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 : 6 32 THE NEXT 50 YEARS CONSUMERS WILL PART BOLD ANSWERS ADDRESS WITH DATA FOR A PRICE 8 33 FAMILIAR TENSIONS 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 ’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. : 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//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 , 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. Te survey iors online routinely belie those protesta- data Google and Facebook already have on found that German citizens, in particular, tions. them to their favorite brand (on the condi- seem to value their personal data more According to SYZYGY’s research, many tion those brands promised not to share it), than their American or British counter- consumers believe it’s worth giving up at the average minimum going price is €130 parts. least some online privacy in certain cases, (approximately $151). Two out of three Germans (67 percent) and others said they’d be willing to part About 33 percent of U.S residents said said they wouldn’t sell their private data to with that information if the price was right. they’d even allow Google to track and mon- any brand for any price, even to their fa- While more than half (53 percent) of itor their online use and activity across all vorite brand. Only 18 percent of Germans U.S. residents said they believe brands and their digital devices — as long as they were believe it’s fair that Google and Facebook retailers already know too much about promised not to share that data — for an collect and use their data for ad targeting, them, almost one in fve (18 percent) said average of about $23 per month. compared to more than a quarter of U.K. and U.S. residents (26 percent and 27 per- cent, respectively), and 56 percent of Ger- mans said they think brands already know too much about them, with only one in six claiming it’s worth giving up anonymity for personalized brand experiences. Finally, it would also take more money to convince the average German to part with their personal data: $163, compared to only about $150 in the U.S. and U.K. By contrast, U.K. residents seemed the most eager to part with their data, with 48 percent claiming that they’d agree to the practice if the price was right. However, more than a third of U.K. residents (36 per- cent) said they’ve stopped using an online service or retailer because they didn’t trust that company, the highest number polled (compared to 35 percent in the U.S. and 25 percent in Germany). SYZYGY’s report, “Digital Insight Survey 2018: Te Price of Personal Data,” polled 3,000 adult Internet users living in the U.S., U.K. and Germany in late May. Respon- dents comprised a nationally-representa- tive sample of users from the Google Sur- veys Publisher Network. A similar April poll on Americans’ per- ceptions of tech companies released by San Francisco-based tech frm Bospar found that 55 percent of Americans admitted they no longer trust Facebook, yet two-thirds (66 percent) professed that they still enjoy the site.

8 JULY 2018 | WWW.ODWYERPR.COM Brands must fix social media Consumers want brands to pressure social media platforms to protect personal data, curb and protect them from offensive content, according to an Edelman poll. By Kevin McCauley

ore than seven-in-ten (71 percent) ers feel they can vote with their wallet or media has been specifcally damaged by of more than 9,000 consumers in cellphone and can control their relation- identity thef (71 percent), fake news (69 Mnine countries polled by Edelman, ship with a brand more easily than dealing percent) cyberbullying and hate speech (69 expect brands to pressure social media plat- with a polarized, paralyzed government.” percent). forms to protect personal data, according to Te frm’s poll is a Special Edelman Trust Edelman believes consumers don’t want a June poll released by Edelman. Barometer prepared for the Cannes Lions to give up on social media because the Seventy percent of respondents want International Festivity of Creativity. platforms have become a big part of their brands to help curb the spread of fake news It found a serious lack of confdence in lives. and 68 percent want brands to protect them social media throughout the world. “Tis Edelman wrote: “But they want a New from ofensive content. is a cry from the heart; people are scared,” Deal with the platforms. Be transparent CEO Richard Edelman calls brands the Edelman blogged. “Tey are outraged with me about what you are doing, includ- new hope for consumers battered by popu- about the violation of their privacy, and ing clear identifcation of sponsorship. Give lism, rapid change and societal discontent. uncertain about the truth because of the me control over my purchase data and my On his 6 A.M. blog, he wrote: “Brands are plague of fake news. demographics, with explicit privacy options an alternative democracy because consum- Te Special Report shows trust in social at each step. Ofer me information that I can believe and protect me from noxious content. Give me a public place to talk back Google overtakes Facebook for referrals to you, and I will then hold you accountable for substantive change.” People expect brands to have values, Changes in Facebook’s algorithms have caused Google to overtake and not just a value proposition, accord- the social media giant as the number-one traffic referrer to online ing to Edelman. “Tat’s why consumers are counting on brands to preserve social articles, according to a new report. By Jon Gingerich media and to protect them from exploita- tion,” he wrote. “Brands and social media platforms must treat consumers as an equal oogle has overtaken Facebook as the October 2017 while Google’s trafc surged partner in solving the problem.” number-one referrer of external traf- at the same time. Gfc to news articles online, according When broken down by article category, to a new report by technology company Parse.ly found that Google now refers more PR news brief Parse.ly. trafc than Facebook in every category Analyzing referral trafc data from more with the exception of lifestyle, education, ANA acquires DMA than a million articles on the Internet, law/government/politics and real estate. Parse.ly discovered that Google search now Facebook remains especially strong when Marketing trade group the Association of National Advertisers has acquired data-driven marketing in- accounts for 46 percent of all major referral it comes to driving trafc to lifestyle con- dustry trade giant the Data & Marketing Association. trafc, followed by Facebook (29 percent), tent, outpacing Google by eight percent Financial terms of the deal were not publicly dis- Twitter (2.2 percent) and Clipboard (1.7 overall. However, even in this category, closed. percent). Facebook has ceded ground, as Parse.ly Formerly known as the Direct Marketing Asso- Facebook had in recent years become found that prior to Facebook’s reversal last ciation, DMA has been labeled by “60 Minutes” as “one of the most powerful lobbying groups in Wash- the top source of trafc to third-party sites year, 87 percent of audiences discovered ington,” representing 1,000 organizations including published by online media companies, but lifestyle articles through the social media tech and data firms, marketers, service providers and the social media giant famously tweaked its platform. One category within the lifestyle media companies. Google, Facebook and Twitter are algorithms last year afer criticisms arose group — food/drink — now sees more traf- among member companies. The trade organization, which maintains offices in New York and Washington, that it had circulated fake content created fc from Google, and Google referral trafc D.C., was founded in 1917. by Russia-backed companies in the months to health and ftness items now equals Face- The merged organization effectively establishes leading up to the 2016 Presidential election. book as well. the largest marketing/advertising trade association in Tose algorithmic changes now empha- Parse.ly’s report also found that combined U.S., with collective membership to total 2,000 mem- size content posted by users’ contacts over referrals from external trafc sources oth- ber companies including ad agencies, media compa- nies, law firms, consultancies, ad tech firms, service its news feed and have subsequently di- er than Google and Facebook increased by providers and national advertisers representing more minished the site’s value among the online about three percent last year, with 35 per- than 20,000 brands. media outlets, newsrooms and brands that cent of trafc to media sites now coming The deal, which was scheduled to be formally com- depend on Facebook for routing organic from sites such as Twitter, Drudge Report, pleted on July 1, was approved by ANA and DMA’s board of directors and remains subject to formal ap- trafc to their content. Google News and Flipboard. proval by DMA’s voting members. Findings by Parse.ly suggest that begin- Te fndings were based on Parse.ly’s anal- ANA officials in a release said that DMA would ning last year, referral trends began shifing ysis of eight billion page views from more henceforth become a division of ANA. The unit will away from Facebook and toward Google, than a million articles within the company’s continue to be led by DMA CEO Tom Benton. with referral trafc volume from Facebook network of more than 2,500 media sites in ANA in January acquired nonprofit trade group the Word of Mouth Marketing Association. falling 25 percent between February and April and May 2018.

WWW.ODWYERPR.COM | JULY 2018 9 REPORT Jack O’Dwyer’s contributions to the PR M&A world By Rick Gould met Jack O’Dwyer in 1987 when he ate earn-out models that would require the a strong management team are worth far launched his monthly magazine, O’Dw- seller to live up to their expectations and more than frms where the owners are the I yer’s PR Services Report. Jack approached representations. To this day, I use the same key players, the hub. A second in command me to write a monthly PR agency manage- approach. I always look closely at bench- can help you to signifcantly balance the ment column. marks and proftability ratios. More specif- demands of running the frm and servicing At the time, I owned a general NYC- ically, for the past 17 years I have studied, clients. Tis is key to building your frm’s based CPA frm. I had one client, Creative written and taught about what’s needed for value. Systems Group, a new PR frm formed by a frm to attain 20 percent-plus proftability Shif from manager/owner to “coach.” three executives from Burson-Marsteller. as a foundation for building maximum val- Tis is a gradual process in which your goal Jack even ofered to pay me for the column, ue year by year for an eventual sale. is to ask more questions, be a great listener, but I turned him down because I saw PR Both of my books, “Te Ultimate PR and spend less time doing the talking and value for my business in having a monthly Agency Financial Management Handbook,” calling the shots. Transition from a hub- full-page column, photo and byline. I did and “Doing It the Right Way,” explain how and-spoke owner to a rainmaker owner. the column for nine years and passed the this is done. I’m also proud that these books You should focus more baton to Richard Goldstein, CPA, who has are the most comprehensive in PR history on new business and written the column ever since. on agency M&A. selling versus account Jack was also the person who suggested I’ve also had a catbird’s seat regarding PR management. Let your that, as a fnancial person and columnist, frm M&A trends and issues. Today, large second and third tier I was in a perfect position to do fnan- PR frm buyers are sophisticated, savvy and staf handle account cial benchmarking for the PR feld. So, know how far they can go in any ofer. Dit- management; you only working together, we created the annual to for the private equity frms, CPA frms step in if needed. Gould+Partners’ “Best Practices Bench- and law frms that are acquiring PR frms. Set up your frm so marking” survey, frst published in 1988. Tey’ve made the M&A business far more it can thrive and grow I’m proud to be known as the pioneer of competitive than in the past. without you. A frm that Rick Gould agency benchmarking in the PR industry. Any seller entering discussions and nego- isn’t dependent on its Few today know it was Jack’s idea. Since tiations without proper M&A advisory rep- owner is a premier asset to own. It is worth then, I’ve also published an annual “Billing resentation is at a disadvantage. Tey will far more than an owner-dependent frm. and Utilization Report” and annual “Net be out-negotiated. Te majority can never Force your staf to “walk in your shoes.” Revenue Growth Report.” All three studies know the many components that go into an Get them to think as an owner, an entre- have always been free on request. M&A deal. preneur. Give them the space to solve the I also assisted Jack in refning his PR frm For “you” the seller frm’s challenges and to use you as a coach, directory ranking application so that all Over the years, I’ve developed 10 strategic not a crutch. agencies defned net revenues and proft- steps that make it easier for sellers to en- Have your second-tier management run ability the same way and had their CPA frm gage in the M&A process. Following these the day-to-day operations, which will free sign of on the fnancial representations. steps as a seller, you can receive a signif- you up to think, create and further the In 2001, I sold my CPA frm and start- cant premium from buyers because they’ll frm’s vision and success. Create the future ed my M&A frm, Gould+Partners, LLC. be able to forecast what your frm will be of your frm. Dream and imagine what your Already having a decent knowledge of worth to them once they own it. business could be if you had the required PR-industry M&A, I was committed to and Instead of forecasting out your “pres- fnancial and creative resources. passionate about raising the bar in M&A ent” future profts, a strategic buyer will Cultivate your point of diferentiation transactions. use analytics to calculate the economic as a frm. Buyers don’t buy what they can In the late ’90s, there were many notable beneft of merging your frm into theirs. build on their own organically. Create failed M&A transactions as a result of sell- Tey’re looking to improve your bottom something to ofer that the competition ers grabbing frothy down payments at clos- line and service oferings. To this end, they doesn’t have. ing and getting zero on their earn-out as a want your book of business and your key Stick to your niche and create programs result of lost staf and clients. Some of these employees. Tey also want to understand and campaigns you can use over and over deals ended up in court. your geographic market and niche, if you with diferent goals, tactics and messages. I learned that deals fail because both have one. If you can quantify these wants to Tis will increase your frm’s efciency and buyers and sellers start on the wrong foot their advantage, you will gain an immediate spike your proftability and value, which in during the preliminary due-diligence stage. edge in receiving maximum value for your turn will make your frm worth more to a In efect, the failures take place long “be- frm. buyer. fore” the deals close. Make your frm “you-proof.” Now is Today is a good day to start applying these More to the point, buyers were not mak- the time to ensure that your business isn’t steps with the goal of building a more re- ing a thorough enough efort in due dili- exclusively about you. Take the “hit by a warding and proftable future and a strong gence. Sellers, on the other hand, were mis- bus” test. If you were out of action for three end game for when you’re ready to sell for representing the potential and projections months and unable to work, would your cash, equity and other fnancial and per- of their future revenues. Tey were also business keep running smoothly? Te more sonal benefts. We’ve represented frms sell- misrepresenting the quality and security of your clients and staf must depend on your ing for in excess of $40 million. We know their clients. involvement, the less valuable your frm how it’s done and what the rewards can be To solve this problem, my idea was to will be to a buyer. bring analytics into the transaction, to cre- Have a strong “number two.” Firms with _ Continued on page 13

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FEATURE Olden days, golden days We’ve come a long way in the last five decades. The public relations industry has been there every step of the way, and due to its ability to empower relationships among people and the institutions that serve them, has played a vital role throughout all this change. Fifty years ago, however, PR was pretty much the same practice it’d been since the dawn of the 20th century. But cultural shifts that began in the 1960s, along with technological changes in decades since, have completely transformed the profession. And the next half-century promises to be even more transformational. By Don Bates

hen I began in professional pub- customers saw the need for change be- came good guys socially. Public relations lic relations, things were a lot cause they were swept up in it. Employees departments and their frms paved the way Wdiferent. We’re talking the late were, too. Soon, among corporations, gov- by reaching out to stressed communities 1960s, early 1970s, when political revolu- ernment agencies, universities and in the and inviting them in for discussions of how tion commanded the headlines, not only streets, there was an unusually unanimous they could help each in the U.S. but also in Europe and other call for action to redress our social and po- other. pro-democracy areas of the world. Post- litical ills, for integrating society racially In the Bell System, I World War II turmoil had helped strike the and culturally and for reafrming the free- was given permission match. dom to speak, assemble and choose. to create a program Te young were suddenly on the move. As Dickens wrote in “A Tale of Two Cit- called Volunteers in In America, we’d had our fll of segregation, ies,” in one of the most famous lead sen- Action (VIA), which McCarthyism and war — the Vietnam War tences in a novel: “It was the best of times, had company man- in particular — which was tearing the it was the worst of times, it was the age of agers teach, train and country apart. We wanted peace. We want- wisdom, it was the age of foolishness, it was inspire children and Don Bates ed to help the poor. Te young also want- the epoch of belief, it was the epoch of in- teens in the poorest ed unadulterated freedom to do whatever credulity, it was the season of Light, it was neighborhoods of . Te vol- they felt was groovy. the season of Darkness, it was the spring of unteers worked at local settlement houses Tus, the Hippies and Yippies. Tus, the hope, it was the winter of despair …” in the fve boroughs. Eventually, the pro- biker gangs. Tus, Haight Ashbury and However, despite the resistance of the gram went national and lasted into the Greenwich Village. Tus, experiments with powers-that-be, public and private insti- 1990s. (Tis is not the Christian education hallucinogens, grass and other so-called tutions began responding as never before. program of the same name that I see refer- socially-conscious drugs (some things nev- Tey lined up for change because they enced on the Internet.) er change). Tus, the SDS, SNCC and the knew it was needed. Too much ignorance, Corporate social responsibility put busi- Black Panthers. Tus, more than society poverty, racism and cultural indiference ness in a more favorable light. It under- had ever allowed or tolerated before. had been allowed to fester for generations. scored that companies had a heart even as Te upside was the Civil Rights Move- It was hurting the economy. It was hurting they pursued their goal of proft and the at- ment, the peace movement, the anti-war business. It was hurting global competi- tendant jobs and economic impact. Com- movement, all of which had a positive ef- tion. It was also undermining ideas like panies also had the smarts to see that PR as fect, despite the forces marshaled against capitalism and free markets. Tings had well as marketing and advertising could be them. Te downside was that a lot of an- to be done to right the ship and sail it into used to enhance community and customer archistic thought infected discussions of calmer waters. relations. political change. Some reformers wanted Because of its function, professional pub- Prior to the age of CSR, most professional so much so fast that they began to riot. lic relations had a big role to play amidst the PR was focused on , about blowing Remember the 1968 Chicago Democrat- call for change and it quickly took action your horn, about informing the public and ic Convention? Remember the Kent State on its own or at the order of the C-Suite, other stakeholders about how good your killings? Remember our cities on fre? Re- which saw the meaning on the wall. Help products and services were. Tis approach member white fight? Remember the assas- or get hurt by not doing so. Corporations was mostly one-way communication as op- sinations: Medgar Evans, Jack and Bobby took a giant step. Tey began to view and posed to the two-way communication that Kennedy, Martin Luther King, Viola Liuz- practice social responsibility diferently. has become more dominant over the past zo, Malcolm X, George Lincoln Rockwell, Tey went from benign neglect to active two decades even as it’s still aborning. and friends James Chaney, Andrew Good- engagement. Back then, the public and its represen- man and Michael Schwerner (and those Rather than adhering to the ideas of well- tatives didn’t have the same interest and were only in the U.S.)? known economists like Milton Friedman engagement with big institutions as they Te reaction was swif and punishing. Te (“In [a free economy] there is one and only do today. Tey depended on the print and police panicked, the politicians panicked, one social responsibility of business ... to broadcast press for most of their news. average citizens panicked. How could any- use its resources and engage in activities Newspapers were the vehicle of coverage one be so violent and virulent against our designed to increase its profts so long as and delivery. Advertising drove the press- great country? Tey must be anti-Ameri- it stays within the rules of the game”), they es. Publicity was pretty much how PR had can. Tey must be Communists. Tey’re understood public relations’ value of help- been practiced since the early PR pioneers going to ruin our comfortable lives. ing society with charitable donations, job came on the scene at the start of the 20th At the same time, businesses were being training, business teaching, management century. Tink Edward Bernays, Ivy Lee, attacked inside and out for not lending a counsel and more. hand, for preserving the status quo. But Besides making money lawfully, they be- _ Continued on page 13

