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Pg. 12 Pg. 35 Understanding the USDA’s Rankings of top food & new dietary guidelines. beverage PR firms.

Communications & new media March 2011 I Vol. 25 No. 3

WHAT’S STILL SAFE TO EAT? THE POLITICS BEHIND AMERICAʼS FOOD LABELING SYSTEM. Pg. 18

GLUTEN-FREE: SUSTAINABLE MARKET OR DIET FAD? Pg. 9 FOOD INDUSTRY REACTS TO Pg. 10 “LETʼS MOVE” CAMPAIGN. March 2011 | www.odwyerpr.com

HOLD THE SALT: THE USDAʼS OʼDWYERʼS GUIDE TO FOOD & WAR ON SODIUM. Pg. 14 Pg. 20 BEVERAGE PR FIRMS Marchmagazine:Layout 1 2/25/11 4:52 PM Page 2 Marchmagazine:Layout 1 2/25/11 4:52 PM Page 3 Marchmagazine:Layout 1 2/25/11 4:52 PM Page 4

Vol. 25, No. 3 March 2011

EDITORIAL NEW ENGAGEMENT TACTICS Food safety becomes top U.S. concern. FOR FOOD COMMUNICATIONS When it comes to attracting con- 6 16sumers to your client’s restaurant, a one-way PR REVENUES, PROFITS ROSE communications approach is no longer enough. IN 2010 PR agency holding companies and SOME THINGS NEVER CHANGE service providers witnessed a noticeable8 IN PR economic rebound in the second half of A list of 20 common office phenomena 2010. 17that are likely to occur time and time again in 10 the PR industry. GLUTEN-FREE BECOMES NEWEST FOOD CRAZE THE POLITICS BEHIND FOOD While many follow a gluten-free LABELING IN THE U.S. diet for allergenic or medical reasons,9 the Confusion abounds for many “gluten-free“ lifestyle has recently become 18Americans regarding how are foods are labeled. a fad among diet-prone consumers. The politics behind the U.S. food labeling machine shows it’s just the tip of the iceberg. FIRST LADY’S CAMPAIGN “MOVES” FOOD INDUSTRY PROFILES OF FOOD & Now a year-old, Michelle Obama’s 10 BEVERAGE PR FIRMS “Let’s Move” campaign has been a catalyst 18 in changing the nature of food marketing. 20 Cover and insert photos by Michael O’Shea. RANKINGS OF FOOD & BEVERAGE PR FIRMS www.odwyerpr.com ANALYSIS, REACTIONS TO Daily, up-to-the-minute PR news NEW DIETARY GUIDELINES 35 Nutritionists and the food industry WASHINGTON REPORT react to the USDA’s new updates to12 dietary guidelines for Americans, the first in five 40 years. COLUMNS TACO BELL RESPONDS TO LAWSUIT PROFESSIONAL DEVELOPMENT After being sued for allegations of 36 Fraser Seitel deceiving the public on the content13 FINANCIAL MANAGEMENT of their beef, Taco Bell responds with an 37 Richard Goldstein unexpected “thanks for suing us” campaign. GUEST COLUMN NEW GUIDELINES REQUIRE 38 Kevin Foley “SALTY” PR MESSAGES PEOPLE IN PR New USDA guidelines have put 39 sodium in the public crosshairs, requiring14 companies and brands to take proactive PR BUYER’S GUIDE steps to reduce salt content. 42 EDITORIAL CALENDAR 2011 2.0 REPUTATION January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism MANAGEMENT February: Environmental & P.A. August: Financial/I.R. In an era of forced transparency, 15 March: Food & Beverage September: Beauty & Fashion the need to help clients protect and main- April: Broadcast & Social Media October: Healthcare & Medical tain their reputations is more important than ever. May: PR Firm Rankings November: High-Tech June: Global & Multicultural December: Entertainment & Sports

ADVERTISERS Fleishman-Hillard...... BACK COVER M Booth and Associates...... 5 Ruder Finn...... 25 FoodMinds...... 13 NAPS...... INSIDE COVER Tufts University...... 11 JSH&A...... 19 Omega...... 31 TV Access...... 38 KEF...... 3 Pollock Communications...... 17 Log-On...... 29 Publicis Consultants USA...... 7

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. Marchmagazine:Layout 1 2/25/11 4:52 PM Page 5 Marchmagazine:Layout 1 2/25/11 4:52 PM Page 6

EDITORIAL Food safety becomes top concern for Americans

ood for thought: In February, the GOP House approved its historic budget resolution, a whopping $61 billion federal savings package that slashes spending in virtually every EDITOR-IN-CHIEF Fdomestic program, from Planned Parenthood to the Corporation for Public Jack O’Dwyer Broadcasting to the Environmental Protection Agency. [email protected] Politics aside, it was the cuts to health and nutrition programs that seemed particularly cal- lous, like cutting $760 million from the Special Supplemental Nutrition Program for ASSOCIATE PUBLISHER Women, Infants and Children (WIC), a program that supplies nutritional aid to the children Kevin McCauley of low-income parents. Get a heart, folks. [email protected] Now on to the good news. Several important food-safety and food-labeling regulatory EDITOR overhauls from 2010 are finally becoming law. First, under President Obama’s healthcare Jon Gingerich law passed last year, Section 4205 requires major retail restaurants to clearly post calorie [email protected] content information on their menus. The rules officially go into effect in March. This, cou- pled with the news of the “Nutrition Keys” labeling system that U.S. food and beverage SENIOR EDITOR manufacturers hope will better illustrate front-of-package nutrition information (see full Greg Hazley story on pg. 18), means 2011 will be a big year for food labeling. [email protected] Arguably a bigger news item: Last December, during one of its last days in session, the 110th Congress managed to finally do something right when it passed a new food-safety bill, CONTRIBUTING EDITORS the Food Safety Modernization Act. Signed into law by President Obama in January, the John O’Dwyer new law grants the FDA unprecedented authority in ensuring that our food remains safe. Fraser Seitel Notably, for the first time the FDA now has the authority to mandate product recalls — Richard Goldstein instead of simply reacting to them after an outbreak occurs. This important distinction increases the responsibilities of food safety for our federal regulators, who can now work to prevent food contamination instead of simply responding to it. ADVERTISING SALES John O’Dwyer The new bill also gives the FDA the power to enforce preventive controls within food Advertising Sales Manager facilities. Food plants and manufacturers must institute preventive controls, list potential [email protected] safety hazards and enact steps to prevent them from happening. The bill also requires the FDA to increase inspections of both domestic and imported foreign foods, forcing all to Jack Fogarty meet new, frequent accountability requirements. National Advertising Representative In total, the FDA will be responsible for more than 50 new regulations, guidance proce- [email protected] dures and periodic Congressional report duties. As such, it’s an oversight rehaul that won’t come cheap. Total cost of implementing the new rules are expected to run $1.4 billion over the next five years. It still isn’t clear how the agency will pay for such a massive overhaul. O’Dwyer’s is published monthly for $60.00 Members of agricultural appropriations committees — the very bodies that fund the FDA a year ($7.00 for a single issue) by the —have already begun aping their colleagues in the Republican House, threatening no new J.R. O’Dwyer Co., Inc., resources for the agency. 271 Madison Ave., New York, NY 10016. Food safety has become a top concern for Americans. According to an annual food sur- (212) 679-2471 vey commissioned by Hunter Public Relations, each of the top three food stories voted by Fax (212) 683-2750. Americans as the biggest food stories of 2010 involved food safety. The BP Oil spill’s impact on the regional seafood industry took the number-one slot. According to the Hunter survey, it was also the first time in the survey’s eight-year history © Copyright 2011 that an environmental story was also top food story. J.R. O’Dwyer Co., Inc. Coming in at a close second was the August 2010 national outbreak of salmonella in eggs distributed by Iowa egg producer Wright County Egg. The salmonella outbreak spread to OTHER PUBLICATIONS & nearly 380 million chicken eggs and sickened hundreds, leading to a national recall. SERVICES: The third biggest food story was the massive June recall of 35,000 pounds of beef as a www.odwyerpr.com breaking news, result of potential E. coli contamination at Southern California meat distributor South Gate commentary, useful databases and more. Meat Company. The U.S. Department of Agriculture — who initially discovered the contamination through microbiological sampling — later said that that no illnesses or deaths Jack O’Dwyer’s Newsletter An eight- were reported as a result of the beef. page weekly with general PR news, media appointments and placement opportunities. While beef recalls used to be a rare occurrence, it’s now routine to see millions of pounds of recalled meat on a yearly basis. Between November and December of last year alone, O’Dwyer’s Directory of PR Firms has alfalfa sprouts were linked to more than 90 cases of salmonella. About 350 separate out- listings of more than 1,850 PR firms through- breaks of food borne illness now occur every year in the U.S. According to a January report out the U.S. and abroad. published in Emerging Infectious Diseases, this is responsible for an estimated 9.4 million episodes of food borne illness in the U.S. each year; about 3,000 Americans die from this O’Dwyer’s PR Buyer’s Guide lists 1,000+ annually. products and services for the PR industry in 54 Safety is the top food issue of the decade. It’s also a global issue: if there’s a food scare in categories. China it impacts pet food in the U.S.; Mad Cow outbreaks in the U.K. recently stymied marketing efforts by the American Beef Council. Like it or not, increased safety under the “big jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts government” umbrella of federal regulations is often the only way to protect us. — Jon Gingerich resume postings.

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SPECIAL REPORT

PR revenues, profits rose in 2010 $113.1 million. Vocus also said it spent $12.2 million last year buying back By Greg Hazley and Kevin McCauley tive (10%). stock. CEO John Wren spent $184 million Cision revenue slips, sees Q4 increase for acquisitions in ’10. Fourth-quarter PR software provider Cision said s PR agency holding companies pick-ups included Ketchum’s purchase fourth quarter 2010 revenue fell 17.5% and services providers reported of a controlling interest in Greater China from 2009 to 268 million Swedish kroner Atheir final 2010 figures in and acquisition of Maslov PR in Russia, (or about $41.4 million) on costs from the February, a tangible economic rebound in The Modellers (Salt Lake City-based sell-off of its Monitor operations, as well the second half of 2010 was evident, analytics and design operation), Nancy as negative currency exchanges and especially for the fourth quarter, as the Bailey & Assocs. (Atlanta-based licens- organic growth. doldrums of the economic downturn ing firm), Art Meets Commerce (New Organic growth improved in the fourth began to give way to reports of increased York City new media agency with a the- quarter but remained negative at -1%, client spending. atre specialty), Excerpta Medica (med- narrowing from -16% for the fourth quar- Omnicom (OMC) on February 15 ical communications), Core (branding), ter of ’09, but down 5% for the full year reported a 7.4% rise in fourth-quarter and DDB’s buyout of a controlling inter- ’10. The company said U.S. operations profit to $246.5 million on a 9.8% jump est in Colombia. showed positive organic growth of 2% in revenues to $3.6 billion. That com- Omnicom ended the year with 65,500 for the fourth quarter. pares with February 2010, when the staffers, up from 63,000 on December CEO Hans Gieskes said the company company posted a 15.3% decline in 31, 2009. Its stock hit a 52-week high of is optimistic due to improved market profit over the year earlier. $50 on Feb. 15. On February 14, OMC conditions as well as “continued Full-year profit for 2010 rose 4.4% to added a nickel to its 20-cent quarterly strengthening of the competitiveness of dividend. our company.” $827.7 million on a seven-percent jump Profit soars at Publicis in revenues to $12.5 billion. The company, which has significantly OMC’s Fleishman-Hillard, Ketchum, Publicis on February 10 reported a revamped its operations since 2006, sees Brodeur Partners, Kreab Gavin 23% rise in fourth quarter revenue to growth in its continued rollout of the Anderson and Porter Novelli-led PR 1.56 billion Euro. For the full year CisionPoint software platform in Europe, group showed a 7.9% revenue rise in the 2010, profit soared 30.5% to 526 mil- while up-selling its U.S. customers and quarter to $299 million. It was up 6.5% lion Euro. launching new features. to $1.1 billion for the full-year, com- Maurice Levy, CEO of the Paris- For the full year, revenue declined 30% pared with a 14.8% drop in 2009. based ad/PR conglomerate and owner from 2009 to 1.1 billion SEK as Cision Food & beverage accounted for 16% of PR agency MSLGroup, said growth continued to streamline its business and of Omnicom revenues last year. That showed a “marked acceleration” in the fend off the economic downturn. Profit category was followed by pharmaceuti- fourth quarter, compared with the year’s swung positive for 2010 to 56 million cal/healthcare (13%), technology (11%), overall mark of 8.3%. SEK from a 368 million SEK loss in consumer products (11%) and automo- Levy said the results have “put an end 2009, when the company took large PR News Briefs to the impact of the global financial cri- charges for restructuring. sis,” adding that the company has Cision implemented its restructuring LOBBYING FALLS FLAT IN ‘10 “emerged from this difficult context effort in 2006 and said that the process considerably stronger.” was largely concluded at the end of 2010. Washington lobbying outlays were flat last year as the Great Recession took a toll on K Street, In North America, Levy noted a It will no longer report restructuring according to a report released in February by the “remarkable turnaround” as revenue charges but said it could occasionally Center for Responsive Politics. ticked up more than 24% to 2.6 million report one-off costs. The Center tracked $3.47 billion in lobbying in Euro for the full year, bolstered by dig- Cision finished the year with 1,298 2010, comparable to the record $3.49 billion spent ital. In Q4, North America was up in the previous year. It expects last year’s numbers staffers, down from 1,629 in 2009 due to edge up a bit after late filers are documented. 25.2% to 683 million Euro. mainly to the divestiture of its German Sheila Krumholz, Executive Director of the European ’10 revenue, which was unit and its 235 employees. Center, says though “special interests have finally battered in 2009, increased 11.5% from In North America, 2010 revenue slid hit the brakes in Washington’s high-stakes big-dol- 2009 to 1.8 million euro. 5.2% to 767 SEK (or about $118 million) lar influence game, it’s no surprise that they are as Vocus revenue up 14% deeply entrenched as ever.” as profit was hit by currency swings. The The Center notes that lobbying hit a feverish PR software provider Vocus on company outsourced its broadcast moni- pitch in 2009 as the bulk of the work was done on February 8 reported an 18% increase in toring to Critical Mention in the second key categories such as climate change, economic fourth quarter 2010 revenue over 2009, half of 2010 to reduce costs. stimulus, student loans, financial regulations and as new subscriptions doubled to 822 healthcare reform. As of press time, Interpublic, WPP and The top lobbying spenders last year were U.S. during the period and sales of its social FTI Consulting had not yet reported Chamber of Commerce ($132.1 million, -8.6%), media software accelerated. fourth quarter and full-year earnings for PG&E Corp. ($45.5 million, +623.9%), General Net loss narrowed to $397,000 for the 2010, but IPG showed a strong turn- Electric ($39.3 million, +43.8%) FedEx ($25.6 mil- quarter, compared with $821,000 in ’09, around in Q3 of 2010 as profit soared lion, +53.3%) American Medical Assn. ($22.6 million, +8.9%), AARP ($22.1 million, +5.0%), PhRMA although its net loss widened to $3.7 88% over a year earlier. WPP also posted ($21.7 million, -16.9%), Blue Cross/Blue Shield million for the full year. a strong Q3 as revenue jumped 12.2% as ($21.0 million, -11.2%) and ConocoPhillips ($19.6 Revenue ticked up 14% to $96.8 mil- CEO Martin Sorrell in October cited a million, +8.6%). lion for 2010. The company forecasts turnaround in the U.S. and U.K. for the 2011 revenue from $112.1 million to improvement.

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Gluten-free diet sparks newest food marketing craze For those suffering from serious allergenic or medical conditions, a gluten-free diet may be the only path to gastronomic relief. For others, potential weight loss benefits has led some to adopt the gluten-free lifestyle, sparking a national diet fad that has food brands lining up to cash in. By Jon Gingerich Grace Leong, Partner at New York based ing a gluten-free diet may be an effective ood marketers and manufacturers are PR firm Hunter Public Relations. “It’s a way to “feel better,” even if they don’t have finding a golden calf in products pro- great marketing button for grocery stores to a medical condition like Celiac, or Fmoting a gluten-free diet, or foods set up new aisles and new displays. Dermatitis Herpetiformis, where gluten devoid of gluten proteins, which are found Retailers are realizing that more and more allergies cause blisters to occur on the skin. in wheats, barleys, ryes and derivatives of people are seeking out those products — “Gluten is a very highly allogeneic food these grains. and it’s good for retailers because it adds and because of this I think a lot of people Gluten-free foods and beverages are more excitement in the grocery store.” might benefit from a gluten-free diet,” expected to become a $2.3 billion industry As popularity of the diet increases, pro- Cohen said. “I do believe (Celiac disease) is this year, and account for a $2.6 billion mar- duction and innovation yields better grossly undiagnosed. That is changing as ket in 2012, according to a recent report gluten-free products. Brick-like loaves of more doctors are becoming aware of it and titled “Gluten-free Foods and Beverages in rice bread that had to be stored in the freez- the old, classic symptoms no longer hold the U.S.,” released by consumer food mar- er are being replaced with noticeably more true.” ket research group Packaged Facts. edible substitutions. Sacrifice among In the consumer world, new findings sug- The Packaged Facts report, which polled gluten-free consumers grows less palpable; gest many of the gluten-free diet’s most nearly 1,900 adults in a national online poll taste improves. ardent disciples may not suffer from Celiac, during the fall of 2010, found nearly 300 — In December, gluten-free snack Jungle or any gluten or wheat sensitivity. Indeed, or about 16% — now consider themselves Grub Snack Bars won ShapeYou.com’s the Packaged Foods survey found that only regular consumers of gluten-free foods. The annual Gear Awards for great taste and between eight and 12% of gluten-free con- study concluded that gluten-free products nutrition, in a competition that pitted the sumers polled said they bought gluten-free amassed an attractive compound annual gluten-free snack against hundreds of other foods because they or a member of their growth rate of 30% between 2006 and gluten-heavy items. household suffered from a medical intoler- 2010. Many disciples of the gluten-free ance toward gluten. Instead, 46% of those America loves to diet, almost as much as lifestyle claim a diet devoid of wheat can polled who adopted a gluten-free diet said we love to eat. Atkins, South Beach, fat- result in weight loss. Gluten thus, is shap- they did so because they believed these free, sugar-free. Gluten-free appears poised ing up to become 2011’s high-fructose corn foods to be generally “healthier.” About to take the title of the next big food fad. syrup. But therein lies a potential for con- 30% of gluten-free consumers said they did Blogs like glutenfreegirl.com and elanas- fusion. For most Americans, wheat gluten so to lose weight, and 22% said they pantry.com have helped propel the gluten- is hardly a “bad” thing. Unlike most food believed gluten-free foods were of “gener- free lifestyle from critical mass to house- fads, reasons for adopting a gluten-free diet ally higher quality” than other foods. hold topic, amassing a dedicated readership are grounded in actual medical legitimacy In total, only about 13% of those polled and advertising roster in the process, and for many. said they bought gluten-free foods to treat a even leading its authors to sign national Specifically, many followers of a gluten- medical condition associated with the diet. book deals. free diet suffer from Celiac disease, an “Once regarded as a niche product that Gluten-free eateries in notorious foodie autoimmune disorder of the small intestine was only of interest to people who couldn’t towns like New York City have exploded in where enzymes essentially treat gluten as a tolerate wheat, gluten-free foods and bever- the last two years; upscale Italian eateries in foreign invasion, resulting in an inflamma- ages have quickly transformed into a main- Hell’s Kitchen and the East Village now tory reaction. This inflammation interferes stream sensation, embraced by consumers offer menu substitutions of pasta made with with the intestine’s ability to properly both out of necessity and as a personal rice or quinoa. It’s a tactic that has spread to absorb nutrients, and can result in symp- choice toward achieving a healthier way to many popular chain restaurants: Olive toms ranging from fatigue and malaise to live,” Packaged Foods said in a statement. Garden has introduced a new line of gluten- rapid weight loss, abdominal pain and Gluten-free’s sudden popularity then, free items, and others — PF Chang’s, chronic diarrhea. Others show no symp- may be its own self-fulfilling prophecy. Outback Steakhouse, Chili’s — are now toms whatsoever. It is estimated that Celiac Some consumers may be disappointed if specifying on their menus which items are disease currently affects about one in every and when a gluten-free diet doesn’t yield devoid of gluten. Fast food chain Subway is 130 Americans. As such, it may be the the weight loss associated with yesteryear’s now in the process of testing a gluten-free most undiagnosed disease in the United Atkins or South Beach. The Packaged Facts bread option for their line of sandwiches. States. Adopting a gluten-free diet is cur- report projects gluten-free foods will con- Food manufacturers are following suite. rently the only known effective treatment tinue to grow over the next five years, pos- Betty Crocker recently unveiled a line of for those suffering from Celiac disease. sibly hitting its peak of approximately $5.5 gluten-free baking mixes now available on According to Dr. Dana Cohen, M.D., billion by 2015. grocery shelves nationwide. Supermarkets who treats Celiac patients at her integrative “I don’t think it is a weight loss miracle, are now erecting displays — sometimes medicine practice in New York, it’s also but I do think inherently a gluten-free diet entire sections — devoted to gluten-free common for many who do not suffer from incorporates less carbs and that may con- foods. Celiac to still possess varying forms of tribute to weight loss,” said Cohen. “I do “Food allergies are a big business,” said gluten sensitivity. For these people, adopt- know it can’t hurt.”

