Special Section of Advertising Age

Survey results Senior marketers are sharply divided about the role of PR in the overall mix By Paul Holmes hile all indications are that pub- lic relations will have a more sig- PR effectiveness and functionality Wnificant strategic role in the future, currently America’s senior mar- In which roles do you consider Is PR at your company used primarily as a keters are sharply divided about the role of PR in the mix, public relations effective? tactical discipline, supporting management according to an e-mail survey con- decisions, or primarily a strategic function, ducted by Advertising Age’s Custom Raising awareness 83% contributing to the way those management Programs Division and the Council of decisions are made? Public Relations Firms. 35% When marketers were asked in what 35 roles they considered public relations Providing credibility 67% effective, the discipline scored high marks on raising awareness (83%), 30 providing credibility (67%), reaching influencers (63%) and educating con- Reaching influencers 63% sumers (61%). Only 22% thought PR 25 24% could help drive sales and just 28% said PR was effective at prompting trial. Asked whether they saw public rela- 20 tions as primarily a strategic or a tacti- Educating consumers 61% 17% cal discipline, 30% said they saw PR as primarily tactical, while 35% said they saw it as primarily strategic, with the 15 13% Prompting trial 28% remainder somewhere in the middle. 11% On a scale of 1 to 5, with 1 indicating primarily tactical and 5 indicating pri- 10 marily strategic, PR earned an average of 3.11 from respondents. Persuading skeptics 22% Only 35% of respondents said they 5 had a separate budget for measuring the impact of public relations. “Understanding the strategic value of Driving sales 22% 0 Primarily Primarily public relations is growing with experi- tactical strategic ence,” says Kathy Cripps, president of the Council of Public Relations Firms. “It’s gratifying to see results like these stakeholders (employees, shareholders, reputation management (57%). and 3.14 on strategy. from senior marketers,” according to customers, etc.). About 21% felt public “As the survey shows, PR drives PR firms should be optimistic about Harris Diamond, chairman of the relations should be responsible for awareness and credibility, which is why the future, however. Asked about how Council of Public Relations Firms and managing relations between the com- it’s invaluable in product launches and the contribution of public relations might chief executive of Weber Shandwick. pany and its consumers, and 31% felt brand building,” says Ms. Cripps. “The change, marketers indicated two areas of “Clearly they understand the power of the role of PR should be restricted to CMOs we met with recently (see story primary interest: increasingly targeted public relations.” managing relations between the com- on p. C4) felt offensive and defensive communications and the online world. Respondents were asked at what pany and the media. PR were equally important.” CONTINUED ON C2 point they brought in PR people during “These responses are extremely posi- Asked about specific ways in which the development of marketing plans. tive. Savvy marketers appreciate the PR firms contribute toward marketing About a third (35%) said they brought value of bringing the PR team into the programs, 67% cited media contacts; Inside: in their PR team at the very beginning process early and with responsibility for 48% cited creative ideas; 45% cited of the project, and another 25% said multiple stakeholders,” Ms. Cripps “arms-and-legs support” and strategic • Marketers share they brought in PR people while strat- says. “Media relations is like the quar- thinking; and just 29% cited industry/ their views of public egy was being developed. But 28% terback: every football team needs a competitor insight. only consulted their PR people after good one but he’s not the only player.” The survey respondents were more relations strategy was developed or while tactical When asked about the roles in which satisfied with the tactical than with the execution was being considered, and public relations could be effective, mar- strategic contribution of their PR firm. • Case studies of 6% said they did not see a role for PR keters generally saw PR’s value in sup- Just a third (34%) reported they were successful until the very end of the project. porting marketing (76%) and in support- either very or extremely satisfied with Asked about their view of public rela- ing product launches (72%). They also the strategic contribution of their firm, campaigns tions, 38% of respondents indicated an recognized that PR could help support while 44% were either very or ex- understanding of a broad role for pub- the corporate brand (65%), but fewer tremely satisfied with the tactical con- • Council of PR Firms lic relations: managing the relationship were impressed with PR’s contribution to tribution of their firm. On a scale of 1 Member Roster between a company and all its various crisis management (59%) and corporate to 5, they rated firms 3.42 on tactics

Jan. 24, 2005 C1 Public Relations Special Advertising Section of Advertising Age

CONTINUED FROM C1 “Public relations is becoming a valu- able part of doing business in a digital world,” said one respondent. “Since it’s Some guidelines on selecting easier and faster today to disseminate information, through e-mail marketing, and online chat, a competent and a public relations agency effective PR agency or department is vital to managing all the publicity directed at here are more than 2,000 public what awards they have won. Ms. Cripps: The agency owns the or about any company, large or small.” relations firms in the U.S. ideas. The client may occasionally Said another, “PR will assume TChoosing the right one for your Mr. Holmes: What’s the ideal size for make a payment that covers some of responsibility for all Internet-based company or your KATHY CRIPPS a short list? the agency expenses involved in pitch- communications. Big media will become brand can be a lo- ing the business, but that does not less critical as the target for PR initia- gistical nightmare. Ms. Cripps: I think six to eight firms entitle it to use the agency’s intellec- tives as micro media proliferate.” Viral The Council of should be the maximum. Clients can tual property without a formal agree- marketing was cited as another area of Public Relations use a resource like Find-a-Firm to nar- ment or further payment. opportunity for public relations people. Firms provides sev- row their search and can do addi- According to one respondent, PR is eral resources to tional research at the Web sites of Mr. Holmes: Does the client have a becoming “more important due to the maximize the effec- individual agencies. It’s in the client’s reasonable expectation that the peo- tiveness of the interest to make the short list as short ple involved in the pitch will work on How PR contributes agency search process, many of which as possible, because it takes a lot of his or her business? are available at its Web site time to properly review firms and In which areas does your PR firm (www.prfirms.org). Here, Council choose the right partner. Ms. Cripps: Clients have a right to contribute to your marketing program? President Kathy Cripps talks to writer expect that the team that is going to Paul Holmes about some important Mr. Holmes: Once the client has a be running the business on a day-to- principles of a successful search. short list, what kind of information day basis is in the room during the Media contacts 67% should he or she be looking for from presentation. Paul Holmes: What’s the first thing a each agency? Should agencies be client needs to do when beginning the expected to present specific creative Mr. Holmes: Do you have any spe- Creative ideas 48% search for a public relations firm? ideas, or just credentials? cific advice for procurement people involved in PR agency searches? Kathy Cripps: The first thing is that Ms. Cripps: One of the most Strategic thinking 45% clients need to be absolutely clear on thoughtful approaches I have seen is Ms. Cripps: Most of our members their own objectives and on the budget to ask for credentials as well as the have experience dealing with procure- Arms and legs they are prepared to allocate for answers to some strategic questions ment and welcome the involvement of support 45% achieving those objectives. They need procurement people who are knowl- Industry/ to bring their internal team together “. . .clients need to be edgeable about working with profes- competitor insight 29% and decide what they want to accom- sional service firms. plish, and then they need to commit absolutely clear on their We strongly recommend that agen- that to paper so that it’s part of the own objectives and on the cies bring procurement people in and brief they send out to PR firms. The show them how the agency works budget they are prepared fractionalization of markets and whole process should be as clear and and how it measures its success. We media,” while another cited the fear that as transparent as possible. to allocate for achieving also have resources available at our “advertising is becoming less and less those objectives. . . the Web site that includes information effective at reaching mass audiences,” Mr. Holmes: With so many PR firms about working with procurement. creating new opportunities. Others saw out there, how should clients go whole process should be this as a signal for PR and advertising to about developing a short list? as clear and transparent Mr. Holmes: Should clients ask work more closely together: “As media upfront how PR agencies will evalu- fragments and consumers gain more Ms. Cripps: The Council of PR Firms as possible.” ate their success? control of their time and media habits, has developed a Find-a-Firm tool at PR and advertising need to merge or at our Web site that enables clients to Ms. Cripps: Absolutely. Once again, least find common ground.” search by various criteria, including related to [a client’s] business. it’s important for the client to have a Finally, “As many forms of paid location (or multiple locations); indus- They should not ask for specific clear idea at the outset of what the advertising become easier for con- try experience—so, for example, you creative ideas, because even the win- objectives are, but once those objec- sumers to avoid, public relations, pub- can look for a firm with experience in ning ideas tend to get thrown out tives are agreed on, the PR firm licity and product placements will either the entertainment or financial after the pitch. But they can ask ques- should be able to explain how it will become much more important as part service industries, or in any service tions that get at how agencies have demonstrate the success of the pro- of any integrated marketing communi- area, such as crisis management or addressed similar challenges in the gram. Ideally, that means evaluating cations program.” Internet communications. past, or that involve some research by outcomes—changes in attitude or The survey was distributed to the firm into the client’s business. behavior—rather that outputs such as selected Advertising Age subscribers. Of Mr. Holmes: How do you screen That way, clients can get some good press clippings. the more than 130 respondents, 41% firms? insight into how the agency thinks. After talking with clients, agencies described themselves as VP of market- Again, that requires the client to and agency search consultants, the ing, 21% as chief marketing officers Ms. Cripps: We focus our efforts on write a comprehensive brief, to have a Council of PR Firms has published a and 17% as president and/or CEOs. the agency as a business, which means good idea upfront of what the impor- booklet, “Standards for Conducting a The largest group (39%) came from the we look at criteria ranging from how tant issues are. Public Relations Firm Search.” (See consumer goods category, with 22% in they use technology to improve client “Guiding Principles for an Effective the industrial sector, 9% in healthcare relations to whether they have formal Mr. Holmes: Who owns the ideas Search,” available via its Web site at and 8% in technology. I research and evaluation processes, to presented during the pitch process? www.prfirms.org. I

