PRCA publishes updated definition of public relations

The Public Relations and Communications Association (PRCA) has published an updated definition of public relations following a consultation with members and industry leaders, aiming to reflect how the discipline operates today.

The review, conducted in January 2026, responded to concerns that existing definitions no longer capture the full scope of modern practice. Public relations is still frequently viewed as media relations or publicity, rather than as a strategic function that supports organisational performance, decision-making and long-term trust.

Rethinking the role of public relations

The revised definition positions public relations practitioners as strategic advisers who help organisations navigate complexity, manage risk, build stakeholder relationships and act responsibly in a rapidly changing environment.

PRCA shared a draft definition and supporting principles with industry leaders, inviting feedback on clarity, accessibility, ethical responsibilities and future development. While respondents broadly backed the direction of the work, they also raised questions that shaped the final version.

Industry consultation informs final version

Sarah Waddington CBE, Chief Executive Officer at PRCA: "Public relations is currently a strategic discipline focused on trust, insight, and long-term success. This consultation showed strong support for modernising how we define our profession, alongside a clear desire for continued dialogue about how public relations evolves."

PRCA has published the final definition alongside a summary of the consultation process, positioning the move as part of its ongoing engagement with members and the wider communications community.

www.prca.global

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