Communications Management Standard
The Hallmark of PR Excellence
Our Communications Management Standard is the hallmark of PR excellence
Communication Management Standard (CMS) is available for small and large PR and Communications Agencies and for in-house teams.
It is led by the organisation, at their own pace, with an online assessment taking no more than 2.5 hours.
The assessment covers nine core areas. Areas assessed include leadership, client and campaign strategy, business planning, people and financial management and equity.
PRCA has a suite of accreditations appropriate to the size and scope of your work. For large agencies (11 or more members of full time staff) we have CMS CORE and for agencies with ten or less staff members we have CMS GO. Each CMS is designed to best challenge agencies at their point of growth and supports them to gain credibility through CMS.
The Benefits
Similar to other accreditations, like Investors in People (IIP), CMS is an independent, externally assessed process that helps agencies and in-house teams audit their practices and make improvements. CMS standards, set by PRCA members, reflect best practices, showing stakeholders, clients, and investors that you meet industry standards.
Communications Management Standard
CMS is a process which will improve how you work with both internal and external stakeholders. It puts you in a better place for achieving new business, or in the case of in-house teams, demonstrates to your organisation’s board that you have sought an external independent view on your work, proof that you are excellent in your development and delivery of communication and public relations. It is key to tenders and business pitches. It offers that added edge to your marketing. Marketing assets are provided to CMS accredited agencies and organisations. CMS accredited agencies get access to the PRCA Matchmaker service at no additional cost.
I personally find the process (CMS) to be a very helpful check and balance of where we need to focus additional efforts.
This year has highlighted two areas where I feel we need to spend some more time internally and, in fact, we’re currently overhauling our whole people management area as a result of this process and have a long overdue team conference coming up this November – our first since before covid! It can be hard when you are working at speed to take that critical view of the business at times, CMS always prompts me to take some form of future action, which is great."