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Communications & new media April 2013 I Vol. 27 No. 4
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Vol. 27, No. 4 April 2013 EDITORIAL PROFILES OF SOCIAL MEDIA Time to rethink PR’s economic recovery. 20PR FIRMS COMPANIES WITH POLITICAL, 6 ARE AUTO COMPANIES SOCIAL STANCES RISK IMAGE GOING TO KILL CAR RADIO? A study of corporate perception Rumors are circulating that U.S. auto found that companies viewed as political-8 28manufacturers have discussed the possibility of ly moderate are treated more favorably. phasing out a.m. and f.m. radio from cars. SURVEY: GOOD TIMES HOW TO MAKE B-ROLL AND ROLLING FOR M&A INTERVIEWS FOR TV NEWS Confidence, as well as economic Pitching interviews for the morning optimism, are key factors driving record9 29news begins with knowing what TV stations expectations in M&A. need to get interviews and on-air video. THE EVOLVING ROLE OF THE NEW BROADCAST CHIEF DIGITAL OFFICE STRATEGIES FOR PROS More agencies are utilizing a Chief 30 Radio and TV coverage results from Digital Officer, because the industry10 needs selecting powerful voices and positioning them now more than ever. desired coverage on local and national stages. LIVE STREAMING FOR www.odwyerpr.com FIVE STORYTELLING TIPS PUBLIC RELATIONS Daily, up-to-the minute PR news FOR SUCCESS Broadcasting video over the Consumers engage with brands 12 31Internet has changed the face of PR. when they encounter narrative arcs, in Cameras and cell phones makes everyone places where engagement is just a hop, a video producer. Or does it? skip, tweet or Facebook post away. PROFILES OF VIDEO & THE WRONG-HEADEDNESS BROADCAST SERVICES OF REAL TIME MARKETING 32 The next big thing in social media is Real Time Marketing. But this fad14 isn’t WASHINGTON REPORT what you think it is. 40 BIG DATA WILL CHANGE COLUMNS CUSTOMER EXPERIENCE The deciding factor in successful PROFESSIONAL DEVELOPMENT business over the next decade will 15 36 Fraser Seitel depend on companies’ use of big data. GUEST COLUMN Richard Nicolazzo TAKING ADVANTAGE OF 37 THE MOBILE CONNECTION MEDIA WORKSHOP When leveraged with social 38 Abby Dalto media, mobile advertising offers tremen-16 dous opportunities to drive brand aware- EDITORIAL CALENDAR 2013 ness in today’s digital world. January: Crisis Comms. / Buyer’s Guide July: Travel & Tourism MEDIA MONITOR VIOLATED February: Environmental & P.A. August: Financial/I.R. AP’S COPYRIGHT March: Food & Beverage September: Beauty & Fashion A federal judge ruled that media18 April: Broadcast & Social Media October: Healthcare & Medical monitoring service Meltwater infringed on May: PR Firm Rankings November: High-Tech Associated Press copyright for taking June: Global & Multicultural December: Entertainment & Sports excerpts of stories.
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EDITORIAL Time to rethink PR’s economic “recovery”
ow’s the economic recovery treating you? I know many PR people who either EDITOR-IN-CHIEF have been out of work for months or are doing freelance work, but itching to go Jack O’Dwyer [email protected] Hback on a more reliable payroll basis. One friend reports that a round of “salary adjustments” is in order for administrative ASSOCIATE PUBLISHER staffers at her firm — though her company is doing very well. Guess which way those Kevin McCauley salaries are going? Hint: it’s not up. [email protected] Why the payroll cuts? Management hired a consultant to analyze operations. The key finding: EDITOR salaries were higher than at competitor Jon Gingerich firms. Left unsaid: those salaries were [email protected] why the firm was doing better than oth- ers. SENIOR EDITOR Yet, the bulls are running amok on Greg Hazley Wall Street, feasting on the Federal [email protected] Reserve’s commitment to keeping interest rates low. The Standard & CONTRIBUTING EDITORS Poor’s 500 stock index hit an all- John O’Dwyer time high of 1569.19 on March Fraser Seitel Richard Goldstein 28 to join the Dow Jones Industrial Average in record ter- ritory. ADVERTISING SALES The S&P benchmark collapsed John O’Dwyer under the weight of the financial Advertising Sales Manager meltdown, sinking to its all-time low [email protected] of 676.53 on March 9, 2009. Jim Baird, Chief Investment Officer at Sharlene Spingler Plante Moran Financial Advisors called Associate Publisher & National Sales Director the S&P’s remarkable rise to new heights a “symbolic day, which means we’ve recov- [email protected] ered from the experience of the past five years.” The DJIA was up 11% during the first quarter. That’s its best opening performance since 1998. O’Dwyer’s is published monthly for $60.00 Even happier days appear to be ahead. A survey conducted by Brunswick Group found a year ($7.00 for a single issue) by the that confidence among CEOs about the economic outlook is driving the merger and J.R. O’Dwyer Co., Inc., acquisition binge. The consumer goods, technology, telecommunications and energy sec- 271 Madison Ave., New York, NY 10016. (212) 679-2471 tors are the ripest sectors for consolidation. Fax (212) 683-2750. And the media are awash with news of the economic recovery. One would think that happy days are here again. Economist Paul Samuelson, in his March 24 Washington Post column, suggests it’s © Copyright 2013 time to rethink the term “recovery.” J.R. O’Dwyer Co., Inc. The brain trust at the National Bureau of Economic Research, the academics who determine the dates for the beginning and ends of business cycles, decided the Great Recession ended in mid-2009. Samuelson wrote: “Despite indisputable evidence that the OTHER PUBLICATIONS & economy is expanding — producing more goods and services — economic conditions SERVICES: have been dismal.” www.odwyerpr.com 4 breaking news, For instance, GDP has passed its pre-recession peak in 2007 only by a skimpy 2.5%, commentary, useful databases and more. and the 5.7 million jobs created from their low point are off three million from the 2007 pre-recession level. Jack O’Dwyer’s Newsletter 4 An eight- Samuelson believes the U.S. is currently in an economic twilight zone. “It’s a recov- page weekly with general PR news, media ery, but it’s not; the recession is over, but it isn’t,” he wrote. appointments and placement opportunities. PR has a role to play. The best strategy would be to toss the term recovery out the win- O’Dwyer’s Directory of PR Firms 4 has dow. Too many PR firms are holding their cards close to the vest. Caution is the byword. listings of more than 1,600 PR firms through- They are waiting for the economy to blast off before committing to ramping out hiring. out the U.S. and abroad. It’s a “Waiting for Godot” game. Time is being lost. Pennies, not dollars, are squeezed. The PR business cries out for leadership. Who is going to declare the current econom- O’Dwyer’s PR Buyer’s Guide 4 Products ic state of affairs as the “new normal?” Let’s deal with it and get down to the business of and services for the PR industry in 50 cate- growing PR. gories. Though it will require spending some money, the outlay will result in clients and pres- tige. £ jobs.odwyerpr.com 4 O’Dwyer’s online job center has help wanted ads and hosts — Kevin McCauley resume postings.
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MEDIA NOTES Companies that take political, social stance risk image Americans want businesses to take action or participate in debates over political and social issues relevant to their respective industries, but companies viewed as politically moderate are viewed as more favorable, according to a study of business in politics by Global Strategy Group. By Greg Hazley companies — from bout 80% of adults said it’s Apple to Wells Fargo appropriate for companies to — and asked whether Atake a political stance on an they thought the firms issue facing their industry, but only would be a Democrat or 51% say it’s okay for issues that do not Republican. MTV, pertain to their field. More skepticism Nickelodeon, Whole surfaced over social issues. While 72% Foods Market and said businesses should take action to Amazon.com came out address important issues in society, as the most Democratic only 31% said it’s acceptable with con- (from 74% to 60%), troversial issues like abortion or same- while Hilton, Tiffany & sex marriage. Co., Wells Fargo and Nordstrom president Blake News Corp. were the Nordstrom, for example, conveyed the most Republican (from company’s support for full benefits for 71% to 75%). gay and lesbian employees in an email GSG noted hospitali- to staff, pitching the policy as in-line ty and luxury goods with public opinion and good business companies were seen as practice. Republican, while While only 31% of Americans said entertainment skewed they think it’s appropriate for a compa- Democratic. Notably, ny to chime in on such an issue, the perception of Nordstrom got 68% approval of its Whole Foods as a left- position. leaning company flies “Because Nordstrom framed the in the face of its CEO’s position in the context of the compa- staunch opposition to ny’s business, the company was able to Obamacare. take a stance on a social issue that may Companies to appear have otherwise been perceived as inap- in the middle of the propriate,” said GSG. road — Microsoft, Another example is Coca-Cola’s Disney, Coca-Cola — Global Strategy Group's recent study of Americans' perception opposition to New York City’s pro- drew some of the higest of corporate brands revealed that many corporations have a posed ban on large sodas. The soda levels of favorability, clear political identity, whether they intend to or not. maker came out against the policy by according to Companies specializing in hospitality or luxury goods were saying “New Yorkers … can make their GSG. That could be more likely to be identified as Republican, for instance, and own choices about the beverages they because political youth-focused media and entertainment companies like MTV purchase,” making its stance about stances by companies were seen as Democrats, as well as brands that iden tified with “green” causes, regardless of statements made to the contrary choice rather than selling large sodas. were found to hurt rep- by their CEOs, as in the case of Whole Foods. The company was rewarded with 83% utation more than they of respondents viewing its public state- helped. GSG found that ment and position as appropriate. while a company’s know where public opinion comes “Often what is an unpopular action, favorability dropped by 42% among down. Second, anticipate the public in theory, becomes more acceptable if people who disagree with a political reaction and how it will affect a brand well-positioned and put in the context statement by a corporation, there was and reputation by planning out scenar- of the company’s business,” said Nick no significant upward change when ios. Third, stay as close to the core of a Gourevitch, SVP and director of people agreed with a statement. business’ interest as possible. This can research for GSG. But GSG contends that companies be achieved, for example, by tying a Perceptions of companies’ politics can improve public views by taking position to commercial success or to can affect reputation, GSG found. stances on issues with carefully employees. Companies that are viewed as left-lean- weighed positions relevant to a corpo- And finally, companies should know ing or right-leaning tend to be charac- ration’s interest, as the Nordstrom and what employees think before going terized more unfavorably than those in Coca-Cola cases showed. public. Scanning social media and even the middle of the spectrum. GSG urges four steps to take for a polling employees can avoid a backlash GSG gave respondents a list of 27 company to engage an issue. First, among the workforce. £
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Survey: good times rolling for mergers and acquisitions
Confidence among CEOs and nearly 90% of North boards, economic optimism American advisors and plenty of cheap money expect leveraged are key factors driving record buyouts to rise as well. Low-cost debt expectations in the M&A fuels expectations realm, according to a recent for an increase in survey by Brunswick Group. all-cash deals (fore- By Greg Hazley cast to be 69%), fol- lowed by cash-and- stock (27%) and all- “ f the deal community is right, it is le bon stock deals (5%). temps rouler for the deal business,” said Acquirers are seen Strong CEO/board confidence is seen as a key factor to drive North IBrunswick senior partner Steve Lipin. to be private equity American M&A in 2013, while the improving economy and availabil- In North America, consumer goods are firms (49%), strate- ity of credit will also help fuel the projected uptick in activity. expected by advisors to be the ripest for gic buyers (32%), consolidation, followed by technology, hedge funds (17%) and management advisors in that region said they expect an telecommunications and energy. (2%). uptick over 2012. That compares with Berkshire Hathaway and 3G Capital’s Domestic U.S. deals are expected to 67% in China and 61% in Europe. $23 billion deal for Heinz announced in make up most of the M&A activity here, While board/CEO confidence, econom- February, coupled with the American with China seen by 61% as the top source ic improvements and cheap debt are the Airlines-US Airways merger and a of inbound transactions. Latin America top factors fueling North American M&A revamped $20 billion pursuit of Grupo spiked from 4% last year to 11% this year optimism, shareholder activism and pres- Modelo by A-B InBev are key signs of a on the radar of North American advisors. sure from investors surged as a factor from rebound in M&A activity. The firm, which polled M&A advisors in 2012-13, according to Brunswick’s sur- Brunswick found that healthcare has North America, Greater China and vey. Last year it was cited by 28% as a fac- dropped out of the top three sectors Europe, found North America to be the tor driving M&A, while it hit 44% in this viewed as active for deals, slipping from most bullish on deal-making as 97% of year’s survey. £ 21% last year to only 14% in 2013. Large deals for Virgin Media and Dell are also in the works. While M&A overall is forecast to rise, Media Briefs CPJ REPORTS 150 DEAD JOURNALISTS IN IRAQ WAR The ten-year Iraq War cost the lives of 150 jour- nalists and 54 media support workers, according to data compiled by the Committee to Protect Journalists. Most (92) were murdered in targeted killings, rather than combat. Many of them were killed because of their affiliation with the U.S. or western press. Nobody was prosecuted for the killing of a reporter, according to CPJ, which reports the current government of Iraq has shown no interest in inves- tigating the murders. Other victims died via airstrikes, checkpoint shootings, suicide bombings, sniper fire, or the det- onation of improvised explosive devices. Eighty-five percent of the journalists were Iraqis, while only one of the support workers was a non- Iraqi. CPJ, founded in 1981, reported the deaths of 58 journalists in Algeria’s civil war (‘93 to ‘96), 54 vic- tims in the civil strife that gripped Columbia begin- ning in ‘86, and 36 deaths in the Balkans chaos from ‘91 to ‘95. It cites research from the Freedom Forum, free press organization, that counted 68 journalists killed in WWII and 66 killed in Vietnam from ‘55 to ‘75. CPJ reports that 21 journalists have died in Afghanistan since the U.S. invasion of 2001. To date, thirty-five reporters have died in the Syrian civil war.
