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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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Sri Lanka eyes India grid link as ADB pushes Pan-Asia energy integration

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Priyantha Wijayatunga speaks at the Samarkand Energy Forum of the ADB.

Sri Lanka’s long-discussed electricity grid connection with India is gaining renewed momentum, as the Asian Development Bank (ADB) intensifies efforts to promote cross-border energy integration across the region.

At the ADB Annual Meetings in Samarkand, Senior Director for Energy, Priyantha Wijayatunga, identified the proposed India–Sri Lanka grid interconnection as the most promising avenue to strengthen the island’s power sector. The concept dates back to the 1970s, when Sri Lanka, following the completion of the Mahaweli Development Project, even explored the possibility of exporting electricity. However, rapid economic growth and rising domestic demand shifted the country toward energy imports.

Today, with energy security and cost pressures mounting, the idea has regained urgency. “The time is right,” Wijayatunga said, stressing that political will and financing will be decisive. While undersea transmission cables make the link technically viable, costs remain a major challenge. The ADB, he confirmed, stands ready to support Sri Lanka as a development partner in advancing the project.

Sri Lanka’s prospects are closely tied to a broader regional vision being advanced by the ADB through its Pan-Asia Power Grid Initiative (PAGI). The initiative aims to transform how energy is produced, shared, and consumed across Asia and the Pacific by promoting cross-border electricity trade and grid connectivity.

PAGI is designed not merely as a collection of projects, but as a systems-level integration platform that connects national grids into subregional and eventually continent-wide networks. Its core objectives include bridging energy gaps, enhancing energy security, integrating large-scale renewable energy, and strengthening resilience across interconnected systems.

A key pillar of PAGI is leveraging the region’s resource complementarity. Countries in South Asia, for instance, possess uneven but highly complementary energy resources—hydropower in Nepal and Bhutan, and solar and wind potential in India. By linking grids, countries like Sri Lanka could tap into these diverse energy sources, reducing dependence on costly fossil fuel imports while improving reliability.

ADB estimates suggest that deeper regional power trade in South Asia could yield substantial economic benefits, including lower system costs and more efficient energy distribution. The initiative also envisions mobilizing up to $50 billion in investments by 2035, expanding transmission infrastructure, and improving electricity access for millions.

For Sri Lanka, integration into such a regional grid could be transformative. A connection with India would allow the country to import affordable electricity during shortages, stabilize supply, and support its transition toward cleaner energy. It could also open the door to future participation in a wider South Asian power market.

With feasibility studies and policy discussions already underway, and with ADB backing firmly in place, Sri Lanka’s long-envisioned grid connection with India now appears more achievable than ever.

As the Samarkand meetings underscore the urgency of regional cooperation in an increasingly uncertain energy landscape, Sri Lanka stands at the threshold of a new chapter—one where energy security is strengthened not in isolation, but through connection.

by Sanath Nanayakkare in Samarkand, Uzbekistan

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Oceans in crisis: Sri Lanka hosts ‘Sharks International 2026’ amid stark warnings

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Sri Lanka this week finds itself at the centre of a deepening global ocean crisis, as leading scientists, policymakers and conservationists gather in Colombo for Sharks International 2026—a high-profile summit unfolding against mounting evidence that the world is rapidly losing control of its marine ecosystems.

The conference, now underway at the Bandaranaike Memorial International Conference Hall, marks the first time the prestigious forum has been hosted in Sri Lanka. But beneath the diplomatic language and scientific exchanges lies a far more urgent reality: the collapse of shark and ray populations is no longer a distant environmental concern—it is an unfolding economic and food security emergency.

More than 100 million sharks and rays are being wiped out globally each year, largely due to overfishing and illegal, unreported and unregulated (IUU) fishing. In Sri Lanka, the situation is particularly acute. Of the 105 species recorded in local waters, nearly 70 are now threatened with extinction, a statistic that scientists warn should set off alarm bells far beyond conservation circles.

Deputy Minister of Environment Anton Jayakody did not mince words when addressing the gathering, framing the issue not just as an ecological tragedy but as a looming economic shock.

“This is not just about saving species. It is about protecting the foundation of our fisheries, our food systems, and the livelihoods of thousands of Sri Lankans. If shark and ray populations collapse, the consequences will ripple through the entire marine economy,” he said.

Sharks and rays sit at the top of the ocean food chain. Their disappearance disrupts the delicate balance of marine ecosystems, triggering cascading effects that can decimate commercially valuable fish stocks. For a country like Sri Lanka—where coastal communities depend heavily on fisheries—this is not an abstract threat but a direct challenge to economic stability.

Yet despite years of warnings, critics argue that global action has been dangerously slow, fragmented, and often undermined by competing commercial interests.

By Ifham Nizam

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SriLankan Airlines leads with two category wins in South Asia at PAX Awards

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SriLankan Airlines led with two wins in the Airline Award category for South Asia, securing both Best Overall Passenger Experience and Most Improved Airline at the PAX International Readership Awards 2026 held recently in Hamburg, Germany. The awards celebrate the industry’s best and brightest, with winners determined by votes from PAX’s global readership.

The Best Overall Passenger Experience – South Asia award recognises an airline that delivers an exceptional onboard experience to passengers across multiple service areas, including meal service, inflight entertainment and seating. At SriLankan Airlines, this entails meticulous planning at every stage of the passenger journey, supported by collaboration among multiple teams and continuous monitoring and refinement.

Maria Sathasivam, Manager Product Development of SriLankan Airlines, commented on the achievement, stating, “we are incredibly honoured to receive yet another independent endorsement of the service we deliver. Every interaction matters to us, and we are committed to consistently meeting and exceeding passenger expectations, and it is truly rewarding to see these efforts recognised.”

SriLankan Airlines continues to enhance the end-to-end travel experience, from booking through to arrival. Ongoing digital upgrades, including improvements to the airline’s website and app, are designed to deliver a more intuitive and seamless customer experience, supported by AI-driven features and expanded ancillary offerings. At its hub, the Bandaranaike International Airport in Colombo, the airline has also expanded self-check-in and bag drop facilities for added convenience.

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