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Vol. 24, No. 9 Sept. 2010 CONTENTS

EDITORIAL VERONIS PREDICTS PR Politicians are using the construction 6 18 REBOUND FOR 2011 of a mosque in lower Manhattan to While recovery is expected to be cement their own political agendas. slow, PR and word-of-mouth marketing are poised for modest growth in 2011. CONSUMERS, COMPETITORS DERIDE INTERNET PACT 10 Google and Verizon have unveiled 8 the details of their future intentions in a BAD HAIR DAY joint policy proposal to Congress. 19 A PR firm helps the Oxygen chan- nel kick off the season premier of STUDY: TABLETS COULD HELP its newest show by staging a ‘battle royal’ SAVE MAGAZINES hair styling tournament in Times Square. iPads and other e-reader devices 9 could create as much as $3 billion in sub- scription revenue in the next three years. PROFILES OF BEAUTY 22 AND FASHION PR FIRMS PR, MEDIA FAULTED FOR 16 AIDING IN ‘BEAUTY BIAS’ 10 Does the $200 billion-plus beau- Cover and insert photos RANKINGS OF BEAUTY by Michael OShea ty business perpetuate a double stan- 27 AND FASHION PR FIRMS dard for women in today’s society? www.odwyerpr.com Daily, up-to-the minute PR news MAGAZINE CLOSURES SLOW IN 2010, SO FAR 11 WASHINGTON REPORT While newsstands aren’t seeing 32 new magazine titles like they used to, fewer are going out of business like they were in 2009. COLUMNS BRANDS TEMPT FEMALE BLOGGERS WITH ‘SWAG’ Corporations have begun ‘paying 12 28 PROFESSIONAL DEVELOPMENT off’ bloggers with large amounts Fraser Seitel of freebies in the hopes of getting on the EDITORIAL CALENDAR 2010 good side of a key influencer market. 29 FINANCIAL MANAGEMENT January: Crisis Comms. / Buyer’s Guide Richard Goldstein February: Environmental & P.A. THE PROS (AND CONS) OF March: Food & Beverage GUEST COLUMN FREELANCE FASHION PR 30 April: Broadcast & Social Media 14 Tony Jaques Some important factors to consid- May: PR Firm Rankings er before embarking on a career as a free- OPINION June: Global & Multicultural lance fashion PR practitioner. 31 Jack O’Dwyer July: Travel & Tourism August: Financial/I.R. NYC PR PRINCIPLES September: Beauty & Fashion TRUMP BARCELONA’S 15 October: Healthcare & Medical PR groups met in Barcelona, 34 PR BUYER’S GUIDE November: High-Tech Spain to devise a lofty “Barcelona Declaration of Measurement Principles.” December: Entertainment & Sports r ADVERTISERS SHAPING TODAY’S Fleishman...... BACK COVER Omega Travel...... 23 FASHION MEDIA WORLD Kaplow...... 7 Strategies that work in an age 16 Ruder Finn...... 5 where tastes and attention spans KEF...... 3 TV Access...... 18 shift every other minute. Log-On...... 17 NAPS...... INSIDE COVER zcomm...... 11 www.ruderfinn.com

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly. septmagazine_Layout 1 8/30/10 5:33 PM Page 5

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EDITORIAL Politicos using NYC ‘mosque’ for their own agendas

t’s often the dumbest news stories that get the most traction. Runaway bride, shark EDITOR-IN-CHIEF summer, Monica Lewinsky, SARS — believe me, I could go on all day. Jack O’Dwyer I [email protected] Leave it to the American conversation to hone in on the most inane, milquetoast con- cern and drive it into the ground. We have a habit of painting the years with trivial, rat- ASSOCIATE PUBLISHER ings-wary, hot-button topics set in motion by vote-hungry politicians and book-peddling Kevin McCauley talking heads who fill redeye media tour circuits so they can enlighten a nation of riled [email protected] rubes and their bloviating, bovine worldviews. This month’s flavor: Park 51, the proposed Islamic cultural center and mosque to be EDITOR Jon Gingerich built in New York City’s financial district, near the former site of the World Trade [email protected] Center. And here I am like an idiot, ready to add to the conversation. SENIOR EDITOR First, contrary to what Fox News will tell you, for many New Yorkers and for the Greg Hazley dozens upon dozens of fellow borough residents I’ve spoken with on this matter in the [email protected] FALL IN LOVE. past month, the proposed mosque remains a relative non-issue. Why? For one, as you probably know, there are already hundreds of mosques everywhere in New York City — CONTRIBUTING EDITORS Kaplow helps people fall in the financial district and beyond — as well as churches, synagogues, cathedrals, Fraser Seitel chapels and temples. Little known fact: we even have an Arby’s. Richard Goldstein in love with your brand. It irritates me to absolutely no end that politicians living in Tennessee and Alaska con- Christine O’Dwyer tinue to use my city as a means to score cheap political talking points in the hopes that their home-state voters will remember them in the coming election, that people who ADVERTISING SALES don’t live here continuously feel the need to wax on the developmental integrity of our downtown. Please, save your ideas for the next Armchair Architects Guild meeting. We John O’Dwyer don’t need your input. Advertising Sales Manager [email protected] Second, contrary to what Fox News will tell you, the proposed cultural center and mosque won’t be built “in the shadows of the towers.” It’s located on Park Place, two Jack Fogarty blocks away, not even facing the building that’s facing the building that’s facing the site. National Advertising Representative If you’ve ever walked past the place — some of the most vocal opposition haven’t — [email protected] you’d know that you don’t even pass the damn thing on your way to the World Trade Center. In fact, you’d run a better chance of walking past another mosque on Warren Street, about four blocks away. Third, contrary to what Fox News will tell you, the people behind the proposed O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the mosque are not the same types of people who were behind 9/11. Fox knows this, of J.R. O’Dwyer Co., Inc., course — but they have this preconceived agenda, you see — and in order to satisfy the 271 Madison Ave., New York, NY 10016. requirements of their premise they must resort to ad hominem attacks and spread delib- (212) 679-2471 erate falsehoods under the pretense of “news.” Hey, I’m over it by now. After all, that’s Fax (212) 683-2750. what Fox does. For nearly two decades, When not attempting to discredit the “moderate” beliefs of mosque Founder and CEO Kaplow has helped best-in-class Feisal Abdul Rauf or absurdly positing that funding for the mosque could come from © Copyright 2010 companies tell their stories. In terrorist groups, Sean Hannity has falsely claimed Rauf wants to “shred our J.R. O’Dwyer Co., Inc. Constitution” and make the U.S. “Sharia compliant.” Fox News Contributor Dick beauty and wellness, retail and lifestyle, Morris said the mosque would be a “command center for terrorism.” Glenn Beck, OTHER PUBLICATIONS & and emerging technologies, Kaplow among other Fox commentators, even incorrectly stated the Ground Zero mosque would SERVICES: open “on the 10th anniversary” of September 11. www.odwyerpr.com 4 breaking news, reaches consumers where they live None of this is “news,” of course, because a predicate feature of any news, by design, commentary, useful databases and more. today with an innovative mix of social is truth. Invariably, every fear-mongering Fox argument plays on a variation of this beguiling undertone: “9/11 was a terrorist act. The terrorists were Muslims. Therefore, Jack O’Dwyer’s Newsletter 4 An eight- networking and traditional media. all Muslims are terrorists.” Any way you shake it, it’s ignorant, it’s racist, and it’s not page weekly with general PR news, media very smart. appointments and placement opportunities. Others politicians have offered the slightly more moderate position that they’d be fine The result is a connection that changes the O’Dwyer’s Directory of PR Firms 4 has with the construction of a mosque, as long as it was placed just a little further north of listings of more than 1,850 PR firms through- conversation. See what a little love can do for you. the Trade Center site. Okay, so how far north? Houston Street? 42nd Street? 125th out the U.S. and abroad. Street? Westchester? There’s a reason our zoning laws aren’t written with the legal ambiguity of a game of “I spy.” There’s a similar reason our private property laws aren’t O’Dwyer’s PR Buyer’s Guide 4 lists 1,000+ Kaplow. Changing Conversations. simply overturned when someone decides he doesn’t like his neighbor. If this is one of products and services for the PR industry in 54 your political platforms, please don’t run for office in my district. categories. www.kaplowpr.com Here’s a question: if Republicans are really the vanguards of “small government” they claim to be, why are so many currently calling on the federal government to stop the pri- jobs.odwyerpr.com 4 O’Dwyer’s online vate construction of a private center on private property? That ain’t America, folks. £ job center has help wanted ads and hosts resume postings. — Jon Gingerich To learn more about Kaplow’s brand-building communications approach, contact Liz Kaplow at 212.221.1713 or [email protected] 6 SEPTEMBER 2010 4 WWW.ODWYERPR.COM septmagazine_Layout 1 8/30/10 5:33 PM Page 7

FALL IN LOVE. Kaplow helps people fall in love with your brand.

For nearly two decades, Kaplow has helped best-in-class companies tell their stories. In beauty and wellness, retail and lifestyle, and emerging technologies, Kaplow reaches consumers where they live today with an innovative mix of social networking and traditional media.

The result is a connection that changes the conversation. See what a little love can do for you.

Kaplow. Changing Conversations. www.kaplowpr.com

To learn more about Kaplow’s brand-building communications approach, contact Liz Kaplow at 212.221.1713 or [email protected] septmagazine_Layout 1 8/30/10 5:33 PM Page 8

MEDIA NOTES Consumers, competitors deride Google / Verizon pact of Google or Verizon, made clear the object After weeks of deafening scrutiny from the public and an arresting of its ire. silence from the accused, Google and Verizon in August finally “Preserving an open Internet that is acces- disclosed the details surrounding their much-speculated partner- sible to innovators — regardless of their size ship in the form of a joint-policy proposal to Congress. Experts say or wealth — will promote a vibrant and competitive marketplace where consumers the plan will not only shape how future partnerships occur have ultimate control,” the statement read. between content and service providers, but will forever change FCC powerless the face and scope of the Internet as we know it. A Bush-administration restructuring of By Jon Gingerich the FCC redefined the commission’s abili- ty to regulate Internet services. In April, he proposal’s language makes for a and even blocking user access to websites several years after the FCC chided cunning PR plan: it’s essentially a which they don’t. The result could leave Comcast for using data encryption to block Tframework to assuage Net Neutrality deep-pocket providers like Google the lone user access to file-sharing site BitTorrent, a supporters, offering rallying cries for an voice in the web’s conversation, while the federal appeals court ruled the FCC had “open” Internet while at the same time rest sit in cyberspace’s equivalent of the overstepped its boundaries, as the Bush-era establishing a second, price-tiered network slow lane. rehaul meant the commission did not have where telecom and search giants can charge “If this proposal were actually adopted the authority to regulate Internet communi- consumers for content. To put it bluntly, the into policy it would be the end of the free cations to the same degree it regulates serv- partnership seeks to cut the web in two: it and open Internet as we know it,” said ice like telephone, radio and television. creates an Internet where one half remains Craig Aaron, Managing Director of Save Net Neutrality supporters say that by “neutral” for the public while another sells the Internet, a pro-Neutrality coalition that throwing the FCC an authoritative bone to paid, premium content at higher prices, a fights for equal web treatment policies. “To re-regulate wired networks, ISPs that cre- sort of HBO for cyberspace. the consumer, we benefit from competition ate a wild west of wireless zones (i.e. the The deal lays out several key principles, in the marketplace. The beauty of Net very networks where Google and Verizon including transparency guidelines among Neutrality, and the beauty of the Internet, plan to sow the seeds of their future part- ISPs and rules against content favoritism means everyone gets the same shot. That’s nership) remain free to do whatever they over networks (this strikes down the much- what spurs new innovation. It’s not a place want. rumored notion that Google’s partnership where only the biggest guys get to play.” “All forms of communications have with Verizon would allow the search giant Google takes public ’beating’ rules that govern them,” Aaron said. to pay for the privilege of getting content to Public response to the Google and “Cable has to make content available for users faster than competing providers). The Verizon announcement hasn’t been pretty. competing providers, and I can’t just start pact also calls for an enforcement arm with- Nonprofits like the Free Press and Move broadcasting a radio station. It’s the same in the Federal Communications On have spoken out against the proposed thing when you’re talking about a free and Commission to serve as a watchdog for policy. Hundreds of thousands of consumer open Internet. You have to ask: what are content discrimination. petitions have been sent to both companies. the rules going to be?” The most contentious piece of policy Wired magazine called Google a “Net A series of legislative attempts to intro- however, is their recommendation that the Neutrality surrender monkey.” The duce Net Neutrality into law have appeared FCC have the authority to regulate “tradi- announcement even drew protests outside as far back as 2006, though each has failed. tional,” wired broadband connections dif- Google’s Mountain View offices. FCC Chairman Julius Genachowski, as ferently than wireless networks and other Ironically, Google had previously been well as President Obama, have both pub- new Internet technologies. seen as an outspoken vanguard of an licly voiced their support of Net Neutrality It’s for this reason opponents say the “open” Internet, filing pro-Neutrality testi- legislation. According to Aaron, the safest Google/Verizon pact is not the “open” mony with the FCC and going as far as to way to now ensure the web’s safety is if the Internet compromise it purports to be. join causes like Save the Internet. FCC votes to restore its ability to reclassi- Because the proposed guidelines would “It’s a complete reversal of their posi- fy broadband. In August, five members of limit the FCC’s authority to wired net- tion,” Aaron said. “They used to be one of the Committee on Energy and Commerce works, ISPs in compliance with the above the leading companies out there in support sent a letter to the FCC asking for their principles would be free to establish new, of an open Internet, and they admitted they stance on the Google and Verizon pact. So separate networks unencumbered by rules wouldn’t even exist without it. Google was far, a public statement has yet to be made. preventing content prioritization or even the company that said ‘don’t be evil,’ and a “This has become a political hot potato. outright favoritism. lot of people see this as a complete betrayal Because public reaction has been so nega- The news comes as a blow to supporters of what they stood for.” tive, Congress doesn’t want to touch it,” of Net Neutrality, or the idea that network Google and Verizon’s proposal that wire- Aaron said. “All of Genachowski’s state- providers should treat all data that flows on less networks be free from FCC regulation ments have been great, but actions speak their networks equally. Net Neutrality pro- also has many content providers up in arms, louder than words. The FCC has the option ponents claim telecom companies like given more websites are accessed each year to treat the Internet the way it was treated Verizon are essentially left with the default on mobile networks. Facebook on August before, but they haven’t had the political power of Internet “gatekeepers,” potential- 11 issued a press statement reiterating its will to make that decision, and their failure ly preferring content with which they have support of an “open” Internet. The state- to act has caused Google and Verizon to step political or monetary affiliation, or slowing ment, while avoiding any specific mention in and deliver a proposal of their own.” £