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REPORT The evolving role of the Chief Digital Officer More agencies are utilizing the role of a Chief Digital Officer, and content should be distributed beyond print, for good reason: our industry needs them now more than ever. broadcast and corporate websites. By Linda Perry-Lube LinkedIn, with more than 200 million members, is the perfect platform for B2B businesses to engage with current and the types of services PR agencies provide future purchasers of their products and artner Group recently reported that to their clients. With social media we no services. by 2015, 25% of all organizations longer needed to go through traditional Publishing and content creation continue Gwill have a Chief Digital Officer. At gatekeepers to reach influencers — social to undergo massive and continuous the inaugural Chief Digital Officer Summit media enabled us to have direct conversa- changes that will effect PR agencies ability held in New York City on February, 28th, tions with them. to reach key influencers, policy makers, conference curator David Mathison shared PR professionals are experts in engaging stakeholders and con- findings from his survey, “Chief Digital and influencing audiences and the opportu- sumers. Millennials Officer Talent Map.” Mathison’s study nity to continue to grow this aspect of our cite Huffington Post found 40% of current Chief Digital business looks bright. eMarketer surveyed and Twitter as their Officers work in agencies, and many agen- 468 top marketers in February who report- top two news sources. cies have had CDOs for upwards of ten ed their companies are spending 8.4% of With 175 million years. their budgets on social media. Over the tweets and 450 mil- This got me thinking: do PR agencies next year, that number is expected to lion Facebook posts still need Chief Digital Officers? After increase to 11.5%, and in the next five per day, how do PR more than a decade, haven’t we mastered years it will reach 21.6%. PR Chief Digital agencies make sure digital and social media strategies and ade- Officers need to lead their agencies in their client’s continue Linda Perry-Lube quately discovered how to integrate them evolving their social media practices by to have engaging, into our programs and campaigns? Aren’t continuing to create meaningful conversa- genuine conversa- we light years ahead of our clients? tions augmented by social media ad cam- tions? In a sense, no. paigns. Today’s Chief Digital Officer needs to Growth of visual spurs new demand As media outlets such as The New York be one part futurist and one part evangelist. As teens begin to move away from Times and BBC experiment with media As the challenges and opportunities arising Facebook, Chief Digital Officers need to that gets to know you — where you are, from digital, social, and mobile media track their migration to other platforms and what subjects and topics interest you, etc. escalate, agencies need a senior leader who prepare their agencies with content strate- — and begins delivering relevant content is attuned to the ever change communica- gies for those platforms. One such platform tailored to your individual preferences, tions landscape where new technologies is Pheed, which was the App Store’s most how do PR agencies stay ahead of this will continue to disrupt PR agencies’ core downloaded social app in February. It’s a trend? competencies of creating programs that new social media platform where users The rapid growth of mobile has driven reach influencers. share texts, photos, video and audio and development of apps that facilitate news Near-term trends affecting PR 81% of the users are between 14 and 25. consumption on mobile devices. The Social media disrupted the communica- Increasingly, we are seeing the rise of Summly app links news stories into 400 tions landscape and had a huge impact on visual content. PR agencies need to move characters, while Wavvi parses news arti- from creating engaging written content to cles down to a sentence; basically a head- line. PR agencies will need to tailor new PR News Briefs creating visual engagement — videos, infographics and images. Two visual social messages in ways that capitalize on the WEBER SHANDWICK media platforms poised for exponential algorithms as we do for Facebook and SEO today. UNVEILS CONTENT UNIT growth in 2013 are Instagram and Vine. CDO as evangelist Weber Shandwick is the latest firm to create a Facebook acquired the 11-employee, non- division focused on content creation and distribu- revenue-producing Instagram early in Chief Digital Officers will continue to tion to tap into the “branded” media frenzy. 2012 and can be expected to activate the have a significant role counseling and The Interpublic unit in March said Jason one billion people on Facebook. guiding our client CEOs and CMOs. PR Wellcome, an EVP and Edelman and MWW alum, will serve as GM of Mediaco, which focuses on Currently, only 18% of Americans who agencies will continue to need senior lead- editorial planning, production, paid media and use social media platforms use Instagram, ership who can educate and influence both technology like SEO and production supporting but that is predicted to rise dramatically in their agency and clients on trends that are content. 2013. Chief Digital Officers can lead the impacting the communications landscape. Wellcome acknowledged content is t he “hot Chief Digital Officers need to keep their topic” in media and marketing of late, but said charge by creating Instagram strategies for there is less understanding of how complex it can their clients. Vine, acquired by Twitter finger on the pulse of new digital and be, especially regarding scale and a sustained prior to its February launch, is an app that social tools and trends; articulate solutions approach. He will work with digital chief Chris creates six-second video loops. and programs incorporating the trends; and Perry to guide the new practice. 2013 is the year that B2B social media finally communicate the value of embrac- Mediaco will also lean on partners like social engagement specialist Adaptly and content recom- will start to see its potential. PR agencies ing new communications approaches. mendation engine Outbrain. have traditionally guided our clients in cre- Linda Perry-Lube is Chief Digital ating thought leadership content. But that Officer at RF|Binder + Partners. £
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FEATURE Social media storytelling: five tips for success Consumers engage more deeply with brands when they encounter “narrative arcs” across channels, where the dis- ing channel-speak. They react to things tance from newfound engagement to customer is often just a that matter to them. So go back to your hop, skip, tweet or Facebook post away. By Scott Bauman one-pager, especially the setting part. If you’re the best-kept secret, how is that proprietary also doesn’t mean artificial; it solving customer problems? And how do his “new kid on the block will for- means knowing precisely where your brand customers talk about ever change the industry,” writes is in its narrative arc, storytelling in a man- those problems? Tthe journalist covering a sizzling ner consistent with that, while thinking Spend less time think- new startup. The “new kid” moniker is ahead to what’s next. ing of new ways to familiar and requires little exposition; it’s a Brand storytelling isn’t easy. It requires articulate your value familiar storyline that at one time even discipline and lack of hubris to step outside proposition; instead, described icons such as Apple, Google and your brand to see it with fresh, critical eyes. try understanding Netflix. Meanwhile, over at Fortune, the Fortunately, in an age of refreshing, and how your customers’ story of a fledgling e-business taking on an frightening, transparency, your customers define and solve their entrenched brand is so recognizable — and and prospects are capable — and willing to pain, expectations, Scott Bauman subject to predictably passionate side-tak- provide a “warts and all” view. Listen to frustrations and ing — that “David vs. Goliath” is a recur- them! A brand story mustn’t be just conven- objectives. ring feature in the publication. ient fiction. It’s about recognition, articulat- Build relationships. Most marketers Although thousands of stories appear ing where you add real value; reaction, talk of channels as if they are conduits, daily across mainstream business media, adapting quickly to feedback; and building but treat them like TV channels — mute ten storylines recur with surprising regular- relationships that make them believe. as you please, turn volume up as needed ity. These comfortably formulaic storylines Although recognition, reaction and rela- and run just enough programming so ease readers into the narrative structure in tionships can underpin any communica- viewers don’t catch on that it’s really all the same way a TV sitcom does. Yes, the tions strategy, the balance of this piece about ads (messages). If that sounds like viewer anticipates the late arrival of the focuses on social media. Today, social your company, stop. Consider building a hapless groom — feeling a slight tension media is often tragically disconnected from content calendar that is equally weighted (maybe it will be different this time), but a brand’s story — that must change for to what you don’t know. Ask questions. alas all turns out in the end. social to have any meaningful impact. Post answers, even if your product does- Formulaic doesn’t mean artificial; it So how can companies bring brand sto- n’t address them. Don’t just be the “best- means structured. Up close, a company’s rytelling into the confusing labyrinth of kept secret” because of product X, be so narrative arc has subtle imperfections, the channels that is social media? Assuming because of other things such as your almost undetectable joints that reveal how, you’ve first done the hard work to recog- CEO’s policy on vacation, your CMO’s in fact, multiple stories have been welded nize where you are in your brand’s narrative focus on charity or your HR director’s together over time. If you could closely arc (you’re the new kid, a best-kept secret, innovative recruiting tactics. examine Apple’s arc, for example, perhaps just became Goliath, etc.), it’s all about Evolve. Your social media content cal- you’d see where it transitioned from “new moving to reaction and relationships. endar should look markedly different in kid on the block” to “David vs. Goliath,” Below are five tips to help move you there Q4 than it did in Q1. Reject consistency well before it ever enjoyed its lucrative role quickly and successfully. and repetition in favor of demonstrable as Goliath or — shudder — its more recent Start with the storyline. If you’re the growth as a company (okay, you can lean “fall from grace” (arguably a short fall, but “new kid,” write a one-page narrative on certain core messages). And, if you’re a fall nonetheless). So what can we learn that includes all the necessary story ele- ready to evolve from “new kid” to “clash from this? ments: protagonist (you), antagonists of the titans,” for example, revise your Everyone, from journalists and analysts (your competition), hero (your CEO?), one-page storyline accordingly. Then fol- to your customers and prospects, is hard- the setting (customers can’t do X or Y), low the steps above so that you’re matur- wired to “get” familiar contexts — or etc. This is your archetype, for now. ing, not in isolation based on your prod- archetypes. They are so central to business Find the vibrant commons. Looking uct roadmap, but out in the open with storytelling that you must take great pains at your narrative, what are key concepts, your customers as the market evolves and to understand them. We did so recently in words and phrases that stand out? Take your brand story changes along with it. our Prevailing Storylines Study, and we those keywords and key phrases and plug Your company’s narrative arc will have now know more about the anatomy and fre- them into a social listening platform — subtle imperfections as you weld evolv- quency of certain storylines and how a doesn’t matter which one (we’ve used ing storylines together, but instead of hid- brand’s narrative can evolve over time. them all). Where is conversation around ing those imperfections, acknowledge While our study focused on ten of the those keywords taking place and who is them and weave them into your social most widely read media, from Fortune to driving it? On a single page, write down content. By doing so, you’re much more The Wall Street Journal, mainstream media the top 10-15 sites/pages/groups where likely to craft a brand story that doesn’t is only part of the paradigm. The brand is your narrative would/does resonate. just create affinity: it wins your cus- the storyteller. And how and where a story Connect your story to theirs. tomers’ heart. is told — and by whom — is so important Foremost, you want your customers to act. Scott Bauman is Executive Vice that it borders on proprietary. Like formula, But let’s face it, they don’t react to market- President of Greenough in Boston. £
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FEATURE The wrong-headedness of Real Time Marketing Have you heard the news?! The next big thing in social media — this week, anyway — is Real Time Marketing. Put your have brands that might have been enthusiasm on hold, however: the meme isn’t what you think. advertising on the show — which, unlike the Super Bowl, is not advertis- By Jeremy Pepper ing driven but rather red carpet focused action? — but an extension of a commer- — who then push hat’s Real Time Marketing, cial venture. In this instance, TV commer- out their Real Time you ask? Why, Real Time cials. Marketing and try to Real Time Marketing goes to the Oscars WMarketing is the process of spur conversations. pushing content in a real-time, real- So, for the Super Bowl, Real Time And those conversa- world setting via Facebook, Twitter, Marketing makes a lot of sense. Even if tions didn’t really Instagram and wherever else you want to the fact that very little was done in real- take off, as noted by push a message that ties into a real-time, time, but had been done in the office Jay Baer. Jeremy Pepper real-world event. weeks ahead of time. Instead of the The term Real Time Marketing has For other events, does this make hard-sell of Real been around forever, but it’s been sense? As we saw at the Oscars, maybe Time Marketing, how about doing a recently resurrected after a particularly not. smarter social campaign? How about infamous event that occurred in The Oscars, like the Super Bowl, are bringing in your fans to showcase their February. a pretty big deal. They’re appointment photos and work with a hashtag? Blame Oreo and Super Bowl XLVII. television, a lot of people watch them, Oscars are a huge event for at-home If you watched the Super Bowl this and the conversations on Twitter were parties. One brand (Kellogg’s) used the year, you noticed the lights went out for off the chart as usual. event to push Real Time Marketing about 30 minutes in the third through sponsored posts for their quarter. And if you were on new product, Special K Cracker Facebook or Twitter, you might Chips. have caught what appeared to be Why didn’t they do a party a responding tweet from Oreo, pack for the Mom bloggers that accompanied with a photo of the had re-posted their Real Time cookie with the phrase “you can Marketing ads? Why not have still dunk in the dark.” Social those same bloggers showcase media went hyper nuts as OMG, their party style and post pics on this is real-time and it’s amaze- Instagram and Facebook that balls and whatever annoying would have been highlighted by other phrase that anyone over a hashtag? the age of 30 shouldn’t be say- Or if you were a clothing com- ing. pany, instead of the banal com- However, if you had been pay- ments on the best dressed, why ing attention to Oreos on not do the “what’s your Oscar Facebook and Instagram prior, style” party pictures? you’d noticed that they had been During the Oscars, I saw both jumping on memes for the Oreo’s on Facebook and Twitter images 100th anniversary and putting out from brands … that made little a lot of content. As noted in sense beyond some social media Business Insider, this “sponta- person pushing Real Time neous” in the dark Oreo was 18 Oreo’s quick-draw social media comment during the infamous Marketing to seem in the know. blackout at Super Bowl XLVII kicked off a renewed interest in the months in the making. concept of Real Time Marketing. Instead of creative campaigns By the by, other brands were that would have generated some also on top of the dark and tweet- buzz, they were just shown to be ed and posted creative things that followers instead of an inde- actually tied into their marketing. And So that makes sense to have a team pendent thought leaders. that’s the thing: real-time marketing works waiting to post … well, content that And this, all this, is for a low price of relatively well for a live event that is very you created the weeks and months prior way too much money as the firms push commercial oriented, like the Super Bowl. and try to call it Real Time Marketing? the latest and greatest without strategy And therein lies the rub of real-time Well, no, that’s not really real-time or thinking it through. Just say no to marketing. It’s not social media, it’s mar- now, is it? It’s pre-packaged banner ads Real Time Marketing unless the firm keting and banner ads thrown into social that are forced into a situation that can give you a real reason why. networks. No real call to action but for you doesn’t really work. Jeremy Pepper is a social media to like or retweet — isn’t marketing, PR So let’s take a step back and look at strategist and PR consultant based in and advertising supposed to have a call to the Oscar’s Real Time Marketing. You Los Angeles. £
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How big data will transform customer experience Perhaps the single deciding factor determining business success over the next decade will be companies’ use of big data. important driver to CEOs for the first By Robert Reiss time is no longer external market fac- tors — it is technology. Of course, as they will segment by individual prefer- technology drives n his book “Managing in the Next ence. our future, even Society,” Peter Drucker explains the For example, when you’re passing by more value is Inature of transformation. The a Brooks Brothers, they will know placed on authen- Industrial Revolution of the 1820s because of the GPS in your phone that ticity. That's why occurred 40 years after James Watt’s you’re approaching and that you like a perhaps the most steam engine; and the railroad concept certain style cuff links; they can real powerful of all cus- pioneered in 1829 became transforma- time send you an 30% discount on tomer experience tive in the 1860s, setting the stage for those cuff links. Then in store they can tools is still the handwritten letter. national expansion in America. create a customized experience and Robert Reiss We are now witnessing a new trans- even get your feedback. In summary, a formation in the very fabric of what Consequently big data enables com- while back I read a every successful company has in com- panies to treat each customer — poten- book by Bill Gates called “The Road mon — satisfied customers. The entire tially 1 million at a time — as an indi- Ahead.” He described his house. It was customer experience as we know it will vidual. customized to the individual where be transformed by a new revolution … A key issue of course is privacy. Baby painting and music would change the revolution of big data. And perhaps boomers and Gen Xers are willing to according to the guest’s preferences, the greatest difference between the win- give some personal information. because his home was actually a large ners and losers of business over the However Millennials understand — computer. Today’s customer experience next decade is that the winners will uti- and really appreciate — the trade off of will become like Bill Gates’ home — lize the powerful engine of big data. privacy for completely relevant and customized to the individual. First let’s define big data. In the sim- customized customer experiences and Robert Reiss is an author, host of plest terms, the reason it’s called big they will gladly make the trade. “The CEO Show,” and a Forbes.com data is because of two new elements: In IBM’s 2012 CEO study, the most columnist.£ one, no-SQL data utilizes parallel pro- cessing instead of sequenced process- 2013 Annual Event ing, which dramatically escalates speed; and two, non-structured data includes blogs, emails, web logs, voice DIRECTORS/PRODUCERSDIRECTORS/PRODUCERS streams and social media etc., which when added to traditional structured FORUMFORUM && NEWNEW data dramatically escalates data vol- ume. So while many believe social media is DIRECTORSDIRECTORS the game changer, in truth social media is just the appetizer of the big data ban- quet. Companies now have real-time SHOWCASESHOWCASE speed potential and mind boggling amounts of every piece of personal preference information on customers. Smart companies will be able to capture Join SHOOT and our 2013 Event significant business in two ways. Sponsors for an informative and First, from a macro stand point, com- entertaining day-time Forum lled with panies will be able to anticipate trends speakers, panels, networking followed by a and change their offering to give cus- fun- lled evening including the debut tomers what they want before they tell screening of SHOOT's 11th Annual New them. Just like the ATM did years ago Directors Showcase reel, panel introducing for banking. the new directors, and after-party. Second, companies for the first time AFTERNOON SESSION TO FOCUS ON ENTERTAINMENT PR in history will be able to reach millions Event Produced By “PR: The Di erence Between Good Work & Award Winning Work” of customers and market and provide will explore the new & traditional public relations methods Directors, service to them as individuals. Just like Producers, Production Co.s, studios, agencies can integrate into their work process to increase their success rate in award shows & lm the salad bar allows for a mass cus- festivals and landing new projects. Learn & make new contacts. magazine | website | publicity wire tomization (a word Joe Pine coined > More details online or call Session Moderator @ (203) 227-1699 x12 over a decade ago), companies will no longer segment by demographics …
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FEATURE Taking advantage of the mobile, social connection Brands want an edge that separates them from the competition. Mobile advertising is the most important tool in today’s digital smartphones, Apple and Android. My world. When leveraged with social media, it offers tremendous bank and credit card are two examples. opportunities to drive awareness and attract new customers. The iPhone apps are useful, but the Android app is annoying because it’s a By Mark Simmons stretched out version of the iPhone app and navigation is painful. It makes the Leading the Travel Industry out of great content by casting a wide net. point that you should avoid frustrating Mobile advertising has changed so customers. If your analytics show you ocial media has changed from its quickly in the last six months that it can be have significant by Providing Professional humble beginnings that consisted of difficult to keep up. Yes, SMS messages mobile traffic and you Sgaudy profile pages on MySpace. have a place with advertisers such as want them to make Today, social media is a chief component retailers for the ability to geo target and the purchases on their Travel Services Since 1972 in most company’s digital strategies. As a higher open rates versus email. Mobile can phones, you need distinct channel, it provides the opportuni- be used in conjunction with apps like proper m-commerce ty to engage with customers, fans, and Shazaam for engagement. Brands have setup to make the user prospective customers. When properly teamed up with Shazaam and created ded- experience as best as executed, a social media campaign can icated mobile landing pages to showcase can be. Anything less reach millions with the right message. Add commercials, social media sites, and other results in a poor user in tracking and you can figure out your content during events such as the experience and poten- Mark Simmons return on investment to prove its worth. SuperBowl. This creates a situation where tially diminished loy- Social media is more than posting images the engagement spans two touch points alty. on Facebook or sending quick thoughts on and continues after the 30-second spot is The keys to bringing this all together are Twitter. There are some very sophisticated over. strategy and measurement. You can’t go methods used to not only grow traffic and QR codes and QR pop-up stores have into a marketing campaign without creat- users, but to foster engagement. also increased in popularity. Tesco, in ing a roadmap of whom you want to reach For instance, gaining fans can be Korea launched a pop up store in a subway and how you want to reach them. accomplished on Facebook by running a last year where customers see a poster of Avoid Digital Data Deception, a situa- contest or giveaway. Offer something of their grocery products and using a QR tion that occurs when you manage chan- value in return for their time and you’ll see reader app, can scan, and purchase at the nels separately and silo the data. This trend results. These come in the form of a train station. Mobile advertising is getting of avoiding integrated management in greater connection with the brand, but increasingly complex and opportunistic. favor of specialist agencies is not effec- more important, an opportunity for fans to Mobile and social media have a unique tive. A quick review of your web analytics, share the brand with their networks. relationship. All the major social media with the proper tool, will show you that Sharing is the ultimate form of word of sites have mobile apps for the most popu- your sales cycle is a multi-touch point, • Business Travel Consultants mouth and a very powerful tool on lar operating systems and devices. We as multi-channel ecosystem. Ignoring syner- Facebook. Provide great content and a rea- consumers, use our mobile devices to gy existing across channels results in lost • Strategic Meetings Management son, such as a giveaway where their access social media sites at an alarmingly revenue growth opportunities. Use the chances increase the more they share, or increasing pace, soon to overtake desktops data to understand your customers. Locations: comment, or like. Use the tools to your and laptops. This creates a unique situation Marketing and sales teams need to work as • Government Travel Contractors advantage and you’ll see a difference. for advertisers to ensure their content is one to understand the sales funnel and how North America Video has many possibilities. A well- mobile friendly. Video is a major consider- different aspects impact results. This infor- • Over 200 Offices Worldwide crafted, professionally produced piece of ation as some devices have an issue han- mation highlights lead quality and target Middle East content can spread like wildfire. Don’t dling certain video formats. Location- audiences that should get attention versus • Competitive Online Booking expect every video you create to go viral. based apps such as FourSquare also fall those that are unprofitable. Using cus- Europe Tell your story in a way that connects with under the mobile/social umbrella. While tomer data allows you to determine why your target audience. That might mean not every brand fits, those that do should repeat customers come back and provides • One-on-One Travel Consultation being serious, humorous, or straightfor- take full advantage by completing their for better segmenting and targeted mes- Asia ward. Only you know the tone necessary profile and setting up offers. It’s important saging. • Leisure Travel Experts Find out about cruises sailing from New York to position your brand. to fully embrace the endeavor offline as Remember: winners keep score. If and other worldwide destinations Once you’ve produced content, syndi- well as by encouraging customers to you’re not measuring your marketing, you cate it. Advertise in Google Adwords’ dis- check-in while at stores and making the are throwing away money. Not only does play network, use video only networks, experience worthwhile. analytics show the performance and help 888-333-3116 add to your blog, post on social media, and As brands consider the impact of multi- to allocate budget, it can uncover hidden partner with other bloggers. Do whatever ple devices and consumer touch points, it gems of opportunity. Create a plan, exe- you can to get it into as many places as becomes important to consider the plat- cute it, measure it, optimize it, test it, and possible. Make sure you add to YouTube forms and content used to execute your repeat it all over again. Success comes to for the SEO value and write a descriptive strategy. It’s essential to have a dedicated those that take the extra effort. title and description that also includes a mobile website. If you have apps, you Mark Simmons is Co-Founder of Mixed 212-563-3500 • OmegaNewYork.com link to your website. 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212-563-3500 • OmegaNewYork.com World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 Aprilmagazine_Layout 1 4/1/13 11:15 AM Page 18
