Biggest overhaul for PR & comms in 75 years as PRIA rebrands
The Public Relations Institute of Australia (PRIA) will be rebranded to formally include the comms sector, in the most significant changes to the organisation in its 75 year history, Mumbrella can reveal.
The industry body voted on two ‘critical resolutions’ on Wednesday afternoon – a new name and changes to the constitution – in what it described as a “huge step forward” in growing its presence and future in Australia.
The PRIA Board, and President Shane Allison, proposed the institution’s new name: Communication and Public Relations Australia (CPRA).
“This new identity, developed after extensive consultation with our members and industry, reflects not just our heritage, but our future, embracing the full diversity of our profession. A new identity will give our resurgent Institution new latitude to grow and propel our industry forward,” Allison wrote in an email to members.
The Board also suggested changes to the Constitution, after completing a review of its current one, which was adopted in 2016.
“The new Constitution provides governance arrangements that will support the sustainability of our institution and help our executive, led by Louise Harland-Cox, build structures that support the long-term growth of our institution,” Allison wrote.
“We believe the new Constitution will reflect current market practice and consider it most appropriate to adopt a wholly new Constitution, rather than amending the existing one in a piecemeal manner.”
Key changes to the Constitution include simplifying and expanding membership classes, streamlining processes and improving its best practice governance. Electing the Board will also become a more democratic process under the new Constitution.
Mumbrella understands 95% of the voting members said yes to the name change, while 85% voted yes for changes to the Constitution.
PRIA President, and CEO of Public Address, Shane Allison
PRIA President and CEO of Public Address, Shane Allison, said: “It positions our association for growth in the future and I thank everyone for their vision for our association in voting in favour of this.
“The decision to rename our association is truly momentous, and nothing marks turning 75 better than celebrating our heritage and positioning our association for the next 75 years of growth.”
He told Mumbrella: “This means the communications industry in Australia has an industry body that is united, energised, focused on the future and delivering value for members.
“This is about positioning our association for the next decade of growth, it’s about enabling us to bring the vision we have for our industry to life,” he continued. “There is so much opportunity ahead for the communications industry, and not having a really proud advocacy and professional development body has meant, at times, we haven’t been able to capture those opportunities, but now we can achieve that.”
Allison acknowledged that not all members are supportive of the changes, and assured that the Board will continue to engage with them to address their concerns.
The changes will take effect on 1 February, 2024.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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You’re rebranding it as CRAPER???
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Absolutely hilarious for an expert body in Public Relations, to finally rebrand after years of dithering.. to an anagram of CRAP
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