The Fashion Issue and More! Rise of the Ethical Fashion Brand Blogs’ Influence on Back-To-School Shopping

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TIPS FOR THE NEW LUXURY CONSUMER

REVIVING BYGONEPITCHING FASHION HISPANIC BRANDS FASHION MEDIA THE FASHION ISSUE AND MORE! RISE OF THE ETHICAL FASHION BRAND BLOGS’ INFLUENCE ON BACK-TO-SCHOOL SHOPPING

RANKINGS OF TOP BEAUTY & FASHION PR FIRMS

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Vol. 28, No. 9 September 2014

EDITORIAL HOW TO PITCH U.S. HISPANIC Local police departments could use FASHION MEDIA some help with their reputations. Hispanic fashion publications are 6 growing,15 and PR pros can take advantage of this ISRAEL, GAZA CONSUME powerful demographic by including Hispanic U.S. “FANTASY” NEWS media as part of their PR outreach. A report in the UK’s The Economist finds that both Israel and Gaza media 8pro- mote “fantasy” coverage of the latest PROFILES OF BEAUTY, FASHION conflict. 16 & LIFESTYLE PR FIRMS 14 BACK-TO-SCHOOL SHOPPING RANKINGS OF HOME SHAKEN UP BY INTERNET The tradition of back-to-school shop- FURNISHINGS PR FIRMS ping has been fundamentally changed9 by 22 the Internet and the ways consumers now use the Internet to share ideas and shop. RANKINGS OF TOP BEAUTY & FASHION PR FIRMS NEW ENGAGEMENT TIPS 23 FOR LUXURY CONSUMERS Fewer affluent Americans now RANKINGS OF TOP identify with a favorite fashion brand,10 and PROFESSIONAL SERVICES FIRMS 23 Cover and insert photos by these consumers are now more resource- 25 Michael O’Shea ful in their pre-purchasing research. WASHINGTON REPORT www.odwyerpr.comDaily, up-to-the-minute PR news THE ATLANTIC LOOKS AT WOMEN IN PR 28 The Atlantic’s Olga Khazan has penned a 3,700-word essay article11 that COLUMNS asks an important question: “Why are there so many women in PR?” PROFESSIONAL DEVELOPMENT PR CAN REVIVE, RELAUNCH 24 Fraser Seitel A FAMILIAR BRAND How PR can support an existing 12 FINANCIAL MANAGEMENT sales strategy while helping a beauty or 26 Richard Goldstein fashion client relaunch one of its existing brands. OPINION Jack O’Dwyer ETHICAL FASHION MOVES 27 NEEDLE FOR CONSUMERS Placing a human rights campaign at the center of a fashion brand has14 gone PR BUYER’S GUIDE mainstream, but will this phenomenon cre- 30 ate widespread change in the industry?

EDITORIAL CALENDAR 2014

January: Crisis Comms. / Buyer’s Guide May: PR Firm Rankings September: Beauty & Fashion February: Environmental & P.A. June: Global & Multicultural October: Healthcare & Medical March: Food & Beverage July: Travel & Tourism November: High-Tech April: Broadcast & Social Media August: Financial/I.R. December: Entertainment & Sports

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EDITORIAL Accountability, transparency needed from police

he recent events in Ferguson, Missouri, where protests, looting, and vandalism followed EDITOR-IN-CHIEF the shooting death of unarmed teen Michael Brown, has raised serious questions regard- Jack O’Dwyer Ting the militarization of our local police departments, the shortcomings of a presumably [email protected] “post-racial” society, and the need for accountability from public servants whose routine use of lethal force against African American men is rarely delegated above an afterthought in the ASSOCIATE PUBLISHER national conversation. John O’Dwyer The public’s loss of trust in law enforcement has grown palpable. While there’s no data [email protected] supporting the premise that incidents of police brutality have increased, the advent of video- capable mobile technology has made it abundantly clear that daily life in America is not the ASSOCIATE PUBLISHER same for one segment as it is for others. Consider the lesser-known, albeit eerily similar cases Kevin McCauley that have occurred in the last month alone, each involving unarmed African American men [email protected] being shot and killed by police: EDITOR John Crawford III was shot and killed inside a Dayton, Ohio-area Walmart after police Jon Gingerich received reports of an armed man inside the store. The 22-year-old was carrying a pellet gun [email protected] he had picked up in the toy department. The killing was captured on surveillance video. Jeremy Lake was shot and killed in Tulsa by off-duty police officer Shannon Kepler, SENIOR EDITOR allegedly because 19-year-old Lake was dating Kepler’s daughter. Kepler has since been Greg Hazley charged with first-degree murder. [email protected] Ezell Ford, a 26-year-old Los Angeles man who suffered from schizophrenia, was shot and killed after two police officers approached him, at which point Ford made “suspicious move- CONTRIBUTING EDITORS ments,” according to an August 13 LAPD press release. Fraser Seitel Eric Garner, a 43-year-old Staten Island man, was killed on July 17 after a police officer Richard Goldstein put him in a chokehold during arrest. Garner was suspected of selling untaxed cigarettes. Demanding accountability from our police is paramount. This means we need leaders — Chandler Klang Smith local and national — to speak out on this issue and repudiate those who give the profession Editorial Assistant & Research of law enforcement a bad name. We need more leaders to ask why residents were stripped of ADVERTISING SALES their rights to assemble during the Ferguson protests, why reporters were arrested for doing Sharlene Spingler their jobs, and why police officers were pointing rifles at crowds while yelling pleasantries Associate Publisher & Editor such as “I will f**king kill you.” So far, Massachusetts Governor Deval Patrick has been an [email protected] exception, when he said on August 20 that he’s “sick of unarmed, black men being shot by police.” Our national media hasn’t helped, as it has done everything from circulating John O’Dwyer debunked Internet claims that Wilson was assaulted by Brown (Fox News), or suggesting that Advertising Sales Manager Brown’s love of rap music was a potentially mitigating factor in his innocence (The New York [email protected] Times). Internally, we need to evolve the role law enforcement plays in our communities. Police O’Dwyer’s is published monthly for $60.00 officers perform a public service, and as tired as the cliché has always been, the idea of the a year ($7.00 for a single issue) by the “friendly neighborhood” cop who’s seen as a community pillar is the exact kind of reputa- J.R. O’Dwyer Co., Inc., tional reimagining that builds better relationships. Missouri Highway Patrol Captain Ron 271 Madison Ave., New York, NY 10016. Johnson was a perfect — albeit underutilized — force in quelling tempers during the (212) 679-2471 Fax (212) 683-2750. Ferguson protests because he’s a crisis counselor’s dream. His compassion was a veritable reset button; he makes the law something worth respecting. He sends a much better message © Copyright 2014 than Stop and Frisk, or the use of military-grade weapons supplied by the Pentagon. J.R. O’Dwyer Co., Inc. This also means local police departments should take control of the stories they want to tell. They need media training, but it would also behoove them to get involved with social OTHER PUBLICATIONS & media. An increasing number of police departments are now using Facebook and Twitter to SERVICES: engage with their communities and keep them informed. Tweeting doesn’t prevent police www.odwyerpr.com 4 breaking news, brutality, but it’s one more step in encouraging the very sort of interaction that builds strong commentary, useful databases and more. communities. What happened to Michael Brown may not be as isolated of an incident as we’d like to Jack O’Dwyer’s Newsletter 4 An eight- believe. If Brown’s death has done anything, however, it’s compelled some of us to challenge page weekly with general PR news, media our perceptions; it has amplified a silent phenomenon that has been all-too-familiar for oth- appointments and placement opportunities. ers. Those perceptions don’t change easily. The fringe right have grown downright histrion- O’Dwyer’s Directory of PR Firms ic about the supposed growth of government power in recent years, and have taken to pros- 4 has listings of more than 1,400 PR firms throughout elytizing hypothetical militarized takeover scenarios like the very one that occurred in the U.S. and abroad. Ferguson. Now that their oft-repeated claims of government encroachment have finally come to fruition, their silence on this issue is puzzling. Where’s the indignation (aside from the O’Dwyer’s PR Buyer’s Guide 4 Products inconvenient detail that the victims in these cases weren’t white men)? and services for the PR industry in 50 cate- So, part of preventing what happened in Ferguson from ever happening again involves a gories. willingness to evolve our worldviews for the sake of making better future judgments. If we aren’t willing to do this, we’ll only give credence to the adage that those who cannot remem- jobs.odwyerpr.com 4 O’Dwyer’s online ber the past are condemned to repeat it. £ job center has help wanted ads and hosts resume postings. — Jon Gingerich

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MEDIA REPORT Report: Israel, Gaza consume “fantasy news” Israel and Gaza media dished out “fantasy” coverage of the latest conflict, according to a report in the UK’s The Economist headlined “Propaganda War.” FPA informed the Arabs “traditional By Kevin McCauley media are not advocacy organizations” and thus shouldn’t be prevented from covering kept up a flow of heroic exhortations and what is happening on the ground for an fanciful tales of its triumphant fighters.” he coverage of the war is “unusually objective report about developments. Emails have been sent to Israelis to warn partisan,” according to the magazine. FPA member media include New York them that their country will “continue to TIsrael’s sole liberal daily, Haaretz, Times , Fox News, NPR, Los Angeles Times, explode” until Israel has met all of the backs the military campaign, though with CNN, CBS, NBC, ABC, Bloomberg, The Palestinian conditions. questions about how it is carried out. Some Economist, BBC, The Scotsman, Financial The magazine reports that West Bank readers cancelled subs after Haaretz “insist - Times, The Australian, Globo TV Brazil, Al cafes have dropped the TV station that sup - ed that Palestinian casualties be covered Jazeera, Globe and Mail, Der Spiegel, ports moderate President Mahmoud Abbas alongside Israeli ones.” Russia Today, Chinese Central TV News, in favor of stations carrying martial footage Most Israelis get news from rolling bul - and La Repubblica. from Hamas and the radical Islamic Jihad letins by correspondents quoting military In July, FPA criticized the Israel Defense group. spokespeople. Force’s aiming of “live fire” at Al Jazeera FPA raps press policy of Hamas, Israel Broadcasts are decidedly upbeat. offices in Gaza City, which are located on The Foreign Press Association in Israel, “Specialists in Arab affairs report that the the 11th floor of a commercial building. which was formed in 1957 to help reporters offensive is bringing Hamas to its knees. IDF apologized, claiming it was an error to cover the Middle East conflict, rapped Former generals provide constant commen - the investigation. Hamas in August “in the strongest terms” tary, often describing Hamas in blood-cur - FPA also said a reporter from BBC for its “blatant, incessant, forceful and dling terms.” Arabic was physically attacked on the unorthodox methods” used against visiting Few TV anchors have talked about the Israeli side of the Gaza border during a live international journalists. high death toll of Palestinian civilians, con - report. Foreign reporters in Gaza “have been tinued The Economist. One Hebrew-speak - According to its statement, FPA “strong - harassed, threatened or questioned” over ing Palestinian was cut off after he spoke of ly condemns deliberate official and unoffi - their stories,” according to the group of 480 the toll on Gaza’s children. cial incitement against journalists working journalists from 32 nations. The Hamas propaganda machine “has to cover the current warfare under very dif - ficult circumstances as well as forcible attempts to prevent journalists and TV crews from carrying out their news assign - ments.” £ Media Briefs Gannett splits in half Gannett Co. is splitting into two publicly traded companies, one with a focus on broadcasting and digital businesses with the other on newspapers. CEO Gracia Martore believes the split-up will provide each unit “enhanced strategic, operating, financial and regulatory flexibility to pursue growth and consolidation opportunities in their respective markets, while delivering strong cash flow to build further upon Gannett’s long-standing tradition of award-winning journalism and service to our local communications,” according to a statement. Gannett‘s yet unnamed broadcasting/digital company is off to a fast start as the company is paying $1.8 billion to buy the remaining 73% stake in cars.com, an automobile selling site that attracts 30 million visits per month. Martore will lead the segment with 46 TV sta - tions and careers.com, the No. 1 employment site in the US. Robert Dickey, CEO of Gannett’s community publishing unit, will helm the newspaper group of USA Today , 80 dailies and more than 200 maga - zines and trade publications. It will retain the Gannett name. Completion of the split-up is expected by mid- 2015. Sard Verbinnen handles the Gannett separa - tion.

