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Communications & new media April 2014 I Vol. 28 No. 4

April 2014 | www.odwyerpr.com The Social Media Issue Aprilmagazine_Layout 1 3/31/14 1:46 PM Page 2 april_back_of_mag_Layout 1 4/8/14 4:28 PM Page 11 Aprilmagazine_Layout 1 3/31/14 1:46 PM Page 4

Vol. 28, No. 4 April 2014 EDITORIAL NEW TOOL TRACKS SXSW PRSA must not repeat Murray mistake. SOCIAL MEDIA INFLUENCE RFI Studios has created a way 6 to14 find out who was resonating most DIRECT MARKETERS RAMP UP with the masses at SXSW 2014. PR IN WAKE OF TV REPORT The direct marketing industry was blasted in a March “60 Minutes” report,8 PROFILES OF SOCIAL 10 provoking a response from its biggest MEDIA PR FIRMS trade group. 16

CPJ SLAMS PUTIN’S BROADCASTERS, ARTISTS TREATMENT OF THE PRESS WAGE ROYALTY WAR A press advocacy group claims 24 A bill is gaining ground in the Putin has worked to undermine Russian8 House that would prevent radio stations news outlets’ ability to report the news. from paying royalties to artists.

A NEW, STRATEGIC VIACOM/YOUTUBE SUIT APPROACH TO VIDEO 24 ENDS WITH A WHIMPER Video remains an unparalleled www.odwyerpr.com Viacom, who sued YouTube in tool25 for enhancing brand reputation and Daily, up-to-the minute PR news 2007, announced in March that it 8 had achieving marketing and sales goals. reached an out-of-court settlement.

PROFILES OF VIDEO & SEAWORLD SWIMS TO BP BROADCAST SERVICES FIRMS ALUM FOR PR HELP SeaWorld, currently facing a 26 California measure that would ban 9 orca WASHINGTON REPORT shows, has sought big-league PR help. 32 WHAT SHOULD YOUR CEO COLUMNS SAY ON TWITTER? There are a number of CEOs using Twitter. Here are a few examples showing10 PROFESSIONAL DEVELOPMENT how Twitter can present opportunities. 30 Fraser Seitel OPINION FACEBOOK ORGANIC REACH 31 Jack O’Dwyer SOON TO HIT ZERO The days are numbered for organ- PR BUYER’S GUIDE ic reach of brand content on 12 34 Facebook. Here’s what brand leaders can do about it. EDITORIAL CALENDAR 2014 January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism WHY PR IS NOW SEO’S February: Environmental & P.A. August: Financial/I.R. BEST FRIEND March: Food & Beverage September: Beauty & Fashion Today’s PR pros are now adding 13 April: Broadcast & Social Media October: Healthcare & Medical organic search to their repertoire of May: PR Firm Rankings November: High-Tech earned media. June: Global & Multicultural December: Entertainment & Sports

ADVERTISERS Bob Thomas Productions...... 11 Ruder Finn...... BACK COVER Finn Partners...... INSIDE COVER Shoot Publicity Wire...... 9 Kaplow...... 3 Log-On...... 5 Strauss Media Strategies...... 15 Omega World Travel...... 7 TV Access...... 31

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EDITORIAL PRSA must not repeat Murray mistake

EDITOR-IN-CHIEF ill Murray, resigned CEO of PRSA, was the worst Society staff head we have Jack O’Dwyer experienced since 1968 — temperamentally and physically unsuited for the [email protected] Bjob. This mistake must not be repeated. We hope to recruit a dozen PR veterans who will make a thorough study of this sit- ASSOCIATE PUBLISHER uation and work to prevent the hiring of another square peg for a round hole. The best John O’Dwyer elements of PR (public exposure) and the law (cross-examination, detailed exhibits) [email protected] will be marshaled. The Society’s habit is to keep its COOs for six or more years, mostly out of pure ASSOCIATE PUBLISHER Kevin McCauley Leading the Travel Industry laziness. It’s just too much trouble to hunt down, negotiate, and hire a new COO. [email protected] Few viable candidates are showing up and we can guess why. by Providing Professional Typically, a non-PR person is hired to head a staff that is just about bereft of PR EDITOR people. The out-of-towners who run the Society don’t want to share power with New Jon Gingerich Yorkers. [email protected] Flaws were obvious Travel Services Since 1972 How was Murray picked when he showed an immediate aversion to being ques- SENIOR EDITOR tioned (his interview with Auburn University students in January 2007, where he Greg Hazley demanded questions in advance and would not let the students talk to him directly), [email protected] and the fact that he had a speech impediment (spasmodic dysphonia)? His public appearances were rare. He never addressed the New York chapter. He CONTRIBUTING EDITORS never appeared on any broadcast media that we know of. We had one lunch with him Fraser Seitel — in February 2007. We never spoke with him on the phone and most e-mails to him Richard Goldstein were not returned. Chandler Klang Smith Why was Murray hired? The seven-member search committee, a flawed group if Editorial Assistant & Research ever there was one, craved someone with “status.” Murray was at the Motion Picture Assn., a group with a high profile and status. ADVERTISING SALES The search committee had one member who never should have been on it: Karla Sharlene Spingler Voth, the Society’s VP of Special Events, which includes the annual conference. Associate Publisher & Editor Voth, then with the Society 16 years and now with it 23 years, was in the position of [email protected] hiring her own boss. She was going to favor someone who would not interfere with the Society’s big event, the annual conference attended by 4% of members. That sta- John O’Dwyer tistic is from 2005 President Judith Phair and it’s also borne out by succeeding atten- Advertising Sales Manager dance lists. [email protected] 2006 Search Committee Chair Debra Miller, now director of marketing at Quarles & Brady, Milwaukee, a 400-member law firm, said the board made the decision O’Dwyer’s is published monthly for $60.00 about Murray. She recalls Murray was one of “two or three” candidates given to a year ($7.00 for a single issue) by the them. However, the search committee bears heavy responsibility for coming up with J.R. O’Dwyer Co., Inc., • Business Travel Consultants 271 Madison Ave., New York, NY 10016. Murray in the first place. It can’t dodge this burden. Conference “tail” wags the society (212) 679-2471 Fax (212) 683-2750. • Strategic Meetings Management This year’s conference is in D.C. Oct. 11-14, although it was just there in 2010. Cost is $1,195 for members until Aug. 22 and $1,495 after that. Voth, Murray, Chair © Copyright 2014 • Government Travel Contractors Locations: Joe Cohen and VP-Corporate Development John Robinson were at the Springfield, J.R. O’Dwyer Co., Inc. Va., Country Club Saturday, March 1, promoting the conference. It could be they are North America worried about attendance. Murray resigned from the Society on March 7, less than a OTHER PUBLICATIONS & • Over 200 Offices Worldwide week later. SERVICES: Middle East Far too much time and money is spent on the conference, which is a boondoggle www.odwyerpr.com 4 breaking news, • Competitive Online Booking for a select few. Staff get to travel all over the country looking at sites and making commentary, useful databases and more. Europe arrangements. More than half the staff goes to the conference. Educators, the domi- • One-on-One Travel Consultation nant group at the Society, replacing counselors, flock to the event, earning credits as Jack O’Dwyer’s Newsletter 4 An eight- Asia conference speakers and insuring that the sacred APR credential remains untouched. page weekly with general PR news, media Logically, it should be in New York every year because the city has at least 20 appointments and placement opportunities. • Leisure Travel Experts Find out about cruises sailing from New York times as many “communicators” (PR people, reporters, media, ad people, financial and other worldwide destinations O’Dwyer’s Directory of PR Firms 4 has and IR people, etc.) as any other city. The largest conference ever was the one in New listings of more than 1,400 PR firms throughout York in 2004 (4,000 attendance). The conference is the “tail” that wags the Society the U.S. and abroad. 888-333-3116 “dog.” New York is a big draw — 52 million visitors in 2013. £ O’Dwyer’s PR Buyer’s Guide 4 Products — Jack O’Dwyer and services for the PR industry in 50 categories.

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MEDIA NOTES Direct marketers ramp up PR in wake of TV report

The Direct Marketing Association has blasted a March “60 Minutes” report about how data brokers are engaged in PR efforts. The DMA said in a retort to the piece “collecting, analyzing and packaging some of our most sensitive that its self-policing has been effective personal information and selling it as a commodity.” for years. “DMA has managed our suc- By Greg Hazley cessful self-regulation program for more than four decades, and we will continue to fight on the side of con- ny declined an interview request and is sumer value, transparency in data col- n the “60 Minutes” report, correspon- “fairly vague” about its methods of col- lection and use, ethical and responsible dent Steve Kroft called the trade lection and whom its customers are. marketing, and innovation,” said DMA Igroup for data marketers “one of the Bryan Kennedy, CEO of Epsilon, president and CEO Linda Woolley. most powerful lobbying groups in another data broker, sat down with The trade group said it will be boost- Washington,” and highlighted data mar- Kroft and argued that the data marketing efforts to educate the public on the keting giant Acxiom, a company he ing industry’s self-regulation program is benefits of its services. reported has on average 1,500 pieces of adequate, despite calls in Congress for The DMA started a blog series Feb. information on more than 200 million tighter regulation. 24 called “The Plain Facts” in a bid to Americans. “It’s much harder for The DMA called the piece an “unbal- explain how data marketing works and Americans to get information on anced, heavily negative depiction” of how the industry says it can provide Acxiom,” Kroft said, noting the compa- its industry and vowed to increase its value to consumers and brands. £ CPJ slams Putin’s press treatment dent Viktor Yanukovych. The Committee to Protect Journalists in March addressed a CPJ noted that Putin’s crackdown letter to Vladimir Putin as a means of expressing its concern comes “at a time of political crisis in over restrictions the Russian leader has allegedly placed on Ukraine to which Russia is party.” The group says independent media’s what’s left of the country’s independent press. ability “to function without fear of By Kevin McCauley harassment and obstruction is crucial for both Russia’s domestic audience and state radio Golor Rossii. That station is the international community.” he international press advocacy now headed by Dmitry Kiselyov, who is “A free flow of information is vital to group claims that recent measures “known for his inflammatory anti-West conflict resolution,” the statement con- Tundertaken by Putin serve to and anti-gay rhetoric,” complained CPJ. tinued. “Censorship, filtering, and “eradicate Russian news outlets’ free- The watchdog also knocked Putin’s restricting independent media con- dom to freely report and analyze news decision to take down independent tribute to the deepening of crises and events.” Internet and cable TV outlet, Dozhd, the closing of societies to the world.” The CPJ detailed Putin’s recent dis- during the time it was broadcasting crit- The watchdog wants Putin to roll mantling of RIA Novosti, a 72-year-old ical coverage of Russia and covering back his crackdown because it does national news agency, in December, the mass protests in Kiev that led to the not fit with an image of a modern which was then forced to merge with ouster of Ukraine’s pro-Russia presi- Russia. £ Viacom/YouTube suit ends with whimper

Viacom, which lodged a high-profile $1 billion copyright sharing’s No. 1 site.” infringement suit against YouTube in 2007, announced in The suit alleged “massive intentional March it had reached an out-of-court settlement. copyright infringement” as more than By Kevin McCauley 150,000 unauthorized Viacom clips were found on YouTube. litigation. This settlement reflects the It charged YouTube benefitted from oogle, which has owned growing collaborative dialogue the “value of creative content on a mas- YouTube since 2006, in March between our two companies on impor- sive scale” without a payment or license. Gissued a one-paragraph joint tant opportunities, and we look forward New tracking systems have emerged statement to officially wind up the to working more closely together.” during the past six years to allow copy- courtroom saga. When Viacom initially filed the suit, right owners to track their output and It follows: “Google and Viacom CNET considered the case called “the demand that others either take down the today jointly announced the resolution most significant legal challenge over material or negotiate a financial of the Viacom vs. YouTube copyright intellectual-property rights to video arrangement. £

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SeaWorld swims to BP alum for PR help

SeaWorld, which is attempting to stave off a California measure that would ban orca shows in theme parks, has now tapped posed bill, SeaWorld Spokeswoman Becca Montgomery Consulting in Sacramento to help torpedo that Bides said that “the premise behind this proposed legislation is severely flawed on initiative. By Kevin McCauley multiple levels, and its validity is highly questionable under the United States and California bill that would outlaw killer California Constitutions.” Bides also said ete Montgomery, who was whale performances at SeaWorld San SeaWorld believes “that our leaders who Government Affairs Chief for BP Diego, bar captive breeding, and forbid the are responsible for voting on this proposal PNorth America and staffer at the import/export of the mammals. will recognize the clear bias of those Blanc & Otus tech arm of Hill&Knowlton In a press release Bloom stated that behind the bill.” Strategies, is leading that push. He also “There is no justification for the continued On the Washington front, SeaWorld served as a staffer in the Golden State’s captive display of orcas for entertainment spent $600,000 in 2013 in advocacy fees Senate. purposes,” and that “It is time to end the connected with the Animal Welfare, SeaWorld has been in a defensive crouch practice of keeping orcas captive for Marine Mammal Protection and for several years now. In 2010, a 40-year- human amusement.” Endangered Species Acts. old trainer was drowned at SeaWorld’s A public display of orcas would not be OB-C Group, the home of the Orlando facility after she was pulled into disallowed by the measure. Democratic operative Larry O’Brien, was the tank by Tilikum, the park’s signature SeaWorld opposes the bill, saying that it its top lobbyist with fees of $150,000. 12,000-pound killer whale. SeaWorld was is a “global leader in the zoological and O’Brien is a veteran of both Democratic fined $75,000 by the Occupational Safety animal welfare world,” staffed with world- Senate and House Campaigns Committee and Health Administration for violations in class scientists, research, marine biologists, and a member of Pelosi Team I00 opera- relation to that incident. conservationists, and caring employees. tion of the former Speaker and San In 2013, CNN Films released the docu- It claims to engage in “business prac- Francisco Congresswoman. mentary “BlackFish,” which focused on tices that are responsible, sustainable and Bryan Cave was firm No. 2, earning the issue of orca captivity at SeaWorld, as reflective of the balanced values all $120,000 of SeaWorld’s largesse. The well as the controversy surrounding the Americans share.” company also runs a theme park in San 2010 trainer death. In a March press statement on the pro- Antonio. £ Bill would ban orca shows In response to the controversial documentary, Assemblyman Richard Bloom (D-Santa Monica) has proposed The Orca Welfare and Safety Act (AB 2140), a

Media news brief GETTY GIVES AWAY MILLIONS OF ITS IMAGES Stock-image giant Getty Images announced in March that it would allow bloggers and social media users free use of its online photo library of more than 35 million images. The Seattle-based company plans to embed ads and links into the now legally permissible images. Borrowed photos would contain an embossed code that directs users back to Getty’s website, where the photos can be licensed for commercial use. Images will also include the Getty logo and photographer credit, and will not be resizable. Craig Peters, Getty Senior Vice President for Business Development, said in a statement that the impetus for the move was the fact that millions of web users were already using the photos everyday without permission, and without adding proper attri- bution. “Our content was everywhere already … If you want to get a Getty image today, you can find it without a watermark very simply,” Peters said. With a library of about 150 million photos, Getty is the largest stock photography company in the world. In October, it formed a partnership with Pinterest, which would provide users on the social network with free access to its library.