REPORT Judge says media monitor violated AP copyright Media monitoring service Meltwater infringed on Associated Press copyright in the course of providing excerpts of stories in the service did not show it drives traffic to search results for clients, said a federal judge. the original websites of the news articles. By Greg Hazley “Instead of driving subscribers to third-party websites, Meltwater News acts as a substi- important function for clients, the public tute for news sites operated or licensed by R service providers, some of which interest of such a business does not out- the AP,” wrote the judge. operate like Meltwater in the gray weigh “the strong public interest in the Articles ‘scraped’ Parea of fair use doctrine, have closely enforcement of copyright laws or justify The AP suit centered on 33 articles watched the suit filed by the AP last year. allowing Meltwater to free ride on the cost- “scraped” by Meltwater’s service and deliv- In a 91-page decision that includes a ly news gathering and coverage work per- ered to customers through thousands of detailed description of the nuts and bolts of formed by other organizations.” excerpts, often the first few lines of a story. online news monitoring, Judge Denise Cote Meltwater vowed to appeal. Dawn Conway, Executive VP for of U.S. District Court for the Southern “We’re disappointed by the court’s deci- Customer Experience and Global Content District of New York said Meltwater com- sion and we strongly disagree with it,” said licensing for Cision, which holds an AP petes with the AP and its licensees for busi- CEO Jorn Lyseggen. “We’re considering all license and is unaffected by the ruling, said ness, including monitoring competitors like of our options, but we look forward to hav- the structure of an AP news article is unique BurrellesLuce, Cision, LexisNexis, and ing this decision reviewed by the court of because it puts so many details in the first Google News, which all hold AP licenses appeals, which we are confident will see the paragraph. “The AP, in contrast to other while Meltwater does not. case a different way.” publishers, delivers ‘the heart of the story’ in Cote found that Meltwater’s use was not Meltwater contends that its monitoring the lead and therefore the lead can be a sub- “transformative,” as required under fair use service operates under fair use like a search stitute for full text,” she said. doctrine, noting “Meltwater copies AP con- engine in that it displays excerpts of infor- Conway was hired last year from tent in order to make money directly from mation displayed publicly online. But Cote LexisNexis after Cision reached an out-of- the undiluted use of the copyrighted materi- said the service, unlike a search engine, is court settlement with Dow Jones over al,” and that Meltwater’s own marketing not public and did not show that it directs alleged copyright infringement that cost the materials “convey an intent to serve as a users to the original source of content. monitoring company about $6.5 million in substitute for AP’s news service.” Cote highlighted a paltry click-thru rate fees, production changes and the payout to Cote said that while commercial news — .05% was suggested in some cases — DJ. clipping services like Meltwater perform an for links in Meltwater’s summaries, noting In the Meltwater case, the AP sued on four counts of copyright infringement, as well as “hot news” misappropriation, and removal or alteration of copyright manage- ment information. Meltwater counter- claimed for the court to declare its use okay, as well as for a count each of libel per se and tortious interference with business relations. The suit drew interest from prominent advocates on both sides. Meltwater, which began offering news monitoring in 2005, was backed by the Electronic Frontier Foundation and Public Knowledge, which received legal help from Stanford Law School’s Center for Internet and Society. On the AP side, an amicus brief was filed by the New York Times, Gannett, McClatchy, BurrellesLuce, the Newspaper Association of America and Advance Publications. BurrellesLuce, which acquired Cision’s print monitoring operation after the DJ episode last year, in the brief noted that it is at a “significant competitive disadvantage” because it pays license fees to publishers, adding that it “expects and hopes the resolu- tion of this dispute will eliminate that disad- vantage and make the rules of the copyright road plain, while strengthening the econom- ic health of AP and other news organizations on which it depends for the provision of its own services.” £
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Show and tell: the new PR paradigm In order for businesses to stand out, they need to create orig- inal content that their fans, investors and prospects feel com- needs to succeed because you’re ham- pelled to view, read, and share. pered by a hole in your capabilities? I By Scott Signore say buck the system: develop plans that are not only smart and strategic, but also audience engagement by greater than comprehensive. Finish telling the story, ’m a visual guy — and have always 100 percent. or give your client’s storytelling some been. My earliest PR client was That’s why we’re prioritizing visual visual strength. IKodak, many moons ago, in a time content in the PR planning process as a Don’t limit the addi- when it was common to pitch silver- matter of practice. That’s why we’re tion of visual power halide film and the first consumer-facing encouraging our creative team to work to one medium, but digital cameras on the same phone call. hand-in-hand with day-to-day PR rather go with gusto, Since then, I’ve represented a seemingly account staff, who are increasingly across platforms, countless number digital imaging organ- becoming more creative — and thinking aggressively izations (meaning I’m slightly old), and more visually — from those interac- By philosophy, we so has my PR agency. In fact, doing PR tions. I’m personally fueling this change “stick to the knit- for digital imaging companies is a big away from the status quo by bringing in ting” at Matter. We Scott Signore part of our proud history, and an ever- key talent who will help bridge the gap butter our bread with growing part of our current portfolio. between text, copy, and rather tradition- award-winning PR So, it’s no surprise that I’m in the al ways of storytelling, with high-impact and social media, but creative services is midst of sea-change in PR, one that has images and visual information. I’m a “new” and exciting extension of our agencies worldwide working to help excited about this change — and belief that you need to act credibly, not clients tell stories — visually. How did pumped to be part of it. just act. we get here? We’re not pitching things we can’t do Appropriately, clients are the major As recently as 2000, the media busi- and then scrambling to manage vendors. beneficiaries of the sea-change occur- ness consisted largely of newspapers We pitch an integrated story and create it ring in PR — and communications over- and magazines jockeying for print sub- all, from soup to nuts. That means all. Visual storytelling helps clients tell scriptions. Letters to the editor and over- clients have “one neck to choke,” and any story better, and in turn do better the-counter sales were the metrics pubs that’s easy to manage. business. It’s exciting — and far more used to woo advertisers. It was a neat And we’re eating our own dog food. important than that, it’s happening now. and tidy world back then, when the We wanted to get more eyeballs on our Are you encouraging change or being Internet was more distraction than new creative studio (called Studio-C) so left behind? More importantly, are you attraction, and PR was about generating what did we do? We created a survey for leaving revenue on the table, resigned to fat clip books for clients. marketers that asked their opinions let other firms take it? But in the intervening years an explo- about visual content. We took the data Scott Signore is CEO of Matter sion of sorts democratized information- and created a killer infographic that ele- Communications. £ sharing. Joe Sixpack and Suzie gantly displayed the findings. Within a Snowflake found a voice online, and the day of announcing, Forbes wrote a PR Services Briefs masses organized around topics of inter- stand-alone piece about the content, KEKST, SARD WORK ENERGY est. Internet speeds increased exponen- imploring anyone within eye-shot to get tially, making it possible to quickly cre- cracking on visual content, or step aside PROXY FIGHT ate and share text, digital images and for competitors who “get it.” Walter Energy and Audley Capital Advisors are video, meaning everyone could now be a Every day businesses are becoming relying on outside PR counsel as hedge fund Audley publisher. increasingly more receptive when dis- wages a proxy fight for five of the nine spots on WE’s board. And publishers demand captivating cussing or experiencing how a concrete Audley Capital, based in London, has nominated content that either informs, entertains or story gets even stronger with a powerful five directors and is lobbying shareholders as it says drives the conversation forward. infographic, or a complex one gets easi- WE shares are undervalued. The company stock has Fast-forward to today. Facebook, er to understand when conveyed with a dropped more than 50% over the past year. AC has engaged Sard Verbinnen & Co for PR counsel and Twitter, LinkedIn and literally hundreds well-produced video. proxy/IR firm Okapi Partners for support in New of other social sharing sites have We’re a PR agency that has become York. become baked into the culture of con- something more, and clients’ eyebrows Walter Energy, which produces coal for the glob- sumers and businesses alike. To add raise to their respective hairlines when al steel industry and is based in Birmingham, Ala., value to the stream, businesses must cre- seeing the positive impact at the inter- today blasted Audley’s slate, saying its proxy state- ment contains “serious omissions” like insider trad- ate original content that their fans, section of PR, social media and creative ing charges and deficient governance, among other investors and prospects feel compelled — tools to help tell a story visually, and “troubling aspects.” to view, read, and share. metrics that validate the initiatives WE is working with Kekst and Company. Mark The data points are omnipresent, but At the business-level, creative is all Tubb is VP of IR and strategic plann ing for the com- pany. businesses that blog, for instance, enjoy about new opportunity. Why be limited WE’s 2012 revenue were $2.4 billion with a net nearly double the leads. A Facebook to a traditional PR budget? Why provide loss of $1.1 billion. post with a picture or video enhances your client 80 percent of what a program
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op and execute effective social media content and programming media and digital strategies. that connects brands with con- CooperKatz takes an integrated sumers in an authentic and approach to digital strategies meaningful way, fueling com- and factors them into every munity engagement, growth and client engagement. advocacy — leading to Capabilities include: conver- increased brand awareness, loy- sation monitoring; influencer alty and conversion! Coyne engagement; social channels PR’s social team offers social development (including building media strategy, community / managing profiles and pages management, content genera- on sites like Twitter, Facebook tion, influencer engagement, and YouTube); creative cam- conversation monitoring, paign ideation / execution; Web SEO/SEM, mobile optimiza- content development; Web video tion, social & mobile app devel- production; social monitoring opment, analytics & measure- and analytics; and online crisis ment, crisis management and The Coyne PR HotSheet is an award-winning weekly recap of the preparedness / support. more. best campaigns, promotions, advertisements and ideas of the week CooperKatz has won numer- The agency has also part- - peppered with a touch of pop culture and a dash of the latest social ous industry awards, and has nered with General Mills to media technology news. The Coyne PR HotSheet app highlights the been honored as ‘Best Agency manage and implement initia- industry’s coolest campaigns, web 2.0 promotions and advertise- of the Year’ in its size category tives for two properties: ments in a weekly digest updated every Monday. The HotSheet app and ‘One of the Best Agencies to MyBlogSpark, an 8,600 mem- is available for free download in the iTunes app store. Work For’ by The Holmes ber blogger network, and Report. MyInsite, a word of mouth net- work featuring 250,000 highly with the traditional PR team to COYNE PR influential brand advocates. BLAZE reach targeted media, influ- From blogger engagement to encers and consumers to support 5 Wood Hollow Road conversations on Twitter, the all initiatives. Blaze also offers Parsippany, NJ 07054 Social Media team understands 225 Santa Monica Blvd., 3rd Flr. the value of connecting with the Santa Monica, CA 90401 full public affairs capabilities 973/588-2000 310/395-5050 through its parent company www.coynepr.com right people. At Coyne, it is crit- [email protected] Davies. ical for brands to not only www.blazepr.com Clients: Marriott Hotels, Spa 1065 Avenue of the Americas engage in conversation with real Nautica, AmaWaterways, Marina 28th Floor people, but to also convert their Matt Kovacs, EVP/GM New York, NY 10018 behavior into meaningful del Rey CVB, SnöBar Cocktails, 212/938-0166 Apryl DeLancey, Director of Blue C Sushi, Boom Noodle, action. In addition, the agency Marketing & Social Media DesignbyHumans, Hangar 24 Thomas F. Coyne, CEO boasts an internal digital and Brewery, and KeVita Sparkling Rich Lukis, President design group, whose capabili- Blaze is the nationally recog- Drinks. Tim Schramm, Senior Vice ties include digital production, nized PR firm that attracts com- President full service design, video pro- pelling and aggressive consumer COOPERKATZ & Marie Baker, Social Media duction, website design & brands that need to win. Social Director development, mobile applica- Media isn’t an afterthought han- COMPANY, INC. tions & programs and webcasts dled by junior staff but a con- Driven by industry experts & e-learning. scious, strategic partnership with more than 20 years of with brands. Utilizing compre- 205 Lexington Avenue, 5th Floor experience in digital marketing DODGE hensive strategic communica- New York, NY 10016 and governance, Coyne PR’s www.cooperkatz.com tions campaigns to differentiate Social Media Division offers COMMUNICATIONS and elevate our clients from integrated, strategic solutions Ralph Katz, Principal that drive measureable business their competitors, we are able to 11675 Rainwater Drive, Suite 300 exceed our clients’ expectations Anne Green, President / CEO results for industry leading clients such as Disney, Burger Alpharetta, GA 30009 when it comes to positioning 770/998-0500 them to their audiences, and CooperKatz & Company, Inc. King, Mary Kay, Playmobil and www.dodgecommunications.com attracting positive attention is highly-regarded for its strong more. Today, every brand is a pub- from both consumers and the strategic and creative creden- Brad Dodge, President and CEO media. Blaze creates and man- tials. It offers full-service public lisher and understanding how to Brian Parrish, Senior VP and ages interactive communities relations, creative services and produce content that people Principal using all relevant platforms but digital / social media capabili- want to engage with and share Elizabeth Glaser, Vice President refrains from spreading the ties to a national client base — whether educational, infor- and Principal client thin. Our social media across many industry sectors. mational or merely entertaining division targets the brand audi- The firm was an industry- — is an essential part of the Ever wonder what your social ence where they are already leader in establishing a practice marketing mix. media strategy says about you? talking and works hand-in-hand devoted to helping clients devel- We create relevant social If you’re like most B2B mar-
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You cutter PR program. www.fwv-us.com in their respective industries and resist change and social media We enjoy helping our clients , Chairman & CEO lifestyles; providing fans and is no exception. Besides, you think through their business Rick French David Gwyn, President / Principal brand loyalists online communi- don’t really need a bona fide challenges and develop smart Natalie Best, Executive Vice ties for engagement with each plan since it’s only a passing solutions that help them to grow President / Director of Client other on meaningful topics; fad, kind of like the Internet. their business. We welcome the Services / Principal maintaining a consistent increase The savvy executive. You opportunity to think through in engagement levels month- partner with Dodge your needs. French/West/Vaughan (FWV) over-month; increasing brand Communications, the healthcare is the Southeast’s leading public affinity, reach and purchase industry’s leading authority on FINN PARTNERS relations, public affairs and brand intent for specific products; and building and maintaining a communications agency, inde- creating unprecedented emotion- dynamic social media presence. pendent or otherwise. Founded in al connections with consumers, Whether generating content for 301 East 57th Street, 4th Floor April 1997 by Agency Chairman while delivering targeted reach in a corporate blog or creating an New York, NY 10022 & CEO Rick French, FWV now scalable and measurable ways. ongoing dialogue with potential 212/715-1600 employs 84 research, public rela- customers across multiple net- Direct: 212/593-5873 tions, public affairs, advertising GREENOUGH works, every one of your social [email protected] www.finnpartners.com and digital marketing experts media efforts work together to among its Raleigh, N.C. head- support offline activities, 9 Harcourt Street , Managing Partner quarters and New York City, enhance online visibility and Noah Finn Dallas, Los Angeles and Tampa Boston, MA 02116 617/275-6511 deliver quantifiable results. offices. [email protected] At Finn Partners, we employ FWV is home to one of the www.greenough.biz FEINTUCH a hybrid approach to our digital nation’s fastest emerging and COMMUNICATIONS campaigns by closely integrat- groundbreaking digital services Phil Greenough, President, ing our work within the tradi- practices. A leader in launching Founder tional media program. The land- head-turning, results-driven mar- 245 Park Avenue, 39th Floor scape continues to evolve, and keting campaigns, FWV executes Brand storytelling is the unique New York, NY 10167 as we predict and follow digital multifaceted digital and social differentiator that makes 212/808-4901 and social media trends, we media initiatives to stimulate prod- [email protected] Greenough one of the industry’s work closely with our clients to uct trials, awareness and purchase best-kept secrets. The difference www.feintuchcommunications.com develop a shared set of goals prniblets.blogspot.com on behalf of some of the world’s starts with its agency model: each and metrics to show success. foremost companies and brands, client is assigned a seasoned Henry Feintuch, President Our collaborative team is including Wrangler, Gemesis account services leader who taps well-versed in web design and Diamond Company, Teradata distinct media, content and social The impact of social media development, video production, Corporation, Melitta Coffee, the media marketing teams. As clients on the public relations and mar- social media strategy and com- United States Polo Association, navigate headline issues ranging keting mix is profound; yet too munity management, as well as Central Intercollegiate Athletic from the future of information many marketers focus on the blogger relations and showcases Association (CIAA), RBC Bank technology to healthcare IT, ener- tactics and not the strategy these skills for clients such as and Hood River Distillers gy and life sciences, Greenough’s behind the campaign. Verizon Foundation, Hyundai (Pendleton Whisky, Pendleton disciplined teams keep a 24/7 At Feintuch Communications, Hope On Wheels, IEEE, 1910, Yazi Ginger Vodka, Broker’s watch. The media team, com- we build social media elements Hotels.com, and the Jamaica Gin and SinFire Cinnamon prised entirely of former journal- into client programs as appro- Tourist Board. Whisky). ists and editors, does nothing but priate — not as a separate proj- As a full-service digital Comprised of a team of spe- engage media. Meanwhile, the ect or expensive add-on — but department, we offer in-house cialists in audience insight, user social media team uses sophisti- as an additional channel for capabilities for digital platform experience, interactive marketing cated listening and engagement reaching targeted audiences. development within existing and online media innovation, our platforms to move from simple From smart blogging and channels and to create cus- digital marketing experts help customer awareness to brand LinkedIn groups to custom tomized stand-alone platforms. clients better understand, navi- affinity and, ultimately, action. developed mobile apps and From writing engaging blog gate and utilize existing, new, From Facebook and Twitter cam- location-based marketing, our content, and designing eye- and ever-changing communica- paigns to targeted programming team has the creativity and busi- catching infosnacks, to develop- tions platforms. Public relations, on LinkedIn, Greenough’s social ness acumen to support b-to-b ing new website functionality social media and search engine media marketing programs are and b-to-c organizations. and serving as dedicated com- optimization (SEO) continue to highly strategic and outcome- We are a strategic relations munity managers, our team is converge at a mind-bending rate, based. Working collaboratively, agile, experienced, and savvy. and FWV and its digital staffers teams of social media analysts and We focus on developing tar- continue to stay ahead of the content experts methodically turn View and download entire issues of O’Dwyer’s geted digital strategies, relying trend. Capabilities include: digi- data-driven insights into blog magazine in PDF format, as well as hundreds on research and analytics to tal research and strategy; online posts, tweets, posts, video and of company profiles in our searchable online map out brand goals. No matter communications planning; cre- other content that measurably con- database. what your digital need may be ative development for the web tributes to sophisticated lead gen- — you can count on our team to including website design, online eration campaigns and overall WWW.ODWYERPR.COM deliver. video, social media content and sales enablement.
