Communications & New Media April 2016 I Vol. 30 No. 4

April 2016 | www.odwyerpr.com

THE SOCIAL MEDIA ISSUE

Vol. 30. No. 4 April 2016

EDITORIAL SOCIAL MEDIA IMPACTS How the media failed in its NEWS OUTLETS coverage of the 2016 election. Why it’s important to have a so- 6 20 cial media presence to get noticed and to be seen as relevant. GENDER DIVERSITY & CORP. REPUTATION LINKED Companies with strong reputations PROFILES OF SOCIAL 18 boast more women in senior man- 8 MEDIA PR FIRMS agement positions. 22 PEOPLE IN PR B2B: What to Look for in a pr agency partNer Hard work, tactical campaigns and 29 networking earn B2B companies 9 16 TIPS FOR SATELLITE high PR value. MEDIA TOURS 30 A successful satellite media tour GOOGLE’S NEW BLOG is an effective tactic to generate 30 PRODUCT REVIEW RULES results for your client. www.odwyerpr.com Blogging for pay now needs to be Daily, up-to-the-minute PR news disclosed, according to Google’s 10 new requirements. SCIENCE NEWS, VIA Cover design by Benjamin Abraham HOLLYWOOD’S A-LIST Patient stories can bring science WHAT WE WISH MGMT. 32 stories to life. KNEW ABOUT SOCIAL There are still a lot of things that senior management should know 12 PROFILES OF VIDEO & about social media. 34 BROADCAST FIRMS PR AND SOCIAL: A MATCH WASHINGTON REPORT FOR THE DIGITAL AGE The synergies between PR and social media are endless but don’t 14 40 have to be complicated. columns EDITORIAL CALENDAR 2016 SOCIAL MEDIA PROFESSIONAL DEVELOPMENT January: Crisis Comms. / Buyer’s Guide PLANNING FOR CRISIS February: Environmental & P.A. Failure to plan appropriately can 37 Fraser Seitel 16 March: Food & Beverage result in social media catastro- April: Broadcast & Social Media phe. FINANCIAL MANAGEMENT Richard Goldstein May: PR Firm Rankings 38 June: Global & Multicultural SOCIAL LISTENING AND GUEST COLUMN July: Travel & Tourism ACTIONABLE INSIGHTS 39 Arthur Solomon August: Financial/I.R. How social listening revealed con- 18 September: Beauty & Fashion nected dots between seemingly PR BUYER’S GUIDE October: Healthcare & Medical unrelated issues. 42 November: High-Tech December: Entertainment & Sports

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EDITORIAL How the media failed in its 2016 election coverage elivering the March 28 keynote address during Syracuse University’s Toner Prize, an an- nual awards ceremony that recognizes excellence in political reporting, President Obama Dtook the opportunity to reprimand conduct prevalent in the media, where “there’s enor- EDITOR-IN-CHIEF mous pressure on journalists to fill the void and feed the beast with instant commentary, Twitter Jack O’Dwyer rumors and celebrity gossip and softer stories.” [email protected] The media’s job, Obama said, is “more than just handing someone a microphone.” It’d be a gross understatement to say the media has been irresponsible in its coverage of the ASSOCIATE PUBLISHER John O’Dwyer 2016 presidential election. The “news” anymore resembles a cultural extension of reality TV, [email protected] another puerile entertainment outlet that on good days serves as Twitter’s greatest hits, aggre- gating stories popular on social media, and on (increasingly) bad days, resembles stenographers SENIOR EDITOR for the most divisive and caustic rhetoric imaginable from grandstanding simpletons posing as Jon Gingerich political leaders, a forum where opinion has more currency than fact, where outright lies are [email protected] allowed to fly on-air unchallenged, where narrative-obedient anchors are entrusted to lob only the softest of softball questions, lest candidates threaten never to grace the network again with SENIOR EDITOR their ratings-boosting interviews. Greg Hazley There was an assumption, sometime last year, that policy talk would eventually crystallize in [email protected] this election cycle, and its carnival overtones would eventually fade in a din of remember-when ART DIRECTOR laughter. Needless to say, that never happened. Not only did the media fail to predict the con- David Kniazuk verging social and economic forces that authored Donald Trump’s meteoric rise — a ground- swell of working class whites who feel increasingly disenfranchised by a Republican establish- CONTRIBUTING EDITORS ment and find themselves galvanized by rhetoric against immigrants, terrorists and a scourge Fraser Seitel of political correctness — the networks encouraged and outright rewarded a political climate Richard Goldstein where salacious content got the most attention, where the most divisive candidates wrote the headlines and those who preferred to talk issues found themselves victims of a maddening cir- EDITORIAL ASSISTANTS cularity: they had no chance because the media wouldn’t cover them, and the media wouldn’t & RESEARCH cover them because they had no chance. Becky Hong Trump has bragged that he doesn’t need to advertise. And why would he? His minuscule Caitlin Dullahan-Bates campaign budget — he’s spent only about $10 million in ads so far, less than any other candidate ADVERTISING SALES — has been engendered by a historic salvo in media coverage. Trump in February accounted Sharlene Spingler for an estimated $400 million in earned media, more than commentary on Ted Cruz and Hil- Associate Publisher & Editor lary Clinton combined, and about the same amount John McCain spent during his entire 2008 [email protected] presidential run, according to a March New York Times report on findings by mediaQuant. The networks have now essentially kept a phone line open for him, where he can call in and pon- John O’Dwyer tificate on-air regarding news of the day, which means, of course, an open forum to talk about Advertising Sales Manager himself. Former TV news correspondent Jeff Greenfield in March compared networks’ unedited [email protected] airing of Trump rallies to state-owned television, telling CNN that the same phenomenon also occurred “when Fidel used to speak.” O’Dwyer’s is published monthly for $60.00 a year ($7.00 a single issue) by the Compare this to the attention the networks have given Bernie Sanders, which can be charac- J.R. O’Dwyer Co., Inc. terized as dismissive, perfunctory at best. The media decided Sanders either didn’t have a chance 271 Madison Ave., #600 of winning the Democratic nomination, or that his platform — that an uneven distribution of New York, NY 10016. income has hollowed out the middle class, that Wall Street has fleeced the masses and that our (212) 679-2471 Fax: (212) 683-2750. campaign finance laws and education system desperately need to be salvaged — simply didn’t make for compelling combat TV. Sanders has continued to receive a fraction of the coverage © Copyright 2015 J.R. O’Dwyer Co., Inc. allotted to Trump, even as he’s managed to raise $140 million — essentially the largest grassroots campaign-funding achievement in history — his rallies have topped Obama’s historic 2008 as- Other Publications: semblies in many cities and he currently beats Trump and Cruz by wider margins than Clinton www.odwyerpr.com in every general election poll. CNN, Fox News and MSNBC on March 15 ignored Sanders’ Breaking news, commentary, useful data- speech in Arizona because they were too busy filming an empty Trump podium. The same bases and more. networks a week prior bumped Clinton’s speech after the Michigan and Mississippi primaries, O’Dwyer’s Newsletter choosing instead to keep the feed rolling as Trump promoted his line of wine and steaks. The An eight-page weekly with general PR “liberal media,” the greatest vanguard in rendering Trump’s ramshackle candidacy a self-fulfill- news, media appointments and placement ing prophecy, has found a new formula for success in an era footnoted by shuttered newsrooms: opportunities. that ignoble tradition of keeping the masses entertained at all costs, with a resolute unwilling- ness to discuss anything resembling real issues. O’Dwyer’s Directory of PR Firms As insane as it sounds, the formula worked. Coverage of the 2016 presidential election has Listings of more than 1,250 PR firms throughout the U.S. and abroad. sent TV ratings soaring at the top networks. CNN in March reported its most-watched quarter in seven years. Fox News, regularly the most-viewed network, for the first time also became the O’Dwyer’s PR Buyer’s Guide most-watched basic cable network in total day and prime time for the entire quarter. And after Products and services for the PR industry an abysmal 2015, MSNBC bounded back with its most-watched quarter since 2013. The media’s in 50 categories. new lows in quality have converged with new highs in profits, and this bodes poorly for the fu- jobs.odwyerpr.com ture of the news. After this election is over, not only can we dispel the fiction that the news today O’Dwyer’s online job center has help exists to inform us, we can also be sure that things are only going to get worse.  wanted ads and hosts resume postings. — Jon Gingerich

6 APRIL 2016 | WWW.ODWYERPR.COM

REPORT Study finds link between gender diversity, reputation

Companies with strong reputations boast more than twice as many women in their senior management ranks, according to data that ber-one industry for women in senior man- measured the percentage of women in executive positions. agement roles is general merchandisers, which holds an index of 33 percent. Some By Jon Gingerich industries — diversified wholesalers, food and grocery wholesalers and shipping, tem- ompanies admired by the public are women in their senior management ranks porary help and textiles companies — hold more likely to boast greater gender (17 percent) than companies with weaker virtually no women on their senior man- Cdiversity at the executive level, accord- reputations (8 percent), suggesting a cor- agement teams. Overall, North America has ing to key insights revealed from March relation between a company’s reputation the highest proportion of women in senior data released by Weber Shandwick. and the number of women it staffs on the management roles, where nearly two out of Weber Shandwick’s analysis, titled the senior level. 10 (19 percent) of executives are women. In Gender Forward Pioneer index, measured Currently, however, the GFP index found total, only 13 of the Fortune global 500 com- the percentage of women in senior man- that gender parity is virtually nonexistent panies have a female CEO. agement positions at Fortune global 500 among global corporations’ senior execu- In creating the index, Weber Shandwick companies. Though women still comprise a tive ranks. None of the world’s 500 largest analyzed the senior management rosters at small percentage of senior level leaders, the companies ranked by revenue have senior companies on both Fortune global 500 and index found that companies recognized for management teams boasting an equal rep- the “World’s Most Admired Companies” having strong reputations are more likely to resentation of men and women, and nearly lists, identifying more than 8,600 current hold a higher proportion of female execu- 40 percent (37.6 percent) hold exclusively executives at companies in 36 countries. tives. male senior leadership teams. On average, Research was conducted between Novem- Using Fortune’s “World’s Most Admired only 10.9 percent of the senior executives ber and December. Companies” rankings as a guide, the index behind the world’s 500 most successful Weber Shandwick is now launching an found that companies with strong rep- companies are women. initiative titled Women Leaders Engage- utations boast more than twice as many According to the GFP index, the num- ment, which will utilize experts across the agency’s network of specialty practices for the purpose of raising the profiles of female executives. It will be led by Weber Shand- wick global corporate practice chair Micho Spring and executive VP and Executive Eq- uity and Engagement practice head Carol Ballock. 

PR news brief 360 brews PR for Crabbie’s

Boston-based agency 360 Public Relations has been named U.S. agency of record for UK brand Crab- bie’s Alcoholic Ginger Beer. The alcoholic ginger beer was first introduced in 1801 in Edinburgh, Scotland, and is now manufac- tured by UK-based Halewood International Holdings PLC. Crabbie’s, which is distributed in the U.S. through St. Killian Importing, was introduced to six states in 2012. Due to rapid growth, its U.S. presence later picked up to 48 states, and it will be distributed in all 50 states by 2017. 360PR’s integrated campaign for the adult bever- age, titled “The Crabbie’s Rules,” will target earned, paid and shared media channels nationally and in key markets throughout 2016. The campaign, which will particularly focus on Millennial consumers, will em- phasize the brand’s originality in the adult beverage industry, and will also support “Crabbie’s Weeks,” an event series that St. Killian Importing has launched in major markets. 360PR, which holds additional offices in New York, Washington, D.C. and San Francisco, in 2015 account- ed for more than $1.7 million in food/beverage related net fees, according to O’Dwyer’s rankings of PR firms. Current 360PR beverage clients include Juicy Juice, The Pogue’s and illy Italian coffee.

8 APRIL 2016 | WWW.ODWYERPR.COM What B2B companies should look for in a PR partner

PR can drive untold value to B2B companies, but it’s up to industry in several targeted focus areas can lead to stakeholders to earn that value through tactical campaigns, smart higher quality and higher value business networking and hard work. outcomes in line with your expectations. By Vanessa Horwell Business thinking. This attribute falls squarely in the “intangibles” category, but usiness-to-business executives are clients’ value propositions in an accurate, it’s hugely important nonetheless. While rarely enthusiastic about budgeting effective and compelling way, the agency many agencies chase accolades to show- Bbig dollars into public relations. needs to genuinely understand the nuances case to their creative work, those that While not exclusive to the B2B sector, it of the market to which it’s communicating. loudly broadcast their inclusion in mean- seems many C-level stakeholders — espe- B2B companies should actively investigate ingless “Top 50” or cially in complex, technology-driven B2B a firm’s subject matter expertise by asking “Best of” lists — or sectors — hold an outdated perception of to read sector-specific articles, blog posts that tout their pay- PR as an expensive cost center, focused on and resources produced by a potential to-play award wins as fluffy campaigns and meaningless media agency partner. When it comes to industry evidence of their suc- placements disconnected from the busi- knowledge, never assume a PR outfit auto- cess — rarely have real ness development engine. matically has it. Verify, then trust. muscle behind their Inside the industry, however, PR profes- Deep industry connections. Especially showy exteriors. sionals understand that worthwhile B2B for B2B companies, public relations should B2B clients can earn public relations is all about outcomes. PR always be heavy on the relations. Facilitat- far greater business Vanessa Horwell drives results that change perceptions, ing meaningful introductions is one of the value from a PR part- shape opinions, drive brand preferences, primary ways an agency partner can drive ner with actual biz-dev experience and and create new business opportunities. Yet value for its clients, whether that means credentials. A PR strategy that is aligned the PR industry’s longstanding love of van- creating new media connections, helping and integrated with a company’s entire ity metrics isn’t helping its cause. fill C-level staffing vacancies or getting two business — not just the marketing depart- When outlining the value of PR to exist- potential business partners into the same ment — can drive sustainable long-term ing clients and prospective ones, agency room. growth. B2B stakeholders should seek out professionals often default to the results As they shop for potential PR firms, B2B PR partners with track records of helping they can quantify. In spite of their mid- stakeholders shouldn’t be afraid to ask clients achieve real goals when it comes to dling relevance, agency executives will agency heads about the breadth and depth growing their margins, expanding to new shift discussions directly to metrics: ad of their trade-reporter and industry-insid- markets, earning exits, or scaling their rev- value, earned media placements and im- er networks. If a PR agency can’t highlight enue. pressions. But unless those numbers are anything other than its “media relations Results and references. Our dictum to mapped to more specific performance in- expertise” and “extensive press connec- “verify then trust” applies to more than just dicators — like conversions, or increases in tions,” executives should keep looking for assessing a PR firm’s industry experience website traffic — or are tied to larger lead one with a deep client list and rolodex of and knowledge. A B2B company should generation efforts, they have little connec- contacts in your industry, ideally with an only contract with a PR partner that can tion to business outcomes, and therefore eye for mutually beneficial cross-market- provide real evidence of their success be- mean nothing of value to B2B executives. ing opportunities. After all, an agency’s po- yond hollow honors or anonymous 4-star Stop selling PR short tential effectiveness is just as much about reviews. Ask an agency for case studies Comprehensive public relations efforts who it knows as it is about what it knows. and examples of results earned for clients, can drive untold value to B2B companies, A tailored services list. Some B2B com- and seek out reputable references who can but it’s up to the PR industry’s stakeholders panies mistakenly believe that retaining a speak the PR partner’s praises. to earn that value through tactical cam- big-name agency or business-to-consum- PR is a revenue driver, not a cost center paigns, smart networking and major hus- er PR firm is a smart tactic for launching Ultimately, the stakes in B2B PR are too tle. Here are the key drivers of PR success broad campaigns and earning massive me- high to leave to chance: Traditional PR that B2B executives should be looking at, dia attention. It’s easy to see why B2B exec- fluff has no place in the world of enter- which all smart B2B agencies should pos- utives fall in the big-agency trap, given that prise-technology vendors and B2B buyers. sess. generalist PR firms excel at offering new To earn its slot of a company’s annual bud- Subject matter expertise. Across virtu- clients the world: integrated marketing, get, PR needs to support revenue growth, ally every B2B industry, “inside baseball” media relations, collateral development, period. It takes a smart, motivated PR part- intel is the engine driving the digital media social media management, branding, lead ner to earn results that go beyond vanity landscape. The online media shift of the generation, search engine marketing, dig- metrics to driving real business outcomes. last decade-plus has created an endless ap- ital advertising, SEO, design and every- Ask around for referrals on a PR partner petite for sector-specific content in every thing else under the sun. with targeted experience in your industry niche sector imaginable, creating a wealth Yet B2B executives should be wary of any — it may be the best business development of high value content-placement opportu- “we do it all” agency. Few PR firms are as investment your company makes. nities for today’s smartest B2B PR firms to deeply staffed and talent-loaded as they Vanessa Horwell is Chief Strategy Offi- secure for their clients. present themselves online, and overprom- cer of ThinkInk, a specialist agency serving But the key to securing placements for ising — and under-delivering — is an un- technology companies across the advertis- bylined client content items is quality. In fortunate industry specialty. Picking a PR ing, airline, loyalty, mobile, payments and order for a PR agency to communicate agency partner with a tailored services list travel sectors. 

