irs program accomplishments · form 990 part iii · fy2024
What they reported doing
- #1 primary $0COMMUNICATIONS AND CORPORATE SALES -PRSA'S SALES TEAM INCLUDES THE CORPORATE DEVELOPMENT PROGRAM (3RD PARTY) WHICH ENABLES THE FINANCIAL SUPPORT OF THE EDUCATION, RESEARCH AND THOUGHT LEADERSHIP EVENTS AND PROGRAMS, AND CAREER RESOURCES THROUGH THE SALES OF STRATEGIC PARTNERSHIPS, EVENT SPONSORSHIPS AND EXHIBITS. PRSA PARTNERS, SPONSORS AND EXHIBITORS ARE PROVIDED APPROPRIATE BRAND RECOGNITION AND ACKNOWLEDGEMENT OF THEIR COLLABORATION ON PROGRAM AND CONTENT DEVELOPMENT, FUNDING AND UNDERWRITING. THE SALES TEAM ALSO SELLS AND ENABLES GROUP MEMBERSHIPS FOR ORGANIZATIONS WITH 5 OR MORE POTENTIAL MEMBERS, PROVIDING DISCOUNTS ON MEMBERSHIP AND GROUP SAVINGS ON ACCESS TO EDUCATIONAL EVENTS AND PROGRAMS. PRSA'S MARKETING DEPARTMENT BUILDS AWARENESS OF AND PROMOTES PARTICIPATION IN THE PRSA MEMBERSHIP, ITS COMMUNITIES AND ITS PROGRAMS. THROUGH AN OMNICHANNEL MARKETING PROGRAM, INCLUDING ADVERTISING, SOCIAL MEDIA OUTREACH AND DIRECT MARKETING, THE MARKETING TEAM SEEKS TO ELEVATE THE PRSA BRAND AND STRENGTHEN AND GROW ITS COMMUNITY PARTICIPATION AND ENGAGEMENT, ANNOUNCES AND PROMOTES THE NUMEROUS EDUCATIONAL CLASSES, PROGRAMS AND EVENTS OFFERED BY PRSA AND SHOWCASES THE RESEARCH AND THOUGHT LEADERSHIP DEVELOPED BY ITS INTERNAL TEAM, MEMBERS AND PARTNERS. THE PRSA COMMUNICATIONS DEPARTMENT SPEARHEADS THE OVERALL BRAND MESSAGE DEVELOPMENT AND POSITIONING FOR THE NATION'S LEADING PROFESSIONAL ASSOCIATION SERVING THE PUBLIC RELATIONS COMMUNITY. THE DEPARTMENT DESIGNS AND OPTIMIZES BEST-IN-CLASS COMMUNICATIONS INFRASTRUCTURE TO CREATE HIGH-IMPACT, INTEGRATED CAMPAIGNS THAT INCREASE BRAND AWARENESS, MEMBER ENGAGEMENT AND ADVANCE REPUTATION AMONG INTERNAL AND EXTERNAL AUDIENCES. MORE THAN 24,000 PEOPLE BENEFITED FROM COMMUNICATIONS AND CORPORATE SALES.
- #2 $0SECTIONS/SECTIONS SUPPORTPRSA OFFERS MEMBERS A VARIETY OF WAYS TO NETWORK WITH INDUSTRY PROFESSIONALS, BOTH ONLINE AND IN-PERSON. A PRSA SECTION MEMBERSHIP IS FOR THOSE PROFESSIONALS LOOKING TO CONNECT WITH OTHER PUBLIC RELATIONS AND COMMUNICATION PEERS IN THEIR INDUSTRY VERTICAL. PRSA HAS PROFESSIONAL INTEREST SECTIONS (ASSOCIATION/NONPROFIT, CORPORATE COMMUNICATIONS, COUNSELORS ACADEMY, COUNSELORS TO HIGHER EDUCATION, EDUCATORS ACADEMY, EMPLOYEE COMMUNICATIONS, ENTERTAINMENT AND SPORTS, FINANCIAL COMMUNICATIONS, HEALTH ACADEMY, INDEPENDENT PRACTITIONERS ALLIANCE, NEW PROFESSIONALS, PUBLIC AFFAIRS AND GOVERNMENT, TECHNOLOGY AND TRAVEL AND TOURISM). MEMBERS OF THESE SECTIONS ARE ABLE TO CONNECT WITH INDUSTRY PEERS WHO HAVE SIMILAR NEEDS AND SHARE THE SAME CHALLENGES. THESE GROUPS SHARE IMPORTANT AND RELEVANT INFORMATION ABOUT THEIR AREA OF INTEREST THROUGH A VARIETY OF CHANNELS THROUGHOUT THE YEAR.MORE THAN 7,000 PEOPLE BENEFITTED FROM THIS PROGRAM.
