The CPRF Accreditation which started in 2003 is now in its eighth year.
The Council has put in motion a procedure to revisit some broad strategic issues of the Accreditation process,
in order to maintain its constant and continuing high standards.
Board Members, in discussion with our consultants the Hong Kong Quality Assurance Agency, have proposed some improvements to raise the bar,
as well as suggested simplifications to streamline certain more mundane working areas.
The whole procedure which started in October this year is expected to be completed by April 2011.
- Create a transparent quality management system for Hong
Kong PR consultancies
- Provide clients and Government bodies a simple and consistent
framework for evaluating quality standards of public relations
- Help PR firms in Hong Kong deliver high quality and ethical
The cPRf / HK accreditation system was launched in September
2003. Full Members of cPRf / HK are required to gain accreditation
in order to maintain their membership status. An audit
must be repeated every 3 years to be valid.
The cPRf / HK standard was developed in Hong Kong, for Hong
Kong, and inspired by ISO9000 and PRCA's
The standard was developed by the Accreditation Commission,
comprising representatives of PR firms (large, medium, and small;
local and international), clients of PR firms, and financial
and legal advisors to PR firms. The standard was codified by
Hong Kong Quality Assurance
Agency, and tested in a trial audit done on a cPRf / HK
The standard is based on the minimum requirements for a reputable
firm, and is developed from a positive point of view (help companies
raise their standards), not a negative point of view (aggressively
excluding companies). Compliance with the cPRf / HK code
of ethics is a key element.
The accreditation system covers the following areas:
| - Client relationships
|- Campaign administration
||- Team experience and training
||- Finance and administration
| - Creativity
|| - Ethics
|- Corporate information
Answers to specific questions about Accreditation can be found
in the FAQ About Accreditation section
of this website.