Public affairs consultancy GPC is to work on a voluntary basis with the Media Trust charity to raise its profile ahead of the Government's White Paper on third generation broadcasting.
GPC's strategic communications director Joy Johnson will head the lobbying brief to ensure the charity's 'voice is heard', and work closely with the chief executive of the Media Trust, Caroline Diehl.
'This is a pro bono agreement to help the organisation grow and encourage more corporate support for its work using our strategic experience and contacts. We will also support its work and concerns during the crucial period of debate on the Communications reform legislation,' said Johnson.
GPC will lobby government ministers and media owners with the concerns of the Media Trust about the social changes bought about by the Communications White Paper, which include regulation of content, and access to digital technology.
GPC head of communications and media practice David Sowells will also work on the brief. According to Johnson, the agency has a similar arrangement with the Worldwide Fund for Nature.
The Media Trust launched the UK's first network charity channel, the Community Channel, on Sky Digital last September. It is seeking to recruit its first PRO and head of communications for the channel.