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... AND MORE!

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Vol. 28, No. 3 March 2014

EDITORIAL OMNICOM SUES ACTIVIST PR ethics gets lot of talk, but little action. SHAREHOLDER Omnicom has sued California- 6 16based activist shareholder John CPJ RAPS US SPYING Chevedden in federal court. ON JOURNALISTS A report details how the NSA hacked into the private communications of Arab8 WASHINGTON BATTLES 14 satellite broadcaster Al-Jazeera. OBESITY EPIDEMIC The U.S. government in recent 18years has taken a notably tougher BUSINESS WIRE PULLS PLUG stance on obesity. But will it work? ON HIGH-SPEED TRADERS Facing criticism, Business Wire said it PR PRO BEHIND CABBAGE will now stop licensing direct feeds to firms9 PATCH KIDS CRAZE DIES engaging in “high-frequency” trading. Richard Weiner, who ignited the 19Cabbage Patch Kids craze of the early ’80s, has died at the age of 86. FOOD LABEL UPDATES REFLECT CHANGING NEEDS PROFILES OF FOOD & 18 After twenty years, the Nutrition www.odwyerpr.com Facts label is slated to receive an overhaul.10 BEVERAGE PR FIRMS Daily, up-to-the minute PR news Here’s what food marketers can expect. 20 RANKINGS OF FOOD & BEVERAGE PR FIRMS NUTRITION MARKETING: SUCCESS IS IN THE DETAILS 31 Nutrition is in, but recent findings WASHINGTON REPORT show that not all health and nutrition12 messages are created equal. 36 COLUMNS HOW PR EVOLVED INTO STRATEGIC COMMS. PROFESSIONAL DEVELOPMENT How PR pros can establish com- 32 Fraser Seitel munications strategies for clients13 in an increasingly media-diverse environment. FINANCIAL MANAGEMENT 33 Richard Goldstein OPINION CONNECTING WITH HEALTH 34 Jack O’Dwyer MINDED CONSUMERS More Americans expect food pur- BOOK REVIEW chases to support long-term health14 35 Kevin McVicker goals. Here’s how marketers can respond to our nutrition charged environment. EDITORIAL CALENDAR 2014 January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism INTERPUBLIC OUTPACED February: Environmental & P.A. August: Financial/I.R. ALL RIVALS IN Q4 March: Food & Beverage September: Beauty & Fashion Interpublic outpaced all rival mar- April: Broadcast & Social Media October: Healthcare & Medical keting holding companies in the fourth15 quarter of 2013, posting double-digit PR growth. May: PR Firm Rankings November: High-Tech June: Global & Multicultural December: Entertainment & Sports

ADVERTISERS Bob Thomas Productions...... 33 Omega World Travel...... 17 Foodminds...... INSIDE COVER Ruder Finn...... BACK COVER JGAPeppercomm...... 5 Shoot Publicity Wire...... 11 Live Star...... 8 Strauss Media Strategies...... 9 Log-On...... 7 M Booth...... 3 TV Access...... 35

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EDITORIAL Ethics gets lots of talk, little practice in PR

EDITOR-IN-CHIEF thics generates lots of talk in PR but little action. The subject is currently Jack O’Dwyer getting a lot of attention at New York University, home of the world’s largest [email protected] Egraduate course in PR and corporate communication. The grad school program currently enrolls 372 students at $65,000 each. ASSOCIATE PUBLISHER “Communication Ethics, Law and Regulation” is a required course — taught by John O’Dwyer James Holtje, “senior business leader and communications strategist” for [email protected] MasterCardWorldwide, Emerging Payments, which he joined in April 2013. Holtje was chief speechwriter at McGraw-Hill and a speechwriter for the CEO at ASSOCIATE PUBLISHER Siemens. Kevin McCauley NYU also recently hired Jonathan Haidt, as a “professor of ethical leadership.” [email protected] He joined in 2011 after 16 years at the University of Virginia where he was a pro- EDITOR fessor in the psychology dept., doing research on moral psychology. Jon Gingerich Haidt is spokesperson for a new group called EthicalSystems.org that claims it [email protected] is the “first to pull together extensive research and resources on the subject of business ethics” with the aim of making it available to schools, government regu- SENIOR EDITOR lators and businesses. The Jan. 11 New York Times gave the subject a half-page Greg Hazley feature. [email protected] The third leg on this ethics stool is the appointment of Paula Payton as Director of the Dept. of Strategic Communication, Marketing and Media Mgmt. of NYU CONTRIBUTING EDITORS that includes the PR&CC courses. John O’Dwyer Murray addresses ethics Fraser Seitel We were shocked to see a picture of PR Society of America CEO Bill Murray Richard Goldstein on page ten of PR&CC’s 24-page fall/winter progress report topped by the headline: “Ethics Must be Part of Everyday Life and Work, Says PRSA President ADVERTISING SALES Murray.” Sharlene Spingler What is ethical about the Society blocking reporters from covering its Assembly Associate Publisher & Editor the past three years and blocking O’Dwyer’s reporters from covering any other [email protected] parts of the Society’s annual conference for the past four years? John O’Dwyer What is ethical about the Society selling hundreds of thousands of copies of Advertising Sales Manager authors’ articles from 1978-94 and demanding to be taken to court when caught [email protected] doing this? What is ethical about the Society withholding its IRS 990 tax return until almost O’Dwyer’s is published monthly for $60.00 the end of the year when the initial deadline for it is May 15? a year ($7.00 for a single issue) by the Although barred from covering the 2013 Assembly, delegates tell us there was J.R. O’Dwyer Co., Inc., no discussion of Murray’s $61,222 bonus in 2012. 271 Madison Ave., New York, NY 10016. Silence isn’t golden (212) 679-2471 The Int’l Assn. of Business Communicators, an individual membership group Fax (212) 683-2750. like the Society, posts its finances on its website and allows reporters to join. Its © Copyright 2013 annual meeting is open to the press. The PR Society, however, does not post its J.R. O’Dwyer Co., Inc. finances and bars reporters from membership or covering its Assembly. The Council of PR Firms, which is corporate memberships, conducted career forums at Boston University and San Jose State last year, allowing press coverage OTHER PUBLICATIONS & and distributing free O’Dwyer’s Directory of PR Firms. SERVICES: PR Society chapters conducted similar forums in Atlanta and New York and in www.odwyerpr.com 4 breaking news, both instances barred press coverage. Offers of free O’Dwyer’s Directories were commentary, useful databases and more. rejected. Will NYU, Ethicalsystems.org, Ethisphere Institute (world’s most ethical com- Jack O’Dwyer’s Newsletter 4 An eight- panies), Ethics Resource Center, and other groups focusing on ethics investigate page weekly with general PR news, media some of the errant policies and practices in PR? appointments and placement opportunities. Our experience so far with such groups is that what we are talking about does not quite fit with what the groups are concerned with. Holtje’s NYU class is inter- O’Dwyer’s Directory of PR Firms 4 has esting to us because it talks about “law” and “ethics.” What is “legal” may not be listings of more than 1,400 PR firms through- “ethical.” Legal involves a government body that can enforce behavior. Ethical out the U.S. and abroad. behavior is voluntary. O’Dwyer’s PR Buyer’s Guide 4 Products We’re hopeful that NYU, as represented by Haidt, Payton, and Holtje, will tack- and services for the PR industry in 50 cate- £ le some of thorny ethical issues currently facing the PR industry. gories.

jobs.odwyerpr.com 4 O’Dwyer’s online — Jack O’Dwyer job center has help wanted ads and hosts resume postings.

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MEDIA NOTES CPJ raps US spying on foreign journalists Committee to Protect Journalists in February ripped the Obama administration’s policy of mass surveillance as a threat to freedom of the press worldwide. In adding cyberspace as a category on its annual “risk list,” CPJ noted that documents leaked by Edward Snowden showed that the National Security Agency had hacked into the private communications of Arab satellite broadcaster Al-Jazeera. By Kevin McCauley openness, especially “when it comes to Outlets such as CNN and Al-Jazeera PJ said an examination of docu- battling efforts by repressive countries were deemed by the regime to be unsympa- ments stolen by Snowden shows like China and Iran to restrict the thetic to its goals. C“wide-ranging surveillance by the Internet.” Under military rule, 11 news outlets were U.S. and its allies (specially Britain), a CPJ believes the government’s collec- raided, 44 reporters jailed, five killed and practice that presents a clear threat to tion of “metadata” gives authorities the 30 assaulted. global Internet privacy and therefore means to “map a journalist’s contacts and Russia, with the onset of the 2014 freedom of the press worldwide,” accord- activity via transactional records such as Olympics, issued draconian laws and pros- ing to its report penned by Maya Taal, time/date of phone calls, numbers called ecuted critics, “resulting in the most oppres- who has handled PR for CPJ and Human and location.” sive and anti-Western climate since the Rights Watch. Press freedom set back in Egypt, Russia Cold War,” according to the watchdog. The NSA determined the Al-Jazeera The Egyptian press under ousted Russian journalists told CPJ they’re eavesdropping operation was a “notable President Mohamed Morsi and the succes- afraid to gather information from groups success.” sive military junta has been increasingly not condoned by the Putin regime. CPJ maintains that digital communica- muzzled, according to the CPJ report. Two Russian reporters were killed in tions is essential to newsgathering and CPJ counted 72 cases of intimidation of 2013, heightening the climate of fear. There the privacy of journos previously was Muslim Brotherhood media critics while remain unsolved murders of 32 journalists protected due to the decentralization of Morsi was in command from Aug. 2012 Syria, Vietnam, Turkey, Bangladesh, the Internet. through July. Liberia, Ecuador and Zambia are other The U.S. surveillance practices, The harassment situation flipped against countries that become riskier for journalists according to CPJ, undermine America’s Brotherhood supporters once the military during the past year. global leadership in free expression and seized control. Former Guardian US columnist Glenn Greenwald on February 24 released another slew of Snowden documents via digital magazine First Look. These new documents detail a secret British intelligence unit that allegedly engages in covert online operations aimed at smearing the reputations of political opponents. £

Media news brief POST TO STOP RUNNING HEALTH, SCIENCE RELEASES Following a report by MIT media critic Paul Raeburn, the Washington Post said it will stop running health and science press releases from uni- versities on its website and in print. Raeburn, who writes for Knight Science Journalism at MIT, criticized the practice in a Feb. 14 post, noting the paper, which identifies the source of the material, features the releases under the header “Study Hall.” Health & Science editor Pooh Shapiro said the months-old practice was “born out of frustration about how many interesting things are out there and how hard it is to get coverage.” She noted that outside of science and health policy, which Post reporters cover, there is little news in the categories from sources like the Associated Press. Post spokeswoman Kristine Coratti followed up with Raeburn on Feb. 18 to say the paper is discon- tinuing the practice. Raeburn, a former Science Editor for the Associated Press who penned the forthcoming book, “Do Fathers Matter?” praised the paper for responding quickly.

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Business Wire pulls plug on high-speed traders Responding to a Feb. 7 Wall Street Journal report about “high- frequency traders” exploiting its news feed, Business Wire said New York Attorney General Eric it will now stop licensing direct feeds to those trading firms. Schneiderman, who has been campaign- ing against high-frequency trading, hailed Business Wire’s move. By Greg Hazley “Business Wire’s decision to voluntar- ily step forward and stop selling its Becktold told the Journal “anyone” can clients’ information directly to high- ccording to The Wall Street get a direct data feed, while Senior VP speed traders is a tremendous victory for Journal report, so-called high- and PR Chief Neil Hershberg said what our effort to eliminate advance trading Afrequency traders were taking users do with the feed is “beyond our on market-moving information and a advantage of direct news feeds from control.” demonstration of Business Wire’s com- Business Wire and Marketwire to gain Now, Business Wire CEO and Chair mitment to being a responsible industry an advantage. Cathy Baron Tamraz said the company leader,” he said on February 20. The Journal report focused on how has consulted with Warren Buffett, Nanex, the company whose research high-speed traders take advantage of Chairman of Business Wire parent preceded the Journal piece, said a prob- newswire data from sources like Berkshire Hathaway and a high-speed lem still exists at the close of trading. Business Wire and Marketwire to get a trading critic, to make the decision “Just because Business Wire has stopped leg up on “less fleet-footed investors.” regarding stopping direct feeds to trad- this practice, doesn’t solve the prob- The SEC’s Regulation FD was written ing firms. She stressed that the company lem,” founder Eric Hunsader told the before the advent of such tactics and the did not give a time advantage to the Financial Times in February, noting Journal notes that it doesn’t address high-speed traders. trades “bleed over” for nearly a second “whether fractions of a second matter in “In discussions that have taken place after the market closes. “The best solu- terms of when information is distrib- with a few of our clients, we learned that tion is to require earnings to not be uted.” the article may have caused some mis- released until one minute after 4 p.m.” Business Wire initially responded to perceptions, and that was of deep con- PR Newswire doesn’t provide trading the Journal piece by defending its poli- cern to us,” Tamraz said, stressing firms access to its disclosure feed, cies and stressed that traders were “gam- Business Wire’s concern about its repu- although the company said it receives ing the system.” tation. frequent requests. £ Business Wire Senior VP Tom

Media news brief NY TIMES SUFFERS 63% SLIDE IN NET INCOME The New York Times Co. in February reported a 63.2 plunge in Q4 net income to $65.7 million on a 5.2 percent dip in revenues to $443.9 million. Ad revenues slipped 6.3 percent to $212.1 million while circulation sales fell 3.9% to $207.7 million. Net profit for the full-year plummeted 52.3%, while revenues sunk 1.1 percent to $1.6 billion. CEO Mark Thompson said 2013 was a “busy year for the company.” NY TC unloaded the Boston Globe, rebranded the International Herald Tribune and revamped its advertising unit. He said total revenues would have risen on a year-to-year comparison had it not been for the extra week in 2012. Growing momentum in the growth of digital subscriptions encourages Thompson as Q4 revenue growth surpassed the two previous quarters. Paid digital-only subscriptions jumped 19 percent to 760,000 during Q4. Thompson is stressing new digital ad products and international sales for the current year. He anticipates first-quarter operating profit to rise in the low to mid-single digit range. NYTC generated $70 million cash and a $74 million tax benefit in Q4 via the sale of the New England Media Group, which included the Globe, Worcester Telegram & Gazette, Telegram.com and a 49% state in Metro Boston.

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REPORT Food label updates reflect changing consumer needs After twenty years, the Nutrition Facts label is slated to receive an overhaul. The White House and the Food and Drug Administration (FDA) announced February 27 that these will be the most significant changes since inception of the iconic symbol. The new Nutrition Facts labels will impact a significant number of the 700,000 food products in the marketplace. As a result, food marketers should be aware of what they can do to educate consumers and help them navigate past any potential confusion. Robert C. Post

have also shown that use of nutrition to the Nutrition Facts labels is to respond s more shoppers are becoming labels is associated with better health. to public views about features in the health conscious, Nutrition Facts For about a decade, with reports of graphic design and content of the Alabels are increasingly relied on increasing consumer use and benefits, the Nutrition Facts labels that might be as a window into the nutritional benefits FDA has been interested in making enhanced to make the they seek and the food components they changes to the Nutrition Facts labels so Nutrition Facts labels want to limit or avoid in the foods they that consumers can continue to depend on easier to use to make buy. This behavior is what Congress and it to make healthful food choices. In a healthy food choices. the FDA had in mind when the Nutrition series of Advance Notices of Proposed For example, the FDA Facts labels was put into action in May Rulemaking issued in 2003 through sought comments on 1994. Over time, consumer research and 2007, the FDA sought public input on the prominence of nutrition science have evolved to warrant ways to improve the Nutrition Facts features, such as calo- improvements in the 20-year-old labels. In these ANPRM, one concern is ries, the meaningful- Nutrition Facts labels. The FDA, with the that the science and data used to establish ness of the term “per- Robert C. Post U.S. Department of Agriculture’s assis- the 20-year-old Nutrition Facts labels cent Daily Value,” tance, is proposing the most significant requirements are outdated. For example, and the value of the changes to it since its inception in an the Nutrition Facts labels is a tool to footnote that relates to Daily Values. effort to make it even more helpful. And implement the Dietary Guidelines for New label reveals big changes while these changes are also responsive Americans recommendations; however, In late December 2013, the FDA sent to consumers’ needs for clearer and more the nutrients emphasized in the Nutrition two proposed rules to the Office of useful information, they may impact the Facts labels are not entirely consistent Management and Budget for review — labeling of a significant number of food with the nutrients of public health con- one to update the Nutrition Facts labels products in the marketplace, causing concern in the latest (2010) Guidelines. design and content, and another to update fusion in the effort. These anticipated Additionally, the Institute of Medicine, related serving size requirements. These changes will require substantial efforts on which establishes the amounts of nutri- proposals are apparently ready for publica- the part of food manufacturers, food ents Americans need to be healthy, has set tion for public comment. retailers, and nutrition educators to assist newer Dietary Reference Intakes for Among the changes that the FDA will consumers in the meaning of the changes nutrients since 1993 on which today’s consider are modifications to the Nutrition for future label use. percent Daily Values should be based. Facts labels format to include greater Consumers find labels helpful Further, the food consumption studies prominence and boldness of calories and Today, there is no doubt that many con- that establish the RACCs on which serv- servings per container information, sumers in the U.S. rely on the Nutrition ing sizes are based were conducted in the remove “calories from fat,” update the Facts labels or some components of it to late 1970s and ’80s. Americans’ typical footnote linking to Daily Value, and make food choices. Studies have shown eating habits and food intakes have change the placement of nutrient values in that use of nutrition information, includ- changed. With changes in portions and a the Nutrition Facts labels panel. Such ing the Nutrition Facts labels found on greater variety of product package sizes, changes, particularly an emphasis on calo- most food packages, significantly some foods (e.g., bakery items, such as ries and servings, will impact most pack- increased in recent years. It has been bagels and muffins, and frozen desserts, aged foods. Manufacturers will need to reported that 42% of working age adults such as ice cream), are likely consumed consider consumers’ perceptions of the re- and 57% of older adults use the Nutrition in amounts that are greater than the typi- designed Nutrition Facts labels and invest Facts labels most or all of the time when cal amounts eaten 20 years ago. Other in educational efforts to explain the differ- making food choices. Nationally-repre- foods, such as yogurt, are in smaller ences, even if they are not related to actu- sented surveys have also reported that packages and portions today, and are like- al changes in nutrient values declared. about 45% of Americans look at the calo- ly consumed in smaller amounts than the Because calories from added sugars rie and other nutrition information on a original RACC in the FDA’s regulations. have been linked to obesity, the FDA will food package when deciding to purchase Thus, many of the RACCs used to deter- propose to require “added sugars” on the a food or beverage. Americans also over- mine serving sizes in the FDA’s regula- Nutrition Facts labels, under “sugars,” whelmingly (about 90%) reported finding tions may be outdated and changes are which is currently required. Food manu- it helpful for the Nutrition Facts labels to needed to reflect today’s marketplace and facturers will have a challenge to develop declare sugars, calories, total fat, fiber, food consumption habits. a technical method for determining added sodium, total carbohydrates, protein, sat- Another reason reflected in the Continued on next page urated fat, and trans fat. Some studies ANPRM for the FDA to consider changes 0

