HI-TECH AGENCY RANKINGS 2002: Innovate to accumulate - 2001 wasrough, but this year is proving nearly as difficult as firms struggle toadd value not just to adapt to smaller budgets, but to win new clients

Is there anything left to say about the technology decline? Last year was brutal for most firms and tech practices - even those that had revenue growth. The closure of Niehaus Ryan Wong was emblematic of the industry's rise and collapse; layoffs were ubiquitous, and competition for new business became ferocious.

Is there anything left to say about the technology decline? Last year was brutal for most firms and tech practices - even those that had revenue growth. The closure of Niehaus Ryan Wong was emblematic of the industry's rise and collapse; layoffs were ubiquitous, and competition for new business became ferocious.

Talk of recovery focused on the first quarter of 2002, then the third quarter, and now, who knows? Tech PR practitioners have thrown away the Ouija board, and are focusing primarily on maintaining existing clients and winning new accounts.

More than halfway through 2002, the PR industry is shaking off that sense of overwhelming negativity and concentrating instead on how to better meet client expectations. Technology PR, like the industry it serves, must never stop innovating.

Big drops in revenues characterized the results for many agencies in 2001. Only three firms in the top 10 showed growth last year, including Waggener Edstrom, Porter Novelli, and Ketchum. Weber Shandwick Worldwide topped the table, even with its 27% drop to $90.6 million. Fleishman-Hillard, second in the rankings, fell almost 20% to $88 million.

Independents like The Hoffman Agency and Applied Communications managed to hold their own, as did FitzGerald Communications, which next year will be reported as part of Brodeur Worldwide following their merger. Brodeur itself dropped 25% to $39 million. Gallagher PR, which reported 49% growth, will also look different in the 2002 table, as it split into two separate agencies earlier this year.

Ogilvy PR experienced the biggest drop in the top 10, falling almost 50% from $57.2 million in 2000 to $28.6 million last year. A few standouts saw dramatic growth, but they were rare, and tended to be on the smaller side. Greenough Communications boosted its revenues by 114% to $6.1 million.

A&R Partners shot up 37% to $12.3 million.

What's new?

No one was sorry to see the end of 2001, but 2002 is proving to be tougher than some thought it would be. The slowdown seems to have leveled off for many firms, so next year's figures may not show such a dramatic change.

But many in technology PR have stopped watching to meter and have started to focus instead on developing new ways to meet client needs. This means more than repackaging of traditional offerings (although that certainly does happen), but actually taking a hard look at offerings and processes, and adding value to every dollar the client spends.

Of course, much of the effort is geared at winning new business. But innovation also serves to keep staff engaged, creative, and motivated, and provides opportunities to test new tools that can ultimately be integrated across practice areas. "The good thing about this period of recession is that innovation has become non-negotiable, says Chris Lewis, CEO of Lewis PR. "Companies don't innovate in a boom time - they don't need to."

Innovation in technology PR takes many forms, from new billing models to partnerships to applications of research. Many new ideas and formulas are starting to show themselves now, and some may not appear to be revolutionary.

But the point is that tech PR pros are not just hiding under their desks, but are trying to help clients better meet their shrinking budgets, and increasing expectations of internal audiences.

"We have to reassess every aspect of what we have done, says Tim Dyson, CEO of OneMonday Group. "The predisposition of tech PR to recommend the well-worn idea is something that needs to go. Technology needs to get more creative as a concept, needs to get in touch with the real customer more, and be open to the kinds of concepts that have been used in other areas of PR for decades. Dyson believes that working closely with clients on ways to generate sales is one key to new processes.

"You can't do business as usual anymore, agrees Ray Kotcher, CEO of Ketchum, explaining that innovation is a discussion that is happening across all the firm's practice areas. Ketchum recently announced a partnership with International Data (IDC) to launch ChannelEdge, a communications and intelligence strategy aimed at helping companies develop better relationships with sales partners. The program, created by global tech director Paul Rand, is a first for IDC in partnering with a PR firm, and represents the kind of strategic thinking about real client needs that is happening across the sector.

"You have to continue to innovate, to move forward, Kotcher explains.

"When the dust settles, the people who continue to innovate, to question and move in new directions, those organizations are going to be positioned to take advantage of the upturn when it happens."

