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Strategic Direction Continues With The New Board At The PR Association

At their AGM on Monday 12^th October, the Association of Sri Lanka (PRASL) elected a new Executive Board to take forward the strategic direction set at the previous AGM, to pivot from its outdated publicity and events profile, and be seen as ‘The Vital Strategic Discipline that Drives Initiatives and Protects Reputation”.

Nimal Gunewardena was re-elected as the Association’s President to take forward this mission together with a mix of old and new faces on the Board. In his address to members and partners, Nimal elaborated on the change that must happen to re-cast perceptions and enhance skills within the industry to be in step with a fast changing world.

He said that “Technology has changed media, and mainstream media is being replaced by online media with people absorbing what appears on their hand-held screens. New risks have surfaced affecting companies and their reputations. Fake misinformation and disinformation has increased spreading virally on social media, with the emergence of a plethora of citizen-reporters. AI has emerged as a potential helper and a threat to both jobs and perceptions in the industry.” In this context, he urged the industry to enhance their skills to become ‘Risk and Reputation Advisories’ and help companies build trust, gain a seat at the table and be valued by both the private and government sectors that had initiatives to drive and reputations to protect.