Communications & New Media Feb. 2015 I Vol. 29 No. 2

EnvironmEntal & Public affairs issuE

tHE Politics bEHinD amErica’s latEst oil boom strEngtHEning clEantEcH branDs non-Profit branDing tiPs WHy Politicians rEmain out of toucH on climatE cHangE tHE DisaPPEaring stigma of tHE “DEsPot” cliEnt citizEns unitED: fivE yEars latEr

February 2015 | www.odwyerpr.com

Vol. 29. No. 2 February 2015

EDITORIAL PR’S EVOLVING ROLE IN Citizen’s United, five years later. PUBLIC AFFAIRS CRISES Recent headlines prove that PR’s 6 13 role in public affairs crises has FACEBOOK TOPS PORTUGAL elevated drastically. IN ECONOMIC IMPACT 10 Facebook stimulated $227 billion in economic activity for 2014, putting 8 WHY THE U.S. REMAINS it on par with the GDP of Portugal. OIL DEPENDENT For all his presumed environ- RUSSIA PR WORK SHOWS 14 mental cred, President Obama VANISHING STIGMA has presided over the largest oil According to a Politico feature, boom in recent history. Ketchum’s work for Russia high- 8 lights a PR culture no longer afraid B2Bs CAN TAKE CUES of taking controversial accounts. FROM NONPROFITS Taking a look at how nonprof- 14 www.ODwyERPR.COM PRIVATE EQUITY GIANT 15 its conduct outreach can help SUES OVER LEAK CLAIMS for-profit businesses increase Daily, up-to-the-minute PR news TPG Global has sued a former their bottom line. Bush white House Spokesman, 9 alleging that he threatened to dis- ON CLIMATE, POLITICOS close confidential documents. REMAIN OUT OF TOUCH 2015 could be the year policymak- WATCHDOG RIPS REGIME 16 ers’ tactics of ignoring climate “WHITEWASHING” science comes to an end. A report says countries are in- creasingly turning to PR and lob- 9 PROFILES OF ENVIRONMENTAL byists to conduct spying. PR & PUBLIC AFFAIRS FIRMS

CONDE´ NAST TO WRITE 18 ADVERTISER COPY RANKINGS OF ENVIRONMENTAL Condé Nast has announced it will PR & PUBLIC AFFAIRS FIRMS begin developing content for its 9 23 roster of advertising partners. EDITORIAL CALENDAR 2015 WASHINGTON REPORT January: Crisis Comms. / Buyer’s Guide BRANDING STRENGTHENS 28 February: Environmental & P.A. CLEANTECH INVESTMENT March: Food & Beverage Companies need funds, yet many columns April: Broadcast & Social Media investors are hesitant to com- 10 PROFESSIONAL DEVELOPMENT May: PR Firm Rankings mit capital until that service has Fraser Seitel demonstrated market potential. 24 June: Global & Multicultural FINANCIAL MANAGEMENT July: Travel & Tourism MAKING PUBLIC AFFAIRS, Richard Goldstein August: Financial/I.R. 25 September: Beauty & Fashion PR WORK IN LITIGATION BOOK REVIEW Communicators’ desire to deploy Jack O’Dwyer October: Healthcare & Medical strategic responses is often hin- 12 26 November: High-Tech dered in a lawsuit. 27 PEOPLE IN PR December: Entertainment & Sports

ADVERTISERS Bob Thomas Productions...... 8 Makovsky...... Inside Cover Cerrell...... Back Cover MediaMax Online...... 3 Cision...... 5 Omega World Travel...... 21 Davies Public Affairs...... 7 Strauss Media Strategies...... 17 Log-On...... 11 TV Access...... 24

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. www.ODwyERPR.COM Daily, up-to-the-minute PR news EDITORIAL Citizens United, five years later

anuary marked the fifth anniversary of the Supreme Court’s landmark Citizens United ruling that deregulated corporate campaign spending, and five years later, a shockingly EDITOR-IN-CHIEF tight-knit cadre of wealthy industrialists now plays a markedly pronounced role in shap- Jack O’Dwyer J [email protected] ing our elections and selecting our future leaders. Who knew? Case in point: The New York Times in January reported that conservative activists Charles ASSOCIATE PUBLISHER and David Koch now plan to spend nearly $900 million during the 2016 election cycle vis-à- John O’Dwyer vis the exceedingly deep pockets of their numerous political networks. This astounding figure [email protected] is on par with spending projections for our upcoming Democratic and Republican presiden- tial candidates, an amount one political advisor likened to Reuters in January an “electoral ASSOCIATE PUBLISHER arms race.” Kevin McCauley The Koch siblings, and the vast network of donors and advocacy groups affiliated with their [email protected] $115 billion Wichita-based empire, come with financial coffers so prodigious, so undeniably influential, that Politico in January said they now rival the Republican Party in their “ability to EDITOR Jon Gingerich shape policy debates and elections.” The Kochs’ affiliated networks spent nearly $400 million [email protected] during the 2012 election cycle and $300 million during the 2014 Midterms. Its juggernaut $900 million proposal for 2016 — to be bankrolled, in part, through Koch-related advocacy SENIOR EDITOR groups like Americans for Prosperity — inspired The New York Times in January to refer to Greg Hazley the Koch network as “an almost shadow version of the Republican Party.” Koch Industries, the [email protected] second-largest privately held company in the U.S., is now the life force of the modern conser- vative movement. CONTRIBUTING EDITORS In January, U.S. Senators and Presidential-hopefuls Marco Rubio, Rand Paul and Ted Cruz Fraser Seitel traveled to the Kochs’ annual, invitation-only winter seminar at a resort near Palm Springs, Richard Goldstein California to audition for the brothers and hopefully tap into their pools of power-donors. Five EDITORIAL ASSISTANTS years ago it may have seemed premature to campaign for an election 18 months away, but in a & RESEARCH post-Citizens United world there’s a new political rite of passage, a pre-primary primary, if you Chandler Klang Smith will (the Palm Springs event, organized by Koch-affiliated nonprofit Freedom Partners, was Caitlin Dullahan-Bates christened by The New York Times on January 20 “The Koch Primary.”). With this kind of mon- ey at stake, getting on the Kochs’ good side is a must for the 2016 Republican Party nominee. ADVERTISING SALES This is the political landscape in 2016. A small, monolithic network of mega-rich have un- Sharlene Spingler precedented influence in making or breaking a political candidate’s future. Citizens United’s Associate Publisher & Editor disastrous effects on elections can especially be illustrated in recent Congressional elections: [email protected] according to a January study published by the Brennan Center, titled “Election Spending 2014: Outside Spending in Senate Races Since Citizens United,” spending in Senate races has more John O’Dwyer Advertising Sales Manager than doubled by outside groups since 2010. In the five years since Citizens United’s passage, [email protected] Senate races have seen more than $1 billion in super PAC funding, and about 60% of those funds came from only 195 people. O’Dwyer’s is published monthly for $60.00 Of course, super PACs are obligated by law to disclose their donors, and a key provision a year ($7.00 fwwAve., New York, NY behind Citizens United’s passage was that outside fundraising groups would be prohibited 10016. (212) 679-2471 from coordinating their work with the candidates they support. As we’ve seen, however, many Fax (212) 683-2750. outside fundraising entities — like the Kochs’ beloved Freedom Partners, for example — fall under the nonprofit umbrella of Section 501(c) of the U.S. tax code (among them are social © Copyright 2015 welfare organizations and business trade associations), and as such, don’t have to divulge their J.R. O’Dwyer Co., Inc. roster of donors or how much they give. The prevalence of “dark money,” or funding from Other Publications: undisclosed donors, has exploded in elections. An October 2014 report released by Public Citizen found that many of these outside spending groups are led by candidates’ former staff or www.odwyerpr.com funded entirely by a candidate’s family, and that 42% of these groups that have spent more than Breaking news, commentary, useful data- $100,000 have devoted all their spending to a single candidate. According to the Public Citizen bases and more. report, “…many of the groups that Citizens United has spawned are essentially extensions of the candidates and parties that they serve … the existence of outside unregulated groups that O’Dwyer’s Newsletter serve individual candidates and parties has provided an easy end-around for those seeking to An eight-page weekly with general PR news, media appointments and placement avoid the laws limiting contributions to candidates.” So much for transparency. opportunities. The proliferation of corporate influence in America’s election process has become an issue of the times. Several hundred plutocrats now set the agenda, pick the lead- O’Dwyer’s Directory of PR Firms ers, then attack the issues in their way (environmental regulations, climate change leg- Listings of more than 1,300 PR firms islation, and of course, campaign disclosure laws are among them). A select few ben- throughout the U.S. and abroad. efit from the laws passed for all. According to an ABC poll published shortly after Citizens United’s passage, 80% of Americans opposed the SCOTUS ruling. Five years O’Dwyer’s PR Buyer’s Guide later, however, we’ve learned that even if money can’t buy love, it can buy a friend.  Products and services for the PR industry in 50 categories. — Jon Gingerich jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 FEBRUARY 2015 | WWW.ODWYERPR.COM

MEDIA REPORT Facebook claims larger economic impact than Portugal Facebook claimed it’s responsible for stimulating $227 billion in economic activity and creating 4.5 million jobs in 2014, according Deloitte study at the World Economic Fo- rum in Davos, says the analysis shows that to an analysis produced by Deloitte. That figure puts the $12 billion Facebook isn’t just disrupting traditional social network on par with the gross national product of Portugal. media but is creating new employment op- portunities and creating wealth. By Kevin McCauley “The good news is that the tech industry he report, titled “Facebook’s Global mobile devices. is powering the economy and creating jobs Economic Impact,” gauges the com- The study, according to Jolyon Barker, within and beyond its own campuses,” the Tpany’s marketing, platform, and con- Deloitte’s Managing Director for Technol- COO said in a statement. “Every day, busi- nectivity and then measures how they facil- ogy, Media & Telecommunications, finds nesses of all sizes, sectors, and skill sets are itated growth and jobs worldwide. Facebook unlocking new opportunities using the Facebook platform to grow and Giving Facebook an $8 billion cost base, through connecting people and businesses, expand.” Deloitte looked at the impact of providing lowering barriers to marketing and stimu- Sandberg said Facebook hired Deloitte tools for marketers, platforms for app de- lating innovation. for its work to be able to “understand the velopers and demand for data usage and COO Sheryl Sandberg, who talked up the economic impact that we are having.”  Russia PR work shows vanishing despot client stigma Ketchum’s nine-year campaign for Russia is emblematic of a D.C. PR and lobbying scene that no longer feels the stigma of “unsavory” that the ignominy US lobbyists and PR pros foreign accounts, according to a 5,600-word January feature on the used to fear in representing shady overseas relationship in Politico Magazine. accounts has lifted. By Greg Hazley “...Washington lobbying has turned into etchum had access to the highest age with mixed results, Politico report- a multibillion-dollar enterprise in which levels of the Russian government er Luke O’Brien writes. O’Brien sees the much of the stigma attached to shilling for Kas it worked to burnish Russia’s im- Ketchum-Russia relationship as evidence the unsavory has dwindled or been ano- nymized by big firms of lawyers and spin doctors; they are selling services these days, not salvation. The thinking goes something like this: It’s just business, and besides, lob- bying performs a useful function, as it’s im- portant to communicate with — and com- prehend — rivals and adversaries.” O’Brien outlines the Omnicom firm’s lu- crative campaign for Vladimir Putin’s pet- ro state, including difficulties presented amid military flare-ups, rancor between Ketchum and its Washington Group lob- bying operation, and Ketchum frustration that Russian officials often failed to heed advice about opening up to Western media. In one example, Ketchum is seemingly caught off guard as war breaks out between Russia and Georgia in 2008. “… Ketchum publicists suddenly found themselves trying to line up media inter- views with Russian officials and to creden- tial reporters for a war zone. It didn’t go well. The conflict generated angst in the firm’s New York office, where employees are more accustomed to selling Crystal Light than spinning a war. Georgian officials, meanwhile, were on the air nonstop railing against Russian aggression. Their PR oper- ation ran circles around Ketchum, which copped to its ‘communications failure’ in an internal document obtained by Politico Magazine.” Read O’Brien’s report at politico.com. 

