Communications & New Media Aug. 2017 II Vol. 31 No. 8

AUGUST 2017 | www.odwyerpr.com THE FINANCE ISSUE

Vol. 31. No. 8 August 2017

EDITORIAL FORGET PAY-TO-PLAY, Impeachment is a pipe dream. NOW IT’S CLICK-TO PLAY How mobile media has changed 6 20 the nature of news and PR. MARKETERS VALUE, MISUNDERSTAND AI Q2 RESULTS MIXED BAG Retail marketers embrace AI, but 8 FOR AD/PR CONGLOMS most lack the skills to deploy it. 22 Cautious clients and an uncertain DEMS MORE LIKELY TO future result in uneven earnings. TRUST NEWS SOURCES PEOPLE IN PR 10 Republicans are less satsified 8 with media, but will still pay for it. 24 BILLING RATE FLAT AT PROFILES OF FINANCIAL MANY PR FIRMS Average hourly rates down for PR & I.R. FIRMS most PR pros, a new report finds. 9 26 RANKINGS OF FINANCIAL TRUST IN POLITICAL PR & I.R. FIRMS PARTIES TANKS Political parties have become the 33 least trusted U.S. institutions. 9 34www.odwyerpr.com HOW COMMS CAN HANDLE Daily, up-to-the-minute PR news EVOLVING ESG FROM CYBERSECURITY BREACHES BURDEN TO BENEFIT A communications plan to help firms A changing role for Environmental, 34 protect their data and reputations. Social and Governance. 10 A BETTER SENSE OF A SILVER LINING TO A STORYTELLING SHRINKING MEDIA WORLD Financial companies take a more Seeing opportunities despite the 35 decline in traditional media. proactive role in PR and marketing. 12 CORPORATE COMMS AS PROFILES OF PROFESSIONAL RISK MANAGEMENT SERVICES FIRMS M&A and divestiture create new communications scenarios. 14 36 RANKINGS OF PROFESSIONAL FINANCIAL SERVICES SERVICES FIRMS COMMS POST-CRISIS 41 EDITORIAL CALENDAR 2017 How financial PR has changed after the mortgage meltdown. 15 WASHINGTON REPORT January: Crisis Comms. / Buyer’s Guide February: Environmental & P.A. COMMUNICATIONS 44 March: Food & Beverage START WITH CONTENT April: Broadcast & Social Media A content-based approach can May: PR Firm Rankings meet the needs of financial clients. 16 columns PROFESSIONAL DEVELOPMENT June: Global & Multicultural HOW YOU CAN SURVIVE Fraser Seitel July: Travel & Tourism A CYBERATTACK 42 August: Financial/I.R. Steps every company can take FINANCIAL MANAGEMENT September: Beauty & Fashion to strengthen their security. 18 Richard Goldstein October: Healthcare & Medical 43 November: High-Tech December: Entertainment & Sports

ADVERTISERS 5W Public Relations...... 3 Joele Frank, Wilkinson Brimmer Katcher...... 11 Peppercomm ...... Back cover BackBay Communications...... 7 Kekst & Co...... 21 Stanton...... 17 Bliss...... 5 Marketing Maven...... Inside front cover Strauss Media Strategies...... 8 ICR...... 23 Omega World Travel...... 31 TV Access...... 9 Gregory FCA...... 13 Padilla...... 19

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EDITORIAL Impeachment is a pipe dream f part of your media diet consists of cable TV or the Internet, you may be inclined to believe that President Trump is already on his way out. “Trump Will Probably Be Impeached,” “How ITrump Could Get Fired,” and “Will Trump Be Impeached or Resign?” are just a few of the EDITOR-IN-CHIEF more aggressively optimistic headlines to grace news outlets in recent weeks. Jack O’Dwyer A recent USA TODAY/iMediaEthics poll revealed that 42 percent of Americans now support [email protected] Trump’s removal from office. (Democratic polling firm Public Policy Polling’s figures were much higher, with 47 percent of voters in July claiming they support Trump’s impeachment). These ASSOCIATE PUBLISHER numbers map squarely onto the fact that Trump’s job approval can be currently characterized as John O’Dwyer “underwater”: 60 percent of voters believe the Trump administration is running chaotically, ac- [email protected] cording to a July Politico/Morning Consult poll, and even right-leaning Rasmussen now scores the President’s approval rating at only 39 percent, a nadir for that polling agency. SENIOR EDITOR As it turns out, media fantasies of 45’s abdication aren’t particularly new. “Could Trump Be Jon Gingerich Impeached Shortly After He Takes Office?” was the headline of an April 2016 Politico article, [email protected] written before he was even named Republican nominee. Indeed, the constant theater of dys- function within the White House, the despotic behavior of an administration besieged by crisis SENIOR EDITOR and the amateur-hour quality of his communications team invariably conjure an image of Rome Kevin McCauley burning to the ground. That said, I still think some of us are putting the cart well before the [email protected] horse when it comes to this impeachment business. First, it deserves to be asked: impeached by whom, exactly? The special counsel appointed by ASSOCIATE EDITOR Trump’s Justice Department? Or a Republican Congress that’s getting everything it wants — Steve Barnes from tax reform initiatives to a number of regulatory rollbacks — because of Trump? People are [email protected] quick to compare Trump’s May firing of FBI Director James Comey to Nixon’s purging of the Justice Department in 1973, but what they fail to consider is that impeachment is an inherent- CONTRIBUTING EDITORS ly political process; it happens when you can count to 218 in the House and 67 in the Senate. Fraser Seitel Nixon resigned because he did the math and saw what was coming, and those numbers simply Richard Goldstein don’t apply to Trump, and they never will unless — and only unless — he does something so damning that it a poses a grievous threat to Republicans’ Congressional majority and sacrifices EDITORIAL ASSISTANTS their chances of maintaining the House in 2018. Considering the GOP is still winning special & RESEARCH elections on his coattails as of a few months ago, my bet is that impeachment isn’t on the menu. Jane Landers At least not yet. A far more likely scenario is that Trump begins hanging himself by his own Caitlin Dullahan-Bates rope, thereby isolating himself from the GOP in the process. In the end, it might not be Trump’s firing of Comey that leads special counsel Robert Mueller to the smoking gun, but the bomb- shell news that Trump had personally contrived Donald Trump Jr.’s misleading statements re- John O’Dwyer Advertising Sales Manager garding his 2016 meeting with a Kremlin-connected lawyer to discuss damaging information [email protected] on Hillary Clinton, even though Trump’s lawyers unequivocally stated the President played no role in crafting that statement. It’s a Shakespearean end to a drama if there ever was one, but what certainly isn’t helping is the O’Dwyer’s is published monthly for $60.00 reality TV façade of it all, the fact that when we watch the news anymore we feel compelled to a year ($7.00 a single issue) by the think we’re witnessing an episode of “The Apprentice, White House Edition.” It’s the inveterate J.R. O’Dwyer Co., Inc. instability of the administration that underscores the trouble in which it now finds itself, a se- 271 Madison Ave., #600 ries of high-profile departures that now include the ouster of chief of staff Reince Priebus and New York, NY 10016. resignation of press secretary Sean Spicer. The absurdity reached its apogee with the short-lived (212) 679-2471 Fax: (212) 683-2750. reign of White House communications director Anthony Scaramucci, who tried to out-Trump © Copyright 2017 J.R. O’Dwyer Co., Inc. Trump and resorted to publicly trash-talking his new colleagues, forcing Priebus off the ship in the process before, in a Swiftian twist of fate, Priebus’s replacement, John F. Kelly, fired him. Now Other Publications: Trump appears ready to vote attorney general Jeff Sessions off the island as well, presumably so he’ll be replaced with someone who’ll fire Mueller, or at least do more to protect Trump from www.odwyerpr.com the looming Russia investigations. Breaking news, commentary, useful data- For the first six months of his presidency, the White House’s order of business had been to bases and more. refine Trump’s actions into words that were palatable within the party. Now there seems to be O’Dwyer’s Newsletter an entirely new strategy: clear the cabinet of party loyalists and replace them with an incoming A four-page weekly with general PR team of hardline sycophants who are willing to let Trump be Trump. They’ve gone from doing news, media appointments and placement things by the book to burning the book. opportunities. What we’re now seeing is an inevitable, slow divorce between the White House and the Re- publican Party. If the disastrous recent attempt to repeal the Affordable Care Act was Trump’s O’Dwyer’s Directory of PR Firms reminder of the legislative albatross that awaits him, Congress’ recent Russia sanctions bill is Listings of more than 1,250 PR firms throughout the U.S. and abroad. the strongest indication yet that the Republican majority in Congress no longer trusts Trump, and they’re not willing to go down with the ship. We’re only six months in, and amid paralyzing O’Dwyer’s PR Buyer’s Guide scandals, souring relations with Russia and North Korea’s fast-track to developing a missile Products and services for the PR industry capable of reaching the West Coast, it’s now clear that Congressional Republicans are getting in 50 categories. diminishing returns with their Commander in Chief. No one is getting what they want here, jobs.odwyerpr.com and the honeymoon appears to be over.  O’Dwyer’s online job center has help — Jon Gingerich wanted ads and hosts resume postings.

6 AUGUST 2017 | WWW.ODWYERPR.COM

REPORT

Marketers value, misunderstand AI plan to implement AI marketing technol- ogies within the next year, and 78 percent Retail marketers embrace artificial intelligence technologies, but said they plan to spend at least five percent most lack the required skills to put this technology into practice. more on AI marketing technologies within that time frame compared to years past. By Jon Gingerich However, relatively few retail organiza- etail marketers are willing to embrace toward more strategic work (79 percent) or tions (11 percent) fall under the category artificial intelligence technologies, but enable them to focus on various value-gen- of AI “experts,” according to the study, stra- Ra lack of technical skill required to uti- erating tasks as AI automates workflows (82 tegically and organizationally prepared to lize that technology could be preventing its percent). leverage the technology. A majority — 63 mainstream adoption, according to a new However, the study also found that 70 per- percent — said it will take more than three study of the retail and e-commerce indus- cent of business stakeholders believe their years to fully leverage AI marketing.  tries commissioned by Vienna, Austria- marketing teams don’t necessarily under- based cloud marketing software provider stand AI marketing and currently lack the Dems more likely to Emarsys. technical skills to properly leverage this The new study, which sought to under- technology in their communications toolkit. trust news sources stand whether automated marketing is 66 percent additionally found the prospect primed for today’s retail and e-commerce of executing an artificial intelligence strate- By Jon Gingerich sectors, found that a clear majority of mar- gy to be overly complex and inflexible, and emocrats and Republicans exhib- keters and business decision-makers em- 65 percent expressed not having the product it a surprisingly similar range of brace automated technology, with 88 per- management skills required for keeping up Dnews-viewing habits, but Republicans cent claiming AI marketing is poised to with the critical innovation that’s needed in tend to be less satisfied than Democrats reinvent the retail industry and 81 percent AI marketing. with the media sources they use, including believing AI marketing will reinvent what Taken together, the study suggests that sources they pay for and use often, accord- their company does in some capacity. while artificial intelligence is seen as a high- ing to a July study released by the Media In- Most respondents expect that AI will ly-regarded marketing tool, a number of sig- sight Project, a joint research initiative be- change how marketers work as a whole (82 nificant barriers exist in making the adop- tween The Associated Press-NORC Center percent), and many believe that automated tion of this technology a reality. for Public Affairs Research and the Ameri- marketing will make their marketing teams According to the Emarsys study, anoth- can Press Institute. more efficient and effective (86 percent), er clear majority of retail and e-commerce In general, Democrats are more likely than and that its use will shift marketing’s role firms polled — three out of five — said they Republicans or independents to believe that the news sources they use for free and the sources they pay for are reliable. According to the study, Democrats are far more likely than Republicans or independents to trust information they receive from the media (30 percent, vs. 8 percent of Republicans and 12 percent of independents). Among those polled who said they pay for news, 73 percent of Democrats believe their paid sources are very or extremely reliable, versus 53 percent of Republicans, and Dem- ocrats are also far more likely than Republi- cans to believe the sources they subscribe to are a good value (45 percent vs. 30 percent). Despite myriad differences in political opinion and exhibiting varying levels of trust in the media, the study found that peo- ple on both ends of the political spectrum share the same general appetite for news and tend to consume it in similar ways. About the same percentage of Democrats and Republicans (58 percent vs. 56 percent) are likely to pay for news, both groups claim to seek news out actively rather than pas- sively (68 percent vs. 65 percent) and both demographics claim to get news multiple times a day (72 percent vs. 71 percent). Both groups are also equally likely (75 percent for each) to get news from social media, with both about equally likely to get news from cell phones (86 percent vs. 84 percent) and computers (66 percent vs. 65 percent). 

8 AUGUST 2017 | WWW.ODWYERPR.COM lion saw average account executive billing Billing rates flat at many PR firms rates of $168 last year, compared to $170 the Average hourly rates were down for PR professionals stationed year before. across various agency staff positions last year, according to a new Once again, however, account executives stationed at agencies making more than $25 report issued by Gould+Partners. million in net annual revenues were outliers, By Jon Gingerich and experienced an uptick in average billing ould+Partners’ latest report, which $355 an hour in 2015. The downturn ap- rates in 2016, to $177 from $171 in 2015. profiled billing rates and staff utili- pears among chief executive billing rates Average billing rates were also up widely Gzation at agencies by size, region and across the board: for agencies with less than for professionals stationed in senior/execu- specialty, suggests most PR professionals $3 million in revenues, CEOs billed an aver- tive vice president and vice president ranks: didn’t increase their hourly rates last year, age of $272 per hour last year (compared to senior and executive VPs billed an average of and in many cases, actually lowered them. $301 in 2015); CEOs at agencies with rev- $324 an hour in 2016, compared to $315 per Presidents and CEOs stationed at North enues between $10 and $25 million billed hour the year prior, and VPs billed $273 an American PR agencies billed at an average $379 per hour in 2016, compared to $426 hour in 2016, versus $269 in 2015. rate of $354 an hour in 2016, compared to in 2015. The utilization rate among PR staffers, the The exception to this trend seems to exist metric by which productivity is measured, at the top. At agencies making at least $25 also remains below optimal levels across the Trust in political million in net annual revenues, CEO bill- board, according to the report. ing rates averaged $486 per hour in 2016, Account executives are billing out only parties tanks up from $448 the year prior. Likewise, for about 84 percent of their theoretical year- By Jon Gingerich chiefs stationed at agencies netting between ly capacity of 1,700 hours, according to the fK Verein’s Global Trust Report, $3-$10 million, average hourly rates were survey, compared to 89 percent in 2015. For which polled residents in more than also up, from $344 to $360. CEOs — who typically see much of their Gtwo-dozen countries on the levels of On the other end of the spectrum, billing time taken up with management and new trust they place in various institutions, sec- rates were similarly down for many account business responsibilities — average utiliza- tors and professions, found that political executives. At agencies accounting for less tion in 2016 was 33 percent, down from 36.2 parties now comprise the least trusted bod- than $3 million in net annual revenues, av- percent the year prior. VPs revealed the only ies in the U.S. today. erage account executive billing was $131 an average utilization gains last year, billing out Only 14 percent of U.S. respondents cur- hour in 2016, compared to $137 in 2015. 67.3 percent of their time, compared to 67.1  rently claim to trust political parties, com- Agencies making between $10 and $25 mil- percent in 2015. pared to 23 percent in 2015 and 27 percent in 2013. Additionally, only 41 percent of U.S. residents now say they view the U.S. government as trustworthy. Other sectors experiencing a recent trust deficit in the U.S. include the justice system and the church. Both of those categories accounted for some of the largest year-over- year declines in the study, with the church now trusted by only 69 percent of U.S. resi- dents (compared to 74 percent the previous year) and the justice system now trusted by only a little more than half of all Americans (53 percent, an eight-percent decline from 61 percent in 2015). Across the U.S.’s economic sector, tele- communication companies and Internet service providers saw considerable reputa- tion slumps, now trusted by only about half of the population (51 percent). Pharmaceu- tical corporations have decreased by 14 per- centage points, to 44 percent. The media and international corporations / large companies also experienced big rep- utational dips, with the former falling six points and the latter eight points, with only 36 percent and 33 percent of the population, respectively, now claiming to trust them. The media and large companies are now beat only by political parties as the least trusted institutions in the U.S., seen as less trustworthy than government, the justice system, the church or even the Internet. 

WWW.ODWYERPR.COM | AUGUST 2017 9 FEATURE Evolving ESG from burden to benefit The issues, requirements and policies collectively known as Environmental, Social and Governance continue to evolve as the demands of regulators, business partners and investors grow. As a result, CFOs and compliance professionals are developing universal standards, common report formats and more robust data with specific metrics that go beyond policies of the past. By Tom Faust he real opportunity is leveraging the Responsible Investment has been a huge ships with institutions, think tanks and con- data and content gathered for a more boon for IR and communications profes- sultants to co-authoring and co-sponsoring Texpansive initiative that takes ESG sionals who needed some north star to ori- studies can provide third-party validation ent their ESG communications. Make no of a financial firm’s commitment to ESG. from a financial and compliance box-check- ing exercise to a strategic component of cor- mistake; increased adoption of UN PRI is Gather the data. We recently worked with porate communications. This is especially a real positive for the industry. However, a a private equity firm on enhancing its ESG true for private investment, asset manage- quick reading of the principles shows that story. Part of the process was looking at what ment and other financial firms who often there’s a lot of wiggle room in the language. its portfolio companies were doing. The re- have more complex risk exposure around For example, “We will incorporate ESG sults were surprising. From energy-saving ESG due to diverse global holdings than issues into investment analysis and deci- environmental controls single-industry businesses. sion-making processes.” Certainly better to ambitious recycling Changing ESG demand than not incorporating them, but how are programs, waste re- A significant driver of ESG’s change came they weighted? What issues are considered? duction initiatives and about as the “E” and “S” were added to what How does a firm think about the tradeoffs green power mandates, began as just governance. In the early days, between different issues? the companies were do- this compliance function focused on the The lack of precision — by necessity — of ing more on ESG than election of directors, voting standards and the UN PRI language, has led to the cur- the firm imagined. The the separation of CEO and chairman roles. rent challenge of investment firms trying firm was able to gener- Governance is still critical, but has remained to satisfy dozens or hundreds of ESG infor- ate a number of com- Tom Faust more of a procedural exercise. The focus mation requests with widely varying data pelling stories and some recently has shifted to Environmental and and formats. This not only makes life tough impressive metrics. Social as the public has grown much more for compliance, it makes IR infinitely more Don’t forget governance. Every time a conscious of and vocal about the actions of complicated because the firm can’t tell a co- company in the public eye stumbles due to the companies they patronize, as well as the hesive ESG story. Reporting has its place, poor internal controls, lax ethical standards investors behind those companies. but for an issue with such huge stakes, fi- or conflicts of interest, governance is on in- Today, ESG is under intense scrutiny nancial firms can’t rely on compliance-driv- vestors’ minds. This doesn’t mean financial from all corners. Global stock exchanges are en reporting to tell their story effectively. firms should send emails after every news pushing listed companies for greater disclo- Expanded opportunities story, but they should make selective use of sure of ESG factors in investor reports. In As stated above, ESG presents an enor- such media attention to remind investors 2003, barely 20 percent of S&P 500 com- mous opportunity for IR and corporate of the strong governance in place to ensure panies reported ESG factors. By 2016, the communications pros if they can look be- such situations are avoided. number swelled to 82 percent. A similar yond what’s required to what’s possible. In- Raise your voice. ESG can be a sensitive change is happening on the private invest- vestors are often more interested in seeing issue for many financial firms, public or pri- ment side. According to a 2017 report by intent, effort and progress around ESG than vate. Its birth in the compliance department Makena Capital Management, about 42 per- actual (and sometimes arbitrary) numbers. means that, more often than not, communi- cent of investment firms polled had adopted There are several ways firms can make ESG cating on ESG is restricted to an occasional ESG policies in 2016, compared to less than more meaningful to financial audiences be- letter to investors or expressed in eight-point 5 percent a decade earlier. Furthermore, 66 yond the compliance function. legalese type. This is antiquated thinking. percent of private asset managers said ESG Share the process. As the Makena report ESG is on the minds of media, the public is factored into their due diligence, regard- shows, factoring ESG into investment deci- and your investors. Forward-thinking fi- less of whether a policy is in place. sions is easier than putting a policy in place. nancial firms want to be in front of the issue We’ve seen the dramatic impact of ESG But that doesn’t mean you can’t say anything through a dedicated section of the website, issues in corporate operations and investor more on this complex challenge. Talk about discussion on investor calls, updates within decisions, such as divestment of interests in the discussions that you’re having internally or accompanying quarterly investor letters, tobacco, fossil fuels and firearms business- about carbon footprint vs. labor conditions and even direct engagement to get investors’ es by private equity firms. Investment firms vs. data privacy vs. water usage. Show that input on how they are thinking about ESG. without robust ESG policies are increasing- you’re engaged in the broader ESG conver- While there are certainly compliance ly at risk of being knocked out of consider- sation as the industry works toward com- challenges to be overcome, ESG is no longer ation by major, global institutional investors mon standards and your firm works toward relegated to compliance or financial func- ranging from state pensions and sovereign a meaningful policy. tion. ESG holds tremendous potential for IR wealth funds responding to the pressure of Ally with experts. As financial firms con- and communications professionals tapped the workers and citizens they represent, to tinue to incorporate ESG into their invest- with enhancing a financial firm’s reputation, corporate pensions concerned about repu- ment activities, questions remain on their differentiating in a crowded market, and tational risk with consumers. effects on not only immediate returns, but generating positive visibility. The challenge of standards their impact on the socio-economic and Tom Faust is Managing Director at Stan- The emergence of the UN Principles of sustainability issues themselves. Partner- ton. 

