The Public Relations Institute of South Africa (Prisa) celebrated its 60th anniversary conference earlier this month. An auspicious occasion, but more importantly, a time to reflect on innovation, growth and relevance in both the public relations profession and the organisation. Public relations and communication have increasingly become a strategic business discipline within the context of overall management of reputation and brand and stakeholder engagement. As recent events have illustrated, the handling of public relations is important for the mitigation of risk, and while the levels of integration and innovation that have been achieved are impressive, there is still considerable room for growth.

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