Minchin appointed head of strategic communications at NLT

The National Literacy Trust (NLT) has appointed Adele Minchin in the newly created role of head of strategic communications. 

Minchin is formerly director at culture and entertainment specialist PR agency Riot Communications. She will report to director of marketing and communications Ceri Berkovitch. Prior to Riot, Minchin was publicity director at Penguin Random House Children’s Books.  

Berkovitch said: “This is an exciting time to join our team as we celebrate 30 years of changing lives through literacy. With an engaging new brand, and stronger approach to how we reach new audiences and tell our story, this new strategic communications role sits at the heart of the charity and is central to driving our mission forwards. Adele’s many years of experience in communications and brand management, her passion for storytelling and her deep understanding of publishing and literacy issues will be an enormous asset. I’m looking forward to working alongside Adele as we continue to grow our reach, income and the impact we have on people and their communities.” 

Minchin added: “I am thrilled to join the team at the National Literacy Trust. Changing life stories through the power of literacy is a thread that has run through a great deal of my work, whether putting books into the hands of all children during my time at Penguin Children’s Books and when promoting World Book Day, launching Read Hour in the UK with Moomin Characters or as a voluntary reading helper. I consider it a great privilege to help deliver the National Literacy Trust’s vision and am looking forward to putting my years of brand and communications experience into practice in the third sector.” 

The newly created role of head of strategic communications “encompasses developing and leading a robust audience and content strategy to grow the organisation’s brand profile and extend its reach and influence as a leading education and social mobility charity”, the NLT said. 

Minchin can be contacted at adele.minchin@literacytrust.org.uk or 07540 262 747.