Communications & New Media May 2015 I Vol. 29 No. 5 PR RANKINGS ISSUE FIRMS RANKED BY NET FEES, ANNUAL GROWTH, SPECIALTY & CITY/REGION TECHNOLOGY & HIGH-TECH PR FIRMS RANKED, PG. 30 FINANCIAL PR & INVESTOR RELATIONS FIRMS RANKED, PG. 34 O’DWYER’S RANKINGS OF TOP HEALTHCARE PR FIRMS, PG. 38 NOW FEATURES 125 RANKED FIRMS O’DWYER’S RANKINGS OF TRAVEL & TOURISM PR, PG. 43 PROFESSIONAL SERVICES PR FIRMS RANKED, PG. 44 O’DWYER’S RANKINGS OF FOOD & BEVERAGE PR FIRMS, PG. 45 Report: most PR agency websites still aren’t mobile friendly. Why many independent PR firm owners are now planning to sell. How climate change impacts healthcare communications. Why more PR firms should focus on content syndication. Profiles of top public relations firms ranked by O’Dwyer’s.

May 2015 | www.odwyerpr.com

Vol. 29. No. 5 May 2015 EDITORIAL O’DWYER’S RANKINGS OF FINANCIAL PR FIRMS

REPORTER SLUGGED AS 6 34 HEALTHCARE PR FIRMS WORST JOB IN AMERICA ACE FEE CHECK-UP FDA CHALLENGES SNACK 8 36 BAR CLAIMS O’DWYER’S RANKINGS OF HEALTHCARE PR FIRMS INDEPENDENT PR FIRM 8 38 OWNERS PLAN TO SELL O’DWYER’S RANKINGS 56 OF PR SPECIALTIES CLIMATE CHANGE AND 9 HEALTH COMMS. 42 O’DWYER’S RANKINGS REVEAL PR STRENGTH BREACHING THE 10 INTEGRATION CIRCLE 46 O’DWYER’S RANKINGS 12 OF PR FIRMS HOW DIGITAL CHANGED 56 MEASUREMENT LEADING GAINERS 14 AMONG PR FIRMS 66 www.ODwyERPR.COM WHAT WOULD 58 O’DWYER’S REGIONAL CHURCHILL HAVE DONE? 16 RANKINGS OF PR FIRMS Daily, up-to-the-minute PR news FOCUSING ON CONTENT 60 RELATIONSHIPS FIRST: SYNDICATION 18 64 PR’S BEST PRACTICES PR FIRMS SHOULD BE OTTO STRESSES NEED MOBILE FRIENDLY 20 66 TO ADVANCE TALENT STORE SHELF SPACE GROWING UP THE SON BOUGHT WITH MONEY OF A “MAD MAN” THE ROLE OF M&A 22 68 ON THE ART OF COMMUNICATIONS MISDIRECTION 70 EDITORIAL CALENDAR 2015 CONGLOMS POST 24 PROFILES OF RANKED PR FIRMS January: Crisis Comms. / Buyer’s Guide MODEST Q1 GAINS February: Environmental & P.A. 26 72 March: Food & Beverage TECH FIRMS EXHIBIT WASHINGTON REPORT April: Broadcast & Social Media EXPONENTIAL GROWTH May: PR Firm Rankings 28 96 June: Global & Multicultural July: Travel & Tourism O’DWYER’S RANKINGS columns August: Financial/I.R. OF TECH PR FIRMS PROFESSIONAL DEVELOPMENT September: Beauty & Fashion 30 94 Fraser Seitel October: Healthcare & Medical FINANCE FIRMS SHOW November: High-Tech PR THE MONEY FINANCIAL MANAGEMENT December: Entertainment & Sports 95 Richard Goldstein 32 ADVERTISERS Abernathy MacGregor...... 9 Edelman...... 53&54 LEVICK...... 23 Podesta...... 35 Allidura Consumer...... 79 Fahlgren Mortine...... 19 Log-On...... 91 Racepoint...... 29 Bob Thomas Productions...... 8 Feintuch Communications...... 9 Lou Hammond...... 7 RF | Binder...... 3 Biosector 2...... 81 Finn Partners...... 49 Makovsky...... INSIDE COVER Sard Verbinnen...... 31 Chandler Chicco...... 13 Gould Partners...... 69 Marketing Maven...... 21 Sloane...... 71 Chamberlain Healthcare PR...... 27 Gregory FCA...... 51 MediaMax Online...... 5 Spong...... BACK COVER Cision...... 15 GYMR...... 37 Merritt Group...... 65 Strauss Media Strategies...... 89 Cooney Waters...... 39 ICR...... 33 NIRI...... 63 TV Access...... 95 Dilenschneider...... 67 Joele Frank...... 61 Omega World Travel...... 93 W20...... 40&41 Dodge Communications...... 17 Kaplow...... 75 Peppercomm...... 25 Weiss PR...... 59

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EDITORIAL Challenge, don’t crown Clinton

arbara Bush and Gary Hart have both expressed bewilderment over why a large chunk of a nation of 300 million people deems only two families suitable EDITOR-IN-CHIEF to serve as President of the United States. Jack O’Dwyer B [email protected] The former Colorado Senator is among many Democrats who are upset with the prospect that no strong and well-financed primary challenger has stepped forward ASSOCIATE PUBLISHER to prevent the coronation of Hillary Clinton. John O’Dwyer Some potential Democratic candidates believe Hillary’s massive campaign war [email protected] chest rules out a challenge. Hart is appalled that the Clinton Machine plans to spend ASSOCIATE PUBLISHER $1 billion on behalf of Hillary. Kevin McCauley Vermont independent Senator Bernie Sanders on April 30 officially threw his hat [email protected] into the ring. He’ll emerge as the pet candidate of liberals who are hardly jazzed EDITOR about the prospects of a Clinton coronation and restoration. Jon Gingerich The Ready for Warren activist group has run an earnest bid to enlist Massachu- [email protected] setts Senator Elizabeth Warren as a progressive alternative to Clinton. Ready for SENIOR EDITOR Warren has gained little traction with their hero, however, who said on a number of Greg Hazley occasions she is not going to run for the White House. [email protected] Due to her focus on the issue of income inequality, many Americans consider Warren their champion where Clinton, who is Wall Street’s friend, fails to inspire. CONTRIBUTING EDITORS Fraser Seitel Warren is a worthy foe of Wall Street, and on April 15 called for breaking up big Richard Goldstein banks, saying if they want access to government deposit insurance they should be restricted to “boring banking.” Taxpayers shouldn’t be “on the hook” if banks en- EDITORIAL ASSISTANTS gage in high-risk trading, said the Senator. Wall Street has since threatened to with- & RESEARCH Chandler Klang Smith hold donations to the Democratic party unless she changes her tone. Caitlin Dullahan-Bates In a fawning May 4 New Yorker profile, Warren told Ryan Lizza that she has more influence fighting income inequality and curbing the power of Big Banks as a Sena- ADVERTISING SALES tor rather than a primary opponent of Clinton. She did leave the door slightly open Sharlene Spingler about a potential Presidential run. Associate Publisher & Editor [email protected] “You think I’m not forcing a debate. Call me back in a year and ask me what type of debate we’re having,” Warren said. John O’Dwyer Team Clinton, meanwhile, has moved to woo backers of Warren and Sanders. Advertising Sales Manager Clinton penned an ode to Warren for Time magazine’s list of the 100 most influen- [email protected] tial people in the world, calling her “a special kind of leader to pick up Ted Kenne- O’Dwyer’s is published monthly for $60.00 dy’s mantle as senior Senator from Massachusetts-champion of working families a year ($7.00 a single issue) by the and scourge of special interests.” On April 30, she tweeted a welcome to Sanders, J.R. O’Dwyer Co., Inc. 271 Madison Ave., #600 saying she agrees with his “focus on helping the middle class.” New york, Ny 10016. During her re-invention tour, Hillary announced she’s a “champion of everyday (212) 679-2471 Fax: (212) 683-2750. Americans” and said, “the deck is stacked in favor of those at the top.” In Iowa, she said something is wrong when “hedge-fund managers pay lower taxes than nurses © Copyright 2015 J.R. O’Dwyer Co., Inc. or the truckers I saw on I-80 when I was driving here over the last two days.” OTHER PUBLICATIONS: Wall Street, which has shelled out hundreds of thousands of dollars in speech fees to Clinton, smiles at such rhetoric from the candidate. Bankers understand criti- www.odwyerpr.com Breaking news, commentary, useful data- cisms from Clinton are nothing but empty words. bases and more. A series of debates between Hillary, Bernie and Lizzie would certainly liven things O’Dwyer’s Newsletter up. It would also toughen up Hillary for the general election and give her an op- An eight-page weekly with general PR portunity to explain why she is running for President, other than a sense that she news, media appointments and placement has done her time in the public limelight. Entitlement shouldn’t be the ticket to the opportunities. White House. A contested primary competition would energize voters, strengthen O’Dwyer’s Directory of PR Firms the Democratic party and benefit all of us. Listings of more than 1,300 PR firms throughout the U.S. and abroad. — Kevin McCauley O’Dwyer’s PR Buyer’s Guide Products and services for the PR industry in 50 categories. jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 MAy 2015 | www.ODwyERPR.COM

MEDIA REPORT Reporter slugged as worst job in America Newspaper reporter topped the list of CareerCast.com’s recent ranking of the 200 worst jobs in America, behind professions such to do great work in a supportive environ- as lumberjack, cook and military personnel. ment,” CareerCast Publisher Tony Lee said in a statement. By Kevin McCauley Chris Cillizza of The Washington Post offers this retort on April 16: “The honest ffering a comment about the lowly measured work environment, stress level, truth is that journalism is really damn fun ranking, CareerCast reported: “Read- income and hiring outlook. most of the time. That doesn’t mean — this Oership has steadily moved from print CareerCast’s five best jobs are actuary, is for you, haters — that we don’t take what publications, whether they be newspapers audiologist, mathematician, statistician we do seriously. We do. But, a profession or magazine, in favor of online outlets. The and biomedical engineer. where you get to not only engage in the resulting decline in advertising revenue has “Jobs in mathematics rank among the daily conversation around politics, pop left newspapers and thus, newspaper re- nation’s best because they are financially culture (or whatever) but also write about porters feeling the pinch.” lucrative, offer abundant opportunities for it for some broader group of people is pret- The report does note, however, that the advancement and provide the opportunity ty hard to beat.”  skills of being a reporter “translate into fields with more promising, long-term outlooks such as public relations,” which FDA challenges snack bar health claims ranked No. 121 behind the tied nurse/re- cruiter jobs and ahead of elementary school Kind Healthy Snacks, which makes liberal use of the words teacher. “healthy” in selling granola bars, flunks FDA requirements for use CareerCast says reporters earn an aver- of that term, and has been ordered to make corrections. age national salary of $36,000 in a field that has a -13% hiring outlook. PR people, by By Jack O’Dwyer contrast, can earn $191,000 in a profession with a 12.4% hiring rating. he Food & Drug Administration told ments for use of the term “healthy” on a Lumberjack, soldier and cook are the jobs Kind in a March 17 letter that the food label, singling out four of the prod- ahead of reporter, according to the poll that Tcompany did not meet the require- ucts. Joseph Cohen, SVP of Communica- tions for Kind and 2014 Chair of PR So- ciety of America, said the company is fully committed to working with the FDA and is “moving quickly to comply with its re- quest.” He said nuts were to blame for the label- ing problem. The nuts in the bars “contain nutritious fats that exceed the amount al- lowed under FDA’s standards,” he said. “There is an overwhelming body of sci- entific evidence supporting that nuts are wholesome and nutritious.” Kind snack foods, according to Wikipe- dia, deliver between 180 and 210 calories, and include a balance of fats and protein. The Kind Healthy Grains bars deliver 140- 150 calories (equivalent of 9-10 teaspoons of sugar) and have at least 18 grams of whole grains per bar. Strong & Kind bars deliver 230 calories each with 10 grams of protein. The 230 cal- ories is the equivalent of 15.3 teaspoons of sugar. A Milky Way candy bar, by contrast, has 170 calories. A 5th Avenue candy bar has 250. A 12-ounce can of Coca-Cola has 140 calories. A 12-ounce can of Pepsi-Cola has 150 (equivalent to ten teaspoons of sugar). Dr. Suzanne Steinbaum, Preventive Car- diologist at Lenox Hill Hospital, New York, said candy bars can also make the claim that they have nuts. 

8 MAy 2015 | www.ODwyERPR.COM Study: independent PR firm owners plan to sell

An overwhelming majority of independent PR firm owners expect to 92% of firm owners said they will sell at sell their firms and have given equity to top managers with an eye some point, and 44% slate a sale within the on succession and attracting buyers, according to a recent study by next five years, according to the survey. The Stevens Group. Post-sale, many said they would contin- By Greg Hazley ue to toil at the agencies they built as Ste- vens found that 64% said they want to keep eteran PR industry M&A counselor million in revenue and a few in the $5 mil- working at the firm after any employment Art Stevens said he was surprised to lion to $10 million range. The majority of contract ends. Vfind many — nearly one quarter — respondents were aged 40-60 years old. Cashing out agency principals own less Agency owners gave three main than 100% of their firms. reasons for wanting to sell: cash out “Many agency owners have and retire, cash out and do something put together ‘golden hand- else, or position the firm to compete cuffs’ to retain such manag- for bigger business. Dozens said their ers by means of real stock, firms are doing well but have “hit a phantom stock and gener- wall” and can’t see major growth with- ous bonuses and incentives,” out a significant increase in “mass.” Stevens said. “In today’s ro- Others want to dump administrative bust M&A marketplace, they responsibilities on a buyer to focus realize that to position their more on creative work. firm for acquisition, they The Stevens Group study asked agency owners if they are planning to So what’s holding back sales? Most must hold on to their key sell at some point. Those who said “yes” chose increasing revenues, (61%) agency owners said they’re second tier managers.” increasing profitability, and strengthening their management teams waiting to increase revenues, while Stevens’ survey focused as top reasons for not doing so now. others want to strengthen their man- mainly on about 100 prin- agement teams (34%) or first increase cipals at firms with up to $5 Source: The Stevens Group profitability (27%). 

www.ODwyERPR.COM | MAy 2015 9 REPORT How climate change impacts health communications A 20-year study authored by Global Health Institute researchers at the University of Wisconsin-Madison found that climate change could have profound public health consequences. While such a sweeping statement can be hard to put into perspective, a glance at today’s headlines shows repercussions already affecting the health sector. By Jeanine O’Kane hether treating injuries and con- Extreme weather events most powerful weapons in battling health ducting blood drives after natu- As evidenced by the recent and dramatic problems in any environment. Helping Wral disasters, tracking the spread consequences of the California droughts, people understand and prepare for climate of an animal-borne disease or warning of extreme weather events can wreak havoc change health risks is crucial, especially the risks of a severe allergy season, medi- on millions of lives in a matter of hours. The when many ignore, doubt or feel helpless cal providers, epidemiologists, healthcare frequency and intensity of extreme precip- against the phenomenon. Communication communicators and other professionals itation events are projected to increase in and early warnings to highly vulnerable face increasing demands and challenges. some locations, as is the severity of tropical populations, including children and the el- Being an effective communicator in this storms, and these events can threaten hu- derly, are especially important. environment requires an understanding man health in myriad ways. Climate and healthcare communications of the issues, the role your product or ser- What’s being done As climate change vice can play, and how your priorities must The World Health Organization adopted comes to the forefront evolve to serve stakeholder needs. a work plan in 2009 to support its mem- of the healthcare con- Whether you believe climate change is ber states in protecting human health from versation, pharmaceu- natural or man-made, the reality is that cli- the effects of climate change. Among their tical companies have an mate change is upon us. And while it is a priorities are to raise awareness of climate opportunity to reinforce global phenomenon, its consequences are risks, develop partnerships to increase their positions as expert felt in local communities by real people. knowledge and best practices, improve un- authorities and reliable The Environmental Protection Agency has derstanding of the linkages between health information sources. identified four major climate change con- and climate, and strengthen health systems. Here are guidelines for cerns and their potential impact on every- The Centers for Disease Control and Pre- approaching the topic Jeanine O’Kane day life: vention established its Climate and Health credibly and responsibly: Heat waves Program in 2009 to identify populations An article in the American Journal of Climate change is predicted to cause vulnerable to climate change, prevent and Public Health noted that communication more frequent, more severe and longer adapt to current and anticipated health im- among healthcare agencies, businesses and heat waves in the summer, which can lead pacts, and assure systems are in place to de- other stakeholders is essential to evaluating to heat stroke and dehydration. Major heat tect and respond to current and emerging the industry’s response to climate change waves made headlines around the world in health threats. In 2015, CDC published The issues. The development of new and better the past several decades. Young children, Building Resilience Against Climate Effects drugs for the cause should be informed by older adults, people with medical condi- framework, a five-step process that allows input from healthcare professionals and tions and the poor are especially vulnera- health officials to develop strategies and ongoing assessments of the most vulnera- ble. programs to help communities prepare for ble populations. Reduced air quality the health effects of climate change. Pharmaceutical companies must stay Scientists say warmer temperatures will The healthcare industry as a whole can abreast of current and pending regulations increase the frequency of days with un- focus its efforts and priorities in three key on emissions and other global warming healthy levels of ground-level ozone that areas: mitigation actions, and be vocal and ac- can damage lung tissue, reduce lung func- Research. A better understanding of the countable stakeholders. tion, increase respiratory symptoms and complicated links between human and nat- Every company must be transparent aggravate asthma. It is particularly harmful ural systems is needed to develop preven- about its contribution to climate change, to children, older adults, outdoor workers tion strategies and health incident respons- both to preserve business and fulfill an eth- and those with asthma and chronic lung es. More research is also needed on the ical pledge. Public relations initiatives are diseases. Climate change can also increase complex interplay between risk, location essential to communicating environmen- fine particles in the atmosphere that, when and environmental conditions, i.e., just tally responsible initiatives and commit- inhaled, can aggravate cardiovascular and how climate change affects people locally. ments. respiratory diseases. This will guide the development of tools to The healthcare industry is a major force Climate-sensitive diseases help communities respond to their partic- in reducing the human health ramifica- Warmer climates may enhance the spread ular situations. tions of climate change. By understanding of diseases transmitted through food, water Cooperation. Collaboration between the science, preparing for the challenges al- and animals, such as deer, birds, mice and agencies, providers, nonprofit groups and ready being experienced around the world insects. Examples are salmonella and other other healthcare stakeholders is essential. and working proactively to mitigate risks, food poisoning bacteria that grow rapidly Such partnerships can help identify and the sector can be a major contributor to cli- in warm environments, water-borne dis- allocate resources to people who are most mate change solutions. eases caused by flooding and storm water vulnerable to the harmful effects of climate Jeanine O’Kane is Managing Director of runoff, and diseases such as West Nile virus change. Biosector 2 New York, which is part of in- and Lyme disease carried by insects. Education. Knowledge is one of the Ventiv Health. 

10 MAy 2015 | www.ODwyERPR.COM How climate change impacts health communications FEATURE Breaching the coveted integration circle

If it were easy, everyone would do it. Integrated marketing and a new approach to developing integrated communications campaigns can be hard to develop and deploy, marketing and communications budgets because they challenge traditional thinking. For this reason, that by evolving allocations and analysis from tactic-based to customer-journey based. If inner circle where opinions are formed and decisions are made you’re truly focused on your customer’s ex- remains a place where a select few operate — and many remain perience, you’ll invest dollars that have the on the outside looking in. greatest impact. For example, if your aware- By Aaron Brown ness numbers are growing but your conver- sion rates are not accelerating at the desired he reality for most associations, cor- Those that want it don’t ask for it directly rate, it’s time to allocate more investment porations and non-profits is that mar- In a client satisfaction survey completed further down the sales funnel. Strategically, Tketing and communications functions in Q1 2015, 61% of more than 100 Fahlgren this may involve leveraging existing cus- aren’t structured for true integration. The Mortine client contacts said that integrated tomers to pull prospects team — or in many cases, the individual marketing and communications campaigns through the final stages — responsible for marketing operates inde- were either very important or absolutely of the sales process. This pendent of those responsible for communi- critical. A notable 40% selected less import- could involve tactics cations. In some instances, the digital team ant categories; however, our experience tells such as case study-based is aligned more closely with IT than market- us that many in this group desire integrated webinars, engaging and ing or communications, and the CRM and/ thinking. They just may not be asking for it exclusive thought lead- or marketing automation technology teams directly. ership-based events/on- aren’t sure where they fit among sales, mar- Segmented RFPs focused solely on digital, line communities where keting, communications or IT. advertising, social media or public relations customers share their In order to achieve the benefits of an in- enter agencies daily. Yet, a growing number perspectives (owned, Aaron Brown tegrated marketing and communications of the most successful responses to these earned, shared channels), strategy, it’s imperative that enterprises start inquiries propose integrated answers. In in- or in-person demonstrations (owned). to look less at the confines of structure and stances where the scope of work does start As you evaluate your draft campaign, keep more toward the possibilities of creative segmented, we’re seeing it quickly transition an eye on how investments align with the thinking derived from overlapping areas of to an integrated relationship reflective of any customer journey. Some investments will expertise. This creates the integration circle combination among earned, paid, shared bleed into more than one stage, so it’s likely that’s focused on enhancing the customer and owned tactics. The belief is that while not going to be an easy exercise. You’re not experience at each brand touchpoint. This the initial ask was confined to one area of after perfection; rather, you’re after strategic singular goal can fundamentally change expertise, the client marketing and commu- allocations to generate the most meaningful thinking and energize ideation. nications team had an openness (if not an experiences. Many don’t know what they want expectation) that the agency partner would Measurements must enable adjustment If an entity is not structured to enable in- help create a cohesive customer experience. Relentless adjustments are hallmarks of tegration, then it’s understandably difficult Strategy must demonstrate integration successful integrated marketing and com- for marketers and communicators to see Agencies that force integration onto cli- munications campaigns. Because you’re how it could work in their business. Their ents are agencies that have short client re- working within the integration circle, you’re worldview is segmented because that’s what lationships. Whether agencies are working positioned to see and share metrics that they experience each day. The ad schedule is with clients that aren’t structured for inte- impact performance. A video generating a determined for 12 months and not revisited gration or who don’t ask for it directly, the lot of organic views on YouTube may make until planning starts for the next year. The account team must always connect mar- sense for integration into a rich media ad- communications team creates content for keting and communications strategies and vertisement. An underperforming paid internal audiences and select external uses. tactics that impact the customer experience. search program may tell us something about The concept of developing content to power This is achieved by understanding the cli- keywords that could trigger change else- ad programs and generate leads simply isn’t ent’s business, asking thoughtful questions where in the campaign. An engaging white on the radar. about the components of the holistic mar- paper may serve as chapter-based content And for those who envision the bene- keting and communications strategy, and for an e-newsletter that feeds into a market- fits, the task can be overwhelming when constantly determining the pulse of the en- ing automation system. it comes to navigating the organization to vironment in which the business operates. Consider operating within a three-to-six- gain necessary staff and budget alignment. Most client organizations aren’t concerned month campaign framework with an eye They’re confronted with answering the same about which agency does the actual work; toward annual goals. Give your internal and question each trailblazer must answer: Is it they’re concerned about the agency that can agency teams time and budget to adjust be- worth it? best enhance the overall customer experi- cause the target audience isn’t standing still. In these instances, it’s imperative to think ence. It’s this holistic, experience-based ap- Committing to an integrated philosophy about the customer. Nearly all organizations proach to client (and end user) engagement and acting with a customer experience-cen- crave meaningful relationships. No matter that helps make agencies indispensible part- tric mindset will help kill complacency. the product or service, the business doesn’t ners instead of tactical vendors. And, it will help maintain your seat in the exist or grow without the customer relation- Budgets should be focused on journey inner circle. ship, which is the heart of integrated mar- New ideas should be the norm inside the Aaron Brown is a Senior Vice President at keting and communications. integration circle. One example is taking Fahlgren Mortine. 

12 MAy 2015 | www.ODwyERPR.COM

FEATURE How digital changed communications measurement Digitalization has provoked continuous changes in what and how PR pros analyze and measure — and nowhere has this measurement Offline and real-time transactions proven more valuable than in social media. The third facet or line of the triangle in new and emerging models and metrics for By Erika Kauffman contemporary public relations is offline en- ublic relations is no stranger to inno- they will buy, placing value on products gagement and transaction levels in the real vation and change. As leading forces and services in which they express holding world. Although this marketing and sales Pin global business, PR pros must adapt value. Because increases in company ROI analysis method may seem quite old-school to necessary alterations; they must separate rates can now be predicted and confirmed to many, it is a vital factor that must be con- the immense accumulation of data avail- through social media activity, social net- sidered in the overall picture for adjusting able from the analog of human discovery works now hold positions of importance PR strategies. Especially with the heavy and insight. Contemporary evidence of this for current and future PR models and met- consumer shopping rates at large-scale mar- vital importance can be seen in the recent rics. kets, shopping malls and superstores today, impact of social media, which has allowed New models for compiling, transmitting volumes of offline, in-store shopping both for ever greater accuracy in messaging. Leading PR firms are employing new nationally and globally are still crucial to Increasing value of quantifiable ROI communications models. Traditional par- measuring consumer buying rates accurate- Given the skyrocketing popularity of adigms revealed the basic operations of ly. Although the public social media over the past five years, PR the communication process, producing an clearly enjoys the con- professionals have had to address and over- architecture for analyzing and calculating venience of shopping come new and different digital research results. However, these models are deficient via the Internet, many compilation and measurement challenges. in two key forms of focus in our current people still need and Conversations and “shares” on social net- digital environment: clarity and relevance. want to visit physical works have surpassed the importance of Clarity. Even PR pros sometimes mistake stores and marketplaces mere webpage click counts. Audience en- outputs for outcomes. With this confusion in their locales to make gagement and participation have overtaken existing within the PR industry, it is under- purchases. While online readership numbers. New and strength- standable that some clients and audiences social interactions are ening trends in social network metrics receiving PR results may rarely compre- immensely popular to- Erika Kauffman have become the valued measurement of hend them. day, socializing through online behavior, and enable accurate new Relevance. Older media-centric models daily activities and errands is also still in interpretation by PR experts. By taking the of communication have become outdated fashion and practice among consumers. older metrics methods into consideration in the digital world of today. Due to the How content is shared from PR to client while also integrating more innovative and current emphasis on consumer-created Research and measurement have always relevant methods, public relations firms content, social media network sharing and been powered by quality content collection can grow with their clients, maintaining a usage powered by digitalization, communi- and analysis by PR firms. When digital con- prominent role in promotion, guidance and cations are now focused on a content-cen- tent became the major form gathered and empowerment for many industries. tered model. Thus it will be key for agencies examined, the main advancements came The more sophisticated and digitized to create metrics which can link content to in the compilation and delivery of con- communications technology becomes, the web traffic and, ultimately, to sales. tent rather than in research and measuring more emphasis and value stakeholders, both New metrics for growth and success methods. Digital and auto-analysis of this individually and collectively, will place on New metrics now being used by experi- data became common. Early in this process, personal and audience engagement. Simple enced PR companies are fueled extensively web-based analysis with software resulted analysis of typical social media communi- by social media networks. Major influenc- in huge volumes of data plus metrics from cations by consumers does not just reflect ers in updated PR equations are targeting new sources such as website traffic volumes, the popularity of specific products and in- audiences rather than the primary social webpage views, click-through rates, conver- formation through discussion and sharing. media movers and shakers. Metrics per- sion rate optimization results and backlink It also reveals the deepest, most vivid and taining to influence incorporate changing usage rates. sincere opinions, preferences, dislikes, ac- audience opinions, interests, attitudes and With the current digital technology focus tions and measurable future intentions of webpage click counts for calculation of con- in both research and evaluation, there is a consumers via social networks. Social me- version rates. Another vital metrics factor is much broader, detailed and valuable con- dia has proven to be an extremely helpful upswings in brand consideration. tent base from which to gain knowledge source in collecting and analyzing content Although metrics standbys, like message and insight. The human factor has won out that reveals public opinion, buying habits distribution, readership and impressions to an impressive degree for greater accuracy and preferences. still hold value in measuring audience en- in planning and initiating new PR strate- Current high rates of online consumer gagement, newer metrics phenomena such gies and campaigns. Clients are welcoming purchasing via varied mobile devices con- as percentages of followers, return visitors communications from their public relations tinue to rise in modern-day digital engage- and subscription rates are now front and firm experts that are focused primarily on ment. Social networks also continue to be center. Target audience action metrics direct consumer engagement and response, increasingly valuable to public relations have assumed positions of top prominence reflecting true public opinion, insight, pur- and marketing companies and give strong in current PR metrics, from responses to chasing preferences and intent for today’s indications of developing trends in today’s proposed product-related legislation to expanding global marketplace. immense and diverse consumer market- consumer buying habits and event partic- Erika Kauffman is Executive Vice President place. In general, people buy what they say ipation. and General Manager of 5W PR. 

14 MAy 2015 | www.ODwyERPR.COM How digital changed communications measurement FEATURE What would Churchill have done? Accounting firm PriceWaterhouseCoopers recently asked CEOs which leaders they most admire. The winner, by far, was Winston Churchill. As it turns out, there are many lessons businesses’ most admired leader can teach us about CEO visibility today. Direction. Although he described a fu- By Ken Makovsky ture with risk and hardship, Churchill usu- ally inspired his audiences by illuminating a hat is it that makes Churchill so ly rejected this course. He was ahead of his clear a path forward to safer and more pros- enduring and keeps him relevant time not just in understanding the essential perous times. Win 2015 for CEOs? Maybe most role of public visibility in leadership, but in Commitment. Churchill promised his important, he exemplified the power and publicly modeling attributes (courage and and his team’s invest- necessity of visible, public leadership— resilience) that his nation needed to em- ment of time and en- something many current CEOs struggle brace. CEOs can draw larger lessons here. ergy to lead though with. challenge, and demon- Businesses increasingly recognize the val- strated that in his sub- ue of articulating a clear corporate identi- sequent actions. ty. Often, this is addressed in the form of a Walking the Talk: narrative that seeks to capture an organiza- Leadership “face time” tion’s distinctive values, its customer com- is indispensable for mitments, its current brand attributes and building morale and Ken Makovsky its organizational aspirations. When all a commitment with- company’s audiences are aligned around in the organization, and should be this distinct brand identity, powerful things an integral part of every CEO’s visibility occur. Think about the association between agenda. Churchill expertly leveraged this Apple and innovation or Daimler-Benz human quality of leadership. For example, and quality. The Harvard Business Review at the height of the London blitz he regu- recently reported that these strong identity larly visited bombsites, meeting residents companies out-perform their peers by 25%. Walking the Talk: Churchill touring the ruins of and hearing their stories. During one such Coventry Cathedral In today’s competitive business environ- visit, surprised by an air raid, he repaired ment, CEO visibility has become essential. Public visibility can’t be an afterthought. to a bomb shelter, replacing his ever-pres- CEOs are the x factor in corporate identi- It is a vital component of CEO leadership. ent bowler with a helmet. In today’s envi- ty. They are best positioned to fashion an That doesn’t mean CEOs must strive for ronment, where employee morale can be a organization’s mission and to build under- Richard Branson type celebrity. It means huge driver of growth, the best CEO’s reg- standing and support for it from constitu- making a commitment to deepening rela- ularly walk the talk. When Southwest Air- ents. This is crucial to seize that identity tionships with all the keepers of a compa- lines acquired AirTran in 2012, Southwest premium noted by HBR. A recent study ny’s reputation including employees, jour- CEO Gary Kelly commandeered a hanger found that almost half of an organization’s nalists, investors, customers and others, and and hosted a giant “welcome to the family” market value is attributable to CEO reputa- engaging them through various channels of barbeque for 6,000 AirTran employees. It tion-building visibility. communication, both traditional and in- was an inspired step for a perennial “Best I have found that these realities can be re- teractive. This requires careful planning, Place to Work” company. luctantly accepted by CEOs. This is where precise targeting, realistic prioritizing, and Overcoming obstacles Churchill comes in. The man they admire careful execution. It’s not always easy com- Occasionally, I hear a CEO explain that most knew that, by its very nature, leader- mandeering CEO time for these activities. he or she won’t elevate their visibility be- ship means rising to the potentialities of But the payback can be dramatic, as Steve cause “they’re not good with the media.” I high office, being highly visible in order to Jobs illustrated at Apple. often consider this as an excuse, because I persuade, connect and inspire. During his Visibility under crisis believe that anyone who has risen to corpo- wartime leadership, Churchill did for Brit- CEOs are sometimes thrust into the pub- rate leadership can be trained to be a capa- ain what every CEO must be prepared to lic eye unwittingly, when negative news ble media spokesperson. Again, Churchill accomplish today. He educated key audi- or crisis strikes. Too often, they’ve kept a holds lessons. Few realize that one of the ences about the qualities necessary for suc- low profile up until then, and they’re un- world’s great “natural communicators” had cess, painted a bold vision for the future, prepared for the limelight. This is another a speech impediment — variously described and rallied all his constituents around these reason why the pursuit of visibility during as a lisp or a stutter. As a young man, Chur- priorities. normal times is so important. Churchill’s chill visited speech pathologists and worked Let’s look at some specifics. speeches serve CEOs as a crisis communi- relentlessly to overcome the problem. He Leadership is visibility cation textbook. His defined three princi- spoke with a slight lisp most of his life. It would have been easy for a prime min- ples of CEO communication during times Visibility is an essential, undeniable com- ister in the throes of war to hunker down of challenge: ponent of contemporary CEO leadership. with a team of advisors and devote the lion’s Candor. Churchill never spared his au- That fact, and ideas for visible and inspira- share of his energies to “running the war,” dience hard truths or sugarcoated reality; tions leadership, are clear teachings from out of the public eye. It’s a modus operandi this was, paradoxically, the basis of his trust the leader CEOs admire the most. for many CEOs today. Churchill definitive- and credibility. Kenneth Makovsky is CEO of Makovsky. 

16 MAy 2015 | www.ODwyERPR.COM What would Churchill have done? FEATURE PR agencies should focus on content syndication

PR agencies have evolved. Once dedicated to media relations and crisis communication, PR agencies have adapted and re-adapted to the changing times. Perhaps no better example of this evolution can be found today than agencies’ adoption of content marketing. budget authority could shift, giving agen- By Mark Thabit cies more opportunity to help clients. Digital agencies have both PR and paid hen social broke onto the scene, in native advertising, advertorials, content media acquisition capabilities. As cus- PR agencies took control of their syndication and direct media buys for dig- tomer needs move toward visibility, the Wclients’ community management. ital marketing. risk of clients fleeing As affordable technologies and the under- More than half — 55% — of marketers PR agencies not pre- standing of the importance of an authentic increased native ad spending in 2014, and pared to support them brand voice became mainstream, business- 63% said they would spend more in 2015. (and heading to ones es brought social media in-house. Again, Though skepticism about native ads that can accommo- agencies adapted, this time focusing on de- among consumers exists, they actually pre- date their distribution veloping their clients’ social strategies. fer them to pop ups and banners. Accord- needs) increases. Another key change in recent years? ing to the Internet Advertising Bureau, 60 If a PR agency doesn’t Agencies have made content marketing a percent of consumers are more open to ads have and cannot grab core piece of their offerings. Considering that tell a story than ones that simply sell. control of earned me- PR firms’ roots in helping brands tell their Native ads also help shape brands as more dia spending, it needs Mark Thabit story, content marketing is a natural off- trustworthy and more of an authority in to find a way to bring shoot. consumers’ eyes. the department that does to the table and The PR industry is in the midst of a new However, many PR agencies, and of have a conversation about where to allocate challenge, and it’s time again for agencies course exceptions exist, haven’t developed spending. to evolve. Just as clients’ social media needs paid media programs to support their Gaining a seat at the table and having a changed, their content needs are changing earned and owned content creation efforts. discussion shouldn’t be a difficult sell. Hav- as well. Why have many PR agencies stood on the ing the extra intelligence and insights of a Though many businesses will continue sidelines of such an important game? PR’s PR agency will only better serve the brand to rely on outside support for content cre- focus on content creation and storytelling that it represents. ation, the ability to combine earned and has left many PR departments and agencies After all, each party involved in the con- paid media services will become a key ill-prepared to take advantage of distribu- versation has a stake in the success of the market differentiator among agencies in tion services. brand’s efforts to generate awareness, reach the coming years. The time for PR agencies Without money and experience, PR its target audiences, distribute its message, to evolve is now. teams don’t have the right model or re- and, ultimately, become more profitable. The need for content syndication sources to show performance of digital ad Demanding better analytics As recently as the turn of the century, buys, native advertising and content syndi- In addition to joining the conversation, sharing a brand’s voice was unpredictable cation the way digital agencies do. PR agencies should fight for access to cli- and out of the company’s control. PR agen- At Cision, we shifted more of our content ents’ analytics and data from the paid me- cies took a brand’s best stories and tailored marketing budget to syndication through dia channels, including metrics that show them to particular publications’ tastes, services like Taboola, while our digital conversion rates. Even if PR is shut out hoping that a couple would bite. advertising spend has declined. These de- of the conversation about strategy, they Even if they did, the story didn’t neces- cisions reflect the fact that widely sharing should still ask for this valuable data. sarily reflect the brand’s voice. The media our thought leadership produced better re- This information illuminates the topics outlets would make a brand’s story their sults than having more digital ads. and media that lead to success, providing own, often washing out the unique per- Our results are fairly typical as consum- a blueprint for how to optimize the stories spective of the brand. ers have become banner ad blind. Fif- they craft. Even agencies uninvolved in the Today, sharing a brand’s perspective with ty-four percent of Internet users don’t see content creation process can benefit from target audiences is easy for companies of banner ads, and 50% of banner ad clicks seeing the data. Agencies are brand advo- any size. They can use internal writers or are accidental. cates, and anything that impacts the top of outsource content creation to share their Solving tomorrow’s problem the funnel should fall under their micro- stories through press releases and on The problem that PR agencies face hasn’t scope. owned media platforms, such as blogs and fully come to a head. It will soon, though, The need for PR agencies to make a social channels. and steps need to be taken today. change is absolute. The question that re- With about nine in 10 businesses invest- Most PR practitioners don’t have bud- mains is should PR agencies encourage cli- ing in content marketing, the challenge get responsibility for paid media. In most ents and core constituents to take control becomes standing out from the masses and places, the content syndication and native of content syndication budgets and analyze getting the right content to reach the right advertising budget still sits with digital effectiveness of spend, or should they sim- audiences at the right time. marketing and demand generation teams. ply be prepared for when their clients make Many brands have turned to a pay-to- If PR agencies can show the benefit of internal shifts? play model, grabbing visibility by investing connecting paid and earned media, the Mark Thabit is CMO of Cision.