Ketchum's alliance with IDC is just one example of how the industry is creating greater value for clients by partnering with other companies.

New alliances have been created to bring a full range of marketing capabilities to clients, identifying firms beyond just PR.

MSR Communications partnered with McArthur Design in June to address needs of its smaller, VC-funded clients to launch a branding campaign without a huge investment in a PR relationship. The alliance has created a package called The Basics, offering marketing tools, positioning sessions, and boilerplate materials for around $10,000.

Some partnerships are designed to shed light on corporate management issues. Neale-May & Partners has allied itself with research firm The Sausalito Group to help companies analyze their corporate structures.

The team did a survey of 150 different business managers for one organization to find out how effectively the organization was meshing together. Another agreement with Buzz Metrics provides clients with tracking data on online communities.

Agencies are investing in ways to reach across the marketing mix. McGrath/Power devotes one-third of its monthly budget to "alternative strategies, which could be a seminar series, a conference, customer panels, or CRM programs.

"We are actually sort of drifting more into the marketing side of things, says CEO Jonathan Bloom.

Ogilvy has also created networking opportunities, inviting clients, top-tier media, and analysts to come together in small groups with no agenda or press kits. Additional gatherings are planned in cities across the country, and as subsets of existing technology conferences.

Research projects are becoming more and more targeted to the information that clients need to reach their internal and external audiences, not just analyses of historical campaigns. Phil Greenough, president of Greenough Communications, spent years working on the corporate side for such companies as IBM and Lotus. The firm recently completed a research project to assess where marketing budgets had been cut, and how companies suffered from pulling back on that kind of investment. The information was designed to give clients and prospects the tools to make their case to CEOs about the importance of investing in PR.

"Having spent a long time as a client, I know that people need information from which to make decisions about the marketing mix and investment, Greenough explains. The firm also produced a mailer offering the research to thousands of marketing executives across the country, and has already had a few hundred requests for information in return.

A full range of services

"The biggest innovation in technology client service today is that we are doing a lot more than just product publicity these days, says Sheri Benjamin, president of Weber Shandwick Worldwide's US tech practice. "The unfortunate environment right now is giving us a very good opportunity to introduce the true nature of PR."

Benjamin and others note that as technology companies have matured, what they seek from PR firms has also evolved. Increasingly, she says, companies are looking to agencies to provide counsel on everything from IR to government relations to corporate reputation. Tech companies are still learning how their PR firms can help them manage these issues.

As a result, PR agencies have had to make sure that those capabilities are available to tech clients. Benjamin says that her job is to ensure that the agency's leading practice specialists are available to the tech clients when needed. This demands a greater level of collaboration within the agency, Benjamin says, because sometimes it takes expertise outside of the tech practice to identify opportunities.

Providing ongoing access to non-tech expertise reflects the changes in priorities for many technology companies. "We made a really conscious effort to provide clients with the full scope of services that we offer as Porter Novelli, says Steve Jursa, the agency's senior partner and global practice leader.

As part of Porter Novelli's "insights, ideas and impact approach, the firm looked for ways to provide greater value to existing relationships.

"The biggest example of that would be Hewlett-Packard, Jursa says. "We shifted several parts of that business from the technology sector to the consumer sector in New York. What they want is everything that you would expect from a consumer item sold in Wal-Mart."

The trend is also apparent in firms that are not global. Applied Communications launched what it calls "practice networks, allowing clients to access experts in IR, media relations, or analyst communications as needed, rather than having to keep them on an account team full time.

Some agencies, like Edelman, have reorganized internally to streamline processes and build direct client relationships regionally, by replacing its hierarchical structure with a global steering committee. The goal is to build a more open point-to-point network, so whether clients are tapping Edelman domestically or internationally, their accounts will be coordinated through the key person in each region. Carlo Crighton was hired in April to head up international operations and develop strategy across the network. Harry Pforzheimer, president of Edelman's Western region, says, "Every company or agency has to reinvent themselves every six months or every year."

Companies are also increasingly asking agencies how they can help drive sales. Five years ago, according to Jeremy Hartman, VP of corporate positioning with Citigate Cunningham, research focused on products. "Research five years ago was helping them understand what impact their product would have on the world, he says. "Today, research is based on existing customers."

In order to prove its commitment to and comprehension of sales challenges, LaunchSquad has pitched new clients by surveying 100 of the company's customers and prospects to find out how they are spending their money and why.

