Communications & New Media Feb. 2018 II Vol. 32 No. 2

THE PUBLIC AFFAIRS ISSUE

February 2018 | www.odwyerpr.com

Vol. 32 No. 2 Feb. 2018

EDITORIAL WOMEN IN PR SEEK ALLIES TO FACE ETHICS ISSUES Study finds Millennials unlikely to 6 15 speak up, men favor case studies. INFLUENCER PRESENCE ON INSTAGRAM DOUBLES STRATEGIES FOR Instagram takes the top spot with DISRUPTIVE INFLUENCE online influencers, report says. 8 12 Sartups are navigating how to 16 stay on the right side of the very TRUMP HOTELS, CNN RATED regulations they hope to disrupt. MOST POLARIZING BRANDS Along with Fox and NBC, they THINGS TO WATCH FOR IN divide GOP and Dems, study says. 8 TRUMP’S SECOND YEAR Will echoes of 1968’s tumult 17 shape 2018’s political arena? TRUST IN U.S. INSTITUTIONS COLLAPSES PEOPLE IN PR Edelman study finds trust levels in U.S. institutions are in free fall. 9 17 18 WWW.ODWYERPR.COM Daily, up-to-the-minute PR news PR EMPLOYMENT LAGS TIPS FOR GAINING BEHIND 2009 PEAK YEAR INSTAGRAM FOLLOWERS Up for four consecutive years, jobs Creative content, market focus 19 can result in earned followers. are still not at pre-recession levels. 9 PROFILES OF ENVIRONMENTAL HOW TO COMMUNICATE PR & PUBLIC AFFAIRS FIRMS WHEN A DISASTER HITS 20 Disaster siutations present unique communications challenges. 10 RANKINGS OF ENVIRONMENTAL PR & PUBLIC AFFAIRS FIRMS ADVERTISING BECOMES 25 LATEST FAKE NEWS TARGET The fake news phenomenon has moved beyond phony headlines to 11 WASHINGTON REPORT afflict the digital ad world. 28 BRINGING REALITY AND INTERNATIONAL PR PERCEPTION TOGETHER Changing minds is hard when the 29 facts aren’t everyone’s truth. 12 COLUMNS EDITORIAL CALENDAR 2018 IS CRY FOR PR DIVERSITY PROFESSIONAL DEVELOPMENT January: Crisis Comms. / Buyer’s Guide DIFFERENT THIS TIME? Fraser Seitel February: Environmental & P.A. This groundswell for diversity in the 26 marketing sector seems genuine. 14 March: Food & Beverage FINANCIAL MANAGEMENT April: Broadcast & Social Media Arthur Solomon 27 May: PR Firm Rankings June: Global & Multicultural

ADVERTISERS July: Travel & Tourism August: Financial/I.R. 5W Public Relations...... 3 Marketing Maven...... INSIDE COVER September: Beauty & Fashion Omega World Travel...... 7 October: Healthcare & Medical Padilla...... 5 November: High-Tech Peppercomm...... BACK COVER December: Entertainment & Sports

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EDITORIAL Weather Channel takes on global warming deniers ats off to The Weather Channel for the launch of its “United States of Climate Change” effort to report on the impacts of global warming on a state-by-state EDITOR-IN-CHIEF basis. Jack O’Dwyer H [email protected] The campaign comes as Environmental Protection Agency Administrator Scott Pruitt has vowed to replace Obama carbon regulations and open up the debate in ASSOCIATE PUBLISHER 2018 on climate change. John O’Dwyer TWC, though, operates in the real world, not the Big Oil fantasy land of Pruitt. [email protected] It sees no reason to debate the science of climate change. That matter has been settled. Or as TWC notes on its site, “There is no climate change debate.” About 97 SENIOR EDITOR percent of climate scientists agree change is happening. NASA and the National Jon Gingerich Oceanic and Atmospheric Administration issued reports this month showing that [email protected] 2017 ranked as either the second or third warmest year on record. SENIOR EDITOR “The basic mechanism of climate change was described in 1896,” the site says, Kevin McCauley “and while the climate system is wickedly complicated, humans’ understanding of [email protected] climate change and the factors which might alter or mitigate it has only grown over the past century,” ASSOCIATE EDITOR Steve Barnes Believing that a picture is worth a thousand words, TWC is going to let images [email protected] tell the story of climate change. “We’re going to tell a sto- CONTRIBUTING EDITORS Fraser Seitel ry for every state in the Richard Goldstein nation,” said a statement from TWC. “We’re going EDITORIAL ASSISTANTS to talk to people. We’re & RESEARCH going to take pictures and Jane Landers shoot video and report. We’re going to investigate.” The “United States of Cli- John O’Dwyer Advertising Sales Manager mate Change” section of [email protected] TWC’s website has an in- teractive map, where users O’Dwyer’s is published monthly for $60.00 can click on any state to get a capsule view of how climate change is affecting it. a year ($7.00 a single issue) by the It also has a series of in-depth features that examine such subjects as California’s J.R. O’Dwyer Co., Inc. costly efforts to protect residents from a potential megaflood and innovative bi- 271 Madison Ave., #600 son-grazaing strategies that could lead to a reduction in greenhouse gases. New York, NY 10016. (212) 679-2471 Fax: (212) 683-2750. TWC will report how individuals, communities and businesses are responding to changes happening across the American landscape. Kevin Hayes, executive editor © Copyright 2017 J.R. O’Dwyer Co., Inc. of TWC, worries that the US is unwilling to invest in “mitigating the effects of cli- OTHER PUBLICATIONS: mate change to the degree that future safety and stability requires.” In addition, “United States of Climate Change” provides links to both TWC’s own www.odwyerpr.com Climate and Weather vertical and the blog Weather Underground. It also gives us- Breaking news, commentary, useful data- ers a quick, way to share its stories with others via Facebook or Twitter. bases and more. The US of Climate Change project is a partnership with Center for Public Integ- O’Dwyer’s Newsletter A four-page weekly with general PR rity, InsideClimateNews, The Marshall Project, Food & Environment Reporting news, media appointments and placement Network, The Lens and other media and non-profits. opportunities. Let’s hope Pruitt spends some time visiting the US of Climate Change site before O’Dwyer’s Directory of PR Firms he dives into his 2018 priority of junking Obama’s Clean Power Plan, which was the Listings of more than 1,250 PR firms former president’s climate change regulation centerpiece. throughout the U.S. and abroad. Or better yet, let’s pray that members of what Vice has called one the “most an- O’Dwyer’s PR Buyer’s Guide ti-science Congresses in history” check out the TWC site to view how their unwill- Products and services for the PR industry in 50 categories. ingness to accept scientific facts is impacting their home districts. jobs.odwyerpr.com —Kevin McCauley O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 FEBRUARY 2018 | WWW.ODWYERPR.COM

MEDIA REPORT Influencer presence on Instagram doubled in 2017 Instagram has become the most popular social media channel for online influencer marketing, according to a recent report. By Jon Gingerich hoto-sharing site Instagram has now tween 18 and 34 years of age. creased share of total global social network become the top channel for influenc- When it comes to what sectors are now users. Per marketing, according to recent data lev­eraging influencers the most to raise eMarketer now predicts that nearly 700 from social media analytics and intelligence brand awareness and drive engagement, million people worldwide will use Insta- platform Klear. Klear’s report claims the number-one spot gram at least once a month in 2018, repre- Using the #ad or #sponsored hashtag now currently goes to the fashion and accessories senting more than 26 percent of all social mandated by the Federal Trade Commis- industry, followed by beauty and cosmetics, network users. By 2021, that share is ex- sion to identify influencer-endorsed posts, food/beverage, automotive and consumer pected to surpass 30 percent. Klear in January reported that the number electronics. Travel, entertainment, retail, eMarketer reported that nearly 2.5 billion of posts on Instagram sponsored by influ- tech and fitness/wellness rounded out the people worldwide — or about one in three encers nearly doubled between 2016 and top ten, respectively. living on the planet today — logged onto a 2017 to account for more than 1.5 million Instagram was social media star of 2017 social network in 2017. In a development posts worldwide last year. January estimates by digital market re- that should come as no surprise, eMarket- Klear’s findings, which were published in search company eMarketer found that In- er claims that mobile now constitutes the its “The State of Influencer Marketing 2018 stagram, which now counts about 594 mil- primary means by which Internet users ac- Report,” claim that the total use of influenc- lion regular total users, is quickly catching cess social media sites. eMarketer estimates ers in online marketing campaigns grew up with Facebook in terms of becoming the that 82.5 percent of all social network users by 198 percent in 2017, with consistent leading social platform, and now accounts worldwide used a mobile device to access month-over-month average growth of five for nearly a quarter — 24 percent — of all social sites at least once a month in 2017, percent. The report revealed that influenc- social network users worldwide. and 74.7 percent of all mobile phone inter- er-sponsored Instagram posts generated While Facebook still accounts for the li- net users worldwide used their device to about one billion total “likes” globally last on’s share of social media activity — with access a social media site. year, averaging about 682 “likes” per post. more than 1.5 billion people, or about 62 eMarketer predicts that social media’s fu- Klear’s data also found that young people percent of all social network users world- ture growth across the globe will come as a and women overwhelmingly comprise the wide, logging onto that site at least once a result of improvements to Internet access in majority of Instagram’s influencer economy, month last year — eMarketer’s report sug- developing nations, itself a consequence of with nearly 84 percent of #ad posts in 2017 gests that online photo service Instagram government investments in mobile broad- coming from women, and three-fourths of is quickly catching up, revealing big gains band coverage and the availability of afford- those posts coming from influencers be- in new members and accounting for an in- able consumer smartphones.  Trump Hotels, CNN among most polarizing brands By Jon Gingerich rands reflect ideological associations, President Trump’s hospitality company, U.S. media companies accounted for the and keeping in the spirit of the pres- Trump Hotels, was rated the most polariz- brands that divided Democrats and Re- Bent political climate, it appears that ing brand in America in The Morning Con- publicans the most often. The New York some have never been more divisive than sult rankings, with the study’s greatest net Times took fifth place in the list, beating they are today. favorability divide (78 percentage points) out MSNBC, which was number six. The According to a recent study of the most between Republicans or Democrats. Washington Post was ranked tenth. Overall, polarizing brands in America conducted by Democrat-favored news network CNN media brands comprised 19 of the top 30 digital politics and policy outlet The Morn- was number two (with a 66 percent net fa- most polarizing brands in America, and ac- ing Consult, companies, organizations or vorability divide) while right-leaning Fox counted for all but one brand in the top ten brand names seen as pro- or anti-Trump News and left-leaning NBC tied for the (Trump Hotels). reveal massive gaps in favorability, depend- third-place (both with a 54 percent favor- The rankings brought to light other po- ing on Americans’ political affiliation. ability gap). litical battlegrounds among brands as well. The Morning Consult’s study asked re- In terms of overall aversion, Trump Hotels, Walmart is more popular among Republi- spondents to rate how they felt about Wells Fargo, DirectTV and Phillip Morris can shoppers, while Democrats see Target particular brands, and brands were then are among the brands with the highest unfa- in a more favorable light. The NBA is a ranked in terms of the differences they ex- vorable rating among Democrats, while the Democrat favorite, while Republicans pre- hibited in net favorability (favorable ratings National Football League, CNN, MSNBC fer NASCAR. National pizza chains such as minus unfavorable ratings), to determine and MTV are some of the brands most dis- Papa John’s, Little Caesars and Pizza Hut are which are the most divisive among those liked among Republicans. The NFL’s unusu- enjoyed overwhelmingly by Republicans. who identified as Republican or Democrat. ally high ranking, cited as the single most Morning Consult’s “Most Polarizing The long and the short of it should come disliked Republican brand, was undoubted- Brands” study was based on survey inter- as no surprise: Republicans immensely ly influenced as a result of the league’s First views with more than 360,000 U.S. adults dislike brands critical of President Trump, Amendment player protests against police conducted online between early Oct. 2017 and Democrats view any pro-Trump or brutality, which eventually boiled over into and early Jan. The top 30 brands were drawn Trump-associated brand as anathema. a spat with President Trump. from a prospective list of about 1,900. 

