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8 Why media’s focus on Congressman threatens sustainability is flawed. 9 to defund military PR.
Communications & new media June 2012 I Vol. 26 No. 6
INTERNATIONAL & MULTICULTURAL ISSUE MISADVENTURESINOFFSHOREPR GLOBAL PR NETWORKS SURGE INMEMBERS,REVENUES SPECIAL REPORT: MINORITY HEALTHCARE MISCONCEPTIONSIN HISPANIC HEALTH ENGAGEMENT June 2012 | www.odwyerpr.com CULTURAL CHALLENGES OF SPECIALSECTION:O’DWYER’SGUIDETO MINORITY HEALTHCARE MULTICULTURAL PR FIRMS PG. 30 Junemagazine:Layout 1 5/31/12 4:33 PM Page 2 Junemagazine:Layout 1 5/31/12 4:33 PM Page 3 Junemagazine:Layout 1 5/31/12 4:34 PM Page 4
Vol. 26, No. 6 June 2012
EDITORIAL THE EVOLUTION OF THE Obama needs to focus on economy. HISPANIC MARKET U.S. companies continue to increase 6 24marketing investment in Hispanic communi- MEDIA’S SUSTAINABILITY ties, but often fail in their efforts. FOCUS IS FLAWED A recent media roundtable discussed THE CHALLENGES OF MINORI- the progress and current problems facing8 the TY HEALTH COMMUNICATIONS media’s sustainability beat. The U.S. healthcare industry faces the 8 26challenge of overcoming barriers when reaching CONGRESSMAN THREATENS a growing and increasingly influential segment TO QUASH MILITARY PR of the population. U.S. reporters allegedly had their repu- tations slandered in the wake of an investi-9 EFFECTIVE HISPANIC HEALTH- gation into government propaganda ops. CARE ENGAGEMENT Much consumer health engagement 27lacks a customized approach grounded that RISK COMMUNICATIONS, cater to our nation’s changing demographics. PREPARATION’S ILLUSION For all the attention crisis commu- 10 COMMUNICATION KEY FOCUS nications has received, companies are still OF SEXUALITY CONFERENCE often poorly prepared, and response time The Momentum conference brought 28 remains slow and repetitive. 28 www.odwyerpr.com together communicators, educators, bloggers Daily, up-to-the-minute PR news and activists to discuss new media and the CRITIC CLAIMS BIG changing role of sexuality in society. LAYOFFS AHEAD AT IBM A critic has published a six-part 11 PROFILES OF MULTICULTURAL series on the computer giant after allegedly PR FIRMS obtaining internal documents. 28 WASHINGTON REPORT MISADVENTURES IN OFFSHORE PR Exploding foreign economies have 12 36COLUMNS given an increased need for PR in countries PROFESSIONAL DEVELOPMENT like Brazil, Russia, India and China. 32 Fraser Seitel SKECHERS LEANS ON PR GUEST COLUMN SUPPORT AFTER $5M SUIT 33 John Berard Footwear maker Skechers finds PR 13 OPINION representation in the wake of a $50 million Jack O’Dwyer settlement over false advertising. 34 PEOPLE IN PR MEMBERSHIP, REVENUES 35 UP FOR PR NETWORKS The four largest global PR networks PR BUYER’S GUIDE reported to O’Dwyer’s they’ve each received14 38 new members and higher partner profits. EDITORIAL CALENDAR 2012 January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism February: Environmental & P.A. August: Financial/I.R. 2012 PARTNER LIST OF March: Food & Beverage September: Beauty & Fashion GLOBAL PR NETWORKS April: Broadcast & Social Media October: Healthcare & Medical 16 May: PR Firm Rankings November: High-Tech PROFILES OF GLOBAL June: Global & Multicultural December: Entertainment & Sports PR FIRMS 20 ADVERTISERS Finn Partners...... BACK COVER Omega World Travel...... 23 Open Channels Group...... 7 KEF Media...... 3 Premiere TV...... 13 Log-On...... 19 Ruder Finn...... 5 NAPS...... INSIDE COVER TV Access...... 33
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EDITORIAL Obama should maintain focus on the economy
resident Obama’s upcoming reelection campaign got a much-needed shot in the arm EDITOR-IN-CHIEF in May when he went on the record stating he officially supports same-sex marriage. Jack O’Dwyer PIt was a historic moment. No doubt, allying with a revolutionary social platform is a [email protected] savvy way to curry excitement among pre-existing supporters. But a fact remains: this isn’t the issue that will affect him in November. ASSOCIATE PUBLISHER As Mitt Romney effectively secured the Republican Presidential nomination with his May Kevin McCauley Texas primary win, national polls show both candidates remain in a statistical dead heat. In [email protected] many cases the margins are so slim the difference lies within most polls’ margin of error (a May 30 Gallup poll literally had them tied at 46% to 46%). But that’s not the issue here. A EDITOR May ABC News poll revealed that while Obama still holds a small lead over Romney among Jon Gingerich registered voters, Romney bears a small (one percent) as the candidate most Americans think [email protected] would do better at reviving the economy. the SENIOR EDITOR It’s beyond obvious that the economy will be predominant theme in November, and Greg Hazley both candidates know it. Poll after poll has shown the economy remains a top concern for [email protected] Americas, and almost as many polls during the last two years show many still feel Obama hasn’t done enough to fix the economy. The President’s current economic hurdles stand at CONTRIBUTING EDITORS crisis proportions, and it’s clear Romney is intent on hitting these sore spots. John O’Dwyer The good news for Obama is that recent polls measuring economic confidence now reveal Fraser Seitel a tilt in his favor, albeit a small one. A May Gallup Economic Confidence Index poll shows Richard Goldstein nearly 20% of Americans now consider our economic conditions “good,” the highest num- ber this poll has registered since 2008. The same poll also shows American confidence in the economy has been improving this year. And a May Washington Post/ABC News survey ADVERTISING SALES finds 2% more Americans think Obama would do a better job than Romney in working for John O’Dwyer the economic interests of voters and their families. Our job market is improving — Dept. of Advertising Sales Manager Labor statistics prove it — and Americans are slowly catching onto this fact as well. [email protected] But in terms of re-election votes, these numbers aren’t enough, and any change in national perceptions are happening at a pace that’s too slow. George H.W. Bush, who ran a similarly tight re-election campaign in ’92, lost for this very reason. Due to partisan repetition alone, Obama is still married to the moniker of an anti-business President. He needs to get over this hump. He needs to show Americans what he’s done to fix the economy thus far, and he needs O’Dwyer’s is published monthly for $60.00 to outline a solid proposal for job creation in the future. And finally, he needs to attack a year ($7.00 for a single issue) by the Romney’s economic record as Governor of Massachusetts and head of Bain Capital. J.R. O’Dwyer Co., Inc., Romney will remain in good shape if he plays the fallback businessman card, focuses on 271 Madison Ave., New York, NY 10016. the economy and stays away from credibility-crushing wing-nuts like The Birthers. In May, (212) 679-2471 the New York Times obtained a political strategy memo from a GOP PAC run by billionaire Fax (212) 683-2750. Joe Rickett, which revealed a strategy to revisit the Jeremiah Wright nonsense that McCain briefly used during the 2008 election. This kind of tactic would be a disaster for Romney’s campaign. Americans who believe Obama is a Muslim socialist are already on the fringe; © Copyright 2012 J.R. O’Dwyer Co., Inc. they aren’t going to be swayed to join his side no matter what. Romney should stow these votes quietly and stay the course. Romney is making already making critical missteps. For one, he’s stooping to the com- OTHER PUBLICATIONS & mon election-season practice of making false statements. In a May press release, his cam- SERVICES: paign attacked Obama over a “net” loss of U.S. jobs, a factually inaccurate statement given www.odwyerpr.com breaking news, employment numbers in the months during and before Obama took office. Also, appearing commentary, useful databases and more. at a May fundraiser with Donald Trump was a blow to Romney’s credibility. No one’s going to make a decision on anything because Trump says so. In fact, a January Pew Research Jack O’Dwyer’s Newsletter An eight- Center poll showed that a Trump endorsement would actually make 26% of respondents less page weekly with general PR news, media likely to vote for that person. He’s election poison. appointments and placement opportunities. The other problem with Romney is he doesn’t curry the groundswell of enthusiasm that Obama can seemingly achieve with the flick of a wrist. Let’s face it: Romney got the gig O’Dwyer’s Directory of PR Firms has amid notoriously tepid support. The only reason many Republicans will even cast a vote for listings of more than 1,850 PR firms through- Romney is simply because he’s not Obama. It’s never a good sign when you’re identified out the U.S. and abroad. solely as the default candidate. To date, conservatives still don’t like him. Evangelicals don’t O’Dwyer’s PR Buyer’s Guide lists 1,000+ like him. The Tea Party doesn’t like him. During the primaries, huge swaths of what is now products and services for the PR industry in 54 his core constituency voted for other candidates. So, Romney is going to need a VP that ral- categories. lies his supporters better than he has thus far. This means someone popular and someone with a stanch conservative record. Ideally, it should be someone who doesn’t just ally with jobs.odwyerpr.com O’Dwyer’s online northeastern conservatives — a demographic Romney already has — but someone who can job center has help wanted ads and hosts rally enthusiasm with conservative voters on a whole, a demographic that strangely, this resume postings. Republican candidate has not yet attracted. — Jon Gingerich
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SPECIAL REPORT Media’s focus on sustainability flawed, slanted
Skeptical consumers are hungry for information about companies’ sustainability practices, but believe limited media focus on this topic tends toward the negative side of “green” reporting, according to a May 22 media roundtable in New York. By Greg Hazley
issues are driven by ew York-based Gibbs & Soell government involve- hosted the media roundtable to ment, injecting a politi- Ngauge the interests of editors and cal and often con- reporters covering the growing sustain- tentious element into ability beat. The company recently covering the beat. released its third annual “Sense & Brady cited the Sustainability” survey of more than 2,200 Keystone XL pipeline U.S. consumers and business execs. from Canada as an Diane Brady, Senior Editor and Content example of a message Chief for Bloomberg Businessweek, said getting muddled. Brady sustainability in a broad sense answers the said the fundamental art question: “What are you doing in the mar- of storytelling conveys The May 22 Gibbs & Soell media roundtable (L-R): Ron Loch, Senior ketplace beyond your products?” an issue most effective- VP, Gibbs & Soell; Diane Brady, Senior Editor, Bloomberg As evidence of the sustainability beat’s ly and urged PR pros to Businessweek; Laura Gitman, Managing Director, Business for growth, Brady said each of Bloomberg’s find narratives to Social Responsibility; Bryan Walsh, Senior Editor, Time, and Ian Yarett, Assistant Editor, Newsweek. 2,300 reporters must now produce at least explain or highlight one story per month for its sustainability what can be dense sub- Photo by Greg Hazley channel. jects. She dismissed Newsweek in October will release its corporate communications efforts to because they are often created or stoked by fourth annual “Green Rankings,” which “bypass” traditional journalism by posting media coverage. have become a closely watched barometer information directly to company websites Gitman, echoing calls by journalists on for the sustainability efforts of large pub- (“Oh, you mean press releases”) or, for the panel for developing narratives around licly traded companies. Ian Yarett, Assistant example, placing a CEO’s piece in the topics, suggested that companies’ sustain- Editor for Newsweek and Editorial lead for Huffington Post (“diminishes my interest”). ability reports and other communications the rankings, acknowledged the effort is a “There’s a misconception that social can fall on deaf ears because of a lack of “work in progress” but stressed its role in media and other information is a substitute context or explanation. “Companies put out shining a “spotlight on sustainability” in the for journalism,” she said. reams of data but no interpretation,” she corporate realm. Brady said consumers want “clarity and said. But media attention toward sustainability genuine conversation,” but dismissed any G&S found that companies are in fact is still seen as scant. Ron Loch, Senior VP belief that large companies can’t cut responding to the desire for sustainability at G&S who leads its sustainability unit, through, highlighting connections made by information, evidenced by a five percent pointed to Cision research that found origi- Coca-Cola on obesity and water issues. increase from 2011 — from 17% to 21% — nal news reports represent only about one- “Big companies are incredibly disruptive,” among corporate leaders who said they third of sustainability content published by she said, adding GE’s green initiatives and have a team focused solely on sustainabili- media. The overwhelming majority of con- Barnes & Noble’s foray with its Nook e- ty. tent, he said, stems from news releases from reader to the lot. Gitman noted a “shakeout” underway of business and other organizations. ‘Hyper transparency’ companies that are into the sustainability Seventy-five percent of those polled for G&S found a healthy dose of skepticism space as merely a PR exercise, as opposed G&S’ study said they feel the media are about “green” initiatives by companies. to those that have integrated it within their more likely to report on green business Only 21% of adults polled and 25% of operations. Change toward the latter when the news is bad rather than good. executives said they believe the majority of approach has in part been fostered by an era Time Senior Editor and Environmental businesses are committed to “going green,” of “hyper-transparency” where, for exam- blogger Bryan Walsh suggested negative which was defined as improving the envi- ple, a consumer can scan a product in a coverage can flow from misguided or ronment through more sustainable business store with a smart phone and find out its defensive PR, noting, for example, the practices. But G&S notes that group is ris- sustainability record, putting its entire sup- shale gas industry’s lack of transparency ing from 17% in 2011 and 16% in 2010 and ply chain under the microscope. early on allowed it to be defined in a nega- notes 71% of consumers and 70% of execs “Wal-Mart sustainability is very much tive light. “If there had been more trans- say they want to know what companies are dependent on the products it buys and parency, greater acceptance that this could doing on the sustainability front. sells,” she said. affect a lot of people, I think they could Laura Gitman, Managing Director of Walsh of Time suggested sustainability have saved themselves a lot of trouble,” he Advisory Services for Business for Social be viewed as any other aspect of a corpora- said. Responsibility, said media can provide the tion’s interest: “It’s strange to pull out sus- Walsh reminded communications pros external validation companies seek, adding tainability as if it was some entity that that many sustainability and environmental that issues in sustainability or CSR emerge doesn’t fit into mainstream business.”
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Congressman threatens to quash military PR ops A member of the House Armed Services Committee has threat- ened to de-fund military information operations after it was dis- covered that reporters investigating government propaganda contracts allegedly had their reputations attacked by a federal defense contractor. By Greg Hazley
tions, including PR, psychological ops Georgia Congressman has ques- and other communications, lacked prop- tioned the effectiveness of the er oversight and were ineffective. AU.S. military’s information oper- Despite handling a $145 million contract ations and urged top brass to probe evi- over three years, Leonie’s owners had Representative Hank Johnson. dence that two USA Today reporters limited experience with the military and investigating propaganda contracts were owed at least $4 million in federal taxes, PR contractors in recent years, is work- targeted in a “reputation attack cam- the reporters found. ing with Patton Boggs on its defense to paign.” Johnson noted the journalists were tar- the charges raised by USA Today. PB Rep. Hank Johnson (D-Ga.), a member geted in a “disinformation and reputa- defended the company in a March letter of the House Armed Services tion attack campaign” that utilized fake to the Dept. of Defense Inspector Committee, threatened to attach to a Twitter and Facebook accounts, web General, noting Leonie has worked with defense authorization bill for 2013 an domains in their names, “and the prolif- the U.S. government since 2004 and is amendment that would cut $122 million eration of false and damaging content made up of “highly experienced and dec- for military information operations. attacking the journalists.” orated information operations military “We face the disturbing possibility that Johnson, a member of the House veterans.” a federal defense contractor that special- Armed Services Committee, made his “Futhermore, a key part of the izes in information and psychological critical remarks on May 9 during House Department of Defense’s rationale for operations may have targeted American debate on the National Defense contracting out information operations journalists,” said Rep. Hank Johnson Authorization Act for 2013. The con- was, to the extent possible, to distance (D-Ga.), referring to Leonie Industries. gressman said he will follow up his the U.S. military itself from these activi- “And it may have done so using taxpay- remarks with the Defense Dept. and ties so as to maximize message credibil- er dollars and tactics developed to “possibly the Dept. of Justice” to get a ity and leverage professional information counter the influence of adversaries such full investigation. operations expertise,” said the letter as al Qaeda and the Taliban.” Federal law prohibits military infor- from PB’s Clark Ervin, an attorney who The two reporters, Tom Vanden Brook mation operations on U.S. soil. Leonie mounts defense specializes in corporate clients under and Ray Locker, in February found that investigation. Ervin was former IG at the Dept. of Defense information opera- Leonie, one of a number of Pentagon Dept. of Homeland Security, Dept. of State and Broadcasting Board of Apple reigns as most valuable brand Governors. In a statement, Leonie said April 28 Top 100 study, including the amount of that it is conducting an internal probe of pple increased its brand value by corporate revenue attributed to a brand, the allegations made by USA Today and 19% last year to $182.9 billion, predicted future earnings and consumer condemns the reprisal activities Atopping WPP unit Millward opinion. described. Brown’s annual study of the top 100 Four of the top five brands in MB’s “While Leonie has no reason to believe global brands. study released reside in the tech sector. that any employee was involved in this Among the biggest declines in the top No. 2 IBM grew 15% to $115.9 billion, activity, an internal investigation is being 100 were No. 82 Citi ($9.8 billion, -38%), surpassing Google at $107.8 billion (- conducted to determine whether any No. 92 Chase ($8.6 billion, -28%), 3%). McDonald’s ($95.2 billion, +17%), employee was so involved,” the compa- Spanish banking giant Santander ($8.5 the lone non-tech company in the top ny said. “If that investigation determines billion, -25%) at No. 95, Bank of China five, was followed by Microsoft ($76.7 that there was such involvement, appro- $13 billion, -26%), and TD ($14.6 billion, billion, -2%). priate action will be taken.” -14%). Mortgage giant Wells Fargo Newly public Facebook leaped 84% in The company also said all tax obliga- bucked the trend with an 8% increase to the ranking to reside at No. 19 with a tions of its owners have been met, adding $39.8 billion to land at No. 14. brand valuation of $33.2 billion. that it experienced “some financial chal- HP’s fiscal and leadership problems Tobacco giant Marlboro saw a 9% lenges” in the last few years which last year translated to a 35% decline in boost in brand value to $73.6 billion to resulting in the owners being “unable to brand value to land the company at No. land at No. 7 overall, surpassing AT&T, meet their personal tax obligations on 26 with a $22.9 billion valuation. which fell one percent to $68.9 billion at time.” MB uses a four-step methodology in No. 8. Verizon cracked the top 10 with a As an LLC, Leonie’s tax obligations determining brand value for its BrandZ 15% increase to $49.2 billion. fall to its owners — Rema DuPont and Camille Chidiac.
