The Public Relations Institute of Australia (PRIA) has seen the first upturn in its performance for several years, according to Beaton’s recent benchmark survey of Australian Associations.

The turnaround follows the election of a new Board in February 2014. Since then, the effort has focused on developing new member engagement programs, and bringing value back to PRIA’s post nominal system, with the reintroduction of continuing professional education requirements.

Part of the new direction was to determine what role the 100 plus volunteers on board, state/territory councils, college of fellows, registered consultancies group, and the many committees and advisory panels, should perform. “We are determined to build a new PRIA in a united, collaborative, and hands-on way,” said national president Mike Watson.

Another issue was to ensure the Institute lived within its means. The role and services of national office – its single greatest expense – need to be redefined. Chief executive officer, Ray Shaw, has stepped down to enable both the position and office to change to a more administrative and transactional role.

“Shaw was engaged at a high level to analyse and reset the business model of the organisation and he has done that very well in a short time,” explained Watson. “He has introduced many new systems and processes to give the Board a solid foundation on which to make strategic change.”

PRIA will focus on member programs including mentoring, tertiary accreditation, new student and consultancy staff memberships called PRelationships, expanding consultancy registration, and education programs linked to global competencies