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Pg. 15 Pg. 17 New York Times: USDA raises PR is ‘slop’ bio-based bar

Communications & new media March 2012 I Vol. 26 No. 3

FRANKENFOODS: A (GENETICALLY MODIFIED) HISTORY

NATURAL AND SUSTAINABLE STILL LEAD FOOD TRENDS WHY FOOD SAFETY REMAINS THE

NUMBER-ONE CONSUMER CONCERN March 2012 | www.odwyerpr.com HOW SOCIAL MEDIA REDEFINES OUR PROFILES OF FOOD & BEVERAGE RELATIONSHIP WITH FOOD PR FIRMS PG . 20 Marchmagazine:Layout 1 3/1/12 12:37 PM Page 2 Marchmagazine:Layout 1 3/1/12 12:37 PM Page 3 Marchmagazine:Layout 1 3/1/12 12:37 PM Page 4

Vol. 26, No. 3 March 2012

EDITORIAL USDA CERTIFICATION RAISES New York Times says PR is “slop.” BAR FOR BIO-BASED LABEL 6 17 The USDA’s new Certified Biobased STRATFOR ATTEMPTS TO label now means not just any product or TURN TABLES ON WIKILEAKS package can wear the “bio-based” badge. Stratfor has tried to regain PR momen- 8 tum following WikiLeaks’ February release G.M. DEBATES CONTINUE TO 9 of millions of the company’s emails. GRIP FOOD INDUSTRY GREENPEACE RAPS KEY- 18 A series of recent lawsuits against STONE PIPELINE PR Monsanto has revived the debate regarding the Greenpeace told the SEC that safety of genetically-modified foods. TransCanada is inflating the number8 of jobs the Keystone XL pipeline will create. PROFILES OF FOOD & BEVERAGE PR FIRMS ESPN RESPONDS TO LIN RACIAL SLUR CRISIS 20 ESPN has fired one employee and RANKINGS OF FOOD & suspended another after a series of com-9 BEVERAGE PR FIRMS ments about NBA player Jeremy Lin were 33 deemed offensive. 18 WASHINGTON REPORT www.odwyerpr.com FOOD SAFETY WORRIES Daily, up-to-the minute PR news AREN’T GOING AWAY 40 Food safety and labeling have COLUMNS become top concerns for Americans,10 according to an annual study that ranks the PROFESSIONAL DEVELOPMENT year’s most popular food-related headlines. 34 Fraser Seitel SUSTAINABLE, NATURAL FINANCIAL MATTERS FOODS LEAD NEW TRENDS 35 Richard Goldstein A recent survey of registered dieticians shows what food trends12 will be GUEST COLUMN popular for consumers and brands in 2012. 36 John Doyle GUEST COLUMN IPG LEADS Q4 GROWTH 37 Wes Pedersen AMONG CONGLOMS PR revenues at publicly traded BOOK REVIEW conglomerates showed solid13 38 Jack O’Dwyer fourth quarter gains to round out 2011, PEOPLE IN PR with Interpublic leading the pack. 39 FOOD’S ‘SOCIAL LIFE’ PR BUYER’S GUIDE OPENS NEW DOORS 42 Social media has leveled the EDITORIAL CALENDAR 2012 playing field for food PR, providing 14oppor- January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism tunities for practically anyone with the February: Environmental & P.A. August: Financial/I.R. enthusiasm to be a force of change. March: Food & Beverage September: Beauty & Fashion April: Broadcast & Social Media October: Healthcare & Medical NYT BEATS INDUSTRY TO PUNCH WITH DEFINITION May: PR Firm Rankings November: High-Tech New York Times columnist David June: Global & Multicultural December: Entertainment & Sports Carr has beaten a worldwide 15 industry initiative to define “public relations.” ADVERTISERS Finn Partners...... 5 NAPS...... INSIDE COVER HOW SOCIAL MEDIA CHANGED THE WAY WE EAT Foodminds...... 9 Omega Travel...... 27 If lasting benefits are a goal, 16 Janine Gordon Associates...... 11 Ruder Finn...... BACK COVER brands should take cues from the personal KEF Media...... 3 Pollock Communications...... 7 relationships established in social media. Log-On...... 23 TV Access...... 15

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EDITORIAL NYT columnist says PR is “slop”

ore than a dozen PR groups worldwide have been in a months-long quest to New York Times EDITOR-IN-CHIEF define PR. columnist David Carr on Jan. 29 came up with a Jack O’Dwyer Mone-word definition that will save them a lot of trouble: “slop.” [email protected] The Farlex Free Dictionary defines slop as “waste food used to feed pigs or other animals” and as “repulsively effusive writing or speech; drivel,” among other things. ASSOCIATE PUBLISHER Carr wrote that “The modern chief executive lives behind a wall of communica- Kevin McCauley tions operatives, many of whom ladle out slop meant to obscure rather than reveal.” [email protected] CEOs, he says, are less visible than ever and reporters “have to work their way past background conversations with underlings, written statements that say nothing, and EDITOR that increasingly hardy perennial: the ‘no comment.’” Jon Gingerich Fiske blasted Crudele [email protected] Rosanna Fiske, 2011 PR Society Chair, chastised New York Post columnist John Crudele after he wrote last July that PR’s job is to “make bad news sound not so bad” SENIOR EDITOR and that a PR person would try to make the earnings of energy and materials companies Greg Hazley sound better by not allowing for inflation. Fiske, whose letter was published by the Post, [email protected] said Crudele’s definition of PR “couldn’t be further from reality” and that PR people are the ones who will give Americans “a realistic view of the state of affairs in America.” CONTRIBUTING EDITORS John O’Dwyer A 1999 PR Society/Rockefeller study Fraser Seitel found “PR specialist” ranked 43rd on a Richard Goldstein list of 45 believable sources. Will 2012 PRS chair Gerry Corbett claim that PR is not “slop,” ADVERTISING SALES that CEOs do not “live behind a John O’Dwyer wall of communications opera- Advertising Sales Manager tives,” and that reporters are not [email protected] confined to dealing with “under- lings?” One reason for the recent shyness of CEOs is their larger-than-life pay- checks — up 1,200% from $1 million O’Dwyer’s is published monthly for $60.00 in 1970 to $13 million in 2010 while U.S. median income a year ($7.00 for a single issue) by the only rose 308% to $49,000. J.R. O’Dwyer Co., Inc., Another illustration of the institutional “shut up” press policy is the PR Society, where 271 Madison Ave., New York, NY 10016. no one can speak about PRS to the press without the permission of COO Bill Murray or (212) 679-2471 VP-PR Art Yann. Fax (212) 683-2750. Corporate, agency PR split Carr condemns all of PR but if he takes a further look he will see that PR has split into two camps — corporate and agency. Corporate/institutional PR has become © Copyright 2012 almost completely defensive, as illustrated by the Viacom directive that sets up PR as J.R. O’Dwyer Co., Inc. the “gestapo” of the company, ready to pounce on anyone, including suppliers, who breathes a negative word about Viacom to the press. OTHER PUBLICATIONS & What Carr should look at is the vast difference between corporate/institutional PR SERVICES: and agency PR, where PR people actually talk to the press. He is correct in saying that reporters who call corporate PR depts. usually get to www.odwyerpr.com breaking news, deal only with junior staffers. The VP-PR is almost never available for press ques- commentary, useful databases and more. tions and in most instances will not even be identified on the company website. Jack O’Dwyer’s Newsletter An eight- Discourteous and even rude treatment may greet a reporter who asks too many page weekly with general PR news, media questions. Creativity has fled to the firms just like it did in the ad business where appointments and placement opportunities. large corporate ad depts. were folded in the 1950s and 1960s. Creativity flourishes in an open competitive environment where there are a variety of assignments and inde- O’Dwyer’s Directory of PR Firms has pendence from the dictums of a single employer. listings of more than 1,850 PR firms through- PR groups and PR depts. of institutions should adopt as their goal the pursuit of out the U.S. and abroad. truth and accuracy, the way courtrooms go about this. Participants must swear to tell “the truth, the whole truth and nothing but the truth.” This would eliminate agenda- O’Dwyer’s PR Buyer’s Guide lists 1,000+ setting, mis-direction and any diversionary tactics. Institutions would be required to products and services for the PR industry in 54 categories. present themselves for questioning.  — Jack O’Dwyer jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

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MEDIA REPORT Stratfor attempts to turn PR tables on Wikileaks

under house arrest in the U.K. and fight- Political, economic and business intelligence company ing extradition to Sweden for an alleged Stratfor tried to regain PR momentum in February following sex crime, claims that 4,000 of the emails the blockbuster news that WikiLeaks had published millions deal with U.S. and Stratfor’s plans to of the company’s internal emails. harass his operation. Assange says he is working with 25 media partners, includ- By Kevin McCauley and Jon Gingerich ing Rolling Stone, on full release of the Stratfor information. WikiLeaks claims it has also obtained Stratfor’s list of inform- n February 27, WikiLeaks began in private intelligence companies in the ants and, in many cases, records of its publishing its “Global Intelligence United States.” payoffs, which, according to the site, OFiles,” a trove of more than five Stratfor, which as a private company is includes “$1,200 a month paid to the million emails belonging to Austin-head- not subject to Freedom of Information Act informant “Geronimo,” handled by quartered intelligence publisher Stratfor. requests, has also worked closely with the Stratfor’s former State Department agent The emails date as far back as July 2004 U.S. government’s defense and intelli- Fred Burton.” (though contain content as recent as late gence agencies. It has provided confiden- Stratfor is a subscription-based December) and involve work Stratfor has tial intelligence services for the U.S. provider of geopolitical analysis. Founded performed for top government contrac- Department of Homeland Security and in 1996 by author George Friedman, the tors like Lockheed Martin and multina- the U.S. Defense Intelligence Agency. company monitors and evaluates various tionals such as Raytheon and Dow Stratfor issued a statement to cast a crises throughout the globe. Companies Chemical. measure of doubt on the authenticity of that subscribe to its daily intelligence The emails allegedly reveal Stratfor’s the apparently pilfered correspondence. briefings are confidential, though the business tactics and inner workings, a “Some of the emails may be forged or company’s publicity list includes Fortune company that, according to WikiLeaks, altered to include inaccuracies; some may 500 companies and international govern- “fronts as an intelligence publisher, but be authentic. We will not validate either. ment agencies. Subscribers also include provides confidential intelligence services Nor will we explain the thinking that went military officers, investment professionals to large corporations.” WikiLeaks said the into them. Having had our property and students. content “shows how a private intelligence stolen, we will not be victimized twice by In December it was reported that mem- agency works, and how they target indi- submitting to questioning about them,” bers of Anonymous hacked into the site viduals for their corporate and govern- Stratfor said in a statement released and stole emails, as well as credit card ment clients,” revealing services such as February 27. information, from Stratfor’s databases. “structure, payment-laundering tech- Stratfor rapped the alleged theft of Friedman said attacks on his company by niques and psychological methods.” emails as “deplorable, unfortunate — and Anonymous and WikiLeaks are nothing According to WikiLeaks, the emails illegal — breach of privacy.” more than attempts to silence and intimi- “expose the revolving door that operates WikiLeaks boss Julian Assange, who is date Stratfor.  Greenpeace raps TransCanada’s Keystone Pipeline PR By Kevin McCauley be created with construction of its to issue a presidential permit approving Keystone XL pipeline, a potential violation construction of Keystone.” of U.S. securities disclosure laws. He charges that TransCanada has “misled reenpeace has complained to the Executive Director Phil Radford penned investors, U.S. and Canadian officials, the Securities and Exchange a Jan. 26 letter to SEC chairman Mary media and the public at large in order to GCommission that TransCanada Shapiro saying TransCanada’s claim of bolster its balance sheet and share price.” inflated the number of U.S. jobs that will “20,000 high-wage manufacturing and Greenpeace believes TransCanada is vio- construction jobs” resulting from Keystone lating SEC Rule 10b(5) — Employment of Correction: is a false and misleading number. That fig- Manipulative and Deceptive Practices. In our February O’Dwyer’s article “Front groups wage PR ure comes from a TransCanada-commis- In noting that Greenpeace has neither warfare in ‘fracking’ debate,” we stated that Energy in sioned report from economist Ray built nor operated a pipeline, TransCanada Depth campaign manager Tom Shepstone was a former Perryman. spokesperson Shawn Howard rapped the executive at the American Planning Association. Shepstone Radford, who sent a copy of his letter to environmental group’s claims as false and was actually a member of APA subsidiary American Institute TransCanada’s board of directors, notes the without merit. of Certified Planners. We also mischaracterized his work of introducing “right to mine” zoning provisions in municipal- 20,000 figure is “67 times higher than job “We stand by our job numbers as they ities. Shepstone told O’Dwyer’s he introduced mining to creation totals given by the company to can easily be substantiated,” he told municipalities where no zoning laws exist. Canadian officials for the Canadian portion O’Dwyer’s via e-mail. He said it’s easy for The article also misattributed a claim to the Marcellus Shale of the pipeline.” Greenpeace to “question our reporting Coalition regarding current PR practices undertaken by the Wrote Radford: “These false and mis- without any accountability. As a publicly- natural gas industry. Marcellus Coalition was not present at leading job creation numbers are part of traded company, we are required to make the Houston event in which the claim was alleged to have TransCanada’s lobbying and PR campaign accurate and timely disclosures about our take place. designed to create Congressional pressure business.” 

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ESPN responds to Lin racial slur crisis

ESPN has fired a mobile content staffer and suspended an apologizing for the incident. anchor after a series of comments about NBA star player ‘Linsanity’ proves PR win for Knicks Jeremy Lin were deemed offensive. Jeremy Lin’s rise to fame has been a slam-dunk for the Knicks’ popularity, not By Greg Hazley to mention the team’s marketing and branding efforts. apology for the transgression,” the AAJA According to Knicks e-commerce said in a statement. “Many people, not provider Delivery Agent, online orders at n the first case, a headline on just in Asian American communities, are NYKnicksStore.com have skyrocketed ESPN.com that read “Chink in the shocked that a news company with a long nearly 4,000% since the 23-year-old’s IArmor” drew the ire of the Asian tradition of excellence would use a racial February 4 debut. American Journalists Association and epithet. It’s particularly galling because of According to a February report on mar- resulted in the dismissal of the staffer who the weeks of discussion about Lin, his keting industry site ClickZ, Web traffic to wrote it. heritage and even the wave of outright NYKnicks.com has increased 770% since The headline was posted on ESPN’s racism surrounding his stardom.” Lin’s debut. Unique visitors are up 531%, mobile site at 2:30 a.m. and removed by Ota, a veteran PR counselor, via follow- and video views, which have totaled 1.8 3:05 a.m. “We regret and apologize for up post on Feb. 19 apologized to the million since early February, have now this mistake,” the sports network’s Knicks player and said ESPN will work to seen a total increase by an astonishing Director of Communications for Digital improve editorial oversight. “Through 2,000%. For the week ending February Media, Kevin Ota, said in a blog post Feb. self-examination, improved editorial 19, the Knicks’ site was the top visited 18. practices and controls, and response to among all NBA properties. Earlier in the week, an anchor for constructive criticism, we will be better in On Twitter, the Knicks have picked up ESPNews used the same phrase and has the future,” he said. 35,000 Twitter new followers, now boast- received a 30-day suspension. A third ref- The fired editor, Anthony Federico, told ing more than 230,000 total fans. Its erence on ESPN radio was made by a the New York Daily News he had used the month-old KnicksNow mobile app has commentator not employed by the sports phrase several times in the past and didn’t generated 130,000 downloads and cur- network.3085_FoodMinds_Ad_ODwyers_v1_actual_size.qxd:FoodMinds_half_pagerealize the negative connotation in the2/9/10 Lin rently12:22 ranks PM inPage the top3 five free sports apps “We are glad ESPN has recognized its context. “This had nothing to do with me in the iPhone store, according to the mistake, and we appreciate the quick being cute or punny,” he told the paper, ClickZ report. 

Tell a better story.

www.foodminds.com

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REPORT Study: food safety concerns aren’t going away

Food safety and nutrition labeling have become top concerns for Americans, according to an annual study that ranks the year’s most popular food-related headlines. Experts now believe these issues aren’t temporary, but have become a permanent fixture in the U.S. consumer conversation. By Jon Gingerich is just dominating everything,” Leong said. healthy, eat healthy. So they pump out edu- afety is the number-one food-related The survey also revealed how consumer cation and smart ideas and fancy campaign issue on U.S. consumers’ minds. The behavior is shaped by these headlines. names and they get Michele Obama to Sfinding is part of an annual study by Nearly half of all respondents (47%) said stomp around in her vegetable garden. But New York based Hunter PR, which gauges they now pay more attention to the foods does it really move the needle? We counsel the most memorable food-related stories they eat based on news coverage related to our clients all the time: you want to lead each year and asks consumers how these food. More than 60% of those surveyed with a message of food safety. Tell them headlines affect consumption habits. said they actually changed their food habits your ingredients are coming from safe According to the study, the most popular in 2011 because of news coverage. Forty- places. You need to put those messages up food-related story in 2011 was the can- five percent of those who said they were front.” taloupe listeria outbreak traced to Jensen influenced by a food story claimed they Leong said another trend that may have Farms in Colorado. The outbreak killed 29 now cook and eat more at home, and near- influenced the recent uptick in attention people and sickened more than 130 others, ly 30% of those surveyed said they now pay toward labeling is that more families are accounting for the second largest listeria extra attention to the nutritional value of now relying on school food services. outbreak in U.S. history. foods at restaurants. Families are signing their children up for The second- and third-top food stories in Of the top ten food-related news stories school lunch programs in droves, and as a 2011, respectively, were First Lady in the Hunter survey, three other news items result, schools have faced additional pres- Michelle Obama’s work with the USDA for involved safety-related issues: the January sure to provide nutritious, well-labeled the recently unveiled MyPlate initiative, 2011 passage of the Food Safety foods. which replaces the decades-old Food Modernization Act, which gives the FDA Shock tactics stall Pyramid dietary guidelines, and record- the authority to order food recalls and Aside from temporary scares, Leong said high global food prices, which have added requires more frequent inspections of food news about recent U.S. food recalls haven’t continued headaches to the restaurant, trav- manufacturing facilities; the August recall permanently changed consumers’ behav- el and hotel industries. of nearly 36 million pounds of ground iors in terms of the types of foods they’ll Food safety a pervasive concern turkey from a Cargill plant in Springdale, buy. Similarly, a slew of recent citizen-jour- According to the study’s authors, this is Arkansas that tested positive for salmonel- nalism style reports on what goes into fast the third year in a row where a safety-relat- la, killing one person and sickening 76 oth- and processed foods have proven sensation- ed concern has taken top billing among ers; and the USDA’s new recommendation alistic, but at the end of the day don’t food-related headlines. Grace Leong, for pork cooking temperatures (of 145 account for nearly as big of a crisis as some- Managing Partner of Hunter PR, said the degrees, down from a longtime standard of thing like a contamination. trend began in 2009 when food safety 160), were also among the top ten food “It’s almost like the PETA model: let’s dethroned rising food prices in the wake of related items that year. show you what you’re really eating. the recession. Due primarily to domestic Labeling gains importance Advocates are saying: ‘if this doesn’t shock meat recalls and numerous salmonella out- Current labeling practices have also you nothing will.’ It’s gone from education breaks in produce, headlines regarding the become a big talking point for consumers. to sensationalism,” said Leong. “I think safety of food has consistently grabbed More than ever, people are paying attention these big food companies take tremendous Americans’ attention since, and it’s a topic to food labels, and are expecting more steps to stay in compliance. They have the to which the U.S. media has gladly transparency from producers and mar- resources to stay in line. When you see an returned. keters. outbreak from a large food company it’s not Leong posited that part of the attention Aside from the popular MyPlate initia- usually one that involves processed food. might have to do with the fact that contam- tive, other label-related items cited by the It’s the fresh food that carries these tremen- inations have now moved from an interna- Hunter study as big points of interest dous levels of exposure.” tional issue to a domestic one. It’s no longer included: the recent Nutrition Keys initia- “A large company like McDonald’s cre- the imported items that are getting cover- tive, an industry-based labeling agreement ates a menu of offerings that suits everyone age, and recalls now involve products once that placed nutrition information on the on a continuum,” Leong continued. seen as harmless. front of food packaging; new restaurant “McDonald’s has the Big Mac — they are “The outbreaks you would see in the past labeling laws set to go into effect this year; what they are. They’re never going to con- were for things like mad cow disease, in and a lawsuit against General Mills for vert the whole universe, and they don’t England. Then it started in China, first with falsely marketing a line of fruit snacks as have to change their core menu items milk and then the pet food scandal. But now “healthy.” because there’s enough demand. The mes- we’ve heard about outbreaks at home that Leong believes the study shows the U.S. sage is moderation. The strategy forever is are killing lots of people. And it’s the fresh is witnessing a shift in how much we care put healthy items on the menu, you offer a stuff: it’s vegetables, fruits and dairy. These about what goes into our food. choice for the consumer. Besides, if you events are having a really big impact on “If you look at the advice experts have took everything off the shelf that looked how people see food, and now food safety been telling us for years, it’s eat healthy, eat funny, there’d be nothing left.” 

