Communications & New Media June 2016 I Vol. 30 No. 6

June 2016 | www.odwyerpr.com

Vol. 30. No. 6 June 2016

EDITORIAL Digital media remains unstable. PROFILES OF MULTICULTURAL FIRMS WOMEN PREFER GENDER 6 20 NEUTRAL MESSAGES Female consumers dislike gen- WHICH REGIONS WILL der-targeted ads, according to a 8 DOMINATE GLOBAL PR? new marketing study. How do global PR firms choose 24 where to operate, and which ar- 9 FDA EXAMINES DEFINI- eas of the world are growing fast- TION OF “HEALTHY” est for PR right now? The word “healthy” is slated for GLOBAL INFLUENCE IN re-evaluation by the Food and Drug 9 HEALTHCARE PR Administration. Embracing digital and social 25 spaces in the global biopharma- HEALTHCARE OUTREACH ceutical world. FOR AGING HISPANICS An underrepresented demograph- ic, older Hispanics provide oppor- 10 2016 LIST OF GLOBAL tunities for healthcare marketing. PR PARTNERS 26 26www.odwyerpr.com DEVELOPING MULTICUL- Daily, up-to-the-minute PR news TURAL SOCIAL MEDIA PROFILES OF An understanding of inclusive, mul- INTERNATIONAL PR Cover design by Benjamin Abraham ticultural social spaces is crucial 12 30 for brands. PEOPLE IN PR PUSHING PR’S LIMITS TO REACH HISPANICS Marketers must employ a broad- 35 er depth of assets and approach- 14 WASHINGTON REPORT es to connect with Hispanics.

MAKING WEBSITES ADA 36 COMPLIANT INTERNATIONAL Smart site operators are putting PR NEWS accessibility on their webite re- 16 quirement checklist. 37 EDITORIAL CALENDAR 2016 MULTICULTURAL MILLEN- NIALS AND MARKETING January: Crisis Comms. / Buyer’s Guide Developing useful, valuable con- February: Environmental & P.A. tent to reach multicultural Millen- 17 March: Food & Beverage nials. columns April: Broadcast & Social Media PROFESSIONAL DEVELOPMENT May: PR Firm Rankings STRATEGIC NARRATIVE Fraser Seitel June: Global & Multicultural MARKETING 34 July: Travel & Tourism Quality marketing goes beyond August: Financial/I.R. 18 PR BUYER’S GUIDE storytelling and provides a strate- September: Beauty & Fashion gic narrative. 38 October: Healthcare & Medical November: High-Tech December: Entertainment & Sports

ADVERTISERS 5W PR...... 3 Log-On...... 23 Peppercomm...... 5 Burson Marsteller...... 11 Marketing Maven...... INSIDE COVER Rubenstein PR...... BACK COVER Strauss Media Strategies...... 8 Catapult PR-IR...... 13 Moore Communications Group...... 7 TV Access...... 34 inVentiv...... 15 Omega World Travel...... 39 Weber Shandwick...... 19

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EDITORIAL 20 years later, digital media remains unstable as ever wo items in the news have raised concerns regarding the press’ freedoms today as well as the relative economic fragility of digital media. T The first involves newly-surfaced details regarding retired wrestler Hulk Hogan’s privacy EDITOR-IN-CHIEF lawsuit against Gawker Media. Hogan — née Terry Gene Bollea — famously sued Gawker for Jack O’Dwyer defamation, loss of privacy and emotional pain in response to the site’s 2012 release of a sex tape [email protected] featuring Hogan and the (now-ex) wife of a (now former) friend. In March Hogan was awarded ASSOCIATE PUBLISHER $140 million in compensatory and punitive damages, with additional lawsuits pending. John O’Dwyer Defamation and libel suits against publishers aren’t exactly a new concept. However, in May it [email protected] was revealed that the Hogan suit was covertly bankrolled to the tune of $10 million by Silicon Valley billionaire Peter Thiel. While it’s alarming to learn that a growing number of well-heeled SENIOR EDITOR third parties are now adding lawsuits to their investment portfolios, what makes this story even Jon Gingerich more unique is the suggestion that Thiel’s motivations apparently weren’t financial, but personal [email protected] in design: Thiel, an eBay co-founder and early Facebook investor, in 2007 was famously outed on Gawker’s Valleywag blog for being gay. SENIOR EDITOR Greg Hazley Thiel in May told the New York Times that his goal in backing the suit was to instill “deter- [email protected] rence” in media sites such as Gawker that engage in “bullying people even when there was no connection with the public interest.” The $140 million judgment, which is awaiting appeal, in- ART DIRECTOR deed may deter Gawker Media from doing just about anything, as it’s left the company’s entire David Kniazuk future in question. Gawker, which owns sports site Deadspin, feminist blog Jezebel and tech- nology news site Gizmodo, in May saw its motion for a new trial denied by a Florida judge. The CONTRIBUTING EDITORS media company has now hired investment counsel to discuss financial options, which includes Fraser Seitel the possibility of a sale. Richard Goldstein The second item involves Facebook, which faced a firestorm of controversy following a May report from Gawker-owned site Gizmodo, in which former employees of the social network EDITORIAL ASSISTANTS & RESEARCH claimed they’d routinely suppressed conservative news items from appearing on Facebook’s Becky Hong “Trending Topics” news feature. That feature, which culls the most popular news stories circu- Caitlin Dullahan-Bates lating on the site, relies on algorithms that allegedly were left to the subjective curating discre- Caitlin Philippo tion of its newsroom staff, many of whom were contractors. The Gizmodo report caught the ire of everyone from Glenn Beck to Glenn Greenwald, and ADVERTISING SALES even drew rebukes from the Republican National Committee and Senator John Thune (R-SD), Sharlene Spingler the latter slamming the website for being “inconsistent with the values of an open Internet.” Associate Publisher & Editor Facebook later published its internal editorial guidelines, and CEO Mark Zuckerberg invit- [email protected] ed conservative leaders to Facebook’s Menlo Park, CA headquarters to discuss the issue and demonstrate how the algorithms work. John O’Dwyer Advertising Sales Manager These news items illustrate both how far digital media has come and yet how far the medium [email protected] has to go. Social media’s ubiquity has made it the de facto news source for many Americans; like it or not, people use Facebook today the way most would use a newspaper. The problem, I O’Dwyer’s is published monthly for $60.00 suspect, is that even though it’s been 20 years already, many of us still haven’t figured out what a year ($7.00 a single issue) by the we want digital media to be. In highlighting the site’s alleged political bias, Gizmodo pointed J.R. O’Dwyer Co., Inc. out that, “In other words, Facebook’s news section operates like a traditional newsroom.” It’s not 271 Madison Ave., #600 like MSNBC and Fox News don’t have an agenda. If we still aren’t comfortable referring to these New York, NY 10016. digital sites as “journalism,” why are we holding Facebook to a higher journalistic standard than (212) 679-2471 Fax: (212) 683-2750. our network news channels? On the other hand, I also suspect a number of us feel that if you’re going to call yourself a news © Copyright 2016 J.R. O’Dwyer Co., Inc. organization, you should act like one. Though the Federal Trade Commission in December up- Other Publications: dated its enforcement policy regarding native advertising, a recent study by D S Simon Media found that an overwhelming majority — 81 percent — of online media professionals admitted www.odwyerpr.com they haven’t changed their policies on native ads since those new rules took effect. Gawker’s Breaking news, commentary, useful data- history of questionable journalistic judgment — some might even say lack of basic taste — has bases and more. no doubt left many clamoring for the site’s demise and hence, cheering the vindication achieved O’Dwyer’s Newsletter by the Hogan suit, but I think this misses the larger issue. Regardless of how you feel about An eight-page weekly with general PR Gawker’s integrity, or whether you believe the site violated Hogan’s privacy in its coverage of his news, media appointments and placement extramarital tryst, consider the implications of a legal environment in which billionaire third opportunities. parties with big coffers and bigger chips on their shoulders can potentially reshape our media O’Dwyer’s Directory of PR Firms landscape and widen their political influence by waging financial attrition against press outlets Listings of more than 1,250 PR firms that cover them unfavorably. throughout the U.S. and abroad. Thiel’s victory may portend a troubling trend in the mega rich using the courts to settle per- sonal vendettas against the fourth estate. Donald Trump, speaking during a February rally in O’Dwyer’s PR Buyer’s Guide Products and services for the PR industry Texas, said “I’m going to open up our libel laws so when they write purposely negative and in 50 categories. horrible and false articles, we can sue them and win lots of money.” If this trend continues, you can bet it will be small media companies like Gawker, which are potentially one judgment away jobs.odwyerpr.com from bankruptcy, and not the well-backed networks or publishers, that fold first. O’Dwyer’s online job center has help wanted ads and hosts resume postings. — Jon Gingerich

6 JUNE 2016 | WWW.ODWYERPR.COM

REPORT Women prefer gender neutral marketing messages An April survey that sought to analyze how different marketing channels influence the engagement and purchasing decisions of female consumers found most women dislike gender-targeted ads. By contrast, only 44 percent said TV ads have been influential in their purchasing By Jon Gingerich decisions, followed by newspaper and mag- ost women dislike gender-target- suggests that many women find marketing azine ads (35 percent) and radio ads and ed ads, according to a recent na- efforts that single them out for their gen- billboards (both 26 percent). Online dis- Mtional survey of American women der to be out of touch. This is important for play ads also ranked low, influencing only conducted by New York-based advertising marketers to keep in mind, given the history 37 percent. technology company Fluent. of biased ads from the Mad Men era.” About a third — 30 percent — of wom- The report, titled Marketing to Women, The Fluent study also found that digital en aged 18-29 (and 19 percent all women) analyzed how different marketing channels marketing channels such as social media, said they follow brands and products on so- influence the engagement and purchasing emails and mobile notifications are far more cial media. A majority of those who do so, decisions of female consumers. The study likely to drive purchasing decisions than however — 71 percent — said the practice found that nearly three-quarters of all fe- TV, print and other “traditional” channels. has made them more likely to buy prod- males surveyed — 74 percent — said they While only 14 percent of respondents ucts. According to the report, Facebook prefer marking messages that are gender said they’ve signed up to receive mobile leads all social media platforms when it neutral, as opposed to messages geared spe- notifications from brands and products, the comes to following brands, with more than cifically toward women. study cited this forum as the most effective three-quarters — 77 percent — of respon- Regardless, 73 percent of the women sur- marketing channel, as 72 percent of respon- dents citing it as the preferred network, veyed said they receive marketing messag- dents who use mobile notifications said it followed by Instagram, which was favored es directed specifically to women at least has influenced them to buy products. More by only 11 percent. Twitter, Pinterest and sometimes. Only 27 percent said they rarely than half — 53 percent — of respondents Snapchat followed in favorability, in de- or never see these messages. who subscribe to email marketing news- scending order. “According to our research, nearly 3 in 4 letters have done the same, though only More than half of all women polled for women prefer gender-neutral ads,” Fluent 19 percent admitted signing up to receive the survey — 55 percent — said they have president Matt Conlin told O’Dwyer’s. “This them. downloaded a mobile app from a brand they occasionally enjoy. However, 45 per- cent said they never have, and the practice seems to maintain a particularly low adop- tion rate, as only about a fourth of respon- dents claimed to have made a purchase this way, with the majority — 76 percent — cit- ing apps as a resource they use primarily for research. Of the women surveyed, 36 percent said they typically browse products online be- fore making a purchase at a store, and 37 percent said they check online customer reviews before making a purchase. Fluent’s Marketing to Women report sur- veyed 1,443 American women in April. 

PR news brief PR Newswire Sells Off Agility PR Newswire has inked a deal to sell its US and UK Agility media intelligence business to Innodata. The deal, which comes as PRN seeks antitrust clearance of its acquisition by Cision, includes the Agility and Agility+ applications and platform, global media database and customer contracts in the US and UK. The Agility platform includes media list and moni- toring capabilities similar to services already offered by Cision. PRN CEO Robert Gray said Agility is an excellent fit for Innodata, a publicly traded data company that acquired the MediaMiser media monitoring tool in 2014. Financial terms were not disclosed.

8 JUNE 2016 | WWW.ODWYERPR.COM FDA examines definition of ‘healthy’ The FDA plans to re-evaluate its definition of the term “healthy,” How do you come up with a process by which could impact how food companies market their products. which the standards can have flexibility as we learn more and as we change what we By Jon Gingerich consider healthy? One way or another, I he Food and Drug Administration latest USDA dietary guidelines. The FDA don’t think we’re going to come up with a plans to re-evaluate its official defini- later agreed to allow Kind to continue use perfect solution, but having a public con- Ttion of what constitutes “healthy” food. of the word “healthy” as a sort of broad, versation about this stuff might be a good An update to that agency’s meaning of the philosophical claim about the company, if idea at this point.” term could have a direct effect on how food not its food products. The news comes as the agency also pre- companies today market their products. Kind in February hired public affairs pares to update its definition for the word The decision to revisit the definition, powerhouse Glover Park Group for lobby- “natural,” as it relates to the term’s popular which has not been updated since the ing help on FDA issues. use on food product labeling. The phrase 1990s, comes as the FDA is expected to is- “I think [the FDA] realized they were has resulted in several high profile lawsuits, sue its final revised updates to the Nutrition caught out by this, and they needed to re- notably against retailer Whole Foods, due Facts label found on most food packages think their standards and do something to claims that the grocer allegedly misled later this year. about the facts that the Kind case brought consumers into buying products that con- The agency seeks to update the Nutri- out,” said E. Melanie DuPuis, a professor tained “non-natural” ingredients. tion Facts label to make it more consistent and chair of environmental studies and sci- The FDA has sought public input on the with new scientific information, as well ence at Pace University. use and appropriate definition of that term as the updated dietary DuPuis, who is also as well. guidelines released by the author of Dangerous “Science is a journey, not a destination, so USDA in January. That Digestion: The Politics we have to periodically update information government policy state- of American Dietary as we come to a better understanding of sci- ment scaled back previ- Advice, told O’Dwyer’s ence,” Layden said. “Unfortunately, it’s just ous recommendations on that the notion of a new taken the FDA an incredibly long time to dietary cholesterol and definition for “healthy” do it.”  accounted for an updated opens a potential Pan- scientific distinction be- dora’s box for food mar- PR news brief tween healthy fats — such keters, because like all Journalists don’t find PR press as nuts — from regular industries, they rely on content useful fats. The updated dietary processes they want to guidelines also shifted keep stable, and when Most media centers and digital newsrooms estab- lished by the communications industry don’t meet the its focus to account for the definition of a term needs of the press, according to a survey by PR con- overall eating patterns, they use starts chang- tent distribution platform ISEBOX that measured the emphasizing food choices ing, companies have to effectiveness of online communications resources. in the context of the patterns in which they change those processes. According to the ISEBOX survey, journalists still use digital newsrooms. An overwhelming majority — 95 are consumed, versus simply listing foods “The only thing worse than regulations percent — of journalists polled claimed they access that Americans should avoid or eat more of. for an industry are regulations that are con- a digital newsroom or website at least once a month, Discrepancies between the FDA’s current stantly changing,” DuPuis said. and 41 percent said they visit those newsrooms daily. definition of “healthy,” compared to recent Bill Layden, partner and co-founder of However, 70 percent of journalists polled said digi- scientific findings and the USDA’s newest food, nutrition and wellness agency Food- tal newsrooms don’t meet their needs or expectations. Lack of access to PR contact information was cited as dietary guidelines, have become a source Minds, told O’Dwyer’s that the FDA’s de- the number-one reason for these failings (69 percent), of confusion. One example is the avoca- cision to re-examine its current definition followed by a lack of access to multimedia content (65 do, which is now considered a super food, of the term is “long overdue,” and said the percent). Poor search tools (54 percent) and lack of though it remains considered “unhealthy” move would open up opportunities for current information (53 percent) were also significant food and beverage companies to review sources of press dissatisfaction. according to the FDA’s definition, due sole- Journalists also listed requiring passwords to ac- ly to its total fat content. labeling and align their products with cur- cess content, long releases with weak quotes, lack of Currently, the FDA allows food brands rent dietary guidelines. high-resolution photos, lack of access to press release to market their product as “healthy” only “It could be a tremendous help in inform- archives and difficulty interviewing executives as in- if it meets the agency’s nutrient content cri- ing consumers,” Layden said. sufficiencies with digital newsrooms. Of the most important features desired in a news- teria requirements, which largely places an The FDA now plans to solicit comment room, an overwhelming majority of journalists polled emphasis on fats, cholesterol and sodium. from the public as well as food experts on — 90 percent — cited updated and accurate contact That strict — and arguably, dated — crite- the issue of what constitutes “healthy” food. information, including phone numbers and emails. ria made headlines last year, when popular That process could take several years. About three-quarters — 76 percent — said it was “The question is, how do you create stan- the ability to view and download multimedia content granola bar maker Kind was served with an (photos, videos and documents,) and 71 percent listed FDA warning letter for labeling its snacks as dards when there’s no way we’re all going access to current news and information. “healthy,” a term the agency said didn’t meet to come up with a final, perfect definition The survey also found that 80 percent of journal- the FDA’s requirements that govern the use of ‘healthy?’” DuPuis said. “We’re always ists said they would be more active in seeking out a of that claim. The company responded, going to understand the science better than newsroom if it met their needs. Half said they found it important to have the ability to subscribe to newsroom stating its use of the word “healthy” was we did before, but we might also come up releases, though a majority — 69 percent — said they apt, as the product’s fat content is derived with new criteria regarding what we con- rarely or never subscribe to those resources. from nuts, a food now recommended in the sider healthy, so what do we do about that?

