November 2011 | MARKETING in AMSTERDAM: O’DWYER’SRANKINGSOFTOP a SPECIAL REPORT TECHNOLOGY PR FIRMS PG

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pg. 12PR highlights from pg. 17Communications lessons pg. 19Congloms report the Louisville U.S.O. from Occupy Wall Street big Q3 PR earnings

Communications & new media Nov. 2011 I Vol. 25 No. 11

THE TECHNOLOGY ISSUE SOLYNDRA: HOW A CLEAN-TECH BUST COULD REAWAKEN THE INDUSTRY GOOGLE+ AND PR: WHY THE GAME HAS CHANGED A NEW FRONTIER FOR SUSTAINABILITY PR

November 2011 | www.odwyerpr.com MARKETING IN AMSTERDAM: O’DWYER’SRANKINGSOFTOP A SPECIAL REPORT TECHNOLOGY PR FIRMS PG. 37 Novmagazine:Layout 1 11/1/11 11:52 AM Page 2 Novmagazine:Layout 1 11/1/11 11:52 AM Page 3 Novmagazine:Layout 1 11/1/11 11:53 AM Page 4

Vol. 25, No. 11 November 2011

EDITORIAL Q3 PR REVENUES STRONG Wall Street protests shine a light on DESPITE ‘UNCERTAINTY’ U.S. business, media. Third quarter earnings from the world’s 6 19 biggest ad/PR conglomerates show big FINANCIAL PR PIONEER gains despite global economic concerns. PINCUS DIES AT 78 Jack O’Dwyer remembers PR legend BRANDS AND MEDIA: A Theodore “Ted” Pincus, Founder of 8 the 17 Financial Relations Board. SYMBIOTIC LOVE AFFAIR As our media landscape continues to 20 evolve, professionals and brands have TECH INDUSTRY SHOULD been forced to change their approach- CELEBRATE INNOVATION es to delivering compelling content. The industry most responsible for changing our world could benefit from10 its AMSTERDAM REVEALS NEW own penchant for innovation. GLOBAL MARKETING HUB 22 A surplus of local creative talent and a CONCERT REVEALS NEW series of attractive new tax incentives TWIST ON OLD FAVORITES have transformed Amsterdam into one of 22 PR pros worked the U.S.O.’s first Europe’s biggest marketing centers. www.odwyerpr.com ever Homefront Concert with an array12 of Daily, up-to-the-minute PR news new technologies backed by old school PROFILES OF HIGH-TECH & know-how. 26 TECHNOLOGY PR FIRMS Inside photos: Jon Gingerich THE EVOLVING WORLD OF RANKINGS OF TOP HIGH-TECH SUSTAINABILITY PR & TECHNOLOGY PR FIRMS Simply “being green” used to be a boon for companies looking to14 differ- 37 entiate their brand. Now it’s not enough. WASHINGTON REPORT SOLYNDRA FLARE-UP COULD MAKE RAIN 44 Solyndra’s highly-publicized bank- COLUMNS ruptcy proves the company misread16 its own market. PROFESSIONAL DEVELOPMENT 38 Fraser Seitel FIVE PR LESSONS FROM OCCUPY WALL STREET GUEST COLUMN PR pros can take a few lessons from 39 Kevin Foley EDITORIAL CALENDAR 2011 Occupy Wall Street’s numerous blunders17 and January: Crisis Comms. / Buyer’s Guide successes. GUEST COLUMN Wes Pedersen February: Environmental & P.A. 40 March: Food & Beverage GOOGLE+: WHAT PR PROS FINANCIAL MANAGEMENT April: Broadcast & Social Media NEED TO KNOW 41 Richard Goldstein May: PR Firm Rankings While Google+’s benefits for con- June: Global & Multicultural sumers are clear, the vote is still 18 out for OPINION July: Travel & Tourism what implications it will have on businesses 42 Jack O’Dwyer August: Financial/I.R. and the communications industry. September: Beauty & Fashion PR BUYER’S GUIDE October: Healthcare & Medical 46 November: High-Tech December: Entertainment & Sports

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www.odwyerpr.comDaily, up-to-the-minute PR news Inside photos: Jon Gingerich Novmagazine:Layout 1 11/1/11 11:53 AM Page 6

EDITORIAL Wall Street protests shine light on business, media

or more than a month, the Occupy Wall Street protests in Zuccotti Park have raged on, EDITOR-IN-CHIEF seemingly with no end in sight. In case you’re unaware, the movement has actually gone Jack O’Dwyer Fglobal now, with a series of longstanding satellite protests in San Francisco, Portland, [email protected] Chicago, Washington D.C., Seattle, Philadelphia, not to mention an international glut of similar uprisings with every city from Paris to Santiago joining the fray. ASSOCIATE PUBLISHER Contrary to what the media will tell you — and boy, they will tell you — Occupy Wall Kevin McCauley Street doesn’t suffer from a “lack of message.” And this isn’t a partisan movement either (an [email protected] ideological one yes, but one trip to the park will show you anti-Obama sentiment is de rigueur EDITOR of the cause). The Occupy Wall Street protests are the logical result of years-long percolating Jon Gingerich contempt and disillusionment with a sliding scale of economic favoritism in this country that [email protected] provides a red carpet for one group while handing out brooms to the rest. Ever get the feel- ing you’ve been cheated? SENIOR EDITOR The media has been predictably pitiful in their response to all this. For the first week of the Greg Hazley protests they couldn’t even be bothered to make the trek twenty blocks south to cover it. It [email protected] wasn’t until several poorly behaved NYPD officers responded with unnecessary force and the local news was forced to cover the event that the national press realized something of impor- CONTRIBUTING EDITORS tance might be going on. Two weeks late to the story. Is there any wonder why no one buys John O’Dwyer newspapers anymore? Fraser Seitel When national TV crews did arrive they came prepared, as they always do, with a laundry Richard Goldstein list of preassembled narratives. The gross hypocrisy in their treatment of modern civil disobedience cannot be understated. When the Tea Party organizes by bringing loaded guns and mis- spelled signs to public parks they’re “patriotic” participants in the democratic process. When ADVERTISING SALES liberals do it they’re a “mob” that “doesn’t know what they’re protesting.” The only thing John O’Dwyer Advertising Sales Manager more offensive than Fox New’s irresponsible coverage of this issue is their hilarious presump- [email protected] tion to think we’re stupid enough to fall for these hillbilly Jedi Mind tricks. The principle tenants of the Occupy Wall Street movement are obviously, abundantly, Jack Fogarty painfully clear. Current U.S. economic policies have given the top 95% of earners in this National Advertising Representative country carte blanche to repeatedly run our economy into bankruptcy and financial destitu- [email protected] tion through increasingly shady, irresponsible and woefully unregulated business deals that often bordered on illegal (sometime they were illegal outright). What’s worse, they made money doing it, with the tacit understanding that the jobless, the lower class and those recently foreclosed upon as a result of the very mortgage mess our financial community created O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the would pay for it. And we did. Now, those who bailed out the top earners find themselves with J.R. O’Dwyer Co., Inc., increasingly fewer resources and absolutely no legal recourse available. Add insult to injury, 271 Madison Ave., New York, NY 10016. those very top percenters are now running to their favorite in-pocket Congressman to slash (212) 679-2471 social services and regulatory safety guards — benefits for first responders, Medicare, bank Fax (212) 683-2750. disclosure — because they messed up their investments and ran us into two wars and now claim they operate in a regulatory environment that is “anti business.” What part of this don’t you understand? Do I have to explain it with puppets? © Copyright 2011 Sadly, too many are still covering their ears. There’s this proclivity for Americans to roll J.R. O’Dwyer Co., Inc. out blanket statements of support and empathy for those who stand up against tyranny in third-world nations, yet when we have the gall to question our own increasing economic dis- OTHER PUBLICATIONS & parity we’re simply Marxist hippies enacting “class warfare.” Our collective lack of critical SERVICES: thinking in times like these is paramount to a diseased, crippling stupidity that affects us all www.odwyerpr.com breaking news, as a culture. commentary, useful databases and more. I’m tired of it. I’m tired of people who make a hundred times my salary use their K-Street influence to pay a smaller percentage in taxes than I pay, I’m tired of electing leaders that Jack O’Dwyer’s Newsletter An eight- force the foreclosed and unemployed to bail the rich out after their foolish investments page weekly with general PR news, media inevitably flop, I’m tired of corporations asking for tax breaks so they can ship more work appointments and placement opportunities. overseas, and I’m tired of multinationals investing in foreign wars and expecting my family O’Dwyer’s Directory of PR Firms has to donate blood for it. listings of more than 1,850 PR firms through- Finally, I’m also tired of celebrities like Alec Baldwin (who, hypocritically, is simultane- out the U.S. and abroad. ously appearing in a series of Capital One print and television ads this month … “what’s in your wallet?” indeed) and Michael Moore (a noted one-percenter who makes millions bash- O’Dwyer’s PR Buyer’s Guide lists 1,000+ ing the free market) making impromptu appearances at Zuccotti Park in pathetic attempts to products and services for the PR industry in 54 strengthen their “down with the man” brands. categories. Similarly, I hope the protesters can learn something from this. We can all live better without being such blind, obsequious consumers to the mindless brine of products and gadgets jobs.odwyerpr.com O’Dwyer’s online that rule our lives. Want to make a difference? Stop buying the latest iPad/iPhone/iWhatever job center has help wanted ads and hosts and start investing in your community. resume postings. — Jon Gingerich

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SPECIAL REPORT

years of the ’90s, and FRB was named The Financial PR pioneer Pincus dies at 78 Distinguished Agency of the Year by Financial World and Equities magazines Theodore H. Pincus, founder of the Financial Relations Board, for thirteen consecutive years. By the time which became the biggest financial PR specialist firm and he sold the firm, it had become the nation’s was sold to the former True North Communications in 1999 for third largest independent public relations agency of any kind, with a staff of 300 in $40 million, died Sept. 30 in Chicago. five cities, representing over four percent of By Jack O’Dwyer all listed public companies in America. Its organic fee growth rate since 1980 had set a new industry record he firm had $32.5 million in fees in The Public Relations Society of America. — 86 per cent per Beyond pioneering the Investor Relations 1998 and 291 employees. It became year. industry over the past 45 years, he has been Ta division of BSMG Worldwide Following his 2000 a leading crusader for more open corporate sale of FRB for $40 which was owned by Interpublic and no disclosure and numerous concepts of cor- million to True North longer reported its fee and employee totals porate communications strategy now in Communications, he separately. More recently it became part of wide usage. He also has been a leading served as Vice the MWW Group which bought itself out advocate of more open, responsive U.S. Chairman of its from IPG last year. government public diplomacy policies. BSMG public rela- Pincus was stricken two years ago with Mr. Pincus today is an educator, newspa- tions group, the multiple myeloma (cancer of the plasma Theodore “Ted” per columnist, consultant and lecturer. He is nation’s sixth largest Pincus cells in bone marrow). He wrote a three- the business columnist of the Chicago Sun general agency, and part series starting in April 2010 for the Times, an adjunct finance professor at the more recently as sen- Chicago Sun-Times describing his treat- DePaul University MBA program and ior consultant to True North’s new parent ment. advisor to corporate top management that Interpublic and its Weber Shandwick Pincus called the disease incurable but have included both CEOs Jim Cantalupo Group — the world’s largest PR unit. treatable and expressed his thanks for “an and Charlie Bell, John Calamos, Jim Tyree Over his 48 year career, Mr. Pincus has incredibly lucky life,” adding, “In no way of Mesirow and others. He is also been advisor on communications strategy am I being short-changed.” Managing Partner of StevensGould Pincus, to political candidates, the CEOs of more A partner in StevensGouldPincus as well a management consulting firm. than 1,000 publically held corporation, Sun-Times as a columnist for the and As a Director of Business for Diplomatic government agencies in the U.S. involved in many other activities, Pincus Action, he serves with 30 other communi- His ideas have been credited with focus- said he had no thought of pulling back. His cations industry professionals who have ing national recognition upon some of the treatment included a five-week stem cell formed a new organization that has con- nation’s most remarkable Wall Street suc- transplant sequence that returned his blood ceived and sponsored new initiatives to cesses, including EMC Corp. which was to near normal. Wrote Bio for Use with Obit counter anti-American sentiment abroad. named Stock of the Decade for the ’90s, Most recently, chairing a working session Citrix, Adobe Systems, Boston Properties, Pincus, in advance of his expected death, of The Ditchley Conference attended by Alberto Culver, Radio Shack, General wrote an extensive “personal background U.N., U.K., U.S. government and media Growth Properties, Midas, Manpower, update” which has been printed below. officials, Mr. Pincus introduced new initia- Samsonite, Walter Heller, Jenn-Aire, Jewel, Surviving are his wife Sherri Barr tives for U.S. public diplomacy including a Stone Container, Anixter, NYNEX, BEA Pincus, five children and 12 grandchildren. plan for a Global e-Pal Program for teenag- Systems, Combined Insurance, Culligan, The children are Dr. Anne Zitron Casey, er connectivity, and a plan for the first Upjohn, Volvo, The No-Load Mutual Fund molecular biologist, New York; Prof. Laura worldwide quarterly “fireside chat” to be Assn. Campaign to introduce the Money Pincus Hartman, DePaul University, conducted by The Secretary of State Market Funds, The Chicago Board of Trade Chicago; Jennifer Zitron Suomi, art educa- through live webcast and teleconference program to make Americans commodities- tor, New York; Mark J. Pincus, founder and with simultaneous voice-over translation. conscious, the world-wide introduction of CEO of Zynga, San Francisco, and Susan The firm he founded, The Financial the Chicago Mercantile Exchange’s Pincus Sherman, veterinarian, Glencoe, Ill. Personal Background Update Relations Board LLC, was the world’s old- International Monetary Market, and the by Ted Pincus est and largest financial public relations REIT industry program that vastly broad- agency. In building the field of financial ened investor interest in real estate invest- Ted Pincus has the distinction of being public relations, he was credited with the ment trusts in the ’90s. the most disastrous quarterback in the histo- development of several ideas that won Mr. Pincus is a nationally recognized ry of American high school football. He fol- broadscale acceptance during the ’60s author, lecturer and outspoken critic of cor- lowed this feat by achieving notoriety as the including “corporate transparency” and the porate communications. He presently is a worst student in the U.S. Air Force pilot quarterly global teleconference with Director of Business for Diplomatic Action, training program. investors. and in recent times has been a public affairs Fortunately, he found better luck in work- Under his guidance as CEO through 2001 consultant to the U.S. Commerce Dept., ing with words. FRB was accorded more professional The Lawyers Committee for Civil Rights Mr. Pincus has been ranked by PR Week awards for outstanding programs than any and the American Jewish Committee. He is as one of the 20th century’s most influential other firm in the history of the field. This author of a book on Wall Street humor, two communications executives. In 2002 he included the industry’s “Oscar”, the PRSA Continued on next page was named PR Professional of the Year by Silver Anvil for Investor Relations, in six

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books published by The American Illinois Coalition, The American Jewish He is a current member of The World Management Assn., and wrote the lead Committee Midwest Chapter, and The Presidents Organization, The New York chapter of Dow Jones Irwin’s textbook on North Bank. In past years he had been an Society of Security Analysts, and the Senior corporate communications. Over the years, advisor to The U.S. Information Agency, a Roundtable of The National Investor his articles on communications policy have member of the advisory board of Nasdaq, a Relations Institute. appeared in The New York Times, Wall director of The Chicago Film Festival, a Mr. Pincus was the recipient of The Street Journal, Fortune, and other national director of three corporations, a 17-year American Jewish Committee’s 1993 Civic magazines. trustee of The Gateway House Foundation, Achievement Award and was named to The He has served as Chairman of 44 nation- pioneer network of drug abuse treatment Illinois Entrepreneurial Hall of Fame. In al and regional conferences on Investor centers, communications advisor to the 1998 he was named Entrepreneur of the Relations and has been a frequent lecturer Crusade of Mercy of Metropolitan Year by Ernst & Young, Merrill Lynch and at the Financial Executives Institute, The Chicago, a founding director of The Nasdaq for the Midwest Services Industry. National Investor Relations Institute, Chicago Youth Success Foundation, and He holds the PRSA Silver Anvil and 52 Nasdaq, graduate business schools at five times chairman of the other national and regional awards. He also University of Illinois and Northwestern, Communications Industry annual cam- has a 1725 ranking in the U.S. Chess and the Medill Graduate School of paign for Chicago’s Jewish United Fund. Federation. Journalism at Northwestern. He has conducted two-day seminars on IR strategy for CEOs and CFOs in each region of the U.S. sponsored by the National Assn. of Securities Dealers. He has been a featured speaker at national symposiums held by Forbes, Financial World, and others. In 1960 he served as a consultant to the Nelson Rockefeller presidential nomination campaign and in 1968 was Co- Chairman of the Illinois Rockefeller Committee during the nomination campaign. In 1974-75 he served as a communications consultant to Army Secretary Howard Callaway. In 1975-76, he served as a professional consultant to then Illinois Treasurer Candidate (and later U.S. Senator) Alan J. Dixon and directed campaign communications. In 1983 the Reagan Administration named him Chairman of a special USAID advisory mission to the government of Jamaica in a two-year project to improve that nation’s image. In 1990 he served as Public Relations Chairman and Advisory Board member of The Four Freedoms Foundation, a private arm of the U.S. Information Agency. In 2000, as Marketing Chairman of The Illinois Coalition (of over 300 technology companies), he authored the marketing segment of the strategic plan that Governor George Ryan used to win passage of his $1.9 billion Venture Tech legislation. Earlier in his career, Mr. Pincus was Associate Editor of Omnibus magazine and freelance writer published in Chicago Tribune Sunday magazine and other peri- odicals. Prior he was a financial news writer in the Far East, USAF Information Officer for the F-100 Thunderbird Aerial Demonstration Team, and Chief of the Radio-TV Branch, U.S. Forces-Far East headquarters, Tokyo. He holds a degree from Indiana University where he studied Journalism. In his pro bono work, Mr. Pincus is a charter member of The National Investor Relations Institute Senior Roundtable and currently a director of The

