Foundations of the PR Quality Seal

The Austrian PR Quality Seal standard comes in two variants – for agencies and for communications departments in companies or institutions.

Ethical, content matter and organisational criteria are the key factors assessed in order to be awarded the Austrian PR Quality Seal, as well as guidelines for corporate governance / departmental management. The requirements are clearly formulated. Agencies and communications departments decide on how to implement the standard as required by their own specific benchmarks. This ensures the highest degree of flexibility.

Ethical basis
Certified agencies / companies ...

  • ensure that everyone involved knows and complies with the PRVA code of ethics – within the company as well as externally
  • take action in case of transgressions


Content-related basis
Certified agencies / companies ...

  • define targets for the client / the company by developing and coordinating measurable communication goals – and also achieve these targets
  • choose means of communication which are state-of-the-art and appropriate
  • assign qualified employees for the respective task at hand
  • uses the client’s resources sparingly
  • preserve the social responsibility of communication


Quality management according to Consultancy Management Standard CMS III
Certified agencies / companies ...

  • focus on leadership and communication, i.e. they create sound structures which ensure that the communicators are highly motivated and have access to all key information
  • build on business planning, i.e. they have realistic and long-term business plans that clearly show how the agency will develop (on for agencies)
  • attach importance to corporate development / departmental development, i.e. to functioning systems aimed at the continuous improvement of communication processes
  • have financial and controlling systems in place, i.e. effective instruments for agencies or communi-cations departments to manage financial and economic matters (difference between agencies and company departments)
  • place emphasis on project and campaign management, i.e. on systems that ensure smooth, efficient and target-oriented process management as well as the use of effective instruments to evaluate and assess the PR measures
  • measure customer satisfaction / satisfaction, i.e. satisfaction with the service provided – by agencies to their clients and by communications departments to their internal customers
  • do not leave new business to chance, i.e. they map the path from the first enquiry to the presentation and the placement of the order with quality-minded and responsible action (only for agencies)
  • develop HR management, i.e. they have a system in place for recruiting, career planning and training, thereby ensuring the highest degree of professional and personal expertise