The Public Relations Consultants Association (PRCA) is a UK-based trade association for the PR industry, operating in 45 countries.

It has today launched an industry-wide consultation, for both members and non-members, on whether the PRCA name should be changed, following a decision by its board of management.

Established in 1969, the organisation originally comprised solely of companies; in-house membership was launched in February 2009, and individual membership followed in 2011. The shift away from allowing only consultants to become PRCA members is partly behind the organisation’s proposed name change, and the association is now open to anyone working in the PR industry.

Furthermore, public relations as a profession has expanded widely since the formation of the original PRCA. Individuals working in the industry may no longer identify PR as being their sole and only trade – media, journalism, investor relations and marketing, among others, are widely overlapping professions.

In a press release, director general of the PRCA, Francis Ingham, says, “This name was clearly appropriate at the time of our foundation, when the PRCA represented only PR consultants. It could be argued however that it is less appropriate now, as the PRCA’s membership is considerably broader, and as the industry has changed in nature.”

Ingham continues, “We would emphasise that the board has an entirely open mind about whether or not the PRCA should change its name – this is a genuine consultation, open to the widest possible range of industry respondents. It is perfectly possible that having weighed the balance of responses, there will be no change – the decision lies with industry.”

The PRCA board will not make its final decision until July 26, to be announced July 28. Consultation is open from today until June 17.