Flanagan said that PROs would have a wider spectrum of subjects on which to pitch ideas: 'News has got to be at the core but we will be including more lifestyle and entertainment. There will be many more opportunities (for PROs), a more diverse range.'
The editorial shake-up follows the takeover by Chrysalis Radio of LBC's owner, London News Radio.
Currently broadcast on the AM frequency, LBC will be switched to FM and renamed LBC 97.3 FM. At the same time, its stablemate News Direct will switch to AM and change its name to LBC News 1152 AM.
Steve Kyte, formerly dep-uty controller of BBC Radio Five Live, is now editorial director of LBC (PRWeek, 1 November) while Jonathan Richards has the same role at LBC News.
Rob Hooker, formerly editor of LBC, will be one of the sequence editors in the new set-up.
MacLaurin Media has been hired to oversee the PR launch next January.