Communications & New Media March 2017 I Vol. 31 No. 3

March 2017 | www.odwyerpr.com

Vol. 30. No. 3 March 2017

EDITORIAL USING COMMUNICATIONS Page Center calls for PR/press TO INSPIRE ACTION cooperation Communications programs that 6 19 make a connection with people can PR JOB SEEKERS HIT compel them to act. BY GOOGLE SEARCHES 10 The results of a hiring manager’s online search can bar a marketing 8 GETTING SOCIAL WITH pro from a prospective job. INVESTOR RELATIONS Social media is standard with 20 consumers and business market- FOOD MARKETING BEING ers, but lags in investor relations. REVOLUTIONIZED The dining and media habits of Mil- lennials are affecting how products 9 and services in that industry are be- A TIPPING POINT FOR ing marketed. PURCHASING HABITS? Socially active consumers and 21 companies could spark an evolu- 12 Cover photo by Cayla Zahoran. TURNING DIGITAL INTO THE EDIBLE tion in product purchasing habits. Food styling by Allie Wist. Pairing a new product with a cus- WWW.ODWYERPR.COM tom-made food item adds a dimen- 10 MARKETING AMONGST Daily, up-to-the-minute PR news sion to the brand experience. THE MACHINES Marketers increasingly need to be 22 understood by both human and ar- FOOD POLICY SHOULD tificial intelligence. COME UP FOR A VOTE Consumers say that food policy PEOPLE IN PR issues need to be addressed by 11 politicians. 23 PROFILES OF FOOD & DIETING OUT, ‘MINDFUL’ BEVERAGE PR FIRMS EATING IN FOR 2017 A survey shows that consumer in- 24 terest in dieting is being replaced 12 RANKINGS OF FOOD & by a focus on ‘clean’ eating. BEVERAGE PR FIRMS 33 EDITORIAL CALENDAR 2017 OWNING YOUR WASHINGTON REPORT HEALTH STORY January: Crisis Comms. / Buyer’s Guide Companies need to define what February: Environmental & P.A. ‘healthy’ means for their brands— 14 36 March: Food & Beverage or risk having it defined for them. April: Broadcast & Social Media May: PR Firm Rankings COLUMNS June: Global & Multicultural KEEPING UP WITH PROFESSIONAL DEVELOPMENT July: Travel & Tourism RESTAURANT TRENDS 34 Fraser Seitel August: Financial/I.R. New technology and trends are 18 September: Beauty & Fashion rewriting the rules for marketers in FINANCIAL MANAGEMENT October: Healthcare & Medical the restaurant industry. 35 Richard Goldstein November: High-Tech December: Entertainment & Sports

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EDITORIAL Page Center calls for PR/press cooperation

he Arthur W. Page Center at Penn State, taking a much-needed PR leadership role, has EDITOR-IN-CHIEF launched a campaign for better government/institutional press relations. It can’t be done Jack O’Dwyer alone. T [email protected] Alarmed by the acrimony between the Trump Administration and the press, including Trump’s remark that the press is the “enemy of the American people,” speakers at a Feb. 22 Arthur W. Page Center awards dinner at the Grand Hyatt in New York called for PR people ASSOCIATE PUBLISHER to enter the fray. John O’Dwyer Dick Martin, former AT&T exec VP/PR, who was one of three honorees, urged the PR [email protected] industry to create a counterpart to the Ad Council that has created public interest campaigns for 75 years. SENIOR EDITOR “Why doesn’t the PR industry have an equivalent effort?” he asked attendees at the first an- Jon Gingerich nual awards dinner of the Page Center. [email protected] Other recipients of the awards were Ann Barkelew, Founding General Manager and Senior Partner of Fleishman-Hillard, and Alan Murray, Chief Content Officer of Time Inc. and Edi- SENIOR EDITOR tor-in-Chief of Fortune magazine. Greg Hazley Bill Nielsen, former head of communications of Johnson & Johnson, was chair of the event, [email protected] which was attended by more than 200. Leaders of other PR groups that were present included Tina McCorkindale, CEO of the Institute for PR; Renee Wilson, President of the PR Council, ASSOCIATE EDITOR and Jane Dvorak, Chair of PR Society of America. Steve Barnes PR, media credibility is low Martin noted that while PR has credibility problems, so does the media. A recent Gallup poll CONTRIBUTING EDITORS shows Americans’ trust in journalism is at an all-time low, with two-thirds of U.S. adults not Fraser Seitel believing the news they see, hear or read. Richard Goldstein “It’s especially frightening when the most powerful man in the world attacks reporters as ‘the most dishonest people in the world’ and calls some of our leading news organizations ‘enemies of the American people.’” Martin said. EDITORIAL ASSISTANTS The PR industry can’t stand by and hope the situation will change, said Martin. “Media liter- & RESEARCH Jane Landers acy may be the social issue of our time. Addressing it is in our own interest.” Caitlin Dullahan-Bates The Internet “democratized media, giving everyone a voice, but traditional media are now “fewer, smaller, and poorer,” he said. They have lost ad dollars but “more significantly, they’ve cheapened the value of content, turning it into a commodity measured in clicks rather than John O’Dwyer substance.” Advertising Sales Manager PR/press joint effort possible [email protected] The acceptance of a Page Center award by Time Chief Content Officer Murray signals an historic integration of PR and the press. O’Dwyer’s is published monthly for $60.00 Murray, who oversees editorial policies and standards at Time, Inc., and who previously a year ($7.00 a single issue) by the spent two decades at the Wall Street Journal in high editorial posts, said both PR and journal- J.R. O’Dwyer Co., Inc. ism deal in “the facts.” 271 Madison Ave., #600 A problem, said Murray, is that there is “no common currency of facts to form the basis for New York, NY 10016. civil discourse, much less civic action, on any of the very real problems and issues that face (212) 679-2471 Fax: (212) 683-2750. our society.” Murray said it’s the job of both PR and journalism to “fully inform the public.” The truth © Copyright 2017 J.R. O’Dwyer Co., Inc. should be “the standard that both hope to attain,” he said. Murray and Barkelew also expressed the hope that relations can be improved between the press and companies, institutions and the OTHER PUBLICATIONS: government, with particular reference to the Trump Administration. www.odwyerpr.com The Page Center, which “dedicates itself to advancing ethics and integrity in all forms of Breaking news, commentary, useful data- communication,” funds research and develops educational opportunities to build an aware- bases and more. ness and respect for in the fields of corporate and public communication. Since its 2004 O’Dwyer’s Newsletter founding, the Center has funded more than 200 scholars and awarded more than $700,000 in A four-page weekly with general PR research funding. news, media appointments and placement The Page Center’s advisory board, which is based at Pennsylvania State University, includes opportunities. Nielsen; Roger Bolton, President of the Arthur W. Page Society; and Denise Bortree, Director of the Center, who is Associate Professor of advertising/PR at Penn State. O’Dwyer’s Directory of PR Firms Listings of more than 1,250 PR firms Sponsors of the Feb. 22 awards event included Allstate, Brunswick, Bill Nielsen Communi- throughout the U.S. and abroad. cations Consulting, Edelman, FTI Consulting, IBM, Johnson & Johnson and Robert Wood Johnson Foundation. Other press present included Jerry Swartz, Deputy Editor, AP, and Dan O’Dwyer’s PR Buyer’s Guide Victor, Senior Staff Editor, New York Times.  Products and services for the PR industry in 50 categories. — Jack O’Dwyer jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 MARCH 2017 | WWW.ODWYERPR.COM

REPORT PR job seekers often rebuffed by Google searches

Marketing professionals are often rejected from prospective jobs their assets. due to findings hiring managers uncover about them online. The staffing agency suggested that profes- By Jon Gingerich sionals moderate their online posting and exhibit caution in what they share, and sug- gested putting skills and insights on display or advertising and marketing profes- least some of the time. by posting a digital portfolio showcasing sionals entering the workforce, a quick Nearly a third — 29 percent — of adver- work, as well as commenting in relevant fo- FGoogle search could make or break tising executives, as well as 18 percent of rums or authoring industry-relevant online your chances of landing a job in the indus- marketing executives, said they always con- articles. try. duct online searches to gather additional The Creative Group survey was conduct- A new survey from staffing and recruit- information on a prospective new hire. ed in November by research firm SSRS. It ing agency The Creative Group shows that Moreover, many of the ad and marketing included 400 telephone responses from gathering additional information on pro- executives surveyed admitted that their on- randomly selected U.S. advertising and spective employees online is a shockingly line sleuthing has compelled them not to marketing executives, 200 of whom are sta- common practice among advertising and hire potential candidates. Nearly half — 48 tioned at companies with 100 or more em- marketing executives. percent — of advertising executives, as well ployees and 200 who work at agencies with Even worse, what hiring managers find is as 26 percent of marketing executives, said 20 or more employees. also often cause for declining to hire those they’ve declined to offer candidates a job The Creative Group is a division of pro- potential candidates. simply based on what they’ve uncovered fessional staffing service Robert Half.  An overwhelming number of executives via the Internet. surveyed admitted using Google or a sim- When it comes to managing your online ilar search engine to find information on presence, the Creative Group survey con- Desktop, laptop Internet prospective employees, with more than a cludes that job seekers shouldn’t only shape third — 34 percent — of ad executives and online content to mitigate red flags; given access declines more than one-quarter — 26 percent — of the number of potential eyes watching, they marketing executives saying they do this at should also use the Internet to showcase By Jon Gingerich growing number of Americans are accessing the Internet solely through A mobile devices, according to new es- timates released by digital market research company eMarketer. More than 78 percent of Internet users this year — or about 214.6 million people — will regularly use mobile devices to ac- cess the web. Approximately 40.7 million of those people — or about 15 percent of the Internet-using population — will access the Internet only through mobile phones, up from 14 percent (36.6 million) in 2016 and 12 percent (32.1 million) in 2015. According to the eMarketer report, those numbers are only expected to grow, with mobile-only Internet users comprising 52.3 million people in five years. By contrast, the practice of accessing the Internet solely via desktop or laptop computers is becoming a rarity in the U.S. Only 17.9 million Americans will access the Internet through either a desktop or laptop this year, down from 20.3 million in 2016 and 24.7 million in 2015. And the number is expected to only decline in the future: eMarketer predicts that only about 10.5 million people will access the Internet through desktop or laptop computers by 2021. The findings are part of a new eMarketer report titled “U.S. Digital Users: The eMar- keter Forecast for 2017,” which was released in February. 

8 MARCH 2017 | WWW.ODWYERPR.COM Millennials are revolutionizing the food marketing menu Millennials may be the most food savvy and label-conscious generation to date, but their reliance on non-traditional channels when educating themselves on nutrition, recipes, products and food news has made them an elusive demographic for food manufacturers and the marketers that represent them. By Jon Gingerich ood was an unusually big news topic enough that they’re essentially foodie gen- using TV and 38 percent using any source in 2016. Boston-based firm Schneider erations,” Mormar said. of traditional media. In 2016, we saw that FAssociates in December published its A widening information gap only 45 percent of Millennials were using Most Memorable New Product Launch The Internet is quickly replacing tra- TV, 26 percent were using any kind of tra- Survey, an annual study that polled more ditional media as the source consumers ditional media and 67 percent were using than 1,000 consumers in a bid to rank the turn to when researching and educating social media to learn about new products,” top 10 memorable product launches for the themselves on food, with more Americans Fisher said. year, and reported that food took up an un- now relying on social media, podcasts and Healthy but indulgent usually large amount of media bandwidth online forums such as YouTube for nutri- Millennials value news on nutrition, in 2016, with eight food-related products tion and health advice, as well as recipes health and food, but healthy eating isn’t making the list, a first in the study’s history. and food-related news. According to the seen as the be-all and end-all for this demo- Americans place a high valuation on Hunter survey, 17 percent of Americans are graphic. According to the Hunter survey, food-related issues, but respondents be- now getting recipes from videos on social stories involving food safety and nutrition longing to the 18-to-34-year-old demo- media, a percentage now on par with U.S. issues overall actually made a bigger impact graphic seem to be particularly engaged by cooking shows. among Gen X, Baby Boomers and Mature this topic. According to the annual Food Millennials are leading this charge, and consumers in 2016, and members of these News Study commissioned by New York now cite social media posts from peers and generations also placed a higher emphasis agency Hunter Public Relations, which sur- media publishers as the de facto source for than younger consumers on eating healthy, veys Americans on their opinions regard- food news, with 20 percent of respondents paying attention to ingredients and the safe- ing the top food-related news items each stating they receive their food-related in- ty of the foods and beverages they consume. year, more than half of all Americans said formation from postings left by peers on New York-based marketing and brand- they view food and nutrition stories as im- Facebook, followed by news websites and ing services agency The Halo Group, which portant, and more than a quarter — 26 per- posts made on the social media hub by recently conducted a study to gauge the cent — find these stories very important. media outlets and publishers (both 17 per- health and nutrition-related mindset of Millennials this year were uniquely more cent). Millennials, found that three-quarters of likely than any other age group to empha- The continued digital migration for this age group see food not only as a means size the importance of food-related news younger generations illustrates for market- of satisfying hunger, but as an adventurous stories, with more than two-thirds report- ers a gap in how different age groups are pastime, and regularly seek out new food ing that they responded behaviorally to at gathering information about new products, trends as a source of entertainment. least one food-related story in 2016. and the spate of recent food-related surveys The Halo Group study also reported that The survey, which polled more than 1,000 indicates that split may be growing wider. Millennials prefer to eat in groups and share U.S. residents in October and asked them to Schneider’s MMNPL survey found their experiences through social media on name their three top food-related news sto- that Millennials are less likely than older sites such as Instagram and Facebook. The ries for the year and whether those stories consumers to learn about new products Hunter survey reiterated this, finding that provoked any sort of behavioral change, through traditional media sources such Millennials more than any other generation reported that more than a third of this de- as TV commercials, and this generation, were inspired by news items they saw to mographic — 37 percent — claimed they’d along with Gen X consumers, are signifi- share their food-related opinions via social changed their behavior in light of Chipot- cantly more likely to rely on social media as media. The Hunter survey also found Mil- le’s E. Coli Outbreak, which took the num- a resource for finding out about new prod- lennials are now paying more attention to ber-one food story slot in Hunter’s survey ucts than older cohorts. the role politics plays in food brands. this year. Noel Fisher, Director of Integrated Media “Consumers are paying more and more Three of the top 10 stories in this year’s and Marketing at Schneider, told O’Dwyer’s attention to marketing,” Mormar said. Hunter study pertained to restaurants in that current data suggests younger con- “Brands have become popular in our dis- some way. Samara Farber Mormar, Execu- sumers will continue to move away from course; there’s this acknowledgment now tive Vice President of Insights and Strategy traditional media as they increase their so- that brands and marketers are engaging at Hunter PR, said this was unusual, con- cial and digital media consumption. Baby with you and talking to you, and social me- sidering topics involving eating out rarely Boomers and older generations, mean- dia has helped create this role of the con- make Hunter’s top 10 at all. while, have also shifted slightly toward so- sumer as armchair marketer. People will “The role that restaurants and dining out cial, but not at metrics significant enough now go on a brand’s Facebook page and plays in consumers’ lives and popular cul- to call it a trend. comment on the effectiveness or ineffec- ture is huge. Foodie culture continues to be “We began tracking generational differ- tiveness of a campaign. They expect to have on the rise, and there’s more interest in the ences in media consumption in 2013 in relationships with brands, and the more food we eat and being in the know about response to the growing industry focus on brands that have a one-to-one relationship hot restaurants and food trends, which is all Millennials. In that first year, 57 percent of and conversation through social media the due in part to the fact that you now have Millennials were using social media to learn more consumers will be conscious of that two generations that have been around long about new products, while 55 percent were practice.” 

