Few trade groups are as successful at lobbying as the Pharmaceutical Research and Manufacturers of America, according to a new survey by public relations firm APCO Worldwide.

APCO asked more than 300 policy leaders in Washington, D.C., to assess 50 trade associations on a variety of criteria, from their media relations operations to their grassroots efforts. The company released the top result in each category Wednesday, with seven groups making the cut.

PhRMA led the pack as the top result in seven of the 15 categories, including lobbying, unified voice, social media and coalition building. Next was the American Hospital Association, which led in three categories: Events, member representation and information resource.

APCO also asked policy leaders to rank the most effective elements needed to run an association. The results were multilateral impact (working effectively with regulators, legislators and political officials in the executive branch), unified voice, bipartisanship, media relations and social media.

The results had shifted since APCO last surveyed policy leaders in 2013. At that time they ranked lobbying and coalition building among the most important attributes.

"Having a unified voice as an industry and having a positive perception in the media are now considered more important to a trade association's effectiveness than lobbying or member mobilization," said Bill Dalbec, deputy managing director for APCO Insight, the opinion research group at APCO Worldwide. "It's an interesting shift that's reflective of how people are perceiving brands differently today than in the past."

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