Environmental Communications & & Public Affairs

Pg. 11 Pg. 20 Social media’s new GOP wages war advertising frontier. with Twitter. ENVIRONMENTAL COMMUNICATIONS & & PUBLIC AFFAIRS

Communications & new media Feb. 2010 I Vol. 24 No. 2

THE POLITICS OF CLIMATE CHANGE The myths, the myths surrounding the myths, and the industry leaders that fund the misinformation machine.

PLUS: CHEVRON’S OIL SPILL PR NIGHTMARE SUPREME COURT BACKS CORPORATE SPEECH February 2010 | www.odwyerpr.com RANKINGS OF TOP PUBLIC AFFAIRS FORMER BUSH STAFFER SPEAKS AND ENVIRONMENTAL PR FIRMS IMITATED OFTEN IMITATED OFTEN

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Vol. 24, No. 2 february 2010 CONTENTS

EDITORIAL STRAIGHT TALK WITH AN Global warming deniers need to ENVIRONMENTAL PRO come up with a new strategy. Aric Caplan discusses the trends 6 18 and politics shaping green communications. 10 HULU MULLS CHARGING FOR STUDY SHOWS GOP OUT- VIDEO CONTENT TWEETS DEMS. The popular joint venture video site Republican members of is debating on whether to begin a paid8 20Congress outpace Democrats in almost subscription service for some content. every category of Twitter use.

JARVIS: NEWSPAPERS MAKOVSKY AT 30 SHOULD PAY GOOGLE Founder Ken Makovsky cited Blogger Jeff Jarvis speaks at a Jan. teamwork and high morale as 19 panel discussion sponsored by Dow8 21 key reasons for success. Jones and the Wall Street Journal. 14Cover and insert photo: Michael O’Shea. CHEVRON’S BATTLE OVER PROFILES OF PUBLIC AFFAIRS OIL CLEAN-UP ENDS & ENVIRONMENTAL FIRMS Environmentalists speak out www.odwyerpr.comDaily, up-to-the minute PR news against Chevron’s alleged contamination10 in 22 the Ecuadorian Amazon. RANKINGS OF PUBLIC AFFAIRS & ENVIRONMENTAL FIRMS GROWTH CONTINUES FOR 33 SOCIAL MEDIA ADS, TRAFFIC Now the most popular online WASHINGTON REPORT activity, social media is growing each11 year as a top source for advertising revenues. 40 COLUMNS SUPREME COURT BACKS CORPORATE SPEECH The PR community speaks out PROFESSIONAL DEVELOPMENT regarding the Supreme Court’s 12 recent 34 Frasier Seitel EDITORIAL CALENDAR 2010 decision to allow unlimited corporate FINANCIAL MANAGEMENT January: Crisis Comms. / Buyer’s Guide spending on political campaign ads. 36 Richard Goldstein February: Environmental & P.A. BE WARY OF ‘ADVERTISING’ MEDIA MATTERS March: Food & Beverage IN SOCIAL MEDIA 37 Jon Gingerich April: Broadcast & Social Media PR pros who take part in blog conversations are legally “advertis- 13 GUEST COLUMN May: PR Firm Rankings Bill Huey ers” and must identify who they represent. 38 June: Global & Multicultural GUEST COLUMN July: Travel & Tourism THE POLITICS OF Wes Pedersen CLIMATE CHANGE 38 August: Financial/I.R. MEDIA WORKSHOP In the wake of new climate legis- September: Beauty & Fashion lation, U.S. business has resorted 14 39 Jon Gingerich to 1980’s denial tactics. October: Healthcare & Medical PR BUYER’S GUIDE November: High-Tech CLIMATE POLICY SHAPES 42 NEW P.A. CHALLENGES PR MARKETPLACE December: Entertainment & Sports U.S. policymakers will be 43 wrestling with complex climate and16 energy ADVERTISERS issues for years to come. Adams Associates, John...... 11 KEF...... INSIDE COVER Butler Associates...... 19 Log-ON...... 31 Cerrell Associates...... 5 Omega World Travel...... 35 Davies...... 7 PIMS...... BACK COVER Dilenschneider Group...... 3 Ruder-Finn...... 29 Envirocomm...... 9 Stanton Communications...... 17 Environmental Tech. & Comms...... 20 TV Access...... 34 Fleishman-Hillard...... 25 Widmeyer Communications...... 13

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EDITORIAL An appeal to logic for global warming deniers

rom the very start, a bad relationship has existed between us and the world we live EDITOR-IN-CHIEF in. We are constantly changing the landscape of our environment to suit our needs. Jack O’Dwyer FWe are wired to see patterns; our brains have evolved to notice sudden aberrations [email protected] in our field of vision. It’s for this reason we run from a predator and wear seat belts to protect us from immediate danger, yet bat an eye when asked about melting ice caps ASSOCIATE PUBLISHER Kevin McCauley thousands of miles away. We aren’t afraid of forces we can’t see, even ones we agree [email protected] exist but will only kill us slowly over time. Immediacy loses its luster when no single nation, no company, no person or technology can be blamed on carbon emissions. EDITOR The question then becomes: if we can understand our motives, if we can understand a fault Jon Gingerich in our logic, why can’t we change our behaviors? [email protected] The Intergovernmental Panel on Climate Change’s Fourth Assessment Report in 2007 estimated that moves to reduce greenhouse emission could result in a three percent decline in SENIOR EDITOR GDP. This is the kind of news policy makers don’t want to hear. Greg Hazley Because our behaviors won’t change, our policies and technologies have to. In those rare [email protected] instances when we enact long-term change, we have to trick ourselves into believing we’re doing the right thing by attaching immediate payoffs. Financial incentives are the only way CONTRIBUTING EDITORS to induce change. Similarly, if we are going to install a carbon tax, it’s the job of Congress to Fraser Seitel adequately explain where that money will go. Richard Goldstein There’s little doubt that climate change, in its most general context, is but one symptom of Christine O’Dwyer a series of natural phenomena that has governed the earth since its inception. Hosts of external forces (plate tectonics, orbital variations, solar luminosi- ADVERTISING SALES ty, ocean circulation) contribute to concentrations of John O’Dwyer greenhouse gases and their subsequent radiative Advertising Sales Manager transfer, and this has an undoubted influence on [email protected] the earth’s surface temperature over varying periods of time. Global temperatures go up, Joshua Fierman and sometimes they go down. Carbon diox- National Advertising Representative ide levels, like temperatures, rise and fall as [email protected] part of a wax and wane cycle the earth has always been subjected to. Jack Fogarty National Advertising Representative Global warming, on the other hand, is the [email protected] preposition that globally averaged temperatures near the earth’s surface have increased over time, resulting in glacial melting and higher sea lev- O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the els, lowered agricultural yields and unpredictable weather J.R. O’Dwyer Co., Inc., patterns. While human activity is not evident in all instances of climate change, there is over- 271 Madison Ave., New York, NY 10016. whelming evidence to suggest we have contributed significantly to the strength of the green- (212) 679-2471 house effect in one form or another since the industrial age, be it in the form of increased C02 Fax (212) 683-2750. emissions from fossil fuels, aerosols or deforestation. The difference in this notion and the former is vast. For one, temperatures do not “average out” over time. They continue to rise, © Copyright 2010 and due to an increase in water vapor in the atmosphere, which leads to feedbacks in further J.R. O’Dwyer Co., Inc. warming, they exponentially increase thereafter. If you believe global warming is a manufactured myth, and any instances of climate change OTHER PUBLICATIONS & are purely the result of natural variation, then there is a burden of proof to link climate change SERVICES: to its natural causality equal to that of the scientific community’s burden to show that human www.odwyerpr.com breaking news, activity is the cause of at least some of it. In other words, global warming’s deniers should commentary, useful databases and more. prove that human activity is not a factor in every instance of climate change, and the scientific community should prove that at least some instances of climate change are the result of Jack O’Dwyer’s Newsletter An eight- human activity. Instead, all we get is nonsensical pseudo-science naysaying from one side, page weekly with general PR news, media and a scientific community uninterested in engaging the public debate on the other. This must appointments and placement opportunities. change if we ever expect a real debate on this issue. One thing is certain: greenwashing doesn’t work anymore. Buzzwords, catchphrases and O’Dwyer’s Directory of PR Firms has listings of more than 1,850 PR firms through- ad campaigns that profile a company’s environmental “reputation” won’t do them any favors out the U.S. and abroad. if they’re falling behind in the world’s technological rat race. By rewarding those who offer science solutions, by investing in companies that develop renewable energy and energy effi- O’Dwyer’s PR Buyer’s Guide lists 1,000+ ciency programs that reduce carbon emissions and the release of greenhouse gas, we can products and services for the PR industry in 54 influence the decisions that are right for everyone. categories.

— Jon Gingerich jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 FEB. 2010 WWW.ODWYERPR.COM because #winning environmental issues demands compelling PHVVDJHV ÁDZOHVV strategy that overcomes

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LLosos AngelesAngeles WWaWashington,ashington, DCDC ChicagoChicago SantaSanta BarbaraBarbara MEDIA NOTES Hulu mulls charging for video content Media Briefs NYT TO INSTALL ONLINE METER By Jon Gingerich of followers, lest users migrate to compet- ing video sites or file torrenting substi- The New York Times will begin to tutes. Any drop in page views as the result charge for its online content next year, ideo website Hulu may soon begin of a switch could result in a backlash from installing a meter to allow readers free charging for a portion of its content, current site advertisers, which comprise access to a fixed number of stories every Vaccording to a January 21 article in the total of Hulu’s revenues. month. If the user exceeds the limit, a the Los Angeles Times. In January, YouTube teamed up with charge will be levied. Home delivery sub- The widely popular video site, a joint Sundance Film Festival to offer several scribers will get unlimited free access to venture between NBC Universal, Fox full-length festival films for “rent,” where the site. Entertainment Group and ABC, allows users can stream and watch selections for The company believes the metered sys- users to stream unlimited television pro- up to 48 hours for a fee of $3.99. Sales tem, like the one in place at Financial Times, gramming owned by the networks on figures so far have been disappointing. will provide the “necessary flexibility to demand, as well as some movies. Currently, Hulu partners with more than keep an appropriate ratio between free and The alleged shift in service could 250 Fortune 500 advertisers including paid content and staying connected to require a monthly subscription fee to Johnson & Johnson, McDonald’s, Visa, search engines.” The FT allows free access access some content ($4.99, according to Best Buy, DirectTV, GM, Intel, Nissan, to ten stories a month. the L.A. Times), while other content State Farm, Wal-Mart and Procter & The NYT has not yet decided how much would remain free as before. It is unclear Gamble. According to the company, Hulu to charge readers or the number of stories what portion of Hulu’s content would users see only 25% of the ads that appear that will be free on the site. Its executives require a fee-based subscription and what during their networks’ television pro- have been studying the shift from a free to would remain free. gramming. The website also shows a lim- paid site for more than a year. Sources indicate the site intends to ited number of display advertisements. The NYT website is the No. 1 newspaper retain its free, ad-supported model for the The world’s second largest video site, site, attracting more than 17M readers in foreseeable future, and any implementa- Hulu is now host to more 400 million the U.S. every month. tion of a pay or subscription feature would streams a month. Unlike YouTube, Hulu The NYT tested TimesSelect from 2005- exist solely as a small part of it current is available only in the U.S. 2007, a service that charged $49.95 for model. Hulu declined O’Dwyer’s request In October, Hulu was the recipient of a access to editorials and columns. More for a comment in this story. large commitment with Publicis Groupe than 200K people subscribed for the service Pay walls are a major gamble for online agency MediaVest. The media buyer allo- before it was killed to cash in on web ads. content providers. A subscription-based cated millions of broadcast ad dollars to In October, Long Island, New York daily payment model needs to be smart enough Hulu, a deal that will give MediaVest and Newsday put their entire web content to bring in new revenue, yet attractive its clients brand opportunities on the behind a pay wall. Free access is provided enough to retain the glut of its core group video site. to subscribers of Cablevision, owners of Newsday. In the months since, the site has Jarvis: newspapers should pay Google received only 35 outside subscribers. By Kevin McCauley Do?” blogs at Buzzmachine.com. He FACTIVA. directs the interactive journalism program The session was called “From at City of New York’s Graduate School of Newspapers to Twitter to Tablets: The ewspapers should pay Google for Journalism. Future of the News Business.” the traffic it directs to their web- Alan Murray, Deputy Managing Editor Nsites, said blogger Jeff Jarvis at a and Executive Editor of wsj.com, took a Jan. 19 panel discussion sponsored by shot at Jarvis’ contention that a person can Dow Jones and the Wall Street Journal. make a good living blogging full-time. He A fan of the “link vs. content economy,” wanted to know the name of the blogger Jarvis believes news has morphed from a that, Jarvis claims, sells $200K a year in product to a process in which search advertising. Jarvis wouldn’t divulge the engines and aggregators play a major role name of the person. in a reader’s “discovery” of information. Murray then asked Jarvis how much he He faults current newspaper industry makes on his blog. Jarvis said he sold thinking that Google and others are rip- about $17K in advertising last year. ping them off. News, to Jarvis, has The WSJ exec took a shot at “citizen become “commodified.” The job of pub- journalists.” He has attended local govern- lishers is to monetize the traffic that ment meetings and watched citizen jour- Google delivers. nalists in action. “They are the last people Publishers seething at Google could that you would want to report the news,” simply deny it access, according to Jarvis, Murray said. who added “they are not stupid.” That The event was held at NASDAQ’s wrath is nothing more than “show and Times Square headquarters to celebrate blow.” the recent launch of the WSJ Professional Jarvis, author of “What Would Google Edition, which joins the online paper with Jeff Jarvis

8 FEB. 2010 WWW.ODWYERPR.COM Study finds most Americans trust Fox

them what they want to hear.” ontroversial news network Fox The Raleigh, NC-based political research President News is the most trusted in the company boasts a primarily Democratic and CUnited States, according to a recent progressive client list. Obama’s poll conducted by Public Policy Polling. 49% of Americans polled said they trust Media Briefs newgreen Fox News compared to 37% who do not, E&P SOLD, REVIVED beating CNN, MSNBC, CBS, NBC, and agenda The Nielsen Company has sold the shut- ABC. tered Editor & Publisher to Duncan McIntosh Of those who trust the network, 74% iden- makes Co., an Irvine, Calif., marine publisher. tified themselves as Republican and 30% as The move will breathe new life into the Democrat, according to the study. climate magazine, website and conference entity, CNN placed second, earning 39% of trust which has been shut down for two weeks by 59% Democrats and 23% Republicans. change after the release of the January 2010 edition. Public Policy Polling implemented the A February print edition is planned and online study by polling 1,151 national, registered a major reporting has already commenced. voters and asking them a series questions McIntosh publishes titles like Boating World ranging from their trust of individual net- corporate magazine and The Log Newspaper. works to voting history. Individuals were “I've been a reader of E&P over the course also asked their age, race and political affil- issue of 30 years and know its incredible value to iation. Newbookprovidesinsights readers and advertisers,” said Duncan “A generation ago you would have and guidelines for corporate McIntosh, who heads the company. expected Americans to place their trust in initiatives and messaging as E&P publisher Chas McKeown continues in the most neutral and unbiased conveyors of White House and 111th that role. Editor-at-large Mark Fitzgerald was news,” said Dean Debnam, President of Congress drive clean energy named Editor. and environmental mandates. Public Policy Polling. “But the media land- Terms of the deal were not disclosed. scape has really changed and now they’re turning more toward the outlets that tell LETTERS World War Two), he persuaded the company to sponsor a charity ball at which all women Editor: had to wear green; sales of Luckies increased. Rusty Cawley asks, “When exactly did public Mr. Bernays was both a pioneer and a mas- relations become part of the marketing profes- ter at using public relations to help his clients sion?” (O’Dwyer’s, Dec. 2009), and urges the sell their products. profession to return to its roots as defined by I was unaware of all this when I became a Edward Bernays: a “form of social statesman- writer for Sales Management magazine in ship.” 1965. But, after being assigned the advertising I applaud Mr. Cawley for his defense of pub- and sales promotion beat, I soon began writing lic relations at its most pure: creating goodwill, stories about how public relations supports understanding stakeholders, forging partner- marketing. ships, establishing trust, maintaining credibili- So when did public relations become part of ty, and most of all, building relationships. All the marketing profession? Almost as soon as this is public relations at its best, and oh how I it was invented. wish it were widely practiced today. Sadly, it is Art Detman not. Many PR professionals avoid contact with DETMAN ADVERTISING the media and prefer to reach their audiences Pacific Palisades, CA Corporate Greening 2.0 — mainly investors and prospective customers “ — through the Internet, not through the press. Blackwater or whatever it is called today helps guide business Mr. Cawley tells us that Mr. Bernays recog- cannot escape the reality it was a civilian positioning on climate nized four functions of public relations — operation in a war zone with people making change and sustainability. none marketing-oriented — but forgets that multiples what our own service men and It providesthe questionsthat need to almost from the outset Mr. Bernays used PR to women earned (Blackwater re-hires crisis be addressed by executives in order support marketing. In 1929 he hired models to manager, O’Dwyer’s, Jan. 2010). They along to form winning strategies. march in a New York City parade and — to with the newly charged civilian food purveyors —omas M. Hellman, Ph.D.” the shock of onlookers — pull out packages of had no business being in a war zone at all. The former VP, Environmental A'airs, Bristol-Myers Squibb; Lucky Strike cigarettes and light up in public. crises are that we never declared war officially and former Chairman, He promoted bacon as a breakfast staple, Ivory and so far have put more money into it than World Environment Center soap as ideal for children, and Venida hairnets what the right complains about for health care, Corporate Greening 2.0 is available at in an era of bobbed hair. When American with plenty more to be spent. Amazon.com and at Envirocomm.com. Tobacco refused to change the color of the Joe Honick, GMA International Ltd. Also by E. Bruce Harrison, Going Green Lucky Strike package (which was green until Submitted via odwyerpr.com

FEB. 2010 WWW.ODWYERPR.COM 9 REPORT Chevron’s battle over oil clean-up winds to close A high stakes PR battle between Chevron and the environmental community moved to the streets of Houston in January as organizers of a marathon booted activists from the George R. Brown Convention Center. The protesters had set up a booth to distribute materials critical of the energy giant’s human rights record in Ecuador. By Kevin McCauley

