THE GREAT PR RECESSION IS OVER! PG. 28

M a y 2 0 1 0 | w w w . o d w y e r p r . c o m

Communications & new media May 2010 I Vol. 24 No. 5

1. Edelman $440,110,3432. APCO Worldwide 100,300,0003. Ruder Finn 89,175,0004. Text 100 Global PR 48,600,0005. Schwartz Comms. 24,905,4036. ICR 22,011,1617. Regan Comms. Group 19,859,0008. Gibbs & Soell 16,888,1529. Allison & Partners 14,662,25510. Cooney/Waters Group 12,344,058PR firms ranked by net fees, industry specialty,

geography, annual growth and more!

PLUS:

SOCIAL MEDIAADDICTION?

ONLINE REPUTATION MANAGEMENT

FACEBOOK PUSHES THEBOUNDARIES OF PRIVACY

Privacy: online’stop ethical challenge

Pg. 16Optimism, revenuefuel Q1 growth

Pg. 12 Pg. 18Few bright stars for PR specialties

Rankings start on Pg. 30 ...

ANNUAL PR FIRMS RANKINGSISSUE

ANNUAL PR FIRMS RANKINGSISSUE

YOUR GUIDE TO THE TOP U.S.INDEPENDENT PR FIRMS PG. 40

Rankings start on Pg. 30 ...

SPECIALSECTION

:

THE GREAT

PR RECESSION

IS OVER!

PG. 28

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at NewYork, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly.

www.odwyerpr.comDaily, up-to-the minute PR news

EDITORIAL CALENDAR 2010

January: Crisis Comms. / Buyer’s Guide

February: Environmental & P.A.

March: Food & Beverage

April: Broadcast & Social Media

May: PR Firm Rankings

June: Global & Multicultural

July: Travel & Tourism

August: Financial/I.R.

September: Beauty & Fashion

October: Healthcare & Medical

November: High-Tech

December: Entertainment & Sports

Vol. 24, No. 5May 2010

ADVERTISERS

28

PR BUYER’S GUIDE

PR MARKETPLACE

RANKINGS OF U.S.INDEPENDENT PR FIRMS30

WASHINGTON REPORT60

CONTENTS

PROFILES OF TOP U.S.INDEPENDENT PR FIRMS40

COLUMNS

PROFESSIONAL DEVELOPMENTFraser Seitel

FINANCIAL MANAGEMENTRichard Goldstein

GUEST COLUMNRene A. Henry

5758596263

Atomic PR................................5Blue Practice..........................21Booz Allen Hamilton...............25Butler Associates...................19Catapult PR-IR.......................57 Crosby Mktg Comms..............11Edge Comms.........................22

ETC........................................26Fleishman-Hillard...................27Godwin Issues Mngmt. Net......7ICR.........................................15KEF..........................................3Lambert, Edwards & Assocs.....24Log-On...................................43

Merritt Mgmt Group..................9 NAPS...............INSIDE COVERNYU.......................................13 Omega Travel........................47Pierpont Comms....................10Regan Comms.......................23

Ruder Finn.............................39SS|PR....................................29Synaptic..............BACK COVERTGI Healthworks....................17TV Access..............................59Widmeyer Comms.................14

EXPERTS: BLOG DISCLOSURELAW “UNCONSTITUTIONAL”A report finds fault with the FTC’s

new guidelines surrounding endorsementsand testimonIals in advertising.

22EDITORIALNew sharks smell blood in the PR waters.

6POLICE, COURT DENY PRESSPROTECTION FOR BLOGGERSRecent legal and criminal cases haverevived the debate as to whether bloggershave the same rights as journalists.

8

STUDY FINDS SOCIAL MEDIA“ADDICTIVE”Students that abstained from socialmedia as part of a University of Marylandstudy reported “withdrawal” symptoms.

10OPTIMISM, REVENUE FUEL2010’s FIRST QUARTERFor the first time in a long time, Aprilwas a good month for earnings reported inthe PR industry.

12FACEBOOK MARKETINGPROGRAM DRAWS FIREA new Facebook platform givesits users’ info to third-party web sites.

14

PRIVACY RANKS AS TOPONLINE CHALLENGEOn the web a new set of ethicallandmines that are posing new, complexchallenges to corporate communicators.

16

FEW BRIGHT STARS FOR PR INDUSTRY REVENUES Most specialty PR rankingsbore all the tell-tale signs of2009’s economic rough patch.

18

SECONDS COUNT IN DIGITAL REPUTATION MANAGEMENTThe speed a story takes in theonline world means communicators must acttwice as fast to address and respond to crisis.

20

NEW BILL GRANTS PUBLICFREE ACCESS TO RESEARCHThe House has introduced a bill

that would give the public online access tofederally funded research journals.

24NET NEUTRALITY’SFUTURE UNCERTAINA federal appeals court found that

the F.C.C. doesn’t have the authority to penalizetelecom companies that limit user information.

26ALTERNATIVE NEWS SOURCESNOT SEEN AS OPTIONNews execs. have balked at the ideaof alternative funding models, despitelayoffs and revenue declines.

9

EXECS PUT ‘GREAT RECESSION’ BEHIND THEMAs the PR industry slowly recovers

from the recession, executives are certainthat growth lies ahead.

28

New sharks smell blood in PR waters

EDITOR-IN-CHIEFJack O’[email protected]

ASSOCIATE PUBLISHERKevin [email protected]

EDITORJon [email protected]

SENIOR EDITORGreg [email protected]

CONTRIBUTING EDITORSFraser SeitelRichard GoldsteinChristine O’Dwyer

ADVERTISING SALES

John O’DwyerAdvertising Sales [email protected]

Joshua FiermanNational Advertising [email protected]

Jack FogartyNational Advertising [email protected]

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016.(212) 679-2471Fax (212) 683-2750.

© Copyright 2010J.R. O’Dwyer Co., Inc.

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www.odwyerpr.com breaking news,commentary, useful databases and more.

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6 MAY 2010 WWW.ODWYERPR.COM

EDITORIAL

Hungry corporate raiders are circling the PR waters, eager to gobble upfirms in an effort to cash in on the impending good times set for thenow rebounding communications sector. Observers shouldn’t look for

the usual suspects of WPP, Omnicom, Interpublic and Publicis Groupe(Maurice “The Magnificent” Levy, of course, can never be counted out) inthe PR takeover game. New players such as MDC Partners chief Miles Nadaland old-hands like Peter Chadlington, who as Peter Gummer built Shandwickinto a global entity, are the guys who will make the big acquisition waves.

Nadal, fresh from his acquisition of Elliot Sloane’s Sloane & Co., toldO’Dwyer’s that PR is a prime growth opportunity for the holding companybest known for creative ad shops (Crispin Porter & Bogusky). He ticks offthe rise in social media, greater consumer skepticism toward corporations,increased brand engagement, more governmental relations and all-intrusive24/7 media coverage as reasons to get more involved in PR. Nadal praises PRas the most innovative part of the communications spectrum. He told thiswriter that any independent firm on O’Dwyer’s rankings list is a possible can-didate. Nadal has had talks with some big household names (at least in thePR neighborhood) who would be nice catches for the Toronto-based holdingcompany.

Chadlington is itching for his “second act.” He remains restless followinga $33.6M acquisition of D.C.-based Dutko Worldwide in December. Thatwas the mere opening foray of the latest British invasion of the U.S.Chadlington is considering big and small acquisitions in key U.S. markets tofold under the recently fortified Grayling brand, which has fees in the $150Mrange. This time around, Chadlington plans to be more conservative when itcomes to financing deals and plans to concentrate on the “soft issues” oftraining and culture that make deals work.

An acquisition drive is good news for PR, which was pretty much dead inthe water during the past 18 months. Fresh blood, money and ideas can onlybolster the professionalism and reputation of the PR business.

— Kevin McCauley


Aseries of recent legal and criminalinquiries have stoked the debate asto whether bloggers should be treat-

ed as equal to print, TV or online journal-ists.

In one case, authorities revoked a blog-ger’s rights to newsgathering materials, anact experts claim is illegal under thePrivacy Protection Act. In another separatecase, courts ruled that bloggers are not pro-tected by the same shield laws that immu-nize journalists from divulging their confi-dential sources.

Police in April raided the Fremont, CAhome of Gizmodo Editor Jason Chen, seiz-ing personal computers as well as harddrives and a digital camera. Chen hadweeks previously landed a scoop in the blo-gosphere when he published an exposédetailing the prototype of a new, yet-to-be-released model of Apple’s iPhone, com-plete with photos.

The story came under dubious circum-stances. Chen allegedly obtained the phone

by paying an undisclosed third party$5,000. The seller, whom Chen has so farrefused to identify, claims the phone wasfound at a bar in nearby Redwood City.

The story was enough to catch the ire ofApple, a company that enacts notoriouslyiron-fisted research and development poli-cies. The company’s lawyers contactedGizmodo, and the blog eventually returnedthe iPhone. Gizmodo claims it had previ-ously tried to give the phone back to Applebut received no response.

Chen has not been arrested for any crime.Lucy Dalglish, Executive Director for TheReporters Committee for Freedom of thePress, said that if police were not investigat-ing Chen for breaking the law, their searchwarrant is illegal and they didn’t have theright to confiscate his personal property.

Specifically, the property seizure was aviolation of the Privacy Protection Act of1980, which protects news gatherers frombeing searched and having the materialsthey use to present a story (in this case, aniPhone) confiscated.

“This was a screw up and they’re gettingvery defensive about it. Congress passed alaw 30 years ago to protect journalistsagainst these circumstances, and thankfully(Chen) has a very good lawyer,” she said.“Search warrants are not used for civil pro-cedural matters, they’re used for criminalmatters. There’s no First Amendment rightnot to be searched. In a situation like thisthere’s a Federal law that says if you wantnews gathering materials, you need to sup-ply a subpoena.”

In a letter to authorities, Gawker ChiefOperating Officer Gaby Darbyshire reiter-ated the claim, stating that under both “stateand Federal law, a search warrant may notbe validly issued to confiscate the propertyof a journalist.” She referred to Chen as “ajournalist who works full time for our com-pany.”

Gizmodo is owned by Gawker Media.Dalglish said the only time the Privacy

Protection Act does not protect journalistsagainst search and seizure is under “verynarrow circumstances” where a journalist isconsidered the perpetrator in a criminal act.

If authorities believe Chen committed acriminal act in the course of acquiring thephone, experts have speculated that Chen’sprofession as a journalist may not be calledinto question as much as whether he know-ingly received stolen property, in whichcase its use would be rendered immaterial.

This could prove to be a pointless debatehowever, as the warrant used to searchChen’s home did not reveal him as a sus-

pect in a criminal act.“The only way you could get a search

warrant is if it’s criminal, so clearly theybelieved a felony has been committed,though it’s unclear what the charge is,” saidMatt Zimmerman, Senior Staff Attorney atthe Electronic Frontier Foundation. “Theshort version here is there’s a Californiapenal code which is very broad that pro-hibits law enforcement from getting thisinformation from journalists.”

Shield law shuns bloggerAlthough incorrectly stated in more than

one recent news report, Chen’s ordeal cur-rently has no applicability under currentshield laws, which is legislation that effec-tively strips journalists of any legal obliga-tion to reveal their sources under subpoena.

Shield laws vary state-by-state (there iscurrently a proposed Federal law on thefloor of the U.S. Senate). Under Californiastate law, Chen may invoke this privilege ifasked to reveal the identity of the individualwho sold him the phone, though no casehas gone to court and such scenarios havenot been entertained publicly.

On the other hand, a New Jersey appealscourt in April ruled that bloggers can’tinvoke the same confidentiality privilegesas the press simply because they claim to be“journalists.”

In this case, Washington State nativeShelle Hale was sued for defamation byporn software provider Too Much Mediawhen she publicly accused the company offraud, among other ethical violations, onindustry news blog oprano.com.

Hale later claimed her statements werethe result of quotes procured from compe-tent sources, and were divulged for the pur-pose of informing the public.

When Too Much Media’s lawyersplanned on deposing her sources, Halemoved to New Jersey in order to takeadvantage of the state’s existing shieldlaws, and set up a “news” web site to fur-ther her standing as a journalist (the site didnot feature any content).

In its ruling, the court stated that Hale“exhibited none of the recognized qualitiesor characteristics traditionally associatedwith the news process, nor has she demon-strated an established connection or affilia-tion with any news entity.”

Too Much Media’s attorney JoelKreizman went a step further:

“Some people regard the Internet as theWild West but there are some rules thatapply. The shield law is limited to mem-bers of the media, not pretenders orwannabes.”

Police, court deny journalist protection for bloggersBy Jon Gingerich

U.S. weekday newspaper circula-tion fell by nearly 9% betweenOct.’09 and March ’10, with

Sunday editions falling 6.5%, accordingto data released in April by the AuditBureau of Circulations.

The figures are actually a slightimprovement from newspaper losses atthis time last year, when weekday news-paper circulation dropped 10.6% fromthe year before and Sunday circulationfell 7.5%.

Several top U.S. daily publicationshave continued experiencing serious cir-culation losses within the past year, withnotable examples including the SanFrancisco Chronicle, which lost nearly23% of its subscribers, USA Today,which lost 13.6% of its readers and theWashington Post, which lost 13%.

The New York Times fared slightlybetter, experiencing an 8.5% decline inweekday subscribers and a 5.2% declinein Sunday editions.

According to an AP report on theABC findings, these numbers now givethe Wall Street Journal the largest circu-lation of any newspaper in the UnitedStates.

U.S. newspaperscontinue decline

MEDIA NOTES

Newspaper executives are balkingat ideas like government and alter-native funding for operations,

according to a survey by the Pew ResearchCenter’s Project for Excellence inJournalism.

Pew conducted a poll with the AmericanSociety of News Editors and RadioTelevision Digital News Association andfound both concern for the future alongwith some optimism in the sector, despitelayoffs and revenue declines.

An unidentified broadcast news execu-tive told the survey: “[Outside fundingoptions] are being used to ‘save’ old mod-els of journalism that are no longer eco-nomically viable and will die out overtime no matter what.”

Only 10% responding said they areworking on “pay walls” for content, whileanother 32% are considering such a moveand 11% have dismissed the idea. Only15% think such a move would be a signif-icant source of revenue and 35%, morethan one-third, have not even consideringcharging readers for content online.

Opposition to government funds orinterest group backing is widespread, Pewfound, as 75% said they have “serious

reservations” about government supportand 78% nixed interest group financing ofnews.

Fewer than half queried said they areconfident their news operation will lastanother decade without any significantnew sources of revenue, and one-third seea risk in five years or less time.

The study also found a divide amongnewspaper and broadcast executives withthe latter being more pessimistic. Those in

broadcast see journalism headed in thewrong direction at a nearly two-to-one clip— 64% vs. 35% — over newspapers.

But cultural shifts, younger and moretech-savvy staff and a sense of experimen-tation are all contributing to a tangiblesense of a “change for the better,” Pewalso found.

The survey included 353 responsesfrom the RTNDA and ASNE membershiplists.

By Greg Hazley

MAY 2010 WWW.ODWYERPR.COM 9

‘Alternative’ news funding sources not seen as an option

PR Newswire and Business Wirehave released iPhone applicationsdeveloped by third parties to deliver

news releases and multimedia content tousers.

Cathy Baron Tamraz, CEO of BW, calledmobile distribution a “major element” forthe company going forward.

PR Newswire said that it is moving tostreamline its content for mobile deviceswith the addition of an iPhone app and oth-ers for iPad, Blackberry and Androiddevices in the works.

PRN said that its new iPhone app offerssearchable breaking news and multimediareleases (including video) to users, who can

save searches and share content via socialmedia sites like Twitter and LinkedIn. Theapp also works on iPod Touch and iPaddevices, although PRN said it is working onan “optimized” version for the iPad.

Business Wire on April 6 unveiled itsown iPhone app developed by AgenceFrance-Presse that includes press releasesand multimedia. It works on iTouch andiPad devices. ProfNet subscribers canaccess queries via an app developed byNewstex, which is free at the Apple Store.

BW said its content has been integratedinto AFP’s own iPhone app, as well. It hasa mobile website, m.businesswire.com, forusers of Blackberry, Windows Mobile andDroid devices.

News wires go mobile

Students who abstained from socialmedia and cell phones reportedexperiencing “withdrawal” symp-

toms, according to a recent study conduct-ed by the University of Maryland.

A class of 200 UM journalism studentstook part in the study, which was adminis-tered in the form of an “assignment” thatstipulated students spent a 24-hour periodfree of all media — no iPhones, iPods, lap-tops, televisions or radio. Students got tochoose which day they would spendmedia-free, and were then asked to writeabout their experiences, their successes andfailures.

Students participating in the experimentreported a number of withdrawal symp-toms not unlike those suffering from chem-ical addictions, listing specifics like anxi-ety and “fidgeting.”

One student concluded having the real-ization of feeling “incredibly addicted”after the experiment.

“Although I started the day feeling good,I noticed my mood started to changearound noon. I started to feel isolated andlonely,” wrote one student. “By 2:00 p.m.

I began to feel the urgent need to check myemail … I felt like a person on a desertedisland …. as if I was addicted to my iPodand other media devices.”

While students reported abstaining frommediums like TV or newspapers with rela-tive ease, they found that becoming tech-nological teetotalers from devices likeBlackBerries or iPhones was noticeablymore difficult.

“I clearly am addicted and the dependen-cy is sickening,” said another student. “Ifeel like most people these days are in asimilar situation, for between having aBlackBerry, a laptop, a television, and aniPod, people have become unable to shedtheir media skin.”

Susan Moeller, Professor of Media andInternational Affairs and Director of theInternational Center for Media and thePublic Agenda, said she was surprised atthe level of distress and “extreme difficul-ty” many students reported while on themedia wagon.

Moeller said the study was also telling ofhow we parse our social interactionsaround technology: students who typicallywalk around campus with ear buds, forinstance, found themselves forced to speakwith others. Students who prefer texting

friends now found they had to reconfigurethe customs surrounding how they com-municate.

“We didn’t ask students to go live in atent for 24 hours. People reported feelinglonely, sad or depressed but they weren’treporting any fewer social contacts, just dif-ferent kinds of social contacts,” she said. “Itbecame clear that students were forced toaddress the different ways they interact withpeople face-to-face versus text messaging,and they found the results distressing.”

One particular student admitted that:“texting and IM-ing my friends gives me aconstant feeling of comfort. When I did nothave those two luxuries, I felt quite aloneand secluded from my life.”

Moeller said perhaps the most interestingaspect of the study was that studentsremained up-to-date on current events evenas they were disconnected from mediasources.

She found the students to be generallynews-savvy, though perhaps less reflectiveabout their media consumption habits.Moeller said students are able to discusscurrent events but typically don’t retain thesource or network branding from where thenews originated, a virally-influenced con-sumption habit she described as “disaggre-gated.”

“They’re following news but they’re fol-lowing it in a different way,” she said.“When you ask students how they heardabout the Chilean earthquake, they don’ttalk about going to TV or the Internet, butmaybe a blog that might have picked it upfrom the New York Times, or even a conver-sation. They don’t track the links back, andthey’re seemingly just as happy to takeinformation that came from a personalpassing on as from the news.”


REPORT

Rolling Stone has re-launched its websiteand become one of the first major maga-zines to put most content behind a sub-scription paywall.

A pay structure set up offers a $29.99yearly subscription bundled with the maga-zine or $3.95/month for online users toview editorial content and multimedia fromcurrent and past issues dating back into its43-year archive.

Free access remains in place for breakingnews and some photo content.

Rolling Stone’s magazine circulation isabout 1.5M and its website attracts about1.3M million unique visitors.

Rolling Stone adds paywall

Media Briefs

By Jon Gingerich

Study finds many ‘hooked’ on social media


FEATURE

April was a good month forOmnicom, which beat Wall Streetexpectations and posted a 5.9%

increase at its PR units — Fleishman-Hillard, Ketchum, Porter Novelli, Cone andBrodeur Worldwide — on $276 million inrevenue for Q1. Organic growth in PRticked up two percent.

Profit at Omnicom was flat at $163 mil-lion on a 6.3% drop in revenue to $2.9 bil-lion as earnings-per-share beat the Street bytwo cents. Overall, U.S. revenues grew 3.9percent to $1.6B while international busi-ness soared 9.3 percent to $1.3B.

Shares in Omnicom hit a 52-week highin April following an upgrade to buy fromDeutsche Bank, which sees agencies “final-ly starting to participate in the ad marketrecovery already flagged by media ownersand increasingly the forecasters.”

French ad/PR conglomerate Havas saidNorth American revenue rose 5.2% duringthe first quarter of 2010 noting a “signifi-cant turnaround” in the region that fell9.2% for the same period of 2009.

The parent company of the Euro RSCGnetwork said strong growth in advertising,healthcare and corporate communicationssparked the regional climb.

Overall, revenue was up 1.4% to euro329 million from Q1 of ’09. The U.K.slipped 1.5%

“Beginning of a good recovery”Publicis Groupe, meanwhile, saw first

quarter revenue rise more than eight per-cent to euro 1.2 billion, including a 10%jump in North America. In U.S. dollars,that was a nearly 15% rise to $1.6 billion.

The company said North America expe-rienced an “excellent recovery” in the firstquarter with a strong performance in digi-tal, as well as sectors like retail, financialservices and healthcare while the auto sec-tor stabilized.

Despite the upbeat performance,Publicis said the economic environmentremains fragile and salary and recruitmentfreezes are only being discontinued gradu-ally.

Publicis said its key PR division, MS&LGroup, saw the “beginning of a goodrecovery” and started the year particularlywell with new business with wins ofWhat’s On (India) and the World GoldCouncil (China).

The company said digital now accountsfor 27% of its overall revenue.

Europe was the only region whereorganic growth fell for Publicis as revenueticked up 3.4%.

Vocus beats streetPR software company Vocus posted a

nine percent rise in first quarter revenue to$22.3M as its net loss from operationsgrew slightly to $579,000 from $478,000for Q1 of ’09.

The revenue results edged expectationsin the $21.8-22M range.

CEO Rick Rudman said he was “verypleased with the overall business climate”during the quarter.

The company also announced twoacquisitions — Data Presse SAS ofFrance and BDL Media Ltd. of China —with its better-than-expected results.

Vocus said it added 396 net new sub-scription customers during the quarter,more than double the 179 gained for thesame period last year. New clients includ-ed Nordstrom, FDIC and Honda UK.

Loss from operations was $549K forQ1, compared with income of $296K forQ1 of ’09.

Second quarter revenue is expected tobe in the $23.5-23.7M range.

BDL Media is a six-year-old PR servic-es company in the People’s Republic ofChina providing software in a vein similarto Vocus’ mission throughChinaNewswire.com andXinwengao.com. Its monitoring service isMyRSS.cn.