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sugars and for keeping their records of packaging design and production costs; things that compete for their time today. analysis. Manufacturers will also need to the need for counsel on compliance with On average, the figure is about 40 min- invest in consumer education, particularly the new requirements; and the need for utes, which doesn’t include the time to get for distinguishing inherent sugars from marketing investment to communicate the to and from the supermarket. added sugars, which may be significant changes in labels. Manufacturers and supermarkets have depending on the food. In anticipation of the FDA’s proposed considered how to make the most of the The FDA’s proposals will be updating changes to the Nutrition Facts labels and time and give busy shoppers quick facts the “nutrients of health significance” to serving size rules, FoodMinds LLC creat- on the front of food and beverage packag- reflect today’s public health concerns in ed the Food Label Compass with strategic ing that help them use the Nutrition Facts the Dietary Guidelines for Americans. partners EAS Consulting Group and labels on the back. Facts Up Front, a vol- This includes adding declarations for Nutrition Impact. Food Label Compass is untary initiative by the Food Marketing potassium and Vitamin D, in addition to designed as a one-stop service to help food Institute and the Grocery Manufacturers the current calcium and iron declarations, and beverage companies navigate the Association in collaboration with their and removing mandatory declaration of forthcoming FDA and USDA overhaul of members, is an example of a front-of-pack Vitamin A and C, which would become Nutrition Facts labels requirements, pro- system that is designed to help consumers voluntary. This change will bring the viding three critical functions: nutrition make efficient healthful choices based on Nutrition Facts labels nutrients in line analysis, regulatory consulting, and strate- key nutritional components of foods that with current science. However, it will gic communications. Given the enormity are drawn from the Nutrition Facts labels. require additional nutrient analyses by a of what may change, there is a lot of prep Facts Up Front is expected to have a very substantial number of manufacturers and work to begin now. The task of assessing large reach and, with its March 2014 major efforts to explain the differences in and accommodating the anticipated launch, it comes along at perhaps the right a food’s nutritional values to consumers. Nutrition Facts labels changes is sizable. time to help manufacturers, nutrition edu- Regarding serving sizes and RACCs, There are many steps in the process that cators, and consumers get better acquaint- there will be major changes to percent begins with evaluating the details of the ed with the Nutrition Facts labels and the Daily Values based on the questions the proposed changes, revising labels to adjust changes on the horizon. FDA posed in the ANPRM and public to the final changes in regulations, con- Robert C. Post, PhD., MEd., MSc., is responses they received. For example, ducting research and analyses to validate Chief Science Officer at FoodMinds, LLC. the proposals will make percent Daily claims or establish new claims. He is a former Associate Executive Value more understandable by using the As experience with the Nutrition Facts Director of USDA’s Center for Nutrition space where the footnote appears to labels shows, there’s always room for Policy and Promotion, and former explain what percent Daily Value actually improvement. Consumers aren’t spending Director of USDA’s Labeling Policy means. There will also be changes to serv- a lot of time in supermarkets with all the Office. £ ing sizes based on the size of the product container. More importantly, using current National Health and Nutrition Examination Survey data, the FDA will propose new RACCs for many of the the 140 food categories under its jurisdiction. In effect, it will require changes to the labeled serving size and percent Daily Values for nutrients and dietary components declared. In turn, this could affect the validity and use of nutrient content or other claims that manufacturers have made based on the current rules. This might be the most significant aspect of the proposed Nutrition Facts labels changes, implicating perhaps one-fourth to one- third of the packaged foods in the marketplace. As such, food manufacturers will need to be ready to explain the differences in their food labels and help educate customers on the differences. Getting the facts straight In an effort to prepare for these likely Nutrition Facts labels changes, food manufacturers should be assessing their food and beverage product lines and their ability to handle the possible changes outlined in this article. The changes can impact a significant number of product categories across three major areas: the need to undertake new science or nutritional analyses in order to comply with the new rules, leading to the development of new

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FEATURE Nutrition marketing: why success is in the details Celebrity reality shows are out, food news is in. Given the popularity of nutrition related media, however, it bears mentioning that recent findings prove not all health and increase in 2014. Therefore, food and nutrition messages are created equal. lifestyle bloggers play an important role By Jenna A. Bell in relaying health and wellness news about your brand. “avoid” by a popular diet trend, then you Don’t add to the confusion. If you rep- ealth and nutrition comprise an need to communicate the science. And resent a health and wellness brand, sup- increasing portion of the head- do it loudly. Unfortunately, nutrition port your messages with evidence, pro- Hlines. Need proof? Consider these trends don’t always match the science vide scientific refer- sheer traffic numbers as an indication of and despite this, your brand can become ences and cite the what currently interests consumers: a casualty. Case in point: according to guidelines. More than Health.com now receives 1,517,745 the RDs, the Paleo diet and gluten-free or 90% of RDs feel that unique visitors per month; Yahoo! Health wheat restricted diets top the list for pop- the mass quantity of receives 3,969,752 unique visitors per ular weight loss techniques in 2014. nutrition information month; WebMD gets 17,682,242 unique Despite the scientific evidence and and misinformation visitors per month and DoctorOz.com expert consensus that whole grains pro- can lead to consumer receives 2,760,977 unique visitors per mote health and that the data to support a confusion. Don’t con- month. Prevention, which has a circula- gluten-free lifestyle for healthy individu- fuse your brand’s tion of 2,921,618, now has a readership als is non-existent, people are cutting consumer. Jenna A. Bell of 8,764,854. Dr. Oz, which has a circu- these foods from their diet. If you work Health spreads lation of 800,000, boasts a readership of with a gluten-full or wheat-containing via word-of-mouth. Remember when 2,400,000. Women’s Health has a circula- brand, you have the ammunition to fight word-of-mouth meant people talking to tion of 1,574,269 and readership of the battle thanks to the Dietary people? The platform may have changed 4,722,807. You get the picture. Guidelines for Americans and MyPlate. — the water cooler is now Twitter, a chat To get a better understanding of what But it’s up to you to get the word out. over lunch is now on Facebook — but the Americans are thinking, Pollock You’re not alone. You definitely will conversation remains the same. More than Communications and Today’s Dietitian not be the only health and wellness story 200 of the RDs say that consumers get joined forces to ask 518 registered dieti- out there on any given day. RDs antici- nutrition information from family and tians: what’s in for 2014? Given the pop- pate that the amount of nutrition infor- friends; 274 say they get misinformation. ularity of health and nutrition related mation available to consumers will grow Similarly, consumers gauge their health media, not all of the findings come as a in 2014 — 79% suspect that there will be and weight by comparing themselves to big surprise. However, the devil is in the “more” nutrition information this year friends and family. details. The results we found provide than last. You have to be more than healthy. important lessons for food and wellness You might be in bad company. Health and wellness is a priority for con- communications. Consider the follow- Unfortunately, with the growth of nutri- sumers, but according to RDs, they care ing with your food and wellness brands: tion information, RDs say that there will about other brand benefits. Close to 60% Speak now or forever hold your also be an increase in misinformation. report consumers will be more influenced peace. If you’re working with a food About 75% worry that there will be by eco-labels, such as organic, fair trade that has been targeted as one to “limit” or “more” misinformation available this or humanely raised in 2014, with “local” PR services brief year. and “sustainable” topping the list. Blogs, websites and social media Put your brand on MyPlate. Your BRUNSWICK ADVISES outlets can be the worst offenders. influencers are using MyPlate to teach CANDY CRUSH IPO Blogs, websites and social media chan- your consumers what to eat, so show King Digital Entertainment, the Dublin-based nels have provided an easy-to-access them how your brand fits. Three-quarters game maker behind the smash hit “Candy Crush platform for all of the gurus and wanna- of RDs report using MyPlate to educate Saga,” is relying on Brunswick Group for PR coun- be experts out there. While there are consumers about nutrition. If you’re not sel as it pursues an initial public offering. on the plate, you won’t be in the grocery King, with operations in London and Mountain many reputable sources of health and View, Calif., filed Feb. 18 for the IPO. wellness advice from credentialed cart. The 11-year-old company claims 128 million authorities, misinformation runs rampant Some things never change. Nutrition daily active users, mostly via mobile devices. In on the interweb. Nearly 50% of RDs cite trends will come and go, but one thing addition to Candy Crush Saga, King’s top games blogs, websites and social media outlets stays the same: eating more fruits and include “Pet Rescue Saga,” “Farm Heroes Saga” and “Papa Pear Saga.” as the place to get your misinformation. vegetables will always top the list of the King, which listed a proposed offering price of TV and magazines are in a distant 2nd most important steps to improving overall $500 million, said revenue exploded from $22 mil- and 3rd place. health. So don’t overlook opportunities to lion in Q1 of 2012 to $602 million in Q4 of 2013 as Give them good information. show how your brand helps Americans it swung from a loss in 2011 to a $568 million increase their fruit and vegetable intake. profit in 2013. Despite the concern that food and Susannah Clark is Senior Director of Global lifestyle bloggers may relay misinforma- Jenna A. Bell, PhD, RD, is Senior Vice Communications for King, based in London. tion to consumers, over 70% of RDs say President, Director of Food & Wellness at that the number of nutrition posts will Pollock Communications. £

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How PR evolved into strategic communications The seeds of our current marketing services model were sown in the decades following World War II. Sales of goods and services exploded, and paid media numbers grew dramatically to feed demand. Advertising agencies and their suppliers were among the most profitable enterprises in the U.S. But it was too good to last. By Janine Gordon

attacks of 9/11. Clients, facing an research that we undertake, as well as eginning in the late 1980s, cracks unknown future, slashed budgets. Many existing findings. We listen to competitive began to appear in the agency- PR firms lost a major portion of their and general industry intelligence. We for- Bclient relationship, traditionally billings. mulate our strategy. based on a 15% surcharge on media costs. PR agencies, trying to regain their foot- When we have a Procter & Gamble was one of the first ing, redoubled their efforts to provide the true picture of a client major advertisers to announce that it kinds of services for which they had brand’s relationship would no longer pay the traditional always been known: strategy, event plan- with its audiences, we markup on media buys. The Cincinnati- ning, crisis communications, financial engage with that con- based giant felt that agency fees were relations, speechwriting, media training, sumer in a way that inflated and personnel rosters bloated. media outreach and the like. Some began reflects our strategy. P&G proposed that instead, agency fees be offering these services as part of an inte- We engage by creating negotiated based upon brand profitability grated whole, guided by a strategic persuasive brand mes- Janine Gordon and agency costs. overview of client needs and opportuni- sages and placing Running parallel to this sea change was ties. them everywhere they the fact that the major ad agencies were The growth of social media posed need to be; and then we repeat the process. merging into public conglomerates to another major opportunity to the public This ability to tune in and fine-tune is so serve increasingly global clients and relations industry. As marketers began to effective that it has become our mantra: achieve greater cost efficiencies. As a realize that, like it or not, the Internet Listen. Engage. Repeat. result of this focus on the bottom line, ad would become critical, they began to For us, the act of listening is serious agency personnel numbers started to clamor for all manner of Internet-based business. That’s why we have a Chief shrink. The American Association of services, from whatever source could pro- Comedy Officer whose role is to train our Advertising Agencies estimated that the vide them at the right price and quality. entire staff in stand-up comedy. amount of people employed in advertising Consequently, forward-thinking PR firms Surprising? Not really, if you think about decreased by more than 50% in the two became experts in new media as fast as it. Aside from the obvious benefit of mak- decades ending in 2012. they could. ing us better presenters, comedic training At the same time, the conglomerates At our mid-sized agency, for example, also reminds us to listen first, last and began to acquire ancillary marketing serv- in addition to all the traditional service always — and to not take ourselves too ices as quickly as they could, as a means of offerings, we now can make readily avail- seriously. Stand-up comedy training broadening their offerings. These services able to clients a host of additional capabil- allows employees to step back from day- traditionally charged negotiated fees, ities. Among them: social media plat- to-day pressures and look at the big picture based upon project scope or hourly rates. forms, creative-digital services, content from a human perspective. It fosters team This shift in economic fundamentals development, website and app design, spirit and creates a more enjoyable work would ultimately provide extraordinary logo design and naming, experiential mar- environment as well. opportunities for those PR and ad agencies keting, licensing, business results meas- Today’s leading companies remain that could adapt to a fracturing marketing urement and market research. ahead by training smart, confident profes- communications environment. What’s the main value in having all sionals: Professionals who engage easily, Meanwhile, public relations leaders like these core competencies? It’s certainly not think creatively, listen actively and deliver Harold Burson and Daniel Edelman recog- our ability to offer them individually, flawlessly under pressure. These associ- nized this implosion in advertising repre- although we can do that. The real value to ates operate under a business model which sented a real opportunity for their industry. clients is our ability to integrate these dis- emphasizes integration of services under PR budgets had historically been lower parate skills into an overarching brand an umbrella of strategic thinking. than advertising budgets. Now, with the ad strategy — which brings us to the heart of Public relations has morphed into strate- business under pressure, PR agencies the ideas being discussed herein: PR as a gic communications. Our business is began to capitalize on this, emphasizing strategic communications business. based on ideas and on the people who that public relations — not advertising — A key question: How do we establish champion them; on what’s coming next; was the smart communications choice. communications strategy for our clients in on where the industry is going versus PR revenues kept growing from the ’90s this brave new world? We begin by where it’s been. Our best practice centers into the new millennium. PR firms of Listening. We listen as our clients talk on inventing (and then reinventing) best every size and most regions of the country about their immediate and long-term prob- practice. It’s become both a lot more chal- showed strong income gains year after lems and opportunities. We ask astute lenging and, for those who love the work, year. questions that evoke real insights between more personally rewarding than ever. Things continued on the upswing until stakeholders and brands. We listen to our Janine Gordon is President of the economic slowdown following the clients’ audiences, to the findings of JGAPeppercomm. £

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FEATURE Connecting with today’s health minded consumers For the last 20 years, a dramatic shift has occurred in the way Americans manage their health. Instead of reflexively swallowing medicine, more people are now apt to describe their attitudes as “proactive” and “holistic,” and look to healthy food and nutritional products to keep them well. Consumers now expect purchasing choices to support long-term health goals. By Tracy Naden

the head. Such enhancements are destined our own health when workers who make or brand marketers, this shift calls for to spread all across our retail horizon. these products are struggling?” You are a sophisticated response — something Staying healthy because we want to diligently posting data about Omega 3s in Fmore than slapping on an improved Devices and apps clearly facilitate the your product, or the absence of BPA, but food label or trumpeting the use of farm- shift in consumer health awareness, but your audience is asking itself, “What dif- fresh ingredients. Companies that hope to they represent just one component. ference is this product really making in my win the loyalty of today’s health-conscious Sociological networks are just as important world?” consumers need to understand the social — not only as information sources, but as In other words, con- and economic forces that motivate them. engines of consumer desire and amplifiers sumers no longer just In a nutshell, these individuals are mak- of distaste. For a young person growing up want companies to be ing tougher demands on nutrition and with social media, the infatuations shared transparent or provide health brands because they are able to do by friends on a network may be more influ- accurate information. so, because it suits their desires, and — per- ential than the recommendations of doctors. What they “like” is for haps most important — because they have Investigators studying search trends on brands to be respon- no choice. social media consistently report that health sive to their social con- Staying healthy because we can is a dominant preoccupation. cerns. The brand mar- Tracy Naden Interest in proactive health is hardly new. In some cases, the technology turns the keter is banking on the Staying well has been a preoccupation of quest into a game, where the gold coins or power of an attractive, every civilization from ancient times. What the “kills” are improvements in your highly original TV ad, when the real moti- has changed? In the first place, consumers weight, energy levels or vital signs. Game vators are peer pressure, competition and can absorb vast amounts of product infor- incentives are at work when networks of social game incentives. mation through digital and social media. friends post their weight loss results, how Staying healthy because we have to Technology also allows them to monitor many miles they’ve run, or their check-ins In 2014, more than any period past, con- their own progress toward health goals at local gyms. It’s the same reason millenni- sumers have the tools and technology to linked to their lifestyle, eating choices, use als are spending $30 a class on Soul Cycle. plot a healthy path through life. Social plat- of supplements and medications. This social component poses a unique forms allow them to broadcast what they The monitoring aspect of this trend, challenge for brand marketers. Before the want, bring others onto the same page, and sometimes called the Quantified Self move- Internet and social media, brands had con- ultimately force companies to take up their ment, has spawned a tsunami of devices siderable control over news about products calls for action. They’re in charge of their such as FitBits and JawBones that track the and the message that went with the pack- health because they’re able, and because it’s user’s exercise and energy expenditure, age. It was a world of “set and forget,” with what they want. hours of sleep, calories consumed and vital annual programs that often performed as But the third social force that we men- signs. Apple’s App store has fueled the do- intended. Today, among young consumers, tioned at the start — unlike the first two — it-yourself health trend with more than networks of friends decide what’s news, is completely beyond the individual’s con- 13,000 apps to help monitor and improve what people like, and what they want. trol. In a nutshell: most people can’t afford health. In total, there are more than 1,500 Special nodes and “influencers” set these to be desperately ill. In an age of expensive cardio fitness apps, 1,300 diet apps and trends in motion, for good and for bad. To medical treatments, rising insurance premi- 1,000 stress and relaxation apps. The glob- marketers, these influencers are often ums and narrow provider networks, con- al mobile health applications market will opaque and inaccessible. sumers have no choice but to take charge. reach $4.1 billion in 2014, according to a For example, the social network may You may think your body weight is your report published by research company decide that the intended health profile of own business. Then, suddenly, your compa- Technavio. your product matters less than some social ny’s self-funded insurance plan adopts bio- Step-counting wristbands and other media “meme” about health risks or envi- metric screening and you find out that your gadgets are just the early symbols of this ronmental harm. Studies may show that premiums will rise if you become obese or movement. Ford Motor Company has your new diet drink will help consumers pre-diabetic. Across the U.S., as compre- developed technology that allows people cut calories — but suddenly, your fan base hensive health coverage contracts to a rare with diabetes, allergies and asthma to mon- is more interested in negative buzz about commodity, smart people stay healthy. As itor their conditions from the dashboard. your plant-derived sweetener. Or you have we said at the top, it’s not just because tech- The fashion industry is following suit with an attractive new jogging shoe that inspires nology allows them to, and peer pressure “smart clothes,” including a skullcap mar- people to stay active, but on Facebook, the fuels their desire. It’s because there’s no keted to moms of high schoolers in high- conversation is all about laborers in a fac- longer any alternative. impact sports. The cap’s network of electri- tory 10,000 miles away and friends are Tracy Naden is Managing Director of cal sensors measures the severity of hits to asking each other: “How can we focus on Allidura Consumer. £

