A fund set up by the Prince of Wales to support the UK's troubled rural industries is ramping up its PR activities by bringing in Bell Pottinger agency Good Relations.
The Prince's Countryside Fund has appointed the agency to help increase awareness and recognition of its brand among consumers.
The charitable fund was launched in 2010 to provide grants to the people who look after the countryside, such as farm owners, to secure a sustainable future for British agriculture and the wider rural economy.
The Prince's Countryside Fund programme manager Victoria Elms explained the move: 'We are now in our second year and have ambitious plans to raise consumer awareness of the fund and its work. So we were looking for a comms partner that understands countryside issues, knows the charity sector and is experienced at working with a wide range of stakeholders.'
Good Relations will provide strategic counsel, media relations and social media advice, as well as promoting the fund's flagship event, National Countryside Week, which is expected to take place next July. The agency will also assist the fund with partnership development.
The not-for-profit organisation is supported by corporate partners such as Waitrose, Ginsters and McDonald's, which provide funding and can display The Prince's Countryside Fund logo on products and in-store to show their support for the British countryside.
Good Relations CEO Teresa-Anne Dunleavy said: 'The team at the fund has achieved a huge amount in the first year and we hope to be able to help it build on this and raise awareness of the fund and its great work on behalf of the rural economy.'