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for-profit organizations to trade KAPLOW associations. We cultivate and maintain online relationships to enhance or expand market 19 West 44th Street, 6th Floor New York, NY 10036 research, stakeholder communi- 212/221-1713 cations and community out- [email protected] reach, brand promotion, influ- www.kaplowpr.com encer engagement, and issues and reputation management. For over 20 years Kaplow has Kellen Communications’ been helping clients change con- capabilities as a single source versations. Now, with the emer- for digital and brand asset gence of the Internet, social development; public relations, media and mobile platforms, con- issues management and crisis sumers are completely inundated communications; and event with branded messaging. We call management and promotion; it the “Times Square Effect.” To enable us to provide creativity, break through the clutter, it is consistency and seamlessness in more important th an ever to cre- client programs that flows from ate a holistic plan that is ground- ideation, strategy and position- ed in insights about the target ing through to online media, consumer, from behavior to pas- social communities and tradi- sion points, and then amplify the tional media. Our strategically core message across platforms. located offices in New York, the Kaplow’s K-Drive division is nation’s media capital; fully integrated to reach con- Washington DC, the nation’s sumers everywhere they live. We public policy capital; as well as are focused on best-in-class digi- in Atlanta, Chicago, Brussels, Alexia Foods built on the momentum from its “Reinvent a Classic” cam- tal and social media, creating and Beijing; offer national and paign in 2011 to launch a second campaign to engage fans and top food campaigns that reach consumers international reach and expert- bloggers through a new, reinvented flavor selection housed on the at all relevant touch points ise. Whether engaging loyalists brand’s Facebook page. JSH&A was tasked with recruiting a group of through fresh and creative con- or key opinion leaders, Kellen top food bloggers to develop recipes for a new “reinvented” french fry tent. Our clients include Unilever, professionals work across verti- flavor and calling on consumers to vote for the flavor they would most CVS, Laura Mercier and SKYPE. cal sectors, industry influencers and traditional and social media like to see in stores. The result? A 325% increase in total votes year-over- KELLEN channels to communicate, year and more than double the number of Facebook fans! engage and make an impact. COMMUNICATIONS Nestlé Purina Pet Care, the L.C. WILLIAMS & 355 Lexington Avenue, 15th Floor JSH&A Robert Bosch Tool Corporation, New York, NY 10017 ASSOCIATES ConAgra Foods, Skil Tools, and 212/297-2100 Staples call on JSH&A for cre- www.kellencommmunications.com Member WOMMA (Word of ative social and digital market- 150 N. Michigan Ave., Suite 3800 Mouth Marketing Association) Chicago, IL 60601 , Vice President 2 TransAm Plaza Drive, Suite 450 ing campaigns. Joan Cear 312/565-3900 Oakbrook Terrace, IL 60181 JSH&A makes social and dig- 1100 Johnson Ferry Rd., Suite 300 Fax: 312/565-1770 630/932-4242 ital programming a part of every Atlanta, GA 30342 [email protected] www.jsha.com campaign. Guided by the insight 404/836-5050 www.lcwa.com facebook.com/jshapr and research findings from our facebook.com/LCWATeam Twitter: @JSHAPR twitter.com/LCWATeam in-house new media team, Debra Berliner, Vice President JSH&A carefully crafts 360° Jonni Hegenderfer, CEO & integrated campaigns that con- 750 National Press Building Kim Blazek Dahlborn, President Founder 529 14th Street N.W. and CEO nect with consumers online in , Jim Kokoris, President meaningful and measurable Washington, DC 20045 Shannon Quinn Sherrill Cheryl Georgas, Sr. VP, Deputy 202/591-2439 Executive Vice President General Manager ways. Deanna Killackey, Sr. VP Celebrating more than 20 Francie Israeli, Vice President In an age when everyone is Kristin McCormick, VP, years, JSH&A was named one “tweeting,” “liking” and “pin- Business Development of the top boutique agencies in We believe that great social ning,” it’s essential to break the country (PR Week) as well media or digital marketing cam- through the noise to build mean- A lifestyle communications as a top consumer marketing paigns recognize that there is no ingful relationships with target firm, JSH&A is known for con- agency of the year (Bulldog formula or set solution; that’s why audiences online. necting brands to consumers Reporter). The agency’s indus- Kellen Communications’ profes- L.C. Williams & Associates and stakeholders through its try awards in the categories of sionals specialize in knowing what (LCWA) builds customized, trademarked LIF™Style strate- digital and new media are testa- is new and changing and leverag- well-rounded campaigns that gic approach. ment to its ability to drive ing the right channels to drive make the most of social chan- From highly integrated social impact and achieve business actionable and measurable cam- nels to spur audiences to action. strategy development to mes- objectives. paigns. We develop strategies, From buzz-building through sage mapping, influencer out- As a member of the IPREX content and multi-channel viral videos and attention-get- reach and online engagement, network, the agency works with branding programs for clients ting Facebook or Twitter con- clients like Beam Inc., The partner affiliates in 100 offices ranging from consumer brands, Continued on page 24 Hershey Company, McDonald’s, around the globe. to business-to-business, to not- 0
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Fax: 212/355-6318 charity had to produce a video www.mahercomm.com and get their FB fans to vote on an assigned day. “We provide Susan Bean, EVP, Creative aid and comfort to animals in Catalyst Group shelters, in rescue groups and Robert J. Ricci, Group SVP, Creative Catalyst Group Social even wildlife sanctuaries,” Media explained Founder Eileen Smulson, Operation Blankets of Marina Maher Communications Love (OBOL). “We collect old (MMC) Creative Catalyst Group and new items like blankets, has the urgency of the news- towels, portable shelter and we room in its DNA. Its cross- have received so much support functional social and digital that OBOL has become the Red team is guided by a social media Cross of animal shelters.” pioneer who helped produce the MAYO also tripled OBOL’s fan Web’s largest loyalty program base on FB. for moms. Our team has a MAYO recently participated in proven, award-winning track the American Cancer Society record of activating influencers, Relay for Life in Hollywood, fea- From left to right: George McQuade, MAYO Communications, building communities and turing ABC TV Soap stars from Operation Blankets of Love Founder Eileen Smulson, Brad Smulson, delivering content and cam- “General Hospital.” MAYO pro- OBOL Mgr. and Dave Gilman, General Manager, Hamer Toyota, paigns that spread brand mes- vided photography, corporate Mission Hills, CA. MAYO Communications’ Social Media campaign sages that move consumers social responsibility volunteers won the OBOL Toyota’s “100 Cars for Good” Facebook contest. Also from conversation to commerce. and conducted event TV inter- pictured is mascot “Ginger,” the dog that started it all after being views with celebs and cancer sur- rescued on the freeway. vivors. MAYO MAYO donated away products COMMUNICATIONS to cancer survivors and celebs smart online content strategies, and posted the event on social L.C. WILLIAMS & ASSOCS. Maccabee creates bold and 7248 Bernadine Ave., 2nd Floor networks. MAYO clients partici- pating included Actress Marina 0Continued from page 22 thoughtful social media market- West Hills (L.A.), CA 91307 ing, blogger engagement and 818/340-5300 Anderson (“Desperate inbound marketing campaigns for 818/618-9229 Housewives,” and ex-wife of the clients in categories from health- Fax: 818/340-2550 late David Carradine of the TV tests, to daily interactions with [email protected] series “Kung Fu”); Actress Alexis care and technology to food, law www.mayopr.com our robust network of bloggers, and financial services. Rhee (“Crash,” 2004), and we mine the constantly-chang- Most recently, Maccabee sup- Martial Arts Grand Master Greg ing social landscape to make an Aida Mayo, President Yau and Sun Born Natural ported the launch of Gold’n Plump George McQuade, VP impact for our clients. chicken sausages with a food Products. MAYO used Twitter, Of course, in social media, blogger campaign and partnered Facebook, blogs, Google+, listening is just as important as MAYO Communications, a Tumblr and other social platforms with CollegeHumor for a full service PR firm based in LA talking. Our reputation manage- YouTube-driven PR program for to help publicize the event. ment capabilities rely on moni- since 1995 with offices in New At MAYO Communications, Deluxe Corporation. Maccabee York, Boca Raton, FL and San toring, measuring and minimiz- catapulted the Hazelden iPhone “We don’t guarantee media, we ing negative chatter to keep Diego. MAYO PR offers Social just Get It!”™ app for people in recovery to one Media, blogging, Facebook, conversations focused on the of the Top 10 grossing book-relat- positive. Google+ account setup services, ed apps, alongside The Bible and maintenance and reputation MWW Our staff is immersed in Marvel Comics. The agency was social media and considered management services. Our honored with Promo Interactive’s clients are B2B, B2C and social 304 Park Avenue South leaders in the industry, partici- “Viral Campaign” award for its New York, NY 10010 pating on industry panels on cause platforms including role in OfficeMax’s ElfYourself Today I Can Do Anything, 212/704-9727 how to reach mommy bloggers, launch. Fax: 212/704-0917 contributing “how to” articles to Hollywood, CA with a line of www.mww.com Our Maccabee Analytics prac- apparel with an inspiration mes- our agency blog and managing tice helps clients listen to online daily interactions on behalf of sage. MAYO also provides on Michael W. Kempner, Pres. & CEO interactions while providing camera media training. Our Jared Hendler, EVP, Global clients First Alert, Eureka, actionable intelligence. Another Electrolux, Trex, Snow Joe and clients and services include Director of Digital & Creative hallmark of Maccabee is its net- Services more. government, smart grid technol- work of strategic alliances, includ- ogy, utility companies, nonprof- ing inbound marketing, SEO, Web its, celebrity charity and MWW is one of the nation’s MACCABEE design and online video agencies, Fortune 500 corporations. top mid-sized public relations whose services complement MAYO also brands startups, firms and one of the ten largest 211 N. First Street, Suite 425 Maccabee’s public relations and performs product launches, rep- independent global agencies. Minneapolis, MN 55401 online marketing campaigns. resents musicians, actors, direc- MWW’s award-winning digital 612/337-0087 tors, reality TV shows and TV media practice leverages the www.maccabee.com MARINA MAHER dramas. power of digital and social strat- egy to help our clients engage , President MAYO produced a Social Paul Maccabee COMMUNICATIONS and lead the conversation. In Christina Milanowski, Director, Media campaign winning first Social Media place in the Toyota “100 Cars For our age of real-time, direct com- 830 Third Avenue Good” for nonprofit organization munication, in which brands are Leveraging social media chan- New York, NY 10022 OperationBlanketsofLove.org. defined by online influencers, nels from Facebook to Twitter and 212/485-6800 via a Facebook contest. Each communities of enthusiasts and
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voices of detractors both on and effectively serve the complex winning social media strategies offline, we create compelling needs of clients, as social solu- for national and regional com- stories driven by powerful dis- tions become true business solu- panies such as Show tribution, user-friendly design tions. Named 2011 Global Management and the Fort and continuous measurement to Digital/Social Consultancy of the Lauderdale International Boat optimize our clients’ programs Year by The Holmes Report, Show, as well as law firms, real in order to best compete in real Social@Ogilvy has led award- estate developers, restaurants, time. Our team is made up of winning social media initiatives luxury products and other busi- digital specialists led by ana- for clients around the globe, gen- nesses seeking to connect with lysts, social media and market- erated groundbreaking industry customers and enhance their ing strategists. Execution is car- thought leadership and estab- Web-based marketing. Working ried out by our talented team of lished a worldwide training disci- together with Pierson Grant media planners, creative digital pline. publicists, High Impact Digital designers, copywriters, produc- The practice leverages social delivers creative thinking, ers and programmers. Services media expertise across all Ogilvy thoughtful execution and meas- include: listening analysis and & Mather disciplines, offering an urable results, employing the research, site analytics and extensive list of services within best practices in digital market- measurement, digital strategy, the foundational business solu- ing. mobile, website design and tions — Listening and Analytics; build, web optimization, com- Social Business Solutions; Social PROSEK Prosek Partners Digital Senior munity management and Media Marketing and PARTNERS Vice President Wilson Cleveland. engagement, content develop- Communications; Social ment and production, platform Shopping; Social CRM; Social design, and application devel- Care; and Conversation Impact. 350 Fifth Avenue, #3901 opment. Honored as PR News’ With nearly 600 dedicated social New York, NY 10118 212/279-3115 QUINN & CO. 2012 Digital Team of the Year media experts around the world www.prosek.com and 2012 Digital Agency of the — and another 4,000 digital Year by Bulldog Reporter, experts — the Social@Ogilvy 520 Eighth Avenue MWW helps our clients to mat- team is the largest network of Jennifer Prosek, CEO New York, NY 10018 Wilson Cleveland, SVP, Prosek 212/868-1900 ter more in the digital space by social media strategists deliver- Digital developing specialized digital ing global and local solutions. Fax: 212/465-0849 Thomas Rozycki, Jr., Managing www.quinnandco.com programs that create conversa- Headquartered in New York, the Director facebook.com/quinnandco tion and drive engagement, team is led by John Bell, Global twitter.com/quinnandco delivering business results for Managing Director, and a board Prosek is one of the few mid- linkedIn/company/219984 products, services and brands. of advisors including Christopher sized agencies in the U.S. to Our campaigns have established Graves, CEO of Ogilvy Public have a comprehensive social Florence Quinn, President best practices for the public Relations; Gunther Schumacher, media, digital communications John Frazier, EVP Jim Lee, SVP, Miami Office relations industry and continue COO of OgilvyOne; and and branded entertainment prac- to define how to engage with Brandon Berger, Chief Digital Katie Coleman, Digital Media tice. Our capabilities include Specialist online communities. Officer of Ogilvy & Mather. social media creation and com- For more information, visit us at munication; video production Quinn & Co. combines our social.ogilvy.com or at OGILVY PUBLIC and distribution; branded enter- signature creativity with strate- facebook.com/socialogilvy, tainment; social network market- gic digital media initiatives to RELATIONS www.twitter.com/socialogilvy,or ing and content creation; online develop dynamic and highly www.slideshare.com/socialogilvy. reputation management; web effective integrated PR pro- The Chocolate Factory development; mobile marketing grams. We help clients in 636 Eleventh Avenue PIERSON GRANT and content; and online advertis- Food, Wine + Spirits, Real New York, NY 10036 PUBLIC RELATIONS ing creative and media buying. Estate and Travel achieve their 212/880-5280 We specialize in developing goals. Following are a few [email protected] social media communications examples that best illustrate this www.ogilvypr.com 6301 NW 5th Way and in-house training programs work: We were the U.S. PR firm Ft. Lauderdale, FL 33309 for financial communications behind the worldwide block- Rachel Ufer, Senior Vice 954/776-1999 and professional services firms. buster The Best Job in the World President, Business Development www.piersongrant.com Prosek is also a leader in digi- (Queensland, Australia) viral www.highimpactdigital.com and External Relations tal entertainment. Since 2006, campaign. We increased Unboxd (formerly CJP Digital), Facebook “likes” for a NYC Reaching across all practices Maria Pierson, CEO our digital media and branded condominium building by 200% Jane Grant, President and regions, Ogilvy Public entertainment studio, has been a in three months with a Facebook Relations has been at the fore- pioneer in social and digital design contest that was also front of pioneering ways to tap High Impact Digital, a divi- media, branded content and covered by the New York Times. and realize the power of social sion of Pierson Grant Public online video. Unboxd produces To position Waldorf Astoria media and word of mouth mar- Relations, is composed of early and promotes original web series Hotels & Resorts at the fore- keting. Through our adopters with over ten years of designed to tell clients’ stories in front of the luxury conversation, Social@Ogilvy offering, we skilled Internet marketing expe- a powerful way. Unboxd has we created Luxury Manifesto, a identify the digital channels that rience. The division specializes created and executed award-win- series of online video chats can most effectively reach our in social media marketing, ning digital and social media between the brand leader and audiences — and then provide search engine optimization, programs for IKEA, GE Capital, other world-class luxury brand roadmaps to engage and influ- brand monitoring and Web Hiscox, BMW North America, heads. We increased Affinia ence them. development designed to inte- MINI USA, Trident, Spherion Social@Ogilvy enables the grate online and offline PR. Staffing, NBCUniversal and the Continued on page 26 firm to more efficiently and High Impact Digital crafts Better Sleep Council. 0
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we are able to quickly and effec- and content programs for a tively reach our clients’ target diverse roster of clients. audiences at multiple online As innovators in navigating touch points and successfully the world of social media, we influence their conversations. To offer clients knowledge, insight, do so, we employ online tactics relationships and a deep under- that strengthen the target audi- standing of the constantly ence’s emotional connection with evolving social media sector to our clients’ brands while also assist in developing and execut- ensuring that all communications ing communications strategies. and messaging are on-point and Our team creates and imple- on-brand. ments customized campaigns As experts in public relations, for start-up companies seeking we understand how to build to build awareness in the blo- online communities to activate gosphere as well as established programs and amplify messaging. brands seeking to utilize social We diligently monitor these com- media solutions to engage with munities, and know how to lever- consumers on a deeper level. age our traditional, digital and One of the social tools we pro- Affinia Hotels’ Chief Comfort Officer Chrissy Denihan O’Donovan poses social channels to deploy an early vide is a “proprietary” social with Boo after Quinn & Co. courted the World’s Cutest Dog via Facebook response to any emerging devel- media management and publish- to indulge in the NYC hotel’s pet friendly services. As a result, Affinia opments that can impact the ing tool to assist talent clients to reached 4.6 million Facebook users when Boo posted about his stay. brand (either positively or nega- engage with fans and main- tively). stream media. Our digital strategy group Whether we are targeting abreast of all things digital. develops and delivers engaging influencers, engaging fans QUINN & CO. content that tells our client’s sto- directly, or driving home a RF | BINDER ries and builds communities of brand’s message, Rogers & 0Continued from page 25 brand advocates. The group’s Cowan helps influence the way services include digital and social our clients’ audiences think 950 Third Avenue, 7th Floor media strategies, social media about a brand while nurturing New York, NY 10022 programs, multimedia content and building ongoing dialogue 212/994-7600 marketing and creation, search with affinity groups. When it Hotels’ Twitter followers by www.rfbinder.com engine marketing, measurement twitter.com/rfbinder comes to digital communities, 50%, including media influ- and analytics. we identify the influencers who encers WSJ and T+L reporters. facebook.com/rfbinder linkedin/rfbinder Our clients run the gamut from matter to our clients and build We increased Affinia’s venture-backed start up to global relationships that benefit both Facebook post views by 596% multinational corporations the consumer and the client. with content shared by USA Amy Binder, CEO including edX, Talenti, Abine, Our clients and projects have Today and Hotel Chatter. Our Wines of Germany, Johnson & CyberMonday social-media sale At RF|Binder we believe that included Rdio, Avon Voices, Johnson, McGraw-Hill, Loews, Swarovski, Kraft’s Real Women for Affinia produced 328 new social and digital media plays a and Dunkin’ Donuts. MyAffinia.com profiles and 172 unique and integral role in telling of Philadelphia with Paula bookings. We increased the a brand’s story and communicat- Deen, Sony Pictures Home Facebook “likes” for the largest ing with target audiences. We ROGERS & COWAN Entertainment, Target music mall in Queens, NY by 20% in view the continuously changing exclusives, the launch of the less than six months. We devel- communications landscape as an Pacific Design Center Jennifer Lopez and Marc oped Occidental Hotels & opportunity for us to capitalizen o 8687 Melrose Ave., 7th Floor Anthony Collections for Kohl’s, Resorts’ social media and repu- our core strengths - reaching and Los Angeles, CA 90069 Coca-Cola Ekocycle, Will.i.am influencing audiences. With tradi- 310/854-8117 i.am FIRST campaign, tation management strategy and Fax: 310/854-8106 plan, trained 40 executives and tional media, reporters serve as Blockbuster, Anthony Zuiker’s [email protected] Level 26 Transmedia Series, staff from 13 properties and are gatekeepers, determining whose www.rogersandcowan.com now leading the implementa- story is told and how. Our cre- EQAL, Cambio (AOL & Jonas Brothers joint venture), GRAM- tion. Q&C conceptualized, ative use of digital and social Tom Tardio, CEO implemented and built a channels enables us to have direct MY Awards/Recording Academy Facebook app for Real Estate conversations with these audi- Rogers & Cowan is the lead- social media campaign, Scion Weekly’s Most Influential ences. ing entertainment marketing Reinvent the Wheels web series Woman in Real Estate While we recognize that all and PR agency with offices in and web/mobile widget develop- Competition, which drew more clients have unique objectives, Los Angeles, New York, ment project, among others. than 2,000 votes. To launch EL we always begin our digital and Nashville and London and the AL Israel Airlines’ new social media programming with first leading entertainment firm ROOM 214 Economy Class Plus seating, we an understanding of the client’s to build a social media practice. conceptualized a humorous digital media footprint, with a Our highly experienced team of 3390 Valmont Road, Ste. 214 video campaign depicting peo- focus on answering two WHOs, a professionals is at the forefront Boulder, CO 80301 ple trying to get a free upgrade. WHAT and a WHERE. WHO are of the social media spectrum 303/444-9214 Economy Plus Seating has been the influencers? WHO are the whether we are creating an Fax: 303/865-3759 sold out since the campaign ran. audiences? WHAT are they say- overarching digital strategy for www.room214.com Our entire staff is immersed in ing? WHERE are their conversa- brands implementing platform Jason Cormier and James digital media on a daily basis. tions happening? communications, designing and Clark, Co-Founders Most of our campaigns include By integrating our social and executing comprehensive, inte- social media. An internal digital media talent with our tra- grated social media campaigns Room 214 provides social Digital Media Team keeps us ditional public relations expertise, or creating custom applications media and digital marketing
