Communications & New Media Feb. 2016 I Vol. 30 No. 2

Special Affairs R & Public ental P Environm Public affairs and real estate development R challenges Environmental crisis in a digital age Why tech innovation means new P And more! PR’s role in sustainability

PR for energy and petrochemical firms

Why cyberattacks put more than data at risk R firm February 2016 | www.odwyerpr.com How to hire a P

Vol. 30, No. 2 February 2016

EDITORIAL Why cyberattacks put Flint’s water crisis requires more more than data at risk than just solid PR. The threat of a cyberattack should 6 19 be considered in every organiza- Publicist Resigns Amid tion’s communications program. Harassment Allegations 19 A known music publicist has stepped down from his agency fol- 8 lowing numerous claims of sexual Environmental Crisis misconduct. pr in the Digital Age Good crisis planning in the energy Nasdaq Launches 20and environmental arena. New IR Platform Nasdaq has unveiled Nasdaq IR Insight, the next generation 8 platform for financial executives GUARDS battles WiFi and investor relations pros. from space Battling to launch and replace 24 24thousands of satellites to provide www.odwyerpr.com the PR practitioner’s worldwide Internet service. role in sustainability Daily, up-to-the-minute PR news Sustainability has moved past merely being a trend, and is now 10 part of a necessary strategy. PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS FIRMS

innovationS present 26 new challenges RANKINGS OF ENVIRONMENTAL Firms who position themselves PR & PUBLIC AFFAIRS FIRMS with the right communication 12 31 strategies will find the most potential. WASHINGTON REPORT A pipeline to PR success 36 A fundamental change in the INTERNATIONAL PR energy and petrochemical landscape14 and how firms deal with the public. 37 EDITORIAL CALENDAR 2016 January: Crisis Comms. / Buyer’s Guide Public affairs meets February: Environmental & P.A. real estate development How a smart, advanced public columns March: Food & Beverage affairs campaign can enhance a 16 April: Broadcast & Social Media PR campaign in real estate. PEOPLE IN PR May: PR Firm Rankings 22 June: Global & Multicultural PROFESSIONAL DEVELOPMENT July: Travel & Tourism What to look for when 32 Fraser Seitel August: Financial/I.R. hiring a PR firm FINANCIAL MANAGEMENT September: Beauty & Fashion Hiring a PR firm to enhance your Richard Goldstein October: Healthcare & Medical communications efforts in regards 18 33 November: High-Tech to legislation. guest column 34 Mark Sableman December: Entertainment & Sports

ADVERTISERS 5W PR...... 5 Log-On...... 23 Peppercomm...... 15 Cerrell...... Back Cover Marketing Maven...... 7 Sachs Media Group...... 13 Cision...... 3 Moore Communications Group...... 9 Strauss Media Strategies...... 24 Davies Public Affairs...... Inside Cover Omega World Travel...... 25 inVentiv Health...... 17 PadillaCRT...... 11 TV Access...... 34

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; Fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s ISSN: 1931-8316. Published monthly. www.odwyerpr.com Daily, up-to-the-minute PR news EDITORIAL Public health should be focus of Flint crisis response he health crisis unfolding in Flint, Michigan, after toxic levels of lead were found in that city’s drinking water, is a tale of inept leadership, unfathomable government neglect, and a Tgross failure on behalf of state and local officials to inform and ultimately protect the public. EDITOR-IN-CHIEF Now that professional PR support has been called in to aid leaders’ mishandling of the incident, Jack O’Dwyer let’s hope those involved will do the right thing, and this crisis will be managed with a primary [email protected] focus on public health and education, coupled with a needed thematic component of account- ASSOCIATE PUBLISHER ability and admissions of wrongdoing. John O’Dwyer The incident has a complicated back-story. Emergency management hired by the state to aid [email protected] poverty-ravished Flint in 2013 approved a decision to save money by redirecting Flint’s water supply from the Detroit system to a cheaper interim source in the Flint River, while a new pipe- SENIOR EDITOR line would be constructed to connect Flint to Lake Huron. The river’s corrosive waters appar- Jon Gingerich ently caused lead to be leached from aging pipes in Flint’s delivery system, resulting in murky, [email protected] foul-smelling water. When residents complained, city officials responded with what can be char- acterized as polite indifference. State officials similarly dragged their heels before agreeing to test SENIOR EDITOR Flint’s water supply, though regional EPA officials warned that the methods employed by the Greg Hazley Michigan Department of Environmental Quality could render inaccurate findings. Meanwhile, [email protected] one EPA official in early 2015 alerted the agency to troubling findings in Flint’s water, but his ART DIRECTOR report went virtually ignored, and wasn’t made public until the end of the year. David Kniazuk In September, a study conducted by Flint’s Hurley Medical Center reported that average lead levels found in blood tests of Flint children had nearly doubled. The MDEQ, which in June had CONTRIBUTING EDITORS completed its Flint water study and concluded to EPA officials that the water was safe, dismissed Fraser Seitel those findings. Then, a September investigation conducted by the ACLU in concert with Virginia Richard Goldstein Tech researchers found Flint’s water to be “very corrosive,” with lead levels in some areas surpass- ing more than 10,000 parts per billion. (EPA standards mandate safe lead levels at or below only EDITORIAL ASSISTANTS 15 parts per billion.) Investigators also echoed the EPA’s earlier warnings that the MDEQ may & RESEARCH Chandler Klang Smith have utilized flawed testing that could make it appear as though Flint’s water was in compliance Caitlin Dullahan-Bates with federal EPA standards. Virginia Tech water quality expert Marc Edwards later said authori- ties’ actions reveal “a new level of arrogance and uncaring that I have never encountered.” ADVERTISING SALES The inevitable bureaucratic fallout ensued. Resignations were posted across the board: a Flint Sharlene Spingler public works director, a regional EPA administrator, and two MDEQ officials stepped down from Associate Publisher & Editor their positions. A class action lawsuit was filed against the state, and the U.S. Attorney’s Office [email protected] is now investigating the incident. Meanwhile, Michigan Governor Rick Snyder in October gath- ered $12 million to return Flint’s water supply to the Detroit system, and Flint Mayor Karen John O’Dwyer Weaver in December categorized the city a state of emergency, a designation backed by Snyder Advertising Sales Manager and President Obama, the latter of whom slated $5 million in federal funds to aid authorities. [email protected] More than $1 million has also been allotted for lead filters to be distributed to Flint residents, and O’Dwyer’s is published monthly for $60.00 the National Guard has been brought in to disburse bottled water. a year ($7.00 a single issue) by the Governor Snyder on January 19 publicly apologized to the residents of Flint, and the following J.R. O’Dwyer Co., Inc. day released 274 pages of governor’s office emails regarding the incident as a gesture of trans- 271 Madison Ave., #600 parency. That act may have done more harm than good, as the New York Times on January 20 New York, NY 10016. reported that those emails offered a damning indictment of the state’s baffling indifference on the (212) 679-2471 Fax: (212) 683-2750. issue, with government officials discounting Flint residents’ concerns, even comparing the city’s complaints to games of “political football.” © Copyright 2015 J.R. O’Dwyer Co., Inc. The governor’s office has now brought in top-shelf PR counsel to aid with the fallout, in the form of public affairs firm Mercury and Finn Partners executive Bill Nowling, who fielded com- Other Publications: munications for Detroit during that city’s 2014 bankruptcy. www.odwyerpr.com Snyder’s recent apology and transparency are steps in the right direction, but the damage has Breaking news, commentary, useful data- been done, both to Flint’s pipes and its citizens’ health. And while Flint’s water remains un- bases and more. drinkable, state and local leaders have sent equally corrosive messages to the citizens of Flint in O’Dwyer’s Newsletter their abject neglect: we will slash public services and leave residents to deal with the fallout; our An eight-page weekly with general PR agencies will suppress findings and pass the buck across municipalities when they’re discovered; news, media appointments and placement the wellbeing and safety of poor, majority-minority cities are insignificant when compared to opportunities. residents in our wealthy suburbs. O’Dwyer’s Directory of PR Firms Now that a PR salvo is underway, let’s hope communications strategies ignore officials’ profes- Listings of more than 1,250 PR firms sional reputations or messages redirecting blame and instead stress accountability and promises throughout the U.S. and abroad. to fix the situation. Own up to the negligence, concede that what the state and the region’s health agencies did was wrong, and list the steps being taken to repair this disaster. Answer why officials O’Dwyer’s PR Buyer’s Guide were slow to respond, admit that they left the city of Flint in incompetent hands and exhibited Products and services for the PR industry cavalier disregard for the health and wellbeing of its citizens, and promise to serve, promise to in 50 categories. help, promise to do something about it. At this point, the best public relations program will ad- jobs.odwyerpr.com dress Michigan’s myriad public failures.  O’Dwyer’s online job center has help wanted ads and hosts resume postings. — Jon Gingerich

6 FEBRUARY 2016 | WWW.ODWYERPR.COM

MEDIA REPORT Publicist resigns amid harassment allegations A known music publicist has stepped down from his agency following numerous claims of sexual misconduct. By Jon Gingerich Berru later released his own statement, eathcliff Berru, CEO of Los Ange- Cosentino, Tearist member Yasmine Kit- which was posted in full on January 20 by les-based Life Or Death PR, has tles, Bonnaroo coordinator Martika Finch, entertainment publisher Billboard. Hstepped down from his agency amid former MTV host Shirley Braha and PR “I am deeply sorry for those who I have of- numerous claims of sexual misconduct agency Danger Village owner Beth Mar- fended by my actions and how I have made made by clients and associates. tinez have since reported harassment by certain women feel. If I crossed the line Berru founded Life Or Death PR in 2008. Berru. of decency or respectfulness in situations The agency boasts a wide roster of popu- After news of Coffman’s experiences be- when I was drunk and under the influence, lar musical talent, including Cloud Noth- gan circulating, Life Or Death PR clients there is no excuse of course,” Berru stated. ings, D’Angelo, Earl Sweatshirt, GZA, DIIV, Wavves, Speedy Ortiz, DIIV, singer-song- Berru also said that he has struggled with Kelela, Killer Mike, Of Montreal, Health writers Kelela and D’Angelo all severed ties alcohol and drug addiction for some time, and Odd Future. with the agency. The band Wavves posted a and will be checking into a rehabilitation The firestorm of accusations began Mon- tweet featuring Donald Trump with a cap- facility. day evening, when Amber Coffman, sing- tion that read, “your fired!” (sic). When asked to clarify whether Berru still er and guitarist for Brooklyn-based band Life or Death PR on January 19 issued a maintains company ownership, blogging Dirty Projectors, posted a series of tweets statement, reporting that Berru has stepped site Jezebel on January 20 reported that the detailing an inappropriate encounter she’d down as CEO of the agency. agency said he is “no longer associated with experienced with Berru. Coffman also re- “Life or Death has a zero tolerance poli- the company in any way.” vealed that “many women have had scary cy for the type of conduct alleged in today’s Life Or Death PR President Nick Dierl stories about him for years but are scared on-line postings. We take these allegations announced on Twitter on January 21 that to speak up.” very seriously,” the statement read. “We are “There will be a new venture imminently Coffman’s accusations inspired other taking measures to ensure that the alleged that bears no ties to Heathcliff Berru or the women to share similar accounts regarding behavior did not, and will not, make its way Life or Death name.” unwanted advances made by the publicist. into company operations or impact our Queries to Life Or Death PR’s website now Singer-songwriter Chelsea Wolfe, singer commitment to promoting art and assisting result in a bare page featuring the words Roxy Lange, Best Coast member Bethany our clients.” “This website is under maintenance.”  Nasdaq launches new IR platform Nasdaq has unveiled Nasdaq IR Insight, the stock exchange’s next actions, we also believe the platform will allow financial executives to elevate their generation platform for investor relations pros. work by providing actionable intelligence By Jon Gingerich and market insights.” The launch marks Nasdaq’ first phase in asdaq has launched Nasdaq IR In- The platform also allows financial pros to wider rollout, as the stock exchange later sight, the stock exchange’s next gen- incorporate day-to-day workflow, plan plans to expand the platform’s technology Neration platform designed for finan- investor meetings and manage company and design across its suite of products.  cial executives and investor relations pros. events via tools that are linkable to Micro- According to Nasdaq executives in a soft products. Media news brief statement, IR Insight was built through an The new platform, which is being offered extensive collaboration process with IRO by Nasdaq subsidiary Nasdaq Corporate Al Jazeera America to cease clients and is designed to improve data in- Solutions, succeeds former platform Thom- operations telligence and enhance decision making in son One, which Nasdaq acquired in 2013 The U.S. cable news network belonging to Qa- the IR environment, by offering “an inte- when it purchased Thomson Reuters Corp’s tar-based broadcaster Al Jazeera on Jan. 13 an- nounced that it would shutter its U.S. newsroom, ceas- grated, contextualized view of those activ- IR, PR and multimedia divisions in a deal ing all U.S. news and digital operations by April 30. ities in an intuitive user interface.” worth a reported $390 million. The announcement was made during a staff meet- Described as a “one-stop hub” for finan- Nasdaq president and COO Adena Fried- ing. The U.S. network employs approximately 400. cial executives, IR Insight allows listed man said IR Insight would “greatly advance Politico reported that severance packages and out- placement services would be prepared for employees. companies to communicate quickly and ac- the ability for public companies to manage Al Jazeera, which is owned by the Qatar govern- curately, and enables financial executives to their investor relations efforts around the ment and is among the largest news organizations in monitor and analyze the markets, as well as g l o b e .” the world, established its U.S. presence in late 2012 companies’ and peers’ stock. “We have invested a significant amount of with its $500 million acquisition of cable news net- The platform features a customizable financial and intellectual capital to deeply work Current TV, which was co-founded by Al Gore. Poor ratings and dwindling profits hurt the cable dashboard allowing financial pros to hone understand what the senior executive suite news network, and in 2014 key staff resigned from in on variables affecting stock, offers sell- needs in terms of intelligence and work- their posts, and a series of lawsuits by former em- side analysis and contact data for buy-side flows to engage successfully with their in- ployees who alleged management engaged in sexual firms, and facilitates investor targeting by vestors,” Friedman said. “Not only do we discrimination and anti-Semitism. Al Jazeera said it has plans to expand its digital offering monitor outreach efforts and in- think that Nasdaq IR Insight will tremen- presence in the U.S. after its newsroom closes. sight into factors behind trading decisions. dously improve efficiency in investor inter-

