Registered consultancy code of practice

In addition to PRIA's code of ethics, which binds all individual PRIA members, a Registered Consultancy is bound by the code of practice. The consultancy code of practice binds the principal and all the agency's consultants.

To join PRIA's Registered Consultancies Group, the agency principal in that state/territory must already hold a full PRIA membership (MPRIA) or be a Fellow (FPRIA).

General standards - a Registered Consultancy:

  1. Accepts a positive duty to observe the highest standards in its business practice and in the practice of public relations; promote the benefits of good public relations practice in all dealings; and improve the general understanding of professional public relations practice.
  2. Undertakes to observe this code of practice, and any other article or amendment which shall be incorporated into it.
  3. Accepts a positive duty to observe the highest standards of public relations; promote the benefits of good public relations practice in all its dealings; and improve the general understanding of professional public relations practice.
  4. Adheres to the highest standards of accuracy and truth, avoiding extravagant claims and unfair comparisons and gives credit for ideas and words borrowed from others.

Employees - a Registered Consultancy:

  1. Makes compliance with this Code of Practice and the PRIA Code of Ethics a condition for all its consultants.
  2. Understands that if it knowingly causes or permits a member of its staff to act in a manner inconsistent with the Code it is party to such action and shall itself be deemed to be in breach of it.
  3. Shall not directly invite any employee of a client advised by consultancy to consider alternative employment (an advertisement in the press is not considered to be an invitation to any particular person).

Client relations - a Registered Consultancy:

  1. Safeguards the confidences of both present and former clients. It shall not disclose or use these confidences to the disadvantage or prejudice of such clients or to the financial advantage of the Registered Consultancy, unless the client has released such information for public use, or has given specific permission for its disclosure, except upon the order of a court of law.
  2. Through its principals and staff collectively or individually, shall not misuse information regarding its clients' business for financial or other gain.
  3. Shall be free to represent its capabilities and services to any potential client, either on its own initiative or at the bequest of the prospective client, provided that in so doing it does not seek to break any existing contract or detract from the reputation or capabilities of any consultancy already serving that client.
  4. Shall represent competing interests only with the consent of all parties.

Fees and income - a Registered Consultancy:

  1. Shall not guarantee the achievement of results which are beyond the consultancy's direct capacity to achieve or prevent.
  2. Shall be free to accept fees, commissions or other valuable considerations from persons other than a client, only provided relevant arrangements are disclosed to the client.
  3. Shall not knowingly pay fees or give personal commissions which lead to unethical behaviour on the part of others.
  4. Shall be free to negotiate with clients terms that take into account factors other than hours worked and seniority of staff involved, as long as they do not conflict with PRIA's code of ethics. These special factors have regard to all circumstances of the specific situation and level of service required.
  5. Shall inform a client of any shareholding or financial interest held by the consultancy or any of its principals, shareholders or employees, in any business whose services it recommends or uses on behalf of a client.
  6. Shall, at its discretion, seek recompense when detailed creative pitches are required, in which instance copyright of the proposal passes to the prospective client whether or not the consultancy is retained, unless otherwise agreed.

Last Updated: Wed, Feb 04 2015