What does new PRCA guidance on client-agency relationships say, and will it make a difference? The latest episode of PRWeek's Beyond the Noise podcast takes a look.

Our guest this week is James Crawford, MD at PR Agency One and a PRCA fellow who was among the people behind the trade body's updated Client Consultancy Partnership Charter. He is joined by PRWeek UK editor John Harrington and news editor Siobhan Holt.

Beyond the Noise, which is published on alternate weeks, looks at some of the biggest issues affecting comms and PR. Download the podcast via Apple, Spotify, or listen on your favourite platform.

The Charter, released last week, includes among other things a new section on AI, more on transparency and diversity, and a commitment aimed at curbing ‘idea theft’ by clients. Other parts are intended to tackle client 'ghosting' and the use of advertising value equivalents (AVEs) in PR measurement.

Crawford discusses the background to the Charter, including some of the big trends in recent years that the updated document seeks to address, and talks about how it is intended to be used.

He highlights some of the main changes in the updated version that clients and agencies alike should know about.

Crawford also addresses why the Charter does not tackle payment terms and responds to some criticism that parts of the language used is non-committal.

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