Rank and File

A squabble is brewing over industry rankings as Jack O'Dwyer's Newsletter and the Council of Public Relations Firms each vie to be the ultimate arbiter of the nation's top PR firms. In a letter urging PR firms to "toss the forms from the Council," O'Dwyer described the Council's ranking methodology as superficial because it does not require agencies to provide supporting documents such as income tax returns and W-3 forms. O'Dwyer also took issue with the fact that the Council allows agencies to qualify, even if as much as 49% of their income is derived from non-PR activities.