PRCA Publishes New Definition of Public Relations After Member Consultation

Public Relations and Communications Association (PRCA) published a new definition of public relations in February 2026, following a member consultation undertaken in January. The consultation was prompted by a recognition that existing definitions no longer reflect the realities of modern practice — and that the profession is still too often understood through the lens of media relations or publicity rather than as a strategic discipline.

The new definition reads: "Public relations is the strategic management discipline that builds trust, enhances reputation and helps leaders interpret complexity and manage volatility — delivering measurable outcomes including stakeholder confidence, long-term value creation and commercial growth." The definition is accompanied by ten underpinning principles, spanning relationship-centredness, earned credibility, strategic counsel, stakeholder engagement, and the role of PR in shaping the information ecosystem — including in the age of AI.

A draft was shared with PRCA industry leaders for feedback on clarity, accessibility, and ethical responsibilities. Respondents offered broad support for the direction, alongside constructive challenge — including calls for a stronger emphasis on ethics and the inclusion of marginalised communities and non-human stakeholders such as the environment and future generations, both of which have been reflected in the final version.

PRCA CEO Sarah Waddington CBE said: "Public relations is currently a strategic discipline focused on trust, insight, and long-term success. This consultation showed strong support for modernising how we define our profession."