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May 2016 I Vol. 30 No. 5 Communications & New Media

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May 2016 I Vol. 30 No. 5 Communications & New Media Communications & New Media May 2016 I Vol. 30 No. 5 May 2016 | www.odwyerpr.com Vol. 30. No. 5 MAY 2016 EDITORIAL O’DWYER’S RANKINGS OF FINANCIAL PR FIRMS M&A MARKET TO PICK 6 34 HEALTHCARE PR STAYED UP IN 2016 POSITIVE FOR 2015 PANAMA PAPERS REVEAL 8 36 SECURITY FAILURES O’DWYER’S RANKINGS OF HEALTHCARE PR FIRMS PR’S VALUE IN 10 38 22 REVENUE CREATION PEOPLE IN PR LESSONS FROM THE 12 FIRST TECH BUBBLE 40 O’DWYER’S RANKINGS OF PR SPECIALTIES COMMUNICATIONS’ ROLE 13 IN DIY DIAGNOSTICS 42 TOP FIRMS GREW 14 DOUBLE DIGITS IN 2015 WHY TRUST MATTERS & 46 HOW PR HELPS BUILD IT HEALTHCARE, TECH, FINANCE GREW MOST 16 56WWW. ODWYERPR.COM A PEOPLE-FOCUSED 48 O’DWYER’S RANKINGS Daily, up-to-the-minute PR news APPROACH TO M&A 18 OF MAJOR US PR FIRMS Cover design by Benjamin Abraham CONGLOMS’ STRONG Q1 56 LEADING GAINERS PERFORMANCES 20 58 AMONG PR FIRMS ZIKA: CONTAIN CRISIS O’DWYER’S REGIONAL BY QUELLING FEARS 22 60 RANKING OF PR FIRMS INTEGRATED COMMS.: ARE WE SERVING OUR WHAT DOES IT MEAN? CLIENTS? PR NEWSWIRE PAIRS 24 62 SURVEY: STUDENTS WITH SHUTTERSTOCK 24 64 DON’T TRUST PRESS STORYTIZING: COMMS. PROFILES OF RANKED EDITORIAL CALENDAR 2016 GAME CHANGER PR FIRMS January: Crisis Comms. / Buyer’s Guide 26 66 WASHINGTON REPORT February: Environmental & P.A. TECH AGENCIES DIS- March: Food & Beverage RUPT GROWTH MODEL April: Broadcast & Social Media 92 May: PR Firm Rankings 28 INTERNATIONAL June: Global & Multicultural O’DWYER’S RANKINGS PR NEWS July: Travel & Tourism OF TECH PR FIRMS 93 August: Financial/I.R. 30 September: Beauty & Fashion columns October: Healthcare & Medical FINANCE FIRMS ON PROFESSIONAL DEVELOPMENT November: High-Tech MEDIA RELATIONSHIPS Fraser Seitel 32 90 December: Entertainment & Sports ADVERTISERS 5W Public Relations ............................................... 23 Kaplow ................................................................... 51 Peppercomm ......................................................... 29 Abernathy MacGregor Group ....................................03 Kekst ...................................................................... 69 Pan Communications ............................................ 35 Bliss Integrated ..................................................... 13 LaVoie Health Science .......................................... 27 Racepoint Global ................................................... 11 Cooney Waters ................................... BACK COVER Levick .................................................................... 33 RF Binder ............................................................... 17 Copernio ................................................................ 05 LogOn. ................................................................... 83 Sard Verbinnen ...................................................... 07 Fahlgren Mortine ................................................... 09 Lou Hammond Group ............................................ 53 Sitrick & Co. ........................................................... 73 Gould+Partners ..................................................... 63 Marketing Maven. .................INSIDE FRONT COVER Sloane & Co. ......................................................... 75 Gregory FCA ......................................................... 25 MCSPR .................................................................. 41 Spectrum ............................................................... 39 ICR ......................................................................... 19 NIRI ........................................................................ 59 TV Access..............................................................24 inVentiv Health PR Group ...................................... 37 Omega Travel ........................................................ 85 W2O Group ........................................................... 31 Joele Frank, Wilkinson, Brimmer Katcher .............. 49 Padilla CRT ............................................................ 65 Walker Sands ........................................................ 