Public Relations Council of India (PRCI), a registered national body of PR and communication professionals, has initiated the process for accreditation of PR professionals in India.
Elaborating on the move, M B Jayaram, Chairman, National Governing Council of PRCI, said, “Today, the PR profession is emerging as a management function due to pressure of competition and all the orgnisations in India have become PR savvy to enhance their image. At present, there is no system in India for streamlining the profession with accountability, as that prevailing for doctors, chartered accountants, company secretaries, etc. In other developing and developed countries, PR professionals get accredited through independent bodies to improve the quality of the profession and the market prefers only accredited professionals.”
S D Reuben, President, National Executive of PRCI, added that an expert committee headed by Jayaram and an expert sub-committee headed by independent senior professionals under the Chairmanship of K Srinivasan, Prime Point Foundation, Chennai, had been constituted to study the practices prevailing in other countries and to suggest procedures for their implementation in India.
After receiving the sub-committee’s report in June, PRCI will be able to take it further for implementation. “These measures will add value to the PR profession in India and improve the credibility and accountability,” added Reuben.
Few international PR bodies, who have carried out detailed studies worldwide, are helping the PRCI sub-committee in this regard.