Swiss mission gets its first media chief

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.

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