8 FEBRUARY 2015 | WWW.ODWYERPR.COM Private equity giant sues PR exec over alleged leaks

Private equity firm TPG Global has sued its former global head of public affairs, Adam Levine, alleging in federal court the former Bush White House Spokesman took confidential documents and erie Plame leak scandal. Levine testified be- threatened to disclose information to the press to harm the firm. fore a grand jury in that case. Levine was previously VP of corporate By Greg Hazley communications for Goldman Sachs after evine, who joined TPG in 2008, made said Levine is a whistleblower: “Mr. Levine his White House stint as assistant WH press a “series of ominous threats against was dismissed because he had alerted TPG secretary and director of TV news. He was L[TPG] and its employees and began senior management to serious issues of a senior producer for “Hardball with Chris secretly accessing [TPG] proprietary and non-compliance and defrauding its inves- Matthews.” confidential information” after he was told tors of millions of dollars in fees and ex- TPG wants a court to order Levine to re- he would not be elevated to partner, ac- penses.” turn any documents or files and disclose cording to the complaint filed in US Dis- TPG, which says Levine has contacted who he gave any info to. The firm also seeks trict Court in Texas, where TPG is based. other media outlets, said it fired Levine on damages. The company says Levine on several occa- Dec. 31 in response to “continued threats The private equity firm said in its com- sions threatened to leak information to the and taking of TPG’s confidential informa- plaint that it learned of one instance of media to plant damaging stories about the tion,” according to the complaint. Levine’s access to confidential materials firm. At one point, the complaint alleges, when a reporter for the New York Times Levine was managing director of glob- Levine “commented that he would ‘take who had internal TPG emails contacted al public affairs before leaving TPG at the down’ TPG the same way that he took TPG in late December. TPG said a foren- end of the year. He told Reuters in early down Scooter Libby,” the former aide to sic investigation showed Levine forwarded January that he decided to go back into Vice President Dick Cheney who did jail (and apparently doctored) one such email politics. Levine spokesman Barbara Rohn time for lying about his role in the CIA-Val- to his own email address 10 days earlier.  Watchdog rips “whitewashing” of repressive regimes

Countries that once relied on their intelligence services to monitor foreign governments are increasingly turning to PR and lobbyists to do their spying and information-gathering, according to a report. that are responsible for war crimes or se- By Kevin McCauley rious human rights abuses as clients sits at complete odds with the various codes of eleased by Brussels-based Corpo- China), Patton Boggs (Georgia), APCO conduct and corporate social responsibility rate Europe Observatory, the 64- Worldwide (Azerbaijan), Levick (Nige- discourse that many PR firms and lobbyists Rpage study is titled “Spin Doctors to ria), Racepoint Group (Rwanda), BGR have signed up to.” the Autocrats: How European PR Firms (Kazakhstan, Bangladesh), Mercury PA Such representation, in the Observatory’s Whitewash Repressive Regimes.” It also (Uganda), Glover Park Group (Egyptian view, is “ethical tunnel vision.” covers the diplomatic/intelligence out- strongman General Sisi) and Ketchum The report, which the Observatory be- sourcing that goes on in Washington. (Russia) are fingered in the CEO report. lieves covers only the “tip of a larger ice- Prominent American firms such as The Observatory believes “representing berg,” can be found at corporateeurope. Qorvis (Equatorial Guinea, Saudi Arabia, authoritarian regimes, and governments org.  Condé Nast to write stories for advertisers

Condé Nast has unveiled 23 Stories by Conde Nast, copy shot, to fering marketers, for the first time, access to our unparalleled editorial assets,” said develop content for its advertising partners. Menicheschi in a statement. By Kevin McCauley The new operation is named after the number of floors that Condé Nast occupies he upscale magazine publisher be- paid advertising. in its new World Trade Center headquar- lieves its creative talent can write Pat Connolly, VP of Marketing Solutions ters. Tcompelling copy for distribution via for Condé Nast Media Group, heads the Condé Nast reaches 77 million people Condé Nast’s multiple platforms to increase operation, reporting to Marketing Chief each month via its digital, mobile and consumer engagement. The advertising Edward Menicheschi. video platforms. The company owns Van- content will be designed to blend in with “We are changing the branded content ity Fair, New Yorker, GQ, Allure, Glamour, editorial copy, rather than being tagged as game with 23 Stories by Condé Nast by of- Vogue, Wired and Bon Appetit. 

WWW.ODWYERPR.COM | FEBRUARY 2015 9 FEATURE How branding strengthens cleantech investment Today, many cleantech companies are caught in a Catch-22. To commercialize innovative products and services, companies need funds, yet many lenders and investors are hesitant to commit capital purpose, no story, is not an inspiring place until that technology or service has demonstrated market potential. to be.” Investors have lots of choices in the mar- By Andy Beck ket today, but your story can be the decid- t’s a frustrating situation for many entre- invest in a company is driven 60% by their ing factor. preneurs, but fortunately, a solution lies perceptions of the company, and only 40% Like your brand position, your corporate Iin the power of branding. by their perceptions of their products.” narrative will serve as a roadmap for fu- According to a recent report from Price- McKinsey has reported that B2B compa- ture decisions. Start by waterhouseCoopers, venture investment nies with strong brands outperform weak asking: Who are you? into the cleantech sector totaled $1.5 billion ones by 20%. Where did you come in the first three quarters of 2014, with an Take for example Nest and Tesla, both from? Why are you do- average deal size of $11.4 million. Potential cleantech companies have been very suc- ing this? investment sources for cleantech compa- cessful at attracting investors and custom- Every company nies are legion, including corporate stra- ers, why? They built strong brands. needs a vision of why tegic partnerships, traditional bank loans, “Positioning” in the marketplace it is in business, what angel investors, crowdsourcing, venture How are brands built? Clearly, this it aims to achieve and capital, accelerator programs or govern- doesn’t happen overnight. But a useful first its objectives for the Andy Beck ment resources. step is the creation of a brand positioning future. Your narrative Yet most of these investors are seeking statement. must be more than a tall tale with lit- companies with not just technological dis- A positioning statement is a compelling tle relation to reality; it needs to be honest, tinction — they also need proof that com- description of how you want your custom- relevant and meaningful. And crucially, panies can succeed and flourish in a high- er to perceive your organization. This is re- you must make sure that everyone in the ly competitive marketplace. This is why ally an internal guidepost. Every product, business brings this story to life in his or branding is crucial, and why cleantech en- service and marketing decision you make her daily work. trepreneurs must invest accordingly. regarding your brand has to align with and Visual presence on the web This can be challenging. The cleantech in- support your positioning statement. Once you have a brand positioning state- dustry is deep in scientific and engineering What makes a good positioning state- ment and corporate narrative, you have expertise, but light in the kinds of market- ment? Here are six keys to keep in mind: the foundational content to develop a vi- ing and communications skills needed to It’s memorable, simple and tailored to sual presence — and that is a good website. build strong brands. the target market. It’s the first place people go when trying to The power of brand It provides an unmistakable and easily learn more about a company and for inves- Fundamentally, a brand is what your or- understood picture of your brand that dif- tors, and customers, you never get a second ganization means to the customer. That in- ferentiates it from your competitors. chance to make a first impression. cludes, of course, what you make or do. But It is credible, and your brand can deliv- Your website allows visitors to quick- a brand goes beyond this to encompass, at er on its promise. ly gather information about a company’s best, a set of intangibles that powerfully Your brand can be the sole occupier of products, markets, history, team, and vi- connect the organization with its custom- this particular position in the market. You sion. All of the content needs to tie seam- ers. The names Apple, Coca Cola or Disney can “own” it. lessly back to the fiber of the brand; and mean more than simply computers, soft It helps you evaluate whether or not if messages and appearance are sloppy or drinks and entertainment. They each have marketing decisions are consistent with scattered, that may be the last visit from a an emotional meaning that provides the and supportive of your brand. potential investor. basis for a loyal customer relationship built It leaves room for growth. Branding cleantech companies is no easy on trust, respect and confidence. Telling your story task. It can be challenging to shift focus Take, for example, iconic American car Once you have established your posi- from product specs or service details to in- manufacturer General Motors. The com- tioning statement, it’s time to tackle your sights about how innovations translate into pany was on the brink of bankruptcy un- corporate narrative. As a cleantech startup, value for consumers. However, branding til the US government invested billions or even a well-established company, one of can be the key to securing the funding nec- of dollars in the company. This was done your most valuable assets is your story. essary to deliver technologies to commer- largely because of the government’s confi- “I’m hard-pressed to think of a company cialization, and ultimately, profitability. If dence in the GM brand and its ability to that doesn’t have an interesting founda- companies take the time to build a strong transform itself once again into a profitable tional story,” said Paul Smith, an executive brand, they can effectively position them- automotive leader. The results speak for coach, former Director of Market Research selves to prospective investors and propel themselves. at Procter & Gamble, and author of Lead their technologies and services to commer- Research has shown that strong brands With a Story. “But I suspect there are many cial success. have a 31% better total return to sharehold- that haven’t crafted and told theirs. And Andy Beck is Executive Vice President of ers than the MSCI World average. In fact, they’re important. People want to be part Makovsky’s Energy and Sustainability Prac- according to one consultant, “people’s will- of something bigger than themselves. A tice and the General Manager of Makovsky’s ingness to buy, recommend, work for and nameless, faceless corporation with no real Washington, D.C. office.

10 FEBRUARy 2015 | www.ODwyERPR.COM

FEATURE Making public affairs, PR work during litigation

No matter what industry you’re in, chances are at some point you’re these were two public entities — one was going to be involved in litigation. Unfortunately, communicators’ massive and the other one of the smallest proclivity to deploy a strategic response is often hindered in a in California. We had a frame — a goliath lawsuit. Here’s how counsel and communicators can work together public agency taking on a small community during this process. that depended upon this By Sean Rossall water for its very exis- tence. Our strategy took or those of us who aren’t lawyers, there’s While there have been attempts by the out the complex legal little fun about a lawsuit. It generally in- Los Angeles Department of Water and maneuvering and pre- Fvolves costly legal fees, time away from Power (LADWP) to mitigate the problem sented it as an age-old work and potential damage to the brand eq- over the past three decades, the real solu- underdog story. uity we’ve painstakingly built. Compound- tion only came through a cohesive strategy Framing the issue ing all of this is counsels’ common initial that involved litigation and public educa- For lawyers, there’s reaction to say and do nothing. It’s enough tion. Under the leadership of the local air usually one question: Sean Rossall to drive communicators up a wall. Fortu- regulator, Ted Schade, the region proac- does engaging in a pub- nately, that first “no” doesn’t have to be the tively launched a series of ongoing lawsuits lic relations and public affairs effort have the last word. against the LADWP. potential to derail our case? It’s a pretty ob- Let’s face it, when you’re the one filing the While the lawsuits were important, their vious and correct question for counsel to be lawsuit, it’s much easier to show counsel the greatest value was in providing a platform raising, and, as communicators, it’s our job benefits of deploying a cohesive public af- to regularly engage media and start a con- to demonstrate the value of a smart com- fairs and public relations program. When versation that reached the target audience munication effort. you’re the plaintiff, you’re essentially in the in L.A. Schade used every legal milestone So, what are the steps to getting there? driver’s seat; you know your story, you know to work with the media and educate LAD- Outline the facts. Create a clear and con- your end goal and you know what you’re WP ratepayers in L.A. and to reach local sistent set of facts, both as reported and as willing to settle for. Going through court elected leaders. For example, in December discussed with counsel. Place them in a nar- might not be the quickest way of achieving of 2012, after winning legal fees in the case rative framework that shows how you’d tell your goals, but if you deploy a targeted cam- from LADWP, Schade did a round of me- the story. paign to put pressure on your key audience dia interviews with L.A.-based media about Identify the audience. Sometimes, it’s as you might be able to advance your agenda the decision and outlined opportunities for basic as protecting a brand from damage more quickly. Avoid looking petty or overly LADWP to move past the issues. in the media; other times it might be about aggressive when you’re suing. While LADWP launched legal counter- reaching regulators who can help strike a As communicators, we all know the last attacks over the years, Schade stayed con- deal. Make sure you know the right audi- thing we want to be is on defense. Howev- sistent in his approach and message. His ences and detail how/why they need to be er, when you’re in court, at least one party message framed the litigation in a context communicated with. is defending itself. The key is avoiding the that was easily understood. He didn’t come Detail the pitfalls. Present an honest in- perception that you’re on the defensive. off as a bitter plaintiff, but rather an under- ventory of the strengths, weaknesses, op- When you’re trying to communicate during dog fighting to correct a historical environ- portunities and threats of deploying a pro- a defense case, it’s all about looking for the mental injustice. Ultimately, his message active public affairs and communications opportunities to be proactive and strategic resonated with Mayor Eric Garcetti and a strategy, both from a communications and in working with the media and employing landmark agreement was reached in 2014. legal perspective. advocacy that bolsters your case. However, had Schade failed to integrate a Develop a consensus strategy. Successful Despite differences in approach, the base- proactive public relations and public affairs organizations know that legal and commu- line reality is that strategic communications strategy, this highly complex and lengthy nications can’t work independently — rath- and public affairs can have a major impact litigation would have been largely ignored. er they need to have a healthy give and take on the outcome of litigation and can be a Making defense a positive position and build consensus. Communicators need positive complement to a lawsuit. So, how A few years ago, my firm was tasked with to bring the lawyers to the table — they to make it look effortless and convince finding a way to help a small water district need to develop and agree to strategies to- counsel that it’s the right thing to do? develop a public relations and public affairs gether to work. Avoiding plaintiff perceptions strategy that would bolster its defense. In Lawyers, like communicators, know the Owen’s Lake is located in the Sierra this case, it was important not only to tell value of facts and telling a story with them. Mountains in California; it’s a small com- the story strategically in the media, but also For communicators, it’s about working with munity that once was home to a robust lake. to advocate with elected leaders who could counsel and laying out the facts regarding One hundred years ago, the City of Los An- effectuate a settlement. how a particular strategy will not only sup- geles claimed rights to that lake and began In evaluating the case, a few things stood port them in court, but is in the best inter- to divert it through an aqueduct to quench out. First, the facts were extremely compli- est of their client. Granted, it’s a task easier the thirst of Angelenos some 400 miles cated: the fight was over who had the rights said than done. However, when counsel and away. The result is that the lake was drained to a small amount of water that was by the communicators work together, clients ulti- and a fine dust particulate was consistently local water district for a community of 4,000 mately win. whipped into the air — causing a variety of people. Secondly, the plaintiff had a poor Sean Rossall is Vice President of Cerrell As- health and environmental problems. reputation and lacked credibility. Finally, sociates. 

