The Printers' Charitable Corporation (PCC) has briefed integrated agency Manor Creative to position the brand as the UK's premier charity offering support to sector workers.
The move comes as media outlets come under increasing pressure from falling circulations, the influence of the internet and environmental concerns. Regional newspaper group Johnston Press announced a 21 per cent slump in year-on-year advertising revenues in the first seven weeks of the second half of 2008.
Manor Creative will handle trade and consumer PR, digital comms, design, print and direct marketing. The agency won the year-long account following a three-way pitch.
It will try to raise awareness of the charity's services to industry workers. It will also focus heavily on online comms, including creating a virtual shop that lets service users select flexible support packages.
The charity hopes a bigger media profile will help with its five-year strategic objectives of building an online community, increasing the number of service users and developing partnerships with industry and charities.
The PCC provides financial support and housing support to those who work in the printing and graphic trades, including advertising sales, journalists and photographers.