Kraft poaches head of Princess fund PR

Kraft Jacob Suchard, Europe’s fourth largest food manufacturer, has appointed the Diana memorial fund’s PR chief, Joanna Scott, to run its corporate affairs for the UK and Ireland.

Kraft Jacob Suchard, Europe’s fourth largest food manufacturer, has

appointed the Diana memorial fund’s PR chief, Joanna Scott, to run its

corporate affairs for the UK and Ireland.



Scott will replace Richard Johnson next month, and will report directly

to the managing director. Johnson becomes corporate affairs director for

Europe. This means that Scott has quit the Diana fund after just eight

months in the job.



’It is not because I felt I couldn’t manage the media scrutiny of the

fund,’ Scott said. She denied that the role had been a ’poisoned

chalice’ and said she was headhunted by Kraft. ’It was an excellent

opportunity. It takes me into an area where I have had a lot of

experience anyway,’ she added.



Scott was group head of external affairs at United Biscuits for three

years, where she also ran the charity programme. She was also a director

of the Sugar Bureau and director of communications at the Food and Drink

Federation. As a vice-chairman of governors at St George’s School in

Maida Vale, London, she managed media enquiries after the stabbing of

headmaster Philip Lawrence.



At Kraft she will be responsible for the company’s response to public

policy, crisis management and community donations.



Scott said her number one priority at the Diana fund had been to develop

good media relations and said that will be a big part of her

replacement’s role too. She had turned round much of the initially

hostile media coverage about the pounds 110 million fund since her

appointment last June, she said.



About pounds 80 million has come from sales of Diana-related products,

such as Elton John’s Candle in the Wind single.



Implementation of the media strategy, approved by the fund’s trustees,

would be another key element of the task for the newcomer. The fund has

advertised for a replacement, on a salary of pounds 43,000.



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