“A New Era for PRII (the Public Relations Institute of Ireland)”

Laura Wall:

It is an exciting time to step into the role of CEO at the Public Relations Institute of Ireland (PRII). Our profession stands at a defining moment, shaped by rapid change, digital acceleration and a shifting landscape of public trust. In an age of fake news, misinformation and disinformation, the role of communications professionals has never been more critical.

Our challenge, and our opportunity, is to ensure that truth and trust prevail. These are not abstract ideals, but the foundations of credible communication and ethical practice. The real power of our profession lies in building understanding and strengthening relationships between organisations and the public. It is here that the PRII must lead with confidence and clarity.

My vision is to evolve the PRII into Ireland’s most trusted, progressive and indispensable voice in communications. I want the Institute to be dynamic, future-focused and relentlessly member-driven. We will achieve this through two strategic imperatives; radical collaboration and modernisation, working closely with members and partners to shape the future of the profession. 

To bring this ambition to life, I am currently meeting with members to discuss what they want to see from us. I will soon begin developing our 26/27 implementation plan anchored in VISTA, our strategic framework built around five pillars: Voice, Insight, Support, Togetherness and Accreditation. Each pillar represents a practical commitment to action, from strengthening our advocacy and partnerships, to driving a real sense of community; where our events and networks become the heartbeat of the Institute, a place where ideas, collaboration and collective progress thrive.

Without revealing too much detail just yet, this framework will guide the Institute from vision to action. Every element of the implementation plan will be designed to ensure that the PRII not only reflects the current state of our industry but also its evolution.

We are fortunate to represent remarkable members working across every area of communications in Ireland. My priority is to ensure that they have a professional home that empowers, connects and champions them at every stage of their career.

These are exciting and challenging times for communications. They call for courage, creativity and collective ambition. As I begin this new chapter with the PRII, I am energised by what lies ahead for our members, for our profession and for the powerful role communications will continue to play in shaping an informed, connected and trustworthy society.

The PRII National Conference takes place on 23 October.

The theme, Transformation & Trust: Communicating for Impact in a Disrupted World could not be more timely. It captures the essence of where we are as a profession and where we must go. The conference will bring together some of the brightest voices in Irish and international communications to explore how we can uphold trust, drive positive impact and adapt to a world in constant flux. Visit PRII.ie for more. 

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Laura Wall is CEO of the Public Relations Institute of Ireland (PRII)

Written by: Editor