The Bottom Line: 2025 National PRSA Financial Report
2025 has proven to be a year of belt-tightening in an effort to attain stronger financial footing.
As reported at PRSA Assembly in October, PRSA's operating revenue has been running a deficit throughout 2025. Diligent expense management and strong performance of PRSA’s investment portfolio have covered a large portion of the operational deficit. However, as members can understand, this is not sustainable in the long term.
Throughout 2025, the leadership team – including new Chief Executive Officer Matt Marcial and Chief Operating Officer Amber Shaverdi Huston – has taken proactive steps to secure PRSA’s financial footing in the year ahead.
The Why
Throughout 2025, PRSA has seen declining membership and program attendance. A number of economic factors also play a role. First and foremost is that, even five years later, membership continues to struggle to recover from the pandemic. Additionally, a rocky economy means some businesses, not-for-profits, and government-funded organizations are operating in a cautious manner. We all may see this in our day jobs, as budget cuts often target professional membership and development.
PRSA is adapting by cutting expenses and addressing issues to reshape our association.
The national board is focused on diversifying revenue and understanding how current programs and professional development drive member value. A tangible example has been the twice-monthly Member Monday programs, which are offered free of charge. This program delivers on two commitments by providing a free development session for members while introducing non-members to PRSA. This is one example of efforts to attain year-over-year member growth.
A bright spot in 2025 has been signature events – like ICON and Anvil Awards – delivering a strong year, which helps contribute to PRSA’s financial footing. The Anvil Awards met plan, and ICON results are encouraging and will be fully understood by yearend. Additionally, sponsorship efforts – once outsourced to a third-party vendor – have been taken in-house to reduce costs. PRSA is focused on evaluating and building new sponsorship opportunities.
At the most recent national board meeting in October, Amber and I presented a balanced budget. It was unanimously approved, and we are pleased it is budget neutral – which means we will operate within our projected means and maintain a focus to recruit new members, stem growing program costs, and carefully manage expenses. Forecasts for any budget variances will be shared throughout the year and reported to the Finance Committee and the Board of Directors.
Looking ahead to 2026
I look forward to continuing to serve the national PRSA board as treasurer in 2026. With a new leadership team, I pledge to offer a sense of stability and to best represent member interests as a returning member of the board’s executive committee. I have enjoyed working with fellow board members, PRSA national staff, leading the finance committee, and serving on the PRSA investment and audit committees.
My duties also include serving as treasurer of the PRSA Foundation. If you’re able, please consider a yearend financial gift to the PRSA Foundation – a qualifying 501c3 – to help college students get a head start on their communications career. PRSA has also established a program to help recent PR graduates move from PRSSA to PRSA membership. Young professionals with less than three years of work experience can join PRSA for only $67. Sometimes this small financial support is all that is needed to grow PRSA membership. I encourage you to consider helping these young PR stars bridge the gap from college to work.
Thank you, and I look forward to continuing my service to PRSA in the year ahead!
Kevin Waetke, APR, Fellow PRSA
National PRSA Board Treasurer
