To be the recognised leader of the public relations and communication management profession in southern Africa and beyond.

• 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