10 AUGUST 2017 | WWW.ODWYERPR.COM

FEATURE A better sense of storytelling

Despite regulatory restrictions, financial services companies are socially conscious investors. taking a more proactive approach to PR and marketing. With investors taking a sharper look at companies’ environmental and labor prac- By Matthew Schwartz tices, for example, PR agencies are making sure nothing gets lost in the translation hen Peppercomm’s senior PR ex- al business. Peppercomm generated $6.1 and investors are fully informed. ecutives initially met with finan- million in finance-related net fees in 2016, “We’re looking for gaps within — and Wcial services clients not too long with an expected 15 increase this year. inconsistencies about ago they often would run into the same “C-level executives want to know how — a company’s ener- situation: Clients’ marketing departments to create a more integrated infrastructure gy and labor policies were siloed. Social media was separate internally, so we can drive more integrat- and how that is being from SEO or media relations was detached ed brand messaging externally,” Kolek said. communicated in its from digital marketing or — most worry- “They’re looking for guidance, and trying CSR reports and fi- ing — IR from PR. It didn’t exactly play to understand the best communications nancial disclosures,” into the integrated communications model practices in a regulated environment.” said Ron Loch, Prin- that Peppercomm encouraged. More storytelling cipal and Managing Rob Berick, Senior VP and Managing Whether it’s Federal regulations such Director of Sustain- Richard Dukas Director at Falls Communications, whose as Regulatory Fair Disclosure or Sar- ability Consulting at clients include several banes-Oxley — not to mention a slew of G&S Business Communications. “Inves- publicly traded com- institutional rules that financial service tors are taking in all sorts of information panies, came across companies must adhere to — IR executives about a company and if the overall message similar challenges. have to contend with more guardrails than is not consistent from one marketing chan- “IR folks in-house of- brands operating in less regulated markets. nel to another it connotes investor risk.” ten don’t have at their In addition, digital technologies continue G&S, which reported 2016 net fees of fingertips multiple ex- to have a dramatic effect on how investors $1.6 million from financial accounts, is amples of their compa- gather and evaluate financial-related infor- helping clients to create “scorecards” to ny’s growth initiatives mation, which, in turn, has led companies stay on top of all the disparate issues en- in action, which are to sharpen their focus on compliance. compassing sustainability, such as carbon the success stories,” he Rob Berick Despite the restrictions, IR/PR executives emissions or alternative energies. said. “As a result, it can understand they must engage stakeholders “Companies are just waking up to the be a bit of a scramble for these companies or risk having their brand messages get lost fact that institution- to put their results in proper context for in the shuffle or conceded marketshare. al investors in the investors.” PR agencies can demonstrate increasing U.S. care about these But in the last year or so, financial ser- value to financial services clients by help- [environmental and vices brands and organizations have start- ing them to connect the dots for constit- social issues] and un- ed to change their tune when it comes to uents. derstand they need to PR and marketing communications. “There’s more storytelling and education break down the silos,” “I’m definitely seeing the market evolv- that needs to be done for investors about Loch said. “The feeling ing very quickly,” said Jackie Kolek, Partner the distinctive or disruptive qualities a previously was that IR and Managing Director of Peppercomm, company has that will fuel growth,” Berick has investors’ needs whose clients include Capital One, EY and said. “Investors need the context behind taken care of, but now Ron Loch Travelers. the results [and] companies often need there’s more impetus “In many instances, companies are start- someone on the agency side to integrate to involve IR with PR and marketing.” ing to break down silos and look across and curate those works streams.” Matthew Schwartz is Editorial Director at a paid, earned and “There’s been an acceleration of inter- Gould+Partners.  owned marketing est in our services from financial services ­strategy.” companies due to the increasingly compet- PR news brief Peppercomm now itive market for investment vehicles of all Gatesman acquires Noble offers workshops,kinds,” said Richard Dukas, Chairman and Pittsburgh-based Gatesman is doubling its size boot camps and oth- CEO of Dukas Linden Public Relations. with acquisition of marketing communications firm er programs designed “And that’s true both on the institutional Noble Communications. to educate financial and retail sides of the ledger.” The deal boosts Gatesman’s employee headcount services clients and IR DLPR generated more than $5.1 million to more than 125 and adds offices in Chicago and executives how to op- in finance-related net fees in 2016, and is Springfield, Mo. Jackie Kolek John Gatesman will serve as CEO of the combined timize their message on track for at least a 10 percent hike in entity, and Shannon Baker will remain president. across multiple plat- such fees this year. Noble Communications management team will forms, and stay within regulatory bounds. Follow the investor remain in place as part of Gatesman. Clients have also started to ramp up invest- Financial services companies are also Bob Noble will continue to lead The Food Channel, which was not part of the acquisition. His focus will ments for pilot campaigns, which don’t eat bringing in PR firms to expand their reach be growing and expanding food publishing and No- up a lot of budget. into the burgeoning environmental, social ble’s food marketing, which remains in Springfield. The trend is translating into addition- and governance market, which caters to

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FEATURE Corporate communications’ risk-management role Mergers, acquisitions and divestiture are some of the most challenging communications scenarios in the corporate lifecycle, and essentially grant corporate communicators a risk-management function. By Dave Heinsch ccording to Pitchbook, 2017 is shap- agement dimension of a transaction. and right as a corporate communicator on ing up to be a record year in terms The excitement of signing a purchase the acquirer side to make sure the commu- Aof capital invested in mergers and agreement and closing a deal quickly gives nications program helps manage that risk acquisitions — the events that recast com- way to the pressure of “execution risk.” — from the moment of the announcement panies, industries, employee and customer Can your organization pull off this new through closing. You need to get clear in- and investor expectations — even brand combination and deliver on the deal prom- sight into the nature and quality of com- identities. Mergers, acquisitions and dives- ise? Will this transaction be understood munications used by the target company titures are quintessential change-manage- and embraced by your employees, commu- and pinpoint deficiencies and gaps. ment events and some of the most chal- nities, partners, investors and regulators? Audience-sophistication risk lenging communications scenarios in the This entire concept of moving affected au- Transactions, especially those in the pub- corporate lifecycle. diences from awareness to adoption is one licly traded sphere, tend The moment a transaction is announced, of the largest sources of risk in a deal and to get framed in the risk is created, uncertainty is introduced, is almost purely a function of communica- context of the strategic strategic rationale is scrutinized, first im- tions. rationale, price multi- pressions are cemented and corporate cul- Corporate communicators have a re- ples, leverage ratios and ture and brand identity get ambiguous. To sponsibility to educate management on obtainable synergies. be clear, I am talking about strategic deals their role in mitigating deal risk and de- It’s the arcane “deal- — transactions that fundamentally reshape mand to be part of the transaction team speak.” These measures the character of a company, rather than at the very beginning. Here are just a few mean everything to the smaller “bolt-on” transactions. If you work examples of deal risk that communications capital markets. Dave Heinsch for a public company, the sheer visibility of must manage: However, they mean a major transaction makes all of this more First-impression risk much less to those constituents who power intense. Ask a Whole Foods employee, Management teams spend months, even your business every day and who are oper- vendor partner or investor how they felt years, developing M&A strategy and as- ationally affected — employees, customers when they learned about Amazon’s take- sessing potential transaction targets. At the and partners. For the message of a transac- over bid. “Did that just actually happen?” time of the deal announcement, they are tion to resonate, corporate communicators might have been a first reaction. beyond steeped. need to find elegant ways to translate these Through our investor and corporate rela- Unfortunately, perceptions of a transac- concepts, to create a simple narrative that tions work, we’ve led many clients through tion among most of your key constituents can rally audiences. many transformative transactions and the are cemented with the initial announce- Communications channel risk role corporate communications plays is ment, without the benefit of months of Poor or inappropriate cascading of com- always an intriguing variable. M&A trans- immersion into why this all makes sense. munications can needlessly create ad- actions are devised by top management, a Even if a transaction won’t close for several ditional risk, by appearing to ignore the small team of internal strategists, outside months, it’s considered “virtually closed” personal sensitivities and political realities advisors and the board of directors. Ideally, in the minds of those affected upon that that exist in any organization. The bigger executive management realizes the strate- first announcement. If your organization is the change for your constituents, the more gic value of having the corporate commu- publicly traded, the market and the media they need to hear from you face-to-face. nications function involved right at the be- weighs in almost immediately, and this has These are common sense, but often over- ginning. However, it’s not uncommon that a big impact, positively or negatively, on looked, and corporate communications corporate communications is notified of how internal constituents perceive the deal. needs to drive this. the transaction when a deal announcement Every aspect of your communications Downstream message bearers play a crit- is imminent, which diminishes the import- platform — key messages, responses to ical role. Top-down communications is ant strategic impact it can have. questions/objections/criticisms, ability essential in a deal. But employees turn to Corporate comms as risk management to satisfy the WIIFM (what’s in it for me) their peers, their boss, the grapevine, busi- I believe the reason for this is that man- needs of affected constituents and your tac- ness media coverage and social media to agement sometimes views corporate com- tical approach to communications — need test the messages they are hearing from the munications simply as a dissemination to be exceptionally well considered and top. A uniform message helps drive accep- mechanism. They don’t immediately make mapped out. Then, you need to reinforce tance and engagement. Supervisors need the critical connection between communi- all of this up to and well beyond deal clos- to be prepared and coached to be advocates cations and deal risk. Management teams ing. Get it wrong, and you set the organi- of the transaction. Moreover, they need to are willing to take on additional market zation up for a difficult integration period. quickly identify and correct misinforma- risk to create new opportunities. But they Message control risk tion and false perceptions. are equally eager to start mitigating that While they don’t always take it, the ac- Emotion risk risk the moment a deal closes. In a trans- quirer has the right to control the overall For employees, it takes time for the log- action, corporate communications is, in approach and messaging in deal commu- ic of a transaction to sink in, because it every way, a risk-management function, nications. Acquirers assume the execution one as important as any other risk-man- risk after the deal closes. It’s your obligation _ Continued on page 15

14 AUGUST 2017 | WWW.ODWYERPR.COM Financial services communications post-crisis Ten years after the subprime mortgage meltdown pulverized markets and brought the Great Recession, it isn’t just the financial services industry that has fundamentally changed. How financial services PR firms communicate, who they communicate to, and the tools they now use to do it have evolved as well. By Jackie Kolek ven with markets now reaching all- cial media being a major tool in that in- covered from the crisis. time highs, uncertainty regarding how crease. It’s not enough for financial services firms Elong the prosperity will last continues Telling the broader story to have good earnings reports anymore. to loom. Knowing the customer, the au- FS firms clearly realize that their bottom With so much increased dience and how the media landscape has lines came back much quicker than their competition from both changed is a key to rebuilding the areas of reputations, especially in the financial press. fintechs and each oth- the financial services industry’s reputation However, most studies and surveys show er, they need to go a that haven’t come all the way back. that among Millennial customers and em- step further and show Landscape changed ployees, loyalty is harder to build and easier they’re willing to en- In the aftermath of the Great Recession, to lose. The ones that understand the prolif- gage with and empower regulators imposed rules on banks and oth- eration of digital channels, and how to get the Millennial audience er financial services firms designed to pre- their message out to potential customers, that is starting to rule vent the risky practices that many believe employees and the media, are the ones that the world. Jackie Kolek led to the crisis. Stripped of their ability to will be most successful in fully rebuilding Jackie Kolek is Partner trade on their own behalf, dole out high- their reputations, which have never fully re- and Managing Director at Peppercomm.  risk loans, or hold hard-to-value securities, most firms have had to cut costs while also CORPORATE COMMUNICATIONS tion is palpable. But you don’t measure the fighting a credibility gap with a public that _ Continued from page 14 success of a transaction on the day you an- is sometimes still bitter about the past. Ex- nounce it, or the day you close it. You mea- acerbating that trust problem right now is a must work its way past emotion, which sure it three years down the road — even major demographic shift, in which millen- can impact morale and, therefore, the ex- five years — when your employees, cus- nials are stepping into the shoes of retiring ecution that needs to occur for a success- tomers, partners, investors and other audi- boomers as the target customer for financial ful integration. Frankness, transparency, ences have embraced it and are reflecting services firms. acknowledging that questions might come Trust and credibility the potential you believed possible. That’s faster than answers, giving audiences a all a function of engagement, and effective The challenge for financial services firms feedback channel and committing to reg- communications drives it. The role of cor- in communicating with Millennials is part- ular updates on progress as the organiza- porate communications is one of the most ly about trust and credibility. While most tions come together can help them move strategic and indispensable factors that banks and financial services firms have re- through the emotion that surfaces with turn deal risk into return and it belongs on covered financially and then some, they’ve impending change. the deal team, on day one. been slower to rebuild their reputations On the deal team, on day one Dave Heinsch is Vice President/Corporate with Millennials. In fact, 71 percent of The excitement around a large transac- and Investor Relations Lead at Padilla.  Millennials would rather go to the dentist than listen to their banks, according to the Millennial Disruption Index. In turn, many Millennials do as much of their banking O’Dwyer’s as possible with start-up fintech firms, not only because of their lack of trust of the tra- ditional players but also their propensity to Job Seeker Strategies do everything online. Financial services firms have thus turned their attention to using social media to en- gage with their customers more and more, according to several recent surveys. Talent, talent, talent The trust and credibility gap isn’t just about customers, it’s also about talent. Smart financial services firms also understand the lingering effects of the Great Recession on recruiting, retention and employee satisfac- tion. A Quantum Workplace study shows disengaged employees make 100 times more mistakes than other employees in fi- nancial services. To that end, many firms have beefed up their employee communications, with so-

WWW.ODWYERPR.COM | AUGUST 2017 15 FEATURE Integrated comms programs for financial services firms Why a content-oriented approach and creative distribution strategies can help communications pros build and maintain financial services clients’ brands in today’s competitive marketplace. By Bill Haynes raditional PR is dead. Media outlets leadership on their website within their Content marketing need not be confined have dwindled, while the number of news and views section and send it directly to the world’s largest firms. In fact, in asset Tpublic relations pros have prolifer- in a branded email to clients, prospects and management, whether firms have billions ated. Companies, meanwhile, continue to potentially others. Social media, particular- in assets under management or are far value the role of PR in raising awareness ly LinkedIn and Twitter, has also become a smaller, clients expect companies to share and credibility. And their demands and ex- valued distribution channel through which their points of view. For pectations have only grown. to share content to drive website traffic and many mid-sized firms, Differentiation is critical. Efficiencies are a build brand awareness that positions the a monthly or quarterly must. Moreover, PR firms are being called on firm as a leader in its respective segments. thought leadership ar- to measure their results and quantify for cli- To be sure, many of the largest and most ticle can frame the PR ents the returns on their investments. How prominent firms have taken pains to develop outreach for that time do communications professionals best nav- their own content-development capabilities. period. And articles igate this new communications landscape? BackBay recently conducted a study of the can be emailed, placed The evolution of the industry dictates that top 200 global asset managers to get a sense in trade publications, PR professionals should focus on integrat- of best practices in content marketing. The distributed via social ed communications versus the strategies of study found that nearly nine out of every 10 media, or be used for Bill Haynes earlier eras to simply accumulate as many — or 87.5 percent — produce some content proactive media pitches. media hits as possible. Integrated market- regularly. Of those with capabilities in place, For financial services companies in to- ing efforts today, particularly in industries 50 percent generate new thought leadership day’s competitive marketplace, a strong such as financial services, should feature on a weekly basis and 26 percent produce brand is essential to sell products and ser- strong content and creative distribution content monthly. In terms of the types of vices, raise capital, and grow a business. A strategies to build and maintain their cli- content, the largest firms also recognize brand must be based on a company’s unique ents’ brands, while driving new business. the value of reaching different audiences business, and delivered and experienced in For the most successful PR firms today, PR through multiple mediums. Among content ways that reflect its value proposition and itself should just be one component of a far producers, 79 percent produce research, 89 competitive advantages. It should also be in larger communications effort. Depending percent offer regular market commentary, sync with the needs of a company’s key con- on the client’s needs, firms should have ca- and 92 percent produce videos. stituencies and aligned to their preferred pabilities extending from industry research To get the most out of that content, most methods of consuming information. and brand-messaging development to the of the largest asset management firms lever- Often, articulating a firm’s differentiated creation of comprehensive outsourced mar- age social media. In fact, 95 percent of the characteristics demands a more nuanced keting and communications plans. The lat- top 200 asset managers operate at least one message. This is why integrated marketing ter should also leverage all the complemen- social media channel, and more than four campaigns, built around compelling content tary tools available today to take companies’ out of five are active on three or more. The with unique points of view, can be the most brand viewpoints to the market through an top social platforms employed among in- efficient and effective way to build a brand. integrated program utilizing all available vestment management firms are in order: When this is coupled with digital delivery mediums and distribution channels. LinkedIn, Twitter, YouTube, Facebook, and strong relationships in the business Creating a content foundation Google+ and Instagram. This is up from press — which remain important — com- In many respects, content lies at the only 49 percent when BackBay conducted panies can control the narrative that shapes heart of these efforts. Thought leadership a similar study two years ago. Social media perceptions of their business and team. demonstrates the expertise of the company has become a nearly universal component of A content-oriented approach requires and its senior executives and, at the same, asset managers’ PR strategies and represents communications professionals with fi- the exercise of developing this material can a key tactic to distribute content and engage nancial services expertise to be effective. help organizations improve upon and re- directly with clients and key audiences. Together, a content-driven strategy and fine their messaging. Indeed, a company’s Those that produce content most regular- integrated approach to marketing enable content should start with compelling points ly also tend to repurpose existing themes to greater consistency and efficiency of mes- of view on industry trends that connect in get the most out of the effort. For instance, sage dissemination than ever before, and some way to their business. The content can the work that goes into a research paper provides a catalyst for client and prospect be written in house or by an outside agen- can be applied to other pieces. A number engagement that wasn’t available to most cy with experienced editorial capabilities. of asset management firms will often pro- firms even a decade ago. Ultimately, with an Many will find that beyond helping identify duce podcasts or host live webinars using integrated, content-driven marketing cam- topics, research, and drafting the articles, the same content to engage with audiences paign, communications teams can take a outsourcing content-development provid- in different ways. Others may redeploy data truly tailored approach in their campaigns ers can also impart an external perspective. to create compelling infographics. From and highlight the differences, value and dis- This can be critical to avoid producing con- the audience’s perspective, such a strategy tinct points of view of their companies in tent that appears too promotional or biased. not only reinforces the brand narrative and an increasingly competitive field. Once the content is created, the value to messaging but extends the runway and en- Bill Haynes is President & CEO of Back- clients can go a long way. We recommend, sures foundational research or articles that Bay Communications, www.BackBayComu- for instance, that clients host the thought generate interest months after publication. nications.com.

