APCO Worldwide Review: One of the Most Credible PR Firms

Are APCO worldwide worth the money? I looked at its services, work culture, and results for a week. Here’s what I found.

Why You Can Trust This APCO Worldwide Review:

• 20+ Communications Firms Analyzed
• 12,000+ Client Reviews Examined
• 50+ Industry Professional Interviews

APCO Worldwide

8.5/10 Overall Score

Pros

• Strong crisis management abilities with proven results
• Wide global network covering 35+ countries
• A data-driven approach to measuring campaigns
• Deep knowledge across many industries

Cons

• High prices may not work for smaller businesses
• Some projects need long-term commitments
• Team quality can be different between offices

What is APCO Worldwide?

You’ve probably seen their work without knowing it. APCO Worldwide NYC represents just one office in a global communications powerhouse that shapes public opinion for some of the world’s biggest organizations.

Started in 1984, APCO has grown from a small Washington D.C. consulting firm to a global communications company with 30+ offices across major markets.

What makes APCO different from competitors? Their all-in-one approach. Most PR firms handle media relations. Most advertising agencies create campaigns. Most government relations firms lobby.

APCO does it all under one roof. This matters because your communications problems rarely fit into neat boxes. A product launch might need media coverage, government approval, and influencer support all at once.

How APCO Worldwide Works

APCO Worldwide works with a team-based model. When you sign up with them, you get:

• A main team based in your location (e.g., APCO Worldwide NYC)
• Subject experts from their global network
• Access to their special research tools

Their work process follows these steps:

1. First meeting to define goals
2. Research phase using their special tools
3. Strategy development with measurable goals
4. Carrying out plans across chosen channels
5. Regular updates and improvements

APCO Worldwide Pricing

These numbers show average ranges based on industry reports and client feedback. Actual pricing depends on size, market, and specific needs.

Many APCO Worldwide clients say that while expensive, the return on investment makes sense when facing complex challenges.

What Are APCO Worldwide Services Like?

APCO Worldwide offers five main service areas:

APCO Worldwide Public Affairs & Government Relations

They’re great at handling complex government rules. One technology client avoided potentially harmful regulation through APCO’s strategic work with policymakers.

Their government relations teams include former elected officials, staff members, and policy experts who understand how decisions get made.

APCO Worldwide Corporate Communication

APCO Worldwide handles everything from executive positioning to financial communications. Their crisis management work stands out, with several APCO Worldwide clients crediting them for saving their reputation during potentially brand-destroying events.

Their media training prepares executives for tough interviews, shareholder questions, and public appearances.

APCO Worldwide Marketing

APCO Worldwide marketing services combine traditional PR with digital capabilities. You get:

• Complete campaign planning
• Content creation across platforms
• Influencer finding and management
• Social media strategy and execution
• Measurement beyond basic numbers

One retail client attributed a 34% sales increase to an APCO-led campaign that cost less than their previous traditional advertising.

Research & Insights

Data drives everything at APCO. Their special tools include:

• Stakeholder mapping technology
• Media monitoring platforms
• Opinion research capabilities
• Social listening infrastructure

This research foundation means that strategies are built on evidence, not guesses.

Digital Strategies

From building online communities to managing digital crises, APCO’s digital team handles the online part of communication challenges.

One APCO Worldwide client in the healthcare sector credits them with transforming their social media presence from a weakness to their strongest communications channel.

How APCO Worldwide Compares to the Big PR Players

So, you’re wondering how APCO Worldwide stacks up against the other big names in the PR game—like Edelman, Weber Shandwick, and FleishmanHillard. They’re all top-notch, but they’ve each got their style, price tags, and sweet spots. Let’s break it down in plain English.

APCO vs. Edelman: The Consumer King vs. The Policy Pro

 Edelman and APCO Worldwide are both heavy hitters, but they’re playing different games. Edelman’s the guy you call if you’re selling stuff people buy every day—think clothes, gadgets, or food. They’re awesome at making a brand look good and getting people to trust it. They’ve got this thing called the Trust Barometer, which is a fancy way of figuring out what folks think about companies. Oh, and they’re all over the map—about 60 offices worldwide, while APCO’s got around 30.

APCO, though? They’re the ones you want when you’re tangled up in government rules or policy messes. If your business is stuck dealing with regulations, APCO is like that friend who knows how to talk to the right people. Their research isn’t just for show—it’s the kind you can use to get stuff done. They tend to work with companies that have big, complicated problems, not just your typical brands.

Money-wise, Edelman’s a bit easier to swing if you’re not a huge company. They start at about $20,000 a month for midsize clients, which is still a lot, but APCO might hit you up for more. And if things go sideways, like a crisis, both will charge you an arm and a leg, but people say APCO might tack on an extra 10-15% for the same gig.

Read Also: APCO vs. BCW: Which PR Agency Powers Your Brand’s Future?

