Steve Flanagan describes himself as a specialist in crisis management and in communications.
Flanagan was a fixture on television 17 years ago as Hydro-Quebec battled to restore power to millions of people after the deadly ice storm.
His appointment comes a week after Peladeau landed in hot water for stating that immigration was hurting the sovereignty movement.
Peladeau, who apologized a day later, said in Quebec City today he doesn't believe his campaign has been in crisis.
The controlling shareholder of Quebecor Inc. (TSX:QBR.B) is the perceived front-runner in the PQ race, which will culminate with a successor to Pauline Marois being elected in May.
His opponents are Pierre Cere and former cabinet ministers Alexandre Cloutier, Bernard Drainville and Martine Ouellet.