12 JULY 2018 | WWW.ODWYERPR.COM William Parker, Carl Byoir and John Hill. as intrinsic to corporate communication as Fify years is a minute in earth’s histo- Publicity meant everyone had to be a good the traditional marketing industry might ry and maybe an hour in human history, writer with a facility for preparing news re- like. but in this time minor and major miracles leases, pitches and media alerts. Form fol- Of course, the 800-pound gorilla that had of communication have been forged and lows function. entered the room before and afer the dot. delivered with the goal of empowering Tus, it was largely impossible to get a com boom was the Internet, afer which relationships among people, the institu- PR job in corporate America through- came the explosion in personal computers tions that serve them, their communities out the ’60s and ’70s into the ’80s unless and the Wild West of social media, which and their countries. Te next ffy years you’d been a journalist. You had to be an hasn’t only changed how publicity is done will bring unimaginable challenges, but expert in preparing news releases, pitches but has weakened its value and therefore as in the past PR will rise to the occasion and media alerts. Strong writing and edit- the use of standbys like news releases. At and contribute to their resolution. I wish I ing skills were sought and prized. You had the same time, the Internet has strength- could be here to see it, but I likely won’t. to know the media. You had to run press ened the value and use of blogs, podcasts, At least I can say I’m glad I was around to conferences (they had lots of them back video, bots, paid advertising and now Aug- witness professional public relations’ as- then). And you had to relate to reporters mented Reality and Virtual Reality. Imag- cendancy to conspicuous prominence as a and editors (you actually went to lunch or ine what the world of corporate communi- tool not only for publicity but for crisis and dinner with them!). PCs and email had yet cation will look like in 50 years. Wow is an , as well. to emerge — never mind the Internet — so understatement. Don Bates is an award-winning public working with the press was pretty much So, professional public relations has come relations practitioner, educator, trainer and the only game in town, and thank good- a long way baby, in a moment in history consultant. He began his career as a reporter ness. With all its warts, the Fourth Estate that saw communication not only grow in Boston, afer which he was a senior exec- has been and is a counter balance to insti- and prosper but also become absolutely utive in major corporations, nonprofts and tutional power, and protector of the peo- essential to the management of for-proft consulting frms, and later owned Te Bates ple’s right to know in a free society. and nonproft organizations. Tis includes Company for a dozen years before merging Te publicity model continued through businesses, government agencies, NGOs, it with another frm. He teaches at New York the 1990s, but it had begun to shif during associations, charities, celebrities, public University, conducts PR writing workshops, and afer the dot.com boom. Tat’s when ofcials, even criminals — just about ev- writes regularly on PR management issues the PR business suddenly grew in leaps eryone and everything that has reason to and handles PR agency M&A as a Senior and bounds. Corporations and agencies fght for and win public favor. Counselor for Gould+Partners. couldn’t fnd people who were journalists fast enough to handle the new business (PR practically drove the Age of Website content and development). Tus, compa- nies started hiring college graduates with degrees in psychology, philosophy, theater arts, history — in any feld if they had a quick mind and the gif of gab. Also, about this time, marketing commu- nication and integrated marketing began to be bandied about as umbrella terms for all corporate communication, regardless of what it was called on the organization chart. Tis caused more than a little agita in the halls of PR and still does, but it wasn’t the panacea everyone thought. Tere’s a big diference between selling and promoting, between one-way advertising and two-way PR. IM and IMC have had a major impact on PR but their infuence has yet to become Contributions to M&A _ Continued from page 10 when it’s done the right way. I thank Jack O’Dwyer for being instru- mental in launching both my CPA frm and M&A advisory frm as a niche specialty in public relations. His coverage of the PR in- dustry, directories and other products have helped to strengthen the reputation and ac- ceptance of the PR profession. Happy 50th Anniversary. Rick Gould is Managing Partner at Gould +Partners.

WWW.ODWYERPR.COM | JULY 2018 13 FEATURE Gender affects treatment, communications at PR firms A study focusing on gender’s role in the PR industry found that many female practitioners will adopt “masculine” traits in the hopes that they’ll achieve recognition and be seen as equals by their male colleagues. By Jon Gingerich ender still plays a big role in deter- cessful and rewarded with executive posi- issues don’t impact them in any direct way. mining how someone’s identity and tions.” Women in the PR workplace expressed Gpersonality is perceived and pre- Tis personality adaptation isn’t limited to facing numerous personal, societal and sented in the communications industry, women in PR, however. Interestingly, Reig- professional expectations amounting to a according to initial fndings from a study stad found that many practitioners admit- desirable work/life balance that they view focusing on gender diferences in the public ted that they essentially play a performance as an almost impossible task to achieve. relations world. role in their day-to-day jobs, putting on a Particularly, women with children said they Te fndings were released by Amelia facade and ofen avoiding communicating struggle daily to fll the dual roles of mother Reigstad, a visiting assistant professor of what’s on their minds to colleagues and and practitioner, which inevitably results in marketing communications at Te Univer- clients. An incredible 95 percent of practi- feelings that they’re coming up short in one sity of Wisconsin–River Falls. Reigstad in- tioners admitted doing this at some point, department or another, either in the ofce terviewed PR pros to uncover what factors with many claiming that this roleplaying or at home. they believe infuence how they communi- was typically borne out of an expectation to Age also appears to present its own set of cate and what infuence gender has on the always be “on” when interacting with col- communication challenges within the in- practice of PR and the workplaces in which leagues or clients. dustry. Older practitioners — specifcally, these practitioners perform. “I was extremely surprised that public senior male PR pros — are ofen perceived Reigstad’s study suggests that PR pro- relations practitioners were ‘performing’ as arrogant and ego-driven, and can exhib- fessionals exhibit a wide array of diferent per se on a day-to-day basis to colleagues it difculty communicating with younger communication and personality traits in and clients; essentially putting on a front female practitioners. Unpleasant interac- the ofce, and those characteristics — as or playing a role especially because the aim tions, speaking down or “mansplaining” opposed to someone’s gender alone — can of PR practitioners is to practice truthful, were cited as frequent occurrences. Many have a real impact on how projects are de- ethical and transparent public relations,” older men avoid interactions with younger veloped. female practitioners altogether, and typi- Still, there were some noted variations cally make decisions in a vacuum without in the ways in which men and women said the input of others. Again, the study found they communicate in the workplace, and that many senior-level female practitioners female respondents were quick to articu- admitted to essentially adopting many of late what they perceived to be obvious dif- these traits, which they view as a means to ferences, and more ofen than not, shared their own success. those diferences in a somewhat negative Te study also found that Millennials are light, claiming they don’t feel equal to men perceived to communicate diferently and in a workplace environment. Men’s opin- less efectively in the work environment ions on these diferences, on the other regardless of gender, ofen limiting face- hand, appeared to be expressed in a some- to-face communication and using screen- what muted fashion. based methods (like texting) as a substitute. Specifcally, the study found that female Amelia Reigstad presents her Ph.D. findings at Finally, the study found that most PR pros practitioners said they’ll ofen adopt “mas- an IABC event in St. Paul, Minnesota. believe gender plays a role in infuencing a culine” traits and essentially behave like person’s identity and personality — as does men in the hopes of gaining recognition Reigstad told O’Dwyer’s. “To me, there- culture, race and socio-economics — and and being treated as an equal. More than in lies a slight contradiction to what PR practitioners widely said they aim to prac- three-quarters of female respondents — 77 practitioners do and say and this could be tice ethical, transparent PR, with 95 percent percent — admitted that they take on what considered an issue. If we are to practice of all interviewed (both male and female) they perceive to be “male” qualities in order transparent public relations on behalf of claiming that diversity is of utmost impor- to be successful. organizations and clients, we should be as tance in their place of work. “I wasn’t necessarily surprised that many transparent as possible within our interper- Reigstad’s fndings are part of the disser- female practitioners that I had interviewed sonal communications.” tation she’s currently writing for a Ph. D. in were taking on masculine qualities or traits Reigstad’s fndings also suggest that in- Media and Communications at the Univer- in order to be successful in the workplace, equality between men and women at the sity of Leicester in the UK. In the course because although the industry is predomi- C-suite level remains a major issue of con- of conducting her research, Reigstad spent nately female, leadership positions are still cern among women. An overwhelming last year interviewing more than 40 PR for the most part flled with men,” Reigstad number of women interviewed — 96 per- practitioners within the Minneapolis/St. told O’Dwyer’s. “According to my research, cent — said they’re still concerned about Paul region from agencies as well as com- women have been witness to how men have gender inequality in the workplace. Men, panies’ internal PR departments. succeeded in securing leadership positions meanwhile, appear to be aware of these Reigstad shared her initial fndings within the workplace for many years and challenges, but don’t seem especially moti- during an April presentation at an Interna- they feel like if they mimic that type of be- vated to make actionable changes in this de- tional Association of Business Communi- havior or personality, they too will be suc- partment, perhaps due to the fact that these cators event in St. Paul.

14 JULY 2018 | WWW.ODWYERPR.COM

FEATURE The past as prologue

As PR ponders its future, traditional media platforms have suddenly become a major influence once again, underscoring the adage that the more things change, the more they remain the same. By Alex Stanton

hen I look back at the evolution conditioned to the imperative that “infor- Leading newspaper and broadcast plat- of the media and the public rela- mation wants to be free?” Fortunately for forms have invested signifcantly to beef Wtions business and assess where traditional media brands, Millennials have up their investigative teams because such it’s all headed, legacy media brands loom bucked conventional wisdom. work attracts eyeballs and wins accolades. large. Between 2016 and 2017, the share of Te Pulitzer-Prize winning Spotlight team A few short years ago, native digital news Americans ages 18-24 who paid for online at the Boston Globe, for instance, has grown outlets such as BuzzFeed and Mashable news increased from 4 percent to 18 per- to six full-time stafers. were touted as the future of online news cent, according to Reuters Institute for the Te public interest while traditional media outlets like the New Study of Journalism. Among ages 25-34 it news platforms and York Times and the Wall Street Journal were rose from 8 percent to 20 percent. consortiums have written of as dinosaurs. growing capabil- But as we head toward a new de- ities and infu- cade — with PR playing an increas- ence. ProPubli- ingly strategic role in marketing ca, the Center communications — consumers of for Investigative news have fipped the switch. Reporting and Mainstream media outlets are the Internation- experiencing a renaissance via on- al Consortium Alex Stanton line subscription plans while digi- of Investigative tal native news outlets that rely on Journalism, for example, are hiring online advertising face signifcant more correspondents and adding headwinds. dozens of media partners. Recent Mashable, once valued at $250 and global stories produced from million, was sold to Zif Davis late such partnerships include the “Pan- last year for less than $50 million, Consumers who pay for subscription news services by age (U.S., ama Papers,” “Russian Trump Tower according to recode. “Mashable’s 2016-2017) Meeting” and “Cambridge Analyti- collapse comes amid increasing Source: Reuters Institute for the Study of Journalism. ca.” skepticism about online publishers The more things change … that depend on digital advertising, A lot of the conversation within PR as Google and Facebook eat up in- precincts centers on how our profes- creasing amounts of that market,” recode In fact, the largest growth in U.S. sub- sion has changed more dramatically in the said. scribers paying for news content during last 10 years than in the previous 50. Call it back to the future, as traditional that time frame was among those aged 18- To a signifcant degree, that’s true. A grow- media brands rise in popularity and charge 24. ing number of communicators are gaining for it via digital subscriptions. By paying for digital subscriptions, a seat at the proverbial table, strengthen- Paying for news you trust younger consumers of news not only keep ing infuencing decision-making, driving Between 2016 and 2017 digital subscrip- traditional media sources viable, but ex- key trends and boosting our value to the tions to grew 500,000 pand the number of editorial/content mar- C-suite. to 2.6 million, while the Journal added keting opportunities for brands and organi- In some important ways, however, the 200,000 digital subscribers to 1.7 million. zations to consider. more things change, the more they stay the Te New Yorker, a master of long-form Legacy media brands now have multiple, same. journalism, saw its digital subscriptions integrated media channels to ofer market- Legacy media brands are investing sig- increase 250,000, to 1.1 million, during the ers, including online video, podcasting and nifcantly — and driving cross-platform same period. Te New York Times Co. add- live events, with additional channels likely coordination — to win in the fast-chang- ed 139,000 digital-only subscribers during to emerge within the next few years. ing digital arena. Tey are playing the long the frst quarter of 2018, up 25.5 percent Investigative journalism on rise game while others are forced to focus on from the year-earlier period. Larger media consumption trends also the short-term. Te ultimate winners are With a constant stream of unreliable play into the growing appeal of traditional yet unclear, but the battle for mind share is content circulating throughout the Web, media platforms. good for consumers of news — and for PR consumers of news seem to be gravitating Investigative journalism, which for years professionals. toward more reputable media platforms — was a hallmark of major American news- Alex Stanton is CEO of Stanton, a commu- and paying for the privilege. papers and the top broadcast outlets, has nications frm with ofces in New York and But wait. Weren’t Millennials — who are come back with a vengeance in the last few California. He can be reached at astanton@ fast entering the decision-making ranks — years. stantonprm.com.

