The Public Relations and Communications Association Middle East and North Africa (PRCA MENA) has announced the appointment of new members to its restructured Advisory Board and Strategy Board as part of its 2026 governance framework.
The new structure is aimed at supporting the association’s transformation agenda focused on three key priorities — culture, artificial intelligence, and the elevation of Arabic language standards within the communications profession.
As part of the restructuring, Ahmad Itani will continue as Chair of the Advisory Board, while Imad Lahad has been appointed Chair of the Strategy Board.
The announcement reflects the global trade association’s continued focus on strengthening its presence in the region and supporting the communications industry amid evolving regional dynamics. The restructuring follows a review of PRCA MENA’s strategic priorities, including increasing awareness and investment in PR services and raising global professional standards.
Both boards have been designed to strengthen governance, improve accountability, and ensure delivery on defined industry outcomes.
Sarah Waddington CBE, CEO of PRCA Global, said: “PRCA MENA continues to demonstrate leadership in how it approaches governance and professional standards. The introduction of this new board structure reflects a clear commitment to long-term industry development.”
Conrad Egbert, Head of PRCA MENA, said: “The industry in this region is evolving quickly with a need to address culture, artificial intelligence and the role of the Arabic language with discipline and intent. Our MENA strategy is designed to provide structure to that work and if it delivers measurable results in the UAE, it will inform how we implement across MENA.”
Ahmad Itani, Chair of the PRCA MENA Advisory Board, said: “This new board has been carefully structured bringing together individuals who are deeply rooted in the region, with shared commitment to its growth through responsibility, alignment, and the ability to drive meaningful impact at an industry level.
First, we address the impact of artificial intelligence as a force that is reshaping how our industry operates, creates, and advises. This requires both adoption and responsibility.
Second, we place renewed emphasis on Arabic as a cultural and strategic asset. The responsibility to elevate the quality, relevance, and integrity of Arabic communication across platforms lies with us.
Third, and most critically, we are reinforcing accountability and industry standards. This board is not symbolic and is designed to actively contribute to raise the bar, set clearer benchmarks, encourage better practices, and ensure that our industry evolves with both discipline and ambition.”
Imad Lahad, Chair of the Strategy Board, said: “The Strategy Board exists to ensure that our MENA strategy delivers real impact. Our focus is on execution, accountability and raising the bar across the industry.”
The new board structure is expected to help PRCA MENA strengthen professional capabilities, enhance industry relevance, and support the continued development of the communications sector across the region.
