Business
‘Pricing, industry connections and influence playing key roles in SL’s PR industry’
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.
Business
Cost-effective clearance of goods across borders to determine worth of Customs Paperless Declaration
By Ifham Nizam
The introduction of the Customs Paperless Declaration from October 1 could mark an important step in Sri Lanka’s efforts to modernise trade, but its real value will depend on whether it reduces the time and cost of moving goods through the country’s borders, Customs House Agents & Traders Association President Mohamed Niyas said.
Niyas warned that digitising Customs declarations alone would not necessarily translate into faster cargo clearance or lower costs for businesses.
‘Expecting a dramatic improvement in clearance speed under the present conditions is like expecting Ferrari performance from a Morris Minor configuration, he said.
For importers and exporters, the issue extends well beyond paperwork. Every additional hour or day that cargo remains in the clearance chain can have wider consequences for businesses, including increased port and storage-related costs, additional working-capital requirements, uncertainty over delivery schedules and disruptions to production and distribution.
Niyas said the competitiveness of Sri Lanka’s trading sector ultimately depended on how efficiently goods could move through the country’s border-clearance system.
‘The real bottleneck is not merely the absence of paper. It is the entire clearance ecosystem—the limitations of the existing ASYCUDA World system, excessive regulatory interventions by Other
Government Agencies, multiple approvals, physical examinations, manual interventions, fragmented processes and institutional constraints, he said.
He cautioned that unless these bottlenecks were addressed, there was a risk that the paperless initiative would merely digitise existing bureaucracy.
‘If these underlying constraints remain unchanged, there is a real risk that the new paperless system could become another “copy-and-paste road show”—where an old, complex clearance process is simply transferred onto a digital screen without fundamentally changing the process itself, Niyas said.
For businesses dependent on imported raw materials, machinery, components and other inputs, clearance efficiency can directly affect the wider supply chain.
Delays at the border can create uncertainty for manufacturers, distributors and retailers, while exporters can face difficulties meeting delivery schedules when imported inputs or export consignments are held up.
Niyas therefore argued that the success of the October 1 initiative should be judged by its impact on trade flows rather than by the number of declarations processed electronically.
‘Paperless does not automatically mean faster, he said. ‘Digitising a slow process does not make the process fast. It only makes the slow process digital.’
He said Sri Lanka needed to move towards what he described as “process-less Customs”—a system in which unnecessary procedures are eliminated rather than simply converted into electronic procedures.
Among the reforms he called for are simplification of Customs declarations and approval workflows, improvements to the functionality of ASYCUDA World, greater use of risk-based inspections and better integration of Other Government Agency approvals.
Niyas also called for the elimination of repetitive document submissions and physical endorsements, greater use of pre-arrival processing, sufficient capacity for digital document uploads and clearly defined service-level timelines for Customs and OGAs.
Business
China backs Sri Lanka’s Non-aligned stance to counter regional pressures
By Sanath Nanayakkare
As global attention has fixed on the high-level diplomatic choreography at the United Nations General Assembly in New York, a subtler, yet profound geopolitical signal was sent from Colombo, yesterday.
In a major address marking the founding anniversary of the People’s Republic of China, newly appointed Chinese Ambassador Wei Huaxiang chose to anchor bilateral relations not just in modern trade or infrastructure, but in a shared respect for Sri Lanka’s legacy of non-aligned independence.
By explicitly invoking Sri Lanka’s foundational role in the 1976 Non-Aligned Summit, Beijing was doing something unexpected in an era defined by fierce great-power rivalry: it was officially validating a small island nation’s right to maintain an independent foreign policy stance.
The Strategic Value of Independence
For decades, nations caught in the crosshairs of major-power competition have faced intense pressure to pick sides. Yet, Ambassador Wei’s embrace of Colombo’s non-aligned tradition signaled a different diplomatic playbook. Instead of demanding alignment, Beijing was framing its partnership as a reliable counterbalance to regional pressures. By honouring Sri Lanka’s diplomatic autonomy, China was effectively reassuring smaller economies that sovereign independence and robust economic cooperation can coexist.
Beyond Ports and Industrial Zones
This diplomatic framing reframed the narrative surrounding major collaborative ventures like the Colombo Port City and Hambantota Port. While foreign analysts often view these projects exclusively through the lens of strategic rivalry, Beijing’s diplomatic messaging tied them back to a historical ethos of solidarity—evoking memories of the 1952 Rubber-Rice Pact.
By marrying economic projects with a stated respect for non-alignment, China is positioning itself as a steadfast stakeholder that respects Sri Lanka’s internal agency during difficult economic and political seasons.
As both nations look toward major milestones in 2027—including the 70th anniversary of diplomatic ties—this nuanced diplomatic move revealed how historic traditions are being leveraged to navigate modern multipolar realities.
For global observers, the takeaway was clear: in the shifting architecture of Asian geopolitics, respecting a nation’s historical neutrality may just be the most effective way to secure a lasting partnership, a diplomatic masterclass that Ambassador Wei Huaxiang executed in style.
Business
Sri Lanka Insurance Life appoints Dr. Sameera Dharmasena Chief Executive Officer
Sri Lanka Insurance Life (SLIC Life), the nation’s largest and strongest Life Insurer, is pleased to announce the appointment of Dr. Sameera Dharmasena as its new Chief Executive Officer, effective 22nd September 2026.
Dr. Dharmasena is a distinguished insurance professional with over 21 years of experience in the Sri Lankan insurance industry, having held senior leadership positions across several leading insurance companies affiliated with some of Sri Lanka’s largest business conglomerates. His extensive career spans both local and multinational insurance environments, bringing together broad industry expertise, strategic leadership and a strong commitment to the advancement of the insurance profession.
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