18 APRIL 2015 | www.ODwyERPR.COM PR agencies should focus on content syndication REPORT PR firms need to work on mobile-friendliness Only 55 of 96 websites belonging to the PR firms in O’Dwyer’s 2015 rankings meet Google’s mobile-friendly criteria, according to a PR agency management appears to be study by Didit Communications. waking up to the issue. In fact, when Didit re-tested the 96 agency sites in late April, By Stephen Baldwin four sites that had initially failed the Mobile Friendly Test (coynepr.com, gibbs-soell. n February 26, Google announced es. While desktops and notebooks are not com, gregoryfca.com, and kaplow.com) that “mobile friendliness” would be- about to become extinct, all trends point to passed it with flying colors. Ocome a ranking factor for searches mobile usage becoming a greater compo- My hope is that others follow and that made on mobile devices and the whole PR industry becomes mo- gave webmasters about 60 bile-friendly by days to bring their sites into the end of this compliance. Those sites fail- year. It’s critical ing the test would become that the PR pro- less visible when searches fession — which were made on mobile — but prides itself on not desktop — devices. efficient com- It turns out that many PR munications — sites aren’t yet mobile-friend- keep pace with ly. In early April, Didit Com- consumers in munications tested 96 of the today’s rapidly Stephen Baldwin websites belonging to the PR shifting device firms in O’Dwyer’s 2015 Didit Communications’ mobile-friendly test revealed the most common environment. While becoming mo- ranking list using Google’s types of errors among large U.S. PR agencies bile-friendly might take some work Mobile Friendly Test Page. It (typically done by internal IT teams found that only 55 of them — or the agency that built the website just over 57% — met Goo- in the first place), the objective — to gle’s mobile-friendly criteria. Even some nent of a website’s traffic mix. Digital mar- have a web property that projects the agen- very large PR agency firms — edelman. keting consultancy firm Emarketer.com has cy’s unique selling proposition well, irre- com, wagganeredtrum.com — with promi- observed that “2015 will see mobile search spective of the device used to access it — is nent technology clients failed the grade. reach the tipping point — the stage at which a worthy one for anyone in the communica- Of the 28 firms in the New York rank- the majority of spend, organic traffic, and tions business. ing, only 11 (39%) had websites that were paid clicks comes from smart phones and Stephen C. Baldwin is Editor-in-Chief at mobile-friendly. California-based firms tablets.” Didit.  did marginally better (44%). DC-based PR firms were exceptionally mobile-friendly: 100% of them passed the test, as did all PR Ogilvy exec. speaks on “backfire effect” agencies surveyed in Tennessee. Massachu- By Kevin McCauley ico and registers disgust when an oppos- setts-based PR firms did almost as well; the eople make decisions based on emo- ing candidate is presented. pass rate in that state was 83%. tions, not fact-based evidence, said Graves said even when a person’s pre- The most common errors reported for PChris Graves, Ogilvy Chairman, ferred candidate does a “flip-flop,” he or PR firms on Google’s Mobile-Friendly test during an April Arthur Page Society con- she would get a free pass from a political were: ference. backer. Links spaced too closely together to be The Ogilvy executive talked about the The Ogilvy Chairman said “narration easily clicked (36 sites had this error). “backfire effect,” which causes people to transport” or creating a social norm sup- • Text set at a size too small to read on become more entrenched in their own porting the desired behavior is a path to mobile devices (27 sites had this error). viewpoints when challenged by facts con- change. Site content set wider than screen mak- trary to their beliefs. Kit Yarrow, Golden Gate Universi- ing it invisible (28 sites had this error). The more educated the group, the more ty Professor Emeritus, shared the stage Mobile viewports not set correctly (27 polarized they become, said Graves. with Graves. She described how words sites had this error). He gave climate change and the “vaccine or “blah-blah” messages have little effect Blocking access to resources used by wars” as examples where people cling to on today’s consumers, who are self-reliant Google’s web robots (19 sites had this er- positions despite overwhelming evidence and want to be admired by marketers. ror). that shows they are out-of-step. Messages need to be short, simple, fre- Use of incompatible plug-ins (1 site had Research shows the human brain ex- quent and ubiquitous, according to Yar- this error). presses puzzlement and then triggers row. Why worry? physical pain when a person is not aligned The presentation was called “Know Thy Mobile-friendliness should be a con- with his group. Consumer: Implications of Behavioral cern for public relations professionals be- The brain reacts favorably when pre- Economics for Corporate Communica- cause consumers are increasingly using sented with an image of a supported polit- tions.”  their phones as primary computing devic-

20 MAy 2015 | www.ODwyERPR.COM

REPORT Battle for store shelf, media space fought with money

Money talks and ethics walks. Grocery store shelf space, much like media space, is now being sold to the highest bidders. PR, which has traditionally had a higher believability quotient than ads, must be aware of such market forces in order to cope with the fallout. A planogram is a visual representation of By Jack O’Dwyer a store’s products and services. The New York Times reported April 7 that spotlight was put on the practice the payments make up more than half of many of the large companies that are being of supermarkets charging for shelf supermarkets’ profits. It noted that mergers squeezed by stores are in turn squeezing A space when PR Society of America had concentrated supermarket power in a their suppliers by making them wait up to Chair Kathy Barbour joined Acosta Sales few hands. 120 days to get paid. Procter & Gamble and and Marketing in January. “Like Hollywood accounting, the eco- Heinz are among the companies named. Acosta, a private company based in Jack- nomics of slotting and grocery story pric- BI Intelligence and the Interactive Ad sonville, Florida, with $1.5 billion in sales ing are shrouded in mystery, fueling the Bureau say such ads will reach $21 billion and 30,000 employees and “associates,” debate on the system’s ultimate effect on by 2018, a 400% gain from 2013. plays a leading role in negotiating such consumers,” wrote Los Angeles Times re- Hanson says the “trust” that readers have deals with stores. porters Robin Fields and Melinda Fulmer. in The New York Times editorial content is Suppliers, including many of America’s Barbour and Karen Bennett Mathis, PR what is driving popularity of its branded most famous brands, pay to get their new manager of Acosta, have not returned content. products on shelves, keep current products emails seeking information about the com- “If you have a big product launch coming there, put products at eye-level, put them pany, its employees and “associates,” and its up, a story in The New York Times would go next to other famous brands, limit the shelf tactics to win shelf space for clients. an awful long ways,” he noted. If you hire T space of rivals, and obtain end-of-aisle dis- FTC dropped topic after 2003 study Brand Studios, it “actually could be guar- plays, among other tactics. Slotting fees The Federal Trade Commission pub- anteed.” The price might be lower than any add to the cost of products being sold. lished a study in 2003 that estimated from PR firm would charge, says Hanson. His Look-alike editorial space being sold $1.5 million to $2 million in slotting fees essay was titled, “Will native advertising Some media, including The New York would be needed to introduce a new prod- eventually be PR’s demise?” Times, are selling ads that closely resem- uct nationwide. No follow-up study has Slotting fees are unethical, say some ble editorial matter. Such copy can be so been done by FTC. Biz-Shifts Trends, in a May 18, 2014 post- newsy and informative that readers don’t Motley Fool, referring to the study in Au- ing, says, “Some experts argue that slotting care whether it’s paid for or not. gust 2013, said nationwide rollouts could fees are unethical since they create a barri- That observation was made by Arik Han- now cost as much as $2.5 million. Reporter er to entry for small businesses that don’t son of Communications Connections who Brian Stoffel noted the FTC study found have the cash flow to compete with large said two “paid posts” on The New York that 80%-90% of food companies surveyed companies.” Times’ “T Brand Studio” were outstand- paid slotting fees. Tracking the fees is hard, Marianne M. Jennings, emeritus profes- ing — “Grit and Grace,” an article on bal- he said, because the activity “usually takes sor of legal and ethical studies in business, let placed by Cole Haan, and “Women place off the books.” The Motley article on Arizona State University, says the practice Inmates: Why the Male Model Doesn’t slotting was titled, “The Hidden Profit Ma- is “sort of under the table and sort of not, Work,” by Netflix. chine for Grocery Stores.” but it seems to be growing.” She is the au- Hanson said a study that found that T Shelf placement activities of Acosta are thor of the textbook, Case Studies in Busi- Brand stories pulled 361% more unique described in detail in a 2,580-word arti- ness Ethics, now in its eighth edition. visitors and 526% more time spent with the cle in The Jacksonville Daily Record by ed- Slotting fees have become increasing- post than regular ads. itor Karen Brune Mathis on July 23, 2012 ly important and common in many retail We don’t doubt that riveting copy can be (although slotting charges were not men- sectors such as supermarkets, drug stores, posted by sponsors. The question becomes tioned), and in copy on the Acosta website. bookstores and music stores, says Biz-Shift whether the medium involved is not cover- Acosta reps in stores daily Trends. No matter how much effort goes ing something or covering it only slightly “Acosta’s 17,000 retail associates are in into product design, promotion, etc., “as because it might annoy the advertiser. stores every day, allowing the company to much as 80% of all purchase decisions in Readers can check other media for de- deliver faster speed-to-shelf for new items, some categories are made at the point of sired coverage but their confidence in the correct out-of-stocks and voids more sale,” it adds. first media may suffer. quickly, and gain greater distribution of ex- “Some industry experts say that these Slotting fees a highly charged topic isting products,” says copy. allowances raise consumer prices … more Slotting fees are such a hot button top- Acosta created “Space Management Solu- important, small vendors are being crushed ic that witnesses at a Senate hearing wore tions” which help “optimize our clients’ by the practice,” it adds. The practice is hoods to conceal their identities, The Los shopping management strategies.” highly secretive and is generating from $6 Angeles Times reported Jan. 29, 2000. It includes “strategic planogram develop- billion to $18 billion a year, it estimates. The Los Angeles Times said there had ment, which ensures our clients’ brands are While there is nothing wrong with news been a “dramatic escalation” in such fees positioned on the right shelf, adjacent to media running ads that look like stories, as and estimated suppliers pay $9 billion the right products, with sufficient space to long as they are so identified, a question is yearly for them, quoting analysts as saying prevent out-of-stocks in all stores.” begged: what stories are being avoided? 

22 MAy 2015 | www.ODwyERPR.COM

FEATURE The role and importance of M&A communications After years of tempered deal volume, M&A activity has returned to pre-recession levels. But this uptick in deal making doesn’t have ceive information in different ways. What implications only for investment bankers and lawyers — it reveals is of interest to the media or to an investor a surge in activity for communications professionals as well. may have no relevance to an employee or a customer. However, while messages can be By Phil Denning customized for each audience, the strategy he use of strategic communications when and how the deal is shared, the value and the messages themselves must be con- unquestionably plays a significant role of the deal becomes muddled. Communi- sistent across all stakeholders. Tin helping to ensure the success of a cations brings clarity. Clarity drive values. Anticipate tough questions Align messages with business strategy transaction through its different phases. Prepare to answer the tough questions It helps inspire confidence, minimize dis- While an M&A transaction is a one-time before you announce the deal. Every com- tractions, reduce uncertainty and gener- event, communication with stakehold- pany executing a transaction inevitably gets ate stakeholder buy-in, and in some cases ers often takes place over many different asked about the deal ra- shareholder support. The value of proactive, phases. It is essential to maintain regular tionale — what aspects transparent communications should not be communication, especially around mile- made the deal attrac- overlooked or understated. stones such as the closing of the transac- tive, what motivated the The importance of planning tion, to manage expectations and ensure timing, how the deal fits It’s a familiar drill. A client picks up the a successful integration of the businesses. within a broader com- phone and says, “I’m announcing a deal in a Equally as important, the messages incor- pany strategy. There week. What can you do for me?” porated in all internal and external com- will also be questions With the clock ticking, patching togeth- munications must align with and support internally and external- er a communications plan becomes a mad the company’s overarching business strat- ly on matters of inte- Phil Denning dash to the finish line. You have seven days egy. A transformational merger or acqui- gration — how will the to figure out how to articulate: that a trans- sition, for example, may entirely shift the two entities integrate? Will there be layoffs? action is taking place; what it means for company’s strategy and create a whole new Any management changes? And vendors every company stakeholder; and why the set of issues that require explanation. On and customers will want to know about any deal is in the best interest of the organiza- the other hand, an opportunistic or bolt-on price or service changes. tion and then create a broad set of carefully acquisition requires a reiteration of why the The list of questions goes on from there. crafted documents that will deliver those deal is in line with the same strategy. The more prepared management is for the messages … all of which need to be ap- As communicators, our job is to not only communications of M&A, the better they proved by every cook in the crowded kitch- ensure that the terms of the deal are being can defend the deal and the faster they can en. The challenges are clear, and the risks accurately reported and manage the poten- create value. — speculation, fear, confusion, uncertainty tial for leaks, but to seed messages about Pick the right communication vehicles — are real. the strategic rationale and long-term im- How you communicate can be equally as In M&A’s fast-paced environment, there’s plications of the deal with the media and important as what and when you commu- a tendency to delay communications plan- the investment community. This is accom- nicate. Every organization is different, so ning until the deal is done, when it should plished through careful planning that re- how you communicate should be tailored actually be part of an ongoing strategy. quires the participation and support of the to your organization. M&A communications need to relay the management team. In today’s age of social media and smart- strategic rationale behind the deal and the Identify and analyze key stakeholders phones, there are a broad array of commu- long-term benefits for all stakeholders. To In the flurry surrounding a deal, it can nication vehicles available to us, from email effectively communicate the deal strategy be easy to focus on a small group of stake- to blog post to video. However, the right and how it fits into the overall vision for holders, such as the media or investors. communication vehicle is entirely depen- the company, planning needs to begin well However, it’s important to not overlook the dent on the company and its culture. in advance of the press release crossing the importance of sharing information with In addition, consider the tone and style wire. employees, customers and vendors, among in which you communicate. For instance, An M&A transaction brings about orga- others. While shareholders command top if memos from management to employees nizational change, and change naturally cre- priority for publicly listed companies, as are traditionally informal, replicate that ates uncertainty, anxiety and even fear. This they directly influence whether the deal style when communicating the merits of is a time for management to be crystal clear gets approved, every stakeholder the com- the transaction. Straying from the norm in its intentions for the deal and its broader pany touches will be seeking information can inadvertently signal new waves of strategic vision to inspire confidence and about how the transaction will impact change are soon to come and cause anxiety. ease concerns. To allay concerns, it’s im- them. There is an expectation of transpar- As the level of M&A activity continues portant to anticipate the differing views and ency among these parties that is critical to communications professionals should pro- motivations of varying stakeholders. The maintaining the trust that has been built-up actively align messaging with the business onus is on the newly combined company overtime. The end-goal for any transaction strategy, identify and analyze key stake- to convince all stakeholders — customers, is to create value — but if everyone isn’t on holders, think about the tough questions, partners, employees, shareholders, analysts board, much of that value gets lost or may and assess the right communication vehi- and the media — that any resulting change not be maximized. cles at your disposal. will ultimately be to their benefit and create Different constituencies may have differ- Phil Denning is Managing Director of value. Without proactive management of ent types of questions and may need to re- ICR. 

24 MAy 2015 | www.ODwyERPR.COM The role and importance of M&A communications REPORT Congloms post modest first-quarter PR gains Major conglomerates saw modest PR gains in the first quarter as currency volatility and sluggish European markets dogged growth. ad/PR conglom’s proxy statement. By Greg Hazley and Kevin McCauley His $1 million salary was fortified by a “Strong performance” at WPP PR He said Weber benefitted from robust de- $12.6 million cash payment under OMCs WPP’s PR and public affairs operations mand in healthcare, technology, consumer on-equity incentive compensation scheme. climbed 5.2% in the first quarter of 2015 to marketing, PA and corporate reputation. That amount rose 23.5% from the 2013 lev- $336 million as overall revenues at the ad/ IPG’s flagship enjoyed a “good balance” in el. PR conglomerate increased 8.3% to $4.2 bil- geographic growth and solid performanc- OMC’s board rewarded Wren for driving lion despite a slowdown in sales growth. es in its New York, Chicago, Boston, China “solid financial growth,” expanding client WPP said all regions except U.K. and West- and European operations. relationships and for his “direct leadership ern Europe grew PR and PA revenue and net Roth earned a 9.7% rise in ’14 total com- role with many of the company’s largest sales, singling out Burson-Marsteller, Penn pensation to $12.9 million as net soars global clients.” Schoen Berland and Cohn & Wolfe, which 74.7% to $505 million. Publicis organic growth inches ahead turned in a “strong performance.” The firm sweetened his $1.4 million base Publicis Groupe CEO Maurice Levy re- Currency fluctuations clouded a 0.9% gain salary with $6.4 million in stock awards, ports a better-than-expected 0.9% organic on a like-for-like basis in WPP’s PR opera- $4.7 million in non-equity incentive plan growth rate for French ad/PR combine. tions — Hill+Knowlton Strategies, Ogilvy comp, $383,000 in other payments and “This isn’t yet the growth rate we expect PR, Glover Park Group, among others — or $31,118 due to changes in pension plan val- to see out of Publicis Groupe, but is none- a 2.3% gain on a constant currency basis. ues. theless an encouraging return to growth,” WPP also said its Group SJR operation CFO/Executive VP Frank Mergenthaler he said in an April statement. showed strong growth in content develop- saw a 9.0% increase in total comp to $5.4 The $3.7 billion acquisition of Sapient and ment in the US market. million. favorable currency exchange rates powered U.S. revenues across WPP hut $1.5 billion At the May 21 annual meeting in New a 31.7% surge in sales to 2.1 million euros. for Q1, up 4.7%. York’s Paley Center for Media, IPG share- Levy attributed the organic growth to WPP noted continued recovery in the holders will get their first look at three new a thriving digital business, which was up U.S. and U.K. with signs of growth in Ger- board members who joined it as part of the 4.7%, and gains in healthcare. Digital gen- many, Spain and Italy, adding opportunities stand-still agreement hammered out with erates 50.2% of total revenues. are possible in Cuba, Egypt and Iran. Those Elliott Management. The firm struggled in the BRIC (Brazil, positives sit against geopolitical concerns They are Jon Miller, former CEO of News Russia, India China) and MISSAT (Mexi- in Syria, Yemen, Libya, Russia/Ukraine and Corp.’s digital group; Henry Miller, Chair of co, Indonesia, Singapore, South Africa and the possible exit of the U.K. or Greece from Marblegate Asset Management; and Debo- Turkey) regions as organic revenues slipped the European Union, a threat referred to as rah Ellinger, ex-CEO at Princeton Review 2.6%. “Grexit/Brexit.” and Wellness Pet Food. On the PR front, MSLGroup reported WPP reported debt of $4.5 billion against Omnicom PR, profit up in Q1 major gains form Alcon, 24 Hour Fitness, $1.4 billion in cash. Omnicom saw modest profit and PR Rover.com in the US; Michelin, AIG, Con- Interpublic shaves loss segment gains in the first quarter of 2015, forama and Elior in France; ThyssenKrupp, Interpublic on April 24 reported a $1.8 while revenue slipped nearly 1% to just un- ING and Niivea in Poland, BASF and Hen- million first-quarter loss, an improvement der $3.5 billion. kel in Brazil, and Alibaba and Belkin Inter- from the $20.9 million year ago deficit, on PR units like FleishmanHillard and national in China. a 2.4% rise in revenues to $1.7 billion. Or- Ketchum posted 1.7% growth in Q1 to Levy said Publicis is “ahead of the curve” ganic growth advanced 5.7%. $330.9 million, a 3.1% organic rise for the in positioning for the “blurring of boundar- CEO Michael Roth said the ad/PR com- period. Advertising ticked up 0.9% to $1.7 ies” occurring in every facet of the commu- bine posted “strong” organic growth of billion (+7.7% organically), and CRM fell nications business 5.7% during the period, which is well ahead 5% to $1.2 billion (+2.6% organically). He anticipates better organic growth of its three to four percent target for the full Net income rose 1.8% for the period to during the second-half and continued im- year. $209.1 million. provement in margin from now and 2018. He believes IPG’s “commitment to em- International revenues swing Omnicom “Turbulent” year for Huntsworth bedding digital capabilities and expertise negative for the quarter as a 7.3% decline to UK-based Hunstworth reported an $87 throughout its portfolio” is “consistent with $1.5 billion globally diluted a 4.6% gain to million loss for 2014 as revenue slipped to the changing dynamics of media usage and nearly $2 billion in the U.S. $242 million in an “unusually turbulent” consumer behavior.” OMC said debt minus cash and invest- year of “fundamental change” that saw the IPG’s constituency management group, ments sits at $3 billion. It shelled out $27.7 exit of CEO Peter Gummer, amid other which includes Weber Shandwick, and million for acquisitions during the first changes. Golin and DeVries, recorded a 1.6% rise in quarter, including digital shop TLGG and Hunstworth Chairman Derek Mapp, who organic growth. Foreign currency transla- web services firm Trakken in Germany, and took that post in December, said leadership tions delivered an $11.5 million hit to the a controlling interest in Mercury New Jer- changes at the holding company “have in- operation. sey. evitably been disruptive and distracting.” Weber CEO Andy Polansky said IPG’s PR Omnicom CEO John Wren received a Former Hill+Knowlton Strategies Chief operations posted “high single digit growth 33% hike in total compensation to $24 mil- Paul Taaffe took the CEO reins of Hunts- both organically and as reported.” lion during the past year, according to the worth in April. 

26 MAy 2015 | www.ODwyERPR.COM Congloms post modest first-quarter PR gains REPORT Tech PR exhibits exponential, relentless growth

Technology PR has expanded from an insular, specialized sector of communications to one of the industry’s most dynamic fields. A surge in new digital tools for disseminating content, the creation of that content itself, along with a new generation of tech sector titans and a steady parade of start-ups, have fueled this growth over the past few years and drawn in clients from far corners of the account diaspora, including lucrative work in healthcare, consumer products and public affairs. By Greg Hazley sked for the formulas key to their support greater economic growth, explains ing a scramble to recruit talent in a space success, nearly every tech chieftan Conte. “PR is no longer about choosing that was traditionally left to the advertising Asays investment in training — includ- from a menu of services but about discov- realm. ing the latest tech tools — recruiting and ering and planning for your clients and then While the large agencies like Edelman retaining talent is fundamental to success, recommending the proper strategies and and Burson-Marsteller have had creative as it is in nearly every business or corner of tactics for their needs,” she said. shops for years, it is only in the past year or the PR realm. As it turns out, tech’s unique so that the boundaries have dissipated and growth is attributed to myriad niches as well most agencies now have producers, design- as broad trends. Here are few we discovered. ers and other creatives integrated into their Boston’s Racepoint Global epitomizes media relations and marketing staffs. APCO tech’s dominance of late. The firm jumped Worldwide, the Washington-based PA and 14% in revenue in 2014 to top $27 million PR powerhouse that did more than $22 while staying on the cutting edge of tech- million in tech last year, in August nabbed nology and embracing fundamental media Howard Pulchin from Edelman for a new and stakeholder outreach. Its two-year-old post directing creative strategy for clients. proprietary FieldFacts service combines O’Dwyer’s technology PR rankings, pg. 30 As is now a typical mandate, Pulchin’s scope tech and human talent to identify influ- spans APCO’s PR, Studio One digital oper- encers and opinion leaders best suited for Tech + strategy + creative ation, and Strawberry Frog advertising op- receiving client communications. “Clients For MWWPR President and CEO Mi- erations. and prospects realize the importance of tar- chael Kempner, technology is a fundamen- Acquisitions fuel growth, reach geting the most impactful influencers and tal aspect of his firm’s integrated approach, No measure of tech PR’s growth is com- we are seeing a great rise in demand for the one that has helped the agency’s steady plete without noting the flurry of M&A technology,” said Racepoint Global Presi- climb up O’Dwyer’s top 10 of PR firms ($52 activity across PR in 2014. Dozens of firms dent Peter Prodromou. million, +8% in 2014, $19 million in tech). merged and gobbled up smaller shops to Racepoint’s roster spans every corner of Kempner said MWWPR in 2014 set out to gain specialties, increase market share, es- tech from IBM and AT&T to Mozilla and find new ways to expand expected thinking pecially overseas, and expand client rosters Appistry. in how a PR firm services its clients. That in- and tech was among the leading areas. Prodromou said his firm’s technology core cluded asking clients to identify their great- MWWPR acquired Braben Communica- now attracts major brands to the firm, which est challenges and opportunities in meeting tions, a 20-year-old London tech firm, in has also benefitted from an “enormous and their core business objectives — not simply November to grow its global footprint, ex- aggressive uptick” in the healthcare and life the short-term or narrow parameters and pand its client roster, and add more talent, sciences sectors. PhRMA, eClinicalWorks goals of a typical PR campaign — and using said Kempner. Finn Partners, in a similar and NaviNet are on the Racepoint those observations to create stroke, nabbed UK tech shop John- roster. stakeholder- and influenc- son King in October to strength- Digital commerce fuels hotwire er-driven strategic com- en its global reach in technology While the broad tide of tech- munications programs. and add pan-European tech staff nology communications has lifted Kempner said the firm in Paris, Munich and London, many boats, specialization also now pulls from the inter- said Finn Partners President Peter pays rewards. New York-based section of strategy, tech- Finn. Rapidly expanding Lewis Hotwire PR took a tremendous nology and creative to PR, one of the top independent leap forward in 2014, soaring produce maximum im- tech shops, picked up 50-staffer 47.7% to top $3 million in revenue pact — that means reach- China tech PR firm EBA Commu- Racepoint Global MWWPR CEO & with just 20 staffers. Associate Di- President ing every possible avenue. President nications, part of a bid to bolster its rector Christa Conte said digital Peter Prodromou “Brand reputations no Michael Kempner Asia operations. CEO Chris Lewis commerce — the infrastructure longer live in a silo, and said the firm has secured financing and tools that help consumers buy products in today’s digital world, companies must be for more acquisition growth in 2015 with an and services online — has been a key area visible across all channels in order to be rel- eye on a strong US market and greater in- of growth. evant,” he said. roads in Asia. And in a nod to tech’s reach From a small business looking to break Creative joins the team in other realms, Omnicom in December through or a major brand eager to reinvent As Kempner noted, creative work has acquired the tech-savvy DDC Advocacy in itself, the business of digital commerce in- been a major boon to tech PR, and PR at Washington, D.C., a 145-staffer firm led by cludes resourcing and payments, marketing large over the past two years. Most major several alums of Burson-Marsteller’s Direct and infrastructure, all coming together to firms have formed creative studios, spark- Impact operations. 

28 MAy 2015 | www.ODwyERPR.COM

RANKINGS OF PR FIRMS SPECIALIZING IN TECHNOLOGY

Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $265,147,553 37. 360 Public Relations, Boston, MA $1,025,679 2. Waggener Edstrom Comms., Bellevue, WA 65,341,000 38. Hunter PR, New York, NY 1,000,000 3. APCO Worldwide, Washington, DC 22,432,599 39. M/C/C, Inc., Dallas, TX 1,000,000 4. Racepoint Global, Boston, MA 20,314,597 40. Standing Partnership, St. Louis, MO 966,878 5. MWWPR, New York, NY 18,683,000 41. Moore Communications Group, Tallahassee, FL 913,118 6. Ruder Finn, New York, NY 17,180,890 42. Wise Public Relations, New York, NY 880,000 7. SparkPR, San Francisco, CA 16,424,750 43. Lambert, Edwards + Associates,Grand Rapids, MI 752,000 8. W2O Group, San Francisco, CA 16,175,000 44. North 6th Agency (N6A), New York, NY 737,260 9. Finn Partners, New York, NY 12,720,766 45. Seigenthaler, part of Finn Partners, Nashville, TN 711,130 10. Zeno Group, New York, NY 11,951,973 46. Feintuch Communications, New York, NY 507,916 11. LaunchSquad, San Francisco, CA 10,401,803 47. Rasky Baerlein Strategic Comms., Boston, MA 505,751 12. Hoffman Agency, The, San Jose, CA 10,270,000 48. rbb Public Relations, Miami, FL 483,392 13. Merritt Group, McLean, VA 9,751,230 49. RF | Binder Partners, New York, NY 391,257 14. SS|PR, Northfield, IL 9,085,050 50. Karbo Communications, San Francisco, CA 379,679 15. Fahlgren Mortine, Columbus, OH 7,739,983 51. Crosswind Media & Public Relations, Austin, TX 350,000 16. PadillaCRT, Minneapolis, MN 7,715,617 52. French | West | Vaughan, Raleigh, NC 300,000 17. HORN, San Francisco, CA 7,700,000 53. LANE, Portland, OR 281,121 18. Highwire PR, San Francisco, CA 7,563,904 54. Singer Associates, Inc., San Francisco, CA 276,877 19. Inkhouse Media + Marketing, Waltham, MA 7,394,447 55. Beehive PR, St. Paul, MN 270,325 20. Airfoil, Southfield, MI 7,170,140 56. Red Sky PR, Boise, ID 254,614 21. Bateman Group, San Francisco, CA 6,700,000 57. CooperKatz & Co., New York, NY 217,075 22. Pan Communications, Boston, MA 5,772,000 58. Public Communications Inc., Chicago, IL 210,595 23. 5W Public Relations, New York, NY 4,000,000 59. Hodges Partnership, The, Richmond, VA 204,000 24. G&S Business Communications, New York, NY 3,337,304 60. Schneider Associates, Boston, MA 200,650 25. Hotwire, New York, NY 3,121,032 61. Didit Communications, LLC, New York, NY 177,785 26. LEVICK, Washington, DC 2,859,114 62. Weiss PR, Baltimore, MD 175,000 27. Vantage PR, San Francisco, CA 2,807,707 63. BLAZE, Santa Monica, CA 168,438 28. Jackson Spalding, Atlanta, GA 2,429,641 64. O'Malley Hansen Communications, Chicago, IL 160,100

29. Coyne PR, Parsippany, NJ 2,133,037 65. McNeely Pigott & Fox Public Relations, Nashville, TN157,705 30. Peppercomm, New York, NY 2,109,779 66. Word Write Communications, Pittsburgh, PA 137,000 31. DVL, part of Finn Partners, Nashville, TN 1,931,689 67. Maccabee, Minneapolis, MN 113,450 32. Prosek Partners, New York, NY 1,900,000 68. Landis Communications, San Francisco, CA 100,000 33. Trevelino/Keller, Atlanta, GA 1,870,000 69. Konnect Public Relations, Los Angeles, CA 95,645 34. Idea Grove, Dallas, TX 1,866,941 70. Power Group, The, Dallas, TX 81,205 35. Gregory FCA, Ardmore, PA 1,370,000 71. Rosica, Paramus, NJ 55,234 36. Makovsky, New York, NY 1,100,000 72. CJ Public Relations, Southington, CT 54,000

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS SPECIALIZING IN TECHNOLOGY

Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $265,147,553 37. 360 Public Relations, Boston, MA $1,025,679 2. Waggener Edstrom Comms., Bellevue, WA 65,341,000 38. Hunter PR, New York, NY 1,000,000 3. APCO Worldwide, Washington, DC 22,432,599 39. M/C/C, Inc., Dallas, TX 1,000,000 4. Racepoint Global, Boston, MA 20,314,597 40. Standing Partnership, St. Louis, MO 966,878 5. MWWPR, New York, NY 18,683,000 41. Moore Communications Group, Tallahassee, FL 913,118 6. Ruder Finn, New York, NY 17,180,890 42. Wise Public Relations, New York, NY 880,000 7. SparkPR, San Francisco, CA 16,424,750 43. Lambert, Edwards + Associates,Grand Rapids, MI 752,000 8. W2O Group, San Francisco, CA 16,175,000 44. North 6th Agency (N6A), New York, NY 737,260 9. Finn Partners, New York, NY 12,720,766 45. Seigenthaler, part of Finn Partners, Nashville, TN 711,130 10. Zeno Group, New York, NY 11,951,973 46. Feintuch Communications, New York, NY 507,916 11. LaunchSquad, San Francisco, CA 10,401,803 47. Rasky Baerlein Strategic Comms., Boston, MA 505,751 12. Hoffman Agency, The, San Jose, CA 10,270,000 48. rbb Public Relations, Miami, FL 483,392 13. Merritt Group, McLean, VA 9,751,230 49. RF | Binder Partners, New York, NY 391,257 14. SS|PR, Northfield, IL 9,085,050 50. Karbo Communications, San Francisco, CA 379,679 15. Fahlgren Mortine, Columbus, OH 7,739,983 51. Crosswind Media & Public Relations, Austin, TX 350,000 16. PadillaCRT, Minneapolis, MN 7,715,617 52. French | West | Vaughan, Raleigh, NC 300,000 17. HORN, San Francisco, CA 7,700,000 53. LANE, Portland, OR 281,121 18. Highwire PR, San Francisco, CA 7,563,904 54. Singer Associates, Inc., San Francisco, CA 276,877 19. Inkhouse Media + Marketing, Waltham, MA 7,394,447 55. Beehive PR, St. Paul, MN 270,325 20. Airfoil, Southfield, MI 7,170,140 56. Red Sky PR, Boise, ID 254,614 21. Bateman Group, San Francisco, CA 6,700,000 57. CooperKatz & Co., New York, NY 217,075 22. Pan Communications, Boston, MA 5,772,000 58. Public Communications Inc., Chicago, IL 210,595 23. 5W Public Relations, New York, NY 4,000,000 59. Hodges Partnership, The, Richmond, VA 204,000 24. G&S Business Communications, New York, NY 3,337,304 60. Schneider Associates, Boston, MA 200,650 25. Hotwire, New York, NY 3,121,032 61. Didit Communications, LLC, New York, NY 177,785 26. LEVICK, Washington, DC 2,859,114 62. Weiss PR, Baltimore, MD 175,000 27. Vantage PR, San Francisco, CA 2,807,707 63. BLAZE, Santa Monica, CA 168,438 28. Jackson Spalding, Atlanta, GA 2,429,641 64. O'Malley Hansen Communications, Chicago, IL 160,100

29. Coyne PR, Parsippany, NJ 2,133,037 65. McNeely Pigott & Fox Public Relations, Nashville, TN157,705 30. Peppercomm, New York, NY 2,109,779 66. Word Write Communications, Pittsburgh, PA 137,000 31. DVL, part of Finn Partners, Nashville, TN 1,931,689 67. Maccabee, Minneapolis, MN 113,450 32. Prosek Partners, New York, NY 1,900,000 68. Landis Communications, San Francisco, CA 100,000 33. Trevelino/Keller, Atlanta, GA 1,870,000 69. Konnect Public Relations, Los Angeles, CA 95,645 34. Idea Grove, Dallas, TX 1,866,941 70. Power Group, The, Dallas, TX 81,205 35. Gregory FCA, Ardmore, PA 1,370,000 71. Rosica, Paramus, NJ 55,234 36. Makovsky, New York, NY 1,100,000 72. CJ Public Relations, Southington, CT 54,000

© Copyright 2015, J.R. O’Dwyer Co., Inc. REPORT Finance firms show PR industry where the money’s at A booming market, a news-cycle where stakeholders are informed immediately, and a client environment characterized by a demand “I think, for a long time, the financial ser- for a multiplicity of communications services, has financial PR and vices industry wouldn’t be called innovative investor relations companies seeing unprecedented growth. or dynamic, but it certainly is now, so we need innovative dynamic firms, and those By Jon Gingerich are the firms that are going to win.” he numbers speak for themselves. The neous nature of information today, there’s Dukas enters top 10 top 10 PR firms ranked in O’Dwyer’s a greater demand for companies that can New York-based Du- Tfinancial rankings took in a combined deliver those products and services,” Ryan kas Public Relations $165 million in finance-related net fees last continued. “A company’s fiduciary duty is climbed into the top year, up more than $20 million from the to increase holder value, and everything you 10 of O’Dwyer’s finan- year prior. communicate is going to have an effect on cial rankings for the Financial PR is still an emerging market. that value, so you need people who under- first time this year. The The difference today is that communicators stand it.” company now takes with a hand in the finance world now be- the number-eight slot, lieve financial services companies are finally boasting an impres- sive $4,543,306 in fi- Jennifer Prosek, seeing a communications plan as something Managing Partner, they can’t afford not to have. And they’re nance-related fees, a big Prosek Partners also seeking out PR firms for a wider array step from their num- of products and services than before. ber-11 position in 2014, ICR shows biggest gains where they revealed ICR revealed the most impressive finan- $3,741,809 in finance cial PR gains in O’Dwyer’s rankings this earnings. year. The company boasted finance-related O’Dwyer’s financial PR rankings, pg. 34 Dukas CEO & Chair- fees of $47,166,381 in 2014, an enormous man Richard Dukas surge from their $39,692,938 earnings the said the firm has no- year prior, and now places the firm virtually Prosek Partners goes on PR offensive ticed an increase in neck-and-neck with Edelman for financial In one of the most impressive gains this financial services com- PR earnings. year, Prosek Partners shot from the num- panies, both small and Dukas PR CEO ICR CEO Thomas Ryan acknowledged ber-five position in O’Dwyer’s 2014 finan- large, that now under- Richard Dukas the firm “really had an amazing year,” and cial rankings to a coveted number-three stand the value of hav- cited significant growth in ICR’s corporate spot this year, boasting $15,900,000 in fi- ing a PR strategy, and the need to employ a communications practice and a prolific run nance-related net fees, a gain of nearly $3.5 specialized agency to execute it. As a result, on new client wins as reasons for the firm’s million from the year prior. Dukas said he expects to see more financial success. Ryan also said the last year was es- Jennifer Prosek, Managing Partner at Pro- services companies embracing PR as an in- pecially robust in terms of IPO activity. sek Partners, cited a healthy economy and tegral part of their brand building and mar- In its beginnings, Ryan said ICR was es- global growth in the financial services sec- keting efforts. sentially an investor relations firm. The tor as reasons for the success. Prosek also “Financial services companies, especially company has continued to build upon its in- noted another theme at play, one particular- asset management firms, are in a very com- vestor relations roots, but today is also rec- ly present in the asset management world, petitive environment. In order to thrive, ognized as a multifaceted communications an emerging market she referred to as the they need to show innovation and differen- partner and strategic advisor that is regular- “market of markets.” tiation not only in their products but also ly sought out for media relations, crisis and “There’s this whole group of financial com- in how they interact with their customers M&A communications. When you combine panies, particularly in asset management, and the public at large,” Dukas said. “This multiple client wins with an increased client who had never really taken their marketing is where strategic communications plays an demand for more financial products and seriously, but suddenly now they are. It’s like extremely important role, especially these services, it’s a perfect storm. the whole thing is bursting open,” Pro- days, because social and digital media can “What we’re seeing now versus sek said. “A lot of financial services carry your message to a larger and more di- several years ago is that it used to companies used to hire PR only for verse audience.” be, clients would come to us for defensive reasons, but now we’re see- Dukas said he’s witnessed a notable in- IR, but now it’s IPOs, audits, pre- ing them go to PR for the offensive crease in inbound inquiries from hedge sentation training, crisis. Clients reasons as well, in areas like media funds and private equity firms. He also are coming to us for multiple ser- relations. Financial services compa- expects to see more financial services com- vices instead of just one service,” nies now realize there are things you panies using PR to create and publish their Ryan said. can’t control but there are things you own content, whether it’s research, videos, “Our mindset has always been can, and for the first time they’re in- op-eds or blogs that speak to their audience. that any volatility a company ICR CEO terested in products and services that “I think this part of the industry in par- is going to experience is going Thomas Ryan play to their strengths.” ticular is recognizing that they need to do to involve communicating that Prosek also said she’s seen particu- a better job of explaining what they do and volatility to the finance community and lar growth in the M&A market, as well as why it’s important,” Dukas said. “They’ve let the finance media, and given the instanta- IPOs and investor relations. others tell their stories for too long now. 

