The trade body cited two main reasons for considering a change:
1. "The PRCA is no longer limited to ‘consultants’, but has members from across the entire breadth of the PR industry."
2. "As the dividing lines between practice have blurred over the years, many within our industry no longer term themselves as offering pure PR."
The PRCA is seeking the views of members and non-members into changing the name, which it has held since 1969.
PRCA director general Francis Ingham said: "This name was clearly appropriate at the time of our foundation, when the PRCA represented only PR consultants. It could be argued however that it is less appropriate now, as the PRCA’s membership is considerably broader, and as the industry has changed in nature.
"We would emphasise that the board has an entirely open mind about whether or not the PRCA should change its name – this is a genuine consultation, open to the widest possible range of industry respondents. It is perfectly possible that having weighed the balance of responses, there will be no change – the decision lies with industry."
Anyone who would like to take part is asked to email Francis Ingham at firstname.lastname@example.org with responses, using the subject heading ‘PRCA Name Consultation’, and answer the following three questions:
1. Should the PRCA change its name?
2. If so, what should its new name be?
3. Am I a member or a non-member?
The consultation closes at 5pm on 17 June. The results will be presented to the PRCA PR Council on 22 June and published the next day. The PRCA said it intended to announce its decision on 28 July, following a board meeting.