Sarah Waddington confirmed as PRCA CEO after transformative interim leadership
The Public Relations and Communications Association (PRCA) has confirmed Sarah Waddington CBE as its permanent CEO following an extensive two-month recruitment process that attracted over 300 candidates. Waddington initially took on the role as interim CEO at the start of this year, appointed by the PRCA’s management board amid a period of transition after the departure of her predecessor, James Hewes. Over the past six months, she has led a significant transformation of the association, implementing a strategic restructure and refreshing its core objectives to better serve members in a challenging market environment.
Under Waddington’s leadership, the PRCA has strengthened its influence and representation by joining key business groups such as the Confederation of British Industry (CBI) and the Trade Association Forum (TAF). These memberships are intended to give the PR and communications sector a stronger voice within government and the broader business community, ensuring that members’ interests are well represented as public affairs and PR evolve as vital management functions. The PRCA’s move to join TAF, supported by the Department for Business and Trade, is particularly strategic, offering tailored guidance and operational resources that enhance the association’s ability to innovate its service offerings and improve operational efficiency.
In addition to expanding its alliances, Waddington has launched initiatives aimed at increasing member value and engagement. Notably, the PRCA introduced a Large Agency Forum designed to foster collaboration among leading industry players on matters of reputation, representation, and investment. This confidential platform for high-level discussions recognises the pivotal role that large agencies play in shaping the future of the industry. Furthermore, under Waddington's guidance, the PRCA has overseen an Ofsted inspection resulting in an Outstanding rating for its Apprenticeship programme, highlighting the association’s commitment to professional development and skills advancement within the sector.
Waddington, who also serves as a professional advisor and non-executive director at Wadds Inc. and co-founder of Socially Mobile, is a prominent figure in UK public relations having formerly presided over the Chartered Institute of Public Relations (CIPR). She brings extensive sector experience and a clear vision for the PRCA’s future. Speaking to PRovoke Media, she emphasised her commitment to championing members at every opportunity and enhancing the association’s international presence through strategic partnerships. "Public affairs and public relations have huge potential as a management function," she said, underlining her intention to advocate vigorously for the profession within government and business circles.
Waddington also highlighted inclusivity as a core value of the PRCA, expressing pride in her identity as a working mother from outside London. Her appointment signals a broader commitment within the association to diversify representation and extend its reach beyond the capital into regions, nations, and global markets. This inclusive approach aligns with the PRCA’s recent governance reforms aimed at streamlining management structures to improve transparency, decision-making, and responsiveness to member needs.
As the PRCA continues to navigate an evolving industry landscape, the appointment of Sarah Waddington as permanent CEO marks a significant moment of renewed focus and energy. The association’s strategic moves to increase representation, invest in member services, and champion professional development position it to effectively support and grow its membership base, both within the UK and internationally. Waddington’s leadership underscores the PRCA’s determination to remain the pre-eminent association for communications professionals, ready to meet future challenges and opportunities head-on.