New Leadership at Public Relations Association of Sri Lanka Signals Strong Push for Industry Recognition.
By: Rishini Weeraratne
The Public Relations Association of Sri Lanka has appointed a new President and Board, marking a significant step in its efforts to position public relations as a vital strategic communications discipline in the country. At its second Annual General Meeting held on the 21st of April, industry veteran Nimal Gunewardena was elected President, taking on a leadership role that is expected to strengthen the visibility, credibility, and impact of the public relations profession in Sri Lanka. He succeeds in this role after serving as Advisor to the Board, bringing continuity as well as renewed direction to the Association’s work.
A Founder Director of PRASL, which was established in 2023, Gunewardena is widely recognised as one of the pioneers of public relations and integrated marketing communications in Sri Lanka. His appointment comes at a time when the industry is seeking greater recognition for its role in supporting both corporate and national priorities.
Speaking following his election, Gunewardena emphasised the need to reposition public relations within the broader communications landscape. He noted that while PR practice has existed in Sri Lanka for more than three decades, it continues to be misunderstood and undervalued. He highlighted that public relations has the potential to contribute meaningfully to national development initiatives, corporate reputation management, and public engagement, particularly in an increasingly complex and digital environment. He further outlined his vision to establish public relations as a strategic discipline that can support key areas such as digital transformation, energy transition, foreign direct investment growth, environmental sustainability, and social cohesion. According to him, strengthening the role of PR in these domains will not only enhance the profession but also create tangible value for organisations and society at large.
The appointment builds on momentum generated by PRASL over the past year. Since its inception, the Association has taken several steps to formalise and professionalise the industry. Among its key initiatives was the launch of the first Code of Ethics for PR practitioners in Sri Lanka, aimed at setting clear standards for responsible and transparent communication practices. In addition, PRASL has conducted a series of specialised masterclasses addressing emerging risks and trends, including cybersecurity and artificial intelligence. These sessions were designed to equip practitioners with the knowledge and skills required to navigate an evolving communications landscape. The Association has also organised a series of thought leadership forums featuring international experts, offering local professionals valuable exposure to global perspectives and industry best practices. Among the highlights was a keynote address delivered by Farzana Baduel, President of the Chartered Institute of Public Relations (UK), titled “Reputation Under Fire: How Leaders Can Navigate Online Crises.” The event took place in December 2025 at the Sheraton in Colombo, and was hosted by PRASL in collaboration with The Sun (Daily Mirror) of Wijeya Newspapers Limited.
These efforts reflect PRASL’s broader mission to elevate the standards of public relations in Sri Lanka while promoting its role as a critical function within organisations. By focusing on professional development, ethical practice, and knowledge sharing, the Association aims to ensure that PR practitioners are better prepared to address contemporary challenges.
Gunewardena brings extensive experience to his new role. He has previously led both the Sri Lanka Institute of Marketing and the Accredited Advertising Agencies Association during the 1990s, contributing to the development of marketing and advertising standards in the country. He is also a Fellow of the Chartered Institute of Marketing and a Member of the Chartered Institute of Public Relations, reflecting his longstanding engagement with global professional bodies. His contributions to the field have earned international recognition. During her visit to Sri Lanka, Farzana Baduel, President, CIPR (UK) referred to Nimal Gunewardena as the country’s “Godfather of PR,” recognising his influential role in shaping the industry over several decades.
Supporting the new President is a high calibre Board comprising experienced professionals from both agency and corporate communications backgrounds. The inclusion of new members alongside established practitioners is expected to bring fresh perspectives while maintaining continuity in the Association’s strategic direction. The Board has identified several priority areas for the coming year. These include expanding membership through greater engagement and networking opportunities, enhancing essential skills and competencies within the industry, and strengthening adherence to professional standards and ethics.
Another key focus will be on supporting small and medium sized enterprises, which account for more than half of Sri Lanka’s gross domestic product. PRASL aims to demonstrate how effective public relations strategies can help these businesses build visibility, manage reputation, and drive growth in competitive markets. The Association also plans to address emerging challenges that are reshaping the communications landscape. These include the growing influence of artificial intelligence, the rapid spread of misinformation and fake news, and the increasing need for public attitude and behaviour change in areas such as sustainability and social responsibility.
By positioning public relations as a discipline capable of addressing these issues, PRASL hopes to underscore its relevance in both corporate and societal contexts. The organisation believes that PR professionals have a critical role to play in fostering trust, facilitating dialogue, and promoting informed decision making. As the officially recognised representative body for the public relations industry in Sri Lanka, PRASL is committed to giving the sector a unified voice. Its mandate includes promoting professional excellence, encouraging innovation, and creating opportunities for collaboration among practitioners.
Since its establishment in 2023, the Association has sought to build a strong foundation for the industry by bringing together experienced professionals and emerging talent. Through its initiatives, PRASL aims to create a supportive environment where practitioners can share knowledge, develop skills, and contribute to the advancement of the profession. Looking ahead, the Association is inviting PR and communications professionals to become part of its growing community. Membership offers access to networking opportunities, training programmes, and industry events, as well as the chance to contribute to shaping the future of public relations in Sri Lanka.
With new leadership in place and a clear strategic direction, PRASL is poised to play a more influential role in the country’s communications landscape. The appointment of Gunewardena and his Board signals a renewed commitment to elevating public relations from a supporting function to a central pillar of organisational and national strategy. As the industry continues to evolve in response to technological, economic, and social changes, the role of professional bodies such as PRASL will become increasingly important. By advocating for higher standards, greater recognition, and continuous learning, the Association aims to ensure that public relations in Sri Lanka is equipped to meet the demands of the future.
Online: www.prasl.lk
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About The Writer
Rishini Weeraratne is the Editor of The Sun (Daily Mirror) and serves as the Sri Lanka Ambassador for both the Chartered Institute of Public Relations (UK) and The HALO Trust (UK). She also holds the position of Head of Strategic Partnerships and External Communications at a luxury hospitality group based in the United Kingdom.
