PRCA publishes new definition of public relations

The Public Relations and Communications Association (PRCA) has published a new definition of public relations following a consultation with its membership and industry leaders.

The consultation, undertaken in January 2026, was prompted by a recognition that many existing definitions no longer reflect the realities of modern practice. Too often, public relations is still understood primarily as media relations or publicity, rather than as a strategic discipline that supports organisational performance, decision-making and long-term trust.

The new definition reflects the role of today’s practitioners as strategic advisors, helping organisations navigate complexity, manage risk, build relationships with stakeholders and operate responsibly in a fast-changing environment.

A draft definition and accompanying principles were shared with PRCA industry leaders, inviting feedback on clarity, accessibility, ethical responsibilities and future development. While there was broad support for the direction of the work, respondents raised constructive questions that have informed the final version published today.

Sarah Waddington CBE, PRCA CEO, 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, alongside a clear desire for continued dialogue about how public relations evolves.”

The PRCA is publishing the final definition and consultation summary in the spirit of transparency and ongoing engagement with its community.