12 FEBRUARY 2015 | WWW.ODWYERPR.COM PR’s evolving role in public affairs crises

As illustrated by New Jersey Governor Chris Christie’s “Bridgegate” able 24 hours a day, people have the flexi- scandal and the ongoing strife between New York City Mayor Bill bility to take as much time as needed to de Blasio and the NYPD, it’s clear that PR’s role in public affairs make up their minds. A person no longer crises has elevated drastically. has to conform their thought process to the schedules of TV stations By Ronn Torossian and news media. While this benefit to the public hen it comes to handling public to the news media and hope that a problem puts additional pressure affairs crises, PR firms must now goes away before the nightly news is broad- on PR firms to provide Wnavigate a very different terrain. cast. Communications strategists have to self-preserving content, As the newscycle runs 24-hours a day and anticipate what people will think when a it also gives these firms television news has become a supplement story is presented to the public, and they the freedom to update to digital content, PR agencies have to be must act preemptively to prevent public the public on an ongo- on high alert at all times, especially when opinion from sinking before the entire story ing basis and introduce dealing with major national stories that can be presented. Once the public begins to constituents to the pub- Ronn Torossian can be damaging to political clients. Some reject an explanation, it becomes very diffi- lic officials in charge in a recent PR challenges that have dominated cult to ask people to believe new informa- more direct and engaging manner. the news cycle partly as a result of our “al- tion coming from the same source, and the Leveraging the opportunities ways on” news content creation and “trial by result is that a client looks worse than with- Specific types of non-voting issues re- Twitter” include Governor Chris Christie’s out the PR treatment. quire efficient PR management to reduce “Bridgegate” scandal and the strife that ex- As the PR counsel for the New York Ser- distractions from the day-to-day operations ists between New York Mayor Bill de Blasio geants Benevolent Association (SBA), our of clients seeking image rehabilitation. Cri- and the NYPD. In the recent past, these are firm has had a unique view of how this sis management is a high-stress job that things that would have worked themselves course of events can play out over the last requires sharp instincts and excellent crit- out in backrooms, but today are playing out few months. With a constant string of buzz- ical thinking abilities. These challenges are in a public forum — making the value of words circling the New York and national amplified as public figures react to sniping public affairs communications higher than media leading to public unrest and concern from opposing sides and long-buried frus- ever in framing a dialogue. about the city’s police force, our job has been Challenges faced by PR firms trations coming from the public. to educate and separate fact from fiction. A PR firm has to be able to work with bag- PR firms working on both sides of these We’ve done this by putting the President gage that comes along with a client while issues have had big challenges and oppor- of the SBA, Ed Mullins, on major media presenting the client’s side of the story in a tunities presenting their side to the public, and positioning him as the voice of logic. way that not only explains his or her point and those following these stories have ben- Having represented the SBA since 2011, we of view but also the reasoning behind con- efited from the new ground on which PR know that the organization keeps the image troversial past decisions. Negativity is never firms now tread. Many new techniques exist of “the shield” intact. pleasant, but sometimes it can’t be avoided. that can be used to bring a human element Like with any client, understanding the A successful PR campaign makes the client to clients’ stories and provide transparen- goals of these political affairs entities ulti- look better than it did before the crisis oc- cy to complex issues, and when the issue mately enables a successful execution. Benefits of the new media landscape curred, by leveraging all the available media at hand involves an opposing viewpoint, resources at the firm’s disposal. the same techniques can be used to protect Today, if a PR agency does its job correct- Ronn Torossian is CEO and Founder of 5W clients from negative information coming ly, the client has a virtually endless supply of Public Relations.  from the other side. positive news stories helping his or her pro- The public is getting more sophisticated fessional endeavors. Even if there’s no way PR news brief and better able to discern sleight of hand to save a client from negative press coverage, from genuine information, and the chal- they benefit from reduced damage to his or New PR network debuts lenge for PR firms is to stay one step ahead her public persona. The Global Communications Alliance network of of a public that is growing ever savvier. As Unlike other industries, with public affairs firms has launched with 10 members with market cov- erage in North America, Europe, Africa and Asia. with any conflict, there’s always a winner you aren’t “hoping” for coverage — you’re Agenda Global PA shop in washington represents and a loser, so by anticipating what can alter shaping coverage that will happen regard- the U.S. Doug Turner, Founding Partner of Agenda, said the public’s view of your client, you gain the less. For example, politicians who have many GCA members have worked with each other in opportunity to set the narrative from day been caught behaving badly or engaging the past and the new organization is a way to formal- ize those ties. one while also being able to course correct in taboo behavior may never get elected Joining Agenda as GAA members are Affaires Pub- when needed. to public office again, but with effective PR liques Consultants (France & Belgium), Bluesky Strate- PR agencies representing political figures treatment, the client will most likely have gy Group (Canada), Ethicore (South Africa), IMG Events and organizations must carefully balance no trouble beginning a new career. Eventu- & PR (Kenya), Navos (Germany), PLMR (UK), wilkinson their side of the story against their oppo- ally, the client’s reputation will benefit from Group (Australia), wit Communicatie (Holland) and youngNetwork Group (Dubai, Portugal, Angola and nents’ as well be nimble in adjusting mes- hindsight and the passage of time, and he or Mozambique). saging points as necessary to accommodate she can potentially run for office again. London-based PLMR will manage the alliance for the public’s reaction as the story unfolds. It’s The public benefits from the enhanced the first year. Leadership is to rotate. no longer enough to issue a flattering report availability of information. With news avail-

WWW.ODWYERPR.COM | FEBRUARY 2015 13 FEATURE U.S. energy debate reveals modern identity crisis America has a bizarre relationship with energy: statistics show we’re environmentally conscious yet proudly pro-fossil fuel at the same time; we want cheap energy but are growing increasingly wary about its consequences; we have a President lauded by environmentalists, yet he’s presided over the largest oil boom in U.S. history. Taken together, America’s energy debate has highlighted an all-too- human propensity to follow short-term rewards even after we’re aware of long-term side effects. By Jon Gingerich il now sells for about $50 a barrel, D.O.A. on Obama’s desk, its passage was environmentalists in January, when it was a 50% price drop from only seven clearly a symbolic gesture, but it’s also one announced new portions of the Gulf and Omonths before. As a result, we’re en- that underscores a bizarre proclivity in the large swaths of the Atlantic Seaboard — the joying the lowest gasoline prices we’ve seen U.S. to indiscriminately equate fossil fuel coasts of Virginia, North Carolina, South in six years, savings so significant that a Feb- production as analogous with economic Carolina, and Georgia — would be opened ruary Time front-page feature on the subject prosperity. We continue to see oil as a pana- for oil and gas drilling contracts. It’s curious claimed current pump prices are the equiv- cea, even when the facts tell us that in some timing, given not only his sworn veto of the alent of a $125 billion tax cut. cases, it’s anything but. Keystone project, but considering this news The precipitous drop in consumer fuel The proposed Keystone project can’t be came a week after the release of a study sug- prices can be attributed to everything from lauded for the jobs it would produce — at gesting global warming now has marine life increased Middle Eastern oil production to least not realistically. Employment figures on the cusp of extinction. Coral reefs have a recent easing of stock market speculation. have been bandied around for years, de- declined by 40% worldwide, according to More than anything, our current market pending wildly on which side is propagat- the report. The New York Times on January conditions exist by dint of the fact that we’re ing the message. The U.S. State Depart- 15 claimed that contracts for seabed mining experiencing an oil renaissance in the U.S., ment’s January 2014 study on the pipeline now blanket 460,000 square miles underwa- brought on, in part, by a surge in domestic estimated there would be at least some jobs ter. hydraulic fracking and oil-shale produc- — about 2,000 a year for the duration of the Americans want climate change action tion. The U.S. produced about nine million pipeline’s construction — but they would The public seem just as mercurial on the barrels per day by the end of 2014, almost dwindle to about 50 permanent jobs once issues of fossil fuels and the environment double what we produced just seven years the project is completed, in two years. And it as our leaders. Polls show Americans over- ago. can’t be for the fuel prices. The State Depart- whelmingly approve development of the Some states have witnessed a massive up- ment concluded that the project would have Keystone XL Pipeline — by as much as 80% tick in revenues as a result, but like every “little impact” on the prices consumers pay — but they also show, by almost the same other commodity, oil is influenced by the for gas. Finally, it can’t be for the oil. Tran- margins, that we want action on climate ebbs and tides of supply and demand; ex- sCanada tar sands is already getting into the change. A poll conducted by The New York cess product eventually provokes manufac- U.S., via rail, and it’s going to be refined with Times and Stanford University, published turers to cut labor and development, which or without this pipeline. Taken together, the by The New York Times on January 30, eventually impacts local, then national, only clear winner is TransCanada, which shows a majority of Americans — 81% — economies. Yet, while our stores of fossil will now be able to deploy tar sands into now believe climate change is at least par- fuels grow, America’s thirst for it remains the U.S. cheaper and more efficiently with tially man-made. Moreover, 77% of those incommensurately insatiable. Our oil keeps the completion of this project. This isn’t the polled believe the government should be getting cheaper, yet we’re in a fevered dash financial geyser Republicans envisioned, es- doing something about it. The real shocker: to produce more of it. pecially when mass-transit bills that would among those polled who identified as Re- Economic pipe dreams actually hire skilled workers were slashed at publican, nearly half — 48% — said they are With Republicans now controlling both the state level to make way for the Keystone now more likely to vote for a candidate who chambers of Congress, it’s clear they’re in- bill’s passage. will fight climate change. terested in sending the message that, after Obama’s environmental record dubious These figures support the notion that cli- six years of an ineffective Washington ma- Despite rhetoric that has indicated other- mate change could be a major narrative in chine, a new era of efficiency has arrived on wise, Obama has always been capricious on the 2016 elections, but it also underscores the Hill. And what better way to send this the environment. Election campaigns and the idea that more people are becoming message than through a series of aggressive states of the union have been rife with glob- aware of how climate science impacts them. policy initiatives aimed at forcing the Pres- al warming talking points, but his record In January, two separate scientific entities ident’s hand? has, thus far, been mostly unimpressive. — NASA and the National Oceanic and At- In January, the Senate defiantly passed Sure, the 2009 stimulus allocated $90 bil- mospheric Administration— reported that its veto-bound bill to clear construction lion to green energy, he forced the Depart- 2014 was the hottest year on record. for the Keystone XL pipeline. The contro- ment of Transportation to implement high- Arguably, given our track record, Ameri- versial project would transport bitumen, er vehicle fuel-efficiency standards, and he’s ca’s recent fuel savings could be terrible for a viscous soup of oil, sand, water, and clay, currently working on a bold coal pollution the environment, because airy economic from a preexisting TransCanada pipeline reduction policy with the EPA. But he’s nev- conditions traditionally have a habit of re- system in Hardisty, Alberta, about 1,200 er done anything to regulate fracking, and inforcing wasteful choices. Maybe we’re be- miles south to Steele City, Nebraska. From he failed to codify long-term regulations coming a culture no longer willfully blind there it would continue by another network on offshore drilling in the wake of the BP to the facts of climate change, but it remains of pipes, to be refined in the Gulf of Mexico. Deepwater Horizon disaster. to be seen if we’re willing to do much about Given the bill is basically guaranteed The Obama administration really enraged it. 

