A NORTH-EAST council is using an innovative approach to media relations to save jobs and services.

Hartlepool Borough Councils public relations team was told to find £27,000 or one member of their three-man team and a number of services could have been axed.

Council chiefs gave them permission to approach external companies and organisations to offer their communications services in order to generate income.

They are now representing Cleveland Fire Brigade, Wynyard Business Park and the majority of schools in the Hartlepool borough.

In addition, they have managed to generate enough income to cover the cost of the town's community magazine Hartbeat.

The unusual move came after the council received £14.2m less in Government grants than last year.

Hartlepool is the only other council in the region offering this service, although a spokeswoman for Hambleton District Council said it was something they were considering for the future.

Coun Jonathan Brash, Hartlepool Borough Councils cabinet member for performance, said: "The council has an excellent record of working in partnership with a variety of organisations and since the unprecedented and unwarranted spending cuts imposed upon us by the coalition Government last year we have had to explore new, innovative ways of working to make efficiencies.

"This is a great example of how the council can utilise its expertise in a particular area to provide a service to other organisations, which generates income, creates savings and helps protect front-line services for the public."

Alastair Rae, the councils public relations manager, added: "Like many areas across the council, public relations has had its budget cut and we were faced with the option of either reducing our three-strong team or generating additional income.

"We seized on the opportunity and very quickly negotiated contracts with a range of organisations in the public, private and voluntary sectors to achieve our income target for 2011/12."