The Conservative leader has appointed a PR guru as his director of communications.

The man tasked with helping to improve the poor poll rating Iain Duncan Smith and his party is Paul Baverstock, currently chief operating officer for Bell Pottinger Communications.

He has a long interest in the Conservative cause, said the party, and "has a very good understanding of American campaigning and communications techniques".

Baverstock stood for election for the Conservatives in the Huddersfield constituency at the last general election but was defeated by Labour's Barry Sheerman, taking second place but trailing by 10,046 votes.

Iain Duncan Smith said he as "delighted" with Baverstock's appointment.

"He has a brilliant track record in corporate communications and a strong political pedigree and understanding of the Conservative Party," he said.

"I believe he will make a major contribution towards helping the Conservative Party in our goal of winning the next election."

He will start at Central Office in mid-January.