New Delhi: The Public Relations Consultants Association of India (PRCAI) has introduced a groundbreaking Client-Consultancy Partnership Charter aimed at revolutionizing the PR industry. The charter is designed to enhance collaboration, transparency, and efficiency between clients and agencies.
A Growing Industry with Challenges
The PR industry in India is experiencing significant growth, with a projected 19.6 percent increase in revenue for FY 2022-2023, according to PRCAI SPRINT 2024. Despite this positive outlook, the industry faces hurdles such as budget disparities, unmet expectations, talent shortages, and operational inefficiencies.
Addressing Industry Pain Points
The new charter directly tackles these challenges by providing a comprehensive framework for streamlined operations, improved transparency, ethical conduct, and stronger client-agency partnerships.
Deeptie Sethi, CEO of PRCAI, emphasized the organization’s commitment to innovation and excellence, stating, “The Client-Consultancy Partnership Charter is a testament to our dedication to elevating industry standards. It’s more than just aligning clients and consultancies; it’s about creating a gold standard for the entire industry.”
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Collaborative Effort
Developing the charter was a collaborative endeavor involving 35 industry experts from diverse PR firms and corporate communications backgrounds. These experts collectively contributed over 1,000 years of experience and dedicated 400 hours to crafting the guidelines.
Industry Leaders Weigh In
Neha Mehrotra, national chair for standardization and growth at PRCAI, highlighted the charter’s role in addressing contemporary challenges and fostering a more cohesive industry.
Minari Shah, a PRCAI member and director at Amazon, praised the initiative as a positive step towards professionalizing the industry and improving client-agency relationships.
Seema Siddiqui, former director of communications at Microsoft India, emphasized the importance of AI guidelines within the charter, stating that they are crucial for ethical technology use and building trust with stakeholders.
A Call to Action
PRCAI encourages its members to adopt the new code of conduct guidelines as a framework for enhancing their practices. While not binding regulations, the charter provides valuable guidance for improving the overall PR landscape.
By addressing industry pain points and fostering collaboration, the Client-Consultancy Partnership Charter is poised to drive positive change and elevate the PR industry to new heights.
