"For the first time, we introduced a comprehensive methodology that started with a formal submission process and included peer recognition, client surveys, employee surveys and media surveys. Survey participation was optional. Some firms felt uncomfortable asking clients for help or didn't want to burden staff. We respect that. Survey data was additive, not punitive-used when evaluating firms with comparable impact. We noted when response rates were particularly high or low, recognizing that high scores with robust participation are especially impressive."
"To ensure fairness, Observer convened a PR Industry Council. Approximately 20 agency founders and CEOs gathered to debate methodology questions, providing guidance on process and ethics. The council had no input on which firms are included on the list or how they were ranked. All decisions remained with Observer's editorial team. Firms were required to submit for consideration (at no cost)."
Power is defined as the ability to move capital, culture, and conversation across industries and as the tangible outcomes produced when paid to participate. A refined measurement for PR influence combined formal submissions with peer recognition and optional client, employee, and media surveys. Firms had to prove impact through campaigns affecting policy, revenue, and public conversation. A PR Industry Council of about 20 founders and CEOs advised on methodology and ethics but did not determine list inclusion or rankings; final decisions rested with the editorial team. Client survey responses (558 clients) emphasized responsiveness and expertise while flagging ROI and proactivity as areas needing improvement.
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