NEW YORK—The board of directors of the nonprofit PRSA Foundation has approved a new mission statement that will focus the organization on recruiting students from diverse backgrounds and helping them develop the knowledge, skills and abilities necessary for successful careers in public relations.

“The PRSA Foundation fuels the passion, dreams and futures of a diverse range of ambitious and promising students by supporting programs that attract them to public relations and develop their capacity to bring the public relations perspective to the organizations they serve and to society,” says the new mission statement.

The new mission statement is part of a comprehensive strategic planning process aimed at broadening the Foundation’s impact, visibility and support within the industry. The plan is being developed by the board, with the input of more than 40 leaders from within the profession.

According to Foundation president Gail Rymer, “We not only want to attract talented individuals from all backgrounds and walks of life to this wonderful career, but also to ensure that they have the tools and support necessary for long-term success.”