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Study: tablets could help save the magazine industry By Jon Gingerich released editions filled with “perks” to service, Google’s AdMob, expects sales entice readers, including audio and video to double this year. Apple’s iAd mobile extras as well as special “editor’s picks” advertising platform, which allows third- he recent popularity of tablets, e- sections and commentary not available in party developers to integrate advertise- readers and devices like the iPad print editions. ments in a variety of formats on iPhone, Tcould be just what the news industry In early August, Runner’s World made iPod Touch, and iPad devices, is receiv- needs to recoup lost subscribers and van- its iPad debut. At $4.99, the first issue was ing favorable reviews from companies ished advertising revenues, if recent indus- packed with multimedia enhancements, that have used the platform (two of try reports are any indication. including a free 26-page extra edition Apple’s earliest iAd advertisers, Nissan iPads and their ilk could create as much sponsored by Puma. The freebies seem to and Unilever, have reported success). as $3 billion in subscriptions and $1.3 bil- be commonplace for recent interactive edi- Overall however, iAd is having a hard lion in incremental revenue by 2014, tions, an unspoken rule that publishers time getting off the ground. Few compa- according to a new consumer demand sur- offer a new user experience to match new nies have currently signed on, and others vey conducted by Oliver Wyman for media. have been openly critical of a reported Condé Nast’s digital publishing arm Next Like many publications, Glamour’s new developmental noose Apple has placed Issue Media. iPad edition gives users plenty of extras in around ads’ creation process, a common The study, which charted the periodical the way of blog posts, as well as video and theme for the notoriously secretive com- reading habits of 1,800 U.S. consumers, audio content. Glamour goes a step further pany. Others have complained about finds many place a unique value in the e- however, and recreates itself as a sort of reported lengthy ad turn-around times (8 reading experience and a surprising portal to the marketplace, with an applica- to 10 weeks in some instances, according amount are willing to pay print subscrip- tion that offers direct access to online shop- to an August Wall Street Journal report). tion prices for access to digital content. ping. Some predict mobile ads could rake in Specifically, 9% of device-owning sub- Like all Condé Nast publications avail- about $220 million next year, but it scribers said they’d be likely to buy sub- able for iPad, Glamour also comes with a remains to be seen if many companies scriptions if their preferred magazine free application where users pick the indi- will fork over the hefty fees Apple is cur- offered an interactive edition at the same vidual magazine issues they want to buy, rently asking to advertise on the device price. thus offering users á la carte alternatives to (iAd gives Apple 40% of ad revenues The Oliver Wyman study didn’t pontifi- yesterday’s subscription procedures. and charges advertisers $2 each time an cate on how digital subscription numbers Gadget industry responds interactive ad is clicked). could affect ad revenues or single copy More than three million iPads have sold An August eweek.com report stated magazine sales. However, a separate, since the device’s April debut. These stag- that Apple could begin charging up to 10 recent study — conducted by Advertiser gering figures have changed not only the times the normal amounts for ads run- Perceptions Inc. — found that 62% of ad mobile industry and the technology sector ning on its iPad and iPhone devices, executives plan to increase their mobile that designs it, but have invigorated and reaching up to $1 million for a single ad, media ad spending over the next year, and inspired its very muse: the consumers who compared to $100,000 on comparable nearly half (46%) have already integrated use and appropriate mobile communica- mobile ad platforms. £ mobile media into their overall advertising tions in their day-to-day-lives. strategy. The result has been a modern day gold Media Briefs Taken together, the numbers could be rush, enticing developers to create a slew CONDÉ NAST TO GROUND ZERO encouraging news for publishers weighing of new iPad apps and inspiring competitors the idea of making their titles interactive. to create copycat versions of the device. Condé Nast plans to relocate from its swanky Fashion, lifestyle mags flock to iPad Dozens of competing devices have now corporate headquarters at 4 Times Square to the site of the former World Trade Center. iPad currently leads the number of mag- flooded the market. Popular tech blog The publisher of Vanity Fair, Cosmopolitan, azine titles available for e-readers and Technologizer in August cited “at least 32” Esquire, Vogue, Bon Appetit, GQ, Details, Self, tablets — with nearly 150 titles — though iPad competitors that are making their way Glamour, Golf Digest and New Yorker would anchor audience response has varied among titles to stores this year, including new devices the $3.2B building now under construction. and the rules of the roost are currently a by Cisco, Hewlett-Packard and Notion Ink. The Port Authority of New York and New Jersey owns the planned 1,776 ft. building that was once publishing no-man’s land (Time Inc. and While most experts believe tablets alone dubbed Freedom Tower. It will open as 1 World Condé Nast, for example, have kept iPad won’t save the print industry, it’s safe to Trade Center. subscription prices close to their print say the software and mobile device market Condé Nast sent a memo to employees, saying counterparts; Hearst is considering increas- have found a new cash cow. it is in “active negotiations” concerning the move. A final decision is “months away.” ing the cost of interactive versions). Ad profits questionable Condé Nast’s corporate shift would be a dramat- So far, especially popular for interactive As tablet mania has ignited a gadget ic boost for the economy of Lower Manhattan, periodicals — perhaps as a result of con- boom, Apple CEO Steve Jobs has argued which is struggling to replace jobs lost in the finan- sumer demand or preemptively launched that ads targeted within applications on cial sector. as a safe way to test the waters — have devices like the iPad would be more suc- The move also would bring “instant credibility” to the new WTC site, according to developer Carl been magazine titles that focus on fashion cessful than ads targeted on websites or Weisbrod. and lifestyle. in search engines. The question remains: Condé Nast currently occupies 800K sq. ft. It Popular titles such as Men’s Health, will advertisers have faith in the mobile would take up 1M sq. ft in the 2.6M sq. ft tower Women’s Health and Prevention have market? that will be the highest building in New York when recently moved to iPad, and each have The world’s largest mobile advertising it opens in 2013.

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FEATURE PR, media faulted for aiding ‘beauty bias’ Brokaw retained their influence as they “How does it feel to be one of the beautiful people?” the aged and male movie stars play roman- Beatles once sung. If you are one of the blessed per- tic leads in their later years. When in his sixties, Sean Connery was voted “sexi- ceived as attractive, it feels pretty good. If not, it’s tough est man alive” by People magazine. luck. Women, by contrast, “are expected to play opposite men thirty years their sen- By Kevin McCauley ior, and to bow out gracefully or have it.” PR people are scolded for promoting work done when the signs of age aby You’re a Rich Man” could be appearance-related products cloaked in a become pronounced.” the sound track for “The Beauty “veneer of pseudo-science” promising Rhode quotes a Boston Herald colum- BBias,” a book written by Stanford “effortless perfection.” nist writing about an overly-made up law professor Deborah Rhode and pub- Madison Avenue is blistered for Katherine Harris, who was in the midst lished earlier this year by Oxford telling women that as long as a double of the Florida recount mess, as “a University Press. standard exists, “they might as well do woman of a certain age trying too hard She believes attractive people get what they need to do and get on with to hang on.” Harris was 43 at that time. hired and earn more than those less their lives.” Hardwired at birth looks-blessed, sloppy or overweight. Beauty items, diet and cosmetic sur- Beauty is said to be in the eye of the The good-looking are viewed as more geries are advertised as “be all they can” beholder, but “aesthetic preferences are intelligent, athletic, sociable and more in and “express who they really are.” to large extent hardwired, based on cir- control of their lives than the rabble. Personal fulfillment is but cuits in the brain shaped Women are the biggest victims of skin deep, not from within. by millions of years of appearance bias, though short men face Results from the communi- sexual selection,” wrote a similar treatment. cations onslaught are far Rhode. Rhode feels discrimination against from beautiful. Endless Over the eons, “indi- people on the basis of their looks is just exposure to “airbrushed, sur- viduals whose genes sur- as bad as race and sex bias. Hence the gically enhanced fashion vive are those who choose book’s subtitle: “The Injustice of models and Hollywood mates with characteristics Appearance in Life and Law.” celebrities” reinforces unre- conducive to reproductive The author’s point is hardly a new alistic standards, according success.” one. “A rose is a rose is a rose,” wrote to Rhode. Attractiveness is one of Gertrude Stein. Rhode does break new Since only five percent of those characteristics ground with a clarion call for legal American women are in the because it signals health remedies to head off appearance bias. same weight category as and fertility, particularly In a world wrestling with economic actresses and models, efforts in females, according to distress, war, environmental degradation to “replicate their figures often lead to Rhode, who has 75 pages worth of foot- and poverty, beauty bias may appear eating disorders and related psychologi- notes in the 238-page book. trite. Some worry about courts clogged cal dysfunctions.” Evolutionary imperatives encouraged with petty cases involving grooming, Millions of hard-earned dollars are parents to favor good-looking children weight and appearance while lawmakers wasted on diets as 90 percent of dieters because they have the greatest potential waste time drawing up “appearance fail to keep the pounds off over time. to marry and produce kids. It’s a case of codes.” Rhode points out that sexualized por- survival of the fittest and loveliest. Rhode is unfazed, pointing out that trayals of prominent women are in What to do? Michigan and six cities/counties (San everything from athletics to politics. Besides advocating for appearance dis- Francisco, Washington, D.C.) already That overemphasis on appearance crimination laws, Rhode believes indi- have appearance discrimination laws on “deflects attention from their perform- viduals, business and the media can affect the books. ance and reinforces sex-based double positive change. Cases are rare because most suits get standards.” For starters, women can get rid of settled before trial. Rhode’s bigger Hillary Clinton’s cleavage, Sarah “killer high heels,” which are major point: laws deter unjust bias. Palin’s beehive and Michelle Obama’s sources of back and foot problems. PR under attack upper arms are played up and chuckled Smart accomplished women are wear- PR people working the $200B beauty about, diverting attention from their ing flesh-biting shoes and “ignoring the business aren’t going to be handing out accomplishments. risk that heels this high will catch in “The Beauty Bias” as holiday gifts this Rhode finds it telling that the highest grates, flatten arches, breed blisters and year or any time soon. In the book, paid member of Palin’s VP campaign hurt like hell on any extended walk,” media, advertisers and PR come under was her make-up artist, which “speaks according to Rhode. withering attack. volumes about our misplaced priorities.” Some women undergo painful and Rhode takes on the media for endless- She bemoans the absence of attractive risky foot surgery for the sake of “toe ly “magnifying the importance of older women in the media who actually appearance and the pressures to enhance look their age. Walter Cronkite and Tom 0Continued on page 19

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Magazine closures slow down in 2010, so far By Jon Gingerich titles while gaining only 17. better chance of survival than newspapers The slow rebound for magazines may due to their niche targeting and historic be global. U.K. publishing company ability to adapt during hard times. In his .S. newsstands aren’t seeing many United Business Media — which owns new book, “The Magazine Century: new magazine titles, but at least PR Newswire — added one magazine to American Magazines Since 1900,” which Uthey’re not folding like they were its publication roster and shed four titles charts decade-by-decade growth of the in 2009. this year, which is a vast improvement print periodical industry, Sumner claims While only about 90 new magazines from the 15 it killed during the first six that while total circulation of the top 50 opened during the first half of 2010 — months of 2009 alone. leading consumer magazines fell 6% from down from the 187 new titles to launch First-half revenue for the company was 2007 to 2009, 32 of them saw circulation during the same period in 2009 — maga- essentially flat, falling 0.2% to £434.3 gains during the same period. Sumner also zine closures only affected about another million (about $690 million compared claims magazine growth was surprisingly 90 titles this year, a big improvement from with 2009), but revenue at its distribution strong during the Great Depression. the 279 magazine titles that closed their and monitoring division rose 7.4% during “No one can predict the future, and I pages during the first half of 2009, the period to £91.2 million ($145 million) think there will be more restructuring and according to recent data published by in 2010. Overall profit at UBM had been maybe even more downsizing, but print MediaFinder. down 5.2% over the first half of 2009 to magazines have done remarkably well The study also found that only six £45.4 million. compared to newspapers and will continue major U.S. print magazines restructured The same can’t be said for newspapers. to do so,” Sumner said. “Magazines are not their publication to an exclusively online U.S. weekday newspaper circulation fell simply selling content — they have big format during the first half of 2010, as nearly 11% in 2009 and lost another 9% emotional connections with their readers. opposed to 43 for the same time period in between Oct. ’09 and March ’10 alone, It’s more of an experience, one that you 2009. according to data released by the Audit can’t recreate by placing them on a web- According to MediaFinder, leading the Bureau of Circulations. According to an site.” gains in new titles were magazines that annual survey published by the Pew Sumner believes titles specializing in specialize in food, with 10 new titles Project for Excellence in Journalism, the food, lifestyle and fashion — areas which appearing during the first half of 2010. By U.S. newspaper industry has lost a third of he said have each seen readership increases contrast, home improvement magazines its newsrooms jobs — or $1.6 billion in in recent years — will fare especially well. were hit hard, losing a total of 10 titles so reporting editing capacity — since 2000. He believes the “escapist” nature of these far this year and gaining five. Business-to- Ball State Journalism professor David periodicals offers a glimpse into why some business magazines fared worst, losing 35 E. Sumner argues that magazines have a niches remain popular at newsstands. £

