The Fashion Issue Why Fashion Pr Pros Are Taking More Creative Roles Online

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THE FASHION ISSUE WHY FASHION PR PROS ARE TAKING MORE CREATIVE ROLES ONLINE

PHILANTHROPY RULES THE ROOST AT BLOG CONFERENCE September 2011 | www.odwyerpr.com COMPANIES UNVEIL ‘TWEEN’ OUTREACH EFFORTS Septmagazine:Layout 1 8/31/11 12:06 PM Page 2

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Vol. 25, No. 9 September 2011

EDITORIAL PHILANTHROPY BEATS Social media inspires change, FREEBIES AT CONFERENCE depicts changing world. Corporate sponsors at popular blog 6 16 conferences are now taking the opportunity to advertise their social respon- SUMMER’S EVE DELIVERS sibility wares. NOT-SO-FRESH MARKETING Summer’s Eve recently pulled a MEDIA LANDSCAPE PUTS PR series of television ads in response8 to PROS IN CREATIVE ROLES accusations they perpetuate stereotypes A dearth of editorial expertise at blogs about black and Latina women. 18 has put many creative decisions in the 16 hands of those crafting PR messages.

CRISIS PLANS, CONFIDENCE LACKING AMONG EXECS. PROFILES OF BEAUTY According to a new study, security & FASHION PR FIRMS breach, fraud and investigation remain9 the 20 most common forms of company crisis. RANKINGS OF TOP BEAUTY 27 & FASHION PR FIRMS ABERCROMBIE & FITCH 18Cover photo by Michael OShea SPINS SAVVY “SITUATION” WASHINGTON REPORT Retailer Abercrombie & Fitch found www.odwyerpr.com the perfect PR “Situation” in August10 when Daily, up-to-the-minute PR news they blasted an MTV reality star for wearing 32 the company’s clothes. COLUMNS

MARKETING TIPS TO STAY THE APPLE OF MOM’S EYE PROFESSIONAL DEVELOPMENT Ten ways marketers can reach 28 Fraser Seitel out and engage with one of the most11 con- FINANCIAL MANAGEMENT sistently influencial markets — the Richard Goldstein ‘Mom’ consumer. 29 GUEST COLUMN 30 Arthur Solomon SOCIAL MEDIA’S RISE GUEST COLUMN PRESENTS CHALLENGES 31 Kevin Foley Social media is a blessing to the PR world, but pros should make sure they12 use it to provide relevant and intriguing content PR BUYER’S GUIDE that creates a compelling dialogue. 34 EDITORIAL CALENDAR 2011 UNILEVER UNVEILS ‘TWEEN’ OUTREACH January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism Unilever teamed up with Weber February: Environmental & P.A. August: Financial/I.R. Shandwick to reach out and market14 their March: Food & Beverage September: Beauty & Fashion products to the often-unnoticed tween seg- April: Broadcast & Social Media October: Healthcare & Medical ment. May: PR Firm Rankings November: High-Tech June: Global & Multicultural December: Entertainment & Sports HOW SOCIAL MEDIA HAS CHANGED THE B2B WORLD ADVERTISERS

Social media is now part of every JANINE GORDON ASSOCIATES...... 13 NAPS...... INSIDE COVER industry, yet business-to-business 15compa- nies continue to struggle with what exact- KAPLOW...... 5 OMEGA TRAVEL...... 23 ly “being social” means. KEF...... 3 RUDER FINN...... BACK COVER LOG-ON...... 7 TV ACCESS...... 14

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Cover photo by Michael OShea www.odwyerpr.comDaily, up-to-the-minute PR news Septmagazine:Layout 1 8/31/11 12:07 PM Page 6

EDITORIAL Social media inspires change, reveals world in motion

he revolution won’t be televised. If the cause célèbre of uprisings in the Middle EDITOR-IN-CHIEF East and North Africa are any indication, it will instead be tweeted, linked, posted, Jack O’Dwyer Thashtaged, reposted, and followed. [email protected] This year’s historical role call of political unrest can be seen not only as a bellwether for people’s unwavering calls for change, but proof that we no longer live in a world that ASSOCIATE PUBLISHER Kevin McCauley will allow voices — anyone’s — to go unheard. [email protected] This year more than ever, social media have proven a critical tool for citizens effect- ing change under the thumb of regimes that oppress them. EDITOR In Libya, Facebook was instrumental in igniting protests in Benghazi, where hundreds Jon Gingerich of thousands of citizens rallied against Muammar Gaddafi and the decades of atrocities [email protected] committed under his regime. In Egypt, anger over widespread government corruption resulted in a series of rattling SENIOR EDITOR demonstrations against President Hosni Mubarak, finally causing him to step down. Greg Hazley Popular Facebook pages such as “We Are All Khaled Said” — which made online head- [email protected] lines of an Egyptian businessman allegedly beaten to death by Egyptian police in 2010 — were a call-to-arms for nearly one million Egyptians and was instrumental in the CONTRIBUTING EDITORS country’s uprising and Mubarak’s final resignation. John O’Dwyer After more than three decades of autocratic rule, Yemen President Ali Abdullah Fraser Seitel Saleh announced he would not seek another term in office, the result of millions of pro- Richard Goldstein testers who took to the streets — after initially rallying on Facebook and Twitter — to confront his government’s ubiquitous corruption, lack of democratic reforms and ADVERTISING SALES human rights abuses. John O’Dwyer In Tunisia earlier this year, President Zine al-Abidine Ben Ali stepped down amid Advertising Sales Manager widespread citizen opposition curried in part by — you guessed it — social media. [email protected] Word of police opening fire on demonstrators spread through the social media channels like wildfire, igniting citizens to take action. Jack Fogarty It would be a mistake to assume that National Advertising Representative social media itself was the cause [email protected] of all this commotion. Twitter and Facebook didn’t invent concepts like democracy O’Dwyer’s is published monthly for $60.00 and freedom — we did. a year ($7.00 for a single issue) by the Rather, social media’s J.R. O’Dwyer Co., Inc., raison d’etre lies in its 271 Madison Ave., New York, NY 10016. ability to broadcast what (212) 679-2471 is intrinsically us. Earlier Fax (212) 683-2750. this year, Secretary of State Hillary Clinton said © Copyright 2011 the U.S. now plans to J.R. O’Dwyer Co., Inc. spend $25 million each year supporting online dis- sidents living in repressive OTHER PUBLICATIONS & regimes. It is simply no longer SERVICES: a question whether social media www.odwyerpr.com breaking news, can work as a catalyst for change. What’s important to understand here is that while commentary, useful databases and more. social media broadcasts a voice for the voiceless, it does not serve as the voice itself. Jack O’Dwyer’s Newsletter An eight- It simply enables us to share what was there from the beginning. page weekly with general PR news, media Change has always been the single biggest threat to oppressive regimes. When new appointments and placement opportunities. technologies enable faster and clearer forums of communication, our ability to share en masse ideas shapes who we are and, inevitably, evolves the human conversation. It O’Dwyer’s Directory of PR Firms has ensures a proliferation of new ideas, a language for tomorrow. The world won’t wait listings of more than 1,850 PR firms through- for change. It has become increasingly obvious that silencing people — or an entire out the U.S. and abroad. nation of them — from participating in this marketplace of ideas is no longer an option. Dictatorships are soooo yesterday. O’Dwyer’s PR Buyer’s Guide lists 1,000+ The worldwide struggles for freedom and democracy illuminate their universality in products and services for the PR industry in 54 the human spirit. Being free is more than an unalienable right — it is woven into the categories. fiber of our very being. History offers irrefutable proof: if there weren’t people who jobs.odwyerpr.com O’Dwyer’s online stood up and questioned the status quo every once in a while, we’d still be living in job center has help wanted ads and hosts caves. resume postings. — Jon Gingerich

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MEDIA NOTES Summer’s Eve delivers not-so-fresh marketing campaign

Feminine hygiene brand blogs, Twitter, on the wall of Summer’s Eve recently pulled the Summer’s Eve | Hail to a series of television ads in the V Facebook page and in response to accusations they a Change.org petition enti- tled “Tell Summer’s Eve to perpetuate stereotypes about End its Sexist & Racist Ad black and Latina women. Campaign.” After the ads were pulled, By Abby Rose Dalto Richards PR executive Stacie Barnett said in a statement to Ad Week, “The deci- ummer’s Eve, owned by C.B. Fleet sion to take the videos down Laboratories, recently launched a is about acknowledging that Smultimedia campaign for its femi- there’s backlash here. We Summer's Eve's "Hail to the V: Lady Wowza" commercial was nine hygiene products titled “Hail to the V.” want to move beyond that pulled following accusations that it was racist. The compa- The campaign included a redesign of the and focus on the greater ny's ad agency defended the campaign, stating that "in house multi-cultural experts conﬁrmed the approach." Summer’s Eve Web site and two series of mission.” She added, “We ads. The first was a three-part series of do not think they are stereo- criticism, Summer’s Eve pulled the ad and video spots featuring a black, white, and typical, nor did we obviously intend that. created a Twitter account @Eve_Cares to Latina talking hand (meant to represent a However, it’s a subjective point of view. field complaints. Eve_Cares was deleted woman’s vulva). The second series focused There seems to be an important perception this July, shortly after Twitter users started on historical female archetypes, such as out there that they may be.” A link to this directing complaints about the new cam- Cleopatra and Helen of Troy, and includes article was posted by the official Summer’s paign to the account. Their other official both video and print ads. Eve Facebook page, though no other offi- Twitter account (@FleetSummersEve) has Shortly after the July launch, Summer’s cial mention appeared on the company’s sat unused since last summer until it appar- Eve pulled two of the videos amid accusa- website or anywhere else online. ently was taken over by spammers this tions of sexism and racism. Many criticized Negative comments on the Facebook August. the “talking hands” for perpetuating stereo- page have not been answered, while the The California Milk Processor Board types about black and Latina women and account continues to post filler like “High also pulled a series of controversial ads in reducing women to sexual objects. Stan heels or sneakers?” and “What’s your July, but unlike Summer’s Eve it took full Richards, Founder of The Richards Group, favorite new trend for fall?” advantage of the benefits of social media. the Texas-based agency behind the ads, ini- Summer’s Eve also came under fire last The “Everything I Do is Wrong” campaign, tially defended the campaign. The ads were year for an advertorial in Women’s Day that created by ad agency Goodby, Silverstein later pulled. suggested that starting off every day using & Partners (part of the Omnicom Group), Much of the criticism Summer’s Eve feminine hygiene products was the first step focused on the claim that the calcium in received on the ads occurred online — on to getting a raise at work. In response to the milk helps reduce PMS symptoms. The campaign featured a series of print ads showing men holding cartons of milk, apol- Letter suggests hacking cover-up ogizing for “listening to what you said and not what you meant” or for “not reading four-year-old letter written by Parliament and says that Goodman’s between the right lines,” as well as a web- former News of the World cor- claims “raise serious questions about site for men that gave advice on how to deal Arespondent Clive Goodman and Rupert Murdoch’s close friend and with menstruating wives and girlfriends. released publicly by a U.K. parliamen- adviser, Les Hinton,” who was sent a In response to numerous complaints — tary committee in August implies copy of the letter but did not give it to including a petition on change.org started phone hacking was “widely discussed” police. by Ms. magazine that called the campaign at editorial meetings at the News Corp. One member of parliament said the “overwhelmingly sexist, playing on the property until a former Editor and PR letter “is the most significant piece of advisor to the U.K. Prime Minister evidence that has been revealed so tired stereotype of menstruating women as banned mentions of it. far. It completely removes News volatile monsters” — the Milk Board Andy Coulson, the former Editor International’s defence. This is one of pulled the ads. named in the letter, was hired by Prime the largest cover-ups I have seen in The California Milk Processor Board Minister David Cameron as a PR aide my lifetime.” also replaced the original website last year before he quit as the hacking Goodman served time in prison in Everytingidoiswrong.org with scandal simmered. 2007 for accessing voice messages of GotDiscussion.org and offered a “represen- Coulson has previously denied any royal family aides. He sent the letter to tative sampling” of comments made about knowledge of hacking at the paper. a News Corp. HR representative after The Guardian the campaign. The site encouraged people reported Aug. 16 that being fired and CCed Hinton. to “join the discussion” both on Facebook the letter confronts Rupert and James News Corp. has reiterated that its (Facebook.com/gotmilk) and on Twitter Murdoch with the “humiliating board has set up a committee to co- prospect” of being recalled before operate with the investigation. under the hashtag #gotdiscussion.