32 MAy 2015 | www.ODwyERPR.COM

RANKINGS OF PR FIRMS SPECIALIZING IN FINANCE

Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $47,575,447 26. Inkhouse Media + Marketing, Waltham, MA $541,057

2. ICR, New York, NY 47,166,381 27. Beehive PR, St. Paul, MN 506,431

3. Prosek Partners, New York, NY 15,900,000 28. rbb Public Relations, Miami, FL 492,188

4. Ruder Finn, New York, NY 14,891,764 29. LaunchSquad, San Francisco, CA 491,000

5. APCO Worldwide, Washington, DC 13,686,422 30. Finn Partners, New York, NY 409,560

6. Peppercomm, New York, NY 6,967,868 31. Crosswind Media & Public Relations, Austin, TX 350,000

7. MWWPR, New York, NY 5,900,000 32. Seigenthaler, part of Finn Partners, Nashville, TN 301,140 8. Dukas Public Relations, New York, NY 4,543,306 33. Trevelino/Keller, Atlanta, GA 300,000 9. RF | Binder Partners, New York, NY 4,095,824 34. French | West | Vaughan, Raleigh, NC 298,225 10. Intermarket Communications, New York, NY 3,815,447 35. North 6th Agency (N6A), New York, NY 189,285 11. Gregory FCA, Ardmore, PA 3,710,000 36. McNeely Pigott & Fox Public Relations, Nashville, TN 185,424 12. Makovsky, New York, NY 3,650,000 37. Feintuch Communications, New York, NY 156,730 13. G&S Business Communications, New York, NY 2,514,053 38. Landis Communications, San Francisco, CA 150,000 14. Bliss Integrated Communication, New York, NY 2,229,000 39. Marketing Maven Public Relations, Camarillo, CA 143,787 15. PadillaCRT, Minneapolis, MN 1,773,478 40. Butler Associates, New York, NY 113,360 16. Lambert, Edwards + Associates, Grand Rapids, MI 1,770,000 41. IW Group, West Hollywood, CA 100,000 17. SS|PR, Northfield, IL 1,397,700 42. M/C/C, Inc., Dallas, TX 100,000 18. CooperKatz & Co., New York, NY 1,085,856 43. Moore Communications Group, Tallahassee, FL 78,398 19. Zeno Group, New York, NY 1,078,005

44. Rosica, Paramus, NJ 58,015 20. LANE, Portland, OR 1,053,090

21. LEVICK, Washington, DC 1,052,572 45. Weiss PR, Baltimore, MD 54,500

22. Sachs Media Group, Tallahassee, FL 892,584 46. Maccabee, Minneapolis, MN 42,015

23. Rasky Baerlein Strategic Comms., Boston, MA 783,045 47. Standing Partnership, St. Louis, MO 35,490

24. Jackson Spalding, Atlanta, GA 668,320 48. Schneider Associates, Boston, MA 20,000

25. KCD Public Relations, Inc., San Diego, CA 613,263 49. SPM Communications, Dallas, TX 16,065

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS SPECIALIZING IN FINANCE

Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $47,575,447 26. Inkhouse Media + Marketing, Waltham, MA $541,057

2. ICR, New York, NY 47,166,381 27. Beehive PR, St. Paul, MN 506,431

3. Prosek Partners, New York, NY 15,900,000 28. rbb Public Relations, Miami, FL 492,188

4. Ruder Finn, New York, NY 14,891,764 29. LaunchSquad, San Francisco, CA 491,000

5. APCO Worldwide, Washington, DC 13,686,422 30. Finn Partners, New York, NY 409,560

6. Peppercomm, New York, NY 6,967,868 31. Crosswind Media & Public Relations, Austin, TX 350,000

7. MWWPR, New York, NY 5,900,000 32. Seigenthaler, part of Finn Partners, Nashville, TN 301,140 8. Dukas Public Relations, New York, NY 4,543,306 33. Trevelino/Keller, Atlanta, GA 300,000 9. RF | Binder Partners, New York, NY 4,095,824 34. French | West | Vaughan, Raleigh, NC 298,225 10. Intermarket Communications, New York, NY 3,815,447 35. North 6th Agency (N6A), New York, NY 189,285 11. Gregory FCA, Ardmore, PA 3,710,000 36. McNeely Pigott & Fox Public Relations, Nashville, TN 185,424 12. Makovsky, New York, NY 3,650,000 37. Feintuch Communications, New York, NY 156,730 13. G&S Business Communications, New York, NY 2,514,053 38. Landis Communications, San Francisco, CA 150,000 14. Bliss Integrated Communication, New York, NY 2,229,000 39. Marketing Maven Public Relations, Camarillo, CA 143,787 15. PadillaCRT, Minneapolis, MN 1,773,478 40. Butler Associates, New York, NY 113,360 16. Lambert, Edwards + Associates, Grand Rapids, MI 1,770,000 41. IW Group, West Hollywood, CA 100,000 17. SS|PR, Northfield, IL 1,397,700 42. M/C/C, Inc., Dallas, TX 100,000 18. CooperKatz & Co., New York, NY 1,085,856 43. Moore Communications Group, Tallahassee, FL 78,398 19. Zeno Group, New York, NY 1,078,005

44. Rosica, Paramus, NJ 58,015 20. LANE, Portland, OR 1,053,090

21. LEVICK, Washington, DC 1,052,572 45. Weiss PR, Baltimore, MD 54,500

22. Sachs Media Group, Tallahassee, FL 892,584 46. Maccabee, Minneapolis, MN 42,015

23. Rasky Baerlein Strategic Comms., Boston, MA 783,045 47. Standing Partnership, St. Louis, MO 35,490

24. Jackson Spalding, Atlanta, GA 668,320 48. Schneider Associates, Boston, MA 20,000

25. KCD Public Relations, Inc., San Diego, CA 613,263 49. SPM Communications, Dallas, TX 16,065

© Copyright 2015, J.R. O’Dwyer Co., Inc. REPORT Healthcare PR firms ace fee income check-up

O’Dwyer’s healthcare PR firms enjoyed robust growth during 2014 ed new clients including Sucampo. as each of the Top Ten ranked-firms posted solid gains in net fees. “Clients are responding very positively to our ‘Unlimited’ offer because we have a By Kevin McCauley shared creative philosophy, common tools, with unlimited thinking at its core,” noted delman, which topped the list, showed W2O thinks start-up mode Bird. “We are easy to work and we are seam- 19.4% growth to $136.6 million as it Weiss said though W2O employs more lessly bringing together consultants and dis- Eexpanded its “pharmaceutical portfo- than 400 people and has acquired scale and cipline experts from anywhere across our lio with new marketing assignments as well critical mass after 15 years in business, man- group to help clients solve their business as meeting demand for digital solutions, agement still views the firm as a start-up. problems.” market access, public affairs, employment “Fueled by proprietary software-enabled engagement, issues and corporate work products and services, we are now evolving for key clients such AstraZeneca, Novartis, into a software and services as a service firm Roche and Shire,” according to Kym White, focused on strategically targeting key influ- the firm’s Global Health Chair. encers most efficiently with agile, shareable W2O Group, the second biggest health content that creates desired business out- firm, chalked up an 8.9% advance in fees to comes,” said Weiss. $62.2 million. “The past year was our best in W2O “pragmatically disrupts the status terms of digesting the growth of the last five quo for ourselves and clients as we hire, re- years, implementing stronger processes and tain and develop the smartest people and do infrastructure to focus on activities that will the most creative impactful work for such O’Dwyer’s rakings of healthcare PR, pg. 38 give us a competitive edge and increase val- clients as HP, Intel, Verizon, Merck, ue to clients in the next five years,” Pfizer, Gilead, P&G, Medtronic, The firm’s momentum continues this year. said Jim Weiss, CEO. Genentech, Roche, Novartis, GSK Cooney Waters added the National Associ- The San Francisco-based firm and Genomic Health,” said the ation of Counties Justice Center to support “introduced new capabilities that CEO. the launch of a national initiative to reduce grew our foundational healthcare Cooney Waters rebrands the number of people with mental illnesses and growing technology practic- During 2014, Cooney Waters in jail. es, based on market needs and a Group rebranded as Cooney Wa- ReviveHealth adds people, clients strong desire to partner with cli- ters Unlimited to underline its “A big part of our success story,” said Re- ents in deeper, more meaningful position as part of the specialist viveHealth CEO Brandon Edwards, “is the ways,” added Weiss. Kym White, expertise of Health Unlimited transformation we’ve made from tradi- Crosby Marketing Communica- Global Sector Chair, brand, an integrated healthcare tional PR to a truly integrated marketing tions of Annapolis, which ranked Health, Edelman agency that is a part of UK-based communication agency intentionally and No. 9, registered the biggest per- Creston Unlimited. purpose-built to deliver innovative, digital- centage gain, a 66.7% surge to $8 “Most of our growth has been ly-savvy marketing communication cam- million. Nashville’s ReviveHealth achieved through a focused, col- paigns for our clients. Healthcare is inno- followed with a 64.1% increase in laborative cross-company busi- vating like crazy, and so are we.” fees to $8.8 million, while Wash- ness development approach,” said In 2014, ReviveHealth added 42 new cli- ington’s Spectrum spurted ahead CEO Tim Bird. “That resulted in ents (notably, athenahealth, Valence Health, 31.1% to $8.1 million. new clients including the Center Accolade, Steelcase and Amedisys), 23 new Edelman expands wellness to Advance Palliative Care, Par- professionals, expanded digital and creative White said Edelman stepped ent Project Muscular Dystrophy services capabilities, and opened an office in up its push into the wellness cat- Brandon Edwards, and a new HIV prevention client Minneapolis (the firm’s third). egory, most notably launching the CEO of at the US Centers for Disease for Spectrum opens in WTC “Lung Force” campaign for the ReviveHealth Disease Control and Prevention.” In the aftermath of Spectrum’s solid 2014 American Lung Assoc. to educate The firm continued significant performance, CEO John Seng opened an women about lung cancer. It also engagements with long-term office in New York’s World Trade Center handled the American Well-Being clients such as Alere, Gilead Sci- complex. Study, which explored how differ- ences, National Foundation for “Spectrum’s culture and our approach to ent demographic groups define Infectious Diseases, National science and storytelling attract top talent and achieve well-being in their Meningitis Association, UCB, who in turn draw dynamic clients to the lives. Inc. and United Nations agency firm,” said Spectrum President Jonathan On the non-pharma sector, the Water Supply and Sanitation Col- Wilson in announcing the March opening. No. 1 firm was involved with CVS laborative Council. The new outpost is expected to attract “new Quits!, the drug store chain’s deci- Jim Weiss, CEO DJM Unlimited, Cooney Wa- talent and ideas to Spectrum and put it clos- sion to stop selling tobacco prod- of W2O Group ters’ U.S. digital communications er to clients in New York and New Jersey,” ucts in its retail pharmacies, and service, added ongoing new client according to Seng. the continuation of the American Heart As- engagements with Sucampo, Bayer, and As- The firm has worked for clients such as sociation’s “Go Red for Women” campaign. traZeneca; and Clearpath Health Commu- Genomic Health, CropLife America, Roche Edelman Health has more than 600 staff- nications, an offering with Russo Partners Diagnostics, Procter & Gamble and St. Jude ers. focused on small to mid-size biotechs add- Children’s Research Hospital. 

36 MAy 2015 | www.ODwyERPR.COM Healthcare PR firms ace fee income check-up RANKINGS OF PR FIRMS SPECIALIZING IN HEALTHCARE

Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $136,615,173 37. LaVoieHealthScience, Boston, MA $1,257,575

2. W2O Group, San Francisco, CA 62,203,000 38. McNeely Pigott & Fox Public Relations, Nashville, TN 1,071,032 3. Ruder Finn, New York, NY 29,293,412 39. Pan Communications, Boston, MA 936,000 4. APCO Worldwide, Washington, DC 27,747,903 40. L.C. Williams & Associates, Chicago, IL 933,829 5. Cooney/Waters Group, New York, NY 15,438,041 41. Seigenthaler, part of Finn Partners, Nashville, TN 915,534 6. ReviveHealth, Nashville, TN 8,780,000 42. Standing Partnership, St. Louis, MO 895,513 7. Makovsky, New York, NY 8,450,000 43. Gregory FCA, Ardmore, PA 710,000 8. Spectrum, Washington, DC 8,085,455 44. Beehive PR, St. Paul, MN 703,473 9. Crosby, Annapolis, MD 8,021,268 45. CooperKatz & Co., New York, NY 561,216 7,475,573 10. Zeno Group, New York, NY 46. Bliss Integrated Communication, New York, NY 551,000 11. Dodge Communications, Alpharetta, GA 6,957,425 47. Rosica, Paramus, NJ 542,819 12. Waggener Edstrom Comms., Bellevue, WA 6,117,000 48. Highwire PR, San Francisco, CA 493,243 13. Jarrard Phillips Cate & Hancock, Brentwood, TN 6,092,616 49. Crosswind Media & Public Relations, Austin, TX 437,500 14. GYMR, Washington, DC 6,004,742 50. Merritt Group, McLean, VA 435,000 15. PadillaCRT, Minneapolis, MN 5,609,562 51. Jackson Spalding, Atlanta, GA 374,260 16. Racepoint Global, Boston, MA 5,212,400 52. Trevelino/Keller, Atlanta, GA 360,000 17. JPA Health Communications, Washington, DC 4,630,541 53. BLAZE, Santa Monica, CA 336,874 18. Rasky Baerlein Strategic Comms., Boston, MA 3,950,279 54. rbb Public Relations, Miami, FL 305,838 19. Finn Partners, New York, NY 3,679,144 55. Schneider Associates, Boston, MA 299,840 20. Coyne PR, Parsippany, NJ 3,657,459 56. Marketing Maven Public Relations, Camarillo, CA 240,426 21. Public Communications Inc., Chicago, IL 3,565,873 57. Landis Communications, San Francisco, CA 200,000 22. MWWPR, New York, NY 3,500,000 58. Maccabee, Minneapolis, MN 180,620 23. 5W Public Relations, New York, NY 3,400,000 59. Perry Communications Group, Sacramento, CA 162,403 24. Kyne, New York, NY 3,096,952 60. Power Group, The, Dallas, TX 132,371 25. MCS Healthcare Public Relations, Bedminster, NJ 2,848,364 61. Word Write Communications, Pittsburgh, PA 126,000 26. RF | Binder Partners, New York, NY 2,526,188 62. Didit Communications, LLC, New York, NY 102,184 27. Seven Twenty Strategies, Washington, DC 2,498,074 Idea Grove, Dallas, TX 101,684 28. Hunter PR, New York, NY 2,000,000 63. 29. Moore Communications Group, Tallahassee, FL 1,774,103 64. North 6th Agency (N6A), New York, NY 59,723 30. Singer Associates, Inc., San Francisco, CA 1,702,290 65. CJ Public Relations, Southington, CT 58,090 31. LEVICK, Washington, DC 1,630,468 66. O’Malley Hansen Communications, Chicago, IL 48,000

32. Lambert, Edwards +Associates, Grand Rapids, MI 1,477,000 67. Red Sky PR, Boise, ID 42,929 33. SS|PR, Northfield, IL 1,397,700 68. LaunchSquad, San Francisco, CA 40,000 34. Sachs Media Group, Tallahassee, FL 1,389,839 69. Weiss PR, Baltimore, MD 31,000 35. DVL, part of Finn Partners, Nashville, TN 1,363,529 70. IW Group, West Hollywood, CA 10,000 36. French | West | Vaughan, Raleigh, NC 1,300,000 71. SPM Communications, Dallas, TX 8,960

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS SPECIALIZING IN HEALTHCARE

Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $136,615,173 37. LaVoieHealthScience, Boston, MA $1,257,575

2. W2O Group, San Francisco, CA 62,203,000 38. McNeely Pigott & Fox Public Relations, Nashville, TN 1,071,032 3. Ruder Finn, New York, NY 29,293,412 39. Pan Communications, Boston, MA 936,000 4. APCO Worldwide, Washington, DC 27,747,903 40. L.C. Williams & Associates, Chicago, IL 933,829 5. Cooney/Waters Group, New York, NY 15,438,041 41. Seigenthaler, part of Finn Partners, Nashville, TN 915,534 6. ReviveHealth, Nashville, TN 8,780,000 42. Standing Partnership, St. Louis, MO 895,513 7. Makovsky, New York, NY 8,450,000 43. Gregory FCA, Ardmore, PA 710,000 8. Spectrum, Washington, DC 8,085,455 44. Beehive PR, St. Paul, MN 703,473 9. Crosby, Annapolis, MD 8,021,268 45. CooperKatz & Co., New York, NY 561,216 7,475,573 10. Zeno Group, New York, NY 46. Bliss Integrated Communication, New York, NY 551,000 11. Dodge Communications, Alpharetta, GA 6,957,425 47. Rosica, Paramus, NJ 542,819 12. Waggener Edstrom Comms., Bellevue, WA 6,117,000 48. Highwire PR, San Francisco, CA 493,243 13. Jarrard Phillips Cate & Hancock, Brentwood, TN 6,092,616 49. Crosswind Media & Public Relations, Austin, TX 437,500 14. GYMR, Washington, DC 6,004,742 50. Merritt Group, McLean, VA 435,000 15. PadillaCRT, Minneapolis, MN 5,609,562 51. Jackson Spalding, Atlanta, GA 374,260 16. Racepoint Global, Boston, MA 5,212,400 52. Trevelino/Keller, Atlanta, GA 360,000 17. JPA Health Communications, Washington, DC 4,630,541 53. BLAZE, Santa Monica, CA 336,874 18. Rasky Baerlein Strategic Comms., Boston, MA 3,950,279 54. rbb Public Relations, Miami, FL 305,838 19. Finn Partners, New York, NY 3,679,144 55. Schneider Associates, Boston, MA 299,840 20. Coyne PR, Parsippany, NJ 3,657,459 56. Marketing Maven Public Relations, Camarillo, CA 240,426 21. Public Communications Inc., Chicago, IL 3,565,873 57. Landis Communications, San Francisco, CA 200,000 22. MWWPR, New York, NY 3,500,000 58. Maccabee, Minneapolis, MN 180,620 23. 5W Public Relations, New York, NY 3,400,000 59. Perry Communications Group, Sacramento, CA 162,403 24. Kyne, New York, NY 3,096,952 60. Power Group, The, Dallas, TX 132,371 25. MCS Healthcare Public Relations, Bedminster, NJ 2,848,364 61. Word Write Communications, Pittsburgh, PA 126,000 26. RF | Binder Partners, New York, NY 2,526,188 62. Didit Communications, LLC, New York, NY 102,184 27. Seven Twenty Strategies, Washington, DC 2,498,074 Idea Grove, Dallas, TX 101,684 28. Hunter PR, New York, NY 2,000,000 63. 29. Moore Communications Group, Tallahassee, FL 1,774,103 64. North 6th Agency (N6A), New York, NY 59,723 30. Singer Associates, Inc., San Francisco, CA 1,702,290 65. CJ Public Relations, Southington, CT 58,090 31. LEVICK, Washington, DC 1,630,468 66. O’Malley Hansen Communications, Chicago, IL 48,000

32. Lambert, Edwards +Associates, Grand Rapids, MI 1,477,000 67. Red Sky PR, Boise, ID 42,929 33. SS|PR, Northfield, IL 1,397,700 68. LaunchSquad, San Francisco, CA 40,000 34. Sachs Media Group, Tallahassee, FL 1,389,839 69. Weiss PR, Baltimore, MD 31,000 35. DVL, part of Finn Partners, Nashville, TN 1,363,529 70. IW Group, West Hollywood, CA 10,000 36. French | West | Vaughan, Raleigh, NC 1,300,000 71. SPM Communications, Dallas, TX 8,960

© Copyright 2015, J.R. O’Dwyer Co., Inc.

Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees

RANKINGS OF PR FIRMS SPECIALIZING IN AGRICULTURE Entertainment cont. RANKINGS OF PR FIRMS SPECIALIZING IN HOME FURNISHINGS Travel cont. 26. Seigenthaler, part of Finn Partners, Nashville, TN 389,057 1. G&S Business Communications, New York, NY $15,125,851 11. Coyne PR, Parsippany, NJ 622,905 1. Edelman, New York, NY $74,094,227 27. 2. PadillaCRT, Minneapolis, MN 4,894,676 12. 360 Public Relations, Boston, MA 555,659 2. Zeno Group, New York, NY 5,921,316 Malen Yantis Public Relations, Vail, CO 335,820 3. Edelman, New York, NY 3,985,511 13. French | West | Vaughan, Raleigh, NC 505,100 3. G&S Business Communications, New York, NY 4,461,174 28. McNeely Pigott & Fox Public Relations, Nashville, TN 297,883 4. Peppercomm, New York, NY 1,134,309 14. M/C/C, Inc., Dallas, TX 500,000 4. L.C. Williams & Associates, Chicago, IL 3,144,384 29. Sachs Media Group, Tallahassee, FL 282,035 5. Standing Partnership, St. Louis, MO 811,465 15. rbb Public Relations, Miami, FL 498,323 5. 360 Public Relations, Boston, MA 2,557,173 30. Moore Communications Group, Tallahassee, FL 150,757 6. LEVICK, Washington, DC 390,392 16. IW Group, West Hollywood, CA 451,000 6. PadillaCRT, Minneapolis, MN 1,165,367 31. Red Sky PR, Boise, ID 118,414 7. Fahlgren Mortine, Columbus, OH 313,658 17. CooperKatz & Co., New York, NY 349,929 7. Hunter PR, New York, NY 1,000,000 32. North 6th Agency (N6A), New York, NY 87,989 8. Red Sky PR, Boise, ID 134,179 18. Zeno Group, New York, NY 275,455 8. Jackson Spalding, Atlanta, GA 879,343 33. Hodges Partnership, The, Richmond, VA 84,000 9. French | West | Vaughan, Raleigh, NC 100,000 19. LEVICK, Washington, DC 259,864 9. Finn Partners, New York, NY 662,892 24. Marketing Maven Public Relations, Camarillo, CA 51,985 10. O’Malley Hansen Communications, Chicago, IL 84,600 20. Singer Associates, Inc., San Francisco, CA 241,612 10. Lou Hammond & Associates, New York, NY 522,310 35. Standing Partnership, St. Louis, MO 50,360 11. Didit Communications, LLC, New York, NY 48,758 21. PadillaCRT, Minneapolis, MN 235,309 11. LaunchSquad, San Francisco, CA 412,000 36. Schneider Associates, Boston, MA 28,500 22. McNeely Pigott & Fox Public Relations, Nashville, TN 225,090 12. Konnect Public Relations, Los Angeles, CA 307,011 37. Singer Associates, Inc., San Francisco, CA 19,949 RANKINGS OF PR FIRMS SPECIALIZING IN BEAUTY & FASHION 23. andis Communications, San Francisco, CA 125,000 13. SS|PR, Northfield, IL 279,540 38. Didit Communications, LLC, New York, NY 18,520 1. Edelman, New York, NY $16,662,485 24. SPM Communications, Dallas, TX 102,560 14. McNeely Pigott & Fox Public Relations, Nashville, TN 276,899 39. 25. North 6th Agency (N6A), New York, NY 80,326 Maccabee, Minneapolis, MN 4,000 2. Ruder Finn, New York, NY 7,504,455 15. French | West | Vaughan, Raleigh, NC 275,000 26. Marketing Maven Public Relations, Camarillo, CA 77,693 3. French | West | Vaughan, Raleigh, NC 4,297,243 16. Rosica, Paramus, NJ 206,049 RANKINGS OF PR FIRMS SPECIALIZING IN ENVIRONMENTAL 27. AMP3 Public Relations, New York, NY 68,813 4. 5W Public Relations, New York, NY 3,800,000 17. Pan Communications, Boston, MA 156,000 & PUBLIC AFFAIRS 5. Turner PR, a Fahlgren Mortine company, New York, NY 28. Rosica, Paramus, NJ 44,000 2,072,791 18. Landis Communications, San Francisco, CA 120,000 6. Coyne PR, Parsippany, NJ 1,697,153 29. Maccabee, Minneapolis, MN 42,900 19. Marketing Maven Public Relations, Camarillo, CA 105,790 1. APCO Worldwide, Washington, DC $29,604,799 7. Zeno Group, New York, NY 1,502,188 30. Schneider Associates, Boston, MA 35,000 20. Beehive PR, St. Paul, MN 93,906 2. Edelman, New York, NY 17,064,414 8. SPM Communications, Dallas, TX 740,452 31. Standing Partnership, St. Louis, MO 24,241 21. Didit Communications, LLC, New York, NY 91,128 3. Davies, Santa Barbara, CA 9,992,391 9. LaunchSquad, San Francisco, CA 730,000 32. Power Group, The, Dallas, TX 19,500 22. Coyne PR, Parsippany, NJ 67,199 4. Finn Partners, New York, NY 6,000,645 10. Beehive PR, St. Paul, MN 668,221 33. Didit Communications, LLC, New York, NY 12,523 23. O’Malley Hansen Communications, Chicago, IL 51,800 5. Cerrell Associates, Los Angeles, CA 5,015,110 11. Finn Partners, New York, NY 584,681 Maccabee, Minneapolis, MN 41,495 6. Singer Associates, Inc., San Francisco, CA 3,336,240 12. Current, Chicago, IL 532,966 RANKINGS OF PR FIRMS SPECIALIZING IN SPORTS & LEISURE 24. 13. Inkhouse Media + Marketing, Waltham, MA 450,880 25. Trevelino/Keller, Atlanta, GA 25,000 7. Rasky Baerlein Strategic Comms., Boston, MA 3,281,242 14. Style House PR, New York, NY 408,062 1. Taylor, New York, NY $10,365,000 26. CJ Public Relations, Southington, CT 5,075 8. MWWPR, New York, NY 3,075,000 15. Marketing Maven Public Relations, Camarillo, CA 352,831 2. French | West | Vaughan, Raleigh, NC 5,447,959 9. Fiona Hutton & Associates, Los Angeles, CA 3,070,243 16. O’Malley Hansen Communications, Chicago, IL 340,600 3. Edelman, New York, NY 4,120,939 RANKINGS OF PR FIRMS SPECIALIZING IN TRAVEL 10. LEVICK, Washington, DC 2,202,002 17. 360 Public Relations, Boston, MA 296,844 4. Ruder Finn, New York, NY 3,585,191 1. Edelman, New York, NY $21,629,346 11. Sachs Media Group, Tallahassee, FL 2,179,867 18. LEVICK, Washington, DC 221,032 5. Coyne PR, Parsippany, NJ 1,720,937 2. Zimmerman Agency, Tallahassee, FL 9,600,000 12. Seven Twenty Strategies, Washington, DC 2,006,379 19. RF | Binder Partners, New York, NY Racepoint Global, Boston, MA 194,021 6. 1,210,500 3. Development Counsellors Int’l (DCI), New York, NY 9,079,895 13. Lambert, Edwards + Associates, Grand Rapids, MI 1,987,000 20. Peppercomm, New York, NY 177,755 7. Jackson Spalding, Atlanta, GA 895,189 4. Finn Partners, New York, NY 6,719,632 14. Perry Communications Group, Sacramento, CA 1,415,987 21. Pan Communications, Boston, MA 156,000 8. LEVICK, Washington, DC 646,985 5. Lou Hammond & Associates, New York, NY 6,225,729 15. Crosby, Annapolis, MD 1,041,331 22. AMP3 Public Relations, New York, NY 151,423 9. CooperKatz & Co., New York, NY 513,758 6. Turner PR, a Fahlgren Mortine company, New York, NY 4,755,329 16. Peppercomm, New York, NY 995,882 23. Rosica, Paramus, NJ 140,831 10. SS|PR, Northfield, IL 419,310 7. J Public Relations, San Diego, CA 3,940,637 17. PadillaCRT, Minneapolis, MN 994,850 24. Jackson Spalding, Atlanta, GA 100,022 11. BLAZE, Santa Monica, CA 336,874 8. Nancy J. Friedman Public Relations, New York, NY 3,542,000 18. Public Communications Inc., Chicago, IL 928,908 25. Power Group, The, Dallas, TX 78,473 12. rbb Public Relations, Miami, FL 321,563 9. Hawkins Int’l, Inc., New York, NY 3,199,352 19. CooperKatz & Co., New York, NY 769,798 26. IW Group, West Hollywood, CA 64,000 13. Konnect Public Relations, Los Angeles, CA 307,011 MWWPR, New York, NY 2,663,000 20. Butler Associates, New York, NY 712,457 27. Maccabee, Minneapolis, MN 57,323 14. Sachs Media Group, Tallahassee, FL 280,895 10. 28. Trevelino/Keller, Atlanta, GA 21. McNeely Pigott & Fox Public Relations, Nashville, TN 690,377 50,000 15. Finn Partners, New York, NY 275,301 11. Zeno Group, New York, NY 2,657,774 29. McNeely Pigott & Fox Public Relations, Nashville, TN 22,000 22. Schneider Associates, Boston, MA 432,844 16. Peppercomm, New York, NY 224,970 12. French | West | Vaughan, Raleigh, NC 2,476,669 30. PadillaCRT, Minneapolis, MN 21,025 23. French | West | Vaughan, Raleigh, NC 300,000 17. 360 Public Relations, Boston, MA 162,749 13. Quinn, New York, NY 2,457,212 31. Didit Communications, LLC, New York, NY 17,800 24. Seigenthaler, part of Finn Partners, Nashville, TN 291,091 18. Trevelino/Keller, Atlanta, GA 120,000 14. APCO Worldwide, Washington, DC 2,330,990 15. Jackson Spalding, Atlanta, GA 2,201,807 25. Moore Communications Group, Tallahassee, FL 277,104 RANKINGS OF PR FIRMS SPECIALIZING IN 19. PadillaCRT, Minneapolis, MN 111,898 ENTERTAINMENT 26. Jackson Spalding, Atlanta, GA 20. Rasky Baerlein Strategic Communications, Boston, MA 97,920 16. rbb Public Relations, Miami, FL 1,646,927 261,776 1. Edelman, New York, NY $14,177,296 21. LaunchSquad, San Francisco, CA 95,000 17. 5W Public Relations, New York, NY 1,500,000 27. Zeno Group, New York, NY 158,331 2. Finn Partners, New York, NY 6,363,509 22. APCO Worldwide, Washington, DC 93,957 18. Coyne PR, Parsippany, NJ 976,602 28. Landis Communications, San Francisco, CA 150,000 3. MWWPR, New York, NY 5,777,000 23 Rosica, Paramus, NJ 89,794 19. PadillaCRT, Minneapolis, MN 895,954 29. IW Group, West Hollywood, CA 142,000 4. Taylor, New York, NY 3,455,000 24. Zeno Group, New York, NY 78,145 20. Taylor, New York, NY 870,000 30. Word Write Communications, Pittsburgh, PA 134,800 5. Jackson Spalding, Atlanta, GA 3,011,621 25. McNeely Pigott & Fox Public Relations, Nashville, TN 44,703 21. Current, Chicago, IL 867,183 31. Rosica, Paramus, NJ 58,000 6. W2O Group, San Francisco, CA 1,742,000 26. CJ Public Relations, Southington, CT 36,136 32. Beehive PR, St. Paul, MN 49,910 7. Peppercomm, New York, NY 1,457,137 22. SS|PR, Northfield, IL 698,850 27. Singer Associates, Inc., San Francisco, CA 12,157 33. Didit Communications, LLC, New York, NY 25,050 8. Hunter PR, New York, NY 1,000,000 23. Racepoint Global, Boston, MA 542,100 Didit Communications, LLC, New York, NY 34. Trevelino/Keller, Atlanta, GA 25,000 9. LaunchSquad, San Francisco, CA 895,000 28. 5,925 24. LEVICK, Washington, DC 531,228 10. Public Communications Inc., Chicago, IL 760,711 29. SPM Communications, Dallas, TX 4,500 25. LANE, Portland, OR 525,209 35. Standing Partnership, St. Louis, MO 2,000

© Copyright 2015, J.R. O’Dwyer Co., Inc. Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees

RANKINGS OF PR FIRMS SPECIALIZING IN AGRICULTURE Entertainment cont. RANKINGS OF PR FIRMS SPECIALIZING IN HOME FURNISHINGS Travel cont. 26. Seigenthaler, part of Finn Partners, Nashville, TN 389,057 1. G&S Business Communications, New York, NY $15,125,851 11. Coyne PR, Parsippany, NJ 622,905 1. Edelman, New York, NY $74,094,227 27. 2. PadillaCRT, Minneapolis, MN 4,894,676 12. 360 Public Relations, Boston, MA 555,659 2. Zeno Group, New York, NY 5,921,316 Malen Yantis Public Relations, Vail, CO 335,820 3. Edelman, New York, NY 3,985,511 13. French | West | Vaughan, Raleigh, NC 505,100 3. G&S Business Communications, New York, NY 4,461,174 28. McNeely Pigott & Fox Public Relations, Nashville, TN 297,883 4. Peppercomm, New York, NY 1,134,309 14. M/C/C, Inc., Dallas, TX 500,000 4. L.C. Williams & Associates, Chicago, IL 3,144,384 29. Sachs Media Group, Tallahassee, FL 282,035 5. Standing Partnership, St. Louis, MO 811,465 15. rbb Public Relations, Miami, FL 498,323 5. 360 Public Relations, Boston, MA 2,557,173 30. Moore Communications Group, Tallahassee, FL 150,757 6. LEVICK, Washington, DC 390,392 16. IW Group, West Hollywood, CA 451,000 6. PadillaCRT, Minneapolis, MN 1,165,367 31. Red Sky PR, Boise, ID 118,414 7. Fahlgren Mortine, Columbus, OH 313,658 17. CooperKatz & Co., New York, NY 349,929 7. Hunter PR, New York, NY 1,000,000 32. North 6th Agency (N6A), New York, NY 87,989 8. Red Sky PR, Boise, ID 134,179 18. Zeno Group, New York, NY 275,455 8. Jackson Spalding, Atlanta, GA 879,343 33. Hodges Partnership, The, Richmond, VA 84,000 9. French | West | Vaughan, Raleigh, NC 100,000 19. LEVICK, Washington, DC 259,864 9. Finn Partners, New York, NY 662,892 24. Marketing Maven Public Relations, Camarillo, CA 51,985 10. O’Malley Hansen Communications, Chicago, IL 84,600 20. Singer Associates, Inc., San Francisco, CA 241,612 10. Lou Hammond & Associates, New York, NY 522,310 35. Standing Partnership, St. Louis, MO 50,360 11. Didit Communications, LLC, New York, NY 48,758 21. PadillaCRT, Minneapolis, MN 235,309 11. LaunchSquad, San Francisco, CA 412,000 36. Schneider Associates, Boston, MA 28,500 22. McNeely Pigott & Fox Public Relations, Nashville, TN 225,090 12. Konnect Public Relations, Los Angeles, CA 307,011 37. Singer Associates, Inc., San Francisco, CA 19,949 RANKINGS OF PR FIRMS SPECIALIZING IN BEAUTY & FASHION 23. andis Communications, San Francisco, CA 125,000 13. SS|PR, Northfield, IL 279,540 38. Didit Communications, LLC, New York, NY 18,520 1. Edelman, New York, NY $16,662,485 24. SPM Communications, Dallas, TX 102,560 14. McNeely Pigott & Fox Public Relations, Nashville, TN 276,899 39. 25. North 6th Agency (N6A), New York, NY 80,326 Maccabee, Minneapolis, MN 4,000 2. Ruder Finn, New York, NY 7,504,455 15. French | West | Vaughan, Raleigh, NC 275,000 26. Marketing Maven Public Relations, Camarillo, CA 77,693 3. French | West | Vaughan, Raleigh, NC 4,297,243 16. Rosica, Paramus, NJ 206,049 RANKINGS OF PR FIRMS SPECIALIZING IN ENVIRONMENTAL 27. AMP3 Public Relations, New York, NY 68,813 4. 5W Public Relations, New York, NY 3,800,000 17. Pan Communications, Boston, MA 156,000 & PUBLIC AFFAIRS 5. Turner PR, a Fahlgren Mortine company, New York, NY 28. Rosica, Paramus, NJ 44,000 2,072,791 18. Landis Communications, San Francisco, CA 120,000 6. Coyne PR, Parsippany, NJ 1,697,153 29. Maccabee, Minneapolis, MN 42,900 19. Marketing Maven Public Relations, Camarillo, CA 105,790 1. APCO Worldwide, Washington, DC $29,604,799 7. Zeno Group, New York, NY 1,502,188 30. Schneider Associates, Boston, MA 35,000 20. Beehive PR, St. Paul, MN 93,906 2. Edelman, New York, NY 17,064,414 8. SPM Communications, Dallas, TX 740,452 31. Standing Partnership, St. Louis, MO 24,241 21. Didit Communications, LLC, New York, NY 91,128 3. Davies, Santa Barbara, CA 9,992,391 9. LaunchSquad, San Francisco, CA 730,000 32. Power Group, The, Dallas, TX 19,500 22. Coyne PR, Parsippany, NJ 67,199 4. Finn Partners, New York, NY 6,000,645 10. Beehive PR, St. Paul, MN 668,221 33. Didit Communications, LLC, New York, NY 12,523 23. O’Malley Hansen Communications, Chicago, IL 51,800 5. Cerrell Associates, Los Angeles, CA 5,015,110 11. Finn Partners, New York, NY 584,681 Maccabee, Minneapolis, MN 41,495 6. Singer Associates, Inc., San Francisco, CA 3,336,240 12. Current, Chicago, IL 532,966 RANKINGS OF PR FIRMS SPECIALIZING IN SPORTS & LEISURE 24. 13. Inkhouse Media + Marketing, Waltham, MA 450,880 25. Trevelino/Keller, Atlanta, GA 25,000 7. Rasky Baerlein Strategic Comms., Boston, MA 3,281,242 14. Style House PR, New York, NY 408,062 1. Taylor, New York, NY $10,365,000 26. CJ Public Relations, Southington, CT 5,075 8. MWWPR, New York, NY 3,075,000 15. Marketing Maven Public Relations, Camarillo, CA 352,831 2. French | West | Vaughan, Raleigh, NC 5,447,959 9. Fiona Hutton & Associates, Los Angeles, CA 3,070,243 16. O’Malley Hansen Communications, Chicago, IL 340,600 3. Edelman, New York, NY 4,120,939 RANKINGS OF PR FIRMS SPECIALIZING IN TRAVEL 10. LEVICK, Washington, DC 2,202,002 17. 360 Public Relations, Boston, MA 296,844 4. Ruder Finn, New York, NY 3,585,191 1. Edelman, New York, NY $21,629,346 11. Sachs Media Group, Tallahassee, FL 2,179,867 18. LEVICK, Washington, DC 221,032 5. Coyne PR, Parsippany, NJ 1,720,937 2. Zimmerman Agency, Tallahassee, FL 9,600,000 12. Seven Twenty Strategies, Washington, DC 2,006,379 19. RF | Binder Partners, New York, NY Racepoint Global, Boston, MA 194,021 6. 1,210,500 3. Development Counsellors Int’l (DCI), New York, NY 9,079,895 13. Lambert, Edwards + Associates, Grand Rapids, MI 1,987,000 20. Peppercomm, New York, NY 177,755 7. Jackson Spalding, Atlanta, GA 895,189 4. Finn Partners, New York, NY 6,719,632 14. Perry Communications Group, Sacramento, CA 1,415,987 21. Pan Communications, Boston, MA 156,000 8. LEVICK, Washington, DC 646,985 5. Lou Hammond & Associates, New York, NY 6,225,729 15. Crosby, Annapolis, MD 1,041,331 22. AMP3 Public Relations, New York, NY 151,423 9. CooperKatz & Co., New York, NY 513,758 6. Turner PR, a Fahlgren Mortine company, New York, NY 4,755,329 16. Peppercomm, New York, NY 995,882 23. Rosica, Paramus, NJ 140,831 10. SS|PR, Northfield, IL 419,310 7. J Public Relations, San Diego, CA 3,940,637 17. PadillaCRT, Minneapolis, MN 994,850 24. Jackson Spalding, Atlanta, GA 100,022 11. BLAZE, Santa Monica, CA 336,874 8. Nancy J. Friedman Public Relations, New York, NY 3,542,000 18. Public Communications Inc., Chicago, IL 928,908 25. Power Group, The, Dallas, TX 78,473 12. rbb Public Relations, Miami, FL 321,563 9. Hawkins Int’l, Inc., New York, NY 3,199,352 19. CooperKatz & Co., New York, NY 769,798 26. IW Group, West Hollywood, CA 64,000 13. Konnect Public Relations, Los Angeles, CA 307,011 MWWPR, New York, NY 2,663,000 20. Butler Associates, New York, NY 712,457 27. Maccabee, Minneapolis, MN 57,323 14. Sachs Media Group, Tallahassee, FL 280,895 10. 28. Trevelino/Keller, Atlanta, GA 21. McNeely Pigott & Fox Public Relations, Nashville, TN 690,377 50,000 15. Finn Partners, New York, NY 275,301 11. Zeno Group, New York, NY 2,657,774 29. McNeely Pigott & Fox Public Relations, Nashville, TN 22,000 22. Schneider Associates, Boston, MA 432,844 16. Peppercomm, New York, NY 224,970 12. French | West | Vaughan, Raleigh, NC 2,476,669 30. PadillaCRT, Minneapolis, MN 21,025 23. French | West | Vaughan, Raleigh, NC 300,000 17. 360 Public Relations, Boston, MA 162,749 13. Quinn, New York, NY 2,457,212 31. Didit Communications, LLC, New York, NY 17,800 24. Seigenthaler, part of Finn Partners, Nashville, TN 291,091 18. Trevelino/Keller, Atlanta, GA 120,000 14. APCO Worldwide, Washington, DC 2,330,990 15. Jackson Spalding, Atlanta, GA 2,201,807 25. Moore Communications Group, Tallahassee, FL 277,104 RANKINGS OF PR FIRMS SPECIALIZING IN 19. PadillaCRT, Minneapolis, MN 111,898 ENTERTAINMENT 26. Jackson Spalding, Atlanta, GA 20. Rasky Baerlein Strategic Communications, Boston, MA 97,920 16. rbb Public Relations, Miami, FL 1,646,927 261,776 1. Edelman, New York, NY $14,177,296 21. LaunchSquad, San Francisco, CA 95,000 17. 5W Public Relations, New York, NY 1,500,000 27. Zeno Group, New York, NY 158,331 2. Finn Partners, New York, NY 6,363,509 22. APCO Worldwide, Washington, DC 93,957 18. Coyne PR, Parsippany, NJ 976,602 28. Landis Communications, San Francisco, CA 150,000 3. MWWPR, New York, NY 5,777,000 23 Rosica, Paramus, NJ 89,794 19. PadillaCRT, Minneapolis, MN 895,954 29. IW Group, West Hollywood, CA 142,000 4. Taylor, New York, NY 3,455,000 24. Zeno Group, New York, NY 78,145 20. Taylor, New York, NY 870,000 30. Word Write Communications, Pittsburgh, PA 134,800 5. Jackson Spalding, Atlanta, GA 3,011,621 25. McNeely Pigott & Fox Public Relations, Nashville, TN 44,703 21. Current, Chicago, IL 867,183 31. Rosica, Paramus, NJ 58,000 6. W2O Group, San Francisco, CA 1,742,000 26. CJ Public Relations, Southington, CT 36,136 32. Beehive PR, St. Paul, MN 49,910 7. Peppercomm, New York, NY 1,457,137 22. SS|PR, Northfield, IL 698,850 27. Singer Associates, Inc., San Francisco, CA 12,157 33. Didit Communications, LLC, New York, NY 25,050 8. Hunter PR, New York, NY 1,000,000 23. Racepoint Global, Boston, MA 542,100 Didit Communications, LLC, New York, NY 34. Trevelino/Keller, Atlanta, GA 25,000 9. LaunchSquad, San Francisco, CA 895,000 28. 5,925 24. LEVICK, Washington, DC 531,228 10. Public Communications Inc., Chicago, IL 760,711 29. SPM Communications, Dallas, TX 4,500 25. LANE, Portland, OR 525,209 35. Standing Partnership, St. Louis, MO 2,000

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS SPECIALIZING IN PROFESSIONAL SERVICES RANKINGS OF PR FIRMS SPECIALIZING IN FOOD & BEVERAGE Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $98,193,095 26. North 6th Agency (N6A), New York, NY $786,286 1. Edelman, New York, NY $98,062,752 27. SS|PR, Northfield, IL $698,850

27. Singer Associates, Inc., San Francisco, CA 2. Finn Partners, New York, NY 13,201,826 694,469 2. Hunter PR, New York, NY 15,000,000 28. LANE, Portland, OR 690,273

28. L.C. Williams & Associates, Chicago, IL 632,686 3. Coyne PR, Parsippany, NJ 7,115,388 3. APCO Worldwide, Washington, DC 13,895,513 29. Quinn, New York, NY 546,047

29. Inkhouse Media + Marketing, Waltham, MA 631,233 4. Rasky Baerlein Strategic Comms., Boston, MA 4,571,736 4. FoodMinds, Chicago, IL 8,072,494 30. Peppercomm, New York, NY 501,715

30. McNeely Pigott & Fox Public Relations, Nashville, TN 588,878 5. Current, Chicago, IL 4,477,339 5. MWWPR, New York, NY 7,832,000 31. O’Malley Hansen Communications, Chicago, IL 465,100

31. IW Group, West Hollywood, CA 546,000 6. MWWPR, New York, NY 4,325,000 6. Taylor, New York, NY 7,010,000 32. Maccabee, Minneapolis, MN 441,545

32. Pan Communications, Boston, MA 468,000 7. Bliss Integrated Communication, New York, NY 4,003,000 7. Zeno Group, New York, NY 6,619,318 33. Singer Associates, Inc., San Francisco, CA 375,305