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REPORT Brands tempt female bloggers with ‘swag’ spending. It’s predicted that by 2014 Corporations have taken notice of the power of the female women may control $15 trillion in global consumer spending. In March, a blogging community, and for good reason. As a result, a new BlogHer/iVillage study found that corporate courtship has evolved, where companies shower women often go to blogs for advice and recommendations about purchasing new bloggers with freebies in exchange for the possibility that products. Among BlogHer Network these key influencers will say something — anything — users, blogs were the second most popu- about their brands. lar media source for product purchasing By Abby Rose Dalto information, after online searches. “We’ve seen a dramatic shift in con- sumer purchase behavior that is largely companies such as Walmart, Procter & influenced by the proliferation of female he sixth annual BlogHer Gamble and PepsiCo. While the primary bloggers and blog networks like BlogHer. Conference, one of the world’s focus of the conference is hands-on- We found through our 2010 Cone Online Tlargest conferences for women in learning, discussions, and networking Influence Trend Tracker that more than social media, took place August 6-7 at the opportunities, the sponsors’ presence 80 percent of consumers go online to ver- New York Hilton. A who’s who for the simply couldn’t be ignored. ify product or service recommendations female blogging community, this year’s BlogHer is well known for doling out that they receive from even their most conference brought more than 2,400 massive amounts of free “swag” to its trusted sources of offline information,” attendees together for a series of work- members, and this year’s conference said Mike Hollywood, Cone’s Director of shops on a variety of subjects — from proved no exception. Bloggers received a New Media. “As the Chief Decision fashion blogging to site monetization to tote bag full of freebies upon check-in, Officer of their households, female blog- using the Internet to create social change were treated to makeovers and giveaways gers have taken a leadership role in voic- — and the opportunity to connect with at parties over the weekend, and feasted ing their opinions and creating the vast online peers in the real world. on complimentary food and drink cour- amounts of content on which consumers At the center of the conference was tesy of sponsoring companies like now rely to make more informed pur- BlogHer (blogher.com), the leading par- Tropicana, McDonald’s and Jimmy chase decisions.” ticipatory news, entertainment and infor- Dean. “The conversations happening on mation network for women online, which Throughout the two-day conference women’s blogs are just as important as reaches more than 20 million women bloggers were also given the opportunity the advertising messages companies send each month according to Nielsen. to stop in at the Expo Hall to meet with out,” said Holly Buchanan, marketing to Also making a noted appearance were representatives from every company, women consultant and Co-Author of the 100-plus brands that helped sponsor view product demonstrations and receive “The Soccer Mom Myth — Today’s the event, which included Fortune 500 free samples and coupons. All gifts were Female Consumer” (marketing- provided with a no- towomenonline.typepad.com). “Smart strings-attached policy. brands are stimulating and participating Of course, there is in those conversations.” always that unspoken An unmatched influence hope that some of these It would be an understatement to say women might mention or that female bloggers are changing the PR review these products on and marketing industries. BlogHer co- their respective blogs. founder and CEO Lisa Stone has Why? described the female blogger as “one of Myths and marketing the most powerful communicators in It’s clear that U.S. cor- social media today” and many PR profes- porations now recognize sionals seem to agree. the growing influence “There is no doubt that female bloggers these women have on the have emerged as powerful sources of blog-reading community information,” said Jason Winocour, and want to harness that Partner and Social Media Practice Leader power for their own ben- of Hunter Public Relations. “Female and efit. There are over 160 ‘mom’ bloggers develop trusting and last- million adults on the ing relationships with their communities, Internet in the U.S. and and as a result, brands want to be known women represent the to bloggers because of the consumer BlogHer’s Co-Founders (L to R): Jory Des Jardins, Elisa majority of that popula- influence they wield. Bloggers are par- Camahort Page and Lisa Stone ranked #4 on Katie Couric’s tion. Women make 85% tially influential in recommending list of the “seven most powerful people in media” for Forbes food/beverages, health/beauty and con- last year. of all consumer purchas- es and control $4.3 tril- Photo by Tricia Okin, www.papercutny.com lion in U.S. consumer 0Continued on next page

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sumer products/services because their voiced concerns opinions are read as unbiased and authen- prior to the confer- tic.” ence about the At this year’s conference, New York- abundance of free based PR powerhouse Kaplow helped to gifts from sponsor- promote HauteLook (hautelook.com), a ing companies. leading online retail site offering dis- In response, the counts on items from top apparel, acces- conference team sories, beauty, kids’, home, food and made every effort to wine brands, that recently partnered with ensure that free gifts BlogHer. and other sponsor- “We’ve seen first-hand the power of ship engagements female bloggers whose influential reach were optional: can convert their readers into activated Attendees could consumers,” said Shannon Eis, Senior decline their com- Vice President at Kaplow plimentary tote bags Communications. “Female bloggers are and avoid the Expo tech savvy, trend-leaders, and dedicate Hall; unofficial time to researching topics and products parties boasting they cover — and their authentic points huge giveaways More than 2,400 bloggers, marketers, journalists and brand represen- of view have established trust with their were not allowed tatives attended the sixth annual BlogHer conference. followers in ways that brands can’t dupli- on-site. Many com- cate alone.” panies also provid- Photo by Justin Hackworth for BlogHer Like HauteLook, many companies are ed their own dis- now eager to engage the blogger commu- closure guidelines nity, especially female bloggers. for bloggers who “Female bloggers are so important wished to review because they are a trusted source of cred- their products and ibility,” said Kelley Skoloda, Brand Stacey Ferguson, a Marketing Practice Director for representative from Ketchum, who served as a bronze spon- the FTC, participat- sor for the conference. “Virtual friends ed in a panel dis- and family have become a top source of cussion to clarify credible recommendations for women misconceptions when making purchase decisions, and about the guide- bloggers are at the top of that list.” lines. Attendee registration fees generally Ferguson sug- cover about a third of the true cost of gested a rule of attending BlogHer, with the other two thumb for deter- thirds — among other amenities — pro- mining when a dis- vided by sponsors. BlogHer’10 sponsor- closure statement is ing companies and brands included necessary: “When From L to R: Alison Stewart (“Need to Know” PBS anchor), Marie Wilson (Founder and President of The White House Project), Gloria Hillshire Farm, Chevrolet, Ubisoft, T- in doubt, disclose.” Feldt (author and activist), P. Simran Sethi (journalist and environ- Mobile, Yahoo!, AOL, Microsoft, She also reassured mentalist) speak during BlogHer’s closing keynote address. Mozilla, Hallmark, Nikon, JVC, questioners that Audiovox, Bosch, Johnson & Johnson, bloggers would not Photo by Justin Hackworth for BlogHer Bausch & Lomb, Eucerin, Arm & be fined for violat- Hammer, Aquaphor, Tempur-Pedic, ing the guidelines ECCO, Sears, Stride Rite, Timex, White and explained that there is no specific How We Think About Power,” spoke of House Black Market, ASSETS by Sara wording that must be used. the potential power that women bloggers Blakely, Fisher-Price, Playskool, My Eager to maintain a level of credibility hold at the closing keynote address. She Little Pony, Nickelodeon, Huggies, and reader trust, some bloggers have mentioned that while many women felt Earth’s Best, Healthy Choice, Pillsbury, taken the “Blog with Integrity” pledge conflicted ethically about receiving free Laughing Cow, Filtrete, SOYJOY, (blogwithintegrity.com) which was creat- gifts from sponsoring companies, she saw Hershey’s, Kraft, Terra Chips, JELL-O, ed last summer after a series of polarizing it as a missed opportunity. Scotch-Brite, Thermos, 1-800 Flowers, debates about blogger compensation, “These people who are giving the swag and more. sponsored posts, product reviews and idea … they understand that women make Disclosure and discretion theft within the blogging community. 85% of the consumer goods purchases. In the wake of last year’s revisions to Today many BlogHer members proudly And if we bloggers decided to, we could the FTC Guidelines for Endorsements, display “Blog with Integrity” badges on define and determine every single con- which require bloggers to disclose any their websites and strictly adhere to the sumer product that is sold to us,” she said. compensation or other “material connec- FTC guidelines. “If we wanted healthy food for our chil- tion” with a company or product they Gloria Feldt, activist and Author of “No review or endorse, some bloggers had Excuses: 9 Ways Women Can Change 0Continued on page 19

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FEATURE The pros (and cons) of freelance fashion PR sure the kitchen is stocked with coffee and find strategic partners like a web designer, By Crosby Noricks creamer ... one of the most difficult and print shop, videographer, photographer, time consuming parts of the freelance world florist, etc and refer each other business. is that every tiny business detail belongs to Expanding your service offerings is great n Fashion/Beauty PR, there are three you. And learning how to successfully run a for business and options when it comes to working in the business is a very different skill set from knowing you have Iindustry: you can work on multiple client convincing an editor that your client is the several other people accounts for a fashion PR agency (either next big thing, or sweet talking that 4 p.m. out there promoting your own or for someone else), in-house for deadline at the UPS counter. Plan accord- your services to a single brand, or go the freelance route, ingly, and give yourself one morning a potential clients in working primarily for yourself and perhaps week where it’s just business. Your business need only helps. picking up some extra work as an inde- and not your clients’. Consider taking a few Perhaps you can pendent contractor. There are certainly pros night classes at the business school nearby even split costs on a and cons to each arrangement. However, if or even going in for your MBA. If you find few things or host an you feel you’re ready to embark on a life of yourself overwhelmed by this aspect of event together. coffee shop offices and autonomy, here are work, or find yourself avoiding spread- Getting clients Crosby Noricks some important factors to consider. sheets like the plague, consider hiring a vir- Without clients, Setting up your business tual assistant to help out. the world stops spin- As an independent contractor, you forgo Figuring out your services ning, flowers wilt and fairies die. Even if the security of a steady paycheck and health What are your strengths? Do you have you aren’t transitioning from an agency, insurance for your freedom: the freedom to incredible media contacts at all the month- send emails out to all the PR shops in town set your own hours, to work with the clients lies or are you every fashion blogger’s and explain who you are, your back- you want to work with, and to execute the BFF? Are you handy with html or great at ground, and what accounts you think you PR strategy you believe will be most effec- event production? At the start of your free- could help out on. You could do the same tive. Nothing beats taking a nap when lance career, don’t make the mistake of try- for event planners. Certainly send out an you’re feeling uninspired and staying up ing to be or do too many things at once. email to your network letting them know until 3 a.m. when you are, and you are, of Doing one thing exceptionally can be a key of your new plans and don’t neglect course, now able to subtract things like the ingredient in building your empire, so put Facebook — you never know when your square footage of your home office and your own gifts and talents through a brand best friend from seventh grade’s mom just your Internet bill from your taxes. exercise, clearly identify your brand prom- happens to to know someone who knows However, while it can appear quite lucra- ise, differentiators and yes, even your 30 someone. To pick up some quick work, tive at first to be paid, for example, a full second elevator speech. Then, consider consider signing up at one of the freelance $100 an hour, rather than an annual salary things from a different angle. What type of marketplaces online. Offer your press that is less than half what your agency actu- client do you want to work for and what is release skills, your bio writing abilities as ally charges for your services, remember the greatest value you can provide that well as consulting services to anyone and that those pesky estimated taxes you must client? everyone. now pay quarterly require about 30% of Build your brand Commit every dollar you make be tucked away. If you are going to be asking people to There is no one that will ever care about When you add in additional costs like give you money to represent their brand, the success of your business more than you. health insurance, cell phone bill and renting show them you understand the value of a This often means working late, going out to a conference room or workspace, suddenly strong company image. What does working events to meet new people when you would the image of you rolling in greenbacks with you look like, feel like, even smell rather stay in bed and eat pie, and having to kicking up your Louboutin comes back like? Are you a relaxing walk down a tran- be responsible not only for keeping your down to reality. Set up an appointment with quil beach or a bustling French cafe or the clients happy but keeping your business a financial planner, accountant and your latest downtown club? Don’t skimp on the happy, which means time out for invoicing, local small business association in order to design of your your web site, business cards taxes, and on occasion, running out for make sure you are prepared for the proac- or blog. Your Internet presence, done cor- printer ink at 2 a.m. The biggest indicator of tive financial organization required for free- rectly, can give off the impression that you, success is word of mouth and when it lance work. Also check in with your city, as darling of the dailies, are quite a bit larger comes to clients, you really are only as you may need to register (i.e. pay) in order than life. After all, no one needs to know good as your last hurrah — so push yourself to be able to legally have your business, just how late you stay in your cupcake paja- creatively, stylistically, and keep focusing even if you’re just a talented chica working mas, nor do they care, when the media is on client goals and satisfaction and you from home. calling. might find the freelance life a pretty fine Running your business vs. doing your job Creating referrals and affiliates Crosby Noricks is Founder and Editor of There are a lot of things going on behind Consider joining a local networking or fashion PR and marketing blog PR the scenes at an agency — invoicing, soft- business referral group. Early a.m. Couture. As Senior Social Media Strategist ware purchases, following up on payment schmoozing with bad coffee might not be for Red Door Interactive in San Diego, CA, (this is a biggie in the freelance world), your favorite way to wake up, but word of she also works with fashion and consumer negotiating relationships with vendors, mouth is your very best friend, and com- clients. She was recently named Blogger of early morning networking meetings and mitting to a group of service professionals the Year at the Inaugural InfluenceSD events, human resources, legal, making can reap huge rewards. Whatever you do, Awards. £

