LONDON: The International Public Relations Association (IPRA) is to
introduce a marketing drive and spending cuts in a bid to increase its
membership levels and stay financially viable.
Frans Voorhoeve, the newly appointed secretary general of the IPRA, said
that if the organisation did not improve its membership levels in the
next few years it would be facing financial problems.
The association has 69 UK members and 831 world wide. It draws its
members from senior PR practitioners from both consultancy and in-house
roles, with an annual fee of pounds 225.
The IPRA was pulled back from the brink of a financial crisis last year
by an appeal for donations from its members.
Voorhoeve’s voluntary unpaid post has been introduced to cut costs,
replacing the full time post of executive director, which was held by
Graham was appointed in 1996 following the association’s relocation to
London from Geneva.
As part of the drive to raise the profile of the association and attract
more members, the IPRA plans to carry out a survey of current members in
the US to see what they think of its services and role.
The IPRA is also hoping to appoint a marketing professional to a
six-month contract in the US to help market the organisation
The association’s council gathered in London last week for the first
meeting under the new president Zelma Lazarus, who takes over from Roger
Lazarus is general manager of corporate relations for Voltas, the
commercial and industrial products arm of Bombay-based Tata Enterprises.
Tata is India’s largest industrial conglomerate, with its goods and
services representing about 2.6 per cent of India’s gross domestic
Voorhoeve, who sold his agency Van de Meeberg and Voorhoeve to Shandwick
in 1988, is now an independent consultant. One of his major clients is
the Netherlands Foreign Investment Agency.