Commenting on the BrewDog-Manifest Punk AF disagreement, the PRCA has called for a renewed focus on the pitch process and client-consultancy relationship. Alongside its existing Ideas Bank, Client-Consultancy Partnership Charter, and Client-Consultancy Contract, the PRCA will also be expanding its mediation offering to help clients and consultancies overcome difficulties by offering an independent, evidence-led view.
Francis Ingham MPRCA, Director General, PRCA, said:
“What matters here is that the industry is having a serious, well-intended conversation about intellectual property, creativity, and how we can achieve the very best client-consultancy relationship. It is in everyone’s interest that we recognise the value of creativity in PR and communications while also recognising the sorts of actions that can make practitioners feel undervalued and unrecognised.
“First, the PRCA Ideas Bank offers members the security of a permanent, third-party record of their pitch ahead of sharing it with the client. With creativity as currency, it is only right that members look after their outputs.
“Secondly, the PRCA Client-Consultancy Partnership Charter (coupled with the PRCA Client-Consultancy Contract) is intended to help consultancies and clients work as effectively as possible together, covering everything from transparent reporting through to frank and timely feedback on pitch proposals.
“Finally, the PRCA will be expanding its mediation offering as part of our effort to recognise creative value. We have long-offered mediation as part of the complaints process, but members need to know they can call on us during these sorts of disagreements to offer an independent, evidence-led review of the situation. We are explicitly interested in the right outcome for the PR and communications industry, not the easy outcome.
“Let’s fix the roof while the sun is shining and not wait for things to get worse before they get better.”