The name change, from the Public Relations Consultants Association, is part of a package of changes to the PRCA’s brand, including a new logo, strapline and website. The consultation on the name change had been launched in May.
The new strapline, launched today as part of the rebrand, is 'The Power of Communication', which the PRCA said reflected the value that its members placed on comms.
The trade body’s new website aims to offer an "improved user experience" to members or anyone wanting to find out more about the organisation.
The PRCA decided to drop the word ‘consultants’ from its name because it has been admitting both in-house teams and individuals to its ranks for more than five years.
Francis Ingham, director general of the PRCA, said: "As the UK’s largest professional body for PR and communications practitioners, the PRCA represents people in every part of our industry – consultancies, in-house teams, freelancers, students. So our name needed to change, because the days when we were home only to agencies is long gone – we’re now the natural home of every serious PR and communications practitioner."
Ingham added that the PRCA had retained its acronym because of the brand recognition it had built up over the years. The organisation was formed in 1969.