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REPORT Sustainable, natural foods lead diet trends

A recent survey of more than 200 registered dieticians shows what food trends will be hot (and not) for consumers and food supports the trend of increased antioxi- companies in 2012. dants, phytonutrients and fiber. By Louise Pollock Transfats = food label poison Consumers will take it easy on the trans and saturated fats, sugar and sodium. Here’s a complete list of the top five The majority of reen is a hot color this year. We’re findings from the registered dietitians registered dietitians not talking about fashion trends survey: (78%) name trans Gor red carpet “best and worst” Unproccessed becomes avoidable fats as the most lists: we’re dishing about the hot new Unprocessed, natural foods will be harmful nutrient in diet trends for 2012, and green is the the biggest consumer nutrition trend in the diet, followed by way to dress your plate this year. Pollock 2012. added sugars (68%), Communications worked with the This indicates that food companies and saturated fat (58%) nation’s top nutrition experts to identify retailers will see an increase in demand and sodium (52%). the top 2012 nutrition trends for con- for more green products. Most regis- In 2012, we will see Louise Pollock sumers and food companies. The survey tered dietitians (72%) predict that con- a greater emphasis of more than 200 registered dietitians sumers will continue to seek out local, on reducing these revealed five nutrition trends that will organic, sustainable, fresh, minimally ingredients, as make news and affect your choices in processed foods. With consumers Americans focus more on unprocessed, the coming year. returning to the table and cooking at natural foods that are enhanced with With green foods coming out on top of home, they will become more aware of healthful exotic and ethnically diverse the trends, the survey also revealed that, where their food is coming from and spices and flavors. MyPlate to drive awareness while Americans are getting enough pro- what it contains. tein, carbohydrates and fats, they really According to the survey, almost half USDA’s MyPlate will prove to become need to boost their intake of antioxi- of all registered dietitians also agree a helpful guide for consumers and brands dants, phytonutrients and fiber. Since that simplifying the ingredient list will in the coming year. Nearly 70% of regis- many consumers might be confused by be a major factor in diet changes, while tered dietitians are using MyPlate to which food choices are good sources of more than a third of registered dietitians counsel patients and it will continue to these nutrients, this is the ideal opportu- agree that sodium reduction and elimi- play a role in diet recommendations nity for food companies and retailers to nating high fructose corn syrup will through 2012. MyPlate recommends half help translate the trends into sales, by play key roles in dietary modifications the plate consist of vegetables and fruit, communicating how their products and in the coming year. with the other half made up mostly of services can help consumers meet their More antioxidants, fiber whole grains and a small portion of lean 2012 diet demands and needs. Americans need to increase antioxi- protein. Following these guidelines will dants and phytonutrients and, in turn, serve as a helpful tool for food companies Media News briefs get more fiber. and retailers, too, as they assist con- COMBS, COMCAST TO Of the 204 responses, almost all reg- sumers in achieving their dietary needs. LAUNCH REVOLT TV istered dietitians (96%) emphasize that We see this trend toward health and Americans are lacking antioxidants and wellness being driven by the 2010 Music mogul Sean “Diddy” Combs, who heads phytonutrients in their diet, and many Dietary Guidelines for Americans. As Bad Boy Worldwide Entertainment Group, consumers learn more and understand the announced Feb. 21 a new venture with Comcast to (59%) say consumers need more vita- create a “real-time, socially connected music tele- mins and minerals. While most agree connection between healthy eating and vision network” dubbed Revolt. that consumers are already consuming overall well-being, there will continue to “My hope is that this new network will spark a enough protein, carbohydrates and fats, be a shift in eating patterns and demand revolution in entertainment and encourage other for wholesome, nutrient-rich options. media and communications companies to bring registered dietitians say Americans are REVOLT to their audiences,” he said. lacking sufficient amounts of fiber from Including relevant brand benefits that The project will be one of four minority-owned whole grains and fruits and vegetables. appeal to consumer diet trends in all mar- independent networks to be broadly distributed on Seasonal goes fashionable keting and communications efforts is Comcast cable systems between July 2012 and Seasonal and local fruits and vegeta- paramount to helping consumers make January 2014, the company said. purchasing decisions. “I’m thrilled to be at the helm to usher in a com- bles will rise to the top. Almost all reg- pletely new model of television that brings togeth- istered dietitians (94%) agree that in the Companies and brands that take proac- er the artist community, social media, and cutting coming year there will be a bigger push tive steps to meet consumers’ changing edge technology,” added Combs. for Americans to consume more fruits diet needs will go far to enhance brand Launch is slated for 2013. Porter Novelli han- loyalty and reputation, while helping to dled the announcement. and vegetables. Eating seasonal and USA Today reported NBA great Magic Johnson local plant based foods that are organi- increase their bottom line in the coming and filmmaker Robert Rodriguez are among others cally grown will be a big trend in the year and beyond. developing networks with Comcast. coming year, as well. Not only does this Louise Pollock is President of Pollock reinforce the green trend, but it also Communications in New York. 

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IPG leads fourth-quarter growth among PR congloms

PR revenues at publicly traded conglomerates showed solid fourth quarter gains to round out 2011, with Interpublic Nadal said he’s confident those ahead of the pack and reporting a 13.5% organic growth for investments will drive organic growth the period. and a “meaningful improvement in By Greg Hazley and Kevin McCauley margins and profitability in 2012 and beyond.” MDC’s revenues jumped 20.5% dur- conglomerates to report final 2011 earn- ing the fourth-quarter to $254.3 million nterpublic on February 24 posted a ings, said in February fourth-quarter and 36.9% for the year to $943 million. 24.9% rise in fourth-quarter net to revenue climbed nearly nine percent to Organic growth for the quarter and full I$278.3 million on a 3.4% revenue 1.7 billion euro, including a 12% jump year was 6.7% and 17%, respectively. uptick to $2.1 billion. in North America to 764 million euro. Net new business wins weighed in at CEO Michael Roth said the ad/PR For the full year, revenue at the $29 million for the period and $104 combine benefited from investments in French ad/PR combine was up 7.3% million for the year. digital talent, robust growth in overseas (5.7% organically) to 5.8 billion euro The company showed a $76.9 million markets and vitality in the U.S. ($7.7 billion, while net income was up deficit for 2011 compared to a $5.4 mil- Organic growth rose 2.8% for the 14% to 600 million euro. lion loss earlier in the year. MDC quarter and 6.1% for the full-year. Roth CEO Maurice Levy said 2012 would shares trade at $12.92. The 52-week predicts organic growth to advance be plagued by uncertainty, but range is $12.29, $20.99. three-percent in ’12. expressed confidence in the company’s Cision grows 12% Harris Diamond, who heads Weber operations. Publicis has renewed a PR software provider Cision reported Shandwick and IPG’s constituency freeze on recruitment to keep a rein on fourth quarter revenue slipped 6% from management group, told O’Dwyer’s PR personnel expenses, he noted. “Though 2010 to 252 million SEK, but organic organic growth rose a “fantastic” we remain very cautious all along, our growth swung positive to increase four 13.5% during the fourth-quarter and situation enables us to stride confident- percent on strength of its U.S. perform- 10% for the year driven by across-the- ly toward the future and particularly ance. board business spurts. Digital, social 2012,” he said. Cision posted 12% growth in the U.S. media, consumer, high-tech and health- Acquisitions and hiring pushed in the fourth-quarter on revenue of care were standout performers. Publicis’ headcount up to 53,807 at the 165.1 million SEK, although revenue Citing great strides in putting IPG’s end of 2011, compared with 48,531 a slipped 2.5% for the full year 2011 at financial house in order, Roth year earlier. The conglomerate shelled 598.2 million. announced a $300 million share repur- out 599 million euro for acquisitions “There are clear signs that our 2010- chase program. during 2011 and 87 million euro for 11 investments in sales and marketing For the full-year, IPG earned $551.5 earn-outs. PR grabs in 2011 included in the U.S. are paying off,” said CEO million versus $261.1 million in 2010 ICL MSL Taiwan, Genedigi (China) and Hans Gieskes, noting improvements in OMC up 4%, net tops $270 million Schwartz Communications. Europe also boosted revenue. The com- Omnicom reported fourth quarter PR Big wins for Publicis’ PR division, pany continues to struggle in Canada, revenues rose 3.9% to $310.6 million MSLGroup, in 2011 included AQMD- where revenue fell 13% in the fourth- as the conglomerate posted an overall Incremental and Ancestry.com (U.S.) quarter. revenue climb of 7.4% to $3.9 billion. Insinkerator (China); Star TV (India); Divestments and currency effects put Net income ticked up 10.3% to Bosch (Germany), and Securite a 28 million SEK hit on revenue for Q4, $271.9 million. Routiere (France), among others. but net profit jumped 150% to 25 mil- Advertising led the charge with a The conglom lost GM’s media buying lion SEK for the quarter over 2010’s nearly 10% increase in the fourth-quar- account in January, a large piece of fourth-quarter. ter to $1.8 billion and rose 12.7% to business that will hit 0.5% of its rev- For the year, operating revenue hit $6.4 billion for the year. PR, including enue over the year. 969 million SEK, down 14% from 2010 units like Ketchum, Fleishman-Hillard, MDC loss widens on divestments of its Germany and Kreab Gavin Anderson and Porter MDC Partners posted a $56 million Finland operations, but organic growth Novelli, was up 6% for the year to $1.2 fourth-quarter loss (compared to $17 was 0.4% for the year. Gieskes noted it billion. million profits a year ago) as CEO was Cision’s first full year of organic Omnicom’s U.S. revenue was up 5% Miles Nadal continues to invest “sig- growth in four years. in the fourth-quarter to $1.9 billion nificantly” to create an infrastructure Fifty-eight percent of Cision’s rev- while global revenue jumped nearly built for long-term growth. enue for the year was derived from sub- 10% to $1.9 billion. The parent of Allison & Partners, scriptions. It counted 13,305 customers OMC shelled out $443 million for Kwittken & Co and Sloane & Co., at the end of the year, including nearly, acquisitions in 2011, including the Q4 MDC invested $35 million during the 9,000 for its CisionPoint PR software. deal to acquire Marina Maher year for international expansion, build- Cision shed 118 staffers in 2011, Communications. out production facilities, digital tech- although it added headcount in the U.S. Publicis net up 14% nology and “transformative talent,” WPP did not report fourth-quarter Publicis, the first of the big ad/PR according to the CEO. earnings by press time. 

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FEATURE Food’s ‘social life’ opens doors, relationships

By Maureen Varnon sion of content and social media channels and followers through other platforms ... I that people have to share information. feel like in many ways Hungry Girl fans With a blog, Twitter handle, YouTube are my friends — and my social media ood is ubiquitous. We all eat it, we Channel or a personal homepage, every- presence helps grow and enhance those enjoy it and there’s always some- one has the opportunity to put forward relationships.” Fthing to say about it. Food is a unifi- what they believe and what they feel is While social media opens doors and er, a convener of conversation, with many important for others to know and believe. helps build an audience, consumers still of the most life-changing discussions tak- Given equal access to both food and the often turn to medical professionals for diet ing place around the dinner table. Part of Internet, literally anyone has the opportu- and nutrition advice. More than 70% of what often makes these mealtime discus- nity to dish online which makes the consumers report medical professionals sions so memorable is the intimate rela- democratization of influence related to and registered dietitians as the most influ- tionships involved in the dialogue. food even more significant. Thus, social ential when it comes to trying new foods, Public relations efforts today often networks and Internet access have forever and in fact, today many consumers often unfold within the social media realm, changed the conventional hierarchy of engage with these health professionals where there are multiple opportunities for information creation and dissemination. online. Choosing which health profession- brands to engage with consumers and cul- The data suggests that the conversations als to engage is critical toward effectively tivate one-on-one relationships. Through about food will continue to unfold prima- impacting consumer social media, commercial messaging — rily online. Among the 66% of consumers behavior. particularly with regard to food — is who reported media as influencing deci- As a regular contrib- increasingly infiltrating our personal lives. sions on what food or food components to utor to a blog for a lead- One-on-one Facebook dialogue, and eat, 43% cite Internet and 7% report blogs ing cheese manufactur- Twitter parties to sample new products for or social networking sites, making the er, Patricia Bannan, example offer endless options for today’s Internet more powerful than television, RD, author of “Eat savvy marketers to infiltrate consumers’ magazines, newspapers or radio. For PR, Right When Time is daily lives and permeate their hearts, and particularly PR about food, the power Tight,” was chosen to Maureen Varnon minds and bellies. While the points of of the Internet can’t be overstated. It’s speak on behalf of the engagement are innumerable, it is essen- often been said that PR is built on rela- brand in part because tial to identify the right influencers to tionships. Since social media offers a of her ability to be authentic with her mes- engage in order to have a lasting impact on unique opportunity to engage one-on-one saging. the consumer mindset. and leverage these relationships to build “Today’s online consumers are savvy,” On one hand, identifying the right food trust, the value as it relates to food mar- said Bannan. “When they connect with and nutrition influencers has never been keting is clear. But the medium alone brands, they want to feel like they are build- easier. There are innumerable health pro- isn’t what makes these outlets influential; ing a relationship based on trust. That trust, fessionals, public policy experts, celebri- it’s who is behind the messaging and what in turn, helps shape their opinions. ties, chefs, consumer advocates among makes them relevant to their audience that “We also have to connect with them on others with unique interests in advancing a also drives influence. an emotional level,” she continued. “Part particular agenda related to food, health Consider Lisa Lillien, New York Times of what allows us to impact behavior is rel- and nutrition. best-selling author and television person- evance. Consumers want to know that the The Internet makes it possible to learn a ality better known as Hungry Girl. Lillien person providing nutrition advice under- lot about these influencers and assess their can engage a massive audience on stands the challenges they face and has rec- level of reach and their frequency of inter- Facebook in real time by asking a simple ommendations that fit their lifestyle.” action among fans and followers. This question or inviting comments on an There’s little doubt that social media may become easier, as a number of influ- issue. Boasting a loyal community of plays a key role in helping shape consumer encer tracking software companies are more than 1.2 million daily newsletter behavior, but the most sustainable behavior now jockeying to corner the market on subscribers, Lillien is regarded as one of change may come from less public and ranking ostensibly so marketers can com- the most influential within the consumer more personal interactions. Identifying the pare at a glance who has the numbers to packaged goods sector. Given her signifi- influencer who connects with consumers on deliver. cant following of self-proclaimed foodies, an individual level can create strong opin- But the numbers don’t necessarily tell having a product mentioned on Hungry- ions that help build brands. Credibility, the whole story. There was a time when Girl.com or in her daily newsletter is authenticity and trust have always been key opinion leaders in the food industry regarded by some brand managers as important, but today these characteristics were defined primarily as credentialed comparable to having a product men- seem to extend beyond the individual’s con- chefs, accredited health professionals, cer- tioned on Oprah during her reign. nection to the brand and to the interperson- tified academics and well known politi- “People have come to trust what I say al relationships these influencers are creat- cians. However, social media has in many about food, because I have consistently ing with consumers. Tapping this potential ways leveled the playing field, providing provided fact-based, truthful information will allow marketers to foster deep connec- the opportunity for practically anyone with in a very digestible format. And I know tions with their consumers, creating sustain- access to information and sufficient enthu- what tastes good,” said Lillien. “My e- able relationships that facilitate the assimi- siasm to be a force for change. newsletter is more of a one-sided conver- lation of their brands into consumers’ lives. This democratization of influence has sation. This is complemented by my abil- Maureen Varnon is a Managing Director been driven by the Internet and the explo- ity to engage and interact with my fans of FoodMinds. 

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NYT beats industry to the punch with definition

More than a dozen PR groups worldwide, including the Public and start acting like the professionals you Relations Society of America, are in a three-month quest to are supposed to be.” define “public relations.” it seems New York Times columnist It is time for all PR David Carr might have beaten them to the punch. professional organi- zations worldwide to By Ed Lallo quit wasting time and energy trying to whitewash the pro- sionals across the United States, has fession with a new n a January 29th, 2012 column about become a main proponent of shutting definition. Instead the twitterings of Rupert Murdoch, “A media out. the time has come to IGlimpse of Murdoch Unbound,” Carr In a response comment to an article on start open and mean- Ed Lallo managed to define public relations in a Newsroom Ink concerning the longstand- ingful dialogs with single word: “slop.” ing feud between PRSA and columnist organizations repre- O’Dwyer’s Born in Hopkins, a small town in rural Jack O’Dwyer of magazine; senting the media to improve relationships Minnesota, Carr is probably well familiar PRSA Vice-President of and understanding between the two profes- with the term “slop” — waste food used Communications Arthur Yann set a policy sions. by pig farmers to fatten their hogs before of banning all reporters from covering As Komen for the Cure Foundation being shipped off to slaughter. PRSA’s annual assembly. A PR society found out the hard way, in this digital age As a journalism major at the University banning the press — a sad oxymoron of instant communication one does not of Minnesota he probably became famil- indeed. define itself, but is subject to the definition iar with the alternate definition of the PR is not in need of a catchy new placed upon it by others. Is “slop” the def- word: repulsively effusive writing or phrase that can be put to music and sung inition PR really wants to muddle through? speech; drivel. on America’s Got Talent. This column was sent to VP-PR of PRS In his article Carr wrote “The modern What working journalists like David Art Yann for corrections but none have chief executive lives behind a wall of Carr are trying to signal PR professionals been received as of press time. Ed Lallo is Founder of Newsroom Ink.  communications operatives, many of is “now is the time to clean up your act whom ladle out slop meant to obscure rather than reveal.” To be fair to the public relations profes- sion the New York Times columnist, whose roots resemble Mary Richards of the Mary Tyler Moore Show, might have confused the two definitions. But would a PR professional really dish out “slop” to fatten up a pig being led to slaughter? In fairness to Mr. Carr, I am sure that his definition of “slop” leaned toward the drivel he perceives PR to produce on a daily basis. The New York Times journalist is not alone in his negative perception of the profession. From the writer on a small town newspaper in Podunk, USA to the managing editor of a worldwide news- gathering organization, PR faces a crisis of perception — a crisis that the fresh paint of a new definition will not cover up. Accord to Carr, “As American business has become more and more media savvy, its leaders have appeared in media less and less. Business reporters have to work their way past background conversations with underlings, written statements that state nothing, and that increasingly hardy perennial: the ‘no comment.’” PRSA, an organization of 21,000 pub- lic relations and communications profes-

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FEATURE Social media: redefining our relationships with food

