Sri Lanka
Nimal Gunewardena Re-Elected President of Sri Lanka’s PRASL, Association Prioritises Strategic Communications and Reputation Management: The Public Relations Association of Sri Lanka (PRASL) has re-elected Nimal Gunewardena as its President, alongside a new Executive Board tasked with advancing the association’s strategic vision of establishing public relations as a vital discipline in strategic communications that drives initiatives and protects reputation.
The association is seeking to strengthen the role of public relations professionals in an increasingly complex communications environment shaped by digital media, artificial intelligence (AI), misinformation and rapidly changing public perceptions.
PR Industry Must Move Beyond Publicity and Events
Addressing the changing communications landscape, Gunewardena highlighted the need for public relations professionals to adapt their skills and responsibilities to meet emerging challenges.
He noted that technology has transformed the media industry, with online platforms increasingly replacing traditional mainstream media as audiences consume information through digital screens. The rapid spread of fake news, misinformation and disinformation on social media, combined with the emergence of citizen journalists, has created new risks for businesses and their reputations.
Artificial intelligence presents both opportunities and challenges, with the potential to support communications professionals while also disrupting jobs and influencing public perceptions of the industry.
Gunewardena urged practitioners to move beyond the traditional focus on publicity and event management and develop expertise as risk and reputation advisers.
According to the PRASL President, public relations professionals must help organisations build trust, protect their reputations and secure a strategic role in decision-making. He emphasised that the industry should demonstrate its value to both the private and public sectors, where organisations have important initiatives to advance and reputations to safeguard.
Professional Training and Skills Development
PRASL has strengthened its commitment to professional education through a Certificate Course in Public Relations and Corporate Communications, conducted in collaboration with the Sri Lanka Press Institute.
The programme featured 16 senior industry professionals who shared their knowledge, practical experience and case studies across 20 topics. It attracted 19 young working adults seeking to expand their professional knowledge and develop their communications skills.
The course concluded with a comprehensive examination and graduation ceremony, with a majority of participants achieving Merit and Distinction grades.
Building on this initiative, PRASL plans to repeat the certificate programme in early 2027.
The association is also preparing specialised masterclasses featuring local and international trainers, customised training programmes for corporate organisations, and a higher-level diploma programme in partnership with local or international institutions.
These initiatives are intended to equip practitioners with the strategic, technical and advisory skills needed to respond to the evolving demands of the communications profession.
Strengthening Industry-Academia Collaboration
PRASL is also expanding its engagement with universities to bridge the gap between academic learning and professional practice.
Through an ongoing memorandum of understanding with the University of Kelaniya, the association has contributed lecturers and speakers to the university’s Bachelor of Arts (Honours) and external diploma programmes.
PRASL also participated in the university’s National Public Relations Summit 2026, which brought together representatives from industry and academia to discuss developments in the profession.
Beyond teaching and speaking engagements, the association has provided feedback to support curriculum updates and facilitated internship opportunities for students.
Looking ahead, PRASL aims to explore further collaboration with the University of Kelaniya on international programmes, conferences and other initiatives that can strengthen professional education and knowledge exchange.
Code of Ethics and Trust Mark Initiative
Promoting ethical conduct and accountability is another priority for the association.
PRASL plans to advance a Code of Ethics developed to guide professional practice and corporate behaviour. The association intends to encourage public relations agencies, consultancies and corporate organisations to adopt the code.
As part of this effort, PRASL plans to introduce a prestigious Trust Mark for subscribing companies and agencies that commit to the prescribed standards.
The initiative is designed to encourage responsible communications practices, strengthen public confidence and establish clearer expectations for ethical conduct across the public relations industry.
In an environment where misinformation can spread rapidly and reputational damage can have significant consequences, professional standards and transparent communications are becoming increasingly important for organisations.
Promoting Sri Lanka on the Global Stage
Demonstrating its support for government initiatives, PRASL organised a discussion titled “Taking Sri Lanka to the World.”
The programme featured Sri Lanka-born international visiting scholar Professor Patrick Mendis and a panel of three experienced professionals in foreign direct investment (FDI).
The panel included the Chairman of the Colombo Port City Economic Commission (CPCEC), a former Chairman of the Board of Investment of Sri Lanka, and a chief executive officer focused on foreign direct investment.
The event brought together perspectives on promoting Sri Lanka internationally and supporting initiatives designed to attract investment and strengthen the country’s global standing.
PRASL views strategic communications as an important tool for supporting national development priorities, building international confidence and communicating the country’s opportunities to global audiences.
Plans for Greater Government Engagement
The association also intends to strengthen its engagement with the government sector by exploring the establishment of a dedicated public affairs function.
The proposed initiative would seek greater government-sector recognition and adoption of professional public relations practices, while creating opportunities for communications specialists to contribute to public initiatives and policy-related engagement.
Such a move would support PRASL’s broader ambition to position public relations as a strategic management discipline rather than a function limited to publicity, media relations and events.
A Changing Future for Public Relations in Sri Lanka
PRASL’s priorities reflect the growing importance of strategic communications in an era of digital transformation, artificial intelligence and heightened reputational risks.
By investing in professional education, strengthening university partnerships, promoting ethical standards and expanding engagement with businesses and government institutions, the association aims to raise the profile of public relations in Sri Lanka.
Gunewardena’s re-election provides continuity as the association pursues its vision of making public relations a discipline that helps organisations navigate uncertainty, build trust and protect their reputations.