C2 Jan. 24, 2005 advertising direct mail The power to turn a style into a lifestyle. That’s the power of public relations multimedia graphic design the Internet

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Roundtable Discussion Marketers see a greater role for public relations in the marketing mix Photos by William Neumann

Don Apruzzese (left), David Selby and Lisa Cochrane exchange ideas during the roundtable discussion as Council of Public Relations Firms President Kathy Cripps (far right) looks on. he following is a transcript of a roundtable discussion PAUL HOLMES held at the Chrysler Building in New York on Dec. 2. A group of senior marketers was assembled to discuss the Mr. Holmes: I’d like to start by getting JULIE ROBERTSON Topportunities and challenges that exist for PR within an idea of how you work with public the overall marketing mix. Remarks have been edited for relations in your organizations, what length and clarity. The moderator was Paul Holmes, editor of the role of PR is and how it works with “The Holmes Report,” a weekly newsletter for public rela- the marketing department. tions professionals, and producer of an annual report card profiling more than 140 leading PR firms. Ms. Cochrane: We’re totally inte- Participants were: grated. • Don Apruzzese, senior director on Ice/ Disney Live. Her experience of consumer marketing and a mem- includes marketing positions at Mr. Apruzzese: We’re not directly ber of the marketing operations lead- MasterCard International, Burger integrated. We’re very much a ership team at AstraZeneca. He has King and Turner Broadcasting. “matrixed” organization. We deploy held positions with Ford Motor Co., • David Selby, chief marketing people from the marketing department Gillette Co. and MediaOne/Conti- officer and senior VP of Potbelly to brand teams, and my counterpart in “We need to have the best nental Cablevision. Most recently, he Sandwich Works, a privately held PR has a similar model. It’s a very close and brightest thinking was VP-broadband development for Chicago-based restaurant company, relationship. We try to ensure that PR is ShareWave, a startup semiconductor and has responsibility for revenue an integral part of the marketing mix. every day about how to company acquired by Cirrus Logic. generation, marketing, advertising, develop relationships with • Lisa Cochrane, VP-integrated public relations, brand development, Mr. Speros: We have relationship at All- customer insight, intellectual prop- directors who manage specific pro- the communities so they state Corp. She is responsible for erty and customer relationship man- grams and activities and pull people know they can trust us.” consumer communications including agement. from the various disciplines necessary brand standards and guidelines, ad- • Jim Speros, chief marketing to accomplish the objectives of the pro- vertising, direct marketing and inter- officer, U.S., for Ernst & Young, gram. Everyone has an equal voice at Mr. Selby: It’s my experience that they active communications, collateral, where he directs marketing strategy, the table. have to be integrated. They are not two promotions, sponsorships and public advertising, events, customer rela- separate disciplines. In smaller companies relations. She began her career at tionship marketing, thought leader- Mr. Kritzer: Our parent company in it’s easier because you don’t have the Ogilvy & Mather. ship initiatives, brand management Osaka, Japan, handles corporate public matrix you have in larger organizations. • Andrew Kritzer, who heads and market research. relations, and we end up dealing more Sharp Electronics Corp.’s strategic • Chris Tomasso, who currently Mr. Holmes: marketing & communications divi- directs brand strategy for Cracker with product-centric public relations in What’s the most impor- sion, with responsibility for the Barrel Old Country Store, including the United States. tant contribution public relations Sharp brand in the U.S., as well as marketing, advertising, public rela- makes in your organizations, or should advertising, public relations, trade tions, product development and cor- Mr. Tomasso: We have only recently be making? shows and sports marketing. porate communications. Before join- integrated PR and marketing into the • Julie Robertson, senior VP- ing Cracker Barrel, he spent nearly same organization. Until about three Mr. Selby: Credibility. marketing for Feld Entertainment, 10 years with Hard Rock Cafe months ago it was separate, and we which owns Ringling Bros. and International. found we always had to catch people Ms. Cochrane: Authenticity, credibil- Barnum & Bailey Circus and Disney up on what was going on. So we ity. brought it all under one umbrella. CONTINUED ON C6

C4 Jan. 24, 2005 Marketing • Corporate Communications • Brand Stewardship • Employee Engagement Issues Management • Social Marketing • Public Affairs www.golinharris.com Public Relations Special Advertising Section of Advertising Age

