The agency has been charged with raising awareness of PACEY’s rebrand and boosting its profile among childcare professionals,
government regulators and parents in England and Wales.
The agency will work with PACEY for the next six months, running its press office and launching proactive campaigns dealing with the quality of childcare and the concerns of professionals in the sector. PR activity was previously handled in-house.
PACEY, formerly the National Childminding Association, has rebranded at a key time for the childcare sector when a number of changes come into effect following Government announcements on funding, quality control and policy.
Melissa Fife, senior consultant at Forster Communications, will lead the account, reporting to Liz Bayram, joint chief executive at PACEY.
Bayram said PR was a vital tool to communicate the charity’s new strategy and rebrand: ‘Our existing and potential members need to understand the benefits that PACEY membership can offer.’