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FEATURE Tech industry should celebrate its penchant for innovation This year, IBM celebrated the 30th anniversary of the personal computer. I remember it well; during the summer of 1981 I was them, and create new societal norms and two years out of college and working in Silicon Valley. Those etiquette for technology use. She advo- were early days, but we dreamed big: for my client, Apple, I cates having no texting zones in the wrote a story for the International Herald titled “A Computer in home and car. Understanding technolo- Every Pot,” speculating on the time when everyone would have gy’s impact on our children and the world that we are leaving them is computing power. Bill Gates shared his vision of a PC in every important. We can and are inventing home and on every desk. By Heidi Sinclair new technologies to improve our environment, to educate upcoming genera- tions, to improve working conditions essay, “Unraveling Beliefs,” over the globally, to save lives. We can innovate e’ve exceeded these wild course of 150 years, the life expectancy to solve these and other important socie- of a white woman living in the United tal issues. ambitions, many of us have Change the conversation Wthe equivalent of a PC in States has jumped from 40 to 80 years. Something that seemed to be deter- With the global community as our every pocket and our households are mined by biology, now seems to be audience, we must use a simpler lan- teeming with laptops, tablets, smart related to advances in technology and guage and evolve the technology discus- phones and media centers. Mobile science that have induced major sion in line with the people who are phones have brought the power of com- changes to healthcare and nutrition. influenced by and using the byproducts puting well beyond the developed world Banaji says our beliefs about the worth of our invention. It as well. I have seen the impact that a of life and health and prosperity have is time for us to ele- simple phone has on a Delhi seamstress impacted the changes as well. Medical vate our conversa- and an Uttar Pradesh farmer. advances, like vaccinations, have tion from speeds Technology is deeply embedded in the increased life expectancy in third world and feeds and com- fabric of industry, government and soci- countries. According to the World petitive features to ety at all levels and in all parts of this Health Organization, nearly 250,000 one of how tech- planet. cases of polio were reported in 1990, nologies are applied Thirty years ago, the technology whereas in 2010, thanks to vaccina- to daily life. We industry was on a mission to change the tions, the estimated number of polio are no longer in the world by creating the tools that ushered cases worldwide was only 1,500. Information Age. Heidi Sinclair in the Information Age. Access to infor- Even the Fifth Amendment has been We are now in what mation has driven the interconnected- impacted by technology, as defendants I and others are ness of humanity and commerce, and can now be forced to provide samples of calling the Innovation Age. has led to greater democratization of their blood, saliva and other DNA evi- Where innovation impacts everything. society. The world is a profoundly dence that could incriminate them. Now Innovation by nature is a state of con- changed place. we hear stories about criminals convict- stant change. We need to understand Yet, in many respects the technology ed based on DNA evidence from three that impact, and ensure that innovation industry itself has not changed that decades ago, often freeing an innocent is seen as an engine for positive progress much. We thrive on improvement, bet- person. Our ability to analyze DNA has globally. This means we need to talk tering what has come before. This pur- created a fairer justice system where less about features and more about how suit of the next new thing is critical to physical evidence plays a key role. It is technology truly can impact our world driving the kind of change we have seen. time to celebrate these thousands of and our lives. As communicators, this is But, we as an industry need perspective extraordinary milestones made possible our job. We need to guide our col- as well as pursuit. We need to take stock by innovation. leagues and clients away from the of the world that we have so greatly Assume responsibility for innovation arcane technical language that is our impacted. We need to put context Kindergarteners don’t have fine-tuned industry’s comfort zone and elevate the around our invention. We need to recog- digit motor skills but their thumbs are conversation to one of benefits, impact nize the impact and take responsibility very adept. Many teens default to play- and application. Steve Jobs made tech- for the profound effect that our technol- ing with their phones and only commu- nology accessible and beautiful. We can ogy has had on industry, governments, nicating via text messages now, versus do the same to the language of technolo- society and mankind. The technology interacting with people in-person. I gy. industry must celebrate the change tech- recently sat down with MIT Professor The Innovation Age is upon us and it nology has made. and author Sherry Turkle to discuss her is truly the most exciting era ever. The The rewards of innovation new book, “Alone Together,” the result Innovation Age is our time to use tech- Technology gives us the freedom to of over 10 years of research on the effect nology to create a sustainable life and work from just about anywhere. of technology on youth and relation- world for all of us. Productivity has increased thanks to all ships. Turkle feels we need to be aware Heidi Sinclair is President of the the advances in technology. of how technology is not only support- Global Technology practice at Weber According to Mahzarin R. Banaji’s ing our relationships but also inhibiting Shandwick.

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FEATURE U.S.O. concert reveals new twist on an old PR tradition

When the United Service Organization wanted to spread the word about its first ever Homefront Concert, PR pros respond- be, and these volunteers and employees have established long-lasting relation- ed with an array of new technologies backed by old school ships, and even friendships with these know-how to build relationships and “tune in” their audience. families. Their personal endorsement was extremely valuable and was reinforced through the online programs. By Danielle Rudy Davis In PR, we often talk about the importance of relationship building, especially when it comes to brands connecting with consumers. This event was evidence of t’s always rewarding when you can focus was more troop-centric and less family-focused. the U.S. National Guard capitalizing on implement and successfully leverage their strong, both real and online, rela- Ithe latest technology to help meet the The U.S.O. understands, more than tionship with their goals of your client. The greatest reward most groups, the emotional strain put on families when their loved ones are constituents. Word- comes from working with well-estab- of-mouth was key. lished organizations that have a tradition deployed. Beyond the emotional strain, many families feel the financial strain We wanted families of successfully communicating with their to get excited about audience, but tend to overlook the latest and the stress of managing their household without their significant other. And this and tell their technologies as a cost-effective way to while individual communities often rally friends both online reach their audience. around military families, the community- and face-to-face. When you hear U.S.O., it probably at-large often focuses on sending their We targeted the conjures up black and white images of help straight to the troops rather than U.S.O. and the U.S. Marilyn Monroe entertaining the troops. looking at the military family around the National Guard’s Danielle Rudy Or more recently, stars like Jessica corner. current online audi- Davus Simpson, Kid Rock or Carrie Underwood So for one night this summer at the ence to promote the heading overseas to put on a show for our KFC Yum! Center in Louisville, Facebook and service men and women. Kentucky, the families of our troops Twitter feeds for the Homefront Concert. The United Service Organization enjoyed a party just for them. The U.S.O., In addition, we populated these active (U.S.O.) has been supporting America’s in conjunction with The National Guard, networks with information on the con- troops since their first mission in 1941. hosted the first-ever Homefront Concert cert, thus building the new Homefront The goal is the same as it was then — to featuring country stars Montgomery Concert brand as well as promoting the lift the spirits of America’s troops and Gentry. event on the established National Guard their families. Until recently though, the The key to making this event a success brand pages. The plan included a day-by- was two-fold: we had to get day social media strategy, online promo- families to the show and we tions, contests and a detailed media pitch- also wanted an event military ing plan. families across the country The social media component was a would enjoy. We had to get constant reminder as well as a way for the word out that the concert families to engage with the event. We was available online on the never wanted the concert to be a one- Pentagon Channel as well as dimensional event but rather a back-and- through cable providers and forth between the event, in-house audi- Direct TV. ence and the online audience. Beyond Planning a virtual event is a simply promoting the day and time, we little trickier than just getting created a message calendar that included butts into the seats. There’s a posts that encouraged followers and fans lot of virtual “noise” we had to share. We asked their favorite to cut through to make sure Montgomery Gentry songs, asked them families across the country about attending other U.S.O. events and “tuned in” online. requested they post pictures, answer triv- Thankfully, the U.S. National ia questions and share stories about their family members serving overseas. This Eddie Montgomery from the country music duo Guard’s online presence is vast. Volunteers and mem- promoted the family aspect by allowing Montgomery Gentry riles up the crowd during a perform- the U.S.O. Homefront Concert to really ance at the ﬁrst ever America-based U.S.O. Homefront bers of the U.S. National Guard reached out to fami- get to know its audience beyond just the Concert held at the KFC Yum! Center in Louisville, KY. The “like” button. concert was held in honor of the United States military lies, personally sharing service members. details on the event. We all In addition, we offered incentives for know how powerful a recom- Photo by David Bolton, Kentucky National Guard. Continued on next page mendation from a friend can

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families and large groups to “tune in.” Because of the amaz- Through the concert Facebook page, they ing relationship the U.S.O. concert reveals new twist on an old PR tradition gave away “watch party kits” that fami- National Guard has lies could request with goodies to host a with its members’ concert party of their own. In addition, families, we were we created a top-of-the-line kit to be able to use their given away to one lucky family. This breadth of knowl- deluxe hit included an autographed edge to create a plan Montgomery Gentry poster, Visa and that fit this concert’s iTunes gift cards, delivery of two Papa needs — ultimately John’s pizzas for the party, party games, helped make the snacks and more. We created an easy-to- event a success. use application that allowed the U.S.O. to The U.S.O. made internally manage the campaign through a great decision their website, facebook and email mes- when they put this sages. twist on an old These kits allowed families to make the favorite. Not only The July 26 U.S.O. Homefront Concert in Louisville, KY, featured event their own while enjoying a night off was the concert country music legends and attracted thousands of National Guard with their friends and family. Besides get- itself a success with service members as well as friends and family of service members ting a special show from Montgomery more than 14,500 who made history as being attendees to the ﬁrst ever American hosted U.S.O. concert. Gentry, the families in the arena had the family members in Photo by David Bolton, Kentucky National Guard. opportunity to connect with their loved attendance, but ones abroad. In addition, the audience more than 2 million and all the viewers listened to a message people tuned in to from First Lady Michelle Obama and Dr. watch the concert on the Pentagon Homefront Concerts in the coming Jill Biden. Channel online. In addition, there were months. By taking a chance on a new Having a strong knowledge of the audi- more than 8,000 watch parties hosted concept, the U.S.O. has done a great ence gave us the ability to craft a and attended by military families and service for our service men and women stronger, more effective message. In all their friends. and those they love the most. aspects of public relations, it’s important With a successful first mission under Danielle Rudy Davis is an Account to know and understand with whom you its belt, the U.S.O. and the National Supervisor, social media and technology are speaking before crafting a message. Guard have plans to host more expert for Peritus.

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FEATURE The evolving world of sustainability communications

It wasn’t long ago that choosing to focus on sustainability — or “going green” — stood to earn companies positive news and mortar’ or Internet coverage go? coverage and public praise. But as more and more companies To the most interesting and innovative have jumped on the sustainability bandwagon, those days companies and business models (Twitter, Facebook, Four Square) and have largely come to an end. to the high growth companies (Google, Apple) and the drama along the way.” By Nathan Schock There are other ways to succeed that will look familiar to long-time communicators. Kupiecki advises “Offer[ing] your experts as sources on relevant panies will have to become better story- issues the media are mage consultants were urging compa- tellers and communicate their relation- covering today nies to go green before regulators or ship to the issues of the day. They also such as natural gas Ishareholders forced them to do so, so have to be able to take advantage of the fracking, price of companies could gain “first-mover” new opportunities available to communi- gas/oil drilling and advantages for their corporate reputation. cators. spills (and its Now businesses are expected to focus on A shift in sustainability coverage effects), how the sustainability issues and U.S. media are Willie Brent, Global Cleantech military is using much less likely to cover the latest corpo- Practice Lead for Weber Shandwick, renewable energy. rate greening initiative. said he has “talked to a number of We [Edelman] According to cleantech communica- reporters who feel like they’ve ‘been recently did this Nathan Schock tors, this shift has been occurring for a burned’ by covering [sustainability with SolarReserve while and companies will have to adapt advances] that were supposed to hap- CEO Kevin Smith to a changed media landscape. There are pen and didn’t.” As a result, “the ‘BS’ who spoke out on still opportunities for coverage, but com- meter has definitely been raised a notch the benefits and critical nature of the or two by business media.” DOE loan guarantees during the recent Kimberly Kupiecki, Senior Vice budgeting crunch.” PR news briefs President and Cleantech Group Leader New era, new opportunities SOLYNDRA TAPPED GLOVER at Edelman, has also witnessed the shift But new communication methods offer FOR “MEET AND GREETS” in sustainability coverage. “In terms of new opportunities for companies to tell energy and environment,” she noted, their stories. Solyndra hired Glover Park Group, the well- “most reporters are covering the news, As Brent said, “... it’s not just story- connected Democratic PR firm, to introduce its environmental disasters, financial news telling to media, it’s also brands becom- management to members of the House Energy (IPOs, mergers), policy etc. It’s expecting their own storytellers. More and more and Commerce committee six weeks before the August 31 announcement that the solar panel ed that companies will have sustain- of the work we [Weber Shandwick] are company was shutting down and throwing ability programs now,” Kupiecki said. doing for our clients is oriented around 1,100 people out of work. Sustainability coverage has also been helping brands become their own content Catharine Ransom, former Climate and impacted by the broader decline in creators (or co-creators) and learning Environment Advisor to Sen. Max Baucus and senior policy advisor to ex-Senator Bob Graham; media. “I think trade media are so how to distribute/syndicate/share that Gregg Rothschild, ex-Legislative Director for under-staffed (and often staffed by very content through digital and social chan- Sen. John Kerry and Deputy Chief of Staff for green reporters — no pun intended),” nels and use it to engage with people who the Energy and Commerce Committee, and Alix said Brent, “that their stories are often have an interest in it.” Mistri, special assistant to former President copy and paste.” And if it’s press Ultimately, one of the most effective Bush II and chief of staff to Rep. Bill Shuster, are registered as Solyndra lobbyists. releases they’re copying and pasting, ways to react to the latest shift in main- The committee on Sept. 22 asked the Dept. chances are they are being printed but stream media coverage (as well as pre- of Energy for additional documentation regard- not read. pare for future shifts) is to not complete- ing the solar panel company’s $535 million loan But there are still opportunities to ly rely on them to distribute your mes- guarantee. McBee Strategic Consulting, which was break through and get noticed. “US sage. While not abandoning what has hired by Solyndra on Jan. 30 2009 to work on media who matter are looking to go worked in the past, smart companies will the federal loan agreement, terminated ties beyond hype and try to be more dis- learn how to create their own media and with the Fremont, Cal.-based company on Jan. cerning” in their coverage of sustain- communicate directly to the stakeholders 31. ability, said Brent. who matter most to their sustainability McAllister & Quinn, which filed June 15 to work for Energy Dept. appropriations, ended its The ways to get noticed involve initiatives. relationship with Solyndra on Sept. 1. something old and something new for Nathan is the Director of Public Joel Johnson, managing director of Glover communicators. First, as Brent said Relations for POET, the largest producer Park, has not been reached about whether the “the level of story telling has to be ele- of biofuels in the world. This article orig- firm still represents the interests of Solyndra. vated for success.” inally appeared on the Sustainable Life Kupiecki agreed: “where did ‘clicks Media website.

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REPORT

Solyndra flare-up could make rain business, now is the time for action. Currently the U.S. market represents five percent of global demand for solar energy. The highly-publicized bankruptcy of California-based solar The global transition to solar power is com- technology manufacturer Solyndra proves one thing: the coming, and more quickly than many expect. pany misread its own market. By Benjamin Gorelick But despite the chaos Solyndra’s failure has recently wrought on public opinion, domes- countries like China and Taiwan — the tic solar companies must remind the public t’s a shame that the firm was a benefici- price of silicon fell sharply. This explosion that the future of the U.S. as a global renew- ary of the DoE’s loan guarantee program in supply has caused the price of solar pan- able energy innovator is at stake. I— to the tune of $535 million — for els to fall by 40 percent in the last year For the worst to happen, all industry has which American taxpayers are now liable. alone. Unfortunately for Solyndra, during to do is remain quiet. In the meantime, con- Some important lessons may be learned that same year the company invested more sumers who are distrustful of clean tech — from this failure. Politically, expect the than $700 million into its state-of-the-art because of its inextricable link to the issue usual finger pointing, buck passing, and “Fab 2” production facility — $500 million of climate change — will use Solyndra’s ideological posturing. Don’t waste your of which were federal loans. demise to “prove” the futility of green time deciding who gets the blame, or even It’s easy to understand why the company investment. The solar power industry must who deserves it. was cast as an innovator by President change the discussion What killed Solyndra is the same thing Obama only one year ago, and by the Bush from preventing a that will propel more innovative American administration before him. Production of future climate catastro- solar tech companies to success: competi- the company’s touted thin-film photovolta- phe to a simple, more tion. The challenge ahead for the U.S. solar ic (PV) cells was cheaper than the manufac- immediate one about power industry is going to be communicat- ture of the conventional crystalline silicon consumers’ right to an ing to its stakeholders that Solyndra was the panels. At least it was, until the price of sil- alternative low-cost, exception, not the rule. icon plummeted, taking Solyndra and other reliable energy option. A not-so-sunny outlook thin-film makers down with it. Industry advocacy Through advances in technology and Public affairs, outreach suggestions groups such as the industrial experience, the cost of solar So what’s the prognosis for American Solar Energy Benjamin Gorelick power has decreased steadily in recent solar PV industry? It’s going to be a tough Industries Association years. As more firms around the world two years ahead, but that’s true for many and the Solar Electric entered the market — most notably in industries. Nevertheless, if you’re still in Power Association will need to make con- certed efforts to reverse the damage that Solyndra’s failure will do to the public image of solar power. To meet this challenge, advocacy groups should partner with utilities that integrate solar power into their grid supply. These partnerships should enlist experts, including public officials in districts with active solar industries, to bring their message to the American public: solar power is both viable and central to economic growth and competitiveness. While convincing state and local author- ities that pro-solar incentives like feed-in tariffs are important, the industry will also need to directly engage residential customers. These end-users are the most important constituency because they’re a huge source of latent demand, and are the best barometer for political and industrial actors to realize the importance of the sector. Solar firms might educate this audience through online advertising and social media about the benefits of solar power and offer households free site assessments and an online energy savings calculator to demonstrate solar’s cost offsetting potential. A campaign directed at households should help customers realize that their best interests, in terms of cash outlays and energy independence, lie with solar power. Benjamin Gorelick is Associate Account Executive for Spector and Associates.

