'From time to time there are issues that can be misinterpreted, for example the stories around vCJD. There are 8,000 donations used every day, so it is very important that our communications are precise,' said NHS Blood and Transplant national comms manager Rakesh Vasishtha.
Around 100 donors were warned they could have vCJD last year. The donors gave blood to three people who have since died from contracting the disease.
The incumbent agency is Nottingham-based Broadcast Media Services.