FAQ About Accreditation
Questions not answered here can be addressed to information@cprfhk.org.
cPRf hopes to clarify and define the minimum standards for
a reputable PR firm. This in turn will help achieve goals such
as the following:
a) Help clients easily select PR firms that can maintain ethical
and business standards.
b) Raise PR standards all over Hong Kong, while at the same
time eliminating unethical industry practices.
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Accreditation guarantees that the PR firm is qualified to perform
basic PR tasks; that it is in compliance with the laws of Hong
Kong; that it demonstrates consistent service standards for
its clients; that it has a proven commitment to abide by the
cPRf Code of Ethics; and that it can provide the services it
claims to be able to provide.
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The Hong Kong Quality Assurance Agency has been selected as
the designated quality auditor. HKQAA, as a public body and
a credible auditor, can act independently and confidentially.
HKQAA is experienced in auditing ISO standards and other standards.
HKQAA was briefed in PR by the Accreditation Commission, consisting
of PR firms, clients of PR firms, and legal and financial advisors
of PR firms.
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Most reputable PR firms will find the process somewhat time-consuming,
but not necessitating major changes in the way they operate.
However, firms which do not currently follow the standard will
need to correct compliances in order to receive the certificate
of compliances.
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Firms pay the quality auditor (HKQAA) HK$6750 for the one-day
audit.
Should the firm be seriously under-prepared for the audit,
requiring the auditor to come in for additional time, the firm
will have to pay for an additional half-day charge. However,
under normal circumstances, this additional fee will not be
charged.
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The firm applying for accreditation will apply directly to
HKQAA, and does not need to inform cPRf before beginning the
audit. Only when a successful audit has been completed and all
compliance issues rectified will HKQAA send a letter of compliance
to cPRf, which will then issue the accreditation seal.
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The cPRf standard is structured in a similar way to ISO standards,
and the content is inspired by the standard of the UK Public
Relations Consultancies' Association. The local version was
developed in conjunction with HKQAA after briefing and discussion
with the Accreditation Commission, composed of PR firms, clients
of PR firms, and legal and financial advisors. The standard
was finalized after a trial audit with a member firm.
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All firms which have been accredited have demonstrated a commitment
and a process to ensure that they are abiding by the cPRf /
HK Code of Ethics.
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A firm can present its code of ethics or a summary of its ethical
guarantees to the cPRf board. If it is recognized as fundamentally
equivalent to cPRf's code, then the cPRf board will inform HKQAA
and this can be accepted in place of the cPRf code.
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cPRf does not restrict companies from representing clients
whose business is legal in HK. However, firms which have been
accredited must provide a transparent policy on their work with
such clients.
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This assurance is part of the cPRf Code of Ethics. In order
to become accredited, a firm must demonstrate a commitment and
a process to ensure that it abides by this Code.
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The auditors measure whether the firm has a way to identify
and correct problems. They seek concrete evidence of customer
satisfaction and may have spoken with the firm's existing clients
as part of the audit.
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The standard measures the ability to provide minimum PR services
such as press releases, editorial, press conferences, and lining
up interviews, along with those services which a firm claims
to be able to provide.
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At this stage, it is not yet required by the standard that
a specific amount of pro bono work be undertaken in order to
meet the standard.
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Creativity itself is not measured - rather, the auditor measures
the process by which a company chooses the right tasks for the
right client/project.
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The applicant needs to prepare a set of (financially) audited
accounts and the HKQAA will note that they are provided.
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cPRf has not set a single standard for agency markup or commission
(e.g. 15% or 17.65%) which must be followed by all companies.
The standard does require, however, that the firm be transparent
with the client, such that the client knows and agrees to the
charging method in question before incurring any expenses.
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The standard measures whether the firm has some way (not necessarily
formal training programs) to ensure that the team members are
experienced enough/trained enough to handle the jobs they are
assigned, providing the client with the service promised.
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cPRf will not audit the quality of the other network partner
firms. However, if regional services are promised in the corporate
documents and guaranteed in the client contracts, the firm will
have to show evidence of having carried out these programs.
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