The English Sports Council has created a communications directorate
and is seeking a director to improve its PR.
The council is the Government’s representative for English sporting
issues and one of the ’good causes’ through which Lottery money is
channelled into sport.
To support the new director, the council is seeking a head of policy
promotion to oversee communications with Governmental and statutory
organisations, and a head of media affairs. The new director will be one
of 13 reporting to Sports Council chief executive Derek Casey. The
appointment will oversee the PR and press office as well as the
information and publication units. The three currently exist as entities
in their own right. The communications post will also be involved in the
development of council policies and how they can best be
The appointment is expected to coincide with the launch of a new slogan,
Sport England. Casey said: ’This is aimed at bringing together the
existing strands of our communications. But it’s not so much about
promoting ourselves, it’s about promoting sport. And we must demonstrate
that the public’s money is being used as effectively as possible.’
The post of media affairs head is an upgrading of the existing job of
head of external affairs, held by Jonathan O’Neil. O’Neil is expected to
apply for the revamped post.
The policy promotion head role is a similar upgrade, but the incumbent
policy unit chief, Sally Hart, is likely to be reassigned as a result of
the move. Arthur Dye, head of the information unit, and Geraldine
Rogers, head of the publications unit, are not expected to be
The English Sports Council receives an annual Government grant of pounds
36.5 million plus another pounds 1.8 billion over the course of its
seven-year National Lottery licence, which is due to end in 2001.
Its PR efforts are presently focused around the mission statement of:
’more people involved in sport; more places to play sport; more medals
through higher standards of performance in sport’.