PRCA announces ambitious policy agenda
PRESS RELEASE
London, 8 July - The PRCA has announced an ambitious policy agenda, that will consolidate the reputation of PR and communications as a core discipline that sits alongside finance and human resources within organisations.
The 2010/11 policy agenda will cover six areas:
The agenda has been set in collaboration with the professional body's Best Practice Committee, who will oversee the delivery of a series of reports.
Alison Clarke, chairman of the PRCA Best Practice Committee, said “The PR industry has always been entrepreneurial and highly innovative. These areas not only provide the greatest opportunities for us to raise the standards in PR and its contribution to organisations, but also address issues that risk slowing the growing recognition of the value of communications. While our members have given us the remit to drive these issues, these policy reports will benefit the whole industry and we look forward to working with those outside the PRCA, as well as our members, to ensure they are fully representative of the industry.”
Evaluation guidelines
The PR industry has for too long taken the lead from advertising agencies and as a result uses evaluation techniques which do not reflect the value that communications adds to organisations. The PRCA will work to develop metrics that are based around outcomes not outputs and influence rather than volume. The metrics will cover online, print and broadcast PR.
Access and opportunity
Creativity and innovation are key to our industry's growth and continued success. A wider pool of talent will drive new approaches, avoid staff shortages in the future and open new markets. We must construct a business case for improved diversity and at the same time provide organisations with the tools to act on that case.
Procurement
As PR budgets increase, so too does the need to be transparent in the procurement of consultancy services. The PR industry must work with procurement, ensuring that they understand PR is not a commodity and that driving down costs is often not the best way for their organisation to get value for money. Similarly we need to teach PR people how to talk the language of procurement enabling us to argue our case more effectively.
Digital and social media
Much has been written about the impact user-generated content and social media has had on our industry, however technology has moved faster than our understanding of its implications. The PRCA will establish a practical set of guidelines, supported by first class training that will provide communications professionals with the guidance and tools they need online as well as offline.
The census of the PR industry
It is our job as a professional body to provide the PR sector with industry analysis that demonstrates the contribution of PR to society and provide our members with trends that will help organisations to plan. The census combined with our benchmarking and barometer will provide the most complete picture of the industry that there is, enabling the PR industry to better communicate its contribution to the UK economy.
A history of PR consultancy
The financial and social contribution of PR consultancy to the UK has grown tremendously over the last 40 years. It is important that we plot the industry's evolution to understand the progress we are making and to ensure our next steps are informed.
- ENDS -
NOTES TO EDITORS
RESPONSES FROM PRCA MEMBERS
Paul Keirnan, chairman of PRCA Health - “Healthcare clients are increasingly turning to PR for a real and demonstrable return on their marketing investment. It's vital, therefore that the PRCA leads the way in standards, measurement and stakeholder engagement to ensure that all clients can show a difference to their bottom line. This policy agenda is arguably the most ambitious of any trade group and rightfully so.”
Anne Kendall, managing director of Cirkle - "This new policy agenda is great news for the industry and will play a signifcant role in raising the importance and profile of the PR industry and create a more cohesive and professional approach for PR professionals. I am encouraged in particular by the work on evaluation guidelines focused on outcomes, something that we have long been promoting with clients, that will help to give PR the real credit it deserves by demonstrating its ability to impact on commercial objectives."
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 197 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 30 in-house teams including many of Europe's leading corporations and UK public sector organisations.
For more information please contact:
Richard Ellis, PRCA communications director: 020 7233 6026 or richard.ellis@prca.org.uk
The 2010/11 policy agenda will cover six areas:
- Evaluation
- Access and opportunity
- Procurement
- Digital + social media
- A census of the PR industry &
- A 40 year history of PR consultancy
The agenda has been set in collaboration with the professional body's Best Practice Committee, who will oversee the delivery of a series of reports.
Alison Clarke, chairman of the PRCA Best Practice Committee, said “The PR industry has always been entrepreneurial and highly innovative. These areas not only provide the greatest opportunities for us to raise the standards in PR and its contribution to organisations, but also address issues that risk slowing the growing recognition of the value of communications. While our members have given us the remit to drive these issues, these policy reports will benefit the whole industry and we look forward to working with those outside the PRCA, as well as our members, to ensure they are fully representative of the industry.”
Evaluation guidelines
The PR industry has for too long taken the lead from advertising agencies and as a result uses evaluation techniques which do not reflect the value that communications adds to organisations. The PRCA will work to develop metrics that are based around outcomes not outputs and influence rather than volume. The metrics will cover online, print and broadcast PR.
Access and opportunity
Creativity and innovation are key to our industry's growth and continued success. A wider pool of talent will drive new approaches, avoid staff shortages in the future and open new markets. We must construct a business case for improved diversity and at the same time provide organisations with the tools to act on that case.
Procurement
As PR budgets increase, so too does the need to be transparent in the procurement of consultancy services. The PR industry must work with procurement, ensuring that they understand PR is not a commodity and that driving down costs is often not the best way for their organisation to get value for money. Similarly we need to teach PR people how to talk the language of procurement enabling us to argue our case more effectively.
Digital and social media
Much has been written about the impact user-generated content and social media has had on our industry, however technology has moved faster than our understanding of its implications. The PRCA will establish a practical set of guidelines, supported by first class training that will provide communications professionals with the guidance and tools they need online as well as offline.
The census of the PR industry
It is our job as a professional body to provide the PR sector with industry analysis that demonstrates the contribution of PR to society and provide our members with trends that will help organisations to plan. The census combined with our benchmarking and barometer will provide the most complete picture of the industry that there is, enabling the PR industry to better communicate its contribution to the UK economy.
A history of PR consultancy
The financial and social contribution of PR consultancy to the UK has grown tremendously over the last 40 years. It is important that we plot the industry's evolution to understand the progress we are making and to ensure our next steps are informed.
- ENDS -
NOTES TO EDITORS
RESPONSES FROM PRCA MEMBERS
Paul Keirnan, chairman of PRCA Health - “Healthcare clients are increasingly turning to PR for a real and demonstrable return on their marketing investment. It's vital, therefore that the PRCA leads the way in standards, measurement and stakeholder engagement to ensure that all clients can show a difference to their bottom line. This policy agenda is arguably the most ambitious of any trade group and rightfully so.”
Anne Kendall, managing director of Cirkle - "This new policy agenda is great news for the industry and will play a signifcant role in raising the importance and profile of the PR industry and create a more cohesive and professional approach for PR professionals. I am encouraged in particular by the work on evaluation guidelines focused on outcomes, something that we have long been promoting with clients, that will help to give PR the real credit it deserves by demonstrating its ability to impact on commercial objectives."
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 197 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 30 in-house teams including many of Europe's leading corporations and UK public sector organisations.
For more information please contact:
Richard Ellis, PRCA communications director: 020 7233 6026 or richard.ellis@prca.org.uk