21 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 PR rankings show shift from corporate to firms he prosperity of most of the 123 firms listed in O’Dwyer’s 2016 rankings of PR firms — with 15 of the 25 largest posting gains in the double figures — is an indication that what EDITOR-IN-CHIEF Tis referred to as “PR” has mostly gone to the agencies. Jack O’Dwyer This happened to advertising in the 1950s and 60s when corporate ad departments closed, [email protected] shifting the duties to agencies where independence bred creativity and effectiveness. Our view is that corporate press relations have pulled in its horns. This has been confirmed ASSOCIATE PUBLISHER John O’Dwyer by a survey made by ISEBOX Ltd., based in London with offices in New York and resellers in [email protected] Asia. It assists companies in interacting with the press including building responsive news- rooms. The ISEBOX survey found that “an overwhelming number of journalists and media SENIOR EDITOR professionals are unhappy with how they are approached by corporate communications, re- Jon Gingerich sulting in working longer hours and increased frustration.” [email protected] We perused several dozen of the individual replies and found the number-one gripe is lack of people to interface with on corporate websites. The worst is the company that provides a box SENIOR EDITOR where questions can be placed. Greg Hazley “I really hate those info@ email addresses or fill-in boxes with no contact info,” wrote one [email protected] editor. “Those are mostly unmonitored and don’t yield a reply. I don’t even bother to reach out ART DIRECTOR if I don’t see a person’s name.” David Kniazuk Many of the responses had the simple message: “Provide direct phone numbers and email addresses.” CONTRIBUTING EDITORS Corporate PR is under tight control Fraser Seitel Corporate PR people are under close supervision by legal, marketing and financial. All email Richard Goldstein and phone contacts are recorded and monitored. Corporate PR would just as soon let the out- side firm handle the press. EDITORIAL ASSISTANTS An indication of the attitude of corporations and institutions is that the numerous directo- & RESEARCH ries that used to provide tens of thousands of contacts at client companies disappeared many Becky Hong years ago. Caitlin Dullahan-Bates The biggest, the Bluebook of Members published by PR Society of America, had its last edi- ADVERTISING SALES tion in 2005. The Society used to send it free to more than 100 leading editors and provided Sharlene Spingler it to any editor who requested it. The directory had the phones, emails and addresses of more Associate Publisher & Editor than 18,000 members. Only members are allowed to see such information now. [email protected] O’Dwyer’s Directory of Corporate Communications, listing contacts at more than 6,000 com- panies and trade associations, published its last edition in 2005 after a 30-year run. Companies John O’Dwyer greatly reduced their PR contact points and stopped buying the directory. Also going to the Advertising Sales Manager graveyard were directories of the International Assn. of Business Communicators, the Na- [email protected] tional Investor Relations Institute and Publicity Clubs in New York, Boston, Chicago and LA. The only printed directory left in all of PR is O’Dwyer’s Directory of PR Firms, now in its 46th O’Dwyer’s is published monthly for $60.00 a year ($7.00 a single issue) by the annual edition. It is going strong, with 320 pages this year, listings by more than 1,300 PR firms J.R. O’Dwyer Co., Inc. including expanded listings by 400+, and 35 display ads. 271 Madison Ave., #600 Its strength comes not just from the general rankings, but the exclusive rankings of PR firms New York, NY 10016. in 12 specialized categories. The specialized rankings have been compiled since 1992 and help (212) 679-2471 Fax: (212) 683-2750. clients to zero in on health, tech, financial, food and eight other specialties. Clients know they can trust the figures. PR firms take part year after year because the O’Dw- © Copyright 2016 J.R. O’Dwyer Co., Inc. yer listings bring them in new business tips. The rankings are visible 365 days a year on the O’Dwyer website and whenever a client starts a search. Searches almost inevitably lead to one OTHER PUBLICATIONS: of the specialized O’Dwyer rankings. www.odwyerpr.com Propelling the agency business is not only that companies don’t want to deal with what can Breaking news, commentary, useful data- be pesky reporters but the fact that firms have a vast array of ways to reach consumers directly bases and more. via social media, corporate websites and other means, and can measure buying and other be- O’Dwyer’s Newsletter havioral patterns of consumers with unprecedented depth and accuracy. An eight-page weekly with general PR “Analytics” is one of the major services offered by firms. It is a capability mentioned by al- news, media appointments and placement most all of them in the profiles they provided for this issue. opportunities. PR firms that take part in the O’Dwyer rankings boost their
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