The Houston confrontation was the lat- Managing Director of the est installment in the epic 17-year battle CHM, said the protesters between Chevron and the people of the were kicked out because Amazon region over widespread envi- “higher ups at Chevron ronmental contamination that may have are freaking out.” resulted in the cancer-related deaths of That is not what Karpas about 1,400 people. told O’Dwyer’s. “It was A court in Ecuador last year ruled that not what I said. The deci- Chevron was liable for $27B in damages, sion to ask RAN to leave making it the biggest environmental law- our Expo was completely suit in history. Chevron maintains the con- mine. I did this in my role tamination occurred after its Texaco unit as Managing Director of departed Ecuador in 1992. It claims Texaco the Houston Marathon Amazon Watch’s chevrontoxico.com features a video that accuses did its part in cleaning up the pollution, Committee and without Chevron of a “Rainforest Chernobyl,” a widespread contamination spending $40M in remediation money with any communication or in the Ecuadorian Amazon that may have resulted in the cancer- the expiration of its contract. directives from Chevron. related deaths of about 1,400 people. Chevron believes the Government of It was unfair of RAN to Ecuador and Petroecuador, which used the give the impression that Texaco constructed oil production system, Chevron was behind me asking RAN to Hinton, who runs Hinton Communications are responsible for the mess that has ruined leave. They were not,” said Karpas via in Washington. She told O’Dwyer’s that she soil and groundwater. email. was hired by the Amazon Defense Coalition The Financial Times (Jan. 18) portrayed Karpas holds no ill will toward the RAN in 2008 to counter the “uptick” in the legal squabble as “an Amazonian pub- people. “They were cordial and non-con- Chevron’s lobbying and PR activity. licity battle.” It noted that Chevron is frontational. I know they were just doing She believes Chevron feels threatened by bucking the usual legal route of reserving their job, as I was. I do appreciate how they the administration of Ecuador’s leftist comment for the courtroom. conducted themselves when asked to vacate President Rafael Correa, who kicked the Chevron, instead, “has taken the unusual their booth.” U.S. military from his country, and told the step of elevating the case on the world Though RAN got the boot from the American press last summer that Ecuador is stage.” It has posted videos in its defense Expo, it’s happy with the media coverage of “no one’s colony.” “Correa is not an oil on YouTube and has paid Google for ads the event. Brianna Cayo Cotter of RAN man,” said Hinton. keyed to the words “Chevron” and says the Houston Chronicle, Houston Press Chevron claims on its Website “Ecuador.” and local TV ran items about the eviction. (www.theamazonpost.com) that Correa has Those ads link to a video that allegedly The AP report got major pick-up, includ- “openly sided with the plaintiffs who are shows a $3M judiciary bribery scheme and ing the New York Times, which had suing Chevron.” The Chevron site says the to a site that tells “the truth about Ecuador” “Houston Event Ousts Group Critical of Government of Ecuador turned to leftist PR and informs viewers why Chevron cannot Race Sponsor” as its headline. firm, Fenton Communications, to polish its get a fair hearing there. Capitol Hill firepower image in the U.S. Chevron sees that hook- Dispute in Houston Chevron, which had agreed to abide by up as a sign of collusion since Fenton has The Rainforest Action Network paid for the Ecuadorian court’s decision, filed in worked with Amazon Watch, which a table at the Expo site of the Chevron September an international arbitration claim donates money to Hinton’s client, ADC. Houston Marathon to distribute “I’m with the Permanent Court of Arbitration in ADC, in Chevron’s view, is the “named Running for Human Rights” stickers and The Hague under the rules of the United financial beneficiary in the environmental pass out information that blames Chevron States Commission on International Trade lawsuit in Ecuador.” for not cleaning up more than 18 billion Law. Hinton rips the assumption that the long gallons of toxic wastewater and roughly 17 The company also wants U.S. Trade legal struggle is a battle to line the pockets million gallons of crude oil allegedly Representative Ron Kirk to withhold trade of trial lawyers. Hinton says the lawsuit is a spilled in the Ecuadorian Amazon. preferences for Ecuador. class action suit that is designed to benefit Police were called in and they ejected the It has hired high-powered lobbyists such the peasants who live in the “concession RAN runners. RAN contends the action as Parven Pomper Strategies (Brian Pomper area.” The money earned from Chevron violated the First Amendment rights of the helped craft the Andean Trade Partnership will be plowed into Ecuador to benefit the runners. RAN’s Maria Ramos is outraged Act), Breaux Lott Leadership Group (for- people through the construction of health- that marathon organizers “would deny the mer Senate Majority Leader Trent Lott care facility and systems to deliver clean rights of participants to appease a corporate leads the Chevron team) and Ogilvy drinking water, according to Hinton. sponsor that is clearly ashamed of its Government Relations to make its case in She expects that Chevron will soon run human rights records.” Washington. out of stalling tactics and the saga will come The group claims that Steven Karpas, Those lobbyists are countered by Karen to an end this summer.

10 FEB. 2010 WWW.ODWYERPR.COM Social media traffic, ads continue outpacing industry expectations By Jon Gingerich this time. Facebook declined our requests to divulge current advertising revenues. t’s official: you’re spending too much Industry wide, ads paid to Internet search time on the Internet. A series of independ- companies have grown particularly strong, Ient studies has proven what we’ve sus- an ongoing trend that has experts convinced pected for some time: social media is now of continued growth in this sector. Search the most popular online activity. engine marketing firm Efficient Frontier said Global time spent on social media sites is total search ad spending increased by six up 82% from last year, according to January percent in 2009. findings from Nielsen, with users spending Efficient Frontier’s numbers show Google about five-and-a-half hours each day on leading this trend, accounting for 74.5% of social media sites, compared to three hours a ad search revenues by 2009’s fourth quarter, year ago. Social networks now take the up from 73.9%. In a press release, Efficient lion’s share of places Internet users spend Frontier predicted ad spending on big search most of their online time, with total minutes sites to increase by 15 to 20% this year, due in the U.S. seeing a 210% increase from in part to predictions of economic recovery. 2008. A final area for Internet ad spending is the Facebook dominates phenomenon of click-through postings on Facebook is the leader in this category, Internet forums and message boards. A con- comprising about 67% of global social tentious medium often seen as a pariah in the media time, with an average daily usage of online world, this market has witnessed about six hours. The site is currently home to immense growth in recent years. more than 350 million active users. Tracy Wong, Vice President of Marketing Twitter led as the fastest-growing social for PostRelease, said the medium is a cost- media network, though unique visitors effective alternative to traditional web adver- decreased month over month, according to tising. It hits concentrated audiences and the study. Twitter’s loss should be noted for typically drives higher click-through rates at its relativity, given the site’s unprecedented a time when the Internet has been driven to growth of 2.6 million users in January 2009 “banner-blindness.” to 17 million in April. “Our average click-through rate is 33% — Ads up for social media, search night and day from banner ads. We’ve had Online ad sales were up for most social campaigns’ click-through rates that are as media sites in 2009, perhaps one of the only high as 60%,” Wong said. bright spots in an otherwise economically Social media’s historic ad growth in 2009 dismal year. According to a December report is welcome news for communicators, but from research and analysis site eMarketer — with many treating social media as the great- whose estimates include all forms of paid est thing since the wheel, the question arises: advertising on social network sites including when does social media usage become too search, video and display advertising — esti- much? Social networks are a notorious time- mated U.S. social media ad spending waster for employees, but some industry totalled about $1.2 billion in 2009, an experts think business owners who view increase of nearly 4% from the previous Facebook as a panacea can hit a similar sat- year. These figures are expected to grow by uration point. 7% in 2010. Ivan Misner, author of the book Myspace still continues to dominate “Networking Like a Pro,” thinks many pro- worldwide social media ad revenues, receiv- fessionals are spending too much time on ing an estimated $490 million from ads in social media sites and in the process, are 2009 compared to Facebook’s $435 million. neglecting the core purpose of their busi- The former’s slump in recent popularity ness. Misner invites users to find ways to signals winds of change however, and leverage their time more effectively, and rec- eMarketer predicts Facebook will finally ommended aggregators like ping.fm or surpass Myspace’s ad revenues in 2010, esti- seemic.com to manage content and commu- mating worldwide figures of $605 million. nicate on multiple sites simultaneously. “Since 2008, the number of online adver- “You might convince yourself that what- tisers using Facebook has tripled,” said ever is the latest and greatest could solve all Facebook communications employee Annie your problems. As technology evolves, Ta. you’ll still need additional methodologies to eMarketer expects Myspace worldwide be able to touch base with your clients. You ad revenues to fall to $385 million during still have to establish relationships.”

FEB. 2010 WWW.ODWYERPR.COM 11 FEATURE Supreme Court backs corporate ‘speech’ The U.S. Supreme Court in January opened the door for corporations and unions to wield increased influence in elections and policy making with a controversial 5-4 ruling that bucked recent campaign finance law and said corporate coffers can indeed be spent on political activity like advertising. By Greg Hazley sion couldn’t produce much evidence to Amendment right to express their views make the case. at election time,” Bob LaBrant, Senior The decision in Citizens United v. FEC The Atlantic Business Writer Daniel Vice President & General Counsel for the torpedoed limits on spending — upheld Indiviglio said the decision will have lit- Michigan Chamber, said in a statement. in 1990 by the high court — to, as Loyola tle impact on elections arguing that cor- PR and public affairs pros in Law School Professor and Slate colum- porations were already funneling money Washington say that the loosening of nist Richard Hasen put it, “opened up our into politics through political action com- campaign finance laws will likely not political system to a money free-for-all.” mittees and pointing out that many big- result in companies spending directly, but That expected bonanza will likely put a spending companies hedge their bets by will increase the funds flowing to trade renewed focus on the Washington, D.C., donating to both major parties. and interest groups like the Chamber. operations of PR firms, trade groups and Trade groups to benefit As Coving & Burling election lawyer political action committees and comes as The decision allows the two major enti- Robert Kelner told the National Journal, lobbyists in the capital took part in a ties to spend freely in backing (or attack- “There was always a cloud of doubt record $3.3 billion in spending in 2009 to ing) candidates for federal office. around outside groups and trade associa- wield influence there. Corporations and unions, however, were tions, and this lifts those clouds of doubt But the impact of the decision is split on welcoming the ruling. The and leaves behind clear skies.” unclear as predictions range from a dras- Service Employees International Union, First Amendment cited tic blow to free speech to little or no the 1.8 million-member labor organiza- Last month’s ruling overturned a 1990 effect on the current system of political tion, blasted the decision by saying it will case, Austin v. Michigan Chamber of and public affairs spending. give undue influence to the U.S. Commerce, and took a whack at 2002’s Jim Horton, a Principal at Robert Chamber of Commerce in elections. The McCain-Feingold law, which banned corpo- Marston and Associates who pens a SEIU told members that the Chamber rate and union money from funding political respected PR blog, said corporations are will be able to spend as much or more on ads. now guaranteed the same First ads, mail, field activity and the like that The recent case stemmed from a suit filed Amendment rights as any citizen, but directly advocates the election of their by the non-profit Citizens United during the doesn’t think that necessarily gives the preferred candidates — or the defeat of 2008 presidential campaign as the group advantage to companies. “The question is the ones they disagree with. argued that a movie critical of candidate how to use them responsibly and effec- “Let’s be clear: corporations have Hillary Clinton which it funded was not sub- tively, especially in an era of the Internet already been shilling out a lot of cash for ject to campaign finance laws. The FEC had when an individual citizen has as much political activities, letting their sharehold- ruled that it named a federal candidate and power to speak as anyone else,” he said, ers and managerial employees know therefore was subject to existing laws. noting that the addition of another voice exactly which candidates they want to The majority opinion by the court was in elections could leave voters more con- win or lose elections and paying heavy based on First Amendment concerns and fused than ever or, in a brighter view, sums for attack ads, direct mail and other suggested the Federal Election Commission spark more debate. forms of public communication through should not allow the federal government to Howard Rubenstein, President of PACs,” said Secretary-Treasurer Anna regulate political speech, which the five jus- Rubenstein Associates in New York, was Burger. But she said the high court deci- tices said could set a dangerous precedent. more negative in his view of the decision. sion “has given corporate managers the “Its theory, if accepted, would empower “The large corporation will have an enor- green light to bypass the checks and bal- the government to prohibit newspapers from mous new foothold in U.S. politics,” he ances, use unlimited amounts from the running editorials or opinion pieces support- told MSNBC. “We shouldn’t have a ‘For general treasury … to instead pay for ing or opposing candidates for office, so Sale’ sign on these elections.” public communications expressly advo- long as the newspapers were owned by cor- Lisa Graves, Executive Director of the cating the election or defeat of the candi- porations — as the major ones are,” wrote Center for Media and Democracy, a PR dates of their choice.” Chief Justice John Roberts. watchdog group, said, “With this deci- The 11 million-member AFL-CIO, January’s decision was the first major sion, huge corporations like Goldman however, filed an amicus brief in the suit. judicial corporate speech ruling since the Sachs and AIG will be able to use their The Chamber had a more muted reac- closely watched Kasky v. Nike case in 2002, enormous wealth to run campaigns tion choosing to link to stories about the when a consumer activist challenged the against the president or any person who decision from its blog and noting it “vin- sneaker giant under false advertising laws. might oppose their agenda.” dicated” the right of individuals to In that case, Nike argued that its ads defend- The New York Times editorial board engage in core political speech by band- ing labor conditions in its factories were unsurprisingly blasted the court’s ruling, ing together to make their voices heard. entitled to First Amendment protection which it said “thrust politics back to the The group also noted the broad support rather than commercial speech. The robber-baron era of the 19th century.” for the suit in linking to an amicus brief Supreme Court reviewed the case but sent it But the Times’ David Kirkpatrick spent filed by the labor giant AFL-CIO. back to California, where the state Supreme 1,000 words attempting to link corporate “It’s gratifying after so many years to Court had previously ruled the ads were money to political influence and found see the U.S. Supreme Court acknowledge commercial speech subject to false advertis- even critics of the Supreme Court deci- that corporations have a First ing laws. The two parties settled the case.

12 FEB. 2010 WWW.ODWYERPR.COM Be wary about ‘advertising’ in social media Social media is “consumer democracy,” where participants typically believe in each other more than anyone from an organization. PR pros legally become “advertisers” if they participate and fall under jurisdiction of the Federal Trade Commission, according to a New York chapter of the PR Society workshop on January 26. By Jack O’Dwyer Co.” Coke’s agencies, vendors, partners, or third parties must do the same, the code Companies have to monitor social says. media to find out what is being said about Lasky described new Federal Trade L-R,: Michael Lasky, Tricia Geoghegan, and Steve Halsey them, said Tricia Geoghegan, communi- Commission rules that went into effect in Photo by Jack O’Dwyer cations lead for neurology and attention December. They require identification of deficit/hyperactivity disorder of J&J anyone using the web for commercial pur- wants. Lasky said producers of satellite Pharmaceutical Services. poses. media tours must also be watchful of “We’re not going there to generate The FTC is asking that companies have plugs. sales but to build relationships. We’re not written rules concerning the web and Lasky said he and other lawyers are in a cathedral but a farmer’s market,” she Lasky said his firm is being “deluged” being brought in early in the “creative added. with requests from companies for text that process” so that legal issues can be consid- Identification required satisfies the Commission. ered. On hand to remind PR people of their He said PR people should not attempt to The New York Post recently questioned obligation to come to the social media evade responsibility for their statements whether a star who praised a hotel had table with “clean hands” was Michael by using such disclaimers as, “The results received a free room. According to Lasky, Lasky, Senior Partner of Davis & Gilbert. are not typical.” celebrities who get free hotel or travel He noted that PR people are legally Companies also cannot claim that they arrangements must disclose this when “advertisers” when they take part in blog are not in control of bloggers who are on mentioning the product. conversations and must identify who they their payroll, he added. Geoghegan said J&J’s lawyers have represent. PR pros, he said, have to learn the dif- been helpful in working with PR staffers Coca-Cola’s “Online Social Media ference between copyright and trade- who have proposals for use of social Principles” call for employees to say, marks. Ownership of images has to be media. “from the outset,” something like, “Hi, checked before they are used and permis- The workshop was hosted by Gibbs & I’m John and I work for the Coca-Cola sion obtained if that is what the owner Soell.

