The decision by the Commission for Racial Equality to marry its
communication and policy function also marks an important step forward
for the industry.
In not-for-profit organisations, communications have tended to be more
traditionally allied with fundraising, but the appointment of a policy
expert to the role of director of policy and communications places
public relations centre stage in the run up to the Government’s planned
revision of the Race Relations Act.
The CRE will undoubtedly play an important part in advising on any
revisions to the act, and with a policy head, who also thinks as a
communicator, the CRE stands a far greater chance of communicating its
agenda, and of raising public awareness of the issue.
This enlightened move displays a recognition that for any campaigning
organisation, the methods required to communicate with target audiences
cannot be treated as an afterthought, but must be addressed at the very
first stages of policy making. It is so logical, that the only surprise
is that this phenomenon is not witnessed more frequently.