16 AUGUST 2017 | WWW.ODWYERPR.COM

FEATURE Protecting your company from a cyberattack

Steps every company can take to strengthen and improve their ty posture is just fine. As principal of a cor- security policy. poration, your job is to deal with the possi- By Jerry Hutcheson bility of failure. This is the only way to know for sure, short of having an actual breach. he average company today has an man with an electrician’s uniform can go Demand excellence from security pros ineffective security posture, and this up to most receptionists at most company It doesn’t matter if your security profes- Tineffectiveness is illustrated in many offices and gain access to their electrical sionals are your in-house IT people, or a ways. The average cost of a cybersecurity closet within minutes. Once inside, in the security contractor, or a security products breach is $4.5 million, with losses poten- privacy of that closet he can break into any vendor. You need to ensure there’s an en- tially affecting privacy, company reputa- device. This means he owns your network, vironment of excellence from these pro- tion, legal liability, market share and dis- which means he owns your peace of mind. viders. You need to communicate to them ruption of supply chains. Lock it up, keep it locked and ensure your that you expect the serious concrete results Studies of executives show that a loss of policies reflect this. laid out, on paper. You reputation remains a primary concern, Train your people need to make sure you with 85 percent of executives citing reputa- It can be easy to train people on proper have in place the policy tion as the most important factor, as report- security procedures and the proper ways to that demands specific ed in the Harvard Business Review. Even handle sensitive data. Train your employees performance objectives. worse is when companies don’t realize that to recognize attacks when they occur and to There should be metrics these problems are occurring right under look out for other malicious players in your to measure your people their noses. midst. More than half — 60 percent — of on these criteria. You Passwords all attacks originate inside of your network. don’t need to be a secu- Passwords are still a problem, because It’s not too hard to have simple policies and rity or technical expert Jerry Hutcheson most people still have free reign to choose procedures that instruct employees on how yourself, but you defi- the passwords they like and remember. to look for suspicious behavior and to have nitely need to communicate your expecta- This leads to names, birthdates, pet names, a clean and effective way to report it. You tions. And you need to see regular, execu- spouse names, children — all of which need to be able to audit the training results tive level reports to verify this. are very easy to crack. Your password in- carefully on an ongoing basis to make sure Have a plan stead needs to be meaningless, it needs to it’s being effective. Be ready for the attack that will inevitably be complex and it needs to feature a vari- Cybersecurity needs to be a priority come your way. This is not an eventuality ety of characters. Today we have password The way cybersecurity is communicated — it’s unequivocal. Be ready to respond manager programs that are an excellent op- to a company’s user community often in- quickly and cleanly. This can be the differ- portunity to strengthen and secure all your volves a lack of focus. Security needs to be ence between an attack and a major breach passwords in one place. These password a priority and it needs to be a priority from that lands you on the front page of the policies need to be implemented through- the top down. Verizon’s Annual Threat Re- newspaper. The first is a problem; the latter out the company and enforced. port showed 65 percent of corporate exec- is a catastrophe. And this cannot be empha- Physical security utives believe data security is a top priority. sized enough: a major breach is what we’re This means to lock down the stuff on Leadership should lead by example to show ultimately trying to prevent. The exposure your desk, including your personal and they’ve made cybersecurity a primary con- in the media can be intense, so be prepared work laptops, as well as your smartphone cern. This PR effort is internal and critical with your response. and any other network connected device. to your cybersecurity. Note that process and Do something Companies are notorious for not locking not technology are the key commonalities. This may sound simplistic but it’s not. A everything down. Remember: you’re as A strong security policy large number of executives leave the deci- safe as your weakest point. Keep these de- I used to enter clients’ environments to sions regarding what’s going to happen to vices stored in a safe place. The rule above evaluate their security, and I’d ask if they their security posture up to subordinates. regarding passwords also applies to smart- could show me their security policy. Most Even worse, it’s basically left up to the hack- phones and tablets: don’t use “1-2-3-4” or of the time I’d get sheepish looks and em- er to decide which direction you’re going your birthday as your unlock code. Lock barrassed smiles, but no actual security to take. Place your future into your own your laptop if you get up to get a cup of policy. Studies have shown that about 38 hands; it’s not that complex with the right coffee and you’re only going to be gone percent of companies admit to not hav- help, and the right path to get you there is 10 minutes; someone can happen by and ing any security policy at all, and I believe a very real and achievable objective. These maliciously install malware on this device that actual number is much higher. Have a are all process issues above, and a better and you’d never know it. There should be a strong security policy. It should be driven process is where it will be fixed. You should policy for this spelled out and implemented and supported by the executive level; oth- take action immediately, because the cyber- throughout the company. erwise it will mean nothing. This is the root criminals are working on it today. If someone can get their hands on a de- of successful security posture. Jerry Hutcheson is a writer, public speak- vice they may be able to get inside it. Lock Test your security er and consultant. His company Cybercreed it up, put it in your desk, and lock your of- If you think you’ve put together a rock-sol- Consulting helps company management and fice door. This sounds basic, but it’s not so id security policy, you need to be sure of it. executives protect themselves from cyber-at- simple. I worked for some of the largest IT This requires testing and evaluation by an tack. He has a book coming out shortly titled vendors in the world and virtually every objective third party you can trust, not your “One False Click: How to protect yourself in networking vendor had a way to access the internal IT department which has a vested the coming cyberwar.” www.jerryhutcheson. device if they had physical access to it. A interest in proving that your current securi- com. 

18 AUGUST 2017 | WWW.ODWYERPR.COM

FEATURE Forget pay-to-play, it’s click-to-play that counts The media’s rapid evolution from print to desktop to mobile has changed not only our news habits but the nature of what’s reported, testing financial PR firms’ focus, strategies and approach to media relations. By Matt Zachowski

ike every area of communications, fi- not only popular, but powerful. said they trust the information they get nancial PR is being challenged by on- The rapid move to mobile and social from mainstream media “somewhat” or “a Lgoing pressures facing its traditional has not only changed our habits but it has lot,” versus only 3 in 10 respondents who outlets: mainstream and trade print media. changed the nature of reported news. Even said the same about information obtained Advertising revenue continues to be lost to the Old Gray Lady and WaPo under Jeff from social media. the Internet while readers disappear due Bezos have reorganized around an “online Recently, one of our to the meteoric rise in popularity of social first” news reporting strategy, going where fintech clients had a media. their audience is. This equates to headlines brief but prominently With many publications consolidating and photos in their morning briefs that placed article in the their print and online businesses, going tease rather than tell the story, serving as Financial Times on online-only — or even going out of exis- clickbait to the website where the opposite the firm’s latest fund- tence entirely — the core media relations is true: the headline and the lede tell all, ing round. From that business of financial PR firms is being stories are truncated with links to related single bit of coverage, severely tested by the sharp reduction in content, and short videos abound. No sur- the company got sev- publications, coverage areas and journal- prise, really, that both publications have eral thousand web- ists that are available to their clients. seen a bump in digital subscribers follow- site referrals directly Matt Zachowski Mobile on the rise ing these changes. Meanwhile, the trade from the FT website Driving this accelerating change is the publications that haven’t disappeared are or mobile app, translating to more than rise in mobile consumption of media. For- merging and consolidating staffs through 500 qualified leads. This was roughly 10 get about the Millennial generation and all “synergies,” which typically translates to times the number of qualified leads that of those thereafter, few of whom will ever fewer people doing more work. our client received from any of the 15 oth- look at a print publication in their lives. In this new world order, the opportuni- er publications that ran a similar story or Even most of the Baby Boomers I know get ty to provide quality material in the form from social media postings. This example most, if not all, of their news online at this of sponsored articles to content-starved demonstrates the power of online and mo- point. I was particularly struck last month ­publications has increased, as has the abil- bile coverage in traditional mainstream during a conversation with a former New ity to disseminate it directly to your au- outlets, which are highly respected in the York Times overseas bureau chief who dience via social media. Many financial marketplace notwithstanding anything the had worked in global hotspots like Mos- PR agencies have shifted their focus away President might say. It also shows how the cow, Beijing and Cairo, now approaching from traditional media relations as a re- Internet has sped up the sales cycle right 80 years of age, when he told me he gets sult of these developments. If you can go along with the news cycle and just about all his news on his iPad each using mobile directly to the market with your client’s everything else. applications from mainstream print pub- message, they reason, why go through the A changing approach to news lications. The shift from print to desktop filters of reporters and low-level editors? In the rapidly-evolving online world, to mobile consumption of media is clearly Many of these journalists are younger and crowded with so many niche and social happening much faster than any of us ex- less experienced than those of generations outlets, mainstream media still own many pected. past and are not yet fully conversant with of the most powerful brands in the market, Steadily improving mobile applications all the subtleties of financial markets and boosting their credibility and engendering and smart algorithms are now making products, fintech, in particular. To many trust. And short of staff, they are more than long-promised mass customization of me- agencies, traditional media relations just open to hearing your pitches. But their ap- dia product a reality. Today, we all get our doesn’t work anymore. proach to reporting the news is changing, morning emails from the Times, the Jour- Mainstream media remains credible so PR firms must change their approach as nal, the Financial Times, the Washington We reject this line of thinking. Even as well. Post, Politico and many others, with the mainstream media takes it on the chin from It has never been more important to day’s news carefully curated for us based President Donald Trump — quite literally think like an editor rather than a market- on the clicking behavior of their online in the case of CNN — these outlets remain er. If you can’t tell your client’s story in a readers. far and away the most credible sources for headline and a couple of bullet points, you Facebook shows us the news based on news and information to well-educated need a new narrative. If you can’t supply an our posts and “likes,” and Google now pro- business and professional audiences. In interesting photo or infographic that sup- vides us with “feed,” a news app based on a sea of sources, many of which look and ports your pitch, you need a new narrative. our location and Internet searches. While sound alike and have “innovative” busi- If it’s not about what your client is doing all the bots watch us, journalists now watch ness models that don’t involve revenues, for the reader, you need a new narrative. Twitter for breaking news, rather than the whom do you trust as a reader? As a re- As James Carville might have put it, “It’s other way around. Entire governments cent detailed survey by Pew Research Cen- the clicks, stupid.” have even fallen in part because of so- ter showed, it is those fabled purveyors of Matt Zachowski is Managing Partner and called “Twitter revolutions” and smuggled “fake news”: the mainstream national and Executive Chairman at Intermarket Com- videos posted on YouTube. Social media is business media. About 8 in 10 respondents munications. 

20 AUGUST 2017 | WWW.ODWYERPR.COM

REPORT Q2 earnings mixed bag for ad/PR congloms Second-quarter earnings were a mixed bag at the big ad/PR conglomerates. Interpublic and Omnicom recorded revenue declines as clients adopted a more cautious approach in spending in anticipation of the eventual roll out of President Trump’s economic plan. Publicis Groupe and Huntsworth showed gains due to corporate revamps, while WPP benefited from solid growth in the UK. By Kevin McCauley PG’s net tumbles as revenues slip tory. It slipped 1.2 percent during Q1. able beginning in 2018, buoyed by its Wash- Interpublic in July reported a 39.6 per- Organic growth during Q2 benefited ington lobbying office and a PR business Icent drop in second-quarter net income from gains from accounts won during 2016, transitioning to a broader client portfolio. to $94.7 million as revenues dipped 1.7 per- including Walmart, Motorola, USAA, Asda Citigate Dewe Rogerson financial unit cent to $1.9 billion. and Lowe’s. showed a two percent revenue dip to $14.2 IPG shares, which hit a 15-year high July Publicis expects “sequential improve- million. Slowdowns in Greater China (14.4 24, dropped more than 10 percent to $22.92 ment” in organic growth during the current revenue plunge) and Singapore (nine per- on the earnings news. quarter. cent drop) hurt CDR, which reported an The constituency management group, Sadoun said Publicis is at the beginning of overall $1.9 million profit. which includes Weber Shandwick, DeVries implementing an action plan. He promises WPP reports revenue, profit up Global and Golin, reported a six percent a “concrete and articulate update” during While WPP doesn’t report its inter- dip in revenues to $347 million and a 2.2 the coming months. im half-year results until late August, the percent slide on an organic basis. OMC’s Q2 net inches up on revenue drop British conglomerate at an annual gener- Andy Polansky, CEO of Weber Shand- Omnicom Group posted a one percent al meeting in June reported that revenue wick, noted the performance followed rise in Q2 net income to $328.6 million on a (Jan.-April) rose 15.9 percent to $6.3 bil- high-single growth on as-reported basis 2.4 percent drop in revenues to $3.8 billion. lion, while profit ran “well above budget and mid-single organic growth last year. The PR group led by Ketchum, Fleishman- and ahead of last year,” according to WPP Weber Shandwick reported gains in Eu- Hillard and Porter Novelli registered a two CEO Martin Sorrell. rope and Asia during the first-half with percent drop in revenues to $342.6 million. The PR/PA group (Finsbury, Bur- healthcare robust and an uptick in employ- CEO John Wren reports that overall or- son-Marsteller, Hill+Knowlton Strategies, ee engagement and corporate consulting ganic growth charted a 3.5 percent rise led and Cohn & Wolfe) was up 5.8 percent in services, according to Polansky. DeVries by advertising (+4.2 percent), CRM (+3.7 revenue on a constant currency basis, off a showed nearly double-digit organic growth, percent) and special communications (+2.2 tad from the first-quarter. while Golin registered mid-single digit or- percent). PR failed to keep pace, declining In April, WPP’s PR/PA unit registered ganic growth during the first-half. 0.3 percent. “very strong growth” in the UK with Conti- “Client spending in the quarter reflected Omnicom’s North American revenues nental Europe and Asia slightly weaker. increased caution, but we don’t see evidence dropped 6.6 percent to $2.2 billion. Con- North America ranked as WPP’s weakest of a broad-based economic downturn,” said tinental Europe rose 5.1 percent to $662 region as four-month revenue slipped 2.7 CEO Michael Roth of the financial results. million, the UK plummeted 3.7 percent to percent. Advertising, media/data invest- He’s confident the ad/PR conglom’s in- $350 million. ment management and parts of healthcare vestments in digital expertise and da- Huntsworth enjoys healthy half slipped for the period. PR/PA, branding & ta-driven/technology-enabled marketing Huntsworth recorded a nine percent identity, digital, eCommerce and shopper will help it achieve the low-end of its three growth in revenues to $122.5 million during marketing businesses were up. to four percent organic growth target for the first half paced by a robust performance Sorrell sees brighter prospects in the US the year. of its healthcare unit and the return to prof- under the Trump Administration, “which First-half organic growth clocked in at 1.5 itability for Grayling. is clearly much more strongly pro-business, percent overall and 1.7 percent in the US. Pretax profit surged 58 percent to $13 and much more business-connected than Roth said IPG would remain “highly fo- million. the Obama administration.” cused on costs, in order to build on our CEO Paul Taaffe said Huntsworth Health He cited Trump’s “planned pro-growth strong record of driving margin improve- remains the firm’s focus for growth and in- tax, infrastructure investment, spending ment.” vestment as clients “seek a more differentiat- and regulatory reform, although imple- Publicis posts Q2 revenue rise ed and increasingly digital offering for their mentation has been delayed.” Publicis Groupe CEO Arthur Sadoun in medical and marketing communications.” Due to the low-inflation environment, July reported a 2.2 percent rise in Q2 reve- Huntsworth Health added The Creative Sorrell said there’s considerable focus on nues to $2.9 billion at the France-based ad/ Engagement Group experiential market- the short-term and cost. “Finance and pro- PR conglom. ing operation in an acquisition worth $35.5 curement functions are dominant, certain- First-half revenues jumped 1.9 percent, million this month to strengthen its digital ly equal or more powerful than marketing, a period that Sadoun described as “par- creativity expertise. rightly or wrongly, and the siren calls of ticularly dense” due to moves to revamp Grayling swung from a slight loss to consultants suggesting cost-based solu- corporate governance and roll “The Power $500,000 profit despite a 13 percent drop in tions,” said Sorrell. of One” strategy designed by predecessor revenues to $27.3 million. At the annual general meeting, 21.3 per- CEO (now chairman) Maurice Levy, Europe, which accounts for 70 percent of cent of shareholders voted against or ab- Improving organic growth is Sadoun’s Grayling’s revenues, Middle East and Asia stained on Sorrell’s $62 million compensa- number-one priority. Organic growth operated in the black while the US posted tion package. The vote against Sorrell’s pay clocked in at +0.8 percent during Q2 with red ink. was smaller than the 34 percent tally last North America returning to positive terri- Taaffe anticipates the US would be profit- year. 

22 AUGUST 2017 | WWW.ODWYERPR.COM

PEOPLE IN PR

the car-sharing company in 2015, replacing VP/Managing Director for PA at Subject Peter Osgood, ex-Byoir former Obama advisor David Plouffe. Matter in Washington. and H&K, dies at 76 Facebook CEO Mark Zuckerberg re- Earlier, she was Chief of Staff for US cruited Plouffe in January to run the Chan Ambassador to Japan Caroline Kennedy, eter Greer Osgood, 76,Vice Chairman Zuckerberg Initiative, a social advocacy or- Co-Founder of Point Blank Public Affairs of Hill & Knowlton from 1986-91 after ganization. CZI was formed by Zuckerberg and Founder of Five by Five Public Affairs Pserving as president/CEO of Carl By- and his wife, Chan, to give away most of She also held communications jobs at the oir & Assocs. from 1983-86, died July 22 in their FB stock to groups that “advance hu- United Nations Foundation, staff of former Sedgwick, Me. man potential.” New Jersey Senator Bob Torricelli, Dem- He helped H&K Before Uber, Whetstone did a ten-year ocratic National Committee and the Ker- to expand its inter- stint at Google, where she handled PR and ry-Edwards presidential campaign. national offices in- the search engine’s relations with the Euro- cluding opening the pean Union and Federal Trade Commission. APCO Appoints China market and The UK native began her career in Con- expanding offices in servative Party politics, advising then- Ardelt to Co-Lead the Middle East, Latin Home Secretary Michael Howard.  America and Russia. Crisis Practice Most of his career Peter Osgood Motherway moves up was spent at Newsome obert Ardelt, Managing Director of & Co., Boston, which he joined in 1962. He at Booz Allen APCO Worldwide in Germany, has was president from 1975-82. Rbeen named Co-Leader of APCO Virgil Scudder, who headed MediaCom, ooz Allen Hamilton upped Mara Worldwide’s global crisis management and the media training unit of Byoir and H&K, Motherway to Head of Government litigation communica- said Osgood helped establish media train- BRelations. tions practice. ing as an important industry service. She served as busi- Ardelt, who’s filled “Peter was a good leader, colleague, and ness development the Managing Director mentor who always displayed a pleasant de- executive for BAH’s post at the indepen- meanor and a positive outlook,” said Scud- military intelligence dent global communi- der. “His strong support of the MediaCom business. Before join- cation agency for more unit that I headed was instrumental in its ing the firm, Mother- than seven years, will success at Byoir and led to the unit being way led business devel- now co-lead Wash- Robert Ardelt incorporated intact into H&K when Byoir opment and strategy at ington, D.C.-based was bought by H&K. We continued our re- BAE Systems. Mara Motherway ­APCO’s crisis and litigation communica- lationship after each of us left H&K to form In her new position, tion practice, which operates in more than his own company.” she is responsible for strengthening BAH’s 80 local markets worldwide. He was Managing Principal in the Os- relationships across the federal government Ardelt will lead a team of crisis and liti- good Global Group from1991-94. and providing input on public policy issues. gation consultants with Executive Director A native of Waltham, Mass., Osgood re- A retired U.S. Naval officer and a gradu- Kent Jarrell, who is based in Washington. ceived a B.S. from Syracuse University in ate of the U.S. Naval Academy, Motherway Prior to joining APCO, Ardelt was a 1965. He was the founding president of the brings nearly 25 years of government and Marketing and Communications Manag- Boston chapter, National Investor Relations private sector experience to her new role.  er at global strategy consulting firm Booz Institute, in 1970 and chaired the Counsel- & Company (now PwC’s Strategy&). He ors Academy of PRSA in 1977-78. He also was previously a Senior Associate at Bur- resided in Wellesley, Mass., and Darien and DeShong checks in at son-Marsteller.  Fairfield, Conn.  MGM Resorts Day becomes B-M Uber alum books ride GM Resorts International hired Debra DeShong as VP-Global In- UK CEO to Facebook Mdustry Affairs based in its DC out- post. urson-Marsteller named Stephen achel Whetstone, who stepped down She’s in charge of Day CEO of its UK operations. Day, as VP-Communications and Pub- media relations and Bwho succeeds Rlic Policy at Uber in April, is joining messaging strategies Amanda Pierce, Facebook in September for the destination joined the firm in in charge of PR for its resort chain that runs 2014 as Managing WhatsApp, Instagram properties such as the Director, UK Practice and Messenger prod- Bellagio, Mandalay Chair, PA and Politi- ucts. Bay and MGM Grand cal Communications. She will report to (Las Vegas), National Debra DeShong In 2016, he assumed Harbor (Oxon Hill, COO of UK responsi- Caryn Marooney, Stephen Day VP-Global Commu- MD) as well as a 56 percent-owned venture bilities. He started his nications. in China. career working for the Conservative Party’s Whetstone joined Rachel Whetstone Most recently, DeShong was Executive Front Bench Trade and Industry Team. 