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Online influencers shake up back-to-school shopping The back-to-school season is upon us, and marketers can learn a great deal by understanding how online behaviors set through four online video shows under have shaped and influenced the seasonal retail tradition. the “Best Year Ever” umbrella. The series By Cheryl Georgas follows a before and after dorm room makeover format with Veronica Valencia, a to reach moms through a series of blog young interior designer, and carts full of posts, social shares and a Twitter party Target merchandise. The entire campaign is e all moan about back-to- educating parents on must-have Master visible on the brand’s school commercials in July, Lock products and tips to keep kids safe Facebook, Pinterest WHalloween costumes in and secure throughout the school year. and Twitter channels August, and Christmas trees in September, For Master Lock’s Canadian sister with the hashtag but the truth is, we’re driving this early brand, Dudley, the agency launched the #BestYearEver. bird marketing trend. The increase in #OOTD (Outfit of the Day) campaign While these influ- mobile usage has transformed the way driving teens to Facebook to vote for their encer programs are consumers shop, converting seasonal favorite back-to-school look for a chance effective in driving shopping into a year-round affair. While to win school fashions and dudley prizes. early conversation and the timing of purchases has not drastically The agency is also helping dudley gain engagement online, changed, the research influencing those share of the #OOTD conversation by they should be integrat- Cheryl Georgas purchases has, which has many marketers working with 50 teen brand ambassadors ed into an overall mar- now launching seasonal campaigns earlier to feature their back-to-school fashions keting mix to support and earlier. with dudley products through social shares the season. And, of course, a good deal is The tradition of back-to-school shop- that include the #OOTD hashtag. always king with 75% of back-to-school ping is a perfect example of this. New Target is also taking this dual approach shoppers saying they are influenced by research from eMarketer shows that 23% by targeting moms within its marketing mix price and 70% saying that they would go of Internet users start researching back-to- as well as marketing directly to students over budget for a good deal. school items well before July 4. Nearly through online influencers in an effort to Cheryl Georgas is Senior Vice President 65% start by the end of July. This coin- generate sales. The national retailer is using and Deputy General Manager at JSH&A in cides with Facebook’s findings that back- YouTube stars to sell Target to the college Oakbrook Terrace, IL. £ to-school chatter begins to pick up in late July, about one month prior to the traditional timeframe. Marketers need to be driving online conversation during this time and social and influencer campaigns can be an effective and efficient driver. A recent Clever Girls Collective study on back-to-school shoppers in their network found: 93.3% purchased something because a blogger recommended it; 44.3% say a trusted blogger (influencer) wins over a recommenda- tion from family/friends (41.2%); and 88% purchased something because of a coupon, deals, tip or idea shared via social media. As we look at back-to-school influencers, the field is not limited to moms. While they drive 42.7% of back-to-school conversations on Facebook, 18-24 year olds drive 25%. This is why JSH&A has taken a dual influencer strategy with back- to-school campaigns for clients Master Lock and Dudley. The agency is working with Master Lock to reach the school-age target through promoting the Master Lock Photo Hunt Challenge, a photo hunt game that has students competing for a spot on the leaderboard while learning about Master Lock’s back-to-school offerings. To reach parents, JSH&A launched an influencer program with Resourceful Mommy Media

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FEATURE New engagement tips for the new luxury consumer It’s no secret that luxury beauty and lifestyle brands are facing increased competition from all sides. Disruptive pricing, messaging overload and an exceptionally crowded marketplace make it harder than ever for brands targeting the luxury consumer to stand out from the crowd. But there is a way to break through the barriers — and it starts with listening to the customer. By Lauren Banyar Reich

cutting edge technology like 3-D print- and lifestyle brands to stand out from hether you’re marketing ing to create innovative packaging that the crowd is to show up in unexpected fashion, skincare, cosmetics gives your organic products a longer places. This could mean something as Wor health and fitness prod- shelf life, your customers are going to simple as placing a thought leadership ucts, luxury brands must listen to their want to know, and new customers may piece from a travel customers to discover what motivates select products based on this type of expert on a fash- them. Why? Because the power of the information. ion blog, talking brand to influence purchasing decisions The affluent and the aspirational lux- about the best is slipping away … fast. The latest find- ury customer is willing to spend money shopping avail- ings from the Survey of Affluence and on goods and services that they see able in Berlin or Wealth, published by Time Inc. and have value — both in terms of efficacy Prague. It could YouGov, show 61% of affluent and and the way in which it helps enhance also be as wealthy Americans identified a favorite their own personal brand. For market- involved as a part- fashion brand, down 8% from ing and PR professionals targeting this nership between a 2007/2008. Luxury consumers are more audience, it means creating a compre- luxury skincare Lauren Banyar Reich resourceful than ever before, relying on hensive plan to tell these stories of dis- line and a leading their own research, peer reviews and tinction in detail across every platform. women’s business their own lifestyle to influence the The content you put out must consis- conference, offering treatments on-site products and brands they buy. tently hit upon these key differentiators through a pop-up shop. By connecting The good news is that this is a huge and do so in a way that allows these your brand with an industry or organi- opportunity for companies that are will- messages to have lasting power. zation that feels fresh and unexpected, ing to take a deep dive into what’s Think beyond social luxury consumers are more likely to being said by their customers, from When creating an integrated market- take notice. social media to market research to how ing and communications content strate- Deliver on your brand promise consumers experience your brand at gy for our luxury lifestyle clients, we Yes, this seems like a very basic con- retail and online. Once you understand often hear them say, “My customers just cept — but the truth is, if you’ve been how these audiences communicate with aren’t on social media.” The truth is that in this business for a few years there’s each other — and how they like to be in some cases they’re right — but luxu- been at least one product or service communicated to — brands can create ry consumers are almost all online, and you’ve launched that simply didn’t an impactful content platform that will the impact of social media on searcha- deliver on its promise. cut through the clutter. bility cannot be understated. These buy- No matter how brilliant the program, Engage in storytelling ers are relying more than ever before on if the quality, craftsmanship and level We know content is king, but without their own research as well as recommen- of service for a luxury brand don’t sur- a clear content strategy, your brand’s dations from friends and peer reviews. pass expectations, consumers will not message will be lost. Now that you’ve Therefore, having a strong online pres- only away but will also tell their taken the time to listen to your cus- ence through regular updates on social friends. This is an opportunity for mar- tomers and understand the way they media platforms, blogs and other forms keting professionals to challenge the want to communicate, the next step is of thought leadership is critical for status quo and come to the table with to weave a brand narrative that res- organic search. some solutions on how to bridge the onates. If your client still isn’t buying in, gap between the promise and the expe- For luxury brands and services that show them a simple Google search rience. To do so, listening is critical, or typically come at a premium price between their brand and a competitor better yet, ask the CEO or CMO to point, it’s imperative that the story of who is actively engaging across these experience the brand as a consumer. quality, craftsmanship and provenance platforms — they’re likely to change The bottom line is that today’s luxury are part of every communication. If their tune. consumer holds more power than ever you’re selling a piece of clothing that is Aim to surprise and delight before. When it comes to engaging handcrafted with traditional detailing Not only are luxury consumers look- with them, brands need to recognize that harkens back 180 years into the ing for experiences that money can’t this sea change and understand that history of British haberdashery, it’s a buy, they are also looking to be sur- their customer is in the driver’s seat. major point of distinction that should prised and delighted by the products Lauren Banyar Reich is a Director at be shared. Alternatively, if you are a and services they engage with. Peppercomm and helps lead the luxury, leading cosmetic brand that is using One way for luxury beauty, fashion lifestyle and non-profit specialty team. £

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New engagement tips for the new luxury consumer The Atlantic looks at “so many women in PR” The Atlantic’s Olga Khazan has penned a 3,700-word essay on the preponderance of women in public relations, a feature that touches on many of the current opportunities, pressures and problems in the industry. Khazan’s online-only article asks an important quesion: “Why are there so many women in PR?” By Jack O’Dwyer

talk more than men when they’re in and institutional hazan interviewed 12 women collaborative settings,” she writes. PR, mostly confin- working in PR, including “Women are expected to be happier ing interaction to KDeirdre Latour, Senior Director and smile more than men. Subjects in e-mails that can be of External Communications at clinical studies will more readily iden- monitored. Pitches General Electric; Shannon Stubo, tify androgynous, angry-looking faces can be made but Global CC Executive, LinkedIn; Cait as male, but they will view androgy- the PR people are Douglas, Director of Communications, nous happy faces as female.” heavily-scripted Travel Effect of U.S. Travel Assn.; Jennifer Hellickson, Director of and often cannot Sarah Roth, Media Manager, Golin; Marketing at SweatGuru, Portland, answer questions Olga Khazan Megan Laney, Senior A/E, Ore., told Khazan: “Studies have or meet with LaunchSquad, and others in their own shown that women tend to collaborate reporters on the firms or at companies. more and prefer to work on teams phone or in person. Khazan’s article says PR is an whereas men usually do better in com- They usually can- appealing and well-paying career for petitive environments and prefer to fly not produce a com- women but negatives include long solo. The male approach works well pany executive for hours; dealing with unresponsive edi- for journalists, while having a bit of a an interview. Press tors (half male); the unending quest PR ‘people-pleaser’ gene probably attracts conferences have counselors must make for new busi- and/or makes it easier for women to about disappeared ness; and the need to “mollify a client excel in the PR environment.” from the business with marathon conference calls.” The alleged ability of women to be world. Sarajane Sacchetti Holder of a B.A. from American more “collaborative and social” is There is more University in political science and “repeatedly cited as one of PR’s freedom on the communications and an M.A. in online biggest draws,” writes Khazan. Women agency side where journalism from the University of are somewhat less likely to get into a most of the PR that Southern California, Khazan has writ- battle or challenge the Establishment interacts with the ten for the Washington Post, than men is what is being said in so press now resides. Huffington Post, Los Angeles Times, many words. Khazan in a future Forbes and has appeared on MSNBC, Khazan, whose article has 17 links to article could CNN and NPR. supporting sources, cites studies show- explore the differ- Journalists ‘fray nerves’ of PR pros ing that women in the job market “tend ences between cor- “Pitching journalists can fray even to be more risk-averse than men porate and agency the most ‘communal’ and ‘social’ of because they are faced with steeper PR and should also Shannon Stubo nerves,” said Sarajane Sacchetti of costs when they switch jobs.” Men are ask reporters what Secret, San Francisco, marketer of said to be “more risk prone” — more they think of PR. deodorants. likely to cross busy roads, for example. Two reporters Careercast currently rates PR as the Legal, marketing are problems who have done so sixth most stressful job and has ranked Sacchetti told Khazan, “It’s all are New York it has high as No. 2. PR people are women out there. And the two people Times columnist pressured on the one side by demand- running it are dudes. That’s the only Dave Carr who ing clients and on the other by demand- thing that’s puzzled me and angered says he can’t get ing journalists. me for a long time.” past “PR under- Khazan’s sources told her that break- Other sources told Khazan that males lings,” and Gene ing into journalism is “so hard” and dominate in the executive suites of PR Weingarten of Cait Douglas that PR not only pays better but is firms. “The contrast between the work- the Washington something that women excel at since ers and the C-suite is so dramatic as to Post who has twice they are “more collaborative, participa- be maddening,” she says. excoriated PR people as bombarding tive and pro-social than men.” Our take on this is that the real him with errant pitches and being As “some evidence” to support this, sources of stress and frustrations in PR unable to answer questions. Khazan cites a study for the Kellogg are not men but legal, marketing and “They’re a hoot,” Weingarten wrote School of Mgmt. of Northwestern financial executives who can be either May 14, 2012. Particularly “poiso- University. men or women. nous,” he contends, is the melding of “Women have only been found to Legal keeps a tight rein on corporate marketing with PR. £