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Report: crisis plans, confidence lacking among execs. Security breach, fraud and investigation are the most common forms of company crisis, according to a new study of executives and risk managers. And while many claim their companies have a crisis plan in place, few are confident in their efficacy. By Greg Hazley

A recent survey of C-suite executives, general counsel and risk managers conducted by Levick hile most top executives and Strategic Communications and law ﬁrm Pillsbury Winthrop Shaw Pittman reveals the most risk managers say their com- common types of crisis reported to have occurred during the last three years. Data loss/security breach, fraud/white collar crime and government investigation topped the list. Wpanies have crisis plans in place, only 29% feel very confident their firms would response effectively in a cri- Although only a small percentage say CEO and board in a crisis. Thirteen per- sis situation. they are very confident in crisis plans, cent said that duty falls solely on the Those figures were revealed in a sur- the companies of those surveyed have VP of communications. vey of 50 C-suite executives, general been enmeshed in various crisis situa- The positive news from that data is counsel and risk managers by Levick tions over the past three years. Forty- that nearly 80 percent said their compa- Strategic Communications and law firm two percent said their firms were the nies made changes — additional train- Pillsbury Winthrop Shaw Pittman, the subject of a government probe, while ing and a crisis audit were the most latter which recently counseled BP’s 24% said their companies have faced a cited tweaks — to crisis protocol fol- Deepwater Horizon partner Moex natural disaster, data loss or security lowing such incidents. And while few Offshore. breach. Another 21% experienced at are “very confident,” a majority of 56% Sixty-three percent of respondents least one worker accident or death and said they are at least “somewhat confi- said their companies do not conduct nine percent felt the wrath of protesters dent” in their companies’ crisis plans. annual training drills or exercises, a or a consumer boycott. Among several crises outlined in the high figure that a Pillsbury Partner and Forty-two percent said a team of survey, executives responding cited a Crisis Chief Tom Campbell said could executives involving a mix of general data breach or security as the situation be contributing to the uncertainty and counsel, VP of corporate comms., CTO, that would most negatively impact their lack of confidence. He also pointed out risk officer and COO has primary businesses, followed by a natural disas- that one-third of companies with a cri- responsibility for reporting back to the ter and power outage. sis plan could not recall the last time it was reviewed or revised. The survey also showed social media could be a cause for any lack of faith in Net slides 50% at Washington Post crisis plans as well. Fifty-two percent which students get free trial periods to said their companies’ crisis plans do not ashington Post Co. report- help determine if the program is right specifically address adverse content on ed a 50% slide in second for them. That cut $27 million in Twitter, Facebook or YouTube, while Wquarter net income to $45.5 tuition revenue for the first-half. 21% said they did not know and 26% million as its Kaplan education unit WPC expects Kaplan’s operating said their plans do address social failed to make the profit grade. Second income will decline for the remainder media. period revenues declined 10% to $1 of the year. A restructuring is in the Richard Levick, CEO of LSC, said billion. works, which could result in a “mater- too many companies operate under the Kaplan generated $628 million of ial” cost for the year. assumption that because crises are revenues for the period. That was The Washington Post-led newspaper unpredictable, there is little that can be down 15% from last year’s perform- group recorded revenues of $162.8 done to prepare. “But what companies ance. Operating income tumbled 82% million, down 6% from 2010. can be sure of is that sooner or later, a to $20.4 million as enrollment at Operating loss dropped to $2.9 million crisis will indeed hit, and when it does, Kaplan University and Kaplan higher from $14.3 million. legal risks, business operations, and education campuses tumbled 30% to During the first-half, WP registered a reputation management all have to be 78,534 students. daily circulation of 531,400 and dealt with simultaneously and decisions WPC also was hurt on the financial Sunday circulation of 745,300. Those often have to be made in a matter of front with the introduction of the numbers are down 4.5% and 4.1%, hours, or in some cases, where human Kaplan Commitment program in respectively. lives are at stake, a matter of minutes,” he said.

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FEATURE Abercrombie & Fitch spins savvy fashion “Situation”

Most PR experts long ago discarded the adage that “no publicity is bad publicity.” One company, however, saw just how far the theory could go, deliberately calling attention to a not- so-ideal ambassador for their brand in an attempt to — you guessed it — call attention to their brand. By Jon Gingerich

“The question is whether the keep- he saga began during an August air- ers of the Abercrombie & Fitch brand ing of MTV’s reality hit “Jersey are sufficiently savvy to have fore- TShore,” now in its forth season. In the seen the PR bump they’d get by pub- episode, cast favorite “The Situation” (née licly releasing a statement offering to Michael Sorrentino) was seen wearing a pay the Jersey Shore crew not to wear pair of Abercrombie & Fitch sweatpants as their branded clothes,” he said. he strolled the streets of Florance, Italy. “Conversely, could they be so naive Not surprisingly, the retailer seized on the to think that they can protect their occasion. How it responded however, brand from the tainted Jersey Shore grossly diverged from how most companies tide by releasing such a statement?” would treat a celebrity for promulgating Himler believes the former is like- their brand. Instead of commending ly the case. Sorrentino for promoting A&F, the compa- “This is a PR ploy,” Himler said, ny issued a public statement saying it had “to connect the Abercrombie & Fitch “deep concern” that Sorrentino was touting name with the desirable MTV demo- the brand. The statement, titled “A Win- graphic — even if it means stirring up Win Situation,” then went on to offer the murky waters on the Jersey Sorrentino and his cast mates a “substantial Shore.” payment” to cease wearing Abercrombie & Shareholder’s new clothes Fitch clothing in the indefinite future. Pundits and bloggers have since A spokesperson for the company turned weighed in on A&F’s mean spirited The Situation, née Michael Sorrentino, seen sporting the knife further, explaining that marketing. One theory gaining trac- a pair of Abercrombie & Fitch sweatpants during a Sorrentino’s association with A&F “could tion lies in the fact that A&F chose to recent episode of MTV’s “The Jersey Shore.” A&F cause significant damage to our image,” blast the MTV star on the same day spokespersons have since offered to pay Sorrentino to stop wearing the company’s clothing. and suggested Sorrentino “wear an alter- it reported dismal quarterly earnings, nate brand.” which sent its stock tanking by 10% Predictably, A&F’s public blasting of the several days later. reality star won major ink in the press and It’s a coincidence many say can’t be cal streak in A&F’s treatment of the show blogosphere. The Wall Street Journal, ignored. A&F CEO Mike Jeffries is even and its cast: “Hmmm if They Don’t Want Huffington Post, CNN, and U.K.’s The reported to have joked on the matter during Us To Wear Those Clothes Why Make Guardian all reported on the tiff, and even the company’s earnings call, asking “is no GTL Shirts #yourPRsux.” CBS News and “The Today Show” dis- one going to ask about the Situation?” “GTL” is Jersey Shore parlance for cussed the item. Experts believe the convenient timing, “gym, tan, laundry.” DelVecchio’s tweet Experts are now weighing in on the coupled with the fact that the message was was in reference to a line of t-shirts recent- swipe, analyzing whether Abercrombie’s reiterated from the highest senior levels of ly manufactured by Abercrombie & Fitch PR play was a brilliant use of marketing the company, demonstrates a deft purpose. that bares the acronym. A&F last year also panache or a pathetic cry for attention. “It seems this was done to create this allegedly sold a shirt in many of its stores “I thought it was a savvy move,” said diversion into a fun, upbeat news item that titled “The Fitchuation.” Doug Simon, President and CEO of DS fit the Abercrombie brand,” Simon said. Former porn star Jenna Jameson also Simon Associates. “Any time you can posi- “It’s better for the company to be talked weighed in on A&F’s apparent hypocrisy, tion your brand against a pop cultural phe- about regarding this Situation than a bad coming to Sorrentino’s defense in an nomenon everyone loves to hate it’s a good business situation.” August tweet by stating: “It’s funny that thing. While Abercrombie is creating all Shore cast, celebrities respond Abercrombie & Fitch is worried about the this attention, they’ve still got this muscled Sorrentino has since responded to the Situation wearing their clothes, but they guy out there wearing their stuff. And they A&F release, penning on his Twitter hired me to model in their catalogue!” didn’t have to pay him a cent.” account — in his “character’s” trademark Meanwhile, Hustler publisher Larry Peter Himler, Founding Principal of obtuse demeanor — “Looks like Flynt took the opportunity to attach his Flatiron Communications and President of Abercrombie got themself (sic) into a brand to the fray, offering to pay Sorrentino the Publicity Club of New York, wondered Situation!” to wear clothes bearing the Hustler brand. if there was an accidental luster to “Jersey Shore” cast mate Paul “Pauly D” “The Sitch may not be good enough for Abercrombie’s abrasiveness, a sort of PR DelVecchio managed to articulate the mat- Abercrombie & Fitch,” Flynt wrote on gaffe gone horribly right. ter slightly better, highlighting a hypocriti- Twitter, “but he’s good enough for us.”

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Marketing tips keep your product the apple of mom’s eye

Ten ways marketers can perspectives resonate so much more engage with the brands they feel passion- effectively and with more credibility ate about — and then share their insight reach out and engage with than advertising or celebrity endorse- with other Moms. Set your best advo- one of the most consistently ments. cates in motion on behalf of your brand influencial markets — the • Get Real: Moms look for authentici- and watch the enthusiasm ignite — both ty and candor in dealing with brands. online via social media platforms like ‘Mom’ consumer. When hearing from companies, Moms Facebook, Twitter, and blogs, as well as By Stacy DeBroff want original content, direct interaction, offline, for example, through local Mom and attentiveness from a real “human.” groups and parenting organizations. Plus, Moms inherently distrust brand • Encourage Connections: One in messaging. three Moms wants to meet other Moms or more than a generation, savvy • Keep At It: When brands interact in their community. Brand teams who marketers have recognized Mom as regularly with Moms, it creates a sense facilitate these connections — by creat- Fthe key household consumer — of connection and fosters the feeling that ing local, offline opportunities for Moms wielding significant decision-making and Moms can access content or relation- — extend the reach of their national pro- purchasing power in the home. ships before others — which generates grams and generate loyalty. But not until the recent rise of social strong word-of-mouth action. Ninety- • Go Mobile: With more than 70% of media — with Moms embracing emer- one percent of Moms say they feel more Moms toting smart phones and 31% car- gent platforms such as blogs, Facebook, informed about a company’s promotions rying one for over two years, more and and Twitter at an overwhelming rate — with regular engagement. more opportunities exist for brands to did the very nature of marketing to • Meet Up: Smart brands know the stay on Moms’ radar screens — offering Moms shift. Today, brands need to importance of offline personal interac- coupons, special offers, and keeping con- rethink their Mom consumer interactions tion. Face-to-face meetings, whether nected. to both incorporate the dramatic embrace they’re with top Mom bloggers or key In the newly emergent conversational by Moms of social media platforms and influencers, allow brands to listen, marketing paradigm, relationships rule the strong tune out Moms have to top- engage, and interact directly with Mom the day with Moms. When Moms feel lis- down messaging from companies. ambassadors. These events signify a tened to, answered, respected and cele- Here are 10 key steps for savvy mar- willingness by brands to take the time to brated, their passion about a brand or keters to reach Mom consumers and share their stories with Moms, to engage company translates into long-term loyal- engage them as passionate brand advo- them on the latest developments, and, ty and increased spending. cates: most important, to learn from them. Stacy DeBroff is Founder and CEO of • Understand Nuances: With 9 out of • Embrace Advocates: Moms want to Mom Central Consulting. 10 Moms on Facebook and Moms’ Twitter use at 63%, Moms utilize social media for so much more than keeping in Former staffers apologize to Hill & Knowlton touch — they pay close attention to how By Greg Hazley brands interact with them online. And, 4 Dave Robinson, President and CEO out of 5 Moms maintain two separate of H&K’s Australia, Middle East, identities on Facebook — one public and wo former Hill & Knowlton Africa and South/Central Asia region, one private. Australia executives have apolo- told O’Dwyer’s the complaint brought Go Where They Hang Out: • Driving Tgized to the firm for poaching in Supreme Court of New South Wales Moms to brand websites represents a clients and staff, part of an out-of-court was resolved out of court, substantially thing of the past. Today, Moms want settlement after H&K brought legal in the favor of his agency. He noted brands to come to them — to the online action against them and Edelman, apology letters from both executives neighborhoods where they congregate, where they both now work. were part of that deal and added that the such as Twitter, Facebook and blogs. In Michelle Hutton, now Australia CEO actions they admitted to performing run fact, 56% of Moms agree that brands can for Edelman and former Australasia counter to Edelman’s own ethics code. most effectively reach them via social CEO for H&K, and Anna MacIntosh, In a statement to O’Dwyer’s, Hutton media networks or through Mom blog- consumer marketing director at said she is pleased that the legal pro- gers. Edelman who previously led H&K’s ceedings against her, MacIntosh and Talk with Them: • Moms want con- Australia consumer practice, have Edelman have been concluded. versational engagement with brands — admitted in letters to H&K that they “A range of allegations were made and 81% say they feel more connected to were “involved” in soliciting certain against each of us, and we have jointly a brand with regular interaction. They clients and staff of H&K while defended our conduct and position in want brands to seek out their ideas and employed at Edelman. relation to these matters very strongly,” opinions — not push marketing messag- “I recognize that my conduct was not she said. “We look forward to putting ing at them. appropriate in the circumstances and I the proceedings behind us and getting Inspire Them to Talk about You: • apologize to H&K unreservedly,” each on with business at Edelman Moms love hearing insight from fellow said in apology letters to H&K’s Asia- Australia.” Moms — and they particularly seek out Pacific president and CEO Vivian H&K is part of WPP. Edelman is “been-there, tried-that” knowledge on Lines. independent. brands and products. First-person peer

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FEATURE Social media’s rise presents new fashion PR challenges