24 AUGUST 2017 | WWW.ODWYERPR.COM Leveraging social to get your products coverage Social channels provide a great forum to find and pitch targets, and Some businesses have found that using vid- eo with their pitch has been effective at sto- an effective way to secure coverage for your products. rytelling. Just look at how well Purple Mat- By Curtis Sparrer tress’ video tells a story. Don’t tell them your story is unique. If s a marketer for a business, you follow and reach out to different people via you start a pitch saying your story is unique should be using social media to con- social channels. and they have to read and share it, most pitch Anect with and pitch products to jour- How to effectively pitch products receivers are going to delete your message nalists. According to Cision’s 2015 Global Just as there are effective ways to find in- right then and there. In all honestly, with all Social Journalism Study, two-thirds of jour- dividuals to pitch your products to, there the people and business- nalists use social media each day, and 23 are effective ways to pitch your products. es in the world and all percent also accept pitches they receive via Here are a few suggestions on how to go the pitches that person social media. about pitching products. receives, your story may Social media provides a personal space Establish a good social media rap- not be as unique as you to find and pitch targets, and an effective port. Journalists’ inboxes are flooded with think it is. Plus, if you way to get great coverage for your products. pitches every day with names they don’t say it’s unique and they Here’s how you can leverage social channels know. Once you find someone to pitch give you the benefit of to successfully secure that coverage. your product to via a social channel, build the doubt and read on, How to find targets via social channels a rapport with them via said social chan- only to find that your This tactic isn’t anything new. All mar- nel. Don’t be a stalker, but follow them on story isn’t unique, it’ll Curtis Sparrer keters use social channels to find targets Twitter, and interact with some of their discredit your whole to pitch. However, there are some effective posts (i.e., like them, reply to them, and/ pitch. You should never have to tell someone ways you can find them. or retweet them). Doing this regularly over your story is unique or that your product is Search hashtags. Some journalists get on time will get that person familiar with your the most amazing thing on the market since Twitter and Instagram and search hashtags name, so when you do pitch them, they rec- sliced bread. If your story is really unique, to find people who are talking about simi- ognize your name and will be more inclined your target will know it. lar products to theirs or keywords related to to open and hear your pitch. Get right to the point. No editorial pro- their product. The only problem with this is Pitch a story, not your business. This fessional or journalist likes getting buttered that searching a hashtag is going to pull up may come as shocking, but to people who up. They don’t have time to sit and read a lot of posts, and then you have to manu- receive dozens to hundreds of pitches each through chit chat or how this is going to be ally search to find posts published by pro- day, your business and product aren’t inter- such a mutually-beneficial relationship, ei- fessionals who have the right kind of social esting topics. But when you present them as ther. They know why you’re pitching them, following. part of a bigger story, then you’ll get their and the best products and pitches can be Utilize Twitter’s public profile informa- attention. Storytelling is a powerful tool to given in a few sentences. Don’t beat around tion. Twitter’s public profile information is position your product in pitches — when the bush. Get straight to the point, and re- another way you can use this social chan- done right. Doing it right involves having a member that when it comes to PR pitches, nel. Many publications, such as Huffington good strategy, having a good story, visualiz- less is more. Post and Forbes, have public lists on Twit- ing your story, and then powerfully sharing Curtis Sparrer is Co-Founder and Principal ter. You can find these lists by doing a Goo- your story to whomever you’re pitching. at Bospar.  gle search, such as “Forbes list members on Twitter,” or on Twitter’s site on a new ‘Failing’ NYT moves into the black site’s profile. Most news sites have a section for “Lists” next to the “Likes” feature; you he New York Times Co. moved into just might have to click the “more” button, the black during the second quarter, Digital advertising jumped 22.5 percent to which is where you’ll find their list of edi- Tposting a $15.6 million net income, $55.2 million sparked by increased reve- tors and contributors along with their bios. up from a $211,000 red ink performance of nues from the smartphone, programmatic Using this feature lets you easily and a year ago deficit. and branded content segments. quickly find the right individuals with the Operating profit grew to a $27.7 million, Print advertising continued to fall, drop- publication connections you’re wanting for up from $9.1 million in 2016. Revenues ping to $77.1 million as the luxury, real es- the right kind of coverage. jumped 9.2 percent to $407.1 million. tate, telecommunications, technology and “Using social media makes finding and CEO Mark Thompson said NYTC reg- travel categories registered declines. connecting with news editors quick and istered a “strong quarter” in which it grew The Times had an $11.9 million charge easy because it allows you to get hyper-tar- revenue and profitability and made “signif- for streamlining the company’s over- geted quickly,” said Greg Shuey, co-founder icant changes to ensure that the accelera- seas print operation and an $11.7 million and managing partner at Stryde. “You can tion of our digital business continues in the write-off for a partial withdrawal obliga- send out product pitches to numerous out- long-term.” tion under a pension plan. Severance costs lets. The biggest challenge becomes pitch- The Times cracked the 2 million digi- weighed in at $19.3 million. ing them on coverage.” tal-only news subscriber mark during the Thompson expressed optimism for the Use social tools. There are also tools at period. Digital-only subs rose 69 percent to future. “We believe that more and more your disposal to help automate tasks. In the $2.3 million level. people are prepared to pay for high quality this case, BuzzSumo and Upfluence are two Revenues from digital-only news prod- in-depth journalism that helps them make mechanisms you can use to find, analyze, ucts jumped 46.4 percent to $82.5 million. sense of the world,” he said. 

WWW.ODWYERPR.COM | AUGUST 2017 25 O’Dwyer’s guide to FINANCIAL PR & INVESTOR RELATIONS

One Stamford Plaza 263 Tresser Blvd., 9th floor Stamford, CT 06901

Thomas P. Butler, President Butler Associates is the win- ner of the PRSA NY’s 2016 Best Business /Campaign Outcome and 2016 PR News’ Agency Elite awards for its high-level winning communications campaigns. Serv- ing clients since 1996, our firm provides strong, effective corpo- rate, financial, legal, crisis and public affairs strategies that have positive, lasting business building impacts. Our advocacy has had strategic impact for shareholder campaigns, CEO-level messaging and highly visible corporate litigations. Butler Associates is known for develop- ing key messages and relationships Butler Associates earned PRSA-New York’s highest honor, the 2016 Best Business / Campaign Outcome award, at that effectively build and sustain the industry group’s annual gala in the Mandarin Oriental Hotel in Manhattan. our clients’ reputation and brand. Butler Associates continual- Photo credit: PRSA-New York ly achieves significant visibility, spotlights corporate and financial Beehive Strategic Communi- BackBay content-driven approach to devel- leaders, leads or supports winning cation is best known for fresh oping and executing market po- campaigns and delivers clear and Communications insights, creative strategies and sitioning and integrated commu- crisp communication strategies positive connections that create en- nications programs for financial and messaging for a diverse range 20 Park Plaza, Suite 801 during value for our clients. services firms including marketing of clients. Boston, MA 02116 We are inspired by the global strategy, content development, The Butler team includes sea- 617/391-0790 movement toward purpose-driven creative design and multi-channel soned professionals who are com- www.backbaycommunications.com businesses and are committed to distribution of company news and mitted to their clients and deliver using the power of communication perspectives to build brand aware- consistent, measurable results. 33 Cavendish Square ness, credibility and drive new to build better businesses for a bet- London, W1G 0PW The industries we advocate for ter world. +44 (0) 203 475 7550 business for our clients. include finance, banking, real es- Beehive works nationally on Our services include public rela- tate, construction, legal, energy, behalf of leading brands in indus- Bill Haynes, President & CEO tions, branding, website develop- telecommunications, high-tech, tries ranging from healthcare and Jen Dowd, COO ment, marketing materials, videos, travel and hospitality. advertising and social media. education to retail and financial BackBay Communications is Our industry work and experi- services. Our expertise includes an integrated public relations and ence includes: Accounting/Adviso- research, communication strategy, CooperKatz & content marketing firm focused on ry, Asset Management, Banks, Fi- brand positioning, employee en- the financial services sector, with nancial Technology, Hedge Funds, gagement and internal communi- Company, Inc. special expertise in private equity, Insurance, Legal, Private Equity, cation, public relations, social and asset management and fintech. Venture Capital and Wealth Man- digital marketing and crisis com- 205 Lexington Avenue, 5th Floor New York, NY 10016 BackBay is known for helping agement. munication. www.cooperkatz.com companies develop strong brands Beehive Our team of senior strategists has and raise brand awareness through extensive financial services experi- Ralph Katz, Principal thought leadership, media rela- Strategic ence with brands including Associ- Anne Green, President, CEO tions, research and message devel- ated Bank, CU Companies, DCM opment and integrated outsourced Communication Services and Deluxe Corp. CooperKatz & Company offers marketing campaigns. BackBay full-service public relations, digi- has very close relationships with 1021 Bandana Blvd. E., Suite 226 Butler tal and creative services capabili- major business and trade media. St. Paul, MN 55108 ties to a national client base, with With fifteen employees and offices 651/789-2232 Associates, LLC significant industry experience in Boston and London, BackBay www.beehivepr.biz across the financial services in- serves companies across the Unit- Lisa Hannum, President & CEO 204 East 23rd Street dustry. We are highly-regarded for ed States, Europe and elsewhere, Nicki Gibbs, Senior Vice President New York, NY 10010 our strong strategic and creative leveraging global partners. Becky McNamara, CFO 212/685-4600 credentials. BackBay takes a brand-centric, Ayme Zemke, Vice President [email protected] Our 20-plus year track record www.butlerassociates.com

26 AUGUST 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Financial PR & Investor Relations Firms Dukas Linden provides true integrated financial communications services to public 2225 East Bayshore Rd., Suite 106 Public Relations companies and those seeking to go Palo Alto, CA 94303 public. We have a sophisticated un- 650/993-7000 100 W. 26th St. derstanding of the intersection be- New York, NY 10001 Moira Conlon, President 212/704-7385 tween investor and public relations [email protected] and work with our clients to bridge Financial Profiles is a strategic www.dlpr.com any gaps between them. Our senior communications firm that special- team helps companies to mine their izes in creating client value in terms Richard Dukas, Chairman & CEO business assets for “The Street” of reputation, valuation, capital, Seth Linden, President and financial/ business accomplish- Zach Leibowitz, Executive Vice talent or other measurable results. President ments for the trade. This year marks the 10th anniver- sary of the firm, which was founded Dukas Linden Public Relations in 2007 by a group of recognized (DLPR) is a communications part- industry professionals with deep ner for leaders in finance, asset knowledge of communications, fi- management and professional ser- nance and journalism. vices. We create compelling narra- Financial Profiles partners with tives that expand our clients’ share public companies, pre-IPO com- of voice, enhance their brand value panies and asset management firms and — most important — engage for strategic counsel and advice, key audiences in a global market- expertise in value-based corporate place. positioning and messaging, and We’re driven by a passion to access to investors, analysts and deliver targeted strategies and cre- the press. The firm offers a range ative solutions that provide measur- of specialized services including able benefits to clients — and help fully outsourced and project-based their businesses grow and succeed. investor relations, IPO preparation, Our full suite of integrated commu- M&A support, strategic advisory nications services includes: com- services, corporate positioning and prehensive messaging and media Richard Anderson, Senior Manag- narrative, media training and media relations across multiple platforms, ing Director, Financial Services, relations and crisis preparation and content development, crisis and Feintuch Communications management. special situations communications, The firm has a track record of online reputation management and success in leveraging smart counsel internal communications. The firm has a particular exper- and best-in-class communications We serve clients globally through tise in counseling companies in to help companies differentiate and our strategic partnership with MHP crisis situations involving the SEC, distinguish themselves, enhance Communications, one of the U.K.’s DOJ and other types of government their credibility, and build Wall ten largest PR firms, with offices investigations. We provide strate- Street and media support that leads in London, Frankfurt, Hong Kong, gic IR services in-house and part- to growth and access to capital. The Richard Dukas, Chairman and CEO; Singapore and Sydney. ner with best-of-breed providers to firm takes a research-based, cus- and Seth Linden, President, Dukas DLPR’s clients include both well- deliver a full IR platform including tomized and proactive approach to known and emerging companies Linden Public Relations corporate positioning, institutional each client engagement, and nim- in key areas of finance, including: and sell-side targeting, IPO con- bly applies the best talent for each mutual funds, ETFs, wealth man- sulting and road shows, confer- client need from a diverse set of includes the development and agement, hedge funds and private ence call preparation, shareholder skills and expertise with the goal execution of high-impact com- equity, institutional investing, and letters, M&A advice, speaking of achieving measurable ROI. This munications campaigns for such investment banking. DLPR also platforms and more. We also help has led to long-term client partner- financial services clients as: Amer- has a strong professional services privately held companies tell their ships, repeat business and referrals. ican Institute of Certified Public practice, representing firms in law, stories to the financial media. Financial Profiles’ distinct and Accountants (AICPA), CapGem- accounting, insurance, compliance, Financial practice head Rick An- successful financial services prac- ini (Financial Services practice); risk management and management derson is a former chair of PRSA’s tice serves banks, REITs, specialty DealerTrack, Fiserv, Guardian consulting. DLPR also has strong financial communications section. finance and insurance companies, Life Insurance Company of Amer- experience in fintech and B2B FC is a founding member and our as well as asset managers. The ica, Jackson Hewitt Tax Service, technology, and recently launched principal is vice chair of PR World firm also works with companies J.P.Morgan, National Associa- a dedicated technology practice. Alliance, an international alliance across a variety of sectors, includ- tion of Insurance Commissioners of premier independent PR and IR ing consumer, outsourced services, (NAIC), S1 Enterprise; TD Bank Feintuch consultancies. industrials, energy, technology and and analyst firm TowerGroup. Communications healthcare services, and has sub- Our expertise encompasses both Financial stantial experience with companies B2B and B2C offerings and out- 245 Park Ave., 39th Fl. in newly established categories, reach, and extends across a spec- New York, NY 10167 Profiles sectors or asset classes. trum of services. Clients leverage 212/808-4900 Clients appreciate the firm’s keen our award-winning team for needs [email protected] 11601 Wilshire Blvd., Suite 1920 understanding of how Wall Street including: brand positioning, me- www.feintuchcommunications.com Los Angeles, CA 90025 and the media work, including the dia relations, industry analyst re- www.PRWorldAlliance.com 310/478-2700 changing landscape. Financial Pro- lations, digital / social strategy [email protected] files has strong relationships with Henry Feintuch, President www.finprofiles.com and execution, social community Richard Anderson, Senior analysts, investors and the press, management, content marketing, Managing Director 875 N. Michigan Ave., Suite 3100 including success in placing media advertising, video production, col- Chicago, IL 60611 stories in outlets that most impact lateral materials, design; and more. Feintuch Communications (FC) 312/337-3388 business reputation and results.

ADVERTISING SECTION | WWW.ODWYERPR.COM | AUGUST 2017 27 w Profiles of Financial PR & Investor Relations Firms

G&S Business vices public relations and investor sumer at the center of our strategy Carol Graumann, President relations professionals has served and working to uncover the shared Michelle Pittman, Chief Strategy Communications as the agency of record for more value between consumers, brands Officer than 300 financial industry firms and publishers, we facilitate valued Chris Cherry, Director of Client Worldwide Headquarters since our founding in 1990. With information exchanges by modern Services 60 East 42nd Street, 44th floor a strong track record in generat- media that’s individually relevant. Steven Stoke, Managing Director, Interactive Productions New York, NY 10165 ing A-list media coverage and ex- Our dedicated financial services 212/697-2600 Ray Hennessey, Chief Innovation www.gscommunications.com ecuting innovative digital media team has in-depth industry knowl- Officer learnmore@gscommunications. campaigns, there is a reason why edge and helps brands to break com RIAs, asset managers, broker-deal- down silos, navigate compliance JConnelly is a communications ers, mutual funds, banks, insurance and take bold new steps to en- and marketing agency with offic- Luke Lambert, President and CEO carriers, FinTech companies, and gage audiences across mediums. es in NYC, NJ and Chicago. With Steve Halsey, Managing Director, other financial firms call on us. Our portfolio of financial clients public relations at our core, we Business Consulting Our professionals understand the includes T. Rowe Price, Principal transform our clients’ businesses street, market expectations, and and Guardian Life. Imre’s offices and brands by giving them our best G&S Business Communications how to communicate in a highly are located in New York, Los An- knows the value of a reputation on two critical fronts: as communi- compelling, compliant manner that geles and Baltimore. cations professionals at the cutting based on trust and performance. generates interest, creates follow- We provide financial and busi- edge of the industry and as individ- ings, and builds shareholder value. uals who care about the health and ness services clients with strategic We can identify and tell your story, INTERMARKET counsel to give products and firms well-being of our relationships. deliver it to both the buy and sell COMMUNICATIONS We partner with brands to help the leading edge in a high-stakes side, introduce you to investors and marketplace. them expand awareness, connect institutions as well as the financial 425 Madison Avenue, Suite 600 With headquarters in New York, and engage with clients and stake- media that drives markets. New York, NY 10017 holders, influence change, amplify offices in Chicago, Raleigh and Media relations, Investor rela- 212/888-6115 Basel, Switzerland, and affiliates in [email protected] online presence and build com- tions, Social media strategy, Blog- munity. We design and execute 50+ countries, you can rely on our ging and editorial services. Content [email protected] campaigns that are mission driven extensive experience representing marketing. Media training. Issues some of the world’s leading busi- Martin Mosbacher and Matt Zach- to deliver business-critical results. management/crisis communica- owski, Partners Our capabilities include a mix of ness technology companies, data tions. All from a firm that knows security and risk management public relations, content, video, the financial industry and the au- Intermarket Communications is social and crisis communications. firms, insurance providers, ac- diences our clients are seeking to a leading independent provider counting firms, trade associations, The clients we serve are finan- reach. of public relations and marketing cial organizations, highly regulated investment banks and funds, law Media training is available on- services to clients in the global fi- firms and other institutions. companies, high-profile executives site or in our Philadelphia studios. nancial services industry as well as and personalities, consumer prod- From crisis and issues manage- select corporate clients. We offer ment to relationship building with ucts and brands, lifestyle and luxu- IMRE, LLC clients a combination of strategic ry brands and startups. investors, analysts, customers, expertise and informed execution trade members and business me- 909 Ridgebrook Rd., Suite 300 designed to generate the media dia, we cover every angle to miti- Sparks, MD 21152 coverage and social media ampli- JOELE FRANK, gate risk and strengthen your mar- 410/821-8220 Fax: 815/550-1030 fication that builds and maintains WILKINSON ket position. We also offer a deep reputation, and achieves sustained understanding of communication [email protected] www.imre.com results. BRIMMER and disclosure strategies for envi- Founded in 1986, Intermarket ronmental, social and governance Dave Imre, Partner & CEO KATCHER Mark Eber, Partner & Presdent Communications works with cli- (ESG) risks on investments. ents throughout the global business Our portfolio encompasses a Crystalyn Stuart, Partner & 622 Third Avenue, 36th Floor President community, including investment broad array of services to imple- New York, NY 10017 marketplaces and exchanges, lead- 212/355-4449 ment B2B customer experience 6100 Wilshire Blvd., Suite 1110 www.joelefrank.com Los Angeles, CA 90048 ing buy-side and sell-side institu- (CX) studies, brand strategy, con- tions, banks, alternative investment tent strategy, creative, digital and 213/289-9190 providers, technology and service 1 Sansome Street, Suite 2800 social, employee engagement, Christine Zippert, VP providers, top business schools, as San Francisco, CA 94104 insights and analytics, media rela- 60 Broad St., Suite 3600B well as government and industry tions, and sustainability and CSR. organizations. Joele Frank, Managing Partner New York, NY 10004 Matthew Sherman, President 917/477-4800 Service is the key factor that sets Intermarket apart. At Intermarket, GREGORY FCA Joele Frank provides effective Crystalyn Stuart, Partner & all clients work directly with a team and disciplined communications President of experienced financial commu- 27 West Athens Avenue counsel and support to help our Ardmore, PA 19003 nications professionals who un- clients take control in advancing 610/228-2095 Imre is the transformative fi- derstand your business, help shape their business and strategic objec- [email protected] nancial services communications your story, and know how to make tives. [email protected] agency of today. Our approach that story resonate with the audi- www.GregoryFCA.com Our clients range from large, focuses on the real people we are ences you need to reach. FinancialServicesMarketing.com trying to reach instead of mass global public corporations to communications to the “public”. smaller, private enterprises across Joe Anthony, President, Financial It’s a people-led approach that JConnelly many industries. Our profession- Services als have been recognized by our Joe Hassett, SVP, Investor takes consideration of the earned, 135 Fifth Avenue, 7th Floor Relations owned and paid channels in which peers, the financial community and people we’re targeting spend their New York, NY 10010 journalists for their quality work, Seeking a communications part- time. It’s experiential, diverse and 646/922-7770 strategic acumen and creative [email protected] approach to challenging issues. ner that knows the ins and outs of proven to deliver results. www.jconnelly.com the financial services world? Our We don’t earn impressions, we The firm’s practice areas include team of seasoned financial ser- earn attention. By placing the con- Jennifer Connelly, CEO investor relations, corporate com-