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FEATURE How PR can revive, relaunch a familiar brand Sometimes, a beauty or fashion company considers relaunching one of its existing brands. PR and marketing companies should always do more than merely help brands gain exposure and awareness; while these initiatives are imperative, PR professionals should ultimately become invaluable to their clients, and can do this by developing a tactical plan to support sales, whether it’s online or at the retail counter. Here’s how PR can support a sales strategy while reviving a brand from yesteryear. By Elizabeth Maxim

fillment, production, website creations, brand with strong messaging and even epending on the company’s public relations, and social media, that authored his own book, Be Your Own objective, a PR team may need is all on the same page with the core Makeup Artist. There was no need to Dto drive traffic and support con- message. A PR team can play an inte- completely throw out his old content; it versions online, leverage media place- gral role in developing the brand’s simply needed to be given a fresh ments to support retail distribution, and updated messaging, because they are voice. He needed to be more relatable drive consumers to brick-and-mortar familiar with what will resonate with to a younger demographic. locations. both the media and consumers. Build a team of interview-ready experts Here are the basics for how we can This includes key points highlighted Alexander him- utilize PR to revive a brand while on the website, in marketing material self is acting as the simultaneously supporting an expand- such as online banner ads or in-store face of both Magic ing sales strategy, as illustrated through signage, and content posted on social Minerals and his a case study on the relaunch of a lead- media. It should also include speaking eponymous make- ing brand from the 1960s. points for executives and spokespeople up brand. As a part Beauty industry legend and makeup when relevant. There should be no dis- of the overall com- artist Jerome Alexander was seeking to parities between what’s said to the pany relaunch, relaunch his successful Magic Minerals media and the claims that are made Alexander is being makeup product into a modern and dig- elsewhere about the brand. offered as an expert Elizabeth Maxim itally driven sphere. source for media A major name in the beauty world, interviews in order Alexander changed the makeup indus- to keep his name and face fresh in the try from the techniques used down to public eye. the tools used. Before cosmetic brush- In some cases, there is one person es, makeup artists relied on art brushes. who acts as the face of the brand, while Seeing a need, Alexander created the in others, there may be multiple first professional line of products with spokespeople. Anyone who will be act- professional brushes, going on to sell ing as a voice for the company in media $8 million in these brushes per year. He interviews needs to be properly trained also invented the BLO-FLO Hair on the speaking points for media. If Brush, a first-of-its-kind that made it there are multiple spokespeople, clearly easy to dry and style wet hair with one define the role of each person. Maybe easy tool. As his brand became a staple the CEO is available to discuss busi- in major department stores everywhere, ness strategy and growth statistics Alexander also became a well-known while the celebrity spokesperson dis- TV personality, appearing on home cusses personal experience with the shopping networks worldwide. brand or product. In this case the mes- Jerome wanted to revitalize his name saging will vary for each spokesperson as a whole and bring his products back but still needs to align under the same to the forefront of the beauty industry Makeup artist and beauty industry legend overall theme. Jerome Alexander. with an impacting relaunch. Once an Supporting sales through PR international phenomenon, Alexander Alexander is looking to his team for was looking to reach a new and several objectives: Raising consumer engaged group of consumers with his How does messaging change with a awareness about the brand relaunch, bestselling products. He wanted his relaunched brand? Some of the old driving traffic to the new and rebranded product line to span a larger demo- messaging may be stale. It’s important website and increasing sales, and sup- graphic. to figure out what will resonate with the porting retail distribution and expan- Align the team with core messaging current target demographic. It may be sion. For their successful brand launch, the necessary to do message testing A key step toward all of these goals is entire team has to be on par with brand through social media content or out- generating new content through blog- messaging. It’s important to set up a reach to media contacts. 0Continued on next page strong team of vendors including ful- Alexander had developed a reputable

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ger reviews and media coverage. This Magic Minerals, the traffic needs to make their brand more appealing to includes coverage in online, print, and have a low bounce rate and high con- buyers. You want to show the buyer broadcast media. Video reviews are version rate. Again, positive coverage what you have done to support con- another valuable tool, because they in the media can help with this. The sumer awareness and what you will do have a higher search engine ranking more the consumer hears about the to support sales once the product is in than written content alone. brand through third party editorial cov- stores. With Magic Minerals in particular, erage and reviews before visiting the Alexander has been able to present it’s been beneficial to have bloggers website, the lower the chance of them positive media coverage and high and social influencers create video leaving the website without purchasing. social media engagement for Magic reviews that include a discount code, Minerals to his brokers and buyers, which is a great way to track direct which increases the value of the brand sales. in their eyes. This isn’t to say that all of the old To date, Alexander is successfully media coverage cannot be reused. In selling Magic Minerals online direct- fact, old TV appearances and magazine to-consumer and at retail in major articles can be repurposed and reorgan- drugstores nationwide, and is still ized in a way that is meaningful to the expanding his retail presence both media and impactful to the consumer. domestically and internationally. The Showing that a brand has history message to the consumer, to the media, demonstrates credibility to the con- and to potential retail buyers is consis- sumer. Throwback Thursday (#TBT) tent, and the overall sentiment is posi- which is a huge trend on Facebook, tive. There are a lot of pieces to the Twitter, and Instagram, provides the puzzle when supporting the relaunch perfect opportunity to share old images Magic Minerals. and sales distribution of a brand, but as and media interviews with Alexander in long as you know how to integrate and his heyday. utilize PR to best meet your client’s Raising consumer awareness Support retail distribution end goal, you have the tools you need As positive coverage is generated, PR efforts can be leveraged to sup- to build and execute a successful cam- share the reviews on Facebook and port a move from online sales to brick paign. Twitter. Interact with bloggers and and mortar retail. By demonstrating big Elizabeth Maxim is an Account social influencers who review your wins including feature articles and Executive at Marketing Maven in Los product and convert them into brand celebrity endorsements, companies can Angeles. £ advocates. They will begin to do your promoting for you, encouraging their readers and followers to purchase the brand. The goal is to saturate all mediums with fresh content about the brand. The messaging that you worked with the company to revise needs to be echoed across all channels, in order to engrain it in the media and consumers’ brains. Magic Minerals is currently working with bloggers, editors, and producers in order to maximize media exposure. While a good deal of existing content already existed, much of it was out of date. To connect with the new target demographic, the media outlets and the social influencers reviewing the brand also must resonate with that demographic. Drive traffic and support sales online In order to use online coverage to drive traffic to the website, it’s imperative that the URL is included in all placements. Direct referral traffic can easily be tracked from online placements, and referral traffic for print and broadcast can be estimated based on the air date of the segment or date of print publication. It’s not just traffic that is valuable; you need qualified traffic. In the case of

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FEATURE Ethical issues move needle for fashion consumers Several years ago, you could count the number of successful, stylish humanitarian fashion labels on one hand. Now there are dozens, and the concept of placing a human rights campaign at the center of a brand message has gone mainstream. But has consumer commitment to these causes been large enough to facilitate widespread change in the fashion industry? By Adrienne Jordan

seeing a trend that brands with humanitari- utilizing humanitarian decisions. Since everal big brands in the U.S. that an-conscious causes are generally given many consumers base their purchasing push humanitarian concepts include more consideration for a story than ones decisions on celebrity endorsements, STom’s Shoes, John Hardy, American that do not. humanitarian and eco-conscious brands Apparel, and Everlane. John Hardy gives There are fashion brands that directly may begin to seek more support from the consumers a virtual tour of their facility in support humanitarian efforts in third world Hollywood industry. Celebrity gifting Bali on their website. Everlane employs countries. For example, Houston-based suites during awards season in Hollywood supply chain transparency, Shinola empha- boutique jewelry company Priya began in may be a method of creating humanitarian sizes American craftsmanship, and French 2011 by employing sex trafficking sur- brand impressions. Nomadic State of Mind brand Sezane is open about their production vivors in Kolkata, India, to hand-make their presented their handcrafted, recyclable facilities. Many of these brands have made products, and has grown since then to shoes at the Secret Room Oscars gifting headlines for their campaigns, and have include two other artisan groups over the suite, pushing the appeal of their humani- even been featured in national fashion mag- last three years. The jewelry line also creat- tarian label to fashion magazine editors and azines (Marie Claire recently ran a front- ed The Priya Foundation, which benefits Hollywood celebrities that made an appear- of-the-book section highlighting ethical from proceeds to provide micro-grants to ance. For the average consumer looking to labels). women entrepreneurs in developing buy the Nomadic State of Mind shoe, cate- Other brands that are not as prevalent in nations. gories like organic apparel and sandals with the media, but employ ethically conscious soles are advertised on their website and practices, include Priya, Free Your Heart contribute to a consumer’s feel-good pur- Apparel, Nomadic State of Mind, Sofia-Z, chase. and Raleigh Denim. Online boutiques like There are a number of celebrities current- Ethica and Zady showcase the story or ly endorsing or facilitating humanitarian information behind each item they carry. clothing. Lauren Bush and Ellen Gustafson On the Ethica website, consumers can pur- launched FEED Projects in 2007 with the chase “ethical” brands, and narrow them aim of selling bags to defeat world down by qualities such as: made in U.S.A., hunger. Ralph Lauren has a history of sup- vegan, trade not aid, handcrafted, as well as porting breast cancer charities with various sustainable characteristics, and most cloth- “Pink Pony” products. Olivia Wilde, an ing items have more than one designation. actress who has starred in movies such as Cause becomes talking point “Tron: Legacy” and “The Change-Up,” has Jordan Landes-Brenman, CEO of Haute recently developed the “Message Bag” in House PR & Marketing, represents several collaboration with Alternative Apparel, a fashion brands and clients, including company has pledged to give bags, back- DARKOH, a menswear line that utilizes packs and other supplies to the school local-U.K. sourced fabrics. Landes- throughout the year as part of the collabora- Brenman believes that people want to feel Houston-based accessories brand Priya tion. good about what they’re buying nowadays. employs artisans in Kolkata, India, who The $138 bag is a cross-body that con- “We’re still shell-shocked after the reces- were victims of sex trafﬁcking. verts to a backpack, featuring vintage army sion, and though retail is certainly making a canvas, pebbled leather trim and antique comeback, people have really changed their Although the line is very conscious about brass hardware. 20% of the bag’s proceeds spending habits, and I don’t see this chang- providing relief and support to women, the will go to Academy for Peace and Justice, ing anytime soon,” Landes-Brenman said. brand is more popular with local magazines which is screen-printed on the inside of the “The market is so saturated with brands at than on the national magazine scale. bag so buyers can remember exactly where this point, that a fashion line that stands out Publications like 002 Magazine, Houston their money is going. and does something humanitarian-con- Modern Luxury, and Young Houston “We are hoping to encourage people to scious certainly can impact a consumer’s Magazine have featured Priya products. consider where their dollars go, and to real- decision as to whether or not to purchase According to owner Joy Kennedy, “Most ly understand the power of commerce. Your from them, over their competitor. I think people who wear or promote Priya love to dollar is your vote, and everyone can really this is something that is only going to con- mention the humanitarian cause behind the make a big difference because of that,” tinue to grow, and it’s something that is also brand.” Wilde recently told Forbes. being dictated by what we’re seeing pub- Endorsement possibilities abound Consumer shift certain, albeit slow lished by influencers in fashion media.” Celebrity support and advertisement may Alden Wicker, owner of highly popular Landes-Brenman works with major fash- be one of the fastest and most widespread 0Continued on next page ion editors on a daily basis, and said she is ways to show concern for fashion brands

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Ethical issues move needle for fashion consumers How to pitch U.S. Hispanic fashion media Hispanic fashion publications have grown in popularity and page count, and marketers with clients in the fashion world Can you share an example pitch? should take advantage of this vibrant media segment. Certainly! Here’s a pitch template. Spanish Sample Pitch: By Laura Perez [Nombre de Editora], Espero y estes teniendo una gran semana! the chances your outreach leads to cover- Me gustaría tomar un poco de tu tiempo ispanics are the largest and fastest age. para presentarte a growing minority group in the coun- Can I write my pitch in English? [brand name], una Htry. Hispanic women are gaining Even if you don’t speak Spanish, you can empresa de diseño de prominence in the U.S. and are becoming a still reach out to Hispanic media. Whether joyas de piezas únicas notably stronger influence, with 52 million you are a publicist or designer, you may recientemente lanzada want to hire a firm who specializes in en Nueva York. now accounting for the U.S. population. [Brand name] está Hispanics collectively have an impres- Hispanic media outreach, or bring on a inspirada por los sive buying power of $1.2 trillion. Latinas freelance bilingual publicist or even a trans- materiales reciclados are becoming more educated and tech lator to translate all your pitches and press con piezas de época y savvy with 86% of Latinas making the pur- releases on your behalf. de la más alta calidad. chasing decisions in the household. However, both Latina and Cosmopolitan Para crear a mano, Laura Perez You can take advantage of this powerful for Latinas is mostly written in English hermosas piezas úni- cas de joyería. demographic by including Hispanic U.S. with a few Spanish words or phrases with- He adjuntado alg unas imágenes del look- media as part of your PR outreach. After in its content. When pitching editors from book. Me encantaría escuchar tus ideas y la all, Hispanic media stays on top of the cur- these magazines you can write your pitch posibilidad de colocar a [brand name] en la rent trends just like any other mainstream and press release in English. revista Latina. fashion magazine and includes products The content for Cosmopolitan en Gracias de antemano por tu tiempo! and designers from all over the world. If a español, Siempre Mujer and Vanidades is Sample English Pitch: product or client is a fit with an issue, the written in Spanish, but the magazines’s [Editor Name], editor will take it under consideration. offices are in New York City. So, should I hope you’re having a great week! I would What publications should I consider? you send you pitch in English or Spanish? like to take a few minutes from your busy The mainstream Hispanic magazines The answer is either. I typically write my day, to introduce to you [brand name], a jew- with fashion content in the U.S. are Latina, pitches in Spanish but write my press elry company designing unique pieces, who Cosmopolitan for Latinas, Cosmopolitan releases in English. recently launched in New York. When in doubt, I send both my pitch and [Brand name] is inspired by recycled materi- en español, Siempre Mujer and Vanidades. als and vintage pieces of the highest quality, First, just like with any fashion magazine, my press release in Spanish and English to create beautiful and unique jewelry by do your research by taking a look through and include a link to the lookbook for fur- hand. recent issues and making note of recurring ther review. I have attached a few images of the look- articles and editors. Also, look at current Keep in mind that Cosmopolitan en book. I’d love to hear your ideas and the pos- media kits and editorial calendar for Español and Vanidades are also printed in sibility of placing [brand name] in Latina upcoming issue themes. Whenever possi- Mexico. The editors for both the U.S. and magazine. Thank you in advance for your time! ble, align your clients with upcoming sto- Mexico editions are the same editors so, ries and demonstrate that you have read the after sending your pitch and an editor is Laura Perez is Founder and President of magazine before you suggest your client. interested, confirm which edition your By Laura PR. This article was originally Then, heed the following tips to increase client is being considered for. published on the PR Couture blog. £