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Five communications lessons from Occupy Wall Street Criticism has been aimed at the Occupy Wall Street movement for not having a clear message. It’s obvious that frustration towards Wall Street’s harmful impact on “Main Street” and its corrupting influence on our political system is a motivating factor of these protests, but the lack of a specific platform or official leadership has resulted in confusion among many observers. By Liam O’Donoghue media coverage. Was the October mass arrest on the Brooklyn Bridge the result of a Photo by Jon Gingerich. hese demonstrations have clearly reckless act of civil disobedience or a trap set up by the NYPD to ensnare peaceful ted interviewee into an Internet sensation. struck a nerve, because the protests Tap into cultural symbols for inspiration Tare growing rapidly, spreading across demonstrators? That answer depends on who you’re talking to. From the earliest stages, Occupy Wall the country and garnering respectable cov- Monitor the opposition erage from mainstream media. At this early Street organizers have made explicit com- stage, it’s unclear if the “Big Tent” approach We always advise our clients to familiar- parisons between their vision and the suc- will be the nascent movement’s key to suc- ize themselves with media outlets before cessful occupation of Tahir Square that led talking with them. Sometimes heading into cess or whether that all-inclusive ethos will to the rapid downfall of Egypt’s dictator ear- hostile territory can be strategic, like lead to a premature demise as various fac- lier this year. Most Americans associate the President Obama’s interview with Bill Egyptian occupation with images of joyous tions vie for control. But it’s undeniable that O’Reilly, but you need to be prepared or else crowds celebrating their liberation from the protesters have used several brilliant your frustrated response can play right into tyranny. communications strategies to gain so much their hands. One of the most popular viral Make no mistake: while Occupy Wall support in such a short amount of time. videos to come out of Occupy Wall Street so Street may seem like a disorganized mob at Here are five lessons from Occupy Wall far has featured a calm, intelligent protester times, they have some communications Street to consider when trying to gain trac- challenging the not so “Fair and Balanced” strategists on their side who know exactly tion for your cause: Let protagonists be your target audience agenda of a Fox News reporter. Fox News what it takes to win. never aired the footage, but a bystander’s Liam O’Donoghue is Senior Account “We are the 99 Percent” has become a video of the interview turned the quick-wit- Executive at Fenton in San Francisco. motto of this movement. In this narrative, anyone who has been disenfranchised by Wall Street’s greed can be a hero by step- ping up to fight back. This has inspired thousands of debt-burdened students, laid off workers and victims of foreclosures — the early adopters of the Occupy Wall Street movement — to share their own compelling stories on this website. The lesson here is that people don’t just want to “support” a cause; they want to be a part of the cause. Use powerful visuals to gain traction After more than a week of occupation, the only images most Americans had seen in the sparse media coverage were photos of dreadlocked kids, topless women and people with gray beards banging bongos. The Occupy Wall Street “brand” got a huge bump in mainstream credibility and attention when hundreds of airline pilots dressed in their work uniforms joined the protest to call for fair wages and benefits. The iconic images featuring a sea of well-dressed, middle class professionals undoubtedly made the decision of other unions to throw their considerable weight behind the tent- dwellers in Zuccotti Park much easier. Track coverage in real time When pushing a controversial agenda, controlling the narrative is crucial — and the key to doing this successfully is constantly monitoring mainstream and social

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REPORT Google+: What communicators need to know Most PR professionals are constantly on the look- and relationships his/her Google+ Circles — rather than the out for the next communications frontier. derived from their most prolific reviewer on a site or a activity on the social stranger’s opinion. Although we may be suffering from social media network. This could Privacy. Although many organizations fatigue, when Google decides to launch a new potentially provide are consistently berated for poor privacy networking platform, we need to wake up and more accurate and policies and practices, Google has for the pay attention. potent results — most part, been able to keep its squeaky By Sandra Fathi increasing Google’s clean image. Somehow the brand has still effectiveness and retained the trust of its customers in spite of utility for end users and businesses. some of the most aggressive tracking and e’ve seen the rise and fall of a Personalization. If Google knows what tracing of user activity in the market. At the variety of social networks over I’m searching for right now, imagine if it same time that the privacy advocate voices Wthe last five years but there has also knew what I searched for in the past, are increasing in volume, we are seeing an never been a social network initiated by a what colleagues and friends searched for, increasing trend of users forfeiting privacy company with so much clout, such a signif- what companies I’ve done business with. for content customization and value added icant user base and global presence as Almost all of Google’s services have some services. Google+ will provide significant Google. It’s not just that Google’s a finan- element of personalization and customiza- leverage for Google to learn more and more tion and Google+ can be that turbo boost of about its customer base and utilize that cial force to be reckoned with — it’s the intelligence that enables the company to information to enhance their experience sheer proliferation and infiltration of surpass any competitive offerings. and offer businesses more compelling and Google Apps and Google Services in the Advertising. Google has always been at unique ways to reach them. every day lives of businesses and con- the forefront of niche target marketing. Customer Relationship Management. sumers alike. Google+ is not building a user Google AdWords and AdSense platforms Could Google+ become your next CRM base from scratch — it’s already light years raked in $28 billion in 2010, helping com- tool? Depending upon how Google rolls out ahead of its predecessors in awareness and panies advertise to individuals based on its brand strategy on Google+, it could adoption in a broad spectrum of services their active searches and related content. If become the most powerful social media and products. That kind of power positions Google’s advertising solutions were to have platform for customer interaction and rela- Google to be a significant player in the intimate knowledge about each individual tionship management. If Google+ gets the social media landscape — if not to become advertising target — beyond their transient business offering right, it could combine the the dominant player that leaves its competi- search interests — the repercussions could business case for LinkedIn and the person- tors in the dust. be substantial. Now instead of just advertis- al appeal of Facebook, along with financial Although the benefits for consumers on ing to people searching for a new laptop and shopping data to provide businesses Google+ are fairly clear, the implications computer, an advertiser could provide spe- with extraordinary insights into customer for businesses are still convoluted. Google cial pricing to an individual that seems to behaviors, interests, networks and con- has announced it will be introducing a busi- have more influence over his/her communi- sumption — not just with one company but ness offering but so far has only allowed a ty on Google+ or customize the laptop offer with others in the industry or across a broad small number of organizations into its beta based on the users profession, special inter- spectrum of goods and services. In addition program. However, it will be the business ests or recent posts, for example. to the business intelligence, it could provide and brand presences on Google+ that have Shopping. Google has a number of offer- businesses with a marketing and advertis- the potential to change the ecosystem and ings and technologies that facilitate shop- ing platform for both short and long-term economics of social media and search. ping for both merchants and consumers. CRM — potentially challenging stalwarts The information and data Google+ will The company has a foothold in this arena such as Salesforce.com. be recording from the interactions and but hasn’t gotten it completely right just yet. Google+ is going to have an impact on interests of its users have the power to push Google’s attempts to infiltrate shopping social media and many other areas in con- it into new frontiers. The most prolific have been mixed. For example, Google sumer and business marketing. In the past, search engine will now have access to Product Search, formerly Google Products, organizations were often caught off guard unprecedented information about its users formerly Froogle, has not had the runaway when a social network entered and shook and their relationships, and potential uses of success that other Google ventures have up the market. With Google+, the warning this data will affect a variety of areas. had in the past. With the entire industry shots have been fired, and history has Search. Google is still the number one buzzing about social shopping as the next shown us that early adopters will have sig- search engine, with approximately 65% of great frontier, it’s Google that will have the nificant benefits in this arena. web searches. When coupled with the num- advantage if Google+ continues to grow at PR professionals need to be paying close ber of Google-powered searches on corpo- its current adoption rate. Although attention and preparing their organizations rate websites, Google’s web domination is Facebook has already integrated some now by starting the conversation early and on very firm ground. With the advent of shopping capabilities, Google can easily often regarding Google+ and its potential Google+, Google will be able to further eclipse the features, functions and market impact. This is an opportunity to lead the widen the gap between itself and competi- reach even with Facebook’s head start. strategy and discussions on what already is tors, not just based on search volume, but Google+ content could even be integrated a leading social media platform and a future on search intelligence and data. Google+ into third party shopping or opinion sites to driver of business value. data could be utilized to customize search provide recommendations from a user’s Sandra Fathi is President of Affect in results based on a user’s activities, interests personal group of trusted resources — New York.

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Q3 PR revenues strong despite ‘uncertainty’

Despite global economic worries, four of the major advertising for WPP topped $1.3 billion on 6% and PR conglomerates reported robust third quarter earnings growth in Q3. in late October, including solid gains at PR divisions as more WPP employs more than 112,000. marketers spend on social media. Publicis climbs, warns of slowdown Publicis Groupe, meanwhile, posted a By Greg Hazley and Kevin McCauley 5.5% increase in third quarter organic growth in North American on revenue million for ’11 acquisitions, $72 mil- of €685 million and 6.4% overall to lion of that account were “earn-outs.” €1.4 billion over Q3 of 2011. EOs pointed to reams of negative During Q3, OMC acquired India’s Its U.S. business climbed 5.2% dur- headlines about ongoing efforts to Sampak, which had been a Ketchum ing the quarter, but chairman and CEO Cavert a European financial melt- affiliate; TouchCast, a digital brand Maurice Levy warned of a slowdown in down, as well as sluggish growth in the activation company in New Zealand; Q4. U.S. in an apparent effort to show Biz Group, an integrated marketing “There will be no lack of challenges, resilience in ad and PR spending and services shop in Ho Chi Minh City, and but we have every confidence in the highlight the strong figures for the quar- Jump, a below-the-line communica- capacity of our teams to overcome ter. tions firm in Amsterdam. them, and in our strong strategic posi- IPG profits soar OMC’s nine-month profit increased tioning,” he said, noting a “climate of Interpublic on Oct. 28 reported Q3 17.1% to $680.7 million and revenues economic difficulty and uncertainty” operating income soared 73% to $173.2 rose 11.9% to $10 billion. and ZenithOptimedia forecasts which WPP PR revenues rise million on an 11.1 % rise in revenues to have been revised downward from $1.7 billion. WPP said Oct. 27 that third quarter 4.1% in July to 3.6% now. CEO Michael Roth said the robust revenues jumped 9% to nearly £2.5 bil- Levy said clients may cut media performance stemmed from a “cross- lion (about $4 billion), although the budgets “more heavily” because of section” of growth in its communica- increase was a more modest 4.7% sales and profit woes in the fourth quar- tions portfolio both here and in emerg- adjusted for acquisitions and currency ter. ing economies. fluctuations. Publicis, which acquired 186-staffer Despite the “macroeconomic uncer- The Ireland-based advertising and PR Schwartz Communications during the tainty,” Roth expects IPG will meet or conglomerate, owner of firms like quarter, said key account wins for the surpass its four to five percent organic Burson-Marsteller and Ogilvy PR first nine months at its MSLGroup PR growth and 9.5% profit margin targets. Worldwide, said its PR and public division included TAQA (UK and Harris Diamond, CEO of IPG’s con- affairs businesses were up 7.4% in Q3 Dubai); Ancestry.com (USA); AQMD- stituency management group, told — 6.4% for the first nine months — on Incremental (USA); AstraZeneca O’Dwyer’s that the Weber Shandwick, improvement in “almost all brands.” (China); ADP (China); Insinkerator GolinHarris and DeVries-led PR group Ogilvy, Cohn & Wolfe and specialist (China); Star TV (India); Bosch showed 10.8% organic growth for the Finsbury in the U.K., and (Germany); and Securite Routiere quarter and 8.8 % for the year. HeringSchupenerin Germany were sin- (France). He’s bullish as more and more chief gled out for strong growth. Havas revenues rise on NA gains marketing officers understand the need In U.S. dollars, Q3 PR/PA revenues France’s Havas, owner of Euro RSCG to commit PR dollars to IPG’s social were up 11.1% to $358 million over Worldwide PR, reported third quarter media offerings. 2010, and up 9.9% for the first nine revenue rose 5.2% to €387 million led The ad/PR combine’s Q3 $217.5 mil- months topping $1 billion in revenue. by solid growth in North America, lion net income was bolstered by a CEO Martin Sorrell said the company Asia/Pacific and Latin America. $132 million gain from the sale of half to date has seen “little, if any” cutback North American organic growth – of its Facebook holdings. in spending amid six global risks — excluding currency rates and consolida- For the nine-month period, IPG’s rev- fear of Euro contagion, lack of attention tion — rose 8.2% on revenue of €126 enue advanced 9.8 % to $4.9 million. It to the U.S. deficit, rising commodity million, compared with only 1.8% earned $273.2 million vs. $58.4 million prices, impact of Japan’s nuclear disas- growth in Europe with €195 million in a year ago. ter, uncertainties from the Arab Spring, revenue for the quarter. OMC Q3 net jumps 17% and the possible withdrawal of post- CO David Jones stressed that all Omnicom on Oct. 18 posted a 16.7% Lehman fiscal and monetary stimulus. regions grew for the first nine months of rise in Q3 net income to $203.7 million He said a predicted slowdown in the the year with Q3 organic growth its best on a 12.9% rise in revenues to $3.4 mil- U.S. and Western Europe has manifest- in three years. He called Europe “more lion. ed. restrained” in Q3 than in the first half of The Fleishman-Hillard, Porter “However, the continuous macro eco- the year, but improved over 2010. Novelli and Ketchum-led PR group nomic gloom and despair in the media Key wins included global corporate showed a 9.7% revenue gain to $307.1 and elsewhere must have some impact communications and social media for million during the quarter. PR was up on both corporate and consumer confi- music platform Deezer, as well as large 6.9% to $905.2 million. dence,” he said. assignments for Pernod Ricard, sanofi- CEO John Wren spent a healthy $343 In dollars, North American revenue aventis, and Turismo de Mexico.

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FEATURE Brands and media: a symbiotic love affair System Requirement: As the media landscape continues to evolve, reflective of an all-but-completely digital culture, media professionals and A Passion for Technology brands alike have been forced to change their approaches to delivering the most compelling content to their audiences while still maintaining consistent key messages. By David Racusin tent is a living, breathing thing and as sure ith the abundance of informa- as the sun rises and sets, evolution ensures At Edelman we understand the need to expertly tion and cacophony of that a change in content itself is a direct communicate technical details to technologists. More Wsources creating so much reflection of a changing demand. Source: Manta SMB Wellness Index: Sept. 2011. A new wave of contributed content noise, these messages often get lost in a importantly, we recognize that increasingly what matters black hole of oversaturation. Technology At the 2010 Techonomy Conference, has enabled us to access content anytime, Google’s then CEO, Eric Schmidt, shared most isn’t the technology itself, but how the technology the following statistic: “Every two days centric articles about as often as they post anywhere — and as a result, increased helps people work and live better every day. We’re stimulation and instant-access-demand has now we create as much information as we real-time news updates. Conference pre- caused a shift in traditional content con- did from the dawn of civilization up until sentations, keynotes and even customer skilled at building compelling brand narratives and sumption. In the past few years alone, 2003.” This staggering statistic highlights case studies are no longer single purpose but can be re-purposed, excerpted or notable publications such as the New York how user generated content has con- human interest storylines around the industrial tributed to our world of information. In serve as the backdrop for media content. Times and USA Today have seen declines this new era, however, we have also seen As publications turn to brands to provide designers, developers, product testers and in circulation upwards of 3.6% and 7.5% massive cuts in traditional journalism. them with this data content, an increas- respectively. However, nearly two-thirds Reporting staffs are being cut due to cost ingly data-inundated audience has visionaries behind technology. of Internet users — 65% — have paid to efficiency in a downturn economy. With become harder to engage — enter: info- download or access some kind of online this cutback, media are increasingly turn- graphics. The use of data visualization content from the Internet, according to a ing to outside sources for original thought and obsession with engaging and interac- So if you’re passionate about technology and recent Pew Internet study. People seem to leadership content. Publications like tive content has now given birth to what want to work with the top companies in the be more interested in accessing content via Forbes, Entrepreneur and Huffington Post has been dubbed “click candy.” This has social media channels on-the-go, than regularly feature bylined pieces authored resulted in an increased dependence on industry and alongside smart, motivated and actually sitting down to consume it direct- by industry leaders, ranging from tech brands to provide compelling trends via ly on publication sites. evangelists to education gurus. such channels as customer indexes. fun people, then Edelman is the place for you. A recent study from the CTIA showed While just a few years ago “contributed Companies such as Cisco have gone so there are currently more mobile devices in content” may have been characterized by far as to release monthly infographics on the U.S. than people. According to Pew bylines, it has now expanded to take on a their blogs in an attempt to engage the Internet 35% of all adults own a smart- plethora of different formats, such as guest data-hungry audience. The iPad has also phone and 87% of smartphone owners blogging, white papers and infographics. contributed to the hunger for visually access the Internet or email on their hand- In turn, brand leaders are now actually appealing data. While only 8% of US t Enterprise Technology held, including two-thirds (68%) who do becoming reporting staffs themselves and adults own a tablet, like an iPad, the high- t Semiconductors so on a typical day. This change in how in the process, creating awareness and dia- est rates of tablet ownership are among content is consumed led publications such logue around topics such as the economy, Hispanic adults and those with household t Telecommunications as the New York Times and Wall Street technology and even global issues like the incomes of at least $75,000 annually. An end in sight? Journal to move from unlimited free con- Arab Spring, once the sole domain of beat t Mobility tent online to paid subscription models. reporters. Their direct access to and So what does the crystal ball hold and t Data Privacy & Security This evolution of digital media has knowledge of industry trends creates a what can we expect to see as this trend resulted in a symbiotic relationship perfect storm for strong thought leadership continues to spur a new “bredia” (brand + t Sustainable Technology between brands and the media, and has amongst both industry professionals and media) revolution? The truth is in the created an opportunity for companies speculators alike. According to long time numbers. With 53% of tablet owners con- t Brand Technology themselves to create thought leadership on media reporter, columnist and editor, Sam suming news daily, there’s clearly no t Digital Entertainment & Technology a variety of issues in the market. The land- Whitmore, “Vendors have two things tech shortage of demand for content. What scape for media opportunity has evolved journalists want: a window into how tech- remains to be told, however, is exactly t Analyst Relations from the expert source to a content part- nology is evolving, and a window into how this demand will affect future rela- nership in which brands not only create what customers are doing with this tech- tionships. Brand leaders and reporting their own content kingdom but supply it to nology. Tapping into either or both is the staffs have a good thing going but as the media. Companies like Abextra, Bizo shortest path to placement success.” newsrooms shrink and companies flour- and even big names like Virgin and Packaging data-infographics ish, this good thing may go sour like a Starbucks have all seized the opportunity With the accessibility and prominence bad romance; or, like a true happy end- We are Edelman. Join us. to take a strong stance on issues that affect of industry data, verifiable proof points ing, this love affair could end in media not only their companies directly, but the can lend credibility and enhance readers’ matrimony. www.edelman.com industry and world as a whole. As the old trust. Publications such as the Wall Street David Racusin is an Account Associate adage goes, “content is king”— but con- Journal and the Atlantic turn out data- at Borders + Gratehouse. Twitter: @edelman_careers

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System Requirement: A Passion for Technology

At Edelman we understand the need to expertly communicate technical details to technologists. More importantly, we recognize that increasingly what matters most isn’t the technology itself, but how the technology helps people work and live better every day. We’re skilled at building compelling brand narratives and human interest storylines around the industrial designers, developers, product testers and visionaries behind technology.

So if you’re passionate about technology and want to work with the top companies in the industry and alongside smart, motivated and fun people, then Edelman is the place for you.

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REPORT Amsterdam reveals newest global marketing capital Amsterdam is a city of contradictions. It’s a place that manages to blur the lines between old and new; its spiraling canals, bicycle swarmed streets and storied museums hearken times past, yet it’s a culture that thrives with a youthful creativity. It’s a historic city that avoids being stoic, one that continuously reinvents itself while maintaining a timeless veneer. And now, a deluge of local creative talent, combined with a series of new government tax incentives to attract foreign investment, has Amsterdam poised to become one of Europe’s most vibrant marketing epicenters. By Jon Gingerich

along with Interpublic unit perfect storm of contribut- GolinHarris). WPP flagship Hill & ing economic, social and Knowlton has run an Amsterdam Apolitical factors has office since the 1970s. cleared the way for what some “It started with the big guys,” experts believe could be an indus- said Daniel van Vulpen, Area try diaspora in the Dutch capital. Director of the Netherlands First there are the obvious fac- Foreign Investment Agency, a tors. The country is sitting on a government business forum that is bounty of preexisting wealth. part of the Dutch ministry of pub- Ranked by GDP, the Netherlands lic affairs. “Now there’s a nice mix has the 16th largest economy in of international and Dutch talent. the world. But its affluence is nim- There’s collaboration between ble. A large chunk of its national industries to make this growth income is derived from its banking happen. There’s not that sense of and insurance industries, but it’s competition you see in other also Europe’s second largest pro- places. In general there’s an under- ducer of natural gas (and ninth in standing that we need to bring in the world). Rotterdam holds people who are specialized.” Europe’s biggest seaport. Long Embracing outside talent standing trade deals with Korea, The Netherlands’ plentiful China, Japan and Brazil have laid resources, monetary endowment a healthy tradition of foreign and groundswell of powerful investment. Then there’s tourism. domestic brands would be enough Amsterdam is repeatedly Europe’s to safely bet the country is in good most popular destination, receiv- shape for growth in its creative ing an average of nearly five mil- services sector. But there’s some- lion visitors a year. Not bad for a thing else. A slew of recent eco- town whose urban cluster houses nomic initiatives spearheaded by only about 700,000. the Dutch government has begun Chances are you’re probably attracting international attention, familiar with a number of famous and now a swarm of international Dutch brands: Unilever, companies — both multinationals Heineken, Philips or coffee giant and independent shops — are Douwe Egberts. American compa- moving to the Dutch capital at a nies like Nike have set up flagship clip faster than most European offices there. Tommy Hilfiger cities. famously moved their internation- For several years the country al headquarters from the U.S. to has undertaken one of Europe’s Amsterdam. The Netherlands is most voracious foreign investment now currently home to nearly campaigns to integrate outside tal- 1,800 U.S. companies, and the ent into Amsterdam’s preexisting numbers keep growing every year. pool of creatives. Current corpo- Multinational ad conglomerates rate income tax rates in the seeking to take advantage of this Netherlands — 25% — are attrac- market began setting up shop in tively low for a European nation. the capital a long time ago. The Dutch tax system now pro- Omnicom giants Fleishman- vides a new rate — 20% — for the Hillard and Ketchum both have first € 200,000 in taxable company offices in Amsterdam (Ketchum has a second office in The Hague, Continued on next page All photos by Jon Gingerich.