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REPORT First Lady’s campaign ‘moves’ food industry

A year-long campaign by First Lady Michelle Obama has been a key catalyst in the changing nature of food and marketing. content like calories per serving, sodium and sugar on the front of a package, By Greg Hazley rather than the side or rear, as has been the norm. The labels will be phased in this year according to “seasonality and fter years of studies and media formation swirling around out there production schedules,” according to the coverage of the widening waist- about nutrition, it’s going to take a GMA, which is backing the change Alines of American children and movement the size of Michelle with a $50 million consumer education adults, the last 12 months have seen Obama’s campaign to break through the campaign that includes advertising, PR significant strides in both awareness clutter,” said Emily Valentine of and in-store marketing. and action on the parts of food mar- CRT/tanaka. A giant gets onboard keters, government and consumers. Influence in packaging changes Perhaps the biggest PR splash in the The First Lady kicked off “Let’s A key development showing the rip- campaign came a few weeks earlier Move” in February 2010 with a media ple effect of Obama’s effort came in than the label initiative, when Obama flourish, outlining an ambitious cam- late January when food marketers and participated in a press conference with paign to eliminate child- the country’s largest hood obesity within a retailer, WalMart, as the generation. While former Bentonville Behemoth President Bill Clinton made a pledge to sell had taken up the cause healthier food to its earlier, the effort was one massive consumer base. of many under the Leslie Dach, the for- umbrella of his Clinton mer Edelman vice chair Global Initiative. The who is executive VP of PR-savvy Obama made a corporate affairs for key calculation to sepa- WalMart, kicked off a rate the push from gov- large Washington, D.C., ernment as much as pos- press conference sible, whether because of announcing the push on a conservative-led public Jan. 20, opening his backlash against all remarks with a nod to things bureaucratic at the the First Lady. time or because she gen- “Almost two years ago uinely intended to create Within the past year, Michelle Obama’s “Let’s Move” campaign has brought a garden was planted in a grassroots effort that childhood obesity to public attention and has encouraged producers of this city on a lawn on would simultaneously packaged foods to create healthier alternatives. Pennsylvania Avenue,” bring a skeptical food he said in a reference to industry, and business in Obama’s White House general, into the fold. grocers announced a voluntary plan to vegetable garden. “In that garden were “There’s no expert on this planet who display nutrition information more the seeds of a movement, an initiative says that the government telling people prominently on packaging. While the that would grow and focus this nation as what to do actually does any good with industry is likely trying to get out ahead never before on improving the health this issue,” Obama candidly told Robin of Food and Drug Administration- and nutrition of all Americans.” Roberts of “Good Morning America” in imposed labeling guidelines that could The executives that followed Dach rolling out “Let’s Move” on Feb. 9, be released this year, top executives also paid tribute to Obama and outlined 2010. “This is going to require an effort cited Obama’s influence in bringing an ambitious plan to provide better on everyone’s part.” forth the changes. food and an affordable cost. It was a While President Barack Obama did “We would not be here today if she rare endorsement by the First Lady of a his part to support the push in creating had not defined the common objec- corporate initiative, a fact that gave the a federal public-private task force and tive,” said Pamela Bailey, who heads campaign significant leverage, as well signing a reauthorized child nutrition the powerful D.C. trade group, the as media attention. It also gained sig- bill later that year, the next 12 months Grocery Manufacturers Association, in nificant attention because of WalMart’s would see the First Lady’s PR machine announcing the new label initiative on polarizing place in national economic influence a groundswell of change in Jan. 23. “Mrs. Obama challenged our debate just a few years earlier, when how food is marketed, purchased and industry to move farther and faster pro- Barack Obama was a candidate criticiz- viewed by the public and industry. viding consumers with healthier prod- ing its policies. “Creating awareness is the first step uct choices and more information.” Janet Helm, Chief Food and The industry calls its reformed label- to affecting any significant change, and Continued on next page with all the mixed messages and misin- ing “Nutrition Keys,” which displays

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implementing nutritional standards for all food in schools, including what is served in vending machines. Grace Leong, Partner at New York- based PR firm Hunter PR, said Michelle Obama’s focus on school lunches and the revamped legislation will have ripple effects on fresh food producers and farms. “The new regula- The “Let’s Move” campaign inspired food and beverage manufacturers and retailers to tions won’t impact the major food mak- develop an industry standard nutritional labeling system to help consumers make ers so much as it will the dairy produc- informed decisions. The result was the Nutrition Keys initiative, a front-of-package labeling system that provides nutrition information. The Nutrition Keys labeling sys- ers and livestock farms, because it’s all tem uses a series of icons to summarizes important information, including calories, about safety meant to clamp down on saturated fat, sodium and sugars. rogue farms who aren’t doing it right,” she said. “You’re going to see produce boards and meat boards asking ‘how Nutrition Strategist, North America, for all about making money. But still, are we gong to deal with this?’” Weber Shandwick, said the effect of these changes can make a huge differ- Obama marked the one-year anniver- WalMart’s initiative would be felt ence.” sary of “Let’s Move” on Feb. 8 at a beyond the 140 million weekly cus- Child nutrition reauthorized Georgia church, acknowledging the tomers of the retailer. “The real signifi- A key focus of the First Lady’s push effects and changes the campaign has cance is the trickle down factor,” she on the governmental level was the reau- had on various levels of society and said. “Walmart is the largest customer thorization of the Child Nutrition Act, vowing to continue spreading its influ- of practically every food company in the law originally signed by President ence. “Over this past year, we’ve seen the country. The pressure is on to refor- Lyndon Johnson that governs the the first signs of a fundamental shift in mulate or innovate — or you’re shut national school lunch program feeding how we live and eat,” she said. “ We’ve out of getting on the shelf at WalMart.” 30 million students. seen changes at every level of our soci- Acknowledging skeptics of the com- The measure, which must be reautho- ety — from classrooms, to boardrooms, pany, Helm added: “Whatever you rized every five years, received biparti- to the halls of Congress … And if we think about the country’s largest retail- san support as guidelines for including can do all this in the first year … just er, this was a big deal. Sure, we can more fruits and vegetables in school imagine what we’ll achieve next year, argue that this was a PR stunt, and it’s lunches were included, as well as and the year after that.”

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REPORT Analysis, reactions to USDA’s new dietary guidelines For the first time in five years, the U.S. Department of Agriculture, working in concert with the Department of Health and Human Services, updated its Dietary Guidelines for Americans. The new guidelines state that obesity is a big problem in America, and discuss what needs to be done to improve our food environment. By Marion Nestle

spoon of butter and a 12-ounce soft drink. Simplistic, Unrealistic.” I rest my case. ’ve now had time to look at the full No wonder the guidelines don’t want to be My two personal quibbles: report of the 2010 Dietary Guidelines specific about foods when they mean “eat First, the USDA still talks about foods Ifor Americans, and it’s well worth read- less.” (fruits, vegetables, seafood, beans, nuts) ing. Sodium. The recommendation to reduce when they say “eat more.” But they The take-home messages are this: bal- sodium intake to 2,300 or 1,500 mg per switch to nutrient euphemisms (sodium, ance calories (enjoy your food but eat less, day is addressed to the wrong people. solid fats and added sugars) when they avoid oversized portions); increase your Individuals cannot do this on their own mean “eat less.” intake of certain foods (make half your since most salt is already added in restau- They say, for example: “limit the con- plate fruits and vegetables, switch to fat- rant and processed foods. The report recog- sumption of foods that contain refined free or low-fat milk.); reduce intake of oth- nizes the following: grains, especially refined grain foods that ers (compare sodium in foods like soup, • Consume more fresh foods and fewer contain solid fats, added sugars, and sodi- bread, and frozen meals — and choose the processed foods that are high in sodium. um.” foods with lower numbers); and drink • Eat more home-prepared foods, where This requires translation: eat less meat, water instead of sugary drinks. you have more control. cake, cookies, sodas, juice drinks, and salty I’m in shock. I never would have • When eating in restaurants, ask that salt snacks. That’s politics for you. believed they could pull this off. The new not be added. Let’s give them credit for “drink water guidelines recognize that obesity is the Vegetarian and vegan diets. The report instead of sugary drinks.” That comes number-one public health nutrition prob- includes diet plans for lacto-ovo vegetari- close. lem in America, and they actually give ans and vegans. Applause, please. When I Second, this is all about personal respon- good advice about what to do about it: eat was on the Dietary Guidelines Advisory sibility. What about the “toxic” food envi- less and eat better. For the first time, the Committee in 1995, we tried to say some- ronment? Shouldn’t these guidelines be guidelines make it clear that eating less is a thing useful about vegetarian diets but directed at the food and restaurant indus- priority. Let me share a few thoughts about were forced to add something about their tries? selected issues. nutritional hazards, minimal as they are. Overall, the new guidelines aren’t per- Solid fats and added sugars Not having to do this is a big improvement. fect, but they are a great improvement. (S.O.F.A.S.). The report translates its But you too only get 258 calories for Guidelines: why we need them advice to “cut back on foods and drinks S.O.F.A.S. A recent Los Angeles Times article about with added sugars,” a nutritional euphe- The report makes it clear that the food fast food marketing clearly illustrates why mism for: Drink few or no regular sodas, environment strongly influences the food Dietary Guidelines matter so much. sports drinks, energy drinks, and fruit choices of individuals, and it urges efforts Why would fast food chains still want to drinks. Eat less cake, cookies, ice cream, to improve access to healthy foods, offer hot dogs, hamburgers, and burritos other desserts, and candy. If you do have empower people with improved nutrition ranging from 800 to 1,600 calories each? these foods and drinks, have a small por- literacy, gardening and cooking skills, Beth Mansfield, Spokeswoman for CKE tion. develop policies to prevent and reduce Restaurants Inc., which owns the Carl’s Jr. But it translates “Cut back on solid fats” obesity and, for kids, fix school meals, and Hardee’s chains, offered this candid in yet another euphemism: “Select lean encourage physical activity, and reduce answer: meats and poultry, and fat-free or low-fat screen time. In short, there is plenty to “The bottom line is we’re in the business milk and milk products.” This, no doubt, is work with here. You just have to look hard of making money, and we make money off to avoid the politically impossible “eat less and dig deep to find it. of what we sell,” she said. “If we wanted to meat.” Food industry reacts listen to the food police and sell nuts and Added sugars. The report lists syn- Just for fun, I’ve been tracking some of berries and tofu burgers, we wouldn’t make onyms for added sugars that you might the industry reactions. The soy people love any money and we’d be out of business.” find on a food label. The 2005 Dietary it. The report mentions soy along with nuts You want to help people stay healthy? Guidelines included “fruit juice concen- and seeds in the USDA’s meal patterns, and That makes you food police. If you care trates” on that list. The 2010 guidelines do soy has its own category in the vegetarian about public health, you can expect to be not. The Table lists “nectars” but not fruit and vegan diets. called names. But that shouldn’t stop you juice concentrates. Why? It doesn’t say. The meat people don’t love it so much. from trying to create a healthier food sys- Food group patterns. The report They’re worried that seafood is pushed tem. describes healthy patterns for diets ranging more than meat, but the American Meat Marion Nestle is a professor of nutrition, from 1,000 to 3,200 calories a day. For a Institute is giving it a nice spin, pointing food studies and public health at New York diet containing 2,000 calories, you are only out that the overall meat recommendation University. She runs the food blog allowed 258 calories a day from S.O.F.A.S. has not changed since 2005. www.foodpolitics.com and is the author of That’s all? One 20-ounce soft drink con- And the Salt Institute? Their statement: books “Food Politics” and “What to Eat,” tains more than that and so does one table- “Dietary Guidelines on Salt Drastic, among other titles.

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Where’s the beef? Taco Bell responds to lawsuit By Lee Dawson what they claim it actually contains. that crisis? (According to Taco Bell, 88% beef and Do you other seasonings.) The company also have a e’ve all heard or maybe made wisely took to YouTube and Facebook to company a few jokes about the assorted present their side of the story. spokesper- Wfast food we eat from time to The social and legal debates regarding son you’d time (do any of us really know what’s in what’s in those tacos will continue for a feel com- what we eat?). Recently an Alabama law while, but there are several important les- f o r t a b l e firm filed a lawsuit against Taco Bell on sons any organization can learn from this putting in behalf of a customer claiming that only incident. First, we all must never forget front of the 35% of what Taco Bell claimed was beef that in today’s digital age, it takes only a m e d i a ? was technically beef. The rest, according few minutes for a “news” story to spread You don’t to the suit, was made up of filler and other around the world. It doesn’t have to be need the assorted additives. Despite ever-present true; it’s out “there” and will take on a life resources fast food urban legends, no one in my of its own very quickly. of a corpo- Taco Bell’s response to a recent lawsuit was as rapid as it was recent memory has ever come out so That’s why Taco Bell’s “Thanks for rate giant unexpected. strongly and publicly with such a claim. suing us” ad campaign was a brilliant like Taco The news of course rapidly spread around counter move: the news of those ads went Bell to get your word out. the world with many claiming a “gotcha” around the world just as quickly as news While Taco Bell likely didn’t anticipate moment for Taco Bell. At last! The truth of the initial lawsuit. It’s very hard to the exact type of lawsuit they are facing, has been revealed! Just how was Taco Bell counter a sensational story, but Taco Bell they clearly had a crisis plan and messag- going to respond? did just that and got people talking in the ing in place and it showed. They weren’t Many were expecting a dry company process. still trying to figure out YouTube, statement filled with a lot of legal terms Today’s electronic world has leveled the Facebook, or Twitter. They weren’t unsure and scientific mumbo jumbo about what playing field for better and worse and who would appear before the cameras or could legally be considered “beef” nowa- every company today has a web page and what they might say. So when the question days. Surprisingly, Taco Bell came out fast some sort of social media component. If was asked, “Where’s the beef?” They and strong with a totally unexpected your company faced a similar crisis, how came back quick and strong and said: response.3085_FoodMinds_Ad_ODwyers_v1_actual_size.qxd:FoodMinds_half_page The company took out national quickly could you respond? Is your 2/9/10 mes- “right12:22 here PM in Page our tacos.”3 ads thanking the law firm for suing them saging strong and known to all employ- Lee Dawson is Director of LT Public and went into detail about their meat and ees? Who in your company would manage Relations in Portland, OR.

