The new PRCA consultancy management standards introduced this week
are bound to ruffle a few feathers among some members. Despite being
substantially diluted from the original proposals, the scheme will make
qualifying for and renewing PRCA membership a far more exacting
The toughness of the criteria may put off some current non-members from
applying for membership. This is exactly what was intended. In fact, it
would be very good news for the PRCA if a couple of existing members
failed the test.
Apart from the general good intention to raise standards, the point of
the scheme is to make membership of the PRCA a reliable symbol of
quality to clients. To do that, it has to be tough to join - and the
failure of some to make the grade would make that point admirably.