PRIA rebrand to CPRA comes into effect

In addition to announcing its diamond jubilee, the Public Relations Institute of Australia has officially rebranded itself as Communication and Public Relations Australia (CPRA).

The announcement:

The nation’s peak body for communication and PR professionals is celebrating a double milestone, revealing its new identity under the Communication and Public Relations Australia (CPRA) name and the start of its Diamond Jubilee anniversary.

The relaunch of the association as Communication and Public Relations Australia marks a pivotal moment in its history and the evolution of the association’s work to represent the Australian communication industry.

Under the new moniker, Communication and Public Relations Australia (CPRA) will continue to build on the extensive work of the PRIA in delivering industry-leading training, networking and knowledge, fostering the community to allow professionals to connect with peers, providing recognition for their achievements through the coveted Golden Target Awards, and influencing the future of the industry.

Chair of Communication and Public Relations Australia, Shane Allison, said the launch of the CPRA brand injects new life into the organisation, showcasing how it evolves in line with the continual changes within the industry.

“It’s a defining moment for us as an organisation. It’s incredibly rare to celebrate such a significant milestone such as 75 years as an association, and to celebrate the future with a new name and striking new visual identity at the same time highlights the strength of the industry and our association,” Mr Allison said.

“Today is a celebration of the strength of our industry and recognises the contribution to the Public Relations Institute of Australia’s forebears: their efforts in advocating for the industry and pioneering our profession over the past 75 years is why we are here today.

“It’s also a celebration of the evolution of our industry, our ambition for our profession and the positioning of our peak association for the next 75 years as we continue to deliver industry-leading training, build the community of communication and PR professionals, and advocate for the growth of the industry” he said.

The evolution to Communication and Public Relations Australia

The new identity, Communication and Public Relations Australia, was selected by members last year with overwhelming support following a multi-year consultation process to select the name, spearheaded by Helen Hutchings.

CPRA was then brought to life from within the industry the peak body represents, with member consultancy Ogilvy PR proudly developing the visual identity to reflect the history and future of the organisation.

CPRA’s identity is centred around a dialogue box, with motifs of a ripple effect brought into the branding representing the amplification the industry facilitates. Ogilvy’s motivation was to use the new identity to highlight the consultative profession the communication and public relations industry is and symbolise the ongoing dialogue and strategic advice its members provide.

CEO of Communication and Public Relations Australia, Louise Harland-Cox, said it was important for the new identity to be developed from within the industry.

“We’re proud to reveal this and can’t thank Ogilvy enough for their generous investment into the future of the organisation. The new identity for Communication and Public Relations Australia is a striking design, and really captures the essence of our modern and evolving industry,” Ms Harland-Cox said.
A future of representation

Communication and Public Relations Australia will continue to build on the legacy it has built over the past seven and a half decades. According to Ms Harland-Cox, the industry is more relevant than ever and the need for its peak body has never been greater, and the growth of the association is proof.

“This is the diamond era for the communication and public relations industry. Over the past few years this has really been highlighted during the pandemic and several high-profile reputational management case studies. That’s why it’s more important than ever for the industry to have an organisation to support it as we navigate through new challenges,” Ms Harland-Cox said.

“The past three years has seen substantial growth of our membership, and we start our new era as Communication and Public Relations Australia with a stronger and more engaged membership base than pre-pandemic.

“I’m excited that today we transition to the more encompassing identity of Communication and Public Relation Australia – highlighting that we are an organisation that represents all communication professionals, and even more reflective of the industry we advocate for,” she added.

CPRA gives a voice to Australia’s communication and public relations industry on critical issues including skills shortages and migration policy, Artificial Intelligence and ethics, and trust, truth and transparency in ESG.

In shaping the future of the industry, CPRA will also continue the university accreditation program, run by PRIA, to ensuring universities are providing skilled and creative emerging practitioners who understand technical and strategic practice.

CPRA will be holding a number of local networking nights throughout February as it celebrates the double milestone through ‘CPRA Month’. Further information about the specialist community and sector specific membership groups will also be released in the coming weeks.

Source: CPRA

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topics Communication and Public Relations Australia CPRA Louise Harland-Cox Ogilvy PR Public Relations Institute of Australia Shane Allison

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