Some of the country’s top news agencies are making a pitch to win business from the public relations sector.
In a new venture, the National Association of Press Agencies (Napa) has produced a glossy brochure promoting its members to the PR world.
The brochure, aimed at PR and marketing companies along with in-house public affairs departments, contains the latest contact information about each Napa member. It has been sent to 2,000 PRs.
Napa chairman Chris Johnson said: “Freelance agencies form a vital resource to national newspapers, radio and TV. Agencies know exactly how to shoot a picture and write up a story in a lively and entertaining way and now we are promoting the availability of these skills to the PR sector.
“Many agencies also offer specialist expertise on a whole range of subjects from foreign languages and sport or travel through education, motoring, showbusiness and politics.” Napa president Denis Cassidy sought to allay fears that agencies might blur the differences between news and PR.
He said: “It’s a golden rule for our members to maintain a clear distinction between straight news and PR work and this must always be paramount.
“Stories and pictures supplied direct by agencies to newspapers will always be judged purely on merit and news value. “But what an agency writer or photographer can do is add extra flair and insight to a PR project, giving press releases and events a real edge.”
For further details of the venture, visit www.napa.org.uk.
By Jon Slattery