O'dwyer's Mar. '18 Food & Beverage PR Magazine
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Communications & New Media March 2018 II Vol. 32 No. 3 The food issue March 2018 | www.odwyerpr.com Vol. 32. No. 3 March 2018 EDITORIAL PR REVENUES SLIP FOR Why the gun debate is different CONGLOMS IN Q4 this time. PR revenues were down for Inter- 6 16 public, WPP, Omnicom and Publi- TRUMP SUPPORTERS cis Groupe at the end of last year. SHARE MOST FAKE NEWS 22 A study says supporters of the SECURING COVERAGE president are the group most likely 8 IN A CROWDED SPACE to share junk news stories. How to increase high-exposure 18 media coverage for new food and beverage products. TV ADVERTISEMENTS REIGN SUPREME TV is still the best advertising TASTE, TECH AND THE medium, a new survey finds. 8 FIGHT FOR MINDSHARE How technology is impacting BRANDS EXPECTED TO 22 both consumer choice and the ACT ON SOCIAL ISSUES foods we eat. 33 WWW.ODWYERPR.COM Reports suggest consumers want 9 companies to take a stand. MAKING SUCCESSFUL Daily, up-to-the-minute PR news FOOD VIDEOS THE CHALLENGES OF Following these steps can help BEING A WOKE DINER 22 you shoot a video that gets your Diners can push restaurants to food client’s message across. give employees a professional 10 and respectful workplace. WHAT’S NEW FOR FOOD & BEVERAGE BRANDS NEW OPTIONS TO CREATE An ever-changing landscape MEANING AND VALUE 23offers communicators a chance Changes in the food, beverage and to up their game. nutrition sector show new ways to 11 connect with an audience. PROFILES OF FOOD & BEVERAGE PR FIRMS BOOSTING TECHNOLOGY AND AUTHENTICITY 24 Food and beverage brands stay 12 RANKINGS OF FOOD & true to authentic values through BEVERAGE PR FIRMS EDITORIAL CALENDAR 2018 vivid, high-tech content. 33 January: Crisis Comms. / Buyer’s Guide SERVING UP VALUE WASHINGTON REPORT February: Environmental & P.A. PR pros must innovate to add March: Food & Beverage value and build relationships with 36 April: Broadcast & Social Media restaurant customers. 14 May: PR Firm Rankings COLUMNS June: Global & Multicultural HUMANITY IN A WORLD PROFESSIONAL DEVELOPMENT July: Travel & Tourism OF ALGORITHMS 34 Fraser Seitel August: Financial/I.R. How to balance a digital-first 15 September: Beauty & Fashion approach with an emphasis on FINANCIAL MANAGEMENT October: Healthcare & Medical personal, human connections. 35 Richard Goldstein November: High-Tech December: Entertainment & Sports ADVERTISERS 5W Public Relations ................................................................................ 3 Marketing Maven .........................................................Inside Front Cover Artisan Production House ....................................................................... 8 Omega World Travel ............................................................................ 19 Bolt PR .................................................................................................. 17 Padilla/Foodminds ...........................................................................20-21 Fineman PR ............................................................................................ 7 Peppercomm ......................................................................... Back Cover ICR ........................................................................................................ 13 RF | Binder .............................................................................................. 5 O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. EDITORIAL Why the gun debate is different this time here’s an appreciable irony astir among Americans who maintain the belief that we should “drain the swamp” in D.C. of special interests, who also ignore — or even support — a gun EDITOR-IN-CHIEF Tlobby whose largess funds more than half of our state representatives. You can’t treat spe- Jack O’Dwyer cial interests as anathema while ignoring the highly unusual influence the NRA exerts over our [email protected] elected officials without sounding, at the very least, confused in a very deep and fundamental sense. Every few months the script repeats. Another school shooting happens somewhere in Amer- ASSOCIATE PUBLISHER John O’Dwyer ica. Amid cries for change and the same recycled headlines, Congress offers little besides sym- [email protected] pathy card condolences, requisite thoughts and prayers. Sometimes we’re mollified with empty promises; our leaders debate an increase to wait periods, a ban on bump stocks, possibly rising the gun purchasing age. In the end they do nothing and things eventually blow over, business as SENIOR EDITOR usual. This cycle has become