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The world according to PR

THE PR world is changing in many ways – the operators, their areas of speciality and the prices they charge for services among them.

Next week in WA Business News, we examine some of the trends in the industry of image.

Women comprise a high proportion of leaders in the PR industry. Moreover, there appears to be an increasing trend for PR practitioners to cease working as employees and instead set up their own practices.

Turn to the Media & Marketing pages next week for more details.

Swanbourne retirement

THE retirement development on the site of the former Swanbourne Hotel has been renamed The Beaumont following a deal struck between the owner, Arton Retirement Villages and Primelife.

The listed facilities operator has negotiated a deal with Arton to manage and market the Beaumont.

The development failed to attract a lot of interest when it was first launched almost two years ago and was later withdrawn from the market.

WA Business News was unable to contact a spokesperson from Arton to discuss the deal this week.

It’s understood the deal will deliver each company an equal share in any profits.

However, Primelife general counsel Greg Flood said it would all come down to the companies’ definition of profit.

Mr Flood said Primelife had been looking for an opportunity to move into WA for some time.

The retirement village in Swanbourne looked like it needed some finishing touches, Mr Flood said.

“We thought we should give it the Primelife touch and bring some marketing expertise to it,” he said.

“It’s a lovely facility in a really nice location,” he said.

“We’re re-badging it; it was St Quentins and we’ve chosen The Beaumont.”

Primelife is planning to launch The Beaumont in October this year.

It’s understood the price of the apartments will remain within the original price range between $320,000 and $420,000.

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