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Weber Shandwick: Magical mystery tour

As a new approach to financial PR it may take some time to bed in.

Several Euromoney journalists were contacted by Weber Shandwick during April and invited to attend a press briefing in the City. So far so good, but when asked for the identity of the institution hosting the briefing we were told that this information was confidential. But it was clearly a comprehensive exercise: journalists covering emerging markets were told that this would be the theme of the presentation, just as fixed-income scribes were themselves assured that the event would be a fixed-income discussion. Expecting time-poor (well, OK, just poor) hacks to attend an event when they have no idea who is hosting it or what the topic will be could be slightly optimistic – unless, of course, booze is involved. Don’t call us, we’ll call you.