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LAYING THE BAIT

LAYING THE BAIT: Public Relations guru Henny King tested the skills of the ICE's local association PR representatives at Great George Street recently. The challenge was to condense the speech of the Chairman of the Strategic Rail Authority Sir Alastair Morton into a snappy press release. King explained the science of her trade. She said: 'Press releases are bait to the journalist in the hope that they will be sufficiently interested to want to know more. Ideally they should include something unusual that catches the attention.' King, who lectures in public relations at Dundee College, took the exercise in her now legendary 'Birthday Suit' emblazoned with all the scoops she engineered in the Dundee press for the city's 800th anniversary. She was impressed by the efforts of Thames Valley's David Evans, South Western's Roger Ball, London's Terry Vaughn, North Western's Martin Welch, Peterborough's Andrew Kersley, South Eastern's Anne Qualters and Manchester's Steve Lamb. King said that some had more aptitude than others but with a little bit of practice they would all make good PR officers. The exercise was part of a one day seminar for honorary PROs and development officers organised by the ICE. Seminars were also held in Birmingham and Newcastle.

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