A key part of this is shoring up its regional media work. The party has now appointed two full-time PROs to deal exclusively with regional media, the first move of its kind by the party.
Gavin Magaw and Poppy Mitchell-Rose will take up the roles of head of regional press and head of regional broadcasting respectively before the Conservative Party conference next month.
Magaw is currently working as a press officer for Shadow Deputy Prime Minister David Davis, while Mitchell-Rose is a PRO for Shadow Health Minister Dr Liam Fox.
‘We recognise that we have to be much more serious about our regional communications effort,’ a spokesman said.
Other changes include a strengthening of the central comms function, which will absorb the research department with researchers working for the media unit. The party has pledged funding for as many as an extra six PROs.