WWW.ODWYERPR.COM | JUNE 2016 9 FEATURE Healthcare outreach for aging Hispanics Older Hispanics, a demographic which has been traditionally underrepresented and excluded from critical health conversations, provide a unique opportunity for the healthcare marketing industry to make a major impact on national care. By Katie Mahony and Cynthia McFarlane hat’s not for a marketer to love thritis and Alzheimer’s. Type 2 diabetes is social networks, especially families. about a fast-growing, under- a serious and growing problem: one out of Indeed, the care of older adults is very Wserved demographic hungry for three Hispanics will develop it, yet it often much a family affair. An estimated 36 per- the information, products and services that goes undiagnosed and is a leading cause of cent of all Hispanic households are caring your company offers? You may want to ask death. Name most any chronic disease and for an elderly parent or relative. Home- yourself that question if you’re in healthcare you’ll find the incidence among U.S. His- based caregiving is a deeply-rooted expec- and not targeting older Hispanics. panics is disproportionately high. tation, and the prima- And that’s pretty much everyone in the Behind the poor health statistics are fac- ry caregivers, most of sector. Pharmaceutical marketers allocated tors like unhealthy eating habits and sed- whom are women in mere 2.5 percent of their 2014 marketing entary lifestyles. Low incomes, little to no their mid-to-late for- budgets to Hispanic efforts, compared to savings, high poverty rates and low rates ties, are less likely than an average of 8.5 percent across the top 500 of insurance prompt many to forego doc- non-Hispanics to de- U.S. advertisers, according to a 2015 AHAA tor’s visits, medication and other care. As scribe their situation as report. The differences were even more of 2011, only 12 percent of older Hispanics stressful or as a burden. stark in Hispanic media spend. The top 500 had Medicare and they are more likely than They consider it a source increased their investments over five years other groups to rely on it exclusively. of personal and emo- Katie Mahony by more than 50 percent to an average of Older Hispanics tend to be Spanish-dom- tional fulfillment and an $14 million in 2014. Over the same period, inant, with limited computer proficiency important responsibility pharma cut back by nine percent, to $6.3 and Internet access. Given the digital divide, that brings families to- million. they don’t readily seek out health-related in- gether. This means that Whether they believe that “total market” formation online, and are often unaware of efforts targeting older efforts are enough or they fail to recognize existing programs and support that could Hispanics should have the value of the Hispanic market, healthcare help them. multigenerational reach. providers and pharmaceutical companies And Hispanic older adults don’t perceive The strategies for are missing out on enormous opportunities, that the sector is talking to them. The wealth combatting the negative not just today but in the years ahead. of information and advice on healthy living, trends and disparities in That Hispanics are fast becoming the prevention, disease management and treat- Hispanic health are mul- Cynthia McFarlane country’s biggest minority group shouldn’t ment options that exists in the market today tifold. But first, healthcare be news. It’s also no secret that healthcare is not getting through to the very people and pharmaceutical companies must recog- needs increase with age. But too many who need it most. nize one thing: an important population has marketers are caught up in the buzz about The remedy goes beyond language. Even been excluded from critical conversations. Hispanic Millennials and youth. Focusing for service providers equipped to deliver in Companies must re-think and redesign exclusively on the younger, U.S.-born and Spanish, the knowledge and culture gaps their marketing to patients, caregivers and acculturated generations ignores a still im- can be huge. Companies willing to engage healthcare providers in order to improve portant — and growing — demographic: Hispanic adults in culturally appropriate the standards of care of today’s older His- their parents and grandparents. ways and in Spanish are the ones that will panics and the well-being of the generations Consider the population trends: In 2015, both foster better health outcomes among to come. there were 11.4 million Hispanics aged 50- this demographic and benefit over the long Katie Mahony is a Senior Client Lead at plus, representing 10 percent of all middle term. Chandler Chicco Agency, part of inVentiv aged and older adults in the United States. What are some of the cultural pitfalls? Health. Cynthia McFarlane is Chief Strategy As soon as 2020, they will account for 13 The increasingly business-like nature of Officer & Managing Partner at Newlink.  percent of the U.S. population. The ranks U.S. healthcare can be alienating to older PR news brief of older Hispanics — ages 65 and up — are Hispanics who perceive brisk American Ukrainian pleads guilty in press quickly expanding, too, projected to jump efficiency as disrespect. Those with limited from seven percent of all U.S. older adults formal education do not understand the release hacks as of 2010 to 12 percent in 2030 and 16 per- basics of the U.S. system. And these older A 28-year-old Ukrainian man pleaded guilty May cent in 2040. By 2050, they’re expected to adults need more time and repetition to 16 in federal court in New Jersey to hacking Mar- grasp new concepts — from medical proto- ketwired, PR Newswire and Business Wire and steal- number 17.8 million, equivalent to one out ing confidential information from press releases in a of five older U.S. residents. cols to dietary recommendations — another conspiracy to reap $30 million in profits. Can anyone afford to ignore as much as 20 challenge in a results-driven environment. Vadym Iermolovych copped to charges of conspiracy percent of their market? There are other cultural considerations to to commit wire fraud, conspiracy to commit comput- Beyond the sheer growth in numbers, take into account. Hispanics deeply value er hacking, and aggravated identity theft in the ring, which conspired to swipe 150,000 press releases and Hispanics are living longer. Unfortunately, and cultivate personal relationships with the sensitive information they contained. He was ar- they are not living healthier. Compared to physicians, who are regarded as trusted ad- rested in November 2014 on other charges related to non-Hispanic whites, they have higher rates visors to the patient and the whole family. computer hacking and credit card fraud, the US Attor- of obesity and a higher prevalence of chron- They also rely heavily on other healthcare ney for New Jersey, Paul Fishman said. He faces up to ic conditions like asthma, hypertension, ar- professionals such as pharmacists, and their 27 years in prison.

10 JUNE 2016 | WWW.ODWYERPR.COM

FEATURE Developing multicultural social media communities As the U.S. population continues to grow in both numbers and diversity, the need for brands to understand those communities better understand language preferences, and build inclusive, multicultural social spaces has become more interactions and ethnicities. Be sure to lis- prominent. ten to really know how to tailor your social By Mari Escamilla media strategy. Build a team that reflects your online he U.S. Census Bureau reports that their lifetimes, and studies have shown community. Hiring experts who relate to the country’s minority population that 48 percent of Millennials say word- the base will help build trust and develop Trose from 32.9 percent in 2004 to of-mouth influences their product pur- authentic social media content. 37.9 percent in 2014, making the popula- chases more than TV advertising. Word- Develop content that has diverse imag- tion more racially and ethnically diverse of-mouth influence typically come from ery. If your brand is a baby gear company, than ever before. U.S. births have been the social media; 63 percent of Millennials don’t solely use imagery of a light skinned driving force behind the increase in the stay updated on brands through social net- or blue eyed child. Be more inclusive and Hispanic population: more than half of all works. Additionally, 43 percent of Millen- diverse in your choice of imagery. Americans ages five or younger are now nials have liked more than twenty brands Develop content that relates to the non-white. Fueled by immigration, recent on Facebook. community. Play on the strengths of your reports indicate that Asians have emerged Develop an authentic voice social media team to connect with the life as the fastest growing of the three major In order to benefit from the potential in- experiences of your ethnic and minority populations. This fluence of social media, a brand needs to social media commu- should come as no surprise, as it has been build trust with Millennials. This can be nity. MITÚ and Pero predicted that the U.S. will become a ma- done via authenticity, meaning using cul- Like have used the ex- jority-minority country by the mid-2040s. turally diverse imagery and content and periences of their staff Millennials at the forefront employing a social media team that re- to connect with their Leading part of the recent growth and flects the brand’s customer base. If a high Latino community change are Millennials. This group has sur- percentage of the non-white community with funny memes like, passed Baby Boomers and now represents on a brand’s Facebook channel is Hispan- “refried beans are the more than a quarter of the total U.S. pop- ic, it will be imperative for the social media glue that hold my life Mari Escamilla ulation. As of January 2014, 74 percent team to produce content that doesn’t fall together.” of online adults were using social media. within stereotypical assumptions. Think Develop content that highlights Considering more than 40 percent of the back to when The Academy posted a pho- relevant holidays, events or seasons. Lati- Millennial generation are non-white, it’s to of Penelope Cruz and Robert De Niro nos, African Americans, Asians and other important to take into account their cul- on their Instagram account but confused ethnicities will each have their holidays of tural preferences. Cruz for Salma Hayek, “the other Hispanic importance. Don’t assume all communi- Millennials are actively engaging in con- female actor” in Hollywood. ties care about the same holidays, and be tent that identifies with them based on If a high percentage of the non-white sure to consider key dates. their life experiences and language(s) of community on a brand’s Facebook channel Incorporate an advertising budget. preference. This can be a daunting real- is African American, an emphasis should Once you’ve started to develop your multi- ization for large brands that already have be placed on topics of interest without ex- cultural community, start developing a few a strong social media presence on English ploiting them. Football fans might recall advertisements that help you continuously language channels with “general market,” when after progressing to the Super Bowl grow the following. Test content to learn non-culturally diverse content. Instead the Seattle Seahawks tweeted, “We shall what resonates best with your potential of creating separate pages that share con- overcome #MLKDay” alongside a pho- audience. tent in different languages or for different to of Russell Wilson in tears and a quote Best practices in social media are always ethnicities and potentially segregating a from Martin Luther King, Jr. The team was evolving, but what hasn’t changed is its lev- brand’s customer base, try developing a forced to issue an apology and delete the el of importance in an organization’s gen- multicultural community within each so- tweet after followers called them out for eral marketing strategy. With the recent cial media profile. exploiting the historical holiday for the changes in the composition of the U.S. By building a multicultural and inclusive sport. population, it’s critical that brands adapt social media community, brands can con- By hiring experts in social media who their organizations to both understand tinue to grow their pre-existing channel can relate to the customer base, a brand those communities and also listen to them on Facebook, Twitter, Instagram and other will build trust and mitigate potential er- to learn how they like to be communicat- relevant social media outlets. In order to rors. Authenticity is ranked over content ed with. Listening to a customer base will do so successfully, a brand will need to in- when consuming news on social media by expand an organization’s understanding of vest both the time and money necessary to 43 percent. Millennials have to first trust “who we are” and strengthen their ability develop a strong team and foundation of the brand before reading or looking at the to maintain a multicultural community. resources. According to Advertising Age, content brands have produced. Don’t be afraid to dive into the multicul- those between the ages of 17 and 34 are Executing multicultural social media tural space — just be ready to listen, learn expected to spend more than $200 billion Develop an understanding of who your and adapt. annually, beginning in 2017. community is online. Review insights Mari Escamilla leads Marketing Maven’s Millennials will spend $10 trillion in provided by each social media outlet to multicultural marketing practice. 

12 JUNE 2016 | WWW.ODWYERPR.COM

FEATURE Pushing PR’s limits to effectively reach Hispanics With Hispanics over-indexing on digital channels and devices, marketers working in our increasingly digital world now must employ a broader depth and breadth of assets and media approaches to connect and communicate effectively with today’s Hispanic market. By Jorge Ortega hen I first began in the Hispanic online video and were more likely to use through NALEO (National Association of communications field, more than mobile devices as second screens. This is Latino Elected and Appointed Officials). A W25 years ago, Hispanics were not breaking news to Hispanic marketers, successful Hispanic communications agen- considered a niche market, and targeting however it does increase what is asked of cy needs to have the connections to get your them was far less sophisticated and com- brands. Across segments, brands are ex- brand’s foot in the door across a variety of plex than it is in 2016. Today, the Hispanic pected to interact with their audiences, not organizations and chambers. market has burgeoned into a large, diverse just market to them. Are you ready to succeed in this market? audience that has a significant impact on Brands need to create engaging videos and As the entire public relations industry companies’ bottom lines, demanding much content, and with public relations budgets continues to evolve with the advance of more from communications professionals significantly smaller than those for general digital media, Hispan- than in years past. market clients, they need an affordable way ic-facing efforts are Be it content, channels for engagement, or to create fast, creative content that will reso- changing even more community connections, in this increasingly nate with their audience across social media quickly. Agencies spe- digital world, and with Hispanics over-in- channels. Agencies must be able to provide cializing in the U.S. dexing on digital channels and devices, to- this now, and even more so in the future. Hispanic market must day’s Hispanic marketer has to employ a This could change the way that a traditional now provide more ca- much broader depth and breadth of assets public relations agency is structured. pabilities for their cli- than days past to communicate effectively Creating engaging content requires a tal- ents, which requires a with this audience. Now, more than ever, ented creative team, and speedy graphic significant change in Jorge Ortega brands need to connect with Hispanics, designers and video editors who can work traditional public rela- which means communications agencies must hand-in-hand with a communications team tions approaches. have capabilities far beyond a well-connect- to generate content quickly, that is in line Brands needs to connect with audienc- ed, bilingual media relations team. with the brand’s messaging and will cause es through engaging, multilingual content English? ¿Español? digital Hispanic audiences to take note, shared across digital channels, and interact Speaking of bilingual media relations, this rather than continue scrolling down their meaningfully with the community in or- is not to say that bilingual media specialists newsfeeds. der to deliver measurable business impact. aren’t essential to our agencies any longer. My comunidad Hispanic marketers must strengthen and They are. However, the way our strategic Scan through any trending Hispanic in- diversify their communications capabilities communications plans approach tradition- fluencer’s account, and you’re bound to in order to rise to this challenge. al media relations has become much more come across a meme related to having a Jorge Ortega is Executive Vice President complex. English or Spanish? Or do we large, extended Latino family. It’s no secret at Burson-Marsteller, and Leader of Bur- shake things up with Spanglish content? that Hispanics place great emphasis on the son Latino.  There’s a multitude of studies circulating value of family and community relation- on the benefits of Spanish verses English ships. However, this builds expectations Media news brief to connect with different Hispanic genera- for brands to integrate seamlessly into the tional levels, but that’s not to mention the Hispanic culture. Think a Cinco de Mayo Argyle acquires CFO Publishing young, powerful Millennial generation. sponsorship at a local Mexican restaurant New York-based events firm Argyle Executive Fo- Good luck with them, fellow marketers. is enough? Think again. rum, LLC has acquired business media company Inno- A difficult audience to categorize, His- While some brands are leading the pack vation Enterprise from private equity firm Seguin Part- panic Millennials demand much more from at infusing their brand narrative with Lati- ners and minority stake owner The Economist Group. The acquisition includes Innovation Enterprise par- marketers, and are hyper-connected to no values, this requires more of a strategic ent, business-to-business media brand CFO Publish- online media. While many of them speak communications campaigns than a pres- ing, which publishes flagship monthly magazine CFO Spanish as their first language, they may be ence at large, must-have events. The U.S. and website cfo.com, as well as other publications equally strong in English and prefer to com- Hispanic population is a powerful network, catering to C-level executives. Terms of the acquisition were not disclosed. municate in their Anglo tongue. Buzzfeed reflected in the strength and influence of According to executives in a statement, the acqui- and Elite Daily may reach these audiences its organizations. Strong relationships with sition would expand Argyle’s operations to include just as effectively in English, while Tele- Hispanics begin with strong relationships more than 350 executive events this year. Innovation mundo and Univision are now scrambling with appropriate organizations within this Enterprise, which holds offices in New York, London to better connect with the trendy Millennial network. Would you like to connect with and Boston, produces more than 122 annual events across four continents. Argyle also said it would population. young, business-minded Hispanics? Con- produce 200 webcasts and more than 400 marketing Digital is spelled the same in Spanish nect with ALPFA, the Association for Latino services campaigns reaching more than two million Arguably the best means of reaching His- Professionals. Does your brand support en- executives in 2016. panics digitally is, by its interactive nature, trepreneurship and small and medium-sized CFO was first published in 1985. Seguin acquired CFO Publishing in 2010 from The Economist Group, more damanding of marketers. Latinos are businesses? Maybe you should connect which had owned the magazine since 1988 and now famous for their penchant for digi- with the Stanford Latino Entrepreneur retained a substantial minority stake after the Se- tal media, over-indexing on digital usage. Initiative. Want to understand where Lati- guin acquisition. CFO holds a monthly circulation of Nielsen recently found that Hispanic con- no voters stand on certain issues? You can 440,000, according to BPA Worldwide. sumers in the U.S. tend to stream more meet Latino appointed and elected officials

