WASHINGTON, D.C.—Terry Wade, a veteran of the Washington, D.C., offices of Burson-Marsteller and Cohn & Wolfe, has launched TheWadeGroup, a consortium of senior public relations professionals that sets out to provide “a dramatic alternative to the way public relations services are delivered in Washington.”
Wade, who has nearly 30 years experience in the Washington market, points out that “economic realities have changed, which means shrinking budgets and declining revenues. Clients are looking more closely at their public relations budgets and demanding increased focus and service from the most experienced professionals in an agency, while expecting greater value for their dollar. Those expectations are met when an agency’s senior professionals are completely focused on client service, and our organizational model guarantees that focus.”
Other members of the team include Brent Gilroy, a public affairs expert and 12-year veteran of B-M, Hill & Knowlton and Powell Tate, who has worked on trade issues for the Government of Mexico; Susan Bruser, who spent 11 years at B-M, mostly on pharmaceutical clients; media relations expert Peter Mirijanian, who has crisis and litigation experience; and Ken Vest, who will lead the firm’s media training practice. The consortium is supported by a traditional agency-style staff, which provides both client and administrative support.
“We are organized so our experienced professionals are compensated for only one thing – delivering superior client services,” says Wade. “Our associates have no responsibility for staff productivity, billings, marketing or new business development. The only pressure they have is to deliver for the client.”