PR Standards

Professional Charter and Codes of Conduct

All members must abide by these codes as well as the PRCA Memorandum and Articles of Association.

PRCA Designatory Letters

The mark of professionalism, highlighting commitment to industry standards.

Client-Consultancy Partnership Charter

To help PR consultancies and clients work effectively together.

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The Risks of AI-Generated Content in PR

Sports Illustrated – which was dragged through a protracted scandal after it was found that its publisher The Arena Group allowed artificial intelligence (AI)-generated content

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.