The Public Relations Association of Sri Lanka (PRASL) and the University of Kelaniya have signed a Memorandum of Understanding (MoU) to strengthen public relations education and foster greater industry-academic collaboration in Sri Lanka.
The ceremony took place on 14th March 2025 at the Office of the Vice Chancellor, marking a significant step in bridging academia and the professional PR landscape. The event was graced by Vice-Chancellor of the University of Kelaniya, Senior Professor Nilanthi de Silva; Dean of the Faculty of Social Sciences, Professor M. M. Gunathilake, Head of the Department of Mass Communication, Senior Lecturer Wijayananda Rupasinghe, Senior Lecturer Dr. Manoj Jinadasa, and Lecturer and Subject Coordinator of the PRMM degree programme, Dasini Madurasinghe. They were joined by PRASL’s Executive Committee, President Mushthak Ahamed, Vice President Ashan Kumar; Immediate Past President, Rezani Aziz; and Secretary Ashan Jayatilaka.
The MoU paves way for greater collaboration between the Department of Mass Communication of the University of Kelaniya and PRASL, facilitating curriculum development, guest lectures by industry veterans, internship opportunities, and career fairs. In addition, the partnership will support academic research, enabling students to contribute to industry studies. Through training programmes and knowledge-sharing initiatives, the partnership aims to equip the next generation of PR and corporate communication students with the skills and practical exposure needed to drive the industry forward.
Senior Prof. Nilanthi de Silva emphasized the initiative’s academic significance, stating, “As a leading higher education institution, we are dedicated to bridging the gap between academia and industry. We anticipate that this collaboration with PRASL will provide our students with direct access to the industry, internship opportunities and career pathways, making the graduates of the faculty employment ready in either the public or private sector in Sri Lanka.”
Dasini Madurasinghe highlighted the importance of connecting classroom learning with real-world experience, stating, “The Public Relations and Media Management degree was introduced to shape professionals who can thrive in Sri Lanka’s growing PR industry. We believe that meaningful industry engagement is key to preparing students for the challenges and opportunities ahead, and this MoU with PRASL will help us create those vital connections and learning experiences.”
Highlighting PRASL’s vision for industry advancement, President Mushthak Ahamed stated, “This MoU marks a new step in inspiring the next generation of public relations practitioners in Sri Lanka through enhanced education, and links back to our focus for 2025 and beyond. Our industry needs professionals who are well-versed in both theory and practice. By working closely with the University of Kelaniya, we can help students gain valuable industry exposure and be ready to make meaningful contributions in the field.”
Echoing this sentiment, Ashan Jayatilaka, Secretary of PRASL, stated, “The future of public relations and corporate communications in Sri Lanka depends on a well-trained, ethical, and innovative workforce. Our goal is to shape the next generation of professionals by equipping them with the tools, critical skills, knowledge, and confidence they need to succeed in this industry, ultimately helping them secure meaningful employment in future-ready, strategic roles.”
The Department of Mass Communication at the University of Kelaniya holds the distinction of being the sole academic body in Sri Lanka offering a Bachelor of Arts degree in Public Relations and Media Management. This partnership further solidifies its role in shaping the nation’s future PR professionals and underscores its commitment to academic excellence and industry relevance.
The MoU will be in effect for three years, with opportunities for extension through mutual agreement. As the PR industry continues to evolve, the partnership is meant to nurture a dynamic and skilled workforce, ready to uphold professional excellence in Sri Lanka’s communications landscape.
For membership inquiries, please contact info@prasl.lk, or visit www.prasl.lk/membership/ to apply today.
