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 2014–16 Strategic Plan. The plan sets forth the current vision and mission for the Society and establishes goals with objectives and supporting actions for each.
Public Relations is a lead discipline in driving strategic goals and achieving excellence in every organization
As the preeminent association for public relations and communications professionals, PRSA empowers a diverse community of members at every stage of their career with the knowledge and resources to advocate for the profession, achieve ethical and professional excellence, and drive the strategic outcomes of their organizations.
Advocacy: Champion the strategic value of ethical public relations and the role of public relations as a lead discipline in driving organizational strategy.
Communities: Facilitate the creation of virtual and face-to-face communities where members engage, connect and build relationships to learn, teach, share, network and mentor in ways that support and enrich their careers, and professional and personal lives.
Education: Deliver exceptional, relevant lifelong learning opportunities.
Excellence: Be a best-in-class member organization where PRSA leadership, volunteers, members and staff collaborate to ensure success.
Growth: Enable organizational growth and excellence by continually determining the value and impact of our strategic priorities.