The PRII is delighted to introduce a new five-year strategy, designed to support sector growth and deepen recognition of the value and contribution of the communications sector.
The strategy sets out a bright future for our members, whose strategic communications work is increasingly recognised and valued as critical to problem-solving and success in organisations across the public and private sectors, from small voluntary bodies to multinational brands.
The plan is called VISTA to reflect our ambitious scope and five key goals: Voice, Insights, Support, Togetherness, and Accreditation.
These goals aim to facilitate the forging of valuable professional connections, tap into global thought leadership, and stay abreast of industry trends through networking opportunities and informative resources. We will also continue to deliver our long-established professional development programmes, support members throughout their careers, and attract the next generation of talent.
Speaking about the Strategy, PRII President, David Geary said, “Our work over the coming years will, of necessity, engage with the world’s pressing challenges, where our members play pivotal roles in the fight against climate change, promoting equality and tolerance, and fostering digital fluency in the fight back against disinformation.”
“Truth and trust are under attack,” Geary said, “and communicators must be custodians of both. In the AI sphere, this presents fresh challenges to be navigated. By staying informed and embracing responsible AI practices, the profession can harness its potential to enhance its work while upholding the highest standards of professionalism and ethical conduct.”
CEO, Dr Martina Byrne said, “There is a much better understanding nowadays about the contribution of quality, strategic communication to our economic, cultural, social, and political lives. It is no longer seen as a cost-centre but as a value generator. This new strategy will support the current, and next, generation of our members.”
Developed following extensive engagement with our membership, the new strategy promises to shape the future vista and standards for both current and prospective practitioners.
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