named programs · 4 · from sources
What they call their work
Board of Ethics and Professional Standards (BEPS)
Provides educational resources, training, and ethical guidance including position papers and case studies on issues such as pay-for-play, social media ethics, and plagiarism
International Conference
Annual premier event offering learning, networking, and thought leadership opportunities for public relations professionals across sectors and industries
Professional Development
Offers workshops, certificate programs, webinars, and APR boot camps to enhance the skills and knowledge of communications professionals at all career stages
Sections/Sections Support
Professional interest sections (e.g., Health Academy, Technology, Financial Communications) that enable members to connect with peers in specific industry verticals and share relevant information
activities · 8 groups
What they do
-
Professional Development and Standards in Marketing and Communications 4 activities
- Administering the Accreditation in Public Relations (APR) credentialAdministers the APR credential to uphold professional standards in public relations, including offering preparation programs and promoting the credential’s value.
- Advocating for the public relations professionEngages in advocacy efforts including promoting the value of public relations, lobbying against restrictive legislation, building coalitions, and speaking globally on ethics and professional standards.
- Founding and supporting professional leadership institutionsFounded and supports the PRSA College of Fellows and the PRSA Foundation to advance leadership, scholarship, and professional excellence in public relations.
- Professional development programs and lifelong learningOffers professional development programs, educational resources, and lifelong learning opportunities for public relations professionals, including webinars, workshops, certificate programs, and APR boot camps.
-
-
Professional Ethics & Dispute Resolution 1 activity
- Advancing ethics through the PRSA Code of EthicsMaintains, promotes, and revises the PRSA Code of Ethics to guide ethical practice in public relations, including issuing declarations of principles and responding to public criticism of ethical standards.
-
-
Industry and Community Recognition Awards 1 activity
- Hosting national conferences and award eventsHosts the annual ICON conference and Anvil Awards to provide professional development, networking, and recognition opportunities for communications professionals and students.
-
-
Regional Chapter Network Support 1 activity
- Operating a national network of professional and student chaptersOperates a global network of over 400 professional and student chapters across the U.S. and Latin America to support professional development, networking, and leadership.
-
-
Organizational Newsletter Production and Distribution 1 activity
- Producing publications and digital contentProduces and maintains publications including the monthly magazine _Strategies & Tactics_, the blog _PRsay_, and the peer-reviewed _Public Relations Journal_ to share thought leadership and industry insights.
-
-
Professional Membership and Association Benefits 1 activity
- Providing member resources and career development toolsProvides membership resources, career advice, online content, and tools such as job search platforms and mentorship programs to support professionals at all career stages.
-
-
Organizational DEI Capacity Building 1 activity
- Supporting diversity, equity, and inclusion in public relationsImplements diversity, equity, and inclusion initiatives including affinity groups, mentorship programs, strategic planning, and resource development to support underrepresented professionals and students.
-
-
Uncategorized 2 activities
- Conducting and publishing public relations researchConducts and publishes research on public relations topics including AI ethics, misinformation, historical impact, and strategic communication, through journals, reports, and books.
- Funding scholarships and supporting diverse student talentFunds and administers scholarship programs and initiatives through the PRSA Foundation to support students from underrepresented racial and ethnic backgrounds and promote diversity in the profession.
-
financials · form 990 · fy2024
revenue
Total revenue$11.77M
Contributions & grants$00%
Program service revenue$10.94M93%
Investment income$447K4%
Other revenue$386K
expenses
Total expenses$11.93M
Program expenses—
Admin / overhead—
Fundraising—
Salaries & benefits$5.92M
Grants paid out$9K
Largest expense lineCompensation
balance sheet
Total assets$8.77M
Cash$605K
Investments$5.06M
Liabilities$6.10M
Net assets$2.67M
Liquid reserves5.7 mo
4 years on record · 2020–2024 · YoY revenue +2.3%
leadership · form 990 part vii · fy2024
Who runs it
paid leadership · 9
| Name | Title | Hours/wk | Compensation |
|---|---|---|---|
| LINDA THOMAS BROOKS | CEO | 40 | $539K |
| PHILIP T BONAVENTURA | CFO | 40 | $359K |
| ALEX ORTIZ | VP, INFORMATION TECHNOLOGY | 40 | $237K |
| JENEEN GARCIA | SENIOR VP, PROGRAMS | 40 | $225K |
| JOHN BOMIER | VP, MEETING & EVENTS | 40 | $224K |
| STEFANIE SCIRE | VP, HUMAN RESOURCES | 40 | $214K |
| KAREN MATEO | CCO | 40 | $211K |
| LAUREN COLLINS | VP, MEMBERSHIP | 40 | $192K |
| ANNA YUDINA | CMO | 40 | $175K |
board members · 16
- ANDREA GILS MONZON — DIRECTOR
- CAYCE MYERS — DIRECTOR
- CHRISTINA MORTON — DIRECTOR
- JANELLE GUTHRIE — DIRECTOR
- JASON SPRENGER — DIRECTOR
- JESSICA M GRAHAM — TREASURER
- JOHN GREGORY CLEMMONS — DIRECTOR
- JOSEPH ABREU — CHAIR
- JOSHUA D POUPORE — DIRECTOR
- MICHAEL A BROWN SR — DIRECTOR
- MICHELLE EGAN — IMMEDIATE PAST CHAIR
- MONICA ACKERSON — DIRECTOR
- PATRICIA REACE ALVARENGA SMITH — DIRECTOR
- RAY DAY — CHAIR-ELECT
- SAM JAMES MORREY SIMS — SECRETARY
- TERESA VALERIO PARROT — DIRECTOR
relationships · 28
Who they work with
- AAAF Partner — Entered partnership agreement to expand diversity and inclusion initiatives.
