Latest news with #PRCA
New Straits Times
15-07-2025
- Business
- New Straits Times
PR industry at critical juncture, must reset to stay relevant
KUALA LUMPUR: Malaysia's public relations (PR) industry is at a critical juncture and must reset its foundations to remain relevant, Public Relations and Communications Association (PRCA) Malaysia president Prof Mohd Said Bani CM Din said. He said the profession must return to its roots of truth, trust and transparency, while also redefining its role amid digital disruption, blurred identities and fragmented representation. "Public relations is more than just content creation or social media management. It is about strategic relationship-building, managing reputation and engaging stakeholders with integrity and empathy," he said in a statement. He expressed concern that PR is increasingly misunderstood or reduced to superficial activities such as managing viral content, drafting social media captions or handling optics during crises. "One in-house executive once said, 'the war is on social media' during a corporate crisis. That mindset is dangerous. "A crisis is not a war, but a time for calm and sincere communication. Social media is a platform, not the strategy. Confusing volume with value risks undermining credibility." Said Bani said the identity of the profession is being diluted, with marketers, influencers and digital agencies frequently claiming the PR label. "Real PR is about narrative stewardship and long-term brand trust, not just trending hashtags or polished reels," he said. He also raised concerns over growing fragmentation in the industry, adding that Malaysia currently has three separate PR associations, with one operating within a government ministry and receiving federal support despite the absence of any legal framework granting it exclusive legitimacy. "Worse still, discussions on accreditation are being held without engaging the very practitioners, agencies and educators that make up the PR ecosystem. This top-down approach risks deepening disunity." He also criticised the preference for foreign PR firms, particularly in high-profile government and GLC-led projects. "Time and again, lobbyists and agencies from the UK or the US are appointed to lead Malaysian communications campaigns. "They then front operations through local media personalities or consultants. "This sidelines a vast pool of capable Malaysian professionals and perpetuates the myth that foreign equals superior. Effective PR must be rooted in local language, culture and community dynamics." He said Malaysia could emulate Singapore's proactive support for its local PR firms. "In Singapore, the government helps PR firms go global. In Malaysia, we pay foreign firms to operate here." He said the absence of a centralised database or registry to measure the size and scale of the industry is also a barrier to effective planning and policymaking. Procurement practices, unrealistic timelines and delayed payments were among the challenges, he said, that weakened the credibility and growth of PR agencies, particularly smaller firms. Said Bani said there was a strong opportunity to "reset, reframe and reimagine" the profession in Malaysia. "PRCA Malaysia's Code of Ethics & Integrity offers a clear framework for responsible communication grounded in global standards and local values." He urged practitioners to break out of silos and collaborate across associations and sectors. "We must see ourselves not as support functions, but as strategic enablers of trust and transformation. PR professionals are not content managers; we are architects of narratives and custodians of conscience." "Let's build a profession that is not only visible but valued. PR is not noise; it is nation-building."
Zawya
01-07-2025
- Business
- Zawya
PRCA Mena Awards 2025 opens for entries
Dubai, UAE: PRCA Mena – the regional arm of the world's largest PR body – has officially opened entries for the PRCA Mena Awards 2025. Widely regarded as the benchmark for excellence in public relations across the region, the awards spotlight the region's most impactful, creative and results-driven work across consultancy, in-house, individual and student-led efforts. The 2025 edition features 40 award categories, up from 26 last year — with new additions such as Artificial Intelligence, Mental Health Champion, Real Estate and Inclusion reflecting the industry's growing range and depth. Conrad Egbert, Head of PRCA Mena, said: 'We've seen the role of communications evolve dramatically and this year's categories reflect that shift. These awards are about more than recognition; they're an opportunity to take stock of the work that truly moved the needle whether quietly or boldly across the region.' Sarah Waddington CBE, Interim CEO of PRCA, added: 'The PRCA Mena Awards set a powerful benchmark for the industry and offer a timely reminder of the role communications plays in driving meaningful change. I encourage agencies, in-house teams, and individuals alike to put their best work forward and be part of the region's growing legacy of excellence.' Key Dates: Early Bird Deadline: 18 July 2025 Final Deadline: 11 August 2025 Finalists Announced: 15 September 2025 Entries will be judged by an independent panel of industry experts. PRCA Mena members are eligible for discounted entry rates. About PRCA Mena PRCA Mena is the regional arm of the world's largest public relations and communications association (PRCA). It was established in 2016 with the aim of raising standards in PR and communications. Representing more than 35,000 PR professionals in 82 countries worldwide, the PR authority is a global advocate for excellence in public relations. The PRCA's teams across Europe, the Middle East and Asia-Pacific work with industry professionals around the world to co-ordinate operations across six continents.
