Trust, Standards, and the Strategic Case for PR

The Purposeful Strategist · May 28, 2026

In this episode of The Purposeful Strategist, Belden Menkus speaks with Sarah Waddington, Chief Executive of the PRCA, the world’s largest professional body for public relations and communications. She discusses what it means to represent the PR sector through uncertain times, and why the moment calls for a renewed understanding of what PR is and what it does.

Sarah brings two decades of experience across agency leadership, governance, and industry development, and she discusses how she has reoriented the PRCA's mission and unify the membership body through changing times. In their…