Some 65 per cent of PRCA members have yet to demonstrate they meet
its new requirements for membership, which were introduced early last
PRCA members are being asked to meet the Consultancy Management
Standard, which assesses their campaign planning and evaluation,
financial accountancy methods and staffing levels and training.
Under the standard, agencies are given performance ratings and must meet
Any agencies which have not met the standard by 31 December, 2000 will
be expelled. The assessment process takes approximately three
PRCA chairman Adrian Wheeler contacted more than 100 PRCA members last
week who have yet to be assessed or have failed to meet the standard
Tom Watson, managing director of Hallmark PR and one of those working to
ensure the standard is adopted, said: ’We are helping all PR agencies
benchmark their work and are aiming to differentiate PRCA members from
The PRCA decided to introduce the new standard on 1 January, 1998.
Before the standard came into full operation, it was piloted
successfully by seven member consultancies and certified by quality
assurance bodies DNV Quality Assurance and Marketing Quality Assurance,
members of the United Kingdon Accreditation Service (UKAS).
UKAS provided guidance on the PRCA’s Self Assesment Questionnaire, which
is a central part of the standard.