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The Fashion Issue Why Fashion Pr Pros Are Taking More Creative Roles Online Septmagazine:Layout 1 8/31/11 12:06 PM Page 1 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 Leading Feature News Distribution Service MULTIMEDIA SUCCESS! COVER ALL YOUR MEDIA BASES PRINT,ONLINE,RADIO AND TV Also Included In the Lineup: • Posting on NAPSNET.COM • Search Engine Optimization • Twitter Feeds to Editors • Social Media • Blogging • Anchor Texting • Hyperlinking • RSS Feed in XML • Podcasting • YouTube CSNN Channel [email protected] • www.napsinfo.com New York Chicago Washington Los Angeles San Francisco 800-222-5551 312-856-9000 202-347-5000 310-552-8000 415-837-0500 Septmagazine:Layout 1 8/31/11 12:07 PM Page 3 Septmagazine:Layout 1 8/31/11 12:07 PM Page 4 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 oppor- tunity 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 O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mail- ing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. Septmagazine:Layout 1 8/31/11 12:07 PM Page 5 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 chan- nels 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 6 SEPTEMBER 2011 WWW.ODWYERPR.COM Septmagazine:Layout 1 8/31/11 12:07 PM Page 7 DIRECT MAIL LEADERS FOR OVER 20 YEARS THE MOST EXTENSIVE OFFERING OF SERVICES IN THE INDUSTRY... WE DELIVER ON YOUR DIRECT MAILING & PRINTING NEEDS 100% OF THE TIME. HOW CAN WE HELP YOU? DIRECT MAIL PRINTING ƵƚŽŵĂƟĐΘ,ĂŶĚ/ŶƐĞƌƟŶŐ
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