Younger initiates Red Cross PR shake-up

The corporate communications division at the British Red Cross (BRC) will cease to exist after September, in a structural reorganisation programme announced by director general Sam Younger.

The corporate communications division at the British Red Cross

(BRC) will cease to exist after September, in a structural

reorganisation programme announced by director general Sam Younger.



Current director of corporate communications John Gray, who has worked

at the charity for nine and a half years, is setting up a new

communications and fundraising agency and the BRC will be his main

client.



From October, Gray will take on the role of public affairs adviser for

the BRC, reporting to Younger. He will advise on communications and

fundraising for the BRC, the International Red Cross and the Red

Crescent Movement, and is expected to work an estimated 180 days a year

for the BRC in the first two years.



The corporate communications division for which Gray was formerly

responsible will be split into two. The public relations department will

be led by current head of PR Beryl Evans who will in future report

directly to Younger.



The communications services department, which deals with internal

communications, will move into the new human resources division. Younger

said the changes would help to drive the BRC’s new ’needs-led,

user-focused’ strategy for its services in future.



The public relations department includes seven press officers, two

exhibitions staff and four events staff.



’We need to market our services and restate what we do at a local

level,’ Evans said, adding that a possible increase in the press team

was currently under review.



Over the next year, the press team will be working on projects including

UN Year of Volunteers and Volunteering in 2001, and on a programme of

events including a travelling exhibition to celebrate the charity’s

130th anniversary in August.



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