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FEATURE Risk communications and the illusion of preparation When JPMorgan’s Jamie Dimon, one of the most prudent financial risk managers on Wall Street, had to apologize for we benchmark crisis systems, the most common complaint of crisis managers is his bank’s $2 billion (and growing) trading loss, he joined the that of churn. Old hands are rarely given the ranks of numerous reputation icons who quickly became opportunity to teach new overnight reputation casualties. By Andrew Goldberg ones. New leaders who weren’t around for the sively catastrophic and world changing. So, last crisis are rarely hat made this event so poignant being resilient in the face of the unlikely is interested in lessons of was JP Morgan’s consistent precisely what risk management is about. the past. It’s hard to find Wstance against regulation of But to be resilient, a firm must in essence almost any other critical such risky betting strategies under the act to change its most common practices — function of the firm evolving Dodd Frank legislation. So the practices which always seem rational at the where the institutional question becomes: why would a company time. learning is so poor. with a lobbying stance predicated on self- Let’s look at several crisis factors and Steps to consider: Andrew Goldberg regulation of risk not police itself better? what can be done about them. Re-imagine your cri- Business leaders intuitively know that at Crisis teams are rarely the real play- sis network as a trust some point a crisis will occur. One of the ers. For decades, companies have set up network. Prompt, fluid interaction occurs critical functions of top communicators is cross functional crisis teams at headquarters among people who are trusted by others. to be prepared to limit the damage. Yet, for and mirror image teams at subsidiaries, at Surveying headquarters and unit staff using all the attention crisis communications has divisions, or at units. They draft crisis com- a relatively simple scoring system delivers received, companies are often poorly pre- munication plans, which are essentially a useful map of who and where these peo- pared and their responses are slow and detailed telephone trees along with phone ple are. The basic questions are — who is repetitive. books of critical numbers. the go to person when I have a problem? In an age of continuing economic stress The reality is that because crises are Who responds most quickly to my needs? and social volatility, companies need to unpredictable, you rarely know the type of Who is my best source of information? make crisis containment integral to a well expert talent you will need until the event Mobilize the network. Crisis readiness run firm. That means, in practice, changing occurs. Valuable response time is wasted is about practice, which in this case means many of the behavioral habits. figuring out who the right experts are, get- a network which shares early warning From our own research, we are consis- ting in touch with them, and then deploying information, and practices through regular tently amazed at how C-level executives them. This means that the real teams are scenario–based training on how to act on anticipate they will have warning of a crisis. often ad hoc and built in the midst of emer- information received. Setting up the net- Yet a cursory glance at recent crisis events gency. work and keeping it flowing should be a — CEO resignations such as Mark Hurd The best crisis managers are rarely shared task of the chief HR and communi- from HP and Jerry Yang from Yahoo!, or who you think they are. Crisis resolution cations officers because it requires shared environmental disasters such as BP — is often about collaboration and sharing: skill sets of mobilizing talent and process- shows warning signs are rarely available. sharing responsibility, critical information, ing communications inputs. And when crises are preceded with warn- pressure and blame. Bring in the disruptors. Constant ques- ings it’s seldom evaluated by individuals Hence the criteria for the best crisis lead- tioning of one’s assumptions is the best way who have the insight or empowerment to ers are not just based upon what you know, to avoid self-deception. So crisis prepared- take appropriate action. but who you know. The company’s most ness team meetings need individuals who In his 2007 book “The Black Swan,” valuable assets in an emergency are those are sharp questioners, even disruptive Nasim Nicholas Taleb points out that a individuals who can access trusted relation- actors. The purpose of a preparedness team standard decision making fallacy is to ships, get colleagues to deliver essential is not to have a smooth meeting. It is to believe that the unexpected may be predict- information or support quickly, and collab- uncover gaps in readiness. Even the best ed by extrapolating from variations in sta- orate effectively. These are great skills even practices have a flaw to be uncovered. tistics based on past observations, especial- in normal times, but they are especially crit- Finally, for CEOs, the famous Reagan ly when these statistics are presumed to rep- ical in a crisis. quote must be the standard for delegation in resent samples from a bell-shaped curve. Institutional learning. Executives often high risk functions. The more a person is These concerns often are highly relevant in tell us that, while painful, much is learned trusted, the more latitude they have for tak- financial markets, where major players use in the crucible of crisis. Systems improve, ing risks. These are the individuals whom value at risk models, which imply normal remedies are implemented. Yet over time you need to question regularly about risk — distributions. Business analysis, and there- readiness dissolves. In part this is a natural and then verify their answers through an fore allocation, of resources tends to cluster psychological response. Returning to nor- un-biased source. against such statistical norms. What that malcy is a return to the curve. It’s also a We must always be honest with our- means is that events that fall outside of the belief that our organizational immune sys- selves: crisis will happen, even to the best norm tend to receive little planning tem has adapted and we are now falsely organizations; and when it happens it’s like- resources. confident we can address new threats ly to be of the sort never anticipated. So The problem is that the most extreme resiliently. make sure your network is built to survive. crises are outlier events that don’t fall on the Companies go through lots of changes: Andrew Goldberg is an Executive Vice bell curve. These rare events are often mas- people leave, are transferred, retire. When President at Makovsky and Company.
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Risk communications and the illusion of preparation Critic claims big layoffs are ahead at IBM IBM, which has set a goal of boosting per share earnings from $13 to $20 by 2015, aims to do so by a 78% reduction in U.S. employees, says IBM critic Robert X. Cringely, who has published a six-part series entitled, “Today’s IBM, Rotten to the Core.” By Jack O’Dwyer
ringely, who has been following mates” are that the IBM workforce in IBM 35 years, says he obtained India is more than 100,000. Communities Caccess to an “internal plan” that that could be hit with heavy job IBM job describes the U.S. staff reduction. losses include Raleigh, Lexington and Former IBM President and CEO Sam New York Times columnist Steve Lohr Rochester. Palmisano with successor Virginia “Ginni” on Jan. 1, rapped IBM for withholding Offshoring is creating severe problems Rometty. U.S. employment figures since 2008. for the firm, according to Cringely, who U.S. staff declined 11% to 120,589 from writes: “The language barrier for IBM’s numerous plant cities of IBM, says IBM 2003-07 while worldwide total grew 21% Indian staff is huge, for example. is going about this shift in a furtive man- to 386,558. It is now 444,000. Troubleshooting, which was once per- ner, bringing in a few foreign workers He writes that the company “nearly formed on conference calls, is now done here and there to evade the Worker collapsed” in the mid-1990s when low- with instant messaging because the teams Adjustment and Retraining Notification cost computers challenged its mainframe speak so poorly. Problems that an experi- (WARN) Act. business. Employment fell to a low of enced person could fix in a few minutes Astounding to Cringely is the “deafen- 217,000. are taking an army of folks an hour to fix. ing silence” that has greeted this sea “Offshoring” jobs has become a hot This is infuriating and alarming IBM’s change at IBM in the U.S. business button issue with U.S. labor groups. They customers.” He says some clients have press. He feels biz papers are afraid to have created the website “Job Tracker” left IBM including Amgen, the State of offend a major advertiser. which follows which jobs are going Texas and Walt Disney Co. Iwata, by withholding IBM’s U.S. where. Global Services, the biggest employer employment figures, is not living up to IBM, which generates $106 billion in of the company, is where most of the jobs the “Principles” of the Arthur W. Page sales, is eyeing Apple, whose 60,400 are being shifted overseas, says Cringely. Society which he heads as chair. “Tell the employees generate $142 billion in sales. IBM asked for comment truth” and “Prove it with actions” are Apple products are mostly made in China E-mails and phone calls have been Page’s main principles. and other countries by contract laborers. placed to Jon Iwata, who heads IBM’s IBM’s interest in PRS for awards IBM has cash and investments of $27 bil- marketing, communications and citizen- IBM, which currently only has six lion but debt of $32 billion while Apple ship organization, and Edward Barbini, employees who are members of the PR has $110 billion in cash and no debt. VP of external relations, who “heads Society, has been actively courting PRS “Ginni” Rometty brings new leadership strategies for dealing with the media, ana- honors and awards to publicize its Cringely traces the history of how IBM lysts and key influencers worldwide.” No “Smarter Branding for a Smarter Planet” products changed to meet the needs of response has been received by press time ad/PR campaign and its “IBM at 100” clients. CEO Sam Palmisano, 60, was from either. campaign. succeeded in January by veteran IBM Cringely says “today there’s little dif- The “Smarter Branding” campaign executive Virginia “Ginni” Rometty, 54, ference between IBM, AOL or Yahoo won a Silver Anvil in 2010 and this year the first woman CEO in its 100-year his- except that IBM has better PR.” IBM has the most finalists (six) for tory. One manifestation of IBM’s PR power Anvils that will be awarded June 7. Five Palmisano had built IBM’s worldwide was its ability to get the government and are for the “IBM at 100” campaign business but also sold the personal com- others to use the initials ICBM for inter- which a PRS release says “was con- puter business and ended production of continental ballistic missiles when the ceived to define its place in the past and printers and hard drives. initials should have been IBM since inter- present in ways that reinforced its brand Cringely says Palmisano is “safely out continental is one word. as an innovator shaping the future.” to pasture with $127 million for his trou- Iwata gave false impression Iwata, last year was honored with the ble, though at the cost of a shattered The picture of IBM employees as Paladin Award of the PR Society IBM.” His total compensation in 2009 marching together in unison singing the Foundation which recognizes those who was $21.1 million and included salary of IBM tune and serving as “brand ambas- have been outstanding “advocates for $1.8 million, cash bonus of $4.75 million sadors” of the company, drawn by SVP PR.” and stocks granted of $13.5 million. Iwata at the Institute for PR in 2009 and Iwata, as head of PR Seminar in 2007, There were no options. “Other” compen- the PRS Foundation in 2011, is at odds led the move to drop “PR” from its title. sation totaled $1,091,888. with the portrait drawn by Cringely, who Paladins, in medieval times, were “hero- Palmisano has led the shift of produc- says U.S. employees are “heartsick” at ic champions” who were “determined tion and service to other countries includ- the planned shift of most of their jobs advocates of a noble cause,” the ing India, Brazil, Argentina, Russia and abroad. Foundation says. Many Page members China. The NYT’s Lohr says “some esti- Cringely, who has a lot of contacts in are also in Seminar.
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FEATURE Offshore PR: marketing misadventures in the BRIC You’re a PR agency in New York, Chicago or LA whose client needs an agency in São Paulo, or you’re a marketing VP seek- search, we sometimes shy away from ing an agency in Moscow, Mumbai, Shanghai or Beijing. Afraid tenured agencies — some sitting on to take the international leap? Here are some things you might their antiquated laurels and bordering want to know. By Joan Weinberg on the stuffy — envision 12 overweight figures sitting in 12 overstuffed chairs. We look for the kernel of knock-out tal- any product. ent, creativity, energy, strong support nless you’ve been asleep, you’d Budget? You’ve worked out some staff (what happens when the GM and know that the BRIC nations — numbers for Russia but weren’t told that AM both get malaria, and it’s in the UBrazil, Russia, India and China — some coverage is pay-to-play — but middle of your project?), the ability to are surging markets with youthful demo- don’t dare use the word “bribery” with a beat deadlines and those all-important graphics and nascent brands. At this point Russian, while it is de rigueur in French traits — similar values and the know- we can add to the mix South Africa, with a Cameroonian. how to deal with you, their western Nigeria, Mexico, some of the French- Add budget in some countries to pay counterparts. speaking African nations, Poland, for transportation and food for journal- Most haven’t had the same opportuni- Turkey, Vietnam, Malaysia and, new to ists and don’t grumble; they’re grossly ties many of us have had, including the stage, Cambodia. underpaid and you’re contributing a access to top western schools or an Where there’s a growing economy, square meal in exchange for coverage. exposure to the craft when working in business is soon to follow and with it, You chose the agency that was cheap- well-known western agencies. So we the PR biz. Someone has to promote the er because workers are paid such small mentor them. We westernize them. In newest mobile phone, support your salaries, on your last vacation there five some markets we encourage them to sales team or shape and manage your years ago “it was so cheap” so why save $50 a month for two years to send marketing strategy. should you pay a “normal” western fee? themselves to Harvard for a communi- You can find articles everywhere that Wake-up call: Management knows cations workshop so that they can go on ad nauseum about being careful they’ve got a hot service to offer and “taste” what western is about, and when naming products in local markets, they drive a BMW. In some markets you which will pay off by attracting or cultural norms, local insight or coordi- can get away with a low-figure fee impressing leads. And of course, we nating strategy country to country. As while in others, you get what you pay monitor all of our clients’ accounts to be far back as 1983, Harvard’s Theodore for. sure the chemistry is growing and both Levitt set the bar on the globalization of We receive calls from PR agencies sides are delivering. markets in a landmark article that that slid business in the direction of an On the other end of our work stream remains fresh, even today. affiliate — when not all affiliates are are the accounts that come from compa- I had received a private invitation to created equal. One PR agency — South nies or agencies abroad. For these enti- visit China before it was open to for- African in this instance — tearfully told ties, an overseas search means seeking eigners or business, was trailed every me their network affiliate was “a total an agency in the US, UK, Asia or step of the way by a government min- disaster.” Europe. der, and fought off crowds surrounding It’s our job to dig deep and to come How do they view you? When you me so that they could touch my hair. up with an agency — and team — that’s use terms like “brain dump” they think The children of those crowds now going to produce results for your client you sound hilarious. When you congrat- account for L’Oreal sales of $1.5 billion or your company. In Nigeria this meant ulate each other on a win, they find it and growing by 17% a year. interviewing sixty “agencies” until we puzzling and sometimes lacking in I later sat around an old table on an found the two independent gems. The humility that you pat each other so effu- unused floor of Citibank Hong Kong bustle of Brazil has created dozens of sively on the back for merely doing with my Chinese team, trying to figure “agencies” that are really one man — or your job. out what the automated teller machine’s woman — showcasing professionals In some countries, the faces you’ll see script should read like, in what would who can create a blog on a whim but or visit with via Skype have gone hun- be the world’s first ATMs. I don’t recall don’t have the faintest notion about PR. gry, have been shot at, have had family my team members’ names, but I remem- Sometimes there’s the opposite: The members disappear. ber each of their faces. Brazilian market has grown so quickly When you ask in a Friday email what Faces. This is what dealing with the that in the space of two years, one new are you doing this weekend, the BRICs is about. While we all know that agency is now 300 strong and growing. response might be, “I’m visiting my “business is based on relationships,” it’s Where are the majors in all this? They wife’s tribe up country. We’re looking even more so when working with PR swooped in early and signed the few forward to spending time together with colleagues in emerging nations. In agencies that already had a foothold in the children, who love to look out the many cases, you’re entering the lives of each market. Or the opposite: They ran windows. It’s a 12-hour drive.” people who have never been on an air- in and swallowed dozens of independ- This is when you know you’re not in plane, but who are on a first-name basis ent agencies in one fell swoop in order Kansas — or New York — anymore. with the editor of the country’s most to knock out the competition. Joan Weinberg is Founder of Agency- important newspaper and can promote When we perform an emerging nation Select.