CONTINUED FROM C4 without the hard sell. talking about the protection part of hits—and we’ve had our share—you Mr. Speros: Crisis management as brand management, but if you go have to maintain your focus on the well. Mr. Apruzzese: We deal with life-and- across the continuum, we try to man- proactive even as you respond to the cri- death issues, which is different from age, protect, leverage and enhance the sis, because you still have to sell tickets. Mr. Kritzer: In advertising you have dealing with accounting issues. We brand. We have a lot of proactive pub- the ability to control content. In public have to deal with safety issues that can lic relations, for example around new Mr. Speros: The challenge for PR is relations, you don’t necessarily have cost us on a monthly basis hundreds of tax laws. We try to position our senior that it needs to get out beyond the any idea what spin is going to be put on millions of dollars if not handled prop- executives to enhance the firm’s reputa- transactional mode. It’s very easy to put the information you’re providing. erly; so it becomes important from a tion in the area of thought leadership. out the press release on something, but bottom-line perspective and from a what’s the follow-on after that? Great Mr. Holmes: It’s as if there’s a contin- long-term perspective that we have to Mr. Apruzzese: We all responded brands are built over time through sus- uum with control at one end and credi- have public trust, which is probably at with the idea of trust right off the bat, tained activity. Right now, a lot of peo- bility at the other, and you can’t get its lowest point in our history right because trust is the foundation of brand ple are doing “flashbulb marketing”— more credibility without giving up some now. Trust doesn’t exist right now. The equity. If you don’t have trust, you they fire off a flash and there’s no control. But is credibility in one form or perception of the industry is the polar don’t have brand equity. The pharma- follow-through. The challenge for PR— another a major issue for all of you? opposite of the reality of what the ceutical industry ignored building trust and all the disciplines, actually—is to industry does and what people in the with consumers, but that’s something think through the long-term plan. How Mr. Kritzer: In our case, we have industry are dedicated to doing. We that has to be done on a proactive basis. many touch points do I have with the products like liquid crystal television need to understand how that chasm consumer and how do I leverage PR that are out there competing against occurred and we need to do something Ms. Cochrane: A good example of that against all those touch points? plasma, for example, and customers to narrow the perception gap. is our work with people after the hurri- canes in Florida or the California wild- Mr. Selby: I hadn’t heard the “flash- DON APRUZZESE Mr. Speros: And the damage [to repu- fires. Those are PR crisis management bulb” term before, but I agree with it. It tation] ripples through recruitment situations that also created opportunity. seems that so much marketing these activities and other areas as well. We take those opportunities to commu- days is geared to an individual event. nicate what Allstate does to show that That’s important because events create Mr. Tomasso: At any given time we people are in good hands and to make the kind of excitement that will get a could be dealing with mad cow disease them feel protected. third party to write about or endorse or food-borne illnesses. We have to be something. But far too frequently, we properly prepared in terms of policies Mr. Selby: The greatest role for public don’t take a long-term, strategic and procedures ahead of time. relations is a proactive role. Crisis man- approach to PR the way we do to other agement is critical. And too many com- parts of the business. One of the mes- Ms. Robertson: We have critics who sages to the PR industry is to put a dis- LISA COCHRANE “. . . you can’t ignore the spend all of their time and energy going cipline and process in place that can interaction between the after Ringling Brothers and Barnum & think two or three steps ahead of the different [marketing] Bailey Circus, and they are relentless immediate need, to understand how a and very good at what they do. Every brand will be built. elements, because often the day we have to think about what PETA whole is bigger than the [People for the Ethical Treatment of Ms. Cochrane: The challenge I would Animals] might do. They state at their put out to the industry would be to sum of its parts. And often, Web site that my boss and our brand is define ways in which you can measure PR is one of the things that their favorite target. So we need to have the contribution of PR to the marketing the best and brightest thinking every mix. The second thing is that PR is ties together some of the day about how to combat that, and much more than press releases, but too other elements. . . and how to develop relationships with the “You always have to be many PR agencies are not looking at the communities so they know they can prepared to be defensive. full picture. And third, PR agencies allows interactions to work trust us. need to take a seat at the table with all better.” You need to have some sort the other consultants and all the other Mr. Holmes: Am I hearing that you see of a plan in place. But in strategists. I would say that PR agencies public relations as a defensive disci- terms of building the brand, need to stop feeling like the stepchild. rely on magazines to tell them what’s pline, that its most important role is going on; they’re relying on reviews. protecting the brand? we need proactive public Mr. Holmes: How do you hold your Our goal is to make sure those things relations. It can be the PR people accountable? Is the percep- support our messages. Ms. Cochrane: For us the opposite is tion that PR measures itself less effec- true. You always have to be prepared to foundation for the rest of tively than, say, advertising grounded in Mr. Speros: In our case, it’s restoring be defensive. You need to have some your activities.” reality, or has the ad industry just done trust in the profession of accounting sort of a plan in place. But in terms of a better job of selling its measurement after all the accounting scandals. Public building the brand, we need proactive standards? relations is playing a critical role in public relations. It can be the founda- panies are caught up in that. But a more building a dialogue around some im- tion for the rest of your activities. When productive role is proactive, delivering Mr. Speros: Part of the issue is we portant issues. we do a communication plan, whether the credibility that only a third-party have to focus on outcomes, not outputs. it’s for the ongoing building of our endorsement can bring to the table. Traditionally what often happens is Ms. Cochrane: Trust and credibility brand or for a specific product or cam- that we look at PR clips. But what man- are major issues in the insurance indus- paign, public relations is always in the Ms. Robertson: It’s hugely important agers want to know is what’s the return try, too. I think engagement is more mix. Sometimes, public relations can be for us. We’re a local business, so when on investment. It’s not about how many important than ever. Engagement is the only element in the mix, depending we go into a town we rely on the enter- clips I got, just as it’s not about how more important than entertainment in on what we want to achieve. tainment writer in the local many ads I bought. It’s not about our communication with customers to help sell more tickets. So our proac- awareness scores that the ads got. It’s because customers want information Mr. Speros: We spend a lot of time tive efforts are critical. When a crisis CONTINUED ON C8

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CONTINUED FROM C6 DAVID SELBY that ties together some of those other half.” That’s no longer acceptable, and about the entirety of the marketing mix elements, that fills in the gaps and it’s no longer acceptable for PR. And and whether it’s driving sales. And allows the interactions to work better. that’s the only way PR is going to be unfortunately, whether it’s public rela- able to justify larger investments. tions or advertising, the state of the art Mr. Speros: The endgame is around is just not there yet. attitudes and perceptions. I can’t always Ms. Cochrane: In the case of the say what the contribution of PR was to California wildfire, we used a lot of PR Mr. Kritzer: When marketing people driving an attitude or perception, but I to get the word out about what we were understand the value of PR is when they can say it’s had an impact if I look at doing. But we also used a lot of public pick up a newspaper and don’t see their the output measures around quality of service announcements, and I believe company covered in an article. That’s articles and at the outcomes. Public that because of the PR, we got more when my phone starts ringing off the relations is just one voice, and it’s very pickup for the PSAs. When we did track- hook and my director of public rela- difficult to “disaggregate” the effect of ing we saw huge shifts in attitudes and tions’ phone starts ringing off the hook. PR. We focus less on each individual sales comparison to our competitors. “The greatest role for public piece and more on the overall impact of Ms. Cochrane: As hard as it is to mea- relations is a proactive an integrated campaign. Mr. Holmes: Is it attitudes and percep- sure the positive contribution of public role. . . delivering the tions, or is it behaviors? relations, how do you measure what Mr. Apruzzese: When you say you they helped not happen? What would credibility that only a third- can’t disaggregate the impact of differ- Ms. Cochrane: It’s both. You can look have happened if we hadn’t responded party endorsement can ent disciplines, you’re right in that there in our case at changes in attitudes and to that crisis in an appropriate way? are degrees of precision. But there are perceptions and relate that to the num- That can be very difficult to measure, bring to the table.” models—if you’re blessed or cursed ber of inquiries and to sales. and so when it comes to budget time with a company that’s heavily into ana- that can be the first thing cut. lytics—that use mathematical models to Mr. Tomasso: We closely monitor the ignore the interaction between the dif- measure the impact of individual ele- relationship of awareness to trial and Mr. Apruzzese: At the end of the day, ferent elements, because often the ments, and PR is no different. People trial to usage. We know we have a tight you’re trying to figure out the best place whole is bigger than the sum of its used to say, “I know half my advertis- correlation from awareness to trial and for your next investment. But you can’t parts. And often PR is one of the things ing is effective, I just don’t know which we can turn trial into usage so, if you

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C8 Jan. 24, 2005 Public Relations Special Advertising Section of Advertising Age

look at awareness, obviously that has that. There were two studies that came CHRIS TOMASSO care about. We’re not in a feel-good an impact. out at the ANA [Association of business. PR agencies are not in a feel- National Advertisers] conference. One good business. We are in the business of Mr. Holmes: Is monitoring the ROI on showed that the language CMOs use— building our brands. We and our part- PR the company’s job rather than the awareness and attitude—is completely ners at our agencies have to be in touch agency’s job? disconnected from what CEOs are with what is working and what is not. looking for. An idea can be right but for a variety of Mr. Apruzzese: It’s not the ad The other study showed the average reasons it didn’t work. It didn’t drive agency’s responsibility to measure the tenure of a CMO is 22.9 months. What sales. ROI of advertising, and it’s not the PR we’re all held to [is] driving short-term agency’s job to measure the ROI of PR. results. We’re measured quarter by Mr. Apruzzese: It’s in the PR disci- Plus, I’d rather not have the fox guard- quarter. pline’s best interest to be part of these ing the henhouse. It’s our responsibility metrics we’re talking about, because with any of our vendors to determine Ms. Cochrane: I worry that can scare that’s the only way they’re going to get their effectiveness. away big ideas and risk-taking. a greater investment in PR. If PR people “[PR People] need to have a proactively measure and show the Ms. Cochrane: I would agree with that, Ms. Robertson: It’s amazing what bottom-line focus and speak impact of what they do, they’ll get a but I would suggest that the PR agency consumers will connect with. We battle the same language as. . . bigger piece of the marketing mix. ask for a seat at the table and get involved, cynicism and skepticism every day. It’s and that’s not traditionally been some- so hard to get through to your target management. You’re Mr. Kritzer: About three or four years thing they are comfortable with. audience and to connect with people, starting to see that more ago when we first introduced LCDs and sometimes it’s the strangest ideas [liquid crystal displays] into the market- Mr. Apruzzese: They should definitely that take on a life of their own. And it’s and more.” place, we weren’t supporting them with be involved so they understand the a risky idea that becomes the ad cam- advertising, but we had coverage in The process and learn from it. paign everybody is talking about New York Times and The Wall Street around the water cooler. ing is: Did I generate incremental sales Journal, and all of a sudden we had Mr. Speros: We need help also in sell- for my business? Too often we hide inquiries coming in. ing up the line, and they can help with Mr. Selby: The bottom line in market- behind measures our CEOs don’t really CONTINUED ON C10