28 AUGUST 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Financial PR & Investor Relations Firms munications, transaction commu- 1932 1st Ave., Suite 507 MWWPR is one of the world’s relations, advertising, digital and nications, shareholder activism Seattle, WA 98101 top independent public relations social marketing, investor rela- and corporate governance, crisis 206/792-0427 agencies with a network of eight tions and brand strategy. Padilla www.lanepr.com communications and special situ- offices across the U.S. and in the includes the brand consultancy of ations, litigation support, restruc- Wendy Lane Stevens, Managing UK. We ensure that our clients Joe Smith, the food and nutrition turing and bankruptcy, and private Partner Matter More™ by providing experts at FoodMinds and the re- equity. Amber Roberts, Senior Partner strategic counsel and integrated search authorities at SMS. Joele Frank consistently ranks corporate and financial commu- Clients include 3M, Barnes & among the top PR firms in an- At LANE, we’re not just com- nications programs for both pub- Noble College, Bayer, Blue Cross nounced M&A transactions, de- munications experts. We’re multi- licly-traded and privately-held and Blue Shield of Minnesota, fense against activist investors, faceted business experts who de- companies across a multitude of Cargill Inc., GE, Hass Avoca- and restructurings. liver smart, inspired solutions that sectors and geographies. do Board, Land O’Lakes, Mayo drive growth. Established in 1990, At MWWPR, we have been a Clinic, Prosciutto di Parma, Rock- KEKST we are proud to be one of the lead- leader in financial communica- well Automation, U.S. Highbush ing financial services PR firms in tions for more than 30 years. We Blueberry Council, the Virginia 437 Madison Avenue, 37th Floor the U.S., with extensive experi- have unparalleled insights into Lottery and Welch’s. New York, NY 10022 ence serving clients in retail and the investment community, finan- Padilla has provided investor 212/521-4800 commercial banking, investment cial markets, industry influencers www.kekst.com relations and financial commu- banking, wealth management and the media, knowing what nications services to a variety of James Fingeroth, Chairman and private equity. We’ve also messages resonate with your key clients including, Allianz North Jeremy Fielding, President & advised clients in more than 90 audiences. Our seasoned team America, Patterson Companies, CEO M&A transactions, ranging from has developed and implemented Inc., The Mosaic Company, Piper Many companies or institutions $90 million to multi-billion across comprehensive communications Jaffray and Transamerica. will confront unforeseen events a variety of industries, including programs for a wide range of com- Padilla is a founding member of that could alter their future, pose financial and business services, panies spanning industries from The Worldcom Public Relations unprecedented challenges and po- food and beverage, consumer and multinational Fortune 100 mem- Group, a partnership of 143 inde- tentially set them on a new course technology. bers to rising start-ups. pendently owned partner offices that will redefine the organization In 2016, LANE joined the Finn From IPO planning/counsel and in 115 cities on six continents. and significantly impact key stake- Partners family, one of the world’s traditional investor relations/finan- Make a connection at PadillaCo. holders. What is required in these fastest growing and largest inde- cial communications activities to com. circumstances is an expert, expe- pendent PR firms with over 550 merger & acquisition and restruc- rienced, strategic communications employees globally. We continue turing communications, MWWPR Peppercomm, partner to work with senior man- to provide clients with the excep- has a proven track record of imple- agement and a Board of Directors tional service and tailored strate- menting strategic communications Inc. to: articulate a new business strate- gies of a boutique firm, and have campaigns that support business gy and a vision for success; explain added the reach, network and in- objectives and are responsive to 470 Park Ave. South an enterprise-transforming event tegrated capabilities of a global the unique needs of all internal and 4th Floor North and its significance; successfully powerhouse operating in 14 major external stakeholders. New York, NY 10016 212/931-6100 navigate complex business chal- markets. Our success is predicated on the We are uniquely positioned to [email protected] lenges or crises; build trust and experience of senior level counsel- www.peppercomm.com support among key stakeholders; meet the challenges financial ser- ors and proprietary methodologies and strengthen the organization’s vices companies face in an ev- that combine financial commu- Steve Cody, Co-CEO & credibility, reputation and brand. er-shifting media, competitive and nications/investor relations, rep- Co-Founder Successful execution requires regulatory landscape. Every client utation management, influencer Ed Moed, Co-CEO & Co-Founder superior counsel, judgment and benefits from working directly relations, digital strategies, issues Ted Birkhahn, Partner & expertise, broad experience, and with senior-level PR, digital and management and employee com- President creative strategists who have rel- munications programs to help Ann Barlow, Partner & President, a comprehensive, effective and West Coast intelligent approach for communi- evant education and direct experi- enhance customer/brand loyalty, ence in the financial industry. We Deborah Brown, Partner & cating to all stakeholders. For over build shareholder value and drive Managing Director 45 years companies and institu- couple our in-depth understanding success among all key constituen- Jacqueline Kolek, Partner & tions around the world have select- of the industry with a tenacious cies. Managing Director ed and relied on Kekst to provide approach to connecting with me- Maggie O’Neill, Partner & that counsel and support across a dia and influencers. We deliver Managing Director impactful integrated communica- Padilla wide range of disciplines includ- Peppercomm is an independent- ing: corporate & financial com- tions programs that turn clients Headquarters: into thought leaders. ly owned 21-year-old integrated munications; specialized investor 1101 West River Pkwy., #400 communications and marketing relations; mergers & acquisitions, Minneapolis, MN 55415 MWWPR 612/455-1700 agency headquartered in New shareholders activism & corporate York with offices in San Francisco governance; IPOs & spinoffs; cri- PadillaCo.com Headquarters: and London. Helping clients see sis communications; bankruptcy Dave Heinsch, Vice President/ around the corner and determine 304 Park Avenue South Corporate and Investor Relations and restructurings; and litigation New York, NY 10010 what’s next sets Peppercomm and regulatory support. Lead 212/704-9727 Matt Sullivan, Vice President/ apart from other integrated com- www.mww.com Investor Relations Lead munications and marketing firms. LANE It enables us to push boundaries 6255 W. Sunset Boulevard Padilla is a top 10 independent while mitigating risk for clients A Finn Partners Company Los Angeles, CA 90028 213/486-6560 public relations and communi- in financial services, consumer, 301 East 57th Street cations company comprised of B-to-B and multi-industry sectors. New York, NY 10022 Richard Tauberman, Executive 240 employee-owners. Padilla Our unique approach and dy- 212/302-5365 Vice President builds, grows and protects brands namic workplace attract the best [email protected] worldwide by creating purpose- talent who, in turn, help us win 905 SW 16th Avenue Joe Calabrese, Senior Vice Portland, OR 97205 President ful connections with the people 503/221-0480 [email protected] who matter most through public _ Continued on page 30

ADVERTISING SECTION | WWW.ODWYERPR.COM | AUGUST 2017 29 w Profiles of Financial PR & Investor Relations Firms RF|Binder York, Chicago, San Francisco, co Chronicle, CBS Television and PEPPERCOMM, INC. Los Angeles, London, Houston, NBC Television. _ Continued from page 29 950 Third Ave., 7th floor and Hong Kong, SVC’s highly New York, NY 10022 experienced senior professionals SLOANE & and retain the best clients. While 212/994-7600 are uniquely positioned to provide we’ve won countless awards, we’re [email protected] high quality, objective advice and COMPANY most proud of being named Best [email protected] execution support to clients across [email protected] a broad range of industries. SVC 7 Times Square, 17th Floor Place to Work in New York City www.rfbinder.com by Crain’s New York Business and professionals draw on deep experi- New York, NY 10036 a Best Workplace for Women by ence in finance, law, media, corpo- 212/486-9500 Amy Binder, CEO www.sloanepr.com Great Place to Work® and Fortune. Joseph Fisher, Vice Chairman rate governance, investor relations and public affairs. Our combined years of deep cat- Mike Boccio, Executive Managing Darren Brandt, Whit Clay, egory experience and love of what Director Founded in 1992, SVC’s services Co-CEO’s we do shapes our work. We engage and capabilities include media re- Josh Hochberg, John Hartz, your audiences on every level and Financial services has long been lations, investor relations, market Nevin Reilly, Dan Zacchei, set your brand apart. And we do an important RF|Binder practice intelligence, perception studies, Managing Directors all this to help your bottom-line area. We have worked with some of brand awareness, creative digital Erica, Bartsch, Jenn Dahm, and build your business. So get in the most recognizable brands across content production, video produc- Michelle Peters, Senior VPs touch. We’re all ears. retail banking, asset management, tion, social media and online com- brokerage, mutual funds, financial munications, customer and partner Sloane & Company is a special- technology, insurance, professional communications, employee com- ist public relations firm that focus- RASKY PARTNERS services, and private equity. We are munications and issue advocacy. es principally on corporate and expert in developing fully integrat- financial media relations, investor 70 Franklin St., 3rd flr. relations, crisis communications, Boston, MA 02110 ed corporate reputation campaigns, SITRICK AND 617/443-9933 thought leadership platforms, B2B/ transaction support, business to B2C marketing initiatives, social COMPANY business public relations, and pub- 555 11th Street, NW, Suite 401 media programs, digital influenc- 800/288-8809 lic affairs. Washington, DC 20004 er campaigns, digital planning www.sitrick.com We provide both strategic coun- 202/530-7700 and execution, corporate social sel and tactical support to leading responsibility programs and crisis Los Angeles: 310/788-2850 public and private companies, both Larry Rasky, Chairman & CEO communications. We also help non- New York: 212/573-6100 domestically and around the world. George Cronin, Managing Director San Francisco: 415/369-8470 Our clients represent a wide array Justine Griffin, Managing Director profits and educational institutions Washington, D.C.: 443/977-7215 David Tamasi, Managing Director influence the public conversation of industries — healthcare, finan- about critical issues in financial ser- Michael S. Sitrick, Chairman, cial services, technology, telecom, Rasky Partners is a nationally vices. Importantly, we understand CEO media and travel to name a few. the regulatory and compliance is- Tom Becker, Head of NY Office Because we enjoy a broad world- recognized public and government Mark Veverka, Head of San relations firm with nearly three de- sues that govern communications view and are students of our pro- Francisco Office fession, we can share different ap- cades of experience providing ex- around financial service companies Lt. Gen. H. Steven Blum, (USA ceptional client service to financial and products, particularly in the Ret.), Managing Director & Practice proaches and best practices across service and investment companies digital arena. Our deep experience Lead, Washington, D.C. our client base. that operate at the intersection of enables us to develop and execute We believe in building partner- business, politics and media. measureable programs closely tied Sitrick And Company is widely ships with our clients. We work With offices in Boston and Wash- to business objectives - whether it’s regarded as one of North Amer- quickly and immerse ourselves ington, D.C., Rasky Partners offers working with influencers to drive ica’s leading strategic and crisis fully to understand a client’s oper- a comprehensive range of services online conversation, building a cor- communications firms. While it ations, culture, storylines, oppor- including media strategy and pub- porate brand reputation or integrat- has substantial practices in corpo- tunities and issues. We then build lic relations, government relations, ing with other marketing programs rate, financial, transactional, repu- thoughtful communications pro- reputation management, crisis to drive sales. tational and crisis communications, grams that deliver the right mes- communication and digital media Sitrick is best known for represent- sages, to the right constituencies, to financial clients, including large Sard Verbinnen ing clients facing sensitive issues, using the right vehicles. banks and small, private equity & Co. including reputation management, funds and major insurers to help complex litigation, problems em- STANTON anating from short-sellers, mergers them achieve their business goals 630 Third Ave., 9th Flr. and improve their bottom lines. and acquisitions and restructurings. New York, NY 10017 The New York Times called Sitrick As an independent firm, Rasky 212/687-8080 880 Third Ave. Partners has the flexibility and re- Fax: 212/687-8344 “The City’s Most Prominent Crisis New York, NY 10022 sources to address complex com- [email protected] Management Firm.” Sitrick is not 212/366-5300 www.sardverb.com a traditional PR firm. Business- Fax: 212/366-5301 munications challenges with a [email protected] commitment to serve our clients’ Week said, the “firm is known for George Sard, Chairman & CEO going atomic on opponents, using www.stantonprm.com interests first. We are dedicated Paul Verbinnen, President to providing consistent, strategic ‘truth squads,’ ‘wheel-of-pain’ Alex Stanton, CEO hands-on engagement at all levels, Sard Verbinnen & Co (SVC) is tactics and high-profile journalists Tom Faust, Charlyn Lusk, Manag- as each client team – including the a leading strategic corporate and (who write profiles).” The general ing Directors senior professionals – is highly en- financial communications firm counsel of a major publicly-traded George Sopko, Katrin Lieber- gaged, from the beginning to the recognized for its work in M&A, company wrote simply in an email, wirth, VPs end of each client engagement. corporate positioning and profile “You saved the company, literal- raising, shareholder activism, re- ly.” The firm’s senior executives Stanton provides strategic public structurings, corporate governance, include former reporters, editors relations and brand marketing to View and download profiles of executive changes, crisis communi- and correspondents from such clients across a spectrum of indus- hundreds of PR firms specializing in cations, special situations, litigation media organizations as the New try sectors and sizes — from global more than a dozen industries at: support, IPOs and cybersecurity. York Times, Wall Street Journal, firms to mid-size leaders and en- www.odwyerpr.com With more than 150 employees Bloomberg, Barron’s, Forbes, the across its seven offices in New Los Angeles Times, San Francis- _ Continued on page 32

30 AUGUST 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION

Profiles of Financial PR & Investor Relations Firms w – disruptive forces, category pio- ride-share accounts, and a manda- and unwavering commitment to STANTON neers, unknown leaders and won- tory, three-month sabbatical every your success. _ Continued from page 30 der women, the agency defines its four years of employment. mission to work with a new genera- The agency supports a range of Weber tion of visionaries in need of public firms across the financial spectrum, trepreneurial enterprises. Clients relations, digital/social marketing, from established global institu- Shandwick are attracted to — and find a home demand generation and creative tions to disruptive fintech startups. at — our firm because we deliver 909 Third Avenue services. 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Following one of its most DTCC, Elevate, FeeX, Golub Cap- Liz Cohen, Executive VP, New York plines including media relations, successful years, ranked as the 10th ital, Hyannis Port Research, Insti- Nick Oborne, Director, London corporate brand messaging, digital fastest growing firm in the US and tutional Investor Journals, Investo- and social media, executive visibil- Weber Shandwick’s Financial second fastest in the Southeast, the pedia, LendIt, Mediant, Misys, ity, thought leadership, reputation Communications practice has the firm has moved from a service-fo- Money Lion, M Science, Museum & crisis management, and internal market-specific expertise, experi- cused to outcome-driven philoso- of American Finance, PeerStreet, communications. Our understand- ence and strategic financial com- phy, building customized programs Polaris, SmartBiz, Remesh, Quan- ing of the business and financial munications skills of a specialist around growth, value, leadership titative Brokers, Synechron, Tabb worlds—and the media covering firm, along with the resources and and engagement. Group, Tradebird, Virtus Partners, them— allows us to position cli- international reach of a full-service Owning the industry’s number and WorldRemit. ents effectively within a broader global agency. This enables us to one retention rate, having lost one Say hello at info@fullyvested. context. successfully execute cross-border staffer to an agency in 14 years, the com. Our senior professionals spend announcements in any and all re- firm is known for its progressive, the majority of their time on client gions around the world, including culture-rich programs like Red work and aren’t afraid to ask tough Water & Wall EMEA, Asia Pacific and Latin With Ted, CooleafPro, Farm to T/K questions, challenge assumptions, America. We were ranked as the and Greenworks. For more infor- Group and suggest bold solutions. Flex- #8 PR Firm for M&A in 2016 by mation, visit trevelinokeller.com. ibility, collaboration, responsive- 19 West 21st Street, Suite 1202 The Deal as well as the #11 PR firm ness, and bureaucracy-free service New York, NY 10010 globally by deal value in 2016 by are the hallmarks of our client re- Vested 212/625-2363 Mergermarket. Our team is com- lationships. [email protected] prised of MBAs, former invest- 12 E. 33rd Street, 2nd Floor Clients: 3i, Aberdeen Asset Man- www.waterandwallgroup.com ment bankers, lawyers, journalists, New York, NY 10016 investor relations professionals as agement, ACL, Albright Capital 917/765-8720 Andrew Healy, Partner Management, Assurant Bain Capi- [email protected] Scott Sunshine, Partner well as savvy media relations ex- tal, Carl Marks Advisors, Conning twitter.com/vestedsays perts, all of whom can navigate the Asset Management, CVC Capi- facebook.com/teamvested Water & Wall Group is an most complex financial announce- award-winning integrated com- ments, as well as shape the media tal Partners, Donnelley Financial Dan Simon, Chief Executive Offi- Solutions, FFL Partners, FilBen cer: [email protected] munications and marketing agen- coverage post-announcement. As Group, HGGC, Lovell Minnick Binna Kim, President: binna@ cy specializing in public relations, experts in communications around Partners, Makena Capital, One fullyvested.com content strategy/development and mergers and acquisitions, spin-offs, Equity Partners, Pine Brook, Sun Ishviene Arora, Chief Operating corporate and crisis communica- bankruptcies and restructurings, Capital, Tanenbaum Center for Officer: [email protected] tions. Our team has helped count- initial public offerings, investor re- Interreligious Understanding, TD Eric Hazard, Chief Executive less financial and professional lations, special situations and issues Ameritrade, and Vertical Bridge. Officer of Vested Ventures: services entities build their brands, management, Weber Shandwick [email protected] articulate investment intelligencia, counsels listed and privately-held TREVELINO/ Named the world’s fastest ironclad their reputations, navigate companies and organizations on growing public relations agency, crises and drive asset flows. a global basis, advising clients KELLER Vested is an integrated communi- We’ve worked with some of the on many of the largest and most cations firm focused on the future best-known brands in the indus- complex issues and transactions. 949 W. Marietta St. of finance. The agency’s approach try, and have helped others grow We work closely with clients and Suite X-106 merges deep financial expertise from emerging businesses into their advisors to ensure consistent, Atlanta, GA 30318 with a creative, inclusive envi- household names. Our financial targeted outreach to key stakehold- 404/214-0722 X106 and X105 ronment to deliver integrated, ers, including investors, analysts, [email protected] industry experience includes retail/ [email protected] award-winning campaigns to its institutional asset managers, hedge employees, customers, vendors www.trevelinokeller.com clients. funds, private equity funds, VC and journalists to support effective www.groovy-studios.com Vested is a founding member of firms, ETF providers, wealth man- communications around critical the Global Fintech PR Network agers, fintech companies, invest- financial transactions and issues Based in one of the strongest fi- and established the public relations ment consultants and more. And both locally and globally. Weber nancial services and fintech mar- industry’s first agency-run invest- our professional services experi- Shandwick’s financial communi- kets in the country, Atlanta-based ment group, Vested Ventures, to ence extends to law and account- cations team has an on-the-ground Trevelino/Keller has built a bal- make direct investments in finance ing firms, management and regula- presence in leading financial cen- anced financial services practice, and financial technology startups. tory change consultants, executive ters and can draw upon unmatched cutting across fintech and tradition- At Vested, all full-time staffers compensation specialists and real local market expertise to identify al services, including peer to peer have the opportunity to earn divi- estate companies. and mobilize advocates. Our estab- lending, credit unions, payment dend-yielding shares in the compa- We’re as careful at selecting our lished relationships with key finan- processing, factoring, merchant ny. 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32 AUGUST 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION TTOOOOPP ’DWYER’FI’DWYER’FINNAANCNCIAIALL PRPR && IINNSSVEVE SSRARATTOORR RERENNLLKIKIATIATIONSONSNNGG FIRFIRSSMSMS

