DTW marks ten years of PRCA CMS accreditation

PRCA CMS accreditation logos

This week we passed our latest annual Public Relations Communications Association (PRCA) Communications Management Standard (CMS) assessment.

So what is the PRCA CMS and why is it important to DTW?

The PRCA describes the CMS as ‘the hallmark of PR excellence’. It combines elements of ‘ISO9001’ and ‘Investors in People’ with criteria specific to a PR and communications consultancy.

We took up the PRCA CMS challenge ten years ago (having done similar non-PR/marketing specific accreditations previously) because we think it is important to have an external perspective that looks at our systems and processes and tells us if we’re doing a good job and challenges us if we aren’t.

It gives our clients, management and staff peace of mind and proof that DTW is a well-run business with the appropriate professional management standards in place.

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

Having a clear framework that is specific to our profession that we benchmark and test ourselves against annually is great. Yes, it’s paperwork. Yes, it’s time out from client work. No, no-one pays you to do it (we pay the PRCA!) But it’s important and valuable.

Feedback from our PRCA assessor said: “DTW provided evidence on business development, diversity and people management. Evidence across business development and people management was excellent. On diversity, tracking of gender is in place and modifications have not been required as no issues were identified (the balance is strong and equal.)  DTW clearly deserve their ten-year CMS Gold Award.”

Big thanks to Lorna and Jan from the whole team for picking the lions share of the work and engaging with the PRCA team.

Thanks for reading