The PRCA has signed an agreement with the Motor Industry Communicators Association (MICA) to bolster professionals development for communicators working the automotive industry.

The agreement will see the PRCA support the delivery of MICA’s strategic objectives while enabling MICA members to enjoy selected PRCA member benefits. The UK’s automotive industry has a turnover of approximately £78.9 billion and employs 864,000 people (SMMT data for 2019).

MICA aims to offer communications professionals in the automotive industry access to mentoring, training, networking, and events that explore key industry trends with the industry’s leading specialists. Founding members already include communicators from global vehicle manufacturers in the UK and the US as well as from technology suppliers and manufacturers of agricultural and Off-Highway vehicles. 

Richard Gotch MICA Managing Director Richard Gotch commented:

“Every business in the automotive industry is having to change at an unprecedented rate, whether you are a dealer replacing showroom footfall with online engagement, a technology supplier at the cutting edge of engineering development, a garage learning about new technologies or a vehicle manufacturer accelerating the transition to electrification.

“Communications professionals will play an increasingly vital role in this transition, so we need to ensure we thoroughly understand the challenges and opportunities and have the complete skill set needed to help our industry address them.”

MICA, which follows on from the Motor Industry Public Affairs Association (MIPAA) that closed in 2020, will bring communicators, journalists, educators and other industry experts together.

“We are delighted to have the support of the PRCA and to be working closely together towards these important objectives,” added Gotch.