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ICE won over to PR firm benefits

ICE EXECUTIVE has sanctioned the consistent future use of an external PR company to boost ICE initiatives.

A report presented by Director General & Secretary Roger Dobson at the Executive Board meeting on 13 October states: 'The Institution should retain the services of a reputable public relations company to assist with and undertake marketing and promotional work on behalf of, and in association with the membership.'

Executive made its decision after the reviewing the performance of PR consultant The Communication Group, employed to promote the launch of the Telford Challenge last May. The key benefits gleaned were strategic advice and extra manpower to generate press material.

The prospect of extra manpower on certain occasions was welcomed in the ICE press office. 'We have a comparatively small team here. When we've used consultants it has meant more hands on deck which is very welcome on certain projects,' said Dinah Lartey in the press office.

The report also drew attention to the pitfalls of employing a PR firm which doesn't deliver what the client wants, such was the case with consultants Companycare, whose contract was term-

inated after the launch of the ICE's environmental policy review, the SAID report, in March 1997.

First step will be to engage a PR company to carry out a perception audit of the ICE's target audience among the media; the Government; opinion formers and environmental pressure groups.

Some pounds10,000 has been budgeted for carrying out the audit which is subject to the approval of Council.

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