WWW.ODWYERPR.COM | MARCH 2017 9 FEATURE Turning digital into the edible When the product you’re promoting is something that can be downloaded, consumers have access to it immediately. But something’s been lost. On the other hand, pairing the product with a custom-made food item sets it apart and adds a new dimension to the brand experience. By Adam Ritchie

emember that toy at the bottom of where PR caused a new kind of product to the multiverse, and the album became the the cereal box? It usually didn’t have exist, with a strategy applicable to any dig- soundtrack to that journey. Ra tie-in to the cereal, but it made the ital entertainment product launch. Transferring bytes into bites product that much more appealing. Now Square one is identifying the right food Let’s say instead of an album, your PR imagine if an entire cereal was created to or beverage partner, whose brand and con- team is tasked with promoting a book. celebrate the toy inside. That’s the idea be- sumer overlaps with yours. The Lights Out Does the story take place in a specific time hind the case study we’re about to share. chose beer because rock music fans love it. period? Is there a character associated with Boston-based indie rock band The Lights And they found a receptive partner in Aero- a specific food item? If you’re promoting Out had a tough choice. They’d just record- naut Brewing Co. for their science-inspired a new Berenstein Bears e-book, why not ed a sci-fi album about traveling through T.R.I.P. album, because the brewery was release it on co-branded jars of honey? If parallel universes and were considering founded by scientists from Cornell and MIT. you’re promoting a new how to release it. In one of the alternate re- The brewers listened to a rough cut of digital episode of “Twin alities they’d written about, consumers still the record, surrounded themselves with Peaks,” how about serv- went to music stores for new releases. But its pandimensional themes and brewed ing it up on cherry pie in this reality, they don’t. New music, books T.R.I.P. The beer was a paradoxical “im- following the recipe and games are being encountered online, perial session” ale, with galaxy hops from from the Double-R Din- and physical immersion — along with the the other side of the world and pictured the er? excitement that comes with it — has been band on the label. It was brewed to serve PR professionals could sucked out of finding these products. The as liquid sustenance for someone traveling apply the same thinking experience of discovering something new between universes. to product development on the shelf, ringing it up, and the thrill of What made it an “album release beer” that we’ve always used Adam Ritchie anticipation as you head home with it, is in- instead of a typical tribute beer was the for creative mailers. And creasingly rare. social media trigger and instructions on by bringing a social media release mecha- Following the foot traffic the label. When drinkers posted a specific nism into the mix, we’re driving consum- There’s still a physical place consumers go hashtag on Twitter, they’d receive a message er-generated social content, while keeping at least once a week to discover something back from the band, telling them what an stakeholders engaged and entertained. new. They’re even legally required to go alternate reflection of themselves was doing Serving up new media contacts there for it: it’s the beer store. right now in a parallel universe, along with Another benefit of turning your non- Craft beer drinkers, like foodies, are an a link to the album. Then they could enjoy food product into something edible is that adventurous breed. Most of their it becomes much more inter- purchase decisions are made esting to your industry’s me- standing in front of the beer cool- dia contacts, and opens the er. They have little brand loyalty, door to food and beverage and their favorite beer is the one media who would otherwise they haven’t tried yet. It’s the same not have been among your type of person who in the past outreach targets. They love a might have seen a new album food item with a good story. by an unknown band in a music A food item serving as the store and taken a chance on it if it release vehicle for something had an interesting cover. from a totally different indus- Understanding this, instead of try can make that story irre- self-releasing their new album sistible in terms of coverage online or in an outdated tradi- potential. tional format, the publicist for If the product you’re sup- The Lights Out brought it to a porting can be download- brewery instead, and asked them ed, the next time you walk about releasing it on a special can through the food aisle, imag- of beer. ine every bag of chips, bottle PR as product inventor of soda and box of cookies as Boston-based band The Lights Out teamed up with the Aeronaut Brewing With every launch, PR is hand- Co. to release the band’s sci-fi themed album, T.R.I.P., becoming the first a blank slate, just waiting for ed the product and tasked with studio album ever released on a can of beer. the right digital pairing. figuring out how to raise aware- Adam Ritchie is the owner ness for it. In best-case scenarios, maybe the beer, while listening to the music that of Adam Ritchie Brand Direction in Boston, PR had some input in the product’s de- inspired it, and have a complete sensory where he helps brands grow, communicate velopment. What makes the Lights Out experience with sound, visual, touch and and do the right thing. He is also the guitarist T.R.I.P. case study unique is it’s a scenario taste. The beer fueled their journey through for The Lights Out. 

10 MARCH 2017 | WWW.ODWYERPR.COM Elevating food policy within the election process An important segment of consumers think food policy issues should play a higher profile in presidential debates. This sentiment is bolstered by a growing sense among the Opinion Leader Shopper segment that the primary responsibility for making the right food choices lies with society rather than with the individual. By Grant Prentice

here’s no doubt that U.S. politics has Shoppers thinking the presidential candi- Since the FoodMinds Food Temperance elevated to a new level of divisiveness, dates should debate policy options around Survey was first fielded in January 2010, Twith various presidential decrees met access to food, food assistance programs, there has been a steady shift in perceived with a high level of sustained protest. A food safety and education on healthy food responsibility away from the individual February 12 Gallup Poll indicates that Pres- choices. and toward other parts of society, includ- ident Trump currently has a net disapproval There was an uptick among Republican ing food companies, government, health rating of -15 (40 percent approve / 55 per- Opinion Leader Shoppers calling for the care and education. During this six-year cent disapprove), in sharp contrast to a Jan- inclusion of food issues in the debates, with time frame there has uary 19 Gallup Poll showing a +20 approval only 42 percent of this group favoring food been a 15-point change rating (58 percent approve / 38 percent dis- policy deliberation in 2012, the last time among Opinion Lead- approve) rating for President Obama as he FoodMinds conducted the survey. er Shoppers, with more left office. than 50 percent of such In this heated political climate, important shoppers now believ- In your opinion, which of the following and thoughtful debate over food policy has groups holds the primary responsibility for ing the primary re- taken a last-row seat to heated arguments making sure the public makes the right food sponsibility for making regarding hot button issues such as immi- choices to stay healthy and avoid obesity? the right food choices gration, foreign policy, health care and en- lies with society rather vironmental regulation. than the individual. Grant Prentice This is extremely unfortunate; given the While Republican important role that food policy plays in en- Opinion Leader Shop- pers are more suring access to safe, healthy food, especial- likely to place responsibility on the individ- ly for vulnerable populations such as moth- ual compared to Democrats, the percent of ers and infants, and low-income individuals Republicans focused on individual respon- and families and their communities. The sibility dropped from 67 percent in 2012 to new Republican control of all branches of 59 percent in 2016. government has major implications for the In tandem with this elevated awareness food, beverage and agriculture industries. of the importance of the environment on While President-Elect Donald Trump did food choices and health outcomes is an in- not telegraph any specific policy actions or crease in the direction of Opinion Leader plans during the campaign trail, it’s likely Shoppers’ support for increased govern- we’ll see a relaxation — and potential re- Thinking about the increased level of gov- ment intervention to limit the consump- versal — of regulatory action across all in- ernment involvement in the food choices we tion of unhealthy foods. dustries in an effort to down-regulate gov- make — and all of the potential actions they Although the hot button issues may be ernment involvement in food policy. This are considering to limit the consumption of un- displacing attention and debate on food means many of President Obama’s food healthy foods — would you say you approve policy, it’s important to keep in mind that policy accomplishments may be on the line. or disapprove of this increased government everybody eats, usually at least three times As this article goes to press, the $71 billion intervention? a day. So, this is an important policy con- U.S. food stamp program faced intense cern that deserves more time for debate scrutiny as members of Congress debate and conversation regarding the best ap- whether to prevent consumers from spend- proaches for promoting access to healthy ing allowances on sugary soda, candy and foods and helping facilitate public health. other items deemed unhealthy. Grant Prentice leads the Strategic Insights At a time when Democrats and Repub- Practice at FoodMinds in Chicago. licans agree on few solutions to the chal- FoodMinds’ “Food Temperance in Amer- lenges facing America, FoodMinds’ fourth ica” survey was conducted using Toluna’s “Food Temperance in America” survey social voting community of more than 10 found two out of three Opinion Leader million people between September 7 and Shoppers — registered voters that express While food policy approaches differ be- September 15, 2016. The sample of 684 their food values in the grocery store, in tween Democrats and Republicans, there Opinion Leader Shoppers was balanced on public forums and in their politics — sup- has been a significant shift since 2010 in age, gender, income and region. The mar- port including food policy issues in the Opinion Leader Shoppers’ thinking about gin of error for Opinion Leader Shoppers is presidential debates, with 76 percent of who holds the primary responsibility +/- 3.7 percent, Democratic Opinion Leader Democrat Opinion Leader Shoppers and for making the right food choices to stay Shoppers is +/-5.2 and Republican Opinion 50 percent of Republican Opinion Leader healthy and avoid obesity. Leader Shoppers is +/-6.8 percent. 

WWW.ODWYERPR.COM | MARCH 2017 11 FEATURE Dieting is out, ‘mindful’ eating in for 2017 A survey of nutrition experts reveals a decline in consumer interest on the decline. Of note, in contrast to pre- in dieting. Instead, mindful and ‘clean’ eating are among the major vious years, RDs assert that consumers will be less concerned with food trends such as food trends appearing on consumers’ plates this year. gluten-free, GMO-free and sustainability. By Mahlori Isaacs Instead, interest in sugar-free food is on the rise, which is likely a result of the “sugar he insatiable quest to unearth what’s RDs, as well as certified diabetes educators wars” in the media and among policymak- new, different, or to be frank — deter- and dietary managers. In addition, both ers. Tmine what will sell — is what drives print and online versions of Today’s Dieti- Meanwhile, ancient grains are still a fa- America’s food industry, especially the tian serve as the go-to source for best prac- vorite; fermented foods like yogurt and leading producers of our favorite snacks, tices, peer insights, trends, industry news cheese gain favor; green tea continues to beverages, candy and ever-changing “su- and new science. sit comfortably on the list; and interest in perfoods.” Essentially, everyone is looking nuts and seeds is a major top trend. And for for the next “Tickle Me Elmo” of food. the first time, salmon makes a showing (but To better understand what makes the RDs say, don’t call it a comeback). unique, highly nuanced and sometimes pe- When it comes to the culiar world of food tick, I present to you other superfood trends a five-year marriage between two organiza- in 2017, kale took a tions that, at first glance, might appear to hit. The once shin- be the most awkward, mismatched Tinder ing star of superfoods date. However, the partnership between lost some footing, and Pollock Communications and Today’s Di- it continues to move etitian delivers an annual national food down the list in com- trend survey that gets media, consumers parison to previous and food executives talking. years. Even though kale As a result of this fantastic-food duo’s is down a few notch- Mahlori Isaacs combined powers, the fruits of their union es, there are still some have yielded the powerfully influential food other great superfood trends to look for- trend survey, “What’s Trending in Nutri- ward to this year. According to the latest tion.” Each year, the survey polls registered “What’s Trending in Nutrition” survey, the dietitians to identify and track the next sig- Top 10 Superfoods for 2017 will be: seeds, nificant trends in food and eating for the like chia and hemp; avocado; nuts, like al- upcoming year. Just this year, the survey monds and walnuts; fermented foods, like hit an all-time high by engaging more than yogurt; ancient grains; kale; green tea; co- 1,700 registered dietitians to gain access to conut products; exotic fruits; and salmon. key 2017 insights, revealing what shoppers Why should marketers care? are really thinking, what’s impacting their Marketers should care because the lead- behaviors and what’s driving their pur- ership and marketing teams at influen- According to Pollock Communications’ recent chases. In addition, survey results attract- survey, 49 percent of registered dietitians say tial companies are already leveraging the ed major media buzz, garnering top-tier consumers will choose mindful eating over “What’s Trending in Nutrition” data to craft placements in USA Today, The Huffington dieting in 2017 and 59 percent believe consum- their strategic consumer marketing plans. Post, Dr. Oz the Good Life, Reader’s Digest, ers will choose whole foods such as veggies, This is primarily attributed to the count- Redbook, Shape, Good Housekeeping and fruits, ancient grains and green tea, as well as less registered dietitians who continuously the Food Network. plant-based proteins like nuts and seeds over share their expert perspective of what con- But how do they get the job done? processed alternatives. sumers are thinking and doing. Segue to Pollock Communications, a Overall, RD insights grant industry and food, nutrition and wellness public rela- In tandem, our combined food creden- health professionals with an unrivaled, tions agency based in Manhattan. Our team tials, paired with insider industry connec- front-row seat and unprecedented access of media experts, RDs and PhDs have more tions, allow us both to consistently produce to an expansive sample of the American than 25 years of experience analyzing food data that truly matters. Together, we’ve for- population. This very same sample also trends, securing top commodity clients and mulated the blueprint for how to develop a includes respondents with diverse cultural leveraging our expert food knowledge to food trend survey that’s transparent, com- backgrounds, who represent and work with influence the food industry, retailers, con- pelling and useful for industry executives, rural and urban regions, making their in- sumers and the media on behalf of notable as well as national and trade food, nutrition sights exponentially more valuable to many giants such as Unilever, PepsiCo, Quaker, and wellness reporters. marketers. Dannon, Tea Council of the USA, USA A snapshot of today’s trends for 2017 So, don’t get left behind, and make sure Rice, The Cranberry Marketing Committee This year, survey results outlined a de- you’re either in contact with, or at the very and The Cranberry Institute. cline in consumer interest in dieting. Al- least are on the distribution list to receive, The other half of this powerhouse union ternatively, many are choosing clean and the next big insider insights as to what will is the leading nutrition trade magazine, mindful eating as their path to healthier be trending in nutrition and food in 2018. currently in its 17th year, Today’s Dietitian. living. Furthermore, interest in certain “hot Mahlori Isaacs is Vice President and Direc- The publication is a venerated resource for button” food issues that drive purchases are tor of Media at Pollock Communications. 