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profits made by an international tax cuts might have something to company. do with the recent glut of profes- Then there’s the country’s sional migration into the city. famous 30% ruling. If you’re an “What Holland has seen in inno- employee brought from abroad to vation is key to the country’s work in the Netherlands, the Dutch future. [The Dutch] are creative in government will now reimburse an applied sense, but they need a your company 30% of your salary, creative push to get them where as long as your trade has been des- they want to be and they’re looking ignated by the government a scarci- to the idea of import to maintain ty in the Dutch market. An example that creative edge,” Verschoor said. of one such scarcity? Creative serv- “In general people see this as a pos- ices. itive thing, as bringing a more cut- Perhaps not coincidentally, an ting edge to the economy. The influx of foreign advertising, PR Dutch are very open in terms of and marketing shops are now tak- how they look at their own borders. ing residence in the Dutch capital. They believe a mix of culture and A growing number of independent diversity leads to great things. They firms already popular in their native believe they need the best of all countries — like Sixty Layers of worlds.” Cake (South Africa) and power- A culture of creativity houses Taxi and Sid Lee (both from One could argue that Amsterdam Montreal) — are now cropping up is a town made for the ad and mar- along Amsterdam’s canals and keting industry, a place where cre- thoroughfares. ativity is woven into the cultural London-based market research fabric. For one, it’s an extremely agency BrainJuicer is one such diverse city, a living test market. shop. The company opened its new Amsterdam is currently home to office in Amsterdam less than five more than 170 different nationali- months ago. Managing Director ties — about half of its citizens are Carola Verschoor said many of from other countries. It’s also an BrainJuicer’s clients are interna- educated city. Its universities are tional, and for several years they’d almost as famous as its museums, been receiving a growing roster of and Amsterdam has an unusually Dutch clients who wanted local high penetration of print content representation. Though their boxes consumption — magazines, news- aren’t yet fully unpacked, already papers — for a city its size. It’s also the company’s new Amsterdam a city internationally famous for its digs are swarming with a range of tolerance and progressive legisla- Dutch business. Current clients tion. It’s a culture that encourages, now include Dutch telecom, phar- even cultivates, creativity. maceutical, energy and petroleum Then there’s the technological companies. Japanese running shoe penetration. According to Herman maker ASICS and Dutch dairy Kienhuis, Manager of Business giant Friesland Campina are also Development for Sanoma Media clients. — a top Dutch consumer magazine “We were growing and wanted to publisher — the Netherlands takes be closer to our Dutch clients. We residence in the top group of smart also wanted to be closer to the cre- phone adaptors, selling more iPads ative community in Amsterdam. It per capita than anyplace in the just made sense to open an office world (one in 16 people in the here,” she said. “Market research Netherlands own an iPad). It’s an has the power to inform and unusually tech savvy culture, one inspire, and we believe we can that adapts readily to change. effectuate that change in Already Amsterdam is teaming Amsterdam. We want to be the with local industry talent. Dutch change agents, and that means we marketing giants like DDB, FHV have to have local experts on the and 180 Amsterdam have been big ground. We intend to keep it that players in the local ad industry for way.” decades. Each operates globally but While Verschoor cited with a sensibility that is patently Amsterdam’s creative tapestry and Dutch, offering an international a close proximity to their clients as marketing and branding perspec- a reason for BrainJuicer’s new Continued on page 24 satellite, she admitted the alluring

NOVEMBER 2011 WWW.ODWYERPR.COM 23 Novmagazine:Layout 1 11/1/11 11:54 AM Page 24

AMSTERDAM MARKETING Amsterdam-Noord home. Firm Partner Martijn Pater referred to the Continued from page 23 neighborhood a “playground for artists,” a place that has been gaining tive that was born and raised in the traction since the country began its local market. rebound from the global economic “Amsterdam is changing, but it slowdown several years ago. Indeed, socialactivation needs to move faster and stop split- inside a former airplane hangar ting itself down local and interna- across the lot from the MTV studios, tional lines,” said Chris Baylis, a colony of set designers, architectur- Executive Creative Director of al consultants and furniture makers Tribal DDB, a subsidiary of DDB work in makeshift 200-square-foot Amsterdam. Baylis said this “split” cubicles constructed side-by-side can be illustrated in the fact that his across the length of the hangar. agency is the only office in Amsterdam’s new creative under- Amsterdam that employs a majority ground bears a striking resemblance of Dutch natives while tackling a to a very large, very vibrant club- majority of international business. house. Most Amsterdam agencies, by con- Fronteer Strategy was formed in trast, either employ locals who work 2008. Their clients include big on local campaigns or international names like Heineken and Dutch air- agencies that employ solely expats. line KLM. Pater is a proponent of the “After all, the majority of awards marketing strategy known as “Co- have been won in the last few years Creation,” an open source marketing socialstorytelling by internationally focused agencies equivalent of crowdsourcing that for global clients, not local agencies unites a select cadre of interdiscipli- working for local clients. What nary members across the branding Tribal have managed to do is use a spectrum — developers, stake-hold- mix of local and international talent ers, even consumers — to share and to go after international opportuni- create relevant brand solutions under ties. Other countries are often more one umbrella. local and, in an increasingly global- “We have a very international out- ized world where clients are looking look, also because our own home for efficiencies and control, local market is so small,” Pater said. “We budgets are shrinking and the work have a history of thinking bigger becomes small, tactical and irrele- than our local culture or market. This vant. This is happening more and makes us [happen] upon to new more in London. New York still has ideas. Also, we tend to have a rela- cates visitors to the many travel, business and cultural the advantage that local means 250 tively high level of creatives living in activities in the Dutch capital. million people who all speak the the city. It is a playground with a Apparently the campaign is working. Foreign direct socialnetworking same language,” he said. high quality of life appealing to peo- investment into the Netherlands for 2010 included 155 “Amsterdam needs to protect its ple tired of the London or New York foreign projects, accounting for planned investments of bilingual and international advantage grind.” $1.3 billion and representing 3,793 jobs. North America and continue doing great global Back in Amsterdam proper there’s was responsible for about 32% of this growth. The indus- work.” the Miami Ad School’s Amsterdam tries taking the greatest share of these projects? Marketing Amsterdam is literally landlocked campus, located off the Herengracht and sales. by its tracts of feeder canals built in canal just a short walk from the In October, Amsterdam ranked number-four in the 1600s. As a result, many of its famous Westerkerk church and the Cushman & Wakefield’s annual “European Cities newest business districts now lie on a Anne Frank House. Monitor” poll, which ranks international corporate per- sprawling periphery. One area where Students from all over the world ception of cities across Europe. Amsterdam’s gains are its creative fauna is flourishing is in flock to Amsterdam for an intensive significant; they’re up two points from their previous the Amsterdam-Noord (Amsterdam 10-week course on advertising. The position of sixth in 2010. North) neighborhood. Located on school’s Director is Peggy Stein, a “Amsterdam is renowned for its diversity and creativ- the northern shores of the IJ bay, the 30-year ad industry veteran and Co- ity,” said Amsterdam Deputy Mayor Carolien Gehrels. Amsterdam-Noord neighborhood is Founder of the shop One Big Gehrels spoke with O’Dwyer’s from the roof of The Mint rfrelate@ruderﬁ nn.com housed on the banks of a former Agency, whose offices are located in Hotel, a luxury hotel that held its ribbon cutting ceremo- shipyard, accessible by passenger the same building as the school. ny that evening. A stone’s throw from Amsterdam’s ferry. It’s recently been heralded the City on the move Central Station, the new hotel has created 230 new jobs in “new creative capital” of the city. The city’s successful “I amster- the city. Already, companies like MTV, Red dam” campaign has been cited as “Our international reputation is growing, and we’re Bull and VH1 have offices there. instrumental in getting outsiders to very proud to be in that league,” she said. “Our strategy is Fronteer Strategy, a brand consult- take notice of the Dutch market. A to bring Amsterdam to the world. I hope we can be a very ing and development firm, is another multifaceted marketing salvo in the important place, a gateway between Europe and the creative group that now calls vein of “I ♥ NY,” I amsterdam edu- United States.” The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com

24 NOVEMBER 2011 WWW.ODWYERPR.COM Novmagazine:Layout 1 11/1/11 11:54 AM Page 25

socialactivation

socialstorytelling

socialnetworking

rfrelate@ruderﬁ nn.com

The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com Novmagazine:Layout 1 11/1/11 11:54 AM Page 26

Profiles

O’Dwyer’s Guide to: HIGH-TECH AND TECHNOLOGY PR

11.11

Thinking® — the company’s process for identifying and cre- atively communicating a client’s strategic differentiators, helping them to compete and succeed. The deep expertise of the agency’s dedicated account teams drives technology communications for clients in specialized segments, including consumer, enterprise, SMB, health care, cleantech and industrial. The agency’s Client Solutions Group provides services to inform and accelerate clients’ marketing communications, digital and social media, and brand strategy programs. Clients: Achates Power, Altair Engineering, Brookstone, Andy Getsey, Co-Founder & CEO of Atomic Public Relations. Carbonite, CiRBA, DRS Technologies, eBay Classifieds, eBay Motors, ePrize, Faurecia, been named Bulldog Reporter’s Fry, LinkedIn, LPG, AFFECT 2011 Small Agency of the Year MarketTools, Metafile, and recently was named to the Michigan First Credit Union, Inc. 5000 list of America’s Microsoft, MobiTV, Modius, 989 Avenue of the Americas fastest growing private compa- MotiveQuest, New Economy 6th Floor nies. Initiative for Southeastern New York, NY 10018 For more information, visit 212/398-9680 Michigan, NVIDIA, Parrot, our website www.affect.com, PhotoMedex, PunchTab, Qgiv, Sandra Fathi, President of www.affect.com Affect. Blog: www.techaffect.com blog www.techaffect.com or fol- Revation, Royal Oak Industries, Twitter: @teamaffect low us on Twitter @teamaffect. Sacred Heart, Slalom www.facebook.com/affect Consulting, SpeedGauge, Trend es of 100% or more across AIRFOIL PUBLIC Micro, VisualOn and numerous measures of PR pro- Sandra Fathi, President & RELATIONS, INC. Zoomerang. gram impact compared to pre- Founder Atomic baselines, often on Leslie Campisi, Vice President & Partner ATOMIC PUBLIC lower budgets than before. 1000 Town Center Drive, #600 Atomic PR has powered numer- Southfield, MI 48075 RELATIONS ous breakthrough campaigns for Affect is an award-winning 248/304-1400 public relations and social Fax: 248/304-1401 progressive consumer, technol- media agency specializing in [email protected] 735 Market St., 4th Floor ogy and entertainment brands business-to-business technology www.airfoilpr.com San Francisco, CA 94013 from exciting start-ups like 415/593-1400 communications. Located in Mint.com, LivingSocial, [email protected] DropBox, Fusion.io and Smule, New York City, we combine 399 West El Camino Real, #300 www.atomicpr.com smart people, creative ideas and Mountain View, CA 94040 to larger brands and leading publicly traded companies hard work to achieve stellar 650/691-7300 Andy Getsey, Co-Founder & results for our clients. [email protected] CEO including IMAX, SONY, Our team of quick thinkers, James Hannon, Co-Founder & Verizon, Intuit, LinkedIn, engaging writers, fearless media Lisa Vallee-Smith, CEO CIO Polaroid and Pioneer. Janet Tyler, Pres. Atomic has offices in San relations specialists and mar- , Sr. VP Tracey Parry Atomic mixes top flight PR Francisco, New York, Los keters are passionate about what Leah Haran, Rich Donley, Keith they do and are unafraid to pop Donovan, Sharon Neumann, and media relations with social Angeles, London and Munich. open the hood to learn how our VPs media, events, guerilla pro- Atomic is part of Grayling, a clients’ technology works. Kevin Sangsland, Dir., Sales & grams, video and search engine leading global agency with 73 We’re early adopters and apply Marketing optimization, enhanced with the offices in 40 countries across our insatiable curiosity to every sophisticated use of custom the world. More information: assignment. We constantly push Airfoil is a leading independ- communications analytics for www.atomicpr.com. Follow ourselves to raise the bar, come ent marketing and communica- strategy building, creative plan- Atomic on Twitter: up with new ideas and flexibly tions firm for both emerging and ning and detailed program www.twitter.com/AtomicPR change and shift our priorities as established technology brands. results measurement. Many and like us on Facebook: the client demands. Affect has Airfoil is known for Higher Atomic clients achieve increas- www.facebook.com/AtomicPR.

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PROFILES OF HIGH-TECH & TECHNOLOGY PR FIRMS

ty, corporate reputation and sales 15-year track record of develop- BAROKAS PUBLIC lead generation as well as nur- ing creative, high-impact market- ture individual opinions and atti- ing and public relations programs RELATIONS tudes about their brands. The for national technology clients firm is headquartered in San such as AWS Weatherbug, 71 Columbia St., #325 Francisco with additional offices Capgemini, Collective Media, Seattle, WA 98104 in Brooklyn, NY. Corvil, FiberNet, Invest Northern [email protected] Clients include: Antenna Ireland, S1 Enterprise, Telcordia www.barokas.com Software, Baynote, BDNA, Technologies, Teliris, Cambium Networks, TowerGroup, MSN, Virgin Ralph Fascitelli, President CoreMedia, Guardian Analytics, Mobile, Windows Phone, Ziff Barokas is the leading mid-size Jericho Forum, Motista, Davis and Zipcar. Founded in PR firm in the Northwest; large NatureBridge, Little Kids Rock, 1996, the firm serves a range of enough to offer the bandwith and The Open Group, OPENLANE, needs including brand position- range of services you need to suc- Panda Security, Platform ing, media relations, analyst rela- ceed, but not too big that you’ll Computing, Protegrity, tions, social media / digital strate- get lost in the shuffle. Our sweet Recyclebank and Sociable Labs. gy and execution (through our spot is venture and angel backed, dedicated digital practice), edito- tech and wireless companies in CATAPULT PR-IR rial services, new product intro- the Northwest and the Bay Area. ductions, meeting planning and About one third of our business is execution, special events, adver- 6560 Gunpark Dr., Suite C tising, video production and col- in Silicon Valley where we Boulder, CO 80301 strongly believe we can match the 303/581-7760 lateral materials design. Find us quality of local PR firms but at a Fax: 303/581-7762 at www.facebook.com/cooperkatz significant reduction from local [email protected] and youtube.com/cooperkatzandco. market rates. Take a minute and www.catapultpr-ir.com visit our site at www.barokas.com COYNE PUBLIC to see what our clients say about Ranked the leading technolo- RELATIONS us, and then give us a call at gy PR agency in Colorado, Terri Douglas. Co-Founder and 206/264-8220. Catapult PR-IR helps B-2-B Principal of Catapult PR-IR. technology companies establish 5 Wood Hollow Road BATEMAN GROUP market-leading positions Parsippany, NJ 07054 through strategic positioning 973/588-2000 www.coynepr.com and messaging, aggressive 1550 Bryant St., Suite 770 media and industry analyst rela- 1065 Avenue of the Americas San Francisco, CA 94103 tions, and social media and 28th Floor 415/503-1818 community building. New York, NY 10018 Fax: 415/503-1880 Hence the name, Catapult is 212/938-0166 [email protected] expert at coordinating and exe- www.bateman-group.com Thomas F. Coyne, CEO Blog: www.batemanbanter.com cuting high-impact company/product launches. It strongly Dr. Norman Booth, Vice believes that relationships still President, Business and 540 President Street, 3rd Floor Technology Practice Brooklyn, NY 11215 matter and that it is vital for 718/576-2463 companies of all sizes and types Coyne Public Relations has to connect with key influencers established itself as one of the Fred Bateman, CEO on a personal level. The result is leading independent full-service Bill Bourdon, SVP clear and consistent messaging Tyler L. Perry, VP public relations firms in the coun- to the market, and an ongoing try representing an impressive Lisa Melsted, Dir. “win-win” relationship that ben- Shannon Hutto, Acct Mgr. collection of international corpo- efits both parties. rations, top national brands and Bateman Group, Inc., is a full- Catapult’s success stems from first-class organizations. No service public relations and its personal and professional agency possesses a better combi- social media communications service, along with partner-level nation of strategic perspective, firm focused on disruptive com- account involvement and strate- business and technology experi- panies re-shaping the way we gy. It is the preferred agency for ence, unbridled creativity, and work, live and play. technology companies looking client-centered service than our Differentiated by genuine con- to establish and build market- nationally recognized firm. tent expertise, exceptional writ- leading potions. Coyne’s Business and ing skills and a senior-level Technology group has extensive Bateman Group CEO and staffing model, Bateman Group’s COOPERKATZ & experience representing clients in Founder Fred Bateman. objective is to make a bigger CO., INC. a variety of sectors, including: market impact for a smaller, consumer and enterprise technol- more select group of companies. ogy, business and financial com- Bateman Group was among the 205 Lexington Avenue, 5th Floor munications, technology infra- breakthrough technology for New York, NY 10016 Qualcomm mobile applications first to architect a truly integrat- www.cooperkatz.com structure and applications, profes- ed service offering combining sional and consulting services, technology, our team possesses a traditional PR best practices with Andy Cooper, Principal health care information technolo- wealth of business and technolo- the latest techniques in social Ralph Katz, Principal gy, mobility and consumer elec- gy experience, which connects media marketing. Anne Green, President, CEO tronics. From creating momen- key influencers and audiences Clients turn to Bateman Group tum in advance of a new mobile across the entire business and to improve customer connectivi- CooperKatz & Company has a application launch to promoting technology spectrum.

ADVERTISING SECTION NOVEMBER 2011 WWW.ODWYERPR.COM 27 Novmagazine:Layout 1 11/1/11 11:54 AM Page 28

PROFILES OF HIGH-TECH & TECHNOLOGY PR FIRMS

for each of our clients, from policy makers to partners to shareholders to customers. EDGE COMMUNICATONS, INC.