8 FEBRUARY 2018 | WWW.ODWYERPR.COM Trust in U.S. institutions collapses

The 2018 Edelman Trust Barometer finds trust in US institutions registers the biggest drop in the poll’s 18-year history. Trust in media also is in free fall. By Kevin McCauley

he just-released 2018 Edelman Trust The Barometer finds a buoyant China trust even as the global economy recovers.” Barometer finds that trust in US in- surging to the top of the trusted list among He blames the rise of disinformation for Tstitutions showed the biggest drop both the general and informed publics. In- undermining the very essences of rational in the poll’s 18-year history, plummeting dia, Indonesia, United Arab Emirates trail discourse and decision-making. nine points to 43 percent among the gen- China. “Fortunately, we are already seeing the eral population and a staggering 23 percent The report finds the media in free fall, first signs of regret about over-dependence plunge 45 percent among the “informed ranking for the first time as the least trust- on peers and blind reliance on populist public.” ed institution. It pins the lack of confidence leaders,” wrote Edelman. “People’s concern Among the informed public, trust in in media on the collapse of trust in plat- about fake news and their willingness to American institutions ranked dead last, forms such as search engines and social listen to experts show that they yearn for lagging behind countries such as Russia, media. knowledge.” Poland, South Africa, Turkey and Mexico. The poll finds that nearly 60 percent of The media, which is suffering from eco- Commenting on the dismal trust num- respondents believe the media are polit- nomic and political restraints, can’t solve bers, Richard Edelman said the US “is en- icized and about half say they are elitist. the trust problem alone. “Every institution during an unprecedented crisis of trust.” Nearly two-thirds agree that the average must play its part by educating its constit- He noted that it’s the first time that the person cannot distinguish between good uents and joining the public debate, going massive plunge in trust wasn’t linked to a journalism and false information. direct to the end-users of information,” faltering economy or catastrophe. “The In the Barometer’s executive summary, wrote Edelman. “That means taking the root cause of this fall is the lack of objective Edelman warns of a world “without com- informed risk to join the battle for truth so facts and rational discourse,” he said. mon facts and objective truth, weakening that facts triumph over fears.”  PR employment lags behind industry peak year

While they have risen for four consecutive years, jobs figures in the industry aren’t yet back to their pre-recession levels. By Steve Barnes hile employment figures in the Location proved to be a major factor in groups have shifted a significant part of PR industry have risen for four both number of PR jobs and in the sala- their lobbying budgets from traditional Wconsecutive years, they still lag ries that those jobs pay, the study says. lobbyists to PR firms. In 1999, the report behind the peak levels reached in 2009, Washington, D.C. has seen a PR employ- says, there were twice as many lobbyists as according to a new report from PR Under- ment boom, with 325 percent more jobs PR professional in D.C. By 2016, that ratio ground. in 2016 than in 1999. States that have seen was inverted. The study, based on data compiled by the big employment jumps include Maryland But the four-year growth trend may be Bureau of Labor Statistics, says that the in- (up 257 percent from 1999), Texas (up 183 hitting a wall in 2018, according to research dustry added 11,620 jobs in 2016, hitting percent), Massachusetts (up 169 percent) from staffing firm The Creative Group. In a total of 209,910. Despite that hike, the and Hawaii (up 138 percent). States that a survey of approximately 200 marketing number of jobs still lagged behind 2009’s have seen declines for that period include execs and 200 ad execs, only five percent total by about 5,000. Wisconsin (down 41 percent), Connecti- of respondents said that they planned on The growth trend did not float all boats cut (down 25 percent) and West Virginia expanding their staffs this year. That con- equally, however. When it comes to pay, (down 18 percent). trasts with nine percent for the second half the gap between managers and non-mana- The nation’s capital also ranked near of 2017 and 12 percent for the first half. gerial employees continued to widen. From the top in salaries paid to both manage- Most firms planned to “maintain” their 2008 to 2016, managers saw 10.98 percent rial and non-managerial employees, with firms, i.e., just filling vacated positions. The growth in real income, with an average only the Bay Area averaging higher pay for survey numbers say that 78 percent of re- 2016 salary of $123,360. For non-mana- non-managers and the New York metro spondents plan to follow that course this gerial employees, a combination of small area topping D.C. for managerial salaries. year, up from 64 percent in the last half of pay raises (up to an average of $66,540 However, when the cost of living is factored 2017 and 67 percent in the first half. for 2016) and increasing inflation led to a in, Providence, RI sits at the top of heap for The good news: Zero percent say they microscopic .09 percent growth in real in- non-managers, while managers do the best plan on reducing staff in 2018. come during the same period. Things are in the Durham-Chapel Hill area of North The areas in which the survey saw the even worse for entry-level workers, who Carolina. most room for growth were content mar- have seen their real income drop by 4.42 Another takeaway from the study is keting, brand/product management and percent. that trade associations and other business digital marketing. 

WWW.ODWYERPR.COM | FEBRUARY 2018 9 FEATURE Avoiding communications disasters

Disaster situations present unique communication challenges for brands, and PR professionals have an obligation to utilize effective messaging in a sensitive and timely manner to ensure their clients are represented in a positive light. By Eliza Roemisch itizens across the globe last year wit- within 24 hours of learning about a leading ments. Focus messaging on employees and nessed several of the worst natural non-profit’s project to raise funds following community first, and business second. Let Cdisasters on record with the destruc- Hurricanes Harvey, Irma and Maria, call the company’s actions lead the story and tive fire season in California, ravaging center ListenTrust coordinated two major set the tone. Be sure to maintain a respect- hurricanes impacting the Caribbean and telethon events, set up two on-site phone ful voice and avoid positioning charitable continental U.S., and deadly earthquakes in banks and even sent an employee to each efforts as a way to win Mexico and Iran. location to oversee the operations. Timely placements for your cli- These moments of crisis lead to unique reactions such as these require adaptabili- ent. Humanitarian relief challenges in communication for nation- ty and clear communication. The company should be placed in the al and local brands alike; how do you as a took more than 80,000 donation calls in a light of kindness, not of public relations professional ensure that all three week period, depicting the call cen- business strategy. messaging is sensitive and timely in disaster ter as a company that cares to give back to As a communication situations? It’s vital to be prepared to ensure both the local community and communi- specialist, it’s your job appropriate efforts are made. Companies ties around the world. to provide wise coun- need to avoid being demonized for capi- In a crisis, having clear and approved sel and manage client talizing on tragedy and instead become a messaging in addition to a strategy is key to expectations. Advise Eliza Roemisch source of assurance and reliability. an effective public relations plan. Identify the business on the im- Plan ahead the spokesperson who will be in commu- portance of communicating with caution While you can’t place natural disasters on nication with media and the public. Media as talking about relief efforts too soon can your calendar, it’s important to have a plan moves fast during a crisis, and being able result in negative feedback. All messaging in place well beforehand on how to effec- to provide up-to-date information and pro- needs to be well thought out and planned to tively manage the crisis. This is especially fessional reaction will help the company be avoid articles that are poorly timed or plac- true for events that occur annually, such as portrayed as a reliable source to media and es the client in a bad light. hurricane season in the late summer and an expert in the field to the public. Run the marathon, not the sprint early fall. When pitching to media, tell stories as It can be tempting to focus messaging If you represent a client that produces a opposed to platitudes. As many companies, around a natural disaster for a short period product used in disaster situations — i.e. celebrities and non-profit organizations will of time, but the positive community rela- batteries, blankets, dry goods, etc. — cre- step up in a time of need, consider what will tions you can build surrounding calamities ating a separate budget for donations to make your company stand out. Effective are best created with time. Consider how a affected areas allows for a timely response messaging will incorporate human inter- business can benefit from both short-term without unnecessary red tape. Proactively est and tell the stories of real people, not be relief efforts and long-term involvement. developing disaster messaging that’s strong canned messages offering support and cli- For example, it’s important immediately and consistent, and that all parties agree on, ché well wishing. By providing media with following disasters that public relations ef- goes a long way in ensuring your client is compelling human-interest stories told by forts focus on bringing back tourism to the represented in a positive light throughout real people, your company will be able to affected areas. Not only is it good business, the crisis. successfully tell the story of the support you but it also helps rebuild the affected com- You should also be prepared to postpone provided to those affected at ground zero. munity and economy. sponsored posts and articles as messaging Be sensitive, not punny The key to ensuring that your messaging that’s normally innocuous can be easily Making jokes or puns in any messaging is sensitive and timely in disaster situations viewed as insensitive during a crisis. Re- related to natural disasters is a sure-fire is to view everything through two frames: view any scheduled social media posts, in- way to receive backlash and negative pub- the immediate emotions and states of your fluencer promotions or sponsored articles licity. For example, in 2012 in the wake of client’s community and the longer view of for messaging that can appear insensitive Hurricane Sandy, Urban Outfitters received building goodwill and trust. Remember during a disaster. Should your target demo- negative backlash after advertising a sale by that sacrificing placements and sales in the graphic be affected by the disaster, pause all saying, “This storm blows (but free shipping short term can be the best option to build- branded and promotional messaging until doesn’t).” The company’s adverse promotion ing a strong community that trusts your an appropriate time has passed. landed it in Business Insider’s article “The brand. During disasters, people have very If your business will likely be affected by 9 Biggest Brand Fails Exploiting Hurricane strong memories and they’ll remember the disasters, be prepared with messaging to Sandy.” As many companies have learned brands that were there during the challeng- communicate with your audience via social the hard way, humor has its place in mar- ing times, be it positive memories of the media and key news outlets on the status of keting, but not during a time of disaster. supportive brands or brands that took ad- your business and how your audience may Beyond keeping a serious tone, make sure vantage of them and the disaster. be impacted. your brand’s messaging puts brand building Eliza Roemisch is Marketing Maven’s Cre- Be adaptable on the back burner. A company should see ative Specialist, responsible for asset devel- In a crisis, it’s paramount to have a strate- a natural disaster as an opportunity to de- opment and brand messaging via multiple gy in place, and be adaptable with resources, velop stronger relationships with customers mediums, including social media. She can be relief efforts and messaging. For example, rather than increasing profits and place- reached at [email protected]. 

10 FEBRUARY 2018 | WWW.ODWYERPR.COM Advertising becomes fake news’ latest target The fake news phenomenon has evolved beyond phony Internet stories to afflict the digital marketing realm as well, damaging America, regardless of whether those out- consumers’ already plummeting trust in digital media and leaving lets lean left or right. industry professionals at a loss for what can be done to solve the Facebook, for its part, has promised a problem. series of changes in recent months, over- By Jon Gingerich hauling its feed to de-emphasize news and other branded content in exchange for what n January, an outbound link purporting industries has been complicated by the im- it calls “meaningful social interactions” to be an ESPN.com article appeared on mutable fact that no one seems to want to from individual feeds as well as more “trust- Ithe New York Post’s homepage. It reported take ownership of the problem, with our worthy” news items, with an emphasis on that Cavaliers legend LeBron James was un- experts — publishers, tech leaders, content local and regional news. Without question, der an NBA investigation after being caught providers and marketers — offering solu- Facebook’s reputation has suffered the most using a performance enhancing drug called tions that thus far seem as disparate as fake in the ensuing the fake news furor, espe- Primal Growth Testosterone. The headline news’ growing list of victims. cially after it was revealed that as many as read: “LeBron James Surrounded by Ques- Any consensus regarding who’s to blame 126 million of the platform’s U.S. users had tions as Investigation Sparks!” for this complex problem seems to change been exposed to Russian propaganda efforts But it wasn’t true. In fact, the link wasn’t depending on what industry you ask. When during the 2016 election. A recent Verge even an “article” at all, but an advertise- it comes to marketing practitioners, re- survey found U.S. Internet users’ current ment made to look like a story, placed on search shows that most seem ready to point the level of trust in the social media site now the Post’s site not by its editorial staff but the finger at publishers. A December survey trails Amazon, Google, Microsoft, Apple through a third-party media buyer. Once conducted by the Society for New Commu- and even banks. viewers clicked on the link, they were sent nications Research of the Conference Board If digital media wants to move the nee- to a site that sold nutritional supplements. found that 83 percent of U.S. marketers and dle in terms of regaining consumers’ trust, LeBron isn’t the only celebrity to fall vic- advertisers believe publishers and media it might be worthwhile to consider the role tim to this latest strand in the fake news companies should be held accountable for each discipline plays in making that hap- epidemic. The New York Times recently re- fixing the fake news problem. Ask members pen. One social media company can’t fix ported that similar ads have claimed that of the press, however, and you’ll get a dif- this alone. Marketers, publishers, the tech Melania Trump has moved out of the White ferent story. An October Ogilvy survey of industry and even consumers have to take House and that televangelist Joel Osteen news professionals found that 24 percent ownership of their respective spaces in the is planning to leave his wife. Gone are the of North American reporters lay the blame digital realm and ally with other uniquely days when “fake news” implied hyperparti- for fake news on social media, with the rest positioned entities to find a solution. san conspiracy sites that dupe gullible read- citing either a polarizing media environ- One company that’s doing just that is ers, or even Russia-funded social media ment or readers’ confirmation bias. And News Corp.’s social video unit, Storyful. campaigns to influence U.S. elections. The when it comes to the public, a December That company, which supplies video con- practice has now evolved to include a com- 2016 Morning Consult survey of more than tent to networks and publishers, in 2016 mercialized misinformation analogue that 1,000 U.S. adults found that a near-equal added a risk and reputation initiative that Google calls “tabloid cloaking,” or phony percentage of Americans think search en- provides a trust framework for publishers news items with attention-grabbing head- gines like Google (67 percent) as well as the and brands. lines that are actually ads, typically placed person reading the news (66 percent) bear Storyful Editor-in-Chief Mandy Jenkins through Google’s AdWords service, which the responsibility in preventing the spread told O’Dwyer’s that the company is now in appear on otherwise legitimate news out- of phony news. a partnership with analytics and measure- lets. The problem is now so prevalent that, Trust in social media collapses ment company Moat in which they main- ironically, these ads have even made recent What isn’t debatable is the fact that the tain a constantly-updated list of fake news appearances on fact-checking sites such as rise of fake news has diminished consum- sites, providing them insights into the char- Politifact and Snopes. ers’ trust in the very real ads and editorial acteristics of fake news sources and where The blame game copy that often run adjacent to fake content phony ads will likely appear. Knowing the The scourge of fake news is not merely a online. ads’ content as well as their final destina- technological issue; it’s a psychological is- A September National Journal study of tion not only allows them to warm clients sue as well. It underscores the problem of senior-level policy influencers in Washing- regarding where not to place content, it pro- confirmation biases and how we willfully ton found that only 23 percent now claim to vides an opportunity to work with the pro- gravitate toward information that parrots trust online-only media brands as a source grammatic and third-party ad networks and our preconceived worldviews. Add to this a of news. A December consumer survey get those fake ads booted from their rosters. decentralized and democratized media en- commissioned by Two Sides found that “On the editorial side, we work with pub- vironment, complete with the automated ad while 56 percent of U.S. consumers trust lishers and platforms to keep them from systems upon which so much of the web is the news items they read in printed newspa- falling into this trap by making sure stories now built around, and it’s no wonder why pers, only 34 percent admitted trusting the that come their way through social me- the problem is so pervasive today. news they see on social media. An August dia aren’t passed along through unverified It’s also why there’s plenty of blame to report published by the Reynolds Journal- sources, “Jenkins said. “By scanning across go around for its cause. Unfortunately, the ism Institute at the University of Missouri the ad networks and seeing the current fake pariah of fake news and the havoc it’s af- found that web-based news outlets now ac- news sites that are out there, we can do the flicted on the media and communications count for the least trusted media brands in same thing on the brand side.” 