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Offshore PR: marketing misadventures in the BRIC Skechers leans on PR support in $50M settlement By Greg Hazley distraction of several years spent defend- Kardashian and Brooke Burke in its ing multiple lawsuits in multiple courts high-profile pitch for Shape Ups. across the country,” chief financial offi- Kardashian appeared in a Super Bowl ad hoe marketer Skechers is relying on cer David Weinberg said in a statement. last year touting the fitness benefits of Addo Communications for PR sup- Addo Communications, the Santa the shoes. Sport as the company manages fall- Monica, Calif., firm of ICR veteran The FTC noted the deal follows last out from its $50 million settlement over Andrew Greenebaum, is supporting year’s $25 million fine paid by Reebok false advertising allegations. financial communications for Skechers, International over similarly misleading Skechers enlisted celebrity endorsers which has faced a steady decline from its ads. as part of a broad marketing campaign $43.85 peak share price in 2010 amid Under the settlement, Skechers is for its Shape Ups line of shoes, which the lawsuits and declining market share. barred from claiming its toning shoes aid company said improved muscle tone and The company brought in Sitrick and strengthening or weight loss, among health. “Get in shape without setting foot Company in 2010 to fight off an early other claims, unless it provides scientific in a gym,” was a claim used in marketing salvo in the battle over its marketing evidence. materials. claims by the American Council on Consumers who bought the shoes are A handful of other Skechers brands Exercise. eligible for refunds from the FTC or were also targeted by regulators. The FTC said that Skechers’ market- through the class-action lawsuit. The company, which remains defiant ing claims went too far in touting health Skechers president Michael Greenberg in its belief that the ads were “appropri- benefits from the shoes. “Skechers’ said the company has received “over- ate,” said May 16 that its agreed to pay unfounded claims went beyond stronger whelmingly enthusiastic feedback” from out $45 million along with $5M in class and more toned muscles. The company thousands of customers of the fitness action attorneys’ fees after a bevy of even made claims about weight loss and shoes. probes and legal action from the Federal cardiovascular health,” said David “The company fully stands behind its Trade Commission, state attorneys gen- Vladeck, director of the FTC’s Bureau of toning shoe products and technology and eral and consumer class actions. Consumer Protection. “The FTC’s mes- is permitted under the settlement to con- “While we vigorously deny the allega- sage, for Skechers and other national tinue to advertise that wearing rocker- tions made in these legal proceedings advertisers, is to shape up your substan- bottom shoes like Shape Ups can lead to and looked forward to vindicating these tiation or tone down your claims.” increased leg muscle activation, claims in court, Skechers could not The company enlisted football great increased calorie burn, improved posture ignore the exorbitant cost and endless Joe Montana and actresses Kim and reduced back pain,” he said.
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REPORT Membership, revenues surge for global PR networks For the first time in four years, profits and membership are up for each of the largest global PR networks. Leaders at the networks told O’Dwyer’s that an improving economy, burgeoning business in emerging markets, and an increasing departure from the agency-of-record model have all boded well for global networks and their partner firms, setting the stage for a de facto communications model in an econo my that grows increasingly global. By Jon Gingerich
Dorothy Pirovano said the group’s noted hired for the purpose of taking on differ- ne undeniable reason for the European surge is part of a deliberate ent tasks. This bodes particularly well for recent surge in membership strategy to increase presence in the PR shops that are part of a global net- Oamong the world’s global PR net- region. According to Pirovano, work, where busi- works — and indeed, a reason for the Worldcom’s object ive is to have a partner ness is regularly growth of foreign PR in general — is in every country in both eastern and west- referred and ideas simply the historic bumper crop of busi- ern Europe. are circulated. ness activity in pockets of the world “We’re already in all the large A-type “I think compa- where concepts like communications pre- markets in the U.S., so now we’re look- nies are tired of viously didn’t exist. ing to add strength to the types of capabil- hearing that they Vietnam, Slovenia, Peru, Bulgaria, ities we can offer elsewhere. We’re also have to work with Brazil — nations where PR would’ve looking at some of these mid-sized mar- one firm,” she said. been considered an irrelevancy only fif- kets, places where we don’t have firms “It presents an open- teen years prior — are now becoming the but really want to make sure we have sup- ing where compa- Dorothy veritable frontlines for tomorrow’s global port. We’re not looking for dots on a map. nies are getting Pirovano, communications efforts. Add this to an We’re really looking for strategic place- braver, where 15 Worldcom increased presence of PR in powerhouse ment for firms in terms of size and capa- years ago it was Americas Region Chair hotbeds like China, Russia, India and the bility.” about having a solo United Arab Emirates, and it’s easy to see Pirovano said the group is also interest- firm, now it’s back that a historic array of opportunities have ed in increasing its presence in the to having two or now availed themselves in markets previ- Middle East. Both the Middle East and three firms handle ously untouched by business and brand. Asia have remained huge areas of interest different divisions. Our world has effectively shrunk, with an for both independent PR shops and multi- If there’s been one increased speed of interaction with which national conglomerates, in part because trend in the last five our new chorus of voices can interact and excitement in these regions has only years it’s seeing a reach others. grown in recent years. Pirovano said the removal of that con- Given that communications is an ability to add partners in these markets centration to a new intrinsically global endeavor in 2012, it allows clients increased strength and model that’s now IPREX Worldwide seeks to reason that local clients no reach in areas that were formally difficult providing clients President Kathy longer wish to be confined by local bor- to penetrate. better tools and Tunheim ders. It’s simply no longer enough for “Our presence in India is now broader maintaining new companies to maintain a brand presence in terms of feet on the ground. And we’re business for our solely in the United States or Britain, but particularly excited about what’s going members.” IPREX surges worldwide to broaden their internat ional reach by on in the Asia/Pacific region. We’d like to seeking communications efforts that offer continue to grow stronger in China. We With 110 offices and 1,500 employees them the ability to tap into new, growing already have excellent firms in China, in 2011, IPREX grew in nearly all of its markets abroad. and their current reach is extraordinary. ” global markets in 2011. The network Worldcom expands in Europe Pirovano, who’s also CEO of Public added two firms in its North America The largest of the global networks, Communications Inc. in Chicago, said region, two firms in Europe, three firms Worldcom Public Relations Group con- the ability to offer homegrown talent in the Asia/Pacific region, and one firm in tinues its massive expansion on the inter- raised in local markets, as well as the Mexico. national stage. The network now boasts ability for clients to receive the help of According to IPREX Worldwide 124 partner firms, up from 107 in 2011. multiple firms, have always been the ben- President Kathy Tunheim, the network This includes the recent addition of 10 efits of using a firm that’s a member of a has doubled its revenues in the past four new partner firms in Europe, two new global network. However, the pendulum years. Tunheim said this growth isn’t firms in the Asia/Pacific region, two new is now swinging to aid PR firms as well. simply due to new member gains, but firms in South America, two new firms in Pirovano said a recent movement increased individual growth among its India, and the addition of a new partner among clients to avoid the single AOR existing partners and a similarly firm in Israel. model of business has many companies increased flow of business between part- Combined revenues of Worldcom part- turning to smaller PR shops for increas- ners. In other words, they’re adding the ners in 2011 were $227.5 million. ingly specialized work, where two, or Continued on next page Worldcom Americas Region Chair three, or even four different firms are
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right partners from the right markets. of the growth in this region is the result of client in Oregon my commitment is to do “We’re coming up on the fourth year a strategic partnership with European PR what that partner nee ds. For the client, it under a new strategy plan where we consortium 27 and More. As a result of allows us to have a pretty deep and expe- haven’t been concerned about adding this partnership, Pinnacle’s European rienced bench.” partners insomuch as building out the partner list went from three partners in PRGN adds Middle East, Asia partners connective tissue between the partners. 2011 to 19 this year. PRGN, which celebrates its 20th We wanted to look at these markets Gary Conkling, President of Pinnacle anniversary this year, picked up two part- together and ask not only where the areas Worldwide and Founder of CFM ner firms in Canada in 2011, a new part- are where we want to grow, but how we Strategic Communications in Portland, ner in the United Arab Emirates, and want to develop these tools together and Oregon, said countries like India, China, another in Japan. Combined revenues of help each others’ clients.” Brazil and Russia remain markets of PRGN’s partner firms in 2011 was a little IPREX had combined partner revenues extreme importance for future business more than $110 million. of $200 million in 2011, a big increase growth. Edward Stevens, Marketing Chair of from its 2010 combined revenues of $173 “There’s no question about the impor- PRGN and Founder of Cleveland-based million. tance of all the BRIC countries right Stevens Strategic Communications, said Tunheim said Brazil continues to be a now,” he said. “What we’re trying to do is the network’s recent huge priority for the group, as are other listen and respond to what our own U.A.E. addition (The growing markets in South America. Asia clients are saying, and this means getting Content Factory, also continues to be an area of interest; people who want to expand and explore headquartered in Tunheim noted an increasing amount of in these keys markets. We need to be in a Dubai) was a big win business is now occurring in interior, position where we have the resources to for PRGN, and western China, as opposed to several help them. We’re trying to go where our remains an area of years ago, when it was centralized in two clients are going.” noted attention for the or three eastern cities. Conkling noted that PR agency cul- network. In the “There isn’t a single area anymore. tures in the U.S. and Europe can differ future, Stevens said We’re not driven by putting a pin on the vastly from the way things typically oper- PRGN also has an Edward Stevens, map but by where our clients want to be. ate in markets like China, where firms are interest in picking up Marketing Chair We think about growth on the basis of often smaller and differently organized. more European firms, of PRGN where the clients we currently serve need This discord isn’t as much of an impasse and its interest in us to have a presence. From a business- as it is an opportunity; Conkling said China and Asia at to-business perspective we need to under- Pinnacle’s continuing efforts to add more large remains “really stand what’s happening in those mar- members into their network creates a focused.” kets.” diverse and nimble network that “It’s been on our Tunheim said that agencies, whether improves cultural reach and the type of list for three years, so it’s traditional PR or advertising, must representation available. It’s focusing on we’re pleased we adapt to new global realities as business quality, not necessarily structure. were able to round up models around them are similarly chang- “I think every organization is attempt- with a Dubai partner. ing. To ensure clients that the right ing to find ways to be prepared to serve We want additional resources are available to them, PR firms clients in places like China, Vietnam and exposure in China so must be proactively involved in the prac- other parts of Asia, as well as Brazil and we’re trying to add Gary Conkling, President of tice of sharing not only business and other emerging markets. We’re working additional firms there Pinnacle opportunities internally, but to make sure hard at this because we know members too. And Europe has Worldwide firms have the tools to work with the need partnerships in those critical mar- been really good for client and each other more effectively, be kets. There’s a good synergy there,” he us. I can speak per- it in HR procedures or business develop- said. sonally that business in Europe is one ment know-how, or financial tools. Conkling agreed that the idea of hiring place we’re concentrated on, because so “We certainly think we have an advan- a single AOR is indeed a practice that’s many of our clients are interested in main- tage to suit the needs of the client, going by the wayside, and this bodes well taining and expanding their presence because the firms in our network are real- for firms that are part of a global network. there.” ly honed in focus. We can help them in It also offers a unique advantage for the Stevens said he’s witnessed an the areas where they have needs, and we client, because instead of putting together increased interest among firms abroad to can get them information and service a retainer based on what a firm is going to join a global PR network. According to those needs without changing the overar- do, network member firms can piece Stevens, PRGN holds an advantage of ching cost structure for the client. We together a client strategy based on what being “not the most expensive to belong move business to the right firm because clients actually need. to,” but offers the benefits of being part it’s the right thing to do for the client.” “It’s more than just a glib value propo- of a group that offers global reach, the Pinnacle picks up presence in Europe sition. It’s the idea of delivering value. advantage of which is two-fold. Pinnacle reported a roster of 49 partner One of the things we offer clients is the “One reason is global exposure. We firms in 2012, up from 31 firms in 2011. ability to put together firms that might help each other and work off each other. In part, this growth includes partner gains have different skill sets but they can work Another is access. Within an hour I can in North America (one) and the as a team. Even though we use separate get people to weigh in on a situation I’m Asia/Pacific region (three). More than firms we’ve all made a commitment to facing. We can find out from our member any other region however, the group has work with each other. So, if I get a call firms what they’re doing to solve prob- ballooned its presence in Europe. Much from a partner in New York who has a lems.”
