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O'dwyer's Jul. '18 50Th Anniversary Magazine Communications & New Media July 2018 I Vol. 32 No. 7 1968-2018 50TH ANNIVERSARY SPECIAL July 2018 | www.odwyerpr.com WWW.ODWYERPR.COM | JULY 2018 1 Vol. 32. No. 7 JULY 2018 EDITORIAL PUBLIC RELATIONS: 6 32 THE NEXT 50 YEARS CONSUMERS WILL PART BOLD ANSWERS ADDRESS WITH DATA FOR A PRICE 8 33 FAMILIAR TENSIONS BRANDS MUST FIX THE GOOD, THE BAD 6 SOCIAL MEDIA 9 34 AND THE UGLY GOOGLE TOPS FACEBOOK JACK O’DWYER’S PASSION FOR REFERRALS 9 35 FOR PR REPORTING JACK O’DWYER CHANGED O’DWYER, LIKE PR IS ALL THE PR M&A WORLD 10 36 ABOUT RELATIONSHIPS OLDEN DAYS, JACK O’DWYER, AN GOLDEN DAYS 12 36 AMERICAN ORIGINAL 14 GENDER AFFECTS MANY CHRONICLER OF THE WWW.ODWYERPR.COM ASPECTS OF PR WORLD 14 38 PR INDUSTRY Daily, up-to-the-minute PR news TRADITIONAL MEDIA’S A JOURNALIST WHO POTENTIAL COMEBACK 16 38 HOLDS PR ACCOUNTABLE CAREER INTERRUPTED? ARE WE COMPETING 39 O’DWYER’S TO THE RESCUE WITH MAD LIBS? 18 THANK YOU JACK O’DWYER MILLENNIALS HAVE 39 FOR THE LAST 50 YEARS MORE TO TEACH US 20 WRESTLING WITH PR’S 40 DIGITAL FUTURE HOW PR’S LANDSCAPE HAS CHANGED 22 LOW UNEMPLOYMENT EDITORIAL CALENDAR 2018 41 TIGHTENS TALENT RACE January: Crisis Comms. / Buyer’s Guide HOW STARTUPS ‘FLIP February: Environmental & P.A. THE FUNNEL’ WITH PR 27 41 PURPOSE DRIVES RELATION- March: Food & Beverage SHIPS, BOTTOM LINE April: Broadcast & Social Media MEDIA TRAINING: May: PR Firm Rankings WASHINGTON REPORT THEN AND NOW 28 44 June: Travel & Tourism July: 50th Anniversary Special SPORTS MARKETERS COLUMNS August: Financial/I.R. MAKE PLAY FOR FANS 30 September: Beauty & Fashion PROFESSIONAL DEVELOPMENT October: Healthcare & Medical 42 Fraser Seitel November: High-Tech PEOPLE IN PR FINANCIAL MANAGEMENT 31 43 December: Entertainment & Sports Richard Goldstein ADVERTISERS 5WPR .............................................................3 Hunter PR ....................................................15 Sitrick and Company ...................................29 Edelman ........................................................5 Kaplow .........................................................35 Taylor ......................................................23-26 Feintuch Communications ...........................11 NAPS .............................................Back cover Weber Shandwick .......................................19 Finn Partners ...............................................21 Omega World Travel ...................................37 W2O Group .........................Inside front cover G&S Business Comms. ...............................17 Peppercomm .................................................7 Health Unlimited ............................................8 Relevance ....................................................13 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 offces. 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 O’Dwyer’s celebrates 50 years he July issue of O’Dwyer’s magazine looks back on 50 years of PR coverage and explores EDITOR-IN-CHIEF what lies ahead for the public relations industry and related functions. Kevin McCauley Companies 50 years ago relied on the media to get their news and viewpoints across to T [email protected] the public. Today, they have numerous ways to reach key audiences in a general or individual basis. Cellphones, miracles of communication, dominate society. Media and other communi- cators format their content to ft the small screens. PUBLISHER President Donald Trump’s “get tough” attitude with the press has been John O’Dwyer mirrored in the press relations of many companies and institutions [email protected] throughout the land. Another change is the gradual fip from a male-dominated profession to one that is overwhelmingly female. SENIOR EDITOR PR/media a different world in 1968 Jon Gingerich Te PR/media world this writer experienced 50 years ago was radical- [email protected] ly diferent from our current environment. “PR,” once synonymous with press relations, later became one of many disciplines involved ASSOCIATE EDITOR in shaping campaigns. Steve Barnes Only one of the ten largest frms now ranked by O’Dwyer’s uses “PR” in its name. Only three [email protected] of the top 25 do so. “PR” is seen as a term that put limits on the activities of a frm. PR people used to make a point of personally interacting with reporters. PR pros would CONTRIBUTING EDITORS ofen show up at our ofces and chat over a cup of cofee. More common was lunch; we ofen Fraser Seitel had lunch fve days a week at various Midtown locations. Standard dress for reporters and PR Richard Goldstein people was a suit and tie. In a few decades, dress habits shifed to informal clothes, including jeans. Tere was no need EDITORIAL ASSISTANTS for formal business dress if the main or only form of contact was by phone or email. & RESEARCH Tis writer launched a weekly newsletter in 1968 afer our employer