The association aims to be a global advocate for excellence in public relations. Its mission is to create a more professional, ethical and prosperous public relations industry.
It has offices at:
- hong kong
- Singapore, and
- Buenos Aires.
“We are thrilled to be part of a global entity that enjoys great influence and credibility within the wider PR industry,” said Judith Middleton, CEO of DUO.
Middleton adds: “Now is the time for South African organizations to join a global framework that exists for the betterment of people and employers, as well as the ultimate beneficiaries of this industry – our customers.
By working with the PRCA, Middleton says agencies can better equip employees with the skills required for the demands of modern industry, beyond what is taught in higher education institutions.
Middleton says this partnership will help ensure that talented people can continue to grow and develop their skills, not only by working with mentors, but also through an organization that teaches global best practices. Additionally, this exposure will help employees better understand what career development can look like and the road ahead.
“While the internet has democratized access to information and learning, there is something unique about sharing industry-specific knowledge with your peers,” adds Patrick Mkala , account manager at DUO.
“There has been a local need to set a global standard; through this forum we can look at best practices and how we can apply them locally for the benefit of our customers and colleagues,” says Mkala.
“A growing number of our clients are looking beyond South Africa and have expressed interest in expanding into African content and beyond,” adds Lesley Rencontre, Account Director at DUO.
“One of the main benefits of being part of the PRCA is having access to international market insights and advice from global peers, which will help us grow and provide the best possible service to these clients” , says Encounter.
Middleton says past experience has shown that one of the biggest barriers to business growth is not sales opportunities, but skilled employees. Additionally, having access to training from a globally recognized organization will go a long way in ensuring a better qualified workforce for the industry.
According to Middleton, having access to a choice of quality skills – knowledgeable, experienced and commercially savvy people – will ensure the delivery of wider and better services to client companies.
“Joining PRCA makes DUO part of an enhanced global platform, with a huge opportunity to not only learn but also teach. Delivering marketing and communications services across Africa comes with its unique challenges and we had to find solutions where none were obvious.Being part of a reputable global organization is a safety net for employees, employers and customers,” concludes Middleton.
Additionally, Mkala was appointed as a founding committee member of the PRCA Africa NextGen.
The group is dedicated to supporting young PR professionals entering the industry with a view to equipping them with the skills and tools to advance in their careers, as well as a broader goal of creating a more positive African narrative. .
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