WWW.ODWYERPR.COM | FEBRUARY 2018 11 FEATURE Bridging the chasm between perception and reality

The challenge of changing minds in a world where the facts aren’t ity when we explain the difference in hor- everyone’s truth. mone levels between a steak from a steer By Megan Fairchild Anderson that did not use growth hormones and one that did is equivalent to a blade of grass on his past year, ABC News polled adults liefs is evidence that false beliefs can also a football field. across the United States about their be social. Our beliefs are often tied to the Inoculate against misperceptions Tperception of genetically modified groups to which we belong, creating deep Current research related to perceptions foods. The survey, titled “Skepticism of roots in our lives and sense of self. A study and politicization of climate change shows Genetically Modified Foods,” found that on partisanship by Stony Brook University, evidence that perception can be pre-emp- 52 percent believe GM foods are unsafe, and reported on in The Atlantic last year, tively protected against misinformation if despite scientific consensus that they are. determined that high levels of media cov- people are given “cues” A 2015 survey from the National Chicken erage are required for partisans to accept a from experts. The study Council showed 77 percent of consumers piece of information that runs counter to reveals one promising believe chicken contains added hormones their political views. According to Politico, way to counteract the or steroids, despite the fact that the U.S. liberals tend to demonstrate chemophobia. politicization of science Department of Agriculture banned all This belief manifests itself in the fact that is to convey a high level hormones and steroids in poultry nearly Democrats overwhelmingly support bills of consensus among ex- 70 years ago. Finally, 2016 research from to ban BPA from products despite evidence perts about the reality of Oklahoma State University showed 98 that shows it is safe. human-caused climate percent of consumers surveyed incorrect- While psychology presents a dim picture change. ly think hormones are used in pork and of our ability to change our minds — and Credibility is the name Megan Fairchild chicken production. of our ability as communicators to influ- of the game. As com­ Anderson Today, many consumers perceive that ence rooted misperceptions — we can stra- municators, we often conventional agriculture produces unsafe tegically stack the deck in our favor. counsel that if you don’t tell your story, food. This chasm between perception and Start with clarity someone else will. I would append this idi- reality, which isn’t unique to the communi- How many times have you heard “don’t om, ­adding that if you don’t tell your story cations industry, is a vast divide for com- dumb down my information!” from scien- first and support it with clearly presented, munications to bridge. Is it even possible? tists, researchers and technical subject mat- ­credible expertise someone else will tell The reality is that agricultural innova- ter experts across industries? It’s a common your story with misinformation that peo- tion, built on science, has allowed farmers refrain, as we communicators work toward ple believe. to safely and efficiently produce the food striking the balance between accuracy and Connection is key required to feed a growing global popula- clarity. A few years ago, I was working with One of the truths that has come out in tion. According to National Geographic, a a scientist on a presentation of research to the conversations around conventional farmer in the early 1900s produced food a trade media group. During prep for the agriculture, science and consumer cyni- to feed a family of five. Today, one farmer event, the scientist was very focused on cism is that people trust farmers. They love can feed more than 100 people. But again, sharing the details and nuances of the re- farmers but are skeptical of conventional these facts aren’t everyone’s truth. search, which would have been appropriate farming practices. As we think about facts, Researchers exploring the psychology of for a group of scientists or academics, but expertise and the complicated business of why facts don’t change our minds gener- not for trade media. We counseled the sci- changing misperceptions, we need to re- ally start with the concept of confirmation entist that this focus on accuracy, sharing member the power of a personal connec- bias. Simply put, this means that we hu- data and specifics from all angles, clouded tion in delivering information. While hu- mans tend to interpret new information as the purpose, results and important impli- man brains are hard-wired to keep deeply confirmation of our existing beliefs. Some cations from the research. He disagreed rooted beliefs, we can overcome this chal- researchers suggest that we get a shot of and presented the detailed research. The lenge by focusing on a connection strategy dopamine when our brains process infor- first media question at the event was, “Can that both recognizes the human behavior mation that supports our beliefs, giving you explain that research again? I don’t un- that determines which information chan- us pleasure. When we’re presented with derstand what the research shows or why nels are best for each goal, and also reflects information that contradicts our beliefs, you’re talking about it.” This illustrates an how channels interrelate, synchronize and this creates discomfort, or cognitive disso- important point that if the people you’re work with audience behaviors. nance. We work to reduce this discomfort talking to don’t understand what you’re One final thought on bridging the chasm with a set of behaviors known in psychol- talking about, they’ll turn to information between perception and reality: Execution ogy literature as motivated reasoning. We that complements the way they already see is as important as strategy. Implement in- stick to our guns, argue our point, ignore the world. novations and best practices across each the contradictory information or forget it A common example in agriculture is the channel and use best-of-breed tools to altogether. Research shows that trying to confusion around the number of hormones communicate efficiently and effectively. correct misperceptions can make things in beef cattle given growth hormones. The Megan Fairchild Anderson is Senior Di- worse because we tend to double down on scientific explanation involves nanograms, rector at Padilla, where she provides strate- our current belief. estrogenic activity and “minimal” residue. gic oversight for Padilla’s clients in the agri- Coupled with the tendency to believe That’s hard to understand and fuels a nar- cultural, animal health and environmental information that supports our existing be- rative that the food is unsafe. We get clar- sciences industries. 

12 FEBRUARY 2018 | WWW.ODWYERPR.COM

FEATURE Is cry for PR diversity different this time? The latest groundswell for diversity in the U.S. marketing sector seem more legit is the growing number of Millennials working in PR, many of whom seems more genuine and ambitious than previous industry seem allergic to how previous generations inclusivity efforts. staffed their agencies and cultivated tal- By Rick Gould ent. Indeed, Millennials are more racially accepting than previous generations and t happens every few years, just like a Swiss and leave. That’s at the heart of this issue.” don’t get hung up on, say, interracial dating. watch. Cries are heard regarding the gen- When hiring new employees, Strauss These are profound changes taking root Ieral lack of diversity within the creative added, PR managers tend to “self-segre- in the U.S. culture. For PR firm owners and services field and how it’s costing agencies gate,” which hampers firms’ creativity and hiring managers the ability to attract people and firms dearly. There are a few rounds feeds the echo chamber. of color, members of the LGBT communi- of self-flagellation within the four walls, as Survey participants had several recom- ty and non-traditional job candidates will the media trades run agonizing front-page mendations for diversifying creative talent require commitment from the tippy top stories examining why agencies remain so and opinion in organizations, including: of the organizations, homogenized. At marketing industry con- • Make diversity hiring goals more explic- stick-to-itiveness and, ferences throughout the country, senior it perhaps most crucial, executives vow to do better. Then things • End nepotism, cronyism and refer- imagination. pretty much return to the status quo. ral-based hiring Obstacles abound. However, the latest groundswell for di- • Hire for curiosity and experience According to a report versity throughout marketing sectors — in- • Hire from outside the industry released last year by the cluding the PR industry — feels different • Recruit internationally and eliminate City College of New this time. PR leaders are moving beyond insider jargon York and The Holmes cocktail-party compliant conversation re- Along with the industry at large, indi- Report, one of the fun- Rick Gould garding diversity and looking to take action. vidual firms must take the lead proactively damental challenges is For the last year or so, a flurry of studies and start their own and unique diversity to develop a singular definition for Diversi- has been released pointing out why agency initiatives. They need to invest real money ty and Inclusion that would serve as a mea- owners and C-level executives must recon- in programs designed not only to enhance surable standard across the industry. figure their hiring and recruiting practices diversity, but reduce groupthink and get “#PRDiversity: The Struggle is Real. Meet- in order to increase minority representa- hiring managers out of their comfort zone. ing Business Objectives with a 2020 Mind- tion within their firms. But many agencies Take Ketchum’s LaunchPad, a “blind sys- set” took the pulse of 16 CEOs and two for- remain behind the eight ball. tem” that enables Ketchum to examine a mer ones of global PR firms regarding the According to the Bureau of Labor Statis- job candidate’s potential versus prior work need for greater diversity. Some CEOs said tics, the ethnic makeup of the PR industry experience or background. another barrier to greater diversity is that is 10.3 percent African American, 5.4 per- Candidates compete to address a real cli- the industry does not hold the “competitive cent Asian-American and 3.3 percent His- ent challenge and are selected based on a financial or professional attraction that oth- panic-American. meritocratic basis. The approach has lev- er industries, such as law or business, might The Ketchum-Fast Company survey of eled the playing field, making it easier for have for diverse students.” 500 creative professionals released last sum- non-traditional candidates to get their foot Time and energy were also cited as barri- mer uncovered an important dichotomy: in the door, Strauss says. The agency’s Diver- ers to improving diversity. However, when Respondents believe diversity of thought is sity, Equity and Inclusion dashboard enable you think of the challenges to improve the valued by their organization (72 percent), managers to objectively compare data year- complexion of the PR industry, is that a le- yet an overwhelming majority think their over-year, with results that include more di- gitimate excuse? organization still needs to do more to en- versity hires since LaunchPad debuted. PR firm owners and C-level executives courage diversity of ideas (85 percent). What’s more, Ketchum in 2016 partnered need to get in front of these trends, lest they Another salient aspect of the survey: with Boston University to introduce the get stuck in reactionary mode and have to 54 percent of respondents think that they Kotcher-Ketchum Scholarship and Intern- play catch up. If they don’t get off the dime work in a creative echo chamber. Compa- ship Program for African-American stu- soon their firms increasingly will be seen ny leadership was cited as the biggest factor dents. among prospects as relics. contributing to the echo chamber (64 per- There are many factors driving such There are other factors spurring diversity cent), followed by conversations with like changes. For starters, perhaps agency own- efforts, of course. The only constant in life minded people (57 percent). ers are beginning to appreciate that demo- is change. But the bottom line is diversity is “To increase the flow of diverse people graphics is destiny. simply good business, broadening the firm’s and ideas into organizations, we must get By 2055, the U.S. will not have a single brand appeal to a wider array of people, vigilant about hiring from varied socio- racial or ethnic majority. Throughout the burnishing creative and carving new trails. economic and academic backgrounds and next five decades, the majority of U.S. pop- Rick Gould, CPA, J.D., Managing Partner work a lot harder to make people who ulation growth is projected to be linked to of Gould+Partners, is author of “Doing It the challenge our way of thinking and work- Asian and Latin American immigration, Right Way: 13 Crucial Steps for a Successful ing feel welcome and included,” said Karen according to Pew Research Center. One in PR Agency Merger or Acquisition,” and “The Strauss, partner and chief creative officer seven U.S. infants (14 percent) were multi- Ultimate PR Agency Financial Management at Ketchum. “If people with different opin- racial or multiethnic in 2015, nearly triple Handbook: How to Manage by the Num- ions, experiences, and perspectives don’t the share in1980. bers for Breakthrough Profitability of 20% or feel a sense of belonging, they disengage Another reason diversity efforts now Greater” (4th Edition). 

14 FEBRUARY 2018 | WWW.ODWYERPR.COM Women in PR seek allies when facing ethics issues A Baylor University study found that Millennial PR practitioners were unlikely to speak up when an ethical concern arises, while senior PR pros rely on “rational approaches” when it comes to ethics problems.

hen raising an ethical concern to “We absolutely put our foot down” and Another benefit of this is the fact that a company’s senior executives, fe- “Tell them it’s wrong.” But in the case of many PR practitioners feel they should Wmale public relations executives women, “some of these more confronta- be an “organizational conscience” in cases are more likely to recruit allies and form tional accounts were used in connection where they think company actions might alliances first, while men typically rely on with allies or coalitions,” said study lead pose an ethical dilemma with troubling presenting research and case studies, ac- author Marlene Neill, Ph.D., assistant pro- consequences, and cording to a study by Baylor University. fessor of journalism, public relations and having coalitions that The study, which is published in the Jour- new media at Baylor University. allow straightforward nal of Media Ethics, suggests that many PR Senior execs like “rational approaches” tactics within an or- pros don’t feel adequate in their abilities The study found that senior PR execu- ganization dissuades to provide ethics training or counsel, and tives rely on “rational approaches” when an them from turning highlights the need for PR practitioners to ethical concern arises, including research, outside the company build internal coalitions among colleagues case studies and appeals to what they feel is to more extreme mea- in the course of exerting influence and right and lawful. sures: whistleblowing speaking out on ethics problems within an “While our study was focused on iden- or leaking information organization. tifying effective ways to raise ethical con- to stakeholders or the Marlene Neill The study also found that Millennials cerns, it was quite disheartening to hear media, or resigning ac- were unlikely to speak up when ethics is- multiple stories from the senior executives counts outright if they decided that client’s sues arise. about times when they faced retaliation af- business isn’t worth the ethical cost. Women seek allies, men consult sources ter raising ethical concerns through official Neill said the research also “found com- PR practitioners interviewed for the reporting channels such as ethics commit- panies that invested heavily in ethics study discussed possible ways to exert in- tees and hotlines,” Neill told O’Dwyer’s. training and resources and then followed fluence and whether they feel senior lead- Neill said survey results also indicated through by terminating employees engag- ers value and respect their counsel. ing in unethical behavior and re- Among those surveyed, PR women warding employees who were living were said to be more likely than men their core values. Based on the sec- to seek allies and form coalitions be- ond group, we identified best prac- fore they give ethics counsel to senior tices for building an ethical culture.” leaders. Success depended on build- Page Center, PRSA funded study ing relationships with colleagues in Research for the study, which is ti- other departments so that they have tled “The Use of Influence Tactics by backup when ethical issues arise. Senior Public Relations Executives One woman said that “Going in to Provide Ethics Counsel,” was con- force can help your case. But some- ducted through interviews with 55 times it can backfire ... you know, if PR pros representing nearly 20 in- somebody wants to kill the messen- dustries, many of them Fortune 500 ger. But if several people come to you companies. The combined sample with the same messaging, I think you average of individuals polled was 33 take notice.” years in PR. Another woman said that she was It was funded by the Arthur W. “reprimanded for being so forth- Ranking of influence tactics used in PR by ­gender. Page Center for Integrity in Public right. So, I didn’t do it that way any- Communication and supported by m ore .” the PRSA Board of Ethics and Pro- Some women were wary of using emo- that Millennials “did not feel prepared to fessional Standards and PRSA College of tional appeals because of stereotypes about provide ethics counsel, were unlikely to Fellows. women being emotional in the workplace. speak up, and did not even expect to face Co-author is Amy Barnes, associate pro- “I probably erred in the other direction,” ethical dilemmas.” Neill said the study was fessor in the School of Mass Communica- one woman said. conducted, in part, to help instruct them tions, University of Arkansas at Little Rock. Men, meanwhile, are more likely to pre- on how to do this effectively “based on the “What inspired us to conduct this re- fer informational sources of power such as experiences of senior executives working search were findings from a study I con- research and case studies. But both gen- in our industry.” ducted in 2016 with Millennials working in ders said they ask questions, discuss, listen, Info-leaking may result public relations,” Neill said. “When it comes share alternatives or solutions and make The study suggests that building relation- to differences in how genders approach the recommendations. ships is critical for PR practitioners to en- role of ethics counselor, one reason wom- A few men and women used more con- sure other executives would listen to and en may recruit allies is that they tend to be frontational descriptions, such as saying, respect their counsel. outnumbered by men in the boardroom.” 