ETHICAL ISSUES 0Continued from page 14 clothes and thinking that they might want ness, like worker facility tours, donations, to go in a new direction. Unfortunately, and website advertising. The question without a certification or standard labeling remains on whether brands are making eco-fashion blog, EcoCult, feels that many system, the most consumers can do right real, long-term changes to address socially consumers are switching to American- now is look at the label and make a semi- responsible consumers. There seems to be made clothes and getting excited about informed decision about what kind of con- some promotion among the major fashion American craftsmanship. However, she ditions might be found in the country magazines to inspire consumers to pur- does not think that changes are happening where the garment was manufactured and chase humanitarian conscious brands. swiftly enough. what kind of impact the textile has on the “People have been concerned about what “Until the Rana Plaza collapse in environment.” is in their food and how their food is made Bangladesh last year, I don’t think con- Consumers have grown more conscious for some time. It was only a matter of time sumers really thought about where their about where their clothing comes from and until they applied that same judgment to clothes came from. Most just assumed that how it is produced, but it is not clear on choosing clothing,” said Wicker. “Now sweatshop conditions were a thing of the what scale this consciousness has occurred when women find a $5 shirt, their response past, that Nike had fixed all that,” said to promote widespread change. There are isn’t so enthusiastic. It’s more like, this was Wicker. “But after Rana, suddenly women many brands that are creating messages to obviously made by a slave child, how else have been looking at their mounds of address this newfound consumer aware- could it be so cheap?” £

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O’Dwyer’s guide to: BEAUTY, FASHION & LIFESTYLE PR

team is renowned for achieving and demands on their time. Our communications and quick 5W PUBLIC competitive results for all clients appreciate how nimble studies of our clients’ business- clients. Whether we are working we are, as well as our editorial es. We bring curiosity, optimism RELATIONS to put a mature beauty brand relationships and keen under- and authenticity to everything back in the spotlight, launching standing of digital technologies we do. And we deliver results 1166 Avenue of the Americas a lesser known entrepreneurial and social media. They also on time, on budget. 4th Floor company into mass retail or appreciate the fact that we know Our team has deep expertise New York, NY 10036 even introducing a top-selling that today, defining brand expe- serving the beauty and fashion 212/999-5585 European brand to the U.S. mar- rience through impactful story- industry representing clients ketplace, 5W is dedicated to telling often makes the differ- like 6pm.com, Christopher & Ronn Torossian, President & CEO structuring beauty PR programs ence between being one of Banks, Dayton’s, Dressbarn Erika Kauffman, General Manager & EVP, Consumer that will generate millions of many who is liked, to being one Stores, J.R. Watkins Naturals, Division media impressions, drive enor- of few who is adored. JB Hudson Jewelers and Juut mous buzz and create celebrity With years of experience Salonspas. In a media landscape that is influence. growing some of the world’s simultaneously shrinking for The 5W Public Relations leading skincare, fragrance, COYNE PR magazines and newspapers and beauty client list includes world- cosmetics, personal care, appar- wide beauty conglomerate el and accessories brands, our expanding to include blogs, 5 Wood Hollow Road video, social and other digital Shiseido, pillar spa brands beauty and lifestyle experts cre- Parsippany, NJ 07054 outlets, beauty brands must con- including Decleor Aromatherapy ate breakthrough campaigns 973/588-2000 stantly fight for coverage. 5W Skincare and CARITA Paris, that are never one-size-fits-all. www.coynepr.com Public Relations navigates this Jane Iredale, Repechage, celebri- We are uniquely positioned to challenge and breaks the beauty ty hairstylist Ted Gibson, integrate traditional media tac- 1065 Avenue of the Americas PR mold. Our expert team deliv- AHAVA Dead Sea Mineral tics into 360 degree programs 28th Floor Skincare and Supersmile, one of including events; sampling and New York, NY 10018 ers integrated campaigns, 212/938-0166 specifically designed to create the most popular teeth-whiten- promotions; digital and social personal and powerful connec- ing brands on the market. media; retail marketing; spon- 604 Arizona Avenue tions with media, consumers, sorships and alliances; corpo- Suite 10 retailers and influencers. ALLISON+ rate social responsibility; and Santa Monica, CA 90401 As a top PR firm with a lead- cause marketing programs that 310/395-6110 ing beauty department, we PARTNERS reach consumer audiences and approach each assignment with build market share. Tom Coyne, CEO fresh, innovative and effective 71 Fifth Avenue Our brand experience Rich Lukis, President New York, NY 10003 includes Julep Beauty, JOICO, Deborah Sierchio, Senior Vice strategies that engage beauty President, Beauty, Fashion & consumers with products, serv- 646/428-0602 Sexy Hair, Bulova, ASICS, Lo www.allisonpr.com Retail ices and companies they need to & Sons, Pevonia, philosophy, Jill Kleiner, APR, Assistant Vice know. We are committed to L’Oréal USA, Bobbi Brown, President, Beauty, Fashion & Scott Allison, CEO and more. We are committed to innovation and creating 360- Anne Colaiacovo, Senior Retail degree programs that ladder up Partner creativity and innovation — to an overarching brand strategy. Jill Wahler, Vice President developing brand-specific pro- Coyne PR is a creative pow- From media relations, events, grams to captivate audiences erhouse. Some of the world’s blogger campaigns, retail inte- The Allison+Partners con- and get messages heard. most-prominent brands look to gration, cause marketing, social sumer lifestyle practice breaks Coyne PR to create high-profile media guerilla marketing, influ- the systemic PR mold, bringing BEEHIVE PR public relations programs that encer outreach or brand partner- the reach and resources of a deliver significant results and ing, our campaigns are fully global leader paired with the 1021 Bandana Blvd. E., Suite 226 help them achieve their market- integrated for success. The 5W responsiveness and expertise of St. Paul, MN 55108-5112 ing, communication and busi- beauty team helps our partners a boutique group. 651/789-2232 ness goals. develop brand-specific pro- Many of our employees call Fax: 651/789-2230 Coyne PR’s Beauty, Fashion grams which will engage their out our entrepreneurial culture, www.beehivepr.biz & Retail team represents clients audience and get their message in which great ideas flourish. across the mass and prestige Lisa Hannum, CEO heard. Prospects often gravitate Nicki Gibbs, VP sectors, with accounts including Staffed by former journalists, towards the diverse range of Ayme Zemke, VP Mary Kay, Palmer’s and beauty insiders, beauty blog- clients and unique advantages David’s Bridal. The team knows gers, beauty PR veterans, and that our comprehensive set of Beehive PR is a strategic PR that the measure of success is others well-connected across the practice areas and geographies boutique based in St. Paul, based on the ability to impecca- industry, 5W’s beauty team has provide. The beauty and lifestyle Minn. We are best known for bly groom the client’s image. the specialization, extensive practice marries the expertise of fresh insights, big ideas and From product launches and spe- experience, media contacts and a group of seasoned PR profes- contagious energy that creates creativity that ensure that we sionals with the storytelling and bold growth for our clients. deliver an outstanding market- strategic thinking Allison+Partners Beehive is focused on creat- The October issue of O’Dwyer’s will profile ing campaign. is known for delivering. The ing a positively brilliant experi- PR firms that specialize in healthcare. If Considered to be the partner media that we work with on a ence for our clients, partners you would like your firm to be listed, con- of choice for some of the best- daily basis respect the fact that and team — every day. Our sen- tact Editor Jon Gingerich at 646/843- known brands in this sector, the we’re responsive and smart, ior strategists and savvy spe- 2080 or [email protected] 5W Public Relations beauty understanding the bigger picture cialists are experts in strategic

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PROFILES OF BEAUTY, FASHION & LIFESTYLE PR FIRMS

Film Fashion secures double page spread on designer Zuhair Murad in US magazine.

cial events, to social media our clients’ brands by housing campaigns, the Beauty, Fashion an edited collection of samples. & Retail team thinks bigger and Recent projects have included accelerates buzz for its clients, dressing celebrities for maga- always keeping a finger on the zine photo shoots and red carpet pulse of this fast-paced industry. appearances, securing editorial placements and coordinating FILM FASHION product placement working with talent such as Jennifer Lopez, Taylor Swift, Penelope Cruz, A Division of Rogers & Cowan Halle Berry, Angelina Jolie, Pacific Design Center 8687 Melrose Ave., G684 Kate Winslet, Blake Lively, Los Angeles, CA 90069 Kate Beckinsale, Shailene 310/854-8195 Woodley and Lupita N’yongo. Fax: 310/854-8138 Clients: A Pea in the Pod, Bec Coyne PR designed a PR campaign to support Mary Kay with its role [email protected] & Bridge, Chopard, Georges as Ofﬁcial Beauty Sponsor of the 2014 season of “Project Runway.” www.filmfashion.com Chakra, Houghton, Jenny Packham, Lorena Sarbu, Film Fashion, an exclusive N/Tice, Oroton, Pedro Garcia, division of Rogers & Cowan, Rani Zakhem, Romona Keveza, lic affairs, advertising and digi- Fragrance for Men, Vincent specializes in matching fashion Rubin Singer, SAFiYAA, tal marketing experts among its Shoes, Dearfoams, Diana and accessory brands with Swarovski, Tadashi Shoji, Raleigh, N.C. headquarters and Vincent Jewelers, Fossil, prominent celebrities to provide Zuhair Murad. New York City, Dallas, Los Swatch, Monet, Marithe & heightened brand awareness. Angeles and Tampa offices. Francois Girbaud, Kasper A.S.L This specialty PR firm creates FRENCH/WEST/ Ranked as the #4 firm for suits and sportswear, Susan Gail customized solutions to match beauty and fashion PR by handbags and Joe Boxer. clients and their latest fashions VAUGHAN O’Dwyer’s, FWV helps clients In addition to its portfolio of with the “right” celebrities and build retail and consumer beauty and fashion clients, trendsetters that embody their 112 E. Hargett St. demand for their product lines FWV works with many of the brand and promote the desired Raleigh, NC 27601 through earned media coverage, world’s leading consumer image. 919/832-6300 line reviews, collection pre- lifestyle brands, including The firm leverages these www.fwv-us.com views, celebrity seeding, coop- Bassett Furniture, Fretlight Hollywood associations into erative retail promotions, high- Guitar, Calligaris Home Rick French, Chairman & CEO media coverage through the David Gwyn, President / Principal visibility trade show support Furnishing, the International execution of strategic media Natalie Best, Executive Vice and much more. Gemological Institute, Island relations campaigns targeting President / Director of Client FWV’s present and past beau- Club Brands, Melitta USA and key fashion, lifestyle, and enter- Services / Principal ty and fashion clients include spirits company Hood River tainment press. Media activities Wrangler and Riders jeans, Distillers (Pendleton Whisky, for their roster of fashion French/West/Vaughan (FWV) Justin Boots, Arena USA, 1910 Rye Whisky, Yazi Ginger designers, fine jewelers, luxury is the Southeast’s leading public SKINS, Gemesis Diamond Vodka, Broker’s Gin and goods, and specialty retailers relations, public affairs and Company, Lily of France and SinFire Cinnamon Whisky). may include designer profiles, brand communications agency, Vanity Fair lingerie, Speedo, The agency’s fully integrated collection launches, and fashion independent or otherwise. Vidal Sassoon, Givenchy, creative and digital team also shows. Film Fashion’s unique Founded in April 1997 by Ferragamo, Bob Mackie, provides award-winning adver- showroom space provides an Agency Chairman & CEO Rick Celine, Escada, La Prairie, tising, graphic design and digi- optimal location to introduce French, FWV now employs 89 Joanna Mastroianni, That’s So tal and social media services for media, stylists and celebrities to research, public relations, pub- Raven Fragr ance, Wrangler a wide range of clients.