another American tradition. Ever wonder why? Jon Gingerich The National Rifle Association, which began as a hobbyist group, is considered one of the [email protected] most powerful lobbying organizations in the U.S., but it’s hardly the most well-heeled. The U.S. Chamber of Commerce, the National Assn. of Realtors, the National Retail Federation and SENIOR EDITOR Kevin McCauley about a dozen others spend far more money on Capitol Hill. Only five percent of the gun-rights [email protected] advocacy group’s funding comes from the firearms industry, with the majority of its financial support originating from small donations. Its annual expenses regularly outpace its revenues. The NRA is powerful because it provides a function for the GOP similar to what labor unions ASSOCIATE EDITOR once gave the Democratic party. Even better than deep coffers, it counts an unusually large Steve Barnes member base — more than five million members — and wields an even larger sphere of influ- [email protected] ence outside of those ranks, the nearly 10 million in the U.S. who own a collective total of nearly CONTRIBUTING EDITORS 300 million guns. President Trump wasn’t wrong when he said during a Feb. 28 televised meet- Fraser Seitel ing with lawmakers that Republicans are “afraid of the NRA.” Aside from being able to deliver Richard Goldstein cash to candidates, it can deliver millions of votes from Americans who take their voting cues from the organization, the same way that many voters who weren’t necessarily union members used to cast ballots to elect pro-union candidates, which is what gave the Democratic Party EDITORIAL ASSISTANTS control of Congress between 1931 and 1995. & RESEARCH So, it’s little wonder why our leaders have repeatedly cowed to the gun lobby’s demands and Jane Landers have refused to budge in any foreseeable way regarding legislation that could anger the private influence to whom they are so deeply beholden. This is the apotheosis of the swamp; just imag- ine the same litany of excuses being used to prevent legislative change every time a domestic John O’Dwyer terrorist attack occurred, or a major health outbreak, or a financial crisis. The greatest barriers Advertising Sales Manager to change we have are the representatives we’ve elected to enact the laws we want. [email protected] Unfortunately for them, it’s become clear that America’s gun debate has been different in the wake of the Parkland, FL shooting than it was after Las Vegas, Orlando, Newtown, Columbine or Virginia Tech. The victims have grown up in a time where everyone’s one click away from O’Dwyer’s is published monthly for $60.00 a year ($7.00 a single issue) by the becoming an activist, and they’ve been emboldened by the recent #MeToo movement, which J.R. O’Dwyer Co., Inc. proved that social media outrage can engender change. The protests currently being held around 271 Madison Ave., #600 the country underscore a change in American attitudes regarding gun control, with 70 percent New York, NY 10016. of U.S. adults now wanting stricter firearms laws, the highest percent in 25 years, according to a (212) 679-2471 Fax: (212) 683-2750. February Politico / Morning Consult poll. Perhaps this is also why another sector has stepped in to take the lead in creating change as © Copyright 2017 J.R. O’Dwyer Co., Inc. government continues to dig in its heels. American corporations are cutting ties with the NRA at a fast clip: insurance giant MetLife recently ended its NRA member discount program, Delta OTHER PUBLICATIONS: and United Airlines announced they were ending their contracts with the association, and car rental companies Avis Budget Group, Hertz, Alamo, Enterprise and National followed suit by www.odwyerpr.com slashing their NRA member discount plans. Even Walmart has joined the fray, raising the age Breaking news, commentary, useful data- bases and more. limit on gun purchases to 21. These entities are hardly civic rights leaders. Many of them support conservative causes and O’Dwyer’s Newsletter have been emboldened by Trump’s pro-business agenda. The private sector is ditching any asso- A four-page weekly with general PR ciation with the NRA because they recognize that boycotts have become a regular part of Amer- news, media appointments and placement ica’s response narrative, and conversely, companies that take stances on social or political issues opportunities. stand to initiate a conversation with customers by offering them the kinds of changes they want. O’Dwyer’s Directory of PR Firms Americans have seen the gun debate play out enough times to know how the sausage gets Listings of more than 1,250 PR firms made in Washington.