The PRCA has passed a raft of tough new quality standards designed to
weed out under-performing members and boost the industry body’s status.
Quentin Bell, who was succeeded as chairman last week by Jackie Elliot,
met with the board last Thursday for the final vote on the standards
which he has spent a year developing.
The PRCA board including Elliot and PRCA director Colin Thompson gave
the go-ahead to a range of new proposals, which include:
* Asking new members to supply evidence of an ability to ‘plan, manage
and evaluate campaigns to client satisfaction’ along with three client
* Ensuring members employ a minimum of five staff and have an income of
pounds 200,000 in order to differentiate between PRCA and IPR members.
* Re-packaging the PRCA’s existing codes of conduct into a professional
indemnity deal, designed to cover the cost of work if a consultancy
* Asking members to donate one per cent of fee income to training.
The list also includes a recommendation that PRCA members join the IPR
and the two bodies form a joint forum to tackle major industry issues.
Bell said the moves were ‘much diluted’ from his original proposals but
that the decision was a major step forward.
He added that the new standards were not about ‘creating a club’ but
‘differentiating members from non-members and making the PRCA mean
‘The issue is that at the moment if you ask clients: ‘Have you heard of
the PRCA?’ they don’t see membership as relevant,’ said Bell.