The football club was saved from bankruptcy on 19 March by Adulant Force, led by new Leeds chairman Gerald Krasner. The consortium agreed to a £30m deal with creditors who were owed £104m.
Krasner said the agency’s responsibilities will change from day to day but it would focus predominantly on consumer media relations. He added that because the club was no longer publicly owned, Beattie will not be used for investor relations.
The PR budget is believed to be slightly less than £100,000 but Krasner stressed all budgets will be reviewed when it becomes apparent whether Leeds’s bid to avoid relegation has been successful.
Beattie’s Leeds office managing director Deborah Hastie labelled initial media relations work as crisis management and said it will demonstrate the consortium’s intention to be ‘open and honest’ in its dealings with the media and fans. ‘The brief will be changing from week to week,’ she added.
Hastie said there were regular developments that had to be communicated to business, sports and local media, including Leeds’s 20-year season ticket offer and several community schemes.
She added that Beattie will raise the media profile of the new board members to explain their individual areas of expertise and how they will contribute to recovery.
Beattie will also manage the club’s press meetings and Thursday fan forums with the board.
Leeds appointed Beattie, which handles PR for several football clubs including Dundee FC and Northampton Town, on a retainer basis with regular budget reviews.
Beattie founder Gordon Beattie said: ‘We’ll make sure the consortium gets closer to the fans so they can have a say and influence what happens.’