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FEB. 2010 WWW.ODWYERPR.COM 13 COVER STORY

Climate Change Policy, and authorized the EPA to limit carbon emissions under the The politics of climate change Clean Air Act. He demanded energy efficient appliances and pushed the House to Many of the same U.S. corporations touting popular “green” pass The American Clean Energy and initiatives are simultaneously funding anti-climate trade groups Security Act. On January 29 — perhaps as to sway public opinion and lobbyists to push polluter-friendly a result of the failure of the 2009 United Nations Climate Change Conference in legislation. Does this two-faced strategy reveal hypocrisy at the Copenhagen to adopt a binding, suitable heart of America’s “green” revolution? environmental agreement for climate change — Obama ordered the Federal gov- By Jon Gingerich became a welcome contrast to skyrocketing ernment to reduce its own emissions by oil prices. By 2006 U.S. venture capital 28% by 2020. investments in clean tech hit an all-time Old arguments resurfaced. Republicans n January 27, the U.S. Securities high of $2.5 billion. GM announced pro- and corporate business owners set down and Exchange Commission made a duction on its plug-in hybrid the Volt. their embroidered Sierra Club hats; they Omove that had been years in the Corporations as unlikely as DuPont and retreated to their respective camps and making, the result of hundreds of hours of General Electric began calling on Congress reemerged with old tropes. The party was bi-partisan feedback but a decision SEC to enact stronger anti-polluting legislation. over. Chairwoman Mary Schapiro referred to in Computer companies Dell, Microsoft and Industry, policy collusion the minutes before the commission’s vote IBM had put together global IT pact “The When climate change was good for busi- as “neither surprising nor especially Green Grid” to enact data center energy ness, business was good for climate change. remarkable.” The agency issued a new efficiency. Wal-Mart’s environmental ini- It was easy for corporate America to series of guidelines requiring corporations tiatives landed CEO Lee Scott on the cover endorse the green zeitgeist when a govern- to warn investors of any potential risks of Fortune. Corporate America spent big ment led by former oil executives imposed their investment may have in relation to bucks on green PR, they formed consor- expectedly lax policies. When the pendu- climate-related changes or new environ- tiums dedicated to cutting carbon emission, lum began to swing the other way, many in mental-protection laws. sponsored Earth Day parades, touted their the private sector reeled against it, and the The subsequent outcry in corporate cir- green wares in brochures printed on green winds of a changing policy blew back the cles then, came as quite a surprise. paper, bought Toyota Priuses, had them green curtain to discover many companies Opponents said the decision was politically painted custom green. Sure, these overtures that talked the talk during the Bush admin- charged; it was an affront to business; it rang hollow at times, but they were a wel- istration didn’t exactly walk the walk. The gave companies no interpretive guidance come surprise for the public, even when it global warming denial camp is back in full and induced unnecessary investor fear. confirmed what many have suspected for a swing. Finally, it relied too much on presumptions long time: that the private sector goes green ConocoPhillips, in a well-publicized of scientific theories like global warming when it becomes profitable. partnership with food giant Tyson to manu- — theories, they said, that are still not “Every company is driven to this by a facture alternative fuels from animal fats, proven. different set of drivers,” said Joel Makower, abruptly halted their plans last year when The decision reaffirmed a wedge that has Executive Editor of Greenbiz.com. these initiatives failed to receive Federal existed since the dawn of the U.S. environ- “Their mantra has always been ‘just tell subsidies. mental debate, realigning Democrat and us what to do.’ They have investments to ExxonMobil, absurdly praised in August Republican parties with their respective make. But now that we’re in a new era with by Forbes as “green company of the year,” regulatory and laissez-faire stereotypes. It potential government legislation, the was discovered the same month by the New sounds funny to say, but reactions to the mantra is ‘don’t tell us what to do, we can York Times to have given major funding to SEC decision made it sound like we’d solve these problems ourselves.’ It seems industry groups like the now-defunct taken a step back from the last few years of like industry and the corporate world’s con- Global Climate Coalition, an organization the Bush Administration, when it seemed sensus on green initiatives and climate that had silenced its own scientific reports many conservatives were finally warming change is going the opposite way of poli- and falsified information for more than a up to the prospects of a green future. cy.” decade. This doesn’t include the nearly $16 “The strong reaction to the SEC is from There is a maxim in business, one that million ExxonMobil spent between 1998 people who weren’t expecting this, because should be noted here: green strategies that and 2005 to bankroll more than 40 groups it’s financial regulators talking about the add value to shareholders is one thing, to quell claims of global warming. Exxon risks of an environmental issue, which is green policies that impact their business is Mobil spent nearly $27.5 million in lobby- something previous SEC leadership just another. A historic recession coupled with ing last year alone, their second-highest wasn’t interested in,” said Jim Coburn, the current administration’s embrace of year on the books after the election year of Senior Manager of environmental investor cap-and-trade strategies put our captains of 2008. network Ceres. industry in a tough spot. Within months of The U.S. Chamber of Commerce, the Given corporate America’s recent taking office, Obama announced tougher world’s largest lobbying machine, led such embrace of all things green, you’d think fuel efficiency standards, repealed Bush’s an unabashedly partisan campaign against disclosure would be seen as a sort of free changes to the Endangered Species Act, cap-and-trade legislation in the House this advertisement. After all, economic data and included green jobs incentives in his stimu- summer that some member companies quit market research during the past five years lus package and imposed limits on Federal (Nike and Apple, to name a few; even utili- had driven them to make an environmental land oil drilling. He hired Carol Browner, ty company PG&E cancelled their mem- about-face from the naysaying ’90s. The former Clinton EPA Administrator, as price of solar energy had dropped; bio-fuels Director of the Office of Energy and Continued on next page

14 FEB. 2010 WWW.ODWYERPR.COM bership). This has not stopped many com- house gas emissions regulated under pesky universal: repeat a lie enough times, panies from continuing their long-standing the Clean Air Act. API members include and it becomes the truth. The three-headed association with the Chamber, including Chevron, ConocoPhillips, ExxonMobil, hydra of industry, policy and PR has done a Toyota, which has made millions selling its GE, Halliburton and Shell. great deal to influence the public’s standing “green” image to the American public. Virginia-based public affairs firm on the converging road where money and The politicians funded by these industries Hawthorn Group put together a successful public policy, science and industry often haven’t been far behind. In December, the “grassroots” campaign for American meet. state of Alaska issued an RFP for PR firms, Coalition for Clean Coal Electricity. During An October national survey by the Pew allocating $1.5 million in state funds to the campaign a subcontracted PR firm, Research Center for People and the Press wage a communications war to stop the Bonner and Associates, forged letters from discovered 57% believe there is “solid evi- Endangered Species Act from considering minority groups and sent them to dence” that the earth is warming, compared climate change an effect on species. Alaska Representative Tom Perriello (D-VA), ask- to 71% in 2008. Only 35% find this to be a Governor Sean Parnell, former Director of ing him to oppose climate legislation. “serious problem,” down from 44% in Governmental Relations for ACCCE members include American 2008. Only 36% now believe human activ- ConocoPhillips and a former Patton Boggs Electric Power , Caterpillar, GE and Union ity such as fossil fuel emissions contribute advisor (he represented Exxon during its Pacific Railroad. to global temperatures, down from 47% the Valdez oil spill litigation), has since sued There’s the Heartland Institute, a noted year before. the Federal government over its inclusion Kyoto Protocol and “junk science” oppo- Compare these figures to years previous, of polar bears as a “threatened” species, nent which organized the latest and the trend is telling. In January 2007 because it could hurt resource development International Conference on Climate Pew found that 77% of Americans polled in his state. Change to dispute the science behind glob- believed there is “solid evidence that the Meanwhile, Alaska Senator Lisa al warming. Announcing the event on their earth is warming,” 55% cited global warm- Murkowski has drafted a bill to eliminate website, Heartland said: “The real science ing as a “problem,” and 83% of moderate the Supreme Court’s decision to authorize and economics of climate change support Democrats believed the “earth is getting the Clean Air Act to restrict the use of glob- the view that global warming is not a crisis warmer due to human activity.” al warming pollutants. and that immediate action to reduce emis- According to Pew, America’s highest net In December, Oklahoma Senator and sions is not necessary.” belief in global warming came in early notorious global warming skeptic Jim The group, which has a long history of 2006, during the heights of one of the most Inhofe vowed to crash the UN Climate tobacco ties, produces industry “journals” anti-environmental administrations in Change Conference with a three man “truth such as Environment & Climate News. Last recent history. The conclusion: our nation’s squad” consisting of himself and two fellow year’s Climate Change conference was sup- net belief in climate change is going down, climate-denying Senators (he was unsuc- ported by a partnership with leading “tea as anti-climate lobbying and grassroots out- cessful in securing a single meeting with party” organizer Americans for Prosperity reach activities are going up. conference delegates). (who are partially funded by petroleum and “To see these numbers drop has been Ministers of misinformation pipeline giant Koch Industries). Previous stunning, but it’s a reaction to a repeated As always, behind the curtain of industry years’ conferences were funded by drum beat by Fox News and elsewhere for and policy are the tentacles of the ExxonMobil. years,” said Lisa Graves, Executive Washington lobbying and public affairs Greenwash is a bigger industry than ever, Director of the Center for Media and machine, pedaling misinformation, launch- and contrary to what its leaders say about Democracy. “What was happening behind ing ad campaigns and “grassroots” industry “adding to the conversation,” these groups the scenes in Washington, was that even astroturf at the behest of big oil. are not interested in the debate as to how people involved in Bush’s policy were While the oil and gas industry has always climate change works or whether it is actu- coming to grips with climate change and been one of K Street’s biggest money mak- ally happening. TV advertisements support- knew it was something they couldn’t pre- ers, recent figures show it has grown to ing “clean coal” (there’s no such thing, at tend wasn’t happening. It’s my experience extreme proportions. Annual lobbying least not yet) and marketing efforts that imi- that the right wing has a lot of leverage and totals for the oil and gas industries were tate conversational authenticity to subsume a multi-faceted strategy to push at every $154 million in 2009, a 14% increase from the environmental debate have done a fine single pressure point.” 2008 and a 46% increase from 2007. job of displaying to the American public Illogical foundations A brief historic of K Street’s boilerplate how “green” the industry is while serving While the fiscal objectives of climate methods — not-in-my-backyard “activism,” as atonement for fossil fuel companies and change denial have always been clear, the bogus trade groups paying low-level “scien- the pro-pollution agenda they secretly sup- ideological underpinnings that unite the tists” to speak out against the tenants of cli- port. As a result, the PR and lobbying indus- movement have been anything but. The sin- mate change — are reminiscent of big try’s recent war on global warming has had gle biggest problem with the misinforma- tobacco’s failed methods to dissolve the link a profound impact on the public’s beliefs tion campaign surrounding the fight against between smoking and lung cancer. Sound and perceptions surrounding these issues. global warming is that, unlike its propo- like 1980s communications tactics? Public consequences nents, there has never been a cohesive nar- Consider these cases, all of which occurred The consensus of climate change has rative. in 2009: always been conveniently germane to the To wit, while each side will always have In August, the Energy Citizens, a “grass- industries that seek to lose or profit from it, its supporters and detractors, there exists a roots” group funded by oil industry front and the result is a debate that is noticeably unified scientific case for the principle ten- American Petroleum Institute, held anti more unsettled in policy or media circles ants behind global warming. Global warm- cap-and-trade “rallies” in 20 states com- than it is in the scientific community. The ing’s critics, on the other hand, remain dis- prised of oil company employees bused in problem is that, while truth is unavoidable, parate in their skepticism; they do not offer from area offices. The group has loudly there is a standard formula in the communi- protested the EPA’s decision to have green- cations industry for getting around this Continued on page 19

FEB. 2010 WWW.ODWYERPR.COM 15 FEATURE Climate policy shapes new public affairs challenges On January 19, the policy landscape in Washington the bit to vote and have a say in policy changed dramatically with the election of matters in Washington D.C. Republican Scott Brown of Massachusetts to the To effectively deliver a message and successfully navigate a world that contin- U.S. Senate. Much of the focus following his ues to be extremely volatile, a good public affairs campaign should contain a election has been on healthcare, but climate multi-faceted approach that combines lob- change and, in fact, the entire scope of energy bying with grassroots organizing, alliance development, earned media efforts, and legislation, could be affected as a result. social networking. Now more than ever, finding people and key allies to support The House already passed a cap-and- lobbyists and public affairs firms to influ- the efforts of lobbyists on a particular trade bill that was already running into a ence Congress against cap-and-trade issue can be the difference between suc- strong headwind in the U.S. Senate. should now turn their focus to supporting cess and failure. Following Brown’s election, Senate Congressional efforts to block the EPA Running a coordinated, multi-layered Republicans pounced on cap-and-trade from regulating carbon emissions. approach using social media, Internet and essentially rendered it dead. Senator One key message is that rulemaking of video content, and other “new media” Mitch McConnell, the Republican leader this sort can be devastating to the econo- platforms can often help break through from Kentucky, said there was “little my. Regulatory problems caused by such the clutter coming at Congressional enthusiasm” for it. Democrat Byron rulemaking will endanger job creation in offices from all directions. Now is not the Dorgan of North Dakota admitted that it states that cannot handle more economic time for businesses to relent in their pur- was highly unlikely the Senate would obstacles. This message will be particu- suit of a more favorable business climate, take up a complex issue like cap-and- larly potent in 2010, as Congressional and running smart public affairs cam- trade following a candidates will be looking for ways to paigns that deliver messages across multi- bruising battle over show they are fighting for jobs and ple platforms is a good way to help healthcare reform against government meddling that threat- achieve their goals. that cost Senate ens them. Scott Jennings is Senior Strategist at Democrats their Today, polling indicates that Peritus in Louisville. He was formerly supermajority, a sit- Republicans are likely to win back more Special Assistant to George W. Bush. uation unthinkable territory in November’s Congressional to Democrat leaders elections. That would put advocates for PR news briefs just a few weeks more stringent environmental laws at a prior to Brown’s severe disadvantage through at least 2012, PR WAR WEIGHED OVER ADS victory. and improve the outlook of manufacturers Scott Jennings The key rea- and business owners who have been wari- Weight Watchers is working with Weber son Democrats ly watching Congress to figure out if their Shandwick as the weight loss company has won’t be able to move cap-and-trade is cost of doing business was about to go up. sued rival Jenny Craig for an allegedly "false they can’t afford to pursue legislation No matter which way the political winds and misleading" ad campaign comparing the their constituents believe is harmful to blow, U.S. policymakers will be wrestling two programs. the economy and job creation, the issue with complex climate and energy issues Weight Watchers International filed a voters rank today as the most important. for years to come. These matters will complaint in U.S. District Court for the But that’s not to say some sort of energy require skilled government and public Southern District of New York last month legislation won’t move. In fact, there affairs practitioners to help formulate the seeking an injunction and damages against seems to be momentum in Washington to arguments and muster support for the Jenny Craig. deal with less polarizing proposals that viewpoint of American business. Now WWI claims an ad campaign by Jenny may be palatable to a bipartisan group of more than ever, it is critical for businesses Craig "seeks to mislead and deceive con- lawmakers, such as creating tax incen- with substantial interests at stake in sumers" into believing that JC's claims are tives to encourage development of Washington D.C. to engage in public based on a head-to-head scientific study renewable sources of energy. affairs activities that help achieve their comparing the Weight Watchers program Another offshoot of the climate change objectives. with JC's meal system. "No such study was issue began late last year when President Let’s call it the “new public affairs,” done or exists and the claims made in these Obama’s Environmental Protection where lobbying activities are joined by ads are not supported by fact or science," Agency made an “endangerment finding” grassroots organizing and coalition build- WWI said in a statement. that greenhouse gasses threaten human ing to achieve a desired outcome. Some Neither Weber Shandwick staffers nor health. That finding enables the EPA to deride these campaigns as “Astroturf,” Weight Watchers returned inquiries about make rules limiting carbon emissions but you certainly can’t look at what hap- the suit. Julie Safer, PR director of Jenny without Congressional approval. pened in Massachusetts as manufactured Craig, sent a statement to O'Dwyer's saying Now, some members of Congress are outrage. People voted for Scott Brown that the company's advertising claims are strategizing to block the EPA from pro- and the change he represented, and there supported by an independent trial compar- ceeding down this path. Many business- are millions of Americans just like those ing separate studies. es and industry groups that have engaged from Massachusetts who are chomping at

16 FEB. 2010 WWW.ODWYERPR.COM Bgmh]Zrl_Zlm&iZ\^]phke]%in[eb\iheb\r ]^\blbhglZk^bg\k^ZlbgèrbgÜn^g\^][r bglmZgm \hffngb\Zmbhgl% +-&ahnk g^pl \r\e^l%g^p]b`bmZef^]bZZg]^f^k`bg` Stanton Communications provides \hZebmbhgl% [nm Zee lmbee \hf[bg^] pbma comprehensive public affairs services, from political and communications he]&_Zlabhg^] ihebmb\Ze ldbee' Ln\\^ll_ne strategy to message development, crisis management, media relations, blln^ \ZfiZb`gl \Zg [^ ]rgZfb\ Zg] coalition building and direct lobbying. We know how to effectively manage \hfiêebg` pabe^ k^Ü^\mbg` maZm lhf^ complex issues and build support for our clients’ positions among mabg`lgô^k\aZg`^' policymakers, community leaders, the media and the public. With our issue expertise in the fields of health, energy, environment, technology, transportation and international trade, we tackle the toughest challenges in the legislative and regulatory arenas Rock at the national, state and local levels. Solid

Forward Moving

Want a solid campaign to move you forward? Contact Catherine Imus: [email protected] or call 800-426-1887 INTERVIEW Straight talk with an environmental PR expert O’Dwyer’s recently sat down with Aric Caplan, who runs legislative advocacy PR practice Caplan Communications, in Rockville, MD, just outside Washington, D.C. Caplan started his career as Executive Producer of the #1 rated morning show in Pittsburgh at KDKA-AM, and moved on to program director at WJNO-AM in West Palm Beach, FL. After honing his PR skills at Ruder Finn, he founded his firm in 2004, which focuses on the public interest, environmental and renewable energy sectors and national publicity for non-fiction books. By John O’Dwyer such as companies producing the most clean energy play- efficient windows and on our farms using ing field and What drives you and your firm? biomass to create clean energy from encouraging more Caplan: Our mission is to help our abundant crop waste like woodchips and green jobs. clients work for social and environmental corncobs, etc. These all are real jobs cre- U.S. Sen. Lisa justice. Our firm is in full bloom when ated by the Green movement. And more Murkowski, R- we’re doing very targeted campaigns importantly, Green jobs are good because Alaska, is fighting with a strong call to action. I get a they keep the jobs and technology in the this bill though, say- tremendous honor out of working for U.S. Becoming a country that doesn’t ing it will increase causes that we believe in for non-profits produce much anymore and always the marginal tax rate and NGOs. imports is killing off jobs for working in her state. Her PR is not necessarily just about public- families. more urgent crusade What’s your take on global warming? ity or message development or media is to weaken the Aric Caplan training but about focusing a message on Caplan: The truth is that climate sci- EPA with a “Dirty Americans who ought to be inclined to entists don’t really disagree on global Air Act” by strip- know more about the world around them warming. Opponents just want to kick ping EPA’s legal authority to enforce the and engage. And, not be swayed by the can down the road, raise doubt and Clean Air Act, which is arguably the most biased news reports. keep the doubt going. I can’t help but successful and cost-effective environ- So, you’re a Greenie? laugh at those who scoff at global mental law in history. Caplan: Of course, I strongly believe warming because we’re having such a I just believe conditions have to get to we need to wean ourselves off our cold winter. I learned long ago that the point where Green becomes the stan- dependence on dirty fuels like oil and weather is a day-to-day occurrence dard and not some lofty or futuristic ideal. coal. Everyone needs to do things that while climate relates to events over long Where do you stand on the healthcare are good for the earth, but that means periods of time. reform debate? going beyond just recycling paper and Furthermore, deforestation is having a Caplan: Last fall I was invited to the plastic to using green building materials very real affect on the global climate. White House along with small business and sustainable business practices for You obliterate the forests — and I mean leaders from all types of industries to example. slow growing forests — whether in meet with President Obama to discuss What kind of car do you drive? North Carolina, South Carolina, Florida how healthcare reform will affect the Caplan: I have a Toyota Highlander or in the Amazon, and then there’s noth- American people and the weight small Hybrid that averages 28 mpg and easily ing to absorb the carbon dioxide pro- companies like my own are shouldering. holds my wife, two kids and dog. It’s so duced by power plant emissions and I was proud to represent a professional important to set a good example for my cars. As a result, for instance, oceans group known as Green America. kids and the next generation as a whole. absorb this carbon dioxide, creating After the summit I really came away Can the Green movement create the ocean acidification in coral reefs. The with the impression that the President jobs America needs? results can be irreversible to habitat clearly understands the undue healthcare Caplan: Definitely, and it already has. species that die off while ocean temper- burden placed on small business. He Clean energy jobs are so important. atures increase and sea levels rise. It’s made a solid case as to why small busi- They’re at the core of what this genera- all very urgent and something the ness will benefit from reform. tion needs. The skill sets of workers in American people must take action to The bottom line is that healthcare the manufacturing, oil and coal industries stop. reform will help a tremendous number of lend themselves to more sustainable jobs The American Clean Energy and people. We’ve got to get past the “haves in solar and wind production. If we have Security Act of 2009 (ACES) passed the and have nots” mentality and acknowl- to mine coal, it must be done in a sustain- House early last summer but the edge it’s a human rights issue. able way. That means no more mountain- Climate Bill still needs to pass this year Can the Obama Administration turn top removal coal mining and stopping the in the Senate. Comprehensive climate things around? EPA from issuing future permits across legislation aims to reduce greenhouse Caplan: I see real recovery coming by Appalachia. But Clean Coal is not really gas emissions (CO2) 17 percent by 2020 the end of the year. The important thing possible, it’s just a fallacy. and includes improved energy efficien- is for Republicans and Democrats to have Look at American ingenuity and the cy incentives for commercial buildings all voices heard for the common good of environmental entrepreneurs out there and our homes as well as leveling the all the American people.

