NEWS: Prince puts his trust in Matrix to boost charity

The Prince’s Trust has hired Matrix Communications to help boost public awareness of its work.

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

image.



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

team.



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

communications.’



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.



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