17328 Ventura Blvd., Suite 324 Encino, CA 91316 818/990-5001 Fax: 818/990-5016 www.edgecommunicationsinc.com Coming Soon: www.edgewise.us.com

Kenneth Greenberg, President Sara Flint, Vice President

Qualcomm Incorporated charged Coyne Public Relations with gen- Established in 1996, Edge erating media coverage of its new mobile gift card application, Communications, Inc. is an inno- SWAGG. To supplement tech-focused outreach, Coyne leveraged vative all-star team of senior- Kelly Bensimon of the “Real Housewives of New York” for a day- level communications profession- long Radio and Internet Media Tour in NYC. The effort has generated als, unified by a no-nonsense more than 100 million media impressions. Key placements include: approach that builds companies, USA Today, The New York Times, CNNMoney.com, Techlicious.com, brands and reputations. Through FOX Business News and CNN American Morning. “better thinking and relentless execution,” we express our work ethic and our core value of premi- Pete Pedersen, Global Chair of it’s solving complex systems um, personal service. We com- Edelman Technology. EDELMAN integration problems, extolling plement our media relations the benefits of cloud computing expertise with a full suite of writ- or showing how software ing services. Our clients range engagement. Our Social Media 250 Hudson Street, 16th Floor addresses a myriad of societal, from startups to members of the Opportunity Research and New York, NY 10013 enterprise, SMB and end user Fortune 1000 — in technology, Evaluation (SMORE) tool cre- 212/768-0550 ates a competitive benchmark to www.edelman.com needs, we connect clients and professional services, emerging audiences with stories that media and consumer products. prioritize and shape social media plans, while our custom Pete Pedersen, Global underscore the “who” and the Technology Chair “why” that makes it all matter. FAHLGREN listening posts allow us to mon- We can speak bits, bytes, pixels itor activity around issues and Edelman’s Global Technology and polygons with the best of MORTINE brands across platforms. Our practice takes a holistic them. But often, our clients are public relations services are approach to PR by integrating looking to break out of the tech- 4030 Easton Station, Suite 300 supported by a full complement closely with each client’s strate- nology echo chamber and attract Columbus, OH 43219 of advertising and digital capa- gic business objectives, building the attention of broader audi- 614/383-1609 bilities. and growing brands credibly and ences. Edelman has subject mat- [email protected] measuring results in terms of ter experts who work collective- www.fahlgrenmortine.com FEINTUCH Twitter: @FahlgrenMortine sales, reputation and sustainable ly to develop solutions to engage COMMUNICATIONS competitive advantage. Whether the most important stakeholders Neil Mortine, President and CEO Dennis Brown, SVP, Technology 245 Park Ave., 39th Floor New York, NY 10167 Fahlgren Mortine brings a 212/808-4901 new perspective to technology Fax: 212/808-4915 public relations and marketing [email protected] driven by a service philosophy www.feintuchcommunications.com that reflects our Midwestern www.ecpglobal.com roots and a solutions-oriented approach that enables us to Henry Feintuch, President “think wider.” In addition to results-oriented media relations The recipe for smart and programs, which represent the impactful technology public core of our public relations relations isn’t complex – devel- offering, Fahlgren Mortine spe- op a clear and concise message, cializes in helping technology target it carefully, tell a story companies (and B2B companies and engage with your audience. differentiating on the basis of At Feintuch Communications, technology) crystallize their we have specialized in tech PR messages and develop content for nearly three decades — from that supports inbound market- yesterday’s bag phones, room- Neil Mortine, President and CEO of Fahlgren Mortine. ing, drives media relations suc- Continued on page 30 cess, and fuels social media

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PROFILES OF HIGH-TECH & TECHNOLOGY PR FIRMS

Gibbs & Soell, an independent public relations firm since 1971, has experience in a wide spectrum of technology and industrial markets ranging from consumer electronics, integrated facility controls and telecommunications products, networks and services, to e-business/new media models, software, scien- tific instrumentation and industrial automation equipment. Gibbs & Soell also offers its PR counsel to businesses delivering greentech solutions which leverage technology to achieve sustainability. Public relations services include corporate communications, marketing communica- Feintuch Communications launched search and analysis software tions, event marketing, employ- client MIIAtech at CRM Evolution Trade Show with a show sponsor- ee communications, leadership ship (full page ad, booth, giveaway), a custom video and media and positioning, social network- analyst meetings. ing/digital media outreach, Luica Mak, Managing Director communications research and of Hoffman’s European opera- of the country’s leading PR evaluation, and communications tions. FEINTUCH COMMS. agencies, representing some of training including I Power™ , a proven, dynamic process for Continued from page 28 the world’s best known companies and brands. We practice creating and delivering clear, concise and compelling commu- all of our senior consultants 21st-century PR by fusing old manage and are actively and new media strategies into nications. sized supercomputers and main- engaged in client work. Our breakthrough campaigns for our Gibbs & Soell is a leading frame voice response systems to senior people both oversee and clients. B2B voice online with The G&S today’s cutting edge mobile contribute to the implementation GA is a firm with a mission: Spark (http://spark.gibbs- apps, security solutions, ad tech, of client programs. This results to lead our clients through high- soell.com), the agency’s blog biotech and green tech. in two key benefits — a high- profile challenges with bold for advanced manufacturing and We are a strategic relations level understanding of each work that makes a real impact energy communicators. firm which delivers an integrat- client’s business and superior in the world. Client Experience: ed set of public relations, implementation. We are known for three ACC/Cybersecurity Program, investor relations, business Everyone, including our man- things: creativity, new media Ag Software Designs BenQ, start-up and marketing/creative aging directors, vice presidents savvy and a culture that fosters Chemical Information services. We call it “integrated Technology Council, Mitsubishi and general managers, uses his TM concierge-like service. We are thinking ” because every or her relationships and assets to fast and we are smart. Electric Automation, Molex, assignment doesn’t always fit drive the success of our clients’ GA is led by seasoned, senior Nitech Corporation, PNY neatly into a plain vanilla RFP. programs. practitioners with award-win- Technologies, Rexel, Sage Our team enjoys helping our We take a holistic approach in ning experience in communica- Software, Siemens, Tridion clients think through their busi- creating communication cam- tions, technology, politics, Corporation and U.S. Robotics. ness challenges and developing paigns as opposed to solely media, finance, marketing, pol- smart solutions that impact their depending on media relations. icy-making and management. THE HOFFMAN business. We welcome the Our work often combines social GA has offices in opportunity to think through AGENCY media, digital, search engine Washington, D.C. and Los your needs. optimization (SEO), thought Angeles, as well as closely- leadership as well as traditional affiliated partners in Europe 70 N. Second Street GIBRALTAR San Jose, CA 95113 PR. Such an approach puts a and South America. For more premium on not just building information, visit our website at 408/286-2611 ASSOCIATES Fax: 408/286-0133 content, but building the “right” www.gibraltar-llc.com or fol- [email protected] content. Toward this end, the low us on Twitter www.hoffman.com Agency embraces storytelling 555 13th Street, NW, Suite 4 East @GibraltarAssoc. Washington, DC 20004 techniques and even conducts 202/534-1700 The Hoffman Agency advises workshops on storytelling (for www.gibraltar-llc.com GIBBS & SOELL companies on applying commu- both in-house communicators [email protected] nications to build brands, fortify and executives). 60 E. 42nd St., 44th Floor reputations and sell prod- For clients with global needs, , CEO & Co-Founder Eric Bovim New York, NY 10165 ucts/services. The Hoffman Agency’s opera- Thomas J. Pernice, Chairman & 212/697-2600 Co-Founder With a heritage in the tech- tion extends across Asia Pacific, Fax: 212/697-2646 nology sector, the firm today Europe and the United States. James C. Lake, President & [email protected] Partner www.gibbs-soell.com focuses on markets of complex- By taking a collaborative spark.gibbs-soell.com ity: telecommunications, energy approach to implementing pro- Since its founding in 2007, and financial services, as well grams, the company can lever- Gibraltar Associates (GA) has Cos Mallozzi, CEO as technology. age content and thinking across grown quickly to become one Luke Lambert, Pres., New York In contrast to the mega shops, geographies. This mentality is

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further cultivated by a financial 22 years, the 80-person, inde- structure that does not place P/L pendently owned and operated at the individual office level. agency offers strategic marketing In short, our work reflects the PR services including creative sophistication of a large agency brainstorming and facilitation, with the handcrafted execution traditional and digital media rela- excellence of a boutique. tions, social media marketing, special event production, new HORN GROUP product introductions, local market events, spokesperson tours and crisis counseling. 612 Howard Street San Francisco, CA 94105 Hunter PR’s experience in the 415/905-4000 tech sector has been driven by Fax: 415/905-4001 public relations campaigns as [email protected] innovative as the products we To help build awareness — and explain the need for — an emerging www.horngroup.com represent, including ground- category in projection (battery operated pocket-sized projectors), breaking developments from cat- Hunter PR teamed with Epipheo Studios to create a 90-second ani- Horn Group is a digital com- egory leaders such as 3M and munications firm specializing in Motorola. A strong foundation in mated film that highlighted the product line’s functionality and pos- public relations, interactive traditional media layered with the sible use scenarios. The film was distributed via the brand’s existing design and social media. Named viral power of social platforms social media channels Facebook, Twitter and YouTube, as well as “2011 Technology Agency of the delivers clients with the kind of through blogger outreach and in-person event screenings. Year” by the Holmes Report and hard-hitting, buzz-building place- a “Best Mid-Sized Agency” by ments that move products, build other online channels. izing in technology, with an PRSourceCode, the company brands and redefine categories. exceptional track record of represents established brands After expanding Kaplow’s presence to San Francisco last year by establishing clients as market and hot start-ups in the technol- KAPLOW leaders. From consumer prod- ogy, media and consumer sec- opening an office in the city’s bustling South of Market technolo- ucts to networking and enter- tors. prise software, K/F has consis- Horn Group was founded 19 West 44th Street, 6th Floor gy district, Kaplow further bol- New York, NY 10036 stered its technology PR capabili- tently helped to drive many of twenty years ago by Sabrina 212/221-1713 the top tech trends. Horn and is based in San ties with the addition of David www.kaplowpr.com Richeson to its senior leadership Team experience includes Digg, Francisco and New York. The Apple, Chomp, TwitVid, agency also co-founded the team, heading up consumer tech- Kaplow West nology and social media for the SimpleGeo, Edgewater Networks, Oriella PR Network, an alliance 795 Folsom Street, 1st Floor ACDSee, SuperFish, TechBargains, of like-minded agencies around San Francisco, CA 94107 agency. 415/291-2937 Flock, Equinix, Composite the world that partners together Software, Oracle, Billeo, Covia to service international clients. K/F Liz Kaplow, CEO Labs, Alacritech, Talari Networks, To learn more, visit COMMUNICATIONS Cisco, Juniper, Peribit Networks www.horngroup.com, call +1 Kaplow is an award-winning, and the Peninsula Traffic 888.271.8989 or @horngroup. full-service agency with deep 601 Fourth St., Suite 204 Congestion Relief Alliance. expertise in consumer technology, San Francisco, CA 94107 Senior staff personally lead each HUNTER PUBLIC mobile and Internet communica- 415/255-6510 account’s day-to-day efforts in col- RELATIONS tions, e-commerce, software, and [email protected] laboration with client teams. media. www.kfcomm.com K/F employs a proprietary Kaplow continues to build best- methodology that results in a 41 Madison Avenue, 5th Floor in-class technology brands and has Julie Karbo & Dave differentiated market position- New York, NY 10010-2202 Fonkalsrud, Partners ing and strategic, effective pro- 212/679-6600 long-term relationships with industry leaders Skype, GSI [email protected] K/F Communications is an Continued on page 32 www.hunterpr.com Commerce, HauteLook and award-winning PR firm special- TheFind. In 2011, Kaplow added Grace Leong, Jason Winocour, to its roster sought-after technolo- Jonathan Lyon, Claire Burke, gy trailblazers Demand Media, Mark Newman, Donetta Allen Kynetic, Lookout Mobile Security and Gigi Russo, Partners and Manilla. Samara Farber Mormar Kaplow’s technology expertise Senior Vice President, Business Development coupled with the company’s industry-leading consumer lifestyle Hunter Public Relations is an practice gives Kaplow a unique award-winning consumer prod- position in the industry landscape, ucts public relations agency with creating insights-driven conversa- deep experience in the consumer tions between consumers and tech- technology sector. In business for nology brands, and making those brands relevant to consumers’ The December issue of O’Dwyer’s will lives. Kaplow’s Kdrive social feature a company profiles section on media strategies and Kstudio video entertainment and sports PR firms. If production divisions work together When launching new financial services planning platform Manilla, you would like your firm to be listed, to strategically extend client stories Kaplow held a media showcase at Hearst with personal finance expert contact Editor Jon Gingerich at 646/843- directly to consumers, building Farnoosh Torabi to demonstrate Manilla’s benefits for busy moms. 2080 or [email protected] word of mouth and fueling conver- sations via social networks and

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PROFILES OF HIGH-TECH & TECHNOLOGY PR FIRMS

Marketo, Personal Capital, ent. The kinds of stories that firms and one of the ten largest K/F COMMS. SCVNGR and ShareThis. interest both are vastly differ- independent global agen- Continued from page 31 ent. And the depth and complex- cies. From IT infrastructure to LOIS PAUL & ity of knowledge are much dif- online video and mobile apps, ferent. As a result, the strategies technology is everywhere and grams that focus on our clients’ PARTNERS and tactics are different. With integrated into almost every specific business goals, such as all these factors unique to the aspect of our lives. Our increasing revenues, maximiz- One Beacon Street, 2nd Floor high-tech market, you need a Technology practice helps brands ing valuation, creating industry- Boston, MA 02108 PR firm with real expertise in cut through noise, find the right leading stature for the company 617/986-5700 technology, technology compa- channels and connect with the and executives, and attracting Fax: 617/986-4920 nies and, most importantly, right audiences to make our [email protected] technology buyers. clients matter more than the com- employees, partners and fund- www.lpp.com ing. At M/C/C, technology is petition. We are defining a new Richard Wadsworth, Vice where we started, and more than approach to PR in a vastly altered LAUNCHSQUAD President, Business Development 25 years later, it remains our media landscape — one that will strong suit. www.mccom.com catalyze our clients among influ- Lois Paul & Partners (LPP) is a encers, customers, key stakehold- 116 New Montgomery St., Ste 620 leading, national strategic com- MERRITT GROUP ers and employees. We not only San Francisco, CA 94105 munications agency that provides know how to find the influencers 415/625-8555 a wide range of public relations most relevant to your brand, but [email protected] 11600 Sunrise Valley Dr., Ste. 320 www.launchsquad.com services to technology, life sci- Reston, VA 20191 how to engage them in a mean- ences, and clean energy compa- 703/390-1500 ingful dialogue. We call this 443 Park Ave South, #310 nies. For 25 years, LPP has www.merrittgrp.com Network PR and it isn’t an upsell New York, NY 10016 helped small, emerging and large, — it’s how we do business. 212/564-3665 established companies meet their Ben Merritt, CEO Our technology expertise business goals through strategic Alisa Valudes, EVP, Partner includes: Strategy Planning; 222 3rd St., Ste 1321 and creative PR programs, specif- Consumer, Business and Trade Cambridge, MA 02142 With offices in Reston, 617/945-1915 ically tuned to each client’s busi- Media Relations; Industry ness goals. With a value-focused, Virginia and San Francisco, Analyst Relations; Industry integrity-based approach, LPP Merritt Group helps create and Speaker’s Bureaus, Trade Show Jason Mandell, Co-Founder and proactively pursues opportunities move markets for forward Marketing; Partner that produce coverage, promote thinking companies. Merritt Consumer and Industry Jesse Odell, Co-Founder and Group determines the right mix Partner thought leadership, and disperse Custom Events for Product of communications channels — Jason Throckmorton, Co- compelling messages to the right Marketing and Leadership; Founder and Partner audiences, helping clients differ- PR, marketing, digital, social Online/Offline Community Brett Weiner, Partner entiate themselves from competi- media, Web — and implements Building; Media Beetup Jeff Davis, Editorial Director tors and gain visibility and credi- strategic campaigns to make our Programs; Tech and Content Brett Marty, Creative Director bility in crowded markets. As a clients’ messages resonate in the Influencer Social Media Gavin Skillman, SVP leader in social media services, marketplace. Bringing innova- Outreach; and Custom News and Mike Farber, General Manager LPP also designs and maintains tion and creativity to our client Content Hub Sites successful digital communica- engagements, Merritt Group LaunchSquad helps emerging tions programs to help clients places a premium on building OGILVY PUBLIC and fast-growing companies engage new communities of long-standing relationships with make a name for themselves, influencers. For more informa- our clients. Our expert- RELATIONS grow their businesses and tion, and to view current and past ise is focused in six practice become market leaders. The firm client lists, please visit our areas — Enterprise Technology, WORLDWIDE has 65 professionals in San Website. Security, Communications & Francisco, New York and Boston, Networking, Government, 111 Sutter Street, 11th Floor and provides a suite of both tradi- M/C/C Healthcare, and Energy / Green San Francisco, CA 94104 tional and digital PR services, IT. Some of our clients include 415/677-2705 including video and content pro- Verizon Business, Microsoft [email protected] duction. Founded in 2000, 8131 LBJ Freeway, Ste. 275 Public Sector, Booz Allen www.ogilvypr.com LaunchSquad was named the Dallas, TX 75251 Hamilton, PGP, U.S. Twitter: @lucapenati 972/480-8383 ext. 232 2009 Boutique PR Agency of the Pharmacopeia, and Teradata. Year and Crunchies Finalist for [email protected] Luca Penati, Managing Director, www.mccom.com Best Tech PR Firm in 2010. It has MWW GROUP Global Technology Practice also been listed as a Top Tech Mike Crawford, President Communicator numerous times Pam Watkins, SVP, Business We understand we are in a by PRSourceCode. LaunchSquad and Media Strategy One Meadowlands Plaza new age of PR. One where tech works with a wide variety of Jim Terry, SVP, Account Service East Rutherford, NJ 07073 media has migrated online and innovators in software, consumer 201/507-9500 tech pages in business media are technology, media, entertainment, Public relations for technolo- Fax: 201/507-0092 shrinking. Where we recognize www.mww.com clean tech, mobile and infrastruc- gy companies is not the same as new influencers in bloggers and ture, including: Brightroll, PR for blue jeans or perfume. Twitterers. Where a video is For example, one PR firm could Michael W. Kempner, Pres. & CEO better than a thousand words. ClairMail, EcoFactor, Evernote, Ephraim Cohen, Exec VP, Tech Fab.com, Get Satisfaction, i365, competently handle the jeans and Digital Content Where having good relation- one minute and perfume the Eric Villines, Senior VP, General ships with your beat reporters is View and download profiles of hundreds next. Technology companies, on Manager, Deputy Head not enough. Where companies the other hand, demand more Technology are becoming publishers in their of PR firms specializing in more than a than cookie-cutter solutions. own right. We believe in listen- dozen industry areas at: The buyers are different. The MWW is one of the nation’s ing as much as talking. We www.odwyerpr.com news organizations are differ- top mid-sized public relations believe that an agency should