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FEATURE What should your CEO say on Twitter? One question I hear from clients or colleagues working with larger companies is this: should my CEO be on Twitter? Currently, there are a number of corporate leaders using the micro-blogging site, some more successfully than others. Twitter can present numerous content opportunities; here are some examples of what we can learn from those who have used it well. Arik Hanson

Recognizing employee wins Tweet about other business interests he answer regarding whether your This might not seem like a big deal, but Yes, part of the idea is to help the com- CEO should take to Twitter pro- let me tell you why this is important. As pany you are currently leading. But, it’s Tvokes still more questions. Does someone who worked in corporate com- definitely within bounds to tweet and your CEO have the time to commit to munications for years, a common refrain promote your other business interests Twitter each day? Does it make sense I heard from employees was this: I don’t (and CEOs do, in fact, have other busi- strategically for the company? Do the risks hear from or see our CEO enough. ness interests). Micky Arison tweets a lot outweigh the advantages? And finally, Therefore, the opportunities for the CEO about the Miami Heat since he’s the does he/she have enough to say? to publicly recognize employees was owner. Granted, that’s a pretty big The last point is the one I’d really like to even smaller. Ishrak is tackling that chal- “other” business interest, but the same expound upon here. Even if your CEO lenge head-on here. If you work for a big would hold true for other companies does agree to start with Twitter, the biggest company, think about how limited your CEOs might invest in or be part owners. challenge is usually: interactions are with the CEO. With Tweet your interests, without shame What do I say? And, Twitter, Ishrak is breaking down those I feel like this is where a lot of CEOs more importantly, what walls a bit by publicly recognizing the are skittish. Should I or shouldn’t I tweet do I say that helps the good work that’s going on within about my personal passions and interests? company? Medtronic. Should I or shouldn’t I share this pic from Not surprisingly, there Triage customer issues my beach vacation? Should I or shouldn’t aren’t a lot of CEOs on Should your CEO serve as a customer I talk about my rooting interest in Golden Twitter, at least not service rep on Twitter? Hardly. But, can Gopher basketball? My advice: Why actively, especially if they respond, acknowledge and triage wouldn’t you talk about that? Mark Arik Hanson you throw out the tech said customer concerns? Without ques- Bertolini, CEO of Aetna is a perfect and start-up CEOs, tion. Just look how Ishrak handles cus- example. He’s not shy about sharing pics which make up the tomer questions below. Granted, this was from business trips. bulk of them. But, if you look hard enough, a direct question of Ishark, but you can there are a few CEOs who are really using see what he’s doing–acknowledging and Twitter well, and not just for their personal triaging. Remember, a response and benefit, but for the benefit of their compa- acknowledgment from the CEO goes a nies, too. long ways. Below are 14 examples of Twitter being Retweet corporate accounts regularly used well by CEOs. Hopefully the follow- Micky Arison, CEO of Carnival Cruise ing can serve as a primer for those consid- Lines, is very active on Twitter. One thing ering using the service. he does regularly is simply retweet the Share earnings call information corporate Carnival accounts. Might seem Omar Ishrak, CEO of Medtronic, like a no-brainer, but I’ve learned to tweets earnings calls information on a assume nothing in this business. This is an quarterly basis. He’s one of the only CEOs uber-easy content opportunity for CEOs. I’ve noticed that does this. Big deal, right? But, if you think about the ramifications, Retweet other company employees it’s actually quite smart. Analysts have Love what American Family direct access to Ishrak — and can get a Insurance CEO, Jack Salzwedal, does much fuller picture that way. And, maybe here by retweeting an Am Fam employ- most importantly, employees can follow ee’s tweet. Again, might seem logical along and observe during the calls. So, it and not that big a deal, but by retweet- ends up being a nice two-pronged ing an employee, Salzwedal is: instill- approach. ing confidence and pride in this particu- lar employee (the CEO retweeted me!), and sharing relevant information with his audience. Sounds like a win-win, right? I’m also guessing he has a list/column in Tweetdeck set up where 0Continued on next page

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he can scan for these opportunities fair- people around them and promoting those glimpse into your personality as a CEO ly easily. people–not themselves. But, on Twitter, — what you care about and what you find It’s okay to talk about your community it’s OK to talk about yourself and your interesting. Salzwedal really shines here. He accomplishments once in a while–as Ask a question every now and then shares perspectives on local (Madison, long as you don’t overdo it. In this case, See what ING Direct’s Peter Aceto Wisconsin) community initiatives pretty Ahrendts talks about her involvement does here? Nothing fancy, but a simple regularly. And, he’s not bashful about with LinkedIn Influencers–something question will do wonders to engage your sharing his opinion on where he stands she has every right to be excited about. audience, which, if you’re a CEO, on them, either. And why shouldn’t he? And see how Mr. Salzwedel promotes includes customers, potential customers, He’s the CEO of a major business in the new Am Fam commercial that ran employees and vendors. All critical Madison/WI. I’m not saying your CEO during this year’s Super Bowl below. stakeholders, right? Why wouldn’t you should politicize issues on Twitter–but What’s interesting in the news today? want to engage them? So, I might sug- he/she should not be afraid to share their Ahrendts again does a nice job here. gest maybe a question a week. Again, perspectives on issues that matter to Ask yourself this question every day: don’t get fancy–simple and straightfor- them, and their companies. What did I find interesting in the media ward usually works best. Tweet about events you speak or attend today? In this case, it was a commence- Be sure to say thank you Easy opportunity here for CEOs, as ment address by Oprah Winfrey at This isn’t really a post idea, but a sim- many attend or speak at industry confer- Harvard. It doesn’t necessarily mesh up ple thank you and acknowledgment can ences on a regular basis. A photo can go with Burberry or its corporate goals or go a long ways on Twitter. Especially a long ways here, so encourage your reputation at all — Ahrendts just found it when you’re the CEO of a large company. CEO to grab a pic with his/her smart interesting and inspiring. I think this is a You might be surprised how far that thank phone and share that with the post, too. nice way to give employees, vendors, you might go. ING Direct’s Peter Aceto See what Salzwedel does below. Perfect. customers and other stakeholders a makes a habit of thanking those who fea- Or, see how Burberry’s Angela Ahrednts ture him in blog posts and customers! talks about speaking at a recent event–but note how the visual would have probably helped a bit.

Arik C. Hanson, APR, is Principal of ACH Communications. £

A good quote can go a long ways Quotes have gained a lot of traction from a brand perspective on Facebook in the last couple years. They work awfully well on Twitter, too. For CEOs, they provide a nice way to endorse or support people they either believe in from a leadership perspective (tweeting quotes from Nelson Mandela, for example), or know personally, in some cases (I’m thinking about CEOs who may have met former or current presidents, for example).

Don’t be afraid to promote yourself CEOs are a confident bunch, but I have a feeling many of them probably aren’t the most self-promotional folks on the planet. After all, these people got to where they are today by hiring smart

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FEATURE Ground zero: life after organic reach on Facebook The days are numbered for organic reach of brand content on Facebook. Here’s how this shifting model will affect brands’ approach to content development on the popular social media So how does this new model affect brands’ approach to content develop- site, and what brand leaders can do about it. ment? As brands began to pursue engage- By Marshall Manson ment at scale, an editorial model emerged where brand storytelling became appro- And there’s real value in this. According priately sensitive to news, trends, and n 2012, Facebook famously restricted to Nielsen, social ads that carry a friend’s events happening in the moment. That organic reach of content published endorsement (“Your friend Mary likes model is proving the Ifrom brand pages to about 16%. In Acme Cheese”), generate a 55% higher value of brands acting December 2013, another round of ad recall than non-social ads. And of as publishers. changes reduced it even more. course, earned remains squarely at the top The demise of By February 2014, according to a for delivering value with 92% of global organic reach won’t Social@Ogilvy analysis of more than consumers saying they trust change this. As sites 100 brand pages, organic reach now hov- “Recommendations from people I know” like BuzzFeed, ers at around 6%, a decline of 49% from and 70% saying they trust “Consumer Business Insider, and peak levels in October. For large pages opinions posted online.” others have demon- with more than 500,000 “likes,” organic Careful targeting of paid content can strated, the imperative Marshall Manson reach hit 2% in February. And Facebook also enable brands to reach brand advo- is to create timely con- sources were unofficially advising com- cates who are not members of the brand’s tent that fans and advo- munity managers to expect it to approach Facebook community. These non-fan cates want to discuss and share. The zero in the foreseeable future. advocates are identifiable because they requirement is for an approach that pro- The ability to build communities of have engaged with the brand, are also vides for real-time, planned content and fans, and then maintain contact and potentially powerful drivers of word of big campaign moments that wow. encourage engagement using content mouth, even if they aren’t fans of the More broadly, social media remains a published to fans’ news feeds was a criti- page, and are often more vocal and hugely valuable place for brands and busi- cal aspect of Facebook’s early appeal to engaged than the most active members of nesses to engage with communities of marketers. The opportunity of achieving your community. customers, advocates, influencers and engagement at scale motivated many stakeholders. And a great deal of unex- brands and corporates to invest mil- plored opportunity still awaits. lions in developing communities and Innovative ideas in areas like social providing for care and feeding via CRM, real-time marketing, advocate always-on content. and countless others continue to With organic reach removed from emerge. the mix, it would be easy to conclude However, the prime lesson as we that Facebook will be just another approach Facebook Zero is to avoid paid channel. In the context of overcommitting to a single platform. engaging an existing community, it is The right recipe for social starts with becoming precisely that: paid sup- clearly defined business objectives, port will be required to reach exist- folds in a strong understanding of what ing community members. But the the audience wants, and a few meas- evidence is clear that Facebook fans ures of clever storytelling designed to have incremental value: a ComScore facilitate engagement. The story’s study found that one retailer’s This chart details recent changes in average organic requirements — Are there photos? Facebook fans were 27% more likely reach of content published on Facebook, as analyzed by Should we use video? Are we creating, than a control group to make a pur- more than 100 Facebook brand pages around the world, aggregating, curating or all of the chase in the four weeks following a accounting for more than 48 million total fans. Go to above? — and the audience’s behavior paid campaign. http://social.ogilvy.com to see the full report. should dictate platform selection. Even so, the power in Facebook Facebook Zero is a reality now facing has never been about branded communi- In summary, the model has shifted. every brand and business with a presence ties in and of themselves. Facebook’s Previously, brands were using “owned” on the platform. This isn’t an academic value, therefore, remains its potency to to fuel “earned”. Going forward, they’ll exercise. Action is required, and specific generate earned conversation and need to use “paid” to fuel “earned,” but decisions will need to be made with engagement at scale. The requirement to that doesn’t make the earned any less regard to content planning, paid support distribute content to community members valuable. Success will require deploying for social media activities, audience tar- via paid shouldn’t change that. Fans will paid differently — in smaller increments geting and much more. still see brands’ content in their news of both target audience and spend, and Marshall Manson is the Managing feeds and, if the content is interesting optimizing in real-time to ensure that Director of Social@Ogilvy for Europe, enough, will pass it along to their friends. spend is efficient and effective. Africa and the Middle East. £

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Why PR is now SEO’s best friend Today’s digitally savvy PR professionals are adding organic search to their repertoire. This makes good sense because organic rankings are another form of earned media — they’re just acquired in a new way. take that will lead to lackluster results no matter how powerful the content. By Kevin Bailey Content won’t move itself A DigitalRelevance enterprise client goodies, but we’ve found that the best had a stagnant content asset that had or more than a decade, it’s been way to learn from Moz is to just watch earned no coverage well known that search engine how they do SEO for themselves. because they had Frankings are influenced mainly by Sure, Moz does all the standard stuff. never really tried. two things: what a brand says about They blog a lot and have an engaged After just two weeks itself on its own website and what oth- community, but they also do one spe- of media outreach it ers say about it. The latter is often cial thing that we don’t see the majori- had earned nearly 50 called off-site SEO and it’s the most ty of brands doing for SEO: they regu- powerful links on heavily-weighted component of larly make lasting and meaningful con- top industry media Google’s algorithm. tributions to their industry with high- outlets and social Off-site SEO has been a hotly debat- impact content. They offer rich, inter- mentions from some ed subject for years, because spammers active, thoroughly researched and of most reputable Kevin Bailey have used a litany of poor tactics to evergreen content that makes blog influencers in their help brands win at organic search. posts look like mere child’s play. industry. The Luckily, this period of link-spam has Their two most notable examples are Internet will not promote your content come to a close, and the only effective their Beginner’s Guide to SEO and for you. It’s not that good yet and like- way forward is with crisp online media their annual Search Engine Rankings ly never will be. Effective content pro- relations efforts. The relatively small Factors Survey and Correlation Data. motion takes great content, thorough subsets of legitimate links on the These are both bibles for the SEO media research and lots of outreach Internet have become incredibly pow- industry. The Beginner’s guide to SEO sweat. erful for the brands capable of earning is even ranked number three on Google Kevin Bailey is Co-founder and Chief £ them. Thanks to recent Google algo- for the SEO industry’s ultimate key- Marketing Officer of DigitalRelevance. rithm updates, the other links — i.e., word, SEO. I know these resources are link-spam — no longer really matter. incredible because I’ve learned much The kicker is that the legit links from them and have personally linked drive real business outside of search. to them many times on my own blog. Authoritative sources People in PR In other words, these links are aligned with brand strategy. They aren’t key- But the real off-site SEO power isn’t BIG MEDIA VET MOVES word anchor text, obscured and hidden inbound links. They do help, but they TO FACEBOOK aren’t going to rank a brand for the at the bottom of coverage. On the con- Liz Heron, emerging trary, these links are strong calls to hardest keyword in their industry. The Media Editor at the Wall action that drive an audience from a ones that really move the needle come Street Journal, has media outlet to a relevant content asset from the established media outlets that moved to Facebook to on the client’s site, producing copious cite them all over the web — the indus- bolster its ties with reporters, journalism amounts of conversions. And the try media outlets with large, engaged companies, and institu- results are completely measurable. audiences and domain authorities in tions. Especially if the content promoted is the high 90s. These are the links The Washington Post gated behind a form that acquires lead Google’s head of web spam, Matt and New York Times alum Cutts, recently called, “The hard links announced her new job Heron information. These high-authority on Facebook, posting that links will also drive lots of that “link to get.” That’s why he says to go after she will “work directly juice” SEOs are always talking about them. They actually matter. They can’t with how Facebook partners with journalists — the stuff that drives rankings across be gamed and they’re not going to get and media organizations at a time when entire websites. you penalized. Facebook is putting a big emphasis on news Content remains unparalleled and mobile.” PR pros have a huge leg up in terms She views Facebook as an “incredible, vast To learn the best way to earn these of earning the hard links. They have database of human experience.” powerful links, we need to look no fur- the ability to reach top media outlets The site has a lot of news, “sources to be ther than one of the most prolific SEO and get content assets covered — con- developed, meaningful communities for journal- tent assets that are more about solving ists to build and experiments to be tried,” software companies: Moz. Moz has a according to Heron. large audience of SEO practitioners a large problem in a given industry She looks forward to approaching “news- who participate in their community, led than they are about touting a brand and gathering and storytelling from a new vantage by the well-known and inspired Rand its products. Not performing this cru- point.” Fishkin. Their blog is full of SEO cial media outreach step is a big mis-