14 FEBRUARy 2015 | www.ODwyERPR.COM U.S. energy debate reveals modern identity crisis B2Bs can take communications cues from nonprofits Just as for-profits angle for market share, nonprofits battle to get a piece of a finite amount of philanthropy available. Whether the currency is donations or sales, taking an objective look across the ready. Content competition means that if aisle at our nonprofit counterparts can help all businesses increase you don’t provide what they want, they’ll their bottom line. find it elsewhere. By Mark Thabit Having a content strategy that covers narrow and broad topics helps TNC reach undreds of Facebook likes per post. “Having a promotions plan is key,” said different audiences and set them on a more Tens of thousands of Twitter fol- TNC Digital Marketing Strategist Kather- customized engagement Hlowers. A blog publication schedule ine Sather. “Set benchmarks and lean on path. that rivals media outlets. Not only has The analytics to inform future strategies. It’s The more content Nature Conservancy invested in content easy to skip this step if you’re short on time connects with target au- marketing, it’s following and creating best and resources, but it’s so valuable.” diences on an individu- practices. Having an overarching plan is a step in al level, as TNC’s often Many nonprofits, like TNC, do amazing the right direction, but to really drive re- does, the better it will work that the for-profit businesses can use sults you need to identify the strengths and perform. The content as a communications blueprint. And given limitations of each platform you use and has to go deeper than the primary B2B content goals are to drive tailor your plans and goals to them. focusing just on the Web traffic and improve sales lead quality, “We set goals for each platform based cause; it needs to match Mark Thabit should that come as a surprise? Nonprofits upon what growth we saw last year on the mission of the orga- undoubtedly want the same things. those platforms and where we see the plat- nization it represents. In TNC’s case, Some challenges are universal form growing next year,” said TNC Social its mission is “protecting nature, for people Considering that content and social me- Media Marketing Manager Trevor Martin. today and future generations.” dia help brands win attention and drive One goal, multiple messages As VanguardDirect noted, “A strong mis- revenue, it makes sense that these goals No one will ever say outright that you sion can unite your team, instill loyalty, and transcend brands and industries. Content, shouldn’t save the whales or coral reefs. engender endless advocacy.” Why not try to though, has proven particularly difficult to However, people have different agendas for convey that through content? master. supporting certain causes, just as they have Broadening audiences Only 24% of nonprofits believe their different reasons for wanting a product. The average TNC member is 67.5 years messaging connects with target audiences. To nurture target audiences to conver- old. TNC wants to appeal to a younger au- Only slightly better, 38% of B2Bs consider sion, communicators need the right social dience. The target? Millennials. their content marketing effective. Similarly, and blog content. TNC uses a wide variety TNC understands that pushing out the only a quarter of nonprofits have a docu- of contributors and content aimed at its same content on typically younger plat- mented content strategy, 10 percentage audiences. They develop monthly content forms like Snapchat or Instagram won’t en- points lower than the number for B2Bs. themes and tackle issues related to those gage younger targets. It needs to customize The for-profits in these examples have a themes from a scientific standpoint and content, right down to the language it uses. leg up, but both could stand improvement. through emotional appeals. For example, TNC Digital Editorial Man- As an example, let’s take a look at The Na- “TNC’s content shows balance by con- ager Megan Sheehan said they have found ture Conservancy and analyze the motiva- veying personality through nature, while that millennials don’t like terms like “our tion behind its strategies. showing situational gravitas on trending earth” or “our planet” because it makes Why TNC? The organization has saved topics or discussing environmental topics them feel separate from the world they 120 million acres and thousands of miles through a scientific lens,” Martin said. live. This influences how they construct the of river across 35 countries. The results Taking different angles on topics helps content they produce, but understanding date back to their inception 60 years ago, TNC reach different audiences while nur- the millennial viewpoint gives insights into but have been buoyed by their relatively turing them to the same end goal: to learn how they will search for environmental in- recent content and social strategies. They more, donate or volunteer. This same tactic formation on search engines, potentially produce content across platforms, mixing also drives customers toward conversions. vaulting TNC near the top of results. multimedia and feeding content geared to It’s not just angles that matter — it’s also It’s critical to monitor performance after scientists and everyday environmentalists. platforms. TNC has an impressive multi- deploying insights. Communicators always TNC’s efforts aren’t just applicable to envi- media library across its owned platforms have room for improvement. ronmentally focused marketing and PR. Its that entertain, educate and discuss trends “The launch isn’t the success,” Sheehan best practices will drive results in any in- and industry news. said. “You need to be a parent to your con- dustry from manufacturing to professional These days the best way to reach audi- tent, not a babysitter. You have to want it to services and anything in between. ences often is multimedia, but the how and grow and thrive.” Developing a strategy where ultimately depend on the audience. Yes, nonprofits call successful conver- The old saying “Failing to plan is plan- Even the most engaging content might not sions “donations” or “volunteers” while ning to fail” holds true in communications. resonate with your audience if it’s not on for-profits use “sales,” “customers” or “sub- But as discussed above, planning and de- their preferred platform. Don’t assume that scribers,” but when it comes to communi- veloping a content strategy is a bugaboo for they’ll come to you, make sure you bring cations many of the differences end there. a significant number of brands. your content to where your audience is al- Mark Thabit is CMO of Cision. REPORT Policymakers remain out of touch on climate change For years, politicians and members of the science community have been at odds on the divisive issue of climate change. Today, however, the public has joined that fight, and have taken sides with the latter by wide margins, rejecting the fossil fuel industry’s profit goals in favor of federal limitations on pollution and greenhouse gas emissions. For this reason, 2015 may be the year policymakers’ tactics of turning a blind eye to science could finally come to an end. By Aric Caplan ericles, the Greek statesman, declared interest and our trust on behalf of industry that’s not based on fear, but opportunity that people who take “no interest in special interests. In January, the 114th Con- … If you think (climate hasn’t) changed, Ppublic affairs not as apathetic, but as gress swore to “faithfully discharge the du- you’re kind of nuts.” completely useless.” It’s a lesson we should ties of the office,” per the Constitution. But, Will 2015 be the take to heart today. many political figures neglect what George year to end partisan The United States Election Project esti- Washington called an obligation to Civic bickering and respect mated only 36.4% of eligible voters turned Virtue more than 239 years ago, which was science? Last fall, Flor- out for the recent midterms, which was the seen as central to the success of the “com- ida’s Senator Marco lowest overall in the past 70 years. Clearly, munity.” Rubio defiantly told Americans hold politicians in extremely Today, imagine how the Founding Fa- ABC’s “This Week,” “I low favor. Could it be that most legisla- thers would view Civic Knowledge and ac- do not believe that hu- tors are not seen to be following a code of cess to the political process that they pro- man activity is causing ethics? The Gallop organization’s Honesty/ moted to encourage ordinary citizens to these dramatic chang- Ethics in Professions poll for 2014 vali- actively make a difference. To make matters es to our climate the Aric Caplan dates that view, and found lobbyists’ stand- worse, many politicians swap opinions for way these scientists ing at an appalling 6%, members of Con- the facts and deputize their own ideologies are portraying. And, I do not believe that gress at 8% and state officeholders at 14%. for radical social policy, which contradicts the laws that they propose we pass will do In contrast, trust among nurses ranked their so-called small government facade. anything about it. Except it will destroy our 82%, teachers 70%, and medical doctors Public, politicians divided on regulations economy.” Brazenly, Senator Rubio also re- and military officers, 69%. It’s time that we call out those who polit- jects what 97% of scientists assert, and de- Misinformation isn’t a public service icize the truth and reject science as long as nies support for his home state’s inherent Among lawmakers, it would seem that legislative solutions can be condemned as vulnerabilities, which many say is ground doing “the People’s business” carries a hefty “too liberal.” It’s no wonder Americans are zero for climate change impacts. price tag, which essentially is the cost of repelled by intransigence in Congress and An oblivious Representative Steve Pearce their own reelection. Consequently, too within many state legislatures. (R-NM) similarly claimed during an elec- many candidates nowadays check their in- Taken together, what are government’s tion-year debate that he’s confident our cli- tegrity at the ballot box and auction their obligations? In 2014, Americans polled mate isn’t changing because he has “Goo- loyalties to the highest bidders. The land- found clear majorities that supported pro- gled this issue.” Science deniers have relied mark 2010 Citizens United ruling that tection from the fossil fuel industry pol- on the trite expression “I am not a scientist” dismantled bans on corporate and outside luters as proposed by EPA’s Clean Power to deflect responsibly when confronted campaign spending and recent Supreme Plan. If enacted, we would breathe cleaner with the facts. Michael McKenna, a Repub- Court affirmations haven’t exactly discour- air, create more jobs and avert the damages lican energy lobbyist and advisor to House aged their behavior. from climate change. A Quinnipiac Uni- Republicans and conservative political The Sunlight Foundation, whose goal is versity poll from June 2014 found 58% of advocacy groups concerning energy and to make government more transparent and voters supported federal government lim- climate policy admitted the “I-am-not-a- accountable, found in a 2014 investigation itations on greenhouse gas emissions from scientist” idiom has to be “the dumbest an- titled “Follow the Unlimited Money” that power plants. A June NBC News/Wall swer I’ve ever heard. Using that logic would campaign resources awash with secret cor- Street Journal poll saw that 67% of Amer- disqualify politicians from voting on any- porate cash — aka “dark money” — “en- icans supported President Obama’s EPA thing.” He added, “Most politicians aren’t abled outside groups to run shadow cam- carbon pollution regulations. A Bloomberg scientists, but they vote on science policy. paigns for or against candidates of their News poll from that same month observed They have opinions on Ebola, but they’re choice.” Their searchable database tracks 62% of Americans would pay more for en- not epidemiologists. They shape highway groups paying for ads and other forms of ergy if it meant reducing air pollution from and infrastructure laws, but they’re not en- political communication. Ironically, many carbon emissions. And a May Washington gineers.” of those contenders are the same charlatans Post-ABC Poll showed that 70% of respon- On the campaign trail last fall, anoth- who basically resent most public sector dents support regulating carbon from pow- er well-known non-scientist, President employees, despite their own candidacy for er plants. Barack Obama, said, “It’s funny, if you ask highly coveted, bureaucratic positions. Climate change denial gets desperate a Republican in Congress if they believe in Fortunately our democracy is resilient, In January, EPA administrator Gina Mc- climate change, they say, ‘Well, uh, I’m not and it withstands numerous contradictions Carthy told the American Meteorological a scientist.’ But when it comes to a woman’s amid deep partisan divides where the quid Society at a town hall at the Phoenix Con- pro quo too often undermines the public vention Center, “We need to move in a way _ Continued on next page

16 FEBRUARY 2015 | WWW.ODWYERPR.COM right to choose, suddenly they’re a doctor.” Similarly, in October, the U.S. Department the effects of a warming planet are real. The Policymakers remain out of touch on climate change Vice President Joe Biden criticized Florida’s of Defense released its “Climate Change U.S. National Academy of Sciences and the GOP Governor Rick Scott, adding “He says Adaptation Roadmap” as the Pentagon U.K. Royal Society recently joined forces to when asked about climate change, ‘I’m not maintained that climate change is a “threat create a one-minute primer video explain- a scientist.’ But he sure the hell thinks he’s multiplier” that could exacerbate terror- ing climate science in the simplest terms. a doctor when he tells women what do.” ism, and recognizes a “long-term trend, They tackle how burning more fossil fu- The AP reported that line drew the loudest but with wise planning and risk mitigation els heats the planet and contributes to the applause of the event. Likewise, comedi- now, we can reduce adverse impacts down- arctic thawing, and in what ways people an and political satirist Bill Maher told an range.” generating more carbon pollution increase uproarious “Real Time” TV audience, “I A group of prominent scientists from the global temperatures and cause sea levels mean, they’re not gynecologists, either, but University of Miami, Florida State Univer- to rise. Right on cue, Bill Nye, the science it never stopped them from commenting sity and Eckerd College met with Governor educator popularly known as “Bill Nye the on that.” Rick Scott last August to explain climate Science Guy,” spoke about why it doesn’t I think Comedy Central’s Stephen Col- science and the urgency for his state to take take a climate scientist to realize that we bert put it best, saying, “I hope that these action. “This is not complicated,’’ David are “releasing carbon dioxide in the air at conservative leaders can inspire all the chil- Hastings, a marine science and chemistry a prodigious rate and ... the earth’s getting dren out there watching to think to them- professor from Eckerd, said. “We teach this warmer faster than it has ever gotten be- selves, ‘Hey, maybe someday I could grow to 18-year-olds every year, and I’ve been fore.” According to Nye, “to have a gener- up to be not-a-scientist.’ Remember kids,” doing it for 25 years. It’s not hard science.” ation of science students being brought up he added, “if you get unhooked on science Hastings told the Governor, “As scientists, without awareness of climate change is just early, maybe someday you could completely we’re the map makers. As policymakers, a formula for disaster.” lack any understanding of science and then you’re the navigators,” and “we need strong If someone’s ambition were truly to be- grow up to be the Chairman of the Senate leadership from your office, and from you come a citizen legislator by doing the Peo- Environmental Committee.” It should be in particular to minimize the impact.” Be- ple’s business, they ought to be more con- noted that Senator James Inhofe succeeded sides saying, “Thank you all,’’ Governor cerned with serving the public interest and Senator Barbara Boxer as the new Chair- Scott spoke no other related comments, working toward the common good, rather man of the Senate Environment and Pub- questions or promises to consider the cli- than fueling ideological misinformation. lic Works Committee. Politico recognized mate expert’s admonitions. Aric Caplan is President of Caplan Com- that he isn’t a scientist either, by reporting Whether or not elected officials admit it, munications in Rockville, MD.  that the longtime Oklahoma Senator is the Hill’s most colorful critic of man-made cli- mate change science, who categorically cit- ed the Bible to disprove global warming in his 2012 book The Greatest Hoax: How the Global Warming Conspiracy Threatens Your Future. Education on climate change paramount According to the Committee for Skepti- cal Inquiry, healthy skepticism promotes the scientific method and critical thinking. They also cleverly raised concern that the words “skeptic” and “denier” are not syn- onyms, as ordinarily misused in the No- vember 10, 2014, New York Times article “Republicans Vow to Fight EPA and Ap- prove Keystone Pipeline,” referred to Sen- ator James Inhofe as “a prominent skeptic of climate change.” Scott Horsley, a White House Correspondent for NPR News, called Senator Inhofe “one of the leading climate change deniers in Congress.” The Committee recently called on journalists to “use more care when reporting on those who reject climate science, and hold to the principles of truth in labeling. Please stop using the word ‘skeptic’ to describe de- niers.” You might also wonder what sort of ev- idence “not-a-scientist” governors and Members of Congress would need to be convinced and, as the popular hashtag urges, to #ActOnClimate. After all, NASA says, “Warming of the climate system is un- equivocal, as widespread melting of snow and ice and rising global average sea level.”