Social media has changed how Americans cook, shop, plan make shopping, meal planning and saving money easier for them. meals and share culinary secrets. However, it’s not enough for Influence is personal brands to simply build legions of followers or make a presence But brand influence goes only so far. in social spaces. For long-term payoff, brands should instead People look to stylish people, not stylish take cues from how we develop and cultivate these personal brands for food and lifestyle advice. relationships. Today’s consumers want to hear from peo- By Steve Bryant and Laurie Demeritt ple who eat and cook food more than they want to hear from the entities who sell. to expand their culinary horizons and They follow people on Twitter, become tudy results show almost half of make purchase decisions. friends on Facebook and read blogs of peo- consumers are now learning about Today’s consumers increasingly prefer ple with authentic voic- Sfood via social networking sites like to learn about products based on the expe- es, sincere posts, and Twitter and Facebook, and 40% are learn- riences of “people like me,” rather than meaningful content. ing via websites, apps or blogs. directly from brands. Social media allows Marketers will do A new online culture of food has pro- them to do this with ease. well to recognize the found implications for how marketers can Social media engages consumers in a limits of their direct use social and digital media to build mean- constant conversation. However, they influence in social ingful and profitable relationships. Our must do much of their socializing alone, in media. They will suc- joint study “Clicks & Cravings: The front of a computer or in the palm of their ceed best by operating Impact of Social Technology on Food hand. This leaves consumers craving con- synergistically as part Culture,” found that social and digital tact with real people, even if virtually. of the social culture of Steve Bryant media is now replacing mom as the go-to For consumers to take notice, compa- food and beverage culinary source. nies must use social media to communi- online. Consumers search online for what to cate in ways that are authentic and person- Consumers are will- cook, without ever tasting or smelling. As able. The good news is that when used cor- ing to engage with a result, digital food selection is becoming rectly, social media is an excellent tool for food brands and com- less of a sensory experience and more of a companies to build personal and lasting panies in this space, visual and rational process. In the past, relationships with their customers. but only if the interac- when consumers listened to the opinions Traditional resources still relevant tion promises to enrich of a few trusted sources — mom, as well This media transformation has taken their lives in some tan- as other family members — in deciding years to evolve and it remains in flux. gible way, whether what to buy, cook or eat, modern con- When asked if they spend more time read- through useful infor- Laurie Demeritt sumers “crowdsource” the opinions of ing about food from print or online mation, money saving many before deciding what to buy. sources, 46% of online consumers said deals or entertainment. Social media, a mealtime companion they spent more time engaged online, as While an exceptional product and a great What’s more, the infiltration of social opposed to 31% who said they’re equally deal will initially attract consumers to you, media into the food experience goes far engaged with both online and print. this is only the starting point of a truly beyond purchasing and preparing food; it While 31% say they are inspired by meaningful social media relationship. now includes the meal experience as well. food shows they watch on TV, 25% are To leverage the opportunities offered by While eating or drinking at home, near- inspired by recipe websites or phone apps, this evolving platform, food and beverage ly one-third of Americans use social net- and 17% are inspired by restaurant review brands must also: craft a distinct online per- working sites. Among Millennials (18-34 websites or phone apps. sonality, enlist the support of other authen- years old), this figure jumps to 47%. The Pointing to the future, Millennials now tic social media voices, reflect their cus- “table for one” rarely exists anymore, even regard online media resources as their tomers’ values, reveal their true personali- among single people eating alone at home. most valued sources of food inspiration ties and be generous and humorous. If you’re eating solo, chances are you’re — more than print (such as magazines or Even with small changes in approach, also texting friends who live miles away or cookbooks) and food TV shows. companies can better use social media as a posting food photos to a review site. Consumers look to public communities tool to create more personable relationships Fundamental changes in food culture Some online food behaviors are less with consumers. That said, major gains Social media changes food culture by personal and therefore brands have more may require a fundamental rethink about influencing how consumers think about, direct access to their food choices. For how consumers are willing to interact with talk about and experience food. With the example, 47% say they’ve searched for brands online over the long term. clicks of our fingers, social media alters online/digital coupons/specials, while Steve Bryant is President of Publicis the entire lifecycle of a meal from plan- 42% say they’ve consulted online recipes Consultants USA. Laurie Demeritt is ning, to buying, to cooking, to eating. before shopping. President and COO at The Hartman As consumers use social media to dis- Brands can also be encouraged that Group. Bryant and Demeritt collaborated cover, learn, and share information about consumers are open to better and more on the study, “Clicks & Cravings: The food, they quickly become more active highly specialized tools for shopping and Impact of Social Technology on Food participants in food culture. They look to meal planning. Moms, primary cooks and Culture.” To obtain the complete study, bloggers and the opinions of others online shoppers want easy-to-use apps that can contact [email protected]. 

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USDA certification raises bar for bio-based label

With energy independence and carbon footprint claims on support a range of benefits including energy independence, alternatives to everyone’s minds, marketers are seeking to capitalize on their petroleum, carbon cycle management, product’s bio-based content. But like many marketing labels, enhanced farm and rural economies, and not all bio-based claims are made equal. green jobs. Related and specific product environmental benefits as applicable, including renewable, biodegradable, By Mark Eisen and Jacquelyn Ottman natural, or compostable, must be sup- ported and substantiated with scientific tionally recognized test standard, evidence. he scientific rigor of an American backed up by the credibility of the Credibility is key Society for Testing and Materials USDA. More than 500 products have Currently, the USDA Biobased certifi- T(ASTM) standard, combined with already been approved to use the label, cation process is the credibility of the USDA, has raised and applications are in the pipeline for administered by Iowa the bar for the industry. It gives the at least 400 more. State University, an USDA Certified Biobased label a new Not just any biologically derived independent third badge of competitive advantage within product or package can qualify for the party. Only accredited the consumer and government procure- USDA Certified Biobased label. independent laborato- ment markets, and increases credibility Certified products must meet three key ries conduct testing. for brand owners who make the effort to criteria: they meet the definition of bio- Since the certification get their biobased products certified. based as written into the 2008 Farm only measures carbon There’s no Webster’s definition of Bill, they must contain minimum levels content, no propri- “bio-based.” So, marketers have tended of bio-based content set forth by the etary formulas have Jacquelyn Ottman to define it loosely or link it to previous USDA and verified by the ASTM to be disclosed. perceptions of bio-based as anything D6866 test standard (minimums are Unlike most other cer- biological, living, natural, renewable or determined on a category by category tifications, there is no even biodegradable. Some do not reveal basis and are pegged to performance upfront fee, licensing the amount of, or basis for, claiming bio- and other criteria), and they must repre- or royalties, so even based content, making comparisons dif- sent alternatives to petroleum-based the smallest business- ficult. materials introduced after 1972. So, es can take advantage When bio-based content levels are products that were on the market before of the program. Only a insignificant, this can often constitute 1972 made from natural fibers or $500 lab test is greenwashing. Many questionable bio- forestry resources such as cotton t- required — a small Mark Eisen based claims have emerged, including shirts, office paper, or a 2x4 made of price to pay for a several official-looking logos with no pine would not qualify. And neither potentially big com- third party backing. With more than would products whose bio-based con- petitive advantage. 25,000 bio-based products on the market tent did not meet minimum levels. Seventh Generation leads the pack Translating content into benefits today, clearly there’s a need to clear up Seventh Generation has already certi- the confusion. The label, with its sun, sea and crops fied more than 35 of their household and USDA Certified Biobased Label motif was designed to help communicate personal care products; their motivations: The USDA Certified Biobased label that bio-based products can be derived to promote transparency, to avoid green- was introduced a year ago. It helps level from the sea or forests — not just grown washing, to allow consumers to make the market for bio-based claims by pro- from plants. For transparency, it requires side by side comparisons, and to change viding a clear definition and an interna- the exact percentage of bio-based con- the way the industry talks about “natur- tent be listed on al.” In the words of Julia Walker, the label for the Associate Scientist of Seventh product and/or Generation, “Our consumers want to package. Thus, know where their products originate marketers are without being ‘greenwashed.’ The USDA provided with a Certified Biobased label enables us to level playing field disclose the percent of renewable carbon and consumers in our products, telling consumers how have an easy way much carbon comes from plants versus to identify legiti- petroleum. The credibility of the method mate bio-based will give consumers the confidence they products, as well deserve to make conscious choices about as to compare and their purchases and the products they Currently there are more than 25,000 bio-based products on the mar- trust in their stat- bring into their homes.” ket, with many featuring claims that border on greenwashing. ed content levels. Jacquelyn Ottman and Mark Eisen are Marketers can colleagues at J. Ottman Consulting, Inc. J. Ottman Consulting, Inc. use the label to in New York. 

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COVER STORY “Genetically modified” becomes food label poison

The debate wages on regarding the marketability and health risks associated with genetically modified foods. While Federal regulation of GM foods has been historically lax, a series of recent bills proposed at the state level, combined with a slew of lawsuits aimed at biotech giant Monsanto, show a battle for transparency in the engineered foods industry is still in its infancy. By Jon Gingerich

of 2010, 93% of all soybeans, 93% of all to infertility. And in 2006, Russian n February 22, Connecticut’s cotton, 86% of corn and 95% of sugar beets Academy of Sciences scientist Dr. Irina General Assembly began its first grown in the U.S. are genetically modified. Ermakova published research showing rats Oround of hearings to gather public To date, the United States does not fed GM soy flour lost more than half their testimony regarding the proposed passage require genetically modified foods to be offspring within three weeks after birth. of HB 5117. The bill would require all labeled such. Moreover, GM foods do not A study published in the December 2009 genetically engineered foods sold in the require special approval by the FDA. edition of the International Journal of state to be labeled by law. In California, sig- Beginning with the “Flavr Savr” tomato, Biological Sciences discovered traces of natures are currently being gathered to put a the very first GM food to be granted license Hepatoxicity, or chemically driven liver similar GM labeling initiative on that state’s for public consumption, scientifically engi- damage, in rats fed Monsanto GM corn, as ballot. neered foods have been a topic guaranteed well as heart and kidney damage. Finally, a Perhaps it’s a sign of the times. While to induce internal controversy. When pro- June 2011 report by Earth Open Source genetically modified foods have been a reg- ducer Calgene first submitted the Flavr found that glyphosate — the weed-killing ular fixture on plates and grocery shelves Savr to the FDA in early 1992, government herbicide found in Monsanto’s flagship for more than a decade, the debate sur- scientists believed its genetic alterations, Roundup product — caused birth defects in rounding our current lack of regulatory which included an added gene to extend the frog and chicken embryos. The defects controls to ensure the safety of these prod- fruit’s shelf life, might result in uniquely were discovered during tests using ucts has grown from a groundswell to a high toxicity levels. Later feeding studies glyphosate dilutions that were much lower multi-industry fever pitch. Members of the found some rats fed the tomatoes developed than what’s currently used in standard agri- scientific community, grassroots organiza- stomach legions. FDA scientists believed cultural practices. tions, citizen journalists and millions of rushing the food into diets without addition- These findings echo anecdotal claims American consumers are now calling for al knowledge of its effects could be danger- heard in the U.S. farming community for more transparency into the manufacturing ous, and recommended further testing years, where rampant reports of fertility practices behind these foods and further before it was approved for commercial use. problems in livestock have allegedly coin- research into what potential effects they Outside consultants thought differently. cided with the introduction of GM products may have. So far, these wishes have been They concluded the tomato needed no fur- to animal feed. kept at bay, as corporate food manufactur- ther regulation because it shared the same Regardless of data that suggests other- ers, industry groups, members of Congress essential physiological characteristics of a wise, it bears mentioning: to date, there has and even White House cabinet members conventional tomato. The FDA determined not been a single documented case of any with ties to bio giants have been successful the Flavr Savr was “as safe as tomatoes human illness tied to the consumption of at plugging the dyke of swelling regulation. bred by conventional means,” and that no genetically modified food. A 2008 Royal The alleged dangers of GM foods have additional labeling on the food was Sciences of Medicine review concluded that been debated as long as they’ve been mak- required. The FDA approved it in May no reports of ill effects have ever been ing an appearance in grocery stores, but 1992. The Monsanto Company later bought reported from the consumption of GM now, due to new scientific findings, a crop Calgene. crops. However, the aforementioned scien- of lawsuits against biotech companies and Dangers of GM debated tific studies highlight an underlying notion the recent appearance of regulatory bills To date, there have been no epidemiolog- that the GM industry and its proponents aimed at engineered foods on multiple state ical studies to determine the effects GM can’t ignore: to date, no one knows what dockets, one can’t help but wonder if the crops may have on people. However, a the true, long-term effects of consuming debate over genetically modified foods has series of independent reports analyzing the GM foods really are. entered a second stage. effects of GM testing on animals have Science besieged A modified history offered a damning second opinion. Given its prevalence in U.S. diets, the In terms of food, genetic modification In the late 1990s, scientists in Scotland current dearth of research into the long- refers to the process wherein specific who fed conventional as well as GM pota- term effects of GM foods — either by changes are made to an organism’s genetic toes to mice reported 36 different physio- Federal agencies or independent scientific structure, either by incorporating foreign logical changes in animals fed the latter. inquiry — seems grossly inadequate. This genetic material into the organism or the The controversial study, carried out by bio- fact is complicated by the notion that most deletion of specific genes, typically to make chemist Árpád Pusztai, suggested that of the available studies touting GM’s bene- the crop more efficient, more attractive, or genetic reconfiguring of the potatoes, not fits have been funded or compiled by the more resistant to insects, draught or herbi- the presence of pesticides, caused these industry giants that produce GM foods. cides. health problems. In other cases, members of the scientific In Vienna, scientists performing long- The United States grows about 45% of Continued on next page the world’s genetically modified food. As term studies found GM corn fed to mice led 

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community have been outright attacked by been the number-one seller of its kind for Monsanto Senior Researcher. Roger the biotech industry and the front groups the past 30 years. Monsanto genetically Beachy, Director of the National Institute of that support them. Scientists have reported- engineers seeds so crops will be resistant to Food and Agriculture, worked with ly been fired or had their professional repu- the glyphosate while surrounding weeds Monsanto to develop some of the earliest tations damaged if they went public with die. The genetic structure of these seeds are genetically modified foods. findings critical of the existing GM patented. The Obama Administration in February machine. Monsanto is also known for its forays denied a Freedom of Information Act Consider the case of Ignacio Chapela, a into bovine growth hormone. The compa- request by the Public Employees for Microbial Ecologist and Professor at the ny introduced its rBST recombinant (com- Environment Responsibility to disclose the University of California, Berkeley. When monly known as rBGH), a synthetic hor- White House’s ties with Monsanto. Chapela traveled to rural Mexico to study mone injected into cows to increase milk Monsanto spent more than $10 million in the genetic differences between U.S. GM production. The hormone works by stimu- lobbying during 2011 alone. Several years corn and indigenous corn in the area, he lating a natural hormone found in both ago it began an audacious lobbying cam- randomly discovered transgenic DNA humans and cows, IGF-1, which is respon- paign to ban labels on hormone-free milk material in the latter, or genes revealing a sible for inducing growth in infants. It was and to prevent milk sellers from marketing natural transference of material from other later discovered that IGF-1 is a cancer their products as rBST-free. organisms. Mexico has a moratorium on accelerator when introduced to non- It’s clear the biotech industry is now turn- growing GM corn. Chapela’s findings then, infants. ing its lobbying attention to avoid the suggested that genetic material from GM Then there are the company’s notorious prospect of labeling GM foods, least the corn had somehow migrated thousands of business practices. Monsanto famously term “genetically modified” become the miles and had grafted onto wild maize pop- unveiled its patent “Terminator” seed, next marketing pariah alongside High ulations. which grows into a crop that bears sterile Fructose Corn Syrup. Perhaps the senti- After a series of peer-group reviews, seeds. Farmers, historically accustomed to ment can be summed up best when Norman Chapela’s findings were published in the practice of saving surplus seeds for the Braksick, President of Monsanto subsidiary Nature magazine. Soon after publication, next planting season, must now buy a fresh Asgrow Seed Co., was quoted in the Internet forums and message boards were supply each year. These new pricing sys- Kansas City Star as saying: “If you put a rife with copy-and-paste claims from two tems are proving economically burden- label on genetically engineered food, you “scientists” bent on discrediting Chapela’s some for farmers. A 2009 report by Charles might as well put a skull and crossbones on report, complete with apocryphal rumors Benbrook, Chief Scientist of The Organic it.” regarding the report’s origins. It was later Center in Oregon, illustrated how U.S. GM Given Monsanto’s heavy presence in discovered the attack was the work of a seed prices have increased dramatically in Washington, it doesn’t look like GM label- viral marketing campaign initiated by The recent years as non-GM and organic seed ing transparency will appear as a Federal Bivings Group, a Washington, D.C.,-based costs remained relatively flat. The report issue any time soon. The FDA has so far PR firm that held Monsanto as a long-time concluded: “At the present time there is a refused repeated requests by U.S. consumer client. massive disconnect between the sometimes protection groups to consider a labeling ini- Regardless of the spurious nature of the lofty rhetoric from those championing tiative for GM foods. criticisms, Nature ran a notice in its follow- biotechnology as the proven path toward Instead, it’s now happening at the state ing issue distancing itself from Chapela’s global food security and what is actually level. Aside from the introduction of GM findings. In December, The Bivings Group happening on farms in the U.S. that have labeling-related bills in Connecticut and site was allegedly hacked by Internet col- grown dependent on GM seeds and are California, farmers and food industry lective Anonymous. The PR firm has since now dealing with the consequences.” groups are now involved in a series of his- ceased operations. Monsanto is also famously litigious. The toric lawsuits against Monsanto. Then there’s Professor Pusztai, the company is involved in, on average, 13 A U.S. District Courts in February dis- Hungarian-born biochemist whose research lawsuits a year. It routinely sues farmers it missed a lawsuit brought on by The at the Rowett Research Institute in believes hold their seeds, and has sued Organic Seed Growers and Trade Aberdeen, Scotland, suggested physiologi- farmers for violating patent rights when it Association, a group comprised of farmers, cal damage in rats that ate GM potatoes was discovers genetic traces of its seeds cohab- seed sellers and agricultural professionals. the result of genetic alterations, not pesti- itating private stock. The practice of genet- The group preemptively sued Monsanto cides present in the potatoes. After Pusztai ically modifying seed is efficacious for because they believed the company’s seed- went on television to speak about his find- Monsanto not only because it can produce patenting practices could lead farms to be ings, he was fired. His colleagues were seeds to withstand its herbicides, but accused of patent infringement should their directed by the University not to speak with because patenting laws allow the company crops accidentally become contaminated him, least they also find themselves termi- to impose a virtual monopoly on the U.S. with the company’s GM seed. nated. food supply. Also in February, Monsanto agreed to Corporate, Washington ties exposed With 2011 revenues of $2.4 billion, settle a $93 million class-action lawsuit The largest producer of GM seeds is there’s no question Monsanto is the most with the residents of Nitro, West Virginia, Monsanto. It’s currently estimated that important player in the world’s biotech rev- due to contamination from the company’s Monsanto’s genetically modified patents olution. And with presence comes influ- former Agent Orange production facilities are now used in about 80% of all consumer ence. Former Monsanto Vice President in that town. Until 1969, Monsanto pro- corn grown in the U.S. and about 90% of Michael Taylor is currently the Deputy duced Agent Orange for U.S. government’s all soy. Currently, Monsanto is also the Commissioner for Foods at the FDA. Islam operations in Vietnam. world’s largest conventional seed compa- Siddiqui, Chief Agricultural Negotiator at With public perception of GM foods ny. the U.S. Trade Representative office, is a changing and states taking action in the The company’s Roundup product, fea- former Monsanto lobbyist. EPA research wake of repeated Federal inaction, it turing the patent herbicide glyphosate, has ecologist Lidia Watrud is a former appears this is a battle that has just begun. 