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REPORT New tool tracks SXSW social media influence Now in its 20th year, South by Southwest Interactive is widely acknowledged as an unparalleled networking opportunity for the brightest minds in emerging tech and digital creativity. In way a client might wish to compare their response, digital communications agency RFI Studios has now influence against competitors during a created a new tool to track SXSWi’s top influencers. campaign. The winners? By Scott Schneider So how did Chelsea Clinton fare sentation of their brand’s social pulse against Neil deGrasse Tyson? Tyson, hough she probably meant it iron- and allows us, the agency, to adjust our the host of the much-hyped science ically, actress and writer Mindy social media strategy to meet their documentary series, TKaling may have foreshadowed goals. TRNDR uses similar methods “Cosmos,” came out an actual trend when she tweeted: “Hey adapted for high-publicity events, but on top, beating I hate live music is it okay that I’m in with a twist: pitting influencers in a Clinton and every Austin? #sxsw.” The Interactive portion social media cage match, with live other panelist in of Austin’s popular South by Southwest results at your fingertips. both followers and How influence was measured Conference and Festival now attracts mentions by a sig- more than 30,000 attendees per year — a With top digital gurus, philanthropists, nificant margin. bigger draw than either the music or film celebrities and academics all rubbing Throughout the portions of the festival, the former of elbows at SXSWi, TRNDR worked course of our social Scott Schneider which began with a little over 700 regis- much like an abbreviated tournament experiment, the trants back in 1987. bracket — matching up ten “fair fights” astrophysicist gained Anticipating the amount of social within industries. In the spirit of experi- an impressive six new followers per buzz an event like SXSW generates, RFI ment we debated internally about the minute. Also winning big were Bravo Studios wanted to find a way to sift pairings and decided in broad strokes TV’s Andy Cohen and comedian Mindy through the noise, create a bit of friend- with the ones we debuted with. Once we Kaling, who had a 34% increase in fol- ly competition among the speakers, and had our battles lined up (Neil deGrasse lowers during the event. Once again, figure out who was resonating most with Tyson vs. Chelsea Clinton, Gary humor seems to trump all. the masses. Enter TRNDR, a new influ- Vaynerchuk vs. Pete Cashmore), we Certain results were also surprising. ence-measuring tool that tracked who were able to measure their influence Despite his unveiling of TOMS was the most influential at SXSW 2014. during the duration of the conference: Roasting Co. within the company’s Live, real-time influence assigning points for every new follower, one-for-one business model, Founder RFI Studios saw a great opportunity SXSW-related retweet or mention they and “Chief Shoe Giver” Blake in SXSWi as an object lesson on track- gained. Mycoskie wasn’t credited in the social ing influence. With so buzz surrounding the many luminaries to choose announcement. Similarly, from, who would people WikiLeaks got more buzz be following? TRNDR than its Founder Julian offered a quick, live visual Assange, who beamed into measuring of social influ- the conference via satellite. ence from 20 SXSW head- Both cases seem to mini- liners. mally suggest that a differ- TRNDR evolved from ent social strategy might be Snap Shot, another RFI in order to move the needle Studios social strategy for an individual versus a tool. Snap Shot is com- brand. posed of three parts: Like What’s next for TRNDR? Blitz, which is used to You’ll continue to see this track changes in social tool evolve for use at engagement (number of events like the World Cup, likes, follows, views); major elections, sporting Post Cloud, which scans Who was trending at SXSW this year? Top digital gurus, philanthropists, events, and award shows. content from outside users academics and celebrities went toe-to-toe in discovering who has the most We know clients need inno- to generate a Word Cloud; inﬂuence at SXSW Interactive 2014. Inﬂuence was based on a point system vative tools to organize of new Twitter followers, retweets and mentions during the SXSWi week. and Post Mine, which social media findings and searches for key words we’re working on new and phrases within posts ways to bring them that on a client’s social properties. This This wasn’t a popularity contest, but information. “responsive leaderboard” enables rather, a means of assessing social influ- Scott Schneider is Chief Digital clients to get a visual, real-time repre- ence of fairly matched individuals, the Officer for Ruder Finn/RFI Studios. £

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O’Dwyer’s guide to: SOCIAL MEDIA PR

thought handled by junior staff engagement; social channel impact and consumer activation. ALLISON+ but a conscious, strategic part- development; community man- Where past attention was nership with brands. Utilizing agement; content development; focused on chasing the social PARTNERS comprehensive strategic com- campaign execution; video pro- platform of the day, tomorrow’s munications campaigns to dif- duction; SEO; social monitoring social landscape is far more 505 Sansome Street ferentiate and elevate our and analytics; online crisis man- fluid and dynamic, blending San Francisco, CA 94111 clients from their competitors, agement; and more. The agency online and offline engagement, www.allisonpr.com we are able to exceed our has executed award-winning consumer technologies that Scott Allison, CEO clients’ expectations when it digital work for such clients as enable a greater depth of comes to positioning them to Coldwell Banker Real Estate, Jonathan Heit, President and engagement and activation, and Head, Technology & Digital Media their audiences, and attracting National Fire Protection empowered consumers that live Jeremy Rosenberg, Head of positive attention from both Association, Otis Elevator at the center of it all, crafting Digital consumers and the media. Blaze Company, Petfinder.com, Polar their own personalized social creates and manages interactive and more. experience with brands based on From ground-breaking con- communities using all relevant CooperKatz has won numer- content, context and relevance. sumer activations to behind-the- platforms but refrains from ous industry awards, including We work closely with brands to scenes crisis counseling, at spreading the client thin. Our “Best Agency of the Year” in its define the social customer jour- Allison+Partners we develop social media division targets the size category and “One of the ney, understand the needs of the leadin-edge social media pro- brand audience where they are Best Agencies to Work For” by customer, and counsel brands on grams for our clients. Our philos- already talking and works hand- The Holmes Report. creating the optimum social ophy of an integrated approach in-hand with the traditional PR ecosystem and experience that means our digital strategists team to reach targeted media, COYNE PR fills those needs and provides build social media engagement influencers and consumers to value to their consumers. support all initiatives. Blaze into our communications strate- We partner with brands to also offers full public affairs 5 Wood Hollow Road gies from the very start. Parsippany, NJ 07054 advance and advocate for social capabilities through its parent Combined with our agency-wide 973/588-2000 and digital strategy within their company Davies. creative collaboration and one www.coynepr.com corporate organization, devel- Clients include: Marriott P&L across 16 offices and three oping enterprise-level Centers Hotels; Bridgepoint Foods; continents, Allison+Partners’ 1065 Avenue of the Americas of Excellence in social and dig- Claremont Hotel, Club & Spa; 28th Floor social media programs can have ital to establish foundational International Spirits; KeVita New York, NY 10018 local impact and global reach for structure and social media strat- Sparkling Probiotic Beverage; 212/938-0166 clients including Progressive egy on which to build brand Michael’s Restaurant Group; Insurance, Samsung Electronics success. We work closely with Nawgan Alertness Beverage; 604 Arizona Avenue, Suite 10 and Toyota. brands to create custom influ- and ON Beverages. Santa Monica, CA 90401 Our wide range of services 310/395-6110 encer networks that enable include social media strategy, long-term relationships of value community management, influ- COOPERKATZ & Thomas F. Coyne, CEO with key social conversation encer identification, corporate Rich Lukis, President leaders. We manage daily social governance, crisis commu- COMPANY Kevin Lamb, Senior Vice President, Digital engagement, content strategy nications, real-time content cre- and social communities for ation, and everything in between. 205 Lexington Avenue, 5th Floor Marie Baker, Vice President, New York, NY 10016 Social Media numerous high profile brands, Our social media team works applying our expertise on the across all disciplines with clients www.cooperkatz.com The end goal for any brand in latest digital technologies, today including industry leaders , Principal today’s dynamic digital commu- social platforms and digital in technology, financials and Ralph Katz Anne Green, President / CEO nications marketplace is conver- behaviors, ensuring consumers insurance services and consumer sion — whether in perception or experience engagement with products, to name a few. CooperKatz & Company, Inc. purchase. The accelerating con- brands that is authentic and is highly regarded for its strong vergence of social media with valuable. And we work with BLAZE strategic and creative creden- digital platforms, new and brands to gather, interpret and tials. It offers full-service public emerging technologies and the apply analytics to not only 225 Santa Monica Blvd., 3rd Flr. relations, digital and creative insights they reveal, enables evolve the social storytelling, Santa Monica, CA 90401 services capabilities to a nation- brands to create that conversion but also to translate the value of 310/395-5050 al client base across many indus- in ways never before imagined. social strategy to senior leader- Fax: 310/395-5001 try sectors. As expert communications ship. [email protected] www.blazepr.com The firm was an industry- strategists and master social sto- At the end of the day, our leader in establishing a practice rytellers, we partner every day partnerships with clients are Matt Kovacs, President devoted to helping clients devel- with high profile enterprises, rooted in the signature style of Apryl DeLancey, Director of op and execute effective social including Disney, Novartis, breakthrough creative thinking Marketing & Social Media media and digital strategies. Shell, VTech and Mary Kay and high touch client service CooperKatz takes an integrated Cosmetics to enable brand-ori- that has made Coyne one of the BLAZE is the nationally rec- approach to digital work as an ented social and digital narra- leading independent agencies, ognized PR firm that attracts essential part of every client tives — with consumers, among and that category-leading compelling and aggressive con- engagement. consumers and between con- brands insert with confidence sumer brands that need to win. Capabilities include: conver- sumers — that translate to into their strategic marketing Social media isn’t an after- sation monitoring; influencer greater awareness, reputational ecosystem.

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designed to support the compa- long client relationships and our creative web development includ- DODGE ny’s business objectives. wealth of industry awards. No ing website design, online video Programs include an analysis of matter what your digital need and interactive advertising; social COMMUNICATIONS the current industry landscape may be — you can count on our media content creation; word-of- and competitors; a calendar of team to deliver. mouth, social and viral marketing planned updates; content cre- campaigns; SEO; and paid online, 11675 Rainwater Drive, Suite 300 ation; community building/man- FRENCH/WEST/ social and search advertising. Alpharetta, GA 30009 agement; and measurement. FWV has established and contin- 770/998-0500 We work with companies to VAUGHAN ues to maintain authoritative www.dodgecommunications.com develop public relations and brand presences on both mainstay social media policies to fit the 112 East Hargett St. and emerging social platforms Brad Dodge, President and CEO company’s unique culture and Raleigh, NC 27601 including Facebook, Twitter, Brian Parrish, Executive VP and business objectives. We offer a 919/832-6300 Instagram, LinkedIn, Pinterest, Principal custom social media training pro- www.fwv-us.com Google+, Vine, YouTube, Tumblr Elisabeth Deckon, Vice President gram to educate employees about and more. Chowning Johnson, Vice the policy as well as how to max- Rick French, Chairman & CEO FWV has achieved significant President imize business opportunities David Gwyn, President / Principal results on behalf of its clients, through social media channels. Natalie Best, Executive Vice including establishing companies Ever wonder what your social We are believers in success President / Director of Client and brands as online and social Services / Principal media strategy says about you? If through intelligence. Whether authorities in their respective you’re like most B2B marketers, your company is just getting industries and lifestyles; provid- you fall into one of these cate- started with social media or is French/West/Vaughan (FWV) ing fans and brand loyalists gories: ready to bring an existing pro- is the Southeast’s leading public online communities for engage- The enthusiast. Your business gram to the next level, we can relations, public affairs and brand ment with each other on mean- was one of the first to have a help you more effectively com- communications agency, inde- ingful topics; maintaining a con- social media strategy, and it just municate to your critical audi- pendent or otherwise. Founded in sistent increase in engagement keeps growing. You’re every- ences. April 1997 by Agency Chairman levels month-over-month; where, all the time, but have no & CEO Rick French, FWV now increasing brand affinity, reach idea if it’s actually working. FINN PARTNERS employs 89 research, public rela- and purchase intent for specific The non-conformist. You resist tions, public affairs, advertising products; and creating unprece- and digital marketing experts dented emotional connections change and social media is no 301 East 57th Street, 4th Floor exception. Besides, you don’t among its Raleigh, N.C. head- with consumers, while delivering New York, NY 10022 quarters and New York City, really need a bona fide plan since 212/715-1600 targeted reach in scalable and it’s only a passing fad, kind of Direct: 212/593-5873 Dallas, Los Angeles and Tampa measurable ways. like the Internet. [email protected] offices. The savvy executive. You part- www.finnpartners.com FWV is home to one of the GREENOUGH ner with Dodge Communications, nation’s strongest and most inno- Noah Finn, Managing Partner vative digital services practices. the healthcare industry’s leading 9 Harcourt Street authority on building and main- A leader in launching award-win- At Finn Partners, our 20 per- ning, results-driven marketing Boston, MA 02116 taining a dynamic social media 617/275-6511 presence. son, full-service digital team is campaigns, FWV executes multi- [email protected] Whether generating content for made up of designers, developers, faceted digital and social media www.greenough.biz a corporate blog or creating an videographers, researchers, and initiatives to drive valuable, rele- ongoing dialogue with potential social strategists who are dedicat- vant fan growth, as well as stimu- Phil Greenough, President, customers across multiple net- ed to building the best digital and late product trials, influencer and Founder works, every one of your social social programs, greatly influ- targeted audience awareness and media efforts work together to enced by research and analytics conversions on behalf of some of At its core, your business support offline activities, enhance to map out brand goals. the world’s foremost companies thrives because it makes your cus- online visibility and deliver quan- We take an integrated approach and brands, including: Wrangler tomers’ lives better — and at tifiable results. to social media, using it to build a Jeans, Wrangler Western, Greenough, we put this simple fact brand through community devel- Fretlight Guitars, Elevation at the center of all our social con- opment across platforms, while Burger, Gemesis Diamond tent. We start with research: our FEINTUCH also extending to public relations, Company, Calligaris Home tightly integrated content and COMMUNICATIONS marketing, and sales objectives in Furnishing, Justin Brands, Riders social teams delve deep into your a manner that is socially by Lee, NC State University, target audiences, parsing their digestible. We also integrate paid interests, usage habits and even 245 Park Ave., 39th Fl. Moe’s Southwest Grill, Melitta New York, NY 10167 media, both online and off, to Coffee, and Hood River Distillers sense of humor. From this data, we 212/808-4901 augment earned media and organ- (Pendleton Whisky, Pendleton use our content-first methodology [email protected] ic engagement. 1910, Yazi Ginger Vodka, to produce strategic campaigns www.feintuchcommunications.com Our experience ranges across Broker’s Gin and SinFire that provide real value to your industries, with clients such as the Cinnamon Whisky). audience — and, by extension, Emily Simmons, Social Media Verizon Foundation, Hyundai Comprised of a team of spe- your business. Finally, we inte- Director Hope On Wheels, IEEE, cialists in audience insight, user grate all our social content into an Hotels.com, Blue Cross Blue experience, interactive marketing overall brand story that’s designed Chatter about your company is Shield of Michigan, the Jamaica and online media planning, our to engage potential customers and happening across the web; why Tourist Board, and Jamba Juice. digital marketing experts help is supported by outcome-based not join the conversation? The hallmark of our team is its clients better understand, navi- metrics that clearly demonstrate Feintuch Communications ability to effectively blend inno- gate and utilize existing, new and ROI. offers a comprehensive solution vative, strategic thinking and cre- ever-changing communications Your products succeed because for companies looking to add to ative communications practices platforms. Capabilities include: they help your customers. Your or enhance their social media to enhance our clients’ success. integrated research and strategy; social presence should do the presence. Each program is This is exemplified through our online communications planning; same.

