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Q: The very best PR/publicity firm ( Answered 5 out of 5 stars,   1 Comment )
Subject: The very best PR/publicity firm
Category: Business and Money
Asked by: zoomzoom-ga
List Price: $100.00
Posted: 23 Oct 2003 11:08 PDT
Expires: 22 Nov 2003 10:08 PST
Question ID: 269081
I'm going to be hiring a small (boutique), high-powered PR (publicity)
firm over the next few months. I need you to research and find me a
list of ten firms that are at the very top of their fields in the
businesses of either:


I don't want the biggest (like Hill & Knowlton). Instead, I need you
to find firms that have proven themselves extraordinarily
accomplished. This could be measured by:
--being featured in an industry journal
--rapid growth rate
--particularly successful case studies

This, of course is the hard part--finding the appropriate ranking.
That's the meat of it.

For example, you could say that firm X qualifies because they got
three different clients on the cover of Ent. Weekly or The New York
Times magazine in one year, even though all three were working on
modest projects. Or firm Y qualifies because in the last year they
signed on three major hot toys and worked the media especially well.
Or firm Z because they were ranked #1 by Insider Publicist News.

I'm not looking for retail type firms that specialize in small
businesses. This is for a significant new product.

Once you find the ten, I'd appreciate it if you could give me contact
info as well, especially website, principal's name and email or phone.
Subject: Re: The very best PR/publicity firm
Answered By: leader-ga on 24 Oct 2003 21:33 PDT
Rated:5 out of 5 stars
Hello zoomzoom-ga:

It was a pleasure to answer such a fabulous question. I sincerely and
honestly state that it was one of the most interesting questions that
I have ever answered but at the same time one of the most difficult.
Interesting, because I liked the idea of choosing the top ten firms
from so many different firms and in a way create my own 'Award List'.
Difficult, because I had to select firms based on such a strict
criteria. The firms had to be small to provide personalised service,
the firms had to be master of excellence and they had to have a good
reputation in any of the four specified fields.

So here is what I did. I sat in front of the computer for just a
little over 24 hours. During which, I compiled a list of relevant
firms by browsing through the internet and the database of different
websites. Not to mention, the  rankings of the firms and 'awards' web
pages (see reference). From these I selected my 'top ten' for your

In selecting my top ten, I scrutinized and evaluated every aspect of
the firms. There were more than ten firms that met most of the
criteria but couldn't make it to the 'top ten' because it had to be
the 'best'.

You will notice that I included one large firm in my 'top ten' list
and two 'mid sized' firms. You asked for a list of Boutique firms. I
am sorry! you can penalize me for this but THEY JUST HAD TO BE THERE ;

In compiling this list, I gave special consideration to the firms that
were excellent in a certain specified category. Therefore, you will
find at least one firm that specialized in one of the four categories
that you mentioned.

Also, in some cases, I didn't provide much explanation for certain
firms. Becasue, words weren't enough and I wanted you to look for

I am also providing a short list of some other firms. Large or Small
they demand your attention. They fall under 'Runner Up' category.

Without discriminating, let me provide the list in an alphabetical


Access Communications

Contact Info:
Management Contacts and Bio's:

Leader In: Toys / Children Products

Class: Mid-Size, 45 Employees , Revenue 10.3 Mil.


It is the prestigious award list that doesn't end; it is the
successful case
studies; It is the experience in accomplishing many wonderful tasks in
'Kids Industry' that made me include this great PR firm. Instead of
summarizing, I will like you to explore its universe and the kind of
experience that it provides in working with youth industry including
LEGO, Toys R' US, Sega, ToysMax and just what not.

Borshoff Johnson Matthews

Contact Info:

Leader In: Educational Material (including Books)

Class: Small Firm - 25 Employees; Revenue 3.7 Mil.


Borshoff Johnson Matthews is a small firm but its achievements since
inception in 1984 are tremendous. Its revenue keeps on jumping from
year to
year with a rise of over 24 percent at the start of 2002 (s-2). The
also recieved an honorable mention in the Fast 50 Magazine that lists
fastest growing companies in US (see below). It also has extensive
in helping educational institutions and other firms. I didn't see any
on its website but as soon as I serached the web, I kept on coming out
with a
list of awards, one after another. Here is a sample of few of its

2002 Inspire & Megellan Awards
Best of Show Honor
Fast 50 List Honorable Mention
Award of Excellence (External Communication)

Caponigro Public Relations Inc.

