Acronym of the Week: “HIPRA”

HIPRA, acronymHuge International Public Relations Agency, a term that refers to a public relations firm with over 1,000 employees or fee billings in excess of US$250 million.

These massive public relations corporations usually combine a broad global footprint with a headcount large enough to be able to service extremely labor-intensive PR work. These are firms like Edelman, Blue Focus, Burson-Marsteller, Ogilvy, Weber-Shandwick, and the like.

With Blue Focus, China has an entry in this list, and it is worth watching as BF looks set to grapple with Edelman for the title of the biggest, particularly as market trends are pointing away from the scale-based business model upon which both have built their businesses.