Rudman said the Chinese market has arapidly emerging PR industry estimated atmore than $1 billion and growing at a30% per year.

He called the deal a “launching pad” forVocus in the market.

The other deal announced was the$10.8 million acquisition of Datapresse, a21-year-old French PR software companywith about 2,000 customers and aEuropean media database that givesVocus broader reach into that continent.

The deal included $9.8 million in cashpaid at closing and up to $1.0 million incash on an earnout basis.

IPG sees revenues, executive pay fallInterpublic CEO Michael Roth reported

a $70.3M first-quarter net loss on April 29,down slightly from the $73.6M deficit inlast year’s period. Revenue slipped 1.2%to $1.3B.

Harris Diamond, CEO of IPG’s con-stituency management group, toldO’Dwyer’s that PR enjoyed a “good quar-ter” as revenues jumped in the 6.5%range.

Weber Shandwick and GolinHarriswere stand-outs in the PR group thatincludes MWW Group, Rogers & Cowanand DeVries PR.

Healthcare, corporate and consumerclients stepped up spending in both digitaland traditional off-line sectors. Diamondexpects business to strengthen through theyear as PR is normally the “first-in andlast-out” of an economic downturn.

Roth’s buoyed by the “broader econom-ic stabilization” that helped IPG trim thepercent of organic revenue decline to2.9%. U.S. organic revenues increasedthree percent.

He’s pleased by “another quarter of sig-nificant sequential improvement in ourorganic revenue performance.” Hebelieves that “shows the economy isrecovering” and anticipates more progressduring the remainder of the 2010.

IPG reduced operating loss from$81.9M to $59.4M. The company took a$5 “hit” from Hugo Chavez's Venezuela,an expense related to the transition toinflationary accounting in that country.

The ad/PR firm, which shows $1.9B incash/marketable securities, launched atender offer to buy up to 370K shares ofits Series B stock, convertible into 27.1Mshares for $400M. It currently pays a$19.4M dividend on those shares.

IPG registered $121M in ’09 full-yearnet versus $295M for 2008.

Roth saw total 2009 compensation tum-ble from $10.6 million to $6.4 million,according to the ad/PR conglom’s proxyreleased April 19. Roth showed $11.1M intotal comp in 2007.

Former CEO John Dooner ranked asthe No. 2 earner at IPG. As chief of IPG’sMcCann Worldgroup, Dooner earned$2.8M, down from $4.9M in ’08. Doonernow serves as Executive Chair ofMcCann until the end of the year.

Executive VP and CFO FrankMergenthaler earned a package of $2.4million, a decline from the $3.5M hauledin for ’08 from Interpublic.

Philippe Krakowsky, ExecutiveVP/Strategy and Corporate Relations, col-lected $1.9 million, off from $2.6 million.Timothy Sompolski, Chief HumanResources Officer, earned $1.3 millionlast year vs. $2.1 million in ’08.

Optimism, revenue fuel 2010’s first quarterEarnings released in April give hope that the ad, PR andservices sectors are poised for recovery.By Greg Hazley and Kevin McCauley

Social media giant Facebook hasonce again pushed the boundariesof its privacy policy, this time

drawing the ire of millions of users, con-sumer rights groups and even members ofCongress in the process.

In April, Facebook debuted a programthat shares users’ personal informationwith a select partnership of third-partyweb sites. Called “InstantPersonification,” the program automati-cally customizes sites visited byFacebook users to fit that user’s preexist-ing profile data. Third-party sites are fedthe user’s account name, friends list andabout as much information as the socialnetwork has on the user, regardless ofwhether they planned to divulge this datato the site or not.

Pandora and Yelp are a few of the pop-ular third-party sights that have currentlysigned on to participate in the InstantPersonification feature. A user who visitsYelp, for example, is told the site is usingtheir Facebook data to “personalize yourexperience.”

Online petition groups have formed tospeak out against the new Facebook fea-ture, both on the social network site aswell as from organizations such asMoveOn and online resource blog all-facebook.com. Most have been critical ofthe Instant Personification feature, whichthey see as a privacy policy gone awryfor the sake of runaway marketing pur-poses.

Facebook spokespersons claim theInstant Personification program only usesinformation already made publicly avail-able on the network, and users can opt-out of this feature at any time.

Critics claim the opt-out process iscumbersome and confusing. Many havesuggested instead that the programshould exist as an “opt-in” service thatusers proactively choose to be a part of.

“Facebook’s Instant Personalizationservice is a great attempt at providing amore social experience within websitesfrom the moment the user arrives, whilesimultaneously sacrificing a user’s rightto privacy,” said Nick ONeill, Founder ofSocial Times, Inc.

“The company should have made thisservice opt-in from the beginning, not

opt-out.”Critics also point out that while users

can opt-out of Instant Personification,some information will be still be visiblewhen friends on the site participate in theservice.

The debate has since moved into thepolitical arena. Senator Chuck Schumer(D-NY), who has publicly blastedFacebook’s actions regarding the newprogram, recently told CNN that he plansto petition the FTC to devise new rulesregarding what social media sites areallowed to do with its users’ information.

This isn’t the first time Facebook’s pri-vacy policy have come into question. In2007 the site drew fire when it debuted itsinfamous Beacon program, an advertis-ing targeting platform that publishedusers’ purchases from other sites on indi-viduals’ profile news feeds. Public back-lash to the program was high, and sever-al class action lawsuits were filed beforeFacebook removed the service from itssite in 2009.

The social network site is also current-ly criticized for making it impossible tohide certain profile details, such as username and location.


FEATURE

Facebook marketing program draws public backlashBy Jon Gingerich

MAY 2010 WWW.ODWYERPR.COM16

To be sure, PR professionals had tocontend with plenty of thorny ethi-cal issues in the old, pre-digital

days. Whether it was financial malfea-sance, sexual harassment, or the proprietyof doing business with foreign dictators,corporate communicators have neverwanted for things to do when it came tomanaging issues and crises related to busi-ness (and personal) ethics.

The media is flooded with news of thealleged ethical transgressions of Toyota,not to mention the mightiest of Wall Streetbanks, Goldman Sachs, which has beensued by the SEC.

On the web, however, there is a wholenew set of ethical temptations and land-mines that are posing new, complex chal-lenges to corporate communicators. I won-der sometimes if we are sufficiently awareof these new problems that threaten ourcompanies and, more importantly, ourconsumers, customers and stakeholders. Ialso question if we are adequately pre-pared to deal with them.

One of the biggest ethical issues facingcompanies and organizations today is pri-vacy online. This is especially true forweb-based companies that frequentlyoperate with a “Wild West” mentality.That can lead to online firms treating con-cerns like business ethics as an “oldworld” problem that does not really applyto them.

The fact is that web privacy is a massiveand growing problem, one that has caughtthe urgent attention of both consumers andregulators around the world. The emergingethical conundrum for corporate commu-nicators is: Do we call out our companiesand clients on questionable web privacypractices, or do we just look the other way,believing this is just how business is doneon the Internet these days?

Some companies (most notablyFacebook) have really pushed the limits ofprivacy. The company’s CEO, MarkZuckerberg, has suggested that peopletoday (especially those in the youngercohorts) don’t mind if their information isshared liberally — and without theirauthorization.

A newly released study from UC

Berkeley found that young people are justas leery about privacy (and sharing toomuch of their personal information) astheir parents. The study found that 82% ofrespondents 18-24, and 84% 25-34, saidthey have refused to provide informationto companies because they felt it was tooprivate or not necessary. That compareswith 85% of survey respondents over 65years of age. Virtually the same views onprivacy amongst young and old alike.

There are others who strenuously dis-agree, arguing we live in an era where peo-ple happily “over-share” on the web.Whether it’s what you just bought at themall or what bar you are now drinking in,the argument is that many of us just lovebroadcasting to the world every minutedetail of our lives. A crop of new web startups (with names like Blippy, foursquareand Swipely) are now banking on whatthey view as this growing comfort levelwith little to no privacy.

The business models of these new webplayers will likely focus on selling the datagained from their over-sharing users, andeven taking commissions on sales of prod-ucts/services to their friends. One has towonder where all of this is going from aprivacy standpoint. It’s easy to imaginesome potential security and ethics-relatedtrain wrecks in the offing.

In April, 10 countries went after Googlebecause of that Internet giant’s sometimessketchy privacy policies. Google shotitself in the foot a couple of months agowhen it launched its Buzz social network-ing product. Google thought it was doingGmail users a favor by pre-populatingtheir Buzz profiles with the names of peo-ple they emailed frequently. It was a seri-ous privacy breach that Google first triedto deny and then had to back-peddle onbecause of the global avalanche of criti-cism it faced.

Here’s a question: Did Google’s corpo-rate communications team review the newBuzz privacy policies before the productwas launched? If not, it should have doneso. If it reviewed the policies first, thenGoogle’s corporate communications teamwas asleep at the switch.

Clearly, privacy is a big and growing

issue for companies and organizations ofall types and sizes today. Privacy is a tick-ing time bomb of business ethics that rep-resents an historic challenge for corporatecommunicators. What matters is that wetry to make sure that our companies andclients always respect web privacy ineverything they do, so the problems don’tarise in the first place.

There are other web related ethicalissues that go beyond the critical concernof keeping personal information privateand secure. A particularly egregious exam-ple relates to the questionable and widelyemployed practice of “opt-out” marketingon the web. Zynga, the fast growing onlinegaming company, has been a big abuser ofthis aggressive and misleading marketingapproach.

You may recall how Zynga was caughttrapping unsuspecting users into signingup for expensive subscriptions withouttheir knowledge. This ethical transgres-sion also caught Facebook in its undertow,as Zynga does the majority of its businesson Facebook, pushing games likeFarmville and Mafia Wars. Both Zyngaand Facebook denied any wrongdoing, butpromised to do better in the future.

Corporate communications profession-als cannot just ignore these issues andhope they disappear. Sure, it’s the compa-ny’s responsibility to stay on the straightand narrow path with respect to ethicalbusiness practices on the web (and offline,too). But, a major portion of the onus isrightly on corporate communications peo-ple (and their PR agency advisors) tocounsel management and clients againstthese ethical lapses. That includes con-vincing their companies to do the rightthing from square one.

Whether you do strategic communica-tions for a Fortune 100 company with agrowing web presence, or a start up des-perately scrambling to generate online rev-enues, you need to be more aware ofissues like privacy and aggressivelydeceptive opt-out marketing practices.

Taking greater responsibility for yourcompany’s business ethics in the fast mov-ing digital age is just one more example ofstaying true to what may be the most cher-ished and consistently relevant of the PRprofession’s Golden Rules: protecting theoverall public good.

Patrick Di Chiro is Founder, Chairmanand CEO of Thunder Factory. He was CCOof E*TRADE Financial, VP of GlobalTechnology Marketing for VisaInternational, and a Partner at Ketchum.

FEATURE

Privacy ranks as top online ethical challengeBusiness ethics has always been a touchy subject for corporatecommunications practitioners and their PR firm counterparts. Intoday’s digital world, maintaining a high level of business ethicsonline is becoming a bigger challenge than ever for the corporatecommunications professional. By Patrick Di Chiro


REPORT

Eight of the 10 largest O’Dwyer-ranked independent PR firmsfound themselves in the minus

column for 2009, a trend that extendedto 15 of the top 25 firms and 32 of thetop 50.

Similarly, most specialty PR rankingsbore all the signs of ’09’s economicrough patch, aptly reflecting the reces-sion’s impact on the communicationsindustry and resulting in a decline ofdozens of firms taking part in our annu-al rankings.

Several areas of PR however, showedpromise and even signs of improvementin ’09, during a time that otherwisemade for a year to forget.

Healthcare reveals rare ’09 gainEighty firms reported more than $284

million in healthcare billings in 2009,according to the O’Dwyer rankings inthat category.

Perhaps PR’s lone sector bright spotover the past year, eight of the top 10firms in the healthcare realm showed atleast modest gains last year comparedwith ’08.

Edelman and Ruder Finn sawincreases of nearly 6% and 4% at thetop of the heap, respectively, whileCooney/Waters Group (+18%),Spectrum (+8.6%), GYMR (+11%),Hager Sharp (+18%), MCS (+15%) andCrosby Marketing Communications(+19%) posted gains among mid-sizedfirms.

Widmeyer Communications morethan tripled its $1 million in ’08 health-care billings to $3.4 million.

APCO Worldwide (-28%) andMakovsky + Co. (-7.3%) were downfrom ’08 in healthcare.

Ninety-six firms reported figures lastyear in the category.

Food/beverage PR shows promiseThe food & beverage category of the

O’Dwyer rankings drew entries from54 firms reporting 2009 revenue,almost the same number as for the pre-vious year.

Twelve of the 25 largest food PRpractices showed declines while tenhad gains and three were even. FoodPR firms reported revenue totaling

nearly $103 million for ’09.Category leader Edelman had a 5%

decline to $51,947,570 while secondplace APCO Worldwide had a gain of16% to $6,546,408.

Hunter PR, New York, in third place,was about even at $5,669,985.

A newcomer in the No. 4 spot,weighing in at $5,651,110, isFoodMinds, administratively based inOakbrook Terrace, Ill., but with officesand correspondents in major cities.

Clients of the three-and-a-half-year-old firm include Applegate Farms,Dairy Management, Distilled SpiritsCouncil of the U.S., Kellogg Co.,National Confectioners Assn. andWelch Foods.

The firm is headed by PR pros LauraCubillos, Bill Layden and Sue Pitman,who were formerly at Porter Novelliand then Edelman.

Fourteen full-time pros are assistedby a network of 70 pros throughout thecountry who include registered dieti-tians, Ph.D.s, science writers and foodpolicy specialists.

Other PR firms with expanding foodpractices included Coyne PR,Parsippany, N.J., up 5% to $2,571,000;M/C/C of Dallas, up 150% to $500,000,and Hope-Beckham, Atlanta, up 197%to $513,431.

Financial PR, IR reveals a bad yearMost financial/IR firms reporting to

O’Dwyer’s had significant declines in2009 because of poor economic condi-tions, particularly on Wall Street. Onlyfour firms managed sizable gains whilethree others were flat.

Forty-four firms, including 11 new tothe list, reported their figures, downfrom 69 that reported 2008 revenue.

Gaining were Cubitt, Jacobs &Prosek, up 14% to $4,500,000; RF|Binder Partners, New York, up 12% to$2,600,000; Gregory FCACommunications, Ardmore, Pa., up26% to $1,900,000, and Lambert,Edwards & Assocs., Grand Rapids,Mich., up 16% to $1,845,600.

Edelman, the largest firm in finan-cial/IR, saw revenues in this categoryfall to $22,696,826 from $53,298,302.

Because of gains in other categories,Edelman’s overall fees were only off2% to $440.1M.

ICR, Westport, Conn., No. 2 rankedfirm, declined 11% to $20.5M from$23.2M.

Ruder Finn, No. 3, had a drop to$2,200,000 from $17,324,279. Its over-all fees were off only 7.2% to $89.1million.

APCO Worldwide, No. 4, was abouteven at $11.6 million in 2008 vs. $11.4million in 2009.

Some firms said their figures weretoo bad to report, ignoring traditionaladvice on Wall Street that bad as wellas good numbers must be reported on aregular basis.

FTI Consulting, which owns thefinancial communications firm FD,reported in February that its PR opera-tions fell 20% in 2009 to $180 million.

Tough sledding for travelA majority of the 35 firms reporting their

travel PR fees to O’Dwyer’s had negativeperformances in 2009.

Two bright spots were category leaderEdelman, which was even at $15,213,343and Ruder Finn, which posted a 16% gainto $3,500,000.

Lou Hammond & Associates was off 5%to $5,413,488 while M. Silver Associates,was down 3% to $3,986,000 and Quinn &Co. was off 18% to $2,401,972.

Others on the negative side were Allison& Partners, San Francisco, down 23% to$2,235,926, and Vollmer PR, Houston,down 14% to $1,796,582.

rbb Public Relations, Coral Gables, Fla.,posted the biggest gain, up 33% to$612,812.

Twenty-three of those on the 2008 list of45 did not return while 13 firms joined thelist including Ypartnership of Orlando, Fla.,with travel fees of $1,938,067, and 5WPublic Relations, New York, with travelfees of $1,174,750.

Firms reporting figures accounted for$53M in travel PR fees for 2009.

Environmental, public affairs downMost of the environmental and public

affairs practices of firms reporting toO’Dwyer’s had declines in 2009.

Edelman continues to head the practicearea with fees of $53.4 million, off 16%.

Few bright stars shine for PR industry revenuesJack O’Dwyer

Continued on next page

See O’Dwyer’s rankings of topHEALTHCARE PR firms, pg. 34

See O’Dwyer’s rankings of topFOOD/BEV. PR firms, pg. 34

See O’Dwyer’s rankings of topFINANCIAL PR firms, pg. 33

See O’Dwyer’s rankings of top TRAVEL/TOURISM firms, pg. 37


APCO Worldwide, Washington, D.C.,grew its PA practice 48% to $25,019,349while Levick Strategic Communications,D.C., grew 118% to $1,943,423 in this area.

Ron Sachs Communications,Tallahassee, Fla., had a 5% gain in PA to$2,403,000.

Twenty-two of the 46 firms on the 2008list are not on the 2009 list.

Combined, the reporting firms had morethan $120 million in revenue in the sectorlast year.

Joining the list are 20 firms includingAllison & Partners, San Francisco, with PAfees of $1,878,456; Peritus PR, Louisville,Ky., $1,555,752; Blue Practice, SanFrancisco, $916,883; ETC, Inc.,Cincinnati, $820,249, and IW Group, WestHollywood, Calif.

IW is a specialist in the Asian-Americancommunity whose clients includeMcDonald’s, Merrill Lynch, Wal-Mart andthe White House Office of National DrugControl Policy.

Others new to the list include WinningStrategies, Newark; Coyne PR, Parsippany,N.J.; Schneider Assocs., Boston; PublicCommunications, Chicago, and JacksonSpalding, Atlanta.

72 tech firms rankSeventy-two PR firms reported their

net fees to O’Dwyer’s for 2009, off fromthe total of 100 that were in the 2008ranking.

Included in the total are 14 firms thatare reporting tech/industrial fees for thefirst time.

Edelman, which has the most fees inthe category, gained slightly from$86.3M to $88.5M from ’08-09.

Text 100 fell from $58 million to$48.6 million while Ruder Finn gainedfrom $19.3 million to $20.5.

APCO Worldwide had the biggestgain in the category among the top 25,its tech/industrial fees rising from $11.2million to $16.05 million.

Newcomers to the list includedJackson Spalding, Atlanta, $3,385,321;RF|Binder Partners, New York,1,800,000; Cubitt, Jacobs & Prosek,New York, $1,800,000;GibraltarAssocs., D.C., $1,116,255;Karbo/Fonkalsrud Comms., SanFrancisco, $893,301; Schneider Assocs.,Boston, $829,250; Dye, Van Mol &

Lawrence, Nashville, $708,579, andFeintuch Comms., New York, $502,555.[Note: two sets of firms reported identi-cal revenue for 2009, therefore the listnumbers only 70.]

More than $267 million in fees werereported in the sector.

‘09 an “off year” for New York PR Most of the PR firms with New York

operations submitting documentationof 2009 fees to O’Dwyer’s were downor even.

The five biggest firms were mostlyabout even, the exception being health-care specialist Cooney/Waters Group,which grew 18% to $12.3 million.

It ranked No. 3 after Edelman, whichhad a slight decline to $92.2 millionfrom $93.2, and Ruder Finn whichdeclined to $63.1 million from $66.9million.

In fourth position was 5W PublicRelations, declining slightly to $11Mfrom $11.5M.

No. 5 firm RF|Binder Partners wasoff to $10.4 million from $11.3 million.

Many of the smaller firms had dou-ble-digit declines.

Second biggest gain in the top tenwas registered by food specialistHunter PR, No. 7, growing 5.5% to $10million.

Eighteen of the top 25 had minusyears.

Best year in the top 25 was had by SanFrancisco generalist firm Allison &Partners, headed by Scott Allison, whichmore than doubled its New York fees to$5.5 million from $2 million. Its overallfees were up 12% to $14.6 million.

Washington, D.C.-based WidmeyerCommunications, which has a broadpractice covering PA, marketing, health,education and other areas, saw its NewYork office grow 73% to $5.2 million.Overall revenues were up 7.4% to $9.7million.

Catalyst PR, consumer PR firm spe-cializing in sports, entertainment andactive lifestyle accounts, gained 36% to$4.5 million.

Affect Strategies, handling technolo-gy and professional services clients,grew 60% to $1.07 million.

Feintuch Communications, headedby Henry Feintuch, formerly at KCSAStrategic Communications, joined thelist at $502,555. It handles technology,financial services, healthcare, advertis-ing and media placements.

See O’Dwyer’s rankings of top ENVIRON. PR / PA firms, pg. 33

See O’Dwyer’s rankings of PR firms by region, pg. 37

See O’Dwyer’s rankings of topTECH PR firms, pg. 36

News travels fast these days. AYouTube video can birth its ownInternet meme within days of

being posted — and fade away just asquickly. A single tweet can reach thou-sands in seconds, and with a current aver-age of 600 tweets a second (as ofFebruary), historically huge amounts ofinformation and opinion are now beingexchanged online at an incredible rate

With consumers on a constant streamof updates, it’s very easy for a negativestory to grow legs and run away.Seconds matter when it comes to notic-ing — and then reacting to — onlinesentiments that affect your brand. Thismeans companies and individuals mustbe more aggressive than ever when itcomes to online reputation manage-ment.

Google has played up this “secondsmatter” idea with some of its morerecent search developments. InDecember, the search giant added real-time search features, which show liveupdates from news and social mediasites on users’ results pages. Users caneven whittle down their search optionsto just these by-the-second updates byselecting “Latest” from the searchoptions menu. If there is enough buzzaround the topic, the latest will show afull page of up-to-the-minute blogposts, tweets and other social content.Search results can also be filtered toshow only the latest “updates” frommicro-blogs like Twitter andFriendFeed. Along with its real-timesearch launch, Google added “hot top-ics” — showing the most common sub-jects in real-time web publishing — toGoogle Trends.

These real-time updates only add tothe already lightning-fast results userscan get from Google’s Suggest tool.Suggest is a less recent developmentthan real-time search, but many compa-nies are still under-estimating its poten-tial impact on their brand’s reputation.Because Suggest, as its name implies,suggests terms while a user is typing inthe search bar, users are shown relevantand related topics before they can evenwrite a complete word. This near-psy-chic tool is great if the most relevantsearch terms for your brand are “brandX wins award” or “where can I buybrand X.” But if your brand is suffering

from negative buzz, Suggest makes iteven harder to downplay bad news. Thetides of online sentiment can quicklyturn searchers — even those with thebest of intentions — against you. Forexample, I might be interested in buyinga Toyota, but when I type “Toyota” intomy Google search bar, the word “recall”shows up in three different suggestions— guess I’ll rethink that purchase.