Tell a better story.

www.foodminds.com

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FEATURE New dietary rules require PR messages worth their salt A survey of registered dietitians offers insight regarding how appear open to industry-led initiatives for food makers can escape a sodium PR minefield. reducing sodium in food. This point was reinforced in our sur- By Louise Pollock vey’s questions on brand recognition, in which respondents were asked which national and regional news stories about companies are doing a good job helping f you have a client in the food industry, salt, far exceeding the level of media consumers meet sodium guidelines. The you may be feeling the “pinch” when it attention on many other dietary risks, most frequently cited brand was Icomes to salt. including sugar-sweetened beverages. Campbell’s, with 21% mentioning the Health experts have been raising alarms Faced with this assault on salt, compa- soup maker. More than 10% cited about excess salt in processed and restau- nies that produce foods Americans love to Progresso, and 9.5% identified Healthy rant foods for years, but the January eat — snacks, soups, prepared entrees, Choice. In all three cases, it appears dieti- release of the federal government’s 2010 pizza, fast food, chain restaurant meals tians recognize the well-publicized efforts Dietary Guidelines for Americans put the and more — may find themselves in the of these brands to reduce sodium levels in issue in clear terms: Americans should eat public relations cooker. After all, no food their products. more whole foods and significantly limit manufacturer can afford to ignore the The brand recognition findings are sig- the amount of sodium in their diet. proven health risks of excess sodium, but nificant from a public relations perspec- The guidelines reinforce the concerns of reducing salt in processed foods without tive. Registered Dietitians are on the front America’s Registered Dietitians, who affecting consumer acceptance of the lines of the salt issue, playing a key role in strongly believe the food industry must products is a difficult, costly and lengthy translating and communicating product respond to the overwhelming data, sug- process. The good news is the sodium label and nutrition profile information to gesting that diets high in sodium increase minefield can be navigated successfully. confused but knowledge-hungry con- the risk for hypertension and stroke, and Let’s start with a deeper analysis of sumers. They are emerging as the trusted contribute to premature death. results from the Pollock survey. While we source in the conversation about sodium, In fact, dietitians believe only trans fats found that the vast majority of respondents providing perspective via influential and excess calories pose greater health believe sodium is a real health threat at the blogs, media appearances and one-on-one risks than excess salt. A full 65% of amounts normally consumed by educational engagements. Registered Dietitians believe excess sodi- Americans, (3,400 mg/day), most also The lesson to the food industry is clear: um is as harmful, or more harmful than believe that the current guideline for sodi- if you want to influence public awareness high fructose corn syrup. And many say um (2,300 mg/day) among healthy indi- of your brand’s approach to sodium reduc- they recommend avoiding processed viduals is adequate, and nearly 50% tion, you must find ways to engage with foods as the most effective way to reduce believe this guideline can be achieved Registered Dietitians. If they believe you sodium intake. with wise food choices. In other words, are taking meaningful, effective steps These findings emerged from a national most dietitians believe healthy Americans toward reducing salt in your products, they survey of 100 Registered Dietitians con- can meet established sodium guidelines will help lead you out of the sodium mine- ducted recently by Pollock with reasonable moderation of their diet. field. Communications. We investigated the The survey also found that dietitians Companies and brands that take proac- opinions of Registered Dietitians because don’t think Americans can reduce sodium tive steps to reduce the salt content of their they’re key influencers in food and nutri- intake to 1,500 mg/day, which the Dietary products will shine in a broader media tion; they help shape consumer food shop- Guidelines recommends for people over spotlight as well. With the recent issuing ping decisions, guide health policy, impact 51 years of age, African Americans, and of the Dietary Guidelines, 2011 will likely nutrition trends in the media with statisti- those with hypertension, diabetes and be a year of heightened media coverage of cal recommendations. chronic kidney disease — a group that col- dietary health, including sodium content. Our survey results also found: lectively makes up about half of the U.S. Companies can seize the opportunity to • Nearly 90% of respondents say the population. In addition, the 2010 Dietary get out in front of this issue through inno- food industry is not doing enough to Guidelines Committee Report and the vation. Then they should convey their suc- reduce sodium levels in their products. Institute of Medicine’s Strategies to cess stories through credible, third-party • Only a minority believes the answer Reduce Sodium Intake in the United experts — such as Registered Dietitians should come from new lower-sodium food States Report both recommend a gradual — who appear in the media as well as options; nearly half say the primary solu- reduction in dietary sodium. Thus, while engage with consumers directly. tion should be widespread sodium reduc- some in the media may be demanding fast, Food manufacturers need to affirm their tions in available foods. dramatic sodium reductions, dietitians and commitment to lowering the sodium con- • A majority of the respondents (54%) other experts appear to understand the tent of their products, demonstrate their want to see the government take some need for gradual reductions to avoid nega- progress in that endeavor through credible type of action to encourage manufacturers tive effects on product flavor, taste, texture spokespersons, and give consumers the to make sodium reductions in their prod- and consumer acceptance. information they need to make smart ucts. Also, while our survey respondents felt choices. Such communication will go far Meanwhile, the national media has kept that some kind of government action on to enhance brand loyalty and reputation in up a steady drumbeat of hard-hitting cov- sodium is warranted, very few backed consumers’ hearts and minds. erage about the risks of excess sodium. increased taxes or an outright ban on high- Louise Pollock is President of Pollock Since last April, there were more than 300 sodium foods. For now, at least, dietitians Communications in New York City.

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variety of publishing and information Reputation management, 2.0 platforms. Help your clients realize there are many ways to establish an By Shannon M. Wilkinson online presence, and that they are not online. Software package Get necessarily living in the stone age if they Satisfaction allows a company to quick- do not have a Facebook profile. uick. What hit the PR industry just ly build an online area where customers Realize that concerns raised by priva- as it fully absorbed the transition can connect with each other and compa- cy issues can extend beyond the tradi- Qfrom traditional to new media? ny representatives to report problems, tional realm of public relations into The era of forced transparency — also share ideas and build a sense of commu- security. For instance, a company is in known as the end of privacy as we know nity. the midst of a series of layoffs and pho- it. Understand there are few laws in place tographs of a high-profile executive’s How can you help your clients protect to regulate or address what is posted home, with its address, are appearing at — and maintain — their reputations online. Web site operators currently the top of Google searches. As a com- when two-thirds of the online content have legal immunity over what is posted munications professional, you may be about their company was posted by con- on their sites. That makes it difficult, if asked to help create online content that sumers, or even competitors? When any- not impossible, for you to remove inap- will drive such information far lower on one can create a Web site accusing the propriate or inaccurate content, even if it search engines (if the information can- CEO of a publicly traded company of is biased. not be removed altogether). any number of questionable actions, It’s usually a waste of time to try to Be 2.0 conversant. The 2.0 world is even if all of the accusations are false? identify an anonymous poster, as much famously generous with free and easily When internal e-mails and confidential as a client may want to do so. There are accessible information about every documents are not only routinely leaked, many ways posters to forums and blogs aspect of online and social tools. but quoted in the New York Times? can conceal their identity. In some cases, Seminars, courses and new media con- Corporate and professional reputa- legal action can result in a court order ferences abound. Participate. If you tions were once easily managed. and subpoena for an internet service want to learn more about online reputa- Companies maintained a carefully con- provider (ISP) to identify the user’s IP tion management, check out the FAQ and trolled image through advertising and address. However, that is no guarantee it Glossary sections at www.reputation- public relations. Most of the time, it can be found — especially if posts were communications.com. worked. When it didn’t, crisis manage- made at an internet café or other public Shannon M. Wilkinson is Founder and ment specialists stepped in to fix it — or setting. President of Reputation Communications, at least try to. Know that many reputations suffer a New York City–based firm helping Online technology, the rise in influ- needlessly. Much damage to the online clients in the professional and private sec- ence of the citizen’s voice and forced reputations of executives and other pro- tors create, monitor and repair their transparency have expanded role of the fessionals could have been prevented by online reputations. public relations industry in every phase simply erecting a “digital wall” around of the professional (and often, the per- their name. Ideally, the first two pages of PR News Briefs sonal) world. a Google, Bing, Yahoo or other search of U.S. ARMED FORCES TO Here’s what you need to know to be a client’s name will contain verified, prepared. factual information. If you haven’t REVIEW AFGHAN PR Your role as a counselor has broad- worked to ensure there are enough The public affairs operation supporting U.S. ened. Helping your clients understand online sources of factual information forces in Afghanistan plans to review its PR sup- the reputation issues they will potential- about your clients, start now. port contract with an open competition next ly face is essential to helping them pre- month. Contrary to popular opinion, social SOS International is the incumbent contract pare for and navigate this new terrain. media is not an appropriate reputation for the media monitoring and PR support pact, Develop a reputation protection management tool for everyone. which was previously handled by The Rendon checklist to review with your clients. Facebook, blogs and Twitter can be Group. SOSi, which is based in Reston, Va., and Focus on three areas: creating, updating effective online reputation tools. Twitter operates out of Kabul in Afghanistan, won the business in its last open review in 2006, a pact or expanding the online information can be especially useful if a client can initially capped at $67M but extended in October about them; monitoring that information secure their own name as a Twitter han- for an extra six months. daily so you are aware of what is being dle (user name). That’s because handles Fulcra Worldwide, the former Lincoln Group, posted about them in online forums, and tweets are indexed by Google and has also provided military PR support on blogs and media; and having a crisis Afghanistan. other search engines — and placed Army contracting will oversee the RFP response plan ready to enact – including online permanently. Every time you process. The RFP is slated to be released on or on holidays and weekends, when many tweet, you are building our prominence about March 4 with a 30 day open period. A base online issues develop. in search engine results. contract with up to four options years was out- If your clients do not already have an That said, Twitter — and a myriad of lined in preliminary descriptions of the upcoming RFP. in-house system for cultivating online other tools — isn’t appropriate for many The work is described as strategic communica- dialogues with their customers, help executives, such as those in highly regu- tions advisement and support services, as well as them assess whether they would benefit lated fields like banking, pharmaceuti- foreign media analysis for U.S. troops in from one. When they can’t easily and cals and financial services. And some Afghanistan. immediately engage with a company’s A contracting representative declined to com- clients just aren’t comfortable using ment pending release of the RFP. customer support system, dissatisfied social media. There are many other tools and frustrated customers will vent you can explore with them, including a

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FEATURE New outreach tactics for restaurant communications

By Jane Grant goal, of course, is to get them to come and traditional PR typically highlights back to your client’s place, time and social activity around food, drink and again. So while new items are great, you entertainment. Regarding online media, othing says it better than the pop- also need to engage your guests on a chances are that your restaurant client, ular “Cheers” theme song: more personal level. especially if it’s well known, already is NSometimes you want to go where What makes you so special? The the subject of online chatter. Twitter, in everybody knows your name. For the average restaurant customer has count- particular, is the real time watering hole food and beverage industry, this simple less other restaurants to choose from, all for all types of chatter. Other sites like observation is the most powerful market- of which serve great food with outstand- Urbanspoon and Yelp have enormous ing principle of all. ing service at acceptable prices. Can you influence. Joining the conversation Sharing all the exciting news about tell me precisely what makes your restau- shows that a restaurant is listening and your restaurant — new menu items, pro- rant better than all the rest? Perhaps the learning from guests and potential motions, special events, charitable one thing that can make your restaurant guests. Responding to the good and the involvement and more — is the founda- special is how it makes me feel. bad shows that the owner cares about tion of solid food and beverage PR. Share the love. Restaurant owners what people think. Social media plat- Print, broadcast and digital media devote may be in love with their beautiful restau- forms offer many creative ways to con- substantial real estate to restaurant news, rants and wonderful food, but their most verse with the dining public and get since most people love to eat! However, important assets are their guests, so them actively involved with what’s these are all “push” tactics. If PR’s goal showing customers some love needs to be going on at a restaurant. is to “pull” people into the restaurant, part of the PR strategy. Can they count Embrace and prepare for mobile. then one-way marketing alone won’t do. the ways they love their customers? It Speaking of conversations, with the Here‘s some food for thought: can take many forms, such as already advent of the iPhone and the mobile New is not enough. Sure, most people having repeat customers’ phone numbers digital revolution, mobile marketing is want to hear about what’s new and enjoy on file when they call for reservations, here to stay. Custom applications allow sharing new products and experiences acknowledging their birthdays or engag- restaurants to inform customers about with friends and family. However, with ing them in some small talk when they special events, new menu items, promo- so many dining options to choose from, arrive. Little gestures go a long way in tions and everything that’s going on. guests can get their fill of “new” by going building relationships that last. Customers carry the restaurant’s mes- to a different restaurant every day. Your Rewards are powerful motivators. sages with them in their pockets and People in PR Guests reward restaurants by returning purses. This only scratches the surface time and again with their friends and of the potential for staying connected SEMANOFF PICKED TO LEAD spreading the word. How do restaurants through guests’ smartphones. QUINN’S FOOD/BEV. TEAM reciprocate and reward guests for their Is the crew on board? All the PR in loyalty? Many successful restaurants the world won’t work without positive New York based PR firm Quinn & Co. leverage the power of VIP memberships support from front-line personnel. announced in February it has picked and offer their most loyal customers pre- There is no shortage of service horror Associate Vice President David Semanoff to mium service that other guests aspire to stories about aloof hostesses or oblivi- lead the company’s food, wine and spirits attain. This might come in the form of a ous servers. The manager or owner may division. surprise complimentary appetizer, dessert have all the best intentions in the world, Semanoff has worked or after dinner drink, invitations to spe- but the service team has the most guest in Quinn’s FWS division cial events or other relationship-building contact. While training the crew is more for three years, leading tactics. The crucial thing about rewards of an operations responsibility than a the team in a number of is that they need to be genuinely enticing PR function, it is profoundly important campaigns, including the to customers. In the grand scheme of to a restaurant’s relationship with the opening of Co., celebrity- marketing and PR, thoughtful little ges- public and can sink a good PR program baker Jim Lahey’s NYC tures deliver far greater ROI than most like the Titanic. Public relations profes- restaurant and the launch Semanoff other actions. sionals can work with restaurateurs to of his book, “My Bread.” One size does not fit all. The cardinal make sure their service teams fully Semanoff also helped Chef Tony Mantuano rule of marketing is to know your cus- understand their role as PR ambassa- drive business to his Chicago restaurants, tomers, and it’s obvious that all cus- dors. Spiaggia and Cafe Spiaggia, and spur sales tomers are not alike. Some are jazzed by There’s never been a more important of his book, “Wine Bar Food,” which is now a free appetizer, others appreciate a time to engage your guests than these in its second printing. restaurant hosting a reception for their days. Customers have many other Semanoff is also a current member of charity of choice and still others light up choices and loyalty is hard to build. Quinn’s travel group and leadership com- simply because you know their name. Engagement should be one of the goals mittee. Truly great PR is flexible enough to offer of every restaurant’s PR plan. After that, Semanoff previously worked at Ruder many different ways to engage guests, all it’s vital to maintain those relationships Finn’s Israel office. He graduated from New with the same goal of building loyal rela- in the long run. York University with bachelor’s degrees in tionships. Jane Grant is Co-Founder and journalism and anthropology. There’s a lot of social in social media. President of Pierson Grant Public Restaurants are inherently social places Relations and High Impact Digital.

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when, at evaluation time, they learn that Some things never change in PR “hard word” is not as important as “good New outreach tactics for restaurant communications work.” By Arthur Solomon and cannot think out-of-the box will resent A client will be upset about a quote being underlings who can. used that he gave during an interview, and Creative ideas of an underling ust as good work certainly doesn’t will be demand that the account person involved necessarily mean a client will be rejected by a supervisor who will inject the get a retraction. But the reporter taped the Jhappy, the following scenarios are ideas into another program and take credit interview and refused, making for an certain to happen in the PR world this year. for them. unhappy client. A “star” How do I know? Because I’ve seen it will be told by management that And sure to happen, an individual who happen time-and-time again during my “what you bring to the agency is invaluable was thought to be trustworthy will turn out years in public relations. and you have a lifetime job here,” but find to be a management informer and a person A client will reject numerous rewrites of out that the dictionary description of “life- who was thought to be a spy was actually a story and finally say, “I’ll show you what time” isn’t the same as it is for manage- trustworthy. I wanted,” and send a version that is almost ment. Arthur Solomon, a former newsman, was the mirror image of what was initially sub- Too many AEs will be disappointed Senior VP at Burson-Marsteller. mitted. A management “pet” will get a promotion that a more talented individual deserves. An account executive will receive a poor performance review by a supervisor, leave for a position at another agency and become a star. Management will cry poverty when asked for a salary increase but suddenly find the money when told the person is giving notice An account supervisor will disparage an underling’s work but will be unable to offer suggestions when requested. A new hire will be surprised to discover that much of what he learned in communications school doesn’t transfer to the real world. A new hire will be surprised to discover that quite often promotions are based more on managing a budget than on good PR work. An account executive will be given a meaningless title in lieu of a salary increase. An account person will be talked out of leaving for another agency and will regret it when promises made do not materialize. Many people will be told “it’s for your own good” when being let go. An account person will be labeled as “not a team player,” when complaining about not getting credit for bright ideas; conversely, a team player who comes up with the big ideas will never receive credit when the program is presented as a “team effort.” An account person who is denied a promotion will blame it on “office politics” and a person who gets a deserved promotion will be accused of playing “office politics.” An account executive will make a client happy by getting great results, but the AE will be lambasted for not doing it “the company way.” Supervisors who do it by the numbers

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REPORT The politics behind America’s food labeling system By Jon Gingerich the “Let’s Move” campaign for opening the Facts. industry’s eyes to the needs for new nutri- In response, the same food giants that tion disclosure standards, stating food would later be responsible for the Nutrition n January, the trade groups that represent groups like the GMA “share First Lady Keys initiative came together to offer their U.S. food and beverage manufacturers Michelle Obama’s goal of solving child- labeling solution, titled Smart Choices. Iannounced a new plan to change the hood obesity.” A $50 million PR and Proponents of the Smart Choices system way their food packages reveal nutrition advertising campaign informing proposed a labeling system the highighted information. Americans of the Nutrition Keys initiative what ingredients in their foods are healthy The result was the “Nutrition Keys,” an is set to coincide with the labels’ unveiling for consumers. From an advertising per- industry-standard labeling system to be within the coming months. spective this makes sense: it’s much easier displayed on the front of food and bever- In reality, the resulting Nutrition Keys to flaunt your positive attributes than it is to age prodcuts. With a series of easy-to-read initiative signaled less of an alliance of admit your nutritional shortcomings. From black and white icons revealing nutritional food manufacturers and the Obama admin- an objective, informational standpoint content — calories, saturated fat, sodium istration than a split in the road. Many however, the tactic is clearly flawed: under and sugars, as well as a to-be-determined experts believe the new food labeling sys- such a system, practically every product list of “nutrients to encourage” — food tem offers little aside from misleading, could make a health claim. Predictably, manufacturers said they hoped the new inconsistent and often contradictory infor- regulators balked at the idea, saying such a labels could guide consumers to make mation, the result of surreptitious market- system could trick consumers into buying healthy, informed choices. The new labels ing disguised as nutrition facts. “bad” foods that incidentally contained are slated to appear on approximately 70% “Front of label packaging is obviously healthy ingredients. A September 2009 of food products by next year. critical in selling products,” said Sally New York Times article reported that sugary Consumers and the press alike hailed the Greenberg, Executive Director for foods like Froot Loops had reportedly been announcement. Editorials and food blogs Washington D.C.-based consumer rights labeled as one “healthy” food item. The the country over practically gushed praise group the National Consumers League. Smart Choices program was voluntarily for food manufacturers and their K Street “But all this gets very confusing for peo- suspended shortly thereafter. thought leaders for being so unusually ple, and I think it gets away from the sim- Fast-forward two years. The Institute of proactive, so responsible to take on some- ple and honest messages that we think con- Medicine released an FDA-commissioned thing as transparent as a universal labeling sumers ought to have. People who are consumer study concluding front-of-pack- initiative. shopping are in a hurry, they want things aging labels should only list the necessi- In truth, the writing had been on the wall they can understand quickly. Right now ties: calories, sodium, trans-fats and satu- for some time, and the big trade groups I’m looking at the back of a bag of Cheetos rated fats per serving. The FDA, during that represent our food and beverage man- and you’d think it was the world’s best preliminary meetings regarding the enact- ufacturers — namely, the Grocery health food.” ment of a new voluntary labeling system, Manufacturers Association and the Food Nutritional interests then brought recommendations regarding Marketing Institute — had found them- This isn’t the first time in recent years how food manufacturers could provide selves slowly backed into a corner. The our federal regulatory bodies and the trade accurate nutrition facts. One recommenda- White House had turned nutrition disclo- groups that represent U.S. food and bever- tion was that U.S. food manufacturers use sure on its head when First Lady Michelle age makers have butted heads. a labeling system similar to Britain’s, Obama kicked off her anti-obesity “Let’s As a stipulation of the Nutrition where “healthy” foods receive a green Move” initiative last year, and current Labeling and Education Act enacted twen- label and “unhealthy” foods receive a red food labeling was a rumored first target. ty years ago, manufacturers were allowed label — a sort of nutritional stoplight for Meanwhile, the U.S. Food and Drug to boast on packages any positive benefits shoppers. The food industry immediately Administration has been involved in a the product may have. Not surprisingly, rejected this idea, stating such a system years-long quest to update our nation’s front-of-package designs have become a would drive away consumers. labeling guidelines with improved sci- sort of canvas for snake oil medical claims The Obama administration tried their ence-based criteria — the first major in the years since. “Low fat!” “High in hand at another suggestion: food manufac- update to food labeling since the now- fiber!” “Cholesterol free!” “A good source turers could voluntarily adopt a labeling ubiquitous Nutrition Facts system was of protein!” system that emphasizes what ingredients implemented under the Nutrition Labeling Two years ago, after warning letters may be unhealthy for consumers. Again and Education Act in 1990. were sent by the FDA to food manufactur- the food industry disagreed. Just like the In PR terms, the options were simple: ers regarding misleading labeling claims, Smart Choices program, food manufactur- take control of the conversation before the agency conducted a series of reviews ers said they wanted labels that also laud a someone else does, draw the line before before issuing a guidance letter recom- product’s healthy contents. someone draws it for you. What followed mending a voluntary labeling system that When packages bearing the Nutrition after the announcement of the Nutrition uses standardized, science-based claims as Keys system hit shelves later this year, it Keys system was a round of bureaucratic criteria on front-of-package labels. In the may prove efficacious in showing con- backslapping: the White House issued a letter, the agency stated it was only inter- sumers how much saturated fat, how much friendly — though noticeably tepid — ested in a voluntary system, but warned sodium, how many calories exist in a food statement claiming the new labeling initia- that if such a plan failed it would consider product. However, this information will tive was a move in the right direction. The the implementation of a new mandatory Continued on next page Grocery Manufacturers Association praised system similar to the current Nutrition

