Kicking off a transformational era for the PRCA – Sarah Waddington on making change in PR

‘The next few months are really exciting,’ says industry stalwart Sarah Waddington, Wadds Inc. and Socially Mobile co-founder, and now interim CEO at the Public Relations and Communications Association (PRCA).

For the next six months, Sarah will provide support to PR’s largest professional body as its interim chief executive, working with the board to advocate for the industry across the world.

In a period of change for the PRCA, and public relations as a whole, we caught up with Sarah to find out what she’s looking forward to getting stuck into in the role, what’s ahead for PR, and why organisations like the PRCA are so important.

What were your main reasons for taking on this additional role alongside Wadds Inc., Socially Mobile, and your agency work?

The PRCA is a well-respected and important global body for professionals in public affairs, public relations and communications. It champions the adoption of standards, drives knowledge and innovation, and elevates the reputation of our community; all things I care deeply about and have built my career around.

When the board asked if I would consider providing short-term interim support, the opportunity to work with the PRCA’s talented team and various dedicated boards, groups and committees was too good to turn down. Engaging with everyone to cement the PRCA’s position as the home of the industry of the future is a real privilege.

What will your priorities be over the next six months?

The next few months are really exciting. We’ve entered an era of transformation and, as you’d expect, the one overarching objective is the delivery of member value across the regions, nations and internationally. Outside of this our strategic goals are to promote and uphold professionalism and ethics; become inclusive by default; advocate at the highest levels to increase understanding, trust and investment; and to ensure the PRCA itself is a financially stable, lean and future-focused operation. My sleeves are rolled up!

How will you balance your work with Wadds Inc. and Socially Mobile?

This interim role is also a part-time one so I’m fortunate to be able to continue working with my wonderful agency portfolio as a non-executive director and to ensure the ongoing delivery of our passion project, Socially Mobile, with my husband and co-director, Stephen. All our work is aimed at driving the industry forward so it’s a complementary fit.

What are the main challenges ahead for the PR industry that PRCA will be able to help with?

It’s a volatile world out there but the good news is we are here to help members manage challenges and seize opportunity. From market trends and insight to world-class professional development, networking and our Communications Management Standard accreditation, we equip members to innovate and thrive in today’s dynamic global marketplace. This includes providing support with talent attraction and retention and with emerging tech, policy and regulation. We also have our Matchmaker service to support members with pitching and new business, which is always a priority and key to the health of the industry.

Why are organisations like the PRCA so vital?

I can answer that in one word. Representation. As the industry’s voice, the PRCA ensures government, policymakers and business leaders recognise public affairs’, PR and comms’ vital economic impact. A lot of our work centres around making sure member voices are heard in the corridors of power. We will continue to strengthen trust and enhance member value, making PRCA the natural home for ambitious practitioners and agencies seeking growth and excellence.

For more on the challenges and opportunities that lie ahead for PR and comms – and insight from Sarah Waddington – check out these 25 PR and communications trends for 2025.