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TOP 50 PR FIRMS DID BETTER IN 1992

 NEW YORK, March 25 /PRNewswire/ -- The 50 largest PR firms substantiating their fee income did better in 1992 than the year before, Jack O'Dwyer announced today.
 The ranking of the top 50, to be published in the "1993 O'Dwyer's Directory of PR Firms," shows that 27 of the firms had gains of 9 percent or more; 14 were about even, and seven had declines of 4 percent or more.
 In 1991, only 20 had major gains, 13 had major declines, and 17 were even.
 Two of the firms in the 1992 ranking, Powell Tate and CIH Ltd. (Capitoline International and Interscience Communications), were founded in 1991 and no percentage gain was calculated.
 Edelman, F-H, Ketchum Excel
 Among the top ten, Edelman PR Worldwide, Fleishman-Hillard, and Ketchum PR racked up gains of 13.3 percent, 12.3 percent and 9.1 percent, respectively.
 Two units of the WPP Group -- Hill and Knowlton and Ogilvy Adams & Rinehart -- were down 14 percent and 36.5 percent, respectively.
 H&K fell to $149.2 million after an 11.8 percent decline in the previous year.
 A WPP rights offering March 11 said H&K's operating costs fell by 13 percent, resulting in "a slightly increased loss in 1992."
 OA&R's fees and operating costs fell by a similar amount resulting in "a break even result," said the offering.
 It noted that while WPP's media advertising shows "signs of recovery," there is "currently no sign of recovery in the group's PR and non-media activities."
 H&K and OA&R lost $10.21M in 1992 (after paying WPP overhead expenses).
 OA&R streamlined and gained more control of its operations by spinning off PR units in 40 foreign offices to the parent Ogilvy Worldwide advertising agency. It kept offices in London, Paris and Brussels.
 Fees fell from $56.9M to $36.1M.
 Four of Top 10 Were Flat
 Four of the top ten had years that were just about flat.
 Burson-Marsteller, the largest firm, gained 1.93 percent to $203.6M. Shandwick, No. 2, was off 3.93 percent to $166.1M.
 Omnicom PR Network, fourth largest, was up 2.5 percent and Manning, Selvage & Lee, tenth, gained 3.6 percent.
 The biggest decline in the top ten, after H&K and OA&R, was posted by the Rowland Co. -- off 8.3 percent to $44M. U.S. fees fell from $15.6M to $13.5M.
 RLL&M, SMG Aim for Top Ten
 Robinson, Lake, Lerer & Montgomery/Bozell PR is merging April 1 with the Sawyer Miller Group, creating a firm with $32.9M in fees.
 MS&L, with $31.4M in fees in 1992, will lose its tenth position in the 1993 rankings unless it grows faster than RLL&M/SMG. The latter firm will pick a new name sometime this year.
 SMG made its first appearance on the top 50 list this year, reporting a 23 percent gain to $11.7M (not counting income from its large research wing). It had previously not taken part in the rankings.
 1992 PR FEE INCOME OF 50 FIRMS SUPPLYING DOCUMENTATION TO
 O'DWYER'S DIRECTORY OF PR FIRMS
 1992 Net Fees Employees Percent
 Change
 from 1991
 1. Burson-Marsteller (A) $203,683,000 2,071 +1.93
 2. Shandwick 166,100,000 1,857 -3.93
 3. Hill and Knowlton (A) 149,100,000 1,577 -14.0
 4. Omnicom PR Network (A) 65,569,433 987 +2.5
 5. Edelman Public Relations
 Worldwide 59,814,538 684 +13.3
 6. Fleishman-Hillard 58,651,100 638 +12.3
 7. Ketchum Public
 Relations (A) 45,600,000 320 +9.1
 8. The Rowland Co. (A) 44,000,000 490 -8.3
 9. Ogilvy Adams &
 Rinehart (A) 36,124,000 338 -36.5
 10. Manning, Selvage &
 Lee (A) 31,424,000 320 +3.6
 11. GCI Group (A) 28,095,400 356 -1.0
 12. Ruder Finn 27,076,769 271 -4.1
 13. Robinson, Lake, Lerer
 & Montgomery/Bozell
 PR (A) (B) 21,200,000 145 +3.0
 14. Cohn & Wolfe (A) 14,200,000 118 -0.85
 15. Sawyer Miller Group (B) 11,700,000 100 +23.0
 16. Financial Relations Board 10,263,134 126 +16.4
 17. Gibbs & Soell 8,831,752 92 +11.9
 18. Powell Tate 8,800,469 61 Founded '91
 19. Earle Palmer Brown PR (A) 7,497,785 65 +31.1
 20. The Kamber Group 7,438,013 85 -11.6
 21. The Jefferson Group 7,383,421 55 +50.2
 22. Stoorza, Ziegaus & Metzger 7,084,004 106 +31.8
 23. Cunningham Communications 7,002,817 68 +36.2
 24. E. Bruce Harrison Co. 5,826,949 54 +0.3
 25. Morgen-Walke Assocs. 5,530,535 51 +50.5
 26. Dix & Eaton 5,364,268 50 +14.05
 27. Padilla Speer Beardsley 5,109,000 53 +18.4
 28. Anthony M. Franco (A) 5,049,000 64 -1.9
 29. The Rockey Company 4,811,194 48 +3.1
 30. The Weber Group 4,572,197 53 +17.4
 31. Bob Thomas & Assocs. (A) 4,500,000 46 +13.0
 32. Public Communications 4,095,596 47 +11.7
 33. Lobsenz-Stevens 4,065,737 41 +16.16
 34. S&S Public Relations 4,032,091 44 +29.5
 35. Nelson Comms. Group and
 Nelson, Robb, DuVal &
 DeMenna 3,903,226 38 +26.1
 36. Dennis Davidson Assocs. 3,842,000 50 --
 37. Pacific West Communications
 Group 3,818,706 33 +60.0
 38. Edward Howard & Co. 3,816,548 38 +4.0
 39. Dye, Van Mol & Lawrence 3,714,368 60 +13.9
 40. CIH Ltd. (Capitoline
 Int'l and
 Interscience Communs.) 3,500,000 47 Founded '91
 41. Clarke & Co. (A) 3,488,139 46 +24.0
 42. Copithorne & Bellows 3,460,829 31 +18.0
 43. Morgan & Myers 3,454,081 56 +43.4
 44. KCS&A Public Relations 3,347,000 29 +5.8
 45. Gross Townsend Frank
 Hoffman (A) 3,251,244 18 -17.0
 46. Makovsky & Co. 3,250,000 38 -10.12
 47. MWW/Strategic Communs. 3,237,325 35 +16.25
 48. Bader Rutter & Assocs. (A) 3,126,782 39 -2.0
 49. Smith & Harroff 3,106,788 16 +88.3
 50. Cerrell Associates 3,097,062 35 +10.32
 (A) -- Ad agency related.
 (B) -- Robinson, Lake, Lerer & Montgomery and Sawyer Miller merged April 1, 1993. Bozell, Jacobs, Kenyon & Eckhardt is the parent company.
 -0- 3/25/93
 /CONTACT: Jack O'Dwyer, 212-679-2471/


CO: J.R. O'Dwyer Company, Inc. ST: IN: ADV SU: ECO

GK-OS -- NY001A -- 9400 03/25/93 09:01 EST
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Date:Mar 25, 1993
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