ADVERTISING SECTION 3 SEPTEMBER 2014 3 WWW.ODWYERPR.COM 17 Septmagazine_Layout 1 9/2/14 12:06 PM Page 18

PROFILES OF BEAUTY, FASHION & LIFESTYLE PR FIRMS

agency’s fully integrated pro- From strategic media outreach lets, Mannfolk PR is the go-to JAYNE & grams — including traditional to social marketing, multicultural firm for companies looking to media relations, events, social initiatives to experiential events, break into the competitive indus- COMPANY, LLC media, digital marketing and Lippe Taylor breaks through to tries of fashion, beauty and branded content — fuel consumer engage and capture the attention lifestyle. Providing effective pub- 16496 Falmouth Drive conversations wherever they of the media and the consumer. licity, branding and marketing Cleveland, OH 44136 occur and help create an emotion- Former editors, producers and support for a wide range of 440/846-6022 al bond with client brands. bloggers lead our teams so our clients, Mannfolk PR has an [email protected] media relationships and results unbeatable track record in achiev- LIPPE TAYLOR are unparalleled. Through day-to- ing maximum media exposure Jayne Morehouse, President day contact with media and criti- and delivering consistent cover- cal influencers, we shape trends age through its vast network of At Jayne & Company, LLC, 215 Park Avenue South New York, NY 10003 and ignite buzz. media contacts. Its Hollywood we build beautiful relationships At Lippe Taylor, we abide by showroom is an excellent show- for new, growing and established 212/598-4400 [email protected] the simple principle of mutual case for products to reach stylists brands, products and personali- www.lippetaylor.com trust and respect and believe that and high profile celebrities. Its ties. We communicate beauty, the best work comes from those New York office has access to fashion, wellness and lifestyle Maureen Lippe, Founder & CEO who are happy and given the leading fashion and lifestyle mag- brands’ stories directly and via Gerald Taylor, General Manager tools and incentives to succeed. azines. These translate into valu- targeted traditional and social Jessica DiPietro, Managing Our open, home-like office envi- able impact on consumer audi- media to the audiences who mat- Director ronment fosters creativity and ences to support the brand’s sales ter most — from end consumers collaboration, and allows our tal- and marketing goals. Mannfolk Lippe Taylor is an integrated to your industry, from your distri- ented team to deliver exceptional PR offers the best of both worlds marketing communications bution partners to your own com- client service. Therefore, our in providing the full range of munity to create, build and agency that specializes in moti- employee and account turnover is services of a major firm and the strengthen awareness, leadership vating women and girls to buy very low, which allows us to personal attention of a boutique positioning, sales and ongoing products. We’re pioneers in, and deliver unsurpassed, consistent agency. Each client receives connections. Our point of differ- continue to dominate, the market- results for our clients. focused attention with a tailor- day a ence comes from a deep and ing to women space. To nd Lippe Taylor is committed to made campaign featuring innova- interactive understanding of our every day, the team at Lippe excellence and has received mul- tive ideas and diligent dedication clients’ businesses, coupled with Taylor is obsessed with “cracking tiple industry awards for PR and to their brand through traditional an indelible passion for the the code” on what motivates Social/Digital Media — we are a media channels as well as rapid- growth of their brands. But most women and girls to buy one brand two-time winner of PR Week’s ly-evolving platforms for out- of all, our fun, entertaining and and not another… on influencing Consumer Launch of the Year reach. The agency prides itself in relevant communications process them to share their opinions and Award and have won multiple being a trusted and dependable makes your brand memorable. engage on social channels. Sabre Awards. One of our partner with their clients in a Founded by Maureen Lippe, a Pinterest campaigns has recently team effort for brand success. KAPLOW former Beauty and Fashion won 12+ awards. Editor at Vogue and Harper’s We are Lippe Taylor: Speak to MARKETING Bazaar, brand spokeswoman and us about speaking to her. 19 West 44th Street, 6th Floor TV personality, Lippe Taylor is New York, NY 10036 MAVEN 212/221-1713 committed to delivering superior ROI. Our areas of expertise MANNFOLK [email protected] 135 W. 29th Street, Suite 302 www.kaplow.com include beauty, fashion, PUBLIC New York, NY 10001 health/wellness, home and 212/967-5510 Liz Kaplow, President and CEO lifestyle. In addition to PR, we RELATIONS [email protected] specialize in digital/social mar- www.marketingmavenpr.com For more than two decades, keting, trend-forecasting and 606 N. Larchmont Boulevard KAPLOW has been changing graphic design. We bring innova- Ste. 206 Lindsey Carnett, CEO & conversations through innovative tive insights to life with an inte- Los Angeles, CA 90004 President storytelling that helps consumers grated approach, considering all 323/460-2633 [email protected] Phil Rarick, COO fall in love with clients’ brands. options and using whatever mar- www.mannfolkpr.com [email protected] [email protected] Kaplow’s programs for best- keting tactics best serve the idea Natalie Rucker, VP of Business in-class beauty, fashion and and drive business results. Dorothy Mannfolk, Owner/Public Development lifestyle clients drive consumer We know that women rule! If Relations [email protected] behavior. When they launched you aren’t connecting with them Curl Secret for Conair, the device they will rule you out. Lippe From Los Angeles to New At Marketing Maven, we quickly sold out at retail — Taylor helps clients understand York, fashion, beauty and believe beauty is in the eye of before advertising began! And, and inspire this target audience lifestyle brands depend on the consumer. As a results-driv- when it introduced Olga and via our proven DTW: Direct-to- Mannfolk PR to achieve nation- en integrated marketing and Warner’s new bra line as the solu- Women®, DTM: Direct-to- wide attention and success. communications firm specializ- tion for “sleevage,” the product Moms® and DTT: Direct-to- Mannfolk PR specializes in ing in earning national media flew off shelves. Other beauty Teens® methodologies. Through a bringing maximum exposure to exposure for clients, we create and fashion clients include partnership with SheSpeaks, we clients with proactive campaigns strong relationships with celebri- Cosmetic Executive Women, established the “SheSpeaks/Lippe that blend celebrity outreach, ties and nationally recognized Laura Mercier, Revive, Shiseido, Taylor Women’s Buying Behavior product placements in national make-up artists and stylists to St. Ives, Timex and No Nonsense Index,” proprietary research that publications, websites, TV and earn editorial coverage. We pride and CVS/pharmacy Beauty. helps uncover trends and insights film, along with various social ourselves on our sales-focused Mid-sized and independent, for clients. Research findings are media and special events includ- and engagement-driven tactics KAPLOW is nimble and flexible at the core of our creative, effec- ing product launches and fashion that have proven to increase rev- in today’s ever-changing commu- tive, award-winning client solu- show productions. With complete enue and develop customer loy- nications landscape. The tions. access to all the major media out- alty for our beauty and fashion

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PROFILES OF BEAUTY, FASHION & LIFESTYLE PR FIRMS

Marketing Maven CEO Lindsey Carnett (right) with Account Executive Elizabeth Maxim (left) and Hispanic Media Manager Mari Escamilla. The Media Oasis spa/treatment room at Pierce Mattie headquarters.

clients. el; beauty; wellness, lifestyle; Our clients value the social sports; and millennial. The Janine Gordon, President, last two decades servicing luxu- activation and media outreach agency specializes in strategic JGAPeppercomm ry lifestyle and nonprofit strategies we implement along- media relations; social media Melissa Vigue, Director clients, working with some of side branded marketing collateral strategy and management; part- Lauren Banyar Reich, Director, the world’s most coveted and and coordination at red-carpet nership development; product JGAPeppercomm respected consumer brands. events, which set our clients apart launches/placement; press pre- Our experience runs deep and as industry trend-setters. views/media showrooms; Peppercomm is an award- includes work for brands such as Marketing Maven also maintains tradeshows; event facilitation; winning strategic marketing and CARGO Cosmetics, Crocs, close ties with fashion, beauty spokesperson positioning; communications firm headquar- Holland & Holland, Kiehl’s Since and lifestyle editors at major pub- lifestyle campaign development; tered in New York City with 1851, Michael C. Fina, MINI lications and television producers millennial marketing; and crisis offices in San Francisco and Cooper, Mustela, Perricone MD, on a national level. communications. Our team of London that prides itself on lis- Pixi, Spa Castle, T.J.Maxx and With expertise in creating agile, professional marketers tening first, last and always. We Marshalls and Whirlpool innovative communications solu- pairs innovative thinking and pride ourselves on listening to Corporation, to name a few. tions, we represent a wide array never-say-never attitudes to our clients’ needs as well as the of clients in the beauty and fash- deliver significant results and wants and needs of their various ion industry including major exceed expectations. Industry audiences. That focus on listen- PIERCE MATTIE fashion competitions, pageants, experience includes: Alex and ing before engaging (or creat- COMMUNICATIONS luxury beauty products from hair Ani; Alli — Alliance of Action ing) inspired not only our tagline: “Listen. Engage. care to skin care, and designer Sports; Burton Snowboards; 62 West 45th Street, 3rd Floor brand clothing. Cannondale; DC Shoes; NBC’s Repeat,” but our strategic New York, NY 10036 Dew Tour; Diageo; Disneyland; approach. 212/243-1431 MFA Girard-Perregaux; Global Surf Our integrated team of spe- [email protected] Industries; Global Views; cialists work together to create (MISSY FARREN & Kidrobot; Red Bull; Roxy; cohesive campaigns that lever- Joshua Blaylock, Director of ASSOCIATES) Schwinn; SKINS; Target; Tonique age the right communications Business Development Fitness; US Ski & Snowboard and marketing vehicles across Association; Quiksilver. all touch points. From major Pierce Mattie Communications 30 Irving Pl., 3rd Floor household names to elite luxury remains the industry leader in New York, NY 10003 PEPPERCOMM, brands, we have helped clients public relations for beauty, fash- 212/528-1691 reposition and rebrand; launch ion and lifestyle consumer Fax: 212/561-6462 brands. It is the only PR agency www.mfaltd.com INC. entirely new brands and posi- [email protected] tion global brands in the U.S. with a modular event space for 470 Park Ave. South market; build websites and the press located in Times Missy Farren, Founder & CEO 4th Floor North social footprints; launch content Square that features a fashion Caroline Andrew, Vice President New York, NY 10016 strategies; create brand experi- showroom, spa/treatment room, 212/931-6100 ences; drive executive visibili- multimedia capabilities and MFA is a mid-sized agency Fax: 212/931-6159 ty; prepare for and mitigate lounge called the Media Oasis. offering a powerful combination [email protected] crises; engage key audiences At Pierce Mattie of customer assistance, attention www.peppercomm.com and ultimately deliver results Communications our team is to detail and dynamic, meaning- for our clients. innovative, client-focused and ful coverage and social media Steve Cody, Co-CEO & Co-Founder In addition to our cross-channel has solid relationships in the results. Our personal passions Ed Moed, Co-CEO & Co-Founder editorial world of New York & , Partner & President offerings, Peppercomm provides Ted Birkhahn beyond. Pierce Mattie drive professional success and Ann Barlow, Partner & distinct expertise in luxury, lifestyle, relationships in various niches, President, West Coast fashion and beauty through the spe- including: men’s, women’s and Maggie O’Neill, Partner & cialty team of JGAPeppercomm. 0Continued on page 20 children’s fashion; fitness appar- Managing Director JGAPeppercomm has spent the