8 FEBRUARY 2016 | WWW.ODWYERPR.COM

FEATURE What’s the PR practitioner’s role in sustainability? Though it’s taken a long time for sustainability efforts to go mainstream, a sizable cultural shift has occurred. Organizations developing integrated communication campaigns should now realize that sustainability has moved past merely being a trend, and is now part of a necessary strategy. By John Krisiukenas remember reading an article at my first and public relations has blurred with the rise well, Millennials. However, they have done job out of college about the year’s biggest of social media and mobile devices. The first more than my beloved Generation X in de- Itrend. The concept was “green” and it was step in building an integrated brand-build- manding more environmentally and socially ing campaign is to craft an effective and sound products. The millennial consumer going to be an integral part of how com- panies and communications professionals powerful communications plan, allowing has been empowered by would do business in the future. communications professionals to take the new technologies and Remarkably enough, the year was 1990. lead in developing their client’s narrative. By is now coming of age I’m not sure a trend is supposed to take near- doing this, PR draws a direct line between a economically. They are ly 30 years to come to fruition. Sustainabil- targeted audience, a social purpose and their a force to reckon with, ity efforts have taken a long time to finally client, creating positive sales traction. as they become a larger make it into the mainstream consciousness, Providing connections to people, issues part of the economy, es- for several reasons. From Pope Francis’ encyclical “Laudito Si,” timated at half the global Many business leaders at the beginning of which asks the world to reconsider how we workforce by 2020. the 21st Century still subscribed to Milton treat each other and the world as a whole, “The commitment of Friedman’s dismissal of any business with a to the historic COP21 meeting in Paris this many Millennials to- John Krisiukenas “social conscience” as “unadulterated social- past December where world leaders adopted wards environmental ism,” and believed that businesses’ responsi- a deal to cut carbon emissions, global issues and social issues has certainly helped fortify bility is to their shareholders. It is a very dif- are enormously becoming locally personal. our efforts and sharpen our message, while ferent sentiment from President Kennedy’s This is a climate where focused commu- giving us a strong base of peer ambassadors eloquent quote that “Our most basic com- nications plans have a great effect. By tying to help reach the next generation of commu- mon link is that we all inhabit this planet. into larger national and global issues, brands nity stewards,” said Rosen. “They have also We all breathe the same air. We all cherish and organizations can communicate by played an important role in social marketing our children’s future. And we are all mortal.” bringing their message home. as we have seen purposeful engagement on For decades, sustainability has been seen WaterAid America communicates directly our Facebook, Instagram, Twitter and Tum- as a somewhat adversarial forum, with the to those who have clean water and proper blr channels.” adage of “doing good while doing well” be- prenatal care to tell their story. Sarina Pra- Sustainability has moved past merely be- ing just that, an adage. However, when you basi, CEO of WaterAid America says, “Preg- ing a trend — it’s becoming a cultural shift. now look at the corporate landscape you can nancy is a beautiful time in a women’s life All organizations, therefore, will need to re- see a sizable shift has occurred. and should not yield extreme concerns such alize that sustainability is not just a desired As Freya Williams states in her book as the risk of death. As we work towards activity but a necessary strategy specifically “Green Giants,” some of the most respected providing women and children with access when developing integrated communication billion dollar companies have gotten there to safe water and sanitation, we invite others campaigns. from a business plan of sustainability and to join in our efforts.” John Krisiukenas is Managing Director out social good. Companies from all sectors Keep America Beautiful has more than of the Marketing Maven New York office. have been integrating an authentic wider 600 community-based affiliates whose col- purpose into their brand believing it is a lective action champions environmentally PR news brief source of competitive advantage which, in healthy, socially connected and economical- Weber Shandwick acquires turn, will lead to long-term profitability. ly sound communities. “The ‘think globally, PR leads the charge act locally’ adage is more than a rallying cry ReviveHealth As an industry, sustainability marketing for Keep America Beautiful. It’s embedded Weber Shandwick has acquired Nashville-based is one of the best things to happen to pub- in our DNA,” said Mike Rosen SVP, Mar- ReviveHealth, one of the largest independent health- lic relations, as its overall goal is one that is keting & Communications. “The mission care PR and marketing communications agencies in the country. Financial terms of the deal were not perfectly aligned with public relations as a of Keep America Beautiful is to inspire and disclosed. whole. Sustainability marketing is about de- educate people to take action every day to ReviveHealth, which holds additional offices in Min- livering greater value to customers and en- improve and beautify their community en- neapolis and Santa Barbara, was founded in 2009 and suring that your brand remains viable over vironment. Over the past 18 months, we’ve staffs about 50. It was ranked sixth largest healthcare agency in the country this year by O’Dwyer’s, reporting time—all actions supported and enhanced been working with our affiliates on the on- 2014 healthcare net fees of $8.78 million. by vibrant public relations campaigns. going evolution of Keep America Beautiful ReviveHealth staff will become part of the Weber For PR practitioners, focusing on sustain- as we roll out updated vision, mission and Shandwick network. A Weber Shandwick spokesper- ability can launch more substantive roles values and sharpen our message around son told O’Dwyer’s that ReviveHealth CEO Brandon with companies and clients. It elevates tra- three key pillars, to end littering in America, Edwards will remain in his current position. No further staffing changes were reported. ditional PR functions and puts the com- improve recycling in America, and beautify ReviveHealth’s Minneapolis staff will move into munications expert squarely in areas of America’s communities.” Weber Shandwick’s offices in that city at a later date, C-suite-level operational change and long- Will Millennials save the world? according to a Weber Shandwick spokesperson. Re- term risk management. It is hard to believe Millennials may be the viveHealth’s Nashville and Santa Barbara locations The line between sustainability marketing key to saving the planet, because they are … will remain.

10 FEBRUARY 2016 | WWW.ODWYERPR.COM

FEATURE Tech innovation presents new PR challenges

Wind and solar energy prices have plummeted, algae as biofuel has boomed and demand is up for electric vehicles. Innovations and Remember, the key to content success public support for green tech have reached new highs, but those involves dissemination through paid and who position themselves with the right communication strategies owned channels, such as press releases and will find the most potential amidst this change. promoted social posts, as well as earned me- Brandon Andersen dia, including influencers’ channels. Turn innovation into relationships his golden age of green innovation has comments and high-level looks at the senti- Often, it’s the usual suspects—industry such breadth that it has become hard to ment and tone of the posts as a whole. trade magazines or major outlets—who Tpredict which technologies will win out. A thrilled, enthusiastic audience shouldn’t alert the world to the most promising break- In actuality, what will create a healthier plan- necessarily cause communicators to recom- throughs...or the most et is the adoption of many technologies and mend a business to pivot from its current unusual. lifestyle changes that will individually have a course. It has a more realistic and immediate Whether or not you relatively small impact. benefit: enabling you to better understand the have luck landing place- Yes, this is an exciting time, but it does pres- needs and concerns of your audience. ments from these coveted ent yet another challenge for communicators, The comments about a relatively theoreti- publications, one of the especially those in the green energy space: cal piece of technology won’t align directly most overlooked aspects staying informed and building strategies in with a business dealing in more established of coverage is identifying the face of rapid innovation and changes to technology, such as solar energy, and may under-the-radar influ- consumer preferences. seem mostly irrelevant to a major oil supplier. encers. Brandon Andersen It’s not a challenge that is decidedly unique However, the data provides a more thorough When news in your in- to just that industry, though. The rate of in- understanding of the desires and concerns of dustry breaks, who has the most insightful novation seems to be accelerating. As for a niche part of the market that can help you comments? The answer may surprise you. consumer preferences, just ask fast food better position your product or service. The keynote speaker at last year’s major con- restaurants and soda companies about the In Cision’s “Listen” e-book, the authors call ference may have the most popularity, but a fickleness of consumer tastes. on communicators to use social media lis- second- or third-tier personality with a quar- Does that mean PR professionals are doomed tening tools to better understand and engage ter of the following may have the best insights. to a future of reactive communication? with influencers, prospects, customers, em- You can bet that as more see their ideas, Surely, some brands will play a perpetu- ployees and competitors. they will grow into an industry leader. Why al game of catch-up, but those who position In many cases, your competitor won’t be not use your influence and owned channels themselves with the right strategies and tech- the company stealing your lunch with every to give them a boost? nology will find enormous potential amidst client it snaps up. Competitors include those In addition to the usual benefits of influ- all this change. competing for portions of your target audi- encer marketing, you may find that this less- The green energy space is a perfect theoret- ence’s attention. By understanding competi- er-known person will have more enthusiasm ical laboratory for understanding the keys to tors’ progress and the reaction to it, you can than a well-traveled influencer, thus lighten- the potential of modern public relations and better align your values with the specific au- ing your load. They will also have an appreci- how even amazingly fast innovation presents diences you are attempting to reach. ation to you for enabling their rise. opportunities for unique communication. Turn innovation into content The key is finding these industry leaders, Turn innovation into market research Content creation has become a key com- but that may be the least difficult part. Mod- The great green solution of tomorrow might munication tactic. It has become so widely ern influencer databases allow users to search be only a whisper and seem totally implausi- adopted that marketing expert Mark Schae- by specific topics to find the influencers in a ble today. fer has had to warn of content shock, the idea particular space. Additionally, it has a single Take, for example, a recent idea coming that our audience’s attention is nearly maxed dashboard that provides access to influencers’ out of Switzerland that has reimagined kites out and content, as much of it is today, will social profiles, pitching preferences and a re- as a form of renewable energy because winds stop producing results. al-time look at what they cover. at higher altitudes tend to have more gusto, That doesn’t mean content is doomed. To- The inevitability of change according to the Bulletin of the Atomic Sci- day’s communicators need to do a better job PR professionals have remained nimble entists. of creating by providing useful, interesting, over the past decade, adapting to 24-hour As cool as that sounds, the technology concise and unique content pieces that will news cycles, democratized voices on blogs needs to become more efficient before it hits stand out among a sea of flimsy listicles. and social, and proving the value of a depart- the market, making widespread usage of Returning to our kite example, a more tra- ment once evaluated by soft metrics. them years away at the earliest. You don’t have ditional wind energy producer could use the Your ability to adapt will be just as import- to be an investor to find value in the budding announcement to create an infographic or ant as it has been the past 10 years. Examining technology, though. multimedia timeline that showcases the evo- challenges for the opportunities they provide A conventional wind power company with lution of wind technology from thousands of and equipping yourself with the right tools media monitoring technology will have a years ago through its promising future. In- and technology to pursue those opportunities better understanding of public perception cluding compelling data about the number of will be key to successful public relations today around the idea thanks to traditional and cars a single turbine could take off the road, and into our greener, more breathable future. social media. As a best practice, the analysis for example, would make the piece more re- Brandon Andersen is Director of Marketing should include low-level looks at individual latable to a wider audience. at Cision. 

12 FEBRUARY 2016 | WWW.ODWYERPR.COM

FEATURE A pipeline to communications success The Marcellus and Utica shale have changed the landscape of the domestic energy and petrochemical industries, providing abundant natural gas, an insurgence of family-sustaining jobs and opportunities, a rebirth of manufacturing and a growing need for pipeline infrastructure. Consequently, a fundamental shift in the communications landscape regarding energy and petrochemical firms, and how they deal with the public, now demands new communications approaches. By Topper Ray

raditionally, the energy industry, pipeline construction. A public that was in- The answers will drive the strategy, mes- and to some extent the petrochemi- different at best or demonstrated and direct- sage, tactics and the delivery for each town Tcal industry, has faced scrutiny from ed their opposition solely on drilling and along the pipeline route. It’s certainly dif- various public and private sectors — the fracking operations suddenly is aware and ferent from a top-down, one-message-fits- press, politicians, regulatory agencies, en- vehemently opposed to pipeline companies. all approach. It takes a highly capable team, vironmental groups and the consuming They don’t want their land disturbed. They moving quickly, to win. public. And the emergence of the Marcel- don’t want to rely on fossil fuels. They don’t No matter what tac- lus and Utica shales has further amplified want U.S. energy exported. tics are used, it’s im- opposition — giving rise to localized oppo- The industry is finding that traditional perative to have an sition groups, anti-fossil fuel and pipeline communications tactics are insufficient to informed “boots on non-government organizations and other move these pipeline projects forward. A the ground” operation obstacles that energy firms are facing daily. more comprehensive communications ap- in every segment of a The rapid pace of natural gas develop- proach — network advocacy — is key to pipeline project — sit- ment exposed an energy industrywide managing pipeline projects, opposition out- ing, construction, re- challenge — well production quickly out- reach and messaging, and other project-re- storing the site and ac- Topper Ray paced available pipeline infrastructure. The lated needs. tual operations. lack of infrastructure continues to slow If companies are to successfully build out It’s important to hold frequent face-to- production as wells are not fully maxi- the pipeline infrastructure needed, they face meetings with community members mized and hungry markets cannot obtain need to adopt a high-touch approach that and not necessarily technical PowerPoint needed resources. The lack of pipeline couples traditional communication tech- meetings. Always have a team member infrastructure has sent the industry on a niques with sophisticated research and digi- available to interact with the community. pipeline-building boom: Although Penn- tal tools — and that does so swiftly. That team member will be the go-to face of sylvania has about 6,800 miles of existing As Bravo Group works with several of the the company, so it’s imperative he or she be pipelines, it could see construction of up to largest pipeline projects in the eastern U.S., well-versed in the makeup of each commu- 25,000 miles of gathering lines and 5,000 we’ve learned much about how to get that nity. miles of midstream and transmission pipe- done. Equally as important is transparency in lines in the next 10 years. Much of it is in The construction of a pipeline often tra- those relationships and in all communi- the works as we speak. verses multiple communities and along that cations, whether it’s in direct mail pieces That’s a significant amount of proposed line each community has a distinct person- detailing the pipeline process, a handout ality and culture. Successful pipeline com- on corporate social responsibility, a project PR news brief panies take the time to learn each town’s update to local officials or a blog about a opinions and concerns and build relation- local charity event involving the pipeline Hemsworth bids for ships with all the stakeholders in each com- company. Information presented must be munity. consistent. Outreach efficacy, and ultimate- Best Western To accomplish that requires thoughtful re- ly success, must meet the expectations of Travel, hospitality and lifestyle agency Hemsworth search that goes beyond basic focus groups. the constituency you are targeting, in the Communications has been named the agency of re- It needs to plumb the thoughts and feelings format(s) they prefer. cord to handle trade initiatives for hotel giant Best of the community on the industry, the spe- This is a complex but important issue, Western Hotels & Resorts. cific company and pipelines in general. It’s where everyone won’t agree. However, Hemsworth will manage strategic trade and devel- opment PR programs for the hotel chain, which cele- important to know how each community that doesn’t mean that all concerns should brates its 70th anniversary this year. Fort Lauderdale, views the oil and gas industry as a whole, go unanswered, even if the answers don’t FL-based Hemsworth will help Best Western imple- the pipeline company specifically and the change some minds. ment a strategic PR plan to raise awareness for the words they use to describe those views. Mindset and approach are important. brand, securing trade media placements that show- case Best Western’s recent growth and re-emergence Good research serves as a foundational It takes flexibility to be able to pivot from as powerhouse in the hospitality industry. tool that helps to develop messaging that town to town and platform to platform to Hemsworth will also execute brand thought lead- explains the process and benefits of infra- address the issues specific to each commu- ership initiatives for the company’s executive team, structure investment. This leads to tactical nity on the route, but if a solid network ad- which includes support for new hotel launches and a efforts that will resonate with constituents vocacy foundation is in place, the relation- presence at industry conferences. The agency will not handle Best Western’s consumer initiatives. across an entire pipeline. Are local constitu- ships can be built and so can a pipeline, on Best Western Hotels & Resorts is the newly chris- ents reading newspapers or meeting at cof- time and on budget. tened master brand belonging to Best Western Inter- fee shops? Is this community online and, if Topper Ray is President of Communica- national, Inc. The Phoenix-headquartered company so, which channels does it use? What mes- tions at Bravo Group, which has offices in operates more than 4,100 properties worldwide. sages are the users consuming and at what Pittsburgh, Harrisburg, Philadelphia and times? Dallas. 