MARCH 2012 WWW.ODWYERPR.COM 19 Marchmagazine:Layout 1 3/1/12 12:38 PM Page 20

Profiles

O’Dwyer’s Guide to: Food & Beverage PR firms 3.12

full public affairs capabilities 1065 Ave. of the Americas, 28th Flr. through its parent company New York, NY 10018 Davies. 212/938-0166 Clients include: 7-Eleven, AmaWaterways, BrunchButler, Tom Coyne, CEO Claremont Hotel, Club & Spa, Richard Lukis, President Dripp Coffee, Grill Concepts, Tim Schramm, Senior VP Marina del Rey CVB, Natural Ad Meghan Flynn, MS, RD, VP and Campaign, SnöBar Cocktails, Director of Food and Nutrition Royal Jelly, Snowcreek Resort, Stacy Becker, Vice President The Bank of Santa Barbara, The Living Christmas Company, The Coyne PR is one of the Original Tommy’s Burgers and nation’s leading independent The Veggie Grill. public relations agencies with extensive experience in the Food CARMICHAEL & Nutrition category. Coyne PR Carmichael Lynch Spong created a visibility-raising program for LYNCH SPONG combines sound strategic coun- SUPERVALU around its partnership with First Lady Michelle Obama sel with cutting edge creative and the Partnership for a Healthier America to open 250 new stores elements to achieve superior in areas designated as food deserts. This commitment was localized 110 North Fifth Street communications goals for its in the Chicago market with a new store announced at a joint media Minneapolis, MN 55403 clients. The Coyne PR Food & event with the First Lady and Mayor Rahm Emanuel. 612/375-8500 Nutrition team has seasoned www.carmichaellynchspong.com food, beverage, nutrition and wellness specialists, combined brands that need to win. Blaze Julie Batliner, Managing Director with the industry’s top consumer BLAZE develops campaigns that help Grete Lavrenz, Principal, Chair, and national media experts. The our clients create or reclaim rele- Food and Beverage team has developed, implement- vance in the marketplace. ed, and supported major brands 225 Santa Monica Blvd., 3rd Flr. If you can no longer stomach Santa Monica, CA 90401 Utilizing comprehensive strate- and initiatives for industry-lead- 310/395-5050 gic communications campaigns the same stale, tasteless ideas, ing clients, including General [email protected] to differentiate and elevate our perhaps it’s time for some fresh Mills, Del Monte Fruits & www.blazepr.com clients from their competitors, thinking. Carmichael Lynch Vegetables, PepsiCo, The we are able to exceed our clients’ Spong leads the food, beverage, Hershey Company, Perrigo Matt Kovacs, EVP/GM expectations when it comes to nutrition and wellness arena — Nutritionals, ShopRite, Solae, positioning them to their audi- representing some of the biggest and Eggland’s Best, among oth- Blaze is the nationally recog- ences, and attracting positive brands. ers. nized PR firm that attracts com- attention from both consumers Our list of envied food and Agency experience includes pelling and aggressive consumer and the media. Blaze also offers beverage clients includes: retail product launches, brand building (SUPERVALU and Save-A-Lot); campaigns, tradeshow/conference packaged goods (Jack Link’s support, events, sponsorships, Beef Jerky and Jennie-O Turkey contests, promotions, cause mar- Store); ingredient brands keting, crisis management, influ- (DSM/Martek); and cookware encer engagement, social media, (Calphalon). and partnering with respected We work with food industry associations in the food, nutrition, leaders, consumer groups, chefs, and health space. In addition, the nutritionists, commodity groups, agency boasts an internal digital regulatory organizations and and design group, whose capa- experts in general, on a regular bilities include creative strategy, basis. Our relationships go social media campaigns, com- beyond media. We know the right munity management, digital pro- people to target with the right duction, full service design, program, product, campaign or video production, website design cause. And they know us. & development, mobile applica- tions & programs and webcasts COYNE PUBLIC & e-learning. The agency also partners with RELATIONS General Mills to manage two properties: MyBlogSpark, an In its first year working with Eggland’s Best, Coyne PR’s extensive, 5 Wood Hollow Road 8,600 member blogger network, multi-faceted campaign for the brand exceeded 340 million media Parsippany, NJ 07054 and MyInsite, a word of mouth impressions, 10 times the amount generated in the previous year. 973/588-2000 network featuring 250,000 high- www.coynepr.com ly influential brand advocates.

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PROFILES OF FOOD & BEVERAGE PR FIRMS

opinions of today’s consumers. CRT/TANAKA A Sabre award-winning agency staffed with seasoned food and LLC nutrition marketers, including a registered dietician and certified 320 West 13th St., 7th Floor fitness trainer, Current represents a New York, NY 10014 5-star roster of food industry 212/229-0500 clients such as Glad, Hidden Fax: 212/229-0523 Valley Ranch, Kingsford, Seeds of www.crt-tanaka.com Change and Uncle Ben’s, as well as beverage clients including Mark Raper, Chairman and CEO Mike Mulvihill, President Borden Milk, constellation wines, Ruth Lowenberg, Senior Vice FRS Healthy Energy and President, Food Practice Director Shamrock Farms. (Lewis & Neale) Our work focuses on brand and commodity marketing, such as Food and Beverage is new product launches, consumer CRT/tanaka’s largest and fastest education campaigns, cause-relat- Rebecca Spence and her winning chicken recipe competed against growing specialty industry. We’ve ed partnerships, influencer out- five finalists and more than 2,000 recipes to earn the grand prize at helped double blueberry consump- reach, word-of-mouth marketing Foster Farms’ 2nd Annual Fresh Chicken Cooking Contest at the tion. We’ve increased U.S. sales of and social media programming. Culinary Institute of America in St. Helena, Calif. Foster Farms is a Wines from Rioja, Spain by 40 per- Fineman PR client. cent. We’ve helped make Mexican DUBLIN & avocados household items. And, we provide marketing support for ASSOCIATES communications for food and bev- while taste often remains a center- Italy’s “hottest” foods. Our Lewis erage clients. Our strength is in piece of food communications, & Neale food group concentrates building strong and appealing Finn Partners has continued to on nothing but healthy foods, com- 3015 San Pedro brand identities for our clients. evolve its food and beverage plete with a test kitchen and regis- San Antonio, TX 78212 Recent client experience expertise in the all-important areas tered dieticians on staff. 210/227-0221 includes work with Foster Farms of health and nutrition, functional CRT/tanaka is an award-winning www.dublinandassociates.com Poultry for its annual fresh chick- foods, green foods, packaging public relations and marketing firm en cooking contest to reinforce the technology and the locavore move- known for its whatcanbeSM work- Jim Dublin, CEO company’s “fresh and locally ment. place culture and approach to busi- Mary Uhlig, President grown” messaging and position Our programs and contacts span ness. Headquartered in Richmond, their fresh chicken as an attractive the food and beverage media and, Va., and New York, with offices in Dublin & Associates is a full- option for culinary professionals through social media, we are very Los Angeles, Washington, D.C. and service strategic communications and home cooks alike, which active in programs that directly Norfolk, Va., CRT/tanaka also spe- firm with extensive experience included a targeted media relations engage consumers. On behalf of cializes in Health & Healthy serving food industry clients. We program resulting in more than 58 food and beverage clients we have Lifestyles, Consumer and have worked with food and con- million media impressions. More developed an expansive list of Corporate/B2B. sumer companies including than 75 percent of media coverage influencer contacts among celebri- The agency has been recognized Pioneer Flour Mills, Pace Foods included brand messaging. ty chefs, bartenders, working with more than 325 national and (Campbell Soup Co.), the Coca- Agency work this past year also chefs, leading food and beverage regional awards for its strategic Cola Bottling Company of the included assignments for Moone- bloggers, and others. counsel, creativity, workplace cul- Southwest, NatureSweet Tsai wines which resulted in cov- A sampling of our clients past ture and community service. Tomatoes, Luby’s Cafeterias, Taco erage in the Wall Street Journal and present includes Beringer Food, beverage and nutrition Cabana, the Culinary Institute of and Wine Spectator. Additionally, Wines, BevMo!, Cinnabon, clients include: Quebec Maple America, the New Braunfels through a project with Musco Crystal Geyser, Gatorade, Good Syrup, Chilean Fresh Fruit, Duda Smokehouse, and food / entertain- Family Olive Company, we Earth Coffee, Greg Norman Wine Farm Fresh Foods, Florida Sweet ment promotional firms such as secured local and national cover- Estates, Kellogg’s, Penfolds, Corn, Florida Tomatoes, Mexican Hispano USA. We provide nation- age and built awareness for their Seagram’s, Tonnino, Vitamin Avocados, North Carolina Sweet al and regional media coverage, brand by pitching an environmen- Water, and Whole Foods. Potatoes, Proscuitto Di Parma, U.S. special event planning, online and tal story highlighting their sustain- Highbush, Chilean and British social media outreach/programs, able production qualities. FOODMINDS, LLC Columbia blueberries, Country and Hispanic market outreach. We Fresh Mushrooms, Italian Trade work closely with clients to devel- FINN PARTNERS Commission foods, Wines from op strategic initiatives and publici- 328 S. Jefferson St., Suite 420 Rioja Spain, Madison County ty campaigns that focus on client Chicago, IL 60661 Wines and Corn Products marketing goals and bottom line 301 East 57th Street, 4th Floor 312/258-9500 International. results. New York, NY 10022 Fax: 312/258-9501 212/715-1600 [email protected] CURRENT FINEMAN PR Direct: 212/593-5807 [email protected] [email protected] [email protected] www.finnpartners.com www.foodminds.com 111 E. Wacker Drive, 10th Floor 330 Townsend Street, Suite 119 Chicago, IL 60601 San Francisco, CA 94107 Cliff Berman, Senior Partner Laura Cubillos, RD, Bill Layden, www.talktocurrent.com 415/392-1000 Sue Pitman, MA, RD, Partners Cell: 415/264-3343 Finn Partners has outstanding Current helps clients develop Fax: 415/392-1099 food and beverage capabilities, FoodMinds is a food and strategic marketing campaigns that matched by an impressive list of nutrition consulting and commu- seamlessly integrate with the ever- Fineman PR, founded in 1988, food and beverage — both non- changing activities, interests and specializes in Brand PR and crisis alcohol and spirits — clients. And Continued on page 22

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PROFILES OF FOOD & BEVERAGE PR FIRMS

FWV is home to one of the clients navigate the ever-chang- Manhattan Cocktail Classic, FOODMINDS nation’s largest food and bever- ing food and nutrition landscape. Michael’s New York, Marie age practice areas. A leader in An award-winning, ideas-driven Brizard Liqueurs, Original Sin Continued from page 21 launching head-turning, results- strategic communications agency, Ciders, Bortolomiol Prosecco, driven marketing campaigns, GA is known for creating innova- Wines of Croatia, Leblon FWV currently works with tive programs that deliver high- Cachaça, Terra Andina Chilean nications company specializing some of the world’s foremost impact results for our clients. Winery and the Gourmet Latino in food, nutrition, health and companies and brands, includ- We understand the tremendous Festival. wellness. We harness communi- ing Hood River Distillers opportunities and unique chal- The agency’s work on behalf of cations, science and public (Pendleton Whisky, Pendleton lenges presented by today’s con- its clients has earned national and affairs to establish unique selling 1910, Yazi Ginger Vodka, sumers’ seemingly insatiable international recognition. Its propositions and produce novel Broker’s Gin and SinFire appetites for information about breakthrough “Truth in Vodka” food and nutrition programs. Cinnamon Whisky), Melitta the foods they eat. From nutri- PR campaign for Sobieski Vodka We create pathways for new Coffee, Moe’s Southwest Grill tional education programs and won first runner-up in PRWeek’s opportunities and growth that and Mia Francesca Trattoria. CSR campaigns to crisis commu- “Best Consumer Launch of the transform perceptions and influ- Past food and beverage nications and social media, we Year” and was a finalist for a ence decisions and actions. In clients include The Coca-Cola help our clients create and capi- SABRE Award, given by The short, we don’t just tell your Company (NESTEA, Gold talize on market opportunities, Holmes Report based in the U.K. story better — we help you tell a Peak, Minute Maid, DASANI position their business for In 2010, the agency’s creativity in better story that makes a differ- and Simply Orange), Celebrity growth, manage challenges and promoting the Manhattan ence. Chef Lorena Garcia, the North crisis situations and advocate Cocktail Classic was recognized Clients Include: American Carolina Beer and Wine their passion and commitment to by its second SABRE Award Heart Association, American Wholesalers Association, a cause or issue. nomination. In addition, through Pulse Association, Anschutz Brinker International With offices in Washington, its multi-year PR campaign for Health & Wellness Center, (Maggiano’s Little Italy restau- D.C., and Los Angeles, we are Mionetto Wines, Hanna Lee Applegate Farms, Clemmy’s Ice rants), House-Autry, ConAgra proud to work with some of Communications contributed to Cream, Dairy Management, Inc., (Slim Jim, Pemmican Beef America’s leading food brands, developing the now-popular Dairy Research Institute, Jerky), Nabisco Foods, Brown- including Dole Food Company, Prosecco category in the U.S Earthbound Farm, Grocery Forman (Jack Daniel’s), Whole Inc. and The J.M. Smucker Manufacturers Association and Foods Market and Diageo North Company, as well as leading pub- HOPE-BECKHAM Food Marketing Institute, Hass America (Bulleit Bourbon), lic policy organizations such as Avocado Board, Kashi, among many others. the Food Allergy Initiative. INC. Kellogg’s, McCormick, McNeil Product launches have Nutritionals, Midwest Dairy included Melitta Café HANNA LEE 17 Executive Park Dr., Suite 600 Association, National Collection, SinFire Cinnamon Atlanta, GA 30329 Cattlemen’s Beef Association, Whisky, Pendleton 1910, COMMUNICATIONS, 404/604-2613 National Confectioners NESTEA COOL, Diet INC. [email protected] Association, National Potato NESTEA, Gold Peak, DASANI www.hopebeckham.com Council, Noodles & Company, Plus, Arbor Mist wines, Nutrient Rich Foods Coalition, Dolphins & Friends snack 575 Madison Avenue, 10th Floor David C. Van Voorhis, Director, National Pork Board, Texas Beef crackers, Orville Redenbacher’s New York, NY 10022 Business Development & Client Council, United States Dairy popcorns and Pemmican Beef 212/527-9969 Relations Export Council and Welch’s. Jerky. FWV launched these Fax: 212/721-2091 products in key markets across [email protected] For 18 years, Atlanta-based FRENCH/WEST/ the U.S. with strategic planning www.hannaleecommunications.com Hope-Beckham has provided and comprehensive media out- www.unwindwithwine.com public relations services and VAUGHAN reach programs. The agency Twitter: @hannaleenyc marketing support to a variety also executes multi-faceted dig- of clients on a local, regional 112 East Hargett Street ital and social media campaigns Hanna Lee, President and national level. Raleigh, NC 27601 to stimulate product trials, From launching new food and 919/832-6300 awareness and purchase. Hanna Lee Communications, beverage products to the grand www.fwv-us.com Inc. is an award-winning, bou- openings of quick serve, casual tique PR agency specializing in Rick French, Chairman & CEO GIBRALTAR or fine dining establishments, the spirits, food, wine, travel and Hope-Beckham has done it all. David Gwyn, President / Principal lifestyle industries and event man- Natalie Best, Executive Vice ASSOCIATES Whether promoting a restau- President / Director of Client agement. The agency only repre- rant grand opening or publiciz- sents products and companies Services 555 13th St., NW, Ste. 400 East ing a new food or beverage to Washington, DC 20004 about which it is passionate. This consumers or creating programs French/West/Vaughan (FWV) 202/534-1700 philosophy drives the agency’s that effectively position an is the Southeast’s leading public Fax: 202/534-1701 well-acknowledged excellence. organization or product, Hope- relations, public affairs and [email protected] The agency’s services include: Beckham is known for its cre- brand communications agency, www.gibraltar-llc.com strategic PR planning; national ativity and cost effectiveness. independent or otherwise. and local media outreach; long- How does public relations Founded in April 1997 by Eric M. Bovim, CEO and Co- term brand building; press famil- Founder relate to the food and beverage Agency Chairman & CEO Rick iarization trips; press conferences; world? Thomas J. Pernice, Chmn. and media training; trade and con- French, FWV now employs 70 Co-Founder Communication, as with any public relations, advertising and Dan Doherty, Partner and SVP, sumer show support; sponsorship food or beverage, is only as digital marketing experts. Food & Nutrition Practice management; and, co-marketing good as the ingredients that go Headquartered in Raleigh, N.C., promotions. into them … Hope-Beckham FWV also has offices in New From farm to fork, Gibraltar Recent client experience has the perfect blend of experi- York City, Tampa, Dallas and Associates (GA) offers the expe- includes Campari, Santa Teresa Continued on page 24 Los Angeles. rience and knowledge to help our Rum, Louis Royer Cognacs, the 

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PROFILES OF FOOD & BEVERAGE PR FIRMS

tive, custom social media appli- Our “best of breed” food and cations in house. beverage brand experience Clients include some of the includes General Mills, The most iconic and respected food Capital Grille, ‘21’ Club, Dean & and beverage companies and Deluca, Au Bon Pain, Blimpie brands including Kraft Foods International and The French (Jell-O, Kraft Macaroni & Culinary Institute. Cheese), E&J Gallo Winery JGA has unique insight into (Barefoot, Gallo Family luxury brands. As long-term pub- Vineyards), Diageo (Johnnie licists for American Express- Walker, Ketel One Vodka), Harrison Group Yearly Survey of Dole, Campbell’s, and Arby’s. Affluence and Wealth in America, Tabasco, our first client 23 we are privy to the most up-to- years ago, is still a client today. date findings on what drives the Revitalizing mature brands, behavior of the rich and the creating buzz around new prod- super-rich. ucts and building awareness Our work is characterized by among key influencers groups ingenuity in thinking and trans- (including the epicurean, dietet- parency in style. We are experts Hunter PR worked with Maxwell House and “Modern Family” star ic and medical communities) in the full range of communica- Julie Bowen to kick-off Drops of Good: The Maxwell House Community are among the firm’s specific tions tools. Our goal is to deliver Project, a program that brought a helping hand to community centers in are‹as of expertise. shrewd brand strategy, high pro- need around the country. The program has generated more than 215 file media coverage, A-list events, compelling celebrity million media impressions and 1,000 placements. Here, Bowen helps JANINE GORDON endorsements, social media con- renovate the Adamsville Recreation Center in Atlanta, Ga. ASSOCIATES tent with viral appeal and mutual- ly beneficial strategic alliances — always within the context of an independent marketing commu- 11 East 26th Street, 19th Floor HOPE-BECKHAM nications firm specializing in integrated strategy. New York, NY 10010 Result: Positive brand aware- Continued from page 22 consumer brand and lifestyle 212/221-1713  public relations with particular ness, increased sales and long- [email protected] term brand value for JGA clients. expertise in food, beverages, www.jgordonassociates.com ence in a variety of communica- wines and spirits. Our 85-per- If you want to expand your brand’s connections, start by vis- tions strategies to create the per- son firm offers strategic market- Janine Gordon, President & CEO fect recipe for success. ing PR services including: iting our website: Alvin Schechter, Chairman www.jgordonassociates.com. research and consumer insight John Donofrio, CFO HUNTER PUBLIC development; traditional and digital media relations; social Janine Gordon Associates JB CUMBERLAND RELATIONS media marketing; Hispanic excels at expanding brand con- strategies and solutions; corpo- PUBLIC RELATIONS nections via big ideas and flaw- rate/social responsibility initia- 41 Madison Avenue, 5th Floor less execution. With experience tives; special event production New York, NY 10010-2202 ranging from fine dining to fast 133 W. 25th Street, Flr. 9E and sponsorships; product intro- 212/679-6600 food and culinary training, JGA New York, NY 10001 ductions and anniversaries; [email protected] understands the challenges inher- 646/230-6940 nutrition and recipe initiatives; www.hunterpr.com ent in building relationships with Fax: 646/230-6935 talent negotiations, entertain- consumers and stakeholders in [email protected] ment integrations, and Grace Leong, Jonathan Lyon, these dynamic categories. www.jbcumberlandpr.com spokesperson media tours; and Claire Burke, Mark Newman, Established in 1993 by Janine crisis counseling. Hunter PR’s Jason Winocour, Donetta Allen, Gordon, formerly CEO of Saatchi Cluttered categories and over- Partners award-winning graphic and dig- Gigi Russo, & Saatchi Public Relations, JGA stocked retail shelves — in a ital design team creates every- is a cutting-edge New York City market flooded with competing Hunter Public Relations is an thing from program logos and PR boutique with the sophistica- products and messages, compa- award-winning, top-ranked collateral materials to innova- tion and energy required to build nies face the challenge of stand- successful F&B brands. ing out, selling-in and selling- Chairman Alvin Schechter, one of through: this is what we are hired the founders and former CEO of to do! For more than 25 years, JB Interbrand, brings world-class Cumberland Public Relations brand skills to JGA clients. (JBC PR) has been helping We know that the most valu- clients distinguish themselves able marketing component of a from competitors and imitators, successful restaurant, food, wine while helping them achieve their or spirit is its brand image. JGA’s ultimate goal: selling products! food and beverage specialists are We achieve this goal through highly skilled in communicating strategic media campaigns, con- that image through our solid con- stantly leveraging our outstand- nections to the most influential ing contacts with key editors, food and beverage journalists and writers, producers and bloggers personal access to chefs, somme- in the industry; through social JB Cumberland client Joseph Joseph holds its spring 2011 launch at liers, mixologists, guidebook edi- media and online projects; Sur La Table in Soho, New York. tors, nutritionists, bloggers, through special events, seminars tweeters and tastemakers. and TV appearances — always

