Lancaster has promised to focus on measurement, evaluation and campaign effectiveness during his tenure, backing up pitch guidelines the body published last year.
He succeeds the Federation’s first head, Marketing Communications Consultants Association (MCCA) chairman Matthew Hooper.
The Federation, expected to publish new briefing guidelines for clients shortly, is poised to start work on evaluation and remuneration. This will lead to further briefing guidelines.
Lancaster said: ‘Impactful, creative and consistent comms is central to business success, and one of the key themes in my term as chairman is to focus on measurement, evaluation and campaign effectiveness.’
The Federation provides a forum for organisations, including the PRCA and the IPR, to co-ordinate their work (PR Week, 6 December 2002).