14 FEBRUARY 2016 | WWW.ODWYERPR.COM A pipeline to communications success FEATURE When public affairs meets real estate development

Often, issues arise in real estate development that require PR help. for them to see it. If a client has little to no background, you Here’s how a smart, advanced public affairs campaign can enhance build an online presence that reflects the communications efforts in this field. Ronn Torossian work needed to promote the upcoming issue. A good PR team will find the previous work hen real estate companies first con- concerns, land development can get mired history, development and other real estate sider whether to hire a PR firm, im- in community issues, including noise levels, projects that may not have received any me- Wmediate thoughts typically involve neighborhood “desirables,” jobs, contracts dia coverage or might be in a different state, getting exposure in business and real estate and dozens of issues yet unimagined. even country, and re-purpose that content media. There are several real estate issues Take the project that was put to bid by on newly created websites and social me- that attract the media: the business compo- New York State and New York City in 2014, dia channels. Look for fun hobbies, such as nent, the real estate aspect, the designers, the located in Brooklyn’s Cobble Hill neigh- sports, collectables and cooking, and spread layouts of the units or space, the spa, pool, borhood, referred to as the “Long Island the word about charities concierge and unique offerings, as well as a College Hospital project.” Land developers and philanthropy work sundry of story possibilities on the developer were excited to bid on the project that ap- in appropriate media ve- and other projects that the person or compa- peared as if it would be a simple boon to any hicles. ny has accomplished. builder. How hard could it be to show the Consider the upcom- This, of course, is the norm when a devel- land use, the proper ratio of market rate to ing project and try to fin oper is well-known and respected, or even affordable units, the commercial and retail d creative ways to infuse operates under the radar with a promising spaces and the coveted public spaces? the issues that may arise project. However, issues often arise that re- Publicly, there was no shortage of those into positive presentation quire PR assistance, such as challenges from seeking to win this project, until the com- of the client. If the client Ronn Torossian a neighborhood or governing body. Perhaps munity voiced concerns. Good government created a dog park for the project contains a controversial bend that groups and local community advocates be- residents in another state or country, or has media often feel compelled to highlight: for gan to challenge the project before they set served on a hospital board, a school, an NGO, example, a luxury development is going up, their sights on the developers. The ante was or a similar outfit, make a big deal about in the displacing two or three smaller buildings upped to include a hospital or some kind advance work. Use blogs and link-backs to get where people are currently living. That makes of urgent care facility to replace the hospi- the first few pages of search engines tracking it cross over to an area of public relations tal the community would lose. Never mind the ideas and concepts that have been planted. known as public affairs. that the hospital was nearly bankrupt and As that occurs, begin pitching the client as This can be the difference between a project was the primary reason the city was closing a thought leader on the topics that have been going smoothly and possibly not even going the facility and selling the land in the first circulating, and make sure you ask for links forward. It certainly affects the ability to push place. A new development now needed to in articles that run. When a client has a his- through the various stages of approval. Lest have a hospital or comparable facility, as the tory (even one that you just established) it is we forget, a land development project in a community demanded. Politicians acqui- easier to show media the merits of the indi- large city could easily get stuck in issues that esced. vidual’s expertise. have little to do with the actual building, ar- So, now a developer needed to devise a The idea is to create an image where none chitect or amenities being offered. way to incorporate a hospital into its plans, had been previously, and to pave the way for Aside from the issues expected, such as and consider how to maintain the value positive imagery once the major project is zoning, air rights, land use and fair housing proposition as well. Could all of the require- announced. When permits are first pulled in ments be met while maintaining the ability a municipality, there are journalists pulling PR news brief to turn a profit? Many came forward with those too, and that is when the fireworks be- seemingly viable plans, but that was not gin. A public affairs campaign ahead of time Univ of Phoenix parent gets good enough. Local community activists, might be a good way to begin steering the PR help competitors and a host of outside agitators media. Apollo Education Group, the for-profit higher educa- began to look deeper into the personal and Be sure that this will not stop anyone from tion juggernaut behind the University of Phoenix, has business backgrounds of the developers to engaged Brunswick Group for PR as it pursues “strate- delving deeper, but can control the dialogue gic alternatives” that could include a sale of the pub- find issues that would help their own causes. at the onset, which is a very important stage licly traded company. Some may not have had a history running to any major project. The Phoenix-based company said Jan. 11 that its hospitals, because they were real estate de- There is truth in the idiom: Hope for the board is in discussions that could potentially lead to velopers, and others were accused of not be- best but expect the worst. Media can be harsh, a “change in control of the company.” Apollo hired Barclays and Credit Suisse for financial counsel, and ing kind to the healthcare industry. and combined with community outrage and Sullivan & Cromwell on the legal front. In the end, the primary winner of the bid a host of issues that are not even near things Apollo said its exploration of potential deals doesn’t was rejected, as were the second and third you can control, problems and setbacks can affect its continued “business transformation,” a nod bidders. The plan remains in flux in 2016. and will occur. The worst thing a developer to the financial difficulties of for-profit institutions af- This opens the road to the benefit of con- ter a regulatory crackdown and widespread scrutiny of banking on a big project can do is not plan the sector’s practices. ducting a solid public affairs campaign prior at all. Being prepared with some advanced The Wall Street Journal reported Jan. 11 private to any project reaching the public’s mind. A personal and corporate public affairs can go equity firm Apollo Global Management is in advanced strong campaign, consisting of select media a long way in making the road to fruition less talks to buy the company for around $1 billion. Despite and online reputation management, can rocky. the names, the companies are not related. steer what people see when you are ready Ronn Torossian is the CEO of 5WPR. 

16 FEBRUARY 2016 | WWW.ODWYERPR.COM When public affairs meets real estate development FEATURE What to look for when hiring a PR firm It’s no secret that legislation can have a massive impact on your business. What happens at the Capitol can make or break you. With so much at risk, it makes sense to hire a PR firm with a seasoned public affairs practice to enhance your communications efforts in regards to legislation and how it impacts your business. But where to start? By Ryan Banfif ill his process raises questions, of course, part of your team. It is critical to have the of the Legislature and be signed by the gov- especially if you already have a lobbying facts on your side. But presentation counts. ernor. Tteam working on your behalf. You also must present the facts in a way that Every day, legislators have their attention If you go in blind, there’s a good chance is easy to understand — no jargon and no ac- pulled in a thousand different directions by a you’ll make costly mistakes that can burden ronyms. Keep your story simple and keep it thousand different mes- your business for years. Spare yourself those consistent. sages. Your firm should painful mistakes. When it comes to govern- Adaptable and nimble be able to craft a mes- ment relations, there are 5 things you should It is good to have a plan going into session. sage that is easy to un- look for when hiring a PR firm. But, like former heavyweight champion Mike derstand and simple to Knowledge of the process and players Tyson brilliantly said, “Everybody has a plan act upon. They should It’s absolutely crucial to have a PR team on until they get punched in the mouth.” also know how to get your side who has a deep knowledge of the The sands of the legislative process can your message heard by intricate process of how laws are made in quickly shift under your feet. Unexpected those inside the leg- your state and who understands the players twists and turns are common. Opinions can islative process. They involved in the process. If your firm truly quickly change direction. People can change should know which Ryan Banfill knows “the process” side of lawmaking, you their minds. Information not favorable to mediums are most ef- can accomplish big things in the legislature. your position can come out. This can happen fective for communicating with various par- The flip side is also true. If you think you at any moment in our always connected so- ties and individuals. They should be able to can hire any marketing firm or handle your cial media era. This means that the firm you cut through the noise. own communications, instead of a firm that hire must be able to pivot on a dime, adjust its The firm you hire should have a knowl- actually has experience in the public affairs/ approach, immediately address threats and edge of how key members of the Legislature legislative arena, it’s like bringing a knife to a tweak messaging accordingly. receive their news and information. They gunfight. You will be at a disadvantage from If your firm can’t confidently handle should research to find out what particular the beginning. That’s a guaranteed recipe for change, they can’t play and win in the leg- programming key members enjoy — if they disaster. islative process. Your team must be able to watch SportsCenter every night or never If you believe the legislative process begins change the game plan at a minute’s notice or miss an episode of Scandal. If you know that when the gavel goes down to start a legislative you will need to choose a different firm. information, you can target advertising ap- session, you are mistaken. In Florida, where Brilliant framers propriately. They should know which social lawmakers technically serve on a “part time” It’s not enough to simply talk about a polit- media sites lawmakers are using and should basis, the business of the Legislature can go ical issue. The issue must be framed so that be able to craft a message that stands out on on throughout the year. lawmakers and the public at large understand those sites. Even without “special sessions,” called what’s really at stake. The best PR firms can No matter what the medium, your firm when a specific issue needs immediate at- strategically frame an issue so that the true should be able to craft a clear and compelling tention, there are crucial interim meetings impact is felt, both by voters and by lawmak- message that perfectly fits the medium and happening in the run up to a new legislative ers. deeply connects with your target audience. session. Lawmakers are considering and fil- The firm you hire should be able to take Digital experts ing new bills. It’s during those times that your complex political issues and brilliantly frame Communication has become so much firm should be educating people and com- them in ways that move hearts and minds. more than newspapers, televisions, and ra- municating with people. If your firm tries to The firm should understand what truly mat- dios. The explosion of social media means start communicating your issue at the begin- ters to your target audience and then be able that important conversations are happening ning of session, it’s like a quarterback staying to frame your issue so that it connects with at speeds unheard of back in the days when in the locker room until the 3rd quarter of your target audience. you had to wait a full 24-hour news cycle. a championship contest. A good part of the Masters of messaging Opinions are literally being shared while im- game has already been played, and you hav- You have a message that must be heard, and portant events are unfolding. You must be en’t been on the field. the firm you hire should be able to deliver ready to shape the story in real time as it is It would be very difficult for your business your message in a way that is clear, compel- happening. to succeed in a country where you didn’t un- ling, and cuts through the noise. They should Additionally, many people don’t consume derstand the rules. Yet, so often, without un- understand your target audience inside and news and information from traditional sourc- derstanding the rules and the players, busi- out, and should be able to creatively speak es. They get their news primarily from social nesses think they can make progress in the in a way that truly resonates with your ulti- media networks. Video ads that would never Capitol simply because the facts are on their mate target audience. In the case of passing be viewed by some on television have a much side. legislation, it must be a compelling argument higher chance of being seen on social media That’s a mistake you can’t afford to make. to carry a majority in every committee that This is why a communications firm is a key considers the issue. It must pass both houses _ Continued on page 21

18 FEBRUARY 2016 | WWW.ODWYERPR.COM What to look for when hiring a PR firm Why cyberattacks put more than data at risk The potential impact caused by a cyberattack should be considered in every organization’s communications program. tinuous crisis communications plan. We take a four-phase approach to crisis By Thomas Graham and Reg Harnish communications, using a continuous pro- cess called CPR-PLUS that works in concert yberattacks present media with the curity attestation a few months before that with a cybersecurity process. type of drama they crave for good major hack.) Collectively, organizations of Phase I: planning Cheadlines. They also present an inter- all forms invest billions of dollars in cyber- We conduct a risk assessment that in- esting psychological phenomena: on one security and work hard to remain compliant cludes the potential crisis scenario of a cy- hand, they’ve become part of the world in with mandated cybersecurity measures. But berattack. With your which we live; on the other, each headline the harsh truth is, the investment can’t just cybersecurity team, can set the public into cyclic worrying. Is be in dollars, and compliance doesn’t equal we are able to more my financial information safe? Will I wake security. The state of cybersecurity today is accurately pinpoint the up in the morning with an empty bank not if, but how often and what impact each likelihood of a high-or account? Has my identity been stolen? To attack will have on your organization. low-impact scenario your business, it’s an organizational crisis. The truth is, compliance, whether vol- and the speed at which To your customers, it’s personal. untary or mandated, can be a distraction, it could escalate. The affected company scrambles into ac- giving organizations and their stakeholders This is also where tion. It soon declares the problem “fixed,” a false sense of security. The best security we identify the appro- Thomas Graham perhaps offers assistance to any stakehold- programs guarantee compliance, not vice priate key messages ers dealing with the aftermath, and the pub- versa. The reality is that compliance makes and crisis team for a lic moves on, some believing in the “new” you feel secure when you’re not. cyberattack scenario, level of promised security and some mov- A human issue, not a technology issue including a spokesper- ing their business — and their data — to the The best cybersecurity program is a pro- son. For cybersecurity, competition. cess, not a piece of software. Seven out of external crisis response And then the next attack happens. 10 cyberattacks will get by any software, teams can better neu- A cyberattack is also a PR crisis; its poten- and none of them adequately compensate tralize an internal issue tial impact must be considered in your com- for human error. Your CIOs likely know that may have led to munications program. Many customers and this. Investment in hardware and software is the breach, while your stakeholders equate cybersecurity with the important, but the greatest risk to your or- spokesperson informs best software program, government-stan- ganization is the people within it. You must stakeholders, whether Reg Harnish dard data encryption, or lax human re- move people to the top of the cybersecurity internally or publicly. sources and physical location policies. In assessment and management list. Phase II: practice their minds, a cyberattack is you breaking But then what? How do you protect This is like your family’s fire-drill: the your promise; it has become a violation of against your own people? more you practice, the more time and as- their trust in you. You risk a breach not only You should consider your security vendor sets you can save if and when a fire occurs. to your data, but your reputation. to be nothing short of bodyguards for your Conducting these “drills” with your cyber- There are three key rules in the cyberse- organization. And in order to adequately security team is critical to an appropriate curity realm. Rule #1: you will experience protect you, they have to perform an assess- communications response. It allows you a breach; rule #2: cybersecurity is less of a ment. to see how quickly you can assemble your hardware or software issue, and more of a It may require more automation for your response teams, and how long an appropri- human, psychological issue; rule #3: the organization, or more external control. The ate “fix” can take. Practicing your response most effective response for protecting your fact is, you have to know what’s important interjects authority into your response. It reputation and your business is proactive in your organization in order to know what signifies preparedness, which engenders planning for both cybersecurity and crisis to protect. And a good security program trust. People want a solution, regardless of communications. never protects you against just one thing. the problem. You will experience a breach The goal is not 100% security; the goal is Phase III: response Like any crisis, cyberattacks occur with minimizing the impact of a cyberattack so Then the cyberattack happens. This is varying levels of severity, from a virus caus- that you don’t become the next headline. Ei- where your cooperative plan must work ing various degrees of harm, to major enter- ther scenario — headline-making or caught seamlessly. The cybersecurity team is being prise breaches and stolen data. According to and kept internally — requires a cohesive dispatched to perform “incident triage,” in- CRN, data breaches were particularly big in response scenario for all of your assets. cluding securing the crime scene. Your re- 2015. In 2013 we had the infamous Target Crisis communications preparedness sponse has to allow this and other steps to retail data breach that still commandeered Like most PR firms that offer crisis occur prior to making any statement. Fix 2014 headlines, while in 2015 government communications counseling, our agency the problem, then talk about it. office breaches appeared to be a particular preaches proactive crisis preparedness. Other response steps include forensics, target. While protecting data is paramount, or- investigations, reporting the breach to the How can these breaches happen? After all, ganizations can’t overlook the threat an at- proper authorities, preparing management our government and major U.S. businesses tack can pose to its reputation. A proactive for legal issues and managing the IT staff. spend millions on cybersecurity. (Target and continuous approach to cybersecurity had just completed its mandated cyberse- works in concert with a proactive and con- _ Continued on page 21

