Inside Story: Who’s absolutely fabulous in PR?
They’re the people you rely on to make your name or your new product shine in the media spotlight, but who would they pick out as the cream of their crop?
MARK BORKOWSKI: BORKOWSKI PR
CLIENTS INCLUDE: SELFRIDGES; TISCALI; VODAFONE; PEUGEOT; VIRGIN MEGASTORES
“Unfortunately, there are no great publicists left. It’s now incredibly difficult to create a distinctive company culture and too many people are in PR to get rich quick. Far too many companies are happy to play second fiddle to the ad and marketing companies, instead of leading the modern media mix. The lack of an independent spirit is a sad loss to the heady world of public relations. So the folk I respect are the ones that have achieved so much from scratch and who have challenged the current trends. I salute PRs who have developed a unique company culture, like Matthew Freud with his able captain Kris Thykier, and Jackie Cooper with Robert Phillips. Both have tried to build a culture where they look at something creatively, develop a point of difference and sell what journalists want. I also admire Lynne Franks for being in the vanguard of the new age.”