‘The public relations industry’s purpose has never been clearer’ – PRCA launches new Purpose Group

The Public Relations and Communications Association (PRCA) has today announced the launch of The Purpose Group, co-chaired by Purpose Union Chairman and Co-Founder Daniela Flores, and Franses Founder and CEO Chloe Franses.

The Purpose Group will help PR practitioners instil social impact philosophies and strategies for businesses and brands, providing them with the resources necessary to communicate this effectively to their relevant audiences.

Chloe leads a strategic and creative consultancy, which was recently named as a 2019 PRWeek Top 150 agency. She’s worked closely with global brands such as Bentley, Pearson, Formula E, Artic Basecamp, and BritVic.
Chloe Franses CMPRCA, Founder and CEO, Franses, said: “Purpose has become a buzz word and this group will be about turning intention into action and enabling brands and the PR professionals who advise and represent them, to take the next crucial steps. With workshops, speaker events, panel discussions and roundtable dialogue, we aim to inspire, innovate and empower.” 
Daniela has over 12 years of experience advising organisations across Europe, the Middle East and Latin America on their reputation and communication strategies. She now focuses on delivering social purpose campaigns for private, public and social sector clients.
Daniela Flores CMPRCA, Co-Founder, Purpose Union, said: “This is an important moment for the PR industry to lead the way in purpose-driven communications, helping companies embed purpose across businesses and brands, and communicate their social value as well as financial value. We hope this group will help communications professionals, and in turn benefit the companies they work for, to set new standards and shape the future of communications.”
On the new Group, Francis Ingham MPRCA, Director General, PRCA, said: “The public relations industry’s purpose has never been clearer – our work inspires audiences and brands to make positive contributions to the societies in which they operate. I’m delighted that both Daniela and Chloe will lead the new Purpose Group. With their combined experience and professional expertise in developing campaigns that drive social impact, this Group has the potential to set a new standard for PR and purpose-led communication.”
Find out more about the Group by emailing kyrie.abrahams@prca.org.uk.

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