Contact Info: Please click on 'Contact Info', once on the main page.
Management Profile: Please clcik on 'Our People', once on the main

Leader In: Entertainment Industry (including celebrities)

Class: Small Firm - 17 employees ; Revenue 2.3 Mil.


I was pretty impressed by the simplicity of the tone on its website. I
tell you later what I mean but important things first. Over eight
Coponigro has achieved what most could not. It has recieved many
awards in
so diverse categories including Gold Sabre Award in 2002, 'Best
award from the Detroit Reigonal Chamber, Iron Sabre Award for 'Best
initiative' and very recently Holmes Award for 'Best places to work in

But that is not it, I saw (and the website claims) some of the most
public relation officers at the top that makes the company stand obove
Now, what did I mean by the simplicity of the tone? Actually, the
seems to provide detail of everything that it is proud of without
boasting for
its contributions and awards. To me, that what really is 'Public

Carmicheal Lynch Spong

Contact Info: Once on the main page, Please click on 'About cls' and
than choose
the sub-categories, either 'More Information' or 'Locations'.

Leader In: Books 
(Once on the main page, please see Groups->Services->Green dot

Class: Mid-Size, 36 Employees , Revenue 6 to 7 Mil., Nation Wide


This is the only company in my list for which I desperately craved to
make it in my 'top ten'. Not becasue it promotes itself as an
alterntive to big bland firms, not because of its nation-wide presence
or over ten years of experience but because of its astonishing ability
to get awards after awards after awards. While doing the research, it
was everywhere form the 'best' to 'the most liked'. Also, I admired
its focus groups rather than large number of specialities. Not to
mention its Green Dot Publishing Group which you will like for
anything related to books.

Cushman/Amberg Communications

Contact Info:

Leader In: Movies

Class: Small Firm - 30 or 32 employees ; Revenue 3 Mil.


What struck me was its existance of over 50 years, during which it not
worked for the largest companies in the world but doing so
successfully with
such a small staff. Another prominent feature that sits all above are
achievements of a certain project after its completion. You may read
more in
the 'Headlines' section of the website. It has also recieved many
awards (mostly due to a successful projects). One of its public
projects was nominated as among the 'top 100 projects' in year 2001
to its diverse portfolio of successful campaigns.

Dome Communications Inc.

Managgement Contact Info & Bio:

Leader In: Celebreties, Video Production

Class: Small Firm - 45 employees ; Revenue 5.2 Mil.


If 62.5 percent growth in the year 2001 and 38 percent of overall
earned in 2003 isn't enough than over 90 awards in only five years of
existence should be a motivation to choose this company. But, that is
that what impressed an unpermissive critic like me but what I liked
a serious of case studies and successful projects, nicely laid out on
company's website that speak for a proud public relations history.

LVM Group

Contact Info:

Leader In: Publishing Media (Books)

Class: Small Firm - 7 or 8 employees ; Revenue 1.2 Mil.


Over the years, LVM Group has worked with many major clients to come
out with a
working solution but it is most famous for its campaigns in Publishing
The company has worked with nearly every major company in the
newspaper and
publishing industry to get rave reviews for its performance. The eye
quality of this firm is its small size with 29 years of expertise that
it to focus on personal relationship with its clients. The company is
number one in my 'list of ten' among the revenue generated by
individual staff
members. (s-2)

Ogilvy Public Relations Worldwide OR BWR Unit

Contact Info:

Leader In: Movies, Celebrities

Class: Large Firm - 978 Employees; Revenue 145 Mil; Worldwide Presence

OK! You said that you wanted a small firm that is on top of its field.
So why
did I choose Ogilvy. Its simple, there was too much that was more than
interesting about this firm. I was particularly impressed by two
firstly their sub-unit BWR not only specializes in broad fields such
broadcasting, media, motion pictures and celebrities but also got many
awards for their services. Secondly, their worldwide presence is not
like any
other public relation firm that I have seen. Seldom you will see key
offices in
Middle East, Africa and South East Asia.