14 JUNE 2016 | WWW.ODWYERPR.COM

FEATURE Making websites ADA compliant

Application of the federal Americans with Disabilities Act on websites is still being worked out by regulators and courts. Smart website operators, however, are putting accessibility on their website requirement checklists. By Mark Sableman hile websites provide a vital con- vantages, or accommodations.” (Harvard eryone, including the PR community, on nection between your client’s was also subject to similar requirements in a likely increasing focus on website acces- Wmessage and the public, many the Rehabilitation Act, which applies to re- sibility. Particularly, if the ADA’s “reason- websites may need to be accessible to per- cipients of federal funds) able accommodation” obligation is higher sons with disabilities. The application of Harvard argued that the mere voluntary for services offered the federal Americans with Disabilities Act posting of free videos and educational ma- on a website than for on websites is still being worked out by reg- terials, as a benefit to the public, should not goods offered for sale, ulators and courts, but smart website op- lead to a finding of discrimination. But a news and information erators are already putting accessibility on federal magistrate, in a report in February, businesses need to take their website requirement checklists. concluded that by posting videos, accessi- heed. The ADA applies not only to governmen- ble only to those who could hear, Harvard The ADA covers a tal operations but also “places of public ac- had violated the ADA and discriminated broad range of disabil- commodation,” which may include many against deaf and hard-of-hearing persons. ities including blind- websites that serve the public. And once Of course, blind and deaf persons will ness, deafness, color a website is subject to the ADA, it needs to never be able to see or hear videos, and the blindness, repetitive Mark Sableman ensure that all of its content is accessible. ADA does not require that they do so. It stress injury, tremors, Consider the Harvard University site. As simply requires a reasonable accommoda- and mental illnesses. Website content may part of its outreach, Harvard posted — and tion of their disabilities, meaning that enti- often be made accessible to persons with made freely available to the public — a vast ties covered by ADA must ensure that dis- disabilities, and compliant with the ADA, array of courses and other educational and abled individuals are not excluded, denied by adding textual material to supplement general interest material. Millions of peo- services, segregated, or otherwise treated multimedia content, and by using other ple from around the world have access to differently because of their disability. Typi- “assistive technologies,” including website this content. cally, this requires providing “auxiliary aids coding that allows alternative means of Harvard, however, as a private school, is and services” that ensure effective commu- navigation. subject to the ADA, and the ADA prohib- nications to people with disabilities. In several early decisions, courts have re- its discrimination on the basis of disability, The ADA’s reasonable accommodation fused to dismiss ADA claims concerning with respect to “full and equal enjoyment requirement is limited in that it does not websites. In one case, Netflix entered into of goods, services, facilities, privileges, ad- require sellers of goods to create new ac- a consent judgment, agreeing to index and cessible or special goods for disabled per- increase its closed-captioned content, after PR news brief sons, like braille books, audio versions a court held that Netflix’s streaming-movie of books, and close-captioned video service was covered by ADA, and refused H+K aids Puerto Rico in Zika tapes. Harvard argued that this excep- to wait for the FCC to formulate its broad- outbreak tion should protect it from having to add casting accessibility rules. Spurred by these closed-captioning to its online videos. cases, some law firms are threatening class The Puerto Rico Tourism Company is relying on Hill+Knowlton Strategies as it tackles the Zika virus The magistrate, however, construed action lawsuits against operators of public crisis and its effect on tourism. that exception narrowly, to apply only to websites that they believe qualify as “public H+K’s Miami office leads the account. the sale of goods, and not the provision accommodations.” Puerto Rico’s health department said May 13 that of services, such as the educational vid- The Department of Justice is working a pregnant woman there became the first American eos on Harvard’s website. Thus, the mag- on regulations setting specific accessibility whose fetus contracted microcephaly from a Zika infection. The Centers for Disease Control and Pre- istrate concluded that Harvard had an standards for websites, but its rule-making vention said 20 percent or more of Puerto Rico’s 3.5 ADA obligation to add closed captioning process, which began in 2010, is moving million people will contract the Zika virus this year. to its online videos as a reasonable ac- slowly; regulations on the public accom- H+K and the PRTC are working to calm fears and commodation to the deaf and hard-of- modation title aren’t expected until 2018. In correct misinformation regarding Zika. That includes educating travelers and potential travelers about us- hearing persons on whose behalf the suit the meantime, many website designers are ing insect repellant and wearing proper clothing to was brought. using the World Wide Web Consortium’s avoid the mosquito bites that spread Zika. The Harvard case is still in a prelimi- accessibility guidelines as the de facto legal “Accurate information about Zika is the key to mak- nary stage. The magistrate’s recommen- standard. ing educated decisions about visiting Puerto Rico,” dation will be reviewed by a district For now, PR firms that use websites to said Ingrid Rivera Rocafort, executive director of the PRTC. judge, and the judge’s decision will be get messages out on behalf of their clients PRTC said this month, fewer than half of one per- subject to appeal. Moreover, Harvard, should at least consider website accessibili- cent of Puerto Ricans have contracted Zika and the as a private school, is clearly a place of ty. Begin now — before you receive any legal majority of cases occurred away from “typical tourist public accommodation, and the question demands — to have your website designer destinations.” The island suffered a PR blow last month when Ma- remains open as to what private websites prepare your websites so that the services jor League Baseball canceled a series of games slated will fall under that term, and thus the offered are also available to the disabled. for San Juan because of the Zika outbreak. ADA’s coverage. Mark Sableman is a Partner at Thompson The decision, however, helps focus ev- Coburn LLP. 

16 JUNE 2016 | WWW.ODWYERPR.COM Multicultural content marketing for Millennials Developing useful, valuable content is critical when reaching out to Millennial audiences in the Asian, African American and Hispanic markets. By José Villa hen most marketers think about Why content marketing is critical Millennial media consumption, who indi- Millennials, they often miss the Content marketing is the foundation and cate overwhelmingly it is a major factor in Wfact that almost half (43 percent) catalyst of effective multicultural millen- the music, movies and TV shows they con- of all Millennials living in the U.S. today nial marketing. The first reason is the me- sume. are multicultural Millennials — Hispanic, dia consumption behavior of multicultural Social media provides Asian, African-American, or mixed-race Millennials. According to the latest wave of a critical catalyst for con- Millennials. Some put a heavy emphasis on research from the Hispanic Millennial Proj- tent marketing, allow- Hispanic Millennials. Those same market- ect, multicultural Millennials are consuming ing content to be easily ers forget that 23 percent of the Millennial content on ad-free platforms like Netflix as shared and distributed. population are African-American, Asian much or more than they are via broadcast/ The social media behav- and mixed race. That is a large swath of the cable TV. They are increasingly time-shifting ior of Hispanic, Asian, lucrative Millennial segment. their content consumption via DVRs and and African-American The next major mistake most brands make on-demand platforms, skipping unwanted Millennials provides the is to focus on paid media driven interruptive ads. Furthermore, a recent eMarketer report connective tissue critical advertising in their efforts to reach multicul- showed that nearly two in three Millennials to effective content mar- José Villa tural Millennials. Marketers tend to focus on block ads — showing that a solid majority keting. “tried and true” methods. When it comes to of Internet users ages 18-34 block ads when A blueprint for content marketing multicultural marketing, that convention- they view digital content. So what does effective multicultural con- al approach is to focus on in-language cre- These changes in Millennial media behav- tent marketing look like? First, it requires ative running on in-language media (think ior underscore the increasing difficulty in a shift in mindset from an advertiser to a 30-second Spanish spots running on Univi- “interrupting” them with paid advertising. publisher. Brands need to embrace a digi- sion). Rarely do they give a tactic like con- Moreover, multicultural Millennials are tal studio model of creating high-volume, tent marketing consideration as a highly ef- shifting their media consumption from tra- cost-efficient, digital multicultural content. fective lead tactic to engaging multicultural ditional channels to digital and social plat- This means establishing the capability to Millennials. forms. As an example, one third of Hispanic create content in more compressed cycles Content marketing defined Millennials are consuming news through (think days versus months) at a fraction of While there are numerous definitions out YouTub e. the cost of broadcast quality video content there, content marketing is best de- (e.g. 30-second TV spots). In fined as the creation and distribu- the past, creating and distrib- tion of useful and valuable content uting your own multicultural that consumers choose that leads to content was cost prohibitive demand for a product or service and risky. Digital technology This definition presupposes that and tools like HD video and content developed by marketers content distribution services must be so useful and/or valuable have changed the game. Equal- that consumers would seek it out ly important, there is now a on their own volition. They are not digital ecosystem in place to forced or deceived into consuming support multicultural content it. They genuinely want to consume marketing. the content — whether it’s listening As you consider beginning a to an audio clip, watching a video, multicultural millennial con- answering a poll, taking a quiz or tent marketing program, keep reading the latest list. in mind some of the nuances The content must also direct- of each of the three multicul- ly and measurably lead those who tural Millennial segments as it consume it to consider purchasing relates to the kind of content a product or service. The content must pos- Language is also playing less of a role in the they consume, where they consume it and itively impact consumer demand. For exam- media Asian and Hispanic Millennials con- how. ple, after reading an infographic, a user will sume. According to the Hispanic Millennial Regardless of whether you target Asian, be more likely to purchase the product men- Project, only 42 percent of Asian Millennials African-American, or Hispanic Millennials tioned in the infographic. indicated they streamed any non-English individually or collectively, multicultural programming in the millennial content marketing can be the en- last 30 days. Only 46 gine of broader marketing programs. It can percent of Hispanic provide a steady stream of content that can Millennials indicated be repurposed and leveraged across paid any Spanish language advertising, experiential marketing or other streaming activity. Cul- earned media initiatives. ture is instead the real José Villa is President of Los Angeles-based driver of multicultural marketing agency Sensis. 

WWW.ODWYERPR.COM | JUNE 2016 17 FEATURE Strategic Narrative Marketing: an introduction A new, higher-level approach to messaging that goes beyond storytelling and provides a strategic narrative that guides all forms suing messaging development and launch of marketing. revealed several things to us: By Guy Murrel We were telling more of a strategic nar- rative, defining the industry, helping ad- ommunicating in a manner that’s au- vides the much-needed fuel to drive all vance it, changing long-held perceptions thentic, engaging and compelling has forms of marketing that require quality, and shifting away from talking about the Calways been a challenge in the tech meaningful topics and themes to be effec- company and product. We were communi- market. Constant change — and the fact tive. A strategic narrative is less about the cating more like industry analysts and true that nearly every organization is becom- company and what it does, but demands industry thought leaders. ing a tech/software company of some sort an organization define its view of the world The less the company talked about them- — only exasperates the problem to create (industry), what positive change needs to selves the better, and the quicker the com- “positioning and messaging” that stands occur and what role it will play to promote pany was recognized as a software inno- out and inspires desired outcomes. As we and advance that positive change. This is vator and not just a often like to say, “everyone’s using the same a powerful proposition today, consider- products company. It 16 words.” ing how difficult it is to not only stand for was the industry vision As the marketing world continues to ad- something, but to stand apart and above that made the compa- dress and gain value from the new digital the competition. ny stand out and made landscape, two current dynamics stand out Our road to up-leveling messaging to an the market take notice. to us. One is the promise of purely automat- industry narrative happened when a local Media and analysts ed social-based marketing, which clearly Colorado manufacturer of industrial hard- loved it. They were ea- lacks substance without content — hence ware products came to Catapult with a spe- ger to learn, hear the the rise of content marketing — therefore cific request: can you help us build a new company’s vision and Guy Murrel causing many forms of marketing to look market category? feel part of an emerg- more and more like PR every day. The sec- The company had acquired a software ing trend to help their ond is the avalanche of content — much platform that automated the gathering and industry. of it lightweight or bordering on spam — processing of data that had been done man- It provided endless topics for thought which will likely result in a “content bub- ually for decades. The technology was new leadership, including white papers, by-lined ble” to which potential customers who be- and disruptive for the market, within an in- articles, speaking and other educational come wise will, ultimately, ignore. dustry that was very “old school” and set in outlets. It also provided meaningful fodder While PR has gone from cool to old- its ways. The main issue, according to the for social media and content marketing. school and back to cool again — remem- customer: the sales team was struggling to It attracted support. One of the largest ber the cry of “PR is Dead!” — we all know sell its software because an “existing catego- manufacturers in the world loved the idea, how everything works in cycles. We believe ry” did not exist. and partnered with the client to co-present those of us in the PR industry have forged The sales team needed to show custom- the new category concept at a major indus- the skills around messaging or storytell- ers there was a credible market category try conference. ing to add a higher level of value to today’s that supported adopting the technology. It was fun. Defining and launching a new marketing mix. We must constantly look to And, equally important, made it easier for category was exciting and different. Seeing elevate the practice of PR into a strategic, prospects to sell the concept internally to how it was being accepted within an indus- high-value asset and not slip into becoming management and the folks in purchasing. try was fascinating and rewarding. just a tactical commodity. While any and all Without a nice “bucket” to categorize the As marketers, it moved us from convinc- forms of content may be king, what we say product, sales efforts were bogged down ing to leading. and the messages we convey are more vital in explaining technical features, how the And, finally, it dawned on us that all of than ever. product worked and other lower-level is- our successful clients had one thing in It should be our collective goal as an in- sues that derailed the sales process. common: they all were category leaders! dustry to own and guide not just stories, We agreed to take the project and, while I hope you can see the opportunity that but the strategic narrative. This higher-lev- prepping for the kickoff strategy session, lies in defining a market category — or cre- el messaging helps organizations define realized we needed to spend almost all of ating a new one — as a means of talking less our constantly changing world. The prac- our time digging into industry dynamics — about “me,” and more about the world. tice of telling an industry strategic narra- not talking about the company and prod- Over the years we created a formalized tive, which is based on the unique perspec- uct. What were the prevailing trends? What process for developing a strategic narra- tive and vision an organization has for its were the perceptions and misperceptions tive, and using PR and associated market- industry, is often lacking in today’s mar- that existed when it came to automation ing practices to develop an entirely new keting communications. And, when you and technology? What were the opportu- market space. We call it Strategic Narra- look at the disruption and mash-up of in- nities — as an industry — to adopt auto- tive Marketing, and are now publishing a dustries and capabilities all around, there’s mation software as a means to improve the guidebook, as our own contribution to the a great opportunity to create messaging overall success of the bigger, overall indus- marketing industry, to help PR profession- that defines new market spaces, topics or try category? als think about and develop messaging that processes. The result was the development and adds value and matters in the market. With a focus on industry leadership, a launch of a new category that was based Guy Murrel is Co-Founder and Principal well thought-out strategic narrative pro- on Lean manufacturing principles. The en- of Catapult PR in Boulder, CO. 

