Achieving Excellence: Milk & Honey’s Journey to CMS Accreditation Across Four Geographies

At Milk & Honey PR, we’ve always been committed to delivering the highest standards in public relations, both for our clients and for the amazing team that makes it all happen. As a result, we are incredibly proud to have achieved Communications Management Standard (CMS) accreditation in not one, but four geographies – making us the only PR agency in the world to hold this prestigious status across multiple regions.

This recognition doesn’t come easily. It’s the result of years of meticulous planning, continuous improvement, and a strong, unwavering commitment to best practices. What makes CMS so valuable is its rigorous, professional auditing process that scrutinises everything from client management and people development to communications and operational efficiency. And for us, this process has been transformative.

The Value of CMS Accreditation

The CMS is more than just a (Gold) badge of honour. It’s an ongoing commitment to excellence that holds us accountable to a set of standards that help us thrive, innovate, and most importantly, deliver results for our clients. For any business, achieving CMS accreditation demonstrates that a company has implemented well-considered strategies, processes, and systems that lead to high performance and consistency in delivery.

For us at Milk & Honey, it’s about ensuring that everything we do – from how we support and engage with our team to how we develop and execute client campaigns – is backed by solid, structured processes that guarantee success.

Best Practices in Action

The CMS examiners were incredibly thorough in their assessment, and their feedback reinforced many of the best practices we’ve worked so hard to establish over the years. One of the key areas they highlighted was our commitment to people management. We’ve invested heavily in the development and wellbeing of our team members, ensuring that they receive thorough inductions when they join and that there are clear exit processes should anyone move on. Exit interviews, in particular, are important to us, as they provide valuable insights which we share at board meetings to continuously improve the overall employee experience.

On client management, the feedback was equally positive. We have a variety of processes in place to ensure clients have full transparency on campaign development and delivery. This includes gathering insights via campaign evaluation templates, setting clear objectives from the outset, and tracking progress using a monthly risk profile. We also conduct quarterly NPS surveys to gauge client satisfaction, ensuring we stay aligned with their needs and expectations.

It’s also worth noting that the assessor appreciated our communication strategy. Whether internal or external, we have a clear, well-executed plan that includes regular e-newsletters, social media engagement, and our annual "People, Purpose, Planet Report," which details our efforts in sustainability, diversity, health and wellbeing, and mental health. These aren’t just initiatives – they’re part of a larger strategic framework that supports our global vision and purpose.

Global Perspective, Local Impact

Being a global agency presents its own set of challenges, but it also provides us with the unique opportunity to make a meaningful impact in multiple regions. Our CMS accreditation spans across four geographies – the UK, US, Germany, and the Singapore – and it’s this international dimension that really sets us apart. We don’t just adapt our strategies to local markets; we actively bring the best of our global practices to each individual region, ensuring we deliver value consistently, wherever we operate.

An annual face-to-face planning workshop for our global teams helps to ensure alignment and fosters a deeper sense of connection across borders, allowing us to not only plan for the year ahead but also reflect on our values and purpose as an agency.

Looking Ahead

Reaching CMS status in four geographies is just the beginning. For us, it’s a continued journey towards even greater heights. We’re committed to ensuring that our agency not only maintains but continuously evolves the processes that make Milk & Honey PR a leader in the industry.

As a proud member of the PRCA and an advocate for the highest professional standards, I’m excited to see how our industry continues to raise the bar. With CMS accreditation a central part of our agency’s ethos, we look forward to inspiring others to pursue excellence in everything they do, too.

At Milk & Honey, we know that to lead in PR, we must first lead by example. And with CMS, we’ve made sure we’re always pushing ourselves to be the best we can be.

About CMS and Matchmaker

CMS is open to corporate members of PRCA working in agencies and in house.  To find out more, reach out to carol.magill@prca.global for a initial 20 minute conversation. 

Matchmaker is the specialist agency search and selection intermediary service offered by the PRCA, specifically designed to assist businesses and brands in finding the right PR and Communications partner and it is completely free. All Matchmaker agencies must be accredited with the PRCA Communications Management Standard (CMS) – the hallmark of PR and communications excellence.

On 6^th March, for the first time ever, PRCA Matchmaker is hosting a one day event, NewBizFest25, focused on absolutely everything new biz. This one day event is going to be fast paced, engaging and filled with insights, tips and case studies to help drive agency growth and new biz success. Suitable for: Agency Founders, CEOs, Directors, Heads of Growth, Commercial Directors and New Business Directors. Open to PRCA members and non members.

Email debbie.little@prca.global for further details or click here.