The International Public Relations Association has changed its membership rules making it easier for less experienced PROs to join.
The changes were introduced at a meeting last week to inaugurate Alasdair Sutherland as its president.
Previously, IPRA membership was open only to practitioners with at least five years experience at a senior level. Now, any PRO is able to join provided they can find two members to nominate them.
According to Sutherland, the changes show the organisation is adapting to the changing nature of PR.
'Especially in new economy companies, senior PR positions are often held by executives in their 20s or 30s, who may have moved to PR from another discipline or who do not yet have five years experience,' he said.