Brent Council appoints Rob Mansfield to lead comms amid £100m cuts effort

Brent Council has called in Rob Mansfield to lead comms as it grapples with the prospect of having to make £100m in cuts.

Rob Mansfield: leading Brent Council comms
Rob Mansfield: leading Brent Council comms

Mansfield takes over the reins following the departure of Richard Stokoe from handling the director of comms role on an interim basis earlier this year. 

Formerly head of press and campaigns at Hammersmith & Fulham Council, Mansfield comes in following a major revamp of the PR team, which has now stabilised with 11 staff, though more changes are expected.  

Mansfield, a Brent resident, called the role a "dream job". He told PRWeek that a major area of focus would be on the council’s finances.

"Some of our challenges are global ones, such as how to communicate better with less money, and how to communicate a challenging budget position amid rising public expectations [regarding the economy]," he said.

The council is currently in the middle of applying swingeing cuts as it sets upon the task of making £100m in savings between 2014 and 2018.

Another focus, explained Mansfield, would be on diversifying the team’s output.

"We have a very diverse audience to serve and we need to ensure we’re not just communicating via press release or quarterly magazine. It’s about opening up more channels, whether that’s face-to-face or through social media."  

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