WWW.ODWYERPR.COM | APRIL 2016 9 REPORT Google’s new rules for blogger product review Google now requires bloggers who review products in exchange for compensation to disclose the nature of these relationships. Here’s how this new rule could affect digital PR. Agencies must also include in their con- By Mark Simon tracts with review bloggers the require- ment that disclosure and the no-follow rule n Friday, March 11, Google published Commission puts it), who is most likely un- be obeyed. Finally, agencies must monitor an advisory warning bloggers who aware that the “impartial” information he/ the reviews which result to ensure that Oreview products in exchange for com- she is consuming is anything but, thus be- the blogger has complied — both with the pensation that they must disclose the paid ing deceived. As the FTC notes in Native terms of the agency con- nature of these relationships. Google wrote: Advertising: A Guide for Business. tract and the dictates of Users want to know when they’re view- “Under the FTC Act, an act or practice Google and the FTC. ing sponsored content. Also, there are laws is deceptive if there is a material misrepre- The good news is in some countries that make disclosure of sentation or omission of information that is that many product re- sponsorship mandatory. A disclosure can likely to mislead the consumer acting rea- view bloggers are ful- appear anywhere in the post; however, the sonably in the circumstances. A misrepre- ly aware of the FTC’s most useful placement is at the top in case sentation is material if it is likely to affect guidelines, and con- users don’t read the entire post. consumers’ choices or conduct regarding spicuously disclose Google also warned that any links in re- an advertised product or the advertising for their paid relationships. view articles must be “no-followed” (i.e., the product.” But Google’s addition- Mark Simon they will not pass PageRank to the site of Clear, visible, disclosure — in the eyes of al requirement — that the reviewed product): both the FTC and Google — is the antidote links to the sponsor’s site be no-followed Links that pass PageRank in exchange to this toxic problem. In a March 15th set- — isn’t so universally respected. For ex- for goods or services are against Google tlement with Lord & Taylor over an alleged- ample, when Didit surveyed 50 prominent guidelines on link schemes. Companies ly deceptive social media campaign, the review bloggers in the “Mommy Blogger” sometimes urge bloggers to link back to the FTC supplied detail about what adequate review space, it found that while 82 percent company’s site, the company’s social media disclosure looks like: of them provided disclosure, only 46 per- accounts, an online merchant’s page that Disclosures on social media, or via any cent of them have no-followed their links. sells the product, a review service’s page fea- communication using an interactive elec- Spot checks of other popular review blog turing reviews of the product or the compa- tronic medium, such as the Internet, must segments yielded similar results. It is likely ny’s mobile app on an app store. be unavoidable, clear, conspicuous, using that compliance would improve if PR agen- Unless both requirements — disclosing language likely to be understood by the av- cies made the no-follow rule an explicit and no-following — are met, Google may erage consumer. contract provision. consider all parties involved — including A visual disclosure (e.g., one made on so- Most agencies will have no problem ad- the agency, the blogger, and perhaps even cial media) “by its size, contrast, location, justing to this new, more intensively-po- the sponsor — to be engaged in what Goo- the length of time it appears, and other liced environment. Again, most product gle calls a “link scheme.” The penalty for characteristics, must stand out from any ac- review bloggers understand and incorpo- engaging in such a link scheme can be very companying text or other visual elements so rate disclosure, believing (correctly) that severe, involving a loss of ranking and per- that it is easily read and understood.” more transparency equates to more trust haps even a Manual Penalty, which basical- Such disclosure must be in “close proxim- from their user base. And most clients will ly wipes out all SEO visibility for a lengthy ity” to the sponsored message. This means understand that the real value of a promi- time. that a disclosure message “is very near the nent review comes from the content of the How does this change digital PR? triggering endorsement or representation.” review and its exposure to a large, relevant Many U.S. PR and marketing agencies The FTC noted that “a visual disclosure audience — not from hyperlinks passing enlist “influencers” — popular reviewers, that cannot be viewed at the same time and PageRank. online celebrities, or other people with in the same viewable area as the trigger- Furthermore, links embedded in reviews large audiences — to review products or ing endorsement or representation, on the will continue to function as navigation- tout brands. Compensation to the blogger technology used by ordinary consumers, is al shortcuts that will allow people to click may be in the form of cash, a free product, not in close proximity.” through to the destination site — a valuable or other valuable good or services. This What must be done benefit in its own right. Only search engine practice has become so popular — and lu- PR agencies whose clients are using prod- spiders will be blocked from doing so (and crative — because it’s a win for all parties uct review bloggers or running influencer search engine spiders don’t buy products). concerned: the agency (who can report campaigns need to get out in front of this As long as these new, but fundamentally great engagement metrics for the client), issue. They must inform their clients about simple and intuitive rules are understood, the blogger (who is often richly compen- the need for disclosure, and warn them that transmitted, and adhered to, no agency sated), and for the client (whose message no direct SEO benefits will accrue from need fear any blowback in the form of a — because it’s ostensibly “organic” — can product review bloggers or from influencer lawsuit, a rankings downgrade, or from us- make it through ad blockers and bypass the campaigns. (Indirect SEO benefits, howev- ers accusing them of deception. reflexive “banner blindness” of users). er, may accrue, if enough people seeing the Mark Simon is Executive VP at Didit, a The missing beneficiary here is, of course, paid-for-post decide to link to the sponsor full-service online advertising and market- the user (or “consumer,” as the Federal Trade on their own.) ing services firm. 

10 APRIL 2016 | WWW.ODWYERPR.COM

FEATURE Social media tips for senior management

Social media has become more important to senior management another like-minded organization is a great over the last few years, but there are still a lot of things we wish way to speak for your brand. Fear not they knew about the ‘social interwebs.’ We’ve noticed that older generations often By Emily Eldridge, Liz Hilton and Adrian Patenaude approach social media with trepidation. And ou’re wrapping up a kick-off meeting insight is key. while their hesitation is with a client and your PR team, when The times, they are a-changin’ grounded in reality — a Ysuddenly you hear one of the C-suite The success rate of most social media plat- sloppy tweet could, and team utter these cringe-worthy words: “Let’s forms is low. Remember Xanga, Friendster definitely has, caused do some social media, too.” and iTunes Ping? Yeah, neither do we. The a legitimate PR crisis Effective social media management is not social platforms that thrive today are the — we shouldn’t let fear as easy as it seems. It can be time consuming ones that have evolved with users’ demands. hold us back from en- and requires a smart strategy to effectively Facebook is notorious for constantly updat- gaging on social media. engage audiences. We’ve seen social media ing its features, most recently allowing users We need to learn how Emily Eldridge grow in importance among senior manage- to “react” to their friends’ posts with differ- to relax; social media is ment over the last few years, there are still a ent emotions. Even though these updates supposed to be fun and lot of things we wish they knew about man- seem minor, it’s a way for Facebook to stay friendly! And people re- aging social accounts. relevant and maintain users’ attention in this spond more positively to This is not a drill age of distraction. brands that demonstrate At a recent Las Vegas industry conference, We need senior management to under- a distinct personality we had a conversation with the CMOs of two stand that social media is constantly chang- and aren’t afraid to push large banks. They spoke about the challeng- ing, so the best way to succeed with the me- the envelope. es marketing to younger consumers, which dium is to change along with it. Brands have Even if something does they referred to as the “Battle of the Bank to be flexible, and social media managers go wrong, it’s possible to Liz Hilton Millennials.” They noted that the “creation” need to be willing to adapt and experiment. make amends in a cre- of social media was similar to the advent of Here come the cool kids ative way, sometimes us- the Internet in the ways in which it has rev- As older generations begin embracing ing humor to diffuse the olutionized business, and that social media Facebook and Twitter, younger users are flee- situation. Believe it or has single-handedly changed how these ex- ing to newer platforms like Instagram and not, the Internet can be ecutives do their jobs. Snapchat. In the past year alone, Instagram a forgiving place if you We’ve all come to realize in the last five has overtaken Twitter in monthly active us- fess up sincerely. In our or so years that social media isn’t just a ers (~400 million vs. ~300 million) and Insta- fast-paced digital world, trend — it’s here to stay. Social has been an gram users are 120 times more engaged with audiences will likely integral part of political elections, disaster posts than on Twitter. These numbers should move on to the next relief efforts and social rights movements. raise eyebrows in the boardroom. The fact controversy before you Adrian Patenaude Pew Research now finds that 63 percent of of the matter is that Twitter is dying, and we know it. “Forgive and Facebook and Twitter users identified at don’t know how to tell management that. forget” has never been more true. least one of those platforms as their prima- Snapchat, the newfangled app young peo- It doesn’t have to be confusing ry news sources. The way we communicate ple seem obsessed with today, is significantly Just like anything new, social media takes — and ultimately the way marketers reach underrated by many decision makers. This some getting used to. We all remember set- audiences — has been permanently altered. platform is all about capturing real-time ex- ting up MySpace accounts in 2004 and not As users turn toward these nontraditional periences, and for anyone wanting to grab the really knowing how to crop the profile photo outlets, companies must get creative. attention of Millennials, this is the place to or change our Top 8. Before our 16th birth- It’s not an afterthought do it. It’s no surprise that Snapchat has been days, we were pros. The only thing worse than no social media heavily experimenting with its advertising The same goes for senior management is bad social media. Our senior management potential, from sponsored videos embedded today: you may not know what a Snapchat team always discourages throwing social into in hosted content on its “Discover” page to story is and you probably don’t know if you a PR plan as a last-minute suggestion. Social custom geofilters tailored for branded events. look better in a Valencia or an X-Pro II fil- media needs to be a recognizable priority; it’s Ain’t nobody got time for that ter, but you should know by now that social vital for social media to be integrated into a Social media is time-consuming. While we media matters and offers real investment re- whole campaign. agree an organizational playbook or approval turns when planned and executed correctly. Even if the plan is to simply monitor cur- process is essential, it should be designed to So please, don’t underestimate the power of rent trends, you still need to think through provide quick feedback to team members so investing in a talented social media team. the issues, topics and tone for your brand content doesn’t go stale. Whether it’s sending Social media can be intimidating. But (for example, who the brand should be fol- a morning email detailing the day’s posts or jump in, ask questions, hire great talent and lowing and what trends should you be mon- simply texting your supervisor some content give it a try. It’s all one big learning curve and itoring). Rather than tasking everyone with before you send it, do whatever works best so to be honest, we’re still figuring it out too! writing a few half-hearted posts, it’s best to you don’t let a good opportunity pass you by. Emily Eldridge is an Account Executive at assemble an elite social media #dreamteam. Of course, engaging with others is just as Crosswind Media & PR. Liz Hilton and Adri- Take ownership of the company’s digital important as creating content. Retweeting, an Patenaude are Assistant Account Execu- presence. This is where senior management’s regramming, sharing or liking a post from tives at Crosswind Media & PR. 

12 APRIL 2016 | WWW.ODWYERPR.COM

FEATURE PR seeks social media: a match for the digital age

As PR professionals, we can’t so much as “swipe right” nowadays “how-to” videos that have taken over our without considering the impact social media makes on every story newsfeeds recently, and those types of min- we tell, every connection we make and every result we report. ute-long creations are quickly becoming the new normal for storytelling. Not surprising- By Seth Grugle ly, consumers are more apt to engage with and place more value on a brand that pro- ublic relations is to storytelling what so- from tech to entertainment and sports out- vides teachable moments. Share a recipe or a cial media is to story making. And that lets — the #ShareHumanity campaign ignit- “how to” guide on a topic or product closely Pstory must be told properly in order to ed a movement that not only out outpaced associated with your client’s brand or service. effectively grow a brand, solidify or re-build all key performance indicators, but saw the With publishers now operating countless so- reputations, reach a target audience and ulti- hashtag trending across multiple platforms, cial media pages and accounts that target a mately drive business results for our clients. all thanks to the combined coordination of variety of audiences — BuzzFeed has 90 dif- PR professionals must also be cognizant of, PR and social efforts. ferent Facebook pages, while The Huffington anticipate and plan for the potential pitfalls Swipe left Post counts 79 — the of social media: notably, the ease and speed On the flip side, social media can negative- PR and social ampli- at which one negative consumer comment ly impact a brand’s bottom line just as much fications of teachable, online can reverberate through social and as a poor showing on Yelp or a bad review shareable video market- traditional media channels to key stakehold- in the Times. Take Pizza Hut’s recent row ing are endless. er audiences in the offline world, impacting with reality television personality Abby Lee Pick your platform: corporate brand reputation, customer loyal- Miller. The “Dance Moms” star took to her A study from CEO.com ty and investor sentiment. Instagram account to point fingers at a San- found that 61 percent of Relationship status ta Monica store that supposedly hung up on Fortune 500 CEOs have When it comes to trial and conversion, the her multiple times. More than two million no social media pres- Seth Grugle most powerful tool is word of mouth, the followers were instructed to call and harass ence at all, while anoth- holy grail of PR. One could easily argue that the store, which they apparently did, and er study from Rivalfox showed that only 38 word of mouth for a new generation is en- Pizza Hut received a barrage of calls and a percent have a Pinterest presence. Consum- tirely born and bred online. Content, there- few terse words in traditional media as well. ers expect an unprecedented level of one-on- fore, is king. Upwards of 86 percent of people The chain subsequently asked Miller to re- one engagement and interaction with their fast forward through television commercials move the post, but in the merged worlds of favorite brands and companies, and their these days, according to Demand Metric. social media and PR, you can’t simply fight leaders. Be the author of the story. Share, dis- However, as PR professionals, we can find fire with fire. cuss and interact, especially in those places inspiration in the fact that 60 percent of peo- It’s complicated your customers already frequent online. If ple seek out additional information about a The value of social media to a PR profes- you don’t, your public will, and there’s no product or service after reading, watching sional goes well beyond added impressions guaranteeing a happy ending to that story. or being exposed to digital content about it or a secondary avenue of storytelling. Con- Watch out for pitfalls: As is the case with online. sider the following when planning your next traditional media, companies need to think Exercises in brand building can be told en- product launch, brand building exercise or about and approach social media as part of tirely through a social lens. A brand’s social consumer campaign: an integrated strategic communications pro- following is its most authentic audience and Mining for content: As mentioned previ- gram, including corporate communications should be treated as such. Break news first ously, PR and social media are fundamental- and investor relations. A negative, mislead- online, engage regularly with your most loy- ly all about the “story.” PR professionals can ing or factually inaccurate comment on a al ambassadors and know when it’s timely use social as the most consumer-connected company’s Facebook page can quickly esca- and appropriate to disengage. If PR and so- tool we have at our disposal to mine for con- late into traditional media coverage that is cial teams are working together seamlessly, tent that can be used to create said stories then read by investors and analysts, followed the story should flow from Facebook page to and build brand ambassadors. Did a cou- by questions about the validity of the com- newspaper page without so much as a single ple get engaged in one of your stores? Did a ment on the next quarterly earnings call and disruption. sports superstar dine in one of your restau- mentions in subsequent analyst reports. This Swipe right rants following a championship win? Find potential escalation needs to be taken seri- PR and social media work best together, those news nuggets, forge those connections ously and managed quickly and properly in of course, when united to tell a single story and craft better stories online and offline. order to mitigate damage to the corporate — one that sparks action online and offline. So sentimental: Facebook recently upgrad- brand. Proper management of these situa- Take the United Nations’ 2016 #ShareHu- ed its “like” functionality to include other tions must be evaluated and determined on manity campaign, for instance. In an effort “reactions” such as love, haha, wow, sad and a case-by-case basis. One size does not fit all. to drive awareness surrounding World Hu- angry. While this update might seem small The synergies between PR and social me- manitarian Day, the U.N. and its partners at the onset, PR pros now have a new social dia are endless but don’t have to be compli- developed a powerful platform whereby measurement tool at their disposal centered cated. From crisis situations to new product celebrities, influencers and everyday users around sentiment. We can monitor reactions launches, mining for content to engaging could “donate” their social media feeds for in real time and adjust accordingly to a news directly with your most influential of brand one day to tell a true story of humanitarian article a posted about our clients or brands. If loyalists, the more the right hand speaks to aid in action. Coupled with well-timed me- our most loyal fans have an adverse reaction the left, the more your client or brand wins dia relations efforts that led to a myriad of to one of our stories, switch course! in the end. placements across a variety of verticals — Teach, don’t preach: We’ve all seen the Seth Grugle is Vice President at ICR. 

