Professional Charter and Codes of Conduct
PRCA Designatory Letters
The mark of professionalism, highlighting commitment to industry standards.
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This is the Client Consultancy Partnership Charter
The PRCA believes that the best client/consultancy relationships are true partnerships, where both deliver against key commitments in order to achieve common goals, and where each partner understands and respects the commercial and operational imperatives of the other.
This 10 Point Charter is intended to help client organizations and their public relations consultancies work together as effectively and as productively as possible. This will help ensure that consultancies are able to deliver their very best work to clients within agreed budgets and that clients get the value and return on investment they need and expect.
It is in no way intended to replace existing contractual arrangements between clients and their consultancies. Rather, it hopes to add some key principles which can make the relationship more effective, improve results, and increase return on investment.
We recommend that this is used as an appendix to your client contracts and as a point for discussion when onboarding new clients. This charter has been produced from feedback from PR and communications practitioners and is of real value to our members. Agencies can push that this is another element of being a PRCA member that can be positioned as a benefit to a client. PRCA members work to global standards and working with an agency that follows this charter will demonstrate quality standards.
Although we are the client, and are purchasing services from the consultancy, we believe that working together in partnership can foster a rewarding and mutually respectful relationship which will help both parties deliver their business goals.
We will agree a clear two-way working processes for key program elements (e.g. sign-off; reporting; progress meetings; reviews) and stick to them.
We will ensure that mutually agreed, clearly articulated expectations are set and agreed at the start of the relationship and reviewed on at least an annual basis.
We appreciate that the quality of a consultancy’s output will be in direct correlation to the quality of our input so we will always aim to commit time for briefings and updates. We will treat the individual members of the consultancy team with the same respect and integrity that we would show to our own employees.
Although we understand that the client is the purchaser of our services, we believe that working together in partnership can foster a rewarding and mutually respectful relationship which will help both parties meet their business goals.
We will always aim to deliver consistently high results for the client, sharing learnings from across our wider business wherever relevant.
We appreciate the importance of working flexibly within the terms of our contract and aim to have systems and processes that meet the client’s current and potential needs.
We will aim to ensure continuity in our account team in order to build shared expertise and stable points of contact.
We will be cognizant of the priorities and culture of the client organization so that our account team delivers seamlessly and without disruption.
We will commit time to understanding our clients’ brands, audiences, and products so that we are mindful of the brand stretch and limitations and always suggest client appropriate ideas