Public Relations - Top 5 Firms

Nicolazzo & Associates

Nicolazzo & Associates is a Boston-based firm widely recognized for comprehensive strategic communications programs and crisis management expertise. Established in 1975, N&A has distinguished itself as one of the most prestigious counseling operations in the U.S. and abroad, providing senior management with advice that addresses communications needs and builds enterprise value. Representative clients include: Babson College, Ericsson, Inc., Boston University, Houghton Mifflin, General Motors, Ropes & Gray, Fidelity Investments, Reebok, Weil, Gotshal & Manges, Williams & Connolly, Bain Capital, Sun Life of Canada, MetLife Healthcare, and John Hancock. . For more information on Nicolazzo & Associates, call 800-853-6872 or visit www.nicolazzo.com

To contact Nicolazzo & Associates, call 800-853-6872

fama PR
fama PR is the East Coast's premier boutique PR firm for technology companies across North America. Unlike larger firms, fama PR’s account teams are comprised solely of experienced PR practitioners who apply a common sense, hands-on approach to both strategy development and tactical program execution. This staffing model has proven to deliver superior results and unmatched client service. Working closely with clients, fama PR creates customized communications programs that are directly aligned with business objectives to help increase brand awareness and drive revenue. fama PR is also the only PR firm named to the Boston Business Journal’s “Best Places to Work” in both 2007 and 2008.

To contact Fama PR, call 888-495-5081

HiTechPR
HiTechPR is a knowledgeable, creative and performance-oriented organization specializing in high tech public relations. Our extensive expertise in business to business marketing communications for the electronics, telecommunications and computer industries has set us apart from other companies since our inception in 1968. Our business to consumer division also has a long history of promotional success stories.

To contact HiTechPR, call 1-800-913-8950 ext.200

Fleishman-Hillard Inc.
Communication is everything at Fleishman-Hillard. One of the leading public relations firms in the US, the company offers services ranging from public relations to marketing to reputation management. Its expertise includes graphic design, media training, market research, and story placement. Fleishman-Hillard, which is a division of advertising conglomerate Omnicom, has about 80 offices across the globe. The firm's clients include Procter & Gamble, Dell, Nortel, and Wal-Mart. Fleishman-Hillard was founded in 1946 by Al Fleishman and Bob Hillard; it was acquired by Omnicom in 1997.

Hill & Knowlton Inc.
Public relations firm Hill & Knowlton has ridden its reputation as a straight-shooter straight to the top. The company (whose founder John W. Hill emphasized the importance of dealing honestly and openly with the press) is one of the largest PR firms in the US and a part of advertising conglomerate WPP Group. Hill & Knowlton's services range from marketing communications to corporate reputation management to political lobbying. It caters to the technology and health industries; clients have included Microsoft and Intel. Lobbying firm Wexler & Walker Public Policy Associates and Finnish unit Hill and Knowlton Finland Oy act as subsidiaries for Hill & Knowlton.

This list represents an opinion by Interaction Media Group staff and in no way is meant to imply actual quality and rank of the company in this industry.

An organization’s reputation, profitability, and even its continued existence can depend on the degree to which its targeted “publics” support its goals and policies. Public relations specialists—also referred to as communications specialists and media specialists, among other titles—serve as advocates for businesses, nonprofit associations, universities, hospitals, and other organizations, and build and maintain positive relationships with the public. As managers recognize the importance of good public relations to the success of their organizations, they increasingly rely on public relations specialists for advice on the strategy and policy of such programs.

Public relations specialists handle organizational functions such as media, community, consumer, industry, and governmental relations; political campaigns; interest-group representation; conflict mediation; and employee and investor relations. They do more than “tell the organization’s story.” They must understand the attitudes and concerns of community, consumer, employee, and public interest groups and establish and maintain cooperative relationships with them and with representatives from print and broadcast journalism.

Public relations specialists draft press releases and contact people in the media who might print or broadcast their material. Many radio or television special reports, newspaper stories, and magazine articles start at the desks of public relations specialists. Sometimes the subject is an organization and its policies toward its employees or its role in the community. Often the subject is a public issue, such as health, energy, or the environment, and what an organization does to advance that issue.

Public relations specialists also arrange and conduct programs to keep up contact between organization representatives and the public. For example, they set up speaking engagements and often prepare speeches for company officials. These media specialists represent employers at community projects; make film, slide, or other visual presentations at meetings and school assemblies; and plan conventions. In addition, they are responsible for preparing annual reports and writing proposals for various projects.

