One of the candidates vying to become the next president of Bermuda College has hired her own public relations firm.

Dr. Larita Alford, who lost out on the same job to American Dr. Charles Green in 2004, is being represented by Troncossi PR Consultancy.

The college?s current vice-president told she had recruited the company to help raise her visibility in the community and to take advantage of Troncossi?s media contacts.

The deadline for applications for the post of president was March 31 and the college?s board of governors is now assessing them.

The recruitment process is confidential and the names of the other candidates have not been publicly revealed, though Dr. Alford said she believed there were two other internal applicants ? Dr. Duranda Greene, assistant president for special projects, and Dr. Eugenie Simmons, director of the College?s Centre for Professional and Career Education.

Asked why she had hired Troncossi, Dr. Alford replied: ?Is that a fair question??

The 56-year-old went on to say it was ?just to be visible in the community? and ?because of the media contacts?.

She added: ?It?s also being involved in other activities in the community and just to have some company to work with me on that.

?It?s not just about the media. It?s about a number of other things.

?There may be speaking engagements and other things I need to be involved in.?

She said the agency could co-ordinate and arrange activities for her. ?As a busy person I don?t have time to be calling up various people.?

Elizabeth Tee, from Troncossi, said: ?We work with several private clients.

?She has explained her reasons why. We work with the media every day.

?She?s obviously interested in getting her views across about what she would do.?

The college was heavily criticised in 2004 after taking on Dr. Green as president rather than a Bermudian.

It pledged to hunt for an Islander to take over when he retires next year.

Dr. Alford, who is Bermudian and who returned to the Island almost six years ago after more than 30 years working abroad, made it to the final shortlist of two last time around.

After losing out, she was quoted as saying: ?I am disappointed a Bermudian was not selected.?

She said this week: ?I do think it?s important for a Bermudian to lead the college.

?Previous to the last two presidents, we had all Bermudians.

?I think it?s important because Bermudians are capable and I think at some point we need to support them.

?I think it would be a tremendous role model for young Bermudians themselves. It would say to them ?you work hard and you get your position and you are rewarded?.?

Dr. Alford said that if appointed she would focus on the training in technical trades that the college could offer and continue to expand its range of non-traditional courses. contacted Dr. Simmons and Dr. Greene to give them the opportunity to comment.

Dr. Greene said she did not wish to speak.

Dr. Simmons replied: ?I have not been informed by the Bermuda College executive or the board of governors that I am a potential candidate for the Bermuda College presidency.

?I therefore cannot confirm my candidacy or speak to the process.?

Nalton Brangman, chairman of the college?s board of governors, said the appointment was likely to be made by September.

He said he would not comment further in order to ?ensure the integrity of the process is not compromised?.

?The board is not going to release any information at this time,? he added.