33. Beehive PR, St. Paul, MN 421,225 8. Jackson Spalding, Atlanta, GA 2,944,811 8. PadillaCRT, Minneapolis, MN 5,587,772 34. Trevelino/Keller, Atlanta, GA 375,000 34. Public Communications Inc., Chicago, IL 390,338 9. 5W Public Relations, New York, NY 2,900,000 9. RF | Binder Partners, New York, NY 5,443,766 35. Power Group, The, Dallas, TX 361,173 35. Power Group, The, Dallas, TX 370,700 10. 5,019,321 36. 350,000 10. LEVICK, Washington, DC 2,792,963 Coyne PR, Parsippany, NJ BizCom Associates, Addison, TX 36. Crosswind Media & Public Relations, Austin, TX 350,000 11. Current, Chicago, IL 4,433,907 37. McNeely Pigott & Fox Public Relations, Nashville, TN 305,949 11. Peppercomm, New York, NY 2,725,311 37. Seigenthaler, part of Finn Partners, Nashville, TN 339,422 12. 5W Public Relations, New York, NY 3,300,000 38. Seigenthaler, part of Finn Partners, Nashville, TN 245,236 12. rbb Public Relations, Miami, FL 2,531,680 38. Weiss PR, Baltimore, MD 293,902 13. W2O Group, San Francisco, CA 2,505,000 39. Rosica, Paramus, NJ 170,574 13. Ripp Media/Public Relations, New York, NY 2,506,223 39. Standing Partnership, St. Louis, MO 293,195 14. Jackson Spalding, Atlanta, GA 2,362,220 40. Pan Communications, Boston, MA 156,000 14. Quinn, New York, NY 2,457,212 40. Word Write Communications, Pittsburgh, PA 252,300 15. French | West | Vaughan, Raleigh, NC 2,233,616 41. Highwire PR, San Francisco, CA 151,545 15. Zeno Group, New York, NY 2,203,500 41. Wise Public Relations, New York, NY 220,000 16. Finn Partners, New York, NY 2,178,044 42. CJ Public Relations, Southington, CT 136,880 16. PadillaCRT, Minneapolis, MN 1,850,007 42. Marketing Maven Public Relations, Camarillo, CA 175,705 17. 360 Public Relations, Boston, MA 1,948,991 43. North 6th Agency (N6A), New York, NY 129,168 17. Konnect Public Relations, Los Angeles, CA 1,412,739 43. Landis Communications, San Francisco, CA 175,000 18. DVL, part of Finn Partners, Nashville, TN 1,660,275 44. rbb Public Relations, Miami, FL 122,074 18. Prosek Partners, New York, NY 1,400,000 44. Maccabee, Minneapolis, MN 167,292 19. SPM Communications, Dallas, TX 1,504,373 45. LaunchSquad, San Francisco, CA 98,000 19. Schneider Associates, Boston, MA 1,382,051 45. Sachs Media Group, Tallahassee, FL 105,500 20. Ruder Finn, New York, NY 1,435,288 46. Hodges Partnership, The, Richmond, VA 96,000 20. CooperKatz & Co., New York, NY 1,293,179 46. M/C/C, Inc., Dallas, TX 100,000 21. Konnect Public Relations, Los Angeles, CA 1,209,019 47. Red Sky PR, Boise, ID 89,043 21. French | West | Vaughan, Raleigh, NC 1,219,935 47. Rosica, Paramus, NJ 61,389 22. LEVICK, Washington, DC 1,091,507 48. Marketing Maven Public Relations, Camarillo, CA 77,876 22. Gregory FCA, Ardmore, PA 1,010,000 48. Trevelino/Keller, Atlanta, GA 50,000 23. IW Group, West Hollywood, CA 996,000 49. Standing Partnership, St. Louis, MO 67,019 23. Didit Communications, LLC, New York, NY 995,910 49. O’Malley Hansen Communications, Chicago, IL 27,600 24. J Public Relations, San Diego, CA 867,984 50. Schneider Associates, Boston, MA 54,900 24. Moore Communications Group, Tallahassee, FL 905,578 50. SPM Communications, Dallas, TX 20,669 25. Lambert, Edwards + Associates, Grand Rapids, MI 854,000 51. Landis Communications, San Francisco, CA 10,000

25. LaunchSquad, San Francisco, CA 900,000 51. Perry Communications Group, Sacramento, CA 13,014 26. BLAZE, Santa Monica, CA 842,185 52. Beehive PR, St. Paul, MN 1,022

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS SPECIALIZING IN PROFESSIONAL SERVICES RANKINGS OF PR FIRMS SPECIALIZING IN FOOD & BEVERAGE Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees Firm 2014 Net Fees

1. Edelman, New York, NY $98,193,095 26. North 6th Agency (N6A), New York, NY $786,286 1. Edelman, New York, NY $98,062,752 27. SS|PR, Northfield, IL $698,850

27. Singer Associates, Inc., San Francisco, CA 2. Finn Partners, New York, NY 13,201,826 694,469 2. Hunter PR, New York, NY 15,000,000 28. LANE, Portland, OR 690,273

28. L.C. Williams & Associates, Chicago, IL 632,686 3. Coyne PR, Parsippany, NJ 7,115,388 3. APCO Worldwide, Washington, DC 13,895,513 29. Quinn, New York, NY 546,047

29. Inkhouse Media + Marketing, Waltham, MA 631,233 4. Rasky Baerlein Strategic Comms., Boston, MA 4,571,736 4. FoodMinds, Chicago, IL 8,072,494 30. Peppercomm, New York, NY 501,715

30. McNeely Pigott & Fox Public Relations, Nashville, TN 588,878 5. Current, Chicago, IL 4,477,339 5. MWWPR, New York, NY 7,832,000 31. O’Malley Hansen Communications, Chicago, IL 465,100

31. IW Group, West Hollywood, CA 546,000 6. MWWPR, New York, NY 4,325,000 6. Taylor, New York, NY 7,010,000 32. Maccabee, Minneapolis, MN 441,545

32. Pan Communications, Boston, MA 468,000 7. Bliss Integrated Communication, New York, NY 4,003,000 7. Zeno Group, New York, NY 6,619,318 33. Singer Associates, Inc., San Francisco, CA 375,305

33. Beehive PR, St. Paul, MN 421,225 8. Jackson Spalding, Atlanta, GA 2,944,811 8. PadillaCRT, Minneapolis, MN 5,587,772 34. Trevelino/Keller, Atlanta, GA 375,000 34. Public Communications Inc., Chicago, IL 390,338 9. 5W Public Relations, New York, NY 2,900,000 9. RF | Binder Partners, New York, NY 5,443,766 35. Power Group, The, Dallas, TX 361,173 35. Power Group, The, Dallas, TX 370,700 10. 5,019,321 36. 350,000 10. LEVICK, Washington, DC 2,792,963 Coyne PR, Parsippany, NJ BizCom Associates, Addison, TX 36. Crosswind Media & Public Relations, Austin, TX 350,000 11. Current, Chicago, IL 4,433,907 37. McNeely Pigott & Fox Public Relations, Nashville, TN 305,949 11. Peppercomm, New York, NY 2,725,311 37. Seigenthaler, part of Finn Partners, Nashville, TN 339,422 12. 5W Public Relations, New York, NY 3,300,000 38. Seigenthaler, part of Finn Partners, Nashville, TN 245,236 12. rbb Public Relations, Miami, FL 2,531,680 38. Weiss PR, Baltimore, MD 293,902 13. W2O Group, San Francisco, CA 2,505,000 39. Rosica, Paramus, NJ 170,574 13. Ripp Media/Public Relations, New York, NY 2,506,223 39. Standing Partnership, St. Louis, MO 293,195 14. Jackson Spalding, Atlanta, GA 2,362,220 40. Pan Communications, Boston, MA 156,000 14. Quinn, New York, NY 2,457,212 40. Word Write Communications, Pittsburgh, PA 252,300 15. French | West | Vaughan, Raleigh, NC 2,233,616 41. Highwire PR, San Francisco, CA 151,545 15. Zeno Group, New York, NY 2,203,500 41. Wise Public Relations, New York, NY 220,000 16. Finn Partners, New York, NY 2,178,044 42. CJ Public Relations, Southington, CT 136,880 16. PadillaCRT, Minneapolis, MN 1,850,007 42. Marketing Maven Public Relations, Camarillo, CA 175,705 17. 360 Public Relations, Boston, MA 1,948,991 43. North 6th Agency (N6A), New York, NY 129,168 17. Konnect Public Relations, Los Angeles, CA 1,412,739 43. Landis Communications, San Francisco, CA 175,000 18. DVL, part of Finn Partners, Nashville, TN 1,660,275 44. rbb Public Relations, Miami, FL 122,074 18. Prosek Partners, New York, NY 1,400,000 44. Maccabee, Minneapolis, MN 167,292 19. SPM Communications, Dallas, TX 1,504,373 45. LaunchSquad, San Francisco, CA 98,000 19. Schneider Associates, Boston, MA 1,382,051 45. Sachs Media Group, Tallahassee, FL 105,500 20. Ruder Finn, New York, NY 1,435,288 46. Hodges Partnership, The, Richmond, VA 96,000 20. CooperKatz & Co., New York, NY 1,293,179 46. M/C/C, Inc., Dallas, TX 100,000 21. Konnect Public Relations, Los Angeles, CA 1,209,019 47. Red Sky PR, Boise, ID 89,043 21. French | West | Vaughan, Raleigh, NC 1,219,935 47. Rosica, Paramus, NJ 61,389 22. LEVICK, Washington, DC 1,091,507 48. Marketing Maven Public Relations, Camarillo, CA 77,876 22. Gregory FCA, Ardmore, PA 1,010,000 48. Trevelino/Keller, Atlanta, GA 50,000 23. IW Group, West Hollywood, CA 996,000 49. Standing Partnership, St. Louis, MO 67,019 23. Didit Communications, LLC, New York, NY 995,910 49. O’Malley Hansen Communications, Chicago, IL 27,600 24. J Public Relations, San Diego, CA 867,984 50. Schneider Associates, Boston, MA 54,900 24. Moore Communications Group, Tallahassee, FL 905,578 50. SPM Communications, Dallas, TX 20,669 25. Lambert, Edwards + Associates, Grand Rapids, MI 854,000 51. Landis Communications, San Francisco, CA 10,000

25. LaunchSquad, San Francisco, CA 900,000 51. Perry Communications Group, Sacramento, CA 13,014 26. BLAZE, Santa Monica, CA 842,185 52. Beehive PR, St. Paul, MN 1,022

© Copyright 2015, J.R. O’Dwyer Co., Inc. REPORT O’Dwyer’s rankings reveals strength of PR industry It was a banner year for the PR industry, as the 2015 O’Dwyer’s ranking of PR firms reveals a robust 18 of its top 25 PR firms enjoyed double-digit growth in 2014. By John O’Dwyer munity and key stakeholders. his strong momentum will help pow- Gabbe Group, which specializes in health “LGBT consumers were once considered er firms this year and generate more and higher education. And at the begin- a niche market, but today, that couldn’t Tappreciation of the business. ning of this year, the Nashville duo of DVL be further from the truth, with a growing 125 firms took part in the 2015 rankings, Public Relations & Advertising and Seigen- number of global brands increasing their supporting fee and employee totals with thaler PR were added to its roster. investment in LGBT advertising, public income tax and W-3 forms and providing relations and marketing efforts,” MWWPR a current account list. More than half — Pres. & CEO Michael Kempner said. 57% — of the ranked firms were up by dou- MWWPR grew 7.8% to $51.7 million in ble-digits, compared to 44% of the previous ’14. The acquisition of London’s Braben year’s group, and eight of the 10 largest Communications expanded global opera- firms had positive gains, with six posting tions. double-digit increases. ICR assisted 38 IPOs in ‘14 The top ten firms were: Edelman, $797.3 2014 marked ICR’s 15th consecutive year million (+8.6%); APCO Worldwide, $118.1 of positive growth with fees of $50.6 mil- million (-1.9%); Waggener Edstrom, $106.6 O’Dwyer’s rakings of PR firms, pg. 56 lion, up 19%. The firm’s growth was driven million (-9.3%); W2O Group, $86.6 mil- by a record number of client wins including lion (+10.1%); Ruder Finn, $73.8 million FP has built up a staff of 450 with exper- Boot Barn, FTD Holdings, Freshpet, Jack- (+16.8%); Finn Partners, $52.7 million tise in technology, education, consumer, son Hewitt, La Quinta Holdings and Shake (+19%); MWWPR, $51.7 million (+7.8%); travel, health, arts, public affairs and CSR Shack. ICR, $50.6 million (+19.4%); DKC, $41.5 working out of offices in the following cit- ICR provided strategic counsel and com- million (+26.2%); and Zeno Group, $39.9 ies: NYC headquarters, Chicago, Detroit, munications services on 38 IPOs in 2014, million (+11.2%). Fort Lauderdale, Jerusalem, London, Los including many of the best growth stories Edelman dominates rankings Angeles, Nashville, Paris, Munich, San of the year, Freshpet [FRPT] and Zoës Edelman continues its march to be the Francisco and Washington D.C. Kitchen [ZOES] among them. first PR firm to crack the $1 billion fee in- Ruder Finn backs up ‘13 success The Annual ICR XChange investor con- come mark, with $797.3 million in fees. Ruder Finn reported a second year in a ference in January ’14 drew a record num- The size and clout of Richard Edelman’s row of double-digit organic growth top- ber of attendees as well as on-site reporting firm benefits the PR business, which is ping out at $73.8M, an increase of 16.8%, from CNBC. sometimes viewed as a small potatoes add- besting the 13% growth in ’13. Public affairs veteran Michael W. Robin- on business to communications campaigns. “We’ve experienced growth in all four of son joined ICR as managing director and Edelman changes all that. our pillars — health and wellness, corpo- former business and financial journalist The No. 1 firm’s mastery of the digital rate reputation and transformation, tech- John Jannarone took a senior VP spot. space paid dividends in 2014 as that skill nology and innovation, DKC, LEVICK, Spark PR, Allison+ translated into a 15% growth rate in online/ and consumer con- Partners & Global Strategy post big gains mobile work, more than twice the seven nections — from both DKC posted the biggest gain in the top percent growth from “traditional” PR. additional assignments ten with $41.5 million in fees, up 26.2%, PR has moved mostly to the agency side with our longstanding and bumped Zeno down to No. 10 even where extensive practice areas have been clients and major new though it jumped 11.2% to $39.9 million. built up over the past 20 years. business wins, includ- The outstanding performance among the O’Dwyer’s has the only rankings by PR ing Amgen, Nokia, Bel- top 25 was a bi-coastal affair. specialties and Edelman came in at No. 1 in kin and Richemont,” LEVICK, Washington, D.C., posted a nine of the 12. Ruder Finn Ruder Finn CEO Kathy 40.4 percent gain to $17.2 million and is W2O Group, at $86.6 million, is moving CEO Kathy Bloomgarden said. No. 23. to join the exclusive triple-digital club of Bloomgarden A new RF service of- San Francisco’s Spark PR, which grew Edelman, APCO Worldwide ($118.1 mil- fering focuses on busi- 44.6% to $16.4 million, is No. 24. Neigh- lion) and Waggener Edstrom ($106.6 mil- ness transformation and helps companies boring Allison+Partners showed a 28.3% lion). evolve and change their business models, rise in fees to $37 million to bump up from Peter Finn’s Finn Partners reported a 19% leverage new technologies, and shift prod- No. 13 last year to No. 11. hike in fees to $52.7 million, edging ahead uct portfolios to more strategic offerings. New York-based Global Strategy Group, of MWWPR to take the No. 6 slot behind MWWPR’s dedicated LGBT practice new to the rankings, is right behind Allison Ruder Finn. MWWPR launched a national LGBT at No. 12 with $32.3 million in fees, up an FP on acquisition spree practice through the acquisition of Macias impressive 29.5%. Finn Partners acquired Johnson King, a Media Group in 2014, becoming one of the Racepoint targets influencers B2B tech specialty firm in London with of- largest PR firms in the nation with a prac- Racepoint Global came in at No. 14, up fices in Paris and Munich near the end of tice dedicated to helping clients build and 14% to $27.2 million. The firm experi- last year as well as the PR business of the maintain relevance among the LGBT com- enced strong growth in the U.S., adding

46 MAy 2015 | www.ODwyERPR.COM enterprise-level clients has experienced meteoric growth the past Staff is up to 46 with the hiring of 23 ex- O’Dwyer’s rankings reveals strength of PR industry such as Samsung, Tyco, three years, expanding from a team of two perienced in digital/creative services and a and New Balance. employees to seven full-time team mem- third office was opened in Minneapolis. Racepoint will con- bers — all supported by a 400% growth in “We’ve added unprecedented strength to tinue to heavily invest fee billings since 2012,” Hunter PR Business our bench, and digital depth and breadth in technology for fig- Development Manager Samara Mormar to our capabilities, to help clients innovate uring out how to target said. their marketing communication strategies the most impactful in- Hunter picked up its first Hispanic-fo- to align with the changing landscape for fluencers. cused client, Buchanan’s Whisky, fully sup- health and healthcare,” ReviveHealth CEO “Agencies that will Peter Prodromou, ported within the firm’s Hispanic Strategies Brandon Edwards said. lead in 2015 and be- Racepoint Global and Solutions practice. Key staff additions for for ReviveHealth yond are the ones that President 5WPR cracks top 20 were Chris Bevolo, EVP of Consumer Mar- don’t give any strategy Ronn Torossian’s 5WPR broke into the keting, Chris Boyer, SVP Digital, the for- until they’ve used a technology platform top 20 for the first time at No. 20 with fees mer AVP, Digital Strategies at New York’s to track influence and define precision tar- of $18.9 million, up 18.4%. largest health system, Megan Pruce, VP, geting,” Peter Prodromou, President, Race- “5WPR had a great former Director of Corporate Communi- point Global, said. 2014 and we atttibute cations at the Cleveland Clinic, and Kristen G&S posts double-digit three-peat our success to outstand- Klasey, VP, the former Vice President of Newly-renamed G&S (formerly Gibbs ing staff and the ability Public Relations at Amgen. & Soell) has enjoyed three successive years to continually reinvent Crosby leverages Affordable Care Act of double-digit growth with ’14 fees up success for clients,” Crosby had record growth of 34% overall 13.1% to $25.4 million and stands at No. 15. 5WPR President & CEO to $10.4 million with gains in its three prac- Target areas are agribusiness and food as Ronn Torossian said. tice areas: healthcare, federal government well as clean technology and energy, con- Torossian explained and nonprofits & causes. sumer, financial services, and home and he is happy with the 5W President “The continued implementation of the building. continued consoli- & CEO Affordable Care Act and trends toward The G&S identity first evolved among the dations taking place Ronn Torossian consumer-driven healthcare have created agency’s tight-knit communities of clients, across the PR and mar- significant opportunities that we’re lever- employees and partners. keting landscape because he consistently aging for our clients, including Kaiser Per- “While our name and logo have changed, sees brands seeking independently-owned, manente,” Crosby President Ray Crosby our talented people, culture and dedication midsized firms like his that can deliver re- explained. to helping clients achieve business success sults, and are focused on clients rather than Crosby created a national public aware- remain unaltered,” said Luke Lambert, G&S shareholders. ness campaign for Disabled American President and CEO. “I expect 2015 revenues to exceed $20 Veterans while expanding work for major Hunter excels in food & healthcare PR million, onward and upward,” Torossian federal agencies, such as the Department of Hunter PR has consistently ranked as said. Health and Human Services, EPA and So- the No. 2 food and beverage firm. The firm Peppercomm promotes use of Wikipedia cial Security Administration. grew in this category by 12% in 2014 to $15 Peppercomm rounded out the top 25 “Working for an organization with such million, fueled by increased business from with fees of $16.2 million, up 14.4%. an important mission — to keep the prom- existing clients, including McIlhenny (Ta- Growth for the integrated marketing ises made to our veterans — has been pro- basco), Post, Gallo, Diageo and Smithfield. communications firm was driven by both fessionally and personally rewarding for Overall, Hunter PR had a second con- organic and new client wins including our entire team,” Ray Crosby said. secutive year of double-digit growth, up 27 Aeropostale, Control Group, DriveTime, Makovsky is a closer percent in ’13 and 10% in ’14 to $20.2 mil- FINRA, Rabobank, Spa Castle, The Hart- “We closed nearly one out of every four lion and is ranked No. 19. ford and Wilmington Trust. sales leads, meaning every time a prospect Hunter PR saw 23% growth in ’14 within Peppercomm partnered with The Econo- merely contacted the agency, there was a its healthcare practice thanks to a combina- mist Group to conduct and publicize a sur- 23% chance they would ultimately become tion of increased revenue from existing cli- vey of B2B marketers and their audiences a client,” Makovsky CEO Ken Makovsky ents, including Zyrtec, Sudafed and Pepcid, regarding brands’ content strategy percep- noted. and the addition of new brands, like Motrin tion in the marketplace. and Premier Nutrition. Along with a group of agencies, Pepper- _ Continued on page 48 According to a recent Health Research, comm developed an ethics statement about Inc. survey, DIY healthcare is reaching the the use of Wikipedia because some indus- tipping point, with more consumers em- try professionals had previously attempted bracing everything from wearable tech to to make edits to company Wikipedia pages mobile apps to monitor their own health with the appearance of objectivity. and wellness, Hunter’s Samara Mormar ex- ReviveHealth hits top 10 in healthcare plained. ReviveHealth had a good year. The inte- “Our challenge (and the inherent oppor- grated health marketing communication tunity) in healthcare PR is to determine agency ranked No. 6 this year among 71 ways that our clients can insert themselves healthcare PR firms, posting an incredible responsibly into these conversations,” Mor- gain of 65.7%, and picking up 42 clients in- Left to right: Executive Creative Director Joel mar stressed. cluding athenahealth, Valence Health, Ac- Machak, Healthcare Practice Leader Denise “Our social and digital media practice colade, Steelcase and Amedisys. Aube, and Crosby President Raymond Crosby.

www.ODwyERPR.COM | MAy 2015 47 O’Dwyer’s 2015 rankings advocacy; and Corkery Group Unlimited, crease advocacy. a full-service public relations firm interna- 360PR connects brands & bloggers _ Continued from page 47 tionally recognized for its expertise in is- Boston’s 360PR pointed out how it was sue-oriented and product communications one of the very first agencies bringing for some of the world’s leading health orga- brands and bloggers together and and this A quarter of the new programs included a nizations. has evolved into powerful brand ambassa- social media component, according to Ma- The firm came in at No. 5 in O’Dwyer’s dor programs for clients. kovsky. healthcare PR rankings this year, with $15.4 The firm is ranked No. 57 overall with fees 2014 was one of the most notable years in million in fees, up 10.1% from the year pri- of $6.5 million, up 6.1%. Makovsky’s history. The firm came in at No. or. “While we’ve always taken a ‘360’ ap- 30 with fees of $13.2 million, and its No. 7 Cooney/Waters CEO Tim Bird cited proach, we delivered integrated campaigns ranked healthcare practice that took in $8.4 “unique, collaborative partnerships” as one in new, resonant ways over the past year, million was named “Health Agency” of the contributing reason to growth, and said the propelled by truly great creative. That in- Year by the SABRE Awards. firm’s momentum has continued with “sig- cluded a broader array of digital work and In all, Makovsky won 39 awards from 11 nificant new clients won in early 2015.” experiential events, amplified by earned and different organizations in 2014 — an agency The firm continues significant engage- social media, to build and engage consumer record. This included being ranked #7 on ments with key long-term clients including audiences online and off,” 360PR CEO Lau- The New York Observer’s “PR Power 50” list. Alere, Gilead Sciences, National Foundation ra Tomasetti said. The firm was featured or cited more than for Infectious Diseases (NFID), National 360PR staff have access to a customizable 500 times in national, regional or trade me- Meningitis Association (NMA), UCB, Inc. communications dashboard that enables dia throughout the year. and United Nations agency Water Supply them to deploy frequent content and other Spectrum heads to NYC and Sanitation Collaborative Council (WS- assignments to online influencers and mon- Spectrum, up 32.5% in ’14 to $8 million, SCC), to name a few. itor influencer activity daily, weekly and so opened a new office at 7 World Trade Center JPA: “all health, all the time” on. in New York City to complement its Wash- JPA Health Communiations reported a Merritt Group focuses on content ington, D.C. headquarters. Michelle Gross, 27.6% increase in fees to $4.6 million in ’14. Merritt Group saw fees jump 18.5% to new to the firm earlier this year, was named “Clients recognize the value of PR firms $10.1 million in ’14 due to growth in tech Managing Director of the NYC location. that specialize and offer deep expertise not focus areas such as cybersecurity, big data/ Senior VPs Michelle Strier and Timothy only in communication, but also in their in- analytics, cloud and IoT. Goddard are part of a staff increase in both dustry. I believe that is one of the reasons Other expansion occured in Merritt’s gov- Spectrum locations. JPA is thriving as an ernment, healthcare and energy practices. GLOBALHealthPR, a network of inde- agency; we are all health, “Our 75% win rate in new business pitch- pendent health and science agencies world- all the time,” JPA Health es is a major source of pride throughout the wide co-founded by Spectrum, launched Principal and Managing agency and has enabled us to choose the Reimbursography in ’14, a strategic com- Director Carrie Jones right client partners,” Merrit Group Execu- munications program to support pharma said. tive VP and Partner Tom Rice said. market access. Jones sees continued Content marketing is one of Merritt’s opportunities for JPA to fastest growing areas as clients increasingly grow because of the im- need help outsourcing writing and design, portance of clearly com- Carrie Jones, distribution, and measurement. municating complex sci- JPA Health Merritt has a strong presence in the entific information and Communications D.C.-area and up and down the East Coast, addressing growing pub- while also seeing increased expansion on lic health concerns such as diabetes, obesity the west coast in areas such as Silicon Valley, and heart disease. Utah, and Seattle. RF | Binder hires digital experts New clients in Scotland, Canada, Isra- Spectrum Founder/CEO John Seng (right) and RF | Binder posted fees of $12.7 million el and Latvia is the result of being part of GLOBALHEALTHPR Senior VP Tim Goddard at GHPR’s 7 World Trade Center headquarters. and came in at No. 32 overall. The firm GlobalCom Network, a worldwide group of stressed how important two hires were. full service PR and Marketing Communica- David Weinstock joined as Chief Creative tions agencies in 60 countries. Cooney/Waters is “unlimited” Officer, bringing more than 20 years of ex- DCI banks on custom research Cooney/Waters Group in November re- perience in advertising, design, marketing, No. 3 ranked travel PR firm Development branded as Cooney/Waters Unlimited to digital, PR, experiential and content cre- Counsellors International saw 9.9% growth showcase its family of strategic communi- ation. to $9 million within its niche practice of cations companies. The firm, which focuses As an award-winning commercial direc- travel and economic development market- exclusively on healthcare, pharmaceutical tor, Weinstock created and directed broad- ing for cities, regions, states and countries. and biotechnology companies in North cast, online, and in-cinema campaigns. His New DCI clients include the Nether- America and internationally, includes three directorial work has been highlighted in lands Foreign Investment Agency, Turismo sister companies: Cooney Waters Unlimit- Adweek’s “Ad of The Day,” Brand Freak, and Chile, Texas Economic Development Cor- ed, a mid-sized firm that provides the full Boards magazine. poration, Metro Orlando Economic De- range of public relations and public affairs Chris Gee signed on as RF | Binder’s Chief velopment Corporation and the Thailand services to healthcare, pharmaceutical and Digital Officer. Gee is experienced at coun- Convention & Exhibition Bureau. biotechnology enterprises; Alembic Un- seling CEOs and global communications “Major accomplishments include the limited, a firm which specializes in com- executives on how to use social media/dig- munications programs in the area of health ital strategies to enhance reputation and in- _ Continued on page 50

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O’Dwyer’s 2015 rankings Agency President Kerry Anne Watson said. business partners. Watson explained how the firm linked “Delivering on our mission to be ‘pos- _ Continued from page 48 pens to fashion in a unique partnership for itively brilliant’ takes an intentional in- Pilot Pen with New York Fashion Week, vestment in our team. The result is a work expansion of our re- developed a pop-up hotel for Hard Rock at environment designed to inspire positive search division (with SXSW, and broke with convention to acti- energy, creativity, productivity and ac- more custom research vate a distinctive celebrity experience for countability. And that directly translates to conducted than any Aruba at the Sundance Film Festival. happy, successful employees and successful point in the agency’s Current Zimmerman clients including client relationships,” Beehive PR CEO Lisa history), launch of Aruba, North Carolina’s Crystal Coast, Hannum said. ‘Consultant Connect’ Hard Rock International, and Noble House Earlier this year, Beehive received the (a service designed to Hotels & Resorts continued to bolster the American Psychological Association’s bring our economic firm’s bottom line. (APA) 2015 Psychologically Healthy Work- Susan Brake, development clients place Award. The agency was one of just VP, DCI closer to site selection five employers across North America to consultants), intro- receive the award this year, and it was the duction of a new DCI only public relations firm to be recognized. website, www.aboutdci. Gregory shares best practices com, and being named Gregory FCA, No. 51 overall with $6.8 a ‘best place to work’ million in fees, made big strides in finan- by Outside magazine,” cial services with the launch of its website DCI President Andy financialservicesmarketing.com, a digital Levine said. property dedicated to sharing best practice Maureen Haley and financial services marketing techniques Maureen Haley, Susan Brake were both The Zimmerman and Aruba teams at Sundance with the industry. VP, DCI promoted to well- with celebrity Kellan Lutz. Joseph Anthony was named an equi- earned VP status at ty partner to the firm and is a regular on DCI this past year. the financial services speaking circuit with Lou Hammond grows out of birthplace New additions are destination Park City, founder Greg Matusky, sharing communi- Lou Hammond & Associates celebrated Utah, SpringHill Suites by Marriott, Ma- cations and public relations best practices its 30th year in Nov. ’14. The No. 5 trav- hekal resort in Playa del Carmen, The Adol- with audiences throughout the country. el PR firm had fees of $6.2 million in this phus Hotel in Dallas, The Conrad in Chica- Client wins include the North American practice area. go, and La Cantera in San Antonio. contract for NICE Systems, extending the Founder Lou Hammond noted that recent Zimmerman also picked up A.C. Moore, relationship with SCHOTT Glass to in- growth prompted a move from its birth- one of the nation’s leading arts & crafts re- clude their North American social media place, an iconic townhouse on East 51st St., tailers, and received the prestigious “Part- work, big data analytics player Powerlytics, to new sophisticated digs on Third Ave. in ner of the Year” award from Firehouse Subs. and New York-based Harris & Harris. Midtown East. Offices in Charleston, SC Beehive inspires employees With the addition of Penn Mutual Life were expanded too. Beehive PR grew 39.4% to $2.7 million Insurance Gregory FCA now represents 52 “LH&A’s continued vitality was signaled and is ranked No. 88 overall. The firm’s financial services clients and comes in 11th when the agency brought home 21 Hospi- proprietary Insights service helps organi- in the financial PR ranking with fees of $3.7 tality Sales & Marketing Association Inter- zations turn real-time, market-facing re- million. national (HSMAI) Adrian Awards at the or- search into business strategies that produce Gregory also ran an integrated media re- ganization’s 58th annual gala, including one game-changing results. lations/digital communications campaign platinum, nine golds, two silvers and nine New clients include UMN Health and for retailer GreenDrop, helping the client bronzes,” Lou Hammond said. Builder’s Association of the Twin Cities. open an additional five locations through- LH&A client successes in 2014 included a A certified women-owned business, the out the Eastern U.S. seven-page cover story in Travel + Leisure agency focuses on creating a positively bril- Dukas helps hedge funds (Laucala Island), multipage culture feature liant experience for clients, employees and Dukas PR, No. 8 among financial PR firms in The New York Times (Virginia), a multi- and No. 71 overall, had fees of $4.5 million page culinary feature in The New York Times in ’14, up 21.4%. (Great American Steamboat Company), CEO Richard Dukas an in-depth destination profile on Yahoo! pointed out a significant Travel (Fort Worth), a segment on “Live! increase in business With Kelly and Michael” (Red Mountain from wealth manage- Resort), and a full-page lifestyle profile in ment firms and inde- The Wall Street Journal (Lexington, NC). pendent financial advi- Zimmerman pushes travel PR envelope sors. The Zimmerman Agency, No. 2 travel “As baby boomers PR firm with $9.6 million, was up 10.9% continue to retire, they Dukas PR CEO overall to $12.2 million. Beehive leadership team accepting the Nation- are looking for smart Richard Dukas “Continued growth in 2014 was a direct al Psychologically Healthy Workplace Award. and trustworthy advi- result of challenging the definition of tra- sors to help them navi- ditional public relations to achieve massive Photo: Larry Canner Photography, courtesy of the American results for existing clients,” Zimmerman Psychological Association. _ Continued on page 52

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Silver explained that the fastest-growing public relations into so- O’Dwyer’s 2015 rankings industry practice for his firm during the cial media campaigns _ Continued from page 50 past few years has been luxury real estate and digital marketing development, a sector that fell the quick- initiatives. est and the deepest during the recession, “The awards we are gate the markets and PR can be a great way but quite surprisingly, was the first to receiving for our dig- for advisors to distinguish themselves as come out of it thanks ital PR campaigns are thought leaders,” Dukas said. to cash-paying buyers helping brands to find Dukas PR invested significantly in senior from Central and South us and seek creative level executives with diverse skill sets — America. approaches to reaching Lindsey Carnett, from expert media strategists to writers and In addition to media millennials, mothers CEO & President of media coaches. relations for real estate and other key target Marketing Maven “Hedge funds and private equity firms projects, Boardroom- demographics,” Carnett Public Relations have let others tell their stories for too long PR also puts together said. now. Staying in the shadows is not going to special events targeting Carnett explained that Hispanic market- help them,” Dukas stressed. brokers and prospec- ing is a growing area for her firm as corpo- Hawkins emphasizes storytelling tive buyers, as well as BoardroomPR rations realize the need to not only speak Jennifer Hawkins launched Hawkins managing social media COO Don Silver to but have a conversation with a multicul- Int’l 14 years ago from an office the size platforms to promote tural audience. of a closet overlooking Fifth Ave. in the engagement with clients’ targeted audienc- Ripp works with largest law firms Chelsea section of Man- es. Ripp Media, No. 13 among firms special- hattan. In the wake of Silver sees growth in law firms, commer- izing in professional services PR with $2.5 9/11 and a recesssion cial real estate, insurance, banking, health- million in fees and No. 90 overall, works crimping corporate and care and not-for-profits. with some of the country’s largest law firms vacation travel budgets, Previously known as Boardroom Com- in executing high-profile publicity involv- it wasn’t exactly the opti- munications, the firm completed a rebrand- ing major transactions, litigation matters, mal time to start a travel ing from the ground up with a new logo, prominent new partners, practice develop- PR firm. website, advertising campaign, and remod- ment and thought leadership commentary. Inspiration came to eled offices in its 25th year. Principal Allan Ripp noted his firm’s con- Hawkins a year earlier Hawkins Int. “As the old saying goes, the mechanic has centration on legal affairs for elite law firms President on a trip to Burma after to change his own oil at some point,” Silver has kept it current working across many Jennifer Hawkins reading George Orwell’s pointed out. areas of business and financial PR: M&A, Burmese Days. As she Weiss hires tech expert capital markets, finance, real estate, intel- traveled the Irrawaddy River it dawned on Weiss PR, up 37.4% to $554,000, attribut- lectual property and life sciences, privacy/ Hawkins that she was in a country without ed the revenue jump to its growing technol- cybersecurity, bankruptcy, labor-employ- any tourism infrastructure. ogy and crisis commu- ment, health care, transportation, project “Travel, I realized, is about more than nications practices. finance, government contracts, legislative sightseeing. It’s about putting food on peo- “Adding Matthew affairs and other areas. ple’s tables — tour operators, guides, boat Pugh, whose experience Ripp Media is committed to a boutique crews, local artisans, ticket takers, chefs, includes more than a de- editorial-driven practice — working close- waiters, flight attendants … to name a few. cade working with high- ly with clients and typically operating as All at once, I was inspired to find ways to growth tech companies, an adjunct to their in-house press and promote what they do and draw travelers to lead our technology communications functions. their way,” Hawkins said. practice set the stage for “We regularly play well above our size — Hawkins emphasizes storytelling and us to win several new witness that we’re one of the smallest firms this continues with the new HIPR Content tech accounts, including Matthew Pugh, to be ranked among O’Dwyer’s Top 100,” Studio, designed to create compelling ed- Wynyard Group, Mind Weiss Head of Ripp said. The firm was up 7.8%. itorial to reach key audiences. The firm’s Over Machines, SafeN- Technology Didit doubles biz self-generated Launch Pad strategy has et, and TrainACE,” Weiss Didit acquired New York’s Bridge Global introduced 25 new builds, renovated prop- President Ray Weiss said. He co-founded Strategies in February, which was founded erties, and repositioned hotels and cruise the firm with Jessica Tiller Trzyna in 2008. by PR veteran Lucy Siegel in 2004. ships to the North American media the Weiss PR expanded its relationship with The transaction was the second PR firm past three years. DDG, a worldwide leader in planning, ar- deal by the Mineola, N.Y.-headquartered Hawkins has grown from its humble be- chitecture, interiors, graphics, and design shop, which acquired David Grant’s LVM ginnings to a 28-person firm with 60 cli- solutions. The firm is now handling work Group last February. As a result, fees ents and $3.4 million in overall fees, up for DDG in the U.S., Turkey, Russia, and jumped 100.1% to $1.4 million. 18.3% in ’14. Travel PR represents the Dubai. Siegel told O’Dwyer’s she believes her majority of the firm’s work at $3.1 million. Marketing Maven weds PR, social media clients are best served by teaming with an BoardroomPR changes oil Marketing Maven PR came in as the No. agency that offers specialized expertise in “BoardroomPR was fortunate to get 15 ranked beauty and fashion firm with a host of digital services. She first became through the economic downturn with a fees of $352,000 in this specialty. Overall, aware of Didit during a lunch with Grant, fully intact, high-quality staff and solid cli- the 11-person shop was up 31.2% to $1.2 who told her his deal was working out ent roster,” COO Don Silver said. million. nicely. The firm is ranked No. 93 overall with CEO and President Lindsey Carnett $2.3 million in fees. credits her firm’s success to integrating _ Continued on page 55

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recommending the proper strategies and O’Dwyer’s 2015 rankings tactics for their needs, according to Con- 10 reason to rank with O’Dwyer’s _ Continued from page 52 te. Hotwire made major investments in 1. Third party endorsement is obtained. both training and benefits for its employ- This is the bedrock principle of PR — oth- ees. ers recognize you. The O’Dwyer Co. has Top gainers ranked “By giving staff the best tech, the latest been doing PR firm rankings for 43 years. While O’Dwyer’s 2015 rankings of PR benefits, and the freedom to be entrepre- firm has shown the ability of firms in the neurial no matter their skill level, we are 2. It proves you are a PR firm. Complying top 25 (with fees close to $20 million and supporting their passion for the PR indus- with the ranking rules, including supplying up) to post incredible gains — topping try,” Conte stressed. the top page of your firm’s latest corporate over 40% in some cases — it appears a Perhaps most impressively, it should be income tax return and W-3, establishes you huge source of growth this year was found noted that PR firms ranked near the bot- as a PR firm rather than an ad agency or in firms ranked between 26 to 50, or post- tom of O’Dwyer’s 2015 rankings — 101- other type of business. ing net fees in the $8-$10 million range. 125 — showed the most outrageous gains Some examples include ReviveHealth, of all. which surged an incredible 65.7% to $8.7 Didit Comms. grew by 100.1% to $1.4 3. Promote your specialty practices. million; Inkhouse Media, which grew million, Wise PR grew by 87.7% to $1.1 Firms are ranked by 12 specialties. Only 41.3% to $9 million; Highwire PR, which million, Power Group grew by 68.8% to O’Dwyer’s does such rankings, which are gained 36.3% to $8.2 million; Crosby, $1 million, Weiss PR grew by 37.4% to usually at or near the top in Google search- which saw 34.4% increases to $10.4 mil- $554,000, and Marketing Maven PR grew es for those categories. lion; and Spectrum, which gained 32.5% by 32.2% to $1.2 million. to $8 million. New York City home to many firms 4. Gain year-long visibility. Eight of the top ten ranked firms over- The O’Dwyer rankings are prominently all show the largest portion of their fees displayed for a year on odwyerpr.com. generated from office locations in New York City and the im- 5. Associate with biggest PR firms. mediate metro area Put your firm on the same list with the (NJ and Conn.) with largest firms, virtually all of which are in APCO (Wash., D.C.) the rankings. Smaller firms are also looked and Waggener Ed- at since there may be account conflicts for strom (Bellevue, WA) some clients at the biggest firms. O’Dwyer’s list of top gainers, pg. 58 the two exceptions. The New York met- 6. Use your ranking in new business ro area ranking has 46 pitches, PR and advertising. Firms ranked 51-100 also saw notable ranked firms, the most Display the O’Dwyer seal. Stories on your gains: Crosswind Media, $1.7 million (a of any of the 13 city/ Feintuch Communications firm posted to odwyerpr.com or the news- gain of 59.1%); MCS Healthcare, $2.8 mil- regional rankings. President letter or magazine will refer to your rank- lion, (a gain of 57.2%); Bateman Group, Next is San Franciso Henry Feintuch ing. Publicize your ranking locally. $6.7 million (a gain of 52.3%); Hotwire, with 27 firms, followed $3.1 million (a gain of 47.7%); and J Public by 24 in the Southeast, 24 in Los Angeles, 7. Boost your SEO and Google standing. Relations, $4.8 million (a gain of 45.4%). and 14 in both Chicago and Washington, A link on odwyerpr.com gives you a high- According to Hotwire Associate Direc- D.C. er search engine optimization rating since tor Christa Conte, Hotwire’s impressive Firms are also ranked in Boston, Texas, the O’Dwyer website is updated throughout 47.7% growth to $3.1 million was fueled Florida, Connecticut, Pennsylvania, and the day with original content — a key fact by a boom in digital midwest and western cities. recognized by Google and the other search Feintuch works for NYC neighborhoods commerce. engines. “Whether it’s a small CityShares, a platform for providing the business looking to opportunity to invest in appreciating New 8. Your recruiting is helped. make a break or a York City neighborhoods, needed help at- major brand eager tracting investors to Brooklyn’s Bed-Stuy. PR pros, including those entering the to reinvent itself, the Feintuch Communications, No. 118 market, want to be with a firm that has businesses in digital at $666,000, helped CityShares and its the national recognition and data that an commerce range from founder Seth Weissman to be featured in O’Dwyer ranking provides. resourcing and pay- Crain’s New York Business. 9. Clients tend to go to established firms. Christa Conte, ments, to marketing The story created broad interest as well Digital Commerce and infrastructure, as stimulating media coverage in The The O’Dwyer rankings are the basis for Practice head which all come togeth- Real Deal, Brownstoner, FOX 5, Brooklyn scores of PR firm searches and referrals at Hotwire er to support greater Downtown Star and New York Observer. from other firms every year. economic growth,” “Most press clippings provide a short- Hotwire Associate Director Christa Con- term outcome; but strategic communica- 10. The rankings establish PR te said. tions takes it a step further and impacts counseling as a solid industry, PR is no longer about choosing from a an organization’s business or reputation especially benefiting the ranked firms. menu of services but about discovering — that’s the Holy Grail and our firm’s fo- and planning for your clients and then cus,” Henry Feintuch said. 