WWW.ODWYERPR.COM | FEBRUARY 2018 15 FEATURE Strategies for disruptive influence Startups are turning traditional businesses upside down. But they’re still navigating how to stay on the right side of the very New CEO Dara Khosrowshahi, in regulations they hope to disrupt. an email to Uber employees obtained by The New York Times, said he thought the By Doug Pinkham decision was unfair, but that “the truth is that there is a high cost to a bad reputation.” tartups need more than a clever idea, groups and new software tests. In 2014, the Khosrowshahi was referring, of course, to money and talent to launch a busi- Washington state club helped to pass leg- controversies about the company’s former Sness. They must also clear regulatory islation permitting the company to expand CEO, workplace culture and approach to and legal hurdles that can delay a product, its direct sales model. background checks, among other issues. force a company to change its business These grassroots strategies don’t just Nevertheless, many observers think Uber model or shut down the enterprise alto- work for tech-sector disruptors or small will find a way to return to London. “Any gether. companies, however. Reading the HBR ar- disrupter that is play- In highly regulated industries and profes- ticle reminded me of other examples. In ing in a regulated or sions, it can be close to impossible to over- 2012, Southwest Airlines wanted to fly in- unionized market is come barriers supported by entrenched ternational routes from Hobby Airport in going to face count- regulators, politicians and companies. But, Houston, but the city council and major er-disruption through as two Canadian researchers point out in competitors using George Bush Interconti- legislation and social a Harvard Business Review article pub- nental Airport were against the idea. protests,” said Bill lished in October 2017, insurgent firms like That’s when the company created its “Free Bosworth, CEO of Uber, Airbnb and Tesla have succeeded by Hobby” campaign, which enlisted the help DataStax, in an article mobilizing the public and other stakehold- of employees and the local community to in Forbes. “They will all Doug Pinkham ers to become advocates. conduct a massive petition drive. To give have to figure out new Guy Holburn and Davin Raiha of the its online petitions more impact, the airline rules.” Ivey Business School at the University of printed out the signatures on paper and de- Doug Pinkham is President of the Public Western Ontario observed that disruptive livered them in boxes to city hall. Affairs Council, a nonpartisan, nonpolitical companies marshal stakeholders in three But the petition drive was only part of the organization that provides training, advice ways: online petitions, partner organiza- plan. Media outreach, as well as T-shirts and research on public affairs. This article tions and consumer clubs. and other collateral proclaiming, “Houston, originally appeared on the pac.org blog.  Uber has used the petition strategy to en- We Have a Solution,” helped to attract local gage consumers in at least 10 cities, chiefly and national attention to the effort, which in North America and Europe. In Toronto, resulted in a near-unanimous city council Media news brief the authors note, Uber gathered more than vote favoring the company. In the same 90,000 signatures supporting ride-sharing way, Uber, Airbnb and Tesla have drawn Traditional media to gain as — a move that helped persuade the city extensive news media coverage and social Facebook scales back news council to permit the company to operate. media buzz to their campaigns, which have Facebook’s decision to downplay news from pub- In London, one of Uber’s most important magnified their impact. lishers and brands in favor of what it calls “meaning- markets, a petition that gained more than ful social interactions” on individual feeds will likely As in other areas of business, sometimes lead audiences back to the original sources of that 850,000 signatures gave the company a re- the most valuable lessons are learned when news, according to a report from CooperKatz. prieve from efforts to shut it down. everything doesn’t go according to plan. Citing Pew Research Center numbers, the report Insurgent firms engage partner orga- Holburn and Raiha admit that consumer finds 45 percent of Americans use Facebook to access nizations to bring credible voices to the advocacy doesn’t work for every company, news. CK polled 250 Americans via SurveyMonkey to find out where those users will go for news once it public policymaking table. For example, for every issue or in every location. Uber’s becomes less prominent on FB. Uber has partnered with Mothers Against petition drive in Calgary, Alberta, in 2015 Twitter was the new news source of choice for only Drunk Driving to support studies showing was disappointing when only 14,000 peo- six percent of the respondents, and Snapchat, Insta- that ride-sharing helps to reduce impaired ple — a little more than one percent of the gram and LinkedIn came in even lower. Eleven percent driving. In some cities, MADD has spoken said they will seek no new source of information. city’s population — signed on. Holburn Traditional news sources did much better, winning positively about ride-sharing at municipal and Raiha say this outcome was predictable 65 percent of respondents who plan to rely on them hearings. because the taxi industry had widespread for their information. Consumer clubs are perhaps the most support in the community, but Uber didn’t The CK study has several implications about what innovative of the three strategies because pay attention to polling. this means for both news sources and PR profession- als. they connect users with each other and For insurgents, that’s lesson number For news sources, the fight for loyal readers is like- help to orchestrate advocacy activities. one: Don’t call for a public vote of confi- ly to become more intense. The study notes the ten- Holburn and Raiha explain that Airbnb’s dence if you don’t yet have the votes. dency of many people to stick with one or two news “home-sharing clubs” in 100 cities around As an update to the HBR article, I’ll add outlets rather than surf the web to pick up information the world bring people together to discuss from a variety of outlets. Finding and keeping a ded- lesson number two: Once you have disrupt- icated audience could become much more difficult. regulatory and political issues and facilitate ed an industry, slow down and get things FB on the other hand, will become less attractive. political involvement. right. Uber found this out the hard way Breaking through on FB, the report says, will be costly Similarly, Tesla has a Tesla Owner’s Club in September when Transport for London and more difficult. Brands that continue to prioritize Program that requires clubs to support lo- finally decided not to renew its license to FB will need to be prepared to spend more and to de- vise strategies focused on user engagement. cal legislative efforts and assist with survey operate.

16 FEBRUARY 2018 | WWW.ODWYERPR.COM Things to watch in year two of the Trump ‘resistance’ 2018, which marks the 50th anniversary of the tumultuous upheavals of 1968, will be a frenzied year in the public arena, with a cacophony of causes vying for attention during year two of the “resistance.” By Ben Wyskida t’s been 50 years since 1968, the year in not receive any notification from the gov- communications to challenge hatred. One which protest found its voice and an ernment alerting them of their status and of the most remarkable organizations is Iawakening of the people’s power shaped opportunity to renew, instructions or dead- Facing History and Ourselves, a nonprofit public policy. line. They also received mixed messages on that for 30 years has helped schools teach As we enter the second year of the Trump whether renewal would be a safe step for children about racism and anti-Semitism presidency, there are some obvious parallels, them given the current anti-immigrant en- and whose work is as urgently needed including a federal administration hostile vironment. now as ever before. We are creating strat- to equity and inclusion, and an energized Women are storming the House. 2018 has egy and messaging for Facing History in community of activists working for change. already been called “The Year of the Wom- 2018, which includes Of course, there were no “social change an,” with nearly 400 women planning to supporting a commu- agencies” back then. Fenton didn’t exist. But run for the House of Representatives. The nity-wide teach-in on 1968 is in our DNA. Some of us were on the 2018 election may reach a fever pitch usual- the 50th anniversary front lines of movements back then. Others ly reserved for a Presidential election year, of the assassination weren’t born. And much of Fenton staff is with a major shift towards digital advertis- of MLK, hosted at the two generations on, a new wave of activ- ing and online video. National Civil Rights ists using multiple instant communications We’re already seeing the rise of organiza- Museum in Memphis, platforms and tools to make change. tions like Indivisible, Swing Left and Run TN. 2018 will be a frenzied year in the pub- for Something. We’re also seeing an emer- Rising anger over Ben Wyskida lic arena, with a cacophony of causes vying gence of organizations explicitly working conservation. In De- for attention during year two of the “resis- to build political power for people of color cember 2016, afteryears of consul- tance.” Here are a few trends to watch: and women, like Sister District, Black PAC tation with five tribal nations, President The fight for the Dreamers is on. The and Vote Pro Choice, who helped women Obama designated the Bears Ears region of cruelty shown to “Dreamers,” those eligi- candidates run on reproductive rights — Southern Utah a National monument. Last ble for DACA renewal, was at the heart of and win — in 2017. year President Trump gave most of the land the recent government shutdown. This will Organizations are mobilizing to stare back to mining interests, rolling back pro- continue to be a significant issue in 2018, down racism and anti-Semitism. Facing a tections for most of the land in Bears Ears and one that has been exacerbated by a lack wave of racism and anti-Semitism, many and Grand Staircase-Escalante, another na- of credible information. Most dreamers did organizations are looking for ways to use tional monument that has stood for over 20 years. This is part of an overall effort by the Trump Administration to undo almost ev- Social media is key to CEO success ery environmental protection on the books, including a recent decision to open up both ngaging with social media may well be dress personal topics on social media than coasts to offshore drilling. one of the keys to success as a CEO, do the lower performers (14.12 percent). More fake news. Little threatens the in- Eaccording to the January “The Social The high performers are also more likely to tegrity of our clients more than the lack CEO” report released by Ruder Finn. share industry news. But they are less like- of credible news sources and the prolifer- “The Social CEO” analyzes the social me- ly to post on such topics as current events, ation of bots and trolls. As an industry, we dia presence of 100 CEOs from across 13 politics and progressive topics. will need to contend with “fake news” on industries. It then split that group up into When the numbers are broken down by an ongoing basis in 2018. All brands are at “high-performing” CEOs and “low-per- company sector, it appears that some indus- risk — not just political causes. As PR pro- forming” CEOs (those whose companies tries are far more social-savvy than others. fessionals, we have a choice: use fake news had below-average stock price growth Not surprisingly, tech companies lead the and obfuscation to help our clients at the against the S&P 500 Index). way, with 91 percent of tech CEOs in the expense of our democracy, or do our work The study found that high performers survey reporting that they had a social me- with integrity. At Fenton, we’re part of a have a weightier social media presence than dia presence. For the FMCG (Fast Moving group working to create an “ethical engine” low performers. 50 percent of the high-per- Consumer Goods) sector that figure is 60 to spread facts and opinions of real vot- forming CEOs surveyed have two or more percent, with pharma coming in at 56 per- ers on social media, as an antidote to the social media accounts. That number is 28 cent and financial services at 33 percent. attacks we’re seeing on meaningful public percent for low performers. The high per- The main point reached by “The Social discourse. It won’t be easy. formers also have more followers, averag- CEO,” however, is that tapping the power of Fifty years ago, a year like no other roiled ing 400,566 followers over all their accounts social media has a strong relationship to a American history, with breaking — and of- and 244,190 followers per account. For the company’s success. “CEOs must find ways ten genuinely shocking — news each day. low performers, the numbers were 55,355 to leverage the power of social media as a In the second year of the Trump resis- overall and 37,605 per account. means to bring their story to life and con- tance, we are inspired by that history. And It also matters how open CEOs are on the nect with customers, investors and ­other we’re expecting a year like no other in the social platforms they use, the study says. audiences,” said Ruder Finn CEO Kathy public debate. More high performers (20.72 percent) ad- Bloomgarden.  Ben Wyskida is CEO at Fenton. 

