PRCA names Purposeful Relations AI partner

The Public Relations and Communications Association, PRCA, has appointed Purposeful Relations as its first AI partner, formalizing a collaboration focused on standards, skills and governance in artificial intelligence.

Purposeful Relations advises communications and PR teams on AI, technology, data and measurement. The firm provides consultancy, training and technology integration for agencies, corporate affairs teams and in-house communications leaders.

Strengthening AI standards in PR

The partnership builds on existing ties between the two organizations. Stuart Bruce, co-founder and co-CEO of Purposeful Relations, previously led the establishment of the AI working group of the PR and Communications Board and co-authored the PRCA AI Green Paper on responsible AI standards, published in January.

As part of the 2026 programme, Purposeful Relations will work with the PRCA on roundtables and webinars addressing regulatory, ethical and operational questions around AI adoption.

Equipping members for AI adoption

Sarah Waddington CBE, CEO, Public Relations and Communications Association: "Artificial intelligence is transforming every aspect of communications practice. As the professional body for public relations, it is our responsibility to ensure members are equipped with the knowledge, skills and ethical frameworks to lead in this new era. We are delighted to welcome Purposeful Relations as our first AI partner and look forward to working together to set clear standards and provide practical guidance for the profession."

Stuart Bruce, co-founder and co-CEO of Purposeful Relations: "AI is critical to the future of the public relations profession. Members need to ensure AI adoption ethically and effectively within their teams, as well as being able to provide expert advice on social license for AI to ensure stakeholders trust AI as it is used across whole organizations. Influencing AI answers, or GEO, is a huge opportunity for the public relations profession, but we need to rapidly equip it with the expertise to deliver it."

Developing practical guidance for agencies

The collaboration positions the PRCA to expand its role in setting professional expectations around AI. Through structured discussions and training, the association aims to help agencies and in-house teams integrate AI responsibly while maintaining public trust.

www.prca.global

www.purposefulrelations.com

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