12 MARCH 2017 | WWW.ODWYERPR.COM

FEATURE Owning your health story ‘Healthy’ has countless interpretations. Companies need to define what it means for their brand and tell their customers. Or risk having it defined for them. By Edward Hoffman

hat does the word “healthy” cept, using organic ingredients, such as Next, assess every marketing tool at your mean? If you say that healthy organic produce, might be a credible strat- disposal and determine which ones will be Wmeans choosing organic and egy. These are subtle yet effective ways to the most effective and efficient in reaching hormone-free food, while I say it’s eating provide more healthful menu items while your target audience. lean protein and drinking red wine, who’s keeping the integrity of the menu. All of Finally, develop a right? The short answer is both of us. these approaches support the brand posi- concise and meaning- While that may be frustrating and a bit tioning and continue to provide customers ful story that resonates unnerving, it’s also an opportunity for with the food they love. with your custom- food, beverage and restaurant brands. Embrace it ers. There are numer- Today, consumers are bombarded with Once you’ve defined what “health” means ous interpretations of definitions of health, from fortified and for your brand, embrace your decision by health, and you want gluten-free to such ambiguous terms as offering multiple healthful items. The days to avoid confusion with “natural” and “fresh” (although the FDA is of getting away with one or two “better for your customers’ pre- attempting to provide some clarity around you” options are over. Consumers are try- conceived definitions. the former). There are numerous inter- ing to keep their diets balanced and want You also want to avoid Edward Hoffman pretations of what constitutes health, and a lot of choices, believing moderation and alienating them by sud- most can be argued as correct. portion control allow for both healthy and denly having healthier options scattered This broad and vague definition may be indulgent foods. “I’ll have a salad for lunch throughout your product line-up or menu, why 64 percent of consumers cite health- because I’m going to a new restaurant to- especially if this is new territory for the fulness as a driver in making food and night and know that I’ll want dessert.” brand. beverage choices, according to the Inter- Sound familiar? Healthy eating — however you define it national Food Information Council’s Food Let’s take a closer look at the smaller-por- — will continue to grow and evolve. Con- and Health Survey 2016. tion strategy that is increasingly used across sumer expectations for healthier options Because health can mean different things food and beverage categories as well as on will also continue to increase and inevita- to different people, it’s important that your restaurant menus. From 100-calorie snack bly change. To successfully compete, you customers easily understand what it means packs to 90-calorie mini-cans of soda to need to plant your “healthy stake” in the for your brand through clear and consis- half-serving options of menu items, these ground, make sure it fits with your brand tent communications. If you plan to create companies defined health by simply offer- and clearly inform your customers. a “healthy” product line extension or new ing consumers less of the foods they love. There will always be consumers, stake- menu items, or even reformulate existing It’s an approach that reinforces the brand holders or authorities (both real and per- products, it’s just as important to ensure positioning, makes customers feel wel- ceived) who disagree with your definition. that these changes are consistent with your come and demonstrates commitment to The key to success is being deliberate and brand positioning. providing more healthful options. transparent in your approach and consis- You want healthful product offerings to Tell your customers tent in communicating it. strengthen your brand equity in the eyes Ultimately, success hinges on the ability Edward Hoffman is Senior Vice President of consumers and stakeholders rather than of communications pros to tell the story in at PadillaCRT and leads the Food + Bever- dilute it and potentially mislead them. an authentic, unapologetic and confident age Practice.  Define “health” manner. It’s imperative to clearly commu- Before creating your healthful products, nicate to consumers what health means PR news brief and long before you begin promoting them to your brand and to be consistent across to customers, you first need to define what all aspects of your marketing program. It’s MPOWER names Feintuch AOR constitutes health for your brand. Your also critical for company employees to un- New York-based financial and tech agency Fein- definition of health must be believable, rel- derstand and internalize your health posi- tuch Communications has been named PR agency of evant and motivating to your customers. It tion, regardless of whether or not they have record for lending platform MPOWER Financing. needs to make sense, or you risk wasting direct contact with customers. People will MPOWER provides affordable student loans to valuable research and development dollars. ask questions in unexpected places and international and underserved undergraduate and graduate students who don’t fit the traditional credit Or worse, you could hurt your existing you want them to be prepared to provide criteria of banks or lenders. The company has de- business. clear, accurate responses. veloped a proprietary loan origination and servicing For example, if a restaurant operator is So where do you start? At PadillaCRT, platform that helps analyze loan applications and beloved by customers because of its signa- we begin every client assignment, no mat- supports their funding. This technology, which can accommodate other financial lending products and ture burgers and stuffed sandwiches, don’t ter the complexity or budget size, with services, may be licensed to other organizations. walk away from this brand equity. Cus- the same question: How do we connect As AOR, Feintuch will work to share MPOWER’s tomers may be looking for more healthful our client to its target audience with pur- story with the investment community in a bid to options, but they still demand great-tasting pose? Spend the time to understand what’s attract additional equity. The account will be man- food. important to your customers in regard to aged by agency president Henry Feintuch and senior managing director Richard Anderson, who heads the Offer smaller portion sizes or use lean health, where they get their news and who firm’s financial services practice. protein. Depending on the restaurant con- influences them.

14 MARCH 2017 | WWW.ODWYERPR.COM

FEATURE Trends restaurant marketers can’t ignore The restaurant industry has been upended by technological shifts and trends affecting the customer experience that pose major implications for restaurant owners as well the marketers focused on programming, promotions and outreach for these clients. by Melissa Vigue here have never been more options gram, anyone?). Each of these offers ad- drive consideration for that day or evening. for dining out — or in — than there ditional marketing and engagement tools Based on what they know about a mar- Tare today. From food trucks and food such as the ability to upsell through story- ket through data analysis, restaurateurs halls to meal prep kits, delivery services telling and post-dine interactions via social are launching virtual and in-retail dining experiences, the array media. restaurants which are of options is vast, sometimes overwhelm- From an operations perspective, tech- basically commercial ing. For traditional restaurant brands look- nology can also create scale for a propri- kitchens delivering ing to not only retain but increase share of etor. For example, Zume Pizza, a startup in high-end breakfast stomach, the competition is fierce. Mountain View, California, uses robots to and lunch to the lo- It’s not just about getting butts in seats. increase the speed at which they can make cal workforce. Smart Today’s eater is faced with several decisions and deliver pizzas. And while we are not move. How will it af- daily as busy schedules dictate a hybrid ap- suggesting every restaurant go to this ex- fect local restaurants’ proach to meals, not exclusively eating out tent to deliver a fast and fresh meal, auto- lunch business and but not all home-cooked either. A recent mation of something as simple as coffee or marketing plan? Melissa Vigue study by Restaurant Business Online re- payment can improve the customer and Each of these trends vealed that only 46 percent of respondents’ employee experience. has clear implications for restaurant own- revenue came from dining in, with more Experience is king ers and marketers considering how to allo- than a third coming from takeout. The desire for an engaging, brand-au- cate their budgets and where to prioritize In either case, just like any other pur- thentic and personalized experience can- programming, promotions and outreach. chase decision they’re making, consumers not be underestimated. Ensuring that ev- Melissa Vigue is a Senior Director at Pep- are looking for the best their money can ery touchpoint on your consumers’ path to percomm.  buy, making marketing and brilliant cus- purchase is impactful is essential. tomer experience even more important. Brands must ensure that their website is Here are five trends that restaurant mar- mobile-friendly and that they build a re- PR news brief keters shouldn’t ignore this year. lationship with customers through social Waste not, want not media. Furthermore, the ability to person- American Chemistry Council Consumers have never been more aware alize service and ordering options can real- calls Baker & Hostetler of social issues and are increasingly mak- ly set a brand apart. Being greeted by name ing decisions based on the social responsi- for a reservation is a simple, yet critical first The American Chemistry Council, the trade associ- bility of the brands with which they choose step. ation that represents American chemical manufactur- ers, has hired global law firm Baker & Hostetler for to engage. The USDA estimates food waste Creating a branded dining experience representation in Washington on issues related to in the United States at between 30 and 40 within retail (think Ikea, Bass Pro Shops) chemicals, energy, homeland security and corporate percent of the food supply. is a whole other level, but one that offers tax policy, according to lobbying registration docu- Not surprisingly, this is a hot topic in the that experiential element consumers are ments filed in February. The Washington, D.C.-based trade group, formerly food industry, and consumers are looking craving. known as the Chemical Manufacturers’ Association, at how their food service suppliers, be they Whether offering the ability to custom- works to shape policies that benefit the chemical retail or hospitality, are addressing the is- ize portion size or the opportunity to order industry and its member companies, which includes sue through food donations, upcycling highly sought after wines by the glass using Dow Chemical, DuPont, Honeywell and Marathon and more. Smart marketers will be sure to technology like Coravin, brands should be Petroleum. The American Chemistry Council spent more than address their efforts when communicating looking to create a unique, customizable $9 million in total lobbying expenditures in 2016. Oth- with the industry and their customers. and ownable experience for their guests. er firms that have recently represented the chemical Technology as an enabler Data-driven interaction trade group include Ogilvy Government Relations, This one is not new, but it continues to From large chains to single proprietors, CGCN Group, Schumacher Partners International and Holland & Knight. be a critical part of the dining experience each has access to data in some form. Science-based nonprofit the Union of Concerned both in-restaurant/retail and at home. Whether careful analysis of millions of Scientists in 2015 released a report blasting the ACC Can’t order online or via an app for de- dining experiences or anecdotal evidence for “pushing for industry-friendly chemical policies livery? In this case, many of us will move that a regular orders a burger every Tues- that fail to protect public health.” on to another dining option that allows us day night, data can be a formidable weapon The ACC account will be managed by Chris Jones, former chief of staff to Rep. Mike Ferguson (R-NJ), to do, whether through a restaurant’s own for operators and marketers alike. deputy chief of staff to Rep. David McIntosh (R-IN) online platform, or more often, through a On a one-to-one scale, data can arm a and press secretary to Rep. John Myers (R-IN); and platform like Seamless or UberEats. server with the information they need to Tyler Thompson, former Legislative Assistant to Sena- In addition, we continue to see the fur- upsell for a special occasion (Happy birth- tor Johnny Isakson (R-GA), Legislative Correspondent to Senator Saxby Chambliss (R-GA) and Legislative ther integration of physical and digital in- day, Bob!). Similarly, it can provide a mar- Correspondent to Senator Zell Miller (R-GA). teractions through iPad ordering/payment keter with the ability to strategically target and the ever-present smart phone (Insta- relevant messaging using social media to

18 MARCH 2017 | WWW.ODWYERPR.COM Inspiring action through communications

Communications programs that successfully connect and resonate search-based approaches of starting with with audiences typically employ strategies that compel people to the why have earned worldwide acclaim. take action. By David Wendland In a nutshell, it’s all about cutting to the core of the matter right away. In a commu- ommunications has a special power: heard someone — perhaps yourself — say nications strategy this can be accomplished it can inspire people to act. We’ve all something along the lines of, “I understand, by addressing the “why” first because it en- Csurely felt this in some capacity over but it just doesn’t feel right.” It turns out this compasses the brand’s identity, its purpose, the course of our lives: in moving speech- commonplace phrase is actually rooted in its cause and its beliefs. As communicators, es, influential causes and masterfully crafted science. we need to have com- narratives. The list goes on. In these instanc- On the other end of this impossible ex- pelling answers to heavy es, we’re compelled to do something based change, communicators are left scratching questions such as “why on messages that resonate with us. their heads, wondering why they aren’t able does your company ex- It seems simple, but it isn’t. to impose their will on their audiences. ist?” and “why should At the same time, however, it comes as One doesn’t have to look very far to find anyone care?” no surprise that communications falls well examples of this running rampant in the Leaders are able to short of the mark far more often than it actu- wild. Think of the latest tech gadgets and differentiate themselves ally delivers. Why is this the case? How can service offerings with spokespeople spout- among the crowd and something that possesses such a compelling ing off about new features and functionality separate themselves force have it simultaneously be rivaled in to prove how theirs is far superior to the rest from the pack by ensur- David Wendland potential by its ability to be so ineffective? of the competition available on the market. ing the most-difficult Clearly something is breaking down in the As the audience, we understand it all, but it and mission-critical messages are not only process. We as communicators need to do ends there. We feel nothing more and it’s a communicated right out of the gate, but a better job of not only identifying where non-starter. readily understood and interpreted as in- exactly it’s happening, but of understanding Let’s look at where the opportunity lies, tended upon first shot. No small feat. how to fix it. then, for maximizing the effectiveness of Once this is accomplished, the effective Everyday symptoms to watch for communications and for influencing actual communications strategy then works back- In thinking about our ability to connect behavior and outcomes. ward toward the “what,” but not before ad- and resonate with our audiences, what sepa- Developing effective strategies dressing the next step in the value chain, rates winners from losers? In short, it’s a tale What lessons can be learned for commu- which is communicating the “how.” of two roads that head in completely oppo- nicating in more meaningful and impactful Think of the “how” as the unique value site directions. ways? proposition and the way the brand is going First, prominent researchers such as Si- To start, it requires a different strategy about solving a particular problem. What mon Sinek have found that communica- from the onset. In stark contrast with the specifically makes it unique? Identify and tions is ineffective when it’s used in an out- aforementioned outside-in approach of me- own those key differentiators. side-in approach. Allow me to explain. diocrity, establishing a connection of mean- “What” is saved for last. As described In this strategy — which, unfortunately, is ing and substance works from the inside above, once the central connection is made used all too frequently today — we attempt out. at the core of the brain, the outer area helps to form meaningful connections with au- What does this mean and what does it en- justify the decision in the mind of the re- diences by leading with the dissemination tail? To bring biology back into the fold, it ceiver via analysis of the facts and figures. of facts, features and benefits. On paper, it requires speaking to the innermost parts of Bringing it all back home doesn’t sound like the world’s worst idea. the brain that are actually behind the wheel From a business perspective, why does all Parts of the approach (e.g. presenting a of controlling decision-making, behavior, of this ultimately matter? case based on facts) even seem sensible. So trust, loyalty and more. Sinek is famous for saying, “People don’t what’s the deal? Equally important to understand is that buy what you do, they buy why you do it.” As Sinek discovered, the problem has to this core has no capacity for language. By leading with the “why” and convey- do with biology, not psychology. The criti- Therefore, all of the finer facts and figures ing what we as communicators believe, we cal flaw of the outside-in approach is that it we’re casting in the lead role of our commu- stand a much better chance of attracting resonates only with the outer section of the nications strategy are by default incapable of first believers who share the sentiment of brain, which is in charge of interpreting this triggering a reaction within our audiences our brand. type of detailed information. and of inspiring an action by them on the Research has shown that these two au- The issue, though, is that this outer section outside world. diences, known as innovators and early — the one that controls rational, analytical It’s true that by nature the inner parts of adopters, are absolutely paramount in deter- thought and interprets language — isn’t the brain are laser-focused on feelings, but mining mass-market success. They precede the one that drives us to behave in any way, the art form lies within the inciting of those the tipping point of broader scale adoption, shape or form. feelings. after which follows groups such as the early Focusing on the wrong target Putting it into practice majority, the late majority and the laggards. The result of leading with the “what,” in ef- From the perspective of turning theory It’s a beautiful chain reaction that begs the fect, is a non-result. As audiences, we’re able into practice and developing viable com- question, “why?” to comprehend, but we aren’t compelled munications strategies that can actually David Wendland is a Vice President at into action. For instance, have you ever be executed upon, it’s easy to see why re- Finn Partners. 