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PROFILES OF HIGH-TECH & TECHNOLOGY PR FIRMS

live and breathe the technology The art and practice of public technologies, products and serv- mentality, we have established industry but also go beyond it. relations continues to evolve in ices to current as well as new successful partnerships with The Ogilvy PR Technology the wake of the democratization industry sectors. Our clients ben- ambitious start-ups to global Practice goes beyond “tech of information, and we are both efit from senior level counsel and enterprises across a wide variety only” PR. We offer something students and masters of the new advisory services derived from of enterprise and consumer most tech agencies don’t: the strategies and tactics while decades of hands-on work, technology companies. opportunity to pull in PR remaining committed to the time- including new category introduc- Our expertise spans the full experts from other backgrounds, less principles of effective com- tions. spectrum of enterprise, net- including digital influence, rep- munication. From concept creation to trade working, mobile and consumer utation management, public RF|Binder’s technology prac- and B2B outreach and consumer technologies, with specialized affairs, sustainability, CSR, tice, combines technology expert- launch to sustaining critical mass capabilities in vertical markets consumer marketing and more. ise, business acumen and commu- and momentum, we maximize like Consumer, Healthcare, Our clients value the combined nications excellence, to deliver media exposure, brand position- Financial Services, Manufacturing, thinking made possible by programs that significantly influ- ing and consumer buzz for our and Telecommunications. blending disciplines and we ence consumer and business- clients’ digital content, services Our services include: CEO think it’s a requirement for this buyer beliefs and behavior. We and devices. We are adept at positioning, thought-leadership new age of PR. work closely with our technology translating buzzwords and jargon programs, executive platform clients to effectively communi- into “Plain English” to deliver development, new product and PERITUS cate their messages through marketing solutions that can be service launches, industry analyst words, images, sounds and expe- clearly understood and absorbed relations, social media program riences. We help technology by both B2B and consumer target development and execution, trade 200 South Fifth Street, Suite 503 companies transcend traditional audiences. show and special event support, Louisville, KY 40202 product-centric messages in a 502/585-3919 Representative clients/projects competitive monitoring and www.perituspr.com way that builds lasting market have included: Microsoft, IMAX, analysis, and issues management. value. 3D Entertainment Summits, Programs are often augmented Tim Mulloy, CEO Our clients run the gamut — Oculus 3D, NVIDIA, Razer, with support for investor rela- from the world’s leading multina- Warner Bros Interactive tions, internal communications, Peritus is a national, full-serv- tionals to emerging venture- Entertainment, Cie Studios, 505 government relations, social ice communications agency with backed start-ups. But no matter Games, GenAudio, Digital responsibility initiatives and cre- offices in Kentucky, Tennessee, the size of the organization, Entertainment Group, Blu-Con, ative design. Indiana, Ohio and Alabama, that RF|Binder works with our clients Laser Light Engines, Microspace Current clients include: 3LM, offers layered expertise in public to develop communications pro- Digital Cinema, Rentrak Acorn, Active Network, Altair, relations, public affairs, market- grams tailored to meet their spe- Corporation, Shangri-La AVG, Bill.com, Boxtone, CTIA, ing and creative services. Across cific business goals and reach Industries, Donate Life Entropic Comm., GT Nexus, all sectors, businesses are in need their target audiences. Hollywood, GlaxoSmithKline, IEEE, IPC Systems, Kyocera of sound consultation, clear University Medical Mita, Logitech, Marvell advice, and a team of experts that ROGERS & COWAN Pharmaceuticals and TEDMED Technology, Radware, Rovi deliver results. That’s why so conferences. Corp., Silver Spring Networks, many have turned to Peritus. We PACIFIC DESIGN CENTER Slimware Utilities, StubHub!, find the right mix of public 8687 Melrose Ave., 7th Floor RUDER FINN SunGard, Teleca, TomTom, UC4, affairs, media relations, and Los Angeles, CA 90069 Vonage, WiSpry, Women in 310/854-8117 Technology International (WITI), grassroots strategies to succeed. 301 East 57th Street We implement and leverage the 310/854-8106 and Z-Wave. www.rogersandcowan.com New York, NY 10022 latest technology, strategic media 212/715-1600 campaigns and social media plat- SAGE Tom Tardio, CEO 212/593-6400 forms to help meet the goals of Sallie Olmsted, Executive Vice www.ruderfinn.com COMMUNICATIONS our clients in cost-effective ways President to reach their audience. Powered Peter Finn, Co-CEO, Ruder Finn by our diverse backgrounds, top- Rogers & Cowan specializes in & Founding Partner, Finn Partners 8229 Boone Blvd., Suite 410 level experience, and relentless working with emerging and Vienna, VA 22182 703/748-0300 energy, we serve our clients with established technology brands Ruder Finn, through its Finn Fax: 703/564-0101 a keen eye on winning. We know whose products and services are Partners business unit, prides www.aboutsage.com telecom issues. We know technol- at the intersection of technology, itself on a long standing tradi- ogy. We know how to win. entertainment, digital content and tion of generating visibility and Sage Communications is a lead- Contact us, and we will take it healthy lifestyles. industry buzz for its diverse ing, full-service integrated market- from there. Our dedicated team of special- client base in the technology ing firm that provides advertising, ists has in-depth knowledge and sector. Through integrated cam- public relations and strategic mar- RF | BINDER experience working with con- paigns that combine the best of keting services. Based in the sumer electronics hardware, traditional media expertise and Washington D.C. area, we combine mobile content/devices, embed- forward-looking social media sound marketing strategy and great 950 Third Avenue, 7th Floor ded and core technologies and programs, we help our clients New York, NY 10022 execution to ignite action and 212/994-7600 software, distribution technolo- expertly navigate the 24/7 directly impact our clients’ bottom www.rfbinder.com gies, video game products, con- media landscape and drive posi- line. We help our clients break Twitter: @RFBinder sumer health and wellness, sus- tive outcomes that are truly tied through the noise and stand out in tainable / green technologies, and to a company's business objec- an overly saturated market, posi- Amy Binder, CEO social / digital media companies tives. tioning our clients in front of the Gerald Kimber White, Senior to introduce their products and With a national team of sea- right influencers and decision mak- Managing Director, Boston office services to the trade, business and soned professionals and a ers. entertainment communities as proven record of maintaining Sage specializes in B2B, B2G, RF|Binder stands at the fore- well as ultimate end-users. the top business and technology front of the increasingly dynamic We take a 360 degree approach media and industry analyst con- Continued on page 34 discipline of communications. to helping our clients introduce tacts, plus a finger-on-the-pulse

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PROFILES OF HIGH-TECH & TECHNOLOGY PR FIRMS

SHELTON GROUP

12400 Coit Road, Suite 650 Dallas, TX 75251 972/239-5119 Fax: 972/239-2292 [email protected] www.sheltongroup.com Leading the Travel Industry Jodi Shelton, President & CEO Stacey Gaswirth, Exec. Vice President, PR Katie Olivier, Vice President, PR by Providing Professional

Shelton Group is a full-service, strategic PR and IR agency pro- Travel Services Since 1972 viding customized programs and services to public and privately held companies across multiple Sage helped launch SAIC's translation technology into the commer- industries. Shelton offers a team Jodi Shelton, President & CEO cial sector with strategic ads, tradeshow puzzle cards, mobile web- of professionals with diverse of the Shelton Group, sites, an iPhone case and press materials. backgrounds that uniquely blend business acumen with creativity of successful product launches, to deliver the highest quality of acquisitions, valuations, and service. Applying an integrated IPOs; and helped raise nearly a SAGE COMMS. approach to corporate communi- SCHWARTZ MSL billion dollars of institutional cations, Shelton Group delivers a Continued from page 33 investment. company’s unified story to all tar- They know business tech influ- geted audiences. Through a dedi- 300 Fifth Avenue, First Floor encers — we are business tech cation to value-added service and Waltham, MA 02451 influencers. Impressions, engage- 781/684-0770 a national network of key strate- ments, page views. They’re all B2C, G2G and G2C communica- [email protected] gic relationships, Shelton Group just means to an end. tions. Current clients include: www.schwartzmsl.com has built a trusted reputation with So instead of padding our clip National Cherry Blossom Festival, Twitter: @schwartzmsl the media, industry experts and list, we focus on sustained, long- SAIC’s Linguistics and Cultural the financial community that pro- term win scenarios in strategic Intelligence Group, Motorola Bryan Scanlon, President of duces immediate results for Schwartz MSL & North America alignment with sales, marketing, Solutions’ Federal Government emerging and established compa- Technology Practice Leader, and top management. Division, T-Mobile, Dynamics nies. The company has offices in MSLGROUP True influence takes more than Research Corporation, the Texas, California and Taiwan. For media hits; it demands tactically Department of Veterans Affairs and more information visit diverse, outcome-driven pro- the General Services Schwartz MSL is a full-serv- www.sheltongroup.com. Administration, among others. Sage ice global PR and engagement grams with custom parameters — • Business Travel Consultants proudly supports The Children’s agency. We specialize in SPEAKERBOX from social media strategies to Inn at NIH, St. Jude’s Children designing award-winning com- digital and inbound marketing, • Strategic Meetings Management Research Hospital and The munications programs for tech- COMMUNICATIONS Continued on page 36 Children of Uganda. nology innovators of all sizes, LLC combining the best of traditional • Government Travel Contractors Locations: media relations and public affairs with cutting-edge social, 7900 Westpark Drive, Suite T410 North America digital and content marketing. McLean, VA 22102 • Over 200 Offices Worldwide Over the past two decades, 703/287-7800 Schwartz MSL has established [email protected] Middle East www.speakerboxpr.com itself as a leader in the technology • Competitive Online Booking space with a vast and impressive Elizabeth Shea, Pres. and CEO Europe range of expertise in a number of Lisa Throckmorton, Executive • One-on-One Travel Consultation areas, including: information Vice President Asia security; data center and cloud Katie Hanusik, Vice President innovations; sustainability; clean • Leisure Travel Experts Find out about cruises sailing from New York tech; enterprise software; hard- SpeakerBox is the high-tech and other worldwide destinations ware and services. We’re proud to sector’s dedicated public rela- have supported the following inno- tions firm, built specifically to vators: MicroStrategy, E Ink, meet the rigors of tech-based 888-333-3116 Epocrates, Software AG, VMware, business communications: crys- GE Healthcare, Ancestry.com, tallizing complex ideas, targeting Qualys, ESET, Getaround.com, highly intelligent buyers, and Bryan Scanlon, President of Elster, Netezza and Red Hat. For moving at the speed of technolo- Schwartz MSL & North America more information on our gy. Elizabeth Shea, President Technology Practice Leader, Technology capabilities, visit Since 1997, we’ve given voice and CEO of SpeakerBox MSLGROUP. www.schwartzmsl.com/industry_ to the industry’s top thinkers and Communications. 212-563-3500 • OmegaNewYork.com expertise.php. performers; influenced hundreds World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 34 NOVEMBER 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Novmagazine:Layout 1 11/1/11 11:54 AM Page 35

Leading the Travel Industry by Providing Professional Travel Services Since 1972

• Business Travel Consultants • Strategic Meetings Management • Government Travel Contractors Locations: • Over 200 Offices Worldwide North America Middle East • Competitive Online Booking Europe • One-on-One Travel Consultation Asia • Leisure Travel Experts Find out about cruises sailing from New York and other worldwide destinations 888-333-3116

212-563-3500 • OmegaNewYork.com World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 Novmagazine:Layout 1 11/1/11 11:54 AM Page 36

PROFILES OF HIGH-TECH & TECHNOLOGY PR FIRMS

national and international level. serves domestic and internation- — a time where technology is Client experience includes al clients from its headquarters now deeply embedded in the telecommunications, wireless, in New York City, leveraging its fabric of industry, government manufacturing, network security, knowledge of, and relationships and society at all levels. Where software, SaSS, SAP, retail tech- with, top national, consumer, the consumer is in control and nology, business intelligence, business and trade media/blogs, we are our own best storytellers. ecommerce, online applications, all without strict billable hours Media is but one platform facil- fintech and consumer electronics. or long term contracts. itating idea sharing and engage- Services include media relations, ment. We are not restricted by analyst relations, executive visi- VINE boundaries — everything is bility, crisis preparedness, award global. programs, trade show representa- COMMUNICATIONS Weber Shandwick lives at the tion, social media, mobile app crossroads of technology inno- launches, online communities, vation and consumer experience 1200 Anastasia Avenue, Ste. 240 SEO, brand identity, marketing Coral Gables, FL 33134 by going vertical and horizon- collateral and interactive. 305/447-8678 tal, and we have been at the epi- As an independent PR firm, 305/447-8678 ext.103 center leveraging our position Trevelino/Keller is recognized for [email protected] as the consumer and technology proprietary methodologies and www.vinecommunicationsinc.com powerhouse every day. The value-added partnerships. In facebook.com/VinePR launch of the first desktop com- 2005, it created the Atlas twitter.com/VinePR puter — we were there. Alliance, a group of like-minded Emerging technology such as boutique firms that deliver inte- Nikki Konefsky Deas, Partner the mobile phone and the grated marketing and public rela- Internet — we were there, too. Nikki Konefsky Deas, Partner at tions services domestically and in Vine Communications loves all Regardless of the time, the Vine Communications, Inc. Europe, Asia-Pacific and the things tech and specializes in issues or the innovations, our Middle East. In 2006, it created working with consumer technolo- clients have depended on us to the Start-Up Council, focused on gy companies — gizmos and understand their business chal- SPEAKERBOX supporting start-up companies by gadgets if you will. lenges and to create programs delivering multi-disciplined We are experts at giving your that exceed their goals. For Continued from page 34 counsel in a gratis environment. products the “it” factor and get- example, we helped establish In 2010, it launched Wheelhouse, ting your products into the hands the VeriSign checkmark as the its social marketing brand of people that matter — trend most recognized symbol of trust thought leadership campaigns, designed to deliver web 2.0 and influencers, reviewers, editors, on the Internet, worked along- industry analyst validations, and beyond services in partnership bloggers and ultimately cus- side Samsung to create a sur- much more. with traditional public relations tomers. prise concert with the Black Initiatives that directly enhance and brand communications. We work alongside your sales Eyed Peas to globally launch its your sales, valuation, and recruit- Recognized as a Best Places to team to ensure that media cover- new 3D LED TV and helped ing imperatives—augmented by Work firm in Georgia and age is leveraged into sales tools Verizon Wireless become the independent counsel you can Atlanta, it’s also recognized as that can be used to get your prod- perceived 4G leader. trust. one of the 30 best firms to work ucts into desired retailers and Our technology practice is Because we’re not here to for in North America. make your products fly off the steeped with seasoned profes- grow our retainer; we’re here to shelves. sionals and tech-savvy players grow your market value. TRYLON SMR Social media channels are the who understand the issues, Clients include: Red Hat, next generation of the customer trends, devices, services and Symantec, Belkin, OutSystems, database, only interactive, and we platforms that are influencing 41 East 11th Street, Suite 1100 MobileAcess, Rapiscan, Surety, help you humanize your online what we now call the Innovation New York, NY 10003 imprint. We help you to create an Disruptathon, WhosHere and 212/905-6060 Age. This robust network of Yippity. online platform that allows you to 500+ specialists delivers best- [email protected] directly communicate with your www.trylonsmr.com in-class public relations, digital, TREVELINO / customers and allows your cus- social and mobile marketing, Lloyd P. Trufelman, President tomers to directly communicate content development and strate- KELLER with one another. gy and reputation management Since 1990 Trylon SMR has Give them good products and services to leading and emerg- 949 W. Marietta St., Ste. X-106 been an innovator in developing service and they will be your fans ing companies in nearly every Atlanta, GA 30318 and implementing successful for life…we help you capture that sector of the industry. Our 404/214-0722 strategic media relations cam- and use it to grow your company expertise extends into clean- www.trevelinokeller.com paigns specifically for clients in & bottom line. tech, consumer products and www.trevelinokellerlive.com the technology, media, telecom www.wheelhousetk.com WEBER components, consumer elec- www.prstarbase.com and related industries, utilizing a tronics, digital media and enter- www.prspeak.com wide portfolio of integrated new, SHANDWICK tainment, healthcare IT, social, digital and mainstream mobile/telco, services, storage Dean Trevelino & Genna Keller, media strategies. Trylon SMR and more. Principals develops and implements indi- 919 Third Avenue Weber Shandwick clients New York, NY 10022 vidually designed, cost-effective include Amazon.com, Amdocs, communications campaigns 206/576-5570 Trevelino/Keller, a full-service [email protected] Capgemini, Concur, GSMA, public relations, social media and based on precise strategic plan- www.webershandwick.com Honeywell, IEEE, Iron brand communications firm, fea- ning and tactical execution that Mountain, Microsoft, Motorola, tures one of the Southeast’s consistently produce tangible Heidi Sinclair, President of Netgear, Opera Software, largest technology practices. It results. The agency’s process is Global Technology Practice Polaroid, Qlikview, Samsung, works with established and based on a proprietary “reverse Symantec, VeriSign, Verizon emerging brands on a regional, reporting” model. Trylon SMR This is the age of innovation and Zipcar.

36 NOVEMBER 2011 WWW.ODWYERPR.COM ADVERTISING SECTION Novmagazine:Layout 1 11/1/11 11:54 AM Page 37

O’DWYER’S RANKINGS TOP HIGH-TECH & TECHNOLOGY PR FIRMS

1. 40. Edelman New York $101,936,429 K/F Comms. San Francisco 898,375 2. 41. Waggener Edstrom Belleview, WA 62,669,600 Catapult PR-IR Boulder, CO 842,748 3. 42. Text 100 Global PR New York 46,700,000 Casey Comms. St. Louis 758,222 4. 43. APCO Worldwide Wash., D.C. 24,948,000 Dye, Van Mol & Lawrence Nashville 730,857 5. 44. Ruder Finn New York 15,500,000 CJP Communications New York 720,362 6. 45. Schwartz Comms. Waltham, MA 10,840,645 Dawson + Murray + Teague Dallas 712,755 7. 46. Qorvis Communications Wash., D.C. 10,458,650 Zeno Group New York 655,724 8. 47. Atomic PR San Francisco 8,889,000 Feintuch Comms. New York 637,173 9. 48. The Hoffman Agency San Jose 8,200,000 Linhart Public Relations Denver 624,493 10. 49. Horn Group San Francisco 7,500,000 Ron Sachs Comms. Tallahassee 589,480 11. 50. PAN Comms. Andover, MA 6,727,600 Gibralter Assocs. Wash., D.C. 571,000 12. 51. MWW Group E. Rutherford, NJ 6,693,000 The Rogers Group Los Angeles 540,072 13. 52. Davies Murphy Group Burlington, MA 6,529,360 Edge Comms. Encino, CA 538,749 14. 53. Merritt Group Reston, VA 6,196,736 Dukas Public Relations New York 527,000 15. 54. LaunchSquad San Francisco 5,803,313 CooperKatz & Co. New York 489,024 16. 55. Fahlgren Mortine Columbus, OH 5,208,776 Open Channels Group Ft. Worth 480,000 17. 56. Allison & Partners San Francisco 4,841,000 Winning Strategies PR Newark 448,468 18. 57. Matter Communications Boston 4,800,000 RL PR and Marketing Los Angeles 445,821 19. 58. Capstrat Raleigh 3,775,000 Michael A. Burns & Assocs. Dallas 429,656 20. 59. Coyne PR Parsippany, NJ 3,118,000 Guthrie/Mayes & Associates Louisville 416,372 21. 60. Jackson Spalding Atlanta 3,075,553 Moore Consulting Group Tallahassee 397,395 22. 61. Shelton Group Dallas 3,065,153 Hunter PR New York 374,513 23. 62. Airfoil PR Detroit 3,000,000 L.C. Williams & Assocs. Chicago 370,098 24. 63. Peppercom New York 2,781,602 Lane PR Portland, OR 358,415 25. 64. Gibbs & Soell New York 2,312,668 McNeely Pigott & Fox Nashville 317,385 26. 65. Affect Strategies New York 2,057,839 Rasky Baerlein Boston 269,797 27. 66. Kaplow New York 1,900,000 French | West | Vaughan Raleigh 250,007 27. 67. CRT/tanaka Richmond, VA 1,900,000 Powell Group Dallas 248,305 28. 68. Makovsky + Co. New York 1,800,000 Katcher, Vaughn & Bailey Nashville 235,000 29. 69. Borders + Gratehouse San Francisco 1,793,864 Seigenthaler PR Nashville 233,702 30. 70. Trylon SMR New York 1,723,708 TransMedia Group Boca Raton, FL 200,000 31. 71. Bateman Group San Francisco 1,679,033 Public Communications Chicago 196,526 32. 72. Gregory FCA Ardmore, PA 1,500,000 Kohnstamm Comms. St. Paul 175,184 33. 73. Black Twig Comms. St. Louis 1,414,000 Zeppos & Assocs. Milwaukee 161,230 34. 74. Schneider Associates Boston 1,286,298 The Kotchen Group W. Hartford, CT 133,080 35. 75. Lambert, Edwards & Assocs. Grand Rapids, MI 1,269,925 Maccabee Group Minneapolis 115,666 36. 76. Middleberg Comms. New York 1,200,000 Rosica Public Relations Paramus, NJ 80,937 37. 77. RF|Binder Partners New York 1,100,000 Red Sky Public Relations Boise 58,300 38. 78. Levick Strategic Comms. Wash., D.C. 1,015,468 Richmond PR Seattle 48,873 39. 79. Trevelino/Keller Comms. Atlanta 900,000 Bridge Global Strategies New York 45,000 39. 80. M/C/C Dallas 900,000 Boardroom Comms. Plantation, FL 25,000

