Francis Ingham outlines the changes the PRCA is undergoing, from a new website, to a change in name and brand, to a new chairman to lead the organisation for the next two years.

Back in May, the PRCA launched an industry-wide consultation on whether it should change its name. It was a question that arose out of two related drivers. First, the PRCA – the Public Relations Consultants Association – is no longer limited to ‘consultants,’ as it was when it was established in 1969. It welcomed in-house teams in 2009 and individuals in 2011. And second, as the dividing lines between practice have blurred over the years, many within our industry no longer term themselves as offering just PR.

We invited our PR Council – they are the think tank of the PR industry, after all – to give its suggestions; then we opened up the consultation to the PR industry, both members and non-members alike. We took their thoughts on whether or not we should change our name. And if so, what should the new name be?

On 26 July, we presented a report of the findings to our board of management. The board agreed wholeheartedly with the recommendations outlined in the report and with recommendations direct from the PR industry itself, that we should change our name to the PRCA. Yes, you read that right. To be a little more specific, the board agreed that we should change our name to the Public Relations and Communications Association. Different name, same acronym.

For those of you who voted for the PRofessional Communicators’ Association, bad luck. Likewise to those who plumped for PRUK, UKPR, Communications UK, the UK Communications Association, the UK Communications Institution, and all the other thoughtful – and occasionally funny – responses. The board agreed that this name summarises exactly who we are right now. It represents everyone in this industry, while recognising that our industry is a far broader church than it used to be. And, the canny experts in brand communications that they are, they particularly liked the fact that the PRCA would lose nothing of its hard-fought-for brand equity by changing entirely.

It’s a win-win, we think. But just because we have the same acronym as before, we think it would be entirely inappropriate to continue as we did with the same logo. And so, it is with great pleasure that we reveal a new, grown-up logo, to represent the new, grown-up, Public Relations and Communications Association. And a new tagline to boot – ‘The Power of Communication.’

At the same time that we are launching the new PRCA, we are launching an entirely new website. Check it out at www.prca.org.uk. After many months of hard work developing the new site, this will make the user journey a far easier and more enjoyable process than ever before. With a vastly improved members area, you’ll now be able to manage how you use your PRCA membership more effectively. And there’s an improved Insights section, providing all the information, opinion and data that you need to help you succeed in the PR industry.

And one final news story from the PRCA. We have elected Steffan Williams, group MD of Newgate Communications, as our new chairman. He replaces Matt Neale, president, international, Golin, who did a fantastic job, growing our membership to 20,000 over the past two years. Williams says he plans to carry on the great work of the PRCA, “Confirming the UK’s position as one of the world’s leading centres on all kinds of reputational advice,” adding that he has a plan to, “Make the PRCA even more visible in city and financial PR.”

It’s been a busy time for the PRCA. But we do it for one reason, and one reason alone. To contribute towards the growth and improved standards of the UK PR industry – a £12.9bn success story that shows no sign of stopping.

Francis Ingham is director general of the PRCA