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Consultancy CMS

For more information about Consultancy CMS contact:

Richard Zetter


T:020 7233 6026 

PRCA Matchmaker members are encouraged and incentivised to hold the Communications Management Standard (CMS) - the hallmark of PR excellence. CMS combines elements of ‘ISO9001’ and ‘Investors in People’ with criteria specific to a PR and communications consultancy. We introduced CMS in 1998, and updated it for the modern workplace in 2005 and 2012.

The nine core areas consultancies are scored on are:

  • Leadership & Communication
  • Business Planning
  • Business Improvement
  • Financial Management & Systems
  • Campaign Management
  • Client Satisfaction
  • New Business
  • People Management
  • Diversity

How does a PR agency benefit from CMS?

1. It is proof you have a well-run business with all the correct systems and structures in place.

  • A well-structured and accomplished senior management team that harnesses an effective internal and external communication system at all levels.
  • Clear business goals and objectives that are embraced at all levels. Objectives that are frequently reviewed and compared to performance to ensure continued agency-wide excellence.
  • Monthly management accounts have consistent and effective processes for calculating client fees, billing and credit control, and staff time management.

2. It demonstrates to your staff that you have a real commitment to their development.

  • Employee selection is based on needs of the position.
  • Employment includes an immediate induction, regular formal appraisals, personal development plans and training.
  • The company acknowledges the diversity and equality policy which demonstrates best practice and informs the recruitment process.

3. Clients have peace of mind that they are buying a professional service from a PR and communications company that is committed to excellence.

  • Client requirements are effectively captured, and used systematically to ensure delivery on client expectation.
  • Client satisfaction measurement systems address all elements of the service and implements improvements effectively.
  • Client teams such as Procurement and Government departments recognise CMS as a quality assurance.

4. If you are looking to grow your business, CMS is an excellent tool for growth.

  • A consultancy has a proactive strategy for business development with effective systems for the management of its enquiries and sales.
  • CMS identifies areas of improvement and growth in all aspects of the business.

5. CMS brings new business advantages

  • Clients will be informed about the value of an agency being CMS accredited.
  • The Matchmaker service, other factors being equal, will prioritise agencies which have CMS accreditation.
  • CMS makes an agency eligible to join the Business Development Group.

Read more about the scoring area in our Consultancy CMS brochure, click here to download.