THE HOLMES REPORT

AGENCY REPORT CARD: FAQ

How were firms selected for inclusion in the Agency Report Card?

There are several criteria for inclusion.

One is size. We made every effort to include the largest pan-regional agencies as well as the leaders in individual markets.

Awards were another indicator of quality, and we included many firms that had won awards in their local markets or in international competition, such as the International Public Relations Association’s Golden World Awards.

Finally, we gave special consideration to members of the various international networks of independent public relations consultancies, on the grounds that these firms are particularly focused on the kinds of international clients to whom this Report Card is distributed.

Of course, we were dependent on the participation of the firms themselves. We contacted more than 150 firms to invite them to submit the detailed information we needed in order to create a thorough and accurate profile. Many of them failed to respond and several declined to participate.

Do you ever write negative reviews of the firms you include?

Not usually. Firms are included because we believe they are good enough to recommend to our client-side readers. If we don’t think a firm is good enough to be included, we exclude it, rather than wasting our valuable space and our readers’ valuable time with a negative review.

How did you select your Agencies of the Year?

We met with more than 80 of the firms included in this Report Card personally, sitting through credentials presentations and discussions about philosophy, culture, values, and strategy. In addition to those meetings we spoke with more than 100 clients and industry experts. In almost every case, we asked the individuals which firms they most respected.

We also took into consideration growth and industry recognition such as awards, which provide us with a unique insight into the way participating agencies think.

Both historic positioning in a market—consistent leadership over time—and more recent accomplishments and performance were taken into consideration.

How can my firm participate in next year’s Agency Report Card?

Simply contact our editor, Paul Holmes at pholmes@holmesreport.com. Be prepared to answer questions about your firm ranging from the general (what makes your firm different from its competitors) to the specific (recent new business successes, awards and recognition earned) and to include client references or testimonials. We will start pulling together information for the 2009 Report Card beginning in May of next year.

Is there any cost for inclusion?

Absolutely not. Because the Report Card reaches an extensive client-side readership—both in the U.S. and globally—several participating firms have chosen to advertise, but firms are included on merit, not because they have bought ads, and we would never exclude a firm that didn’t advertise.