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PROFILES OF FOOD & BEVERAGE PR FIRMS

Hershey’s® Air Delight™ Chocolate balloon drew a crowd as part of JSH&A’s sky-high media and consumer chocolate tasting event launching the unique new product. Coverage in key national media and blogger reviews drove awareness, trial and sales.

adapting our strategy and tactics brands — companies such as according to the client’s needs. Hershey’s, ConAgra, Beam, We understand our clients’ mar- McDonald’s and Master Lock, kets, their businesses and their among others. It is the critical products — whether beverage, Life Influence Factors, what we specialty food or housewares — call LIF™ that set the focus to so much so that one client’s generate consumer preference wholesale business has tripled and build brand loyalty. since our partnership began, and Creative strategies and mes- another client’s wholesale busi- saging position and persuade ness has quadrupled. Two other whether talking to influential clients have become category Mommy Bloggers or Scotch Ketchum: a food industry marketing pioneer for more than five leaders without dropping a dime enthusiasts. From hot air balloon decades. on advertising, and with our help, rides to launch Hershey’s new another client is in the process of aerated chocolate, to creating a new niche market. “Snacktivity Suites” at BlogHer, This is what we have done and to Facebook contests to select the A food industry marketing pio- Dr Pepper Snapple Group, Frito- continue to do for brands as next flavor for Alexia frozen neer for more than five decades, Lay, Kikkoman, Kraft Foods, diverse as Australian Lamb, potatoes, to Twitter parties, Ketchum’s Global Food & Mexican Hass Avocados ZeroWater, Bodum Coffee, iSi Foursquare meet-ups, celebrity Nutrition Practice has helped Importers Association, National Espuma Cuisine and Whippers, media tours, cause-marketing companies, brands and commodi- Cattlemen’s Beef Association, Curious Chef, Twinings Tea, St. campaigns, to You Tube video ty groups shape perceptions and National Honey Board, Nestle, Dalfour Fruit Spreads, Nambé, contests, mobile apps and build sales. Ketchum’s Global Premier Foods, U.S. Farmers and Fusionbrands, Joseph Joseph, beyond, we know the magic of Food & Nutrition Practice is dif- Ranchers Alliance, Wendy’s and Starfrit, Cat Cora Cookware, building buzz to build sales. ferent from other agencies and WhiteWave Foods. Revol and Focus Products. Our highly-skilled client teams breaks through with: Registered include the director of digital and dietitians on staff and certified LEE & JSH&A social media to ensure that pro- nutrition communications profes- grams incorporate the best tools sionals (an exclusive collabora- ASSOCIATES to connect with the target audi- tion with Tufts University’s Member of IPREX global network ence, while our media experts Friedman School of Nutrition 145 S. Fairfax Ave., #301 2 TransAm Plaza Drive, Suite 450 carefully screen traditional and Science and Policy); a Well- Los Angeles, CA 90036 Oakbrook Terrace, IL 60181 social media and design trigger- Connected brand-building spe- 323/938-3300 630/932-4242 point media outreach. Video pro- cialty combining consumer mar- [email protected] www.jsha.com ducers put online strategies in keting practices with healthcare, www.leeassociates.com motion as the event crew ensures nutrition and wellness marketing Jonni Hegenderfer, CEO people and places are perfect. expertise; a Food B2B Group Howard Pearlstein, Principal Jim Kokoris, President JSH&A communications pro- focused exclusively on full-serv- Cheryl Georgas, SVP, Deputy GM grams are nimble, innovative and ice marketing to the foodservice Lee & Assocs. offers strategic multi-faceted — just like our and food ingredient channel; the planning, program evaluation, JSH&A is an award-winning team — and they deliver results. Ketchum Food Center, a test media relations, product launch- lifestyle communications agency kitchen and “food think tank” es, consumer education, recipe with a national reputation for KETCHUM with trained chefs and culinary development, special events, cri- multi-channel, consumer market- professionals. sis management and corporate ing expertise. 1285 Avenue of the Americas Clients include: American PR services to its food & bever- Our trademarked LIF™Style New York, NY 10019 Pistachio Growers, California age client roster. strategy has helped some of the 646/935-3900 Dried Plum Board, California Founded in 1950, the agency is world’s best-known companies [email protected] Milk Advisory Board, Canned Continued on page 26 tell their stories and build their www.ketchum.com Food Alliance, ConAgra Foods, 

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PROFILES OF FOOD & BEVERAGE PR FIRMS

expanded its “Marketing Blend” storied Drambuie brand, Maloney Internet Division with a heavy & Fox (M&F) fast became a lead- investment in Social Media mar- ing and dynamic force in bever- keting, which combines traditional age marketing, PR & then some. PR/Publicity activities with online Currently as AOR for William marketing, SEM and Social Media Grant & Sons’ portfolio of premi- solutions, including brand strate- um spirits, M&F has consistently gies for Facebook and Twitter designed, planned and executed campaigns, food & lifestyle blog- world-class PR and marketing ger outreach and online media. communications programs that Leading the Travel Industry have led to unprecedented sales M&P FOOD growth year on year. Whether creating consumer, by Providing Professional COMMUNICATIONS viral and media buzz with the Hendrick’s Gin Enchanted Forest, 151 N. Michigan Ave., Suite 804 staging a cross-country road trip Travel Services Since 1972 Chicago, IL 60601 in search of the ultimate in crafts- 312/201-9101 manship with the Balvenie Single www.mpfood.com Malt Scotch Whisky, or setting new benchmarks for rare Whisky Brenda McDowell, Principal auctions for Glennfidich, M&F specializes in supporting show- M&P is celebrating its 25th stopping, creative ideas with a year of providing public relations strong strategic foundation to and communications services to a help clients grow their business. Nearly 30 food bloggers gathered to learn from Wilton’s baking and variety of consumer food and We’ve revitalized brands after decorating experts at their Woodridge, IL headquarters in June 2011. beverage clients across the globe. decades of declining sales, Facilitated by M&P Food Communications, bloggers were offered an Whether building buzz, moving launched new products to unex- inside look at Wilton, from new product and trend demonstrations, audiences to action or developing pected audiences and driven instruction in decorating techniques using buttercream and fondant, a delectable recipe, M&P pro- awareness to unheard of levels. and a tour of the company’s test kitchen, decorating room and pho- grams are tailored to clients’ In short — we know our stuff. tography studio. needs and designed to deliver. Don’t just take our word for it, The M&P in-house test kitchen though. Over the years, M&F has extends client offerings beyond won more than 75 marketing and well as brand names like John traditional public relations pro- PR awards, including Small LEE & ASSOCS. Morrell, Florida’s Natural Fruit gramming to include hands-on Agency of the Year at the 2010 expertise in recipe development, Bulldog Awards. Continued from page 25 Snacks, Morehouse Mustard and  Mrs. Cubbison’s Foods (stuffing food and wine pairings, contest and croutons — a client for 60 judging and more. MARX LAYNE & years). Additional clients include Culinary-focused, consumer- proud of its Western Research trade associations and marketing connected and client-centered, COMPANY Kitchens division, which features boards, from California apples, our success is proven on behalf of • Business Travel Consultants home economists, nutritionists, eggs, figs, prunes, seafood and current clients including Wilton 31420 Northwestern Hwy., #100 dietitians, chefs and medical doc- tomatoes to Hawaiian papaya, Enterprises, Dreamfields Pasta, Farmington Hills, MI 48334 • Strategic Meetings Management tors. The firm has represented Oregon potatoes and the New Seneca Foods, Safest Choice 248/855-6777 x105 PepsiCo, Del Monte, American Zealand Trade Commission. Pasteurized Eggs and Bord Bia [email protected] Home Foods and Suntory Int’l, as Lee & Associates recently — Irish Food Board. www.marxlayne.com • Government Travel Contractors Locations: MALONEY & FOX Michael Layne, Managing Partner • Over 200 Offices Worldwide North America 89 Fifth Avenue, 4th Floor Marx Layne has been provid- Middle East New York, NY 10003 ing cost-effective marketing, • Competitive Online Booking 212/243-2000 public relations and social media [email protected] services on a local, regional and Europe www.maloneyfox.com national basis to the food and • One-on-One Travel Consultation beverage sector since 1987. Asia Brian Maloney, Margie Fox, Co- Services offered to clients CEOs include media relations, product • Leisure Travel Experts Find out about cruises sailing from New York Hal Bienstock, New Business publicity, crisis and issues man- and other worldwide destinations agement, internal communica- Our bar beats your bar, hands tions, special events planning, down. social media, online reputation 888-333-3116 And yes, we set the bar higher management, direct mail, e- with our beverage, wine & spirits blasts, graphic design, Web Lee & Associates principal/VP, Howard Pearlstein (left) and Steve portfolio. Since first establishing development, and brochure and Kasmar, Los Angeles Trade Tech Culinary School Director (right) its beverage credentials in 2006 newsletter production. congratulate the student chef winners in the school’s 14th annual by successfully introducing Clients include fine dining Mrs. Cubbison’s Thanksgiving Stuffing Cook-off. The event was cre- Peroni Nastro Azzurro Beer to restaurants, quick service restau- ated and is produced each year as a major media event by Lee & America and then driving a new rants, supermarket chains, and 212-563-3500 • OmegaNewYork.com Associates for Mrs. Cubbison’s Foods, a client for over 60 years. generation of upwardly mobile food and beverage manufactur- men to discover the secrets of the ers and suppliers. World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 26 MARCH 2012 WWW.ODWYERPR.COM  ADVERTISING SECTION Marchmagazine:Layout 1 3/1/12 12:38 PM Page 27

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 Marchmagazine:Layout 1 3/1/12 12:38 PM Page 28

PROFILES OF FOOD & BEVERAGE PR FIRMS

Microwave Foods, Jim Beam, Rachel Ufer, Senior Vice Land O’Lakes, Lloyd’s President, Business Development Barbeque Company, The Malt- O-Meal Company, Nature Ogilvy PR has deep and unpar- Valley, PepsiCo, Pillsbury, alleled expertise in food and bev- Progresso, Schell’s Brewing erage. During a time of rapid Co., SUPERVALU, Total and lifestyle and health shifts in the Trix. category, we specialize in creat- ing dynamic and game-changing PIERSON GRANT programs that impact consumer perceptions and drive bottom-line PUBLIC RELATIONS results. Our combination of research-based strategy, break through creativity, and flawless 6301 N.W. 5th Way, Suite 2600 Ft. Lauderdale, FL 33309 Food Network Chef Danny Boome, host of “Celebrating 100 Years of execution deliver meaningful media results, talkability and 954/776-1999 Umami” science and sensory luncheon at the New York Academy of buzz, and product sales. In addi- www.piersongrant.com Sciences, flanked by Lisa Watson of Watson-Mulhern, and Louise tion, we have a staff of seasoned www.highimpactdigital.com Pollock and Marcie Klein of Pollock Communications. communications professionals — including in-house food and Maria Pierson, CEO nutrition experts and a national Jane Grant, President r, Pres. & CEO network of RD consultants — MARINA MAHER Michael W. Kempne Pierson Grant PR is a full-serv- Alissa Blate, EVP, Global that is in-tune with current and COMMUNICATIONS Consumer Marketing Practice future trends in food and bever- ice agency with offices in Fort Leader age. Our roster of food clients Lauderdale, Fla. and Raleigh, includes Nestle, Fage, Unilever N.C., serving a wide range of 830 Third Avenue Consumer Lifestyle brands turn (Lipton, Slim-Fast, Knorr, clients with strategic and tactical New York, NY 10022 to MWW Group because we’re Bertolli, Hellmann’s), Quaker, planning, media and community 212/485-6800 expert at creating strong identities Tropicana, Naked Juice, KFC, relations, superior Web-based and Fax: 212/355-6318 and making our clients matter more Taco Bell, MaggieMoo’s Ice social media, crisis communica- www.mahercomm.com in a crowded and commoditized Cream and Treatery, Marble Slab tions and special events. market where the emergence of Creamery, PretzelMaker, Clients include Dairy Queen, Nancy Lowman LaBadie, EVP new digital platforms is constantly PretzelTime, Great American Olive Garden, Zona Fresca, Hard Loren Fisher Coleman, SVP, changing the playing field. At Cookie Company, Johnsonville Rock Vodka and other outstand- Food & Beverage MWW Group, we establish rela- Sausage, DuPont and Produce for ing brands. tionships between brands and con- Better Health Foundation. The firm’s fresh thinking helps The Food & Beverage Practice sumers through integrated public clients build brand identity, gen- at Marina Maher Comms., Inc. relations and marketing activities PADILLA SPEER erates publicity for openings and (MMC) creates delicious pop cul- that drive awareness, engagement food and beverage introductions, ture and lifestyle relevance for and consideration. We expand BEARDSLEY brings creativity to special events food, wine and spirits brands. With media coverage beyond the food and community relations, and an expertise in marketing to pages and into influential tradition- 1101 W. River Pkwy. leverages the power of Internet women, the team partners with al and digital lifestyle outlets, creat- Minneapolis, MN 55415 marketing through its High industry insiders — celebrity chefs, ing brand relevance and developing 612/455-1716 Impact Digital division. mixologists, and dietitians — to emotional connections that drive www.psbpr.com craft five-star communications pro- trial and brand loyalty. POLLOCK grams that lure consumers to the Whether it’s establishing a Tom Jollie, Senior VP, Consumer COMMUNICATIONS table. restaurant as a top-choice for din- Products Other house specialties include: ing or creating demand for coffee at Gregory Tarmin, SVP, Managing Blending brands with relevant an unlikely destination, we capital- Director, NY 665 Broadway, Suite 1200 causes to showcase their good ize on trends to position our client Tina Valek, Director, Food New York, NY 10012 taste; Turning online community brands as a vital ingredient in con- 212/941-1414 connoisseurs into advocates by sat- sumers’ lifestyles. Our clients Padilla Speer Beardsley is an Fax: 212/334-2131 isfying their social media appetite; include: McDonald’s, Sara Lee, integrated communications firm www.lpollockpr.com Winning and maximizing top food Atkins Nutritionals, Ball Park with offices in Minneapolis and awards for brands; Delivering Franks, Jimmy Dean Breakfast New York City. We launch prod- Louise Pollock, President extraordinary mainstream, online Foods, Hillshire Farm, The ucts, create and reenergize and social media results and con- Popcorn Factory, Senseo Coffee, brands, craft social-media cam- Pollock Communications is an sumer engagement with a creative Fannie May Chocolates, among paigns and handle crises and independent PR and marketing twist. many others. product recalls. Our approach communications agency that offers Clients include Bimbo Bakeries utilizes proprietary planning cutting edge expertise for food, USA, Post Cereals, Pernod Ricard OGILVY PUBLIC methodologies that provide nutrition, health & wellness and USA and the entwine wine collec- insight, guide strategy and gen- beverage clients. Founded in 1991, tion from Wente Vineyards and the RELATIONS erate measurable outcomes, and Pollock pioneered communications Food Network. WORLDWIDE our award-winning programs for the functional food movement, have driven business results for creating some of the major food clients for more than 50 years. trends of the past 10 years includ- MWW GROUP The Chocolate Factory 636 Eleventh Avenue Our experience includes work ing making tea the healthy drink of One Meadowlands Plaza New York, NY 10036 for Betty Crocker, Caribou the new millennium and making East Rutherford, NJ 07073 212/880-5280 Coffee, Cheerios, Cub Foods, chocolate a healthy indulgence. We 201/507-9500 [email protected] Fiber One, Frito-Lay, GE, Gold know how to capitalize on emerg- www.mww.com www.ogilvypr.com Medal Flour, Golden Valley ing health and wellness trends in a

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PROFILES OF FOOD & BEVERAGE PR FIRMS

