The #FuturePRoof policy unit will be headed by its policy director Sarah Hall, with Ketchum chief engagement officer Stephen Waddington named as chairman.
The policy unit will look at three subject areas, or ‘projects’: the future of the agency model, marketing versus PR, and upskilling in the face of increasing technological advancements and automation.
For each project, there will be an initial roundtable discussion followed by an online community discussion. A whitepaper suggesting actions will then be produced.
The initiative followed the publication earlier this month of a book of essays on the future of PR management and practice, called #FuturePRoof, and edited by Hall.
"The FuturePRoof book has kicked off one of the biggest ever conversations about the future of public relations. Thanks to the PRCA and ICCO for spotting the opportunity and backing the community to develop a policy unit," said Hall.
Waddington said: "The #FuturePRoof policy unit will spotlight the opportunity and potential for public relations. We want to engage grass roots practitioners in the development of policy."
ICCO and PRCA members can enquire about participating in either the agency business models or marketing and public relations projects by emailing email@example.com.