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now be bookended by a list of up to eight addition of a “positive” nutrients emphasis. made by beverage Vitamin Water. The con- completely unregulated “positives”: fiber, “We have similar concerns that there sumer group alleges the sports drink uses potassium, omega-3s and vitamins. would be a risk of label clutter,” she said. deceptive statement in its marketing and Conceivably, an “unhealthy” product could “We’re a science-based regulatory agency. packaging tactics with claims like “vita- be loaded up with vitamins and nutrients Therefore, our goal is to have a front-of- mins plus water, all you need,” and “flu and passed off as a “healthy” choice. pack label that is evidence-based, and our shots are so last year.” In a statement to the press, the Center for ultimate goal is for consumers to have a It should also be noted that much of the Science in the Public Interest, a tool that is useful to them.” information to be printed on the Nutrition Washington, D.C. nonprofit consumer Label when convenient Keys label will essentially be the same as advocacy group that specializes in nutrition Today, it seems there’s a label for every- what already appears on today’s involun- and health, referred to the Nutrition Keys thing. We can currently find out if our food tary Nutrition Facts labels, minus particu- system as a “scheme consisting of confus- has aspartame, trans-fats, MSG. We know larly useful information like the Daily ing icons that will be largely ignored by when something is “low-fat,” “high in Values percentages. At the end of the day, consumers.” fiber” or “cholesterol free.” And under it remains to be seen whether the guides “It’s unfortunate the industry wouldn’t President Obama’s healthcare reforms, will offer anything new aside from market- adopt a more effective system or simply Section 4205 will now require restaurants ing messages disguised as nutritional sym- wait until the Food and Drug and retail food establishments to post calo- bols. Administration developed a system that rie content information on their menus. In According to Delancy, the implementa- would be as useful to consumers,” said 2011, expect to see labels everywhere. tion of an FDA mandated, front-of-package CSPI Executive Director Michael If studies are any indication, we like labeling system that would supercede the Jacobson. “The whole point of front-label labels. A 2008 national FDA survey found Nutrition Keys system is still “absolutely a nutrition information or symbols should be that more than half of all Americans now possibility.” However, the agency has not to convey quickly and simply how health- look at labels when they buy a food prod- yet gathered evidence showing anything ful a food is … (the) Nutrition Keys system uct, an increase of 10% since 2001. other than a voluntary labeling system appears to be designed to distract con- The questions remain: If nutrition labels would be beneficial. A second front-of- sumers’ attention from, not highlight, the are going to be used to laud a product’s package IOM study is due later this fall. high content of sodium, added sugars, or positive features, how are they any differ- “Our goal has always been to allow the saturated fat in all too many processed ent from an advertisement? How can con- labeling system to be voluntary. When you foods.” sumers rely on them to have any accuracy? do regulation it’s a much longer and FDA spokesperson Siobhan Delancy And when do they go too far? In February, involved process,” she said. “We’ll look to said the FDA remains “fairly neutral on the the National Consumers League filed a for- see how things unfold. We hope that if our Nutrition Keys system,” but said the FDA mal complain with the Federal Trade recommendations are different this fall, the has voiced concerns regarding the labels’ Commission regarding labeling claims industry would adapt.”

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Profiles

ODwyers’ ’ Guide to: FOOD & BEVERAGE PR 3.11

include product launches, posi- Cohn & Wolfe, a subsidiary of tioning and branding; publicity WPP, is a leading communica- and media tours; events and pro- tions firm with an impressive motions; openings; sampling and food and beverage offering led by tasting events; social networking; talented professionals who have retail marketing; sponsorships represented clients in every aisle and cause marketing for clients of the supermarket as well as including B&G Foods, Francis some of America’s favorite food- Ford Coppola Winery, Johnny service establishments. We’ve Rockets, KIND Healthy Snacks, launched hundreds of new prod- Masi Agricola and Tenuta ucts, developed nutrition educa- dell’Ornellaia. tion programs for consumers of all ages and know how to engage CARMICHAEL media, influencers and consumers on and offline. Cohn & LYNCH SPONG Wolfe works with some of America’s most beloved brands Coyne PR whipped up a three-phase PR program for the 44th 110 North Fifth Street and food/beverage clients Pillsbury Bake-Off that included a Grand Prize winner announce- Minneapolis, MN 55403 include: The J.M. Smucker 612/375-8500 Company, Folgers, Jif, Crisco, ment on “The Oprah Winfrey Show.” Media coverage included more www.carmichaellynchspong.com than 3,000 print, online and broadcast placements with a reach of Pillsbury, Hungry Jack, New 306+ million media impressions. Julie Batliner, Managing Director World Pasta, Corner Bakery Grete Krohn Lavrenz, Principal, Cafe, and Taco Bell. Chair, Food and Beverage programs that drive trial, prefer- CONE ALLISON & ence and sales. Whether it’s If you can no longer stomach the launching products, reaching the same stale, tasteless ideas, perhaps PARTNERS crème-de-la-crème of influ- 855 Boylston Street it’s time for some fresh thinking. Boston, MA 02116 encers, maximizing sponsorship Carmichael Lynch Spong leads the 617/227-2111 505 Sansome Street ROI, or making a restaurant the food, beverage, nutrition and well- Fax: 617/523-3955 San Francisco, CA 94111 place to see and be seen, our team ness arena —representing some of www.coneinc.com 415/217-7500 of consummate foodies bring the biggest brands. [email protected] fresh ideas to influencers in the , President www.allisonpr.com Our list of envied food and bev- Bill Fleishman media and beyond. With experi- erage clients includes: retail Mark Malinowski, Sr. Vice Scott Allison, CEO ence growing some of the world’s (Noodles & Company); packaged President leading food, restaurant, bever- goods (Jack Link’s Beef Jerky); Peggy O’Shea Kochenbach, Clients with a passion for food age, wine and spirits, nutrition MBA, RD, LDN, Vice President ingredient brands (Martek); food , MPH, RD, Director turn to Allison & Partners for and CPG brands and eight full- processing (Cargill) and cookware Jill Tobacco marketing and public relations service offices, our capabilities (Calphalon). For over three decades, Cone has We work with food industry earned a reputation for building leaders, consumer groups, chefs, strong brands in the food and bev- nutritionists, commodity groups, erage industry. We provide best-in- regulatory organizations and class communication strategy, tal- experts in general, on a regular ent and creativity to drive business basis. Our relationships go beyond growth for leading brands, such as media. We know the right people to Nestlé Waters North America, target with the right program, prod- Lindt and General Mills. uct, campaign or cause. And they Extraordinary results come from know us. experts who are passionate about your business, and possess a keen COHN & WOLFE understanding of the category, your brand and its connection to 200 Fifth Avenue society. With two registered dieti- New York, NY 10010 cians on staff, we are in a unique 212/798-9700 position to communicate not only www.cohnwolfe.com distinct brand messages that res- onate with key audiences but also Members of the Carmichael Lynch Spong Food and Beverage Mark Cater, Pres., NY to translate science and leverage Practice Group develop strategic plans leveraging relationships John Hollywood, EVP, U.S. trends to optimize their impact. with high-proﬁle individuals such as Michael Symon, Alton Brown Strategy Director The depth of our experience in and Dr. Oz. Pictured are team members and Dr. Oz (second from right) Liz Beck, EVP working with associations and mar- at a media event sponsored by Martek Biosciences. Barbara Cohen, EVP, Food & keting boards and our carefully tai- Beverage Specialist lored approach to communications

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PROFILES OF FOOD & BEVERAGE PR FIRMS

allow us to deliver campaigns that rience in the Food & Nutrition cat- are authentic, credible and relevant. egory. Coyne PR combines sound We are ready to share our cre- strategic counsel with cutting edge ativity, passion and expertise. With creative elements to achieve supe- teams fully entrenched in the food rior communications goals for its and beverage space, our specialty clients. The agency represents areas include product launches, some of the world’s largest food new media executions, influencer and nutrition companies and engagement, media events, brand brands, including General Mills, positioning, promotions and the Hershey Company, AMP celebrity campaigns. Energy drink (Pepsi Beverages), McCormick, Solae, and Eggland’s THE CONNECTED Best. The team is comprised of experts in product launches, brand TABLE building campaigns, tradeshow support, events, sponsorships, con- 77 Fifth Avenue, Suite 2C tests, promotions, cause marketing, New York, NY 10003 influencer outreach, crisis manage- 212/620-7027 ment and social media. The agency Italian Wine Masters February 8, 2011, Hilton New York, produced by Fax: 212/645-3654 has also worked with General Mills The Connected Table. www.theconnectedtable.com to create an extensive blogger net- Facebook: The Connected Table Photo: Jennifer Mitchell Photography [email protected] work, MyBlogSpark, which helps connect brands with bloggers. Melanie Young, Founder Jacqueline Long, Vice President celebrity partnerships, and spe- DUBLIN & cial events — combined with The Connected Table specializes Internationally recognized ready access to the country’s top in the creation and management of ASSOCIATES Deussen Global Communications sommeliers, mixologists, chefs, marketing and promotional cam- is particularly noted for its depth authors, and other leading brands, paigns and special events for glob- 3015 San Pedro and breadth of experience and allows Deussen to quickly create al brands and destinations. Areas of San Antonio, TX 78212 contacts in the wine and spirits campaigns that accelerate aware- expertise include: wine, spirits, 210/227-0221 sector. A business partner and ness and growth for their clients. specialty foods, destinations, and www.dublinandassociates.com trusted ally for some of the lifestyle products and services. We world’s leading and fastest grow- , CEO EDELMAN are widely connected in the food Jim Dublin ing brands — as well as national Mary Uhlig, President and beverage industry throughout governments and the European the U.S. We work with many over- Union — Deussen delivers 200 East Randolph Street Chicago, IL 60601 seas organizations and govern- Dublin & Associates is a full- research-based, compelling, service strategic communications 312/240-3000 ments to connect them with busi- effective programs. Clients enjoy www.edelman.com ness contacts, consumers and the firm with extensive experience the excitement of being ahead of serving food industry clients. We U.S. media, and to promote aware- trend, backed by the security of Janet Cabot, Executive Vice ness of their products and regions. have worked with food and con- strict reporting and quantitative President, Managing Director US Clients include several wine and sumer companies including Pioneer analysis. Over the years, clients Food and Nutrition Practice food regions of Spain, Italy and Flour Mills, Pace Foods (Campbell have commended the agency’s France, and the wine brands Soup Co.), the Coca-Cola Bottling strategic approach; transparency; Food has been part of our DNA Georges Duboeuf and Bodegas Company of the Southwest, innovation; drive; and dedication since Dan Edelman opened the Fariña. NatureSweet Tomatoes, Luby’s to providing top-level expertise, doors 58 years ago. And, never Cafeterias, Taco Cabana, the while media regularly praise the has there been a more dynamic COYNE PUBLIC Culinary Institute of America, the agency’s imagination; attention to and changing food environment. New Braunfels Smokehouse, and detail; intelligence; and speed. As a society, we are literally re- RELATIONS food / entertainment promotional An arsenal of tactics — including Continued on page 22 firms such as Hispano USA. We media relations, digital interface, 14 Walsh Drive provide national and regional media Parsippany, NJ 07054 coverage, special event planning, 973/316-1665 online and social media out- www.coynepr.com reach/programs, and Hispanic market outreach. We work closely with 1065 Avenue of the Americas, clients to develop strategic initia- 28th Floor tives and publicity campaigns that New York, NY 10018 focus on client marketing goals and 212/938-0166 bottom line results. Tom Coyne, CEO Richard Lukis, President DEUSSEN GLOBAL Tim Schramm, Senior VP Lisa Wolleon, Vice President COMMUNICATIONS Meghan Flynn, MS, RD, Director of Food and Nutrition 37 West 37th Street, 6th Floor Stacy Becker, Assistant Vice New York, NY 10018 President 212/682-2293 Fax: 212/682-3757 Coyne PR is one of the nation’s [email protected] leading independent public rela- Christine Deussen, President of Deussen Global Communications. tions agencies with extensive expe- Christine Deussen, President

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PROFILES OF FOOD & BEVERAGE PR FIRMS

brought it unprecedented ties with tices to build communications food media and culinary associa- around relevant consumer issues tions; and for the company’s first and touch points. foray into production outside the Clients include: Bumble Bee West Coast that, with Louisiana Seafoods, California Table Grape Governor Bobby Jindal, helped Commission, California Raisin save the economy of Northeast Marketing Board, ConAgra Louisiana. Agency work this past Foundation, Desert Glory, Dow, year also included assignments AgroSciences, Fisheries Council for a number of wineries, includ- of Canada, Flour Fortification ing the launch of world renowned Initiative, Gatorade, Hamdi winemaker Stephane Ulukaya, IHOP/Applebee’s, Derenoncourt’s first American Kansas Beef Council, Kubota grape-to-bottle label. Issues man- Tractor Corporation, Mars, agement work included an assign- Maple Leaf Foods, Midwest ment for Annie’s Homegrown Dairy Association, Mirassou Yubert Envia, V.P. of Foster Farms Turkey Operations, stands with the foods. Winery, National Mango Board, First Family the day before Thanksgiving when the President tradition- Nutrients for Life Foundation, ally “pardons” a turkey. Fineman PR was charged with publicizing FLEISHMAN- PepsiCo, Perdue Farms, Foster Farms’ role and communicating the message that the company HILLARD Sunsweet Growers, Texas Sweet takes great care of its poultry, ﬁt for a President. Citrus, Tri-Lamb Group, Tropicana, U.S. Potato Board. 200 North Broadway opinion elites view modern food St. Louis, MO 63102 FOODMINDS, LLC EDELMAN production, and provides a snap- 314/982-1700 Continued from page 21 shot of the U.S. consumers’ rela- www.fleishmanhillard.com [email protected] One Tower Lane, Suite 2610 tionship with food and their [email protected] Oakbrook Terrace, IL 60181 expectations from Field to Fork. [email protected] 630/571-4150 defining our relationship with Passionate Brand Builders Fax: 630/571-4226 food. Food is culture, self-expres- Our nutrition and wellness Practice Group Leaders: www.foodminds.com sion, politics and ethics. It’s about expertise has created longstand- Janet Greenlee, Austin [email protected] the convergence of good health ing client relationships with Shelly Kessen, Sacramento [email protected] and great taste, of convenience Starbucks, Dairy Management, Melissa Novak, Kansas City [email protected] and sustainability. Inc. (DMI), Kraft, Butterball, Our Food & Nutrition Practice American Egg Board, Quaker, the Communicating within the Laura Cubillos, RD; Bill includes food bloggers, digital American Heart Association and food and agribusiness industries Layden; Sue Pitman, MA, RD; Partners food strategists, food and con- the Mushroom Council among has never been more challenging. sumer health brand specialists, others. Globalization and demographic researchers, nutrition, food policy shifts are ushering in an exciting A food and nutrition company and agriculture experts all who FINEMAN PR new world of foods and flavors. that harnesses science, public help clients master this complex The explosion of chronic health affairs and communications, narrative to succeed. issues caused by aging and obesi- FoodMinds’ vision is to be a Unparalleled Expertise 330 Townsend Street, Suite 119 ty demand a better understanding trusted partner in producing novel We connect with today’s stake- San Francisco, CA 94107 of food’s roles in health and well- food and nutrition positions and holders all along the food chain 415/392-1000 ness. New regulatory policies programs that shape the future for continuum. We have the insights, www.finemanpr.com and guidelines around nutrition its clients. We apply knowledge, experience and resources to reach create a complex landscape that critical thinking and industry con- influencers developing policy or Michael Fineman, President defies easy navigation. Our nections to help our clients build moms making dinner decisions. Lorna Bush, Vice President desire for a safe, secure food sup- and tell a better story that makes a Our Nutrition Solutions Group is Heidi White, Vice President ply is bringing greater scrutiny difference. We pride ourselves on comprised of 12 registered dieti- about how our food is produced, providing the right mix of talent- tians led by senior nutrition Fineman PR, founded in 1988, packaged and shipped. ed, seasoned and motivated pro- strategist Mary K. Young MS, specializes in Brand PR and crisis Fleishman-Hillard’s Food & fessionals — registered dietitians, RD. We attend and speak at communications for food and Agribusiness practice has a consumer marketers, media industry and professional meet- beverage clients. Our strength is unique perspective that flows strategists, PhDs, science writers ings enabling us to stay ahead of in building strong and appealing through the entire food chain and and policy experts – to challenge the curve on such important brand identities for our clients. embraces the more urgent need to the status quo and achieve great issues such as food marketing to Recent client experience link nutrition to a level of con- things for our clients. children, front-of -pack labeling, includes work with Foster Farms sumer awareness. This practice Clients include: Applegate obesity legislation, reimburse- Poultry for its comprehensive is dedicated to help identify, Farms, Bunge, Distilled Spirits ment and sustainability. “Say No to Plumping” communi- understand, and manage the Council of the United States, Knowledgeable cations campaign to reinforce the increasingly complex trends and Dairy Management Inc., Hass We follow the trends and company’s “fresh and natural” issues affecting business. The Avocado Board, Kashi Company, understand the touch points that messaging; media relations for practice offers a full range of Kellogg Company, National impact brands and business. the 2010 Presidential Turkey integrated communications serv- Confectioners Association, Through StrategyOne, we con- Pardon which garnered more than ices — including public rela- National Potato Council, Noodles duct research that gives us and 300 million media impressions tions, public affairs, digital com- & Company, University of our clients valuable insights and for the story of the selected munications, advertising and Colorado, Denver — Health & knowledge. For example, our turkey’s birth, growth and White event marketing — on a global Wellness Center, U.S. Dairy Food Insights Beltway Barometer House news conference; for the scale. The practice is integrated Export Council, Welch Foods uncovered how decision-making company’s first West Coast with the firm’s Sustainability, Inc., and Western Dairy consumers and Washington, D.C. Chicken Cooking Contest that Healthcare, and Consumer prac- Association.