By Robin Kassner nize social media’s power in transmiting purchase) Twitter followers, and it’s their clients’ messages directly to con- unfortunate for their clients. They end up sumers. These firms are like an ostrich having the mirage of a high number of edia is in a constant state of burying its head in the sand. Magazine followers but little impact on consumers flux. As a beauty and fashion sales are dwindling, and familiar titles are because of the lack of customer engage- Mpublicist, you need to shift with going out of business because most of the ment. Thus, their brand message is not that landscape or you’ll lose your effica- content consumers read is online media. getting across and their clients are being cy. While traditional media is still important, underserved. Social media is a tool that allows con- a thorough understanding of online media Two brands that have really mastered sumers to interact with their favorite awards opportunities to connect with the use of social media are DKNY and brands. Once considered the bastard consumers, especially in beauty and fash- Oscar de la Renta. DKNY PR Girl and stepchild of the media, online communi- ion PR. Oscar PR Girl are Twitter rockstars. Their cations channels such as blogs, Facebook But using social media isn’t enough. tweets are witty, interesting, fun, and and Twitter are now becoming increas- You need to provide relevant and intrigu- appeal to their target audience of young ingly more popular than their print coun- ing content to create a dialogue that fashionistas. They have high quality con- terparts. Social media is fast and can attracts your target market. Yes, Twitter tent so they have a great deal of impact in deliver immediate, measurable results, moves fast, but that does not mean your the twitterverse. These fashion behe- which makes clients happy. You might tweets should not be carefully thought moths could have chosen to just tweet not be able to get an article into a print out. You cannot just create your Twitter from their corporate names DKNY or magazine for months, whereas you can account and start tweeting anything and Oscar de la Renta and could choose to get an article placed in People Style everything that comes to mind. You need feature boring corporate tweets, but the Watch Online or Daily Candy the next to have a clear idea of who your audience companies that are using that method day. For online shops, online media has a is and what kind of voice you want your don’t have any impact on social media. very tangible monetary value because company to have. Just like traditional PR, Recently, a client of Haute PR was a bit they can see exactly how many clicks it is all about the image you portray. The apprehensive when we took over their they get from a certain media placement information you put out needs to be valu- Twitter account. Although their brand and know how many of those clicks able to those that will be reading it, so if appealed to young, hip, fashionable girls, result in sales. your target market is made up of young their Twitter was very corporate and dry Social media is now integral to driving fashionistas, you need to put yourself in and did not grab the attention of con- a new brand’s image and maintaining an their (trendy) shoes and think about what sumers. They had millions of website established line’s popularity; it’s some- kind of information will catch their atten- users but had very few Twitter followers thing you must be immersed in to be an tion and keep them coming back for and did not understand why. At first, they effective brand advocate for your clients. more. Tweeting stock market news to were reluctant to hand over the reins to Unfortunately, many ‘traditional’ beau- fashion-obsessed teens is just as ineffec- their Twitter account, telling us that ty and fashion PR firms have been slow tive as pitching a celebrity fashion story important business information was to accept that social media is here to stay. to the sports editor of the New York being disseminated via Twitter that their Some communicators still do not recog- Times. customers need to know. I read the top We all know the old saying “a picture tweet and it said “the site will be down PR News Briefs is worth a thousand words.” Well, in the between the hours of 3:00-5:00 a.m. for social media world, “a twit-pic is worth system maintenance.” Let’s be honest, REGAN GRABS FASHION SHOP 140 characters.” Followers and fans love not even the nerdiest of nerds wants to Regan Communications, the $20 million to get a glimpse of what goes on behind read that on Twitter. If you want to go Boston-based firm, has acquired boutique beau- the scenes. Tweet pictures of the produc- shopping on the site and it’s down, that ty/fashion shop 5s PR. tion of a photo shoot, the filming of a might be a relevant message for the 5s Founder Jessica deGuardiola has relocated commercial, or even something as simple homepage, but having it on Twitter for to New York and takes a VP title at Regan. as snapping a pic of a day in the office. days just makes their Twitter seem unen- George Regan, President of the No. 11 independent firm, said deGuardiola brings an “out- This will allow them to feel a personal gaging to the consumer. standing” roster of clients that creates a new connection, and will strengthen the rela- Social media is becoming an increas- dynamic for the firm in the Big Apple. tionship between the brand and it’s con- ingly attractive tool for public relations Clients have included designer Sophie Blake, sumers. Another crucial Twitter move? firms. Although traditional PR is still JFS Design Studio, New York attorney Daniel Gershburg and Fabricadabra. ASK your followers for their advice and necessary, firms need to integrate a com- deGuardiola, who started out as a PR assis- feedback. This will show them how prehensive social media plan into their tant for Saks Fifth Avenue in 2004, said Regan’s important they are to the brand and that overall public relations campaigns to suc- travel and hospitality PR will compliment her their opinions are the ones that matter. cessfully reach their client’s consumers. background in the fashion and lifestyle sector for The terminology of your tweets should In this day and age, social media should an “even stronger foothold in the New York market.” match the lingo of your target audience. be mandatory for any successful PR prac- Regan, which also has outposts in For instance, If your audience is primari- titioner. Connecticut, Rhode Island and Cape Cod, posted ly comprised of young women, saying Robin Kassner is CEO of Haute PR in revenue of $19.5 million in 2010, according to words like “perf” and “obvi” are totally New York, a full-service public relations O’Dwyer’s 2011 rankings of PR firms. apropos for your tweets. I’ve seen some and marketing agency representing beau- desparate PR firms buy (yes, literally ty, fashion, and luxury lifestyle brands.

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Social media’s rise presents new fashion PR challenges Septmagazine:Layout 1 8/31/11 12:07 PM Page 14

REPORT Unilever unveils ‘tween’ outreach efforts More companies are now tak- and fun. ing an interest in the ‘tween’ A fashion consultant market, that awkward gray area introduced girls to the between childhood and adoles- newest trends in tween fashion, showing off racks cence. In one unique attempt, of clothes and rows of British consumer product giant shoes. Guests were treated Unilever teamed up with Weber to makeovers with profes- Shandwick to reach out and sional stylists followed by a photo shoot with Stardoll market their products to this and a meet-and-greet with often-unnoticed segment. parenting expert and author, Rosalind Wiseman. By Abby Rose Dalto Wiseman signed copies Two ‘tweens’ show off their treats from the Unilever “Back to of her books “Boys, Girls School Bash” event in New York City. and Other Hazardous Photo by Abby Rose Dalto Materials” and “Queen nilever, the company behind the Bees and Wannabes: Degree, Dove and Suave deodorant Helping Your Daughter makeup case and a photograph commemo- Ubrands, recently hosted a back-to- Survive Cliques, Gossip, Boyfriends, and rating the night. school party in Manhattan to promote the the New Realities of Girl World,” while the Tweens are now the source of more than Dove go fresh Rebalance line to tweens. girls snacked on finger foods and sipped $40 billion in annual spending power. The August 2 “Back To School Bash” fruity drinks. The newest Dove go fresh Although the Dove products are not specif- was hosted by Unilever, Stardoll and Weber scent, Rebalance, was introduced at the ically designed for tweens, it’s no surprise Shandwick and took place at Hudson party in the form of a deodorant, body wash that the brand would be looking for a Studios, where the company targeted tween and body mist. Every guest went home with unique way to target this demographic — girls by offering them a night of pampering a free Dove sample, a mini Caboodles and more importantly — their parents. The event was held as part of Unilever’s “Don’t Fret The Sweat” campaign, aimed at helping parents and children to “successfully navigate the tricky tween years” including all their “sweat-inducing moments”. Unilever has partnered with HealthyChildren.org to promote access to children’s health and hygiene information and provide pediatricians tools to communicate with families of tweens. According to a survey commissioned by the campaign, 53% of 8-to-12-year-olds and 85% of parents feel stressed about the upcoming school year, including anxiety about hygiene, appearance and personal care. The company has compiled a team of experts on their website DontFretTheSweat.com, to offer advice regarding the physical and emotional changes that tweens face. No longer children but not yet adults, tweens are often attracted to brands and products that are “cool” or allow them to feel independent and grown-up. The web campaign may successfully engage the parents, but reaching out to tweens via social media alone is difficult due to COPPA regulations and other online restrictions for children under 13. Companies like Unilever are trying to reach out to this age group by treating them to fun, interesting experiences like the “Back To School Bash,” which are designed to make them feel special.

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How social media has changed the B2B landscape ing only designated PR or marketing Social media has seeped into ticity. Production costs and time-consum- spokespeople speaking for your organiza- every industry conceivable, ing editing or branding requirements can tion. That’s why it’s important to have a yet business-to-business add up, and good stories may end up not social media policy in place along with companies continue to getting told at all. adequate training. Be sure to provide spe- People often just want genuine and cific examples of what’s appropriate to struggle with what exactly timely information. A low-tech, in-the- say or do with social media, and what’s “being social” means. moment interview with a company expert not — and explain how such guidelines can be immensely valuable even if you are simply an extension of ethical behav- By Jackie Gustner and Steffen Ryan don’t have a great studio, ideal lighting or ior and common sense. perfect acoustics. 6. Think about When a U.S. Army client hosted a sur- what you’d do in a f large numbers of customers aren’t on gical tent exhibit at the 2010 American crisis. There’s noth- Twitter or Facebook talking about a rele- College of Surgeons Clinical Congress, ing like a crisis to Ivant B2B product or service, many com- they used a simple handheld video cam- make companies panies rightly question whether they should era to capture Lieutenant Colonel Dwight realize the impor- have a presence on these platforms. Others Kellicut, chief of Vascular Surgery at tance of social succumb to perceived competitive pres- Tripler Army Medical Center, explaining media. What do you sures and jump into social media without the role of the forward surgical team in do when something fully considering their strategy and the combat. The video was then syndicated erupts and people investment needed for success. via the widely read Army Strong Stories begin talking about Jackie Gustner Becoming more social ultimately means blog and on its corresponding YouTube it on Twitter and being more transparent. It’s less about the channel. This was a quick and easy way Facebook? How do technology and platforms, and more to help people experience the exhibit you react when facts about creating ways to authentically from anywhere. go out the window engage with clients and prospects — 4. Don’t get hung up on one format. as the conversation building a community where like-minded Presenting audience-relevant information spins wildly out of people can connect with each other. The in a variety of formats encourages visibil- control? ideal outcome is increased loyalty to your ity through multiple access points. For The best way to brand and advocacy on its behalf. example, a lengthy white paper can be prepare for a crisis There are many ways to accomplish repurposed as an infographic, video, and is to create one that this. Here’s six we find valuable. other online or mobile-friendly formats to feels uncomfortably 1. Listen before you speak. The first accommodate the various ways people real. Weber Steffen Ryan step in any successful social program is consume and share information. Shandwick uses uncovering what resonates with your Other, newer formats up the ante on social media crisis audience and listening to how they talk interaction. One brand built a simulation simulator that puts company leaders in the about your content, as well as how and game that allows participants to play the middle of such a “crisis,” complete with where they interact with each other. role of CEO and solve business chal- incendiary posts and comments from fic- Information offered in the wrong way, in lenges with its products. This type of tional people we control from behind the the wrong place to the wrong audience is “gamification” is a nascent trend that curtain. Real-time dialogue defines crises no doubt a waste of resources. leverages the mechanics and psychology today, and a company must practice in 2. Think of your website as a digital of social gaming so customers can inter- order to be prepared. These simulations storytelling engine. People gravitate act with a company’s brand, products or help identify deficiencies or gaps in a toward online destinations where they services in a way that’s socially connect- company’s current crisis procedures. can have conversations around shared ed and personally rewarding. Even if you don’t go through a crisis interests. Sometimes conversations are 5. Empower employees, then prepare drill, you can still think through what sparked with a thought-provoking idea or them. A company’s greatest asset is its might happen during a crisis and how you opinion; other times the spark is a piece employees. They’re the ones who come would respond. Are your current commu- of content. up with the ideas, build the products, sell nications tools adequate? Do you have a Beyond providing the basic informa- and support them. Your goal should be to procedure for monitoring and analyzing tion about your company, products and facilitate access so they can share knowl- issues as they arise? Does everyone know services, your website should be a plat- edge and expertise. Consider allowing their role? Do employees understand your form for news, opinions, images and data certain employees to do guest blog posts social media policy? — a launch pad for content that can gen- or video interviews. A successful social media strategy erate or contribute to conversations But also realize that while you have depends on adapting to new standards of online. some level of oversight when giving openness and engagement. Don’t be 3. Leverage video for storytelling, employees the spotlight on your official afraid to experiment as you build on your even if it’s not perfectly polished. Video channels, they have the editorial control natural strengths to best tell your stories. is a great tool for social media engage- when broadcasting to their own social net- Jackie Gustner, APR, is a Vice ment, but companies sometimes fall into works. Company leaders may worry President in Weber Shandwick’s Financial the trap of over- thinking video produc- about what employees say online, and Services practice. Steffen Ryan is a Weber tion — emphasizing polish over authen- rightly so. It’s a drastic change from hav- Shandwick Digital Strategist.

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REPORT Philanthropy beats freebies at blogger conference Brand-sponsored conferences have always been notorious havens for ‘swag,’ that promotional bounty companies use to swoon attendees. Now many conferences with a corporate presence are taking the opportunity to push another product: corporate responsibility. By Abby Rose Dalto dren and teens from potentially he seventh annual BlogHer harmful mobile Conference, one of the world’s behaviors and pro- Tlargest forums for women in mote safe, respon- social media, took place August 5-6 at sible phone usage the San Diego Convention Center. A for the entire fami- who’s who for the female blogging ly. community, this year’s conference M c D o n a l d ’ s brought more than 4,000 attendees kicked off their together to focus on women’s growing “Listening Tour” at impact and influence in the blogging BlogHer with a community. As always, the conference luncheon to gain hosted a series of workshops — from input on how they media literacy to video blogging to can best serve and social media marketing — and the improve communi- opportunity to connect with online peers ties by helping cus- in the real world. tomers make nutri- The “Voices of the Year” honorees are at the 2011 BlogHer At the center of the conference was tion-minded choic- Conference Community Keynote. BlogHer (blogher.com), the leading par- es. They also ticipatory news, entertainment and announced their information network for women online, “Commitments to which reaches more than 20 million Offer Improved women each month according to Nutrition Choices” Nielsen. plan to expand and Making a noted appearance were the improve their nutri- 100-plus brands that helped sponsor the tionally-balanced event, which included Fortune 500 menu choices and companies such as Procter & Gamble, passed out coupons Johnson & Johnson, and PepsiCo. for low calorie While the primary focus of the confer- choices like their ence is hands-on-learning, discussions, fruit and maple oat- and networking opportunities, the spon- meal, premium sors’ presence each year simply cannot grilled chicken be ignored. sandwich and apple ‘Swag’ takes a backseat dippers. Throughout the two-day conference Even the standard The BlogHer Conference offers women bloggers the opportunity to bloggers were given the opportunity to “swag” tote bag full connect face-to-face with online peers. stop in at the Expo Hall to meet with of freebies that representatives from every company, bloggers receive Photos by Ayala Photography view product demonstrations and upon check-in every receive free samples and coupons. year had an eco- BlogHer is well known for doling out friendly twist for massive amounts of free “swag” to its 2011. The bag, courtesy of CVS/pharmacy, those endeavors were prominently on members, and while the 2011 conference also included an ExtraCare “Green Bag display in the Expo Hall. Among these proved no exception, there was another Tag”. The goal of the Green Bag Tag pro- was P&G’s “Future Friendly,” a program element this year that was far more gram — which rewards CVS shoppers for that helps consumers save energy, con- altruistic. The theme at BlogHer11 using reusable shopping bags instead of sin- serve water and reduce waste. P&G’s seemed to be Causes, with many of the gle-use plastic bags — is to reduce the “Home Away From Home” in the Expo sponsors happily promoting their current amount of waste from disposable plastic Hall not only offered information on philanthropic endeavors and community bags. P&G brands and products, but also eco- outreach programs. Philanthropy on display friendly tips. P&G also sponsored the For instance, LG Mobile hosted the While most of these companies have Future Friendly Swag Exchange suite, “LG Text Ed Lounge” where they offered impressive histories when it comes to Continued on next page tips and resources on how to protect chil- corporate social responsibility, this year

