The Department for Work and Pensions (DWP) is targeting the PR industry in a new campaign to get more companies providing work experience to young people.
The Backing Young Britain campaign, launched by Prime Minister Gordon Brown last week, is calling on industries including public relations and advertising to provide more work experience placements for young people.
The brief is being handled by Blue Rubicon, led by MD Gordon Tempest Hay. He said 18 per cent of young people wanted to build a career in PR, advertising or marketing.
The Government is focusing heavily on work experience as a part of the Backing Young Britain campaign. The campaign will see £1bn spent to create 100,000 new jobs for young people and a further 50,000 jobs in so-called 'unemployment hot spots'.
Business Secretary Lord Mandelson said the campaign meant the Government would help companies train young people and include mentoring and internships, but he added that 'the Government cannot deliver these opportunities by itself'.
A Populus poll for the DWP this summer showed that three in five businesses offered work experience placements because they saw it as a way to find good workers.