The Swiss professional association of public relations and communications specialists is entering a new phase of its activity. During its general assembly, Tanja Hollenstein was elected president of pr suisse, taking over from Alberto Stival, who is concluding his mandate after years at the helm of the organization.
The election marks the beginning of a process aimed at strengthening the association's role in the communications sector, with a particular focus on professional quality, training, and the challenges posed by artificial intelligence.
A new guide for the public relations industry
Tanja Hollenstein, President of Riverside Strategy AG, takes over the leadership of the association at a time of profound change in the world of communications.
According to the new president, the growing diffusion of artificial intelligence tools makes the contribution of public relations professionals even more crucial. While producing content has become easier, elements such as the ability to contextualize information, build credibility, and strengthen relationships of trust with various stakeholders are gaining in value.
For this reason, Hollenstein considers public relations a function closely linked to corporate management and intends to work, together with the Central Committee and the association's management, to consolidate its strategic recognition.
Training, quality and new generations among the objectives
The program outlined by the new president includes several priorities that will guide the association's work in the near future.
These include strengthening the positioning of pr suisse, the promotion of professional quality and even greater support for the growth of new talent in the communications sector.
The association also aims to further develop collaborations with training institutions nationwide, promoting increasingly qualified offerings in both initial and continuing education.
At the same time, the “pr suisse” brand will be strengthened, with the aim of increasing its recognition and consolidating its role as a point of reference for the sector.
Farewell to Alberto Stival during the Locarno assembly
The well-attended General Assembly took place on June 12, 2026, in Locarno and was also an opportunity to pay tribute to outgoing President Alberto Stival.
During the meeting, Stival was thanked for his long-standing commitment to the association and received the nomination as an honorary member of pr suisse, recognition awarded for the contribution made over the years to the growth of the organization.
The event was enriched by the speeches of the mayor of Locarno Nicola Pini, of the CEO of the Locarno Film Festival Raphaël Brunschwig and the president of the Ticino Public Relations Society, Dimitri Loringett, who addressed the evolution of communication and its role in institutions and organizations.
The Central Committee has also been renewed
The assembly also approved some changes in the composition of the Central Committee.
Simon Koch will represent the SRRP, taking over from Romain Pittet, while Thomas Odermatt will take over the representation of the ZSPR, replacing Olivier Burger.
Corinne Durey's term as head of the Examination Committee also concludes. The association expressed its gratitude to all outgoing members for their work and their contributions to the development of institutional activities.
Strategic priorities for 2026
Looking ahead to the next few months, pr suisse has identified some lines of action intended to guide its development.
Planned initiatives include strengthening collaboration with the academic and professional training worlds, consolidating the association's brand, and introducing new opportunities for young professionals seeking a career in the communications sector.
Alongside these objectives, in-depth discussions will be held on the topics of quality and responsibility in public relations. The program includes roundtable discussions and a study developed in collaboration with the ZHAW, aimed at analyzing the evolution of the profession and the skills required in an ever-changing context.
With the renewal of the presidency, the updating of the governing bodies and an activity plan oriented towards training, innovation and the valorization of the profession, pr suisse aims to further consolidate its role as the national representative of the public relations and communications sector.