Firm Net Fees (2016) Firm Net Fees (2015) 1. Edelman, New York, NY $73,582,000 25. Verasolve, Potomac, MD $730,000

2. ICR, New York, NY 38,698,896 26. 360PR+, Boston, MA 561,825

3. Prosek Partners, New York, NY 20,350,000 27. Beehive Strategic Communication, St. Paul, MN 556,350

4. APCO Worldwide, Washington, DC 10,443,300 28. North 6th Agency (N6A), New York, NY 520,504

5. Peppercomm, New York, NY 6,145,095 29. Havas Formula, New York, NY 506,000

6. Dukas Linden Public Relations, New York, NY 5,148,601 30. Greentarget Global LLC, Chicago, IL 505,000

7. RF | Binder Partners, New York, NY 4,306,351 31. Trevelino/Keller, Atlanta, GA 475,000

8. Gregory FCA, Ardmore, PA 4,000,000 32. InkHouse Media + Marketing, Waltham, MA 325,000

9. Bliss Integrated Communication, New York, NY 3,904,000 33. rbb Communications, Miami, FL 316,280

10. Intermarket Communications, New York, NY 3,825,000 34. French | West | Vaughan, Raleigh, NC 302,645

11. Vested, New York, NY 3,580,000 35. Feintuch Communications, New York, NY 247,269

12. BackBay Communications, Boston, MA 2,810,365 36. McNeely Pigott & Fox Public Relations, Nashville, TN 196,537

13. Makovsky, New York, NY 2,628,000 37. IW Group, Inc., West Hollywood, CA 177,000

14. Lambert, Edwards & Associates, Grand Rapids, MI 2,150,000 38. PAN Communications, Boston, MA 156,058

15. Finn Partners, New York, NY 2,103,000 39. Moore Communications Group, Tallahassee, FL 112,227

16. Padilla, Minneapolis, MN 1,869,560 40. Rosica Communications, Paramus, NJ 72,100

17. G&S Business Communications, New York, NY 1,582,996 41. Landis Communications, San Francisco, CA 70,000

18. Pierpont Communications, Houston, TX 1,401,073 42. Marketing Maven Public Relations, Camarillo, CA 69,099

19. KCD Public Relations, San Diego, CA 1,095,026 43. Lovell Communications, Nashville, TN 44,939

20. Akrete, Evanston, IL 1,066,428 44. Public Communications Inc., Chicago, IL 22,320

21. CooperKatz & Co., New York, NY 1,000,805 45. Power Group, The, Dallas, TX 20,000

22. LANE, Portland, OR 969,011 46. Schneider Associates, Boston, MA 12,000

23. Rasky Partners, Inc., Boston, MA 920,600 47. O’Malley Hansen Communications, Chicago, IL 5,000

24. Jackson Spalding, Atlanta, GA 798,071 48. Standing Partnership, St. Louis, MO 1,985

© Copyright 2017 The J.R. O’Dwyer Co. FEATURE A communications plan for cybersecurity breaches

Professional services firms are increasingly becoming the targets of cyberattack. Here’s how a tactical and strategic cyber theft-specific crisis communications plan can protect firms’ data as well as their brand reputations. By Josh Merkin

hile big retailers continue to be a er that a well-crafted plan can prevent the breach was the result of an employee or top target for data thieves, profes- devastating loss of clients and revenue, it’s software error, how much data was com- Wsional services firms are increas- worth making it a priority. promised and by whom. It’s better to con- ingly finding themselves as targets for cy- Who: When thinking about the “who,” sider these scenarios in advance, another ber hackers. This is due to the vast amounts there are three different things to consider. reason it is beneficial to have all the key de- of valuable client data they manage and a The first is who should be involved in cre- cision makers involved in the development reputation for being easier targets because ating the communications plan. A firm’s process. employees at these firms are currently less managing partner/director, CEO, etc. may Where: A crisis plan’s suspicious and cautious, especially when it leave that in the hands of a marketing or “where” should capture comes to phishing scams. communications director, but that isn’t nec- all the channels the Even though some professional service essarily the best course of action. Instead, firm has available to firms are finally getting the message and crisis plans should have input from the communicate its mes- investing more in software and consultants firm’s executive management team, as well sages to its audiences. to prevent cyber theft, one area where a lot as the IT department, legal counsel, admin- There are many ways of companies fall short is in developing a istrative leadership, HR executives and any to do this including so- cyber theft-specific crisis communications communications agency and software ven- cial media, email, snail plan. dors (if applicable). While the plan creation mail, e-blasts, phone Josh Merkin So far this year, several international and can be led by marketing/PR personnel, it is trees and direct in-per- U.S.-based law firms and accounting firms necessary to get strategic high-level input son communication. Depending upon the have reported attempted cyberattacks. from senior leadership and department situation, the firm may decide one of the ­Recognizing these threats, professional as- heads to ensure that all scenarios and con- channels is preferred over another or they sociations within these industries are start- cerns are covered. may decide to use them all, but as part of ing to draft new rules and regulations put- A second “who” to consider is the re- the planning process, executives should ting more pressure on firms’ leadership to sponse team should the firm become a be thinking about the ways that will make make sure their data is protected. For exam- victim of a cyberattack. If data is compro- most sense depending upon the scenario ple, in May, the American Bar Association’s mised, even if an attack is thwarted, imme- and actions needed. Standing Committee on Ethics and Profes- diate decisions with potentially significant When: While a cyberattack may leave a sional Responsibility issued new guidance and lasting impacts will need to be made. lot of uncertainties, the “when” in a crisis for lawyers as it relates to their handling of Also, the actions and activities outlined plan should identify the point at which the client data. Even though the ABA does not in the plan will need to be implement- plan will be implemented and the triggers set final rules over attorneys, this is another ed. Therefore, it’s important as part of the that will activate the response team. For clear indication to the industry that data se- planning process to determine who the key this part, there will likely be a lot of con- curity must be considered a priority. decisions-makers are, how will they be as- tingencies i.e. when this occurs, then this Without a comprehensive and strategic sembled when the time comes and who is should happen. This section should be very crisis communications plan, firms will be taking on which specific tasks. detailed and specific because, regardless of in reactive mode and making key decisions The last “who” is about the audiences or how good a plan is, if it’s not rolled out in that could negatively affect their brand rep- stakeholders the firm will need to com- the right sequence and everyone involved utation. While these plans do require a fair municate with. These will likely include isn’t clear on that process, a situation can be amount of work, with the right roadmap, employees, clients, and possibly media, made worse by timing missteps. the task doesn’t have to be too daunting. professional associations, law enforcement We can reasonably expect that profes- One way to go about creating their plan and even government entities. sional service firms will continue to be is by borrowing from an old journalism What: The “what” of a crisis communica- the targets of cyberattack. Therefore, it’s trick and using the 5Ws: who, what, when, tions plan includes basic key messages and incumbent for responsible practitioners to where, and why. Here’s how these can be categories of information the firm will need be prepared. While investing in prevention implemented: to share with its audiences in the event of measures like cybersecurity software, pro- Why: This may seem obvious, but it’s still a data breach. Even though some informa- fessional experts and education is import- surprising how many firms don’t have a cri- tion may need to be adjusted in the mo- ant, it shouldn’t be at the price of a detailed sis communications plan in place, ­especially ment depending upon the specifics of the tactical and strategic communications plan for something specific like a data breach. situation, there is still a lot of boilerplate for a worst-case scenario. The upfront in- Often this is because they don’t want to in- content that can be assembled in advance. vestment of time and resources to create vest the time or financial resources. Other These may include a holding statement for a plan is just plain smart. It offers the po- times, it just gets pushed to the bottom of press, internal and external memos, a news tential to protect the firm’s reputation and the list of priorities since it isn’t something release and messaging for the firm’s digital revenue in the long run. that has an immediate or direct impact on channels and website. There will also be Josh Merkin is Vice President at rbb Com- business profit. However, if you consid- questions to address such as whether the munications.

34 AUGUST 2017 | WWW.ODWYERPR.COM A silver lining amid fewer print pubs and reporters

A shrinking media landscape means fewer outlets for PR practitioners to shop their clients’ stories, but growing opportunities exist for savvy media relations specialists who know how to make their pitches stand out in a crowd. By Frank Tortorici

ity the poor PR practitioner. Despite have known this just by looking at a media And the fact that every terrestrial media an explosion in social media, the tra- database, since fewer reporters mean less giant has an online counterpart just as in- Pditional media relations landscape is specialization; a business reporter these fluential in effect doubles your chances of shrinking dramatically, and with it go the days just may cover every aspect of the coverage. When dealing with a huge media chances of landing substantial ink for their business world. entity such as Forbes, it’s wise to do your clients’ stories. In addition, it’s imperative to hone in on homework and investi- Every day comes news of another jour- why your story should be covered right gate sections relevant to nalism giant axing a major part of its lead- away. Less space means that many pitches your clients’ expertise ing daily newspaper. Business/finance sec- that would have been considered worthy of both in the hard copy tions are shrinking, and many papers are a story 10 years ago will now be discarded magazine as well as on now using wire service reports for national in favor of more urgent ideas. Make sure forbes.com. This publi- news and sometimes even reviews. you convey to the reporter you target that cation is a great exam- Thinner newspapers and magazines mean your startup is now currently developing ple of one that often has fewer opportunities for PR practitioners the state-of-the-art solution to a key busi- separate reporters — to feature their clients. In many cases, not ness need whether it’s keeping networks some online and some only are there fewer reporters per beat — secure or distributing knowledge quickly in print — covering the Frank Tortorici for instance, one or two finance journalists and efficiently throughout an organization. same beat. Often this instead of a whole team — but the talented A reporter is more likely to call you back if means you’ll be lucky enough to secure a few remaining may be asked to be a Jack or you can tell him/her your client has the best story in at least one of these mediums, and Jill of all trades. For example, it’s not un- solution to a common problem and that it is if you really hit the bullseye you might be usual for the lifestyle reporter to also be available now rather than in a few months. able to score with your client appearing reviewing local restaurants or for the tech The shrinking media landscape also both in the actual publication as well as on specialist to also cover new products. means that PR executives must consider its website. All of this compression means that media ever more carefully where to shop their The important thing is to not look at me- relations specialists need to be savvier and stories. Daily newspapers as thick as the dia these days and get discouraged. Yes, the craftier than in the past to land a big story. New York Times are becoming a thing of the number of reporters at media organizations The news angle you’re pitching needs to past. It’s also true that the number of mag- of all sizes is decreasing. But every month stand out in a crowd more than ever but also azines is heading down, but they still offer there’s likely a new website popping up in be urgent enough for the targeted reporter more opportunities because they specialize your client’s field or an established publi- to make time for your story amid ever-de- in either a specific industry or locale. Your cation is launching an online section that creasing chunks of available time and space. Boston-based client will have a greater covers your client’s industry. A frequent complaint of journalists is that chance of getting ink in a publication that Also, being a PR executive today means PR people don’t read their stories or their specializes in Massachusetts rather than you must have extreme patience. Unless publication at all. It’s now crucial to get to in the Boston Globe, since the amount of your news is breaking news, it is likely that know deeply the outlet you’re targeting. space for stories about local businesses has your client’s story will take time to get into Yes, you can look up reporters’ beats on Ci- been greatly reduced in daily newspapers. print. The fact that many reporters now sion, but there’s no way to truly know the Also, be sure to consider getting your client wear more than one hat means that it’s tak- actual possibilities for your client’s story in industry publications. These magazines ing them longer to research, write, finish short of picking up the paper and studying might not have the circulation of a large and then get editorial permission to publish. it or logging on to its site frequently. newspaper but they have at their disposal Today’s successful public relations exec- You’ll see that the finance writer some- reporters who specialize in tech, pharma, utive knows that it’s important to do more times covers tech stories or that a business finance or whichever area in which your thorough media research on the possibili- writer will often do reviews of a new con- client excels. These reporters might have ties still out there for coverage and to cast sumer product. Supplement your reading worked once at a big newspaper while now their nets wide to see what “fish” of all types of the paper with a Google search. That is, they are earning a living at the best peri- they can pull in. If you’re lucky, you have once you find out which reporter you are odicals which cover the industry in which a client knowledgeable enough to appreci- targeting, then comb through his/her past they specialize. ate that a solid mixture of online, trade and stories to see the breadth of their expertise A decade ago, a client may have scoffed general publications on your company pack and coverage. at a story about their company appearing just as much of a punch as an article in a If the business reporter you think is best only online, but these days a significant major daily newspaper. for your cybersecurity story has written a amount of space for your story in a major Pity the poor PR practitioner? Maybe not good deal in the past about hackings and online outlet such as The Daily Beast or The just yet. malware, then you’ve done your homework Huffington Post is considered a coup. Some Frank Tortorici leads Marketing Maven’s and can feel comfortable about speaking of these websites also are bucking the trend finance and professional services media rela- with him/her about interviewing your ran- and often adding reporters rather than let- tions. He can be reached at frank@market- somware expert. You probably wouldn’t ting them go. ingmavenpr.com.

WWW.ODWYERPR.COM | AUGUST 2017 35 O’Dwyer’s guide to PROFESSIONAL SERVICES

BackBay Fax: 212/840-1663 agency delivering results for many Yes, press releases are part of the www.blissintegrated.com of Florida’s top law and accounting mix but our expertise lies in content Communications firms. By utilizing a systematic ap- creation, leveraging advertising, Elizabeth Sosnow, Meg Wildrick, proach to bridge new and tradition- negotiating better rates and stand- 20 Park Plaza, Suite 801 Managing Partners Boston, MA 02116 al media, our clients have an edge ing out at trade shows. Cortney Stapleton, Partner in rising above Florida’s highly Together, we align audiences 617/391-0790 Michael Roth, Partner, Healthcare www.backbaycommunications.com Vicky Aguiar, Alexis Odesser, competitive professional services with news hooks that resonate and market. result in earned stories, while help- 33 Cavendish Square Greg Hassel, Julia Mellon, Keri Toomey, Reed Handley, Sally For more than 25 years, clients ing you build powerful relation- London, W1G 0PW have turned to BoardroomPR for ships to increase exposure through +44 (0)203 475 7550 Slater, VPs creative solutions to increase vis- sponsorships and press tours. Bill Haynes, President & CEO Bliss Integrated Communica- ibility, establish credibility and Since 1997 we have focused on Jen Dowd, COO tion’s roots in professional ser- ultimately make their phones ring. relationship-building, bringing in- vices run 40 years deep. We count Our highly experienced team of stant credibility to our clients’ busi- BackBay Communications is among our clients some of the na- former journalists, multimedia ness and providing unparalleled an integrated public relations and tion’s leading consulting, law and and web marketing specialists and services to tell their story and gen- content marketing firm focused on accounting firms, non-profits and senior marketers have more than erate results that we are all proud the financial services sector, with associations, as well as innovative 100 years of combined experience of. special expertise in private equity, technology-enabled B2B solutions counseling attorneys, accountants asset management and fintech. providers. Our clients operate and their firms. Services include CooperKatz & BackBay is known for helping across industries including retail, media relations, press conferences, Company, Inc. companies develop strong brands manufacturing, healthcare, tech- media training and crisis manage- and raise brand awareness through nology and more. ment, social media, website mar- 205 Lexington Avenue, 5th Floor thought leadership, media rela- Because professional services keting, video production and new New York, NY 10016 tions, research and message devel- companies go to market on intan- business development training. www.cooperkatz.com opment and integrated outsourced gibles (ideas, expertise, education, Whether you are a specialized marketing campaigns. BackBay advocacy, services), we create Ralph Katz, Principal boutique, a statewide firm or a Anne Green, President / CEO has very close relationships with messages that codify our clients’ Florida office of an out-of-state major business and trade media. unique selling propositions to help firm, we can help bring you to the CooperKatz has extensive ex- With fifteen employees and offices them stay consistently visible in next level. BoardroomPR has the perience supporting professional in Boston and London, BackBay the media and relentlessly valuable experience and know-how to get services organizations, including serves companies across the Unit- to the markets they serve. the job done. management consulting firms, in- ed States, Europe, and elsewhere, We’re energized by complex dustry analysts, research organiza- leveraging global partners. ideas and translate them into dif- Bob Gold & tions and trade associations. The BackBay takes a brand-centric, ferentiated marketing programs agency offers a unique integration content-driven approach to devel- that are achievable, on-strategy Associates of marketing, public affairs, dig- oping and executing market po- and high-impact. We treat our cli- ital / social and creative services sitioning and integrated commu- ents’ businesses as our own, diving 1640 South Pacific Coast Hwy. capabilities to support clients in: nications programs for financial deep to build a seamless under- Redondo Beach, CA 90277 developing thought leadership pro- services firms including marketing 310/320-2010 standing of your brand, goals and Fax: 310/784-1050 grams; executing research; provid- strategy, content development, path to growth. We are channel-ag- [email protected] ing high-level media training; con- creative design and multi-channel nostic, focused foremost on help- www.bobgoldpr.com necting experts with timely issues; distribution of company news and ing you attract and retain the right driving content marketing strate- perspectives to build brand aware- audiences at the right time in the Bob Gold, President gies; securing op-eds, bylines and ness, credibility and drive new sales cycle. Bob Gold & Associates is a re- speaking opportunities; conceiving business for our clients. sults-driven, boutique-sized agency and leading digital / social media Our services include public re- BOARDROOM headquartered in Southern Califor- strategies; and developing presen- lations, branding, website develop- nia with a satellite office in New tations, meetings, events, videos, ment, marketing materials, videos, COMMUNICATIONS, York City and a global PR network trade advertising and collateral ma- advertising and social media. of partner firms. We provide clients terials. Our professional services Our industry work and experi- Inc. with strategies that resonate and experience has included engage- ence includes: Accounting/Advi- engage, propelling businesses for- ments for such clients as: Amer- sory, Asset Management, Banks, 1776 N Pine Island Road, Suite 320 Fort Lauderdale, FL 33322 ward with an immediate, positive ican Institute of Certified Public Financial Technology, Hedge 954/370-8999 impact on the bottom line. Accountants (AICPA); American Funds, Insurance, Legal, Private www.boardroompr.com Whether you are a start-up or Society of Composers, Authors and Equity, Venture Capital and Wealth [email protected] Fortune 500 firm in the entertain- Publishers (ASCAP); Association Management. ment technology industry, a content of National Advertisers (ANA); Julie Talenfeld, CEO Capgemini Health; Gap Interna- Don Silver, COO creator or simply looking to build Bliss Integrated your business, we will enhance tional; Guardian Life Insurance When law and accounting firms your brand story and secure more Company; Jackson Hewitt Tax Communication seek out the very best and brightest buzz for your budget. Service; Millward Brown; National Florida PR and marketing experts, Our goal is to educate media and Association of Insurance Commis- Member of The Worldcom Public they count on Boardroom Commu- analysts about your organization, sioners (NAIC); Navigant; Nielsen Relations Group Media Research; Noblis Health In- 500 5th Ave., #1640 nications (DBA BoardroomPR). share your expertise, and demon- We are a full-service public re- strate the effectiveness of your novation; PwC; Siegel+Gale; Tow- New York, NY 10110 erGroup and TowersPerrin. 212/840-1661 lations and integrated marketing solutions.