16 JULY 2018 | WWW.ODWYERPR.COM

FEATURE Are we competing with Mad Libs? Several services on the market today are promising companies that they can now do their own PR, but these fill-in-the-blanks solutions miss the mark on what a true public relations campaign can offer, and echo the oft-repeated truism that there’s no alternative for hiring a professional. By Paula Conway any of our colleagues are express- and introducing you to a handful of impres- to be able to translate her specialized ideas ing concern over emerging “PR sive journalists through a series of exclusive far exceeds that of what would be expect- Msolutions” such as Spry and Bite- networking events. What they don’t show ed from a fll-in-the-blanks press release or size PR. Tere are also publicists who ofer you is that of the twenty-fve or so clients article. It takes time, skill and understand- quick solutions with great marketing tag- who sign up, maybe two actually get into ing of the client that an app simply cannot lines like “from hidden gem to household the high-end publications, and that’s not to replace. name” where they demonstrate, among mention how inefective the long-term ben- We protect our client’s other things, how to create a strong pitch efts of that one-of actually is. You may go intellectual property, letter and, through their short-term pro- to a few good cocktail parties and meals and fle trademarks and gram, introduce clients to some leading discover how to draf a basic press release, hire outside counsel journalists for a fraction of agency fees. but certainly not as well as a professional. for patents. We make For an established PR agency, it can be Isn’t a client’s time better utilized by hiring sure that trade dress is challenging to educate prospective clients a professional to draf and follow-up on a in line with messaging on the diference between these instant release? Tat way the client can spend their and all other IP assets, fll-in-the-blanks solutions and long-term time operating their business? as a business is not Paula Conway brand-building public relations campaigns While analogies don’t always do the im- ready for public rela- and what it means to the future health and age justice, the best analogy to a full service tions if it is not fully protected or secured. well-being of a company. public relations agency and the examples Being ready for media is about much more Let’s start with business models like Spry cited above might be the diference between than just having something to say. We also and Bitesize PR. Tey present themselves using WebMD to diagnose your symptoms ensure that the leadership is appropriate for as “PR solutions,” but they really are little and going to see a doctor. You can spend media, prepared and trained, and if not we more than Mad Lib shortcuts. Spry is the all the time you want shooting in the dark, suggest measures to realign the brand. frst mobile PR Network; an app where a treating yourself with web searches, guess- Our relationships with major television prospect can outsource everything for cor- ing and putting the pieces together, but networks and shows like the “Today Show” porate communications including a press eventually you’ll need the diagnostic testing span nearly 20 years, and it is for this reason release, bylined article, blog post, company and the course of antibiotics to be on the that they call us when they are looking to fact sheet and a la carte media lists. Tey’ll mend. WebMD and over the counter med- fll content, and we reach beyond our client even write LinkedIn blog posts for you, for ications can be a quick, cheap fx, but they list to fll space. You can’t fnd that on Spry $300. When you dissect the service, the a la are not a good way to service your health and Bitesize PR. You also will not fnd that carte costs add up. For example, your com- needs long-term. producer hanging out at cocktail parties af- pany needs a press release ($749), a media When, as an agency, we drill down on ter hours. list ($529), which adds up to $1,278 for a what we do for our clients, the breadth and When our clients are preparing for a se- blind shot in the dark of papering a list with depth of what’s required to help a client ries round of funding, they turn to us to news written by someone who is unfamil- build and maintain the brand is deep and review their decks. We provide strategic iar with the user’s business or feld, with the long. It goes far beyond the one-shot ser- counsel on positioning, rewrites and full sender who isn’t skilled at following up with vices of companies like Spry, Bitesize PR scratches when it’s called for. We also sit in the media. and networking ofered through a meet and on pitch meetings when partners are not Bitesize PR works on a diferent model greet service. Agencies prepare clients for available. We nominate our clients for na- with three tiers of service: $79, $149 and their media close-ups that quick apps can’t, tional awards and secure speaking engage- $499 per month, respectively. It functions and then the agency introduces, builds and ments on the highest levels, including Te much like a curated HARO that you pay maintains client relationships with the me- White House. for: the user pays for the plan they think dia, crafs the brand messaging and helps Tese aren’t bragging rights, this is what that they want and enters the Bitesize PR them evolve with changing circumstances. it means to hire a public relations agency interactive network of journalists who are Our agency recently signed a radiologist and why you build a brand with the right seeking experts and sources for stories they who’s developed a patented technology that PR partner. Your frm is in the long-term are working on, and if you are a good ft, will change the landscape of patient data relationship and brand building business they’ll contact you. Pretty straightforward. and body imaging. She drafed a thought and these are the critical elements to good Ten there are the media experts who leadership article for a trade publication ongoing public relations that only an ex- ofer public relations services to make you and it was unintelligible, not because she’s perienced agency can deliver. When pros- really, really famous in a short period of inarticulate or uneducated — quite the pects pose the question: why should we time with their unique networking pro- contrary — but she’s a radiologist with an choose your agency over a less expensive, grams where they showcase their clients extremely high level of technical expertise, quick solution? Te answer is easy: they who were featured in Forbes, Inc. and O not a writer. We had her dictate to us what should invest in their long-term future. In Magazine, examples they display proudly she wanted to say in her industry lingo PR, as with everything in life, you get out of on their websites. Tese are typically short- and we translated her concepts and wrote it what you put in to it. term programs, up to four months, with fees the article so that it would be understood Paula Conway is the President of Astonish starting at $3,000 and services that include by the layman. Te type of education and Media Group in New York City, and a fve- learning how to write your own pitch letter training it takes for even a staf like ours time award-winning author.

18 JULY 2018 | WWW.ODWYERPR.COM

FEATURE Millennials have more to teach us The latest generation has changed the way business is done. Here’s gender equity. what PR needs to do to keep up to speed. By Andy Polansky Millennials not only see a responsibili- ty for CEOs to speak up on societal issues, they favor it. In Weber Shandwick’s latest illennials have changed the course However, Millennials have a reputation CEO study, we found that Millen- of business, to a greater extent for being nomadic, hopping from one job nials have higher favorability toward CEOs Mthan any of us could possibly have to another. Weber Shandwick’s research on who speak out on societal issues and a high- imagined. Coming of age in the new mil- employee engagement, Te Employer Brand er likelihood of buying from a brand whose lennium, 22-to-37 year old Millennials Credibility Gap, found that nearly 60 per- CEO speaks out on hot-button issues – with are a diferent cohort than GenXers, Baby cent of global Millennials are very likely to 51 percent more likely to buy from a compa- Boomers and the Silent Generation. While keep working for their current employers ny led by a CEO who speaks out on an issue there’s no shortage of research and infor- for the next year, a rate signifcantly lower they agree with. mation on what Millennials want, think, than that of older generations. Terefore, Millennial support of do and say, there are indicators that might employers must promote things that matter CEO activism comes be overlooked. Signals that might provide to Millennials, and communicating values naturally and we can a window into how future generations will may help to attract and retain this gener- expect to see more in expect businesses to behave and contribute. ation: nearly four in 10 global Millennials the decades ahead. A Here’s what we know already about this say whether an employer has a clear mis- 2014 Pew Social Trends most infuential group: sion and purpose would be a very import- report found that the • When it comes to business, Millennials ant factor if they were looking for a new job. Millennial generation want to work for and buy from companies Values also matter while on the job. One- may be detached from that they believe deliver on their promises, third of Millennials who say they’re aware organized politics but Andy Polansky care about social justice and defend their of their employers’ values strongly agree are politically active. values. that they consider these values when faced Tey’re more supportive of gay marriage, • If Millennials do not agree with how a with decisions at work. climate change solutions and social justice. company treats its employees, takes a po- Values and purpose increasingly play a Tey are also America’s most racially di- sition on hot-button issues or engages in role in Millennials’ purchasing decisions. verse generation. Coupling these diferenc- sustainable practices, they will think twice According to Weber Shandwick’s study, Te es with their immersion in social media, of it as a place to work and a brand to buy. Company behind the Brand II: In Goodness they have more confdence in the power • Millennials aren’t afraid to take action. We Trust, four in 10 Millennials are buying of networks and connectedness to make If they disagree with a company’s political from companies or brands that share their change. We can expect them to be more vo- view, they will it and ofen go one values more than they used to, and are sig- cal as well as they turn to social networks to step further by intentionally buying the nifcantly more likely to be doing so than make their opinions known. products of companies that align with them older generations. Millennials also increas- Ending gaps in diversity, equity, inclusion on controversial issues of the day. In other ingly want to feel good about the company Fify years from now, I hope we’ll be able words, BUYcotting is in all of our futures. that makes the products they buy (37 per- to look back on 2018 as an infection point Millennials grew up on the cusp of the cent) and are purchasing more from com- year in the pursuit of equality for people digital revolution. Tey led other genera- panies that have a social purpose or strive to of all backgrounds. With movements like tions in their adoption and use of technolo- make a positive contribution to the world or #MeToo and #TimesUp cementing in our gy and watched how technology disrupted market in which they operate (33 percent). cultural zeitgeist, the next half century in markets, sometimes even making their own In further research that investigates the the workplace will (and should) look a lot parents’ jobs obsolete or outdated. rising trend of BUYcotting — where con- diferent than the last. While DEI should Certainly digital and social media-savvy sumers show support for companies by in- be a priority for everyone — across gener- Millennials will continue to make a huge tentionally buying from them — we found ational lines, at every level — I suspect that impact on how businesses communicate that BUYcotters are more likely to be Mil- demand from Millennials and Gen Z will and engage with key stakeholders. lennials or Gen Z. U.S. and UK consumers have a greater impact on the issue. Given this special edition of O’Dwyer’s who BUYcott primarily do so because of We know that Millennials seek diversity celebrates 50 years in covering the PR sec- product or service quality, but their support and inclusivity at work more than their old- tor, what can we learn from our youngest was secondarily driven by values displayed er counterparts — in a Weber Shandwick practitioners about what the next 50 years by a company or brand. study, nearly half of Millennials said diver- will bring, both for our clients and our in- As Millennials continue to gain infuence sity and inclusion would be an important dustry? as employees and customers, companies factor in job searches, compared to about A lot, I think. Here are a few consider- devoid of clearly defned and articulated one-third of Gen Xers and Boomers. ations for the years to come: corporate values will be at a disadvantage. We also know from our most recent Ci- Corporate values will matter even more Business leaders need to be more vocal vility in America annual tracking study that With the retirement of Baby Boom- Te past few years have shown an increas- a diverse and inclusive workplace is more ers now upon us, more than one in three ing intersection between business, brands civil. If it’s not clear by now that we should Americans in the workforce are Millenni- and policy. Millennials especially have be proactively advocating for a more di- als, making them the largest generation in heightened expectations for how leaders verse, equitable and inclusive workplace for the U.S. labor force, according to a Pew Re- and companies respond to current contro- employees now and in the future, I expect search Center analysis of U.S. Census Bu- versial issues of the day, whether it is im- reau data. migration, gun control, climate change or _ Continued on page 28

20 JULY 2018 | WWW.ODWYERPR.COM

FEATURE Then and now: the changing PR landscape Today’s PR landscape bears little resemblance the agency world of gy that demonstrates the powerful impact decades past. of our eforts on consumer behavior has By Grace Leong helped to elevate PR’s role in the marketing mix. ify years ago, in 1968, Barbara Hunter, well beyond crafing messaging and arrang- From clear lines of responsibility to a the eventual Founder of Hunter Pub- ing access, interviews and photo shoots for marketing communications land grab: Flic Relations, was setting her sights on , today’s PR pro is ofen charged Who is winning the lion’s share of the PR Li- taking over Dudley-Anderson-Yutzy. She with developing the storylines and the ons at Cannes? Advertising agencies. Why? achieved this ambitious goal in 1970 when reams of visual and written content neces- Because a breakthrough campaign today is she and her sister, Jean Schoonover, pur- sary to continually feed the digital needs of at its very core, a PR campaign. In a world chased the frm and became the frst wom- our clients’ owned social and digital chan- where consumers are touching their phones en to own and run a PR agency. D-A-Y re- nels. As a result of our clients becoming 200 times a day on average, there is a battle mained the only female-run agency in the publishers, we now have a lead role in com- raging for their atten- top 25 for many years to come, until Bar- municating directly to consumers on behalf tion. As we say at Hunt- bara eventually sold the frm to Ogilvy and of the brands and products we represent. er, you can’t own that Mather where she served as Chairwoman From one-way communications to attention, and you can’t until striking back out on her own with the two-way conversations: Tose consumers buy it. You have to earn founding of her eponymous frm. sometimes communicate back! One of the it. Te best marketing We’re fortunate to have her legacy and many reasons that the PR discipline was ideas today are platform perspective as our foundation at Hunter PR, well positioned to step into the role of social agnostic, and travel fu- but the agency of today bears little resem- media community management on behalf idly between owned, blance to the agency of 50 years ago, when of our clients is our comfort with uncon- earned and paid media Grace Leong desk essentials included little more than a trolled mediums and nuanced, on-going as the consumer does, telephone, a rolodex, and for many a PR pro, conversations. Relating to the public is, afer with a consistent, values-based message an ashtray. Since that time the Digital Rev- all, at our core. Today’s consumers expect that connects on a deeper level. Makes a olution fundamentally altered the channels, to be able to share their feelings, joys and statement. Stands for something. Marketers speed, direction, measurement, and format frustrations with the companies and brands can’t just talk the talk. To connect with con- of brand to consumer communications. they let into their lives, which has created sumers today, perhaps more than ever, they Your “Rolodex” and phone still matter, but a slew of new opportunities and challenges need to walk the walk. Advertising agencies now they’re held in the palm of our hands for us and our clients. are presenting PR ideas to our clients more from where we control the dissemination of From long lead to micro-lead: Much has than ever before, and digital agencies are information, ofen in 140 characters or less. been written about the relentlessness of the fghting it out with us for community man- In considering the changing PR landscape 24/7 news cycle, and reporters are being agement and content creation roles. We’ll over the past 50 years, seven areas of evolu- asked to juggle multiple deadlines and wear keep fghting the good fght, and demon- tion come to mind: numerous hats. Entertainment weeklies, for strating that an “earned” POV improves the From journalists to (informally-cre- example, have to grapple with not just the work and resulting consumer response. dentialed) infuencers: Te power of the weekly close, and hourly breaking news on- From homogenous to diverse: One area third-party endorsement, editorial or oth- line, but also minute-by-minute commen- where our industry is making strides in erwise, endures. But with the rise of social tary on Twitter and elsewhere in the social “walking the walk” is on the diversity front. media as consumers’ primary source of in- sphere. Many reporters/editors are cultivat- Te corporate communications and PR formation and inspiration, those endorse- ing vast social followings of their own, and agency practitioner of Barbara Hunter’s day ments come not just from the credentialed wielding infuence beyond the mastheads of was predominantly white and male. Today, media, but from the lifestyle trend setters their employers. Another boon for PR: me- our makeup is beginning to look a little these consumers admire and aspire to be. dia events and “desk sides” have taken on a more like the population we’re speaking Individual Instagram follower counts for new life as fodder for in-the-moment con- to, and that’s a good thing, but there’s more skilled content creators from every verti- tent generation, so that new product you’re to be done. Hunter is proud to be a wom- cal from food to fashion, beauty and travel promoting could land on Instagram, online, en-run agency with many bi-lingual staf on are surpassing the circulation of even the and in print as a result of one good meeting. our roster, and to have recently been named largest consumer lifestyle media. Te best From measuring outputs to outcomes: to the frst annual PRSA-NY President’s Di- of the best maintain credibility by careful- Do impressions still matter? Of course they versity Honor Roll. We’re encouraged and ly integrating branded content into their do. Before you can engage consumers, you inspired by the work of our industry and storytelling in a way that is authentic and have to reach them, and impressions give us peers to improve diversity among our ranks. transparent, and their followers have come the ability to calculate other valuable mea- What hasn’t changed? Ultimately, our to expect and appreciate partnerships be- sures such as CPM and competitive SOV. fundamental roles — communicators, fa- tween these infuencers and the brands that But the digital and social outputs of our ef- cilitators, fact and gut checkers, truth keep- support them. forts now allow for tracking of much more ers, writers, creators and connection mak- From publicists to content creators: As than the potential number of consumers ers — these have stayed the same. It all just the mediums have evolved, so has the tool who have been exposed to our content, in- happens a lot faster, with more scrutiny and box and necessary skill set of the PR pro. cluding their engagement with that content competition than ever before. But that’s OK. At our core, we are still facilitators of an ex- and the actions taken as a result. Te previ- We can handle it. We’re PR pros, afer all. change of information between our clients ously elusive “buzz factor” can now actually Grace T. Leong is CEO of Hunter Public and various infuential third parties. But be measured, and new analytics technolo- Relations.

