To be the recognised leader of the public relations and communication management profession in southern Africa and beyond.
The PRISA mission is:
- To establish PRISA as the authority for the public relations profession
- To foster the professionalisation of public relations practice in Southern Africa
- To set and maintain professional ethics and standards among members of the Institute
- To provide dynamic value-added services to members of the Institute and thereby to its stakeholders
- To establish public relations as a strategic management function
- To continually transform the Institute to stay ahead of the dynamic changes in the social, political and economic environment