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where attendees could drop off unwanted and as a result, swag and provided recycling bins Jimmy Dean helped throughout the conference center. connect 10,000 hun- P&G brands Iams and Bounty also gry kids with up to heralded their individual projects, Iams 10 meals. Home 4 the Holidays and The Teacher Matheu called Wish List, respectively. Iams Home 4 the BlogHer “the perfect Holidays is one of the largest and most platform to intro- successful pet adoption programs in the duce and seed this world. Since it began in 1999, the pro- cause marketing ini- gram has had a hand in nearly six million tiative to a highly- pet adoptions. influential audience TeacherWishList.com is a Web site and allow bloggers launched by Bounty and School Family the chance to experi- Media that helps reduce the amount of ence the Jimmy money teachers are spending on essen- Dean brand while The Jimmy Dean Sun shows off the “No Kid Hungry” pledge wall at tial classroom supplies. According to a becoming more BlogHer. The event generated over 1,100 pledges, resulting in 10,000 recent survey of elementary and middle- familiar with its children in need receiving nourishing meals. school teachers, 71% reported spending products and val- an average of $462 a year out of their ues.” own pockets on supplies for their class- Other nonprofit Photo courtesy of Sara Lee. rooms. organizations present “With budget cuts sweeping through in the Expo Hall schools nationwide, the financial bur- included “Moms for Antibiotics are more discriminating than ever when den of providing necessary school sup- Awareness”, part of the PEW Campaign it comes to how they decide to spend plies falls on teachers’ shoulders,” said on Human Health and Industrial Farming; their money. They want to support com- Laura Lewis, External Relations Bankrupting America, an educational panies and brands that share their values Manager for Bounty. “Bounty is project that explores the policies hinder- and make a real difference in the world. delighted to help educators be bound- ing economic opportunity and growth in At conferences like BlogHer, it is no less in their classrooms.” America; and HealthyWomen, the longer enough for these companies to Representatives from Best Buy gave nation’s leading independent health infor- give female bloggers a free sample and out bracelets made by female entrepre- mation source for women. The conference hope that they will mention or review neurs in India, to promote their wrapped up Sunday morning with the first the product on their blogs. They now Women’s Leadership Forum (WOLF). ever BlogHer Family Walk, organized by also need to give these women a reason WOLF@Best Buy is a network of Together Counts, a nationwide program to support the company by showing them how the brand contributes to the employees, consumers and nonprofit inspiring active and healthy living. partners working together to make Best While these companies have always rest of the world. Buy a great place for women to work had corporate responsibility and cause PR news briefs and shop. The bracelets were purchased marketing policies, it seems that in recent as part of WOLF’s partnership with the years they have been putting more of a IPG SELLS FACEBOOK STAKE Grameen Foundation, through which public focus on these programs. Many Interpublic has unloaded half of its five-year-old they support local female entrepreneurs people would agree that big businesses stake in Facebook for $133 million, a significant around the world. have a duty to “give back” to the commu- return on its initial $5 million investment. The advertising and PR conglomerate bought a “Giving back to organizations that nity and to contribute to the rest of the small stake of less than one-half a percent of FB in support women and girls is incredibly world in a socially conscious and respon- 2006. important to the work,” said Carolyn sible way, but how a corporation treats the CEO Michael Roth said an attractive opportunity Aberman, Senior Manager of Public environment, their local community and to divest a portion of its position presented itself as Relations at Best Buy. “During the the global community matters even more he also announced that IPG would spend $150 million buying back stock, expanding on an existing BlogHer event, these bracelets allowed nowadays. $300 million re-purchase program started back in us to connect with the bloggers in a real- Blogging and other social media can February. ly authentic way.” play an important role in generating Interpublic in late July reported a 31% rise in Non-profits make noted appearance awareness and discussion about these second quarter net income to $108.9 million as revenues jumped to $1.7 billion. Its shares at around Jimmy Dean worked with MWW programs. BlogHer co-founder and $8.90, toward the lower end of its $7.49-$13.35 Group to drive awareness for the brand’s CEO Lisa Stone has described the range over the past year. new partnership with Share Our female blogger as “one of the most Based on the sale of IPG’s small stake, Strength’s “No Kid Hungry” Campaign. powerful communicators in social Facebook’s valuation is pegged around $66 billion. Conference attendees were asked to take a media today” and it’s clear that many Roth said Facebook’s “ubiquity” has meant the “strategic value of our initial investment has moder- pledge, noting their commitment to end- corporations already recognize the ated, while the financial value of that stake appre- ing childhood hunger in America. In growing influence that female bloggers ciated significantly.” exchange for every pledge taken on-site, hold. There are over 160 million adults IPG did not disclose the buyer of its stake. Jimmy Dean made a donation to help on the Internet in the U.S. and women The company first divulged the stake in a foot- note to its 2010 annual report, noting it had become Share Our Strength feed a child in need. represent the majority of that popula- big enough to require the company to disclose it to Over 1,100 pledges were generated at the tion. Women also control the majority the SEC. IPG PR units include Weber Shandwick, conference according to Sara Matheu, of consumer spending. GolinHarris, Rogers & Cowan and DeVries PR. Communications Director for Sara Lee, In this economic climate, consumers

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FEATURE Media landscape puts fashion PR pros in creative roles Like every facet of the communications industry, social media has changed the game for PR pros specializing in beauty and fashion. Faced with a new landscape of media outlets — and so many of them to choose from — PR pros have been forced to adopt a fiercer, increasingly specialized approach. According to experts, one byproduct of this transformation has been more creative decisions being made by PR pros, controls formerly wielded only by editors. By Jon Gingerich

n case you’re still unaware, page- The new beauty and fashion media landscape is far more vast and counts at U.S. fashion magazines have unpredictable than its print counterpart, often making work difﬁcult Ibeen shrinking universally for the past for PR pros. A lack of editorial leadership at many blogs however, three years. Advertising revenues have has now placed creative decisions in the hands of those crafting dried up, not only because readers have marketing messages. left but because many big retail brands Photo by Michael OShea. have closed and fashion houses now find themselves mired in debt. The resulting vacuum, combined with this delusion that it’s hard to find your engine on an interstate. In order for any the birth of new technologies and an end consumer just because they’re hid- form of communications to be success- online communications revolution, has ing in a lot more places.” ful, it must be customized. resulted in a reader diaspora to a glut of According to Jayne Morehouse, “The first thing I ask a client is ‘what ever-specialized beauty, fashion and President of Jayne & Company in is your goal of this program?’” lifestyle blogs. Now competing with top Cleveland, the addition of so many Morehouse said. “That goes whether it’s print magazines are hundreds — no, media outlets doesn’t simply mean PR a large global hair care brand or a single thousands — of daily beauty and fashion pros must have their thumbs on more salon owner/stylist/makeup artist who sites, some run by massive publishing pulses. Not only do PR pros have to pin- just wants to make a bigger name in her houses, others run from bedrooms, many point messages more strategically than city. You must define the one most of which are pumping more information before, there’s an added variable that important goal, get agreement from the into the ether than magazines and now readers can now interact in this new client’s whole team and work out from reaching bigger audiences. forum, both with each other and direct- there. Then, we develop a very cus- Our media landscape is louder than ly with those message. Constant moni- tomized brand communications pro- ever. But there’s something else. The toring — of readers, of outlets, of gram and budget accordingly.” demographics, distribution and audi- clients — is needed to craft and evolve Industry takes creative reins ences filling these venues are widely the conversation. With audiences becoming so increas- more disparate than their old-world “It used to be that if I wanted to hit ingly fragmented, no one can expect counterparts. Blogs’ niche draw the college crowd I could get them with every message to hit home, just like PR demands they be fed more specific a story in Glamour. Now readers are pros can’t be expected to reach everyone information. For PR pros to survive in more likely to hit specific blogs that are all the time. Fortunately for the indus- this landscape, specific targeting is targeting them more directly. It’s a con- try, there’s a payout in the midst of all needed now more than ever. Strategic cept I think everyone’s struggling with this extra work. messaging has always been a rule in every day,” Morehouse said. “A lot of Everyone knows social media is far communications. Now it is paramount agencies tend to apply their same more democratized than print or broad- for survival. approach across all of their clients. You cast media in the content it accepts. “There’s no real concentration of simply can’t do that and provide any However, experts say blogs — many of media anymore,” said Amanda Schuon, meaningful benefit. Today’s media which are still small operations and Partner at Truth be Told Inc. “Getting on landscape and communications options lacking in editorial wherewithal — rely one of the big national morning shows, are just too vast, while time and budgets more on input from outside message while still great, just doesn’t have the are shrinking. You have to be targeted crafters, thereby placing PR pros in the impact it used to. By that time people are and strategic.” default roles of creative director. at their desks getting on 15 or 20 differ- Given all the crafting and targeting “We’re reaching out to final audiences ent sites. Instead of looking under one one message needs just to take root, the more instead of reaching out to the edi- boulder you’re picking up a lot of small assembly line models of yesteryear are Continued on next page rocks. I think, in general, there’s now geared to work in 2011 like a steam

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tors who would then reach out to those get the agreement up front if you want to kind of celebrity in their own rite. readers,” Morehouse said. “We’re doing both build a relationship on behalf of Kaplow said one of her firm’s recent a lot more creative work now, creating your client and maintain a positive rela- clients, Timex Style, has now partnered more original content when before we tionship between your agency and the with blogger Jessica Quark to drive vis- were sending it to the various intermedi- client.” ibility for their client toward what aries.” This increased demand for authentici- Kaplow called the “fashionista” crowd. Losing the shackles of these tradition- ty has also changed the messages that “One of the key trends we see is the al intermediaries, the message crafters work. Many industry standbys, such as emergence of the blogger as a key media find they are not only allowed more cre- the celebrity endorsement, are waning. constituent for brands and an incredibly ative control, they can craft messages Some experts said that while consumer influential ambassador to the con- that get to their targets directly. tastes are changing, the success of sumer,” Kalplow said. “Bloggers are in a “We see a ton of interest from the celebrity endorsement still depends on way the new kind of celebrities and fashion/beauty community in Facebook the product and the audience. brands are using them in the same way and Twitter chats, which give consumers “On one hand there’s been this prolif- celebrities are used to showcase product direct exposure to personalities and eration of ‘real people in real moments’ into their wardrobe.” brand ambassadors they usually would- that give people inspiration. For celebri- “It’s no longer run to the bookstore to n’t be able to access,” said Liz Kaplow, ties, it depends on the product,” Schuon get the next month’s issue,” Morehouse head of Kaplow in New York. “For said. “For some of the products we rep- said. “The most important step is to example, our Target client recently host- resent, like jewelry clients, the right develop a relationship (with the editor) ed a chat with maternity designer Liz celebrity can contextualize the piece. and her team, but then you need to read Lange which enabled her fans to direct- People still need a guide on how to wear all of the above, know what and how ly engage with her. These interactions it, and depending on the celebrity, it can they cover various topics, and track it all continue to drive a lot of consumers to become the gateway to the weekly enter- on a regular basis,” interact directly with the brand.” tainment publications. I really think it According to Kaplow, this also means depends on who the celebrity is and beauty and fashion clients can use an what the product is.” PEOPLE IN PR armory of new creative tools built for Print far from ‘dead’ direct engagement. Video continues to With all the segmentation and diversi- Moore heads Easton- be a big area of interest in social media, fication, and an Alexandrian library of as is a new trend Kaplow referred to as new rules surrounding the social media Bell comms. unit “Haul Vloggers.” PR playbook, it’d be a reasonable “These are bloggers who literally go assumption that PR pros could avoid the aston-Bell Sports, the sporting shopping and take videos of what they social media rigmarole and make things goods company created with the are buying (their “haul”) and talk about easier on themselves by sticking to print E2006 merger of Riddell Bell and the fashion. These vloggers are hugely outlets. It just doesn’t work. Easton Sports, has brought in Kimberly- influential and have large followings on “Traditional” beauty editors have Clark veteran Laura Moore to establish YouTube/Facebook/Twitter. Brands are since joined the blogging, tweeting, and and lead a corporate communications engaging with these vloggers by offering Facebooking fray. A typical fashion unit. them gift cards to go shopping or spon- magazine editor is now interested not Moore takes the role of Senior VP, soring their individual videos.” only in her print flagship, but the maga- Corporate Communications, reporting to Authenticity a must zine’s blog and website, as well as her president/CEO Paul Harrington and Today’s consumers were raised with a own personal blog, each of which has overseeing public affairs, media cynical eye. Authenticity is coveted, cul- been created with a different personality relations, crisis communications, PR and turally mined, sought after like a pre- in mind. This means PR pros must stay internal comms. cious resource. With this much direct, on top of a publication’s different media She has merger inte- personalized engagement, experts said offerings and understand the reach, gration experience the onus is on PR pros to craft messages scope and style of each. Agencies need from an earlier stint as that are consistent and sincere. It’s more to manage and execute the client’s mes- Senior VP, PR and important than ever to spend the time sage consistently in this realm; messages Internal Comms., for developing a strategy before it’s spread should not only be personalized, they Regions Financial through the channels. should be integrated uniformly across Corp. “We used to dedicate our creativity, the gamut of media’s various outlets. So, E-B, based in Van time and budgets trying to persuade the be consistent, but deploy that consisten- Nuys, Calif., had first media to write and talk about our clients. cy in different messages each time. If it Laura Moore quarter revenue of Today that’s still important, but it’s at sounds difficult, that’s because it is. $203.4 million. Its least as important to inspire our end “We have to be creative and have to sports equipment users and influencers,” Morehouse said. understand how different media help brands include Easton, Bell, Riddell and “A lot of times that means saying no and elevate visibility,” Schuon said. “There’s Giro for pursuits like baseball, football, turning down opportunities and events always going to be your top fashion cycling and hockey. that might generate a short term buzz but magazines and lot of them have digital Moore was also VP of Global Comms. don’t fit within the long- or short-term versions and if you don’t get your story for Kimberly Clark, Senior VP, Comms. strategy. Plus, many companies want to in print, digital is still powerful.” and PR, RadioShack Corp., and VP, ‘do PR,’ but aren’t necessarily sure what Of course, many fashion editors have Corporate Comms., for Zale Corp. they want to accomplish or how they since left their print posts outright for MSLGroup is E-B’s PR agency. will measure it. That’s why you have to blogs. And many bloggers are now a