14 APRIL 2016 | WWW.ODWYERPR.COM

FEATURE Social media planning for crisis cial media gives everyone a voice during a When crisis strikes, every part of a company should be prepared crisis. If your voice isn’t the clearest, you’ll to respond, including the parties responsible for managing social quickly be drowned out by the noise. media. But where exactly should you distribute By Ryan Cohn your message when everything is on the line and you don’t have a second to spare? hile every company needs a social “You want to have backups and second- JetBlue’s Johnston pointed to a path out media crisis plan, that plan must aries, and frankly you want to have people of the confusion. “The difficult thing with Wbe a living, breathing document who can give other people relief,” said Mor- having multiple channels is that there are that provides the opportunity for flexibility gan Johnston, Manager of Corporate Com- multiple places where people think they amid constant change in a crisis. If the plan munication and Social Media Strategist at need to go for the most is not appropriately flexible, it will fail to JetBlue Airways. “A crisis isn’t going to only up-to-date informa- keep up with the constant twists and turns occur during normal business hours. You tion. What you really that come with any crisis. need to plan for an emergency response that want to do in a crisis As Rachael Rensink, Manager of Social can last for days, weeks or even months. So scenario is limit the Marketing Strategy and Engagement at the question becomes, how do you relieve amount of places that Delta Air Lines, explained, “Do not create a people so they can get some rest and be able people think they need plan and put it on the shelf until you really to function properly?” to look. If you can cen- need it. Plan, test, practice, evaluate, re-test, Listen first, talk second tralize the information re-evaluate, evolve, etc. Social media chang- The power of social media as a listening and use all the different es and evolves so quickly, and you need to and monitoring platform provides a variety channels to point to Ryan Cohn evolve with it. This is not a situation where of new ways to verify reports and take ac- that central database of one size fits all, and one plan fits all. Is your tion promptly. Conversations are happen- information, you’re more likely to have your company growing its social footprint? Is it ing in real-time, with events being reported message delivered.” growing its social staffing? Your plan needs in a matter of moments instead of hours. Establishing the #hashtag to grow with it.” A prime example is the earthquake that “Create your own hashtag,” suggested Practice, practice, practice happened in Mineral, Virginia in 2011. The Frischling. “If you own the hashtag and It’s one thing to write a crisis plan, but quake was being reported on Twitter 30 sec- immediately make it the primary hashtag, another entirely to live it. Implementing a onds before it was even felt in Washington, you’ll get the media using it, too. If some- social media plan in the midst of a major D.C., several miles away. Conversations and one is looking for info about your crisis and emergency requires a clear definition of reporting happen at lightning speed on so- they see you use a specific hashtag, that’s it. roles, alternative plans, and trained support cial media, and crisis response teams must Everyone will come to you because you’re options. be tuned in to those conversations. using the hashtag and you now own that Rensink explained how social media fits “Before social media, it sometimes took conversation. You can use that hashtag to into the mix during a potential crisis at Delta. up to an hour to even confirm that one of track the conversation, know what’s being “Social follows what is determined by the your planes was involved,” said Johnston. said incorrectly and start correcting it as fast crisis coordinator during the event. Our so- “Now with social media and the kind of re- as you can.” cial teams are there to not only execute the al-time reporting that’s happening, you see With most crises, misinformation runs plan, but to help develop copy that is social- 14 different photos and 14 different angles rampant in the first 30 minutes. By using ly appropriate, by channel/community, and of roughly the same scene, and you sud- hashtags and getting out in front of the con- also to advise on what the current social denly start feeling pretty confident that the versation, you have the ability to shape what conversations are, where they are, and what flight is yours.” is being said. we might need to address. I cannot express As a crisis begins to unfold, social media According to Johnston, “Hashtags help fa- enough how critical coordination is with all teams must attentively monitor the online cilitate some alignment on the conversation teams involved and that social is just one of conversation to determine what is actually so everyone’s paying attention to the same the pieces of an effective crisis communica- happening on the ground. sort of thing. We’re more likely to be able tions plan.” Go all-in on engagement to insert the proper resources so that, as we In other words, during a crisis, social me- Social media, while vital for listening, can verify information, it’s visible.” dia must be tightly integrated with every be even more powerful for framing and dis- Crisis communication has changed by other aspect of the response. Rather than tributing your own news. leaps and bounds in the last several years. being siloed from other elements of the According to Steven Frischling, a travel Today, the initial news “announcement” crisis response, social media works in close social media consultant, “Social is the first frequently comes from a participant or on- conjunction with those elements. place you have to go. You need to say the in- looker at the scene, followed by mainstream The reality is that crises are rarely short- cident occurred and that you are gathering news outlets. term events. While the actual on-the- information and will keep the public up- Brands in crisis must be as truthful and ground emergency may be over after a few dated. Then, every ten minutes, even if you transparent as possible. Thanks to today’s hours, the crisis online may continue far have nothing new, you keep saying, ‘We’re technology, everyone is an amateur inves- longer. That’s the nature of social media. still looking into it.’ All that matters is that tigative reporter with the resources to find Discussion and analysis of an event contin- you’re on it, and as soon as you have some- the truth, often before the brand owner ue long after the event has concluded. Social thing new to release, you release it.” even knows it. media teams must be prepared and ready to It’s essential to understand that if you Ryan Cohn is Vice President of Social/Digi- jump into action. don’t frame the news, someone else will. So- tal at Sachs Media Group. 

16 APRIL 2016 | WWW.ODWYERPR.COM

FEATURE How social listening reveals actionable insights News regarding contagious cancers, advances in 3D printing technologies and Prime Minister Justin Trudeau’s stance on LGBT issues might seem like incompatible stories. A closer look, however, reveals these issues are in fact related, part of a larger conversation on the topic of organ donation. By Lindsey Goebel n article about producing life-sized dience who was already engaged around the business solutions. Some of the advanced body parts and tissues using living donation topic. tools also query broadcast TV data, provid- Acells as the “ink” in a 3D printer re- The Health Resources and Services Ad- ing a holistic view of audience sentiment ceived more than 20,000 mentions over the ministration — part of the U.S. Department over time. last three months. Canadian Prime Minister of Health and Human Services — recognizes Establish clear objectives. Before setting - Trudeau recently promised to end his coun the value of identifying key opportunities for up social listening queries, first define what try’s ban on homosexuals donating blood driving greater awareness to encourage more the organization wants and organs. And a writer for the New York people to register as organ, eye, and tissue to accomplish. Objec- Times reported scientists are curious about donors. The government agency leverages tives may be as simple the potential transfer of person-to-person Facebook’s targeted reach as one of many as knowing the top five - cancer cells. These trending headlines were communications outlets to educate the gen keywords and overall - eral public. In monitoring the organdonor. uncovered while conducting a social listen conversation sentiment, ing exercise to assess online chatter related to gov Facebook community, HRSA noticed or they may be very spe- organ donation and what’s driving coverage a common theme: many commenters were cific, such as identifying of this topic. Using the social analytic tool inclined to share emotional, life-changing the right micro-mo- Talkwalker, we learned these three articles stories about receiving a transplant, or how ments around which a - alone had a combined reach of more than 40 their loved ones saved lives by donating or brand can engage. Lindsey Goebel million people. gans. This community was becoming a sup- Plan the search. Have Understanding the headlines and social port group for those with a connection to the a list of keywords, phrases, websites, etc., to conversations related to your brand, issue cause. jumpstart your search. Define the audience - This insight drove HRSA to develop or cause is the first step in collecting valu by specifying geography, language, platforms, able information about your audience. By #MadePossibleMonday, a user-generated sources, and a time period to evaluate. Over keeping a beat on your audiences’ needs and content series designed to spread aware- time, refine the search query to add and/or ex- motivations through monitoring the social ness about organ donation. This UGC cam- clude erroneous keywords and phrases, peo- landscape, you can better reach people where paign, fueled by social intelligence, allowed ple, websites, and brands. they’re already interacting, and ultimately, HRSA to share inspirational stories, not only Measure. Evaluate activity reports to estab- influence behavior. demonstrating to community members that lish benchmarks. Keep an eye on conversa- Social listening can also inform when a they were heard, but also activating those tion volume, how a post or conversation(s) - - brand should join a conversation. On Feb people to share the message with their net spread across social networks, where and ruary 14, National Donor Day, a dramatic works, and ultimately driving new users to when messages gain traction, and which spike in organ donor-related conversation register. #MadePossibleMonday content re- sources were most important in helping was measured in both volume and positive sulted in more than two million organic im- them go viral. If activity spikes occur, eval- sentiment, as noted by the green line in the pressions and made up nearly 10 percent of uate the source and whether the increase in - graph below. This event offered an opportu all shared content from the organdonor.gov traffic is successful content or a crisis in the nity to reach and interact with a broader au- Facebook page in 2015. making. Most organizations recognize the need to evaluate conversations within their own _ Continued on page 31 communities, but those that understand the entire social conversation landscape and act on what they learned gain immense value. This requires clear objectives, planning and technology. Below are tips for developing an informed social listening program. Choose the right tool. To listen effectively, it is important to have the right tool. You will want to assess what level of control is avail- able, as well as the flexibility of the search pa- rameters. If you have a large team, workflow may be important criteria. If your audience is global or multi-lingual, that’s another con- sideration. How easy is it to evaluate the data National Donor Day was enacted by the U.S. Department of Health and Human Services to and create reports? Do you need a real-time raise awareness for organ, tissue and blood dashboard? Social monitoring technologies donation. Social listening measured a sizable range from free tools providing basic social increase in donor-related conversation that day, data to enterprise-level platforms integrated both in terms of volume and positive sentiment. into social media management systems and

18 APRIL 2016 | WWW.ODWYERPR.COM

FEATURE Utilizing social media to impact news outlets More and more, what happens on social media is becoming the news. Having a social media presence is vital, therefore, if brands The show favors family-friendly comedy and want to elevate visibility and remain relevant. regularly turns to YouTube to find everyday By Aljolynn Sperber people whose videos have gone viral and invite them to the show as guests. In 2011, n a recent broadcast of “NBC Nightly Tweets,” a regular segment on the “Jimmy Ellen noticed a viral video on YouTube of News” with Lester Holt, a video of two Kimmel Live!” show. Time and time again, two sisters, Sophia Grace and Rosie, singing Ibrothers taking a selfie with an eagle ap- the media is turning to Twitter and other and dancing to a popular Nicki Minaj song. peared at the end of the show. This video had social networks to find and share news, and After viewing the video gone viral on social networks such as Face- appeal to its audience. and noticing its viral na- book and Twitter the week prior, so it took Speaking of the 2016 presidential elec- ture, Ellen invited them a national nightly news show five to seven tion, a local Minnesota newspaper, St. Cloud on her show. Since then days to finally share the viral nature selfie Times, polled its Twitter followers on wheth- the show has invited video with their audience. In 2013, the Chi- er or not they caucused and which party several other video viral cago Sun-Times laid off staff photographers they caucused for during Super Tuesday sensations to the show because they found more value from using 2016. Nearly a quarter of respondents — 21 such as “Damn Daniel” photos and videos found and shared on so- percent — said they caucused for GOP, 20 and “Alex from Target,” cial media, rather than having a paid profes- percent caucused DFL, and 57 percent did among others. sional staff to photograph events. not caucus. They engaged their social media Get social now Aljolynn Sperber People are using social media to learn audience and could have used the data for a Want to be seen by the about the news before it is actually shared on story on how Minnesota residents caucused media? Want to put the news in your hands? the news. More than half — 51 percent — of on Super Tuesday. You should use Periscope, Meerkat, or Face- journalists source their information shared In 2014, word about the violent riots in the book’s livestream feature to interview your on the news from social media, meanwhile streets of Caracas, Venezuela broke globally team at events. During the Interactive por- 30 percent of U.S. adults turn to Facebook to via Twitter rather than the usual news outlets tion of South by Southwest in 2015, tech sa- learn about current events and 50 percent of such as CNN or Fox. People across the globe vants learned about the livestream app, Meer- them will share that news on their social net- were tracking what happened in real-time kat, which basically launched at the popular works. This means it’s important for brands via Twitter before it was shown on TV, and Austin, TX event. Meerkat team members to have a social media presence to get no- press even utilized videos or photographs interviewed startups at SXSW, which allowed ticed and to be seen as relevant. shared via the 140 character social network new users to see the livestream mobile app Tweet carefully before having crew on the ground. Venezue- in action and fully understand how it can Are tweets the new car chases? Los Ange- lan citizens kept track of what was happening be utilized. Using Meerkat was a great way les television news outlets are notorious for via social media rather than national news. to give real-time insider access, before it was broadcasting car chases; they do this because Live from the red carpet shared on the news, to individuals who could a car chase in Los Angeles leads to a bump Awards season was recently in full bloom not attend SXSW. in viewership and ratings. Donald Trump’s with the Golden Globes, Screen Actors Guild Want to give social media fans additional tweets, Kanye West’s Twitter fight with Wiz Awards, The Grammys, and The Academy insider access? Use Instagram to share be- Khalifa and request for a loan from Mark Awards. Not only are traditional news out- hind-the-scenes images. Just make sure you Zuckerberg, or Kim Kardashian’s latest nude lets present and covering the awards shows, have a solid and easy hashtag to follow and pic tweet are the new car chase: people are social media influencers are suited up and use, so social media users can follow along. talking about them and the news cannot stop engaging with stars to give their fans insid- Just as how news outlets sometimes share covering them. The news cycle of Kim Kar- er access to the red carpet. Gabbie Hanna “kiss cam” moments, they now share public dashian’ nude photo that was posted on Ins- from “The Gabbie Show” attended the 2016 photos on social media to have more materi- tagram and Twitter on March 7 lasted three Grammys and used Snapchat to interview al for their coverage. days, with coverage from “Entertainment and broadcast her experience at the awards Get direct with the media Tonight,” “The Talk,” The Telegraph, “Today show, while giving her fans and viewers a Using LinkedIn’s blogging feature, influ- Show” and several others. taste of insider access. Brands that want to encers can position experts on top in terms Donald Trump, on the other hand, is con- elevate their visibility and awareness can of getting noticed. Individuals using the sistently dominating the news, not only with utilize social media influencers to creative- feature builds their credibility, which makes his favorable polls from the public but also ly broadcast a product launch, or use Face- them more interesting to the media. Three with what he’s posting on Twitter. A recent book’s new livestream feature to unveil a new percent of journalists who use LinkedIn issue of Rolling Stone listed the meanest in- product. Snapchat also now offers custom use it to identify and directly connect with sults that Trump tweeted, one of them being geo-filters for $5.99, so companies hosting a experts. Several media and public relations “The failing @WSJ Wall Street Journal should tradeshow or conference can create one for groups exist on LinkedIn that help connect fire both its pollster and its Editorial Board. attendees and social media users to help am- PR practitioners with the media. Twitter is Seldom has a paper been so wrong. Totally plify awareness about the event. also a popular tool to directly connect re- biased!” YouTube is your friend porters; they occasionally post queries in It’s not only magazines or national televi- “The Ellen DeGeneres Show” averages search of experts on a certain topic. The me- sion news programs that are including tweets around 3.9 million viewers per episode, so dia are getting savvy on social. in their news content. Mitt Romney recently if you are a brand that wants to get noticed read aloud tweets about himself for “Mean by Ellen, YouTube will be your best friend. _ Continued on page 31

