PR, Commtech and the future of the PRIA

Shane Allison and I always enjoy a robust discussion and in this episode we dive into two areas that we are both passionate about – the role of professional industry associations and the uptake of CommTech across the PR sector.

It is just over 100 days since Shane took on the role of President of the Public Relations Institute of Australia (PRIA) and he has certainly hit the ground running,: rolling out a 2022 Member Program; announcing a number of working groups to address key issues such as the skills shortage and diversity and inclusion; and advocating a name change to better reflect the changing nature of the profession.

While we disagree on the need for such a change, Shane is committed to setting solid foundations, ensuring members get tangible value from the PRIA, and driving long term growth.

“I am a huge believer in the role of the PRIA to champion for our industry, to support our profession and to recognise the great work we do.” – Shane Allison.

Equally passionate about CommTech, Shane this week will present at Mumbrella CommsCon in a session titled:  Challenges, Pitfalls and Opportunities of Building your CommTech Stack.

In this discussion, Shane gives us an insight into some of those challenges and opportunities; calling out the industry for being “scared” of automation when in fact we should be embracing it as a way to both help us achieve better outcomes and freeing up valuable time and resources.

While you are here, take a read of the Commtech User Guide that Shane developed to help PR professionals on their CommTech journey.

Published by Paul

Paul Cheal is an experienced financial and corporate communications leader with over 20 years’ experience working with Australian and global brands to build and protect their reputation.
He is a former journalist and an experienced academic, having been a casual tutor and lecturer at University of Technology, Sydney, teaching PR and communication to undergraduate and post graduate students. With a Masters of Public Communication from UTS as well as a Bachelor of Arts (Communications), Paul is passionate about Public Relations, this podcast is an opportunity to speak with key practitioners, academics, leaders and influencers from across the profession.