De Beers hired Chris Sorek, from software giant SAP, to join the company as the head of group public and corporate affairs. David Prager was hired away from pharmaceutical company AstraZeneca to head De Beers' media relations and communications. Both men report to Stephen Lussier, director of external and corporate affairs.

Additionally the company named  Rosalind Kainyah to direct corporate communications for De Beers out of New York. Kainyah told Rapaport News that De Beers' presence in New York is not a traditional office, but instead operates as an outreach center.  

PR Week quotes Prager as saying the new appointments represent a commitment to engage in dialog with both governments and non-governmental organizations (NGOs) as well as media. The new message is to play up how diamonds have advanced local economies, provided access to healthcare, and promoted job growth and education in those regions.