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Communications & New Media May 2017 I Vol. 31 No. 5 2017 PR RANKINGS ISSUE PR FIRMS RANKED BY ANNUAL GROWTH, NET FEES, SPECIALTY & GEOGRAPHY RANKINGS OF TECHNOLOGY & HIGH-TECH PR FIRMS, PG. 26 FINANCIAL PR & INVESTOR RELATIONS FIRMS RANKED, PG. 30 O’DWYER’S RANKINGS OF TOP HEALTHCARE PR FIRMS, PG. 36 TRAVEL, TOURISM & ECONOMIC DEVELOPMENT RANKINGS, PG. 39 PROFESSIONAL SERVICES PR FIRMS RANKED, PG. 40 O’DWYER’S RANKINGS OF FOOD & BEVERAGE PR FIRMS, PG. 41 PR drives first quarter growth for conglomerates. FTC puts influencers in the regulatory crosshairs. Why executive commentary on social media matters. Tech firms focus on social media, content development. Profiles of top-ranked public relations firms. May 2017 | www.odwyerpr.com Vol. 31. No. 5 MAY 2017 EDITORIAL HEALTHCARE PR THRIVES IN UNCERTAIN TIMES FTC PUTS INFLUENCERS 6 32 IN THE CROSSHAIRS O’DWYER’S RANKINGS OF 8 HEALTHCARE PR FIRMS PR DRIVES Q1 GROWTH FOR CONGLOMS 36 O’DWYER’S RANKINGS 8 ADDING VALUE TO 9 OF PR SPECIALTIES INTEGRATED COMMS 10 38 TEN PEOPLE DETERMINE PR INDUSTRY MAKES YOUR VALUATION 12 42 THE MOST OF CHANGE SOCIAL MEDIA NEEDS EXEC COMMENTARY O’DWYER’S RANKINGS OF MAJOR US PR FIRMS 14 50WWW.ODWYERPR.COM BRAND LESSONS FROM 50 Daily, up-to-the-minute PR news THE CHICAGO CUBS LEADING GAINERS 16 AMONG PR FIRMS CAUGHT IN THE FAKE 52 NEWS CROSSHAIRS O’DWYER’S REGIONAL 18 RANKING OF PR FIRMS TECHNOLOGY PR: A TALE OF TWO COASTS 54 20 PEOPLE IN PR PR NEEDS A NEW DEFINITION 56 22 PROFILES OF RANKED TECH FIRMS FOCUS ON PR FIRMS SOCIAL MEDIA, CONTENT 58 EDITORIAL CALENDAR 2017 January: Crisis Comms. / Buyer’s Guide 24 WASHINGTON REPORT February: Environmental & P.A. O’DWYER’S RANKINGS March: Food & Beverage OF TECH PR FIRMS April: Broadcast & Social Media 84 May: PR Firm Rankings 26 COLUMNS June: Global & Multicultural FIRMS NAVIGATE PROFESSIONAL DEVELOPMENT July: Travel & Tourism NEW REGULATIONS 82 Fraser Seitel August: Financial/I.R. 28 September: Beauty & Fashion O’DWYER’S RANKINGS FINANCIAL MANAGEMENT October: Healthcare & Medical OF FINANCIAL PR FIRMS 83 Richard Goldstein November: High-Tech 30 December: Entertainment & Sports ADVERTISERS 5W Public Relations .......................................5 Konnect Agency ..........................................45 rbb Communications ...................................23 Bliss Integrated Communication .................21 KYNE ...........................................................17 Sitrick and Company ...................................61 Cooney Waters Unlimited ............................37 LavoieHealthScience ...................................33 Sloane & Company ......................................65 Crosby .........................................................47 Lou Hammond Group ..................................15 Fahlgren Mortine .........................................19 Marketing Maven ...........................................2 Spark .............................................................3 Gregory FCA ...............................................29 Omega World Travel ...................................77 Spectrum .....................................................35 ICR ...............................................................31 Padilla ..........................................................53 Strauss Media Strategies ..............................8 inVentiv Health Communications .................49 PAN Communications ...................................7 Joele Frank ..................................................11 Peppercomm ...............................................27 TV Access ...................................................82 Kekst ............................................................57 Racepoint Global .........................................25 W2O Group .................................................88 O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. EDITORIAL Digital “Webby Awards” honors PR firms’ work he International Academy of Digital Arts and Scientists, a 21-year-old organization that drew 13,000 entries to its “Webby Awards” this year, has added a category that recognizes EDITOR-IN-CHIEF Tthe work of PR firms. Jack O’Dwyer IADAS acknowledges that “PR” firms can have as much prowess in video and digital media [email protected] as ad agencies. Gaining the attention of consumers in an information-drenched society often requires sound, motion and plenty of creativity. The organization takes entries from websites, film and video, commercials, mobile sites and apps, social media and digital audio. While text ASSOCIATE PUBLISHER can be powerful, companies are