36 AUGUST 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Professional Services PR

Hope-Beckham Thomas Ryan, CEO [email protected] Inc. Don Duffy, President [email protected] 1900 Century Place, Suite 250 Scott Tangney, Managing Director Atlanta, GA 30345 [email protected] 404/604-2600 ICR brings a wealth of experi- www.hopebeckham.com Twitter: @HBIpr ence working with tax, accounting and compliance firms, manage- Bob Hope, President & Co-Founder ment consultants, law firms, exec- [email protected] utive search firms, HR consulting Paul Beckham, Chairman & firms, associations and other crit- Co-Founder ical services organizations. Our [email protected] innovative campaigns have earned the most prestigious communica- Bob Hope and Paul Beckham are tions and digital awards. As a top two of the most well-known names five independent corporate com- in public relations and have been munications agency, ICR can as- since well before the inception of Henry Feintuch, president, Fein- semble the ideal integrated team Hope-Beckham Inc. in 1994. Their needed to achieve business objec- tuch Communications vast backgrounds helped pave the tives. Our current client base and InkHouse Co-Founder & CEO Beth way for a firm known for staying knowledge spans 20 sectors. Monaghan Feintuch up-to-date on the latest trends in Our integrated communica- public relations. They’re often Communications tions campaigns help differentiate asked to advise clients how to brands and build thought leader- 256 West 38th Street navigate choppy waters, and their 245 Park Ave., 39th Fl. ship in fiercely competitive indus- New York, NY 10018 New York, NY 10167 deliverables keep those clients tries. The results include more new 646/975-5142 212/808-4900 coming back for more of their in- business opportunities, stronger 91 Clemence Street [email protected] novative ideas. reputations, and new talent. Start- www.feintuchcommunications.com Both are active in the commu- Providence, RI 02903 ing with a proprietary immersion 401/633-8110 www.PRWorldAlliance.com nity and sit on numerous boards process, we create customized including Atlanta Convention & Henry Feintuch, President communications programs in- Beth Monaghan, CEO & Co-Founder Richard Anderson, Senior Visitors Bureau (Bob) and Emo- volving positioning, messaging, [email protected] Managing Director ry Center for Ethics (Paul). They top-tier media relations, executive Tina Cassidy, EVP & Chief consider their clients “friends” Content Officer Looking for senior hands-on visibility, content, social media, and their “friends” are some of the marketing, digital communica- [email protected] support and demonstrated ROI Jason Morris, EVP & General most recognizable names in Atlan- tions, measurement and more. for your professional services or- ta. As members of Rotary Club of Manager, West Coast ganization… but not big agency Contact Scott Tangney, Managing [email protected] Atlanta, they never miss an oppor- Director, scott.tangney@icrinc. ­overhead? tunity to network with established Nicole Bestard, EVP & General Feintuch Communications is an com, 646-277-1299 Manager, New York businesses and start-ups alike. [email protected] award-winning b-to-b firm with According to this dynamic duo, InkHouse extensive experience in working “Connectivity and know-how re- InkHouse is breaking the agen- with professional services firms sult in award-winning big ideas!” 260 Charles St., Suite 200 cy mold. We’re making traditional and associations from legal, ac- Waltham, MA 02453 media relationships relevant again. counting, real estate and technol- ICR inkhouse.com And we’re breaking down creative ogy to market research, branding, Twitter: @InkHousePR silos with integrated PR, content, digital media, media buying and 781/966-4100 social media, design, filmmaking more. 685 Third Ave., 2nd flr. [email protected] New York, NY 10017 and paid editorial all in one place. We collaborate with our clients We value progress over process, to help package the core essence 646/277-1200 550 Montgomery Street, Suite 450 [email protected] San Francisco, CA 94111 but we also believe in the power of of their offerings and what makes www.icrinc.com 415/299-6600 measurement. We’re bi-coastal, 10 them a standout in their field. years old, 100 people, and one of Then, we develop a smart market- the fastest growing agencies in the ing and strategy to help build their country. brand, burnish their thought lead- Founded in 2007, InkHouse’s ership and generate leads/revenue. steady growth can be attributed Tactics typically include strategic to the company’s longstanding media relations (business, finan- reputation for solid PR and con- cial, trade), speaking platforms, tent campaigns, and deep bench of special events, social media, as- experienced communications pro- sociation marketing and awards/ fessionals, former journalists and honors programs. creative thinkers on staff. Our firm is a founding member We partner with global brands, of PR World Alliance, an inter- Fortune 100 enterprises, venture national alliance of premier inde- capital firms and technology com- pendent communications consul- panies at any stage of their life- tancies. Clients can leverage our cycle. Our client roster runs the network to implement projects gamut from enterprise technology throughout Europe, Asia, Africa (fintech, security, cloud, wearables, and South America. Our principal is CFO of PRWA and a past presi- Hope-Beckham President & Co-Founder: Bob Hope (left) and Chairman & dent of PRSA-NY. Co-Founder Paul Beckham (right). _ Continued on page 38

WWW.ODWYERPR.COMWWW.ODWYERPR.COM | AUGUST 2017 37 Profiles of Professional Services PR

fessional services. We are able to tackles high-profile issues such as take our clients’ complex messages health care, energy and environ- and package them in concise for- ment, finance and water. mats that are compelling to print, Whether the politically savvy broadcast, online and social media. PCG team is managing a compli- Importantly, we have demonstrat- cated issue, running a statewide ed, time after time, that successful initiative campaign, leading a positioning can generate new busi- high-profile coalition or helping ness and retain existing clients for clients communicate, shape and professional service firms. influence with a mix of traditional We reach our clients’ targeted and digital strategies, we achieve audiences through highly credible success by building strong rela- means beyond paid advertising. tionships with policymakers, the Our professional services agency media and corporate influencers. Marketing Maven booked client Paul Amelio founder of N2 Global Solu- clients retain us to position them as We excel at working with local and experts, to generate feature profiles state governments. Since the com- tions on Cheddar TV to discuss the SuperSocket. in leading business media, to ghost- pany’s founding, we have worked with Fortune 500 companies, ma- mergers and acquisition stakehold- write article submissions for pro- jor industry associations and chari- er communications to reputation fessional trade publications, and to INKHOUSE table organizations. management for educational in- coordinate high-profile interviews _ Continued from page 37 PCG provides services for an stitutions, our strategic execution in leading newspapers, magazines, array of clients including: Pharma- is core to the success of our cam- radio, and TV news formats, local- ceutical Research & Manufactur- SaaS), to professional services, paigns for financial and profes- ly, regionally and nationally. ers of America, Bonnie J. Addario venture capital, healthcare, educa- sional services clients. From individual practitioners to Lung Cancer Foundation, Part- tion, consumer and real estate. Marketing Maven is 8(a) cer- large international firms, our cli- nership to Fight Chronic Disease, With offices in Boston, Prov- tified by the U.S. Small Busi- ents are positioned through stra- California Association of Health idence, San Francisco and New ness Administration, Women’s tegic initiatives including local, Underwriters, California Chronic York, InkHouse is well-positioned Business Enterprise (WBE), has national and international media Care Coalition, California Area to serve both national and interna- WOSB status with the government relations campaigns, media train- Agencies on Aging. tional clients looking for dynamic, and DBE, CUCP and CPUC certi- ing and messaging, article/edito- thoughtful integrated communica- fication. rial ghostwriting and submission, tions campaigns. website writing, design and op- timization, email campaigns, so- RASKY PARTNERS MARX LAYNE & cial media and online reputation Marketing 70 Franklin St., 3rd flr. CO. management, planning and im- Boston, MA 02110 Maven plementation of seminars, direct 617/443-9933 mail campaigns, design, and writ- 31420 Northwestern Highway 1460 Broadway, 1st Floor Suite 100 ing and printing of brochures and 555 11th Street, NW, Suite 401 New York, NY 10036 Farmington Hills, MI 48334 newsletters. Washington, DC 20004 212/967-5510 248/855-6777 ext. 105 And Marx Layne does all of this 202/530-7700 www.MarketingMavenPR.com [email protected] while continuing to respect the [email protected] www.marxlayne.com correlation between dollars spent Larry Rasky, Chairman & CEO [email protected] by our professional service firm, George Cronin, Managing Director Michael Layne, President Justine Griffin, Managing Director Los Angeles Headquarters clients and results. David Tamasi, Managing Director 310/994-7380 Marx Layne & Co. has a long Rasky Partners is a nationally Lindsey Carnett, CEO & President and successful track record of PERRY positioning professional services recognized public and government Natalie Rucker, Director of COMMUNICATIONS relations firm with nearly three Business Development firms as industry leaders in their respective sectors. GROUP decades of experience providing Bicoastal integrated marketing For more than twenty-five years, exceptional client service to pro- and strategic communications our experienced account execu- fessional service organizations 980 9th Street, Suite 410 that operate at the intersection of firm, Marketing Maven, focuses on tives have launched results-fo- Sacramento, CA 95814 media relations, investor relations, cused communications campaigns 916/658-0144 business, politics and media. issues management, crisis com- for attorneys, accountants, finan- Fax: 916/658-0155 With offices in Boston and munications and public affairs. cial institutions, financial planners, www.perrycom.com Washington, D.C., Rasky Partners We are in constant communication turnaround-managers, architects @KassyPerry offers a comprehensive range of with key financial media, analysts, and engineers. Our proven ability services including media strategy Kassy Perry, President/CEO and public relations, government shareholders and influencers on to exceed client expectations has Julia Spiess Lewis, Senior Vice behalf of our clients. From tradi- earned us a reputation as a valued relations, reputation management, President crisis communication and digital tional earned media to new forms partner to our clients. Jennifer Zins, Vice President of social engagement, Marketing With our depth of experience, media to professional services cli- Maven drives conversations while we combine the most effective Perry Communications Group ents in the healthcare, education, maintaining a positive reputation marketing strategies to help pro- is an award-winning, full service energy, legal, real estate, financial for clients by delivering newswor- fessional service providers build strategic communications firm. and technology industries. thy messages to key audiences, us- brand equity and reputation, sell Led by Kassy Perry, PCG shapes As an independent firm, Rasky ing a range of platforms. services, enhance credibility, and ideas, galvanizes opinions and Partners has the flexibility and re- From high profile litigation, solidify relationships with their influences decisions ultimate- sources to address complex com- bankruptcy or restructuring an- clients, referral sources, prospects ly leading to social change. The munications challenges with a nouncements, analyst calls with and other stakeholders. PCG team helps clients positive- commitment to serve our clients’ media, public affairs issues with At Marx Layne & Company, we ly impact public policy issues not interests first. We are dedicated utilities companies, law enforce- understand the subtle nuances and only in Sacramento, but through- ment association communications, legal issues when marketing pro- out California and the U.S. PCG _ Continued on page 40

38 AUGUST 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION

Profiles of Professional Services PR

•Defining target audiences, influ- accelerate awareness and engage- encers and key opinion leaders ment, and help our clients achieve •Honing the positioning, story measurable growth. Through in- and key messages; tailoring mes- tegrated marketing strategies, we sages by each audience create multiple brand touch points •Developing measurable, inte- with customer and stakeholder grated and creative PR, social me- audiences while generating sig- dia and internal/external communi- nificant awareness in converged cations programs media channels, including marquis •Proactively communicating with placements in publications such as clients the Wall Street Journal, the New •Aggressively securing measur- York Times, The Huffington Post, able results; benchmarking against and ABC Nightline. pre-determined objectives Schneider Associates is a •Repurposing and leveraging full-service public relations and content and PR coverage to aug- integrated marketing communi- ment tradeshow marketing, SEO, cations agency specializing in online reputation management, di- Launch Public Relations®, a pro- rect marketing and other activities prietary method of launching new Olympian and New Jersey native Laurie Hernandez was the the master of and revitalizing iconic products, ceremonies at this year’s The Boys and Girls Clubs in New Jersey annual Schneider services, companies, institutions Youth of the Year Gala. Laurie is pictured here with Susan Haspel, State and communities to build aware- Director of The Boys and Girls Clubs in New Jersey and Chris Rosica, Associates ness, excitement and sales. Visit President of Rosica Communications. www.schneiderpr.com. Member of the Worldcom Public communications, content market- Relations Group RASKY PARTNERS ing, corporate communications, Tunheim _ Continued from page 38 cause marketing, tradeshow sup- 2 Oliver Street, Suite 402 port, direct marketing, media train- Boston, MA 02109 8009 34th Avenue S. 617/536-3300 Suite 1100 ing and influencer relations. Rosi- Minneapolis, MN 55425 to providing consistent, strategic [email protected] ca’s social media services include www.schneiderpr.com 952/851-1600 hands-on engagement at all levels, strategy, management, branding, www.tunheim.com/ as each client team – including the content development/optimization Joan Schneider, Chief Executive senior professionals – is highly en- and follower acquisition. Our on- Officer & Founder Kathy Tunheim, CEO & Principal gaged, from the beginning to the line marketing team, based in New Phil Pennellatore, President Pat Milan, Chief Insights Officer end of each client engagement. Windsor, NY, specializes in SEO, Lindsay Schroeder Treichel, online reputation/reviews manage- Successfully communicating Chief Transformation Officer Rosica ment, online advertising (PPC and key messages to diverse audiences Brian Ortale, Chief Financial social ads) and website develop- in the ever-changing digital age is Officer Communications one of the biggest challenges fac- Liz Sheets, Chief Marketing Officer ment. Darin Broton, Stan Alleyne, As a “thinking partner” focused ing today’s corporate leaders. Senior Consultants 21-00 Route 208 South, #130 on achieving client objectives, Ros- Schneider Associates has created Fairlawn, NJ 07410 ica creates and executes thought public relations and integrated mar- For 27 years, Tunheim has suc- 201/843-5600 leadership programs with clearly keting communications programs cessfully helped clients navigate Fax: 201/843-5680 for hundreds of financial services [email protected] defined KPIs and metrics. We craft complex change with thought- www.rosica.com compelling, authentic stories and providers, law firms, commercial ful and creative communications www.bloggerreach.com effectively disseminate our clients’ real estate brokers and developers, counsel. Our mission is to be the good news to support their sales ef- engineering and environmental premier communications consult- Chris Rosica, President forts. Our process includes: firms, colleges and universities, ing company in the region by of- •Strategically identifying our cli- private schools and nonprofit orga- fering our clients the best pool of Rosica Communications is an ents’ business and marketing goals nizations. The agency’s programs talent and unparalleled service. We integrated PR and online market- operate by the fundamental beliefs ing firm that promotes and protects that well-informed people make companies, brands and people. good decisions and effective com- Founded in 1980, the firm serves munication is a critical component a diverse clientele in the B2B and of successful business strategy. professional services, pet products, Rethinking is our methodology. consumer packaged goods, food It means looking inside everything, and beverage, healthcare and non- to think outside everything. Partic- profit sectors. Our PR, social media ularly, we help our clients rethink and communications capabilities how they must be understood by for professional services companies their stakeholders. We take on cli- include positioning and messaging, ent goals as our own and tailor our thought leadership, media relations, approach for each unique client social media management, crisis and situation. Clients benefit from our application of research, market O’Dwyer’s September issue will analysis and experience. We bring profile Beauty & Fashion PR firms. insight. We develop strategy. We If you would like to be profiled, commit to flawless delivery. contact Associate Editor Steve Tunheim’s executive team. Front row (L-R): Pat Milan, Chief Insights Offi- We are a certified woman-owned Barnes at 646/843-2089 or cer; Liz Sheets, Chief Marketing Officer. Back row (L-R): Kathy Tunheim, business and a member of IPREX, CEO + Principal; Brian Ortale, Chief Financial Officer; Lindsay Schroeder the second largest independent [email protected] Treichel, Chief Transformation Officer. global agency network. 

4040 AUGUSTAUGUST 20172017 || WWW.ODWYERPR.COMWWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’TOP PROFESSIONASL S RAERVICNES KIPR FIRNMSGS

Firm Net Fees (2015) Firm Net Fees (2015) 1. Edelman, New York, NY $96,865,000 27. PAN Communications, Boston, MA 780,291

2. Finn Partners, New York, NY 11,005,000 28. Havas Formula, New York, NY 701,000

3. Prosek Partners, New York, NY 7,170,000 29. Pierpont Communications, Houston, TX 691,309

4. Jackson Spalding, Atlanta, GA 6,540,342 30. Greenough, Boston, MA 540,142

5. Greentarget Global LLC, Chicago, IL 6,536,000 31. Beehive Strategic Communication, St. Paul, MN 408,844

6. Bliss Integrated Communication, New York, NY 4,514,400 32. Power Group, The, Dallas, TX 401,681

7. Rasky Partners, Inc., Boston, MA 4,032,202 33. Standing Partnership, St. Louis, MO 348,596

8. 5W Public Relations, New York, NY 3,700,000 34. L.C. Williams & Associates, Chicago, IL 346,563

9. Quinn, New York, NY 3,433,547 35. The Buzz Agency, Delray Beach, FL 333,596

10. Moore Communications Group, Tallahassee, FL 3,081,170 36. Public Communications Inc., Chicago, IL 302,264

11. Peppercomm, New York, NY 2,698,922 37. SPM Communications, Dallas, TX 234,044

12. rbb Communications, Miami, FL 2,695,935 38. Marketing Maven Public Relations, Camarillo, CA 222,286