Schwartz Communications has created programs and networking opportunities for smaller clients through the formalization of its government relations practice. "Larger clients and companies that are leaders in their respective industries already have effective internal government relations apparatuses supporting their efforts, explains Jim Weinrebe, SVP. "But for emerging technology companies, there is clearly an educational process required so they are better aware of government relations and outreach as a key element to their business."

Value for money

Technology budgets continue to contract, and PR firms are finding ways to deliver more targeted services without overselling. "Some of the things we've ended up doing have a much tighter focus, says Neil Myers, president of Connect PR. The firm has structured billings to meet more restricted budgets, but it requires its clients to help out by being absolutely specific in their goals. Rather than trying to have meetings with 30 publications during a media tour, the firm will now develop programs to meet six or seven key media contacts - the ones that will drive sales.

Text 100 and parent OneMonday Group try to strike a balance between managing budgets and expectations. "We've had to try to budget relationships with clients and focus them much more on the actual deliverables from the programs, Dyson says. "You don't want to get into paying by results, but we want people to be much more focused on the outcomes."

Beyond the financial issues, agencies are challenged to take a fresh look at existing clients, to thwart the kind of staleness that could make a good client look elsewhere. Brodeur Worldwide has charged president Janet Swaysland with managing the agency's renewed focus on client service.

Since January 1, Swaysland has been auditing every account and team to evaluate the positive and negative components of each, as well as assess how the demands of clients reflect current trends.

"Looking across all clients, we could quickly spot patterns and see emerging trends, and innovate more quickly, Swaysland explains. Much of what companies want to know these days is how other companies are coping with issues like structure, measurement, and staffing. Brodeur's analysis gives them insights they can give clients, while maintaining confidentiality. "It's been a way for them to get a window into one another, she says.

As technology continues to innovate, so too must the PR practitioners that serve it. "And in good times or bad, the scientists, investors, engineers, and entrepreneurs - the beating heart of the technology industry for decades - are still in the game, read a July 2002 article in The New York Times.

"It is such people who push the technology ahead on its uncertain but inexorable journey towards a few, often unanticipated, markets that prove to be lucrative - despite the inevitable failures along the way."

1. WEBER SHANDWICK WORLDWIDE $90,613,120 - down 27%

Three words sum up Weber Shandwick Worldwide in 2001: Integration, consolidation, and reorganization.

Last year was a major test for WSW, a year after the merger of Shandwick International and The Weber Group. It's hard enough knowing all eyes are watching after a merger of that magnitude. But in such a depressed hi-tech PR environment, the stakes were even higher.

Led by Sheri Benjamin, the tech practice president in the US, the firm sought to help its clients get through the downturn while maintaining a level of breadth and depth - and intellectual capital - that cemented its position as hi-tech PR leader, at least in terms of revenue. WSW added new divisions of Agilent to its client list, along with Brocade Communications Systems. But it ended work with Kodak's information imaging division in 2001.

To cope with the weakness and uncertainty of the sector, WSW is addressing a broader array of client needs, including corporate reputation and issues management, crisis communications, branding and positioning, thought leadership, and competitive research. Now that corporate reputation bests hype more than ever, the firm is working to help its clients recognize the difference, and ensure that they achieve their business goals, and not just amass press clippings.

2. FLEISHMAN-HILLARD $88,020,000 - down 20%

As dot-coms started going the way of the dinosaur, Fleishman-Hillard sought to diversify it client base away from start-ups. And while its technology client base shrank by one-fifth due to the loss of internet start-ups and PC market leader Dell, Fleishman worked hard to strengthen relationships with other clients.

The agency, led by technology practice chairman Michael Busselen, worked harder to protect the reputations of top-tier tech clients such as Intel, Sun Microsystems, and Yahoo! Thanks to a variety of services, such as financial crisis counsel and support, public affairs, sales force communications programs, and internal communications, those and other companies were able to navigate the choppy waters of shrinking demand and capital investment.

Due to the lack of IT investment these days, Fleishman's next moves are predicated on what could be a very slow recovery. But the agency sees light at the end of the tunnel.

The adoption of next-generation technologies, such as new handheld devices, fuel cells, and broadband standards like WiFi, opened new client opportunities.