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ment and advocacy by creating HUNTER PUBLIC integrated PR and social media programs that deliver high- RELATIONS impact results. Named a top Consumer 41 Madison Avenue, 5th Flr. Marketing Agency of The Year, New York, NY 10010-2202 JSH&A has won multiple awards 212/679-6600 for creative campaigns and strate- [email protected] gic influencer engagement pro- www.hunterpr.com grams executed on behalf of clients like ConAgra Foods, Grace Leong, Managing Partner Donetta Allen, Agency Partner, Beam Inc., Master Lock, The Social and Digital Media Practice Hershey Company, Safest Choice Leader Eggs, Bosch Tools and Dremel. Samara Farber Mormar, Senior Our social media capabilities Vice-President, Business include: blogger and influencer Development engagement, social media strate- Michael J. Lamp, Senior Social gy, social channel management, and Digital Media Strategist content strategy and creation, and social listening and reporting. Social media offers a rich, Whether it’s developing a expansive array of digital plat- social strategy for the launch of forms to build stronger and more Reddi-wip’s Facebook presence, meaningful relationships among rallying social influencers to talk consumers, influencers and about how they took back brands. Hunter Public Relations Monday dinnertime with the help — an independently owned, mid- of Manwich or helping Master sized marketing communications Lock launch a year-long cause- firm celebrating 25 years in busi- related social media campaign ness in 2014 — utilizes estab- benefitting the American Red lished and emerging platforms Cross, we deliver strategic, and technologies to create buzz results-driven programs. around products, revitalize brands and build awareness among key influencer and blogger groups. KAPLOW Additionally, Hunter PR’s social JSH&A’s social strategy for the newly launched Reddi-wip & digital media practice has 19 West 44th Street, 6th Floor Facebook page successfully brought to life the brand’s “share joy” experience managing every piece New York, NY 10036 of the Paid, Owned and Earned message via sharable content and interactive promotions that drove 212/221-1713 digital marketing spectrum, [email protected] fan growth and engagement. including daily community man- www.kaplowpr.com agement of brand social platforms, such as Facebook, Twitter, For more than two decades, Instagram and Pinterest. Winner Kaplow has been changing con- of digital media awards from PR versations and helping con- News, PR Daily and Bulldog sumers fall in love with our Reporter, Hunter PR puts its clients’ brands. Our creative, insights-based approach to social integrated programs and brand- and digital media strategy & ed content for world-leading community management to work companies like Unilever, CVS, for some of the most respected Laura Mercier and SKYPE fuel companies in America, including consumer conversations, wher- Hasbro, Johnson & Johnson, E&J ever they occur. Gallo Winery and 3M. Kaplow was built on authentic storytelling, and that has never JSH&A been more relevant than today when brands are speaking COMMUNICATIONS directly to consumers. Our approach to social media 2 TransAm Plaza Dr., Ste. 450 is driven by insight, imagination Oakbrook Terrace, IL 60618 and initiative. We start by listen- [email protected] ing carefully to what consumers The Can Manufacturers Institute tasked Hunter Public Relations www.jsha.com with developing a 360-degree marketing campaign to educate con- are saying about our clients’ sumers about the beneﬁts of cooking with canned foods. One of the Jonni Hegenderfer, Jim brand and competitors across centerpieces of the Cans Get You Cooking campaign is a robust Kokoris, Cheryl Georgas, social platforms. Then, we apply social media presence, anchored by a Facebook community that Partners our boundless creativity to grew to more than 55,000 members during its ﬁrst year, a Pinterest developing a digital strategy that page and YouTube channel to inspire the home cook through recipes Celebrating 25 years, JSH&A meets the client’s business and cooking demos, a Twitter handle to share news & engage in is a Chicago-based marketing objectives with measurable ROI. real-time, and a blogger ambassador program to reach target con- communications agency that Finally, we apply with flexibility helps leading CPG brands drive and initiative. sumers with campaign key messages via trusted digital advocates. consumer awareness, engage- We take an integrated

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approach to digital planning — lessness in client programs that working hand-in-hand with PR, flow from ideation, strategy and communications planning and positioning through to online paid efforts — to ensure we media, social communities and reach consumer and influencers traditional media. at every touch point. We are We’re located across seven focused on best-in-class digital offices including New York, and social media campaigns that Washington DC, Atlanta, win awards and deliver results. Chicago, Denver, Brussels and Beijing. KELLEN COMMUNICATIONS KICKEDUP MEDIA GROUP, INC. 355 Lexington Avenue, 15th Floor New York, NY 10017 2 Amherst Drive 212/297-2100 Hastings On Hudson, NY 10706 www.kellencommmunications.com 914/693-KICK (5425) [email protected] 1100 Johnson Ferry Rd., Suite 300 www.kickedupmediagroup.com Atlanta, GA 30342 404/836-5580 Larry Saperstein, President Laura DeAngelis, Vice 750 National Press Building President 529 14th Street N.W. Stephanie Rittenhouse, Vice Washington, DC 20045 President, Broadcast and Media 202/591-2440 Relations Allison Lehman, Director of Joan Cear, Vice President Operations Debra Berliner, Vice President Francie Israeli, Vice President What do you get when you bring together dedicated and cre- Knowing what is new and ative public relations, television changing and leveraging the news and video production profes- right channels to drive action- sionals with more than 80 years of able and measurable campaigns, experience? An exciting new com- Kellen Communications pro- pany ready to take your next proj- vides unmatched levels of expe- ect to a whole new level. rience and flexibility in the dig- KickedUp Media Group’s KUMG’s VP of Production Laura DeAngelis is also a certiﬁed ﬁtness ital space. Using best-in-class, President and Founder is Larry trainer and an experienced on-camera TV host. measurement-driven digital Saperstein, formerly Vice tools and strategies, we help President of Production and News identify, grow and protect your Services at West Glen ence, Laura holds certifications organizational and brand foot- Communications. Larry has more with the National Academy of L.C. WILLIAMS & print online and off. than 30 years of news, marketing Sports Medicine (NASM) and the A division of the global and media experience. Joining Aerobics & Fitness Association of ASSOCIATES Kellen Company, the “Kellen Larry at KickedUp Media Group is America (AFAA). In 2011, she Difference” is that we’ve built a Vice President of Broadcast and launched lauralovesfitness.com, a 150 N. Michigan Avenue digital service line based on Media Relations, Stephanie motivational health and fitness Suite 3800 advocating for and communicat- Rittenhouse. Stephanie began her blog, and she is currently working Chicago, IL 60601 ing on behalf of not only indi- career in broadcast public relations on her first book. 312/565-3900 vidual brands, companies and in 2000 when she was hired as a Joining KickedUp Media Group Fax: 312/565-1770 [email protected] not-for-profit organizations, but media relations specialist for News as director of operations is Allison www.lcwa.com entire industries ranging from Broadcast Network in Lehman, whose experience within facebook.com/LCWATeam Food & Beverage, Travel, Manhattan. In December 2007, the media industry ranges from twitter.com/LCWATeam Professional Services, Building Stephanie joined Saperstein and public relations, advertorials and and Construction to Healthcare the WestGlen team as a senior proj- project management to journalism, Kim Blazek Dahlborn, President and Non-Profits. Whether ect manager and later became new media and production. and CEO engaging stakeholders or key director of broadcast services. Beginning her career as a broad- Shannon Quinn, Executive Vice opinion leaders, Kellen profes- Spearheading KickedUp Media cast journalist, Allison got her start President sionals work across vertical sec- Group’s production unit as Vice- at News 12 Long Island, going on tors, industry influencers and President is an award winning pro- to produce newscasts in the In an age when everyone is traditional and social media ducer Laura DeAngelis. Before Washington, D.C. market and even “tweeting,” “liking” and “pin- channels to communicate, joining WestGlen in July 2005, putting her reporting skills to use in ning,” it’s essential to break engage and impact. Laura spent eight years in the Florence, Italy. through the noise to build mean- Our capabilities as a single world of broadcast news. She KUMG specializes in SMTs, ingful relationships with target source for digital and brand worked as a reporter and anchor at RMTs, IMTs as well as Radio audiences online. asset development, public rela- WLFI-TV in Lafayette, IN; News News Packages; Bites and Broll L.C. Williams & Associates tions, issues management and 12 Long Island and News 12 production and distribution; (LCWA) builds customized, crisis communications, and Connecticut. Laura is also a bona Targeted broadcast outreach and well-rounded campaigns that event management and promo- fide fitness expert who knows how In-Market tours. They also produce make the most of social channels tion, enable us to provide cre- to engage an audience. In addition radio and TV PSAs, corporate, long Continued on page 20 ativity, consistency and seam- to 16 years of on-camera experi- form and social media video. 0

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Our analytics practice helps Digital Team of the Year and 2013 Relations; Gunther Schumacher, L.C. WILLIAMS & ASSOCS. clients listen to online interactions Digital Agency of the Year by COO of OgilvyOne; and Brandon 0Continued from page 19 while providing actionable intelli- Bulldog Reporter, MWW helps Berger, Chief Digital Officer of gence. Another hallmark of our clients to matter more in the Ogilvy & Mather. Maccabee is its network of digital space. We help our clients For more information, visit us at to spur audiences to action. alliances, connecting clients to identify communities, issues and social.ogilvy.com or at From buzz-building through trusted SEO, Web design and stories where they can play a role facebook.com/socialogilvy, viral videos and attention-get- online video agencies, whose serv- in the conversations as a thought www.twitter.com/socialogilvy, or ting Facebook or Twitter con- ices complement Maccabee’s leader. www.slideshare.com/socialogilvy. tests, to daily interactions with strategic public relations and online our robust network of bloggers, marketing campaigns. OGILVY PUBLIC PIERSON GRANT we mine the constantly-changing social landscape to make an MWW RELATIONS PUBLIC impact for our clients. RELATIONS Of course, in social media, lis- The Chocolate Factory tening is just as important as 304 Park Avenue South 636 Eleventh Avenue talking. Our reputation manage- New York, NY 10010 New York, NY 10036 6301 NW 5th Way ment capabilities rely on moni- 212/704-9727 212/880-5200 Ft. Lauderdale, FL 33309 Fax: 212/704-0917 [email protected] 954/776-1999 toring, measuring and minimiz- www.mww.com ing negative chatter to keep con- www.ogilvypr.com www.piersongrant.com www.highimpactdigital.com versations focused on the posi- Michael W. Kempner, President tive. & CEO Thomas Crampton, Global , CEO Mitzi Emrich, Chief Social Media Managing Director, Social@Ogilvy Maria Pierson Our staff is immersed in social , President media and considered leaders in Strategist Jane Grant the industry, participating on Reaching across all practices industry panels on how to reach MWW is one of the nation’s top and regions, Ogilvy Public High Impact Digital, a division bloggers, contributing “how to” mid-sized public relations firms Relations has been at the forefront of Pierson Grant Public Relations, articles to our agency blog and and one of the ten largest inde- of pioneering ways to tap and real- is composed of early adopters with managing daily interactions on pendent global agencies. ize the power of social media and over ten years of skilled Internet behalf of clients First Alert, Collaborating with stakeholders word of mouth marketing. Through marketing experience. The division Eureka, Electrolux, Trex, Snow is even more complex in a digital our Social@Ogilvy offering, we specializes in social media market- Joe and more. world. MWW knows how to nav- identify the digital channels that ing, search engine optimization, igate the biggest social networks can most effectively reach out to brand monitoring and Web devel- MACCABEE or the smallest niche communities audiences — and then provide opment designed to integrate for our clients. From Vine to roadmaps to engage and influence online and offline PR. Facebook to LinkedIn, we help them. High Impact Digital crafts win- 211 N. First Street, Suite 425 our clients create the resources Social@Ogilvy enables the firm ning social media strategies for Minneapolis, MN 55401 needed to build social capital. to more efficiently and effectively national and regional companies 612/337-0087 MWW’s award-winning digital serve the complex needs of clients, such as Show Management and the www.maccabee.com Fort Lauderdale International Boat @maccabeepr and social media practice lever- as social solutions become true ages insights to tell compelling business solutions. Named 2013 Show, as well as law firms, real estate developers, restaurants, lux- Paul Maccabee, President narratives about our clients’ Best Digital Consultancy in the Christina Milanowski, Director, visions, delivering social media World by The Holmes Report, ury products and other businesses Social Media experiences and engagement Social@Ogilvy has led award-win- seeking to connect with customers opportunities that shape percep- ning social media initiatives for and enhance their Web-based mar- Leveraging social media chan- tions, mitigate risks and inspire clients around the globe, generated keting. Working together with nels from Facebook and Twitter to customers and stakeholders to act. groundbreaking industry thought Pierson Grant publicists, High Instagram and LinkedIn, Maccabee Our social strategies are driven by leadership and established a world- Impact Digital delivers creative creates thoughtful social media powerful distribution, influencer wide training discipline. thinking, thoughtful execution and marketing, blogger engagement relationships, shareable content, The practice leverages social measurable results, employing the and inbound marketing campaigns. user-friendly design and continu- media expertise across all Ogilvy best practices in digital marketing. Most recently, Maccabee helped ous measurement to optimize our & Mather disciplines, offering an education client NTC reach electric clients’ programs, ensuring real- extensive list of services within the QUINN utility decision-makers with an e- time economic success, behavior foundational business solutions — book-driven marketing campaign change and increased trust. Our Listening and analytics; Social 520 Eighth Ave. that achieved 100 percent of the team is made up of digital special- Business Solutions; Social Media New York, NY 10018 client’s lead generation goal; sup- ists led by social marketing strate- Marketing and Communications; 212/868-1900 ported the launch of Gold’n Plump gists, analysts, and community Social Shopping; Social CRM; Fax: 212/465-0849 chicken sausages with a food blog- managers; execution is carried out Social Care; and Conversation ger campaign; launched a commer- by our talented team of media Impact. 407 Lincoln Road cial real estate law blog for Henson planners, creative digital design- With nearly 600 dedicated social Miami Beach, FL 33139 & Efron and guided website devel- ers, copywriters, producers and media experts around the world — 786/600-3954 opment and social media strategy programmers. MWW’s services and another 4,000 digital experts Fax: 786/600-8942 for Greenwald Wealth include digital influencer map- — the Social@Ogilvy team is the www.quinn.pr Management. Maccabee catapult- ping, community management, largest network of social media Florence Quinn, President ed the Hazelden iPhone app to one conversation analytics, paid digi- strategists delivering global and John Frazier, EVP of the Top 10 grossing book-related tal media partnerships, search local solutions. Headquartered in Jim Lee, SVP, Miami Office apps in America and has been hon- engine optimization, social adver- New York, the team is led by Katie Coleman, Digital Media ored with Promo Interactive’s tising and amplification, content Thomas Crampton, Global Specialist “Viral Campaign” award for its marketing, web and mobile devel- Managing Director, and a board of role in OfficeMax’s launch of opment, and online advocacy. advisors including Christopher Quinn combines our signa- ElfYourself. Honored as PR News’ 2013 Graves, CEO of Ogilvy Public ture creative with strategic digi-