22 JULY 2018 | WWW.ODWYERPR.COM

How tech startups “flip the funnel” with PR Principles, strategies and tactics that can help PR startups cross the chasm where inbound outpaces outbound sales efforts. By Kevin McLaughlin

or startups, the evolution of PR is a way. In this phase, it’s all about making they missed. All of these touchpoints go lot like sales: until you earn a reputa- noise. Here are a few key components: a long way in maintaining visibility and Ftion for a great product or service and Audit and emulate: You’ve already gone strengthening relationships, so when you achieve some semblance of market trac- through the process of crafing your posi- actually do have news or commentary that’s tion, most of your time is spent hustling tioning, mission statement and value prop- coverage worthy, you’ll have a receptive au- with outbound campaigns and leads. osition as you built your business plan. dience that will at least provide feedback if Like many of your startup peers, you’re Now it’s time to map those tenets to your not include your company in a story. jumping headlong into the funnel only to PR plan. Tis doesn’t happen in a vacu- Phase II: project and protect fnd yourself clogged in the bottleneck: um; you can’t force-feed your agenda and Now that you have achieved validation, fghting for attention, validation and wins brand-driven vernacular to the media. First it’s time to cement the reputation as the in order to slip through to land that covet- you need to survey the landscape from the trusted, proven and acknowledged mar- ed client or lone media placement. inside out: hear what your peers are saying, ket leader. Tis also means you need to It can be exhausting. It can feel thankless. how they’re packaging it and how they de- defend and protect — But it’s all part of the startup gig, and that’s velop their ideas into storylines. Converse- both proactively and what you signed up for. Still, success stories ly, taking a view from the outside in, exam- reactively — that rep- surround you. Tales of rapid growth, over- ine which media are covering topics (not utation and leadership fowing sales and enviable media and mar- just competitors) relevant to your business, position you’ve worked ket attention abound. Tese are the jugger- and with what tone or style. Te exercise so hard to establish. nauts, the wunderkinds, the disruptors and and fndings of this audit should inform If you’re going to ac- unicorns that you aspire to become, com- how to turn your PR assets into stories that complish “fipping the panies that’ve managed to fip the funnel will not only get coverage, but also help to funnel,” these aspects where inbound outpaces outbound sales push your corporate agenda. of your PR program are eforts. Package: Understandably, most emerg- critical: Kevin McLaughlin While there isn’t a roadmap to follow ing companies have smart, accomplished Expand: It’s time to that’s tailor-made for your company, there people throughout the ranks, from found- get more deeply entrenched with media are underlying principles, strategies and ers to whipsmart engineers to creative ge- that matter most; those in the mainstream tactics that can and will get you there, help- niuses. But it’s not enough to simply have and industry-trade that see the market in a ing you to cross the chasm between start- a compelling point of view or proven best similar way, know your brand’s capabilities up mode (cracking the code on market ft) practices. Tese nuggets of valuable insight and value proposition and have an infu- and growth mode (putting your foot to the need to be packaged into actual stories, ential voice. At the same time, you’ll need foor to achieve scale). with the structure, tone and takeaways ap- to expand your reach as well, to steadily Just as your operational priorities, strat- pealing to the press, and more importantly, broaden the exposure across the outlets egies and tactics change in accord with their reading or viewing audiences. and platforms that your experience and the various life stages of your company, so Pitch: Te decisions about the way you marketing research has proven to reach, should your PR program. For the vast ma- pitch and to whom are informed by your engage, infuence, and activate your target jority of companies, that trajectory is the audit. By now, you should know that blast- audiences. Two key measurements here to same: frst, asserting your brand as “part of ing press lists aren’t the way to go. Sure, track performance are sentiment and share the conversation;” next, becoming a regu- to some degree it’s a numbers game, but of voice (for the latter, this applies to the lar on the short list allows your brand to the only way to maintain a healthy run of macro view across the marketplace, as well help “shape the conversation;” and ulti- coverage is to target and tailor your pitch- as the micro view within each piece of cov- mately, climbing to a leadership position in es. Again, take the mindset of the reading erage and relative to other brands). your market empowers your brand to “lead or viewing audience and work backwards Strengthen: You need to broaden your the conversation.” from your dream story to a concise and PR arsenal while increasing tempo. While Before your brand can progress along compelling pitch that can catalyze your big in the frst phase of the PR program, your that arc, however, you’ll need to execute idea into your dream feature. approach as an emerging company was on your startup PR plan. While innovation Build: In the early stages, it’s all about mainly one of a “hunter” — tracking and and provocation may help in creating the momentum. While you’re hustling on the pursuing media targets with outbound sizzle as a startup, it’s the creation of pre- PR front, you’re building a library of infor- pitching tailored to their tastes — you now dictable, measurable value that makes the mative content coupled with initial press need the additional role of a trapper, which meal, which applies to sales and product relationships that you can and should nur- requires baiting contacts with compelling marketing as much as PR. As a high-level ture over time. Te biggest mistake many content like data fndings, analytics, play- guide, you can consider this two-phase ap- companies make is to engage only with the books, case studies, surveys and third-par- proach to architecting a PR funnel fip for press when they’re seeking coverage. While ty studies. Tis type of content can travel, your brand. you don’t want to food inboxes and social maintain relevancy over longer time peri- Phase I: plan and project feeds, you do want to maintain a two-way ods and cascade throughout your market- Coming out of the gate, you need to get connection. Ofer email, DMs, shares and ing mix as sales triggers for direct mar- on the radar of your target media, establish likes with meaningful commentary, wheth- keting, account-based marketing, content your brand positioning and drive home er that means reinforcing their fndings or your narrative in a concise, compelling points-of-view, or pointing out something _ Continued on page 40

WWW.ODWYERPR.COM | JULY 2018 27 FEATURE Media training: then and now How the media training profession has changed in the last come in with the aforementioned attitude quarter-century. has multiplied. I’ve been working harder to By Ken Scudder show examples of how newsmakers have handled hostile interviews, and how they ’m using the occasion of O’Dwyer’s 50th work morning shows, most TV interviews can “win” no matter what the interviewer’s anniversary to refect on my own career, look like they’re happening in a cofee shop perceived bias. Iand how I’ve seen media training change with WiFi. Also, the number of interviews Regardless of technological and societal in the approximately 25 years I’ve been con- that are taking place via Skype or other vid- changes, one thing has remained constant: ducting it. eo chat apps has had me adjust my train- the need for clear, concise, and consistent Te most obvious, and least important, ing to include more “one shot” simulations messaging. Tis proliferation of outlets, changes involve the basic technology in- (looking directly at the camera) and remote and thus overall news volved in the training. Twenty-fve years interviews. content, makes con- ago, my clients lef the training day with a Te change I’m shocked by — and one that sistent messaging even video cassette containing all of their simu- has only come into play in the last two years more critical. And as lated interviews and presentations. Today, I — is the fact that I now feel the need to tell the number of viewers/ email the mp4 fles or hand over a memory my clients their answers must be true. Not readers/listeners for card. Instead of faxes, I confrm trainings that I feel that my clients have been lying; each source diminishes, and get background via email. Instead of a on the contrary, I’m proud of the honesty of newsmakers must fo- quarterly newsletter, I post on my blog. And, the men and women I’ve worked with and cus even more on deliv- blissfully, the cameras I now use are much for. But there are now so many examples ering the same message Ken Scudder smaller and easier to bring on the road. of pure, unbridled dishonesty in the public across multiple plat- More signifcantly, the media available discourse that I fear many people will take forms. What you say on MSNBC should be to my clients has increased exponentially. this as an example of “how to do it.” nearly identical to what you say on Fox, to Calling the increase in news outlets, and For decades, I’ve taught that you satisfy the New York Times and the Orange County “news” outlets, an “explosion” grossly un- any tough question you get, and then steer Register, and across your Tweets, Facebook derstates it. Tis hasn’t been an “explosion,” to one of your key points. I’ve always taught posts, and whatever social media channel it’s been a “big bang.” Tere are more op- that those points must be “interesting and has sprung up in the 30 seconds it took me portunities for newsmakers to get their sto- relevant to the topic of the interview.” Until to type this sentence. ries out than at any time in history. Tere recently, I never believed I would have to I’m excited about where the news media, are also more opportunities for making a tell people they also must be honest. public relations, and the communications devastating error. No matter what advantage a public speaker training feld are going in the next 25 years. And those devastating errors are ending seems to enjoy for dishonestly, I still frmly And I’m comforted by the thought that careers faster than ever. Tere is no such believe that it’s only short-lived. Presidents O’Dwyer’s will continue to report on it all thing as a small, local mistake anymore. Richard Nixon and Bill Clinton will forev- for the next 25 years, 50 years, and beyond. Te pressure to “get it right” in every public er be known as liars, and I have no doubt Congratulations to Jack, John and the en- encounter is excruciating. And, as we saw the current inhabitant of 1600 Pennsylvania tire team! in the last two Presidential campaigns, pri- Avenue will as well. I also believe strongly Ken Scudder has provided media training, vate events are no longer truly private. that anyone caught lying has more trouble presentation training, crisis communications Because of this, I’ve put a premium on getting what he/she wants accomplished training and consulting, and writing and ed- crisis prevention in my media training ses- despite a short-term gain. For example, in iting to business leaders, celebrities, and pol- sions. Te increased difculty in recovering mid-June, Department of Homeland Secu- iticians for more than 20 years. from a slip has moved me to focus even rity Secretary Kirstjen Nielsen tweeted that more on ensuring the answers to the tough- the administration does “not have a policy What Millennials can teach us est questions are nailed down, defensible, of separating families at the border. Period.” _ Continued from page 20 and truly satisfy those questions. It has also However, Attorney General Sessions and led me to spend more time reviewing what the President himself have confrmed, and the Millennial voice will make a diference. pitfalls exist, as a slip is more likely to occur even bragged, that they’re pursuing such a I also expect Millennials will ensure it won’t when the question is unexpected instead of policy. Tis fabrication will not only hurt take 50 years to achieve our DEI goals. one we prepared for. And, I’ve told all my Sec. Nielsen’s career, it also will prevent peo- Takeaways for our industry clients to assume that there is someone at- ple inside and outside of her department Millennials are without a doubt making tending every public appearance of theirs from acting on anything she wants done as their mark on the communications indus- who disagrees with them 100 percent and is her public persona is now damaged. try. Teir expectations should be taken recording everything they say in the hopes Te last change I’ll discuss is the growing seriously because they have a great deal to of sending their error or infammatory distrust in the media. From day one, I’ve contribute and as the next generation of PR statement out into the world. had some clients say “it doesn’t matter what leaders, they will drive progress forward. To me, one of the most interesting chang- I say in an interview, the reporter will just Tey have pushed our sector to be more es is where TV interviews are taking place. write what he or she wants.” And I’ve coun- connected, more diverse, more accessible When we founded Virgil Scudder & Asso- tered that while a few reporters may not be and yes, more accountable. Here’s to the ciates in 1990, we wanted a TV studio that as fair as you’d like, you can succeed with al- next 50 years of seeing what this group will looked like a “TV studio”: overhead lights, most any reporter if you make your points help our community achieve. large cameras on tripods, big monitor and and handle the negatives. Over the past ten Andy Polansky is CEO of Weber Shand- an “On Air” sign. Today, outside the net- years, however, the number of clients who wick.

28 JULY 2018 | WWW.ODWYERPR.COM

FEATURE To win in sports marketing, give fans what they want

As the sports industry continues to grow in scale, marketers can longer afford to drop the ball. economy will grow to $905.6 million in the By Samantha Baier coming year, up 38 percent year over year. And the audience is rapidly growing as ports marketing has evolved, and results in a motivated infuencer who cre- the global esports audience will reach 380 brands must continue to change their ates the kind of content his or her audience million this year, comprised of 165 million Sgame plans, as the stakes grow higher craves. “esports Enthusiasts” and 215 million “Oc- than ever. As marketers, we have a responsibili- casional Viewers.” Gone are the days where a brand’s top ty to not only engage our audiences but With such a diverse and widespread goal was to put its logo in the face of as to connect with them in ways that show fanbase, marketers of many people as possible, as ofen as pos- we truly understand how each particular esports should take sible. Eyeballs are no longer enough. Fans group prefers their sports experiences. Tis the same approach to are consuming, following and experiencing means immersing yourself in the mindset understand this demo- sports diferently. and behavior of the fanbase to understand graphic as they would It’s hard to imagine feeling more pressure how each particular demographic watches traditional sports. Te than an athlete at crunch time in a champi- and follows a specifc sport, team or event. same way an avid foot- onship game, but brands that are investing Connecting with them and the infuential ball fan might have millions in sponsorships have just as much people they follow is also key. certain afnities, so do on the line. Taylor client partner P&G was able to gamers. For instance, Digital sports evolution create and execute distinct content strate- Call of Duty gamers Samantha Baier Fans expect and demand to be engaged. gies that champion their male brands (i.e., will respond to difer- With that, they crave access, authenticity, Head and Shoulders) to showcase the au- ent infuencers and content than Over- and value. If there is no value provided by thentic connection between the brands and watch gamers. the sponsor — or a way to bring fans closer athletes during a special moment in time, Competitive gamers, like more tradition- to the game experience — a 30-second ad the NFL Draf. T e content was captured al athletes, can be highly efective infuenc- during the Super Bowl becomes forgettable, in video format with the NFL prospects ers as they have built an audience around a and those fve million dollars become mon- distributing through their own social chan- shared passion point. Tis especially rings ey poured down the drain. Any engage- nels. Tese videos focused on their prepa- true for the younger, Gen Z fan. However, ment without true, meaningful, valuable ration for the biggest moment in their ath- the same principles apply: knowing the fan, activation will produce inefective results letic careers thus far while also leveraging speaking their language and adding value that are (perhaps mercifully) hard to mea- their personalities to maximize authenticity to their experience. sure with any precision. and relevancy. Aside from infuencer marketing, brands A key component in the evolution of Delivering on exclusive items to elevate are taking notice and learning where the sports marketing is the value of infuencers fan excitement is another great way to opportunities are. Some are providing and the creative, actionable content they bring your brand to the forefront of mar- YouTube and Twitch sponsorships. Ten provide. Infuencer marketing is not nec- quee moments in sports. Besides NBA free there are the more progressive brands, like essarily about choosing ambassadors with agency, which begins every year on July 1st, Coca-Cola, which operates a dedicated es- the greatest reach or follower count. Iden- the NBA Draf is the most talked about mo- ports Twitter channel, Coke Esports, and tifying and understanding the intricacies of ment on social during the league’s of-sea- uses the hashtag #CokeEsports. Te brand the intersection of your target audience and son. To leverage that excitement, our client has also has expanded its footprint in es- the fan passion points is key in selecting an partner Panini activated during last year’s ports, along with its long-time investment infuencer and crafing a content strategy; NBA Draf by releasing their #PaniniIn- in soccer, with the global launch of eCOPA just as analyzing the defense in the waning stant collection which allowed fans to pur- Coca-Cola, a global EA Sports FIFA 18 moments of a close game is crucial for a chase each drafee’s frst trading card in tournament. quarterback when calling a play. real-time as they were drafed. Sports PR/marketing, just like any other Because consumers have become more While each player included his unique industry’s marketing, must evolve along discerning about the content served to card and link to purchase on their own with the consumer. Te good news is that them on digital platforms, maintaining au- Twitter channels, the content catered to growing digital consumption helps market- thenticity becomes paramount. Tis means fans of the teams in which they were drafed ers understand consumer needs almost in treating your infuencers as partners and by using relevant hashtags and team dialect. real time. taking a customized approach to each in- Emerging trends in sports marketing And even though players, fans, and pref- teraction. Fostering these relationships Te recent explosion of esports as a main- erences may change over the years, one takes time and ofen means fnding ways stream sporting event has been eye-open- thing remains true: the ultimate win for to add value beyond product and monetary ing, to say the least. Fan engagement, sim- your brand is the long-term relationship compensation. ilarly to traditional sports, is as segmented and impactful reputation you build with For example, instead of paying per post, a and rich with opportunity for brands and your target audience. sponsor can ofer infuencers insider access sponsors. Samantha Baier is Director of Digital to their favorite team through VIP experi- According to a gaming market intelli- Sports at Taylor, a leader in digital sports ences. Tis access-vs.-investment approach gence provider, Newzoo, the global esports strategy and public relations.

30 JULY 2018 | WWW.ODWYERPR.COM People in PR Brunswick hires CNBC, CNN vet GOP Gillespie former Weber heavy- Frayter to RF|Binder takes SV&C PA post

weight McLeod arina Frayter, most recently a feld d Gillespie, who narrowly lost the producer at CNBC Business News, 2017 Virginia governor race to Ralph runswick Group Khas joined RF|Binder as Managing ENortham and the 2014 Virginia Sen- has hired Jon Mc- Director to drive media relations at the ate race to Mark Warner, will chair Sard BLeod, who chaired New York-based independent shop. Verbinnen & Co.’s freshly launched public Weber Shandwick’s UK At CNBC, Frayter covered the stock mar- afairs group in DC. corporate, fnancial and ket, IPOs, economy, banking, fntech and Te former Chair- PA group, as head of its payments. She produced the “Where the man of the Republican London PA operation. Jobs Are” series and her digital documenta- National Committee He’ll start in September. ry, “Te Bitcoin Uprising,” earned an hon- founded powerhouse McLeod lef the Inter- orable mention by Ca- Quinn Gillespie & public unit last month Jon McLeod blex Program Awards. Assocs lobbying frm following a more than Prior to joining with Jack Quinn, VP 20-year run of guiding clients through reg- CNBC in 2010, Frayter Al Gore’s Chief of Staf ulatory, fnancial and legal matters. was New York Assign- and President Clinton’s Ed Gillespie His goal at his new job “is to ensure that ment Editor at CNN White House counsel. leadership and innovation in public afairs during the fnancial Gillespie also served as White House is right at the heart of Brunswick’s sustained crisis and worked in counsel to George W. Bush. evolution as a world-class advisory frm.” London and Atlanta for “Ed’s unparalleled experience in business, Prior to joining Weber Shandwick, Mc- CNN International. Karina Frayter politics and government will be an import- Leod spent more than six years as board CEO Amy Binder ant asset to SVC’s clients,” said George Sard member of the East Midlands Regional De- believes Frayter’s “experience in the news- and Paul Verbinnen in a statement. “In velopment Authority in Nottingham and room ofers us a new advantage in under- addition to his expertise in public afairs, two years as Associate Director of West- standing the way reporters think, act, and he has advised clients on M&A and crisis minster Strategy in London. make decisions today and will further help situations and counseled CEOs and boards our clients stand out as the leading voices through signifcant transitions.” in today’s conversations on business, the Former deputy US Trade Representa- Laidlaw lands Allison economy, social issues, and culture.” tive Miriam Sapiro and Purple Strategies co-founder Bruce Hayes head SV&C’s +Partners crisis post Washington outpost and vice chair the PA Mayoral press secy. group, which is to ofer strategic counsel arbara Laidlaw, a former executive on high-stakes events (M&As, government at Burson-Marsteller, Edelman and signs on at Solomon investigations, issues management and cri- BFleishmanHillard, has joined Al- ses). lison+Partners, where she’s been named icole Caravella, former Press Secre- Managing Director of Global Reputation, tary to Boston Mayor Martin Walsh, Risk + Advisory. Nhas joined Solomon McCown & Eaton reps Red Lorry Laidlaw joins the MDC Partners unit Company as an Account Supervisor. from Burson-Marsteller, where she was Caravella was Mayor Walsh’s Press Secre- Yellow Lorry in North Managing Director and provided strategic tary for two years, beginning in 2016, where communications and change management she oversaw communications for all city de- America advice. Prior to that, she was President and partments and agencies, Owner of communications consultancy as well as the rollout of ed Lorry Yellow Lorry, London-based BEL Communications. new policies, initiatives B2B tech outft, has brought on Mere- She was previous- and legislation. She Rdith Eaton to join its Boston ofce as ly an Executive Vice was previously Press director of North America. President and crisis Secretary to Rep. Joe Eaton comes to the agency from March head at Edelman and a Kennedy III (D-MA) Communications, where she most recent- Partner and Senior VP and served as a polit- ly served as VP, working on clients across in Fleishman Hillard’s ical advisor to former industries including cloud computing, tele- corporate fnancial and Secretary of State John Nicole Caravella communications, enterprise sofware and corporate afairs prac- Kerry in his Senate of- hardware, IoT, security tices. Barbara Laidlaw fce as well as press assistant to Paul Hodes and blockchain. At Allison+Partners, (D-NH) during his 2010 Senate candidacy. Eaton will have Laidlaw will be responsible for oversee- At Solomon McCown, Caravella will fo- overall responsibility ing the growth of the San Francisco-based cus on the agency’s real estate and nonproft for growth and client agency’s global issues management, crisis clients as well as public policy. services in the North and risk mitigation capabilities. She’ll be Solomon McCown, which specializes in America region and stationed in New York and will report to healthcare, public afairs and crisis man- will report to Guy Wals- Partner and Europe + Corporate Global agement, maintains an additional ofce in ingham, Red Lorry Yel- Meredith Eaton President, Matthew Della Croce. New York. low Lorry’s CEO.

