Strategic Plan 2018–2022
Our roadmap for the profession — priorities, pillars and outcomes.
Statement from the Council Chair.
Years of strategic direction guiding PRSK's vision, mission and roadmap.
This five-year Strategic Plan offers the Public Relations Society of Kenya strategic direction and a roadmap through which its vision and mission can be achieved.
It was developed through a participatory process bringing together Council members, the secretariat, members and stakeholders. The Plan is built on a firm foundation — its Vision, Mission and core values — and provides PRSK's background while identifying the relevant legislations and core functions of the Society.
Under situational analysis, the Plan identifies key achievements, challenges and lessons learnt. SWOT and PESTEL techniques were used to conduct internal and external business environment analyses.
Various strategies and activities have been devised to help the Society achieve the desired results. The Plan also provides an implementation matrix for monitoring strategic objectives, and incorporates a human-capital establishment in the form of an organogram with hierarchical reporting for key staff.
Four pillars guiding our five-year ambition.
Robust Regulatory Framework
Establishing the legal and policy backbone that governs and elevates the PR profession in Kenya.
Membership & Professional Development
Growing the membership base and deepening practitioners' competence through CPD and standards.
Credible Knowledge & Information
Becoming the authoritative source of insight on Public Relations and Communication in Kenya.
Governance & Institutional Capacity
Strengthening operations, governance and the institutional capacity required to deliver impact.
Six risk areas — classified by likelihood & impact.
The Plan identifies six categories of risk, each rated High, Medium or Low based on the likelihood of occurrence and the potential impact on the Society.