On its 45th birthday the PRCA is in a reflective mood. A leadership panel gathered to unpick the history of the PR industry since its infancy in the 1960s. The most popular definition of the industry as it stands today, according to the panel, was ‘professional’; perhaps a sign of how far the industry has come.

Francis Ingham, PRCA director general, says, “As we celebrate our 45th anniversary, it is reassuring to discover that the most prevalent definition of the current industry is now ‘professional’ – unlike yesteryear: ‘luvvie’, ‘frivolous’, and - my own personal favourite – ‘gin and tonic’. I’d like to think that the PRCA has had a lot to do with improving the industry’s professionalism.”

The industry leaders rank technological advances as another key identifier of the modern PR profession, while partying and drinking seem to have taken somewhat of a backseat.

However there's still room for improvement. While six people described the industry as ‘professional’, two described it as ‘misunderstood’. This may be an indication that, despite being confident in their own role, professionals still feel that their worth is underappreciated by industry outsiders.