PRCA Large Agency Forum: Industry reputation, representation and investment

The Public Relations and Communications Association (PRCA) has created a Large Agency Forum to engage the largest employers in the industry on issues related to reputation, representation and investment.

This initiative is part of PRCA’s ongoing commitment to increasing member value. It recognises the central role large agencies play in driving the industry.

The Large Agency Forum will provide a confidential space for agency leaders to engage in high-level discussions on key issues impacting the sector. Discussions within the Forum will centre on:

• Factors affecting large agencies
• The state of the market
• Latest employment practices
• PRCA’s global footprint
• Futures and foresight work

The Forum will also play an important role in shaping PRCA’s engagement with the Confederation of British Industry (CBI), of which PRCA is now a member.

This collaboration provides a direct route for PRCA to contribute to the CBI’s positions on economic matters, AI, skills development, ESG, and more. Through this action, the PRCA aims to strengthen the public relations industry’s influence within the broader business community and government.

The first Large Agency Forum event will take place in March. Members of CBI’s senior management will discuss the collaboration between PRCA and CBI and explore ways to boost the industry’s engagement on key business issues.

Jo-ann Robertson, CEO Global Markets, Ketchum, said:

“Ketchum has rejoined the PRCA at an exciting time under Sarah Waddington’s leadership. As interim CEO she has presented a compelling proposition for large agencies, and I am particularly looking forward to working in collaboration with our large agency peers to problem solve and shape our industry for the future as part of the Large Agency Forum.”

PRCA Interim CEO Sarah Waddington CBE said:

“At PRCA, we are always looking for ways to improve the value we deliver to our members. The Large Agency Forum is an important step in recognising the contribution of our largest members in shaping the industry’s future.

“By bringing together senior leaders, we can collectively address key challenges, seize opportunities, and strengthen the role of public relations within the wider business community. There is no one better to guide us in this endeavour than the leaders at the forefront of our industry and it’s great to welcome Ketchum back into the fold.”

Invitations have been exclusively extended to the 20 PRCA agency members with more than 100 employees. This accounts for the two-thirds of the large agency market in the UK based on 2024 Office for National Statistics (ONS) data.