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tal media initiatives to develop apps, implementing geolocation dynamic and highly effective ROGERS & RUDER FINN and gamification and utilizing big integrated PR programs. We and little data. Additionally, we help clients in Food, Wine + COWAN have extensive experience work- 301 East 57th Street Spirits, Real Estate and Travel New York, NY 10022 ing with clients on internal achieve their goals. Following 8687 Melrose Ave., 7th Floor 212/593-6400 engagement programs which are a few examples that best Los Angeles, CA 90069 www.ruderfinn.com includes development of enter- illustrate this work: 310/854-8117 www.rfistudios.com prise-wide collaboration plat- We were the U.S. PR firm Fax: 310/854-8106 forms. Our capabilities also [email protected] behind the worldwide block- Kathy Bloomgarden, CEO include a dedicated health and www.rogersandcowan.com buster The Best Job in the Michael Schubert, Chief wellness digital offering to help Innovation Officer World (Queensland, Australia) Tom Tardio, CEO clients navigate the regulatory viral campaign. Scott Schneider, Chief Digital complexities of engaging with We increased Facebook Officer patients via digital channels. Rogers & Cowan is the leading Maryann Watson, President, RFI “likes” for a NYC condomini- entertainment marketing and PR Studios Blending traditional PR and digi- um building by 200% in three agency with offices in Los Angeles, tal expertise, Ruder Finn takes a months with a Facebook design New York, South Florida, Nashville In today’s hyper-connected holistic approach to helping contest that was also covered and London and the first leading world, all communications are clients create meaningful content, by the New York Times. entertainment firm to build a social social. Having been one of the bring their story to life digitally To position Waldorf Astoria media practice. Our highly experi- first agencies to establish an in- and optimize the potential to go Hotels & Resorts at the fore- enced team of professionals is at the house digital practice in 1999, viral. front of the luxury conversa- forefront of the social media spec- Ruder Finn has a longstanding tion, we created Luxury trum whether we are creating an heritage and extensive experience SCHNEIDER Manifesto, a series of online overarching digital strategy for in leveraging digital and social ASSOCIATES video chats between the brand brands implementing platform com- platforms to engage key stake- leader and other world-class munications, designing and execut- holders. Our award-winning, in- luxury brand heads. ing comprehensive, integrated house digital practice, RFI Member of the Worldcom Public We increased Affinia Hotels’ social media campaigns or creating Studios, has a team of approxi- Relations Group Twitter followers by 50%, 2 Oliver Street, Suite 901 custom applications and content mately 85 strategists, designers Boston, MA 02109 including media influencers programs for a diverse roster of and technologists globally. Last 617/536-3300 WSJ and T+L reporters. We clients. year, RFI Studios expanded its Fax: 617/536-3180 increased Affinia’s Facebook As innovators in navigating the offering, opening offices in San [email protected] post views by 596% with content world of social media, we offer Francisco and China, two mar- www.schneiderpr.com shared by USA Today and Hotel clients knowledge, insight, relation- kets that are growing rapidly in Chatter. Our CyberMonday ships and a deep understanding of this area, to build upon our exist- Joan Schneider, CEO social-media sale for Affinia the constantly evolving social media ing expertise in these regions and Phil Pennellatore, President produced 328 new sector to assist in developing and provide offerings tailored to the MyAffinia.com profiles and 172 executing communications strate- unique needs of these markets. Since 2004 — before the bookings. gies. Our team creates and imple- At RFI Studios, digital strategy launch of Facebook, Pinterest and We increased the Facebook ments customized campaigns for isn’t just social. We create inte- Vine, or the ubiquity of 140 char- “likes” for the largest mall in start-up companies seeking to build grated platforms for mobile, acters — SA has been a leader in Queens, NY by 20% in less awareness in the blogosphere as social and .com as a means to social media, digital influence than six months. well as established brands seeking enhance strategic digital story- and engagement. We are con- We developed Occidental to utilize social media solutions to telling, build engaged communi- stantly evolving our social advo- Hotels & Resorts’ social media engage with consumers on a deeper ties, activate audiences and pro- cacy and digital influence prac- and reputation management level. Whether we are targeting vide meaningful metrics to meas- tice to help clients navigate the strategy and plan, trained 40 influencers, engaging fans directly, ure success and return on engage- shifting landscape and harness executives and staff from 13 or driving home a brand’s message, ment. We are anchored in rigor- the organic impact of powerful properties and are now leading Rogers & Cowan helps influence ous user experience research and social networks that complement the implementation. the way our audiences think about a execute (and re-calibrate) based paid and owned media. Q&C conceptualized, imple- brand while nurturing and building on real-time metrics. Our data At SA, our 360-degree mented and built a Facebook ongoing dialogue. When it comes to analytics capability identifies approach starts with building lis- app for Real Estate Weekly’s digital communities, we identify the influencers and highest-priority tening programs, refining mes- Most Influential Woman in influencers who matter to our clients platform topics. Our technology saging, curating content, identify- Real Estate Competition, and build relationships that benefit solutions are simple and elegant ing and engaging influencers, which drew more than 2,000 both the consumer and the client. and built to scale across current developing creative and com- votes. Our clients and projects have and emerging platforms. pelling program concepts, and To launch EL AL Israel included Rdio, Kabam, Avon With a consistent focus on dig- cultivating conversations that Airlines’ new Economy Class Voices, Swarovski, Sony Pictures ital content and strategy across build relationships and develop Plus seating, we conceptualized Home Entertainment, Target enter- industries, Ruder Finn and RFI brand and issue advocates. The a humorous video campaign tainment and music exclusives, the Studios provide clients with a leader in Launch PR®, we are depicting people trying to get a launch of the Jennifer Lopez and range of differentiated offerings always launching new ideas to free upgrade. Economy Plus Marc Anthony Collections for from our ability to create digital keep clients top of mind with Seating has been sold out since Kohl’s, Coca-Cola Ekocycle, builds in-house to social activa- media, consumers, partners and the campaign ran. Will.i.am i.am FIRST campaign, tions across all existing channels. employees and other stakehold- Our entire staff is immersed Blockbuster, GRAMMY Our breadth of experience ers. in digital media on a daily Awards/Recording Academy social includes managing Facebook We help brands stand out via basis. Most of our campaigns media campaign, Scion Reinvent communities of seven million social media and use digital tech- include social media. An inter- the Wheels web series and plus, creating digital builds and nologies to grow businesses big nal Digital Media Team keeps web/mobile widget development engagements that span more than and small. Learn more at us abreast of all things digital. project, among others. 150 countries, developing mobile www.schneiderpr.com.

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quartered in Philadelphia. We SPECTRUM focus first on an overarching integrated strategy we combine with SCIENCE ingenuity and analytics to help COMMUNICATIONS brands effectively engage today’s consumer to build awareness and loyalty, inspire advocacy or drive 2001 Pennsylvania Ave., NW sales. Second Floor Whether you need an audit, Washington D.C., 20006 content development, community 202/955-6222 www.spectrumscience.com management, influencer engage- [email protected] ment, grassroots campaigns, issues management, or thought Carlen Lea Lesser, SVP, Digital leadership scenario plans, we can Strategy help. And tweet. And pin. And Anthony LaFauce, Director, post. The Weber Shandwick team (from left to right): Jason Wellcome, Digital Strategy Let’s start a two-sided, 24-hour EVP, General Manager, Mediaco; Jack Leslie, Chairman; Gail conversation with your target Heimann, President; Andy Polansky, CEO; Sara Gavin, President, At Spectrum, we believe a great audience. North America; Chris Perry, President, Digital. story told with conviction can move and motivate an audience. TREVELINO/ policy — is grounded in research incorporates the fundamentals of We use the Spectrum Scientific KELLER Method™ to craft stories rooted in and analytics to provide absolute social media throughout the science, and then we share them clarity and drive conversion. Those organization — connecting, con- with our clients’ audiences using 949 W. Marietta St., key factors produce insights to help versing and collaborating to our tried and true communications Suite X-106 its clients identify the right audi- address new opportunities and Atlanta, GA 30318 ences, understand their language issues. At the heart of the firm’s approach. Part of influencing the 404/214-0722 conversation is first listening to it. and preferences, develop and syndi- work is the “incite idea,” a cre- Fax: 404/214-0729 cate content that resonates with ative trigger so powerful that it We start by listening to what oth- www.trevelinokeller.com ers are saying and discovering www.groovy-studios.com them across platforms, and increas- drives ongoing advocacy and who these words are impacting. www.start-opia.com es share-of-conversation. WCG engagement for clients across all We develop messages that will knows that as the online and offline practice areas/industries. make an impact, and then we cre- In 2014, Trevelino/Keller worlds converge, success lies in rec- Weber Shandwick is trusted to ate a plan to share your story with migrated its social media platform ognizing that “social media” is less handle a range of digital respon- influencers via the most effective to a proprietary web-based applica- about content and more about the sibilities, including social busi- channel — whether it be Twitter, tion that offers client teams a cus- context in which a message is deliv- ness consulting programs, digital- Facebook or the latest platform. tomized dashboard. Branded ered, a consumer is engaged or an ly-led campaigns, brand media Spectrum turns the traditional art SocialDash, the interface enables issue is managed. As an “un- programs and community man- of storytelling into winning social teams to develop a theme cloud to agency,” WCG takes an unconven- agement for 100+ major house- campaigns for clients such as drive outgoing messaging, a visual tional approach to deliver unbeliev- hold names. The firm helps Procter & Gamble, the Progeria look at messaging segmentation by able service and unimaginable clients address new opportunities Research Foundation and many audience, social property prioritiz- results. and threats online, using data others. Each story is unique, and ing, frequency charting, supporting As part of the W2O Group, WCG throughout to plan and assess instilled with passion and expert- social apps in play and perform- is creating the positive future of program impact. The firm has a ise. Experience our stories at spec- ance tracking. In the field as 1.0, communications by providing wide array of digital products and trumscience.com. the firm anticipates ongoing advance analytics and social listen- service offers, including a social updates to incorporate campaigns ing to each marketing discipline. crisis simulator, FireBell, an TIERNEY and promotions. Some clients they serve include award-winning, proprietary With Trevelino/Keller’s expand- Procter & Gamble, HP, and Verizon. application that allows clients to ed creative resources, the firm has The company was named the participate in real-time online cri- 200 South Broad Street the capabilities for mobile and web 2013 Digital Agency of the Year and sis simulation drills in a secure, Philadelphia, PA 19102 Specialty Agency of the Year by the of-the-Internet environment. This hellotierney.com app development, social property and campaign design, video servic- Holmes Report, was ranked #4 of year the firm launched Mediaco, [email protected] Top Independent PR Firms and was a leading-edge consulting and 215/790-4394 es and reputation management capabilities. ranked #5 on PRWeek ’s 2013 US production capability that helps Agency Rankings. For more infor- all companies become media Tracey Santilli, Executive Vice President and Director of Public WCG mation, please visit www.wcg- companies. Relations world.com. Weber Shandwick’s Digital practice has received numerous Preparing a real-time mock 60 Francisco Street WEBER industry awards including PR storm drill for an energy supplier San Francisco, CA, 94133 News’ Digital PR Firm of the wcgworld.com to test Facebook response mes- SHANDWICK Year and was named a “Top 4 saging. Leveraging Instagram to Employer for Social Media Jim Weiss, Chairman, CEO Professionals” by Mashable. £ engage food bloggers. Launching Bob Pearson, President, W2O 909 Third Ave. Pinterest for a 600-store retailer. Group New York, NY 10022 Pitching writers via Twitter to Chris Deri, President, WCG www.webershandwick.com The May issue of O’Dwyer’s will profile secure CNN and USA Today sto- our top ranked independent PR firms. If President, Digital ries. WCG is an omni-channel, inte- Chris Perry, you have participated in the O’Dwyer Because social media never grated powerhouse designed to rankings and would like your firm to be sleeps, neither does our team of deliver maximum, measurable Weber Shandwick is a global listed, contact Editor Jon Gingerich at experts at Tierney, a full-service impact. Every aspect of WCG’s leader in digital communications communications agency head- work — strategy, engagement and and content marketing. The firm 646/843-2080 or [email protected]

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ORDER THE ONLY PRINTED DIRECTORY OF PR FIRMS! O'Dwyer's is the #1 source for researching public relations firms and outside PR counsel. We've been connecting clients and PR firms for 44 years through our directory of PR firms. You get quick access to large, medium-sized, and small PR firms and even experienced freelancers who work out of their homes. Whether you seek a long-term, worldwide relationship or need extra help on a project, O’Dwyer’s $95 Directory is the place to shop. Why O’Dwyer’s Directory of PR “O’Dwyer’s Directory of PR firms is Firms is so popular: the finest source of information on PR firms.” Has brought billions of dollars in business to PR P firms. - Howard Rubenstein, President Rubenstein Associates Authoritative industry rankings, based on CPA P statements, tax returns. “The O’Dwyer Directory is an excellent tool when searching for Firms ranked by 14 geographical regions in the outside PR counsel.” P U.S. - Art Stevens, Managing Partner StevensGouldPincus LLC Leaders ranked in 12 specialized categories: P agriculture, beauty & fashion, entertainment, “Up-to-date, indispensable resource. environmental/PA, financial, food & beverage, healthcare, home furnishings, professional Saves time and money. Every PR pro svcs., sports/leisure, technology and travel. should have one.” - Robert L. Dilenschneider Easy-to-use, PR firms sorted geographically The Dilenschneider Group P and by 22 types of PR specialties. Firms listed alphabetically. “A phenomenal job-seeking aid.” - Marie Raperto Articles on how to hire and use a PR firm by Cantor Integrated Marketing Search P industry experts Jack O’Dwyer and Fraser Seitel. “Single most important source of Cross-Client Index: O’Dwyer’s Directory of PR information on PR firms.” P firms is the only place you can look up a - Thomas L. Harris, Author company and determine its outside counsel. Choosing and Working with your PR firm Aprilmagazine_Layout 1 3/31/14 1:46 PM Page 24