WWW.ODWYERPR.COM | MARCH 2017 19 FEATURE Getting social with investor relations Social media is a common stomping ground for consumers and has not been previously disclosed within a business marketers, but it’s been slow to catch on as a channel for press release, filing, presentation or other investor relations. By Denise Garcia communications on the IR Website. • Engage in investor-related social me- nly 28 percent of IR practitioners use part of a social communications plan that dia conversations that encourage rumors, social media for IR, according to a includes IR to increase visibility, transpar- speculation or false information, refer these O2016 social media survey conducted ency and awareness. inquiries back to the IR website for more in- by the National Investor Relations Institute. • B2C companies should consider estab- formation if necessary The same study reported reluctance among lishing a distinct social media identity for • Use social media to announce internal analysts, with only 15-18 percent interested the business, focused on corporate and fi- or external meetings and their related topics in using social media to engage with IR. Yet nancial information, separate from your that the public wouldn’t be invited to or oth- a majority of Americans now say they get customer social media channels that typ- erwise announced on the company website. news via social media and are using it in the ically focus on product and customer ser- This includes: internal meetings — topics context of their work. vice. CEOs, other officers and brands may and/or individuals — According to research published in also want to consider establishing distinct roadshows, non-deal 2016by the Pew Research Center, 24 percent social media identities but should not use roadshows and one-on- of those surveyed said they use social media them for personal communications. one meetings with in- to get information that helps solve problems • Establish the IR website as the primary vestors, meetings with at work. Pew also reported that nearly eight IR communications channel and post the business partners or in 10 online Americans have a Facebook ac- company’s social media disclosure notice customers and meetings count. While other social platforms such as to the site, noting the company intends to with potential business Twitter, LinkedIn and Pinterest are smaller distribute material information about the partners or customers. in size, social’s overall scale, data and infor- company via social media. • Disclose investor re- mation advantages have made it an increas- • Embed social media, such as Twitter lated materials from the ingly important channel and marketing feeds, YouTube videos or slides posted to personal social media Denise Garcia partner for business overall. As a strategic LinkedIn, into your IR site when possible site of an individual cor- part of business communications, investor to increase awareness of your social media porate officer or employee without advance relations is inevitably becoming more so- channels and provide easy access to refer- notice to investors that the site may be used cial. ence materials on the IR website. for this purpose. Personal social media sites The question is no longer whether inves- • Time social media posts with the public of individuals employed by a public com- tor relations should engage in social media disclosure of press releases, earnings calls, pany would not ordinarily be assumed to but how. Investor relations professionals are and investor conferences. Content within be channels through which the company highly specialized communicators, operat- social media posts often includes references would disclose material corporate informa- ing within the bounds of SEC regulations to headlines, key metrics and information tion and are not an acceptable method of and securities laws while often the first to on which companies want investors to fo- disclosure under the securities laws. communicate new business concepts, ideas, cus, as well as content and quotes from press Social media disclosure strategies and future plans to analysts, in- releases, earnings call scripts and other pre- Investors and others should note that vestors, lawmakers, employees, strategic viously disclosed, publicly available infor- [Company Name] announces material, fi- partners and other key stakeholders. In this mation. nancial and operational information to its high-stakes arena, a casual comment made • Always link social media posts to the IR investors using its investor relations web- on social media can be disastrous, requiring website to reference complete disclosures site, press releases, SEC filings and public 8-K filings and legal action. In some cases, • Establish a social media policy for all conference calls and webcasts. [Company they’ve resulted in management termina- employees regarding acceptable and un- Name] also intends to use [named social tion. acceptable social media content consistent media] accounts, as means of disclosing in- At the same time, blogs by day traders and with your company’s brand identity formation about [Company Name] and its individual investors on message boards and • Select authorized spokespeople with a services and for complying with its disclo- stock-related communications platforms clear understanding of RegFD and investor sure obligations under Regulation FD. The can spread misinformation quickly, having relations communications along with an information we post through these social an immediate and often damaging impact internal terms and conditions document to media channels may be deemed materi- on a company’s share price, and it can be manage social media channels. al. Accordingly, investors should monitor difficult for management teams not to react. • Archive all social media posts and docu- these social media channels in addition to Integrating investor relations within a ment references. following [Company Name] press releases, corporate communications strategy that • Measure social media activity to under- SEC filings and public conference calls and includes social media, as well as following stand which channels work best for your webcasts. The social media channels that a few simple guidelines, should help make Company’s messaging and investor prefer- [Company Name] intends to use as a means the task less daunting. We’ve outlined a few ences. Focus on developing social media for of disclosing the information described guidelines for investor relations to keep in channels that your investors prefer. above may be updated from time to time mind while communicating through social Don’ts as listed on [Company Name] investor re- media. • Disclose new information or provide lations website. Do’s unique commentary about your company Denise Garcia is Managing Director of In- • Leverage social media as an integrated or financials through social media sites that vestor Relations at ICR. 

20 MARCH 2017 | WWW.ODWYERPR.COM Have we reached a purchasing habits tipping point?

Consumers and companies are engaging in social issues more than ever, which is changing not only the foods we’re consuming, but may finally drive an evolution in consumer product purchasing habits as well. By Atalanta Rafferty

esearch on Millennials consistently In the past two months alone, plant- are stepping up to the plate. Meat alter- points to their interests in sustain- based foods have garnered 77,000 men- native companies like Impossible Foods, Rability, purpose and corporate social tions on social media and alternative food industry innovator TerraVia — with responsibility, and the impact these issues proteins have garnered 26,000 mentions its portfolio of algae products — snack have on their purchase habits across the su- in the same time period. And the food companies like Barnana and beverage permarket and in restaurants. industry is responding to these demands manufacturers like Fairlife are at the inter- While food companies — big and small — with new offerings and reformulations section of sustainability, taste and nutri- have made great strides of established products that are trans- tion and are driving this new food move- in being transparent forming the food and beverage space. ment forward. about how their food is Critical to this movement is new tech- And while these companies are still in the made, the ingredients nology and innovation that deliver on the early years of development and consumer they use and their com- promise of great taste and superior nutri- adoption, we’re all rooting for their suc- mitment to responsible tion, while minimizing the environmental cess and the advent of many more who can sourcing, it has done impact of the foods we eat. Our food sys- bring about changes in how and what we little to move the needle tems are increasingly under pressure, be eat and drink. with it comes to prod- it the water used and food wasted during We expect to see more consumer demand uct purchase. production, the overfishing of our oceans — and great things to come — from the in- Atalanta Rafferty Those of us who or the decreasing nutritional value of our dustry in 2017. have worked in the foods. Atalanta Rafferty is Executive Managing food industry for years know that taste Increasingly, innovative food companies Director at RF|Binder.  and convenience are still paramount when purchasing food. But with changing taste preferences, improvements in product de- velopment, new technologies and heighted social awareness can we finally anticipate a change in consumer behavior? As we began 2017, we’ve seen a consider- able shift in both personal and professional activist behavior in the United States. The rise of personal activism as well as demands for greater action, involvement and indus- try activism have created a new environ- ment in which food and beverage compa- nies must operate. Increasingly, consumers are boycotting or supporting brands that stand for their shared values. The Super Bowl ads alone clearly showed that companies are taking a greater involvement in broader societal is- sues than before. This is transpiring to the foods and bev- erages we consume. Consumers are think- ing twice about the environmental, social and economic impact their personal deci- sions can have. And this isn’t just among Millennial consumers; we are seeing this resonate across generations, with a desire to be part of the solution. In addition, we continue to see an evo- lution in taste preference and food cul- ture. Ethnic flavors, plant-based foods, alternative sources of protein and real, simple ingredients are driving consumer demand.

WWW.ODWYERPR.COM | MARCH 2017 21 FEATURE Marketing amongst our machine overlords

More and more marketing content will be analyzed by artificial intelligence applications, making it vital to consciously develop content that engages and can be interpreted by humans and machines alike. By Seth Redmore

ust over two-thirds of Americans numbers like an 80 percent agreement be- ed. Here’s our start: managed to read a book last year. But tween “well-trained” scorers as to whether Keep it simple. Stick to the facts. Avoid Jthat’s okay: more and more, machines a sentence is positive or negative. Think extraneous information and flights of are doing our reading for us. about that for a second — at least 20 per- ­fancy. From news articles to press releases, ma- cent of what you’re saying is being misinter- Go easy on the humor. Friendly and per- chines are being used to evaluate what’s preted as wrongly positive or negative. And sonable are one thing. happening in the world. But they also have that’s the best-case scenario. But sarcasm and jokes a very particular, blinkered way of inter- Machines might get that something’s a can obscure meaning preting results. joke, but they won’t actually get the joke. and make interpreta- In some instances, that’s a good thing. It That’s because humor is dynamic, contextu- tion difficult. helps to have a disinterested party weigh al and domain-based. We’ve all experienced Pick the right me- in on political debates or sports, for exam- being the newcomer trying to laugh along dium. Matter-of-fact ple. In others, it’s less of an asset. Humor, with a group’s in-jokes. press releases and re- sarcasm and satire pose challenges for ma- The reason we don’t get them is mostly views are ripe for analy- chines, making them terrible at picking out because we don’t understand the context sis and rich with oppor- Seth Redmore whether a news article is from the New York around the jokes: the references, the situ- tunities to slightly tune Times or The Onion. ations, the reason cousin Tommy has the your language so that it When it comes to nuance, machines are nickname he does. For a machine, that’s will be interpreted more positively or neg- dense. This problem is being addressed by daily life. Dynamic context is an important atively. There are lots of context present in AI vendors that specialize in text analytics, area of Artificial Intelligence research — the article itself. Short-form social media, but given the number of people around understanding the impact of who the speak- on the other hand, can be much tough- me who don’t get my jokes, it’s going to er is, where they live, how old they are, the er because there isn’t much context in the take a while. If people miss the joke, then topic of conversation, as well as to whom post itself. Having the context of attached how can we teach machines to understand the speaker is speaking — as we change our articles or previous tweets, as well as other them? language depending on who we’re talking ethnographic knowledge can help. As an Machines are the most voracious, tireless to and our relationship to them. I curse a lot aside, when you’re filling out one of those readers among us. So, while AI folks work around my peers, but you better believe that restaurant comment cards — be very clear on the understanding, it’s important for I’m much more careful when I’m teaching a and simple with your comment — it has a anyone writing content to consciously write class of kindergarteners or speaking about a much better chance of being interpreted for interpretation by machine as well as be- topic that requires gravitas. correctly. ing read by humans. Humans also sense whether something Be clear and balanced. Active language So what makes how we read so different is creatively unique or brilliant. There are can be easier to parse. But it’s easy to let from how machines do it? pieces that resonate with us, that make us emotion get the better of you — and differ- The big difference is context. Human feel a particular way. We have a sense of entiating one emotion from another isn’t as interpretation is contextual and variable. the rhetorical, a sense of what’s power- easy as it seems. If you are emotional about What we pull out of a piece of text can ful — and we can all channel it. At some something, be very clear about your emo- change depending on what’s going on in the point, every one of us has spoken or writ- tion. “I’m angry that my server didn’t peel world, whether we have a vested interest in ten a sentence that the world’s never heard my grapes correctly, so I’m never returning the topic at hand, or whether we’ve had our before. to this restaurant.” As opposed to “I wish morning coffee. Give the same piece to a One of the unfortunate truths of machine they’d done my grapes better than they did, machine, and you’ll get the same result ev- learning is that machines can only compare and I’m not sure whether I want to return ery time. what they’re reading with what’s come be- there or not.” Humans are emotional, variable and un- fore. So, if you give them something truly Oddly enough, these tips aren’t so far off reliable. We’re imperfect interpreters. And new or different, they won’t know what to Kurt Vonnegut’s tips on writing. And given we’re imperfect communicators. But we do with it until they have the data to com- that he touched on writing for machines as also have experience, context, bigger pic- pare it against. far back as his debut novel “Player Piano,” ture intuition and the ability to “repair” In sum, machines are emotionless, have perhaps he was on to something. miscommunications in our favor. Machines issues with context switching, and tend to Machines are the most voracious, tireless don’t. be very, very literal. But they’re superb at readers among us. So, while the AI folks The logical leaps and informational syn- sentence diagramming. And they’ll hang work on the understanding, it’s important thesis that make us good at solving prob- on your every word. for anyone writing to consciously write for lems and participating in witty banter are So how do we write something that ma- interpretation by machine as well as by hu- skills that machines haven’t yet mastered. chines can read and actually understand? mans. Let’s not put people on a pedestal, though: We don’t have a Strunk and White for ro- Seth Redmore is CMO of text analytics there are a number of studies that show bots yet, but one’s going to be sorely need- leader Lexalytics. 

22 MARCH 2017 | WWW.ODWYERPR.COM People in PR

port to Partner and health practice Deputy Eric Hazard. Racepoint picks Michael Heinley. Heinley, a WebMD, Mer- Cognito, founded in 2000, has 65 employ- ck and Johnson & Johnson alum, joined the ees spread across offices in New York, Lon- Prodromou as CEO global independent agency in November.  don, Los Angeles and Singapore.  eter Prodromou, President of Race- point Global, has been named CEO of Hispanic PR Assn. Mills leaves Amgen, Pthe Boston-based tech, healthcare and elects Lorie pres. joins Mars Petcare public affairs agency. he Hispanic Public Relations Associa- Prodromou’s pro- ars Petcare, the world’s leading tion has voted to elect Yvonne Lorie as pet nutrition motion is effective President of its 2017 national board of immediately. He will T and health directors. M care business with 41 retain the title of Pres- The Founder of Re- brands in its portfolio, ident. Fresh PR and 2013 has named Helen Mills Prodromou, who’s HPRA PRemio PR Peter Podromou VP of Corporate Af- been with the glob- Achievement Award fairs to start in March. al marketing agency recipient served as since its inception in For the past five President-elect of years, Mills led corpo- 2003, was previously Racepoint’s Chief HPRA in 2016, after rate affairs for biotech Helen Mills Global Accounts Officer before being joining the national named President in 2013. Prior to joining giant Amgen’s global board in 2014 where Yvonne Lorie commercial business. Racepoint, he was a Senior Vice President she was secretary and at Weber Shandwick as well as its predeces- She will be charged with using her phar- then VP of program- maceutical and healthcare industry back- sor, Weber Group, which was founded by ming. Racepoint leader Larry Weber in 1996 and ground to lead Mars Petcare’s strategy of HPRA is the only non-profit dedicated providing holistic care of pets from nutri- later merged with Shandwick International to Hispanic communications professionals and BSMG to form the global Interpublic tion to veterinary care. and those seeking insights into the Hispanic Prior to Amgen, the 20-year veteran man- powerhouse in 2001. market. Weber now holds Racepoint’s Founder aged a global corporate affairs team at Astra- Since 2014, HPRA has hosted the annual Zeneca in Sweden and the UK, led external and Chairman title. National ¡Bravo! Awards, providing a forum communication for one of GlaxoSmith- Before teaming up with Weber, Prodro- that reflects the innovative, creative, and Kline’s global therapeutic franchises based mou was previously a Partner at advertising cultural competence of Hispanic market in the UK, and spent three years at Hill + agency CC and D Communications (Cos- campaigns across several categories includ- Knowlton in London and Australia.  mopoulos Crowley and Daly) and a Senior ing: technology, food & beverage, health- Financial Analyst at Lehman Brothers affil-  care & nutrition, sports, automotive, digital, iate, The Boston Company. non-profit and integrated marketing.  Apple, Twitter PR vet Finn Partners names Cognito calls Barr Kerris to Edelman LaNeve health group VP atalie Kerris, a longtime Apple PR managing dir. exec, has joined Edelman to lead its ew York-based Finn Partners has ognito, specializing in communica- Nsubstantial technology practice. hired Geralyn LaNeve as a Group tions for the financial services and Kerris, who will serve as Global Chair of NVice President Ctechnology sec- Edelman’s tech unit, in the agency’s global tors, has named 20- spent 14 years at Apple health practice. year veteran Ryan Barr and recently did a short LaNeve joins Finn as Managing Director stint at Twitter as VP Partners from Cooney in its New York office. of global communica- Waters health advo- Barr most recent- tions. cacy unit Alembic ly was Managing Kerris worked on Unlimited, where she Director at Bur- the launch of Apple was a Senior VP and blockbusters like the son-Marsteller, han- Ryan Barr Communications Con- Geralyn LaNeve dling integrated iPod, iPhone and iPad. Natalie Kerris sultant. Prior to that, marketing and PR pro- Edelman chief Richard she was a VP in Ruder grams for clients such as Bank of America Edelman noted Kerris Finn’s healthcare practice. She was also a and MassMutual. He also led Hill + Knowl- “has been at the forefront of some of tech- Communications VP at the Leukemia & ton’s financial communications and inves- nology’s greatest revolutions in the past two Lymphoma Society and a Director of Com- tor relations practice. decades.” munications at the New York Organ Donor Barr will report to Cognito Founder and She will lead Edelman’s 700-staffer global Network. CEO Tom Coombes and partner with Man- tech operation under head of global sec- She will be based in New York and will re- aging Director and head of Cognito U.S., tors, Kym White. 

