MADAM, Many letters and stories talk about the attractions of Ross-on-Wye, while others whinge about the charity shops and a decline in the cash injection tourism brings.

Now, semi-retired after 25 years in high level PR and journalism, may I suggest Ross needs a continuous, creative, 'Chinese torture' programme of media coverage/press visits in the travel, shopping, tourism and lifestyle media on and offline.

Ross has a story to tell. Problem is, that story is being told in fits and starts. The long term benefits of positive publicity month in month out can only be enjoyed following the dissemination of a sustained, deliberate and creative message portraying the best and most cherished aspects of the town.

Coverage might also encourage new businesses and traders to the town which would keep its individuality alive.

David Callinan, Ross