WWW.ODWYERPR.COM | FEBRUARY 2015 17 o’Dwyer’s guide to EnVIRonmEnTAl PR & PuBlIc AFFAIRs

Caplan President counsel and outreach services to a enables organizations to strategize Sean Rossall, [email protected] wide variety of corporate, non-prof- issues, articulate key perspectives CommuniCations VP, Media and Crisis it and government clients. Energy and leverage opportunities. llC and environmental issues are some Relevant cases include: Issues re- Cerrell is one of the country’s se- of the most challenging and com- garding healthcare reform, delivery nior public relations and public af- plex issues facing businesses and and policy; Copyright / trademark 1700 Rockville Pike, Suite 400 fairs firms. With an extensive depth Rockville, MD 20852 government today. 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Cerrell’s skilled Campaigns & tion and US Preventive Medicine. clear calls to action about sustain- Cerrell is equipped to engage in Issues Management team manages ability, environmental protection, the kind of collaborative, multifac- every aspect of a political or is- public health, resources manage- eted strategic problem-solving that sue-based campaign in a strategic CoynE pR ment and proper stewardship of delivers results our clients need in manner to achieve our clients’ goals America’s wildlife, public lands, complex, rapidly changing environ- — whether it’s achieving success and waterways. 5 Wood Hollow Road ments. Our firm provides services on Election Day or winning a vote Parsippany, NJ 07054 Clients include: Alaska Wilder- in the areas of media relations and before a governing body. 973/588-2000 ness League, American Lung As- crisis communication, local gov- A part of the Worldcom Public www.coynepr.com sociation, American Rivers, Ches- ernment advocacy, campaigns and Relations Group, Cerrell brings apeake Bay Foundation, Defenders 5 Bryant Park issues management, energy and global expertise and a depth of re- th of Wildlife, Earthjustice, Environ- environment and land use planning. lationships that are unparalleled. 28 Floor mental Defense Fund, Environ- New York, NY 10018 Our Media Relations & Crisis Both independently and through the 212/938-0166 mental Entrepreneurs, Evangelical Communication team’s expert un- global Worldcom network, Cerrell Environmental Network, Friends derstanding of the messages and has helped clients deploy both tai- 12400 Wilshire Blvd.Suite 535 of the Earth, Greenpeace USA, Hip events that move the media allows lored local and macro global strate- Los Angeles, CA 90025 Hop Caucus, League of Conserva- us to tell our clients’ stories strate- gies that have resulted in successful 310/395-6110 tion Voters, National Geographic gically. Successfully harnessing the public affairs and public relations Society, National Parks Conserva- power of the media is about more wins in some of the most challeng- Thomas F. Coyne, CEO tion Association, Natural Resources than just managing a story; it’s Rich Lukis, President ing circumstances. Kelly Dencker, Senior VP Defense Council, National Wildlife about making sure that you are a Federation, North Carolina Envi- Joe Gargiulo, Senior VP part of the public narrative. Having Kevin Sullivan, Senior Consultant ronmental Network, Physicians managed a variety of highly sensi- CoopERKatz & for Social Responsibility, Sierra tive crisis and litigation matters in Company Coyne is uniquely positioned to Club, Union of Concerned Scien- partnership with the legal commu- address public policy and sustain- tists, Waterkeeper Alliance, and nity, our team is expert in providing th ability issues that impact clients’ The Wilderness Society. 205 Lexington Avenue, 5 Floor the types of sensitive and respon- New York, NY 10016 short-and long-term business in- sive communications that are crit- www.cooperkatz.com terests. Working in collaboration CERREll ical to protecting our clients’ long with the firm’s team leaders, we and short-term reputation. Whether Ralph Katz, Principal develop public affairs campaigns 320 N. Larchmont Blvd. it’s telling our clients’ story locally Anne Green, President / CEO to educate government officials, Los Angeles, CA 90004 or driving an international narra- thought leaders and other stake- 323/466-3445 tive, we understand what it takes to CooperKatz has significant ex- holders. The agency has represent- www.cerrell.com cut through the clutter and to work perience helping clients respond ed prominent organizations such in an integrated way with other on- to complex business, public policy as Express Scripts, Atlantic Health Hal Dash, [email protected] going public affairs efforts. or environmental issues with inte- and Seventh Generation. Coyne Chairman and CEO Cerrell’s Energy & Environment grated communications solutions also counseled clients such as UPS Lisa Gritzner, [email protected] team provides expert strategic that deliver results. Our expertise and the Sealed Air Corporation, as

18 FEBRUARy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Environmental PR & Public Affairs Firms they formalized their sustainability and social marketing and behav- strategies and obtained recognition ior-change campaigns that deploy for achievements that have, and a mix of paid, earned, shared and will continue to be, fundamental owned media. elements of their core business op- Crosby ranks among the coun- erations. From thought leadership try’s leading independent agencies positioning to relationship building and has offices in Annapolis, Md., (government, NGOs, associations, and Washington, D.C. general and LOHAS consumer groups) to grassroots initiatives, our experts leverage and build upon DaviEs every existing asset to develop the most creative and meaningful sus- 808 State Street Santa Barbara, CA 93101 tainability initiatives. Companies 805/963-5929 that integrate sustainability into [email protected] their business strategies recognize www.DaviesPublicAffairs.com the importance of communicat- ® ing their practices, programs and Los Angeles The Crosby team works with EPA’s ENERGY STAR program to help pro- approaches with stakeholders. In- 310/395-9510 tect the environment and fight climate change. formed, responsible and knowl- Washington, D.C. edgeable consumers can increase 202/580-8930 the market share of a sustainabili- ty-minded company and be instru- John Davies, CEO ers, established private sector com- mental in achieving business goals. Robb Rice, Taylor Canfield, panies, innovative start-ups, utili- The members of our team are GRI Exec. VPs Finn paRtnERs ties, and non-profit organizations Lisa Palmer, Sr. VP — all who are dealing with com- knowledgeable and certified to help Joshua Boisvert, VP clients achieve this industry stan- 301 East 57th Street plex issues that can present unique dard. New York, NY 10022 communications challenges. Davies is the go-to North Amer- 212/715-1600 Specifically, with our counsel CRosBy ican public affairs firm for projects www.finnpartners.com and follow-through programs we facing complex, controversial per- 1129 20th St. NW, #200 drive visibility and inform the pub- 705 Melvin Avenue mitting fights and defining issues lic, lawmakers, opinion leaders, where public opinion is often the Washington, D.C. 20036 Annapolis, MD 21401 202/466-7800 (Finn) and the media on complex legis- 410/626-0805 decisive factor. 202/667-0901 (Widmeyer) lative and regulatory issues. We www.crosbymarketing.com Today, public approval means serve as overall managers of many just that, approval by the public. Anne Glauber, Global Issues national and multi-state public af- Raymond Crosby, President Citizens have greater influence (NY) Tammy Ebaugh, EVP, Chief fairs campaigns, execute high-pro- over the decision-making process, Amy Terpeluk, Global Issues file media relations programs, plan Strategy Officer especially when a decision maker (NY) Jeff Rosenberg, Advocacy & news-making events and initiate is an elected official or government Jessica Ross, Public Affairs Social Marketing Practice Leader (Finn Partners D.C.) broad-based grassroots advocacy Joel Machak, Executive Creative agency. Jim Luetkemeyer, Public Affairs efforts. We direct successful issues Director Davies has a proven approach to (Widmeyer D.C.) management campaigns inside the transform public opinion and lever- Beltway, in key states and globally. For 40 years, Crosby has helped ages authentic grassroots that mo- The Finn Partners companies, clients Inspire Actions That Mat- tivates and cultivates supporters to including Widmeyer Communi- ter™ — actions that positively im- speak out on your behalf, overcom- cations, offer award-winning and G&s BusinEss pact people’s lives and contribute ing manufactured opposition to win proven expertise in Environmental to the greater good. From inspiring timely public approvals. PR and in Public Affairs. CommuniCations Americans to save energy to stop- We provide strategic public af- Our staff members in the envi- ping the spread of invasive species fairs support, issues management, ronmental practice have extensive that harm our natural resources, crisis communications support, Worldwide Headquarters understanding of today’s key issues 60 East 42nd Street, 44th floor Crosby partners with clients to raise public opinion research, data min- and tomorrow’s considerations. New York, NY 10165 awareness and spur action on issues ing, database development, project They confront client issues rang- 212/697-2600 relating to the environment, energy, messaging and branding, material ing from: sustainable agriculture, Sustainability Consulting Practice: public health, sustainability and re- development, digital and social renewable energy, climate change, 312/648-6700 sponsible development. strategy and implementation, and clean technology, energy efficien- www.gscommunications.com Crosby serves a wide range of grassroots outreach and activation. cy, water pollution and scarcity, [email protected] nonprofits, advocacy groups, gov- Since 1983, Davies has been smart grid to green buildings. ernment agencies and companies consistently recognized among Luke Lambert, President & CEO And, with Widmeyer Commu- Jeff Altheide, Executive VP in the environmental sector. The the top strategic communications nications, Finn Partners’ public af- Ron Loch, Sr. VP & Managing firm has created award-winning firms nationally and been chosen fairs practice has established itself Director, Sustainability Consulting outreach and integrated campaigns for hundreds of industry awards. as a leader in the sector. Practice for the EPA Energy Star program, Davies offers public affairs exper- The Finn/Widmeyer Public Af- USDA, Super-efficient Equip- tise across multiple industries, with fairs team includes staff in both G&S Business Communications ment and Appliance Deployment specialties in Real Estate, Energy & Washington D.C. and New York. partners with clients seeking a stra- (SEAD) initiative, Apex Wind En- Environment, Mining, Oil & Gas, We specialize in raising awareness tegic approach to corporate social ergy, the Catholic Coalition on Cli- and Crisis Management. for many causes utilizing the un- responsibility (CSR) that improves mate Change and others. Clients: AES, Anglo Ameri- derlying issues to strengthen our relationships with stakeholders and Services include marketing re- can, Augusta Resources, Colony clients’ corporate reputations, sup- realizes greater business value from search and planning, brand devel- Capital, Dominion, ExxonMobil, port marketing goals, elevate non- sustainability efforts. opment, stakeholder engagement, GenOn, HomeFed, HudBay Miner- profit initiatives and change public community and multicultural out- als, KGHM, Newland, NRG, Shea thinking with measurable results. reach, PR, digital marketing, PSAs, Homes, SoCal Gas, and Walmart. Our clients include industry lead- _ Continued on page 20

ADVERTISING SECTION | www.ODwyERPR.COM | FEBRUARy 2015 19 Profiles of Environmental PR & Public Affairs Firms