18 JUNE 2016 | WWW.ODWYERPR.COM

O’Dwyer’s guide to MULTICULTURAL PR FIRMS

ease states, and our main goal is to Millennial Connections, Digital create measurable behavior change Analytics, Strategic Brand Com- for our clients’ most important munications, and Corporate Com- stakeholders, including those in munications and Citizenship. For Hispanic markets. Our capabilities more information, please visit go beyond traditional public rela- www.bm.com. tions to leverage a partnership with Newlink America, which allows us to provide clients with the right CHAMBERLAIN combination of healthcare know- HEALTHCARE PR how and understanding of the His- panic market to produce culturally 450 West 15th Street, Suite 405 competent communications that New York, NY 10011 move the needle. 212/884-0650 Biosector 2 is part of inVentiv www.inventivhealth.com/chamber- Health Public Relations Group lain [email protected] and powered by inVentiv Health, Twitter: @inventivPR a global professional services or- blog.inventivhealth-pr.com ganization designed to help the biopharmaceutical industry accel- At Chamberlain, we are passion- erate the delivery of much-needed ate about translating science into therapies to market. Learn more at meaningful stories that inspire ac- inVentivHealth.com. tion. At the end of every day, if we have empowered consumers and Burson Latino providers to create better health outcomes, then we know we’ve

Michelle Flowers Welch, Chairman and CEO of Flowers Communications 601 Brickell Key Drive, Suite 900 done our job. That’s why, for more Group (FCG). Miami, FL 33131 than 20 years, our clients — from 305/347-4300 Fortune 500 pharmaceutical com- www.bm.com panies to small non-profit patient ALLIDURA social media, marketing and brand- groups — have relied on us to ing, graphic design and multime- Jorge Ortega, EVP, Burson Latino communicate their information to CONSUMER dia, and research and analytics. Lead the audiences that really matter. Allidura is part of inVentiv Chamberlain offers a complete 450 West 15th Street, Suite 700 Health Public Relations Group Burson Latino, Bur- suite of communications services New York, NY 10011 and powered by inVentiv Health, son-Marsteller’s Latino com- fully matched to today’s techno- 212/229-8400 a global professional services or- munications practice, leverages logical, geographical and cultural Fax: 212/229-8496 Burson-Marsteller’s experts, their realities. We work with partners www.inventivhealth.com/Allidura ganization designed to help the [email protected] biopharmaceutical industry accel- experience, and digital commu- at Newlink America to help health Twitter: @allidura erate the delivery of much-needed nications tools to help clients & wellness companies establish Blog: allswell.allidura.com therapies to market. Learn more at connect and engage with the dy- meaningful connections with key inVentivHealth.com. namic and rapidly-growing U.S. stakeholders in the Hispanic mar- Whether it’s cars or cameras, Hispanic population. We are here ket. With the right combination of or diapers or detergent, health has to help our clients understand their healthcare know-how and under- never been more ubiquitous than it BIOSECTOR 2 Latino stakeholders and their be- standing of Hispanic culture, we is today. For some brands, health havioral differences in a way that create culturally competent pro- may be a new focus. Fortunately, 450 West 15th Street, Suite 602 goes beyond a simple translation grams that move the needle for our New York, NY 10011 it’s always been at the center of 212/845-5600 of messages. Our evidence-based clients and consumers alike. ours, and we’ve taken this knowl- www.inventivhealth.com/B2 approach provides our team with Chamberlain is part of inVentiv edge and enthusiasm to some of the Twitter: @biosector2 a deep understanding of the His- Health Public Relations Group world’s largest brands to connect Blog: b2view.biosector2.com panic market, its stakeholders, the and powered by inVentiv Health, them with today’s socially charged, shauna.keough@inventivhealth. media, the digital community and a global professional services or- health-minded and diverse con- com the influencer spectrum, which ganization designed to help the sumers. enables us to help clients connect biopharmaceutical industry accel- Allidura helps health & wellness Biosector 2 (B2) is a global with Hispanic audiences. Through erate the delivery of much-needed companies establish meaningful healthcare communications agency StudioB, Burson-Marsteller’s ap- therapies to market. Learn more at connections with key stakeholders, that partners with visionary clients proach to integrated, data-driven inVentivHealth.com. including those in Hispanic mar- to deliver groundbreaking pro- content creation and distribution, kets. Working with our partners at grams and improve the health of our team transforms data patterns Newlink, we provide clients with people’s lives. For more than a de- into insights that shape content The July issue of O’Dwyer’s will the right combination of healthcare cade, B2’s experience as an agency creation and channel engagement know-how and Hispanic market spans virtually every category in programs, all while constantly profile Travel and Tourism PR firms. understanding to produce cultural- the industry and drives strategic monitoring, adjusting and updat- If you would like to be profiled, ly competent communications that solutions for their clients. ing using real-time data as the contact Editor Jon Gingerich at move the needle. Our integrated B2 builds brands and grows program unfolds. Our Hispanic 646/843-2080 or approach includes capabilities that markets for companies driving communications offering is built [email protected] span public relations, digital and innovation across a variety of dis- on four specialty areas: Hispanic

2020 APRILJUNE 20152016 || WWWWWW.OD.ODWYWYERPR.COMERPR.COM || ADVERTISINGADVERTISING SECTIONSECTION w Profiles of Multicultural PR Firms CHANDLER approach has proven successful for some of the world’s most rec- CHICCO AGENCY ognized companies, government agencies and private organizations. 450 West 15th Street, Suite 700 For 25 years, our thought leader- New York, NY 10011 ship has created groundbreaking 212/229-8400 campaigns, established industry www.inventivhealth.com/ccapr [email protected] best practices and generated suc- Twitter: @inventivPR cessful results. Our agency capabil- blog.inventivhealth-pr.com ities include: integrated marketing communications, media relations, Chandler Chicco Agency (CCA) social media marketing, brand is a pioneer in the global health storytelling, content marketing, communications space — and creative services, video produc- has been for more than 20 years. tion, experiential marketing, and From patient advocacy and disease corporate communications. FCG is awareness to issues management MBE/WBE/DBE certified. To learn and commercialization, our unpar- more, visit www.explorefcg.com. alleled insight, depth of experience and entrepreneurial spirit drives Hunter us to create inspired and visionary solutions. Hispanic CCA is part of inVentiv Health Public Relations Group, a glob- 41 Madison Avenue, 5th Floor Buchanan’s Blended Scotch Whisky partnered with three-time Billboard al communications network that New York, NY 10010-2202 Latin Music Award nominees Zion y Lennox to host an exclusive pop-up helps launch brands and build the www.hunterpr.com concert in Miami for their social media fans, Buchanan’s social media reputations of companies work- 212/679-6600 fans, media, and bloggers. Prior to the performance, Buchanan’s hosted [email protected] ing to improve human health. The an intimate whisky tasting and cocktail hour in honor of Zion y Lennox. group offers best-in-class capa- Grace Leong, CEO The duo participated in interviews with media during this VIP cocktail bilities spanning public relations, Gigi Garcia-Russo, Partner hour talking about their new album. Here they are seen taking a selfie digital and social media, issues Annette González-Malkin, SVP in between media interviews and having a great time with Buchanan’s. management, stakeholder engage- ment, and analytics and measure- Hunter Hispanic, a division of ment. Working with our partners at Hunter Public Relations, provides firms in the U.S. and we keep ex- Fax: 212/229-8496 Newlink, we provide clients with a full-service approach to reach the panding! ISA’s four divisions each www.inventivhealth.com/PR the right combination of healthcare bicultural consumer via nuanced have their own research focus, and [email protected] know-how and Hispanic market experiences in context, content and all of them provide multicultural Twitter: @inventivPR understanding to produce cultural- native language campaigns. expertise. blog.inventivhealth-pr.com ly competent communications that An “agency within an agency” of We believe that research should The global public relations move the needle. one of the most highly recognized be inclusive, which is why we in- group of inVentiv Health helps inVentiv Health is a global pro- mid-sized firms in consumer - mar vest in technology that makes re- launch brands and build the rep- fessional services organization de- keting communications, Hunter search accessible to diverse groups utations of companies working to signed to help the biopharmaceuti- Hispanic offers a complete roster of people. ISA recently acquired improve human health. Our teams cal industry accelerate the delivery of services including fully integrat- icanmakeitbetter, a best-in-class create communications that drive of much-needed therapies to mar- ed Hispanic PR and communica- Insight Community platform. The corporate value, enhance brand ket. Learn more at inVentivHealth. tion strategies; traditional, social platform allows clients to move perception, and deliver on the bot- com. and digital media-based programs; beyond research and have conver- tom line. influencer seeding; celebrity rela- sations that matter with their cus- inVentiv Health Public Relations FLOWERS tionships and large-scale consum- tomers. Brands benefit by having a Group includes four agencies — er events. The department brings simple way to gather ideas across Allidura Consumer, Biosector COMMUNICATIONS more than 28 years of combined ex- generational and cultural lines. 2, Chamberlain Healthcare PR GROUP perience developing and executing To date, ISA has conducted and the Chandler Chicco Agency PR and communication strategies Quantitative and Qualitative re- — who uniquely understand the to engage the U.S. Hispanic mar- search projects in 67 languages. 303 E. Wacker Dr., Suite 1000 needs of culturally diverse mar- ket on behalf of some of America’s We are acknowledged as experts kets. Together with our partners at Chicago, IL 60601 most respected companies. 312/228-8800 in the Asian and Hispanic Amer- Newlink, our agencies help health Fax: 312/228-9414 ican communities, having won & wellness companies establish www.explorefcg.com Interviewing three awards for our research from meaningful connections with His- the Asian American Advertising [email protected] Service of panics. With the right combina- Federation (3AF). ISA’s combina- tion of healthcare know-how and Michelle Flowers-Welch, CEO tion of deep research experience and Founder America (ISA) Hispanic market understanding, and technologically advanced we produce culturally competent 15400 Sherman Way, 4th Floor approaches consistently yields communications that move the Flowers Communications Group high-quality deliverables. (FCG) is an award-winning, inte- Van Nuys, CA 91406 needle for our clients. grated marketing communications 818/989-1044 The broad scope of inVentiv [email protected] Health Public Relations Group firm filled with energetic brand www.isacorp.com inVentiV experts who specialize in targeting Health Public is powered by inVentiv Health, a African American, Hispanic and Michael Halberstam, Chairman global professional services or- multi-generational audiences on Relations Group ganization designed to help the behalf of brands. Our agency leads Founded in 1982, Interview- biopharmaceutical industry accel- with cultural insights that drive ing Service of America (ISA) has 450 West 15th Street, Suite 700 erate the delivery of much-needed marketing results for the organiza- become one of the largest inde- New York, NY 10011 therapies to market. Learn more at tions we represent. Our integrated pendently owned market research 212/229-8400 inVentivHealth.com.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2016 21 w Profiles of Multicultural PR Firms tation management, organic SEO For more information about between consumers and the brands tracking, competitive analysis re- Moore Communications Group, they love. ports, online product reviews and visit www.moorecommgroup.com. social media advertising and pro- SENSIS motions to help increase revenue. República 811 Wilshire Blvd., Suite 2050 Los Angeles, CA 90017 Moore 2153 Coral Way, 5th floor 213/341-0171 Miami, FL 33145 www.sensisagency.com Communications 786/347-4700 blog: www.sensisbureau.com www.republica.net [email protected] Group [email protected] 500 Penn St. NE Headquarters: 2011 Delta Blvd. Jorge A. Plasencia, Co-Founder Washington, DC 20002 Tallahassee, FL 32303 & CEO 202/969-2283 850/224-0174 Luis Casamayor, Co-Founder &

CCO 6507 Jester Blvd, Suite 510-Q Office Locations: Tallahassee + Anthony Bianco, EVP & General Austin, TX 78750 West Palm Beach + New Orleans Manager 512/358-1756 + Denver Lourdes Mateo de Acosta, SVP of

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Marketing Maven’s Valeria Velasco Client Servicing ca’s fastest-growing independent Jose Villa, President supports Spanish language media cross-cultural advertising, digital relations and multicultural influ- Moore Communications Group and communications agencies. Danny Allen, EVP, Managing Director encer marketing initiatives. is a nationally-ranked integrat- Founded in 2006, República has Karla Fernandez-Parker, Manag- ed communications firm head- developed into a full-service, fully ing Director, Texas quartered in Tallahassee, Florida. integrated marketing communica- Felischa Mayre, Earned Media Marketing Blending smart strategy with cre- tions firm — providing branding, Manager ative collaboration, we use inte- advertising, media planning and Robyn Loube, Director, Atlanta Maven grated communications campaigns buying, digital, and public rela- to build brands. Our tailored mar- tions counsel and services — and Sensis is a cross-cultural market- Los Angeles Headquarters keting solutions are custom curated as a Corporate Plus member of the ing agency driving behavior change. 310/994-7380 from a mix of more than 12 services National Minority Development Working beyond ethnic boxes, the and specialties including advocacy, Council, provides integrated offer- agency creates useful, digitally rel- 135 East 57th Street, 4th Floor digital, social and Latino commu- evant content to drive consumer New York, NY 10022 ings for bolstering diversity pro- 212/967-5510 nications that shape opinions, shift grams in both corporate America action across cultures. Ads don’t www.MarketingMavenPR.com behaviors and incite action, con- and Silicon Valley. work. Content does. Because peo- [email protected] necting our clients to success. As the agency celebrates its 10th ple experience content. To change [email protected] Connecting is at the heart of what year anniversary, it is sharpening behavior, you need to engage peo- [email protected] the Moore Communications Group its focus on activating the multi- ple first—through useful, digitally team does for our clients. These cultural mainstream. Recognizing relevant means. These are the tools Lindsey Carnett, CEO & President connections power business suc- that the general market is increas- we use to build engagement, spark Natalie Rucker, VP of Business cess, greater profits, brand identity ingly diverse, República builds motivation and drive action among Development John Krisiukenas, Managing Di- and strategic outcomes. We under- communications strategies that the cultures our clients look to in- rector, NY stand promises matter. It’s quite leverage universal psychographic fluence. Along with its integrated simple. If you deliver what you insights, which are essential to im- advertising and earned media ser- With a diverse staff, the Market- promise to people you will matter proving market share. Our results vices, Sensis offerings include spe- ing Maven team embraces multi- to them. We promise to connect you redefine what it means to create cialty practices SensisHealth, Sen- cultural communications. Through to a new level of business success. authentic, enduring connections sisChallenges and SensisCMO.  traditional earned media in com- bination with new forms of social and multimedia engagement, our team facilitates brand conversa- tions with multigenerational, mil- lennial, and multicultural targets. From Spanish media relations for an iconic tequila brand or quirky Spanglish social media content for a burrito chain, to outside-the-box promotions to generate bookings for a global Asian airline, the bi- coastal team at Marketing Maven disseminates a company’s brand message through culturally rele- vant communications strategies. With offices in Los Angeles and New York City, Marketing Ma- ven’s integration of PR, influencer relations and social media market- ing helps provide a competitive edge to their clients. Their services aid national marketing campaigns and product launches with repu- La familia at República.