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PROFILES OF FOOD & BEVERAGE PR FIRMS

initiatives; local market events; tal- HOPE-BECKHAM, ent negotiations and spokesperson media tours; and crisis counseling. INC. Clients include some of the strongest and most respected con- 17 Executive Park Dr., Suite 600 sumer packaged goods companies Atlanta, GA 30329 and brands including Kraft Foods 404/636-8200 (Jell-O, Kraft Macaroni & Cheese), [email protected] E&J Gallo Winery, Diageo www.hopebeckham.com (Johnnie Walker, Ketel One Vodka), Kellogg’s, Campbell’s, David C. Van Voorhis, Director, Business Development Arby’s, and Tabasco, Hunter PR’s and Client Relations first client 21 years ago, and still a client today. From launching new food and Revitalizing mature brands, cre- beverage products to the grand ating buzz around new products openings of quick serve, casual and building awareness among key Hunter PR helped launch KRAFT Macaroni & Cheese newest variety, or fine dining establishments, influencer groups (including the Cheddar Explosion, with a bang. Here, 11-year-old Casey Rogers of Hope-Beckham has done it all. epicurean, dietetic and medical Terrell, TX, gets ready to trigger the implosion of Texas Stadium in Hope-Beckham Inc. excels in communities) are among the firm’s front of thousands of spectators, setting off a media frenzy generat- public relations, experiential specific areas of expertise. Named ing 1,430 placements, 914 million media impressions, and attracting marketing and business consult- in 2010 as both a “Best Digital PR more than 180,000 Facebook fans. ing. The agency provides a vari- Firm” and a “Best Place to Work,” ety of services to its clients on a Hunter Public Relations is proud to be a communications firm where partnership began, and another 99 Madison Avenue, 5th Floor local, regional and national New York, NY 10016 level. In 2007, 2008, 2009 and the best brand teams and compa- client’s wholesale business has quadrupled. Two other clients have 646/430-5645 2010 Hope-Beckham was nies want to place and keep their Fax: 646/430-5631 awarded O’Dwyer’s Top business and where the best talent become category leaders without dropping a dime on advertising, Independent PR Firms in Food & in the business wants to work. Founded by Jill Sandin and Jeff Beverage. and with our help, another client is in the process of creating a new Smith in 2001, JS² How does public relations JB CUMBERLAND Communications is an award- relate to the food and beverage niche market. PUBLIC RELATIONS This is what we have done and winning, bi-coastal PR agency world? dedicated to strategic solutions, Communication, as with any continue to do for brands as diverse as Australian Lamb, candid counsel and tangible food or beverage, is only as good 133 W. 25th St., Floor 9E results. The largest of its four as the ingredients that go into New York, NY 10001 ZeroWater, Bodum Coffee, iSi 646/230-6940 Espuma Cuisine and Whippers, practice areas, the Food & them … Hope-Beckham has the Fax: 646/230-6935 Beverage Division, boasts AAA+ perfect blend of experience in a Curious Chef, Twinings Tea, St. [email protected] Dalfour Fruit Spreads, Nambé, clients in both its Los Angeles and variety of communications www.jbcumberlandpr.com New York offices including the strategies to create the perfect Fusionbrands, Joseph Joseph, Starfrit and Cat Cora Cookware. west coast division of the Patina recipe for success. Cluttered categories and over- Restaurant Group, which includes stocked retail shelves — in a mar- JS2 more than 30 award-winning HUNTER PUBLIC ket flooded with competing prod- locations, Coffee Bean and Tea ucts and messages, companies face COMMUNICATIONS Leaf, the oldest and largest U.S. RELATIONS the challenge of standing out, sell- based, privately held, global and ing-in and selling-through: this is specialty coffee and tea retailer, 41 Madison Avenue, 5th Floor what we are hired to do! 661 North Harper Ave., Suite 208 Chicago-Inspired bar and restau- New York, NY 10010-2202 For more than 25 years, JB Los Angeles, CA 90048 rant Rush Street and fast casual 212/679-6600 Cumberland Public Relations 323/866-0880 [email protected] Fax: 323/866-0882 Continued on page 24 (JBC PR) has been helping clients www.js2comm.com www.hunterpr.com distinguish themselves from competitors and imitators, while help- Grace Leong, Jonathan Lyon, Claire Burke, Mark Newman, ing them achieve their ultimate Jason Winocour, Donetta Allen, goal: selling products! Gigi Russo, Partners We achieve this goal through strategic media campaigns, con- Hunter Public Relations is an stantly leveraging our outstanding award-winning, top-ranked mar- contacts with key editors, writers, keting communications firm spe- producers and bloggers in the cializing in consumer brands and industry; through social media and lifestyle public relations with par- online projects; through special ticular expertise in food, beverages, events, seminars and TV appear- wines and spirits. Our 75-person, ances — always adapting our strat- independently owned and operated egy and tactics according to the firm offers strategic marketing PR client’s needs. services including: creative brain- We understand our clients’ mar- storming and facilitation; tradition- kets, their businesses and their al and social media relations; spe- products — whether beverage, Starfrit, a JB Cumberland PR client, unveiled the Cat Cora by Starfrit cial event production and sponsor- specialty food or housewares — so collection at the Atlanta International Gift & Home Furnishings ships; product introductions and much so that one client’s whole- Market in January 2011. anniversaries; nutrition and recipe sale business has tripled since our

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PROFILES OF FOOD & BEVERAGE PR FIRMS

of building buzz to build sales. We’ve roasted marshmallows LANE PR with bloggers around the S’mores campfire at BlogHer. 905 SW 16th Avenue We’ve hosted Great Whiskey Portland, OR 97205 Debates and cookie exchange 503/221-0480 socialactivation parties for thousands of holiday www.lanepr.com bakers. Facebook contests, NYC media events, Times Square con- Wendy Lane Stevens, President sumer meet-ups and Twitter par- Kristen Siefkin, VP, Food and ties are just the beginning of a Beverage Practice full-circle PR initiative connect- ing brand-thusiasts in an interac- Nationally recognized LANE PR Lee & Associates principal/VP, Howard Pearlstein (left) and Steve tive community. shapes opinions, drives sales and Kasmar, Los Angeles Trade Tech Culinary School Director (right) Our clients have appeared on builds brands from the influential congratulate the student chef winners in the school’s 13th annual Rachel Ray, Martha Stewart, food and beverage hubs of New Mrs. Cubbison’s Thanksgiving Stuffing Cook-off. The event was cre- Today, Fox & Friends, Squawk York and Portland, Ore. ated and is produced each year as a major media event by Lee & Box, HGTV, E! and a long list of Our passion and our focus: turn- Associates for Mrs. Cubbison’s Foods, a client for over 60 years. popular TV programs. They’ve ing buzz into business. Our been featured in the dailies, the strengths lie in our strategic weeklies, the womens maga- approach, extensive media contacts JS2 COMMS. zines, the business pages and, of and collective expertise in connect- JSH&A course, they’ve engaged in ing clients to the audiences that mat- Continued from page 23 unending conversations in the ter most. We fuel the zeal of java Blogosphere. junkies online, growing a drive- Member of IPREX through coffee compa- socialstorytelling 2 TransAm Plaza Drive, Suite 450 As a member of the IPREX regional restaurant group Tender Oakbrook Terrace, IL 60181 network, JSH&A provides best- ny’s Facebook fan base to more Greens. 630/932-4242 in-class PR capabilities for than 100,000 in one year. We revi- New F & B clients on both www.jsha.com clients around the globe. talize time-tested brands by giving coasts include multi award-win- the media a new way to experience ning California craft beer Jonni Hegenderfer, CEO them, such as in a hands-on “Cab , President KAPLOW bar/restaurant, Tony’s Darts Jim Kokoris Lab” at a legendary Napa winery. Away; its sister Echo Park We introduce and grow the aware- bar/restaurant, Mohawk Bend; JSH&A is known for innova- 19 West 44th Street, Suite 601 ness of unique origins and their tive, cross-media PR strategies New York, NY 10036 products, whether cocoa beans or Culver City Gastropub, www.kaplowpr.com Waterloo & City; contemporary delivering award-winning cam- olive oils. We take a story, we run paigns for industry leaders such with it and we enthusiastically share Korean restaurant, Cham Liz Kaplow, President and CEO Korean Bistro; California as The Hershey Co., it with key media and influencers. McDonald’s, Beam Global Our team of business-driven Artisanal restaurant/market, An award-winning, full-serv- FARMSHOP; multiple locations Spirits and Wine, and ConAgra. marketing professionals shares an The agency’s trademarked LIFTM ice PR agency founded in 1991 obsession for all things related to of the Grill Concepts classic, TM with vast experience in the con- upscale grill, The Grill on the Style PR and Social LIF the food and beverage industry. approach drives 360-degree pro- sumer sector, Kaplow changes Since our inception in 1990, LANE Alley; Omni Los Angeles conversations building brand Hotels’ signature fine-dining grams launching brands and sup- PR has represented food & bever- porting marketing promotions momentum and producing meas- age, restaurant, hospitality and retail socialnetworking restaurant, Noé; Culver City urable results that impact the Bar/Restaurant, City Tavern; both online and offline. clients on a regional, national and Whether working with celebri- bottom line. international level, including fast casual New York pasta con- Kaplow’s Retail, Food and cept, Hello Pasta; New York ties, fitness and nutrition gurus, Moonstruck Chocolate Co., Tully’s hot new chefs and master dis- Wine practice has developed and Coffee, Whole Foods Markets, sushi restaurant and to-go con- executed strategic programs for cept, Mai Cuisine and New York tillers, or mommy and daddy Pacific Seafood, International Olive bloggers, the food and beverage major, best-in-class brands, Council, Wines from Spain, E&J kosher premium ice-cream, including: Constellation Wines Chozen. team at JSH&A knows the magic Gallo Winery, Hood River — Robert Mondavi Private Distillers, Dutch Bros. Coffee, Selection and Woodbridge Burgerville, Redhook Ale Brewery brands, to Newman’s Own, to and Widmer Brothers Brewing. our long-standing work for Target’s diverse collection of proprietary consumable brands LEE & from Archer Farms to Choxie ASSOCIATES Chocolate. In a changing media land- 145 S. Fairfax Ave., #301 scape, Kaplow and our K:Drive Los Angeles, CA 90036 specialty division take clients’ 323/938-3300 rfrelate@ruderfi nn.com brands beyond the edges of tradi- [email protected] tional media into social media, www.leeassociates.com blogs, and other emerging platforms. Howard Pearlstein, Principal Kaplow intimately connects JSH&A greeted mommy bloggers around the campfire at the clients to the people, industries, Lee & Assocs. offers strategic Hershey’s “S’mores Snacktivity Suite” during BlogHer. Hundreds of and opinion influencers who planning, program evaluation, women visited the suite meeting with Hershey’s representatives and count. We’re not just sparking media relations, product launch- later blogging about their delicious experience. conversations; we’re changing Continued on page 26 them. The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com

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PROFILES OF FOOD & BEVERAGE PR FIRMS

through smart partnerships with Grains, and Pebbles. For Pernod fashion designers and celebrities to Ricard, MMC represents the chefs and musicians, amplifying its whiskey portfolio including general perception and massively Jameson, The Glenlivet and Chivas raising media awareness. Regal. MMC also partners with M&F also created and managed; Terlato Wines International on The introduction of the Italian beer, Santa Margherita and Markham Peroni, to the U.S. market; Vineyards. Developed a picnicking program MMC’s expertise in traditional for Mercedes-Benz USA and its and social media and special events partner, The James Beard result in high profile media cover- Foundation; Revitalized Drambuie age rarely seen in the category. through the Drambuie Den and Drambuie Pursuit experiential mar- MARX LAYNE & keting efforts; Launched Bacardi’s Rubi Rey rum and Vanille Royale COMPANY crème liqueur in multiple test markets; Developed a guerilla market- 31420 Northwestern Hwy., #100 More than 300 Detroit commuters were treated to a free breakfast during campaign for Bob Evans Farmington Hills, MI 48334 ing the launch of McDonald’s Fruit & Maple Oatmeal. Marx Layne & Restaurants, and created media 248/855-6777 Ext. 105 Company conceptualized the event and managed all details including a campaigns for gourmet food brands www.marxlayne.com [email protected] comprehensive public relations and social media campaign, coordinat- Ile de France cheese and Robert ing Health Department approval, securing food & paper supplies, order- Rothschild Farm. Michael Layne, Managing ing tenting and other rentals, hiring entertainment, purchasing branded M&F, a Waggener Edstrom Partner giveaways and distributing coupons to drive trafﬁc back to stores. Company, has won more than 60 marketing and PR awards includ- Marx Layne has been providing ing the 2010 Bulldog Awards Small cost-effective marketing, public LEE & ASSOCIATES the US for Hendrick’s Gin, devel- PR Agency of the Year, 2007 Gold relations and social media services oping a supper club titled “The Mercury Award, the 2006 Silver on a local, regional and national Continued from page 24 Tupper Club” for Tupperware Creativity Award and the Platinum basis to the food and beverage sec- Brands, or producing a simultane- Marcom Creative Award for our tor since 1987. ous three-city auction for world- work with Drambuie and the 2007 es, consumer education, recipe Services offered to clients renowned Glenfiddich with American Business Award for Best include media relations, product development, special events, cri- Christie’s, Maloney & Fox (M&F) Creative Organization. sis management and corporate PR publicity, crisis and issues manage- packs a strong punch using its col- ment, internal communications, services to its food & beverage lective creativity, passion for pop client roster. MARINA MAHER special events planning, social culture and deep insights into con- media, online reputation manage- Founded in 1950, the agency is sumer behavior to make leading COMMUNICATIONS proud of its Western Research ment, direct mail, e-blasts, graphic food and beverage brands relevant INC. design, Web development, and Kitchens division, which features to people’s lifestyles. Since estab- home economists, nutritionists, brochure and newsletter produc- lishing our Food & Beverage prac- tion. dietitians, chefs and medical doc- tice six years ago, we’ve revitalized Member of the Worldcom Public Relations Group Clients include fine dining tors. The firm has represented brands after decades of declining PepsiCo, Del Monte, American 830 Third Avenue restaurants, quick service restau- sales, launched new products to New York, NY 10022 rants, supermarket chains, and food Home Foods and Suntory Int’l, as niche audiences and helped bring to well as brand names like John 212/485-6800 and beverage manufacturers and life some formerly staid favorites. Fax: 212/355-6318 suppliers. Morrell, Florida’s Natural Fruit www.mahercomm.com Snacks, Morehouse Mustard and M&F’s expertise in the Food & Mrs. Cubbison’s Foods (stuffing Beverage space covers Wine & , EVP M BOOTH & Spirits brands, including Nancy Lowman LaBadie and croutons — a client for 60 DeLisa Harmon, Managing ASSOCIATES years). Additional clients include Hendrick’s Gin, The Balvenie Director, Food & Beverage trade associations and marketing Single Malt Scotch Whisky, Sailor Loren Fisher Coleman, SVP, boards, from California apples, Jerry Rum, Milagro Tequila, Food & Beverage 300 Park Avenue South eggs, figs, prunes, seafood and Hudson Whiskey and Lillet. As the New York, NY 10010 tomatoes to Hawaiian papaya, agency representing 15 brands The Food & Beverage Practice 212/481-7000 within the William Grant & Sons at Marina Maher Communications, www.mbooth.com Oregon potatoes and the New better4you.mbooth.com Zealand Trade Commission. portfolio, M&F has taken its love Inc. (MMC) creates delicious pop for cocktails and turned it into a culture and lifestyle relevance for passion for creating award-winning food, wine and spirits brands. With Margaret Booth, President MALONEY & FOX Rich Goldblatt, SVP, Group PR campaigns, experiential events an expertise in marketing to Director throughout the country like The women, the team partners with Joyce Yaeger, SVP, Group 89 Fifth Avenue, 4th floor Balvenie Roadshow, The industry insiders — celebrity chefs, Director New York, NY 10003 Hendrick’s Enchanted Forest of mixologists, and nutritionists — to Lauren Swartz, SVP, Director, 212/243-2000 Wine & Spirits [email protected] Curiosities and The Delightfully craft five-star communications pro- www.maloneyfox.com Peculiar Cocktail Academy, in grams that lure consumers to the addition to effective social media table. MMC works with Bimbo M Booth’s innovative Brian Maloney, Margie Fox, strategies through avenues includ- Bakeries USA on Thomas’, Boboli, Better4You offering continued to Partners ing Facebook and Twitter. Arnold and Oroweat Bread as well score success in its third year of out- Hal Bienstock, New Business Most recently, M&F has entered as Post Cereals on adult and chil- reach to food and nutrition brands the world of food storage as AOR dren’s brands: Post Shredded seeking to communicate healthy Whether creating a series of con- for the world-famous Tupperware Wheat, Raisin Bran, Grape Nuts, innovations, functional benefits and sumer cocktail classes throughout Brands taking it to new audiences Honey Bunches of Oats, Great product revitalizations to the mar-

