MPS will work with the PRCA on programme of activity aimed at supporting the association’s members in understanding and applying insight-led approaches to communications, strategy and decision-making.

The work will also include the PRCA’s UK census, which analyses the industry’s workforce, skills and challenges.

Full-service insight and strategy consultancy MPS is headquartered in Italy. Its work spans PR and reputation research, stakeholder and market understanding, audience insight, user experience, behavioural insight and data analytics.

Sarah Waddington, chief executive, PRCA, said: “In the increasingly complex communications scene, the ability to turn data and research into clear, strategic action is more important than ever. MPS brings a powerful combination of expertise, innovation and practical application that will help our members strengthen their decision-making capabilities and demonstrate the value of communications.”