New Deal set to expand PR department by four

The PR team supporting the Department for Education and Employment’s New Deal initiative is being expanded. The DfEE plans to appoint a communications manager and three information officers, to join Yasmin Diamond, who was recruited in March to head up the Welfare to Work project within the strategy and communications directorate.

The PR team supporting the Department for Education and

Employment’s New Deal initiative is being expanded. The DfEE plans to

appoint a communications manager and three information officers, to join

Yasmin Diamond, who was recruited in March to head up the Welfare to

Work project within the strategy and communications directorate.



The team is responsible for communicating details of the Government’s

key policy for getting young unemployed people into work. Its workload

has now increased as the New Deal expands from programmes for under 25s

to other groups, such as single parents, over 50s and the partners of

unemployed people.



In addition, the New Deal initiative has forced a reorganisation within

the directorate. It aims to develop a comprehensive unit, leading to a

more co-ordinated approach, with press and publicity staff working more

closely with policy officials.



’The Welfare to Work Communications Unit was one of the first in

Government to adopt an integrated approach to marketing and

communications,’ says Peter Wanless, the DfEE director of strategy and

communications. So far, the New Deal has brought over 200,000 young

people into work, adds Wanless, a fact he attributes to this integrated

way of working.



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