The PRCA has joined forces with the Institute of Practitioners in Advertising (IPA) and the Marketing Communication Consultants Association (MCCA) to form the Communications Agency Federation.
CAF launches after talks between the three bodies, scrapping initial plans to merge. This follows recommendations made in an independent report commissioned earlier this year.
PRCA president Graham Lancaster said there were mutual gains in forming CAF: 'We in the PR world have better access to CEOs ... and they have funds available to help with research, alongside experience on how to run better, more profitable businesses.'
He added the report's findings suggested against a merger between the PRCA and the IPR, which had been pushing for the creation of a single body.
IPR president Jon Aarons said:'The PR industry needs a more disciplined, co-ordinated voice, not for it to be diluted among advertising and marketing people.'