credible way, with media, con- The team conducted the PR for sumers and health professionals. the high-visibility opening of Jim Our knowledge of the latest Lahey’s celebrated Co. in NYC. research and science in the health Placements reached over & nutrition arena and our under- 264,000,000 potential diners and standing of food policy enables us increased sales. After Lahey to deliver actionable consumer and appeared on “MARTHA” almost market insights and practical health the entire audience flocked to Co. & lifestyle wellness benefits for We created the first Chief Beer brands and commodities. Officer and search for the same for Our staff includes registered Four Points by Sheraton and the dietitians with on-air and editorial first Beer Sommelier for Four experience who can address the Points LAX. We are about to host health & nutrition issues that are the first national hammentashen top-of-mind for today’s editors and eating championship for EL AL reporters — including those who Israel Airlines. We are also work- serve as trusted “watchdogs” for ing with Etihad Airways on their family gatekeepers. We have devel- in-flight chef program. Quinn & Co.’s “sky-high” food client: Etihad Airways’ new in-flight oped innovative social media pro- We helped propel Chef Tony chefs program with 110 classically-trained international chefs ded- grams to reach the key consumer, Mantuano to national acclaim; icated to food service excellence in its Diamond First Class cabins. health & wellness influencers drive business to his Chicago online. Over the last two decades, restaurants, Spiaggia and Cafe Pollock has cultivated long-term Spiaggia, and spur sales of his relationships and trained a network book, “Wine Bar Food,” which is experience in promoting consumer of spokespeople, including media now in its second printing. Registered Dietitians and celebrity RF | BINDER packaged goods, prepared and Over-the-top FWS placements imported foods, ingredients, gro- chefs who are available and ready include Chef’s run on Bravo’s “Top to deliver key messages for a vari- cers, restaurants, and beverages Chef Masters” season 2, a guest 950 Third Avenue, 7th Floor like wines and spirits and coffee. ety of our clients in broadcast, print judge on “Top Chef: All Stars,” New York, NY 10022 and social media. We promote brands, products and “Nightline,” Wall Street Journal, 212/994-7600 services, but we also routinely deal Clients: Ajinomoto Food New York Times, Wine Enthusiast, www.rfbinder.com Ingredients, LLC, Brassica with the most challenging issues in New York Magazine, La Cucina the space such as recalls, labeling, Protection Products, LLC, Amy Binder, CEO Italiana, Huffington Post, FDA actions, safety, and regulation. Cranberry Institute, Cranberry USA Today, Food Atalanta Rafferty, Executive Associated Press, Managing Director As one example, in 2011, Marketing Committee, PepsiCo & Wine, O, The Oprah Magazine, RF|Binder continued to create a Global Nutrition Group, Purdue People, Vanity Fair Italy, “The With the prevalence of celebrity series of unique consumer engage- Products, Slow-Mag Tablets, Tea Early Show,” “Today Show,” “The Council of the USA, Unilever chefs, the expansion of culinary TV ment events to drive trial and Martha Stewart Show” and “ABC awareness of Malaysian food, Brands: Promise, Country Crock, I Wallpaper Details programming, and the explosion of News Now,” *, , including the first-ever Malaysian Can’t Believe It’s Not Butter, Wish- National Geographic Traveler, food bloggers on the one hand and Noodle Festival at the Chelsea Bone Dressings, Breyers, Popsicle Eater, Tasting Table Chicago increasing regulatory scrutiny and and Triangle, the busy intersection of and Klondike, and USA Rice Tribune. public health issues on the other, Federation the food industry is facing new Hudson, 14th and 9th in New York. Last year’s New York City Wine challenges as well as new opportu- Thanks to a sustained integrated QUINN & CO. & Food Festival called upon Quinn nities. Competition for the con- marketing campaign, that also & Co. to handle the online auction sumer mindshare is stronger than included effective media relations, benefiting the Food Bank for New ever, and concerns for safety and social media engagement and tar- 520 8th Avenue, 21st floor York City. nutrition are a permanent dimen- geted advertising, awareness of New York NY 10018 For the new The Grande Dalles sion of food and beverage market- Malaysian cuisine has never been 212/868-1900 winery in Oregon the team ing. Drawing from our deep experi- higher in the New York metropoli- Direct: 212/868-1900 x22 secured coverage in Zink, ence and knowledge of the evolv- tan area. In fact, for the second con- [email protected] Snooth, Food & Wine.com, and ing food and beverage world, secutive year, Laut, a Malaysian www.quinnandco.com BehindtheBurner.com. www.quinnandco.com/blog RF|Binder has worked in every restaurant in Manhattan, has held Twitter: @florenceq Quinn & Co. represents Rome’s aspect of food and beverage mar- on to its prestigious Michelin star. only three-Michelin starred restau- keting and public relations, with Current and recent clients Florence Quinn, President rant, La Pergola, which is located at clients ranging from Dunkin’ include Atkins Nutritionals, the Rome Cavalieri, The Waldorf Donuts to Cargill, from the 100th Baskin-Robbins, Bob Evans, Quinn & Co.’s Food, Wine + Astoria Collection; Ithaa Undersea anniversary of the Fig Newton to Cargill’s Truvia™ natural sweeten- Spirits division wants to be the go- restaurant at Conrad Maldives Wines of Germany. er, Chilean Specialty Foods, The to firm in FWS. All team members Rangali Island, which is the world’s RF|Binder brings market and Culinary Trust, Dr. Praeger’s, think like owners and brand man- first underwater dining venue; C- industry insight, research-based Dunkin’ Donuts, Edible agers to help clients achieve their House at the Affinia Chicago; strategy, and creative programming Schoolyard NYC, The Hershey goals. We drive creative cam- Chelsea Market, NYC, and Celsius to its clients, as well as access to the Company’s Scharffen Berger paigns, A-list media results, digi- at Citi Pond at Bryant Park also in key influencers shaping public Chocolate Maker and Dagoba tal/social media initiatives and NYC. opinion in the food and beverage Organic Chocolate, Kayem Foods, important partnerships. The firm’s culture of teamwork, space. We provide a wide array of The Malaysian Trade Association innovation and accessibility fosters services from consumer promo- (Malaysia Kitchen for the World), View and download profiles of hundreds a highly productive atmosphere tions, influencer and traditional Miller Brewing (Pilsner Urquel), media outreach, leveraging emerg- of PR firms specializing in more than a among the 30+ professionals, from Talenti Gelato e Sorbetto, account staff to partners. The focus ing digital media, issues manage- Wegmans, Vinho Verde, Wines of dozen industry areas at: is on results for FWS, Real Estate ment, trade relations and investor Germany, Wines of Sicily and www.odwyerpr.com and Travel clients. relations. Our staff has extensive YoCrunch.

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PROFILES OF FOOD & BEVERAGE PR FIRMS

has extensive expertise in the food social interactions, community RICHMOND and beverage categories working management and massive con- SCHNEIDER with packaged and bottled goods sumer engagement events. PUBLIC RELATIONS companies, entertainment brands Because each brand is different ASSOCIATES and content, and wine, beer and and there is no one-size-fits-all 1411 Fourth Ave, Suite 610 spirit brands. Our teams provide approach to how to maximize Member of the Worldcom Public Seattle, WA 98101 food and beverage brands publicity impact. 206/682-6979 and marketing campaigns, special Our experience also tells us that Relations Group www.richmondpr.com event support, sponsorship activa- true connections in the food and 2 Oliver Street, Ste. 901 Boston, MA 02109 Lorne S. Richmond, President tion, celebrity/influential seeding, beverage space are made by high- promotional tie-ins, product place- lighting both product attributes and 617/536-3300 Fax: 617/536-3180 Richmond Public Relations, a ment/integration and social media the visceral consumer reaction to a strategies audits, campaign design, brand’s image. We will craft a [email protected] WorldCom Public Relations Group www.schneiderpr.com Partner and an award-winning food execution and measurement for our story that talks about taste and and travel public relations firm, has clients. calorie count in partnership with a We work with clients to launch brand’s entertainment partnerships Joan Schneider, President & coordinated numerous restaurant Creative Director openings, developed corporate new products, build awareness for and philanthropic efforts. In short, national and international advertis- we hold ourselves accountable to Phil Pennellatore, Chief Operating strategies and branding campaigns, Officer/Partner ing campaigns, promote charitable bringing a creative edge to the handled crisis management, and , Executive Vice initiatives, drive viewership for strategy and tactics we recommend Julie Hall food-related launches for compa- President/Partner nies including: Nabisco, their television and digital content, while ensuring we stay true to each leverage celebrity spokespeople for brand’s identity. Snackwell’s, Odwalla Juice Co., How do you market golf clubs in media opportunities, place products Past and current clients include Noah’s Bagels, Jamba Juice, fall or make ice cream newsworthy in film and television program- Mountain Dew, Caribou Coffee, Lettuce Entertain You Enterprises, in winter? Ask the food and retail ming, build and manage online Quaker Oats, Propel, ICON Restaurants, Da Vinci team at Schneider Associates. We communities, execute social media Weightwatchers, Chateau Gourmet, Woodinville Wine keep clients in the news year round, strategies and maximize awareness Margaux, Moet Hennessy Diageo, Country, Tully’s Coffee, and tapping into trends, leveraging of sports and entertainment spon- Kellogg’s, and Gerber. Krispy Kreme Doughnuts. social media, creating exciting sorships and alliances, among oth- In addition, RPR has coordinat- events and packaging company ers. ed numerous nationwide food SAHLMAN milestones to make them newswor- Recent clients/projects have events such as the Hawaii “Chefs thy. From launching new products included Coca-Cola Company, WILLIAMS of Aloha Tour,” Sheraton’s World to reinvigorating icon products, we Sprite Step Off, Fanta Search for Wide Global Food Summit in New are rock stars at creating news that the 4th Fantana, Dasani Plant York and the “Dinner of the leads to awareness, accelerates Bottle Launch, Coke Zero promo- 2906 W. Bay to Bay Blvd., Suite 100 Decade” featuring celebrity chefs growth and positions your business tion tied to Mission Impossible IV, Tampa, FL 33629 Wolfgang Puck, Jean Louis for success. Wines that Rock, Sobieski Vodka, 813/251-4242 Palladin and Michel Richard, and We know how to craft communi- Betty Crocker, Wheaties Fuel www.sahlmanwilliams.com more than 20 James Beard House cations and social marketing pro- Launch, Wheaties Olympic Boxes, Dinners in New York City. grams that solve business chal- General Mills, Food Network, The Cheryl A. Miller, CEO Food and beverage clients lenges for brands. Multi-unit mar- Cooking Channel, Dylan’s Candy Lynn Kilroy, Vice President include: Canlis Restaurant, keting is also a specialty —whether Bar, and McDonald’s. Cedarbrook Lodge, Fortun Foods, Sahlman Williams, established it’s creating grand opening events Panera Bread, Skamania Lodge, in 1983, is in the business of rela- or launching new products or pro- Suncadia Resort, Tom Douglas RUDER FINN, INC. tionships. We are a food and bever- grams, we make the cash register Restaurants, Taco Time NW, Tap age focused firm in retail, foodser- ring for franchisees. Services House Grill, The Rock Wood Fired Global Headquarters vice, commodity and branded food include messaging, media rela- Pizza & Spirits, Sheraton Seattle 301 East 57th Street categories. We counsel clients on tions, social marketing, special Hotel and Towers, Zeeks Pizza, New York, NY 10022 effective ways to create, nurture events, spokesperson training, Tulalip Resort Casino, and more. 212/593-6400 and sustain their relationships with influencer outreach and crisis com- Direct: 212/715-1607 [email protected] key constituencies. munications, among others. Learn ROGERS & www.ruderfinn.com We are results-oriented and pro- more at www.schneiderpr.com COWAN vide strength in strategic planning, We’re always launching new John McInerney, SVP, Brand news media, media relations, coop- ideas. Let’s launch yours. Marketing Communications erative partnerships, community PACIFIC DESIGN CENTER relations, special events and cri- TAYLOR 8687 Melrose Ave., 7th Floor In today’s Food and Beverage sis/issues management. Los Angeles, CA 90069 industry, media is just one touch- Our people are the core of 310/854-8117 point for consumers. More and Sahlman Williams; they are unique, The Empire State Building Fax: 310/854-8106 more, brands have fans that serve dedicated individuals with a depth 350 Fifth Avenue, Suite 3800 www.rogersandcowan.com as powerful ambassadors. And to of professional experience in near- New York, NY 10118 truly engage with fans, brands need ly every facet of communications. 212/714-1280 Tom Tardio, CEO www.taylorpr.com Heather Krug, EVP an innovative and authentic com- We produce fresh ideas and create munications strategy that encour- long-term relationships. We offer Rogers & Cowan is a full-serv- ages brand-to-fan connections. each client the personal involve- Tony Signore, CEO & Managing ice entertainment marketing and With this in mind, our strategic ment of a customized team of Partner PR agency offering consumer approach for reaching consumers skilled, passionate professionals. Taylor partners exclusively with brands access and alliances with is more focused on marketing Whether your objectives are to category leading consumer brands the powerful influences of the communications than press releas- increase sales, strengthen consumer that utilize lifestyle, sports, and entertainment industry as well as an es and media alerts. Our plans are loyalty, build your brand or insider’s point of view on lifestyle a mixed bag that can include media entertainment platforms to engage improve public image, we produce Continued on page 32 and consumer trends. The agency outreach, digital experiences, results. We are accountable. 

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“O’Dwyer’s Directory of PR “Up-to-date, indispensable Leaders ranked in 12 specialized categories:  agriculture, beauty & fashion, entertainment, firms is the finest source of resource. Saves time and money. environmental/PA, financial, food & beverage, information on PR firms.” Every PR pro should have one.” healthcare, home furnishings, professional - Howard Rubenstein, President, - Robert L. Dilenschneider, The svcs., sports/leisure, technology and travel. Rubenstein Assocs. Dilenschneider Group Easy-to-use, PR firms sorted geographically  and by 21 types of PR specialties. Firms listed “The first source we turn to when “A phenominal job-seeking aid.” alphabetically. doing an ad agency search.” - Marie Raperto, The Cantor - Stan Beals, Jones Lundin Beals Concern Articles on how to hire and use a PR firm by  industry experts Jack O’Dwyer and Fraser Seitel. “The O’Dwyer Directory is an “Single most important source excellent tool when searching of information on PR firms.” 7,000+ clients are cross-indexed. O’Dwyer’s for outside PR counsel.” - Thomas L. Harris, Author,  Directory of PR firms is the only place you - Art Stevens, Managing Partner, Choosing and Working can look up a company and determine its StevensGouldPincus LLC with your PR firm outside counsel. Marchmagazine:Layout 1 3/1/12 12:39 PM Page 32

PROFILES OF FOOD & BEVERAGE PR FIRMS

aged multi-unit concepts. nalists and trained chefs. These Specializing in public relations, imbedded experts have extensive social media and marketing, the experience in public-private part- firm works closely with its clients nerships, alliance building, food on brand positioning, industry rela- and agriculture policy, food regula- tions, national and local media rela- tions, sustainability and food safety. tions, market entry, executive visi- We have strong relationships bility, social media and crisis com- with the growing number of nutri- munications, in support of business tion bloggers, who are increasingly and consumer sales. In 2012, it’s influencing the media landscape. rolling out its SocialLSM product, To help cut through the clutter of a subscription-based solution nutrition information online and designed to manage Facebook, elevate the voice of registered dieti- Twitter and other social properties tians, Weber Shandwick supported at the store level. the creation of the Nutrition Blog Experienced in fine dining, casu- Network — an aggregator of more al, fast casual and quick service, the than 150 blogs (and counting) writ- firm also works directly with food ten by registered dietitians. and beverage packaged goods and Huffington Post Health listed the retailers. With a changing market- Nutrition Blog Network Twitter place, the firm’s ambition is to get feed (@NutritionBlogs) as one of out in front of the market in relation “Our Picks.” to supporting a more responsible Clients include many of the food society, promoting companies world’s leading food companies, with healthy nutritional strategies, and Weber Shandwick also has organics, sustainability and farm to deep expertise in turning commodi- table. In 2011, the firm concepted ties into brands with award-win- and launched on behalf of TCBY, ning campaigns. Taylor develops strategic marketing communications programs for cat- “Super Fro-Yo,” a super nutritional egory leading food and beverage brands, including Diageo’s Sterling classification that distinguishes the ZENO GROUP wine. Here, Padma Lakshmi of Bravo TV’s “Top Chef” (right), poses with brand from others in the category. the winner of the Sterling Ultimate Host program, an integrated market- In 2012, the firm is branding a new ing platform created and executed by the award winning agency. rating system for restaurants on A Daniel J. Edelman Company behalf of the National Foundation 200 Park Avenue South for Celiac Awareness. New York, NY 10003 wines, among others. In addition to 212/299-8888 TAYLOR program development and brand Fax: 212/462-1026 building for Diageo, the agency is WEBER www.zenogroup.com Continued from page 30  charged with integrating a social SHANDWICK responsibility message throughout Barby K. Siegel, CEO all activities, highlighting the consumers and drive business importance of making responsible 875 N. Michigan Ave. Suite 2400 Zeno Group is the marketing growth. decisions when drinking. Many of Chicago, IL 60611 communications agency commit- The Holmes Report’s 312/988-2400 ted to developing recipes for suc- Taylor’s social responsibility pro- www.webershandwick.com “Consumer Agency of the grams executed on behalf of cess for clients at breakfast, lunch, Decade,” Taylor has more than 90 dinner and anytime in between. Diageo in the U.S. have been Gail Heimann, Vice Chair employees with headquarters in implemented around the world. Cathy Calhoun, President, North Our teams have vast experience in New York and offices in Los Taylor’s portfolio of client part- America delivering holistic media relations Angeles, Chicago, Charlotte and ners includes Capital One, Nestle, Janet Helm, MS, RD, Chief Food and digital engagement campaigns London. The agency provides a full MasterCard, Diageo, P&G, & Nutrition Strategist, N. America that truly move the needle. We’ve array of services including: brand Gillette, Allstate, Novartis, Coca- sat down at the table with some of planning; digital strategy; con- Cola, and Taco Bell. Weber Shandwick has built one the world’s leading food, beverage, sumer insights; strategic media of the largest food and nutrition and nutrition brands infusing them relations; measurement and evalua- TREVELINO/ practices in North America. Our into the worlds of health, wellness tion; event production, Hispanic / work focuses on some of the most and pop culture. Each of our multicultural; and spokesperson KELLER iconic brand campaigns and most client’s menus is grounded in procurement and training. recognized category marketing research from our proprietary plan- Taylor develops strategic mar- programs in the country. We have ning process. King Plow Arts Center keting communications programs extensive experiences in all aspects Our senior leaders don’t just 949 W. Marietta St., Suite X-106 for category leading food and bev- of food and nutrition communica- take care of the check; they’re right Atlanta, GA 30318 erage brands, designed specifically tions, with proven expertise in there in the kitchen with the rest of 404/214-0722 to engage their target consumer and brand building, consumer educa- the team, stirring and tasting along Fax: 404/214-0729 create business impact. Partnering tion campaigns, opinion leader out- the way. The Real Moms of Zeno, [email protected] with Diageo — the world’s leading reach, alliance building, scientific 100+ moms throughout the US, www.trevelinokeller.com premium drinks business — the communications, issues manage- give us insights from their families, www.wheelhousetk.com agency has successfully launched ment and crisis counseling. too. Recently, at Zeno Group, new products, reinvigorated iconic The Food and Nutrition practice we’ve done five-star work with brands and sustained momentum in Trevelino/Keller is one of the is staffed by some of the industry’s clients including Pizza Hut, the marketplace for adult beverage most sought after food and bever- most strategic senior counselors Seattle’s Best Coffee, Bacardi favorites such as Crown Royal, age agencies in the country for and content experts — including Rums, Nature’s Path, Gatorade, Jose Cuervo, Guinness, Captain emerging and established corpo- registered dietitians, PhD nutrition Lipton, Four Seasons hotels and Morgan, Smirnoff and Sterling rate-owned and franchisor-man- scientists, former and current jour- resort, and Nuts.co. 

32 MARCH 2012 WWW.ODWYERPR.COM  ADVERTISING SECTION Marchmagazine:Layout 1 3/1/12 12:39 PM Page 33

O’DWYER’S RANKINGS OF FOOD & BEVERAGE PR FIRMS $71,581,749 500,000 1. Edelman New York 33. Beckerman Hackensack, NJ 8,520,278 498,000 2. Hunter PR New York 34.VPE PR S. Pasadena, CA 7,938,000 388,906 3. APCO Worldwide Wash., D.C. 35.Watershed Comms. Portland, OR 5,856,000 360,000 4. MWW Group E. Ruthersford 36.Catalyst PR New York 5,647,086 350,000 5. FoodMinds Oakbrook Terrace 37. BizCom Assocs. Addison, TX 5,361,015 343,921 6. Taylor New York 38. Public Comms. Chicago 4,300,000 320,473 7. RF | Binder Partners New York 39. Peppercom New York 4,200,000 310,000 8. CRT/tanaka Richmond, VA 40. Kaplow New York 3,990,000 289,782 9. Regan Comms. Group Boston 41 Levick Strategic Comms. Wash., D.C. 3,626,000 275,000 10. Coyne PR Parsippany, NJ 42. Trevelino/Keller Comms. Atlanta 3,600,000 253,000 11.. 5W PR New York 43. IW Group W. Hollywood, CA 3,500,000 228,782 12. Ruder Finn New York 44. Morgan & Myer Waukesha, WI 3,245,928 218,921 13. Zeno Group New York 45. Seigenthaler PR Nashville 1,863,484 187,338 14. RL PR & Marketing Los Angeles 46. Maccabee Group Minneapolis 1,819,726 172,699 15. Linhart PR Denver 47. Richmond PR Seattle 1,804,775 170,566 16. French | West | Vaughan Raleigh 48. Red Sky Public Relations Boise 1,746,000 168,000 17. O’Malley Hansen Comms. Chicago 49. Gibraltar Assocs. Wash., D.C. 1,582,832 161,230 18. Dye, Van Mol & Lawrence Nashville 50. Zeppos & Assocs. Milwaukee 1,299,994 147,467 19. Lane Public Relations Portland, OR 51. Quinn & Co. New York 1,211,266 145,285 20. Jackson Spalding Atlanta 52. Luckie Strategic PR Birmingham, AL 950,360 140,468 21. Qorvis Comms. Wash., D.C. 53. Rasky Baerlein Boston 893,000 108,925 22. Allison & Partners San Francisco 54. Rosica Strategic PR Parsippany, NJ 891,166 100,932 23. Kohnstamm Comms. St. Paul, MN 55. The Kotchen Group Hartford, CT 831,338 100,000 24. zcomm Bethesda, MD 56. Gregory FCA Ardmore, PA 699,658 100,000 25. Lee & Assocs. Los Angeles 56. TransMedia Group Boca Raton 601,600 96,044 26. Lambert, Edwards&Assocs. Grand Rapids 57. Powell Group Dallas 573,650 82,500 27. Schneider Assocs. Boston 58. Landis Comms. San Francisco 550,000 54,711 28. Black Twig Comms. St. Louis 59. Katcher, Vaughn&Bailey Nashville 536,800 49,950 29. Pierson Grant PR Ft. Lauderdale 60. Boardroom Comms. Plantation, FL 529,243 48,473 30. Padilla Speer Beardsley Minneapolis 61. rbb Public Relations Miami 522,594 45,773 31. Rogers Group Los Angeles 62. McNeely Pigott & Fox Nashville 520,000 34,988 32. DuDell & Assocs. Oakland, CA 63. MDi media group Mobile, AL 500,000 22,895 33. M/C/C Dallas 64. Standing Partnership St. Louis

