PRIA changes because of finances, not rivals

PRIA changes because of finances, not rivals

Sweeping changes to the structure and focus of the Public Relations Institute of Australia have more to do with a “hole in the finances” than competition from the Communications Council, according to its president.

At an informal presentation to media yesterday Terri-Helen Gaynor se out a raft of changes to the body, including a new focus on professional development, pop-up committees to handle pressing issues and moving from a state-based to national structure.

Last year the Comms Council introduced a new Public Relations Council focussing on consumer PR, a move which many thought would spell trouble for PRIA.

Gaynor admitted when she took the role in November they were in a “financial hole” and “there was a feeling that there had to be more emphasis on the direction we were headed, a change of CEO, and a good hard look at ourselves”.

The change of CEO came, with Jon Bisset leaving the body in December, with interim CEO Catriona Barry appointed in January.

Gaynor added: “Since November the pace of change has startled people.

“I feel like a bit of a bull in a china shop at times, but fortunately there are people there to catch things when they fall.”

One initiative they are keen to push is closer links with government departments to help them sort their internal communications, as well as engagement with stakeholders, a plan they are looking to flesh out in the eight-week hiatus before the election later this year.

Gaynor also re-iterated her criticism of Naked Communications, which is not a member of PRIA, saying they had been “na√Øve, stupid and conniving” to attempt to elicit free advertising for the Labor party in return for interviews with Kevin Rudd in some youth oriented publications. 

Please login with linkedin to comment

Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]