Public Relations Council

The Public Relations Council


About

Representing consumer PR agencies to clients, industry and the public, the Public Relations Council (PRC) was formed in 2012, introducing to The Communications Council a program of PR-focused training and activity to help raise professional standards, as well as tackling some of the key issues facing today's consumer PR agencies.

 

6 great reasons to become a PRC member

1. Specialised career pathways; from entry level to leadership roles.
2. Exclusive access to events from the commercial creativity community.
3. Shared learnings via our extensive member network.
4. Industry, regulatory and legal advice.
5. PR-specific initiatives to champion brilliant careers and best practice.
6. Significant discounts on professional development, events and award entries.

Download the Flyer here


Membership

If you are a consumer PR agency that is interested in joining The Communications Council, contact the membership team:

E: membership@communicationscouncil.org.au
T: (02) 8297 3800

 

Objectives

  • Industry leadership - represent the interests of consumer PR agencies to broader marketing communications industry, clients, and business community, and connect the industry by providing opportunities to share learnings
  • Professional development - developing specific training, advice and best practice projects of relevance to PR professionals
  • Commercial creativity - showcasing commercial creativity and effectiveness of PR to the entire marketing communications industry


Employee training

PR agency members have taken advantage of the PRC’s comprehensive calendar of professional development events which contribute to their employees’ ongoing training needs. In 2014 alone, 13 PRC professional development events were held for members.

  • Breakfast Forums - PRC breakfast forums cover everything from creativity, measurement and evaluation to agency finance, collaboration and insights from award-winning international case studies.
  • A Conversation with…- Members are invited to intimate Q&A sessions with key media figures. Speakers have included: Sarah Stinson (The Morning Show), Bryce Corbett (Australian Women’s Weekly), Melissa Hoyer (News.com.au), Mark Forbes (The Age), and Nikki Clarkson (SCA) to name a few.
  • Client Advisory Board - Working with leading CMO’s,  the Client Advisory Board was formed in 2014, giving members access to leading marketers to reveal where PR sits in their business today and how it can evolve.


Network and voice

  • What’s keeping you up at night? - A new lunch series for agency heads has been introduced for 2015, with the aim of connecting the industry further by providing opportunities to share learnings.
  • Open-committee meetings - The PRC welcomes senior members to attend committee meetings twice a year to ensure members have a voice at the table and help steer the direction of the group.


Initiatives

  • Measurement sub-committee - A subcommittee launched in 2013 to investigate existing measurement principles and practices. A PRC best practice template was delivered to members in 2014 to provide an agreed approach to PR measurement and evaluation metrics. 
  • Anonymous commentary culture - The PRC has worked closely with The Communications Council to research and address the issue of anonymous and malicious commentary on our industry’s trade press.
  • PR-Led Campaign Effie Award category - The PRC consulted with The Australian Effie Awards to introduce a PR-Led Campaigns category to the 2015 awards, adapting judging criteria and assessment appropriately - a significant and progressive step in showcasing the commercial creativity and effectiveness of PR to the broader industry.
  • Salary benchmarking - In 2015, the PRC updated and expanded The Communications Council’s annual salary survey to include a raft of PR-specific roles to ensure PR agency members receive a reliable industry salary benchmark.