PRCA Strengthens Membership Offer with an Updated Member Value Proposition
The Public Relations and Communications Association (PRCA) has launched a revitalised Member Value Proposition (MVP), a thorough upgrade to the support, services and strategic guidance offered to its diverse and growing membership community.
The enhanced MVP is designed to make PRCA membership easy and engaging, empowering practitioners, agencies and in-house teams to grow personally, professionally and commercially.
This transformation follows an extensive listening exercise conducted throughout the year. Members across all bands shared their priorities, challenges and expectations with feedback that directly shaped the new proposition.
In response to calls for greater clarity, value and hands-on support, the PRCA has introduced a series of new benefits and strengthened existing ones, including:
Dedicated Account Management
Larger members will now receive a dedicated account handler and quarterly Value Review Meetings to ensure membership aligns directly with organisational strategic goals.
Tailored, Lifecycle-Specific Support
From training and development to insights and research, recruitment and retention, differentiation and growth, DEI, employee schemes, mergers, acquisitions and succession planning, the PRCA now offers bespoke organisational support, recognising that every member organisation is at a different stage of its lifecycle. Legal templates have also been reintroduced.
Business Growth and Procurement Support
A new Business Advisory Service will provide expert support across differentiation, growth, international expansion, leadership planning and more. Coupled with initiatives such as #NewBizFest and Pitch Forward, members gain enhanced tools to win and retain business and find the right partner in a competitive marketplace.
Improved Professional Standards
Responding to demand for greater structure and parity with other management disciplines, the PRCA has introduced CMS GO complementing the flagship Communications Management Standard (CMS). These accreditations improve operational rigour while unlocking commercial benefits and securing management team respect.
Championing the Industry with Stronger Advocacy and Representation
The PRCA continues to amplify the collective voice of the profession through expanded representation at the CBI and the Trade Association Forum, ensuring member perspectives shape government policy and business environments. The Association also maintains close engagement with the Department for Trade & Business.
Additionally, the PRCA has strengthened its Code for Professional Lobbying reinforcing transparency, accountability and excellence across the public affairs sector.
Under the new MVP, members gain access to:
- Strategic Advantage Reports, offering insights across technology, policy, market trends and regulation.
- World-class training and CPD, including bespoke programmes and future-skill areas such as AI, digital and data.
- DEI and workplace psychological safety resources, supported by REEB, EIAB and specialist external partners.
- An OFSTED-rated ‘Outstanding’ Apprenticeship programme, mentoring schemes and peer-to-peer buddying.
The PRCA has also refreshed its branding pack and anniversary badges, enabling members to more clearly signal their commitment to ethical codes and professional excellence.
PRCA CEO Sarah Waddington CBE said:
"Our new Member Value Proposition reflects what our community told us they needed most: clearer value, deeper support and a more strategic partnership with PRCA.
"This is just the beginning. We are committed to continually listening, responding and building a membership experience that drives real impact for every organisation and individual we serve."
To learn more about the new proposition or discuss your needs, contact membership@prca.global.
