Tag: PRCA

PRCA announces Purposeful Relations as its first-ever AI partner

Stuart Mitchell

The Public Relations and Communications Association (PRCA) has announced Purposeful Relations as its first-ever AI partner. Purposeful Relations is a global advisory firm that enhances the performance of communications and PR teams through AI, technology, data and measurement. It provides consultancy, training and technology development and integration to communications, corporate affairs and marketing agencies, as well as in-house corporate communications leadership teams. Stuart Bruce, co-founder and co-CEO of Purposeful Relations, led the establishment of the AI working group of the PR and Communications Board. He was one of the co-authors…

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PRCA On the Record Campaign Calls for Thorough Lobbying Reform

Stuart Mitchell

The Public Relations and Communications Association (PRCA) has renewed its call for urgent reform of the UK’s lobbying transparency framework through its On the Record campaign. The PRCA is asking the UK Government to extend regulation so that all lobbying is properly governed, documented and publicly reported, as the current system only captures a small proportion. The campaign promotes best practice and full transparency across the profession. The PRCA’s own Code for Professional Lobbying requires members to meet clear ethical standards and publish quarterly activity through the Public Affairs Register.…

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PRCA publishes new definition of public relations

Stuart Mitchell

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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PRCA commissions research to define PR’s contribution to the UK economy

Stuart Mitchell

The PRCA has commissioned CBI Economics, the CBI’s independent economic consultancy division, to assess the economic, social and strategic value of the public relations sector. The research, to be published later this year, will establish a robust, credible evidence base that finally captures the full contribution of public relations to the UK economy. It will go beyond traditional measures such as Gross Value Added (GVA) and employment and reframe PR as a strategic capability underpinning commercial performance, trust-building, risk preparedness and behaviour change. The work will be brought together for…

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PRCA publishes AI Green Paper to set the standard for responsible AI in PR and communications

Stuart Mitchell

The Public Relations and Communications Association (PRCA) has published its AI Green Paper: Setting the Standard for Responsible AI, a landmark resource designed to help the PR and communications profession adopt artificial intelligence ethically, transparently and with confidence. The Green Paper responds to the rapid acceleration of AI adoption across PR, from research and insight to content creation, media monitoring and campaign evaluation. While AI presents significant opportunities to improve productivity and creativity, the paper emphasises the profession’s responsibility to ensure its use strengthens public trust, protects organisational reputation and…

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