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PROFILES OF SOCIAL MEDIA FIRMS
solutions for iconic brands and digital content and strategy than free-standing social pro- for clients across all practice companies seeking leadership in across industries, Ruder Finn motions, the firm is having sig- areas/industries. their markets. and RFI Studios provide clients nificant incremental success and Weber Shandwick is trusted Services include social media with a range of differentiated anticipates social programming to handle a range of digital research, strategy, and execu- offerings from our ability to cre- in 2013 to continue trending responsibilities, including tion on all aspects of digital ate digital builds in-house to with its overall revenue social business consulting pro- marketing campaigns. The social activations across all growth. grams, digitally-led campaigns, Boulder-based agency fosters a existing channels. Our breadth brand media programs and high competence culture, con- of experience includes manag- WEBER community management for sisting of a 30-member team ing Facebook communities of 100+ major household names. with in-house expertise to fulfill seven million plus, creating dig- SHANDWICK The firm helps clients address all requirements pertaining to ital builds and engagements that new opportunities and threats online customer engagement span more than 150 countries, 919 Third Avenue online, using data throughout to strategies, digital advertising, developing mobile apps, imple- New York, NY 10022 plan and assess program creative design, video produc- menting geolocation and gami- www.webershandwick.com impact. The firm has a wide tion, blog and mobile site devel- fication and utilizing big and lit- array of digital products and opment, marketing dashboards tle data. Additionally, we have Chris Perry, President, Digital service offers, including a and custom Facebook applica- extensive experience working social crisis simulator, FireBell, tions. with clients on internal engage- Weber Shandwick is a global an award-winning, proprietary Founded in 2004, the compa- ment programs which includes leader in digital communica- application that allows clients ny began by creating unique development of enterprise-wide tions and content marketing. to participate in real-time marketing programs that com- platforms. Our capabilities The firm incorporates the fun- online crisis simulation drills in bined public relations with also include a dedicated health damentals of social media a secure, off the-internet envi- search engine visibility prac- and wellness digital offering to throughout the organization – ronment. tices. As a leader in social help clients navigate the regula- connecting, conversing and col- Weber Shandwick’s Digital media marketing since 2006, tory complexities of engaging laborating to address new practice has received numerous Room 214’s co-founders and with patients via digital chan- opportunities and issues. At the industry awards including PR Group Practice Directors regu- nels. Blending traditional PR heart of the firm’s work is the News’ “Digital PR Firm of the larly contribute to social media and digital expertise, Ruder “incite idea,” a creative trigger Year” and was named a “Top 4 publications, expert speaking Finn takes a holistic approach to so powerful that it drives ongo- Employer for Social Media panels and quarterly trend helping clients create meaning- ing advocacy and engagement Professionals” by Mashable. £ reports. ful content and bring their story to life digitally. 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Having been one of the channels to engage B2C and greeting for those first agencies to establish an in- B2B audiences in a socially viewing your page on house digital practice in 1999, authentic manner. Freestanding odwyerpr.com, Ruder Finn has a longstanding or integrated into an overall visited over 60,000 heritage and extensive experi- communications strategy, the times per month. ence in leveraging digital and firm’s five-step Social social platforms to engage key Methodology (Strategy, Listen, Our database is stakeholders. Our award-win- Build, Engage and Measure) is broken down ning, in-house digital practice, winning client engagements, geographically RFI Studios, has a team of more generating new revenue streams (including your branch than 65 strategists, designers and delivering measurable offices) and by 22 and technologists globally. RFI results for its emerging and specialties such as Studios creates integrated plat- established brands. 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REPORT Are auto companies abandoning car radio? Rumors have been circulating within broadcast circles that several U.S. auto manufacturers have discussed — privately, anyway — the possibility of phasing out AM and FM radio service on their dashboard stereos. Not surprising, this talk has put the radio industry in a state of alert. But now the rumors surrounding this issue are spinning out of control, and few know what to believe anymore. By Jon Gingerich
cussed the future of automobile consumer his editorial that he felt “vindicated” by the ar companies have been getting a technology; specifically, how Internet panel’s candid claims, as radio’s tenuous lot of static recently. Rumors sur- radio and an increasingly digital console future in cars is something he’s been “pre- Crounding radio’s demise from are changing what sorts of content con- dicting … for years.” Rhoads concluded: dashboard consoles have been circulating sumers use inside our cars. “This is the most important ‘unofficial’ for several years, and for good reason. In the audience was Eric Rhoads, Radio announcement in history regarding the The recent popularity of competing Ink Publisher and Chairman of Streamline future of broadcast radio. Though radio mobile listening services like Pandora Publishing. In an editorial he penned sev- broadcasts will be available through dis- and Spotify — not to mention hugely eral days after the event, Rhoads claimed tributors like TuneIn and iHeartRadio, your popular satellite radio services — has left he’d been listening to the panel, until, competition won’t just be in-market sta- many wondering if the AM/FM dial’s according to him, a statement was tions anymore. You will be facing a world days are numbered. allegedly made that literally got him out full of competitors.” It’s a known fact that cars are keeping of his chair. Rhoads’ editorial became the most pop- radio alive. About 50% of all radio listen- The statement was made by Thilo ular in Radio Ink’s history. Thousands ing takes place in cars. Increasingly long Koslowski, Vice President and Practice linked to the article via blogs and social commutes in metropolitan areas — where Leader at Gartner Research, who is media channels. But almost as soon as it commuters in Sussex, N.J. or known as an expert on automobile tech- was released, readers began doubting some Fredericksburg, VA now spend an average nology. of its veracity. of 37 minutes getting to work every day, Here’s what Koslowski allegedly said: One group who questioned the state- according to media research firm Arbitron “AM and FM are being eliminated from ments alleged in the editorial was none — have had the unintended consequence the dash of car companies within two other than General Motors itself. The edito- of boosting listening time for an otherwise years, and will be eliminated from the rial was so popular GM issued a statement dying medium. Bill Burton, President of dash of all cars within five years.” on the matter, claiming the editorial came the Detroit Advertising Group, has as a “surprise” to GM executives, long referred to cars as “radios on and that the company still views wheels.” AM and FM radio as “a significant Given these statistics, it makes source of news and entertainment.” sense that members of the radio The car giant assured the public it industry have a vested interest in will continue to offer radio in their ensuring radio use in U.S. automo- cars. biles doesn’t become a thing of the The statement continued: “We past. can’t speak for other automakers, Crossed wires but to be clear, GM has no near term The rumor mill really began to plans to eliminate AM and FM from rattle in March, though not due to GM vehicles. We are committed to a disappointing industry report or providing consumers innovative an automaker’s announcement services that dramatically enhance about upcoming changes to car Nothing but talk? Though no official statement in the industry has the driving and riding experience. stereo systems. Instead, what been made to suggest it, some radio professionals are worried We expect AM/FM radio to be one awakened the talk of AM/FM that several U.S. auto manufacturers may be considering remov- of the choices consumers have in becoming a thing of the past in ing AM and FM radio options from their cars. our vehicles.” cars was the result of something Soon after the event, Ford fol- far more human in design: a sim- lowed suit, and spokespersons ple misunderstanding. Rhoads claimed that upon hearing this, allegedly called Radio Ink to similarly In early March, Radio Ink, a broadcast- he “went to the stage, apologized for inter- promise their support for radio. ing industry trade publication, held its rupting, and started cross-examining the Setting the record straight annual Convergence conference in Santa panel to find out what they really meant.” Four days after the GM press release Clara, California. One panel at the confer- In his ensuing editorial — titled “A Cold Rhoads retracted his editorial, claiming ence, moderated by Greater Media Vice Harsh Reality for Radio” — Rhoads he’d made the mistake of quoting materi- President of Program Development Buzz reported that the panel reiterated “… al from his memory of the event rather Knight, featured an executive at Gartner, a automakers see no need to continue to put than from a transcript, and admitted he popular tech research firm, as well as a radios in cars,” in part because “… young didn’t confirm what was said with either representative from the Silicon Valley people don’t use radio anymore.” offices of General Motors. The panel dis- Instead of disbelief, Rhoads claimed in 0Continued on page 39
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Are auto companies abandoning car radio? How to make B-roll and interviews for TV news There’s an art to pitching interviews and B-roll for the morning news. This process begins with marketing and communications pros asking themselves: what do television stations need to get television stations focus on local news. interviews and video on-air? They typically pull in national news from network feeds unless the story By Susan Apgood impacts their local coverage area. So, if you can find a local twist for your Good storytelling incorporates a pitch, and you know your video is n late 2012, we conducted an infor- strong human element. For example, unique, meaning the stations can’t sim- mal survey with a number of televi- if you are working with the American ply get it on their own, you will be that Ision stations in the top-50 media Diabetes Association on the latest cam- much closer to getting your story on the markets to find out their specific con- paign to fight type 2 diabetes it is not air. tent needs and priorities for video con- enough to offer a sound bite with the Pitch a strong, single angle. Keep tent, including pitching satellite inter- director of the organization. If you in mind, television views, bites and B-roll. want your pitch to turn into a television news stories and The biggest headline to emerge from news package, you may need to find a interviews move our study is that 77% of those we spoke family to illustrate the day-to-day quickly ranging with currently do satellite media tours struggle with diabetes, to witness the anywhere from 30 to and use bites and B-roll from third par- fear of a family member losing a limb 90 seconds. They ties. We found that regardless of market or his or her eyesight because of the need to focus on one size, all stations are seeking to air the disease, or to see the limitations a child important news most relevant, topical and newsworthy faces when diagnosed with diabetes. angle, be told con- content. Viewers relate to the circumstances cisely and in a visu- Simply stated, if what you are pitch- of other people as they see the story ally memorable Susan Apgood ing fits those criteria, stations will like- through their eyes. They share in their way. ly be receptive to reviewing it. In fact, joy, sorrow, triumph, or tragedy. Formulate a unique and com- if a story meets the guidelines, it will Finally, such stories can also add the pelling pitch to override the cost. If make their very hectic jobs easier and important ‘can’t get elsewhere’ benefit you are pitching an interview for a that is a good thing to enhance the rela- which is yet another selling point to sta- satellite media tour, remember satellite tionship. tions. time costs money. Stations don’t want Taking a step back, how do you know Be different, but relevant to com- to book interviews they can’t use. The if the story you are pitching is even mand attention. Don’t underestimate onus is always on the content provider right for television, rather than radio or the value of the little known and sur- to assemble a pitch so targeted and print? prising or if it’s broadly entertaining. compelling that television stations will It may seem obvious. The one big We know stations want to be number immediately see the urgency and bene- difference with television is video, and one in their markets. National shows fit to their viewing audience. But, the power it holds to capture viewers are competing with every other viewing remember, once you sell a producer on simply can’t be underestimated. Words option for your attention. To be suc- your interview, it normally has to be and sound are important, but moving cessful, news producers and directors cleared with a news director or some- pictures are potentially the most impor- are charged with making sure viewers one who is watching the newsroom and tant attribute when it comes to televi- come and viewers stay. production budget. sion. Lewy Body Dementia, is a little So, what can we take away from Try turning down the volume and just known, degenerative brain disorder these producers and news directors? watching the visuals. Then close your that, surprisingly, affects an estimated First, content that tells a strong and eyes and just listen to the sound. 1.3 million individuals and their fami- visual story is always king. Nothing creates a more impactful story lies in the United States, but is widely Second, your pitch to them has to be than both elements, strategically com- underdiagnosed. Interesting, but not not only very relevant and newsworthy bined. that compelling on its own. The Lewy to their viewers, but it also needs to be So, let’s look at the six most impor- Body Dementia Association, wisely a unique story or new angle, and some- tant elements of pitching television: maximized a unique opportunity when thing they are unlikely to get else- Think about the visuals. Unless you they formed a timely, strategic alliance where. are working with a well-known celebri- with the Starz Network’s critically- Third, resist the urge to push your ty, there is nothing duller than a talking acclaimed original television series, brand too hard. Get the story to knock head. So, before you pick up the phone “Boss,” after the lead character, por- their socks off, and your brand will get to pitch, you need to figure out what the trayed by Golden Globe and Emmy the credit. If you can sell your pitch in visual elements are going to be that will Award-winning actor Kelsey Grammer, those terms, you just might see your make your story compelling. was diagnosed with the disease. story on morning news shows around Remember, television is about viewer- Look for local angles if you are the country. ship, and creating memorable images pitching local television stations. It Susan Apgood is Presient of News that reinforce good storytelling. should come as no surprise that local Generation in Bethesda, MD. £