18 FEB. 2010 WWW.ODWYERPR.COM POLITICS OF GLOBAL WARMING It doesn’t change the fact that globally Continued from page 15 averaged temperatures have increased by 1.4 degrees each year since 1880, that concentrations of C02 in the earth’s atmosphere a codified explanation as to how natural have increased 36% since 1750, that our last phenomena alone accounts for the linear two decades were the hottest in 400 years, or warming of the global mean surface temper- that average sea levels have been rising by ature since 1850, not to mention its rapid more than a millimeter each year for the last rise in the past 25 years. Some blame peri- century. ods of unusually high levels of solar radia- It doesn’t hide the overwhelming evi- tion. Some say there is no meaningful corre- dence that these events did not simply coin- lation between C02 levels and the earth’s cide with our industrial age; that we have temperature. Others say previous C02 esti- contributed significantly to the strength of mates should make the earth warmer than it the greenhouse effect in the form of actually is. Others claim C02 is not proven increased C02 emissions from fossil fuels, to trigger water vapor feedbacks in the aerosols or deforestation, resulting in glacial atmosphere. Some say IPCC climate projec- melting and higher sea levels, lowered agri- tions are inaccurate. Others say global cultural yields and unpredictable weather warming could occur without C02. The only patterns. thing these theories have in common is their It doesn’t change the fact that all the preemptive disbelief. national academies of science in all the The right-wing media has been particular- major industrialized countries in the entire ly irresponsible with this, enlisting a clown world accept the theory of global warming. car of “expert” punditry offering NOAA To be absolutely clear: there is no single sci- balloon measurements or simply annual entific community left in the world that does temperature readings to disprove global not believe the basic tenants that human warming which, contrary to these methods, activities influence climate change. involves the reading of globally averaged Our decisions in this matter go beyond temperatures near the earth’s surface. These politics, ROI or marketing budgets. Perhaps are political arguments, most which suffer a disagreement will always exist because its from either reaffirming the consequent that foundations are built on a fault-line between variations in natural phenomena exist science and politics, two vastly different dis- (“Some temperatures have dropped!” ciplines. “Some places are colder than before!”), to But maybe that’s the whole point. moving the goalpost (“Not now! Business Currently, companies with a history of pol- can’t afford regulations!”), to ad hominem luting receive government credits for chang- attacks on the entire scientific community ing their act (Halliburton was applicable for (leaked documents showing scientists a loophole in Bush Administration EPA manipulated data at University of East policies, which allowed them to pollute Anglia is proof global warming is a hoax), water because they were extracting natural to generally poisoning the well of public gas from it). This does nothing for compa- discourse (“Al Gore sure makes a lot of nies that have been enacting environmental- money from global warming!”) There is a ly-friendly policies the entire time. reason why this debate rages on in media Instead, lobbying groups should push for and in public policy circles, yet remains a legislation that gives more Federal subsidies settled issue in the scientific community. to these companies, and should enact grass- “It’s exceedingly difficult, but with new roots campaigns to tell government to media we can keep on top of the spin and reward corporations that develop renewable call it out,” said Graves. “It’s an enormous energy, reduce fossil fuel dependence, challenge because I can’t help but think the decentralize the existing renewable grid and repeated messages at partisan rallies have support research into nuclear and nuclear convinced people that it’s okay to be a flat- fusion technologies. earther. But it’s not hopeless. You need to “What we need is carrots and sticks in the have prevailing voices in every sector to form of financial incentives,” Makower show people the truth and have the hope that said. “Public opinion is fickle and global it will ring true for them.” warming deniers have done a great job of Setting the record straight creating confusion. Also, there’s a failure in The idea that yelling the loudest will get the environmental movement to make a the most attention no matter how incorrect compelling case: so much of what we talk your premise is, the practice of endorsing about is fear-based. What’s remarkable is opposing theories just because they satisfy amidst all the debates and confusion on the the same preconceived conclusion, does not policy side, some companies are really driv- change that fact that our fossil fuels pump ing the climate conversation. Pleasing all 31 gigatons of carbon dioxide into the companies is impossible, but somewhere atmosphere each year. there is a policy.”

FEB. 2010 WWW.ODWYERPR.COM 19 REPORT Study shows GOP out-tweeting Democrats By Greg Hazley

epublican members of Congress are outpacing Democrats in near- Rly every category of Twitter use, according to a study by Fleishman- Hillard Senior VP Mark Senak. Of the 132 active members of Congress using Twitter, 89 are Republicans and only 43 are Democrats. That comparison is more even-handed in the Senate, where 14 Republicans and 11 Democrats are tweeting. But the House stats illustrate the lop- sided microblogging on the Hill, as 75 members of the GOP (42% of their caucus) use Twitter, while only 32 Democrats, or 12.5%, have embraced the platform. Senak said he sees Twitter not as an election predictor but as a “communica- Table 1 (above) shows top Twitter users tions barometer,” but acknowledges that in the House of Representatives. Table its future impact on the electorate remains 2 shows Twitter influence in the House, to be seen. ranked by relative reach and velocity, Despite their numerical advantage, F- based on the number of followers, as H’s analysis through the Twitalyzer tool well as re-tweet generosity, authority found that Democrats in the Senate sur- and clout as cited by other tweets. passed their Republican colleagues in Source: Fleishman-Hillard. “influence” and “clout,” suggesting more engagement and less broadcasting than the mentions of a Congressman and “re- tweets by and for, citations, and number of GOP in that chamber. tweets” of their posts, while influence is tweets. Clout is determined by the number of calculated by number of followers, re- GOP more ‘engaged’ F-H found that members of the GOP in the House are tweeting far more often, are more engaged, and are attracting many more followers than Democrats. Eight of the 10 top members of Congress for “influence” are Republicans, with the same number ranked by “clout.” GOP members sent out 29,261 tweets as of Jan. 3, 2010, compared with only 5,503 by Democrats. The GOP members get the nod for “engagement” as well as they “follow” many more users than Democrats. Sen. John McCain (R-Ariz.) has the most followers in the Senate (1.6M), while Sen. Claire McCaskill (D-Mo.) has tweeted the most. Sen. Jim DeMint (R- S.C.) is said to have more “clout” and “influence” than any other senator. House Minority Leader Rep. John Boehner (R-Ohio) has the most follow- • Serving business, industry and government clients ers in that chamber. with environmental PR needs since 1994. “Nothing, short of instantaneous broadcast, has the potential to reach so • Proven track record of award-winning many people so quickly,” Senak writes environmental communication programs. of Twitter. “But unlike a live broadcast, the tweet can live on and on, being sent (513) 772-7903 from one user to another, and carry a link that drives recipients back to websites www.etc-online.com 31 Triangle Park Drive where they can find out more informa- Pat Esposito, President Cincinnati, OH 45246 tion, or if requested, donate money.”

20 FEB. 2010 WWW.ODWYERPR.COM Makovsky at 30: B2B emphasized By Jack O’Dwyer The firm specializes in reaching business audiences in five areas through major as well as trade media. Founder Ken Makovsky cited teamwork and high morale as key ingredients for its ongoing success. Makovsky + Company, which is observ- employee with the most cards is given a veyed 150 senior ing a June 2009 to June 2010 anniversary cash prize. Other employee programs executives at year, looks back on a firm built by reaching include tuition reimbursement, flex-sched- Fortune 1000 com- business audiences for such blue chip uling and bonus incentive programs. panies and found clients as Bausch & Lomb, Booz & Co., Each December, employees put on a that most business Charles Schwab, American Express, satirical show called “The Makovsky leaders are “per- Coldwell Banker, Johnson & Johnson, Follies” that covers some of the adventures sonally convinced Russell Reynolds, and Western & Southern and mis-adventures during the year. of the grave risks Financial Group, to name some of the Employees exchange gifts and then take in of global warm- more than 60 clients on its published a Broadway show. ing.” account list. Founded in 1979 But the survey The firm’s advocacy efforts are mostly Makovsky, a native of St. Louis and a also found they are aimed at decision makers reading business graduate of Washington University and the not fully translating media such as Fortune, Forbes, Business University’s law school, started the compa- those convictions Week, Wall Street Journal and Bloomberg ny in 1979 with $12,000 in borrowed into corporate Makovsky addressed as well as trade press reaching specific money from family members but with no action. The survey a recent meeting of business categories. clients. was commissioned the IPREX network of A full spectrum of communications tools He was Senior VP and Assistant General by the firm and con- independent PR firms, are used including industry forums, semi- Manager at Harshe-Rotman & Druck, ducted by Harris which he helped found in the 1980s. nars and trade shows and traditional as well where he had been since 1971 after an ear- Interactive in the as social media. The firm’s areas of special- lier job at Ruder Finn. RF later purchased spring of 2008. ization are financial and professional serv- HR&D. His experience in working for the Makovsky hopes that “with new leader- ices, health, technology, branding, and fledgling computer industry helped win his ship in D.C. there will be a new commit- investor relations. first major client — Qantel Computers. ment to addressing global warming.” Consumer press is most often targeted in “Working with the early computer indus- The firm has created InTERRAction, doing PR for healthcare companies. Health try I was able to see the future of American described as a “multi-discipline consor- professional and patient groups are used to business which was increasing in complex- tium advising clients on the impact of take an “ownership” approach to the condi- ity,” he said. “I also saw that agencies could global warming.” tion involved. play a vital role in helping clients to market Social media tackled Makovsky + Co. posted a 19% gain to and communicate technical information to With the rise in “social media,” the $11.1 million in 2008 as it jumped from No. a broad audience. That was the inspiration firm set up a branding and interactive 33 to No. 25 on the O’Dwyer rankings. The behind our deep specialization.” services practice that has reached a vol- 2009 figures, which are yet to be finalized, Makovsky disregarded those who ume of more than $1 million in two years. will be down slightly from 2008, said thought “full-service” was the best way to Makovsky said PR people and others Makovsky. He noted the firm has grown go because specialization might “limit should not see social media as replacing 130% since 2003, and said he believes the opportunities.” Instead, the firm adopted as established mass media. firm’s knowledge of specialized areas and its brand, “The Power of Specialized “Social media will take its place hard work by a highly motivated staff are Thinking.” besides the other ways of communicating key to weathering the economic storm. Since its founding, the firm has grown in which will continue to exist,” he said. Motivational programs 26 of its 30 years and its average annual Radio was succeeded by TV but radio The firm’s “We Achieve” program growth rate in the past 15 years has been is still around, he noted. Social media rewards employees who exemplify any of 14%. It is the ninth largest firm in the does have an edge, he said, as a tool for six values — collaboration, communica- O’Dwyer New York rankings. rapidly spreading the client message to an tion, education, initiation, innovation and IPREX founder audience. “It draws a direct line between motivation. Employees can give each other Makovsky in the 1980s was one of the PR and changing audience behavior,” he cards that recognize outstanding efforts in founders of IPREX, a worldwide network said. “It’s as true in B2B as in consumer any of these categories. At month’s end, the of independent PR firms. His work in the marketing. Traditional media have to international arena resulted ‘socialize’ and follow their audience. in his receiving the Generation Y already lives digital. American Jewish “The Economist and the Wall Street Committee’s Human Journal are among the winners in mone- Relations Award for build- tizing this revolution and many have ing relationships with offi- already lost the battle. cials of more than 30 coun- “The great questions in our field have tries. never been about how we will engage Concerned about glob- audiences but how we can win their al warming, the firm in hearts and minds. That’s what our firm Staff of Makovsky + Co. at a meeting. the spring of 2008 sur- has done since its beginning.”

FEB. 2010 WWW.ODWYERPR.COM 21 Profiles

O’Dwyer’s Guide to: Environmental PR & Public Affairs 2.10

communication. When people its “Award for Public ADAMS are stressed and upset during a BUTLER Communications Excellence” in crisis or emergency, they can the Environment and Public Affairs ASSOCIATES INC., become less trusting, have dif- ASSOCIATES category. JOHN ficulty processing information, Caplan designs targeted and and often become prone to neg- 204 East 23rd Street rapid-response broadcast coverage. ative thinking. All organiza- New York, NY 10010 We help clients to win key legisla- National Press Building, #750 tions — private, public and 212/685-4600 tive battles for nonprofit organiza- Washington, DC 20045 government — must be pre- [email protected] tions and others. 202/737-8400 pared to respond effectively in www.ButlerAssociates.com Clients: Advanced Deforestation Fax: 202/737-8406 an environment where commu- Partners, Alaska Wilderness [email protected] League, American Rivers, www.johnadams.com nication rules constantly White Plains office: change. Anything less than full 707 Westchester Ave., Suite 302 Campaign for America’s White Plains, NY 10604 Wilderness, Congressional Black A. John Adams, President anticipation, preparation and practice can jeopardize trust 914/428-5500 Caucus Foundation, Defenders of and credibility with employees, Wildlife, Earthjustice, Environment For more than 30 years, John the media and the general pub- Thomas P. Butler, President America, Environmental Defense, Adams Associates has special- lic and cause irreparable dam- Stuart E. Miller, Senior VP Friends of the Earth, ized in health-related, environ- age to reputations. GreenpeaceUSA, League of mental and energy issues for Since 1996, Butler Associates Conservation Voters, National Fortune 100 companies, leading Booz Allen Hamilton’s Parks Conservation Association, Center of Excellence for Risk has represented a prestigious roster trade associations and nonprof- of clients in the environmental, National Wildlife Federation, its. We are known for our tech- and Crisis Communications Natural Resources Defense offers its clients proven tools energy and public affairs sectors. In nical expertise in analyzing and 2008, O’Dwyers named Butler Council, Pew Charitable Trusts, and techniques, firmly ground- communicating complex issues Associates the 2nd fastest growing Physicians for Social ed in behavioral and cognitive to legislators and regulators as independent PR agency and the Responsibility, Union of Concerned sciences. For example, based on well as U.S. and international firm’s Environmental and Public Scientists. media. Our work has earned extensive research and analysis, Affairs practice the 28th largest in numerous awards for excellence and the insights of leading the U.S. CERRELL in public education, for clients experts in the field of risk and The firm manages public aware- including the American crisis communication, the ness and media campaigns from ASSOCIATES Chemistry Council, the Center’s new publication “The Capitol Hill to statehouses through- Business Council for Ultimate User’s Guide to out the nation producing business 320 No. Larchmont Blvd., 2nd Flr. Sustainable Development, the Sources for Best Practices” building results for clients. Los Angeles, CA 90004 Environmental Health Research identifies critical resources for With a senior management team 323/466-3445 Foundation and the White information about best prac- possessing over 50 years industry Fax: 323/466-8653 House Council on tices in crisis and risk commu- [email protected] experience, Butler Associates man- www.cerrell.com Environmental Quality. John nication. The Guide offers an ages and directs regional and Adams Associates is a co- inventory of high-quality national media, editorial page, and founder of the WORLDCOM sources from several countries Matthew Gallagher, Vice educational campaigns and suc- President Public Relations Group, and in for topic-specific communica- cessful coalition and stakeholder 2008, extended our resources tions such as terrorists’ acts, development efforts. With one of the largest environ- into Brussels and Beijing natural disasters, disease out- through our merger with the mental affairs practices in the breaks and food or water safety CAPLAN United States, Cerrell Associates Kellen Company. incidents, and also identifies COMMUNICATIONS specializes in public affairs, stake- the best resources for general holder outreach, media relations BOOZ ALLEN proven principles of effective and political engagement on a wide HAMILTON risk and crisis communication 1700 Rockville Pike, Suite 400 array of environmental issues. that apply in any crisis or emer- Rockville, MD 20852 Our client portfolio includes gency situation. In addition, the 301/998-6592 large government agencies, corpo- Center of Excellence for Risk and Guide points to quality Fax: 301/983-2126 rations, non-profits and green Crisis Communications resources that can be used to 8283 Greensboro Drive [email protected] minded entrepreneurs. Mclean, VA 22102 update communication strate- www.caplancommunications.com At Cerrell Associates, we under- 703/902-4510 gies for specific populations stand the unique sensitivities [email protected] including leaders, first respon- Aric Caplan, President involved with environment and www.boozallen.com ders, military personnel and energy communications. Our rela- their families, and culturally Caplan Communications is a tionships with the news media, Dr. Tim Tinker, Director, Center diverse populations. To obtain a full-service Washington-DC area community leaders and elected of Excellence for Risk and Crisis free copy of the Guide, contact PR agency that champions the envi- officials throughout the Southland Communications Dr. Tim Tinker, Director, ronment, social justice causes and make us uniquely qualified to assist Center of Excellence for Risk energy conservation and advances clients in their strategic efforts. High-stress situations dra- and Crisis Communications at sustainable business practices. Cerrell Associates — Strategy, matically change the rules of [email protected]. O’Dwyer’s honored Caplan with Communications, Results.

