PRSA-LA Q&A: Leading with Purpose – AAPI Heritage Month Spotlight on PRSA CEO Matthew Marcial

In celebration of AAPI Heritage Month, PRSA-LA is proud to spotlight a leader whose journey reflects the power of representation, resilience, and purpose in public relations.

Matthew Marcial, CAE, CMP, began his role as Chief Executive Officer of the Public Relations Society of America (PRSA) on March 3, 2025, bringing more than 20 years of association leadership experience. As a proud Filipino American, Matthew’s appointment marks a meaningful milestone for both PRSA and the broader communications industry.

In this Q&A, conducted by PRSA-LA, we spoke with Matthew about his personal journey, cultural identity, and the importance of inclusive leadership during this pivotal moment in our profession.

Q&A with Matthew Marcial, CAE, CMP

Chief Executive Officer, PRSA

1. You officially began your role as CEO of PRSA earlier this year. Can you share what this milestone means to you personally and professionally—especially as a Filipino American in a senior leadership role within the communications industry?

I consider it an incredible honor to have been appointed CEO of PRSA. Our society has a rich 80-year history of serving communications professionals and we’re at a pivotal time to evolve our organization to not only serve our members’ future needs, but also to ensure our long-term sustainability so that we’re around for the next 80 years. I was particularly drawn to this role because of the opportunity to lead exciting initiatives in our new strategic plan that will be transformational. Prior to officially starting in my role, Board Chair, Ray Day released a statement reaffirming PRSA’s commitment to DE&I and this made me proud to know that I was joining an organization that is unwavering in its core values during an uncertain time where other organizations are doing just the opposite.

2. Tell us a bit about your career path. What inspired you to pursue a career in association leadership, and how did those early experiences shape your perspective as a leader today?

I began my career in the hospitality industry and that’s where I really gained my passion for working with people and leading with empathy. When I completed my MBA, the opportunity presented itself to join a national association to lead their meetings and events team. From that point on I was bit by the association bug and my eyes were open to all the opportunities that association management presented. Throughout my association journey, I’ve embraced the opportunity to learn, lead and collaborate with as many different business areas as possible. As I’ve progressed in my career, one of the most valuable lessons I’ve learned is that as you grow in your career, clear consistent communication and developing strong relationships becomes more and more important than the technical aspects of your role.

3. As we celebrate AAPI Heritage Month, how has your cultural background influenced your leadership style or the values you bring to your work?

I consider my cultural background to be a gift that’s allowed me to more easily connect and better understand people who come from different backgrounds and experiences than myself. Despite personal beliefs and differences, I believe that having mutual respect and professionalism are always important in leading and working with colleagues and stakeholders. When we are open to understanding different perspectives and motivations we can often have more productive dialogue and collaboration.

4. What does representation mean to you in the context of executive leadership? And how do you think PRSA—and the broader industry—can continue advancing diversity, equity, inclusion, and belonging?

I find that representation highlights that executive leaders are not one size fits all and that there is not one perfect professional background, leadership style or physical characteristic that makes a great leader. The responsibilities that come along with an executive title are a privilege, but leadership can be represented and fostered within anyone. We can continue to advance diversity, equity, inclusion, and belonging by creating actionable solutions and resources for our community and never giving up on this important work that may seem impossible to tackle. Just like in our everyday work, I believe we need to continue to measure, evaluate and assess what is and isn’t working in our efforts and be nimble to adjust those things as needed.

5. What advice would you give to emerging AAPI professionals (or anyone from underrepresented backgrounds) who aspire to one day lead organizations or drive meaningful change in their fields?

Never stop learning and continue to push yourself to do more, which oftentimes means stepping out of your comfort zone. Don’t limit your ambitions, goals and dreams to what others think is possible for yourself. And finally, when faced with adversity, take it in stride and learn from those challenges that you experienced so that you can continue to grow and become a better leader.

A Moment of Community at Counselors Academy

Matthew recently connected with members of the AAPI PR community during the 2025 PRSA Counselors Academy Conference. In this photo, he’s pictured with PRSA-LA Treasurer John McCartney, APR, and Kristelle Siarza Moon, APR, Chair of this year’s Counselors Academy Conference—both proud Filipino and Filipina Americans making an impact through their leadership and service.

Their connection is a meaningful reflection of this year’s AAPI Heritage Month theme: lifting up voices, sharing stories, and showing what’s possible.