NEWS: PR takes centre stage in BT’s latest campaign

PR is to play a central role in the next phase of BT’s ‘It’s good to talk’ campaign - due to kick off early in 1997.

PR is to play a central role in the next phase of BT’s ‘It’s good to

talk’ campaign - due to kick off early in 1997.



Freud Communications has been secretly helping BT develop the PR side of

the programme - called ‘Talk 21st Century’ - since the beginning of this

year, but was only recently given the go ahead to gear up activity.



Freud organised BT’s sponsorship of an Oxford University Union ‘It’s

good to talk’ debate last week, attended by Maureen Lipman, the star of

past BT ads.



In an attempt to grow the communications market, Talk 21st Century will

develop the theme of improved relationships through better inter-

personal communication.



As well as new advertising, BT intends to make the programme ‘multi-

media’ with sponsorship of appropriate TV programmes, a new Web site and

the publication of a series of books and tapes.



Freud will handle the ‘popular, mass audience’, while roster agency

Burson-Marsteller will continue to concentrate on ‘opinion formers’

through its work with the BT Forum initiative.



Analysis, p7



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