www.ODwyERPR.COM | MAy 2015 55 O’DWYER’S RANKINGS OF PR FIRMS WITH MAJOR U.S. OPERATIONS Firm 2014 Net Fees Employees % Change from 2013

1. Edelman , New York, NY $797,328,238 5,308 +8.6 2. APCO Worldwide , Washington, D.C. 118,112,600 635 -1.9 3. Waggener Edstrom Communications , Bellevue, WA 106,676,000 705 -9.3 4. W2O Group , San Francisco, CA 82,625,000 402 +10.1 5. Ruder Finn , New York, NY 73,891,000 522 +16.8 6. Finn Partners , New York, NY 52,796,000 339 +19.0 7. MWWPR , New York, NY 51,775,000 248 +7.8 8. ICR , New York, NY 50,687,714 144 +19.4 9. DKC , New York, NY 41,500,000 199 +26.2 10. Zeno Group , New York, NY 39,921,576 276 +11.2 11. Allison+Partners , San Francisco, CA 37,000,000 207 +28.3 12. Global Strategy Group , New York, NY 32,378,000 76 +29.5 13. PadillaCRT , Minneapolis, MN 31,624,111 185 -2.2 14. Racepoint Global , Boston, MA 27,274,597 188 +14.0 15. G&S Business Communications , New York, NY 25,438,112 140 +13.1 16. Coyne PR , Parsippany, NJ 23,010,000 154 +14.8 17. Taylor , New York, NY 21,700,000 108 +2.8 18. Prosek Partners , New York, NY 20,300,000 85 +17.0 19. Hunter PR , New York, NY 20,250,000 101 +10.2 20. 5W Public Relations , New York, NY 18,961,046 112 +18.4 21. French | West | Vaughan , Raleigh, NC 18,753,747 87 even 22. Fahlgren Mortine , Columbus, OH 18,616,471 110 +10.5 23. LEVICK , Washington, D.C. 17,231,618 61 +40.4 24. SparkPR , San Francisco, CA 16,424,750 63 +44.6 25. Peppercomm , New York, NY 16,294,726 90 +14.4 26. Jackson Spalding , Atlanta, GA 16,129,010 115 +19.7 27. Cooney/Waters Group , New York, NY 15,438,041 52 +10.1 28. LaunchSquad , San Francisco, CA 14,062,803 103 +24.0 29. SS|PR , Northfield, IL 13,977,000 74 +3.6 30. Makovsky , New York, NY 13,200,000 60 -7.4 31. Rasky Baerlein Strategic Communications , Boston, MA 13,189,973 50 +32.5 32. RF | Binder Partners , New York, NY 12,700,000 77 +3.3 33. Zimmerman Agency , Tallahassee, FL 12,200,000 46 +10.9 34. Crosby , Annapolis, MD 10,438,755 49 +34.5 35. Current , Chicago, IL 10,309,101 45 +4.2 36. Hoffman Agency, The , San Jose, CA 10,270,000 30 +12.2 37. Merritt Group , McLean, VA 10,186,230 48 +18.5 38. Davies , Santa Barbara, CA 9,992,391 31 -9.0 39. Development Counsellors Int’l (DCI) , New York, NY 9,079,895 44 +9.9 40. Inkhouse Media + Marketing , Waltham, MA 9,017,618 68 +41.3 41. ReviveHealth , Nashville, TN 8,780,000 46 +65.7 42. Highwire PR , San Francisco, CA 8,208,694 42 +36.3 43. Podesta Group , Washington, D.C. 8,181,127 18 +10.9 44. Spectrum , Washington, D.C. 8,085,455 35 +32.5 45. FoodMinds , Chicago, IL 8,072,494 29 +25.5 46. Pan Communications , Boston, MA 7,800,000 56 +29.8 47. HORN , San Francisco, CA 7,700,000 42 -3.8 48. Airfoil , Southfield, MI 7,170,140 47 -2.9 49. Dodge Communications , Alpharetta, GA 6,957,425 53 -1.0 50. Lambert, Edwards + Associates , Grand Rapids, MI 6,840,000 44 +10.5 51. Gregory FCA , Ardmore, PA 6,800,000 44 -6.8 52. Bliss Integrated Communication , New York, NY 6,783,000 39 +8.9 53. McNeely Pigott & Fox Public Relations , Nashville, TN 6,764,064 56 +20.7 54. Lou Hammond & Associates , New York, NY 6,748,039 40 +2.9 55. Bateman Group , San Francisco, CA 6,700,000 40 +52.3 56. Singer Associates, Inc. , San Francisco, CA 6,658,905 16 +31.5 57. 360 Public Relations , Boston, MA 6,547,095 40 +6.1 58. Pierpont Communications , Houston, TX 6,434,096 36 +10.3 59. rbb Public Relations , Miami, FL 6,401,985 38 +10.2 60. Public Communications Inc. , Chicago, IL 6,312,563 47 +1.6 61. DVL , part of Finn Partners, Nashville, TN 6,184,000 53 +12.4 62. Jarrard Phillips Cate & Hancock , Brentwood, TN 6,092,616 24 +20.5 O’DWYER’S RANKINGS OF PR FIRMS WITH MAJOR U.S. OPERATIONS O’DWYER’S RANKINGS OF PR FIRMS WITH MAJOR U.S. OPERATIONS Firm 2014 Net Fees Employees % Change from 2013 Firm 2014 Net Fees Employees % Change from 2013 1. Edelman, New York, NY $797,328,238 5,308 +8.6 63. GYMR, Washington, D.C. $6,004,742 23 -1.0 2. APCO Worldwide, Washington, D.C. 118,112,600 635 -1.9 64. Quinn, New York, NY 5,460,472 41 +21.0 3. Waggener Edstrom Communications, Bellevue, WA 106,676,000 705 -9.3 65. Sachs Media Group, Tallahassee, FL 5,130,720 27 +20.8 4. W2O Group, San Francisco, CA 82,625,000 402 +10.1 66. Cerrell Associates, Los Angeles, CA 5,015,110 22 +25.3 5. Ruder Finn, New York, NY 73,891,000 522 +16.8 67. J Public Relations, San Diego, CA 4,808,622 37 +45.4 6. Finn Partners, New York, NY 52,796,000 339 +19.0 68. CooperKatz & Co., New York, NY 4,790,810 30 +7.3 7. MWWPR, New York, NY 51,775,000 248 +7.8 69. L.C. Williams & Associates, Chicago, IL 4,710,899 25 +1.1 8. ICR, Norwalk, CT 50,687,714 144 +19.4 70. JPA Health Communications, Washington, D.C. 4,630,541 17 +27.6 9. DKC, New York, NY 41,500,000 199 +26.2 71. Dukas Public Relations, New York, NY 4,543,306 20 +21.4 10. Zeno Group, New York, NY 39,921,576 276 +11.2 72. Seven Twenty Strategies, Washington, D.C. 4,503,628 33 -7.0 11. Allison+Partners, San Francisco, CA 37,000,000 207 +28.3 73. Seigenthaler, part of Finn Partners, Nashville, TN 4,292,620 28 +17.9 12. Global Strategy Group, New York, NY 32,378,000 76 +29.5 74. Paul Werth Associates, Columbus, OH 4,231,152 16 +23.1 13. PadillaCRT, Minneapolis, MN 31,624,111 185 -2.2 75. Moore Communications Group, Tallahassee, FL 4,109,564 26 -1.2 14. Racepoint Global, Boston, MA 27,274,597 188 +14.0 76. LANE, Portland, OR 3,846,887 22 -6.4 15. G&S Business Communications, New York, NY 25,438,112 140 +13.1 77. Standing Partnership, St. Louis, MO 3,824,984 24 +3.3 16. Coyne PR, Parsippany, NJ 23,010,000 154 +14.8 78. Intermarket Communications, New York, NY 3,815,447 15 -7.6 17. Taylor, New York, NY 21,700,000 108 +2.8 79. Nancy J. Friedman Public Relations, New York, NY 3,542,000 22 +6.3 18. Prosek Partners, New York, NY 20,300,000 85 +17.0 80. Hawkins Int’l, Inc., New York, NY 3,432,000 28 +18.3 19. Hunter PR, New York, NY 20,250,000 101 +10.2 81. Konnect Public Relations, Los Angeles, CA 3,229,239 29 +37.9 20. 5W Public Relations, New York, NY 18,961,046 112 +18.4 82. Trevelino/Keller, Atlanta, GA 3,178,744 19 +15.5 21. French | West | Vaughan, Raleigh, NC 18,753,747 87 even 83. Hotwire, New York, NY 3,121,032 20 +47.7 22. Fahlgren Mortine, Columbus, OH 18,616,471 110 +10.5 84. Kyne, New York, NY 3,096,952 15 +37.7 23. LEVICK, Washington, D.C. 17,231,618 61 +40.4 85. Fiona Hutton & Associates, Los Angeles, CA 3,070,243 9 +30.5 24. SparkPR, San Francisco, CA 16,424,750 63 +44.6 86. MCS Healthcare Public Relations, Bedminster, NJ 2,848,364 17 +57.2 25. Peppercomm, New York, NY 16,294,726 90 +14.4 87. Vantage, San Francisco, CA 2,807,787 27 +18.5 26. Jackson Spalding, Atlanta, GA 16,129,010 115 +19.7 88. Beehive PR, St. Paul, MN 2,714,513 11 +39.4 27. Cooney/Waters Group, New York, NY 15,438,041 52 +10.1 89. Schneider Associates, Boston, MA 2,641,524 18 -1.8 28. LaunchSquad, San Francisco, CA 14,062,803 103 +24.0 90. Ripp Media/Public Relations, New York, NY 2,506,223 8 +7.8 29. SS|PR, Northfield, IL 13,977,000 74 +3.6 91. SPM Communications, Dallas, TX 2,397,828 16 +14.3 30. Makovsky, New York, NY 13,200,000 60 -7.4 92. IW Group, West Hollywood, CA 2,309,000 12 +10.2 31. Rasky Baerlein Strategic Communications, Boston, MA 13,189,973 50 +32.5 93. BoardroomPR, Ft. Lauderale, FL 2,300,000 13 even 32. RF | Binder Partners, New York, NY 12,700,000 77 +3.3 94. Cashman + Katz Integrated Comms., Glastonbury, CT 2,135,000 25 +14.5 33. Zimmerman Agency, Tallahassee, FL 12,200,000 46 +10.9 95. North 6th Agency (N6A), New York, NY 2,070,036 13 +39.5 34. Crosby, Annapolis, MD 10,438,755 49 +34.5 96. Hodges Partnership, The, Richmond, VA 2,033,497 14 +3.2 35. Current, Chicago, IL 10,309,101 45 +4.2 97. Idea Grove, Dallas, TX 1,959,699 22 +36.5 36. Hoffman Agency, The, San Jose, CA 10,270,000 30 +12.2 98. Gatesman+Dave, Pittsburgh, PA 1,800,000 72 +28.6 37. Merritt Group, McLean, VA 10,186,230 48 +18.5 99. Crosswind Media & Public Relations, Austin, TX 1,750,000 15 +59.1 38. Davies, Santa Barbara, CA 9,992,391 31 -9.0 100. M/C/C, Inc., Dallas, TX 1,700,000 30 even 39. Development Counsellors Int’l (DCI), New York, NY 9,079,895 44 +9.9 101. O’Malley Hansen Communications, Chicago, IL 1,690,000 12 +2.4 40. Inkhouse Media + Marketing, Waltham, MA 9,017,618 68 +41.3 102. BLAZE, Santa Monica, CA 1,684,371 11 +6.0 41. ReviveHealth, Nashville, TN 8,780,000 46 +65.7 103. Ward Creative Communications, Inc., Bellaire, TX 1,672,863 9 +27.1 42. Highwire PR, San Francisco, CA 8,208,694 42 +36.3 104. Perry Communications Group, Sacramento, CA 1,591,404 9 +3.1 43. Podesta Group, Washington, D.C. 8,181,127 18 +10.9 105. Wilbert Group, The, Atlanta, GA 1,560,021 10 even 44. Spectrum, Washington, D.C. 8,085,455 35 +32.5 106. Landis Communications, San Francisco, CA 1,500,000 10 +7.1 45. FoodMinds, Chicago, IL 8,072,494 29 +25.5 107. Didit Communications, LLC, New York, NY 1,495,583 10 +100.1 46. Pan Communications, Boston, MA 7,800,000 56 +29.8 108. Rosica, Paramus, NJ 1,430,930 11 -5.5 47. HORN, San Francisco, CA 7,700,000 42 -3.8 109. LaVoieHealthScience, Boston, MA 1,257,575 8 +24.4 48. Airfoil, Southfield, MI 7,170,140 47 -2.9 110. Marketing Maven Public Relations, Camarillo, CA 1,226,093 11 +31.2 49. Dodge Communications, Alpharetta, GA 6,957,425 53 -1.0 111. Wise Public Relations, New York, NY 1,100,000 5 +87.7 50. Lambert, Edwards + Associates, Grand Rapids, MI 6,840,000 44 +10.5 112. Maccabee, Minneapolis, MN 1,095,868 7 +4.4 51. Gregory FCA, Ardmore, PA 6,800,000 44 -6.8 113. Red Sky PR, Boise, ID 1,056,620 9 +5.1 52. Bliss Integrated Communication, New York, NY 6,783,000 39 +8.9 114. Power Group, The, Dallas, TX 1,043,422 9 +68.8 53. McNeely Pigott & Fox Public Relations, Nashville, TN 6,764,064 56 +20.7 115. BizCom Associates, Addison, TX 861,222 4 -3.5 54. Lou Hammond & Associates, New York, NY 6,748,039 40 +2.9 116. Butler Associates, New York, NY 825,817 6 +2.7 55. Bateman Group, San Francisco, CA 6,700,000 40 +52.3 117. Word Write Communications, Pittsburgh, PA 695,163 6 -13.3 56. Singer Associates, Inc., San Francisco, CA 6,658,905 16 +31.5 118. Feintuch Communications, New York, NY 666,646 4 +3.6 57. 360 Public Relations, Boston, MA 6,547,095 40 +6.1 119. KCD Public Relations, Inc., San Diego, CA 613,263 7 +7.5 58. Pierpont Communications, Houston, TX 6,434,096 36 +10.3 120. Weiss PR, Baltimore, MD 554,402 3 +37.4 59. rbb Public Relations, Miami, FL 6,401,985 38 +10.2 121. Style House PR, New York, NY 408,062 4 -26.7 60. Public Communications Inc., Chicago, IL 6,312,563 47 +1.6 122. Karbo Communications, San Francisco, CA 379,679 5 even 61. DVL, part of Finn Partners, Nashville, TN 6,184,000 53 +12.4 123. Malen Yantis Public Relations, Vail, CO 335,820 2 +29.9 62. Jarrard Phillips Cate & Hancock, Brentwood, TN 6,092,616 24 +20.5 124. CJ Public Relations, Southington, CT 287,606 4 -18.3 125. AMP3 Public Relations, New York, NY 204,205 1 -21.9

© Copyright 2015, J.R. O’Dwyer Co., Inc. LEADING GAINERS AMONG PR FIRMS

Firm 2014 Net Fees Employees % Change from 2013

Firms in the top 25

1. SparkPR, San Francisco, CA $16,424,750 63 +44.6 2. LEVICK, Washington, DC 17,231,618 61 +40.4 3. Global Strategy Group, New York, NY 32,378,000 76 +29.5 4. Allison+Partners, San Francisco, CA 37,000,000 207 +28.3 5. DKC, New York, NY 41,500,000 199 +26.2 6. ICR, New York, NY 50,687,714 144 +19.4 7. Finn Partners, New York, NY 52,796,000 339 +19.0 8. 5W Public Relations, New York, NY 18,961,046 112 +18.4 9. Prosek Partners, New York, NY 20,300,000 85 +17.0 10. Ruder Finn, New York, NY 73,891,000 522 +16.8

Firms ranked 26 through 50

1. ReviveHealth, Nashville, TN $8,780,000 46 +65.7 2. Inkhouse Media + Marketing, Waltham, MA 9,017,618 68 +41.3 3. Highwire PR, San Francisco, CA 8,208,694 42 +36.3 4. Crosby, Annapolis, MD 10,438,755 49 +34.5 5. Spectrum, Washington, DC 8,085,455 35 +32.5 6. Rasky Baerlein Strategic Communications, Boston, MA 13,189,973 50 +32.5 7. Pan Communications, Boston, MA 7,800,000 56 +29.8 8. LaunchSquad, San Francisco, CA 14,062,803 103 +24.0 9. Jackson Spalding, Atlanta, GA 16,129,010 115 +19.7 10. Merritt Group, McLean, VA 10,186,230 48 +18.5

Firms ranked 51 through 100

1. Crosswind Media & Public Relations, Austin, TX $1,750,000 15 +59.1 2. MCS Healthcare Public Relations, Bedminster, NJ 2,848,364 17 +57.2 3. Bateman Group, San Francisco, CA 6,700,000 40 +52.3 4. Hotwire, New York, NY 3,121,032 20 +47.7 5. J Public Relations, San Diego, CA 4,808,622 37 +45.4 6. North 6th Agency (N6A), New York, NY 2,070,036 13 +39.5 7. Beehive PR, St. Paul, MN 2,714,513 11 +39.4 8. Konnect Public Relations, Los Angeles, CA 3,229,239 29 +37.9 9. Kyne, New York, NY 3,096,952 15 +37.7 10. Idea Grove, Dallas, TX 1,959,699 22 +36.5

Firms ranked 101 through 130

1. Didit Communications, LLC, New York, NY $1,495,583 10 +100.1 2. Wise Public Relations, New York, NY 1,100,000 5 +87.7 3. Power Group, The, Dallas, TX 1,043,422 9 +68.8 4. Weiss PR, Baltimore, MD 554,402 3 +37.4 5. Marketing Maven Public Relations, Camarillo, CA 1,226,093 11 +31.2 6. Malen Yantis Public Relations, Vail, CO 335,820 2 +29.9 7. Ward Creative Communications, Inc., Bellaire, TX 1,672,863 9 +27.1 8. LaVoieHealthScience, Boston, MA 1,257,575 8 +24.4 9. KCD Public Relations, Inc., San Diego, CA 613,263 7 +7.0 10. BLAZE, Santa Monica, CA 1,684,371 11 +6.0

© Copyright 2015, J.R. O’Dwyer Co., Inc. LEADING GAINERS AMONG PR FIRMS

Firm 2014 Net Fees Employees % Change from 2013

Firms in the top 25

1. SparkPR, San Francisco, CA $16,424,750 63 +44.6 2. LEVICK, Washington, DC 17,231,618 61 +40.4 3. Global Strategy Group, New York, NY 32,378,000 76 +29.5 4. Allison+Partners, San Francisco, CA 37,000,000 207 +28.3 5. DKC, New York, NY 41,500,000 199 +26.2 6. ICR, New York, NY 50,687,714 144 +19.4 7. Finn Partners, New York, NY 52,796,000 339 +19.0 8. 5W Public Relations, New York, NY 18,961,046 112 +18.4 9. Prosek Partners, New York, NY 20,300,000 85 +17.0 10. Ruder Finn, New York, NY 73,891,000 522 +16.8

Firms ranked 26 through 50

1. ReviveHealth, Nashville, TN $8,780,000 46 +65.7 2. Inkhouse Media + Marketing, Waltham, MA 9,017,618 68 +41.3 3. Highwire PR, San Francisco, CA 8,208,694 42 +36.3 4. Crosby, Annapolis, MD 10,438,755 49 +34.5 5. Spectrum, Washington, DC 8,085,455 35 +32.5 6. Rasky Baerlein Strategic Communications, Boston, MA 13,189,973 50 +32.5 7. Pan Communications, Boston, MA 7,800,000 56 +29.8 8. LaunchSquad, San Francisco, CA 14,062,803 103 +24.0 9. Jackson Spalding, Atlanta, GA 16,129,010 115 +19.7 10. Merritt Group, McLean, VA 10,186,230 48 +18.5

Firms ranked 51 through 100

1. Crosswind Media & Public Relations, Austin, TX $1,750,000 15 +59.1 2. MCS Healthcare Public Relations, Bedminster, NJ 2,848,364 17 +57.2 3. Bateman Group, San Francisco, CA 6,700,000 40 +52.3 4. Hotwire, New York, NY 3,121,032 20 +47.7 5. J Public Relations, San Diego, CA 4,808,622 37 +45.4 6. North 6th Agency (N6A), New York, NY 2,070,036 13 +39.5 7. Beehive PR, St. Paul, MN 2,714,513 11 +39.4 8. Konnect Public Relations, Los Angeles, CA 3,229,239 29 +37.9 9. Kyne, New York, NY 3,096,952 15 +37.7 10. Idea Grove, Dallas, TX 1,959,699 22 +36.5

Firms ranked 101 through 130

1. Didit Communications, LLC, New York, NY $1,495,583 10 +100.1 2. Wise Public Relations, New York, NY 1,100,000 5 +87.7 3. Power Group, The, Dallas, TX 1,043,422 9 +68.8 4. Weiss PR, Baltimore, MD 554,402 3 +37.4 5. Marketing Maven Public Relations, Camarillo, CA 1,226,093 11 +31.2 6. Malen Yantis Public Relations, Vail, CO 335,820 2 +29.9 7. Ward Creative Communications, Inc., Bellaire, TX 1,672,863 9 +27.1 8. LaVoieHealthScience, Boston, MA 1,257,575 8 +24.4 9. KCD Public Relations, Inc., San Diego, CA 613,263 7 +7.0 10. BLAZE, Santa Monica, CA 1,684,371 11 +6.0

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS BY CITY/GEOGRAPHY Firm 2014 Net Fees Empl. Firm 2014 Net Fees Empl. CONNECTICUT 11. RF | Binder Partners 1,100,000 8 1. ICR, Norwalk $31,776,537 69 12. Vantage PR 5,000 3 2. Cashman + Katz Int. Comms., Glastonbury 2,135,000 25 4 3. CJ Public Relations, Southington 287,606 MIDWEST CITIES CHICAGO 1. Fahlgren Mortine, Columbus, OH $18,616,471 110 1. Edelman $95,611,995 603 2. PadillaCRT, Minneapolis, MN 18,014,458 100 2. SS|PR, Northfield, IL 13,977,000 74 3. Airfoil, Southfield, MI 7,170,140 47 3. Zeno Group 12,309,666 61 4. Lambert, Edwards + Associates, Grand Rapids, MI 6,840,000 44 4. Current 10,309,101 45 5. Paul Werth Associates, Columbus, OH 4,231,152 16 5. FoodMinds 8,072,494 29 6. Standing Partnership, St. Louis, MO 3,824,984 24 6. Public Communications Inc. 6,312,563 47 7. Beehive PR, St. Paul, MN 2,714,513 11 7. G&S Business Communications 5,207,265 32 8. W2O Group, Minneapolis, MN 2,478,750 11 8. Finn Partners 4,868,000 34 9. Maccabee, Minneapolis, MN 1,095,868 7 9. L.C. Williams & Associates 4,710,899 25 10. APCO Worldwide 2,165,100 9 NEW YORK & NEW JERSEY 11. MWWPR 1,700,000 8 12. O’Malley Hansen Communications 1,690,000 12 1. Edelman (includes Rochester) $174,310,782 871 13. Taylor 962,880 4 2. DKC 41,500,000 199 14. W2O Group 826,250 6 3. Ruder Finn 37,024,000 199 4. MWWPR 33,926,000 153 FLORIDA 5. Global Strategy Group 32,378,000 76 1. Zimmerman Agency, Tallahassee $12,200,000 46 6. W2O Group 27,962,039 136 2. rbb Public Relations, Miami 6,401,985 38 7. Finn Partners 23,660,000 150 3. Sachs Media Group, Tallahassee 5,130,720 27 8. Prosek Partners 20,300,000 85 4. Moore Communications Group, Tallahassee 4,109,564 26 9. Coyne, Parsippany, NJ 20,281,499 136 5. BoardroomPR, Ft. Lauderale 2,300,000 13 10. Hunter PR 20,250,000 101 6. Edelman, Orlando 1,965,632 8 11. 5W Public Relations 18,961,046 112 7. Finn Partners, Ft. Lauderdale 944,000 10 12. Cooney/Waters Group 15,438,041 52 8. Quinn, Miami 783,633 6 13. Peppercomm 14,567,389 85 9. Vantage PR, Orlando 421,000 10 14. Makovsky 13,200,000 60 15. Taylor 12,766,247 66 LOS ANGELES 16. APCO Worldwide 12,054,200 49 17. RF | Binder Partners 11,200,000 69 1. Edelman $24,142,926 131 18. Development Counsellors Int’l (DCI) 9,079,895 44 2. Davies, Santa Barbara 9,992,391 31 19. ICR 7,618,617 51 3. Cerrell Associates 5,015,110 22 20. Zeno Group 7,183,973 42 4. Finn Partners 4,008,000 36 21. Bliss Integrated Communication 6,783,000 39 5. ICR 3,820,613 8 22. Lou Hammond & Associates 6,748,039 40 6. Konnect Public Relations 3,229,239 29 23. G&S Business Communications 6,533,873 40 7. Fiona Hutton & Associates 3,070,243 9 24. Quinn 5,460,472 41 8. MWWPR 2,865,000 23 25. PadillaCRT 5,212,613 24 9. J Public Relations, San Diego 2,859,532 20 26. CooperKatz & Co. 4,790,810 30 10. W2O Group 2,478,750 11 27. Dukas Public Relations 4,543,306 20 11. IW Group, West Hollywood 2,309,000 12 28. Intermarket Communications 3,815,447 15 12. BLAZE, Santa Monica 1,684,371 11 29. Nancy J. Friedman Public Relations 3,542,000 22 13. Marketing Maven Public Relations, Camarillo 1,226,093 11 30. Hawkins Int’l, Inc. 3,432,000 28 14. W2O Group, San Diego 826,250 6 31. Hotwire 3,121,032 20 15. Taylor 445,625 2 32. Kyne 3,096,952 15 16. Coyne 378,902 5 33. LaunchSquad 2,953,375 23 34. MCS Healthcare Public Relations, Bedminster, NJ 2,848,364 17 BOSTON 35. Ripp Media/Public Relations 2,506,223 8 36. Coyne 2,349,599 13 1. Racepoint Global $22,079,597 88 37. North 6th Agency (N6A) 2,070,036 13 2. Rasky Baerlein Strategic Communications 13,189,973 50 38. J Public Relations 1,949,089 17 3. Inkhouse Media + Marketing 9,017,618 68 39. Didit Communications, LLC 1,495,583 10 4. Pan Communications 7,800,000 56 40. Rosica, Paramus, NJ 1,430,930 11 5. 360 Public Relations 6,547,095 40 41. Wise Public Relations 1,100,000 5 6. ICR 4,223,825 11 42. Butler Associates 825,817 6 7. Schneider Associates 2,641,524 18 43. Feintuch Communications 666,646 4 8. W2O Group 2,478,750 10 44. Style House PR 408,062 4 9. LaunchSquad 1,750,461 14 45. Vantage PR 224,000 2 10. LaVoieHealthScience 1,257,575 8 46. AMP3 Public Relations 204,205 1

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS BY CITY/GEOGRAPHY Firm 2014 Net Fees Empl. Firm 2014 Net Fees Empl. CONNECTICUT 11. RF | Binder Partners 1,100,000 8 1. ICR, Norwalk $31,776,537 69 12. Vantage PR 5,000 3 2. Cashman + Katz Int. Comms., Glastonbury 2,135,000 25 4 3. CJ Public Relations, Southington 287,606 MIDWEST CITIES CHICAGO 1. Fahlgren Mortine, Columbus, OH $18,616,471 110 1. Edelman $95,611,995 603 2. PadillaCRT, Minneapolis, MN 18,014,458 100 2. SS|PR, Northfield, IL 13,977,000 74 3. Airfoil, Southfield, MI 7,170,140 47 3. Zeno Group 12,309,666 61 4. Lambert, Edwards + Associates, Grand Rapids, MI 6,840,000 44 4. Current 10,309,101 45 5. Paul Werth Associates, Columbus, OH 4,231,152 16 5. FoodMinds 8,072,494 29 6. Standing Partnership, St. Louis, MO 3,824,984 24 6. Public Communications Inc. 6,312,563 47 7. Beehive PR, St. Paul, MN 2,714,513 11 7. G&S Business Communications 5,207,265 32 8. W2O Group, Minneapolis, MN 2,478,750 11 8. Finn Partners 4,868,000 34 9. Maccabee, Minneapolis, MN 1,095,868 7 9. L.C. Williams & Associates 4,710,899 25 10. APCO Worldwide 2,165,100 9 NEW YORK & NEW JERSEY 11. MWWPR 1,700,000 8 12. O’Malley Hansen Communications 1,690,000 12 1. Edelman (includes Rochester) $174,310,782 871 13. Taylor 962,880 4 2. DKC 41,500,000 199 14. W2O Group 826,250 6 3. Ruder Finn 37,024,000 199 4. MWWPR 33,926,000 153 FLORIDA 5. Global Strategy Group 32,378,000 76 1. Zimmerman Agency, Tallahassee $12,200,000 46 6. W2O Group 27,962,039 136 2. rbb Public Relations, Miami 6,401,985 38 7. Finn Partners 23,660,000 150 3. Sachs Media Group, Tallahassee 5,130,720 27 8. Prosek Partners 20,300,000 85 4. Moore Communications Group, Tallahassee 4,109,564 26 9. Coyne, Parsippany, NJ 20,281,499 136 5. BoardroomPR, Ft. Lauderale 2,300,000 13 10. Hunter PR 20,250,000 101 6. Edelman, Orlando 1,965,632 8 11. 5W Public Relations 18,961,046 112 7. Finn Partners, Ft. Lauderdale 944,000 10 12. Cooney/Waters Group 15,438,041 52 8. Quinn, Miami 783,633 6 13. Peppercomm 14,567,389 85 9. Vantage PR, Orlando 421,000 10 14. Makovsky 13,200,000 60 15. Taylor 12,766,247 66 LOS ANGELES 16. APCO Worldwide 12,054,200 49 17. RF | Binder Partners 11,200,000 69 1. Edelman $24,142,926 131 18. Development Counsellors Int’l (DCI) 9,079,895 44 2. Davies, Santa Barbara 9,992,391 31 19. ICR 7,618,617 51 3. Cerrell Associates 5,015,110 22 20. Zeno Group 7,183,973 42 4. Finn Partners 4,008,000 36 21. Bliss Integrated Communication 6,783,000 39 5. ICR 3,820,613 8 22. Lou Hammond & Associates 6,748,039 40 6. Konnect Public Relations 3,229,239 29 23. G&S Business Communications 6,533,873 40 7. Fiona Hutton & Associates 3,070,243 9 24. Quinn 5,460,472 41 8. MWWPR 2,865,000 23 25. PadillaCRT 5,212,613 24 9. J Public Relations, San Diego 2,859,532 20 26. CooperKatz & Co. 4,790,810 30 10. W2O Group 2,478,750 11 27. Dukas Public Relations 4,543,306 20 11. IW Group, West Hollywood 2,309,000 12 28. Intermarket Communications 3,815,447 15 12. BLAZE, Santa Monica 1,684,371 11 29. Nancy J. Friedman Public Relations 3,542,000 22 13. Marketing Maven Public Relations, Camarillo 1,226,093 11 30. Hawkins Int’l, Inc. 3,432,000 28 14. W2O Group, San Diego 826,250 6 31. Hotwire 3,121,032 20 15. Taylor 445,625 2 32. Kyne 3,096,952 15 16. Coyne 378,902 5 33. LaunchSquad 2,953,375 23 34. MCS Healthcare Public Relations, Bedminster, NJ 2,848,364 17 BOSTON 35. Ripp Media/Public Relations 2,506,223 8 36. Coyne 2,349,599 13 1. Racepoint Global $22,079,597 88 37. North 6th Agency (N6A) 2,070,036 13 2. Rasky Baerlein Strategic Communications 13,189,973 50 38. J Public Relations 1,949,089 17 3. Inkhouse Media + Marketing 9,017,618 68 39. Didit Communications, LLC 1,495,583 10 4. Pan Communications 7,800,000 56 40. Rosica, Paramus, NJ 1,430,930 11 5. 360 Public Relations 6,547,095 40 41. Wise Public Relations 1,100,000 5 6. ICR 4,223,825 11 42. Butler Associates 825,817 6 7. Schneider Associates 2,641,524 18 43. Feintuch Communications 666,646 4 8. W2O Group 2,478,750 10 44. Style House PR 408,062 4 9. LaunchSquad 1,750,461 14 45. Vantage PR 224,000 2 10. LaVoieHealthScience 1,257,575 8 46. AMP3 Public Relations 204,205 1

© Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS BY CITY/GEOGRAPHY Firm 2014 Net Fees Empl. Firm 2014 Net Fees Empl. PENNSYLVANIA 1. Gregory FCA, Ardmore $6,800,000 44 20. Edelman, Orlando, FL 1,965,632 8 2. Gatesman+Dave, Pittsburgh 1,800,000 72 21. Wilbert Group, The, Atlanta, GA 1,560,021 10 3. Word Write Communications, Pittsburgh 695,163 6 22. Finn Partners, Ft. Lauderdale, FL 944,000 10 23. APCO Worldwide, Raleigh, NC 943,800 6 SAN FRANCISCO & NORTH CALIFORNIA 24 Quinn, Miami, FL 783,633 6 1. Allison+Partners $37,000,000 207 2. Edelman 29,711,952 152 TEXAS 3. Edelman (Silicon Valley), San Mateo, CA 19,633,928 87 1. W2O Group, Austin $20,917,171 100 4. SparkPR 16,424,750 63 2. Edelman (includes Dallas & Houston), Austin 12,416,677 76 5. W2O Group 16,394,539 80 3. Pierpont Comms. (includes Austin & Dallas), Houston 6,434,096 36 6. Hoffman Agency, The, San Jose, CA 10,270,000 30 4. MWWPR, Dallas 5,128,000 17 7. LaunchSquad 9,358,967 66 5. SPM Communications, Dallas 2,397,828 16 8. Zeno Group (Includes Santa Monica), Silicon Valley 8,805,428 39 6. Idea Grove, Dallas 1,959,699 22 9. Highwire PR 8,208,694 42 7. Crosswind Media & Public Relations, Austin 1,750,000 15 10. HORN 7,700,000 42 8. M/C/C, Inc., Dallas 1,700,000 30 11. Bateman Group 6,700,000 40 9. Ward Creative Communications, Inc., Bellaire 1,672,863 9 12. Singer Associates, Inc. 6,658,905 16 10. Power Group, The, Dallas 1,043,422 9 13. Edelman, Sacramento, CA 3,879,413 15 11. BizCom Associates, Addison 861,222 4 14. Racepoint Global 3,500,000 16 12. Taylor, Austin 275,350 1 15. ICR 3,248,121 5 WASHINGTON, D.C. 16. Finn Partners 2,979,000 18 17. APCO Worldwide, Sacramento, CA 2,714,500 9 1. Edelman $63,805,609 291 18. Vantage PR 2,106,000 12 2. APCO Worldwide 47,343,600 176 19. Peppercomm 1,727,337 5 3. LEVICK 17,231,618 61 20. APCO Worldwide 1,651,100 5 4. Finn Partners 11,958,000 56 21. Perry Communications Group, Sacramento, CA 1,591,404 9 5. Crosby, Annapolis, MD 10,438,755 49 22. Landis Communications 1,500,000 10 6. Merritt Group, McLean, VA 10,186,230 48 23. MWWPR 1,450,000 8 7. Podesta Group 8,181,127 18 24. W2O Group, Sunnyvale, CA 826,250 4 8. Spectrum 8,085,455 35 25. Inkhouse Media + Marketing 815,000 10 9. GYMR 6,004,742 23 26. Ruder Finn 420,000 3 10. JPA Health Communications 4,630,541 17 27. Karbo Communications 379,679 5 11. Seven Twenty Strategies 4,503,628 33 12. MWWPR 3,488,000 15 SOUTHEAST 13. Racepoint Global 1,700,000 9 1. French | West | Vaughan, Raleigh, NC $18,753,747 87 14. Weiss PR, Baltimore, MD 554,402 3 2. Edelman, Atlanta, GA 16,299,532 103 WESTERN CITIES 3. Jackson Spalding, Atlanta, GA 16,129,010 115 4. G&S Business Communications, Raleigh, NC 13,696,974 68 1. Waggener Edstrom Comms., Bellevue, WA $106,676,000 705 5. Zimmerman Agency, Tallahassee, FL 12,200,000 46 2. Edelman, Seattle, WA 25,450,082 148 6. ReviveHealth, Nashville, TN 8,780,000 46 3. Edelman, Portland, OR 7,106,509 39 7. PadillaCRT, Richmond, VA 8,397,040 48 4. LANE, Portland, OR 3,846,887 22 8. Taylor, Charlotte, NC 7,265,248 33 5. APCO Worldwide, Seatle, WA 2,200,900 12 9. Dodge Communications, Alpharetta, GA 6,957,425 53 6. Red Sky PR, Boise, ID 1,056,620 9 10. McNeely Pigott & Fox PR, Nashville, TN 6,764,064 56 7. KCD Public Relations, Inc., San Diego, CA 613,263 7 11. rbb Public Relations, Miami, FL 6,401,985 33 8. Malen Yantis Public Relations, Vail, CO 335,820 2 12. DVL, part of Finn Partners, Nashville, TN 6,184,000 53 13. Jarrard Phillips Cate & Hancock, Brentwood, TN 6,092,616 24 The firms ranked in the O’Dwyer Co. rankings of PR firms have satisfied 14. Sachs Media Group, Tallahassee, FL 5,130,720 27 O'Dwyer’s ranking rules, supporting fee and employee totals with income 15. Seigenthaler, part of Finn Partners, Nashville, TN 4,292,620 28 tax and W-3 forms and providing a current account list. The O’Dwyer rankings should be regarded as an expression of our judgment of a firm’s 16. Moore Communications Group, Tallahassee, FL 4,109,564 26 standing within the industry, and are not warranted to comply with any 17. Trevelino/Keller, Atlanta, GA 3,178,744 19 specific objective standards. 18. BoardroomPR, Ft. Lauderdale, FL 2,300,000 13 Firms are added to O’Dwyer’s rankings throughout the year. Go to 19. Hodges Partnership, The, Richmond, VA 2,033,497 14 odwyerpr.com for an up-to-date version of the rankings. © Copyright 2015, J.R. O’Dwyer Co., Inc. RANKINGS OF PR FIRMS BY CITY/GEOGRAPHY Firm 2014 Net Fees Empl. Firm 2014 Net Fees Empl. PENNSYLVANIA 1. Gregory FCA, Ardmore $6,800,000 44 20. Edelman, Orlando, FL 1,965,632 8 2. Gatesman+Dave, Pittsburgh 1,800,000 72 21. Wilbert Group, The, Atlanta, GA 1,560,021 10 3. Word Write Communications, Pittsburgh 695,163 6 22. Finn Partners, Ft. Lauderdale, FL 944,000 10 23. APCO Worldwide, Raleigh, NC 943,800 6 SAN FRANCISCO & NORTH CALIFORNIA 24 Quinn, Miami, FL 783,633 6 1. Allison+Partners $37,000,000 207 2. Edelman 29,711,952 152 TEXAS 3. Edelman (Silicon Valley), San Mateo, CA 19,633,928 87 1. W2O Group, Austin $20,917,171 100 4. SparkPR 16,424,750 63 2. Edelman (includes Dallas & Houston), Austin 12,416,677 76 5. W2O Group 16,394,539 80 3. Pierpont Comms. (includes Austin & Dallas), Houston 6,434,096 36 6. Hoffman Agency, The, San Jose, CA 10,270,000 30 4. MWWPR, Dallas 5,128,000 17 7. LaunchSquad 9,358,967 66 5. SPM Communications, Dallas 2,397,828 16 8. Zeno Group (Includes Santa Monica), Silicon Valley 8,805,428 39 6. Idea Grove, Dallas 1,959,699 22 9. Highwire PR 8,208,694 42 7. Crosswind Media & Public Relations, Austin 1,750,000 15 10. HORN 7,700,000 42 8. M/C/C, Inc., Dallas 1,700,000 30 11. Bateman Group 6,700,000 40 9. Ward Creative Communications, Inc., Bellaire 1,672,863 9 12. Singer Associates, Inc. 6,658,905 16 10. Power Group, The, Dallas 1,043,422 9 13. Edelman, Sacramento, CA 3,879,413 15 11. BizCom Associates, Addison 861,222 4 14. Racepoint Global 3,500,000 16 12. Taylor, Austin 275,350 1 15. ICR 3,248,121 5 WASHINGTON, D.C. 16. Finn Partners 2,979,000 18 17. APCO Worldwide, Sacramento, CA 2,714,500 9 1. Edelman $63,805,609 291 18. Vantage PR 2,106,000 12 2. APCO Worldwide 47,343,600 176 19. Peppercomm 1,727,337 5 3. LEVICK 17,231,618 61 20. APCO Worldwide 1,651,100 5 4. Finn Partners 11,958,000 56 21. Perry Communications Group, Sacramento, CA 1,591,404 9 5. Crosby, Annapolis, MD 10,438,755 49 22. Landis Communications 1,500,000 10 6. Merritt Group, McLean, VA 10,186,230 48 23. MWWPR 1,450,000 8 7. Podesta Group 8,181,127 18 24. W2O Group, Sunnyvale, CA 826,250 4 8. Spectrum 8,085,455 35 25. Inkhouse Media + Marketing 815,000 10 9. GYMR 6,004,742 23 26. Ruder Finn 420,000 3 10. JPA Health Communications 4,630,541 17 27. Karbo Communications 379,679 5 11. Seven Twenty Strategies 4,503,628 33 12. MWWPR 3,488,000 15 SOUTHEAST 13. Racepoint Global 1,700,000 9 1. French | West | Vaughan, Raleigh, NC $18,753,747 87 14. Weiss PR, Baltimore, MD 554,402 3 2. Edelman, Atlanta, GA 16,299,532 103 WESTERN CITIES 3. Jackson Spalding, Atlanta, GA 16,129,010 115 4. G&S Business Communications, Raleigh, NC 13,696,974 68 1. Waggener Edstrom Comms., Bellevue, WA $106,676,000 705 5. Zimmerman Agency, Tallahassee, FL 12,200,000 46 2. Edelman, Seattle, WA 25,450,082 148 6. ReviveHealth, Nashville, TN 8,780,000 46 3. Edelman, Portland, OR 7,106,509 39 7. PadillaCRT, Richmond, VA 8,397,040 48 4. LANE, Portland, OR 3,846,887 22 8. Taylor, Charlotte, NC 7,265,248 33 5. APCO Worldwide, Seatle, WA 2,200,900 12 9. Dodge Communications, Alpharetta, GA 6,957,425 53 6. Red Sky PR, Boise, ID 1,056,620 9 10. McNeely Pigott & Fox PR, Nashville, TN 6,764,064 56 7. KCD Public Relations, Inc., San Diego, CA 613,263 7 11. rbb Public Relations, Miami, FL 6,401,985 33 8. Malen Yantis Public Relations, Vail, CO 335,820 2 12. DVL, part of Finn Partners, Nashville, TN 6,184,000 53 13. Jarrard Phillips Cate & Hancock, Brentwood, TN 6,092,616 24 The firms ranked in the O’Dwyer Co. rankings of PR firms have satisfied 14. Sachs Media Group, Tallahassee, FL 5,130,720 27 O'Dwyer’s ranking rules, supporting fee and employee totals with income 15. Seigenthaler, part of Finn Partners, Nashville, TN 4,292,620 28 tax and W-3 forms and providing a current account list. The O’Dwyer rankings should be regarded as an expression of our judgment of a firm’s 16. Moore Communications Group, Tallahassee, FL 4,109,564 26 standing within the industry, and are not warranted to comply with any 17. Trevelino/Keller, Atlanta, GA 3,178,744 19 specific objective standards. 18. BoardroomPR, Ft. Lauderdale, FL 2,300,000 13 Firms are added to O’Dwyer’s rankings throughout the year. Go to 19. Hodges Partnership, The, Richmond, VA 2,033,497 14 odwyerpr.com for an up-to-date version of the rankings. FEATURE PR best practices: putting relationships first We’ve all heard it before; perhaps we’ve even uttered the age-old adage a time or two: “It’s not what you know, it’s who you know.” In the field of PR and marketing, however, where relationships are a driving principle, it’s more than just who you know — it’s the relationship you have with them. By Cybill Cempron