REPORT Broadcasters, artists at war over song royalties A bill is gaining ground in the House that would prevent broadcast stations from paying royalties to performers when their songs are played over the airwaves. Artists, and the record labels that own their recordings, argue that a lack of payment for performance rights hurts their industry’s bottom line, at a time when streaming Internet music services and downloads have already knocked album sales to historic lows. By Jon Gingerich

labels, broadcasters claim, have reaped the means it needs only 12 more votes for a ow many songs do you hear in a benefits of what has been one of the best majority. According to Dennis Wharton, day? Music is ubiquitous in the promotional tools in history. As a result, the Executive Vice President of the National Hmodern world, but those of us who U.S. remains one of the few industrialized Association of Broadcasters, preventing don’t work in the industry may not consid- countries where broadcasters do not pay Congress from imposing an additional fee er that each time we hear a copyrighted tune recording artists or the label for rights to on radio stations is paramount for broadcast in public — on the radio, at a sporting play their music. music’s survival. event, over a restaurant jukebox — we’re This payment model might be changing. “It’s important to remember that broad- also witnessing a financial transaction. Music’s metamorphosis from a product to a cast already pays nearly $500 million a year Royalties are earned for the copyright hold- service — the advent of online music to compensate songwriters,” said Wharton. er, typically collected by a performance streaming and the availability of downloads “These additional fees being sought would service like BMI, ASCAP, or SESAC. But (both legal and non) — means sales from be devastating. It would potentially drive a due to modern copyright law and how it tangible media like CDs have hit record lot of music-playing stations to a talk radio applies to the sound recordings, the types of lows, putting an economic pinch on record- format just to avoid paying a fee.” royalties earned depend on the medium ing artists and labels. As a result, industry Wharton also reiterated the claim that over which the song is broadcast. groups (like The Recording Industry artists get much of their exposure through Take a popular radio hit like Nancy Association of America, among others) terrestrial broadcasts, so asking local radio Sinatra’s “These Boots Are Made for want to move the needle regarding how stations to pay artists and labels for promot- Walkin’.” Each time this song is played on- public performances of sound recordings ing their products is akin to biting a hand air, the estate belonging to Lee Hazlewood, are treated. that feeds their industry. the song’s author, receives a payment. This fight has manifested itself in “Radio stations are the best friends of Sinatra, however, as well as the label that Congress several times recently. In 2009 labels and artists. Artists become stars owns the recording, get nothing. there was “The Performance Rights Act” through local airplay. We’re exposing new This payment model doesn’t apply for (H.R. 848), introduced by John Conyers, Jr. artists and music to 244 million listeners a digital broadcasts. When the same song is (D, MI), which would have mandated that week, which generates record sales that played through a satellite radio station serv- royalties be paid to recording artists when both the artists and the labels benefit from.” ice such as Sirius XM, or through an their songs are transmitted via the airwaves. Counter measures ineffectual Internet radio service such as Clear Then, in 2013, there was the “Free Market So far, the record industry’s quest for Channel’s iHeartRadio, or through music Royalty Act” (H.R. 3219), introduced by broadcast compensation has proven ill- streaming services like Pandora or Spotify, Mel Watt (D-NC). This bill would have also fated. “The Performance Rights Act” in royalties are paid not only to the copyright compensated artists every time their songs 2009 was reported by committee, but ulti- holder, but also to the artist performing the are played on the radio, but would have mately never came up for a vote. And so far, song, as well as the label that owns the allowed artists and labels to negotiate prices the “Free Market Royalty Act” has suffered recording. with radio stations through a marketplace an even worse fate: this bill currently has Why the difference? The 1998 Digital administered by digital performance rights only one cosponsor (Judy Chu (D-CA)) and Millennium Copyright Act implemented organization SoundExchange. appears doomed to Committee. new standards that strengthened copyright Radio fights back Wharton believes the primary reason holders’ rights for sound recordings. The The proposed bills have put radio stations bills like the “Free Market Royalty Act” are law was written during the then-burgeoning in crisis mode, and now the broadcast being pushed through Congress lies in the world of digital streaming, which many industry is turning to Congress for protec- fact that Internet downloads and digital feared would undermine artists’ and record- tion of its own. Last year, a bipartisan bill, streaming have destroyed record labels’ tra- ing owners’ control over music. “The Local Radio Freedom Act” (H. Con. ditional business model. Wharton noted Terrestrial broadcasters, however, are not Res. 16) was introduced by Michael that none of this is the fault of radio stations, held to the same standards. While radio sta- Conaway (R-TX) and Gene Green (D-TX). so it’s unfair to use them as a means of tions must pay a song’s copyright holder for This bill opposes “any new performance recouping lost profits. performance rights, they are exempt from fee, tax, royalty, or other charge relating to “It’s not our fault that people are down- paying for the performance of the sound the public performance of sound recordings loading music,” Wharton said. “There’s a recording. Radio station owners — and the on a local radio station for broadcasting promotional value to analogue, over-the-air trade groups that support them — have long sound recordings over-the-air, or on any local radio that dwarfs all streaming music argued that broadcast essentially offers business for such public performance of airplay combined. If you add Pandora and recording artists a free form of advertising: sound recordings.” Spotify together, it would still be miniscule stations play a song, which compels con- As of March, the bill is now co-spon- to the amount of exposure listened to on sumers to buy the album. Artists and record sored by 206 House members, which local radio.” £

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A new, strategic approach to video content If content is king, there’s no question that video is the crown jewel. Whether it’s brand journalism, content marketing, Instagram video “all dressed up with no Instagram video, Vine, or mobile, it’s clear that video remains where to go?” One of the key first steps is an unparalleled tool for enhancing brand reputation and to make sure your Facebook community is aware of your Instagram video. Add an achieving marketing and sales goals. By Doug Simon and Jamie Claudio Instagram tab to your Facebook page and post your Instagram videos to your content that they will most likely post or Facebook page. y 2017, video will account for 69% share. Remember, they want to attract Increasingly, brands we work with are of all consumer Internet traffic, visitors, so your content needs to inform using additional paid options to make Baccording to Cisco. Mobile now or entertain. Bloggers are most likely to be sure content is seen. makes up almost 40% of YouTube’s global engaged personally with the content, so an It makes sense to watch time. For those of us responsible for Internet Media Tour works well, as it lets include a Facebook moving the needle on our client’s initia- them appear in the video themselves. ad campaign, pre-roll tives, whether we hail from the public rela- Your earned media distribution plan for plays and In-Tweet tions, marketing or advertising, it’s clear completed videos should be a mix of cus- video which can be that the challenge to effectively use video tomized pitching and broad outreach. targeted by demo- has grown. So has the opportunity. Technology has allowed for improved graphic and region to But where to start? The key is not to pro- tracking and measurement for content insure your content is duce video for video’s sake or be compelled that is delivered digitally. Using digital seen by the desired Doug Simon to make a Vine video because it is (was?) media modules, we are now able to dis- audience. A good the hot new thing. The crucial first step is to tribute video, audio and infographics and source for ideas is the create an elevator pitch you would use to track specific online outlets that have Instagram business make someone want to watch the video. downloaded or engaged with the content. blog. The D S Simon Of course, you need an approach to make This has also significantly reduced costs Web Influencers sure your organization is receiving ROI for distribution of traditional media such Survey found 50% of from the video initiative. An easy way to as PSAs and audio news releases. sites accept spon- approach this is with a process we call Hybrid Media Tours are becoming a sored content. Brand PRketing®. It’s a five-step process that platform for Transmedia content. integration options we’ve found helps guide the content cre- Transmedia storytelling is the telling of across media plat- ation as well as distribution plan. The five stories across platforms that will work forms can supple- Jamie Claudio steps are: identify the consumer behavior across multiple platforms. But deeper ment the earned you are trying to change; identify the peo- than that, it’s also recognizing the need to media reach of a cam- ple who you are trying to reach and where create specific content designed for a par- paign and insure a base level of success they consume their content; create content ticular distribution medium or platform before your campaign is underway. that will be effective in changing their while creating a cohesive story. Don’t Quality, creativity are key behavior; develop a plan to distribute the just take a sixty-second piece, cut it down Of course, you need to make sure that content where they will find it, view it, to fifteen seconds and slap it on the content you create informs, entertains share it; and measure, assess and revise. Instagram. Take the time to develop con- and is well produced. Did you know that A four-tiered plan for content tent specific to the distribution platform. nine of the top 10 YouTube videos for 2012 One of the biggest mistakes organiza- You may not be aware that your orga- were professionally produced? You need to tions make is failing to have a distribution nization’s social media channels, if used cover the basics of broadcast quality light- plan for the content available. This plan correctly, could help earn media covering, sound and, if the video features a should include four elements: earned, age. Our survey found 92% of web pro- spokesperson, make sure he/she is authen- shared/social, paid and owned. ducers and journalists use social media as tic and qualified. The most important fac- The D S Simon 2014 Web Influencers a source for story ideas. This means your tor in making a video that will deliver ROI Survey examined how websites of TV sta- social media content needs to be created is the creativity of the people who create it. tions, newspapers, magazines and radio sta- with an “earned media voice” that Is there a compelling story line? A strong tions as well as bloggers and key web informs or entertains. This tells us jour- visual script? Does it bring significant media use outside produced content. We nalists are combing social media for story value to the viewer while supporting the found 81% of those polled say they use out- ideas so you need to present your content communications objectives of the organi- side produced video on their websites — marketing as brand journalism. As tempt- zation? If you can answer yes to these creating an enormous opportunity for coming as it might be, don’t just dish out the questions and support your video with a municators, including placement of unedit- fluff. This increases the chances that well thought-out distribution plan, you are ed video on media websites that go beyond journalists who are looking at your mate- on the way to making strategic use of video traditional distribution to television sta- rial will get ideas for stories that feature a key component of your communications tions. your brand in a positive way. plan. It’s best to start by identifying the key Instagram has provided another surge Douglas Simon is President and CEO of outlets where you would want your content to the use of video to build your brand via D S Simon Productions, Inc., and Jamie to be posted. Then determine the type of social media channels. But is your Claudio is Executive Producer. £

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media fulfillment, viral videos, SMT productions, RMT produc- D S SIMON tions, highlight reels, PSA productions, internal communica- PRODUCTIONS tions, interactive webcasts, and multi-camera events. Our 229 West 36th St., 9th Floor clients include Fortune 500 New York, NY 10018 companies, PR agencies, asso- 212/736-2727 ciations, broadcast TV networks Fax: 212/736-7040 and reality TV shows. [email protected] Production Expertise: We @DSSimon create compelling videos for television, websites, corporate D S Simon is a strategic training, sales, marketing, meet- video communications, video ings, and events. Big Shoulders production and content distribu- is well known for our ability to tion firm that helps organiza- professionally light and use the tions and brands secure more environment to enrich your exposure for their products, ini- message. We currently own tiatives and events on TV, radio, Chef Art Smith, in a satellite media tour for LG, from the Big more the 25 different broadcast online and through social Shoulders video studio in Chicago camera packages. media. Post Production Expertise: The firm helped pioneer Photo: Big Shoulders TV Studio Our downtown office houses Internet Media Tours and has four large and inviting video created award-winning viral editing suites creating broadcast video production and content television shows, commercial distribution campaigns. D S Social Media Campaigns, spots, corporate videos and Simon’s unique approach to AURITT Blogger Connect and Twitter media relations packages. communications and brand mar- Parties; Web Videos, Webcasts, Sound Design: We have a full keting has been awarded a trademark by the U.S. COMMUNICATIONS Live Video Stream and Event Pro Tools HD audio suite and ® GROUP Coverage; Video, Audio and voiceover booth. Our Staff Government called PRketing . Multimedia News Releases; B- Audio engineering mixes and Established in 1986, the com- roll Packages; PSAs; Corporate masters all projects to ensure pany’s headquarters and HD 555 8th Avenue, Suite 709 Videos (sales, investor rela- the best audio quality. Broadcast studio are in New New York, NY 10018 York with offices at The 212/302-6230 tions, product launches, brand- Animation: We have graphic ing, training and highlight designers proficient in 3D National Press Building in [email protected] Washington, DC, Los Angeles, www.auritt.com reels). Animation & Motion Graphics. Studio/Stage : Insert TV stu- Chicago and Houston. Its award-winning video blog Joan Auritt, President BIG SHOULDERS dio for satellite media tours, live shots, video productions, www.vlogviews.com receives ACG is a high-quality, DIGITAL VIDEO video conferences and webcast- more than 150,000 hits per results-oriented multimedia PRODUCTION ing via VYVX/satellite. KU month. For more information production company specializ- Satellite trucks and multi-cam- visit the D S Simon website at ing in electronic and digital PR era productions done in studio www.dssimon.com. and marketing services. Staffed The John Hancock Center or on location. by innovative and relationship- 875 N. Michigan Ave., Suite 3750 We produce content for deliv- GOURVITZ focused experts, we customize Chicago, IL 60611 ery across multiple platforms 312/540-5400 COMMUNICATIONS your project needs with the www.bigshoulders.com including television, online, most cost-effective solutions to [email protected] social, on premise and corpo- increase your brand awareness rate. 875 Sixth Avenue, Suite 1708 New York, NY 10001 and to maximize your audience Brad Fox, Leslie Weinger, Jeff Located in downtown 212/730-4807, ext 11 reach. ACG’s “one-stop-shop” Tudor, Account Managers Chicago, we are considered a hidden gem for our nationwide 310/569-5602 approach provides you with the Fax: 212/730-4811 attentive services of a boutique, Big Shoulders Digital Video client base, offering competi- www.gourvitzcommunications.com from creative consultation and Productions is your source for tive rates, compelling story- Twitter: @gourvitzcomm media coaching through pro- all professional production and telling, and cutting-edge tech- facebook.com/gourvitzcommunications duction and results, reporting post-production needs in the nology to exceed your produc- every project receives the full Midwest. From creative concept tion goals. Paul Gourvitz, President-NYC focus of our attention. to final delivery, we possess all We pride ourselves on show- Robert Gourvitz, Producer-L.A. ACG’s outstanding range of the elements needed to accom- casing unique strengths and services include: Video plish the best results. speaking directly to target audi- Never one to rest on its lau- Production and Distribution; Big Shoulders will help to ences. Our diverse client work rels, Gourvitz Communications Media Training; TV Satellite, strategize and effectively pro- and versatile staff attest to the has opened the New Year with a Radio and Online Media Tours; duce all broadcast PR tactics. breadth and depth of our experi- bunch of new services. The Integrated Media Tours™; Including: B-roll packages, ence. first of these is called Blogger

