The Prince’s Trust has hired Matrix Communications to help boost public
awareness of its work.
The charity, which supports disadvantaged young people and is backed by
Prince Charles, has hired Matrix to help develop a communications
strategy and to support on-going programmes.
The appointment, which coincided with the trust’s announcement of a
fundraising summer super-group concert in Hyde Park, is the charity’s
latest initiative to improve its image, amid press rumours that Prince
Charles is anxious to heighten its profile to boost his own public
Last month, the charity launched a new corporate identity and brought
its four differently named parts under the same Prince’s Trust banner.
It also recently moved its three English head offices into a new London
headquarters. Matrix director Dick Newby, who previously worked
voluntarily for the trust’s Millennium Fund bid, said that the agency
would be working closely with the charity’s own internal communications
He dismissed suggestions that the appointment was part of a royal
popularity drive saying: ‘When we worked on the Millennium bid it became
apparent that the trust needed to beef up its communications and our
appointment is a reflection of that.’
Tom Shebbeare, trust executive director, said Matrix had been recruited
until the end of August, but the contract might be extended.
‘We now have a name, new identity and from 1 April a new constitution,’
he said. ‘The next job is to improve internal and external
He said Matrix had not been appointed because of Newby’s previous
voluntary work but acknowledged that the PR side of the Millennium bid
had been ‘an absolute knockout’.
* Jayne Barnes, communications manager for Prince’s Trust - Action is
leaving to join Paragon as an account director.