- AMEC Partner — Entered a strategic partnership to advance measurement in public relations.
- BPRSA Partner — Entered partnership agreement to expand diversity and inclusion initiatives.
- Canadian Public Relations Society Partner — Entered a partnership to align efforts during PRSA's 60th anniversary.
- College of Fellows Network — PRSA oversees the College of Fellows, an honorific body recognizing distinguished practitioners.
- Federal Trade Commission Government — Referenced for instituting guidelines requiring disclosure of sponsored content in marketing communications.
- GLBT Newswire Partner — Created an alliance to support LGBTQ+ inclusion in public relations.
- Global Alliance Government — Recognized PRSA as Global Public Relations Association of the Year.
- Global Alliance Partner — Collaborated on the launch of the Global Capabilities framework and joint advocacy efforts.
- Global Alliance for Public Relations and Communication Management Network — PRSA was recognized by the Global Alliance at its World Public Relations Forum.
- Global Alliance for Public Relations and Communication Management Network — Recognized by the Global Alliance as Global Public Relations Association of the Year.
- HPRA Partner — Entered partnership agreement to expand diversity and inclusion initiatives.
- Matthew Marcial Government — CEO of PRSA, quoted on the purpose and goals of the Emerging Professionals Awards.
- MyPRSA Network — Online private community for PRSA members to connect and share resources.
- National Labor Relations Board Government — Referenced in relation to employee rights to free speech in the context of social media use.
- PR Museum Partner — Established a strategic partnership to strengthen PRSA's global footprint.
- PR Museum Partner — Established a strategic partnership with PRSA to collaborate on industry initiatives.
- PRSA Chapter Network — Local chapters participate in and implement DEI initiatives across regions and sections.
- PRSA Foundation Network — Independent 501(c)(3) organization affiliated with PRSA focused on advancing diversity in the public relations profession.
- PRSA Foundation Network — Independent charitable organization supported by PRSA members that promotes diversity in the public relations profession.
- PRSA Foundation Network — PRSA oversees the PRSA Foundation, a related entity focused on research and scholarships in public relations.
- PRSA National Network — Districts serve as a link between local chapters and PRSA National.
- PRSSA Network — Organization dedicated to building the next generation of communications leaders and expanding PR education on college campuses.
- PRSSA Network — PRSA oversees and supports PRSSA, the student society affiliated with the organization.
- Public Relations Consultants Association in India (PRCAI) Partner — Co-led a Global Exchange initiative to foster international collaboration.
- Public Relations Student Society of America (PRSSA) Network — Student membership organization affiliated with PRSA, serving over 9,000 students at colleges and universities.
- Society of Human Resource Management Partner — Established an alliance to advance diversity and professional development.
- Strategies & Tactics Network — PRsay is an extension of Strategies & Tactics, PRSA's monthly publication.
strategies · 4
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Diversity, Equity, and Inclusion as a Core Professional Valuemethodology: diversity-for-public-goodBy framing diversity, equity, and inclusion as essential to effective public relations practice, the organization improves service to the public good because diverse perspectives enhance responsiveness to a pluralistic society and strengthen organizational legitimacy through inclusive storytelling and representation.
- Ethics-Based Advocacy for Public Trustmethodology: ethical_transparencyBy advocating for the communications profession through an apolitical, ethics-based approach grounded in the PRSA Code of Ethics, the organization strengthens public trust and professional integrity because ethical standards ensure transparency, accountability, and responsible communication practices.
- Integrated Career-Long Professional Developmentmethodology: lifelong_learningBy providing structured, career-stage-specific professional development, networking, and leadership opportunities, the organization sustains member engagement and advances the profession because continuous learning and peer connection support long-term career growth and professional identity.
- Mutual Adaptation Through Strategic Communicationmethodology: mutual_adaptationBy using strategic communication as a two-way process, organizations and their publics mutually adapt to one another, producing more responsive, sustainable relationships because ongoing dialogue enables reciprocal change rather than one-sided messaging.