WWW.ODWYERPR.COM | FEBRUARY 2016 19 FEATURE Public affairs and environmental crisis in a digital age “The more things change, the more they stay the same.” In the PR priate responses, as well as outside counsel, world, this adage rings especially true, especially in regard to a with an eye not only toward the crisis but lack of good crisis planning in the energy and environmental arena. also shareholders’ reactions and the bottom line. This is just one reason why energy and en- By Hal Dash, Brandon Stephenson and Chris Gilbride vironment businesses are often beaten to the punch by more nimble environmental orga- ven today, too many companies do not events, with an enormous audience. Estab- nizations, activists and community groups. have instantly deployable crisis com- lished news organizations are often quick to Just recently, there have been numerous Emunications plans, as well as a skilled follow, covering events breaking on social examples of multinational corporations fum- implementation team, in case of an incident media and filling airtime with talking heads bling crisis situations: BP, that could significantly hurt the company’s and speculation while they wait for an offi- Pacific Gas and Electric brand, reputation, image and earnings. cial response. in the energy space, as The energy and environment sector is This atmosphere can make it challenging well as Facebook, FIFA, particularly vulnerable to crisis situations for companies to frame the story or manage Malaysia Airlines, NFL, because of the various kinds of projects they the public narrative during the early stages of Sony, Lufthansa, General deal with: exploration, processing, distribu- an emergency, but it doesn’t have to. Motors, VW and Chipo- tion, transportation, etc. Accidents involving Social media tools like Twitter and Insta- tle in other sectors of the fires, explosions, leaks, discharges, emissions gram can provide decision makers with in- economy. The list is long, and construction glitches are often handled valuable situational awareness about unfold- but is in no way complete. poorly, instantly leading to intense coverage ing events that they may have waited hours What these organiza- Hal Dash across all platforms – television, radio, news- for in years gone by. The next time you hear tions have in common papers, online publications, social media, about a breaking news event, try searching is that they were slow to blogs plus on activist and community web- for it on Twitter. In seconds, you will likely respond, muddled their sites. find photos, videos, and a host of comments messages, did not take It’s amazing that in our current digital age, and opinions about the situation. That is the responsibility, and/or and with the sophistication of community exact information that can help companies failed to drive the conver- and environmental activists, many business- assess a situation and craft preliminary mes- sation or the direction of es do not have crisis communication plans. sages to engage their stakeholders. the issue(s). As a result, We’ve heard several explanations for this The bottom line is that companies re- they ended up behind the general lack of preparedness: sponding to crisis situations risk having their curve and, in some cases, • Even though the economy has rebound- story be told by someone else if an emphasis still have not fully recov- Brandon ed robustly in many sectors, the recession is not placed on providing timely, frequent ered. Stephenson forced many businesses to down size, reor- and accurate updates during emergencies. We’ve seen this trend ganize or merge, pushing communications This is especially true as tech-savvy activ- consistently over the de- planning aside. ists who live, eat and breathe environmental cades and we are con- • The ongoing transition from more se- justice, weigh in on any industrial accident. stantly amazed at how nior practitioners that have left the sector to Many of these activists are also subject-mat- little has changed in the younger professionals that lack the real world ter experts with technical knowledge who lack of crisis manage- experience with crisis communications. can jump into a crisis instantly, grab the ment preparedness and • Many companies don’t see communica- headlines and direct the conversation. training both here and tions activities as a worthwhile investment, Over the years, our firm has seen an in- abroad. And companies as it doesn’t contribute to the bottom line. credible growth in the sophistication and in the environmental sec- • Some believe that they can handle crises knowledge of established advocacy groups, tor seem to lag behind in Chris Gilbride with whatever communications staff they who have also become strong advocates with having robust crisis plans have as a situation comes up, or worse … the media, elected officials and regulators. and teams ready to go when an incident oc- that high-profile incidents will never happen This expertise has now filtered down to com- curs, even though catastrophic events can to them. munity groups and neighborhood councils have more lasting impacts than incidents in Regardless of the excuse, these corpo- all over our state and across the country. non-energy spaces. rations have been left vulnerable to PR ca- The focus and effectiveness of today’s -ad Just as these negative traits run rampant tastrophes. vocacy tools — websites, e-newsletters, so- among corporations that have botched cri- The digital age demands that companies cial media, blogs and other digital platforms sis situations, there are trends that are con- have plans in place to rapidly assess crises as — is truly amazing. These groups can now sistent in companies that understand how to they unfold, and actively engage in the type use digital tools to immediately rally, orga- plan for a crisis and manage it. of real-time dialogue that they aren’t accus- nize and mobilize a community when a crisis Companies that respond well uniformly tomed to. situation occurs. have a dedicated person or persons who own The convenience and prevalence of social Corporations in the energy and environ- crisis communications activities; they have media has made traditional media deadlines ment sector are so often slow to respond to an up-to-date plan with messaging, scenar- irrelevant. “Citizen reporters” are able to a crisis just because of their size and inability ios and an identified spokesperson(s); and instantly share uncensored information, in- to move quickly. Many management levels at cluding photos and videos of breaking news a company often have to weigh in on appro- _ Continued on next page

20 FEBRUARY 2016 | WWW.ODWYERPR.COM Do you have a crisis plan? up-to-speed on environmental rules, regu- CRISIS IN A DIGITAL AGE If you don’t, why not? lations, relevant agencies, information, local _ Continued from previous page If you do, when was it refreshed, re- community groups, and elected officials who hearsed, etc.? represent a facility. Are your lists up to date either internal or external digital expertise Who is in charge of managing each crisis so you can you get out a message instantly that can be turned on instantly. scenario? from your company through digital portals? To further protect their brand, these suc- Have you practiced rapidly responding to All of these entities will invariably jump on cessful companies have an engaged CEO a crisis? an incident, and generally take the side of who is media savvy and can engage with What is your level of digital expertise and the community versus the industry, which their communities, elected officials, reg- does it have a place in an existing plan? makes getting out in front of a crisis situation ulators and the media. Finally, they have Crisis communications plans need to have mandatory. And they use every platform so- established relationships within their com- all these elements: strong and focused mes- cial media has to offer. So should you and munities, established by their community saging that can evolve as a situation changes; your client! relations team that can quickly be deployed a high-level spokesperson and other com- At the end of the day, good crisis planning, when an incident occurs. pany contacts with expertise in the specific preparation and execution is an incredibly Even though we shouldn’t be, we’re still crisis situation; scenarios of what could go valuable and priceless service that public surprised that most clients don’t have a cri- wrong and a team assigned to specific roles. affairs firms can provide their clients. Don’t sis management plan. This is unacceptable If you or your client does not have current hesitate to discuss this issue with them and in this evolving digital communications age. digital communications skills, you must find guide them toward constructing a plan. The As public affairs and public relations coun- that resource ASAP! Your adversaries com- digital age and their very survival demands selors, it is our responsibility to immediately municate digitally 24/7 and so do your sup- it. And there is no time like the present, be- begin exploring potential crisis issues and porters and stakeholders. Yet, many firms are cause the clock is ticking. how best to manage them from a PR per- so far behind in their digital capabilities and Hal Dash is Chairman and CEO of Cerrell spective. Ask all of your clients, but especial- knowledge that they would enter a crisis sit- Associates. Brandon Stephenson is Chief Stra- ly those in this sector, the following ques- uation with two strikes already against them. tegic Officer and Chris Gilbride is a Senior tions to determine if a plan must be created Both agency and client staff must also be Public Affairs Director at Cerrell Associates.  or refreshed, why your client must have one and what the price tag will be: hiring a PR firm around the legislative process. Make sure What could go wrong in your business? _ Continued from page 18 they know how to create a message that is compelling, clear and cuts through the clatter networks like Facebook and Instagram. and that they know the right channels to use PR news brief This means at least two things. First, the in communicating to target audiences. And firm you hire should understand how to track make sure they know how to successfully ICR Forms Advisory Board important conversations happening on social navigate social/digital media. ICRNew York-headquartered corporate commu- media. They should know who matters, why Don’t play fast and loose when it comes to nications and investor relations firm ICR yesterday they matter, and what they’re saying. hiring a PR firm for your critical public af- announced the creation of a newly formed advisory Second, the firm you hire should know the fairs work. You can’t afford to make mistakes board, and has appointed Rob Sharp and Joseph B. rules of communicating on social media. So- when it comes to navigating the legislative Kennedy as its founding members. cial media communication is very different process. The passing or killing of legislature ICR CEO Tom Ryan told O’Dwyer’s that the board would provide ongoing counsel and insight to help from other mediums, and the firm you hire can literally be the difference between mas- guide the agency’s business decisions, which could should have a firm grasp of the nuances re- sive success and your business dying a slow, range from the development of new service offerings quired for social media communication. painful death. and practice areas, to staff hires and strategic invest- Make sure the firm you hire to assist your Ryan Banfill is Partner and Senior Vice Pres- ments.  “ICR has always maintained a deep network of government relations team knows its way ident of Sachs Media Group. capital markets experts and communications industry veterans who we engage with to provide intelligence CYBERSECURITY IS MORE THAN DATA view of your crisis action response. Conduct and counsel. As we’ve grown, we saw value in creat- _ Continued from page 19 this from a communications standpoint, but ing a formal advisory board dedicated to broadening also with recommendations from your cy- our network and ensuring that ICR remains at the cut- ting edge with respect to the critical issues facing our Someone on your communication crisis bersecurity team and make the necessary client base,” Ryan told O’Dwyer’s. “The establishment team needs to understand these steps with- adjustments to both components. of this advisory board along with these two initial ap- out getting in the way, incorporating ac- When it comes to cyberattacks, there are pointments, demonstrates our commitment to being tivities and findings into appropriate back- two types of companies: those that survive the go-to firm for companies looking for a partner to in the current environment, and those that develop communications programs and transaction grounders and FAQs as appropriate. You advisory services tailored to achieving business goals must be transparent and honest with your don’t. Joint preparations between your com- and building enterprise value.” stakeholders without revealing information munications and cybersecurity teams, and Sharp is co-CEO and owner of contemporary wom- that can potentially contaminate the cyber- maintaining cybersecurity as a continuous en’s fashion brand Ramy Brook. Prior to that he was se- security investigation. process, can minimize the impact an inev- nior partner of private equity firm MidOcean Partners. He also previously served as partner at Investcorp In- Phase IV: recovery itable attack might have on your organiza- ternational, was an investment banker at Bankers Trust Your recovery is as important as your re- tion. and worked in Drexel Burnham Lambert’s mergers and sponse; the PLUS in CPR-PLUS represents It can keep you out of the headlines, and acquisitions division. Public Leadership Under Stress. Your com- protect your reputation. Ryan said the agency plans to introduce additional Thomas Graham is CEO of Crosswind Me- members to the board in the future, though a total munications with whatever stakeholder lev- number of members has yet to be determined. el has been affected must continue, while dia & Public Relations. Reg Harnish is CEO simultaneously performing an internal re- of GreyCastle Security. 

WWW.ODWYERPR.COM | FEBRUARY 2016 21 PEOPLE IN PR People in PR Werner co-founded Catalyst as a Manag- like Hilton Hotels, Air New Zealand, Cor- Johnson succeeds Jim ing Partner in 2006 and worked through its ner Bakery and the Actors Fund.  2012 sale to IMG Worldwide. He stepped Abernathy down with Co-Founder Bill Holtz in Oc- tober.  Serrano is Publicis om Johnson, who leads Abernathy MacGregor’s M&A practice and serves New York CEO Tas Co-President, has been named Hollywood publicist CEO of the firm, suc- he New York office of Publicis World- ceeding Co-Founder Murray Weissman dies wide has named Carla Serrano CEO. Jim Abernathy. TSerrano, who formerly served as Chief Abernathy had at 90 Strategy Officer and led the firm since oversaw brand, digital, urray Weissman, a Partner in social strategy initia- co-founding AbMac Weissman/Markovitz Commu- with James MacGre- tives for the multina- Mnications, Los Angeles, a leading tional PR powerhouse’s gor in 1984. He called publicist for many years, died Dec. 28 at building the firm “one New York hub, assumes Tom Johnson his home in Los Angeles. He was 90. the new role immedi- of my life’s greatest ac- Variety called him “a trailblazer in the complishments.” He ately. field of awards cam- Serrano, who joined said Johnson “embodies our culture and paigning” whose cli- collective drive,” adding that 2015 was the Publicis in 2014, was Carla Serrano ents included Frank previously CEO of cre- firm’s most successful year. Sinatra, the Television Johnson called the appointment “hum- ative agency Naked Academy, Miramax, Communications. Prior to that she was bling.” He handled the Cigna-Anthem Judy Garland, Dan- merger, Coty’s acquisition of P&G’s beauty Chief Strategy Officer of advertising agen- ny Kaye, Red Skelton, cy TBWA Chiat/Day NY, and also served as business and the Office Depot-Staples tie- Dick Van Dyke, the up among other recent deals. President of WPP unit Berlin Cameron and Smothers Brothers and Partners. Johnson is a former Editor-in-Charge of hit series including Murray Weissman the North American investment banking Serrano succeeds Publicis Worldwide’s “The Twilight Zone,” North America CEO Andrew Bruce, who and finance desk at Reuters. He also ran “Gunsmoke,” “Route its M&A and IPO units after stints at CNN has held the New York CEO position in tan- 66,” “Wyatt Earp” and “Hogan’s Heroes.” dem with his current title since 2013.  Financial News and Baltimore’s Daily Re- More recently, he worked as a publicist cord. for the “Mad Men” TV series. Matt Weiner, Upper management remains in place at creator of the series, called him an essen- Coca-Cola toasts Kuo the firm, include President Chuck Burgess, tial part of the “Mad Men” team, praising COO Carina Davidson, and Vice Chairs his cleverness and patience. for communications Ian Campbell and MacGregor.  He is survived by his wife, Kay Fried- imberly Kuo, a veteran communicator man, children Benjamin and Julie, and of AOL, CTIA and Baker & Taylor, has Catalyst, Taylor vet three grandchildren.  Kmoved to the Coca-Cola Bottling Co. Werner named MWW in Charlotte as Senior VP of Public Affairs, NBC casts Rawlings Communications and Client Chief Communities. for PR Kuo takes the post WW has brought in Bret Werner, vacated by the retir- a Co-Founder and Managing Di- llison Rawlings, who led PR for ing Lauren Steele, who Mrector at Catalyst, for the new role DreamWorks Animation, has logged 34 years within of Chief Client Officer. Aplugged into NBC Entertainment as the Coca-Cola system Werner, who takes Senior VP, Corporate and departs as SVP of an Executive VP title Communications. Corporate Affairs. The for MWW, is charged She reports to EVP post covers internal Kimberly Kuo with heading strategy Chip Sullivan who calls and external commu- and growth, and over- her a “top-notch com- nications, federal and seeing client relation- munications strategist... state government affairs, and community ships across the firm. extremely intelligent, is engagement. He is a former Man- quick on her feet and Publicly traded CCB primarily serves the aging Partner at Tay- Bret Werner is an exceptional team southeast U.S. as the top marketer, pro- lor during that firm’s p l ay e r.” Allison Rawlings ducer and distributor of Coca-Cola prod- overhaul and reposi- Rawlings led commu- ucts. Third quarter revenue was $618.8 mil- tioning. MWW Chief Michael Kempner nications efforts for the lion with net income of $12.1 million. called him an “exceptional client strategist, DWA, including branding, corporate com- Kuo was formerly Chief Marketing Officer consumer visionary and proven innova- munications and film publicity. at Charlotte-based publishing giant Baker & tor.” He expects Werner to play a key role She was previously Director of Commu- Taylor. She was VP of comms. and advocacy in helping the firm refine its offerings and nications at the Geffen Playhouse and led for CTIA, the wireless industry trade group, operations. account teams at Cohn & Wolfe on clients and spokeswoman for AOL. 

