PRCA marks International Procurement Day with global outreach, new guide and AI event

The Public Relations and Communications Association (PRCA) has written to procurement professionals and business membership organisations across the world to underline the critical role of public relations (PR) and public affairs (PA) professionals in managing the impact of Artificial Intelligence (AI) on reputation.

Timed to coincide with International Procurement Day (25 April), the open letter explains how AI is affecting reputational risk and why managing this is the remit of communications teams.

AI-generated content is now a primary source of information for customers, investors, journalists and employees. Unlike traditional search engines, AI platforms actively generate narratives about organisations, making it important for organisations to work closely with PR and PA professionals to ensure accuracy, consistency, and credibility in how they are represented.

It is recommended that when commissioning public relations support, AI reputation audits, ongoing monitoring and reporting, and crisis and misinformation readiness fall into the scope of work.

Alongside the letter the PRCA has launched a definitive Guide to PR and PA Procurement, providing practical advice and best practice for organisations seeking to commission public relations services.

The PRCA will host an international webinar on 18^th May from 12:30 – 13:30 BST, bringing together procurement, business and AI experts to explore the challenges and opportunities posed by AI-driven reputation. The session will be led by PRCA Head of Matchmaker Debbie Little and AI specialist Stuart Bruce of Purposeful Relations.

PRCA CEO, Sarah Waddington CBE, said:

“International Procurement Day is an opportunity to highlight the critical role procurement teams play in safeguarding organisational reputation. As AI tools increasingly shape how organisations are understood, the decisions that procurement professionals and directors make about communications support have never been more important.

“Through our global outreach, new Procurement Guide, and upcoming event, we are equipping organisations with the knowledge and expertise they need to manage AI-driven reputation risk responsibly and effectively. PRCA members sign up to a rigorous Code of Conduct, are focused on the highest ethical standards, and should always be the first port of call for anyone recruiting in this space.”