imply knowing a person isn’t a rela- curing a solid foundation between the PR they’re coordinating logistics, journalists tionship. Truly understanding some- team and the marketing executive, both know that the PR contact they’re working Sone, and going above and beyond sides can move forward to achieve success. with cares for more than just the coverage what is expected, exemplifies a successful Open communication is necessary to at- and want to see both sides succeed. relationship — and should always remain tain that type of achievement and is a key Journalists and consumers a PR best practice. factor in any relationship. Taking a unique Consumers turn to magazines, websites When it comes to marketing and pub- form between PR teams and marketing and the news as trusted lic relations professionals, the bottom line executives, it stands high as a key compo- resources for which often serves as the yardstick for value. nent to align overall messaging, goals and brands to trust and Success is measured in positive return on strategy. what to buy. With investment, and we focus on numbers in With a team-wide understanding of consumers holding the ROI reports. However, they don’t tell those components, PR teams can confi- the value of a jour- the whole story. Relationships established dently reach out to journalists knowing the nalist’s word in high between PR teams, journalists, marketing information they are sharing is reiterated regard, journalists be- executives and consumers is a key compo- by the company and the company’s brand. come the middleman nent in strong, lasting and memorable PR However, true and lasting relationships between a company campaigns and the success that follows. go beyond PR objectives. PR teams who and their consumers. Cybill Cempron PR teams and marketing executives establish a relationship that exemplifies Serving as that Serving as the starting point of any PR their commitment proves value beyond middleman, they are the trusted infor- campaign is the bridge built between the the ROI. When PR teams and agencies en- mation gatekeeper. Journalists inform the PR team and marketing executives. By se- gage their client on a personal level, they public about the latest news and develop- establish a sense of camaraderie and form ments. They highlight the key features that a bond of friendship. It is through this are not only important from the company’s PR news brief friendship that PR teams can really show standpoint, but to the consumer as well. they believe in the brand and the people In doing so, journalists drive a company’s Anthem brings in top comms. behind it. message to the masses and help marketing executive after breach PR and journalists executives reach sales goals. A relationship between a PR profession- A return on relationships Anthem, the top health insurance provider that is navigating the aftermath of a massive data breach, al and journalist requires finesse acquired The relationships built and bonded be- has brought in Allergan Chief Communications Officer through experience. In a relationship that tween PR teams, marketing executives, Bonnie Jacobs as Senior VP of Corporate Communi- has the PR point person playing a mid- journalists and consumers drives an idea cations. dleman, a phase of frustration can occur. to provision. However, at the end of the Jacobs, VP of Corporate Af- However, if they have a relationship with day, it all comes to light with individuals fairs and PR for Allergan, heads Executive and Internal Comms., that journalist from personal outreach, it who work in good faith that the person as well as PR for Indianapo- encourages both sides to work together. they turn to is a person to trust. lis-based Anthem. When PR teams reach out to journalists In a profession with relations in the The company’s former SVP of personally and work to build relationships, name, it comes as no surprise that relation- Corporate Communications, Da- vid Palombi, decamped for the it shows they understand there’s a human ships hold such large stock. When dealing on the other end of the email. Mail merges, with the public, it’s important to take a step Chief Communications Officer Jacobs slot at CVS Health last August. though convenient when hoping to reach back and remember you are dealing with Jacobs was previously VP of a large number of people, sends a mes- people and the relationships with those comms. for Johnson & Johnson and held top PR roles sage that journalists are a dime a dozen people can stretch across clients and com- at Bristol-Myers Squibb, Earle Palmer Browne and Dorland Global. and the coverage they can produce is the panies. Ketchum is Anthem’s outside PR firm. Jill Becher only thing of value. Through personaliza- What’s more, the trust that it built across and Cindy wakefield are staff VPs of communications tion PR teams can highlight the journalist’s all parties is carried with each individual and Kristin Blinns, VP of PR. work and affirm that they’re not only great far beyond a briefing or news coverage. By Anthem, the former wellPoint, posted 2014 net in- writers but also trusted opinion leaders in building relationships with those whom come of $2.6B on revenues of $73 billion. The compa- ny said in February that an online attack exposed data the industry. you work with and work for, you will find on nearly 80M people. Personalization also sets the stage for a yourself with something far more person- Jose Tomas, Executive Vice President and HR lasting relationship between journalists ally profitable than a positive ROI. You find chief at Anthem, said Jacobs will be responsible for and PR professionals. We all want to work yourself with a positive return on relation- “developing and implementing our communications strategy, during a pivotal time for our organization, with someone who sees the value in who ships that can lead to growth and success as we transition to become a more consumer focused we are and what we can bring to the ta- for everyone involved. company.” ble. When PR professionals highlight that Cybill Cempron is an Account Coordina- value early on and throughout the time tor at Vantage PR. 

64 MAy 2015 | www.ODwyERPR.COM

REPORT Otto stresses need to retain, advance diverse talent

Procter & Gamble PR legend Charlotte Otto discussed the impor- tance of retaining and advancing diverse talent during her accep- to the agency side of the business. tance speech at the April Paladin Awards dinner of the PRSA Foun- After Otto “dressed down a client because dation. she wasn’t being strategic enough,” Corpo- By Kevin McCauley rate Practice Chair Micho Spring told her about the need to “pull in sharp elbows” to “ e won’t make the progress we can-American Marketing Director” was maintain good client relations. need without that dual focus,” quitting Procter & Gamble. Weber Shandwick staffer Carol Ballock WOtto told O’Dwyer’s. As a member of the “save squad,” Otto ex- impressed upon Otto that an “account Under the leadership of Lou Capozzi, perienced a “light bulb moment” after she leader doesn’t like it when you call a client foundation President & former Manning asked for the “real reason” he was leaving.” directly to give counsel.” Selvage & Lee CEO, the organization has Though the Director praised Procter & stressed the need for greater diversity in Gamble’s excellent diversity programs, “he the PR business. never felt truly comfortable” at the job. He During the awards ceremony, Otto simply “didn’t feel at home.” praised mentoring and developing pro- The 33-year Procter & Gamble veteran grams within both agencies and compa- said, “It was small things like not being in- nies, but feels the effort is not enough. cluded in an impromptu lunch or party at The former Global External Relations Of- a colleague’s home. But it was bigger things ficer at Procter & Gamble said though the too, like not feeling like he could speak out marketer has a long track record of diver- or feeling like he was always in the spot- sity and inclusion, talent would leave just light.” about when they were about to “crack the Otto spoke about the importance “of feel- ceiling.” ing totally comfortable being you.” She told the audience of more than 200 Recently, she tested the scenario when people at the Bryant Park Grill in Man- friends stayed over and Otto felt comfort- hattan about the time a “super-star Afri- able going into the kitchen “in a raggedy purple robe, no make-up and a bed-head.” To Otto, “Feeling at home in the work- place means feeling accepted for who you are — good, bad and weird.” It means feeling, one, “comfortable saying what you think and feel without fear of re- percussions”; two, “free to experiment, ask dumb questions, and try new things and if they don’t work out you still have a place”; and three, “welcome at the family table.” Otto recalled when she “moved into the wood-paneled office on Procter & Gam- ble’s hallowed 11th floor with the rest of the company officers.” Some men expressed hostility because Top (L to R): Jack O’Dwyer, Verizon Wireless Head of Corporate Comms. Torod Neptune, and they believed they were more deserving of Tronox Corp. Affairs & Comms. VP Bud Grebey. the Senior VP title, while most of the fe- male secretaries didn’t like a female execu- Bottom (L to R): Mindful Reputation Dir. John tive on the floor. Doorley and College of Charleston Execu- Since Otto wasn’t too good at “big-boy tive-in-Residence Thomas Martin. politics,” she made mistakes. Things came to a head after she told a Photos: Sharlene Spingler vice chair to “shush” because she wanted to hear what an underling was saying. After that episode, her former boss, Bob Otto told the audience to think about Wehling, set her straight. “He told me I was what they can do make people around terminally naïve,” said Otto. “As quickly as I them feel at home. took a breath to argue with him, I stopped. She concluded, “Reach out to someone Top (L to R): Weber Shandwick CEO Andy I knew that he had just given me a gift. He who just feels different. Reach to someone Polansky and Honoree Charlotte Otto. was really saying I had to become more so- who may be watching from the sidelines phisticated and confident in that rarified but has so much more to contribute. Bottom (L to R): PRSA Fnd. President Lou ai r.” “Help them feel at home. It will be worth Capozzi and Burson-Marsteller Founder Now a Senior Corporate Strategist at We- it for your company, our industry and espe- Harold Burson. ber Shandwick, Otto had a tough transition cially to you.” 

66 MAy 2015 | www.ODwyERPR.COM Otto stresses need to retain, advance diverse talent FEATURE Growing up the son of a “Mad Man” The son of a creative executive in the 1960s ad world recalls the industry’s golden era through his father’s work. By Chris Pfaff my father came to advertising as a way to here are many memories of the so- my brother and sister was a mini-playback make a living when the theater and oth- called “golden era” of advertising that studio, with an Ampex quarter-track reel- er creative arts proved far less lucrative Tare conjured expertly by Matthew to-reel deck, on which Dad’s demos and (he acted with the likes of Zero Mostel Weiner’s TV show “Mad Men” on AMC finished product were played. and Burgess Meredith and was success- Networks. Largely, it’s the effort to create Dad’s return from Seattle in 1968, where ful at greeting cards, but advertising was a world that somehow captures the excite- he shot the original ads for the Boeing 747 a noble creative endeavor with a steadier ment of a time that stood for unyielding that Pan Am debuted, was epic: Pan Am paycheck). And, in the “Mad Men” era, possibility. toy planes and other trinkets were major advertising was a creative business, well For someone like me, who was a child prizes for someone who would soon be- captured in the TV show (although, no during those years, with a father who may come obsessed with the Apollo missions to creative would be caught dead wearing a have been the model for someone like Don the moon (something captured beautifully full suit at work. That tie was untied, if not Draper, the show is an inescapable reflec- in the previous season of “Mad Men”). taken off when at work, with shirtsleeves tion of just how great that era really was. One of my first visits to New York City rolled up). And this is why the end of “Mad Men,” was to visit a cutout of the 747 plane that My father was as much of a restless cre- which is currently airing its final episodes, was in the Pan Am building ative maverick as anyone. He is an indelible reminder of what we have (now Met Life Building) just atop left J. Walter Thompson to start lost along the way. Grand Central Station (where Warren G. Pfaff, Inc. in 1971, My father, Warren Pfaff, was the Cre- we came into the city, from near- launching his concept of an ad- ative Director at J. Walter Thompson, the by Stamford, Connecticut), and vertising “cartel” with a 2-page ad world’s largest ad agency at the time, for adjacent to the Graybar Build- in The New York Times on April most of the 1960s. It was his work that ing, where my father’s office at J. 19, 1971, with $14,000 of his own yielded many iconic slogans, lyrics, and Walter Thompson was located. money. He received 1,600 letters campaigns, from McDonald’s “You De- The world of New York City, in within two weeks (only one was serve a Break Today” to the Marines “We’re 1968-1969, was as Olympian negative). His friend and indus- Looking for a Few Good Men” to Pan Am’s as it could get for a small child. try muse, the New York Times’ “Pan Am Makes the Going Great.” We were all “going places” and it Warren Pfaff longtime ad columnist, Philip Even as a small child, I was caught up seemed that all that aggressively Dougherty, had given him major in the excitement of the advertising rev- positive energy was somehow emanating ink to help push that effort along. olution that was occurring. The sunroom from a place called home. Dad merged that firm with McCaffrey study in the house where I grew up with My father’s return from the Clio Award Ratner in 1990. His office at 505 Park Ave- ceremony in 1970 woke me from my nue — with a penthouse wrap-around ter- sleep. I went downstairs, heard the gleeful race — had the largest round oak table in PR news brief good news of his winning an award, and a conference room I have ever seen to this Page Society reports on “Future when he handed me the gilded trophy, I day, and standing ashtrays filled with butts, prompted dropped it on my big left toe. were a mainstay image. He and his small of CCO” project He spent the whole night with me, icing band of creative and account men even IBM PR Chief Jon Iwata outlined preliminary find- my toe and foot, and eating Kellogg’s Corn built out a screening room off the recep- ings of the “future of the chief communications of- ficer” research project during an April session of the Flakes, while we listened to the radio. He tion area that was state-of-the-art. It was Arthur Page Society’s spring seminar held at Manhat- had spent plenty of early mornings with the scene of a company family holiday par- tan’s Conrad Hotel. me and my siblings having breakfast, af- ty in 1972, where the Marx Brothers “Duck Stressing the study is an evolving process, Big ter having spent the entire night working Soup” was screened. Blue’s senior VP-marketing & communications, told My father’s last office was at 185 Madi- the audience CCO’s will: 1) Continue to be grounded in a recording studio, or making a client in the enduring responsibilities of strong corporate deadline. son Avenue, across from the old B. Altman communicators (strategic counselor, guardian of en- The Pan Am campaigns that epitomized department store. He had the last agency terprise reputation, critical thinker and relationship the Madison Avenue 1960s era were a re- to have an actual Madison Avenue address, builder); 2) Require differentiating business leader- flection of the creative power of the ad and he moved out just a few months after ship skills (deeper business understanding, integra- tion savvy, business leadership), and 3) Create and industry. Pan Am produced an album of B. Altman had closed for good. operate systems (leverage data, create channels/plat- Steve Allen’s arrangements of the “Pan Am Dad passed away in 2004, a victim of lung forms that connect with individuals directly, shape not Makes the Going Great” theme; Steve and cancer, but he was working on ads up until only opinion but behavior). Edie did the song in their nightclub act, his death. I think he would have loved the The IBM executive noted that software is increas- portrayal of the New York ad world that ingly becoming an important part of the CCO job. and even Sammy Davis, Jr. did his own That development is already in the works as Iwata hip version of the song. Advertising didn’t “Mad Men” conjures so well (particularly pointed out more CCOs are more closely with chief need to license music for ads back then. the pre-1966 era). It would be almost like information than they were five years ago. The music industry came to the ad world going home. The Society’s conference was themed “the indis- for its cool. Chris Pfaff is CEO of Chris Pfaff Tech/Me- pensable CCO.” Like many of his profession at the time, dia LLC in Upper Montclair, NJ. 

68 MAy 2015 | www.ODwyERPR.COM Growing up the son of a “Mad Man” FEATURE On the art of misdirection Misdirection. Surely that word, the art, is something we understand. It’s eagerly put to use by politicians, by shoplifters, and by erring Two of my good friends are Penn & Teller, a duo who regularly confound their fans in husbands — or so I’m told. As a professional magician, I use more the Las Vegas jungle, a place where whir- than my share of it, in my work, and — by a certain compulsion — in ring wheels-of-chance and confounding my personal life as well. tumbling dice separate naïve folks from By James Randi their moolah. These two experienced professional jest- ’ve just used misdirection on you, my volver!” ers, as a part of their regular stage show, reader. You see, I am not a magician. I am This brought out a uniformed assistant completely, definitive- Ia conjurer. Strictly speaking, a “magician” bearing a tray with the demanded instru- ly, and clearly, offer would really do magic: miracles, impossible ment. The apparently clumsy chap would everyone an exposure feats, supernatural stuff. stumble, the revolver would tumble to the of an absolute classic A conjurer only performs what appear to stage and skid over to Mr. Blackstone, who of the conjurers reper- be miracles, but are accomplished by trick- would stop it with his foot, wag his finger toire, one perpetuated ery — largely mechanical or optical — by at the assistant, and scold him, while the in the famous Hieron- the use of very specially-designed pieces of percusionist delivered great drum rolls and ymous Bosch painting, equipment — or by simple misdirection. cymbal accompaniment. Harry would pick “The Conjuror.” Misdirection occurs when the spectator up the gun, fire a shot at the box of ducks, It’s known as the (we avoid those words “victim” or “sucker”) and that box would fold out flat. The ducks Cups & Balls trick. James Randi has his/her attention subtly drawn away were gone! Despite P&T’s care- from the actions — the “moves” — of the That cacophony of drums covered the ful, open, flashy, performance on a well-lit performer, and directed to some area other fact that those ducks — who’d actually been transparent table and their running ac- than where the reality is taking place. loaded into a large black bag inside the count of each of the sleights involved – as Only minimal explosions, crashing cym- “doll’s house” — had at that instant been they take place! — their audience leaves the bals, flashes of light, or other blatant dis- swiftly yanked through the open back of the theater totally flummoxed, but hugely en- plays should accompany a well-designed little house and across the stage precisely tertained. bit of misdirection, or the subject of such as the bumbling assistant had covered the Language, too, is a large part of the con- a distraction might recognize having been action. The audience had been misdirected jurors’ process of misdirection. Simple, di- bamboozled and we might thus fail in our (there’s that word!) and thereby quite well rect, phrasing accompanied by gestures and deception. deceived! facial expressions can add substantially to Here’s a basic example: I pick up a coin in the required distraction. my right hand and transfer it over to my left Yes, the conjuring art is a complicated hand, which then closes over it. and demanding one, and second, there Now, in actuality, I have picked up that much more to misdirection than simply coin but have only appeared to transfer it to “seeing the moves.” They must be studied my left hand. I have done this by casually in context. seizing it — keeping up a running conver- So, dear reader, cast a very wary eye — or sation as a minor form of misdirection! — perhaps two — on the next magician/con- briefly pointing a finger of my right hand jurer that you see. Watch for the most inno- toward my now-closed left fist, perhaps “An Honest Liar,” a recent documentary about cent of glances, cute smiles, a hand waved even shifting my grasp on the not-present The Amazing Randi’s career. just a bit too much or casually placed in a coin presumed to be there in my left fist, pocket. and lifting that empty fist to a better view- In what we call “close-up” magic, you Notice when you are asked bland ques- ing position, even though there is — now — can just as easily be hornswoggled, have no tions, a joke is told to relax you, or a chair nothing there to view, though I must believe doubt of that. In many cases, much of what is uselessly re-positioned. Did the magus that there is, to keep the spectator deceived. could give away the secrets takes place 14 misdirect you? You may never know, but I And, while I’m handling that coin, I’m to 20 inches away from your eyes, though sincerely hope that you were entertained, always looking at where it’s supposed to others can often see it at a greater distance. that you enjoyed being deceived, and that be, not where it actually is, and yet I will also The performer of wonder has thus much you would look forward to yet another such make eye contact with the spectator that I’m better control because attention is limited to performance. deceiving, just to keep control of his/her at- a smaller “cone of vision.” And, oh yes, I almost forgot. This 1,000- tention … A hand casually but openly placed on a word caveat just offered you was yet anoth- Other “wider angle” misdirection on stage hip can hold — and conceal — a playing er form of misdirection. can be brought about by bolder approaches. card. An object moved to a different posi- Or did you not catch my cunning — and During his superb full-evening show, the tion on a table can take the observer’s atten- calculated — misspelling of “percussion- late, great, Harry Blackstone Senior — who tion, or a handkerchief just unfolded might ist?” taught me my very first magic trick — used serve to block view of a needed change of James Randi is a retired magician who to load a noisy flock of ducks into a large intent — all possible elements of misdirec- performed with the stage name “The Amaz- box painted like a doll’s house, then in a tion so subtle that Beelzebub himself might ing Randi.” He now investigates paranormal loud voice shout offstage, “Bring me my re- be blamed … phenomena and the history of magic. 

70 MAy 2015 | www.ODwyERPR.COM

o’Dwyer’s guide to RAnKED PR FIRms

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7272 APRILMAy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Ranked PR Firms helps healthcare, financial and pro- CAShmAN + KATZ Cerrell is one of the country’s se- ifornia-specific regulatory and leg- fessional services companies build nior public relations and public af- islative mandates for air, water and reputation and grow sales through INTEGRATEd fairs firms. With an extensive depth habitat make working in the state PR strategy and execution, messag- COmmUNICATIONS and breadth of experience through- more challenging than anywhere ing and content development, brand out the U.S. and abroad, our firm else in the country. Our team un- identity, issues management, digital has consistently delivered results derstands this complex regulatory 76 Eastern Blvd. and social media and analytics. Glastonbury, CT 06033 for corporate, nonprofit and gov- framework and the sensitive envi- At Bliss, we focus on our clients’ 860/652-0300 ernment clients across a wide range ronmental, political and commu- goals and results, not stand-alone Fax: 860/652-0308 of industries and sectors since our nity impacts that often accompany tactics. Average tenure among www.cashman-katz.com founding in 1966. these issues. large clients is eight-plus years and Through nearly five decades of Our Local Government practice includes some of the most respect- 125 E. 12th St. success, Cerrell has developed an employs a team-oriented approach ed names in the industries served. New York, NY 10003 unparalleled body of knowledge that helps our clients successfully What sets Bliss Integrated Com- 646/559-8306 and experience in all facets of pub- navigate local and state govern- munication apart is our strategic lic affairs and public relations. 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Butler, President ters 2 editing suites with HD sur- environments. Our firm provides Relations Group, Cerrell brings round sound, its own stable of HD services in the areas of media re- global expertise and a depth of re- Winner of two International As- cameras, and a Green Screen Stu- lations and crisis communication, lationships that are unparalleled. sociation of Firefighters (IAFF) dio under its sister video produc- local government advocacy, cam- Both independently and through best national P.R./Political cam- tion company DSign Digital. www. paigns and issues management, the global Worldcom network, paign awards in 2013 and six-time dsigndigital.com energy and environment and land Cerrell has helped clients deploy IAFF award honoree. 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Successfully harnessing COONEy WATERS ing public affairs legal and public Science Center, Dishnet, Eastern the power of the media is about safety campaigns, to visibility for CT Health Network, Fox CT., Fox- more than just managing a story; UNLImITEd top business and financial firms woods Resort Casino, Gaylord it’s about making sure that you are and their CEOs. The Butler group Hospital, Goodwill, Hartford Cou- a part of the public narrative. Hav- 111 Fifth Ave. includes seasoned pros, committed rant, Mashantucket Pequot Tribal ing managed a variety of highly New York, NY 10003 to their clients, who deliver con- Council, MassMutual, Manufactur- sensitive crisis and litigation mat- 212/886-2200 sistent results. 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ADVERTISING SECTION | www.ODwyERPR.COM | MAy 2015 73 Profiles of Ranked PR Firms ing of a large agency with the cli- ent service and results in an office ent focus of a smaller firm. Our environment that is consistently clients include top brands like ranked among the best employers Coldwell Banker Real Estate and in the industry. Coyne specializes TD Bank. Our numerous awards in media relations, brand build- include “Agency of the Year” in ing, product launches, events & our size category by The Holmes promotions, CSR, social media, Report and one of the “100 Best corporate communications, digital Places to Work in New York” by creative and crisis management. Crain’s New York Business. The agency is also a member of the CooperKatz is a member of the Worldcom Public Relations Group, PR Council and the Public Rela- the world’s leading partnership of tions Global Network, a consor- independently owned PR firms. tium of nearly 50 independent agencies from markets around the world. CROSBy Passion, strategy and creativity are at the core of who Coyne is as an agency, and we are fortunate to work with clients who let us think out- 705 Melvin Avenue side the box and deliver big results! COyNE PUBLIC Annapolis, MD 21401 410/626-0805 RELATIONS www.crosbymarketing.com brands and businesses in today’s COONEy wATERS rapidly evolving world. 5 Wood Hollow Road Raymond Crosby, President _ Continued from page 73 Cooney Waters Unlimited pro- Parsippany, NJ 07054 Tammy Ebaugh, Chief Strategy vides unparalleled scope of strate- 973/588-2000 Officer gic marketing and communications www.coynepr.com Joel Machak, Executive Creative Group includes three sister com- solutions, advocacy relations and Director panies: Cooney Waters Unlimited, issue-oriented communications to 5 Bryant Park Denise Aube, Healthcare a mid-sized firm that provides the healthcare clients in non-profit, 28th Floor Practice Leader full range of public relations and New York, NY 10018 Jeff Rosenberg, Nonprofits & government and industrial sectors Causes Practice Leader public affairs services to health- throughout the world. 212/938-0166 care, pharmaceutical and biotech- Meredith Williams, Government nology enterprises; Alembic Un- 12400 Wilshire Boulevard Practice Leader Suite 535 limited, a firm which specializes in COOPERKATZ & The Crosby team is passionate communications programs in the Los Angeles, CA 90025 COmPANy, INC. 310/395-6110 about creating communications area of health advocacy; and Cork- programs focused on Inspiring ery Group Unlimited, a full-service Actions That Matter™. These ac- public relations firm international- 205 Lexington Avenue, 5th Floor Thomas F. Coyne, CEO New York, NY 10016 Rich Lukis, President tions positively impact people’s ly recognized for its expertise in is- 917/595-3030 Brad Buyce, John Gogarty, lives, while also contributing to the sue-oriented and product commu- Fax:917/326-8997 EVPs greater good. nications for some of the world’s www.cooperkatz.com Chris Brienza, David Carter, Crosby helps clients make pow- leading health organizations. Kelly Dencker, Joe Gargiulo, erful connections with their cus- Cooney Waters Unlimited is a CooperKatz & Company is a Luis Hernandez, Jennifer Kamienski, Kevin Lamb, Tim tomers, constituents and communi- part of the specialist expertise of highly-regarded, results-driven ties by tapping the motivations that Health Unlimited brand (www. public relations agency. Schramm, Deborah Sierchio, Lisa Wolleon, SVPs shape attitudes and inspire behav- healthunlimited.global) — an inte- Independent since our found- ior change. The firm’s award-win- grated healthcare agency that is a ing in 1996, we offer full-service Coyne is a full-service, integrat- ning campaigns, which integrate part of UK-based Creston Unlim- public relations, digital, creative ed communications agency with paid, earned, shared, and owned ited, a new agency brand and offer. services and event production ca- expertise in a variety of industries. media have touched the lives of With a shared creative philosophy, pabilities to national clients across The agency represents some of the virtually everyone in America. common tools and unlimited think- diverse industry sectors. Our ser- world’s most well-known brands Crosby has specialized prac- ing at its core, Creston Unlimited vices include brand positioning, in a range of categories including, tices in Healthcare, Government, brings together consultants and media relations, digital / social me- Automotive, Beauty & Fashion, and Nonprofits & Causes, and discipline experts from across dia strategy and execution, content Entertainment, Food & Nutrition, ranks among the top agencies in the group and beyond. This new strategy, product introductions, Health, Media & Publishing, Pet the Mid-Atlantic region. It has approach unlocks the power of training, video and event produc- & Animal, Retail, Sports, Tech- headquarters in Maryland’s State creative collaboration to seize the tion, and much more. nology, Travel & Hospitality and capital of Annapolis and offices in endless opportunities that exist for We combine the strategic think- Toy & Juvenile Products. Coyne Washington, D.C. has evolved far beyond its PR Clients include: AHRQ, Capital- roots with a dedicated social media Source Bank, Catholic Relief Ser- practice, an award-winning digital vices, DAV (Disabled American design group and a full advertising Veterans), EPA’s ENERGY STAR and marketing team. program, Kaiser Permanente, Sage- The agency has been named point Senior Living Services, Saint Midsize Agency of the Year from Agnes Hospital, Social Security PRWeek and PR News, Best Agen- Administration, USDA, U.S. Dept. cy to Work For in America and of Health & Human Services, Vet- Consumer Agency of the Year from erans Health Administration, and The Holmes Report. These awards the Wallace Foundation. are a testament to the breadth and Crosby is a member of the PR depth of our category experience, Council and American Association as well as a reinforcement of our of Advertising Agencies (4As), and The Crosby team celebrates after its annual Day of Service to local non- agency philosophy, which is to profits. provide best of class creativity, cli- _ Continued on page 76

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Profiles of Ranked PR Firms

ent service, have been responsible Fahlgren Mortine offers a full for Dodge’s upward client growth range of marketing and commu- trajectory and retention over the nications services, from media years and serves as a testament to relations to the creative and prac- the agency’s strategies that engage tical application of new media, all prospects, optimize interactions in real-time. With more than 80 and promote business. public relations professionals and clients based all over the world, EdELmAN Fahlgren Mortine is headquartered in Columbus, Ohio, with locations 250 Hudson Street in Cleveland, Cincinnati, Dayton New York, NY 10013 and Toledo, Ohio; Parkersburg and Team members at Fahlgren Mortine’s Columbus, Ohio headquarters in 212/768-0550 Charleston, W. Va., Ft. Lauderdale September 2014, including president and CEO Neil Mortine (center). www.edelman.com and Tallahassee, Fla.; Boise, Ida- facebook.com/edelman ho; Denver, Colo.; Lexington, Ky.; Twitter: @edelmanpr Greenville and Myrtle Beach, S.C.; and New York City. In addition to cludes some of the most prestigious Richard Edelman, President & CROSBy global brands. From corporate to CEO our regional offices, we have the ability to reach audiences global- _ Continued from page 74 consumer, technology to travel, Matthew Harrington, Global health care to hospitality, media Chief Operating Officer ly through our involvement with properties to music labels, sports Glenn Engler, Global Director of the Council of Public Relations is proud to have industry-leading Corporate Strategy Firms and membership in IPREX. to public policy, DKC brings this Ben Boyd, President, Practices, client and staff retention levels. To diversity of industry knowledge Sectors and Offerings Fahlgren Mortine acquired Turner review case studies and a creative and relationships with key media Russell Dubner, President and PR, a travel, tourism and active portfolio, visit crosbymarketing. and influencers to bear for our cli- CEO, Edelman U.S. lifestyle public relations firm with com. ents. We’ve broken the mold of offices in Denver, Colo. and New a traditional PR agency to create Edelman is a leading global York City in January 2014. Turner dKC a bold new hybrid that combines communications marketing firm, PR is a wholly owned subsidiary the creativity, expertise and senior with more than 5,500 employees of Fahlgren Mortine and works level engagement characteristic of in 65 cities worldwide. Edelman with many notable brands, includ- 261 Fifth Avenue, 2nd floor partners with many of the world’s ing Bermuda Tourism Authority, New York, NY 10016 a boutique agency, with the strate- gic abilities, intellectual capital and largest and emerging businesses Four Seasons Resorts Vail and 212/685-4300 and organizations, helping them [email protected] bandwidth of a large corporation. Whistler, and Sandos Hotels and www.dkcnews.com evolve, promote and protect their Resorts. brands and reputations. Daniel J. But what matters most to our cli- Sean Cassidy, President dOdGE Edelman founded the agency on ents is our way of doing business. COmmUNICATIONS October 1, 1952, in Chicago. His We’re accountable, approachable Established in 1991, DKC is one values and vision have led the firm, and committed to helping our of the top 10 independent firms in which remains independent and clients succeed. It’s enabled us 11675 Rainwater Dr., #300 family-owned, through its 60-plus the United States by fee revenue. Alpharetta, GA 30009 to achieve a Net Promoter Score Based in New York City with offic- 770/998-0500 years of operation. (NPS) that places us in what the es in Los Angeles, San Francisco, Fax: 770/998-0208 Edelman is comprised of six creator of the NPS deems the Chicago, Albany and Washington, www.dodgecommunications.com global practices which make up “world-class” range, and it means DC, DKC is a full service public dodgecommunications.com/blog its core competencies: Consum- our clients enthusiastically recom- relations, marketing and govern- Twitter: @DodgeComm er Marketing, Corporate, Digital, mend us to their peers. It also helps ment affairs company, providing all Public Affairs, Crisis and Risk and us attract the best talent from the communications services including Brad Dodge, CEO Business + Social Purpose, along corporate and agency worlds who strategic counsel and planning, me- Brian Parrish, Exec. VP & with five global sectors offering Principal are looking for the best place to dia relations, digital and social me- Chowning Johnson, VP deep industry expertise in Ener- practice their profession and make dia, integrated marketing, executive Elisabeth Deckon, VP gy, Financial Services, Food & a real difference with clients. positioning, crisis management, Beverage, Health and Technology. public affairs, original content de- Dodge Communications is Edelman was awarded the Grand FEINTUCh velopment, event production, ad- the nation’s leading integrated Prix Cannes Lion for PR in 2014 vertising and branding. communications agency serving and was among Glassdoor’s “Best COmmUNICATIONS DKC was founded under the healthcare’s innovative companies. Places to Work” for the third time philosophy of combining strategic With 14 years of experience and in 2014. Edelman owns specialty 245 Park Ave., 39th flr. communications principles with an exclusive focus on the busi- firms Edelman Berland (research) New York, NY 10167 creative concepts and programs ex- ness-to-business side of health- and United Entertainment Group 212/808-4900 ecuted via extensive, high-impact care, more than 250 companies (entertainment, sports, experien- Fax: 212/808-4915 relationships. We operate on the have turned to Dodge to help grow tial), a joint venture with United [email protected] principle that strategic communica- their businesses through effective Talent Agency. Visit edelman.com www.feintuchcommunications.com tions — no matter the platform and strategy and content development; for more information. www.PRWorldAlliance.com regardless if the content is earned, public relations and social media; FAhLGREN Henry Feintuch, President owned or sponsored — requires a marketing and branding; digital thorough understanding of the news and analytics; and lead generation mORTINE Feintuch Communications is a and how to make it. We are focused and nurturing. Dodge’s proven pro- boutique strategic relations firm on providing results that impact our grams help healthcare companies 4030 Easton Station, Suite 300 offering senior counseling, expe- clients’ businesses and we are driv- strengthen their brands, enhance Columbus, OH 43219 rience and hands-on support to a en by our ability to create connec- thought leadership and increase 614/383-1500 broad range of organizations — tions between our clients and the demand for their products and ser- Fax: 614/383-1501 from the Fortune 500 to emerging audience important to them. [email protected] companies, non-profits and associ- vices. This single-market focus, www.fahlgrenmortine.com Our client list is as diverse as the three-pronged approach and pas- ations. We’ve aligned our in-house backgrounds of our staff, and in- sion for providing excellence in cli- Neil Mortine, President & CEO talent and external resources around

76 MAy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Ranked PR Firms the critical business and marketing FINN PARTNERS challenges faced by businesses to- day — including strategic public 301 East 57th St., relations, business development, New York, NY 10022 investor relations, capital sourcing, 212/715-1600 partnership development, adver- www.finnpartners.com tising and marketing. We serve on Twitter.com/finnpartners the board and are a partner in PR Facebook.com/finnpartners World Alliance (PRWorldAlliance. LinkedIn.com/company/finn-partners com), a global partnership of pre- mier independent communications Peter Finn, Founding Partner consultancies. [email protected] (NY) In our delivery of sophisticated Dena Merriam, Co-Founding Partner public relations services, we focus [email protected] (NY) on specific needs — such as media Richard Funess, Sr. Managing relations, new product launches, Partner corporate identity and branding [email protected] (NY) — as well as broader-based ini- tiatives including industry analyst Finn Partners is a dynamic, campaigns, trade and consumer rapidly growing public relations outreach, awards and honors pro- agency with deep digital capabil- grams, speaking platforms and as- ities that infuse our work in many sociation marketing. Key PR prac- specialty areas. We have a team of tices are technology, advertising & 450 professionals with very strong media, financial services and clean expertise in tech, education, con- tech/energy. sumer, travel, health, arts, public For companies looking to ex- affairs and CSR. Today the firm pand into new global markets, our has 12 offices around the world, JumpStart Global Advisors (www. with headquarters in NY and ad- jumpstartglobal.com) subsidiary ditional offices in Chicago, De- offers a bundle of integrated ser- troit, Fort Lauderdale, Jerusalem, vices that allow them to enter those London, LA, Nashville, Paris, markets quickly and efficiently — Munich, San Francisco and Wash- everything from legal, accounting, ington D.C. administrative, HR and recruitment The firm experienced strong to business development and dis- growth in 2014 by growing ex- tribution services — coupled with isting client relationships, win- the appropriately scaled PR and ning new accounts and making marketing initiatives to generate acquisitions. In the fall of 2014 inquiries. Finn Partners acquired Johnson Our goal is to provide the expert King, a B2B tech specialty firm in Finn Partners’ Senior Managing Partner Richard Funess (left) and Found- service, experienced counsel and London with offices in Paris and ing Partner Peter Finn (right). hands-on support that our clients Munich. Later that year, we also need to meet their business objec- acquired the PR business of the tives. Our commitment is to be a Gabbe Group, which specializes environment. We believe strong- Foundation, Viacom, and W.K. superior business partner and an in health and higher education. In ly that by creating a “best place to Kellogg Foundation. outstanding strategic relations firm January 2015, Finn Partners ac- work” culture, we will retain and in each and every client engage- quired DVL Advertising and PR attract the best talent in the indus- FOOdmINdS, LLC ment. and Seigenthaler PR, both located try, enabling us to do the very best Clients: Accura Media Group, in Nashville. Our core philosophy work possible for our clients. CityShares, Convene, GSI, Impe- We are excited by the changes 328 S. Jefferson St., Suite 750 is a commitment to collaboration Chicago, IL 60661 rial Holdings, Listener Driven Ra- and partnership, both internally taking place in our industry and 312/258-9500 dio, Optimal Payments, PL Devel- among our colleagues and with feel that the future holds enormous Fax: 312/258-9501 opments, Secure-24, Soliddd, and our clients. We are very focused opportunities for companies inte- www.foodminds.com Worthy.com. on creating a “best place to work” grating digital strategies into their [email protected] communications mix. We work [email protected] every day to meet and exceed our [email protected] clients’ expectations, and we thank each and every one of them for FoodMinds is an award-winning placing their trust in Finn Partners. consulting and communications Finn Partners Clients include: company boldly transforming the Air France, AMSURG, Blue Cross world view of food, nutrition and Blue Shield of Michigan, Cooper health. We harness communica- Hewitt, DHL, Exxon Mobil, Elec- tions, science and public affairs to tronic Recyclers International, establish unique selling proposi- First Five Years Fund, IEEE, I tions and produce novel food and Love NY, Jack Daniels, Jamaica nutrition programs. Clients come Tourist Board, Jamba Juice, JM to FoodMinds when they want to Sucker Co., Logitech, M.D. An- create a better story that makes a derson, Natural Resources Defense difference, and tell it in a way that Council, Solomon R. Guggenheim achieves their objectives through Foundation, US Consumer Prod- The team at FoodMinds. uct Safety Commission, Verizon _ Continued on page 78