Tools like this make it so much easi-er, and faster, for consumers to findgood and bad brand PR online. Thequestion for PR pros now is how tomake sure that information remainspositive.

The first step is to get to know thesesearch tools. How do they work, andhow can you use them to your advan-tage? The same things that can make itharder for you to manage your brand —the speed and the suggestive power —can make it easier for you to monitoryour brand and competitors. Just by typ-ing half of your company’s name into asearch bar, you can see what people aresaying about it online and what otherproducts, people or news it’s beingassociated with. This means you canknow about potential PR problemsalmost as soon as they start.

Having access to such a rapid feed ofinformation puts the responsibility onyou to react quickly if a crisis emerges.If everyone else knows that directorKevin Smith is mad at you for kickinghim off a flight, as happened toSouthwest Airlines a couple of weeksago, you have to be ready with an apol-ogy and a PR plan of action.

Waiting until the news is old (which, inTwitter time, is about two days, tops)makes your company look out-of-touch orworse, that it doesn’t care about its cus-tomers.

Even if your initial monitoring resultsare good, you can’t rest on your laurels.Brand perception can always improve.Start by participating in the same socialnetworks that are feeding your brand’sbuzz. Enthusiasts will appreciate therecognition and possibly build you upeven more, and detractors may justchange their minds — as long as you areauthentic, offer relevant information, andare sincere about hearing them out.

Your PR team can also boost yoursearch results by reaching out to “author-ities,” from the New York Times to certainbloggers, if what they offer is relevant toyour product and your audience. Ofcourse, no self-respecting authority willwrite a puff piece justbecause you ask themto. Interact with themon their terms, andoffer something thatis useful to theirbrand. Step in as anexpert source, remainopen to interviewrequests, and interactone-on-one withinfluential social net-workers. The more you can tie positivementions of your brand to a high-authori-ty source, the more likely it is that thecasual searcher will be exposed to brand-positive search results. And the more thatgood buzz gets around, the more likely itis to be searched, and thus suggested as afuture search term.

The more good news you have outthere, the less-prominent bad newsbecomes, provided that you’re optimiz-ing that good news to show up in organicsearch. Aside from tapping vibrant social

networks and authorities, you can furtherboost your brand name in search by rid-ing the news cycle. Keep your positivesearch results fresh by regularly pushingout new stories through traditional publi-cations and social networks. The fresherit is, the more likely it is to show up onthat first page in the “Latest” results fromthe social web. This doesn’t mean youshould spam; as the old adage goes, ifyou have nothing good to say, don’t sayit.

Brand management has gotten morecomplicated in today’s faster, louder,multi-channel world. Fortunately, thesame tools that allow consumers to spreadinformation and opinions so quickly canwork to a savvy PR team’s advantage. Allit takes is vigilance, listening skills, andauthentic, timely engagement with theright online outlets. Seconds count in thisworld — use them wisely.

Blake Cahill is Senior Vice President ofMarketing at Visible Technologies inBellevue, WA.


FEATURE

Seconds count in online reputation management

Blake Cahill

By Blake Cahill

“Waiting until the news is old (which, in Twitter time, is about two days, tops) makesyour company look out-of-touch or worse, that it doesn’t care about its customers.”


REPORT

Areport in the April edition of theHarvard Law Review claims theFederal Trade Commission’s new

disclosure law for endorsements and testi-monials on blogs could be unconstitutional.

Passed in October, bloggers must pub-licly disclose any “material connection”they have with companies if they are beingpaid to review products or if they receivefree products for the sake of review.

Bloggers who fail to disclose this infor-mation could be fined up to $10,000. TheFTC has yet to discuss how they willenforce these new rules.

The Harvard Law Review report claimsthese guidelines violate the FirstAmendment. The article, titled “InternetLaw — Advertising and ConsumerProtection — FTC Extends Endorsement &Testimonial Guides to Cover Bloggers,”states that the FTC mistakenly treats allblog endorsements as advertisements,which, unlike speech protected by the FirstAmendment, is considered commercialspeech.

The Supreme Court, however, has recog-

nized unpaid blog endorsements to begiven the same protection as noncommer-cial speech. These aren’t the same as adver-tisements, and any attempt to regulate theseendorsements would be a violation of theFirst Amendment.

The article reads: “Not all advertising constitutes commer-

cial speech, and not all commercial speechtakes the form of traditional advertisements… some types of blogger endorsements areclearly commercial speech … other typesof blogger endorsements are obviously notcommercial speech … the more difficultquestion is whether an unpaid bloggerendorsement by a blogger who receives afree sample product should be classified ascommercial speech … they are not conced-ed to be advertising and do not have suffi-cient ‘economic motivation’ to justify clas-sification as commercial speech.”

The new disclosure rules are part of aseries of regulations the FTC passed lastyear, which update the guidelines concern-ing how endorsements and testimonialsare disclosed in U.S. advertising. The newguidelines apply to all forms of advertis-ing, including broadcast, print and web-sites.

By Jon Gingerich

Experts call blog disclosure law ‘unconstitutional’

PR professional ranked as the eighth moststressful job in America, ahead of real estateagent and advertising executive, in a study byCareerCast.com.

CareerCast looked at 21 factors — includ-ing three “mega factors”: work environment,job competitiveness and risk — to score 200professions based on stress level.

Topping the list was firefighter, followed bysenior corporate executive, taxi driver, sur-geon, police officer, pilot, and highway patrolofficer.

For PR officer, CareerCast noted they oftenmake speeches and presentations in front oflarge crowds and work in a highly competi-tive field that can have them in front of“potentially hostile members of the media.”

CareerCast rated the PR profession “veryhigh” for competition with a work day aver-aging nine hours.

CareerCast also measured the 10 leaststressful careers, a list topped by musicalinstrument repairer and followed by medicalrecords technician, actuary, forklift operatorand appliance repairer.

PR News Briefs

PR is 8th ‘most stressful’ job


REPORT

Journalists, educators, marketers and apublic looking for public access toscientific research may no longer

have to pay costly fees or dig through count-less library stacks for hard-to-find articles.

Introduced in the House in April, theFederal Research Public Access Act wouldensure free online access to federally fundedresearch articles that have been published inpeer-reviewed journals.

Introduced by Rep. Mike Doyle (D-PA)and accompanied by a number of bi-partisanco-sponsors, the purpose of the bill is to pro-vide access and transparency to researchfunded by tax dollars. If passed, the publicwould have free online access to the pub-lished research funded by eleven U.S. feder-al agencies, including the Department ofDefense, Department of Transportation, theEnvironmental Protection agency and theNational Science Foundation, among others.

The bill requires all federal departmentsand agencies with annual extramuralresearch budgets of at least $100 million tocreate and store online versions of their finalmanuscripts in free digital repository acces-

sible to the public. The bill requires all fed-erally-funded manuscripts be placed onlinein less than six months after the article hasbeen published.

Academic journals are an $8-billion-a-year industry. Subscription costs to mostjournals are typically very expensive, withabout 80% of a journal’s income comingfrom subscriptions to academic or researchlibraries. Some have wondered that if thisbill is passed — if users can bypass the needto pay for content — that many universitieswould drop their subscriptions altogether.This could result in financial trouble for thejournal publishing industry or, at the veryleast, result in raised prices for future sub-scriptions.

According to Heather Joseph, ExecutiveDirector of the Scholarly PublishingAcademic Research Coalition, journalshave remained prohibitively expensivewithout competition from electronic com-petitors, with current profit margins between20 and 40 percent. Journal subscribers havetypically had no choice but to abide by thepricing controls set by the market.

“The reason journal prices keep going upis because they can. The market for a jour-nal doesn’t bear any resemblance to other

consumer items you see,” Joseph said.“Right now journals are only accessible topeople who can afford the subscriptions, andat this point they’re so expensive that evenHarvard or Yale can’t afford to pay for allthe journals they need.”

“No one’s looking to put publishers out ofbusiness,” she continued. “We’re lookingfor a way to level the playing field. In aprint-based world the old way of doingthings made sense. In an Internet-basedworld we need to give the immediacy andavailability of this information to the pub-lic.”

Joseph said journalists, who will nowhave access to a host of free materials,would especially benefit from this bill.Scientific authors who aren’t paid for theirwork, by contrast, will benefit from subse-quent citations, which results in tenure andfurther federal grants.

“There are also advocacy groups andmembers of the public who stand to interestin the materials covered by this bill,” Josephsaid, “like entrepreneurs and people whorun small businesses who want research ongreen energy or alternative fuels and areinterested in the stuff coming out from theDepartment of Energy or the EPA.”

By Jon Gingerich

Bill grants public free access to federal research

Afederal appeals court in April ruledthat the FCC does not have theauthority to penalize telecom com-

panies that block or limit information ontheir networks.

The decision is a deathblow to a series ofyears-long attempts by the commission,Internet content providers and consumerrights groups who have fought to instill alegal precedent that recognizes all data onthe Internet as equal, a notion that hasbloomed into the cause célèbre known asNet Neutrality.

The case stems from a series of 2007incidents involving telecom giant Comcast,which was accused of “packet-forging,” orusing data encryption to prevent customersfrom accessing file-sharing applicationBitTorrent. Former FCC Chairman KevinMartin said the company “actively inter-feres with Internet traffic as its subscriberstry to share files online.”

After a lengthy investigation, the FCC in2008 sanctioned the telecom company.Comcast challenged the decision, statingtheir actions were necessary, as sites likeBitTorrent take up abnormally large

amounts of bandwidth and thus pose a bur-den on their network. The Philadelphia-based company is the largest ISP in the U.S.

A unanimous decision in the D.C. Circuitruled that the FCC’s reprimand of Comcastexceeded its authority. The reason: a 2002restructuring within the commission reclas-sified Internet services as different thantelephone. As such, the FCC currently doesnot have the power to regulate these devicesto the same degree, and any regulatoryactions not coupled to “old” telecommuni-cations devices fall outside its jurisdiction.

Experts close to the ruling say the onlyway the FCC may be able to regulateInternet service issues in the future is if itrestructures internal policies and reclassi-fies telecommunications services to fit theirpurview.

“I think the instant reaction is that it’s asetback,” said Chris Riley, Policy Managerfor the Free Press. “Congress previouslygave the FCC a discretion they no longerhave. This has definitely raised alarm levelsfor supporters of the public interest.”

A step back for Net Neutrality With no laws currently in place to pro-

hibit telecom companies from blocking orlimiting users’ access to information, crit-ics have said the 2007 Comcast incident

highlights a need for lawmakers to imple-ment legislation that keeps serviceproviders from blocking online content.This is the notion known as Net Neutrality,which in its broadest sense is the idea thatall content on the Internet should be avail-able for equal access.

Neutrality supporters, which includeconsumer rights groups, content providersand Internet companies such as Google,Yahoo!, eBay and software giantMicrosoft, have asked for new federal reg-ulations that would keep telecom compa-nies from becoming Internet “gatekeep-ers.”

These groups have expressed broadbandproviders could hypothetically slow downor even deny access to websites in favor ofsites with whom they have financial orpolitical affiliation.

Riley posited that Comcast’s proposedmerger with NBC Universal could brewone such perfect storm.

“Not only does the Comcast exampleshow they have the tools to block and con-trol content, but we’ve also seen theirincentives to do it as well,” he said. “If thismerger is successful, it’s really easy to envi-sion a scenario in which a network givespreference to what information is shown.This could effectively turn the Internet intoa glorified version of cable television.”

Opponents of neutrality regulation legis-lation typically include the national cableand telephone providers. AT&T, Verizon,Bell South, Cingular and AOL have eachvoiced their opposition to the neutralityamendment and have lobbied to kill billsthat contain Neutrality legislation. They’vesince found support from organizations likeas the U.S. Chamber of Commerce and theAmerican Conservative Union.

In a statement regarding the court deci-sion, Comcast insisted it “remains commit-ted to the FCC’s existing open Internet prin-ciples, and we will continue to work con-structively with this FCC as it determineshow best to increase broadband adoptionand preserve an open and vibrant Internet.”

Some have speculated the ruling couldalso pose a threat to the FCC’s ambitiousplans to increase broadband service in ruralU.S. areas. The plan, which would be fund-ed by the recent sale of spectrum auctions,would give federal subsidy money to tele-com companies that agree to wire ruralareas currently sparse on broadbandaccess. Many now posit the court’s deci-sion reaffirms the idea that the FCC can’timplement federal broadband policy, andthe commission may have to tweak theirenvisioned plan of a wired nation.


FEATURE

By Jon Gingerich

Court decision leaves Net Neutrality future uncertain

Strike up the band because the GreatPR Recession is over. Economic sta-bilization is the name of the game for

the remainder of the year as fear of a WallStreet meltdown subsides and consumersstart to open their wallets. Growth liesahead in 2011 as the private sector begins ahiring spree.

WPP CEO Martin Sorrell put it best, say-ing “We have clearly moved from a periodof staring into the abyss.” Optimists say PRstands on the cusp of a golden age, onepowered by advances in technology and adeeper penetration of social media intodaily life. One thing is certain: executivesare glad that 2009, the worst year for PR ina quarter century, is solidly behind them.

Richard Edelman, CEO of the No. 1independent firm, says 2010 started offwith a bang as first-quarter revenues are upin the “double digits.” The U.S. is especial-ly strong for Edelman, but that hasn’tstopped the firm from tending its Asia oper-ations.

Edelman recruited Ross Rowbury, for-mer COO of PRAP, Japan’s largest inde-pendent PR firm, to head its Japanese oper-ation. The firm also hired H&K/JapanPresident Kuniko Okuwaki for the Deputy Managing Director slot.

Alan VanderMolen, President ofEdelman/Asia-Pacific, believes theappointments solidify Edelman’s role as akey player in the tough Japanese PR mar-ket.

Margery Kraus, CEO of No. 2 independ-ent APCO Worldwide, says the turnaroundbegan in the fourth-quarter of 2009 with“significant new wins and account expan-sions.”

Western Union counts as a major `09coup as Washington, D.C.-based APCOpicked up the business of the global pay-ments provider in Europe and theCommonwealth of Independent States via ahotly contested competitive pitch.

APCO also opened in Kuala Lumpur andbegan work for the Government ofMalaysia to pitch its sophisticated and hi-tech economy as a natural location forexpansion.

Kraus targets growth in the reboundingfinancial sector as evidenced by lastmonth’s addition of John Dudzinsky to itsNew York office. The 14-year veteran ofKreab Gavin Anderson and Taylor Raffertyis skilled in counseling initial public offer-ings, mergers/acquisitions, crises and spe-

cial situations. That’s a goodcomplement to APCO’sPA/government relations core.

Cooney/Waters is among ahandful of firms ranked byO’Dwyer’s to post a solid per-formance in 2009 as net fees atthe No. 10 firm soared 18 percentto $12.3M.

“We experienced robust organ-ic growth from existing clientswho continued pursuit of theirlong-term plans throughout theyear,” said CEO Lenore Cooney.“As clients continue to placevalue on agency partners thathave a depth of knowledge andexperience in complex health andmedical issues, the healthcarecommunications specialty willcontinue to grow.”

Widespread PR carnageSeventy-four of the 133 firms

ranked by O’Dwyer’s suffered adecline in `09 fees. Sixty-three ofthem registered declines of atleast five percent. It was a blood-bath.

Edelman, which was down two percentto $440.1M showed the smallest declineamong the Top Ten firms.

Text 100, the tech offering of Next 15Group, posted the biggest decline in thegroup, down 22% to $48.6M.

The firm is in the midst of a turnaround,according to Next 15 CEO Tim Dyson. Hereported April 26 that overall revenuesadvanced two percent during the six-monthperiod ended Jan. 31.

“The business has now recovered to pre-recession revenue levels and is headed in apositive direction. Given current trading,the board is confident that we will meet ourtargets, which would result in a record yearfor the group,” said Dyson.

Other decliners in the Top Ten areSchwartz Communications (-19.8% to$24.5M), ICR (-16% to $22M), APCO (-10.8% to $100.3M), Gibbs & Soell (-12%to $16.9M), Regan Communications (-9.0% to $19.9M) and Ruder Finn (-7.2% to$89.1M).

Allison forges aheadSan Francisco’s Allison & Partners part-

nered with Cooney to show the only gainsin the Top Ten category. Scott Allisonenjoyed a 12.1% jump in fees to $14.7M.

He believes the firm’s positioning as anentrepreneurial shop that “provides clientswith a constant influx of fresh ideas thatuncover new business opportunities”

proved to be a blessing in the lean 2009economy.

Clients were looking for “less bureaucra-cy and a focus on quantifiable results.”Allison reports growth across its consumer,technology and healthcare sectors.

The firm picked up business fromL’Oreal USA, Johnny Rocket’s and theHard Rock Hotel San Diego and more workfrom long-term clients including BestWestern (NASCAR and Jonas Brotherspromotion), Progressive Insurance and theHard Rock Hotel and Casino Las Vegas.

Healthcare was buoyed by continuedwork from PhRMA and the HealthcareLeadership Council, plus new clientsincluding GE Healthcare, Healthways, andThe Gallup-Healthways Well-Being Index.

The year closed out with a significantpublic health win, California HealthDepartment’s California Anti-Tobaccocampaign.

On the technology front, Allison scored awin with Samsung Information TechnologyDivision and increased work from TrendMicro and MagTek and social network plat-form Ning.

Allison says the firm made significantexecutive moves during the past year. Itnamed Brian Feldman, General Manager inAtlanta and Washington, D.C., Partner;added Tom Biro from MTV to head its newSeattle office; Cathy Planchard as General

Execs put ‘Great PR Recession’ behind themBy Kevin McCauley


FEATURE

Continued on next page

Atomic PR handles a Polaroid tie-in with Lady Gaga.

Manager of Phoenix office; and MatthewDella Croce to shore up its corporate com-munications practice as Managing Director.

Atomic Poised for breakthrough Atomic PR posted a 10 percent drop in ̀ 09

to $6.5M, but CEO Andy Getsey believeshis San Francisco shop is poised for a break-through.

“From a revenue standpoint, 2009 was alackluster year for Atomic,” said Getsey,“but we used the time to focus on our current

client programs andrelationships, addfunctionality to ouranalytics platform —ComContext —especially the strate-gic planning module,and expand intoEurope, which weaccomplished with ajoint venture outsidethe U.S. with U.K.-based Huntsworth.We think it was timewell-spent.”

Getsey says Atomic kicked off 2010 witha “string of new account wins for brandslarge (Polaroid and its tie-in with LadyGaga) and small, a very strong pipeline ofinbound inquiries and referrals, and asteady stream of contacts from experiencedPR and social media pros interested in jobsat Atomic.”

He is excited by the “burst of recognitionfrom top PR industry publications, likeO’Dwyers,” which ranked it No. 7 amonghi-tech firms.

“After working so hard to explain thepower of our analytics-driven, multi-chan-nel model for our first six years or so, it’s anice change to have potential clients andteammates coming to us, actively lookingfor an alternative to the opinion- and rela-tionship-centric approach followed by therest of the industry. So across the board, it’sshaping up to be a breakthrough year forAtomic,” said Getsey.

Rx, Feds propel CrosbyCrosby Marketing Communications

(Annapolis) posted a solid 5.2% increase ingrowth to $8.6M, a performance that CEORay Crosby lauds in the down economy.

“To grow more than 5% in 2009 was areal accomplishment,” he said. “Asalways, we focused most of our attentionon client retention and being a highly val-ued extension of our client’s marketingteam.

“Also, our focus on healthcare and fed-eral agencies created some strong growthopportunities. We launched major initia-tives for the U.S. Department of Education,Social Security Administration,Department of Agriculture, Ameritox and

St. Joseph Medical Center,” he added.Crosby has been busy on the digital

front, adding Sven Reigle as its interactiveproject manager to manage online mediacampaigns of the Social SecurityAdministration, Ameritox, College.govand Catholic Relief Services.

Reigle joined from the World WildlifeFund in Washington, D.C., where he ledinteractive campaigns that bolster fundrais-ing and strategic partnerships.

Crosby expects the addition of Reiglewill “provide clients with strong analyticsthat can drive a more effective return oninvestment.”

Feintuch ready for ‘reawakening’Henry Feintuch, who founded his shop

during the depths of the recession, debutedon O’Dwyer’s list in the 129 slot with feesof $502,555.

He calls the last two years in PR a peri-od of “anticipation and reaction.” Feintuchexplains: “As the likelihood of a strongdownturn loomed in the second half of2008, RFPs and budgets dried up and themarket chilled significantly. Corporate PRbudgets began their freeze or were killedentirely. Hiring throughout the sectorslowed and everyone began the guessinggame of how tight things might become.”

The KCSA alumnus now believes the“general sentiment appears to be that the

market has bottomed out and is slowlyreawakening, though most companies con-tinued to delay their hiring and agencybudget lines for solid proof that the reces-sion was waning.”

He is highly optimistic about theprospects for the PR market in the second-half. “Start-ups are re-emerging and RFPsare beginning to flow with greater regular-ity. New business opportunities areincreasing, though budgets appear toremain constrained.Recruiters — thosethat survived — arehearing their phonesring again as theywork to help replen-ish decimatedranks.”

Publicis GroupeCEO Maurice Levymay take issue withFeintuch’s “small isbetter” line. TheFrenchman turned ina strong first-quarterperformance at theworld’s No. 4 ad/PR conglom, sparked inpart by its MS&L Group unit.

Levy boasts that Publicis’ eight percentrise in revenues is but a “base” to build on.In other words, watch out, Henry.


Scott Allison,President and CEO,Allison & Partners

Raymond Crosby,President of Crosby

MarketingCommunications


AFFECT

STRATEGIES

60 W. 38th St., 4th Flr.New York, NY 10018212/398-9680Fax: 212/[email protected]: www.techaffect.comTwitter: twitter.com/TeamAffect

Sandra Fathi, President &FounderLeslie Campisi, Vice President &Partner

Affect Strategies is a publicrelations, strategic marketing andsocial media firm located in NewYork. Specializing in technologyand business to business, we

combine strategy, creative andintelligent program development,impeccable execution and exem-plary customer service to help ourclients achieve their specific busi-ness goals. Affect leverages itsbusiness acumen and serviceexcellence to achieve the preciseresults that its clients seek. We arekeenly focused on results-drivenprograms, as well as the goals andobjectives of our work.

Our team of quick thinkers,engaging writers, fearless mediarelations specialists and mar-keters are passionate about whatthey do and are unafraid to popopen the hood to learn how ourclients’ technology works. We’reearly adopters and apply our insa-tiable curiosity to every assign-ment. Everyone on our teambrings technical expertise and acertain level of geekiness to the

table, both professionally andpersonally. We constantly pushourselves to raise the bar, comeup with new ideas, and flexiblychange and shift our priorities asthe client demands.

