What Public Relations Society of America does

Public Relations Society of America (PRSA), a New York-based nonprofit professional association incorporated in 1947, is the largest and most recognized U.S. member organization for public relations and communications practitioners, serving individual professionals across early, mid, and senior career stages as well as students, PR agencies, corporate communications teams, and government public-affairs officers. Its core offerings center on the APR (Accreditation in Public Relations) credential, a certificate program catalog covering Public Affairs, Crisis Communication, DEI, and AI, the ICON annual conference, the prestigious Anvil Awards, and the Strategies & Tactics monthly publication, supplemented by the PRsay blog, the daily Issues & Trends email, the PRSA Jobcenter, and emerging awards such as the inaugural 2026 Emerging Professionals Awards.

The technology stack is conventional association infrastructure rather than a proprietary platform: membership enrollment and content delivery run through prsa.org and the MyPRSA portal, while community and peer interaction are delivered through PRSA Connect, a Higher Logic-powered private online community. Complementary integrations include a CommunicationsMatch-powered agency search tool and an Agency Select RFQ/RFP platform. AI is positioned as a curriculum and ethics-governance theme rather than a native product, with an 8-module AI Tools for the Modern Communicator video series, a monthly AI Pulse briefing hosted by Immediate Past Chair Ray Day, a free AI Prompting 101 Guide, and BEPS-led AI ethics guidance on transparency, bias, and human oversight.

PRSA's revenue model is a diversified membership and professional development stack: recurring individual and group membership dues (with group discounts for teams of 5+), paid certificate programs priced from $195 for individual modules to $999 for full programs, conference and awards registration, advertising and subscriptions tied to Strategies & Tactics, and affiliate/commission revenue from a portfolio of member-discount partnerships including AP Stylebook, Office Depot, Gallagher Affinity, ADP, Budget/Avis, and UPS. The organization is governed by a Board of Directors, has no external shareholders, and reinvests in programming, chapters/districts, professional interest sections, and affinity groups.

Name

Public Relations Society of America

Legal name

Public Relations Society of America Inc.

Website

https://prsa.org

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

251–500 employees

Short description

PRSA is a New York-based nonprofit professional association serving individual public relations and communications practitioners, students, agencies, corporate comms teams, and government public-affairs officers through membership dues, APR accreditation, certificate programs, conferences (ICON, FutureCon), the Anvil Awards, and publications.

Ownership category

akta.pro rank

Product category

Professional Association Services

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Reputation Management & Online PR (BPAFADAN)

akta.pro secondary industries

PR, Reputation Management & Earned Media Platforms (BPAMALAO), Digital PR & Social Media Communications (MPAAADAJ)

Keywords

• Public relations association
• Professional membership organization
• Communications certification programs
• PR professional development
• Accreditation public relations

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: Annual membership fees providing access to publications, professional development, networking, chapters, and member discounts. Membership types include individual, student, and group discounts available for teams of 5+.
2. Professional Development Programs: Revenue from certificate programs, on-demand courses, webinars, and conference registrations. Programs include Public Affairs Certificate ($799 members/$999 nonmembers), AI Tools video series ($450-$895), and individual module purchases.
3. Publications: Sale of Strategies & Tactics magazine and related publications. Members receive monthly issues and daily email updates (Issues & Trends).
4. Member Discounts and Partnerships: Revenue from partner relationships providing discounts (Office Depot, ADP, hotels, car rentals, UPS) and affiliate commissions on business services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels16 records

Core offering

PRSA is a nonprofit professional membership organization that delivers the APR (Accreditation in Public Relations) credential, a portfolio of certificate programs (Public Affairs, Crisis Communication, DEI, Integrated Marketing Communications), live and on-demand webinars, the annual ICON conference, and the prestigious Anvil Awards. The organization also publishes Strategies & Tactics magazine, operates the PRSA Jobcenter, and runs the MyPRSA online community for member networking and professional development.

Product overview

PRSA operates as a professional organization serving the public relations and communications community. The core offering includes APR (Accreditation in Public Relations) certification—the profession's only national post-graduate PR certification—alongside PRSA Certificate Programs covering areas like Public Affairs, Crisis Communication, and Diversity, Equity & Inclusion. Key publications include the monthly Strategies & Tactics magazine and the PRsay blog. The organization runs flagship events including ICON Conference and the prestigious Anvil Awards. Professional development products include AI-focused video series (AI Tools for the Modern Communicator Parts 1 & 2), Public Affairs certificate programs, and AI Pulse Monthly Briefings. Members also access the PRSA Jobcenter, MyPRSA online community powered by Higher Logic, and exclusive discounts through the member benefits portal.

