PRCA announces Purposeful Relations as its first-ever AI partner

The Public Relations and Communications Association (PRCA) has today announced Purposeful Relations as its first-ever AI partner.

Purposeful Relations is a global advisory firm that enhances the performance of communications and PR teams through AI, technology, data and measurement.

It provides consultancy, training and technology development and integration to communications, corporate affairs and marketing agencies, as well as in-house corporate communications leadership teams.

Stuart Bruce, co-founder and co-CEO of Purposeful Relations, led the establishment of the AI working group of the PR and Communications Board. He was one of the co-authors of the PRCA AI Green Paper on Setting the Standards for Responsible AI published in January.

As a PRCA partner for 2026, Purposeful Relations will work closely with the PRCA across a programme of activities including roundtables and informative webinars on critical and topical AI issues.

PRCA CEO Sarah Waddington CBE said:

“Artificial intelligence is transforming every aspect of communications practice. As the professional body for public relations, it is our responsibility to ensure members are equipped with the knowledge, skills and ethical frameworks to lead in this new era. We are delighted to welcome Purposeful Relations as our first AI partner and look forward to working together to set clear standards and provide practical guidance for the profession.”

Stuart Bruce, co-founder and co-CEO of Purposeful Relations said:

“AI is critical to the future of the public relations profession. Members need to ensure AI adoption ethically and effectively within their teams, as well as being able to provide expert advice on social licence for AI to ensure stakeholders trust AI as it is used across whole organisations. Influencing AI answers, or GEO, is a huge opportunity for the public relations profession, but we need to rapidly equip it with the expertise to deliver it.”