22 FEB. 2010 WWW.ODWYERPR.COM PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS

mental issues and to make their gic communications firms, placing CHARLESTON | voices heard to decision makers. Its in the top 25 nationally and receiv- outreach programs are proactive, ing hundreds of industry awards. ORWIG transparent, savvy, and authentic. Davies offers public affairs expert- In the new paradigm of peer-to- ise across multiple industries, with 515 W. North Shore Drive peer communications, Consensus five specialized practice areas in Hartland, WI 53029 Inc. has demonstrated success in Energy, Mining, Pharma/Biotech, 262/563-5100 applying social media strategies to Real Estate & Crisis Management. www.co-reputation.com influence community opinions, Clients include Fortune 100 comwww.charlestonorwig.blogspot.com including an industry award-win- panies and top names in 46 states. ning blog campaign last year. By Lyle Orwig, Mark Gale, Beth combining social media and tradi- THE Andersen, Managing Partners tional outreach strategies, Consensus Inc. offers a unique DILENSCHNEIDER Charleston|Orwig is a national opportunity for clients to diversify GROUP communications consultant on rep- their approach to public affairs and environmental communications. utation management, especially as MetLife Building it relates to sustainability, corporate 200 Park Avenue, 26th Floor social responsibility and public DAVIES New York, NY 10166 Pat Esposito, ETC Principal, issues. The agency manages public, 212/922-0900 President, and CEO. media, stakeholder and govern- 808 State Street Fax: 212/922-0971 [email protected] ment perceptions to support the Santa Barbara, CA 93101 www.thedilenschneidergroup.com confidential analysis of a current sit- objectives of a broad base of busi- [email protected] uation, or develop strategies for nesses and organizations. Recent www.DaviesPublicAffairs.com Robert L. Dilenschneider, near and long term objectives — examples include developing a President and CEO high-profile national program to Los Angeles: 310/395-9510 and to guide through the execution provide food to the needy, estab- Chicago: 312/239-6444 process as much as needed to pro- The Dilenschneider Group, duce a desired result. Our coun- lishing a culture of sustainability Washington, D.C.: 202/580-8930 headquartered in New York and within an international corporation, Santa Barbara: 805/963-5929 selors are Tom Hellman, Ken Chicago, provides personal service Nasshan, Howard Glassroth, and creating platforms for missions to a limited and select number of and core values related to responsi- , CEO Colburn Aker, Shelley Spector, Jim John Davies clients. The Group has proven Sloan, Tom Davis, and Brian bility programs. Our strategically Robb Rice, EVP links in all major world capitals and focused team draws on a wealth of , SVP Thomas in the U.S., and Gijs Dröge Lisa Palmer in all major U.S. cities. in Europe. experience to implement tactics in Taylor Canfield and Michael The firm brings to clients a level effective, measurable ways. , Practice Leaders Issues on which we have worked Wong of communications counsel and range from environmental, health While we work diligently to help Joshua Boisvert, Director creativity and an exposure to con- clients avoid crisis situations, our , Senior Strategist and safety, product-related compli- Mark Saunders tacts, networks and relationships ance, clean energy and green man- team includes seasoned profession- Jolene Griffith, Controller that are not available elsewhere. als well-versed in handling the , Marketing Manager agement matters to public affairs, Pia Dorer The Dilenschneider Group pro- climate change programs, sustain- often chaotic demands of crisis Caitlin Steele, Office Manager vides access for clients to the finest response. ability reports and strategic stake- communications professionals in holder communications on carbon To learn more, please visit Winning approval today is tied the world, with experience in fields economics. www.charlestonorwig.blogspot.co directly to your ability to rapidly ranging from crisis communica- You can look at our team’s cre- m and www.co-reputation.com. reach out, engage others, and do so tions to mergers and acquisitions dentials and sample some of our while everyone watches. Davies and marketing, government affairs insights on the Envirocomm.com creates messages that motivate CONSENSUS INC. and international media. website. individuals to stand up, speak out, Since its founding, the firm has E. Bruce Harrison leads the firm and take action, influencing the 626 Wilshire Blvd., Suite 1000 provided timely and thoughtful and facilitates effective match-up approval process at all levels. From Los Angeles, CA 90017 research on the important issues of between client and counselor. Call redeveloping controversial natural 213/438-1755 the day. Send for a copy of our Bruce at the Washington number resource extraction and mining Trend Repor [email protected] biannual t. for a conversation about what projects, to permitting energy facil- www.ConsensusInc.com you’re interested in and how to best ities in sensitive environments, ENVIROCOMM utilize our green leadership team. Josh Gertler, President Davies uses authentic grassroots to generate real results. Our unique Consensus Inc. is recognized approach to research, message 1300 Pennsylvania Ave. NW, #700 ETC, INC. for its expertise in community out- development and targeted outreach, Washington, DC 20004 reach strategies for complex and using all communication channels, 202/285-2639 31 Triangle Park Drive controversial issues. The firm has has resulted in a 96% success rate www.envirocomm.com Cincinnati, OH 45246 extensive experience in environ- for our clients. 513/772-7903 mental communications including We’ve turned more than 450 Envirocomm is a unique firm of [email protected] www.etc-online.com community relations for soil and controversial public affairs issues veteran counselors assembled groundwater remediation projects, into wins for our clients. There's no exclusively to help corporate execu- Pat Esposito, Principal, building community support for time for a learning curve when con- tives deal with greening issues, and President, & CEO wind farms, renewable energy proj- troversial issues threaten the suc- to obtain competitive advantages. Bethany Dale, APR, Principal, ects, land use entitlements, and cess of your project. To ensure you Environmental affairs, energy Vice President landfill expansions, and public have the right messages, strategy and climate change, and corporate involvement programs as mandat- and tactics to win, we’re standing sustainability are the firm’s focus. Environmental Technologies ed by NEPA/CEQA. Consensus by at DaviesPublicAffairs.com. Corporate clients get a senior pro- and Communications, Inc. is a Inc. uses innovative tools to inter- Since 1983, Davies has consis- fessional, experienced, capable and act with stakeholders on environ- tently ranked among the top strate- ready to provide a comprehensive, Continued on page 24

FEB. 2010 WWW.ODWYERPR.COM 23 PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS

provides policy analysis, lobbying, www.gibbs-soell.com media relations. ETC, INC. media relations, message develop- Founded in 1996, our work Continued from page 23 ment, coalition-building, and grass- Cos Mallozzi, CEO spans many client sectors. We are roots advocacy. The company’s Luke Lambert, President trusted advisors to activist organ- Midwest PR firm that deals exclu- firmwide commitment to the com- ization The Workmen’s Circle, sively with environmental, health plete integration of new and tradi- Gibbs & Soell, an independent corporate healthcare’s Olsten and safety issues. tional outreach is reflected in its public relations firm since 1971, Health Services, and a roster of The firm was founded in 1994 approach to public affairs advocacy. has been a trusted advisor to top- leading business services and and currently maintains a staff of In addition to offering clients deep tier clients seeking effective reputa- consumer marketing companies. 25. Clients are primarily public political and policy experience tion management and leadership Prior to founding Goldman utilities and major manufacturers across the globe, the firm boasts positioning on sustainability, Communications Group, Sherry who turn to ETC for support when expertise in the full range of Web renewable energy and corporate Goldman led environmental and they have an emerging EHS issue, 2.0 techniques, including social social responsibility issues. issues programming for First or one that has already attracted media, search engine optimization With headquarters in New York, Brands Corporation, Canon USA, public attention and concern. and marketing, blogger outreach offices in Chicago, Raleigh and 100% Recycled Paperboard ETC works with industrial and other new media tactics. Zurich (Switzerland), and affiliates Association, Keep America clients facing state/federal consent Specialties include: healthcare, in 30+ countries, G&S speaks the Beautiful, and Green Seal, spear- orders for environmental pollution. international trade and investment, language necessary to educate and heading programs addressing ETC also provides communication homeland security, financial servic- prompt action among key stake- issues including waste manage- assistance to clients with construc- es, technology, cyber security, holders. ment, degradability, and green tion, demolition, and remediation telecommunications, energy, natu- We collaborate to develop strate- marketing. projects that will directly affect ral resources, agribusiness, food gies and mobilize as a rapid neighboring properties. safety, biotechnology, transporta- response team of senior counselors HOPE-BECKHAM Sometimes, clients seek assistance tion, and business-to-government with relevant industry experience when government action shines a marketing. FH maintains a global to help organizations communicate INC. new light on some aspect of their sustainability communications their responsibility to the environment. operations. practice to help clients align envi- 17 Executive Park Dr., Suite 600 Communication plans and ronmental objectives with their Our bottom line is to serve as the outside, independent voice you can Atlanta, GA 30329 strategies are custom-designed to business goals. Its worldwide net- 404/636-8200 fit the situation, and may include work of sustainability practice trust. Our services include: issues [email protected] media relations, community out- counselors has relevant, specific www.hopebeckham.com reach, public meetings and involve- experience in everything from car- management/counseling, corporate communications, marketing comment, opinion surveys, ad cam- bon policy, climate change initia- , Director munications, event marketing, David C. Van Voorhis paigns, and other forms of employ- tives and capital markets, to sustain- Business Development & Client employee communications, leader- ee/stakeholder communications. able farming, renewable energy, Relations Topics range from buried wastes, sustainable communities and green ship positioning, social networking/digital media outreach, com- contaminated buildings, impacted building; from carbon markets to Hope-Beckham Inc. is a public soils, polluted streams, and con- green products, supply chain man- munications research and evalua- tion, and communications training relations agency with additional taminated groundwater, safe drink- agement and service marketing. strengths in experiential marketing water, and sewage collec- We work with clients in a wide including I Power™ , a proven, dynamic process for creating and ing and business consulting. The tion/treatment, to plant odors, toxic range of industries to restore or agency provides a variety of serv- emissions, and indoor air. enhance their environmental repu- delivering insightful, influential and high impact communications. ices to its clients on a local, ETC has been repeatedly recog- tation, successfully manage envi- regional and national level. In nized for its outstanding work by ronmental issues and crises, site 2007, 2008 and 2009, Hope- PRSA, IABC, the International new facilities, and implement envi- GOLDMAN Beckham was awarded Academy of Communications Arts ronmental community relations COMMUNICATIONS O’Dwyer’s Top Independent PR and Sciences/MarComm, the programs. FH professionals are Firms in Environmental/Public International Academy of the experienced with air quality, energy GROUP INC. Affairs. Visual Arts, and others in national conservation, renewable energy, From methane gas to solar and international PR award compe- groundwater pollution, sustainable 1 Bay Club Drive, 10th Floor energy initiatives, sustainable titions since 1996. development issues, and corporate Bayside, NY 11360 business practices to new energy climate response. Among our cur- 718/224-4133 solutions, environmental initia- FLEISHMAN - rent public affairs, sustainability www.goldmanpr.net tives are very important to Hope- and environmental clients are: Beckham, not only from a busi- HILLARD AT&T, Boy Scouts of America, Sherry Goldman, President ness perspective, but from a per- Election Systems & Software, sonal one. 200 North Broadway Enterprise Rent-A-Car, Exelon, Fix Goldman Communications Whether communicating with a St. Louis, MO 63102 Housing First Coalition, Holcim Group provides strategic counsel client’s various constituencies or 314/982-1700 (U.S.), Huawei Technologies, and public relations, crisis and creating programs and events that www.fleishman.com Kinder Morgan, Olin Corporation, issues communications, and pub- effectively position an organiza- Peabody Energy, Tata Consultancy lic affairs programs to corporation within the communities it John Graham, Chairman Services, Embassy of Turkey and tions, non-profit associations, and serves, Hope-Beckham is known Dave Senay, President & CEO World Wildlife Fund. labor unions. The agency won a for its creativity and cost effec- Bill Black, Co-Chair, PA Practice 2009 Silver Anvil award for crisis tiveness in the arena of public Ken Fields, Co-Chair, PA Practice GIBBS & SOELL communications on behalf of the affairs. PUBLIC RELATIONS Writers Guild of America, East Why choose Hope-Beckham? Fleishman-Hillard’s worldwide during the television and film We pride ourselves on our strong writers strike. Writers Guild East team conducts public affairs com- Worldwide Headquarters public relations and experiential munications and government rela- 60 East 42nd Street, 44th Floor is a long-term agency client for a marketing execution, not just tions programs for many of the New York, NY 10165 comprehensive program involv- meeting client expectations, but world’s leading corporations, 212/697-2600 ing industry issues, national and exceeding them, on time and on NGOs and associations. The firm Fax: 212/697-2646 local legislative outreach, and budget.

24 FEB. 2010 WWW.ODWYERPR.COM She votes with her thumbs, and her social network follows her lead. Where does she stand on your issues?

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www.fleishman.com PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS

social media and media training. Ogilvy PR has helped clients MAYO offers community out- develop and communicate reach and award-winning educa- meaningful sustainability and tion campaigns for green tech- environmental initiatives. nologies, entertainment publicity, Ogilvy Earth, our global sus- nonprofits and Fortune 500 com- tainability offering ensures a panies. For more check out consistent yet locally relevant www.lacountygreen.com. approach to sustainability from market to market. Our experts MWW GROUP bring unique insights about the shifting environmental communications landscape and com- One Meadowlands Plaza East Rutherford, NJ 07043 bine in-depth knowledge of sus- 201/507-9500 tainability with expertise help- www.mww.com ing corporations reach stakeholders – employees, con- Michael Kempner, President & sumers, governments, local CEO communities, media, customers, William P. Murray, Executive suppliers and investors. Vice President Public Affairs The agency helps our clients Laura Catalano, Senior Vice President navigate this complex and changing environment through As one of the nation’s top ten a variety of services including strategic planning and develop- MAYO Communications, Los Angeles produced the media launch for a public relations agencies, MWW Group is best known for its ment, partnership identification new recycling business at the ConocoPhillips Inc. Refinery for a new results-driven approach. MWW and outreach, and internal and student run and managed business. ConocoPhillips donated $10,000 to Group’s team of public policy and external communications. the startup. (L-R) Tony Cordero, PA Mgr., ConocoPhillips, Inc.; Kristin public affairs experts are well-rec- We take a 360-degree Wisdom, Environmental Services Supervisor; Banning High School ognized on the federal, state, and approach to communications; Junior Javiar Bustamonte; CEO & Founder Carol Rowen, International municipal level for our ability to offering our clients public Trade Education Programs (ITEP); Ruby Beuno, Banning High School manage media issues and our net- affairs, public relations, govern- Junior and Head Counselor George Kolarov, Banning High School. work of relationships with a wide ment relations, digital commu- range of national organizations nications and advertising solu- Photo by George S. McQuade III. and critical coalitions. We propel tions. Ogilvy PR’s roster of Fortune our clients’ messages to the fore- clients includes 100 companies, global multination- financial services, health-care, front of the public policy debate and shape the concepts that res- als, government organizations, MARX LAYNE & higher education, hospitality, non-profit organizations and legal, manufacturing, nonprofit, onate and reach the audiences that COMPANY have an impact. leading industry trade associa- real estate, retail and telecom- tions. munications. Following suit, MWW’s Sustainability practice has enor- PEPPERCOM 31420 Northwestern Hwy., Ste 100 MAYO mous breadth and depth across the Farmington Hills, MI 48334 entire green landscape. We repre- 248/855-6777 COMMUNICATIONS sent non-profit environmental 470 Park Avenue South [email protected] organizations and for-profit cor- New York, NY 10016 www.marxlayne.com 7248 Bernadine Ave., 2nd Floor porations all in the interest of 212/931-6100 West Hills (LA), CA 91307 advancing our world’s sustain- www.peppercom.com ability. As one of the first PR Marx Layne & Company is www.mayocommunications.com firms to attain ISO 14001 certifi- Steven Cody and Edward Moed, one of Michigan’s leading inde- cation, MWW’s Sustainability pendent public relations and Aida Mayo, President Managing Partners George S. Mc Quade III, V.P. practice follows from our firm’s public affairs agencies. fundamental commitment to our Peppercom is a mid-sized com- Our public affairs profession- planet’s health. We work hand-in- Mayo Communications & munications agency that spe- als customize high-impact hand with our clients to imagine, MAYO PR, based in Los Angeles, cializes in developing strategic strategies to deliver clients’ design and implement powerful with offices in New York, San and creative PR programs for messages and influence opinion and effective environmentally- Diego and Bern, Switzerland has clean tech companies as well as on legislation, regulation and themed campaigns. appropriations at the state and been servicing environmental, working with Fortune 1000 cor- local levels. business, governmental and enter- porations that are transforming We’re routinely engaged by tainment industry clients since OGILVY PUBLIC into “green” companies and lobbyists to reinforce their 1995. In 2009, MAYO created a RELATIONS need environmental PR support. efforts by generating con- media blitz for International Trade Peppercom’s GreenPepper stituent messages, news cover- Education Training Programs WORLDWIDE offering focuses exclusively on age and talk show appearances, (ITEP) that resulted in major “green” initiatives such as help- grants, including ConocoPhillips, ing diversified manufacturers editorial commentaries, expert 111 Sutter Street, 11th Floor testimony and research studies. an international, integrated energy San Francisco, CA 94104 identify ways to leverage their Our clients include publicly company to launch a recycling 415/677-2726 current efforts to position them- traded multinational corpora- company. MAYO has a history of [email protected] selves as part of the green econ- tions, mid-sized companies and national, international, award- www.ogilvypr.com omy. Additionally, small private practices. winning environmental cam- GreenPepper provides guidance We’re knowledgeable in paigns from Dubai, Dublin, Michael Law, Managing Director to clean tech start-ups in devel- many industries including envi- Ireland, Switzerland to Argentina. oping their communications ronmental services, energy, MAYO niche: media placement, For more than twenty years, platform. In addition to