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Global PR Partners 2012
Bitner Goodman — Fort Lauderdale Michael A. Burns & Associates — Dallas Bitner Hennessy — Orlando Morgan&Myers — Waukesha, Wisconsin BlissPR — Chicago & New York Nuffer, Smith, Tucker, Inc. — San Diego The Bohle Company — Los Angeles Off Madison Ave. — Phoenix Brickell & Partners — Virginia Beach Pace Group Communications Inc. — Vancouver CASACOM — Montréal & Toronto Padilla Speer Beardsley Inc. — Minneapolis & New York Cerrell Associates, Inc., Los Angeles PetersGroup Public Relations — Austin Corporate Ink, Boston — Newton The Pollack PR Marketing Group — Los Angeles Deveney Communication — New Orleans Public Communications Inc. — Chicago Dix & Eaton — Cleveland Richmond Public Relations — Seattle Donoghue & Associates, Inc. — Calgary RLF Communications — Greensboro North America (United States / Canada) Enterprise Canada — Toronto Roberts Communications — Rochester The Garrity Group Public Relations, Albuquerque Sandy Hillman Communications — Baltimore Hermanoff Public Relations — Detroit Schneider Associates — Boston Holt Public Affairs L.L.C. — Oldwick, New Jersey Simon Public Relations Group — Philadelphia IW Group, Inc. — Los Angeles St. John & Partners — Jacksonville John Adams Associates Inc. — Washington Standing Partnership — St. Louis Katcher Vaughn & Bailey Public Relations — Nashville Strategic America — Des Moines Linhart Public Relations — Denver Stryker Weiner & Yokota Public Relations — Honolulu M. Silver Associates — Fort Lauderdale & New York Sturges Word Communications — Kansas City McGrath/Power Public Relations & Communications — San Jose Tech Image — Chicago McDougall Travers Collins — Rochester Travers Collins — Buffalo McRae — Atlanta Wordsworth Communications — Cincinnati
Business Press S.p.A. — Milan, Italy Asia-Pacific Connections Pte Ltd — Singapore Europe CBO Communication by Objectives — Milan, Italy A-World Consulting Ltd. — Hong Kong, China Coxit Public Relations — Oslo, Norway Admiralty — Hong Kong, China Cunha Vaz & Associates — Lisbon, Portugal AZ. WORLDCOM JAPAN — Tokyo, Japan Glaubicz Garwolinska Consultants — Warsaw, Poland Fortune PR — Jakarta, Indonesia Grupo Albión — Madrid, Spain Parishine — Beijing, China Phillips Group — Brisbane & Sydney, Australia HBI Helga Bailey GmbH — Munich, Germany PRN — Seoul, Korea InstiCOM bvba — Brussels, Belgium Shanghai Glocal Strategy Consulting — Shanghai, China IvRM Communications — Bussum, The Netherlands TOCS — Tokyo, Japan Janev&Janev Ltd. — Sofia, Bulgaria TQPR Malaysia Sdn Bhd — Kuala Lumpur, Malaysia JBP Public Relations Limited — Bristol & London, England TQPR Thailand Co., Ltd. — Bangkok, Thailand Kaizo — London, England TQPR Vietnam — Ho Chi Minh City, Vietnam Keima — Paris, France Wrights PR — Melbourne & Sydney, Australia Asia / Pacific komm.passion GmbH — Düsseldorf, Germany L&W Communication AG —Zurich, Switzerland Arvizu, Comunicacion Corporativa — Mexico City, Mexico L&W Communication GmbH — Vienna, Austria C Square Group — San Juan & Guaynabo, Puerto Rico LF Channel — Barcelona, Spain Grupo Albion Colombia — Bogota, Colombia Ligaris — Paris, France Infomedia Consulting — Buenos Aires, Argentina Medita Communication — Helsinki, Finland LatinMedia Comunicaciones Limitada — Santiago, Chile PLANIN — Rio de Janeiro & São Paulo, Brazil Oxenstierna & Partners AB — Stockholm, Sweden
Realidades SA – Lima, Peru Latin America / South America PR Net Baltic — Vilnius, Tallinn, Riga PRAM Consulting — Prague, Czech Republic COM&SENSE — Tel Aviv, Israel PrimeTime Kommunikation — Copenhagen, Denmark Finese PR — Mumbai & New Delhi, India Próbako Communications — Budapest, Hungary Lange 360 — Cape Town, South Africa Wisse Kommunikatie — Arnhem, The Netherlands Majlis PR & Communications — Dubai, U.A.E YA Corporation Communication Group — Moscow PR Leaders — Lebanon. Beirut Rada Research & Public Relations Co. — Cairo, Egypt Yucatan — Paris, France M. East / Africa Junemagazine:Layout 1 5/31/12 4:35 PM Page 17
Global PR Partners 2012
Beuerman Miller Fitzgerald — New Orleans HB Agency — Boston
Borshoff — Indianapolis JohnstonWells Public Relations — Denver
Carolyn Grisko & Associates — Chicago JSH&A Public Relations — Chicago
Casey & Sayre — Los Angeles Landau Public Relations — Cleveland
CBR Public Relations — Orlando LaVoie Group — Boston The Communications Group, Inc. — Toronto Laurey Peat & Assoc. — Dallas Communications Pacific, Inc. — Honolulu Makovsky & Co., Inc. — New York Crossroads — Kansas City Peak Communicators Ltd. — Vancouver North America (United States / Canada) Crown Communications — Charlotte Pierson Grant Public Relations — Fort Lauderdale Desautel Hege Communications — Spokane Preferred Public Relations — Las Vegas Eisbrenner Public Relations — Detroit Rountree Group Communications Management — Atlanta Eric Mower & Associates Public Relations and Public Affairs — Saxum — Oklahoma City Albany, Buffalo, Rochester & Syracuse Fahlgren Mortine Public Relations — Columbus Susan Davis International — Washington D.C. Fineman PR — San Francisco Trefoil Group — Milwaukee Flowers Communications Group — Chicago Tunheim — Minneapolis French/West/Vaughan — Raleigh Vehr Communications, LLC — Cincinnati
Gable PR — San Diego Vox Public Relations Public Affairs — Eugene & Portland
Europe Abchurch Communications Limited — London, England Spotlight PR — Stockholm, Sweden
ACA communicatie — Amsterdam, The Netherlands Surrey House Corporate Communication — London, England
Arenalia Comunicacion — Barcelona, Spain Walsh Public Relations — Dublin, Ireland
Brevia Consulting — London, England wbpr — Berlin, Germany
The Communications Business — Edinburgh, Scotland Whyte Corporate Affairs S.A./N.V. — Brussels, Belgium
Consilio Kommunikasjon — Tønsberg, Norway
dcp, United Kingdom — Belfast, Northern Ireland Chayun Public Relations — Seoul, South Korea
The Desk — Paris, France Chrysler Communications — Singapore Donath Business & Media — Prague, Czech Republic Concept Public Relations (India) Pvt. Ltd. — Mumbai, India Futura PR — Ljubljana, Slovenia Liquid Ideas — Alexandria, Australia Imageware Srl — Milan, Italy
Jugaste, Liiva and Partners — Tallinn, Estonia Newell Public Relations — Hong Kong, China
Lead Communication Srl — Milan, Italy Pead PR — Auckland, New Zealand
Madison Consulting — Zagreb, Croatia Rantau PR — Selangor, Malaysia Manifesto — Helsinki, Finland TrainTracks — Tokyo, Japan Martis Consulting Ltd. — Warsaw, Poland
Wilkinson PR — Sydney, Australia Asia / Pacific m/e brand communication — Düsseldorf, Germany
NewCap — Paris, France Dextera Comunicacion — Mexico City, Mexico Operate A/S — Copenhagen, Denmark Item Comunicação Ltda — São Paulo, Brazil PowerAxle — Madrid, Spain
MGH Communication Management —Buenos Aires, Argentina America Latin Quintela & Reis, Lda. — Lisbon, Portugal
Reliant Communications S.A. — Athens, Greece NettResults — Dubai, United Arab Emirates M. East Junemagazine:Layout 1 5/31/12 4:35 PM Page 18
Global PR Partners 2012
ABOA — Atlanta BijL Partners in PR — Amsterdam & Rotterdam, The Netherlands
Anne Klein Comms. Group — Philadelphia Brayleino — Bristol, England Europe Connective Communications — Athens, Greece Bailey Gardiner — San Diego cR Kommunikation AG — Bern, Switzerland Bond PR — New Orleans Gabrielle Shaw Communications — London, England Knight & Svoboda spol. sro — Prague, Czech Republic CFM Strategic Communications — Portland Mailander — Torino, Italy Coles Marketing Communications — Indianapolis Menedetter PR Gmbh — Vienna, Austria de La Garza PR — Houston Mind Shake PR & Communications Services — Brussels, Belgium MZ Communictions — Wöllstadt, Germany Gogerty Marriott — Seattle Natkin Press Communication — Paris, France Griffin & Associates — Albuquerque Paniagua Consultores de Communication — Madrid, Spain Hanser & Associates — Des Moines Pepper 21 PR Consultancy — Budakeszi, Hungary North America (United States / Canada) Rescu Kommunikation Aps — Aarhus, Denmark Hoggan & Associates — Vancouver, B.C. Snowball Communication — Bratislava, Slovak Republic Levenson Brinker PR — Dallas Soprano Oyj — Helsinki, Finland LVM Group — New York TBT & Company — Warsaw, Poland Vox PR & Information — Stockholm, Sweden Morrissey & Co. — Boston Northstar PR — Minneapolis Crabtree Associates — Auckland, New Zealand
DSM Communications — Ho Chi Minh City, Vietnam Asia / Pacific Pinnacle Headquarters — Minneapolis FBI Communications — Tokyo, Japan Potomac Communications — Washington, D.C. Jackson Wells — Neutral Bay, Australia Red Sky PR — Boise Jaden Marketing — Shanghai, China Virtusio PR — Manila, Philippines Reputation Partners — Chicago Strategic Objectives — Toronto Alkance Comunicaciones — Santiago, Chile Basso Dastugue & Associates — Buenos Aires, Argentina The Vandiver Group — St. Louis SPMJ Communicação — São Paulo, Brazil L. America / South America
Adam Friedman Associates LLC — New York Athenora Consulting — Brussels, Belgium Cabinet Privé de Conseils (CPC) — Geneva, Switzerland Europe The Aker Partners — Washington, D.C. Coast Communications — Stockholm, Sweden Buchanan Public Relations — Philadelphia Cometis AG — Wiesbaden, Germany The Castle Group — Boston CROS Public Relations — Moscow, Russia The Conroy Martinez Group — Miami Cullen Communications — Dublin, Ireland Evident PR — Amersfoort, Netherlands Contemporary Communications Ltd. — Vancouver Industrie-Contact — Hamburg, Germany CooperKatz & Co. — New York Multi Communications — Warsaw, Poland Dye, Van Mol & Lawrence — Nashville Public Relations Partners — Brussels, Belgium energi PR — Montréal SCR — Barcelona and Madrid, Spain North America (United States / Canada) Sound Public Relations s.r.l. — Milan, Italy The Fearey Group — Seattle Spider — London, England GroundFloor Media — Denver YESwecan PR — Paris, France The Harrell Group — Dallas HMA Public Relations — Phoenix Aspire Communications — Pune, India Cosmo Public Relations Corporation — Tokyo, Japan JMC Marketing Communications — Kingston, NY Currie Communications Pty Ltd. — Melbourne, Australia Landis Communications Inc. (LCI) — San Francisco Mileage Communications Pte Ltd. — China & Singapore Asia / Pacific Perfect Relations — Delhi, India L.C. Williams & Associates — Chicago
The Ledlie Group — Atlanta Guerra Castellanos & Asociados — Mexico City, Mexico Pacifico Integrated Marketing Communications — San Jose, CA IDENTIA | pr — Buenos Aires, Argentina LVBA Comunicação— São Paulo, Brazil America L. Stevens Strategic Communications, Inc. — Cleveland Mirabal & Associates — Mayaguez, Puerto Rico VPE Public Relations — Los Angeles HWB Communications Pty Ltd — Cape Town, South Africa Xenophon Strategies, Inc. — Washington, D.C.
The Content Factory — Dubai, United Arab Emirates M. East / Africa Junemagazine:Layout 1 5/31/12 4:36 PM Page 19
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Profiles
O’Dwyer’s Guide to: INTERNATIONAL PR FIRMS
6.12
MAYO helped coordinate Operation Blankets of Love (OBOL) exhibiting at the the world's largest Pet Expo at the Orange County Feintuch Communications’ JumpStart Global Advisors Subidiary Fair grounds, which attracted 300,000 animal lovers and vendors. helps companies to internationalize into world markets including the U.S., Latin America and Scandinavia. its American Medical Devices and COSMO PUBLIC Diagnostics Manufacturers’ World Alliance — a rapidly MAYO has been offering high- Association (AMDD) public growing international alliance of tech, corporate, government and RELATIONS awareness program. In 2011, CEO premier independent communica- nonprofit clients’ social media CORPORATION Kumi Sato was awarded “The tion consultancies which are par- and global branding services for Gold Standard Award for ticularly adept at coordinating more than a decade. Earlier this Professional Excellence” and the multinational projects and pro- year Operation Blankets of Love Azabukaisei Bldg. Asia-Pacific SABRE Award for grams. 1-8-10, Azabudai (OBOL), which provides comfort Minato-ku, Tokyo 106-0041 “Outstanding Individual For start-ups and multi-nation- and animal rescue for 60 SoCal Japan Achievement.” als targeting the U.S., Latin animal shelters hired mayo to www.cosmopr.co.jp America, Scandinavia and boost its international and social FEINTUCH beyond, our JumpStart Global media platform, As a result they Ms. Kumi Sato, President & CEO Advisors subsidiary provides a recently received a grant from Mr. Paul Hasegawa, Chairman COMMUNICATIONS set of business services that allow Mr. Ryuji Kondoh, Account The Jolie-Pitt Foundation, and Director them to enter the market quickly are now finalists in 100 Toyota 245 Park Ave., 39th Fl. and efficiently — everything Car Give away contest. Toyota, COSMO is one of Japan’s fore- New York, NY 10167 from market assessment and with strict rules, will give away most independent strategic com- 212/808-4900 strategy, business establishment, 100 vehicles to needy nonprofits munications consultancies. For 50 [email protected] legal/finanicial/accounting/HR and that generate the most votes on years, COSMO has used its global www.feintuchcommunications.com back-office support to recruitment, the Facebook application page. www.PRWorldAlliance.com sales/distribution/channel and part- MAYO is also providing interna- experience and domestic expertise www.jumpstartglobal.com to deliver communications solu- nership development to localized tional publicity as OBOL help marketing, branding and public tions for multinational and Henry Feintuch, President lure support for another matching Japanese companies. COSMO relations. foundation. SafeMedia.com, develops integrated campaigns International PR is rapidly Boca Raton, Fl., after hiring involving media outreach, crisis becoming an oxymoron in the MAYO MAYO for an international edu- and issues management, advocacy 21st century as businesses cope to COMMUNICATIONS cation campaign for anti-piracy and public affairs, key opinion make sense of the impact of the of movies, music and copyrighted leader research, corporate posi- Internet, global wireless commu- materials Online, the software tioning, consumer communica- nications and increasingly com- 7248 Bernadine Ave., 2nd Floor and hardware company is part- tions, corporate social responsibil- mon international travel. West Hills (Los Angeles), CA 91307 nering with AT&T in the second ity, and the development of edito- Eve ry local company can now 818/340-5300 phase of testing the technology. Fax: 818/340-2550 MAYO also piqued the interest of rial materials. be a player on the international [email protected] Over the years, COSMO has scene – if they wish to be. We’ve www.mayocommunications.com MPAA, RIAA and CSU system. been at the forefront of social and successfully supported compa- Grandmaster Greg Yau, creator political developments, contribut- nies from more than 30 countries Aida Mayo, President of 100% Sunborn Natural ing to progress in the areas of seeking to enter the U.S. market. George McQuade, Vice Products Herbal Chi Balm has healthcare, food and food sci- We help all types of companies President launched two more websites as a ences, and services. — b-to-b; b-to-c; and b-to-any- result of MAYO’s international COSMO was named Japanese thing else — to adapt their brand MAYO Communications campaign and social media buzz Consultancy of the Year 2011 by and messages to local markets. International is based in LA with to attract customers. Singer, the Holmes Report, and won the We help our clients to enter offices in New York, San Diego Songwriter Kristen Faulconer, Asia-Pacific SABRE Award world markets with the resources and international offices in Bern, Hollywood, CA, retained MAYO “Japan Campaign of the Year” for of our global network — the PR Switzerland. Founded in 1995, after becoming nominated as
20 JUNE 2012 WWW.ODWYERPR.COM ADVERTISING SECTION Junemagazine:Layout 1 5/31/12 4:36 PM Page 21
PROFILES OF INTERNATIONAL PR FIRMS
“2012 Best Independent Rock expertise. The agency also offers Artist” with the “Best Pop Song.” tremendous expertise in food and The global campaign sparked the beverage. interest of top DJ’s in Europe, who have remixed Faulconer’s OGILVY PUBLIC songs, making them more popular there than in USA. Most recently RELATIONS Singer, Songwriter and Producer WORLDWIDE Junior Wright, Hollywood has retained MAYO to create an international buzz for his debut The Chocolate Factory 636 Eleventh Avenue album, “Come to Me” on New York, NY 10036 iTunes.com and Amazon.com, 202/729-4308 along with his new music video, [email protected] “Private Dancer.” MAYO main- www.ogilvypr.com tains two company sites, may- opr.com and lentertainmentpub- Christopher Graves, Global CEO licity.com. From high tech, non- profit, celebrity charity to TV, Several members of PRWA at a recent meeting in Washington, Ogilvy PR is a global, multi- D.C. Pictured are (L to R): Henry Feintuch, Daniel LaRouche, Peter Movies and entertainment clients, disciplinary communications Stanton, Lars-Ola Nordqvist, Perran Ersu and Peter Walker. MAYO provides international leader operating in more than 80 brand awareness. markets across 50 countries. We blend proven PR methodologies offices spanning North America, Peter Walker, (U.K.) MSLGROUP with cutting edge digital innova- Latin America, EMEA and Asia- AMERICAS tions to craft strategic programs Pacific. For 40 years, Porter PR World Alliance, founded in that give clients winning and Novelli has been driving mean- 1988 as European Communication measurable results. Founded in ingful, measurable and transfor- Partners and recently merged with Subsidiary of Publicis Groupe S.A. 1980, the company serves a full 375 Hudson St, 14th Flr. mative change for its clients. We IPAN, is an international alliance spectrum of corporations, industry began by applying marketing of premier independent communi- New York, NY 10014 trade associations, government 646/500-7600 practices to communications cation consultancies. [email protected] agencies and not-for-profit clients aimed at solving public health Our partners, each carefully www.mslgroup.com through seven practice groups: and social issues and built pro- selected, are established, consumer marketing, corporate, grams to promote heart health, respected and accomplished MSLGROUP is Publicis healthcare, public affairs, social good nutrition, smoking cessation firms with a solid reputation for Groupe’s flagship specialty com- marketing, technology and and more. By staying true to producing superior results for munications, public relations and Social@Ogilvy, our global, cross- these values, our expertise has our clients. engagement network. The agency discipline team of social experts grown to include health care, The key difference between works as a trusted advisor, master from across all of Ogilvy’s busi- food & nutrition, brand market- PR World Alliance and other storyteller and source for unbound nesses. ing, public affairs, corporate, public relations groups is our creativity and value in the always- One key to our success has been technology and U.S. Hispanic individual and collective com- on conversation. MSLGROUP is the ability to foster strong working marketing. Today, we pair mitment to professionalism, the industry’s #4 largest global relationships across office loca- insights and analytics to develop integrity and the highest ethical agency, the #5 agency in the tions worldwide, so that the right integrated ideas that transcend standards. It is also the assurance U.S./Canada and the largest agency skills and experience are brought channel, discipline and border, that all campaigns are overseen in both China and India. The to bear on every client program. and motivate audiences to change by the owners and senior practi- regional network is known as This cross practice, cross office their behavior. Porter Novelli has tioners of partner firms. That MSLGROUP Americas. approach allows us to most effec- a track record of delivering con- assurance applies to all client The agency’s client roster tively serve clients whose busi- sistent quality across the globe, engagements — from the small- includes Microsoft, GM and Eli nesses are multinational in scope. building the right team for each est project to the most complex Lilly. It supports and produces Clients such as Ford, DuPont, client by tapping expertise from multinational efforts. some of the most important, cre- Grohe, FM Global, Bulova, LG throughout the organization, PR World Alliance partners ative and exciting programs and Electronics and Unilever have regardless of geographic bound- are active colleagues who work, events — Davos, e-G8 Forum, the experienced the value in working aries. Porter N ovelli is a part of interact and meet with each other Shanghai Expo. It handled the with Ogilvy PR across multiple Omnicom Group Inc. (NYSE: on a regular basis. Our close 100th anniversary of Chevrolet, regions. More information is OMC). For more information working and personal relation- and managed the launch of Internet available at: www.ogilvypr.com visit www.porternovelli.com. ships translate to the sharing of Explorer 9 and Windows 7. Its best practices, open collabora- work with various household, oral PORTER NOVELLI PR WORLD tion and a level of trust and care and digestive wellness brands mutual respect that empowers has been award-winning. The Owned by Omnicom ALLIANCE and challenges us to deliver the agency has eight global practice 7 World Trade Center best results for each of our areas: Brand & Talent, Consumer, 250 Greenwich Street, 36th Floor www.PRWorldAlliance.com clients. Events, Financial Communications, New York, NY 10007 212/601-8000 Healthcare, Public Affairs, Board of Directors: The July issue of O’Dwyer’s will profile PR Fax: 212/601-8101 Peter V. Stanton, Chairman Reputation Management & www.porternovelli.com Corporate Communications and (U.S.) firms that specialize in travel and Daniel LaRouche, Treasurer Social Media. The acquisition of Gary Stockman, CEO (Canada) tourism. If you would like your firm to be Schwartz Communications, a pow- Perran Ersu, (Turkey) listed, contact Editor Jon Gingerich at erhou se in technology enables Porter Novelli is one of the Henry Feintuch, (U.S.) MSLGROUP Americas to offer a world’s leading public relations Anna Krajewska, (Poland) 646/843-2080 or [email protected] leading technology capability and agencies, with a network of 90 Josef Schiessl, (Germany)
