Say “Hello!” to the New PRA

By an overwhelming vote of the membership, the US Psychiatric Rehabilitation Association changed its name to the Psychiatric Rehabilitation Association (PRA). The new name and branding was unveiled in June to the 700 members and professionals at the 2013 PRA Annual Conference in Atlanta.

PRA celebrated the new brand and strategic initiatives, receiving positive acknowledgement that the enhanced direction will increase the value of this organization to PRA’s members and supporters.

Why did we change our name and rebrand?

Over the course of the past year, the PRA Board of Directors and staff have been focused on aligning the association with best practices in key areas of mission, brand, structure, programs, and economic growth. The collective goal has been to more effectively leverage PRA as the vehicle through which members and supporters can channel their passion for and belief in the essential role of psychiatric rehabilitation in the behavioral healthcare environment.

As PRA carries out its strategy, PRA will be recognized as the essential organization for people and organizations involved in psychiatric rehabilitation – from practitioner to CEO, academic to government, for profit and nonprofit, with values informed by lived, learned, and multicultural experience. PRA will offer a large number of training and learning opportunities, multiple credentialing tracks, and in-person, as well as virtual engagement opportunities for persons and organizations of differing geography, culture, education, and life experience.

In addition, with the removal of “United States” from the name, the association is no longer limited by geographic barriers. Prime examples of why this was necessary and important are in the articles, “Pioneering Psychiatric Rehabilitation in Pakistan” on page 7 and “My Conversation with Two Accomplished Thought Leaders” on page 8. PRA’s reach and the industry of psych rehab are global, and our name now reflects this approach.