The Connect Public Affairs MD has assumed the chair from Citigate Public Affairs chairman Warwick Smith.
APPC members are obliged to disclose all of their clients and abide by a code of conduct to ensure transparency in their dealings with politicians.
'We need to raise the profile and importance of the APPC. Recognition is still low,' Morris said.
The association will next month host an awareness-raising event for new MPs and clients of member consultancies.
Morris added: 'It is my ambition that all companies that trade in political consultancy will be members of the APPC. We will encourage all potential clients to refer to the APPC register before appointing consultants.'