PwC Australia has appointed Lucy Hinton as its new Head of Media Relations, a move that highlights the firm?ÇÖs commitment to strengthening its communication strategy. Hinton, who has been with PwC since October 2022, previously served as a Senior Manager within the Corporate Affairs team, where she played a pivotal role in managing the firm?ÇÖs external communications.Lucy Hinton brings a wealth of experience to her new role, drawing on a diverse background in both media and public affairs. She began her career as a broadcast journalist, working with Nine News in Melbourne and Adelaide, where she covered major news stories and developed a keen understanding of the media landscape. Following her journalism career, Hinton transitioned into a communications advisory role with the South Australian Government, where she advised on key public communication strategies during critical periods.Hinton?ÇÖs appointment comes at a time when PwC Australia is navigating a complex media environment, with increasing scrutiny on corporate governance and transparency in the professional services sector. Her experience in both journalism and government communications is expected to enhance PwC?ÇÖs ability to effectively manage its media relations and public image.This leadership change aligns with PwC Australia?ÇÖs broader strategy to bolster its corporate affairs capabilities, as the firm continues to address the evolving demands of clients and stakeholders in a rapidly changing business landscape.