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‘Pricing, industry connections and influence playing key roles in SL’s PR industry’

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Ninety seven per cent of the respondents in a survey of Sri Lanka’s PR industry carried out in October by the Asia-Pacific chapter of the Public Relations and Communications Association (PRCA), the world’s largest and influential PR body, state that the local PR industry has got competitive over the recent years, with pricing, industry connections and influence playing a key role instead of talent and innovation.

Twenty five out of 33 professionals cited that their clients ‘somewhat’ understand the true potential and impact of PR, and that the pandemic and recent economic events have pushed companies to manage their reputation proactively, a PRCA-APAC press release states. The survey was carried out to understand and inform on the state of the PR industry in Sri Lanka. The survey was carried out among 33 leaders and senior executives from over local multinational PR agencies.

The press release adds: ‘The findings give a hint that despite being a niche industry, the PR profession and landscape in the country is poised for exponential growth given that some of the diverse challenges and suggestions are addressed timely. We at PRCA APAC will actively be involved in uplifting the standards together with the agencies and other stakeholders,’ said country representative Thanzyl Thajudeen MPRCA, who curated and led the initiative.

‘Print topped as the most preferred channel among clients (79pct), followed by online, social media, TV/radio, and others. However, 42pct mentioned their clients citing print PR as not effective at some point with 33pct strongly advocating that print is very much here. When it comes to which channels their agencies promote, online surpassed print slightly by 12pct.

‘Most of the clients were seen engaging with on-going PR activities, followed by reputation building, brand positioning, crisis response and mitigation, and internal communications. 88pct of those surveyed have been involved or encountered clients requesting crisis response PR strategies with 76pct mentioning internal communications plans.

‘The challenges their clients were facing include budget cuts (91pct), exchange rates (64pct), import ban (55pct), and retaining talent and finding customers (50pct). Agencies cited client budget cuts (94pct) as the biggest concern faced with the present volatile situation, followed by convincing clients the crucial role PR could play, payment delays, and employee turnover.

‘However, 67pct cited that proving and justifying ROI and value of PR is the greatest challenge with the need to have more measures, tools and insights in place.

‘Despite the many challenges and half of the respondents feeling a burnout in their role, the PR industry is very optimistic. 79pct stated that there are many new areas to learn within the discipline, citing that PR is becoming more social than digital and that it also requires an approach backed by analytics, accountability and ethics.

‘This was well reflected when asked as to why they work where they work. Learning (79pct) superseded all other factors such as agency reputation, networking, compensation, networking, job mobility, and workplace environment. 72pct have also taken up self-paced learning activities recently, including networking with other industry peers in the last 12 months.

‘ PR professionals cited that the industry needs to work more towards knowledge sharing, collaborations and partnerships, and talent and capacity building (73pct), with nearly half of them suggesting the need to uplift its ethical standards.

‘Many voiced the need to address and change the misconceptions among clients and society at large of what PR really is, going way beyond the traditional ‘media release’ sense, and that a solid educational or vocational framework is required to help aspiring students and professionals alike to comprehend and understand this lucrative profession in its right essence including ongoing knowledge transfer and training sessions among all agencies involved in the broader spectrum of communications.’

The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.

We represent more than 35,000 PR professionals in 82 countries worldwide. With staff in London, Hong Kong, Dubai, Singapore, and Buenos Aires, we are a global advocate for excellence in public relations. We also manage the International Communications Consultancy Organisation (ICCO) – the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for local government communicators. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA). The Sri Lanka representative can be reached via srilanka@prca.global.



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Iran war threatens Sri Lanka’s fragile recovery; SMEs face “Survival Crisis” – Prof. Rohan de Silva

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Prof. Rohan De Silva President, Sri Lanka Chamber of Small & Medium Industries

Sri Lanka’s already fragile economic recovery—still reeling from the aftermath of the 2019 Sri Lanka Easter Bombings, the pandemic, and the 2022 financial collapse—is now under renewed strain as the ongoing Iran war sends shockwaves through global energy, trade, and financial systems, experts warn.

