PRCA seeks member input ahead of new Client-Consultancy Charter

The Public Relations and Communications Association (PRCA) has announced plans to launch a new Global Client-Consultancy Charter outlining best practice principles to strengthen the relationship between consultants and clients.

The project – led by PRCA Council Chair Rob Colmer – follows widespread concern around declining standards in the client-consultant relationship. According to recent PRCA research, 30% of agency leaders say the pitching process is ‘out of hand’, and a further 60% believe there was insufficient protection around intellectual property during pitching. 

The first version of the Charter was created ten years ago to help PR consultancies and client organisations work effectively together and avoid the pitfalls of business relationships. The new Global Client Consultancy Charter aims to provide an internationally-recognised standard of excellence for both clients and consultants.
PRCA member are invited to submit their views on the new Charter here.
The survey will close on 4th April, 23:59 BST.
Member views will be reviewed by Council members, as well as a broad representative group of PRCA members comprised of clients and consultants. It is expected that the PRCA Board will approve the new Charter in the summer.
PRCA PR and Communications Council Chair Rob Colmer CMPRCA said:
“Positive relationships between agencies and clients are essential. We are inviting the broadest possible range of views in this consultation so that we can deliver an improved Charter which takes account of today’s business practices, the use of new technology and communication channels as well as addressing concerns across the industry, such as protection of intellectual property. 

“For anyone who has experienced a challenging client-consultant relationship, now is your time to feed in your thoughts and recommendations so the PRCA can continue to improve standards and best practices across the industry.”  

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