20 APRIL 2016 | WWW.ODWYERPR.COM

O’Dwyer’s guide to SOCIAL MEDIA PR

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22 APRIL 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Social Media PR Firms Linda Bernstein Jasper, Vice Crosby President, Social Media Stacy Bataille, Vice President, 705 Melvin Avenue Influencer Annapolis, MD 21401 Rob Schnapp, Vice President, 410/626-0805 Creative www.crosbymarketing.com

We believe in storystarting, not Raymond Crosby, President just storytelling, because con- Tammy Ebaugh, Chief Strategy sumers want to contribute to your Officer brand narrative. We believe in lis- Joel Machak, Exec. Creative Dir. tening as the gateway to success in social media. We believe in The Crosby team is passionate presence with purpose. We believe about helping clients Inspire Ac- in a world without walls, because tions That Matter™ — actions that today’s digital consumer no longer positively impact people’s lives and cares about the divisions between contribute to the greater good. paid, earned and owned content. Crosby helps clients make power- ful connections with their custom- Bimbo Bakeries USA, parent company of Arnold®, Brownberry® and We believe that social media is not ® just a channel that contributes to ers, constituents and communities Oroweat brands “kneaded” a campaign to drive positive conversations customer service, but is one that to shape attitudes, inspire behavior around bread that focused attention on the introduction of a new line underpins the entire customer ex- change, and motivate action. The of whole grain bread called Healthfull®. Coyne celebrated consumers’ perience. And we believe that you firm’s award-winning campaigns, emotional love of bread in a fun and entertaining way through an inte- can pay for attention, but you still which integrate paid, earned, shared grated campaign, Love, Your Bread. The campaign drove more than one have to earn advocacy. and owned media, have touched the billion media impressions while increasing the brand’s presence on shelf As expert communications strat- lives of virtually every American. at retail. egists and master storystarters, we The firm has specialized prac- partner every day with high profile tices in Healthcare, Government, proven blueprint for laying a sound search and insights to help inform enterprises, including Novartis, and Nonprofits & Causes. Clients program foundation and steadily our social content and community Bimbo Bakeries, Newman’s Own, include the Agency for Healthcare raising metrics used to define social management strategies across plat- Just Born, Timberland, Humana, Research and Quality (AHRQ), media success. Our ongoing use of forms, regularly evaluating perfor- Perdue, Goodyear, Shell, VTech Catholic Relief Services, DAV analytics to measure and evaluate mance to refine efforts for optimal and GE to enable brand-oriented (Disabled American Veterans), progress ensures consistent effort success against KPIs. We also social and digital narratives — EPA ENERGY STAR program, to meet benchmarks and deliver leverage paid media to help amplify with consumers, among consumers Kaiser Permanente, Pacific West- improved performance. our social and digital content mar- and between consumers — that ern Bank, Sagepoint Senior Living By layering social media into keting efforts. translate to greater awareness, Services, Saint Agnes Hospital, clients’ on-going PR and market- Our experience ranges across reputational impact and consumer Social Security Administration, ing communications programs, we industries with clients including: activation. USDA, U.S. Dept. of Health & Hu- help organizations amplify their Hotels.com, IEEE, Blue Cross Blue We partner with brands to ad- man Services, Veterans Health Ad- voice in market, create synergy be- Shield of Michigan, the Jamaica vance and advocate for social and ministration, TKF Foundation and tween multiple media channels and Tourist Board, the Verizon Foun- digital strategy within their cor- Wallace Foundation. balance client resources efficiently. dation, Allianz Global Assistance, porate organization, developing Crosby is #39 on O’Dwyer’s na- If you’re wondering why your Kelley School of Business, and enterprise-level Centers of Excel- tional ranking of PR firms and has firm’s social media efforts aren’t John Theurer Cancer Center. lence in social and digital to es- offices in Annapolis, Md., and Wash- driving sought-after results, it We’re sticklers for measurement, tablish foundational structure and ington, D.C. To see case studies, vis- might be time for a conversation and the hallmark of our team is how social media strategy on which it www.crosbymarketing.com. with Feintuch Communications. we blend smart, analytical thinking to build brand success. We work with strong strategy and creativi- closely with brands to create cus- Feintuch ty to enhance our clients’ success. tom influencer networks that en- Finn We see our clients as partners; no able long-term relationships of Communications Partners matter what your digital need may value with key social conversation be — you can count on our team to leaders. We manage daily engage- 245 Park Ave., 39th Fl. 301 East 57th Street, 4th Floor deliver. ment, content strategy and social New York, NY 10167 New York, NY 10022 communities for numerous high 212/808-4901 212/715-1600 profile brands, applying our exper- [email protected] Direct: 212/593-5873 French/West/ tise on the latest digital technolo- www.feintuchcommunications.com [email protected] Vaughan gies, social platforms and digital www.finnpartners.com Richard Roher, Managing Partner behaviors, ensuring consumers ex- Noah Finn, Managing Partner 112 East Hargett St. perience engagement with brands Companies that partner with Raleigh, NC 27601 that is authentic and valuable. And Feintuch Communications to plan At Finn Partners, our 50-person 919/832-6300 we work with brands to gather, in- and manage their social media pro- full-service digital team is powered www.fwv-us.com terpret and apply analytics to not gramming get an experienced team by three things: creativity, data, and only evolve the social storytelling, Rick French, Chairman & CEO in using social media to achieve communication. We’re designers, David Gwyn, President / Principal but also to translate the value of concrete communications and developers, videographers, produc- social strategy to senior leadership. Natalie Best, Executive Vice Pres- marketing objectives, strengthen ers, analysts and social strategists ident / Director of Client Services / bonds with diverse groups of stake- dedicated to building best-in-class Principal holders, increase favorable media digital and social programs. View & download profiles of coverage and drive other beneficial We approach social media as an French/West/Vaughan (FWV) is hundreds of PR firms specializing in business outcomes. extension of user experience — the Southeast’s leading public re- a dozen industry areas at: Our methodology for social me- helping to shape the way a con- www.odwyerpr.com dia program development, imple- sumer thinks about, and ultimately mentation, and management is a engages with the brand. We use re- _ Continued on page 24

ADVERTISING SECTION | WWW.ODWYERPR.COM | APRIL 2016 23 Profiles of Social Media PR Firms

maintaining a consistent increase disrupt, amuse and educate con- this and other critical issues that FRENCH/WEST/VAUGHAN in engagement levels month-over- sumers at every touch point. will determine success or failure _ Continued from page 23 month; increasing brand affinity, We take an integrated approach in social media: what are the rel- reach and purchase intent for spe- to digital planning, working hand- evant business objectives; how can lations, public affairs, digital mar- cific products; and creating emo- in-hand with PR, communications you add value to the online conver- keting and brand communications tional connections with consumers, planning and paid efforts to ensure sation; what platforms will be the agency, independent or otherwise. all while delivering targeted reach we reach consumers and influenc- most productive; how do you es- Founded in April 1997 by Agency in scalable and measurable ways. ers at every touch point. Our best- tablish appropriate KPIs and track, Chairman & CEO Rick French, in-class digital and social media measure and report your results. FWV now employs 96 public rela- campaigns win awards and deliver From digital gap research to strate- tions, public affairs, social media, inVentiv measurable results. gic execution, our digital offerings advertising and digital marketing Health Public Our social media work is driven are based on advocating for and experts among its Raleigh, N.C. by insight, imagination and initia- communicating on behalf of not headquarters and New York City, Relations Group tive. We start by carefully listen- only individual brands and com- Los Angeles and Tampa offices. ing to what consumers are saying panies, but entire industries includ- FWV is home to one of the na- 450 West 15th Street about our client’s brand and com- ing those in food and beverage, tion’s top digital services practices. Suite 700 New York, NY 10011 petitors across social platforms. construction, health and science, A leader in launching award-win- 212/229-8400 Then, we identify the key brand media, professional services and ning, results-driven marketing Fax: 212/229-8496 differentiation and develop dig- nonprofit organizations. Our capa- campaigns, FWV executes mul- www.inventivhealth.com/PR ital strategies that meet business bilities as a single source for digital tifaceted digital and social me- [email protected] objectives with measurable ROI. and brand asset development, pub- dia initiatives to drive sales and Twitter: @inventivPR We develop eye-catching content lic relations, issues management marketing objectives including blog: blog.inventivhealth-pr.com and paid media strategy and put in and event promotion, enable us to valuable, relevant lead generation place a unique concierge approach provide creativity and consistency Who we are: The global public and fan growth, as well as stimu- to community management that while delivering results. Our client relations group of inVentiv Health late product trials, influencer and puts the consumer at the center. programs flow from ideation, strat- helps launch brands and build the targeted audience awareness and This high-touch approach ex- egy and positioning through to on- reputations of companies work- conversions on behalf of some of tends to our newest service — line media, social communities and ing to improve human health. Our the world’s foremost companies DEQ Evaluation. Kaplow offers traditional media. teams create communications that and brands, including: Wrangler clients a unique look at their Dig- enhance brand perception, drive en- Jeans, Fleet Feet, Riders by Lee, ital Emotional Quotient, providing gagement, activate behavior shifts, NATHAN, Calligaris Home Fur- a comprehensive evaluation of L.C. WILLIAMS & and deliver on the bottom line. nishing, Moe’s Southwest Grill, their real-time relationship with With an integrated approach to ASSOCIATES Pendleton Whisky, Tweetsie Rail- consumers in comparison to com- communications, inVentiv Health road, Wilmington and Beaches petitors, as well as strategies for Public Relations Group includes 150 N. Michigan Avenue CVB (N.C.), NC State University improvement. This enables brands Suite 3800 four agencies — Allidura Con- and the International Gemological to positively impact the metrics Chicago, IL 60601 sumer, Biosector 2, Chamberlain Institute (IGI). most meaningful to them. 312/565-3900 Healthcare PR and Chandler Chic- Comprised of a team of special- While Kaplow continues to Fax: 312/565-1770 co Agency — that offer best-in- ists in audience insight, user expe- evolve in the digital space, the agen- [email protected] class capabilities spanning public www.lcwa.com rience, interactive marketing and cy will always be known for having relations, digital and social media, facebook.com/LCWATeam online media planning, our digital the consumer in mind, first and fore- medical and scientific education, twitter.com/LCWATeam marketing experts help clients bet- most. Our roots are in storytelling; and research and analytics. ter understand, navigate and utilize our vision is for the future. Kim Blazek Dahlborn, President The broad scope of inVentiv existing, new and ever-changing Digital/social clients: CEW, The and CEO communications platforms. Capa- Health Public Relations Group is Children’s Place, CVS/Pharmacy, Shannon Quinn, Executive VP - bilities include: integrated research powered by inVentiv Health, a glob Franciacorta, No Nonsense, Shise- and strategy; online communica- al provider of best-in-class clinical ido, Skype, Vitamin Shoppe, and Social media is no longer a tac- tions planning; creative web devel- development and comprehensive Warner’s. tic; rather it’s an integrated part of opment including website design, commercialization services. almost every public relations and online video and interactive adver- KELLEN communications plan. It’s essential tising; social media content cre- KAPLOW to consider the wide array of social channels as vehicles to reach a de- ation; word-of-mouth, social and New York, NY viral marketing campaigns; SEO; 19 West 44th St., 6th Floor sired audience. 212/297-2100 L.C. Williams & Associates programmatic, paid online, social New York, NY 10036 www.kellencommmunications.com and search advertising. FWV has 212/221-1713 (LCWA) offers expertise in so- established and continues to main- [email protected] Washington, D.C. cial architecture designed to make tain authoritative brand presences www.Kaplow.com 202/591-2440 an impact on business goals and on both mainstay and emerging so- objectives. We build customized, Liz Kaplow, Founder and CEO Chicago, IL well-rounded campaigns that make cial platforms including Facebook, 630/696-4000 Twitter, Instagram, LinkedIn, Pin- For more than two decades, Ka- the most of social channels and terest, Snapchat, Google+, Vine, plow has been changing conversa- Atlanta, GA spur audiences into action. From YouTube, Tumblr and more. tions and helping consumers fall in 404/836-5580 building buzz via online activations FWV has achieved significant love with our clients’ brands. Our to leveraging available channels results on behalf of its clients, in- holistic programs for world-lead- Joan Cear, Senior VP to inspire, reinforce messages and cluding establishing companies ing companies fuel consumer con- Rick Cristol, President establish brand leadership, we ap- Jill Hronek, Director proach the social landscape with a and brands as online and social versations wherever they occur. Debra Berliner, Senior VP authorities in their respective in- Kaplow was built on authentic critical eye toward business impact. dustries and lifestyles; providing storytelling, and that has never One of the greatest threats in Of course, in social media, listen- fans and brand loyalists online been more relevant than today social media is the perception that communities for engagement with when brands are speaking directly you don’t listen to your audience. each other on meaningful topics; to consumers. Our creative ideas At Kellen, we help you address _ Continued on page 26

24 APRIL 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION

Profiles of Social Media PR Firms

Aljolynn Sperber is Marketing Maven’s (L-R) Christopher Freitas, Program Mgr., U.S. Dept. of Energy, Washington DC, Commissioner Director of Social Media. Harold D. Williams, Maryland and Sarav Periasamy, President & CEO, PERI Software, a MAYO client, at the NARUC Conference in Sacramento, CA.