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Connecting with today’s health minded consumers Interpublic outpaces rivals in fourth quarter Interpublic outpaced rival marketing holding companies in the fourth quarter of 2013, posting double-digit growth in PR, million euro). Publicis noted more than 70 ahead of Omnicom, Publicis, WPP and MDC. Merger-bound work streams are focused on the merger, Omnicom and Publicis, meanwhile, saw declines or posted including digital, finance, shared services modest growth. By Greg Hazley and Kevin McCauley and talent, among others. The deal is still under review in China after clearing 12 2.1% to $300.5 million as revenue ticked countries, including the U.S. and European nterpublic’s PR revenues rose at a “dou- up 2.9% to top $4 billion for the quarter, Union. ble-digit clip” during the fourth-quarter, including a 1.6% increase in U.S. revenue Levy said the merger is “progressing Ibolstered by strong results in the U.S., to nearly $2.1 billion. steadily.” Brazil and across Asia, according to Andy Overseas revenue climbed 4.3% to just WPP PR revenues decline Polansky, CEO of Weber Shandwick, PR under $2 billion. WPP reported on February 27 that PR flagship of the communications combine. For the year, OMC revenue was up 2.6% and PA operations fell 1.7% to £921 mil- The WS, GolinHarris and DeVries-led PR to $14.6 billion on a net income decline of lion ($1.3 billion) for 2013, although a arm of IPG’s constituency management $7.2 million to $991.1 million. rocky first nine months of the year turned group was up in “high single digit” range Advertising climbed 2.6% to just under to growth in the fourth quarter. for the full-year. $2 billion in the fourth-quarter, while its PR/PA was outpaced by 2013 gains in Polansky, who took over in November customer relationship management opera- advertising/media investment management 2012, said creation of Weber Shandwick’s tion — The Integer Group, Agency.com — (+5.5%, £4.6 billion), data investment MediaCo content offering was among soared 6.1% to $1.4 billion on field mar- management (+1.6%, £2.5 billion), and highlights of the year. keting events and print and custom pub- branding/healthcare/specialty comms. The unit consists of 300 staffers includ- lishing businesses. (+3.9%, £3 billion). ing former journalists, editors, designers, Omnicom is in the process of merging Total revenue for the year at WPP video producers, media planners and with Publicis and took $13.3 million in climbed 3.5% to top $11 billion, including search pros to develop “completing story charges related to that deal in the fourth a 4.6% increase in the second half. Net propositions “for clients. quarter. This transaction is highly complex profit climbed 14% to nearly $1.6 billion. Chobani, Kohl’s and PhRMA were and is taking longer than we originally PR and PA were among a handful of among big PR wins for WS. expected,” said CEO John Wren in a con- operations that fell short of performance IPG’s fourth-quarter net income tumbled ference call, adding closure “most likely targets for the year and WPP said “overall 37% to $212 million on a 2.9% revenue will slip into the third quarter.” 2013 was difficult for many of the group’s uptick to $2.1 billion. OMC, which spent $112.2 million on public relations and public affairs brands, Full-year net dropped 38 % to $288.9 acquisitions and earn-outs in 2013, includ- particularly in North America, Continental million on a 2.4% revenue rise to $6.5 bil- ing Singapore PR operation Icon (now part Europe, Latin America and the Middle lion. of Ketchum), ended the year with $4 bil- East.” A $60.6 million restructuring charge to lion in debt and $2.7 billion in cash/invest- WPP’s PR operations include Ogilvy “better align” costs in Continental Europe ments. PR, Hill+Knowlton Strategies, Glover impacted that performance. Publicis growth misses target Park Group and Burson-Marsteller, among CEO Michael Roth said IPG’s results Publicis reported a 4% increase in fourth others. PR/PA was up 1.2% in the fourth were hampered as “results in Europe fell quarter revenue to $2.6 billion but a slow- quarter. short of expectations.” down in emerging markets and exposure to Currency fluctuations, specifically a He expects a rebound due to “competi- the luxury sector weakened its perform- strong British pound, hurt profits for the tiveness of the new business front” and the ance for the year. year and caused WPP to miss earnings tar- “strategic cost reductions” taken in 2013. Net income ticked up to $1.1 billion gets. Omnicom PR slips 2% in Q4 (792M euro) as organic growth for the year Revenues up for MDC, as well as losses Omnicom PR revenue declined 2% in was 2.6% — below its 3% target — on rev- MDC Partners reported a 4.9% rise in the fourth quarter to $340.8 million, a 3.7% enue of $9.5 billion (about 7 billion euro). fourth-quarter revenues to $307 million on decrease organically. Maurice Levy, CEO and Chairman of a widened net loss of $92 million. For the year, the conglomerate’s PR the French ad/PR conglomerate that is CEO Miles Nadal said the quarter operation was up 1.5% on an organic basis merging with Omnicom in a $35 billion “capped another year of exceptionally to $1.3 billion, a 2.9% climb overall at deal, said organic growth was hampered by strong performance” for the parent of firms like Ketchum, Porter Novelli and postponed or canceled campaigns, particu- Kwittken & Co., Allison+Partners and FleishmanHillard. larly in emerging markets. He also said Sloan & Co. OMC CFO Randall Weisenberger said Publicis is particularly exposed to the lux- He said MDC strengthened its balance the PR performance, although down, was ury sector. sheet, reduced borrowing costs and “pretty good,” adding the year-over-year For the year, revenue jumped 8.7% to improved flexibility to use capital to bene- decline in PR was more due to “exception- top $9.2 billion as North American revenue fit shareholders. al performance” in the fourth quarter of surged 8.5% to $4.4 billion and Europe MDC posted a five percent uptick in 2012. posted 13.2% growth to $2.7 billion. organic growth and $25 million in net new Across all OMC units, net income fell Merger costs hit nearly $52 million (38 business during the past year. £

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REPORT Omnicom sues shareholder to protect management Omnicom has sued California-based activist shareholder John Chevedden in federal court to exclude a governance proposal from the advertising and PR conglomerate’s 2014 annual meeting. The suit is an example of management protecting its ability to know how stockholders are voting while deying that information to dissident groups. By Jack O’Dwyer

posal and can start rounding up votes of public opinion” was the subject of a Leading the Travel Industry MC CEO John Wren and COO needed to defeat an unwanted proposal. panel that included lawyers at the annual Throwing down the legal gauntlet Randy Weisenburger, two of the conference of PR Society of America by Providing Professional Ohighest paid ad execs ($53.3 mil- The OMC lawsuit is grist for our mill Oct. 28, 2013. lion and $31.5 million, respectively in since ethical vs. legal is a raging topic in Proving our point about legal trumping 2012), are battling Chevedden’s quest to PR these days. The OMC vs. Chevedden ethical, O’Dwyer’s reporters were not Travel Services Since 1972 keep management’s eyes from proxy legal battle is an example of what actual- allowed to cover that session or any other votes until the annual meeting May 20. ly happens in the business world despite conference sessions. We were barred on Chevedden, who says he holds stock in all the talk about “ethics” and doing the the whim of Society staff and officers. No about 80 companies, argues that confi- “right thing.” Legal swords are reasons were given for the boycott. dential voting is needed not only at OMC unsheathed and “ethics” goes out the win- Attempts to interview panelists later, on but many other companies because, as a dow. what was said went nowhere. Yale Law School study found, The Council of PR Firms last year Having struck out there, our hopes for “Management-sponsored proposals (the made ethics its chief concern, launching a discussion of business ethics were vast majority of which concern stock “Ethics as Culture.” Dave Senay of buoyed when we saw six such experts options or other bonus plans) are over- FleishmanHillard, an OMC PR Firm, quoted in a half-page feature in the Jan. whelmingly more likely to win by a very who is again chair in 2014, initiated the 10, 2014 New York Times. The headline small amount than lose by a very small focus on ethics. He defined it as “be hon- was: “In Life and Business, Learning to amount to a degree that cannot occur by est, don’t steal, be fair.” be Ethical.” chance.” Confidentiality of stockholder voting is One proposal is that people who want Chevedden is a shareholder activist a big issue not only at OMC but at many to behave ethically should take “training” who has locked horns with OMC and other companies including JPMorgan just like beginning pilots use flight simu- many other companies before. He had Chase. lators before actually piloting a plane. been sued four times in the last two Forty percent of stockholders of JPM This, supposedly, will give them the guts months, including the Omnicom suit, voted in 2012 to strip Jamie Dimon of his to speak up when they see something which was filed in January. Chairman’s title, leaving him as CEO. wrong happening. Their courage will be GMI Ratings, whose board includes The dissidents had lost their right to see “exercised. Nell Minow, and Chevedden have criti- how votes were going on stockholder Fairness issues dot the landscape • Business Travel Consultants cized the pay packages of OMC execu- proposals while management kept this including one of the biggest which is tives. GMI has given OMC a “D” since right. Stockholders cried “foul,” saying whether the distribution of income in the • Strategic Meetings Management 2005 on executive pay, governance prac- the bank had an “unfair advantage.” U.S. is “fair.” Income disparity is a tices, and length of service by directors. Business and academics talk a lot about favorite topic of David Cay Johnston, Locations: Six of the OMC directors as of 2012 were “ethics” but in actual practice it is the author of The Fine Print: How • Government Travel Contractors age 71 to 83 including 60% of the audit legal card that is played. That can be a Companies Use “Plain English”to Rob North America committee. costly card for those without a big corpo- You Blind. • Over 200 Offices Worldwide Chevedden believes management can rate bankroll. Johnston, President of Investigative Middle East currently monitor voting results to influ- Chevedden is being sued in Federal Reporters & Editors, is also is a critic of • Competitive Online Booking ence the outcome on matters in which courts rather than via the SEC where such consolidation trends in numerous indus- Europe they have a personal stake, like stock actions are usually filed. The reason, says tries including airlines, telephone/internet options and other pay. He also believes Chevedden and his supporters, is that services, banks and railroads. He feels • One-on-One Travel Consultation Omnicom’s board is too entrenched and OMC might stand a better chance in court monopolies and near-monopolies raise Asia therefore less independent than it should because a court does not have the vast prices and worsen the plight of those with • Leisure Travel Experts Find out about cruises sailing from New York be. He said OMC adopted versions of his experience that the SEC has with share- low incomes. and other worldwide destinations 2011 and 2012 proposals regarding shareholder proposals. Chevedden, who is rep- He says the proposed $45 billion holder right to act by written consent and resenting himself in the suit, has asked takeover of Time Warner Cable by shareholder right to call a special share- the court to dismiss the complaint. Comcast violates “basic economic theo- 888-333-3116 Fairness issues are epidemic holder meeting, respectively. ry” which calls for competition within Chevedden’s proposal for OMC would It would seem that management having industries. implement confidential voting for man- info that dissidents don’t have is ipso Johnston should turn his sights on con- agement-backed matters like executive facto unfair and unethical. solidation in ad/PR where there will soon pay, bylaw changes and shareholder reso- “How to work with senior managers be only three giant companies — lutions. Chevedden says management can who defer to the legal function and the Omnicom/Publicis, WPP Group and 212-563-3500 • OmegaNewYork.com see how a vote is going on a certain pro- court of law rather than PR and the court Interpublic. £ World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200

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FEATURE Washington gets tough in battle over obesity Federal health agencies have changed their tactics in the battle over obesity. After decades of passive campaigns meant to educate Americans on the dangers of excessive fats and sugars, authorities have now ditched this strategy for more aggressive measures. For years the efficacy of anti-obesity outreach has been doubted, but health authorities seem convinced that this new gloves-off approach will get the public’s attention. By Jon Gingerich

and other junk food products at public consumers’ newfound awareness and con- n February 25, U.S. health and nutri- schools. The new rules would also apply to cern of this issue. More Americans said tion experts received some unex- soda advertising on athletic fields and gym- they’re now reading food labels and paying Opected news. A study published in nasium scoreboards. Beverage companies attention to ingredients, and half of those The Journal of the American Medical (who currently comprise more than 90% of polled said they make food purchasing Association claimed obesity rates among school marketing) could still advertise decisions based on headlines they had seen. children between the ages of two and five healthy alternatives like bottled water or diet If the Hunter study is any indication, con- had dropped 43% in the last decade. That soda, and after-school fundraisers and consumers may be altering their eating behav- report, part of a massive federal health sur- cessions at sports events would be exempt. iors based on the media’s coverage of vey conducted by the Centers for Disease The USDA, meanwhile, announced it was recent actions undertaken by the FDA, Control and Prevention, marked the first rolling out its much-awaited updates to USDA, and the Let’s move! initiative. time the agency had measured a significant school lunches, which mandate new caloric, “The media’s coverage of childhood obe- decrease in weight for any age group. fat and sodium compliance standards. sity has been substantial,” said Grace Unfortunately, the vast majority of Finally, the Food and Drug Administration Leong, Managing Partner at Hunter PR. Americans captured in the CDC study did- on February 27 unveiled its long-awaited “Anytime the White House is behind some- n’t fare as well. In fact, the CDC report changes to the Nutrition Facts label, those thing, it makes a difference. The First claimed that women aged 60 years and ubiquitous black and white boxes found on Lady’s messages have been very consistent, older had actually experienced “a significant food packages. Calorie counts now appear and there’s just no denying that they’re hav- increase in obesity” during the same period. in larger type, added sugars get a mention ing an impact.” For fifteen years, obesity in America has separate from sugars natural to the product, Will regulatory measures like the recent been classified as an epidemic by the World and the parameters of “serving size” have steps enacted by the FDA, USDA and the Health Organization. Numbers back up this been adjusted to reflect sizes consistent with Let’s Move! initiative become the standard designation. According to the CDC, more current consumption habits. government response to the obesity epi- than a third of U.S. adults — 36% — are Fighting obesity has clearly become a pri- demic? While the efficacy of these recent obese. In the two decades between 1990 and ority for U.S. federal agencies. What’s just measures still demands debate, telling peo- 2010 obesity doubled among U.S. adults, as clear, however, is that a behavioral shift is ple what to eat is a message that, tradition- and approximately 17% of children between underway in how these agencies go about ally, hasn’t gone over well. Who could for- the ages of two and 19 are now obese. making those national health goals a reality. get the national ire raised in response to for- Obesity has become America’s bête noire. It Gone are the days of merely educating con- mer New York City Mayor Michael has created a national health crisis. sumers to the dangers of high fat and sugar Bloomberg’s war on obesity — city-wide The New York Times on February 25 diets; as recent actions by the USDA and bans on trans fats, graphic city ad cam- interviewed health and nutrition experts FDA indicate, regulation at the federal, state paigns detailing limb amputations as a who posited their explanations for chil- and local level is now the preferred method result of diabetes, requiring restaurants to drens’ precipitous weight drop as reported in guiding and ultimately influencing pre- display calorie information, and most by the CDC study. Some experts noted that ferred consumer behaviors. The million- famously, an ill-fated ban on large soda young children now consume fewer sugary dollar question is: will it make a difference? containers? A growing number of beverages than a decade prior, and that low- Consumers growing health conscious Americans may say they want to eat health- calorie foods have become popular for fam- Early findings indicate that a growing ier, but health authorities now seem to have ilies with children. Experts also pointed to number of Americans are beginning to heed moved beyond the education model as a the slew of new federal and state policies the warnings on the dangers of unhealthy means of moving the needle in coercing that have been enacted to fight obesity. foods. New York-based Hunter Public future behavior. While a silver-bullet answer remains elu- Relations performs an annual study that “If you look back at education cam- sive, each of these theories hint at an under- gauges Americans’ responses and opinions paigns, historically speaking, they don’t lying notion: that pervasive, years-long fed- of the top food-related headlines of each work,” Leong said. “We educated people eral outreach on the dangers of unhealthy year. The newest study found that child- on smoking and they still smoked. You foods might finally be working. hood obesity rated as the top food news might hear what the studies are saying, but Health agencies get tough story of 2013. The Hunter study, which also you still drink too much soda. So On the same day that The New York Times grades consumer sentiment and trust, found Bloomberg said, ‘No one’s listening to the reported on the CDC study, another food- that childhood obesity ranked highest not data, so I’m taking matters in my own related story was making headlines: First only in terms of general consumer aware- hands.’ The campaigns are similar, they’re Lady Michelle Obama’s Let’s Move! initia- ness but also in level of highest concern. still interested in raising awareness of the tive, working in conjunction with the Moreover, the Hunter study also indicat- problem, but there’s now a strong-arming USDA, announced that beverage compa- ed that there might be a corollary between component, because we know nothing else nies could no longer advertise soft drinks the media’s recent coverage of obesity and works.” £