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PROFILES OF FOOD & BEVERAGE PR FIRMS

ketplace. broke the world record for a bottle In addition to its expanding client of whisky sold at auction. Our work ® roster, Better4You designed and for NOLET’S Finest Gins, and ® fielded a groundbreaking study on HARLEM Kruiden Liqueur consumer attitudes and behaviors in included introductions from the the dynamic marketplace of health- Nolet Spirits USA. Social media ier products that found most parents continues to be the vehicle to reach rank family health a top priority, but new consumers for The Macallan, have trouble making it work, bal- exemplified by the brand’s SXSW ancing pressures of the economy Interactive sponsorship, where we and the demands of fussy family asked social media influencers to members with a concern for health- “Tweet what you taste,” as part of ier eating. The research also deter- The Macallan Tasting Note Project. mined six distinct better for you We increased the conversation consumers and the most effective about The Macallan by 139% over ways to develop messages and 5- days and reached a followership select channels as means of reach- of more than 1.4 million. ing them. M Booth’s Better4You practice M&P FOOD added a tenth advisor, a patient COMMUNICATIONS Pierson Grant Public Relations handled publicity for the 25-market management expert, to its board of Blizzardmobile tour celebrating the 25th birthday of Dairy Queen’s icon- leading national authorities in con- INC. ic treat. The Blizzardmobile stopped in Omaha, where Warren Buffett, sumer nutrition, health, medicine, seen here with Dairy Queen CEO and President John Gainor, signed a pediatrics, fitness, weight manage- 151 N. Michigan Ave., Suite 804 DQ spoon to be auctioned for Children’s Miracle Network Hospitals. ment, and well-being. Better4You Chicago, IL 60601 also relies on a national network of 312/201-9101 25 registered dietitians who provide www.mpfood.com turn to MWW Group because we Hershey Company, The Popcorn message guidance as well as vehi- Brenda McDowell, Principal continually raise the bar for our Factory, Fannie May Chocolatier, cles for local market media amplifi- Lisa Rigney, Senior Account Manager clients by developing creative Nutrisystem, Jimmy Dean, Ball cation for a range of products in the solutions in a constantly shifting Park Franks, Gallo Salame, healthy consumer marketplace. Jessie Vicha, Senior Account Manager environment. At MWW Group, among many others. The Better4You team created Liz Rytel-Mudroncik, Senior we establish relationships and implemented campaigns for Advisor between brands and consumers PIERSON GRANT Schwan’s Home Service’s new line through integrated public rela- of health management products M&P builds buzz for clients via tions and marketing activities that PUBLIC called LiveSmart, specially formu- social and traditional media when drive awareness, engagement and RELATIONS lated for people coping with specif- communicating about food prod- consideration. We expand media ic medical conditions. The team coverage beyond the food pages ucts, nutrition stories, recipe con- 6301 N.W. 5th Way, Suite 2600 created a multi-tiered, media-driven tests and more. Successful, and into influential lifestyle out- campaign on the nutritional benefits Ft. Lauderdale, FL 33309 strategic and on-budget, our pro- lets, creating lifestyle relevance 954/776-1999 of Pirate’s Booty snacks over the grams reach influencers whether and developing emotional con- www.piersongrant.com leading potato chips. For Mrs. they broadcast, blog or tweet. nections to culinary brands that www.highimpactdigital.com Dash, the salt-free, flavor-full blend Innovative activities and events drive trial and brand loyalty. of seasonings, Better4You created move audiences to action, drive Whether it’s establishing a restau- Maria Pierson, CEO the Women’s Heart Health Dash, an trial and build loyalty per success rant as a top-choice for dining or Jane Grant, President online benefit program to benefit stories for current clients includ- creating demand for coffee at an the National Coalition for Women ing Wilton Enterprises, unlikely destination, we capital- Pierson Grant PR is a full- with Heart Disease. The practice Dreamfields Pasta, Seneca Foods, ize on trends to position our client service agency with offices in has also engineered campaigns for Pepsico and Safest Choice brands as a vital ingredient in Fort Lauderdale, Fla. and margarines, salad dressings, pasta, Pasteurized Eggs. consumers’ lifestyles. Our experi- Raleigh, N.C., serving a wide frozen food and low carb products, M&P has provided public rela- ence includes: McDonald’s, Sara Continued on page 28 as well as nutraceuticals and eye tions/communications services to Lee, Sbarro Italian Eatery, The care. consumer food and beverage The agency’s dedicated wine and clients for 20+ years. We are spirits team added to its top-shelf ® food-focused, consumer-connect- portfolio Kahlúa , imported by ed, and client-centered. Pernod Ricard USA. As agency of record for eight years representing MWW GROUP the Scotch portfolio of Rémy Cointreau USA, Inc. including The Macallan® Single Malt Scotch One Meadowlands Plaza Whisky, Highland Park® Single East Rutherford, NJ 07073 Malt Scotch Whisky, and The 201/507-9500 Famous Grouse®, the team contin- www.mww.com ues to reach key influencers and Michael W. Kempner, Pres. & Just in time for the holidays — and just months after a nationwide tastemakers through luxury brand CEO partnerships, promotional events Alissa Blate, EVP, Global egg recall — consumers learned how using raw eggs can be safe, if and intimate tastings. The team Consumer Marketing Practice pasteurized. Registered Dietitian Dave Grotto preps the WGN-TV set partnered The Macallan with chari- Leader prior to a holiday eggnog demonstration on behalf of M&P client, ty: water in a global tour reaching Safest Choice Pasteurized Eggs. high net worth individuals and Consumer Lifestyle brands

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trusted “watchdogs” for family Nestlé and sanofi-aventis, and gatekeepers. emerging brands of national We have developed and exe- interest. Visit us at cuted innovative social media www.publicis-pr.com programs to reach the key health & nutrition influencers online, QUINN & CO. including blogging initiatives for a global cheese brand and a new 520 8th Avenue, 21st floor juice beverage for children. New York NY 10018 The company represents 212/868-1900 Ajinomoto Food Ingredients, Direct: 212/868-1900 x222 Pollock Registered Dietitians attend a brand-focused reception orches- LLC, Brassica Protection www.quinnandco.com trated by Pollock Communications during ADA FNCE 2010. The recep- Products, LLC, Cranberry www.quinnandco.com/blog Institute, First Juice, Gourmet [email protected] tion, attended by over 250 nutrition inﬂuencers, communicated key Twitter: @dsems brand messages through interactive culinary demonstrations, branded Garden Herbs & Spices, Presidents Brand Cheese, Tea recipe sampling stations and impactful visual branding elements. Council of the USA, Unilever David Semanoff, Associate Vice Promise, Country Crock & I President and Head of Food, Wine + Spirits Pollock Communications, is an Can’t Believe It’s Not Butter PIERSON GRANT independent PR and marketing brands, the USA Rice Federation, Continued from page 27 communications agency that and Wish-Bone Dressings. Quinn & Co.’s Food, Wine + offers cutting edge expertise for Spirits division, led by David food, nutrition, health & wellness PUBLICIS Semanoff, has a goal of making range of clients with strategic and and beverage clients. Founded in Quinn & Co. the go-to firm in tactical planning, media and 1991, Pollock pioneered the func- CONSULTANTS FWS. All team members think community relations, superior tional food movement, creating USA like owners and brand managers Web-based and social media, cri- some of the major food trends of to help clients achieve their sis communications and special the past 10 years including mak- goals. We drive creative cam- events. Seattle: paigns, A-list media results, digi- ing tea the healthy drink of the 424 2nd Avenue West Restaurant clients include new millennium and making tal/social media initiatives and Dairy Queen, Olive Garden and Seattle, WA 98119 chocolate a healthy indulgence. 206/270-4664 important partnerships. Our Morton’s The Steakhouse. We know how to capitalize on Fax: 206/301-4656 friends include many clients, The firm’s fresh thinking helps emerging health and wellness [email protected] chefs, journalists and industry clients build brand identity, gen- trends in a credible way, with www.publicis-pr.com colleagues. erates publicity for openings and The team conducted the PR for media, consumers and health pro- New York: food and beverage introductions, fessionals. the high-visibility opening of Jim brings creativity to special events 1675 Broadway, 9th Floor Our knowledge of the latest New York, NY 10019 Lahey’s celebrated Co. in NYC. and community relations, and research and science in the health Placements reached over leverages the power of Internet & nutrition arena and our under- Steve Bryant, President, Publicis 264,000,000 potential diners and marketing through its High standing of food policy, enables Consultants USA increased sales. After Lahey Impact Digital division. us to deliver actionable consumer appeared on “MARTHA” almost and market insights and practical Publicis Consultants USA, the entire audience flocked to Co. POLLOCK health & lifestyle wellness bene- part of MSLGROUP, creatively We helped propel Chef Tony COMMUNICATIONS fits for brands and commodities. engages consumers and profes- Mantuano to national acclaim; Our staff includes credentialed sionals through lifestyle market- drive business to his Chicago registered dietitians with on-air ing in the always-on conversation restaurants, Spiaggia and Cafe 665 Broadway and editorial experience who can world. MSLGROUP is one of the Spiaggia, and spur sales of his New York, NY 10012 address the health & nutrition world’s top five PR and events book, “Wine Bar Food,” which is 212/941-1414 networks, offering the best strate- now in its second printing. Over- [email protected] issues that are top-of-mind for today’s editors and reporters — gic advice, insight-guided think- the-top placements include Louise Pollock, President including those who serve as ing and big, compelling ideas — Chef’s run on Bravo’s “Top Chef followed by thorough execution Masters” season 2, a guest judge — in 83 countries. on “Top Chef: All Stars,” Publicis Consultants USA “Nightline,” Wall Street Journal, delivers major marketing success New York Times (4X), Wine through its specialized staff, Enthusiast, New York Magazine, extensive influencer contacts, La Cucina Italiana, Huffington social and traditional media serv- Post, Associated Press, USA ices, print & digital design team, Today, Food & Wine (2x), O, The healthcare and nutrition expert- Oprah Magazine, People, Vanity ise, and trade show marketing Fair Italy, “The Early Show,” force. An in-house Publicis “Today Show,” “The Martha Culinary & Nutrition Center, led Stewart Show” and “ABC News by two registered dietitians, is a Now.” unique asset available to clients Chef Mantuano turned to us to and delivers award-winning open his latest restaurant, Terzo Quinn & Co.’s David Semanoff at the 2010 US Open with “Top Chef work. Piano, at the Art Institute of Masters.” L to R: Barbuto Chef Jonathan Waxman, Guest, RM With offices in New York City Chicago’s Modern Wing. Press Seafood Chef Rick Moonen, Chef Carmen Gonzalez, STREET Chef and Seattle, Publicis Consultants to date includes: Food & Wine, Susan Feniger, David Semanoff, Quinn & Co.’s Head of Food, Wine + USA is a full-service public rela- New York Times, *Wallpaper, Spirits, and Q&C Client Spiaggia Chef Tony Mantuano. tions and marketing agency rep- Continued on page 30 resenting top-tier brands such as

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lic opinion. We provide a wide winning food and travel public array of services from consumer relations firm, has coordinated promotions, influencer out- numerous restaurant openings, reach, social media, issues man- developed corporate strategies agement, trade relations and and branding campaigns, han- investor relations. Our staff has dled crisis management, and extensive experience in promot- food-related launches for coming consumer packaged goods, panies including: Nabisco, prepared and imported foods, Snackwell’s, Odwalla Juice Co., ingredients, supplements, gro- Noah's Bagels, Jamba Juice, Leading the Travel Industry cers, restaurants, quick service Lettuce Entertain You restaurants, wine, beer, liquors, Enterprises, Da Vinci Gourmet, and coffee. We promote prod- Woodinville Wine Country, by Providing Professional ucts, but we also routinely deal Tully's Coffee, Krispy Kreme with the most challenging issues Doughnuts. — recalls, labeling, FDA In addition, RPR has coordi- Travel Services Since 1972 At recent event at Club Macanudo in NYC to introduce its new prod- actions, organics, ingredients, nated numerous nationwide uct line are (L to R): Brian Johnson, Northeast Regional Manager, health and nutrition, safety, and food events such as the Hawaii International Beverage Holdings, Ltd. USA Inc.; Samantha Santos, regulation. “Chef's of Aloha Tour,” Field Marketing Manager, International Beverage; and Mauricio As one example — over the Sheraton's World Wide Global Cordoba, General Manager, Club Macanudo. International Beverage last year, RF|Binder created a Food Summit in New York and series of unique consumer the Dinner of the Decade featur- is a Rosica client. engagement events to drive trial ing celebrity chefs Wolfgang and awareness of Malaysian Puck, Jean Louis Palladin and fessionals, from account staff to food, including the first-ever Michele Richard, and more than QUINN & CO. partners. The focus is on results Malaysian food truck serving 20 James Beard Dinner's in New Continued from page 28 for FWS, Real Estate and Travel free samples of Malaysian dish- York City. clients. es to over 36,000 consumers. Current food and beverage Thanks to this and other con- clients include: Canlis Details, National Geographic RF | BINDER sumer events, awareness of Restaurant, Cedarbrook Lodge, Traveler, Eater, Huffington Post, Malaysian cuisine has never Fortune Foods, Panera Bread, been higher in New York, and Seattle Sounders FC, Skamania Tasting Table, Chicago Tribune, 950 Third Avenue, 7th Floor NYMag.com, WSJ.com, and New York, NY 10022 Laut became the first Malaysian Lodge, Suncadia Resort, Tom other outlets. 212/994-7600 restaurant to earn a prestigious Douglas Restaurants, Taco Time Last year’s New York City www.rfbinder.com Michelin star. NW, Tap House Grill, The Rock Wine & Food Festival called Current and recent clients Woodfired Pizza & Spirits, upon Quinn & Co. to handle the Amy Binder, CEO include ARAMARK / 1st & Zeeks Pizza, Tulalip Resort online auction benefitting the Atalanta Rafferty, Executive Fresh Catering, Atkins Casino, and more. Food Bank for New York City. Managing Director Nutritionals, Bob Evans, We have orchestrated client Cargill’s Truvia™ natural ROSICA PR events and partnerships with With the prevalence of sweetener, Chilean Specialty • Business Travel Consultants organizations such as: Share our celebrity chefs, the expansion of Foods, The Culinary Trust, 95 Route 17 South, Suite 202 Strength; Feeding America; US TV programming on cooking Dagoba Organic Chocolate, Dr. Paramus, NJ 07652 Open; The Solomon R. and food, and the explosion of Praeger’s, Dunkin’ Brands, 201/843-5600 • Strategic Meetings Management Guggenheim Museum; The New food bloggers on the one hand Edible Schoolyard NYC, the www.rosica.com Yorker; and Cowgirl Up!, Chef and the increasing scrutiny of European Union (European www.theauthenticbrand.com Gina DePalma’s Ovarian Cancer health and nutrition from regu- Rieslings), Hershey’s Scharffen • Government Travel Contractors Locations: research charity. lators on the other, the food Berger Chocolate, Kayem Chris Rosica, CEO For the new The Grande Dalles industry is facing new chal- Foods, The Malaysian Trade North America winery in Oregon the team has lenges as well as new opportuni- Association (Malaysia Kitchen Established in 1980, Rosica • Over 200 Offices Worldwide already secured coverage in ties. Competition for the con- for the World), Miller Brewing PR has successfully established Middle East Zink, Snooth, Food & Wine.com, sumer mindshare is stronger (Pilsner Urquel), Wegmans, national brands and generated • Competitive Online Booking and BehindtheBurner.com. than ever, and concerns for Vinho Verde, Wines of national and regional media Quinn & Co. also represents nutrition and dieting are a per- Germany, and YoCrunch. coverage for its food, beverage Europe Rome’s only three-Michelin manent dimension of food and and hospitality industry clients. • One-on-One Travel Consultation starred restaurant, La Pergola, beverage marketing. Social RICHMOND PUBLIC Company president Christopher Asia which is located at the Rome media is well entrenched as a Rosica’s background and train- Cavalieri, The Waldorf Astoria powerful tool for both consumer RELATIONS ing as a chef, food safety expert, • Leisure Travel Experts Find out about cruises sailing from New York Collection; Ithaa Undersea information and marketing. food writer and hotel experience and other worldwide destinations restaurant at Conrad Maldives RF|Binder has worked in every 1411 Fourth Ave, Suite 610 gives the agency further lever- Rangali Island, which is the aspect of food and beverage Seattle, WA 98101 age in the industry. world’s first underwater dining marketing and public relations 206/682-6979 The Rosica team put the 888-333-3116 venue; Chicago-based Levy from Dunkin’ Donuts to Cargill, www.richmondpr.com “fame” in Famous Amos Restaurants, C-House at the from the 100th anniversary of Chocolate Chip Cookies and Affinia Chicago; Celsius at Citi the Fig Newton to Wines of Lorne S. Richmond, President introduced various product lines Jason Hamilton, Sr. Vice for the Uncle Wally’s Muffin Pond at Bryant Park and World Germany. President Yacht, both in New York. RF|Binder brings market and Company, making it the #1 The firm’s culture of team- industry insight, research-based branded in-store bakery muffin work, innovation and accessibili- strategic and creative program- Richmond Public Relations, a today. 212-563-3500 • OmegaNewYork.com ty fosters a highly productive ming, as well as access to the WorldCom Public Relations atmosphere among the 40+ pro- key influentials who shape pub- Goup Partner and an award- Continued on page 32 World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 30 MARCH 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Marchmagazine:Layout 1 2/25/11 4:53 PM Page 31

