How Well Does the PR Industry Promote Itself?

In a world of media overload and convergence everywhere, I wonder which media/PR companies

do their own best marketing and outreach? I ran acorss an article on Etrade this morning which is worthy of a read, because all gov agencies have public affairs offices and many may use PR firms to help them with their outreach. Does frequency of message output mean you are the best?

The following might be considered the gold standard of who does it best, from DOWs point of view.

Happy Saturday Everyone! More snow is coming our way!!! 🙂


5:00 AM ET 1/27/11 | SOURCE: PR Newswire

Dow Jones Insight Analysis Ranks Coverage of Large and Mid-Size PR Agencies

How effective are the world’s leading public relations firms at promoting and managing their own brands? Using the Dow Jones Insight media analysis tool, Dow Jones measured the media coverage of the world’s public relations firms, compiling a list of the large and mid-size firms that generated the most media attention during 2010. Of the firms examined world-wide, Hill & Knowlton and Frank Public Relations drew top media coverage volume for large and mid-size agencies, respectively. This analysis, the first in a two-part series, measured PR firms’ coverage in traditional media outlets. Part two in the series, an analysis of social media coverage of PR firms, will be released in June 2011.

Dow Jones designated firms with more than $50 million in annual fee income as large. Of the 25 firms in that category, Hill & Knowlton, Burson-Marsteller and Weber Shandwick Worldwide were the top three most-covered. Fleishman-Hillard and Porter Novelli were fourth and fifth.

“Leveraging the sophisticated media analysis that firms and corporations use to uncover potential risks and opportunities for their brands, we thought it would be interesting to take a look at the media coverage of the world’s best-known communications firms and determine which agencies are practicing what they preach,” said Martin Murtland, vice president and managing director at Dow Jones.

Of the mid-size firms, or those with a fee income ranging from $10 million to $50 million, the most-covered agencies were Frank Public Relations, Allison & Partners, Makovsky & Co., 5W Public Relations and Padilla Speer Beardsley. Dow Jones analysis designated 70 firms as mid-size.

Murtland added, “It’s no surprise that Hill & Knowlton was the firm that generated the most coverage. However, Frank Public Relations topping the list as most-covered mid-size agency proves that size doesn’t always matter, as its fee income was in the bottom ten firms in its category.”

They top PR Firms are:

U.S. large: Hill & Knowlton, Burson-Marsteller and Weber Shandwick

U.S. mid-size: Allison & Partners, Makovsky & Co. and 5W Public Relations

U.K. large: Grayling, Brunswick Group and Financial Dynamics

U.K. mid-size: Lansons Communications, Finsbury and Blue Rubicon

The analysis is located at http://bit.ly/gTyuRr, also included is a regional breakdown,

identifying the top three coverage generators by firm size in the U.S. and U.K.

PR Agency Analysis Methodology

Using Dow Jones Insight’s qualitative and quantitative media measurement metrics, this Dow Jones media analysis provides a high-level view of the traditional media landscape surrounding some of the most sought-after communications firms in the industry. The firms were chosen from a compilation of industry reports and rankings of the world’s leading public relations firms based on fee income. Companies were categorized by size and region, and evaluated based on competitive coverage volume in global print publications, including newspapers and trade and business publications. The analysis eliminated news releases and media contact mentions.

Dow Jones Insight uses innovative text mining and analytic technologies to help organizations keep informed about relevant issues, news, conversations and trends emerging in mainstream, Web and social media.Dow Jones Insight’s global content collection includes more than 28,000 news and information sources as well as millions of blogs, message boards and posts from YouTube and Twitter. More information about Dow Jones Insight can be found at www.dowjones.com/moreinfo/prcc.

Leave a Comment


Leave a Reply

Christopher Parente

Alice — interesting. As a former client now working at a PR firm, I do think you need to practice what you preach and promote your business. At the same time, I think clients only care about us promoting THEIR interests, not our own as a business.

I see this a lot with social media “experts,” spending a lot of time on the conference/speaking circuit promoting their own personal brand. How much time do they have left for client work?

Alice M. Fisher

Thanks Christoper,

Very small potatoes in a tough economy make very little gravy when working and commuting 60 hours a week.

But, I have a job for which I am very greatful. But, your point well taken! It may sound stupid, but I take great joy in generating content for public discussion. It is sort of a hobby almost and not merely income motivated.

As an add on to this discussion, I wrote another blog post about how communication has changed. And, I take some liberties by having some fun using old nursery rhymes, as a metaphore.

How many are still using out dated practices, because it has been done that way for 200 years?