As part of the deal, Opinion Matters will conduct a survey examining the reputation of the PR and marketing industries and train PRCA members on how to understand market research and make better use of its results in the material they produce.

PRCA chief executive Francis Ingham (pictured) said: “Having spent time with them [Opinion Matters] it is clear they are committed to the long-term interests of improving standards and knowledge within the industry, and we look forward to working alongside them on our education programs as well as them working closely with our members.”