Why the PRCA is a Powerful Partner for Agency Leaders

After more than two decades in agency life, building and growing my own operation with the backing of an award-winning US firm was the dream job description. Stepping into the role of Managing Director of HUNTER: UK four years ago was a golden opportunity. Brands were facing critical communications challenges and needed to earn their audiences’ attention. But as I got my feet under the table, I soon realised running a successful business requires more than a passion for punning and engaging targets. Thank goodness for the PRCA! Over the last four years, membership has sharpened how we operate, how we develop our people and how we connect with the industry.

Knowledge is power when growing a business and with an executive leadership team across the pond, shedding light on the UK market and its differences is critical. The PRCA’s annual Benchmarking Data provides valuable insightinto financial performance, fee structure, business climate and employment figures from staff cost ratio, to average salary levels across the industry. Whether delving into business management, staffing, or simply gaining a better understanding of the overall climate, it has been a vital yardstick for me for years.

The PRCA also serves as a differentiator to clients and prospects through its Communications Management Standard (CMS). HUNTER’s ethos is to ‘earn it’. Critically, the CMS is not a badge you buy; but a standard you earn. CMS accredited agencies are audited on the systems, leadership and processes which underpin outstanding work. Known as the hallmark of PR and communications excellence, the CMS draws on recognised management frameworks while being tailored to the realities of agency life. I’m proud HUNTER has earned CMS certification for three years in a row, as it’s a marker of our commitment to best practice and professional service, leadership, planning, client satisfaction and people management.

With CMS accreditation under our belt, HUNTER qualified to become a PRCA Matchmaker agency. Matchmaker connects qualified prospects with accredited agencies. Every Matchmaker firm must hold the CMS qualification and be bound by the PRCA Professional Charter and Codes of Conduct. In an era of procurement scrutiny, that combination of ethics and verified quality helps de-risk selection for buyers. It’s also an important sign of credibility and has brought tangible business value to HUNTER. We’ve seen it open doors with prospects who want reassurance on governance as much as creativity.

With a clear focus on growth, the Matchmaker team at the PRCA deliver incredible NewBizFest conferences which are full of brilliant minds sharing invaluable insights. How to make credentials pop, why simplicity in complex environments is key, demystifying procurement or the AI opportunity; these events always leave me feeling richer with insider knowledge.

But perhaps one of the best things about being a Matchmaker agency is the community. Relationships remain paramount in our field, and I have made wonderful friends at roundtables which are often described as group therapy! A forum of peers sharing what really works makes running an agency less lonely. Whether pitching processes or pricing models; crowd-sourcing solutions by discussing challenges together makes the PR industry one of the most supportive.

Networking through the PRCA is not just for leaders. From conferences to social events, member drinks to workshops, a world of connection is available for members of all levels. Often solid relationships are built through professional development. PRCA’s training catalogue spans early-career fundamentals to advanced leadership, with practical, immediately applicable courses. Particularly valuable when planning development pathways and giving individuals evidence of progression for appraisals and promotions.

2025 marks ten years since HUNTER opened its London office, and over the last four of those years, PRCA Membership has been a huge benefit. My advice to those looking to make the most of their membership?

1. Commit to CMS on-going, not as a once-a-year exercise. You’ll tighten the machine that produces great work.

2. Benefit from the Matchmaker roster as a CMS accredited agency. It’s a quality filter for serious briefs.

3. Show up: use member groups, conferences, and socials to build relationships before you need help. Your future self (and pipeline) will thank you.

In a crowded market, advantage comes to those with tighter operations, growing sharper talent, and plugging into stronger networks. PRCA membership helps agencies do all three, with proof points clients recognise and a community that wants you to win. From where I sit- balancing New York expectations with London opportunity - that’s a compelling proposition