But the firm knows that the next wave of technology will build slowly, and while tech will always remain a vital industry, it won't revolutionize the way it did in the 1990s.

3. WAGGENER EDSTROM 56,685,000 - up 1%

For Waggener Edstrom, 2001 was a banner year. The firm signed more than 20 new clients, including Vignette and MasterCard, opened new offices in London and Austin, TX, and hired four new executives - all of which took the sting out of losing SAP.

The firm also moved into a new market: biotech. CEO and president Melissa Waggener had been exploring the possibility of getting into biotech and healthcare for the past few years, says VP Jenny Moede. After a year devoted to researching how best to jump into this emerging market, and not wanting to just apply its tech practice to biotech, the agency decided to start chasing drug companies, and has signed clients such as Biolab and Cortex Pharmaceuticals.

"It would have been a bit misdirected to go after the tech side of biotech, says Moede. "Right now, the hot spot is the drug side. We were more interested in the solutions being offered, and that's the drug side. It's what is closest to the patient."

And if the first half of this year is any indication, the rest of 2002 will bring more good news. The firm opened another office, this one in Stamford, CT, and signed new clients, including OutlookSoft and Applied Discovery.

4. HILL & KNOWLTON (BLANC & OTUS) $47,357,000 - down 13%

Blanc & Otus, the technology practice of Hill & Knowlton's, started off 2002 with the same problems it faced in 2001: budget reductions among clients, increased competition for new businesses with lower average monthly billings, and the decimation of the telecommunications sector that thrived in 2000 and early 2001.

But by focusing on business fundamentals such as cutting costs, streamlining operations, and consolidating offices, Blanc & Otus was able to minimize its contraction.

"I think we were fairly successful, although the economic situation made it all the more challenging, says president and CEO Greg Spector. "We hit all the challenges on (cutting costs and streamlining). And our focus on educating ourselves and keeping an eye on our industries was designed to help penetrate new markets. I think we did a good job there.

"And on increasing our productivity, it was just the nature of the work last year. We moved in new directions, made client extranets the standard, and encouraged our clients to adopt multimedia news releases."

And while the firm lost the business of E.piphany in the US, and TiVo, it has made up for that with more than a dozen new clients, including Sony Computer Entertainment America and Alphabox.

5. PORTER NOVELLI $41,862,000 - up 5%

Porter Novelli knew something wasn't quite right when other PR firms started chasing dot-coms like groupies. Under the guidance of Steve Jursa, senior partner and global tech practice leader, Porter Novelli recognized the risks, and took steps that enabled it to survive the hi-tech downturn.

"We were cautious about taking on dot-coms or venture-funded companies that did not have a sound business plan, says Jursa. "Lots of agencies repositioned themselves as dot-com agencies. But that's not to say we didn't have dot-com clients."

And while the firm saw a few companies such as Novell and Polycom take their business elsewhere, it picked up new clients in 2001, and this year added some more, including Peoplesoft and Plantronics. It also strengthened relationships with clients such as Hewlett-Packard, EMC, and Qualcomm by focusing its PR efforts globally, and providing brand and reputation management, investor relations, crisis management, and lead generation.

And while economic confidence and the stock market have seen better days, Jursa said Porter Novelli's tech practice remains focused on providing services its clients need, including stronger investor relations, and corporate and employee communications.

18. A&R PARTNERS $12,350,475- up 37%

As the frenetic pace of hi-tech PR slowed, A&R Partners used that as an opportunity to invest in training, process improvements, professional development, and new services. One new service the firm found particularly gratifying was demand generation.

"This is not something we were directly involved with in the past, says president and managing partner Bob Angus. "But our clients were working hard to generate sales, so we focused on how we could help. One area where we had success was radio promotions. These were particularly popular around the holidays, and helped with market positioning efforts.

They were regional in nature, so we were able to use radio promotions, such as product giveaways, and see how that impacted sales. Because at the end of the day, PR programs have to help the bottom line, and help your clients do business."

A&R Partners lost clients such as Epicor and Latitude, but made up for it with higher-profile accounts from Adobe Systems and Interwoven.

The agency intends to stay essential to its clients' marketing needs by building its training programs in market context and other skill areas.

