From limitation to transformation: how PRII revitalised its image with a modern membership platform
Case study snapshot
When an outdated website and a lack of a CRM threatened both operational efficiency and service delivery, the Public Relations Institute of Ireland (PRII) partnered with ReadyMembership to modernise its digital infrastructure. The result: streamlined workflows, a transformed member experience, and a platform that reflects PRII’s high standards and enhances the reputation of the PR profession.
Key Results
Open the panel below to see PRII's winning results 12 months after launch:
About PRII
The Public Relations Institute of Ireland (PRII) is the professional body for communications and public affairs professionals in Ireland. Its mission is to promote the profession through qualifications, thought leadership, events, and advocacy.
Though nationally significant in profile, PRII operates with a core team of five, with no dedicated digital or IT specialists. They support a diverse membership—ranging from major public sector organisations to those working in consultancies—while delivering a high-touch, relationship-driven service.
The challenge
By the time we changed, the website was 10 years old. It was held together with gaffer tape and prayer.
By 2023, PRII’s digital infrastructure was a decade old and increasingly unfit for purpose. The platform lacked basic modern functionality. There was no CRM; member data was maintained in Excel spreadsheets. Members had access to limited self-service, and storing and finding resources was often time-consuming. The Institute was also giving IP away, as there was no way of ensuring that content was member-only. Beyond usability, the platform posed reputational risks.
“It wasn’t just bad—it looked bad for our sector. We’re in the business of communications. We have to lead with example and best practice.” — Dr Martina Byrne, CEO, PRII
The COVID-19 pandemic accelerated digital expectations. Members now wanted to attend or rewatch events online, access materials on demand, and manage their relationship with PRII via a personalised digital interface. These expectations simply couldn’t be met with the old website.
The ReadyMembership approach
PRII partnered with ReadyMembership to deliver a unified platform that could integrate all core services—from membership and events to communications, CPD and learning. Early discovery revealed how complex PRII’s needs were, given its multi-faceted role."We’re part college, part shop, part event organiser. That had to be reflected in the build.” — Dr Martina Byrne, CEO, PRII
To support PRII’s year-round diploma, a custom workflow was developed within ReadyMembership. The programme includes continuous assessment and end-of-year exams. A full learning management system wasn’t required as the new platform allows them to deliver and manage academic content effectively, without additional software. Alongside academic needs, the new platform addressed critical organisational requirements:
There will be tough discussions, long and stressful discussions... It’s really important you have the trust and chemistry to work together through those times.
Collaboration and communication were key to ensuring the transformation was a success. The team was able to have open, productive discussions thanks to good chemistry and trust. One learning curve was ensuring that the correct language was used consistently across forms and templates, maintaining a professional tone of voice.
CEO Martina Byrne reflects that Discovery is a two-way process and that they could have asked more questions to understand how their new platform would impact them. She also believes that budgeting for the unknown and securing upfront board-level approval for flexibility is essential to avoid delays later in the process. Discovery is a two way, active process between supplier and buyer and transformation is transformative both for the membership executive team and the members.
We don’t use the word ‘transformation’ lightly. But that’s what it was. It wasn’t just a tech project - it redefined how we operate and how we’re perceived.”
Results and impact
The new PRII platform was well received by members:
Internally, the impact was equally transformative.
We absorbed that things would be different for our members. We didn’t realise our own jobs would change forever. How we work, how we think—it’s all different now.
Staff now have greater control over content, communications and workflows. What once required manual effort across disconnected systems is now managed centrally, enabling the team to focus on strategy, quality and community.
The Future
PRII is preparing to launch online Groups to support topic-based member communities, offering new ways to network and share knowledge in a hybrid world. Further developments include the use of metrics and AI to provide deeper insight into member needs and behaviour. These innovations are designed to ensure that PRII’s digital platform continues to evolve with its community and the wider communications profession.
We don’t use the word ‘transformation’ lightly. But that’s what it was. It wasn’t just a tech project—it redefined how we operate and how we’re perceived.
PRII’s transformation shows how digital systems can do more than automate processes—they can elevate professional standards and restore sector credibility.