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FEATURE New broadcast strategies for PR pros Radio and TV coverage doesn’t result only from the pitch. It comes from leveraging information against today’s news cycle, selecting are furnished with helpful clues ahead of powerful voices, and developing a knack for opportune timing. conducting interviews. By Aric Caplan Even the most astute PR specialists are obliged to always ask themselves and a reporter, they should ask for clarification, clients whether the latest broadcast news oday’s PR professionals must be and never presume they know where an pitch passes the “who cares?” test. As a mindful of the mechanics involved interviewer is heading. matter of fact, journalists have a news agen- Twith conducting interviews that PR consultants must always stay vigilant da not an industry, strike a balance where top-line messaging to help clients remain on message. The days political, advocacy, either survives or fails at the hands of an are long gone when experts could effective- legal, public health or interviewer. My counsel starts with think- ly debate what matters in the role of “the scientific one. Do not ing more like an interviewer, and speaking generalist” or compete as an all-purpose presume that an inter- without sounding rehearsed. Also, know the network or cable news contributors. viewer will support ground rules for each broadcast appearance. Nowadays, pundits have to own the issues. your talking points, ask Regrettably, those of us who have either Oh, sure, they are knowledgeable and to mention your web- worked in radio or TV newsrooms or respected authorities in their field. site or make the plug served as show producers can attest to Regardless they have to bring their A-Game for your product or leg- Aric Caplan many incidents where newsmakers were to broadcast media by identifying and con- islative concerns. Don’t unaware with whom they were pre-inter- veying why their respective experience is wait for an interviewer viewing, exactly what, if any, their politics relevant, newsworthy and timely. to ask. They won’t. Even though they have were, who any challenging panelists would Recently, a distinguished principal in agreed to an interview, journalists expect to be, and whether the format would be a Democratic policy circles in Washington, achieve their editorial goals by addressing debate or a one-on-one interview. They D.C., asked me what he should say when the perceived concerns of their viewers and seemed oblivious to the expected length of addressing a large Capitol Hill rally. After I listeners. For that reason, be prepared to the segment, whether the discussion would conceded that he certainly knew the issues coach your client, their surrogates and other be live or “tape” recorded, and when it better than I did, he still pressed for an validators to use “bridging” techniques to would be slated for broadcast. One might answer. So, I advised that he needed to ensure the focus is preserved and all direc- doubt whether they were even inclined to emphasize the why; to do so would more tives are met. My favorite messaging ask. However, it’s important to stay alert to profoundly engage thousands of activists in bridges are: “I’m not sure about that, but the process as few opportunities are attendance instead of telling them simply what I do know is ...” “That’s a common straightforward news features. Therefore, what he was expected to communicate. misunderstanding ...” and “The facts in our PR folks must prepare clients to always Emphasizing the why also transforms audi- state show something altogether different conduct themselves as though the camera is ences into stakeholders, and motivates ...” rolling, the microphone is hot, the tele- viewers and listeners to act. The most per- One of the most underestimated but phone line is on-air, and the interview has suasive approach positions the facts as they invaluable results of any broadcast inter- begun. Similarly, broadcast interviews can relate to diverse communities and affect view is obtaining an “air check,” or record- begin suddenly and could equally end local businesses, jobs and the economy. ing of the interviewee in action for future abruptly. In addition, be advised when con- Considering everything that PR invests review. It should come as no surprise that ducting radio interviews, cell phones and in messaging and training ahead of strategic many of the most successful on-air profes- headsets are never broadcast quality. broadcast interviews, some journalists may sionals and broadcast consultants critique Landline phones are more reliable. be better prepared than others to conduct themselves or pay others handsomely to Although energy levels may be consider- them. Either way, you had better be pre- evaluate their performance. It is never too ably higher during live broadcast inter- pared. As a result, take what I call the late to start collecting video clips, MP3 views, newsmakers’ answers must always “80/20 rule” seriously, and make it your audio or podcasts of ones’ recent inter- be succinct and delivered in less than 30 first rule of thumb. Every broadcast pitch views. seconds. They ought to approach every should be written for the 80% of reporters If broadcast PR had five commandments, interview as though it were live to ensure and producers who — by no fault of their they might look like this: always appearing poised. Consequently, as own and possibly due to media consolida- Prepare spokespeople for radio and TV an advocate on behalf of high profile, high- tion — were too busy, overworked or without sounding rehearsed. stakes issues and advocacy, PR pros must understaffed to either prepare thoroughly Think about your subject or focus using urge CEOs, diplomats, Congress, scientists, for the interview or to become more con- the discretion of an interviewer. and others in the spotlight to be conversant versant on your issues. Ahead of time, con- Approach every news appearance as on the issues that involves proficiency at sider providing the reporter two or three though it were being conducted live. delivering real news value while simultane- suggested interview questions with which Relate to your desired audiences either ously exhibiting shrewd listening skills. your spokesperson wants to answer. Sure, locally or using demographic relevance. Those talents are indispensable for helping 20% of reporters and producers could be Review and evaluate your performance spokespeople to know when they have well primed on the news, central arguments after conducting broadcast interviews. answered the question, and to stop talking. and controversies. Nevertheless, PR profes- Aric Caplan is President of Caplan And, in the event they do not understand sionals cannot go wrong when broadcasters Communications in Rockville, MD. £
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New broadcast strategies for PR pros Live streaming for public relations Broadcasting live video content over the Internet has changed the face of public relations. Cameras and microphones on tected page are another way to promote computers, tablets and cell phones makes just about anyone these and attract an audience. Take advantage of built-in audiences a video producer. Or does it? By Kevin Foley such as Facebook and other social media platforms like Google+. They are event. Is the spokesperson a compelling not only a great way to promote your here’s a big difference between representative of the topic? Often times, live stream, but they can also house the streaming video produced with PR pros come up with a great message, stream. Location, location, location is Tstrong production values and and then think any spokesperson will be just as important in something that reminds you of your high able to deliver it, which isn’t always the the digital realm. school cable access show. There’s also a case. Create a tab on big difference in the audience for each Because audiences respond in real Facebook and of those. time during the stream, you’ll need embed the stream. For the very few uninitiated, stream- spokespeople who can think on their This works well ing video has been around for 15-plus feet and who are comfortable talking to to keep barriers at a years and has evolved into a highly a camera. Remember, your audience minimum. For effective communications tool for pub- isn’t a typical journalist with typical example, fans on lic relations professionals. A digital questions. You can, of course, ignore Facebook see you Kevin Foley video signal is routed through servers questions, but you can also have fun are running a con- and can be viewed live by anyone you with them. While there are ways to steer test, click on a tab, want to reach. the conversation, the organic nature of and then join the conversation. Include This sounds simple and it is. It gets a the web needs to be allowed to take Facebook ads to increase attendance. little more complicated, however, when place. Determine your goals ahead of time. you have to decide who you want to For example, we conducted a recent Is your objective to gain likes for the reach and what impression are you try- live video Facebook chat with a brand’s Facebook page? Then make ing to make. NASCAR superstar. We decided ahead users like your page before then can While traditional media like televi- of time to filter the live questions view the content. Is your goal to drive sion and radio let you target your audi- through our agency and the brand’s PR traffic to an online contest? Don’t ence by market, digital media allows team before sending them to the talent “likegate” your page, but make sure the you to target by demographic. This is a to answer. spokesperson mentions where to enter very important distinction often over- He discussed NASCAR, of course, and what the prize is. looked by practitioners when it comes and worked in brand mentions. His fans, Choose a partner that understands the to broadcast public relations. “Eyeball though, asked some off topic questions, entire live streaming process. It may tonnage” doesn’t necessarily equate to which we sent through after approval sound simple, but there are a number of effective communications, especially from our client. When he was asked a moving parts and places where things when it comes to streaming video. “boxers or briefs” question, the audi- can go wrong. Your partner should be There are two main types of live ence loved it. able to advise you on platforms where streams, chats and events. An event On the Internet, it’s important to your stream can be hosted, Facebook ads could be a news conference, new prod- remember conversations are a two way if needed, relevant analytics for your uct or service unveiling, or a presenta- street. It’s an opportunity for the brand project, and how to reach your goals. tion of new initiatives. Since events are to show its personality. Obviously, a So, how do you explain all this to your more of a one way communication tool, “boxers or briefs” question won’t work boss or your client? If you’re trying to we’ll concentrate on the second type of for all brands, but in this case, it really compare analytics from a live stream to live streams, the chat. showed the audience that the brand live TV, don’t. Live TV will always get Chats are streaming video conversa- could have fun just like them. you bigger numbers. You’ll be able to tions between spokesperson(s) and Tone is an important element of a say that live TV in Chicago reached a audience hosted on a web site, micro streaming chat. People want to be spo- potential audience of millions. Most live site, Facebook account, YouTube chan- ken with and not at during a chat. While streams get nowhere near that number. nel, or similar platform. messaging is important, like all such What you do get with a live stream is Users can ask the talent questions communications, the audience doesn’t engagement. The computer is in front of live. In real time, the talent will be able want a commercial. Make sure the each audience member and all of their to respond while on camera. You have spokesperson has their call to action, friends are just a click away. They can the option to incorporate supporting but that he or she really talks to folks. immediately visit your brand’s website graphics, video, etc. as needed. But Live streaming chats aren’t just for or react to the call to action. This isn’t avoid the trap of using graphics as a celebrity spokespeople. From her desk, just background noise; they are taking crutch. If it’s not compelling, don’t use your CEO can chat live with investors, part and becoming your brand ambassa- it. employees, customers, and stakehold- dors in the digital sphere. As in any PR tactic, you must match ers. Virtual press conferences with Kevin Foley owns KEF Media spokesperson, topic, and platform to the invite-only media on a password pro- Associates, Inc. in Atlanta. £
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then twenty production pack- ages (SD & HD). We have D S SIMON experience in shooting for a diverse client base and we are PRODUCTIONS well known for our video edit- ing and incorporating graphics 229 West 36th Street, 9th Floor to create a more engaging video. New York, NY 10018 In our downtown office we 212/736-2727 have a 20’ x 25’ studio (green Fax: 212/736-7040 screen) which is perfect for one [email protected] & two camera SMT’s, webcasts, and live interviews. We are con- D S Simon is a video communi- nected by fiber and satellite for cations firm that helps organiza- either HD or SD tape feeds. In tions and brands secure more expo- 2008, we built an ISDN Audio sure for their products, initiatives Suite for radio media tours and and events with broadcast, online radio spot production. and social media. The firm helped pioneer Internet The D S Simon camera crew took to New York Harbor for Macy’s on Big Shoulders will help to strategize and effectively pro- Media Tours, has created award- July 4th to get an exclusive look at the holiday spectacular from the winning viral video production and tugboat positioned next to the barge hosting the display. Footage of duce all broadcast PR tactics. Including: B-roll packages, content distribution campaigns, and the event was seen on NBC’s Rock Center with Brian Williams. media fulfillment, viral videos, recently created a syndicated pro- SMT productions, RMT produc- gram division with the launch of tions, highlight reels, PSA pro- “The Best of CES” hosted by all professional production and ductions, internal communica- Mario Armstrong which aired BIG SHOULDERS post productions needs in the tions, interactive webcasts, and nationally including on stations in Midwest. From creative con- multi-camera events. Our New York, Chicago and Los DIGITAL VIDEO cept to final delivery, we pos- clients include Fortune 500 Angeles. D S Simon has trade- PRODUCTIONS sess all the elements needed to companies, PR agencies, associ- marked its PRketing® approach, accomplish the best results. ations, broadcast TV networks and is an official newsroom source Our crews, producers, edi- and reality TV shows. of the RTDNA. The John Hancock Center tors, artists and staff represent Celebrating its 26th year, the 875 N. Michigan Ave., Suite 3750 company’s headquarters and HD Chicago, IL 60611 over 100 years of combined pro- BOSSERT & fessional content creation and Broadcast studio are in New York 312/540-5400 with offices at The National Press www.bigshoulders.com distribution experience. That COMPANY, INC. coupled with the most advanced Building in Washington, DC, Los Brad Fox, Brian Plante, VPs HD and SD video production 56 Bogart Street, #4E Angeles, Chicago and Houston. Its Leslie Weinger, Account and post production equipment Brooklyn, NY 11206 award-winning video blog Manager makes for a combination that’s 917/751-9281 www.vlogviews.com receives impossible to beat. [email protected] more than 150,000 hits per month. Big Shoulders Digital Video Big Shoulders Video has five www.bossert.tv For more information visit the D S Simon website at dssimon.com. Productions is your source for staff camera crews and more A video production company serving the public relations industry for over 20 years, now GOURVITZ specializing in Satellite Media COMMUNICATIONS Tours. Television and radio sta- tion producers trust us to deliv- er content that their audiences 875 Sixth Avenue, Suite 1708 want. They take our calls when New York, NY 10001 we pitch. 212/730-4807, ext 11 We counsel our clients on 310/569-5602 their approach, write station Fax: 212/730-4811 alerts, pitch stations, write sug- www.gourvitzcommunications.com gested questions for reporters, Twitter: @gourvitzcomm media-train our spokespersons facebook.com/gourvitzcommunications to deliver their message effec- tively, produce in studio or on Paul Gourvitz, President-NYC location, provide tracking and Robert Gourvitz, Producer-L.A. follow-up reports. If you want to get your Gourvitz Communications is spokesperson on 20 stations in 4 now in its fourth decade as a pio- Chris Faulkner, CEO of Breitling Oil and Gas, discussing “Green hours from anywhere in the neer in the broadcast public rela- Fracking” from one of his wells in Enid, OK, during a 25 station SMT. world please contact Robin tions business. Back in the 80’s Bossert, [email protected]. when The VNR was “all the rage,”
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PROFILES OF VIDEO & BROADCAST FIRMS
Gourvitz Communications was es to two full-time editors and four producing top quality broadcast- edit bays. What separates us from quality packages. Times have the pack is that Gourvitz editors changed and we have adapted, are available twenty-four hours a coming up with new production day, seven days a week. If you can techniques like the Co-Op SMT in reach us, we can edit. There isn’t which a variety of companies a facet of post-production that we combine to promote their products can’t put together. Whether you using one studio and one want a clip reel or a sizzle reel or a spokesman. Along with Peter b-roll package or a commercial, Hoffman and Greg Sullivan we we can put it together. Recently also came up with the interactive we put together some sizzle reels media tour (IMT). This innova- for top products and companies tion lets us book top websites who such as Dove, Arm&Hammer, conduct interviews with a wide Axe Foe Men, Dolce&Gabbana, array of celebrities and get an or Old Spice. actual video interview that they Gourvitz Communications has can put on their site. Our inter- also expanded its West Coast oper- views have an UVPM of 20 mil- ation, working exclusively in Los lion. What you see is what you get Angeles with HD Vision, produc- here at Gourvitz Communications. ing Satellite and Interactive Media Gourvitz Communications' Peter Hoffman poses with Jordin Sparks We promise good interviews on Tours, with major celebrities such at Excedrin Media Day. top sites and that’s what we give as Nicole Richie, Odette Annable you. and Kate Walsh, Steve Nash, Our most recent invention Damon Wayans Jr., and Paula allows companies to hold press Patton. Linda Buckley, Co-President Amy Burton, VP, Business MEDIA CONNECT conferences for media members Of course, Gourvitz continues Development who don’t have to leave their to provide top camera crews and Dwight Woods, VP, Media desks. We call it the Virtual Press studios to videotape your media Relations 301 E. 57th Street, 4th Floor Conference. events, interviews and media Jim Ethridge, Dir., Digital Media New York, NY 10022 If you want a company that tours. 212/583-2718 knows how to work with some of We provide everything you [email protected] the top names in the worlds of need. From tech support to lights The most trusted name in www.Media-Connect.com entertainment and sports, Gourvitz to catering, just put your event in broadcast and digital media serv- Communications is a good place our hands and we will get it done. ices, KEF Media partners with our Brian Feinblum, CMO, SVP to go. Here are some of the names If you want a company that has agency and corporate clients to that GCI has worked with in the four decades of experience work- produce and deliver results that Media Connect, a division last few months: Allison ing with major corporations, trade matter. of Finn Partners, a Ruder Finn Williams, Sophia Vergara, Eva associations and government We have built KEF Media from Co., has been serving clients Longoria, Jordin Sparks, Molly Gourvitz Communications is the the ground up over 26 years since 1962. The firm is known Simms, Cake Boss Buddy place to go. Frigidaire, Electrolux, through long-term relationships for delivering broadcast service Velasco, Jay Bilas, Dwayne Wade, Unilever, NRG Energy based on credibility and honest to the entertainment, book pub- and Doug Flutie. Corporation and the Consumer counsel. lishing, healthcare, association, If you want a company that only Electronics Association. We offer a full range of cus- and corporate worlds. hires TV-savvy professionals to New services coming in 2013 tomized electronic communica- Specialty services include the headline their co-op SMT’s will be productions filmed in tions services including SMTs, B- Satellite TV Tour (15-18 local Gourvitz is the place to come. Our Spanish and placed on Spanish roll, PSAs, RMTs, ANRs, Internet TV interviews from one location stable of “experts” all know their speaking stations. We also are Media Tours, secured media, in- in a single morning), a trade- subject matter and can deliver a coming up with a variety of new market media tours, multi-media marked service; national and message the way Segment ground tours with unique place- press releases, webcasts, podcasts, local television and radio servic- Producers want. Whether it’s ment opportunities. micro web sites, corporate film es and the trademarked Morning Mark Schlererth talking about As the world of Broadcast and video productions, commer- Drive Radio Tour (guarantee of food and football, Elizabeth Public Relations expands and cials, special events and much 20-22 interviews with local and Werner talking about toys, Jamie adjusts to the new rules for PR, more. national radio shows in one Sorcher or Michael Garfield talk- you can be sure Gourvitz will not In early 2012, we moved to our morning). Our targeted online ing about Hi-Tech gear, Rudy only be ready, but will have new 10,000 sq. ft. headquarters in media campaign generates cov- Maxa talking about travel, or already changed the rules in your Smyrna, Ga., just eight miles from erage with influential blogs and Allison Rhodes-Jacobson about favor. downtown Atlanta and 25 minutes top Web sites. safe products for the family, our from the Atlanta airport. In addi- We have generated media for: people are as good spokespersons KEF MEDIA tion to housing production and Janet Evanovich, Jeff as you are going to get for your media services, we now offer a Foxworthy, Price-Chopper, products. 1,000 sq. ft. production studio. Jamaica Tourism, Judge Judy, What really separates Gourvitz 1161 Concord Road KEF Media will once again be Consumer Reports, People, 1- from the pack is its placement and Smyrna, GA 30080 serving clients during the 2014 800-FLOWERS, Zoosk, Motion distribution capabilities. GCI 404/605-0009 Winter Olympic Games in Sochi, Picture Association, American books only top markets, guaran- www.kefmedia.com Russia. We have worked with Twitter: @kefmedia Heart Association, AAA, Orbitz, tees secured placements and uses fb.me/kefmedia sponsors and clients at many Lonely Planet, Hilton Hotels, legitimate audience numbers. Olympic Games cities dating back President Jimmy Carter, If you want hi-tech editing Kevin E. Foley, Founder & CEO to 1984. For information on the Random House, McGraw-Hill, facilities, we have it. Gourvitz has Yvonne Goforth-Hanak, Co- services we are offering in Sochi, Sports Illustrated, St. Martin’s expanded its video editing servic- President contact Linda Buckley. Press, and Simon & Schuster.
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PROFILES OF VIDEO & BROADCAST FIRMS
MediaTracks’ staff brainstorms ideas for McDonald’s National Susan Bridges, Host of NewsWatch. Hiring Day campaign.
