# ?

The following chart shows the CPRFHK / HK standard in detail. Firms wishing to become accredited can prepare background information and an audit schedule for the HKQAA auditor based on the last two columns of this chart. The firm must show clear evidence of compliance in all areas in order to pass the audit; however, the requirements are not spelled out exactly as each firm may be different. On the day of the audit, it is recommended to set a specific schedule in advance to present the information to the auditor, but leave room for questions and investigation by the auditor.

Client relationships

Legally and ethically sound and transparent basis for doing business with clients. The collection of customer perception

In laymen terms...

  • Do you have clients?
  • Do you have a way to monitor whether they're satisfied with your work?
  • Are you transparent and ethical when working with them?
  • Check the customer complaint/ compliment management system. Any follow-up action on complaint handling.
  • The trend of the client satisfaction survey and how to monitor by the Top Management?

Judged by

  • Accountability
  • Transparency
  • Flexibility
  • Customer Focus

What documents or processes could the auditor observe?

  • Proposal
  • Work authorization
  • Contract
  • Management report
  • Complaint record
  • Client satisfaction survey

What could to be in those documents / processes to show evidence of meeting this standard?

  • Internal documentation (contracts, quotations)
  • Longevity of client relationships / repeat contracts, verified client testimonials
  • Payment settled
  • Data analysis on the client satisfaction survey and the questionnaire
Campaign administration

Transparent and responsive processes and tools for responsible public relations campaign planning and ongoing management

In laymen terms...

  • Do you have standard tools for your company to manage a PR campaign?
  • Are you timely and accurate in updating your client on progress as agreed with the client?
  • Do you have milestones / benchmarks to help you do this?

Judged by

  • Clarity
  • Transparency
  • Responsiveness

What documents or processes could the auditor observe?

  • Reporting documents
  • Briefing documents
  • Resource planning documents
  • Client communication
  • Campaign process monitoring documents, e.g. WiP, checklist, timeline, etc.

What could to be in those documents / processes to show evidence of meeting this standard?

  • Milestones / timelines / benchmarks
  • Clear information about goals and expectations
  • Timely and regular information
Conditionality & Data Protection

Data and Intellectual Protection Management System

In laymen terms...

  • Check the management system on data protection such as data backup and contingency plan etc.
  • Check the filing system and the data security system on using internet and intranet

Judged by

  • Transparency
  • Clarity

What documents or processes could the auditor observe?

  • Policy on data protection (USB/ social media/ backup / emergency preparedness)
  • Staff Handbook
  • Standing Instruction

What could to be in those documents / processes to show evidence of meeting this standard?

  • Clear information on the compliance to Intellectual Property Law and Privacy Ordinance
  • Check the relevant License of newspaper clippings and the software License ( such as auto-cab etc)
Services

Ability and experience to conduct basic PR activities

In laymen terms...

  • Can you, one way or another, perform the basic PR jobs?
    • press releases
    • editorial
    • press conferences
    • line up interviews

Judged by

  • Experience
  • Accountability
  • Results

What documents or processes could the auditor observe?

  • Documented and client-approved case studies
  • Biographies of executives detailing relevant experience
  • Photos / videotapes of events

What could to be in those documents / processes to show evidence of meeting this standard?

  • Client's approval of case studies
  • Relevance of experience to basic PR tasks
  • Interview at least 2 staff members for smaller firms under 15 and 3 for bigger firms to proof for competency on the work process
Creativity

Tools and processes for bringing to bear team expertise and resources to recommend creative and effective PR solutions

In laymen terms...

  • Do you have a system in place for choosing the right content, tools and methods, specific to that client and that project?

Judged by

  • Creativity

What documents or processes could the auditor observe?

  • Brainstorming meeting agenda Process of internal discussion
  • Client proposal or briefing
  • Case studies
  • Internal communication

What could to be in those documents / processes to show evidence of meeting this standard?

  • Evidence that the choice of tools has been considered carefully
  • Interview at least 2 staffs for smaller firms under 15 and 3 for bigger firms for selected projects to look for evidence
Corporate information

Easily accessible, clear information on company capabilities, experience and credentials

In laymen terms...

  • Do you have it written down somewhere exactly what you claim to be able to do?

Judged by

  • Clarity
  • Transparency
  • Comprehensiveness

What documents or processes could the auditor observe?

  • Written and/or electronic credentials presentation
  • Website
  • Client references
  • Observation of potential client meeting
  • Staff meetings / management meetings

What could to be in those documents / processes to show evidence of meeting this standard?

  • List or explanation of services
  • Current professional references
  • Key staff bios
Management

Experienced and professional company leadership, proven track record

In laymen terms...

  • Is there a management system that ensures a quality and continuity of service?

Judged by

  • Depth and breadth of management track record

What documents or processes could the auditor observe?

  • Documented management board structure
  • CV / bio of key management
  • Management meeting minutes
  • Org chart or ability to draw one
  • Observation / interview of management / middle management

What could to be in those documents / processes to show evidence of meeting this standard?

  • Experience of senior management
  • Clear management processes
Team experience & training

Up-to-date skills and capabilities

In laymen terms...

  • Given sufficient management, can the team do what the management claims it can do?

Judged by

  • Depth and breadth of account staff experience

What documents or processes could the auditor observe?

  • Documentation of internal or external training program
  • Staff interviews re: on-the-job training

What could to be in those documents / processes to show evidence of meeting this standard?

  • Team's participating in internal/external training in some way
  • Staff's track record of learning on the job
Finance & Administration

Fully accountable financial administration

In laymen terms...

  • Do you comply with the laws of Hong Kong?
  • Are your fees transparent? Are your clients perfectly clear on what they're getting and how much they'll and know and do they agree to that?

Judged by

  • Accountability
  • Transparency

What documents or processes could the auditor observe?

  • Annual audited accounts
  • Regular management accounts
  • Written policies on loading/surcharge
  • Client contracts
  • Timesheets if used

What could to be in those documents / processes to show evidence of meeting this standard?

  • Verified / audited accounts
  • Clarity of financial policies
  • Communication of any relevant financial policies to clients
  • Check the existence of current status on the Certified Public Accountant Report
Ethics

Full understanding and practical application of CPRFHK code of ethics or equivalent by all relevant staff members

  • client confidentiality
  • conflict of interest
  • transparent corporate policies on certain types of clients

In laymen terms...

  • Do you have a corporate policy, which is followed and understood by everyone, of implementing ethical practices?

Judged by

  • Ethical practices

What documents or processes could the auditor observe?

  • Staff orientation manual/procedure
  • Staff memos / manual
  • Minutes or evidence of staff meetings
  • Staff contracts
  • Client contracts
  • Security and control policy/procedure
  • Observation / interview with staff

What could to be in those documents / processes to show evidence of meeting this standard?

  • Code of ethics included in staff orientation procedure
  • Regular staff updates or reminders on code of ethics
  • Staff contracts include crucial ethical standards
  • Client contracts include crucial ethical standards e.g. confidentiality
  • Staff understanding of ethical standards