The organisation will ask firms to submit their ideas at a meeting in the autumn, with the winning programme provided pro bono.
Although still in planning stages, it is expected that the proposals will be judged by members of the APPC and the PA groups within the PRCA and CIPR.
ECPA deputy chairman Michael Burrell said it was ‘important that the industry promotes and defends itself’. Burrell said ‘it is a close to insuperable challenge to actually promote positive news stories about what [the PA industry] does’.
But, he added, when the media do unearth negative stories about the PA industry, its representative bodies could use them to try and ‘seize the opportunity to talk about how we operate’.