in highly specialized business sec- deliver clients’ messages and influ- public policy interests and inspire G&S BUSINESS COMMS. tors that require focused knowledge ence opinion on legislation, regula- action among key stakeholders. _ Continued from page 19 to connect and communicate with tion and appropriations at the state customer and investors. This was and local levels. puBliC the inspiration for our guiding prin- We’re routinely engaged by lob- With headquarters in New York, ciple, “The Power of Specialized byists to reinforce their efforts by CommuniCations offices in Chicago, Raleigh and Thinking.” generating constituent messages, Basel, Switzerland, and affiliates We have an extraordinary record news coverage appearances, edito- inC. in 50+ countries, we advise on of success in building name recog- rial commentaries, expert testimo- sustainability reporting, strategic nition, share of voice and increased ny and research studies. Our clients One East Wacker Drive messaging and stakeholder engage- revenue for companies of all sizes. Suite 2450 include publicly traded multina- Chicago, IL 60601 ment, materiality analysis, green Led by the U.S. Department of En- tional corporations, mid-sized com- technology marketing, supply chain 312/558-1770 ergy’s former head of public affairs, panies and small private practices. Fax: 312/558-5425 monitoring, and cause marketing. our energy and sustainability prac- We’re knowledgeable in many www.pcipr.com Our portfolio encompasses a broad tice has decades of collective expe- industries including environmental array of media, content, creative, rience working with and for com- services, energy, financial services, Jill Allread, APR, Pres. & CEO digital, social, and event services. panies just like yours. The firm’s healthcare, higher education, hos- Pamela Oettel, CFO & COO Annual editions of our Sense & services include brand positioning, ® pitality, legal, manufacturing, non- Sustainability Study continue to corporate identity design, Website profit, real estate, retail and tele- Experience distinguishes PCI as be an authoritative source for re- design, content development, pro- communications. a go-to agency on green issues. We search into consumer opinions on gramming, public outreach, media serve a diversity of environmental the corporate commitment to envi- relations, and thought leadership clients, from advocacy organiza- ronmental, social and governance development. mWW tions and professional associations, (ESG) responsibilities. G&S also Our success stories typically in- nationally ranked zoos and aquari- advances thought leadership via volve complex challenges that re- One Meadowlands Plaza ums, conservation groups and reg- programs that feature journalists quire deep energy sector insights; East Rutherford, NJ 07073 ulatory agencies. It is an agency from leading news organizations, 201/507-9500 seamless integration of public rela- [email protected] priority to use sustainable business among them Businessweek, News- tions, public affairs and marketing [email protected] practices daily at PCI because we week and Time. across traditional, digital, social, [email protected] share the belief with our environ- We achieve business results by and experiential media channels; www.mww.com/mwwgov mentally conscious clients that it’s precisely aligning sustainability and detailed measurement to deter- important to live sustainably. communications with corporate mine impact. Michael Kempner, President Several of PCI senior counsel- strategies. and Chief Executive Officer Insights, integration and impact. William Murray, Executive Vice ors have significant experience These three simple, yet comprehen- President, Public Affairs working in and for environmental maKovsKy sive steps are the keys to building Douglas Smith, Executive organizations. This first-hand expe- a successful energy brand. They’re Vice President, General Manager, rience brings extraordinary insight EnERGy anD also what we do best. Washington, DC and benefits to our clients through sustainaBility MWW, one of the nation’s top PCI’s creative strategies to our un- maRX laynE mid-sized public relations firms derstanding of knowing what words pRaCtiCE and one of the five largest inde- resonate and prompt public engage- & Co. pendent global agencies, is a lead- ment on green issues. 1425 K Street, NW ing expert in the public affairs and For most of our 52 years, PCI has Washington, D.C. 20005 31420 Northwestern Hwy., #100 government relations fields. Having represented clients in the conserva- 202/587-5634 Farmington Hills, MI 48334 worked at the highest levels of the tion and environment field. Today www.makovsky.com 248/855-6777 Ext. 105 executive branch, Congress and a growing segment of our business [email protected] consists of clients that seek nation- Andy Beck, Executive VP www.marxlayne.com state and local governments, we understand how to help our clients al and regional counsel on issues, including land use, water quality, Matter More™ in Washington, DC In today’s crowded and competi- Michael Layne, Managing wildlife conservation, marine life tive energy markets, many compa- Partner and in the communities where deci- sion-makers operate. protection and living sustainably. nies are falling short in their com- We create and launch campaigns, munications. They’re forgetting For more than 25 years, De- Our extensive experience, con- tacts and deep access to Democrat- operate consumer awareness pro- a vital principle: that we motivate troit-based Marx Layne & Com- grams; celebrate announcements behavior by understanding and pany has provided outstanding, ic and Republican leaders in major congressional committees and gov- and milestones; manage social addressing the desires and needs results-oriented communications media campaigns and create con- of the end-user customer. Vaunt- counsel to a broad range of clients ernment agencies enables clients to achieve their public policy goals at tent and strategies that inform, ex- ing product and service attributes in the business, government and cite and connect publics with our — the default marketing formula nonprofit sectors. the federal, state or municipal level. MWW offers in the State House, clients’ messages. This includes among many companies — will Our proven ability to design and handling crises, coaching spokes- only move the needle so far. What’s launch successful public relations on-the-ground capabilities in all 50 states through its proprietary persons and providing an outside-in often lacking is the missing link: campaigns, develop creative com- perspective that is difficult for peo- CapitolEdge™ 50-State legislative persuasive communications to munications solutions and exceed ple within an organization to mus- end-user customers, based on gen- client expectations has earned us a and public affairs network. With a deep understanding of all commu- ter. uine insight into how the products reputation as a valued partner and More than 75% of PCI’s new and services benefit end-users and an industry leader. We are highly nications channels — social media, advertising and traditional media business is generated through word address their needs. This is where skilled at integrating communi- of mouth, including referrals and Makovsky comes in. cations, utilizing media relations, relations, direct mail, stakehold- er mapping and proprietary cre- personal recommendations from Makovsky was founded on —and social media, content marketing, our clients. This is particularly true continues to be guided by — a sin- community relations and crisis ative strategies — and our proven gular vision. Before many others, communications. grassroots, grasstops and consen- sus-building communications pro- we saw that agencies could play a Our account professionals cus- _ Continued on page 22 vital role in helping clients succeed tomize high impact strategies to grams, we help raise our clients’

20 FEBRUARy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION

Profiles of Environmental PR & Public Affairs Firms

helped make energy-efficient “mi- crogrids” a sought-after option for sEvEntWEnty updating our aging power system. stRatEGiEs Vanguard combines the compre- hensive services of a large agency 1220 19th St. NW, Suite 300 with the commitment to customer Washington, DC 20036 service of a boutique firm. Clients 202/962-3955 have included the U.S. Environ- Fax: 202/962-0995 mental Protection Agency, Consor- www.720Strategies.com tium for Ocean Leadership, Galvin Electricity Initiative, environmental Pam Fielding, President Vlad Cartwright, Executive VP protection legend Brock Evans (in Jeff Oldham, Managing Director promoting his 2014 release, Fight & Win: Brock Evans’s Strategies SevenTwenty Strategies is an in- for the New Eco-Warrior), Vermont tegrated public relations and public Energy Investment Corporation, Sachs Media Group: Ron Sachs, President/CEO and Michelle Ubben, affairs agency specializing in help- Oceana and more. Partner, COO, & Director of Campaigns & Branding. ing America’s top brands listen to, engage and interact with their most WEBER The firm is headquartered in Tal- important stakeholders — online PCI lahassee, with offices in Orlando and off. Leveraging a savvy inte- sHanDWiCK _ Continued from page 20 and Washington, D.C. SMG is the grated mix of media engagement, go-to firm for public affairs in Flor- digital marketing, grassroots/grass- 733 Tenth Street, N.W. within our conservation and en- ida and the southeast. tops, social media advocacy and Washington, D.C. 20010 vironment practice since PCI has issues management, SevenTwenty 202/383-9700 www.webershandwick.com established a reputation of under- sCHnEiDER supports the public relations, public standing our clients’ needs and de- affairs and PAC programs of some Cindy Drucker, Executive VP livering results. assoCiatEs of the nation’s most dynamic For- Paul Massey, Executive VP Once clients begin working with tune 500 companies and trade asso- Weber Shandwick is one of the PCI, they stay. Nearly half of our 2 Oliver Street, Suite 402 ciations. clients in the conservation and en- Boston, MA 02109 Serving clients in the health care, world’s leading and most innova- vironmental fields have been with 617/536-3300 energy and consumer industries in tive communications firms with 126 us 10 years or more and our clients www.schneiderpr.com the US and globally, our team of offices in 81 countries. Through our benefit. media and digital strategists, poli- Social Impact and Energy offer- Joan Schneider, Chief Executive cy writers, designers and branding ings, we bring clients a full-range Officer & Founder experts takes an individual, re- of strategic, integrated communica- saCHs mEDia Phil Pennellatore, President search-based approach to each cli- tions services along with in-depth GRoup ent engagement, tailoring our strat- subject matter expertise needed to At Schneider Associates, we de- egies accordingly to ensure they navigate the complexities of the fine public affairs as anything that social responsibility, sustainability 114 S. Duval Street reflect the unique identity, culture Tallahassee, FL 32301 impacts public opinion and drives and set of needs of each client. and energy-related arenas. 850/222-1996 behavior. In today’s complex com- Weber Shandwick’s global Social www.sachsmedia.com munications environment, missteps Impact team works at the intersec- can result in instantaneous online vanGuaRD tion of corporate social responsibil- Ron Sachs, President & CEO crisis situations that can lead to CommuniCations ity, sustainability and social issues. offline media challenges. Whether The team creates best-in-class, Sachs Media Group (SMG) is you’re facing a media crisis, se- award-winning engagement cam- Florida’s dominant public affairs 2121 K Street N.W., Suite 650 curing approvals, advancing social Washington, DC 20037 paigns, partnering with leading cor- communications firm, building or environmental causes, or trying [email protected] porate, foundation, and nonprofit public and opinion-leader support to influence decision-makers at all www.vancomm.com clients to advance shared value and for issues of statewide, regional and levels of government, Schneider positive change on business and so- national importance. With strong Associates can help. Maria Rodriguez, President cial issues with consumers, thought bipartisan relationships, the SMG We implement a proprietary leaders, media and other key stake- team is a smart, strong and strate- process known as Community Since 1987, Vanguard Communi- holders. Our global Energy team gic partner to any successful gov- Launch™ to develop campaigns cations has specialized in initiatives provides tailored communications ernment relations team, generating and government relations strategies that educate the public, change and engagement services designed public support, on-message media for premier commercial, retail, and perceptions and behavior, affect to meet the continually evolving coverage and third-party validation residential real estate developers public policy on critical issues and energy efficiency, renewables, en- of client priorities. as well as corporations, nonprofits, ultimately protect the health and ergy innovation, utilities, oil & gas The firm combines public rela- institutions and municipalities. We well-being of all of us. A Hispanic and chemical marketplace. tions, marketing, advertising, crisis build support to drive initiatives woman-owned firm, our roots in the Weber Shandwick counsels cli- management, grassroots and digi- through the public process, and ex- environmental movement run deep: ents on social responsibility, sus- tal/social media strategies, creating ecute campaigns for our clients. Early on, we helped make Earth tainability and energy issues man- effective campaigns for corporate, Schneider Associates is a full-ser- Day’s 20th anniversary celebration agement and public affairs strategy nonprofit and government clients vice public relations and integrated the most publicized environmental in partnership with the agency’s and is a national leader in branding marketing communications agen- event of its time by educating phy- specialized public affairs division, and public education campaigns. cy specializing in Launch Public sicians about the migration of infec- Powell Tate, based in Washington, The firm’s leadership team — Relations®, a proprietary method tious disease due to climate change. D.C. Powell Tate staff includes top steeped in media, government and of launching new and revitalizing More recently, we helped brand and communications and policy experts politics — deeply understands how iconic products, services, com- position the local DC Sustainable from both parties on Capitol Hill, to shape issues, move public and panies and communities to build Energy Utility, built partnerships the White House, federal agencies, policymaker opinion, and win in awareness, excitement, and sales. and generated media for World trade associations, advocacy orga- the halls of power. Visit www.schneiderpr.com Environment Day in D.C., and nizations and the media. 

22 FEBRUARy 2015 | www.ODwyERPR.COM | ADVERTISING SECTION o’DWYER’sEnVIRonmEnTAl & PuBlIc RAnKInGs AFFAIRs PR FIRms

Firm Net Fees (2013) Firm Net Fees (2013)

1. APCO Worldwide Wash., D.C. $31,666,325 18. Moore Comms. Group Tallahassee $665,556

2. Edelman New York 14,931,638 19. OCG PR Ft. Worth, TX 649,883

3. Davies Santa Barbara 10,980,650 20. Makovsky New York 550,000

4. Cerrell Associates Los Angeles 4,001,072 21. French | West | Vaughan Raleigh 519,315

5. Development Counsellors Int. New York 3,872,478 22. Kaplow New York 500,000

6. Finn Partners New York 3,823,907 23. Peppercomm New York 490,133

7. Rasky Baerlein Strat. Comms. Boston 3,554,013 24. PadillaCRT Minneapolis 439,000

8. Singer Associates San Francisco 3,500,000 25. Standing Partnership St. Louis 424,259

9. MWW New York 3,210,000 26. McNeely Pigott & Fox PR Nashville 365,267

10. Sachs Media Group Tallahassee 2,614,082 27. Landis Communications San Francisco 250,000

11. SevenTwentyStrategies Wash., D.C. 2,243,397 28. Schneider Associates Boston 221,461

12. LEVICK Wash., D.C. 1,524,955 29. Seigenthaler PR Nashville 165,592

13. Crosby Marketing Comms. Annapolis, MD 1,247,813 30. VPE Public Relations S. Pasadena 157,858

14. Butler Associates New York 804,374 31. Zeno Group New York 133,270

15. Allison+Partners San Francisco 800,000 32. Gregory FCA Ardmore, PA 80,000

16. Jackson Spalding Atlanta 798,739 33. Rosica Paramus, NJ 40,000

17. Public Communications Inc. Chicago 676,133 34. Linhart Public Relations Denver 26,429

© Copyright 2015 The J.R. O’Dwyer Co. OPINION Professional Development The best crisis defense: the truth