WWW.ODWYERPR.COM | MARCH 2017 23 O’Dwyer’s guide to FOOD & BEVERAGE PR FIRMS

5W PUBLIC BLAZE publicity. We create brand content gredients and finest products and RELATIONS that resonates with your audience, services to the table. 1427 Third Street Promenade keeps them engaged and brings Results are what matter to us, so Suite 201 230 Park Avenue, 32nd Floor value to their lives. Our innate we continually try to produce fresh Santa Monica, CA 90401 New York, NY 10169 understanding of story relevance ideas and create long-term relation- 310/395-5050 212/999-5585 and personal relationships with TV ships. We offer each client the per- Fax: 310/ 395-5001 Fax: 646/328-1711 producers and media influencers sonal involvement of a customized [email protected] [email protected] throughout the country gets your team of skilled, passionate profes- www.blazepr.com www.5wpr.com story heard. We’ll help you deliv- sionals. Matt Kovacs, President Ronn D. Torossian, President & er your messages seamlessly and Whether your objectives are to CEO with style utilizing our high-end increase sales, strengthen consum- production capabilities (including er loyalty, build your brand or im- BLAZE is the trusted partner film-style shooters and graphic de- prove your public image, we have of choice for lifestyle contender It’s hard to open a magazine, signers). Artisan’s in-studio & on saved a place for you At The Table. brands hungry for a real piece of scroll through social media or location satellite junkets include the marketshare. BLAZE has been turn on the television without see- quality bookings that are actually retained by a growing number of ing information about a new food seen, spot-on custom craft services AURITT savvy clients who want integrated or beverage trend. Often, the 5W and a fresh, modern design aes- COMMUNICATIONS PR, influencer and social media food & beverage PR team is the thetic ... because taste matters. Ad- strategies — and flawless execu- source of those stories. ditional services include exclusive GROUP tion. BLAZE senior level profes- With new brands, lines, prod- launch event integrations, stunning sionals play a hands-on, day-to- ucts, and restaurants introduced branded content food videos, orig- 555 8th Ave., Suite 709 day role with clients. With more each day, we understand competi- inal book videos and select match- New York, NY 10018 than two decades of relationships tion for space (in shopping carts, 212/302-6230 and a solid team founded in stra- making between celebrity talent [email protected] on shelves and in the media) is and brands. www.auritt.com tegic approaches, BLAZE is adroit fierce. From facilitating the launch in advancing client objectives and of new products to developing Joan Auritt, President nimble to the quick-changing pace long-term creative strategies that AT THE of media technologies. ensure maximum traditional and TABLE PR Auritt Communications Group Clients include: Arthur Schuman social media coverage, sell prod- is an award-winning full-service Inc., Bareburger, BoKu Super- uct, increase distribution and win 301 W. Platt Street, Suite 414 broadcast and online PR produc- foods, Chronic Tacos, Cocomaz- market share, our experience and Tampa, FL 33606 tion company providing creative ing, Forto Strong Coffee, Griffin results in the food and beverage 813/251-4242 multi-platform solutions that meet Club, Marriott Hotels, Michael’s arena are unparalleled. www.AtTheTablePR.com our clients’ specific needs. Our 25 Restaurant Group, Savant Natu- We understand healthy food years of hands-on experience cre- rals, Stonefire Grill, Tio Gazpa- and beverages, telling compelling Cheryl A. Miller, CEO ating and telling our clients’ food cho, Tom’s Urban, Toridoll Dining Public Relations narratives in the stories on TV, radio and online has California, United Beverages, UP- Alcohol/Spirits space, functional At The Table PR has been com- made us a leader in the craft. Work- TIME Energy, and Via Veneto. beverage arena and more. mitted to food and beverage mar- ing with food brands, commodity Clients include Sparkling ICE, keting for almost 35 years. We boards, wines and spirits, we get Anheuser-Busch, Evian Natural are a full-service boutique agency their messages to the right audi- FINEMAN PR Spring Water, Santa Margheri- offering overall branding, strategic ence. Our producers partner with ta Wines, Whole Foods Market, planning, social media strategy and our clients to find the most effec- Member of IPREX 150 Post St., #620 Viki’s Granola, M&Ms, Welch’s implementation, media relations, tive way to talk about their brand. San Francisco, CA 94108 Fruit Snacks and many others. international marketing, blogger Our close, enduring relationships 415/392-1000 coordination, local store market- with the media result in the highest Fax: 415/392-1099 ARTISAN ing, franchise marketing, videogra- quality bookings. Our creatively [email protected] phy, product launches, advertising, designed cost-effective production www.finemanpr.com PRODUCTION packaging and design, food pho- packages increase brand awareness, tography, grand opening PR and reaching influencers and targeted For almost 30 years, Fineman PR HOUSE marketing and special event plan- audiences in prime media markets. has been consistently recognized ning and implementation. Through carefully honed strategy for its award-winning food and 110 East 25th Street From the farm to the table, At and skilled execution, our team of beverage campaigns. The agen- Neuehouse, 2nd Floor New York, NY 10010 The Table PR is dedicated to serv- media experts and network-creden- cy specializes in brand PR, crisis 347/351-4804 ing our clients by promoting their tialed producers delivers promised communications and multicultur- vimeo.com/artisanproductionhouse brands with our team of experi- results. al engagement for a full range of enced professionals and creative What we do: video production for food and other CPG categories, Erin Lahey Schwitter, Producer/ partners, specializing in all areas broadcast, web, corporate events, including conventional and organ- Partner of the food industry. We represent training; TV satellite, radio, on- ic foods, nutritional supplements, [email protected] a diverse group of clients, from line media tours; integrated media confections, and wine and spirits. Kara Leibowitz, Producer/Partner pecan and produce farms to vine- tours; partner media tours; media Fineman PR excels in building [email protected] yards, all the way to the tables of training; social media campaigns; category leadership for its clients. some of the best eateries. Our re- webcasts and live streamed inter- We demonstrate why a client’s Artisan Production House is lationships with our clients are active events; video, audio, multi­ brand promise merits audience a full service production house forged with trust and integrity and media news releases; B-roll pack- trial and trust. Fineman PR’s specializing in food & lifestyle the desire to bring the freshest in- ages; and PSAs. high-profile crisis communications

24 MARCH 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Food & Beverage PR Firms work, including product recalls, rative. Using our completely inte- labor negotiations, activist demon- grated communications approach, strations, brand defamation, high we have transformed Jamba Juice profile lawsuits and workplace into an iconic smoothie maker accidents, is nationally renowned. and Peet’s Coffee into a leader in We safeguard and reinforce client coffee movement. We also helped reputations. Levy Restaurants develop from a Recent work includes full-ser- leading sports and entertainment vice marketing communications restaurateur into a family of brands and issues management for Foster designing unforgettable live enter- Farms poultry; leadership posi- tainment experiences. tioning for brands and company executives; blogger and influencer relations programming; social/dig- FOODMINDS ital content strategy and develop- ment; media training; cause mar- 328 S. Jefferson St., Suite 750 Chicago, IL 60661 keting and community relations; 312/258-9500 and internal and retailer commu- Fax: 312/258-9501 nications. Fineman PR’s lifestyle, FoodMinds.com wine and multicultural divisions add specialty services tailored to Laura Cubillos, RD each client’s needs. [email protected] Office: 650/860-5010 ext.301 FINN PARTNERS Mobile 773/988-8805 FoodMinds is an award-winning 301 East 57th St. communications and consulting New York, NY 10022 212/715-1600 company boldly transforming the way the world thinks about food, www.finnpartners.com San Francisco-based Fineman PR developed a content-rich strategy, Twitter.com/finnpartners nutrition and health. We harness Facebook.com/finnpartners communications, science and heavily weighted on influencer marketing, to help poultry client Foster LinkedIn.com/company/finn-part- public affairs to establish unique Farms redefine comfort food. The campaign drove engagement with the ners selling propositions and produce brand and made in-roads with new audiences, resulting in more than 148 novel food and nutrition programs. million impressions. Cliff Berman, Senior Partner (East) Clients come to FoodMinds when [email protected] they want to create a better story Howard Solomon, Managing Part- that makes a difference, and tell it ner (West) David Gwyn, President / Principal [email protected] in a way that achieves their objec- Natalie Best, Executive Vice Pres- include some of the world’s leading Daniel Pooley, Managing Partner tives through measurable results. ident / Director of Client Services / companies and brands, including (Midwest) FoodMinds brings together the Principal Hood River Distillers, Pendleton [email protected] right mix of talented, seasoned and Whisky, Melitta Coffee, Moe’s motivated professionals — from French/West/Vaughan (FWV) is Southwest Grill and Atlantic Nat- Finn Partners Food & Beverage registered dietitians, consumer the Southeast’s leading public rela- ural Foods. Specialty Practice envisions the marketers and media strategists tions, public affairs and brand com- FWV has also produced industry differently, by taking a to PhDs, science writers and pub- munications agency and the winner award-winning campaigns that sig- holistic lifestyle approach about lic affairs experts — to shape a of the Holmes Report 2016 Con- nificantly increased product sales enjoying the experience of food new food frontier with our clients sumer Agency of the Year and the for the likes of The Coca-Cola whether it is shopping, preparing, where people are healthier and Bulldog Reporter Communications Company (NESTEA, Gold Peak, eating at home or dining out. The happier. Agency of the Year. Founded in Minute Maid, DASANI and Sim- team has produced award-winning Clients include: Almond Board April 1997 by Agency Chairman & ply Orange), Celebrity Chef Lore- results for a diverse group of cli- of California, American Heart As- CEO Rick French, FWV employs na Garcia, the North Carolina Beer ents touching every aspect of the sociation, Applegate, Can Manu- 103 public relations, public affairs, and Wine Wholesalers Association, food and wine experience. facturers Institute, Chobani, Dairy social media, advertising and dig- Brinker International (Maggiano’s We are passionate profession- Management, Inc., Diageo, Hass ital marketing experts between its Little Italy restaurants), Elevation al communicators, charged with Avocado Board, Mondelez, Na- Raleigh, N.C. headquarters and Burger, House-Autry, ConAgra creating and executing integrat- tional Cattlemen’s Beef Associa- New York City, Los Angeles and (Slim Jim, Pemmican Beef Jerky), ed marketing campaigns for our tion, Nestlé, Sabra Dipping Com- Tampa offices. Nabisco Foods, Brown-Forman clients. Social Media, and digital pany and Welch’s. FWV is home to one of the (Jack Daniel’s), Whole Foods Mar- communications, our signature FoodMinds is a wholly owned country’s largest food and bever- ket, Diageo North America (Bulleit campaigns are created especially division of PadillaCRT, a top 10 age practice areas and has been Bourbon), BRAND Napa Valley, for Restaurant, Fast Casual and independent public relations and ranked in the top 20 nationally by Grain and Barrel Spirits and Smith- QSR clients as well as Grocery and communications company. O’Dwyer’s for more than a decade. fields Chicken ‘N Bar-B-Q, among CPG clients and spirits and wine FWV specializes in creating maxi- many others. clients. Food and beverage cli- FRENCH/WEST/ mum brand exposure for its clients ents include Jamba Juice, Cinna- through strategic partnerships, paid The April issue of O’Dwyer’s will pro- bon, Jack Daniel’s, J. Alexander’s VAUGHAN endorsements, sponsor relations, file firms that focus on social media, Family of Brands, Omaha Steaks, event management, social media, as well as video & broadcast service Rioja wines, Treasury Wine Es- 112 East Hargett St. mobile and experiential marketing tates, Peet’s Coffee, Carvel, Levy Raleigh, NC 27601 and traditional earned media out- companies. If you would like to be Restaurants and others. 919/832-6300 reach programs that stimulate prod- listed, contact Senior Editor We are proud of our work to www.fwv-us.com uct trial, increase brand awareness Jon Gingerich at 646/843-2080 or not only drive sales but also help and drive purchase intent. [email protected] companies evolve their brand nar- Rick French, Chairman & CEO FWV’s food and beverage clients

ADVERTISING SECTION | WWW.ODWYERPR.COM | MARCH 2017 25 Profiles of Food & Beverage Firms

www.hunterpr.com [email protected]

Partners: Grace Leong, Jonathan Lyon, Mark Newman, Donetta Al- len, Gigi Russo, Erin Hanson