OPINION Professional Development How the GOP can still lose the White House By Fraser Seitel spell impending doom for whomever they reacted conciliatorily to the they push to the head of the candidate Obama “Jobs Bill” speech at the start of f anybody is poised for a one-term conga line. September. presidency, it’s Barack Obama. As The party of ‘no’ House Republican leaders John Inice a guy as the president might be, This is the prevailing moniker for Boehner and Eric Cantor both stepped he’s been a disastrous chief executive, Republican intentions, and the party’s out immediately after the speech to seemingly inca- Congressional storm troopers continue underscore how they planned to “work pable of delivering to give the pejorative characterization with” the President on portions of his the nation from its new life. proposal. But a week later, there was economic plight. “No” on raising the debt ceiling. Cantor blogging as to how Obama’s And while once “No” on taxing millionaires. proposal would “tax soup kitchens,” the president’s good “No” on extending the payroll tax cut. thus impairing the 47 million humor and articu- “No” on disaster relief. Americans who live in poverty. lateness helped Republican lawmakers, like Sen. The specific section in the Obama cover up a lack of Lamar Alexander, have tried to explain proposal Cantor referred to dealt with Fraser P. Seitel has been a communications management expe- the rationale in opposing such propos- limiting charitable deductions for high- consultant, author and rience and leader- als, e.g. “We don’t need short term ges- income taxpayers — a significant leap teacher for 30 years. He ship depth, Obama tures, we need long term strategies that from “a tax on soup kitchens.” is the author of the has today dissipated build into our system simpler taxes, Such politics-as-usual shenanigans Prentice-Hall text, The Practice of Public his public relations lower taxes, fewer mandates, lower suggested that despite their initial Relations. capital to a point costs, lower energy costs, more certain- cooperation declaration, even on as where his job is ripe ty.” pressing a need as job creation, for the picking. Noble sentiments perhaps, but you Republicans might still opt for stalling Thank goodness for him that his oppo- know you’re in trouble when someone rather than “rewarding” the incumbent sition is eminently capable of snatching as rhetorically-challenged as Harry with any success. defeat from the jaws of victory. Reid can cut your argument to shreds The party of arrogance Indeed, despite a wounded president with one line, as he did recently, Were the Republicans to continue to and a failing presidency, the Republican “Americans shouldn’t have to decide encourage their perception as stallers Party seems poised, once again, to blow between disaster relief funds and land- and obstructionists, by the time the next year’s election — especially if the ing a job.” presidential election rolls around, they Party continues to careen down its cur- Eventually, Republicans relented on will also have succeeded in being per- rent, perilous public relations path. disaster relief but, such incessant neg- ceived as “arrogant.” Not that there’s anything wrong, mind ativity — with few alternatives offered And as everyone from Robert Bork to you, with what Republicans stand for. in exchange — serves to fuel critics, Donald Trump to Tiger Woods has Few working people can argue with the intensify opponents, and cause all of learned, if there is one trait with which sentiment of cutting government those in the middle to wonder if the Americans will not abide, it is expenses, reducing taxes, and incenting naysayers have anything at all “posi- arrogance. the business system so that it can hire tive” to recommend beyond obstruc- Nobody likes anybody who is too big people and make money. That’s basic tionism. for his britches, as my mother used to capitalism, and it’s what this country The party of ‘stall’ say. And as they pursue their path of should be all about. Channeling Rush Limbaugh, Senate overall obstinacy, the Republicans risk Nor is the problem with the traveling Minority Leader Mitch McConnell the perception come next fall that they cast of curious characters currently famously told a reporter last October are too arrogant to lead. competing for the Republican nomina- that, “The single most important thing Consider an instant perceptual tion. Sure, Rick Perry is brawny and we want to achieve is for President impression of Republican Mitt Romney is squishy and Newt Obama to be a one-term president.” Congressional leaders. Gingrich is scary — but hey, they’re And that image — of a party dedicat- Mitch McConnell is textbook politicians, the lowest form of human ed to running out the clock without lugubrious. life, so cut ‘em some slack. allowing the incumbent to pursue any John Boehner is borderline creepy. No, the real problem the Republicans legislative agenda — continues to pre- Eric Cantor, not so long ago the have is PR. The image they’re building vail. In theory, there’s nothing wrong party’s “Golden Boy,” is now comes may single handedly keep them from with blocking potential legislation that across as mean-spirited and nasty. beating a wounded opponent, who is one believes would be deleterious to Clearly, their Democrat counterparts eminently beatable. the best interests of the nation. — Harry Reid, Chuck Schumer, Nancy Specifically, the Republicans have But it’s hard to justify asking people Pelosi, et al. — are no “Dream Team,” allowed themselves to be characterized who are suffering to hang in there for but the Republicans stunning lack of in three disastrous ways which, if 14 months till we get a new administra- Continued on next page allowed to persist uncorrected, may tion. The Republicans sniffed this when

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Guest Column Occupy Wall Street echoes 1968 why nation building is more important By Kevin Foley The Occupy Wall Street protesters in Iraq and Afghanistan than here at remind me of their 1968 counterparts home. They’re outraged that American because they’ve also got skin in the corporations receive tax incentives to was a young teenager in 1968 and not game. They understand a successful send jobs elsewhere. They want to very politically aware. I did watch a middle class future — the American know why they’ve had to endure a Ilot of network news that featured the Dream — is in serious jeopardy. decade of economic decay and political weekly tally of enemy dead and The jobs that once awaited their par- disillusionment. American dead. The former number was ents and grandparents that ensured that Like the anti-war movement, OWS always much higher than the latter. I was future have been eliminated, down- started small and has grown exponen- impressed. sized or off-shored. Manufacturing is tially as more and more young people Of course, I came an anachronism in America. recognize what their leaders in to realize this lethal Meaningful employment on which Washington are up to and what it could scoreboard was a PR you can feed and house your family, ultimately cost their country. trick. Americans save something and even invest in your “It’s easy to forget that this is a very were supposed to future is drying up. The OWS protest- young nation,” says a post on the OWS believe we were ers know it because they live it every web site. “It’s also easy to forget that “winning” in day. Meantime, they’ve watched a for- this nation is a great and fragile experi- Vietnam because the tunate few walk off with billions while ment whose success is by no means Kevin Foley owns KEF North Vietnamese “99%” of us paid for it. assured. We should feel grateful to have Media Associates, Inc., an Atlanta-based pro- and the Vietcong The far right noise machine has been the privilege of being a part of this ducer and distributor of were dying in far working overtime to convince us that experiment, but we should also feel a electronic publicity. greater numbers than these young people are just dirty, shift- corresponding sense of responsibility our troops and their less, pot-smoking lay-abouts, precisely for helping to ensure its success.” South Vietnamese allies. what conservative commentators said Along with their hygiene, conserva- In January 1968, the enemy launched about anti-war protesters in 1968. tives have made much of OWS’s lack its Tet Offensive, a decisive defeat for “The tea partiers have jobs, showers of focus. But a detailed list of the pro- them and the war’s pivot point for us. and a point,” huffed Ann Coulter in tester’s demands is sure to cause them Americans finally saw the enemy’s will comparing OWS with the Astroturf, deep consternation as the movement to fight had never been diminished as corporate funded, FreedomWorks-driv- continues to gain traction and popular we’d been repeatedly told. The weekly en Tea Party movement. support. body count was a cruel ruse. OWS doesn’t have the deep pockets The young people who stood up to the Young people took to the streets in of the Koch bros behind it. Rather, it’s government in 1968, in the end, turned protest back then because they had skin a truly organic movement with a long out to be right. Vietnam was an unjust in the game. Unless you were political- list of grievances emanating from the war fought for all the wrong reasons. ly connected like George W. Bush, you self-inflicted financial meltdown of The young people in the streets today could pretty much rest assured you 2008-2009 and two pointless and end- seem to have taken the same moral high would be drafted and quite likely sent less wars. ground. I wonder if history will prove to Vietnam. These young people want to know them right, too.

HOW THE GOP CAN STILL LOSE spending and taxes and hoping for the But we’re not dealing with geniuses best. here; we’re dealing with politicians, all Continued from previous page Somebody needs to come up with a fundamentally flawed and suspect. So positive plan. Republicans need to lighten up a bit and Second, they have to play for the team start showing some warmth. (I mean Cleaving loyalty to defeating Obama have you ever listened to Mitch “likeability” will be easy to run against isn’t good enough. Standing in the pres- McConnell?!) next November. ident’s way and stalling, regardless of But there is something to be said for So what kind of public relations strat- what he proposes, is a Tea Party recipe behaving with an element of kindness egy should Republicans adopt so that for disaster. It can’t help but be per- and sensitivity. Even Democrats admit their candidate makes it over the finish ceived as obstructionist and arrogant. that their president has been an abysmal line as president? Some compromise for the good of the failure in coming up with ideas, rally- First, they have to have ideas country — even with your ardent ing the country, and managing mean- Saying “nyet” all the time doesn’t enemy — is necessary if you want vot- ingfully to get us out of our hole. work. Neither works: a Democrat plat- ers to trust your motives. But at least he’s a nice guy. And in form based solely on raising taxes and Third, they have to be nicer America in 2012, that quality, alone — spending taxpayer money or a Clearly, our nation’s deep-rooted unless the Republicans wise up — Republican platform based on cutting problems can’t be solved with “charm.” could get him reelected.

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OPINION Guest Column

10 domestic issues for 2012 threat. By Wes Pedersen Freelance hackers abound. The FBI reports an international trend toward lack of fitness for the job. “hacktivism,” linking hacking with politi- b. Housing. Economists, mortgage ana- cal activism. t’s time for a preview of the major lysts and builders predict the weakened One cybercollective, “Anonymous,” domestic issues public affairs profession- economy will depress housing prices for has, the Financial Times reports, “terror- Ials and the nation will confront next year. years. If so, it will restrain consumer ized law enforcement and leading compa- 1. Fear. Franklin D. Roosevelt’s line that spending, push more homeowners into nies on five continents.” MasterCard and “the only thing we have to fear is fear foreclosure and darken prospects for any Visa were among Anonymous hits this itself” was a crock. We are a nation fight- sustained recovery. Home prices are year. ing for survival on all fronts and things expected to drop 2.5 percent this year. Legislation is being considered in seem to be getting worse for everyone but They have fallen 31.6 percent since 2005. Congress and in other legislatures abroad the very, very rich. c. Debt reduction. Get real. Nothing of to control hacktivism. Fear is endemic substance or real worth is going to come 6. Immigration. Republican candidates now. Facing up to it out of this Congress. Perhaps not even the for the presidency are focused on illegal and defeating it will next, post-election, one. The president’s immigration as perhaps the leading threat be America’s No. 1 new plan, short on operational details, is to America’s social fabric, economy, law task in 2012 and propelled chiefly by overblown rhetoric. and national security. It isn’t. probably well 3. The weakened states. A majority of The Department of Homeland Security beyond. the states are in monumentally bad finan- says the big story is the fact that fewer 2. The economy. cial shape. Most cannot keep operating Latinos are trying to get into the U.S. Wes Pedersen is a While the adminis- without further federal assistance. The Border apprehensions are at their lowest retired Foreign Service tration and most issue has been on every list of this sort for point in four decades. For 2010, arrests Officer and principal at economists talked years, but Washington has yet to grasp the totaled 463,000, down from 724,000 in Wes Pedersen Comms. not long ago about a true severity of the states’ problems. This and Public Relations 2008. In 2006, more than a million arrests Washington, D.C. recovery, I cautioned could be the year when state agencies and were made. that the recession the federal system take their greatest hits Increased border security has con- was still with us. in decades. tributed to the decline, but editorial writ- Interventions by the administration and 4. The elections. The campaigns are ers point out that perhaps a greater reason the Fed have not helped. Party vs. party already all-stops-out mean, and they are has been the fact that the shabby U.S. rancor in Congress has so far blocked any going to get worse. Clintonian political economy has made job openings less hope for solutions there. A full-scope strategist Jim Carville has counseled the attractive. depression looms if matters continue to president to “panic.” Obama has done just 7. Regulation. The glaring lack of worsen. It is Save Your Money Time now that in the wake of public disdain for the effective government watchdogs in as rarely before. new programs for recovery he had seen as almost every phase of business is going to a. Poverty/joblessness. Poverty, the his keys to re-election. In Congress, mem- get worse if the Republicans and busi- evil stepchild of joblessness and catalyst bers are bipartisanly opposed to any sen- nesses have their way. for riots in the streets of impoverished sible proposal to get us out of this mess. Democrats haven’t much cause to com- third-world countries, has wiped out the If incumbents cannot get their collective plain. They have been astoundingly lax on dividing line between the upper and lower acts together with further delay, they can some regulatory fronts. A new study by classes in the U.S. More than 40 million kiss re-election goodbye. Consumers Reports, for example, looks at Americans from both social sectors, or As for the presidency, the Wall Street regulations in the food industry and finds one out of every six, are living below the Journal’s Peggy Noonan has said it best: that some are so loose as to be meaning- poverty line, says the Census Bureau, and Mr. Obama “can’t win this election but less. the number increases each month. the Republicans can lose it by being The amount of insects, insect parts and Children are special victims. Nearly 40 small, by being extreme, by being unnu- rodent hairs permitted in some products percent of black kids kids feel the pain of anced.” Michael Gerson, in the is a glaring, and nauseating, example. poverty. That is twice the number for Washington Post, has called the president 8. Diversity. Championed for the other children. “increasingly irrelevant to the politics of nation by Obama early on, diversity Lack of jobs is, of course, the major his own country.” He’s showing backbone lagged, even in the White House. It’s a contributor to the problem of poverty. The too late in the game key issue now for women and people of official rate of unemployment is given at 5. Cyberwar. The military considers color. Only now has the president signed 9 percent. That does not factor in those this the most important threat to U.S. an executive order calling for greater who, jobless for years, drop out of the security yet. China has led rogue-nations’ diversity in the federal work force, labor market in desperation, I have, in trial runs at hacking into Pentagon and something many federal employees previous analyses, put the real rate of corporate cyber facilities. Top Defense recall being mandated a half century unemployment at 18 percent. officials warn that invasion of U.S. Web ago. Squabbling leaders and parties must communications could leave us defense- 9. Terrorism. The U.S. remains the recognize this. Businesses must intervene less against attacks on governments, com- No. 1 target for terrorists. We lucked out and take a major role in seeking practical panies, hospitals and more. It’s not sci- on the tenth anniversary of 9/11 — no ways to put America back to work. Our ence fiction, it’s real. Special military Continued on next page politicians have demonstrated a near total forces are being created to counter the

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Financial Management

saving. Additionally, the now nonde- To kill a C Corporation ductible $800,000 will now in most cases By Richard Goldstein be subject to state and local taxation at the income for example) are allocated to the corporate level. Again, these issues just do shareholders according to their stock own- not apply to an S corporation. As can be ership interests. seen, there are many reasons for a tax y last column discussed the mer- Personal Service Corporation advisor to recommend an S corporation its of a limited liability company I think we can all agree that a PR agency versus a C corporation. (See my prior col- Mversus an S corporation. This regardless of how it is structured renders a umn.) column will discuss the merits of convert- service. A Personal Service Corporation Sale of a PR agency ing a C corporation to an S corporation. (PSC) has as its principal activity the per- Other than in a tax-free type merger During my travels I formance of personal services. C corpora- transaction, when a PR agency is sold, the see many small and tions, not S corporations can be classified shareholders can sell either stock or assets. middle market PR as a PSC. One disadvantage of a PSC is it Most sellers want to sell stock in order to agencies structured cannot use graduated corporation tax rates insure one level of tax at capital gain rates, as a C corporation. and is taxed at 35% from the first dollar it and most buyers want to purchase assets in There may be earns. If more than 95% of the time spent order to get some tax benefit for the numerous reasons to by employees is devoted to the perform- money paid and avoid possible contingent consider making an ance of services the test is passed. Because liabilities associated with purchasing the S election, specifi- the tax rules pertaining to PSCs are com- stock. Richard Goldstein cally if the princi- plex, most if not all service corporations If a sale of assets takes place by a C cor- is a partner at pal’s are considering will opt for S corporation status. poration in a profitable transaction, the Buchbinder Tunick & selling the agency. Tax structure of a C Is there a cure? In order to avoid the 35% corporation will be subject to tax on the Company LLP, New tax, I have seen many a C corporation PSC York, Certified Public corporation gain realized. This gain can be both ordi- Accountants. bonus out all its income. This eliminates nary income and capital gain. Since there Unlike proprietor- any tax at the corporate level but in many is no preferential capital gain tax rate for a ships, partnerships, cases is taxed at the individual level. C corporation, the character of the income Reasonable Compensation and S corporations, C corporations are will generally not matter. If the corpora- subject to an entity-level Federal income Consider a profitable C corporation PR tion has an unused capital loss carryover, tax. This results in what is known as a dou- agency earning $6 million in fees and the loss carryover can reduce the capital ble taxation effect. A C corporation reports $1.2 million pretax profit. In order to gain portion. its income and expenses on Form 1120. avoid possible double taxation and PSC The next step is to transfer the after tax The corporation computes tax on its tax- issues, the entire $1.2 million is paid to cash to the shareholder(s). This is done in able income. Tax rates are generally grad- the sole shareholder. Accordingly, there is the form of liquidation. A corporate liqui- uated and go as high as 35%. When a C no profit and all the problems disappear. dation exists when a corporation ceases to corporation distributes its income to its Wrong! be a going concern. The corporation con- shareholders, the corporation’s sharehold- A salary payment to a shareholder that is tinues solely to wind up its affairs, pay ers generally report dividend income on deemed to be “unreasonable compensa- debts, and distribute the remaining assets their own tax returns. Thus, income that tion” is frequently treated as a construc- (cash) to its shareholders. Legal dissolution has already been taxed at the corporate tive dividend. Assume the IRS after audit- under state law is not required for a liqui- level is also taxed at the shareholder level. ing the PR agency determines that a rea- S corporations dation to be complete for tax purposes. In sonable salary for a similarly situated the case of a complete liquidation, the tax S corporations, which generally do not employee is $400,000 and the CPA and/or law provides for sale or exchange treat- pay Federal tax, are similar to partnerships attorney representing the firm cannot jus- ment for the shareholders. Thus, the differ- in that net profit or loss flows through to tify a higher amount. The IRS will bifur- ence between the fair market value of the the shareholders to be reported on their cate the $1.2 million into a deductible assets received from the corporation and separate returns. Also, like partnerships, S compensation payment of $400,000 and a the adjusted basis of the stock surrendered corporations do not aggregate all income dividend of $800,000. The $800,000 is no is the gain or loss recognized by the share- and expense items in computing profit and longer tax deductible because it is a divi- holder. Observe the sale and corporate liq- loss. Certain items flow through to the dend. The shareholder would be entitled uidation resulted in a tax at the corporation shareholders and retain their separate to a tax refund because qualified divi- level and another at the shareholder level. character when reported on the sharehold- dends are only subject to a 15% tax rate. Next month I will discuss the possibility ers’ returns. The interest and penalties associated with of killing the C before a sale, the impact of The S corporation net profit or loss and the corporate tax due may very well owner goodwill, and a way to possibly the separately stated items (interest negate the benefit of the dividend rate tax convince the buyer to take stock.