By Fraser Seitel tial reluctance and later sparse commen- saved. His failure to tell the truth has ren- tary about any role in he may have played dered a death knell on his career. here’s a reason that Chris Christie in purposely causing traffic jams on the Now contrast the fate of these truth de- won’t win the Republican nomination George Washington Bridge. niers with that of two others, one who ad- Tfor President, and Bill Cosby may Basically, Christie feigned ignorance of mits his guilt, the other who professes his the whole mess, blaming the tie-ups on the never perform stand-up again. innocence, lawyer Alan Dershowitz and rogue actions of a long-term subordinate, They’re both per- newsman Steve Kroft. ceived to be hiding who owed her career to him and rarely act- The combative Dershowitz was accused the truth or, stated ed without his approval. a tad less political- In other words, Christie’s convenient recently of having sex with an underage ly correct, lying. passing the blame onto a hapless subor- girl, hired by his former client, sleazeball The citizens of dinate simply didn’t wash, especially for investor Jeffrey Epstein. The girl’s lawyers New Jersey have, one who has presented himself as a tough, singled out Dershowitz and England’s according to the hands-on manager. Christie was perceived Prince Andrew as recipients of convicted polls, largely given as a liar, and his political upward mobility sex offender Epstein’s largesse. up on their port- is over. While Prince Andrew was mum in the ly governor, and The same can be said for Cosby, the erst- face of the allegations, Dershowitz came he — judging by while role model, now dogged by endless- storming out with both barrels blazing, Fraser P. Seitel has his love affair with ly-escalating charges of sexual abuse. Cos- been a communications insisting he had never even met his accus- consultant, author and the loathsome Jer- by’s lawyer — but not Cosby, himself — has teacher for more than ry Jones in Dallas denied the charges. Having a lawyer profess er. Dershowitz took his case to CNN, the 30 years. He is the au- and his growing your innocence is, of course, the least-con- “Today Show,” the Hollywood Reporter and thor of the Prentice-Hall absences from the vincing proof an accused individual can anybody else who cared to listen. text, The Practice of serve up. Public Relations. state — on them. Said the embattled counselor, “I’m going Christie’s steep As Cosby continues to dig a deeper hole to demolish this woman’s credibility and decline, of course, by lamely joking about the mounting ac- prove she’s a serial liar. I won’t rest until stems from the infamous Bridgegate scan- cusations against him, he has become a the lawyers admit they made it up.” He also dal of a year ago, and the governor’s ini- pitiable character. The comedian can’t be promised to have the woman’s lawyers dis- barred as a result. So rather than hiding or ignoring the damning allegations, Dershowitz did just the opposite. He sought out public atten- tion, because, presumably, the truth was on his side. And finally, there was poor, cornered Steve Kroft, the CBS “60 Minutes” news- man, outed by the National Enquirer for an adulterous affair with a mistress. While others might have let the whole, sordid tale play itself out without com- ment, to the glee of the New York Post, Daily Mail and like-minded purveyors of scandal — Kroft took the high road in his low-life tale. The chastened newsman acknowledged his dalliance, “I had an extramarital affair that was a serious lapse of personal judg- ment and extremely hurtful to my wife and family, and for that I have nothing but re- gret.” Gravely embarrassed? Of course. Dam- aged credibility? Without question. But the difference between Kroft, who admit- ted the truth, and Christie and Cosby, who didn’t, is that the former’s career will con- tinue, relatively unimpeded, while the best days of the latter two are clearly behind them. 

24 FEBRUARY 2015 | WWW.ODWYERPR.COM Financial Management Out-of-pocket expenses in the PR industry

By Richard Goldstein There may be a question as to whether er for expenses. Items representing CPT an item is an agency or client expense. For should be billed separately enclosing any hen considering client profitabil- example, if you take a client to lunch, that necessary documentation. ity and overall agency profitabil- seems to be an agency expense. However, Mark-up Wity, the recovery of out-of pock- if you take both a client and an editor to Many agencies do not mark-up client ex- et expenses (OOP) can be a key factor for lunch, that is the client’s expense. Remem- penses. This is a mistake. You are provid- agency profitabil- ber there is no such thing as a free lunch. ing a service to the client and in some cases ity. Under certain The rule of thumb is: Anything you do or acting as a bank! Often, the agency’s direct circumstances a spend on behalf of the clients gets billed OOP expense is increased by 17.65% (This mark-up on these back. has been a stand in the industry for as long expenses should Substantiation as I can remember.) It represents, in addi- be considered. Un- One way to impress a client as well as the tion to the dollar for dollar reimbursement, fortunately, many IRS is to show that the agency has strict a fee to cover the time and series involved agency principals record and receipt-keeping requirements. in obtaining the item or the third-party ser- tell me that they Generally your client will expect you to vice billed. It is important that this provi- do not mark–up meet the IRS substantiation requirements. sion be spelled out correctly in your client OOP expenses and In order for you or your client to deduct agreement and be reviewed with your legal more importantly, a business expense, it must be an “ordi- counsel. If a client does not want to pay the Richard Goldstein is do not understand nary and necessary” business expense. mark-up, consider having the client direct- a partner at Buchbind- er Tunick & Company the book and tax These terms have been broadly defined to ly negotiate the terms of the third party ser- LLP, New york, Certified accounting rules mean customary or usual, and appropriate vice provider and have all bills go directly Public Accountants. for these expenses. or helpful. Thus, if it is reasonable in your to the client for payment. Accordingly, this business to entertain a reporter or other Caution month I am dis- business people, you should pass the de- When you bill back a client expense or cussing what you need to know about OOP. ductible test. an overhead expense, there could be sales Types of expenses In order for your client to deduct, as an tax issues. For example, the state can take The expense part of a client budget at a example, a meal expense that you are billing the view that the mark-up is not really a fee PR firm can add up to a significant sum of back, you need to provide the client all the but an additional cost of the item. If that is the overall client budget. As a result, agency supporting documentation that is required the case, the mark-up itself can be subject clients will put these costs under a micro- to deduct the meal. Remember, meals for to sales tax. You need to discuss this issue scope. Properly supporting these costs to the most part are only 50% tax deductible. with your own CPA and/or lawyer. If this your client is important to avoid write-offs Your goal is to make sure the client has all can be an issue, you may want to label the and low profitability. that is needed to deduct the cost of the meal mark-up as an administrative fee. Again, There are two types of costs that an agen- or your client will push the expense back to get the proper advice before acting.  cy bills back to its clients: its own overhead you! Not only will you have a bad debt but expenses and expenses incurred on behalf will also absorb the 50% disallowance. of clients. Generally, the term “rebillables” Third party service PR news brief has been used in the PR industry to de- Rick Gould, in his book, The Ultimate PR Ogilvy cashes in with MoneyGram scribe expenses billed back to clients. I gen- Agency Financial Management Handbook, erally prefer to use the term “rebillables” wrote a section on third party services. Ogilvy Government Relations signed on as DC rep- resentative for MoneyGram International, a leading for internal overhead expenses and “CPT” When your PR agency buys items or financial services company targeting the under-banked (client pass through) for expenses (really third-party services for a client, the tradi- market. costs) incurred on behalf of clients. tional approach has been to bill them to the The wPP unit handles matters concerning federal Recovering rebillables client separately as “OOP” expenses. financial regulation, tax reform and money transmis- Al Croft said it is always worth billing all It is important to recognize that these sion services. Dee Buchanan, whom Ogilvy calls the “go-to-guy” reasonable expenses back to clients. Either expenses are not your revenue! For exam- to the House Financial Services Committee, where he track the exact costs (should be automat- ple, assume your agency fees for the year served as a top Aide to Chairman Jeb Hensarling (R- ed) or charge a percentage of the time to are $1 million. You need to hire a third Tx), is a member of the OGR team. cover such costs. In my view, 6% or 7% of party service provider for a client at a cost Former Democratic staffers Moses Mercado (Mis- souri Congressman Dick Gephardt), Tony Bullock (New the time bill, added to each invoice to cover of $250,000. Your revenue for the year is york Senator Daniel Patrick Moynihan), Dean Aguillen miscellaneous postage, copies, telephone not $1.0 million plus $250,000. The cost of (California Congresswoman Nancy Pelosi) and Gordon costs, etc., seems fair. Larger costs such as the service provider is not your business Taylor (Louisiana Representative Chris Long) join Bu- mailings or copy runs should be billed sep- expense deductible for tax purposes. It is chanan on the business. arately. merely a receivable from the client. If your MoneyGram is in the financial doldrums as revenues dipped 6.5% to $358 million during its latest financial Charging expenses back to clients adds agreement is to pay the service provider on quarter and net loss weighed in at $3 million com- cash directly to your bottom line. For exam- behalf of the client, the cost is not tax de- pared to a $22.5 million year ago profit. ple, how many copies do you make month- ductible! It is a payment of a client liability The Dallas-based company had a tough January, as ly? Only 2,000 copies per month charged — or an offsetting receivable and payable, U.S. tax court rejected its plea to gain bank status in order to write off about $550 million in losses triggered to clients at 25 cents each puts $6,000 back not revenue and expense. by the global financial collapse. The court ruled Mon- into your pocket annually and helps pay for You may want to send two bills out each eyGram fails to meet the “bare requisites” for a bank. the copier and the maintenance contract. month. Once for fee earned and the oth-

WWW.ODWYERPR.COM | FEBRUARY 2015 25 OPINION Book Review Former Edelman exec says “PR is dead” in new book “Trust Me, PR is Dead” By Robert Phillips that lawyers “have the final say” in com- only further become marginalized.” Unbound (January 25, 2015) 234 pages munications matters. CSR hijacked by sales The Centre for Corporate Public Affairs, Corporate Social Responsibility was a obert Phillips, former Edelman U.K. Melbourne, published a five-page essay “trend spotted early by PR folk” but in the executive, has published Trust Me, PR in 2013 called “PR Is Dead” by Director “frenzy to monetize, the industry failed RIs Dead, a book that attacks the idea Wayne Burns saying only one percent of to think,” says Phillips. “Rather than lead that information can be “managed” and the organizations it surveyed had a “PR” a progressive agenda based on co-cre- that institutions can “implant messages” in function. ated, citizen-centric actions, it target audiences. PR survives only on the “tac- defaulted to selling stuff. What Phillips says that PR, like media, politi- tical fringes of marketing com- emerged was mostly ‘greenwash’ cal parties, diplomacy and internal com- munications,” he wrote. What and thereafter an ill-formed CSR munications, is undergoing disruption at was once seen as “good PR,” industry that today is more about the hands of the web and is “seemingly un- positive and frequent news bureaucratic, tick-box compli- aware of its own death throes.” media coverage and reporting, ance and reporting than it is He says there is a new age of “individual well-attended corporate events about social movement and soci- empowerment” in which power is shifting and product launches, market- etal change.” from state to citizen, employer to employ- ing campaigns — are not an Behaviorial trust has to “sit ee, and corporation to citizen-consumer. end in themselves.” Current- at the heart of everything and Phillips published Citizen Renaissance in ly valued are “socio-political be embedded in every business 2008, which had a similar call for “citizen outcomes defined and gener- action,” according to Phillips. revolution to help address huge issues of ated by organizational strategy, and by PA “It cannot be either side-channelled or well-being and climate change.” He says strategy that contributes to and underpins sub-contracted. Trust is built through that global warming cannot be controlled broader organizational objectives,” he says. the honest behaviors of all real people unless “we leave a large proportion of the Up on measurement, down on CSR from within, not by rules and words com- remaining fossil fuels in the ground.” Phillips urges more measurement of PR manded from above. Neither advertising “Our communications world is now so- “outcomes” and less emphasis on “output.” nor over-spun PR will work in building a cial—of and between the people — and He has long been a foe of ad value equiv- brand or company.” democratic, because it gives voice to all,” alency (AVE), which multiplies ad space A “re-branded CSR practitioner” has told he writes. “Joined together, this provides a by anywhere from three to ten times the him that a “reform movement” has started unique opportunity for communications dollar value of the space. The R.H. Macy within the CSR sector. to be transformative … we cannot contin- formula was ten times. Polman of Unilever praised ue spouting flimsy research statistics, emp- Almost all PR counselors call AVE a Phillips does not have many words of ty slogans, and crass diversionary tactics.” “wicked” measurement but he feels at least praise for captains of industry but one Some say PR lives half of them “use it to justify success to cli- exception is Paul Polman, CEO of Unile- Advance publicity on the book fall ents.” ver since 2009. touched off rebuttals from PR executives Better tools are available, he says. “With Calling Unilever the “world’s sec- and groups including Kathy Cripps, Pres- better data, gathered in real time, we can ond-largest Fast Moving Consumer Goods ident of the PR Council, which changed its begin to track sentiment in media — just Company,” with seven of ten households name from the Council of PR Firms but as supermarkets can move stock between using its products, Phillips says “Polman is kept PR in the title. aisles and at different heights in immediate the pin-up for a new generation of CEOs— “Whether a firm is helping clients to cre- response to customer demands. We can fo- thoughtful, responsible and challenging ate dialogue in social communities, engen- cus on what is engaging and when best to convention. His stated mission, to double dering trust with their audiences, or mov- engage. We are guided not by the corpora- the company’s sales while halving its en- ing people to action, it’s PR and it’s never tion’s blind supply, but by the citizen-con- vironmental footprint, boldly goes where been more relevant,” she said. sumer’s real time demand.” few CEOs have gone before.” Only eight of the current 103 Council Other sectors than PR, he writes, “simply The company touts its “Unilever Sustain- members use “PR” in their titles, down offer greater insight and more measurable able Living Plan.” Polman, who received from 13 a year ago. Only six of the 50 larg- success … seventy-five years after Edward an Outstanding Achievement Award of est firms ranked by O’Dwyer’s use PR and Bernays germinated the modern PR in- the Atlantic Council in 2012, said, “Now none in the top 15. Only 11% of the 1,450 dustry, there is bizarrely still no consistent is the time for business to step-up and registrants at the 2014 conference of the application of proper measurement crite- lead.” Phillips noted that this was also the PR Society in D.C. last October used PR ria … show me one board-level executive key message of the 2012 Edelman Trust as part of their titles. Using “communica- who is prepared to sign off on a significant Barometer which Richard Edelman had tions” somewhere in their titles were 386 budget against loose promises of increased shared with Polman while at the World or 26% of the registrants. awareness or engagement … without prop- Economic Forum a few months earlier.  PR executives told an ethics panel of er measurement, there can be no account- the Society’s New York chapter last year ability. And without accountability, PR will — Jack O'Dwyer

