PRCA Mena launches academy to advance strategic and personal skills for regional PR professionals
PRCA Mena, the regional branch of the world’s largest public relations body, has launched the PRCA Mena Academy to provide enhanced professional development opportunities tailored for communications professionals across the Middle East and North Africa (MENA) region. Building on its established global training framework, the Academy introduces a range of specialised workshops, masterclasses, and certified training programmes designed to meet the evolving demands of the industry locally.
The Academy’s curriculum spans a diverse array of topics, reflecting the multifaceted nature of modern PR and communications. Courses range from value-based selling, pricing strategies, negotiation, procurement, pitching, and PR evaluation to more advanced and emerging areas such as the integration of artificial intelligence in PR and agency positioning. Recognising the broader professional needs within communications roles, the Academy also offers training in supply chain and contract management alongside wellbeing, mental fitness, and subconscious mastery. This holistic approach aims to bolster both the strategic and personal skills of communications professionals.
Courses are delivered through flexible formats, including in-person sessions, webinars, and virtual classes, allowing accessibility for individuals and organisations alike. The Academy caters to all career stages, whether participants are seasoned leaders or newcomers seeking to sharpen their capabilities. Conrad Egbert, Head of PRCA Mena, emphasised the practical focus of the training, stating that the programmes go “beyond theory” to ensure relevance and immediate applicability in the professional environment.
Open to PRCA members and non-members, the Academy also offers bespoke training proposals tailored to companies wishing to develop their teams. This flexibility supports organisations aiming to invest strategically in capacity building and upskilling within their communications departments.
This initiative aligns with PRCA Mena’s broader mission established since its inception in 2016, which is to elevate professional standards in PR and communications throughout the region. Representing over 35,000 professionals across 82 countries worldwide, PRCA Mena provides not only training but a platform for advocacy, industry data access, and networking for PR practitioners.
The launch coincides with an active period for PRCA Mena that includes forthcoming events like the PRCA MENA Conference 2024 scheduled for November 14 in Dubai, which promises industry thought leadership on topics from media evolution and digital transformation to corporate social responsibility and the role of AI in communications.
In the broader MENA region, other professional bodies such as the Middle East Public Relations Association (MEPRA) also provide complementary training opportunities, underscoring the growing emphasis on continuous professional development amid rapid industry changes.
Additionally, collaborative efforts like Q Communications’ Qcademy, developed in partnership with PRCA Mena, illustrate a trend towards integrated training models offering tailored internal and external learning, all designed to furnish PR professionals with cutting-edge skills and qualifications.
Overall, PRCA Mena Academy represents a significant step in addressing the dynamic needs of PR and communications professionals in the region, blending practical expertise with strategic insight and personal development to help practitioners thrive in a competitive and fast-changing industry landscape.