20. APPLIED COMMUNICATIONS $10,379,000 - up 7%

The loss of Oracle's business is not the blow that many think it to be. Applied Communications was extremely open about Oracle's decision to move its PR in-house, and worked hard last year to replace that loss with top technology companies, and to refine its communications research offerings.

The firm, led by president and CEO Alan Kelly, did just that. BEA Systems and VeriSign signed on, while Applied also rolled out a number of new practice networks focusing on policy communications, and analyst and media relations. The agency pooled together a team of staff members skilled in specific practices - such as media and analyst relations - to make their expertise available to all accounts. This group complemented the account teams already in place. So an account team working with a client who has little need for AR can call upon the AR expertise of the cross-client team when needed.

But Applied recently lost one of its top executives, SVP and partner Tim Marklein, who went to Hewlett-Packard as its new director of corporate media relations. Replacing Marklein's expertise will be on the firm's list of challenges for this year.

As with most hi-tech PR firms, the downturn remains the biggest challenge.

But with clients such as HP and Veritas, Applied believes it is well positioned to ride out the downturn, and end 2002 on a positive note.

65. ATOMIC PR $1,712,000 - up 35%

Last year was a mixed bag for AtomicPR. Because of the economic downturn that is pummeling hi-tech companies, the San Francisco firm had to shutter its fledgling offices in the Pacific Northwest and Southern California. AtomicPR also saw the loss of accounts such as Sigaba and Generic Media, both of which decided to bring their PR efforts in-house.

Yet despite those hurdles, Atomic met its goal of growing revenue by a third in 2001, which it did, from $1.3 million in 2000 to $1.85 million in 2001. Seven new client wins, including Hitachi Data Systems and Actional, helped make that goal a reality.

But whether that goal is reasonable or reachable this year remains to be seen. This year "has been erratic, with monthly revenue swinging more dramatically than last year, and unpredictable client budgets across the board, says CEO Andy Getsey. "PR budgets at the vast majority of technology companies are significantly down, if not slashed. The present conditions pose a serious challenge for all tech PR firms, as well as opportunities for firms that can produce significant business-driving results at reasonable costs, and still generate profit."

67. ARMSTRONG KENDALL $1,692,154 - up 32%

Armstrong Kendall managed to ride out the dot-com collapse by not chasing dot-com clients in the first place.

"We chose to stay out of the dot-coms, says principal Abbie kendall, "because if they couldn't explain to us how they were going to make money, how could we explain that to the media? So she and co-principal Jean Armstrong focused on attaining new clients and maintaining its three-year record of growth. The firm also moved into the design-for-test and charge-couple markets. With new clients such as Teseda and SITe, and no client losses to report, that strategy appears to be paying off.

"Knowing the economy was the way it was, we've been pretty aggressive in managing our expenses, says Armstrong. "Some of our competitors are in very fancy digs, and that costs money. So before we spend money on something, we make sure we need it.

We just moved into new offices, but we put off remodeling. That has really helped us maintain our bottom line."

Now, Armstrong Kendall is expanding strategically. The firm recently opened its first office in Silicon Valley, in anticipation of future growth stemming from that region.

107. LANE MARKETING $804,690 - up 58%

Despite a tough year for tech PR firms, Lane Marketing's technology practice grew by nearly 60% in 2001, thanks to a delicate balancing act.

"We've always been a diverse agency, says president Wendy Lane. "We're one-third b-to-b, one-third consumer, and one-third hi-tech. When tech got so hot in 1999, we wondered if we could keep the balance. But we did keep it, which in hindsight was a good idea. Through an aggressive marketing campaign, the firm made a concerted effort to win business outside of the Portland, OR region, where it is headquartered. New clients included CashTech in LA.

But the tough times are not over, despite new accounts like SAS Performance Management. Lane predicts that the agency will continue its history of consistent growth, albeit smaller this year (about 10%), since it did break into new markets such as telecoms and wireless with Cricket Communications, Encompass Teleservices, and EEI Solutions. However, Houston-based Encompass brought its PR in-house, and EEI also withdrew its business as its parent company consolidated PR firms.

Lane compensated by strengthening its consumer practice, and by moving into the government sector.

