Purple Tree Communications, a female-founded, independent PR agency, has become the first agency in the UK to be awarded the PRCA CMS Go accreditation, a newly launched best-practice standard developed specifically for small agencies.
The Communication Management Standard (CMS) is the only globally recognised best-practice accreditation for PR and communications agencies. Developed by the Public Relations and Communications Association (PRCA), CMS assesses agencies across nine key areas, including Leadership and Communication, Business Planning, Financial Management, Client Satisfaction, People Management, Campaign Delivery, and Equity.
In 2025, the PRCA introduced CMS Go, a streamlined version of the accreditation designed specifically for boutique agencies with ten or fewer employees. CMS Go maintains the same rigorous standards of quality and ethics while recognising the distinct operational needs and challenges of smaller firms.
Carol Magill, Head of PRCA CMS, commented:
“Congratulations to Purple Tree Communications and thank you to Natalie and her team for helping pilot this new approach to our accreditation. Their commitment to excellence and transparency has not only strengthened their business but also set a new benchmark for small agencies across the UK. As the first CMS Go-accredited agency, they are leading the way in showing that size is no barrier to world-class practice.”
Natalie Geraghty, Director of Purple Tree Communications, added:
“CMS Go proves that being small has never limited our ambition or the quality of our work. This accreditation shows the industry that excellence isn’t exclusive to large agencies; it’s driven by values, standards, and the determination to deliver outstanding results, no matter your size.
As a small specialist consultancy that supports businesses within the infrastructure sector, it can sometimes feel like the work we do behind the scenes goes unseen. CMS Go has changed that and recognises that smaller teams can deliver work every bit as rigorous, ethical, and impactful as the biggest players in our industry.”
The CMS process involves a detailed self-assessment of more than 35 operational areas, helping agencies ensure their businesses are built on principles of fairness, accountability, and transparency.
With over 5,800 PR agencies in the UK, and nearly 90% employing fewer than ten people, CMS Go is a significant step toward raising industry standards at all levels. The PRCA believes that stronger, more accountable agencies lead to better client outcomes, increased trust, and ultimately, more impactful communications for brands and organisations.
