Strategic Planning

Preparing for the Future

PRSA outlines its organizational priorities in a long-term strategic plan, which is prepared once every three years. Strategic planning initiatives are led by that year’s chair-elect and president/COO, as well as other current directors, staff members and member volunteers. The Society’s current strategic direction is conveyed in the PRSA 2011–13 Strategic Plan. The plan sets forth the current vision and mission for the Society and establishes goals with objectives and supporting actions for each.

Vision
PRSA envisions a public relations profession in which:

• The role of public relations is broadly understood and valued as essential in contributing to the accomplishments of every organization’s strategic objectives.
• Every professional follows the principles embodied in the PRSA Code of Ethics.
• Every professional understands and promotes the value of a diverse profession.

Mission
The PRSA mission is to:

• Advocate for the profession and the professional.
• Support members at all stages of their careers.
• Provide public relations professionals with the resources and tools they need to achieve professional excellence.
• Advance the ability of public relations professionals to contribute to the success of the organizations they represent and the public relations profession at large.
• Facilitate communities where members engage, connect and build relationships.
• Drive thought leadership in the profession through research and scholarship.

Strategic Pillars: 2011–13:
The PRSA strategic goals are built around the following primary initiatives:

• Advocacy
• The Business Case for Public Relations™
• Communities
• Diversity
• Education
• Ethics
• Excellence in Society Management