Author: Karin Lohitnavy, Chairperson PRCA Thailand
Last year marked the official launch of the Public Relations and Communications Association (PRCA) Thailand. For many of those who work in PR, it was a major milestone in terms of the development of the profession. Indeed, this has been long overdue, since Thailand was one of the very few countries where most agencies and most practitioners did not belong to a national professional association. And I very much hope this will change with the arrival of PRCA.
PRCA is the world’s largest professional PR body, representing more than 35,000 PR professionals in 70 countries worldwide. In Thailand, the founding members of PRCA include leading PR agencies such as ABM Connect, Hill & Knowlton, Midas PR, Moonshot Digital, MSL and Vero. In December 2021, we gathered for the inaugural event titled ‘The Rise of PR: An Introduction to PRCA Thailand’, which was a great success and which generated a lot of interest from the media and the professional community. That first event featured prominent speakers, including leaders from within business and PR agencies. We were honoured to have Rawit Hanutsaha, CEO, Srichand United Dispensary, and Saiyai Sakawee, Head of Communications and Public Affairs, Google Thailand, who joined us to discuss the importance of the association in connecting industry players with best practices, and shone a light on the growing value of PR.
Since then, we have planned other events and activities — the roadmap which we designed for Thailand is set to create a more professional, ethical, and prosperous PR industry, ensuring professional opportunity for continuous improvement. We have many exciting plans in the pipeline including campaign awards programs, panel discussions, events for future leaders, industry research and a career day event.
For our inaugural year, the association formulated three key objectives. The first objective is to enhance the industry approach to PR campaign measurement. Too often, PR campaigns are measured based on antiquated formulas, and the PRCA is seeking to move the industry towards widespread acceptance of more effective metrics. The second PRCA objective is to provide opportunity for professional development through seminars and training programs, and development of platforms for sharing information and research programs to enhance industry understanding. The third objective of PRCA in Thailand is to prepare the next generation of PR professionals to have successful and rewarding careers.
But to make these plans come true and to ensure that PRCA Thailand makes the impact it is intended to make, the association must grow its membership base. So, if you are a PR professional working in Thailand, I firmly believe that you should join PRCA’s local chapter. Whether you are interested in strengthening your network, furthering your career or maybe just in need of a few more friends, PRCA can be a great option for you. Here are some reasons why.
In addition to providing information about the latest PR trends, joining PRCA can enhance your personal and professional development. We have many exciting events to keep our members up to date on the latest industry innovations, research and trends. By being involved with a professional association, you can learn about what is going on in our field, and it can be a total game-changer. PR is a rapidly-developing industry, and our association is determined to set the standards for our country to meet the global level. Staying informed on PR news will only help you in the long run, and will put you one step ahead of the competition — the more you learn, the better you will be at your job.
Then there is networking. We all know that public relations is all about, well, relationships with people. Building a professional network and making connections is critical, and joining PRCA Thailand will give countless opportunities to connect on a local and sometimes even global level. Joining a professional association allows you to have a sense of security in having the necessary support in reaching your professional goals. After all, you never know who you might meet at the next PRCA event.
PRCA also has career development opportunities — from resources and an already mentioned career day event to our regularly updated job listings. We also help our members improve their career development skills, sharing tips on effective resumes or cover letter writing. Besides, listing your PRCA membership on the resume is impressive to future employers as it shows that you are dedicated to staying connected with the profession.
But PRCA membership is not only for those you are starting out in the field or want to find new career opportunities. The association is also a forum for the recognised industry leaders, who want to share their knowledge and experience, lead by example and mentor the new generation. For some seasoned professionals, such opportunities are important for personal growth, reputation development or for the growth of their business. For others, it is a great way to give back to the professional community, grow their network and make new friends.
Everyone who works in PR knows that this is a very rewarding, but also a very challenging and sometimes stressful, job. To establish a presence in this field demands working long hours in the office and often bringing work back home. Juggling multiple responsibilities and managing the unpredictable is the very nature of this job, and sometimes we all may feel that we do not have enough energy to take another responsibility for an interesting initiative or a project that might be important for everyone who works in the industry. With PRCA, you will have access to the support of motivated people who just want to do great things — we are very open to new ideas and initiatives, from collaborations and partnerships to community events and education programmes. You may not have any plans you want to implement with us yet, but maybe you will feel inspired by the things you discover after joining PRCA Thailand.
And finally, let’s not forget why we love what we do. PR is fun. And we try to keep things fun and entertaining (although professional). So, apart from lectures and seminars we have happy hour events, parties and just friendly gatherings of people who always find a common topic to discuss — the profession they are passionate about. If you are passionate about PR, join us. It’s fun!
If you’re interested in joining PRCA Thailand or want to learn more, please contact:
About PRCA Thailand
PRCA Thailand was launched in 2021 to provide professional training, events, information, support, and advice to practicing PR and communications professionals in Thailand.