SEPTEMBER 2011 WWW.ODWYERPR.COM 19 Septmagazine:Layout 1 8/31/11 12:08 PM Page 20

Profiles

O’Dwyer’s Guide to: BEAUTY & FASHION PR

9.11

Mary Kay and Coyne PR created experiential workshops for press to test out Mary Kay’s groundbreaking new foundation. This intimate, multi-session event provided a personalized experience for editors, during which a celebrity makeup artist provided shade-matching tips and Mary Kay’s Chief Scientific Officer spoke about the formula- tion and benefits, as well as data from a survey of real women on perceptions and concerns about foundation, helping to demonstrate the need for this new “foundation + skin care” product.

and J.R. Watkins Naturals. unbridled creative force, limit- Our team of savvy, senior less enthusiasm and unmatched strategists does its best work for client service, Coyne PR attracts clients who are ready for game- high-caliber clients and leading changing thinking and eye-pop- brands in every industry, includ- ping results in brand strategy, ing the beauty and fashion indus- search optimization, social media tries. Coyne PR’s Beauty & strategy, media relations, employ- Fashion team implements cam- ee communications, mergers and paigns for clients including Mary acquisitions and crisis manage- Kay, Naturalizer and Casio ment. Timepieces. The team knows that the measure of success is based COYNE PR on the ability to impeccably groom the client’s image. From product launches and special 5 Wood Hollow Road Parsippany, NJ 07054 events, to social media cam- Angelina Jolie wears a Jenny Packham evening gown on the red 973/588-2000 paigns, the Beauty & Fashion carpet at the Los Angeles premier of the Tree of Life. Film Fashion www.coynepr.com team thinks bigger and acceler- Client: Jenny Packham. ates buzz for its clients, always 1065 Avenue of the Americas keeping a finger on the pulse of 28th Floor this fast-paced industry. Coyne boutique located in Saint Paul, New York, NY 10018 PR’s Beauty & Fashion team BEEHIVE PR Minn. We help our clients find 212/938-0166 combines strategy and creativity creative paths from where they are to generate the best possible Tom Coyne, CEO to where they want to be. Our , President results — taking each and every 1021 Bandana Blvd. E., Suite 226 Rich Lukis inspiration comes from listening , Vice client exactly where they want to St. Paul, MN 55108-5112 Deborah Sierchio to what their key audiences need, President, Beauty & Fashion be … and beyond. 651/789-2232 Fax: 651/789-2230 then engaging them when and www.beehivepr.biz where it matters most. Coyne PR is unlike any The October issue of O’Dwyer’s will profile Beehive’s staff has extensive agency you’ve experienced PR firms that specialize in healthcare. If beauty and fashion expertise, and Lisa Hannum, CEO before. Brands come to us for our you would like your firm to be listed, con- Nicki Gibbs, Vice President has represented brands like reputation and stay with us for tact Editor Jon Gingerich at 646/843-2080 Christopher & Banks, Dayton’s, the commitment and passion we Beehive PR is a strategic PR Dressbarn Stores, Juut Salonspa have for their business. With an or [email protected] 20 SEPTEMBER 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Septmagazine:Layout 1 8/31/11 12:08 PM Page 21

PROFILES OF BEAUTY & FASHION PR FIRMS

Natalie Best, Executive Vice FILM FASHION President / Principal French/West/Vaughan (FWV) A Division of Rogers & Cowan is the Southeast’s largest public Pacific Design Center 8687 Melrose Ave., G684 relations, public affairs and Los Angeles, CA 90069 brand communications agency, 310/854-8195 independent or otherwise. Fax: 310/854-8138 Founded in 1997, FWV contin- [email protected] ues to play a leading role in www.filmfashion.com beauty and fashion industry marketing. Carla Blizzard, Senior Vice Headquartered in Raleigh, President N.C. with offices in New York City, Dallas, Tampa and Los Film Fashion, an exclusive Angeles, FWV specializes in division of Rogers & Cowan, spe- helping clients build retail and cializes in matching fashion and consumer demand for their accessory brands with prominent product lines through celebrity celebrities to provide heightened product placement, media cov- brand awareness. This specialty erage, line reviews, fashion pre- PR firm creates customized solu- views, cooperative retail pro- tions to match clients and their motions and high-visibility latest fashions with the “right” trade show support. celebrities and trendsetters that The agency consistently earns embody their brand and promote accolades for its outstanding the desired image. work and recently placed fourth The firm leverages these in the country for PR firms spe- Hollywood associations into cializing in beauty and fashion, media coverage through the exe- according to the 2011 cution of strategic media relations O’Dwyer’s Ranking of PR campaigns targeting key fashion, Firms. FWV also won the 2006 lifestyle, and entertainment press. O’Dwyer’s award for PR excel- Day-to-Day media activities for lence in beauty and fashion for their roster of fashion designers, its work with Justin Boots’ fine jewelers, luxury goods, and Vintage Collection. specialty retailers may include FWV’s present and past beau- designer profiles, collection ty and fashion clients include launches, and fashion shows. Wrangler and Riders jeans, Film Fashion’s unique showroom Justin Boots, Gemesis Diamond Hope-Beckham’s client Belk Inc. unveiled the 2011 fall fashions with space provides an optimal loca- Company, Kinder Soles, Lily of tion to introduce media, stylists Givency’s “Belfort” collection. Check out more fashions at France and Vanity Fair lingerie, www.belk.com. and celebrities to our client’s Speedo, Vidal Sassoon, brands by housing an edited col- Givenchy, Ferragamo, Bob lection of samples. Mackie, Celine, Escada, La Recent projects have included Prairie, Joanna Mastroianni, effectively communicate with dressing celebrities for magazine Charles & Colvard Created the consumer that raises aware- photo shoots and red carpet Moissanite, That’s So Raven HUNTER PUBLIC ness and influences buying deci- appearances, securing editorial Fragrance and Wrangler sions. RELATIONS placements and coordinating Fragrance for Men, Vincent Let Hope-Beckham be the product placement working with Shoes, Dearfoams, Diana voice that speaks to your audi- talent such as Jennifer Lopez, Vincent Jewelers, Swatch, 41 Madison Avenue, 5th Floor ence. New York, NY 10010-2202 Taylor Swift, Penelope Cruz, Monet, Marithe & Francois From the launch of a new 212/679-6600 Halle Berry, Eva Mendes, Carrie Girbaud, Kasper A.S.L suits and clothing line or the season’s top [email protected] Underwood, Beyoncé and Katy sportswear, Susan Gail hand- colors, new product innovations www.hunterpr.com Perry. Clients include A Pea in the bags and Joe Boxer. or celebrity fragrances, to the re- Pod, Catherine Malandrino, Grace Leong, Jason Winocour, Chopard, David Meister, Georges HOPE-BECKHAM, branding and celebrating new Jonathan Lyon, Claire Burke, Chakra, Jenny Packham, Pamella retail locations, Hope-Beckham Mark Newman, Donetta Allen Roland, Swarovski, Tadashi Shoji INC. understands how to effectively and Gigi Russo, Partners and Zuhair Murad. reach a targeted audience. Hope-Beckham serves Hunter Public Relations is a 17 Executive Park Drive, Suite 600 Fortune FRENCH / WEST / Atlanta, GA 30329 500 and smaller compa- certified woman owned, top- 404/604-2613 nies and organizations with the ranked marketing communica- VAUGHAN [email protected] same energy, commitment and tions firm specializing in con- www.hopebeckham.com solid results. sumer and lifestyle public rela- Why Hope-Beckham? tions. Revitalizing mature 112 East Hargett St. The latest “must have” dress Raleigh, NC 27601 Hope-Beckham is committed brands, creating buzz for new 919/832-6300 or beauty product, the opening to being the best resource for products and building aware- www.fwv-us.com of a new retail location … what clients — responding quicker, ness among key influencer do these things have in com- working faster and smarter and mon? providing the best possible value Rick French, Chairman & CEO Continued on page 22 David Gwyn, President / Principal They lack a voice, a way to for its clients.

ADVERTISING SECTION SEPTEMBER 2011 WWW.ODWYERPR.COM 21 Septmagazine:Layout 1 8/31/11 12:08 PM Page 22

PROFILES OF BEAUTY & FASHION PR FIRMS

HUNTER PR rience in luxury lifestyle brands. As long-term publicists for the Continued from page 21 American Express-Harrison Group yearly Survey of Affluence and Wealth in America, we are groups and celebrities are privy to the most up-to-date, among the firm’s specific areas detailed findings on what drives of expertise. the behavior of the rich and Independently owned and super-rich. operated for 22 years, the 80- Our work product is character- person firm offers strategic ized by ingenuity in thinking and Leading the Travel Industry marketing PR services includ- transparency in work style. Our ing creative ideation and brain- goal is to deliver shrewd brand storming facilitation, traditional strategy, high-impact media out- and social media relations, spe- reach, exciting events, com- by Providing Professional cial event production, product pelling celebrity endorsements, introductions, anniversaries, targeted social media and bold consumer contests, local market strategic alliances — always in Travel Services Since 1972 events, spokesperson tours and the context of an integrated strat- crisis counseling on behalf of egy. Result: positive brand aware- some of America’s most ness, increased sales and long- beloved and best known brands. term brand value for our clients. Clients have included Johnson For more information, please & Johnson, L’Occitane visit www.jgordonassociates.com. (Melvita U.S. launch), Dana Classic Fragrances, Alberto- KAPLOW Culver, Church & Dwight, and the New York City Clothing Bank. 19 West 44th Street, 6th Floor New York, NY 10036 212/221-1713 JANINE GORDON [email protected] ASSOCIATES www.kaplowpr.com Kaplow West 11 East 26th Street, 19th floor 795 Folsom Street New York NY 10010 San Francisco, CA 94107 212/221-1713 [email protected] Hunter Public Relations leveraged a Spa Week sponsorship to www.jgordonassociates.com Liz Kaplow, CEO Evan Jacobs, CFO launch its new Carefree® Acti-Fresh™ liners. As the title sponsor of ® Janine Gordon, President & Spa Week 2011, the makers of Carefree liners hosted a relaxing Kaplow is an award-winning cocktail party where select consumers received spa treatments, as CEO Alvin Schechter, Chairman public relations firm dedicated to well as hair and makeup consultations from Allure. During this John Donofrio, CFO cultivating brand identities and • Business Travel Consultants evening event in New York City, Allure educated consumers with reputations that nurture happy, tips on how to refresh their summer beauty routine. Established in 1993 by Janine loyal consumers. Kaplow exists • Strategic Meetings Management Gordon, formerly CEO of Saatchi for a singular reason: to emotion- & Saatchi Public Relations, JGA ally connect our clients’ brand is a highly creative boutique with stories with consumers who mat- • Government Travel Contractors Locations: the savvy and energy required to ter. We create programs that inte- build successful beauty brands. grate a mix of traditional and North America We know that the most valu- social media to reach and influ- • Over 200 Offices Worldwide able component of a premium ence consumers where they live. beauty product is its brand image. Kaplow’s creative digital strat- Middle East JGA’s Health & Beauty special- egy division, Kdrive, partners • Competitive Online Booking ists are highly skilled in commu- with our video creation, produc- Europe nicating that image through our tion and distribution center, • One-on-One Travel Consultation solid connections to leading con- Kstudio, to push PR beyond the Asia sumer beauty and lifestyle jour- edges of traditional media to nalists and personal access to build word of mouth about • Leisure Travel Experts Find out about cruises sailing from New York trendsetters, influencers and brands, fueling conversations and other worldwide destinations third-party spokespeople. Clients where they occur. have included Bare Escentuals, Best-in-class clients include: Make Up For Ever, nailtiques, Target, Skype, CVS Corp, 888-333-3116 CARGO Cosmetics, diptyque, Foursquare, Avon mark & Avon and Mustela®, among others. Foundation, Timex, Alberto Our chairman, Alvin Culver (Nexxus & St. Ives), Schechter, brings outstanding Carter’s & OshKosh, Tumi, Baby branding expertise to JGA clients, Phat, CafePress, Groupe SEB JGA Account Executive Jade Moore (left) with CARGO Cosmetics being one of the founders and for- (Rowenta & T-Fal), GSI Make-up Artist Renée Ryan, preparing for a deskside meeting with mer CEO of Interbrand Commerce, HauteLook, 212-563-3500 • OmegaNewYork.com Marie Claire beauty editors. Corporation. Coupons.com, TheFind, Shiseido JGA has especially wide expe- and CEW. World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 22 SEPTEMBER 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Septmagazine:Layout 1 8/31/11 12:08 PM Page 23

Leading the Travel Industry by Providing Professional Travel Services Since 1972

• Business Travel Consultants • Strategic Meetings Management • Government Travel Contractors Locations: • Over 200 Offices Worldwide North America Middle East • Competitive Online Booking Europe • One-on-One Travel Consultation Asia • Leisure Travel Experts Find out about cruises sailing from New York and other worldwide destinations 888-333-3116

212-563-3500 • OmegaNewYork.com World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 Septmagazine:Layout 1 8/31/11 12:08 PM Page 24