Rank  Agency Name                  Healthcare Income (dollars)  Change
2001                                        2001          2000       %
1     Weber Shandwick Worldwide       90,613,120   124,123,327     -27
2     Fleishman-Hillard               88,020,000   109,551,000     -20
3     Waggener Edstrom                56,685,000    56,162,000       1
4     Hill & Knowlton                 47,357,000    54,350,000     -13
5     Porter Novelli                  41,862,000    39,940,100       5
6     Brodeur Worldwide               39,600,000    53,500,000     -26
7     Edelman Public
      Relations Worldwide             37,646,937    56,522,835     -33
8     Ketchum                         31,545,000    30,323,000       4
9     Schwartz Communications         30,375,804    33,185,571      -8
10    Ogilvy Public
      Relations Worldwide             28,678,821    57,220,000     -50
11    Burson-Marsteller               28,083,000    43,742,000     -36
12    Golin/Harris International      26,620,590    45,716,742     -42
13    FitzGerald Communications       22,829,998    21,441,162       6
14    Ruder Finn Group                19,821,000    26,155,000     -24
15    GCI Group/APCO Worldwide        15,755,601    20,857,652     -24
16    Text 100 Public Relations       15,004,479    13,003,773      15
17    MS&L                            13,765,470    20,297,669     -32
18    A & R Partners                  12,350,475     9,000,300      37
19    Publicis Dialog                 12,119,745    11,532,939       5
20    Applied Communications          10,379,000     9,695,000       7
21    The Hoffman Agency              10,300,000    10,300,000       0
22    Neale-May & Partners             9,651,765    15,044,000     -36
23    Horn Group                       9,557,000    10,082,000      -5
24    Morgen-Walke Associates          8,155,000           N/A     N/A
25    KCSA Public Relations            8,000,000     9,000,000     -11
26    Cohn & Wolfe                     7,691,000     7,714,000    -0.3
27    Phase Two Strategies             6,811,865     8,096,732     -16
28    PR21                             6,327,346     9,630,823     -34
29    Greenough Communications         6,114,000     2,850,000     115
30    Access Communications            6,070,000     8,014,000     -24
31    Lippert/Heilshorn
      and Associates                   6,021,364           N/A     N/A
32    The MWW Group                    6,005,003    16,453,208     -64
33    Gallagher PR                     5,853,795     3,920,911      49
34    Magnet Communications            5,705,000    10,864,000     -47
35    Eastwick Communications          5,700,707     6,928,338     -18
36    Sterling Communications          5,600,000     6,700,000     -16
37    Pan Communications               5,470,620     6,672,000     -18
38    Stanton Crenshaw Communications  5,160,000     4,383,068      18
39    Middleberg Euro RSCG             4,865,145    10,513,230     -54
40    Connect Public Relations         4,427,525     4,847,188      -9
41    Merritt Group                    4,400,000     4,300,000       2
42    Walt and Company Communications  3,974,408     4,932,925     -19
43    Outcast Communications           3,900,000     4,700,000     -17
44    Bohle Company                    3,848,020     6,533,012     -41
45    O'Keeffe & Company               3,653,387     4,148,940     -12
46    Shelton                          3,603,226     2,796,362      29
47    Metzger Associates               3,160,136     4,740,972     -33
48    McGrath/Power Public Relations   3,080,003     4,022,279     -23
49    The Bernhardt Agency             2,880,000           N/A     N/A
50    Voce Communications              2,861,736     1,841,109      55
51    Duffey Communications            2,809,865     2,701,793       4
52    Dittus Communications            2,670,500           N/A     N/A
53    Switzer Communications           2,607,534     2,546,460       2
54    MPRM Public Relations            2,506,000     2,722,931      -8
55    McClenahan Bruer Communications  2,500,000     2,300,000       9
56    Spring O'Brien & Co.             2,451,045     2,127,376      15
57    PepperCom                        2,347,658     3,710,182     -37
58    Carter Ryley Thomas              2,239,136     2,526,939     -11
59    Big Sky Communications           2,202,742     1,657,931      33
60    Makovsky & Company               2,166,000     2,665,000     -19
61    Bender/Helper Impact             2,104,031     2,669,952     -21
62    Paine PR                         2,100,026     3,187,703     -34
63    Pierpont Communications          1,795,277     1,341,842      34
64    Gogerty Stark Marriott           1,718,309     1,629,358       5
65    AtomicPR                         1,712,000     1,270,000      35
66    Ashton Partners                  1,698,030     1,277,636      33
67    Armstrong Kendall                1,692,154     1,277,177      32
68    Qorvis Communications            1,652,233           N/A     N/A