L.C. WILLIAMS & ASSOCS. strategy that outlines measurable MAYO Communications, a full sion (NARUC) social media cam- goals and benchmarks. Content service PR firm based in LA since paigns neutralized any interference _ Continued from page 24 and context are key to success- 1995 with offices in New York, with new business allowing com- ful social media campaigns and San Diego and Buenos Aires, AR. pany to grow from $50 million to ing is just as important as talking. we provide the Call-to-Action to MAYO PR offers social media, $80 million and from 700 to 1,000 Our reputation management capa- reach your target demographic. blogging, Facebook, Google+ ac- employees. The world’s largest bilities rely on monitoring, mea- Successful social media cam- count setup services, analytics, smart-grid technology company suring and minimizing negative paigns go beyond strategy. Prop- maintenance and reputation man- also started a School of Engineer- chatter to keep conversations fo- erly managing the follow-through agement services. Our clients are ing, which prevents H1 visa over- cused on the positive. of your social media campaign is B2B, B2C and social cause plat- loads. MAYO produced 10+ corp. Our staff is immersed in social crucial to building brand ambassa- forms and have included Today video interviews weekly on PERI. media and considered leaders in dors. We offer A/B testing, social I Can Do Anything, Hollywood, At MAYO Communications, “We the industry, participating in educa- media advertising, social listen- CA with a line of apparel with don’t guarantee media, we just Get tional sessions, contributing “how ing (identifying competitive share an inspiration message. MAYO It!” ™ to” articles to our agency blog and of voice, sentiment analysis, and also provides on camera media managing daily interactions on be- key influencers), content devel- training. Our clients and services MWWPR half of clients American Academy opment, social media customer include government, smart grid of Sleep Medicine, Boise Paper, service, influencer engagement, technology, utility companies, First Alert, Lehigh, Oster Profes- 304 Park Avenue South live-event coverage, manage viral nonprofits, celebrity charity and New York, NY 10010 sional, Snow Joe, Trex and more. campaigns, promotions, page de- Fortune 500 corporations. 212/704-9727 velopment as well as analytics on MAYO also brands startups, per- www.mww.com Marketing demographics, reach and engage- forms product launches, represents [email protected] ment. musicians, actors, directors, reality Maven Marketing Maven is 8(a) certi- TV shows and TV dramas. MAYO Mitzi Emrich, Chief Social Media Strategist fied by the U.S. Small Business produced a Social Media Cam- Los Angeles Headquarters Administration, Women’s Business paign for PERI Software company Customers are more informed, 310/994-7380 Enterprise (WBE), has WOSB sta- based in Newark, NJ with offices in connected and active than ever — tus with the government and DBE, China. Mayo also developed and 135 East 57th Street, 4th Floor and they have the tools and moti- New York, NY 10022 CUCP and CPUC certification. implemented the first Global social vation to take control of their in- Phone: 212/967-5510 crisis communications and repu- teractions with brands. As a result, www.MarketingMavenPR.com MAYO tation management and marketing they no longer want to passively plan for PERI Software Solutions, receive news — they want to be Lindsey Carnett, CEO & Pres. COMMUNICATIONS Inc. US DOL fined PERI nearly part of the story and share their [email protected] $5 million for H1 Visa violations own views in unique and personal Natalie Rucker, VP of Business 7248 Bernadine Ave., 2nd Floor (later reduced to $680K). Intense ways. Development West Hills (L.A.), CA 91307 Online marketing, communica- [email protected] Enter MWWPR, one of the 818/340-5300 tions, SEO tactics and social media world’s top global independent 818/618-9229 buried negative forum comments agencies — we know how to nav- John Krisiukenas, Managing publicity@mayocommunications. Director, NY and media coverage, saving the igate the biggest social networks com smart grid technology industry [email protected] www.mayocommunications.com or the smallest niche communities leader from a devastating loss of for our clients. Successful social Marketing Maven is an expert Aida Mayo, President business. The National Assn. of marketing and engagement strat- at developing a solid social media George McQuade, VP Regulator and Utilities Commis- egies are rooted in brand immer-

26 APRIL 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Social Media PR Firms sion, detailed information gather- by Great Place to Work® and For- ing, consensus building, and brand tune. value definition. In a time when Our love of what we do com- organizations are defined by com- bined with years of deep category munities of enthusiasts, voices of experience shape our work. We detractors and influential voices engage audiences on every level both on-and offline, we harness the and set your brand apart. And we power of digital and social strate- do all this to help your bottom-line gy, compelling content creation and build your business. So get in and distribution, great design and touch. We’re all ears. continuous measurement to build movements that make your brand QUINN Matter More™ to the stakeholders that matter most. 48 West 38th Street, Penthouse Our team brings together story- New York, NY 10018 tellers, brand specialists, commu- 212/868-1900 nity managers, paid media inno- www.quinn.pr vators and analysts who work in [email protected] synergy with creative designers, marketers, and public relations 407 Lincoln Rd Miami Beach, FL‎ 33139 experts. Our collaborative spirit 786/600-3954 means we deliver compelling pro- grams that engage stakeholders in Florence Quinn, President unexpected ways, bolstering repu- Direct: 212/868-1900 x223 tations and boosting bottom lines. Ashton Kutcher helped Quinn promote Polished Man, the anti-sexual We have a brand-first approach abuse campaign, with a post to 1.5 million. to social media. Customer service Peppercomm, aside, social media should amplify Inc. and underscore the brand. Brand dog-friendly message. One fan rbb standards should not be sacrificed wrote “I want to take my poodle to 470 Park Ave. South for engagement. People want a that nice hotel.” Communications 4th Floor North brand to maintain its magic, its 4. Other Brands: Partnerships New York, NY 10016 mojo. If you lose that, you lose with other brands are also im- 355 Alhambra Circle, Suite 800 212/931-6100 your customer. portant. Our VBT Bicycling and Miami, FL 33134 [email protected] Here are Six Ways to Elevate a Walking Vacations campaign 305/448-7450 www.peppercomm.com www.rbbcommunications.com Brand via Digital- and Social Me- with Talbots reached the retailer’s dia: Steve Cody, Co-CEO and 2-3 million email subscribers six Christine Barney, CEO Co-Founder 1. Blogazines: Blogazine is times, was promoted to Talbot’s Lisa Ross, President Ed Moed, Co-CEO and Co-Founder a term we crafted to describe a 372,000 FB followers and on its Tina Elmowitz, Executive Vice Ted Birkhahn, Partner & President blog with swag. Copy, design and website that receives 100,000 President Ann Barlow, Partner & President, images must be “on brand” at all unique daily visitors. It was also John Quinn, Executive Vice West Coast times. For Zemi Beach House’s promoted in 495 Talbot stores and President Deborah Brown, Partner & Man- blogazine, an Anguillan photogra- 4.9 million catalogs. It resulted on aging Director pher shoots photos that we bank. rbb Communications is an in- Jacqueline Kolek, Partner & Man- over $100,000 in VBT bookings in tegrated marketing firm and four- A blogazine gives us content we just one month. aging director can distribute via social media, as time Agency of the Year recog- Maggie O’Neill, Partner & Manag- 5. Facebook Advertising: We nized for its fresh communications, ing Director well as through traditional media use online advertising to drive rev- and paid platforms. It also turns a business insights and strategic enue. To increase gift-card sales thinking. The agency’s bilingual Peppercomm is an independent- brand into a media platform, a key for Guerlain Spa New York, our ly owned 20-year-old integrated strategy for generating opportuni- staff understands the intricacies of Facebook ad campaign doubled working with professional service communications and marketing ties with other brands. the spa’s fan base and spiked gift- agency headquartered in New 2. Celebrities: Celebrities are clients in diverse industries such card sales by a dramatic 68% in- as accounting, banking, human re- York with offices in San Francis- special partners in the social me- crease in a month. co, Boulder and London. Helping dia space. When Ashton Kutcher sources, insurance, legal, logistics 6. TripAdvisor: Since most and real estate, among others. clients see around the corner and responded to our request to help travel brands do not have a place determine what’s next sets Pepper- us spread the word about Polished The firm is recognized for creat- for online customer reviews, Tri- ing campaigns that blend strategy comm apart from other integrated Man, his post about the global an- pAdvisor is the go-to for com- communications and marketing ti-sexual abuse campaign became and creativity with traditional and ments. Keep responses real and new media tools to support clients’ firms. It enables us to push bound- visible to his 1.5-million fans. “on brand.” If rankings are low, aries while mitigating risk for 3. Influencers: Digital-and-so- business goals, position corpo- fix what is broken on site rather rate leadership as subject matter clients in financial services, con- cial media influencers are an than “playing the game.” Our cli- sumer, B-to-B and multi-industry ever-growing tribe. The photos experts and thought leaders, and ent Adele Gutman and the Library enhance brand awareness through sectors. from our Instagrammers’ dinner Hotel Collection are the TripAdvi- Our unique approach and dy- put Del Frisco’s in front of 2.5 strategic partnerships and commu- sor masters; people are crazy about nity initiatives. namic workplace attract the best million foodies. The evening the hotels. talent who, in turn, help us win was also covered in The Wall As the Champion of Break- Our social media campaigns out Brands, rbb’s staff delivers and retain the best clients. While Street Journal. When we invited have won major awards, including we’ve won countless awards, Boo, the World’s Cutest Dog, for award-winning creativity, media the coveted PLATINUM AWARD relations, strategic counsel, launch we’re most proud of being named a sleep over at an Affinia hotel in (Best of the Golds) at the annual, Best Place to Work in New York exchange for Facebook posts, we black-tie HSMAI Awards (the Os- City by Crain’s New York Business reached Boo’s 6-million Facebook cars of Travel). and a Best Workplace for Women fans (now 17.5 mil) with Affinia’s _ Continued on page 28

ADVERTISING SECTION | WWW.ODWYERPR.COM | APRIL 2016 27 Profiles of Social Media PR Firms

builds in-house to social and re- RBB COMMUNICATIONS al-world activations across all exist- _ Continued from page 27 ing channels, including paid media. Our breadth of expertise includes managing social communities, de- campaigns, digital and social me- veloping mobile apps, creating pro- dia, reputation management and gressive digital tools, implementing results/analytics. In addition to geolocation and gamification, -de professional services, other spe- veloping meaningful and engaging cialty practices include consumer content, identifying and building products/services, health, sports relationships with key digital influ- & entertainment, travel & leisure, encers, and utilizing both big and B2B and higher education. Find little data. Additionally, we have out how rbb can help your brand extensive experience working with breakout by visiting www.rbb- clients on internal engagement pro- communications.com or call rbb grams which includes development president Lisa Ross at 305/448- of enterprise-wide collaboration 7457. platforms. Our capabilities also in- clude a dedicated health and well- ness digital offering to help clients Ron Sachs, President/CEO and Michelle Ubben, Partner and COO. RUDER FINN navigate the regulatory complexities of engaging with patients via digital 301 East 57th Street channels. Blending traditional PR SPECTRUM New York, NY 10022 and digital expertise, Ruder Finn 212/593-6400 Schneider SCIENCE www.ruderfinn.com takes a holistic approach to helping www.rfistudios.com clients create meaningful content, Associates COMMUNICATIONS bringing their story to life digitally Kathy Bloomgarden, CEO and optimize the potential to go vi- Member of the Worldcom Public 2001 Pennsylvania Avenue, NW Michael Schubert, Chief Innova- ral. Relations Group Second Floor tion Officer 2 Oliver Street, Suite 402 Washington, D.C. 20006 Scott Schneider, Chief Digital Boston, MA 02109 202/955-6222 Officer SACHS 617/536-3300 www.spectrumscience.com Maryann Watson, President, RFI MEDIA GROUP [email protected] Studios www.schneiderpr.com 7 World Trade Center 250 Greenwich St 114 S. Duval St. In today’s hyper-connected world, Joan Schneider, Chief Executive New York, NY 10007 Tallahassee, FL 32301 all communications are social. As Officer & Founder 850/222-1996 one of the first agencies to establish Phil Pennellatore, President 675 Ponce de Leon Avenue NE an in-house digital practice — RFI Fax: 850/224-2882 Suite 8500 www.sachsmedia.com Atlanta, GA 30308 Studios — in 1999, Ruder Finn has Facebook.com/SachsMedia Since 2004, SA has been a leader a longstanding heritage and exten- Twitter.com/SachsMediaGrp in social media, digital influence sive experience in leveraging dig- and engagement. We are constant- Robert Oquendo, EVP, Digital and Creative Strategy ital and social platforms to engage Sachs Media Group is a leader in ly evolving our social advocacy Justin Kohut, Director, Digital key stakeholders. With RFI’s global building effective outreach, aware- and digital influence practice to Insights and Brand Strategy team of strategists, storytellers, de- ness and marketing campaigns, and help clients navigate the shifting signers and technologists in New is routinely ranked as one of the top landscape and harness the organ- Spectrum is at the intersection of York, China and San Francisco, we 100 public relations firms in the na- ic impact of powerful social net- science and storytelling. Our inte- use a multichannel approach to tailor tion and among the top PR firms in works that complement paid and grated digital team ensures access and optimize stories across earned, Florida. As an integrated communi- owned media. to the right resources focused on an social, owned and paid channels cations firm, we have broad capabili- At SA, our fully integrated ap- insights-driven approach that fos- to meaningfully engage with the ties, including award-winning public proach starts with building listen- ters media interest and end-user en- end-user. relations, public affairs, web and ing programs, refining messaging, gagement to create game-changing At RFI Studios, digital strategy graphic design, social/digital media curating content, identifying and conversations. isn’t just social. We create integrat- and video production. engaging influencers, developing We understand audiences and ed platforms for mobile, social and Sachs Media’s digital division creative and compelling program how to move them. Our experienced .com as a means to enhance strategic matches expert knowledge of the concepts, and cultivating conver- teams carefully dissect conversa- digital storytelling, build engaged social arena with top-quality im- sations that build relationships and tions using advanced social intelli- communities, activate audiences plementation. As the social web foster advocacy. We help brands gence techniques to find meaning and provide meaningful metrics to gets more congested every day, we stand out in social media and use and context. We leverage our un- measure success and return on en- provide results that break through digital technologies to grow busi- derstanding of these interactions to gagement. We marry data-driven and reach optimal audiences. Our nesses from start-ups to Fortune develop communication strategies insights, to make sure our stories team has worked with hundreds of 500 companies. that advance the client’s mission — connect, with influencer mapping, to brands across the country to create Schneider Associates is a from the web to the wire. By ask- ensure we’re reaching the right peo- premium social media experienc- full-service public relations and ing the right questions that lead to ple through the right channel. We are es, earning top industry accolades integrated marketing communi- meaningful results, we build com- anchored in rigorous user experience along the way. Whether creating cations agency specializing in pelling content-focused initiatives research and execute (and re-cali- new social communities from Launch Public Relations®, a pro- for clients, powered by the com- brate) based on real-time metrics. scratch or utilizing existing outlets, prietary method of launching new munity at large. From blockbuster With a consistent focus on digital the Sachs Media team understands and revitalizing iconic products, drugs to breakthrough vaccines to content and strategy, Ruder Finn and the best means for creating an en- services, companies, institutions everyday consumer products and RFI Studios provide clients with gaging digital experience. and communities to build aware- everything in between, Spectrum is a range of differentiated offerings At Sachs Media Group, the dif- ness, excitement, and sales. Visit privileged to share science stories from our ability to create digital ference is results. www.schneiderpr.com. with the world. 

28 APRIL 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION People in PR

JWT hired WPP firm Finsbury for cri- Kane named PRSA Podesta ramps up PR sis PR support in wake of the lawsuit. The ad agency also retained law firm Proskau- Comms. Chief astie Afkhami, Senior VP for Social@ er Rose to conduct a review of Johnson’s Ogilvy, has joined Podesta Group PR claims. Johnson, who is seeking unspeci- aura Kane, Senior VP and Global Head Has Senior VP and Director of Digital fied punitive and compensatory damages, of Media Relations for Marsh, has as the Washington-based public affairs firm is currently on leave from the firm. Ljoined PR Society of America as Com- ramps up its digital and PR operations. Martinez, who was appointed JWT CEO munications Chief. Podesta also tapped Principal David in 2015, released a statement soon after the She replaces Steph- Marin as Managing Principal of its PR unit, lawsuit’s filing in which he denied Johnson’s anie Cegielski, who which the firm said allegations. Martinez stated that “there is stepped down last has tripled in revenue absolutely no truth to these outlandish alle- summer after two over the past five years. gations and I am confident that this will be years. Cegielski had Marin, who has pushed proven in court.”  replaced Arthur Yann, Podesta into analytics, who died while serving has led campaigns for as VP of PR of the So- Laura Kane the golf industry We Besanceny to take top ciety in 2013. Are Golf and CrossFit, Kane reports to among others. WalMart PR post PRSA CEO Joseph Truncale and take the Hastie Afkhami Afkhami started out rian Besanceney, a top communica- title of Chief Communication Officer, a at Booz Allen Hamil- new title at the trade group. tions and public affairs exec for The ton and Emerson Human Capital Consult- Walt Disney Company, is moving to Kane led Corporate Communications at  B ing before moving to Ogilvy in 2011. insurer Aflac and was Senior VP of Com- Walmart as Chief Communications Officer munications at the Metro Atlanta Chamber for the retail giant. of Commerce. Ingram succeeds Besanceney, who is slated to join the Ben- She earlier worked in media overseeing tonville, AK-based company on April 1 as a e-commerce at ABC-TV and consulting Martinez as JWT CEO Senior VP, will report to Corporate Affairs for Japan’s NHK.  Chief Dan Bartlett. ustavo Martinez has resigned from He is a Bush administration alum, hav- his post as J. Walter Thompson Com- ing seved as Deputy PR Council picks Gpany Chairman and CEO, following a Chief of Staff to Sec- lawsuit filed by agency COO Erin Johnson retary of State Condo- Ghazaii as VP that alleged Martinez engaged in lewd and leezza Rice, working inappropriate behavior. Tamara Ingram, public affairs in the ndustry trade association the PR Council WPP’s Chief Client Team Officer, has now Dept. of Homeland Se- has named Sara Ghazaii Vice President been appointed Martinez’s successor. curity during the Bush Iand Communications Director. Ingram, who has held administration, and Ghazaii arrives at the the Chief Client Team Comms. Deputy for the Council from academic Officer role since 2015, White House. He was Brian Besanceny and medical industry was previously Presi- also a Hill Aide to Rep. consortium the New dent and CEO of WPP’s Rob Portman (R-OH). York Genome Center, Team P&G group. Prior Besanceney joined the Walt Disney Co. in which she joined in to that she was Group 2009 as VP of PA.  2014 and most recently Executive VP and Man- served as Communica- aging Director at WPP tions and Events Direc- Sara Ghazaii unit Grey Group, and Tamara Ingram Ozernoy named News tor, leading the center’s was group CEO at IPG marketing, branding, Corp. Comms. head subsidiary McCann communications and digital media efforts. Worldgroup. Ingram assumes her new po- Ghazaii previously worked at MSLGroup ews Corporation has appointed Ila- sition as JWT CEO immediately. na Ozernoy the media giant’s newest North America, where she was Senior Ac- WPP Global Business Development Di- count Executive and was charged with de- NDeputy Head of Communications. rector George Rogers, meanwhile, will Ozernoy was Chief of Staff to New York veloping PR and marketing plans, as well succeed Ingram in the role of WPP Chief as managing events and sponsorships. mayor Bill de Blasio’s legal counsel, where Client Team Officer. she was responsible for managing political Prior to that she was an Account Execu- Ingram’s new role follows the bombshell tive at Lou Hammond & Associates, and and strategic work, as well as supervising March news that a lawsuit had been filed that unit’s staff of attorneys and analysts. also fielded corporate communications in New York federal court by JWT Chief for global healthcare company Novartis. Ozernoy succeeds Daisy Dunlop, who Communications Officer Erin Johnson served a three-year stint at the multination- At the PR Council, Ghazaii will oversee against the agency due to inappropriate re- editorial and media output, including the al media corporation’s New York headquar- marks allegedly made by Martinez. ters, arriving in 2013 before being appoint- Council’s blog and website. Additionally, JWT parent company WPP on March 17 she’ll lead the direction of the Council’s ad- ed Deputy Communications head in Feb. announced that Martinez has resigned by 2015. Dunlop has since returned to her na- vocacy outreach and will handle event “mutual agreement” from his post at the in- management and research.  tive UK, where she now takes the role of PR ternational marketing agency. Chief for News Corp’s U.K. operations. 

