Nationally Affiliated PRSSA Student-Run Firm Standards
“Credibility through Unity”

The Public Relations Student Society of America rolled out its new Nationally Affiliated PRSSA Student-Run Firm Initiative March 12, 2005, at National Assembly in Dallas to bring greater credibility and recognition to the firm experience. The firms that meet these new national standards and submit a PRSSA Progress Report will become a “Nationally Affiliated PRSSA Student-Run Firm.”

This means the firm will receive national recognition through an ongoing awareness campaign targeted to potential employers. The firm will be promoted among public relations agencies, corporate communications teams and non-profit public relations directors. This will give students greater credibility as they interview for employment.

Additionally, the firm will be included in a future referral system in which public relations organizations and departments can request services from Nationally Affiliated PRSSA Student-run firms. Only those who are nationally affiliated will be listed on the national PRSSA Web site for such requests. This type of referral system will provide greater opportunities for service and to provide meaningful work for students. All work and service requests will be sent through an automated system to the nationally affiliated firms within the geographic area that can best fulfill the needs of the organization.

In order to join the Nationally Affiliated group of PRSSA Student-run firms, a firm must abide by the standards listed below. No fees are required to become nationally affiliated. Any funds received by student-run firms for their work will remain within the local firm. Headquarters will not collect any funds. Hence, the responsibility to manage the funds is responsibility of each local firm.

These standards, which represent the most important elements of a PRSSA student-run firm, were created after seven core values were identified through extensive primary research. Nationally affiliated student-run firms must be:

1. Organized and structured
2. Accountable
3. Outcome driven
4. Geared toward professional practice
5. PRSSA centered
6. PRSA connected
7. Ethically based

Although firms vary in size and scope, the standards were designed to help each firm move toward greater professionalism and competency. The standards were not created to limit the potential or the progress of the firms. Hence, the standards listed below are minimum requirements. The firms may, of course, go above and beyond the minimum standards set below. The following is a set of terms that will be used throughout the document. Review them briefly in order to understand the standards listed below.

• Nationally affiliated: Reached a new level of professionalism and status among PRSSA student-run firms by meeting specific, official standards.
• Standard: A practical and measurable requirement a firm must meet to become a Nationally Affiliated PRSSA Student-run Firm.
• Core values: The basic principles or values of PRSSA student-run firms
• Firm’s executive board: The firm director, the two assistants and the firm advisor.
• Firm advisor: He or she may be the current professional advisor or the current faculty advisor to the PRSSA Chapter. However, it is HIGHLY recommended that a separate public relations professional serve as the firm advisor, an individual who will focus solely on the success of the firm.
• Active member of PRSA: The firm advisor must be a registered member of PRSA and periodically participate in its activities. The number of times the firm advisor participates in order to be called “active” depends on the personal decision of the firm advisor.

The following is a breakdown of the core values and the corresponding standards:

1. Organized and Structured

• The firm has a documented mission statement to guide all organizational activities.
• The firm has a well-organized and written structure similar to a professional agency (i.e. account executives, account associates, etc.)
• The structure includes, at the minimum, a firm director and two assistant directors. Other positions may include treasurer, public relations director or any other position as needed by the individual firm.
• The firm serves at least three clients, with three students working together to meet each client’s needs. This is a minimum standard, but the firm must ensure that at least three students are assigned to each client.
• The firm uses a set of contracts and a defined system of billing for all clients.
• The written structure of the organization has been approved in writing by the advisor and included in the PRSSA three-year review process (see below).

2. Accountable

• Account executives report consistently to the firm’s executive board through written and oral reports. The nature and design of these reports may vary according to each firm’s needs. However, the key is to report consistently. This ensures that the client is well-served and that all associates are participating (see more under “Deadline driven”).
• Once a year, the advisor to the firm should conduct at least one three-minute interview with each member. This interview does not have to be long and extensive, but it should be similar to an annual review process conducted in business with employees. While some firms may want their account executives to conduct these interviews, it is important for the firm members to have at least one short interview—even if it is three-minutes—with the firm director.
• The firm requests that all clients complete some type of questionnaire and return it to the firm at the end of the semester. Each firm may create their own questionnaire that will provide them with the information they need to improve. This will provide feedback to the firm and an opportunity to showcase to future clients those things the firm did well.

3. Outcome driven

• In all written and oral reports, the focus is on the impact made with the client. As time passes, technology will advance causing the means of communication to continually change. For that reason, the review process is designed to measure results rather than methods, strategies or tactics. Students must know how they are affecting real change.
• Program planning systematically uses the research, action, communication and evaluation (RACE) model, or a similar system, in meeting the clients’ needs.

4. Geared toward professional practice

• The firm’s executive board provides clear, written expectations and deadlines for the account associates at the beginning of each school semester or term.
• Account associates sign the written expectations at the beginning of each semester or term, certifying their understanding of the firm’s expectations.
• The account executives communicate the deadlines they set with their clients to the firm’s executive board each semester or term.
• The executive board maintains a database of all the account deadlines and projects. This way, the board can serve the accounts in helping them keep their commitments to the clients.
• Professional conduct dominates the firm’s atmosphere; this includes being on time for all meetings with clients and professionals.

5. PRSSA centered

• All members of the firm are members of the local PRSSA Chapter. Firms may outsource financial services to other accounting students, but the members of the firm itself must be fully paid members of PRSSA. Advertising, marketing and graphic design students should have the opportunity to associate with PRSSA and understand public relations philosophy and thought.
• The firm sends at least one individual to the PRSSA National Conference each year.
• The firm’s annual report is sent to the PRSSA National Headquarters by June 1 of each year. The report will serve as a tool for the National Vice President of Professional Development to assess how to serve the Society and as a historical record of PRSSA student-run firm activities.
• Every three years, the firm must re-apply to be a Nationally Affiliated PRSSA student-run firm by completing the “PRSSA Student-run Firm Progress Report” and sending it to PRSSA headquarters.

6. PRSA connected

• The advisor to the firm is an active member of PRSA.
• The advisor to the firm meets with each individual firm member at least once a year to provide direction and counsel regarding the student’s professional goals.
• The firm’s executive board meets with its local PRSA executive board annually to provide an update regarding the firm’s progress and impact. This meeting may be a physical meeting, a conference call or a secure Web conference. However, a member of the PRSA executive board and at least two other PRSA members must participate in the meeting, as well as a member of the firm’s own executive board and at least two other account executives. The most important part of the meeting occurs as PRSA provides feedback to the firm.
• The firm director makes contact at least two times a year with the PRSA Champion assigned to work with the Chapter through the Cross Country Connection program. The purpose is to provide an additional mentor to the firm director. Any PRSSA Chapters that have not yet formed a Cross Country Connection with a PRSSA Chapter may do so at http://www.prssa.org/resources/cccp.asp.

7. Ethically based

• The firm has a written commitment to follow the PRSA Code of Ethics. To view the PRSA Code of Ethics, visit http://www.prsa.org/_About/ethics/preamble.asp?ident=eth3.
• All members receive basic instruction and sign a commitment to follow the code and behave ethically at all times.
• Any member who is found to be dishonest in his or her reporting to supervisors or clients will be dismissed from the firm.

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