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PROFILES OF BEAUTY, FASHION & LIFESTYLE PR FIRMS

Angela and Vanessa Simmons, social responsibility, thought PIERCE MATTIE COMMS. ROGERS & COWAN TW Steel, Swarovski, Sunglass leadership, online engagement Hut, Ray-Ban, Clinique, Coty’s and community building. 0Continued from page 19 8687 Melrose Ave., 7th Floor Beyoncé Pulse and David Los Angeles, CA 90069 Beckham Fragrances and SPM Glamour Reel Moments. Communications has a proven 310/854-8117 COMMUNICATIONS track record of collaborating Fax: 310/854.8106 [email protected] RUDER FINN, INC. INC. with its client partners to deliv- www.rogersandcowan.com er consistent outstanding results. Fran Curtis, Executive Vice 301 East 57th Street 2030 Main St., Ste. 325 President (New York) New York, NY 10022 Dallas, TX 75201 RED PR Maggie Gallant, Executive Vice 212/593-6400 214/379-7000 President (New York) Fax: 212/593-6397 24-hour media line: 817/329-3257 Valerie Zucker, Senior Vice www.ruderfinn.com www.spmcommunications.com The Soho Building President (Miami) 110 Greene Street, Suite 408 Kathy Bloomgarden, CEO Dallas • Denver • New York • New York NY 10012 Rogers & Cowan treats each Rachel Spielman, Global Head Atlanta 212/431-8873 of Corporate Communications [email protected] one of its Fashion and Beauty brands as a celebrity — because Jean-Michel Dumont, Chairman, Suzanne Parsonage Miller, www.red-pr.com Ruder Finn Asia President & Founder Twitter: @redprnyc every brand has a distinct person- Elan Shou, Managing Director ality that sets it apart. With many China & Senior VP, Ruder Finn Julia Labaton, President of the top brands in Fashion and Asia For 15 years, SPM has promot- Beauty under our banner, we ed and protected brands through RED PR is a marketing and were among the very first PR As one of the largest inde- media relations, social media communications firm specializ- agencies to leverage the explo- pendent global communications strategy, spokesperson training ing in beauty, fashion and sive marketing power of fashion agencies, Ruder Finn has a deep and crisis management. Our “No lifestyle brands. We value the and celebrity. understanding of the global mar- Jerks” policy, which was featured strong relationships we have The agency is located in New ket — including the U.S., in The Wall Street Journal, is the developed within the industry York, Los Angeles and Miami, Europe, and China — and the core of SPM’s culture. It means and create synergies that mutu- some of the largest fashion capi- trends driving business today. we foster an atmosphere of mutu- ally benefit our clients. Our tals in the world. We offer exten- The agency’s dual headquarters al respect and trust among clients, company provides detail-orient- sive expertise in the fashion, in New York and Beijing gives us team members and company ed, efficient and individualized beauty and luxury categories pro- a strong perspective on fashion, leaders that leads to a creative, service. We believe in creative, viding marketing communica- style, luxury and evolving habits collaborative and productive collaborative thinking that leads tions campaigns, editorial place- of consumers around the world. environment. to impactful results. We cus- ment, social media strategies, Ruder Finn partners with the From former newspaper tomize programs to support our fashion week support, event man- world’s leading luxury brands in reporters and TV journalists to clients’ unique business goals agement, celebrity/influencer fashion, lifestyle and beauty to social media strategists, media and communications needs. seeding and product placement. build corporate reputation and relations specialists and corporate Public relations has the Our commitment is illustrated in enhance brand awareness and communications experts, our power to shape a brand image, the work we do in promoting visibility through integrated team is made up of experienced create and increase demand, and men’s, women’s and children’s communications programs in professionals who approach each drive sales. It is an essential apparel, eyewear, handbags, markets across the globe. client’s brand holistically. Our business tool that encompasses shoes, jewelry, timepieces, beau- Ruder Finn’s expertise lies in team’s extensive fashion, beauty research, communications train- ty/skincare products, hair care, helping luxury brands enhance and lifestyle brand experience ing, strategic planning, publici- celebrity brands, designers and their positioning in a competitive includes eraclea Skin Care, ty, social media, and branding fashion-related events. market, as well as connect with Aveda, Tiffany & Co., Enfusia, by design. Effective PR tells a Through its Film Fashion and gain understanding of their Nautica, Dickies Workwear, A compelling narrative to an orga- brand, Rogers & Cowan is the customers. For the past five Pea in the Pod, Beretta Gallery, nization’s key audiences and only PR agency with a special- years, Ruder Finn has released Madewell, FitLogic, Naya, good stories build word of ized unit focused on matching our annual China Luxury Naturalizer, E! Live from the Red mouth reputation, which con- fashion and accessory brands Forecast, which surveys Chinese Carpet product line, The Vintage tributes to successful bottom- with prominent celebrities for red consumers on their luxury pur- Pearl, Heelys, NorthPark Center, line results. carpet appearances, securing edi- chasing habits. The results of this Bliss Spa Dallas, The Spa at the Our objective is to provide torial placements and coordinat- survey have provided invaluable Crescent and Goss Gallery. excellent service while aligning ing product placement. (See sepa- insights for our clients who are Whether the client is a catego- public relations and marketing rate listing for Film Fashion). looking to move into this impor- ry-leading national powerhouse tactics with business goals. By Additionally, our Black Sheep tant luxury market. or a startup, SPM works to build understanding a company’s Social Media unit works with a Ruder Finn works with luxury businesses by creatively telling strategic objectives, we are able variety of fashion and beauty clients to establish consistent clients’ stories in many voices to to focus on PR initiatives that brands on audience engagement brand communications and build many audiences to not only res- will directly support growth. We and peer-to-peer conversations. awareness with consumers, onate with consumers, but pro- start with brand strategy. What Clients have included Rosie thought leaders, journalists and vide measurable ROI. clients get is dynamic, passion- Pope Maternity, Lancome, Estee other key stakeholders. Our ate, intelligent boutique agency Lauder Companies, Kardashian capabilities in this industry collaboration with large agency Kollection, Drybar, Glo Science, include corporate reputation, View and download entire issues of capabilities. Senior-level talent Kate Walsh Boyfriend brand awareness, stakeholder O’Dwyer’s magazine in PDF format, as well is intimately involved with each Fragrances, Lea Black Beauty, mapping, global media relations, as hundreds of company profiles in our client. PRAI Beauty, Kohl’s Jennifer consumer relations management, searchable online database. Contact us today to discuss Lopez and Marc Anthony collec- event management, marketing WWW.ODWYERPR.COM your goals. tions, Avon Voices, Pastry by communications, corporate

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have brought major industry inno- WEBER vations to market for our clients. Expertise includes influencer SHANDWICK relationship management, brand building, product launches, social 909 Third Avenue media strategy and creative devel- New York, NY 10022 opment, content creation and 212/445-8000 management, editor and blogger www.webershandwick.com events, celebrity spokesperson Karen Pugliese, Executive Vice acquisition and talent partner- President, Consumer Marketing ships, event and fashion show 212/445-8198 planning, grassroots marketing, [email protected] multi-cultural engagement, brand- Buffy Hersly, Senior Vice ed entertainment including inte- President, Beauty & Fashion gration and sponsorships, celebrity 212/445-8133 and influencer seeding, [email protected] Jill Murphy, Chief Business retailer/trade support, cause mar- Development Officer keting and issues management. 212/445-8339 Weber Shandwick prides itself [email protected] on its relationship-built network of top beauty and fashion influ- Weber Shandwick offers a encers, including social media strategic, innovative and integrat- mavens, magazine directors, TV ed approach to beauty and fashion producers, top bloggers, celebrity — one that continues to evolve in stylists, makeup artists and real-time with today’s fast-paced Hollywood A-listers. These rela- PR and social landscape. With tionships are paramount in pro- decades of beauty, fashion and ducing award-winning results for lifestyle experience, our global clients. From magazine pages and team of experts is well-versed in national broadcast to the most the latest industry trends and tools influential blogs, web sites and necessary to cut through the clutter social handles of today’s top influ- of competitive and dynamic mar- encers, Weber Shandwick exe- kets. We represent leading brands cutes memorable beauty and fash- in the industry — from skin care ion campaigns that garner atten- and hair care to department store tion and incite action by the apparel and intimate wear — and brand’s key stakeholders. £ One of Turner’s seasonal ﬂagship brand presentations. O’DWYER’S 2014 RANKINGS OF

fashion, outdoor and creative HOME FURNISHINGS PR FIRMS TURNER PR audiences with equal authenticity, 1. and our passion translates to rele- Edelman New York $45,453,943 vant results. 2. Zeno Group 6,318,841 A wholly owned subsidiary of New York Fahlgren Mortine We build our campaigns to 3. Hager Sharp Wash., D.C. 5,339,924 have maximum impact in the 250 West 39th St., #1602 4. Gibbs & Soell New York 3,328,760 New York, NY 10018 modern media environment, own- 5. 212/889-1700 ing the intersection of earned and L.C. Williams & Associates Chicago 3,177,298 [email protected] owned media. We excel at deliver- 6. Kaplow New York 1,750,000 www.turnerpr.com ing meaningful brand and product 7. Peppercomm New York 1,439,956 media exposure through our 8. 1,250,508 1614 15th St., 4th Floor nationwide network of trusted PadillaCRT Minneapolis Denver, CO 80202 9. Hunter PR New York 952,667 303/333-1402 contacts; and our digital influencer outreach is designed to 10. Finn Partners New York 840,551 extend brand presence in the , Founder and 11. SS|PR 500,000 Christine Turner social sphere. From strategic Northfield President 12. Lou Hammond & Assocs. New York 483,170 Mariana DiMartino, Senior Vice brand collaborations, media 13. President showrooms, retail press events, McNeely Pigott & Fox PR Nashville 393,481 Angela Berardino, Chief ambassador campaigns, commu- 14. Formula PR New York 365,990 Strategy & Integration Officer nity management, social media 15. French | West | Vaughan Raleigh 300,000 programs, digital analytics and 16. Turner PR is a national public insights, cause marketing and Hope-Beckham Atlanta 206,622 relations, social media and digital celebrity and creative familiariza- 17. Jackson Spalding Atlanta 133,123 communications firm represent- tion, we work to elevate brand 18. Trevelino/Keller Atlanta 130,000 ing fashion, active lifestyle, mod- messages and bring connection 19. PAN Communications Boston 120,000 ern outdoor and travel brands. Our with their core purpose. 20. fashion division has a 17-year his- We work with a stellar roster of Beehive PR St. Paul, MN 112,750 tory working with some of the 20+ brands including Fjallraven, 21. Marketing Maven PR Camarillo, CA 104,986 world’s most iconic brands. We Incase, Alternative, Native Shoes 22. Rosica Paramus, NJ 95,000 are a niche firm that speaks to and Obermeyer.

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Firm Net Fees (2013)