WWW.ODWYERPR.COM | FEBRUARY 2018 17 PEOPLE IN PR People in PR WCG and Twist Mktg units. munications surrounding product launch- Legendary PR man Herb Prior to joining W2O she was a Managing es, medical meetings and research and de- Schmertz dies at 87 Director at Cohn & Wolfe, a role she held velopment. for nearly a decade. Earlier in her career, she He was also previously a Senior VP of cor- erb Schmertz, the combative Mobil was an Account Supervisor at Makovsky porate affairs at Weber Shandwick and held Oil PR exec who pioneered the use and a senior account executive at Edelman. a series of public affairs positions at Abbott, Hof “advertorials” to take on critics of As President, Gottlieb will oversee W2O’s including leading communications for the Big Oil, died Jan. 17 from congestive heart WCG, Twist and Pure properties. She’ll still global pharmaceutical operations division failure. He was 87. report to chairman and CEO Jim Weiss, and supporting the healthcare giant’s phar- The former Army Intelligence Officer and who retains responsibility for overall firm maceutical and corporate divisions.  organizer for John F. strategy and global operations and will now Kennedy’s presidential focus on EMEA growth as well as further B-M’s Gee shifts to campaign joined Mobil integration of digital marketing units Sen- in 1966, taking a leave tient and Marketeching Solutions.  Finsbury of absence in 1968 to work on Bobby Kenne- Ruder Finn ropes in Ryan insbury has recruited Chris Gee as dy’s presidential run. Managing Director to spearhead its He returned to Mobil uder Finn has named 20-year PR vet- Fintegrated digital practice in North in 1969 to head its pub- America. Herb Schmertz eran Laura Ryan an Executive VP in its lic affairs office, step- corporate communications practice. Gee joins from Bur- R son-Marsteller, where ping away in 1979 to Most recently running LKR Communi- work on Ted Kennedy’s cations, Ryan has big firm expertise earned he handled digital/ White House bid, before leaving in 1988 to from stints at Cohn & Wolfe, Ketchum and content strategy for head his own firm. Burson-Marsteller. She corporate and finan- Schmertz, who advocated “creative con- has handled pharma, cial clients. His cred- frontation” rather than working behind the food & beverage, con- its include campaigns for ExxonMobil, Nes- scenes to gain influence, launched the ad- sumer, finance and hos- Chris Gee vertorial in 1970, buying space on the op- pitality clients. tle Waters, Walgreens ed page of the New York Times to express RF CEO Kathy Boots Alliance, Col- Mobil’s view of the oil industry and world. Bloomgarden praised gate-Palmolive and MassMutual. The advertorials spread to other newspa- Ryan’s extensive cor- Prior to B-M, Gee was Chief Digital Offi- pers and Schmertz became a fixture on TV cer at RF|Binder and Managing Director of porate experience and  news programs. ability to work across a Laura Ryan digital and social strategy at Teneo. As Schmertz spearheaded Mobil’s attack range of disciplines in- on critics, he also softened the company’s cluding crisis PR. Smith bolsters APCO abrasive image through sponsorship of the She expects Ryan to strengthen the inde- PBS series “Masterpiece Theater.” Viewers pendent firm’s executive thought leadership, west coast operations would hear that high-end programs such issues, financial communications offerings im Smith, who was Executive VP at as “I, Claudius” and “The First Churchills” and its business development push. were “made possible by a grant from Mobil.” Edelman, has joined APCO World- TheNew York Times said he was “perhaps Finn Partners brings on Twide as Managing Director in Seat- the most visible PR executive in the US tle to spearhead the DC-based firm’s West during the 1970s and ‘80s,” while New York Bona as partner Coast push. magazine profiled him as “Oil Slick.” He joined Edelman’s hristopher Bona, a veteran at Baxter, Seattle in 2009 and rose W2O Group names GE Healthcare and Abbott, has been to lead the office’s cor- Cnamed a Partner in Finn Partners’ porate and PA practice. Gottlieb President health practice. Prior to work at the Bona joins the agency from metal pro- No. 1 independent 2O Group announced that it has cessor and distributor firm, Smith held the named Jennifer Gottlieb Presi- Ryerson, where he was Senior VP slot at Wag- Tim Smith Wdent, a newly head of communica- gener Edstrom World- created role at the San tions and responsible wide, where he led the Francisco-based mar- for corporate affairs, technology-oriented shop’s PA, issues man- keting and communi- investment community agement, crisis and CSR offerings. cations network. and marketing commu- Smith has a wealth of overseas corporate Gottlieb, who joined nications functions. He experience gained from stints at Japan To- bacco International (VP-Global Affairs and W2O in 2006, has held previously led global Christopher Bona a series of leadership marketing communica- Communications in Moscow and Geneva) positions at the net- tions at GE Healthcare and RJ Reynolds (Senior Director-Corpo- work, which focus- Jennifer Gottlieb for the business specializing in X-ray-based rate Affairs in Moscow). es on tech and global technologies. Prior to that, he was a Glob- He also worked as a commercial officer brands. Most recently al Corporate Communications Director at for the State Dept. with postings in Russia she served as Chief Operating Officer and medical device maker Baxter International (Moscow and Vladivostok) and Uzbekistan client service head, and previously led its Inc. and oversaw biopharmaceutical com- (Tashkent). 

18 FEBRUARY 2018 | WWW.ODWYERPR.COM Tips for gaining Instagram followers Being creative with meaningful content and paying attention to your target market are sure-fire ways to gain Instagram followers naturally, without having to pay for them. By Anthony Coggine nstagram is one of the most popular and fy to your specific needs, hashtags allow focused on their community to illustrate successful social media tools on the mar- businesses to target their audience, in ad- daily activities as a way to generate interest Iket today. Since 2010, the photo sharing dition to creating a backlog of photos and in the university. platform has grown rapidly and now boasts information that can be accessed with just For brands that are more traditional and more than 500 million users, making it one the tap of a finger. Think of hashtags as the may be new to social media, conducting of the top social media outlets used by ultimate tool to help you spread the word. market research before businesses to showcase their products. If you’re putting out a new product, or of- you starting posting For those new to Instagram, it may be fering a promotion, adding a catchy tag content is key. Knowing tempting to pay for followers. It’s a seem- will boost awareness and encourage your who you are speaking ingly easy way to strengthen your numbers audience to share your content. to, and what they want and speed up the growth process, but buy- In addition to helping you stay organized, to hear, will help you ing followers comes with a lot more risk hashtags are also a great way to tap into create more rich and than benefit. Accruing fake fans is a lot like current or seasonal trends on social media. meaningful content get-rich-quick schemes: basically too good Many brands tweak their content based on that users will actually to be true. Rather than running the risk of current global events, like the Olympics want to share. Mak- Anthony Coggine being seen as non-transparent and spam- or internationally recognized holidays. By ing the most of tools my, take the time to build a solid reputa- relating your product to what’s happening like Google Analytics or consulting a tion through meaningful content and audi- in your consumer’s world, you’re engaging market research analyst can help you iden- ence engagement. While it may take more with them on a more personal level. tify these specific needs. time, it’ll certainly pay off in the long run. Be consistent Engage your audience Never underestimate a hashtag’s power Consistency should apply to all of the You’d be hard pressed to come across The majority of businesses on Instagram content that you post on social media, someone who’s never heard of Starbucks. use hashtags. Simple and easy to modi- whether it’s Facebook or Instagram. A The corporate coffee giants have made a steady stream of hashtags, photos and global name for themselves, so you might campaigns that have a common theme wonder why they would need any more Media news brief will help you create an engaging storyline, press than they’ve already had. But, con- which ultimately creates brand awareness. sumer needs are changing and a growing Sard Verbinnen Everything from your logo, general design, on-the-go generation of buyers are de- crowned ’17 deals to daily content needs to be easily identi- manding more engaging campaigns, caus- fiable. First decide on what you want your ing even the biggest brands to rethink their Sard Verbinnen & Co. snagged the top spot in four main categories of Mergermarket’s global overview audience to know about your brand, and marketing strategies in order to stay rele- of PR advisors on mergers and acquisitions deals for then translate that visually. vant. 2017. When it comes to Instagram, you need to Starbucks is one of the many compa- With a global deal count of 248, SVC topped sec- ensure that all of the images you post are nies that’s turned to Instagram to freshen ond-place FTI Consulting by 48 deals. Brunswick Group came in number-three with 190 deals, while of the highest quality. It doesn’t matter if up their audience engagement. Inspired and Finsbury Hering Schuppener and Kekst, tied for you’re posting photos of the office dog or by customer doodles on cups, Starbucks fourth place with 165. your latest product, each photo needs to in 2014 reached out to their audience In terms of value, SVC once again took first place look as if it was shot with the utmost care through their My Starbucks Idea, ask- globally ($386 billion), followed by Brunswick Group and intention. ing them if they had any suggestions that ($346 billion), Finsbury Hering Schuppener ($308 bil- lion), Joele Frank Wilkinson Brimmer Katcher ($297 Create rich content could make their brand even better. Thus, billion) and Kekst ($241 billion). While Instagram seamlessly lends itself the ­#WhiteCupContest was born, receiv- The numbers for the U.S. were in line with the to visual brands, such as e-tailers and de- ing close to 4,000 entries. The winner’s cup global figures. SVC ranked first in total deals (221) sign-centric products, there are numer- was sold as a limited edition item on their and value ($353 billion). Joele Frank came in second in both categories, with 151 deals and $293 billion ous companies today that don’t necessar- website. in value. Other top firms were Finsbury (number-five ily offer physical products, which have So, before you consider taking the easy in deals, number-three in value), Kekst (number-three found ways to utilize Instagram to create way to Insta-fame, remember that it takes in deals, number-four in value), Abernathy MacGregor brand awareness. Brands that can’t simply a bit of finesse to get the most out of any Group (number-four in deals, number-seven in value) rely on a more straightforward approach, social media strategy, and putting in the and Brunswick Group (number-seven in deals, num- ber-five in value). like posting photos, have had to get cre- work is worth it in the end. Paying careful The data for the PR firm rankings measured deals ative with their content. Several years ago, attention to your target market, and getting with a value of over $5 million, or deals with an un- Penn State University held a “day in the creative with your content is a great way to disclosed value where the target’s turnover exceeds life” campaign where students, staff, and gain traction naturally, without having to $10 million. If the deal is for a stake of less than 30 percent, the value must be greater than $100 million. alumni could share their experiences at pay for followers. Mergermarket, an Acuris company, employs corre- the university through social media over Anthony Coggine is a HR professional spondents across 67 locations worldwide to assem- a period of 24 hours. Rather than simply turned business writer. He has been cover- ble a database of information about the M&A market. posting photos of the school campus, Penn ing a range of topics including training, HR, State took a human-centric approach that recruiting and cryptocurrency news. 

WWW.ODWYERPR.COM | FEBRUARY 2018 19 O’Dwyer’s guide to ENVIRONMENTAL PR & PUBLIC AFFAIRS

5W PUBLIC RELATIONS

The Helmsley Building 230 Park Ave., 32nd Flr. New York, NY 10169 212/999-5585

Ronn Torossian, Founder & CEO

5W’s public affairs practice manages everything from highly controversial local issue advocacy campaigns and international affairs programs to matters of cross-bor- der litigation and arbitration. 5W implements all facets of public affairs campaigns to impact public opinion — polling, message devel- opment, grassroots and grasstops lobbying, coalition building, dig- ital campaigns, media relations, crisis management and more. 5W’s distinguishing characteristic over Crosby staff members volunteer for worthy organizations such as the Chesapeake Bay Foundation. other public affairs firms is our ability to reach our clients’ core audiences through the media. We understand how the media thinks sired press contacts working in the communications and outreach for grated communications solutions and works, from local to national media. We advance the news value Superfund Site clean-ups and haz- that deliver results. Our expertise outlets, ensuring that our clients’ of clients with clear calls to action ardous waste remediation projects, enables organizations to strategize causes are heard by the audiences on the local, state and regional lev- our team has the skills and sub- issues, articulate key perspectives, they care about most. 5W’s public els, inside the Beltway and on the ject-matter expertise to achieve our connect with critical constituencies affairs clients include foreign allies national stage. clients’ results. and leverage opportunities. Client of the U.S., international trade as- Cerrell creates strategic and tar- case examples include: sociations, political leaders, public geted multilingual public affairs • Addressing complex regulatory employee unions, domestic and CERRELL programs that California’s diverse issues foreign NGO’s and non-profit -or ASSOCIATES, environmental projects demands. • Framing issues regarding ganizations. The key to our success is a compre- healthcare reform, delivery and INC. hensive approach that combines the policy CAPLAN Partner in The Worldcom Public disciplines of government affairs, • Publicizing global corporate Relations Group public relations, land use and out- environmental initiatives COMMUNICATIONS reach campaigns. • Promoting scientific research 320 N. Larchmont Blvd. LLC Los Angeles, CA 90004 We advocate for smart public on sustainability topics 323/466-3445 policies, build effective coalitions, • Copyright / trademark 1700 Rockville Pike, Suite 400 Fax: 323/466-8653 and tell compelling stories that get ­protection in digital realm Rockville, MD 20852 www.cerrell.com results and drive our communities • Privacy issues related to online 301/998-6592 forward. That’s why Cerrell is the behavioral advertising Fax: 301/983-2126 Hal Dash, Chairman & CEO firm of choice for local, national • Outreach and community- [email protected] Steve Bullock, CFO and global organizations doing en- building among key audiences [email protected] Brandon Stephenson, CSO ergy and environment projects in • Assessing environmental im- www.caplancommunications.com Marc Mitchell, Tori Chica & Dan Loeterman, VPs California. pact of motor vehicles @CaplanComms • Announcing major renewable Aric Caplan, President For more than 50 years, Cer- COOPERKATZ energy investments rell has been at the center of Cal- CooperKatz has developed public Caplan Communications is a ifornia’s biggest environmental & COMPANY affairs and / or environmental cam- full-service Washington-DC area projects and most consequential paigns for diverse clients including agency that carries out targeted issues. Our unmatched energy and 205 Lexington Avenue, 5th Floor American Cleaning Institute (ACI), news for legislation and advoca- environment experience is built on New York, NY 10016 American Society of Composers, cy. We work at the vanguard of decades of successfully working www.cooperkatz.com Authors and Publishers (ASCAP), Association of National Adver- issue-action campaigns, message for some of the largest oil and gas, Ralph Katz, Principal design and journalism. Caplan solar, water, power plant and recy- Anne Green, President / CEO tisers (ANA), Digital Advertising galvanizes citizen-led groups that cling private and public-sector enti- Alliance, MSN, Northern Arizona champion matters in the public in- ties in the state. CooperKatz has significant -ex University, Otis Worldwide, Phil- terest to effect desired audiences to Whether we’re confronting perience helping clients respond adelphia Eagles, Piaggio Group achieve timely results. Our practice regulations from air, water and/ to complex business, public policy Americas, The Physicians Founda- aligns clients with their most de- or related agencies, or managing or environmental issues with inte- tion and US Preventive Medicine.