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PEOPLE IN PR Weiner, PR pro behind Cabbage Patch craze, dies Richard Weiner, a native of Brooklyn who built a PR firm that billed $4.5 million and had 83 employees in 1985 before he sold it to BBDO, died on Janary 29. He was 86. merged the Weiner firm with BBDO- By Jack O’Dwyer owned Doremus and the Porter Novelli PR unit of Needham Harper. Porter Novelli was the surviving name although Weiner Guide to PR Services (1998); was its biggest unit. Weiner left the firm in einer’s firm, ranked number 25 Professional’s Guide to Publicity (1984), 1988 but kept an office in the 1985 O’Dwyer rankings, and The Skinny About Best Boys, Dollies, in New York until he Win 1983 ignited the Cabbage Green Rooms, Leads and other Media moved to Florida in Patch Kids craze of Coleco Industries that Lingo (2006). 2002. swept the country. The company was He conducted more than 100 workshops He received a B.S. unable to keep up with demand for the for PR Society of America and other groups in 1949 from the dolls, each of which had its own “personal- including the National Institutes of Health, University of ity” and came with “adoption papers.” and taught a three-credit course in PR at Wisconsin and an M.S. Weiner, who had won the account from Fordham University Graduate School of in 1950 with genetics Hill and Knowlton, sparked the fad by win- Business Administration. It was the first as his major field of Richard Weiner ning segments on three network morning such course for MBAs. He also taught at study. He took only TV shows in early November. He had intro- New York Institute of Technology. one journalism course duced the dolls at a press conference in the Weiner’s firm specialized in marketing — scientific newswriting. Weiner was Central Park Zoo in June. publicity, working for clients such as admitted to the University’s medical school Despite the overwhelming publicity Bristol-Myers Squibb, Cigar Assn. of but dropped out after the first year. obtained for the product, Weiner later said America, GTE Telephones, General Foods, After living in Madison, Wisconsin, his firm never made much money off it. Hebrew National Foods, Mattel, Philip where he partnered with Morton Levine in Coleco, which also sold the Adam Home Morris, Smith-Corona, Johnson & a PR firm, he moved to New York where he Computer, another product beset by supply Johnson, Pepsi-Cola, Suburu, Volvo, obtained a job with Ruder Finn. He rose to problems, went bankrupt in 1988 and Colonial Penn and AARP. Senior VP and Partner, supervising a group Hasbro and others took over production. Sold firm to BBDO Weiner was a prolific author, lecturer of consumer product accounts, remaining Weiner sold the firm to BBDO in 1986 until 1968 when he started his own firm. Weiner’s 23 books included Webster’s which was then merged with Doyle Dane Press relations as paramount New World Dictionary of Media and Bernbach and Needham, Harper & Steers The Weiner firm was noted for its cor- Communications (1996); Professional’s to form the Omnicom Group. Omnicom dial relations with the press. Weiner himself was always available for Agency healthcare vet Oshiki takes EVP role phone or in-person conversations and reporters were welcome at his offices at DeSalva to DuPont at Abernathy 888 Seventh ave. His art of building relations with nnaMaria DeSalva, the agency reporters included sending reporters clips and corporate healthcare PR vet- lan Oshiki, a 26-year financial of articles that related to their beats. A Aeran, has moved to DuPont as VP communica- widely-read person, he would call of Corporate Communications. Ator most reporters with tips and advice for their sto- DeSalva was VP of corporate affairs in recently a Managing ries. His awards include the Gold Anvil of Pfizer’s biopharma innovation and out- Director for Taylor PR Society of America and the John Hill comes operation. She joined Pfizer Rafferty, has moved Award of the New York chapter of the in 2010 from Hill+Knowlton Strategies, to Abernathy Society. where she was Global Head of MacGregor Group in He wrote a monthly column on language Healthcare. New York as an for PR Tactics of PRSA and other articles For DuPont, she leads global strategic Executive VP. Oshiki for Communication World of the Int’l Assn. communications and brand management Prior to more than a of Business Communicators, PR Quarterly for the multibillion-dollar maker of decade at TR and and Writer’s Digest. He wrote a substitute chemicals, polymers, sister unit Broadgate Consultants, Oshiki column on language for New York Times hybrid/GMO seeds and held senior posts columnist Bill Safire when Safire was on other products. at Frontier Communications (AVP) and vacation. Previous posts Christensen & Associates (SVP) and Weiner in 1965 married Florence included GCI Group directed IR for the Tucson Electric Power Chaiken, author of Peace Is You and Me (worldwide managing Company. and other books in the healthcare field director, healthcare) Earlier in his career, he worked in including two written in association with and Bristol-Myers finance and engineering at Unisource the Rusk Institute of Rehabilitation. Also Squibb. £ DeSalva Energy and BHP Copper. £ surviving are two daughters, four grandchildren and two great-grandchildren. £

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O’Dwyer’s FOOD & BEVERAGE guide to: PR FIRMS

Restaurant Group, Nawgan Alertness Beverage, ON CAROLYN IZZO Beverages. INTEGRATED CARMICHAEL COMMUNICATIONS LYNCH SPONG 37 North Broadway, Suite 1 Nyack, NY 10960 110 North Fifth Street 845/358-3920 Minneapolis, MN 55403 Fax: 845/358-3927 612/375-8500 [email protected] www.carmichaellynchsspong.com www.ciicnews.com

Julie Batliner, Managing Director Carolyn Izzo-Feldman, President Grete Lavrenz, Senior Principal, Patricia Fahie, Executive Vice When SUPERVALU’s Jewel-Osco banner learned that it would Chair, Food and Beverage President receive the country’s last shipment of Twinkies in select Chicago- Kate Wark, Senior Vice President area stores, Carmichael Lynch Spong declared “Twinkie Tuesday” If you can no longer stomach on Dec. 12, 2012. This campaign leveraged the inherent excitement the same stale, tasteless ideas, Carolyn Izzo Integrated around the last Twinkie delivery to generate consumer and media perhaps it’s time for some fresh Communications (CIIC) is a highly interest in Jewel-Osco — with just three days to get the word out. thinking. Carmichael Lynch respected public relations firm in Spong leads the food, beverage, the food and beverage space. Our nutrition and wellness arena — staffers bring many years of experi- Cocoa Foundation, National representing some of the biggest ence from several of the country’s APCO WORLDWIDE Council of Chain Restaurants, brands. top PR firms and for nearly 18 and Share Our Strength. Our list of envied food and years, CIIC has been dedicated to beverage clients includes: retail servicing food and beverage 700 12th St., NW, #800 BLAZE (SUPERVALU and Save-A- brands. Washington, D.C. 20005 Lot); packaged goods (Arla Our experience in the F&B 202/778-1000 Dofino and Castello cheeses, arena is notable, having launched Fax: 202/466-6002 225 Santa Monica Blvd., 3rd flr. Jack Link’s Beef Jerky, Jennie- our agency by putting Krispy [email protected] Santa Monica, CA 90401 www.apcoworldwide.com O Turkey, MOM Brands cere- Kreme Doughnuts on the map in 310/395-5050 als), ingredients (DSM), and the Northeast in the ‘90s. Since Fax: 310/395-5001 Food and beverage compa- [email protected] food and beverage containers then, CIIC has represented a num- nies globally are navigating an www.blazepr.com and storage (Genuine Thermos ber of F&B brands, including, but increasingly complex external Brand). not limited to, The Original environment. Greater regulatory Matt Kovacs, President We work with food industry Soupman, New Leaf Brands iced activity across all aspects of leaders, consumer groups, teas and lemonades and California their businesses mean that com- BLAZE is the nationally rec- celebrity chefs, nutritionists, Pizza Kitchen. We are adept at panies must take a more inte- ognized PR firm that attracts commodity groups, regulatory launches, openings and franchisor grated, stakeholder-centric compelling and aggressive con- organizations and experts in relations, and we are known for our approach to the way they com- sumer brands that need to win. general, on a regular basis. Our networking expertise and extensive municate. APCO helps clients BLAZE develops campaigns relationships go beyond media. contacts in the trade, media and create brand value by connect- that help our clients create or We know the right people to tar- influencer categories, which we ing thoughtful insight about reclaim relevance in the mar- get with the right program, leverage to increase the level of stakeholders to powerful and ketplace. Utilizing comprehen- product, campaign or cause. reach, media coverage, and access measurable activation cam- sive strategic communications And they know us. for our clientele. paigns. campaigns to differentiate and APCO’s global Food & elevate our clients from their Consumer Products practice, led competitors, we are able to by Executive Director Stephanie exceed our clients’ expectations Lvovich, has worked with glob- when it comes to positioning al market leaders in the food and them to their audiences and beverage sector to manage their attracting positive attention corporate reputation and raise from both consumers and the their profile in target media. BLAZE also offers full markets, build stakeholder part- public affairs capabilities nerships, position their business- through its parent company es on sustainability and health & DAVIES. nutrition issues, engage on trade Clients include: Big Red and standards issues, manage Soda, Blue C Sushi, Brewery labor issues, launch new prod- Ommegang, Bridgepoint Foods, Claremont Hotel Club & Spa, ucts and enter new markets. Carolyn Izzo Integrated Communications executives (Left to Right): Clients in this field include International Spirits, KeVita Carolyn Izzo-Feldman, President; Patricia Fahie, Executive Vice Mars, PepsiCo, Walgreens, Sparkling Probiotic Beverages, KFC, WalMart, the World Marriott Hotels, Michael’s President; and Kate Wark, Senior VIce President.

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Christine Deussen, President of Deussen Global Communications. Coyne PR helped Peeps expand its reach beyond Easter season through events such as this Santa Hop in Times Square in December. The CIIC team is made up of Extraordinary results come from enthusiastic and connected PR pro- experts who are passionate about fessionals. Your CIIC service your business, and possess a keen includes day-to-day principal-led understanding of the category. With strategy and press management, McCormick, Perrigo Nutritionals, servicing from company execu- a staff that includes many passion- event production, sponsorship and thinkThin, and DuPont Nutrition & tives, media specialists in New ate foodies, food bloggers and a spokesperson management, social Health’s soy protein business, York and Miami who can build and registered dietitian, we are in a media campaigns and full service among others. We’ve introduced escort an A-list media tour, arrange unique position to translate com- writing. scores of products, launched count- your appearance on network televi- plex nutritional and ingredient less campaigns and initiatives, and sion shows, manage product sam- messages in ways that resonate COYNE PUBLIC helped brands navigate significant industry challenges and crisis situa- pling, and plan top-level events in with consumers and deliver cam- RELATIONS your key markets. paigns that are authentic, credible tions. It is our implicit goal to deliver and relevant. The Food & Nutrition team has the best value and the best results. We are ready to share our cre- 5 Wood Hollow Road also created a powerful RD This is why President Carolyn ativity, passion and expertise. With Parsippany, NJ 07054 Network consisting of 25+ influen- Izzo-Feldman launched her own teams fully immersed in the food 973/588-2000 tial and connected registered dieti- www.coynepr.com PR firm in 1996 — to create the and beverage space, our specialty cians and nutritionists that are uti- most incredible team of PR pros to areas include product launches, lized for a range of activities, 1065 Avenue of the Americas including media relations, trend back her mission. social media executions, influencer 28th Floor engagement, media events, brand New York, NY 10018 spotting, category insights, and CONE positioning, issues-based engage- 212/938-0166 peer-to-peer influence. ment, promotions and celebrity The agency also boasts an inter- COMMUNICATIONS campaigns. 604 Arizona Avenue, Suite 10 nal digital and design group, whose Santa Monica, CA 90401 capabilities include creative strate- 310/395-6110 855 Boylston Street THE CONNECTED gy, social media campaigns, com- Boston, MA 02116 munity management, digital pro- 617/227-2111 TABLE Tom Coyne, CEO duction, full service design, video Fax: 617/523-3955 Richard Lukis, President production, website design & www.conecomm.com Tim Schramm, Senior Vice development, mobile applications 77 Fifth Avenue President New York, NY 10003 & programs and webcasts & e- , CEO Lisa Wolleon, Vice President Bill Fleishman 212/620-7027 learning. , Sr. Vice Heather Krug, General Manager, Byron Calamese [email protected] President West Coast www.theconnectedtable.com , DEUSSEN GLOBAL Peggy O’Shea Kochenbach facebook.com/connectedtable MBA, RD, LDN, Vice President Coyne PR is one of the nation’s Twitter: @connectedtable COMMUNICATIONS leading independent public rela- Connecting food and beverage Melanie Young, Chief Connector tions agencies, combining sound INC. brands to consumers has been a strategic counsel with cutting edge ® passion at Cone Communications The Connected Table special- creative elements to achieve supe- 37 West 37th Street, 6th Floor for over three decades. We have a izes in brand and image building rior communications goals for its New York, NY 10018 deep understanding of what moti- through marketing and promotion- clients. 212/682-2293 vates consumers, the issues that al campaigns, media relations, Coyne’s Food & Nutrition team Fax: 212/682-3757 matter most to them, and the fac- sponsorships, education, business- has worked with many of the most tors that drive their purchase deci- to-business and lifestyle events in prominent food brands and compa- Christine Deussen, President sions. We use these insights to cre- wine, spirits, food, publishing and nies in the world, and developed ate best-in-class communication causes. We connect U.S. and over- some of the most talked about and Noted for its depth and breadth strategies that drive business seas organizations and companies long-running programs in their his- of experience in the wine, spirits, growth for category leaders such as with key influencers throughout tories. Our client experience epicurean, and hospitality sectors, Lindt, Ben & Jerry’s, Glutino, the nation, including media, wine includes Del Monte Foods, General Deussen has built steady success Saffron Road, and General Mills and food industry leaders and Mills, PepsiCo, Kraft, The Hershey for its clients since 2002. For brands Yoplait, Pillsbury, and lifestyle movers and shakers. Company, Eggland’s Best, Bimbo example, Laurent-Perrier Cheerios, to name a few. In-house services include media Bakeries, Just Born, Campbell’s, 0Continued on page 22

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transfer perceptions and influence (Pendleton Whisky, 1910 Rye DEUSSEN GLOBAL FINN PARTNERS decisions and actions. In short, Whisky, Yazi Ginger Vodka, we don’t just tell your story better Broker’s Gin and Sinfire 0Continued from page 21 — we help you tell a better story Cinnamon Whisky), Melitta 301 East 57th Street, 4th Floor New York, NY 10022 that makes a difference. Coffee, Island Club Brands and 212/715-1600 FoodMinds brings the right its Carnaval Brazilian Wines, Champagne, a client of 10 years, Direct: 212/593-5807 mix of talented, seasoned and Moe’s Southwest Grill, and saw a 57% increase in Deussen- [email protected] motivated professionals — from Elevation Burger. generated media placements www.finnpartners.com registered dietitians, consumer FWV has also produced from 2012 to 2013. Campaign marketers and media strategists to award-winning campaigns that tactics including media relations, Cliff Berman, Senior Partner PhDs, science writers and public significantly increased product digital interface, and celebrity affairs experts — to challenge the sales for the likes of The Coca- partnerships accelerate our Finn Partners has outstanding status quo and achieve great Cola Company (NESTEA, Gold clients’ image, awareness, and food and beverage capabilities, things for our clients. Peak, Minute Maid, DASANI growth. As one example, a matched by an impressive list of Clients: American Heart and Simply Orange), Celebrity “flash” campaign for the food and beverage — both non- Association, Applegate, Can Chef Lorena Garcia, the North Fonseca BIN 27 Artist Bottle alcohol and spirits — clients. Manufacturers Institute, Council Carolina Beer and Wine generated 22 million media Particular areas of strength and for Responsible Nutrition, Dairy Wholesalers Association, Brinker impressions, with an advertising expertise include branding, Management, Inc., Dairy International (Maggiano’s Little equivalency value of $1.6 mil- lifestyle marketing, nutrition, Research Institute, Grocery Italy restaurants), Mia Francesca lion, over a 4-month period. health and wellness, and promo- Manufacturers Association and Trattoria, House-Autry, ConAgra Ongoing charitable partnerships tional events. Food Marketing Institute, Hass (Slim Jim, Pemmican Beef include support of The Fisher A sampling of our clients past Avocado Board, Hillshire Brands, Jerky), Nabisco Foods, Brown- House, The Waterkeeper and present includes Whole Kellogg, Micropharma, Midwest Forman (Jack Daniel’s), Whole Alliance, the Los Angeles Foods, Cinnabon, Crystal Geyser, Dairy Association, National Foods M arket and Diageo North County Museum of Art Kellogg’s, Good Earth Coffee, Confectioners Association, America (Bulleit Bourbon), (LACMA), and JustOneShift Gatorade, Tonnino tuna, Happy Nestle, Nutrient Rich Foods among many others. (the latter designed by Deussen Egg, Snapple and others. In the Coalition, Sabra Dipping New product launches have in partnership with gaz regan). beverage alcohol area clients Company, United States Dairy included Melitta’s Café Deussen’s relationships with top include Beringer Wines, Pinnacle Export Council, The Winning Collection of fine coffees, Sinfire sommeliers, mixologists, chefs, Vodka, BevMo!, Greg Norman Combination, and Welch’s. Cinnamon Whisky, 1910 Rye and authors offer ready access to Wine Estates, Penfolds, and Whisky, NESTEA COOL, Diet top trends, while innovative Seagram’s. FRENCH/WEST/ NESTEA, Gold Peak, DASANI social media campaigns offer Our programs and contacts Plus, Arbor Mist varietal wines, consumer engagement. span the food and bev erage media VAUGHAN Dolphins & Friends snack crack- and, through social media, we are ers, Orville Redenbacher’s pop- very active in programs that FINEMAN PR 112 East Hargett St. corns and Pemmican Beef Jerky. directly engage consumers. Raleigh, NC 27601 The agency also executes multi- On behalf of food and bever- 330 Townsend St., Ste. 119 919/832-6300 faceted digital and social media San Francisco, CA 94107 age clients we have developed an www.fwv-us.com campaigns tied to effective 415/392-1000 expansive list of influencer con- earned media campaigns that www.finemanpr.com tacts among celebrity chefs, bar- Rick French, Chairman & CEO together stimulate product trial, tenders, working chefs, leading David Gwyn, President / Principal increase brand awareness and Fineman PR, founded in food and beverage bloggers, and Natalie Best, Executive Vice drive purchase intent. 1988, specializes in Brand PR others. President / Director of Client and crisis communications for Services / Principal HANNA LEE food and beverage clients. Our FOODMINDS, LLC strength is in building strong French/West/Vaughan (FWV) COMMUNICATIONS and appealing brand identities, 328 S. Jefferson St., Suite 420 is the Southeast’s leading public INC. especially for consumer-facing Chicago, IL 60661 relations, public affairs and brand companies. 312/258-9500 communications agency, inde- Current client experience Fax: 312/258-9501 pendent or otherwise. Founded in 575 Madison Avenue, 10th Floor includes full service communi- [email protected] April 1997 by Agency Chairman New York, NY 10022 www.foodminds.com 212/527-9969 cations for California-based & CEO Rick French, FWV now Fax: 212/721-2091 Foster Farms Poultry. Work employs 84 research, public rela- www.hannaleecommunications.com includes Brand PR and con- Laura Cubillos, RD, Bill Layden, tions, public affairs, advertising Facebook: sumer product promotion, issues Sue Pitman, MA, RD, Partners and digital marketing experts HannaLeeCommunications management, retailer and other among its Raleigh, N.C. head- Twitter: @hannaleenyc special events, plant and facility FoodMinds is a food and nutri- quarters and New York City, LinkedIn: HannaLeeCommunications openings, employee communi- tion consulting and communica- Dallas, Los Angeles and Tampa Pinterest: @hannaleenyc cations, scenario planning, mul- tions company specializing in offices. Instagram: @hannaleenyc ticultural outreach, community food, nutrition, health and well- FWV is home to one of the relations, food safety education, ness. We harness communica- nation’s largest food and bever- Hanna Lee, President social and digital media initia- tions, science and public affairs to age practice areas and has been tives, and customer relations. establish unique selling proposi- ranked in the top 20 by Headquartered in New York Agency work also includes tions and produce novel food and O’Dwyer’s for more than a City, Hanna Lee wine PR, multicultural commu- nutrition programs. We shape the decade. A leader in launching Communications, Inc. is an nications for nutritional supple- dialogue and debate in grocery head-turning, results -driven mar- award-winning marketing agency ments, and brand positioning for aisles and board rooms, at science keting campaigns, FWV current- that integrates traditional public food service industry leader, meetings, on blogs and beyond. ly works with some of the world’s relations with innovative social Guckenheimer, and L.A.-based We create pathways for new foremost companies and brands, media marketing. It is special- Sterling Meat Company. opportunities and growth that including Hood River Distillers ized in hospitality and lifestyle