1. Edelman New York $16,494,517

2. Ruder Finn New York 7,393,000

3. Kaplow New York 5,413,000

4. French | West | Vaughan Raleigh 4,225,613

5. 5W Public Relations New York 3,700,000

6. Turner PR (Fahlgren Mortine) Columbus 1,836,872

7. Coyne PR Parsippany, NJ 1,594,000

8. Zeno Group New York 993,904

9. Allison+Partners San Francisco 898,000

10. O’Malley Hansen Comms. Chicago 688,000

11. Formula PR New York 668,454

12. SPM Communications Dallas 570,621

13. LaunchSquad San Francisco 525,775

14. Linhart Public Relations Denver 521,913

15. Finn Partners New York 353,404

16. Beehive PR St. Paul, MN 300,809

17. The Buzz Agency Delray Beach, FL 290,494

18. Peppercomm New York 188,478

19. PAN Boston 180,000

20. Rosica Paramus, NJ 174,700

21. TransMedia Group Boca Raton, FL 150,000

22. Hope-Beckham Atlanta 143,066

23. Maccabee Minneapolis 126,255

24. Marketing Maven PR Camarillo, CA 94,037

25. Jackson Spalding Atlanta 66,561

26. Schneider Associates Boston 60,000

27. Sachs Media Group Tallahassee 55,400

28. IW Group W. Hollywood 46,000

29. Stuntman PR New York 45,000

30. PadillaCRT Minneapolis 19,500

OPINION Professional Development PR winners and losers in Ferguson, MO By Fraser Seitel From the moment of Michael Brown’s only real “winner” in this tragedy was the shooting, the Ferguson PD proved unable man the governor put in charge ... he ongoing nightmare in Ferguson, to get out of its own way. With only three Captain Ron Johnson Mo. is a tragedy first and foremost black police officers on a force of 53, the The Missouri Highway Patrol captain, Tfor the young man who was killed Ferguson PD had to anticipate that skeptics a lifelong resident of the St. Louis area and the family who mourns him. would be ready to pounce if reports of the and 27-year veteran of the Highway Beyond that human tragedy of Ferguson, investigation were perceived as not being Patrol, was mercifully chosen by the gov- Mo., lies a nightmare of bad judgments and transparent. ernor to coordinate law enforcement wrong decisions that The clear PR counsel called for making agencies after the Ferguson PD provedo s hold PR lessons for known what was known about the shooting wanting. any public official as quickly as possible, including releasing Every crisis needs a compassionate, who finds him/herself information on the circumstances surround- decisive and approachable leader, and in a similar cauldron. ing the 18-year-old’s shooting, the conven- Johnson fit the bill. He ordered the mili- In a PR sense, there ience store robbery of which he was sus- tary armaments taken down, waded into are few winners and pected, and the identity and background of the midst of the protestors, spoke sympa- many losers coming the officer who shot him. In such an esca- thetically, and presented a human face to out of Ferguson. PR lating crisis, where social media rumors the community. counselors and their spread and cable reporters run with them, Captain Johnson, who is destined to Fraser P. Seitel has clients can learn from speed is of the essence and hesitation or emerge from the Ferguson riots as a been a communications all of them, including: withholding is interpreted adversely. strong and popular political figure, clear- consultant, author and Ferguson Police In this case, with St. Louis County and ly understood what other officials didn’t: teacher for 30 years. City officials ducking for cover, it was left that symbolism and compassion and He is the author of the Department Prentice-Hall text, The The biggest loser in to an incapable and unprepared Ferguson humanity in a crisis is often as critical as Practice of Public the Ferguson tragedy Police Department to fend off the proper action. Indeed, Capt. Johnson Relations. is the city’s police onslaught. Not surprisingly, it wasn’t up to might singlehandedly have turned the force. Rarely in the test. tide in Ferguson had the national news recent memory have so many wrong-head- It hid the shooter’s identity, hesitated to media not insisted on fanning the flames ed PR blunders been committed in such a release the Brown robbery allegation, and of the legitimate protestors and illegiti- short period of time. fumbled every explanation of what hap- mate criminals. The most shameful PR News Briefs pened and why. Meanwhile, what it did Ferguson media culprit was clearly … achieve was arming its officers for WWIII, MSNBC Kekst, Joele Frank split big while journalists were arrested. The liberal cable network turned itself bananas PR bid Mercifully — but too late — the pro- over hook, line and sinker to a participant Kekst and Company is promoting a $600 million ceedings were turned over to the Missouri in the Ferguson drama, the ever-rabble unsolicited bid for Chiquita Brands as an alternative to Highway Patrol by another big-time rousing/race-baiting/flame-throwing rev- the banana giant’s “inversion” plan to merge Ferguson loser ... erend, Al Sharpton. Not only did with Ireland’s Fyffes and establish a domicile in that Governor Jay Nixon MSNBC allow incendiary Al to use his country. Orange juice producer The Cutrale Group and Despite his fellow Democrat Barack daily broadcast hour to castigate the Brazilian banking and investment firm Safra Group Obama’s defense, Missouri’s Governor was authorities and foment further Ferguson went public with a $13-per-share offer to Chiquita a no-show in Ferguson, just when he should tension, it encouraged him to pop in as a Brands shareholders, a 29% premium over the pro- have taken charge. As New York’s Andrew guest on other programs throughout posed Fyffes transaction that was pegged to Cuomo showed when helping avert a Long broadcast day. Wall-to-wall inflammable Chiquita’s Aug. 8 share price. Kekst managing director Jeremy Fielding is leading Island Rail Road strike, and Ohio’s John Al. PR for Cutrale and Safra regarding the Chiquita offer, Kasich showed when Toledo’s water By this time, of course, MSNBC has while Innisfree M&A is wooing proxies. The parties became contaminated, a governor’s pri- made no bones about shedding most of said they could close the deal by the end of the year, mary responsibility is to be there at Ground the standards of news and objectivity that the same timeframe proposed for the Fyffes inversion. Shareholders of Chiquita and Fyffes are slated to vote Zero when crisis hits. helped earn its NBC parent a reputation on the deal in September. Nixon wasn’t, and outraged residents for quality journalism. In the face of Chiquita in February hired Joele Frank, Wilkinson noticed. His subsequent call for a curfew to right-wing Fox News, MSNBC has Brimmer Katcher to bolster PR for the Fyffes deal, stop nighttime rioting was disastrous. Not staked its claim to speak for the left. And which would make the combined entity the world’s only did protestors scream at being denied no doubt with Rev. Al at full, unhelpful top banana producer ahead of Dole. Ogilvy PR and Ireland-based Wilson Hartnell their rights, but the looting got worse. As bellow in Ferguson, the network’s ratings PR work with Fyffes on the PR front, while Chiquita camera’s filmed giddy criminals breaking likely rose and management was happy. director of corporate communications Ed Lloyd is the down store fronts and stealing whatever But somewhere the esteemed reporters primary spokesman for his company. they could carry, the gendarmes — both who helped build the network’s now-tat- In a statement, Chiquita said its board and advisors will review the offer to “determine the course of state and local — were nowhere in sight. A tered reputation for journalistic integrity action that it believes is in the best interests of the day later, a mortified Gov. Nixon called off — Chet Huntley and David Brinkley, Company and its shareholders.” It urged shareholders the curfew and called in the National John Chancellor, Tom Brokaw and even not to take action until that review is completed. Guard. David Gregory — were shaking their The only thing Nixon got right and the heads ruefully. £

24 SEPTEMBER 2014 4 WWW.ODWYERPR.COM Septmagazine_Layout 1 9/2/14 12:06 PM Page 25 O’DWYER’S RANKINGS TOP PROFESSIONAL SERVICES PR FIRMS

Firm Net Fees (2013) Firm Net Fees (2013)

1. 26. Edelman New York $90,476,533 Linhart Public Relations Denver 582,259

2. 27. Finn Partners New York 11,658,597 Standing Partnership St. Louis 569,560

3. 28. MWW New York 4,118,000 Perry Communications Group Sacramento 491,992

4. 29. Moore Communications Group 451,513 LEVICK Washington 3,751,644 Tallahassee

5. 30. Hope-Beckham 428,259 Allison+Partners San Francisco 3,500,000 Atlanta 31. 6. Public Communications Inc. Chicago 390,338 Peppercomm New York 3,339,852 32. 7. McNeely Pigott & Fox PR Nashville 353,481 Bliss Integrated Comm. New York 3,090,000 33. 8. Beehive PR St. Paul 351,399 rbb Public Relations Miami 2,889,416 34. 9. Kohnstamm Communications St. Paul 343,807 5W Public Relations New York 2,800,000 35. Jackson Spalding 339,370 10. Atlanta Zeno Group New York 2,648,013 36. Coyne PR 303,000 11. Parsippany, NJ Prosek Partners New York 2,642,500 37. Seigenthaler Public Relations Nashville 302,585 12. Rasky Baerlein Strategic Comms. Boston 2,379,536 38. Maccabee Minneapolis 278,624 13. Ripp Media/Public Relations New York 2,325,492 39. TransMedia Group Boca Raton 245,000 14. Regan Communications Group Boston 2,142,000 40. Weiss PR Baltimore 244,436 15. Konnect Public Relations 1,687,863 Los Angeles 41. PAN Boston 240,000 16. CooperKatz & Co. 1,623,504 New York 42. Rosica Paramus, NJ 176,322 17. French | West | Vaughan 1,415,775 Raleigh 43. Landis Communications San Francisco 175,000 18. 1,309,875 Schneider Associates Boston 44. Marketing Maven PR Camarillo, CA 131,662 19. Boardroom Communications Plantation, FL 1,000,000 45. Trevelino/Keller Atlanta 110,000 20. LEWIS San Francisco 896,000 46. Gregory FCA Ardmore, PA 100,000 21. Bendure Communications Middleburg, VA 723,439 47. LaunchSquad San Francisco 89,200 22. PadillaCRT 719,800 48. Minneapolis OCG PR Ft. Worth, TX 72,000

23. Makovsky 700,000 49. New York The Buzz Agency Delray Beach, FL 67,502

24. 675,000 50. IW Group West Hollywood Idea Grove Dallas 44,695 25. 51. L.C. Williams & Associates Chicago 601,914 Feintuch Communications New York 42,208

OPINION Financial Management Benchmarking, forecasting income, and budgeting By Richard Goldstein

activity that must be completed within Agency Industry 2014 Billing Rates & ccording to Al Croft in his book that period because it is time sensitive. Utilization Report. This report is as of Managing a Public Relations Time sensitive activities include such December 2013 and can be invaluable AFirm, one of your most impor- projects as a special event tied to an in operating your agency. In addition to tant management tasks is to accurately athletic contest, a new product intro- this report, in June 2014, Gould pub- forecast the amount duction that must precede the advertis- lished his 2014 Best Practices of income that can ing campaign, or press material related Benchmarking Report. Both of these be expected from to a specific holiday season or special reports can be critical to your success! clients during the publication issue. Best practices year. You will need Variables such as unforeseen or last- Ever since I have been working with this information to minute assignments, opportunities, PR agencies, it seems the benchmark anticipate cash flow crises, the client decision making for profitability has been set at 20% and profit (how process, and other idiosyncrasies will give or take. As most of you know, my much money you always impact on how much and what view has always been this percentage is Richard Goldstein will take in and how type of work is performed and, there- too low and the goal should be at least is a partner at much you will fore, will affect the amount of income 33%. How do you get there? The first Buchbinder Tunick & keep) and to plan that is actually earned in any given step is to understand what it takes to get Company LLP, New staff schedules and period. there: budgeting, forecasting, and York, Certified Public Managing profitability Accountants. to anticipate hiring benchmarking to name a few. additional employ- In addition to reliable income fore- Running the numbers ees. casts, your agency’s profitability Croft suggested the following bench- Forecasting and budgeting depends on control of profit drains as marks to arrive at a 25% pretax profit: There are important distinctions high salary to income ratios, high oper- Salary and benefits — 50%; Travel and between forecasting and budgeting. ating costs including rent (probably Entertainment — 2%; New Business Forecasting describes the amount of your second largest expense after salary Development — 1%, Operating income/revenue that your agency and related costs), low staff productivi- Expenses (rent, utilities, telephone, expects to generate in a given period of ty, and unbillable client time. maintenance, messenger, depreciation, time based on work that actually will Nonbillable expenses, such as agency etc.) — 13% of which rent is 7% to and/or can be completed. Accurate promotion, new business development, 10%). General and Administrative (sta- forecasting is an essential aspect of travel, and client entertainment must be tionery, supplies, insurance, postage both short and long term business plan- budgeted and contained. You must and delivery, dues and subscriptions, ning. establish and live within a realistic recruiting) — 4%, Payroll Taxes — 4%. Budgeting is more pragmatic. It out- overall agency budget and charge fair, If you do the math, the sum of these lines the maximum cost of client proj- competitive, and profitable rates and expenses — 75% subtracted from 100% ects and the total income available to track the profitability of each client. It is — leaves pretax profit of 25%. An the firm. There are both similarities also crucial to consider how you can observation: if your salary and benefits and differences between budgeting and turn around unprofitable clients or are over 55% according to Al Croft you forecasting. They are both based on resign the engagement if not possible. are in trouble. your ability to estimate how much staff Five most popular ways to lose money Tale of the tape time will be required to complete spe- The five most popular ways to lose So how did the industry do for 2013? cific client activities, and therefore how money in public relations are: Well, according to the Gould survey, not much agency income can be expected 1. low productivity one reporting firm based in the United in payment for that work. 2. write-offs States of any size level had an operating Budgeting establishes the cost param- 3. unprofitable clients profit of 20% or more. In fact, not one eters within which you must work. To 4. human mistakes US reporting firm had total labor at produce an accurate income forecast, 5. excessive salary costs below 50% or even below 55%. Of the you must predict how much work you I could write a thesis on each of the 115 agencies responding, eleven will actually do within a specific time above. I trust it is not necessary! Canadian agencies had average profits period and within budget parameters. The role of benchmarking of 20%. The New York metro area oper- Forecasting income also requires It is critical that you benchmark your ating profit percentage was 15.9% and knowing the amount of time that you agency against your competition. It is the highest of 18.5% was the Southeast. and other staff members will have often difficult to gauge your agency The overall goal available to invest in specific client against other firms your size because of According to Gould, the overall goal projects within a set time period. It all the lack of creditable information. for the industry should be labor under requires an understanding of the activi- Information is nevertheless out there. 50%, overhead no more than 25%, ty that can be completed within a given For example, a call to Rick Gould, operating profit 25%+. Croft called this period — because the client has managing partner of Gould+Partners result “Nirvana.” I call it a lot of hard approved it and/or budgeted for it and can help. work for what I consider low profitabil- staff time is available — as well as the Gould has recently published his PR ity! £