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PROFILES OF INTERNATIONAL PR FIRMS
and international film industries Washington DC. governments and multilateral insti- PUBLIC RELATIONS and have close relationships with tutions on global issues such as leading distributors and media WCG development, foreign policy, cli- GLOBAL NETWORK around the world. mate, security and defense. The Our team offers strategic counsel firm also advises multinational cor- (PRGN) 16 High Holborn on the development and execution London WC1V 6BX porations, foundations and NGOs of corporate PR campaigns to posi- in support of their global agendas. 1991 Crocker Road, Suite 500 United Kingdom Cleveland, OH 44145 tion our clients’ within the film www.wcgworld.com Weber Shandwick global network 440/617-0100 ext. 201 industry, manage international PR includes strong public affairs teams Fax: 440/614-0529 of theatrical film releases and pro- Jim Weiss, Chairman and CEO in the world’s leading political, [email protected] mote foreign production facilities. Gail Cohen, Global Practice media and financial centers. www.stevensstrategic.com Additionally we manage media Leader Weber Shandwick’s has been Leading the Travel Industry activities for our clients projects at Christine Tadgell, Managing Dir. awarded numerous industry hon- Edward Stevens, APR, major film festivals and markets, ors, which include being named President, Stevens Strategic WCG is an independent, global Advertising Age by Providing Professional Communications, Inc. including Cannes, Venice, AFM, ’s Agency of the Mifed and MipTV as well as exe- agency specialising in healthcare Decade and a 2012 CSR A-List communications. WCG draws on a 1388 Sutter Street, #901 cute media and entertainment influ- agency by PR News. The firm has San Francisco, CA 94109 encer outreach campaigns to build full cadre of communications serv- also been recognized as a “best Travel Services Since 1972 415/561-0888 ext. 2308 awareness and participation at film ices including internal; corporate; place to work” around the world Fax: 415/561-0778 festivals and markets such as advocacy; digital; product; editori- and the agency’s client initiatives [email protected] Edinburgh, Zurich, Krakow, al; creative; med comms; market have been internationally www.landispr.com Aruba, Bahamas and Marche du access; and issues management to acclaimed. Weber Shandwick is a Film. create customized solutions to meet unit of The Interpublic Group of David Landis, President, Landis our clients’ needs. The value WCG Communications, Inc. Companies (NYSE:IPG), which is brings to its client partners is among the world’s largest advertis- RUDER FINN, INC. enhanced by the deep analytical Celebrating 20 Years of ing and marketing services organi- approach applied to each assign- zations. Connected Thinking. Globally. 301 East 57th Street ment. More than 1,000 clients across six New York, NY 10022 The leaders we attract have continents depend on the combined 212/593-6387 extensive experience, being recog- WORLDCOM resources of the Public Relations [email protected] nised for best practice client work. PUBLIC RELATIONS Global Network (PRGN) to deliver They have enduring relation- targeted public relations campaigns Louise Harris, Chief Global Strategist ships with their clients, industry GROUP in more than 80 markets around the leaders and key stakeholders within world. With revenues of more than Ruder Finn is a global agency, multiple disciplines, healthcare 500 Fifth Avenue, Suite 1010 $110 million (U.S.), PRGN is headquartered in New York with a practices, cultures, and geogra- New York, NY 10110 among the world’s top four public major presence in China, the phies. 800/955-WORLD (9675) relations networks. PRGN harness- world’s second largest market for WCG London opened in May (US and Canada) es the resources of 45 independent communications. The agency has a 2008 to expand global, European 212/286-9550 public relations firms, 50 offices and UK business and just three 212/286-9003 and more than 900 communica- strategic focus on four areas of [email protected] expertise: health & wellness, cor- years later, we were recognised by tions professionals to connect inter- the Global SABRE Awards as the national companies and organiza- porate and public trust, technology Dorothy Pirovano, APR, Chair, d consumer 2011 International Healthcare tions with individual and culturally and innovation an Americas Region • Business Travel Consultants lifestyle, all underpinned with digi- Consultancy of the Year. In 2012, Corinna Voss, Group Chair diverse markets globally. Visit tal strategy and social media, WCG ranked 87 in the PR Week Daisy M. Guthin, APR, Chief PRGN online at: www.prgn.com. offered through its in-house digital League Table and was listed among Operating Officer • Strategic Meetings Management agency, RFI Studios. Specialized the “Ones to Watch.” ROGERS & COWAN services include brand and corpo- Worldcom Public Relations rate positioning, reputation man- WEBER Group is the world’s leading part- • Government Travel Contractors Locations: PACIFIC DESIGN CENTER agement, public affairs, corporate SHANDWICK nership of independently owned 8687 Melrose Ave., 7th Floor social responsibility, senior execu- public relations firms with 107 North America Los Angeles, CA 90069 tive communication and employee offices in 96 cities in 47 countries • Over 200 Offices Worldwide 310/854-8117 engagement with a particular focus 919 Third Avenue on 6 continents, more than 1,900 Middle East [email protected] on building confidence and credi- New York, NY 10022 employees, and combined rev- www.rogersandcowan.com bility in times of change. Clients 212/445-8000 enues of more than US $227 mil- • Competitive Online Booking www.rogersandcowan.co.uk include Abbott, American Urology www.webershandwick.com lion in 2011. Europe Tom Tardio, CEO Association Foundation, Avon, Through Worldcom the • One-on-One Travel Consultation AstraZeneca, Boeing, Bristol- Harris Diamond, CEO strongest, most capable independ- Nikki Parker, EVP , Chairman Asia Myers Squibb, Caribou Coffee, Jack Leslie ent firms serve national, interna- Andy Polansky, President Find out about cruises sailing from New York Rogers & Cowan is the leading Citi, Council for Responsible Jill Murphy, Chief Business tional and multi-national clients • Leisure Travel Experts entertainment marketing and PR Nutrition Foundation, Emirates, Development Officer while retaining the flexibility and and other worldwide destinations agency with offices in Los Angeles, ESPN, Experian, Infor, Johnson & client-service focus inherent in New York and London. Our Johnson, Jumeirah Group, The Weber Shandwick is a leading independent agencies. International Film team works with Michael J. Fox Foundation, Moet global public relations agency with Worldcom firms’ clients have 888-333-3116 filmmakers, producers, financiers, Hennessy Diageo, Novartis, offices in 81 countries around the on-demand access to indepth com- distributors, film commissions and PepsiCo, PPR, Roche Genentech, world. The firm’s reputation is built munications expertise from profes- filmmaking talent from around the Shire, Sony, The Volkswagen on its deep commitment to client sionals who understand the lan- world to spearhead their interna- Group and Visa. The agency has service, creativity, collaboration guage, culture and customs of the tional publicity campaigns o ffices in New York, Basel, and engaging stakeholders in new geographic areas in which they throughout the lifetime of their Beijing, Boston, Guangzhou, Hong and creative ways to build brands operate. Worldcom is an invalu- project. We provide clients with Kong, London, Mumbai, New and reputation. able source for the local advantage, 212-563-3500 • OmegaNewYork.com extensive knowledge of the U.S. Delhi, Shanghai, Singapore and Weber Shandwick works with worldwide. World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 22 JUNE 2012 WWW.ODWYERPR.COM ADVERTISING SECTION Junemagazine:Layout 1 5/31/12 4:36 PM Page 23
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FEATURE Spanglish Generation: evolution of the Hispanic market Why so many U.S. brands continue to fail at grabbing the atten- They are heavy digital and especially tion of one of the largest and fastest-growing market segments heavy mobile users, with almost half now in the country. carrying smart phones. They lead their non-Hispanic counterparts in text messag- By Eduardo Perez ing and SMS, mobile Internet use, mobile email, mobile picture and music down- And they will be mostly bilingual and loads. They text more than they talk. .S. companies continue to bicultural. More than 80% of U.S. Needless to say, word of mouth (and increase investments in marketing Hispanic youth are bilingual; a mere 9% thumb) is huge. Uto Hispanic consumers. speak only English. Again, language has Hispanics in general With the Hispanic segment totaling traditionally defined marketing to and the Spanglish more than 52 million people and repre- Hispanics and while Spanish language Generation in particu- senting 50% of the U.S. population usage is not decreasing, a paradigm shift lar love social media growth reported by the 2010 Census, has begun and there’s no stopping it. and over-index the Latinos are now recognized as the largest While Spanish will continue to remain total market for use of and most important ethnic demographic highly relevant, the future of marketing to Twitter. Latinas espe- target for marketers. Add to that annual Hispanics is bilingual and more oriented cially love Facebook buying exceeding $1 trillion (projected around Latino Culture and its values. and Pinterest adoption Eduardo Perez $1.5 trillion by 2015) and you have a Second and third generation Latinos are is growing fast. This is very attractive domestic U.S. segment. highly acculturated and in most cases truly likely due to the highly However for most marketers today, the bilingual and bicultural. They are growing social nature of Hispanics who see social dynamic and evolving Hispanic segment up in an “American culture”, however media as the best way to keep in touch presents many challenges and is increas- they are very much influenced by their with family and friends and maintain rela- ingly enigmatic. This is because many less acculturated parents and/or grandpar- tionships. brands fail to grasp a fundamental under- ents. They straddle their two cultures on a Spanglish Generation consumers devel- standing and clarity about these con- daily basis and influence both. They are op stronger preferences for brands that sumers and how to approach them. Its the Spanglish Generation. connect in a more personal way in their complexities include considerations such The “double influence” this Spanglish Latino world through experiential market- as country of origin, language usage, Generation has makes marketing to them ing. Direct marketing, especially through acculturation and geography. In addition, highly desirable. They act as guides and mobile and digital channels, delivers about half of today’s U.S. Hispanics were “cultural translators” at home with strong excellent results since the Spanglish born in the U.S.A. influence on domestic household purchas- Generation likes to interact and stay con- Traditionally, marketing to Hispanics ing of many products and services. nected with the brands they like. has focused on language due to the histor- Outside the home the Spanglish All that said, it’s important for mar- ical predominance of adult Latino immi- Generation influences styles and trends. keters to remember that segmentation is as grants who either preferred or only spoke They love to shop and are ideal brand important in addressing the U.S. Hispanic Spanish. Brands could effectively market ambassadors. market as it is for the general market. to Hispanics by simply developing mes- Although the Spanglish Generation While the Spanglish Generation is a grow- saging and advertising in Spanish and consumes a great deal of English-lan- ing force within the demo and the future of placing ads on Spanish-language media. guage mainstream media, marketers can the same, the less acculturated Spanish- However, due to many of the aforemen- break through all the noise and competi- speaking consumer continues to be highly tioned complexities and increasing growth tive advertising to reach them. Brands relevant and important. Effective segmen- of the U.S. born segment, today, language- can very effectively connect with these tation will define which consumer will be centric marketing is not necessarily the consumers through culturally relevant most interested in your product or service only or best approach. messaging delivered in English and/or and how to approach them. So where is the U.S. Hispanic segment Spanish through a variety of highly target- So, if you’re responsible for sales and headed? What’s the right approach? ed but disparate media channels and tac- marketing of products and services rele- Three words are the key: “youth,” “bilin- tics. vant to the Hispanic market, you need to gual,” and “segmentation.” Effectively reaching Spanglish work hard to understand the segment and During the next decade as the U.S. Generation consumers can be tricky. pay special attention to Hispanic youth. “total market” grows older and grayer, the They consume English-language media They are key consumers in all top DMAs Hispanic segment will be brimming with and digital content, but also consume con- around the U.S. and growing in influence. youth and representing an oversized share tent in Spanish. Content type influences Furthermore they represent a conduit to of the overall U.S. youth market. To note: the choice. They’ll often watch variety two attractive segments: the Hispanic mar- • 20% (or one in five) of U.S. teens aged shows and telenovelas in Spanish with ket and the youth market. They represent 12 to 19 are Hispanic; their family. Channels targeting bicultural a strategic imperative and afford savvy • 25% of babies born in the U.S. today youth, like MTV Tres and Mun2 are marketers a lucrative target segment with are Hispanic; in some markets up to 50%; catching on. Young Latinos love shows which to grow and conquer market share. • By 2020 24% of U.S. youth 5 to 19 on FOX and enjoy watching reality shows Eduardo Perez is President of PM will be Hispanic. and news in English. Publicidad in Atlanta.
24 JUNE 2012 WWW.ODWYERPR.COM Junemagazine:Layout 1 5/31/12 4:36 PM Page 25
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REPORT The challenges of minority healthcare communications
The U.S. healthcare industry faces a significant challenge of paign. overcoming language and cultural barriers when reaching a Thus, instead of depending on transla- growing and increasingly influential segment of the population. tions alone, the “Explain Your Pain” cam- By Kim Sammons paign used pictures to 1) identify where the pain was located, 2) a checklist illus- tion in seeking medical care for pain trating what sort of pain was being experi- he United States census projects among African Americans, while enced and 3) a 1-5 scale of facial expres- that Caucasians will no longer be Caucasian Americans are much more sions ranking the pain experience from Tthe largest ethnic group in the USA vocal about pain (a related study, about “No Hurt” to “Hurts Worst.” Visual illus- by 2045. The rapid demographic growth migraine, showed that Caucasians are trations of pain (including “shooting” and of people of color means that their increas- twice as likely to have received a migraine “sharp”, which might not be easy for even ing purchasing power and importance as prescription as African Americans). a native speaker to differentiate) were pro- consumers can’t be ignored. While the Cultural differences also extend to the vided. To give a well-rounded idea of the bottom line is important to all of corporate sorts of medications different groups are patient’s experience, the campaign litera- America, healthcare marketers grapple most comfortable using for treatment. For ture also featured images of different with an added complexity related to these instance, research suggests that Hispanic facial expressions to allow patients an changing demographics: namely that Americans prefer topical painkillers rather easy, non-verbal way of communicating many members of ethnic minority groups than ingesting a pill. If all their physician their sensations. Rather than being patron- and people of color lack sufficient access provides is a pill, these individuals might izing, the facial recognition concept works to good healthcare, be it due to economic forgo pain management options altogether as a great equalizer between physician and hurdles, culturally ineffective communica- – inhibiting their ability to work and patient, as it easily translates across differ- tion or language barriers. decreasing their quality of life. ent ethnic groups. It also saved patients Making sure that medical literature is Clearly, the way Hispanic Americans from having a long, challenging conver- available in languages that patients are think about pain — and when to seek help sation with physicians about their symp- most comfortable with is a good first step for it — is different from that of the cur- toms. in helping deliver good healthcare com- rent majority population. These findings Perception change happens on a one-on- munications to ethnic minority groups and help illustrate that in contemporary health- one basis — one patient-physician rela- people of color. Still, healthcare mar- care communications you need to under- tionship at a time. Members of ethnic keters — used to communicating with stand how different cultures think about minority groups tend to select physicians highly specific consumer groups – know medical care, how they access care and that are attuned to their cultural nuances, that more is needed to get the message their level of trust in the medical profes- but such healthcare providers are not across. Using relevant talent in promotion- sion if you’re going to get your message always available. More importantly, a vital al materials also ranks high on the market- across credibly and effectively. More and frequent role of health communication ing to-do list. However, thanks to the pos- importantly, healthcare communicators is to drive education and action — educat- itive development of mainstream market- need to understand how cultural aspects ing a population about an issue and mov- ing finally coming around to recognizing such as gender roles and religion influence ing them to action (“call a number,” “see ethnic diversity, simply incorporating a person’s approach to care. For example, your doctor,” “exercise,” etc.). visuals that reflect the target population is it is critical to understand that culturally Overall, healthcare communicators have not enough to ensure that a healthcare determined gender roles, such as machis- an important role to play in helping to campaign resonates with the desired audi- mo, might result in male patients being improve the wellbeing of individuals. Part ence. Savvy healthcare marketers know less likely to express health concerns with of this means focusing on the relationship that, in marketing aimed at people of healthcare providers. between physicians and patients. This color, “who” is being shown in the images Learning of this data, a major pharma- process helps ensure that the best treatment presented is only part of the equation. ceutical manufacturer teamed up with a options are made available to the patient, What they’re doing, who they are with, non-profit organization to target the regardless of ethnic or cultural background. where they are and what they are wearing Hispanic American marketplace. They Of course, physicians often have training in is also important. created an unbranded campaign, “Explain the theoretical, broad stroke aspects of cul- Even with something as seemingly uni- Your Pain,” with the objective of creating tural differences. However, they’re often versal as pain, cultural differences sur- a communications tool to help patients and less knowledgeable about how these cultur- rounding health and illness run deep. For physicians alike better communicate about al differences might play out. Healthcare instance, important cultural differences act discomfort. Given that language barriers communicators should ensure communica- as barriers to people getting help in are always the first and easiest element to tion campaigns move beyond theory to addressing chronic pain, a condition esti- address, the campaign was bilingual, include real-life scenarios. Even for med- mated to affect up to 9 percent of adult offering resources in both English and ical providers, it isn’t just about knowing Americans. Research has showed that as Spanish. However, broaching the lan- that cultural differences exist; we can help many as 80 percent of Hispanic American guage barrier was only part of the chal- them adjust their practice approaches by patients are likely to wait until their pain lenge: creating an easy way for patients showing them, not just telling them, what levels are as high as 10 — on a 10-point who might be uncomfortable or unclear on these might mean. scale — before contacting a physician for how to talk to a physician about their pain Kim Sammons is SVP of GCI Health in help. Similarly, research indicated hesita- experience was the center of the cam- Atlanta.