13. Ripp Media/Public Relations, New York, NY 2,574,401 39. Rosica Communications, Paramus, NJ 179,833

14. Padilla, Minneapolis, MN 2,196,520 40. Maccabee, Minneapolis, MN 176,480

15. CooperKatz & Co., New York, NY 2,110,934 41. IW Group, Inc., West Hollywood, CA 144,000

16. Sachs Media Group, Tallahassee, FL 1,999,448 42. TransMedia Group, Boca Raton, FL 140,000

17. French | West | Vaughan, Raleigh, NC 1,966,007 43. WordWrite Communications LLC, Pittsburgh, PA 104,000

18. Schneider Associates, Boston, MA 1,805,329 44. Landis Communications, San Francisco, CA 100,000

19. Makovsky, New York, NY 1,314,000 45. Trevelino/Keller, Atlanta, GA 100,000

20. Konnect Agency, Los Angeles, CA 1,262,302 46. Akrete, Evanston, IL 70,360

21. Gregory FCA, Ardmore, PA 1,100,000 47. Lovell Communications, Nashville, TN 54,087

22. North 6th Agency (N6A), New York, NY 1,020,081 48. Intrepid Agency, Salt Lake City, UT 51,750

23. Fish Consulting, Hollywood, FL 981,000 49. Feintuch Communications, New York, NY 45,210

24. McNeely Pigott & Fox Public Relations, Nashville, TN 855,811 50. O’Malley Hansen Communications, Chicago, IL 28,000

25. Verasolve, Potomac, MD 821,000 51. Bob Gold & Associates, Redondo Beach, CA 10,133

26. Inkhouse Media + Marketing, Waltham, MA 805,610 52. Red Sky PR, Boise, ID 2,013

© Copyright 2017 The J.R. O’Dwyer Co. OPINION Professional Development The failure of Donald Trump’s PR By Fraser Seitel Sorry, Mooch. aside, in private, point out deficiencies and Left to his own instincts, Trump is a walk- suggestions to improve. hat took him so long? ing public relations disaster; the original Trump, on the other hand, who can hard- After months of working as “Ready Fire Aim.” ly be classified a “competent executive,” WWhite House Press Secretary for Trump’s recent New York Times inter- seems to delight in public shaming, espe- a boss who offers zero guidance, zero trust view with three rabid Timesmen eager to cially of those who work for him. and maximal public abuse, Sean Spicer fi- roast him, is the latest example of bad in- The emperor has no clothes nally resigned. stincts getting worse. The Times’ interview, And that, in the final analysis, is the real Good for him. in which Trump, inexplicably, berated his reason that any public relations profession- Every day, Spicer own Attorney General and once most ar- al is probably doomed working for Donald went to work dent supporter Jeff Sessions, was appar- Trump. (Are you listening, Sarah Sanders?) knowing that his ently concocted by the President himself. Donald Trump is the original man born function was un- Accompanying him to the crucifixion was on third base who thought he hit a triple. appreciated, his Hope Hicks, a longtime Trump public re- His father owned miles of debt-free real counsel ignored lations defender not especially known for estate in Brooklyn and Queens, which ul- and his contribu- pushing back. timately bailed out his overreaching son tion to any public The interview had no strategic purpose, when he verged on bankruptcy. Critics ac- understanding of no talking point game plan, no reason to cuse Trump of being a blatant self-promot- the Administra- be conducted. In other words, pure Trump. er, who lacks humility and tends to, ahem, Fraser P. Seitel has tion’s actions, vir- Real estate mogul Trump’s wrongheaded stretch the truth. been a communications public relations instincts could be hidden And, of course, they’re right. consultant, author and tually impossible. teacher for more than Here are the five by selective media exposure. Candidate So, for any professional public relations 30 years. He is the au- reasons why any Trump, the anti-Washington outlier, could person to accept a position with this White thor of the Prentice-Hall press secretary, no also get away with misguided public rela- House, they must first get a promise, in ad- text, The Practice of matter how com- tions decisions. vance, that their advice will be listened to, Public Relations. petent – be it An- But President Trump, in the spotlight their position will be respected, and they thony Scaramucci, 24/7, has no place to hide. will never be bad-mouthed publicly. Sarah Huckabee Sanders, Laura Ingraham No advice wanted That requires a public relations person or Mother Theresa – is doomed to fail with A professional public relations person who is self-assured, confident in his or her Donald Trump as their boss. aspires to become a counselor, advising his expertise and independently wise, not to No understanding of/respect for PR employer as to the most optimal commu- mention wealthy; in other words, an indi- Most CEOs haven’t the slightest idea what nications strategy and messaging to realize vidual willing to walk away the moment the public relations is all about, but since they organizational goals. Commander-in-Chief violates the promise. pay for it, they accept the function, work A smart employer will consider public Sean Spicer clearly wasn’t that individual. to understand it and, in some cases, grow relations counsel equally with legal coun- But I bet he feels a lot better today than he enormously to respect it. sel; arriving at a decision that is balanced did last week.  Not so Donald Trump. between what is legal and what is right. A He doesn’t understand that public rela- savvy boss will include his public relations PR news brief tions is all about building positive relation- person in all high-level discussions. Squire Patton Boggs powers ships, by communicating clearly and hon- In the White House, Spicer groused about estly, actions in the public interest. Positive being limited in his access to the President. Westinghouse public relations is built on truth and trans- The former Press Secretary learned early Squire Patton Boggs is working for bankrupt West- parency. and often, Trump doesn’t want public rela- inghouse Electric as parent company Toshiba shops In Trump’s view, public relations is there tions advice. He knows what to do, and you for a buyer for the maker of nuclear power plants. to do his bidding, to communicate what he don’t. So shut up and do what he says. Westinghouse filed for Chapter XI in March due to financial pressure from massive cost overruns on wants when he wants it, regardless of ap- Check please. two plants under construction in South Carolina and propriateness or veracity. Public relations, Second guessing/public shaming Georgia, a drop in natural gas prices, the rise of alter- Trump feels, requires no particular skill One reason Sean Spicer chose to cut back native solar/wind power sources and safety concerns or experience. That’s why he appointed a on the daily televised White House Press that intensified after the 2011 Japanese earthquake hedge fund manager to run his communi- Conference was that his boss would fa- that rocked the Fukushima reactor. SPB counsels Westinghouse on matters related to cations office. mously sit in front of a TV in a nearby office bankruptcy matters as well as issues concerning the Trump considers himself a master of pub- and rate his Press Secretary’s performance. Committee on Foreign Investment in the US, which lic relations (He’s not.). And he considers Usually, Spicey failed; whereupon Trump blocks foreign entities from acquiring an American his public relations spokesmen as necessary would let it be known publicly how dis- company due to national security concerns. The Trump Administration could use CFIUS to block evils. pleased he was. a bid for Westinghouse by Chinese investors. An impossible workplace for a profes- A good boss, of course, first informs his China is in the midst of a nuclear power plant sional public relations person. trusted subordinates about what’s going on, building spree with 20 reactors currently under con- Public relations instincts are all wrong discusses with them how issues should be struction. At his White House media introduction, handled and then gives them latitude in Former Senators John Breaux (D-LA) and Trent Lott (R-MS) are members of SPB’s Westinghouse team. Communications Director Scaramucci handling difficult questions from the me- Toshiba bought Westinghouse for $5.4 billion a credited his new boss for having the best dia. If occasionally, said subordinates mess decade ago. public relations instincts. up, a competent executive will bring them

42 AUGUST 2017 | WWW.ODWYERPR.COM Financial Management Obtaining higher profitability in the PR industry By Richard Goldstein sis and pricing. Accurate cost information for the agency should approximate $2.775 is especially important for PR agencies million not $2.0 million. Accordingly, the ’ve authored many a column on PR firm because competition can be fierce among agency has failed to earn $775,000 of ad- profitability and what it takes to be a prof- agencies. ditional revenue. The real problem is when Iitable agency. The benchmark in the in- Here’s a homework assignment for you: the test result comes up with $85 hour. This dustry has been 20 percent. I’ve always felt look up Activity Based Costing for service is not as uncommon as you would think that 20 percent profitability leads to medi- industry firms and determine if this meth- among smaller agencies. ocrity. od of understanding the cost of providing Labor cost is next on the list. According Based on Gould services to customers should be considered to the Gould survey, total labor cost is 58.9 Partners’ PR agen- by your agency. percent, up from 58.5 percent. According cy report for 2016, Guaranteeing low profitability to the survey this is too high and an indica- profitability of the Based upon the Gould reports, many tion that salaries, bonuses and freelance la- surveyed firms is agencies are experts in this area. So, what bor have not been managed tightly. Model 15.2 percent. Agen- can cause low profitability in addition to firms keep it as low as 50 percent. Frankly, cies under $3.0 not understanding the cost of providing I find it difficult for firms operating in key million in revenue services to your clients? markets (New York City, Los Angeles, Chi- netted 14.3 per- Low profitability is a direct result of not cago) to meet the 50 percent mark. In fact, cent, while firms managing your engagements properly or in my experience, agencies with poor cash up to $10 million knowing how to price the engagement. Ei- flow and profitability benchmark at 70 per- Richard Goldstein is netted 14.6 percent. ther of these can result in always operating cent to 80 percent. a partner at Buchbind- Agencies up to $25 in crisis mode. Therefore, if labor is 70 percent and op- er Tunick & Company LLP, New York, Certified million netted 17.4 Fear of losing a client is next. Fear leads, erating overhead is approximately 26 per- Public Accountants. percent and those in my view, to over servicing. If it’s not fear, cent, total cost is 96 percent. You can do the more than $25 mil- please let me know why you over-service math.  lion netted 18 per- at your agency. I’m happy to publish your cent. So much for the industry benchmark comments, a top ten list if you will. PR news brief of 20 percent! The Canadian firms that par- Thinks about the last time you hired a Account exec, data scientist, ticipated in the Gould survey averaged an contractor to work on your home. You ar- CMO named top ad jobs operating profit of 23.4 percent. rived at a price and the contractor started In my view, the industry goal needs to be work. An unforeseen event arose that re- The world of advertising is brimming with new 33 percent. For many agencies 20 percent is quired the contractor to make a change or opportunities across a growing number of diverse a push, let alone 33 percent. Nevertheless, do the job differently or you wanted a mod- skill sets, with account executive, data scientist, market research analyst and chief marketing officer the bar needs to be set at 33 percent. There’s ification to the work to be completed. Did now comprising some of the hottest positions in the a definite path that needs to be followed to the contractor over service you? Or, did you industry this year, according to a new report on the obtain 33 percent. In the past, I’ve outlined learn two key words: “Change Order?” best jobs in advertising by job search site CareerCast. the road to profitability. This month I will The test of profitability With a reported annual median salary of $127,560 and a growth outlook of nine percent, advertising ac- again give my views on this subject. In my experience, smaller agencies (less count executive was ranked by CareerCast as one of The building block to profitability than $2.0 million) generally have lower the top jobs to land in advertising in 2017. The most basic principle of profitability profitability for the reasons mentioned Chief marketing officer, with a median salary of is to know what it will cost your agency to above. When I meet an agency that seems $99,310 and projected growth of seven percent, was service a client. PR principals ask this ques- to have profitability issues, I review three cited as another top position to have in the industry. Data scientists, who perform quantitative research tion for many purposes, including formu- basic factors (similar to a medical profes- on consumer trends and interpret numbers to help lating overall strategies, service emphasis, sional performing a basic examination). agencies and corporate creative departments shape and meeting reporting obligations. The first test is the revenue per profes- their strategies, was cited this year, perhaps sur- The PR agency needs to understand the sional test. I generally multiply the total prisingly, as a coveted position in the industry, with an annual median salary of $111,260 and a current basic principles of job costing. When we full time employees (or its equivalent) growth outlook of 16 percent. think of job costing, a manufacturing com- by $200,000. I would expect to see a $2.0 Web developers, which have a growth outlook of pany may come to mind. While this is often million agency with ten professionals as 27 percent and an annual median salary of $66,130; correct, the PR agency needs to know the having $200,000 for this benchmark. Ac- market research analysts, with a growth outlook of cost of providing services to each client be- cording to the Gould survey, revenue per 19 percent and an annual median salary of $62,560; and social media managers, with a growth outlook of fore the service is rendered, not after. Job professional was $211,995 for 2016. This is six percent and an annual median salary of $58,020, costing is a system where costs are assigned a key indicator of productivity of profes- were also listed as other promising fields in the in- to a distinct unit, batch, or product or ser- sional staff. dustry this year. vice. The product or service is often custom The second test is to divide revenue by In fact, social media manager was ranked number 42 this year by CareerCast out of the top 200 best made, such as providing unique services to billable hours (note: this is not part of the jobs to have in the U.S., due to the job’s quality work a customer. Gould survey). Smaller agencies are hard environment and high projected growth rate, even PR agencies provide customers with ser- pressed to tell me how many billable hours when taking into account the relatively high levels of vices or intangible products. Within the are generated. I usually use 1,500 hours per stress that come with the position. PR sector, jobs often differ considerably professional or some other amount that CareerCast’s analysis comes as part of the job search site’s annual “2017 Jobs Rated Report,” in terms of their length, complexity, and agency management feels is appropriate. I which scores professions by compiling U.S. Bureau of resources used. It’s critical for agencies to would like to see an average billing rate of at Labor Statistics numbers on growth outlook and pay. know their job cost for profitability analy- least $185 per hour. In this case, the revenue

WWW.ODWYERPR.COM | AUGUST 2017 43 WASHINGTON REPORT Raytheon’s Esper takes Army post

resident Trump has recruited Mark Esper, who heads Ray- theon’s Washington lobbying operation, for the Army Sec- Pretary post. The West Point graduate and Gulf War vet leads Raytheon’s 20-member Arlington office and runs its po- litical action committee. The maker of Tomahawk cruise missiles, which is among the top five defense contrac- tors, chalked up more than $28 billion in reve- nues from its 65,000-plus employees. Esper joined Raytheon in 2010 from the US Chamber of Commerce, where he led its national party operations during the general election. Earlier, he Global International Property Center and Eu- was National Coordinated Campaign Director of the Democratic rope/Eurasia divisions. Senatorical Campaign Committee and then its political chief. Earlier, he was Executive VP-Defense & Mark Esper International at Aerospace Industries Assn., Uber puts Ballard in Driver’s seat Director of National Security Affairs for former Senate Majority Leader Bill Frist and Deputy Assistant Secretary of Defense.  ber has retained Ballard Partners of Florida, which has close ties to the Trump White House, for its Washington lobbying Levine is first Berlin/Rosen COO Uteam. Brian Ballard, top fundraiser for the President who chaired avid Levine, a top aide to President Obama and Hillary Trump Victory organization in Florida, opened a D.C. outpost Clinton, has moved to BerlinRosen, the Democratic public earlier this year. He also helmed the Sunshine State’s presidential Daffairs shop, as its first COO to oversee its finance, HR and campaigns for John McCain and Mitt Romney. operations functions. Uber faces key issues in D.C. including privacy, data security and Valerie Berlin, co-Founder of the Manhattan shop, noted that regulations regarding driverless vehicles. Levine’s management savvy would help guide Ballard heads a lobbying team that includes Dan McFaul, one- BR as it grows to more than 110 staffers. time legislative director to Florida Congressman and now “Morn- “He will drive high-functioning operations, ing Joe” co-host Joe Scarborough, Sylvester Lukis, veteran of the talent and recruitment to support our work as Dept. of Health and Human Services, and Rebecca Benn, ex-aide we continue to scale,” she said. to Mississippi Senator Thad Cochran. Levine served as Chief of Staff in the Obama Tallahassee-based Ballard has offices in West Palm Beach, Mi- White House responsible for 234 people and ami, Orlando and Jacksonville. National Operations Director at Obama for Uber spent $1.4 million in Washington lobbying during the past America, which ranks as the largest presiden- year.  tial campaign. David Levine He was deputy COO for Clinton’s presiden- tial bid and in charge of its wind-down strategy. Amazon appoints lobbying support Prior to joining the Obama team, Levine was National Opera- amid sales tax salvo tions Director for the Democratic National Committee and Dep- uty COO for M+R Strategic Services. mazon.com has retained government relations firm Mc- Founded in 2005, BR has worked for Samsung, Ford Foun- GuireWoods Consulting for Capitol Hill support on tax-re- dation, Brooklyn Public Library, Communications Workers of lated issues.  A America and New Hampshire Senator Maggie Hassan. The e-commerce giant has retained MWC for help with the Mar- ketplace Fairness Act of 2017, which would restore state govern- Naple joins STG ments’ ability to collect sales taxes from retailers with no physical presence in their state. The Internet’s largest retailer has also hired ike Naple, an Obama Administration alum, has joined MWC to lobby in response to the Remote Transaction Parity Act, STG, the public affairs shop founded by Democratic which gives states the authority to enforce state and local sales and Moperatives Julianna Smoot and Paul to use tax laws on remote transactions. Tewes. Finally, McGuireWoods will also advocate on behalf of the Se- The former Dept. of Health and Human Ser- attle-based retailer in regard to the testing and operation of un- vices Communications Director for Human manned aerial vehicles in the U.S. Services also worked on the staff of Congress- A seven-person team manages the Amazon account, including man Jerry McNerney and as Press Secretary Senior Advisor Michael Drobac, who previously led government for the Brady Campaign & Center to Prevent affairs for Netflix and was also director of government affairs for Gun Violence. IAC/InterActive Corp. as well as VP-government affairs at the On- Smoot, a prolific fund-raiser, was National line Publishers Association. Finance Director for the 2008 Obama cam- Mike Naple Drobac was formerly Congressional aide to Senators Gordon paign. As deputy campaign manager for the Smith (R-Ore.) and Kay Bailey Hutchinson (R-Tex.) as well as a 2012 run, Smoot and her team raised more than $1 billion. Legislative Director for Sen. Norm Coleman (R-Minn.). Tewes directed Obama’s key win in the Iowa caucus and headed MWC staffs more than 1,000 lawyers in 23 offices worldwide. 

44 AUGUST 2017 | WWW.ODWYERPR.COM International PR News

Chinese leader Xi Jinping’s failure to lean on North Korea Qatar hands $1M pact to IMS over its missile launches. He warned China’s president that the US is willing to act atar, which is locked into a diplomatic tussle with its Arab neigh- alone if China fails to “put a heavy move on North Korea.” bors, has hired Information Management Services to a $1.3 mil- The Times reported the honeymoon between the two presi- Qlion, three-month engagement. dents is over following Washington’s decision to sell weapons Hired by Qatar’s information office, IMS is to provide research, com- to Taiwan, threaten trade sanctions and brand China as a hu- munications and strategic support to the Gulf State. man trafficker. The firm’s will focus on areas such as situational awareness, open Brown is the former manager of The Beatles and director of source analytics, strategic counsel and direct support and engagement. Apple Corps.  The contact is renewable in quarterly increments of $375,000 per- month. Saudi Arabia, Bahrain, United Arab Emirates and Egypt have main- Sorini Samet targets US tained an air, land and sea blockade of Qatar for the past month. Their foreign ministers on July 5 vowed to continue the pressure until officials for Haiti Qatar cuts ties with Islamist groups and shuttered its free-wheeling Al Jazeera satellite TV network, which has been a thorn in the side of the orini Samet & Assocs, which had been promoting in- Gulf States. vestment in Haiti through the Association of Industries The sanctions, according to Reuters, have triggered a wave of nation- Sof Haiti, is now targeting US government officials and alism in Qatar and support for its 37-year-old ruler Sheikh Tamim. Congress in an effort bankrolled by the Haitian government. Qatar, which is rich with natural gas, is the world’s wealthiest nation The Haitian Central Bank and Haiti Center for the Facilita- on a per-capita basis.  tion of Investments is funding the campaign aimed at Trump Administration officials and members of Congress. The Association asked SS&A to arrange meetings for Haiti’s China gives PR ticket to ride to BLJ Ministry of Commerce and Industries to discuss matters such as extension of the Caribbean Basin Trade Partnership and he People’s Republic of China filed a $24,000 per-month contract HOPE/HELP legislation. with BLJ Worldwide effective June 28 for ongoing PR services. Established in 2000 by President Clinton, the CBTP created T Peter Brown’s firm is to support programming and activities 40,000 jobs in Haiti, serving as a major boost to its troubled of Beijing’s DC embassy with services such as drafting/editing state- economy. ments, media monitoring, social media, spokesperson training, crisis President Trump, who ran an election campaign geared to management and special events. returning manufacturing jobs to the US, is not viewed as a President Trump, according to the New York Times, is frustrated by strong proponent of the CBTP.  FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS 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 communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

BLJ Worldwide LTD, Washington, D.C., registered June 29, 2017 for Embassy of the People’s Republic of China in the U.S., Washington, D.C., to provide public relations services in support of the Embassy’s programming and activities. Fratelli Group, Washington, D.C., registered June 30, 2017 for Delegation of the European Union to the U.S., Washington, D.C., regarding a one-day workshop for business leaders and other key stakeholders focusing on policy advocacy. diGenova & Townsing, LLP, Fairfax, VA, registered July 24, 2017 for Kurdistan Democratic Party Seventh Branch (USA & Canada), Fairfax, VA, regarding counsel on the September 2017 Referendum on Independence and DOD funding.

Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House 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 www.senate.gov.

Chambers, Conlon & Hartwell, LLC, Washington, D.C., registered July 25, 2017 for Uber Technologies, Inc., San Francisco, CA, regarding discus- sion of app-based technological advancements, deployment of self-driving vehicles for commercial purposes, and issues relating to FAA reauthoriza- tion and DoD guidance on TNC access to military installations. The Outlaw Group, Alexandria, VA, registered July 25, 2017 for American Massage Therapy Association, Evanston, IL, regarding regulatory pro- posals that may impact massage therapy. Kamins Consulting, Annandale, VA, registered July 27, 2017 for Victims of Terrorism – East Africa, Chicago, IL, regarding compensation for U.S. Government employees killed or injured in bombings of U.S. Embassies in Africa in 1998. Cassidy & Associates, Inc., Washington, D.C., registered July 27, 2017 for American Wind Energy Association, Washington, D.C., regarding wind energy siting issues. McDermott Will & Emery LLP, Washington, D.C., registered July 26, 2017 for Lumina Analytics, Tampa, FL, regarding efforts to increase awareness and use of big data and machine learning to identify and prevent terrorist activity.

WWW.ODWYERPR.COM | AUGUST 2017 45