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Job market needs addressing Media and PR job shrinkage should be NYC PR principles trump Barcelona’s the prime concerns of the PR trade By Jack O’Dwyer Grupp, says it provides “the science groups, not whether press release pickup beneath the art of PR.” sold product or not. IPR’s board is headed by Michael Katie Paine, who is known as “the Fernandez of State Farm Insurance, a Queen of Measurement,” has told us that our PR groups in June met in member of highly secretive PR Seminar measurers want to find out what is not Barcelona, Spain and came up with and also its offshoot, the Arthur W. Page working so that changes can be made. Fthe lofty “Barcelona Declaration of Society. How about calling up editors and Measurement Principles.” Seminarians comprise about two-thirds reporters and asking them how well PR is They are: of Page’s 30-member board. serving them? 1. Importance of goal setting and meas- About 30 of the 45 trustees of IPR are Is there anyone at the end of the release urement. either Page members or both Page and PR who can answer questions? Is the CEO 2. Measuring outcomes is preferred to Seminar members. Among those belong- available for interview or for press confer- measuring outputs. ing to both are Angela Buonocore of ITT; ences? 3. Effect on business results can and Ray Jordan, Johnson & Johnson; Maril It is a rare corporate website that lists should be measured. MacDonald, Page president in 2009, and the names of any PR pros. Mostly, 4. Media measurement requires quanti- Gary Sheffer, General Electric. reporters are provided with an e-mail box ty and quality. PR Seminar has huge turnover where they can leave a question and hope 5. Advertising Value Equivalency IPR should be researching the decline for an answer. (AVE) is not the value of PR. in influence of PR which is under heavy Kraft describes its PR department (it 6. Social media can and should be pressure from corporate financial, legal calls it “corporate affairs”) as its “secret measured. and marketing departments. weapon.” PR is seen as the “war depart- 7. Transparency and replicability are One result is high PR job turnover and ment” and reporters as “the enemy.” paramount to sound measurement. job loss. PR Seminar inducted 43 new Viacom has a 48-page PDF that sets up It should be noted that the “Barcelona members in 2010 after taking on 47 new its PR unit as corporate “gestapo” ready to Principles” position PR as marketing members in 2009. Fewer than ten new pounce on anyone remotely connected when that is only one aspect of PR. members were inducted yearly in the with the company who utters a negative The most telling of the seven “princi- 1970s and 80s. word about Viacom. The Village Voice ples” crafted by the participants is No. 5: Since Seminar limits its membership described it as “corporate terrorism.” “Advertising Value Equivalency is not the and ousts anyone after one year who loses Organizational PR pros are under the value of PR.” Participants could only a job, this means that about 90 members tightest controls ever, their every word define “PR” in the negative. This begs the lost their jobs. Declining attendance also and e-mail recorded for study by their question, “What is the value of PR?” means Seminar has to work hard to attract superiors. £ Professor Tim Penning, in the members. Blue chips are clamping down September 2008 issue of PRSA’s Tactics, on expensive conferences at plush resorts. PR news briefs said it is “dialogue, negotiation and medi- Page members tell us that about 40 ation.” PR pros, in order to “contribute to members are job-searching and were FD AIDES SKYPE WITH IPO informed decision making in a democrat- miffed when the $200K presidency of FD is working with Skype as the digital commu- ic society, must seek opposing views for Page went last month to a non-member — nications giant plans a $100 million initial public offering. the good of the public,” he wrote. Julia Hood of PR Week — when so many Skype is based in Luxembourg and was spun What the Barcelona attendees should be of them were in need of such a job. off from eBay, which acquired it for $2.3 billion studying is how secrecy and information- Page reportedly looked at 200 resumes and continues to hold a stake. It filed for the IPO blocking are affecting the PR industry and and conducted interviews but some mem- on Aug. 9. the public it is supposed to be serving. bers feel Hood was a lock from Day One. The company’s key consumer offering, an Internet phone service, counts 560 million regis- Attendees forgot that “public” is the first Hostility to media apparent tered users, including more than eight million who word in the name of their industry. The Barcelona materials reflect the atti- pay. First-half profit was $13.1 million on revenue Institute for PR was hijacked tude that media are there for one purpose topping $406 million. Another participant in Barcelona was — to promote client aims. Brian Maddox, Managing Director of FD’s cor- porate communications practice, and Leigh the Institute for PR, which broke away There is no interest in what is good for Parrish, MD in FD’s retail and consumer sector, are from the PR Society in 1989 because of the community or democracy, only what handling the Skype account. demands that all its directors be APR. is good for the client and often in the short An email to Maddox generated a response not- The breakaway went too far — all the term. ing “this announcement has generated numerous way to Gainesville, Fla. — where IPR is This attitude is one reason for the queries” and saying he’ll return the inquiry. Skype said the number of shares and price currently housed at the University of destruction of large parts of the U.S. range have not yet been determined. Florida. It is a minor factor in the PR press. About half the journalists working Reuters’ Robert Cyran said a successful Skype world, a captive of ivory tower-dwelling in 2001 have lost their jobs because of IPO could spark interest in a stalled tech environ- academic interests. declining ads and circulation. ment for public floats. “Investors would presum- ably clamor for more of the same, increasing valu- It should have stayed in New York to This means a smaller news hole for ations on tech firms that earn money on social serve the huge communications industry press releases and a deluge of at least applications,” said Cyran, who said a runaway there. It could easily afford such a facility 50,000 reporters mostly seeking “PR” success could prod heavyweights like Facebook or now. jobs. PR has become a very insecure Zynga to offer shares, as well. IPR, whose staff is headed by Bob industry in which to work.

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FEATURE Shaping content for today’s fashion media landscape By Christy Ferer video players on their sites or link to live tionships. video pages. The days of TN news stations picking up If you don’t keep your page stocked with VNRs like “Drugstore Beauty Buys” are ust in case you hadn’t noticed, every fresh content every day, renegade sites can long gone, but stations and networks still fashion and beauty brand has essen- divert your traffic. Add daily video or stills take B-roll that has a legitimate news Jtially become a house of content. It’s from store openings, new arrivals in store, angle. FDA approvals, large events and no longer enough to create a product or sound bites from your designer or celebrity vehicles still get grabbed. even a trend; you now have to meld and dis- spokesperson that are broken up into 15- Pitching has changed; it’s more targeted. tribute messages that translate into the second jewels. Remember that one size no longer fits all, images you want to project. Live TV is quickly becoming one of the and content dictates the stations and shows It seems that tastes — both in the media most popular trends in PR. It’s easily con- to approach. and the fashion and beauty world — now trolled: your spokesman is on-message and Guaranteed placements remain popular, change about every month. What’s more, you know exactly what targeted audience especially for clients targeting a specific there’s now an increasing appetite for 24/7, you’re getting, whether it’s a live satellite demographic, or clients looking to drive on-demand information from a multitude of media tour with your spokesman or a place- traffic to websites. Guaranteed placements outlets. So, what strategies work today? ment on a morning show. The most effec- let clients drive home messaging harder First, recognize the content you have. tive use of live TV is keeping the message than on video designed for editorial spaces. Content can be the product itself, from the on generic trends and telling the audience Radio is still a great way to reach mil- packaging to the delivery. We need to direct something they don’t already know. It’s lions without a huge investment. Radio everything from the photo session to infor- also key to supply great B-roll visuals and a works best for clients that have a more mal showroom shows, to cosmetic demos good second camera to capture close ups complicated story to tell. Radio produc- at the retail counter, to marketing events, and provide live B-roll. ers are looking for pitches and topics focus groups, news releases on a brand’s Likewise, live Websites are now very that allow for the development of in annual report, to what goes on backstage at much in the game of participating in media depth conversations. Topics involving a commercial shoot or runway show. tours. Inexpensive ones can be done with harder news like medical/health, finance Second, proactively create content that Skype. and social issues tend to play well with engages the consumer, whether it’s a con- Meanwhile, B-roll continues to be radio stations. Pitches that are more test, a runway show, a “how to” demo, an among our most popular tools. It’s indis- male oriented resonate with produces, event, product giveaways, celebrity and pensable for archiving, handing out to all particularly for talk radio stations. third party endorsements, or customer media, packaging into webisodes, as well When it comes to websites, it all starts makeovers. Create an editorial calendar as creating short videos for guaranteed with content. Video content needs to based on seasonal events, launches, events placements. Don’t forget what we call appear organic, it needs to speak to the in different cities, store openings, trunk “background sound.” This supplies flavor audience of sites/blogs you’re trying to shows, commercial shoots, new talent or and immediacy. reach. experts joining your team. Shorts (from 30 seconds to a minute in Respect for a website or blog’s edito- Next, capture the content you have in length) are the future. They are serviceable, rial independence is key in any pitch. video and text. If you don’t have it on and actionable, they’re perfect for corporate Your actual pitch should be short and video, it didn’t happen. websites, distribution, the web, bloggers, sweet; the subject line of the email pitch Finally, lengthen the life of the content. guaranteed placement on broadcast TV or is your door opener, and one that doesn’t Create evergreen narratives full of action- placed-based. Web editors, TV producers, deliver a punch won’t see the light of able advice that can apply to trends and corporate content creators need turnkey day. Social media sites like YouTube, throughout the year. Create a back story that content without getting their hands dirty Twitter and Facebook get your videos gives attention and focus to the content. with editing or scripting. These are stories exposure and feedback. Most important- This is like a brand’s own “reporter” giving that hit a trend embedding a client brand or ly, they get you search engine visibility. their take on how the story went down. message either with a spokesman’s inter- Measurement of PR tools Packaging content for distribution view laced together or a voice over incorpo- In TV, Nielsen still calls the shots. Clients No content should be created without a rating that interview. The key is keeping it want to know when and where their content distribution strategy. And, existing content short and snappy. aired and how many people saw it. For the is a loss without maximizing it for distribu- The right content for the right outlet web, social media monitoring software like tion even if it is repurposed for stockholder Right now the most successful pitches on Radian6 or Invisible Technologies is the reports, corporate website, investor rela- everything from healthcare, beauty, food to way to go. These software applications “lis- tions materials, or direct marketing email travel is happening on live TV. Stations are ten” to the web and follow not only your campaigns. But first, you have to package looking for live content that attracts female video but what people are saying about it, and think through customizing the content viewers, especially in the morning. It’s crit- on blogs, messages boards, Twitter, on for any kind of distribution. ical to leverage established and emerging video sharing sites and an host of other Social media is paramount. When it technology to reach producers: social networks. In addition, you want to comes to bloggers, the biggest ones are The TV news business is transient; a hit know where you video ends up and how inundated with product-embedded mes- in Denver or Chicago is now just as likely many people have seen it. That software sages. Keep it fresh, tell them something to come as a result of outreach via Twitter gives you the answer. they don’t know. Text works best here, but or Facebook, and following producers via Christy Ferer is CEO and Founder of some bloggers love video, and many have social media allows you to maintain rela- Vidicom. £

16 SEPTEMBER 2010 4 WWW.ODWYERPR.COM septmagazine_Layout 1 8/30/10 5:34 PM Page 17

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FEATURE Veronis predicts PR rebound in 2011 PR and word-of-mouth marketing, a $5 billion business in 2009, are poised for modest growth in 2011 after double-digit declines in 2009 will ease this year, according to an analysis and forecast of the communications sector by Veronis Suhler Stevenson. By Greg Hazley

mouth, which has pending on PR, promotions and proven to be effective word-of-mouth marketing is and cost-efficient, the Sexpected to fall another 2.7% in analysis found. 2010 before bouncing back. “Public relations, John Suhler, President and General meanwhile, suffered a Partner of VSS, said the expansion peri- setback in 2009 as a od forecast by his firm will be a “longer result of tight budgets and slower” recovery because of the and difficulty in corre- breadth and depth of the recession. lating PR to sales lift,” “Advertising and marketing invest- said the VSS report. ments, historically the drivers of commu- “PR, however, will nications growth during recoveries, are rebound in 2010 and expected to be more muted due to the post accelerating gains shift away from traditional media outlets during the forecast peri- to more targeted media.” od, as companies seek VSS’ breakdown of segments in the communications sector. The VSS forecast found that spending to rebuild consumer on PR, promotions and word-of-mouth relationships following fell 10.7% in 2009 to $70.54 billion. the recession.” PR and WOMM, combined, dipped For 2011, VSS sees a expected to bounce back in 2012, but 2.8% last year to $5.05 billion, VSS double-digit decline in B2B promotions the whole group, which VSS calls noted, amid a downturn in traditional PR offsetting modest growth in consumer “marketing media,” will be the slowest offset by a double-digit gain in word-of- promotions, PR and WOMM. B2B is growing and smallest communications sector through the next few years. “Solid gains in public relations and word-of-mouth marketing will be unable to mitigate sluggish growth in traditional marketing segments …” the report notes. VSS said PR and WOMM will bene- fit from an ongoing shift from “tradi- tional” to “alternative marketing vehi- cles” which are seen to generate better return on investment. Total communications spending, which includes advertising, media and marketing, is forecast to grow 3.5% in 2010. Consumer advertising is seen to decline through 2011, while business and professional information and serv- ices, including companies like Bloomberg, Thomson Reuters and Nielsen, is expected to be the fastest growing industry sector through 2014. VSS sees the fastest communications revenue growth in the “institutional end-user space,” which includes TV programming and licensing fees, trade shows, and business and professional services. The report has been compiled every years since 1986. £