APCO WORLDWIDE

Worldwide Headquarters700 12th Street, N.W., Suite 800Washington, D.C. 20005202/778-1000www.apcoworldwide.com

Margery Kraus, Founder andGlobal CEO

APCO Worldwide, a globalcommunication consultancy with29 offices around the world, helpsclients anticipate and smartlymanage reputational, communi-cation and business opportunitiesand challenges that affect theirorganizations. Clients value ourability to help them navigate thecomplex and often convergingworlds of business and finance;media, public opinion and socie-ty; and government and publicpolicy. Our diverse and hands-onglobal team of experts comesfrom the environments clientsneed to reach. We address clients’objectives by combining a globalperspective with local expertiseto understand the issues, eventsand trends that impact organiza-tions and businesses around theworld.

ATOMIC PR

735 Market St., 4th FloorSan Francisco, CA 94103415/593-1400www.AtomicPR.com

Andy Getsey, Co-founder & CEO

Atomic PR is regarded as oneof the communications indus-try’s most innovative firms,offering a powerful, modernalternative to the more prevalentopinion — and relationship-based approaches still followedby most PR agencies. Atomicfuses analytics-enhanced strate-gy and creative thinking with a

mix of traditional/digital/socialmedia, video and SEO, followedby comprehensive campaignresults measurement to achievebetter program results. TheAtomic model frequently helpsclients achieve at least 100%improvements across numerousmeasures of PR goodness overpast programs, compared toquantitative and qualitativebefore/after benchmarks. Oftenthe improvements are muchgreater. The agency has strongB2B, consumer and hybrid capa-bilities and works with a spec-trum of clients from startups topublicly traded global brands intechnology, cloud, Web 2.0, con-sumer electronics, digital enter-tainment, gaming, mobile,mobile apps, and other techrelated arenas. Recent Atomiccampaign snapshots withdetailed results metrics are here:www.atomicpr.com/results, andfor the more intrepid, agencynews and perspectives are here:w w w. a t o m i c p r . c o m / b l o g .Atomic has offices in SanFrancisco, Los Angeles, NewYork, London and Munich.

More information atwww.atomicpr.com.

BATEMAN GROUP

1550 Bryant St., #770San Francisco, CA 94103415/503-1818Fax: 415/[email protected]: www.batemanbanter.com

Fred Bateman, CEO & FounderBill Bourdon, SVPTyler L. Perry, VPLisa Melsted, Mng. Dir.Shannon Walsh, Acct Mgr.Carolina Grimm, Acct Mgr.

Bateman Group, a Californiacorporation, is a full-servicepublic relations and socialmedia communications firmworking primarily with compa-nies in the technology industry.

Differentiated by genuinecontent expertise, exceptionalwriting skills and a senior-levelstaffing model, Bateman

Profiles

TOP INDEPENDENT PR FIRMS5.10

O’Dwyer’sGuide to:

Affect Strategies’ Sandra Fathi, President & Founder; and LeslieCampisi, Vice President & Partner.

Group’s objective is to make abigger market impact for asmaller, more select group ofcompanies. Bateman Group wasamong the first to deliver a trulyintegrated service offering,combining best practices insocial media marketing and tra-ditional PR to help clientsimprove customer connectivity,corporate reputation and saleslead generation as well as nur-ture individual opinions andattitudes about their brands. Thefirm is headquartered in SanFrancisco with additional con-sultants in New York City andBoston.

Clients: Baynote, CoreMedia,Guardian Analytics, JerichoForum, Kapow Technologies,Little Kids Rock, The OpenGroup, OPENLANE, PandaSecurity, Passenger, PlatformComputing, Solace Systems,StepStone.

BLAZE

The Clock Tower225 Santa Monica Blvd., 3rd Flr.Santa Monica, CA 90401310/395-5050www.blazepr.com

Craig Rexroad, President

BLAZE is the nationally rec-ognized PR firm that attractscompelling and aggressive con-sumer brands that need to win.BLAZE develops campaigns thathelp our clients create or reclaimrelevance in the marketplace.Utilizing comprehensive strate-gic communications campaignsto differentiate and elevate ourclients from their competitors,we are able to exceed our clients’expectations when it comes topositioning them to their audi-ences and attracting positiveattention from both consumersand the media. BLAZE alsooffers full public affairs capabil-ities through its parent companyDAVIES.

Clients: 7-Eleven, CB RichardElllis, Discus Dental, EldoradoHotel & Spa, Luxury Link, TheOaks at Ojai, Marina del ReyCVB, Private Trade Winds, PureLife Dental, RenaissanceEsmeralda, Shell VacationsHospitality, Snowcreek Resort,Viking River Cruises, WestinCasuarina Resort & Spa GrandCayman, Westin St. MaartenDawn Beach Resort & Spa andWestin St. Maarten Dawn BeachResidences.

BLUE PRACTICE

INCORPORATED

388 Market Street, Suite 1400San Francisco, CA 94111415/381-1100www.bluepractice.comtwitter.com/BluePractice

Jessica Switzer and Tim Gnatek,Partners & Co-Founders

Sustainable product andclean technology companiesdeserve clear, informed com-munications strategies fromindustry insiders who speaktheir language.

We’re a boutique marketingand public relations group sole-ly dedicated to these companiesand organizations. We’re avoice for innovation and newtechnologies that address envi-ronmental solutions and issues,and we’re making an impact onawareness and behavior withmarketing and PR campaignsfor a cleaner future.

Claims to fame include thelaunch of the world’s fastestelectric sportbike, the MissionOne, for Mission Motors atTED2009, helping a leadingsmart grid company grow itsmindshare faster than its com-petitors, and launching theworld’s largest solar show inthe US. We represent clients weare passionate about: worldchangers and emerging brandssuch as PACT; WilliamMcDonough, the esteemed co-author of Cradle to Cradle, andhis enterprises, WilliamMcDonough + Partners and“Cradle to Cradle” certificationand consulting firm,McDonough Braungart DesignChemistry (MBDC); thin filmsolar market leader MiaSole;LED lighting world leaderLemnis Lighting and numerousothers.

Blue Practice blurs the linebetween marketing and PR,offering content development,social media campaigns andreputation management to helpits clients navigate and buildtheir brands in a digital world.

We are experts in corporatecommunications as well,specifically, crisis managementand investor relations, and haveworked with teams pre-IPO andpost listing to maximize a com-pany’s transition from privateto public.

BORDERS +

GRATEHOUSE

515 Pacific AvenueSan Francisco, CA 94133415/[email protected]@bordersgratehouse.comwww.bordersgratehouse.com

Founded in 2007, Borders +Gratehouse offers a unique com-bination of drive, imaginationand experience that only comesfrom decades of success in PRand journalism. Our commit-ment to partnership means thatyou get the senior level attentionwhen you need it most —always.

The result is more than aware-ness — it's action. It's buildingthe industry credibility andstandout reputation that leads toincreased sales, improved valua-tion, and lasting business value.In the end, it's about meetingyour business objectives throughstrategic communications byturning ideas into action.

The Borders + Gratehouseteam has experience spanningconsumer and lifestyle brands tomobility and enterprise tech-nologies.

BUCHANAN

PUBLIC RELATIONS

700 Pont Reading Rd., Suite 200Ardmore, PA 19003610/649-9292www.buchananpr.comTwitter: @annebuchanan

Anne A. Buchanan, APR, Pres.Nancy J. Page, Vice President

Philadelphia-based BuchananPublic Relations LLC is a full-serv-ice public relations and socialmedia firm that represents B2B andB2C clients in a broad range ofindustries. We develop strategicpublic relations programs that taptraditional and social media to helpour clients move their businessesforward.

Our operating philosophy is: Dothe right thing — and do it extraor-dinarily well. We seek out clientswho are interested in building a col-laborative partnership, and we arerelentless in our quest to deliverstrategic communications servicesthat help them meet their organiza-tion’s business goals. BuchananPublic Relations is a foundingmember of the Public RelationsGlobal Network (prgn.com), a net-work of 45 independent public rela-tions firms around the world.

PROFILES OF TOP INDEPENDENT PR FIRMS

Blue Practice really gets behind a launch. Jessica Switzer and teamMission Motors secured the designer and the venue: Yves Behardesign and the world’s fastest electric plug-in motorcycle launchedat TED2009).


BUTLER

ASSOCIATES, LLC

204 East 23rd StreetNew York, NY 10010212/[email protected]

Thomas P. Butler, PresidentStuart E. Miller, Senior VicePresident

Butler Associates represents aprestigious roster of clients inthe environmental, energy andpublic affairs sectors. In 2008O’Dwyers named the firm the2nd fastest growing independ-ent PR agency and for 2010, thefirm’s Environmental andPublic Affairs practice hasexpanded to become the 21stlargest in the U.S.

The firm manages publicawareness and media campaignson the local, state and nationallevel. Some of the firm’sunique practice groups include:Energy & Sustainability; FirstResponders; and PoliticalCampaigns.

With a senior managementteam possessing over 50 yearsindustry experience, ButlerAssociates manages and directsmedia, editorial page, and edu-cational campaigns and success-ful coalition and stakeholderdevelopment efforts.

Our programs have includedsuccessful shareowner proxycampaigns at a Fortune 100firm; launching the first publicawareness campaigns explain-ing the dangers of the gasolineadditive MTBE; illustrating theplight of first responders whoworked at the World TradeCenter site; and directing com-munications for a major citymayoral campaign.

CATAPULT PR-IR

6560 Gunpark Dr., Suite CBoulder, CO 80301303/581-7760Toll Free: 877/700-7760www.catapultpr-ir.com

Guy Murrel, Terri Douglas,Principals

Ranked the leading technologyPR agency in Colorado, CatapultPR-IR provides clients with anentire spectrum of strategic publicand investor relations servicesexclusively for high-technologycompanies. Services include posi-tioning and messaging; writing,aggressive media and industry ana-lyst relations.

In addition to traditional PR,Catapult has introduced Rich MediaWebcasting services that help com-panies transcend their communica-tions beyond the written word toWeb-based multi-media thatincludes audio, video and graphiccontent. Catapult can quickly andeasily capture presentations, includ-ing product launches, employeecommunications, executive briefin-gs and virtual press tours.

Catapult’s rich media servicesoffer another dimension of “human-ized” communications to the tradi-tional PR/IR mix.

Catapult’s personal and profes-sional service, along with partner-level account engagement and strat-egy, makes it the preferred agencyfor substantial PR results.

COONEY/WATERS

GROUP

90 Fifth Avenue, Suite 800New York, NY 10011212/886-2200www.cooneywaters.comwww.alembichealth.com

Lenore Cooney, Chairman

Cooney/Waters Group, rankedamong the top independent healthcare agencies in the U.S., is a mid-sized firm that provides the fullrange of public relations and publicaffairs services to healthcare, phar-maceutical and biotechnologyenterprises in the non-profit, gov-ernment, academic and industrialsectors throughout the world.Headquartered in New York,Cooney/Waters is focused exclu-sively in health and science acrossmany therapeutic areas and healthindustries, and provides all clients,regardless of size, direct involve-ment of a long-tenured senior team.Alembic Health Communications(www.alembichealth.com), a whol-ly owned subsidiary ofCooney/Waters, specializes in com-munications programs for clients inthe area of health advocacy.

COOPERKATZ &

COMPANY, INC.

205 Lexington Avenue., 5th Flr.New York, NY 10016917/595-3030Fax: 917/326-8997www.cooperkatz.com

Andy Cooper, PrincipalRalph Katz, PrincipalAnne Green, President and COO

CooperKatz is an independentmarketing/public relations firmwith strong strategic and creativecredentials. Headquartered inManhattan, CooperKatz providesthe professionalism, strategic think-ing and experience of a large glob-al agency, but operates with thenimbleness, hands-on client focusand results orientation of a midsizefirm. Capabilities are organizedunder three resource areas:

Public Relations: Creating cor-porate, marketing and public affairscampaigns.

Cogence: Leveraging consumer-generated and social media chan-nels.

CooperKatz Productions:Producing meetings, events andmulti-media creative elements.

COYNE PR

14 Walsh DriveParsippany, NJ 07054973/316-1665www.coynepr.com

1065 Avenue of the Americas28th FloorNew York, NY 10018212/938-0166

Thomas F. Coyne, CEO

Rich Lukis, PresidentDave Carter, Kelly Dencker, JohnGogarty, Tim Schramm, SVPsDr. Norman Booth, D. Litt, ChrisBrienza, Wayne Catan, JoeGargiulo, Jennifer Kamienski,Kevin Lamb, Melissa McAllister,Brian Murphy, Sue Murphy,Geoffrey Phelps, DeborahSierchio, Lisa Wolleon, VPs

Coyne Public Relations is a lead-ing independent public relationsagency, representing some of theworld’s most well-known brands incategories including Automotive,Beauty & Fashion, Food &Beverage, Health Care, Nutrition &Wellness, Pet Products, Retail &Restaurant, Sports, Technology,Toys & Juvenile Products andTravel. From traditional to socialmedia, we combine strategy andcreativity to generate the best possi-ble results for our clients — takingeach and every client exactly wherethey want to be, and beyond.

Coyne PR specializes in a rangeof services, including brand build-ing, product launches, events &promotions, sponsorship activa-tion, corporate communications,cause marketing, social media, cor-porate social responsibility and cri-sis management. Named PRWeek’s2009 Midsize Agency of the Year,Coyne PR boasts an employeeretention rate of 98 percent, aninternal digital design studio to sup-port our clients’ needs and alwaysprovides a best team approach toevery account.

CROSBY

MARKETING

COMMUNICATIONS

705 Melvin AvenueAnnapolis, MD 21401410/626-0805www.crosbymarketing.com

Raymond Crosby, President

Since 1973, Crosby has devel-oped integrated communicationsprograms that help clients makepowerful connections with theircustomers, constituents and com-munities.

The firm’s award-winning cam-paigns have touched the lives of vir-tually every American— influencing opinions, changingbehaviors and inspiring actions thatmatter.

The Crosby team includes 50professionals with specialized prac-tices in Healthcare, Senior Living,Federal Government and Social



Meet Coyne PR! Our staff of nearly 100 professionals is what makes ouragency great. The agency was recognized with more than 60 industryhonors in 2009.

Continued on page 44

Marketing & Advocacy. The firmranks among the top agencies in theMid-Atlantic region, and has head-quarters in Maryland’s State capitalof Annapolis and offices inWashington, D.C.

Clients include KaiserPermanente, Social SecurityAdministration, Saint JosephMedical Center, DuPont Legal,U.S. Department of Education,Catholic CommunicationCampaign, National Association ofSocial Workers, and USDA.

In the past year alone, Crosby hasreceived more than 25 regional andnational PR awards. To review casestudies and a creative portfolio, visitwww.crosbymarketing.com.

DAVIES

Headquarters:808 State StreetSanta Barbara, CA [email protected] www.DaviesPublicAffairs.com

Los Angeles: 310/395-9510 Chicago: 312/239-6444Washington, D.C.: 202/580-8930 Santa Barbara: 805/963-5929

John Davies, CEORobb Rice, EVPLisa Palmer, SVPTaylor Canfield and MichaelWong, Practice LeadersJoshua Boisvert, DirectorMark Saunders, Senior StrategistPia Dorer, Marketing ManagerCaitlin Steele, Office Manager

Winning approval and succeed-

ing today is tied directly to yourability to rapidly reach out, engageothers, and do so while everyonewatches. Davies creates messagesthat motivate individuals to standup, speak out, and take action, influ-encing the approval process at alllevels. Davies develops complexcommunications strategies acrossmultiple industries including; creat-ing patient adherence programs forinternational pharmaceutical com-panies, redeveloping controversialnatural resource extraction and min-ing projects, permitting energyfacilities in sensitive environments(wind to coal plants), gainingapproval for real estate develop-ments facing tough NIMBY oppo-sition, as well as managing the com-munications for crisis of all types.Davies uses authentic grassroots togenerate real results. Our uniqueapproach to research, messagedevelopment and targeted outreach,using all communication channels,has resulted in a 96% success rate,turning more than 450 controversialpublic affairs issues into wins forour clients. There’s no time for alearning curve when controversialissues threaten the success of yourproject.

Since 1983, Davies has consis-tently ranked among the top strate-gic communications firms, placingin the top firms nationally andreceiving hundreds of industryawards for its campaigns and cre-ative work. Davies offers publicaffairs expertise across multipleindustries, with five specializedpractice areas in Energy, Mining,Pharma/Biotech, Real Estate &Crisis Management. Clients includeFortune 100 companies and topnames in 46 states. To ensure youhave the right messages, strategyand tactics to win, we’re standing

by at daviespublicaffairs.com.

DAWSON +

MURRAY + TEAGUE

COMMUNICATIONS

4809 Cole Avenue, Suite 350Dallas, TX 75205214/520-7550Fax: 214/520-7568www.dmtcommunications.com

Dawson + Murray + TeagueCommunications is a leading mar-keting communications agencybuilt on more than 20 years of com-mitment to our clients. Our experi-enced team of pros are passionateabout this business, and deliverinnovative thinking and flawlessexecution that directly supports ourclients’ business goals. Agencyservices include: branding, corpo-rate social responsibility, design,employee engagement, events,media relations/media training,national campaigns, strategic part-nerships, public affairs, video pro-duction and writing.

Current clients include: dfwrealtors.com — The MetroTexAssociation of Realtors®, FurmaniteWorldwide, Inc., National Centerfor Family Literacy, ParklandFoundation, VerizonCommunications, VerizonFoundation and WorkforceSolutions Greater Dallas.

Learn more about D+M+T atwww.dmtcommunications.com.

DEVINE + POWERS

1801 Market Street, Suite 290Philadelphia, PA 19103215/568-2525www.devinepowers.com

Headquartered in Philadelphia,D+P represents leading companiesand brands based in the Mid-Atlantic region including Tiffany &Co., The Philadelphia Inquirer,Daily News and Philly.com; SunocoLogistics; FXI FoamexInnovations; Advanced SensorTechnology; Hotel Palomar andAMC Institute.

At D+P, we get people talkingabout your brand. We know all ofthe right places to start the conver-sation. Sometimes we start conver-sations through media outreach;other times through word of mouthor social media platforms. Whennecessary, we can also stop conver-sations about your brand beforethey start.

Unlike the traditional agencyapproach, Devine + Powers guaran-

tees a senior strategist with a mini-mum of 15 years experience as thedirect contact for every client.

We are pleased to announce thelaunch of our social media practice.

This new practice will leverageall of the possible social media plat-forms to benefit our client brands.These strategies can be fully inte-grated into existing programs or canstand alone.

DYE, VAN MOL &

LAWRENCE, INC.

Public Relations and Advertising209 7th Avenue NorthNashville, TN 37219615/244-1818www.dvl.com

Ronald Roberts, President & COO

Dye, Van Mol & Lawrence, cele-brating our 30th anniversary, is oneof the south’s leading public rela-tions and advertising agencies. Ourcapabilities include the latest incommunications technology andalternative solutions while remain-ing faithful to the tried and trueprinciples on which we were built.

We support our capabilities withgreat people on the DVL team.These great people excel at clientcollaboration, breakthrough think-ing, successful strategy, award-win-ning creative, iconic branding andresults-driven public relations pro-grams.

When your brand speaks withone voice, consistently across allpublic relations and advertisingmedia — and listens intently aswell — there is a powerful connec-tion with your target audience.That’s our aim: to connect you withyour audiences and make yourorganization successful.

Clients include: Jack Daniel’s,Bridgestone Americas, Inc.,Goodwill Industries, Johnston &Murphy, Psychiatric Solutions, Inc.,Lipscomb University, TractorSupply Co. and Logan’sRoadhouse.

EDGE

COMMUNICATIONS,

INC.

17328 Ventura Blvd., Suite 324Encino, CA 91316818/990-5001Fax: 818/[email protected]

Founded in 1996, EdgeCommunications, Inc. is an inno-vative all-star team of communi-



Devine + Powers handled the media relations and communicationsstrategies for Pro Cycling Tour, the organizers of the TD BankPhiladelphia International Cycling Championship. The largest sin-gle-day, all professional bicycle race in the U.S., the race is consid-ered the foundation of American pro cycling. The 25th year of thePhiladelphia International Cycling Championship generated signifi-cant media exposure, with print circulation numbers totaling morethan 25 million. The event welcomed 400 professional cyclists frommore than 20 nations and close to 1,000 amateur cyclists in ancillaryevents. Pictured is the start line, as seen from the press tent.

CROSBY MARKETING COMMS.

Continued from page 42

cations professionals, unified by ano-nonsense approach that buildsbrands, companies and reputa-tions. Through “better thinkingand relentless execution,” weexpress our work ethic and ourcore values of quality and premi-um, personal service. We’re ahybrid organization — virtual forprofessional services, traditionalfor administrative support. Wethink, we write, we pitch — andwe use the news media strategi-cally to help our clients grow.

Edge consists of 20+ senior PRstrategists, media relationsexperts and writers, each ofwhom brings a minimum of 10years’ experience and industrysegment expertise across a rangeof communications disciplines.Most Edge team members haveserved with major public rela-tions agencies and/or specialtyfirms at the VP level or above.Our team is also peppered withsenior editorial professionals,alumni of notable business andtrade publications. Edge is rankedamong the top 50 tech PR firmsnationally by the respected indus-try journal O’Dwyer’s.

Based in Los Angeles, Edgehas a presence in New York, SanFrancisco, Portland, Minneapolis,Seattle and Boston. Client experi-ence encompasses B2C, B2B andcorporate work. Our clients rangefrom pre-IPO startups to mem-bers of the Fortune 1000 — intechnology, consumer products,life sciences, professional servic-es, e-business, advertising andhuman resources.

ETC, INC.

31 Triangle Park DriveCincinnati, OH 45246513/[email protected]

Pat Esposito, Principal,President, & CEOBethany Dale, APR, Principal,Vice President

Environmental Technologiesand Communications, Inc. is aMidwest PR firm that dealsexclusively with environmental,health and safety issues.

The firm was founded in 1994and currently maintains a staff of25. Clients are primarily publicutilities and major manufacturerswho turn to ETC for supportwhen they have an emerging EHSissue, or one that has alreadyattracted public attention and

concern.ETC works with industrial

clients facing state/federal con-sent orders for environmentalpollution. ETC also providescommunication assistance toclients with construction, demoli-tion, and remediation projectsthat will directly affect neighbor-ing properties. Sometimes,clients seek assistance when gov-ernment action shines a new lighton some aspect of their opera-tions.

Communication plans andstrategies are custom-designed tofit the situation, and may includemedia relations, community out-reach, public meetings andinvolvement, opinion surveys, adcampaigns, and other forms ofemployee/stakeholder communi-cations. Topics range from buriedwastes, contaminated buildings,impacted soils, polluted streams,and contaminated groundwater,safe drinking water, and sewagecollection/treatment, to plantodors, toxic emissions, andindoor air.