PROFILES OF BEAUTY & FASHION PR FIRMS

— play to and ignite consumers’ world’s largest beauty compa- The agency is located in New LOVING + tactile, sensual, emotional and nies or a new entrant to the York and Los Angeles, two of the style prerogatives, providing a beauty/fashion marketplace. largest fashion capitals in the COMPANY traditionally static craft with a world. We offer extensive expert- powerful sensory dimension. MOREHOUSE ise in the fashion, beauty and lux- 276 Fifth Avenue, Suite 801 Furthermore, M&F is an ury categories providing publicity New York, NY 10001 agency capable of “master pair- COMMUNICATIONS and marketing campaigns, social 212/213-3504 ings.” Uniting brands that share INC. media strategies, special event Fax: 212/213-4790 visions, yet don’t compete, has support, celebrity/influencer www.lovingandcompany.com yielded provocative and fruitful seeding, promotions and product partnerships, promotions, editori- 16496 Falmouth Drive placement. Our commitment is Loving + Company is a full- al coverage and new customers. Cleveland, OH 44136 illustrated in the work we do in service public relations firm spe- 440/846-6022 These include working with Fax: 440/846-6024 promoting men’s, women’s and cializing in building brands that “Project Runway” Season Six [email protected] children’s apparel, eyewear, help people feel good, look great winner Irina Shabayeva, to incor- handbags, shoes, jewelry, time- and live well. Focusing on con- porate actual Tupperware plastic Jayne Morehouse, President pieces, beauty/skincare products, sumer-engaging, bottom-line- into her designs for her first celebrity brands, designers and driving lifestyle PR, the agency Fashion Week runway show; fashion-related events. works with major personal care, At Morehouse Comms., Inc., pairing RCA televisions with skin we build beautiful relation- Clients have included Kohl’s beauty, wellness, home design care brand Malin & Goetz; and Jennifer Lopez and Marc and fashion brands. ships for new, growing and launching Italian beer Peroni at established brands, products Anthony collections, Avon The agency blends classic PR NY Design Week. VIP and Voices, Pastry by Angela and expertise with new media know- and personalities. We commu- celebrity relationships are also nicate beauty, fashion, well- Vanessa Simmons, Miche Bag, how to produce consumer-sur- incorporated in both subtle and Byer California, TW Steel, rounding brand experiences. ness, natural and lifestyle substantial ways. brands’ stories directly and via Swarovski, Sunglass Hut, Ray- Loving + Company builds client M&F’s exclusive client roster Ban, Clinique, Coty's Beyoncé programs that change minds, targeted traditional and social includes footwear leaders media to the audiences who Pulse and David Beckham build dialogues, win hearts and Rockport, Brooks Sports and — Fragrances, Luxottica Group, move products. Strategic cre- matter most from end con- MBT; Mercedes-Benz USA; sumers to your industry, from Innovative Skincare, Wrinkle ativity is a hallmark of the firm. Brookfield Properties; and Free Eyes, David Babaii for With an eye on pop culture and your distribution partners to William Grant & Sons’ portfolio your own community to create, WildAid, Sponge Skincare, serious style, agency thinking is of brands, including The Dylan’s Candy Bar, ETRO, adventurous, unexpected and build and strengthen aware- Balvenie, Hendrick’s Gin, and ness, leadership positioning, Origins Earth Month Concert and engaging. Glenfiddich. Glamour’s Reel Moments. Specializing in Brand sales and ongoing connections. Our point of difference Building, Media Relations, MCENTYRE RUDER FINN. INC. Social Media Marketing, Event comes from a deep and interac- Management, Crisis PUBLIC tive understanding of our Communication and Cause- clients’ businesses, coupled 310 East 57th Street Related Marketing, Loving + RELATIONS with an indelible passion for New York, NY 10022 the growth of their brands. But 212/593-6400 Company delivers true life + Direct: 212/593-6387 style marketing. 305 Madison Avenue, Suite 1028 most of all, our fun, entertain- ing and relevant communica- [email protected] New York, NY 10165 www.ruderfinn.com MALONEY & FOX 212/856-9777 tions process makes your Fax: 212/883-1771 brand memorable. Louise Harris, President, [email protected] International, New York 89 Fifth Avenue, 4th floor www.mcentyrepublicrelations.com ROGERS & New York, NY 10003 Ruder Finn offers award-win- 212/243-2000 Although the company has COWAN Direct: 646/356-8383 ning brand positioning, media Fax: 212/243-5500 won business in the toy, publish- expertise and insider access to ing and luxury travel market, 919 Third Ave, 18th Floor traditional press, social media [email protected] New York, NY 10022 [email protected] beauty and fashion remains the and influencers to communicate cornerstone at McEntyre Public 212/445-8400 www.maloneyfox.com Fax: 212/445-8290 a clear message to consumers. Relations. And while the agency [email protected] With global capabilities in the Julie Levinthal, Fashion Biz works with domestic clients, it www.rogersandcowan.com U.S, Europe and Asia, Ruder Director continues to attract foreign com- Finn's team of lifestyle experts panies eager to launch their Fran Curtis, Executive Vice help to develop storylines, shape Maloney & Fox (M&F) under- products in the American mar- President (New York) strategy and deliver measurable stands how important editorial is ket. Companies in India, Maggie Gallant, Senior Vice business results for luxury, fash- for fashion and accessories Australia, Taiwan and Ireland President (New York) ion and beauty brands. brands. That’s a given. We build look to McEntyre for the Carla Blizzard, Senior Vice Our client roster has included a strong foundation of coverage agency’s big ideas — creative President (Los Angeles) such luxury fashion and beauty for our clients and then execute a and ingenious ways the firm brands as Sephora, Hermes, and holistic set of PR and Marketing uses to get clients noticed fast Rogers & Cowan treats each Cartier. strategies to bring brands into the and favorably. Media placement one of its Fashion and Beauty One of the earliest internation- zeitgeist and boost profits. is key here and the firm, utiliz- brands as a celebrity — because al agencies strategizing with lux- M&F knows how to maximize ing all media channels, routinely every brand has a distinct per- ury brands to enter China’s 2nd- an attribute and celebrate an idio- scores national television, print sonality that sets it apart. With tier and 3rd-tier cities, Ruder syncrasy. Our highly successful and online hits. Working in tan- many of the top brands in Finn has developed long-stand- experiential marketing initiatives dem with clients’ brand man- Fashion and Beauty under our ing client relationships that — such as for the launch of a new agers, the company takes pride banner, we were among the very include Canali, Givenchy, Follie line of Rockport shoes or the in helping to accomplish mar- first PR agencies to leverage the keting and sales goals — opening of outerwear brand explosive marketing power of Continued on page 26 Nau’s first New York City store whether it is for one of the fashion and celebrity.

24 SEPTEMBER 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Septmagazine:Layout 1 8/31/11 12:08 PM Page 25

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PROFILES OF BEAUTY & FASHION PR FIRMS

RUDER FINN with key fashion stylists who David Grant, President, International Nail Technicians pull items that appear on red PopSugar Studios & TV Association (INTA), Independent Continued from page 24 carpets and in fashion editorials, explains “They are pros who Cosmetic Manufacturers and garnering worldwide exposure have the runway, front-of-house Distributors Association (ICMAD), for the brands. and back stage well-covered, P&G Beauty & Grooming, P&G Folli, Hennessy, Forevermark With sound judgment and with solid bites from many of Salon Professional and Pivot Point (previously DTC / De Beers) and common sense, this boutique the key designers and celebri- International. The Cotton Council to name a firm provides small agency serv- ties.” few. As China continues to enjoy ice with big agency reach. “We turn to them not just for WEBER remarkable economic growth, Senior level involvement at runway footage, but for all the wealthy Chinese are catching up every stage of programming, celebrities and red carpet SHANDWICK with the rest of the world and allows Truth Be Told to provide action,” says Inside Edition pro- making a global impact on luxu- big-picture branding that goes ducer Lisa Azran. “Vidicom 919 Third Avenue ry and fashion brands around the well beyond traditional public covers fashion like any news New York, New York 10022 world. China is now the 3rd relations. story and gets the relevant inter- 212/445-8000 biggest luxury goods consumer, Service offerings include: views.” www.webershandwick.com growing at an annual rate of media relations, brand building Among Vidicom’s guaranteed 20%-30%. The China Luxury events, social media utilization, distribution for client content, is Lisa Sepulveda, President, product launches, integrated its subsidiary CityBuzz Global Consumer Marketing Forecast, a yearly in-depth annu- 212/445-8179 al analysis by Ruder Finn Asia, marketing concepts, promotions (www.citybuzz.com) which [email protected] examines and charts the trends and events, corporate identity broadcasts on the web and in and cause-related programming. luxury hotel rooms, JetBlue, and influencing factors in the Buffy Hersly, Senior Vice market. This unique knowledge cruise lines, and NYC President, Beauty & Fashion has allowed Ruder Finn China, VIDICOM Television. 212/445-8133 with offices in Shanghai, In addition, Vidicom launched [email protected] Beijing, Guangzhou and Hong 1775 Broadway, Suite 401 www.News2know.com in 2011. Kong, to offer even more com- New York, NY 10019 The site posts all client video Jill Murphy, Chief Business munication and positioning serv- 212/895-8300 projects for subscribing web and Development Officer ices in this key market. www.vidicom.com TV journalists to download. And, 212/445-8339 to energize consumer interaction, [email protected] TRUTH BE TOLD, Christy Ferer, Founder and CEO Vidicom’s www.dealdiva.com posts brand videos and brand Weber Shandwick has exten- INC. Vidicom is a leading innova- freebies or benefits. sive experience in the beauty, tor in multi-media content and personal care and fashion cate- 183 Madison Ave., Suite 1201 interactive consumer experi- VI NELSON & gory. The beauty and fashion New York, NY 10016 ences for brands. We create and group represents top-tier brands 212/477-8090 distribute content leveraging ASSOCIATES, in the industry ranging from skin Fax: 212/213-4482 earned, paid, and owned media INC. and hair care to intimate apparel [email protected] that bridges both traditional and and outerwear. www.tbtpr.com digital/mobile media outlets. We offer a strategic approach Vidicom was the first company 1560 N. Sandburg Terrace to beauty and fashion with an 9350 Wilshire Blvd., Suite 324 to produce and distribute fash- Suite 3410 experienced, passionate team of Beverly Hills, CA 90212 Chicago, IL 60610 310/550-7200 ion runway videos in the late experts who know how to break 70’s. It continues to be a pio- 312/944-1262 through the clutter of competi- Fax: 310/550-7240 [email protected] neer in the beauty and fashion [email protected] tive, fast-paced and dynamic Stacy Kaplan and Amanda industries. During the 2011 markets. Expertise includes Schuon, Founders fashion season, Vidicom pro- Vi Nelson, President brand building, product launch- duced the first interactive video Kate Cicela, Vice President es, social media strategy and Truth Be Told, Inc. is a pre- community across social media execution, editor and blogger mier public relations, brand for Isaac Mizrahi and Charlotte Vi Nelson & Associates, Inc., events, celebrity spokesperson development, event manage- Ronson. (VNA) specializes in connect- acquisition, event and fashion ment, and entertainment agency Through the power of video ing with and influencing the show planning, grassroots mar- with offices in New York and and live digital broadcasts, beauty and spa industry through keting, branded entertainment Los Angeles. Founders Stacy Vidicom creates virtual commu- creative and integrated commu- including integration and spon- Kaplan and Amanda Schuon are nities that engage with brands, nications. Among the firm’s sorships, celebrity and influ- perfectly contrasting and com- and each other, over streaming proven strengths are salon/spa encer seeding, retailer support, plementary in their approach to websites including Facebook. industry research, strategic cause marketing and issues man- clients, demonstrated by the This broadcast video is then communications, multi-faceted agement. partnership they have forged. repurposed to embed brand marketing programs, strong The team’s style-savvy, cou- Founded in 2002, Truth Be messaging again in digital, tele- media relations, educational and pled with strong relationships Told is known for their profes- vision and out of home distribu- promotional material develop- with key influencers including sionalism, integrated, strategic tion. Brands including L’Oreal, ment, cause and relationship beauty & fashion editors, pro- and creative programming. Macy’s, Calvin Klein, Donna marketing. VNA combines PR ducers, celebrity stylists, make- Truth Be Told focuses primarily Karan and Ralph Lauren target- and marketing expertise with a up artists and Hollywood A-lis- on luxury lifestyle brands ed engaged viewers and after, high level of salon industry ters enable us to produce award- including: fashion and acces- gain impressions from tradition- understanding. winning results for clients. From sories, wine and spirits, publish- al media. We are the communications the beauty and fashion pages to ing, youth and baby, travel, Streaming to partners’ web- resource for leading associations, national morning shows and hotels, hospitality, entertain- sites and television outlets, our events and companies in the beau- entertainment media to the most ment/celebrity, cultural institu- media partners turn to Vidicom ty industry, including America’s influential blogs, Weber tions and beauty. for fashion and beauty cover- Beauty Show, American Shandwick gets beauty & fash- On behalf of their fashion and age. Association for Esthetics, ion brands noticed — by the accessories clients, Truth Be “Vidicom’s fashion week ColorAmerica, Cosmetologists right audiences, in the right ven- Told maintains relationships video is fast and relevant.” Chicago, Cosmetólogos Latinos, ues and at the right time.