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Jan. 24, 2005 C9 Public Relations Special Advertising Section of Advertising Age

CONTINUED FROM C9 expect from the company. One negative Mr. Holmes: Credibility has been one Ms. Robertson: That’s one area where Mr. Holmes: There’s been a lot written impact can change their perception. of the themes of this discussion. We’ve public relations can play a role. over the past few years about the You have to exceed expectations at all seen the studies showing that tradi- increased skepticism of today’s con- every touch point. tional media, including some of the Mr. Holmes: Finally, what can PR peo- sumers and their immunity to tradi- people PR has turned to for third-party ple do to make themselves more valu- tional marketing, and about the frag- Mr. Speros: A brand is a trust mark. endorsements, are not as credible as able to you and to earn for themselves a mentation of media, both of which Every interaction is an opportunity to they used to be. People are turning to more valuable role in the marketing make it more difficult to get your mes- reinforce that trust. Your values shine friends and family and people they realm? sages out there. I wonder what the through when you have an issue that know personally—online and offline— implications of that are for marketing you have to deal with and how quickly for trusted advice. What role do you see Mr. Tomasso: They need to have a and for the role of PR. you resolve that issue. for PR in building that kind of word-of- bottom-line focus and speak the same mouth endorsement? language as marketers and manage- Mr. Selby: We said at the outset that Mr. Holmes: A lot of companies have ment. You’re starting to see that more. we all worry about trust and credibility historically looked at the brand as all Mr. Speros: One of the stimulants for and authenticity. You raised in your the things they say about themselves, as word-of-mouth is a credible source. Mr. Selby: They have to go from being discussion guide the question of how if advertising defined the brand, but That’s what gives it value. The minute PR people to being business people. you achieve authenticity, and I chuck- what we’re saying is the brand is every- you get into the paid-for word-of- led because the answer is, you achieve thing your customers experience about mouth game it loses its credibility. If Ms. Cochrane: Get involved in more authenticity by being authentic. You the company. Does that mean you as you hire street marketing people to cre- than the media relations area. marketers are being held accountable ate word-of-mouth, it has no credibility ANDREW KRITZER for things that historically you have no any longer. Public relations has to tread Mr. Selby: Proactively bring business- authority over? very carefully in that space because its building ideas to the table. When was stock-in-trade has always been credible the last time we had a big, business- Ms. Cochrane: In our marketing orga- sources. building idea that came from a PR part- nization I have a peer who is responsi- ner that we could take to our CEO? ble for customer experience throughout JIM SPEROS They might have to barge into the room the whole company. to earn that right, but it’s an opportu- nity for them. Ms. Robertson: If marketing people collect the consumer feedback, you Mr. Speros: We don’t spend enough have to bring that information back time as an industry focused on ideas. It into the organization. doesn’t matter where the ideas come “When marketing people from; we have to pull them through understand the value of PR Mr. Selby: As a growing enterprise we every single discipline. is when they pick up a are focused on the customer experience and making sure it’s wonderful. We Ms. Cochrane: I would love to have newspaper and don’t see build our business one sandwich at a my PR agency bring more of those ideas their company covered in an time. We have to stay focused on that forward. business of creating wonderful cus- “Great brands are built over article. That’s when my tomer experiences. Mr. Apruzzese: They have to think time through sustained phone starts ringing off the and act like marketers. They have to be Mr. Holmes: Does that mean employee activity. Right now, a lot of strategic, not tactical. The big idea hook. . .” communications is an important part of people are doing ‘flashbulb comes out of the marketing strategy, so marketing, because if the brand is a they need to be involved in marketing promise, your employees are the ones marketing’—they fire off a strategy. They have to be more disci- achieve the ability to be trusted by delivering on that promise? flash and there’s no follow- plined. If they bring a big idea to us, showing you are trustworthy, by not they have to do the research to demon- putting into the marketplace messages Mr. Selby: Our associates are our through. The challenge for strate it’s going to work. You often that belie what you really are. The brand ambassadors. They must embody PR—and all the disciplines, don’t see that kind of discipline from a understandable skepticism of customers what the brand stands for. PR agency. is driving us to do things differently. actually—is to think through Traditional advertising is not necessar- Ms. Cochrane: Public relations for us the long-term plan.” Mr. Speros: We have to invite them ily the answer to combat skepticism. plays a huge role because we have to into the tent. Many marketers were not You have to look at your product and bring the message out to all our people. educated in PR, so they tend to think at customer experience. Mr. Holmes: I’d argue that paid word- first about advertising or events or Mr. Speros: It’s incumbent on all of us of-mouth is advertising and earned sponsorship. Ms. Cochrane: Our job is to be bone to map out the touch points where we word-of-mouth is just public relations Part of the responsibility is on our honest. reach consumers and then look at the with a different third-party endorse- side. But to sustain the relationship, PR brand promise and ask what role does ment. It’s not the traditional media, but has to move from being transactional so Ms. Robertson: But it has to go public relations play at each of those it’s a credible source. it’s not just about the press release, it’s throughout the company. You can talk touch points. We don’t have a product, about a long-term plan. about authenticity all day, but if other because our people are our product. So Mr. Selby: The best way to generate people aren’t delivering the experience the hiring process is very important, word-of-mouth is to do something Mr. Apruzzese: It’s our responsibility it all falls apart. finding the right people. We have to ask worth talking about. It’s very difficult to bring them to the table. If we want ourselves whether those people repre- to start forcing word-of-mouth. them to be more proactive, we have to Mr. Apruzzese: We all deal with cus- sent the promise of the brand and PR invite so they are part of strategy. tomer expectations, and expectations has a role in attracting and retaining Mr. Apruzzese: The challenge is that change over time; and they are raising people, in helping us gain recognition as negative word-of-mouth travels so much Ms. Cochrane: And if we invite them, the threshold in terms of what they a great company to work for. faster than positive word-of-mouth. they have to make us proud. I

