Sally Costerton, the Chairman and CEO of Hill & Knowlton EMEA, has taken over as PRCA Chairman. She follows Ketchum Pleon's David Gallagher and will be in the role running until 2012. In recent years the raison d'etre for the the UK's 2 PR trade associations, the PRCA and the CIPR, have become very similar. Costerton's 2 year vision for the PRCA, seems to confirm that the increasingly competitive edge between the UK's 2 PR trade associations is likley to continue. Costerton announced that the PRCA will embark on a programme of even more accelerated growth. In particular, it will make the PRCA the destination of choice of in-house teams, and reflect London's global hub status by extending its international reach. Her ideas for the next two years include: • Highlight the value of public relations with decision-makers; • Engage with legislators and ensure the industry has a strong voice; • Demonstrate the ethics to which all but a minority of the industry adheres; • Raise awareness of PR as a career choice with a wider section of society; and • Position public relations at the heart of the digital and social media revolution. Sally Costerton said: “I am lucky to be taking up the reins with a truly reinvigorated PRCA, for which the industry owes a huge debt to David and Francis. I know that we will need all this momentum and more to take on the significant challenges our industry will face in the next two years and our membership can be confident in our continued energy and ambition”. Francis Ingham, PRCA Chief Executive, said “The calibre of people willing to take the helm at the PRCA is testament to the high reputation that our professional body now holds within the industry. The commitment of individuals like Sally and David, and the involvement of their organisations, bodes well for our future and the future of the industry as a whole. There is much to be done if public relations is to continue to achieve the recognition it deserves, but together we will ensure the industry continues to thrive.”