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PROFILES OF FOOD & BEVERAGE PR FIRMS

into fervent brand ambassadors for your product. Whether the TREVELINO/KELLER task is creating a digital campaign with true viral appeal or a King Plow Arts Center multi-market mobile marketing 949 W. Marietta St., Suite X-106 tour, our team is prepared to Atlanta, GA 30318 embrace the challenge. 404/214-0722 Among the food and beverage Fax: 404/214-0729 clients we have championed are [email protected] Mountain Dew, Propel, Nestlé www.trevelinokeller.com cereals, Weightwatchers, Chateau Margaux, Moet Trevelino/Keller has become Hennessy Diageo, Kellogg’s one of the most sought after food and Gerber. and beverage agencies in the country for emerging and estab- SCHNEIDER lished corporate and franchise multi-market concepts. ASSOCIATES Specializing in public relations, social media and brand communications, the firm works close- Member of the Worldcom Public Relations Group ly with its clients on brand posi- The Schneider Associates team at Baskin-Robbins’ Brand Central in 2 Oliver Street, Ste. 901 tioning, store experience, indus- Canton, MA for the brand’s 65th anniversary celebration and retirement Boston, MA 02109 try relations, national and local ceremony for ﬁve classic ice cream ﬂavors. 617/536-3300 media relations, executive visi- Fax: 617/536-3180 bility, social marketing and cri- [email protected] sis communications, in support www.schneiderpr.com of business and consumer sales. ROSICA PR RUDER FINN Experienced in fine dining, Joan Schneider, President & casual, fast casual and quick Continued from page 30 Creative Director service, the firm also works Global Headquarters Phil Pennellatore, Chief 301 East 57th Street directly with food and beverage Operating Officer/Partner packaged goods and retailers. New York, NY 10022 Julie Hall, Executive Vice The agency has conducted 212/593-6400 President/Partner With a changing marketplace, long-term PR campaigns for www.ruderfinn.com the firm’s ambition is to get out such clients as J.R. Watkins When leading CPG compa- in front of the market in relation Spices and Extracts, Keebler John McInerney, Public to supporting more responsible Relations, 212/715-1607 nies, quick service restaurants, and Eggland’s Best. In addi- and artisan manufacturers seek a food society, promoting companies with healthy nutritional tion, it has represented several Scott Schneider, Digital and partner to raise awareness for supermarkets, including Stew Social Media, 212/593-6463 new or existing products, they strategies, organics, sustainabil- Leonard’s in CT, Big Bear in turn to the Launch Public ity and farm to table. As an Columbus, Ohio and West The Food and Beverage Relations® experts at Schneider example, the firm concepted and Virginia, and ShopRite stores industry is constantly evolving. Associates. A full-service public is launching on behalf of TCBY, throughout New York State. Although taste remains impor- relations and integrated market- “Super Fro-Yo,” a super nutri- Present clients include Grill tant, health benefits, functional ing communications firm, we tional classification that distin- Daddy and such spirits brands and locally sourced foods, pack- specialize in launching new guishes the brand from others in as anCnoc, Balblair, Old aging innovations and “green” products, re-launching icon the category. Pulteney, Speyburn, Mekhong, products have become the latest brands, and building and sus- Caorunn Gin, and Thailand’s media darlings. Our targets are taining visibility with our pro- TRUTH BE TOLD, number one selling beer, Chang no longer just food and wine prietary launch process. INC. Beer. editors and the trade press, but In 2010, we helped to cele- Rosica’s services include also everyday consumers that brate the 65th anniversary of media relations, Internet mar- become social media ambassa- client Baskin-Robbins when the 183 Madison Avenue, Suite 1201 keting, (i.e., social media, blog- dors, celebrity influencers, brand retired five classic fla- New York, NY 10016 ging, search engine optimiza- health and lifestyle reporters in vors. The campaign resulted in 212/477-8090 Fax: 212/213-4482 tion and online reputation man- consumer lifestyle outlets and national and regional print and agement), media events, cause [email protected] food, wine and entertainment broadcast media coverage, www.tbtpr.com marketing, new product intro- bloggers. including ABC Evening News ductions, and crisis communica- Our food and beverage with Diane Sawyer. tions. 9350 Wilshire Blvd., expertise at the heart of our Agency services include mes- Suite 324 Life+Style specialty, allowing saging, media relations, social Beverly Hills, CA 90210 us to tap not just our traditional media strategy and execution, 310/550-7200 The April issue of O’Dwyer’s will feature a PR knowledge, but our connec- special events, crisis communi- Fax: 310/550-7240 company profiles section on social media tion to celebrity chefs, master cations, spokesperson training, PR, and a separate profiles section show- sommeliers and health and well- influencer outreach, brand Stacy Kaplan and Amanda casing video and broadcast services. ness experts. We have a passion development, launch consulting, Schuon, Founders for what’s new — tracking in Immersion Marketing® and cre- real time the latest social media ative services. Learn more about If you would like your firm to be listed, trends in the food and beverage how Schneider Associates Truth Be Told, Inc. is a pre- contact Editor Jon Gingerich at 646/843- space and closely following launches products, services, mier public relations, brand 2080 or [email protected] development, event manage- food-focused reality television companies and communities at Continued on page 34 — and transforming ourselves www.schneiderpr.com

32 MARCH 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Marchmagazine:Layout 1 2/25/11 4:53 PM Page 33

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PROFILES OF FOOD & BEVERAGE PR FIRMS

also a Dean’s Circle supporter. advocates in this new era of Edelman, Pollock engagement. Clients include Communications, PMK many of the world’s leading food Associates, Inc., Fleishman- companies, such as Kraft Foods, Hillard, and Ketchum have also Campbell Soup Company, supported the creation of the McCormick, Mars, Inc., Ocean program. Spray, Yum!, Unilever, Pinnacle, Courses begin September, Nestle and ALDI. Programs 2011. Information, including include the iconic Weinermobile, scholarship opportunities and Pepsi Refresh (digital), the first- tuition for corporate groups is ever “face from space” for KFC online at nutri- and the introduction of Weight tion.tufts.edu/certificates or by Watchers PointsPlus with email at nutritioncertifi- Jennifer Hudson. [email protected]. Weber Shandwick also has deep expertise in turning com- WEBER modities into brands with award- SHANDWICK winning campaigns for the Milk Zenzi’s cause marketing campaign for Dreyer’s & Edy’s supplied Fruit Processor Education Program (National Milk Mustache “got Tree Orchards to communities in need of a fresh fruit source for 676 North St. Clair, Suite 1000 milk?” campaign), National Pork years to come. Chicago, IL 60611 Board and Cherry Marketing 312/988-2300 Institute. www.webershandwick.com marketing concepts, promotions ZENZI TRUTH BE TOLD, INC. and events, corporate identity , Vice Chair and cause-related programming. Gail Heimann Continued from page 32 Cathy Calhoun, President, North America 646 Valley Ave., Suite C TUFTS UNIVERSITY Janet Helm, MS, RD, Chief Food Solana Beach, CA 92075 and Nutrition Strategist, North 858/523-9020 ment, and entertainment agency FRIEDMAN America www.zenzi.com with offices in New York and SCHOOL OF Los Angeles. Founders Stacy Weber Shandwick has built Sarah Hardwick, Founder & Kaplan and Amanda Schuon are NUTRITION one of the largest food and nutri- CEO perfectly contrasting and com- tion practices in the country — Julie Lyons, Vice President of Food/Beverage plementary in their approach to 150 Harrison Avenue with proven expertise in brand clients, demonstrated by the Boston, MA 02111 building, consumer education partnership they have forged. 617/636-3737 campaigns, influencer outreach, Zenzi is an integrated PR and In its ninth year, Truth Be Told [email protected] scientific communications, social media agency dedicated is a front runner among commu- [email protected] issues management and crisis to helping companies of all nications agencies as public rela- www.nutrition.tufts.edu counseling. sizes cut through the clutter, tions pulls up its chair and takes The Food & Nutrition practice stay ahead of the competition its rightful place at the marketing Paul Giguere, Sr. Director of Academic Initiatives is staffed by some of the indus- and “Be Known.” Founded in table. Known for their profes- Mark Krumm, Director of try’s most strategic senior coun- 2002, the Zenzi team is passion- sionalism, integrated, strategic Communications selors and content experts — ate about all things food and and creative programming, including registered dietitians, adept at leveraging innovative Truth Be Told focuses primarily Tufts Friedman School of PhD nutrition scientists, former tactics including cause market- on luxury lifestyle brands Nutrition Science and Policy and current journalists and ing, crowdsourcing and mobile. including: wine and spirits, pub- announces graduate-level online trained chefs. These imbedded On behalf of Dreyer’s Fruit lishing, youth and baby, travel, courses which award a certifi- experts have extensive experi- Bars, Zenzi’s Communities hotels, hospitality, entertain- cate in Nutrition Science and ence in public-private partner- Take Root campaign successful- ment/celebrity, cultural institu- Communications for Public ships, alliance building, food and ly built brand awareness, loyal- tions, beauty, fashion and acces- Relations Professionals. agriculture policy, food regula- ty and engagement through a sories. Accredited courses are taught tions, sustainability and food partnership with the Fruit Tree Truth Be Told reaches the by the renowned faculty of Tufts safety. Planting Foundation. In less “trenders, spenders and recom- and maintain identical academic Weber Shandwick has created than three months, 70,000 peo- menders,” on both coasts by standards to those offered to our a unique niche as nutrition com- ple went online to vote for an focusing on long-term strategy degree-track students. The munity managers by building orchard in their community. rather than quick hits. With Nutrition Science and and supporting the Nutrition Zenzi took crowdsourcing to a sound judgment and common Communications program Blog Network, the first aggrega- new level for Chiquita Brands, sense, this boutique firm pro- builds on the strength of the tor of blogs written by registered promoting a contest for con- vides small agency service with School’s communications grad- dietitians. The firm has provided sumers to design the iconic blue big agency reach. Senior level uate programs, recognized by social media training for the stickers featured on millions of involvement at every stage of the food industry as the leading American Dietetic Association bananas and garnering top-tier programming, allows Truth Be program in the United States. and maintains a proprietary net- coverage in New York Times, Told to provide big-picture The online courses provide an work of dietitians across the TIME and Fast Company. branding that goes well beyond opportunity for midcareer pro- country that is deployed on Whether it’s sampling a product traditional public relations. fessional to advance their behalf of clients. on college campuses, industry Service offerings include: knowledge while they work. Whether launching a new thought leadership, blogger out- media relations, brand building FoodMinds LLC, is the found- product or repositioning a brand, reach or online marketing, events, social media utilization, ing Dean’s Circle sponsor of the Weber Shandwick uses an Zenzi has the connections and product launches, integrated program. Weber Shandwick is insight-driven approach to build expertise to do it all.

34 MARCH 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Marchmagazine:Layout 1 2/25/11 4:54 PM Page 35

O’DWYER’S RANKINGS OF FOOD & BEVERAGE PR FIRMS

1. 28. Edelman New York $51,947,570 Lambert, Edwards & Assocs. Grand Rapids, MI 419,728

2. 29. APCO Worldwide Wash., D.C. 6,546,408 Trevelino/Keller Comms. Atlanta 300,000

3. 30. Hunter PR New York 5,669,985 Kaplow New York 300,000

4. 31. FoodMinds Oakbrook Terrace, IL 5,651,110 Catalyst PR New York 300,000

5. 32. Regan Communications Group Boston 3,800,000 Richmond PR Seattle 292,352

6. 33. RF | Binder Partners New York 3,500,000 IW Group W. Hollywood, CA 284,000

7. 34. 5W Public Relations New York 3,055,177 Morgan & Myers Waukesha, WI 275,699

8. 35. Coyne PR Parsippany, NJ 2,571,000 Seigenthaler PR Nashville 274,911

9. 36. RL PR & Marketing Los Angeles 1,902,034 Levick Strategic Comms. Wash., D.C. 255,582

10. 37. Dye, Van Mol & Lawrence Nashville 1,602,615 BizCom Assocs. Addison, TX 230,000

11. 38. Zeno Group New York 1,336,662 BLAZE Santa Monica, CA 181,140

12. 39. O'Malley Hansen Comms. Chicago 1,319,000 Red Sky Public Relations Boise 170,566

13. 40. Linhart PR Denver 983,794 Maccabee Group Minneapolis 170,207

14. 41. Kohnstamm Comms. St. Paul, MN 857,869 TransMedia Group Boca Raton, FL 170,000

15. 42. zcomm Bethesda, MD 825,792 Luckie Strategic PR Birmingham, AL 157,559

16. 43. Lane Public Relations Portland, OR 816,627 Zeppos & Assocs. Milwaukee 154,917

17. 44. Schneider Assocs. Boston 772,750 The Kotchen Group Hartford, CT 150,930

18. 45. Allison & Partners San Francisco 651,859 CooperKatz & Co. New York 150,476

19. 46. JS2 Communications Los Angeles 642,000 McNeely Pigott & Fox Nashville 115,851

20. 47. Lee & Assocs. Los Angeles 636,000 New West Louisville 115,091

21. 48. The Kotchen Group Farmington, CT 513,431 Rosica Public Relations Parsippany, NJ 91,146

22. 49. The Rogers Group Los Angeles 504,232 Travers, Collins & Co. Buffalo 73,052

23. 50. VPE PR S. Pasadena, CA 501,370 Vollmer PR Houston 64,501

24. 51. M/C/C Dallas 500,000 Boardroom Comms. Plantation, FL 50,000

25. 52. Pierson Grant PR Ft. Lauderdale 478,050 Rasky Baerlein Boston 48,373

26. 53. Charleston | Orwig Hartland, WI 457,428 Intermark Group Birmingham, AL 37,000

27. 54. Gregory FCA Comms. Ardmore, PA 435,000 rbb Public Relations Miami 20,000

OPINION Professional Development

PR ethics (or lack thereof) comportment, no transgression goes By Fraser Seitel unpunished. lance or rationalizing the defense of thugs is #3. Sanction seriously flawed. And one would hope that It’s probably unlikely to expect a trade ome years ago, a friend of mine in retrospect, each firm conducts its own association that is too timid to even mention worked for the biggest public rela- internal soul-searching to determine how a dues paying member’s ethical failings to Stions agency in the world. much retainer income its reputation is be willing to penalize that member for its A dreaded vice chairman at the firm was worth. questionable conduct. But what a signal it notorious for “step- Soul-searching would also be wise for would send to the PR business and the vast ping on” the time those associations that look over the prac- army of PR skeptics abroad in the land. sheets of subordi- tice of PR, in particular the Public Relations “Impossible,” you say. nates, i.e. adding his Society of America and the Council of For inspiration, the PRSA or the Council $500/hour billing rate Public Relations Firms. Both are fine of Public Relations Firms need only look at on top of an account’s organizations, run by competent individu- a sister organization in, of all places, the monthly statements, als. Middle East. even though he had But both have been sadly silent not only Yes, the Middle East, where the Middle done nothing to assist in response to these four most recent cases East PR Association fined a Dubai member in the account’s of PR agency ethical abuse, but in the cause firm $4,000 for doctoring and then distrib- Fraser P. Seitel has management. of PR ethics generally. Both PRSA and the uting a photo from the group’s awards ban- been a communications Council have wonderful Codes of Ethics. quet, that removed the logos of competi- consultant, author and The end result was teacher for 30 years. He that clients would But these codes are toothless if the leaders tors. is the author of the unknowingly be of these groups refuse to stand up when one MEPRA put the firm on probation and Prentice-Hall text, The billed an extra couple of their members violates the standards required its staffers to sign the association’s Practice of Public of thousand clams a established. ethical code and receive ethical training. Relations. month for work that What could PRSA or Council of PR The head of the agency acknowledged its was never done. Firms leaders do relative to ethics enforce- “undeniable mistake.” My friend brought this up at lunch one ment? How ‘bout these for starters? In this country, the birthplace of PR, day with the long term CEO of the agency, #1. Speak PRSA apologists argue that the association who was aghast. “I’ve heard reports of this The first thing an association executive has never been successful at sanctioning before. I’ll look into it,” he promised. But should do when a member has violated members and has abolished its mechanism months later, the vice chairman was still association ethical policy is to speak out for prosecuting or persecuting malpractice. steppin’, and the kindly CEO, who was about the infraction. “Do we want to be known,” they ask, “for subsequently canned, hadn’t said a word. Acknowledge as to how the conduct vio- the number of practitioners we try to kick This tale of yore comes to mind in the lates what the association and its industry out each year, or rather, by the thousands of sudden outbreak of ethical lapses among stand for. Other professional organizations practitioners we help to be more ethical and public relations agencies. – the advertising industry or the medical or more appropriately professional each This year alone: legal profession, for instance — aren’t year?” • The former head of Fleishman-Hillard’s reluctant to speak out or write about mem- How ‘bout both? Los Angeles office was ordered to start bers who violate ethical precepts. #4. Study serving three and a half years in the slam- Talk may be cheap, but in cases of PR Finally, if nothing else, the associations mer for padding consulting bills. agency ethical violation, silence — particu- responsible for the PR business should lead • The SEC charged an employee of larly for a profession that carries the mantle the charge to examine how PR profession- investor relations firm Market Street of ethics as a basis for its relevance — is far als regard the issue of “ethics.” Partners with taking money to provide worse. The last serious study of PR ethics was acquaintances inside information about #2. Censure done 11 years ago by PR Week magazine, Google earnings. When Charlie Rangel thumbed his nose which interviewed 1,700 public relations • Greenpeace alleged that two PR firms, at Congressional ethical rules and refused executives and found, among other aston- Ketchum and Dezenhall Resources, waged to acknowledge the severity of his abdica- ishing conclusions, that “44% were uncer- a campaign to steal confidential information of the public trust, the House censured tain about ethics in the field” and that “25% tion, to benefit clients Dow Chemical and him. lied on the job.” Sasol North America. Some decried the censure as “toothless,” These findings were so unnerving to a • Lawyer-turned-PR man Lanny Davis of in that the 40-year congressman was field that prides itself on ethical conduct, Lanny Davis & Associates belatedly allowed to keep his seat and his rent-con- that no association, university or agency resigned as spokesman for Ivory Coast trolled apartments, and otherwise emerge since has summoned up the courage to strongman Laurent Gbagbo, after pocket- unscathed. repeat the study — perhaps fearful of the ing $200,000 to defend the defeated presi- But even the obtuse Rangel himself notoriety that similarly damaging findings dent, whose death squads terrorized the admitted that the censure was an “embar- would have on the practice. country and infuriated the international rassing and painful experience” that had left But the time for new research is now. community. a blot on his record that would never be If PRSA or the Council of Public Obviously, such ethical transgressions wiped away. Relations Firms is interested at all in reflect poorly on Fleishman, Ketchum, Similarly, if PR associations publicly “standing up” for what they claim they Dezenhall and Davis. An agency culture “censured” ethical violators, this would “stand for,” a good place for them to start that encourages, or even permits, bill serve a similar purpose, of letting agencies would be to dust off and update the PR padding, insider trading, illegal surveil- know that in an industry based on ethical Week ethics study.