ADVERTISING SECTION | WWW.ODWYERPR.COM | APRIL 2016 29 FEATURE 16 tips for successful satellite media tours A satellite media tour remains an effective public relations tactic that can generate high-quality results that matter to your clients. of SMT bookings and conversations with media professionals tell us this: for a stan- By Alex Hinojosa dard tour with the main target of television bookings, we recommend 8 a.m. to noon MTs in 2016 are vastly different than pelling topic or talent can be particularly Eastern. Radio Media Tours book best be- they were 10 years ago. Today, across challenging. Luckily, there are integrated tween 7 a.m. and 11 a.m. Eastern. Internet Sthe PR services spectrum, it’s all about media tactics we can still use to get quality Media Tours book best when done between the PESO — the Paid-Earned-Shared- coverage. 11 a.m. and 2 p.m. Eastern. There are always Owned model — and the same is true for Rethink settling on “Co-op” satellite exceptions to these rules, especially when it an SMT. media tours. Co-op satellite media tours comes to athletes and Because things have changed so much, typically feature three to five brands that a celebrities. we’ve gathered our experienced team of TV, spokesperson presents over the course of a Pick a location set radio, Internet and PR experts together to themed segment and are usually conduct- over a studio, if pos- get their takes on what makes a mega client ed as a result of budget restraints. There is a sible. Television is a win. Here are 16 tips for successful satellite better solution if you’re considering a co-op visual medium. Pro- media tours to keep in mind before you tour! Thanks to technological advances and ducers are always in- plan your media tour, which can dramati- the PR industry’s embracing of PESO, a co- terested in an SMT cally increase the opportunities for big cli- op media tour solution that better accom- staged at a visually ent wins. modates your client’s budget while deliv- appealing location Make sure your spokesperson didn’t ering a better ROI should limit the tour to that lends itself to your Alex Hinojosa do an SMT last month. This can directly two parties to maintain message integrity. spokesperson’s topic. impact the number and quality of book- Understand the decision making pro- Over the last year and ings for your tour, and it’s a more common cess in newsrooms. Whether they work in a half, we’ve staged satellite tours from the problem than you might suspect. Make sure a TV, radio, print or Internet newsroom, Winter Olympics in Russia, Yellowstone you ask your spokesperson or their agent if the editorial decision-makers you want National Park, Walt Disney World and the they’ve been featured in a media tour in re- to reach need to know why their particu- Super Bowl. But if you’re discussing some- cent months. lar audience will be interested in your cli- thing like lawn care, have your spokes- Optimize the time you have with your ent’s story. Thus, a good media alert, tweet person do it from an attractive lawn. If it’s celebrity. A common error we see is pay- or phone pitch should boil down to a few about car care, do it from a repair garage. ing a spokesperson for eight hours and only concise, compelling sentences. Something When we stage media tours from locations, getting five or six hours of actual service, that looks like a branded keyword-packed we always take things like weather, permits, which can result in hundreds of thousands press release will only hurt media interest. and travel into account. of lost media impressions for your client’s Remember, the objective is to book the in- Don’t rule out satellite media interviews messages. In any contract with your talent, terview. Your spokesperson will deliver the from foreign countries. If you are consid- be sure to specify that the hours you pay for messages during the interviews when the ering a satellite tour staged in a foreign are exclusively for publicity appearances. real audience you want is paying attention. country, know that it is eminently doable. Things like make-up and hair, or travel to Branding on set should be limited. Load Thanks to satellite and digital technology, and from the location, are not part of those up the set with branding and watch pro- the world is small now, at least from a com- hours. ducers cancel the interviews they booked. munications stand point. But you also have Never underestimate the importance This happens because those producers can to know the ropes because things are often of b-roll for your SMT. TV and digital are see your satellite feed before they get to much different in other parts of the world. both visual mediums. Pictures are critical the interview. It’s the best way to kill what Be prepared for the broadcast news when producing a compelling SMT seg- otherwise would be a successful tour. One industry standard: Live to Tape inter- ment. Good, compelling video helps tell brand mention and one brand visual are views. When KEF staged its first tour 25 your story and will get your story aired. acceptable. If you have a client who insists years ago, all of the interviews were live. Without it, a news producer is left with a on more than that, we can offer alternatives While a good pitch will always get attention, talking head. This is especially important that will deliver what your client wants to live interviews are now almost exclusively for any taped interviews. You want your see. reserved for celebrities and all-star athletes. segment to be memorable. Without it, it Leave enough lead-time to execute a For everything else — lifestyle, medical, fi- could be forgotten on a shelf. tour. Ideally, four to six weeks is sufficient. nancial topics — today’s commercial sensi- If possible, avoid television sweeps This often includes the agency account tive news producers overwhelmingly like to months. Television real estate is always at a team consulting with us to determine the tape their interviews to see and hear what the premium, and that’s especially true during best tour tactics, topics, talent, timing and message will look like. Then, those taped in- sweeps months — February, May, July and location. Of course, things aren’t always terviews air within a few days. What are the November — when Nielsen measures au- ideal. We’ve produced and executed satel- odds of your taped interview airing? Excel- diences to help TV networks and local sta- lite media tours in as little as a few days and lent! If a producer commits their anchors’ tions set advertising rates. This matters to delivered excellent results. and crew members’ time to taping your seg- you because television media are especially Encourage your client and spokes- busy during sweeps. Earned media inter- person to agree to the best interview views during sweeps without a truly com- time window. An analysis of two years _ Continued on next page

30 APRIL 2016 | WWW.ODWYERPR.COM 16 TIPS FOR SMTs Utilizing social media _ Continued from page 30 _ Continued from page 20 media and what influences the press is news, ment, it’s because they like the topic and ex- Don’t forget to be present because people are talking about it. Televi- pect to air it. The popular phrase, “if you build it, they sion producers are influenced by headlines Look for a hook. Timely, topical news will come” does not work in the case of being tweeted by the news, which helps them de- hooks ensure media coverage so you should social. Brands need to get conversational and termine whether or not a certain story is sa- always be on the lookout for a hook. For ex- be consistent with the content they push. They vory enough to be broadcasted to a national ample, if your client makes portable electric need to use data and analytics to understand audience. The chatter from social media, or generators and the National Oceanic and what their audience wants to see. Companies social media journalism, is news because it Atmospheric Administration just predicted need not only have a social media presence but is what the public is discussing and wants to an unusually high number of hurricanes this also need to be present to get noticed. share. So be there. season, there’s your SMT news hook. Media Does the news actually cover the news or Aljolynn Sperber is Director of Social Media also love surveys and studies relevant to the what people want? What’s shared on social at Marketing Maven.  interests of the average viewer, listener or reader. For example, if your client sells golf balls, commission a survey to determine the SOCIAL LISTENING _ Continued from page 18 reach, shares and volume; and top influenc- 10 worst gifts to give dad for Father’s Day ers, the key individuals that emerge as dom- and then stage the tour at a golf course the Some important metrics to analyze are inating the social landscape. Tracking and Wednesday before Father’s Day. share of voice, a percentage of branded con- engaging these influencers can help brands Don’t get ripped off. We often wonder versations within the entire conversation dramatically extend their message. how some of our competitors can charge so sphere; sentiment, a measure of positive, A social listening strategy doesn’t neces- much for a satellite tour and deliver so little negative or neutral conversation; volume, sarily have an ending point. Communica- by way of results. They can get away with the total number of mentions distributed by tions pros can gain insights into conversa- it because they know the agency represen- channel and frequency; top keywords, a list tions, influencers, brand impact and much tatives often don’t know what questions to of words, phrases and hashtags mentioned more by applying a “test and learn” filter to ask. We’re always looking to partner with most frequently; network analysis, the reach innovate based on the real-time findings our clients and partners don’t take advan- of individuals contributing to the conversa- that are uncovered. tage of one other. tion; key conversations, the summary of the Lindsey Goebel is Director of Social Media & Expand your target markets. “We want conversations with the largest impact on Content Marketing at Crosby Marketing.  New York, Los Angeles, Chicago and it’s not a success unless we see those.” We’ve heard that many times and we’ll tell you straight up, for most clients, earned satellite media tour interviews in major markets is a fan- tasy. Clients should remember that even celebrities have trouble getting booked on local market TV programs in New York and L.A. That unknown podiatrist from She- boygan you hired to talk about foot odor prevention products has no chance. The smart scenario is to target as many markets as possible. We want eyeballs and ears, after all. But clients often insist on major mar- kets, so that’s one of the reasons we offer news packages guaranteed to air in those markets that typically don’t book SMTs. Evaluate your bilingual spokesperson options. Whenever possible, have an En- glish and Spanish speaking spokesper- son. Spanish-language media is the fastest growing in America, and people who speak Spanish also want to hear your client’s mes- sage. Bilingual spokespeople can be a great way to penetrate the tougher top 10 DMAs, especially in LA, Dallas and Houston. We’ve seen earned interviews increase 50 percent in some situations. This is also a good time to have two spokespeople — one English, one Spanish — who can rotate in and out of one chair on set during your Spanish SMT. Alex Hinojosa is EVP of Digital and Mar- keting Media at KEF Media. 

WWW.ODWYERPR.COM | APRIL 2016 31 FEATURE Science news, courtesy of Hollywood’s A-list

Broadcast news excels at telling patients’ stories. By borrowing Here are a few whose science or math pro- some tricks from the movies, however, these programs could also clivities have been well documented in the bring science stories to life. celebrity press: By Sara Jane Baker Natalie Portman: BA from Harvard, two papers published in science journals. f anyone doubts that TV news shows and cancer). More and more of them are James Franco: math nerd, one-time intern know how to cover health, CNN’s recent also showing up in television commercials. at Lockheed Martin, now pursuing a PhD in Ireport on breast cancer patient Chrissy Disease advocacy and product pitches are English at Yale. Turner should settle the matter. The story, just two of the many roles these talented in- Mayim Bialik: neuroscience doctoral less than three minutes long, aired on Nov dividuals can play. work at UCLA before playing a neurobiol- 27, a few days before Turner underwent a Jurassic science ogist on “Blossom” and mastectomy at the Huntsman Cancer Insti- Every film buff and self-identifying nerd science nerd on “The tute in Salt Lake City. can conjure up a movie scene where science Big Bang Theory.” In the interview at her home, the patient shines through. Maybe it’s the rebellion of Mission possible seems anxious but composed — like so HAL (the Heuristically programmed Algo- But what, exactly, many women in similar circumstances. But rithmic computer) in “2001: A Space Od- would we be asking there’s a difference here: Chrissy is eight yssey,” or one of the pitch-perfect re-enact- these celebrities to years old. Wise beyond her years, she looks ments in “Apollo 13” or “A Beautiful Mind.” do? Without any ex- into the camera and talks about her illness. Then, there is the classic genetics tutorial act precedents in TV “I hope I can fight it off,” she says. I chal- in Stephen Spielberg’s first “Jurassic Park” health news, it’s hard to lenge anyone to watch this story with dry movie when scientists played by Sam Neill, know what the newfan- Sara Jane Baker eyes. Laura Dern and Jeff Goldblum watch an an- gled broadcast segments As a person who once pursued a career in imated film within the film. would be, but we have some idea what they TV journalism, I can tell you TV news has Narrated by Mr. DNA, this animation would look like. Think of your favorite sci- no peer when it comes making us feel em- explains how creatures that have been ex- ence scenes in movies “The Martian,” “In- pathy. The results are generally less spectac- tinct for million of years can be cloned from terstellar” or “The Imitation Game.” All it ular when the subject is difficult-to-fathom DNA in traces of blood from mosquitoes really takes is good writing, good material, medical science. But I believe there’s a solu- trapped in ancient amber. This clip could be and star power. tion. What if TV news shows could borrow used today in a class on cloning — and it It’s true that individuals on our A-list don’t some of the tricks and tools Hollywood uses probably is. work for peanuts, and struggling TV news to make these challenging elements more My point is, cloning is an important med- programs don’t have Hollywood-style bud- appealing? By doing this, the shows would ical technology, laid out in an amusing, edi- gets. But money isn’t the only thing actors elevate our national conversation about sci- fying way by masters of the craft in Jurassic think about. Many have earned plenty, and ence and boost viewer engagement. Park. Maybe, royalties permitting, Mr. DNA some are admirable philanthropists who Amazing confections could help a newscaster explain this science understand the idea of mission. If they’re One example that recently caught my eye the next time cloning or de-extinction is in looking to give something back to society, was a scene in the Oscar-nominated film the headlines. moonlighting as science ambassadors for “The Big Short.” Actress Margot Robbie Master explainer modest fees may fit the bill. sits in a bubble bath, glass of champagne The actor who blazed trails in this type of There is one other caveat: actors, unlike in hand, and explains the complexities of exposition is Alan Alda. For more than a professional journalists, have no training in mortgage-backed securities. Okay, she isn’t decade, he played Chief Surgeon Hawkeye how to avoid biased reporting, conflicts of talking about engineering chimeric antigen Pierce on CBS’s TV show “M*A*S*H,” then interest, breaches of privacy or plagiarism. receptor T cells to attack cancer. But the top- spent 12 years as host of the science-themed Learning about these pitfalls isn’t brain sur- ic is equally wonky, and the scene succeeds TV show “Scientific American Frontiers.” gery. And, come to think of it, brain surgery in bringing viewers pleasurably up to speed. After that, Alda helped create the Center is something our versatile movie stars prob- Robbie’s cameo and the way it’s presented for Communicating Science at Stony Brook ably could have pursued while studying at — she breaches the “fourth wall” and talks University. The program taught scientists — Harvard, Yale or UCLA. directly to the audience — turns out to be what else? — how to think like actors. Plenty of professionals find their voices a perfect device, both for drama and peda- If Alda is willing to work so hard on be- as journalists when the opportunity arises. gogy. Could TV news shows pull this off? If half of science communications, sometimes Harvard professor and surgeon Atul Gawa- they packaged the segment with humor and on a volunteer or “not for much profit” ba- nde writes for The New Yorker, and econ- panache, I don’t see why not. sis, maybe other gifted actors might do the omist Paul Krugman has a column in the In fact, to communicate hard science, TV same. Maybe broadcast news could enlist New York Times. If these individuals can do news could incorporate almost all the ingre- movie stars in the not-yet-invented role of it, why not the most brilliant actors of our dients Hollywood uses to cook up its amaz- Master Explainer for complex medical de- day? With help from Hollywood, broad- ing confections. I don’t think TV audiences velopments. casters could continue to tell moving stories would balk at the use of movie stars. We al- The candidates that spring to mind are about patients and the science would be ready have a soft spot for celebrities who are known for very different roles. And I con- equally thrilling. authentic and passionate disease advocates, fess, I haven’t asked any of them what they Sara Jane Baker is Senior Manager of Me- such as Michael J. Fox (Parkinson’s disease) think (though if I get the chance to walk the dia Relations at Chamberlain Healthcare PR, and Angelina Jolie (BRCA gene mutations next red carpet, I’ll be sure to bring it up!) part of inVentiv Health. 