26 SEPTEMBER 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Septmagazine:Layout 1 8/31/11 12:08 PM Page 27

O’DWYER’S RANKINGS TOP BEAUTY & FASHION PR FIRMS 1. Edelman New York $32,008,078 2. Ruder Finn New York 7,000,000 3. Kaplow New York 3,550,000 4. French | West | Vaughan Raleigh 2,854,475 5. 5W Public Relations New York 2,600,000 6. Coyne PR Parsippany, NJ 1,142,000 7. Hunter PR New York 869,302 8. zcomm Bethesda, MD 602,841 9. Gregory FCA Ardmore, PA 425,000 10. Allison & Partners San Francisco 320,000 11. O’Malley Hansen Comms. Chicago 299,000 12. TransMedia Group Boca Raton 250,000 13. Linhart PR Denver 232,639 14. Beehive PR St. Paul 221,628 15. Black Twig Comms. St. Louis 157,200 16. rbb PR Miami 131,515 17. Zeno Group Chicago 123,835 18. Seigenthaler PR Nashville 73,922 19. Maccabee Group Minneapolis 73,255 20. Richmond PR Seattle 52,074 21. Trevelino/Keller Atlanta 52,000 22. Boardroom Communications Plantation, FL 50,000 23. Luckie Strategic PR Birmingham, AL 40,500 24. Kotchen Group Farmington, CT 30,643

OPINION Professional Development Five rules for social media in most organizations, profane or By Fraser Seitel Employees should understand that provocative language has no place on some companies go to great lengths to the corporate blog. And that goes dou- continually scan internal social media ble for racist, sexist, ethnically offen- activity to catch inappropriate or non- sive or obscene language of any type. ince social media rules the com- compliant activity. Forewarned is fore- Politically correct? You bet. munications scene, every organi- armed — and ultimately appreciated by • Personal attacks. Szation should create and abide by those being watched. Dissing other employees is also taboo its own social media 2. Explain who can do what. on a corporate-sponsored social com- rules. Indeed with- An increasing number of organiza- munication vehicle. The blog is meant out corporate guide- tions sponsor corporate blogs, designed for civil discourse. Civility may be a lines about who can for employee participation. In so doing, concept that is becoming outmoded in a use it, when they companies encourage the staff to share society of declining standards. But can use it, and how their experiences, air their concerns, corporations ought to be better than suggest improvements, and engage in that. they can use it — the conversation. So everybody is • Litigation-related. organizations run eligible. As loathsome a collective group as the risk of employ- Fraser P. Seitel has Then, too, for some employees, social they might be, nonetheless lawyers been a communications ees running amok media is a primary part of their job. must be listened to. Blog comments on consultant, author and on Facebook and Public relations staffers, for example, actual or threatened lawsuits can only teacher for 30 years. He Twitter, to the are assigned to monitor and keep lead to trouble. And the last thing an is the author of the Prentice-Hall text, The ultimate detriment apprised of developments on the ’net. organization needs from its internal Practice of Public of their employer. So those employees are relatively unre- blog is more trouble. Relations. Social media stricted in their use of social media. • Sales-related. zealots, of course, For others, however, whose jobs have Comments focused on selling or rec- argue against imposing rigid corporate nothing to do with conversing on the ommending a product or service also guidelines on the use of social media ’net, the use of Facebook and Twitter ought to be barred from the blog. Such during work. After all, they argue, social and other social media vehicles may be spam has no place in a blog designed media isn’t “part time” but is at work expressly limited to use at breaks or for airing employee concerns and 24/7, and employees aren’t restricted by outside work. suggestions. “firewalls.” Companies that block Again, all of this should be spelled • Off-topic. social media, they say, “are unwisely out. The Internet is a spawning ground for removing themselves from the conversa- 3. Forbid anonymity. uninformed, off-the-wall, and often tion.” Conversely, if employees are Anybody who posts a comment on an reckless commentary, offered up by allowed to vent, unfettered by corporate internal blog must identify him or her- manic shut-ins with little better to do sanctions, so this argument goes, they self. If not, the censors shouldn’t allow than ramble on to the blogosphere. (No will ultimately be happier, more trust- the comment. offense.) ing, more dedicated workers. Corporate blogs should be “moderat- So those who manage the corporate Poppycock. ed” by the company, and employees blog must keep a sharp eye on the con- You work for the company, get paid should understand that. Comments versations represented. They should by the company, and, therefore, when shouldn’t be posted immediately, but exercise the prerogative to exclude you are at the workplace, you are sub- rather only after they are screened for comments that have little relevance to ject to the company’s rules. And if the relevance and compliance to internal the topic-at-hand. company wants to monitor your emails, rules of the road for social media con- 5. Acknowledge the penalties. restrict your computer browsing, and versation. Just as all employees should know the bar you from socializing on Facebook Censorship? You bet. But the boss rules that govern internal social media, or Twitter, then that’s its right as your pays your salary so he makes the rules. so, too, should they know the conse- employer; just as it’s your right to leave We need to know who you are and that quences they will face if they violate the if you don’t like those policies. you are not posting a “no-no.” corporate social media strictures. So what kind of social media rules 4. Clarify what’s a “no-no.” The point is – as professional commu- then, should internal communicators Prohibited social media activities nicators know better than most — any suggest that management adopt? The should be clearly spelled out in guide- time anyone puts words on paper or a following should be considered: lines for all, so that employees are computer screen and sends those pearls 1. Admit you’re watching. aware of what they’re not permitted to of wisdom to others, he or she is taking Every employee should know do. a calculated risk. When the words are straightaway that Big Brother is aware Here, for example, is what Wells sent under the auspices of a corporate of what they’re sending out. They may Fargo prohibits from going on its inter- employer, it is the organization which grouse about it, but they’ll at least give nal blog: shares in the risk. you credit for making them aware that • Offensive language. That’s why in a day where “social off-color emails, boneheaded tweets, or Maybe if you work for Eminem or media rules,” every organization must foolhardy Facebook messages will be Akinyele, tossing around Internet pro- clarify for its employees, its own set of monitored. fanities might be par for the course. But “social media rules.”

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Limited liability co. vs. S corporation Financial Management By Richard Goldstein using a LLC. income of an LLC may be allocated Non-tax reasons for forming an S among the members as they agree corporation versus the LLC subject to rules restricting abusive he most popular entity of the There are many non-tax related rea- income shifting. S corporation nineties was the limited liability sons for forming an S corporation. income, however, is allocated ratably Tcompany. Most new PR firms Some of these reasons are listed below: per share and one economic class of that I meet with seem to opt for the • A shareholder death does not affect stock is permitted. In this respect, the LLC. However, the LLC may not be the the legal existence of an S corporation. LLC is preferable. best choice in all However, the death of an LLC member • The shareholder of an S corporation cases. [This column can dissolve the LLC. can deduct his or her flow-through does not consider a • A shareholder rarely has the right to losses only to the extent of his or her regular C corpora- require the corporation to cash him or basis in the S corporation stock and in tion. In most case her out. To the contrary, LLC members any loans made to the S corporation. the C is not the often have the right to receive fair The deductibility of losses by an LLC entity of choice for value for their interests. S corporations member is similarly limited to basis, midsized and small are generally preferable. However, a but basis is increased by his or her Richard Goldstein agencies and is not minority owner may consider the LLC share of the LLC’s indebtedness to oth- is a partner at discussed in this preferable. ers. Thus, when a business intends to Buchbinder Tunick & column.] • As previously indicated any individ- borrow significantly and anticipates Company LLP, New ual or entity, foreign or domestic can be substantial taxable losses, LLCs are York, Certified Public The LLC does Accountants. offer flow-through a member of an LLC. Only individuals, preferable. tax advantages (the certain trusts, and certain corporations • Cash distributions from an S corpo- income or loss can be shareholders of an S corpora- ration or an LLC are tax-free to the flows to the individual or other entity tion. Neither the C corporation nor recipient to the same extent as losses tax return). For example, a LLC owned partnership nor complex trust can be an would be deductible. That is, basis is by an individual will report the result of S corporation shareholder. In this the key, and since member’s basis in an operations on his or her personal tax respect the LLC is preferable. LLC interest is increased by the LLC’s return (Schedule C). An LLC owned by • Generally speaking, forming an S other indebtedness, LLC’s offer a two or more is generally treated as a corporation is inexpensive. State filing greater opportunity to distribute cash partnership. The same flow-through to fees are modest and legal fees for draft- tax-free. the personal or other returns exists. An ing the organization documents are • An LLC can distribute appreciated individual would report the income or usually modest. If the shareholders property to a member without trigger- loss on his or her personal return based desire a detailed shareholders agree- ing any taxable gain. For example, ment the legal fees can become sub- assume art costing $100,000 current on the information provide on form stantial. Such an agreement is not fair value of $500,000 is distributed. 1065 K-1. required but highly recommended. The $400,000 appreciation is not tax- In general, the LLC offers the same Tax reasons for forming the S corpo- able to the member. On the other hand, benefit of the S corporation without ration versus the LLC an S corporation which distributes many of the S corporation restrictions. • An S corporation can participate in a appreciated property will result in S However, for most small or midsized tax-free reorganization whereas a non- corporation income — in this case agencies, the S corporation restrictions corporate entity cannot. This only $400,000. will just not apply. becomes an issue when the owners of a • The flow through income from an S Two restrictions of the S corporation business are willing to sell in exchange corporation to a shareholder is clearly — the inability to have a corporation as for stock in the purchaser. If some day not self-employment income subject to a shareholder or a foreign person as a the owners may wish to sell the agency self-employment tax. However, the shareholder — may make the LLC the in a tax-free transaction, the S corpora- flow-through income of an LLC mem- best choice. For example, the agency tion is preferable. ber is not clearly subject to or exempt may desire to raise equity capital, the • If an LLC qualifies as a partnership from self-employment tax. The issue at capital being invested by a corporation for tax purposes, the LLC itself is never hand is whether a member in an LLC, in exchange for stock. This transaction subject to federal income tax. All of its who is a partner for tax purposes, is will automatically terminate the S elec- income flows through and is taxable treated as a limited or general partner tion. An agency may desire, as an exam- only at the member level. Sometimes for self-employment tax purposes. This ple, an individual domiciled in Brazil to however, an S corporation’s income subject requires extensive discussion be an equity owner. The issuance of the itself is subject to federal income taxa- which is not pertinent to this column. shares will automatically terminate the tion. This is usually not the case unless This subject will be continued next S election. While there are structures the S corporation resulted from the con- month and explore tax planning that that can be proposed to mitigate these version from a C corporation. may be beneficial if the agency is con- problems, they just do not exist when •Special allocations. The taxable sidering a sales transaction.

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OPINION Guest Column Crisis PR often ignores forces of change

By Arthur Solomon Thus, for all clients, I always practiced public, can do considerable harm to “precautionary PR” — meaning pre-crisis clients. prevention — when planning or imple- Too quick statements from BP and Tiger menting an agenda. But unforeseen hap- Woods denying the severity of their prob- e are now well into 2011. By penings occur. When crisis situations did lems resulted in loss of credibility, and this time last year, PR crisis occur, I used out-of the box strategy and Wspecialists, from big and small fueled public and media distrust of future tailored the responses to each comments. Conversely, waiting too long companies, were all over the media land- situation, fortunately limiting the media and trying to conceal negative information, scape, frequently offering unsolicited coverage. as J&J did before announcing a product advice, often from playbooks that should Common sense and knowledge of have been revised recall, can also damage a company’s repu- which media will give your client a fair years ago. tation. shot at telling its story may temporarily Corporations were PR firms and their crisis specialists only assuage the bad coverage, but facts are knee deep in crises have to read the papers and watch TV to facts and in most cases no strategy can situations. Remem- see how crisis coverage has changed: sen- make it go away until the crisis runs its ber BP/Halliburton, sationalism, panel discussions and repeti- natural course. H.P., Toyota, tion of charges flourishes. Why do I believe that each crisis Goldman Sachs, J&J, The transformation from reporting it requires a different approach? Want an and Verizon “straight” to “exclamation!!!” reporting example? See the New York Times story of Wireless? And who actually occurred years ago with the Arthur Solomon, a August 9, 2010 about H.P. dismissing former newsman, was can forget Tiger advent of the 24/7 cable channels and talk Mark Herd as chief executive. The story, a senior VP at Burson- Woods, Mel Gibson, radio. But too often the reactions were under a four column headline, said that a Marsteller. Lindsay Lohan, Gov. from tired playbooks, not responses that PR crisis specialist convinced the directors Haley Barbour and kept up with the changing media. That’s that if they wanted to prevent a media cir- The Vatican? because crisis plans are often on the back cus, Herd should be fired. The best laid So have things changed in 2011? burner until one occurs and not continual- plans, etc. etc. Obviously not. It’s a boom time for crisis ly updated (or so it seems). Bottom lines: pros with ubiquitous media coverage of PR firms push media training on their • The traditional PR crisis manage- the Murdoch family / News Corp.’s hack- clients. But media training is a poor substi- ment playbook with musty, unoriginal ing scandal, debt ceiling debate, Wall tute for crisis preparation. Unlike planned and boiler plate ideas should no longer be Street meltdown and the specter of a dou- newspaper and electronic interviews, there pulled off the shelve and used; it should ble dip recession. is no advance notice of a media crisis. be amended to fit a specific client crisis. And as certain as day follows night, Thus, it’s difficult to prep clients. It makes The same is true for media training. more crises will occur. And like history more sense to conduct a crisis media train- • When public safety is involved, that is often repeated, most of the advice ing session after one occurs and the facts underplaying the severity of a crisis or offered will be outdated. are in. attempting to hide the facts, as BP and If there is one important PR lesson However, competent media training J&J did, will result in continual govern- learned from the disaster rich crops of should be undertaken as a preventative cri- ment and/or media skepticism when 2010/11 media crises, it is that the aged sis tool. But, in my experience too many statements from companies are issued. formula of confronting a media crisis often media training sessions were taken from • Avoid adding fuel to a crisis by say- does clients a disservice. the one-size fits all agency play book, and ing others exaggerated its extent, as Bob Each crisis has to be approached not tailored to specific client needs. Only Dudley, CEO of BP did in London on differently, even if it means delaying a the names of the company, not the facts, October 25, 2010. response for a day or three, until approach- were changed during the sessions. • The Delta Air Lines GI/baggage es that make sense for the situation are for- Also, it should be a must for crisis teams media coverage proves that even fast cor- mulated. Until they are, a general state- to have a person on the unit with hard- rective action after PR crises will not ment should suffice. Something like, “We news reporting/editing experience, both to immediately cease news stories. are reviewing the facts and will answer tell company executives what to expect • Respond to a crisis but don’t rush to media questions after all the details are when the crisis first occurs and then to make a statement, be cautious of your in,” or, in legal situations, “We have been evaluate how the media may react to what assertions and make certain they are fac- instructed by our attorneys not to answer is proposed. tual; err on the side of caution. any questions.” (But never “no com- During and after my nearly 25 years at • Getting out in front of a crisis does ment.”) That might not make the media Burson-Marsteller (where I traveled inter- not assure it will shorten media interest happy, but agencies commitments are to nationally as a media consultant to Korean and not be covered extensively. clients, not the media that loves “gotcha” and Australian government and Olympic • Holding more than an initial press journalism. officials and played key roles on a variety conference during a crisis situation is Responding too quickly after a crisis, of significant national and international rarely a good idea. Every story that (the old-fashioned way still in vogue with sports and nonsports accounts), I always emerges from the conference will revisit many crisis specialists), instead of gather- believed that protecting a client from the situation that caused the crisis, often ing and analyzing all the facts and consult- media controversy was more important Continued on next page ing with corporate lawyers before going than the “big hit.”