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Hunter PR worked with celebrity pastry chef and executive chef of Charm City Cakes, Duff Goldman, to help raise awareness of Pompeian’s new Grapeseed Oil Spray and teach Americans how to enhance their holiday baking recipes. Together, Pompeian and Duff The Manhattan Cocktail Classic Gala at New York Public Library. Goldman launched the Pompeian Baking for Better Challenge, a Hanna Lee Communications provides PR for the event each year. contest where at-home bakers had the chance to win $5,000 for their local food bank during the 2013 holiday season.

PR, including spirits, wine, food Andina Chilean Wines, Mionetto and travel, as well as event man- Wines, G7 Portuguese Wine person firm offers a full suite of ing out, selling-in and selling- agement. The agency only repre- Consortium and others. strategic marketing PR services sents products and companies Hanna Lee Communications is through: this is what we are including: research and insights; that it is passionate about. This active on social media where it hired to do! For more than 25 traditional and digital media outlook drives its well-acknowl- shares agency, client and industry years, JB Cumberland Public relations; social media market- edged excellence. news. For more information, Relations (JBC PR) has been ing; Hispanic strategies and The agency has created a num- please visit www.hannaleecom- helping clients distinguish them- solutions; corporate/social ber of successful PR, event man- munications.com selves from competitors and imi- responsibility initiatives; special agement and social media case tators, while helping them event production and sponsor- studies that have earned recogni- achieve their ultimate goal: sell- HUNTER PUBLIC ships; product introductions and tion from prestigious national ing products! We achieve this and and international organizations RELATIONS anniversaries; nutrition goal through strategic media recipe initiatives; talent negotia- that include PR News’ Platinum campaigns, constantly leverag- tions, entertainment integrations; PR Awards, PRWeek Awards, ing our outstanding contacts 41 Madison Avenue, 5th Floor spokesperson media tours; and SABRE Awards, PRSA-NY’s with key editors, writers, pro- New York, NY 10010-2202 crisis counseling. Hunter PR’s Big Apple Awards, The ducers and bloggers in the indus- [email protected] award-winning graphic and digi- Communicator Awards, The www.hunterpr.com try; through social media and tal design team creates every- Bulldog Awards and the W3 212/679-6600 online projects; through special thing from program logos and Awards. In addition, through its events, seminars and TV appear- collateral materials to innova- multi-year PR campaign for Grace Leong, Jonathan Lyon, ances — always adapting our tive, custom social and digital Mionetto Wines, Hanna Lee Jason Winocour, Mark strategy and tactics according to media applications in house. Communications contributed to Newman, Donetta Allen, Gigi the client’s needs. We under- Revitalizing mature brands, cre- developing the now popular Russo, Erin Hanson, Partners stand our clients’ markets, their ating buzz around new products Prosecco category in the U.S. businesses and their products — and building awareness among Hanna Lee Communications’ Celebrating our 25th anniver- particularly in the food and bev- key influencer groups (including client experience includes the sary in 2014, Hunter Public erage practice — so much so that the epicurean and nutritional Manhattan Cocktail Classic, Relations is an award-winning, many of our clients’ wholesale health communities) are among Campari, The Dead Rabbit, top-ranked independent market- business’ have tripled since our the firm’s specific areas of Louis Royer Cognac, Santa ing communications firm spe- partnerships began. A myriad of expertise. Teresa Rum, PAMA cializing in consumer brand and past clients have become catego- Pomegranate Liqueur, Hangar 1 lifestyle public relations with ry leaders without dropping a Vodka, TINCUP American particular expertise in food, bev- JB CUMBERLAND dime on advertising, and we Whiskey, Leblon Cachaça, erages, wines and spirits. PUBLIC RELATIONS have assisted in the process of Cooper Spirits’ Lock Stock & Clients include some of the creating new niche markets. This Barrel Rye Whiskey, Atsby countries most iconic and is what we have done and contin- Vermouth, Pisco Control C, respected food and beverage 133 W. 25th Street, Flr. 9E ue to do for both American and Sobieski Vodka, Marie Brizard companies including Kraft New York, NY 10001 European brands as diverse as Liqueurs, Melibea Urban Foods (Jell-O, Kraft Macaroni & 646/230-6940 Australian Lamb, Foods of Mediterranean Restaurant, Cheese), Post Foods, Smithfield, Fax: 646/230-6935 Germany, ZeroWater, Bodum GRACE Restaurant and Pub, E&J Gallo Winery (Barefoot, [email protected] Coffee, iSi Espuma Cuisine and Michael’s New York, Gallo Family Vineyards), www.jbcumberlandpr.com Whippers, Curious Chef, MONO+MONO Restaurant, Diageo (Johnnie Walker, Don Twinings Tea, St. Dalfour Fruit Forcella Pizza Restaurant Group, Julio Tequila), and Outback Cluttered categories and over- Spreads, Nambé, Fusionbrands, Rayuela Restaurant, Macondo Steakhouses. Tabasco Brand stocked retail shelves — in a Joseph Joseph, Revol and Latin Tapas Bar, San Domenico Pepper Sauce, our first client 25 market flooded with competing Cristel cookware, and most New York (now SD26), Japan years ago, is still a client today. products and messages, compa- recently, Iittala, Prepara, Quench Week, Wines of Croatia, Terra Our New York-based, 100- nies face the challenge of stand- and Monbento.

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and nurture brands. Over the the world-over. A bi-coastal years, we have worked with such force with offices in New York market leaders as Procter & and California, along with a Gamble, General Mills, Sunrise strong presence in Arizona, JPR Soya Foods, Dean & DeLuca, offers an integrated approach to Malibu-Kahlua International, cultivating fresh, creative and Diageo, Bacardi Imports, thoughtful media campaigns. DiSaronno, Glenlivet, The Every member of the JPR team Capital Grille, ‘21’ Club, Texas has an unparalleled passion for de Brazil, pinkberry, Blimpie achieving press with a purpose, International, TGI Fridays, Dr. while understanding the digital Praeger’s, French Culinary landscape of today. Institute and Zagat Dining Guide, Founded 10 years ago in among others. Clients value the California, the agency expanded genuine involvement and person- to New York City in 2009. al service of senior members of Today, JPR is a bi-coastal pow- the JGAPeppercomm team. erhouse of more than 30 experi- The key to success, we enced, passionate publicists. believe, is to understand premi- This allows JPR to provide um brand values. We craft com- invaluable media saturation pelling stories based upon a thor- across the country, no matter ough appreciation of your where a client is based. The JPR brand’s attributes. Our approach team is a group of savvy special- is focused on “outside in” think- ists, experienced at launching J Public Relations Founding Partner, Jamie Lynn Sigler, and Partner, ing: strategy and execution that brands and keeping them rele- Sarah Evans. let clients envision — and realize vant through buzz, creativity — the potential of connecting and programming. with their target audiences more For more information, please effectively and more meaningful- contact [email protected] communications agency head- ly than ever before. om or call 619.255.7069. quartered in New York, with JGAPEPPERCOMM We listen to our clients’ needs offices in San Francisco and and to those of their stakeholders. London. JSH&A 470 Park Ave. South, 4th Floor North By putting ourselves at the table Our approach marries New York, NY 10016 with your customers, we are able COMMUNICATIONS Peppercomm’s breadth of fully- 212/931-6185 to fully engage and build power- integrated marketing services [email protected] ful connections with them — with JGAPeppercomm’s high- 2 TransAm Plaza Dr., Suite 450 www.jgapeppercomm.com where they live, work, play, shop Oakbrook Terrace, IL 60618 touch boutique approach and and share. To insure optimum [email protected] Ed Moed, Managing Partner & depth of experience in the food Co-Founder results, we repeat these high- www.jsha.com and beverage, consumer, luxury Janine Gordon, President impact tactics, refining, as need- lifestyle and not-for-profit cate- Maggie O’Neill, Partner & Senior ed. Jonni Hegenderfer, Jim gories. Director This approach drives the strategy Kokoris, Cheryl Georgas, With clients ranging from fine for all our integrated marketing Partners JGAPeppercomm is the con- dining and QSR to FMCG and services, including PR / social sumer, lifestyle specialty group wine and spirits, media, branding, experiential / Celebrating 25 years, JSH&A is within Peppercomm, an award- JGAPeppercomm’s team of events, crisis communications, a Chicago-based marketing com- winning, independently owned experts has all the ingredients, celebrity endorsements, strategic munications agency that helps lead- 19-year-old integrated marketing know-how and passion to build alliances, licensing, digital/creative ing food and spirits brands drive services and more. At consumer awareness, engagement JGAPeppercomm, we consistently and advocacy by creating integrat- deliver four-star, business-building ed PR and social media programs results for the brands we serve. that deliver high-impact results. If you’re hungry for more, Named a top Consumer please visit us at jgapepper- Marketing Agency of The Year, comm.com, drop us a line at jgor- JSH&A has won multiple awards [email protected] or call for creative campaigns and strate- 212/931-6185. gic influencer engagement programs executed on behalf of clients like The Hershey Company, J PUBLIC ConAgra Foods, Beam Inc., RELATIONS McDonald’s and Safest Choice Eggs. We take pride in our extensive 1620 5th Ave., Suite 700 San Diego, CA 92101 food and spirits industry knowl- 619/255-7069 edge and offer services including: [email protected] media relations, blogger and influ- www.jpublicrelations.com encer engagement, social media JSH&A helped Beam Inc. further raise awareness and drive trial of the strategy, social channel manage- brand’s award-winning whisk(e)y portfolio by hosting a series of Great J Public Relations is one of ment, event marketing and product the top hospitality, luxury launch support. Whisk(e)y Debate events in key U.S. markets. The events, created by lifestyle and social media Whether it’s inspiring moms to JSH&A president Jim Kokoris and celebrating 15 years, reached more firms in the country, with a take back Monday dinnertime with than 1,200 key sales associates and whiskey loyalists in 2013. client roster that includes brands the help of Manwich, driving

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JSH&A’s “Case of the Mandays” campaign reminded moms nation- wide that Manwich is an easy weeknight meal solution. Inﬂuencer engagement, Twitter parties and sponsored content drove moms to Lane launched celebrity chef José Andrés’ ﬁrst line of artisanal Manwich.com and generated online conversations about the brand Spanish food products, José Andrés Foods, to the US market in 2013.

awareness and trial of limited-edi- among health professional commu- tion seasonal HERSHEY’s prod- nities, academia and government The Honest Kitchen, ucts or helping the world’s No. 1 regulators. From farm to fork, our truRoots/Smuckers, and Way M&P FOOD bourbon share its heritage story professionals have the experience Better Snacks. Kohnstamm was with national media, we deliver to help clients both promote and instrumental in generating robust COMMUNICATIONS strategic, results-driven programs. protect their products. PR for brands whose companies INC. Founded in 1945 as Sumner, were purchased in part as result of KELLEN Rider & Associates, Kellen its great PR work, including Honest Communications is a division of Tea, Naked Juice, Icelandic 155 N. Michigan Ave., Suite 609 COMMUNICATIONS Kellen Company, an employee- Glacial, and Happy Baby. Chicago, IL 60601 312/201-9101 owned firm with offices in New [email protected] 355 Lexington Avenue, 15th Floor York, Washington D.C., Atlanta, LANE www.mpfood.com New York, NY 10017 Chicago, Denver, Brussels and 212/297-2100 Beijing. www.kellencommmunications.com 905 SW 16th Avenue Brenda McDowell, Principal Joan Cear, Vice President Portland, OR 97205 KOHNSTAMM 503/221-0480 M&P provides public rela- 1100 Johnson Ferry Rd., Suite 300 COMMUNICATIONS www.lanepr.com tions and digital communica- Atlanta, GA 30342 500 Fifth Avenue, Suite 2720 tions services to a variety of 404/836-5050 consumer food and beverage Debra Berliner, Vice President 400 North Robert Street New York, NY 10110 14th Floor clients. Whether building buzz 750 National Press Building St. Paul, MN 55101 Wendy Lane Stevens, President with editors, reaching con- 529 14th Street N.W. www.kohnstamm.com sumers via social media or Washington, DC 20045 LANE elevates brands, drives working with blogger partners, 202/591-2439 Josh Kohnstamm, President trial and builds sales from the M&P programs are tailored to Francie Israeli, Vice President Greg Zimprich, SVP of Agency influential culinary hubs of New clients’ needs and designed to Operations and Strategic Insight York and Portland, Ore. With more deliver. With more messages about food than 20 years of experience in the A launch party in a trendy options, diet, nutrition and safety Twin Cities-based Kohnstamm food, beverage and consumer uptown loft or via Twitter, film- than ever before, how do you break Communications was ranked the products industries, LANE tracks ing man-on-the-street videos, through the clutter? Kellen third best food and beverage PR trends and monitors consumer sen- managing brand ambassador Communications combines agency and ranked top ten for cor- timents from coast to coast. programs, or conducting a con- decades of experience with ingenu- porate social responsibility by Drawing on insights garnered from test on Pinterest, are all in a ity and cutting edge tactics to make TopPR Agencies.com (2014). The firsthand experience as well as day’s work. a measurable impact for our clients. firm has extensive national food from media, blogger, influencer The M&P in-house test We deliver integrated marketing and beverage client experience, and consumer circles, LANE’s kitchen extends client offerings communications solutions execut- especially in the fast-growth natu- multifaceted campaigns connect beyond traditional public rela- ed by specialists in publicity and ral and organic channel. across social and digital media, tra- tions programming to include promotion, nutrition communica- Kohnstamm is nationally recog- ditional media, stores and restau- hands-on expertise in recipe tions, digital marketing and social nized for its use of traditional and rants, and events. development, food and wine media strategy and execution, social media to effectively catalyze LANE’s award-winning cam- pairings, contest judging and issues management and crisis com- brands. SVP Greg Zimprich brings paigns have produced measurable more. munications, public affairs, website proven PR industry experience to results for brands including José Culinary-focused, consumer- development and graphic design. lead the agency, including 19 years Andrés Foods, Moonstruck connected and client-centered, In addition, Kellen’s team includes with General Mills as Dir. of Brand Chocolate Co., Snake River our success is proven on behalf registered dietitians and scientists PR, where he launched more than Farms, Double R Ranch, of current and past clients who specialize in food and bever- 100 new products and created International Olive Council, including Dreamfields Pasta, age. nationally recognized brand mar- Oregon Strawberry Commission, Seneca Foods, Safest Choice A leading resource for the food keting capabilities. Dutch Bros. Coffee, Wines from Pasteurized Eggs, Seattle and beverage industry, Kellen has Kohnstamm’s current food and Spain, E. & J. Gallo Winery, The Sutton’s Healthy Eating, Wilton strong relationships with traditional beverage clients include Noosa Wine Group, Sokol Blosser Enterprises, Quaker Oats and and digital media outlets that cover Yoghurt, Angie’s Popcorn, 3M Winery, Hood River Distillers, and National Cattlemen’s Beef this sector and extensive networks Food Safety, Reed’s Ginger Brew, Widmer Brothers Brewing. Association.