26 FEBRUARy 2015 | www.ODwyERPR.COM People in PR Former VT President Charles Steger For music giant Universal, he covers Pedersen quits Grayling recalled Hincker’s efforts as the face of the corporate, policy, financial and internal university through the 2007 campus mas- communications under EVP and global ete Pedersen, former Edelman sacre that left 32 dead. “In our darkest head of comms. Will Tanous. Global Tech Chair, has resigned the hour, Larry’s leadership, resolve, and Universal, part of Vivendi, includes PCEO slot at Grayling, Huntsworth’s compassion helped to hold our devastat- record labels like A&M Records, Capitol global flagship. ed community together,” he said. He rep- Records, Def Jam Recordings, and The move comes as former Hill & resented all of the Hokie Nation as he Virgin Records, among others. Knowlton CEO Paul Taaffe, who was sought to do the impossible — explain the Fixmer was a staffer for the Los recruited in December unexplainable to millions of people Angeles Business Journal and Times of for the Huntsworth watching all over the world.” Trenton (NJ). helm, readies to take Hincker, a VT grad, joined VT in 1988 as command of the hold- Director of Educational Communications ing company in April. and took over university relations a year Ketchum’s Scibetta Huntsworth released later. He said he’ll stay in place until a enrolls at Stony Brook a statement to say that replacement takes over. Grayling’s executive management team icholas Scibetta, Director of Pedersen will oversee day-to- Gennaro manages Ketchum’s Global Media day activities on a Voya’s PR NNetwork, took the VP-commu- interim basis. nications job at Stony Brook University on Jan. 26. It’s a new Peter Chadlington, the Huntsworth aul Gennaro has joined Voya CEO who hired Pedersen, credited him position for the Long Financial as Senior VP-corporate Island school that is a for making an important contribution to Communications & Chief the firm and “repositioning as a digitally P research flagship of Communications Officer. focused international PR company build- the New York State He’ll handle internal/external PR, counsel public university sys- ing multinational client engagement.” top management and protect the reputation He wished Pedersen well. tem. of the $511 billion asset giant among its Scibetta is charged stakeholders. with enhancing the Most recently, Gennaro was Senior VP- Virgina Tech PR chief SB brand in the state, Scibetta Corporate Communications at AECOM, nation and overseas to retire the $20 billion infrastructure & support via strategic commu- services company. Earlier, he was in charge nications, media relations, marketing arry Hincker, the Associate VP for of global PR at Johns Manville and did stints and social media. university relations who helped at Ingersoll-Rand, Dell and American The more than 20-year PR veteran will L“brand” Virginia Tech and led the Express. report to SB President Samuel Stanley. institution’s PR through a 2007 campus Gennaro began his At Ketchum, Scibetta managed a net- shooting, will retire communications career work of 300 media specialists. He devel- this year after 25 years in the US Navy. oped and managed top accounts at the in Blacksburg. Voya serves the Omnicom property including the Hincker served four retirement needs of 13 Russian Federation, Oprah Winfrey’s university presidents million customers. Its Leadership Academy for Girls, Spanish through three decades corporate goal is to and Greek tourism ministries and speaking for VT and position as “A merica’s Gennaro Disney. serving as senior com- Retirement Company.” Previously, Scibetta did entertainment munications officer. Voya is the former US publicity at Rubenstein PR. Current President Hincker business of Amsterdam-based ING Group. Timothy Sands credit- Gennaro reports to CEO Rodney ed Hincker with securing the school’s rep- Martin. Lerner to head Glover utation as a leading research university in Park NYC the US and abroad. Fixmer spins for “Most gratifying to me are the changing and improved perceptions of Virginia Universal Music innie Lerner, who ran global Tech’s reputation,” said Hincker. “A s com- communications for New York municators, we don’t create the brand; we ndy Fixmer, a veteran media and WStock Exchange-listed Ralph simply put a spotlight on it. I am pleased entertainment reporter for Lauren Corp., has joined Glover Park to know that university relations had some ABloomberg News, has moved to the Group to head its New York outpost. role in helping cement our place among PR realm as VP of Global Communications She’ll focus on expanding the corporate higher education leaders.” for Universal Music Group. and capital markets business of the Hincker is credited with leading a 1990 Fixmer exits a nine-month stint as Washington-headquartered PA/lobbying brand management program that Special Projects Editor for Mashable, fol- shop. embraced the name Virginia Tech over the lowing eight years covering the Lerner spent 17 years at Abernathy university’s official moniker, the Virginia Hollywood beat for Bloomberg in Los MacGregor Group before decamping for Polytechnic Institute and State University. Angeles. the consumer fashion house.

WWW.ODWYERPR.COM | FEBRUARY 2015 27 wASHINGTON REPORT Scandal-rocked secret service slaps PA staffer

ane Murphy, who heads governmental & PA at the Secret Service, is among four officials demoted in January in wake Jof a series of embarrassing and troubling security lapses. The raft of blunders at the protective force include the knife-wielding White House fence-jumper who then strolled into the executive mansion, an Atlanta elevator where President Obama shared the car with a gun-toting passenger and the 2011 lackluster response to a gun shot fired at the White House. The Department of Homeland Security released a blistering re- view in December of the SS that found “starved for leadership” and sapped by low morale among the rank & file. Acting SS director Joseph Clancy told Murphy and the chiefs of protection, investigations and technology that they must leave Huttner’s group of state-based communications organizations their jobs. has more than 3.4 million members in 23 states.  If they fail to resign or retire, the foursome would be re-assigned within the SS or the DHS. Clinton White House alum “Change is necessary to gain a fresh perspective on how we con- duct business,” said a statement from Murphy, who took over for launches PA shop Julia Pearson three months ago. He’s certain that any of the demoted officials “will be produc- en Finzel, who served in the Clinton Administration’s Dept. tive and valued assets” in other positions at the agency or its DHS of Energy, has launched RenewPR, an en- parent.  Bergy and environmental PR firm. He served as Legislative Director for New Mexico Congressman Bill Richardson, whom FEMA weighs flood program PR Clinton tapped as Energy Secretary. Finzel went on to hold the Communications he Federal Emergency Management Agency is assessing Director job for DOE’s Office of Energy Efficien- cy and Renewable Energy. agency PR and marketing capabilities to handle the $75 Finzel Tmillion account to promote the National Flood Insurance The 25 year-plus veteran of Edelman, Fleish- Program, FloodSmart. manHillard and Widmeyer Communications also was Press Sec- FEMA is asking agencies to submit a declaration of interest that retary for Congressman Tim Valentine and Executive VP at Glen shows prior experience, resources and other capabilities for the Echo Group, a PR boutique. large-scale contract. Firms can be based anywhere in the U.S. but Finzel’s goal is to restore “common sense to communications” for should have a Washington, D.C. presence. companies, alliances, foundations and NGO clients. A group of firms, including Ogilvy PR, JWT, Leapfrog Solu- He says RenewPR will offer “simple, direct advice from creative, tions, Blue Water Media, Spurrier Media and Bender Consulting knowledgeable and committed counselors unencumbered by bu- currently handle the five-year account after a successful pitch in reaucracy and process.”  2011. The 43-year-old flood insurance program covers property own- ers, towns and regions with flood plain management plans. Arkansas Lt. Gov joins Purple Details are at fbo.gov. Strategies D.C. ethics watchdog launches rkansas Lieutenant Governor Tim Griffin has joined Wash- ington’s Purple Strategies as a Senior Advi- new PR firm Asor while holding the state position. The former Republican Congressman and aide elanie Sloan, founding Executive Director of Citizens for to Karl Rove in the Bush White House was elect- Responsibility and Ethics in Washington, has launched ed lieutenant governor in November and took MTriumph Strategy with Michael Huttner, Founder of Pro- up that part-time role on Jan. 13. The firm noted gressNow. may former lieutenant governors held simulta- From offices in DC and Boulder, TS offers crisis management neous public and private employment. and narrative development for private/public companies, trade Purple Strategies President and CEO Steve Griffon assns., labor unions and political candidates. McMahon said Griffin’s experience in politics Sloan, who launched CREW in 2003, was assistant US attorney and the Army Reserve will help shape public opinion for clients. in DC and counsel for the House Judiciary Committee. She is of Griffin served as interim U.S. Attorney in Arkansas but was never counsel to CREW. confirmed and was elected to Congress in 2010 serving as Deputy Most recently Huttner worked on the successful re-election Majority Whip and holding a post on the Ways and Means Com- campaign of Colorado’s Democratic Governor John Hickenloop- mittee. er. Griffin is an 18-year Army Reserve veteran. 

28 FEBRUARy 2015 | www.ODwyERPR.COM International PR News

Qatar hires Mercury cluding websites, video, social media, white papers, issue updates, speeches, press releases and briefing kits. atar has retained Omnicom’s Mercury Public Affairs to a six- The firm will arrange visits for UAE embassy officials and private month “strategic consulting and management services” con- delegations beyond the Washington markets. Qtract worth $930,000 in fees. Managing Director Richard Mintz, an alum from Bur- Mercury Vice Chairman Ambassador Adam Ereli is working the son-Marsteller, U.S. Dept. of Transportation and Hillary Rodham Qatari business. Clinton’s staff) directs the UAE business. The former U.S. Representative to Bahrain from ’07 to ’11, ham- His counterpart Matthew Triaca (one-time head of B-M’s aviation mered out joint venture deals with Occidental Petroleum and and transportation practice) handles the client’s day-to-day activi- Thomson-Reuters, a $3 billion aircraft sale for Boeing and negoti- ties.  ated base access and security agreements for the US Naval Forces Central Command and Fifth Fleet. H+K guides Egyptian tourism Former Minnesota Congressman & Mercury partner Vin Weber, a well-connected Republican politico, joins Emeri on the business. ill+Knowlton has registered the Egyptian government’s The contract is null and void if Mercury removes either men Ministry of Tourism as a client in the U.S., in a effort man- from the job. Haged by the London office of the WPP-owned unit. Mercury is targeting the Senate, Congress and non-governmen- Egypt suffered a 95% plunge in tourism dollars since the begin- tal organizations for Qatar. ning of the Arab Spring and ouster of the government of Islamist It reports to Ambassador Mohamed Jaman Al Kuwari.  Mohamed Morsi, who was a freely elected President. The consolidation of power by military man Abdel Fatah al-Sisi in May has restored a sense of stability in the minds of potential UAE re-ups at The Harbor Group visitors to Egypt. nited Arab Emirates has extended its relationship with The Tourist arrives surged 70% during the third quarter of 2014. Harbour Group through 2017 for “no more than $5 million September was especially strong as the number of arrivals jumped Uper year,” according to its contract. 193% to 884,000 compared to the comparable 2013 period. The work calls for implementation of the comprehensive public The Financial Times on November 24 reported that an improved diplomacy and communications program to enhance awareness tourism sector would add $3.3 billion or 1.2% of gross domestic and understanding of the UAE among American policymakers and product to the hard-pressed Egyptian economy. opinion leaders. Sisi is taking matters into his own hands. He’s the first Egyptian Harbour is to develop PR materials for the UAE’s embassy in- leader to meet with international tour operators.  FARA News  NEW FOREIGN AGENTS REGISTRATIONS ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

Daniel J. Edelman, Inc., Chicago, IL, registered Jan. 8, 2015 for 100 Lives Limited, British Virgin Islands, to assist in promoting and celebrating those who helped Armenians during the genocide in the early 20th century.

The Rogich Communications Group, Las Vegas, NV, registered Jan. 19, 2015 for People’s Republic of China Ambassador Cut Tiankai, Washington, D.C., to advise the Government of the People’s Republic of China on matters related to strengthening the bilaterial relationship between the U.S. and the People’s Republic of China, including presenting its views to the executive and legislative branches of the U.S. government and to business interests within the U.S.

Greenhill Group LLC, Arlington, VA, registered Jan. 14, 2015 for H.E. Shaykh Abdalrazzaq Hatem al-Sulayman, Amman, Jordan, to provide consult- ing services for the owner of a general construction company in Iraq which shall include assistance in contacts with the U.S. government, diplomatic missions, news organizations, and U.S and other companies wishing to do business in Al Anbar Governorate and oher areas of Iraq. Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

Morgan, Lewis & Bockius, LLP, Washington, D.C., registered Jan. 23, 2015 for Google Inc., Washington, D.C., for patent issues.

Cavarocchi Ruscio Dennis Associates, LLC, Washington D.C., registered Jan. 21, 2015 for Susan G. Komen, Dallas, TX, regarding appropriations for breast cancer research, screening and programmatic activities at the Department of Health and Human Services and Department of Defense as well as private and public insurance coverage of diagnostic mammography and breast cancer treatments.

Red Maple Consulting, LLC, Springfield, VA, registered Jan. 21, 2015 for National Alliance for Public Charter Schools, Washington, D.C., regarding funding and policy issues for public charter schools.

Pace, LLP, Arlington, VA, registered Jan. 21, 2015 for American International Automobile Dealers Association, Alexandria, VA, regarding the Trade Promotion Authority.

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