C10 Jan. 24, 2005

Public Relations Special Advertising Section of Advertising Age

Case Studies Programs that demonstrate the value of public relations

By Paul Holmes marketing and advertising is consumer that no longer attention, marketers need to be the consumers they represent, udiences are fragmenting. out of control; and 65% say exist…. Consumers are more more creative than ever. But to they can spot inauthentic mes- Marketing messages are they are constantly bombarded experienced and sophisticated, earn the consumer’s trust requires sages a mile away, and if the Aproliferating. It’s getting with too much marketing and more than creativity: it requires story public relations is telling more and more difficult to cut advertising. 65% [of consumers] authenticity. That’s why public is not credible, it won’t get past through the clutter. New tech- Moreover, 59% feel most relations is poised to become an those gatekeepers to the ulti- nologies enable TV viewers to marketing and advertising has say they are increasingly important element in mate target audience. circumvent advertising. And little relevance to them; 64% are bombarded with too the marketing mix. Says Harris Diamond, chair- when messages do get through, concerned about the practices Authenticity is not, of course, man of the Council of Public today’s consumers are so skep- and motives of marketers and much marketing and the exclusive domain of PR. Relations Firms and chief execu- tical that paid messages about advertisers; 61% feel marketers advertising. The best advertising is—always tive of Weber Shandwick companies and their products and advertisers don’t treat con- has been—authentic, true to the Worldwide, “Increasingly, mar- have little or no credibility. sumers with respect; and 69% —Yankelovich study essence of the brand. But public keters understand that what ap- According to a recent are interested in products and relations is all about authentic- pears in the editorial pages can Yankelovich study, about two- services that would help them with more technology at their ity, because it depends upon deliver something different than thirds of American consumers skip or block marketing. disposal, but they are also dis- third parties to deliver the what appears in paid advertising have a much more negative Yankelovich President J. enchanted with marketing and brand message. Those third space; in many cases it can deliv- opinion of marketing and Walker Smith says today’s sat- increasingly concerned about parties—typically reporters, er information consumers are advertising than a few years uration marketing models pre- intrusions and privacy.” but increasingly other key influ- willing to act on. In the technolo- ago; 61% feel the amount of sume “a marketplace and a To capture the consumer’s encers—are just as skeptical as gy space, for example, a positive Breaking records… drawing over 90,000 visitors and $1 million in museum store sales to the Smithsonian National Museum of the American Indian in one week Changing public opinion… winning support from 74% of Floridians and the Florida Legislature to pass state medical liability reform laws Generating buzz… earning more than 500 million media impressions for the dedication of the Music Center of Los Angeles County’s Walt Disney Conc ert Hall Managing reputation… helping ATA Airlines communicate continuity of service through its reorganization and agreement with Southwest Airlines

To see more of our high-impact work please visit www.hillandknowlton.com/adage

C12 Jan. 24, 2005 Public Relations Special Advertising Section of Advertising Age

and as the event toured 10 cities marketers to try to get every bit ated by the ad agency) and a around the country it generated of value from their dollars. And Web site created by the agency’s 87 million impressions, culmi- for many, that meant a more digital department. The PR team nating in a placement on integrated approach.” wrote copy for on-air talent to “Oprah” for the announcement Meanwhile, CKPR, public promote the program during of the winner. A follow-up con- relations subsidiary of Chicago- Major League Baseball broad- test in 2004—tied to the launch based Cramer Krasselt, has led a casts, and then generated public- of the Venus Divine—generated major integrated marketing pro- ity for the competition, the 136 million impressions and gram for Briggs & Stratton, a announcement of the winners helped Gillette capture the manufacturer of small engines for and dedication events in local majority share of voice against lawn mowers and other outdoor markets around the country. competitors. More important, power equipment. The company Not including the Fox tele- sales were up 7% in the quarter wanted to connect with younger casts, the PR effort generated the campaign ran. consumers: first-time home buy- more than 83 million media “PR was the lead discipline ers, educated do-it-yourself con- impressions and drove a 10%- that helped drive the ‘Legs of a sumers in suburban markets and 20% increase in foot traffic in Goddess’ campaign,” says lawn and garden enthusiasts. local dealerships. Michele Szynal, communica- After the agency established The “Diamonds in the tions director at Gillette, who a strong connection between Rough” campaign is indicative says the program “helped con- the target audience and Little of another strength of public tinue to build the Venus brand.” League baseball, the PR firm relations: the ability to extend a came up with the “Diamonds marketing campaign into local PR, advertising work together in the Rough” campaign, invit- communities, to make products Says Mr. Diamond, “There are ing kids 7 to 12 to submit brief relevant at the grassroots level. more and more examples of PR essays describing the role base- and advertising working to- ball plays in their lives and Grants to fire departments gether than there were a decade explaining why their local base- In 2004, for example, Fireman’s ago. I think part of it is that the ball diamond should receive Fund Insurance Co. launched a two disciplines speak each $5,000 for a makeover. program called “Fireman’s Fund other’s language better than they A fully integrated campaign Heritage” to provide grants to once did, and I think part of it is included a partnership with Fox fire departments around the that the economic downturn of Sports Net affiliates around the country. After devastating fires the past few years encouraged country (with an ad buy negoti- CONTINUED ON C14

Paula Abdul (left) helped launch Gillette’s Venus razor “Legs of a Goddess” contest. review by [Wall Street Journal depth, reach and impact to adver- personal technology columnist] tising and other paid media. Walter Mossberg is more likely “Today’s consumers are too to persuade someone to buy a elusive to reach with any one new product than an ad.” discipline,” says Pamela Tal- Grow Up. Public relations already plays a bot, president of the U.S. oper- vital role in making marketing ations of international PR firm messages more credible. It helps Edelman. “They have to be companies deal with the myriad chased and wooed in a variety issues that can come between a of places and in a variety of There’s a new breed of communications for the real world, brand and its key audiences. It ways. Surrounding them with helps brands connect with con- layered messages delivered where companies face competing demands, too many sumers at the community level. through multiple vehicles pro- And it works as part of integrated vides the surround sound that distractions and tight resources. JMC offers real-world marketing programs to add breaks through a noisy envi- ronment.” communications strategies that can help you When Gillette introduced its new Passion Venus razor in 2003, it worked with PR grow in the right direction. Karen Egolf Jeff Burch agency Porter Novelli to con- Director of Special Advertising Director duct a search for the woman Projects Chiqui Cartagena Up. Robert G. Business with the best legs in America. Goldsborough Development The search got its kick-off at Section Editor Director an event in Miami featuring Allison Price Arden Richard K. Skews General Manager— Editing/Proofreading dancer-choreographer Paula Custom Programs Barry Kafka Abdul and offered prizes & Interactive Art Director including a Cadillac convert- Vanessa Reed Vickie Daniel ible and the chance to star in a Practical Solutions in Unpredictable Times General Manager— Production Manager Sales & Marketing Venus commercial. Earned media coverage for the kick-off included segments 800-459-3003 | www.mallen.com on “Entertainment Tonight” and “E! Entertainment ,” Jan. 24, 2005 C13 Public Relations Special Advertising Section of Advertising Age

Case Studies local media impressions, re- always appropriate to address cussed with the science commu- The PR team met with two CONTINUED FROM C13 search showed a 12% increase these issues through advertis- nity before crossing over into the leading database companies to in San Diego in the fall of 2003, in the likelihood that con- ing, but smart companies con- mainstream media following a request a review of their grape- FFIC, working with PR firm sumers would recommend front them head-on through Mayo Clinic report in 2000. fruit juice warning labels. It also Ketchum, chose to pilot the pro- FFIC to a friend; approval of proactive PR efforts. Florida grapefruit growers were generated a favorable column by gram in San Diego County and the company’s corporate citi- In the late ’80s, for example, already faced with sagging sales syndicated “Dear Pharmacist” earmarked $1 million in grants zenship was up 15%; and there scientists discovered a substance when national headlines began writer Suzy Cohen, and suc- to meet fire department needs. was a 6% improvement in like- warning that grapefruit juice ceeded in halting a Fox News But Fireman’s Fund wanted to lihood to renew. There is a growing mixed with medications could be story that falsely described ensure people recognized this Public relations also can be recognition that dangerous. Much of the publicity grapefruit juice-drug interac- was a genuine companywide uniquely effective in dealing was inaccurate, and in 2001 the tions as deadly, helping to turn commitment, not just a cash do- with issues that can come conversations among Florida Department of Citrus and the tide of negative news and nation, so the program included between a product and its con- consumers—or its PR firm, GolinHarris, set out to alleviate a concern that had im- an event at the San Diego sumers. Marketing is not sim- set the record straight by commu- pacted grapefruit sales. Firehouse Museum, close coor- ply a matter of producing a between consumers nicating with key audiences, in- The healthcare industry is dination between the company good and useful product and and influencers—hold cluding healthcare professionals prone to potentially damaging and spokespeople from the San delivering it to consumers at a and select media. issues. The Food & Drug Admin- a power that Diego Fire Department and the fair price. Clothing manufac- To ensure the credibility of the istration’s approval of Eli Lilly’s Burn Institute and an influencer turers, for example, need to be conventional media campaign, GolinHarris enlisted an Xigris initially looked like a har- outreach campaign. Employees prepared to respond to ques- have forfeited. expert from the Tufts University binger of an exciting era in criti- personally visited each fire sta- tions about labor practices School of Medicine, emphasizing cal care medicine, with Xigris tion that received a grant. overseas. Automakers must that while some prescription med- promising to reduce the risk of Almost one-third of all San address environmental and in grapefruit juice that interfered ications may interact with grape- sepsis, which claims the lives of Diego FFIC employees became safety concerns. Food compa- with certain prescription drugs, fruit juice, most do not, and mak- 200,000 Americans annually. Burn Institute volunteers. nies must consider not only the causing more than the prescribed ing sure people understood there But sales fell short of analysts’ A month after the launch, health and nutrition value of dosage to be absorbed in the was no evidence suggesting inter- expectations, in part because and after the campaign had their products, but also ques- bloodstream. Throughout the action between grapefruit juice physicians were reluctant to use generated almost 4 million tions of animal rights. It’s not ’90s, the phenomenon was dis- and over-the-counter medications. the drug given its cost: $6,800 for

