PRCA appoints Pete Baxter as Chair and Alison White as Vice-Chair of Standards Committee

The Public Relations and Communications Association (PRCA) has appointed Pete Baxter as Chair and Alison White as Vice-Chair of its Standards Committee, reinforcing its commitment to the highest standards of ethical and professional practice.

Pete Baxter, a qualified solicitor and experienced governance professional, spent over a decade as General Counsel and Board member at TUI, leading a cross-border legal function across twelve countries. He also chaired the Code of Conduct Committee at ABTA: The Travel Association for eleven years, gaining extensive experience in standards enforcement within a membership organisation. He now holds a portfolio of senior advisory, governance, and non-executive roles.

Alison White is an experienced Non-Executive Director, consultant, and qualified accountant, with a background in leading operations and commercial negotiations at Royal Mail Group, followed by several interim Chief Executive roles in organisations undergoing turnaround. She now holds a range of positions including Chair of the Veterinary Medicines Directorate and member of the Ministry of Defence Audit Committee, alongside advising on governance, risk, and organisational performance.

The PRCA Standards Committee plays a central role in maintaining trust and accountability across the communications industry. It oversees the application of the PRCA’s Codes of Conduct, considers complaints and potential breaches and helps shape best practice, ensuring standards evolve alongside the sector.

PRCA CEO, Sarah Waddington CBE, said:

"We are delighted to welcome Pete and Alison to the Standards Committee. Their depth of experience in governance and legal oversight will bring real strength to the committee’s work. At a time when trust, transparency, and accountability are under increasing scrutiny, their insight will be invaluable in helping us uphold the highest professional and ethical standards across the industry.”

Pete Baxter said:
​"Robust standards benefit members, protect the public, and ultimately strengthen the case for communications as a serious discipline. I'm delighted to be Chairing the committee at a time when the sector is receiving increased scrutiny."

Alison White added:
​"I'm very much looking forward to joining the Standards Committee and working with colleagues to ensure the continued high standards and professionalism of the PRCA."