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Service, as well, and, in 2013, helped launch its new fundraising MWW program, Schwan’s Cares. M Booth’s Better4You offering is One Meadowlands Plaza bolstered by a board of leading East Rutherford, NJ 07073 national advisors in food and nutri- 201/507-9500 tion, wellness, fitness and parenting. www.mww.com This past year, the offering added a formalized research and account Michael W. Kempner, Founder, planning capability led by Bonnie President & CEO Ulman, co-founder and president of Alissa J. Blate, Executive Vice The Haystack Group. An expert on President, Global Consumer issues relating to women and fami- Marketing Practice Leader ly, Ulman is author of two books — Trillion-Dollar Moms: Marketing The food and beverage industry to a New Generation of Mothers is in a constant state of evolution and Hustle: Marketing to Women in where shifting consumer tastes and the Post-Recession World. preferences, new government regu- The practice and staff experience lation and volatile commodity mar- includes work for Unilever Spreads kets are continually changing the and dressings, Tropicana, Dole landscape. In this environment, Juices, Kellogg’s, Quaker, Heinz, staying ahead of trends is the key to Pirate’s Booty, Mrs. Dash, The establishing and maintaining brand National Pasta Association, trust and relevance and seizing Matthew McConaughey and Camilla Alves helped kick off The opportunities before your competi- Macallan Masters of Photography: Elliott Erwitt edition, at a launch Ronzoni and McNeil’s Sun Crystals sweetener. tors do — while avoiding the pit- party for 300 tastemakers and Hollywood elite at the Leica Gallery in falls. At MWW, we make our M Booth’s dedicated Wine and TM Los Angeles, at an event produced by M Booth. clients Matter More by establish- Spirits team added the luxury brand, ing relationships between brands Krug Champagne, to its roster of and consumers through integrated top-shelf brands in 2013 It is cur- public relations and marketing rently serving as both public rela- MARX LAYNE & M BOOTH activities that drive awareness, tions and social media AOR. The engagement and consideration. We COMPANY agency also began working with expand media coverage beyond 300 Park Avenue South Campari, as well as projects for food media and into influential tra- New York, NY 10010 Cynar, Cabo Wabo tequila’s Cabo 31420 Northwestern Hwy., #100 212/481-7000 ditional and digital lifestyle outlets, Diablo extension, Frangelico, Farmington Hills, MI 48334 www.mbooth.com creating brand relevance and devel- 248/855-6777 ext.105 Aperol and SKYY Vodka’s oping emotional connections that [email protected] Margaret Booth, Chairperson Infusions line. drive trial and brand loyalty. www.marxlayne.com Dale Bornstein, CEO As AOR for 10 years handling , SVP, Group Director Whether it’s establishing a restau- Rich Goldblatt the Scotch portfolio of Rémy Michael Layne, Managing Lauren Swartz, SVP, Director, rant as a top-choice for dining or Partner Wine & Spirits Cointreau USA, Inc., including The creating demand for a new product Macallan Single Malt Scotch launch in a competitive category, Marx Layne has been provid- M Booth’s Food & Beverage Whisky, Highland Park Single Malt we help position our client brands ing cost-effective marketing, practice enjoyed a healthy and spir- Scotch Whisky, and The Famous as a vital ingredient in consumers’ public relations and social ited 2013. On the new business Grouse, the spirits group focuses on lifestyles. Our clients include: media services on a local, front, the agency’s Better4You reaching key media, influencers and McDonald’s, The Hillshire Brands regional and national basis to offering captured two new clients tastemakers through luxury activa- Company, Atkins Nutritionals, the food and beverage sector — the Global Organization for EPA tions, brand partnerships, promo- D’Artagnan, Sbarro Italian Eatery, since 1987. and DHA (GOED) and Beyond tional events and intimate tastings. Senseo Coffee, and United Natural Services offered to clients Meat. Partnering with famed photogra- Foods, among many others. include media relations, product M Booth is leading a strategic pher Elliot Erwitt, M Booth helped publicity, crisis and issues man- communications effort for GOED launch The Macallan “The Flask” OGILVY PUBLIC agement, internal communica- that underscores the role Omega-3s edition and M Decanter, as part of tions, special events planning, play in heart health, brain health, the fourth installment of The RELATIONS social media, online reputation infant development and other func- Macallan’s Masters of Photography management, direct mail, e- tions. Using social and traditional series. The Chocolate Factory blasts, graphic design, Web media, the campaign targets influ- M Booth continued its work with 636 Eleventh Avenue development, and brochure and encers, media and consumers. For Brugal Rum launching Brugal New York, NY 10036 newsletter production. Beyond Meat, makers of plant- Extra Dry Rum and premium sip- 212/880-5280 Clients include fine dining based protein foods, M Booth is ping rum Brugal 1888. M Booth’s [email protected] restaurants, quick service spearheading a strategic communi- digital team also managed Brugal’s www.ogilvypr.com restaurants, supermarket chains, cations effort to generate consumer social channels, developing content and food and beverage manu- awareness. that has increased fans across Mitch Markson, President, Global Brand Marketing and facturers and suppliers. With a long history working in Facebook, Twitter and Instagram the food and wellness arena, M from fewer than 500 fans to more CCO, Purpose Branding The April issue of O’Dwyer’s will feature Booth is AOR for The Schwan than 40,000 in just over a year. Food Company, focusing on gener- Rounding out the M Booth Our deep, abiding and pas- a company profiles section on firms that ating awareness and trial for leading Spirits portfolio are NOLET’S sionate love affair with all specialize in social media. If you would grocery brands including Red Finest Gins, which expanded distri- things related to what we eat, like your firm to be listed, contact Editor Baron, Freschetta, Edwards and bution, as well as American wine and the drinks we imbibe, has Jon Gingerich at 646/843-2080 or Mrs. Smith’s. The agency handles importer and marketer, Banfi [email protected] the online grocer, Schwan’s Home Vintners. 0Continued on page 28

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PROFILES OF FOOD & BEVERAGE PR FIRMS

on emerging health and wellness makers, advocacy groups and con- trends and create new ones that sumers on nutrition brings a whole interest media, consumers and new dimension to promoting food health professionals. Our knowl- categories and brands. edge of the latest health & nutrition All these factors make for research and science and our dynamic market situations and the understanding of food policy need for flexible communications enables us to deliver actionable strategies. RF|Binder’s nimble consumer and market insights and structure and attunement to the practical health & lifestyle well- fast-paced changes in the food ness benefits for brands and com- industry and the food culture as a modities. whole, enable us to respond quick- In addition to PR practitioners ly to meet our clients’ needs. and marketers, our staff includes Drawing from deep experience and media-savvy Registered Dietitians knowledge of the evolving food who can address health & nutrition and beverage world, RF|Binder has issues that are top-of-mind for worked in every aspect of food and Supermarket Registered Dietitians enjoyed a culinary farm-to-fork today’s print, broadcast and online beverage marketing and public experience at Natirar Farms organized by Pollock Communications journalists. Over the last two relations, creating award-winning on behalf of Unilever soft spread brands. decades, Pollock has cultivated programs for clients ranging from long-term relationships and trained Dunkin’ Donuts to Cargill, from a network of spokespeople, includ- the 100th anniversary of the Fig erates publicity for openings and ing media Registered Dietitians, Newton to Wines of Germany. OGILVY product introductions, brings cre- celebrity chefs, medical doctors Thanks to our work, Riesling 0Continued from page 26 ativity to special events and com- and scientists, who are available has gone from niche to “it” wine, munity relations and leverages and ready to deliver key messages bringing a younger audience into the power of social media for a variety of our clients in broad- the fold and dispelling the myth through its High Impact Digital cast, print and social media. that Riesling is just a sweet wine. made us among the most sought division. Experienced members Clients: Ajinomoto Food We helped Talenti Gelato & after and relevant PR partners in of the professional staff are Ingredients, LLC, American Sorbetto become the best-selling this arena. Our respect, insights, skilled at issues management for Society of Hypertension, Brassica gelato in the country and we put relationships and track record food and beverage clients. Protection Products, LLC, Malaysian food on the map with a with some of the world’s greatest Clients include International Cranberry Institute, Cranberry sweeping integrated marketing chefs, restaurateurs, mixologists Dairy Queen and Olive Garden, Marketing Committee, Dairy communications campaign, featur- and food purveyors has been crit- among others. The firm also pro- Management, Inc., Gourmet Nut, ing large-scale consumer events, ical to our ongoing successes in vides strategic public relations PepsiCo Global Nutrition Group, celebrity chef engagements, media this category. Understanding the and marketing services for Prestige Brands: PediaCare, and advertising campaigns and fickle tastes of today’s discerning emerging companies and fran- FiberChoice and Beano, Purdue digital programs. We helped customer is built into our collec- chisors, such as Zona Fresca, and Products: Senokot and Colace, Tea Truvia natural sweetener become tive DNA and palettes. innovative local restaurants such Council of the USA, The Dannon the country’s #2 sugar substitute Our proprietary on-the-ground, as Shooters Waterfront. Based in Company, Unilever Brands: and Dunkin’ Donuts retain the #1 in the store, at the table, off the Fort Lauderdale, Pierson Grant is Promise, Country Crock and I ranking for customer loyalty in the shelf research allows the team to a member of the IPREX global Can’t Believe It’s Not Butter!, and coffee category for five years run- develop fresh, strategic cam- network. USA Rice Federation. ning. paigns on behalf of our food and RF|Binder brings market and beverage clients including: POLLOCK RF|BINDER industry insight, research-based Nestle, DuPont, KFC, Taco Bell, strategy, and creative program- FAGE, among dozens of others. COMMUNICATIONS ming to its clients, as well as Additionally, we have a staff of 950 Third Avenue, 7th Floor access to the key influencers shap- seasoned professionals — includ- New York, NY 10022 ing public opinion in the food and ing in-house food and nutrition 665 Broadway, Suite 1200 www.rfbinder.com New York, NY 10012 Twitter: @rfbinder beverage space. We assist clients in experts and a national network of 212/941-1414 understanding market conditions, RD consultants — that is in tune Fax: 212/334-2131 influencers and consumer behavior , CEO with current and future trends in [email protected] Amy Binder and we provide a wide array of food and beverage. www.lpollockpr.com Atalanta Rafferty, Executive Managing Director services, from consumer promo- , Senior tions, influencer and traditional , President Laura Giannatempo PIERSON GRANT Louise Pollock Managing Director, Food and media outreach to digital and social PUBLIC RELATIONS Beverage media programming, issues man- Pollock Communications is an agement, trade and investor rela- independent PR and marketing Today, the food and beverage tions. 6301 N.W. 5th Way, Suite 2600 communications agency that offers industry faces new challenges, as Current and recent clients Ft. Lauderdale, FL 33309 cutting edge expertise for food, well as new opportunities, with 954/776-1999 include Atkins Nutritionals, www.piersongrant.com beverage, nutrition and health & growing interest from consumers Baskin-Robbins, Cargill’s Truvia™ www.highimpactdigital.com wellness clients. Founded in 1991, about the food they eat and the natural sweetener, Chilean Pollock pioneered communica- products they buy. Eating and Specialty Foods, The Culinary Maria Pierson, CEO tions for the functional food move- cooking fresh foods, choosing Trust, Dr. Praeger’s, Dunkin’ Jane Grant, President ment, creating some of the major healthy food options and using sea- Donuts, The Hershey Company’s food trends of the past 10 years, sonal ingredients are established Scharffen Berger Chocolate Maker Pierson Grant’s fresh thinking including making tea the healthy trends. Moreover, issues around and Dagoba Organic Chocolate, builds brand identity and boosts drink of the new millennium and health and obesity continue to be a Kayem Foods, Love Beets, The sales for food and beverage making chocolate a healthy indul- frequent topic of conversation. Malaysian Trade Commission clients. The full-service firm gen- gence. We know how to capitalize Continued attention from policy (Malaysia Kitchen for the World),

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Miller Coors (Pilsner Urquel), Smith & Wollensky, Talenti Gelato RUDER FINN & Sorbetto, Wegmans, Vinho Verde, Wines of Germany, Wines 301 East 57th Street of Sicily and YoCrunch. New York, NY 10022 212/593-6400 ROGERS & COWAN www.ruderfinn.com

PACIFIC DESIGN CENTER Kathy Bloomgarden, CEO 8687 Melrose Ave., 7th Floor Scott Schneider, Chief Digital Los Angeles, CA 90069 Officer 310/854-8117 Maryann Watson, President, RFI Fax: 310/854-8106 Studios www.rogersandcowan.com John McInerney, Senior Vice President, Brand Marketing Tom Tardio, CEO In today’s food and beverage Rogers & Cowan is a full-serv- industry, there are more prod- ice entertainment marketing and ucts and technologies vying for PR agency offering consumer consumers’ attention every day, Taylor partners with category leading food and beverage brands, brands access and alliances with and in order to truly drive mean- including Diageo’s Crown Royal Canadian Whisky. Over the past the powerful influences of the ingful engagement, brands need year, Taylor has provided sustained counsel and support for the entertainment industry as well as an innovative and authentic brand’s newest integrated campaign, Reign On, which was launched an insider’s point of view on communications strategy that with the support of NBA legend Julius Erving (pictured) as part of the lifestyle and consumer trends. The encourages brand-to-fan con- brand’s NBA sponsorship. As Reign On evolves, Taylor is at the helm agency has extensive expertise in nections. With this in mind, our of innovative programming to leverage the NBA partnership as well the food and beverage categories emphasis is on activities that working with packaged and bottled drive community building and as new product launches. goods companies, entertainment consumer interaction. We help brands and content, restaurants, connect brands with emerging special events, creative design, and wine, beer and spirit digital platforms and start-ups to SCHNEIDER digital marketing, spokesperson brands. Our teams provide food engage consumers in new and training, influencer outreach and and beverage brands publicity and meaningful ways while also ASSOCIATES crisis communications, among marketing campaigns, special helping to foster brand con- others. event support, sponsorship activa- sumer experience that personal- Member of the Worldcom Public Learn more at tion, celebrity/influential seeding, izes brands and differentiates Relations Group schneiderpr.com. We’re always promotional tie-ins, brand integra- them in a highly competitive 2 Oliver Street, Ste. 901 launching new ideas. Let’s launch tion and social media strategies market. Boston, MA 02109 yours. audits, campaign design, execution Ruder Finn works with food 617/536-3300 and measurement for our clients. and beverage clients to develop Fax: 617/536-3180 TAYLOR We work with clients to launch and implement plans around [email protected] www.schneiderpr.com new products, build awareness for building communities, event national and international advertis- activations, product launches, The Empire State Building Joan Schneider, CEO 350 Fifth Avenue, Suite 3800 ing campaigns, promote charitable sustaining product growth and Phil Pennellatore, President New York, NY 10118 initiatives, drive viewership for tel- visibility, brand partnerships as 212/714-1280 evision and digital content, lever- well as corporate social respon- How do you make ice cream www.taylorstrategy.com age celebrity spokespeople for sibility, environmental and newsworthy in winter, motivate media opportunities, integrate health & wellness initiatives and the media to swoon over grilled Tony Signore, CEO & Managing products into entertainment con- more. Because each brand is dif- cheese sandwiches, or turn the Partner tent, build and manage online com- ferent, we believe there is no launch of an e-commerce site Bryan Harris, COO & Managing munities, execute social media one-size-fits-all approach to into a cool consumer event? Ask Partner strategies and maximize awareness how to maximize impact. Schneider Associates. We are of sports and entertainment spon- Our experience also tells us passionate about creating and Celebrating its 30th anniversary sorships and alliances, among oth- that true connections in the food executing campaigns to launch, in 2014, Taylor partners exclusive- ers. and beverage space are made by re-launch and accelerate growth ly with category leading consumer Recent clients/projects have highlighting both product attrib- for our clients’ products and brands that utilize lifestyle, sports, included Food Network, The utes and the visceral consumer brands. We develop innovative and entertainment platforms to Cooking Channel, EKOCYCLE reaction to a brand’s image. We and measurable campaigns with engage consumers and drive busi- with will.i.am and The Coca-Cola work with clients to create a 360-degree integrated ness growth. Company, Dasani, Simply Orange, meaningful content that res- approach to keep clients in the The Holmes Report’s Sprite Refreshing Films, Dylan’s onates with consumers includ- news year round. We know how “Consumer Agency of the Candy Bar, Betty Crocker, Lucky ing engaging visuals and videos, to craft communications and Decade,” Taylor has more than Charms, Wheaties, General Mills, and dynamic stories for digital social media programs that cre- 100 employees with headquarters JuiceBlendz, Madison’s New York and traditional mediums, help- ate news while solving business in New York and offices in Los Grill & Bar, Morton’s Steak House, ing brands to identify with exist- challenges for food and beverage Angeles, Chicago, and Charlotte. Ferguson Wines, Skinnygirl ing and new consumers. brands. Multi-unit marketing is The agency provides a full array Cocktails, Zipz Wine, Wines that We’ve worked with consumer also a specialty — whether of services including: brand plan- Rock, Sobieski Vodka, Fanta brands like Mondelēz we’re creating grand opening ning; digital strategy and social Search for the 4th Fantana, The International, PepsiCo, Caribou events or launching new prod- media; strategic media relations; Munchies People’s Choice Food Coffee, Mountain Dew, Gerber, ucts or programs, we make the consumer insights; measurement Awards, Club EATalian, and the Propel, Quaker Oats, Kellogg’s, cash register ring for franchises. and evaluation; event production, Los Angeles Times Celebration of Chateau Margaux and Moet Services include messaging, Continued on page 30 Food & Wine. Hennessy Diageo. media relations, social media, 0

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natural occurring sparkling ues to support the Nutrition water with distinct nutritional Blog Network — an aggregator benefits. For further informa- of more than 600 blogs written tion please email us at dtreveli- by registered dietitians. Our [email protected]. food practice specialists have extensive experience in engag- WEBER ing the communities that matter most to our food and beverage SHANDWICK clients.