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Tours. During one of these jobs tech, toys, fashion, or beauty, we place branded video and text Gourvitz is the place to go. Just content on the editorial space of ask the people at Pepsi, high traffic websites and blogs. Unilever, Nexxus, Suave, Clear, Like all our other Interactive Simple, Dove, Milk, Nespresso, Media Services we include a Chobani or the USPS. clip report with active web We haven’t stopped doing co- links. Depending on the talent op SMT’s. We have added we can deliver between 20 and a David Tutera and Allison 100 Million UVPM Rhodes to our lineup of We have recently produced Elizabeth Werner and Mark IMTs with Ciara for Degree Schlereth and a host of others Women, Bella Thorne for talking about a variety of topics. USPS, Molly Simms for Our spokespeople are the best in Nexxus, Fergie and Sarah the business in delivering multi- Michelle Geller for Unilever ple messages for multiple prod- Project Sunlight. ucts in a timely and entertaining Another new service manner. Gourvitz is now offering is We are not just a SMT facto- called a Mini Light co-op tour. ry. Our bi-coastal full time post This is a limited one city ground production edit suites are hum- tour that delivers a two million ming all day long. If you need plus audience. It is normally a clip or a sizzle reel done at the booked on the Daily Buzz, last minute we are awake while Growing Bolder and Daytime. you are sleeping. Your com- One final addition to our pleted video will be in your offered services is the ability to email account before you get get a two minute segment on your morning coffee. We truly Teen Kids News or the Daily are a 24-7 company that can Buzz and its show for older produce videos in any city in Americans called “Growing this country. Bolder.” This segment can get We have been doing this for 20 you between one point four and years and there isn’t a year that four million viewers. goes by that we don’t improve While we are featuring some old ideas and create new ones. new features this year, “our IN GOURVITZ YOU CAN bread and butter” remains the TRUST. Satellite Media Tour (SMT). Our entire SMT’s are now fully KEF MEDIA KEF Media produced TV, radio, and digital content for a half dozen integrated. That means each clients from the recent Sochi games. Here, gold medal skier Picabo Tour includes a Satellite Media 1161 Concord Road Street appears on the set overlooking the Olympic Park. Tour and Radio Media Tour Smyrna, GA 30080 Bob Buckley / RBuckleyPhoto.com (RMT) and an Interactive 404/605-0009 Media Tour. All these services www.kefmedia.com are done at one location in one Twitter: @kefmedia six plus hour time period. This fb.me/kefmedia maximizes the talent’s time, while minimizing the cost. Kevin E. Foley, Founder & CEO We’re based in metro Atlanta, market media tours, multimedia Some examples of our recent Yvonne Goforth-Hanak, Co- but we’re anywhere you need to press releases, webcasts, corpo- integrated tour are: Connie President be on the world stage — rate video, and more. Linda Buckley, Co-President Britton for Ponds, Tony Dorsett whether it’s our 10,000 square- Amy Burton, VP, Business foot studio or a Himalayan for Hampton Inns, Brad Goreski Development MEDIA CONNECT mountaintop. for Suave and Hannah Kearney Dwight Woods, VP, Media for Chobani. Relations We go beyond typical broad- Mark Edwards, VP, Special cast PR for immersive media 301 E. 57th Street, 4th Floor These are just some of the New York, NY, 10022 approximately one hundred Projects Media solutions. Jim Ethridge, Dir., Digital Media 212/583-2718 stand-alone SMT’s we plan on We can coordinate interviews [email protected] doing in the upcoming year. on top market morning TV, and www.Media-Connect.com Our tours feature celebrities For almost 30 years, KEF have your spokesperson send from all walks of life talking Media has been the most trusted viewers to the brand’s Facebook Brian Feinblum, CMO, SVP about almost any subject you name in broadcast and digital page. There, we’ll conduct a can think of. If you want some- media services for the public rela- live video Facebook chat after Media Connect, a division of one to talk about food, sports, tions industry. Producing effec- your SMT. To increase engage- Finn Partners, a Ruder Finn Co., tive and creative content for TV, ment, we’ll coordinate an exten- has been serving clients since radio, and the web, KEF Media’s sive online campaign with tar- 1962. The firm is known for View and download entire issues of O’Dwyer’s geted outreach. magazine in PDF format, as well as hundreds team of former PR agency profes- delivering broadcast service to of company profiles in our searchable online sionals, television news produc- In addition to SMTs, the entertainment, book pub- database. ers and digital content creators Facebook chats, and online lishing, healthcare, association, develop long term relationships marketing, we offer B-roll, and corporate worlds. WWW.ODWYERPR.COM with clients based on credibility PSAs, RMTs, ANRs, Internet and reliable counsel. Media Tours, secured media, in- 0Continued on page 28

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ed placement in both the along with easy-to-use tools, [email protected] MEDIA CONNECT Hispanic and African American executive briefing services, and www.plusmedia.com 0Continued from page 27 markets. Solid, long-term rela- expert customer service. tionships with repeat clients News Data Service (NDS) is Natalie Weissman, VP, Sales demonstrate our proven record a corporation comprised of over Andrea Goldberg, Sales Exec. in healthcare, consumer, corpo- 30 national and regional media rate, public affairs, high tech monitoring companies that We are a team of passionate, Specialty services include the and not-for-profit fields. combine their resources to pro- creative and client-focused Satellite TV Tour (15-18 local Radio media tours with con- vide the best media monitoring broadcast marketing profession- TV interviews from one loca- sumer product messages have solutions. NDS and its affiliate als. Through creativity, flexibil- tion in a single morning), a included Best Western’s companies are among some of ity and journalistic savvy, we trademarked service; national “Business Travel,” “Moving the most established media consistently deliver top markets and local television and radio Survey” for Mayflower, and monitoring companies in the and ensure that our clients’ ROI services and the trademarked “Tech Familiarity” for world. is not only met but surpassed. Morning Drive Radio Tour Microsoft. Our client roster With over 25 years of experi- (guarantee of 20-22 interviews includes Genentech, LifeScan, NEWS ence in broadcast and video with local and national radio Medtronic, UPS Store, Forest content production, PLUS shows in one morning). Our tar- Labs, California Pizza Kitchen, GENERATION, INC. Media has the passion, know- geted online media campaign Sanofi Pasteur, Novartis, how and commitment to deliver generates coverage with influ- MetLife, Purdue Pharma, Dole, 7508 Wisconsin Avenue on its promises. ential blogs and top Web sites. Arm & Hammer, Mars M&Ms, Suite 300 Services include: Single & We have generated media for: Kraft, Coca-Cola and Bethesda, MD 20814 Co-Op In-City Media Tours; TV Janet Evanovich, Jeff Campbell’s. We share long-term 301/664-6448 Satellite Media Tours; Radio Foxworthy, Price-Chopper, agency relationships with www.newsgeneration.com Media Tours; Radio News twitter.com/newsgeneration Releases; Video Production. Jamaica Tourism, Judge Judy, Burson-Marsteller, Edelman, www.broadcastnewsresource.com Consumer Reports, People, 1- FleishmanHillard, GCI, [email protected] 800-FLOWERS, Zoosk, Motion GolinHarris, Hunter, Ketchum, PREMIERETV er Finn, Picture Association, American Ogilvy, Taylor, Rud Susan Matthews Apgood, Heart Association, AAA, W2O Group, Weber Shandwick, President 429 Santa Monica Blvd., Suite 300 Orbitz, Lonely Planet, Hilton Zeno Group and more. Santa Monica, CA 90401 Hotels, President Jimmy Carter, MediaTracks has also produced 310/899-9090 and syndicated the 40-segment News Generation is a public Random House, McGraw-Hill, relations services company that [email protected] Sports Illustrated, St. Martin’s Merck “Milestones in www.premieretv.com Medicine” national radio series specializes in broadcast media Press, and Simon & Schuster. relations. By custom designing and “A Healthier World,” a Shayne Fraeke, CEO MEDIATRACKS weekly national radio feature and personally pitching all proj- for Pfizer, Inc. ects, clients earn targeted, high COMMUNICATIONS quality radio and television For 25 years, PremiereTV media placements at a very effi- has delivered exceptional NEWS DATA cient price, and stations and net- broadcast publicity and video 2250 E. Devon Ave., Suite 150 works consistently receive production services throughout Des Plaines, IL 60018 SERVICE 847/299-9500 newsworthy content. the U.S. and across the globe. [email protected] Radio services include: radio We pride ourselves on provid- 29 Hopkins Rd. ing peerless quality, unyielding www.mediatracks.com Plainfield, NH 03781 media tours, audio news releas- 708/949-8407 es, audio bite lines, and public professionalism and superior Shel Lustig, President [email protected] service announcements. customer service. Our clients Reed Pence, VP www.newsdataservice.com Television services include: agree — PremiereTV maintains Twitter: @newsdatasvc satellite media tours and b-roll an astonishing client return rate Each week, radio reaches 244 packages. All services are avail- and our business has grown million listeners. That’s 92 per- Dave Vergin,VP, Sales & able in English and Spanish, exponentially through word-of- cent of the total U.S. 12+ popu- Business Development and all content is promoted on mouth and referrals alone. lation. We want them to hear broadcastnewsresource.com. PremiereTV specialties your story. For 25 years, For more than 15 years, Our media relations team is include: Satellite Media Tours, MediaTracks Communications clients and monitoring the most experienced, knowl- Radio Media Tours, Audio has worked with PR profession- providers have chosen the pre- edgeable and responsive team News Releases, On-Air Radio als to craft clear, engaging mes- mier broadcast monitoring solu- working in the industry today. Promotions, B-roll Packages / sages that get heard on air and tions of News Data Service We hold ourselves to the high- “Highlight Reels,” ENG crews online to support your brand. As (NDS). Supplying near real est standards with both our / Event Coverage, Press producer and syndicator of the time television news monitoring client and station partners. Our Conferences / Press Junkets award-winning national radio in all 210 U.S. DMA’s and radio unparalleled success rate speaks and International Services. programs, Radio Health Journal in over 100 markets, NDS for itself, as does the satisfac- With a team of highly experi- and Viewpoints, we deliver offers the deepest national and tion of our clients who consis- enced PR, television, and news guaranteed placement ANRs regional broadcast monitoring tently return to us for successful professionals, PremiereTV’s with tangible, measurable available in the U.S. radio and television campaigns. media relations experts are results. Our experienced, acces- In addition to broadcast TV trusted by the top television and sible Chicago-based team con- and radio monitoring, clients PLUS MEDIA. INC. radio outlets, resulting in the nects with major market sta- receive News Data Service best line-ups for your satellite tions and national networks solutions across all media or radio tour. If your talent is every day to communicate your 20 West 23rd Street, 3rd Flr. types; Print, Online and Social New York, NY 10010 halfway around the globe, if message via RMTs, ANRs, cus- Media. NDS provides compre- 212/206-8160 you need to cover an event in a tom news feeds, and PSAs. Our hensive monitoring, reporting, Fax: 212/206-8168 remote location, or if you need expertise also extends to target- measurement and analysis, [email protected] a “highlight reel” for your next

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ity featuring an insert studio and client friendly edit suites. The department is managed by a former network producer with 15 years of experience in the field; creative, production and post-production work is handled by a versatile staff. Taylor Productions’ client roster includes the world’s most recognizable and admired consumer brands such as Diageo, P&G, Nike, and Allstate. With a diverse network of content creators, production crews and studios, they have strategically placed their resources to handle a wide range of assignments, coast-to-coast and worldwide, at marquee events, from major sports venues to Hollywood red carpets. With a truck on the ground and a crew perched atop a nearby rooftop, Taylor Productions is well posi- tioned to live stream a light show on the iconic Empire State Building as part of Verizon’s #whosgonnaw- in Super Bowl campaign. This full service production studio specializes in digital content creation with WASHINGTON an experienced team of creatives, producers and editors.” INDEPENDENT PRODUCTIONS

meeting, we have the knowl- and local radio outlets in each Law Enforcement Officers 1819 L Street, NW, Suite 100 edge and resources to manage of the nation’s nearly 300 radio Memorial Fund (NLEOMF); Washington, DC 20036 the production and orchestrate markets. Strauss Media can also large-scale events such as the 202/638-3400 the PR. target your television SMT to Clinton Global Initiative and [email protected] Contact us today and learn local stations, national broad- the major auto shows; major www.washingtonindependentproductions.com how we can exceed your expec- cast and cable networks, net- companies like Google, Capital tations. work feeder services, and syndi- One, Facebook and General Susan Stolov, President & Executive Producer cated programs. We can manage Motors; and we have worked on STRAUSS MEDIA your SMT and provide a com- dozens of local, state and feder- plete solution including the al political campaigns. The Share. Post. Tweet. Tell a STRATEGIES, INC. booking of all of the interviews, company is also proud to be on friend. Washington Independent studio rental and equipment, the official GSA Schedule. Productions produces and dis- 529 14th St., N.W., #1163 satellite uplink, make-up and tributes videos that prompt peo- Nat’l Press Bldg. catering services, and all of the TAYLOR ple to spread the news. That’s Washington, DC 20045. technical and production needs what makes us different. 202/638-0200 to make your SMT the most PRODUCTIONS WIP puts issues, ideas and Fax: 202/638-0400 successful it can be. Strauss products on the nation’s agenda [email protected] Media also conducts radio and www.straussmedia.com The Empire State Building on behalf of associations, television ground tours. 350 Fifth Avenue, Suite 3800 Fortune 500 companies, PR Moreover, we script, produce, New York, NY 10118 firms and government agencies. Richard Strauss, President and distribute targeted audio 212/714-1280 Our strategy: To impact audi- news releases to the nation’s www.taylorstrategy.com ences with powerful video that Celebrating our nineteenth largest radio networks with the gets your message across and year with our new name, Strauss best “guaranteed-placement” in Bryan Harris, COO & Managing achieves goals. Raw and web Media Strategies, Inc., is the the industry. Partner ready or for the big screen, our nation’s premier public rela- Clients include political Matt Adam, Executive Director videos raise money, explain a tions, communications, and groups such as the DNC and the cause, teach and promote. All strategy firm specializing in DLC; advocacy groups like the Taylor Productions handles a by making complicated issues, radio and television. Not just Natural Resources Defense wide variety of domestic and simple. another “crank it out booking Council (NRDC) and ACLU; international assignments in the Winner of more than 25 indus- service,” Strauss Media award-winning PR firms like sports, lifestyle, and entertain- try awards, WIP strategizes, pro- Strategies works closely with its Burson-Marsteller, Edelman, ment space. From branded duces and distributes videos, b- clients to develop campaign- Hill & Knowlton, and Ketchum; online content and live stream- roll feeds, TV/Radio PSA’s, mul- specific strategies and tactics non-profit clients like Safe Kids ing to marketing presentations timedia news releases, and that get results. Collectively, Worldwide, the American and sizzle reels, Taylor HTML emails with embedded our staff brings more than 150 Jewish Committee (AJC) and Productions delivers your mes- video. Whether you are doing years of broadcast experience MADD; government agencies sage to the right audience — on same-day shooting and distribu- and judgment to our clients. like the Dept. of Veterans strategy and on target. tion or a long form HD video We specialize in booking Affairs and Dept. of Labor; Conveniently located in the with multi-city shoots, we’re radio tours with national news associations such as the US iconic Empire State Building, committed to shaping your mes- networks, nationally syndicated Conference of Mayors, National Taylor Productions offers a sage into a visual powerhouse shows, and statewide, regional, Urban League, and the National state-of- the-art broadcast facil- for change. £

