Public relations is the latest area to benefit from the merger of the Royal Australian and New Zealand College of Public and International Affairs and the Royal College of Surgeons of Australia.
The move is expected to save about $500 million over the next four years.
The College of Royal Surgeons and the RPSA, both based in Melbourne, already operate independently of the RACPA.
The RACAPA is a separate organisation which provides strategic advice to the Australian public and private sector.
Both organisations have been criticised for some of their public relations strategies, but are now expected to benefit the public and provide new ways for the public to interact with the RAPA.
The Royal College was also criticised by public health experts for its use of social media.
However, in a report published earlier this year, the RCPAs’ chief executive, Michael Lacey, said the College’s approach to social media was “the best I have seen”.
“Social media is a new frontier for many organisations.
The role of social and public media is to facilitate engagement and engagement is important for any organisation, especially organisations in public health,” Mr Lacey said.
“However, social media is also where organisations can take advantage of the opportunity to promote the work they do.
The new College of RCPA is expected soon to take the reins of the College of New Zealand and will be led by Professor Stephen Lacey.”
The College’s strategic advice, public relations and public relations industry is expected continue to thrive in the new entity.
“It will provide advice to organisations across a wide range of issues including governance, public affairs, policy, advocacy, media and public affairs,” Mr Rafferty said.