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.