Yesterday, a couple of girls from the Bristol office were given the opportunity to explore the wonders of the South West News Service (SWNS). The tour included a brief history of the news agency and an explanation of how regional news makes its way in to the national press.

In years gone by all of the national papers would employ regional correspondents, charged with reporting back to the big city with doorstep news. But in today’s climate, with the proverbial belt buckle ever tightening, many publishing houses can no longer afford the luxury. And this is where SWNS steps in. Employing over 50 reporters, features writers and photographers, the company scans local rags for stories, carries out interviews, writes the copy, takes the pictures and sells in the news.  An example of SWNS’s work is the story that hit the tabloid headlines this week all about Britain’s biggest bullock, aptly named The Field Marshall and all the way from a quaint Somerset town no less.

Now, I’m by no means comparing the glamorous world of technology PR to gigantic bulls, but knowing what makes news (and what doesn’t) is crucial to any PR campaign, regardless of whether it’s about Britain’s biggest bull or a data centre migration! And in this sense what we do at Berkeley is not so different. Taking the time and initiative to get to know a client’s organisation and staff can dig out stories that would otherwise go unnoticed. With an estimated 60 per cent of national newspaper content being generated by either PR or news agencies, and editorial budgets decreasing, now is the time to get in on the action, get your newshound nose out and take advantage of the situation.

Bethan Wadeson