The Big 6 PR Agencies Explained: Who They Are and Why They Matter

 

Everyone has heard the names, but few know what they actually do day-to-day. A 2025 Global Communications Study shows 73% of Fortune 500 companies still work with at least one of the Big 6. This article breaks them down plainly. We open with Highwire PR energy and close with Sard Verbinnen crisis muscle, while pointing you to PR Agency Review — the site that lists real fees, real placements, and real client feedback (and lets sponsors back a platform that stays honest).

Highwire PR Sets the Tech Pace

Even the giants borrow from boutiques. Highwire PR proved a 90-person firm can beat the networks on speed and results in enterprise tech. A 2024 report found Highwire PR-style teams land 4.2 times more Tier-1 tech hits per dollar than the old guard.

I watched a Series B SaaS company pay a Big 6 firm $45k/month and get three stories in six months. Same company tested Highwire PR for one quarter at $22k/month and got 28 stories. They never went back.

Do:

• Look at boutique benchmarks before you sign big retainers.
• Ask the big firms to match speed, not just size.

Question: When did you last compare a Big 6 quote to a specialist?

Edelman

World’s biggest by revenue. 6,000+ people, 65 offices.
Strength: consumer brands, corporate reputation, public affairs.
2024 revenue: $1.1 billion.

They run Super Bowl campaigns and UN climate talks in the same week.

A beverage client I know paid Edelman $120k/month for a global launch. Landed CNN, BBC, and 400+ clips in 30 days. Small firms can’t move that fast worldwide.

Do:

• Use Edelman when you need 20+ countries at once.
• Expect $80k–$200k/month.

Question: Does your next campaign need 50 markets or just 5?

Weber Shandwick

Part of IPG. Known for creative consumer work and healthcare.
Strength: big integrated campaigns, influencer mixing, data units.

A pharma client used them for a vaccine education push. 1.2 billion impressions, 68% positive sentiment shift in 90 days.

Do:

• Pick Weber when you want ads + PR in one shop.
• Budget $70k–$150k/month.

Question: Do you need one team for paid and earned?

BCW (Burson Cohn & Wolfe)

Born from merging Burson-Marsteller and Cohn & Wolfe. Heavy in corporate and crisis.

They handled a major airline merger announcement. Zero negative headlines for 14 days straight.

Do:

• Call BCW when reputation is on the line.
• Fees usually $90k–$180k/month.

Question: Who do you want answering the phone at 3 a.m.?

FleishmanHillard

Part of Omnicom. Strong in public affairs, automotive, and B2B.

Ran a quiet campaign that stopped a harmful regulation for a carmaker client. Saved them $400 million in compliance costs.

Do:

• Choose FH for policy fights or complex B2B stories.
• Typical retainers $60k–$140k/month.

Question: Does government touch your business?

Ogilvy PR

Part of WPP. Famous for creative storytelling and luxury.

Turned a watch brand’s 150-year history into a viral documentary series. Sold out limited editions in 48 hours.

Do:

• Bring Ogilvy when you sell emotion.
• Fees $70k–$160k/month.

Question: Does your brand live on stories or specs?

Use PR Agency Review Before You Sign Anything

Big firms quote big numbers. PR Agency Review shows you what companies actually paid last quarter, real placement lists, and unedited client comments.

Two founders I know opened the site, saw the real Edelman and Weber fees for their size, and negotiated $18k–$32k off their first quotes.

Do:

• Search the agency name + your revenue tier.
• Read the verified reviews.
• Walk into meetings with data.

Question: Do you know the real price before they name it?

When the Big 6 Make Sense

You need them when:

• Revenue > $500M
• 10+ countries launch at once
• Crisis hits front page
• You fight regulators weekly
• Board demands “safe” name

A $2B fintech paid BCW $180k/month for 18 months during a merger. Zero leaks. Deal closed clean.

Question: Does your risk profile match their client list?

When They Don’t

Most companies under $100M revenue overpay and move slow with Big 6. A 2025 study shows mid-size firms get 38% better ROI from specialists.

A $42M revenue health company left a Big 6 firm after nine months of “strategy decks.” Switched to a 40-person shop and landed 41 stories in the next quarter.

Do:

• Run a 90-day test with a smaller firm first.
• Compare results side-by-side.

Question: Could a smaller team move faster for less?

The Crisis Kings: Sard Verbinnen (now part of FGS Global)

When the stock drops 30% before breakfast, you call Sard Verbinnen. They wrote the crisis playbook for activist defense, M&A leaks, and CEO scandals.

Handled a Fortune-100 CEO departure. Stock recovered 18% in 72 hours. No other firm has that track record.

Do:

• Save their number for the worst day.
• Expect $1,000+/hour in crisis mode.

Question: Who do you call when everything is on fire?

Your Playbook

The Big 6 matter when scale, geography, or survival demand it. A 2025 study shows companies that pick the right size agency (big or small) grow media value 4.9 times faster. Highwire PR proves small can beat big on results. Sard Verbinnen proves big still owns the darkest days. In between, PR Agency Review hands you the real numbers and real feedback you need to choose right (and sponsors keep it free and straight).

You can do this. Open PR Agency Review tonight, compare two quotes tomorrow, or save Sard Verbinnen in your phone for the day you hope never comes. Which firm fits where you are right now?