C14 Jan. 24, 2005 Public Relations Special Advertising Section of Advertising Age

a one-time course of therapy, for York’s M Booth & Associates, which hospitals were only par- who goes on to cite three reasons tially reimbursed. why word-of-mouth is hot now. The best public relations people don’t work in PR. The rationing issue was not “Noise,” he says. “There’s too on the media radar and there- much noise. To protect them- fore not well understood by the selves from the overabundance of They’re in banking, teaching, IT, entertainment, and every other field public until New York health- ads, consumers filter out most of you can think of. They’re the influencers, the “prosumers,” the trend care PR firm Belsito & Co. these messages and rely more on starters, who, wittingly or not, are highly effective at forming other helped Lilly create the Values, their social networks for infor- Ethics & Rationing in Critical mation and recommendations. people’s opinions. To the untrained eye, these special individuals look Care task force, bringing Word-of-mouth campaigns show like everyone else. Which is where EURO RSCG MAGNET comes in. We’ve together medical and bioethical promise as a way to cut through made it our life’s work to seek out these influencers and put them to experts to address the issue what Seth Godin [author of the work for our clients. We think: Why spread the word about a brand publicly, supported by an unre- book ‘Purple Cow: Transform stricted grant from the phar- Your Business by Becoming Re- when you can get someone else to do it for you? maceutical company. markable’] calls the ‘televisionin- The task force generated 147 dustrial complex.’ We are bom- pages of coverage in medical barded with so many messages Influence the influencer. and mainstream media, includ- from so many sources that mar- ing a seven-part series in The keters need to find clever ways to Wall Street Journal, which gave cut through the clutter.” the issue credibility paid media Second, Mr. Goldblatt says, there’s increased skepticism. “To protect “Consumers are less likely to believe messages unless they themselves from the are filtered by a credible source overabundance of such as experts, friends or news media.” ads, consumers filter And finally, word-of-mouth out most of these provides connectivity. “Con- messages and rely sumers have found new tools for sharing information, most more on their social notably, the Internet.” networks for This process plays to the strengths of PR people. More information and than any other marketing disci- recommendations.” pline, public relations is about dialogue rather than monologue, —Rich Goldblatt about education rather than M Booth & Associates hype, about third-party endorse- ment rather than self-promotion, about credibility rather than FORA could not achieve. Through the control. first quarter of 2004, sales of Says Marylee Sachs, presi- Xigris were up 36%. dent of Hill & Knowlton, “We NEW Clearly, public relations plays have always used the media as a vital role for many marketers, influencers. This is really the but it has the potential to con- same thing, except we are tribute even more, particularly as looking at a whole range of PR Age companies recognize the power people who have the power to of word-of-mouth to deliver influence people, to generate credibility and drive sales. There word-of-mouth. But it draws Lumin is a new intellectual collaborative providing top-level is a growing recognition that on the same skill set, which is strategic thinking with turn-on-a-dime responsiveness. conversations among consu- the ability to get someone so mers—or between consumers excited about a product they We capture the energy,chemistry and creativity to achieve and influencers—hold a power will tell other people about it.” marketing outcomes beyond your biggest dreams. that conventional media have Adds Doug Spong, president forfeited. They have a credibility of Minneapolis-based Car- It’s PR for a new age. that company-sponsored mes- michael Lynch Spong, “If you – www.luminllc.com – sages have relinquished. They think of some of the biggest cut through the marketing clut- product introductions in the last ter in a way even the most cre- few years, they were all led by ative paid advertising cannot. stimulating word-of-mouth and “More and more, companies talk value. Recent buzz includes Carter Ryley Thomas Padilla Speer Beardsley are beginning to recognize that the grassroots introduction of Mark Raper Lynn Casey they are selling to networks rather the Segway personal trans- (804) 675-8110 (612) 455-1727 than individual consumers,” says porter; the Pontiac giveaway on Peppercom Patrice Tanaka & Company,Inc. Rich Goldblatt, senior VP-director ‘Oprah’; the Taco Bell offer of a Steve Cody Patrice Tanaka (212) 931-6100 (212) 229-0500 of consumer marketing at New CONTINUED ON C16

Jan. 24, 2005 C15 Public Relations Special Advertising Section of Advertising Age

Case Studies found only at natural foods their hands and ask for their key retail industry reporters to ing why fund-raising needed to CONTINUED FROM C15 stores to a $500 million brand legitimate input. develop relationships and lay continue and even increase. free taco to every American if available in mainstream gro- “Identifying the right trend the foundation for future cov- As a result, the Salvation wreckage of the Mir spacecraft ceries. “All without spending influencers is key,” Mr. French erage. It also featured extensive Army’s ongoing fund-raising hits a bulls-eye in the Atlantic; anything on a 30-second TV continues. “Depending on who use of new celebrity spokes- efforts were as strong as ever, and the hip iPod.” spot,” says Mr. Spong. the target audience is for a par- man George Foreman, who and Salvation Army personnel French West Vaughan, a ticular product or service, this was working with the store to across the nation reported that Building a buzz for soy milk North Carolina PR firm, has could be a popular kid in introduce a new clothing line, donors and volunteers under- Carmichael Lynch Spong intro- helped clients set up “test school, an athlete or actor, the to generate feature stories. stood the restricted nature of the duced America to the taste and teams,” a kind of focus group stay-at-home mom who always The campaign generated sto- gift and the need to build on it. health benefits of soy milk designed to build buzz. Says appears to have everything ries in the The Wall Street through its work for the Silk President Richard French, “We together or the counter-culture Journal, The New York Times Delivering third-party brand. Five years before the reach out to people who are young adult who is either up on, and USA Today, and after the endorsements online first TV spot aired, the PR firm recommended to us through or eschews, the latest trends.” launch of the George Foreman DeVries Public Relations has was building the buzz by taking primary research as potential Edelman, meanwhile, worked line, the company’s stock price successfully used the Internet to Silk from a $16 million brand influencers, put the product in on the introduction of Halo 2, a soared by 65%, ultimately reach- build the beauty/fashion credi- new game for Microsoft’s Xbox ing a 52-week high. Same-store bility of its client, Procter & gaming console that generated sales increased 7% during the Gamble Co.’s Crest. This was $125 million in sales on its first first half of the company’s fiscal an important objective for the day. The firm was showing the year. One profile story in the venerable brand’s most recent game to hardcore gamers 18 Miami Herald fueled a one-day foray into the burgeoning teeth- months before launch, looking 60% sales boost in Florida, with whitening category. Several to build excitement, creating an sales finishing the week up 18%. fashioncentric online promo- “inner circle” of gamers who tions, driven solely through pub- could help drive the campaign. Putting sensitive information lic relations support, have been “The campaign’s energy was in context among the most effective Web drawn from the participants,” You might think a $1.5 billion traffic-builders for this brand. says Edelman’s Ms. Talbot. donation would be an unmiti- The agency has worked with “As they joined in, they liter- gated blessing, but when the top fashion designers to create ally shaped the action. They Salvation Army received that Web site offers of custom- became the campaign.” amount in the will of Joan Kroc That’s the future for market- (wife of McDonald’s founder “[A branded Web ing: a more participatory, Ray Kroc), officials were con- site] generates inclusive relationship between cerned that other donors might brands and consumers that cre- believe the nonprofit group no incremental publicity ates authenticity and relevance. longer needed their support— impressions. . .and “Brands that have held a even though the Kroc bequest steady position for years, that was earmarked for a very specific significant surges in have built a lore around the project involving the construc- Web traffic, at very core proposition, attract and tion of new community centers. hold consumers,” says Ms. The Salvation Army hired low cost.” Talbot. “In turn, consumers Washington-based Xenophon —Cliff Berman imbue those brands with new Strategies to design and implement DeVries meaning and relevance. Con- a media relations strategy sumers respond to brands that announcing the Kroc gift and man- reflect their times and yet have aging media coverage. The firm designed handbags exclusively an immutable center.” advised holding the announcement through Crest Web sites. To until after the Christmas fund- promote Crest SpinBrush, a chic Driving sales, share price raising season had passed so as not white bag (with a hidden In early 2002, Casual Male to impact giving over the holidays, SpinBrush pouch) was created Corp. was facing bankruptcy. and emphasizing the idea that the by designer Jane Foxx. The lim- The specialty retailer of clothing gift would provide only a founda- ited edition offer, coupled with for big and tall men agreed to sell tion on which to build: other dona- celebrity endorsements, drove most of its assets, including 475 tions would be necessary to realize extensive national publicity and retail locations, to a company Ms. Kroc’s vision. a more than 3,300% increase in called Designs Inc., for $170 mil- The firm worked with a busi- Web site traffic, which led to a lion. Three months later, Designs ness reporter for The Wall Street complete sellout of the bags on changed its name to Casual Male Journal, providing full access to the first day of the offer. Retail Group. It then asked senior officials of the Salvation “In these instances, a branded Weber Shandwick to introduce Army and the Kroc estate’s Web site can function as an the new company and build its board of trustees to provide exclusive “retail” shop for wo- brand through national business plenty of context, in the hope men to get what fashion and media and retail industry trade that a nuanced Journal story lifestyle media deem hot,” said publications, reaching Wall would influence coverage in Cliff Berman of DeVries. “It Street analysts and investors as other media. The Journal ran the generates incremental publicity well as potential customers. story on Page One, setting the impressions, credibility-building The program used included tone for media coverage: honor- associations with designers and a series of meetings for senior ing Ms. Kroc for her philan- significant surges in Web traffic, Casual Male executives with thropic vision, but also explain- at very low cost.” I