Hunter Public Relations is an award-winning, consumer prod- ucts public relations firm with particular expertise in food, bev- erages, and nutrition. Hunter PR’s creative approach and client ser- vice-orientation has led to some of the most enduring client rela- tionships in the business includ- ing Tabasco Brand Pepper Sauce, who was our first client 28 years ago, and still a client today. Other clients include some of America’s most iconic and respected food and beverage companies including Campbell Soup Company, Diageo, E&J Gallo Winery, Mondelez, Outback Steakhouse, Plum Or- ganics, Post Foods, Red Bull, and Smithfield. With offices in New York and London and a strategic footprint in markets across North America, A mixologist at High Street on Hudson in New York City pours an original cocktail made with TABASCO® Sauce Hunter PR’s 120-person firm of- at the annual pepper harvest celebration. Hunter PR works with TABASCO to execute these events, known as fers a full suite of strategic market- Harvest Parties, all over the world in cities like New York, London and Bali. During events, attendees — includ- ing PR services including: research ing food media, chefs and social media influencers — become fully immersed in the world of TABASCO, from and insights; media relations; seed to sauce, through the food, drink and overall experience. social media marketing; Hispan- ic outreach; social responsibility initiatives; special event produc- tion and sponsorship activation; HALL PR Our goal is to lend our experi- pitality, F&B, travel and lifestyle product introductions and anniver- ence and know-how to growing public relations agency that crafts saries; nutrition and recipe initia- 161 West 23rd Street restaurant and hotel groups who customized, tailored strategic tives; talent negotiations; media New York, NY 10011 are seeking representation and plans to fit each client’s specific integrations; and crisis counsel- 212/684-1955 concepts for properties as they ex- goal, producing unparalleled re- ing. Hunter PR’s award-winning www.hallpr.com pand around the globe. sults and surpassing expectations. graphic and digital design team [email protected] Specialties include: Media Re- With offices in Fort Lauderdale creates everything from program lations, Social Media, Concept and Atlanta, Hemsworth prides Steven Hall, President & Founder logos and collateral materials to Development, Overseas Licensing itself on its passion, insights and innovative, custom social and dig- Lisa Hammer, General Manager Agreements, Culinary/FOH con- connections. Capabilities include ital media applications in-house. Founded in 1996, Hall PR is a sulting, and Marketing Initiatives. corporate communications strate- Revitalizing mature brands, creat- global hospitality/lifestyle public gy, brand development initiatives, ing buzz around new products and relations, consulting and concept HEMSWORTH writing, thought leadership, new building awareness among key development agency headquar- openings/events, social media, influencer groups (including the tered in New York City. Hall PR is COMMUNICATIONS guerilla marketing campaigns and epicurean and nutritional health affiliated with Andrew Freeman & more. communities) are among the firm’s Co in San Francisco, CA and Of- 1011 E. Las Olas Blvd. A sampling of Hemsworth’s specific areas of expertise. fice K2M in Tokyo, Japan. Ft. Lauderdale, FL 33301 global client roster includes: At Hall PR we stop at nothing to www.hemsworthcommunications.com AmaWaterways, Best Western Samantha.Jacobs@hemsworth- get our clients the media exposure Hotels & Resorts, Bistro, Clearwa- ICR communications.com ter Uncorked, Coral Hospitality, they deserve, and our cutting edge Instagram.com/HemsworthPR out of the box thinking has cata- JWB Prime Steak and Seafood, 685 Third Ave., 2nd Floor Facebook.com/HemsworthCom- New York, NY 10017 pulted our clients to new heights in munications Landshark Lager, Margaritaville Holdings, Panorama Restaurant 646/277-1200 the media world. We are the eyes LinkedIn.com/Company/ [email protected] and ears of our clients and are con- Hemsworth-Communications and Sky Lounge, and Pearl Beach www.icrinc.com stantly bringing our ideas to the Club. table and collaborating on how to 3340 Peachtree Rd., NE, #1010 Thomas Ryan, CEO better achieve our joint goals. We Atlanta, GA 30326 Don Duffy, President 954/716-7614 HUNTER PUBLIC look at each client as an individ- ual, and believe that everyone has Samantha Jacobs, Founder and RELATIONS Established in 1998, ICR part- a right to have their story told. We President ners with companies to develop are proud to be the storytellers for 41 Madison Avenue, 5th Floor such passionate and talented peo- Hemsworth Communications is New York, NY 10010-2202 ple as those whom we represent. a full-service, award-winning hos- 212/679-6600 _ Continued on page 28

26 MARCH 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION

Profiles of Food & Beverage Firms

Ink Link Marketing is a full-ser- from firsthand experience as well vice marketing communications as from media, influencer and con- firm that specializes in the restau- sumer circles, LANE’s integrated rant, foodservice and hospitality campaigns connect across tradi- industries. The firm offers PR, tional and digital media, retailers promotions, LSM, new product and restaurants, and events. launches, grand opening support, LANE’s award-winning cam- corporate communications, em- paigns have produced measureable ployee communications and cri- results for national and interna- sis communications. Ink Link is tional clients in the wine, beer and headquartered in South Florida spirits; water, juice and coffee; and with a satellite office in the Los natural, organic and specialty food Angeles area. Foodservice clients categories including Moonstruck include: Church’s Chicken, The Chocolate Co., Snake River Farms, Krystal Company, Ovation Brands Double R Ranch, International Ol- (parent company to Ryan’s, Home- ive Council, José Andrés Foods, Town Buffet, Old Country Buffet, Oregon Strawberry Commission, Country Buffet, Fire Mountain Trailblazer Foods, Olympia Pro- and Tahoe Joe’s), On The Border visions, Steaz, Portland Roasting Mexican Grill & Cantina, Tropical Coffee, Wines from Spain, E. & J. Smoothie Café, Forever Yogurt, Gallo Winery, Cupcake Vineyards, Fishbowl and MIC Food. Sokol Blosser Winery and 10 Bar- rel Brewing. LANE MARKETING a Finn Partners Company New York City | Portland | Seattle MAVEN www.lanepr.com [email protected] 37 W. 37th Street, 6th Floor 503/221-0480 New York, NY 10018 212/967-5510 Wendy Lane Stevens, Managing www.MarketingMaven.com Partner Los Angeles 310/994-7380 LANE, a Finn Partners Com- Lindsey Carnett, CEO & Presi- pany, builds buzz and drives trial dent, lindsey@marketingmavenpr. and sales for brands from coast com to coast. With over 25 years of Natalie Rucker, Director of Busi- Marketing Maven client Chalios showed KTLA viewers what they could experience across the food and ness Development, natalie@mar- taste at LA Weekly’s Tacolandia. beverage industry, LANE’s sea- ketingmavenpr.com soned specialists know how to tar- get messages and elevate brands. Named to Entrepreneur maga- Inc., Freshpet, Genuine Parts Co., Drawing on insights garnered zine’s 2016 Entrepreneur 360 List ICR Gildan Activewear, Harman, Herb- as one of the Most Entrepreneurial _ Continued from page 26 alife Ltd., HubSpot, lAC, Jarden Companies in America, Market- Corp., Lazard Freres & Co. LLC, ing Maven’s sophisticated share La Quinta Holdings, Inc., Legg of voice and sentiment analysis Mason & Co., LLC, lululemon tools help to shape campaign strat- athletica, Mobileye, Michaels, egy for food and beverage clients. and execute strategic communica- Michael Kors, New Relic, Ocw- Aligning with key influencers and tions programs and advisory ser- en Financial Corp., Pandora Me- utilizing grassroots social media vices that achieve business goals, dia, Inc., Paramount Group, Inc., tactics, paired with traditional me- build credibility, and enhance the Planet Fitness, Inc., Red Hat, Inc., dia relations, generates significant long-term value of the enterprise. Shake Shack, Starwood Property impact for clients. The firm’s highly differentiated Trust, VF Corp., Williams-Sono- From an online cooking school service model, which pairs capital ma, Inc., Wingstop, Workiva and to patented functional ingredients, markets veterans with senior com- Zoës Kitchen. the bicoastal team at Marketing munications professionals, brings Maven knows how to navigate deep sector knowledge and rela- INK LINK food and beverage PR and social tionships to clients in more than media campaigns. We specialize 20 industries. Today, ICR is one of MARKETING in showcasing your brand and in- the largest and most experienced creasing sales with unique pitch independent advisory firms in the 7950 NW 155th St., Suite 108 concepts distributed to top media world maintaining offices in Bos- Miami Lakes, FL 33016 for national TV, radio, newspaper, ton, Connecticut, Los Angeles, 305/631-2283 magazine and online coverage. New York, San Francisco, Hong [email protected] Marketing Maven is 8(a) certi- Kong and Beijing. www.inklinkmarketing.com fied by the U.S. Small Business Clients: Boot Barn, Chunghwa Kim Miller, President Administration, Women’s Business Telecom Co. Ltd., Cobalt Int’l Kampi Chaleunsouk, Senior VP Enterprise (WBE), has WOSB sta- Energy, Dave & Busters, Fleet- of Client Services Kimberly Miller, President of Ink tus with the government and DBE, Cor Technologies, Inc., Fossil, Cat Diaz, Dir., Client Services Link Marketing. CUCP and CPUC certification.

28 MARCH 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Food & Beverage PR Firms

sign, digital, social, mobile, media MARX LAYNE & relations and crisis management expertise to build corporate and COMPANY product brands with customers, investors, employees and commu- 31420 Northwestern Hwy., #100 nities. Farmington Hills, MI 48334 PadillaCRT’s Food, Beverage 248/855-6777 ext.105 and Nutrition Practice is one of [email protected] the strongest and most experi- www.marxlayne.com enced in the country. Represent- Michael Layne, Managing Partner ing both brands and marketing cooperatives, the agency covers Marx Layne has been providing all audiences: consumer, foodser- cost-effective marketing, public vice, retail and manufacturing. relations and digital media on a lo- PadillaCRT’s team includes food cal, regional and national basis to experts; wine and spirits experts; the food and beverage sector since writers and publicists; registered 1987. dietitians; recipe developers; and Services offered to clients in- research, branding and digital clude media relations, social specialists. Its food and beverage media, grand openings, product teams’ unique in-house resources Nik and Lijana Wallenda walked a high wire 80 feet above the City of launches, special events, crisis and include a culinary studio near na- Detroit to promote McDonald’s coffee. The event and media campaign issues management, internal com- tional media in New York City and orchestrated by Marx Layne & Company generated nearly $1 million in munications, community engage- an extensive food and beverage media coverage. ment programs, sampling events, library. blogger relations, online reputation Clients in the food and beverage management, direct mail, eblasts, sectors include Bordeaux wines, what’s next sets Peppercomm in reaching influencers who af- graphic design, web development the Federation of Quebec Maple apart from other integrated com- fect change, Pollock provides im- and design, content creation, bro- Syrup Producers, Hass Avocado munications and marketing firms. pactful and successful social and chure and newsletter production, Board, Prosciutto di Parma, U.S. It enables us to push boundaries traditional communications cam- and expanding concepts into new Highbush Blueberry Council and while mitigating risk for clients paigns. Founded in 1991, Pollock markets. Welch’s. in financial services, consumer, has been powering change for its Clients include fine dining, fast FoodMinds, an award-winning B-to-B and multi-industry sectors. client for decades. We pioneered casual, QSRs, supermarket chains, food and nutrition communica- Our unique approach and dy- communications for the functional and food and beverage manu- tions and consulting company, is namic workplace attract the best food movement, creating some of facturers and suppliers. We have a wholly owned division of Padil- talent who, in turn, help us win and the major food trends of the past successfully introduced concepts laCRT. PadillaCRT is a founding retain the best clients. While we’ve 10 years, including making tea the new to Michigan, Illinois, Indiana, member of the Worldcom Public won countless awards, we’re most healthy drink of the new millenni- Florida and other markets. Relations Group, a partnership of proud of being named Best Place um and making chocolate a healthy Our creativity is boundless with 143 independently owned partner to Work in New York City by indulgence. Most recently, Pollock one example being when Marx offices in 115 cities on six conti- Crain’s New York Business and positioned cranberries as the su- Layne conceptualized and man- nents. a Best Workplace for Women by perfruit of Millennials through a aged all aspects of a product launch Great Place to Work® and Fortune. creative, award-winning social for a global restaurant brand that Our combined years of deep cat- media campaign that helped to cre- featured Nik Wallenda walking a PEPPERCOMM, egory experience and love of what ate a new generation of cranberry high wire 80 feet above the City of INC. we do shapes our work. We engage lovers. The Cranberry Friendsgiv- Detroit, generating nearly $1 mil- your audiences on every level and ing Photo Contest, which encour- lion in national media coverage. 470 Park Ave. South set your brand apart. And we do aged Millennials to share their Wallenda later went on to break 4th Floor North all this to help your bottom-line Friendsgiving cranberry creations Guinness World Records crossing New York, NY 10016 and build your business. So get in on social media, helped increase Niagara Falls and the Grand Can- 212/931-6100 touch. We’re all ears. awareness of the superfruit among yon. [email protected] a key target, helped increase sales www.peppercomm.com and positioned cranberries at the POLLOCK center of a new American tradi- PADILLACRT Steve Cody, Co-CEO & Co-Found- er COMMUNICATIONS tion, Friendsgiving. Ed Moed, Co-CEO & Co-Founder For more than 25 years, we 1101 West River Pkwy., #400 have been powering change for (Headquarters) Ted Birkhahn, Partner & President 205 East 42nd Street, 20th Floor Minneapolis, MN 55415 Ann Barlow, Partner & President, New York, NY 10017 Fortune 100 food and beverage 612/455-1700 West Coast 212/941-1414 companies and global commodity PadillaCRT.com Deborah Brown, Partner & Man- Fax: 212/334-2131 foods, working to direct, shape and aging Director [email protected] amplify their health and wellness Ed Hoffman, Senior Vice President Jacqueline Kolek, Partner & Man- www.lpollockpr.com stories. By strategically targeting aging Director Maggie O’Neill, Partner & Manag- Louise Pollock, President and influencing food policymak- PadillaCRT is a top 10 indepen- ing Director ers, traditional and social me- dent public relations and com- Pollock Communications is dia, retail professionals and the munications company. Its 240 Peppercomm is an independent- an independent PR and market- healthcare community, Pollock employee owners use insightful ly owned 21-year-old integrated ing communications agency that Communications delivers results strategies to help clients develop communications and marketing offers cutting edge expertise in that change consumer perceptions deep connections with the people agency headquartered in New traditional and social media out- and protect and enhance a brand’s who are important to their success. York with offices in San Francisco reach for food, beverage, health Its 360-degree approach uses re- and London. Helping clients see & wellness, and lifestyle clients. search, branding, advertising, de- around the corner and determine With an established background _ Continued on page 30

ADVERTISING SECTION | WWW.ODWYERPR.COM | MARCH 2017 29 Profiles of Food & Beverage Firms

QUINN

New York 48 West 38th Street, Penthouse New York, NY 10018 212/868-1900 www.quinn.pr

Miami 310 NW 26th St Miami, FL 33127 786/600-3954

Los Angeles (opening May 1)

Quinn represents a select group of Food, Wine + Spirits clients. Currently these brands include: MR CHOW, Pokéworks, Del Fris- co’s, Sullivan’s Steakhouses, The Deck at Island Gardens, ZUMA, A Fish Called Avalon, Merriman’s Restaurants, Monkeypod Kitchen, La Centrale, Stone and The Farm at Belle Mont Farm. We help our clients define their visions, build brands and drive business. Pollock Communications is honored with a Big Apple Award by the New York Chapter of the Public Relations Society of America for its millennial-focused Cranberry Marketing Committee social media campaign, creating a new generation of cranberry lovers. RF|BINDER

