From fragmented to future-ready: A digital transformation that redefined a profession

How does a team of six reimagine digital engagement for over 1,200 members - while tackling a ten-year-old fragmented website, limited resources, and the disruption of a global pandemic? In this compelling case study, Dr Martina Byrne, Chief Executive of the Public Relations Institute of Ireland (PRII), shares how her team led a transformation that not only modernised their systems but revitalised how they connect, communicate and deliver value to members. 

A year since launching their ReadyMembership platform, PRII has seen a 70% increase in website traffic, above average retention rate (over 92%) and 2% net membership growth, along with the delivery of rich, personalised logged-in experiences that deepen engagement and raise the profile of the PR profession in Ireland.

This session will explore:

• The unique challenges and opportunities small associations face when undertaking major digital transformation with limited internal capacity
• How PRII responded to changing member needs post-Covid, reshaping content delivery and networking opportunities in a rapidly evolving environment
• How the right digital platform can build emotional connection and long-term loyalty through personalised, logged-in member experiences and deliver membership growth
• Lessons for associations and suppliers: from communication and cultural fit to the importance of chemistry in successful collaboration