WWW.ODWYERPR.COM | JULY 2018 31 FEATURE Public relations: the next 50 years

Industry veterans weigh in on how they see the industry evolving in the decades ahead. man. It will be machine-to-machine since By Henry Feintuch there will no longer be reporters but intelli- gent robots sifing through their expansive ify years of chronicling the growth it is no longer going to be necessary,” said data bases looking for sources and data. It’s of the PR industry is certainly a mile- Natan Edelsburg, COO of the Muck Rack hard enough today to get reporters on the Fstone worthy of refection. Jack O’Dw- and Shorty Awards. “Journalism’s fragility phone; robots won’t even have cell phones,” yer was a fnancial journalist at two of the and evolution is going to force more cus- said Anderson. biggest daily newspapers in the U.S., the tomization than ever before. Because of Perhaps one of the most upbeat and an- New York Journal-American and the Chi- advancements in technology and social alytical responses came from Kevin Ake- cago Tribune. Te creation of his signature platforms, it will be easier to target the royd, CEO of Cision. of-white, typed weekly report in 1968, right journalists and get a brand’s message “Public relations is O’Dwyer’s Newsletter, quickly became a across in a sincere way. As a result, the PR headed toward becom- must-read for corporate and agency prac- industry is going to help boost a renais- ing a heavily data-based titioners. By the time I graduated Brooklyn sance within a journalism industry that has profession within the College with a degree in TV and radio in been plagued by outdated business models next 50 years, in high- 1976, worked on-air in radio, served on a and mass layofs. Te future is bright for ly similar ways to how TV assignment desk and fnally joined the those who take their time to build relation- marketing, advertising PR industry in 1981, “O’Dwyer’s” had be- ships and use technology to scale.” and digital commerce come one of a handful of legitimate publi- According to Erik Deutsch, Principal have evolved. ‘Real’ cations serving our industry. of ExcelPR Group in Los Angeles and a data, analytics, and Henry Feintuch I met Jack in the late ‘80s at the annual former PRSA-LA President, “It’s difcult business results attri- KCSA West Point football outing. Jack was to predict what will happen next week let bution and measurement will fnally arrive a perennial attendee, joining Herb Corbin, alone 50 years into the future, but the long (unlike the last 50 years) and will permeate Les Schupak, the late Les Aronow and the horizon gives us freedom to think big. If the industry as the advancement and so- rest of the frm for the dining and liquid the past is any indication, change will be phistication of available tools continues to refreshment that preceded the afernoon manifest in new technologies and the de- increase.” in the grandstand. His distinct laugh, voice mocratization of content publishing and Where do I see the industry going? Afer and presence dominated the group, and to distribution. We may see artifcial intelli- watching technologies arrive and trans- this (then) young practitioner, he seemed a gence take on PR storytelling functions, as form our business for more than 35 years, reporter’s reporter. And in many ways, he it is already beginning to do in journalism. there’s no question that the volume and was. Jack pushed, probed and exposed and It’s possible PR will take on a more scien- pace of innovation will only increase. From didn’t think twice about who he was writ- tifc approach, given new forms of data and big data, AI, AR, social media and mobile ing about and who he might ofend. the ability to analyze it. Perhaps the most to new, undreamed of tech, the only con- Over the decades, as my career unfolded, fundamental change will involve how the stant, as the ancient Greek philosopher Jack was always inviting and magnanimous public perceives news sources. We already Heraclitus of Ephesus is thought to have in coverage of stories I pitched. In later see a less clear delineation between edito- said, is change. years, we ofen disagreed on various indus- rial and branded content, and that’s likely Regardless of the tools, it’s the people try and PRSA issues, but we maintained an to continue.” who use the tools and advocate for their open dialogue and his publication’s doors Bill Doescher, President and CEO of frms and clients that are the constant. Te were always open. the Doescher Group and past President technology allows us to be more thought- Reminiscences aside, O’Dwyer was there of PRSA-NY and the PRSA Foundation, ful, to target better, interpret and free up to report on our industry’s maturation and thinks change will accelerate and that in- our creativity. Tech will not replace us; it transformation into a serious management cludes the language of our profession. “Te will empower us in ways previously un- discipline (that despite the Aug. 2017 Gal- short answer is in all kinds of directions imaginable. lup Poll depicting the profession as one of with some indications that the words ‘pub- Cision’s Akeroyd similarly believes the the least respected, with a just eight per- lic relations’ will be playing a lesser role best days are ahead. “PR, the fundamental cent net positive rating). and maybe even disappearing … in the keystone of earned media — will actually Where is the PR industry headed? next fve-to-10 years.” be recognized for what it is — the most in- Seeing we all have a good sense as to the What else may disappear? Quite a bit fuential, most efective, most impactful of current state of the profession, I thought it according to Rick Anderson, Managing the media mix.” might be instructive to look at where PR Director and head of Feintuch Commu- I couldn’t have said it better. Here’s to the is headed in the next 50 years. I turned nications’ fnancial practice, who shared a next 50 with you all and with O’Dwyer’s. to some industry friends and colleagues more cynical view of where the industry is Fasten your seat belts! to weigh in. “Technology” and “societal headed. Henry Feintuch is President of Feintuch changes” are two common themes I heard “…to extinction. PR will be taken over by Communications, a NYC-based PR frm in many responses. AI and bots which will crawl through our focused on technology, fnancial services “PR is going to signifcantly move away clients’ public and private information and and start-ups. He is a past President of from any kind of mass distribution since efectively bypass our role as the middle- PRSA-NY.

32 JULY 2018 | WWW.ODWYERPR.COM Fifty years on, bold answers address familiar tensions

Media have learned that readers insist on fearless conversations ed instances where brands have appeared alongside content deemed unsavory. that cater to diverse audiences. It’s time for the communications Blockchain-based journalism sector to follow suit. By Mary C. Buhay G&S also provided a frst look at Te Civil Media Company, a Brooklyn-based ompare today’s societal tensions Cord cutters new venture with an emerging journalism with those business communicators With content that caters to diverse audi- model based on blockchain technology. Cgrappled with 50 years ago, and it’s ences, Te Young Turks Network is rapidly Founded in 2017, Civil funds other media easy to recognize some familiar narrative growing its viewer base. TYT is the online start-ups with grant money from its own arcs. Diversity. Generational gaps. Trust in news and commentary juggernaut that re- strategic investor, an arm of Ethereum, a the news. To foster better understanding cently hit 7.6 billion lifetime views, mainly blockchain-driven computing platform that among modern audiences, a new breed of among Millennials who support its pro- generates the cryptocurrency used by Civil. journalists, media executives and commu- gressive political stance. At a median age of Steve Halsey, G&S nicators is taking bolder measures, a recent 28, the TYT viewer is signifcantly younger Managing Director, ig- conference presented in New York by G&S than counterparts at FOX and CNN, whose nited the interview with Business Communications revealed. median ages are 60+. Daniel Sieberg, Civil’s Te G&S Global Street Fight examined In their session, G&S Managing Director co-Founder and Head of new forms of storytelling and audience Ron Loch and TYT Chief Business Ofcer Journalism Operations, engagement. One catalyst for innovation Steven Oh explored the network’s Over- with a startling survey emerged: the urgent need to fund good Te-Top viewers who are focking to plat- fnding. journalism. forms such as YouTube, Amazon Video, More than one-third Worth paying for Hulu and other distributors that do not rely (37 percent) of those Mary C. Buhay “We’re a subscription business more than on cable or satellite pay TV services or in- polled by G&S would we are an advertising business now,” Marc frastructure. categorize as fake news “an article that con- Lacey, national editor of the New York Times According to a G&S poll conducted on tains factual errors, even if the mistakes are told G&S CEO Luke Lambert, who served May 29, 2018 among 517 adults, one-quar- unintentional.” as panel moderator. “More of our money is ter had become “cord cutters,” by canceling Sieberg revealed Civil’s solution to restore coming in from digital subscriptions, from their cable or satellite subscriptions in the trust in the news media: Start fresh with a print subscriptions, so we are relying on en- past 12 months. brand new protocol. On Civil’s platform, gaged readers. We need to have an audience Identifying TYT’s paying viewers as mem- news publishers and members of the public that believes what we’re producing is worth bers, not subscribers, is a way of acknowl- who wish to fund quality journalism form a paying for.” edging their active roles in developing show cooperative by taking fnancial stakes using Lacey believes this revenue shif is driv- content, Oh explained. Membership fees Civil cryptocurrency, agreeing to uphold ing a sharper focus on audiences. Te Times range from $10 to $1,000 per month. At the a constitution and holding each other ac- launched its Race/Related weekly newsletter upper level, super fans are considered exec- countable for practicing ethical journalism in 2016 in the afermath of the Black Lives utive producers and gain access to premium and civil discourse. Violators risk expulsion Matter . To refect the reality of race content. VIP members also take part in reg- from the community and forfeiture of their as a subtext in its readers’ experiences, the ularly scheduled calls with TYT top brass. tokens. newsletter is a joint efort across diferent Te upstart network’s business formula Ease their grip departments, ranging from the national creates a community whose energetic sup- Civil believes it can avoid social media’s desk and Washington bureau to the culture port ofen extends to brands with shared val- unruliness and opacity since blockchain and sports sections. ues, which has attracted sponsors including operates as an open ledger that lets mem- Also in 2016, the Times ran a special se- American Express and Verizon. Brand col- bers practice self-governance, fund news ries online during Black History Month, in laborations with TYT result in longer-form reports, and distribute stories in full view of which images from its extensive picture li- digital content, such as mini-documenta- all participants. Blockchain technology also brary were published for the frst time. “We ries, and experiential programs, such as promises a way to check the veracity and were shining a light on the New York Times panel discussions and meet-and-greets. sources of news. From the initial transac- as well, being critical of our own coverage,” B2B brands, in particular, must adjust tion in which a fully-disclosed funder and said Lacey. “At the time that these photos their approaches as they consider uncon- newsroom agree on the terms of an assign- were taken, we had an all-white photo ed- ventional placement options. Loch re- ment to the resulting news product, each itor staf — all-white editor staf, in fact.” marked that TYT’s platform is ideal for the story is permanently archived as one indel- Te photo series attracted so much public more complex storytelling that ofen eludes ible record and traced wherever it is shared feedback that a book based on the ground- B2B marketers on mainstream media, since within the platform. breaking work came out in 2017. OTT viewers are more willing to immerse Regardless of which business models pre- Te Pulitzer Prize is another iconic jour- themselves in content that can run as long vail, communicators should take heed of nalism brand taking a fresh look at its mis- as 30 minutes or more. “Tey’re willing to public demand for greater diversity of ideas. sion. Newly appointed Pulitzer Prize Ad- pay extra to get an experience with a com- News media are learning that audiences in- ministrator Dana Canedy will likely be a pany that has an aligned value [with theirs],” sist on unvarnished stories and fearless con- “stronger voice on First Amendment and said Oh. versations. Similarly, marketers and PR pros free press issues” while doing more diversity Te TYT executive urged marketers to must also ease their grip on brands. work, according to Megan Mulligan, the or- build relationships with OTT viewers over Mary C. Buhay is Senior VP of Marketing ganization’s Deputy Administrator. time and not to be intimidated by isolat- at G&S Business Communications.

WWW.ODWYERPR.COM | JULY 2018 33 REPORT The good, the bad and the ugly me fnish introducing myself before saying, The relationship between PR practitioners and the media has “Got to go.” What I was ofering was good, changed dramatically over the years. Unfortunately, some of these solid stories that subsequently were done by changes haven’t been for the better. other reporters who listened to what I was By Arthur Solomon pitching. (Lesson to be remembered: Te more experienced the reporter the better side from the title of a spaghet- some of New York City’s major dailies. Tus, they treat PR people. And stafers at the ma- ti-Western, “Te Good, the Bad and I can confdently write about the ugly from jor news organizations are rarely rude if you Athe Ugly” also aptly applies to how personal experience on both sides of the know their beat and pitch solid story ideas.) media relations have changed over the last aisle. Te PR/journalist re- few decades, which I’ve witnessed frsthand, Here’s how some matters have made a lationship has changed frst as a journalist and editor and later, as a change for the worse. dramatically over the professional in the PR business. Media contact: Contacting a print jour- years. As a journalist, I Of course, the biggest changes have been nalist used to be easy, even if you didn’t have always let PR people fn- the result of technology. But below are sev- a direct phone number. Just pick up the tele- ish their pitch, even if I eral other reasons for those changes as well. phone and tell the operator to connect you knew it didn’t have story Te Good: Newcomers to our business to a specifc reporter or an editor or reporter value. When I jumped might be surprised to learn that for many that covers the salt and pepper industry. No the fence to the PR side, years, dailies and wire services would run a problem. At a TV station, all you had to do the great majority of story and omit the brand name of a product was ask to be connected to a producer of a journalists would let you Arthur Solomon because, they said, “it’s too commercial.” To- certain show. fnish pitching before day, brand mentions are the norm. Ten things changed. Many news outlets saying, “good story” or “no story.” (I guess While at Burson-Marsteller I found a way wouldn’t connect you with an individual good manners aren’t part of the communi- around the commercial block. Every story unless you gave them a specifc name. Even cations schools’ texts.) idea I presented had loads of stats about worse, some news outlets did away with a Finally, while there have been many product sales, costs of promotions, etc. live person answering the phone and re- changes in the PR/journalist relationship Without identifying which brand the stats quired you to punch in the name via your over the years, some things remain the referred to made for an incomplete story. telephone keyboard. (It took a while, but same: Te Bad: Before newsrooms used com- I fnally fgured out how to beat the “no Te best way to create a good working puters as their basic tools, reporters were name, no connect” system without spend- relationship is to pitch only solid stories to free to meet with PR people to discuss story ing a bundle on contact books, which I’ll the proper beat reporter or editor. Pitch “in ideas. Even when reporters were busy, we gladly share with anyone who hires me for their ballpark” stories ofen enough and you were always invited to meet in the news- project work.) will always get a hearing. room to pitch ideas. Te caveat was that Manners: I’ve always been treated respec- Pitch junk and your calls, emails or other pitches had to make sense, meaning they tively by experienced reporters and editors. pitching methods will not be forgotten and contained hard news or feature elements Not so by novice reporters. Two examples: neither will you, and not in a good way. that made sense to journalists. Pitching fuf At an international event, I approached a Arthur Solomon was a Senior VP/Senior would end the welcome mat. young reporter, introduced myself and was Counselor at Burson-Marsteller, and was Making matters worse was the advent of immediately told, “I don’t work with PR responsible for restructuring, managing and the 24/7 news cycle. Many reporters became people” and he walked away. playing key roles in signifcant national sports chained to their desks, ofen ending the At another event, a reporter didn’t even let and non-sports programs. cordial one-on-one relationship between reporters and PR people. Because of time constraints brought on by the 24/7 news cy- Email marketing remains popular cle some reporters did not have the time or early 70 percent of businesses report- pany dispatches marketing emails daily, as freedom for in-person, in-depth interviews. ed that they still rely on email mar- opposed to 21 percent of marketers working A short phone conversation, followed by Nketing, according to a recent survey at companies stafng between 101 to 500 email discussions, was ofen the result. of digital marketers released by Te Mani- employees. Laptop computers also played a signif- fest. When asked to cite their primary ob- cant role in diminishing the personal rela- Te Manifest survey found that 69 percent jectives for engaging in email marketing, tionships. Many reporters never go to the of digital marketers admitted allocating growing and retaining customer base (29 ofce these days. T ey fle their stories or time and money at their businesses for the percent), followed by the prospect of in- columns from wherever. purpose of email marketing. crease engagement (22 percent), were the Te Ugly: Prior to becoming a freelanc- Among businesses that invest in email top reasons most marketers supplied. er, I was a Senior VP/Senior Counselor at marketing, the most popular topics behind Again, this variable revealed a disparity Burson-Marsteller and was responsible for this outreach involve product/company among company size: companies with more restructuring, managing and playing key updates (69 percent), promotional emails than 500 employees were more likely to use roles in some of the most signifcant nation- (69 percent), newsletters, (68 percent) and email marketing to increase engagement al and international sports and non-sports event invitations (65 percent). (25 percent), whereas smaller companies programs, as well as traveling internation- Larger companies typically send the most said they’re more likely to use email market- ally with high-ranking government ofcials emails. According to the survey, 37 percent ing to either grow and retain their customer as a media advisor. And before joining the of marketers stationed at businesses with base (34 percent) or for brand awareness PR business I reported for several years for more than 500 employees said their com- (17 percent).

