Exam body prepares PR team for GCSE changes

Examination body OCR has strengthened its comms arsenal ahead of the GCSE curriculum changes.

The non-for-profit organisation has brought in two PR agencies and a comms chief as it prepares to promote its new GCSE curriculum following national curriculum reforms.

Parool Patel joined as head of marketing and communications for the GCSE project last month. He has previously worked as a stakeholder comms consultant at TDA and before this was head of communications at premium-rate phone lines watchdog Phone Pay Plus.

Patel has brought in Paratus Communications on a six-month basis to handle national, regional and trade media. And ethnic specialist Media Moguls has been briefed to raise awareness of its community language GCSEs to ethnic communities.

Paratus will target teachers and people who make decisions on what awards body to choose, such as heads of department and education specialists at local authorities, through the trade press.

It will explain the new OCR exams, as well as directing traffic to www.gcsechanges.com, an information site that launched this week.

Paratus will also use its national network to target regional press, online and radio to reach pupils and parents.

By educating parents, pupils and teachers about the curriculum reforms, the agency hopes to position OCR as the thought leader.

Patel is keen to make people aware that OCR is a social conscience organisation that invests all its profits back into the education system.

OCR is part of Cambridge Assessment, a department of the University of Cambridge.

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