The Public Relations Society of America (PRSA) is the world's largest association for public relations (PR) professionals, overseeing more than 21,000 members.
The PRSA provides training, and sets and promotes ethics standards for the global public relations profession. The organization also performs public relations functions for the industry itself through its PR advocacy initiative, which is trademarked as "The Business Case for Public Relations."
The PRSA describes the purpose of the initiative:
The goal is to drive industry recognition and growth by helping professionals in the field educate key audiences about public relations’ roles and outcomes, demonstrate its strategic value and enhance its reputation.
Over time, this initiative will come to include research, practical tools, influencer and media outreach and targeted career development opportunities. It also will celebrate the positive influence our industry has had in the service of the public good.