Specsavers PR first to win industry leading accreditation

Specsavers in-house PR department, led by PR Director Jo Delbridge, has become the first retailer in the UK to be awarded a top industry accreditation by the Public Relations and Communications Association (PRCA).
The Communications Management Standard is the hallmark of PR and communications excellence and is the only globally recognised quality certification for PR and communications agencies and inhouse departments. It combines elements of other leading accreditation schemes, notably iSO and Investors In People, with criteria specific to the industry.

Organisations are assessed on eight core areas, including leadership and communication; business planning and business improvement; financial management and systems; campaign and project management; client satisfaction; people management; and diversity.

PRCA Assessor Carol Magill commented: “A CMS accreditation from the PRCA is proof of a well-run PR team that has all the correct systems and structures in place and is committed to the development of its team. It acts as a quality kitemark and is a demonstration that clients are receiving a professional service from PR and communication specialists that are committed to excellence.”

Ms Magill says that Specsavers submitted a very good entry to receive their accreditation: “The evidence provided by the Specsavers PR team was robust, coherent and comprehensive, while the level of detail was exacting

Their use of an editorial board was an example of best practice, as it brings together seamlessly the social, marketing, communications and PR leads and so assists collaboration, and embeds a proactive approach towards handling difficult areas and maximising opportunities
This is an inhouse communications team who know their market and consumers and are focused on increasing their market share, while recognising that their organisation is offering a service for and in the community.”
Specsavers PR Director Jo Delbridge was delighted with the result, which she attributed to a huge team effort to help draw together all the necessary evidence to satisfy the various criteria.
We are so proud to be the first CMS-accredited inhouse team in British retail.
It was an exacting process but will stand us in good stead for years to come as it forced us to think about the processes and procedures that we have in place to produce quality public relations support for our brand. It will also help with all future training and development of our PR professionals and acts as a signpost for quality recruitment.
I can’t thank my team enough for all the hard work they put into this – it is a tribute to their expertise and experience and the collaboration we have with the wider Marketing Department.

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