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Financial Management What to know about 2010 tax relief act – Part II By Richard Goldstein car pooling center. The value of the $5 million threshold. Unfortunately, parking exceeding $230 per month is after 2012, the exemption reverts back to ast month’s column discussed taxable. $1 million. changes made by The Tax New tax law For the first time, married individuals LRelief, Unemployment Insurance The 2009 Stimulus Act increased the who don’t use up their estate tax exemp- Reauthorization and Job Creation Act. tax-free transportation limit to $230 as tion will be able to pass along unused This month’s col- discussed above. This $230 limit was set amounts to the surviving spouse. For umn will discusses to expire at the end of 2010. The new tax example, if a husband dies and uses $3 some additional law extends the increased limit for tran- million of the estate tax exemption, the provisions. Employer trans- sit passes and/or van pooling through remaining $2 million will pass to his portation changes 2011. Also, the IRS recently announced surviving spouse whose estate tax that the 2011 tax-free monthly limit for exemption will now be $7 million. In PR agencies can transit passes and/or pooling is $230 other words, unused exemptions of provide their (same as 2010). individuals who die in 2011 and 2012 employees with If your agency does not have a (but not 2010) will be “portable.” Richard Goldstein transportation bene- transportation program in place, consid- Unfortunately, unless Congress acts, this is a partner at fits that are tax free er the benefit. When an employee pays new provision will sunset after 2012. Buchbinder Tunick & within limits. There Company LLP, New part or all of the cost of public trans- In fact, for now, all the provision will are three categories York, Certified Public portation by a pre-tax payroll deduction, revert back to old law if you live past Accountants. of benefits: bicycle he or she can set aside up to $230 2012. commuting reim- monthly on a pre-tax basis. The employ- Gift changes bursements, parking, and transit passes ee saves federal withholding and FICA Good news here. The Tax Act sets the and commuter transportation in a van, payroll taxes on the amount deducted. lifetime gift tax exemption for 2011 and bus or similar highway vehicle. An The PR agency saves paying FICA on 2012 at $5 million — with 2012 indexed employee may receive benefits from the amount deducted. for inflation. Thus, the gift and estate tax each category as long as the monthly Estate tax are equalized for 2011 and 2012. This is limit is not exceeded. If benefits do You may remember that as a result of exceed the monthly limit, the excess is a significant improvement over the pre- Congress not dealing with the estate tax vious $1 million exemption (which con- treated as wages subject to income and laws, it allowed the estate tax to be tinues to apply for 2013). Therefore, an payroll taxes. Transit passes/commuter repealed for estates of individuals dying unmarried person can give away up to transportation benefits and parking ben- in 2010. Prior estate tax law allowed a $5 million in property and married per- efits may be provided through a salary- step up in basis to fair market value on sons $10 million. The tax rate on 2011 reduction arrangement. If this is in the date of death for assets inherited and 2012 gifts in excess of the $5 mil- effect, employees can receive tax-free from individuals dying before 2010. By lion exemption is 35%, same as the benefits for commuting. way of example, an individual owning Transit passes 1,000 shares of ABC PR at a cost basis estate tax rate. The combined value of employer pro- of $1,000 dies in 2009. The stock is By way of an example: Mary, a very vided transit passes plus commuting … transferred to a friend, fair market value successful 70-year-old owner of a PR is tax free up to $230 per month. If the $100,000 at the date of death. The friend agency wants to transfer 50% of her PR value of benefits for a month does not receiving the stock subsequently sells it agency to her son John, age 35 who equal $230, the unused amount is lost for $200,000 in 2011. The capital gain is works for mom. The value of the 50% and may not be carried over to other $100,000 not $195,000. interest is $4 million. Assuming Mary months. Prior to the Tax Relief Act, individuals made no prior gifts and ignoring the The exclusion above only applies to dying in 2010 were not subject to the annual gift tax exemption, there will be regular employees. Partners, more than estate tax and permitted a modified no gift tax on the transfer. Assuming 2% shareholders, and independent con- stepped-up basis for assets inherited. Mary dies three years after the gift, only tractors who are provided passes can (This provision is not discussed in the the value of the remaining stock will be exclude from income taxes up to $21 per column.) included in her estate. If Mary waits to month as a tax-free de minimis benefit. The new tax law establishes for estates 2013 to make the gift, it is possible the Parking of individuals who die in 2011-2012 a gift tax exemption will only be $1 For regular employees, the value of $5 million federal estate tax exemption million. Caution: there can be a state gift employer-provided parking spots or sub- with the 2012 amount indexed for infla- tax. States are not obligated to follow sidized parking is tax-free up to $230 tion. (Note, an election can be made for any of these changes. For example, New per month. The parking must be on or certain descendants dying in 2010 to fol- York State estate tax provisions to do not near the employer’s premise, at a mass low the 2011-2012 changes.) Large follow the federal changes. However, transit facility such as a train station or estates will be taxed at 35% above the New York does not have a gift tax.

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OPINION Guest Column Bill-O blitzes Obama By Kevin Foley Bowl. The result was another glaring example of why Obama’s ill O’Reilly used to be a mediocre PR team is butchering their man’s TV reporter who found marginal presidency. Bfame hosting a gossip show called By one count, O’Reilly — pre- “Inside Edition,” which he once claimed dictably — cut the President of had won a prestigious Peabody Award until the United States off more than Al Franken discovered he was fibbing. 40 times, surpassing even Fox Later O’Reilly became the big dog at Fox colleague Bret Baier’s record for O’Reilly grills Obama during a Super Bowl Sunday interview. News, where he vents his spleen Monday rudeness when he sat down to through Friday in the interrupt Obama last year. guise of a serious It was a performance that went well common courtesy not to interrupt. One journalist, usually beyond disrespectful. Impartiality was should especially mind their manners when targeting anything blown away in a hurricane of O’Reilly talking with the most powerful man in the Democratic or hubris. world. progressive. “That interview … is the most widely So how is it Fox’s blowhard-in-chief ever Bill-O is brassy, viewed interview, I think, of all time got through the front door? In fact, why is bullying and opinion- because of the Internet,” O’Reilly crowed Fox News still afforded White House press ated. In other words, after verbally mugging Obama. “I wanted credentials at all? Where’s the upside? Kevin Foley is a perfect fit for Fox. people who don’t know Fox News and all Fox has long since dropped the pretense President of KEF Media So why President they hear about is the liberal media defin- of being anything other than a 24-7 com- Associates, an Atlanta- Barack Obama ing us to know that we don’t have any per- munications organ for the far right wing of based producer and dis- would give this insuf- sonal animus against the President of the the Republican Party, according to a for- tributor of sponsored news content to televi- ferable lout the time United States.” mer Fox News employee who came for- sion and radio media. of day is anyone’s O’Really? ward this week to confirm what many have guess. But there he Serious journalists interested in facts and known for some time. was, sitting for an insight customarily let the interviewee “It is (Fox’s) M.O. to undermine the interview with O’Reilly before the Super complete his thoughts. That, and it’s just administration and to undermine Democrats,” the anonymous source told MediaMatters for America, a liberal media watch dog group. “They’re a propaganda outfit but they call themselves news. You have to work there for a while to understand the nods and the winks.” The nods and winks seem to be coming from the very top, where former GOP operative and Fox News president Roger Ailes recently called Obama a “socialist.” “… if you watch most of the programming on that channel, I don’t think you would find many of those comments sur- prising,” responded Robert Gibbs, former White House Spokesman. The president has admitted he’s having trouble getting his messages across to Americans. So why pretend Fox is objective and wants to help? It’s like Burger King inviting McDonald’s to review its newest sandwich. No good can come of it. Yet the president’s PR people let the “fair and balanced” Fox “reporter” make a Bozo bop bag out of Obama. It’s all red meat for an audience who mostly didn’t vote for Obama and mostly hate him and all he represents, thanks largely to Fox and its on-air news and opinion talent. The president was a heavy underdog going in and the field was tilted in Bill-O’s favor. Obama never had a chance.

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PEOPLE IN PR

schools. It employs 400 people and has a Simmons trades budget of more than $130M. Disney for DC Comics The Florida Lottery is currently rolling out instant ticket sales machines throughout the Sunshine State. ourtney Simmons has moved from the VP/Communications slot at CDisney Interactive Media Group to Canna checks in at head publicity for Warner Bros.’s DC Entertainment in Burbank, Calif. GCI Health WB last fall moved to integrate DC Charlotte Otto & Doug Schoen Entertainment more closely into Warner lisia Canna, who was Executive Bros. to build more platforms for DC and P&G. VP and Deputy GM of Porter Comics characters Schoen is a Fox News contributor and ENovelli’s healthcare practice, is like Green Lantern author of 10 books, his latest being “Mad now at GCI Health. Assuming and Batman. As Hell: How the Tea Party Movement Is the Director of Simmons takes a Fundamentally Remaking Our Two-Party Consumer Health Senior VP role to System.” He will counsel clients on slot, Canna reports handle PR strategy issues management, corporate reputation to CEO Wendy for DC Comics’ and PA. Lund. characters, in addi- Otto stepped down from P&G in 2010 Lund says Canna’s tion to overseeing after a 13-year stint as its top global PA role will be to make media relations and and external relations officer. She handed sure GCI considers Courtney Simmons internal communi- media relations, product publicity, the “patient’s point cations for the employee/shareholder communications, of view” in its company. She also government affairs and philanthropy outreach efforts. Elisia Canna has oversight of its New York-based under five CEOs of the Cincinnati-based Canna has handled publicity team. consumer powerhouse. campaigns for She reports to Executive VP John Rood, Nicorette, Great American Smokeout, who said Simmons is joining at a time Benadryl and AdvilPM. She also did PR when the company is working the comics PR pro hits jackpot in for prescription brands dealing arthritis, business into WB’s films, video games, dermatology and mental health. TV and consumer products. Florida GCI, which is a WPP property, has MAD Other DC properties include more than 80 staffers. magazine and Vertigo Publishing. ew Florida Governor Rick Scott Earlier in her career, Simmons was at has named Florida Lottery PR Sony Online Entertainment on the PR Nchief Cynthia O’Connell head of launch of DC Universe Online, a gaming the nation’s No. 3 lottery. She is upped Lieberman press sec venture with Warner Bros. from the Director of Research and She previously headed media relations Promotions post. to NBC and government affairs for The LEGO O’Connell ran O’Connell Consulting Group and headed PR for The Six Flags before joining the Lottery. Earlier, she rika Masonhall, Press Secretary for Theme Park in Los Angeles. was at Hill & lame duck Sen. Joe Lieberman (I- WB rival Disney bought DC rival Knowlton, where EConn.), has left for a PR slot at Marvel comics in a $4 billion deal in she worked as sen- NBC News. 2009. ior VP and GM of Masonhall has been tapped to manage its Tampa office, communications for “NBC Nightly News and Weber with Brian Williams,” “Meet the Press” Schoen, Otto advise Shandwick. and the network’s political reporting unit. The widow of She was previously a communications Weber Shandwick Florida Supreme staffer for the Democratic Leadership Court Justice and Council before joining Lieberman in eber Shandwick has tapped Cynthia O’Connell University of 2007. pollster Doug Schoen and Florida president Amid a difficult political climate for the Wlongtime Procter & Gamble Stephen O’Connell Democrat-turned-Independent, PR chief Charlotte Otto as senior advi- is a UF trustee. Lieberman said last month that he would sors and members of its corporate Scott praised O’Connell’s “impressive not seek a fifth term. strategic advisory board. record of leadership and brand manage- NBC has also promoted Meghan Pianta With Burson-Marsteller chief Mark ment.” He is confident that O’Connell to publicist under Masonhall and upped Penn, Schoen is founding partner of will improve the Lottery’s goal of “maxi- “Today” publicist Megan Kopf to WPP’s Penn, Schoen & Berland. He has mizing revenues for the enhancement of director. counseled Bill Clinton, New York Mayor public education.” All report to Lauren Kapp, Senior Mike Bloomberg, ex-Indiana Governor/ The Lottery had ticket sales of $3.7B VP, NBC News Marketing and Senator Evan Bayh, Time-Warner, AT&T during last year, of which $1.2B went to Communications.

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WASHINGTON REPORT Carney debuts as White House Press Secretary

ormer Time correspondent and bureau chief Jay Carney made his White House press secretary debut on FWednesday, drawing praise with a relatively uneventful but well-attended briefing. Carney’s first question from the White House press corps asked how he sees his role as a press secretary and former journalist. “We obviously all here serve the President. I work for him,” he said. “But the press secretary is a unique position within a The scope of work is wide-ranging, from strategic planning and White House. And not just because I’m a former journalist, content development to social media management, web design because I think every press secretary understood this and and technical analysis of its online operations. understands it — I work to promote the President and the message that he’s trying — the messages he’s trying to convey to Cassidy goes to bat for the American people.” Carney added that he also works to Bangladesh help reporters do their jobs. “So I think it’s been said before that the office that assidy & Associates is working for the Institute for U.S.- the press secretary has is somewhat sym- Bangladesh Relations (Leesburg, Va.) to improve the bolically located about halfway between Crelationship between the two nations. the briefing room and the Oval Office, Bangladesh has been rocked last month by clashes between riot and I think that says something about Jay Carney police and investors upset with the big price declines at Dhaka what the nature of the job is,” he said. Stock Exchange. The Muslim country, which bills itself as the Keith Koffler, the veteran W.H. corre- “undiscovered gem of Asia,” is eager to offset the drop in remit- spondent who pens the White House Dossier blog, called tances by Bangladeshis abroad. Carney’s debut “smooth and unruffled” and said he “sounded Perched between China and Pakistan, Bangladesh woos U.S. like he’d been press secretary for about six years.” businesses by touting its strategic location, low-cost workforce He added that “overall, as a professional matter, an excellent and expanding information technology sector. performance. Carney was under extreme pressure, and he Cassidy’s COO Gregg Hartley is working the Institute’s busi- pulled through. Even made it look easy.” ness. He is assisted by Senior VP Mark Clack, a veteran of Sen. Writing for GQ, Ana Marie Cox called the debut “less a Ben Cardin’s (D-Md.) staff, and Molly Mark, who worked for news event than a ritual.” former Sen. Jim Jeffords (I-Vt.). She wrote: “He performed as well as anyone in the position Cassidy had worked for Pakistan, which Bangladesh split from can be expected to: He made no news — not-making-news is in 1971 after a bloody civil war, until last January. in the press secretary’s job description. He was minimally charming and maximally on point. He wore a dark maroon tie Ketchum’s Martin to PhRMA with blue stripes.” The White House also said that deputy press secretary Bill Burton is leaving the administration to set up a political con- he drug industry’s top trade group has recruited Ketchum sulting shop with former Rahm Emanuel adviser Sean senior VP Josephine Martin to head communications. TMartin tooke up the Executive VP, Public Affairs, post on Sweeney in D.C. March 1 at the Pharmaceutical Research and Manufacturers of America’s Washington, D.C., headquarters overseeing communications and alliance development. SBA eyes web overhaul PhRMA chief Bill Tauzin stepped down last year. He was replaced by John Castellani, who previously headed the Business he U.S. Small Business Administration is overhauling its Roundtable. Ken Johnson, a former aide to Tauzin, previously online communications and improving its website func- served as Senior VP of Communications for the group. Ttionality and engagement with citizens. Martin was Senior VP of Public Affairs at Ketchum and held The Obama administration is promoting small business and agency posts at GolinHarris and National Media Inc. SBA programs to boost economic recovery, although some She was VP of Communications for the American Red Cross members of Congress, which controls the agency’s budget, have and also has trade association experience as a former Senior VP said they are eyeing cuts to the SBA. of PA for the Federation of American Hospitals. The 60-year-old federal agency plans to spend between $500K PhRMA has added Cassidy & Assocs. to its lobbying line-up to and $30M for its duration, which could stretch from 10 months deal with Food and Drug Administration issues and comparative to more than four years. effectiveness research matters, according to its federal filing. A firm will be awarded the business on an “all or none” basis, but Cassidy Vice Chmn. & COO Gregg Hartley spearheads the joint ventures can pitch if declared before the proposal deadline. five-member PhRMA team.

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International PR News Peace, CATO Institute, Freedom House, Israel Policy Forum, Livingston helped squelch Hudson Institute, Center for American Progress, Foundation for Middle East Peace, Human Rights Watch and Americans for Peace Egypt reform bid Now.

ivingston Group, the D.C. firm of former Speaker of the PPG introduces Kosovo House-designate Bob Livingston, received $132K from politico to D.C. LEgypt during the second-half of last year. A major effort was to help squelch support for an Egypt democ- racy and human rights resolution (Senate Resolution 586) that was rime Policy Group has an agreement to represent Agim put forward by Sens. John McCain (R-Ariz.) and Russ Feingold Ceku, the former Prime Minister of Kosovo and chief of the (D-Wisc.). PKosovo Liberation Army. The non-binding resolution called for election monitors and As leader of the Social Democratic Party release of political prisoners. It attracted a dozen co-sponsors but of Kosovo, Ceku is to brief policymakers on failed to make it out of the Foreign Relations Committee. the post-election landscape in his country. According to federal records, Livingston personally led the PPG’s agreement calls for a range of charge against the measure, contacting staffers in the offices of meetings in D.C. for Ceku with members of Republicans Jim DeMint (S.C.), John Barrasso (Wy.), Chris Bond the National Security Council, State Dept., (Mo.), Roger Wicker (Miss.), Jim Inhofe (Okla.), Robert Bennett House and Senate Committees on Foreign (Utah), Johnny Isakson (Ga.) and David Vitter (La.). Relations, U.S. Helsinki Commission, think Introduced in July, the resolution rapped the government of tanks and media. Agim Ceku Hosni Mubarak for continuing to “harass, intimidate, arbitrarily Special outreach is slated for New York detain, and engage in violence against peaceful demonstrators, Democratic Congressman Eliot Engel, who Photo: State Dept. journalists, human rights activities, and bloggers.” “maintains a keen interest in Kosovo,” The resolution said “unconditional support for governments that according to the engagement letter written by Lisa Cotter do not respect human rights undermines the credibility of the U.S. Colangelo, Senior International Consultant at PPG. and creates tensions, including in the Muslim world, that can be The current work is conducted on a pro bono basis, but PPG exploited.” looks to provide more service to the SDPK as the year progresses. The firm contacted various think tanks and NGOs on Kosovo declared independence from Serbia in 2008. Serbia has U.S./Egyptian ties and regional security matters in the Middle East. charged Ceku with war crimes. That roster includes Carnegie Endowment for International PPG is part of Burson-Marsteller. FARA News NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals.

Alston & Bird LLP, Washington, D.C., registered February 4, 2011 for Taipei Economic and Cultural Representative Office in the United States, Washington, D.C., regarding promoting travel by members of the U.S. Congress to Taiwan, facilitating meetings with members of President Obamaʼs Cabinet and other senior Administration officials, and more.

Blank Rome Government Relations LLC, Washington, D.C., registered January 13, 2011 for Moroccan American Center for Policy, Washington, D.C., regarding supporting the work of the principal, Embassy staff and other consultants to advance the interests of the Government of Morocco with U.S. foreign policy decision-makers and opinion leaders.

The Fratelli Group, Washington, D.C., registered January 14, 2011 for the Government of the Republic of Korea, Embassy of the Republic of Korea, Washington, D.C., regarding providing public relations and consulting services. Lobbying News NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit http://sopr.senate.gov.

Brown Rudnick LLP, Washington, D.C., registered February 4, 2011 for Amazon.com, Seattle, Wash., regarding Internet security.

Capitol Hill Strategies, LLC, Washington, D.C., registered February 9, 2011 for Mortgage Bankers Association, Washington, D.C., regarding reform of Government Sponsored Enterprises (GSEs) and residential mortgage interest deduction.

Crowell Strategies, LLC, Chevy Chase, Md., registered February 11, 2011 for Google, Inc., Mountain View, Calif., regarding energy, green technology, wireless policy, copyright and telecomm competition.

The Glover Park Group LLC, Washington, D.C., registered February 14, 2011 for BNSF Railway Company, Fort Worth, Texas, regarding representing an array of issues whose outcomes will be influenced by the reauthorization of the surface transportation bill.

Greenberg Traurig, LLP, Washington, D.C., registered February 11, 2011 for National Community Pharmacists Association (NCPA), Alexandria, Va., regarding healthcare legislative and regulatory issues affecting independent community pharmacies.

MARCH 2011 WWW.ODWYERPR.COM 41 Marchmagazine:Layout 1 2/25/11 4:54 PM Page 42

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