Beyond the Noise - the PRWeek podcast30 Juli 2025

New PRCA chief reveals top priorities

Sarah Waddington, the new chief executive of the PRCA, discusses her plans for the trade body in the latest episode of PRWeek’s Beyond the Noise podcast. Waddington speaks to PRWeek UK editor John Harrington after moving to the chief executive role earlier this month, following six months as interim CEO.

Beyond the Noise looks at some of the biggest issues affecting communications and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

Waddington talks about the background to her involvement in the PRCA and how the trade body has fared in the recent “challenging market”. This includes how membership has shifted, with agencies that left in 2022 returning to the fold.

The CEO discusses her plans for the organisation, including introducing a professional management standards scheme, ‘pushing out’ more beyond London, producing an updated Public Affairs Code, and promoting DEI in the industry.

She discusses plans to help members adapt further to the AI age – and reveals whether she’s an AI pessimist or optimist. Waddington also gives her take on the general state of client/agency relationships and how the PRCA could help. And she updates on how members are coping with fees.

As PRWeek earlier reported, Waddington said the PRCA is conducting a review of its global operations that could result in partnerships with other professional associations or a withdrawal from some regions. She also gave details of recent redundancies at the trade body.

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