ADVERTISING SECTION | www.ODwyERPR.COM | MAy 2015 77 Profiles of Ranked PR Firms

Railroad, Wilmington and Beach- GREGORy FCA es CVB (N.C.), NC State Univer- sity, MOVES Magazine and more. 27 West Athens Avenue Ardmore, PA 19003 GATESmAN+ 610/642-8253 www.gregoryfca.com dAvE PR blog.gregoryfca.com financialservicesmarketing.com www.facebook.com/gregoryfca 2730 Sidney St., Building 2 www.twitter.com/gregoryfca Ste. 300 www.linkedin.com/gregoryfca Pittsburgh, PA 15203 412/381-5400 Gregory FCA is a full-service, [email protected] www.gatesmandave.com strategically integrated firm pro- viding contemporary public rela- John Gatesman, President & tions for today’s digital economy. Chief Executive Officer The 50th largest firm in America, Dave Kwasnick, Partner, Exec. Gregory FCA is celebrating its 25th anniversary, creating and deploying The Gatesman+Dave PR team (from L to R): Mary Kate Joyce, senior ac- VP, Chief Creative Officer Shannon Baker, Partner, sophisticated national media rela- count executive; Beth Thompson, account supervisor; Desiree Bartoe, Executive VP, Public Relations & tions, social media, content market- account supervisor; Meredith Klein, senior account executive; Erin Social Media ing, investor relations, and financial Hess, account coordinator; Paige Blawas, assistant account executive; communications campaigns. Shannon Baker, partner, executive vice president, public relations and We Are Writers, Researchers Our clients are fast-growing social media; Lauren Wenzel, account executive. and News Hounds. private and publicly traded com- Gatesman+Dave PR tackles panies who depend on us to help employs 87 public relations, pub- your toughest business and com- them build their businesses through FOODMINDS lic affairs, social media, advertis- munications challenges — wheth- high-profile exposure in traditional _ Continued from page 77 ing and digital marketing experts er it’s to stand out in a competitive and digital media, and the capital among its Raleigh, N.C. headquar- environment, change perception, markets. ters and New York City, Los Ange- protect your reputation or navigate Gregory FCA’s staff of 50 profes- measurable results. les and Tampa offices. the rapidly evolving social and sionals includes top minds in writ- FoodMinds brings together the FWV is ranked as the 21st larg- digital world. ing, public relations, and finance right mix of talented, seasoned and est independent PR firm in the We motivate action and influ- who service many key markets, in- motivated professionals — from U.S. and has been named the #1 ence the behavior of your key au- cluding financial services, fintech, registered dietitians, consumer PR firm in the Southeast byO’Dw - diences to increase sales, market enterprise technology, and consum- marketers and media strategists yer’s for the 11th consecutive year. share and brand affinity. er tech. to PhDs, science writers and pub- FWV also places second in sports We combine critical and creative We are experts at telling our cli- lic affairs experts — to shape a PR, third in beauty and fashion thinking to produce ideas and con- ents’ stories and driving those mes- new food frontier with our clients PR, 12th in travel PR and 12th in tent that stem from research and sages out to a proprietary network where people are healthier and entertainment PR nationally. insights to disrupt, educate and of media contacts, bloggers, con- happier. The first and only N.C.-based engage consumers, media and the sumers, investors, institutions, and Clients include: Almond Board firm to capture not one or two or industry. other interest groups that can help of California, American Heart As- three, but four coveted “National Founded in 2006, Gatesman+- our clients grow. sociation, Applegate, Can Manu- Agency of the Year” awards (The Dave is a privately held corpo- If your business could benefit facturers Institute, Dairy Manage- Holmes Report and Bulldog Re- ration owned by Partners John from high-profile media exposure, ment, Inc., General Mills, Hass porter), as well as the first N.C.- Gatesman, Dave Kwasnick and social media buzz, digital and tra- Avocado Board, National Cattle- based company to top the list Shannon Baker. ditional communication services, men’s Beef Association, Nestlé, of the world’s fastest-growing Our client roster: or integrated investor relations ca- Sabra Dipping Company, The Walt agencies as measured by year- Innovation and Technology: pabilities, join the companies who Disney Company, and Welch’s. over-year percentage growth (PR National Inventors Hall of Fame, call Gregory FCA their agency of Week), FWV’s national and inter- Collegiate Inventors Competition, record. FRENCh/WEST/ national clients include Wrangler, Camp Invention, Pittsburgh Life ABB, Justin Brands, Pendleton Sciences Greenhouse. Restaurant/ G&S BUSINESS vAUGhAN Whisky, the International Gem- QSR: BRGR, Grit and Grace, Wil- ological Institute (IGI), Saft and low, Spoon, Spuntino Wine Bar COmmUNICATIONS 112 East Hargett St. Moe’s Southwest Grill restaurants. & Italian Tapas, Quaker Steak & Raleigh, NC 27601 In addition to its core public re- Lube, Qdoba Pittsburgh. Retail: 60 East 42nd Street, 44th Floor 919/832-6300 lations business, FWV is home to SHOP ‘n SAVE, Foodland, Gabri- New York, NY 10165 www.fwv-us.com one of the nation’s top digital ser- el Brothers, Rugged Wearhouse, 212/697-2600 vices practices. A leader in launch- S&T Bank, Ruff Creek Markets, Fax: 212/697-2646 Rick French, Chairman & CEO www.gscommunications.com ing award-winning, results-driv- Pittsburgh Paints & Stains, Hor- David Gwyn, President / Principal ® Twitter: @gs_comms Natalie Best, Executive Vice en marketing campaigns, FWV mel Foods: HOUSE of TSANG , Chicago 312/648-6700 President / Director of Client executes multifaceted digital and Children’s Museum of Pittsburgh. Raleigh 919/870-5718 Services / Principal social media initiatives to drive Healthcare: UPMC, National Mul- Basel + 41 61 264-8410 valuable, relevant lead generation tiple Sclerosis Society: Walk MS, French/West/Vaughan (FWV) and fan growth, as well as stimu- Charcot-Marie-Tooth Associa- Luke Lambert, Pres.. & CEO is the Southeast’s leading public late product trials, influencer and tion, Casey’s Clubhouse. Energy: Jeff Altheide, Exec. VP relations, public affairs and brand targeted audience awareness and EQT, People’s Natural Gas Busi- Seth Niessen, Controller communications agency, inde- conversions on behalf of premier ness-to-Business: GENCO, Chro- pendent or otherwise. Founded in companies and brands, including: malox, U. S. Steel, NXT, Standard G&S is an independent business April 1997 by Agency Chairman Riders by Lee, NATHAN, Calli- Bent Glass, Global Security Glaz- & CEO Rick French, FWV now garis Home Furnishing, Tweetsie ing, J.P. Mogan: LAZ Parking. _ Continued on page 80

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Profiles of Ranked PR Firms

etta, ME Global, Medical Mutual, ThE hOdGES Miele USA, Million Dollar Round Table, National Elevator Industry, PARTNERShIP Inc., Neolith/The Size Sintered Ceramics, Nielsen, Nomaco, Pana- 1805 East Broad St. sonic, Ply Gem, Inc., Rayovac/ Richmond, VA 23223 Spectrum Brands, Schindler Ele- 804/788-1414 vator, Schumacher Homes, South- Fax: 804/788-0085 ern States Cooperative, Steelcase, [email protected] Stericycle, Syngenta, The Energy www.hodgespart.com Foundation, Trade Commission of Spain, Trudeau Corp., U.S. Grains Jon Newman and Josh Dare, Founders Council, Victorinox, and Xuber In- Caroline Platt, COO surance. When former journalist Jon GymR, LLC Newman and long-time corporate (GETTING yOUR PR client Josh Dare founded The GYMR Partners Patrick McCabe and Sharon Reis. Hodges Partnership in 2002, they mESSAGE RIGhT) set out to create the kind of firm that their much younger selves marketing services — Content, G&S BUSINESS COMM. 1825 Connecticut Ave., N.W., would have liked to have worked Creative, Digital, Events, Media, with — an agency with smart but _ Continued from page 78 and Social — delivered by account Suite 300 Washington, D.C. 20009-5708 unpretentious people, one that puts teams who are intimately involved 202/745-5100 a premium on integrity and re- communications firm with head- in a client’s business and become Fax: 202/234-6159 sults and that injects just the right quarters in New York and offices in trusted advisers. www.gymr.com amount of fun into the day’s hard Chicago, Raleigh, N.C., and Basel, Our practice groups — Business work. Since then, Richmond, Va.- Switzerland. The firm’s global net- Consulting, Employee Engage- Patrick J. McCabe and Sharon based Hodges has grown beyond its work extends across 50 countries ment and Sustainability Consulting M. Reis, Partners core competency of media relations through its PROI Worldwide part- — bring dedicated resources, best Becky Watt Knight, SVP and strategic counsel to become a nership. G&S integrates business practices and tools to leverage busi- Michael Warner, VP leading integrated agency, harness- Peter Perl, Senior Counselor and communications strategies, us- ness communications strategies for ing the power and efficiency of ing a full range of communications maximum impact. Nick Ferreyros, Hieu Nguyen, Amy Martin, Tamara Parr, MS social media and brand journalism services, to build sustainable rela- Partial client roster: ACC/Cyber- as public relations tools. While we tionships for clients along the entire security, ADP, Algenol Biofuels, Founded in 1998, GYMR is an would stack up our media relations value chain. We inspire action that Arabian American Development award winning, boutique public re- successes against any other firm drives results. Co., Catholic Cemeteries, CE- lations firm located in Washington, — with regular placements in na- G&S focuses on key markets MEX, Coeur Mining, Common- DC. We focus solely on health and tional media outlets as well as par- — Advanced Manufacturing, fund Group, DECA-Golf Buddy, healthcare and our expertise spans ticularly strong relationships within Agribusiness and Food, Clean Dow Chemical, DRI International, all aspects of strategic communica- Virginia — our work in the area of Technology and Energy, Con- Firestone Building Products, Flor- tions planning and implementation, sponsored content is helping clients sumer, Financial and Professional ida East Coast Railway, Firestone including issues management, me- deepen their customer relation- Services, and Home and Build- Building Products, GE Capital, dia relations, science promotion, ships, raise their visibility and iden- ing — where the agency has deep Häfele America, Head USA, Inc., special events, branding and posi- tify, nurture and secure new clients. experience and offers valuable Heartland Payment Systems, In- tioning and more. Our clients get A perennial recipient of awards insight. We employ a comprehen- termatic, Intertek, Kimley-Horn, the best of both worlds: the skill from PRSA, Hodges was named sive suite of communications and LORD Corporation, Martin Mari- and capabilities of a large firm with as among the top three small busi- the heart and soul of a small busi- nesses to work for within Virginia ness. We are passionate about our by Virginia Business magazine for work, and we never forget why we the past two years. do it: to produce outstanding results for our clients and bring about pos- itive change. Our experience and ThE hOFFmAN collaborative environment informs AGENCy and inspires our approach to getting your message right. 325 South 1st Street, 3rd Floor Partial Client List: AdvaMed, San Jose, CA 95113 American Academy of Family Phy- 408/286-2611 sicians American Board of Internal www.Hoffman.com Medicine, American Psychiatric www.IshmaelsCorner.com Association, Avalere Health, Ban- Lou Hoffman, CEO ner Alzheimer’s Institute, Brave- Steve Burkhart, U.S. General well Collaborative, Campaign Manager For Tobacco-Free Kids, Digestive Lydia Lau, VP, Global Operations Disease Week, Duke University, Steve Jursa, Vice President Health Affairs, Institute of Medi- Kymra Knuth, Vice President cine, National Institutes of Health, Peter G. Peterson Foundation, Rob- Defining communications broad- ert Wood Johnson Foundation, So- ly to include digital, content mar- ciety for Healthcare Epidemiology keting, thought leadership as well of America The Nemours Founda- The Hoffman Agency demonstrates visual storytelling for St. Patrick’s Day. tion, and The Vision Council. _ Continued on page 82

80 MAy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Ranked PR Firms Today, ICR has approximately serve as writers and brand journal- 500 clients across 20 industries ists for clients) and a visual com- and is one of the largest indepen- munications team (consisting of dent agencies in North America. designers specializing in filmmak- The firm maintains offices in Bos- ing, infographics, motion graphics, ton, Connecticut, Los Angeles, and electronic slideshows). New York, San Francisco and Bei- jing. In 2014, ICR once again saw INTERmARKET double digit revenue growth driven COmmUNICATIONS by new client wins including Wei- bo, La Quinta Holdings, Freshpet, 425 Madison Ave., Suite 600 Rubicon Project, Extended Stay, New York, NY 10017 AltheaDx and Paramount Group, 212/888-6115 among others. In January of 2015, [email protected] ICR hosted the 17th Annual ICR www.intermarket.com XChange, the firm’s annual inves- Hunter Public Relations Partners (left to right) Jason Winocour, Grace tor conference, which drew more Matt Zachowski, Managing Leong and Jon Lyon celebrate the firm’s 25th anniversary. Partner & Executive Chairman than 150 private and public com- Martin Mosbacher, Managing pany management teams and over Partner & CEO recognized mid-sized firms in mar- 2,000 attendees. Neil Shapiro, Managing Partner THE HOFFMAN AGENCy keting communications. & Chief Operating Officer _ Continued from page 80 Hunter PR’s long-term clients INKhOUSE William Ferri, Managing Partner include some of the most iconic Stephanie DiIorio, VP Mike Gelormino, Nick Lawler, consumer packaged goods compa- as traditional PR, The Hoffman 260 Charles Street Jade Faugno, Senior Account Agency knows how to differen- nies in America including Tabasco Waltham, MA 02453 Supervisors tiate brands and deliver air cov- (our first client 26 years ago, and 781/966-4100 er for sales. Launched in Silicon still a client today), Kraft Foods (24 www.inkhouse.com Intermarket Communications Valley with a heritage in tech PR, years), and 3M (18 years). Revital- has long been a leading indepen- the firm’s work today cuts across a izing mature brands, creating buzz Beth Monaghan and Meg dent provider of public relations range of industries. around new products and building O’Leary, Principals & and marketing services to clients While campaigns vary by client awareness among key influencer Co-Founders in the global financial services in- and industry, all share one theme: groups are among the firm’s spe- dustry. More recently, its client list the creation of content that reflects cific areas of expertise. Specialized Founded in 2007, InkHouse is has grown to encompass the fields the tenets of storytelling. This research, social media, Hispanic, an award-winning public relations of food and nutrition, life sciences, means developing narratives that entertainment, cause marketing, and content marketing agency for technology and higher education. prompt journalists to write and tar- digital and graphic design services the digital age. Named one of the We offer clients a combination of get audiences to read — a far cry round out the agency’s insight fastest-growing PR agencies in the strategic expertise and informed from the “corporate speak” that based, 360-degree approach. U.S., with offices in Waltham, MA execution designed to generate the might satisfy internal stakeholders. Named “Consumer Agency of the and San Francisco, CA, InkHouse media coverage and social media Toward this end, the firm conducts Year,” “Best Digital PR Firm,” and boosts the brands of and incites in- amplification that builds and main- storytelling workshops for internal “Best Place to Work,” Hunter PR, terest for early-stage startups, For- tains reputation, and achieves sus- communicators, executives and now a member of MDC Partners, is tune 100 enterprises, and lots of tained results. employees. proud to be a communications firm companies in between. In addition Founded in 1986, Intermar- For clients with global needs, the where the best brand teams and to media and analyst relations, Ink- ket Communications works with Agency operates in Asia Pacific, companies keep their business and House helps its clients gain market clients throughout the global Europe as well as the United States. the best talent in the business wants attention through a unique content business community, including Unlike traditional agencies handi- to work. marketing practice, which includes investment marketplaces and ex- capped by their silo structure, The a news bureau (consisting of for- changes, leading buy-side and sell- Hoffman Agency applies a collab- ICR mer journalists from the AP, New side institutions, banks, alternative orative approach to implementing York Times, Boston Globe, etc. who investment providers, technology multi-country campaigns. This 685 Third Avenue, 2nd Floor leverage of content and thinking New York, NY 10017 across geographies ultimately gen- Fax: 646/277-1201 erates better results. www.icrinc.com

Thomas M. Ryan, CEO, hUNTER PUBLIC Co-Founder RELATIONS Don Duffy, President Established in 1998 and private- 41 Madison Ave., 5th Flr. New York, NY 10010 ly-held, ICR partners with compa- 212/679-6600 nies to develop strategic commu- [email protected] nications programs that achieve www.hunterpr.com business goals, manage risk, and enhance the value of the enterprise. Combine limitless creativity and The firm’s pairing of capital mar- enthusiasm with research-based kets veterans and senior commu- strategic counsel, outstanding tra- nications professionals provides a ditional media relations and social highly-differentiated offering, one media savvy and you have Hunter that continues to serve as the foun- From left to right: Meg O’Leary and Beth Monaghan, Principals and Public Relations — one of the most dation for significant growth. Co-Founders of InkHouse.

82 MAy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION Profiles of Ranked PR Firms and service providers, as well as the industry, and we bring inten- government and industry organi- sity, intelligence and discipline zations. — the cornerstones of every Service is the key factor that sets good political campaign — to the Intermarket apart. At Intermarket, healthcare arena. all clients work directly with a team of experienced financial com- munications professionals who un- JPA hEALTh derstand your business, help shape COmmUNICATIONS your story, and know how to make that story resonate with the audi- ences you need to reach. 1420 K Street, N.W., Suite 1050 Washington, DC 20005 202/591-4000 JARRARd PhILLIPS Fax: 202/591-4020 [email protected] CATE & hANCOCK, www.jpa.com @JPAHealthComm The KYNE NY team, fall 2014. INC. www.facebook.com/JPAHealth

The Horse Barn at Maryland Farms Carrie Jones, Principal & the most respected brands in the mission is to address unmet health 219 Ward Circle Managing Director competitive PR industry and has needs by connecting public and Brentwood, TN 37027 Ken Deutsch, Executive Vice 615/254-0575 elevated the art of brand position- private organizations in strategic Fax: 615/843-8431 President ing and messaging through devel- partnerships and related communi- [email protected] Valerie Carter, Sr. Vice President opment of creative programming cations programs. From identifying www.jarrardinc.com Berna Diehl, Sr. Vice President for global brands. JPR continues and engaging the right influencers, to develop and manage highly suc- to developing robust multi-stake- 161 N. Clark, Ste., 4700 JPA Health Communications cessful media relations, digital and holder campaigns, KYNE has deep Chicago, IL 60601 is an award-winning PR agen- influencer campaigns. JPR’s client experience in moving health issues 312/419-0575 cy known for crafting targeted, roster includes many of the world’s forward and driving towards mean- high-impact programs for nonprof- most highly esteemed hospitality ingful outcomes. David Jarrard, Kevin Phillips, it, pharmaceutical and government Molly Cate, Anne Hancock brands, luxury boutique properties, KYNE leads major health com- Toomey, Partners clients. By applying the influencer restaurants, spas and consumer munications initiatives both US Stephanie Tortorici, Managing relations model, JPA identifies and lifestyle brands. and globally and has a robust client Director engages key stakeholders to most The agency has grown more than roster that includes leaders in the effectively deliver our clients’ 80% over the past two years con- pharmaceutical and biotechnology Jarrard Phillips Cate & Hancock messages and drive change within sistently ranking among O’Dw- industry, government agencies and is the premier strategic communi- their field. yer’s top 100 fastest growing non-profit organizations. cations and public affairs team for Using proven foundational tools, agencies in the U.S. JPR has also KYNE was recently named hon- any healthcare provider in the na- JPA partners with clients to work earned a spot on the Inc. 5000 list orable mention, boutique agency tion experiencing a time of signif- smarter, faster and more strategi- of fastest growing private compa- of the year, at the 2015 PRWeek icant change, crisis or opportunity. cally, making their influencer re- nies, placing 12th in the nation for Awards. Connect with KYNE on Based in Nashville, with an of- lations more impactful. JPA’s ex- fastest growing private companies social media at www.facebook. fice in Chicago, our team of jour- clusive focus on health means that in travel and was ranked in 2014 com/KYNENYC and www.twitter. nalists, political operatives and clients can count on a team that among the New York Observer’s com/KYNENYC. former hospital marketing execu- has the experience and perspective PR Power 50 List. tives develops and manages suc- to provide sound, strategic health, LAmBERT, cessful campaigns throughout the medical and science communica- KyNE United States — from clearing the tions counsel, rooted in the reali- EdWARdS & way for mergers and acquisitions, ties of this dynamic landscape. to building, protecting and using JPA is a woman-owned small 21 Penn Plaza ASSOCIATES an organization’s reputation, to business with offices in Washing- 360 West 31st Street, Suite 1501 ton, Boston and London; it is a New York, NY 10001 47 Commerce Ave. navigating issues and change, to 212/594-5500 launching (or repositioning) a ser- member of IPRN, the world’s lead- Grand Rapids, MI 49503 [email protected] 616/233-0500 vice or business, to harnessing po- ing independent public relations www.KYNE.com litical power through building and agency network. Fax: 616/233-0600 www.lambert-edwards.com maintaining strong relationships Dublin with elected officials to retooling J PUBLIC 24-26 City Quay Jeffrey T. Lambert, President communications departments to be Dublin 2, Ireland Don Hunt, Managing Director, savvy and successful in this new RELATIONS +353 (0) 868576076 Partner era of healthcare. Christi Cowdin, Managing Los Angeles Director We understand healthcare and 530 7th Ave Suite 1108 7083 Hollywood Boulevard the complex pressures that drive New York, NY 10018 First Floor [email protected] Los Angeles, CA 90028 LE&A is a top-10 Mid- The June issue of O’Dwyer’s will www.jpublicrelations.com +1 424 274 0616 west-based PR firm and a top-20 investor relations firm nationally profile International PR firms, as Sarah Evans, Partner David Kyne, Founder & CEO with clients based in 20 states and well as Multicultural PR firms. six countries. As Michigan’s only If you would like to be profiled, Celebrating 10 years in busi- Founded in 2009, KYNE is an statewide firm — with offices in contact Editor Jon Gingerich at ness, J Public Relations (JPR) is award-winning strategic health Grand Rapids, Lansing and De- 646/843-2080 or a bi-coastal force with offices in communications and advocacy troit — LE&A serves middle-mar- [email protected] New York, Los Angeles, San Diego agency with offices in New York, and Arizona. The agency is one of Dublin and Los Angeles. KYNE’s _ Continued on page 84

ADVERTISING SECTION | www.ODwyERPR.COM | MAy 2015 83 w Profiles of Ranked PR Firms

at: www.landispr.com. to inspire people to action. Our Clients: AAA, Benjamin Moore, services include integrated PR Brain Health Registry, California campaigns, content marketing, Academy of Sciences, California media and blogger relations, social Bank & Trust, California State campaigns, influencer programs, Parks Foundation, Carrington events and experiential marketing, College, Cartridge World, City internal communications, crisis CarShare, Clickworker, Cold communications, spokesperson Stone Creamery, DeVry Univer- training, brand messaging, investor sity, E-greetings, Emirates Air- relations, and transaction commu- line, Fairmont Heritage Place, nications. GAP, Hilton Hotels, Jack Lon- don Square, Johnson & Johnson/ Care4Today, Kimpton Hotels and LAvOIEhEALTh- Restaurants, KMD Architects, SCIENCE Levi’s, Lotus Bakeries/Biscoff Cookies, The Mark Company, One Thompson Square Match.com, Maxthon, MetLife, Suite 503 The Landis Communications staff gathers at the San Francisco Chronicle Mills College, Native Trails, Boston, MA 02129 offices in April next to a bust of late, great journalist Herb Caen. Northstar Cemetery Group, NBC 617/374-8800 Universal, Old Navy, Partnership FAX: 781/723-0072 for Drug Free America, Pier 39, [email protected] Seating, Shopko Stores, Spartan www.lavoiehealthscience.com LAMBERT EDwARDS Port of San Francisco, Repost.us, Motors (NASDAQ:SPAR), Trinity San Francisco Ballet, San Francis- _ Continued from page 83 Health, Van Andel Institute, and co Convention & Visitors Bureau, Donna L. LaVoie, President and Wolverine World Wide (NYSE:W- San Francisco Symphony, Save CEO WW). the Redwoods League, Selequity, David Connolly, VP ket companies and national brands SFJAZZ, Simon Pearce, Sisvel, Lisa DeScenza, Director, Special across a wide array of industries. LANdIS Sony, Stanford University, Tiffa- Projects Honored by both PRWeek and PR ny & Co., Tishman Speyer, Tower LaVoieHealthScience is the ac- News as Small Agency of the Year, COmmUNICATIONS Two at One Rincon Hill, Troon knowledged leader for strategic LE&A has posted 16 consecutive Pacific, TRUSTe, UC Berke- INC. communications, PR and IR needs years of growth, been named by ley, UCSF, Vino Volo, Walmart, in the life science and pharmaceu- Crain’s as “Coolest Company to Whole Foods Market, Wolfe Vid- 1388 Sutter St., #901 tical industries. We help our cli- Work for,” earned four Silver An- eo, and Xerox. San Francisco, CA 94109 ents engage key audiences to build vil awards, and twice won Bull- 415/561-0888 dog Best Integration of PR and value through access and reach Fax: 415/561-0778 to critical stakeholders. Through IR. LE&A is also a proud Part- [email protected] LANE ner Agency in PROI Worldwide, www.landispr.com our proprietary process, LHS Im- a global network of independent 905 SW 16th Avenue mersion, we approach our clients’ public relations agencies dedicat- David Landis, President Portland, OR 97205 needs through the lens of each of 503/221-0480 ed to delivering seamless global Sean Dowdall, General Manager their target stakeholders: patients, results. Brianne Miller, Business providers, payers, partners and 500 Fifth Avenue, Suite 2720 investors and develop solutions to LE&A has assembled a team Development Director New York, NY 10110 of national agency, corporate and David Cumpston, Director achieve their business goals and 212/302-5365 build brand value. Wall Street veterans with proven www.lanepr.com expertise in delivering tangible, LCI is a full-service public Founded in 2001, LaVoieHealth- winning results. Our specialties relations, digital/social media, Wendy Lane Stevens, President Science has received 22 awards and client roster span consumer video and marketing communi- Amber Roberts, Vice President over the past five years in recog- products, specialty retail and na- cations agency that specializes nition of the work it has done for tional chains, food & beverage, in consumer, consumer technol- LANE combines deep experi- emerging and established industry health care, business services, ogy, B2B, corporate and institu- ence, broad connections and un- leaders in life sciences, pharma- manufacturing, technology, and tional public relations campaigns apologetic tenacity to deliver busi- ceuticals and government. faith-based products and services. that help support each business’ ness-building results for clients If you are not working with an “The PR Firm That Can Read an identified goals. LCI’s industry from coast to coast. agency or are not 100% happy Income Statement.”™ sectors include: healthcare, finan- Since 1990, LANE has served as with your current IR, PR or stra- Clients: Agility Health, Betha- cial services, technology, retail, a trusted partner to national brands tegic communication programs, ny Christian Services, Blackford hospitality, nonprofits and more. in the consumer/lifestyle, food and we should talk. If you’re seek- Capital, Blue Cross Blue Shield Through its Promised Results© beverage, financial services, and ing access, we can deliver it. We of Michigan, Continental Auto- return-on-investment program, technology sectors. Our strategic are focused on building trust and motive, Denali Flavors/Moose- LCI provides tangible metrics for communications counsel is ground- long-term relationships based on Tracks®, Downtown Detroit your PR dollars. LCI is a proud, ed in a comprehensive understand- the quality of work that we deliver. Partnership, DTE Energy, Great- certified member of the National ing of our clients’ industries and Many of our client relationships land Corporation, Huron Capital Gay & Lesbian Chamber of Com- backed by exceptional client ser- go back over a decade. Partners, International Automo- merce, is an official Corporate vice and an unrelenting commit- Clients: Biotechnology Indus- tive Components Group, Jamba Diversity Supplier and also is cer- ment to helping our clients achieve try Organization, Cydan Develop- At-Home Smoothies, Michigan tified as a Small Business -Enter business success. ment, Dara BioSciences, Dipex- Economic Development Corp. prise by the City of San Francisco. Drawing on insights garnered ium Pharmaceuticals, Molecular (MEDC), Mercantile Bank (NAS- LCI is the San Francisco member from firsthand experience as well MD, NewLink Genetics, Newron DAQ:MBWM), Michigan State agency of the Public Relations as from media, influencer and Pharmaceuticals, Novadaq Tech- University, Old Orchard Brands, Global Network, with 50 affiliate consumer circles, LANE’s multi- nologies Inc., SIRION Biotech, Ottawa Area ISD, Peak Resorts agencies worldwide. Call us at: faceted campaigns connect across Synchroneuron, Tyrogenex, Voisin (NASDAQ:SKIS), RECARO 415/561-0888 or visit LCI online digital and traditional platforms Consulting, and Xcovery Group.

84 MAy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION Profiles of Ranked PR Firms

L.C. WILLIAMS & LEVICK is a full-service, inte- grated communications agency that ASSOCIATES builds brands, protects reputations and shapes public policy for clients 150 N. Michigan Avenue that span the globe. The firm spe- Suite 3800 cializes in high-stakes campaigns Chicago, IL 60601 that blend state-of-art research, dig- 312/565-3900 ital engagement, traditional media Fax: 312/565-1770 [email protected] relations, grassroots outreach and www.lcwa.com high level advocacy into compre- hensive, holistic solutions that help Kim Blazek Dahlborn, President clients navigate today’s top con- & CEO sumer, crisis, litigation, financial Gary Goodfriend, Allison Kurtz, and public affairs issues. and Shannon Quinn, Exec. VPs From the Wall Street Crisis and Jay Kelly and Tim Young, VPs the Gulf oil spill to Guantanamo Green River Ordinance performs at SXSW 2015 Pandora Showcase as L.C. Williams & Associates is Bay and the Catholic Church, the a full-service public relations and firm’s advocacy has moved the nee- part of an integrated marketing campaign Marketing Maven executed communications services agency dle on the highest-profile matters for their client Kingston Technology. in recent memory. Led by veterans headquartered in Chicago. Our with fees based on an agreed-upon include public relations, digital of the White House, the U.S. Con- mid-sized company is made up of plan, not on time sheets. At LH&A branding, social media, crisis com- gress, top trade associations, and experienced, invested and creative expenses are never marked up and munications, change management Fortune 500 companies, LEVICK individuals whose mission is to clients never run out of allotted and investor relations. engagements have time and again provide clients a refreshing agency time. In 2014, Makovsky won 39 com- been recognized as industry stand- experience based on trust, flexibil- Headquartered in New York City pany and campaign awards includ- outs — winning Crisis Agency of ity and the delivery of meaningful with offices in Charleston and Mi- ing the Bulldog Stars of PR Awards the Year, Litigation Communica- results on time and on budget. ami, the agency boasts an excep- for “Agency Professional of the tions Firm of the Year and Crisis Our independent agency employs tional roster of clients with an un- Year,” and the American Business Management Campaign of the 30 professionals whose specialties matched rate of retention. In fact, Award for “Marketing Campaign Year, as well as top honors for Pub- include marketing communica- many clients have been partners for of the Year” for health services and lic Affairs and Investor Relations, tions, media relations, social media, more than 15 years. Clients find insurance. The firm has also been among other awards. corporate relations, employee/labor powerful synergistic relationships recognized for its “Overall Web communications, public affairs, cri- within the LH&A community, of- Design” by the American Business sis communications, special events, LOU HAMMOND ten joining forces on programs and Awards, “PR Firm of the Year” by community relations, media train- projects that maximize opportuni- PR News Elite Awards, “Healthcare ing and more. & ASSOCIATES ties for all. Agency of the Year” by The Holmes LCWA serves clients from a wide Furthering LH&A’s level of in- Report, and was ranked as one of range of industries and is one of the 900 Third Avenue tegration is Hammond Digital + the “Top Places to Work in PR” top agencies specializing in home New York, NY 10022 which is tasked with keeping a by PR News. The firm also won a 212/308-8880 products. Our national reach is steady eye on rapidly changing PRSA Bronze Anvil, three PRSA broadened globally by international Fax: 212/891-0200 [email protected] markets and trends — creating Big Apple Awards, the Financial affiliates through our membership www.louhammond.com strategies that engage media and Communications Society Portfolio in the Public Relations Global Net- www.twitter.com/louhammondpr consumers in key digital channels. Award for client campaigns and work. www.facebook.com/louhammondpr The agency’s goal is more than just multiple Gold, Silver and Bronze Among current clients: AC- www.pinterest.com/louhammondpr likes and fans; it’s creating a strong Stevies. GME-I, Accreditation Association community of brand ambassadors Makovsky is also the founder of for Ambulatory Health Care, Amer- Lou Hammond, Founder & and loyal customers. IPREX, the second largest world- ican Academy of Sleep Medicine, Chairman Stephen Hammond, CEO wide corporation of independent American Association of Endo- Terence Gallagher, President MAKOVSKy agencies in more than 30 countries dontists, American Nurses Associ- and 40 U.S. cities. ation, Chicago Children’s Theatre, For nearly 30 years, Lou Ham- Columbia College, Contigo, Eaton, mond & Associates (LH&A) has 16 E. 34th Street Electrolux, Eureka, First Alert, provided strategic counsel and re- New York, NY 10016 MArKETINg Frigidaire Professional, General sults-driven public relations pro- 212/508-9600 Fax: 212/751-9710 MAVEN Growth Properties, Labelmaster, grams to clients who set the stan- www.makovsky.com Life Fitness, Merit School of Mu- dard in the hospitality, tourism, twitter.com/makovsky 135 East 57th Street, 4th Floor sic, Oster Professional, Paramount home furnishings and lifestyle New York, NY 10001 Theatre, Parr Insurance, PopUp Re- industries. Through integrated, Ken Makovsky, President & CEO 212/967-5510 public, Pyramid Healthcare Solu- multi-channel communications Fax: 212/967-1813 tions, Response Team 1, Service programs that can be measured to Headquartered in New York, with [email protected] Corporation Int., Snow Joe, Trex, gauge effectiveness, LH&A has an owned office in Washington, www.marketingmavenpr.com UnitedHealthcare of Illinois, Ur- earned the recognition and respect D.C, Makovsky is a leading global gent Care Association of America. of today’s most influential media, independent integrated communi- Lindsey Carnett, CEO & Pres. its peers and most importantly, cli- cations consultancy, building busi- Phil Rarick, COO nesses and reputations with ideas Natalie Rucker, VP of Bus. Dev. LEVICK ents who rely upon the agency’s Aljolynn Sperber, Dir. of Social service, integrity and unmatched that cross the boundaries of tradi- Media style. tional, digital, social and experien- Mari Escamilla, Hispanic Media 1900 M Street, NW tial media. Washington, D.C. 20036 Founded by industry icon Lou Manager 202/973-1300 Hammond, the company takes Makovsky has specialties in Fax: 202/973-1301 pride in its departure from busi- Health, Financial & Professional With offices in Los Angeles and ness-as-usual, remaining fiercely Services, Technology and Ener- [email protected] _ Continued on page 86 www.levick.com independent and providing clients gy & Sustainability. Our services

ADVERTISING SECTION | WWW.ODWYERPR.COM | MAY 2015 85 Profiles of Ranked PR Firms

industry. advantage of the intersection of media, advertising and technology, MARKETING MAVEN With experience in virtually ev- media, digital and creative based travel and tourism, corporate social _ Continued from page 85 ery therapeutic category, our areas on analytical research. While the responsibility, healthcare, wellness of expertise include product and landscape has evolved, our pas- and nutrition communications, corporate communications, issues sion for consistently delivering LGBT and entertainment public management and crisis commu- high-quality, well-executed cre- relations. We adopt an earned, New York City, Marketing Ma- nication, media relations and me- ative campaigns is undiminished. shared, owned and paid approach ven’s integration of PR, SEO and dia training, advocacy relations, Our goal is to help the world’s to communications and work as an social media marketing helps pro- business-to-business PR and so- most inspiring companies share agency partner to deliver the best vide a competitive edge to their cial media counsel. Our agility, viewpoints that get people talking strategy and program execution clients. Marketing Maven helps ingenuity and ability to anticipate and keep their audiences engaged. to meet our clients’ business and businesses grow their revenues by opportunities and challenges helps We also have built our business communications goals. developing campaigns that engage us efficiently navigate our clients on the expertise of our people by MWWPR has been recognized a target audience, generate sales through today’s evolving health- procuring and developing the in- with top industry awards for client then utilize advanced metrics to care environment, while provid- dustry’s best talent. We foster in- work and thought leadership, in- measure ROI. Their services aid ing measurable and meaningful novation and experimentation that cluding “PR Agency of the Year,” national marketing campaigns and results. allows our people to develop their “Best Places to Work,” and “Cam- product launches with reputation Current clients include CSL careers to their fullest potential paign of the Year.” management, organic SEO track- Behring, Cutanea Life Sciences, and, in the process, deliver incredi- ing, competitive analysis reports, Genentech (Roche), Head & Neck ble service and value to our clients. NANCy J. key influencer identification and Cancer Alliance, Horizon Blue Clients: Allot Communications, online product reviews to help Cross Blue Shield of New Jersey, Booz Allen Hamilton, Carpathia, FRIEdmAN PUBLIC increase revenue. Hispanic mar- MannKind Corporation, Merck, Clarabridge, ColdLight, Crowd- RELATIONS, INC. keting is also a core competency Sanofi and St. Jude Medical. For Strike, Cyan, Databricks, EPiServ- for Marketing Maven, not only more information, visit mcspr. er, Heritage Provider Network, In- com. fozen, Ionic Security, K2 Software, 35 East 21st Street, 8th Fl. focusing on Spanish language me- New York, NY 10010 dia relations, but assisting clients L-SPARK, LogicNow, MACH37, MAXIMUS, Microsoft, Monster 212/228-1500 with culturally relevant content for mERRITT GROUP Fax: 212/228-1517 various marketing channels. Visit Government Solutions, Nok Nok [email protected] Labs, Novetta, PFP Cybersecuri- www.marketingmavenpr.com for 8251 Greensboro Dr., Suite 600 www.njfpr.com more information. McLean, VA 22102 ty, PhishMe, Primatics Financial, Clients: Argo Marketing, Baby 703/390-1500 Resolution1 Security, Riverbed Nancy J. Friedman, President Trend, Better Bone Health, Brides Fax: 703/860-2080 Government, SwitchPitch, Tab- leau Software, TAKE Solutions, Entertainment, Celeb Luxury, Eat [email protected] NJFPR’s “Leave No Stone Un- www.merrittgrp.com Teradata, Unisys, Venafi, Vigilant Well Co., eBev, EVA Airways, turned” philosophy has catapulted Fronto, Goldman Sachs 10,000 by Deloitte, Wave Systems, Work- Alisa Valudes Whyte, Sr. Partner front the firm to the top of the category Small Businesses, Southern Cali- & CEO in travel and hospitality. For cli- fornia Region, Greenleaf Medical, Thomas Rice, Exec. VP & Partner ents seeking senior level counsel, Holster Brands, InfoTech, Inova, Jayson Schkloven, Exec. VP & advocacy of their product and Intellectual Artists Management, Partner mWWPR unrivaled media savvy, Nancy J. Jabu’she, JDS Therapeutics, John Conrad, Exec. VP & Partner Friedman Public Relations is a Kingston Technology, Listen Up 304 Park Avenue South first-stop. A self-described “media New York, NY 10010 Espanol, Luvic Foods, Maverick Merritt Group is an award-win- junkie with wanderlust,” Nancy Angels, Micronutrients, No Sweat ning strategic communications 212/704-9727 www.mww.com and her team pride themselves on Laundry, Online Trading Acad- firm specializing in public rela- long-term partnerships with cli- tions, marketing, creative services, emy, Oomph Innovations, Plate- Michael W. Kempner, President ents and the ability to wring ev- kompaniet, Silk’n, Stalco, Urban digital & interactive and research & CEO ery ounce of marketing potential Home, Up2Us, Vida Natural Sci- & measurement. We have practices out of a property or destination ences, and WaterAid America. at the agency focused on Technol- MWWPR is a leading glob- utilizing social media, traditional ogy (cybersecurity, big data ana- al independent communications media, events and creative promo- lytics, mobile, networking, cloud agency. We specialize in public tions. mCS hEALThCARE and more), Government, Health- relations, public affairs and social PUBLIC RELATIONS care and Energy. We bring our media marketing strategies to help The Agency pioneered NY’s creativity to modern PR and mar- B2B and B2C companies engage, first Hotel Week in January 2012 to great success and increased 1420 State Hwy. 206 keting along with our deep domain influence and build relationships Bedminster, NJ 07921 expertise to help our clients reach with their key stakeholders. With participation in 2015. This year, 908/234-9900 their awareness, marketing and a unique approach to PR, we fo- NJFPR opened a west coast office, www.mcspr.com lead generation goals and domi- cus on delivering communication launched its eponymous Hotel nate their markets. Our client ros- strategies, creating awareness, Week program in LA, and estab- Joe Boyd, CEO ter includes organizations ranging managing reputation and changing lished a presence in Boston. The Eliot Harrison, EVP from large, industry-leading enter- perception. In doing so, we ensure agency now offers a social media Cindy Romano, Sr. VP strategist to extend its marketing Karen Dombek, VP prises to emerging, venture-backed that our clients Matter More™ to Laura de Zutter, VP innovators. the audiences who matter most. bandwidth to include a digital Merritt Group’s philosophy The agency has deep expertise strategy. Creativity. Service. Results. starts with understanding our cli- across sectors and specialty ar- Clients include: Borgata Hotel For three decades, MCS Health- ents’ target audiences and markets eas, including consumer lifestyle Casino & Spa, Atlantic City; Con- care Public Relations has focused and developing powerful messages marketing, corporate reputation, dado Vanderbilt, San Juan, Puerto solely on healthcare. Our creative and creative programs that create crisis and issues management, Rico; Copamarina Beach Resort & and passionate team has its fingers awareness for their innovations. government affairs, consumer and Spa, Guanica, Puerto Rico; Farm- on the pulse of the most import- We pride ourselves on deliver- enterprise technology, digital and er’s Museum, Cooperstown, NY; ant healthcare policy, media and ing insightful, strategic communi- social media marketing, and data Fenimore Art Museum, Cooper- technological trends shaping the cations approaches that take full and analytics. Focus areas include stown, NY; Gansevoort Meatpack-