2222 JUNEJUNE 20162016 || WWWWWW.OD.ODWYWYERPR.COMERPR.COM | ADVERTISING SECTION

REPORT Which regions will dominate tomorrow’s PR markets? According to IBISWorld’s Global Public Relations Agencies research report, media fragmentation, strong growth in several emerging markets and recovering advertising budgets have driven revenue growth for global PR agencies for the last five years. As the global economy continues to pick back up, revenues will continue to grow. So how do global PR firms choose where to operate, and which areas of the world are growing fastest for PR right now? By Adrienne Jordan hat can be predicted about the lieves that technology, consumer prod- cific. Greater China stands at 44 percent of growth of PR abroad? Many of ucts and healthcare are showing the most the agency’s APAC revenue. Wthe top U.S. based PR firms, such growth around the world. “Our consolidated Hong Kong operations as Ogilvy, FleishmanHillard, and Weber “The growth of healthcare is significant (FH and BlueCurrent, Shandwick, operate in dozens of markets in Africa, Asia and Latin America,” said including successful overseas. According to FleishmanHillard, Risi. “Historically, healthcare practices have integration of sister countries like Myanmar and Hong Kong been smaller in these regions but aging agency Bernard Hodes are important markets to focus on for the populations have made this sector more Group), doubled in the future, citing political changes or possess- important to PR agencies.” last five years, rank- ing some of the largest global retailers. In Census forecasts emerging markets ing us at the top of the addition, African nations are growing in Weber Shandwick operates in 78 cities league table among their healthcare demands, which makes it across 34 countries, with a network extend- global players in the more important for PR companies. Other ing to 126 cities in 81 countries. market,” Catanach agencies claim they don’t focus on one par- “While we see the public relations indus- said. “Our three agen- Andy Polansky ticular market, though still cite many possi- try continue to mature in developing mar- cies in Tokyo drive 26 bilities of market dominance in the future. kets, we are still seeing the most growth in percent of APAC revenue, representing in PR markets of the future major capitols in the United States, Europe, total the largest non-Japanese owned PR International PR firm Ogilvy Public Rela- Asia and Latin America,” said Andy Polan- conglomerate in Japan.” tions operates 85 offices across The Amer- sky, CEO of Weber Shandwick. Fleishman believes the PR industry is un- icas, EMEA and AsiaPac. Jennifer Polansky believes that multina- der-penetrated in the ASEAN region, and Risi, Managing Director of Ogilvy tional corporations are increas- this represents a real area of growth. With Media Influence and worldwide ingly looking for support in vari- more than 600 million people, ASEAN’s board member of Ogilvy Pub- ous markets in Africa. potential market is larger than the Europe- lic Relations, said the agency be- “Digital, social and content an Union or North America. lieves it’s impractical to think of marketing are in demand around “Markets such as Myanmar, which are any single region to dominating the globe. While these campaigns opening up under new leadership, are pro- the PR industry, though offered often involve multi-platform ac- viding opportunities for “fresh field” PR her thoughts on which areas of the tivation, mobile campaigns in approaches using mobile, social and dig- world are growing fastest for PR particular are becoming more ital over other more traditional channels,” Jennifer Risi right now. and more popular,” said Polan- said Catanach. “In FleishmanHillard, our “When people think of the ‘Mid- sky. Southeast Asia offices have more than dou- dle East,’ their minds typically think of po- Polansky believes there are some ways to bled in five years, and we expect this pace of litical instability,” Risi said. “However, there forecast the PR hubs of the future with the growth to continue.” is a growing middle class and a valuable middle class and population measures. Fleishman’s APAC network has built a consumer market and in fact, the Middle “We continue to see PR hubs remaining specialized offering around reputation and East/North Africa [MENA] region is grow- in key strategic media and financial centers, risk management in the supply chain coun- ing at a tremendous rate with its PR in- though high-population centers seling companies, from brands dustry estimated to be valued at $600 mil- like Jakarta, and key cities in In- to manufacturers, on how to use lion-plus. Specifically, Dubai acts as a major dia, China and Brazil will take on communications to build reputa- global hub within the region, and other na- hub status with a rising middle tion, manage risk and assist them tions including Egypt, Morocco and Abu class,” said Polansky. to better handle issues and crises. Dhai also perform well.” Firms look to Asia “The practice is led from Hong Firms are focusing PR efforts wherever “The center of global econom- Kong, which is home to the re- there are major markets worldwide. “For ic gravity is shifting toward Asia, gional sourcing operations of a long time, the industry looked to only and this shift is also reflected in some of the largest global retail- China and Southeast Asia as its priority the growth of PR in this market,” Rachel Catanach ers,” said Catanach. “Fleishman growth market,” said Risi. “However, with said Rachel Catanach, Senior Vice believes the PR hubs of the future the recent economic slowdown in the re- President, Senior Partner and Managing lie in the East, such as Hong Kong, Shang- gion, South America — such as Guatemala, Director of FleishmanHillard Hong Kong. hai and Singapore. “PR specialties are likely Costa Rica and Panama — has become a FleishmanHillard, which holds more than align around these regional centers of ex- fast growing region. Effective PR is helping 80 offices globally and 17 offices across our cellence, with Singapore focused on private multinational brands and investors contin- three brands in Asia Pacific (Fleishman- banking, for example, and Hong Kong on ue to successfully grow in the region.” Hillard, BlueCurrent and Vox Global) has other financial services such as investment In terms of industry sectors, Ogilvy be- experienced significant growth in Asia Pa- banking and asset management.” 

24 JUNE 2016 | WWW.ODWYERPR.COM Which regions will dominate tomorrow’s PR markets? Understanding global influence in healthcare PR The global biopharmaceutical industry has long been hesitant to embrace digital and social spaces. To ease concerns and ensure a successful entry into online influencer identification and engagement, it’s critical to have clear roadmap of not only what channels you will look at, but how you will define and measure influence, keeping in mind varying industry regulations by country. By Tim Goddard he global biopharmaceutical industry drive the conversation on a given topic. They Is the influencer sharing content relevant has long recognized the value of en- create and share content, raise new topics to your interests? How frequently? Tgaging influencers: partnering with and introduce information to new audienc- Does the location and/or language of the researchers, physicians and advocacy groups es. influencer align with to speak at events, publish manuscripts, and Sharers: Sharers represent roughly nine your strategy and au- share information that creates the right en- percent of social users and will help to carry dience? vironment to deliver treatments to patients a trend or extend a conversation by pushing Has the influencer who need them. out and redistributing information. Howev- worked with the in- While the importance of these relation- er, they typically don’t create content them- dustry in the past? If so ships has not diminished, the industry must selves. in what capacity? also now focus attention on social media, Observers: The vast majority of social me- How does the reg- where a new group of individuals with deep- dia users (as many as 90 percent) are observ- ulatory environment ly personal interests in diseases are easily ers. They might occasionally comment and affect your potential Tim Goddard connected to audiences that are eager for share, but for the most part they are consum- relationship? information. With these open exchanges on- ers of information rather than active partici- If the answers to these questions line, a few voices can be exceedingly power- pants in conversations. meet your program’s needs, you’re ready to ful, regardless of validated knowledge of the Assess all three R’s make an informed decision on whether the subject. When gauging influence, many people fo- designated influencer would be a strong can- Here we lay out five simple steps to opti- cus on the simple metric of followers, likely didate for engagement. mize identification and engagement with because it’s the easiest and cheapest to mea- Approach engagement as a partnership online influencers: sure. Too often communications profession- Identifying potential influencers is the first Understand what you’ll do with the output als look purely at reach in determining who step in the engagement process. Once you Before you begin mapping influencers it’s to engage, whereas the subjective measure- have a list of targets, develop an outreach important to have a clear understanding of ments of relevance and resonance are equally strategy to maximize connections and cred- what you will do with the results. Are you important to finding and engaging the right ibility. Global teams must work closely with looking to arm affiliate offices with action- audience who cares about the messaging. their local counterparts (and should include able information to drive local engagement Reach: How large is the audience of a par- medical affairs and country patient relations or will outreach occur at the global level? ticular influencer? A larger audience sug- directors where appropriate) to determine Will influencers help create a campaign or gests greater potential influence, but does existing relationships and align on who will merely help to spread awareness about it? All not guarantee it. engage the designated influencers. Keep of this information will shape the methodol- Relevance: Regardless of reach, an influ- in mind that the approach for engagement ogy and search parameters, and will inform encer’s interests must be relevant to yours. may vary significantly from one influencer conversations with medical, legal and regu- Despite what a Klout score suggests, Justin to the next, even in the context of the same latory stakeholders who will want to weigh Bieber’s 82 million Twitter followers are go- campaign. Customize your outreach and re- in prior to outreach. Far too often companies ing to be much less interested in a public member: you don’t necessarily have to Tweet invest significantly to map influencers with- health story than the U.S. CDC’s 600,000 at an online influencer to get in touch; make out a clear vision of how the results will be followers. a phone call or set up a time to meet in per- used, leading to in-depth reports that never Resonance: Resonance is the ability to cre- son. Though a lot of interaction occurs on- get actioned. ate changes in attitudes, beliefs or behaviors line, the personal touch will never become Mind the 90-9-1 rule — or the ability to inspire action. Resonance obsolete. In healthcare, social media influencers captures how likely an influencer’s audience Changing industry dynamics combined tend to reflect “offline” influencers, with- pa is to engage — that engagement can include with an ever-evolving media landscape have tients/caregivers, healthcare professionals, clicking a link or changes in health behav- arguably been felt as much in the healthcare and advocacy organizations all key in shap- iors. industry as in any other. This makes the re- ing conversations. There is no one-size-fits- Look beyond the mapping tool sponsibility of telling an engaging story that all approach to identifying the right mix of Like social media in general, the tools that will reach our audiences more critical than who and how to engage. Sometimes you have measure influence are constantly evolving, ever before. content that you want disseminated, other each with its own benefits and drawbacks. Despite these challenges, the opportuni- times you need assistance shaping content. Regardless of the technology used, there’s no ties are many for healthcare companies to By segmenting online audiences into distinct replacement for human analytics in assess- reach communities online to share the latest groups based on social behavior we can tie ing who is the right fit for your campaign or science, demonstrate leadership in disease outreach strategies to the unique needs of a outreach initiative. communications and most importantly, to campaign or initiative, ensuring messaging Ask yourself a series of case-specific ques- help drive conversations that will result in is carried to those who need to hear it. tions about each influencer to determine if helping patients manage their conditions. Influencers: Representing less than one they are the right person or group for you to Tim Goddard is Senior Vice President of percent of social media users, influencers engage: GLOBALHealthPR.

WWW.ODWYERPR.COM | JUNE 2016 25 Beutler Ink — Washington, D.C. Linhart Public Relations — Denver Bitner Group — Ft. Lauderdale, FL Kellen Communications — Washington, D.C. Bliss Integrated Communications — New York McGrath/Power PR — San Jose Brickell & Partners — Virginia Beach, VA Morgan&Myers — Milwaukee, WI CASACOM — Montreal Nuffer, Smith, Tucker, Inc. — San Diego

United States & Canada United Cerrell Assocs. — Los Angeles Off Madison Ave — Phoenix Cookerly Public Relations — Atlanta PadillaCRT — Minneapolis Corporate Ink — Boston PetersGroup PR — Austin Coyne Public Relations — Parsippany, NJ The Pollack PR Mktg. Group — Los Angeles Curve Communications — Vancouver Public Comms. Inc. — Chicago Deveney Communication — New Orleans Roberts Comms. — Rochester, NY Dick Jones Communications — Pittsburgh, PA RLF Comms. — Greensboro, NC Dix & Eaton — Cleveland Sandy Hillman Communications — Baltimore Donoghue & Assocs. — Calgary, Alberta Schneider Assocs. — Boston Enterprise Canada — Toronto Simon PR Group — Philadelphia Fishman Public Relations — Northbrook, IL Standing Partnership — St. Louis The Garrity Group — Albuquerque Sturges Word Communications — Kansas City Hermanoff Public Relations — Detroit Stryker Weiner & Yokota PR — Honolulu, HI Intrepid — Salt Lake City, UT True Digital Comm — Bedford Heights, OH IW Group — Los Angeles Ward — Houston

Business Press S.p.A. — Milan, Italy JBP Public Relations — Bristol, UK Europe CBO Srl — Milan, Italy Janev & Janev — Sofia, Bulgaria Commarca & Inqorpora Com. — Las Palmas de Gran Kaizo — London Canaria, Spain L&W Communication AG — Zurich, Switzerland Coxit Public Relations — Oslo, Norway Media Pozitiv — Otopeni, Romania Cunha Vaz & Associates — Lisbon, Portugal Medita Communication — Helsinki, Finland European Service Network — Brussels, Belgium Onva — Surrey, UK FWD PR — London Oxenstierna & Partners — Stockholm, Sweden Grupo Albion — Madrid Probako Comms. — Budapest, Hungary HBI Helga Bailey GmbH — Munich, Germany PRAM Consulting — Prague, Czech Republic komm.passion GmbH — Dusseldorf, Germany Wisse Kommunicatie — Arnhem, The Netherlands LF Channel — Barcelona, Spain Yucatan — Paris InstiCOM Corp. Comms. & PR — Brussels, Belgium Arvizu Comunicación Corporativa — Mexico City IvRM Communicatie — Bussum, The Netherlands Grupo Albion — Bogotá, Colombia AZ Worldcom Japan Co. Ltd. — Tokyo LatinMedia — Santiago, Chile Phillips Group — Brisbane, Australia Planin — São Paulo & Rio de Janeiro, Brazil Realidades — Lima, Peru

Madison Communications — Hong Kong, China Latin & South America

Asia / Pacif ific Asia / Pacif Media Consulting — Moscow Zelmira K Comunicacion — Buenos Aires, Argentina PRN — Seoul, Korea SPAG Consultants — India Cunha Vaz — Maputo, Mozambique & Luanda, TQPR Co. Ltd. — Ho Chi Minh City, Vietnam & Angola Bangkok, Thailand Majlis PR & Comms. — Dubai, UAE

TQPR Sdn Bhd — Kuala Lumpur, Malaysia M. East & Africa Meropa — Johannesburg, South Africa Zagar Communications — Myanmar Now You-Heart & Business — Tel Aviv, Israel

26 24/7Communication Sp. z o.o. — Warsaw, Poland AGT Communications Group — Moscow, Nizhny Klenk & Hoursch — Frankfurt, Hamburg & Munich, Novgorod, Novosibirsk, Rostov-on-Don, Saint Germany Europe Petersburg, Vladivostok & Yekaterinburg, Russia Lansons — London Atrevia — Lisboa, Lisbon, Oporto, Portugal; LEAD Agency — Copenhagen, DK Barcelona, Bilbao, La Coruña, Madrid, Málaga & Out of the Box SA — Athens, Greece Valencia, Spain Premier Public Relations Ltd — Budapest, Hungary Cocomms — Helsinki, Finland Publicasity — London Comm:unications — Vienna, Austria Publicum, UAB — Talinn, Estonia Publicum, UAB — Riga, Latvia Zagreb, Croatia Publicum, UAB — Vilnius, Lithuania EwingCommunications Public Relations Office —Colic, Czech Laco Republic, & Partners Prague — Rogalski Damaschin PR — Bucharest, Romania SEESAME Communication Experts — Bratislava, Hamburg, Munich & Stuttgart, Germany Slovak Republic GullersfischerAppelt Grupp AGABB — — Berlin, Stockholm, Cologne, Sweden Frankfurt, Slager — Oslo, Norway ICF Mostra — Brussels, Belgium TT&A srl — Milan, Italy int/ext Communications AG — Basel, Switzerland Van Luyken Communicatie Adviseurs — Amsterdam, The Netherlands Interel — Brussels, Belgium Wellcom — Paris, France KISSInterday Comms. Solutions — Cambridge, — Sofia, Bulgaria London & Oxford Zego Communication Strategies Ltd. — Istanbul, TY

360 Public Relations — Boston & New York Jackson Spalding — Atlanta Brown & Cohen Comms. & Public Affairs — Toronto Jones PR — Oklahoma City C+C — Portland & Seattle Lambert, Edwards & Associates — Detroit, Grand Crenshaw Communications — New York Rapids & Lansing, MI Enigma Communications Inc. — Montreal MPRM Communications — Los Angeles Falls Communications — Cleveland rbb Communications, LLC— Miami United States & Canada United Finn Partners — New York RF|Binder Partners, Inc. — New York G&S Business Communications — New York The Vandiver Group, Inc. — St. Louis GroundFloor Media — Denver Walker Sands Comm. — Chicago & San Francisco

Adfactors PR Private Ltd — Ahmedabad, Bangalore, M2.0 Communications, Inc. — Quezon City, Philippines Chandigarh, Chennai, Hyderabad, Jaipur, Kolkata, PRAP Japan Group — Tokyo, Japan Mumbai, New Delhi & Pune, India Priority Communications Sdn. Bhd. — Petaling Jaya,

Awareness id — Ho Chi Minh City, Vietnam Malaysia ific Asia / Pacif Citadel-MAGNUS Rels. + Corp. Comm. — Sydney & The Red Republic — Brisbane & Sydney, Australia West Perth, Australia Senate SHJ — Melbourne & Sydney, Australia Huntington Communications Pte. Ltd. — Singapore Senate SHJ — Auckland & Wellington, NZ Icon PR — Richmond, Australia Strategic PR Group Ltd. — Beijing, Guangzhou, Hong INR — Seoul, South Korea Kong & Shanghai, China Integral PR Services Pvt Ltd — Bangalore, Chennai, Strategic PR Group Limited — Taipei, Taiwan Hyderabad, Kolkatta, Mumbai & New Delhi, India Triune (Pta) Ltd. — Dhaka, Bangladesh