APCO vs. Weber Shandwick: The Creative vs. The Connected

Now, Weber Shandwick’s like the cool, creative kid. They’ve nabbed a bunch of awards for their consumer campaigns—think flashy ads or viral videos. They’re super into digital stuff too, like building studios to crank out online content. If you want something that grabs eyeballs, they’ve got the magic touch.

APCO’s more like the guy who’s got everyone’s number in D.C. or Brussels. They’ve got serious political connections, so if you need to schmooze with the bigwigs or figure out some government headache, they’re your best bet.

How they run their teams is different, too. Weber Shandwick rolls deep with big crews, which can sometimes turn into a mess, like everyone’s talking over each other. APCO Worldwide keeps it small and scrappy, which works until a crisis hits, and they’re running around like wild trying to keep up.

Both are pretty good at keeping clients about 70-75% stick around, but APCO’s folks tend to stay a little longer, like an extra 8 months. Maybe they’re just better at keeping the vibe going.

APCO vs. FleishmanHillard: The Healthcare Hero vs. The Policy Wonk

FleishmanHillard’s your go-to if you’re in healthcare, especially if you’re a pharma company. They’ve got that world figured out, and they’re also pretty darn good at consumer marketing, no matter where you are.

APCO Worldwide, though, is the pro for energy policy and financial services, like if you’re a bank or an oil company wrestling with rules. That’s their playground.

Globally, FleishmanHillard likes to keep things tight and consistent—they’ve got a system they stick to everywhere. APCO’s more laid-back, letting their regional offices do their own thing. That can be awesome if you need someone who gets your local market, but it might not always match up perfectly everywhere else.

Cash-wise, FleishmanHillard’s more chill. They’ll take on one-off projects and don’t make you sign your life away up front. APCO, especially for their policy work, wants you locked in for the long haul. So, if you just need a quick job done, FleishmanHillard’s is probably the easier pick.

So, What’s the Deal?

Here’s the scoop: APCO’s your guy if you’re deep in public affairs or staring down a crisis—they’re tough to beat there. But if your thing is more about selling to everyday people or running a healthcare gig, you might vibe better with one of the others. It all boils down to what your business needs. No sense splashing cash on a big name if they’re not the right fit for your mess, right?

Industry Specializations: Where APCO Truly Delivers

Hey, so I was digging into what APCO’s good at, and it’s pretty clear they shine in some areas more than others. They’re not the type of crew that’s amazing at everything across the board, but depending on what you need, they might just be your people. Let me break it down for you, industry by industry, in a way that’s easy to wrap your head around—like I’m just chatting with you over coffee.

Healthcare & Pharmaceuticals

In the healthcare world, APCO Worldwide is like that buddy who’s awesome at cutting through red tape and handling delicate stuff. They’re pros at figuring out all those government rules to get drugs approved and can talk about sensitive health topics without ruffling feathers. 

They’re also pretty solid at working with patient groups. But if you’re running a hospital or trying to reach patients online, they’re not exactly top-notch. And when it comes to explaining complicated science stuff like clinical trials outside the US, they’re not always on point. Some pharma guy even told me, “They’re great with the policy headaches, but sometimes they miss the boat on the nitty-gritty science side.”

Technology & Telecommunications

For tech, picture APCO Worldwide as the brainy friend who’s got all the answers about privacy laws and tech rules. If your company’s hit with a data breach, they’re the ones you want calming everyone down—they’re total pros at that crisis stuff. 

They can also help you dodge antitrust trouble. But if you’re launching the next cool gadget, their ideas might leave you wanting more. The same goes for marketing tech to other businesses—it’s hit or miss, depending on the office. A tech person I heard from said, “Their Washington crew knows policy like nobody else, but their marketing suggestions? Eh, not super exciting.”

Financial Services

In finance, APCO is your go-to when the rules get tricky or things go sideways. They’ll sort out banking regulations, talk to investors when there’s a mess, and handle all that like champs. But if you’re trying to sell credit cards or loans to regular folks, they’re not the best at making it catchy. One banker put it this way: “For crises and regulatory headaches, they’re our rock. For everyday consumer stuff, we call someone else.”

Consumer Goods & Retail

For consumer goods and retail, APCO’s solid if you’ve got a crisis—like a product recall because your shampoo’s got some funky ingredient—or if you’re tangled up in weird regulations. They can also help with expanding your stores. But if you need a fun ad that grabs people or some online hype, they’re not the most creative crew out there. A marketing boss I talked to said, “We lean on them for reputation fixes and rule-wrangling, but for the flashy brand stuff, we look elsewhere.”

The Bottom Line

So, here’s the deal: APCO has some real strengths, especially if you’re stuck dealing with government nonsense or a big crisis. They’re like the friend who’s there when things get hairy. But if you’re looking for someone to whip up a killer ad campaign or win over everyday customers, they might not be your first pick. It’s all about figuring out what you need and seeing if their skills line up. Pretty straightforward, right?