© Copyright 2011 The J.R. O'Dwyer Co. Marchmagazine:Layout 1 3/1/12 12:39 PM Page 34

OPINION Professional Development

these conservatives, Romney has con- Saving private Romney torted himself and his positions to a By Fraser Seitel point where he doesn’t even know perceived to be in the “middle” as where he stands. President. So nominating one of these Clearly because of the cockamamie three stooges is a death wish for process, Romney needs to kowtow to he question most asked by our Republicans. conservatives to win the nomination. countrymen today — second only 3. Therefore, the only viable But if he hopes to have a chance in the Tto, “Who’s more obnoxious: Bill Republican candidate — for better or general election, he’s got to stop saying Maher or Stephen A. worse — is Mitt Romney. anything the electorate in question Smith?” — is, “Do So how then can Romney, who has wants to hear. For instance, he should ... the Republicans fallen hard from grace despite spending Drop gay marriage have any chance at millions, possibly beat an incumbent As Gov. Christie will find out next all of beating with an improving economy on his election when New Jersey voters over- President Obama?” side? whelmingly support gay marriage, most The short answer I’d suggest adopting the following PR people who aren’t gay could care less. is, “Yes but ...” platform and sticking to it. Again, most voters are independent. With the stock Get back to business And most independents have concluded market flirting Romney’s greatest strength is what he Fraser P. Seitel has that if gay people believe so strongly in been a communications again with 13,000, has inexplicably tried to downplay ever embracing a waning institution like consultant, author and the unemployment since Gingrich’s kamikaze attack in marriage so that children might have a teacher for 30 years. He rate descending South Carolina. Romney is an experi- loving family and a better chance — is the author of the toward eight per- enced businessman. He has managed Prentice-Hall text, The more power to ’em. Practice of Public cent and the people. He has hired people. He has The point is for Romney to get suck- Relations. Republican candi- built businesses. And he has prospered. ered by his opponents into seizing mar- dates continuing to All things that America desperately ginally-relevant social issues like this eviscerate one another — the odds today needs and that Barack Obama hasn’t one (at least to everybody but gay peo- point to a clear Obama reelection in done. ple and the media), just reveals how far November. Since Gingrich’s self-serving attack afield his campaign his drifted. But things can change, particularly in on private equity and Wall Street and Selectively attack the incumbent a nation populated by meager memories financiers, Romney has shied away Likewise, Romney should resist join- and limited attention spans. So from emphasizing this dominant part of ing the parade of those attacking Obama Republicans shouldn’t give up the ship his background. Big mistake. for “doing everything wrong.” The fact — at least, not yet. The U.S. economy — despite the ris- is the President did the right thing in But if Republicans expect to have any ing market and declining unemploy- saving the banks and bailing out the chance in November, as Obama builds ment — is sputtering. Millions of peo- auto industry. And it makes little sense momentum and a huge war chest, they ple of all ages are out-of-work. America for a businessman like Romney to nit- better get a grip on reality PDQ. And needs somebody with the experience pick these proper Presidential decisions. that “reality” includes the following and knowledge and capacity to get the Obama’s healthcare law, on the other incontrovertible facts about the party’s commercial economy reignited and put hand, is a disaster. So is the President’s eventual nominee: people back to work. The President has 1. There is no way on God’s brownish flopped in trying. Romney — at least on wrongheaded, embarrassingly-political earth that a “white knight,” not now in paper and by experience — might be decision to stop the Keystone Pipeline. the race, will ride to the Republicans’ able to succeed. And Obama’s entrenched belief in gov- rescue. Neither Mitch Daniels, Chris And that must be the basis of his run ernment over private sector solutions is Christie nor Jeb Bush are going to for the Presidency inarguable. mobilize, organize and finance a viable Don’t be all things to all people These are the vulnerable areas that campaign in time to beat the Obama The Republican primary process, Romney should attack, rather than wast- machine. despite the continuing support of Sarah ing his time and political capital in par- 2. No matter who wins the Republican Palin, Rush Limbaugh and conserva- roting his opponents’ ipso facto hostili- Primary sweepstakes — where tives in all the states that are left to be ty to all things Obama. Democrats will jump party lines and heard, has been an unmitigated disaster The fact is that Mitt Romney is still stuff ballot boxes for Rick Santorum — for the party. the Republicans’ best and only chance neither Santorum, Newt Gingrich nor First, it’s provided a treasure trove of to unseat President Obama. Following Ron Paul has a prayer of ever being opposition research and ammunition for this kind of public relations mantra — elected by a majority of Americans. Obama’s fall campaign. Second, its that draws a clear line between what he Santorum is a zealot, Gingrich is a awarded disproportional clout to a and Obama stand for — will help get phony, and Paul is, well, who knows handful of vocal right wingers in mar- Romney back on course. And the soon- what he is. The point is that despite the ginal venues like Iowa and New er he straightens himself out, the better. Republican primaries, Americans are Hampshire and South Carolina, who get Despite the fact there are 11 long more independent/moderate/neutral one moment in the sun every four years months to go before the presidential than ever. They disdain hard left and to disrupt the party’s apple cart. Third, election, for Mitt Romney time is run- hard right and will only elect someone as a consequence of trying to appease ning out. 

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Financial Management

Managing for prosperity in `12 industry, the following should be consid- By Richard Goldstein ered: in healthcare public relations. • Have fiscal reporting and tracking in In a nutshell, strategic thinking says that place to give management the information a business/agency must first analyze itself, necessary to assess and modify perform- o be successful in business, a PR its industry, and the competitive situations. ance for increased results. agency must have a clear set of Then it must construct an approach to • Properly mark-up rebillables to create a Tobjectives (a game plan, if you doing business that takes advantage of its built-in-cost recovery center. will). Some would call this a “strategic strengths and minimizes the vulnerabili- • Have an effective time and billing sys- plan.” A strategic ties by its weaknesses. tem. (This is an accounting tool, not neces- plan is a long-term Taking the first step sarily the best way to bill a client.) business plan In reviewing the O’Dwyer’s Ranking of • Monitor accounts receivable. addressing broad Independent PR firms (published in the • Budget regularly and effectively. This issues of what a 2011 Directory), agencies have experi- means weekly, monthly and annually. company’s manage- enced growth in revenue during 2010. For Have budgets for income, payroll and ment wants it to the most part, this revenue growth is in the overhead. become and how it double digits. The rankings do not indicate • Create regular reports. These should is to do business. whether the growth resulted from organic include: weekly cash position — a barom- Richard Goldstein There are as many growth or merger. My guess is that larger eter of liquidity; weekly billing reports; is a partner at as four variations on firm growth was a combination of organic weekly accounts receivable; monthly work Buchbinder Tunick & the basic idea of and merger, smaller firms organic. in process reports — earned but not billed; Company LLP, New business planning. However, how much of this double digit weekly accounts payable; monthly finan- York, Certified Public Each serves a differ- growth dropped to the bottom line — oper- cial statements; and, monthly profitability Accountants. ent purpose and ating profit? Has there been an equivalent analysis — the cornerstone of success. results in a separate growth in operating profit to go along with • Bill regularly. document. Large, sophisticated companies increased revenue? Unfortunately, the Management Strategies (published by Al tend to all of these different kinds of plan- rankings do not tell us this. The best infor- Croft) offered its own advice to increase ning. Small agencies usually do one plan mation available is revenue per employee. cash flow and profitability. The sugges- that combines features of the four varia- In 2010 for example, Edelman, the number tions are in no particular order of priority: tions. one ranked agency had revenue (defined as • Send bills out in a timely fashion — no The four kinds of planning are (1) strate- net fees) per employee of approximately later than the 15th and ideally by the 10th. gic planning, (2) operational planning, (3) $144,000. No change from 2006. The Make sure bills for large out-of-pocket budgeting, and forecasting. They differ number two agency, APCO had approxi- costs are sent to the client when incurred. according to three attributes: the length of mately $200,000, and the 35th ranked Some clients have a policy of holding bills the planning period, the kinds of issues agency, Sparkpr, had revenue per employ- for 45-60 days. (Your engagement letter addressed and the level of financial detail ee of approximately $285,844, by far better should cover when bills are expected to be projected. than most in their fee range. You can draw paid.) Make sure you or your accounts The strategic plan your own conclusion. receivable person has a contact with the Strategic planning involves broad, con- Regardless, revenue per employee is not client’s accounts payable person and ceptual thinking, about the nature of a a great indicator of agency performance knows who to call if a check is late. business, who it serves, and what it does. according to Al Croft, management con- • Mark up rebillables. You could be los- It’s generally a long-term exercise in sultant to the public relations industry. ing 5-10% of your potential income by not which managers try to predict in rough According to Croft, income generated per doing this. Consider a mark up of 10-20%. terms what the business will do and professional is more meaningful. • Watch staff productivity. Low produc- become over a period of several years. A According to the PR Agency Industry 2011 tivity can translate into higher than neces- five year horizon is common, but three Best Practices Report published by sary staff salaries and impact your cash years may be better for smaller agencies. StevensGouldPincus, revenue per profes- flow and bottom line. Monitor income gen- In fact, for some agencies, a plan for the sional is approximately $206,000 for 2011. erated per professional as discussed above. remainder of 2012 through 2013 may be Agency profitability, operating profit Try to schedule the number of people you more realistic. ranged from 13.1% to 16.5%. Regardless, have on board or need to hire based on Strategic planning begins by questioning it has always been my view that the bench- your total projected annual income and the the agency’s very existence. Why is the mark for the industry should be, at a mini- average income you expect per profession- firm doing what it does? Would it be bet- mum, 25% profitability. Croft’s view is al. ter off doing something else? What cus- that this is too high and may not be attain- • Prepare an annual budget. The two tomer/client need does it serve? How? able. If you consider staff turnover and pro- largest costs for your agency are rent and What opportunities are present in the mar- curement, he just may be correct. I am hop- salaries. Try and keep salaries at 50% of ketplace? What are the threats to achieving ing this column provides the tools to reach revenue and rent at 7-12%. its plan? the 25% goal. • Know your overhead percentage as a Strategic planning deals with concepts Reaching the 25% goal percentage of direct labor costs. Overhead and ideas expressed with words rather What does it take, at a minimum, to reach should be in the 80-100% range. (You may than numbers. The numbers used tend to the 25% or higher goal? According to Rick want to calculate this as a percentage of be simple and approximate. For example, Gould, Managing Partner of revenue instead.) an agency might set a goal to be the num- StevensGouldPincus, merger and manage- • Prepare and analyze your financial ber one or two rated independent agency ment consultants to the communications statements monthly. 

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Guest Column The future of PR: hold the Bernays By John Doyle — the man who would be crowned “the “public relations,” were amazingly father of public relations” — rhetori- effective because “the United States he Public Relations Society of cally asked in his essay “Propaganda,” has become a America’s “international effort to “If we understand the mechanism and small room in Tmodernize the definition of pub- motives of the group mind, is it not which a single lic relations” is a wildly entertaining possible to control and regiment the whisper is mag- failure. They’d have more luck trying masses according to our will without nified thou- to modernize the definition of the cath- their knowing about it?” sands of times.” ode-ray-tube TV. And he wasn’t just supposin’. But the Until a decade Bernays — who was related to Internet razed ago, the old vacu- Sigmund Freud by both his mother that small room um-tube TVs (Freud’s sister) and father (whose sister a few years were in every married Freud) — knew a few things back and mil- home in America. about crowd psychology and other psy- lions of online And the PR choanalytic approaches to public rela- communities industry’s influ- tions, which he described as “the engi- have popped up Edward Bernays ence flickered out neering of consent.” in its place. of every one of He was also keenly aware that the And the people them. But both John Doyle is the burgeoning mass media infrastructure in those communities aren’t buying any Founding Partner of have surrendered of 20th century America — “this web of the linear monologues spouted by Doyle McDonald in their pole posi- of communications” he presciently corporations, media conglomerates, Washington, DC. tions to techno- called it — was ideal for the “manipu- and industry “experts.” They are put- Follow him on Twitter logical innova- lation of the organized habits and opin- ting their faith in their friends and in @FlackOps. tions that have lit- ions of the masses.” This was critical, their communities, with astounding erally changed he wrote, because “those who manipu- results. Just ask Netflix. And Verizon. the way we communicate. late this unseen mechanism of society And Target. And the next corporation The cause of PR’s death spiral — and constitute an invisible government that bows to genuine public rage. the path to its survival — can be found which is the true ruling power of our Social media has brought us full cir- in its creation, nearly 100 years ago. country.” cle to what Bernays once described as Back in the 1920s, Edward Bernays PR has been operating in this vein “an earlier age … [where] a leader was fairly consistently ever since. Need usually known to his followers person- PR Service Briefs proof? Here is Bernays’ definition of ally [and] communication was accom- APCO PICKS STRAWBERRY public relations, circa early 1900s: plished principally by personal “Public relations is the management announcement to an audience.” FROG function that tabulates public attitudes, Nothing could be better for the PR APCO Worldwide has acquired a majority stake defines the policies, procedures, and industry, if only we were bold enough in New York-based ad agency Strawberry Frog, a interests of an organization followed by to collectively embrace this DNA-alter- consumer shop which works for clients like Procter executing a program of action to earn ing adjustment. Rather than “engineer & Gamble, Heineken, Liberty Mutual and Jim public understanding and acceptance.” consent,” we must now earn trust. Beam. Twelve-year-old Strawberry Frog has outposts in Here is one of PRSA’s three “final- Orchestrated endorsements must now Amsterdam, Mumbai and São Paulo and revenue in ists” in their definition campaign, circa yield to honest, creative stories that res- the $10 million-a-year range handling traditional 2012: onate within the communities that our advertising, digital, mobile, social media and con- “Public relations is the management clients need to connect with. A nod tent, among its services. Terms of the APCO deal function of researching, engaging, from the editorial board of the New were not revealed. York Times APCO CEO Margery Kraus said the ad agency’s communicating, and collaborating with will always be a nice hit. focus on “movements” aligns well with her firm’s stakeholders in an ethical manner to But today, the real measure of achieve- approach to stakeholder engagement when “per- build mutually beneficial relationships ment is the degree to which our clients’ suasion today requires finding points of shared inter- and achieve results.” stories get retold and forwarded to est and then launching campaigns that connect Like father, like son. friends. emotionally.” SF co-founder Scott Goodson said the agency PRSA’s ambitious “modernization” Nick Naylor, the tobacco-flack pro- has ambition to be “more active on the global campaign was preordained to fail when tagonist in “Thank You for Smoking,” stage” and has been approached by several suit- they chose to redefine 20th century PR said, “Michael Jordan plays ball. ors, but he noted APCO, which operates in 32 glob- instead of conceptualizing our indus- Charles Manson kills people. I talk.” al markets, has an “independent spirit and global try’s potentially amazing future now The ability to talk — to enlighten peo- pedigree” that fits. APCO said SF will maintain its own culture, that technology has so profoundly ple through thoughts, words, and deeds brand, creative independent and management. Co- altered the way we humans communi- — is a gift that few possess. That’s founder Karin Drakenberg and chief creative offi- cate. where we come in. The opportunity to cer Kevin McKeon round out SF management. America’s mass media infrastructure help our clients enlighten people APCO posted 2011 revenue of $120 million, was critical to Bernays’ success in through thoughts, words and deeds is making it the second largest independent firm in the O’Dwyer rankings. developing “technique[s] for the mass good PR. distribution of ideas.” These tech- And it is an honorable — and impor- niques, which he collectively dubbed tant — profession. 

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Guest Column America’s policy nightmares, tomorrow’s reality By Wes Pedersen unstable hands. ing violations of human rights is at Iran’s eagerness to kill large numbers direct odds with public diplomacy. s a kid, I had nightmares. The of innocents, even to start a new war, is China is no pussycat. It is playing us bogeyman was going to get me. testimony to our need to consider a first from every angle. It scares me. And AMy older sister made sure I got strike to defang this increasingly dan- that’s from someone who conceived the message. gerous Middle East renegade nation. and edited the book on China, “The These days I am having what can best North Korea. With a not long out of China Model,” long ago. be described as anytime frightmares. puberty heir to Dear Leader status now Cyberwar. Some day we’re going to Many are moti- strutting to the beat of a stern military wake up and find our companies and vated by the certain hierarchy, North Korea is trouble wait- our federal offices, our hospitals, our knowledge that the ing to happen. schools, invaded and looted by hackers bogeyman will be The young Dear Leader, Kim Il Eun, based overseas and linked to anti- a sneaky, conniv- is hailed by North Korea’s propaganda American governments. ing politician who, machine as a military expert, having Top government officials, from with his evil col- directed tests of missiles capable of President Obama on, say this is the leagues, is going to packing atomic weaponry. threat that concerns them most of all. do me in tomorrow. If he is eager to prove his mettle, Ordinary citizens, businesses and the Wes Pedersen is a Often by simply sending a nuclear-laden missile across media are not taking it seriously. retired Foreign Service not doing anything, the Pacific to the U.S. would do it. The Tell your members of Congress and Officer and principal at as in Congress. Wes Pedersen Comms. world would then have the war it has your media contacts they need to really and Public Relations, In these scenar- been expecting for decades. focus on this threat.  Washington, D.C. ios, the knight rid- The budget. We are not going to ing to my rescue is tame this monster with mortal cuts to rarely the President federal and state programs that make News Briefs of the United States of America. He is life survivable for most Americans. YAHOO WARNS OF too busy trying to catch up with his Obama’s $3.8T spending plan, and any Cabinet on all the things he has meant plan conceived by the GOP, is unsus- ‘DISRUPTIVE’ PROXY FIGHT to do over the past three years. tainable in an election year, and the Yahoo! said it’s disappointed that investor Other frightmares are born of head- president has indicated as much by Third Point LLC and its chief Dan Loeb have “cho- lines of disasters and pending disasters approving a delay in debt reduction. sen a potentially disruptive path” by launching a here and abroad. At some point, and it cannot be far proxy fight for the troubled online media giant. The proxy contest comes “just as the company So here I am, brooding over questions away, the debt ceiling will have to be is moving forward under new leadership to that sometimes just scare the hell out of abolished. We must eventually do the aggressively increase the value of Yahoo! for the me when I think I know, or have found, unthinkable to prevent the nation from benefit of all its shareholders,” according to its the answer. sinking into oblivion. press statement. China. Third Point, which owns 5.6% of Yahoo!, nom- Questions like: China’s next president, Xi inated a dissident slate of directors for election at Iran. Should we not stop pushing Jinping, who conducted a charm offen- its next annual meeting. Israel to bomb Iran’s nuclear weapons sive of the U.S., wants to promote pub- It includes Loeb, founder of the $8.7 billion pri- plant and do the job ourselves? lic diplomacy like never before. He vate equity fund; Jeff Zucker, former CEO of We are in Iran’s sights now. Iranian came as a guest invited by President NBCUniversal; Harry Wilson, CEO of corporate turnaround advisor MAEVA Group and a member leaders of varied ilk have all but prom- Obama via Joe Biden. of the president’s automotive task force that ised our annihilation once the plant is He’s pushing economic ties with the restructured General Motors, and Michael Wolfe, opened. Anyone who thinks it is backing of U.S. Chamber President ex-president of MTV Networks and former head Israel’s fight should understand that we Tom Donohue, who wants China to of the media and entertainment groups at man- agement consultants Booz Allen Hamilton and are Iran’s principal target. invest more in America. McKinsey & Co. Iran has threatened a U.S. aircraft car- We are already China’s greatest In its Feb. 14 Securities and Exchange filing, rier in the Strait of Hormuz. It has debtor, and Chinese investors are buy- Loeb said Yahoo!’s two new directors, Maynard threatened to cut off oil supplies to ing up Midwestern farmland with what Webb and Fred Amoroso, were “hand-picked countries supporting sanctions against must be great glee. choices of the current board” and do “nothing to allay investor fears that Yahoo is poised to repeat it for its insistence on pursuing a dead- China is backing its version of public errors of the past.” ly atomic policy. diplomacy with boasts of military Third Point rapped press reports that Yahoo!’s It has taken its dispute with Israel to power enhanced on every front. Its “current strategic direction is to emphasis the New Delhi, Tbilisi and Bangkok via policies remain dictated at the core by technology aspects” of its business at the expense of advertising and media. terrorist bombings aimed at Israeli Mao’s conviction that all “political Its nominees will provide the “fresh perspec- diplomats. power comes out of the barrel of a tive and necessary experience to overhaul the It has indicated a willingness to target gun.” It is waging a quiet, but vicious, company’s challenged organizational and operat- a variety of installations in the U.S. via cyber war against us, targeting U.S. ing structure,” according to the federal filing. car bombs and the like while it waits to federal, military and corporate targets. get the most deadly weapon of all in its China’s deplorable record of continu-

