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'18 PR Buyer's Guide & Crisis Communications Magazine Communications & New Media Jan. 2018 I Vol. 32 No. 1 January 2018 | www.odwyerpr.com Vol. 32 No. 1 Jan. 2018 EDITORIAL BE A SOCIAL MEDIA SURVIVOR IN 2018 6 20 A primer on how to successfully MILLENNIALS ARE MOST protect your priceless reputation. MOTVATED BY ADS DON’T TRY TO COVER UP Younger consumers trust advertis- ing more than older generations. 8 DATA BREACHES Uber’s example shows what not 22 to do in the face of cyber crime. PRINT MEDIA MORE 10 RELIABLE THAN DIGITAL CRAFTING THE CRISIS Print is seen as safer, more secure RESPONSE PLAN and more trustworthy than digital. 8 Effective crisis comms can protect 24 your reputation and employees. GENERATION GAP IN PR PROS’ EXPECTATIONS COLD FEET SYNDROME Millennials have new views on Why some sellers pull out of compensation and leadership. 9 26 deals at the last minute. SOCIAL MEDIA BRINGS ARE PRESS CONFERENCES NEW RESPONSIBILITIES STILL RELEVANT? 42 WWW.ODWYERPR.COM An increase in media channels Even in a social media world, the 9 Daily, up-to-the-minute PR news results in more work for reporters. 28 press conference still matters. REVIEW OF 2017 MAKE CONSUMER MEDIA O’Dwyer’s takes a look at some PART OF B2B PUBLICITY of the stories that affected the PR Succesful branding for B2B clients landscape last year. 10 29 takes more than just trade press. PROFILES OF CRISIS COMMUNICATING IN A COMMUNICATIONS FIRMS DIVERSE WORLD How to navigate a world where 30 the old rules no longer apply. 12 PEOPLE IN PR THE END OF THE SILOED 37 CRISIS RESPONSE WASHINGTON In an organization, dealing with a REPORT EDITORIAL CALENDAR 2018 crisis has become everyone’s job. 14 40 January: Crisis Comms. / Buyer’s Guide February: Environmental & P.A. HARASSMENT IS ONE COLUMNS March: Food & Beverage CRISIS AMONG MANY PROFESSIONAL DEVELOPMENT Fraser Seitel April: Broadcast & Social Media Companies with legal policies in 16 38 May: PR Firm Rankings place need crisis comms as well. FINANCIAL MANAGEMENT June: Global & Multicultural Richard Goldstein July: Travel & Tourism WITH NO NORTH STAR, 39 August: Financial/I.R. BRANDS CAN GO SOUTH September: Beauty & Fashion In today’s world, C-suite execs 2018 PR BUYER’S October: Healthcare & Medical have become change advocates. 18 GUIDE November: High-Tech 42 December: Entertainment & Sports ADVERTISERS 5W Public Relations ............................................................................................... 5 Peppercomm ......................................................................................... Back cover Fineman PR .......................................................................................................... 19 Sachs Media Group ............................................................................................. 13 ICR ........................................................................................................................ 21 Sitrick & Company .................................................................................................. 7 Joele Frank, Wilkinson Brimmer Katcher .............................................................. 25 Sloane & Company .............................................................................................. 27 Kekst ..................................................................................................................... 23 Solomon McCown & Company .............................................................................. 3 Marketing Maven .......................................................................... Inside front cover Stanton Communications ..................................................................................... 15 Omega World Travel ............................................................................................ 35 Stevens Group ........................................................................................................ 8 Padilla ................................................................................................................... 