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vendors. Women only accounted for candy cigarettes, shot glasses, beer BRANDS TEMPT BLOGGERS about 25% of this year’s estimated cozies, and bottle openers. Website- 0Continued from page 13 3,500-plus attendees, which included a building company Atomic Shops (atom- heavy presence from vendors, online icshops.com) even brought a keg of beer dren, clothing that’s comfortable, whatev- marketers and brand affiliates as well as to the Expo Hall. er, we could make that happen. The mar- bloggers. Unlike BlogHer, which offered on- keters understand that. Do we?” The sponsoring companies at the site childcare and a “lactation lounge” Not all conferences created equal Affiliate Summit clearly considered men for nursing mothers, the Affiliate In strong contrast to the BlogHer to be their primary demographic. Many Summit denied admittance to anyone Conference was the Affiliate Summit of the informational materials provided under 21, including infants and tod- (affiliatesummit.com). The Affiliate by companies at the event featured dlers. Summit East, which took place at the scantily clad women. Young women That’s not to say the Affiliate Summit New York Hilton the following week on wearing bikinis strutted around the Expo overlooked women entirely. Of the 36 August 15-17, is a biannual symposium Hall in an attempt to recruit new mem- educational sessions, one focused solely for affiliate marketers, merchants and bers to the BikiniBabes Network (bikini- on marketing to women. The organizers, babesnetwork.com), a marketing com- presenters, and sponsors at the confer- PR BLAMED FOR ‘BEAUTY’ BIAS pany that uses slogans like “higher pay- ence likely do understand the signifi- 0Continued from page 10 outs are sexy” and “affiliate marketing cance of women as online consumers, ahead of the curves.” The “swag” was but perhaps are not yet convinced that cleavage” that will fit into fashionable minimal compared to that at BlogHer; women are capable of being powerful styles.” Women account for 80 percent of when it was available, freebies typically online influencers, and in turn, online all foot surgery. came in the form of logo-emblazoned sellers. £ Rhode feels that “resisting cultural pressures for cosmetic surgery or killer shoes makes it safer for others to do so as well.” The author wants parents to raise chil- dren with “positive body images, healthy diets and active lifestyles.” Consumers should educate themselves about processed and fast-food products or what critic Michael Pollan calls “edi- ble food-like substances.” People can support organizations like the National Association to Advance Fat Acceptance, Council on Size and Weight Discrimination and International Size Acceptance Organization. Rhode recommends that women send a year’s cosmetic budget to a women’s rights group instead. For their part, the media should pro- mote more diverse, healthy and realistic images of attractiveness. The author applauds authorities in Madrid and Milan for banning underweight models from fashion shows. London’s Fashion Week receives raves for requiring models to have a doctor’s note indicating their Bad hair day health is not at risk. U.S. TV network Oxygen in August took over Times Square to kick off the season premier of its newest Rhode wants greater and more serious show, “Hair Battle Spectacular.” coverage of appearance discrimination The show, which premiered on August 10, follows “fantasy” hair stylists who compete over the course and more responsible treatment of of the season to create outrageous hair styles for a $100,000 grand prize. It is hosted by former “Baywatch” weight-related issues. star and fashion model Brooke Burns. She concluded: “Beauty may be only To build buzz, five of the show’s stylists met in Times Square to compete in a hair sculpting competition. Each stylist was given a New York City borough to represent — with hair as their canvas. Once the ‘dos skin deep, but the costs associated with were complete, models showed off their new hair on a runway, where a panel of judges crowned the last its pursuit go much deeper. The financial coiffure standing. physical and psychological price of The Times Square battle royal was the brainchild of LeadDog Marketing Group, which worked in conjunc- appearance demands closer attention and tion with Oxygen Media to produce, staff, and run all programming for the event, as well as secure need- collective action ... That will require ed city permits. treating appearance not only as an aes- On-site activities for attendees included a photo booth where attendees wore “fantasy wigs” in front of thetic issue, but as a legal and political New York City borough backdrops. Oxygen also hosted an on-site Twitter sweepstakes where consumers one as well.” tweeted their favorite style for a chance to win $500. Celebrity guest judges included fantasy hair design- PR people can certainly enlist in er Derek J and “Rock of Ages” star Constantine Mouralis. Rhode’s effort. It’s payback time. £

SEPTEMBER 2010 3 WWW.ODWYERPR.COM 19 septmagazine_Layout 1 8/30/10 5:34 PM Page 20

Profiles

O’Dwyer’s Guide to: BEAUTY AND FASHION PR

9.10

beyond the competition. Carmichael Lynch Spong is Airfoil delivers the people, savvy about fashion and beauty process and performance that public relations and has a take you to a higher level. breadth of experience with third-party spokespeople, trendsetters and influencers. ALLISON & The firm exceeds clients’ PARTNERS expectations in the areas of men’s and women’s apparel, 116 East 27th Street, 4th Floor beauty products, home décor New York, NY 10016 and high-profile events. 212/302-5460 Differentiating itself from [email protected] many of the nation’s PR firms, Carmichael Lynch Spong has a Anne Colaiacovo, Partner unique approach to media rela- tions accompanied by a large Allison & Partners brings the media relations team comprised reach and resources of a global of several former journalists, leader paired with the respon- reporters and editors. The firm siveness and expertise of a has the experience and know- boutique agency to beauty and how to garner exceptional fashion brands. With years of results. experience growing some of the world’s leading fragrance, Carmichael Lynch Spong has cosmetics, apparel and acces- earned a national reputation as sories companies, our experts the champion of best practices create integrated campaigns in public relations. With staff in with traditional tactics and dig- New York, Minneapolis, ital media strategies to shape Chicago, Denver and San opinions and establish brand Francisco, the firm ignites and loyalty. Our team leverages sustains momentum for a select, longstanding relationships with but envied portfolio of big- top consumer lifestyle editorial name clients. contacts to create successful Carmichael Lynch Spong is positioning, branding and prod- admired for its creative, award- Carmichael Lynch Spong and client Sherwin-Williams partnered with uct launches; publicity and winning work; being the desti- fashion designer Cynthia Rowley to launch Concepts in Color — a media tours; events, sampling nation of choice for like-mind- paint palette featuring 250 high-demand hues. The agency worked and promotions; social net- ed achievement-addicts seeking closely with Rowley to seamlessly integrate the new colors into her working and emerging media to produce their career-best fall show at Fashion Week, including the runway, which was lit with outreach; retail marketing; work; and representing several color from above and below. sponsorships and strategic of the world’s best-known alliances; corporate social brands. wish to be known for innova- responsibility and cause mar- The firm provides unmatched tion. keting programs that reach con- expertise in two primary prac- AIRFOIL PUBLIC Airfoil has cultivated expert- sumer audiences and build tice areas: brand marketing and RELATIONS ise in building high-tech beauty market share. Our experience corporate. Carmichael Lynch and aesthetic brands. Whether includes philosophy, L’Oréal Spong is a three-time recipient USA, GoodSkin Labs, Bobbi of the PR “Agency of the Year” 1000 Town Center Drive, #600 simplifying technical concepts for consumer media or position- Brown and more. award by the Holmes Report Southfield, MI 48075 and PRWeek. 248/304-1400 ing important breakthroughs to Fax: 248/304-1401 technical and trade media, CARMICHAEL [email protected] Airfoil has helped industry www.airfoilpr.com leaders successfully launch new LYNCH SPONG The October issue of O’Dwyer’s will products and refresh estab- focus on healthcare PR, and will feature Lisa Vallee-Smith, CEO lished brands for more than 10 110 North Fifth Street a company profile section highlighting years. Minneapolis, MN 55403 Airfoil, with offices in Airfoil delivers Higher communications firms that specialize in 612/375-8500 healthcare and medical technology. Southfield, Mich. and Mountain Thinking®. With a foundation www.carmichaellynchspong.com View, Calif., is an independent in research-driven strategy, our firm specializing in marketing Higher Thinking® brings If you would like your firm to be listed, Douglas K. Spong, APR, contact Editor Jon Gingerich at 646/843- communications and public together all the means neces- President relations for technology firms sary to raise your brand above Curtis Smith, Director of 2080 or [email protected] and other organizations that the crowd and propel you Business Development

20 SEPTEMBER 2010 4 WWW.ODWYERPR.COM septmagazine_Layout 1 8/30/10 5:34 PM Page 21

PROFILES OF BEAUTY & FASHION PR FIRMS

Casio Timepieces and Coyne PR welcomed “Tik Tok” singer Ke$ha as the newest watch designer and “Brand Ambassador” for Casio’s Baby- G watches on the red carpet before her live performance at the Casio “Shock the World” event.

From product launches to spe- cial events to social media cam- COYNE PR paigns, the Beauty & Fashion team thinks bigger and acceler- 14 Walsh Drive Parsippany, NJ 07054 ates buzz for its clients, always 973/316-1665 keeping a finger on the pulse of this fast-paced industry. 1065 Avenue of the Americas 28th Floor New York, NY 10018 FILM FASHION 212/938-0166 www.coynepr.com A Division of Rogers & Cowan Pacific Design Center Tom Coyne, CEO 8687 Melrose Ave., G684 Rich Lukis, President Los Angeles, CA 90069 Deborah Sierchio, Vice 310/854-8195 President, Beauty & Fashion Fax: 310/854-8138 [email protected] www.filmfashion.com Coyne PR has established itself as one of the leading inde- Carla Blizzard, Vice President pendent full-service public rela- tions firms in the country repre- Film Fashion, an exclusive senting an impressive collection division of Rogers & Cowan, of international corporations, specializes in matching fashion Jennifer Lopez (pictured above) shines on the red carpet in a Zuhair top national brands, high-profile and accessory brands with Murad evening gown at the 2010 MET Gala. Film Fashion Client: events and first-class organiza- prominent celebrities to provide Zuhair Murad. Publication: Life & Style Magazine. tions. No agency possesses a heightened brand awareness. better combination of unbridled This specialty PR firm creates creativity, limitless enthusiasm, customized solutions to match strategic approach, impeccable clients and their latest fashions integrity and client service than with the “right” celebrities and their roster of fashion designers, Recent projects have included our nationally recognized firm. trendsetters that embody their fine jewelers, luxury goods, and dressing celebrities for magazine Coyne PR’s Beauty & Fashion brand and promote the desired specialty retailers may include photo shoots and red carpet team implements campaigns for image. designer profiles, collection appearances, securing editorial clients including Mary Kay The firm leverages these launches, and fashion shows. placements and coordinating Cosmetics, Solstice Sunglass Hollywood associations into Film Fashion’s unique showroom product placement working with Boutiques and Casio media coverage through the exe- space provides an optimal loca- talent such as Jennifer Lopez, Timepieces. The team knows cution of strategic media rela- tion to introduce media, stylists Taylor Swift, Penelope Cruz, that the measure of success is tions campaigns targeting key and celebrities to our client’s Halle Berry, Eva Mendes, Carrie based on the ability to impecca- fashion, lifestyle, and entertain- brands by housing an edited col- bly groom the client’s image. ment press. Media activities for lection of samples. 0Continued on page 22

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PROFILES OF BEAUTY & FASHION PR FIRMS

FILM FASHION Grace Leong, Jason Winocour, Jonathan Lyon, Claire Burke, 0Continued from page 21 Mark Newman, Donetta Allen and Gigi Russo, Partners Underwood, Beyoncé and Katy Perry. Clients include A Pea in Hunter Public Relations is a the Pod, Catherine Malandrino, certified woman owned top- Chopard, David Meister, ranked marketing communica- Georges Chakra, Jenny Packham, tion firm specializing in con- Pamella Roland, Swarovski, sumer brands and lifestyle pub- Tadashi Shoji and Zuhair Murad. lic relations. In business for 21 Leading the Travel Industry years, the 75-person, independ- ently owned and operated firm HOPE-BECKHAM offers strategic marketing PR by Providing Professional services including creative INC. brainstorming and facilitation, traditional and social media 17 Executive Park Dr., Suite 600 relations, special event produc- Travel Services Since 1972 Atlanta, GA 30329 tion, product introductions, 404/604-2613 anniversaries, contests, local [email protected] market events, spokesperson www.hopebeckham.com tours and crisis counseling. Revitalizing mature brands, David C. Van Voorhis, Director creating buzz for new products Business Development/Client and building awareness among Relations key influencer groups and celebrities are among the firm’s The latest “must have” dress specific areas of expertise. or beauty product, the opening of a brand new retail location … Clients have included what do these things have in Johnson & Johnson, L’Occitane common? (Melvita U.S. launch), Dana They lack a voice, a way to Classic Fragrances, Alberto- effectively communicate with Culver, and Church & Dwight. the consumer in a way that rais- es awareness and influences buying decisions. JAYNE & Hope-Beckham’s client Belk Inc. unveiled the 2010 fall fashions with Let Hope-Beckham be the COMPANY, LLC voice that speaks to your audi- bold jewelry as a hot item this season. Check out more fashions at ence. www.belk.com. 16496 Falmouth Drive Hope-Beckham Inc. excels in Cleveland, OH 44136 public relations and experiential 440/846-6022 marketing. The agency provides [email protected] • Business Travel Consultants a variety of services to its clients www.jayneandco.com on a local, regional and national level. In 2007, 2008 and 2009, Jayne Morehouse, President • Strategic Meetings Management Hope-Beckham was named one of O’Dwyer’s Top Independent At Jayne & Company, we Locations: PR Firms in Beauty and build beautiful relationships for • Government Travel Contractors Fashion. new, growing and established Hope-Beckham serves brands, products, services and North America Fortune 500 and smaller compa- personalities. We share beauty, • Over 200 Offices Worldwide nies and organizations with the fashion, wellness, natural and Middle East same energy, commitment and lifestyle brands’ stories directly • Competitive Online Booking solid results. and via targeted traditional and Why Hope-Beckham? social media to the audiences Europe Hope-Beckham is committed who matter most to you — from • One-on-One Travel Consultation to being the best resource for end consumers to your industry, Asia clients — responding quicker, from your distribution partners working faster and smarter and to your own community to cre- • Leisure Travel Experts Find out about cruises sailing from New York providing the best possible value ate, build and strengthen aware- and other worldwide destinations for its clients. ness, leadership positioning, sales and ongoing connections. Our point of difference comes 888-333-3116 Hunter PR planned and executed the Carefree® Fresh Start Fund, an HUNTER PUBLIC from a deep and interactive integrated brand platform in partnership with the Step up Women’s RELATIONS understanding of our clients’ Network. Pictured here is Kelly Rutherford, a Step up Women’s businesses, coupled with an Network supporter, congratulating the top recipients of the 41 Madison Avenue, 5th Floor indelible passion for the growth Carefree® Fresh Start Fund at a New York City event with the organi- New York, NY 10010-2202 of their brands. But most of all, zation’s members. Ten women received a total of $25,000 in funding 212/679-6600 our fun, entertaining and rele- [email protected] vant communications process 212-563-3500 • OmegaNewYork.com to make a fresh start. www.hunterpr.com makes your brand memorable. World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 22 SEPTEMBER 2010 4 WWW.ODWYERPR.COM septmagazine_Layout 1 8/30/10 5:34 PM Page 23