C16 Jan. 24, 2005 When you’re choosing a PR firm, it’s nice to know which one’s been tested.

Your brand is possibly the most valuable asset your company has. So trusting it to the right PR firm is vital. At prfirms.org (and listed below) you’ll find America’s leading PR firms - a shortlist of those who’ve met the qualifying standards of the Council of Public Relations Firms. The website offers you comprehensive area and business sector coverage, so you can find exactly the right PR firm for your company – wherever you are. Why trust your brand with anything less?

Ackermann PR Dix & Eaton JMC Marketing Communications & PR Publicis Dialog Airfoil Public Relations Dorland Global Health Communications JohnstonWells Public Relations rbb Public Relations APCO Worldwide Edelman Ketchum Rogers & Associates Barkley Evergreen & Partners, Inc. Edward Howard & Co. L.C. Williams & Associates, Inc. Rowland Communications Worldwide Behan Communications, Inc. Environics Communications, Inc. Levenson & Brinker Public Relations S&S Public Relations Belsito & Company, Inc Epley Associates, Inc. Linhart McClain Finlon Public Relations Schenkein Bite Communications Euro RSCG Life NRP Lippe Taylor Schwartz & Co., G.S. Bliss, Gouverneur & Associates, Inc. Euro RSCG Magnet LVM Group, Inc. Sharp Communications, Inc. Brodeur Worldwide The Fearey Group M Booth & Associates, Inc. Sloane & Company Burson-Marsteller Fleishman-Hillard, Inc. Makovsky & Company, Inc. SPECTRUM Science Communications Caponigro Public Relations, Inc. French/West/Vaughan Manning Selvage & Lee Standing Partnership Capstrat GCI Group Marina Maher Communications, Inc. Stanton Communications, Inc. Carmichael Lynch Spong Geduldig & Company MGA Communications, Inc. Stanton Crenshaw Communications Carter Ryley Thomas Gibbs & Soell Public Relations, Inc. Morgan&Myers Stephenson Group CBR Public Relations The Global Consulting Group, Inc. The MWW Group SunStar, Inc. Chandler Chicco Agency Gogerty Stark Marriott, Inc. Ogilvy Public Relations Worldwide Text 100 International Citigate Sard Verbinnen GolinHarris Padilla Speer Beardsley Torme Lauricella Public Relations CKPR Hanser & Associates Public Relations PainePR The Vandiver Group, Inc. Cone, Inc. Hermanoff & Associates PAN Communications, Inc. Vollmer Public Relations CooperKatz & Company, Inc. Hill & Knowlton Patrice Tanaka & Company, Inc. Waggener Edstrom Coyne Public Relations HLB Communications, Inc. Paul Werth Associates, Inc. Weber Shandwick Creative Response Concepts The Hoffman Agency Peppercom The Weiser Group Cubitt Jacobs & Prosek Horn Group Pierpont Communications, Inc. Widmeyer Communications, Inc. Cushman/Amberg Communications, Inc. Jasculca/Terman & Associates Porter Novelli Wragg & Casas Public Relations, Inc. DeVries Public Relations The Jeffrey Group The Powell Group Xenophon Strategies, Inc. Dittus Communications, Inc.

www.prfirms.org/findafirm 1-877-PRFIRMS Public Relations Special Advertising Section of Advertising Age

