More members, better professional development, and stronger thought leadership: The Public Relations Society of America has some big plans for the years ahead.

Following an in-depth review of association management best practices and an analysis of outside research and data that is relevant to PRSA’s initiatives, the association announced a new three-year strategy at its International Conference last month.

“PRSA is changing in an energetic, innovative way and this strategic plan captures that shift. Our members will be better, smarter and more connected through every stage of their career,” Incoming PRSA Chair Jane Dvorak, who chaired the strategic planning committee that devised the strategy, said in a news release. “This is an exciting time for the Society as it looks at new ways to provide quality programming, networking opportunities and valued tools for our members.”

PRSA says it plans to partner with other groups to offer cross-training to its members and the members of complementary groups.

“A key focus area over the next three years will be to help PRSSA members enter into the workplace through our New Professionals Section,” the group stated in its Framework for the Future strategic plan [PDF]. “To ensure that our programming is accurate and actionable, the Society will work with the Institute for Public Relations to examine gaps in expectations and skills for new professionals, while also informing the industry at large on how to support its up-and-coming talent base.”

The association will also work on boosting its training programs in new areas, such as finance and technology, as well as expanding current technology.

PRSA CEO Joseph Truncale noted that the approach is designed for the growing tasks that PR professionals are being asked to take on.

“As the role of the communication professional continues to evolve, we are confident that this plan will allow us to adapt to leverage the expertise of our membership, anticipate future trends, and support our members at every stage of their career, so they can contribute to the success and ethical standards of their organization,” Truncale said in the news release.

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