Lynch last week replaced Gabriella Brooks, who left to travel. She joins from the General Social Care Council where she was a communications executive.
‘The target audience [of SCIE] is social care practitioners who read trade publications such as Community Care and Care and Health for stories about best practice,’ said Lynch.
‘But we also want to get case studies of people affected by best practice into broadsheets and women’s magazines such as Take a Break, and involve people outside the sector.’
She said many local social services were loath to use media relations for fear of negative coverage.