PR Council sets out strategic direction

London, 29 November 2011 – The PRCA’s PR Council has announced that during 2012 it will address three key issues facing the PR industry.  The PR Council will examine:

•    ethics within PR: with a particular focus on educating and supporting junior executives;
•    evaluation: highlighting effective alternatives to AVEs and looking at helping non PR professionals understand how to evaluate PR;  and
•    ‘profitable partnerships’: providing practical advice on how to ensure effective, mutually beneficial relationships between clients and agencies.

The Council has appointed three ‘Action Groups’ to work on the topics. Both the Ethics and Evaluation action Groups will produce White Papers, while the Profitable Partnerships Action Group will develop a practical guide. All three groups will report in June.

Chairman of the PR Council, Elisabeth Lewis-Jones, said “In the fast moving environment we operate in, the PRCA Council was keen to tackle issues that constantly challenge consultancies as well as in house teams. The reports will provide not only latest industry thinking but practical advice and guidance.

“The PRCA Council is made up of in-house and consultancy leaders and operates as a think tank for the industry, it is therefore ideally placed to debate these areas of concern and to offer practical guidance for all.”

Francis Ingham, Chief Executive of the PRCA, commented “Although ethics, evaluation and profitable partnerships are often debated the Council felt that they needed a fresh, robust approach in order to provide guidance relevant to the issues both consultancies and in-house teams face today.

“The combination of Lis’ leadership together with the vast experience and combined intellectual capability and energy of the Council will ensure that the reports produced will help to significantly strengthen our industry.”

The PR Council was established as a formal mechanism for PR’s most senior practitioners to network, discuss issues facing the industry and to inform the future direction of the PRCA.


                                                                               -ENDS-



Notes to Editors

A list of the PR Council is available here

For media enquiries please contact PRCA Communications Director Richard Ellis on 020 7233 6026


About the PRCA

Who we are: Founded in 1969, the PRCA is the professional body that represents UK PR consultancies, in-house communications teams, PR freelancers and individuals.  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 250 agency members from around the world, including the majority of the top 100 UK consultancies. We also represent over 70 in-house communications teams from multinationals, UK charities and leading UK public sector organisations.

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