of six years, the former Jane Landers Hearst New York Journal-American, closed the paper where we had been doing a daily ad Melissa Webell column. Te Chicago Tribune then hired us to do an ad column from New York. Many of the PR contacts we built up doing the columns for a total of eight years later subscribed to our newsletter, making it a fnancial success. Advertising Sales: PR services industry exploded John O’Dwyer Te PR services industry, specialist frms working directly for clients or helping PR frms to [email protected] serve clients, vastly expanded in the past 50 years. Fify-fve types of services by more than 700 frms were catalogued in the January 2018 O’Dwyer’s PR Buyer’s Guide, the 25th year of publication of this database. O’Dwyer’s is published monthly for $60.00 Tese included frms providing media lists of all types and the techniques for reaching a year ($7.00 a single issue) by the them, satellite media tours/roadshows, media training, crisis management, video production, J.R. O’Dwyer Co., Inc. executive search, conference planning, management consultants, merger specialists, graphic 271 Madison Ave., #600 services, measurement and evaluation services, interactive/multimedia services, and photog- New York, NY 10016. raphers/stock photos, to name a few. (212) 679-2471 Fax: (212) 683-2750. Professionals working in the world of PR/marketing/advertising/social media beneft from the expertise ofered by these frms. © Copyright 2018 J.R. O’Dwyer Co., Inc. Vets contrast PR in 1968 vs. 2018 Stafers, contributors and PR veterans featured in this issue have assisted us in contrasting OTHER PUBLICATIONS: the PR world of 50 years ago compared to today’s digital and web-dominated environment. We wonder: what are the valuable practices that were common in 1968 that have been lost www.odwyerpr.com over the years? Breaking news, commentary, useful data- One bedrock principle of PR was that what others say about you — the “third party endorse- bases and more. ment” — is more important than what you say about yourself. Corporations and other news sources decided that their communications eforts didn’t need O’Dwyer’s Newsletter endorsements by anyone else. A four-page weekly with general PR Another question is how PR and related subjects should be taught at the undergraduate and news, media appointments and placement graduate levels? opportunities. A basic measuring tool of the O’Dwyer’s ranking is the ratio of wages paid to employees. For O’Dwyer’s Directory of PR Firms most of the frms, that fgure was close to 50 percent. Firms were supposed to devote at least Listings of more than 1,250 PR firms half of their income to counseling and press relations. throughout the U.S. and abroad. Conglomerates purchased 18 of the 25 PR frms in the 1978 O’Dwyer’s ranking and there were fears that the entire independent PR frm sector would vanish. Edelman and other frms O’Dwyer’s PR Buyer’s Guide refused to join the parade. Products and services for the PR industry Te July issue of O’Dwyer’s explores the changing role of “PR” in the marketing mix and in 50 categories. examine how frms are coping with the new environment. jobs.odwyerpr.com O’Dwyer’s online job center has help —Jack O’Dwyer wanted ads and hosts resume postings. 6 JULY 2018 | WWW.ODWYERPR.COM REPORT Consumers willing to part with private data for a price Nearly half of U.S. consumers said they’d be willing to sell their personal online information to brands for about $150. By Jon Gingerich $ 51. Tat’s the average amount it would it’s worth giving up some online privacy in Only nine percent of U.S. consumers take nearly half of U.S. citizens to vol- exchange for receiving more personalized said they’d be willing to share their person- 1untarily fork over their personal data online experiences. al data with their favorite brands for free, to their favorite brand, according to a re- Te SYZYGY survey asked: If your favor- and more than half (55 percent) said they cent survey conducted by Germany-based ite brand ofered to pay you for any data wouldn’t sell their personal data for any digital marketing agency SYZYGY Group. Google and Facebook already have about price at all. More than a third (35 percent) Consumers widely claim to value their you (promising not to share it), what’s the said they’ve stopped using an online ser- online privacy, and have expressed trepida- minimum amount you’d accept? vice or retailer within the past year because tion regarding the prospect of third parties Many U.S. consumers believe that much they didn’t trust how that company han- accessing that information — particularly of their personal data is already freely dles their data. in the wake of the Facebook / Cambridge available online anyway, and of the 45 per- Tese privacy attitudes appear to vary Analytica data scandal — but our behav- cent who said they’d be willing to sell the somewhat across countries.
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