The PRCA is the world's largest professional PR body, representing more than 35 000 public relations professionals in 82 countries worldwide.

The association aims to be a global advocate for excellence in public relations. Its mission is to create a more professional, ethical and prosperous PR industry.

It has offices in:
  • London
  • Hong Kong
  • Dubai
  • Singapore, and
  • Buenos Aires.

"We are delighted to be part of a global entity that has much traction and credibility within the broader public relations industry," says Judith Middleton, CEO of DUO.

Middleton adds, "The time is right for South African organisations to join a global framework that exists for the betterment of the people and employers, as well as the ultimate beneficiaries of this industry — our clients."

By working with the PRCA, Middleton says that agencies can better equip employees with the skills that are required for modern industry requirements, beyond and above what is being taught in tertiary institutions.

Middleton says that this partnership will help ensure that talented individuals can keep growing and developing their skills — not only through working with mentors but through an organisation that imparts global best practice. In addition, this exposure will help employees get clarity on what career development and the road ahead can look like for them.

"While the Internet has democratised access to information and learning, there is something unique when it comes to sharing industry-specific knowledge with your peers," adds Patrick Mkala, account director at DUO.

"There has been a need locally for a global standard to be set; through this forum, we can look at best practices and how we can apply those locally for the benefit of our clients and colleagues," says Mkala.

"A growing number of our clients are looking beyond South Africa and have expressed interest in expanding into the African content and even further," adds Lesley Rencontre, account director at DUO.

"A major benefit from being part of the PRCA is having access to insights from international markets and guidance from global peers, which will help us grow and deliver the best possible service to these clients," says Rencontre.

Middleton says that past experience has shown that one of the most significant limitations to business growth has not been sales opportunities, but skilled employees. Additionally, accessing training provided by a globally-recognised organisation will go a long way in ensuring a better-skilled workforce for the industry.

According to Middleton, having access to a choice of quality skills — knowledgeable, experienced and commercially-savvy people — will ensure broader and better services being provided to business clients.

"Joining PRCA makes DUO part of an enhanced global platform, with a huge opportunity for not just learning but also teaching. Providing marketing and communications services across Africa comes with its unique challenges and we've had to find solutions where no obvious ones exist. Being part of a reputable global body is a safety net for employees, employers and customers alike," concludes Middleton.

Additionally, Mkala was appointed as a founding committee member of the PRCA Africa NextGen.

The group is dedicated to supporting young public relations professionals entering the industry with a view to equipping them with the skills and tools needed to progress in their careers, as well as a broader goal of creating a more positive African narrative.

For more information, visit www.duomarketing.co.za. You can also follow DUO Marketing on Facebook, Twitter or on Instagram.