86 MAy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Ranked PR Firms ing, NYC; Gansevoort Park Ave- cialists work together to create nue, NYC; Gansevoort Dominican cohesive campaigns that lever- Republic; Gansevoort Turks + Ca- age the right communications icos; Generator Hostels; Highgate and marketing vehicles across all Hotels; Hotel Commonwealth, touch points. Our clients range Boston; Hotel El Convento, San from major household names and Juan, Puerto Rico; JW Marriott elite luxury brands to some of the Camelback Inn Resort & Spa, world’s largest and highly regulat- Scottsdale; La Concha Resort, San ed professional and financial ser- Juan, Puerto Rico; Marmara Park vices and industrial organizations. Avenue, NYC; Margaux, NYC; We have helped clients reposition Marriott Courtyard Isla Verde, and rebrand; launch entirely new Puerto Rico; Nakkas Oriental brands and position global brands Rugs & Textiles, Istanbul; nyma, in the U.S. market; build websites the New York Manhattan Hotel, and social strategies; launch con- NYC; Oasis Collections; Pier A tent strategies; create brand expe- Harbor House, NYC; Refinery riences; drive executive visibility; Hotel, NYC; Rendezvous, St. Lu- prepare for and mitigate crises; en- cia; Sea Island, Georgia ; Sheraton gage key audiences and ultimately Hotels & Resorts; Spring Creek deliver results for our clients. Ranch, Jackson Hole, Wyoming; #NJFPRStrong! The Agency celebrates a hard week’s work with an en- St. Petersburg/Clearwater, Florida; ergizing cycling session at Soul Cycle. The Body Holiday, St. Lucia; The PERRy Bowery Hotel, NYC; The Hotel COmmUNICATIONS @ Times Square, NYC; The Jade, er’s Association, California Craft We do more than craft press NYC; The Jane, NYC; The Lud- GROUP Brewers Association, DBA Inter- strategy and lobby policymakers; low Hotel, NYC; The Maritime national, Fan Freedom, Foundation we provide everyone from For- Hotel, NYC; The Marlton Hotel, 980 9th Street, Suite 410 Medicine, NAMI California, Part- tune 500s and multinational cor- NYC; The Pod Hotel, NYC; The Sacramento, CA 95814 nership to Fight Chronic Disease, porations, to foreign sovereigns, Water Club, Atlantic City; The 916/658-0144 Pharmaceutical Research & Man- to individuals, to nonprofits and Fax: 916/658-0155 ufacturers of America, and Sierra trade associations with superior Wild Walk, Adirondacks, NY; The www.perrycom.com Williamsburg Hotel, Brooklyn; Nevada Conservancy. strategic communications counsel, and Westin Hotels & Resorts. savvy digital strategy, unique in- Kassy Perry, President/CEO genuity and flawless execution of Julia Spiess Lewis, Senior Vice POdESTA GROUP winning campaigns. That is why PEPPERCOmm INC. President clients have come to rely on the Jennifer Zins, Vice President 1001 G St., N.W., Suite 1000W Podesta Group’s unique, one-stop Washington, DC 20001 470 Park Ave. South, Perry Communications Group is 202/393-1010 brand of integrated communica- 4th Floor North Fax: 202/393-5705 tions and strategic consulting to New York, NY 10016 an award-winning, full service stra- tegic communications firm. Led by [email protected] move the needle for success. 212/931-6100 www.podestagroup.com Driven. Inspired. Smart. We are [email protected] Kassy Perry, PCG shapes ideas, galvanizes opinions and influences the Podesta Group. www.peppercomm.com Tony Podesta, Chmn. decisions ultimately leading to so- Kimberley Fritts, CEO Steve Cody, Co-CEO and cial change. The PCG team helps Missi Tessier, David Marin, Ed PUBLIC Co-Founder clients positively impact pressing Rothschild, John Anderson, Ed Moed, Co-CEO and issues not only in Sacramento, but David Kusnet, Erin Billings, COmmUNICATIONS Co-Founder also throughout California and the Josh Lahey, principals; Will INC. Ted Birkhahn, Partner & U.S. PCG works for clients in the Bohlen, Emily Pappas, Alex Sollberger, VPs President following sectors: land use and Worldcom Public Relations Group housing; health; environment; oil, Andy Amsler, VP & Dir. of Digital Ann Barlow, Partner & Katie Beck, VP, Mktg. & Partner President, natural gas and renewable energy; Branding One East Wacker Dr., #2450 Deborah Brown, Partner & finance; insurance; and countless Catherine Richards, VP & Dir. Chicago, IL 60601 Managing Director others. of Creative Design. 312/558-1770 Jackie Kolek, Partner & Whether the politically savvy Fax: 312/558-5425 Managing Director PCG team is managing a compli- With a keen understanding of the [email protected] www.pcipr.com Maggie O’Neill, Partner & cated public policy issue, running intersection between policy and Managing Director a statewide initiative campaign, publicity and enlisting an always Jill Allread, CEO & President leading a high-profile coalition on approach, the Podesta Group is Pamela Oettel, CFO & COO Peppercomm is an award-win- or helping clients communicate, a top-ranked, full-service, public Kathleen Boylan, Leigh ning strategic marketing and com- shape and influence with a mix of relations and global public affairs Wagner, Mary Erangey, Remi munications firm headquartered in traditional and digital strategies, firm. Staunchly independent since Gonzalez, Sr. VPs New York City with offices in San we achieve success by building inception, our shrewd specialists Ruth Mugalian, Beth Francisco, Boulder and London strong relationships with policy- have a long and award-winning re- Schlesinger, Wendi Koziol, that listens first, last and always. makers, the media and corporate cord of meeting our clients’ goals, Jack Wlezien, Johnathon We pride ourselves on listening influencers. We excel at working across the country and around the Briggs, Sara Conley, VPs to our clients’ needs as well as the with local and state governments, globe. Public Communications Inc. wants and needs of their various and since the company’s founding Informed by leading-edge data provides strategic counsel to cli- audiences. That focus on listening have worked with Fortune 500 and analytics, we are adept at ents, whether we’re dealing with before engaging (or creating) in- companies, major industry associa- framing debates, developing mes- the most serious and complex spired not only our tagline: “Lis- tions and charitable organizations. sages that resonate with influenc- issue, a national awareness cam- ten. Engage. Repeat.” but our stra- Current clients include: Bonnie J. ers and formulating strategies that tegic approach. Addario Lung Cancer Foundation, drive those messages home and Our integrated team of spe- California Automotive Wholesal- online, or amplify them abroad. _ Continued on page 88

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RACEPOINT Tina Elmowitz, Executive VP we would help them aggressively PUBLIC COMMS. INC. John Quinn, Executive VP embrace digital technology and _ Continued from page 87 GLOBAL that our senior account leadership rbb is a national marketing pub- would focus exclusively on their 53 State St., 4th flr. lic relations firm with a reputation business. At the same time, we Boston, MA 02109 for delivering award-winning re- adopted an operating model that 617/624-3200 sults and best practices to clients maximizes internal knowledge paign or the splashiest of events — Fax: 617/624-4199 who seek and appreciate the indi- sharing and keeps us on the lead- and we’ve been doing so for more [email protected] vidual attention only a boutique www.racepointglobal.com ing edge of change. than 50 years. agency can provide. As the cham- Today, as Walter Isaacson has Our job is to safeguard reputa- pion for Breakout Brands, rbb Racepoint Global is an integrat- said, personal computers and the tions and recommend the right inspires companies with insights ed marketing communications Internet have given us content way for clients to communicate on creating customer passion to agency that puts brands at the sharing, online communities, so what they have to say is heard increase sales. intersection of influence and ac- and social networking on a grand and influences their audiences. Four-time “PR Agency of the tion. Our powerful combination scale. Anyone, anywhere can cre- We are an integrated communica- Year” award winner, rbb has a features the best in digital market- ate, share and access information. tions firm, large enough to provide bilingual staff that excels in inte- ing, strategy, public relations and And we can now speak directly to all the communications services grated marketing/public relations, stakeholder communications. We people on behalf of our clients! As a client might require but small community relations, internal start with a powerful story, then a result, public relations is more enough that the firm’s officers are communications, reputation man- create, distribute, and activate powerful than ever before. directly involved, hands-on, in agement, product introductions, content in places people naturally As an agency, our focus is those each client’s program. digital, social media and creative engage, affecting opinion, shaping high-interest, issue-laden client PCI is a founding partner of the services. Firm capabilities encom- perception, and driving decisions. engagements where the flow of in- WORLDCOM Public Relations pass a variety of practice areas, To do this, we draw on a powerful formation and opinion can critical- Group, the world’s leading part- including consumer products, edu- network of earned and paid influ- ly influence decision-making — nership of independently owned cation, food & beverage, financial encers, a deep partner network, whether those decisions involve public relations counseling firms & professional services, health & and self-published, wholly-owned, a purchase, an investment, a vote, with more offices in more cities fitness, real estate, family -enter and unbranded communities. or a policy choice — in sectors as and countries than any multina- tainment, and travel & leisure. FieldFacts is a Racepoint Global diverse as financial services, food tional firm. Some of rbb’s Breakout Brand originated and designed software and nutrition, education, and tech- We have a strong concentration clients include: Adrienne Arsht platform that enables more focused nology. of business in healthcare, conser- Center for Performing Arts of relationship development for su- We support brand marketing, vation/environment, education, Miami, American Council of Ex- perior influencer management, corporate communications, sus- entertainment/culture/sports and ercise, Bank of America, Cleve- marketing campaigns and direct tainability issues, social respon- business clients from tech to non- land Clinic, Cross Country Home sales appeals. The product tracks sibility, and issue and crisis man- profits, entrepreneurs to advocacy Services, DHL Express, Disney on the social and real world foot- agement initiatives. Our subject groups. Ice, Dreams Resorts & Spas, First print of individuals to understand matter expertise includes media Our clients trust us and stay with Service Residential, Florida Inter- how and where they engage and, relations, digital and social media, us; our business has grown pri- national University, Florida Power based on the data, assigns an influ- advertising, research analytics and marily through referrals and word and Light, Hampton Inn & Suites, encer score. Users can apply the experiential marketing. of mouth. Almost 60% of our cli- Homewood Suites by Hilton, Ka- influencer score to decide which Our clients are Fortune 500 ents have been with us five years plan University, Norwegian Cruise individuals will yield the greatest corporations, entrepreneurial ven- or more; 15 and 20+ year relation- Line, Ringling Bros. and Barnum return through engagement, either tures, non-profit organizations and ships are common (and valued). & Bailey Circus, Secrets Resorts because they have large influential special interest groups. The one Our size and the depth of our & Spas, Thomson Reuters, and networks of their own or because constant they share is their rec- staff enable us to manage the most Vitas. For more information, call they are the absolute right buyer ognition that public relations and sophisticated assignments while 305/448-7457 or visit www.rbbpr. for our clients’ services and prod- public opinion are strategically allowing us to move quickly, be com critical to their success. flexible and change course when it ucts. FieldFacts also combines a makes sense. degree of human intelligence in Select clients: AIDS Foundation its analysis engine; our work has RF | BINdER ROSICA of Chicago, American Association shown that fully automated solu- PARTNERS, INC. of Diabetes Educators, American tions still make mistakes and that COmmUNICATIONS with human intelligence, we can Board of Medical Specialties, 950 Third Ave., 7th flr. American College of Allergy, dramatically minimize the oppor- 95 Route 17 South, Suite 202 tunity for error. New York, NY 10022 Paramus, NJ 07652 Asthma & Immunology, American 212/994- 7600 201/843-5600 Health Information Management Clients in technology, health- [email protected] care, life sciences, consumer, [email protected] Association, American Society of www.rfbinder.com www.Rosica.com Anesthesiologists, Association of public policy and public affairs www.BloggerReach.com Zoos and Aquariums, AstraZene- depend on Racepoint Global’s Amy Binder, CEO Joseph Fisher, Vice Chmn. ca Health Care Foundation, Bass unique approach to impact key Chris Rosica, President outcomes. Jason Buerkle, CFO Pro Shops, Chicago Zoological Atalanta Rafferty, Chief Society, Brookfield Zoo, Geor- Performance Officer Founded in 1980, Rosica Com- gia Aquarium, Infectious Dis- RBB PUBLIC Josh Gitelson, Exec. Mng. Dir. munications provides content and eases Society of America, John Chris Gee, Chief Digital Officer media relations support to bolster G. Shedd Aquarium, Livingston RELATIONS its clients’ communications, SEO International, McCormick Foun- RF|Binder spun itself off from and online reputation management dation, Museum of Science and 355 Alhambra Circle Suite 800 Ruder Finn thirteen years ago to initiatives. The agency’s mission Industry, National Society of Ge- Miami, FL 33134 pursue its belief that digital tech- is to promote and protect its cli- netic Counselors, Radiological 305/448-7450 nology would revolutionize public ents and support their sales and Society of North America, Univer- www.rbbpr.com relations, just as television had online marketing efforts. Rosica sity of North Carolina Health Care transformed advertising. Christine Barney, CEO _ Continued on page 90 System, and Walgreens. Lisa Ross, President We promised our clients that

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Profiles of Ranked PR Firms

ness of thinking to our global cli- lations, issues management, PAC the intersection of earned, owned ROSICA COMMUNICATIONS ents. management and external rela- and paid media strategy. Special- _ Continued from page 88 Ruder Finn is focused on helping tions. To learn more, visit SevenT- izing in travel and lifestyle brands, businesses and institutions trans- wenty Strategies at www.720strat- we represent some of the world’s form the way they do business, go egies.com. best hotel, resort, destination, to market and communicate with Clients: Aetna, American Assn. fashion, active and modern out- offers brand positioning, crisis the people that matter most. Our of Nurse Practitioners, Endo door brands. Our clients include communications, cause market- work spans four pillars — Corpo- Pharmaceuticals, National Assn. all of the places you’d like to trav- ing and blogger outreach services rate Reputation & Transformation, of REALTORS®, Novo Nordisk, el, and what you’d pack for those to a B2B and B2C clientele. In- Health & Wellness, Technolo- Pharmaceutical Research & Man- journeys. dustry focus includes healthcare, gy & Innovation and Consumer ufacturers of America (PhRMA), We have two U.S. offices in food and beverage, technology, Connections — with a focus in Property Casualty Insurers Assn. New York and Denver to best ser- media and agency, animal health, corporate reputation and media of America, Southwest Airlines, vice our worldwide clients based and beauty. We combine our core counsel, healthcare communica- and UCB Pharma. in the U.S., Canada, Mexico, Eu- strength of strategic media rela- tions, C-suite thought leadership, rope, Caribbean and South Amer- tions with fresh content develop- business transformation, financial ica. Founded in 1997, our tenured ment to manage perception and communications, crisis and issues SPm team of talented, full-time veter- build brands. The firm’s social management, employee engage- COmmUNICATIONS ans has a passion for travel and ac- media services include follower ment, technology communica- tive lifestyles. We live and breathe acquisition and sweepstakes, rep- tions, community building and in 2030 Main St., Third Floor our clients’ cultures and deliver utation monitoring, branding and cause-related work. Underpinning Dallas, TX 75201 meaningful results from our deep content creation, optimization and all of our offerings is a consistent 214/379-7000 industry relationships with jour- syndication. focus on digital content and strat- 24-hour media line: 817/329-3257 nalists and influencers. Clients: Aiya America, Ameri- egy through our award-winning www.spmcommunications.com Our dedicated 360 approach to can Flatbread Pizza, Bank of New full-service digital practice, RFI delivering integrated public rela- Jersey, Behrman House Publish- Dallas Denver New York Studios. tions, digital, content and social ing, Bridor USA, Burgess Group, We pride ourselves on our en- media campaigns continues to Cosmedicine, Exergen, Finally Suzanne Parsonage Miller, trepreneurial culture, where ev- President & Founder deliver bottom-line results for our Light Bulb Company, Infocore, ery employee is empowered and clients through powerful media Juventio, Lockhard & Wechsler, encouraged to contribute at the Founded in 1999, SPM is a thriv- exposure, influencer followings Nice Pak/PDI, Nutramax Labora- highest level. Senior leaders at ing Dallas-based PR agency with and consumer engagement. We are tories, and PetMate. Ruder Finn, many of whom have national reach, promoting and pro- a relationship agency, acting as in- been with the agency for over a tecting iconic food, restaurant, re- house support for our clients, and RUdER FINN INC. decade, are deeply involved in tail, lifestyle and franchise brands we are proud of our culture — we all accounts. The agency has also through media relations, social work hard, we get results and we 301 East 57th St. won awards for being a best place media strategy, spokesperson give back. New York, NY 10022 to work in PR. training and crisis management. 212/593-6400 Our “No Jerks” policy, which was vANTAGE PR Fax: 212/593-6397 SEvENTWENTy featured in The Wall Street Jour- nal, is the core of SPM’s culture. Kathy Bloomgarden, CEO 90 New Montgomery St. STRATEGIES It means we foster an atmosphere Suite 1414 Michael Schubert, Chief of mutual respect and trust among Innovation Officer San Francisco, CA 94105 Peggy Walsh, Global Chief 1220 19th St., NW, Suite 300 clients, team members and compa- 415/984-1970 Financial Officer Washington, D.C. 20036 ny leaders. Fax: 415/984-1971 Louise Harris, Chief Global 202/962-3955 From former newspaper report- [email protected] Strategist Fax: 202/962-0995 ers and TV journalists to social www.vantagepr.com Rachel Spielman, Global Head [email protected] media strategists, media relations of Corporate Communications www.720strategies.com specialists and corporate com- Ilene Adler, CEO Scott Schneider, Chief Digital munications experts, our team is Robert Adler, SVP Officer Pam Fielding, Pres. Vlad Cartwright, Exec. VP made up of experienced profes- Driven by a passion to deliver Susan Goldstein, Global Head sionals who approach each cli- of Health & Wellness Jeff Oldham, Mng. Dir. outstanding results, Vantage PR Levi Thornton, Chief Technology ent’s brand holistically. Whether is an award-winning tech public Officer Ruder Finn is one of the largest the client is a category-leading relations agency that goes the ex- Marichelli Hughes, VP, Media national powerhouse or a start-up, independent global communica- Rels. & Comms. tra mile for clients. Our customers tions agencies with offices across SPM works to build businesses by value the top-tier connections that North America, Europe and Asia. SevenTwenty Strategies is an creatively telling clients’ stories in we have, and appreciate the per- With approximately 570 employ- integrated public relations and many voices to many audiences to sonalized experience that we offer. ees globally, Ruder Finn combines public affairs agency based in not only resonate with consumers, Over 25 years, we have expand- a global understanding of the in- Washington, D.C. that specializes but provide measurable ROI. ed across the US, and now have novations and trends driving busi- in helping America’s top brands offices in San Francisco, Boston, ness with localized knowledge to listen to and engage their most im- TURNER PUBLIC New York and Orlando. Our pres- deliver transformational results. portant stakeholders — online and ence on both coasts enables us to We concentrate on high-impact, off. The nation’s most dynamic RELATIONS, INC. seamlessly service clients across global assignments that are stra- Fortune 500 companies and their the US, Europe and Asia. tegic for growing both our clients’ trade associations turn to SevenT- A Fahlgren Mortine company We have a range of B2B and business and our own. Our inde- wenty to help shape their influence 250 W. 39th St., #1602 B2C clients across multiple prac- pendence, deep bench of talent, leveraging a savvy mix of public New York, NY 10018 tice areas, including enterprise, 212/889-1700 entrepreneurial spirit and roots in relations and public affairs, cor- [email protected] security, mobile, adtech, consumer the arts, dating back to our found- porate social responsibility, digital tech, cleantech, biotech and med- ing in 1948, drives us to bring a grassroots and digital marketing, Christine Turner, President tech. “creative edge,” which we see as community based organizing, so- We have been recognized with the freedom of imagination to see cial media advocacy, internal em- Turner PR is a progressive com- things in a new way and the sharp- ployee communications, media re- munications agency dedicated to _ Continued on page 92

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Profiles of Ranked PR Firms

anchored by strategic communica- quired by Twitter (2013); Admeld tions planning. acquired by Google (2011). In addition, we have extensive We’re so successful at helping experience in crisis communica- businesses scale because we base tions, including strategy develop- PR and marketing on processes, ment and rapid response imple- not guesswork. First we under- mentation for both corporations stand the exact marketing chal- and individual executives. Our lenges your business faces, then background features work on cri- we build a strong, strategically ses for government agencies, na- integrated communications foun- tionally-recognized corporations, dation and marketing strategy to commercial real estate firms, and enable you to confidently address healthcare organizations, among those challenges. others. Whether you’re an emerging At Weiss PR, you’ll find ideas tech start-up or a global blue-chip built on strategy — not egos — company, we can nurture and guide from a team of senior-level public you towards a more profitable fu- relations professionals who are ture. Our clients have all made the committed to providing excep- “Wise” choice. Shouldn’t you? tional service, great work, and Wise Public Relations staff and friends showing support at the 5th Annual measurable results. ThE ZImmERmAN NYC Bowling for Breastcancer.org fundraiser. WISE PUBLIC AGENCy and development firms focused on RELATIONS 1821 Miccosukee Commons VANTAGE PR integrated business solutions to Tallahassee, FL 32308 _ Continued from page 90 drive change and growth through 77 Bleecker Street, Suite C2-23 850/668-2222 “pragmatic disruption” for the New York, NY 10012 www.zimmerman.com world’s leading brands and or- 212/777-3235 ganizations. W2O Group serves www.wisepublicrelations.com Carrie Zimmerman, President clients through a network of firms Twitter: @wisepr numerous industry awards for our ― WCG, Twist Mktg, and Brew- The Zimmerman Agency blends ability to deliver creative cam- Life ― through offices in Austin, 25 Taylor Street, Suite 509 bold basics and endless energy paigns that drive results. If you Boston, Chicago, London, Los San Francisco, CA 94102 with strategic creativity, capturing are looking to raise your company Angeles, Minneapolis, New York, 415/480-4059 revenue-driving results. Ranked profile and drive leads, please con- San Francisco, San Diego, Seattle, by O’Dwyer’s as one of the largest tact us at [email protected] or and Sunnyvale. Harrison Wise, Founder & hospitality public relations firms vantagepr.com. President in the United States, the agency Clients: Array Networks, Bio- John McCartney, Managing amplifies brands with the potent codex, Building IQ, CALMAC, WEISS PR Director, SF combination of the public rela- DIRTT, Dream Audio, GreatCall, Tracey Boudine, Director of tions division and a robust, digital/ Kaleidescape, KEMP, Moovit, Pu- 1101 East 33rd Street Media Relations social discipline. The empower- reClick, Simplexo, and Starcount- Suite C303 ing and creative culture of The er. Baltimore, MD 21218 At Wise Public Relations, we Zimmerman Agency yields fresh, 443/451-7144 use our collective expertise, in- dynamic dimensions of consumer www.weisspr.com dustry knowledge, experience influence. W2O GROUP and vast networks to create be- The global hospitality division Ray Weiss, President spoke, effective, strategic and in- includes clients from Hard Rock [email protected] 60 Francisco Street spiring earned and owned media Hotels & Casinos to SpringHill San Francisco, CA 94133 Jessica Trzyna, Executive Vice 415/362-5018 President campaigns for the disruptors, big Suites by Marriott, luxury prop- Fax: 415/362-5019 [email protected] thinkers, innovators, game chang- erties including Little Palm Island [email protected] Matt Pugh, Vice President ers, influencers and problem solv- in the Florida Keys, Waikoloa in www.w2ogroup.com [email protected] ers that are pushing the boundaries Hawaii and Casa de Campo in the of the industries that they serve. Dominican Republic, as well as Jim Weiss, Chairman & CEO Founded in 2008, Weiss PR, Inc. Wise Public Relations has prov- destinations like Park City, North Bob Pearson, President and helps businesses and non-profit en expertise and experience help- Carolina’s Crystal Coast and the Chief Innovation Officer organizations reach, engage, and ing both B2B and B2C business- country of Aruba. Tony Esposito, CFO An invigorated consumer divi- Mike Hartman, CCO influence the right audiences in es achieve tangible growth. We Jennifer Gottlieb, COO order to achieve their communica- deliver commercially focused PR sion boasts national brands includ- Paul Dyer, President of Analytics tions and business objectives. and content marketing programs, ing Party City, Pilot Pens, Cooper and Insights We serve organizations in five which is essential to an effective Tire, Firehouse Subs, TPC and John Cunningham, CTO key industry sectors — Construc- market-making, growth or exit A.C. Moore. tion (including commercial real strategy. And, we make a measur- The Zimmerman Agency blurs W2O Group provides integrat- estate development, architecture, able impact — our clients’ profits the lines of traditional public re- ed communications, business and design, and engineering); Health- grew significantly from previous lations, attracting some of Ameri- technology services to diverse care and Employee Benefits; Pro- years, establishing many of them ca’s most iconic brands, in and out organizations in industries rang- fessional Services; Technology; as fixtures on the 2014 Inc. 500 of the world of hospitality.  ing from healthcare to consumer and Nonprofit Organizations. fastest growing companies list — goods, entertainment, automotive, While the specific services we or they were better positioned for View & download profiles of aviation and technology. offer vary by client, we focus pri- exits totaling more than $1.5BN: hundreds of PR firms specializing in W2O Group is an independent marily on media and influencer 3Q Digital acquired by Harte a dozen industry areas at: network of complementary mar- relations, social media, and mar- Hanks (2015); LiveRail acquired www.odwyerpr.com keting, communications, research, keting services, all of which are by Facebook (2014); Spindle ac-

92 MAy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION

OPINION Professional Development Hail to the humble press release By Fraser Seitel of study in Boffo’s Englewood, NJ lab- cal, straightforward and ubiquitous mode o you think you’re a big time, big deal of writing is still the “who, what, where, oratory. It was market tested in Boffo’s PR executive? when, why and how” news release style. manufacturing center in Englewood, S Well then, surely you must know So take the following test, identify the CO and universally hailed by test how to write a news release. dozen errors in the copy and prove your subjects. I know. I know. PR professionalism. According to Boffo’s Angus McNulty, The news release is “This revolutionary watch will clear- dead, an anachro- Boffo Corporation ly pace the market, because it’s that nism, a reminder Contact: Garston “Gar” Klix of a simpler time, unique,. Release Date: Embargoed for The new watch, which comes in before Twitter, release, May 1, 2015 Instagram, Face- two styles — a “Deep Sea” version for book, and Meerkat $57.70 and a “Sports Pro” for $645.80 Boffo Corp. Announces Leading took over the so- — will be available for purchase in Edge Digital Watch cial communica- December in retail stores and online in tion landscape. November exclusively at their website. But if you really Englewood, May 1, 2015 — Boffo Fraser P. Seitel has do wish to be re- Corp., the nation’s most creative watch been a communications consultant, author and spected as a trust- maker announced they would begin Did you spot the 10 errors? teacher for more than ed PR professional marketing a cutting edge digital clock, Here they are: 30 years. He is the au- by your manage- capable of keeping more efficient and 1. No need for “Gar” in contact name. thor of the Prentice-Hall ment or clients, effective time for longer periods than Reporter doesn’t care what they call you; text, The Practice of then you simply Public Relations. any competing watch on the market. she wants news. must demonstrate 2. “Embargoes” are no longer honored by The new watch, described by indus- that you can write net-oriented journalists, eager to be first better than they can. try observers as “truly an amazing with a scoop. Avoid them. And the most understandable, practi- timepiece,” was the result of 10 years 3. “Leading edge” in the headline is a ta- boo term that can’t be substantiated and could turn a reporter off. 4. Englewood dateline needs a state. Is it New Jersey, Colorado, California, where? 5. “Most creative watch maker.” Who says? Prove it. You can’t? Then get it out of there. 6. Boffo Corporation is an “it” not a “t h e y.” 7. What does “more efficient and more effective time” mean? Define your terms. 8. Is it a “clock” or a “watch?” Make up your mind. 9. Who are the “industry observers?” Tell us or we’ll doubt you. 10. Again, which Englewood is it? And if I’m confused, then I ain’t writing no stinkin’ story. 11. Who is this “Angus McNulty” mak- ing this fatuous quote? Identify him. Pro- vide his title. 12. Why the stunning difference in prices between the two styles? Tell us for goddsakes! How’d ya’ do? Grading Scale Ten or more right, and you’re a bud- ding PR star. Six to nine right, and you better study up if you want management to respect you. Less than six right, not even a Ph.D. in hashtagology could salvage your sorry be- hind. 

94 MAY 2015 | WWW.ODWYERPR.COM Financial Management Demonstrating PR value, performance to clients

By Richard Goldstein The PR agency convinced Weber’s market- treats. usually write about financial or tax mat- ing VP to approve a plan to introduce new Performance factors ters. This month I went through my ar- gas grills using only men’s publications and Creativity on behalf of clients. Ichives and found a column on demon- newspaper columns aimed at men. (Of Innovation on behalf of clients. course, today this would be expanded to Strategic planning for clients. strating PR value to clients. Is this subject the internet.) Kicked off with a New York Concern for client’s interest. financial manage- press conference to which only men’s pub- Success in producing client results. ment? Sure, you lications were invited, the campaign was a Success in retaining clients. need to demon- huge success. Moral of the story: value can Agency long range planning. strate “value” to be demonstrated by switching consumer Agency strategic positioning. keep clients. How advertising campaigns to reach audiences New business effectiveness. many solid PR a brand indenteds to influence. Account management. agencies get a call Change attitudes Agency financial management. from one of their Harley Davidson, the only U.S. manu- Agency personnel management. great clients and facturer of heavyweight motorcycles, was Vendor relations. are told they want drowning in a sea of underpriced Japa- Facilities and equipment. to make a change nese bikes. To starve off disaster, Harley Rate of profit/ income growth. Richard Goldstein is or go through a petitioned the U.S. international Trade Agency general reputation. a partner at Buchbind- er Tunick & Company RFP process? Is it Commission to impose tariffs on imported When you are done ranking each ques- LLP, New york, Certified possible the agen- heavyweight motorcycles. tion 1 to 10 (I guess zero is OK), total the Public Accountants. cy is somehow not PR had conflicting dual assignments: (1) score. 140 and above is excellent. 120-139 communicating Convenience the trade commission that is pretty good. 100-119, fair. 80–99, woeful. value to your cli- Harley might go out of business unless it 60-79, awful. Below 60? Get a new job. ent? Better yet, the arbiter of value is not received relief by tariffs being imposed After you look at your firm in the mirror, you but your client. How about finding on Japanese bikes; and (2) Assure Harley on a separate piece of paper, write down the out from the client how they perceive val- bankers, dealers, customers and employees action required to improve each area that ue. Here is a simple question to ask: “What that no matter what the trade commission scored lower than seven or eight. Indicate will you need to see six months from now did, Harley would not go out of business. the person responsible for the action, if it to know you made the right decision to en- The result: the trade commission imposed isn’t you. Follow up to make sure the ac- gage us?” Listen and go beyond their expec- the tariffs that Harley needed. The PR agen- tion is taken. Six months from now, grade tations! cies contact at the Commission was told your firm again. Repeat the test every six to If you ever took a basic “Introduction to that the decision had largely been swayed twelve months.  PR” course in college — I never did — you by the PR campaign. In addition, the cam- probably learned somewhere that public paign won a PRSA Silver Anvil. PR news brief relations has the power to accomplish two The question being asked of you is this: things: change attitudes and influence be- What have you done lately to prove to your Report: billionare slates havior. So, if you are going to demonstrate clients that you have changed attitudes and the value of PR to your clients, you will be influenced behavior? pension reform PR campaign ahead of the game by demonstrating how Agency performance audit your program helped clients change atti- Over the years that I have known Al, we John Arnold, the billionaire head of hedge fund Centaurus Advisors, sought proposals from PR firms tudes or influence behavior. have developed many techniques to im- for a national pension reform campaign, according to Your clients may be halfway satisfied with prove agency performance. One of these is a report by Reuters. a large clipping book as demonstration of the APA. You can use the agency APA to The Laura and John Arnold Foundation, the philan- results. However, they will be overjoyed gauge how well you are serving your clients thropic entity of the former Enron energy trader, re- leased an RFP in September with an April 2015 launch when you demonstrate something beyond and managing business. date for a campaign touting an overhaul of public pen- that. Here are two situations from Al Croft Each performance area has an arbitrary sions, the news agency said. showing how PR indeed did change atti- 10–point value with a total of 160 points. Reuters, which said it could not confirm whether tudes and behavior. Give your firm an objective and honest a firm was ever hired, noted that Arnold has become Influence behavior score in each area. A 10 means you are do- the dominant figure driving pension reform efforts and has largely sought to cut benefits, drawing the ire of The Weber Corporation had promoted its ing everything you should and/or as well public sector workers. well-known charcoal grill to women, using as you possibly could in the area. Total the “State and local budgets across the nation continue women’s magazines and newspaper “food” point and look at your firm in the mirror. to face considerable financial strain, and the structure pages, and even sending a home economist Ask your staff members to rate your firm of public employee benefits in most states and com- munities is unsustainable,” says the website of the on the road demonstrating the Weber grill the same way; combine and average the foundation, which “dominates” the pension reform on women’s TV cooking shows. But now scores. They may not be able to answer all debate, according to Inside Philanthropy. Weber was about to introduce a new up- the questions. However, their opinions will Former San Antonio TV news reporter Leila walsh scale grill using only PR. Applying com- be revealing. Compare the way staffers rate heads communications for the foundation. mon sense and a little Weber research, the your agency with your own opinion. This Arnold’s foundation also focuses on criminal justice and education reform, and research integrity. PR agency asked “who buys and uses out- may be even more revealing. The results door grills?” Men of course, was the answer. can be discussed at staff meetings or re-

WWW.ODWYERPR.COM | MAY 2015 95 wASHINGTON REPORT Congressman moves to close “revolving door” ep. Rod Blum has introduced the “No Golden Parachutes for Public Service Act,” which would ban Members of Congress Rfrom ever becoming federal lobbyists once they leave office. The Iowa Republican, who believes serving constituents should be reward enough for his colleagues, wants to “close the revolving door between Congress and special interest groups,” according to his statement. If the measure becomes into law, Blum believes politicians will “focus on representing their constituents instead of catering to lobbying groups who offer a lucrative post-electoral career.” The no golden parachutes effort is the first bill introduced by first-term Congressman Blum. The DOD post is still vacant. On a related note, Blum formed the Congressional Term Limits Kirby, who took heat at the DOD over Obama’s military deci- Caucus earlier last month with Texas Democrat Beto O’Rourke. sions, was commissioned in 1986. Blum aims to weed out politicians “who are incentivized by the He was the Navy’s Chief of Information and a PA Officer for Joint system to care more about retaining their position than doing Chief of Staff Adm. Mike Mullen. what is best for the country.” He said: “Our founding fathers never intended for public service to be a career, rather, serving in Congress was designed to be a Clinton spokesman McKenna to temporary sacrifice made for the public good.” Before joining Congress, Blum was CEO of Eagle Point Software Uber PR post and Owner of Digital Canal software company. att McKenna, spokesman for President Bill Clinton for the past eight years, is joining car service Uber to head North CDC to review huge MAmerican communications. McKenna was a Senate staffer from Montana anti-tobacco campaign and served as Aide and later Communications Director for Sen. Jon Tester (D-Mt.) before joing- he Centers for Disease Control and Prevention is preparing ing Clinton’s post-presidency office. a review of its multimillion-dollar anti-tobacco campaign. He will relocate from Montana to San Francisco T The $50 million-a-year account is handled by a group led for the new post. by Plowshare Group, including Havas, GolinHarris, Toluna USA, The New York Times first reported the move. McKenna the American Legacy Foundation, Arnold Worldwide and Eleva- In a statement, the former President said of cion. It was last put out for review in 2012 and the resulting pact McKenna, “This is an amazing opportunity for him, and well de- with options expires this year. served. While I’m sad to see him leave, I am both happy for his The account is funded by the Prevention and Public Health bright future and extremely proud of him.” Fund of the Affordable Care Act, which has about $110 million Uber last summer brought in Obama aide and Hillary Clinton earmarked for anti-tobacco efforts like a media campaign and Campaign Advisor David Plouffe in a role overseeing communica- quitting hotlines. tions, policy and branding for the disruptive service that has faced GH’s digital and media relations focus is estimated to be worth some PR challenges amid rapid growth.  about $900,000 per year as the bulk of the pact, $29 million-plus, is slated for media buys through Havas. The American Legacy Lott lobbies for safe campuses Foundation also works earned media and other promotions. The CDC said an RFP is forthcoming and that any firm, regard- ormer Senate Majority Leader Trent Lott has spearheaded a less of size, will be able to submit a proposal.  Squire Patton Boggs lobbying push for the Safe Campus Coa- Flition, a group representing national fraternities and sororities. Adm. Kirby takes command of SPC members include the National Panhellenic Conference, North American Interfraternity Conference, Kapa Alpha Order, State Department’s PA Alpha Tau Omega Fraternity and Sigma Nu Fraternity. Members seek input into proposals concerning sexual assault ear Admiral John Kirby, who left his when Congress considers reauthorization of the Higher Education spokesperson job at the Defense Dept. in Act. RMarch, is expected to take the same job Jean Mrasek, NPC Chairman, said in a “special message” on ad- at State Dept. following Jen Psaki’s move to vocacy efforts that alumni leaders from fraternities and sororities become President Obama’s Communications will visit DC on April 29 to build support for the Collegiate Hous- Director. ing Infrastructure Act, preservation of single sex exception status He’ll make the move when his retirement be- as part of Title IX and countering sexual violence on campuses. comes official. Kirby Lott is joined in the lobbying push by Greg Louer, former Pol- Kirby left DOD shortly following Ash Car- icy Director to Congressman Marsha Blackburn; Emily Zammit ter’s confirmation as Secretary of Defense on Feb. 17. Jacobs, ex-Legislator Coordinator for Congressman Lincoln Di- Carter reportedly was uneasy with a military man doing com- az-Balart, and Hannibal Kemerer; one-time Counsel at the Senate munications work for policies created by civilian leadership. Judiciary Committee. 

96 MAy 2015 | www.ODwyERPR.COM International PR News Saudi Arabia ups D.C. arsenal With then-Secretary of State Hillary Clinton, President Obama audi Arabia has signed DLA Piper to a nine-month $450,000 visited Myanmar is 2012. contract to cement its ties with the U.S. He was the first sitting U.S. President to visit the once-isolated S In its engagement letter to Adel Al Jubeir, who was King- nation that was dominated by a ruthless military junta. Obama dom’s U.S. Ambassador, DLA Piper said it will work to help returned last year. strengthen the ability of Saudi Arabia and the U.S. to “advance mu- Podesta’s Mark Tavlarides, former National Security Council tual security interests.” Legislative Affairs Director in the Clinton White House, and John The firm notes both countries “confront a confluence of ongoing Anderson, ex-Washington Post Foreign Correspondent and Polit- events” that heighten security concerns.” ico Editor, handle Myanmar’s D.C. work.  DLA added: “Both nations have benefitted from an enduring strategic alliance.” Ebola-ravaged Sierra Leone The firm’s agreement includes a “conflicts waiver” clause, which states DLA Piper “may, now or if the future, represent other persons hires Glover Park or entities on matters adverse to you.” ierra Leone, which was hard hit by the Ebola outbreak, has The U.S. has provided weapons and logistical support for Saudi hired Glover Park Group to promote its role as a regional Arabia’s campaign in Yemen designed to thwart factions supported Sleader in western Africa. by Iran. The WPP property also will promote Sierra Leone’s bilateral re- Qorvis, which is now part of France’s Publicis Groupe, has been lations with the U.S. Saudi Arabia’s go-to PR firm since the aftermath of the 9/11 terror The $50,000 project for the Ministry of Finance and Economic attack.  Development began March 9 and runs through the end of May. The World Health Organization on April 10 said the Ebola crisis that killed more than 10,500 people in Sierra Leone, Guinea and Podesta’s $840K Burma pact Liberia during the past year and remains an international crisis urma has hired Podesta Group to an $840,000 one-year con- though the number of new cases has declined dramatically. tract to keep it updated on U.S. policies and the overall polit- School children in Sierra Leona returned to class on April 14 after Bical scene. The country has been without DC representation staying at home for the last nine months because of the outbreak. for more than a decade. The U.S. Centers for Disease Control, Sierra’s Health Ministry The firm also will do outreach to U.S. Congressional staffs, and Sierra Leone’s College of Medicine began testing an experi- media and non-governmental agencies for the country formally mental Ebola vaccine this week. known as Myanmar. Myanmar says it is committed to a transition Merck & Co. and NewLink Genetics have licensed the vaccine to democratic rule. Elections are slated for November. called rVSV-EBOV.  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.

Quinn & Co. of NY LTD., New York, NY, registered Apr. 21, 2015 for Hangzhou Tourism Commission through Guru Online, Hong Kong, China, to publicize the Hangzhou tourism destination campaign which includes the shortlisting of finalists for a once-in-a-lifetime trip, announcement of US offline events to international media, and the gaining of global media coverage access in North America, Western Europe and Australia.

Finn Partners, Inc., New York, NY, registered Apr. 15, 2015 for Korea International Trade Association, New York, NY, to help build awareness of KITA which is the largest business organization in Korea with over 73,000 member companies representing the interests of Korea’s global traders.

Marathon Strategies, LLC, New York, NY, registered Apr. 16, 2015 for Consulate General of Japan in New York, New York, NY, for daily media moni- toring and analysis, media research and strategic media counsel, proactive messaging recommendations and support, and key influencer mapping.

Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

Decker Garman Sullivan and Associates, LLC, Alexandria, VA, registered Apr. 23, 2015 for Innovation Reform Action Project, Arlington, VA, regarding energy innovation including advanced nuclear energy, carbon capture for fossil energy, advanced renewable energy and grid technologies.

Kelley Drye & Warren LLP, Washington, D.C., registered Apr. 23, 2015 for Kelley Drye & Warren LLP, Culver City, CA, regarding federal policy on broadband deployment and telemedicine.

Wilmer Cutler Pickering Hale and Dorr LLP, Washington, D.C., registered Apr. 22, 2015 for ReWalk Robotics, Inc., Marlboro, MA, to counsel and advocate for the company before the VA and Congress in connection with certain medical device technology.

DGSR, LLC, Washington, D.C., registered Apr. 21, 2015 for Americans for Limited Government, Fairfax, VA, regarding fiscal year 2016 House and Senate Appropriations bills and amendments to reduce/curtail federal spending.

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