Whitehall appoints comms chief to sell Big Society
The Government has moved to tackle the cynicism that surrounds the Big Society with a new hire to oversee communication of its flagship idea.
Emily Tofield has been appointed to handle communications strategy for the Government’s Efficiency and Reform Group, which is responsible for development of the Big Society.
She will also handle presentation of the public sector cuts the ERG is leading on.
The Big Society was launched by David Cameron soon after the coalition took office last May. The aim, according to Whitehall chiefs, is to empower people – through local community groups and charities – to “come together to improve their own lives”
It has been met with scepticism by critics who have accused the Government of using it as a cover for spending cuts. Phillip Blond, head of think tank ResPublica and seen by many as the architect of the Big Society, recently admitted that communication of the vision to date could have been better.
Tofield, previously ministerial press secretary and chief press officer for the ERG, takes the title of deputy director and head of communications for the Cabinet Office.
Her appointment follows a restructure of Whitehall communications teams that saw the press offices of Number Ten and the Cabinet Office merge.
