PRCA announces new action on Evaluation

London, 18 November 2010 - Speaking at yesterday's AMEC-PRSA evaluation summit, PRCA Chairman and Hill & Knowlton EMEA CEO Sally Costerton announced the PRCA's plan to put evaluation at the heart of consultancy and in-house best practice.
 
Endorsing the AMEC-PRSA new evaluation framework, Costerton revealed that the PRCA will embed evaluation within its own Awards, and within Consultancy Management Standard -the global mark of PR professionalism, created by the PRCA, and adopted in more than a dozen countries around the world.
 
Costerton said: “The PRCA is committed to putting effective measurement at the heart of public relations.  We strongly support the detailed metrics presented which extend  the Barcelona principles.  As evidence of our commitment, we will take two specific actions - first, we will create a specialist evaluation CMS module as a way of allowing consultancies and in house departments to demonstrate their commitment to robust and relevant evaluation techniques.  Independently audited, we hope this will provide an industry gold standard. Secondly, from 2011 onwards, we will include a mandatory evaluation section on our awards entry form, literally embedding evaluation at the heart of the best work in the industry.”
 
PRCA Chief Executive Francis Ingham added: "The failure of PR evaluation over so many years has been the fact that while we all recognise its absolute centrality to our industry's future, we have not been prepared to translate that belief into action; to embed it in our own operations, and to work together to agree common metrics.
 
By working with AMEC and the PRSA, we have now established common ground. By embedding evaluation into CMS and into our awards programme, we will put effective evaluation at the heart of our members' activity.
 
We would urge other professional bodies and awards programmes to do the same. Words alone are not enough to take the evaluation agenda forward -action is required too."

About the PRCA

For further information, please contact Richard Ellis or Reda Haq on 020 7233 6026 | richard.ellis@prca.org.uk / reda.haq@prca.org.uk

Who we are:
Founded in 1969, the PRCA is the professional body that represents UK PR consultancies, in-house communications teams and PR freelancers.  The PRCA promotes all aspects of public relations and internal communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do:
The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference:
All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry's behalf e.g. fighting the NLA's digital licence.

Who we represent:
The PRCA represents many of the major consultancies in the UK, and currently has more than 200 agency members from around the world including the majority of the top 100 UK consultancies. Having launched in-house membership last year it also represents over 50 in-house teams including many of Europe's leading corporations and UK public sector organisations.

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