22 FEBRUARY 2016 | WWW.ODWYERPR.COM

REPORT GUARDS battles WiFi from space The Global Union Against Radiation Deployment from Space (GUARDS) is battling plans by Google, Facebook and SpaceX to launch and replace thousands of satellites to provide worldwide Internet service. By Jack O’Dwyer he group says the “harmful pulsed gle’s “Project Loon.” It would be a network by the two companies. It involves placing microwave radiation” violates hu- of balloons traveling on the edge of space hundreds of miles of new physical cable Tman rights conventions due to the that would connect rural and remote areas under sidewalks and streets. Pedestrians “serious biological effects and involuntary to the Internet. throughout New York will be able to have nature of the exposure.” GUARDS claims that the Federal Com- “free Wi-Fi,” says Gelinas. Microwave radiation is the invisible munications Commission, which sets ra- Websites such as Electric Sense urge platform that allows wireless devices in- diation limits, uses standards set nearly computer users to replace WiFi with hard- cluding cellphones and WiFi to communi- 30 years ago. It quotes a recent study la- wired Ethernet connections. cate. It is part of the radio frequency, part beled “Captured Agency: How the FCC is Recommended is of the electromagnetic spectrum. Dominated by the Industry it Presumably “going fully wired” by GUARDS says blanketing the earth with Regulates.” It was written by Norm Alston using a wired mouse “harmful pulsed microwave radiation will for Harvard University’s Edmond J. Safra and a wired keyboard. destroy ozone and worsen climate change Center for Ethics. Electromagnetic due to the emission of black soot NYC project worries anti-WiFi forces Fields (EMFs) gener- from so many rockets. Com- New York Mayor Bill de Bla- ated by a laptop’s key- bined with the detrimental sio has made a deal with board are to be avoid- effects RF radiation has Google and Qualcom ed. Users should also on both flora and fau- that will replace about stay at least three feet Jack O’Dwyer na, including bees, these 7,500 pay phones with WiFi away from the screen. global wireless projects are capable kiosks starting in July, Users are advised to take a break predicted to lead to environ- according to a column in the from computers every 20 minutes and to mental devastation and even New York Post Jan. 11 by Nicole wash their faces after a computer session. widespread starvation.” Gelinas. “Particles of radiation attach themselves to Singled out for criticism is Goo- The $200 million cost is being borne your face,” says Electric Sense. Cellphone warnings abound on web Websites including the one hosted by Dr. Joseph Mercola abound in warnings about cellphone use. Children are advised only to use cell- phones in “dire emergencies.” When not in use, the phones should be placed in air- plane mode or turned completely off. The cellphone stand should be un- plugged at night and kept several rooms away from where most activities take place during the day. “Never bring a cellphone into the bedroom,” is one piece of advice. The base and phones transmit signals 24/7, it is said. Electric Sense says cellphones should never be used in a moving vehicle such as a bus or car since the device will work ex- tra hard to bring in a signal. Use of a cell- phone in a car is advised against because RF radiation “is magnified by the metallic structure — the Faraday Cage effect,” says Electric Sense. The Mercola website urges cellphone us- ers to be considerate of others by not using them in public places such as a doctor’s of- fice, courtroom or public transportation. “Don’t use cellphones near children,” it also advises. Other advice is that cellphones should only be used where there is a strong signal because otherwise the device has to work extra hard to bring in a signal. 

24 FEBRUARY 2016 | WWW.ODWYERPR.COM GUARDS battles WiFi from space O’Dwyer’s guide to ENVIRONMENTAL PR & PUBLIC AFFAIRS

5W PUBLIC practice. non-profits and academic centers. As we celebrate our 50th anniver- Butler Associates campaigns CCA sets the standard in deliver- sary, Cerrell continues to evolve RELATIONS range from victorious Fortune 50 ing best-in-class communications and expand. shareholder proxy battles, direct- in a collaborative, flexible environ- Under the firm’s three-person ing public affairs, legal and pub- ment where creativity reigns and ownership team of Chairman & 1166 Ave. of the Americas, 4th Flr. New York, NY 10036 lic safety awareness campaigns, clients come first. Highly valued as CEO Hal Dash, President Lisa 212/999-5585 to visibility for top business and a natural extension of clients and Gritzner and CFO Steve Bullock, Fax: 646/328-1711 financial firms and their CEO’s. winner of PRWeek’s 2014 Health- Cerrell’s strength is illustrated by [email protected] The Butler group includes sea- care Campaign of the Year, the our 20% revenue growth for two www.5wpr.com soned media and communication CCA team is passionate about the consecutive years. pros, committed to their clients, work and proud to be making a real To enhance the firm’s capabili- Ronn D. Torossian, President & who deliver consistent results. Its difference in people’s lives. ties and ensure sustained success, CEO Litical Solutions division delivers Our communications programs Cerrell has developed the next consumer engagement and award- are driven by the need to motivate 5W’s public affairs services generation of leaders shaping the winning advertising for broadcast, behavioral change among stake- firm’s future. run the gamut: From managing online and print. holders. We achieve this by bring- high-profile local issues to han- Brandon Stephenson was recent- Clients: Association of BellTel ing the right people to the table — ly promoted to the newly-created dling major public affairs projects Retirees Inc.; Astoria Cove Devel- healthcare professionals, thought in the U.S. and abroad to hosting position of Chief Strategic Officer opers; Empire Strategies; Grand- leaders, advocates, patients and to work with Cerrell’s ownership foreign dignitaries on U.S. visits, parents.com; Hooks for Heroes; loved ones — and then building the New York-based agency, with team to determine the firm’s future Hostelworld Group; Hunts Point alliances, communities, and cham- vision and manage our various offices in Denver and Los Ange- Cooperative Market; Kerry Rose pions motivated to act. les, is expert at influencing public practice areas. Foundation; Mechanical Contrac- CCA is fully integrated global- Senior Public Affairs Direc- opinion and advocating for change. tors Association of New York; ly with operations in New York, 5W’s campaigns are customized tor Chris Gilbride was hired to New York Affordable Reliable Washington, Los Angeles, Lon- co-manage Cerrell’s Media Re- to address every facet of public Electricity Alliance; Patriot Bank, don, and Paris, and is supported affairs: polling, message devel- lations & Crisis Communication NA; Plumbing Foundation of New by inVentiv Health, Inc., a pure- practice area. Prior to joining Cer- opment, coalition building, media York; ProtectSeniors.Org; Siebert play global network spanning relations, media training, issues rell, Chris spent more than a decade Brandford Shank & Co., L.L.C.; 45 markets. The network is truly managing communications for and crisis management, and digi- Stamford (CT) Police Associa- best-in-class and, through ongo- tal media. The various campaigns, several departments in the City of tion; Stamford Professional Fire ing collaboration and knowledge New York under Mayors Michael which encompass international, Fighters Association; Steamfitters sharing, stays one step ahead of federal, state and regional efforts, R. Bloomberg and Bill de Blasio. Local 638, New York; Telebeam the local and regional social, eco- Public Affairs Director Kather- have included both sides of the Telecommunications; Uniformed nomic and policy trends to ensure political aisle. But the agency is ine Hennigan, a long-time Los An- Firefighters Association (NYCity). the delivery of integrated commu- geles City Hall planning and land less concerned with partisanship nications solutions for clients who and more focused on doing great use veteran, was hired to bring a seek global reach while demanding keen understanding of the local PR work and communications for CHANDLER local relevance. brands and organizations that deal entitlement process and political with public-affairs issues. Clients CHICCO AGENCY landscape to our developer clients. include government allies of the Cerrell She will join the Land Use practice U.S., political leaders, Congressio- 450 West 15th Street, 7th Floor area led by development attorney nal candidates, religious leaders, New York, NY 10011 320 N. Larchmont Blvd. Nicole Kuklok-Waldman, who 212/229-8400 one of the largest taxi associations Los Angeles, CA 90004 also recently joined Cerrell after www.inventivhealth.com/ccapr 323/466-3445 working at several prestigious Los in the country and a variety of pub- [email protected] lic affairs organizations. www.cerrell.com Angeles-based law firms. What makes Cerrell truly unique Julie Adrian, US Managing Director Hal Dash, [email protected], Chair- among our competitors is that we BUTLER Heather Gartman, Managing Direc- man and CEO tor, DC have specialists in all of our core Lisa Gritzner, [email protected], practice areas. Our Media Rela- ASSOCIATES, LLC Jo Wunder, Group Director of Op- President erations, EU Brandon Stephenson, brandon@ tions & Crisis Communication 204 East 23rd St. cerrell.com, Chief Strategic Officer. team understands what it takes to New York, NY 10010 Chandler Chicco Agency (CCA), cut through the clutter and com- 212/685-4600 as part of the inVentiv Health Pub- As one of the nation’s most re- municate our clients’ stories stra- [email protected] lic Relations Group, is a global spected and successful public af- tegically. Cerrell’s Energy & En- www.ButlerAssociates.com team of healthcare communi- fairs and public relations firms, vironment practice area provides cations specialists dedicated to Cerrell combines the power of our strategic counsel and outreach One Stamford Plaza helping clients solve their most legacy with an elite team of for- services to manage California’s 263 Tresser Blvd, 9th Fl. complex challenges. Integrating ward-thinking communicators to challenging public policy and reg- Stamford, CT 06901 an unmatched breadth of resourc- develop winning strategies for a ulatory environment. Our Local Thomas P. Butler, President es that enables a comprehensive, diverse range of clients. Government practice helps our 360-degree approach, CCA serves Since our founding in 1966, Cer- clients successfully navigate lo- Winner of multiple Interna- clients that span the spectrum of rell has consistently developed the cal and state government, engage tional Association of Firefighters healthcare from blockbusters to type of multifaceted, multilingual decision-makers and, ultimately, (IAFF) best national P.R. campaign niche products; large pharma to strategic programs that are need- achieve their desired results. Cer- awards. Ranked among top agen- emerging specialty companies; ed in today’s complex and rapid- rell’s skilled Campaigns & Issues cies in the New York market for its biotech to devices and diagnostics; ly-changing public policy environ- Management team manages every environmental and public affairs healthcare technology, hospitals, ment. aspect of a political or issue-based

26 FEBRUARY 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Environmental PR & Public Affairs Firms campaign in a strategic manner to lishers (ASCAP), Association of attain our clients’ goals – whether National Advertisers (ANA), Dig- it’s achieving success on Election ital Advertising Alliance, MSN, Day or winning a vote before a Northern Arizona University, Otis governing body. Cerrell’s Land Worldwide, Philadelphia Eagles, Use practice experts effectively Piaggio Group Americas, The manage the complex, and often Physicians Foundation and US political, entitlement process to Preventive Medicine. build support for the approval of our clients’ projects. Twenty seven elite professionals COYNE PR and a strong support staff bring 5 Wood Hollow Road diverse experience to our clients Parsippany, NJ 07054 under one roof. With Cerrell’s 973/588-2000 comprehensive slate of services www.coynepr.com and expert staff, we continue to provide our clients with unmatched 5 Bryant Park ® public affairs and public relations 28th Floor The Crosby team works with EPA’s ENERGY STAR program to help pro- expertise. New York, NY 10018 tect the environment and fight climate change. Beyond Cerrell’s own capabil- 212/938-0166 ities, our firm is also a longtime 12400 Wilshire Boulevard member of the Worldcom Public Suite 535 and has offices in Annapolis, Md., Relations Group, the largest net- Los Angeles, CA 90025 Crosby work of independent public rela- 310/395-6110 and Washington, D.C. To see case tions firms in the world. Through Marketing studies, visit www.crosbymarket- Worldcom’s global network, Cer- Thomas F. Coyne, CEO Communications ing.com. rell has helped clients deploy both Rich Lukis, COO Kelly Dencker, Senior Vice President local and global strategies that 705 Melvin Avenue DAVIES have succeeded in some of the Joe Gargiulo, Senior Vice President Kevin Sullivan, Senior Consultant Annapolis, MD 21401 most challenging circumstances 410/626-0805 Los Angeles, CA around the world. Coyne PR is uniquely positioned www.crosbymarketing.com 310/395-9510 to address public policy and sustain- Raymond Crosby, President Washington, D.C. CooperKatz & ability issues that impact clients’ Jeff Rosenberg, Executive Vice 202/580-8930 Company short and long-term business inter- President, Nonprofits & Causes ests. Working in collaboration with Santa Barbara, CA the firm’s team leaders, we develop For more than 40 years, Crosby 805/963-5929 205 Lexington Avenue, 5th Floor public affairs campaigns to edu- has helped clients Inspire Actions New York, NY 10016 [email protected] www.cooperkatz.com cate government officials, thought That Matter™ — actions that pos- leaders and other stakeholders. itively impact people’s lives and www.DaviesPublicAffairs.com Ralph Katz, Principal The agency has represented prom- contribute to the greater good. inent organizations such as Express From helping to save energy and John Davies, CEO Anne Green, President and CEO Taylor Canfield, Exec. VP Scripts, Atlantic Health and Sev- reduce greenhouse gases to stop- Joshua Boisvert, Exec. VP CooperKatz has significant ex- enth Generation. Coyne also coun- ping the spread of invasive species, Robb Rice, Exec. VP perience helping clients respond seled clients such as UPS and the from fighting for Veterans’ rights Lisa Palmer, Sr. VP to complex business, public policy Sealed Air Corporation, as they for- to promoting innovation in educa- or environmental issues with inte- malize their sustainability strategies tion, Crosby partners with clients Working throughout North grated communications solutions and obtain recognition for achieve- to raise awareness of today’s most America on the most complex and that deliver results. Our expertise ments that have, and will continue important issues and call people to challenging projects, Davies Public enables organizations to strategize to be, fundamental elements of their action. Affairs ensures clients successfully issues, articulate key perspectives core business operations. From The firm serves a wide range navigate the court of public opin- and leverage opportunities. thought leadership positioning to of nonprofits, foundations, gov- ion by engaging the public with Relevant cases include: Issues relationship building (government, ernment agencies and companies thoughtful strategies and messages regarding healthcare reform, de- NGOs, associations, general and focused on the environment, pub- based upon innovative qualitative livery and policy; Copyright/trade- LOHAS consumer groups) to grass- lic health, education, and advo- research, state-of-the-art data min- mark protection in digital realm; roots initiatives, our experts lever- cacy. Crosby develops integrated ing, and along with inspiring graph- Privacy/tracking issues related age and build upon every existing marketing campaigns for clients ics and media. to online behavioral advertising; asset to develop the most creative including EPA’s ENERGY STAR Today, public approval really Marketing of controversial prod- and meaningful sustainability ini- program, USDA, DAV (Disabled means approval by the public. Citi- ucts; Addressing complex regula- tiatives. Companies that integrate American Veterans), Catholic zens have greater influence over the tory issues; Publicizing global cor- sustainability into their business Relief Services and The Wallace decision-making process, especially porate environmental initiatives; strategies recognize the importance Foundation. when a decision maker is an elected Assessing environmental impact of communicating their practic- Services include marketing re- official or government agency. of motor vehicles; Announcing es, programs and approaches with search and planning, brand devel- Davies has a proven process, major renewable energy invest- stakeholders. Informed, responsible opment, public relations, commu- which is constantly innovating, ments; Scientific research into sus- and knowledgeable consumers can nity and multicultural outreach, that transforms public opinion tainability/environmental issues. increase the market share of a sus- digital marketing and web devel- and leverages authentic grassroots CooperKatz has developed pub- tainability-minded company and be opment, PSAs, and social mar- and toproots to motivate citizens lic affairs and/or environmental instrumental in achieving business keting and behavior-change cam- to speak out in favor, overcoming campaigns for diverse clients, goals. The members of our team are paigns that deploy a mix of paid, natural fears to manufactured op- including American Cleaning In- GRI knowledgeable and certified earned, owned and shared media. stitute (ACI), American Society to help clients achieve this industry Crosby is #35 on O’Dwyer’s of Composers, Authors and Pub- standard. ranking of public relations firms _ Continued on page 28

