Among all the talk of professionalism and raising of standards in the public relations industry, there has been one initiative that stands out as a serious, tangible and effective contribution. Under the PRCA’s CMS, all members are required to meet and be reassessed for every two years. Informed by ISO9000 and Investors for People, CMS is a pragmatic management standard relevant to the public relations industry. Many other national PR consultancy organisations are looking seriously at adopting the principles and assessment style of CMS.