Bradly Howland Appointed President of PRISA as Institute Charts Bold New Path

The Public Relations Institute of Southern Africa (PRISA) has named Bradly Howland as its new President, marking the beginning of a new era as the Institute positions itself as a leading professional body for communicators in the region.

Howland, who officially assumed the role during PRISA’s 68th Annual General Meeting held in Sandton on Friday, 27 June, brings more than two decades of experience in strategic communications. He is the Chief Executive Officer of Alkemi Collective, a strategic marketing and storytelling agency based in Cape Town and Johannesburg. PRISA says Howland’s values-driven leadership and focus on narrative clarity come at a critical moment for the profession.

"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 legacy of past President Oscar Tshifure, Howland plans to accelerate PRISA’s professionalisation efforts. According to PRISA, this includes championing industry-wide standards, promoting ethical practices, and reinforcing the role of public relations as a strategic leadership discipline.

A key initiative under Howland’s leadership will be the introduction of PRISA’s Accountability Charter. This new charter will set out clear expectations for practitioners, clients, and organisations, as part of a wider effort to strengthen ethical relationships, support fair resource allocation, and prioritise long-term credibility.

In addition, PRISA announced plans to roll out several major initiatives:

• A tiered membership model tailored for students, professionals, corporates, and government communicators

• A structured mentorship programme to support junior and mid-level professionals

• Expanded CPD and certification options, including digital and AI-focused learning modules

• The return of academic reports and research papers to drive evidence-based thought leadership

• A regional PRISMS Summit, featuring a new academic track to link theory with industry 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."

Reasserting PRISA’s Leadership in the Industry

With a refreshed brand identity and internal reforms already underway, PRISA is renewing its mission to become the leading authority on public relations and communication management in Southern Africa. The Institute says it will continue to invest in partnerships, member-centric programmes, and visible advocacy efforts to reinforce the value of PR professionals in decision-making spaces.

The board expressed gratitude to outgoing President Oscar Tshifure for his leadership during a pivotal time of transformation, which laid the groundwork for the Institute’s current trajectory.

Howland will serve a 12-month term, during which he will focus on enhancing member value, advancing professional standards, and positioning PRISA for sustainable growth and renewed industry relevance, according to PRISA.