ADVERTISING SECTION | WWW.ODWYERPR.COM | FEBRUARY 2016 27 Profiles of Environmental PR & Public Affairs Firms

ing events and initiate broad-based inVentiv Health DAVIES grassroots advocacy efforts. We di- _ Continued from page 27 rect successful issues management PR Group campaigns inside the Beltway, in position resulting in timely public key states and across the globe. 450 West 15th Street approvals. Our Environmental PR work is New York, NY 10011 Davies has been consistently extensive and spans many areas 212/229-8400 recognized among the top strate- including: sustainable agriculture, Fax: 212/229-8496 gic communications firms in North renewable energy, climate change, www.inventivhealth.com/PR America, being chosen as the Pub- [email protected] clean technology, energy efficien- twitter: @inventivPR lic Affairs Firm of the Year or Pub- cy, water pollution and scarcity, blog.inventivhealth-pr.com/ lic Affairs Campaign of the Year smart grid and green buildings. dozens of times over just the past Jeanine O’Kane, U.S. Managing few years and winning design, me- Director dia and branding recognition nor- G&S Business mally reserved for products. Communications The global public relations group Davies’ focus is Energy & En- of inVentiv Health helps launch vironment, Mining, Oil & Gas, Worldwide Headquarters brands and build the reputations of Chemicals, and Real Estate. 60 East 42nd Street, 44th floor companies working to improve hu- Aljolynn Sperber is Marketing A representative listing of New York, NY 10165 man health. With an integrated ap- Maven’s Director of Social Media, clients include: Anglo Ameri- 212/697-2600 proach to communications, inVen- educating the public, monitoring can, SoCalGas, Chevron, Colony Sustainability Consulting Practice: tiv Health Public Relations Group sentiment, analyzing share of voice Capital, Dominion, ExxonMobil, 312/648-6700 includes four agencies that offer and identifying key influencers. NRG, HomeFed, HudBay Minerals, www.gscommunications.com best-in-class capabilities spanning KGHM, Newland, andTejon Ranch. [email protected] public relations, digital and social relations, this generates significant media, medical and scientific edu- impact for clients. FINN PARTNERS Luke Lambert, President and CEO cation, and analytics and measure- From high profile litigation, Jeff Altheide, Executive VP ment. emergency announcements, public 301 East 57th Street Ron Loch, Sr. Vice President & Our teams create communica- affairs issues with utilities compa- New York, NY 10022 Managing Director, Sustainability tions that drive corporate value, nies and law enforcement associ- 212/715-1600 Consulting enhance brand perception, and ations to reputation management www.finnpartners.com deliver on the bottom line. Agen- surrounding tech companies with G&S Business Communications cies within inVentiv Health Public partners with clients seeking a stra- data breaches, our strategic exe- 1129 20th St., NW, #200 Relations Group include: Allidura cution is core to the success of our Washington, D.C. 20036 tegic approach to corporate social Consumer, Biosector 2, Chamber- 202/466-7800 responsibility (CSR) that improves campaigns for environmental and 202/667-0901 lain Healthcare PR, and Chandler public affairs clients. Marketing relationships with stakeholders and Chicco Agency. realizes greater business value from Maven executes these campaigns Amy Terpeluk, Global Issues The broad scope of inVentiv in both English and Spanish. sustainability efforts. Health Public Relations Group Jessica Ross, Public Affairs With headquarters in New York, Marketing Maven is 8(a) certi- Jim Luetkemeyer, Public Affairs is powered by inVentiv Health, a fied by the U.S. Small Business offices in Chicago, Raleigh and global, top-tier, clinical and com- Basel, Switzerland, and affiliates Administration, Women’s Business Finn Partners is a leader in Pub- mercial professional services com- Enterprise (WBE), has WOSB sta- lic Affairs and Environmental PR in 50+ countries, we advise on pany. sustainability reporting, strategic tus with the government and DBE, with proven and award-winning CUCP and CPUC certification. expertise. Our team in Washington messaging and stakeholder engage- DC and New York has an extensive ment, materiality analysis, green Marketing understanding of today’s key issues technology marketing, supply Maven MARX LAYNE and insight into tomorrow’s consid- chain monitoring, and cause mar- keting. Our portfolio encompasses & CO. erations. We specialize in raising 135 East 57th Street, 4th Floor awareness with key audiences and a broad array of services to imple- New York, NY 10022 influencers, as well as driving pub- ment brand strategy, content strat- 31420 Northwestern Hwy., #100 212/967-5510 Farmington Hills, MI 48334 lic understanding of key industries, egy, creative, digital and social, www.MarketingMavenPR.com employee engagement, insights 248/855-6777 Ext. 105 complex legislative and regulatory [email protected] issues and important causes. Our and analytics, media relations, and Los Angeles Headquarters www.marxlayne.com clients include industry leaders, es- sustainability and corporate social 310/994-7380 tablished private sector companies, responsibility. Michael Layne, Managing Partner innovative start-ups, trade and in- Annual editions of our Sense & Lindsey Carnett, CEO & President dustry associations and non-profit Sustainability® Study continue to [email protected] For more than 25 years, De- organizations. be an authoritative source for re- Natalie Rucker, VP of Business troit-based Marx Layne & Com- search into consumer opinions on Development pany has provided outstanding, We manage many national and [email protected] multi-state public affairs cam- the corporate commitment to envi- John Krisiukenas, Managing Di- results-oriented communications paigns, execute high-profile media ronmental, social and governance rector, NY counsel to a broad range of clients relations programs, plan news-mak- (ESG) responsibilities. G&S also [email protected] in the business, government and advances thought leadership via nonprofit sectors. The March issue of O’Dwyer’s will programs that feature journalists Marketing Maven’s sophisticat- Our proven ability to design and feature a company profiles section from leading news organizations, ed share of voice and sentiment launch successful public relations among them Businessweek, News- analysis tools help to shape cam- campaigns, develop creative com- of food & beverage PR. If you would week and Time magazine. paign strategy for public affairs munications solutions and exceed like to be listed, contact editor We achieve business results by and environmental clients. Align- client expectations has earned us a Jon Gingerich at 646/843-2080 or precisely aligning sustainability ing with key influencers and uti- reputation as a valued partner and [email protected] communications with corporate lizing grassroots social media tac- an industry leader. We are highly strategies. tics, paired with traditional media skilled at integrating communi-

28 FEBRUARY 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Environmental PR & Public Affairs Firms cations, utilizing media relations, visit www.moorecommgroup.com. branding, advertising, design, digi- who, in turn, help us win and retain social media, content marketing, tal, social, mobile, media relations the best clients. While we’ve won community relations and crisis and crisis management expertise to countless awards, we’re most proud communications. MWWPR build corporate and product brands of being named Best Place to Work Our account professionals cus- with customers, investors, employ- in New York City by Crain’s New 304 Park Avenue South tomize high impact strategies to New York, NY 10010 ees and communities. York Business and a Best Work- deliver clients’ messages and influ- 212/704-9727 PadillaCRT’s environmental sci- place for Women by Great Place to ® ence opinion on legislation, regula- www.mww.com ences team brings the best of what Work and Fortune. tion and appropriations at the state the agency has to offer — smart, Our combined years of deep cat- and local levels. William P. Murray, Executive VP & invested people dedicated to help- egory experience and love of what We’re routinely engaged by lob- National Director of MWWPR’s 50 ing clients achieve their purpose we do shapes our work. We engage byists to reinforce their efforts by State Public Affairs Network — along with a passion for compa- your audiences on every level and generating constituent messages, [email protected] nies and organizations engaged in set your brand apart. And we do news coverage appearances, ed- Paul Tencher, Senior VP, National all this to help your bottom-line Director of Public Affairs & Deputy protecting, managing and optimiz- itorial commentaries, expert tes- Director ing the earth’s natural resources. and build your business. So get in timony and research studies. Our [email protected] Whether it’s in agriculture, energy, touch. We’re all ears. clients include publicly traded clean water and air or environ- multinational corporations, mid- MWWPR, one of the world’s top mental remediation, PadillaCRT’s sized companies and small private independent public relations agen- environmental sciences team col- Perry practices. cies, is a leading expert in the pub- laborates with clients to plan and Communications We’re knowledgeable in many lic affairs and government relations implement communications strate- industries including environmen- fields. Having worked at the high- gies to grow their businesses, serve Group tal services, energy, financial ser- est levels of the executive branch, their customers, build alignment vices, healthcare, higher education, Congress and state and local gov- with stakeholders and sustain our 980 9th Street, Suite 410 hospitality, legal, manufacturing, ernments, we understand how to natural resources. Sacramento, CA 95814 help our clients Matter More™ in 916/658-0144 nonprofit, real estate, retail and Clients in the environmental sci- Fax: 916/658-0155 telecommunications. Washington, D.C. and in the com- ence sectors include BASF, Cargill, www.perrycom.com munities where decision-makers Conservis, Land O’Lakes and Pen- @KassyPerry Moore operate. tair. Our extensive experience, con- PadillaCRT is a founding mem- Kassy Perry, President/CEO Communications tacts and deep access to Democrat- ber of the Worldcom Public Rela- Julia Spiess Lewis, Senior Vice ic and Republican leaders in ma- tions Group, a partnership of 111 President Group jor congressional committees and independently owned partner offic- Jennifer Zins, Vice President government agencies — coupled es in 140 cities on six continents. 2011 Delta Blvd. with our proprietary CapitolEdgeTM Perry Communications Group Tallahassee, FL 32303 50-state legislative and public af- is an award-winning, full service 850/224-0174 fairs network — enables us to help Peppercomm, strategic communications firm. Led by Kassy Perry, PCG shapes ideas, Tallahassee + West Palm Beach + clients achieve greater standing and Inc. credibility at the highest levels of galvanizes opinions and influences News Orleans + Denver decisions ultimately leading to so- federal, state and municipal gov- 470 Park Ave. South, ernment, and to achieve their pub- cial change. The PCG team helps Karen Moore, Founder and CEO 4th Floor North clients positively impact public Terrie Ard, President lic policy goals. With a deep un- New York, NY 10016 policy issues not only in Sacramen- Jordan Jacobs, Vice President of derstanding of all communications 212/931-6100 Client Servicing channels — social media, advertis- [email protected] to, but throughout California and ing and traditional media relations, www.peppercomm.com the U.S. PCG tackles high-profile Moore Communications Group is direct mail, stakeholder mapping issues such as health care, energy a nationally-ranked integrated com- and proprietary creative strate- Steve Cody, Co-CEO & Co-Founder and environment, finance and wa- munications firm headquartered gies — and our proven grassroots, Ed Moed, Co-CEO and Co-Founder ter. in Tallahassee, Florida. Blending grasstops and consensus-building Ted Birkhahn, Partner & President Whether the politically savvy smart strategy with creative col- communications programs, we Ann Barlow, Partner & President, PCG team is managing a compli- laboration, we use integrated com- West Coast cated issue, running a statewide help raise our clients’ public policy Deborah Brown, Partner & Manag- munications campaigns to build interests and inspire action among initiative campaign, leading a brands. Our tailored marketing ing Director high-profile coalition or helping key stakeholders. Jacqueline Kolek, Partner & Man- solutions are custom curated from aging Director clients communicate, shape and a mix of more than 12 services and Maggie O’Neill, Partner & Manag- influence with a mix of traditional specialties including advocacy, PadillaCRT ing Director and digital strategies, we achieve digital, social and Latino commu- success by building strong relation- nications that shape opinions, shift 1101 West River Pkwy., #400 Peppercomm is an independently ships with policymakers, the media behaviors and incite action, con- Minneapolis, MN 55415 owned 20-year-old integrated com- and corporate influencers. We ex- necting our clients to success. 612/455-1700 munications and marketing agency cel at working with local and state Connecting is at the heart of what PadillaCRT.com headquartered in New York with governments. Since the company’s the Moore Communications Group Matt Kucharski, Executive Vice offices in San Francisco, Boulder founding, we have worked with team does for our clients. These President and London. Helping clients see Fortune 500 companies, major in- connections power business suc- Tina Charpentier, Vice President around the corner and determine dustry associations and charitable cess, greater profits, brand identity what’s next sets Peppercomm apart organizations. and strategic outcomes. We under- PadillaCRT is a top 15 indepen- from other integrated communica- PCG provides public affairs ser- stand promises matter. It’s quite dent public relations and communi- tions and marketing firms. It en- vices for an array of clients includ- simple. If you deliver what you cations company. Its 200 employee ables us to push boundaries while ing: promise to people you will matter owners use insightful strategies mitigating risk for clients in finan- California Automotive Whole- to them. We promise to connect you to help clients develop deep con- cial services, consumer, B-to-B and saler’s Association, California to a new level of business success. nections with the people who are multi-industry sectors. For more information about important to their success. Its Our unique approach and dynam- Moore Communications Group, 360-degree approach uses research, ic workplace attract the best talent _ Continued on page 30

