Austria focuses on quality in PR; installs new trust seal based on ICCO CMS criteria


The Austrian organizations PRVA Public Relations (Public Relations Association Austria) and PR Quality Austria recently Launched a new trust seal for PR agencies and communications departments within companies and institutions, the “Austrian PR Quality Seal.” The trust seal is based on the ICCO Consultancy Management Standard (CMS) and private design at Ensuring high quality and ethical standards for the Austrian PR industry. 


Within the past few years the PR industry has been faced with scandals and image problems. Ethical standards and quality criteria have become more and more important for agencies to assure potential and existing clients of their trustworthiness. Certifications based on ICCO CMS have been a useful tool to do so.



With the development of the Austrian PR Quality Trust Seal, the Austrian organizations PRVA and PR Quality Austria, have gone one step further. They developed a new system based on ICCO CMS, suitable for agencies as well as communications departments in companies und institutions.

In order to be awarded the Austrian PR Quality Seal, ethical, content matter and organizational criteria are assessed, 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, all of which ensures the highest degree of flexibility




“We are delighted that Austria has shown that our CMS-criteria can easily be adapted to local conditions and are seen as a role model for a national trust seal. The industry needs transparent and high quality standards as an answer to the scandals it was facing. With the Austrian PR Quality Trust Seal, the Austrian PR industry is on its way to ensure trust in the industry again.”
David Gallagher, ICCO President; Senior Partner and CEO EMEA of Ketchum




About ICCO

ICCO is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations in 29 countries across the globe in Europe, Africa, Asia, the Americas and Australasia. Collectively, these associations represent over 1,700 PR firms. ICCO is a proud sponsor of the Young PR Lions competition at the Cannes Lions International Festival of Creativity.