Gorkana Insight & Analysis Team
Get Berkshire Active, the County Sports Partnership for the county, has brought in Sidecar Communications to handle its PR.
The agency has been handed a six-month brief to raise Get Berkshire Active's profile and credibility amongst key stakeholders and to encourage participation in its programmes.
Mark Lawrie, chief executive of Get Berkshire Active, said: "The success of the 2012 London Olympics and the forthcoming Paralympics will undoubtedly inspire people to get involved in sport.
"It is crucial we raise our profile amongst our key audiences and improve our media coverage locally and be more ambitious on a national level. We have worked with Sidecar before on the launch of our CanRow initiative at Eton Dorney and have appointed them to direct our PR activity."
Rebecca Cockman Goodford, director at Sidecar, said: "This is a great time to be involved with sport and to work on a campaign to encourage participation across the county. Get Berkshire Active is a relatively new brand and they have big ambitions for the county and are geared up to fully embrace the legacy of the Olympics."
Get Berkshire Active works to enable and improve the work of organisations developing and delivering sport and physical activity in Berkshire. The organisation works closely with partners including Sport England and various sports governing bodies.