26 FEB. 2010 WWW.ODWYERPR.COM PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS

GreenPepper, Peppercom’s Partner, Global Head of Public services include a positioning Affairs, Managing Director program designed to differenti- ate a client from its competitive Porter Novelli Public Affairs set, a crisis management pro- combines political, policy and gram called CrisisRx, digital media expertise into a national programs through PepperDigital network of experienced profes- and Pain-Based Selling, a pro- sionals with a track record of gram that identifies the gap winning tough battles for a wide between perception and reality range of clients. Our collective of what clients are thinking. wisdom, expertise and network Peppercom is ranked among of contacts in public policy and the top 20 largest independent media circles give us an intimate PR firms in the U.S. Clients past understanding of today’s public and present include Solazyme, affairs challenges and the oppor- Honeywell UOP, GE Energy, tunities that lie ahead. At any Ricoh Americas Corporation, moment, we can assemble an Steelcase, Green Alpha ideal combination of skills, expe- Advisors, and the American rience and resources to meet our Institute of Architects (focusing clients’ specific needs and help on “green” buildings). their stakeholders change their attitudes, beliefs and behaviors. PERITUS We bring to the table a winning track record in managing tough, multi-faceted campaigns 200 South Fifth Street, Suite 503 where our clients’ messages were Peritus: We’re where our clients need us … behind the scene or on Louisville, KY 40202 not readily apparent or where the front line. 502/585-3919 conventional wisdom assumed www.perituspr.com victory for the other side before the campaign had even begun. ers, advocates and the general Peritus is widely recognized for Whether it is a high profile POWELL TATE public. its ability to create and implement issue in the U.S. Congress, a A unit of Weber Shandwick, strategic winning solutions for campaign to educate policymak- Powell Tate’s team includes 400 clients through disciplined and ers and the public about the value 700 13th Street NW public affairs professionals glob- ethical advocacy. We provide lay- and contributions of a particular Washington, DC 20005 ally. ered expertise in public affairs, industry, or a state referendum or www.powelltate.com public relations, marketing and ballot initiative, our expertise is RASKY BAERLEIN creative services. Established in evidenced by our passion for Pam Jenkins, President the 1990s, the firm quickly distin- winning and our record of suc- STRATEGIC guished itself as a leader in cess. Powell Tate, based in alliance development, crisis com- COMMUNICATIONS Our Washington, D.C. office is Washington, D.C., is one of the munication, grassroots & home to seasoned professionals most respected names in public grasstops campaigns, litigation 70 Franklin Street, 3rd Floor working within our public affairs. Established in 1991 as a support and strategic counseling. Boston, MA 02110 affairs, consumer marketing, bipartisan firm, Powell Tate con- At Peritus, we pride ourselves on 617/443-9933 – Boston office food and nutrition, environmen- tinues to recruit top communica- the ability to engineer the right 202/530-7700 – Wash., D.C. office tal, health care and social market- tions and policy experts from www.rasky.com solutions and our relentless effort ing practices. Our global corpo- both parties on Capitol Hill, the to keep clients on the fast track to rate social responsibility and White House, federal agencies, Joe Baerlein, President success. With offices across the environmental communications trade associations, advocacy George Cronin, Principal, Senior Midwest, clients across the nation team, which includes colleagues organizations and the media. No Vice President, Public Affairs and more than a century of com- , Senior Vice based across the network, offers matter which party controls Jim Cabot bined experience, we’ve devel- President, Energy and deep expertise and insights Congress, Powell Tate profes- oped an impressive staff with a Environment across the broad spectrum of sus- sionals help craft and deliver fighting spirit and vast, influential tainable business practices for powerful messages and activate networks. We find the right mix Rasky Baerlein Strategic clients, from those who are just advocates to achieve results. of public affairs, media relations Communications is a nationally beginning to organize around While Powell Tate can help and grassroots strategies to suc- recognized public and govern- those issues to those who have clients reach top opinion leaders ceed. Peritus has executed suc- ment relations firm with more been “doing the right thing” but in Washington, the agency also cessful campaigns for notable than a decade of experience pro- have not yet successfully lever- specializes in state and local pub- clients such as Arysta viding exceptional client service aged this with their most impor- lic affairs campaigns and grass- LifeScience, Pfizer, PhRMA and to organizations that operate at tant audiences. Our strategic roots outreach, especially through Ford. the intersection of business, poli- planning and research unit works interactive media and advocacy. tics and media. With offices in Major areas of expertise include PORTER NOVELLI across practice areas and serves Boston and Washington, D.C., the as the national headquarters for energy and environment, health- firm offers a comprehensive our proprietary Porter Novelli care, non-profit advocacy, finan- range of services, including ballot Owned by Omnicom Styles research offerings. Our cial services, education, interna- initiative management, corporate 75 Varick Street annual Consumer Styles survey tional communications and communications, community New York, NY 10013 has become a must-have barome- defense. The firm also special- 212/601-8000 relations, crisis and reputation ter for dozens of our clients in izes in crisis and litigation com- management, grassroots organiz- Fax: 212/601-8101 determining the attitudes and munications, and partners with www.porternovelli.com ing, investor relations, litigation awareness of over 10,000 con- numerous law and lobbying firms support, lobbying, and public sec- to help clients communicate and Gary Stockman, CEO sumers across a broad spectrum Continued on page 28 Catherine “Kiki” McLean, of issues and topics. build support among policymak-

FEB. 2010 WWW.ODWYERPR.COM 27 PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS

paigns for clients in the technolo- doc “The Age of Stupid,” gy, entertainment, food and bever- Children’s Health Environmental age, automotive, aviation and non- Coalition featuring Olivia profit industries, including Newton-John and Kelly Preston, Fortune 500 companies, philan- Rolling Stones Benefit Concert for thropies and organizations, trade NRDC, Bloomberg News White associations, filmmakers and dis- House Correspondent’s Dinner tributors and international celebri- After Party, and Texas Instruments ties and recording artists. LED TV. Whether we are supporting the launch of Hangar 25, the world’s RUDER FINN first solar-powered aircraft facility at the Burbank airport; raising awareness for the Green Business 301 East 57th Street Roundtable, a public/private green New York, NY 10022 Rogers & Cowan hosts the Green Business Roundtable at Hangar event featuring former President www.ruderfinn.com 25/Burbank Airport, the world’s first LEED Platinum certified aviation Bill Clinton and Los Angeles pub- 1667 K Street NW hangar. lic officials; building excitement for the eco-documentary “The Age Washington, D.C. 20006 of Stupid”; or securing media cov- RASKY BAERLEIN trend. We have decades of experi- erage for Fisker Automotive, as Anne Glauber, New York office ence helping companies to define Jessica Ross, Washington D.C. Continued from page 27 the first green, luxury American and project their environmental car company, we provide our office and related energy positions clients with the PR and marketing tor business development. while working with them to man- strategies, access and relationships Ruder Finn is an independent, Rasky Baerlein’s Public age environmental crises and to secure the right print, broadcast US based public relations firm Affairs practice has extensive issues. and social media coverage with with over sixty years of experi- experience representing multi- Beginning from a firm scientif- the right messaging to help ence. Ruder Finn’s commitment national clients’ interests before ic orientation, RF|Binder helps clients’ promote their various ini- to environmental issues is at the local, state and federal govern- our clients communicate on ener- tiatives. core of much of its practice. As ments, and can help you take gy and environmental topics Some clients/projects have issues of climate change and advantage of the strong relation- credibly and strategically, while included Cabo Sao Roque Resort, renewable energy are top-of mind ships we have built with elected avoiding or blunting the many Natural Resources Defense for policy makers, Ruder Finn’s and appointed government offi- challenges posed by an increas- Council, Shangri-La Construction: public affairs practice has the ingly skeptical media, sometimes cials in both New England and on Hangar 25, Green Business Continued on page 29 Capitol Hill. hostile activist groups, Roundtable, Fisker Karma, eco- The Energy and Environment NIMBYism, warring scientific practice excels in helping clients opinions and an often confused achieve their business objectives public and policy makers. ORDER PR’S MOST USEFUL DIRECTORY! through integrated communica- RF|Binder’s current and recent tions strategies, working with environmental clients include: Only $95 for the 400-page companies ranging from large Bank of America, Dunkin’ utilities to clean tech start-ups Brands, Staples, Entergy, NRG, 2010 O’Dwyer’s Directory and a burgeoning roster of renew- Bosch, Cotton Incorporated and of Public Relations Firms able energy companies. the Newspaper Association of The firm has served and is America. O’Dwyer’s Directory gives you quick access to serving a broad range of clients large, medium-sized, and small PR firms and even including: American Council on ROGERS & COWAN experienced freelancers who work out of their Renewable Energy, Boston- homes. Whether you seek a long-term, worldwide relationship or need extra help on a project, Power, Covanta Energy, Eli Lilly PACIFIC DESIGN CENTER O’Dwyer’s Directory is the place to shop. & Company, Fidelity Financial 8687 Melrose Ave., 7th Floor National, First Wind, GDF SUEZ Los Angeles, CA 90069 Listed firms have expertise in: Energy North America, 310/854-8117 • Public Relations • Crisis Communications MediCom, Toyota and Viridity. Fax: 310/854-8106 • Social Media • Integrated Marketing www.rogersandcowan.com • Branding • Corporate Advertising Why O’Dwyer’s Directory of RF | BINDER • Investor Relations • Lobbying PR Firms is so popular ... Tom Tardio, CEO • Employee Communications • Proxy Solicitation ! Has brought billions of dollars in PARTNERS • Internet PR • International PR business to PR firms.

• Product Publicity Authoritative industry rankings, based on Rogers & Cowan is the leading ! CPA statements, tax returns. 950 Third Ave., 7th Floor entertainment marketing and PR 1,850 FIRMS LISTED IN 2010 DIRECTORY ! Separate rankings for independent and New York, NY 10022 agency with U.S. offices in Los INCLUDES 300 IN 48 COUNTRIES! ad agency-related PR operations. ! Firms ranked by 17 geographical regions in 212/994-7560 Angeles and New York. We offer the U.S. “O’Dwyer’s Directory of PR “Up-to-date, indispensable [email protected] clients a proven approach to build- firms is the finest source of resource. Saves time and money. ! Leaders ranked in 12 specialized categories: information on PR firms.” Every PR pro should have one.” agriculture, beauty & fashion, entertainment, www.rfbinder.com ing awareness and support for - Howard Rubenstein, President, - Robert L. Dilenschneider, The environmental/PA, financial, food & beverage, Rubenstein Assocs. Dilenschneider Group healthcare, home furnishings, professional their environmental and public svcs., sports/leisure, technology and travel. David Kalson, Exec. Managing affairs initiatives by leveraging the “The first source we turn to when “A phenominal job-seeking aid.” ! Easy-to-use, PR firms sorted geographically doing an ad agency search.” - Marie Raperto, The Cantor and by 17 types of PR specialties. Firms listed Director powerful influences of the enter- - Stan Beals, Jones Lundin Beals Concern alphabetically. Articles on how to hire and use a PR firm by tainment industry coupled with a “The O’Dwyer Directory is an “Single most important source ! industry experts Jack O’Dwyer and Fraser The environment has become strong corporate and trade PR excellent tool when searching of information on PR firms.” Seitel. for outside PR counsel.” - Thomas L. Harris, Author, one of the defining issues of our strategy. - Art Stevens, Managing Partner, Choosing and Working ! 7,000+ clients are cross-indexed. O’Dwyer’s StevensGouldPincus LLC Directory of PR firms is the only place you with your PR firm can look up a company and determine its era, and RF|Binder continues to Our team manages and executes outside counsel. be at the forefront of this historic environmental PR and PA cam- Order online at www.odwyerpr.com or call (212) 679-2471

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The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS

works, a leader in the smart grid outreach to serve an internation- industry; MiaSole, a maker of al list of clients from a broad thin-film solar panel products; range of industries. Based in and OwnEnergy, a company that Washington, D.C., our Public partners with landowners to Affairs Group is comprised of develop renewable energy wind skilled strategists with the expe- projects. rience to tackle some of the For more information go to toughest challenges in the leg- www.ruderfinn.com/i/renewabl islative and regulatory arenas. eenergy or call Anne Glauber, Our programs also encom- EVP, (212) 593 6481. pass: Community Engagement, Issue Advertising, Polling and SCHNEIDER Research, Spokesperson Training. ASSOCIATES Our emphasis is on the direct involvement of senior profes- 2 Oliver Street, Suite 901 sionals with the ability and Boston, MA 02109 depth to manage complex cam- 617/536-3300 paigns. www.schneiderpr.com

Joan Schneider, President STRATACOMM Phil Pennellatore, EVP/Partner, Corporate/Public Affairs Practice One Thomas Circle, 10th Floor Washington, DC 20005 Now in its 30th year, Schneider 202/289-2001 Associates implements a propri- www.stratacomm.net “Schneider Associates’ Phil Pennellatore, EVP/partner (left), and etary process known as , Principal, Senior Joan Schneider, APR, president and creative director (right), engage Community Launch to develop Ron DeFore with clients and colleagues at a public relations event in Boston.” Partner public affairs campaigns on Bill Buff, EVP, Senior Partner behalf of premier commercial, John Fitzpatrick, EVP, Senior RUDER FINN ly with stakeholders, or creating retail and residential real estate Partner audibility and visibility for clients developers, as well as corpora- Continued from page 28 in the media and the marketplace tions, nonprofits and municipali- Michigan office: of ideas, Ruder Finn has the expe- ties. The firm has demonstrated Sharon Hegarty, Managing Dir., expertise in building public sup- SVP, Partner knowledge and the relationships rience to ensure a meaningful Kim Skeltis, Managing Dir., SVP, to position clients in these evolv- impact. port to ensure that client projects Partner ing areas. Whether it is creating Working in concert with the successfully move forward the alliances needed for legisla- public affairs practice, Ruder through the public process. Stratacomm is a full-service tive or regulatory change, profile Finn’s Global Issues Schneider Associates’ clients strategic communications firm building and leadership position- Communications practice include prominent firms such as that helps clients educate, per- ing on dynamic and emerging brings years of experience and a Patriot Partners, Equity Office, suade and motivate people to issues, communicating effective- wealth of knowledge in the National Development, drive results. Public affairs environmental arena. Award Nordblom Company, Campanelli expertise includes energy and winning work with corporations Companies and FHO Partners. environment, transportation, and Non-Governmental Additionally, Schneider’s work infrastructure and education, Organizations in the green includes issues advocacy on among others. Using research to space sets Ruder Finn apart. behalf of communities, non prof- guide the way, we match pas- Environmental clients have its, and municipalities including, sion with expertise to create included Global Green USA, the City of Boston, ESAC and integrated communications the U.S. affiliate of Green Cross Boston 2010. Learn more about campaigns that raise awareness, International founded by how Schneider Associates enhance reputation, shape poli- Mikhail Gorbachev; Norsk launches products, services, com- cy and build market share. Hydro, a leading Norwegian panies and communities in the While independently managed, light metals and energy compa- corporate and public affairs realm we are part of the Fleishman- ny; Det Norske Veritas, a at www.schneiderpr.com Hillard international network, Norwegian institute that pro- offering the personal service vides a system to measure STANTON and value of a boutique agency greenhouse gas emissions COMMUNICATIONS with the reach and resources of reductions and the United a global company. Most of our Nations Environmental clients are long-term, repeat Program, among others. In the 1150 Connecticut Ave. NW, Suite 810 customers. We consider client renewable energy sector, Ruder Washington, DC 20036 loyalty to be our true measure of Finn has worked with the Phone: 202/223-4933 success. Solena Group, a worldwide pro- www.stantoncomm.com Select clients include: U.S. ducer of energy from biomass Department of Energy, smart and Acciona Energy North Catherine Imus, Managing [car] USA, National Railroad America, a wholly owned sub- Director, Public Affairs Passenger Corporation sidiary of Acciona, one of the (Amtrak), Hearth, Patio & Catherine Imus, Managing world’s largest producers of Stanton Communications Barbecue Association, the Director, Public Affairs for renewable energy. applies its expertise in media Aluminum Association, the Stanton Communications Ruder Finn is currently work- relations, coalition building, Continued on page 32 ing with Silver Spring net- digital media and grassroots

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sor to the Cleantech Law and www.XenophonStrategies.com Business Review, and a board member of the US-China Clean Xenophon Strategies is a full Energy Forum. service strategic communications firm specializing in public rela- WIDMEYER tions, public affairs, crisis communications and government COMMUNICATIONS affairs. The agency won the cov- eted PRSA Silver Anvil in 2009 1129 20th Street, NW, Suite 200 for the “Best Public Affairs Washington, DC 20036 Campaign of the Year” for 202/667-0901 Xenophon’s work on the “Stop [email protected] Oil Speculation Now” campaign. www.widmeyer.com Xenophon’s clients include “Fortune 500” companies, trade Ben Finzel, Senior Vice associations, the federal govern- President, Public Affairs ment and not-for-profit organiza- Zeppos & Associates’ Senior Account Team includes Brenna tions. Widmeyer Communications is a Xenophon’s professionals can Kriviskey Sadler, Vice President; Lauren Olstad, Account Executive; fiercely independent full-service and Brian Knox, Vice President. manage all aspects of a public communications firm with offices affairs campaign including, in Washington, D.C. and New issues support, grassroots advo- STRATACOMM Michigan’s Ross School of York. Widmeyer provides research- cacy, grasstops outreach, coali- Business Executive Education and based strategy and planning, public Continued from page 30 tion development, media rela- the Brazilian Sugarcane Industry relations, advertising, creative and tions, advertising, social media Association. digital expertise to clients with community development and Passenger Corporation (Amtrak), needs in public affairs, health, edu- engagement, and website cre- Hearth, Patio & Barbecue WEBER cation, arts and culture, environ- ation. ment, transportation and more. 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Zeppos & Associates has worked Get these 2 FREE reputation and thought leadership, We provide efficient, effective on issues relating to PCBs, tim- publications public affairs, social and digital communications advice and coun- ber, agriculture, alternative fuels, media and investor relations. development, landfills, utilities, O’Dwyer’s sel that delivers results. We’re Current clients include eMeter, ready to help you harness the mining, wetland mitigation, infra- 2009 Directory Cobalt Technologies, Siemens, structure and more. The profes- of PR Firms power of these engines for your Honeywell and Windtronics. organization. sional team at Zeppos & & The group is under the global Associates has a background in leadership of William Brent, senior O’Dwyer’s XENOPHON government and the media and vice president located on the West Magazine provides services that include Coast. 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To disclose or not to disclose consider what to do with the property. “The union will be all over us,” she tells By Fraser Seitel ate the point. Just as in real life, there’s no you. “So I presume we better get a press “right” or “wrong” answer. Rather, you’ve release out right away. Right?” got to make a judgment. That, after all, is In public relations, the customer isn’t isclosure is a dilemma frequently what PR advice really comes down to. always right. That’s why you get paid. In faced by PR people. In the practice What would you advise in this case? this case, let’s dissect — through a series of Dof PR, disclosure is good, withhold- Your client is the historic Heavenly questions — whether “sending out a press ing is bad. Hearth restaurant and banquet hall, one of release” makes sense. That’s axiomatic if you believe — and the city’s largest and most venerable confer- First, once a release goes out on the deci- you’d better if you’re ence and celebration venues. The owner of sion to stop the renovation, will it get in PR — that it makes the facility is the renowned Shmaltzman picked up? sense to let people family, who also owns the local football sta- Answer: You bet. The Shmaltzmans are know what your dium and professional team. one of the city’s most respected families. organization is doing A month ago, the Shmaltzmans closed The Heavenly Hearth is a well known loca- and why. But PR peo- the Heavenly Hearth to begin a $100 mil- tion. The news that a renovation that would ple get paid for pro- lion renovation, which ultimately might have employed 100 people is suddenly viding strategic coun- employ 100 or so of the 200 union workers ceasing is, in fact, “news.” sel on whether and regularly working at the facility. The Second, will the news of the renovation when disclosure is Shmaltzmans announced the planned reno- story be “good” or “bad” for the client? Fraser P. Seitel has Answer: Bad. There’s nothing positive been a communications advisable. The point vation on the Heavenly Hearth website and consultant, author and is that voluntary dis- put signs in the facility’s windows, suggest- about canceling jobs in this perilous envi- teacher for 30 years. He closure isn’t always ing a grand post-renovation reopening in ronment. It just indicates that the economy is the author of the the best solution. 2011. continues to falter and people continue to Prentice-Hall text, The PR strategy, by its Last week, Sandy Shmaltzman called suffer. The client won’t look good at all. Practice of Public Relations. nature, is nuanced. A you and said she and her family had a So, should the client wish to see the story smart counselor will change of heart. In light of the depressed in the paper? always weigh poten- economy, building industry slowdown and Answer: Of course not. The tial impact to the client of a) spilling your tepid consumer spending on hospitality, the Shmaltzmans would be best off if the story guts vs. b) laying back. Shmaltzmans had decided to stop the reno- never appeared in the media. It’s “bad Here’s a little case study that will punctu- vation immediately and take some time to news” for them and for the community. So keeping it out of the media would be best. But how can you guarantee the story won’t make the media? Answer: You can’t. In PR, there are no “guarantees.” So what can you do to help keep it out of the media? Answer: You can prepare a “standby statement,” to hold in reserve, that you are ready to use if the media call. The statement should be explanatory, factual and non- defensive. If the media don’t call, you should still tell the union immediately that you’ve decided to stop the renovation. And put the news on the website — just as you did when the renovation plans were announced. But what if the union leaks the news to the media? Answer: You respond to reporter questions with your standby statement. Do you email the statement or read it to reporters? Answer: Neither. You “talk” it, conver- sationally. The point is that the decision not to go ahead with the renovation in an uncertain economic climate was a prudent and sensi- ble one. Accordingly, the PR strategy should reflect that this was a matter-of-fact decision made in the normal course of doing business.