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OPINION Professional Development The media of PR: paid vs. owned vs. earned By Fraser Seitel Today, however, thanks primarily to the page is far less than paying for frequent proliferation of social media, public rela- ads designed to reach many people. The tions has changed. Today, there are multi- cost efficiency of owned media, as well n the “old days” — before social ple media which public relations people as its versatility in allowing you to reach media — public relations was aimed, deal. niche audiences, is an enticing communi- Iessentially, at one thing: convincing a Basically, they break down into three cations prospect. third party — usually a journalist — to groups. The big downside of owned media is report favorably on Paid media that, just like advertising, there is the your client. Paid media is exactly that, media you potential — since you, in fact, own it – of Journalists, who pay for. The primary format of paid not being trusted. Since it’s your own had no affiliation media is advertising. Formerly the Twitter feed or Facebook page or with you or your province of advertising and marketing Instagram account, we don’t expect you organization, were departments, public relations advertising to be objective — or, at the very least, looked at as more has emerged as a combination of adver- we’re suspicious. The key challenge, objective, indiffer- tising and editorial. Ads on such topics as then, for a public relations person using ent, nonpartisan and organizational strengths, issues, social owned media is to build audience trust. neutral observers. responsibility and philanthropy are more For example, if your organization’s Fraser P. Seitel has been a communications And so, when they prevalent today than ever before. tweets can stimulate others to support consultant, author and reported positively The plusses of this format, of any your cause or embrace your campaign, teacher for 30 years. He on what you or your advertising, are that you can control the you have converted your owned media to is the author of the organization stood content, the size, the placement, as well earned media, thus achieving coveted Prentice-Hall text, The for, this was per- as what the advertising boys call “reach” credibility. Practice of Public Earned media Relations. ceived as an unbi- and “frequency” — how many eyeballs ased affirmation of you might “reach” through advertising Earned media represents the legacy what you or your and the number of times, i.e., the fre- public relations value of “third party organization espoused. quency, you’d like the ad to run. And endorsement.” In public relations parlance, by winning how, you ask, can you “guarantee” all of Earned media is “earned,” in that objec- this unbiased affirmation from a journal- these wonderful benefits? Why, you pay tive reporters are persuaded to write ist, you had achieved “third party for them, of course. One full page ad in favorably about your organization. endorsement” — the golden goose of The New York Times or Wall Street Earned media translates into positive public relations, worth far more in terms Journal can run you just a bit less than publicity and is the result of traditional of credibility and value than creating $200,000-a-pop. So advertising is not for news releases and story pitches and press your own, biased advertising. Stated sim- the frugal. conferences and other devices based on ply, the view of you by an outside The big minus of paid media is that it is building amicable relationships with reporter was worth far more than your far less credible to pat yourself on the reporters, editors, bloggers and other neu- own view of yourself. back then it is to have some objective tral reporters. source do it for you. Moreover, in Earned media is the most credible for- PR services brief today’s hyper-cluttered media world — mat for public relations writers. However, with endless blogs and web sites and it is not without risks. A negative story CHEVRON MOTORS YouTube channels and cable channels about your organization can trigger crisis; TO LEVICK and talk radio and print and broadcast, fading support, declining stock price, Chevron USA is now at Levick, which took over not to mention all the various tablet and mounting public opposition and the like. the bulk of Dow Lohnes Government Strategies in mobile and handheld devices that present In addition, because there are no guaran- January. The D.C. firm handles hot button issues them to you — it’s a lot harder to ensure tees that even the most strategic public such as fracking, oil spills, oil/gas development, that anyone will even see your ad, much relations efforts will result in positive Clean Act rulings, ethanol, trade policy, refinery less pay attention to and act on it. publicity, earned media is elusive. regulation and gasoline pricing. Owned media Rick Kessler, former DLGS President and Chief Stated simply, while you can guarantee of Staff to powerful but retiring Congressman Owned media are the channels we, our- a positive ad with paid media or a glow- John Dingell (D-Mich.), works the Chevron selves, own and operate. They can be web ing Facebook account with owned media, account with Michael Scrivner, ex-chief of staff to Congressman Norm Lent (R-N.Y.), and Peter Leon, sites, mobile sites, blogs, Twitter you can “guarantee” nothing with earned former legislative director for Rep. Eliot Engel (D- accounts, YouTube channels, Facebook media. But ... when earned media works, N.Y.). pages and anything else that social media the resulting publicity is eminently more Chevron spent $360,000 during 2013 at DLGS. comes up with. This is the brave new powerful and valuable than any other for- Parent company is currently celebrating the legal world of public relations, offering great mat. victory in the long-running legal squabble over pollution in Ecuador. opportunity for social media-savvy pub- That’s why the essence of traditional A U.S. federal judge in March tossed a $9.5 bil- lic relations writers. public relations practice (with apologies lion verdict against Chevron that was granted by The benefits of owned media are that, to my social media-maniac friends) — an Ecuadoran court. once again, you can control content. But winning “third party endorsement” from unlike with advertising, the cost of run- objective reporters — is still the bottom ning a Twitter account or a Facebook line value of positive public relations. £

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Opinion PRSA pres search is a chance for reforms By Jack O’Dwyer ples. tion for running for national office. he 110 chapters of PR Society of 4. The Society, which has a bulging Chapters must take steps to insure the America should take the bull by treasury of $5 million+, should open a Assembly has no more than 18% of mem- Tthe horns in their search for a new Midtown facility. bers who are APR, mirroring the extent of staff executive. A 5. Tactics & Strategist should be con- APRs among the membership. Abuses will continue without action new chapter leader verted to online only, a step taken by is needed, but who most groups including IABC. Partial con- If chapter Presidents don’t assert will step forward? version is underway for all new members. themselves, the search committee of the Chapters showed 6. The directory of members, the most current leadership will almost certainly they weren’t com- valuable single service to members, pick another executive who is not a plete patsies when which was taken from them in 2005 with- member of the Society, who marches to they rejected bylaw out a vote or discussion in the Assembly, an association or legal set of drums. proposals in 2009 must be returned as a PDF. Staff will be well over 90% non-PR Jack O’Dwyer that would have 7. Reporters should be able to join as people. The appointee, when picked, made all national members with full access to all areas of lasts a long time because leadership does directors at large, would have put 25 the Society website including financial not want to go through another search appointed national committee heads in reports. process. Betsy Kovacs was COO from the Assembly as voting delegates, would 8. All types of legal threats to members 1980-93; Ray Gaulke from 1994-2000, have let the board expel any member “at must cease including those affecting and Murray from 2007 to mid-2014. its sole discretion,” and would have let member use of the Society website and The only PR careerist in the COO post the board create additional classes of database. The Society should not monitor was Cathy Bolton who served from 2001 Assembly delegates. member usage. to 2006. She had been hired as “Chief Most importantly, the chapters erased 9. The annual June weekend in New PR Officer” in September 2000 but was a long-standing rule that no delegate York for chapter presidents, sections and quickly recruited as COO when Gaulke could serve more than three years by an district heads, who get $550 stipends, suddenly resigned at the end of 2000, overwhelming 242-26 vote. Delegates should be converted to an Assembly. although he had four years to go on his said National had no right to tell chap- 10. APR must be removed as a condi- contract. £ ters whom they could send to represent them. The demand that all delegates be APR had been overthrown in 2004. The three-year rule was stringently enforced. The aim was to keep the Assembly well- stocked with neophytes who were not likely to make any waves. Delegates were awestruck at being in the nearly 300-member group for the first two years and by the third year were on their way out. In any case, they were sitting with a bunch of raw recruits. It was a prescription for being herded like sheep. Reforms needed Reforms that we recommend are as follows (our advice is based on 46 years of close coverage of the Society; we’ve seen it go from a friendly institution in the 1960s-70s that welcomed reporters to its Midtown offices to a headquarters that now resembles an armed fortress): 1. Staff culture must be changed from association/legal to PR. 2. The new staff executive must be an Executive Director, not a CEO or President. Those titles belong with the elected Member. The new exec must be a career PR person. 3. The board must report to the Assembly and not vice versa, a reform attempted by Central Michigan in 2006, which used the AMA and ABA as exam-

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WASHINGTON REPORT Adelson rolls dice with ex- Dem Senator for gambling ban

illionaire casino magnate Sheldon Adelson has hired the firm of Blanche Lincoln, the former Democratic Senator Bfrom Arkansas, to reinstate the ban on Internet gambling. He has argued that online gambling is bad for society and brick & motor casinos that could shut down, triggering a loss of jobs. Sen. Lindsey Graham (R-SC) introduced a measure to re- establish the Wire Act’s prohibition of Internet gambling. Adelman is a major supporter of the Republican party, and single-handedly funded Newt Gingrich’s quixotic race for the GOP’s nomination to win the Oval Office during the 2012 election. High-profile GOP Senator Lindsey Graham on March 27 Whitman takes the VP, Corporate Communications, role vacat- introduced a measure to put the kibosh on online gambling. ed by Sam Pulcrano in June 2013, when the Lincoln is doing Adelson’s bidding with an assist from 37-year postal vet retired. Robert Holifield, who was her chief of staff. Postmaster General Patrick Donahoe, on a Adelson, 80, is a member of Bloomberg’s 2014 roster of bil- campaign to push for major changes in the lionaires with a worth of $41B. postal service, including the end of Saturday He helms Las Vegas Sands Corp., owner of the Venetian delivery, said Whitman will “lead our efforts Resort Hotel and Casino and Sands Expo & Convention Center, to advance public understanding of our and has a financial stake in media properties in Israel. products, services and corporate mission.” In recent years, Whitman has counseled Lincoln, 53, served in Congress and held the Senate seat Whitman from 1999 until 2012 when John Boozman defeated her. At 38, clients through his own Chicago firm. He she was the youngest female to be elected a U.S. Senator. £ was a managing director for Burson- Marsteller in 2011 after 13 years with McDonald’s, where he rose to become VP and Chief Republican heavyweight Communications officer in 2008. He also worked in PR and public affairs with Exxon USA and Donatelli joins PSCA handled accounts at FleishmanHillard. £

rank Donatelli, who succeeded Michael Steele as SAP’s Cresanti Moves to IFA Chairman of GOPAC when he left in 2009 to head the FRepublican National Committee, is obert Cresanti, VP-Corporate Affairs & Government leaving his McGuireWoods executive VP Relations at SAP America, is moving to the International and Director of Federal Affairs slot for RFranchise Assn. on April 14 as Executive Plan Sponsor Council of America. VP/Government Relations & public poli- He served in Ronald Reagan’s cy. Administration as Assistant for Political He will be responsible for communica- and Intergovernmental Affairs and tion initiatives, grassroots outreach and advised Bob Dole during his presidential political action committee oversight. run. Donatelli Cresanti, who held the SAP slot since Donatelli will replace PSCA’s Edward 1989, also served as under secretary for Ferrigno, who is retiring after more than technology at the Dept. of Commerce. 15 years at the post. He headed various trade missions to the Chicago-based PSSA is a non-profit that provides services European Union, Asia and Cresanti and advocacy for retirement plans. Russia and co-chaired the President’s Members include BlueCross BlueShield Assn., ExxonMobil, Council of Advisors on Science and Technology. Aon Corp., Nestle USA, Hilton Worldwide and United Parcel From 2001 to 2006, Cresanti was VP-Global Public Policy for Service. £ the Business Software Alliance and Senior VP-General Counsel for ITAA, which is now TechAmerica. Prior to joining SAP, he was CEO of IPXI, the Intellectual Whitman delivers PR for Property Exchange. Steve Caldeira, CEO of IFA, said the new hire “brings a Postal Service wealth of government, corporate and trade association leadership” to the organization. ill Whitman, Jr., an agency pro and former communica- There are more than 825,000 franchise units in the U.S., tions chief at McDonald’s, has landed the top PR slot at generating more than $2 trillion in economic output and Bthe U.S. Postal Service in Washington. employing 18 million people. £

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International PR News Liberia denies PR claims Ogilvy promotes Colombia trade

iberian President Ellen Johnson Sirleaf is denying reports gilvy PR has registered Proexport Colombia, the govern- that her African nation spent more than $200 million in ment’s foreign investment, tourism and export promotion LU.S. lobbying fees and invites a Congressional probe into Oarm, as a client. Liberia’s promotional spending. U.S.-Colombia trade is expected to soar as the free trade agree- “I have written to our friends in Congress,” she said during ment pact between the nations officially went into effect in May an interview with Liberian newspaper New Dawn, “and I am 2010 to immediately remove tariffs/duties on about 80% of goods quite sure they will evaluate this thing.” She called it “prepos- with a complete phase-out in a decade. In 2013, the U.S. suffered a terous” that an impoverished nation with an annual budget of nearly $3 billion trade deficit with Colombia, importing $21.6 bil- less than $600 million would shell out for such a big PR cam- lion of its goods while selling it $18.7 billion of products/services. paign. The WPP unit’s arrangement with Proexport results from neither The U.S. Agency for International Development’s budget for a formal written contract nor an exchange of correspondence Liberia falls in the $125 million range. between the parties. Ogilvy has promoted a January apparel, fabric Sirleaf, who has established close ties with U.S., said her and fashion trade show in Medellin for Colombiatex, and a Administration is well equipped to handle the D.C. scene. “We “Discover Colombia” road trip last November for Canadian are our own effective lobbyists. I can do better lobbying for investors. £ Liberia than any PR firm can do. I don’t need any PR firm to do it for me. I don’t need it,” the President told New Dawn. Sirlead admitted to using KRL International for “supplemen- Maldives casts global net for PR tal” PR representation. KRL received $40,000 from Liberia during the year ended Jan. 31 for Congressional and White aldives, the South Asian tourism paradise that has faced House outreach. political strife in recent years, has launched searches for U.S. citizens founded Liberia in the early 1800s as a country MPR firms in the U.K., Germany and India. for African-American slaves. The Maldives Marketing and PR Corporation released RFPs for Sirleaf, who won the president’s election in 2005 and was re- the PR assignments covering the three countries and is accepting elected in 2011, was awarded the Nobel Peace Prize in 2011 in pitches through then end of the month. recognitions of her efforts on behalf of women’s rights. Ruder Finn's New York and London offices handled a $65,000- A Liberian official said some might have confused the coun- a-month pact with the MMPRC in 2012 as the firm worked to try’s PR budget with what it spends to lobbying the maritime maintain the image of the country’s key tourism sector amid polit- sector of using flag-of-convenience registry. ical strife that was drawing attention worldwide. Sirleaf though doesn’t know the lobbying budget of the The MMPRC expects to award one-year contracts starting in Liberian Shipping and Corporate Registry. £ April for the travel PR assignments. £

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.

Finn Partners, Inc., New York, NY, registered March 10, 2014 for Via Rail Canada, Inc., Vancouver, BC, Canada, for media relations services, to distribute tourism press releases, and invite journalists on trips.

Podesta Group, Inc., Washington, D.C., registered March 11, 2014 for Republic of South Sudan, Juba, South Sudan, to provide strategic counsel on strengthening ties to the U.S. government and assist in communicating priority issues in the U.S.-South Sudan bilateral relationship to relevant U.S. audiences, including Congress, executive branch, media, and the policy community. 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.

Bjorklund Advocacy, LLC, Washington, D.C., registered March 20, 2014 for Screen Actors Guild-American Federation of Television & Radio Artists (SAG-AFTRA), Los Angeles, regarding copyright reform and internet theft.

JM Burkman & Associates, Arlington, VA, registered March 20, 2014 for Evolutionary Genomics, Castle Rock, CO, regarding a DOE grant and proposal.

Lincoln Policy Group, Washington, DC, registered March 20, 2014 for Las Vegas Sands, Las Vegas, NV, regarding legislation that would reinstate the policy banning internet gambling (i.e. restore the Wire Act).

Ridge Policy Group, Washington, D.C., registered March 20, 2014 for Pong Research Corporation, Leesburg, VA, for legislative and regulatory issues regarding electromagnetic radiation output.

APRIL 2014 3 WWW.ODWYERPR.COM 33 Aprilmagazine_Layout 1 3/31/14 1:46 PM Page 34

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