Best practice guides

Our range of best practice guides will help you get the most out of working with your PR agency: 

Finding an agency                                Communication strategy                                  Agency remuneration
A best practice guide to                       A best practice guide to developing                 A best practice guide on 
agency search and selection             communication campaigns                              to pay agencies 

 Finding An Agency - Summary        communication strategy Communication strategy                            agency renumeration Agency remuneration

finding an agency - full guidelines Finding an agency - full guidelines

The client brief                                      Judging creative ideas
A best practice guide to briefing         A best practice guide to assessing
communications agencies                 agency creativity

the client brief The Client Brief                               judging creative ideas Judging creative ideas

Looking for top PR firms?

Our ‘Find a PR Agency' service makes the process faster, simpler and hassle free.

q&a: find a pr agency  Q&A: Find a PR Agency

What's different about PRCA members?

Read about the PRCA's Standards  that all our member agencies have to attain.

This guide, in four sections will help you choose the most appropriate agency for your brief.

Section 1 - Introduction

  • Overview
  • Forward
  • Agency Models for Success - Single consultancy, Lead agency/mixed network, Global network

prca guide to selecting an international pr consultancy (sect 1) PRCA Guide to selecting an International PR Consultancy (sect 1)

Section 2 - Sector Considerations
    content to come

Section 3 - Regional considerations
    content to come

Seciton 4 - Agency Selection
    content to come

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The PRCA works with a number of legal companies to keep you informed about issues that affect the industry. Please click on the links below for further information.

The implications of social networking sites
Social networking sites have brought a host of new opportunities for PROs and their clients. Facebook claims to have 8.5 million users. Bebo boasts 10 million. Their potential seems limitless. As users get caught up in the rush of possibilities, the legal problems are being stored up, literally.  (Carter-Ruck, June 2008).   social networking sites Social Networking Sites

Privacy in Public
The emerging law of privacy has taken a useful new turn for PROs engaged in protecting the private lives of their clients. The courts' recognition that everyone has a reasonable expectation of privacy has become a valuable weapon in protecting the reputation of clients. (Carter-Ruck, June 2008).    privacy in publicPrivacy in Public

Freedom of Information Act
The Freedom of Information Act gives rights to individuals and companies to access information held by public authorities.  Members of the PRCA have become aware of public sector clients receiving requests for information under the Act, in some instances relating to advice that those members have given.  This guidance explains when requests can be made under the Act, the circumstances in which the public authority can refuse to disclose information and gives practical guidance on the approaches available to agencies both in anticipation of possible requests and after a request is made. (September 2007).   responding to foia requests Responding To FOIA Requests

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Fee Income
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  • This field should only be completed by the individual with responsibility for your company's PRCA membership.
  • NB - Once you check the box to the left of this field and click update this figure is fixed for the entire year.
  • Fee income is defined as fees or income arising from time spent on carrying out public relations consultancy work plus any mark up and any handling charges or profits made on disbursement or expenses.
  • This figure
    1. will be used to calculate your membership subscription fee for 2009
    2. will be published on the PRCA website and in the yearbook.
  • This figure must include the fees from any subsidiary companies but not associated companies (see below).
  • If you are bound by Sarbanes-Oxley please select that accordingly, we will contact you individually about your fee income.
Holders of public office
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  • Please list any employees who hold any public office including members of House of Parliament, members of local authorities or of any statutory organisations or bodies who are full- or part part-time directors, partners, staff, special advisers or consultants retained by the consultancy
Subsidiary companies
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  • These companies are entitled to the same benefits as other PRCA members, they must abide by the PRCA Professional Charter and Codes of Conduct and their fee income must be included in the fee income field above.
Associated companies
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  • These companies are not included in your membership and as such do not benefit from PRCA member benefits. These companies are not covered by the PRCA professional charter.
Current clients
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The clients listed in this section are those which retain a consultancy on a continuing basis to deal with their public relations either in a specialised area or as a whole. One asterisk (*) against a client's name indicates that the consultancy has been retained by that client for three years; two asterisks (**) indicate that it has been retained for at least five years. Clients served on an ad-hoc basis are listed separately.

Adhoc clients
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Clients for whom you have undertaken work in the last twelve months on a project rather than a retained basis

Conflict of interest clients
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NB This will not appear as a separate list in the yearbook.