Sara Keene has been appointed to the newly created post of chief executive of Premier PR, the international entertainment PR agency.

The move follows the company's recent expansion into several new arenas.

Keene has been promoted from the position of co-managing director. She will lead the senior management team and focus on business development, marketing, quality control, employee development and overall business performance whilst continuing to work with her own longstanding clients.

Three members of staff have also been appointed to the board of directors, joining managing directors Ginger Corbett and Chris Paton.

Lawrence Atkinson, who runs the UK film team, becomes director (UK Film); Melissa Hall-Smith, who runs the television department, is director (Television) and Abigail Ault becomes director (Business Affairs).

Laura Aron, whose Flagship Publicity is the most recent PR company to join Premier, is a director and is responsible for brands and celebrity PR.

Premier PR was launched in September 2001 as an amalgamation of three entertainment PR companies and now has staff of 35 people in London and Los Angeles. The company is part of the Miracle Media Group.