Leading UK publisher IPC is opening its doors to the PR industry to help
it claw back some of the ground lost to advertising agencies.
IPC is staging free, monthly one-day seminars for PR account and senior
account executives to ‘strengthen their knowledge of the magazine
Claudette Laws, IPC’s advertising promotions manager on Women’s Journal
and Options, hatched the idea after moving to her current role from the
advertising display field. She said: ‘Advertising agency involvement in
advertorials has become very strong in terms of bookings, but they still
have to learn to come up with ideas that are exciting. This is where the
PR industry is strong, but they don’t know how to use us.’
The one-day seminars will cover formal presentations and interactive
sessions, on the effective use of research, advertorials, sponsorship,
and integrated communications. IPC magazine editors will also be
available to answer questions.
The July seminar is already fully booked.
* The British Society of Magazine Editors is hosting a forum next week
entitled: ‘Are British magazines being sidelined?’. The forum, to be
held at IPC, will focus on claims that US celebrity publicists are
deliberately withholding photographs from UK magazines.