• Ethics within PR: with a particular focus on educating and supporting junior executives;
• Evaluation: highlighting effective alternatives to AVEs and looking at helping non-PR professionals understand how to evaluate PR;
• Profitable partnerships: providing practical advice on how to ensure effective, mutually beneficial relationships between clients and agencies.
The council has appointed three of what it calls action groups to work on these topics.
The ethics and evaluation action groups will produce white papers, while the profitable partnerships action group will develop a practical guide. All three groups will report in June.
PR Council chairman Elisabeth Lewis-Jones said: ‘The reports will provide not only latest industry thinking but practical advice and guidance. The PRCA Council is made up of in-house and consultancy leaders and operates as a think tank for the industry, it is therefore ideally placed to debate these areas of concern and to offer practical guidance for all.’
The move comes after the PRCA and PRWeek launched a campaign to end unpaid internships in the industry. The body has also asked all its members to pay interns the National Minimum Wage.