News & Views

Freshfield has achieved the coveted Consultancy Management Standard (CMS) – the gold standard of service for the PR industry, only weeks after joining its awarding body.

The CMS is an independently-audited set of eight tests which a consultancy must pass as a member of the Public Relations Consultants Association (PRCA). It combines elements of ISO 9000 and Investors in People with criteria specific to the public relations industry.

In October, Freshfield joined some of the UK’s most successful PR businesses by becoming a member of the PRCA.

Within six months of joining the trade association, all members are audited for the PRCA’s CMS.

Freshfield scored 93 per cent in its audit which covered leadership and communication; business planning; business improvement; financial systems; campaign management; client satisfaction; new business; and people management.

Freshfield managing director, Simon Turner, said: “We have always been committed to running Freshfield as a professional organisation with robust systems and procedures and it’s great we have been officially recognised.

“It’s a huge confidence boost to the consultancy and also to clients who can feel safe in the knowledge Freshfield is a business committed to excellence.”

Francis Ingham, chief executive, PRCA said: “Well run businesses consistently deliver the results clients are looking for. The Consultancy Management Standard was developed specifically to ensure that PRCA members have the systems and structures in place to meet and exceed clients’ expectations. The standard has been so successful that is has now been adopted in 11 countries around the world.”

Freshfield is one of over 200 PRCA members based throughout the UK, the first PR consultancy from Lancashire to join the group and only the 11^th member in the North West.

What does this mean for Freshfield, its clients and staff?

• Clients will have peace of mind that they are buying a professional service from a PR consultancy that’s committed to excellence.
• Clients will have the assurance that all CMS-accredited PR agencies are well-run businesses that adopt best practices in all areas of their organisation.
• It’s proof we have a well-run business, with all the correct systems and structures in place.
• It demonstrates to our staff we have a real commitment to their development.

Simon Turner added: “While we have passed with flying colours, we cannot rest on our laurels. There are a number of PRCA recommendations which we will implement in 2011, strengthening our business.

“Accredited consultancies are continually assessed and have a formal review every two years, where they are rigorously tested by an independent auditor. The team is really proud to have gained the CMS in such a short space of time and the result is testament to the fine bunch of people we have in place at Freshfield.”