ADVERTISING SECTION | WWW.ODWYERPR.COM | FEBRUARY 2016 29 Profiles of Environmental PR & Public Affairs Firms

cations firm, building public and Relations®, a proprietary method opinion-leader support for issues of launching new and revitalizing of statewide, regional and national iconic products, services, compa- importance. With strong biparti- nies, institutions and communities san relationships, the Sachs Media to build awareness, excitement, Group team is a smart, strong, and and sales. Visit www.schneiderpr. strategic partner to any successful com. government relations team, gener- ating public support, on-message Weber media coverage and third-party validation of client priorities. Shandwick The firm combines public rela- tions, marketing, advertising, cri- Paul Massey, Executive Vice Pres- sis management, grassroots and ident digital/social media strategies, cre- 733 Tenth Street, NW ating effective campaigns for cor- Washington, DC 20010 porate, nonprofit, and governmen- Cindy Drucker, Executive Vice tal clients and is a national leader Ron Sachs, President/CEO and Michelle Ubben, Partner, COO & Director President in branding and public education 733 Tenth Street, NW of Campaigns & Branding. campaigns. Washington, DC 20010 The firm’s leadership team — Weber Shandwick is a leading has represented clients in the steeped in media, government and global communications and en- PERRY COMMUNICATIONS conservation and environmental politics — deeply understands gagement firm in 78 cities across _ Continued from page 29 fields. Today a growing segment how to shape issues, move public 34 countries and operations ex- of our business consists of clients and policymaker opinion, and win tending to 126 cities in 81 coun- who seek national and regional in the halls of power. tries. Through our Social Impact Craft Brewers Association, DBA counsel on issues, including land The firm is headquartered in Tal- and Energy offerings, we bring International, Partnership to Fight use, water quality, wildlife conser- lahassee with offices in Orlando, clients a full-range of strategic, in- Chronic Disease and the Pharma- vation, marine life protection and Tampa, Boca Raton and Washing- tegrated communications services ceutical Research & Manufacturers living sustainably. ton, D.C. Sachs Media Group is along with in-depth subject matter of America We create and launch campaigns, the go-to firm for public affairs in expertise needed to navigate the operate consumer awareness pro- Florida and the southeast. complexities of the social responsi- grams, celebrate announcements bility, sustainability and energy-re- and milestones, manage social me- Public Schneider lated arenas. dia campaigns and create content Weber Shandwick’s global So- Communications and strategies that inform, excite Associates cial Impact team works at the and connect publics with our cli- Inc. intersection of corporate social ents’ messages. This includes han- Member of the Worldcom Public responsibility, sustainability and dling crises, coaching spokesper- Relations Group One East Wacker Drive, 24th Floor 2 Oliver Street, Suite 402 social issues. The team creates sons and providing an outside-in Chicago, IL 60601 Boston, MA 02109 best-in-class, award-winning en- perspective that is difficult for 312/558-1770 617/536-3300 gagement campaigns, partnering people within an organization to Fax: 312/558-5425 [email protected] with leading corporate, foundation, www.pcipr.com muster. www.schneiderpr.com and nonprofit clients to advance More than 75% of PCI’s new shared value and positive change Jill Allread, APR, CEO business is generated through Joan Schneider, Chief Executive on business and social issues with Pamela Oettel, CFO & COO word of mouth, including referrals Officer & Founder consumers, thought leaders, media Craig Pugh, President and personal recommendations Phil Pennellatore, President and other key stakeholders. Our from our clients. This is particular- Experience distinguishes PCI At Schneider Associates, we de- professionals bring long-standing ly true within our conservation and as a go-to agency on green issues. fine public affairs as anything that expertise working with corpora- environment practice because PCI We serve a diversity of environ- impacts public opinion and drives tions to distinguish sustainabili- has established a reputation of un- mental clients, from advocacy behavior. Whether you’re facing a ty progress and leadership, often derstanding our clients’ needs and organizations and professional media crisis, securing town permit- through multi-stakeholder engage- delivering results. associations, to nationally ranked ting approvals, advancing social ment. Our global Energy team pro- Once clients begin working with zoos and aquariums, conservation or environmental causes, or trying vides tailored communications and PCI, they stay. Nearly half of our groups and regulatory agencies. to influence decision-makers at all engagement services designed to clients in the conservation and en- It is an agency priority to use sus- levels of government, Schneider meet the continually evolving cli- vironmental fields have been with tainable business practices daily at Associates can help. mate change, energy efficiency, re- us 10 years or more and our clients PCI because we share the belief We implement a proprietary newables, energy innovation, utili- benefit. with our environmentally con- process known as Community ties, oil & gas and chemical arena. scious clients that it’s important to Launch™ to develop campaigns Weber Shandwick counsels cli- live sustainably. Sachs and government relations strate- ents on social responsibility, sus- Several PCI senior counsel- gies for premier commercial, re- tainability, energy issues manage- ors have significant experience Media Group tail, and residential real estate de- ment and public affairs strategy working in and for environmen- velopers as well as corporations, in partnership with the agency’s tal organizations. This first-hand 114 S. Duval Street nonprofits, and municipalities. We specialized public affairs division, experience brings extraordinary Tallahassee, FL 32301 build support to drive initiatives 850/222-1996 Powell Tate, based in Washington, insight and benefits to our clients www.sachsmedia.com through the public process, and D.C. Powell Tate staff includes top — from PCI’s creative strategies execute campaigns for our clients. communications and policy experts to knowing what words resonate Ron Sachs, President & CEO Schneider Associates is a full-ser- from both parties on Capitol Hill, and prompt public engagement on vice public relations and integrated the White House, federal agencies, green issues. Sachs Media Group is Florida’s marketing communications agen- trade associations, advocacy orga- For most of our 53 years, PCI dominant public affairs communi- cy specializing in Launch Public nizations and the media. 

30 FEBRUARY 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION OENVIR’DWYER’ONMENTAL & PSUB LRAIC AFFAIRNKIS PRN FIRGMSS

Firm Net Fees (2014)

1. APCO Worldwide, Washington, DC $29,604,799 2. Edelman, New York, NY 17,064,414 3. Davies, Santa Barbara, CA 9,992,391 4. Finn Partners, New York, NY 6,000,645 5. Cerrell Associates, Los Angeles, CA 5,015,110 6. Singer Associates, Inc., San Francisco, CA 3,336,240 7. Rasky Baerlein Strategic Communications, Boston, MA 3,281,242 8. MWWPR, New York, NY 3,075,000 9. Fiona Hutton & Associates, Los Angeles, CA 3,070,243 10. LEVICK, Washington, DC 2,202,002 11. Sachs Media Group, Tallahassee, FL 2,179,867 12. SevenTwenty Strategies, Washington, DC 2,006,379 13. Lambert, Edwards + Associates, Grand Rapids, MI 1,987,000 14. Perry Communications Group, Sacramento, CA 1,415,987 15. Crosby, Annapolis, MD 1,041,331 16. Peppercomm, New York, NY 995,882 17. PadillaCRT, Minneapolis, MN 994,850 18. Public Communications Inc., Chicago, IL 928,908 19. CooperKatz & Co., New York, NY 769,798 20. Butler Associates LLC, New York, NY 712,457 21. McNeely Pigott & Fox Public Relations, Nashville, TN 690,377 22. Schneider Associates, Boston, MA 432,844 23. French | West | Vaughan, Raleigh, NC 300,000 24. Seigenthaler PR, part of Finn Partners, Nashville, TN 291,091 25. Moore Communications Group, Tallahassee, FL 277,104 26. Jackson Spalding, Atlanta, GA 261,776 27. Zeno Group, New York, NY 158,331 28. Landis Communications, San Francisco, CA 150,000 29. IW Group, West Hollywood, CA 142,000 30. WordWrite Communications LLC, Pittsburgh, PA 134,800 31. Rosica Communications, Paramus, NJ 58,000 32. Beehive PR, St. Paul, MN 49,910 33. Didit Communications, LLC, New York, NY 25,050 34. Trevelino/Keller, Atlanta, GA 25,000 35. Standing Partnership, St. Louis, MO 2,000

© Copyright 2016 The J.R. O’Dwyer Co. OPINION Professional Development The fall of the Columbia Journalism School

By Fraser Seitel onMobil. Columbia honors go to friendly allies Headlining the school’s website is an in- For nearly 100 years, the Columbia Jour- ull disclosure: After graduating from the vitation to read the three-part series that nalism School has awarded the Pulitzer University of Missouri School of Jour- Columbia students, in association with the Prize for achievements in journalism. There Fnalism many, many years ago, I was re- Los Angeles Times, produced its Energy and is no more coveted honor in this field. When jected for admission to the nation’s foremost Environmental Reporting Project, which ac- a journalistic entity earns a Pulitzer, it gains graduate school for cuses ExxonMobil of hiding early knowledge instant respect, recognition and support. budding reporters, about global warming and deceiving the In 2013, the year Steve Coll became J the Columbia Uni- public for years while it continued to pump School Dean, the Pulitzer was awarded versity School of out the filthy fuel. to InsideClimate News, at that time an ob- Journalism. The L.A. Times stories and earlier ones in scure online news organization devoted to So I went into InsideClimate News, a newsletter focused on climate change issues and the end of fos- public relations. the dangers of climate change, sparked inves- sil fuels. The news service was funded by In the spirit of tigations from state attorneys general, like the same philanthropic organizations that Groucho Marx’s New York’s eager beaver Eric Schneiderman, funded Columbia’s Energy and Environmen- disdain for any club and provoked outrage from liberal politi- tal Reporting Project. that would have al- cians, notably Democrat presidential candi- Two years after its Pulitzer, InsideClimate lowed him to be a dates Hillary Clinton and Bernie Sanders. News led the attack on ExxonMobil with Fraser P. Seitel has member, however, I ExxonMobil immediately cried foul, its mammoth five-part series, authored by been a communications consultant, author and ultimately admired pointing out that the basis of the reporting three reporters, assisted by five associates teacher for more than Columbia for re- came from Exxon’s own publicly-available and based almost entirely on Exxon’s own 30 years. He is the au- fusing to lower its data, that the data was “cherry-picked” and archival records housed at the University of thor of the Prentice-Hall standards and ac- didn’t at all reflect Exxon’s public statements Texas in Austin. text, The Practice of cept the likes of me. over time about the evolving causes and risks The series’ breathless premise — that Exx- Public Relations. Columbia, after associated with climate change. on purposely hid lethal facts about global all, was the crème In other words, Exxon accused Inside- warming — was seized upon by reporters de la crème of journalism schools, and it Climate News and the Los Angeles Times of and politicians as nothing less than the had a reputation to protect. publishing hatchet jobs, aided and abetted second coming of the cigarette industry’s But these days, I’m not so sure. by a supposedly impartial, distinguished ac- attempt to hide its products’ connection to Under its current dean, former Washing- ademic institution. cancer. ton Post reporter Steve Coll, the once mighty Now, there’s nothing wrong with good, Columbia’s dean is virulently anti-Exxon. bastion of fairness and objectivity has in- solid investigative reporting pursued in the Perhaps most incriminating about the creasingly become a willing spear-carrier for cause of finding the truth. But the reporting Columbia Journalism School’s targeting of liberal political causes. in this case raises troubling ethical questions, ExxonMobil involves the status of its Dean. Today, what passes for “journalism” is not only about the integrity of Columbia Steve Coll, the Dean of the Columbia more often the kind of one-sided rabble that University’s “research,” but also the kind of School of Journalism has, for years, been Fox News spews on the right and MSNBC scholarship the Columbia Journalism School an unabashed Exxon critic. In 2012, a year spouts on the left. Alas, the Columbia Jour- now advocates. before he came to Columbia, Coll wrote a nalism School seems to have forsaken its 100 Three of the more perplexing issues con- 683-page expose, Private Empire: Exxon- years of teaching the principles of unbiased, cerning the Columbia J School Exxon on- Mobil and American Power. Needless to indifferent reporting and has fallen down slaught are the following: say, it wasn’t a love letter. When describing that same subjective rat hole. Funders are outspoken climate advocates the book, Coll’s former employer the Wash- Case-in-point: Columbia J School’s cam- Columbia’s Energy and Environmental ington Post said, “ExxonMobil has met its paign to rid the world of fossil fuels and that Reporting Project is funded in part by phil- match in Coll.” most villainous deliverer of such fuels, Exx- anthropic organizations devoted to climate Again, there’s nothing wrong with an in- change issues and the end of fossil fuels. The vestigative reporter focusing his bazooka on alignment of the thesis of the articles and Big Oil. But what is curious is that with all of PR news brief the goals of the funders is clear. Less clear today’s societal targets ripe for investigative FH sweetens PR for Russell was the identity of said funders, which the research — from income inequality to gun L.A. Times conveniently failed to list in its politics, from lobbyist control of legislators Stover articles. to Steven Cohen and the SEC — the one Confectioner Russell Stover has brought in Fleish- Clearly, journalism schools like Columbia, company the Columbia School of Journal- manHillard to mold its PR as AOR. where it costs a full-time graduate student ism chooses to go after was the same one its The work covers social media, digital and PR for the upwards of $90,000 a year, are suffering Dean hammered in his best-selling book. Kansas City-based company, purchased by chocolati- st er Lindt in 2014. severe money woes. Last year, Columbia J Advocacy journalism in the 21 century FH’s Chicago outpost will lead the work with as- School class sizes were reduced and teachers —whether an “independent news service” sists from Kansas City and St. Louis. FH edged a sin- were fired. So the school needs donations attacking climate change deniers or an “ac- gle finalist after a competive pitch process. desperately. tor journalist” protecting a murdering drug Russell Stover traces its roots to Clara Stover’s Denver candy shop in the 1920s. It did not have previ- Still, there’s a real question as to whether lord — has become an accepted fact of life. ously have an AOR for PR. this compelling need for donations should But advocacy journalism in a university lead to research dictated by funders’ desires. wrapper is another kettle of oil. 

