The Public Relations and Communications Association (PRCA) has published a new definition of public relations following a consultation with its membership and industry leaders. The consultation, undertaken in January 2026, was prompted by a recognition that many existing definitions no longer reflect the realities of modern practice. Too often, public relations is still understood primarily as media relations or publicity, rather than as a strategic discipline that supports organisational performance, decision-making and long-term trust. The new definition reflects the role of today’s practitioners as strategic advisors, helping organisations navigate complexity,…
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