ETC has been repeatedly rec-ognized for its outstanding workby PRSA, IABC, theInternational Academy ofCommunications Arts andSciences/MarComm, theInternational Academy of theVisual Arts, and others in nation-al and international PR awardcompetitions since 1996.

FAHLGREN

MORTINE PUBLIC

RELATIONS

4030 Easton Station, Suite 300Columbus, OH 43219614/383-1500Fax: 614/[email protected]

Neil Mortine, President & CEO

Breakthrough results happenbecause we raise the bar everyday. We blend experience, cre-ativity and innovation to getresults. And then some. The out-come? A client satisfaction ratingfive times the national average.Award-winning work with thenation’s best brands includingMcDonald’s, Kroger, Emerson,Cardinal Health, Elmer’s,Balloon Time, WorthingtonIndustries, Kidde, Sherwin-Williams, Ohio TourismDivision, Nationwide Children’sHospital, and Leggett & Platt.The ability to reach audiences

globally through our involvementwith the Council of PublicRelations Firms and membershipin IPREX. And now since ouracquisition of Edward Howard,we’re ranked #22.

Fahlgren Mortine. A leading,independent firm with a fullrange of public relations and mar-keting communications servicesunder one roof, from heady issuesand crisis management counsel tothe creative and practical applica-tion of new media — all to tell acompelling story for our clients.

FEINTUCH

COMMUNICATIONS

245 Park Ave., 39th Flr.New York, NY 10167212/808-4901Fax: 212/[email protected] www.feintuchcommunications.comwww.ecpglobal.com

Henry Feintuch, President

Feintuch Communications is astrategic relations firm that deliversan integrated set of services includ-ing public relations, investor rela-tions and marketing and creativeservices. We enjoy decades ofexperience in developing andimplementing successful technolo-gy public relations programs fororganizations of all types and sizesand have specific domain expertisein technology, financial services,healthcare and life sciences andadvertising & media.

For technology start-ups andcompanies targeting the U.S.,we’ve developed a business servic-es firm — JumpStart GlobalAdvisors (jumpstartglobal.com) —that allows them to enter the marketquickly and efficiently — every-thing from legal, accounting,administrative, HR and recruitmentto business development and distri-

bution services — coupled with theappropriately scaled public rela-tions, online and broad marketinginitiatives to generate inquiries.

Feintuch Communications is amember of ECP Global, an interna-tional alliance of premier independ-ent public relations consultancies.

FOODMINDS, LLC

One Tower Lane, Suite 2610Oakbrook Terrace, IL 60181630/571-4150Fax: 630/[email protected]@[email protected]@foodminds.comwww.foodminds.com

Laura Cubillos, RD, BillLayden, Sue Pitman, MA, RD,Partners

A food and nutrition companythat harnesses science, publicaffairs and communications,FoodMinds’ vision is to be a trust-ed partner in producing novel foodand nutrition positions and pro-grams that shape the future for itsclients. We apply knowledge, criti-cal thinking and industry connec-tions to help our clients tell a betterstory that makes a difference. Wepride ourselves on the right mix oftalented, seasoned and motivatedprofessionals — registered dieti-tians, consumer marketers, mediastrategists, PhDs, science writersand policy experts — to challengethe status quo and achieve greatthings for our clients.

FoodMinds clients include:Applegate Farms, Bush Brothersand Company, Distilled SpiritsCouncil of the United States,Dairy Management Inc., Hass,Avocado Board, Kashi Company,Kellogg Company, NationalConfectioners Association, andWelch Foods Inc.


Feintuch Communications staffers (L to R): Jules Abraham, JeannineKilbride, Savannah Tikotsky, Christa Conte and Henry Feintuch.


GIBBS & SOELL,

INC.

60 E. 42nd St., 44th Flr.New York, NY 10165212/697-2600Fax: 212/697-2646www.gibbs-soell.com

Cos Mallozzi, CEOLuke Lambert, Pres. & Mng. Dir.

Founded in 1971, Gibbs &Soell Public Relations (G&S) isa leading global independentpublic relations firm with head-quarters in New York, full-serv-ice offices in Chicago, Raleigh,N.C. and Zurich, Switzerland,and a global footprint in morethan 30 countries through affili-ate partners and its membershipin Public Relations OrganisationInternational. Solving ourclients’ business challengesdrives everything we do. Ourpassion for excellence, com-bined with an innovative, dili-gent approach to problem solv-ing, delivers value-drivenresults. We blend strategic plan-ning and counsel, creativity,quality writing and professionalmedia relations with deep indus-try knowledge to the daily bene-fit of our clients’ businesses.Gibbs & Soell is not all things toall people. While we have broad

experience in a number of indus-tries, we focus our expertise incore markets where we delivereffective, value-driven commu-nications programs that build onour experience, knowledge andleadership. Those marketsinclude advanced manufacturingand energy; agribusiness andfood; consumer lifestyle andbuilding solutions; professionalservices; and technology andgeneral science. In these indus-tries, we understand the issuesand challenges you face in con-ducting business, as well as thecritical importance of customerrelationships and the rapidlychanging dynamics of the mar-ketplace. We apply our strengthsto help you market products andservices, build strong brands,manage issues and grow keyrelationships. In short, the suc-cess of your business is at theheart of what we do. G&S’ serv-ice portfolio includes corporatecommunications; marketingcommunications; event market-ing / management; employeecommunications; leadershippositioning; digital and socialmedia communications, commu-nications training and communi-cations research and evaluation.

Partial client listing: ACC /Center for the PolyurethanesIndustry, ACC / CyberSecurity,Alsons, American Society ofHome Inspectors, American

Woodmark Corporation,Association of Pool and SpaProfessionals, Big Ass Fans,Carter Ledyard & Milburn,CraftMaster Manufacturing,Dow Chemical Company,Dupont PerformanceElastomers, ERA Real Estate,Firestone Building Products,Fitzpatrick, Cella, Harper &Scinto, GE Rail Services,Georgia-Pacific, Honeywell,Kaldewei, Kitchen CabinetManufacturers Association,Miele USA, Million DollarRound Table, Molex, NationalElevator Industry, Inc., NovartisAnimal Health, OberweisSecurities, Panasonic Home &Environment Company, PlyGem Industries, RSC EquipmentRental, Schindler Elevator,Seward & Kissel, Stryker,Syngenta, Trade Commission ofSpain, Tridion Inc., TrustmarkInsurance

GIBRALTAR

ASSOCIATES

815 Connecticut Ave., NW, Ste. 800Washington, DC 20006202/534-1700202/534-1715Fax: 202/534-1701www.Gibraltar-llc.com

Founded in 2007, GibraltarAssociates is an agency with a mis-sion: We believe that great commu-nications begins with an idea, andgreat ideas can transform business-es, industries and policies and theworld.

With offices in Washington,D.C. and Los Angeles and a profes-sional staff of 15, GibraltarAssociates is an award-winningcommunications firm, one of thefastest-growing communicationsagencies in the country and one ofthe top 100 independently-ownedagencies in the United States. Werepresent leaders across variousindustries, including start-ups, gov-ernment agencies, trade associa-tions, NGOs and the Fortune 500.

Fluent in traditional communica-tions, public affairs and media rela-tions, Gibraltar Associates is also aleader in Web-based communica-tions and social media. Takingadvantage of both traditional andemerging communications plat-forms, we blend diverse consultinggenres to offer clients a truly holis-tic approach to solving challenges,providing world-class communica-tions counsel to clients and imple-menting those ideas to produce tan-gible business results.

HAGER SHARP

1090 Vermont Avenue, NWWashington, DC 20005202/842-3600Fax: 202/842-4032www.hagersharp.com

Garry Curtis, President & CEO

Founded in 1973 and based inWashington, D.C., Hager Sharpis an award-winning, independ-ent, employee-owned firm, witha broad range of experience ineducation, health, and publicsafety issues. The firm’sstrengths include: national pub-lic awareness campaigns andsocial marketing programs thatmake a difference in people’slives, partnerships that leverageour clients’ audience reach andengagement, media relations —from crisis management to tar-geting messages to just-the rightaudiences through media place-ments and multicultural out-reach, including partnershipdevelopment and media rela-tions.

Clients include NationalInstitutes of Health, U.S.Department of Education, U.S.Department of HomelandSecurity, U.S. Department ofHealth and Human Services andthe Annie E. Casey Foundation.

HOPE-BECKHAM,

INC.

17 Executive Park Dr., Ste. 600Atlanta, GA 30329404/[email protected]

David C. Van Voorhis, Dir.Business Dev./Client Rels.

What separates Hope-Beckhamfrom other PR agencies?

It is a hybrid … providing pub-lic relations and event marketingservices to a wide range ofclients.

Hope-Beckham’s ability toutilize traditional and non-tradi-tional tactics in both fieldsallows clients to reach their audi-ences in a variety of cost-effec-tive approaches.

Hope-Beckham’s experiencedstaff has the ability to implementcomplex public relations cam-paigns, while maintaining theability to professionally execute



Hunter PR has been an independently owned firm for 21 years, whichallows us the flexibility to take on pro bono clients that appeal to ourstaff’s interest and experience. Hunter PR has worked with the NewYork City Clothing Bank for three years. This March staffers passedaround flowers on the first day of spring to help raise awareness andfunding for the organization. Hunter PR encouraged people tobecome a Facebook fan of Hunter PR and for every new fan throughthe end of March we donated money to the organization.


all types of events — mobiletours, product/service launches.If you can dream it, Hope-Beckham can make it a reality!Hope-Beckham is dedicated to

being flexible and cooperative.There is no single best way tomarket a company, product orservice, but a variety of creativeoptions to consider.

HUNTER PUBLICRELATIONS

41 Madison Avenue, 5th FloorNew York, NY 10010-2202212/[email protected]

Grace Leong, Jonathan Lyon,Claire Burke, Mark Newman,Partners

Hunter Public Relations is a cer-tified woman owned top-rankedmarketing communication firmspecializing in consumer brandsand lifestyle public relations.The 65-person, independently

owned and operated firm has beenaround for 21 years and offersstrategic marketing PR servicesincluding creative brainstormingand facilitation, traditional andsocial media relations, special eventproduction, product introductions,anniversaries, contests, local marketevents, spokesperson tours and cri-sis counseling.Revitalizing mature brands, cre-

ating buzz around new products andbuilding awareness among key

influencer groups are among thefirm’s specific areas of expertise.Clients include some of the

strongest and most respected con-sumer brand names including KraftFoods, Johnson & Johnson, E&JGallo Winery, Diageo, Kellogg’s,Campbell’s, Wrigley, Arby’s, 3M,Church & Dwight, McIlhennyCompany and Hasbro.

J PUBLICRELATIONS

666 Greenwich Street, Suite 222New York, NY 10014646/414-2482www.jpublicrelations.comTwitter: @jprpublicity

1125 W. Olive St., Suite CSan Diego, CA 92103619/255-7069

Kim Guyade, Jamie Sigler,Founding PartnersSarah Evans, Managing Partner,New York

J Public Relations (JPR) is asavvy, connected and proven hos-pitality and lifestyle-focusedagency committed to providing A-list results and services for the bestvalue. With offices on both coasts,in San Diego and New York City,JPR currently represents notewor-thy clients, including W SanDiego, The Chanler, The USGrant, Fluxx, Pure EntertainmentGroup, White Barn Inn, Stingareeand JC Resort’s Rancho BernardoInn and Surf & Sand Resort toname a few.JPR’s award-winning team is

focused on securing noteworthyresults for global clients in top local,

regional and national publicationsand creating a “buzz” amongmedia, influencers and industryinsiders. Our clear strategy is basedon clients’ goals, “wish list” andrevenue-driving markets and verti-cals.Our solid and long-standing rela-

tionships with top journalists andfreelancers nationwide, coupledwith our world-class experience,have granted us trustworthy accessto the right journalists at the rightpublications. We are a resource fornational journalists working on con-sumer, design, food and beverage,trade, business and lifestyle articles,as well as journalists in key region-al markets.

JARRARD PHILLIPSCATE & HANCOCK

The Horse Barn at Maryland Farms219 Ward Circle, Suite 3Brentwood, TN 37027615/254-0575Fax: 615/[email protected]

Jarrard Phillips Cate &Hancock is a national health-care public affairs firm thathelps leaders of hospitals andhealthcare organizations navi-gate communications and polit-ical challenges during times ofsignificant change or extraordi-nary opportunity. Reputationand issue management, unionand regulatory entanglements,mergers and acquisitions andmore. For more than a decadeour professionals have deliv-ered the intensity, smarts anddiscipline of winning politicalcampaigns to the healthcarearena.

JONES PUBLICAFFAIRS

1420 K Street, N.W., Suite 1050Washington, DC 20005202/591-4000Fax: 202/[email protected]

Carrie Jones, Principal &Managing DirectorBerna Diehl, Senior VPKathy Wahlbin, Senior VPJennifer Rodriguez, VP

Jones Public Affairs is aD.C.-based firm, specializing inhealthcare communications fornon-profit, pharmaceutical andgovernment clients. As leadersin influencer relations, JPA uses

a targeted approach to reach thestakeholders who drive change.JPA is a woman-owned agencywith a track record for design-ing and implementing strategic,results-focused campaigns.JPA offers big agency results

balanced with small-firm atten-tion. Comprised of seasonedcommunications specialists,JPA offers tailored accountteams with an extensive back-ground in the five domains forsuccessful healthcare communi-cations: media, advocacy, poli-cy makers, key opinion leadersand social media.At JPA, we are passionate

about our work, always strivingto exceed expectations. In addi-tion to providing strategic coun-sel, professional execution anddetailed and attentive clientservice, quality and efficiencyare always top of mind andnever sacrificed.

JS2COMMUNICATIONS

661 N. Harper Ave., Suite 208Los Angeles, CA 90048323/866-0880

41 E. 11th St., 11th FloorNew York, NY 10003212/905-6261www.js2comm.com

Founded by Jeff Smith andJill Sandin in 2001, JS2Communications is a bi-coastalpublic relations agency dedi-cated to providing clients withstrategic solutions, candidcounsel and tangible results.Comprised of a dynamic groupof seasoned professionals, theJS2 team is passionate about itsrelationships with its clientsand its partnerships with theteams that build them.The executive team has more

than 60 years combined experi-ence in PR and clients havecalled JS2 employees energetic,resourceful, inspiring, efficient,thorough, well-prepared, accu-rate, smart, eager, experienced,consistent, ambitious, savvy,fluid, flexible, friendly, reliableand passionate.A true full-service PR

agency, JS2 Communicationsoffers a breadth of capabilitiesfor its clients, including proac-tive and reactive media rela-tions, social media strategy andexecution, executive visibility,marketing support, media meas-urement, celebrity seeding,events and crisis management.

MAY 2010 � WWW.ODWYERPR.COM48


The J Public Relations Inc. team has extensive experience creatingmemorable PR campaigns in the lifestyle, hospitality and travel industryfor emerging and established brands alike. Some of the San Diego team(from left to right) includes Jennifer Roche, Lauren Clifford, JessicaSmith, Katherine Randall, Jamie Lynn Sigler and Kim Julin Guyader.

Photo: Brevin Blach.

HOPE-BECKHAM�Continued from page 46

MayMagazine:Layout 1 5/17/10 1:16 PM

KAPLOW

19 West 44th Street, 6th FloorNew York, NY 10036212/[email protected]

Liz Kaplow, CEOEvan Jacobs, CFO

Kaplow is an award-winningpublic relations firm dedicated tocultivating brand identities and rep-utations that nurture happy, loyalconsumers. Kaplow exists for a sin-gular reason: to emotionally con-nect our client’s brand story withconsumers who matter. We createprograms that put consumers firstby identifying the media, eventsand people that influence them andensuring the brand is front and cen-ter in those places.

Kaplow’s creative digital strate-gy division, K:drive, plays an inte-gral role in program developmentand execution. K:drive pushes PRbeyond the edges of traditionalmedia to build word of mouthabout brands, fueling conversationswhere they occur. K:drive expert-ise includes viral and social mediacampaigns, brand audits, bloggingand blogger relations, as well asdigital media training and measure-ment services.

Clients include: Target, Skype,CVS Corp, Avon Mark & Green,Timex, Alberto Culver (Nexxus &St. Ives), CafePress, Groupe SEB(Rowenta & T-Fal), GSICommerce, HauteLook,Coupons.com, Shiseido, Lumene,CEW, Nero, Skiff, Netflix,Meredith Corp., and More maga-zine.

LAMBERT,

EDWARDS &

ASSOCIATES

47 Commerce AvenueGrand Rapids, MI 49503616/233-0500Fax: 616/233-0600www.lambert-edwards.com

Jeffrey T. Lambert, Mng. PartnerTara Powers, Partner, ConsumerPrac.Don Hunt, Partner, Health Care &Emerging Technology Prac. Ken Zak, Managing Dir., FinancialCommunications Prac.Sam Locricchio, Managing Dir.,Automotive Prac.Emily Gerkin Palsrok, ManagingDir., Public Affairs Prac.

With three Silver Anvils in thelast four years, Lambert, Edwards

& Associates has earned its spotamong the Midwest’s leading agen-cies. With the 2009 acquisition ofJohn Bailey & Associates, LE&A isa top-75 PR firm and top-25 infinancial communications andinvestor relations nationally.LE&A has posted 10 straight yearsof growth and boasts a roster of 100clients in 20 states and five coun-tries.

With offices in Detroit, Lansingand Grand Rapids, LE&A hasassembled a team of nationalagency, corporate and Wall Streetveterans with proven expertise indelivering tangible, winning results.Our specialties and client rosterspan consumer products, specialtyretail and national chains, food &beverage, health care, businessservices, manufacturing, technolo-gy, and faith-based products andservices.

Clients: American EducationGroup, Applied Security, Biblica,Biggby Coffee, Blue Cross BlueShield of Michigan, BroadwindEnergy, DenaliFlavors/MooseTracks®, DuPont,ExpressJet Holdings (NYSE:XJT),Family Christian Stores, HealthyKids Healthy Michigan,Independent Bank (NAS-DAQ:IBCP), InternationalAutomotive Components Group,Inventure Group (NAS-DAQ:SNAK), Masco HomeServices, Mattress Firm, NationalHeritage Academies, NorthAmerican International Auto Show,Old Orchard Brands, PISAT Solar,Spartan Motors (NASDAQ:SPAR),Strongtower Financial, Two Men &A Truck International, WolverineWorld Wide (NYSE:WWW),Zondervan.

LANDIS

COMMUNICATIONS

1388 Sutter St., Suite 901San Francisco, CA 94109415/561-0888Fax: 415/[email protected]

David Landis, President/CEO

Called “the Bay Area’s con-sumer PR experts,” LCI is a mid-sized, award-winning communica-tions agency based in SanFrancisco. LCI is a member ofPublic Relations Global Network,with 40 affiliate agencies world-wide. LCI services national andregional clients in the consumer,nonprofit, financial services, greentech and consumer technology cat-egories. Clients include Emirates

Airline, Port of San Francisco,MetLife, Whole Foods Market,DeVry University, CaliforniaAcademy of Sciences, Old Navy,NBC Universal, Hilton Hotels,Stanford, Tiffany & Co., Sony,Cold Stone Creamery, SF Ballet,Xerox and Match.com. LCI offersnumerous services, including pub-lic, community and media rela-tions, messaging, media trainingand more.

LANE PR

905 SW 16th AvenuePortland, OR 97205503/221-0480Fax: 503/[email protected]

Wendy Lane, PresidentEve Callahan, Vice PresidentAmy Paterson, Vice PresidentKristen Siefkin, Vice PresidentVicki Ruse, Controller

LANE PR is a nationally recog-nized PR agency focused on ourclients’ business success. For twodecades, LANE PR’s team of mediarelations specialists have been serv-ing clients in the consumer, food &beverage, financial services, busi-ness-to-business, technology, healthcare and professional servicesindustries. We understand what’scompelling about a company andknow how to spread the word.

The agency was founded in 1990to provide results-driven publicrelations campaigns that maximizea company’s investment. LANE PRhas grown through referrals and anoutstanding track-record, proof ofthe creativity and responsiveness ofour team. With offices in Portlandand New York, we focus on whatwe do best: pure PR, both tradition-al and online.

L.C. WILLIAMS

AND ASSOCIATES

150 N. Michigan Ave., Suite 3800Chicago, IL 60601312/565-3900Fax: 312/[email protected]

Kim Blazek Dahlborn, Pres. & CEOGary Goodfriend, Executive VPAllison Kurtz, Executive VPGreg Gordon, Senior VPMary Moster, Senior VPShannon Quinn, Senior VPJay Kelly, Vice President

L.C. Williams & Associates

(LCWA) is a full-service publicrelations and research agencyheadquartered in Chicago. Ourmid-sized company is made up ofexperienced, invested and cre-ative individuals whose missionis to provide clients a refreshingagency experience based on trust,flexibility and the delivery ofmeaningful results on time and onbudget.

Our independent agencyemploys 30 professionals whosespecialties include marketingcommunications, media relations,social media, corporate relations,employee/labor communications,public affairs, crisis communica-tions, special events, communityrelations, media training andmore. The firm offers an in-house, full-service research capa-bility, and recently launched anew arts and leisure practice.

LCWA serves clients from awide range of industries and isone of the top agencies specializ-ing in home products. Ournational reach is broadened glob-ally by international affiliatesthrough our membership in thePublic Relations Global Network.

Among current clients: AceHardware, American Associationof Endodontists, AmericanNurses Association, ComEd,eBay, Electrolux Home CareProducts, Eureka, EverestCollege, Fabricators &Manufacturers Association, FirstAlert, Grohe, InternationalSociety for Technology inEducation,La-Z-Boy, Legacy.com,Matthews International, Munters,Pergo, Snow Joe, Tiffany & Co.,Trex, UnitedHealthcare of Illinois.

LEE &

ASSOCIATES, INC.

PUBLIC RELATIONS

145 So. Fairfax Avenue, Ste. 301Los Angeles, CA 90036323/[email protected]

Howard Pearlstein, Principal

Lee & Associates offers strate-gic planning, program evaluation,media relations, product launch-es, consumer education, specialevents, crisis management andcorporate PR services to a widerange of clients.

In addition to promoting pack-aged consumer products, health-care / pharmaceuticals and restau-




rants, the award-winning agencyhas been consistently recognizedas one of the leading independentfood & beverage promotion agen-cies in the country.

Founded in 1950, its WesternResearch Kitchens division, fea-tures home economists, nutrition-ists dietitians, chefs and medicaldoctors.

The full-service firm has affili-ate offices in key cities through-out the U.S. and is often givenprojects by east coast and mid-west companies to help with pro-motion in the western states.