69    Padilla Speer Beardsley          1,555,861     2,239,315     -31
70    M Booth & Associates             1,542,249     1,899,922     -19
71    Marenghi Public Relations        1,500,500     1,941,000     -23
72    Gibbs & Soell                    1,477,300     1,856,100     -20
73    Morrissey & Company              1,475,055       944,843      56
74    CKPR                             1,468,000       710,000     107
75    Rowland Communications
      Worldwide                        1,454,600     4,479,000     -68
76    Thorp & Company                  1,414,231     1,020,321      39
77    Eric Mower and Associates        1,400,000       150,000     833
78    Airfoil Public Relations         1,312,865           N/A     N/A
79    Ackermann PR                     1,300,588     2,534,701     -49
80    Jasculca/Terman and Associates   1,289,304     1,226,434       5
81    Cone                             1,276,947     2,768,639     -54
82    Creative Response Concepts       1,265,150     1,215,609       4
83    NYPR Marketing and
      Public Relations                 1,262,428     1,420,281     -11
84    Sacunas & Saline                 1,259,103       367,220     243
85    BRW LeGrand                      1,220,810       900,000      36
86    INK inc. Media Relations/PR      1,197,588           N/A     N/A
87    The Rasky/Baerlein Group         1,154,519       939,673      23
88    Vollmer                          1,129,471     2,600,149     -57
89    Corporate Ink Public Relations   1,095,193     1,107,910      -1
90    HLB Communications               1,060,735     1,572,956     -33
91    Triad Communication              1,037,592     1,379,556     -25
92    Bite Communications              1,033,980       676,608      53
93    Sawchuk Brown Associates         1,010,000           N/A     N/A
94    G.S. Schwartz & Company          1,000,000     2,400,000     -58
95    Lewis                              981,261           N/A     N/A
96    Dome Communications                980,000       845,000      16
97    Michael James & Co.                961,245     1,071,518     -10
98    Schenkein                          922,742       280,350     229
99    Bates Churchill
      Public Relations                   881,515       705,000      25
100   MSR Communications                 876,788       771,919      14
101   TateAustin Public Relations        875,000           N/A     N/A
102   JMC Marketing
      Communications & PR                856,316       520,999      64
103   Catapult PR-IR                     848,000       800,000       6
104   Kupper Parker Communications       847,199       764,608      11
105   Cushman/Amberg Communications      825,000           N/A     N/A
106   Dovetail PR                        822,899       874,548      -6
107   Lane Marketing Communications      804,690       509,758      58
108   Saphar & Associates                779,026       709,542      10
109   Bader Rutter & Associates          750,000       832,197     -10
110   CooperKatz & Company               713,458           N/A     N/A
111   LaunchSquad                        678,000       622,000       9
112   PRX                                668,300       903,631     -26
113   Nichol & Company                   660,406           N/A     N/A
114   Optimum Public Relations           654,000       886,000     -26
115   Maxwell PR                         650,000           N/A     N/A
116   Techcom Partners                   635,113       618,759       3
117   Marx Layne & Company               613,301           N/A     N/A
118   Vorhaus & Company                  588,326           N/A     N/A
119   Patrice Tanaka & Company           579,208       649,000     -11
120   Equals Three Communications        552,565       328,139      69
121   The Kamber Group                   520,000           N/A     N/A
122   HSR Business to Business           517,200       481,300       7
123   Strategic Objectives               515,735       595,866     -13
124   The Weiser Group                   510,000       875,000     -42
125   Morningstar Communications
      Company                            501,313        89,800     458
126   LandersMadden                      500,000           N/A     N/A
127   Conkling, Fiskum & McCormick       494,720       337,517      47
128   Stratacomm                         470,451       287,007      64
129   The Ruth Group                     440,500           N/A     N/A
130   Barkley Evergreen & Partners       433,442       356,538      22
131   Imada Wong Communications Group    430,000       250,000      72
132   McNeely Pigott &
      Fox Public Relations               422,525       594,584     -29
133   McKie-Headstrom PR                 419,000       203,000     106
134   Plesser Associates                 415,500       324,807      28
135   DCS Group                          411,847       499,191     -18
136   Andrea Obston Marketing
      Communications                     400,000       300,000      33
137   Schneider & Associates             387,557       781,984     -50