finding that video and digital are necessary to gain the public’s John O’Dwyer attention. [email protected] IADAS picked four efforts for its new “PR Category” that show the work of two PR firms and two ad/PR operations. Edelman was nominated for “Best Influencer Endorsement” for a video SENIOR EDITOR on the “Samsung Human Drone” showing a large drone lifting a snowboarder off a mountain. Jon Gingerich DKC was picked for an entry in the “Best Mobile Site/App-Travel” category. Ogilvy was nomi- [email protected] nated for “Best Event” for a video for Kentucky Fried Chicken. Havas was in the running with a video titled “Adios Amigos” that gives reasons why a character created to publicize Dos Equis Mexican beer was being retired after nine years as “The Most Interesting Man in the World.” ASSOCIATE EDITOR IADAS Executive Director David-Michel Davies said, “This year’s Advertising, Media and Steve Barnes PR nominees had an added challenge of creating digital campaigns, advertising and content that would not only capture people’s attention in what was an unusually crowded — and con- tentious — media and advertising environment, but also potentially change perceptions.” CONTRIBUTING EDITORS What’s more effective, ads or PR? Fraser Seitel Another item of relevance to “PR” people is WPP’s announcement that it took the title of Richard Goldstein “holding company of the year” at three of the ad industry’s awards competitions — World Advertising Research Center, Cannes Lions and The Effies. EDITORIAL ASSISTANTS WARC clients include the world’s largest advertising and media agencies, research compa- & RESEARCH nies, universities and advertisers. It publishes journals including Admap, Market Leader, the Jane Landers Journal of Advertising Research and the International Journal of Market Research. Founded in Caitlin Dullahan-Bates 1985 with offices in the U.K., U.S., and Singapore, WARC is an online service tracking adver- tising best practices, evidence and insights from the world’s leading brands. It “helps clients grow their businesses by using proven approaches.” John O’Dwyer The Cannes Lions hosts “the largest gathering of worldwide ad professionals, designers, dig- Advertising Sales Manager ital innovators and marketers.” Founded in 1968, The Effies recognizes all forms of marketing [email protected] communications that contribute to a brand’s success. “PR” moves into “ad” space With the legitimate news hole shrinking and media under attack from several quarters, in- O’Dwyer’s is published monthly for $60.00 cluding some of its own practitioners, as being biased in one way or another, companies are re- a year ($7.00 a single issue) by the lying more and more on their own direct communications with new and prospective customers. J.R. O’Dwyer Co., Inc. WPP, largest communications group with more than $19 billion in revenues and units that 271 Madison Ave., #600 include Burson-Marsteller and Hill+Knowlton Strategies, has been deemed to provide the New York, NY 10016. (212) 679-2471 Fax: (212) 683-2750. “best results” for clients by WARC. WPP took first place in the WARC ranking for the third straight year. Measured was the © Copyright 2017 J.R. O’Dwyer Co., Inc. performance of its agencies in their campaigns in more than 80 effectiveness and marketing excellence competitions worldwide. The competitions require the winners to show the busi- ness impact of their work. OTHER PUBLICATIONS: WPP CEO Sir Martin Sorrell said, “At a time when questions are being raised about the ef- fectiveness of certain marketing channels, it is more important than ever that we focus on the www.odwyerpr.com power of creativity and ideas to deliver tangible business results for our clients.” Breaking news, commentary, useful data- Firms move away from PR identity bases and more. “PR” firms have been moving away from titles with PR in them for many years. None of the O’Dwyer’s Newsletter ten largest firms in the 2016 O’Dwyer’s ranking uses the term. Only three in the top 25 do so A four-page weekly with general PR and seven in the top 50. news, media appointments and placement PR is identified in the minds of corporate and institutional executives with press relations, opportunities. press conferences and the quest for third-party endorsement. Seminar, founded in 1952 and whose members include the top communications executives at more than 200 major compa- O’Dwyer’s Directory of PR Firms nies, removed “PR” from its title in 2007. Almost none of its members use PR in their titles. Listings of more than 1,250 PR firms Organizations are taking the position that they are the best source
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