Howland, who was inaugurated at PRISA's 68th Annual General Meeting in Sandton on Friday, 27 June, brings over 20 years of strategic communications experience to the role. He is the Chief Executive Officer of Alkemi Collective, a strategic marketing and storytelling agency with offices in Cape Town and Johannesburg. With a career rooted in values-led leadership and narrative clarity, Howland takes on this role at a defining time for the profession, says PRISA.

"We are entering a new era for PRISA," Howland says, "It's time to rebuild our credibility, elevate professional standards and re-establish our relevance in a world where communications has never been more vital. My focus is on creating a PRISA that is respected, responsive and rigorously committed to its members and the future of our profession."

A Vision for Growth, Accountability and Credibility

Building on the foundation laid by past President Oscar Tshifure, Howland's leadership will focus on accelerating PRISA's professionalisation agenda. This includes advocating for clearer industry standards, stronger ethical frameworks and greater recognition of public relations as a strategic leadership function, adds PRISA.

A cornerstone of the year ahead is the launch of PRISA's Accountability Charter, which will outline shared expectations for practitioners, clients and organisations. The Charter is part of a broader set of initiatives to improve ethical client-agency relationships, ensure fair resource engagement and promote long-term credibility over short-term tactics, says PRISA.

PRISA announces that it will also introduce:

  • a tiered membership model to provide more relevant benefits for students, professionals, corporates and government communicators
  • a structured mentorship programme for junior and mid-level professionals
  • expanded CPD and certification offerings, including new digital and AI-focused learning tracks
  • the reintroduction of academic reports and research papers, anchoring insight-driven leadership, and
  • a regional PRISMS Summit with a newly launched academic track to bridge theory and practice across Southern Africa.

"This is about more than events and newsletters," Howland adds, "This is about building a professional movement — one that empowers members with resources, challenges outdated models and leads with purpose, relevance and respect."

Re-Establishing PRISA's Voice in the Industry

With its renewed brand identity and structural reforms already in motion, PRISA is doubling down on its commitment to become the leading authority on public relations and communication management in Southern Africa. Through strategic partnerships, member-focused programming and visible advocacy, the Institute is working to ensure that public relations professionals are seen as trusted advisors in boardrooms, government departments, and media narratives, adds PRISA.

The board also extends its sincere thanks to outgoing President, Oscar Tshifure, for his leadership during a complex period of rebuilding and transformation. Tshifure's steady guidance helped reposition PRISA for the next phase of growth.

Howland will serve a 12-month term, during which he will focus on amplifying member value, strengthening industry standards and guiding PRISA towards long-term sustainability and renewed authority, concludes PRISA.

For more information, visit www.prisa.co.za. You can also follow PRISA on Facebook, LinkedIn, or on X. 

*Image courtesy of contributor