PRCA Welcomes Tee Recommendations

London, 18 March 2011 - The PRCA today gave an enthusiastic welcome to the conclusions of Matt Tee, Permanent Secretary for Government Communications, regarding the future of Government communications and the COI.
 
In particular, it agreed that:
  • media consumption is fundamentally different to when the COI was founded in 1965, but that the COI has failed to evolve accordingly  
  • accordingly there is a need for fundamental reform, and the end of the COI identity
  • the current media mix “is skewed towards higher cost, less targeted channels”; and that the “default position should be to use low cost channels such as digital and PR”
  • while partnerships can help deliver value for money, the US Ad Council model is flawed.
  • the report endorses the principle of payment by results, but notes that proper incentives need to be in place for media agencies, and that sensible measurement and evaluation techniques need to be in place in order to avoid perverse incentives.
  • that government communication needs to reflect government priorities.

Francis Ingham, PRCA Chief Executive commented:

"We are very enthusiastic indeed about Matt Tee's conclusions.
 
"Two months ago, our submission to the Cabinet Office called for fundamental change. This report will certainly deliver such change.
 
"The GCC needs to be built in a manner that allows it to deliver the Government's priorities. It needs to be slimmer, less bureaucratic, and more business-savvy.
 
"For too long, the COI has been run by ad-men addicted to the big, vanity ad campaign, almost regardless of its impact. That needs to change. The report's endorsement of a move away from the big spend ad ethos of the past and towards a PR and digital future needs to be reflected in the leadership of the GCC. We need a private sector-respected PR professional at the head of the GCC if it is to deliver the shift the Government wants and needs."

- ENDS -

About the PRCA:
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 230 agency members from around the world including the majority of the top 100 UK consultancies. We also represent around 60 in-house communications teams from multinationals, UK charities and leading UK public sector organisations.
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