The Consultancy Management Standard (CMS) combines elements of ISO 9000 and Investors in People with criteria specific to public relations consultancy. Developed by the Public Relations Consultants Association of the UK, it was introduced in 1997 as the industry’s first quality certification system for public relations firms and is now being rolled out worldwide.
The Standard is available exclusively to member consultancies of trade associations affiliated to ICCO and has so far been adopted – either on a mandatory or voluntary basis – by associations in countries like Austria, the Czech Republic, Finland, Germany, India, Ireland, Norway, Slovakia, Switzerland, Turkey and the UK.
CMS accreditation provides a badge of professionalism for the public relations industry. It helps to improve consultancy businesses while assuring both clients and employees that audited firms offer quality management and performance.
ICCO also offer an online iCMS version please contact us.
Leadership & Communications
The auditors look for evidence that the consultancy is well-managed. Responsibilities at all levels must be clearly defined, and all employees must not only understand their accountabilities but also know how and when they will be judged on their performance.
The consultancy’s systems are evaluated on financial forecasting and management of financial fundamentals. Checks and balances must be in place, enabling the consultancy to withstand periods of low or negative economic growth. Key financial ratios are scrutinised to ensure that the consultancy can and does invest in its future.
There must be proof that the consultancy conducts negotiations with new clients and offers service agreements which reflect the high standards exacted by the professional codes of ICCO and comply with current best practice in the public relations profession.