The PR Council is to focus on the key areas: data, integration, economics of reputation and the future of in-house.
The priorities were agreed following a survey of all PR Council members and were brainstormed by more than 30 members at a meeting in London on 24 March.
The PR Council will look specifically at the science of PR and how data can be used to increase PR’s effectiveness. On integration it will investigate how to combine PR, digital and advertising for the perfect service.
The council will also consider how reputation contributes to organisations’ bottom lines and where in-house communications teams go next.
The PR Council is chaired by Lansons chief executive Tony Langham CMPRCA, and vice-chaired by David Hamilton CMPRCA, head of public relations and engagement at Action for Children.
Langham said: "The issues of data, integration, reputation and the future of the in-house function have been deemed of key importance to the industry. Our aim is to provide food for thought and insight – and genuinely further understanding around these important subjects."
Hamilton said: "We’ve got a lot of work to do to get all of this covered off this year, but the Council’s sheer enthusiasm to move the industry forward will get us there. This promises to be a very exciting year for the PR Council."
The four issues will be included in the PRCA National Conference 2015, which will take place on 25 September at BAFTA.