PA Media today revives its traditional name and becomes the Press Association once again.
The branding builds on the business’s 158-year heritage as a UK and Ireland national news agency by looking to the future, combining journalistic integrity and editorial expertise with new products, services and technology, announced the Press Association.
The Press Association says it plays a significant but often unsung role in shaping the stories and the information audiences see every day. A PA byline on news content – words, photos, videos, graphics, and data – is recognised as a guarantee of verified accuracy. This is only possible because of continued investment in both the reporters out in the field gathering primary source material, and the technology to distribute this efficiently.
The rebrand comes at a time when trust in news has never been more important, the Press Association continued. As the media industry navigates change, the Press Association is increasingly relied upon for its trusted, independent content.
At the same time as the organisation launches its new/old name, the Press Association Academy is relocating to a new office in Stratford, London. The space is a commitment to developing the next generation of journalists on behalf of the industry and reflects the Press Association’s belief that fast, fair and accurate news reporting will continue.
The revival of the traditional name is part of a wider brand refresh that sees the umbrella PA Media Group become The PA. The PA brings together the rebranded Press Association and the organisation's wider portfolio of businesses under a unified purpose, providing its customers with trusted expertise across news, sport, content and communications.
The PA’s wider portfolio of businesses includes Alamy, Podium, StreamAMG and Hydrogen.
Over the coming months, the PR and marketing elements of The PA will become more closely aligned, bringing together services and relaunching as Hydrogen, under one unified communications division. This will also include a new creative and distribution agency that will benefit from greater access to the Press Association news platform.
Emily Shelley, CEO, The PA, says: “This feels like the right moment to return to our roots, because they’ve never been more important. In an age where audiences are struggling to trust what they see and hear, and algorithms promote speculation and opinion over fact, we are bringing back a mark of quality, independence and verification – our name.
“The Press Association has quietly continued to do what it has always done, gather news and information quickly and accurately, and distribute this to all spectrums of the media, business and the public sector, with integrity and care. Reasserting our name is about reasserting the vital role of the press, and we are proud to do so on behalf of our customers, our shareholders, and the public.”
Jack Lefley, editor-in-chief, Press Association, says: “Throughout the Press Association’s long history its name has been a byword for trusted journalism. Returning to it signals that the agency’s founding principles of accuracy, impartiality, verification and speed are also at the heart of its future.
“Our journalists will continue to be wherever news breaks to deliver original content which cuts through the noise, underpins the media ecosystem and informs the public about the stories that matter. At the same time we will innovate across our products and platforms to help customers reach and engage their audiences in new ways.”
The launch includes an updated Press Association website, alongside a new online destination for The PA and its businesses.
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