Alison Clarke, recently appointed Chief Executive, Shandwick Asia Pacific is IPR President for the Year 2000 and the sixth woman to serve as President in the 50 year history of the IPR.

Alison, will be located principally in Singapore during her presidential year and will bring a fresh international perspective to her IPR role.

"I’m really looking forward to my presidential year and hope to bring a truly global dimension to the IPR," said Alison. "I also believe the increasing number of female practitioners within the industry makes it very appropriate for a women to lead the Institute into the millennium."

As President, Alison will be supporting the IPR’s strategy and focusing specifically on the communication challenges for the 21^st Century, including research and evaluation.

"There has never been a more exciting time to help shape the future of the PR industry. With the rise of new technology, reputation can be managed and damaged at the touch of a button."

"The management of reputation is the real future for smart organisations and PR practitioners need to help them understand the speed of change and to harness the power and the challenges of our new media age. We, as PR professionals need to be a step ahead as we advise organisations on a new approach to managing their reputations."

Measurement and evaluation is Alison’s particular area of interest and expertise. She recently chaired the IPR Evaluation Taskforce and was instrumental in producing the IPR/PRCA Evaluation Toolkit.

"I am pleased the IPR has taken a leadership stance on evaluation-one of the most provocative subjects facing our industry. I am committed to maintaining the drive behind the PR Evaluation Toolkit and to developing, exchanging and sharing best practice."

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