LINDEN

ALSCHULER AND

KAPLAN

1251 Avenue of the AmericasNew York, NY 10020212/575-4545Fax: 212/[email protected]@[email protected]

Lisa Linden, CEOSteven Alschuler, PresidentLloyd Kaplan, Chairman

With an entrepreneurialapproach that values high-levelperformance, creativity andaccountability, we develop andimplement compelling publicrelations campaigns that shapeopinions and produce results.

We work with major corpora-tions to improve their marketpositions, increase their visibility,enhance their images and guidethem through crises. We helpcompanies establish credibilityand build their brands. We takeissues that lack definition andproject them to national promi-nence. We assist non-profitorganizations in building impor-tant alliances and support. Andour work in special situations —mergers and acquisitions, bank-ruptcies, litigations, governmentinvestigations — supportsclients’ efforts to steer theirorganizations through highlycomplex and contentious issues.

Whether our mission involvesmedia relations, crisis manage-ment, internal communications,expertise in public affairs, com-munications support for high pro-file transactions, editorial servic-es, or assistance in developing

and promoting special events, weunderstand our clients’ needs andprovide an array of services tomeet them.

LINHART PUBLIC

RELATIONS

1514 Curtis Street, Suite 200Denver, CO 80202303/620-9044www.linhartpr.com

Sharon Linhart, APR, Founder &Mng. PartnerPaul Raab, APR, Senior VP &PartnerCarri Clemens, CFO & PartnerDawn Doty, APR, VP & PartnerKelly Janhunen, Account Dir. &PartnerKelly Womer, APR, ABC, VP

Linhart PR is a talent magnetwhich has attracted veterans ofrespected large firms and “mostadmired” companies, plus formernewsroom pro’s and Coloradonatives. We offer clients theagility, creativity and attention todetail of an independent PR firmwith experience and insights fromthe big firms. We understandclients because our leadershipteam has extensive client-sideexperience.

We’ve been recognized nation-ally as one of the top small PRfirms by PRWeek and The HolmesReport. Known for long-termclient relationships, we earned a100 percent Net Promoter Scorefrom clients in 2009. Specialtiesinclude restaurants, natural andorganic products, financial andprofessional services, buildingproducts, energy and health care.

We deliver business results forclients nationally from ourDenver base, and are part of theWorldcom PR Group global net-work.

LOU HAMMOND &

ASSOCIATES

39 East 51st StreetNew York, NY 10022212/308-8880Fax: 212/[email protected]/louhammondpr

Lou Hammond & Associates is afull-service public relations compa-ny specializing in communicationsand marketing outreach for premi-um brands in the travel/tourism,design/furnishings, culinary, retail,real estate, beauty/fashion and hos-pitality industries.

For 25 years, Lou Hammond &Associates (LH&A) has dedicatedits resources, energies and talents toserving the lifestyle arena world-wide with results-driven programsfor clients who set the standard intheir industries. Through strategiccommunications programs thatemphasize swift action, creativesolutions and a global perspective,LH&A has earned the respect ofmedia reporting on quality prod-ucts — establishing a reputationfor service, integrity andunmatched style.

Founded by industry icon, LouHammond, the company takespride in its departure from busi-ness-as-usual, remaining fiercelyindependent and providing clientswith fees based on an agreed-uponplan, not on time sheets. At LH&Aexpenses are never marked up andclients never run out of allottedtime.

Headquartered in New York Citywith offices in Palm Beach andCharleston, the agency boasts anexceptional roster of clients with anunmatched rate of retention. In fact,many clients have been partners formore than ten years. Clients findpowerful synergistic partnershipswithin the LH&A community oftenjoining forces on programs andprojects that maximize opportuni-ties for all.

With quality as a guiding princi-ple, the Lou Hammond approachhas been extremely successful —making the agency one of the mosthighly-recognized and award-win-ning in lifestyle communications.

MAKOVSKY +

COMPANY

16 East 34th StreetNew York, NY 10016212/[email protected]

Ken Makovsky, President & CEO

Makovsky + Company, found-ed 30 years ago, has become oneof the nation’s leading independ-ent global public relations,investor relations and brandingconsultancies by adhering to itsoriginal vision: specialization inkey areas is the best way to buildreputation, sales and fair valua-tion for the client. Our competi-tive edge is reflected in ourbrand energy line: “The Powerof Specialized Thinking.”

Makovsky’s specialtiesinclude financial and profession-al services, health, technologyand business services, social

media, investor relations, brand-ing and interactive, clean-tech/sustainability, and researchand measurement.

Headquartered in New York,Makovsky has agency partnersin more than 25 countries and in37 U.S. cities through IPREX,the second largest worldwidecorporation of independent agen-cies, of which it is a founder.

MATTER

COMMUNICATIONS

50 Water StreetMill #3, The TanneryNewburyport, MA 01950978/499-9250www.matternow.com

Scott Signore, Principal & CEOPatty Barry, Principal

Matter Communications is anaward-winning, full-service pub-lic relations agency specializingin consumer and high-technologymarkets, specifically in the pho-tography and digital imaging cate-gory. We work with clients acrossthe U.S. and Europe to delivercreative and effective public rela-tions programs that generate busi-ness. Matter’s results-focused PRservices include company/productlaunches, product reviews, analystand media relations, online mediaoutreach, social media, crisiscommunications and thoughtleadership campaigns.

Matter Communications pridesitself on being a results-focusedpublic relations agency. Matter isheadquartered north of Boston inhistoric Newburyport, MA, andoperates a growing office inProvidence, R.I. Clients include:ATG, CVS/pharmacy,Expoimaging, Harris, Lexar andVerizon Wireless. For more infor-mation please visitwww.matternow.com.

MCS HEALTHCARE

PUBLIC RELATIONS

1420 US Highway 206, Suite 100Bedminster, NJ 07921908/234-9900Fax: 908/470-4490www.mcspr.com

MCS Healthcare PublicRelations is an award-winninghealthcare communications agencythat has been recognized over thelast 25 years for its strategic focus,creativity and knowledge of issuesaffecting the pharmaceutical andbiotech industries.



LEE & ASSOCS.Continued from page 49

MCS now offers a new strategicPR/IR training program for senior-level executives in those industriesto help meet their investor, corpo-rate and product communicationsneeds.

The integrated program providescustom solutions to some of themost critical issues that “C”—level executives face in today’shighly competitive market, includ-ing development and delivery ofconsistent messages that effectivelyengage and inform audiences rang-ing from the financial and medicalcommunities to government andregulatory authorities.

MCS continues to offer the serv-ices that have defined our agencyfor the last quarter century, includ-ing product communications, advo-cacy relations, issues/crisis man-agement and, most recently, socialmedia counsel, all on a global basis.For more information, contact JeffHoyak, President, 908/234-9900 [email protected].

MERRITT GROUP

11600 Sunrise Valley Dr., Ste. 320Reston, VA 20191703/390-1500www.merrittgrp.com

Ben Merritt, CEOAlisa Valudes, EVP, Partner

With offices in Reston, Virginiaand San Francisco, Merritt Grouphelps create and move markets forforward thinking companies.Merritt Group determines the rightmix of communications channels— PR, marketing, digital, socialmedia, Web — and implementsstrategic campaigns to make ourclients’ messages resonate in themarketplace. Bringing innovationand creativity to our client engage-ments, Merritt Group places a pre-mium on building long-standingrelationships with our clients. Ourexpertise is focused in six practiceareas — Enterprise Technology,Security, Communications &Networking, Government,Healthcare, and Energy/Green IT.Some of our clients include VerizonBusiness, Microsoft Public Sector,Booz Allen Hamilton, PGP, U.S.Pharmacopeia, and Teradata.

NYHUS

COMMUNICATIONS,

LLC

1525 Fourth Avenue, Suite 400Seattle, WA 98101206/323-3733www.nyhus.com

Roger Nyhus, President & CEOSally Poliak, Chief OperatingOfficerMegan Kahn, Vice President ofPublic RelationsJim Blundell, Vice President ofPublic Affairs

Nyhus Communications is astrategic communications andadvocacy firm focused on serv-ing innovative enterprises.Nyhus delivers creative strate-gies, extraordinary service andmeaningful results, applying thelatest ideas, tools and technolo-gies. We fully integrate publicrelations, public affairs andsocial media into comprehensivecommunications and advocacycampaigns, providing seamlessand thorough brand support.Smart and assertive, we have apassion for producing world-class work and building long-lasting partnerships, serving as avaluable extension of ourclients’ teams.

Nyhus partners with a diverserange of national and interna-tional industry leaders across theglobal health, healthcare, lifesciences, technology, financialservices, non-profit, real estateand lifestyle industries. Marqueeglobal health and healthcareclients include: SeattleBioMedical Research Institute,Washington D.C.-basedPhRMA, the WashingtonBiotech and BiomedicalAssociation, the Government ofThe State of Victoria,Australia/City of Melbourne,Allied Waste (the national WasteManagement organization) and“Partners in Preservation” ajoint project between AmericanExpress and The National Trustfor Historic Preservation.

PERITUS LLC

200 South Fifth St., Suite 503NLouisville, KY 40202502/585-3919Fax: 502/[email protected]

Tim Mulloy, CEORobert Gunnell, Senior Partner

Mark Mulloy, Senior PartnerGary Gerdemann, Senior VicePresident

Peritus is Latin for “experi-enced, skilled, expert” — wordswhich exemplify our work andour people. We are widely recog-nized for our ability to create andimplement strategic winningsolutions for clients through dis-ciplined and ethical advocacy.We provide layered expertise inpublic affairs, public relations,marketing and creative services.Established in the 1990s, the firmquickly distinguished itself as aleader in alliance development,crisis communication, grassroots& grasstops campaigns, litigationsupport and strategic counseling.We’ve continued to grow ourrange of services to become thepreferred marketing and commu-nications firm in the region. AtPeritus, we pride ourselves on theability to engineer smart solutionsand our relentless effort to keepclients on the fast track to suc-cess. With more than a century ofcombined experience, we’vedeveloped an impressive staffwith a fighting spirit and vast,influential networks.

PERRY

COMMUNICATIONS

GROUP

925 L St., Suite #260Sacramento, CA 95814916/658-0144Fax: 916/658-0155www.perrycom.com

Kassy Perry, CEO

Perry Communications Groupis an independent, full-servicepublic relations and publicaffairs firm specializing in issuemanagement, strategy, mediarelations, and coalition build-ing.

Since 1996, Kassy Perry andher award winning team havehad a profound impact on socie-ty and their clients’ bottom linewith nationally recognized cam-paigns tackling pressing issuesincluding land use, publichealth, affordable housing, theenvironment, access to prescrip-tion medicines, cancer and men-tal health.

Clients include: Allstate,AltaGas Renewable EnergyPacific Inc., California HealthyMarriage Coalition, CaliforniaState Parks Foundation, Diageo,

Nehemiah Corporation ofAmerica, Nighthorse Farm,Novartis, PharmaceuticalResearch & Manufacturers ofAmerica, REACH Air MedicalServices, SacramentoInternational Horse Show &Unity Non Profit Collective.

Call us today. See what wecan do for you.

PIERPONT

COMMUNICATIONS,

INC.

1800 West Loop South, Suite 800Houston, TX 77027713/627-2223Fax: 713/[email protected]

Offices also located in Austin,Dallas, and San Antonio

Phil Morabito, CEOSusan Gramatges, COO

Our business model is simple:We know how to influence theway people think.

Pierpont Communications,Inc. is one of the largest inde-pendent communications firmsin the Southwest. Established in1987, we help our diverse rosterof clients reach their businessobjectives with a wide range ofpublic relations, investor rela-tions, public affairs and market-ing services. Led by a team ofseasoned, nationally recognizedexperts, Pierpont leverages aunique “integrated practice”approach to develop and imple-ment communications programsthat produce real results. Ourclient base — in both the pri-vate and public sectors — ofFortune 100 companies, high-growth entrepreneurs, and lead-ing nonprofits provides us thedeep experience and breadth ofskills needed to reach and influ-ence any audience. Pierpont’scapabilities range from strategyformulation to crisis communi-cations.

Current and past clientsinclude: Argo GroupInternational, Blockbuster,Capital One Bank, ChamberlainHrdlicka, Energy Ventures,Odyssey OneSource, PageSoutherland Page, Park PlazaHospital, and many others.

To learn more about howPierpont can help your businessthrive, visit our website atwww.piercom.com.



The June issue of O’Dwyer’s will profilefirms that specialize in multicultural PR,as well as Global PR. If you would likeyour firm to be listed, contact Editor JonGingerich at 646/843-2080 [email protected]

PIERSON GRANT

PUBLIC RELATIONS

6301 N.W. 5th Way, Suite 2600Ft. Lauderdale, FL 33309954/776-1999www.piersongrant.comHighImpactDigital.com

Maria Pierson, CEOJane Grant, President

Pierson Grant PR is a full-service agency with offices inFort Lauderdale, Fla. andRaleigh, N.C. serving a widerange of clients with strategicplanning, media relations,online PR and social mediaimplementation, communityoutreach, special events and cri-sis communications.

The agency’s results-drivenculture attracts clients in manyindustries, including nationalrestaurant companies, healthcare organizatons, municipali-ties, financial services firms,educational institutions, manu-facturers, energy companies andreal estate firms, as well as arts,cultural and non-profit organi-zations. Clients includeInternational Dairy Queen,Morton’s, Waste Management,Consert Energy, Florida CareerCollege, National HealingCorp., WMF Americas andother diverse businesses rangingfrom large corporations toentrepreneurial enterprises.

The firm’s fresh thinkinghelps clients build brand identi-ty, claim market share andleverage the power of onlinemarketing through its HighImpact Digital division.

QUINN & CO.

PUBLIC RELATIONS

520 Eighth Ave., Suite 2102New York, NY 10018212/868-1900Fax: 212/465-0849www.quinnandco.com www.quinnandco.com/wordpressFacebook, LinkedIn and Twitter:@Quinnandco

Florence Quinn, PresidentCarla Caccavale Reynolds,Partner, TravelSuzanne Billet Rosnowski,Partner, Real EstateJohn Frazier, Executive VicePresident, TravelDanielle Pagano, Vice President,Food, Wine + Spirits

Quinn & Co. combines our sig-nature creative approach to tradi-tional media with strategic digitalmedia initiatives to developdynamic and highly effective inte-grated PR programs. We helpclients in our core areas of Food,Wine + Spirits, Real Estate andTravel achieve goals, reach targetaudiences with key messagepoints and ultimately drive busi-ness.

Quinn & Co.’s innovative ini-tiatives are recognized globally.Our unique approach has resultedin a number of industry “firsts”and earned us hundreds ofawards; including HSMAI AdrianBest of Show awards for best trav-el PR campaign of the year,worldwide.

We have many compelling suc-cess stories: We invented Martinion the Rock, the $10,000 martiniat The Algonquin Hotel that was

covered by more than 400 broad-cast segments, includingLetterman, Regis & Kelly, Ellenand Good Morning America. Wealso created an entirely new nicheproduct, The ProcreationVacation, for StarwoodCaribbean. Most recently, wewere the U.S. PR firm behind theblockbuster The Best Job in theWorld campaign (TourismQueensland). We also crafted aBlowout Sale at Hudson HillCondominium, NYC, the center-piece of which was an e-videocampaign with weekly chats withthe developer. This “first” inNYC residential developmenthelped spike sales 25%; eachvideo e-blast sent Web site trafficjumping 50%.

The agency offers a DigitalAudit focused on social media,SEO, blogs and Web sites. Itidentifies opportunities and chal-lenges, and generates recommen-dations to stay ahead of the com-petition, manage reputation andengage.

RBB PUBLIC

RELATIONS

355 Alhambra Circle, Suite 800Miami, FL 33134305/448-7450www.rbbpr.comBlog: www.rbbdigitalpark.com

336 W 37th St., Suite 840New York, NY 10018212/939-7265

Christine Barney, CEO &Managing PartnerLisa Ross, PresidentTina Elmowitz, Executive VP

rbb Public Relations has anational reputation for deliveringresults. Named PRWeek’s “2008Agency of the Year” and TheHolmes Report’s “2009 BoutiqueAgency of the Year,” rbb deliversclients results on par with the largestnational firms, but with the individ-ual attention of a boutique agency.Its bilingual staff excels in mediarelations, corporate communica-tions, digital/social media, productintroductions and crisis counseling.The firm’s capabilities encompass avariety of practice areas, includingB2B, consumer products, crisiscommunications, travel & leisure,health and fitness, real estate, andfood and beverage. rbb is a memberof the Converge network of PRfirms.

rbb’s current client rosterincludes Homewood Suites byHilton, AMResorts, the Florida

Marlins, Florida Power and LightCompany, Ringling Bros. andBarnum & Bailey Circus, BijouxTerner, Canyon Ranch Hotel & Spa,Blue Cross Blue Shield of Floridaand others.

RED SKY PUBLIC

RELATIONS

518 S. 9th, Suite 300Boise, ID 83702208/287-2199Fax: 208/[email protected]

Red Sky — Idaho’s largestpublic relations agency — is afull-service firm with practices inhealth care, food/nutrition, eco-nomic development,tourism/hospitality, technology,transportation, social media andpublic affairs. Representativeclients include SuperValu (gro-cery stores), Pacific Source,Cradlepoint Technologies,Ballihoo, St. Luke’s MedicalCenter and Aviisha Sleep Centers.Red Sky is a member of PinnacleWorldwide, one of the world’sleading organizations of inde-pendently owned public relationsfirms.

REGAN

COMMUNICATIONS

GROUP

106 Union WharfBoston, MA 02109617/488-2800Fax: 617/[email protected]

Regan Communications Groupis the largest privately-held publicrelations firm in New England andthe seventh-largest privatelyowned PR firm in the country. Thefirm was founded in 1984 byGeorge K. Regan, Jr. the formerCommunications Director for theCity of Boston and Press Secretaryto Mayor Kevin H. White. Mr.Regan has built a company thathas developed a national reputa-tion for expertise in public rela-tions.

The firm’s main office is locat-ed in Boston. We also have branchoffices located in New York City,Providence, RI, Hartford, Conn.,West Palm Beach, Florida andCape Cod.

Regan’s public relations servic-es include: media relations, socialmedia, community relations, gov-



Members of Regan Communications Group’s senior management team[left to right]: Jack Fitzgerald (Deputy General Manager), MariellenBurns (Chief Strategy Officer, News Politics, and Crisis Management),Alan Eisner (President), George K. Regan, Jr. (Chairman), RebeccaPierce-Merrick (President, Pierce-Cote Advertising), Ken Fishkin (ViceChairman and General Counsel).

ernment relations, special events,and crisis communications.

We also own Pierce-CoteAdvertising of Cape Cod, whichallows us to offer a full range ofadvertising and marketing servicesto our clients as well.

Our group of 60 professionalsincludes senior staffers with exten-sive experience in print and broad-cast media, business, government,sports and entertainment. Ourcompany is capable of handlingmajor assignments. However,every Regan client receives thepersonal attention so important toa successful company-client rela-tionship. Tailoring our services toa client’s individual needs, makingourselves accessible to our clientson a round-the-clock basis, andcommunicating with our clients ina hands-on, personalized setting isthe hallmark of the ReganCommunications Group.

Regan CommunicationsGroup’s clients include a widerange of national and local compa-nies and organizations, includingDunkin’ Donuts, the BostonCeltics, Bank of America, the NewEngland Patriots, New BalanceAthletic Shoe, Legal Sea Foods,Savings Bank Life Insurance,RE/MAX, Simon Malls,Entercom Radio and Boston mag-azine. Our success with theseclients, many of whom we haverepresented for over 15 years,demonstrates our results-orientedapproach and our total commit-ment to our clients over the longterm.

REVIVE PUBLIC

RELATIONS

123 El PaseoSanta Barbara CA 93101805/248-7424Fax: 805/[email protected]

Brandon Edwards, Pres. &FounderJoanne Thornton, SVP & Founder

Healthcare is an incrediblycomplex industry, and success-ful PR in that space requireshonest advice, strategic insight,and flawless execution. Revivetranslates complexity into sim-plicity, predicting problems,protecting reputations, andbuilding on the truth to craft theright story.

Revive focuses on HealthServices and Healthy Living.Health Services clients includehospitals and health systems,physician organizations, spe-

cialty providers, ASCs, LTACs,healthcare IT companies, dis-ease management, and PBMs.Healthy Living clients includewellness, prevention, fitness,exercise, nutrition, and sportsmedicine.

Since 2005 alone, Reviveexecutives have assembled anenviable track record of 165successful engagements. Ourteam has worked with nationalorganizations and handled proj-ects in 46 states, deliveringwhatever the strategy needs tobe successful — social media,public relations, grassrootscoalition building, media rela-tions, or targeted advertising.Revive was recently named theNew Agency of the Year by aleading industry trade publica-tion.

RF | BINDER

950 Third Avenue, 7th FloorNew York, NY 10022212/994-7600

Amy Binder, CEOGeorge Drucker, CMOFrank Walton, Chief PerformanceOfficer

RF|Binder is a full-service PRagency assisting clients managethe challenges that emerge whenthe interests of the public, pri-vate sector and government con-verge.

Capabilities encompass mar-keting communications, reputa-tion management, media rela-tions, crisis management, digitalmedia, and investor relations.We create programs focused onthe public, customers, policy-makers, employees, communi-ties and influencers. We are pas-sionate about finding innovativesolutions to clients’ challenges.We believe that ideas matter —that the right ideas drive success.Our holistic approach to servicebegins with senior-level profes-sionals, committed and engaged,who lead cross-functional teamspromoting excellence and cre-ativity.

We follow the vision of DavidFinn, our founder: to do bothwell and good; to grow so wecan reward the work of our col-leagues and provide new oppor-tunities; to serve our clients inways that will always make usproud; to do work that enrichesour lives.

Clients include Ameriprise,Bank of America, Cargill,Dunkin’ Brands, Fiserv,McGraw-Hill, New York

University, and Staples.RF|Binder was selected by the

Holmes Report as the 2009Creative Agency of the Year.RF|Binder is a woman-ownedfirm, certified by The Women’sBusiness Enterprise NationalCouncil. Along with our NewYork headquarters, we haveoffices in Boston andWashington, D.C. and bureaus inChicago, Denver, Los Angeles,Orlando, and Philadelphia.

ROSICA PUBLIC

RELATIONS

95 Rt. 17 SouthParamus, NJ 07652201/843-5600Fax: 201/843-5681www.rosica.comwww.interactmarketing.com

Chris Rosica, CEO

Established in 1980, Rosica isa national consumer and busi-ness-to-business public rela-tions and marketing firm. Withstrategic planning, the agency

takes campaigns beyond theordinary and into iconic brand-ing. Rosica’s services includemedia relations, Internet mar-keting, including social media,blogging, SEO and online repu-tation management, as well ascreative media events, cause-related marketing, media train-ing, and new product introduc-tions. Its healthcare divisionincludes ProfessionalDisposables International; andpast clients include Merck &Co., Inc., Schering-PloughCorp. and Johnson & Johnson.Former Parade magazineCreative Director Ira Yoffe, newvice president, design depart-ment, and Joseph Beccalori, VPonline marketing software andservices division offers Rosica’sclients a wider range of servic-es.

