The Public Relations Consultants' Association of Malaysia (PRCAM) has expressed concern over a "voluntary accreditation" scheme for PR professionals in Malaysia that will eventually lead to a compulsory "charter".

In a statement e-mailed to members today, PRCAM said the Malaysian PR industry has been open and liberal, and conforms with the General Agreement on Trade in Services (GATS) under the World Trade Organisation (WTO).

"This status quo should be maintained as a fundamental principle as Malaysia now proudly conforms to world standards for the liberalised and global environment that PR professionals practise in.

"We note with concern efforts by the Institute of Public Relations Malaysia (IPRM) to promote a 'voluntary accreditation' scheme for PR practitioners which will ultimately lead to a "charter". Such a charter is aimed at compelling all PR practitioners to be registered with it," the statement said.

PRCAM said this "voluntary accreditation" scheme is part of a move towards compulsory accreditation which will later involve legislating the PR industry in Malaysia.

"PRCAM is concerned over this as the fundamental principle of free trade in services will be violated with any such legislation.

"As the body responsible for the welfare of PR consultants, we will be making our position known to all our members, clients and everyone in the industry.

PRCAM viewed any move to legislate the profession as a retrogressive step that runs contrary to the globalising world where barriers are broken down and divides bridged.

No mandatory accreditation

The association also added that any accreditation scheme should remain voluntary in "spirit, essence and operation".

"Such an accreditation scheme has already been in existence with IPRM members carrying initials such as MIPR or FIPR next to their names in their business cards.

"Such a truly voluntary accreditation scheme should continue and not be turned into a compulsory charter for PR practitioners as a means to 'raise industry standards'.

PRCAM added that it shared the same desire of raising industry standards and held firm to its view that this cannot be done by mandatory accreditation.

"We believe market forces should be allowed free play and clients to dictate the standards required."

PRCAM reiterated its position that it will continue to work with IPRM as a fellow industry body for the betterment of all practitioners without compromising on the fundamental principle of keeping Malaysian PR industry a globalised, open and liberal one.