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Effective Hispanic health engagement for real impact
In a highly regulated health results demystified this, unveil- environment, much of the ing behavioral elements as the key issues. Lack of exercise and consumer health engage- poor diet, 49% and 40%, respec- ment from organizations tively, were labeled as top deter- and brands lacks a cus- rents in leading a healthy tomized approach that is lifestyle. Additional factors included having an existing grounded in specific com- health condition and lack of moti- munity nuances and caters vation to maintain healthy to the needs of our nation’s changes. Less than one-third of the survey respondents identified changing demographics. lack of access to nutritious foods as a factor in preventing better By Kimberly Stohl and Silvia Osante health. Despite the belief among Hispanics that certain lifestyle he Hispanic market for instance choices are keeping them from accounts for more than 50% of the being healthier, only six in ten TU.S. population growth over the Hispanics who believe they last 10 years, indicating a key opportuni- engage in an unhealthy behavior ty for marketers to effectively engage and have attempted to change it or change health outcomes and bottom line give it up. impact. However, much of current mar- Awareness and education are keting and engagement efforts reflect a still essential elements for driving dated and homogenous framework in Hispanic health; however the need of cultural context and consumer availability of information is not insights that are essential to inform enough to trigger health changes. impactful health programs. According to the Health To effectively connect with the Barometer, aspiration and social Hispanic community and leverage an influence play a vital role in moti- The 2011 Edelman Health Barometer polled 15,000 resi- untapped opportunity to build trust and vating Hispanics to make positive dents in 12 countries to reveal factors influencing market share, pharmaceutical marketers health behavior changes. health-related decisions. The top chart indicates are charged with addressing cultural real- “Making a personal commitment unhealthy personal choices take precedence over bar- ities, needs and preferences to build pro- to change,” “physical appear- riers to health access among Hispanics. According to gramming that resonates with this grow- ance” and “benefiting family and the bottom chart, Hispanics are also less likely to attempt a health-related behavior change. ing and vital audience. loved ones” were noted as top To successfully achieve this, marketers motivators. Source: Edelman Multicultural. need to adapt their traditional marketing Challenges of “sticking with it” model to encompass tactics that truly Also noted in the Health reach the community, such as customiz- Barometer, nearly half of the two this as an opportunity to build cultural ing media strategies to be inclusive of in- thirds of Hispanics who attempt behav- competence and ensure positive brand language and culturally-relevant media ioral change relapse. This reversion is engagement to influence health out- outlets. due to engagement factors and not access comes. Among Hispanics, social interac- With the goal to provide insights and limitations, as is the common miscon- tion is crucial to reversing unhealthy context, and driven by a current gap in ception. For example, 33% of respon- behaviors and sustaining healthy activi- Hispanic health conversations, the dents relapsed to unhealthy behaviors, ties. Strategies that acknowledge and Edelman Health Barometer, an annual such as overeating and smoking, because incorporate Hispanic’s strong social con- worldwide survey on health attitudes and either they did not enjoy their new nections as well as innovative engagement trends, deployed a holistic approach to lifestyle, they no longer cared about the tactics that provide a surround-sound understand behaviors and action triggers original reason that led them to change effect of social support to make healthy among the U.S. Hispanic community. their conduct, or they did not experience alternatives appealing are more likely to The survey was particularly interested the intended benefits from their behavior drive consistent action. in understanding the more acculturated adjustments quickly enough. An organization’s or brand’s ability to Social engagement is solution Hispanic health perceptions and behav- provide accessible information and cultur- iors as the bulk of U.S. growth is driven In 2014, an estimated nine million ally-sound programming can only demon- by second and third generation Latinos. Hispanics (of 34 million Americans) strate authenticity, build trust and drive It’s not just about access will have access to healthcare. With this true health impact for the Hispanic com- While it is widely believed that the new influx of healthcare eligible munity and the country as a whole. leading barrier for health awareness and Americans, the market will widen sig- Kimberly Stohl & Silvia Osante are with action is access, the Health Barometer nificantly. Health marketers can seize Edelman Multicultural in New York.
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REPORT Communication key focus of sexuality conference The second annual Momentum conference brought together educators, bloggers, sex workers, activists and students to discuss how the growth of online communication has given rise to new forms of expression, sharing and learning and the ways that this new media can be used to bridge the dichotomies our culture creates around sexuality.
By Abby Rose Dalto fiction. Many of the 40- plus sessions cover- he focus of Momentum (momen- ing a wide range of tumcon.com) was on new media’s viewpoints on sex- Tinfluence on sexuality, feminism uality, addressed and relationships. The conference, issues related to the which took place March 30-April 1 at Internet and the the Crystal City Marriott in Arlington, media. Topics VA, was co-organized by two self-pro- ranged from how to claimed “soccer moms-turned-sex blog- talk about sex in the gers,” Dee Dennis and Tess Danesi, and mainstream media promoted entirely via social media. to using the Internet “Using social media allowed us to to provide access to have a $0 marketing budget the first scientific studies year,” said Dennis. “Social media has about sex to eti- From left to right: Dee Dennis, Momentum Co-Organizer; Dr. Joycelyn allowed the explosion of sex ed and quette tips for Elders, former Surgeon General of the U.S. Public Health Service; and sexuality information. Typically in the online communi- Tess Danesi, Momentum Co-Organizer. past it was very difficult to get old form ties. media such as print, radio or television “Originally the Photo by Reid Mihalko of ReidAboutSex.com to do anything on sex ed or sexuality. tag line of Social media’s lack of restrictions has Momentum includ- advertising revenue, however they can allowed people such as us to have ed ‘new media’ but we stopped using that be hesitant to embrace sex-related or access to promoting and publicizing this after the first year because it was no longer “adult” industries. type of conference.” ‘new’,” said co-organizer Dennis, “It’s always fun to talk about the In addition to organizing the confer- “Everyone we knew used email and some media,” said Gross, whose clients have ence and running Tied Up Events form of social media, such as Twitter or included Sasha Grey, Penthouse, and (tiedupevents.com) together, Dennis Facebook.” The AVN Adult Entertainment Expo. and Danesi also edited an anthology of “Momentum actually inspired me to “We see changes every day in the dis- selected essays from Momentum’s pre- start a Twitter account in the weeks cussion of sexuality,” he said, “confer- senters, now on sale at Amazon.com. leading up to its inaugural conference in ences like Momentum and the upcom- “In just two years, Momentum has March 2011 — and I’m glad I did,” said ing CatalystCon in Long Beach in evolved from an idea to a nationally- Comella, who has written extensively September provide the right forum for known conference with attendees and about sexuality and culture. “Through these important topics.” speakers from diverse fields within sex- Twitter I’ve discovered an online net- Woods, who writes at uality and sexual health,” said Stef work of academics, educators and CityGirlBlog.com, participated in a Woods, women’s health advocate, uni- activists who are deeply committed to panel discussion on the interplay versity professor and attorney. changing the cultural conversations that between sex, sexuality and social “Momentum’s organizers effectively we have about sex, advocating for com- media. “The web is saturated with refer- utilized social media to help spread the prehensive sex education and mobiliz- ences to sex, sexuality and sexual word about the conference and educate ing for sex worker rights, for example. health, and yet, there is limited concrete others — both onsite and online.” Momentum helps facilitate a sex posi- information about the intersection of The conference’s presenters and pan- tive community that continues to thrive sexuality and social media. With that elists included a wide spectrum of long after the conference ends.” said, we do have the ability to reflect “mainstream” and “alternative” experts, Momentum attendees communicated on on: 1) what role social media has played such as Lynn Comella, Women’s Twitter using the hashtag #mcon. in our lives up until this point; 2) how it Studies professor at the University of Brian Gross, President of BSG Public influences our sexuality; and 3) what Nevada, Las Vegas; Logan Levkoff, Relations (bsgpr.com), led a session information we feel comfortable con- PhD, recognized expert on sexuality entitled “Sex and the Media: Who veying via social networks,” she said. and relationships who frequently Wins?” in which he discussed the “Social media requires participation and appears on mainstream television; “love/hate” relationship between sexu- Sinnamon Love, adult film star, and ality and media. The media often use Rachel Kramer Bussel, author of erotic sexuality to increase ratings, sales and Continued on next page
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two-way communication. With respect politics led by Lara to our sexuality, there are potential Riscol, journalist repercussions if we share personal and speaker, Esther information on a social network or other Perel, couples thera- online space. The fields of sex, sexuali- pist and author of the ty and sexual health will continue to international best- intersect with social media in the years seller “Mating in to come. It is our choice, however, as to Captivity,” and Dr. whether we wish to observe or partici- Joycelyn Elders, for- pate in it.” mer Surgeon General She continued: “What’s going on out of the U.S. Public there, we can’t control, but we can con- Health Service under trol what we put about ourselves online President Clinton. … what we’re doing personally and Despite America’s professionally to control our reputation, hyper-sexualized our online presence, our personal consumer culture, brand.” the practice of polic- Attendees and presenters at the second annual Momentum conference. Although social media was a large ing and demonizing sexuality is still focus of the conference, sex and rela- Photo by Reid Mihalko of ReidAboutSex.com tionship expert Reid Mihalko prevalent in our soci- (ReidAboutSex.com) pointed out the ety. So many of value of connecting in real life. “In today’s hot button “When asked about it, I felt that as today’s ever morphing Social Media political issues are tied to sexuality — your Surgeon General ... I didn’t want Age where you can have 5,000 friends abortion, LGBT rights, contraception, to lie, and I felt that it was a normal part and reach millions more on Twitter, now pornography, prostitution, sex education, of human sexuality,” Elders told an more than ever, the power of shaking a and “family values”. audience of more than 350. “I also felt physical hand and making eye contact Dr. Elders discussed her lifelong mis- that at the time, the studies were show- in the same room with another is more sion of changing the sexual status quo ing that 80-plus percent of men mastur- important and powerful than ever. and progressing the conversations we bate, 70-plus percent of women mastur- Events like Momentum have an added have about sex in America. She sug- bate… and the rest lie,” she joked. power in the relationships and peerman- gested that we, as a country, “stop wor- “Why not talk about it? Why not be ship that’s generated off the stage,” he rying and wasting our efforts on pre- honest with our bright young people? said. “You get to interact with actual venting sex and start trying to prevent They know we’re lying. So it’s time we people in non-online space, where the STDs, HIV, and teenage pregnancies,” start being honest.” power and the juice is. And as shakers and stressed the importance of honest, The closing keynote was open to the and movers, as leaders and messengers, comprehensive sex education. “If we general public for a $10 donation which there’s no greater place to establish and don’t educate our young people and be went towards establishing the Dr. deepen promotional and collaborative honest with them, teach them responsi- Elders Chair in Human Sexuality at partnerships.” bility, how can we expect them to real- University of Minnesota Medical “One of the best things about ly be responsible?” she asked. “The School, the first ever chair on sexual Momentum, I think, is its ability to best contraceptive in the world is a education. attract a diverse cross-section of sex- good education.” Dennis, who has said that she is com- positive presenters and attendees,” mitted to “taking the conversation raved Comella. “I love that there are “The web is saturated with references to sex, about sexuality offline and into the real sexuality scholars, sex educators and sexuality and sexual health, and yet, there is world”, is also organizing a similar activists, sexologists and sex workers limited concrete information about the intersec- conference in Long Beach, California, all in one place, for one weekend, lis- tion of sexuality and social media ... The fields called CatalystCon (catalystcon.com). tening and learning from each other. of sex, sexuality and sexual health will continue “I saw a need for a conference such as That kind of cross-pollination, in any to intersect with social media in the years to this and was unable to find one,” she field, is rare.” come. It is our choice, however, as to whether said. “Considering the response we got Woods agreed. “I teach a class on we wish to observe or participate in it.” in the first year I would say we were on Sexuality and Social Media at American the mark. Now with the announcement University and many of my students — Stef Woods, women’s health advocate & attorney of my new west coast conference volunteered at Momentum,” she said. CatalystCon and the response so far “The weekend provided them with valu- I’ve received, including financial back- able insights into the ever-changing She also spoke candidly about the ing through sponsorships by companies field of human sexuality and great net- 1994 United Nations conference on such as Masque, I am seeing once again working opportunities with authors, AIDS at which she was asked whether how very much there is a need and a advocates and scholars.” masturbation might be successful in market for this type of conference, The closing keynote plenary, “Sex in preventing riskier sexual practices. Her especially with the upcoming election America: Changing the Conversation reply, “I think that it is part of human and debates on such important issues as Beyond Smut and Sanctimony,” was a sexuality and perhaps it should be birth control.” thoughtful and provocative conversation taught,” led to a controversy that result- CatalystCon will take place about sex, pleasure, health, religion and ed in her removal from office. September 14-16.
