Karen Wake, who also works as an officer in the council’s civic administration department, has been appointed as campaign communications officer for fostering and adoption and will handle a raft of activity on the subject.
This includes the production of a series of Christmas cards, designed jointly by children in the council’s care and The Baltic art gallery.
A series of workshops that will look at developing ways to promote the service to target groups of potential adopters and fosterers will also take place.
Wake said: ‘Good foster parents tend to come from caring professions like nursing, teaching and the police.’
Wake added she would also look at the work of other councils that have run similar campaigns. One is likely to be Essex County Council, which last year won an IPR Local Government Group award for its work on the issue.
Meanwhile the council, which earlier this year failed in its joint bid with Newcastle City Council to be named European Capital of Capital of Culture 2008, has now replaced two vacant external PR roles. Rachel Woodcock has joined as senior communications officer. She was formerly the editor of S Club Style magazine.
Also former Persuasion PR account manager Sam Reed has taken up the post of communications executive.