According to its website, Ogilvy Public Relations has recieved the
honor of
being named the top agency of the year three years in a row by
publicaions around the world. The Holmes Report first named Ogilvy
Relations "Agency of the Year" in 2000. In 2001, PR Week named Ogilvy
Relations "Agency of the Year" in h US and most recently named the
agency 2002
"Network of the Year".

Please refer to its history page for its success in the public
market. For a six year old company, it has achieved just too much.


Contact Info: Please click on 'Contact Us' once on the main page.

Leader In: Writing/Editing (Books)

Class: Small Boutique Firm 


The award list speaks for the company. Sorry! It shouts choose me,
choose me.
It was choosen as 'Small Boutique Agency' and 'Small Boutique Agency'
to work
for' in 2003 by Holmes Report. Recently, it took 14 awards in the
ceremony carried out by the Public relation Society of America. The
company has won over 80 awards during the last four years, alone.

Wiessman/Delson Communications

Contact Info:

Leader In: Movies, Celebrities, Books

Class: Unknown


I just had to include it in my list. Talk about this Hollywood company
has helped actors attain over 200 acadamy awards nominations with more
than 50
winners with a hand behind most new Hollywood hits. It has worked with
famous Athletes, teams and personalities. Not impressed? What about
this? It
worked with less known authors to get their books among the best
in the country.

Its founders are the reciepient of 2003 Golden Satellite Award. In
only five
years since 1997, the company has established itself a leader in PR.
It is a
'three in one' shot with expertise in most of the things you need.


Here are the website address of the runner ups:

The Standing Parnership

Solane & Company

Cohn & Wolfe


Fleishman Hillard

Waggener Edstorm

rbb Public Relations

Hermanoff & Associates


Berkeley Evergreen & Partners

Douglas Cohn & Wolfe

hwh Public Relations



(s-1) Council of PR


Other Useful Websites

Very Useful-PR company Revenue Data

Council of public relations firms


Useful Search Criteria

'best public relation firms'
'public relation firms rankings'

I hope this helps. If you are not satisfied, please clarify. Thanks
for using Google Answers and a very Good Luck with your future

zoomzoom-ga rated this answer:5 out of 5 stars and gave an additional tip of: $10.00
This is what google answers is supposed to be. Quick, accurate and useful.

Many thanks.

Subject: Re: The very best PR/publicity firm
From: che422-ga on 09 Mar 2005 05:04 PST
I would like to add one very important -- and too often overlooked --
consideration as any organization seeks to engage a pr agency. There
is often a big difference between the PR sales team and the actual
people representing you in the course of day-to-day media relations. I
recommend you read a brief, yet informative article on this very
topic: Account Misrepresentation - Do You Know Who?s Speaking on Your
Behalf? (

The public relations (PR) team bounds through the door and into the
meeting with the cool confidence of seasoned pros. They are smart,
prepared, engaging?their presentation ends, the lights go up, and you
know?you just know?that it?s a good fit.

Over the course of the first month, the PR team calls your team into a
series of strategy sessions to synchronize objectives, messages, and
tactics. It?s looking good, you're making important strides, laying
the groundwork, and building rapport.

What you don?t see?what the agency keeps safely from view?are the
junior staffers assigned to your account and who will be handling
day-to-day account activities. While you ?strategize? with your agency
counterparts, the minions are being mobilized behind the scenes to man
the phones and dispatch the e-mails.

 The senior PR executive who knows your industry cold, with whom
you?ve bonded over shared war stories, might not be the one speaking
to the news editor at Business Week or the features editor at Forbes.
Imagine you?ve engaged an attorney to represent you. You?ve spent
months preparing your case. You?re confident that you?re in capable
hands. And the first day of the trial you find a paralegal has been
assigned to make your opening argument.

If you are going to entrust your reputation to a third party, you have
every right to know who will be assigned to handle day-to-day
activities on your behalf. In fact, it?s essential that you know who
will be acting as your proxy with editors and analysts. Once you?re
introduced to the team, you need to ascertain who will be charged with
media relations; the article I've referred to carefully walks you
through the things you need to look out for. I strongly recommend you
take this into consideration before you engage an agency -- boutique
or otherwise. It will save you a lot of trouble, not to mention money.


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