Communications Management Standard
Our Communications Management Standard is the hallmark of PR excellence.
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.
CMS is an independent audit looking at eight key area’s in the consultancy.
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.Business Planning
The consultancy must prove that its business plan is a realistic, long-term program based on a clear view of the firm’s direction and potential. It must define business goals that are specific, measurable, achievable, viable, and time framed. The plan must be used systematically by management to run the business.
Business Improvement
CMS demands a program of continuous business improvement with evidence of long-term goals and the steps the consultancy is taking to achieve them. The Standard’s key values are trust, excellence, professionalism, growth, development, enthusiasm, commitment and ownership. All of these affect the quality of the consultancy’s service to clients and must be measurably enhanced over a three-to-five-year timescale.Financial Systems
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 scrutinized to ensure that the consultancy can and does invest in its future.Campaign Management
The consultancy must demonstrate systems for planning and managing programs against agreed targets as well as for measuring and evaluating results in terms of ROI (return on investment).Client Satisfaction
Client satisfaction must be tracked on a consistent and continuous basis.New Business
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.People Management
The consultancy must have a clearly defined and universally understood system of appraisal, training and career development for all employees. Evidence must be given that high standards and an appropriate level of investment are in place at every stage from recruitment onwards.
The re-assessment period for maintaining CMS certification is every two years.
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