NTL comms push in advance of CSR national scheme

Cable firm NTL attempted to clarify this week that it was business as usual despite its financial woes, as it stepped up its communications push ahead of the launch of a major national CSR initiative.

A team of NTL's in-house public affairs, media relations and corporate comms staff is gearing up PR efforts ahead of the 1 May launch of the Just Do Something website, which aims to encourage people to get involved in the public and voluntary sectors.

The news comes as the debt-laden firm was this week saved from bankruptcy by the biggest-ever corporate rescue. The deal, reported on Tuesday, will see the company's £11bn debt restructured.

NTL corporate media relations manager Justine Parrish said the CSR project - being run in association with educational charity Common Purpose and The Financial Times - forms part of the company's ongoing CSR programme.

NTL is helping to sponsor and run the venture, which will include the main website, forming partnerships with media organisations and running workshops.

'We have provided cash and support in public affairs and communications.

NTL can provide the technological know-how,' said Parrish.

The Government-backed venture is set to be launched by culture secretary Tessa Jowell.

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