Chartered Interior Architect and economic commentator Prof. Rohan de Silva cautioned that the Iran conflict is not an isolated external shock but a “multiplier crisis” that could severely undermine Sri Lanka’s recovery trajectory—particularly for small and medium enterprises (SMEs), which form the backbone of the economy.

Energy Shock Rekindles Crisis Conditions

At the heart of the emerging pressure is the sharp escalation in global oil prices and supply disruptions linked to instability around the Strait of Hormuz—a critical artery for global energy flows.

“Sri Lanka, which already spends around USD 4 billion annually on fuel imports, is extremely vulnerable to such shocks,” Prof. de Silva said. “Any disruption in supply chains or price spikes will immediately translate into domestic inflation and reduced economic activity.”

The situation, he noted, could force authorities to revisit emergency measures reminiscent of the 2022 crisis, including fuel rationing, restricted working days, and reduced transport services—directly impacting productivity.

Inflation Surge and Currency Pressures

Rising oil prices are expected to trigger a fresh wave of cost-push inflation, affecting transport, food, and essential goods. Increased war-risk insurance and shipping delays are further inflating import costs, placing additional pressure on the Sri Lankan rupee and already strained foreign reserves.

“The real danger is a re-triggering of balance of payments stress,” Prof. de Silva warned. “Higher fuel import bills, combined with potential declines in remittances from the Middle East and weaker export earnings, could destabilize external accounts once again.”

Sri Lanka’s export sectors are also facing mounting challenges. Tea exports to Iran and Gulf markets risk disruption, while apparel shipments are being delayed due to rerouted shipping lanes and rising freight costs.

“Transit times are increasing by up to two weeks in some cases. That erodes competitiveness and reliability—two key pillars for export markets,” Prof. de Silva explained.

Industrial supply chains are similarly under strain, with delays in raw materials and petroleum-based inputs threatening production continuity across sectors.

However, the most severe impact is being felt by SMEs, which Prof. de Silva described as “financially exhausted after enduring repeated shocks since 2019.”

“These businesses have not fully recovered from the Easter attacks, COVID-19 shutdowns, and the 2022 economic collapse. Now, they are facing a fresh crisis that is simultaneously increasing costs and reducing demand,” he said.

Operating expenses—including fuel, electricity, and logistics—have surged sharply, while constrained transport and reduced working days are limiting both customer access and employee attendance.

“This is a classic margin squeeze. For many SMEs, profits are not just shrinking—they are disappearing,” he added.

Compounding the crisis is tightening access to finance. With interest rates remaining elevated to control inflation, banks are becoming increasingly risk-averse, leaving SMEs struggling to secure working capital.

At the same time, declining household purchasing power is dampening demand, particularly in non-essential sectors such as retail, interior design, and construction-related services.

“Consumers are cutting back. SMEs are losing revenue streams. It’s a dangerous cycle,” Prof. de Silva said.

Export-oriented SMEs are also facing order cancellations and payment delays from Middle Eastern buyers, further squeezing foreign exchange inflows.

Employment and Social Pressures Mount

The SME crisis is already spilling over into the labour market. Businesses are reducing staff, cutting working hours, or halting expansion plans altogether.

“If this trend continues, we could see rising unemployment and underemployment, particularly among youth,” Prof. de Silva warned.

He also highlighted the risk of returning migrant workers due to instability in Gulf economies, which could intensify domestic job market pressures.

A Multi-Shock Economy on Edge

Prof. de Silva stressed that Sri Lanka is now grappling with a cumulative “multi-shock cycle”:

2019 Easter attacks → Tourism collapse

COVID-19 pandemic → Prolonged shutdowns

2022 economic crisis → Currency and fuel collapse

Iran war → External energy, trade, and financial shock

“Each crisis has weakened the resilience of SMEs. What we are seeing now is not recovery, but survival,” he said.

Without targeted intervention, Prof. de Silva warned of widespread SME closures, job losses, and a prolonged delay in national economic recovery.