Leading the Travel Industry by Providing Professional Travel Services Since 1972

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

212-563-3500 • OmegaNewYork.com World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 septmagazine_Layout 1 8/30/10 5:34 PM Page 24

PROFILES OF BEAUTY & FASHION PR FIRMS

Communication and Cause- Barefoot Technology (MBT). Related Marketing, Loving + Company delivers true life + style marketing. MCENTYRE PUBLIC RELATIONS

MALONEY & FOX 305 Madison Avenue, Suite 1028 New York, NY 10165 89 Fifth Ave., 4th Floor 212/856-9777 New York, NY 10003 Fax: 212/883-1771 212/243-2000 [email protected] Direct: 646/356-8383 www.mcentyrepublicrelations.com Fax: 212/243-5500 [email protected] [email protected] While accounts new to the www.maloneyfox.com agency include publishing, cleaning products and home fur- Julie Levinthal, Fashion nishings, beauty and fashion Consultant remains the cornerstone of busi- ness at McEntyre Public As a boutique firm that suc- Relations. All clients benefit cessfully merges small agency from the agency’s big ideas — creativity and attention with big creative and ingenious ways the firm uses to get clients noticed Kaplow has been building brand buzz for the Cosmetic Executive agency know-how, Maloney & Fox (M&F) continues to see fast and favorably. Media Women Beauty Awards for 15 years. This year’s star-studded event placement is key here and the hosted beauty authorities, celebrities and influencers including impressive growth in its fashion and luxury goods practice. firm, utilizing all media chan- Chairwoman of the CEW Board Jill Scalamandre, Kim Kardashian M&F’s savvy and dedicated nels, routinely scores national and Allure Editor-in-Chief Linda Wells. teams create fresh television, print and online hits. marketing/PR strategies and Working in tandem with clients’ long-standing client relation- campaigns to help clients gain brand managers, the company KAPLOW ships with its best-in-class influence, build and increase takes pride in helping to accom- clients, including Avon mark, brand awareness and boost plish marketing and sales goals Alberto Culver, Cosmetic — whether it is for one of the 19 West 44th Street, 6th Floor sales. New York, NY 10036 Executive Women, CVS / phar- M&F’s Voluptuary Marketing world’s largest beauty compa- 212/221-1713 macy, Shiseido, Timex and — which plays to and ignites nies or a new entrant to the [email protected] Target. consumers’ tactile, sensual, beauty/fashion marketplace. www.kaplowpr.com emotional and style prerogatives LOVING + — has been successful, giving a PIERCE MATTIE Liz Kaplow, CEO traditionally static craft a power- Evan Jacobs, CFO COMPANY ful sensory dimension. PUBLIC RELATIONS Furthermore, M&F has Kaplow is an award-winning, 276 Fifth Avenue, Suite 801 become an agency capable of 62 West 45th Street, 3rd Floor independent public relations New York, NY 10001 “Master Pairings.” Uniting New York, NY 10036 agency with deep expertise in 212/213-3504 brands that share visions, yet 212/243-1431 brand-building, beauty, wellness www.lovingandcompany.com don’t compete with one anoth- [email protected] and fashion communications. er, has yielded interesting and Kaplow exists for a singular rea- Loving + Company is a full- fruitful partnerships, promo- Pierce Mattie, CEO & Founder son: to emotionally connect our service public relations firm spe- tions, editorial coverage and clients’ brand stories with con- cializing in building brands that new customers. VIP and Pierce Mattie Public sumers who matter. help people feel good, look great celebrity relationships are also Relations remains the industry With unparalleled access to and live well. Focusing on con- incorporated by the team in leader in communications for media and unsurpassed connec- sumer-engaging, bottom-line- both subtle and substantial beauty and fashion brands. tions to influencers, Kaplow driving lifestyle PR, the agency ways. Headed by a wellness and reaches beyond traditional pub- works with major personal care, Maloney & Fox’s luxury lifestyle expert Pierce Mattie, it lic relations to spark conversa- beauty, wellness, home design goods, beauty and fashion is the only firm that has a spa, tions and engage consumers. and fashion brands. expertise grew out of successful known as the Media Oasis, built Through our K:drive division, The agency blends classic PR campaigns for premier brands into their corporate office in Kaplow extends brand buzz expertise with new media know- including Wonderbra, Peroni Times Square. At Pierce Mattie across the social media space how to produce consumer-sur- and iSaloni Worldwide, Public Relations our team is where consumers live. K:drive rounding brand experiences. footwear leaders Brooks Sports innovative, client-focused and expertise includes viral and Loving + Company builds client and Rockport. M&F’s exclusive results-oriented. Collectively social media campaigns, brand programs that change minds, roster currently includes the our executives are stronger with audits, blogging and blogger build dialogues, win hearts and 263-year-old signature spirit diversified back-grounds that relations, video production and move products. Strategic cre- Drambuie; Mercedes-Benz meet the needs of a broad range media training. ativity is a hallmark of the firm. USA; Hendrick’s Gin, of clients. Liz Kaplow founded the firm With an eye on pop culture and Glenfiddich and the Balvenie, Pierce Mattie PR has solid 19 years ago after an extensive serious style, agency thinking is among other brands from relationships with the editorial career in beauty, fashion, well- adventurous, unexpected and William Grant & Sons; and The world of New York and the ness and lifestyle communica- engaging. Thomas Riley Artisans’ Guild. celebrity world of Hollywood. tions. Quality, individualization Specializing in Brand This past year, the agency also Pierce Mattie PR has a proven and measurable results are at the Building, Media Relations, added Tupperware’s track record of collaborating center of every client program. Social Media Marketing, Event BeautiControl line and leading with its client partners to deliv- As a result, the agency maintains Management, Crisis footwear manufacturer Masai er consistently outstanding

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PROFILES OF BEAUTY & FASHION PR FIRMS

results. expertise in the fashion, beauty 2nd-tier and 3rd-tier cities, Dior, Chanel and many others. and luxury categories providing Ruder Finn has developed long- publicity and marketing cam- standing client relationships RBB PUBLIC paigns, special event support, that include Canali, Givenchy, VI NELSON & RELATIONS celebrity/influencer seeding, Follie Folli, Hennessy, ASSOCIATES, INC. promotions and product place- Forevermark (previously DTC / 355 Alhambra Circle, Suite 800 ment. Our commitment is illus- De Beers) and Bang & Olufsen 1560 N. Sandburg Terrace Miami, FL 33134 trated in the work we do in pro- to name a few. As China contin- Suite 3410 305/448-7450 moting men’s, women’s and ues to enjoy remarkable eco- Chicago, IL 60610 www.rbbpr.com children’s apparel, eyewear, nomic growth, wealthy Chinese 312/944-1262 handbags, shoes, jewelry, time- are catching up with the rest of [email protected] Christine Barney, Lisa Ross, [email protected] Tina Elmowitz pieces, beauty/skincare prod- the world and making a global ucts, celebrity brands, designers impact on luxury and fashion Vi Nelson, President Miami-based rbb Public and fashion-related events. brands around the world. China Kate Cicela, Vice President Relations is a leading PR firm As agency of record for is now the 3rd biggest luxury with a wealth of experience Luxottica Group’s Fashion goods consumer, growing at an Vi Nelson & Associates, Inc., serving beauty and fashion Brand Segment, Rogers & annual rate of 20%-30%. The (VNA) specializes in connecting clients from hair care products Cowan handles all public rela- China Luxury Forecast, a yearly with and influencing the beauty and to international accessories tions for brands such as Ray- in-depth annual analysis by spa industry through highly creative retail. The agency prides itself Ban, Vogue Eyewear, Tory Ruder Finn Asia, examines and and integrated communications. on delivering award-winning Burch, D&G, DKNY, and charts the trends and influenc- Among the firm’s proven strengths campaigns that use smart com- Sunglass Hut. Rogers & Cowan ing factors in the market. This are salon/spa industry research, munications to persuade, moti- works on behalf of Luxottica to unique knowledge has allowed strategic communications, multi- vate and influence consumer implement strategic marketing Ruder Finn China, with offices faceted marketing programs, strong decisions, and has been recog- campaigns that encompass con- in Shanghai, Beijing, media relations, educational and nized for best practices in media sumer and fashion PR, product Guangzhou and Hong Kong, to promotional material development, relations, corporate and crisis launches, celebrity and influen- offer even more communication cause and relationship marketing. communications, product intro- tial seeding, and entertainment and positioning services in this VNA combines PR and marketing ductions and digital/social events. key market. expertise with a high level of salon media. Clients have included industry understanding. rbb’s beauty and fashion Sunglass Hut, Ray-Ban, VIDICOM We are the communications client experience includes Clinique, Spa Chakra, resource for leading associations, Innovative Skincare, Wrinkle brands such as Bijoux Terner, a 1775 Broadway, Ste. 401 events and companies in the beauty fashion accessories retailer with Free Eyes, Pastry, David Babaii New York, NY 10019 industry, including America’s more than 550 boutiques in 60 for WildAid, Sponge Skincare, 212/895-8300 Beauty Show, American countries, and Global Keratin, Dylan’s Candy Bar, Whitney www.vidicom.com Association for Esthetics, an international leader in scien- Eve, Moody Mamas, ETRO, ColorAmerica, Cosmetologists tifically advanced hair care and Glamour’s Reel Moments. Christy Ferer, Founder and CEO Chicago, Cosmetólogos Latinos, products. Three-time winner of International Nail Technicians Vidicom has been in business “PR Agency of the Year,” rbb Association (INTA), Independent RUDER FINN, INC. for 28 years now, and we pro- gives its Fortune 500 and entre- Cosmetic Manufacturers and vide the pool camera feed for preneurial clients award-win- Distributors Association (ICMAD), 310 East 57th Street both the New York and Paris ning counsel and results, and P&G Beauty & Grooming, P&G New York, NY 10022 Fashion Weeks. Christy Ferer, the individual attention avail- Salon Professional and Pivot Point 212/593-6400 our founder and CEO, is a for- able only through a boutique International, Inc. Direct: 212/593-6387 mer fashion correspondent for agency. Explore how rbb’s [email protected] Through professionalism and the CBS Early Show and NBC’s employee-driven workplace www.ruderfinn.com dedication, VNA is responsive and TODAY Show and writes a reg- delivers extraordinary client flexible in our working relationship ular column on fashion for the satisfaction at www.rbbpr.com Louise Harris, President, to fit a client’s needs. The agency is Huffington Post. Her efforts to or call 305-448-7457. International, New York celebrating its 20th anniversary in promote Paris Fashion Week, 2010. Ruder Finn offers award-win- the fashion industry and invest- ROGERS & COWAN ning brand positioning, media ment in France in general, expertise and insider access to helped lead to her being award- WEBER 919 Third Ave, 18th Floor traditional press, social media ed the prestigious French Legion SHANDWICK New York, NY 10022 and influencers to communicate of Honor this year at the French 212/445-8400 a clear message to consumers. Embassy in New York. 919 Third Avenue Fax: 212/445-8290 With global capabilities in the Vidicom’s coverage of NY New York, NY 10022 [email protected] U.S, Europe and Asia, Ruder Fashion week is featured on the 212/445-8000 www.rogersandcowan.com Finn’s team of lifestyle experts People.com website as well as [email protected] help to develop storylines, our NY hotel channel (in over [email protected] Fran Curtis, Executive Vice www.webershandwick.com President (New York) shape strategy and deliver 40,000 hotel rooms) and in- Maggie Gallant, Senior Vice measurable business results for flight on JetBlue. Throughout the year, Vidicom produces a Lisa Sepulveda, President, President (New York) luxury, fashion and beauty Global Consumer Marketing Carla Blizzard, Vice President brands. regular feature called “Beauty Jill Murphy, Chief Business (Los Angeles) Our client roster has included on the Go” which is seen on Development Officer such luxury fashion and beauty CityBuzz hotel TV systems Rogers & Cowan, with brands as Sephora, Hermes, and nationwide, on DirecTV, in- Weber Shandwick has exten- offices in New York and Los Cartier. flight and on cruise lines. sive experience in the beauty and Angeles, is located in two of the One of the earliest interna- Fashion and beauty brands that fashion category, with clients largest fashion capitals in the tional agencies strategizing with work with Vidicom include world. We offer extensive luxury brands to enter China’s L’Oreal, Calvin Klein, Christian 0Continued on page 26