10 DOMESTIC ISSUES keeping the U.S. more secure. The politics, healthcare, business and more Continued from previous page attacks on the American Embassy in every day. This is a must: bring your cri- Kabul the day after the 9/11 anniversary sis communications plan absolutely up are testimony to the potential peril that to date. Don’t wait to be told by others hits in any states. That has prompted faces American businesses and charita- where dangers lie. Get back to in-house some to assume that the terrorist threat ble organizations abroad. monitoring and watch for the economic, to mainland America is over. It isn’t, 10. Crisis communications. We are political and other trends that spell trou- despite the success by security forces in dealing with crises in the stock market, ble for your company.

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OPINION OPINION National Press Club ‘disappointed’ by PRSA ban By Jack O’Dwyer Bill McCarren had been sent the 23 pages Letter charged O’Dwyer not ‘ethical’ of charges against the O’Dwyer Co. and The PRS letter, signed by Fiske and its staffers and both examined them. Murray, and which barred all O’Dwyer Said the statement: “While we find employees or any “assign,” accused this he National Press Club, many of the points in the letter unfortu- reporter of not being an “ethical” Washington, D.C., has expressed nate and even highly disagreeable we do reporter. T“disappointment” with PRSA’s not think they constitute a reason to ban a Yann also charged PR Watch with blocking access by O’Dwyer reporters to reporter who has been allowed access for behavior that “falls well outside the eth- its Assembly Oct. 15 40 years. ical standards espoused by the Society in Orlando. “PR professionals might have some of Professional Journalists” and said A statement was ethical issues with individual reporters Bob Conrad of thegoodthebadthes- released to business and no doubt journalists must cover and pin.com should examine his own values and media reporters report on the activities of PR people they “as they apply to blog etiquette, civil at print and broad- find to be unethical.” discourse and journalistic accuracy, bal- cast outlets through- Hamrick said that in general reporters ance and ethics.” out the U.S. on Oct. should be allowed at events as long as Conrad had criticized Fiske for declar- 19 via PR Newswire they do not disrupt the events. ing that a member survey showed that Jack O’Dwyer by Mark Hamrick, Asking difficult questions designed to members were “incredibly satisfied” President of the get answers that an organization would with the Society. He said the return rate Press Club. rather not provide is not disrupting the was only about 5% of the 21,000 mem- Hamrick is a business and financial event. We would rather see a group like bers who were sent e-mails and that was news reporter for the Associated Press in PRSA allow reporters who might write far too small for any conclusions to be Washington, D.C., where he has worked negative stories about them into their drawn. for nearly 25 years. He works in TV, events than not. We think it sets a good This writer’s view of the 23 pages of radio and print and has numerous awards example for their members whereas ban- complaints against us is that they are for spot news, documentaries and news- ning reporters does not. worthless tripe and flapdoodle because casts. He added: “We live in a world where neither Fiske, Murray, Yann or anyone The statement said the NPC attempted journalist access is too often and too eas- from the Society will present them in to convince PRSA to admit O’Dwyer Co. ily denied. We hope PRSA will reconsid- person. We have challenged Society staffers to the Assembly but “PRSA was er its approach and decide next year to leaders and staff for years to meet us in unwilling to do this.” hold a convention that does not ban any person or even talk on the telephone to PRSA elected officers and staff that reporters who wish to cover their activi- no avail. NPC responds NPC reached out to included Chair ties.” Justice says O'Dwyer complaint 'live' Rosanna Fiske; Chair-Elect Mickey Nall; NPC, founded in 1908, has 3,400 President and COO Bill Murray, and VP- A spokesperson for the U.S. Justice members including journalists and com- PR Arthur Yann. Dept. said that my charge that PR munications professionals. Its Speakers Society continues boycott Society of America “retaliated” against Luncheon Series is regularly televised Yann put a statement on the Society’s me when I sought hearing assistance at live on C-SPAN and aired on other broad- website saying the organization would its conference last year “is being looked cast outlets. More than 250,000 attend its continue to block O’Dwyer Co. staffers at to see if action will be taken.” 2,000+ events yearly. because it “cannot tolerate and accept The complaint remains “live” and has It is D.C.’s most frequently used site unethical behavior on the part of a repre- not been dismissed, said the spokesper- for news conferences. Its activities sentative of the media.” It added that dur- son. include education for journalists and pro- ing three days at the recent conference I Fiske and Murray put in writing that viding scholarships for journalists. It “initiated a number of unwanted, unwar- this writer would not be given “creden- operates the nation’s only non-academic ranted and uncomfortable interactions tials” for either the 2011 Assembly or research library for journalists. with conference attendees, presenters and conference. The full NPC release (released Oct. 19) exhibitors.” The complaint to Justice, which does is below: A current question to the Society is not require a lawyer’s assistance, was The National Press Club was disap- how ethical is withholding IRS Form 990 made in writing on Aug. 26. pointed to learn that the Public Relations from the Assembly for the third year in a It noted that when I sought hearing Society of America (PRSA) banned veter- row? Yann has given no indication of devices for the Assembly and confer- an reporter Jack O’Dwyer from covering when it will be released except to say the ence last year in Washington, D.C., the the PRSA General Assembly last weekend law is that the Society has until Nov. 15 Washington Hilton provided such in Orlando. We understand that Mr. to provide it. devices which were used for the O’Dwyer has covered the event for more Hamrick noted that I have covered the Assembly. than 40 years. We also understand that Assembly for more than 40 years and I was allowed to cover the Assembly Mr. O’Dwyer and the PRSA have had a should be admitted to the 2011 session as but under a new policy was not allowed long running series of disagreements that long as I did not behave in a “disruptive to record anything or take pictures on have tested and continue to test their pain of being permanently banned. way.” Continued on next page Hamrick and NPC Executive Director Those rules were followed.

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relationship. The nature and content of lisher Jack O’Dwyer media credentials to 23-page document that outlines our con- these disagreements is of great concern to attend PRSA’s Leadership Assembly cerns with his professional conduct. His both PRSA and Mr. O’Dwyer. meeting and International Conference, conduct also prompted the Society of What we find concerning is the solution which took place Oct. 15-18, in Orlando, Professional Journalists (SPJ) to invite chosen by the PRSA, which was to ban a Fla. Mr. O’Dwyer to resign his membership in reporter who will write stories that may PRSA has excellent relationships with that organization. And in its own state- be critical of their organization. We asked the national and international media, ment, the National Press Club could not PRSA to reconsider its position and to many of whom attended our events this help but concede that many of Mr. allow Mr. O’Dwyer in. We suggested that week. As I explained to Mr. McCarren, O’Dwyer’s actions are “unfortunate” if he behaved in a disruptive way he the PRSA Code of Ethics, which all mem- and “even highly disagreeable.” It should be removed. PRSA was unwilling bers of PRSA are required to follow as a strikes us as ironic that the National to do this. condition of membership, promotes the Press Club would question PRSA’s They have prepared a 23-page letter “free flow of accurate and truthful infor- actions, while at the same time excusing that says Mr. O’Dwyer is not an ethical mation.” As such, our policy is to give Mr. O’Dwyer’s. reporter. Mr. O’Dwyer sent us the letter any member of the media access to our [O’Dwyer interjects: The SPJ refused himself (twice) for our review as did the leaders, volunteers and events. to explore the many facts surrounding the PRSA. While we find many of the points However, as we espouse and require ban on me, saying I have been singing the in the letter unfortunate and even highly ethical behavior on the part of our mem- same tune 20 years and SPJ does not want disagreeable we do not think they consti- bers, we cannot tolerate and accept to get into the middle of this “battle.” tute a reason to ban a reporter who has unethical behavior on the part of a repre- Executive Director Joe Skeel said that if I been allowed access for 40 years. Public sentative of the media. Furthermore, we don’t like the SPJ’s stance on this I can relations professionals might have some cannot allow a journalist to disrupt our quit and get my money back. Neither he ethical issues with individual reporters meetings or degrade the experiences of nor SPJ is accusing me of any unethical and no doubt journalists must cover and the PRSA members and other profession- conduct. I think SPJ should take action on report on the activities of public relations als who attend our events. Even without this and not sit on the sidelines]. people they find to be unethical. And we having been given press credentials, Mr. We encourage Mr. O’Dwyer to make are sure this discussion will still be going O’Dwyer was a guest at our conference this document public, so that the casual on years from now as it was years ago. hotel for more than three days, during observer can better understand the con- On the issue of access for reporters, which time he initiated a number of text in which our decision was made, and however, we are generally in favor of it as unwanted, unwarranted and uncomfort- appreciate the reasons why we have taken long as the reporters do not disrupt able interactions with Conference atten- this unprecedented step. events. Asking difficult questions dees, presenters and exhibitors. Arthur Yann, Vice President, Public designed to get answers that an organiza- We have provided Mr. O’Dwyer with a Relations. tion would rather not provide is not disrupting an event. We would rather see a group like PRSA allow reporters who might write negative stories about them into their events than not. We think it sets a good example for their members whereas banning reporters does not. We live in a world where journalist access is too often and too easily denied. We hope PRSA will reconsider their approach and decide next year to hold a convention that does not ban any reporters who wish to cover their activities. PRSA’s statement on the Press Club support (also released Oct. 19 ) follows: The Public Relations Society of America (PRSA) today issued the following statement in response to concerns raised by the National Press Club regarding PRSA’s decision to deny media credentials to its Leadership Assembly and International Conference to industry publisher Jack O’Dwyer: On Oct. 14, I had a very cordial and extended conversation with Bill McCarren, executive director of the National Press Club. I appreciated his courtesy in reaching out to the Public Relations Society of America (PRSA) to better understand the circumstances under which PRSA denied industry pub-

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WASHINGTON REPORT Fairfax seeks eco dev PR, marketing

he Food and Drug Administration issued two solicita- tions in September for PR programs funded under the T2009 law that imposed new warnings and regulations on tobacco products and gave the FDA authority over the sector. Virginia’s Fairfax County is searching for agency help to pitch the region as a business and technology center to companies eying expansion on the East Coast. The Northern Virginia, D.C.-area county’s Economic Development Authority is reviewing its account to develop a comprehensive campaign working under its VP of communications to position the county as well as the EDA itself as a catalyst for economic growth. The EDA is based in Tysons Corner with a satellite operation Farm gets cantaloupe crisis aid in Los Angeles, as well as outposts in Bangalore, Seoul, Tel Aviv, Munich and London. he Colorado farm that was at the epicenter of a deadly Its advertising, PR and marketing budget is $1.5M and a listeria outbreak in cantaloupes has reached out to a two-year contract is expected to be awarded. Siddall and The TWashington, D.C., PR firm versed in produce crisis Hodges Partnership are the incumbent firms. issues. Among recent victories, the county attracted Hilton Hotels Watson/Mulhern, the five-year-old Wisconsin Avenue firm from California in 2009 and Northrop Grumman last year from founded by two veterans of the Fratelli Group, is helping Los Angeles. The area, the most populous in the Washington Jensen Farms of Granada, Colo., navigate the Sept. 14 recall of metro region, claims a labor force topping 600K with unem- cantaloupes shipped throughout the United States since late ployment well below the national average at 4.5%. July. Fairfax is home to several government agencies as well, Thirteen people have died and more than 70 have fallen ill, including the CIA, National Geospatial-Intelligence Agency according to the Centers for Disease Control. The Food and and Office of the Director of National Intelligence. Drug Administration and CDC have not yet pinpointed a cause RFP documents are available at fairfaxcountyeda.org. of the bacteria in the melons but traced the outbreak to Rocky Ford cantaloupe from Jensen Farms. Amy Philpott, former VP of the United Fresh Produce Sesame St. chief takes NPR Association now at Watson/Mulhern, told O’Dwyer’s she is serving as spokeswoman for Jensen Farms and the firm is han- helm dling communications and media relations strategy. One of the owners, Eric Jensen, has been speaking with reporters and Jensen and brother Ryan Jensen have released media state- ational Public Radio, which has been rocked by scandal ments, Philpott noted. and the ouster of its CEO, has named Sesame Workshop She led the UFPA’s crisis communications and media rela- NCEO Gary Knell as its CEO effective Dec. 1. He replaces tions during several produce outbreaks, including a salmonella Joyce Slocum, general counsel and interim head, since the forced scares in 2008 linked to chili peppers. resignation of Vivian Schiller. The 57-year-old Knell wants to “calm the waters” and “depoliti- cize” the network. David Edwards, NPR chairman, noted that the McCannell to APCO Sesame Chief “led a large, complex organization through a tumul- tuous media environment.” Knell “has the skills, experience, talent and vision to lead NPR into an even more dynamic future,” said hristopher McCannell, chief of staff to former Edwards in a statement. Brooklyn/Staten Island Congressman Mike McMahon, Chas joined APCO Worldwide as VP in its D.C. office. Knell joined Sesame in 1989 and took over the top spot in 2000. Earlier he was managing director of Manager Media International, Democrat McMahon fell to Tea Party-backed Michael Grimm multimedia company that operates in Hong Kong, Singapore and in the 2010 election. Bangkok; senior counsel at WNET/Channel 13 in New York and McCannell joins the independent PR giant from Ameriprise, counsel to the Senate’s Judiciary and Government Affairs where he held the VP-government affairs post doing outreach Committee. to the House Financial Services and Senate Banking commit- NPR used Spencer Stuart to assist for the search for Knell, a tees. He also managed implementation of new rules under the director at Herrick & Struggles, an executive recruiter competitor Dodd-Frank reform law. to SS. McCannell has additional government relations experience, More than 27 million listeners turn in to NPR each year. The net- earned from repping U.S. Chamber of Commerce, work suffered a string of PR black eyes during the past year includ- PriceWaterhouseCoopers and Bank of America while at Quinn ing the firing of news analyst Juan Williams and an undercover Gillespie & Assocs. sting operation by conservative operator James O’Keefe. Earlier in his career, McCannell served on the staffs of Those mishaps intensified Republican calls on Capitol Hill to Democratic Congressmen Joe Crowley, Steny Hoyer and Paul “defund” NPR. Kanjorkski.

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International PR News Podesta ‘assigns’ Serbia pact Portland buffs Kazakhstan

odesta Group has assigned a $100,000 a-month con- he New York office of Britain’s Portland PR is repping tract inked with Serbia in May to Roberti White, Kazakhstan, providing strategic PA counseling, digital P according to Justice Dept. records. Tservices and media outreach for the second largest energy The initial pact inked by Tony Podesta called for the firm and economic power of the former Soviet Union. It also is tar- to develop “beneficial and efficient political and economic geting academics and public officials. relations” between Serbia and the U.S. Kazakhstan is taking criticism from human rights groups for a The well-connected Democrat agreed to enhance diplo- law put into place this month that requires religions to register with matic relations, increase investments and trade between the the government. Susan Corke, Senior Program Manager of two nations. Eurasia for Freedom House, says the “provisions are very trou- RW, “hereby assumes and covenants to perform” all obli- bling as they grossly curb Kazakhstani citizens’ right to freely gation of Podesta and guarantees to hold it “harmless from practice and express their faith.” any claim or demand made thereunder.” Kazakhstan strongman of more than 20 years, Nursultan The firm’s services will include “consulting and counsel- Nazarbayev, defends the measure as a means to root out extrem- ing (lobbying) directed at facilitation of strategic goals of ism in the aftermath of a terror plot that was foiled in August. the Republic of Serbia,” according to its filing. Porland was founded in 2001 by Tim Allan, a former senior A call to Podesta’s office about the Serbia assignment was advisor to former British Prime Minister Tony Blair and referred to Missi Tessier, who heads its strategic communi- ex-communications director of BSkyB, which is partly owned by cations unit. She has not yet been reached. Rupert Murdoch’s News Corp. The Podesta contract with Serbia was not filed with the The New York outpost is helmed by Charles McLean, former Justice Dept. It’s an attachment to the RW filing of Sept. senior managing director of Hill & Knowlton and communica- 23. tions and PA chief of the World Economic Forum of Davos. 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.

Covington & Burling LLP, Washington, D.C., registered September 23, 2011 for Principality of Liechtenstein, Embassy of the Principality of Liechtenstein, Washington, D.C., regarding representing the government of Liechtenstein in enhancing its relations with the United States government and the United States private sector.

Davis-Block, LLC, Washington, D.C., registered October 5, 2011 for Ambassador Jorge Ramon Hernandez-Alcerro on behalf of the Government of Honduras, Washington, D.C., regarding providing public affairs and policy consulting, including media relations, during the month of October 2011.

Squire Sanders & Dempsey, LLP, Washington, D.C., registered September 26, 2011 for Czech Republic, Ministry of Finance, Prague, Czech Republic, regarding representing the Ministry of Finance of the Czech Republic in the Ministryʼs Bilateral Investment (BIT) negotiations with the United States. The firm will also provide legal analysis and strategic advice to the principal. Lobbying News 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.

Access Partnership LLC, Washington, D.C., registered October 14, 2011 for Dell Inc., Washington, D.C., concerning Free Trade agreements and information technology.

Cassidy & Associates Inc., Washington, D.C., registered October 6, 2011 for BMW of North America, LLC, Washington, D.C., regarding Corporate Average Fuel Economy Standards (CAFÉ) and greenhouse gas (GHG) emission standards; electric and clean fuel vehicle legislation and automotive safety.

Conservation Pathways, LLC, San Anselmo, Calif., registered October 4, 2011 for Open Space Institute, Inc., New York, N.Y., regarding funding for land conservation programs through authorizing and appropriations legislation.

Crowell & Moring LLP, Washington, D.C., registered October 11, 2011 for Gibson Guitar Corporation, Nashville, Tenn., regarding the Lacey Act.

Ernst & Young LLP (Washington Council Ernst & Young), Washington, D.C., registered October 11, 2011 for Air Transport Association, Washington, D.C., concerning aviation security fee, aviation departure fee, excise taxes and FAA reauthorization.

NOVEMBER 2011 WWW.ODWYERPR.COM 45 Novmagazine:Layout 1 11/1/11 11:55 AM Page 46

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