Tag: PRCA

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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Purple Tree Communications Becomes First Agency to Achieve PRCA CMS Go Accreditation

Stuart Mitchell

Purple Tree Communications, a female-founded, independent PR agency, has become the first agency in the UK to be awarded the PRCA CMS Go accreditation, a newly launched best-practice standard developed specifically for small agencies. The Communication Management Standard (CMS) is the only globally recognised best-practice accreditation for PR and communications agencies. Developed by the Public Relations and Communications Association (PRCA), CMS assesses agencies across nine key areas, including Leadership and Communication, Business Planning, Financial Management, Client Satisfaction, People Management, Campaign Delivery, and Equity. In 2025, the PRCA introduced CMS Go,…

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PRCA Statement on Lobbying Integrity and the Need for Immediate Regulatory Action

Stuart Mitchell

The reports about the lobbying practices of Arden Strategies should be taken extremely seriously. ​ If what is alleged is accurate, these are precisely the kinds of behaviour that seriously undermine public confidence in our industry. The fact that receiving sponsorship for access to politicians and advisers could be allowed within the current rules demonstrates the need for urgent reform. ​The Government must order a review of cash-for-access schemes through the newly created Ethics and Integrity Commission, and take action accordingly. As the UK’s largest trade association for consultant lobbyists,…

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