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PROFILES OF BEAUTY & FASHION PR FIRMS

O’DWYER’S 2010 RANKINGS OF HOME FURNISHINGS PR FIRMS

1. Edelman $39,621,535 New York 2. Gibbs & Soell 3,121,141 New York 3. L.C. Williams & Assocs. 2,916,975 Risë Birnbaum, Founder & CEO of zcomm. Chicago

with a focus on beauty and fashion 4. Kaplow 1,800,000 WEBER SHANDWICK PR, consumer products, food and New York beverage, healthcare, and issues 0Continued from page 25 and advocacy work. 5. Zeno Group 1,614,072 This award-winning, agile-yet- ranging from mass-market skin mighty shop works for clients on New York and hair care brands to intimate behalf of large agencies or directly 6. Hunter PR 1,497,328 apparel and outerwear. for associations, companies and The beauty and fashion group other organizations. New York offers an experienced team of Founded by former ABC experts who know how to break Network Correspondent Risë 7. Lou Hammond & Assocs. 955,809 through the clutter of competitive, Birnbaum, zcomm produces New York fast-paced and dynamic markets. impactful audio and video content Expertise includes brand building, that is successfully delivered to tar- 8. The Rogers Group 548,083 product launches, event and fashion get demos via radio, TV, internet show planning, grassroots market- and out-of-home venues including Los Angeles ing, social media strategy and exe- airport monitors, fitness club TVs, 9. Luckie Strategic PR 503,367 cution, branded entertainment and audio in grocery stores and pharma- celebrity and influencer seeding, cies and screens in bars. zcomm Birmingham, AL retailer support, cause marketing creates and executes customized and issues management. programs that combine best prac- 10. Gregory FCA Comms. 280,000 A keen sense of style, coupled tices with out-of-the-box radio and Ardmore, PA with strong relationships with beau- Internet promotions and social ty and fashion editors — as well as media to reach multiple touch 11. The Kotchen Group 257,733 celebrity stylists, make-up artists points. Its blend of earned and and Hollywood A-listers — enable strategically-placed media enables Hartford, CT team members to produce award- zcomm to guarantee coverage. And 12. RLF Comms. 211,137 winning results for clients. From its mix of veteran news and market- the beauty and fashion pages to ing pros knows how to creatively Greensboro, NC national morning shows and enter- and successfully reach the media, tainment media to the Web’s most bloggers and other niche audiences. 13. Intermark Group 170,039 Among its many services, influential blogs, Weber Shandwick Birmingham, AL gets client products noticed — by zcomm provides radio media, satel- the right audiences, in the right ven- lite media and IM tours, radio & 14. Rosica Public Relations 72,239 ues and at the right time. online news releases, podcasts, PSAs, radio and internet promo- Paramus, NJ tions, video production and editing, ZCOMM translation services, social market- 15. Jackson Spalding 32,210 ing and conference coverage, in 7830 Old Georgetown Road Atlanta Suite 125 English and Spanish to tap into the Bethesda, MD 20814 exploding Hispanic market. 16. Kwittken & Co. 23,000 In business for 20 years, www.zpr.com New York www.twitter.com/zcommunications zcomm is obsessed with client service, innovative services and 17. Public Comms. Inc. 22,640 Risë Birnbaum, Founder & CEO metrics, which have generated longstanding, loyal clients. Chicago zcomm is a Women’s Business zcomm is keenly aware of clients’ Enterprise (WBE) national market- needs for quick updates and edits, ing and communications agency firm budgets and timetables and

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O’DWYER’S 2010 RANKINGS OF BEAUTY & FASHION PR FIRMS

1. Edelman New York $22,722,032

2. Kaplow New York 3,073,000

3. 5W Public Relations New York 2,011,110

4. Pierce Mattie Public Relations New York 1,298,330

5. zcomm Bethesda, MD 1,024,118

6. Coyne PR Parsippany, NJ 942,000

7. Hunter PR New York 755,024

8. Gregory FCA Comms. Ardmore, PA 585,000

9. Allison & Partners San Francisco 432,777

10. Airfoil PR Detroit 376,680

11. O'Malley Hansen Comms. Chicago 287,000

12. Hope-Beckham Atlanta 258,012

13. Kwittken & Co. New York 232,664

14. rbb PR Miami 224,485

15. TransMedia Group Boca Raton, FL 170,000

16. Zeno Group Chicago 168,514

17. Linhart PR Denver 155,078

18. RL PR & Marketing Los Angeles 145,411

19. The Kotchen Group Farmington, CT 130,522

20. Rosica Public Relations Paramus, NJ 114,005

21. Seigenthaler PR Nashville 95,336

22. Vollmer Houston 88,550

23. Trevelino/Keller Atlanta 52,000

24. Boardroom Communications Plantation, FL 50,000

25. Kohnstamm Communications St. Paul, MN 38,860

26. Winning Strategies PR Newark, NJ 37,747

27. Shelton Group Dallas 37,210

28. Richmond PR Seattle 36,566

© Copyright 2010 The J.R. O'Dwyer Co. septmagazine_Layout 1 8/30/10 5:34 PM Page 28

OPINION Professional Development

How to handle ‘exclusives’ media and the popularity of Web-based By Fraser Seitel dailies, the most powerful organizations — like the Times and the Journal — “The United States has discovered nearly $1 three international publications to publish often refuse to carry an exclusive unless trillion in untapped mineral deposits in 90,000 pages of federal intelligence they are the only outlet allowed to break Afghanistan, far beyond any previously reports on the Afghanistan war. the story. known reserves and enough to fundamen- tally alter the Afghan economy and perhaps WikiLeaks wacky Aussie founder When this happens, a public relations the Afghan war itself, according to senior Julian Assange not only leaked the secret person must decide whether to honor the American government reports to the three publications, but liter- demand or take the story elsewhere. officials.” ally forbade them from printing the mate- 3. Make the reporter a colleague. — The New York Times rial for two weeks. Assange called the Awarding an exclusive allows a public shots, and the powerful newspapers and relations professional to adopt a role with “Snooki, Pauly D and a journalist, different than the traditional Mike ‘The Situation’ magazine obeyed. Sorrentino have Such is the potential power to an organ- “adversarial” one. launched their own ization of favoring a particular reporter or On exclusives, a public relations PSA – The “GUI-DO” reporters with an exclusive. So the professional becomes more a colleague campaign – to help solve the world’s point is, exclusives work. But in dispens- than an adversary, working with the ing them, public relations professionals reporter to identify newsworthy angles or Fraser P. Seitel has problems.” been a communications — popeater.com must be careful. Here are rules to underlying significance of the announce- consultant, author and remember. ment being made. teacher for 30 years. He “Through key intelli- 1. Best to offer the exclusive to only This unique relationship increases the is the author of the gence sources in one outlet. possibility that the eventual story will Prentice-Hall text, The Afghanistan and As the word suggests, the best exclu- reflect more closely the goals and intent Practice of Public Pakistan, I have just Relations. learned that reclusive sives are those offered to only one, of the sponsoring organization. Taliban leader and top privileged organization. 4. Time the release to coincide with Osama bin Laden ally, Mullah Omar has If you agree, for example, to let the exclusive. been taken into custody.” Wall Street Journal announce the story, In terms of timing, the public relations — Andrew Breitbart, biggovernment.com you have given your word that no com- person should be accommodative to the petitor organization will beat the Journal journalist. eporters live for scoops. They get to the punch. The benefit of such an Occasionally, a reporter will need more rewarded by their organizations approach is that you can take the time to time to research the story fully, conduct Rand lauded by their colleagues if work with the reporter to help frame the interviews with key spokespeople, and they are the “first on the block to break a story, without worrying about others prepare a comprehensive article. In such story.” In journalism, it has been forever interpreting it differently. cases, the public relations professional thus. And today, with non-stop blogs con- In securing the Journal to write the should adjust the timing of the formal stantly battling for recognition, the exclu- story, your publicity transforms itself into announcement. sive is even more coveted. bona fide news, thus attracting follow up Most typically, a formal release on a It matters little that the scoop may be coverage. paid wire would appear coincident with exaggerated (The New York Times 2. If awarding more than one exclu- the story appearing exclusively in the Afghanistan story) or non-sensical sive, admit it. chosen publication. Stated another way, (Popeater Snooki story) or just plain, flat- Infrequently in the case of really big at the moment the story breaks in print or out wrong (Andrew Breitbart [surprise!!] news — such as the WikiLeaks leaks — on the web, the organization should story). more than one exclusive might be formally make its announcement. What matters most today is that you called for. 5. Share the wealth. and your blog or newspaper or cable Most frequently, this would apply to No question that exclusives work. But news program or radio talk show were awarding an exclusive to a news daily they are also dangerous. the first to break the story. Every journal- and a magazine or blog that covers your Nothing infuriates competitive journal- ist wants to be first. And they will bargain industry. In no case, should an exclu- ists more than knowing they were beaten to secure that distinction. sive be given to media which compete to a story. The quickest way to alienate a Consequently, for PR people, the exclu- head-to-head, say like the New York reporter is to give competitors repeated sive is an important tool in securing pub- Times and Washington Post. exclusives. licity for one’s client or organization. Competition in journalism — while The answer is to reward different exclu- And your leverage even with the most greatly diminished in the fallout of sives to different news organizations. influential media in society — New York daily newspapers — nonetheless still Reporters are big boys and girls. They Times, Wall Street Journal, Washington exists. And public relations people understand that some organizations Post – increases with the presumed should be respectful of it. outrank them in terms of audience and import of what it is you are pitching. Most important, if you do plan to clout. But as long as they are treated The most recent and powerful example award more than one exclusive, you fairly, they will understand. was the selection by anti-establishment, should acknowledge as such to all recip- And fairness in terms of exclusives whistle blower Web site, WikiLeaks, of ients. With the consolidation of the ultimately means sharing the wealth. £

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Financial Management Financial analysis: A tool for agency growth By Richard Goldstein Ratio. Its formula is cash plus accounts worth by agency owners. Another way of inancial statement analysis is an receivable divided by current liabilities. understanding this is total liabilities to net important tool in managing your This ratio is very similar to the working worth reflects the extent of liabilities used Fagency. If you monitor the ratios of capital ratio and in some cases may be to finance assets while long-term-debt to your agency on a regular basis, you will exactly the same. The ratio is often used net worth reflects the extent non equity gain insight into how effectively you are by creditors to determine the ability of capital is used to finance assets. managing the the agency to repay loans. Again, a good The approximate industry average for agency. For exam- ratio is 1:1. total liabilities to net worth for smaller ple, the balance To improve your ratios consider the agencies is 66% to 99% industry wide. sheet is more than a following: This seems to indicate the industry is listing of assets, lia- • Review your billing and collection financed more by debt than owner’s equi- bilities and owner’s policies. ty. equity. Buried in the • Manage rebillables (do not pay ven- Fixed assets to net worth captions and num- dors until you are paid). This ratio shows to what extent owner’s bers is a wealth of • Consider long term debt rather than equity has been invested in fixed assets. information for short term debt. Higher ratio relative to the Richard Goldstein those who know the • Make sure all professionals record industry norm can indicate low working is a partner at password to unlock their time and bill timely. Keep over capital (current assets minus current Buchbinder Tunick & Company LLP, New the financial infor- servicing to a minimum! liabilities) or higher debt levels. The ratio York, Certified Public mation. • Add a markup for administrative serv- for smaller agencies approximates 25 per- Accountants. Ratios are among ices or have vendors bill clients directly. cent and 24 percent for the the best known and • Consider leasing instead of purchas- industry. most widely used tools of financial ing equipment. To improve your ratios consider the fol- analysis. • Don’t use short term debt to purchase lowing: A ratio expresses the mathematical assets having a useful life over one year. 1. Consider leasing excess space to other relationship between one quantity and • Negotiate with vendors for your busi- agencies or companies. another. Ratios, however, are just indica- ness, both as to price and payment terms. 2. If you are paying above market for tors to help you better understand your If your clients tend to pay you in 60 or 90 your office space, consider asking the agency and should serve as just one of days, your vendors should be paid using landlord to renegotiate. This may be the many tools in your managerial arse- the same terms. possible if there is give and take on both nal. • Offer a discount; say 5%, to get paid sides; for example, extending the term of Beginning with this column, I will sooner. the lease. explain some ratios specific to the PR Current liabilities to net worth 3. Consider leasing equipment rather industry, including industry benchmarks. This ratio contrasts funds that creditors than buying. At the end of the series, readers should are temporally risking with funds invest- 4. Try to sell furniture and equipment no have a listing of all industry specific ed by the agency owners. The smaller the longer being used. There is a market for financial ratios, including an explanation ratio the more secure the creditors. The used furniture. of the ratio and action steps to help larger the ratio relative to industry 5. Review the leasehold improvement improve their agencies. norms, the less security there is for cred- general ledger account to see if any of Solvency ratios itors. The industry ratio ranges from 75 these items can be reclassified and depre- Solvency or short-term liquidity of a percent 66 percent for smaller agencies. ciated using shorter lives. The increased PR agency is measured by the degree to (The ratios indicated reflect median tax deduction will reduce taxes and convert assets into cash or to obtain cash. measurers for the PR industry. Median increase cash flow. One widely used measure of liquidity is ratios are often used to smooth out dis- 6. Consider negotiating extended pay- working capital. The concept of working tortions which would be caused by ment terms with key suppliers for older capital is simple: the excess of current unusually large firms in the analysis accounts payable and offer discounts to assets over current liabilities. It shows pool.) customers for paying sooner. Also the margin of safety present to cover any Total liabilities to net worth consider changing 30 day payment terms possible reduction of current assets. This ratio is the most comprehensive to 60 or 90 days. Expressed as a ratio, it is current assets ratio that measures the relationship 7. Consider outsourcing to other agen- divided by current liabilities. The higher between total debt to total net worth. It cies in house expertise or facilities. For the ratio, the greater the liquidity. A low expresses the degree of protection provid- example, if you have an in house graphic or negative ratio indicates a lack of liq- ed the creditors by the owners. The higher designer, consider offering this service to uidity and a potential problem in meeting this ratio, the higher the risk to the credi- other companies who may otherwise use a maturing obligations. A ratio of 1:1 tors. more expensive alternative. means the agency has $1.00 in current A cousin to this ratio is “long-term debt 8. Consider refinancing long-term debt. assets to cover each $1.00 of current lia- to net worth.” This ratio is better known as Bankers may just compete for your busi- bilities. Look for a ratio of above 1:1 the “debt to equity” ratio. A ratio in excess ness. and as close to 2:1 as possible. of 1:1 indicates higher long-term debt par- Next month efficiency ratios will be A second liquidity ratio is the Quick ticipation by creditors as compared to net discussed. £