950 Third Avenue, 7th Floor New York, NY 10022 212/994-7600 fluencer advocacy and social me- sumer purchasing decisions. www.rfbinder.com POLLOCK COMMS. dia to achieve measurable results In addition to PR practitioners Twitter: @rfbinder _ Continued from page 29 in brand awareness. We change and marketers, our staff includes consumer perceptions through in- media-savvy registered dietitians Amy Binder, CEO fluential healthcare professional who can address health & nutri- Atalanta Rafferty, Executive Man- position in the market. We utilize (HCP) recommendations, and by tion issues that are top-of-mind aging Director, Food & Beverage creative and impactful media out- generating media coverage and so- for today’s print, broadcast and reach, evidence-based science, in- cial media buzz that impacts con- online journalists. Over the last At RF|Binder, we work with two decades, Pollock has culti- companies, brands and institutions vated long-term relationships and that are often in the most transfor- trained a network of spokespeople, mational period in their history, including media registered dieti- that are disruptors in their cate- tians, celebrity chefs, social media gory, that are purpose driven and celebrities, medical doctors and that are addressing the core issues scientists, who are available and of our society today. We seize ev- ready to deliver key messages for a ery opportunity to tell a client’s variety of our clients in broadcast, story, and we dive head first into print and social media. their business. We believe that our We believe in pushing boundar- senior hands-on management, em- ies, breaking barriers and asking, phasis on strategic thinking, and “what if?” We diligently do our deep expertise in the food industry homework to develop an execut- sets us apart from the competition. able, strategic plan that delivers Our work ignites impactful results measurable results … every time. that not only reach goals, but also Clients: A2 Milk, Abbott’s EAS critically strengthen brands’ iden- Brand, American Society of Hy- tities, to ultimately support and pertension, Cranberry Institute, invigorate businesses’ bottom line. Cranberry Marketing Committee Food and beverage is a corner- USA, Fifty50 Foods, Frito-Lay, stone practice at RF|Binder, with Gourmet Factory, PepsiCo’s experience working for more Quaker Brand, Seafood Nutrition than 60 food and beverage cli- Partnership, Tea Board of India, ents across the industry including Tea Council of the USA, The QSR, restaurant, and supermarket Dannon Company, The Danone brands. We’ve worked at both the International Institute, USA Rice The New York Times captured the iconic Mr. Chow, a Quinn client, in a Federation and Whey Protein Re- Food cover story on his madcap empire. search Consortium. _ Continued on page 32

30 MARCH 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION

Profiles of Food & Beverage Firms WEBER activations, and social amplifica- tion. SHANDWICK

875 N. Michigan Ave. Suite 2400 TREVELINO/ Chicago, IL 60611 KELLER 312/988-2400 www.webershandwick.com

King Plow Arts Center Gail Heimann, President 949 W. Marietta St., Suite X-106 Janet Helm, MS, RD, Chief Food Atlanta, GA 30318 and Nutrition Strategist, North 404/214-0722 America Fax: 404/214-0729 [email protected] Weber Shandwick has built one www.trevelinokeller.com of the largest and most success- ful food and nutrition practices Trevelino/Keller has established in North America. Our clients in- its food, beverage and franchis- clude many of the world’s leading ing practice as one of the more food companies, and we’ve been accomplished in the U.S., target- behind some of the most iconic ing emerging and middle-market campaigns for food brands in the companies across four channels: country. Weber Shandwick also #UNDER35POTUS was a social movement created by Captain Morgan in restaurants, franchising, manufac- has deep expertise in turning food 2016 to inspire a younger generation to become more involved in politics turing and associations. With its industry groups like milk and pork by allowing them the opportunity to be POTUS. Taylor conceived and led progressive foodie agency culture, into brands with award-winning a fully integrated campaign through digital, paid, earned, experiential, PR from wine making to its own or- campaigns that have changed per- and social. The agency executed a very bold campaign that brought to life ganic bee colony to seasoned salt ceptions and built demand. the fun and irreverent spirit of a Brand. The campaign launched with an production, the firm is sought af- Our food clients range from open letter in the New York Times and a Petition on WethePeople.org, as ter for international, national and the indulgent to functional, and well as a series of unique media partnerships including Buzzfeed, MiTu, hyperlocal programming in four they each have a story to tell. In Tinder and ESPN. core offerings: Public Relations, today’s “always-on” world, we Digital/Social Marketing, and De- help brands engage, always. We mand Generation. manage the online communities of With a commitment to launch- our multiple food clients and have entertainment platforms to engage ing new brands and re-establishing extensive experience in creating RF | BINDER consumers and drive business lost leaders, Trevelino/Keller’s engaging content and managing _ Continued from page 30 growth. disruptive approach to strategy issues. Our work involves launch- Named “Consumer Agency of and creative makes it one of the ing new products, reinvigorating the Decade” by The Holmes Re- more innovative agencies in the brands, establishing thought lead- port, Taylor has more than 100 industry. Its success cross fertiliz- ership, and leveraging scientific brand and corporate level, for both employees with headquarters in ing its food and beverage practice research to change the way con- Fortune 500 food and beverage New York and offices in Los An- with franchising, environment, sumers and influencers think about companies and start-up brands. geles, Chicago, and Charlotte. The health, lifestyle and even tech- specific foods or ingredients. With our deep understanding of agency provides a full array of ser- nology, gives it a leg up on those We have a dedicated food and the food landscape, we will help vices including: brand planning; agencies limited by a franchise nutrition team that includes some clients discover what’s next for creative; digital strategy and social or food and beverage only focus. of the industry’s most strategic their business. media; strategic media relations; Its balanced base of experience in senior counselors and content ex- consumer insights; measurement B2B and B2C enable companies perts — including registered di- and evaluation; event creative and to consolidate their agencies for etitians, PhD nutrition scientists, TAYLOR production, multicultural; and tal- an integrated approach. The firm’s former and current journalists and ent procurement and training. growth in digital/social marketing trained chefs. These imbedded ex- The Empire State Building Taylor develops and executes has resonated with those brands perts have extensive experience 350 Fifth Avenue, Suite 3800 New York, NY 10118 marketing communications pro- and concepts interested in a dual in public-private partnerships, al- 212/714-1280 grams for category leading food national and hyperlocal approach liance building, food and agricul- www.taylorstrategy.com and beverage brands, including with tactics ranging from paid ture policy, food regulations, sus- — for the past 29 years — Dia- search, organic social, remarket- tainability, food safety and crisis Tony Signore, CEO & Managing geo, the world’s leading premi- ing and social leadgen. communications. Partner um drinks business. Via social Notable work includes John- We have strong relationships Mike Costabile, Executive Vice campaigns and strategic media ny Rockets, Corner Bakery Café, with food and nutrition influenc- President relations, Taylor has successfully TCBY, Moe’s Southwest Grill, ers, including registered dietitians launched new products, reinvigo- Starbucks Coffee Company, Mrs. and bloggers, who are increasingly Taylor partners exclusively with rated iconic brands and sustained Fields, National Foundation for influencing the media landscape. category leading consumer brands momentum in the marketplace for Celiac Awareness, Great South- Weber Shandwick created and that utilize lifestyle, sports, and Diageo’s adult beverage favorites ern Craft Beer Competition and continues to support the Nutrition such as Crown Royal, Guinness, the Atlanta Food & Wine Festival. Blog Network — an aggregator Captain Morgan, Smirnoff and The firm extends its commitment of more than 900 blogs written View & download profiles of Bulleit, among others. to food and beverage four times by registered dietitians. Our food hundreds of PR firms specializing in The agency also partners with a year with its original Winepre- practice specialists have extensive a dozen industry areas at: leading consumer food brands for neurs event series, hosted in part- experience in engaging the com- www.odwyerpr.com a wide range of services, including nership with Silicon Valley Bank, munities that matter most to our product introductions, sponsorship for entrepreneurs who love wine. food and beverage clients. 

32 MARCH 2017 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’SFOOD & BEVERAGE RANKINGS PR FIRMS

Firm Net Fees (2015) Firm Net Fees (2015)

1. Edelman, New York, NY $108,204,736 26. Lambert, Edwards & Assocs., Grand Rapids, MI 954,000

2. APCO Worldwide, Washington, DC 15,408,500 27. LANE, Portland, OR $920,005

3. Hunter PR, New York, NY 15,000,000 28. O’Malley Hansen Communications, Chicago, IL 745,753

4. Zeno Group, New York, NY 10,177,022 29. BLAZE, Santa Monica, CA 707,435

5. FoodMinds, Chicago, IL 8,287,748 30. Status Labs, Austin, TX 683,859

6. Taylor, New York, NY 7,230,000 31. Quinn, New York, NY 572,997

7. PadillaCRT, Minneapolis, MN 6,724,110 32. J Public Relations, New York, NY 564,629

8. Coyne PR, Parsippany, NJ 6,538,830 33. Stuntman PR, New York, NY 524,000

9. Regan Communications Group, Boston, MA 5,265,400 34. Bizcom Associates, Addison, TX 450,000

10. RF | Binder Partners, New York, NY 5,011,118 35. The Power Group, Dallas, TX 408,477

11. Finn Partners, New York, NY 4,039,000 36. Maccabee, Minneapolis, MN 380,812

12. Ruder Finn, New York, NY 3,500,000 37. Trevelino/Keller, Atlanta, GA 375,000

13. 5W Public Relations, New York, NY 3,400,000 38. TransMedia Group, Boca Raton, FL 201,446

14. Jackson Spalding, Atlanta, GA 2,919,464 39. rbb Public Relations, Miami, FL 198,455

15. W2O Group, San Francisco, CA 2,700,000 40. Rosica Communications, Paramus, NJ 192,890

16. French | West | Vaughan, Raleigh, NC 2,689,771 41. North 6th Agency (N6A), New York, NY 179,404

17. Konnect Public Relations, Los Angeles, CA 2,308,196 42. Red Sky PR, Boise, ID 140,229

18 Gold PR, Corona, CA 2,000,000 43. Hemsworth Communications, Ft. Lauderdale, FL 121,000

19. 360 Public Relations, Boston, MA 1,726,120 44. McNeely Pigott & Fox PR, Nashville, TN 107,657

20. LEVICK, Washington, DC 1,629,529 45. Marketing Maven PR, Camarillo, CA 97,400

21. SPM Communications, Dallas, TX 1,317,334 46. The Hodges Partnership, Richmond, VA 96,000

22. WE, Bellevue, WA 1,147,000 47. Sachs Media Group, Tallahassee, FL 45,000

23. Butin Integrated Comms., St. Simons Island, GA 1,082,317 48. Schneider Associates, Boston, MA 18,500

24. Peppercomm, New York, NY 976,482 49. Lovell Communications, Nashville, TN 6,000

25. Champion Management Group, Dallas, TX 973,103 50. Public Communications Inc., Chicago, IL 3,500

© Copyright 2017 The J.R. O’Dwyer Co. OPINION Professional Development Donald Trump and the end of public relations By Fraser Seitel

epending on who you talk to, Presi- President Trump seems to have a problem PR Principle #5: Always keep your word dent Donald Trump could mean the with “facts,” whether tweeting or speaking. The quickest way to lose your reputation Dend of everything from illegal immi- For example, the difficult relations with is to promise something and then fail to fol- gration to the environment to the Mexican America’s southern neighbor began when low through. When President Obama drew peso to the proper use of grammar as we the President-to-be claimed: “Mexico is a “line in the sand,” threatening to retaliate know it. sending people that have lots of problems, against Syrian dictator Bashar al-Assad, his There’s one more and they’re bringing those problems with credibility suffered when he never acted on item that must be us. They’re bringing drugs. They’re bring- his pledge. added to the list: ing crime. They’re rapists. And some, I as- So smart leaders won’t promise some- the practice of sume, are good people.” thing unless they know they can back it public relations. The facts are a bit different, with the up. And then there’s Donald Trump. While Positive PR be- most recent number of immigrant sex of- virtually every U.S. presidential candidate gins with proper fenders equaling two percent, with Latinos shares his tax returns with voters, Trump performance and accounting for nine percent of U.S. sexual steadfastly refused. “I’m not releasing the good behavior and assaults; whites accounted for 71 percent. tax returns because, as you know, they’re communicating PR Principle #3: Never attack the media under audit. So I can’t release them till that reality to the In the days when print newspapers and that’s done.” Fraser P. Seitel has public. In other magazines ruled the communications A week ago the Administration an- been a communications words, “doing good landscape, the rule in public relations was, nounced that the President, on second consultant, author and and getting caught.” “Never get in a shouting match with a jour- thought, would be releasing nothing. teacher for more than But today, with nalist who buys ink by the barrel.” PR Principle #6: Take the high road 30 years. He is the au- the onslaught of The same holds true in the Age of the Finally, public relations advisors uni- thor of the Prentice-Hall text, The Practice of Typhoon Trump, Internet and Social Media. Savvy news- formly counsel clients to take the “high Public Relations. the practice of PR makers learn to slough off the slings and road” in any public debate. Leaders should may be doomed. In arrows hurled at reporters and bloggers. be admired, looked up to. And that means less than two weeks They don’t let media criticism get under that they must always act with decorum in the saddle, the new American President their skin. The new President, of course, and quality and refinement. had already violated a half-dozen of the isn’t most people. Here’s the “refinement” of America’s new cardinal principles of public relations. After the Times criticized his claims about President describing his most vocal critic, PR Principle #1: Never lie winning the popular vote, Trump tweet- the actress Rosie O’Donnell: “I said very The cardinal rule of the practice of public ed: “The failing @nytimes has been wrong tough things to her and I think everyone relations is to never, ever lie. Your most im- about me from the very beginning. Said I would agree that she deserves it and no- portant asset is your reputation. And if you would lose the primaries, then the general body feels sorry for her ... Rosie’s a loser, a lie, you lose it. election. Fake News!” real loser. I look forward to taking lots of In PR, where practitioners regularly ex- This, despite the fact Trump had earli- money from my nice fat little Rosie.” plain to reporters and bloggers, what their er sat down with the paper’s editors and All of which suggests that if President clients do and why they do it, lying is the agreed to “bury the hatchet.” Trump proceeds on his current course — quickest way to lose the trust of those from PR Principle #4: Don’t insult adversaries and there’s no reason to believe he’ll change whom you are attempting to gain “third What you say behind closed doors is your any time soon — the trusted, public rela- party endorsement.” business. But what you say for attribution tions advisor may be destined to go the way President Trump, in his very first week, can get you in trouble. So, when asked of the floppy disc. insisted that his inauguration drew more about a competitor or opponent you just viewers than any in history (it didn’t) and don’t like, it’s always better to demur, i.e. PR news brief also that despite the official results, more Discretion is the better part of valor. But Sharp expands to Florida legitimate voters voted for him than for Donald Trump doesn’t know the definition his opponent. “In addition to winning the of “discretion.” Sharp Communications, recently named one of the “50 Most Powerful PR Firms in America” by the New Electoral College in a landslide, I won the When John Lewis, the 76-year-old civil York Observer, has branched out to Florida to keep up popular vote if you deduct the millions of right icon who once had his skull cracked with an increasing number of clients based in or relo- people who voted illegally,” Trump said. open defending the rights of black people, cating to the sunshine state. In response, even the traditionally circum- suggested Trump was an “illegitimate Pres- The new office in West Palm Beach will handle spect New York Times headlined its front- ident,” the President fired back with guns accounts in Miami, Palm Beach, Orlando and Talla- hassee. page article, “Trump Repeats Lie About blazing: “Congressman John Lewis should Sharp, founded in 2000, employs 40 and focuses Popular Vote in Meeting with Lawmakers.” spend more time on fixing and helping his on clients in architecture & design; food, beverage & PR Principle #2: Always check your facts district, which is in horrible shape and fall- wellness; luxury lifestyle; the arts; financial services Journalists trust people who supply them ing apart (not to mention crime infested) and philanthropy. Nicole Janok, a Florida native and graduate of the with accurate facts. They build long-term rather than falsely complaining about the University of Florida, re-joins Sharp as Senior VP and relationships with public relations profes- election results. All talk, talk, talk — no ac- Regional Director and will head the new office. She sionals who feed them the straight story. tion or results. Sad!” has spent time as a reporter at the Palm Beach Post And they don’t trust sources who, purpose- Even Trump’s most devoted advisers must and held the role of Account Director at Sharp from ly or not, regularly get their facts wrong. have cringed at that one. 2011 to 2015.

