PRCA set to launch AI certification programme
The criteria framework remains under development, with the working group adopting a test-based approach to every assessment
The Public Relations and Communications Association (PRCA) is preparing to launch an independent certification programme for artificial intelligence and marketing technology products used by the public relations industry, with the first assessments expected in the third quarter of 2026.
Developed by the PRCA Innovation Working Group, the certification is intended to provide an independent evaluation of AI products against professional standards as agencies and communications teams adopt a growing number of AI-powered tools.
Certification targets AI products, not vendors
According to the PRCA, the certification will assess individual product versions rather than the companies behind them. Products will be evaluated against a framework covering four areas: transparency about functionality, data handling, reliability and measurable outcomes, and suitability for professional public relations use.
Products that meet the required standard will receive the PRCA AI Certification Seal. Vendors whose products do not pass the assessment will receive a structured evaluation report outlining the findings.
Framework based on measurable criteria
Manuel Hüttl, Chair of the PRCA Innovation Working Group: "The PR industry has no reliable way to tell good AI tools from bad ones. We are building it. Every criterion we set will be testable, every outcome will be defensible, and every seal we issue will mean something. That is the point."
The criteria framework remains under development, with the working group adopting a test-based approach to every assessment. The evaluation process is expected to combine AI-assisted testing for objective criteria with practitioner review where professional judgement is required.
Launch planned for third quarter of 2026
The PRCA said the certification programme will be self-funding, with vendor fees covering the cost of assessments and programme administration. The association will oversee the certification process and retain responsibility for the standards applied.
Sarah Waddington CBE, CEO, PRCA: "For the first time, the PRCA will be able to tell its members which AI tools have been independently evaluated against professional standards and which have not. That is a service the industry has needed for some time. We are proud to deliver it."
The certification programme is scheduled to launch in the third quarter of 2026 with an initial group of evaluated products. Vendors interested in participating can register their interest with the PRCA.
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