34 JULY 2018 | WWW.ODWYERPR.COM Jack O’Dwyer’s passion for PR reporting By Peter Finn ongratulations to Jack O’Dwyer on dia would converge into an integrated and to us all. It’s a level of quality and integrity his 50th anniversary covering the PR dynamic communications force. He was in journalism that today, is being upheld by Cworld. right. everyone at O’Dwyer’s, and I have no doubt I’ve known Jack personally for some 25 Jack also recognized that PR practitioners that it will carry forward for many years to years. As we all know, the PR world has would help to drive the breaking stories on come. gone through an incredible transformation our news and social platforms, shaping to- Tough I miss that printed weekly news- during this time. day’s most meaningful and important con- letter format, I always value how it evolved, Troughout these changes — in news versations and building our most infuen- respect his legacy and anticipate its vibran- delivery, speed of decisions and shif from tial brands. Again, he nailed it! cy. relationships to ofen Jack’s passion for PR set a standard of ex- Tank you, Jack. transactional models — cellence in reporting on the PR industry Peter Finn is Founding Managing Partner Jack has stood for val- that has been emulated by others, a beneft at Finn Partners. ues that transcend our industry. He remained the ambassador for our industry and a prophet- ic journalist who would recognize that integrity Peter Finn and reputation were the coin of our work. More than two decades ago, desktop com- puters — initially word processors that en- ables on-the-fy editing — were new and they were just used to replace typewriters. Facsimile machines, smart phones, e-mail, web sites and social media were far from our world then. Brands were products and not necessarily people. PR and advertising frms had distinctive and separate swim lanes. But it’s all dramatically changed and one way I’ve kept ahead of these shifs is by reading Jack’s highly regarded, distinct yel- low printed pages in the pioneering Jack O’Dwyer’s Newsletter. Jack’s illuminating perspectives and in- sights on how technological advances, eco- nomic fuctuations and societal/cultural shifs are impacting the PR industry have been a must-read for me since my father David created an iconic agency that today has blossomed into three successful of- shoots, Finn being one that shares his name. Jack was one of the frst to note that mar- keting, branding, PR and digital/social me-

PR news brief Kekst reps FujiFilm in tech tussle with Xerox Kekst & Co. is working with Japan’s FujiFilm, which in June threatened to compete with Xerox if it decides not to renew its 56-year technology partnership that expires in 2021. Chairman Shigetaka Komori wrote in a letter to Xe- rox CEO John Visentin that FujiFilm is ready to com- pete with Xerox in Asia Pacific and enter the US and European markets. FujiFilm had a $6.1 billion deal to acquire Xerox, but the transaction was torpedoed in May by activist investor Carl Icahn. The scrapped acquisition led to the resignation of Xerox CEO Jeff Jacobson and five board members. Kekst’s Ruth Pachman and Kimberly Kriger repre- sent FujiFilm.

WWW.ODWYERPR.COM | JULY 2018 35 FEATURE O’Dwyer, like PR, has always been about relationships By Dorothy York n our 60th anniversary year, I’m proud sassination of Bobby Kennedy and Martin and honored to contribute an article to Luther King Jr., the Viet Nam War, student they’ve worked so hard to create, typically Icelebrate the 50th anniversary of Jack protests all over the world, Apollo 8, the for a handful of top-tier journalists, have an O’Dwyer’s company. election of Richard Nixon and the dawn of ever-increasing number of choices, as the Nobody has helped NAPS more than Jack the television age, Jack started out with a media has become fragmented, including to get the word out to our clients, with a fre in his belly and a passion for PR. Tose citizen journalists, in the age of democrati- trade publication that’s second to none. were the golden days of traditional media, zation of the media. Jack is a PR pro of the frst order of mag- the primary focus of the eforts of most of Our results are better nitude. He calls it as he sees it and lets the our clients. than ever and keep get- chips fall where they may. He’s given us the Fast forward to 2018, and we live in a ting better! We’ve gone inside cover of his magazine for many years world of real-time news and agile responses from promising 100 and top-rate positioning on his site. to the constantly changing environment. placements per press What we’ve paid has been far exceeded by Donald Trump, like him or hate him, has release to more than the many happy returns on our investment. rewritten the rules of PR and marketing by 1,000. Our metrics are I don’t know if we would have survived all cutting through the flter of traditional me- more precise measures these years without the help of Jack and dia and reaching out directly to the public of the value of PR so his staf. We are truly grateful for all he has to build relationships that made the most clients can more fully done for us and for the PR community. unlikely of candidates President of the U.S. appreciate our success Dorothy York Te fundamentals of marketing and PR New terminology has been coined to de- stories. We’ve given out are the same today as they were 50 or even scribe the current PR landscape, such as hundreds of Golden Tinker Awards and 100 years ago, as written about by Edward changing “press release” to “news release” Certifcates of Excellence at an increasing Bernays, who most consider one of the because the news is not only for the press rate, afer raising the bar several times to founding fathers of PR. but also for marketing directly to consum- show that what’s above and beyond is now Bernays, a nephew of Sigmund Freud, ers. what’s typically expected. wrote about the psychology behind the PR Also, “newsjacking”, as described by Da- We ofer proposed feature news releases eforts, including appealing to people’s basic vid Meerman Scott in “Te New Rules of at no cost or obligation from our team of wants and needs, which are much the same Marketing and PR,” is the act of seizing the experts, who study the trends in what is today as they were back then. opportunity to inject your story into the getting the best coverage in thousands of PR is about relationships. What’s changed conversation about breaking news, if there’s community news outlets, primarily in the is that we have new tools and techniques to a legitimate connection to be made, and wealthy suburbs nationwide. Our guarantee get the word out and develop those relation- providing a resource to journalists, who are is that people will love their results or get ships. looking for more information on a relevant another one free. Back in 1968, one of the most tumultuous topic. Dorothy York is CEO of New York-based single years in history, in the days of the as- Clients who want to repurpose content North American Precis Syndicate. Jack O’Dwyer, an American original By Robert L. Dilenschneider e was there when the public relations rooms where Jack O’Dwyer was discussed ways bent over backwards to see that Lucille industry started. He tracked every im- with unhappiness, anger and, frequently, was taken care of. Second, he took every oc- Hportant development. He called out surprise. “How could he get that story?” was casion as an opportunity the bad guys and exposed the charlatans for ofen the comment. to look for news. He had who they were, and he praised and support- And Jack did get the story … and story a nose for it, which is ed the good guys. afer story. why he found angles no He refected a level of style, elegance and It was my privilege to be with Jack and his one else got. honesty at every turn. beautiful wife Lucille on several occasions. Jack O’Dwyer loved In my early days in the business, I sat in How did he conduct himself? First, he al- people. He helped the “little guy.” He was nev- Facebook users sharing less content er intimidated by “the big guys.” And he always Robert L. early half of Facebook users in the Nearly half — 44 percent — of Facebook had a touch of that fa- Dilenschneider U.S. cited privacy concerns as the rea- users said they’ve recently changed their mous Irish wit in every- Nson why they’re sharing less content privacy settings, 76 percent said they hav- thing he did. on social media than they used to, accord- en’t increased the amount of content they Te world is a better place for O’Dwyer’s. ing to a recent Tomson Reuters survey. share with friends/followers and 93 said Business is better, and people are more ac- According to the survey, 47 percent of they haven’t increased the amount of con- countable. U.S. Facebook users claim that concerns tent they share publicly. Is there a downside to Jack? Yes indeed. surrounding privacy are the reason they’re A majority of Facebook users polled — Tere is only one of him. now sharing less content with friends and 69 percent — said it’s “very important” to Robert L. Dilenschneider is Founder and followers on social media. One in fve — 20 control who gets to see the information they Chairman of Te Dilenschneider Group, a percent — cited negative stories in the news share, and 49 percent said they feel they global public relations and communications as the reason why they’re sharing less con- have at least “some control” over who gets consulting frm headquartered in New York tent than before. to see the information they share. City.

36 JULY 2018 | WWW.ODWYERPR.COM

FEATURE

Chronicler of the PR industry By Ken Makovsky

hen Jack O’Dwyer founded his tax forms (to the consternation of a few!). all the great things technology has wrought company, I would’ve been a se- I believe his being a stickler for accuracy over the past 50 years, it has also brought us Wnior at Washington University on agency fnancial performance is one of new and more complex kinds of crises we in St. Louis, on my way to law school. At the reasons for his remarkable longevity. haven’t had to deal with before, from cyber- the time, the concept of public relations He wasn’t afraid of calling an agency out for attacks, privacy breaches as a career was not even a glimmer in my not cooperating. and identity thef to the eye, much less the idea of starting my own Of course, times have changed dramati- proliferation of “fake communications agency. However, a few cally in PR and corporate communications. news.” Tese are crises years later, afer receiving my Juris Doctor But Jack has endured as an institution, that we are still strug- degree, I decided to switch from law to PR, despite steep competition and constant gling with as an indus- and I quickly observed that Jack O’Dwyer change. try to manage and help was a force unto his own. What have been the most dramatic clients recover from. I When Jack would visit the top 10 agen- changes I’ve seen in the profession from the worry that “fake news” cies where I started my PR career, the frm’s late sixties till today? Tese three categories presents a potential ex- leaders would virtually stand at attention are the ones I see as representing the most istential crisis for agen- Ken Makovsky because they knew that if Jack took a neg- signifcant. In one way or another, I believe cies, our clients and ative stance on a story, it could impact the Jack has weighed in on all of these. governmental entities. frm’s reputation. T ey prepared for Jack’s Pace. Over the past fve decades, tech- Specialization. When I started Makovsky arrival the same way they prepared for a cli- nology has progressively hyper-charged in 1979, the idea of building an agency un- ent meeting because his words had so much the pace at which we work, making some der the umbrella of specialization was for- power. Jack at the time was the only game things easier while making others more eign. Hiring people with deep industry-fo- in town for PR journalism. Te U.S. edition complex. No longer can you take a breath cused backgrounds for the types of clients of PR Week started publishing 30 years afer and work on other projects afer sending a we serve was considered an anomaly and O’Dwyer’s, and Te Holmes Report 32 years strategic document to clients like you could not an efective strategy. It is true that back later. in the late 1960s and 1970s. Today, clients then, many agencies focused on consumer Jack was the pioneer, and in my view ofen respond almost instantly with feed- products. Specialists are now the order of became a centrifugal force in accurate- back, and client and agency increasingly the day, not just for industry expertise, but ly reporting the story of the PR industry’s collaborate online. tech, social media, design, writing and pro- growth over the decades. His journalism Technology has also given us an ev- duction, etc. background showed. He has consistently er-changing stream of new tools for the Jack has survived all of these changes been a stickler for reporting honest rev- toolkit, new ways to create and innovate, and will most likely continue to impact our enues by agencies, year afer year, for de- new ways to target, measure impact and thinking as change inevitably continues to cades, and has insisted on seeing confrm- tweak campaigns on the fy. shape our future. ing evidence from agencies’ previous-year New and more complex crises. Despite Ken Makovsky is CEO of Makovsky.

Committed to journalism and holding PR accountable By Richard Edelman n a 2011 article about Edelman, Jack And for most of you reading this, Jack He’s a gadfy in the best possible way – in O’Dwyer wrote that ours was “the only more than likely served as your mentor and pursuit of the truth. He’s an old-school re- Ibig frm that stayed true to its craf and guide through the industry via Jack O’Dw- porter who digs for the facts and calls it like didn’t sell out.” yer’s Newsletter and O’Dwyer’s magazine. he sees it. Te same can be said For fve decades Jack has served as Jack’s a bon vivant who loves a laugh and about Jack. Over 50 Chronicler-in-Chief of our industry. He’s a glass of whiskey. And he’s a true family years he has demon- reported on our evolution from media re- man who, like my father and me, has led a strated an unwavering lations gurus to crisis communicators to family-owned business working alongside commitment to the pro- strategic counselors; and on the progres- his wife Lucille, his strongest supporter; his fession of journalism sion of agencies from son John, who serves as publisher; and his and to holding everyone to digital marketing to communications daughter Christine, director of marketing. connected to the PR in- marketing. Jack’s never lost his zeal for PR or report- dustry accountable for He’s covered the acquisitions by the con- ing on it. Here’s to you, Jack, on a remark- Richard Edelman their actions. glomerates and has remained a ferce advo- able half-century. Tank you for being a I started in the in- cate and voice for the independents. Jack is voice for us independents and the best dustry and at Edelman 40 years ago, so it’s committed to ensuring transparency. His source of real news about the industry we not overstating it to say that much of what list of agency rankings was the frst of its love. I learned in the frst half of my career came kind, and it made us all accountable for our Richard Edelman is president and CEO of from my father, Dan Edelman, and Jack. fnancials. Edelman, the No. 1 independent PR frm.

38 JULY 2018 | WWW.ODWYERPR.COM Career interrupted? O’Dwyer’s to the rescue By Jane Genova

y writing career had been in exis- got much worse when budgets for execu- In putting together the next step, again tence almost as long as O’Dwyer’s tive communications were slashed during O’Dwyer’s has been there for me. My start- Mhas been an institution in public the post-9/11 recession. I maintained a up provides coaching, auditing, lecturing relations. presence in communications by publishing and thought leadership But it wasn’t until the late 1980s that our articles on the O’Dwyer’s now-digital news- content about aging. worlds intersected. At the time, I headed letter. Te mission is to out- the executive communications function at a Meanwhile, I struggled to fgure out the fox ageism, especially major food corporation. Tis ended with a next step. One day I read in the New York discrimination in the Stalin-like purge. Te middle management Times about Ana Marie Cox’s Wonkette workplace. layer in Corporate America was being elim- blog. It was posted on digital-only media Recently, odwyerpr. inated. Te ordeal was so brutal that I de- outlet Gawker. Mmmm, I thought, I could com published two of cided: Never again will I be laid of. do that. And so I did. my articles. Of course, I hung out a shingle. Jack O’Dwyer heard. Te blog I set up — janegenova.com — those pulled in new He put a blurb about my venture in his positioned me as digital player. Again, it business. What has Jane Genova newsletter. Tose were the old print days. was days of heaven, only the assignments been even more im- Not only did the plug bring in my frst as- were for blogging, not ghostwriting opin- portant is this: Te exposure once again signments, but it lifed some of the stigma ion-editorials for the New York Times. re-positioned and re-packaged me as a win- associated with being cut from the team. But digital began putting journalists, the ner. Big names in communications, human Yes, back then, there was laid-of shaming. Don Draper types, and corporate internal resources and law contacted me. Yeah, I’m Te silver lining was that part of the new communications scribes out of work. It was back. business model was outsourcing. Once I and continues to be a talent glut. In that May O’Dwyer’s continue to scale over the developed marketing and sales skills, I was buyers’ market, compensation keeps spi- next 50 years. Te workplace volatility will able to grab a big piece of that action. Days raling downward and working conditions likely accelerate. We need to know that now of heaven. become more and more Dickensian. and then we can just pause and let the folks Tat was then. Curse the entity called one’s “comfort at O’Dwyer’s help us out. In the early 21st century, O’Dwyer’s would zone.” I hung in with writing too long. Jane Genova heads Genova Communi- again come to the rescue. Afer the Enron When I fnally exited, the relief was pro- cations and Coaching which specializes in scandal executives went low-profle. Tings found. over-50 issues.