20 FEBRUARY 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Environmental PR & Public Affairs Firms Boisvert, EVPs media. precisely aligning sustainability Caitlin Bidwell, COO Our team of public affairs pro- communications with corporate fessionals has the required work- strategies. CROSBY Creating wins for clients facing ing knowledge of executive and MARKETING public opposition and major crises legislative government processes for 35 years. to enable us to develop effective GREENOUGH COMMUNICATIONS Davies is a full-service strate- communication strategies, mes- BRAND gic and crisis communications sages, materials and activities to 705 Melvin Avenue agency that employs insightful support clients’ advocacy goals. STORYTELLERS Annapolis, MD 21401 public opinion research to craft 410/626-0805 thought-provoking materials that 1 Brook Street www.crosbymarketing.com share client stories. We uncover G&S Watertown, MA 02472 617/275-6500 Raymond Crosby, President and motivate vocal public support, soothe crisis and thwart opposition BUSINESS [email protected] www.greenough.biz For more than 40 years, Crosby through hands-on community acti- COMMUNICATIONS has helped clients Inspire Actions vation and thoughtful strategy. Phil Greenough, CEO That Matter™ – actions that pos- Davies delivers the power of Worldwide Headquarters Scott Bauman, EVP/GM itively impact people’s lives and public support for clients engaged 60 East 42nd Street, 44th floor contribute to the greater good. in local, state, and federal envi- New York, NY 10165 Greenough Brand Storytellers From helping to save energy and ronmental regulatory permitting 212/697-2600 expertly moves audiences toward protect the climate to stopping the battles and land use entitlement Sustainability Consulting Practice: affinity and action with compelling spread of invasive species, from challenges. 312/648-6700 stories. Whether we’re educating www.gscommunications.com consumers about energy efficiency fighting for veterans’ rights to When trouble strikes, Davies learnmore@gscommunications. promoting innovation in educa- manages crisis response with fo- com and solar investment or helping to tion, Crosby partners with clients cused management, message driv- influence state legislators and pol- to raise awareness of today’s most en communications and strategic Luke Lambert, President and CEO icy-makers for a greenhouse gas important issues and call people to planning that calms the media and Ron Loch, Managing Director, initiative, wind energy or a ballot action. public storm. Chicago and Sustainability issue, every campaign starts with The firm serves a wide range Partial Client List: Sudberry Consulting Lead the central issues and a qualitative Properties, Toll Brothers, Napa and quantitative understanding of of nonprofits, foundations, gov- G&S Business Communications ernment agencies and companies Pipe, NRG, Dominion, SoCal- the characters. Greenough’s en- Gas, BGE, PG&E, Vestas, E.ON, provides clients with a strategic ergy practice excels at delivering focused on the environment, pub- approach to environmental, social lic health, education, and advo- Calpine, EDF, Anglo American national, local and hyperlocal me- and Augusta Resources. and governance (ESG) disclosure dia results, developing and distrib- cacy. Crosby develops integrated and corporate social responsibil- marketing campaigns for clients uting journalistic-quality stories ity (CSR). We collaborate with through owned and paid channels. including EPA’s ENERGY STAR you to improve relationships with program, USDA, DAV (Disabled It begins with “Brand Journalism,” FAHLGREN stakeholders and realize greater our program foundation that com- American Veterans), Catholic business value from sustainability Relief Services and The Wallace MORTINE­ prises PR and marketing tactics efforts. based on journalistic discipline. Foundation. With headquarters in New York, Services include marketing re- 4020 Easton Station, Suite 300 We are effectively your in-house Columbus, OH 43219 offices in Chicago, Raleigh and investigative reporting team, un- search and planning, brand devel- Basel, Switzerland, and affili- opment, public relations, commu- 614/383-1500 covering the meaning behind is- Fax: 614/383-1501 ates in 50+ countries, we advise sues and offerings by presenting nity and multicultural outreach, [email protected] on sustainability reporting, stra- digital marketing and web devel- them through the lenses of the [email protected] tegic messaging and stakehold- target audiences themselves. Our opment, PSAs, and social mar- www.fahlgrenmortine.com er engagement, ESG disclosure keting and behavior-change cam- energy campaigns actively engage and communications, materiality viewers, readers and listeners, en- paigns that deploy a mix of paid, Neil Mortine, President and CEO analysis, clean technology market- earned, owned and shared media. Bob Boltz, Executive Vice couraging them to think, share and President, Public Affairs Lead ing, supply chain monitoring, and act. Crosby is #33 on O’Dwyer’s cause marketing. Our portfolio ranking of public relations firms Fahlgren Mortine’s public af- encompasses a broad array of ser- and has offices in Annapolis, Md., vices to implement B2B customer MARKETING and Washington, D.C. To see case fairs professionals have a success- ful track record of helping clients experience (CX) studies, brand MAVEN studies, visit www.crosbymarket- strategy, content strategy, creative, ing.com. negotiate the often difficult waters where private- and public-sec- digital and social, employee en- 1460 Broadway, 1st Floor tor issues and concerns intersect. gagement, insights and analytics, New York, NY 10036 Collectively, we have decades of media relations, and sustainability 212/967-5510 DAVIES experience working with business- and CSR. [email protected] es, trade associations, and infor- Annual editions of our Sense [email protected] 808 State Street mal and formal coalitions, as well & Sustainability® Study are an www.MarketingMaven.com Santa Barbara, CA 93101 as government officials, public authoritative source for research 805/963-5929 agencies and the media. Our core into consumer opinions on the Los Angeles Headquarters 310/994-7380 [email protected] competencies include supporting corporate commitment to ESG re- www.DaviesPublicAffairs.com industry coalitions; organizing and sponsibilities. G&S also advances Lindsey Carnett, CEO & President thought leadership via programs Los Angeles supporting grassroots advocacy Natalie Rucker, Director of efforts; planning and conducting that feature business journalists Business Development 310/395-9510 who cover ESG and renewable special events and conferences; writing policy briefs, position energy news from leading media Marketing Maven’s sophisticat- Washington, D.C. outlets, among them Bloomberg ed share of voice and sentiment 202/580-8930 papers, legislative testimony and other advocacy materials; and Businessweek, Newsweek and coordinating newspaper editorial Time magazine. John Davies, CEO _ Continued on page 22 Taylor Canfield and Joshua board meetings and outreach to the We achieve business results by

ADVERTISING SECTION | WWW.ODWYERPR.COM | FEBRUARY 2018 21 Profiles of Environmental PR & Public Affairs Firms

MARKETING MAVEN _ Continued from page 21 analysis tools help to shape cam- paign strategy for public affairs and environmental clients. Align- ing with key influencers and uti- lizing grassroots social media tac- tics, paired with traditional media relations, this generates significant impact for clients. From high profile litigation, emergency announcements, public affairs issues with utilities compa- nies and law enforcement associ- ations to reputation management surrounding tech companies with data breaches, our strategic execu- tion is core to the success of our campaigns for environmental and public affairs clients. Marketing Maven executes these campaigns in both English and Spanish. Marketing Maven is a federal- ly recognized Native American Owned 8(a) and WOSB certified company. We are also a certified Small Business (SB) with the California Department of General Marketing Maven supports WaterAid America by educating U.S. consumers about WASH (water, sanitation and Services (DGS), a certified Dis- hygiene) and how to impact the global water crisis in-country with advocacy initiatives. advantaged Business Enterprise (DBE) with METRO, a certified Photo: WaterAid/Tom Greenwood Women/Minority Business Enter- prise (WMBE) through the Cali- fornia Public Utilities Commission nonprofit, real estate, retail and groups and political entities. Our (CPUC), and a certified Women’s in the business, government and telecommunications. strategies are built on data-driv- Business Enterprise (WBE) with nonprofit sectors. en insights and human intellect the Women’s Business Enterprise Our proven ability to design and and instinct. With an approach to National Council (WBENC). launch successful public relations campaigns, develop creative com- MWWPR public affairs that goes beyond the munications solutions and exceed boundaries of expected thinking, client expectations has earned us a 304 Park Avenue South we help you matter more to the MARX LAYNE & reputation as a valued partner and New York, NY 10010 stakeholders who matter most. 212/704-9727 Services include: Public Policy an industry leader. We are highly www.mww.com CO. skilled at integrating communi- Advocacy, Issues Management, cations, utilizing media relations, William P. Murray, Executive VP & Coalition / Consensus Building, 31420 Northwestern Hwy., #100 social media, content marketing, National Director of MWWPR’s 50 Government Relations, Grassroots Farmington Hills, MI 48334 State Public Affairs Network Campaigns, Strategic Communi- 248/855-6777 Ext. 105 community relations and crisis [email protected] [email protected] communications. cations, Influencer Mapping and Amy Dacey, Executive Vice www.marxlayne.com Our account professionals cus- Perception Audit, Executive Visi- tomize high impact strategies to President & Managing Director, bility and Eminence, Stakeholder Washington DC Office and National Michael Layne, Managing Partner Engagement and Messaging Plat- deliver clients’ messages and influ- Public Affairs ence opinion on legislation, regula- [email protected] forms. For more than 25 years, De- tion and appropriations at the state PADILLA troit-based Marx Layne & Com- and local levels. MWWPR, one of the world’s pany has provided outstanding, We’re routinely engaged by lob- top independent PR agencies, has results-oriented communications byists to reinforce their efforts by decades of experience building re- Headquarters: counsel to a broad range of clients generating constituent messages, 1101 West River Pkwy., Suite 400 lationships with the national, state Minneapolis, MN 55415 news coverage appearances, ed- and local advocacy groups that 612/455-1700 The March issue of itorial commentaries, expert tes- matter most. We help clients turn www.PadillaCo.com timony and research studies. Our a spotlight on key issues they care O’Dwyer’s will feature clients include publicly traded about, move policy that makes a Matt Kucharski, President a company profiles section multinational corporations, mid- difference and establish them as Tina Charpentier, Senior Vice of food & beverage PR. sized companies and small private thought leaders in the environment President, Agriculture and If you would like to be listed, practices. in which they work. Environmental Sciences Lead We’re knowledgeable in many Our Public Affairs professionals contact associate editor industries including environmen- have worked at the highest levels Padilla is a top 10 independent Steve Barnes at 646/843-2080 tal services, energy, financial ser- of the executive branch, congress, public relations and communica- or [email protected] vices, healthcare, higher education, and state and local governments, tions company comprised of 240 hospitality, legal, manufacturing, as well as in a variety of advocacy employee-owners. Padilla builds,

22 FEBRUARY 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Environmental PR & Public Affairs Firms grows and protects brands world- communications and brilliant success by building strong rela- operate consumer awareness pro- wide by creating purposeful con- customer experience. Employing tionships with policymakers, the grams, celebrate announcements nections with the people who mat- an omni-channel approach, the media and corporate influencers. and milestones, manage social ter most through public relations, company uses customer insights We excel at working with local and media campaigns and create con- advertising, digital and social to determine the right mix of tools state governments. Since the com- tent and strategies that inform, ex- marketing, investor relations and and platforms to help clients reach, pany’s founding, we have worked cite and connect publics with our brand strategy. Padilla includes the engage and influence customers with Fortune 500 companies, ma- clients’ messages. This includes brand consultancy of Joe Smith, along their path to purchase. jor industry associations and char- handling crises, developing digital the food and nutrition experts at Founded in 1995, Peppercomm itable organizations. strategies, coaching spokespersons FoodMinds and the research au- has received numerous accolades, PCG provides public affairs ser- and providing an outside-in per- thorities at SMS. including The Holmes Report’s vices for an array of clients includ- spective that is difficult for people Padilla’s Agriculture and Envi- North American Corporate/B2B ing: California Chronic Care Co- within an organization to muster. ronmental Sciences team brings Agency of the Year and Bulldog alition, California Manufacturers More than 75 percent of PCI’s the best of what the agency has Reporter’s Midsized Agency of and Technology Association, Cali- new business is generated through to offer — smart, invested peo- the Year. The agency has been fornia Association of Oral & Max- word of mouth, including referrals ple dedicated to helping clients listed as one of Fortune’s 10 Best illofacial Surgeons, EHS Medical and personal recommendations achieve their purpose — along Workplaces in Advertising and Group, Pharmaceutical Research from our clients. This is particular- with a passion for companies and Marketing, 100 Best Workplaces & Manufacturers of America, ly true within our conservation and organizations engaged in protect- for Women, 50 Best Small and West Health Policy Center and environment practice because PCI ing, managing and optimizing the Medium Workplaces and 50 Best ZGlobal, Inc. has established a reputation of un- earth’s natural resources. Whether Workplaces for New College derstanding our clients’ needs and it’s in agriculture, energy, clean Grads. delivering results. water and air or environmental Services include Branding, PUBLIC Once clients begin working with remediation, Padilla’s Agriculture Content Strategy & Develop- COMMUNICATIONS PCI, they stay. Nearly half of our and Environmental Sciences team ment, Creative Services, Crisis clients in the conservation and en- collaborates with clients to plan Management, Digital Solutions, INC. vironmental fields have been with and implement communications Experiential, Insights & Strategy, us 10 years or more and our clients strategies to grow their businesses, Licensing, Public Relations & So- One East Wacker Drive benefit. 24th Floor serve their customers, build align- cial Media and Research & Mea- Chicago, IL 60601 ment with stakeholders and sustain surement. 312/558-1770 our natural resources. For more information, visit www.pcipr.com RASKY Clients in the agriculture and www.peppercomm.com. environmental sectors include The Jill Allread, APR, CEO PARTNERS Almond Board of California, Car- Pamela Oettel, CFO & COO gill, CHS, Dominion Energy, Land Craig Pugh, President Boston Address & Phone: O’Lakes, Pentair and U.S. High- PERRY 70 Franklin Street, 3rd Floor Experience distinguishes PCI Boston, MA 02110 bush Blueberry Council. COMMUNICATIONS 617/443-9933 Padilla is a founding member of as a go-to agency on green issues from local to global. We serve a Email: [email protected] The Worldcom Public Relations GROUP www.rasky.com Group, a partnership of 143 inde- diversity of environmental clients, pendently owned partner offices in 980 9th Street, Suite 410 from advocacy organizations and Washington, DC Address & Phone: Sacramento, CA 95814 professional associations, to na- 555 11th Street, NW, Suite 401 115 cities on six continents. Make 916/658-0144 a connection at PadillaCo.com. tionally and internationally ranked Washington, DC 20004 Fax: 916/658-0155 zoos and aquariums, conservation 202/ 530-7700 www.perrycom.com groups and regulatory agencies. @KassyPerry It is an agency priority to use sus- PEPPERCOMM Larry Rasky, Chairman & CEO Kassy Perry, President/CEO tainable business practices daily at PCI because we share the belief Ron Walker, Chief Operating Julia Spiess Lewis, Senior Vice Officer 470 Park Ave. South President with our environmentally con- 4th flr. North New York, NY 10016 George Cronin, Managing Director Jennifer Zins, Vice President scious clients that it’s important to Justine Griffin, Managing Director 212/931-6100 live sustainably. www.peppercomm.com Perry Communications Group Several PCI senior counsel- Rasky Partners is a nationally is an award-winning, full service Steve Cody, Co-CEO and Co- ors have significant experience recognized public and government Founder strategic communications firm. working in and for environmen- relations firm with more than three Ed Moed, Co-CEO & Co-Founder Led by Kassy Perry, PCG shapes tal organizations. This first-hand decades of experience providing Ted Birkhahn, Partner & President ideas, galvanizes opinions and experience brings extraordinary exceptional client service to or- Ann Barlow, Partner & President, influences decisions ultimate- insight and benefits to our clients ganizations that operate at the in- West Coast ly leading to social change. The — from PCI’s creative strategies tersection of business, politics and Deborah Brown, Partner & PCG team helps clients positive- to knowing what words resonate media. With offices in Boston and Managing Director ly impact public policy issues not and prompt public engagement on Washington, DC, Rasky Partners Jacqueline Kolek, Partner & only in Sacramento, but through- Managing Director green issues. offers a comprehensive range of Maggie O’Neill, Partner & out California and the U.S. PCG For most of our 55 years, PCI services including media strategy Managing Director tackles high-profile issues such as has represented clients in the and public relations, government Mike Friedin, Chief Digital Officer health care, energy and environ- conservation and environmental relations, reputation management, ment, finance and water. fields. Today a growing segment crisis communication and digital Peppercomm is an award-win- Whether the politically savvy of our business consists of clients media. ning strategic, integrated commu- PCG team is managing a compli- who seek international, national Rasky Partners’ Public Affairs nications and marketing agency cated issue, running a statewide and regional counsel on issues, practice has extensive experience headquartered in New York City initiative campaign, leading a including land use, water quality, representing multinational clients’ with offices in San Francisco and high-profile coalition or helping wildlife conservation, animal care, interests before all levels of gov- London. The firm connects brands, clients communicate, shape and marine life protection and living messages and people through da- influence with a mix of traditional sustainably. ta-driven insights, cross-channel and digital strategies, we achieve We create and launch campaigns, _ Continued on page 24