“The Iran war is amplifying every existing vulnerability in Sri Lanka’s economy. SMEs are at the frontline of this crisis—and without immediate policy support, the consequences could be severe and long-lasting,” he cautioned.

By Ifham Nizam

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‘The Saint of the Islands’

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The International Centre for Ethnic Studies (ICES) will premiere its latest documentary, ‘The Saint of the Islands’ on 28th March. The 72-minute documentary, directed by Anomaa Rajakaruna, will be screened at the Tharangani Theatre of the National Film Corporation in Colombo, Bauddhaloka Mawatha, Colombo 7, starting at 4 pm on the 28th.

The film explores the shared devotional traditions surrounding St Anthony of Padua, the patron saint of sailors and fishermen, against the backdrop of the annual feast on the island of Kachchateevu. In Sri Lanka, devotion to St Anthony often crosses religious and cultural boundaries, bringing together different communities that unite across practices of prayer and veneration. At the centre of the story is the annual gathering of devotees from Sri Lanka and India at the St. Anthony’s Shrine on the island of Kachchatheevu, located near the maritime border between the two countries.

Filmed during the annual feast at Kachchatheevu and on the nearby island of Neduntheevu (Delft Island), the documentary reflects on the intersection of faith, livelihood, and geopolitics in the Palk Strait. Kachchatheevu itself is a small, uninhabited island that remains deserted for most of the year.

Yet for two days every year, during the annual feast of St Anthony, it is transformed into a vibrant pilgrimage site as thousands of devotees brave the rough seas, and arrive by boat from both Sri Lanka and India. This year alone, almost 12,000 people from India and Sri Lanka, gathered on the island for prayer, worship, and community.

The film also captures the nearby island of Neduntheevu (Delft Island), one of the northernmost inhabited islands of Sri Lanka. Known for its distinctive landscape, coral-stone architecture, and long maritime history, Delft serves as an important point of departure for pilgrims travelling to Kachchatheevu. Through scenes of travel, pilgrimage, and worship, the documentary reflects on how the sea shapes the lives of coastal communities while also connecting people across national borders and across different religions.

More information can be found on the ICES website, www.ices.lk or by emailing uvini.ices@gmail.com

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AmCham Sri Lanka CEO Forum 2026 concludes successfully

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Victor Antonypillai – Principal Country Officer Sri Lanka and Maldives, World Bank Group Vish Govindaswami – Deputy Chairman/Director, Sunshine Holdings PLC Suren Fernando – Group Chief Executive Officer, MAS Holdings (Pvt) Ltd Moderator: Bertram Paul – Managing Director/CEO, Chevron Lubricants Lanka PLC

The American Chamber of Commerce in Sri Lanka concluded its flagship CEO Forum 2026 on 25 February with government officials outlining an ambitious plan to achieve 7% annual economic growth and progress toward a LKR 200 billion economy. The day-long summit, held under the theme “Accelerating Sri Lanka’s Rebuild,” brought together more than 200 C-level executives, senior policymakers, and international partners at Cinnamon Grand Colombo.

Dr. Harsha Suriyapperuma, Secretary to the Treasury, outlined priority reforms including strengthening fiscal stability, maintaining inflation at 5%, improving governance to attract foreign investment, upgrading port infrastructure, supporting IT and pharmaceutical sectors, accelerating digitization, and consolidating the banking sector. The government aims to double the economy within a decade while creating a more predictable business environment.

Opening the Forum, Her Excellency Jayne Howell, Chargé d’Affaires at the U.S. Embassy, called for expanded two-way trade and highlighted opportunities for Sri Lankan buyers to access American technology and energy solutions. She emphasized that growth in trade and logistics, including Port of Colombo expansion, strengthens supply chains and drives economic growth in both countries.

Deputy Minister Chathuranga Abeysinghe announced the establishment of the Industrial Transformation and Innovation Agency (ITIA), with LKR 300 million allocated for capacity-building and a “Level Up” program targeting 6,000 SMEs. Currently, only 20% of financial sector credit is accessible to SMEs, a constraint the new initiatives aim to address through simplified registration, expanded financial literacy, and improved equity financing access.

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