Travel,” “Cedar Fever” for prehensive monitoring reporting, ourselves to the highest standards MEDIATRACKS Zyrtec, and GSK Abreva’s “Cold measurement and analysis, along with both our client and station Sores.” Our client roster includes with easy-to-use tools, executive partners, and our unparalleled suc- COMMUNICATIONS AstraZeneca, Alzheimer’s briefing services, and expert cus- cess rate speaks for itself, as does Association, UPS Store, Forest tomer service. the satisfaction of our clients who 2250 E. Devon Ave., Suite 150 Labs, Walgreens, Takeda, News Data Service (NDS) is a consistently return to us for suc- Des Plaines, IL 60018 Arby’s, Sanofi Pasteur, Novartis, corporation comprised of over 30 cessful radio and television cam- 847/299-9500 MetLife, Purdue Pharma, Dole, national and regional media moni- paigns. [email protected] Arm & Hammer, Kraft, Coca- toring companies that combine www.mediatracks.com Cola and McDonald’s. We share their resources to provide the best NEWSWATCH long-term agency relationships media monitoring solutions. NDS Shel Lustig, President and its affiliate companies are Reed Pence, VP with Burson-Marsteller, 10875 Main St., Suite 212 Edelman, Fleishman-Hillard, among some of the most estab- Fairfax, VA 22030 lished media monitoring compa- Next week, radio will reach GCI, GolinHarris, Hunter, 703/359-5480 nies in the world. 240 million listeners. We want Ketchum, Ogilvy, Porter [email protected] NewsWatchTV.com them to hear your story. Novelli, Ruder Finn, W2O Group, Weber Shandwick, and NEWS For 24 years, MediaTracks Ed Tropeano, President Communications has worked more. MediaTracks has also pro- GENERATION, INC. with PR professionals to craft duced and syndicated the 40-seg- NewsWatch (newswatchtv.com), clear, engaging messages that get ment Merck “Milestones in a monthly and weekly national tele- Medicine” national radio series 7508 Wisconsin Ave., Suite 300 heard on air and online to sup- Bethesda, MD 20814 vision show on the History Channel port your brand. As producer and and “A Healthier World,” a and ION Network, specializes in weekly national radio feature for 301/664-6448 syndicator of the award-winning [email protected] fully integrated video distribution national radio programs, Radio Pfizer, Inc. www.newsgeneration.com on national television and social- Health Journal and Viewpoints, www.broadcastnewsresource.com ized digital media. We provide an we deliver guaranteed placement NEWS DATA twitter.com/newsgeneration affordable and high quality outlet to ANRs with tangible, measurable SERVICE facebook.com/newsgen reach millions of households across results. Our experienced, acces- facebook.com/broadcastnewsresource the nation on more than 60 full- sible Chicago-based team con- power broadcast stations nects with major market stations 29 Hopkins Rd. Susan Matthews Apgood, (newswatchtv.com/distribution.html) President and national networks every day Plainfield, NH 03781 , including the top 40 markets. Our to communicate your message 708/949-8407 production team will transform [email protected] News Generation is a public via ANRs, custom news feeds, your SMT or VNR into a premium www.newsdataservice.com relations services company that RMTs, PSAs or podcasts. Our news package with guaranteed air- Twitter: @newsdatasvc specializes in broadcast media rela- expertise also extends to targeted ings. So contact us today to be on tions. By custom designing and placement in both the Hispanic the next episode of NewsWatch! Dave Vergin,VP, Sales & personally pitching all projects, and African American markets. Business Development Solid, long-term relationships clients earn targeted, high quality PLUS MEDIA, INC. with repeat clients demonstrate radio and television media place- For more than 15 years, clients ments at a very efficient price, and our proven record in healthcare, and monitoring providers have consumer, corporate, public stations and networks consistently 20 West 23rd Street, 3rd Flr. chosen the premier broadcast mon- New York, NY 10010 affairs, high tech and not-for- receive newsworthy content. itoring solutions of News Data Radio services include: radio 212/206-8160 profit fields. Service (NDS). Supplying near Fax: 212/206-8168 Radio media tours with con- media tours, audio news releases, real time television news monitor- audio bite lines, and public service [email protected] sumer product messages have ing in all 210 U.S. DMA’s and [email protected] included Best Western’s “Spring announcements. Television servic- www.plusmedia.com radio in over 100 markets, NDS es include: satellite media tours and offers the deepest national and b-roll packages. Media training for Natalie Weissman, VP, Sales The May issue of O’Dwyer’s will profile regional broadcast monitoring spokespeople is also available. All Andrea Goldberg, Sales Exec. our top ranked independent PR firms. If available in the U.S. services are available in English you have participated in the O’Dwyer In addition to broadcast TV and and Spanish. PLUS Media’s team is a group rankings and would like your firm to be radio monitoring, clients receive Our media relations team is the of passionate, creative and client- listed, contact Editor Jon Gingerich at News Data Service solutions across most experienced, knowledgeable focused industry professionals. 646/843-2080 or [email protected] all media types; Print, Online and and responsive team working in Through creativity, flexibility and Social Media. NDS provides com- media relations today. We hold journalistic savvy, we consistently
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PROFILES OF VIDEO & BROADCAST FIRMS
deliver top markets and ensure that Partner our clients’ ROI is not only met but Matt Adam, Executive Director surpassed. With over 25 years of experience in Broadcast PR, PLUS Taylor Productions handles a Media has the passion, know-how wide variety of domestic and inter- and commitment to deliver on its national assignments in the sports, promises. lifestyle, and entertainment space. Services include: Single & Co- From branded online content and Op In-City Media Tours; TV live streaming to b-roll packages Satellite Media Tours; Radio and sizzle reels, Taylor Productions Media Tours; Radio News delivers your message to the right Releases. audience — on strategy and on tar- get. PREMIERETV Conveniently located in the iconic Empire State Building, Taylor Productions offers a state- 429 Santa Monica Blvd., Suite 300 Santa Monica, CA 90401 of-the-art broadcast facility featur- 310/899-9090 ing an insert studio and client- [email protected] friendly AVID edit suites. The www.premieretv.com department is managed by a former network producer with more than Shayne Fraeke, CEO 13 years of experience in the field; For 25 years, PremiereTV has creative, production and post-pro- delivered exceptional broadcast duction work is handled by a versa- publicity and video production tile staff. services throughout the U.S. and Taylor Productions’ client roster across the globe. We pride our- includes the world’s most recogniz- selves on providing peerless quali- able and admired consumer brands. ty, unyielding professionalism and With a diverse network of content superior customer service. Our creators, production crews and stu- clients agree — PremiereTV main- dios, they have strategically placed tains an astonishing client return their resources to handle a wide range of assignments in a timely rate and our business has grown Washington Independent Productions producer Sue Stolov takes a fashion — coast-to-coast and exponentially through word-of- break atop Tower 4 of the new World Trade Center complex with mouth and referrals alone. worldwide — at marquee events, from major sports venueso t crew (Kathryn Zimmerman and Rick Patterson) while interviewing PremiereTV specialties include: veteran William Plotner for the U.S. Army video Hire a Veteran: Satellite Media Tours, Radio Media Hollywood red carpets. Obstacles & Solutions. Purpose of video is to knock down hiring Tours, Audio News Releases, On- Air Radio Promotions, B-roll WASHINGTON obstacles that prevent wounded veterans from getting jobs. Packages / “Highlight Reels,” ENG INDEPENDENT crews / Event Coverage, Press mote. Our strength is in making emails with “click here” video Conferences / Press Junkets and PRODUCTIONS complicated issues, simple. links. Whether you are doing International Services. Winner of more than 25 indus- same day shooting and distribu- With a team of highly experi- 1819 L Street, NW, Suite 100 try awards, WIP strategizes, pro- tion or a longer format HD video enced PR, television, and news pro- Washington, DC 20036 duces and distributes videos, b- shot in several cities, we use the fessionals, PremiereTV’s media 202/638-3400 roll feeds, TV/Radio PSA’s, mul- latest technology to get your relations experts are trusted by the sue@washingtonindependentpro- timedia news releases and HTML message across and out. £ top television and radio outlets, ductions.com resulting in the best line-ups for www.washingtonindependentpro- your satellite or radio tour. If your ductions.com talent is halfway around the globe, if you need to cover an event in a Susan Stolov, President remote location, or if you need a ‘highlight reel’ for your next meet- Share. Post. Tweet. Tell a ing, we have the knowledge and friend. Washington Independent resources to manage the production Productions produces and dis- and orchestrate the PR. tributes videos that make people Contact us today and learn how talk. That’s what makes us dif- we can exceed your expectations. ferent. WIP puts issues, ideas and products on the nation’s agenda TAYLOR on behalf of associations, PRODUCTIONS Fortune 500 companies, PR firms and government agencies. Our strategy: To impact your Taylor Productions handles a wide variety of domestic and interna- The Empire State Building audience with powerful video tional assignments in the sports, lifestyle, and entertainment space. 350 Fifth Avenue, Suite 3800 that gets your message across and Based in New York City, this full service production studio’s core New York, NY 10118 achieves goals. Raw and web expertise ranges from digital content creation and corporate mar- 212/714-1280 keting videos, to location shoots, satellite media tours, sizzle reels, www.taylorstrategy.com ready or for the big screen. Our videos raise money, and post production. Bryan Harris, COO & Managing explain a cause, teach or pro-
ADVERTISING SECTION 3 APRIL 2013 3 WWW.ODWYERPR.COM 35 Aprilmagazine_Layout 1 4/1/13 11:15 AM Page 36
OPINION Professional Development
agreed, as the company’s fortunes Apple becomes PR lemon ascended. By Fraser Seitel Likewise, Tim Cook has remained CEO’s personal well-being. aloof from the media, but now the com- Rather than Apple’s miserable public pany’s stock and reputation have steadi- ote to Tim Cook: Just shut up! relations improving when Tim Cook ly declined. In the meanwhile, Apple’s Every time Apple’s no longer took over in August 2011, it has only adversaries — most particularly self-pro- Nnew CEO opens his mouth, the gotten worse. moting, hedge fund manager David stock goes down. (Full disclosure: I own So much so that with Apple’s stock Einhorn — are given free rein on CNBC the stinkin’ stock!) down 35% in six months, investors have to bad mouth Apple any time they want. Cook took over the world’s most begun calling for the CEO’s scalp. With no resistance from the company — respected high-tech franchise for the What can the confused Cook do to and little pushback from CNBC anchors iconic Steve Jobs a prevent the ignominy of getting canned — Apple enemies pontificate unchal- year-and-a half ago. and having to slink away with nothing lenged. After riding a resid- but his $378 million compensation Such unanswered and constant criti- ual crest of post- package as comfort? cism can’t help but hurt the company, no Jobs approval, the How ‘bout these for starters: matter where the truth lies. The public new CEO has Lose the defensiveness relations axiom is that, “silence grants presided, shocking- By all reports, Steve Jobs was one of the point.” Apple’s silence, accordingly, ly, over the disman- the most arrogant human beings ever to suggests the firm has no answer for its tling of the Apple grace the planet. He was vindictive to critics. Ironically, in his only major TV Fraser P. Seitel has reputation and the competitors, abusive to his employees, interview with Brian Williams for NBC’s been a communications crumbling of the and, according to Apple’s chief designer, “Rock Center,” Apple CEO Cook came consultant, author and Apple stock. didn’t bathe! across as a smart, approachable, down- teacher for 30 years. How did this But Jobs was also brilliant, so the mar- to-earth fellow. He is the author of the So all Tim Cook would have to do is Prentice-Hall text, The happen? ket looked the other way when it came to Practice of Public Was it inferior the CEO’s personal loathsomeness. ask for airtime on CNBC, and his mere Relations. products? No, Tim Cook, on the other hand, while appearance — even if he revealed little Apple’s products are thankfully not as arrogant as Jobs, also — would at least indicate that Apple is still the envy of the world. doesn’t possess the aura of “brilliance” willing to discuss its plans, explain its Was it inferior service? No, Apple’s that protected his predecessor. He’s had a culture, and answer its critics. stores and personnel are still the model tough time in recent months proving he’s Again, Jobs could get away with media of enthusiastic competence and even “competent.” The fiasco over the invisibility; Cook can’t. Buy a blazer professionalism. premature release of Apple Maps was just Was it increased competition? Not one example of the company appearing to Which leads to Tim Cook’s primary really. Sure competition has increased falter on Cook’s watch. problem as Apple CEO; He ain’t Steve — especially from the Samsung Galaxy Despite his un-Jobs-like record, Cook Jobs. And never will be. SIII phone — but Apple is still the dom- appears every bit as defensive as his Somehow, Cook is convinced that he inant force in a market that has ample predecessor. Like Jobs, he avoids the has to act like a Jobs’ clone to be respect- room to grow, particularly in China and media and spurns disclosure. When he ed. Jobs famously presented Apple prod- India. does open his mouth, he is perceived to ucts, always dressed in a black turtleneck Was it an inflated stock price? Again, put his foot in it. Analysts carp about sweater and black denim pants. Cook not really. Apple’s price/earnings ratio – Cook’s chilly conference call to explain presents Apple products in black denim which generally measures the market’s last quarter’s earnings, when Apple pants and a black shirt; evidently believ- “valuation” of a company — is a paltry recorded revenues of $36 billion and the ing that switching the shirt for the turtle- 10, compared to Google’s 24, IBM’s 14, stock got clobbered. neck suggest a break with the past. or General Electric’s 17. Even the hope- Similarly, this month when Cook It doesn’t or at least not enough. less Dell has been awarded a 9 P/E by appeared at a Goldman Sachs conference Why not present like an adult, take a the market. to respond to comments that Apple risk — even, if you’ve got the nerve — So what has caused Apple’s stock to should share some of its $137 billion cash purchase a blue blazer! Anything to tumble? hoard with shareholders, his defense of break the deleterious chokehold of the Two words: Public relations. the company’s strategy — to essentially Steve Jobs’ legacy. Apple, one of the greatest marketing “trust it” to use all that money wisely — Apple’s stock slide and reputational companies of all time, has never been drove the stock even lower. falloff are largely “man made,” and the known for good public relations. Clearly, the company’s tone that under “man” who deserves most of the blame Steve Jobs was a marketing genius but Jobs was perceived as “arrogance,” is is its new CEO. lousy when it came to public relations. considered “defensiveness” under Cook. Tim Cook needs to be his own man. He Jobs was well known for his dictatorial And it ain’t workin’. should get more aggressiveness with the control, secretiveness and arrogance. Meet the media media, change his tone, change his look, Apple famously refused to share any Steve Jobs rarely deigned to be inter- and let the financial community and the details of the founder’s health, even viewed by hoi polloi in the media. He public understand why he was clearly the though the company’s fortunes and obviously thought it beneath him, and man to replace the great Steve Jobs. stock price were materially linked to the his Apple enablers single-mindedly He should also bathe regularly! £
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Guest Column
Resetting the Vatican’s PR continues to haunt the institution. It’s time By Richard E. Nicolazzo to make all clergy accountable for their the same problem, albeit on a smaller scale, behavior. when it represented the Society of Jesus 3. Stop the Secrecy. One of the most ere’s the Vatican’s massive crisis (Jesuits). The Society was drawn into the common mistakes in any crisis is secrecy. communications problem in a public maelstrom over the occurrence and Perpetuating the centuries-old way of doing Hnutshell: handling of pedophilia cases involving cler- things inside the Vatican breeds mistrust. After being accused of improper conduct gy in the Archdiocese of Boston. The report referenced by La Repubblica is with priests, Cardinal Keith O’Brien, The Jesuits, long noted for producing a good example. Allegedly, when it was Britain’s highest-ranking Catholic leader, some of the Church’s leading theologians given to the Pope, it was stamped announced in February he was resigning and educators, staffed three preparatory “Pontifical Secret.” Instead of burying it, and wouldn’t take high schools in New England. Allegations maybe the new Pope should release this part in the conclave to of sexual abuse had been raised about a document to the public as an example of the elect the next Pope. number of Jesuit priests, in particular, one type of “cleansing” that signals a new era. What does the who coached young boys at Boston College Getting the facts, taking responsibility, and Church say? High School. being transparent are key steps in address- The Vatican con- Instead of ducking the matter, the Jesuits ing a major crisis. firmed that O’Brien stepped up and took responsibility. 4. Get Outside Help. Having become so had resigned as Leadership of the N.E. Province created a insular, the Church continues to struggle Archbishop of Saint hot line inviting anyone to call who might with a meaningful solution to this human Richard E. Nicolazzo Andrews and have been impacted by the priest in ques- tragedy and PR nightmare. Like any institu- is managing partner of Edinburgh, but insist- tion. At one point, the Jesuits stood by tion, when systematic problems linger for Nicolazzo & school leadership at a press conference Associates, a strategic ed the accusations years and years, outsiders can often provide communications and against him had noth- where every question was addressed and an objective perspective and lead the way crisis management ing to do with his answered. The Jesuits also offered psycho- out of the darkness. firm headquartered in quitting. Really? logical counseling for the victims, their 5. Name an Effective Spokesperson. I Boston, Mass. In my view, given families and anyone who might have been have no doubt that Rev. Lombardi, who is what’s happened to impacted as a result of the abuse. They dis- often quoted, is an honorable priest put in a the Church over the past decade statements played humility, kindness and sympathy. difficult position. However, the Church like this lack transparency and credibility, It turns out that as far back as 1987, the should put someone in front of a micro- and infuriate Catholics around the world N.E. Province adopted a formal policy for phone who can actually say something who are trying to see the light at the end of dealing with cases of sexual misconduct. In meaningful about this issue. Start simple: this dark and disturbing tunnel. 1994, the policy was further amended and instead of eloquent stonewalling, say some- The O’Dwyer’s website ran a monthly strengthened to adhere to relevant state thing like “… As an institution, the Church poll on its home page asking the question: laws. will not tolerate any illegal or illicit behav- “who needs the most PR help this month: While the scrutiny of the Boston ior by members of the clergy. One’s posi- the Catholic Church, L.A. Police Archdiocese continued for years, the tion in the Church hierarchy does not mat- Department, European meat producers, Jesuits’ recognition of the problem and ter. We are going to be transparent.” Chris Brown or soda makers?” Not surpris- commitment to take immediate remedial 6. Change the Model. The Church con- ingly, the winner was the Catholic Church action took the media spotlight off their tinues to adhere to celibacy and won’t allow (36%). Province in a matter of weeks. women to say Mass. Decades have rolled The respected Italian newspaper La What lessons from the Jesuits matter can by with the Church stuck in the past. Would Repubblica has reported that Pope Benedict be applied to Rome? Here are six ideas that, any practicing Catholic (not the men with XVI resigned after receiving the results of in my view, can begin to change the tide. the robes and hats inside the Vatican, but an internal investigation (delivered in a 1. Take Responsibility. The first step in the people in the pews) actually object to 300-page, two-volume dossier) that laid any crisis is to take responsibility. While the letting priests get married? My hunch is it bare a sordid tale of blackmail, corruption Church has settled a number of lawsuits would be a very low percentage. As Frank and gay sex inside the Vatican. and established counseling centers for vic- Bruni wrote in a New York Times op-ed on Naturally, Rev. Federico Lombardi, tims, there is an air of arrogance and lack of February 26, “…The pledge of celibacy Vatican spokesman, refused to comment on accountability for the behavior of the clergy that the Church requires of its servants is an the report. at the Vatican. They must admit to wrong- often cruel and corrosive thing. It runs This comes in the wake of a grass-roots doing. counter to human nature. It asks too much.” campaign orchestrated by parishioners to 2. Clean House. The Church has been The institutional and communications shame another Cardinal, retired Los too reactionary. Gratuitous PR toward vic- tasks facing the Church are multi-layered, Angeles Cardinal Roger Mahony, into tims further demeans them and leaves per- complex and emotionally charged. While refraining from taking part in the manent psychological scars. Pope Francis improving communications is a good start, conclave because of his alleged role in pro- has an opportunity to take more decisive it will not be a panacea for a meaningful tecting sexually abusive priests. Mahony, action, even defrocking priests, monsi- turnaround. However, it will be a powerful who is testifying before a grand jury, main- gnors, archbishops, and cardinals suspected first step and clear message to the 1.2 to 1.3 tains he will participate in the conclave and of any type of illegal or illicit sexual behav- billion Catholics globally. vote. ior, or for hiding the behavior of others. As Change in the Catholic Church can’t More than a decade ago, my firm faced things now stand, the “dribble-out” effect come soon enough. £