Differentiator

Problem solved

Functional benefit

Products and services

• PRSA Individual Membership
• APR (Accreditation in Public Relations)
• PRSA Certificate Programs
• AI Tools for the Modern Communicator (Parts 1 & 2)
• Public Affairs: Practical Skills for Communicators Certificate Program
• Advanced Crisis Communication Certificate Program
• ICON Annual Conference
• Anvil Awards Program (Silver Anvil and Bronze Anvil)
• Women of Impact Summit and Awards
• Emerging Professionals Awards
• Strategies & Tactics Publication
• PRSay Blog
• Issues & Trends Daily Email
• PRSA Jobcenter
• MyPRSA Online Community
• AI Pulse Monthly Briefing
• PRSA Member Benefits Portal
• PRSA Code of Ethics

Quantifiable outcome

• Over 120 professional development webinars and courses available
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability7 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Global AlliancecoreStrategic or Co-development PartnerPRSA collaborates with the Global Alliance of public relations associations worldwide. PRSA was named Global Public Relations Association of the Year by the Global Alliance, indicating a strategic partnership in advancing the global PR profession.
• Higher LogiccoreTechnology or IntegrationHigher Logic provides the technology platform for PRSA's Connect online community and MyPRSA member portal. The platform enables member networking, community discussions, and member-exclusive content delivery.
• AP StylebookminorGTM or Marketing PartnerAP Stylebook offers PRSA members a 20% discount on AP Stylebook Online subscriptions, providing members with essential writing and editing reference resources.
• Office DepotminorGTM or Marketing PartnerExclusive member discount program providing business supplies and services to PRSA members.
• Gallagher AffinityminorGTM or Marketing PartnerBusiness insurance discount program available exclusively to PRSA members through Gallagher Affinity.
• ADPminorGTM or Marketing PartnerHR and payroll services partner offering exclusive discounts to PRSA members.
• Budget and Avis Car RentalminorGTM or Marketing PartnerCar rental discounts available to PRSA members for business and personal travel.
• UPSminorGTM or Marketing PartnerBusiness shipping and logistics discounts available to PRSA members.
• Prophet (PR Prophet)minorGTM or Marketing PartnerSponsor of the AI Tools for the Modern Communicator video series, providing thought leadership content on AI in public relations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• American Marketing Association (AMA): Largest US professional association for marketers with similar membership, certification (PCM, Digital Marketing Pro), professional development, and chapter model. Strongly comparable to PRSA in business model, scale (501-1,000 employees), and member services portfolio, though focused on marketing rather than PR.
• International Association of Business Communicators (IABC): Global professional association for business communicators offering membership, certification (Communication Management Professional), and professional development. Directly comparable to PRSA in structure (membership-based professional association serving communications professionals) and overlapping membership base in corporate communications.
• Ragan Communications: Provider of communications, PR, and marketing training, webinars, conferences, and publications serving the same professional audience as PRSA. Comparable in delivering professional development content and serving in-house and agency communicators, though structured as a commercial training/media company rather than a nonprofit.

Regional players

• Chartered Institute of Public Relations (CIPR): UK-based chartered professional body for PR practitioners with Chartered PR Practitioner status, training, and CPD programs. Comparable as a credentialing and professional development body for PR professionals, but operating primarily in the UK rather than the US market PRSA serves.
• Public Relations and Communications Association (PRCA): UK-based professional association for PR and communications practitioners offering membership, CPD, and industry awards. Comparable as a regional PR association serving a different geography (UK and international) with overlapping professional development and accreditation offerings.

Broad incumbents

• PRWeek: Industry trade publication and events brand covering the PR and communications profession with awards programs (PRWeek Awards) and conferences. Comparable as an industry-defining media presence serving PR professionals, though operating as a commercial media brand rather than a member-driven association.
• O'Dwyer's PR: Long-standing PR industry trade publication and directory serving PR professionals and agencies. Comparable as a long-tenured information and recognition source for the PR industry, but operates as a media/ directory business rather than a membership association.

Others

• Global Alliance for Public Relations and Communication Management: Umbrella confederation of PR associations worldwide that awarded PRSA its 2024 Global PR Association of the Year honor. Comparable as a strategic partner and peer network, though operating as a federation of associations rather than a direct membership competitor.

Emerging players

• National Communication Association (NCA): US-based academic association for communication scholars and educators with membership, journals, and conventions. Comparable in serving communication professionals with a membership association structure, but focuses on the academic rather than practitioner segment of the PR/communications field.
• Arthur W. Page Society: Invitation-only organization for chief communications officers and senior corporate communications leaders. Comparable in serving PR/communications leaders and providing thought leadership, but focuses on the C-suite segment rather than PRSA's broader practitioner membership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/PRSA
• YouTubeyoutube.com/user/PRSocietyofAmerica
• Facebookfacebook.com/PRSANational
• LinkedInlinkedin.com/company/prssanational
• Instagraminstagram.com/prsanational
• Pinterestpinterest.com/prsanational

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Public Relations Society of America