4PR Group — Cairo, Egypt Atmosphere Communications — Cape Town & Johannesburg, South Africa FWD Consultores — Mexico City Levanter Africa — Nairobi, Kenya Imagem Corporativa — Brasilia, Rio de Janeiro & Mahogany Consult — Accra, Ghana São Paulo, Brazil Middle East & Africa Mojo PR — Dubai, Arab Emirates PROI Worldwide — Santiago, Chile Latin & South America Strateus Group — Casablanca, Morocco The Map — Escazu, Costa Rica Anne Klein Comms. Group — Mount Laurel, NJ Hanser & Associates — West Des Moines, IA Beuerman Miller Fitzgerald, Inc. — New Orleans HB Agency — Boston Borshoff — Indianapolis, IN JSH&A Communications — Chicago

United States United Casey & Sayre — Los Angeles LDWW Group — Dallas The Communications Group Inc. — Toronto Makovsky + Company — New York Nyhus Communications — Seattle Communications Strategy Group — Denver, CO Pierson Grant Public Relations — Ft. Lauderdale, FL CommunicationsCrossroads — Kansas Pacific City, — MOHonolulu, HA Ripley PR – Maryville, TN Crown Communications — Charlotte, NC Rountree Group Integrated Comms. — Atlanta DH — Spokane, WA Saxum — Oklahoma City Eisbrenner Public Relations — Detroit SPM Communications, Inc. — Dallas Eric Mower and Associates — Syracuse, NY Susan Davis International — Washington, D.C. Fahlgren Mortine — Columbus, OH Trefoil Group — Milwaukee, WI Fineman PR — San Francisco Tunheim — Minneapolis French/West/Vaughan — Raleigh, NC Vehr Communications — Cincinnati, OH Gatesman+Dave — Pittsburgh, PA Walt & Company — Campbell, TX Grisko — Chicago

Abchurch Communications — London Imageware — Milan, Italy Arenalia Comunicación Públicas & Eventos — Barce Kommunikatsioonibüroo JLP — Tallinn, Estonia Europe lona, Spain Lang & Tomaschtik — Vienna, Austria Arjuna — Paris Lead Communication — Milan, Italy Brevia Consulting — London m/e brand communication — Dusseldorf, Germany Cambre Associates — Brussels, Belgium Manifesto — Helsinki, Finland The Comms. Business Ltd. — Edinburgh, Scotland Mason Williams Ltd — London, England Consilio Kommunikasjon — Tonsberg, Norway Operate — Copenhagen, Denmark Creative Venue — Amsterdam ORCA Affairs — Berlin, Germany DCP Strategic Comm. — Belfast, Northern Ireland Poweraxle — Madrid, Spain Donath Business & Media — Prague Reliant Communications — Athens, Greece FL Consult — Brussels, Belgium Spotlight PR — Stockholm, Sweden Gootenberg — Paris Walsh:PR — Dublin, Ireland

Dextera Comunicación — Mexico City, Item Comunicação — São Paulo, Brazil Lever Comunicaciones & Branding — Lima, Peru InsideOut Public Relations Pty Ltd — Crows Nest, Australia Newell PR — Beijing, China Latin & South America Asia / Pacif ific Asia / Pacif Pead PR — Auckland, New Zealand

Wells Haslem Strategic Public Affairs Pty Ltd. — Iris Public Relations DMCC — Dubai, UAE

Percept Profile — Mumbai, India M. East

Neutral Bay, Australia & Africa Ozé — Casablanca, Morocco

CAP & CIME PR — Paris Europe BriefingComvision Communications AB — Stockholm, Ltd. Sweden — Zagreb, Croatia Kablé Communication Finance — Paris NBS Communications Sp. z o.o. — Warsaw, Poland NewMark FinanzKomm. GmbH — Frankfurt, Germany Feintuch Communications — New York Nostus Comms. & Events — Athens, Greece Sphere Communication Strategique — Montreal Panama PR GmbH — Stuttgart, Germany Stanton Communications, Inc. — Washington, D.C. Pielle Consulting Limited — London & Canada U.S. Publico Kommunikation — Aarhus, Denmark SECI — Milano, Italy

Voxia communication SA — Geneva, Switzerland M. East Persona Communications — Istanbul, Turkey Bianchi Public Relations, Inc. — Troy, MI Buchanan Public Relations — Philadelphia The Hoyt Organization — Torrance, CA The Castle Group — Boston JMC Marketing Comm — Kingston, NY The Conroy Martinez Group — Miami Landis Communications Inc. — San Francisco Cooper Katz — New York LC Williams & Assoc. — Chicago The Equity Group — New York Lewis Public Relations — Dallas & Canada U.S. Evans Larson — Minneapolis, MN Reed Public Relations — Nashville, TN The Fearey Group — Seattle Stevens Strategic Communications, Inc. — Cleveland HMA Public Relations — Phoenix, Arizona Xenophon Strategies — Washington D.C.

Athenora Consulting — Brussels, Belgium Global Press — Lisbon, Portugal

Coast Communications — Stockholm, Sweden Goodwill Communications — Budapest, Hungary Europe Cometis — Wiesbaden, Germany Industrie-Contact — Hamburg, Germany CPC — Geneva, Switzerland Multi Communications — Warsaw, Poland CROS — Moscow, Russia SCR Relaciones — Barcelona & Madrid, Spain Cullen Communications — Dublin, Ireland Sound Public Relations — Milan, Italy Evident PR — Amersfoort, The Netherlands Spider PR — London, England Free Communication — Bucharest, Romania WE Agency — Paris, France Guerra Castellanos — Mexico City Identia PR — Buenos Aires, Argentina LVBA Comunicacao — São Paulo, Brazil rumbo cierto Strategic Commications — Currie Communications — Melbourne, Australia

Santiago, Chile Latin & South America Integrate Communications Co., Ltd. — Tokyo, Japan Aristo Communications — Istanbul, Turkey

Mileage Communications — Singapore ific Asia / Pacif The Content Factory — Dubai, U.A.E. M. East Perfect Relations — Delhi, India HWB Comms. — Cape Town, South Africa & Africa

Andrew Joseph PR — New York Bame Public Relations — Los Angeles Beach House PR — Newport Beach, CA Blue Water Comms. —Perrysburg, OH & Bradenton, FL Bridge Global Strategies LLC — New York Copernio — Orange County, CA Metrospective Comms. LLC — Philadelphia Darnauer Group Communications — Aspen, CO MSR Comms. — San Francisco Decibel Blue — Denver, CO & Phoenix, AZ Phillips + Associates, Inc. — Chicago DoubleDimond Public Relations LLC — Houston RED PR — New York Duo Public Relations — Seattle Results & Relations — Washington, D.C. & Canada U.S. Durée & Company — Ft. Lauderdale, FL Rotenberg Associates — Baltimore, MD & Minn., MN Hagen and Partners — Leawood, KS Scott Public Relations — Los Angeles High View Communications — Toronto, Montreal, TruePoint Communications — Dallas Vancouver and Quebec Weinstein PR — Portland, OR Impress Labs — San Francisco, CA; Phoenix, AZ WordWrite Communications LLC — Pittsburgh Leinweber Associates — Boston Marx Communications — Trumbull, CT Carla Bianchi Com. Ltda. — São Paulo, Brazil Verdelho Associados — São Paulo, Brazil South America Encanto Public Relations — Milan and Rome, Italy Huss-PR-Consult — Munich, Germany Europe C.J’s World (CJSW PR) — Seoul, South Korea Midnight Communications — Brighton, England Geni-Plus PR Consulting Co. — Beijing, China TEAG Advisors AG — Grabs and Olten, Switzerland Russ Consulting — Kuala Lumpur, Malaysia vom Hoff Komm. GmbH — Dusseldorf, Germany & Singapore Asia / Pacif ific Asia / Pacif Warsaw Consultants — Warsaw, Poland Tsuki Planning — Tokyo, Japan O’Dwyer’s guide to INTERNATIONAL PR

Johnathan Wilson, President Tim Goddard, SVP Now in its 15th year, GLOBAL- HealthPR is the largest indepen- dent health and science com- munications agency partnership worldwide, with offices in 42 countries. Headquartered in New York with a European regional hub office in London and an extensive presence throughout the Ameri- cas and the Asia, Pacific region, GLOBALHealthPR consists of independently owned and operated partner firms that choose to work together based on common values and a commitment to client ser- vice. With more than 600 health-spe- cialist communications profession- als and dozens of researchers and medical advisors, the agencies that make up our partnership share a Feintuch Communications senior staffers Richard Roher (l-to-r) and Doug Wright study new Atlona connectiv- belief in insight-driven strategies ity products during Integrated Systems Europe 2016 booth set-up in Amsterdam. and a commitment to collabora- tion in order to provide clients the best possible counsel and execu- COSMO Public than 500 companies. the U.S. market. We help all types tion. Collectively, we have worked Leaders in the fast-paced health- of organizations to adapt their on 44 of the world’s 50 leading Relations care industry must adapt rapidly brand and messaging while provid- pharmaceutical brands and offer a Corporation to ever-changing regulations and ing the experienced, hands-on pub- deep understanding of how global trends, while still delivering ef- strategies translate to local tactics lic relations counsel to help ensure Azabu Kaisei Building, 7F fective communication strategies. local market success. And we do based on the realities of individual 1-8-10 Azabudai, Minato-ku That is why COSMO is one of the that in an affordable manner. markets. Tokyo, 106-0041, Japan very few public relations compa- Additionally, for U.S. companies GLOBALHealthPR’s chair and nies which has and will continue to seeking to enter world markets, our founding partner, Spectrum Sci- +81(0)3-5561-2911 stay independent. global network — the PR World ence Communications, was recent- Fax: +81(0)3-5561-2912 Alliance — is ready to assist. The ly named 2016 Healthcare Agency [email protected] Feintuch network of best-of-breed indepen- of the Year for North America by www.cosmopr.co.jp/en dent consultancies is particularly the Holmes Report. Communications adept at coordinating market entry Kumi Sato, President & CEO public relations programs. IPREX 245 Park Ave., 39th Fl. For start-ups and multi-nationals Established in 1960, COSMO’s New York, NY 10167 targeting the U.S. and Latin Amer- 414/755-2170 original mission was to support 212/808-4900 ica, our JumpStart Global Advisors Japanese companies in commu- [email protected] [email protected] subsidiary provides a set of busi- [email protected] nicating with global audiences www.feintuchcommunications.com ness services that allow them to through public relations. Today, www.PRWorldAlliance.com enter the market quickly and effi- Michael Schröder, IPREX Glob- www.jumpstartglobal.com COSMO has grown into one of Ja- ciently — everything from market al President, CEO and Owner of pan’s leading strategic communi- ORCA Affairs, Berlin Henry Feintuch, President assessment and strategy, business cation consultancies and supports establishment, legal/financial/, [email protected] global and domestic companies to Richard Roher, Managing Partner David Watson, IPREX Executive Richard Anderson, Senior Manag- accounting/HR, and back-office Director communicate with their audiences ing Director support to recruitment, sales/dis- in Japan. COSMO’s continuous [email protected] tribution/channel and partnership Carol Clinkenbeard, IPREX Glob- pursuit of innovation in public re- The U.S. market in 2015 is again development. al Administrator lations continues to shape the com- vibrant and highly attractive to in- munication landscape in health- ternational companies seeking to IPREX is a $350 million net- care, food, and food science. market their products and services GLOBALHealthPR work of communication agencies, COSMO implements a strategic here. Many domestic firms look- with 1,700 staff members and 115 framework that combines social ing to grow their marketshare are 7 World Trade Center offices worldwide, working across analytics, an extensive network pushing into Europe, Asia, South 250 Greenwich St., Suite 4644 the spectrum of industry sectors of valuable influencers, and local America and Africa. New York, NY 10007 and practice disciplines. www.globalhealthpr.com knowledge fostered over 55 years. We can help. The Feintuch Com- 202/955-6222 We offer our partners’ clients These resources have helped us munications team has successfully @GLOBALHealthPR world-class strategic counsel and consistently deliver innovative, supported companies from more [email protected] integrated communication solu- communication solutions to more than 30 countries seeking to enter [email protected] tions — and we provide partners

3030 APRILJUNE 20152016 || WWWWWW.OD.ODWYWYERPR.COMERPR.COM || ADVERTISINGADVERTISING SECTIONSECTION w Profiles of Global PR Firms with the collaboration and sup- port they need to win and manage multi-market assignments. Clients choose IPREX partners for their expertise in their own mar- kets, and because they have come to expect the diversity and dynamism of owner-managed agencies and how it works to their advantage. Agencies join IPREX for the ability of IPREX and its partners to help them grow their businesses — independently and in conjunction with other partners — and to make their agencies better, stronger, and more profitable through the gener- ous sharing of best practices. Partners communicate through an intranet, review each other’s work rigorously, network at sev- eral meetings each year, and par- ticipate in webinars or one-on-one conversations for the purposes of GLOBALHealthPR partners from around the world gathered at the 2016 Annual General Meeting in Mumbai for sharing the knowledge and insights two days of collaboration, best-practice sharing and celebration of 15 years of partnership. necessary to become and remain a world-class communication orga- talent at the right time to further the Institute for Community Living, offices in San Francisco and Lon- nization. clients’ business goals. Inc., Investment Program Assn., don. Founded in 1995 by Steve Visit www.iprex.com for more Headquartered in New York with JED Foundation, J. G. Wentworth Cody and Ed Moed, Peppercomm information. an owned office in Washington, Company, KEEK, Kowa Phar- began as a B2B PR agency with a D.C., Makovsky has agency part- maceuticals America, Inc., Mer- focus on financial and professional Makovsky ners in more than 30 countries and ck Sharp & Dohme Corp., OHSU services and technology. Today, it in 40 US cities through IPREX, the Knight Cancer Institute, Otsuka has grown to include lifestyle, re- Founding member of IPREX second largest worldwide corpo- Paycom Payroll, LLC, PepsiCo, tail, wellness and consumer brand 16 E. 34th St. ration of independent agencies, of Inc., Prolong Pharmaceuticals, experience. New York, NY 10016 which it is the founder. Inc., Publicis Healthcare Comm., Helping clients see around the 212/508-9600 In 2015, Makovsky won 25 firm, GRP, QSpex Technologies, Rep- corner and determine what’s next Fax: 212/751-9710 people and campaign awards in- licor, Inc, Russell Reynolds Asso- sets Peppercomm apart from oth- www.makovsky.com cluding PR News’ “Top Women ciates, Severn Trent Environmental er integrated communications and 1425 K St., NW, #350 in PR,” two “PR Rising 30 Under Services, Soraa, Inc., Sterne Agee, marketing firms. It enables us to Washington, DC 20005 30,” “Midsize Agency of the Year” Synechron, Inc., The Medicines push boundaries while mitigating 202/587-5634 by Bulldog Stars of PR, American Company, Thornburg Investment risk for clients in financial and Business Awards “Agency Profes- Management, Vanda Pharmaceu- professional services, consumer, Kenneth D. Makovsky, CEO; sional of the Year” “PR Agency of ticals, Inc., Velocity Technology B-to-B and multi-industry sectors. Denise Vitola, MD; Andy Beck, the Year,” “Company of the Year Solutions, Verizon, Venable LLP, Our integrated team of specialists Justin Chase, Robbin Goodman, in Marketing, Advertising and PR” WebMD, Western Union, and work together to create cohesive Doug Hasney, Michael Kaczmar- and “HR Department of the Year,” Xavient Information Systems. campaigns that leverage the right ski, Stacey Wachtfogel, Exec. VPs; Lee Davies, Mike Goodwin, NY Observer “PR Power List – communications and marketing ve- Tom Jones, Alex Peterson, Sr. Ranked #7” for the second year in Peppercomm, hicles across all touchpoints. VPs. a row, as well as multiple Gold, Sil- Our unique approach and dy- ver and Bronze Stevies. Inc. namic workplace attract the best Makovsky, founded 35 years ago, Makovsky’s internal values — talent who, in turn, help us win and has become one of the nation’s lead- innovation, initiation, communica- 470 Park Ave. South, retain the best clients. While we’ve ing global independent integrated tion, collaboration, motivation and 4th Floor North won countless awards, we’re most communications consultancies by education — are about ensuring New York, NY 10016 proud of being named Best Place to adhering to its original vision: that external value and realizing the 212/931-6100 Work in New York City by Crain’s specialization in key areas is the firm’s mission: smart people work- [email protected] New York Business and a Best best way to build reputation, sales ing in harmony to help our clients www.peppercomm.com Workplace for Women by Great ® and fair valuation for the client. Our and the agency win. Steve Cody, Co-CEO and Place to Work and Fortune. competitive edge is reflected in our Clients: 1 Click, Actavis, Inc., Co-Founder Our love of what we do com- brand energy line: “The Power of Affinity Health Plan., Amarin Phar- Ed Moed, Co-CEO and Co-Founder bined with years of deep category Specialized Thinking.” ma, Inc., Amlin PLC, A.T. Kearney, Ted Birkhahn, Partner & President experience shapes our work. We Tracking over the past five years, BMJ Group, Bristol-Myers Squibb, Ann Barlow, Partner & President, engage audiences on every level 90% of Makovsky clients rate the CBIZ MHM LLC, Clear, Clock.In West Coast and set your brand apart. We do firm as “very good” to “exception- LLC, Corporate Resource Services Deborah Brown, Partner & Manag- all of this to help your bottom-line al.” To ensure client delight, an (CRS), Cracker Barrel Old Country ing Director and build your business. So get in Jacqueline Kolek, Partner & Man- independent “Quality Assurance” Store, Inc., Crystal & Co., CW Fi- aging Director touch. We’re all ears. expert checks in twice a year with nancial Services LLC, Duchesnay Maggie O’Neill, Partner & Manag- Services include Branding, Con- clients. To further drive client sat- USA, Enigma Life, EOS Climate, ing Director tent Strategy & Development, Cre- isfaction, the heads of each of the EQT Partners Inc., Federated Se- ative Services, Crisis Management, company’s specialty practices are curities Corp., Fortistar LLC, Peppercomm is an independently Digital Solutions, Experiential, In- active in day-to-day client service. GlaxoSmithKline LLC, Greif, Inc., owned 20-year-old integrated com- sights & Strategy, Licensing, Pub- The firm’s “One P&L” philosophy H.D. Smith Wholesale Drug Co., munications and marketing agency lic Relations & Social Media and enables the firm to deploy the right HP Inc., Hubbell Lighting, Inc., headquartered in New York, with Research & Measurement.