875 N. Michigan Ave., Suite 2400 WCG Chicago, IL 60611 312/988-2400 www.webershandwick.com 60 Francisco Street San Francisco, CA 94133 Gail Heimann, President 415/362-5018 Janet Helm, MS, RD, Chief Food Fax: 415/362-5019 and Nutrition Strategist, North [email protected] America www.wcgworld.com Managed by Trevelino/Keller, National Foundation for Celiac Weber Shandwick has built Jim Weiss, Chairman & CEO, Awareness (NFCA) President Alice Bast kicks off the GREAT one of the largest and most suc- W2O Group Kitchens Gluten-Free Chef¹s Table Tour at Mehtaphor in NYC, featur- cessful food and nutrition prac- Bob Pearson, President, W2O ing Chef Ambassador Jehangir Mehta. tices in North America. Our Group clients include many of the Chris Deri, President, WCG world’s leading food compa- David Witt, Practice Lead, age practice as one of the more nies, and we’ve been behind Consumer TAYLOR health-centric in the U.S., tar- some of the most iconic cam- 0Continued from page 29 gets emerging and middle-mar- paigns for food brands in the WCG is a global communica- ket companies across four chan- country. Weber Shandwick also tions company offering inte- nels: restaurants, franchising, has deep expertise in turning grated marketing services to manufacturing and associa- food industry groups like milk clients in consumer packaged Hispanic/multicultural; and tions. With one of the more and pork into brands with goods, food and beverage. spokesperson procurement and progressive foodie agency cul- award-winning campaigns that Among our clients, we service training. tures, the firm brings an inte- have changed perceptions. Red Bull, Hershey’s, General Taylor develops strategic mar- grated approach through PR, Our food clients range from Mills, Michael’s, Warner Bros keting communications programs Social, Branding and the indulgent to functional, and and more. for a number of category leading Marketing, to the table for prod- they each have a story to tell. In As part of the W2O Group, food and beverage brands, includ- uct launches, brand revitaliza- today’s “always-on” world, we WCG is creating the positive ing — for the past 26 years — tion, reputation management help brands engage, always. We future of communications by Diageo, the world’s leading premi- and category disruption. For manage the online communities providing advance analytics um drinks business. For Diageo, global brands, Trevelino/Keller of our multiple food clients and and social listening to each Taylor has successfully launched has band together three bou- have extensive experience in marketing discipline. new products, reinvigorated iconic tiques to form Consume Brands, creating engaging content and Established in 2001 by Jim brands and sustained momentum in designed to serve early stage managing issues. Our work Weiss, a 25-year veteran in the marketplace for adult beverage and global brands with needs involves launching new prod- communications, the agency favorites such as Crown Royal, beyond communications includ- ucts, reinvigorating brands, and has grown to nearly 400 Guinness, Captain Morgan, ing culinary arts, brand exten- leveraging scientific research to employees, with 190 housed in Smirnoff and Sterling wines, sion and product development. change the way consumers and WCG, serving clients from among others. Experienced in fine dining, influencers think about specific offices in San Francisco, New Taylor also partners with Nestle, casual, fast casual and quick foods or ingredients. York, Austin, Los Angeles, for innovative product introduc- service as well as packaged We have a dedicated food and Minneapolis, Atlanta, Boston, tions in the ice cream category; goods for foodservice, grocery nutrition team that includes and London. Kraft, for product launches in the and specialty, the firm¹s ambi- some of the industry’s most WCG’s seasoned profession- dairy category; and Taco Bell, for a tion is to get out in front of the strategic senior counselors and als specialize in analytics, pub- variety of product introductions market in relation to supporting content experts — including lic relations, content marketing, and sports sponsorship activations. a more responsible food society, registered dietitians, PhD nutri- branding, design, digital, social promoting companies with tion scientists, former and cur- and traditional marketing, TREVELINO/ healthy nutritional strategies, rent journalists and trained influencer and advocacy rela- organics, sustainability and chefs. These imbedded experts tions and grassroots direct-to- KELLER local initiatives. have extensive experience in consumer campaigns. The firm’s work with TCBY public-private partnerships, The company was named the King Plow Arts Center included the launch of its alliance building, food and agri- 2013 Digital Agency of the 949 W. Marietta St., Suite X-106 “Super Fro-Yo,” a super nutri- culture policy, food regulations, Year and Specialty Agency of Atlanta, GA 30318 tional classification that distin- sustainability, food safety and the Year by The Holmes 404/214-0722 guishes the brand from others in crisis communications. Report, was ranked #4 of Top Fax: 404/214-0729 the category. In 2013, the firm We have strong relationships Independent PR Firms and was [email protected] worked closely with the with food and nutrition influ- ranked #5 on PRWeek’s 2013 www.trevelinokeller.com National Foundation for Celiac encers, including registered US Agency Rankings. www.consumebrands.com Awareness and its Chef’s Table dietitians and bloggers, who are For more information, visit Gluten Free Tour. In 2014, it increasingly influencing the our website at wcgworld.com Trevelino/Keller, quickly will launch the U.S. E-com- media landscape. Weber or follow us on Twitter establishing its food and bever- merce presence for Santo Li, a Shandwick created and contin- @WCGWorld. £

30 MARCH 2014 4 WWW.ODWYERPR.COM 4 ADVERTISING SECTION Marchmagazine_Layout 1 2/28/14 3:58 PM Page 31 O’DWYER’S RANKINGS FOOD & BEVERAGE PR FIRMS

Firm Net Fees (2012) Firm Net Fees (2012)

1. Edelman New York $88,786,648 25. WordHampton PR E. Hampton, NY 892,347

2. APCO Worldwide Wash., D.C. 12,516,796 26. Ruder Finn New York 785,137

3. Hunter PR New York 9,197,142 27. rbb Public Relations Miami 773,489 28. 4. MWW E. Rutherford, NJ 6,660,000 Levick Strategic Comms. Wash., D.C. 743,945 29. 5. Taylor New York 6,061,000 BizCom Associates Addison, TX 600,000 30. 6. Padilla/CRT Minneapolis 5,708,605 Morgan&Myers Waukesha, WI 588,313 31. 7. RF | Binder Partners New York 5,381,579 VPE Public Relations S. Pasadena 555,921 32. 8. Regan Comms. Group Boston 5,020,000 Konnect Public Relations Los Angeles 546,921 33. 9. FoodMinds Chicago 4,859,213 At The Table PR Tampa 441,039 34. 10. 5W Public Relations New York 4,100,000 Kaplow New York 350,000 35. 11. Zeno Group New York 3,992,912 Trevelino/Keller Atlanta 350,000 36. 12. Coyne PR Parsippany, NJ 3,541,000 Blaze Santa Monica 324,342 37. 13. W2O Group San Francisco 2,414,000 Maccabee Minneapolis 270,365 38. 14. FTI Consulting New York 2,210,000 Stuntman PR New York 226,479 39. 15. Allison+Partners San Francisco 2,200,000 Rosica Communications Paramus, NJ 207,061 40. 16. Jackson Spalding Atlanta 2,088,208 TransMedia Group Boca Raton 159,107 41. 17. Dye, Van Mol & Lawrence Nashville 1,927,964 Hirons & Company Indianapolis 100,000 42. 18. Linhart PR Denver 1,887,452 Landis Communications San Francisco 100,000 43. 19. French | West | Vaughan Raleigh 1,668,875 Hope-Beckham Atlanta 80,300 44. 20. Kohnstamm Comms. St. Paul 1,615,466 McNeely Pigott & Fox Nashville 79,137 45. 21. Finn Partners New York 1,352,653 Sachs Media Group Tallahassee 72,810 46. 22. J Public Relations San Diego 982,834 Red Sky PR Boise 59,607 47. 23. O’Malley Hansen Comms. Chicago 920,000 CJ Public Relations Farmington, CT 58,030 48. 24. Fahlgren Mortine Columbus 917,011 Rasky Baerlein Strategic Comms. Boston 45,450

OPINION Professional Development Sound PR advice would have saved A-Rod By Fraser Seitel equally abhorred. But that’s what he amount of bellicosity from his attorney got. or denials from himself would have Rodriguez’s chief attorney, Joe convinced people he didn’t. lex Rodriguez is the saddest Tacopina, was a notorious headline- Sound public relations called for $275-millionaire in the history grabber, whose combative style made advising Rodriguez to admit his errors. Aof the world. him a fixture on cable television. To his That’s what other high profile baseball In early February, after a year of furi- credit, Tacopina renounced the “no players have done; they’ve admitted, ous pushback comment” approach of many lawyers, apologized, accepted their suspensions against Major relying instead on a no-prisoners, let- and will return to the game. League Baseball the ‘em-have it confrontative style. In Rodriguez’s case, even with com- player’s union, and For Alex Rodriguez, for whom humil- petent public relations advisors first his own team, the ity was a constant problem, Tacopina’s from Sitrick & Co. and then Berk New York Yankees, pushy public demeanor was the worst Communications, he either got no A-Rod quietly — thing for his client. such counsel or wasn’t smart enough to and sadly — In August, while the Yankees battled heed it. dropped his law- to make the playoffs, Tacopina enlisted Just as Bill Clinton should have Fraser P. Seitel has suits and accepted a no-holds-barred display of bombast admitted the Monica Lewinsky affair been a communications his punishment of consultant, author and that distracted the team and buried and Martha Stewart the truth about her teacher for 30 years. He missing the 2014 Rodriquez. stock trades, Alex Rodriguez should is the author of the baseball season First, he accused Major League have been counseled that in high profile Prentice-Hall text, The because of taking Baseball and its commissioner of stag- public relations, the truth will out. Practice of Public Relations. banned perform- ing a witch hunt to destroy A-Rod. • Sound PR would have painted ance-enhancing Next, he charged the Yankees with A-Rod as a humbled, sympathetic drugs. medical malfeasance, of trumping up figure. A-Rod’s capitulation was a complete Alex’s injuries so as not to have to pay Despite his extraordinary baseball and utter defeat for himself and his high- him. talents, good looks and immense powered team of legal and public rela- Finally, after insisting Rodriguez wealth, Alex Rodriguez has always tions consultants. It is unclear that when never took steroids, Tacopina dared come across as an uncomfortable public Rodriguez, at 39, is eligible to return to MLB to release his client’s confidential figure. He is ill at ease in front of a baseball the Yankees will be willing to drug-testing record. When MLB agreed microphone, lacks public relations take him back. Nor is it clear what A- to waive its rules and do just that, instincts, and is generally perceived — Rod, having been racked by injuries, Tacopina called it a “publicity stunt” probably through no fault of his own — will have left as a ballplayer. Nor is it and a “trap.” as detached and supercilious. certain that if and when A-Rod returns, In hoisting the loudmouth attorney on In other words, he is a perfect candi- whether baseball fans — a good portion his own petard, MLB correctly per- date for public relations guidance. of whom never liked Rodriguez anyway ceived that Tacopina’s high wire pub- In the steroids case, Rodriguez was so and now abhor him — will accept him. licity act had won few A-Rod sympa- guilty that his only chance to redeem One thing, however, in the sad story of thizers. Finally, too late really to do any semblance of sympathy was not Rodriguez is clear: By choosing to take much to restore goodwill, A-Rod him- only to admit his transgressions but to guidance from a publicity-hungry attor- self announced that Tacopina would no ask for understanding and even forgive- ney rather than seeking out sound public longer make public statements in his ness. relations advice, Rodriguez has ruined behalf. False humility, of course, rarely his reputation, his legacy and most like- Sound public relations advice at the works. But most who know him say ly, the remainder of his life. start would have insisted to Rodriguez that Alex Rodriguez truly loves to play For public relations professionals, the that he, personally — like Kobe Bryant baseball and respects the game. If any- Rodriguez saga offers a compelling or Tiger Woods or Michael Vick before one could be “coached” to present a example of how straight forward, reali- him — handle the public defense and fuller, more truthful, more sympathetic ty-based, common-sensical public leave his advisors out of it. portrait of himself, it was A-Rod. relations advice is often more valuable • Sound PR would have acknowl- Regrettably, Rodriguez never got the than legal counsel — especially for high edged his transgressions. sound public relations advice that his profile clients. The overriding axiom in public rela- situation required. His lawyers and his Here’s what public relations advice tions is that “you can’t pour perfume on public relations counselors decisively might have done for Rodriguez that a skunk.” If you’re guilty, then the best let him down. legal counsel failed so miserably to do. public relations in the world won’t be And today, despite his youth and abil- • Sound PR would have deempha- able to convince people that you’re not. ity and great wealth, Alex Rodriguez sized the advisors. If Alex Rodriguez took steroids — remains a sad and defeated figure, vic- Rodriguez was despised enough; he which, in light of last month’s capitula- timized by, as much as anything else, didn’t need consultants who were tion, undoubtedly he did — then no bad advice. £

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Financial Management Buy-sell agreement can help save your PR agency By Richard Goldstein proceeds (assuming life insurance is the remaining shareholders do not receive the funding method) won’t be taxable and the benefit of a step-up in basis when the com- surviving owners will be provided with a pany purchased the deceased shareholder’s here are many reasons why a PR tax basis equal to the purchase price for interest. Rather, they retain their original agency or any other business should the new shares. basis in the company. Tcreate a buy-sell agreement. After all, On the downside, because each share- So, compared with a cross-purchase you never know what may happen down holder must own an insurance policy on agreement, the redemption can create the road. Your agency each other shareholder’s life, the number greater potential capital gains if the might go through a of policies can quickly become unwieldy. agency is subsequently sold. It also can change in ownership. (This can be alleviated by forming a part- create unexpected alternative minimum Partners may choose nership to own the policies.) Additionally, tax (AMT) bite for a C corporation in the to leave the agency, age or insurability can create a disparity in year life insurance proceeds are received. die or become dis- premiums, with younger or healthier own- On the positive side, by following a abled. Such occur- ers incurring higher premiums to cover stock redemption, the corporate assets rences illustrate the older or less-healthy owners. should be relatively unchanged. The insur- need to have an iron The other option is a redemption agree- ance proceeds will be used to buy the Richard Goldstein clad agreement to ment, under which a withdrawing owner’s deceased’s interest, but each owner will is a partner at ensure all principles shares are redeemed by the business itself. have acquired a greater ownership per- Buchbinder Tunick & are protected. If the agreement is funded with life insur- centage. Company LLP, New Preventing conflict ance and there are many shareholders, a Involving a pro is key York, Certified Public Accountants. If you or one of stock redemption agreement is easier to A buy-sell agreement can preserve or your fellow owners administer than a cross-purchase because transition the management and control of a leaves the company, only one policy on each shareholder’s life company in terms of change. It can also the departing owner’s business interests is required. The company can also absorb offset conflicts among owners and family will probably need to be transferred. This premium differences associated with age members. But creating the agreement is where a buy-sell agreement comes into on health disparities among shareholders. should be left to the pros. It is key to have play. It is a formal contract that estimates One reason some business owners decide your CPA and attorney work with you on your agency’s value (or defines the valua- against a redemption agreement is that the your options. £ tion method to use) and outlines when and to whom the interests can be sold. First and foremost, with a buy-sell agreement in place, you stand a better chance of preventing conflicts with a deceased owner’s family members. You can also preserve (or more smoothly transition) management control while creating a market for the sale of the withdrawing owner’s business interest. Funding Besides stipulating the terms of any ownership change, a buy-sell specifies how the transaction will be funded. Typical options include life insurance, loans, savings plans, installment purchases and sinking funds. Of these choices, life insurance tends to be the most popular. This is because, among other reasons, it both ensures bene- ficiaries receive the agreed-upon price for the business interests in a timely manner and helps prevent a buyout from choking a company’s cash flow. Of course, the full face value of the policy becomes funded only in the event of death. Structure Generally, buy-sell agreements are structured in one of two ways. Under the first option, a cross-purchase agreement, the withdrawing owner sells his or her interest to some or all of the remaining owners. In the case of death, the insurance

