ABSTRACT
Set up in 1984, Fleming Premier Banking, which sells financial products and services to professionals, was the UK’s first telephone bank. Recently, the company’s PR company – Countrywide Porter Novelli – suggested that Fleming became known as a leading commentator on personal and small business finance. The PR agency believed that this novel use of the media might help the bank differentiate itself in the marketplace. Following media training for key senior executives, Fleming established a rigorous programme of media relations. The training was designed to equip these executives with skills to deal with journalists in all kinds of media interviews.
