In 1996 the UK PR trade association, PRCA (Public Relations Consultants Association), wanted to differentiate their members in the market place and provide assurance to companies seeking PR services.

In consultation with DNV, a sector specific standard was developed for PRCA members; The Consultancy Management Standard (CMS) was based around ISO 9001 and Investors in People with criteria specific to public relations. The first CMS certificate was issued in May 1997 and in December 2000 it became a mandatory requirement for full PRCA membership. Since then the standard and its credibility in the marketplace has gone from strength to strength and a new revision of the standard was published in 2003. The revisions included increased emphasis on business improvement, business planning and risk management.

The PRCA Consultancy Management Standard provides instant assurance to clients that the agency’s commitment to excellence is guaranteed. The CMS stamp marks professionalism of the highest order.

Iain Burns Head of Corporate Communications British Airways

From the initial development stages all eyes in the PR world have been on the UK and the success of a mandatory scheme; now ICCO (International Communications Consultancy Organisation) has adopted CMS and made it available to PR Consultancies in all its member countries. Several countries are already involved in the scheme, including Turkey, Holland, the Republic of Ireland, Austria and the Czech Republic and the feedback continues to be very positive.

Simon Quarendon, Secretary General of ICCO, has no doubt that CMS will help consultancies to grow their business as compliance to the standard offers assurance that an agency has a certified system that places emphasis on everything that is important for a public relations consultancy.

Competition between PR Consultancies is fierce and CMS provides assurance to the outside world that they have a commitment to quality. It has been positively welcomed by businesses both offering and requiring PR services.

If you are currently sourcing a PR agency, the PRCA offers the PReview service, an impartial and professional service which can provide a shortlist of CMS compliant consultancies. Please contact Rosheen Scott at the PRCA on 020 7233 6026 for further information.

Alternatively, contact Sam Tully at DNV on 020 7716 6526.