The Communications Management Standard is given to PR and communications agencies and in-house departments that demonstrate excellence in practice. It combines industry specific criteria with elements of other accreditation schemes.

PRCA Assessor Carol Magill says, "A CMS accreditation from the PRCA is proof of a well-run PR team that has all the correct systems and structures in place and is committed to the development of its team. It acts as a quality kitemark and is a demonstration that clients are receiving a professional service from PR and communication specialists that are committed to excellence."

There are eight core areas on which organisations are judged: leadership and communication, business planning and business improvement, financial management systems, campaign and project management, client satisfaction, people management, and diversity.

Specsavers inhouse communications team effectively identified its market and consumers, before focusing on increasing market share and service offering in the community. "Their use of an editorial board was an example of best practice, as it brings together seamlessly the social, marketing, communications and PR leads and so assists collaboration, and embeds a proactive approach towards handling difficult areas and maximising opportunities,” adds Magill.

Jo Delbridge, PR director at Specsavers who led the team, says, “We are so proud to be the first CMS-accredited inhouse team in British retail. It was an exacting process but will stand us in good stead for years to come as it forced us to think about the processes and procedures that we have in place to produce quality public relations support for our brand.”