PR or Corporate Reputation Institute members must be the CEO or hold the most senior executive position in the institute, as well as meet the following criteria:

• Have a professional background in corporate communications and/or significant academic qualifications in public relations or business;
• Be recognized as providing substantial research that is valued by CCOs from major corporations, particularly with Fortune 500 and Global 500 companies; and
• Be regarded as a thought leader in public relations or corporate communications based upon a substantial body of work that has made a significant contribution to the profession.

The member's Institute must be a not-for-profit organization – independent or affiliated with an educational institution – that acts as a research institute or think tank dedicated to advancing knowledge and improving the practice of public relations, with a focus on corporate character, corporate trust and corporate reputation.