Following an external review, Northamptonshire County Council has appointed a three-strong communications team.
The review, carried out by Renaissance PR, recommended that more communications posts were needed, including external and internal relations specialists.
Peter Heaton has been recruited from Milton Keynes Council, where he was marketing and communications manager, to become Northants' first head of communications.
External communications manager Jane Fannon joins from West Hertfordshire NHS Trust and Olivia Ashworth, internal communications manager, joins from BBC Worldwide where she had the same title. Both report to Heaton.
The trio replace PRO Maxine Irving, who retires in March, and will work alongside education communications manager Sue Howe and social services communications manager Sheila Hubbard.
One of the team's main tasks will be to audit Northants' communications activity to see what further changes are needed.
Heaton said: 'Northamptonshire County Council spends more that pounds 1.5m a day on services for local people, yet there is little awareness of its role or the work that it does. We are looking to change that.
'It is important that customers understand what Northamptonshire does and how they can influence the way it works.'
The team reports to chief executive Peter Gould and council leader Mick Young.
The county council hit the headlines in October 2000 when Colby Community College faced four-day weeks due to teaching shortages. The council and the Department for Education and Employment became involved in a war of words over the decision.
In April 2000, Northamptonshire found itself at the heart of the debate on asylum seekers. NCC set up tougher security checks after fraud squad detectives were summoned to investigate allegations of illegal payments totalling pounds 425,000 to landlords.