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Guest Column

gressman and Tom DeLay henchman The art of sandbagging Obama Dick Armey. By Kevin Foley Speaking of sandbagging, Armey now the president and Harry Reid, his wears a ten gallon hat on that 11 gallon metaphorical caddy, as the President head of his to convey to the good folks watched the speaker drop in putt after in flyover country he’s just one of them n golf, it’s called sandbagging. You putt, winning hole after hole. and not really a hard boiled inside-the- deliberately manipulate your handicap Suddenly, Obama was left on the beltway cynic out to cash in by doing Iupwards. When it comes time to bet, metaphorical 18th green with the sink- the bidding of the nation’s most power- your unsuspecting opponent gives you ing feeling that he wouldn’t be able to ful and wealthy citizens. shots based on his lower handicap. You cover his bet. America is falling for the con. Take a blow him away and collect the Nassau. Meantime, Boehner, looking like the look at the rubes who show up at Tea Thus, it was fat cat that swallowed the birdie, played Party rallies and you’ll see a bunch of instructive to watch his role in a bizarre Kabuki perform- graying baby boomers who now or will Barack Obama play ance, pretending to cajole House Tea soon depend on Social Security and golf with John Party freshmen into a compromise when Medicare, or know a family member or Boehner because meeting Obama half way was the last close friend who already does. you knew, sooner or thing on the speaker’s agenda. Yet they’re supporting the very people later, the wily old Boehner and his own caddy, Eric who want to take it all away. GOP pol would find Cantor, must have been hootin’ and hol- It’s a testament to the communications a way to sandbag lerin’ over Obama’s childlike naiveté skills and/or duplicity of Kevin Foley is presi- the newbie prez. when they hit the 19th hole. The FreedomWorks and other such outfits dent of KEF Media There they were Democrats got next to nothing in the when they can get large numbers of the Associates, an Atlanta- three months ago, debt ceiling deal but hard line conserva- electorate to vote against their own best based producer and dis- famously on the tives took a big first step toward their interests. All Kibbe has to do is tap tributor of sponsored golf course, just a news content to televi- long-cherished goal of dismantling those rich veins of prejudice, fear, sion and radio media. couple of high Social Security, Medicare and other anger, and ignorance. As long as you’re octane swells work- social programs. prepared to be completely dishonest as ing out a debt limit Not surprisingly, FreedomWorks FreedomWorks, it’s easy to sandbag deal. President Matt Kibbe was taking a victo- hapless voters. When the match was over, no doubt ry lap on the talk shows taking credit for Sandbagging is a big no-no at many Obama retired to the White House con- the deal. This is the guy with the careful- golf clubs, where quaint virtues like fident Boehner was a man of honor who ly manicured side whiskers who pur- honor and trust remain in vogue. Cheat would sort it all out on his side of the ports to lead the “spontaneous,” “grass and you quickly become a pariah. In aisle. Sure, the speaker would huff and roots” Tea Party, which in reality is a Washington, there appears to be no puff on Fox News, but in the end, a fair Frankenstein funded by the billionaire penalty for sandbagging your opponent. deal would be struck. Koch brothers’ and chaired by their own In fact, conservatives have made it an So imagine the looks on the faces of dependable caddy, former Texas con- art form.

CRISIS IGNORES CHANGE available to the media. Example: Fred be calling the shots during crisis planning Continued from previous page Wilpon’s interviews with The New Yorker and media responses. Crisis specialists and Sports Illustrated only emphasized should take their leads from account the financial plight of the Mets, rehashed managers. overshadowing new positive information. his Madoff connection and resulted in • A crisis is like Old Man River. It just • It is not a good idea to question the extended media coverage regarding keeps rolling along. The crisis team must integrity of reporters, when defending unflattering comments he made about his never assume “a job well done” just your own honor. ballplayers. because the media suspended reporting • After an initial statement, it is best to • Apologizing for an indiscretion has the crisis as a daily news story. let update announcements be posted on no affect on immediately minimizing Government hearings, feature stories and Web sites until all the facts are in. media coverage or preventing follow-up other follow-ups are often certain to • Importantly, don’t think you or your coverage. emerge. crisis team can control the media. • Attempted cover-up of a crisis only • Never promise a client that you can • Always be honest with the media. worsens the media coverage. limit media coverage of a crisis (unless • Don’t fall for the media game of “I • In an attempt to show clients how you want to jeopardize the account). need a statement immediately.” smart the agency is, (or maybe to justify • Crisis specialists should have learned • Proclamations of innocence, as the a huge new billing opportunity), too often from the many past disasters the impor- New York Mets owners did in the Madoff “crises team specialists,” with little tance for corporations and their agencies situation, on February 17, instead of knowledge of the account, are positioned to review and amend their crisis plans on letting attorneys do the talking, only will as saviors. a regular basis. intensify media coverage. • If an account is well-staffed, the As I’ve also preached about PR crisis • As I’ve said many times, top execu- account supervisors, who should know actions: unlike inexpensive clothing, one tives should rarely make themselves all aspects of the client, should primarily size does not fit all.

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WASHINGTON REPORT Bank lobby taps PR Chief

he American Bankers Association has a new PR face as the trade group for the $13 trillion banking industry replaces 20- Tyear veteran Ginny Dean. The Podesta Group’s Stephanie Matthews O’Keefe will take over as executive VP of communications for the Washington, D.C.-based group on Sept. 6. ABA president and CEO Frank Keating said the group is fortu- nate to recruit the former investment banker “at such a critical time for the banking industry.” O’Keefe has been a principal and director of business development for the past year at Podesta, which she joined in 2010 after a year as senior VP/comms. for the Export Import Bank of the U.S. APCO adds health veteran Her longest tenure has been with the non-profit development group Local Intitiatives Support Corp., where she stepped down in 2009 as senior VP, external affairs, after 15 years. She was also an PCO Worldwide has recruited Colin Mackay, former investment banker at Credit Suisse First Boston. communication and partnerships director at the A West Virginia native, O’Keefe was state director for the 1996 AEuropean Federation of Pharmaceutical Industries and Clinton-Gore re-election campaign. Assns., as director of its healthcare practice in Brussels. ABA represents the $13 trillion banking industry. Mackay is a 20-year veteran of the healthcare scene, holding posts at Weber Shandwick, Aventis and Organon Laboratories. D.C. housing group seeks PR Tresja Bolt, European chair of APCO healthcare, believes Mackay’s “first-hand experience working in the pharmaceutical business, healthcare-focused trade associations and PR enables he District of Columbia Housing Authority, D.C.’s top him to provide effective counsel to clients on range of issues landlord and one of its largest developers, is dangling a including stakeholder engagement, reputation and campaign Tstrategic communications contract to buff its image and management,” according to a statement. build support for authority programs and public housing. Robert Schooling is Worldwide Health Chief at APCO. The DCHA, which was put in court-ordered receivership from 1995-2000, issued an RFP on Aug. 8 for research and strategic communications planning to “expeditiously” develop and imple- Kellogg gets labeling advice ment a PR plan. The authority manages 8,000 apartment units, runs a large voucher program, and works with private landlords to house ellogg Co. has retained powerful Republican government 12,600 households each year. It expects $300 million per year in relations firm Fierce, Isakowitz & Blalock in a nutritional Klabeling tussle between food marketers and the Federal federal Housing and Urban Development grants. Past efforts included a PR audit “several years ago” that found government. stakeholder impressions were based on “pre-receivership prob- Kellogg is a member of the Children’s Food and Beverage lems.” A website overhaul was done in 2010 and two external Advertising Initiative, which announced in July a set of voluntary newsletters were launched to foster information flow and out- guidelines to cover foods like the snacks and cereals sold by the reach. Battle Creek, Mich.-based marketer. Those standards are not as strict as ones recommended by the PB reps Croatia on war crimes government, though Federal Trade Commission chairman Jon Leibowitz called the proposals a “step in the right direction.” atton Boggs has inked a $60,000-a-month pact with Prime Policy Group powers IBM Croatia to address issues arising from the April decision Pof the International Criminal Court for the former Yugoslavia that convicted two retired Croatian generals of war BM has signed up Burson-Marsteller affiliated Prime Policy crimes against ethnic Serbs during the split-up of Yugoslavia Group to handle corporate tax reform, patents, cyber-securi- during the 1990s. The third defendant was cleared of charges. Ity issues, trade and labor matters. The trial covered actions during a three-month campaign Big Blue shelled out $2 million in D.C. lobbying outlays dur- called “Operation Storm,” a program that killed at least 150 ing the first-half of the year, according to its federal filings. civilians and forcibly drove tens of thousands of Serbs from It sought input on matters related to the Patient Protection and their homes in Croatia, according to a BBC report. An estimat- Affordable Care Act, Dodd-Frank Wall Street Reform and ed 200K Serbs were evicted from Croatia in 1995. The convict- Consumer Protection Act, Korea/Panama/Colombia free trade ed generals, said the BBC, are considered heroes in Croatia. agreements, digital economy trade pacts and conflict minerals. PB handles matters regarding “military standards and regulations” PPG has nine staffers handling IBM including chairman with respect to Operation Storm, according to its Justice Dept. filing. Charlie Black, former Republican National Committee The firm also counsels Croatia on relations with the U.S. spokesman; Gardner Peckham, ex-national security advisor to Tommy Boggs and Ed Newberry, PB managing partner, lead House Speaker Newt Gingrich; Pam Turner, former assistant the Croatia account. They report to the country’s Minister of secretary for legislative affairs at the Dept. of Homeland Security Justice. and Keith Smith, alum of United Technologies Corp.

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International PR News Israel’s Likud taps Rubenstein BLJ was tapped by Syria

srael’s ruling conservative Likud party has retained rown Lloyd James, which worked for Libya’s Col. Rubenstein Public Relations to a three-month contract to Gaddafi, received $25,000 from Syria for arranging a Ireach out to media outlets to publicize its political positions Bphoto shoot for Vogue with First Lady Asma al-Assad, and project the party in a “positive and constructive manner.” according to its just-filed Justice Dept. registration. The contract inked by Richard Rubenstein, president, also has She’s the wife of Bashar al-Assad, who invaded Lebanon, the New York-based firm doing damage control to “minimize allied with Iran/Hamas and is currently leading a bloody crack- negative publicity or counteract negative media or other state- down on protestors. Syria ranked as the fourth member of ments.” President Bush’s “axis of evil.” RPR receives a $10,000 fee for its efforts. It is required to seek The BLJ assignment began Nov. 22 and ran until the article approval for out-of-pocket expense in excess of $100.The firm was published in March. BLJ’s effort resulted in a flattering may be called on for additional services at a mutually agreed on piece that was headlined “A Rose in the Desert.” cost. It described Asma al-Assad as “glamorous, young and very RPR’s contract runs through September, the month in which chic — the freshest and most magnetic of first ladies.” She’s a the United Nations may vote to recognize a Palestinian state. “rare combination: a thin, long-limbed beauty with a trained The U.S. and the Government of Prime Minister Benjamin analytic mind who dresses with cunning understatement.” Netanyahu strongly oppose any bid by the U.N. to recognize a The “fawning treatment of the Assad family and its portrayal separate Palestinian state. of the regime as tolerant and peaceful generated surprise and Palestinian president Mahmoud Abbas has urged his people to outrage in the Washington foreign policy community,” reported take to the streets in support of the vote, according to an theatlantic.com. Associated Press report. “We are led by the protests of the Arab BLJ collected $1.3 million from Libya in 2009 for arranging Spring, which we all say should be peaceful,” he said. Gaddafi’s visit to the United Nations. 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.

Akin Gump Strauss Hauer & Feld, LLP, Washington, D.C., registered July 29, 2011 for Embassy of the Republic of Korea, Washington, D.C, regarding counseling and advising the principal on U.S. policy and communicating with U.S. government officials concerning the U.S.-Korea Free Trade Agreement.

Brown Lloyd James, New York, N.Y., registered July 14, 2011 for Kingdom of Morocco (via Gerson Global Strategic Advisors, New York, N.Y.), regarding providing services for Gerson Global Strategic Advisors in support of the Kingdom of Morocco, including strategic communications advice and international media guidance and outreach.

Fenton Communications, Washington, D.C., registered August 1, 2011 for Embassy of the Republic of Ecuador, Washington, D.C., regarding providing media relations advice and support for the Ministry of External Relations in the U.S. and supporting the Embassy of Ecuador in Washington, D.C. and their continuous relations with the communication media in the U.S. Lobbying News 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.

Alston & Bird, LLP, Washington, D.C., registered August 5, 2011 for Maritz Holdings Inc., Fenton, Mo., regarding proposed pri- vacy legislation.

Blank Rome Government Relations, Washington, D.C., registered August 5, 2011 for National Association of Home Builders, Washington, D.C., regarding housing, mortgage finance and tax issues.

The Flournoy Group, LLC, Washington, D.C., registered August 8, 2011 for Screen Actors Guild, Los Angeles, Calif., regarding intellectual property protection/online theft and federal public policy issues.

Prime Policy Group, Washington, D.C., registered August 2, 2011 for IBM Corporation, Washington, D.C., regarding patent reform, corporate tax reform, cyber security, trade and labor issues.

Van Scoyoc Associates, Washington, D.C., registered August 5, 2011 for Merlin International, Inc., Englewood, Colo., regarding Veterans Affairs Information Technology programs.

The Walter Group, Alexandria, Va., registered August 2, 2011 for Comcast Corporation, Washington, D.C., regarding general telecommunications issues.

SEPTEMBER 2011 WWW.ODWYERPR.COM 33 Septmagazine:Layout 1 8/31/11 12:08 PM Page 34

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