Thank you Jack O’Dwyer for the last 50 years By Ronn Torossian

aunched in 1968, O’Dwyer’s is set to downs of the PR industry, and considering nances?” celebrate its 50th anniversary this July. the grueling industry media cycle, that’s no O’Dwyer has been a crusader for excel- L Founder and Publisher Jack O’Dwyer easy feat. lence in PR for fve decades, praising the has been at the helm that entire time, and O’Dwyer got his start as a fnancial re- feld whenever he can and loudly calling his impact on the PR feld has been tremen- porter at the New York-American before attention whenever scruples are lacking. dous. His near-obsessive focus on our in- moving to the Chicago Tribune. Afer eight Known for his willing- dustry has made him one of its keenest and years in journalism, he took everything ness to go to the mat most insightful observers, and for that, ev- he’d learned about the fnancial sector and over his beliefs, O’Dw- eryone who works in public relations owes launched a newsletter which would soon yer has stood up for the man a major thank you. grow into a monthly magazine devoured what he believes. He’s covered so much of the ups and religiously by so many in the PR industry With his sharp, in- worldwide. cisive voice and un- PR news brief A vocal advocate for transparency and fagging persistence, face-to-face industry relationships, O’Dw- O’Dwyer has infu- Kekst helps Layne Christensen yer has spoken out against the increasingly enced generations of cross finish line impersonal nature of the PR business. In PR reporting. His style Ronn Torossian Kekst & Co. helped Texas-based Layne Christensen 2013, he also took the Public Relations So- set the standard for Co., water management/infrastructure services oper- ciety of America to task for its closed-of hard work in an increasingly automated ation, overcome activist shareholder and bondholder policies and unwillingness to deal with the and detached feld, and even as the world opposition to its $565 million sale to California’s Gran- ite Construction. The deal was announced in February. press or disclose its fnances. of long business lunches and editorial pow- Connecticut-based Cetus Capital led the charge “Tey’ve totally alienated themselves erhouses that gave him his start begins to against the merger, viewing the offer’s value for Layne from the membership,” said O’Dwyer in fade, he remains a vibrant embodiment of as inadequate. an interview with Observer. “Tey’re all in everything exciting and valuable about its Layne did receive major boosts from leading proxy hiding. Tey help accredited members; it’s heyday. advisory firms ISS and Glass Lewis. Daniel Yunger, Managing Director, led the Kekst all about rewarding insiders. Tey should Tank you, Jack O’Dwyer and the O’Dw- team working for Layne. be setting a shining example of transpar- yer Company, for all you have done for the The Publicis Groupe unit coordinated its activity ency and disclosure. It’s the opposite. Te public relations industry. with Layne’s long-time IR advisor, Dennard-Lascar PRSA will not let the press join. How can Ronn Torossian is CEO & Founder of Assocs. in Houston. we cover the PRSA if we can’t see their f- 5WPR.

WWW.ODWYERPR.COM | JULY 2018 39 FEATURE

Wrestling with PR’s digital future By Harold Burson

ew public relations executives would that it has provided greater transparency, be conversing at the policy level. disagree that digital technology, over both personal and institutional, on which Already, eforts are taking shape to Fthe past quarter century, has impact- public relations can be efectively based. It’s demonstrate that corporations exist to ed their work more than any technical de- economical and has global reach. serve the public as well as make a reason- velopment since Gutenberg invented the As I have stated on numerous occasions, able proft to pay a fair return to its share- printing press in the 15th Century. one fault in the public relations process is holders. Don’t be surprised if proft sharing Most would also agree that the use of dig- that industry executives have worked dili- plans with employees come into vogue as a ital technology is still a work in progress. gently to produce programs that provided recognition of the average workman’s con- It has upgraded the research output upon solutions to the wrong problem. Te 2016 tribution to corporate success. which public programs are based. But it has election demonstrated that by describing Another change we can look for is the ef- also created unintended consequences that more precisely the attitude of individual fect of the increased female work force in have the potential to have major adverse ef- voters and testing scenarios for the selec- the PR sector. Women started public rela- fects on society on a global scale, some as tion of candidates but also in the selection tions careers in earnest serious as creating a wartime environment of products and services. with the turn of the and playing a major role in the conduct of Undoubtedly, government entities will century. It’s not unusual war itself. It has undermined personal and have a say regarding the protection of priv- today to identify signif- institutional privacy and put at risk such ileged and private information of individu- cant numbers of females systems as electric power grids, aircraf als and institutions. But the decision is like- with twenty or more control systems, transmission systems and ly to be several years distant. Meanwhile, years’ experience. My automated production systems that serve digital will continue to expand its infuence feeling is this will, in the both the private and public sectors. on PR. next decade or two, be Tere’s still some question on the function In the area of change, another major shif translated into a more of digital technology in public relations. is likely to be that corporations will be more caring and sharing cor- Harold Burson Certainly, it will not replace PR, a theme of transparent in describing their actions to poration. many trade press articles when computers the public. All in all, I’m bullish were frst introduced. My view of digital CEOs will give more attention to the pub- on public relations’ future. A problem that places it in the continuum that began with lic’s attitude toward their business. Mission must be overcome is to provide job oppor- the printing press and continued with the statements and the like will be more than tunities that create generalists. Specialists telegraph, the telephone, motion pictures, framed plaques hanging on the wall in the are important. But CEOs require experi- television, cable, the satellite and other gad- company’s lobby. A big change will be that enced generalists and, today there are too gets that expedite the transmission of the the public will know much more about few of them, male and female. printed or spoken word. the corporation that’s responsible for the Harold Burson is Co-Founder of Bur- Te great beneft of digital technology is brand. Public relations and marketing will son-Marsteller.

Tech startups “flip the funnel” the moat to protect your brand from direct information (including casual employee _ Continued from page 22 competitors and new market entrants. remarks), and progressing to key talking Defend: Anything of value requires pro- points, statements for escalating situations tection of some level, and your brand is no and all of the actions required of a reli- diferent. Don’t make the mistake of install- able crisis-recovery plan, with the goal of syndication and social media as well as PR. ing the security system afer the frst break owning your narrative, minimizing public Elevate: Te meek may inherit the Earth, in or threat. Te bigger your brand gets, the alarm and mitigating reputational damage. but they’ll not likely appear on stage at bigger the target you become for detractors With proper planning and execution, SXSW, CES, Web Summit, Consensus, Col- and competitors as much as fans, customers you can achieve the multiplier efect of a lision or any number of notable, infuential and partners. Because of this, it’s import- strong, well-planned and agile PR efort, industry events. Press traction helps build ant to proactively address any company or ultimately ascending from being part of the type of momentum and recognition product weaknesses in your communica- the conversation to leading the conversa- that can help expand your brand’s platform tions plan. tion. Remember, there’s no magic bullet for promotion, namely with speaking op- Tis isn’t an admission of weakness as for PR success: it takes persistence, deter- portunities at the events where your target much as it’s intended to provide a natural mination and a commitment to storytell- audiences go to learn, explore, network connection from where you are today to ing along with a best practices approach to and ofen put their budgets to work. Tese where you’re headed by ofering additional maintaining the right tempo of the right appearances also become prompts for pre- capabilities and benefts that your market campaigns for your company’s stage of and post-event sales activities to amplify demands or expects to require in the future. growth. So, arm yourself with an arsenal engagement and activation directly related It’s better for you to control that narrative of content, spokespeople, data and media to your participation on panels, roundta- rather than allow a competitor to position intelligence, and before long, you’ll be en- bles, freside chats and keynotes. Addi- it as a slight. Similarly, you must also plan joying the view as the press dive headlong tionally, a dedicated awards program can for the worst with an honest vulnerability into the funnel in their collective scramble continue to validate your oferings, market assessment and a framework to manage a to get to you. leadership, industry-leading innovation crisis, starting with the protocols for a “lock Kevin McLaughlin is Managing Director and customer benefts as well as deepen down” to control and limit outside access to at ICR.

40 JULY 2018 | WWW.ODWYERPR.COM Record low unemployment tightens race for talent The flipside of a robust economy and record low unemployment means there too many open jobs in PR and not enough workers, wait to be an infuence. Consciously create an employee engagement program that in- especially qualified workers, to fill them. By Michelle Ubben volves employees of every age in bubbling up ideas to make your company stronger. early half (47 percent) of US CEOs young talent produced by our universities Te plurality of perspectives will make you see the lack of talent as the biggest into workers who put down roots in Talla- a better company and more attractive to Nthreat to their company’s future hassee. Sachs Media Group is an enthusi- young, in-demand talent. plans, according to the Worldcom Conf- astic participant in the Tally Chamber Job Embrace diversity. People want to work dence Index 2018 survey of C-suite execu- Hop to support that efort. for organizations that, at least in part, look tives. Only six percent identifed the avail- Statewide, the Florida Chamber Founda- like them. As a communications frm, we able talent pool as a source of optimism. tion’s upcoming Learners to Earners Sum- know that we need a team that under- While we are enjoying a historically low mit is stoking a broad conversation about stands and mirrors the unemployment rate, the fipside of that how to meet Florida’s talent needs, given diverse audiences we good economic news is that we are in a that 85 percent of all jobs in 2030 could be are speaking to. But ev- period of too many jobs and not enough in industries or occupations that do not ex- ery frm, no matter its workers, especially qualifed workers. ist today. purpose, benefts from As a consequence, 2018 is shaping up to So how can you, as an employer, better consciously building a be the Year of the Employee, with CEOs compete for top talent and retain the talent diverse team, especially identifying employees as their second most you already have? if it hopes to win in the important target audience — right afer Enhance your brand. Employees, espe- talent hunt. customers — and 20 percent of top execu- cially younger employees, want to work Be family-friendly. Michelle Ubben tives putting employees frst. for companies that have a great reputation While Millennials are Meaningfully engaging employees pays and an attractive culture. It’s never been generally marrying and big dividends. Gallup reports that com- more important to boost awareness of your having children later, Coletto notes that panies in the top quartile of employee en- brand’s strongest assets and to be a val- millennial households are more consen- gagement reap 10 percent higher customer ues-driven company that knows what you sual, collaborative, and equal, with more metrics, 17 percent higher productivity, 20 stand for and lives by those values. women earning graduate degrees and being percent higher sales, and 21 percent higher Rally around your purpose. Millennials, the primary breadwinners –while 42 per- proftability. And they’re more likely to at- in particular, want to know the purpose of cent of men serve as their family’s primary tract talent in the frst place. the company they work for and how their cooks. Look for millennial talent to drive Engagement means moving away from a work fts in to make a diference. Be clear further change in the workplace, insisting top-down management structure and ac- about why your work matters, and provide on fexibility and family-friendly policies. tively involving employees in defning and regular and individualized feedback to staf Te race for fnding and retaining top tal- creating your culture. Here’s an example of about how they meaningfully ft into the ent is on. Employers who hope to compete how younger professionals help defne the larger purpose. successfully for younger employees must culture at our frm. Ofer a seat at the table. As David Colet- learn what consumer brands have already Innovative Efforts to Attract Talent to, CEO of Abacus Data, notes, Millennials discovered: Give them what they want. Here in Florida’s capital, the Talent Lives are the frst generation that grew up sitting Michelle Ubben is President of Sachs Me- Here initiative aims to convert the great at the “adult table.” Tey aren’t prepared to dia Group. Purpose drives consumer relationships, bottom line By Jon Gingerich followed by sexual harassment (83 percent), of respondents said they’d buy products mericans widely expect companies racial equality (81 percent), women’s rights from a purpose-driven company, two-thirds today to align their operations with (80 percent) and the cost of higher educa- (66 percent) said they’d switch brands to Aa sense of social purpose, according tion (76 percent). one that’s purpose-driven, and more than to a joint study issued by agencies Cone and As it turns out, companies imbued with half (57 percent) said they’d pay more for a Porter Novelli. a sense of purpose also forge deeper bonds purpose-driven product. Te Cone/Porter Novelli study found that with consumers: 77 percent said they feel Moreover, the study found that a clear- more than three-quarters (78 percent) of a stronger emotional connection to pur- ly stated mission can also efectively turn Americans no longer believe it’s acceptable pose-driven companies over traditional consumers into brand advocates: 68 percent for companies to simply make money, and companies, and 67 percent said they believe of those polled said they’re more willing to an even greater number (79 percent) think these companies care about them and their share content about those purpose-driven companies should work to address social is- families. 80 percent of respondents also said companies via social media, and that viral sues as well. they feel they’re doing something benefcial activity doesn’t pertain merely to a compa- When it comes to the specifc social issues for society when they buy products or ser- ny’s CSR eforts but usually includes prod- Americans most want companies to ad- vices from purpose-driven brands. uct information (66 percent) and promo- dress, privacy and internet security (86 per- It doesn’t hurt that an efective CSR mis- tions and sales (64 percent) as well. cent), job growth (86 percent) and health- sion can markedly afect companies’ bottom Cone and Porter Novelli are both part of care access (85 percent) took top billing, line as well. Nearly nine-in-10 (88 percent) Omnicom.

WWW.ODWYERPR.COM | JULY 2018 41 OPINION Professional Development Retaining the O’Dwyer principles of public relations

By Fraser Seitel

ify years ago, Jack O’Dwyer, a di- of which public relations people should White House communications director job sheveled, slightly-unorthodox, for- never be guilty. All you have, he says, is lingers unflled. Fmer journalist right out of the Jimmy your reputation, your integrity. Once you Te fact is Trump doesn’t want an advis- Breslin School lose that, you’ve lost your credibility. And er who fts the O’Dwyer Principle, and no of rough-and- he’s right. self-respecting public relations profession- tumble police Today, of course, truth has become a per- al, therefore, would take the job without reporting, start- ilous commodity. With partisans through- being allowed to speak his or her mind. ed a newsletter out society who selectively pick and choose O’Dwyer principle #3: Always respond to shine a bright their own “facts,” media which purposely to the media light on the prac- slant theirs and politicians from the presi- As a grizzled newspaper veteran of the tice of public rela- dent on down who don’t think much about old New York Journal-American and Chica- tions. (I originally them, the pervasiveness of truth-telling go Tribune and then as the righteous editor met him because has taken a body blow. of O’Dwyer’s Newsletter, Jack O’Dwyer has he was my baby No matter. In public relations, if you lie, always crusaded for the obligation of pub- Fraser P. Seitel has sitter!) you lose. And that’s true whether your lic relations people to speak to the media. been a communications Today, half a boss commands you to lie about the size In Jack’s mind, every public relations consultant, author and century later, the of his inauguration crowd being “the larg- person must treat the First Amendment teacher for more than old curmudgeon est in history” or lie about how a tax cut as sacrosanct, and that means responding 30 years. He is the au- that returns thousands of dollars to middle to journalist inquiries, no matter how un- thor of the Prentice-Hall is still at it, his text, The Practice of light continuing class Americans is “bad for the American pleasant. Over time, as many in the me- Public Relations. to burn brightly, people.” dia have become more partisan and less extolling the vir- If one is to be respected in the practice fair-minded, even the most respected pub- tuous and expos- of public relations, you can never lie; the lic relations professionals have wavered on ing the fakers in our feld. O’Dwyer Principle must abide. following this O’Dwyer Principle. Te late Over the years, I’ve occasionally ques- O’Dwyer principle #2: Always speak great Gershon Kekst, for example, one of tioned Brother O’Dwyer’s viewpoint. your mind the feld’s most successful practitioners, (Who hasn’t?) But I never questioned the Anyone who has sufered the misfor- was known to counsel his clients to speak “O’Dwyer Principles of Public Relations” tune to run afoul of an O’Dwyer verbal to the press only when it served their in- that he championed. Today, those three exchange — whether in the form of a ques- terests. principles are just as relevant to public rela- tion at a conference, a dialogue between Today, of course, this O’Dwyer Princi- tions professionals as the day Jack adopted editor and reporter or a dispute on the A ple is under assault, as much due to overt them some fve decades ago. train bound for Brooklyn — understands as to reluctant public relations Te only thing that’s changed, sadly, in how religiously Jack O’Dwyer practices professionals. When the New York Times, this era of Donald Trump and pervasive this principle. the world’s traditional “paper of record,” polarization is the way the O’Dwyer Prin- So, too, must public relations advisers carries a front page story that proclaims ciples are — or more likely, aren’t — being speak their own minds, not only when Donald Trump’s frst 17 months in ofce adhered to. invited by their clients to counsel but also as “an exercise in futility,” it’s little wonder Here’s the proof. when not invited. Your responsibility as a why at least half the country concludes the O’Dwyer principle #1: Always seek the public relations consultant is to speak up mainstream media is so anti-Trump that it truth loudly and clearly to profer ethical coun- can no longer be trusted to be fair. “Te truth,” they say, shall “set you free.” sel in the client’s best interest; whether or Accordingly, increasing numbers of pub- In Jack’s case, the search for truth “set him not that client wants to hear it. Tat’s the lic relations professionals in business, gov- loose” — sometimes like a rabid dog dig- reason you’re paid. ernment and agencies think twice about ging for the facts. Many a public relations Whether or not you support Donald returning a call to a reporter that may well blowhard has been laid low by the wrath of Trump, it’s inarguable that perhaps this lower the boom on them, whether de- the intrepid O’Dwyer trying to ferret out President’s most glaring weakness is his served or not. And this O’Dwyer Principle the facts in a confusing situation. failure to seek out and listen to advice. becomes that much more difcult to heed. Te lesson to public relations people, of He seems to feel he is the smartest guy in While these may, indeed, be confus- course, is that the one cardinal rule of the the room and can do it all himself. Tat’s ing and perilous times for the practice of practice must be that you should always tell why he chose frst, an unqualifed Antho- public relations and the values that have the truth. Obviously, there are certain situ- ny Scaramucci to be his communications sustained the feld over its frst 100 years, ations where the facts might not be in the director and then, an inexperienced Hope public relations professionals must, by na- client’s best interests to share. Tat’s when, Hicks to replace the Mooch. Neither one ture, be optimists; secure in the knowledge rather than uttering untruths to protect the carried the credentials for the position, but that the time-honored principles that have client, comment should be avoided; wheth- Trump wasn’t interested in seeking honest driven the feld’s most fearless fghter over er inquiring minds like it or not. counsel so both were fne. Predictably, now half a century of revelatory reporting will Lying, rightfully argues Jack, is an action that his two friends were driven out, the once again emerge victorious.