32 APRIL 2016 | WWW.ODWYERPR.COM

O’Dwyer’s guide to VIDEO & BROADCAST FIRMS

Artisan nutrition, entertainment, publish- D S Simon Cormick are an extremely effec- ing, finance, tech — our producers tive public relations machine. Production partner with you to find the most Media They were key in getting my 4th House effective story to tell. Our close, book, “Exposed: The Secret Life enduring relationships with the 229 West 36th St., 9th Floor of Jodi Arias” on The New York New York, NY 10018 110 East 25th Street media result in the highest quality Times bestseller list. They have a bookings. Our creatively designed 212/736-2727 massive contact list and great rela- Neuehouse, 2nd Floor Fax: 212/736-7040 New York, NY 10010 cost-effective production pack- [email protected] tionships with TV, radio and print 347/351-4804 ages increase brand awareness, @DSSimon media. Also, they are just fun to Vimeo: vimeo.com/artisanproduc- reaching influencers and targeted work with! Two really nice guys tionhouse audiences in prime media markets. 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We create brand content ed Media Tours; Partner and Co-op award-winning viral video produc- www.kefmedia.com that resonates with your audience, Media Tours; Media Training; So- tion and content distribution cam- Twitter: @kefmedia fb.me/kefmedia keeps them engaged and brings cial Media Campaigns; Webcasts paigns. D S Simon Media’s unique value to their lives. Our innate un- and Live Streamed Interactive approach to communications and Kevin E. Foley, Founder &CEO derstanding of story relevance and Events; Video, Audio, Multimedia brand marketing has been awarded Yvonne Hanak, Co-President personal relationships with TV News Releases; B-Roll Packages; a trademark by the U.S. Govern- Linda Buckley, Co-President Audrey Kelsey, EVP, Executive Producers and media influencers PSAs. ment called PRketing®. Producer throughout the country gets your Established in 1986, the compa- Alex Hinojosa, EVP, Digital, Mar- story heard. We’ll help you deliv- ny’s headquarters and HD Broadcast keting, Media er your messages seamlessly and CISION studio are in New York with offices with style utilizing our high-end at The National Press Building in In 2016, KEF Media proudly production capabilities (including 130 E. Randolph St., 7th Floor Washington, DC, Los Angeles, Chi- marks its 30th anniversary as the film-style shooters and graphic de- Chicago, IL 60601 cago and Houston. Its award-win- most trusted name in broadcast and signers). Artisan’s in-studio & on 866/639-5087 ning video blog www.vlogviews. digital media services delivering location satellite junkets include [email protected] com receives more than 150,000 innovation, integrity and verifiable quality bookings that are actually www.cision.com hits per month. 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34 APRIL 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Video & Broadcast Firms transparent billing. Radio media tours with consum- We also offer satellite media er product messages have includ- tours, co-op media tours, B-roll, ed Best Western’s “Fall Travel,” Internet media tours, customized American Cancer Society’s “Know in-market media days, radio media Your Options,” and “College Fi- tours, radio news releases, print nancial Aid” for Discover. Our media pitching and placement, client roster includes AbbVie, corporate video, Spanish-language Genentech, LifeScan, Medtronic, media outreach, and much more. St. Jude Medical, UPS Store, For- As an industry pioneer that de- est Labs, ACH Foods, Novartis, veloped many of the techniques MetLife, Medline, Dole, Pedigree, widely used today, a lot of our Mars M&Ms, Kraft, Coca-Cola competitors mimic what we do and and Campbell’s. We share long- a number of them have gone out of term agency relationships with Al- their way to hire our former em- lison+Partners, Burson-Marsteller, ployees. Edelman, FleishmanHillard, GCI, So we like to ask, why work with Golin, Hunter, Ketchum, Ogilvy, a knock-off when you can hire the Porter Novelli, Ruder Finn, Taylor, original? Weber Shandwick and Zeno Group. MediaTracks has also produced and MediaTracks syndicated the 40-segment Merck “Milestones in Medicine” nation- KEF Media enlisted international movie star Pierce Brosnan for its Communications al radio series and “A Healthier client, Mouth and Foot Painting Artists, an association of 800 disabled World,” a weekly national radio painters around the world, to help raise awareness for the organization. 2250 E. Devon Ave., Suite 150 feature for Pfizer, Inc. The actor is pictured here with MFPA artist, Mariam Pare’, who pre- Des Plaines, IL 60018 847/299-9500 sented Brosnan a painting she did of him in his iconic James Bond role. [email protected] News Data The B-roll shot of their meeting was distributed by KEF Media, reaching www.mediatracks.com Service a broadcast and digital audience of more than 400 million. Shel Lustig, President 29 Hopkins Rd. [email protected] STRAUSS MEDIA Reed Pence, VP www.premieretv.com Plainfield, NH 03781 STRATEGIES, INC. Each week, radio reaches 265 www.newsdataservice.com. 708/949-8407 Shayne Fraeke, CEO million listeners. That’s 93 percent 529 14th St., N.W., #1163 of the total U.S. population. We [email protected] For more than 25 years, PRE- Twitter @newsdatasvc Nat’l Press Bldg. want them to hear your story. For MIERETV has delivered excep- Washington, DC 20045 more than 25 years, MediaTracks Dave Vergin, VP, Sales & Business tional broadcast publicity and video 202/638-0200 Communications has worked with Development production services throughout the Fax: 202/638-0400 PR and marketing professionals to U.S. and across the globe. We pride [email protected] craft clear, engaging messages that News Data Service (NDS) pro- ourselves on providing peerless www.straussmedia.com get heard on air and online to sup- vides clients and monitoring ser- quality, unyielding professionalism Richard Strauss, President port your brand. As producer and vices premiere broadcast televi- and superior customer service. 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ADVERTISING SECTION | WWW.ODWYERPR.COM | APRIL 2016 35 w Profiles of Video & Broadcast Firms ORDER THE ONLY PRINTED DIRECTORY OF PR FIRMS! O'Dwyer's is the #1 source for

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36 APRIL 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION 36 APRIL 2016 | WWW.ODWYERPR.COM Professional Development The anti-PR presidential candidate throwaways about walls, immigrants, unfair By Fraser Seitel the moniker stuck, and the Bush campaign trade partners and the other guys’ lobbyists. was doomed. When he described Rand Paul Trump’s debate performances are similar- t’s now inevitable. Despite the great trepi- as a “spoiled brat,” the once hopeful candidate ly bereft of substance and preparation. The dation of Republican leaders and reason- quickly faded from the line of fire. “common folk” apparently couldn’t care less if Iable-thinking people everywhere, Donald Indeed, Trump’s withering assaults on his their candidate is embarrassingly unprepared. Trump will be the Republican nominee for opponents has tied most of them in knots, Don’t ask for trouble President. forcing them, ultimately, to join the Trump- Public relations advisors will counsel to And one of the greatest losers in this most ster in the personal attack cavalcade. steer clear of topics that might come back to improbable presi- Has it worked? Ask Ben Carson, a candi- bite you. Never introduce a view on a contro- dential campaign in date Trump savaged as a potential psycho- versial subject, the advice goes, particularly American history is path, who now is so concerned about “staying if your remarks might be used against you in the practice of pub- relevant” he is supporting Trump. light of future action. lic relations. Do your homework Here again, Trump just doesn’t care. For the past nine Perfecting a public relations strategy takes He said a protestor should “be punched in months, Trump has time and attention. Political PR advisers reg- the mouth,” and a few days later, his support- rejected public re- ularly drill their candidates on key points and ers did exactly that. Trump’s provocations have lations orthodoxy, messages on the most essential issues they now resulted in more aggressive protestors disdained PR coun- will face in debates and interviews. and heightened security presence at rallies. sel and run rough- Trump — either because he isn’t bright, or is On this past Sunday’s talk shows, Trump shod over its tradi- Fraser P. Seitel has lazy or just doesn’t care — spurns preparation. was quick to volunteer that he needed to de- been a communications tional principles. In His stump “speeches” are free-form narra- fend himself against the possibility of “being consultant, author and spite of this — or tives that generally cover the topics of why the hit by a tomato.” Had he a public relations teacher for more than maybe because of media are untrustworthy, why nobody should 30 years. He is the au- advisor, of course, the candidate would have it — the Donald vote for the other guys, why the cops and se- been told to not even mention that projectile thor of the Prentice-Hall is one vanquish- text, The Practice of curity detail are doing a great job, what the possibility. Public Relations. ing-Hillary Clin- event’s protestors are doing and what should So, if you’re headed for the next Donald ton-step away from happen to them and occasionally, a few Trump rally, duck!  the White House. Here are just a few of the tried-and-true public relations requisites that the loudmouth promoter has exuberantly violated. Always take the high road Savvy public relations advisors will coun- sel their clients to resist getting down in the mud with their adversaries. “If you can’t say something nice about someone, don’t say it” is a common PR counselor’s refrain, for the simple reason that one’s own reputation will be aided if he or she stays above the battle but soiled if one starts slinging mud. The Trump principle, by contrast, is sling baby sling! On Carly Fiorina: “Look at that face. Would anyone vote for that?” On Barack Obama: “The worst President in American history:” On Robert DeNiro: “I like his acting but ... we’re not dealing with Albert Einstein.” And the result of Trump’s journey along the low road? He has given hope to all those Spiro Agnew “silent majority” voters who have had it with political correctness. Never badmouth the competition Public relations advisors typically advise cli- ents to steer clear of commenting on competi- tors and confine their remarks to what they’re doing and not what the competition isn’t. The political equivalent of this rule was Ron- ald Reagan’s 11th commandment that “Thou shalt never denigrate a fellow Republican.” Trump, of course, lives to bad mouth the competition. And it has worked marvelously to his advantage. When he branded Jeb Bush as “low energy,”

WWW.ODWYERPR.COM | APRIL 2016 37 OPINION Financial Management Understanding the bolt-on acquisition

By Richard Goldstein internal controls, but are usually excellent executive, possibly improve their bottom ast month’s column discussed value operating companies with good customer/ line and reevaluate a potential deal in a year billing versus hourly billing. I have a lot client relationships. or so. Lmore to say on this subject, however, The owners of bolt-on acquisitions are The bolt on deal structure this month I want to move into a discus- usually looking to move the administrative Before I provide what the deal structure sion of the bolt-on and corporate management so they can fo- could look like, I have to preface my com- acquisition. cus on operations and customers. This is ments by saying I am not an M&A special- The merger and why private-backed platform companies or ist and do not offer M&A services to PR acquisition market corporate buyers with the infrastructure in firms. I do, however, assist buyers and sell- is heating up. Larg- place can be a perfect fit. Given the lack of ers in tax structuring and acquisition. Both er transactions in- infrastructure at these companies, buyers buyers and sellers need to seek out profes- volve a transaction will usually pay a lower valuation multiple sional advice! that is based on a — and in most cases no valuation multiple Assume a PR firm’s revenue for 2015 multiple of EBIT- — for a bolt-on than they would for a plat- was $300,000, had owner compensation of DA with an earn- form company. $125,000 and overhead of $100,000, leav- out provision. This Three ways the PR field is changing ing a pretax profit of $75,000. It would be type of acquisition According to Rick Gould, managing part- difficult for the firm to grow organically Richard Goldstein is structure does not ner of Gould + Partners, the PR market is due to lack of capital and infrastructure. a partner at Buchbind- er Tunick & Company work well for a frothy. In the last year, numerous agencies Using traditional PR pricing methods, the LLP, New York, Certified smaller transac- have acquired PR firms. According to Rick, firm may be worth $300,000 — one times Public Accountants. tion. For example, the surge is likely to continue well into this revenue — or $300,000 using a four mul- assume your agen- year. Whether you are a buyer or seller, tiple on $75,000 if, in fact, any of these cy is a $2.0 million there are three trends about the market to methods would even be applicable. This agency with good but not great organic keep on top of. may not be very enticing to a larger agen- growth year on year. Also assume you have New buyers in the mix. In the past few cy and not be enough money for the firm’s a desire to increase your revenue in the dig- years, as the economy got off its back, owner to sell. ital space but have limited resources to do many new PR agency buyers have emerged. Another agency approaches the firm to this. You may want to acquire a digital firm These buyers include other PR firms — and do a bolt-on transaction. Instead of using with $300,000 in revenue and a talented even advertising agencies — but also digi- the traditional way of acquiring a firm, this business owner that can help you grow this tal shops and private equity players. Many agency offers a bolt-on transaction. The sector. A bolt on acquisition may just be a firms that previously could not acquire for deal could look like this: offer the firm’s good business move for your agency. growth have built up their war chest. Gould owner a base salary of $250,000-$275,000, What is a bolt-on acquisition? stressed the key for new buyers are they a $50,000 signing bonus, and a 15 percent Bolt-on acquisitions are usually small- now have the “down payment” for the seller commission on legacy business for three er companies with very little financial and firm (and the operating profits from the ac- to five years and a 10 percent commission administrative infrastructure. They are typ- quired firm will pay for the rest of the sale). for new business generated for one to three ically operated by the company owner and More bolt-on deals. To maximize net years. The firm now has a completive com- have hit a tipping point where they cannot revenue growth and profitability, more and pensation structure with upside potential, grow anymore due to lack of capital scale more buyers are looking for the bolt-on no longer has to worry about capital and or management expertise. They may have deal, or acquisitions that fill a void within infrastructure, and can focus totally on unsophisticated financial systems, IT and the portfolio yet dovetail nicely with exist- expanding the parent company’s business. ing services. In the PR precincts, bigger is This is a possible win-win for all parties. better. When buyers do bolt-on deals they While the payment to the firm is taxable, PR news brief are usually building higher multiples, get- the deal is 100 percent deductible to the Sherwin-Williams, Valspar ting new talent and providing a depth of parent company. A side benefit to acquir- services, such as digital. Acquiring digital ing the firm is acquiring a talented agen- engage PR help in $11.3B deal assets puts the agency in a different league cy owner and possibly a talent pool that Sherwin-Williams and Valspar have engaged out- among potential suitors. it could not easily locate or hire. Another side PR counsel in S-W’s $11.3 billion move on its Multiples are down. According to Rick, benefit to the buyer is the fee paid to the rival. an overflow of sellers translates into lower M&A advisor. Usually the M&A fee to Sard Verbinnen & Co. is supporting Cleve- multiples paid by buyers for sellers look- acquire an agency is an upfront retainer land-based Sherwin-Williams. Bob Wells, Senior VP ing to exit. Part of the trend is generation- against hours and a success fee. The bolt-on of Corporate Comms. and Public Affairs, heads S-W’s in-house unit. al. Older baby boomers may be ready for is different. The fee structure will still re- Valspar is working with Joele Frank. Kemberly a new phase in life and are eager to sell. quire an upfront retainer, albeit lower than Welch is VP of Comms. for the Minneapolis-based But if they cannot get a decent price they in a larger deal, against hours. Rather than coatings giant. may need to put a sale on hold. Prospective a success fee, a percentage of owner com- S-W’s $113-per-share, all-cash offer is a 41% pre- mium on Valspar’s shares over the month of March. sellers, who still have the energy to oper- pensation paid by the buyer to the owner of S-W president and CEO John Morikis called the target ate and are in good health, may decide to the acquired agency is charged by the M&A “an excellent strategic fit.” He sees $280 million in wait. These sellers will have to build their advisor. Bottom line is the cost to acquire a “annual synergies” within two years. infrastructure, cultivate their number two “micro” firm can be significantly lower.

