Matthew Marcial appointed as new CEO of PRSA

Matthew Marcial has officially assumed the role of chief executive of the Public Relations Society of America (PRSA) as of March 3, 2025, bringing a unique perspective shaped by his career path that diverges from the conventional public relations route. Having begun his professional journey in the hospitality sector, Marcial transitioned to the association landscape around 15 years ago. Most recently, he has served as a strategic consultant for nonprofits, assisting them with revenue generation planning, which has provided him with extensive experience in organisational leadership.

Marcial expressed his enthusiasm for the new role, saying, “I really got bit by the association bug.” His appointment follows the tenure of Linda Thomas Brooks, who stepped down in December after three years in leadership, marking a significant point in PRSA's evolution.

Marcial's professional history encompasses senior roles across diverse industries, including positions with the National Association of College Auxiliary Services and The Institute of Internal Auditors. His experience is noted for its applicability to the strategic aims of PRSA, as highlighted in a statement by the organisation. Marcial's background has involved responsibilities such as developing strategic plans and fostering cross-industry collaborations, which he considers pivotal for his new responsibilities.

One of the notable aspects of Marcial's vision for PRSA is the intention to reshape the perception of public relations beyond merely generating media coverage. He emphasised that the essence of PR lies in influence—both internally within organisations and externally in broader business contexts. "Communicators have become important players in shaping business strategy," he stated. Marcial aims to empower PRSA as a resource for not just public relations professionals but also for business leaders seeking to integrate professional communications principles into their strategies.

Discussing future directions, Marcial identified several pressing challenges facing the PR industry, including a growing public distrust and rapid advancements in technology, particularly artificial intelligence (AI). The perception of PR practitioners as "spinning the news" contributes to an identity crisis within the profession, which Marcial is keen to address. He plans to focus on promoting ethics and transparency within the field, aligning PRSA's values with the expectation of integrity in communications.