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PA-ssing through – breakfast briefing with The Press Association

This week, Four welcomed one of the industry’s most prominent figures as we played host to the Press Association’s editor-in-chief, Pete Clifton, as part of a Gorkana media briefing which saw more than 120 PR professionals from organisations and agencies across London descend on the Fourum.  

Clifton, who has previously held senior positions at both MSN and the BBC, gave great insights and spoke about the best ways to pitch to the UK’s national news agency, how his team is structured and what makes a great news story.

He also spoke passionately about the upcoming Freedom of Information (FOI) Act review, which could have significant consequences on our industry. Clifton cited using FOIs to uncover ground-breaking news on topics spanning everything from terrorism to child pornography. 

For anyone who would like to know more about the potential FOI law changes, please see here: 


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