Successful firms changed style of management before recession. (The Emerging Firm of the '90s) (Cover Story)

Not all public relations firms suffered during the economic turmoil of recent years. But even those that remained relatively stable, and actually managed to grow, recognized the need to change with the times. In fact, several successful firms changed management styles ahead of the crowd before the recession of the early '90s. Ruder*Finn, Porter/Novelli and Edelman Public Relations Worldwide are three examples.

At New York City-based Ruder*Finn, for instance, annual fees increased by 350% from 1986 to 1992, according to Executive Committee Chairman Peter Finn. "We moved up dramatically during that period because we began actively recruiting senior people with talent in winning and …