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Profiles
O’Dwyer’s Guide to: MULTICULTURAL PR FIRMS
6.12
of buying power in the U.S., and acknowledged as experts in the marketing to U.S. Hispanics has Asian and Hispanic American become essential for many com- communities having won three panies to meet their business awards for our research. ISA has objectives. One size does not fit offices around the USA, Canada all for this diverse and evolving and India with three telephone community, however. Hunter centers and two focus group Public Relations’ Hispanic facilities in Los Angeles. We are Strategies and Solutions depart- the co-owners of the Asian ment is dedicated to helping our American Marketing Report, a large national consumer prod- one-of-a-kind, ongoing syndi- ucts clients segment these key cated survey that compares the consumers, develop traditional, Chinese, Korean, Vietnamese, social and digital media-based Filipino, Indian, Hispanic and programs to reach them, and African American communities create culturally relevant con- with the general population. tent that will resonate with them. LATIN2LATIN Hunter Public Relations has worked with Ketel One Vodka to part- As a division of one of the ner with Hispanic organizations in the entertainment industry. The most recognized mid-sized MARKETING + brand sponsored the NALIP (National Association of Latino firms in consumer marketing COMMUNICATIONS Independent Producers) National Conference and supports Cinema communications, Hunter PR’s Tropical, a nonprofit committed to showcasing Latin films and film- Hispanic Strategies & Solutions makers in the U.S. It also hosts events leveraging Hispanic filmmak- group offers a full roster of 333 N. New River Drive East services to reach Hispanic con- Suite 1200 ers through film screenings in New York City. Shown here, guests Fort Lauderdale, FL 33301 at a Cinema Tropical post-screening reception co-hosted by Ketel sumers, such as basic transla- Direct: 954/235-0939 One and the MoMA. tion, targeted media relations, Headquarters: 954/376-4800 social media marketing, influ- encer seeding, celebrity rela- Arminda “Mindy” Figueroa, tionships and large-scale con- Founder & President sumer events. mall intercepts, door to door CREATIVE interviewing, mystery shops, Five years ago, I launched store audits, and computer capa- INTERVIEWING Latin2Latin Marketing + CONSUMER bilities available. Bilingual inter- SERVICE OF Communications (L2L), a bou- RESEARCH viewing, moderators, and transla- tique Hispanic agency that tors are available. CCR also AMERICA offers clients quick to market offers project management for solutions with an eye toward 3945 Greenbriar Drive multiple city projects. Over 20 ROI. Stafford, TX 77477 Corporate Headquarters With offices in New York years research experience within 15400 Sherman Way, 4th Floor 281/240-9646 City and Fort Lauderdale, L2L Fax. 281/240-3497 the Hispanic/Latino community. Van Nuys, CA 91406 [email protected] 818/989-1044 bridges the gap for general mar- www.ccrsurveys.com HUNTER PUBLIC [email protected] ket companies targeting Latino www.isacorp.com consumers as well as Latino Patricia Pratt, President RELATIONS organizations seeking to widen Michael Halberstam, President their audience. Because of our With offices located in ethni- 41 Madison Avenue, 5th Flr. depth of experience and portfo- cally diverse cities of Houston New York, NY 10010 Founded in 1982, lio of capabilities, we provide and Phoenix, CCRT offers com- 212/679-6600 Interviewing Service of clients with a powerful, 360 plete field service covering [email protected] America (ISA) has become one degree marketing communica- Texas, Arizona and the surround- www.hunterpr.com of the largest market research tions strategy that includes everything from business devel- ing areas. Large conference-style , Managing Partner data collection and processing Grace Leong opment and public relations to focus group rooms with one-way Gigi Garcia Russo, Partner firms in the US. To date, we mirrors and large client viewing Annette González-Malkin, Vice have conducted Quantitative social media outreach and tal- rooms. Taste tests, telephone President, Hispanic Strategies & and Qualitative multicultural ent management among others. interviewing, executive surveys, Solutions and multilingual research proj- Over the years, our client ects in 67 languages, world- roster has grown to include View and download profiles of hundreds Hispanics are now the largest wide. Industries served include such leading organizations as: of PR firms specializing in more than a minority group in this country. Automotive, CPG, Healthcare, The Mount Sinai Hospital; UBS; Kindercare, Scholastic, dozen industry areas at: This segment — one out of fast food, entertainment, radio and TV advertising, public rela- among others. We’re pleased www.odwyerpr.com every six Americans and grow- ing — holds one trillion dollars tions and universities. We are to be celebrating our 5th
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PROFILES OF MULTICULTURAL PR FIRMS
anniversary and we continue to ook/sourcebook_companies) is live by our motto, “happy cus- continually updated with pro- tomers equal loyal customers.” files of other multicultural mar- Learn more about us at keting and PR experts. You can www.latin2latin.com join the online directory at www.multicultural.com/sourceb MULTICULTURAL ook/get_listed. For marketing executives, we MARKETING provide information on reaching RESOURCES multicultural and lifestyle con- sumer markets, as well as con- tacts for potential partnerships. 150 West 28th St., Ste. 1501 We write presentations on mul- New York, NY 10001 212/242-3351 ticultural marketing/diversity, Fax: 212/691-5969 create reports on best practices www.multicultural.com in your industry and others, deliver seminars/training ses- Lisa Skriloff, President sions with guest speakers to your marketing staff and plan Multicultural Marketing events. We help companies with Resources, (www.multicultural.com) expertise in marketing to ethnic is a premier multicultural and consumers gain visibility PR consulting firm. We work among executives at corpora- with corporations, PR firms and tions who oversee multicultural mainstream & ethnic media marketing budgets and journal- journalists and specialize in ists who seek diverse sources. promoting multicultural market- We connect our clients with ing & diversity news. Lisa ethnic, mainstream and trade Skriloff, formerly of the New press looking for sources for York Times and Caballero Black History Month, Women’s Spanish Radio, founded the History Month, Asian Pacific company in 1994. American Heritage Month, and Our clients are the nation’s Hispanic Heritage Month, as leading PR and communication well as for year-round coverage Lisa Skriloff, President of Multicultural Marketing Resources, Inc. firms who specialize in market- of a diverse America. We also ing to cultural and niche mar- provide the press with demo- kets, including Hispanic, Asian graphic information and American, African American, insights into best practices and munications, cultural audits, soned, RL Public Relations + women, people with disabilities trends. research, media relations, blog- Marketing (RLPR) is a leading, and GLBT consumers. We also ger outreach, consumer aware- bicoastal independent Hispanic work with PR departments at OPEN CHANNELS ness, graphic design, digi- PR agency in the United States. corporations to help them get tal/social media and message Founded by Roxana Lissa in the word out about their multi- GROUP development. 1996 when Hispanic marketing cultural marketing and diversity Clients include: Cook was just becoming a consider- news. 101 Summit Ave., Suite 208 Children’s Health Care System, able business opportunity in the Our free email newsletter, Fort Worth, TX 76102 Fleishman-Hillard, Freese & U.S., RLPR specializes in MMRNews (sign up at multi- 817/332-0404 Nichols, Inc., HNTB Corporation, developing and driving ground- cultural.com/mail_list_sign_up) Fax: 817/531-1520 Main Event Entertainment. breaking, strategic marketing is distributed to two audiences: [email protected] communications programs for multicultural marketing indus- www.openchannelsgroup.com RL PUBLIC its stellar roster of clients. The try professionals and journalists agency is known for creating and offers news and information Tonya Veasey, Malizy Scruggs RELATIONS + campaigns that are built on rele- of interest to marketers target- and Chris Turner, Principals vant Hispanic cultural insights, ing ethnic consumers. MARKETING (RLPR) and not based upon generaliza- MMRNews is a great busi- Open Channels Group (OCG) tions. These communications ness development and market- is a full-service public relations 11835 W. Olympic Blvd. programs are fully integrated ing tool for those companies agency specializing in public Ste. 1155E and encompass all of the tactics looking to get in front of corpo- participation, multicultural and Los Angeles, CA 90064 necessary to connect with and rate and agency marketing and digital communications. As one 310/473-4422 motivate the diverse Latino advertising professionals han- of the largest minority-owned Fax: 310/473-5833 population in the U.S. through public relations agencies in [email protected] grassroots mobilization, media dling multicultural budgets as www.rlpublicrelations.com well as reporters. You can submit Texas, OCG values collabora- relations, social media engage- your news for distribution at multi- tive partnerships with its ment, events and community clients. 27 West 24th St., Ste. 901 cultural.com/services/mmr_news. New York, NY 10010 outreach. Sportivo, RLPR’s We also publish an annual OCG combines forward- 212/206-8668 Hispanic Sports division, helps directory “The Source Book of thinking strategies and deep Fax: 212/206-8778 brands engage and connect with Multicultural Experts,” with audience understanding to help [email protected] the dynamic Latino sports fan. profiles of multicultural PR and clients connect with diverse RLPR and Sportivo’s current communication companies. The communities and markets Roxana Lissa, CEO client roster includes Nike, book’s online equivalent, across the U.S. in a culturally Melissa Smith, Executive VP Ford, Delta Air Lines, The Getty Experts Directory (available at relevant way. Museum, GOT MILK? and The www.multicultural.com/sourceb Services: multicultural com- Creative, strategic and sea- National Honey Board.
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OPINION Professional Development Proposed PRSA testimony Second, we, in public relations, focus By Fraser Seitel public information specialists, public on explaining the “why” of an issue. affairs professionals, and a variety of Why this government initiative at this other names — all performing some time? n February, Sen. Claire McCaskill, manner of public relations activities. Why does this make sense? D-Mo, and Sen. Rob Portman, Your own congressional and political Why should the country go down this IR-Ohio, launched an investigation staffs, of course, are packed with indi- road? of 11 government agencies with a viduals serving in public relations roles Why will this law be in our long-term request for informa- — authoring and disseminating news best interests? tion on contracts for releases, engaging social media, pro- The “why” is a question that “PR, publicity, adver- moting events, drafting speeches, etc. Americans beg to be answered but that tising and communi- Indeed, the hypocrisy attached to gov- often gets lost in the endless posturing cations services.” ernment banning the term “public rela- and finger-pointing that sadly colors The U.S. govern- tions,” while so many government much of our public debate. ment should embrace workers engage in its practice would Healthcare reform, on which the PR, rather than constitute a worthwhile hearing topic in nation, according to most polls, is split castigate it. itself. But that is an issue for another right down the middle — is a good Fraser P. Seitel has Here is what PRSA day. example of a law where people need to been a communications Chief Gerry Corbett Today, we are engaged in examining know “why” it is the right legislation at consultant, author and teacher for 30 years. He should tell the Senate. the merits of hiring public relations for the right time. is the author of the Sen. McCaskill, government projects. And “merits,” Third, hiring public relations interme- Prentice-Hall text, The Sen. Portman, dis- there are. diaries ensures “disclosure.” Practice of Public tinguished represen- First, our primary role in public rela- Public relations practitioners are, at Relations. tatives of the Senate tions is as “interpreters.” Our job is to base, professional communicators. We Subcommittee, my explain — in common language — the are biased toward communicating; name is Gerard Corbett, chairman and meaning and intent and rationale of an toward disclosing information, rather CEO of the Public Relations Society of initiative. than withholding it. America. In the case of the government, public With respect, such an inclination to It is my honor to represent the public relations representatives are hired to share information and make it public is relations industry today to explain to the “translate,” if you will, the legal lan- precisely what our government needs to subcommittee the benefits and value guage of legislation into words and refortify its standing with the American that communication professionals pro- ideas that ordinary citizens can under- public. I need not remind this informed vide in keeping the public informed stand and assess; in other words, to give group that the “credibility” of our about relevant matters of public interest. the legislation clarity and context. Congress has never been more at issue. Rather than adopting a hostile or argu- In that context, Fox News in May Democrat and Republican opinion polls mentative tone — suggesting, for exam- quoted an “anonymous aide to Sen. may not agree on much, but they all ple, that this inquiry is the result of elec- Portman,” who said this investigation reveal that the state of Washington tioneering to confront an industry would “probe the administration’s use politicians in the eyes of the public has deemed to have too much influence — I of taxpayer-funded spin” on such areas never been lower. will attempt today to lay out, in dispas- as healthcare reform. Notwithstanding What is needed to restore credibility sionate and constructive language, why what I’m certain was an unintentional is disclosure, transparency, open and the actions of communicators serve an and unauthorized attempt to politicize honest communication; in short, exact- indisputable societal purpose. this noble process — there are areas ly what we seek to provide as public First, let me acknowledge that the rela- such as healthcare reform, which are relations professionals. tionship between government and the precisely why public relations inter- Finally, distinguished members, we public relations business has traditional- preters are needed. have no illusions that public relations ly been a sensitive one. The term “pub- As you all know, the healthcare bill counsel presents a panacea for govern- lic relations” itself is barred from use by itself was a 1,200-page piece of legisla- ment. Our industry has, itself, been government agencies. This traces back tion that most members of Congress, embarrassed by recent revelations of to the Gillette Amendment of 1913, including the Speaker of the House at unethical practices by public relations when the Congress, worried about the time, admitted they didn’t even agencies representing government and unlimited presidential power, deemed it read. Now if the Congress which business interests. illegal for government to use appropriat- passed the legislation didn’t read it, cer- All of us make mistakes, and the pub- ed funds “to pay a publicity expert.” tainly the American people deserve lic relations business is no exception. The law was stiffened several years some interpretation — not to mention, But in the main, public relations works later, and today no government worker demystification — of what, exactly, is to educate and inform, communicate may be employed in the “practice of in this bill that, if sustained, will control clearly and transparently, and ultimate- public relations.” an important aspect of their lives for ly seeks to do the right thing. In reality, of course, this is hypocrisy. years to come. Rather than castigating the practice of In point of fact, the government employs Public relations people will provide public relations with political witch thousands of communicators — dubbed that interpretation. hunts, government should embrace it.
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Guest Column Ignoring PR savvy for youth By John Berard than a beat; they are leaving money on changed. the table. Senior and savvy PR professionals And technology is no bar, either. When PR firms post ads seeking with the insight that comes from years There is a reason the average age of new staff, they invariably cite a of service are clearer-eyed in their gamers continues to rise, the expansion Trequired number of years of expe- desire to make a contribution without of social networks is accelerating faster rience. What seems increasingly clear is worrying about building a career. among older age groups and new tech- that when the ad sets a What’s happening now is more impor- nologies like Near Field Communication target of, say, “five or tant than what might happen next. have a chance to gain a payments more” years of expe- Titles have become less about ego and foothold. My friends are all playing, in rience, they really more a sign post for clients. Salaries are contact online and carrying smart mean “not much now more important for well-being phones. more.” than as a unit of competitive measure- In fact, everyone with the kind of In the spirit of full- ment. And the goal is good work, not energy, understanding and network of disclosure, after a 35- some destination over the next hill. contacts that agencies prize are among year career at PR This adds up to a great opportunity for the most active in and aware of the firms large and small, agencies — and for all those profes- effect of new technologies. Even better, John Berard heads three years ago I sionals with a lot more than five years’ they are less likely to be distracted by San Francisco-based chose to start my own Credible Context. He is experience. the newest bright, shiny digital object the former CEO of adver- consultancy as a sole More than a product of a tough econ- and keep a sharp focus on telling the tising software start-up practitioner. Others of omy, these changes are the result of a story. Rabio Corporation. my industry contem- record of achievement, a sense of per- Agencies willing to listen to the stories poraries when con- spective and an understanding that rep- my friends are capable of telling could fronted with the need utation is personal, not a by-product of find themselves with a competitive to search for a new job have chosen a more a business card. By ignoring this signif- advantage because account teams built to traditional road; one paved with resumes, icant shift in the expectations of people maximize capability rather than mini- recruiters, networking and interviewing. who’ve already earned their varsity let- mize management headaches can help Most are still enroute. ter in PR, agencies are missing more win and keep clients. Their experiences have led me to an insight. A profession dependent on moving quickly and effectively on behalf of clients confronting new mar- kets or challenges to their reputation is shying away from people who may be among those best able to get that job done. It is understandable, but it is not defensible. It is understandable for two reasons. First, it is a legacy of an industry long uneasy about managing the career expectations of staffers with widely dif- ferent capabilities and changing demands. People at the same level, making the same money and who are (mostly) the same age are easier to manage. As the agency world churned through Baby Boomers, Gen Xers, Gen Yers and Millennials, each with their differ- ent demands, equalizing experience became one of the few strategies for peace and quiet in the workplace. Second, it is a reflection of agency anxiety over how to respond to the incredibly fast, non-stop digital and social media transformation of the com- munications universe. Young media, they seem to be saying, is the natural province of the young. Neither view is defensible; because they ignore the ways we have all
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OPINION Opinion Financial writers’ inaction emboldens PR Society By Jack O’Dwyer A campaign of defamation was al, unlimited copyright to the hour and 40- launched by VP-PR Arthur Yann and PRS minute presentation in return for featuring members on the Society’s own website, e- him at the 1993 conference in Orlando. he O’Dwyer Co.’s campaign to mails to Ragan, Advertising Age, PR This contract came out early in the suit. break the PR Society’s boycott Watch, Lucy Siegal’s blog, thegoodthe- PRS videotaped the presentation with Tagainst us has won the support of badthespin blog and others that called me two cameras and was going to offer it for New York State Senator Liz Krueger, the “a pig,” “unhinged,” “a scoundrel,” “flat- sale as a feature of its library. My revela- National Press Club, and PR Watch. out liar,” and one who “acts on warped, tion of the unethical nature of the practices However, on the sidelines in this battle false and misleading information.” described resulted in PRS never offering it is a group of journal- Senator Krueger (D-NY) took about one for sale. Rotbart also cancelled a planned ists I have belonged day to decide that the PRS boycott was 30-city tour of his presentation. to for 50 years: the improper and sent a letter May 9 to I shared all my notes with NYT media New York Financial Murray saying it was “deeply concerning reporter William Glaberson. I wanted as Writers Assn. given your status as a tax-exempt industry many journalists as possible to know what The silence of our trade association.” Rotbart was saying about them. fellow reporters no Staffers in Krueger’s office said PRS’s Glaberson wolfed down what I told him doubt has embold- response was to send a package of “mate- and wrote 926 words, almost a full column. ened PRS to the point rials” about me by bicycle messenger. He called up Business Week Editor Stephen Jack O’Dwyer where it not only Krueger stuck by her opinion in which she Shepard and quoted him as saying about refuses to answer any “wholeheartedly” seconds the statement of Rotbart: “This guy passes himself off as an of our questions (or the NPC. independent media critic. He’s not. He is the same questions put to them by four NYFWA has long record of ducking serving the PR community and is present- PRS Fellows), but where it had guards sta- NYFWA’s current silence is no surprise. ing a cynical and highly warped view of tioned in front of last year’s Assembly, the My first disappointment with NYFWA the major news organizations.” exhibit hall, and all conference sessions to came in 1994 when NYFWA member Glaberson mistakenly wrote I made a block our entrance. Dean Rotbart sued me personally and the “secret tape” of the speech. Actually, I was Requests for help against the boycott O’Dwyer Co. for $21 million, charging I a PRS-credentialed reporter with a press have been sent to 2012 NYFWA President libeled him with an erroneous transcript of badge and Rotbart acknowledged my pres- Richard Wilner of the New York Post as his speech to the 1993 PRS conference, ence at one point. I went to the front of the well as board members Pierre Paulden of forced him to cancel a 30-city tour of his room and took a number of pictures includ- Bloomberg, Conway Gittens of Reuters “Newsroom Confidential” workshops, ing those of two crews who were making and Robert Kozma of Dow Jones and subjected him to “unfair competition.” videotapes. All the stories I wrote were Newswire. No response has been received. What I reported was that Rotbart checked with a law firm to insure quotes It is illegal to give admittance to some described the influence of ads and news were kept to a minimum and copyright was reporters and not others. Other PR trade tips on news coverage. A former Wall not violated. reporters were allowed to all the plenary Street Journal reporter and graduate of the NYFWA Ducked on Rotbart Suit PRS conference sessions. Blocking me Columbia J School, he said WSJ staffers The NY chapter of the Society of while admitting them was a violation of knew about the illegal activities of Ivan Professional Journalists supported the Americans with Disabilities Act, Boesky, who later went to jail on various O’Dwyer Co. in the suit. Attempts to inter- which says equal benefits must be provid- charges, but did not report them because est NYFWA in the Rotbart suit went ed at a public accommodation to everyone Boesky gave the reporters so many valu- nowhere, although the Deadline Club regardless of whether they have disabili- able news tips. (New York chapter of SPJ) headlined: ties or not. Rotbart wondered if certain Fortune “Deadline Club Supports Jack O’Dwyer This writer’s complaint to the U.S. magazine writers were buttering up in Lawsuit.” Justice Dept. because of our treatment at famous CEOs in hopes they would be Media including the American the 2011 conference is still being consid- hired to do bios on the CEOs. I sent writ- Journalism Review reported extensively ered. ers at Fortune and other business publica- on the lawsuit. AJR, in a full-page editori- Boycott delivered in person tions who were mentioned by name large al, called the suit “serious business, and Confident of the silence of NYFWA as sections of the speech because they want- may well make new law.” well as the Society of Professional ed to see in what context they were men- The New York Law Journal, covering Journalists, PRS COO Bill Murray and tioned. the O’Dwyer victory Feb. 7, 1995, made it 2010 Chair Gary McCormick came to my Rotbart’s description of tips and ads the top middle story on its first page with office on March 19, 2010 and told me for being keys to editorial placements was the headline: “Fair Use Exception Allows about an hour that I was too reprehensible right on target. The only problem was that Excerpting of Rival’s Speech.” a figure to deal with. the PRS code specifically forbade the use In tossing all the charges against me When I demanded to have the charges of ads or tips as levers to gain coverage. personally and the O’Dwyer Co., New against me spelled out, Murray and 2011 Rotbart was describing, but not advocat- York Superior Court Judge John Martin Chair Rosanna Fiske published 23 pages ing, the use of such tactics. said I was a “good reporter.” More than 30 of them. When I rebutted these charges The last place he should have been giv- PR executives, including Howard one by one on their website, the discussion ing his speech was to a PRS audience. He Rubenstein, contributed to an O’Dwyer was shut down. and PRS cut a deal that gave PRS perpetu- defense fund.
