Best PracticesThe Council periodically publishes best practice documents that are designed for public relations firms to use with their clients. As technology makes distributing works easier and easier, it is even more important to be mindful of copyright issues because the penalties can be severe – no matter how innocent the infringement may seem. This article provides a brief overview of copyright law and some tips about how to copy "right" and copy "wrong."
A 2007 study fielded by APCO Worldwide and the Council of Public Relations Firms revealed a disconnect between bloggers and public relations professionals when it comes to communicating with one another. In early 2008 the web site www.bloggersandpr.com was launched featuring a wiki that allows users to edit and comment on communications best practices.
Public Relations Agency Compensation: Enhancing Value through Best Practices
This 10-page paper is part of a sustained effort by the Council to provide greater insight for our members into the financial dynamics driving our clients today and to continue building the understanding between public relations firms, clients and their procurement departments. Written by Francisco Escobar, a former marketing services and procurement manager for Texas Instruments. Published in January, 2008. Fit to Win This is an evaluation tool developed for public relations firms to use as they determine whether or not to pursue a piece of new business. This evaluation-scorecard was developed in response to the many questions and criticisms the Council has heard recently about the new business process and RFPs. Respondents are asked 25 questions, from “Is this a good fit, financially/culturally/strategically” to “How competitive are we?” to “What is really motivating us to pursue this business?” After answering a total of 20 questions, a 0-4 rating system provides firms with a range of opinions, from “Great fit -- Go for it,” to “Bad Fit -- Run Away.” Published in November, 2007. Potential Client Pitch Joint Venture Submission To help agencies clarify property rights during pitches, the Council, the Client Advisory Group, and legal counsel created a two page standard agreement designed to help agencies and clients with intellectual property concerns.
Assessing the Agency's Performance: Guidelines for Formal Client Reviews
Most public relations firms have a formalized approach to evaluating their client relationships. To make this practice more pervasive, the Council’s Client Services Committee (CAC) developed this best practices document, which is designed to help firms and their clients evaluate and assess their relationship in the most effective way possible. Published in November, 2006. The Council's Position on Conflicts of Interest In today's dynamic, fast-changing business environment, mergers, joint ventures and strategic alliances are challenging the old definitions of "competitors" and "partners." The Council of Public Relations Firms recognizes that many clients perceive focused, relevant sector expertise can be beneficial in this new marketplace. The fact that a member firm serves two or more clients in a single sector does not automatically present an inherent conflict of interest. In handling assignments that could be perceived as potential conflicts, member firms regularly ensure that standards and practices are established and rigorously followed to protect confidentiality and total dedication of the assigned agency personnel to the client's success, regardless of other clients served by the agency. All members of the Council of Public Relations Firms commit to abide by the organization's Code of Ethics and Statement of Principles. Professional service organizations including public relations firms, management consultants, accountants and attorneys, all handle assignments from competing companies. However, it is inappropriate for a firm to provide services to two clients whose interests are adverse to each other on the same issue. When such situations develop in course of client relationships, the firm should move swiftly to address the matter.
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Events
Finding the Right Balance: Optimizing Social Media Efforts in Highly Regulated Industries
September 16, 2010
High Point Series - Understanding the Finances of Your Business
September 28, 2010
2010 Critical Issues Forum - Staring Down the Future: Learning to Thrive in an Integrated World
October 27, 2010
Recent News 
Council of Public Relations Firms and Howard University Host Career Fair for Ethnically Diverse Students
March 26, 2010
The Keys to Rebuilding Trust Explored at 2009 Critical Issues Forum
October 30, 2009
Council of Public Relations Firms Announces 2010 Board of Directors
October 29, 2009
What you should know about Public Relations firms
The Firm Voice
 A new blog from the Council of Public Relations Firms. |