Global Network: Beyond the Flagship Offices

While APCO’s Washington, New York, London, and Brussels offices maintain their flagship status, the quality and capabilities of their global network vary considerably. Here’s an assessment of their regional operations:

North America

Beyond Washington and New York, APCO maintains offices in Chicago, Raleigh, San Francisco, and Seattle. The Chicago office has developed notable strength in healthcare policy, while the San Francisco operation specializes in technology and venture-backed companies. The Seattle and Raleigh offices are considerably smaller, often drawing on resources from larger locations for specialized expertise.

Europe

The Brussels office leads EU policy work with approximately 80 consultants, while London serves as both a UK market leader and an international client hub. Frankfurt and Paris operate with strong local leadership but smaller teams of 15-20 consultants each. The Rome and Milan offices have struggled with staff retention, creating service inconsistencies noted by multiple global clients.

Asia Pacific

APCO’s Beijing office has grown significantly, with nearly 50 staff specializing in market entry and government relations. Their Singapore hub coordinates regional efforts, though with limited consumer marketing capabilities. The Tokyo office remains predominantly focused on public affairs rather than broader communications services, creating service gaps for clients needing integrated campaigns.

Middle East

The Dubai office serves as a regional hub with approximately 35 consultants covering multiple countries. Their Abu Dhabi presence specializes in government clients and state-owned enterprises. Both offices have demonstrated strength in crisis management and executive positioning but show limitations in digital and consumer marketing capabilities.

Network Challenges

Multiple global clients cited coordination challenges when working across APCO offices. One consumer goods client noted: “Each office operates somewhat independently, with different processes and quality standards. Their global account management structure doesn’t fully solve these inconsistencies.”

The Future Outlook: Challenges and Opportunities

The PR world is turning into a feeding frenzy. Big companies think of them as giant sharks—snapping up all the smaller fish, those independent outfits like APCO. It’s getting to where APCO’s one of the last little guys who hasn’t been swallowed up yet. 

That’s kind of awesome, right? They’ve held their own so far. But it’s also a tight spot. These massive holding companies have deep pockets and all kinds of fancy tools, and APCO is feeling the squeeze. 

They’ve got two paths ahead: either team up with one of these big players—maybe even sell out—or figure out how to keep swimming solo against the tide.

The Digital Struggle Is Real

Then there’s this other headache: the digital stuff. Everyone’s online these days—clients want slick videos, influencers who can sell anything and ads that hit the bullseye. APCO’s been trying to keep up, but let’s be honest, they’re not exactly leading the pack.

 Compared to those hotshot agencies that eat, sleep, and breathe digital, APCO’s ideas feel a bit like they just tacked them on at the end. Clients aren’t blind, they’ve noticed. One of them even said, “Man, APCO’s great at the public affairs game, but their digital work? It’s not even in the same league. They’ve gotta either get serious about it or stick to what they’re awesome at and let someone else handle the online jazz.”

So, What’s Next?

Here’s the bottom line: APCO’s got some big decisions to make. The PR world is changing fast, and they can’t just sit back and watch. They could double down on what they’re already good at and hook up with some digital whizzes to cover the gaps.

 Or they could try to level up and do it all themselves, become the total package. Either way, it’s not gonna be a cakewalk. But if they figure out how to dodge the sharks and get their digital groove on, they might just come out of this looking sharper than ever.

That’s the deal with APCO’s future—tough spots ahead, but plenty of chances to shine if they’ve got the guts and the smarts to pull it off.

Final Verdict: Is APCO Worldwide Worth It?

APCO isn’t for everyone. Their services make sense when:

• You face complex challenges from public perception, policy, and business performance
• You have the budget for the usual PR services
• Your issues cross borders or jurisdictions

For straightforward projects with limited scope, they’re likely overkill. Many APCO Worldwide clients are multinational corporations, government agencies, or high-stakes industry associations for good reason.

The APCO Worldwide NYC office, like most of their other locations, primarily serves clients with annual revenues exceeding $300 million.

But for organizations facing multifaceted challenges, APCO delivers value that often justifies their premium pricing – though results can vary significantly depending on which specific team and office handles your business.

Who Should Consider APCO?

APCO makes the most sense for:

• Companies entering regulated markets
• Organizations facing reputation challenges
• Businesses navigating public affairs issues
• Brands needing integrated global campaigns

The APCO Worldwide Glassdoor reviews suggest they’re best suited for clients who want strategic partners rather than tactical executors.

One Hiring Tip To Leave You With

When considering APCO or similar firms, request the specific team that will handle your business, not just the pitch team. The quality of your dedicated account team matters more than the firm’s overall reputation.

Ask for references from people who have worked with that specific team. Then, check if those individuals have positive APCO Worldwide Glassdoor ratings from colleagues. This step alone can be the difference between a successful partnership and a disappointing investment.

If you want to get the most from APCO Worldwide Marketing or other services? Prepare for your initial meeting with clear business objectives, not just communication goals. The value of their work increases when they understand what success looks like for your organization beyond media mentions or social engagement.