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Opinion Reporters under fire, need friends. Where’s PR? By Jack O’Dwyer sively on such abuses abroad. on women in PR by Olga Khazan. PR executive Tim Cost said in Additional pressure on reporters is he beheading of journalist James 1998 that corporate PR “experiences a coming from the economic side—the Foley by ISIS forces and other press call as a drive-by shooting.” need to please advertisers. A “firestorm Tinstances of hostility to journalists Richard Moss of Good Relations of the of controversy” has erupted over new in the U.S. and U.K., said in 2012 that clients are so “advertiser-friendly” criteria Time Inc. abroad prompted afraid of what might get picked up in is using on some of its editorial employ- a New York the media that content has become “too ees. Times examination vanilla to matter.” Time looks at how “beneficial to of the phenomenon. PR specialists now outnumber advertiser relationship” a writer’s work “From Missouri to press by a better than four-to one ratio is deemed to be. The Times-Picayune of Syria, Journalists in says the U.S. Dept. of Labor — New Orleans prints press releases Troubled Areas Are 202,530 PR’s as of 2013 vs. 43,630 labeled “Community Submission.” Press persecution documented Becoming Targets,” J’s. The PR’s grew from 166,630 in Jack O’Dwyer said the banner 2004 while the J’s dipped from 52,550. Worldwide press persecution is a phe- head Aug. 21. Furthermore, as noted by Douglas nomenon that has been documented by Noted were not Hebbard in Talking New Media, the UNESCO, Committee to Protect only murders, jailings and expulsion of median pay of PR’s was $54,940 in Journalists and many others. UNESCO J’s from troubled foreign lands, but 2013 while J’s were making only issued a 51-page report on the subject in interference with working press in the $35,600. 2012 and continues to examine it. U.S. We wouldn’t advise anyone to take up UNESCO’s Navi Pillay is particularly Reporters covering protests over the journalism as a career. There’s far more distressed by the fact that such persecu- shooting of a youth in Ferguson, Mo., money and security in PR, which is tion is mostly ignored by governments have been “hit with tear gas and held by thriving on the agency side where and institutions and that those who the police with little explanation,” it counselors can do lots of promotion for impede and harass the press can do so reported. businesses large and small at a much with “impunity.” Almost no murders of “People who are in authority have a lower cost than paid ads. Corporate PR journalists are ever solved. preference for journalists not being wit- is shrinking but agency PR is growing Among those silent on this subject is ness to wrongdoing,” NYT was told based on 131 PR firms tracked by the U.S. PR community. An unethical “ethics” program by Martin Baron, executive editor of O’Dwyer’s. Traditional media sidestepped by PR the Washington Post. The New York chapter of the PR “Harsh environment” for reporters Current fashion in PR is to avoid tra- Society is hosting a program in NYT, warming to the subject, inter- ditional media as much as possible, September that will address the topic viewed a number of reporters and edi- especially when such media are critical, “PR professionals practice deception.” tors and found “a harsh environment for reaching customers and other target That sounds like the chapter is inter- reporters both at home and abroad, com- audiences via company websites, e- ested in what is ethical in PR. Two plicated by changes in the way journal- mails and social media. There’s a sense speakers with backgrounds in “ethics” ists work and a change in the way they in parts of the PR industry that victory are featured — Randy Cohen, former are viewed by both governments and the has been achieved over the pesky inde- “Ethicist” columnist of New York Times public.” pendent press. who wrote a column for Ally Bank but NYT could have spent more time PR specialists are now called “social was dropped after six weeks, and talking about how J’s are confronted by media influencers” at an ad/PR firm Jacqueline Brevard, former chief ethics PR people at U.S. businesses and organ- employing the son of Richard Batyko of officer, Merck & Co. izations. the Akron chapter of PRSA, who noted The problem is that reporters are Reporters for PR Watch have been this fact in his pitch to join the 2015 banned from the event. Chapter banned from sessions of the American national board. All the pitches stressed President Henry Feintuch says they can Legislative Exchange Council for years. the importance of social media includ- watch it via a webcast and if they try to Gregory Koh, a critic of Wikipedia, was ing the one by chair-elect candidate “crash” the event they will be turned not allowed to attend a major meeting of Mark McClennan, who says he “helped away by security. WP May 28-June 2 in New York. The lead the social media adoption at our The national Society has banned International Assn. of Business agency.” reporters from its Assembly for the past Communicators banned reporters from Decades of employing PR people who three years and O’Dwyer’s staffers from its annual meeting June 10 in Toronto. never worked in the media has created a all events at its national conference for PR Society of America has banned PR culture that tends to regard reporters the same period. It has already told the reporters from its Assembly for the past as aliens and definitely people to be O’Dwyer Co. it is banned from the 2014 three years. approached with supreme caution. conference in Washington, D.C., Oct. The Committee to Protect Journalists, The shrinkage in media, resulting in 11-14 including the exhibit hall where a New York, which has a treasury of $15 the loss of tens of thousands of jobs booth was sought for O’Dwyer products. million, tracks press interference and while PR employment has been boom- National spent an all time low of $1,057 persecution but focuses almost excu- ing, was covered in The Atlantic article on “ethics” in 2013. £

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WASHINGTON REPORT Journos rap White House response to PR staff complaints

hite House press secretary Josh Earnest said in August that the Obama administration has made the White WHouse and federal agencies “far more accessible and accountable than ever before,” in response to complaints lodged in July by a coalition of journalism groups. Earnest, acknowledging a “healthy, natural tension between journalists and the White House,” said in an Aug. 11 written response to the groups that increased attention to FOIA requests, protections for whistleblowers, de-classification of national security information, and access to covering private fundraisers with the President were among efforts to boost transparency and aid reporters. & Lehane and previously advised Lance Armstrong, Chipotle A consortium of 37 journalism organizations including the and the Sultan of Brunei’s hotel group. He is a former Crisis Society of Professional Journalists and the American Society of Manager and Spokesman for President Bill Clinton. News Editors sent a letter to the president on July 8 decrying two Fabiani said: “I’m proud to join Gov. Perry’s outstanding decades of “censorship” through public affairs officers and asking team which has been assembled to fight back against this attack for a directive to federal agencies telling them they are free to on the rule of law.”. £ answer questions from reporters and the public. Earnest acknowledged that he didn’t expect the press to be “sat- isfied” with the reforms he outlined. He added: “You wouldn’t be UAE airline lands D.C. rep doing your important job as professional, independent journalists if you aren’t constantly advocating for more access and more transparency.” bu Dhabi-based global airline Etihad Airways has SPJ, which said it sent a follow-up letter on Aug. 5 after getting added Matthew Jennings in Washington in the new post no response from the White House, called Earnest’s letter a “non- Aof Senior Manager of Public Affairs as it expands in the response.” US. “Typical spin and response through non-response,” said SPJ Jennings led legislative affairs for the International Air David Cullier, who said Earnest didn’t address specific concerns Transport Association, the airlines’ main trade group. about preventing journalists from gathering information. He Etihad, which carried 11.5M passengers last year as the flag- added: “We are tired of words and evasion.” ship airline for the United Arab Emirates, in June added service The journalism groups in their July letter said PAOs have from Abu Dhabi to Los Angeles International Airport and slates stymied reporting on the federal government. “Over the past two San Francisco and Dallas-Fort Worth routes for opening in decades, public agencies have increasingly prohibited staff from November and December. It serves existing routes in communicating with journalists unless they go through public Washington, Chicago and New York. affairs offices or through political appointees,” they wrote. “We Etihad launched in 2003 under decree of UAE’s Sheikh consider these restrictions a form of censorship — an attempt to Khalifa bin Zayed Al Nahyan. control what the public is allowed to see and hear.” £ Jennings is a former Staffer to Rep. Henry Brown (R-SC). £ Indicted Perry adds crisis Conservation Int’l names guru to legal team Goldthwaite CMO

ndicted Texas Gov. Rick Perry has added crisis PR guru eg Goldthwaite, who led communications and marketing Mark Fabiani to his robust legal defense. for the Clinton Bush Haiti Fund, has been named Chief I MMarketing Officer for Arlington-based global environ- “As we move forward to protect the Texas constitution and mental group Conservation International. the First Amendment rights of any governor, I am confident CI, which has about $200 million in net assets, focuses on issues this prosecution will be revealed to be contrary to the law and like climate change, food security and clean water through a lens of wholly meritless,” Fabiani said in a statement released by sustainability. Perry’s office. Goldthwaite exits a Senior Director of Strategy and Innovation Perry, a likely presidential candidate, faces two felony post at Women for Women International, a DC non-profit that aids counts of coercion of a public official and abuse of official women survivors of war. capacity related to him pressuring a local district attorney, who At CI, she leads all marketing and communications, including pleaded guilty to drunk driving, to resign. He has orchestrated partnerships, brand positioning and message development for the a forceful PR response to the grand jury indictment, from an group. Aug. 18 press conference to a smirking mug shot. CI, with its substantial fundraising and spending, has taken some Fabiani, who will advise Perry’s legal team led by attorney criticism in the past for partnering with companies like BP, Tony Buzbee, is a Partner in the California crisis shop Fabiani ExxonMobil, Nestle and McDonald’s on environmental projects. £

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International PR News Qorvis speaks for sanctioned Sri Lanka banks on Macks Russian energy company he Central Bank of Sri Lanka has recruited Liberty International Group to help improve the reputation of its orvis MSL represents OAO Novatek, which made the list Thome country in the US. Liberty is home of Florida politi- of US-sanctioned companies for Russia’s invasion of cos Connie Mack III and Connie Mack IV, who retired from US QUkraine. Senate and House respectively. Billionaire Gennady Timchenko, a crony of Russia strongman The Bank, called a “semi-autonomous financial institution,” Vladimir Putin, is a major stockholder of Novatek. hired Liberty to a contract worth $760,000. Reportedly worth more than $14 billion, the US State Dept. According to its contract, the Bank wants to drive home the called Timchenko a member of Putin’s “inner circle.” messages that Sri Lanka “suffered a long and brutal war,” receives Novatek issued a statement July 17, which noted it has neither “unbalanced” media coverage that is “unfair, unwarranted and businesses nor plans to make an political/economic impact in overshadows the impressive post-war socio-economic achieve- Ukraine. ments of Sri Lanka” and is in the process of making a “genuine The gas giant claims to adhere to “the world’s best corporate effort to improve the living standards of people in the conflict- governance and business conduct principles.” affected areas.” £ Novatek pointed out that individual Americans, US banks and investment funds are among its owners. Qorvis’ Loretta Prencipe, former Manager of the Dept. of Libya candidate gets U.S. help Energy’s clean energy website, SunEdison Communications Director and InfoWorld Senior Editor, and Ayal Frank, ex- ibya businessman Bashir Musa, a presidential hopeful in the staffer to Connecticut Rep. Jim Maloney supporting Armed chaotic country, is using AUX Initiatives of Baton Rouge for Services Committee work, handle Novatek. Lcampaign management duties. They’re focused on the Russian Aggression Prevention Act of AI is the firm of Ronnie Snows, former Democratic 2014, Executive Order 13662-Blocking Property of Additional Congressman from Mississippi, and James Creaghan, Louisiana Persons Contributing to the Situation in Ukraine, credit financ- lobbyist who testified in the 2009 bribery trial of ex- ing issues and global energy markets. Congressman William Jefferson of New Orleans. Ketchum, which is part of Omnicom, counts Russia and its The firm’s $700,000 contract calls for candidate representation, energy giant Gazprom as clients. including reputation building among US officials, staff and Publicis Groupe owns Qorvis MSL. £ media, according to the firm’s federal filing. £ FARA News ¸ NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

Greenberg Traurig, LLP, Washington, D.C., registered August 12, 2014 for Embassy of the Republic of Turkey, Washington, D.C., to provide, as an independent contractor, lobbying and government relations services to Turkey, in accordance with the provisions of an agreement between Turkey and Gephardt Government Affairs.

Liberty International Group LLC, New York, NY, registered August 8, 2014 for Central Bank of Sri Lanka, Sri Lanka, to identify U.S. business leaders, members of Congress and officials in the executive branch, opinion leaders, media outlets, and academics and prepare background papers for these audiences and engage them through personal contact.

Mayer Brown LLP, Washington, D.C., registered July 30, 2014 for Government of the Kingdom of Morocco, Washington, D.C., to conduct meetings and correspondence with appropriate U.S. government officials, facilitate visits to the U.S. by visiting delegations, and help to build partnerships in key industries and sectors of business. 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.

Pillsbury Winthrop Shaw Pittman LLP, Washington, D.C., registered August 14, 2014 for Middlebury College, Middlebury, VT, to advocate for potential legislation to ensure certification of veterans educational benefits for language immersion program.

McGuireWoods Consulting, Washington D.C., registered August 15, 2014 for The Aerospace Corporation, El Segundo, CA, regarding latest developments in cybersecurity techniques to protect critical U.S. Infrastructure.

Banner Public Affairs,LC, Washington, L D.C., registered August 15, 2014 for SunEdison Semiconductor, St. Peters, MO, regarding manufacturing, energy, and defense issues related to research and development of semiconductor technology and semiconductor manufacturing.

Todd Strategy, LLC, Washington, D.C., registered August 13, 2014 for Myriad Genetic Laboratories, Inc., Washington, D.C., regarding Medicare payment for clinical laboratory tests and FDA draft guidance to regulate laboratory developed tests and companion diagnostics.

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