MARCH 2012 WWW.ODWYERPR.COM 37 Marchmagazine:Layout 1 3/1/12 12:39 PM Page 38

BOOK REVIEW Was reporter in U.K. challenge was to “stay awake during the In The Trenches: The first reporting jobs of Adams long silent afternoons.” Adventures in were at the Gazette and the Daily A neighbor tipped him off to a post Telegraph in England. From there he with the U.S. Price Journalism and went to editorial posts in Munich and Commission which Bonn working for Radio Free Europe in was battling infla- Public Affairs the 1950’s. After that he went to the tion in the 1970s. U.S. where he became an editor at He became direc- By John Adams Catholic News and later a correspondent tor of the Office of iUniverse, 220 pages with ABC News and CBS News. PA in the Before launching his writing career, Executive Office Adams served a required two years with of President Nixon, ollege communications and PR the British army. He found himself at working on the John Adams majors as well others in PR can the age of 20 in 1951 fighting against Nixon’s controver- Cfind out why so many career the Chinese in the Korean War. He sial price control paths lead to Washington, D.C., these received head and back injuries from an program. That job ended when the days by reading “In the Trenches” by exploding shell in one of the battles and Administration deemed the program a John Adams, who has had a D.C. firm was captured. He and about 20 prison- success since inflation dipped to 3%. Staff had gov., political backgrounds since 1973. ers, only “loosely guarded,” managed to John Adams Associates has been up to escape in the dark by working their way Adams opened his own firm in 1973 its ears in many of the major PR/PA sto- through a minefield that they had laid with people from government and polit- ries involving D.C. in one way or anoth- down only a few days previously. ical jobs. None had ever worked in PR. er for 39 years. From Telegraph to RFE to U.S. Three co-workers from the Price D.C. is where PR, PA action is Adams jumped from the Telegraph to Commission soon joined him. Adams started as a journalist and Radio Free Europe by answering an ad Here’s how Adams views D.C. “It’s a never let his writing skills atrophy. He in a trade paper looking for an editor. place where people come with their combined this talent with knowledge of That led to the job at Catholic News in problems, where they want policies or D.C. to build a firm that has worked for New York because his immediate boss regulations changed. It’s not the excit- American Express, General Electric, at RFE was Bill Fanning who had ing mecca of advertising, PR and mar- DuPont, 3M, Dow, France’s become editor of that paper. Adams had keting of consumer goods that one finds Aerospatiale, Canada’s Bombardier, spent seven years in Germany and felt in New York, Chicago, Los Angeles, Sony, and other clients, and industry that was “enough.” London or Paris…our activities are best groups such as the American Petroleum A key career move by Adams was described as government relations, PA Institute and American Chemistry offering to be a correspondent in Africa or issues management, or simply, con- Council and coalitions after several priests and sulting.” including the Clean Air nuns were killed in the Adams cites the many successful peo- Working Group, Belgian Congo. He ple who had tours at his firm including Environmental Industry became the only reporter intern Debbie DiMaio. She landed a job Council, and Manufacturers there for the Catholic as an associate producer with a morning of Emission Controls. press. His stories drew the show in Baltimore hosted by Oprah His firm became known attention of ABC which Winfrey. Adams says that when DiMaio for its expertise in scientific resulted in a full-time job later got a job at ABC-TV’s Channel 7 issues. Chief scientist John from ABC at twice the in Chicago she convinced the station to Heinze, formerly at the salary when he returned to hire Winfrey for the station’s morning National Institutes of New York. show, “AM Chicago.” In less than a Health, quickly analyzes “I found myself flying year the show went from low-ratings to new studies and determines to the 1964 Republican No. 1. how seriously they should convention in San Adams says media are changing so be taken by clients, legisla- Francisco,” he wrote. “For fast that “no one knows what journalism tors or the press. me, a new era had begun.” will look like in a few years, or even Adams continued to do plenty of writ- However, the ABC job ended abrupt- next year. It may well be all electronic ing including speeches, congressional ly in November of that year once the with no newspapers at all.” testimony, developing background election was over. Adams was quickly But he still urges young people to papers and writing articles and letters to recruited by CBS but that job didn’t last consider journalism as a career because the editor for publications. Evidence of too long, either. Next job was at the the internet “badly needs” those who his skills is that he wrote a speech for Congressional Quarterly which was can “ferret out the truth and make it President Ford on inflation and one for planning a broadcast service. CQ decid- comprehensible to an ever widening President Reagan on the 50th anniver- ed after six months it didn’t want such a audience.” sary of the Battle of Britain. service and Adams took his first PR post Consumers are being overwhelmed Adams was founding chairman of the — with the Investment Company with information and need journalists Worldcom Group of independent agen- Institute. who can serve as “explainers-in-chief,” cies, working closely with New York This did not hold his interest too long he writes.  financial PR counselor Andrew Edson because ICI was dominated by govern- who was honorary secretary. ment lawyers. Adams found his biggest — Jack O’Dwyer

38 MARCH 2012 WWW.ODWYERPR.COM Marchmagazine:Layout 1 3/1/12 12:39 PM Page 39

PEOPLE IN PR

Insider” and “Entertainment Tonight,” as will benefit clients in the world of Edelman names well as TV Guide. “always-on conversation that is unbound Harrington COO Cardoso, who joined Showtime as by channel.”  EVP/Corporate Comms. in September after the exit of Richard Licata after RLM Finsbury eyes PA, att Harrington, a 22-year seven years, has also promoted Kate Edelman veteran, assumes the Meyer to VP, heading strategy for awards gov’t affairs with Eve MCOO post, a new position of the and film festivals. She had been a Senior $614 million independent shop on July 1. Director. Cardoso noted Showtime’s ew York City Deputy Controller The former U.S. chief expands his strong award showing, which included Eric Eve is stepping down to join responsibilities to include Europe/Middle three Golden Globe Awards last month, NRLM Finsbury as a Partner to East/Asia-Pacific, Canada/Latin America, in announcing the promotion.  grow the corporate PR firm’s human resources, legal and IT duties. public affairs and government affairs Harrington reports to Taaffe leads PR for capabilities. Richard Edelman, Eve, who was CEO, who told GroupOn appointed to the O’Dwyer’s that post of Controller Harrington is a aul Taaffe, who stepped down as in January 2012, is “decent and intelli- CEO of Hill+Knowlton Strategies a former client of gent manager who Plast January, has been tapped by the firm, serving as has earned the trust of Groupon as VP of Global Senior VP of the Edelman family.” Communications. Citigroup, where he Harrington Edelman is shift- He takes over for Brad Williams, who headed Global Eve ing China Chief now heads Weber Community rela- Mark Hass, former Shandwick’s North tions. He moved to CEO of Manning, Selvage & Lee, to the American tech oper- the bank from Verizon Communications, U.S. President/CEO post. He joined ation. Williams left where he managed federal legislative Edelman in 2010, after serving at the helm in August after a affairs as VP of Government Relations. of the Publicis unit for five years. Edelman three-month stint. RLM CEO Walter Montgomery said praised Hass’ strong corporate and mark- Groupon raised Eve will help lead growth of the firm’s ing experience. $700 million in practice in government relations and PA “He doubled our China business and is November initial serving as a “significant new resource” uniquely qualified for the U.S. position,” Taaffe public offering, for U.S. and global clients. said Edelman. although the compa- Eve was a Clinton White House The firm recorded $383 million in U.S. ny was criticized at times for its PR in the Advisor and worked for former New revenues during the past year. run-up to the IPO. York State Comptroller Carl McCall.  Tom Mattia, who retired from the Senior Taaffe left H+K after its merger with VP Global PA and Communications post at Public Strategies. He was CEO from Health pro Shubny Coca-Cola in 2009, replaces Hass in China. 2003 to early 2011.  Mattia, who recently stepped down as goes to GH Yale University’s Chief Communications Officer, held top PR posts at Ford, IBM Dixon measures for and EDS. “He’s been our client twice at MSLGROUP ealthcare pro Margaret Shubny Yale and EDS,” noted Edelman. has joined GolinHarris in Chicago Has Executive Director, reporting to During a five-year stint at Hill & Knowlton, Mattia ran its Asia Pacific region anelle Dixon has joined Farah Speer, Chief of the health practice from Hong Kong. He reports to David MSLGroup Americas as Senior at the Interpublic unit.  JVP-Director of Insights Creation Most recently, Shubny was at Burson- Brain, Asia Pacific president/CEO. and Measurement. Marsteller, handling oncology campaigns The Publicis Groupe unit says Dixon and issues management. That included Showtime revamps PR will support its office network with a the launch of Iressa (AstraZeneca and broad array of primary/secondary Teva), a therapy for the treatment of hari Kaufman, Founder of long- research, customized measurement solu- advanced non-small-cell lung cancer, and running boutique entertainment tions and research-driven insights. Dixon National Breast Cancer Awareness SPR shop SKPR, is moving to also will create proprietary products. Month educational effort. Showtime as VP of Talent Relations and She had been North America Media Earlier, Shubny did product and corpo- Special Events under new Insights Manager at consumer giant rate PR work at Baxter Healthcare. Communications Chief Trisha Cardoso. Unilever. Earlier she was Associate In announcing the hire, Patti Temple Kaufman’s post consolidates the CBS- Director of Customer Research and Rocks, Managing Director of owned premium network’s talent rela- Insights at OMD. GH/Chicago, cited Shubny’s “more than tions and special events units. Talent Dixon has counseled clients such as 20 years of experience in health care Relations head Dianne Hatlestadt has General Electric, Bank of America, communications, marketing and strategy left. McDonald’s, Visa and Hilton. development, media and investor Los Angeles-based Kaufman has han- Jim Tsokanos, President of MSLGroup relations, working both in the corporate dled PR for CBS shows like “The Americas, expects Dixon’s experience environment and the agency setting.” 

MARCH 2012 WWW.ODWYERPR.COM 39 Marchmagazine:Layout 1 3/1/12 12:39 PM Page 40

WASHINGTON REPORT Pentagon PA Chief to exit

entagon Public Affairs Chief Doug Wilson plans to retire at the end of March, after two years in the top post and a Plong PA career. Wilson sees it as “time to get off the merry-go-round for a break,” adding he will “recharge and look forward again to serv- ing the country in another way.” Wilson was tapped by Obama and approved by the Senate in late 2009 as Assistant Secretary of Defense for Public Affairs, serving through the end of combat in Iraq, the ongoing war in Afghanistan, and the NATO-led campaign in Libya. He was previously with the Defense Department during the Clinton administration and on the Hill. He started out as a Washington, D.C. Old Post Office Building. Foreign Service Information Officer, including a London posting Trump and Colony won a competition by the U.S. General during the Iran hostage crisis. Services Administration with pitch to include guest rooms, Defense Secretary Leon Panetta praised Wilson as a “trusted suites, eateries, banquet and meeting facilities, library, curated advisor.” A successor has not yet been nominated and requires museum and gardens among the features of the property, to be Senate confirmation. named Trump International Hotel, The Old Post Office. Panetta, on moving the Pentagon last summer, brought his top The ornate Pennsylvania Avenue building was completed in CIA PA aide George Little as a deputy/press secretary under 1899 and renamed after former National Endowment for the Wilson, along with Navy Capt. John Kirby as Deputy/Director of  Arts chair Nancy Hanks in 1983 when she led an effort to avoid Media Operations. its demolition. Congress directed the GSA in 2008 to enter a long-term lease Gephardt fights for greenback for development and restoration of the property. M&G’s Mary Gendron handles PR for Trump Hotel ephardt Group Government Affairs has been hired by Collection, while OBPR VP Jennifer Hurson speaks for Colony  Crane & Co. to fight any Congressional push to end pro- Capital. Gduction of the $1 bill. That Massachusetts-based company has continually supplied Walton takes U.S. Chamber post currency paper to the U.S. Treasury since 1879. The Government Accountability Office has issued five reports over the past 20 ia Walton, Senior VP of Corporate Communications at years that show Uncle Sam could save billions by retiring the dol- Rolls-Royce North America, has moved to the U.S. lar bill. MChamber of Commerce as VP, comms. and strategy. The Congressional watchdog last month found a transition Tita Freeman left the VP slot last April to build a public affairs from paper to coin would save the cash-strapped country $4.4 bil- unit at the National Retail Federation. lion over a 30-year period. Walton exits defense contractor Rolls-Royce after a decade as “With the current budget situation that we’re all aware of, we head of its $7 million marketing and communications unit. She felt Congress needs to be aware of all the viable options for gain- previously held communications and policy posts at General ing financial benefits, and replacing the dollar note with a dollar Motors and the American Automobile Manufacturers coin provides such a benefit over the long term,” Lorelei St. Association. She was also an aide during the first Bush admin- James, GAO’s Director-Physical Infrastructure, said in releasing istration. the latest report, requested by Massachusetts’ Republican Senator At the U.S. Chamber, which marks its 100th anniversary in Scott Brown. 2012, she reports to Senior VP Tom Collamore. Brown preferred to concentrate on the GAO’s upfront transi- Rolls Royce NA has not been reached about a replacement.  tion costs. The GAO found that the U.S. would lose $531 million during the initial ten years because of the higher production cost of coin vs. paper money. PhRMA finds Ogilvy Brown also noted that the government has $1.2 billion in excess $1 coins in its vaults, indicating to him that Americans pre- fer paper money. He also noted that the Bay State would lose hun- he Pharmaceutical Research and Manufacturers of dreds of jobs with the switch to a coin dollar. America has hired Ogilvy Government Relations to guide Tthe trade group’s input into the rule-making process con- Brown’s Democratic counterpart, John Kerry, has introduced legislation to kill the coin dollar. Former Majority Leader and nected with the new healthcare reform law. Democratic Presidential candidate Dick Gephardt leads the effort Key provisions of the Patient Protection and Affordable Care for Crane.  Act are slated to go into effect in 2014. PhRMA also is seeking Ogilvy’s guidance on the Prescription Firms rep D.C. rebuilders Drug User Fee Act reauthorization, healthcare copyright/patient trademark and Medicare/Medicaid. Steve Tilton, who joined Ogilvy from the VP-federal affairs iddleton & Gendron and Owen Blicksilver PR are post at PhRMA, is handling the account. He was PhRMA’s key representing Trump Hotel Collection and Colony Congressional liaison and worked the earlier reauthorization of MCapital, the winning bidders to redevelop the PDUFA. 

40 MARCH 2012 WWW.ODWYERPR.COM Marchmagazine:Layout 1 3/1/12 12:39 PM Page 41

International PR News

South Korea retains Nickles and finance committees.  Group, Finn Partners Podesta defends China solar biz inn Partners has inked a $40,000 monthly contract with South Korea for business grassroots and outreach servic- he White House-connected Podesta Group is defending Fes. The U.S. and South Korea have agreed to a free trade Chinese solar power interests and their effort to fight pact that is expected to bolster the $67 billion in commerce Toff tariffs on their panels that have flooded the U.S. between the countries by at least 25%. Acting on a tariff petition filed in October by the Coalition The pact, however, has met political opposition in Korea for American Solar Manufacturing, the Commerce Dept. ruled and will be a major issue in the Spring election. Jan. 30 that Chinese companies have sent a “massive surge” The Democratic United Party released an open letter to of panels and modules to the U.S. President Obama last month threatening to abolish the deal A decision is due this month on whether Chinese companies unless it is renegotiated. are guilty of “dumping” and subject to tariffs retroactive to Jessica Ross, General Manager of FP’s Washington office, Dec. 3. and Robin Crawford, Senior Partner, lead the account that Podesta represents the Coalition for Affordable Solar runs through the rest of 2012. Finn Partners is part of Ruder Energy, which is bankrolled by China’s Suntech Power Finn Group. Holding, Trina Solar and Yingli Green Energy Holding. South Korea has also retained The Nickles Group for a CASE commissioned a study by The Brattle Group that $200,000, one-year legislative strategy and political outreach claims a 100% tariff would result in the loss of 50,000 contract. American jobs over the next three years. Brattle predicts that TNG is headed by Don Nickles, the former 24-year a 100% levy would result in a loss of up to $2.7 billion to the Republican Senator from Oklahoma. U.S. economy. He works the account with Cindi Tripodi, former VP- The Coalition that filed the petition is led by the U.S. arm of Congressional Affairs at the Motion Picture Assn. of America Germany’s SolarWorld. under Jack Valenti; Doug Bader, Deputy Assistant for CASE president Jigar Shah said a tariff would be devastat- Legislative Affairs in the George W. Bush White House; Jeff ing for American workers. “We cannot allow one company’s Choudhry, ex-Aide to Arizona Rep. Trent Franks, and Hazen anti-China crusade to threaten the U.S. solar industry and tens Marshall, who was top aide for Nickles on the Senate budget of thousands of American jobs,” he said on Jan. 30.  FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

The Nickles Group LLC, Washington, D.C., registered February 15, 2012 for Embassy of the Republic of Korea, regarding legislative strategy and government affairs services.

Command Consulting Group, LLC, Washington, D.C., registered February 17, 2012 for Republic of Panama, to prepare for and coordinate several meetings with Department of Homeland Security officials for the visiting Panamanian delegation as well as offer advice to the Panamanian officials.

DLA Piper US LLP, Washington, D.C., registered January 20, 2012 for Presidential Campaign of Hipolito Mejia, to advise the presidential campaign of Hipolito Mejia with respect to promoting U.S.-Dominican Republic bilateral relations. 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.

Alcalde & Fay, Arlington, VA, registered February 15, 2012 for Port Authority Police Benevolent Association, Inc., Englewood Cliffs, NJ, regarding regarding airport secutiry issues.

Turner, Bachman and Garrett, LLC, Marietta, GA, registered February 22, 2012 for Yahama Motor Corporation, USA, Marine Group, Kennesaw, GA, regarding all provisions relating to national fuel standards; catch limits; the sport fish restoration and boating trust fund and the harbor maintenance trust fund; the business activity tax simplification act; and corporate taxation.

Gustafson Associates, Herndon, VA, registered February 22, 2012 for Center for Health and Gender Equity (CHANGE), Washington, D.C., regarding issues affecting women overseas including reproductive health/family planning, HIV/AIDS, gender based violence, education, training, and local capacity building.

APCO Worldwide Inc., Washington, D.C., registered February 15, 2012 for Society for Worldwide Interbank Financial Telecommunication SCRL, La Hulpe, Belgium, regarding Iran Sanctions, Accountability and Human Rights Act of 2012, H.R. 3880, all provisions relating to bank operations, and utilization of legal entity identifiers for swap data repositories in Dodd-Frank Wall Street Reform and Consumer Protection Act.

MARCH 2012 WWW.ODWYERPR.COM 41 Marchmagazine:Layout 1 3/1/12 12:40 PM Page 42

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