About Us
Registered Consultancies Group
About the Registered Consultancie
s Group (RCG)
Established by the Public Relations Institute of Australia the RCG was formed as a forum for consultancy principals for discussion and interaction, while increasing the understanding of their professionalism among target audiences.
Client benefits: assurance of standards
In much the same way as the PRIA establishes professional standards for individual practitioners, the RCG seeks to impose professional standards on consultancy operation which will be a guide to consultancy principals as well as public relations clients.
Why is this important? Because many "consultancies" offering their services are not necessarily ethical or responsible and this results in a poor reputation for the entire consultancy area. Further, there is a need for consultancies to strive for professional excellence by achieving standards laid down by the PRIA, just as the PRIA seeks to lay down standards for public relations professionals.
While it is possible to undertake this establishment of standards on a consultancy-by-consultancy basis, the task is greater and there can still be challenges made to the professionalism of some consultancies unless there is a common standard.
These established standards become an assurance to clients and prospective clients of the professionalism of consultancies, which have been registered after a review by their peers.
Membership benefits:
There are a range of benefits for RCG members:
- Benchmarking Survey - a copy of the comprehensive annual industry audit, which provides you with all you need to know about the public relations consulting industry in Australia.
- Business and Social Events - regular invites to high-quality events aimed at agency business owners and managers.
- Directory - list your company in the on-line RCG consultancy directory and benefit from the PRIA's recommendation of registered consultancies to business enquiries.
- Establishing standards - the RCG sets professional standards on ethics and operations. These can be used as a guide to consultancy principals as well as an assurance to public relations clients.
- Promotion of professionalism - assuring consultancy clients of reasonable service levels; expectations of a public relations program and quality assurance; dispute resolution between clients and consultancies.
- Promotion - actively represents RCG's viewpoints on particular issues to the Commonwealth and State Governments.
- National Status - RCG representatives sit on the National Board of the PRIA. This allows direct input to the PRIA providing a strong voice for consultancies to advise on industry issues, employment trends and directions.
Membership benefits: promotion of professionalism
Working together, consultancies participating in the PRIA’s Registration scheme can educate clients regarding:
- reasonable service levels
- industry average charge-out rates
- expectations of public relations program
- quality assurance in public relations
Membership benefits: consultancy promotion
Registered Consultancies may involve themselves in joint promotion programs to advise clients and prospective clients of the standards required of Registered Consultancies and the list of Registered Consultancies.
Some State committees utilise the production of a Directory to play a role in this promotion. For instance, a publication, listing all Registered Consultancies together with details of their expertise etc is mailed by some State committees to national corporations and organisations, resulting in a high rate of enquiry regarding new business.
On occasion, the RCG has become active in presenting viewpoints to the Commonwealth Government and to State governments regarding the services they provide and reasons that preference should be given to consultancies that have achieved Registration.
Further promotion has been undertaken through meetings and briefings of major industry associations etc. at Board level, providing advice and counsel to board members and, through them, to members of the organisations regarding ways in which they should view public relations consultancies and the roles they can play. Naturally, the on-line web Directory is promoted to all those attending such activities.
Membership benefits: governments
There have been many occasions when the RCG has met with governments of all descriptions to provide advice, guidance and assistance in the choice of public relations advice.
Indeed, on some occasions, RCGs have been able to win the understanding and support of governments to ensure that preference is provided to Registered Consultancies because their membership provide a public expression of commitment to high professional standards and principles.
Membership benefits: industry communication
The RCG plays a significant role in fostering discussion within the consultancy sector of matters of business and professional importance. The PRIA cannot enter such areas without impairing its position as the representative of individual practitioners.
The RCG's role includes conducting surveys of consultancies, investigating market conditions and creation of committees to review the practices in consultancies. Encouraging RCG principals to meet to discuss issues of common interest is a support to all consultancies, rather than leaving issues of importance to individuals to "sort out as best they can".
Membership benefits: professional education
The RCG assists and encourages the development of consultancy principals in their professionalism as managers as well as public relations leaders. The RCG provides encouragement for management training, sharing of information and knowledge to improve management and the development of higher professional standards.
Some State committees conduct conferences where issues of management or professional importance are discussed and reviewed. Others organise guest speakers to attend key functions during the course of the year, enhancing the knowledge and skill of RCG principals.
Membership benefits: website
The PRIA website helps promote Registered Consultancies, their ethical standards, as well as providing advice and guidance on how to choose a consultancy. The website also provides a forum for discussion about public relations consultancies and an opportunity for clients to interact with the PR Consultancy industry group. Information and advice is readily available through the website to organisations throughout the world, as well as in Australia, on how to find an ethical and responsible consultancy.
Why not leave it to the PRIA?
The PRIA is established to represent the professional interests of individuals. When the RCG was first established, there was considerable concern that the PRIA was servicing the needs of consultancies, which cannot be Members of the PRIA and was neglecting the needs of Members as individuals.
The RCG was established as a forum for the principals of consultancies and has achieved much since its inception. It continues to serve as a forum for discussion and inter-action for consultancy principals as well as undertaking activities that will benefit consultancies and raise the understanding of their professionalism among target audiences.
National Status
The RCG has achieved status as a committee of the National Board of the PRIA and is an observer at all National Board meetings. This allows direct input to the PRIA and its management, providing a strong voice for consultancies to influence and support decisions of the PRIA.
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Last Updated: May 9, 2007