PRCA Consultancy Management Standard and the PR QUALITY mARK

Introducing the PR Quality Mark

A modernised standard for quality, integrity and business excellence in Ireland’s communications agencies.

As part of our continued commitment to raising standards across Ireland’s communications industry, we are pleased to introduce the PR Quality Mark. This will become the new standard of excellence for Ireland’s communications industry, integrating the globally recognised Consultancy Management Standard (CMS) with additional criteria designed to the profession in Ireland.

Why this matters
Since its introduction in 1998, the CMS has stood as the global quality mark for PR and communications consultancies. The most recent version, CMS IV (2022), brought valuable updates around sustainability, inclusion, and digital transformation.
As our industry evolves with new technologies and changing client demands, member feedback has made it clear that the CMS must do more to provide value, relevance and impact for Irish consultancies.

Our goal

By introducing the PR Quality Mark the PRCA aims to:

  • Revitalise the standard so it remains the trusted benchmark for best practice and ethical conduct.
  • Localise the framework to reflect Irish legal, regulatory and market requirements.
  • Rebrand the programme to strengthen recognition and understanding among clients and the wider public.
  • Enhance the audit process to provide more meaningful and actionable feedback for members.
  • Expand access through a new, tiered structure, including a tailored pathway for sole traders.

What You Receive, Upon successful completion of the audit, members are awarded:

  • A dual certification of both the CMS and the new PR Quality Mark
  • An official PRCA Certificate
  • The PR Quality Mark logo and the CMS certified logo for use across the website, proposals, and email signature
  • A detailed findings letter from independent auditors
  • The PR Quality Mark and CMS logo can be prominently displayed as a visible endorsement of your accredited status.

The CMS
The Consultancy Management Standard (CMS) is an independent audit process through which consultancies are assessed against recognised benchmarks of best practice across the PR and communications industry. The CMS is developed by the International Communications Consultancy Organisation (ICCO), the global representative body for PR consultancies, and has been adapted by PRCA Ireland to reflect Irish regulations, market practices, and professional standards. An independent audit is carried out every three years for recertification.

PR Quality Mark

To compliment the CMS certification the PRCA is introducing the PR Quality Mark, a badge of excellence awarded to consultancies that have successfully completed the independent CMS audit.
Accredited by PRCA, the representative body for Ireland’s leading PR consultancies, and aligned with global standards, the Quality Mark provides independent, third-party validation that a consultancy operates to the highest international standards. It is your assurance that the consultancy you choose has been rigorously assessed across all core areas of business performance, including leadership, financial and people management, business planning, campaign delivery, client satisfaction, ethics, and sustainability.
The PRCA will be actively promoting the PR Quality Mark and the consultancies that achieve it, ensuring strong visibility across the industry and reinforcing its position as a recognised benchmark of excellence.

The Audit & Assessment Process 

To prepare for the CMS review, members are encouraged to carefully review the following guidance documentation and compile all required information. This revised CMS IV includes updates on sustainability, inclusion, digital transformation and a local annexe. Once ready, members should contact Susan Kelly of GSW Faulkner Orr (Audit & Assurance) Limited to agree on a suitable date for assessment. The CMS review typically takes one day to complete and may be conducted either remotely or in person.

Contact:
susankelly@ksifo.ie | +353 (0)1 254 7000

Cost:

€1,500 + VAT (Standard)

€1,200 + VAT (Sole Traders).
The CMS guidance is refined for sole traders please contact us for a sole trader version.

Why it matters to clients

  • Choosing a PRCA Quality Mark consultancy means you are working with a partner that has been independently assessed against rigorous international standards.
  • Confidence in quality, governance and ethical practice
  • Assurance of compliance with Irish and EU regulations
  • Proven standards in client service and campaign delivery
    A trusted, credible partner for your organisation.

 Why Achieve the PR Quality Mark?

  • Gain a Competitive Edge

    Position your consultancy as a trusted, high-quality provider by achieving independent accreditation and earning the PR Quality Mark or CMS certified logo.
  • Strengthen Public Sector Credentials

    Demonstrate recognised standards that support procurement requirements. The Office of Government Procurement (OGP) acknowledges the CMS accreditation as a valuable qualification in tendering processes.
  • Build Client Confidence

    Provide assurance to clients and prospects that your consultancy has been independently audited and operates to the highest professional, ethical and operational standards.
    Stand Out in the Industry
    Differentiate your consultancy with a recognised mark of excellence in Irish PR and communications.
  • Drive Business Performance

    Use the CMS framework as a practical tool to assess, benchmark and continuously improve your organisation’s operations and performance.
  • Enhance Team Confidence and Culture

    Demonstrate your commitment to high standards, governance and professional integrity, supporting a strong internal culture of accountability and development.