It promotes high ethical standards in the public relations and communication industry through accredited membership, resources, training, and recognition.

In 2014, PRIA projects included advising on lobbyist legislation, increasing the use of valid measurement in PR, and offering career development and professional support resources to practitioners.

[7] PRIA is one of 25 founding members of the Global Alliance for Public Relations and Communication Management.

[10] PRIA established the annual Golden Target Awards in 1976, to recognise excellence in Australian public relations.

[11] The University of Western Sydney's Ward Library is home to the winners collection which dates from 1998.