In government, public relations specialists—who may be called press secretaries, information officers, public affairs specialists, or communication specialists—keep the public informed about the activities of agencies and officials. For example, public affairs specialists in the U.S. Department of State keep the public informed of travel advisories and of U.S. positions on foreign issues. A press secretary for a member of Congress keeps constituents aware of the representative’s accomplishments.

In large organizations, the key public relations executive, who often is a vice president, may develop overall plans and policies with other executives. In addition, public relations departments employ public relations specialists to write, research, prepare materials, maintain contacts, and respond to inquiries.

People who handle publicity for an individual or who direct public relations for a small organization may deal with all aspects of the job. They contact people, plan and research, and prepare materials for distribution. They also may handle advertising or sales promotion work to support marketing efforts.

There are no defined standards for entry into a public relations career. A college degree in a communications-related field combined with public relations experience is excellent preparation for public relations work.

Education and training. Many entry-level public relations specialists have a college degree in public relations, journalism, advertising, or communication. Some firms seek college graduates who have worked in electronic or print journalism. Other employers seek applicants with demonstrated communication skills and training or experience in a field related to the firm’s business—information technology, health care, science, engineering, sales, or finance, for example.

Many colleges and universities offer bachelor’s and postsecondary degrees in public relations, usually in a journalism or communications department. In addition, many other colleges offer at least one course in this field. A common public relations sequence includes courses in public relations principles and techniques; public relations management and administration, including organizational development; writing, emphasizing news releases, proposals, annual reports, scripts, speeches, and related items; visual communications, including desktop publishing and computer graphics; and research, emphasizing social science research and survey design and implementation. Courses in advertising, journalism, business administration, finance, political science, psychology, sociology, and creative writing also are helpful. Specialties are offered in public relations for business, government, and nonprofit organizations.

Many colleges help students gain part-time internships in public relations that provide valuable experience and training. Membership in local chapters of the Public Relations Student Society of America (affiliated with the Public Relations Society of America) or in student chapters of the International Association of Business Communicators provides an opportunity for students to exchange views with public relations specialists and to make professional contacts that may help them find a job in the field. A portfolio of published articles, television or radio programs, slide presentations, and other work is an asset in finding a job. Writing for a school publication or television or radio station provides valuable experience and material for one’s portfolio.

Some organizations, particularly those with large public relations staffs, have formal training programs for new employees. In smaller organizations, new employees work under the guidance of experienced staff members. Beginners often maintain files of material about company activities, scan newspapers and magazines for appropriate articles to clip, and assemble information for speeches and pamphlets. They also may answer calls from the press and the public, work on invitation lists and details for press conferences, or escort visitors and clients. After gaining experience, they write news releases, speeches, and articles for publication or plan and carry out public relations programs. Public relations specialists in smaller firms usually get all-around experience, whereas those in larger firms tend to be more specialized.

Other qualifications. Public relations specialists must show creativity, initiative, and good judgment and have the ability to communicate thoughts clearly and simply. Decision-making, problem-solving, and research skills also are important. People who choose public relations as a career need an outgoing personality, self-confidence, an understanding of human psychology, and an enthusiasm for motivating people. They should be competitive, yet able to function as part of a team and be open to new ideas.

Certification and advancement. The Universal Accreditation Board accredits public relations specialists who are members of the Public Relations Society of America and who participate in the Examination for Accreditation in Public Relations process. This process includes both a readiness review and an examination, which are designed for candidates who have at least 5 years of full-time work or teaching experience in public relations and who have earned a bachelor’s degree in a communications-related field. The readiness review includes a written submission by each candidate, a portfolio review, and dialogue between the candidate and a three-member panel. Candidates who successfully advance through readiness review and pass the computer-based examination earn the Accredited in Public Relations (APR) designation.

The International Association of Business Communicators (IABC) also has an accreditation program for professionals in the communications field, including public relations specialists. Those who meet all the requirements of the program earn the Accredited Business Communicator (ABC) designation. Candidates must have at least 5 years of experience and a bachelor’s degree in a communications field and must pass written and oral examinations. They also must submit a portfolio of work samples demonstrating involvement in a range of communications projects and a thorough understanding of communications planning.

Employers may consider professional recognition through accreditation as a sign of competence in this field, which could be especially helpful in a competitive job market.

Promotion to supervisory jobs may come to public relations specialists who show that they can handle more demanding assignments. In public relations firms, a beginner might be hired as a research assistant or account coordinator and be promoted to account executive, senior account executive, account manager, and eventually vice president. A similar career path is followed in corporate public relations, although the titles may differ.