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2016 31 w Profiles of Global PR Firms

tions, Inc. The Public Relations Global Net- work (PRGN) is “The World’s Lo- cal Agency.” The network is made up of a solidified organization of lo- cal agency leaders who have been in their respective communities for de- cades. PRGN has more than 1,000 clients across six continents in more than 80 markets around the world. With revenues of more than $110 million (USD), PRGN is among the world’s largest public relations networks. PRGN harnesses the re- sources of 47 independent public relations firms and more than 1,000 communications professionals. Vis- it PRGN online at www.prgn.com, call 206/343-1543 or engage on Members at PR Boutiques International’s 9th Annual Global Conference, hosted by and held at the Impress twitter at @PRGN. Labs’ office in San Francisco CA. PRBI is a consortium of 38 member agencies across the globe. PR World large PR agencies and/or corpora- to get big — our business model tions. Our members share a core is mature. Our highly experienced Alliance PR Boutiques value of putting clients first. We professionals command a broad International excel in meeting a broad range of range of knowledge, often deeply www.PRWorldAlliance.com client needs in corporate public re- specialized, both in industry sec- 212/431-8873 lations, consumer PR, health care tors and practice skills. Without Board of Directors: www.prboutiques.com PR, investor relations, crisis man- endless layers of management and Perran Ersu, Chairman [email protected] agement, business-to-business PR, bureaucracy to fight though, deci- (Turkey) economic development PR, not- sions translate rapidly into action Henry Feintuch, PR Boutiques International for-profit, academia, government, — and most importantly — results. Vice Chairman (U.S.) (PRBI) is an international consor- financial, technology, legal, hospi- For more information, visit pr- Catherine Kablé (France) tium of boutique public relations Lars-Ola Nordqvist (Sweden) tality, beauty/fashion and multicul- boutiques.com. Helena Stamou (Greece) firms. The principals of PRBI mem- tural PR. bers are experienced practitioners Members of PR Boutiques Inter- PR World Alliance, headquar- who have held senior positions in national are not small firms trying PUBLIC RELATIONS tered in Canada, is an international GLOBAL NETWORK network of premier independent communication consultancies. (PRGN) Member firms are carefully se- lected and represent established, Unit B15C The Piazza, respected and accomplished firms Cape Quarter with a solid reputation for produc- 72 Waterkant Street ing superior results for clients. Cape Town, South Africa The key difference between PR + 27 (0)21 421 0430 [email protected] World Alliance and other interna- www.hwb.co.za tional groups is its individual and collective commitment to profes- Evelyn John Holtzhausen, Presi- sionalism, integrity and the high- dent, PRGN; Founder and Director, est ethical standards. It is also the HWB Communications assurance that all client campaigns are overseen by the owners and se- 1809 7th Avenue, Suite 1212 nior practitioners of partner firms Seattle, WA 98101 — from the smallest single country 206/343-1543 project to the most complex multi- [email protected] national campaigns. www.feareygroup.com The organization encompasses Aaron Blank, Chair, Marketing + public and investor relations com- Business Development, PRGN; panies and offices in North Amer- CEO/President, The Fearey Group ica, South America, Europe and Asia with offices and joint venture 1991 Crocker Road, Suite 500 partners in China, Pakistan, India, Cleveland, OH 44145 Africa and beyond. The network 440/617-0100 ext. 201 continues to seek new members in Fax: 440/614-0529 strategic locations. [email protected] PR World Alliance provides cli- www.stevensstrategic.com ents with an extensive depth of knowledge in individual countries Edward Stevens, APR, Immediate as well as a solid understanding of Perran Ersu, President of Persona Communications (Istanbul) and Chair- Past President, PRGN; President, the dynamic multi-national market- man of PR World Alliance. Stevens Strategic Communica- place. Members can be engaged for

32 JUNE 2016 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Global PR Firms support of an individual event, an print is global and our results have Scott Chaikin (Dix & Eaton), Group W2O Group was named the 2016 ongoing retainer relationship or a long-lasting and far-reaching im- Chair Mid-Size Agency of the Year by pan-continent campaign. pressions. With over three decades Tom Donoghue (Donoghue & As- the Holmes Report, was ranked of experience, we represent leading sociates), Americas Region Chair #1 in O’Dwyer’s ranking of Texas entities in government, healthcare, András Nagy (Probako Communi- PR Firms and was ranked #24 in ROGERS & COWAN environmental sustainability, tech- cations), EMEA Region Chair PR Week’s Global Agency Busi- Tom Van Blarcom (TQPR Thai- nology, finance, corporate, real es- land), APR Chair ness Report in 2015. Chairman and PACIFIC DESIGN CENTER tate, education, luxury lifestyle and Todd Lynch, Managing Director CEO, Jim Weiss was named a “50 8687 Melrose Ave., 7th Floor non-profit. Forward” outstanding alumnus for Los Angeles, CA 90069 We apply a disciplined, meth- Worldcom Public Relations Syracuse University in 2015. He 310/854-8117 od-based approach to all of our Group utilizes a trusted global was honored as a member of PR [email protected] practice areas and help build both partnership of independent firms Week’s Global Power book list in www.rogersandcowan.com new and established brands around to help clients create the perfect 2015, PR Week’s Powerlist in 2014, the world through compelling mes- solution to any PR challenge or and was named in In2’s Top 25 In- Mark Owens, CEO saging, high-caliber storytelling and opportunity, regardless of geogra- novators list in 2014. President Bob strategic media programs. RPR is a phy, industry or discipline required. Pearson was named to PR News’ Rogers & Cowan is the leading client-centric firm with high-level, Worldcom’s independently owned Hall of Fame in 2015. entertainment marketing and PR industry professionals who bring public relations firms boast 138 of- For more information, please vis- agency with offices in Los Ange- specialized industry knowledge and fices in 110 cities on six continents, it www.w2ogroup.com. les, New York and London. Our longstanding media relationships to 2,000+ total employees, and com- International film team works with every account. From corporate pro- bined revenues of more than $288 Weber filmmakers, producers, financiers, files to stand-alone feature stories, million in 2015. The average tenure distributors, film commissions and product launches, broadcasts and of Worldcom partners is 13 years. Shandwick filmmaking talent from around the special events, RPR delivers unpar- Whether seeking a single firm or world to spearhead their interna- alleled results. creating the ideal solution/team 909 Third Avenue tional publicity campaigns through- RPR has also successfully ar- through a collaboration of World- New York, NY 10022 out the lifetime of their project. ranged co-branding partnerships, com partners, brands have access 212/445-8000 We provide clients with extensive strategic sponsorships, book pub- to seasoned professionals dedicat- www.webershandwick.com knowledge of the U.S. and interna- lishing and film production deals, ed to providing creative, strategic Micho Spring, Chair, Global Corpo- tional film industries and have close as well as coordinated philanthrop- solutions that deliver results. Our rate Practice relationships with leading distribu- ic initiatives that have brought na- firms are accustomed to working 617/520-7075 tors and media around the world. tional and international attention together and provide agility, strong [email protected] Our team offers strategic counsel to a diverse portfolio of entrepre- media and local influencer relation- on the development and execution neurs and enterprises. Additionally, ships, deep industry and discipline Jim Meszaros, Executive Vice of corporate PR campaigns to posi- we also serve as senior advisors to experience and the knowledge and President, International 202-585-2740 tion our clients’ within the film in- businesses and individuals experi- willingness to provide thoughtful, dustry, manage international PR of [email protected] encing crisis situations and litiga- objective, results-driven counsel. theatrical film releases and promote tion disputes. Learn more about Worldcom at Weber Shandwick is a leading foreign production facilities. A sample representative list of www.worldcomgroup.com or call global communications and en- Additionally we manage media RPR’s clients includes: 15 Cen- Todd Lynch at 1/800-955-9675. gagement firm in 78 cities across 34 activities for our clients projects at tral Park West, 50 United Nations countries with a network extending major film festivals and markets, Plaza, MIPIM, Calamos Invest- W2O GROUP to 126 cities in 81 countries. The including Cannes, Venice, AFM, ments, Experian, US SIF, Savanna, firm’s diverse team of strategists, Mifed and MipTV as well as exe- O’Connor Capital, Angola Capital analysts, producers, designers, cute media and entertainment influ- Investments, Maximus Real Estate 60 Francisco St. San Francisco, CA 94133 developers and campaign activa- encer outreach campaigns to build Partners, Nardello & Company, tors has won the most prestigious awareness and participation at film 415/362-5018 Trillist, The Witkoff Group, Glen & Fax: 415/362-5019 awards in the world for innovative, festivals and markets such as Ed- Co. Architecture & Design, Ismael www.w2ogroup.com creative approaches and impactful inburgh, Zurich, Krakow, Aruba, Leyva Architects, Appetizer Mobile, work, including being honored as Bahamas, Trinidad & Tobago and Bankmobile, Ubiquity, Biohitech Jim Weiss, Chmn. & CEO PRWeek’s Global Agency of the Marche du Film. America, Vikram Chatwal Hotel Bob Pearson, Pres. & Chief Inno- Year in 2015 and 2016, an Ad Age Group, Adelphi Hotel, SBE Hotels, vation Officer A-List Agency in 2014 and 2015, RUBENSTEIN Beautique, Modell’s, Pier59 Stu- Tony Esposito, CFO and The Holmes Report’s Global dios, Filmrise, MBLM, Maritz Mo- Mike Hartman, CCO Agency of the Year in 2010, 2012, PUBLIC RELATIONS tivation Solutions, Legacy Business Jennifer Gottlieb, COO & Head of Client Svc. 2014 and 2015. Weber Shandwick School, Blue Horizon International, Paul Dyer, Pres. of Analytics & In- and its Prime unit have won a com- 1301 Ave. of the Americas, 13th Flr. Varsity Brands, Center for Network sights bined 25 Cannes Lions since 2009. New York, NY 10019 Therapy, Interdisciplinary Stem Cell Weber Shandwick was also named 212/805-3000 Institute, Curemark, Life Extension, W2O Group is an independent a Best Place to Work by Ad Age in [email protected] The Carroll Petrie Foundation, 9/11 www.rubensteinpr.com network of complementary mar- 2014 and 2015 and PRWeek in 2013 Tribute Center. keting, communications, research, and 2014. Richard Rubenstein, President and development firms focused on The firm deploys deep expertise unified business solutions to drive across sectors and specialty areas, Rubenstein Public Relations WORLDCOM change and growth through “prag- including consumer marketing, (RPR) is New York’s leading matic disruption” for the world’s corporate reputation, healthcare, full-service communications firm PUBLIC RELATIONS leading brands and organizations. technology, public affairs, financial founded by Richard Rubenstein, GROUP W2O Group serves clients through services, corporate social respon- a third generation publicist. The a network of firms — WCG, Twist, sibility, financial communications agency is internationally rec- and BrewLife — through offices and crisis management, using pro- ognized for its ability to secure 500 Fifth Ave., Suite 1640 in Austin, Basel, Boston, Chicago, prietary social, digital and analytics New York, NY 10110 high-impact media exposure to 800/955-WORLD (9675) Los Angeles, London, Minneapo- methodologies. Weber Shandwick prominently position clients in their 212/286-9550 (US and Canada) lis, New York, San Francisco, and is part of the Interpublic Group respective markets. RPR’s foot- [email protected] Silicon Valley. (NYSE: IPG). 

ADVERTISING SECTION | WWW.ODWYERPR.COM | JUNE 2016 33 OPINION Professional Development Inquiring PR students want to know nior managers in proper action and com- By Fraser Seitel batch of PR ethics questions. See if you munications. agree. An absolute commitment that the counsel s another school year comes to a Why is it important to always tell the you deliver is always ethical. close, it’s fair to say that there are truth in PR? A willingness to take risks, to stick your Amany distinguished collegiate public All one has in public relations is his or neck out. relations programs out there, from the Uni- her reputation, credibility. Once you lie and An always logical, but also positive, pre- versity of Florida you’re found out — and you will be found dilection. to Boston Univer- out — you lose that. And no one with whom How much of a role does PR ethics play sity to the Univer- you do business — reporter, client, poten- in daily work? sity of Southern tial employer, etc. — will look at you the Ethics, or stated another way, “doing the California. same way after you’re caught in a lie. Truth, right thing,” must be the anchor of every de- And there are therefore, is paramount in public relations. cision you make in public relations. many equal- Why do some communications practi- Why are PR practitioners referred to as ly-distinguished tioners spin the truth instead of coming “spin doctors?” PR professors — clean with the actual information? They are referred to as “spin doctors” be- among them, Fred Perhaps, as Jack Nicholson said in “A Few cause they appear to have a mentality — or Garcia at NYU, Good Men,” they “can’t handle the truth.” do have a mentality — of doing whatever Denise Hill and Fraser P. Seitel has More likely, they’re reluctant to reveal un- the client tells them to do; whether right or been a communications John Doorley at pleasant or bad news about the client or the wrong, fair or unfair, honest or dishonest. consultant, author and Elon, Jay Rayburn client doesn’t want them saying anything That’s a recipe not only for professional di- teacher for more than at Florida State, troubling. But it’s eminently preferable to saster but also for an unhappy practitioner. 30 years. He is the au- Barry Zusman at say nothing than to lie. Again, once caught, thor of the Prentice-Hall Why does the good work of PR people text, The Practice of LIM and Jeff Mo- no one will ever trust you or the client. often go unnoticed? Public Relations. rosoff at Hofstra. What values are the most important to Public relations work is not as noticed be- Each year, Prof. do the public relations job? cause the work of PR professionals should Morosoff assigns A bias toward disclosing rather than with- be anonymous. If you write the CEO’s students to seek out PR professionals to holding information. speech, and it’s a winner, it’s the CEO, cor- answer relevant questions on ethics. Here’s An advocacy or belief in your employer. rectly, who should get the credit, not you. how one practitioner answered this year’s A compelling desire to advise/counsel se- Public relations people generally toil in an- onymity. But as long as the client appreci- ates — and pays for — your contribution, that’s what counts. For those individuals and companies who still believe that spinning the truth will not result in consequences, what would you say to them? Be afraid; be very afraid. 