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Unfortunately, or question is what is subject to the US operates on a “credit system.” Canadian taxation? here comes a time in the life This generally means that all income is Check treaty cycle of a PR agency when the taxed regardless of where earned. A The first step should be to consult Tthought of global expansion is double taxation problem usually arises your CPA or tax lawyer. Many CPAs considered. when a taxpayer has a relationship with and lawyers in the US are familiar with Global expansion one country (the home country) and Canada’s tax system or have offices of may be nothing derives income from sources within their own in Canada. Nevertheless, you more than working another country (the host country). The may want to perform some of your own on a project for a host country will usually assert juris- research. The first stop is the income foreign company or diction on the basis of its economic tax treaty between the US and Canada. opening an office relationship with the taxpayer. The What is the purpose of a tax treaty? in a foreign coun- home country will also assert jurisdic- The major purpose of an income tax try. There are many tion over the income on the basis of its treaty is to mitigate international dou- business and personal relationship with the taxpayer. ble taxation through reductions of one income tax consid- So, where does this all take us? treaty country from sources within the Richard Goldstein erations that must Potential double taxation: both the other treaty country. The US currently is a partner at be taken when home and host country looking to tax Buchbinder Tunick & has treaties with approximately sixty Company LLP, New going global. the same income. Traditionally, it has countries, including all our major trad- York, Certified Public First step been up to the home country to solve ing partners. Just Google the phrase Accountants. A United States the double taxation problem of its citi- “Canada US Tax Treaty” and you will (US) company that zens and residents. The US tries to find a wealth of information. You will wishes to market its products abroad overcome this problem by using a cred- also find IRS Publication 597 that will may initially export its products it system. give you more information about the through independent brokers or distrib- Credit system tax treaty. utors. The cost of such an arrangement Under a credit system, the home The tax treaty provides that income includes the need to share profits with country taxes the foreign income, but from services performed is taxed in the intermediary and the loss of control allows a credit for the taxes paid on Canada if they are attributable to a over the sale and distribution func- income earned in the host country. In “permanent establishment.” tions. Eventually, a US company may effect, the home country (in this case Accordingly, it does seem there may be wish to bring the foreign marketing the US) asserts secondary jurisdiction an exemption to being taxed in Canada. function in-house by having US over the foreign income of its US citi- Permanent establishment employees travel abroad or employ zens and residents. The claim is sec- It seems that if the US PR agency local foreign nationals. The next logi- ondary in the sense that taxpayers are does not have a so called permanent cal step is to establish a branch (a divi- allowed to claim a foreign tax credit to establishment in Canada there will be sion of the US Company) or even an the extent their foreign income is taxed no tax due. On the other hand, if there entity similar to a US corporation. by the host country. The net result is is a permanent establishment, the US This process is no different for a PR that foreign income is taxed only once PR agency will be subject to taxation agency. If, for example, a Canadian at the higher of the host or home coun- in Canada. A permanent establishment client is obtained, US employees may try’s tax rate. For example, if the home may exist if the US PR agency has a travel to Canada to perform services at country tax rate is 35% and the host place of management, a branch, or an the client business location. country 25%, the global tax rate will be office in Canada. In our case study, we Alternatively, if the PR agency is part 35%. If on the other hand, the home assumed a permanent establishment of a “network,” the local office of the country tax rate is 20% and the host does not exist and therefore the US PR network may perform the services. country 35%, the global rate will still agency will only be subject to taxation Depending on circumstances, it may be 35%. Under a territorial system, the in the US. (Note: this is not tax advice make sense for the US PR agency to income would only be taxed at the host for you to follow. It is critical to con- establish an office in the foreign juris- country rate, 20% or 35% as the case sult with your own tax advisor before diction by acquiring an established may be. coming to any conclusion.) agency or opening its own office and A case study No tax treaty hiring local professionals. Assume a US PR agency obtains a If, for example, business is conduct- The US and foreign tax regime new client in Canada. The US agency ed in a country where no tax treaty is When a US company or person per- fee is $200,000 and will require its present (Argentina or Brazil as an forms services in a foreign country, employees to visit the client on site example), there is no concept of a per- that person may be subject to tax by the about 60% of the time. Accordingly, manent establishment. Accordingly, foreign government and the US gov- $120,000 ($200,000 times 60%) is the US PR agency may find itself sub- ernment. Some foreign countries do deemed foreign source (Canadian) ject to tax in both the host and home not tax the income earned by resident income and balance US source income. country.

36 FEB. 2010 WWW.ODWYERPR.COM Media Matters Supreme Court silences democracy’s ‘voice’ By Jon Gingerich his reelection, and gave kickbacks in the their political action committee. This is the form of federal subsidies to his pals in the influence of people, not bodies that may or railroad industry. No matter how and when may not represent their employees, cus- emocracy took a dive on January the deals were made, you can bet the results tomers or union members, the same people 21 as a result of the Supreme have always been the same two-pronged who vote in our general elections, a privi- DCourt’s landmark ruling that cor- pattern: politicians often resorted to extor- lege that corporations do not share. porations may now spend unlimited tion in return for corporate campaign Yes, I said it: people take precedence amounts of money to support or oppose money, and corporations hungry to influ- over corporations in our election process. the Congressional or ence policy spent historic sums to derail It’s a radical position, I know, but it’s just Presidential candidates elections that interfered with their interests, one opinion. Kennedy, on the other hand, of their choosing. as the Bank of the United States attempted showed his true colors in January when he The Court’s 5-4 deci- with Andrew Jackson. referred to the now-defunct McCain- sion, in the case Fast forward to last month when, in a Feingold bill as one that “muffle[d] the Citizens United v. moment that can only be described as man- voices that best represent the most signifi- Federal Election ufactured naïveté, Justice Anthony Kennedy cant segments of the economy.” Commission, removes wrote the following in the majority opinion The most significant segments? What any limits on inde- of the case: about us? Thankfully, there are already a pendent expenditures “This Court now concludes that inde- number of bills in varying states opposing Jon Gingerich is that advocate the defeat pendent expenditures, including those made this measure. Editor of O’Dwyer’s. or support of a political by corporations, do not give rise to corrup- Congressman Alan Grayson (D- FL) has candidate as long, as it tion or the appearance of corruption. That introduced five bills to fight the influence remains independent of a candidate’s cam- speakers may have influence over or access of corporate money in politics (with such paign. In doing so, it effectively overturns to elected officials does not mean that those apt names as “The End Political Kickbacks the historic campaign finance laws of officials are corrupt. And the appearance of Act” and “The Business Should Mind Its McCain-Feingold and vastly increases the influence or access will not cause the elec- Own Business Act”). On January 21, influence corporate money has in the electorate to lose faith in this democracy.” Leonard Boswell (D-IA) introduced a tion process. Granted, the Supreme Court’s decision Constitutional amendment that would pro- The ruling applies equally to corpora- doesn’t allow corporations to buy votes or hibit any corporation or labor organization tions, unions, trade associations and non- contribute directly to a campaign. But from using its general treasury funds to profits. It still prohibits corporations or there’s a difference — a huge one, in fact — purchase an advertisement in connection unions from directly contributing to a polit- between Bill Gates firing off a million dol- with a federal election campaign. There’s ical candidate, and the old disclosures lars to his Presidential hopeful and the “Fair Elections Now Act,” a bi-partisan remain: the name and address of the group Microsoft telling you who to vote for during bill introduced by John Larson (D-Conn.) responsible for a political ad must be includ- November prime time. Now that corpora- and Walter Jones (R-NC) that would pro- ed if the ad isn’t authorized by the candidate tions can spend directly from their corporate hibit candidates running for office to accept depicted; and the company must file with treasuries, their employees, shareholders, large contributions or lobbyist donations, the Federal Election Commission the names and customers are now essentially beholden making them rely instead on raising a large of anyone who contributed $1,000 or more to support that corporation’s candidate sim- number of small contributions which to the ad’s preparation or distribution. ply by working for the company or buying would then qualify them for Fair Elections There’s no doubt this is a great advance- its product. You can see where this is going. funding. ment for the ad and marketing industries. Bought an Apple computer? You just sent The ongoing healthcare debate in Election seasons will now become an adver- money to the Barack Obama reelection Congress and its resulting scorched-earth tising battleground of corporate logos and committee! Bought a Ford? You just sup- misinformation campaigns is proof the the politicians they endorse. Expect business ported the election campaign of Jeb Bush! Supreme Court’s ruling will open the to boom. It’s my opinion, however, that this It’s a marketer’s dream, but a short-lived floodgates for even more corporate influ- decision comes at a greater price. Namely, it one. When brand image becomes inter- ence in modern politics, if that’s even pos- undermines the electoral process by co-opt- twined in the political spectrum, the con- sible. Election seasons could surpass the ing public policy, it opens the door for back- versation moves away from the initial nar- Super Bowl for its orgy of marketing met- alley corporate collusion, bribery and cor- rative surrounding the brand and instead rics, a virtual Times Square of corporate ruption, and it serves as nothing less than an threatens to subsume or be usurped by its sloganeering for the politicians they inci- affront to democracy because it partitions associative surrogate in which it has little dentally endorse, our democratic process consensus solely to those bodies with the control. In the long run, this decision could reduced to a NASCAR auto-racing event, privilege to afford it. prove disastrous for corporate branding its star politicians emblazoned in corporate Congress has enforced limitations on because, by design, it is no longer anchored messages for mass adulation. campaign spending by corporations in one to any centralized meaning. The political future could resemble that form or another since the passage of the Corporations already have plenty of of a David Foster Wallace novel, where the Tillman Act in 1907. And for good reason. opportunities to participate in the electoral calendar years are replaced with names like When U.S. Senators were elected by state process. There’s absolutely nothing illegal “The Year of the Depend Adult legislatures instead of the popular vote, elec- about campaign contributions from corpo- Undergarment.” The sky’s the limit. tion bribery was standard fare. Ulysses S. rate employees, owners or their board of What’s next? Wal-Mart for Senator? Coca- Grant was essentially indebted to donors for directors, either from their own pockets or Cola for President?

FEB. 2010 WWW.ODWYERPR.COM 37 OPINION Guest Column Why Wall Street still doesn’t get it (redux)

By Bill Huey tion. Wall Street’s big shots are still pay- However, like Supreme Court Justice ing themselves handsomely and still talk- Potter Stewart, the American public ing to themselves, all the while working knows obscene bonuses when it sees bout a year ago, I wrote that Wall up to a sizable persecution complex. them, and no amount of explaining will Street still doesn’t get it when it In an interview with the New York make us believe that GS is doing God’s Acomes to compensation, or Times, Morgan Stanley CFO Colm work — unless the god is Lord Shiva. explaining themselves to an increasingly Kelleher defended the firm’s compensa- Why can’t Wall Street stop breathing restive and angry public. tion levels in the face of negative earn- its own fumes? Why does it persist in They still don’t. ings by saying Morgan had to compete prating about “the franchise” and “tal- At last month’s hearing of the Financial for talent: ent” when it is the same talent that Crisis Inquiry Commission — better “Do I think the industry is overpaid? brought the financial system to the brink known as the Angelides Commission — Yes. Can we jeopardize the franchise, of destruction? Why can’t they see that ABC’s Jonathan Karl being St. Sebastian and getting pierced the hosing of the American taxpayer asked John Mack of by arrows? No. There is no point in through massive swindles like TARP Morgan Stanley: being martyrs here.” and the bailout of AIG is bound to pro- “Does Wall Street get Over at Goldman Sachs, VP Lucas van duce blowback like a howitzer? it?” as he was leaving Praag told the Wall Street Journal that Answer: It is still immensely prof- the hearing room. bonuses were being delayed to provide itable to do business as usual. Goldman Mack kept on walk- “context” for them from the earnings Sachs’ earnings per share are nearly dou- ing, and his silence announcement, which spins the bonus ble analysts’ projections. That’s why Bill Huey is provided the answer. number into a confection Goldman calls they’re pretending the Titanic is still sea- President and No. Wall Street does- the “compensation ratio.” worthy. Founder of Strategic n’t get it. But they’ve This year, the compensation ratio is But the iceberg still cometh, and if the Communications in got it. about 10 percent lower than in the years Angelides Commission issues a few sub- Atlanta, a corporate and marketing com- January’s announce- 2000-2008 (surprise!), which Goldman poenas and makes a few criminal refer- munications consul- ments of earnings wants us to believe indicates a negative rals to the Justice Department, we may tancy. and bonus payments correlation between obscene profits and see a change of tune in coming months. reinforce that percep- obscene bonuses. It’s about time.

… propaganda relabeled. … a science- Guest Column What is PR? … the essential key to mass acceptance based profes- of new policies, products and leaders. sion employing the most modern technical By Wes Pedersen … a process in which the word public is and business processes and techniques to devoid of familial linkage due to its focus enable and enhance opportunities for suc- on audiences diverse and often at odds. cess in virtually every field of human, cor- or years, the populace of the public ... the courting of select audiences large porate, educational, scientific and political relations world has been seeking a and small. life. Fdefinition of what their work is truly … the wedding of the many techniques … increasingly knowledgeable and about. To stimulate thinking, here are a of mass persuasion. aggressive in its defense of the ecology series of possible terms, each dependent … a targeted persuasion without obvi- and in its promotion of decidedly green on the mood you happen to be in when ous pressure. sustainable development backed by the the question of definition comes up. … a profession rich in opportunities for full power of corporate leadership. So … the private display of brilliancy. … a partner in the wars on poverty, Depending on how … not a business, a con game. crime and inferior public education. it is practiced, public … flackery. … a leader in preaching the gospel of relations is … … intoxicating to clients made famous the green, environmentally and monetari- … diplomacy in overnight by practitioners skilled in crafting ly. action. appealing images from raw material. … the subject of learned dissertations … the science of … press agentry. best kept out of the C suite where only one mass persuasion. … perhaps the most vital component of line will do – the bottom line. … the science of any political campaign today. ... the ability to turn dross into gloss. marketing without … best taught not in colleges but in actu- … the profession most appealing to Wes Pedersen is a advertising. al practice on site by men and women will- journalists let go in times of economic retired Foreign Service Officer and principal at … marketing in ing to go the extra mile to advance the pro- stress. Wes Pedersen disguise. fession. … the profession that, as the occasion Communications and … finessed schmooz- … subject to gross misrepresentation by warrants, emphasizes precision planning, Public Relations ing. film and video makers who deliberately por- people, pontification, posturing, polished Washington, D.C. … propaganda at tray it as a shady business conducted by prose, and prayer. heart. laughable buffoons or evil men and women … whatever you tell your kids you do … propaganda with soul. in the service of greedy corporate magnates. in the office.

