(Written by Nicholas Beeson)
The recent relocation of the BBC to Salford’s MediaCityUK has provoked a lot of discussion in the PR world. A recent article featured in PR Week, discusses the impact MediaCity will have upon PR in the northwest.
The construction of MediaCity alone has cost the BBC in excess of 189 million pounds and will see high profile news outlets such as Radio 5 Live and BBC Breakfast relocate to the new Salford headquarters. The move will also see 2,300 BBC staff making the move north, but how will this impact on PR in the region?
To many, the move is seen as symbolic as the BBC try to improve relations with audiences in the north and portray the BBC as representative of the UK as whole (not just London). With all the hype surrounding the construction of MediaCity it would be expected that agencies are getting excited by the pending move.
This proves not to be the case, as Brazen founder Nina Webb says:
“I haven’t re-written my business plan on the back of it.” (referring to MediaCity).
Although the enthusiasm of MediaCity might not be shared by all, there’s no doubt that new PR opportunities will arise from the new BBC North headquarters. Many of the programmes that are being relocated are interviewee-intensive which will of course provide opportunities for agencies with clients based near MediaCity who can comment on news issues.
MediaCity is also being touted as a catalyst for growth in the regional creative industry. The relocation will enable many agency people to create new relationships with journalists.
In many ways, the BBC’s relocation to MediaCity is great news for Manchester and the northwest. A greater emphasis may be placed on stories coming from the north, although it has to be said that London as the centre of the media universe is not under threat!
The danger with all this is that many people could overestimate the potential impact of MediaCity, and the whole exercise could prove to be a massive white elephant – as Julian Bailey, Head of Media Relations at Morrisons, so neatly puts it:
“As a PR professional based in Bradford,” he says, “I will continue to spend more time in London than Salford”.