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OPINION Opinion Wolff tells Columbia J School to close He also criticized the appointment of meets throughout the year. It functions, for olumbia J School, in the news Bell, a native of the U.K., as professor of PR and communications executives, like because CJR business news editor professional practice and director, Tow the American Legislative Exchange CDean Starkman has authored The Center for Digital Journalism at the School. Council, an organization of 2,000 state leg- Watchdog That Didn’t Bark, was told to She headed digital content for the Guardian islators (almost 100% Republican) and 300 close last year by USA Today media colum- News and Media from 2006-2010 after corporate representatives that crafts bills nist Michael Wolff. being a reporter at the Observer newspaper for state legislatures throughout the nation. Wolff’s advice, in a on media, marketing and technology. It David M. Stone, Executive VP of March 25, 2013 col- became part of Guardian News and Media Columbia for Communications, attended umn, prompted in 1990. She is a 1987 graduate of Christ the 2010 Seminar. newly appointed web Church, Oxford University, with a Master’s General Stanley McChrystal addressed editor Emily Bell to degree in jurisprudence. the 2013 Seminar at Half Moon Bay, Calif. invite Wolff to the Wolff wondered why Columbia went Former Secretary of State Condoleeza Rice campus for a session abroad for this post. was a scheduled speaker but cancelled at April 4, 2013 with J Zingers by Wolff, few by Bell the last minute. Jack O’Dwyer teachers and students. Coverage of what was called a “death PR executives of media that have been Extensive coverage match” by the student posting the segment regular attendees at Seminar include of the “battle” that on tumblr consisted mostly of comments Monie Begley Feurey of Forbes, Judith resulted was provided by a tumblr web by Wolff. Czelusniak of Bloomberg (who has left the posting. He said the J School “hasn’t produced company), and Betty Hudson of National Wolff, noting that news media are and never will produce leaders in the field. Geographic. Richard Tofel, general man- “shrinking at historic rates,” said that There are a scattered few. This school … ager of ProPublica and prevously in PR for Columbia, “raking in $58,008 in yearly was supposed to become the center of the the Wall Street Journal, attended in 2012. tuition and fees from each student and then journalism profession … and it never real- Richard Powell, chief comms. officer for sending them into a world of ever-bleaker ly happened. Most of the journalism busi- Bloomberg, attended the 2012 meeting. prospects, ought, more reasonably and hon- ness does not depend on going to journal- Educational world masks Seminar estly, to just shut its doors.” ism school. A fundamental crisis of identi- Educators present in the past few years He noted, as others have including ty.” include David Demarest of Stanford; Lauren Streib of Forbes, that “ironically or Another quote was: “One of the things Stephen Jolly, director of external affairs, cruelly,” J schools are getting more appli- I’ve heard is that students say they’re not University of Cambridge, U.K.; Thomas cants just because they can’t find jobs. there to make money. I’d stop there. Mattia, Yale University; Deborah Bohren, Called J School “intellectual failure” Money is one of the most important things PR for the NYU Langone Medical Center; Wolff’s column called the Columbia J that will happen in your career. You are David Lampe, University of Michigan; School an “intellectual failure” because here to make money. If you don’t make Christine Heenan, VP, PA and communica- “the information marketplace is going money, you will be unhappy.” tions, Harvard, and Denise Hill, School of through a historic transformation, involving He told the J school leaders: “If there J and Mass Comms, University of N.C. at form, distribution, business basis and cog- isn’t a guarantee that they will get jobs then Chapel Hill. nitive effect, and yet Columbia has just you shouldn’t take money from these stu- Peter Sussman, a founder of the ethics hired a practitioner to lead it with little or no dents...you can go into this profession committee of the Society of Professional career experience in any of these epochal without a graduate degree. There is no evi- Journalists, has blasted attendance at changes.” dence that this will help you in this profes- Seminar by executives and editorial Wolff referred to Steve Coll, a staff writer sion … and I find that slightly troubling.” staffers of more than 25 major media over at the New Yorker who was named dean last Bell at one point attacked Wolff’s “mar- the years including The New York Times, year. Coll has authored seven books of non- ket centric view” on journalism — calling Bloomberg, Washington Post, and fiction and won two Pulitzer Prizes. He was it his measurement of success for the Financial Times. None of the media has a reporter, foreign correspondent, and sen- school. At another point she called Wolff a ever mentioned the existence of Seminar. ior editor at the Washington Post from “narcissistic exhibitionist.” She offered Journalism as well as PR students are 1985-2005. Wolff a cup of tea at another point. being short-changed by the conspiracy of The Wolff column said J school tends to Michael Lewis, author of Liar’s Poker silence that surrounds powerful PR semi- teach “many less economically valuable and other books, wrote a cover story for the nar. Corporate PR policies are remarkably skills: methodological reporting, sourcing New Republic in 1993 that had the title, “J- similar among the blue chips and PRS is no protocols, research procedures, and a School Ate My Brain.” He had spent a day doubt one of the reasons. grounding in ethical and civic responsibili- at the School and told one of the classes CJR and NYT have also ignored The ty. The ideal goal continues to be to get you that he thought the School was “B.S.” Tylenol Mafia, a 489-page book by former a job on the New York Times or Educators skip PR Seminar Johnson & Johnson employee Scott Bartz the Washington Post two organizations try- CJR has never mentioned the existence that claims there is copious evidence that ing to fire more people than they hire.” of PR Seminar, the private, off-the-record poisons were introduced in bottles of Extra Wolff, during the April 4 session, said the group of nearly 200 blue chip corporate PR Strength Tylenol capsules in 1982 and J School should have promoted dean of executives and major PR firms that has a 1986 while the bottles were still in the J&J academic affairs Bill Grueskin to dean major four-day meeting at a prime resort supply chain. Wikipedia has recognized the instead of going outside. each year and whose executive committee claims in the book. £

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Book Review Book chronicles Roger Ailes’ noise machine The Loudest Voice In the Room: How the Once Nixon took office, Ailes was hired of Fox News Channel, he describes Ailes in as an outside consultant at a rate of $100 a way that vacillates between megalomania Brilliant, Bombastic Roger Ailes Built Fox per day ($600 in today’s dollars). Ailes and paranoia. It is also at this time that the News — and Divided a Country wrote a detailed memo on the uses of tele- book ceases to be an Ailes biography and vision for the new administration. He made becomes a gossipy look at the inside of Fox By Gabriel Sherman numerous proposals, including having News. Sherman re-hashes such episodes as Random House (Jan. 2014) • 560 pages Nixon emulate Franklin Roosevelt’s fire- costly lawsuits involving Bill O’Reilly and side chats. He also suggested making pub- Judith Regan, as well as the icy relationship lic policy speeches and vowing to end pol- between Sean Hannity and Alan Colmes. n Superbowl Sunday, President lution by 1980, just as John F. Sherman interviewed more than Obama granted an interview to Fox Kennedy vowed to put a man six hundred people for this book. ONews Channel’s Bill O’Reilly. True on the moon before the end of Ailes himself and many other Fox to form, O’Reilly pressed the president for the 1960’s. Nixon, Ailes rea- employees declined to be inter- answers on the attack on the U.S. embassy soned, would not be in office, viewed. After reading The Loudest in Benghazi, the botched rollout of the but could claim credit when it Voice in the Room, they will be HealthCare.gov website and the IRS’s tar- happened. relieved they did not participate. geting of conservative organizations. It was during this time, The biggest failing of this book is In the ten-minute exchange, the President Sherman writes, that Ailes that it does not prove the second said little that was new, yet O’Reilly developed a knack for self-pro- part of its subtitle, how Ailes sup- pressed the president for answers on these motion as he was featured as a posedly “divided the country.” The controversies that will likely be center- central character in journalist country had been divided for pieces of the 2014 elections. The president Joe McGinnis’ seminal book, The Selling of decades. Ailes successfully tapped into that characterized the interview as “unfair.” the President 1968. After leaving “The and made Fox News Channel the most The interview represents the style of Fox Mike Douglas Show,” Ailes had several watched and most profitable cable network. News since it first went on the air in 1996. different careers including political media Sherman would have done better to focus The unflinching posture of the network can consultant and producer of the critically and on the secrets of Ailes’ success rather than be traced to its CEO Roger Ailes. commercially successful off-Broadway trafficking in previously reported gossip. £ New York magazine reporter Gabriel play, “Hot l Baltimore.” Sherman’s widely discussed new book, The Once Sherman delves into the founding — Kevin McVicker Loudest Voice in the Room: How the Brilliant, Bombastic Roger Ailes built Fox News and Divided a Country, offers a behind-the-scenes look at the life and career of one of the most influential news executives in history. Born and raised in working class Warren, Ohio, Ailes had a less-than-perfect childhood. He was diagnosed with hemophilia in an era when such children often did not live past the age of twelve. Ailes’ father worked for the Packard Electric Company, a division of General Motors. He was good at his job, but did not receive the respect of the company’s col- lege educated executives. The young Roger refused to accept a similar fate and enrolled in Ohio University in Athens, Ohio. After graduation, Ailes found himself working for “The Mike Douglas Show,” a daily variety show based in Cleveland, and later, Philadelphia. Sherman attributes “The Mike Douglas Show” with making Ailes a master television producer. He did every- thing from wrangling high-profile guests to understanding what would get an audience reaction. During his tenure, he met Richard Nixon, who was preparing for a run for the 1968 Republican nomination. In Ailes’ view, Nixon did not fully appreciate the influence television was having on national politics.

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WASHINGTON REPORT Senate confirms former Time editor as US PR Czar

he U.S. Senate, 90-8, in February confirmed former Time Managing Editor Richard Stengel as Under TSecretary of State for Public Diplomacy and Public Affairs, the country’s top foreign propaganda slot. President Barack Obama nominated Stengel in September for the post, following the exit of Tara Sonenshine, a former ABC News producer and State Department PR hand. Stengel told the Senate Foreign Relations Committee in November that his job at Time was “to help explain America to the world — and the world to America.” He said America’s “unalienable rights” aren’t just to be Stengel in Washington in 2012 with about 10 staffers. cherished: “We must promote them. The combined firm will have 55 staffers and revenue around That’s where public diplomacy comes $15 million. £ in.” Stengel, in his senate testimony, outlined challenges to counter “attacks and misstatements about America and Corporate surveillance American foreign policy,” amplified by social media. “Even though it is easier than anytime in human history to find infor- watchdog taps Monuments mation to rebut lies, less of that seems to be happening,” he said. “But we cannot resign ourselves to this; we need to fight onument Policy Group is working for a coalition of it. That is public diplomacy in the 21st century.” Internet companies that pushes for “sensible limita- Stengel, who held the top Time post from 2006-13, previ- Mtions” on Uncle Sam’s ability to compel service ously led the National Constitution Center in Philadelphia and providers to fork over user data. helped Nelson Mandela pen his autobiography, “Long Walk to The Reform Government Surveillance group wants guide- Freedom.” He was also a speechwriter and top advisor to Bill lines that will respect the privacy rights of their customers. Bradley’s 2000 presidential bid. The Washington-based organization acknowledges the need The State Department’s public diplomacy operation handles for governments to “take action to protect citizens’ safety and communications with international audiences, cultural pro- security.” At the same time, RGS wants “government law gramming, academic exchanges and other outreach beyond enforcement and intelligence efforts” to be “rule-bound, nar- U.S. borders. Stengel’s purview includes PA and strategic rowly tailored, transparent and subject to oversight.” counterterrorism communications. £ Google, AOL, Microsoft, Facebook, Twitter, LinkedIn and Yahoo are members of the coalition, which believes the free flow of information is essential to robust growth in the world’s Rasky Baerlein merges with economy. £ Prism in D.C. Ex-Congressman scans sky oston’s Rasky Baerlein Strategic Communications is set to acquire Washington-based Prism Public Affairs for Amazon Bin the capital, adding 16 staffers to Rasky’s D.C. out- post. ormer Congressman Norm Dicks is representing Amazon During a transition period, the combined firm will operate on issues surrounding the federal government’s use of as Rasky Baerlein|Prism before ultimately taking on the Fcloud computing. Rasky name. Jeff Bezos’ company is the leader with Google in offering Ten-year-old Prism has worked with clients like the scalable pay-as-you-go computer capacity in the cloud. American Palm Oil Council, Freddie Mac, the Coalition to IBM is making inroads in the cloud computing space via its Save Our GPS, Find Me 911, and the digital royalties group Feb. 24 announcement of the acquisition of Boston’s Cloudant. SoundExchange. Dicks retired last year as Dean of Washington’s Congressional Powell Tate alums Amanda Deaver and Dale Leibach are legislation. The Democrat held key posts on the House founding partners. Media relations, litigation and crisis com- Appropriations and Intelligence Committees. munications, corporate positioning and Congressional hear- He is a Senior Policy Advisor at Van Ness Feldman, where ing counsel are among its services. he’s joined on the account of Seattle-based Amazon with Ben “Dale and I have been friends for many years. While this is McMakin, one-time Legislative Director for Sen. Patty Murray, not the first time we have talked about getting together, it is a Democrat who represents the Evergreen State. definitely the right time,” said CEO Larry Rasky. Amazon spent $3.4 million in federal lobbying outlays last Rasky Baerlein did more than $2.6 million in PR business year. £

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International PR News

Qorvis cops big China PR first-tier publications as directed” are also on the to-do list. The Qorvis China team consists of Matt Lauer, Mark Duffy, contract Stefan Nagey and Grace Fenstermaker. £

orvis MSL has signed a 26-month contract worth $650,000-plus in fees to represent the People’s H&K promotes Thailand’s QRepublic of China. human rights push The all-encompassing contract calls for its four-member team to provide communications services “including, but not limited to, PR, media training, survey & polling, advertising, social media olland & Knight signed on for an eight-month campaign to communications strategy & implementation, crisis planning, promote Thailand’s efforts to combat human trafficking and event planning & management, and reputation and search man- Hthe use of child and forced labor. agement.” It works on behalf of the office of commercial affairs at The PR push for China’s D.C. embassy kicked off Dec. 24 Thailand’s embassy in Washington. The agreement, which went and runs through Feb. 13, 2015. Monthly retainer is $25,200. into effect on Jan. 27, is worth $408,000. The contract gives a breakdown of Qorvis’ “scope of work.” H&K’s government relations’ push focuses on the White House, Those deliverables include “real-time monitoring of Twitter, Congress and the Depts. of Defense, State and Labor. Facebook, forums, blogs and other social media in the English The agreement “may include relevant outreach to news outlets, language, along with “content capsule creation” for embassy academia and other individuals in the U.S.” social media outreach programs. H&K’s mission is to “convey an accurate and complete The firm will provide strategic counsel to help frame picture” of Thailand’s track record in the human rights arena. Chinese “public policy decisions for an American audience.” Rich Gold, practice group leader of H&K’s public policy/ On the crisis management front, Qorvis commits to creating regulations unit, signed the Thailand contract. a “war room to deal with challenges in times of crises.” It cov- He’s served as aide to former Texas Senator Lloyd Bentsen and ers issues related to “economic, trade, political and military ex-EPA administrator Carol Browner. crises from the media perspective.” On Jan. 21, Thailand declared a two-month state of “Proactive reporter engagement strategies about upcoming emergency for Bangkok and neighboring provinces due to anti- stories” and “specific responses to negative/untrue articles in government protests. £ FARA News ¸ NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

BLJ Worldwide LTD, New York, NY, registered February 6, 2014 for Emirates Center for Strategic Studies & Research, Abu Dhabi, UAE, to support Adam Friedman Associates LLC in conducting global activities deemed important to the Emirates Center for Strategic Studies & Research, which may include strategic advice, research, media outreach, events and other services as needed.

Spring O'Brien & Company, Inc., New York, NY, registered January 31, 2014 for China National Tourist Office, New York, NY, to develop a new branding for the China National Tourist Office, in the United States. A trade advertising campaign was run from September to December in Travel Weekly and Travel Agent. A 30 second commercial was developed to be used on billboards in Times Square.

JWI, LLC, Washington, D.C., registered January 31, 2014 for Government of the Republic of Senegal, Washington, D.C., to assist in arranging a luncheon and related events in support of a visit by the Minister of Finance to Washington, D.C. in February 2014. 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.

Baker Donelson Bearman Caldwell & Berkowitz, Washington, D.C., registered February 21, 2014 for Friends of the Global Fight, Washington, D.C., regarding global health issues, specifically US support for HIV, AIDS, TB and Malaria.

HillStaffer, LLC, Washington, D.C., registered February 21, 2014 for American University of Afghanistan, Kabul, for issues regarding higher education efforts and women's issues/rights in Afghanistan.

Just Consulting, LLC, Alexandria, VA, registered February 19, 2014 for Human Rights and Development in Bangladesh, New York, NY, regarding educating the US government and the American public on the current state of human rights, democracy, and development in Bangladesh as well as the need for all legitimate political parties to be recognized and included in the Bangladesh political system.

K&L GATES LLP, Washington, D.C., registered February 20, 2014 for Partners HealthCare, Boston, MA, regarding sustainable growth rate reform; funding for federally supported research; and implementation of the Affordable Care Act, specifically proposals affecting Medicare and Medicaid funding and proposed changes to Medicare hospital reimbursement policies.

MARCH 2014 3 WWW.ODWYERPR.COM 37 Marchmagazine_Layout 1 2/28/14 3:58 PM Page 38

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Monument Optimization, Washington, Your Presentation & DC. 202/904-5763. john@monument Media Training Solution At Point, Inc., P.O. Box 361, Roseland, NJ optimization.com; www.monument Impact Communications, 11 Bristol Place, optimization.com. John Stewart, President. 07068. 973/324-0866; fax: 973/324-0778. Wilton, CT 06897-1524. (203) 529-3047; [email protected]; www.atpoint.com. cell: (917) 208-0720; fax: (203) 529-3048; While we specialize in search engine Mick Gyure. marketing, we are more than just an [email protected]. Jon Rosen, President. At Point provides the services of SEO firm. We blend a variety of mar- BE PREPARED! Impact Commun- keting tactics to maximize the effective- ications trains your spokespeople to developing websites and managing the ness and return on investment of successfully communicate critical Internet operations of businesses, both search engine campaigns. messages to your targeted audi- small and large, that do not have the We excel in non-traditional search ences during print, television, and experience or the resources in-house marketing environments where the radio news interviews. Your cus- to perform these functions. next steps are rarely obvious and there tomized workshops are issue-driven Clients receive personalized and are not any existing models to copy or and role-play based. Videotaping/ high quality customer service, solu- fall back on. critiquing. Groups/privately. Face- tions that fit their budgets, and the Since every client’s situation is to-face/telephone interviews/news assurance of At Point’s reliability. unique, we focus to understand their conferences. Private label seminars specific needs and create customized for public relations agencies. solutions that accomplish their goals Make your next news interview online. your best by calling Jon Rosen, Impact Communications. Over 30 years of news media/training expertise. PR JOBS - http://jobs.odwyerpr.com

Director of Communications New York or London

Responsible for strategically positioning the C40 as one of the most impactful global climate organizations and raising the profile of our member cities in this regard. The Communications team fosters knowledge sharing with external and internal audiences, and collaborates with C40 member cities, partners and other stakeholders to raise visibility and communicate major milestones and successes.

Responsibilities: •Manages a dynamic international communications team (Internal Communications, Media Relations, Editorial and Content, and Agency Resource). •Drives the development of overall C40 communications strategy (external and internal; social, digital and web presence) for the organization. •Responsible for managing the overall brand of the organization. •Responsible for driving media relations activity with a specific focus on international reach, working in close collaboration with C40 city press offices

Qualifications: •More than 10 years minimum in corporate, PR agency, city government, or non-profit communications. •City or government experience a plus •Strong writing and editing skills required •Understanding of climate and sustainability issues •Some marketing and or/brand experience

[email protected]

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