138   The Bivings Group                  386,500       547,800     -29
139   Hope-Beckham                       386,484     1,083,671     -64
140   Edward Howard & Co.                382,600       705,000     -46
141   Lovio George                       375,886       422,009     -11
142   Jack Horner Communications         369,756       339,932       9
143   IMRE Communications                369,437           N/A     N/A
144   DW Turner Public Relations         363,710        32,680    1013
145   Rogers & Associates                351,242     1,237,890     -72
146   Linhart McClain Finlon PR          317,214       796,835     -60
147   Bishoff Solomon Communications     307,788       457,123     -33
148   Fletcher Martin Ewing PR           300,000       300,000       0
149   The Headline Group                 276,214       521,711     -47
150   Siddall Matus & Coughter           269,488           N/A     N/A
151   Carmichael Lynch Spong             263,000       883,000     -70
152   Collins & Company                  256,042           N/A     N/A
153   John Bailey & Associates           240,000       620,881     -61
154   Katcher Vaughn &
      Bailey Communications              232,000       223,000       4
155   Emmanuel Kerr Kilsby               200,000       400,000     -50
156   Southard Communications            200,000           N/A     N/A
157   Richard French & Associates        193,818       222,897     -13
158   Bliss Gouverneur & Associates      193,000           N/A     N/A
159   Bianchi Public Relations           191,956       131,863      46
160   Thomas Rankin Associates           191,796           N/A     N/A
161   Jacobs & Prosek Public Relations   191,273       407,963     -53
162   Durazo Communications              182,855           N/A     N/A
163   MGA Communications                 172,996       219,059     -21
164   Caponigro Public Relations         164,879       145,250      14
165   Jackson Spalding                   163,980           N/A     N/A
166   PRStreet                           160,000       180,600     -11
167   The Standing Partnership           148,793       267,908     -44
168   Valencia Perez & Echeveste         143,050       192,000     -25
169   Scott Peyron & Associates          142,815       169,161     -16
170   LaBreche Murray                    141,000           N/A     N/A
171   Levenson Public Relations          136,730       273,906     -50
172   Ward Creative Communications       136,459           N/A     N/A
173   Paul Werth Associates              122,410           N/A     N/A
174   The Phelps Group                   120,000       952,000     -87
175   BCF&M                              116,494           N/A     N/A
176   Rossman Martin & Associates        113,104           N/A     N/A
177   Zeppos & Associates                102,820       214,165     -52
178   Berry Associates
      Public Relations                    98,825       117,509     -16
179   Slay Public Relations
      (formerly Martin Public Relations)  90,465           N/A     N/A
180   Goff & Howard                       90,000        62,000      45
181   Praco Public Relations &
      Advertising                         90,000        30,000     200
182   Dublin & Associates                 82,366       146,638     -44
183   Toplin & Associates                 69,000       210,000     -67
184   Dye, Van Mol & Lawrence             65,755       171,644     -62
185   Gerbig, Snell/Weisheimer            60,000       200,000     -70
186   Marcus Thomas                       59,233       268,632     -78
187   Rosica Mulhern - Strategic
      Public Relations                    55,570        55,550    0.04
188   Brotman Winter
      Fried Communications                42,000        42,000       0
189   Millennium Communications           41,201           N/A     N/A
190   Public Relations Network            35,464       211,691     -83
191   L.C. Williams & Associates          35,320           N/A     N/A
192   Tellem Worldwide                    35,000           N/A     N/A
193   Widmeyer Communications             30,000           N/A     N/A
194   Seyferth Spaulding Tennyson         29,730         2,694    1004
195   Smith & Harroff                     26,360           N/A     N/A
196   The DeMoss Group                    21,000           N/A     N/A
197   Hyde Park Communications            17,000           N/A     N/A
198   The JB Cumberland Group             10,970        59,494     -82
199   Reputation Management
      Associates                          10,000           N/A     N/A
200   Anne Klein & Associates              5,800        20,400     -72
SOURCE: PRWeek/Council of PR Firms Agency Rankings 2002
DISCLAIMER: No audit was required for inclusion in the rankings. While
every effort has been made to ensure the accuracy of these figures,
PRWeek cannot accept liability for, nor make financial guarantees based
upon, the information in these charts.

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