The Swiss Embassy in London has appointed Charlotte Barraclough,
former media relations manager for Liberal Democrat Susan Kramer's
London mayoral bid, as its first head of communications.
This is the first time the embassy has had an in-house PR
PR was previously carried out by deputy ambassador Robert Reich.
Barraclough, together with an assistant, will develop and manage a
communications strategy to build on the political and social links
between Switzerland and Britain. She reports to ambassador Bruno
'The Embassy's job is to communicate the shared liberal values that the
Swiss and British people enjoy. This new post will allow us to work more
effectively with the British media and opinion formers,' said
One of Barraclough's main tasks in the coming year will be to
co-ordinate the promotion for the Next Generation 2001 campaign, aimed
at promoting the youth of Switzerland.
She said: 'Switzerland is a very young country, which is not something
that is very well known. Thirty per cent of the population is under
30-years-old. That is a very distinct aspect of Swiss culture and life
that needs much more publicity.'
Graffiti has become a popular art form in Switzerland over the past 20
years and last month artists aged between 15 and 30 from Switzerland and
Britain took part in a graffiti event in the basement of the
Other events this year as part of the campaign include the Swiss
Ambassador's music award in May, to take place at London' Wigmore Hall,
a summer fashion show and a showcase for young Swiss artists at London's
Tate Modern in November.
Following her work for Kramer last year, Barraclough spent three months
travelling in Australia, New Zealand and the US.
She previously worked with the Rowland Company, now PR21, in its
corporate and public affairs department.