The NHS Breast and Cervical Screening Programme is reviewing its
public relations account, which carries a budget of pounds 100,000.
The account is currently held by Clear Communication, which started work
with the cervical programme in 1993 and added the breast programme to
its portfolio in 1994.
’The main objective is to maintain women’s confidence in the breast and
cervical screening programmes,’ explained Linda Rolf, the independent PR
adviser to the screening programmes, who is helping with the
While Rolf said the screening programmes can also offer support to
hospitals with screening errors, she added that the recent health scares
had not led to the review. Lincoln Hospital and Kent and Canterbury
Hospital both hit the headlines in Februaryafter disclosing that
inaccurate diagnoses had been made.
The new contract will be to provide a full PR service for both
A long list of around ten agencies will be asked to respond to the full
brief. A shortlist of three or four agencies will then be invited to
present a pitch.
The successful agency will be expected to provide a 24 hour press
office, strategic advice and internal communications to doctors and
healthcare staff working in the screening programmes.