Clients include: Boys & GirlsClubs in NJ, CoverMate, CrollReynolds, Exergen, HamptonDirect, Kaleidoscope of Hope,Nice-Pak, Salvation Army,Savvier, Telebrands, TGaSAdvisors, Tristar Products,Vertex Capital Management.


Chris Rosica, CEO Rosica PR, being interviewed by New JerseyNetwork (NJN) at the recent New Jersey League of Municipalitiesconference in Newark, where he gave an Introduction to SocialMedia to government officials and employees.


RUDER FINN, INC.

301 East 57th StreetNew York, NY 10022212/593-6400 [email protected] www.ruderfinn.com

David Finn, ChairmanKathy Bloomgarden & PeterFinn, Co-CEOs

Ruder Finn is one of the largestprivately owned public relationsagencies in the world, working withmany of the world’s leading compa-nies and institutions to shape opin-ion and influence outcome.

Our business is focused aroundfour core pillars — Corporate Trust,Health & Wellness, GlobalConnectivity and Life+Style —where we have strong leadershipplatforms, experience, and knowl-edge of issues and trends. Ourexpertise spans: policy andactivism; M&A, governance andinternal change; implications ofnew technologies and transforma-tion of industry segments. RuderFinn is a global agency, with officesin key markets across the US,Europe and Asia, supported by affil-iates around the world. Our NewYork headquarters staffs one of thelargest concentrations of PR talentanywhere in the world. Our globalfootprint is especially deep in Asia,where we were one of the first glob-al agencies to enter the China mar-ket.

Clients include: Air France,Audi, BMS, Boeing, EmbassySuites Hotels, General Motors,Hotels.com, IEEE, Jamaica TouristBoard, King Pharmaceuticals,

Merck, Microsoft, MoMA, NEC,Novartis, Pfizer, SunGard, TheNorth Face, TiVo, and TravelAlberta.

SINGER

ASSOCIATES, INC.

140 Second St., 6th FloorSan Francisco, CA. 94105415/[email protected]

Sam Singer, President

One of the nation’s leading cor-porate reputation and crisis commu-nications strategists, SingerAssociates handles regional, nation-al and international crises and repu-tation management issues.

Singer was voted to the 50 MostPowerful People in San FranciscoList by San Francisco’s 7X7 maga-zine, which wrote: “Singer’s nick-name — “the Fixer” — says it all.If your reputation, fortune or politi-cal future is at stake, he’s the manyou call to convince the public, thepoliticians or the judge that you’rein the right.”

The agency handles bankrupt-cies, litigation, indictments, legalmatters, food safety, environmental,healthcare, construction, landdevelopment, union, corporatecampaigns, and provides services tohigh-profile corporate, entertain-ment personalities and athletes.

The San Francisco Chroniclewrote: “For Singer, kicking upsome dust and taking some flak arejust part of what goes with the terri-tory as one of the — if not the —premier mouthpieces and spin doc-

tors for companies doing business.”

SPARKPR

2 Bryant St.San Francisco, CA, 94105415/[email protected]

Sparkpr has been a top inde-pendent PR agency for over 10years with clients ranging fromstealth startups to global publiccompanies. Our services aredesigned to help clients achievetheir business goals throughstrategic communications, mediarelations, and social media cam-paigns. We are known for groundbreaking programs with Twitter,blogs, and video. Our industryexpertise spans consumer goods,social networking, apps, gaming,mobile, green tech, VC and enter-prise software. Clients includedivisions of Barclays, HutchisonWhampoa, Microsoft, IAC, EA,Virgin, Nielsen, and FoxInteractive. Sparkpr is headquar-tered in San Francisco withoffices in London, NY and CapeTown.

SS | PR

2700 Patriot Blvd., Suite 430Glenview, IL 60026847/[email protected]/sspr

Steve Simon, CEO & Founder

SS|PR excels at the most difficultaspect of PR: getting ink for ourclients. Specializing in targetedmedia placement and creating buzz,SS|PR has built a national reputa-tion for securing quality coveragefor B2B and B2C technology firms.Since 1978, our firm has helpedhundreds of tech businesses growmarket share and revenue. Withdeep industry knowledge and expe-rience, coupled with strong editorialrelationships, we’ve established anoutstanding track record for results-driven PR. SS|PR’s media relationsexperts in Chicago, New York,Silicon Valley and Colorado serveclients nationwide in a variety of hi-tech sectors, including IT infrastruc-ture, enterprise software, onlinebusinesses and healthcare. Our inte-grated approach to public relationsand marketing communicationsleverages traditional media, as wellas a strategic focus on Web 2.0 andsocial media channels. From newproduct launches and events man-

agement to overall strategy, mes-saging and tactical execution, ourcomprehensive service deliversexceptional value for our clients.

TEXT 100 GLOBAL

PUBLIC RELATIONS

352 Park Avenue South, 7th FloorNew York, NY 10010www.text100.com

Scott Friedman, RegionalDirector, North America

Text 100 is a 450-person strongglobal public relations consultancywith a direct presence in 26 citiesworldwide and seven others citiesthrough Text 100 affiliates. Wework with many of the world’sleading technology, internet anddigital lifestyle brands includingIBM, Cisco, Lenovo, MTV.com,SanDisk, Symantec and Xerox.We are recognized as an innovatorin the field of public relations, fromtraditional media relations to socialmedia, and for leading the PRindustry in staff development. Ourstrong culture has consistently beenpraised globally and over the pasttwo years we have been recognizedas the Best Midsize Agency inAsia, the Best Midsize Agency toWork For in the US, and one of theUK’s Best Small Companies.Additionally, Text 100 ranked no. 4in O’Dwyer’s 2010 ranking of TopIndependent PR Firms, no. 8 on thePRWeek Agency Business Report2009, and won a Bronze BulldogAward for 2010 Midsize Agency ofthe Year.

TGI

HEALTHWORKS,

INC.

515 N. Midland Ave.Upper Nyack, NY 10960845/348-0400Fax: 845/[email protected]

Louis Tharp, CEOSeth Ginsberg, Pres.Dr. Laurie Ferguson, VP Research& EducationEilise Servies, Nat. Ops. ManagerAlexey Salamakha, Stefan Bill,Program ManagersIl Nam Pak, Program Assocs.Joey Wohlhieter, Marco Pretell-Vazquez, Persuasive Tech. Assocs.Brett Wiggins, Tech. Analyst

Since 1999, TGI Healthworkshas been exclusively focused onnational grassroots programs within



TransMedia Group founder Tom Madden’s invention, Knife and Forklift(www.knifeandforklift.com), serving up tons of new media contactshungry for good stories. Product also available on TransMediaEntertainment’s “Shop Laughing” (www.shoplaughing.com), whereAmerican Idol meets QVC.

the healthcare discipline that aredesigned to build and sustain com-munities of people with chronic dis-eases.

Community-based and on-lineevents are the primary communica-tions vehicles.

Our pre- and post-launch tradi-tional public relations support thisoutreach. Patient, caregiver, physi-cian, advocacy, and elected officialoutreach components are tied tohard and soft metrics that includeprescribing habits tracking, as wellas net promoter scores, online con-versation sentiment, blog viral andvelocity measurements, and tradi-tional attitude measurements.

Our programs are customized tothe disease state, the market and theproduct, and include OTC, DTC anddevice indications.

We focus on individuals, and weachieve persistence, compliance andbrand loyalty objectives with a 100percent targeted audience thatincludes ethnic, cultural and nation-al origin segmentation with in-lan-guage programsfor patients, caregivers, physiciansand national, state and local electedand appointed representatives.

These branded and unbranded,publicity-ready events providerobust material for news path activi-ties that include feature stories, hardnews, political and social news, andhealth and fitness stories. They areapplicable to satellite, blog-internet,and conventional media.

TGI Healthworks‚ Zurich officehandles conventional PR-focusedgrassroots events in Western Europeand former East Bloc countries.South America and Middle Eastassignments are managed from NewYork.

TGI Healthworks is the naturalevolution from traditional healthcarePR and national television and mag-azine advertising. We provide astructured, collaborative, turn-keyrelationship that brings hard-numberROI discipline to clients that havethe infrastructure and mission toaccept a dominant market positionby way of patient, physician, care-giver, elected official and advocacygroup focus.

Prior to 1999, TGI managementran the successful Clay Marketing &Public Relations PR agency whichwas created in 1984 and focused ontechnology and maritime issues withoffices in New York and London.

TRANSMEDIA

GROUP

240 W. Palmetto Park Rd., Ste 300Boca Raton, FL 33432

561/750-9800 x211Fax: 561/750-4660

Here’s a firm as creative as itsfounder, former #2-ranked execu-tive at NBC Tom Madden, whorecently invented The Knife andForklift, shown on NBC TODAYand in publications from LA Timesto Fitness magazine. The 1.5-poundutensils shaped like dumbbellsallow you to exercise (restraint)while eating. Available atwww.knifeandforklift.com, it’sbeen serving the firm tons of newmedia contacts hungry for good sto-ries.

The award-winning, multi-lin-gual firm serves clients worldwidefrom its global headquarters in theTransMedia Building. Establishedin 1981, the firm comprises manyformer top news people who arenow publicists at one of the mostproductive international, full-serv-ice PR firms in the country.Madden is the author of SPINMAN and other books.

The firm’s president, GlenCalder, was producer on GeraldoRivera Show, American Journal andInside Edition and Senior VP KimMorgan ran publicity departmentsat top publishers and is renown forher mediagenic grand openings,including for restaurant chainMcCormick and Schmick’s.

TransMedia offers an array ofcomplementary services includingtraditional broadcast/print publicitycombined with social media mar-keting, crisis management, mediatraining, product introductions,events, exemplary health, fitnessand financial PR. TransMedia’spublicity made many RexallSundown nutritional products the#1 sellers in years they were intro-duced and company founder CarlDeSantis still turns to TransMediato publicize his latest ventures,including calorie-burning beverageCelsius, whose stock priceTransMedia’s publicity helped raisefrom 3 cents to over $5.

TREVELINO/KELLER

949 W. Marietta St., Suite X-106Atlanta, GA 30318404/214-0722Fax: 404/[email protected]@trevelinokeller.comwww.trevelinokeller.comwww.wheelhousetk.com www.pr-speak.comwww.prstarbase.com

Dean Trevelino, Genna Keller,Principals

Trevelino/Keller is an Atlanta-

based national boutique public rela-tions firm with a presence inWashington, DC and SouthCarolina, focused on public rela-tions, social marketing and brandcommunications. It’s a foundingmember of the Atlas Alliance, aconsortium of like-minded boutiquefirms bringing cultural, geographicand specialized services to its clientbase, domestically and internation-ally. Trevelino/Keller founded theStart-Up Council in 2006 as a part-nership of professional servicefirms serving early stage technolo-gy, internet and consumer compa-nies. In 2007, it launched SocialStatus, its proprietary platform formanaging social media programs.In 2010, Trevelino/Keller intro-duced Wheelhouse, a social market-ing agency powered byTrevelino/Keller, focused on thenext generation of social media —mobile apps, web-tainment, SEO,online communities, web applica-tions, design and interactive. Thefirm’s areas of expertise includeTechnology, B2Business,GreenWorks, Lifestyle, Franchisingand Food/Beverage.

TRYLON SMR

274 Madison AvenueNew York 10016212/[email protected]

Trylon SMR has exclusivelyserved clients in the technology,media and telecom industries since1990. As one of the earliest PRagencies to represent online indus-try clients and also leverage onlinemedia for PR campaigns, TrylonSMR has been a digital media rela-tions pioneer. As specialists posi-tioned at the nexus of mainstreampublic relations and new technolo-gy, Trylon SMR delivers tangibleresults quickly, charges reasonablefees, works without long term con-tracts and is well-versed in allforms of new, mainstream, digital,social and emerging media.

VPE PUBLIC

RELATIONS

1605 Hope St., Suite 250South Pasadena, CA 91030626/403-3200www.vpepr.com

At VPE, we do more thanwork in the Hispanic market …we live it. Our reputation ofintegrity and service is built on

20 years-plus of serving the bestinterests of our clients and ourcommunity. We translate ourknowledge of the Latino cultureinto impactful initiatives fromNew York to Los Angeles and allpoints between, VPE has helpedclients in the corporate, non-profit and governmental sectorsconnect with Hispanic con-sumers in meaningful ways. Asa member of the Public RelationsGlobal Network, our reachextends internationally. Ourskilled team of bilin-gual/bicultural professionalsdevelops creative strategies thatdeliver goal-oriented results bytranslating our passion for theculture into meaningful commu-nication strategies. Our clientroster includes long-term assign-ments and award-winning cam-paigns for McDonald’s,Disneyland, First 5 LA, SouthernCalifornia Edison, the CaliforniaWellness Foundation and more.

WIDMEYER

COMMUNICATIONS

1129 20th Street, NW, Suite 200Washington, DC 20036202/667-0901Fax: 202/667-0902www.widmeyer.com

Scott Widmeyer, Chairman & CEO

Widmeyer Communications isa fiercely independent full serv-ice communications firm withoffices in Washington, D.C. andNew York. Widmeyer providesresearch-based strategy and plan-ning, public relations, advertis-ing, creative and digital expertiseto clients with needs in publicaffairs, health, education, artsand culture, environment, trans-portation and more.

For more than 20 years, thefirm has developed strategiccommunications programs, craft-ed effective messages, forgedlasting relationships, secured topmedia placements, definedbrands, advanced issues andideas and helped individuals andorganizations quietly move agen-das or boldly take the stage.Widmeyer’s PreK-12 Education,Health & Wellness, HigherEducation and Public Affairspractice areas work seamlesslywith the Research & Polling andDigital & Creative teams to turninsight and information intostrategies that cultivate conversa-tion, rally constituencies anddefine our clients’ positions.



ZENO GROUP

A Daniel J. Edelman Company200 Park Ave. SouthNew York, NY 10003212/299-8888Fax: 212/462-1026www.zenogroup.com

Barby K. Siegel, CEO

Zeno Group is the marketingcommunications agency commit-ted to helping clients make themost of the new realities of audi-ence engagement and the evolvingrole of PR. We operate as one firmwith offices in New York,Washington, D.C., Chicago andLos Angeles. We are initiatingoperations in Toronto, Canada.

Our thinking is big, bold andunencumbered by traditional PRboundaries. We specialize in mar-keting consumer, healthcare andtechnology brands. We haveworked with some of the world’sleading brands, companies, non-governmental and non-profitorganizations, helping to navigatethe new ways stakeholders engagewith companies and brands.

The firm’s most senior teammembers work on business (notspreadsheets) because that’s whatwe love to do and that’s what’sright for our clients. Across ourfour offices, we operate as one,easily enabling the right talent forthe job regardless of geography.

Insights to ideation. Zeno’s ded-icated planning capability ensuresour recommendations areanchored by relevant insights anda research-driven strategy. Fromthere, we work to find the ‘right’big ideas that will drive clientsbusiness forward in new and inter-esting ways.

The Real Moms of Zeno. Tohelp our clients engage with thishighly influential target audience,we listen to our proprietary group

of 50 moms (headed to 100) tounderstand what REAL-ly mattersto them and how brands can bestfit into their lives.

Branded Entertainment. Zeno’sunique, branded entertainmentcapability creates original brandedcontent on behalf of brands andintegrates brand messages into rel-evant properties, online andoffline. For Clorox CleaningProducts, for example, our workincludes the development of afirst-of-its-kind original web seriesin partnership with Disney to ener-gize parents to pursue home activ-ities with kids.

ZEPPOS &

ASSOCIATES, INC.

400 E. Mason St., Suite 200Milwaukee, WI 53202-3703414/276-6237www.zeppos.com

Evan N. Zeppos, PresidentKris Naidl, Executive VP

Zeppos & Associates, Inc. is afull-service public relations andgovernment affairs firm providingstrategic counsel and practicalresults. The 12-person, Milwaukee-based firm serves clients through-out Wisconsin as well as in theMidwest and nationwide. Its pro-fessional team includes formerjournalists and experienced publicrelations practitioners who special-ize in strategic communications,publicity, crisis communications,government affairs, social media,issues management, special eventplanning and media relations.Clients include MillerCoors, theWisconsin State CranberryGrowers Association, Quarles &Brady, Cousins Subs, the BradleyCenter Sports & EntertainmentCorp., Veolia and other local,national and international organiza-tions.



odwyerpr.com is unrivaled for its hard-hitting coverage of all areas of marketing,communications, PR and media news.With PR and media in a state of upheaval,it’s more important than ever to keep ontop of the buzz in the industry.

The Zeppos & Associates team.

PR planning is a bona fide social sci-ence that distinguishes strategic PRfrom the seat-of-the-pants practice of

which many in the field are often guilty.Too often, alas, “PR planning” consists

of a supervisorexhorting his troopsto “Get some bodies,cameras, lights to thepress conference —now!”

Not a particularlythoughtful strategicprocess.More preferable —

especially if you con-sider the practice ofPR, as my friend Prof.John Doorley does, abone fide social sci-ence — is to approachevery assignmentwith a predetermined

planning grid that considers the following10 steps.

First, Background and Research.What is the PR and business situation weare addressing? Where does the companystand in the industry? What is the status ofthe industry? What is the problem we aretrying to prevent or mitigate … or theadvantage we are trying to maximize?

Finally, what does the research show?The research is critical to help us navigateto the goal we wish to reach.

Second, Goal / Objectives. This is thegeneralized statement of what you want toaccomplish. Communication goals andobjectives are often distinct from the orga-nizational or business objectives but theymust always support the organizational orbusiness goals.

Third, Strategies. A strategy is a gener-alized statement of the kinds of actions youwill employ to achieve the objective. Astrategy comprises all the tactics, and eachtactic should fall into place in support ofyour strategies.

Fourth, Tactics. A tactic is a specificaction you will take or tool you will use,such as a news release, a blog, a podcast, aninterview, a note to employees from theCEO, a speech, a video news release, atweet and so on. As noted, many publicrelations managers like to jump straight totactics.

But as Prof. Doorley cautions, “If youdon’t know where you’re going, any road

will take you there.” And you may well endup in the wrong place.

Fifth, Audiences / Stakeholder Groups.PR people must break down audiences intodemographic or psychographic subgroups.This is particularly true in a day of splin-tered media and Internet sub-publics.

There is no such thing as “the Congress”or “the press,” or “the employees” or the“general public.” The more “granularly” —to quote a popular business term — wedefine our audiences, the more likely we areto persuade them.

Sixth, Messages. What messages willhelp us reach our audiences and accomplishthe objectives? The best messages arethose distinctly designed for a particularwell-delineated public. What employeescare most about in a particular PR situation— job security, for instance — might bedifferent from what shareholders care mostabout — usually earnings.

PR messaging is where the “rubbermeets the road.” While most general busi-ness managers can devise strategies andobjectives, few possess the communica-tions capability to create persuasive mes-sages. That’s the province of the profession-al communicator, i.e. the PR professional.

So conceiving winning messages is a mostcritical stage of the planning process.

Seventh, Assignments /Responsibilities. Assigning specific tasksto individuals not only specifies accounta-bility for each phase of the project, but alsogives everyone a feeling of responsibilityfor the project’s success.

Eighth, Timeline. How long will it taketo implement the strategy, carry out the var-ious tactics and accomplish the objectives?(Planning language is important: oneaccomplishes an objective; one does notaccomplish but rather, “employs” a strate-gy.) PR deadlines are necessary in everyassignment. So, too, therefore, is setting atimeline.

Ninth, Budget. In other words,”Whatwill it cost?”

Tenth, Evaluation. After all is said anddone, “Did we achieve the objectives —both of the communication plan and of thebusiness?” Evaluative research is neces-sary to help measure what we haveachieved and, if appropriate, make mid-course corrections.

Public relations planning isn’t sexy, nor isit a guarantee that you won’t be yelling forthe “bodies and the cameras” when thedreaded day comes for the press confer-ence. But it does help distinguish sound andstrategic PR implementation.

Fraser P. Seitel hasbeen a communicationsconsultant, author andteacher for 30 years. Heis the author of thePrentice-Hall text, ThePractice of PublicRelations.

PR planning = social scienceBy Fraser Seitel

Professional Development



This is the final in a series aboutexpense reduction for PR firms.Part 1 reviewed how an expense

reduction program is implemented. Part llfocused more on the analytical aspects of

expense reduction.Part lll providessome specific sug-gestions on how toreduce specificexpenses.

Using a checklist The process of how

we assist our clientsto reduce specificexpenses is based onusing a diagnosticchecklist. We meetwith a client and askvery specific ques-tions. The responses

to the question (yes, no, or not applica-ble), are then referenced to specific rec-ommendations, or tips, based on theresponses. For example, we may ask thefollowing question: Has the companyevaluated internal reports to determine ifall are necessary? Assuming the responseis “no,” the recommendation is to reeval-uate all internal reports. This seems sim-ple enough. However, how do you goabout doing it? My recommendation:reevaluate each report generated by yourorganization and determine if it is essen-tial. For those reports deemed necessary,determine if they are being distributed topeople that do not have a business needfor the report. Many reports can be doneaway with and the number of copies ofthose reports that are needed can be sig-nificantly reduced. Even if reports are notpaper generated, there is still a labor andmoney factor.

Legal feesLet’s take a look at legal costs, which

can be significant. When it comes toreducing legal costs, it is important tofirst analyze if there is cost cutting poten-tial. The simplest way to reduce legal feesis to eliminate or minimize the activitiesthat require legal services. This is doneby understanding how to avoid lawsuits,using attorneys more wisely, and takingother legal reduction actions. It is alsopossible to negotiate legal fees whenselecting an attorney. The key is how togo about the process.

Before attempting to reduce legal fees,or any expense, you must first know

where the money is being spent and howmuch you are spending for each productor service.

Accordingly, two worksheets need tobe prepared. The first is a legal summaryworksheet. [I am happy to forward a copyof the worksheet I use for this purpose.]The worksheet is simply a summary oftotal monthly legal fees posted to the gen-eral ledger account each month. It alsoincludes the description and source refer-ences shown in the general ledger. Theworksheet will allow you to focus onlyon those months that have significantlegal charges. The second worksheet is alegal costs detail worksheet. This work-sheet provides a detailed breakdown ofbills for each significant legal project. Itanalyzes legal expenses by breaking themdown into major components for eachproject.

So how do you go about negotiatinglegal fees? Negotiating legal fees isclosely linked to selecting an appropriateattorney. The attorney that initially seemsto be the best choice may not always bethe best attorney for your dollar. The costof the attorney’s legal service must clear-ly be factored into the analysis from acost/benefit standpoint.

