Davis has been given a specific brief to boost PMA's PR training, which makes up just under a third of its total courses.
He said that the firm currently, 'hasn't really exploited its skills in the PR market'.
Davis was formerly chairman of PR news firm na europe but quit the post in June. He remains a consultant with the firm, part of news aktuell, a subsidiary of German news agency dpa.
He has more than 40 years experience in the media industry, including journalism stints with Universal News Service and The Times. He was also the London founder of Edelman PR Worldwide in the late 1960s and in the 1990s served as vice-president of MediaLink.
Davis replaces Keith Elliot who has left the post to become CEO.