ADVERTISING SECTION | WWW.ODWYERPR.COM | FEBRUARY 2018 23 Profiles of Environmental PR & Public Affairs Firms

RASKY PARTNERS WEBER _ Continued from page 23 SHANDWICK

733 Tenth Street, NW ernment and helps clients capital- Washington, D.C. 20001 www.webershandwick.com ize on the firm’s strong relation- ships with elected officials in New England and on Capitol Hill. The Energy and Environment Paul Massey, President DC practice excels in helping clients Cindy Drucker, Executive Vice including large utilities, clean tech President startups and renewable energy companies achieve their business Weber Shandwick is a leading objectives through integrated com- global communications and en- munications strategies. gagement firm in 79 cities across 34 An independent firm, Rasky countries and operations extending Partners provides consistent, stra- to 127 cities in 81 countries. tegic hands-on engagement, with Through our Social Impact and client teams — including the se- Energy offerings, we bring cli- nior professionals — highly en- ents a full-range of strategic, in- gaged throughout each client en- tegrated communications services gagement. along with in-depth subject matter expertise needed to navigate the complexities of the social respon- SCHNEIDER sibility, sustainability and ener- ASSOCIATES gy-related arenas. Weber Shand- wick’s Social Impact practice is Member of the Worldcom Public an award-winning global team that Relations Group builds engagement strategies for 2 Oliver Street, Suite 402 purpose-driven organizations. The Boston, MA 02109 team creates best-in-class engage- 617/536-3300 ment campaigns, partnering with [email protected] leading corporate, foundation, and www.schneiderpr.com nonprofit clients to advance shared Joan Schneider, Chief Executive value and progress on complex Officer & Founder business and social issues with Phil Pennellatore, President consumers, thought leaders, media and other key stakeholders. Our At Schneider Associates, we de- professionals bring long-standing fine public affairs as anything that expertise working with corpora- impacts public opinion and drives tions to distinguish sustainabili- behavior. Whether you’re facing a ty progress and leadership, often media crisis, securing town permit- through multi-stakeholder engage- ting approvals, advancing social or ment. environmental causes, or trying to Our global Energy team provides influence decision-makers at all tailored communications, public levels of government, Schneider affairs and engagement services Associates can help. designed to help clients navigate We implement a proprietary the evolving energy landscape, process known as Community build reputation and advance orga- Launch™ to develop campaigns nization and business goals in the and government relations strat- areas of renewable energy, energy egies for premier commercial, innovation & technology, energy retail, and residential real estate efficiency, climate change, sustain- developers as well as corporations, able cities, science-based goals and nonprofits, and municipalities. We reporting across a wide spectrum of build support to drive initiatives industries. through the public process, and Weber Shandwick counsels cli- execute campaigns for our clients. ents on social responsibility, sus- Schneider Associates is a tainability, energy issues manage- full-service public relations and ment and public affairs strategy, integrated marketing communi- in partnership with the agency’s cations agency specializing in specialized public affairs division, Launch Public Relations®, a pro- Powell Tate, based in Washington, prietary method of launching new D.C. Powell Tate staff includes top and revitalizing iconic products, communications and policy experts services, companies, institutions from both parties on Capitol Hill, and communities to build aware- the White House, federal agencies, ness, excitement, and sales. Visit trade associations, advocacy orga- www.schneiderpr.com. nizations and the media. 

24 FEBRUARY 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYERENVIRONMENTAL & ’SPUBLIC RANKINGS AFFAIRS PR FIRMS

Firm Net Fees (2016) Firm Net Fees (2016)

1. APCO Worldwide, Washington, DC $32,612,500 17. Inkhouse Media + Marketing, Waltham, MA $520,210

2. Edelman, New York, NY $16,736,000 18. Public Communications Inc., Chicago, IL $517,052

3. Davies, Santa Barbara, CA $10,184,244 19. French | West | Vaughan, Raleigh, NC $485,000

4. Finn Partners, New York, NY $7,219,000 20. Peppercomm, New York, NY $465,778

5. Cerrell Associates, Los Angeles, CA $6,098,177 21. MP & F Public Relations, Nashville, TN $390,036

6. SevenTwenty Strategies, Washington, DC $3,571,820 22. Perry Communications Group, Sacramento, CA $361,362

7. Sachs Media Group, Tallahassee, FL $3,186,500 23. Greenough, Boston, MA $225,058

8. Moore Communications Group, Tallahassee, FL $2,293,191 24. Schneider Associates, Boston, MA $198,517

9. Lambert, Edwards & Assoc., Grand Rapids, MI $2,116,000 25. Jackson Spalding, Atlanta, GA $189,465

10. Makovsky, New York, NY $1,971,000 26. CooperKatz & Co., New York, NY $140,942

11. Singer Associates, Inc., San Francisco, CA $1,547,225 27. Red Sky PR, Boise, ID $129,173

12. Crosby, Annapolis, MD $865,754 28. Marketing Maven Public Relations, Camarillo, CA $120,310

13. Pierpont Communications, Houston, TX $757,249 29. IW Group, Inc., West Hollywood, CA $82,000

14. Padilla, Minneapolis, MN $740,475 30. Trevelino/Keller, Atlanta, GA $75,000

15. rbb Communications, Miami, FL $687,731 31. WordWrite Communications LLC, Pittsburgh, PA $52,000

16. PAN Communications, Boston, MA $624,233 32. SPM Communications, Dallas, TX $22,039

© Copyright 2018 The J.R. O’Dwyer Co. OPINION Professional Development How Bannon got played

blanche access to the West Wing staff for Bannon compared himself, he had found By Fraser Seitel nine solid months, which ultimately result- a writer who could properly discern the ed in Bannon’s self-immolation. superior thoughtfulness that he possessed teve Bannon’s fall from grace was so Within weeks of the book’s first leaks, and the Svengali-like impact he had on an rapid, so precipitous and so conclusive Trump fired “Sloppy Steve” and presumably eager believer like President Trump. S— not to mention so unexpected — severed ties with his former top aide. Ban- This book, the self-inflated advisor that recalling his name now requires some non’s financiers followed, as did his employ- thought, would provide the true context of thought. Never before in the annals of pow- er, Breitbart. Today, Steve Bannon is an his- his own policy-making authority and the er politics has such torical afterthought. Finished. Over. Kaput. outsized role that the President’s key advisor a close personal Here are the three simple public relations would play in reshaping America and the advisor to the Pres- reminders he leaves in his wake. world. Michael Wolff, in other words, would ident been offed so Don’t trust reporters be Steve Bannon’s Arthur Schlesinger. definitively. Talk Or at least the ones you don’t know. So Steve Bannon dropped his guard and about “Gone in 60 The simple rule that every public relations spilled his guts. seconds.” professional must know is that reporters Among other pearls, Bannon, accord- How Bannon, the and sources have different objectives: the ing to Wolff, declared Don, Jr.’s infamous self-acknowledged latter want good stories about their employ- meeting with Russians in Trump Tower, smartest man in ers; the former want stories that sizzle. That’s “treasonous.” He admitted his antipathy to Washington and why one must always be wary of reporters. Trump daughter Ivanka and her husband Fraser P. Seitel has primary creator of Bannon, no doubt, was impressed with Jared Kushner and dismissed the two am- been a communications the Trump strat- Wolff’s pedigree. After all, the man was an ateurs as “Jarvanka.” Ivanka, Trump’s fa- consultant, author and teacher for more than egy, got “played” outstanding writer, winning two National vorite, was evidently a particular Bannon 30 years. He is the au- by a notoriously Magazine Awards, and had worked for the target. Wolff quoted him as calling her a thor of the Prentice-Hall untrustworthy and highest-rated publications in the country. “@#*@% liar” and gleefully extolling after text, The Practice of conniving jour- He was a published author, sought-after TV the United States pulled out of the Paris cli- Public Relations. nalist, should be a media critic and a friend to media movers mate agreement that Ivanka championed, cautionary tale for and shakers, some of whom he partnered “Score. The bitch is dead.” any PR person who deals with the media. with in an attempt to buy media giant Pri- Now the only feasible reason anyone The story by now is well known. Michael media Inc. Perhaps most important to Ban- would open up so graphically — about his Wolfff, a strange and prodigiously dis- non, Wolff was disdainful of the working employer’s family, no less! — was that Ban- liked Wall Street/media columnist for such press, preferring to rub elbows with power non trusted Wolff to keep some comments publications as Vanity Fair and New York players rather than ink-stained wretches. off-the-record and protect him as a source. Magazine and frequent TV contributor, ap- What Bannon apparently didn’t realize Surprise! proached Bannon — then Donald Trump’s was that Wolff was a snake. Sure, he was a Organizations supersede individuals strategic advisor — about access to the “good reporter,” just not “good” in terms of PR professionals understand that your White House for a book Wolff was writing fairness, honesty or ethics. Michael Wolff first loyalty is always to he or she who pays on the new administration. was known for his provocative prose and the check. In this case, it’s the President Bannon, a former Goldman Sachs man- producing stories people wanted to read. But who gets the credit, made the decision or ager, movie producer and Breitbart execu- he was equally well known — as described wrote the speech (as White House speech- tive, was outspoken in his contempt for the in a most public 2004 cover story in the writer Peggy Noonan famously found out mainstream media and particularly what New Republic — as someone who couldn’t when she bragged that she was the one, not he saw as its contempt for his candidate. be trusted. That’s why other reporters had President George HW Bush, who invented Trump and Bannon led the campaign to no particular use for him, but since Bannon the term, “thousand points of light.” Neither demonize the “fake news” delivered by the had no use for them and because the Trump Poppy nor Mommy Bush were pleased.) usual suspects, from CNN to the New York strategist obviously didn’t do much home- Stated another way, the organization’s Times. And it was Lt. Bannon, in particular, work, he opened the White House tent for welfare always comes before your own. who served as Gen. Trump’s point man on the snake to slither in. The dope. Steve Bannon, so consumed with his own his anti-media flank. Don’t believe your own press presumed place in history, either forgot or The Trump-Bannon combination contin- Good public relations people know that didn’t realize that simple truth. ued to thrive until the publication of Wolff’s any publicity — good or bad — should be So he hungrily swallowed the Wolff Kool- book, “Fire and Fury,” which tells the inside believed by half, always playing down ex- Aid, let the Trojan Horse through the gates story of a hopelessly dysfunctional White pectations. and proceeded to backstab his employer. By House, where most of the senior troops But Steve Bannon — the President’s archi- enabling Wolff to paint the White House as lament the ignorance, naiveté, insecuri- tect, his top man, the chief arbiter of policies a dysfunctional organization and Trump as ty and childishness of the man they serve. that affected millions — was flying high for an unprepared, dim-witted, way-in-over- While it’s impossible to know how much of the first time in his life and loving it. his-head buffoon, Bannon sealed his fate. Wolff’s best seller is true and how much is So, when the conniving Wolff approached So intent was Bannon to ensure that baloney, it remains a mystery how someone him with a proposition to write the book he, himself, was memorialized, he never with a reputation as sleazy as Wolff man- that would memorialize Bannon’s place in ­realized that in assisting the devious Wolff, aged to finagle his way into the inner sanc- history, the gullible Bannon ate it up. He he was committing the cardinal Trump tum of the Trump White House, and why believed that in Wolff, a writer who regu- World sin, disloyalty, and sealing his own his new friend Bannon awarded him carte larly hobnobbed with the moguls to whom demise. 

