The PR team supporting the Department for Education and
Employment’s New Deal initiative is being expanded. The DfEE plans to
appoint a communications manager and three information officers, to join
Yasmin Diamond, who was recruited in March to head up the Welfare to
Work project within the strategy and communications directorate.
The team is responsible for communicating details of the Government’s
key policy for getting young unemployed people into work. Its workload
has now increased as the New Deal expands from programmes for under 25s
to other groups, such as single parents, over 50s and the partners of
In addition, the New Deal initiative has forced a reorganisation within
the directorate. It aims to develop a comprehensive unit, leading to a
more co-ordinated approach, with press and publicity staff working more
closely with policy officials.
’The Welfare to Work Communications Unit was one of the first in
Government to adopt an integrated approach to marketing and
communications,’ says Peter Wanless, the DfEE director of strategy and
communications. So far, the New Deal has brought over 200,000 young
people into work, adds Wanless, a fact he attributes to this integrated
way of working.