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PEOPLE IN PR
the WPP unit’s Global Brand and Pulitzer as part of the team the covered the Occidental adds Consumer Marketing Practice. World Trade Center bombing in 1993. Petroskey to team At F-H, Stevenson was day-to-day man- Faison, who lived and worked in China ager of Tourism Australia, where she did for a dozen years, was Shanghai Bureau red carpet events and staffing for its Chief for the NYT and covered the ale Petroskey, who headed the “G’Day USA” program. Tiananmen Square uprising while at the National Baseball Hall of Fame South China Morning Post. Dand led marketing for the Texas Applied’s Clabo to head Gabriel Jaramillo, who assumed the Rangers, has moved to Occidental fund’s helm in February, believes Faison Petroleum as VP of Public Affairs. media relations at HP has the “right background and skills” to Fleishman-Hillard veteran Richard communicate the fund’s investment Kline stepped down as VP of Comms. and oward Clabo, head of communica- strategy. PA for the Los Launched in 2002, the Geneva-based Angeles-based oil tions for Applied Materials, joined HHP to lead corporate media rela- fund is a public-private partnership that and gas giant after tions and executive communications on has spent about $23 billion for programs in four years last year. 150 countries. Petroskey, 56, has May 21. been running his Clabo exited the $10 billion tech giant Dallas-based con- Applied after three years as managing F-H names de Schweinitz sulting shop for the director and head of corporate comms. health chief past two years. HP CEO Meg Petroskey He was President Whitman, the for- of the Baseball Hall mer eBay chief who leishman-Hillard has named Anne de of Fame for more than eight years — took the reins in Schweinitz Senior VP/Managing September after the FDirector of the healthcare group. She including through a minor PR crisis in 2003 — before taking an Executive VP ouster of Leo takes over for Michael Rinaldo, who exited role with the Rangers. Apotheker, tapped the Omnicom unit. Earlier, he worked PA and mission pro- her longtime PR She joined F-H last grams for the National Geographic advisor Henry year after posts at Clabo Society and served in the Reagan adminis- Gomez as chief Hill & Knowlton, tration as an assistant press secretary at the communications Manning, Selvage & White House and assistant secretary for officer in January. Lee and Big Arrow PA at the Dept. of Transportation. Clabo previously led media relations for Group. “Oxy Pete” is the fourth largest U.S. oil FedEx and worked on the agency side at CEO Dave Senay Citigate and Grey Global Group. said in a statement company. First quarter profit hit $1.56 bil- de Schweinitz lion on revenue of $6.27 billion. His team at HP leads global media rela- that clients will ben- Melissa Schoeb, senior director, comms. tions outreach with responsibility for efit from de and PA, was promoted to VP of corporate developing an overall integrated commu- Schweinitz’s “deep experience in this sec- comms. She joined the company in 2007 nications strategy. tor, her proven ability to build global teams after a stint as senior VP and senior partner Clabo’s unit will also provide strategic and capabilities, and her outstanding client at Fleishman-Hillard. counsel to HP executives for external and account management skills.” communications. De Schweinitz is relocating from New York to London and will report to F-H’s Stevenson to B-M Sitrick’s Faison to AIDS John Saunders, President of the EMEA group. ichelle Stevenson, who was group Senior VP and Global Co-chair Burkhart named Mof Fleishman-Hillard’s eth Faison, head of Sitrick and Entertainment Group, has joined Burson- Company’s New York outpost, has Hoffman GM Marsteller in Los Sbeen named Communications Angeles. Director at the Global Fund to Fight AIDS, he Hoffman Agency has named As Managing Tuberculosis and Malaria. Steve Burkhart General Manager/ Director of B-M’s The Pulitzer Prize- TNorth America for the high-tech Consumer and winning New York shop with $9.1 million in 2011 fee income. Brand Marketing Times veteran shift- He’s a veteran of Weber Shandwick and Practice, she is to ed to Sitrick in Los Edelman. Burkhart served in Edelman’s expand client rela- Angeles in 2006 and Seattle office, handling B2B and con- tionships via spon- Stevenson moved to New York sumer tech accounts. He co-founded the sorships, celebrity the following year. Portland outpost of the No. 1 independent spokespeople, spe- Faison is taking a firm. cial events and media relations. one-year leave of At the Interpublic operation, Burkhart Assuming command of the Saban absence from S&C. Faison counseled Microsoft and became a top Brands U.S., San Diego Zoo and Konami At the Times, he leader of its clean tech team, managing accounts, Stevenson will report to Lisa reported on Wall Street, legal affairs and teams in New York, Seattle, San Francisco Travatello, Creative Director and Chair of Asian organized crime and won the and Portland.
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WASHINGTON REPORT Navy gives Lockheed Martin big social media pact
he Dept. of the Navy has awarded a unit of Lockheed Martin a $9 million, three-year contract to develop a sys- Ttem to “process” news forums, blogs social media and other online data in order gauge sentiment and analyze the infor- mation. The pact is between the Naval Warfare Systems Center Pacific and Lockheed Martin Information Systems and Global Solutions and is an expansion of existing Lockheed technology called WISDOM focused on web data. According to a procurement notice, the effort will “mature the state of the art in social media collection, analysis and predictive modeling,” and conduct experiments with military operations in Board, as press secretary to head media relations. It has also the Philippines analyzing violent extremism, among other tenets. added Fleishman-Hillard vet Michael Lewan as a public The project was not put out for bids as the Navy says no other affairs associate. source is currently capable of providing the required technology Gasoline is blended with a maximum 10% ethanol under and bidding would delay for as many as 18 months. IBM was federal regulations, a share the industry is trying to expand to among a handful of vendors expressing interest in the assignment 15% for all vehicles under a waiver push known as E15. when the Navy asked for input. The moves cement the ethanol sector’s PR team ahead of The WISDOM system was developed over four years by LM the 2012 presidential election. and enhanced by the Defense Advanced Research Project Agency under a $27 million contract with an outside vendor, LM Advanced Technology Laboratories. Japan gives Podesta $180k pact The Navy said the system is being used in the U.S. Southern Command and Pacific Command. he Embassy of Japan has given Podesta Group a $15,000-per month contract for lobbying and consulting LinkedIn hires D.C. policy group Tservices in connection with legislation and federal gov- ernment policy matters of interests to Japan, according to the contract inked by PG CEO Kimberley Fritts and Hideaki inkedIn Corp. has hired Monument Policy Group as its first Mizukoshi, minister and head of chancery. Llobbyist on Capitol Hill. The one-year agreement allows for the fee to be reconsid- ered if either the Embassy or PG concludes that the “volume The Mountain View, Calif.-based social network is using of the work involved has changed significantly, and that such MPG for general issues regarding the Internet and technology change is likely to endure for several months.” companies. The party receiving such a request “will consider it in good Stewart Verdery, Founder and Partner of MPG, spearheads the faith and determine whether a change is warranted.” LinkedIn work. He served as a top aide for former Oklahoma Prime Minister Yoshihiko Noda met with President Obama Republican Senator now lobbyist Don Nickles. in Washington on April 30. The leaders released a “shared Verdery, who established the Senate Republican High Tech Task vision for the future” statement that hailed the alliance as the Force, also worked for influential Republican lawmakers Orrin “cornerstone of peace, security and stability in the Asia- Hatch (Utah) and the retired John Warner (Virginia). Pacific region.” LinkedIn works with Hill+Knowlton Strategies and Maloney & Fox for PR. Dept of Labor eyes PR vendors Ethanol group recharges PR he U.S. Departments of Labor and Commerce are consider- ing reviews of their media monitoring and press release dis- thanol industry trade group Growth Energy has bolstered Tsemination accounts, respectively. its communications staff with two hires, following the The Labor Dept. said May 16 that is conducting market research Eexit of two public affairs executives. ahead of a likely upcoming RFP process, expected around June 11, Chris Thorne, who led PA for the Washington, D.C.-based for monitoring to support its office of public affairs. organization in two-plus years, decamped for The Beer That federal agency wants a vendor to track at least 200,000 Institute in April. Stephanie Dreyer, a senior PA associate for sources across print, electronic and social media. A contract Growth Energy, moved to the Truman National Security stretching for five years with options is planned. Project in February. The Commerce Dept.’s U.S. Census Bureau, meanwhile, issued The trade group, which counts about 75 producers and a request for information last week for its news distribution efforts 25,000 grassroots supporters of the fuel among its members, to gauge the capabilities of vendors in the field. has brought in Michael Frohlich, who held PR posts at the Census Bureau releases are currently disseminated by PR National Association of Manufacturers National Biodiesal Newswire.
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International PR News F-H directs AMC takeover the brand is sold at high-end stores such as Nordstrom’s. It plans to open outlets in Hong Kong, Singapore and Macau leishman-Hillard is handling media connected to Chinese and a retail/restaurant combination in Tokyo during the next two conglomerate Dalian Wanda Group’s $2.6B takeover of years. FAMC Entertainment Group, owner of nearly half of Rhonda Brauer, who handles the account from B-M’s Los America’s top 50 grossing movie theaters. Angeles office, says the goal is to define the brand for consumers The deal, according to a statement from Dalian CEO Wang “who will embrace the Tommy Bahama lifestyle and state of Jianlin, makes his $17 billion conglomerate the key player in the mind: making life one long weekend.” world’s top two movie markets. It runs 86 theaters with 730 Rob Goldberg is Senior VP-Marketing at Tommy Bahama. screens in China. Kansas City-based AMC has a total of more than 5,000 screens in mostly large metro areas that entertained more than 200 million PB gets Singapore money fund people during the past year. It’s the world No. 1 IMAX operator. Dalian promises to take a hands-off approach to AMC manage- atton Boggs has signed up Temasek Holdings Ltd., which ment once the deal is finalized and expects little impact on AMC’s is Singapore’s sovereign wealth fund with global assets of 18,500-member work force. Pmore than $193 billion. AMC is owned by a private sector group that included Bain The D.C. firm is to counsel Temasek on developments in the Capital, Apollo Global Management, Carlyle Group, CCMP “trans-pacific partnership,” according to its engagement letter. Capital Advisors and Spectrum Equity Investors. PB partners Frank Samolis and Joseph Brand councel Temasek F-H, which is part of Omnicom, has senior VP Jeremy Jacobs under the three-month deal, worth $90,000. The pact is renewable working the U.S. end of the deal, joined by Pamela Leung (SVP, for another three-month period at Temasek’s option for the fixed Hong Kong) and Winter Wright (VP, Beijing) in China. monthly fee of $30,000. Temasek’s North America chief is Gregory Curl. He was BankAmerica’s vice chairman/corporate development and chief B-M guides Tommy Bahama east risk officer before joining Singapore’s investment arm in 2010. In April, Temasek made news by purchasing a portion of urson-Marsteller will guide the international push of Goldman Sachs’ stake in Industrial and Commercial Bank of Tommy Bahama as the upscale relaxed clothing and China for $2.3 billion. Baccessories brand targets Asia for growth. ICBC, one of China’s Big Four state-owned banks, claims to be The Seattle-based unit of Oxford Industries runs 96 retail out- the world’s No. 1 bank ranked by overall profit and market capi- lets in the U.S. — one is slated for Manhattan’s Fifth Ave. — and talization.
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.
Ruder Finn, Inc., New York, NY, registered April 26, 2012 Stedelijk Museum, Amsterdam, to advise on an international publicity campaign surrounding the opening in Sept. 2012 of the expanded and renovated museum.
White & Case, LLP, Washington, D.C., registered April 30, 2012 for Government of the Republic of Singapore, to monitor legislative and regulatory developments on international tax policy for issues of potential concern to Singapore.
Development Counsellors Intʼl, New York, NY, registered May 1, 2012 for Scottish Development Intʼl, to show that Scotland is a country rich in opportunity and is bursting with innovation, talent, education and academic excellence that make it an attractive place to do business.
Patton Boggs, LLP, Washington, D.C., registered May 14, 2012 for Temasek Holdings Limited, Singapore, to provide advice regarding issues relating to the Trans-Pacific Partnership. Lobbying News 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.
Monument Policy Group, Washington, D.C., registered May 18, 2012 for LinkedIn Corporation, Mountain View, CA, regarding Internet and issues related to technology companies.
Drinker, Biddle & Reath, LLP, Washington, D.C., registered May 17, 2012 for Are You Dense Advocacy, Inc., Woodbury, CT, regarding notification of breast density to improve early detection of breast cancer in women.
McGuireWoods Consulting, Washington, DC, registered May 17, 2012 for Cisco Systems Inc., San Jose, CA, regatding advocating measures to enhance and strengthen cyber security.
Elmendorf Ryan, Washington, D.C., registered May 15, 2012 for General Electric, Fairfield, CT, regarding issues and legislation related to taxes.
JUNE 2012 WWW.ODWYERPR.COM 37 Junemagazine:Layout 1 5/31/12 4:37 PM Page 38
To be featured in the monthly Buyerʼs Guide, PR Buyer’s Guide Contact John OʼDwyer, [email protected]
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PR JOBS - http://jobs.odwyerpr.com
Director, PR & Social Media Boston Ballet
The Director is responsible for all public and media relations, web content management, and social media. S/he manages creation and implementa- tion of public relations planning and strategy for internal and external audiences, is the principle media representative to all national and internation- al press, and oversees regional coverage and local media relationships.
The Director is also responsible for the user expe- rience and content on Boston Balletʼs website, www.bostonballet.org, all social media channels including Facebook, Twitter, LinkedIn, and Boston Balletʼs blog Footnotes, plus social media strategy, execution, tracking, and analytics.
The Director manages PR and social media asso- ciates and works in partnership with the entire mar- keting team to fully integrate PR and social media with Boston Balletʼs programmatic and institutional marketing and communications strategies through an integrated campaign approach as directed by Director of Marketing and Communications.
Requirements: •Bachelorʼs degree in communications, marketing, journalism, or related field; Masters degree pre- ferred •7+ years experience in public relations, media relations, and social media
To apply for this position, please send a resume and cover letter to [email protected]. Please include the name of the position for which you are applying in the subject line of your e-mail. No phone calls please.
38 JUNE 2012 WWW.ODWYERPR.COM Junemagazine:Layout 1 5/31/12 4:37 PM Page 39
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