26 FEBRUARY 2018 | WWW.ODWYERPR.COM Guest Column Tax changes for PR firm owners and their agencies

By Arthur Solomon limited to acquisition indebtedness of up to the amount, if any, paid for the stock by the his year has brought us the “Tax Cuts $1 million ($500,000 in the case of married employee. and Jobs Act,” which will impact PR filing separate), plus home equity indebted- The new law allows a qualified employee Tagency owners personally as well as ness of up to $100,000. to elect to defer for income tax purposes their agencies. This column will review The new tax law provision suspends the amount of income attributable to qual- the key provision home equity indebtedness and the deduc- ified stock transferred to the employee by changes that we tion for mortgage interest is limited to un- the employer. The deferral period is made will be facing in derlying indebtedness of up to $750,000 by election no later than 30 days after the 2018 and beyond. ($375,000 for married filing separately). first time the employee’s right to the stock New income tax For tax years after December 31, 2025, is substantially vested or is transferable, rates and brackets the prior $1 million/$500,000 and home whichever occurs earlier. (Note: the balance To determine equity indebtedness is restored. Note, the of the rules are complex and professional your regular tax treatment of indebtedness incurred on or advice is needed!!) liability, there are before December 15, 2017 is not subject Obviously, I can’t review every provision now new tax rate to this new provision. Also, if you entered in this column. However, one important schedules. Thereinto a binding contract written before De- provision to understand is the new deduc- will be four tax rate cember 15, 2017 to close on the purchase tion for pass-through income. Generally, Richard Goldstein is schedules based on of a principal residence before January 1, the new law allows a non-corporate tax- a partner at Buchbind- er Tunick & Company filing status. Under 2018 and purchase such residence before payer, including a trust or estate, who has LLP, New York, Certified the pre-Act law, April 1, 2018, the new tax law limitation qualified business income from a partner- Public Accountants. individuals were will not apply. ship, S corporation or sole proprietorship subject to six tax An open question: Assume you own a to deduct what is known as the 20 percent rates: 10 percent, home and have no mortgage but need to deduction. Have you been told this will 15 percent, 25 percent, 28 percent, 33 per- make substantial improvements to your now work for PR agencies? We’ll discuss cent, 35 percent and 39.6 percent. The new home; a new kitchen and baths as an ex- this next month.  tax law introduces seven brackets for indi- ample. You borrow under a new “home viduals: 10 percent, 22 percent, 32 percent, equity” loan to make these improvements PR news brief 35 percent and 37 percent. For example, a (banks generally do not lend under a married couple with taxable income over “mortgage”). Will the underlying debt be Finn Partners acquires $165,000 but not over $315,000 will incur a considered “home acquisition indebted- Brighter Group tax of $28,179 plus 24 percent on the excess ness” allowing the interest to be deducted? Finn Partners announced that it has acquired Lon- over $165,000 up to $315,000. In my view this should work! However, don-based travel and tourism firm Brighter Group. Financial terms of the acquisition were not publicly There are basically three ways to measure guidance is needed by the IRS to put this to disclosed. tax rates: marginal tax rate, average tax rate rest. Some tax professionals say “yes” and One of the UK’s largest independent travel and and effective tax rate. The marginal rate is others “no.” tourism PR firms, the Brighter Group represents cli- the tax rate that applies to the next addi- Some itemized deductions suspended ents across the travel sector and also provides crisis, tional increment of the taxpayer’s taxable Under the pre-Act law, taxpayers could media training and event production offerings. The agency, which staffs 22, was founded in 1995 income. The average tax rate is the aver- deduct certain miscellaneous itemized by CEO Debbie Flynn. Clients include Belize, Dubai, age rate of taxation on each dollar of tax deductions to the extent they exceeded, Intrepid Travel, Jordan, Air Europa and South African income. The effective tax rate is the rate in the aggregate, two percent of adjusted Tourism. of taxation on each dollar of total income gross income. For tax years beginning after In light of the acquisition, the agency will now be known as The Brighter Group, a Finn Partners Compa- (both taxable and nontaxable). In my view, December 31, 2017 and before January 1, ny, and will physically move its operations into FP’s most taxpayers focus on the effective rate. 2026, this deduction is suspended. existing London offices. The standard deduction This means any “business expenses” in- Flynn takes the position of managing partner and We all know that the tax act eliminates curred by an employee of a PR agency will reports to Chantal Bowman-Boyles, who leads Finn the deduction for state and local taxes that not be deductible! This is a good time to Partners Europe, and Gail Moaney, who heads FP’s travel practice. Brighter Group chairman Steve Dunne are more than $10,000 and reduces the learn how an employer can bypass this rule becomes senior partner of strategy and non-executive amount that can be deducted for home by setting up an “accountable plan.” director Fiona Jeffery takes the role of Finn Partners mortgage interest (see below). The new Deferred compensation global tourism advisor. No other staff changes were standard deduction is $24,000 for married Internal Revenue Code Section 83 gov- reported. “The move means we’ll be able to offer support filing a joint return, $18,000 for head-of- erns the amount and timing of income in- in EMEA to our existing client base composed of household filers and $12,000 for all other clusion for property, including employer world-class destinations, global airline and hotel taxpayers. Note, no changes are made to the stock, transferred to an employee regard- brands, and travel services companies,” Finn Partners current law additional standard deduction ing the performance of services. Under the founding Partner Peter Finn told O’Dwyer’s. “The ac- for the elderly and the blind. The deduction code, an employee must generally recog- quisition is also another important step in our overall growth in Europe, as my vision is for Finn to become for personal exemptions is effectively sus- nize income for the tax year in which the one of the world’s top three independent marketing pended by reducing the exemption amount employee’s right to the stock is transferable and communications firms with offices on every major to zero. or is not subject to a substantial risk of for- continent.” Homeowner deductions changed feiture. The amount of income to be recog- Global M&A advisor SI Partners advised Brighter Under the pre-Act law, the mortgage in- nized is the excess of the stock’s fair market Group in the deal. terest and home equity loan deduction was value at the time of substantial vesting over

WWW.ODWYERPR.COM | FEBRUARY 2018 27 WASHINGTON REPORT PPG speaks for ‘Dreamers’

rime Policy Group is working with the American Immigra- tion Council as it seeks a bipartisan legislative alternative Pto President Trump’s decision to kill the Deferred Action for Childhood Arrivals immigration status, which covers nearly 800,000 people, in March. Beth Werlin, Executive Director of the Council, said the White House’s move on DACA ignores “our American identity of being a nation of immigrants” and fails “to embrace the energy, innovation and opportunities that immigrants bring to our country.” PPG, which is part of Burson-Marsteller, also reps the Coun- cil on the “temporary protected status program,” which provides immigration status to people living in countries that experienced armed conflict and environmental disasters. Trump ended TPS for 200,000 people from El Salvador last fend against an attack from North Korea. month. Reuters reported the Japanese deal would include anti-ballistic The Council criticized Trump’s move as a “tragic decision” for missiles from Raytheon and BAE Systems to follow through on people “who have lived here, paid taxes and registered with the President Trump’s commitment to provide defense capabilities to government for nearly 20 years.” allies threatened by North Korea’s provocative behavior. PPG Chairman Charlie Black, former Aide to Ronald Reagan/ Rasky’s Jessica Tocco (BGR alum and one-time Director of the US George Bush I and Republican National Committee Spokesperson, Chamber of Commerce in Vietnam), Bethany Bassett, former Leg- leads his firm’s five-member lobbying team. islative Aide to Sen. Ted Kennedy (D-MA) and Alexandria Wich, Aide to Sen. Mark Kirk (R-IL), are on Rasky’s Raytheon team.  Twinlogic tackles immigration Glover leads Big Mac’s DC. push reform cDonald’s has hired Glover Park Group to lead its govern- mmigration Voice, a national grassroots advocacy group com- ment relations and PA push in Washington. mitted to addressing problems in the U.S.’s green card system M GPG, which is part of WPP, will focus on issues such as Iand changing immigration laws to support legal, high-skilled agriculture, food, nutrition and sustainability. foreign workers, has tapped D.C.-based government relations firm McDonald’s kicked off its beef sustainabil- Twinlogic Strategies in response to a contentious immigration bill ity program in 2014, forming the industry’s currently making its way through Congress. groundbreaking “Global Roundtable for Sus- The San Jose-based non-profit, which was founded in 2005, has tainable Beef” with World Wildlife Fund and hired Twinlogic to advocate on behalf of H.R. 392, the “Fairness for suppliers JBS and Cargill. High-Skilled Immigrants Act of 2017.” That bill would amend the In 2016, the fast-feeder focused on coffee Immigration and Nationality Act to lift the U.S.’s current per-coun- sourcing, committing to buying 100 percent of try cap for employment-based green cards. its coffee from sustainable sources by 2020. Grant Leslie Currently, arbitrarily-defined per-country limits in the employ- GPG’s Grant Leslie (Aide to former Demo- ment-based green card system create a massive backlog for many cratic Leader Tom Daschle and Agriculture immigrants, who arrive in the U.S. on work visas but wait de- Secretary Tom Vilsack) handles the McDon- cades for permanent residence, particularly those originating from ald’s account with Joel Leftwich (ex-Majority Staff Director on the high-population countries such as India or China, nations that now Senate Committee on Agriculture, Nutrition & Forestry and Con- receive the same amount of visas as sparsely populated countries. gressional liaison at Agriculture Dept.).  The bill’s lead sponsor is Rep. Kevin Yoder (R-KS). It was pre- viously introduced last year by Rep. Jason Chaffetz (R-UT), who retired from the House of Representatives in June and assumed a GOP politico votes for APCO contributor role at Fox News. Twinlogic co-Founder Elizabeth Frazee manages the IV account an Meyers, who spent nearly a decade at DCI Group, has with a three-person team.  joined APCO Worldwide as Senior Director and head of ad- Dvocacy in the firm’s PA practice. As VP at DCI, Meyers managed federal/state/local political cam- Rasky Runs Raytheon’s DC Push paigns, overseeing messaging, field operations, finance/compli- ance, digital and paid advertising. asky Partners is working Washington for defense giant Ray- Meyers was Press Advance Rep. for the George W. Bush White theon, a leading contractor for missile defense systems. House, Special Assistant to the Political Director for the Republi- R The Waltham, MA-based company produces the Patriot Air can National Committee during the 2006 mid-term elections and and Missile Defense system, which is used by 14 countries. Ray- personal Aide to former New York City mayor Rudy Giuliani for theon on Jan. 9 picked up a $1.5 billion pact to provide additional his 2008 presidential run. capabilities for the Patriot system. Evan Kraus, APCO president, believes Meyers’ “extensive expe- The State Dept. in January approved the $133 million sale of an- rience as a Republican political operative” will be invaluable to cli- ti-ballistic missiles to Japan as part of that country’s effort to de- ents as they navigate the dynamic DC environment. 

28 FEBRUARY 2018 | WWW.ODWYERPR.COM International PR News

while millions of others have suffered from famine and cholera. Ketchum touts Turkey Coalition members Saudi Arabia and United Arab Emirates are now split over the future of Yemen, according to a report in Alja- etchum is handling media relations in the US and promoting zeera on Jan. 22. The Saudis, who support Yemen’s government, Turkey as a desirable place for business investment, on behalf now “want out,” while the UAE is backing the STC and has become Kof the Turkish Exporters’ Assembly. more involved in the war. The Omnicom unit also will arrange meetings and interviews Aljazeera reports STC’s ultimate goal is to overthrow Yemen’s with academics, authors and business leaders with TEA represen- government.  tatives focusing on Turkey. Relations between the US and Turkey have been fraught with tension following the April beating of protestors in Washington by Global Vision focuses on Taiwan bodyguards of Turkish strongman Recep Tayyip Erdogan, and U.S. aiwan has signed Global Vision Communications to a support for Syrian Kurdish forces that Erdogan considers terrorists. $560,000 contract to provide lobbying, PR and strategic com- The U.S. and Turkey had tightened visa requirements, but both munications services. sides dropped those restrictions at the end of 2017. T GVC’s consulting pact began Dec. 1 and runs through Jan. 30, TEA chairman Mehmet Büyükekşi projects a record year for 2019. It calls for outreach to the major industrialized nations of the Turkish exports in 2018, buoyed by growth in international trade world in the G-7 and G-20 groupings, excluding the US. and favorable policies advocated by Erdogan.  The Washington-based firm will make the rounds of Embassy Row, conducting meetings with officials and producing marketing Grassroots Political Consulting kits and materials to support the Taiwan Civil Government. The People’s Republic of China views Taiwan as a breakaway works Yemen Crisis province and is committed to its re-unification with the Beijing Government. rassroots Political Consulting has a $180,000 one-year pact The Financial Times reported that China is stepping up pressure to represent the Southern Transitional Council of war-torn on corporations that refer to Tibet or Taiwan as independent coun- GYemen. The contract went into effect Jan. 1. tries. After a Shanghai media outlet fingered Qantas for identifying The Washington-based firm is to provide political and strategic Taiwan as an independent destination, the Australian carrier ad- advice to the STC on how to achieve its goal of declaring an inde- justed the “offending” drop-down menu. The FT also reported that pendent state comprised of the southern part of Yemen. Chinese aviation officials warned Delta Air Lines about its listings. A coalition of Arab nations entered Yemen in 2015 to wage war on Neal Hare, former Corporate Communications VP at the U.S. Houthis rebels, who control the north, including the capital, Sana. Chamber of Commerce and content director at USLaw.com, heads The conflict has killed and wounded more than 60,000 people, GVC.  FARA News  NEW FOREIGN AGENTS REGISTRATIONS ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

Crossroads Strategies LLC, Washington, D.C., registered Jan. 18, 2018 for Government of Victoria, Australia, Melbourne, Australia, to develop a communications strategy targeted at US companies illustrating the opportunities available and the appeal of investing in Victoria.

Meliora Strategy, Washington, D.C., registered Jan. 22, 2018 for Genfit, Loos, France, to provide guidance on US-tailored NASH (nonalcoholic ste- atohepatitis) education program and engage and educate stakeholders on the disease.

Ogilvy Public Relations, New York, NY, registered Jan. 22, 2018 for Government of India, New Delhi, India, to provide support for the Government of India’s Ministry of Food Processing Industries, including media relations, materials development and on-site support for media interviews. 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.

North South Government Strategies, Washington, D.C., registered Jan. 24, 2018 for Motion The Digital Chamber of Commerce, Washington, D.C., regarding issues related to the regulation of blockchain-based technologies.

Mehlman Castagnetti Rosen & Thomas, Inc., Washington, D.C., registered Jan. 24, 2018 for Lyft, Inc., San Francisco, CA, regarding shared econo- my issues including tax, labor, consumer safety, privacy, and technology.

Turnberry Solutions LLC, registered Jan. 23, 2018 for T-Mobile USA, Inc., Washington, D.C., regarding guidance and counsel on telecommunications issues.

Twenty-First Century Group, Inc., Washington, D.C., registered Jan. 24, 2018 for NeuroRx, Wilmington, DE, regarding research and treatment related to suicide prevention for veterans and patients with bipolar depression.

Morrissey Strategic Partners, LLC, Annapolis, MD, registered Jan. 22, 2018 for Printing Industries of America, Washington, D.C., regarding matters pertaining to association health plan legislation.

WWW.ODWYERPR.COM | FEBRUARY 2018 29