McDowall deputy Hamilton takes up the reins at PRCA

The PRCA has chosen Flora Hamilton as its new director general, to

replace Chris McDowall, who leaves on 31 October.



Hamilton, who joined the PRCA in January 2000 from The Profile Group,

previously served as McDowall's deputy.



She was responsible for the PRCA's Frontline initiative for young PR

professionals, and the campaign to make the Consultancy Management

Standard mandatory.



Hamilton said she was not planning any major changes to the running of

the body, indicating that it will be 'business as usual'.



'We are aware of the nervousness in the industry and a lack of client

confidence at the moment. The PRCA has a very important role to play in

building confidence and supporting our members,' she said.



She is working on a campaign to promote PR services to companies,

targeting senior directors and CEOs.



Her appointment follows McDowall's decision to launch commercial

services consultancy The Pembridge Partnership, with Text 100 co-founder

Mark Adams and ex-Dell marketing director David Prais (PRWeek, 5

October).



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