Council of Public Relations Firms Membership Directory

Company Headquarters Telephone Web site Company Headquarters Telephone Web site

A K Ackermann PR Knoxville, Tenn. (865) 584-0550 www.ackermannpr.com Ketchum New York (646) 935-3900 www.ketchum.com Airfoil Public Relations Detroit (313) 887-7200 www.airfoilpr.com L APCO Worldwide Washington (202) 778-1010 www.apcoworldwide.com L.C. Williams & Associates Chicago (312) 565-3900 www.lcwa.com B Levenson & Brinker Public Relations Dallas (214) 880-0200 www.levensonbrinker.com Barkley Evergreen & Partners Kansas City, Mo. (816) 842-1500 www.beap.com Linhart McClain Finlon Public Relations Denver (303) 620-9044 www.linhartpr.com Behan Communications Glens Falls, N.Y. (518) 792-3856 www.behancom.com Lippe Taylor New York (212) 598-4000 www.lippetaylor.com Belsito & Co. New York (212) 586-8877 www.belsitoco.com LVM Group New York (212) 751-2800 www.lvmgroup.com Bite Communications San Francisco (415) 365-0222 www.bitepr.com Bliss, Gouverneur & Associates New York (212) 840-1661 www.blisspr.com M M Booth & Associates New York (212) 481-7000 www.mbooth.com Brodeur Worldwide Boston (617) 587-2800 www.brodeur.com Makovsky & Co. New York (212) 508-9600 www.makovsky.com Burson-Marsteller New York (212) 614-4000 www.bm.com Manning Selvage & Lee New York (212) 468-4200 www.mslpr.com C Marina Maher Communications New York (212) 485-6800 www.mahercomm.com Caponigro Public Relations Southfield, Mich. (919) 882-1962 www.caponigro.com MGA Communications Denver (303) 298-1818 www.mgaperforms.com Capstrat Raleigh, N.C. (919) 882-1962 www.capstrat.com Morgan&Myers Jefferson, Wis. (920) 674-4026 www.morganmyers.com Carmichael Lynch Spong Minneapolis (612) 375-8555 www.carmichaellynchspong.com Carter Ryley Thomas Richmond, Va. (804) 675-8100 www.crtpr.com MWW Group East Rutherford, N.J. (201) 507-9500 www.mww.com CBR Public Relations Maitland, Fla. (407) 834-7777 www.cbrpr.com O Chandler Chicco Agency New York (212) 229-8400 www.ccapr.com Ogilvy Public Relations Worldwide New York (212) 880-5200 www.ogilvypr.com Citigate Sard Verbinnen New York (212) 687-8080 www.sardverb.com P CKPR Chicago (312) 616-9600 www.ckpr.biz Padilla Speer Beardsley Minneapolis (612) 455-1700 www.psbpr.com Cone Boston (617) 227-2111 www.coneinc.com PainePR Irvine, Calif. (949) 809-6700 www.painepr.com CooperKatz & Co. New York (212) 455-8030 www.cooperkatz.com PAN Communications Andover, Mass. (978) 474-1900 www.pancommunications.com Coyne Public Relations Parsippany, N.J. (973) 316-1665 www.coynepr.com Patrice Tanaka & Co. New York (212) 229-0500 www.ptanaka.com Creative Response Concepts Alexandria, Va. (703) 683-5004 www.crc4pr.com Paul Werth Associates Columbus, Ohio (614) 224-8114 www.paulwerth.com Cubitt Jacobs & Prosek Stratford, Conn. (203) 378-1152 www.cjpcom.com Peppercom New York (212) 931-6100 www.peppercom.com Cushman/Amberg Communications Chicago (312) 263-2500 www.cushmanamberg.com Pierpont Communications Houston (713) 627-2223 www.piercom.com D Porter Novelli New York (212) 601-8000 www.porternovelli.com DeVries Public Relations New York (212) 891-0440 www.devries-pr.com Powell Group Dallas (214) 522-6005 www.powellgroup.net Dittus Communications Washington (202) 775-1401 www.dittus.com Publicis Dialog New York (212) 279-6950 www.publicis-usa.com Dix & Eaton Cleveland (216) 241-0405 www.dix-eaton.com Dorland Global Health Communications Philadelphia (215) 625-0111 www.dorland.com R rbb Public Relations Coral Gables, Fla. (305) 448-7450 www.rbbpr.com E Rogers & Associates Los Angeles (310) 552-6922 www.rogersassoc.com Edelman Chicago (312) 240-2755 www.edelman.com Rowland Communications Worldwide New York (212) 527-8900 www.rowland.com Edward Howard & Co. Cleveland (216) 781-2400 www.edwardhoward.com Environics Communications Stamford, Conn. (416) 920-9000 www.environicspr.com S Epley Associates Charlotte, N.C. (704) 442-9100 www.epley-pr.com S&S Public Relations Lincolnshire, Ill. (847) 955-0700 www.sspr.com Euro RSCG Life NRP New York (212) 845-4200 www.erlnrp.com Schenkein Denver (303) 292-6655 www.schenkein.com Euro RSCG Magnet New York (212) 367-6800 www.eurorscg-magnet.com Schwartz & Co., G.S. New York (212) 725-4500 www.schwartz.com F Sharp Communications New York (212) 829-0002 www.sharpthink.com Fearey Group Seattle (206) 343-1543 www.feareygroup.com Sloane & Co. New York (212) 486-9500 www.sloanepr.com Fleishman-Hillard St. Louis (314) 982-1700 www.fleishman.com SPECTRUM Science Communications Washington (202) 955-6222 www.spectrumscience.com French/West/Vaughan Raleigh, N.C. (919) 832.6300 www.fwv-us.com Standing Partnership St. Louis (314) 469-3500 www.standingpr.com G Stanton Communications Washington (202) 223-4933 www.stantoncomm.com GCI Group New York (212) 537-8000 www.gcigroup.com Stanton Crenshaw Communications New York (212) 780-1900 www.stantoncrenshaw.com Geduldig & Co. New York (212) 489-3300 www.gfpr.com Stephenson Group Califon, N.J. (908) 439-3660 www.stephensongroup.com Gibbs & Soell Public Relations New York (212) 697-2600 www.gibbs-soell.com SunStar Alexandria, Va. (703) 299-8390 www.isunstar.com Global Consulting Group New York (646) 284-9400 www.hfgcg.com T Gogerty Stark Marriott Seattle (206) 292-3000 www.gsminc.com Text 100 International San Francisco (415) 836-5990 www.text100.com GolinHarris Chicago (312) 729-4400 www.golinharris.com Torme Lauricella Public Relations San Francisco (415) 956-1791 www.torme.com H V Hanser & Associates West Des Moines, Iowa (515) 224-1086 www.hanser.com Vandiver Group St. Louis (314) 991-4641 www.vandivergroup.com Hermanoff & Associates Farmington Hills, Mich. (248) 851-3993 www.hermanoff.net Vollmer Public Relations Houston (713) 970-2100 www.vollmerpr.com Hill & Knowlton New York (212) 885-0300 www.hillandknowlton.com HLB Communications Chicago (312) 649-0371 www.hlbcomm.com W Hoffman Agency San Jose, Calif. (408) 286-2611 www.hoffman.com Waggener Edstrom Bellevue, Wash. (425) 638-7000 www.wagged.com Horn Group San Francisco (415) 905-4000 www.horngroup.com Weber Shandwick New York (212) 445-8000 www.webershandwick.com Weiser Group New York (212) 468-3395 www.weisergroup.com J Jasculca/Terman & Associates Chicago (312) 337-7400 www.jtpr.com Widmeyer Communications Washington (202) 667-0901 www.widmeyer.com Jeffrey Group Miami Beach, Fla. (305) 860-1000 www.thejeffreygroup.com Wragg & Casas Public Relations Miami (305) 372-1234 www.wraggcasas.com JMC Marketing Communications & PR Kingston, N.Y. (845) 331-1200 www.mallen.com X JohnstonWells Public Relations Denver (303) 623-3366 www.johnstonwells.com Xenophon Strategies Washington (202) 289-4001 www.XenophonStrategies.com C18 Jan. 24, 2005 OGILVY PUBLIC RELATIONS WORLDWIDE INTERNATIONAL AGENCY OF THE YEAR – THE HOLMES REPORT

MARCIA SILVERMAN 212-880-5201 KETCHUM REDEFINES ROI WITH THE POWER OF PUBLIC RELATIONS

RETURN O N I NTEGRATION To position Carlsberg as “the beer of the soccer fan” throughout Europe, Ketchum created an integrated PR campaign covering over 60 markets — including appearances by legendary players and VIP trips to championship games for fans. The result: spontaneous awareness of Carlsberg’s involvement in EURO 2004™ soccer doubled in May 2004 just prior to the championship rounds, helping overall sales soar 18% in 2004.

RETURN O N I MAGE Ketchum helped position Kodak EasyShare as the easiest-to-use digital photography system in order to drive worldwide, mass-market adoption. We created 10 events in 10 countries in 10 days, delivering a hands-on experience of EasyShare to the media and key influencers around the world. The result: public relations directly contributed to a doubling of sales in the month following the global campaign.

RETURN O N I NSTRUCTION Ketchum helped make Alavert a strong #2 alternative to a long established leader in the allergy relief market by creating the educational “Allergy Action Plan” to assist consumers in recognizing, preventing and safely treating allergy symptoms. The result: awareness of Alavert jumped from 3% to 54% in seven months, branded media impressions goal was exceeded by 92%, and actual sales reached twice the projected annual goal.

Today, PR is playing a lead role in establishing brands in the minds of consumers, and producing more targeted, tangible and measurable results than ever before. And it’s delivering a whole new kind of ROI in communications. With Ketchum’s award-winning approach to PR strategy and execution, major brands like Carlsberg, Kodak and Alavert are getting a bigger and better ROI in marketing communications. These are just a few of the success stories you can see by visiting www.ketchum.com/casestudies. To find out more about the power of today’s public relations, and to schedule a session with us, call Mindy Rubinstein, Partner, at 646.935.4141 or email [email protected]

PASSION AND PRECISION IN COMMUNICATION www.ketchum.com