In today’s economy and competitivelegal marketplace, attorneys, in my view,are aggressively pricing their services.Competition has forced many attorneys,particularly those in smaller firms, tobecome increasingly open to creative feearrangements. When I work with clientsin this area, we focus on the following:selecting the best fee arrangement; nego-tiating hourly fee arrangements; negotiat-ing other fee arrangements; and handlingaspects of fee negotiations. For example,just in the area of negotiating hourly feearrangements, we review twelve areas.Some questions are as follows: Arelocked-in hourly rates obtained for allattorneys who will be working on a legalproject? Is the scope of the legal work setbefore starting the engagement? Has thefirm considered requesting a lowerhourly rate in exchange for an incentivefee? Are detailed bills received on at leasta monthly basis? Is a cap or maximumfee set for each project?

Assuming that the client response is noto all, we then make recommendations.Again, the recommendations may seemobvious. You may tell me that from nowon we will ask for caps. Here is myresponse to this question. Ask the attor-ney to set a reasonable cap or maximumfor each project. However, some attor-

neys will use the cap to justify expandingthe work to reach that amount. To offsetthis risk, after the attorney sets a maxi-mum, also ask for minimum and mostlikely estimates. In any event, make surethe attorney sets a trigger-point amount,which requires the attorney to contactyou when it is reached. For major proj-ects, trigger points should be set for eachcomponent. You can see that our responseis more comprehensive than just askingfor a cap.

Not to single out attorneys, you canapply the sample principles to all yourprofessional service providers includingyour CPA.

Reducing mail costs Mail handling and postage can be a sig-

nificant cost for PR firms. The cost ofsending a letter by the US postal serviceor other service companies has increasedover time. Before making any changesfor mail and express delivery, one mustthoroughly understand the company’spresent procedures and policies. It is like-ly that making changes will affect otherareas of the company and possibly causeconfusion or increase costs. Again, youneed to use a diagnostic approach thatanalyzes current costs with worksheets.Examples of savings can be as simple asusing next-day afternoon delivery insteadof morning or using ground service fornext day local deliveries.

I hope the three columns get you think-ing on how to reduce costs. Some of theareas you may want to focus on otherthan those discussed above are travel,telephone, insurance, supplies, leasing,worker’s compensation, and medicalcosts in a post Obama world.

Good luck!

Financial Management

Richard Goldsteinis a partner atBuchbinder Tunick &Company LLP, NewYork, Certified PublicAccountants.

Expense reduction for PR firms (part III)By Richard Goldstein

OPINION

The College Savings Plans Network, thenetwork that administers 529 college tuitionsavings plans, has deposited its national PRaccount at Columbus, Ohio-based FahlgrenMortine PR after an RFP process.

The contract, through mid-2011, carries twoyear-long options. FM acquired in-state rivalEdward Howard & Company earlier this year.

The Network is composed of state adminis-trators and affiliated with the NationalAssociation of State Treasurers. It works withprivate sector partners to run and promote thesavings plans, which were created in 1996and are named after the chapter of theInternal Revenue Service code.

PR Services Briefs

FM deposits PR savings plan


Every time I hear the news about a coalmine disaster it brings back many oldmemories.

I was born and raised in West Virginia,with ancestors whose backgrounds were in

glass making and rail-roading, not coal.Sadly, the PR and lob-

bying companies thatwork for mining com-panies have kept theregulatory, oversightand enforcement agen-cies weak and safetystandards below expec-tations. They havedone a great job ofspinning the facts.The most recent explo-

sion that killed 29 miners at MasseyEnergy’s Upper Big Branch Mine inMontcoal, W.V., is one example. The minewas cited for two safety violations just oneday before the disaster and a total of 57times in March, mainly for poor ventilationof dust and methane.

The U.S. Mine Safety and HealthAdministration has cited this mine 1,342times in the previous five years and pro-posed fines of $1.89 million. Massey hascontested 422 of those violations and muchof the enforcement is stalled somewhere inthe regulatory and judicial process.

Don Blankenship, Massey Energy’sCEO, has called members of Congress“greeniacs” and said that House SpeakerNancy Pelosi (D-Calif.) and SenateMajority Leader Harry M. Reid (D-Nev.)“don’t know what they’re talking about.”

The leadership and most members ofCongress continue to ignore the facts, hearonly the spin, and do nothing to speedenforcement and pass tougher safety stan-dards.

One of my first experiences dealing witha coal mine disaster was November 1954,when I was Sports Information Director atWest Virginia University.

Our football team had just defeatedWilliam & Mary 20-6 and our flight wasready to leave Newport News, Virginia.

The editor of a leading newspaper whowas traveling with us had just received newsthat there was an explosion in Jamison MineNo. 9. This affected several members of theteam but none more than Sam Huff. Had theexplosion happened one hour earlier, hewould have been the only surviving male in

his family.Huff, who grew up in the Jamison Mine

No. 9 Coal Camp in a rowhouse with norunning water, was the first in his family toever graduate from college. His footballskills earned him an athletic scholarship,otherwise he would have become a coalminer. He is in both the College and NFLPro Football Halls of Fame. He also was thefirst NFL player to be featured on the coverof Time.

An explosion on November 20, 1968,took the lives of 78 miners. Huff lost fiverelatives. The bodies of 19 miners who per-ished were never recovered and the minewas permanently sealed. Black lung causedthe death of Huff’s youngest brother whenhe was only 60 years old.

For five years, when I headed communi-cations and government relations for themid-Atlantic states region of the U.S. EPA,we faced the challenge of communicatingthe destruction of the environment causedby mountaintop mining.

This is a type of strip mining where entiremountaintops are cut away by explosivesand giant machines bury hundreds of milesof what once were pure mountain streams,causing permanent loss of ecosystems.

In 2008, the Bush Administration rolled

back and redefined regulations making itmore profitable for coal operators. These arebeing contested by advocacy groups.

One story I heard years ago, but cannotconfirm, is how one company hired a NewYork PR firm to help with its image andlabor problems. The United Mine Workerswere campaigning to organize the workersin one particular West Virginia mine.

When the miners demonstrated, the com-pany brought in hired thugs from Detroitand Chicago to physically beat them. Tocounter the negative image it was receiving,the coal company worked with its PR firmto take another course of action — to dyna-mite a railroad bridge leading to the mineand blame it on the local miners.

The PR firm brought in an explosivedemolition team as well as a photographerto provide photos to the media. The bridgewas destroyed but the PR man was arrestedby the local sheriff as he was leaving thesite.

The story makes for good fiction, just likeso much of the rhetoric against increasingmine safety and enforcement.

Based on its response, I’m beginning tobelieve Congress believes fiction more thanfact, just like “smoking is good for you” and“the check is in the mail.”

Coal mine PR spinning U.S. public, CongressBy Rene A. Henry

Guest Column

Rene A. Henry is theauthor of seven books.He lives in Seattle.


Linda Schoumacher Rozett, former Senior VP ofCommunications for the U.S. Chamber of Commerce, hasjoined the American Petroleum Institute as VP of

Communications. She replaces Jim Craig, who held the post until December

2009 and left amid a pruning and reorganization of API staffunder CEO Jack Gerard, who joined in late 2008.

Rozett had recently been running her own consultancy,FirstWord Strategies, and served as Communications Directorfor the Friends of Fred Thompson, the former Senator’sexploratory presidential committee. Her energy experienceincludes stints at Edison Electric Institute (Media RelationsManager) and the Natural Gas Supply Association (PRDirector).

She started out in TV news at ABC in D.C.Gerard took the reins at the API in 2008 after heading the

American Chemistry Council and National Mining Association.In a statement, he said Rozett’s appointment is part of his planto create a “nimble and dynamic organization that would advo-cate our industry’s interests aggressively.”

Breaux Lott Leadership Group is repping bailed-outCitigroup on corporate tax issues and financial servicesregulatory reform.

Former Democratic Louisiana Senator John Breaux and ex-Senate Majority Leader Trent Lott, a Republican, are spearhead-ing the thrust. They are assisted by ex-Breaux staffers JohnFlynn and Callie Fuselier, and former Lott aides MannyRossman and Bret Boyles.

Citi CEO Vik Pandit, who has outlined a plan to break up thefinancial supermarket put together by a predecessor chief SandyWeill, announced strong first-quarter earnings for the bankinggiant.

The U.S. expects to chalk up an $8B profit on the sale of itsCiti shares.

Breaux & Lott speak for Citi

Big oil gets new PR head

WASHINGTON REPORT

Washington’s Glover Park Group is the latest PA firmto jump on the Toyota bandwagon.

The well-connected Democratic firm has registered as lobby-ist for Toyota Motor North America for automotive industries.

Joel Johnson, former President Clinton’s Special Assistant forPolicy and Communications, is leading the charge. He also wasa top aide to former Democratic Majority Leader Tom Daschle.Gregg Rothschild, ex-Legislative Director for Sen. John Kerryassists Johnson.

Toyota, on April 2, convened its first meeting of qualityexperts committee to help redeem its reputation that was bat-tered by its massive recall.

Despite the reputation hit, the Japanese automaker reported a41 percent rise in March in the U.S. That rise was aided byincentives, which jumped 44 percent to a record $2,256 per-vehicle.

Glover Park hops on team Toyota

The U.S. Advisory Commission on Public Diplomacy, com-posed of presidential appointees, met on April 23 at USC’sjournalism school in Los Angeles. The Commission has a

vacant slot and includes six holdovers from previous administra-tions.

The bi-partisan group, which advises Undersecretary JudithMcHale, discussed public diplomacy issues including measure-ment of U.S. government image efforts at the upcoming meeting,which is open to the public.

Carl Chan, a former Foreign Service officer specializing incommunications and an ex-journalist, is executive director of thecommission.

Chan told O’Dwyer’s that the seven-member commission cur-rently has six slots occupied, all appointed by previous presidentsand confirmed by the Senate. President Barack Obama has not yetmade any re-nominations or proposed any new candidates.

The terms of five commissioners have expired and another —former Citigroup advisor Lyndon Olson Jr. — ends on July 2011.

The members include:William Hybl — chairman; appointed by President George H.W.

Bush, he is a former U.S. Olympic Committee President, Counselorto President Ronald Reagan, U.N. Representative for the U.S., andChairman of the board of the International Foundation for ElectoralSystems, among other posts.

Lyndon Olson Jr. — appointed by President Bill Clinton, he isformer U.S. Ambassador to Sweden and a U.S. Congressman, aswell as a veteran insurance sector executive who headedCitigroup’s Travelers unit.

John Osborn — appointed by President George W. Bush, he is aformer General Counsel for biopharma company Cephalon, StateDept. legal advisor and Congressional aide.

Penne Korth Peacock — appointed by President Bill Clinton, shewas Ambassador to Mauritus during the first Bush administration.

Jay Snyder — appointed by President George W. Bush, he is aprivate equity executive and former drug industry exec, as well as

No Obama moves on PublicDiplomacy Commission

former U.S. Rep to the United Nations who was also a public dele-gate appointed by President Clinton.

Lezlee Westine — appointed by President George W. Bush, shewas a White House Counselor to the President and is currentlyPresident and CEO of TechNet, a bipartisan political network oftech CEOs.


Manhattan Beach, CA-based Myriad Marketing hasbeen hired to represent the Kenya Tourist Board(KTB) in the United States.

Billed as a “destination marketing company,” Myriad spe-cializes in providing strategic direction and tactical solutionsfor travel and tourism clients. Myriad will manage all market-ing and public relations activities on behalf of the KTB. TheKenya account was previously managed by CarlsonDestination Marketing Services (CDMS). Myriad Marketingacquired CDMS last year.

The United States is now the second largest market forKenya, and is currently experiencing renewed interest in thedestination. The country brought more American tourists in2009 than ever recorded, hosting more than 100,000 arrivals, anincrease of more than 25% from 2008.

Akin Gump Strauss Hauer & Feld, LLP, Washington, D.C., registered March 31, 2010 for Office of Commercial Affairs of the Royal Thai Embassy, Washington,D.C., regarding providing advice on legislative proposals to reform the Generalized System of Preferences and outreach to U.S. Government officials.

Sidley Austin LLP, Washington, D.C., registered March 18, 2010 for Government of the Cayman Islands, Grand Cayman, Cayman Islands, regarding ana-lyzing and reporting on U.S. legislation and Executive Branch activity that could affect the Cayman Islands, assisting the Cayman Islands government in devel-oping and articulating its position on various matters, and meeting with U.S. Government officials and representatives of the private sector, to represent theinterests of the principal.

Thomas Capitol Partners, Inc., Washington, D.C., registered March 25, 2010 for Korea International Trade Association, Washington, D.C., regarding organ-izing and participating in meetings, telephone calls, letter writing, e-mail and other communications to present the foreign principal’s interests to federal offi-cials in the Executive and Legislative branches.

NEW FOREIGN AGENTS REGISTRATION ACT FILINGS

FARA News

Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit,Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and commu-nications work on behalf of foreign principals, including governments, political parties, organizations, and individuals.

NEW LOBBYING DISCLOSURE ACT FILINGSBelow is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of theHouse of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995.For a complete list of filings, visit http://sopr.senate.gov.

Ashcroft Group, Washington, D.C., registered April 20, 2010 for National Maritime Services, Ft. Lauderdale, Fla., regarding government contracts.

Cornerstone Government Affairs, LLC, Washington, D.C., registered April 19, 2010 for American Forest and Paper Association, Washington, D.C., regard-ing federal forest policy and funding and funding and administration of federal bioenergy programs.

Patton Boggs, LLP, Washington, D.C., registered April 20, 2010 for Bloomberg, L.P., New York, N.Y., regarding issues related to competition in the distri-bution of video programming and market developments impacting independent news services, as well as broadband policy.

Venable LLP, Washington, D.C., registered April 19, 2010 for National Children’s Museum, Washington, D.C., regarding seeking federal support for theNational Children’s Museum from the FY 2011 Labor, HHS and Education Appropriations Bill.

Kenya selects Myriad

Gray Loeffler has a $300K pact with the MoroccanAmerican Center for Policy to push for positive rela-tions between the U.S. and the north Africa country.

The firm of former Congressmen William Gray (D-Pa.) andTom Loeffler (R-Tex.) is to work closely with non-profitMACP and D.C. embassy staff to advance Morocco’s interestwith “U.S. foreign policy decision-makers and opinion lead-ers.”

One major focus: an educational push to inform Congressand the White House about “Morocco’s commitment to secur-ing a permanent resolution of the Western Sahara issue.”

Morocco annexed Western Sahara after Spain pulled out in1975. Human rights organizations have charged Morocco witha litany of abuse in what is called “Africa’s last colony.”Morocco opposed a stepped up United Nations role to monitorthe human rights status in Western Sahara.

Airpower Consulting, which is headed by former F-16fighter pilot Dan Swayne, has an agreement with theRepublic of Yemen Air Force to contact Defense, and

State Department officials to approve aid to enhance its ability toattack al-Qaeda forces.

Strife-torn Yemen is where so-called Christmas bomber, UmarFarouk Abdulmatallab, received training for his attempt to blowup a Continental Airlines bound for Detroit.

Swayne, a combat veteran of the Gulf War and Operation IraqiFreedom, served as military analyst for the U.S. Air ForcesCentral Command. As Country Desk Officer, he worked inYemen, Oman and the United Arab Emirates to forge ties withtheir air forces.

A broader proposal concerning economic development and

tourism has been ironed out, but not yet approved by theGovernment of the Republic of Yemen.

The attempted act of terror hascaptured the attention of the U.S.government, business andAmerican people, according toSwayne’s proposal.

Swayne’s plan calls forapproaching the U.S. hotel, resortand food service sectors to “advocate for the rich opportunitiesavailable in Yemen.”

He also plans to “make contact with prominent Washington,D.C., firms who specialize in government affairs and public rela-tions lobby” and “coordinate with the Republic of Yemen govern-ment on which firm(s) and appropriate timing to employ theseservices.”

Airpower Consulting makes case for YemenInternational PR News

G-L logs Morocco work


North American Precis Syndicate, Inc.,Empire State Bldg., 350 Fifth Ave., 65th flr.,New York, NY 10118-0110. 212/867-9000.Dorothy York, Pres. [email protected].

NAPS sends Nielsen encodedVideo Feature Releases (VFRs) invarious tape formats according toeditors’ specifications. We cover1,000+ TV stations. Each VFR getsplaced on 100 to 150 U.S. TV sta-tions and includes impressive colorusage reports.

GUARANTEE: Complete satisfac-tion with the results of each releaseor another one free.

VIDEO

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Impact Communications, 8-C PutnamGreen, Greenwich, CT 06830-6037.203/532-0799. [email protected]. JonRosen, President.

BE PREPARED! Impact Commun-ications trains your spokespeople tosuccessfully communicate critical mes-sages to your targeted audiences duringprint, television and radio news inter-views. Your customized workshops areissue-driven and role-play based. Video-taping/critiquing. Groups/privately. Face-to-face/telephone interviews/news confer-ences. Private label seminars for publicrelations agencies. Make your nextnews interview your best by callingJon Rosen, Impact Communications,(203) 532-0799. Over 25 years of newsmedia/training expertise.

Broadcast Direct Communications, Inc.,130 Shore Road, Suite 185, Port Washington, NY 11050. 516/[email protected]. Irene Minett,Patricia Ruth Kresner.

Broadcast Direct Communications,Inc. specializes in media relations for:

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professionals, we offer media strategy,creative writing and pitching, strongmedia relationships and over 30years of experience in broadcast public relations.

LOG-ON Computer & Mailing Services,Inc. 520 8th Ave., New York, NY 10018.212/279-4567; fax: 212/279-4591. www. logon.org

MDS, the leading service provider tothe PR community, is now part of the Log-On family

With over 95,000 sq ft of space Log-Onis the city’s largest and most technologi-cally advanced PR/Marketing direct mail,digital printer, packaging & distributionservice. We assist agencies, corpora-tions, non-profits, large and small. Wemail, fax and e-mail news releases andpitch letters. We use your lists or oursmedia database. We assemble presskits, print marketing material and fulfillproduct requests. We reproduce CDs.And we maintain private lists. There’svery little we can’t do for you.

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PR Buyer’s Guide To be featured in the monthly Buyer’s Guide,Contact John O’Dwyer, [email protected]

Synaptic Digital (formerly Medialink &The NewsMarket), a division of TheNewsMarket, 708 Third Ave., New York,NY 10017; 800/843-0677. www.synapticdigital.com; [email protected].

Synaptic Digital delivers a diverserange of digital media solutions forcorporations, organizations andagencies globally, which help over-come challenges, build brands, andboost business development.

Our goal is to deliver on your busi-ness and communication objectives.We are big thinkers with creative,strategic and technical know-how. Ourinteractive/multimedia services include:

•Web Video•Global Distribution to Media via thenewsmarket.com

•Interactive News Releases•Live Webcasts (Video & Audio)•MediaCenter (Branded Digital Newsrooms)

•Branded Video Players•Internet Media Tour

INTERACTIVE/MULTIMEDIA

WEBSITE DEVELOPMENTAt Point, Inc., P.O. Box 361, Roseland, NJ07068. 973/324-0866 [email protected];www.atpoint.com. Mick Gyure.

At Point services businesses, bothsmall and large, that do not have theexperience or resources in-house toperform these functions.

MEDIA MONITORING

Dow Jones & Co., 1211 Avenue of theAmericas, New York, NY 10036.800/369-0166. www.dowjones.com;diane.thieke @dowjones.com. DianeThieke, Marketing Director.

BigVoice Unlimited, 20 West 23rd St., 3rd flr.,New York, NY 10010. 212/675-5740; fax212/206-8168. www.BigVoiceUnlimited.com;[email protected]. Victoria Lang.

Born to champion brands withsmall voices. What kind of brandshave small voices? Brands in lowinterest categories; brands withsmaller marketing budgets than theircompetitors; brands who are not topof mind in their category. BigVoice =dynamic social media, marketing andadvertising made especially forbrands with small voices. We helpsmall voiced brands get noticed, con-sidered and talked about.

SOCIAL MEDIA


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DIRECTOR OF PUBLIC RELATIONS

Primary Characteristics: Responsible to the Chief Marketing Officer for directing the strategy,development and execution or public relations programs that raise theawareness of EverBank and supports corporate and business unit com-munication objectives.

Essential Functions: • Partner with, direct and manage EverBank’s external media relationsagency to: • Design and implement proactive public relations plans and campaignsto drive awareness of the EverBank name • Identify targeted strategies to reach media reporters and influencers • Position spokespeople as experts in banking, mortgage, investing andleasing • Handle all media pitching, including online, print and TV • Manage press strategy around events • Develop compelling media releases, pitch pieces, company/executivebackground materials, fact sheets and award submissions • Write quarterly financial reports, develop and manage executive webi-nars and media tours. • Collaborates with marketing team leads to ensure alignment of publicrelations and marketing campaign strategies • Monitor EverBank media activity (traditional, social & internet) andcommunicate progress against public relations goals • Manage editorial calendar opportunities • Oversee media training and development for EverBank spokespeople• Act as the first internal contact for corporate media inquiries • Develop and manage appropriate crisis communication plans • Manage corporate Twitter and Facebook pages and provide consultationon the implementation and evolution of other corporate social media assets

Qualifications (Knowledge, Skill and Abilities Requirements):• Advanced knowledge of public relations management and communica-tions practices • Proven ability to positively react to media inquiries quickly with tact andprofessionalism • Excellent written and verbal communication skills; strong editing skills • Must be able to create and maintain positive relationships with internaland external constituents • Strategic thinker capable of coming up with original communication ideasand executing • Ability to proactively identify communications opportunities and developsupporting programs • Strong attention to detail and organization and ability to handle multipletasks to consistently meet deadlines • Excellent problem solving, decision making and follow-through • Ability to build relationships and work effectively at all levels of the organ-ization and to interact confidently with senior management • Ability to integrate PR programs to support business goals and programs • Ability to succeed in a fast paced, entrepreneurial environment

Training and Experience:• Bachelors degree in Public Relations, Journalism or Communications orrelated field or equivalent experience required, advanced degree preferred • Minimum of 8 years experience in agency or corporate media relations • Experience with managing investor relations activities a plus • PR experience within the financial services industry strongly preferred • Experience working with online social media platforms (e.g. Twitter,Facebook, blogs, etc.)

Job Title: Director of Public RelationsJob Code: ADMIN-763Company: EverBankLocation: Jacksonville, FLGrade Level: 18EPlease apply online: http://everbank.hodesiq.com/job_detail.asp?JobID=1885056&user_id=

EverBank is an equal opportunity employer. No employee or applicantfor employment will be discriminated against because of race, color, reli-gion, national origin, physical or mental disability, age, gender, sexualorientation, genetic information, veteran’s status, or status as a disabledveteran or veteran of the Vietnam era.

THE GREAT PR RECESSION IS OVER! PG. 28

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