PRIA changes because of finances, not rivals

PRIA changes because of finances, not rivals
SHARE
THIS



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

Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine
Melbourne, Australia - July 26, 2018: Homeless man sits in front of Westpac bank in Melbourne Australia
  • Technology

Westpac Group Partners With Verizon Media DSP For Omnichannel Solution

Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]

Adobe Analytics Adds Mobile App
  • Technology

Adobe Analytics Adds Mobile App

If there's anything to be said about the Adobe company, it doesn't sit on it laurels. Discover its latest gizmo here.

Nova Cuts 70 Employees Amid Pandemic
  • Media

Nova Cuts 70 Employees Amid Pandemic

All B&T will say here is, whoever decided having Szechuan bat for dinner was a good idea has a LOT to answer for.

by B&T Magazine

B&T Magazine
Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Here's top tips on getting out of a cashflow crisis that don't include robbing the kids' moneyboxes or a 7-Eleven store.