PRCA standard proving hard to meet

Some 65 per cent of PRCA members have yet to demonstrate they meet its new requirements for membership, which were introduced early last year.

Some 65 per cent of PRCA members have yet to demonstrate they meet

its new requirements for membership, which were introduced early last

year.



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

minimum targets.



Any agencies which have not met the standard by 31 December, 2000 will

be expelled. The assessment process takes approximately three

months.



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

after assessment.



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

non-PRCA members.’



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.



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