38 FEB. 2010 WWW.ODWYERPR.COM MEDIA WORKSHOP Crisis roundtable examines PR defense playbook Timing and perception can make or break a communications crisis, according to a January roundtable discussion that brought together three New York PR experts to discuss the do’s and don’ts of the trade. By Jon Gingerich “Everything gets out sooner or later. Crisis moves faster than ever today, and ity because it only broke part of the story. There are no secrets,” said Tom with the advent of social media there are It may be a small victory, but it can bal- Goodman, President & CEO, Goodman virtually millions of outlets where an ance perspectives to a degree. Media International, Inc. infestation can take root. So, when do you Himler asked about the hypocrisy of Working in damage control has always engage? Is the blog with 100 readers as celebrity worship, why celebrities like been a tough racket. Given the media’s important as a breaking news story from David Letterman are given a free pass in vast evolution in recent years, in a world the New York Times? Do you handle matters of infidelity while Tiger Woods is where the news cycle nears real-time and smaller outlets differently, with less raked over the coals. Is it because pop an ongoing soap opera in the entertain- veracity? culture gives some celebrities a pass, or is ment industry has bred a culture hooked “It depends on the constituents of who it because media is so ephemeral that on schadenfreude, never has the need received that information,” Goodman nothing sticks? Is it because we love to been greater for professionals who can said. “A crisis is a crisis when it hits that hate, almost as much as we love a respond to and rehabilitate client image hyper-local group that affects your redemption story? on a second’s notice. Quick judgment, a client.” The panel admitted that a large part of clear strategy and defensive thinking are The media’s thirst for salacious content their profession involves an ability to pre- paramount in an industry where anything has reached historic highs in recent years. dict emotive, often irrational reactions can happen. The public loves a crisis, and the media — from the public. Royal Caribbean’s recent “Crisis management has changed some blogs in particular — are absolutely gaffe of docking sunbathers on a Haitian extraordinarily,” Goodman said. “In the unapologetic in the lengths they will go to beach while earthquake victims suffered old days we’d send items to the press with deliver. The panel noted that often several miles away made the company couriers. Now, you’re forced to look at reporters have a preconceived story in look awfully stupid. However, it had been things so quickly. Time is not on your mind before they’ve amassed a single a stop on the cruise line for decades (the side, time is the enemy. The company actually people who are good at crisis donated $1 million to are the ones who are good and Haiti). To the public, fast. The problem many are perception is every- having in crisis today is the thing. story is moving faster than “Sometimes you have they can respond.” to defy the rationale. Peter Himler, Founding It’s all about perception. Principal of Flatiron What does it look like?” Communications, said good Goodman said crisis management is predi- In this aspect, the cated on arranging informa- panel noted that crisis tion internally and having a should also be a proac- clear plan ready with senior tive pursuit. Himler management. Himler also From L to R: Tom Goodman, President & CEO, Goodman Media International, mentioned a Ford exec- served as moderator for the Inc.; Kellie Castruita Specter, Senior Director of Communications for utive who went to event. WNET.ORG; and Peter Himler, Founding Principal of Flatiron Communications. Twitter when his com- “What exacerbates a crisis pany refused the gov- is holding off,” he said. “But Photo by Jon Gingerich ernment bailout money if it’s not genuine, they can given to other auto man- get burned. It has to be ufacturers. This simple authoritative.” fact. As a result, crisis teams are often left act drove the company’s conversation at a But when does an act become a crisis? to weigh the consequence of being time when auto morale was low. Kellie Castruita Specter, Senior Director damned if they do, damned if they don’t. Himler asked: “Is there ever a case of Communications for WNET.ORG, said “There is no sympathetic media. If where you shouldn’t go straight out with because the profession places her as a there’s a crisis no outlet is going to be a response? What if a client asks you to constant target for scrutiny, she’s had to nicer than the next,” she said. “The media lie?” “think defensively,” analyzing when and is like a pack of wild dogs.” “Tell the truth and shame the devil,” how a hypothetical crisis can erupt. Specter said one trick is to deliberately said Goodman. “Get it all out. It’s free. “A crisis exists before it gets leak the full story to a competitor. This Get it out and move on.” announced. Good crisis management is gives the communications team leverage The panel was hosted by the defensive thinking, it’s being able to because the final authority — truth — is Entertainment Publicists Professional anticipate what the bad news will be. I’ve given to a news group that isn’t out for Society and the International had to recreate the way I think.” blood, and the other outlet loses credibil- Cinematographer’s Guild.

FEB. 2010 WWW.ODWYERPR.COM 39 WASHINGTON REPORT Widmeyer dives in for pool safety campaign

idmeyer Communications has picked up a $3.5M pact with D.C. design firm OmniStudio to produce Wa federally backed campaign aimed to reduce child drowning and entrapments in pools and spas. The campaign will be run through the U.S. Consumer Product Safety Commission targeting residential pool and spa owners, the industry, state and local officials, and the media with methods and guidelines for safe operation under a new federal law. There was no incumbent for the work, according to CPSC Public Affairs Specialist Kathleen Reilly. Ogilvy PR Worldwide, Fleishman-Hillard and Edelman were among firms that pitched. The public education push is a requirement of the Virginia Graeme Baker Pool and Spa Safety Act signed into law by Brunswick ramps up in D.C. President George W. Bush in late 2007 and named after the late granddaughter of former Secretary of State James Baker u-Lin Cheng Nichols, Senior VP of Communications III who accidentally drowned when she became entrapped by for the Newspaper Association of America, moved to a spa drain in 2002. SBrunswick Group as a Director in Washington, D.C., Widmeyer and OmniStudio are handling branding and logo on Jan. 19. development, traditional and digital media outreach, partner- Brunswick said it has nearly doubled its D.C. staff in the ships and rapid response. past year. Scott Widmeyer, Chairman and CEO, said his firm is “hon- Nichols led communications for the NAA since 2004, a ored” to have been tapped for the effort. stint that included serving past publisher of its magazine, Presstime until May ’09. She joined the newspaper trade group after a term as executive director of ABC News’ Washington bureau for more than a decade speaking for “Nightline” and “This Week.” At Brunswick, she’s focused on media relations, corporate reputation and public affairs. Images: PoolSafety.gov

For more news on PR and public affairs in the nation's capital, Johnson joins NSI log on to: www.odwyerpr.com/members/washington_report

aul Johnson, who was vice chair at Fleishman-Hillard, Washington Briefs has joined National Strategies in Washington to head its Pnewly created Kratos Global Strategies PA operation. BGR BRINGS IN BIRNBAUM A more than 20-year veteran of F-H, Jeffrey Birnbaum, who was Editor of the Washington Johnson headed the Omnicom-owned firm’s Times’ digital operations before resigning in Mid-Atlantic region and handled acquisi- late December, has been tapped as President tions such as Strat@comm, R. Duffy Wall, of BGR PR in D.C. Vox Global Mandate and GMMB. The veteran journalist will help lead BGR’s NSI CEO Al Gordon says Johnson PR team in D.C. and London, the firm said. understands the economic, social and tech- Birnbaum’s career has included stints as a nological changes that are radically chang- reporter for the Wall Street Journal and Time, ing the world. His job is to “build upon D.C. bureau chief of Fortune magazine and Jeffrey NSI’s best-in-class government markets columnist for the Washington Post. He’s a Birnbaum expertise.” Paul Johnson regular guest on Fox News Channel. NSI counsels clients on procurement, BGR PR is part of the BGR Group founded PA, legislative and regulatory processes by Ed Rogers and Haley Barbour. at federal, state and local levels. It has offices in Atlanta, “These days, the media follow policy makers and policy Tallahassee, Albany, New York and Brussels. The firm says it makers follow the media,” Rogers said in a statement. generated more than $7.3B in new revenues and passed or Former Bush administration PR staffer Bill Turenne Jr. and blocked dozens of bills for its clients. ex-Democratic aide John Cpin are VPs at BGR PR. Pegasus Capital Advisors, which manages $1.8B in assets, is a major investor in NSI.

40 FEB. 2010 WWW.ODWYERPR.COM International PR News Cassidy guides Koreans Boggs works Nigeria pact

orea Trade-Investment Promotion Agency has signed atton Boggs has a $1M contract Cassidy & Associates to a one-year $340K pact to help from Nigeria to improve its relation- KKorean companies crack the U.S. government services Pship with the U.S. It reports to market. Nigeria’s Minister of Foreign Affairs. The Interpublic shop is to coordinate efforts with the Nigeria has been in the news this month as Agency’s Korea Business Center in D.C. It will “identify and more than 300 people have been killed in prioritize specific government procurement opportunities” for a Christian and Muslim violence. The military roster of 15 Korean companies, according to the firm’s contract. was called in to stop the killings. The thwart- Cassidy is shooting for contracts of $20M, a goal that’s key ed Christmas Day airline bomber is also a for “favorable consideration in subsequent requests for propos- Nigerian. als or renewal of this Agreement.” The Nigerian media has also been buzzing Nigeria President In its proposal, Cassidy lauds Korean companies for having a about the country’s “missing” president, who Yar’Adua has not “positive reputation for being technologically innovative, qual- has been in Saudi Arabia for two months been seen in public ity conscious and reliable, and passion to satisfy their cus- undergoing treatment for his bad heart. since it was reported tomers.” C&A has counseled other foreign companies about On January, Nigeria’s Supreme Court of he was receiving entering the U.S. procurement market. Those clients include Nigeria ruled that the Federal Ministries of treatment for peri- Global Security (U.K.), Alcatel (France) and Bombardier Nigeria must decide on whether Yar’Adua is carditis at a clinic in (Canada). capable of maintaining office. Saudi Arabia.

B-M’s Smith to Raytheon for the armed services, counter-proliferation/terrorism and engi- neering services. aytheon Technical Services has recruited Amy Smith as Raytheon leads the “Warrior Training Alliance,” which has more VP-communications. She joins from Burson-Marsteller, than 100 companies including General Dynamics, Computer Rwhere she handled the U.S. Treasury and other govern- Sciences Corp and MPRI. ment entities as a managing director. The Waltham, Mass.-headquartered company employs 73,000 Earlier, Smith worked for the Pentagon in Baghdad as director and generates more than $23B in annual revenues. of its Iraq Reconstruction Project and Contracting Office. It made big news in December, receiving a $1.1B contract for a RTC, which is based in Reston, Va., has more than 9,000 staffers Patriot Air and Missile Defense System for Taiwan, a deal that Revenues are about $4B. The operation provides mission support infuriated the Government of People’s Republic of China. 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.

Africa – The Africa Travel Assn., Inc., New York, N.Y., registered December 22, 2009 for itself regarding promotion of travel, tourism and transport to and within Africa, and strengthening of intra-Africa partnerships.

The MITA Group, Inc., Washington, D.C., registered December 2, 2009 for Ranhill, Kuala Lumpur, Malaysia, regarding providing advice and counsel on international commercial activities, U.S. policy affecting the principalʼs business, advancing Malaysia-U.S. trade and enhancing Malaysia-U.S. relations.

OʼBrien & Associates LLC, Washington, D.C., registered January 11, 2010 for Defense Procurement Office, United Kingdom, British Embassy, Washington, D.C., regarding monitoring U.S. defense related budget, program, policy and related congressional hearings, legislation and press reports to provide analysis, forecasts and guidance. 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.

Alpine Group, Inc., Washington, D.C., registered January 12, 2010 for Louisiana Home Builders Assn., Baton Rouge, La., regarding extension of the home owner tax credit.

Capitol Hill Consulting Group, Washington, D.C., registered January 14, 2010 for Exotic Wildlife Assn., Ingram, Texas, regarding wildlife and exotic wildlife issues.

Daniel J. French & Assocs., LLC, Syracuse, N.Y., registered January 15, 2010 for Antique Boat Museum, Clayton, N.Y., regarding development and expansion of existing museum facilities.

RR&G, LLC, Washington, D.C., registered January 14, 2010 for American Express Co., Washington, D.C., regarding financial services legislation.

FEB. 2010 WWW.ODWYERPR.COM 41 To be featured in the monthly Buyer’s Guide, PR Buyer’s Guide Contact John O’Dwyer, [email protected]

EDITORIAL DISTRIBUTION MEDIA & SPEAKER TRAINING PRINTING & MAILING SVCS.

* Building Brands * Educating Impact Communications, 8-C Putnam Consumers * Driving Sales * Green, Greenwich, CT 06830-6037. 203/532-0799. [email protected]. Jon ARAcontent, 701 Fifth St. South, Rosen, President. Hopkins, MN 55343. 866/287-9168; fax: PIMS, 245 West 17th St., New York, NY 888/204-9699. www.ARAnetOnline.com. BE PREPARED! Impact Commun- 10011. 212/279-5112. www.pimsinc.com. Jeff Bialek, Dir. of Sales, ications trains your spokespeople to [email protected]. successfully communicate critical mes- [email protected]. PIMS specializes in sages to your targeted audiences during Fueling Brand You have a good story and . For over 20 years our print, television and radio news inter- Performance ARAcontent can help you tell it. We views. Your customized workshops are company has been one of the world's know that deciding which path to take issue-driven and role-play based. Video- leading production and distribution serv- with your digital marketing and PR taping/critiquing. Groups/privately. Face- ice providers catering to marketing and strategy is critical. ARAcontent will to-face/telephone interviews/news confer- communications professionals. We offer consult with you to help identify the ences. Private label seminars for public a wide array of products and services very best campaign to meet and relations agencies. Make your next that provide optimum solutions for all of exceed your goals. From content your campaign needs. creation, promotion, distribution and news interview your best by calling Our business is built on making tracking of your media results to Jon Rosen, Impact Communications, SEO and Social Media strategies, (203) 532-0799. Over 25 years of news your business succeed! ARAcontent is the most cost-effective media/training expertise. NEW YORK 212.279.5112 means to reach a national consumer CHICAGO 312.587.7467 audience and achieve your marketing BROADCAST MONITORING WASHINGTON 202.296.2000 goals. ATLANTA 678.218.5800 Experience the power of BOSTON 617.861.9100 ARAcontent’s article-based media with your next campaign and MAILING SERVICES discover our Guaranteed Results program by contacting: 866.287.9168 www.ARAnetOnline.com

MEDIA MONITORING dna13 Inc., #300, 283 Dalhousie St., LOG-ON Computer & Mailing Services, Ottawa, ON, K1N 7E5. 866/842-1723; Inc. 520 8th Ave., New York, NY 10018. fax: 613/562-1584. [email protected]; 212/279-4567; fax: 212/279-4591. www.dna13.com. www. logon.org Dow Jones & Co., 1211 Avenue of the dna13 is the premier web-based MDS, the leading service provider to Americas, New York, NY 10036. application for print, TV, online and the PR community, is now part of the 800/369-0166. www.dowjones.com; social media monitoring and PR Log-On family diane.thieke @dowjones.com. Diane With unlimited moni- management. With over 95,000 sq ft of space Log-On Thieke, Marketing Director. toring search terms, real-time alerts, is the city’s largest and most technologi- Create communications success at clip book wizards, and in-depth ana- cally advanced PR/Marketing direct mail, every point in your day with Dow lytics, you have real-time visibility into digital printer, packaging & distribution Jones. You can monitor and publicize your brand and reputation, market service. We assist agencies, corpora- the buzz, analyze the impact, trends and competitive activities. discover opportunities and risks, and tions, non-profits, large and small. We mail, fax and e-mail news releases and engage the influential. Dow Jones WEBSITE DEVELOPMENT is MADE for your communications pitch letters. We use your lists or ours At Point, Inc., success. P.O. Box 361, Roseland, NJ media database. We assemble press 07068. 973/324-0866 [email protected]; kits, print marketing material and fulfill SPECIAL EVENTS www.atpoint.com. Mick Gyure. product requests. We reproduce CDs. At Point services businesses, both And we maintain private lists. There’s National Press Club, 529 14th St., N.W., small and large, that do not have the very little we can’t do for you. Washington, DC, 20045. 202/662-7580. experience or resources in-house to WE DELIVER ON YOUR DIRECT www.press.org. Joshua Funk. Dir., Bus. Dev. perform these functions. MAILING & PRINTING NEEDS.

42 FEB. 2010 WWW.ODWYERPR.COM PR JOBS - http://jobs.odwyerpr.com

SR. LEVEL ACCOUNT MANAGERS Tap into the benefits of Wanted: Energetic, super bright Sr. level Account Managers (4-6 O'Dwyer's job board! years experience) needed to service worldwide hospitality/tourism and retail accounts in a hot creative agency. Candidates with broad public http://jobs.odwyerpr.com relations agency experience combined with smart, strategic thinking and creative punch are what we need. Big thinkers with strong media relations skills, great relationship building and good writing, who’ll enjoy JOB SEEKERS: a fast-paced agency on fire. --Access the newest and freshest jobs. --Post an anonymous resume. Please email resume/qualifications to [email protected]. --Create job alerts and never let a matching job opportunity pass you by. New jobs that match your search criteria will be e-mailed directly to you. PUBLIC RELATIONS ASSISTANT --Create a job seeker account which will allow you to find jobs, manage your resume, and set up job alerts. Prominent midtown Real Estate firm and tourist attraction seeks an assistant responsible for all administrative support for its PR department. Candidate will assist in project work and research, including (but not limited to): PR/media events, media monitoring, reporting, collateral books, presentations, charitable drives, press materials, update website, coordinating media and film shoots, create/maintain/expand media archives and upholding the company’s brand standards and creative guidelines.

Candidate must possess strong written/verbal communication, strong MS office suite and problem-solving skills, financial acumen and accounting skills, ability to multi-task in a fast-paced environment, famil- iarity with pop-culture and industry trends, ability to work with a team. Previous PR experience a must. Comprehensive benefits package, including 401(k). Salary: $42K.

Please send resumes to: [email protected]

PUBLIC RELATIONS ADMINISTRATOR

The American Kennel Club is seeking a Public Relations Administrator for our headquarters in New York.

Founded in 1884, the American Kennel Club has long been the nation's leading not-for-profit organization devoted to the study, breeding, exhibiting and advancement of purebred dogs. A major force on the EMPLOYERS/RECRUITERS: international dog scene, the AKC operates the world's largest purebred- dog registry, affiliated with more than 5,000 U.S. dog clubs and --Check out our resumes and only pay for the ones that approves and regulates over 20,000 dog events annually. The AKC is interest you. a strong advocate and supporter of purebred dogs, responsible dog --Post a job and reach the most qualified candidates. ownership, canine good health, and advances the integrity of the breed- --Create an employer account and quickly post job ing and sport of purebred dogs. openings and manage your online recruiting efforts.

The selected candidate will focus on media outreach activities and pitching the press in order to obtain news coverage for AKC. As well as securing publicity and cultivating media opportunities, other responsibilities include writing and distributing press releases and media alerts.

Requirements: Bachelor’s degree in Communications or related field, with three years’ full-time professional experience in Public Relations. One year PR experience having been with a PR agency. Candidate must have exceptional communication and interpersonal skills. Excellent writing and editing skills are also essential. Must be able to work quickly, make swift decisions, and juggle multiple responsibilities daily and work under tight deadlines.

Knowledge of Cision Lexis Nexis, ProfNet and public relations services such as NAPS, PR Newswir, VMS, and Burrelle’s/Luce all needed. Proficient with Macintosh and Microsoft Word. Occasional travel required.

Please visit our website at www.akc.org for further information or go directly to www.akc.jobs for employment information.

Resumes may be sent by email to [email protected] or by mail to Human Resources, American Kennel Club, 8051 Arco Corporate Drive Suite 100, Raleigh, NC 27617.

FEB. 2010 WWW.ODWYERPR.COM 43

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