PR news brief FedEx delivers PR to Burson Burson-Marsteller has received global PR and corporate communications duties from FedEx after a review. The move is a departure for the Memphis-based shipping giant, which worked predominately with Ketchum since the mid-1990s. Burson’s scope includes the $1.5 billion FedEx Services unit. Maury Lane, former Director of Issues, Crisis and PA Communications for FedEx, is President of Bur- son’s Corporate Issues operation after joining the firm in 2012. Patrick Fitzgerald, a former Ketchum exec, is Se- nior VP of Integrated Marketing and Communica- tions for FedEx, which continues to give some work to Weber Shandwick and Ketchum, as well as other firms. “We are proud of the award-winning work that Ketchum and FedEx have done in partnership for more than 20 years,” Ketchum said in a statement. “Our team is committed to continued excellence in the work we are doing with FedEx in Europe, Latin America and Asia Pacific. We look forward to ac- complishing many more great things together as we share our best practices and ideas at the integrated table.”

34 JUNE 2016 | WWW.ODWYERPR.COM People in PR

Lewis’ U.S. PR operations and will coor- munications agency Ruder Finn, where he Glover Park chief Smith dinate PR efforts across the agency’s four will now head that agency’s U.S. Corporate U.S. offices, as well as strengthen its inte- Practice. to 21st Century Fox gration with the agency’s digital marketing Hughes will be based out of the agency’s

services unit, Lewis Pulse. New York headquarters and will report to hip Smith, a veteran Democratic oper- Speaking on the U.S. leadership team ex- CEO Kathy Bloomgarden. ative and founding Partner and CEO pansion, Lewis U.S. Executive VP Morgan Hughes joins Rud- of Glover Park Group, is leaving GPG C McLintic told O’Dwyer’s that Murphy’s er Finn from Bur- for a corporate affairs skillset and experience are “exactly what son-Marsteller, where and policy slot at 21st we want at the core of our PR practice.” he most recently Century Fox. “Andy is well known and respected for served that global PR He takes a public his in-the-trenches leadership style,” Mc- giant as Managing affairs role vacated by Lintic said. “That puts him in a great po- Director and Account Executive VP of Gov- sition to unify the practice across each of Director for Bank ernment Relations, our offices, and to integrate with our dig- of America. Prior to Michael Regan, at ital marketing, advertising, creative and that, he was stationed 21st Century Fox, the Keith Hughes research teams. Anyone who has tried to at MSLGroup, where essential successor to Chip Smith deliver an integrated marketing campaign he served as Senior VP and Director of News Corp. in News will know how hard it is. That’s our val- that Publicis powerhouse’s North America Corp.’s 2013 split that owns its movie and ue as an agency, and requires people like consumer practice. He has also held se- TV studios, cable networks and Fox TV. Andy to make it happen.”  nior leadership roles at Fleishman-Hillard, In a statement, CEO James Murdoch said Ketchum and Marina Maher Communica- industry upheaval has made it critical to tions. communicate the company’s business to MPAA casts Bennett for Hughes is now responsible for building the policy and regulatory community, as Ruder Finn’s Corporate Practice and ex- well as “the broader creative community of communications panding the agency’s capabilities. which we are a part.” Hughes succeeds former corporate prac- Smith was a top official of the Gore-Li- att Bennett, Senior VP and Wash- tice head Rachel Spielman, who founded eberman White House bid in 2000 and held ington Chief for Racepoint Group, that practice in 2000. Spielman has been top roles in the media and strategy firms Mis moving to appointed to the newly-created role of Shrum, Devine & Donilon, and Doak, the Motion Picture EVP, Storytelling and Media.  Shrum, Harris, Carrier, Devine. Association of Amer- In between, he was Chief of Staff for the ica to head corporate President and COO of telecom giant MCI communications for Worldcom. Hollywood’s DC pres- Haller heads Siemens Smith co-founded GPG in 2002 with ence. Tucker Eskew, Michael Feldman and Joe Bennett takes a role Communications

Lockhart. WPP acquired the firm in 2011. vacated in February Matt Bennett larissa Haller, who led corporate At 21st Century Fox, he will be based in by Laura Nichols, communications for Credit Suisse out Washington and New York and oversee the who decamped for the of Zurich until policy offices of the company in the US, Chief Communications Officer slot at Na- C November, is moving Hong Kong, Brussels and UK.  tional Geographic Partners. Bennett is a former Senior VP of comms. to German industrial and PA for PhRMA and spent the last two and electronics giant Murphy lands Lewis PR years with Racepoint, handling PA, health- Siemens as Head of care and tech clients out of Washington for Communications. head role the Boston-based firm. Haller, based in

He spent three years at GolinHarris in Munich, reports to ndy Murphy, Principal and D.C., rising to Senior VP and earlier was a President and CEO Co-Founder of Boston tech shop Clarissa Haller Senior Consultant for Issue Dynamics. Joe Kaeser. Stephan Davies Mur- A MPAA’s key members include Walt Heimbach, head of communications phy Group, has been Disney Studios, Sony Pictures Entertain- and government affairs, stepped down named U.S. PR ment, Universal City Studios, Warner March 1. head at San Francis- Bros. Entertainment, Paramount Pictures Haller is charged with innovating the co-based global com- and Twentieth Century Fox Film. Former company’s communications, including munications agency Senator Chris Dodd (D-Conn.) heads the digitizing its channels and processes, Lewis. group.  among other responsibilities. Murphy cofounded The company said it is splitting off the Davies Murphy Group Andy Murphy role of government affairs leader from the in 1998 and served as Ruder Finn hires post, integrating that responsibility into its the agency’s Principal governance and markets unit on June 1. for more than 15 years. DMG, which also Hughes to corp. practice Haller previously led communications held offices in the U.K. and Germany, was for robotics multinational ABB in Z urich acquired by Lewis in 2013 and fully assim- eith Hughes, former Managing Direc- and Roche Diagnostics in Basel. She led ilated into the agency in late 2015. tor at WPP’s Burson-Marsteller unit, corporate comms. for Bahlsen and headed As U.S. PR head, Murphy will oversee Khas joined independent global com- PR for Deutsche Aerospace. 

WWW.ODWYERPR.COM | JUNE 2016 35 WASHINGTON REPORT Lockheed Martin locks up lob- bying for 2017 defense budget

ashington, D.C.-based communications and lobby- ing firm theGROUP has been hired by aerospace and Wweapons systems giant Lockheed Martin Corporation for lobbying issues surrounding the 2017 defense budget. theGROUP will aid the Bethesda, MD-based defense manufac- turer with Capitol Hill support regarding H.R. 4909, the National Defense Authorization Act for Fiscal Year 2017. According to a May 4 preliminary estimate report released by the Congressional Budget Office, H.R. 4909 would cut the na- tional defense stockpile by $15 million a year and would reduce net direct military spending by $206 million between 2017 and formation was announced in April. 2026. The coalition “will serve as the voice for drone manufacturers That bill was sent to the House for consideration on April 28. and our customers across civilian, governmental, recreational, It is sponsored by House Armed Services Committee Chairman commercial, nonprofit and public safety applications,” said the co- Mac Thornberry (R-TX).  alition in an April statement. The four companies that comprise the Drone Manufacturers Alli- ance in early April abdicated from the Small UAV Coalition, the pri- E-cigarette group gets lobbying mary lobbying group representing the drone industry. That advocacy group still counts Amazon, Google, Intel and Verizon as members. help The Department of Transportation’s Federal Aviation Adminis- tration, the agency responsible for regulating drones, granted the he American E-Liquids Manufacturing Standards Associ- first approval of commercial drones for nighttime flight in April, ation, the trade group that represents manufacturers of the and is soon expected to unveil broader guidelines concerning T“e-liquid” fluid contained in electronic cigarettes, has hired drones used for commercial purposes. As consumer demand for Potomac, MD-based consulting and government affairs firm The drones has continued to grow among hobbyists, however, Congress FGA Group for help lobbying on tobacco issues. has pressured the FAA to take up a possible renewal of its guidelines The US Food and Drug Administration, which has proposed and regulations for this segment of the drone industry as well.  regulations on the electronic cigarette industry as far back as 2014, in May announced that it would now classify electronic cigarettes as tobacco products, requiring the marketing, labelling DCI Group drafts Raben amid and manufacturing of all new “vaping” devices and liquids to be approved by the agency prior to being sold. Industry profession- Puerto Rico debt debate als have said that expensive approval process would put many e-cigarette and e-liquid makes out of business. onservative public affairs firm DCI Group is continuing its Meanwhile, congress introduced HR 2058, or The FDA Deem- lobbying push on Capitol Hill regarding Puerto Rico’s ongo- ing Authority Clarification Act of 2015, which would allow e-cig- Cing debt issues, and has hired Washington, D.C.-based PA arette and e-liquid products on the market prior to being deemed and communications firm the Raben Group to lobby on behalf of a tobacco product to be grandfathered into agency approval, ex- the right-leaning communications shop as Congress weighs a po- empting them from filing applications for premarket review. That tential restructuring of the U.S. Caribbean territory’s debt. bill was introduced by Rep. Tom Cole (R-OK). Puerto Rico, which owes tens of billions in outstanding debt — Miamisburg, OH-based firm AEMSA has hired The FGA current estimates say more than $71 billion — on May 2 missed its Group to push its support for HR 2058 on Capitol Hill. first scheduled payment of nearly $400 million to creditors. The AEMSA account will be managed by The FGA Group The island, which has been in economic doldrums for a decade, Founder and Managing Director Lawrence Flick, who served as was formerly an attractive site of investment due to its tax exemp- Director of Legislative Affairs at the White House Council on En- tion on municipal bonds. When the territory could not pay the vironmental Quality during the George H.W. Bush administra- interest on those bonds, it borrowed heavily from hedge funds and tion.  other financial firms as a means of balancing its budgets, pushing it further into debt. The cash-strapped territory expressed interest in utilizing chap- Franklin Square Group flies for ter 9 bankruptcy protections as a means of restructured its debts — a la Detroit or Stockton, CA — but the existing federal bankruptcy new drone advocacy coalition code doesn’t extend those provisions to U.S. territories. As Capitol Hill continues to debate proposals on how to help the island re- he Drone Manufacturers Alliance, a newly formed coalition solve the debt crisis — including the possibility of a federal bail- dedicated to innovation, safety and policy within the un- out, or an amendment of its bankruptcy rules — investors owed Tmanned aircraft systems industry, has hired Washington, payment by Puerto Rico have hired lobbying help in a bid to stress D.C.-based government affairs firm Franklin Square Group for their opposition to bankruptcy measures. help with federal aviation policy. The New York Times in December reported that DCI had recruit- Drone makers GoPro and 3D Robotics, as well as Paris-based ed Alexandria, VA-based conservative group 60 Plus Association Parrot SA and Shenzhen, China-based SZ DJI Technology Co., to coordinate a media and lobbying effort against extending bank- are counted as members of that industry advocacy group, whose ruptcy protections to Puerto Rico. 

36 JUNE 2016 | WWW.ODWYERPR.COM International PR News Greenberg Traurig advocates for tion, as well as to provide advice and government relations coun- sel related to that legislation. Azerbaijan ‘human rights’ group The three-month contract is worth $25,000 per month.

he Association for Civil Society Development in Azerbai- jan, which works to coordinate the efforts of non-profit and PROI picks Priority Tnon-governmental organizations in that Eurasian country, has hired international law firm Greenberg Traurig, LLP to pro- lobal communications partnership PROI Worldwide has vide government relations counsel. widened its foothold in Southeast Asia with its newest agen- The ACSDA has previously been referred to as a “Bogus Azeri Gcy partner addition, Kuala Lumpur, Malaysia-based Priority Human Rights Group.” Communications Sdn Bhd. Oil-rich Azerbaijan, which has been widely criticized for its repres- Priority Communications is the largest local independent PR sive human rights record under leader Ilham Aliyev, has recently be- consultancy in Malaysia. The agency provides communications come an alluring energy alternative for many Western countries. consulting services to local and multinational clients in the tech- Aliyev, who has held office since 2003, has become known for nology, lifestyle, travel and financial services sectors. The agency, his crackdown on dissidents and groups critical of the Aliyev gov- one of the first Malaysian shops to build a tech, lifestyle and cor- ernment, imprisoning large numbers of journalists, bloggers and porate practice, was founded in 1996. human rights activists in recent years. Priority was named a part of PROI’s ASEAN team after meetings The European Parliament, in a 2015 resolution, described the for- between PROI leadership and the partnership’s Malaysian agency mer Soviet Union republic as “having suffered the greatest decline members. in democratic governance in all of Eurasia over the past ten years.” PROI Worldwide Chairman Andreas Fischer Appelt called Azerbaijan, which holds diplomatic relations and a bilateral Malaysia in a statement “an important part of PROI Worldwide’s trade agreement with the U.S., is one of the few Muslim-majority ASEAN footprint,” and said “Priority’s broad base of expertise and countries to maintain a strategic alliance with Israel. The country experience with various client sectors will complement our exist- is known for its “caviar diplomacy,” the practice of spending large ing and new PROI Agencies in Singapore, Thailand, Vietnam, The sums on efforts to enhance its image abroad and promote its causes Philippines and Indonesia.” among foreign diplomats and officials. PROI Worldwide, which was founded in 1970, is the world’s larg- The country in recent years has inked a number of image-build- est partnership of independent global PR agencies, and maintains ing pacts with APCO Worldwide, Patton Boggs, Mair Strategies, a roster of more than 75 partner agencies in more than 50 coun- Delahunt Group and most notably, Podesta Group. tries. Combined partner revenues in 2015 accounted for more Greenberg Traurig has been hired by the ACSDA to educate the than $702 million. Other partner agencies include RF | Binder government and other opinion leaders regarding pending legisla- Partners, Finn Partners and G&S Business Communications. 

FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

Burson-Marsteller, LLC, Washington, D.C., registered May 11, 2016 for Consejo de Promocion Turistica de Mexico, S.A. de C.V., Mexico, to provide integrated PR services including research and analysis, media relations, stakeholder engagement, content development and engagement opportunities. Investment Diplomacy Group, LLC, New York, NY, registered May 9, 2016 for Outlook Energy Investments LLC (wholly owned by the Emirate of Abu Dhabi), Abu Dhabi, United Arab Emirates, to prepare an analysis of the UAE-US security partnership in light of recent global, regional and domes- tic changes and develop recommendations for consideration by the UAE Government to strengthen and deepen future bilateral security cooperation. Hogan Lovells US LLP, Washington, D.C., registered May 16, 2016 for Swedish National Pension Fund of The Government of Sweden, Sweden, regarding advocacy efforts with respect to the U.S. Federal tax treatment of Sweden’s investments in commercial real estate in the U.S.

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.

Cozen O’Connor Public Strategies, Washington, D.C., registered May 24, 2016 for Bacardi North America, Coral Gables, FL, for issues related to the diplomatic and economic relations between the United States and Cuba as well as trade licensing policy regarding Cuba. Holland & Knight LLP, Washington, D.C., registered May 23, 2016 for Organogenesis Inc., Canton, MA, for medical product access to federal government. Arent Fox LLP, Washington, D.C., registered May 20, 2106 for The Ronald Reagan Presidential Foundation and Institute, Simi Valley, CA, for potential utilization of federal real estate properties in the District of Columbia. Sixkiller Consulting, LLC, Washington, D.C., registered May 25, 2016 for DynCorp International, LLC, McLean, VA, regarding issues related to the State Department. Burrell International Group LLC, Frederick, MD, registered May 25, 2016 for Adapt Pharma Inc., Radnor, PA, regarding healthcare policy concern- ing prescription drugs.

WWW.ODWYERPR.COM | JUNE 2016 37