EDITORIAL: Don't be shy to embrace standards

On the face of it, the PRCA's consultancy management standard seems to have been a fairly painless exercise: all of the PRCA members who entered have now passed. Of course, we will never know if those that declined to enter, would have also passed muster. Their decision to exempt themselves on 'policy grounds' ensured that they wouldn't come in for this kind of scrutiny.

On the face of it, the PRCA's consultancy management standard seems to have been a fairly painless exercise: all of the PRCA members who entered have now passed. Of course, we will never know if those that declined to enter, would have also passed muster. Their decision to exempt themselves on 'policy grounds' ensured that they wouldn't come in for this kind of scrutiny.

The argument against the CMS mainly hinged on an antipathy for bureaucracy, a suspicion that the standard's emphasis on administration would somehow stifle the creative soul of the industry. So it comes as no great surprise that of those that failed the CMS the first time round (and since passed), the majority fell at the hurdle of internal records, contracts and dealing with problems and complaints.

There are those that argue that public relations is a science rather than an art. This will remain pure rhetoric until the industry recognises that effective business management isn't anathema in a creative industry.

It is the facilitator that creates the space for innovation, and most clients garner enormous confidence from being advised by a well-run business.





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