PRCA’s Global Journey: From Local Roots to Worldwide Impact

At #PRAXIS11, James Hewes, CEO of the Public Relations & Communications Association (PRCA), delivered an impressive address on – “What led to PRCA becoming the World’s Largest & Most Influential PR Association – A Case Study”.

PR is evolving at a fast pace aiming for soaring heights. He explained how PRCA skyrocketed to become the world’s largest and most influential PR association. Representing over 40,000 PR professionals in 70+ countries, PRCA is setting the gold standard for the PR and communications industry – continually pushing boundaries to shape the future of the profession.

Supported by dynamic leadership and a forward-thinking approach, James shared insights on PRCA’s growth and its mission to support, challenge and elevate the industry. “Our purpose is simple yet powerful: to set professional and ethical standards, connect global professionals, and stay ahead of industry trends,” he stated. PRCA does this through a host of initiatives like – training, certification programs, networking events, and research projects that help professionals stay sharp and innovative.

The AI Revolution: PRCA’s Role in Shaping the Future of PR

Today, we are all fascinated by AI. As part of PRCA’s trailblasing efforts, Hewes highlighted the importance of understanding the impact of artificial intelligence (AI) on PR. “AI is not just a trend; it’s the future of our industry. But before we jump in, we need to set clear principles on how to work with it responsibly,” Hewes explained. PRCA is actively working to establish guidelines, specifically to ensure that PR professionals are equipped to navigate the evolving digital landscape.

Beyond AI, PRCA is also working to fix the pitching process – a long-standing issue in the industry. Acknowledging widespread dissatisfaction, Hewes stayed committed to making pitching more efficient for everyone involved. “We’re working to improve business processes, making things smoother and more beneficial for our global community.”

PRCA’s International Expansion: Bringing Innovation Across Borders

The global expansion of PRCA has been nothing short of impressive. With PRCA MENA, PRCA UK, and PRCA APAC already making waves, Hewes emphasised the need for continued international reach. “Bringing our services into other markets isn’t just about growth – it’s about delivering value to all our members, no matter where they are,” Hewes shared. This expansion allows PRCA to spread costs across markets, creating more efficient operations while delivering top-notch services worldwide.

How to take PRCA to the next level? Looking ahead, PRCA’s future is built around two key pillars: “inclusion” and “innovation”. Hewes boldly stated, “We’re aiming for fewer, bigger, better. The focus will be on impactful initiatives that drive real change in the industry.”

And did he have any advice for the young PR professionals? To the up-and-coming PR professionals, Hewes had one clear message: “Volunteer for everything.” His advice underscored the importance of gaining experience, seizing opportunities & staying engaged in this fast-paced business.

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Shree Lahiri

Shree is the Senior Editor at Reputation Today and hopes to move from one focus area to another in the editions that will be released this year. Having worked in Corporate Communications teams, she has experience of advertising, public relations, investor and employee communications, after which she moved to the other side – journalism. She enjoys writing and believes the power of the pen is indeed mighty. Covering the entertainment beat and the media business, she has been involved in a wide range of activities that have thrown open storytelling opportunities.

She can be reached at: @shree_la on twitter