Twitter signs up Europe boss

Twitter has ushered in its first European comms manager at a time when the popular social media platform faces increasing media scrutiny.

As revealed on prweek.com, Rachel Bremer took up the new role this week, having previously been European managing director at Spark PR.

Bremer is based in Twitter's new UK office. She reports to Sean Garrett, Twitter's US-based vice-president of comms, and Tony Wang, the newly appointed general manager of European operations, who leads the UK office.

Edelman head of technology Cairbre Sugrue said a key challenge for Bremer would be dealing with the media spotlight in a responsible manner: 'Increased scrutiny demands a responsible communications strategy - something it could be argued Facebook hasn't always grasped and which Bremer will need to do for Twitter.'

He said the comms programme would be central to calming a media frenzy around technology, 'especially anything even vaguely relevant to social media'. Sugrue added: 'Twitter has been trying to avoid overheating expectations.

'I'm sure Rachel understands the need to sustain Twitter's relevance to mainstream debates - not only in celebrity gossip pages and negative debates about privacy, but to show how the site can contribute positively to business communities and society.'

Bremer declined to discuss Twitter's comms strategy in the face of such challenges. She told PRWeek: 'It's such an exciting time and great to have the opportunity to work on a platform that I've used and enjoyed since 2007.'

News of Twitter's European operation only emerged last month, with some reports suggesting the company may have been persuaded to set up an office at 'silicon roundabout', - better known as Old Street roundabout in east London - by the Government's promise of £400m funding to create a new Tech City and encourage US-style innovation.

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