Strategic Planning

Preparing for the Future

PRSA outlines its organizational priorities in a long-term strategic plan, which is prepared once every three years. It is researched and written by a Strategic Planning Committee, which is comprised of 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 2008 – 2010 PRSA Strategic Overview. The plan sets forth the current vision and mission for the Society and establishes goals with objectives and supporting actions for each.

Vision

PRSA serves a diverse community of professionals, empowering them to excel in effective, ethical and respectful communications on behalf of the organizations they represent, and the constituencies they serve.

Mission

PRSA, the world’s leading advocate for communications professionals, advances the careers of its members by providing:

• Lifelong learning.
• Vibrant, diverse and welcoming professional communities.
• Recognition of capabilities and accomplishments.
• Thought leadership, ethics and professional excellence.

Goals: 2008 – 2010

Learning: To deliver exceptional, relevant lifelong learning opportunities.
Community: To create welcoming, diverse, global communities where members engage, connect and build relationships.
Thought Leadership/Knowledge Sharing: To advance strategic and tactical capabilities by serving as the leading source of ideas, techniques, best practices and innovative research.
Recognize Capabilities and Accomplishments: To honor the capabilities and accomplishments of members through credentialing, awards and leadership development.
Advocacy and Ethics: To enhance awareness of the vital role of public relations and its contribution to open, honest and respectful communications.
Organizational Excellence: To enable PRSA to be a best in class member service organization where members and staff collaborate for success.