42 JULY 2018 | WWW.ODWYERPR.COM Financial Management Making an adequate profit in the agency business By Richard Goldstein report to what you’re currently using. Are line with your competitors. For example, an here’s a new generation of profession- the rates you’re using adequate, regardless overhead factor of 115 percent of labor may als working in PR and owning frms, of all the reports and surveys you may have not give you competitive rates. Tis would Tand many of my contemporaries are read? Te answer is: “maybe!” be a good time to perform an in-depth re- now retiring or selling their agencies to this One of the smartest PR industry consul- view of your overhead structure. younger generation of PR professionals or tants that ever lived was Al Crof. He was Information needed to prosper larger agencies. one of the best advisors and generous with Step two is to understand what ratio anal- As it turns out, his time and advice. Al and I have written ysis brings to the table. At a minimum, a PR many of the young- many columns together and I was a con- agency needs fve basic pieces of fnancial er generation ha- tributor to his book. For a PR profession- information to manage the frm: cash fow, ven’t read my col- al that never studied accounting, he surely individual staf productivity, overall staf umns on agency knew what need to be done to be successful. productivity, individual client proftability proftability anal- Setting hourly rates and overall agency proftability. ysis as updated for To establish a billing rate, three factors Next month I’ll focus on ratio analysis. If current thinking. must be considered: annual salary costs, you are thinking you can open a fnancial Accordingly, I plan plus overhead percentage, plus proft per- statement analysis text and use this infor- on bringing top- centage desired. Te total is then divided mation, you are partially correct. To under- ics such as “value by the expected annual billable hours per stand your agency, you need to apply indus- Richard Goldstein is ” and un- person to arrive at an hourly rate that’s try specifc ratio analysis. Next month I will a partner at Buchbind- er Tunick & Company derstanding what’s required to achieve the desired proft per- go over some of the specifc ratios that you LLP, New York, Certified necessary to make centage. An individual’s annual salary costs need to review to be successful. Public Accountants. an adequate proft include both his or her salary and benefts, PR news brief to this column. either actual or a percentage share. Te benchmark To determine your overhead percentage, Company launches first fake news proftability in the industry is — or was — divide your total overhead costs, including monitoring service 20 percent. Problem is, many of the small- non-chargeable staf salaries (administra- Media monitoring and measurement company er agencies — and even some of the larger tive personnel) by your direct labor costs. Glean.info has introduced the first news monitoring ones — don’t hit this mark. If your agency is Tis overhead percentage fgure — gener- service designed to identify fake news content. earning less than 20 percent pretax this, in ally plus or minus 100 percent — is added Unlike traditional media monitoring and press clip- my view, is not an adequate proft margin to to salary costs for an individual or group of ping services, where clients aim to earn as many me- sustain growth. employees. To set an hourly rate that will dia mentions as they can, Glean.info’s fake news mon- itoring service helps clients acquire as few phony and If an agency has larger clients, it may have hit 25 percent, add a 33.3 percent factor to image-damaging news clips as possible. The service to deal with a procurement department. the sum of salary and overhead costs. To collects content from more than 2,000 sites known to Tese departments are going into the agen- achieve a 20 percent proft, add a 25 percent publish fake news and other types of misinformation. cy’s accounting records with a fne-tooth proft factor; for a 15 percent factor, add a The service then sends automated email alerts to cli- ents when one of these sites mentions a subscriber’s comb before an agreement can be signed. 20 percent proft factor. name, product or other keywords. Te problem is that many of these procure- Here’s an example based on a salary cost The service monitors online fact-checking services ment departments are asserting that an of $100,000 and an overhead factor of 80 to identify the stories these services are correcting. adequate proftability for the PR agency is percent: $100,000 salary cost plus $80,000 Glean.info was founded by PR veteran William J. 15 percent. Afer taxes, there’s not enough overhead factor equals $180.000. Apply a Comcowich, who previously founded and served as CEO of Stratford, Conn-based media monitoring and proftability to make the money needed to proft factor of 33.3 percent to arrive at a to- measurement company CyberAlert LLC. Comcowich cover costs and invest in the agency. tal of $240,000. Divide this, as an example, told O’Dwyer’s that most phony news stories found So, what is an adequate proft? Te correct by 1,500 billable hours to arrive at a target on social media originate on sites that the Glean.info answer is a much as you can earn! Howev- billing rate of $160. service monitors. However, subscribers to Glean.info’s fake news monitoring service can also request to add er, putting this aside, 25 percent or more You can establish rates for a group of em- specific sites that they want monitored. should be the goal. So, how does an agency ployees by title or salary increments ($5,000 Clients can choose up to five names to be monitored. achieve this? In my view, the answer comes as an example). They can also monitor specific keywords or phrases. down to implanting a value pricing strate- You may fnd that the system results in “The spread of fake news can destroy the reputa- gy! (I will discuss this in future a column.) hourly rates that are too low competitively tions of companies and celebrities almost instantly. It’s a real problem,” Comcowich told O’Dwyer’s. “We So, where do you start? for junior staf and too high for senior peo- noticed that most of the bad stuff about companies, First step ple. You can now adjust these rates by rais- celebrities and political issues originates in sites that Tere are many surveys that you can read ing junior people rates and lowering senior intentionally traffic in misinformation, , to help you in this area. One that I like is people rates competitively while maintain- outlandish stories, hate or other extreme viewpoints. It’s important for companies to identify and quash the Gould+Partners “PR Agency Industry ing the same projected proft. You may fnd those stories at the source before they go viral on 2017 billing Rates & Utilization Report.” that to earn a 25 percent proft your rates are social media. No other media monitoring service was If you haven’t read this, call Rick Gould at not competitive (too high) based on other covering those sites — so we developed the service. 212/896-1909 and ask for a copy. Te report agencies of your size or the procurement We think it’s a vital component of a media monitoring is based on 2016 results and dated July 5, department tells you that you are not com- program.” Glean.info’s Fake News Media Monitoring Service 2017. Te 2018 report is currently in pro- petitive. Why is this? Assuming your salary retails for $99 a month. An introductory offer of $49 a cess. costs are in line (they usually are) compared month is available until July 30. You can compare the billing rates in the to the competition, your overhead is not in

WWW.ODWYERPR.COM | JULY 2018 43 WASHINGTON REPORT Ogilvy lobbies for ‘re-established’ Wells Fargo

gilvy has signed on as D.C. representative for Wells Fargo & Co., which is seeking to rebound from its cross-selling scan- Odal in which accounts were secretly opened for customers. Te WPP unit handles policy issues impacting banks, housing fnance and Dodd-Frank Act overhaul. Dee Buchanan, who worked for 11 years for House Financial Services Committee Chair- man Jeb Hensarling and was considered the Congressman’s “go-to-guy,” handles Wells Fargo, along with Karissa Willhite, ex-Aide to Jersey Senator Bob Menendez. A California court in June approved a $142 Republican Senator Pat Roberts, and Grant Leslie, ex-Aide to for- million class action settlement involving pho- mer Democratic Senator Tom Daschle and Agriculture Secretary ny Wells Fargo accounts. Tom Vilsack, handle the account. In April, the San Francisco-based bank paid Dee Buchanan WPP owns Glover Park Group. a $1 billion fne to end a federal probe into its mortgage and loan practices dating to 2005. Te fne is the biggest levy brought against a bank during the Trump administration. Obama aide, Democratic As part of its image overhaul, Wells Fargo launched an ad cam- paign last month carrying the tagline, “Established 1852, Re-Es- politico launch Ambassador tablished 2018 with a Recommitment to You.” ormer Obama Administration and DNC ofcials Luis Miran- da and Mark Paustenbach have launched Ambassador Public Altria taps Mercury for tobacco FAfairs. Ambassador ofers strategic messaging, crisis management, me- regulation work dia relations, coalition communications and a media training program, with a focus on advis- ltria, parent of Philip Morris USA, has hired Omnicom’s ing clients on interactions with the changing Mercury as its Washington lobbyist on tobacco product media and digital landscape. Aregulations. Miranda was a communications advisor to Te $25.6 billion Richmond-based giant says it’s committed to President Obama during his frst term in of- marketing “reduced risk products” to the 40M adult Americans fce. He’s also a veteran of fve presidential cam- who continue to smoke. paigns, most recently having served as Com- PM has focused its sights on e-vapor, smokeless/oral nicotine munications Director for the Democratic Party products and heated tobacco items as platforms with the poten- during the 2016 presidential campaigns. tial to drive adult smoker conversion. Paustenbach was most recently deputy com- Luis Miranda Meanwhile, PM’s fagship Marlboro cigarette saw a 0.7 percent munications director and national press secre- slip in retail share and an 8.8 percent drop in shipments in 2017. tary for the Democratic Party during the 2016 presidential prima- Mercury managing directors Stephen Aaron and Al Simpson ries and the general election campaign. handle the Altria business. GPG reps leader in lab meats USTA appoints BHFS to boost Brand USA lover Park Group has signed on as D.C. representative for Memphis Meats, the Berkeley-based company involved in ravel trade non-proft the U.S. Travel Association has inked a Gproducing “clean” meats made from animal cells in a lab. pact with law frm Brownstein Hyatt Farber Schreck to lobby CEO Uma Valeti, a cardiologist by training, expects to begin Ton Capitol Hill on issues related to Brand USA, the campaign marketing his company’s meat harvested from cells by 2021. that promotes overseas tourism to the U.S. Te company’s environmentally friendly production process Founded in 2010 under the Travel Promotion Act, the pub- requires less land, water, energy and food inputs than traditional lic-private destination marketing organization faced the threat of farming methods. having its funding eliminated under the Trump administration’s Te clean meat process has the potential of eliminating 15 per- fscal 2018 budget proposal. cent of greenhouse gas emissions that are produced by animals Te USTA is pushing for a continued reauthorization of the U.S. raised for meat. travel marketing arm as the U.S. faces a drop in international ar- Launched in 2015, Memphis Meats produced the world’s frst rivals. Inbound international travel to the U.S. has seen a precipi- clean meatball in 2016 and chicken strip in 2017. tous drop since President Trump’s inauguration, a trend that many It has attracted investments from Bill Gates, Richard Branson, travel industry pros have begun referring to as the “Trump Slump.” Cargill and Tyson Foods. Te travel and tourism trade group in March hired lobbying frm Joel Lefwich, former majority Staf Director on the Senate Klein/Johnson Group for additional help with Brand USA appro- Committee on Agriculture, Nutrition and Forestry and Aide to priations.

44 JULY 2018 | WWW.ODWYERPR.COM International PR News

According to Foreign Agents Registration Act documents fled in Qatar inks $1.2 million pact June, Portland’s New York outpost will provide ongoing communi- cations support to the oil-rich former Soviet Union state’s Embassy, with Giuliani-tied firm through media counsel and support, social media strategies and atar, which has faced an economic blockade for the past year, digital campaigns, media training, event management and materi- signs a $1.2 million pact with Blueprint Advisors, a frm that als development, including providing media and research materi- Q has close ties with president Trump’s lawyer . als, press releases, op-eds and speeches. Blueprint is to rebut claims by blockade leaders Saudi Arabia and Te contract, which went into efect at the end of May and ex- the United Arab Emirates that Qatar’s cozy ties with Iran foster pires in December, nets Portland $140,000. terrorism and hinder peace in the Gulf region. Te frm’s founder Chris Henek, who signed the Qatar contract, was a senior advisor to the Rudy Giuliani Presidential Committee. Bahrain inks $1.6M pact with BGR He also did a four-year stint as business consultant to Giuliani ahrain has signed BGR Government Afairs to a two-year Partners, where he identifed domestic and business opportunities strategic communications contract worth $1.6 million. and set up speaking engagements for Giuliani. BGR chairman Ed Rogers, former aide to the late Repub- Blueprint co-chairman Tony Carbonetti served as NYC Mayor B lican political consultant Lee Atwater and deputy assistant in the Giuliani’s chief of staf, presidential political advisor and co-found- George Bush I White House, leads a team including former journal- er of Giuliani Partners. He leads the Qatar engagement. ist Jefrey Birnbaum (Wall Street Journal, Time, Washington Post and Te frm will help Qatar’s attorney general Ali Al-Marri keep U.S. Fortune) and Clinton/Obama White House stafer Maya Seiden. decision-makers informed of his country’s anti-terrorism and pro- Bahrain has long been criticized for a crackdown on its majority peace policies, and will work for economic development. Shia population by its Sunni leadership. It has jailed Shia political leaders as terrorist. Portland pitches for Kazakhstan Te island nation, which is closely aligned with Saudi Arabia, is part of the Arab coalition that erected the economic and political he Republic of Kazakhstan’s Washington Embassy has re- blockade of Qatar for its alleged ties to Iran, which also is domi- tained Britain’s Portland PR for media outreach eforts as well nated by Shias. Tas to provide a spate of communication services to promote Some fear Bahrain’s crackdown will build support for Iran. Kazakh culture in the U.S. Bahrain is home to the US Navy’s Fifh Fleet.

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. For a complete list of filings, visit www.fara.gov. Sonoran Policy Group, Washington, D.C., registered Jun. 12, 2018 for Democratic Party of Albania, Tirana, Albania, regarding work with the Alba- nian opposition to build an anti-narcotics and anti-organized crime strategy for Albania.

Myriad International Marketing, LLC, Los Angeles, CA, registered Jun. 1, 2018 for Taiwan Visitors Association, Taipei City, Taiwan, to coordinate events in Los Angeles, San Francisco and New York designed to promote Taiwan as a tourist destination.

Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

Venable LLP, Washington, DC, registered Jun. 15, 2018 for Blockchain Token Association, Great Neck, NY, regarding legislative and regulatory environment relating to the development of blockchain-related businesses and assets.

Holland & Knight LLP, Washington, D.C., registered Jun. 19, 2018 for Eaze Solutions, Inc., San Francisco, CA, regarding educating members of congress on cannabis marketplace and related federal legislation and regulation as well as the States Act.

Sidley Austin LLP, Washington, D.C., registered Jun. 18, 2018 for Hikvision USA, Inc., City of Industry, CA, regarding prohibitions on certain video surveillance equipment in the National Defense Authorization Act and other potential legislation.

Kelley Drye & Warren LLP, Washington, D.C., registered Jun. 15, 2018 for DAK Americas LLC, Charlotte, NC, regarding issues involving US Cus- toms and Border Protection.

Steptoe & Johnson LLP, Washington, D.C., registered Jun. 15, 2018 for Qatar Aluminium Limited (Qatalum), Mesaieed Industrial City, Qatar, regarding issues related to customs policies.

Signal Group Consulting, Washington, D.C., registered Jun. 11, 2018 for Wiley Rein LLP on behalf of the Association for Unmanned Vehicle Systems Intl., Washington, D.C., regarding issues associated with unmanned autonomous vehicles.

WWW.ODWYERPR.COM | JULY 2018 45