32 FEBRUARY 2016 | WWW.ODWYERPR.COM Financial Management Tax highlights for 2016 normally the 10-year period that begins on By Richard Goldstein A good strategy is to elect S corporation the conversion date. However, for S corpo- status. Because there is no tax at the corpo- ration tax years beginning in 2012 through or 2016 we have some new tax legis- rate level, you pay tax only once on business 2014, the recognition period was five years. lation that was passed. This month’s profits. The deadline for making this change The PATH Act makes the five-year rec- Fcolumn reviews some of the recently is two-and-a-half months after the end of ognition period retroactive to tax years passed tax legislation as well as some tax the firm’s tax year — in most cases March beginning in 2015. This means, for gains opportunities when 15, 2016 for calendar year corporations. recognized in 2015 and beyond, the built- filing your 2015 tax With an S corporation, corporate income in gains tax won’t apply if the five years of return. items, losses (subject to certain rules), de- the recognition period have gone by before Building write-offs ductions and credits pass through to the the start of the year. Therefore, if an election Many PR firms shareholders. The shareholders report these was made in 2010, the recognition period that are located out- items on their personal income tax returns will run to 2019. If the election is made in side of major cities and pay tax at individual income tax rates. 2015, the recognition period will not be ten may own the struc- Thus, you avoid double taxation issues. To years but five years. Under the new tax law, ture they conduct make the election file Form 2553, do speak for gains recognized in 2015 and beyond, business in. Unfor- to you tax CPA or attorney before doing the built-in gains tax won’t apply if the fifth tunately, it takes 39 anything! (see subsequent discussion.) year of the recognition period has gone by years to completely New tax legislation before the start of the year. Richard Goldstein is recoup the cost of a Most PR firms are aware that Congress Enhanced Section 179 deductions a partner at Buchbinder The new tax law retroactively restores Tunick & Company LLP, commercial build- passed new tax legislation in 2015. A sum- New York, Certified ing through depre- mary of some of the passed provisions im- and makes permanent (1) Section 179 de- Public Accountants. ciation deductions. pact your business. duction of $500,000, (2) enhanced Section Your business or S corporations 179 phase-out threshold of $2 million, and you may not even One of the tax strategies discussed in this (3) allowing the Section 179 deduction for be around by the time 39 years rolls around. column is the conversion to an S corpora- qualified real property, up to $250,000. A good tax strategy is to conduct a tion from a C corporation. The new tax law Without these changes, the maximum cost-segregation study. If you qualify, you (known as the “PATH Act”) made some im- Section 179 deduction cap that previously can use the study as a basis to write off cer- portant changes for S corporations. applied was scheduled to be only $25,000, tain building components in five or seven When a C corporation converts to S cor- the phase-out threshold was scheduled to years without having to get approval from poration status, a corporate level tax known fall to $200,000, and there was no Section the IRS. as the “built-in gains tax” may have to be 179 deduction for qualified real estate. For The purpose of the study is to bifurcate paid in addition to the tax paid by share- tax year beginning after 2015 the Section the part of the building subject to 39 years holders on the income earned by the S cor- 179 limits will be indexed for inflation and depreciation (real property) from those poration. the deduction cap for qualified real estate components considered tangible personal This tax is only payable by S corporations will be eliminated. Therefore, air condition- property. Recent court cases have held that that switched from C corporation status to S ing and heating units will be eligible for ex- parts of a commercial building can be treat- corporation status. Thus, it will not apply to pensing. ed as personal property used in a business any corporation that elected S corporation Meet with your own tax advisor to deter- located in the building instead of mainte- status for the inception of business. The tax mine how these and other changes impact nance or operation of the building. These is only assessed on built-in gains, the excess you and your business.  can include specialized electrical systems, of the fair market value of assets over their certain plumbing and removable carpeting. tax basis at the date of the conversion to S PR news brief It’s important to get a professional to help status. For example, when receivables of a prepare the study. The IRS recently issued cash basis PR firm at conversion are collect- Marketing Maven, DNA eye a 115-page Audit Techniques Guide to help ed or other assets sold, the built–in gains tax e-commerce push IRS agents better determine when a cost may apply. A more likely scenario is the sale Los Angeles-based Marketing Maven has aligned segregation study is up to standards. of the company assets to an unrelated party. with e-commerce marketing shop DNA Response The S corporation election You may ask: what assets does a PR firm to handle social media marketing and PR for di- Believe it or not, I have come across many have? Well, sure there is tangible person- rect-to-consumer brands using marketplaces like al property such as furniture, computers, eBay and Amazon. PR firms that conduct their business as a C MM chief Lindsey Carnett said her firm will collect (Regular Corporation). In addition to pay- etc. These assets do not tend to appreciate analytics from DNA to build a PR attribution model on ing a corporate level tax, C corporations are over time but depreciate. What you have is the impact of editorial and social coverage on e-com- subject to a double tax on amounts distrib- “Goodwill!” Assume the goodwill on the merce sales. She said MM staff will pitch national uted to shareholders. conversion to S status was $500,000 and you media and disseminate social coverage in a bid to drive traffic to e-commerce marketplaces. Many of these corporations distribute all now sold the agency assets for $5.0 million. DNA manages “channel presence,” essentially list- earnings to the owners as compensation. $4.5 million is going to be subject to the ings, for large consumer brands in spaces like toys, Unfortunately, if the compensation is not built-in gains tax in addition to the capital pet supplies, or consumer tech. CEO and president “reasonable,” the IRS will attempt to argue gains tax to be paid by the selling sharehold- Ranjit Mulgaonkar said both firms know the direct ers. marketing industry well and will be able to work to- that the so called compensation consists of gether to “improve e-commerce marketing practices compensation and a dividend, the dividend Prior to the PATH Act the period of time and help other companies maximize sales.” part being subject to double taxation. that the built-in gains tax could apply was

WWW.ODWYERPR.COM | FEBRUARY 2016 33 OPINION Guest Column PR pros must know SPAM, fax regulations By Mark Sableman communications that fall outside of typical but the recipient can opt out of receiving fur- he CAN-SPAM law, which regulates editorial channels. Some courts and regu- ther emails from you or your client or both. commercial emails, and the Telephone lators unfairly brand every communication Canadian email law, known as CASL, follows TConsumer Protection Act, which pro- made with a commercial purpose which an opt-in system. U.S. law means maintaining hibits unsolicited fax ads, must be considered could include PR communications as “adver- company-wide opt-out lists, and scrubbing anytime a commer- tising” and thus non-informational. all email-send lists against those opt-outs. cial message is sent The CAN-SPAM Act permits marketing Fax law is stricter out by email or fax. emails as long as they meet certain require- The law that regulates faxes, the TCPA, is Technically, the ments. The email header must not be false or full of pitfalls, dangers, and liability risks. It CAN-SPAM act misleading, the subject line must accurately originated in the days when fax machines only regulates reflect the content of the message, the mes- and paper were expensive, and it seemed im- emails designed to sage must be identified as an ad (usually in proper for someone to send an unsolicited promote a com- a footer), and the sender’s physical address and unwanted ad by fax. So the law prohibits mercial product or must be included. Additionally, specific rules the sending of unsolicited ads by fax, and se- service. Mere in- for disclosing, allowing and implementing verely penalizes violations. formational emails opt-outs must be followed. You might think PR communications are Mark Sableman is aren’t covered. Nor Opt-out notices required safe because they aren’t ads. But the FCC and a media, Internet law are transactional The Federal Communications Commis- some courts have construed ads broadly to partner with Thomp- and relationship sion insists that opt-opt notices and proce- include any communication, even informa- son Coburn LLP. He has taught Internet Law, and emails, such as dures be provided even for solicited com- tional, that is intended to promote the com- Censorship and Free Ex- emails to confirm munications and not just unsolicited ads. pany and its products or services. While the pression, at Washing- purchases or notify That position is currently being challenged, act exempts faxes to a party with whom the ton University School about recalls, up- but prudent mass emailers will include ful- sender has an “established business relation- of Law. grades and account ly compliant opt-out notices and procedures ship,” that exemption is narrower than the information. for all of their commercial emails. words suggest. But many regu- CAN-SPAM essentially sets up an opt-out Yes, you probably have an EBR with news lators take a critical view of informational system for emails. You can send the first one, outlets that you regularly deal with. But you might not have an EBR if you fax your release to a long list of recipients, and you or your cli- ent didn’t get those fax numbers from direct past voluntary dealings with the recipients. Each improper fax, to each recipient, car- ries a minimum $500 civil penalty. The TCPA is enforceable by private attorneys, who usu- ally file their claims as class actions. A single mistaken fax to thousands of recipients can lead to millions in liability. For these reasons, most marketers avoid faxes these days except when they can prove the faxes concern active transactions (like purchase confirmations), or where they can clearly prove an EBR. Unlike the TCPA, CAN-SPAM prohibi- tions are not enforceable by private attor- neys, and the statutory penalties are far more modest. CAN-SPAM is fairly friendly to commercial users. Though its title — the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 — suggests an intent to restrict email marketing, the marketing in- dustry actually advocated for the bill, to cre- ate a uniform federal standard in lieu of more restrictive California rules that would have otherwise set the de facto national standard. PR pros may think that subjecting their communications to laws designed for unso- licited advertising is like fitting square pegs into a round hole, but it is worth keeping these laws in mind to avoid any legal snake pits, whether square or round. 

34 FEBRUARY 2016 | WWW.ODWYERPR.COM

WASHINGTON REPORT USDA, HHS Unveil New Dietary Guidelines

he 2015-2020 Dietary Guidelines for Americans report was released in January, the latest government policy statement Toutlining proposed recommendations for a healthy diet. Jointly administered by the Secretary of Health and Human Services and Secretary of the USDA, the report, issued every five years, influences nutrition policy for everything from federal as- sistance programs, to school lunches and prison meals, to national food labels. For the first time in its history, the DGA now sets limits on sugar, suggesting sugar should comprise only 10 percent of dai- ly caloric intake. On the other hand, previous recommendations on dietary cholesterol — a target of no more than 300 milligrams a day — have been scaled back; foods such as eggs and shellfish integrated digital social media and marketing services, and will are now recognized as part of a healthy diet. The report also em- also be a member of the agency’s crisis management team.  phasized protein — specifically, proteins from seafood, poultry and lean meats — and suggested that Americans eat more whole fruits, vegetables and grains. Obama Alum to Head Policy for According to Bill Layden, partner and co-founder of food, nutri- tion, and wellness agency FoodMinds, the most significant change Google this year involves a shift in the DGA’s overall focus, from listing the foods that Americans should avoid or eat more of, to an in- aroline Atkinson, former White House creased focus on an individual’s eating patterns. Deputy National Security Adviser for Pres- “It’s an important differentiation. In the early days, the DGAs Cident Obama, has joined Google to head were mostly focused on specific nutrients. Now they’ve begun public policy. talking about not just foods, but suggesting their patterns in an She takes a role vacated last year by Rachel overall context, and the synergy those healthy eating patterns have Whetstone, who moved to Uber. on an individual over the course of a day, or a week, or a lifespan,” Atkinson was NSA for International Econom- Caroline Atkinson Layden told O’Dwyer’s. “As it turns out, one size does not fit all, ic Affairs and Special Assistant to the President. and this shift recognizes a need to tailor and apply an individual’s She earlier directed the International Monetary Fund’s external re- needs in order to achieve overall healthy eating patterns.” lations department and served in the US Treasury Dept., as well. “In my opinion, this provides a rich and fantastic blueprint for Google general counsel Kent Walker called her an “internation- manufacturers, retailers and even software producers. The DGA ally respected diplomat and adviser.” document offers a great opportunity for nutrition marketers to Atkinson’s global pedigree will be useful as the search giant faces help support consumers in adopting healthier eating patterns,” antitrust scrutiny in the European Union.  Layden said.  Kozakos Flies to A4A Solomon McCown Unveils enny Kozakos, Managing Director and 16- Government Relations Practice year alum of Burson-Marsteller in Wash- Pington, is flying to airline trade group Air- lines for America as VP of Communications in oston-based agency Solomon McCown January. & Company today announced that it has Kozakos is a former journalist who served as Penny Kozakos Blaunched a government relations practice. a news assistant for USA Today and NBC News That newly unveiled operation will be headed before moving to Burson. by government relations veteran Daniel Cence, She starts Jan. 4 at A4A under SVP/Comms. Jean Medina. who will wear the title as Senior VP. A4A claims to rep an industry with a $1.4 trillion domestic im- The agency said the newly minted govern- pact and 11M US jobs.  ment relations practice serves as a natural ex- Daniel Cence tension of its public affairs expertise. “Our sweet spot as an agency is at the intersection of business Mann Directs Ketchum PA in DC and policy, so we have always had a depth of expertise in pub- lic affairs,” Solomon McCown President Ashley McCown told icole Mann, Senior Director of Global Public Affairs at Teva O’Dwyer’s. “More and more clients and prospective clients are Pharmaceuticals, has moved to Ketchum as SVP and Direc- looking for government relations services, so now is the time to Ntor of Corporate and Public Affairs in D.C. meet that demand.” Mann, is a former Senior Director for Qorvis MSL and Account Cence will head Solomon McCown’s government relations Manager for Waggener Edstrom with deep experience in health- practice, and will also supply strategic PR counsel for clients in care and pharma PA. the agency’s real estate, health care, corporate, education and Kathy Keavons left the corporate and PA slot at Ketchum in the mission-based sectors. He will contribute to Solomon McCown’s fall. 

36 FEBRUARY 2016 | WWW.ODWYERPR.COM International PR News

C&W makes major Brazil deal unit out of his previous PR career stops with the International Association of Tennis Profession- ohn & Wolfe has acquired Brazil’s Grupo Maquina, creating als and NBA’s Dallas Mavericks and Detroit Pis- a 240-staff powerhouse. tons. C The 20-year-old agency gives C&W a footprint that in- Added Saunders: “J.J. is a champion of the FH cludes operations in Sao Paulo, Rio de Janeiro and Brasilia. culture and he is known for his integrity, his C&W CEO Donna Imperato said Brazil is a “critical” market for creativity and his ability to attract and develop the firm, adding that Latin America has become a key region for great talent. I am thrilled to see his impact on J.J. Carter clients. “They have an impressive client base and an equally im- the firm at the highest level.” pressive leadership team,” she said of GM. GM founder Maristela Mafei stands as director-general of Ma- quina Cohn & Wolfe under Imperato. Co-CEOs Marcelo Diego Edelman finds China Chief and Daniella Camargos remain in those roles as partners. Clients of GM include Credit Suisse, EY, Xerox, L’Oréal, as well effrey Yu, former Publicis Worldwide CEO for China, has as the entrepreneur Jorge Paulo Lemann and his Brazilian oper- joined Edelman in that role. ations of Kraft Heinz, 3G Capital, and AmBev, among others. J He takes a post vacated by Steven Cao in 2014 amid his reported cooperation with a China corruption probe. FH taps Carter as Global COO Yu is based in Shanghai and leads the largest PR firm’s Beijing, Shanghai and Guangzhou op- leishmanHillard has elevated J.J. Carter to the new role of erations. global COO and Americas president as newly installed CEO The firm, which said its China operations John Saunders organizes top management of the firm. have grown significantly in the past year to 320 F Jeffrey Yu Saunders, who called the new post “crucial” to the firm’s future staffers, said a key part of his role is developing growth, noted Carter has run numerous global accounts, includ- Edelman China’s creative, planning and analytics capabilities, re- ing Visa, and become one of the firm’s most decorated client rela- porting to Bob Grove, CEO of Edelman North Asia. tionship managers. Yu most recently led social marketing start-up RMConnect. He Current FH Americas chief Jack Modzelewski, a 30-year FH led Publicis Worldwide in China for two-plus years, consolidat- alum, was named global president of business development and ing its advertising, digital and marketing service offerings in a re- partnerships, another new post for the firm. structuring scheme. Saunders joined FH in 2005 and has led its US East, West, Can- He spent 25 years at the Bates ad agency, now WPP’s Bates CHI ada and Mexico operations. He also launched its sports marketing & Partners, including 10 years as CEO.  FARA News  NEW FOREIGN AGENTS REGISTRATIONS 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.

Cloakroom Advisors, LLC, Washington, D.C., registered Jan. 14, 2016 for Organization for Peace and Justice, Staten Island, NY, to raise aware- ness about human rights violations in Bangladesh and the lack of fairness and due process in the proceedings of the International Crimes Tribunal (ICT) Bangladesh. Work is being performed as a subcontractor under a blanket agreement with Cassidy & Associates.

Daschle Group, LLC, Washington, D.C., registered Jan. 7, 2016 for VMRO DPMNE Political Party, Skopje, Macedonia, to provide strategic consulting in connection with political and public policy issues before the U.S. government impacting the VMRO DPMNE Political Party’s interests.

Ben Barnes Group, Rio Grande, TX, registered Jan. 5, 2016 for Asoupir Limited, Victoria, Mahe, Seychelles, to promote its interests in the interna- tional investment community, including the economic and geopolitical interests of Ukraine.

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.

Capitol Counsel LLC, Washington, D.C., registered Jan. 20, 2016 for Blackhawk Network, Inc., Pleasanton, CA, for monitoring general issues related to financial services and cyber security.

Keystone Strategic Advisers, Washington, D.C., registered Jan. 21, 2016 for Iroko Pharmaceuticals, LLC, Philadelphia, PA, regarding responsible pain management.

American Continental Group, Washington, D.C., registered Jan. 20, 2016 for Raytheon Company, Arlington, VA, regarding weather satellites (NASA) appropriations.

Liebman & Associates, Inc., Washington, D.C., registered Jan. 21, 2016 for Solar Roof Dynamics LLC, Davis, CA, regarding solar research, devel- opment, deployment and training.

WWW.ODWYERPR.COM | FEBRUARY 2016 37