17 O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. EDITORIAL Is Trump driving a print news comeback? e’re not even a year in, and already the Age of Trump has changed everything from the tax code to America’s standing on the world stage, to regulations protecting the EDITOR-IN-CHIEF Wenvironment and the Internet. Even the office and role of the President himself has Jack O’Dwyer been redefined. But there’s another institution Trump appears to be transforming before our [email protected] eyes, even if he doesn’t realize it: the press. We talked about our nutty leader nonstop for the duration of last year. While Trump has been the most unpopular first-year President in modern history — his polling has consistent- ASSOCIATE PUBLISHER ly hovered between 30 and 35 percent — it’s equally clear that he’s enlivened the headlines. John O’Dwyer [email protected] It’s no secret that Trump has continued to make gold for the cable news networks, and the most recent ratings figures prove it. Fox News, which has remained the most-watched cable news network for 191 consecutive months now, wrapped up 2017 as its most watched year SENIOR EDITOR ever in terms of total day views. MSNBC climbed 47 percent in year-to-year total viewer Jon Gingerich gains, growing more than any basic cable network and topping CNN in this category for the [email protected] first time since 2012. CNN, by contrast, saw its highest rated year on record in terms of total day views. SENIOR EDITOR It appears the Trump era has driven an increased interest in all matters political from the Kevin McCauley [email protected] public. This is a great thing, and while it’s no surprise that it’s precisely why 2017 has been such a banner year for the news networks, what’s more impressive is that, by all indication, the Trump effect also seems to have resurrected the public’s interest in print media, or at least ASSOCIATE EDITOR stalled its years-long demise for the time being. Steve Barnes The New York Times Co. in November reported third-quarter revenue growth of 6.1 percent [email protected] to $385.6 million, as well as $33 million in operating profit compared to $8.9 million a year ago, growth the newspaper of record attributed to a 13.6 percent gain in subscription sales, CONTRIBUTING EDITORS Fraser Seitel much of which accounted for digital subscription revenues. The New York Times counted 2.5 Richard Goldstein million paid digital-only subscribers by the end of the third quarter, a net increase of 154,000 from Q2 alone and a 60 percent hike from a year ago. Digital advertising, which now accounts for more than 43 percent of the Times’ total ad revenues, gained 11 percent to $49.2 million. EDITORIAL ASSISTANTS The Washington Post, meanwhile, recorded 89 million unique readers in October, continu- & RESEARCH ing to surge skyward from its previous record of 81 million readers in May. Page views also Jane Landers exceeded a billion for the first time, accounting for year-over-year gains of 33 percent. Finally, News Corp. flagship theWall Street Journal, which is currently gearing up to un- dergo a digital reorganization, blew past all performance and earnings expectations in No- John O’Dwyer vember, with total subscribers across its print and digital editions up more than 13 percent Advertising Sales Manager year-over-year to 2.2 million. TheJournal’s digital subscribers alone increased to more than [email protected] 1.3 million during the same period, compared to 967,000 in 2016. These are big numbers, and they’re just a few of 2017’s print success stories. But why the sudden uptick among these dinosaurs, as opposed to the countless blogs and online opinion O’Dwyer’s is published monthly for $60.00 sites that have dominated the media landscape for the last decade? a year ($7.00 a single issue) by the J.R. O’Dwyer Co., Inc. As it turns out, the fourth estate wields a particular influence others don’t. New research by 271 Madison Ave., #600 San Francisco-based tech PR firm Bospar found that a news article from a trusted outlet is New York, NY 10016. likely to change a closely held conviction — a position for or against climate change, for ex- (212) 679-2471 Fax: (212) 683-2750. ample — among a third of the U.S. population, thereby making that medium more effective at changing Americans’ minds than any other, even peer-reviewed research. © Copyright 2017 J.R. O’Dwyer Co., Inc. Why is that? A recent consumer survey commissioned by non-profit Two Sides (see page 8) found that trust in digital media has collapsed in light of a scourge of fake “news” reports OTHER PUBLICATIONS: and hoax items shared over the Internet in recent years, and as a result, Americans find print media to be a safer, more secure and trusted medium than its digital counterpart in virtually www.odwyerpr.com every way. Breaking news, commentary, useful data- Poynter Institute’s 2017 Media Trust Survey found that overall trust and confidence in the bases and more. media has actually increased since President Trump took office, to the highest levels since O’Dwyer’s Newsletter 2001. Trust in the press was markedly lower among those who identify as Republican, howev- A four-page weekly with general
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