34 MARCH 2017 | WWW.ODWYERPR.COM Financial Management Managing for prosperity in 2017 and beyond (part II)

By Richard Goldstein this may be digital services. Describe what about whether you have a time and billing your firm is, what you want and the mar- system. The recording of time should not n the January 2017 issue, I discussed the kets you currently serve and those that offer be the basis for billing a client unless that practice of managing for prosperity in a opportunities. is the agreement. You need to know if you Icolumn that discussed some of the les- Analyze current capabilities and those made or lost money on a client and why. sons taught to me by Al Croft. If you don’t you will need to move into new markets. There’s a school of thought out there that have access to that By the way, you may decide that in order to advocates that there’s no need to keep track column I’m happy be successful, you will need to acquire new of time at all! Those that advocate this ap- to forward a copy talent by acquiring another agency. I have proach say manage by the income state- of it to you. written in the past about the concept of a ment. If your margins are where you want By way of review, “Bolt on acquisition.” Delineate strengths them to be, this is all that counts! This is some of the funda- and corporate culture, the things that make true. However, my answer to those that ad- mental factors that your firm unique and memorable! Ask vocate eliminating the time and billing is you need to con- yourself, would I hire me? you lose the ability to understand how you sider to be success- Productivity arrived at the margin! ful in managing a A problem often experienced by small According to Rick Gould, it’s important PR firm are as fol- and medium sized agencies is low produc- to be flexible in tailoring your fees to the lows: tivity: billing less than 85 percent of avail- client and the assignment, whether it is cri- Richard Goldstein is • Write a business able time to clients. High productivity (not sis management, product launch, ongoing a partner at Buchbind- er Tunick & Company plan if you don’t al- over servicing) depends on attracting and brand awareness or something else. The LLP, New York, Certified ready have one. If maintaining excellent staff that have high basic goal is to provide your clients with Public Accountants. you need help with values and morals, and an environment services and, in return, to bill and collect this, let me know. that motivates staff by building intellectual for these services. To do this, there are a • Develop a short capital. OK, is this your agency? variety of both time-honored and innova- and long-term budget. I can assist you with I have to tell you, money alone will not tive mechanisms and a great many issues this as well. do it. Cash is the goal at the end of the day. to consider. I’ll discuss this in greater detail • Properly plan for staff needs. However, you cannot get it without great next month. • Develop a marketing plan. If one is in staff. Staff is one of the most important — if According to Gould, billing rates are now place, have you implemented the plan and not the most important — asset you have. averaging $480 per hour for CEOs of agen- is it working? If your agency can’t build staff intellectual cies with $25 million or more in net reve- • Develop and promote a unique strategic capital, they will leave regardless of what nues, with rates somewhat higher in the position. money you offer them. Employees need to Washington D.C. area. The rate for smaller • Aim for 80 percent to 85 percent staff understand, be recognized for and be proud agencies is $317 per hour. Agency VPs av- utilization. of their contribution to your firm’s success. erage $270 per hour. It’s important to estab- • Monitor write-offs. Do not carry work- They need to develop a strong sense of their lish billing rates for all your staff! in-process if it can’t be billed. You’re just own self-worth. According to the 2015 billing rate survey fooling yourself. It’s your responsibility as management conducted by Gould — I’ll let you know the • Track client profitability. What good is to educate staff about the agency workload 2016 results as soon as they are available a “marquee” client if you lose money every and to train them to balance (manage) their — firms are increasing rates. According hour you work on a project? This is not to own productivity by getting help in han- to Gould, this is due in his opinion, to an say that having the marquee client even at a dling peak loads or asking for additional improved economy and is consistent with loss is not worth it. My point is you need to work when their load is about to drop off. growth of the PR industry in both net reve- evaluate the relationship and decide if it is They can’t be afraid to say “I’m light on nues and operating profit. worth keeping the client. work.” A high level of staff interdependence • Monitor individual staff productivity. is essential to overall high productivity. Al- PR news brief • Monitor overall agency profitability. You low staff that is not busy to work on other should do this each month. If you are not projects. Don’t worry about the hours or Resound reps C+A Global satisfied with your overall profitability take realization. Remember you’re building staff Princeton, NJ-based tech and consumer lifestyle out the shovel! intellectual capital! agency Resound Marketing has been named public • Determine your billing rates based on Setting billing rates relations agency of record for electronics, photo- graphic equipment and consumer product manufac- your agency labor, overhead and desired Your agency needs a system for measur- turer C+A Global. profitability goals. I will write further on ing profitability and productivity. Many C+A Global, formerly known as C&A Marketing, this in the next few months. smaller agencies come up with numerous Inc., designs, manufactures and distributes popular • Make sure your rates are competitive. reasons why they don’t need a time and consumer products such as the Polaroid, SkyMall, Stanley, and Gold’s Gym brands. The Edison, NJ- Never give a fee estimate until you fully billing system. In my view, a time and bill- based company, which maintains satellite offices in understand the value your agency brings to ing system is a cost accounting tool. It helps London and China, was founded in 2003. the client! you measure both individual profitability Resound is charged with promoting consumer A few keys to profitability and client profitability. It is not necessarily awareness of C+A Global’s portfolio of products and Assuming you have or will develop a busi- brands and driving sales through earned and paid a billing tool. media placements across mainstream consumer, life- ness plan, consider developing a marketing Unless your client has agreed to pay you style, and technology outlets. niche or strategic position. An example of by the hour, your client could care less

WWW.ODWYERPR.COM | MARCH 2017 35 WASHINGTON REPORT TransCanada taps CGCN in renewed lobbying push

ransCanada, the Calgary, Alberta-based energy giant behind the controversial Keystone XL pipeline, has retained Wash- Tington, D.C.-based lobbying and public affairs shop CGCN Group for representation on Capitol Hill regarding energy-related matters. According to lobbying registration documents filed in Febru- ary, TransCanada has hired CGCN for help on issues pertaining to “natural gas policies in the United States and between the U.S. and Canada,” “any energy legislation impacting cross border and domestic transmission of natural gas,” and “policy issues and exec- utive branch approval of the Keystone pipeline.” TransCanada, which owns and manages a network of 2,150 miles of oil pipeline and more than 35,000 miles of gas pipeline across North America, is the owner of the Keystone Pipeline System that runs from Alberta to U.S. refineries in Illinois and Texas. Its repeal and replace the Affordable Care Act. Meanwhile, two U.S. proposed Keystone XL extension would transport approximately Senators — Joni Ernst (R, IA) and James Lankford (R, OK) — 83,000 barrels of tar sands each day from a preexisting TransCan- have co-sponsored the bill S.241, or “Protect Funding for Wom- ada pipeline system in Alberta to Nebraska, where it would then en’s Health Care Act,” which would “prohibit federal funding of continue via another pipeline network to refineries in the Gulf of Planned Parenthood Federation of America” and instead re-allo- Mexico. cate those funds to women’s healthcare providers that don’t pro- The proposed project became the subject of fierce protest among vide abortion services. environmental groups and activists. After more than a half-dozen Planned Parenthood isn’t funded directly by the federal govern- years of review, President Obama in late 2015 denied the permits ment; the majority of its funding comes in the form of preventive needed for construction of the XL pipeline, claiming the project care reimbursements through Medicaid or other publicly funded wouldn’t increase energy security, lower gas prices or “make a health care programs such as Title X (about 60 percent of PP pa- meaningful, long term contribution to the economy.” tients rely on programs such as Medicaid and Title X for their pre- In January, however, President Donald Trump signed an execu- ventive and primary care, according to the organization). Planned tive order re-authorizing the Keystone XL pipeline, allowing Tran- Parenthood received $554 million in federal funding and grants sCanada to resubmit its application, thus effectively reviving the for the 2014-2015 fiscal year. Other funding comes from private project. Trump’s January executive action also revived the contro- contributions. By law, federal funding cannot be allocated for versial Dakota Access pipeline, whose approval Obama had simi- abortions. larly blocked late last year. The Planned Parenthood account will be managed by Epplin TransCanada last year spent $1.1 million in total lobbying ex- President and Founder Robert Epplin, a former Gephardt Govern- penditures, following $1.38 million in lobbying spends the year ment Affairs VP who was previously Legislative Director to Sena- prior. Infamously, TransCanada had previously tapped num- tor Susan Collins (R, ME) and also handled tax and trade matters ber-one independent PR giant Edelman to develop a communi- for Sen. Gordon Smith (R, OR). Epplin, who began his Senate ca- cations program involving its Energy East Pipeline, which would reer as advisor to Sen. Bob Packwood (R-OR) on budgetary, eco- have transported oil from western Canada and the northwestern nomic, foreign affairs and defense issues, launched his government U.S. to refineries in Quebec. That relationship fell apart in late relations firm in early 2015.  2014 after environmental group Greenpeace obtained a cache of documents detailing Edelman’s strategy for the project and leaked it to Canadian media outlets. SoundExchange signs Farragut CGCN, formerly known as Clark Geduldig Cranford & Nielsen, is the right-leaning lobbying firm that was founded by Steve Clark, igital performance rights organization SoundExchange has who was previously Communications Director for the National retained Washington, D.C.-based lobbying firm Farragut Republican Congressional Committee.  DPartners for representation on Capitol Hill on issues related to broadcasting and copyright. SoundExchange collects Internet and satellite radio royalties on Planned Parenthood picks the behalf of copyright owners and recording artists. The non-prof- it, which was formed in 2003 as a division of the Recording Indus- Epplin for lobbying salvo try Association of America, is run by a board that includes RIAA executives, major music publishers, independent labels and artist lanned Parenthood has tapped government relations firm representatives. The majority of the organization’s collected royal- Epplin Strategic Planning for Capitol Hill representation in a ties come from Sirius-XM and web-based music services. Pbid to protect the organization’s federal funding amid ongo- SoundExchange has hired Farragut to voice its opposition to ing political attacks. H.Con.Res.13, also known as “Supporting the Local Radio Free- The health services and contraceptive giant, which sees 2.5 dom Act.” That bill, which was introduced in January by Rep. Mike million patients annually through a network of about 650 clinics Conaway (R-TX), would prohibit any new performance fee, tax, across the U.S., has been a longtime funding target of the GOP. royalty, or other charges for music played on local radio stations. House Speaker Paul Ryan in January vowed to cut off federal Farragut Partners was formed last year by former partners of lob- tax dollars for Planned Parenthood as part of a larger measure to bying firm Ryan, MacKinnon, Vasapoli and Berzok.

36 MARCH 2017 | WWW.ODWYERPR.COM International PR News

Iraq issues lobbying response mal relations with the United Nations, the European Union and countries like the United States, but remains unrecognized inter- to travel ban nationally as a sovereign state. According to Foreign Agents Registration Act documents filed raq’s embassy in Washington, D.C. has hired national law firm in February, Glover Park will advise Somaliland on communica- Brownstein Hyatt Farber Schreck to lobby on behalf of the Mid- tions and government relations matters as they pertain to the ter- Idle Eastern nation to policymakers on Capitol Hill. ritory’s bilateral relations with the United States.  BHFS is charged with communicating Iraq-related issues in- cluding immigration, defense, economics and overall foreign policy with congressional leadership, administration officials and Squire Patton Boggs inks senior agency staff in Washington, according to Foreign Agents Registration Act documents filed on January 31. Syrian opposition pact Iraq is one of seven nations — along with Iran, Syria, Sudan, Libya, Yemen and Somalia — targeted by President Trump’s Janu- nternational law firm Squire Patton Boggs is providing legal and ary 27 executive order that temporarily bans travelers from those strategic policy advice to Syrian opposition bloc the High Nego- majority-Muslim nations from entering the U.S. The order also Itiations Committee of the Syrian Opposition. blocks Syrian refugees from entering the country indefinitely. The HNC is an umbrella organization established to represent A federal judge in Seattle blocked key parts of the order in early political and military groups that oppose the Assad regime. Con- February, allowing travelers that had been barred from entering sidered Syria’s broadest opposition bloc, it was also formed to lay the country, but the Justice Department two days later filed an ap- out a democratic Syrian transition plan and establish a delegation peal in federal appeals court to reinstate the travel ban. The Ninth that would serve as a reference for negotiations with Syrian regime Circuit in San Francisco is now considering whether Trump’s ac- representatives. tion violated constitutional protections against religious discrimi- The organization, which is not owned or controlled by anyone, nation. Trump has referred to the hearing as “disgraceful.”  was formed in late 2015 in Riyadh, Saudi Arabia. Members include Syrian groups ranging from Damascus-based oppositionists to moderate armed opposition groups. It is led by chief coordinator Glover Park signs Somaliland Riyad Farid Hijab, who is Syria’s former Prime Minister. Squire Patton Boggs will advise HNC on U.S. policy issues and he government of Somaliland has hired Washington, D.C. may also advocate on behalf of the opposition group within the Democratic lobbying giant Glover Park Group to act as an ad- United States, according to Foreign Agents Registration Act docu- Tvisor on communications and government relations matters. ments filed in February. Somaliland, which split from the southern country of Somalia Squire Patton Boggs Managing Partner Edward J. Newberry, a and declared its independence after a 1991 civil war, is seen as an former staffer to Rep. Frank Wolf (R-VA) and the House Appro- autonomous region and functions as a self-declared country. priations Committee, will lead day-to-day efforts for the account. The East African territory, which has its own currency and army, Squire Patton Boggs will bill HNC $50,000 per month for the as well as a democratically elected government, maintains infor- work. The pact ends in September. 

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.

Sandler Trade LLC, Washington, D.C., registered Feb. 16, 2017 for Polymet Alloys Inc., Birmingham, AL, regarding preparation of written comments and advocacy with federal agencies and Congressional staff and members pertinent to the Miscellaneous Tariff Bill (MTB) petition and legislative pro- cess. Polymet Alloys is solely owned by CIV International LTD, a company in the Cayman Islands.

Mercury Public Affairs, New York, NY registered Feb. 23, 2017 for Libertas Foundation Inc., Brooklyn, NY, to manage external and governmental affairs and PR as it relates to country specific issues for Romania, Bulgaria, Macedonia, Serbia and Greece.

Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

In Defense of Christians, Washington, D.C., registered Feb. 20, 2017 on behalf of itself, regarding H.R. 5961, providing for relief of victims of geno- cide, in Iraq and Syria and accountability for perpetrators of these crimes.

Baker & Hostetler, LLP, Washington, D.C., registered Feb. 22, 2017 for NTCA-The Rural Broadband Association, Arlington, VA, regarding commu- nications and technology policy.

Confrere Strategies, LLC, Washington, D.C., registered Feb. 17, 2017 for American Retirement Association, Arlington, VA, regarding importance of retirement savings to economic grown and financial security.

Akin Gump Strauss Hauer & Feld, Washington, D.C., registered Feb. 15, 2017 for Alliance of Automobile Manufacturers, Washington, D.C., regarding the promotion of reasonable fuel efficiency and auto safety standards for the automobile industry.

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