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FEATURE Media Workshop Social media drives conversation at CatalystCon Social media was at the forefront of the sold out, three-day an overwhelming success. Not only for the CatalystCon East sexuality conference in Arlington, VA. sex industry but for social media and its By Abby Rose Dalto influence in changing perceptions and spreading ideas,” said Gustafson, who all through a session’s unique hashtag, spoke on a panel discussion on sex in the eld March 15-17, Founder and which is invaluable.” media with Sherri Shaulis, a senior editor Organizer Dee Dennis described “I was deeply impressed by the fore- at AVN and N’jaila Rhee, a marketing pro- HCatalystCon as a “melting pot of thought of the organizers to set aside fessional and freelance journalist. Other sexuality,” where sex educators, activists, Twitter hashtags for the participants to session topics at the conference included sex bloggers, health advocates are united use,” said Steve Gustafson, Contributor online activism, body image and sexuality, to “inspire exceptional conversations and Weekly Columnist for erotic writing, homophobia in communi- about sexuality.” According to Dennis, 411mania.com. “These were used ties of color, sex and disability, and digital the conference is about “reaching out throughout the conference to great piracy. and stimulating those who attend to cre- effect. It was forward thinking like this In addition to using Twitter and ate those important conversations in that will set apart CatalystCon from the Storify, Dennis and her staff are also their own communities, changing how average sex-related expo. Twitter is the active on Facebook, distribute an email we as a society talk about and treat sex- ideal social networking platform for an newsletter, and publish a blog on the uality.” event like this and the use of organized CatalystCon site (catalystcon.com). In Social media played a huge role in hashtags allowed participants to not the weeks leading up to the conference, fostering those conversations, and was only share ideas but to coordinate infor- they posted a series of Q&A blog posts fully integrated into the event. mation. I saw a number of Twitter fol- called “Speaker Spotlight” to give speak- “CatalystCon is all about sparking com- lowers exchanging website links, infor- ers and panelists the opportunity to dis- munication,” said “Jezebel,” Co- mational videos, and suggestions with cuss being a catalyst in their own words. Founder of ESC Forever Media (esc- one another. Days after, people are still Dennis also promoted the event by forevermedia.com), the team behind staying in touch with one another thanks appearing on various radio shows and CatalystCon’s social media, “so our goal to the planning of the organizers. I can’t online podcasts, such as Life on the is to encourage and facilitate conversa- stress enough how impressive this is Swingset and Sex Out Loud with Tristan tions among attendees, speakers and and crucial to future conference expan- Taormino. Taormino then brought Sex sponsors and with those who aren’t able sion.” Out Loud to CatalystCon and held live to attend the conference.” tapings of interviews throughout the Conference announcements weekend. came from the official Twitter The fundamental principle account (@CatalystCon) and behind CatalystCon is that “knowl- attendees could post com- edge is power and sharing that ments and questions using the knowledge is the first spark in ignit- hashtag #ccon. The Twitter ing change,” said Dennis. “I created usernames of all speakers this conference to make it possible were published on the for everyone to see that we all have CatalystCon website and a voice and all of those voices are announced at the start of each valuable. The power of social media session. The social media makes it possible to even further team also created individual amplify those voices and become hashtags for each session, catalysts for change.” keynote, workshop and spe- The conference drew attendees from cial event. After the confer- CatalystCon East Opening Keynote Panel (left to right): Ducky around the U.S. and Canada and as ence, all of the best tweets Doolittle, Dr. Hernando Chaves, Jessica Drake, Mireille Miller- far as Sweden and the Netherlands. were rounded up and curated Young, PhD, Tristan Taormino. “At CatalystCon, everyone is wel- on Storify to “tell the story of come, everyone is respected, and CatalystCon” which will be Photo: Tyler Keegan Grigsby, www.tylergrigsby.com everyone is encouraged to share available on the website. their knowledge and experiences,” “CatalystCon does one of the best With 350 attendees and others follow- said Dennis. “Everyone has something to jobs I’ve seen integrating the confer- ing at home, the hashtag #ccon was tweet- offer, and the more participants, the bet- ence and its participants and sessions ed so many times it became a trending ter the experience — for everybody.” with social media,” said Tristan topic on Saturday evening. Dennis tweet- CatalystCon will return to the west coast Taormino, author, sex educator and ed from her personal account September 27-29, 2013 at the Warner radio host, who presented two sessions (@DeeDennis): “Happiness is seeing Center Marriott in Woodland Hills, CA. at the conference and also moderated your conference trending on twitter,” Dr. Joycelyn Elders, former Surgeon the Opening Keynote Address. “I can adding that she especially never expected General of the U.S. Public Health Service search each session I do afterward and to be trending alongside Sarah Palin. under President Clinton, is confirmed as read quotes and audience feedback — “I would have to grade CatalystCon as Closing Keynote Speaker. £
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direction he elicited in his editorial. It can find a way to make money doing CAR RADIO’S FUTURE UNCERTAIN could simply be that Rhoads came to so. the correct conclusion through the “Even if it’s being delivered through Continued from page 28 0 wrong means. different methods, we still think radio There’s the iRoc, a new in-dash will continue being distributed. stereo unit that contains no radio but Whether it comes through apps or an IP the speakers or the car companies men- instead, allows users to simply plug an device, you’ll be still able to get radio.” tioned in the editorial. iPhone or iPod directly into the console Rhoads also debated the notion dis- The primary misquotes were attrib- and use it as they would at home or in cussed on the panel that younger uted to Koslowski. After listening to the office. Chevy’s MyLink system Americans don’t listen to radio, refer- video taken of the panel, here’s the claim now allows users to control their ring O’Dwyer’s to a recent Arbitron sta- Koslowski actually made that caused iPhones remotely, either via a touch- tistic that says otherwise. Rhoads to take notice: screen interface or with the use of voice “Radio is strong among baby “The changes we are talking about, commands.The Porsche Boxster Spyder boomers and older people, but our sta- they will actually really happen over the and Cayman models don’t have stereos tistics bear a much bigger story than next couple of years. They are beginning at all (this is intended to reduce the that. Ratings show radio is growing and to now, kind of bloom in certain areas … car’s weight, however, and is not a is strong among young consumers. And but eventually you will see this every- response to lack of consumer demand if they take radio out of cars, there will where. The challenge that I see is radio for in-car listening). Other models, like be a backlash.” listening in the car [sic] consuming con- Pioneer’s AppRadio 2, comes equipped That brings Rhoads to his final point. tent is not going away but the way you with a litany of apps and also attaches Only time will tell if Rhoads’ predic- do this and the platform that you use, to a smart phone, but still has a radio. tions on radio’s future become reality. platform meaning the technology that I Regardless of his recent mea culpa, Ultimately however, he believes it will use in order to get to that content will be Rhoads doesn’t dispute that the indus- be consumers — not the car companies very different.” try is still moving in a direction away — that will make that call. When Rhoads asked Koslowski to from radio. Indeed, Rhoads told “I think the bottom line is consumers elaborate on his statement, the video O’Dwyer’s that prior to the conference, are going to drive this issue. Car com- captured Rhoads saying the following: he’d spoken with at least one auto panies still have to make sure they “… everything’s gonna go to IP and industry insider who told him that one embrace their customers. Radio is still you’re gonna pull that AM and FM auto maker has discussed the idea of engaging audiences, and if they take receiver to save twelve cents out of each phasing radios out entirely within the radio out of their cars, there will be car ... Do you think that’s likely to hap- next few years. Rhoads said the man many people who will respond nega- pen?” who made this claim was bound by a tively. If it comes down to literally sav- Koslowski answered him by stating: confidentiality agreement not to reveal ing pennies by not putting transistors in “Absolutely. I think you will see that which car company had said this. In his their cars, that decision could hurt them happening.” now-infamous editorial, Rhoads also by driving some consumers away.” £ Rhoads then asked: “When will that said he heard “a rumor that Ford and PR News Briefs happen?” Toyota both believe AM/FM should be Koslowski then replied with what was left out of their new cars.” 5W FIGHTS NYPD later reinterpreted into the ominous the- “Radio is continually under attack WATCHDOG sis of Rhoads’ editorial: “That will not because there’s always a new technolo- 5W PR is handling police pushback over New York happen over the next five to ten years, gy coming along that threatens to City Council president and leading mayoral candidate but past that absolutely.” replace it,” Rhoads told O’Dwyer’s. Christine Quinn’s support for an inspector general to The problem, Rhoads admitted in his “I’m not a regulation guy, but if people serve as an independent monitor over the activities of retraction, was that he “thought Mr. in the auto industry are at all consider- the 35,000-member New York Police Department. The firm represents the 11K-strong Sergeants Koslowski has stated that the changes ing doing something like this down the Benevolent Assn., which today ran full-page ads in would occur within five to ten years road, people in the radio industry need the Wall Street Journal, Daily News and New York when he actually said that it would not to talk to them and let them know why Post taking Quinn to task for her backing of the happen within that time frame but some- keeping radio is a good idea.” watchdog. time thereafter.” One reason it’s a good idea, Rhoads The ad blasts Quinn’s position as “political pander- Questions remain ing at its most reprehensible.” It says the NYPD said, is the safety radio provides in an “already has the most oversight of any police depart- Even if Rhoads did misquote emergency. ment in the nation” in “addition to numerous media Koslowski during the Convergence “During Hurricane Sandy, when the outlets that consistently chronicle the department panel, one might make the observation power went out, the only means of daily operations.” New York police commissioner Ray Kelly and that the same claim still comes through communication many people had was Mayor Mike Bloomberg oppose the monitor. Kelly in the corrected, transcribed text: big their radios,” Rhoads said. “Some peo- believes “another layer of so-called supervision or changes are coming to the automobile’s ple stayed in their cars just so they monitoring can ultimately make this city less safe,” treatment of radio listening. Maybe not could hear about what was happening while Bloomberg promises to veto and inspector gen- eral bill. now, maybe not in ten years, but in their community.” Quinn and the four top Democratic candidates for AM/FM’s days may be numbered. Rhoads also believes a strong market mayor support the independent watchdog as a way to Indeed, some technology on the mar- viability for radio remains. Data pack- curb abuses in the NYPD’s “stop and frisk” strategy. ket today already seems to suggest that ages and streaming subscription con- The SBA claims “the answer to stop question and even if his quotes were wrong, Rhoads tent will be an alluring incentive for car frisk likes not in an inspector general but rather in the value of education.” is still correct in asserting that the companies to continue bringing radio industry may be pushing in the very services to the dash, especially if they
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WASHINGTON REPORT FTI acquires D.C. lobbying shop
TI Consulting has acquired Washington lobbying and gov- ernment affairs shop C2 Group to bolster its public affairs Foffering. C2, led by former George W. Bush Aide Jon Cline and tax lobbyist Tom Crawford, added 12 staffers to FTI in the capital. The firm said it had nearly $7 million in 2012 lobbying rev- enue, but terms of the deal were not disclosed. Its clients include Comcast, AXA, 7-Eleven, PepsiCo and Yum!Brands. Ed Reilly, global CEO of FTI’s strategic communications operation, said clients “more and more” require direct advoca- cy for legislative and regulatory goals. “the dean” of insurance government affairs. Crawford of C2 said gridlock in D.C. has pushed lobbying AIA is the trade group of about 300 insurance companies that firms to move toward PR and public affairs. “With the gridlock write more than $100 billion in premiums each year in categories we see, there’s not a lot of legislating that’s happening,” he told such as auto/property insurance, workers’ compensation, med- the Washington Post. “A lot of lobbying firms have decided we ical malpractice and product liability. £ need to be in the communications space.” FTI, which is based on K Street in D.C., said C2 will work under its own name during a transition period and will remain Podesta starts Global Solutions in its 7th Street headquarters. Jackson Dunn heads Americas public affairs at FTI. £ ashington-based lobbying and PR shop Podesta Group has created a new company focused on global risk, Hinton merges D.C. shop with Wnew market strategy and communications consulting led by former U.S. ambassador to Mexico, Arturo Sarukhan. Mercury Founder and Chairman Tony Podesta said rapid change in the global landscape sparked the new operation, Global Solutions, aren Hinton, a progressive PR pro and seasoned which will guide strategies for entering new markets, gauging Democratic hand, has merged her Washington firm, political risks and communicating to global audiences. “Our plan KHinton Communications, with Omnicom’s Mercury/Clark is to reside at the intersection of trade, economics, politics and & Weinstock. diplomacy” by using technology and strategy, he said. Hinton, who has worked with the amazon Defense Coalition to Sarukhan, a digital media savvy diplomat, was Mexican rap Chevron's human rights record in Ecuador and handled crisis Ambassador from 2007-13 and earlier in the Mexican Foreign support for stock research firm Gradient, takes a managing direc- Service before advising and serving as International Spokesman tor title with the firm. for Mexican President Felipe Calderon. Podesta, a veteran She was acting assistant secretary for Democratic PR strategist and lobbyist, pointed out that he was public affairs at the U.S. Dept. of Housing the first D.C.-posted ambassador to use Twitter in an official £ and Urban Development during the capacity. Clinton administration and handled press for the Democratic National Committee Glover Park counts A123 and ex-Rep. and Agriculture Secretary Mike Espy. lover Park Group reps Wanxiang America Corp., the U.S. Hinton Mercury has also added former Rep. unit of the Chinese auto parts company, which purchased Denny Rehberg (R-Mt.) as Co-Chairman Gbankrupt advanced electric battery maker A123 Systems and Erick Mullen, senior staffer to Sen. Chuck Schumer and for more than $250 million. Reps. Steny Hoyer and John Dingell, as a Managing Director.£ That transaction triggered howls of protest from U.S. lawmak- ers and military officials concerned about the potential transfer of technology to the Chinese. ‘The Dean’ returns to AIA A123 received more than $250 million from the U.S. Dept. of Energy as part of the federal stimulus program. Joe DiGiovanni returned to the American Insurance Assn. The State of Michigan lavished $125 million in tax credits to on April 1 after a dozen years. He took a position as Senior A123, but the state’s attorney general Bill Schuette asked the PVP for State Affairs. bankruptcy court on March 6 to disallow the transfer of the tax He departed the VP-PA position at Liberty Mutual Group, break to Wanxiang. where he headed that property and casualty insurer’s 50 state out- WAC argued that all of A123 rights were transferred to it as reach effort. part of the acquisition. DiGiovanni, prior to moving to Liberty Mutual, spent 21 years GPG’s team includes Joel Johnson, who was President at AIA, leaving as Chief of its State Government Affairs Clinton’s Senior Advisor for Policy and Communications; Susan Operation. He began his career at the Massachusetts Division of Brophy, a member of the Clinton-Gore transition team and Insurance, where he held administrative assistant to the commis- former head of Time Warner’s Public Policy office, and Alex sioner and director of consumer services posts. Mistri, ex-special assistant to George W. Bush, work the WAC Leigh Ann Pusey, President/CEO of AIA, called DiGiovanni account. £
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International PR News Edelman reps Saudi Arabia Singapore taps F-H
delman is providing creative services and strategic ingapore’s Washington embassy is ironing out a two-year counsel to Saudi Arabia’s permanent mission to the contract with Fleishman-Hillard with a fee capped at EUnited Nations. S$420,000. The purpose is to promote the Kingdom’s interests among The Omnicom unit will assume responsibilities for message key groups within the world body and to U.N. observers. development, media relations, management of “as it happens” There is no written contract between the two parties, news and social media counseling. F-H is to be on continuous call according to Edelman’s federal lobbying filing. to respond to coverage of the city-state and will write speeches for An unsigned “letter of intent” dated Jan. 25 provides a embassy staffers. timeframe for PR services from Dec. 19, 2012 through the A quarterly media analysis is required to detail the volume/tone end of this year. There are also two “statement of work” of media coverage, share of types of media, orders. identification of most prominent Singapore voices and recommen- dations to influence future press. F-H will report to Ashok Kumar The first (Dec. 19 to Jan. 19) calls for development and Mirpuri, ambassador, and Jerome Lee, first secretary and commu- production of 300 brochures for a fee of $30,000. The sec- nications counsel. ond (Jan. 21 to Feb. 28) is for book development/giveaways, Singapore’s foreign ministry has been making the rounds of video production, event backdrop development and strategic Washington this week, assuring policymakers there is no link counsel for a $160,000 fee. between its Institute of Microelectronics and China’s Huawei Rahima Abdul Rahman Abdullah, Special Advisor to the Technology, which has been deemed a national security threat to Saudi ambassador, is Edelman’s contact at the U.N. the U.S. for its connection to the Chinese military. Edelman has assigned 14 people to its Saudi team, includ- A U.S. engineer who was working for IM was found hanged in ing Jere Sullivan, Vice Chairman-PA; Michael Holloway, his Singapore apartment in June. His family claims he was mur- Senior VP; Tyler Suiters, VP-International Affairs, and dered because of a tie to Huawei. Singapore denies any transfer of Libby Fiedler, Senior Account Supervisor. They are based in technology to Huawei and is sharing the results into the death New York, Chicago, Washington and San Mateo. £ probe with the FBI. £ 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.
Ruder Finn, Inc., New York, NY, registered March 19, 2013 for VIA Rail Canada, Vancouver, BC, to provide strategic counsel and media relations.
42West, LLC, Los Angeles, CA registered March 7, 2013 for Serial Enterprises Limited, Wanchai, Hong Kong, for outreach to U.S. newspaper and magazine editors to persuade them to publish articles about the Beijing International Screenwriting Competition.
Covington & Burling, LLP, Washington, D.C., registered March 1, 2013 for Embassy of the Grand Duchy of Luxembourg, Washington, D.C., to provide advice regarding the U.S. Foreign Account Tax Compliance Act ("FATCA").
Gephardt Group Government Affairs, LLC, Washington, D.C., registered March 7, 2013 for Republic of Korea, Embassy, Washington, D.C., to provide strategic advice, lobbying, and government relations services. 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.
Brownstein Hyatt Farber Schreck, LLP, Washington, D.C, registered March 22, 2013 for PricewaterhouseCoopers LLP, Washington, D.C., for assistance with issues related to partnership agreement.
Greg Lankler LLC, Washington, D.C., registered March 22, 2013 for Northrop Grumman Corporation, Falls Church, VA, for fiscal year 2014 defense authorization and appropriations for Air Force programs.
Watson Green LLC, Washington, D.C., registered March 21, 2013 for Nestle USA, Washington, D.C., to support of legislation to liberalize planting restrictions on pumpkins.
Hallmark Cards, Inc., Kansas City, MO, registered March 19, 2013 for Hallmark Cards, Inc., Kansas City, MO, for continuation of Saturday mail delivery.
APRIL 2013 3 WWW.ODWYERPR.COM 41 Aprilmagazine_Layout 1 4/1/13 11:16 AM Page 42
To be featured in the monthly Buyer’s Guide, PR Buyer’s Guide Contact John O’Dwyer, [email protected]
SEARCH ENGINE OPTIMIZATION MEDIA & SPEAKER TRAINING WEBSITE DEVELOPMENT
Monument Optimization, Washington, DC. 202/904-5763. john@monument Impact Communications, 11 Bristol Place, optimization.com; www.monument Wilton, CT 06897-1524. (203) 529-3047; At Point, Inc., P.O. Box 361, Roseland, NJ optimization.com. John Stewart, President. cell: (917) 208-0720; fax: (203) 529-3048; 07068. 973/324-0866; fax: 973/324-0778. [email protected]. Jon Rosen, President. [email protected]; www.atpoint.com. While we specialize in search engine BE PREPARED! Impact Commun- Mick Gyure. marketing, we are more than just an ications trains your spokespeople to SEO firm. We blend a variety of mar- At Point provides the services of successfully communicate critical keting tactics to maximize the effective- developing websites and managing the messages to your targeted audi- ness and return on investment of Internet operations of businesses, both ences during print, television, and search engine campaigns. small and large, that do not have the radio news interviews. Your cus- We excel in non-traditional search tomized workshops are issue-driven experience or the resources in-house marketing environments where the and role-play b ased. Videotaping/ to perform these functions. next steps are rarely obvious and there critiquing. Groups/privately. Face- Clients receive personalized and are not any existing models to copy or to-face/telephone interviews/news high quality customer service, solu- fall back on. conferences. Private label seminars tions that fit their budgets, and the Since every client’s situation is for public relations agencies. assurance of At Point’s reliability. unique, we focus to understand their Make your next news interview specific needs and create customized your best by calling Jon Rosen, solutions that accomplish their goals Impact Communications. Over 30 online. years of news media/training expertise.
PR JOBS - http://jobs.odwyerpr.com
Dir. of Public Relations & Editorial
The Stephen M. Ross School of Business at the University of Michigan is a dynamic, distinctive learning community that is consistently ranked among the world's leading business schools.
The Director of Public Relations (PR) & Editorial leads and manages a team that is responsible for utilizing earned and owned media to achieve overall school and client-specific goals for the Ross School of Business. This person and his/her team will cre- ate and disseminate content that is meaningful, rel- evant, and compelling to a sophisticated and global audience of business leaders and decision makers (e.g., prospective and current students, alumni, cur- rent and prospective donors, corporate partners, and media).
He/she will be an expert in the utilization of public relations, search, and social media to create and share compelling content that (1) organically reach- es audiences searching for the right information at the right time, and (2) is available and distributed via owned media, (e.g., website, blogs, brochures, magazines). This position will enhance the school's reputation by presenting Ross - and its research and intellectual capital - as the expert and go-to source for help and information. This person will work closely with the marketing communications team to execute integrated communications that will deliver on established strategies established by the brand management team. He/she will work with the marketing analytics and research team to develop and monitor success metrics to evaluate each deployed tactic.
To apply, please visit: http://umjobs.org and apply to position 78191.
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