38 APRIL 2016 | WWW.ODWYERPR.COM Guest Column Sure to happen on TV

By Arthur Solomon if the Red Sox had lost, Boston would have practice of pretending to have new infor- not recovered? Ridiculous. mation during a fast-breaking story, even here are many things about television Similarly, after the horrific 9/11 attack, as all the anchors and field reporters report and radio newscasts I don’t like, the New York sportscasters — and sports the same facts. Tforemost being what passes for cov- writers — lauded the Mets’ Mike Piazza’s After growing up with the likes of erage lacks the details compared to news- game-wining home run at Shea Stadium Cronkite and Morrow it’s easy to spotlight papers like the as an important part in rallying the city, as CNN’s Wolf Blitzer as an example of why New York Times, if every New Yorker lives and dies with the it’s best not to take serious comments made Wall Street Journal, Mets. As a life-long New Yorker who com- by today’s newscasters. Several years ago he Washington Post muted to the city every day after 9/11, I can said of basketball TV analyst Charles Bark- and USA TODAY. attest to the reality of the hype behind the ley, “He’s a real genius,” because Sir Charles For the most storied home run. The “era of good feeling” was correct about a basketball prediction. part, television among people because of the home run was And on Feb. 20, when reporting on the news is similar to a fantasy. People of different colors would Democratic caucus in Nevada he said, “... watching extend- eye each other suspiciously. Everyone who now let’s get some serious analysis.” So, all ed sound bites. set down their packages for a moment was the hundreds of hours of previous analysis And when politics looked at as a possible terrorist. by CNN’s supposed experts were a waste of are being covered, Political TV reporting holds a special viewers’ time?” Arthur Solomon, a the host often lets place in the journalism Hall of Shame. Too often TV reporting resembles social former journalist and senior vice president/ their guests spout Coverage resembles the movie “Ground- media. And that’s a major problem with senior counselor at half-truths or out- hog Day,” as pundits repeat the same hum TV news and commentary today: The race Burson-Marsteller, is right lies without drum “analysis” dozens of times a day, all to be first often means the race to first be a frequent contributor challenging them. day, 365 days a year. The coverage is usual- wrong. Intelligent TV — except for C-Span’s to public relations and (Perhaps because ly limited to opposing views from partisan book interviews and weekend American sports business publi- cations. politicians would spokespersons echoing candidates’ talking history lectures — is an oxymoron. What- refuse to appear on points or stump speech talking points. Or, ever was left of intelligent commentary on the shows if their interviews are conducted with think tank TV, like David Suskind’s “Open End”, and statements were challenged by the hosts? “experts” without the hosts telling the view- “The David Susskind Show” and William And without politicians providing the free ers the tankers’ philosophy, giving viewers F. Buckley’s “Firing Line”, was killed by the talent there would be no programs?) the impression that they are listening to un- popularity of silly grade school-like TV sit- While reading quality newspapers are biased “experts.” coms and the advent of the 24/7 cable pro- necessary to get the entire story, watching The nadir of political coverage occurs on gramming. What passes for intelligent TV news on television assures viewers of one election or primary days, as the pundits, today are the British imports on National thing: boilerplate comments from anchors. whose track record for being correct equals Public Television — whose management A host is sure to tell a reporter, “good job,” those of racetrack touts, try to explain probably would have sided with England even if the news has first been reported in the what every victory or defeat of a candidate during the Revolutionary War — which, morning radio programs and newspapers. means for the next election. in reality, are run of the mill soap operas During a breaking news story that has One aspect of TV news reporting that is and mysteries with English accents. Also reporters working around the clock, the most laughable is what I refer to as the “Pro- leading to the dumbing down of America’s host will be sure to say: “Our team has mote The Star Treatment.” That consists of TV and radio offerings are the analysis of been working without stop throughout the uprooting the read-the-news anchors from sports commentators, some of whom have night,” as if they are the only ones that have New York or Washington and sending them rap sheets. to pull all-night stints during emergencies. to breaking news hot spots, giving the false I’ve been a news junkie ever since I can “We have learned” is an oft-heard mis- impression that they can uncover informa- remember and served as a reporter and leading comment that gives the impression tion that would be unavailable to the regu- editor for several years prior to joining the of exclusive information, even though every lar correspondents in the area who have the international public relations firm Bur- other news outlet is reporting the same story. contacts. Perhaps that’s not so surprising, son-Marsteller, where I played key roles Most of the time, incorrect reporting considering the news is now delivered like in significant national and international is never mentioned. When the wrong in- a reality show. sports and non-sports programs and trav- formation is broadcast during a breaking Groundbreaking, in-depth reporting by eled worldwide with high-ranking foreign news story, the excuse given is often, “we Walter Cronkite regarding the Vietnam government officials as a media advisor. have our sources and sometimes, early in- War on his CBS Evening News special re- Watching the early morning TV shows was formation we receive is wrong.” Maybe new port, or Edward Murrow’s World War II a must for roadrunners like me. Now, on sources would correct that problem. radio reporting from London — and his most days, they’re a waste of eyesight. TV producers are always on the lookout subsequent TV special about the exagger- The shortcoming of TV news reporting for “feel good” stories. One of the most ri- ations of communism in the U.S. govern- can be summed up with what anchors of- diculous that I remember was in 2013 when ment by Sen. Joe McCarthy — have not ten say to a guest: “Here’s an important the Boston Red Sox won the World Series. been matched by our current lineup of TV question. What’s your opinion of what’s The boilerplate TV report became how the reporters, despite the many years that have happening in the South China Sea?” Before Red Sox players inspired the city to recover passed. The one facet of current report- the guest can respond, the anchor adds, from the Boston Marathon bombing. And ing to which TV can claim expertise is the “You only have 10 seconds.” 

WWW.ODWYERPR.COM | APRIL 2016 39 WASHINGTON REPORT Justice Dept. sues to block LA Times, OC Register deal

he US Justice Department has sued to block the Los Angeles Times’ acquisition of the Orange County Register. T The Justice Dept. filed an anti-trust suit seeking a temporary restraining order a day after L.A. Times parent Tribune won an auc- tion for the assets of bankrupt Freedom Communications, parent of the Register. The Justice Dept. contends Tribune would acquire a virtual mo- nopoly over news in the region as it would account for 98 precent of newspaper sales in Orange County and 81 percent of English-lan- Manafort was founding Partner of Republican lobbying power- guage newspaper sales in Riverside County. house Black, Manafort & Stone, which he left in 1996. That firm “If this acquisition is allowed to proceed, newspaper competition — later renamed Black, Manafort, Stone and Kelly — is now part will be eliminated and readers and advertisers in Orange and River- of Prime Policy Group, a subsidiary of WPP’s Burson-Marsteller. side Counties will suffer,” said Assistant Attorney General Bill Baer. Manafort is currently senior partner at Davis, Manafort and “Newspapers continue to play an important role in the dissemination Freedman. That firm is led by Rick Davis, who was national cam- of news and information to readers and remain an important vehicle paign manager for John McCain’s 2008 presidential run. for advertisers.” Manafort made headlines when he worked as an advisor for the Tribune said it will fight the suit and suggested the government’s parliamentary election campaign of Ukrainian prime minister justification is outdated. Viktor Yanukovich, who later became that country’s president. Ya- “The [Justice Dept.] is living in a time capsule, with a framework nukovich was removed from his post in early 2014. that predates the arrival of iPhones, Google, Facebook, and modern The New York Times posited that Trump has brought in the sea- media outlets that are killing the traditional newspaper industry,” soned strategist to help him sweep up the remaining delegates Corporate Comms. Director Dana Meyer said in a statement. needed to secure his position as the Republican party’s presidential Tribune on March 17 won the auction for Freedom, agreeing to pay candidate, as well as to prepare for a potential showdown in July $56 million in cash for its assets (including the Register and Press-En- at the Cleveland Republican National Convention, where many of terprise) and real estate in Santa Ana and Riverside, Calif.  Trump’s detractors within the GOP are still hoping for a contested convention.  Cram becomes HDMK partner PhRMA enlists Fed Health Counsel ulie Cram, a PR agency alum and Republican communications strategist, has joined HDMK in Washington as a Partner. otomac, MD-based healthcare lobbying and policy firm Federal J HDMK is a full-service Republican PR Health Counsel is representing industry trade giant the Phar- and media strategy firm led by Bush-Cheney Pmaceutical Research and Manufacturers of America in Capitol PR alums Terry Holt and Trent Duffy. Founding Hill for health and insurance related policy issues. Partners Chad Kolton and Jim Morrell are now Federal Health Counsel will specifically aid PhRMA on issues in- with Blueprint Communications. volving drug benefit coverage as they relate to exchange plans under Cram had been running her own shop since a the Affordable Care Act. The firm will also represent the pharma- stint as Senior VP at DDC Advocacy. ceutical trade group on coverage and reimbursement issues under She was a former Director of PA at Bur- Julie Cram Medicaid and Medicare’s drug benefits, and issues involving the FDA son-Marsteller after serving various PA and regarding that federal agency’s regulation of drugs and biologics, as communications roles in the George W. Bush administration and well as industry user fees. campaign, including Deputy Assistant to the President and Director Handling the PhRMA account is Howard Cohen, who was formerly of the public liaison, and Director of PA at the International Trade chief health counsel for the House Energy and Commerce Committee. Administration. Health Net Inc., Amgen Inc. and the American Psychiatric Associ- She was a PR deputy for the Bush-Cheney re-election in 2004 and ation are former Federal Health Counsel clients.  held a similar role at the Republican National Committee. Cram was  also VP of Corporate Communications at TerreStar Networks. Walker Comms. Director to WE

Trump hires Manafort oceyln Webster, Communications Director for Wisconsin Gov. Scott Walker, is leaving the statehouse for a VP slot at residential hopeful Donald Trump has enlisted veteran lobby- JWE Communications in Bellevue, Wash., the former Wag- ist and political PR consultant Paul Manafort in an effort to gener Edstrom. Plock up his delegate lead in the Republican primaries, accord- Walker has Jack Jablonski, a Deputy in the state’s Dept. of Reve- ing to a March 28 report by the New York Times. nue, as Deputy Chief of Staff for Communications. Longtime Republican strategist Manafort served as coordinator Webster departs on April 15 after four years with the high-pro- for Ronald Reagan’s 1980 presidential campaign, and later advised file conservative governor of the Badger State. She was previously the presidential runs for Sens. Robert Dole and John McCain, as Comms. Director for the state’s Dept. of Administration and man- well as the successful campaigns of George W. Bush and George aged public affairs for 7-Eleven. She was also a Comms. Deputy for H.W. Bush. New Jersey Gov. Chris Christie’s campaign. 

40 APRIL 2016 | WWW.ODWYERPR.COM International PR News

porate Practice Chair, told O’Dwyer’s. “We’ve been advising compa- Weber works to Open Cuba Shop nies regarding Cuba for many years in anticipation of change. Interest has dramatically risen with the Obama administration’s new policy lobal PR agency Weber Shandwick in March announced it has towards Cuba and we look forward to continuing to help our clients obtained a license from the U.S. Department of the Treasury, navigate this complex political and economic landscape, which we Gthereby granting the Interpublic unit permission to pursue know well.” opening an office in Cuba. Weber officials in March confirmed with O’Dwyer’s that the agency When complete, that shop’s induction would represent one of the doesn’t know at present when it would be able to break ground on its first U.S.-based marketing services firms to establish a ground pres- planned Havana shop. Spring in a statement said its goal is to open an ence in the Caribbean nation. office “as soon as it is legally permissible.” The recently obtained Treasury Department license, authorized by the department’s Office of Foreign Assets Control, gives Weber Shandwick permission to participate in the transactions needed to Sanitas supports Tavárez Mirabal establish an office in that country, which has seen a marked improve- ment in U.S. diplomatic relations in recent years due to efforts led ashington D.C.-based public affairs, communication and by President Obama. Those renewed diplomatic ties have stirred de- political advisory shop Sanitas International, LLC has been mand from U.S. companies expressing interest in establishing a Cu- Whired to represent Dominican Republic independent poli- ban foothold. Both countries in 2015 inked a deal to reopen embas- tician Minou Tavárez Mirabal, who is running for President in that sies in their respective capitals. country’s 2016 general election. Weber Shandwick now has permission from the U.S. government to Tavárez Mirabal, who previously served as DR Deputy Foreign employ staff, market its services and open and maintain accounts at Minister, was later elected to that Hispaniola-based country’s parlia- Cuban financial institutions. ment, for which she has served since, and is also the committee Presi- The agency in a statement said it now plans to embark on discus- dent of non-profit international network Parliamentarians for Global sions with the Cuban government for the purpose of securing the Action. She is the daughter of revolutionaries Manolo Tavarez Justo further permissions needed to open and operate a shop that serves and Minerva Mirabal, the latter of whom was killed in 1960 along clients in that country. Weber Shandwick has since submitted an ap- with her two sisters by Dominican Republic dictator Rafael Trujillo’s plication with the Cuban government, and is currently awaiting invi- Military Intelligence Service secret police unit. tation for an official visit with Cuban authorities. Tavárez Mirabal is currently the leading candidate to succeed the The agency said it would seek to establish a presence in Cuba’s cap- Dominican Republic’s current President, Danilo Medina. ital, Havana. According to Foreign Agents Registration Act documents, Sanitas “For us, having an early presence on the ground in Havana is an will provide political strategy for Tavárez Mirabal and her campaign important step as we provide support to our clients who are interested and will also work to secure principal media interviews in interna- in entering the market,” Micho Spring, Weber Shandwick Global Cor- tional media outlets.  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.

Brand South Africa, Princeton, NJ, registered Mar. 21, 2016 for Brand South Africa, Basiqa, Johannesburg, South Africa, to undertake marketing and communication activities to manage and positively influence perceptions about South Africa amongst targeted audiences and drive awareness of South Africa as a competitive destination.

Mercury Public Affairs, LLC, Washington, D.C., registered Mar. 16, 2016 for Embassy of Republic of Turkey, Washington, D.C., for representation relating to potential claims under treaty, U.S. law, and/or international law held by the Republic of Turkey against individuals and/or entities in the U.S. Global Vision Communications, Washington, D.C., registered Mar. 15, 2016 for Taiwanese Civil Government, Taiwan, for PR services to include pro- duction of a video, op-ed and press releases.

BGR Government Affairs, LLC, Washington, D.C., registered Mar. 15, 2016 for Center for Studies and Media Affairs at the Saudi Royal Court, Al Riyadh, Saudi Arabia, to provide PR and media management services, including traditional and social media forums.

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. Brownstein Hyatt Farber Schreck, LLP, Washington, D.C., registered Mar. 23, 2016 for VirtuStream, Inc., Bethesda, MD, to raise awareness of unique software solutions to assist the Department of Veteran Affairs and veterans in achieving more efficiency in scheduling medical appointments.

Greenberg Traurig, LLP, Washington, D.C., registered Mar. 21, 2016 for Hyundai Motor Company, Seoul, Korea, to monitor legislative and adminis- trative action related to labor, trade and tax issues.

Carroll & LaDier, PLLC, Washington, D.C., registered Mar. 23, 2016 for 3M Cogent, Washington, D.C., regarding biometric entry and exit, visa waiver program and immigration reform.

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