Broadcast PR: BBC goes back to PR basics for audiences - Licence-fee payers now demand accountability. To this end the BBC is using PR to build a customer relationship and restructuring publicity at BBC Broadcast to focus on programmes

Last week the BBC awarded the contract for licence fee collection to a consortium, Envision, led by media services company WPP. What distinguished Envision from the other bidders was the emphasis it placed on the role of communications in collecting the fee. Direct marketing agency Ogilvy One is leading the WPP companies, and will work closely with Ogilvy PR Worldwide, which will liaise with local and regional media and handle consumer PR.

by JULIETTE GARSIDE

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