Zawya
26-06-2025
- Business
- Zawya
RCA Mena announces Agenda for Annual Conference 2025
PRCA Mena – the regional arm of the world's largest professional body for PR and communications – has announced the agenda for its flagship Annual Conference 2025, taking place on Thursday, 11 September in Dubai. The full-day event will run from 9:00 AM to 5:30 PM, followed by an exclusive members-only sundowner. The programme is structured around four key content streams — Industry & Influence, Innovation & Impact, Reputation & Responsibility and NextGen's Shifting Perspectives. Sessions will unpack everything from AI's evolving role in PR and emotional intelligence in leadership, to mental wellbeing, pitch fatigue, client-agency boundaries, purpose-washing, Gen Z-led change and brand resilience. Attendees will also hear the launch of three major publications: PRCA Mena Mental Health Report 2025, Pitch Forward Report 2025 and the AI in PR Report 2025 alongside a featured spotlight on the winners of the PRCA Mena Young Lions PR Competition. Conrad Egbert, Head of PRCA Mena, said: 'This agenda was built to reflect the actual conversations taking place inside agencies, client teams, and newsrooms across the region. It's about relevance over rhetoric—unpacking where we're going as an industry, and where we might be getting in our own way.' Early bird discounts on tickets end on 24 July at 5:00 PM GST. About PRCA Mena PRCA Mena is the regional arm of the largest public relations and communications association (PRCA) in the world. It was established in 2016 with the aim of raising standards in PR and communications. Representing more than 35,000 PR professionals in 82 countries worldwide, the PR authority is a global advocate for excellence in public relations. The PRCA's teams across Europe, the Middle East and Asia-Pacific work with industry professionals around the world to co-ordinate operations across six continents.
Campaign ME
02-06-2025
- Business
- Campaign ME
PRCA MENA launches Pitch Forward survey to reshape pitching practices
PRCA MENA, the regional arm of the world's largest PR body, has launched Pitch Forward, a regionally-focused survey designed to spotlight and reshape pitching practices across the public relations and communication industry. The findings will inform practical recommendations and codes of best practice to drive fairer and more sustainable pitching standards globally. According to PRCA, pitching remains one of the most contentious issues in the industry, from unpaid work, unrealistic timelines and 'ghosting' to unclear briefs and a lack of post-pitch transparency. Therefore, the Pitch Forward survey aims to confront these issues head-on by gathering honest, region-specific insights from agency leaders, in-house teams and consultants regionally and worldwide. 'The way we pitch has remained largely unchanged for years, despite seismic shifts in how we work, collaborate and create,' said Conrad Egbert, Head of PRCA MENA. 'With Pitch Forward, we're not just opening a survey – we're opening the door to a better, fairer future for pitching in the region and eventually across the globe.' Adding to this, Sarah Waddington CBE, Interim CEO of PRCA, said: 'The pitch process needs to evolve. Pitch Forward is our opportunity to understand what good looks like and what must change. This survey gives professionals everywhere the chance to speak up and help raise industry standards for transparency, accountability and respect.' The initiative has been launched in partnership with PRCA APAC and PRCA Africa. All survey responses will remain strictly confidential. The Pitch Forward survey is now live and open to all communication professionals. PRCA calls on professionals within the industry to share experiences, shape future standards, and contribute to an industry-wide call for change. The survey is open till 30 June 2025 and can be accessed here.
Yahoo
01-05-2025
- Sport
- Yahoo
Rodeo Hall of Famer Roy ‘Super Looper' Cooper dies in house fire at 69
DECATUR, Texas (KAMR/KCIT) – Roy 'Super Looper' Cooper, a rodeo legend and a member of the Professional Rodeo Cowboys Association Hall of Fame, died Tuesday in a house fire at his home in Decatur, Texas. He was 69. 'The rodeo world has lost a legend,' the PRCA stated in an announcement following Cooper's death. Cooper was inducted into the ProRodeo Hall of Fame in 1979, only a few years after the Rookie of the Year title in 1976. During his career, he won seven individual event world championships, the PRCA noted. He was also one of only 10 people to win three world titles in one year, winning the tie-down roping, steer roping and All-Around titles in 1983. His roping skills are also what earned him the nickname 'Super Looper,' his Hall of Fame bio explains. New Mexico Sports Hall of Fame inducts new members to 2024 Hall of Fame Class In addition to his honors with the ProRodeo Hall of Fame, Cooper has been honored in the Rodeo Historical Society's Rodeo Hall of Fame, the Oklahoma Sports Hall of Fame, the Texas Rodeo Hall of Fame and the Lea County Sports Hall of Fame. In 2024, when he was inducted into the New Mexico Sports Hall of Fame, the organization called him one of 'the most significant former athletes in the state of New Mexico's History.' PRCA added that Cooper also went on to host an annual junior world roping championship for over 40 years. Childress cowboy, 2008 world champion to be inducted into ProRodeo Hall of Fame Officials in Wise County, Texas, confirmed Cooper's death Wednesday after a fire tore through his Decatur home the night before, the Wise County Messenger reported. The cause of the fire was not immediately disclosed. His son, Tuf Cooper, also a professional rodeo competitor, shared a statement on Cooper's passing, the Fort Worth Star Telegram reported. 'We're all in shock and at a loss for words from this tragedy at the moment,' Tuf Cooper said. Country legend George Strait, whom Cooper has called 'one of his very best friends,' said Cooper was one of his heroes in a tribute posted to social media. 'We lost our good friend and my hero Roy Cooper yesterday. He's with our Lord And Savior Jesus Christ now,' Strait wrote. 'God please be with the Cooper family and friends. We'll miss you amigo. I'll come find you one day.' Copyright 2025 Nexstar Media, Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.
