Posted on March 1, 2010 by Kent_H — 3 Comments
Jack O’Dwyer, publisher of O’Dwyer’s annual list of PR agencies, recently made it clear that he will begin charging participants a fee to be included. We at Waggener Edstrom have decided that this arrangement does not support our business objectives. While we have participated in prior years, O’Dwyer’s list has not had a measurable impact on our business efforts for some time.
We are, however, taking part in other industry rankings that do not require payment, and which have proven to deliver as good, or better, results for our business. But because of our decision, O’Dwyer has singled us out for declining to advertise.
In his blog, O’Dwyer regularly calls on agencies to support trade media. The reality is that we do support the industry.
We have advertised with other publications such as PR Week, and we will continue to sponsor events that offer a thoughtful dialogue on emerging industry topics. We are also a member of the Council of PR Firms — another organization that O’Dwyer has taken to task for not financially supporting his business to the extent he deems sufficient.
Our decision is based on the same set of expectations that our clients set for us each day — demonstrate great value, deliver great results and you will earn our business.
In this case, our view on what’s best for our business simply differs from what O’Dwyer believes is best for his.
As a side note, you can see Gawker’s unique take on the situation here.
Kent Hollenbeck is Sr. Vice President of Marketing & Corporate Communications for Waggener Edstrom Worldwide and can be found @kent_h on Twitter.