IN your article on publicity (Evening News, November 26) you fell into the same trend as other media in describing Max Clifford as a PR guru. He is second to none at promoting himself, but a "PR guru"?

People like Clifford are publicists or agents, hired by celebrities to get themselves in newspapers. Clifford's speciality lies in a fixation with headline-grabbing.

In contrast, there are about 48,000 people working in the specialist field of PR in the UK.

There is a move towards greater professionalism in the industry, evidenced by more emphasis on qualifications and continuing professional development.

This has seen new activity. While the most common public relations activity is dealing with media inquiries other specialist functions now mean organisations send out tailored and localised Press releases explaining what their plans are, how they deal with an issue of current public interest or what they are doing for the local community.

Building a relationship of trust through good public relations can help companies survive and prosper, even at difficult times.

Here at County Hall, we've worked hard to develop good relations with journalists.

We hope we can be trusted and relied upon to give accurate and up-to-date information and hold many facts about the county council which makes it easier to give journalists information quickly. We also have the authority to act as spokespeople.

Can any of your reporters imagine sitting next to someone like Max Clifford at a council meeting, whispering questions about proceedings and being brought cups of tea?

KEVIN GALLOWAY,

Head of PR,

Worcestershire County Council.