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OPINION Guest Column ‘Abundance of caution’ in crisis PR By Tony Jaques under-processing” (which presumably would understand. Did some smart hen organizations are facing a means it wasn’t cooked properly). lawyer tell you it was a clever phrase? crisis or a serious issue, this Even though the U.S. Agriculture It is not quite clear who started using Wis exactly the time for accu- Department said it had not yet received and mis-using this phrase, though it rate, unambiguous language, not mean- any reports of illnesses from consump- appears to have gained momentum dur- ingless corporate messaging. tion of the products, Campbell’s ing the so-called War on Terror, when But recent over- announced a voluntary recall “in an American government officials started use of the foolish abundance of caution.” But did they real- using it to justify measures such as phrase “an abundance ly have any choice? And even if they did, x-raying shoes at airports. of caution” seems to why not state the facts openly. Maybe: But it gained the highest endorsement be nothing more than “We don’t believe there is any real risk in January 2009 when White House sen- a smokescreen to from this product, but we believe this is ior counsel Greg Craig explained that obscure clear the right decision to remove any possible the newly-inaugurated President Obama communication. doubt for our customers. Public safety is would retake his oath of office in “an McDonald’s in our highest priority.” Wouldn’t that be abundance of caution.” Perhaps it was a June recalled 13 preferable? complicated way of explaining how Tony Jaques is million Shrek- Shortly afterwards, the phrase was someone in a very senior position managing director of themed souvenir shorn of any last vestiges of meaning appeared to have made a simple mistake. the Melbourne-based glasses after the dis- after maggots were found in the over- However, that all changed at the end of Issue Outcomes P/L which specializes in covery of toxic cad- head locker of a U.S Airways aircraft in 2009 when Unilever tried to blame “an issue/crisis manage- mium in paint used North Carolina. Airline spokesman abundance of caution” for recalling ment and risk com- to decorate the Todd Lehmacher told a highly startled potentially contaminated Slimfast prod- munication. glasses. The level of public the overhead bin was cleaned, ucts. Use of the term then began to cadmium was with- and the aircraft was later taken out of spread faster than a food-poisoning in all federal and service and fumigated out of “an abun- scare. state legal safety limits, but McDonald’s dance of caution.” No-one would question for a moment announced the voluntary recall was done With respect, Mr Lehmacher, no it the need for caution, especially when “in an abundance of caution.” wasn’t. It was fumigated to remove the dealing with public health and safety. Given that most authorities agreed slightest doubt about the cleanliness of But communicators and public relations there was no real risk to users, the phrase the aircraft in order to protect the brand professionals need to focus on clear and just might have been acceptable in this and your passengers. Why not say so? unambiguous communication and dump case. But that argument would be hard to We are intelligent human beings. We this abundance of caution. £ sustain two weeks later when Campbell’s Soup announced it would recall nearly 15 million pounds of canned spaghetti and meatballs because of “possible PSB invests in online news site

Media Briefs enues.” inneapolis-based Padilla BMTN “fits within Padilla’s mis- NEWS CORP. HALVES EXEC. PAY Speer Beardsley and The sion of helping organizations commu- MDolan Co. are investing nicate with the people who are impor- News Corporation has cut the salary of Chase $1M in BringMeTheNews.com, tant to their success.” Carey in half to $4M and increased the amount of which was founded by former news bonus comp tied to performance available to the BMTN has a dozen staffers who president/deputy chairman of the media combine. anchor Rick Kupchella. gather local news and distribute it via Under the revamped bonus scheme, two-thirds PSB CEO Lynn Casey and Jim online and social media sites. It pro- of executive bonuses are to be based on the com- Dolan will join BMTN’s board of duces radio broadcasts that are aired pany’s financial and operating performance. Bonus directors. The PR firm’s involvement on Clear Channel stations in targets were formerly budgeted. in the venture is to get an “insiders’ Carey has the opportunity to haul in a maximum Minneapolis/St. Paul, St. Cloud, $20M in bonus comp for fiscal `11, according to view into new and emerging ways to Brainerd, Marchall and Warroad. News Corp.’s 8-K filed Aug. 2 with the Securities deliver news content to consumers,” Kupchella spent 20 years as inves- and Exchange Commission. according to the release announcing tigative reporter and anchor at In the event that Carey is terminated prior to he investment. June 30 `11, he will receive a lump sum payment KARE-11 in the Twin Cities. of $21.2M. Carey returned to News Corp in June Casey says the BMTN model Dolan was executive VP of the 2009 to succeed Peter Chernin. He had been run- “showcases reporting from respected Jordan Group, a New York invest- ning DirectTV. sources, credits and links the reader ment banker focused on the media. News Corp. CEO Rupert Murdoch is eligible to back to those sources and relies on He also held positions at Kummerfeld receive a maximum bonus of $25M. His son, sponsored content instead of tradi- James, eyes a potential $12M windfall. The Assocs, mergers and acquisitions, and younger Murdoch heads European and Asian oper- tional advertising to generate rev- began his career as a reporter. £ ations.

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‘Mad Men,’ new book focus on industry sexism By Jack O’Dwyer State Division of Human Rights in 1971 on Harragan “uncooperative … critical of central theme of “Mad Men,” the charges of discrimination against women. associates and JWT … prone to “long AMC series about Madison Harragan, waging the battle on her rambling conversations that didn’t get to AAvenue ad execs in the 1960s, is own, obtained records showing that in the point” … “radiated the idea that she the degrading treat- 1971 JWT males averaged $20,458 in had all the answers to everything” and had ment of women by pay while women got $13,979. trouble “working as part of a team.” word, deed and pay Singer tried to bring up reported sex dis- that went on in the She felt she had a good case and so did crimination practices on the ad side but industry. the state Human Rights Division which in this was rejected by Sable. The Aug. 1 show Aug. 1971 found “probable cause” to included themes that believe her charges. The battle raged for Singer had obtained a statement from secretaries were three years and resulted in 2,100 pages of JWT executive VP John Devine but Sable considered fair testimony and documents. would not let him read it. “I will subpoe- game for ad execs, She testified she was given no more na Devine as a witness,” said Singer. Lang Jack O’Dw yer sometimes paid work after she filed her complaint on July rose to say, “And I will go to the Supreme around $100 for 12, 1971. She was fired in February 1972. Court tomorrow and get it quashed.” their sexual favors and forced to run per- Commissioner Jack Sable ruled against Wallach ‘worked within the rules’ sonal errands such as buying Christmas her in July 1974, saying he believed Wallach was aware of discrimination presents for execs.’ families. JWT’s contention that she filed the suit to against women and the treatment of them The show has been getting plenty of ink delay her expected firing (after eight in a patronizing way (men would say lately, including two pages in the July 25 years with JWT). “good morning” to each other but com- New York Post and the top story in the Harragan called that a “flat lie” and also pliment Wallach with phrases such as Aug. 1 Styles section of the New York disputed many of the 47 “findings of “don’t you look pretty this morning.”). Times, written by author Katie Roiphe. fact” in the case. She had been called “a But she says she “worked within the rules Roiphe said the nation is “again trans- superior writer and planner” in an evalu- because I couldn’t work without them.” fixed” by a show that is a “phenomenal ation in 1969 by PR Dept. head Wallace She writes: “There was no machinery success.” She is the daughter of feminist Clayton and went on to write in 1977 for complaining and you got into a multi- Anne Roiphe and author of “The “Games Mother Never Taught You: tude of trouble if you did. The prevailing Morning After: Fear, Sex and Feminism.” Corporate Gamesmanship for Women,” attitude was ‘women were lucky to have She teaches in the journalism department which was made into a TV film starring a job in this wonderful place. Don’t make of New York University. Loretta Swit and Sam Waterston. It was waves. Nice women don’t make waves.’’’ Roiphe, although noted for writing on broadcast by CBS in 1982. She tells of her long battle to be a VP (“the feminist topics, did not discuss them Oddly, the New York Times obit for worst thing that ever happened to me”). much in her Aug. 1 piece. Harragan, who died in 1998, did not men- She should read the chapter about the She was the only woman among 16 tion the epic battle she waged. copy group heads and felt she had the plight of women at JWT written by its This reporter covered the public hear- first female Creative Director, Anne same duties of travel, handling billing ings in detail but there was no coverage Wallach, who appears in “Women of True and working with big clients. “It took me by the NYT. Ad columnist Phil Grit,” a compilation of 40 essays by an amazingly long time to get the title and women telling of their struggles for Dougherty told us he “didn’t have time to I knew they would never do anything for equality with male employees. cover hearings.” me again,” she writes. Women were “making $40 to the man’s Coverage by other press was light Wallach worked on a pro bono National $80,” Wallach writes. They were treated (Advertising Age reporter Don Grant and Organization of Women account in the like a “different species” who would have an AP reporter were present for one day 1970s, although she did not get along “the vapors” at a certain time in the each). Only one or two people were in the well with its executive committee (“five month and required their own floor where audience. ladies with big hats, big handbags and a nurse tucked them under a blanket for Harragan used division lawyer stern expressions” who included “two of naps that lasted an hour or two. Harragan was represented by Division the most vicious people I have ever No “girl” ever started higher than a lawyer Sam Singer while JWT had a met…who did their very best to under- secretary and those who advanced to three-member team from the law firm of mine me like mad”). copywriter or art director then donned Breed, Abbott & Morgan led by Stephen She and copywriter Shirley Kalunda hats to “distinguish ourselves from the Lang. rejected their initial ideas but NOW and secretaries and maids who brought The team brought in witnesses from the Wallach’s team eventually produced ads lunches on trays to us.” JWT staff and executives of the National that “caused a lot of talk and wound up in Ad side stayed out of battle Association of Home Builders, the the Schlesinger Library’s collection of We couldn’t help thinking what a great account on which she worked. women’s history.” witness Wallach would have been for Betty Frances Smith, retired PR account Wallach said women are still paid only Lehan Harragan, PR pro at JWT who supervisor, along with Joseph Honick and 80% of what men make for the same hauled the agency before the New York Michael Lenzi of the NAHB called work. £

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WASHINGTON REPORT Ogilvy to revamp Capitol site

gilvy PR Worldwide won a competitive process for a mid-six-figure pact to revamp the web presence of the OArchitect of the Capitol, the caretaker for the U.S. Capitol complex, from the eponymous building and Congressional offices to the U.S. Botanic Garden. Ogilvy picked up the $476K award — to stretch to October 2011 with the Office of Congressional and External Relations — to guide the overhaul of AOC.gov following an RFP process started in April. Ellen Birek, Manager of External Relations for Ogilvy in D.C., confirmed that the WPP-owned agency has been awarded the assignment but declined further comment until the contract is signed. The AOC has overseen the Capitol complex for more than 200 years and wanted its history leveraged in the re-design. Salahis allegedly stiff B-W-F The website gets more than 3M visitors a year and is working on developing panaromic images, videos and 3-D models to add rotman-Winter-Fried Communications says Tareq and to the AOC’s online presence. £ Michaele Salahi, the couple that burst upon the U.S. Bscene when they allegedly gate-crashed a White House dinner last year, owe the firm $15,000. The Falls Church, Va.-based firm says the Salahis hired it to promote their America’s Polo Cup, a D.C. event that matches a U.S. team with an international partner each year. America squares off against Costa Rica in ’11 and sponsorships abound. B-W-F president Steve Winter claims the Salahis “skipped out on the tab.” An affidavit for “debtors’ interrogatory” was served Aug. 5 at the unsanctioned premiere party for “Real Housewives of D.C.” Michaele is a member of Housewives cast. Winter told Us Weekly the affidavit “means they have to appear in court to discuss their financial means — how they are capable of paying off the debt.” £ AOC.gov DI adds Shell, Hill vets Siemens taps Obama aide odney Ferguson, who founded Lipman Hearne’s public affairs practice in Washington, moved to Brunswick Group amille Johnston, Director of Communications for Rin the capital as a Partner. Ferguson will focus on public Michelle Obama, stepped down for the VP/corporate affairs issues and communications strategy, Brunswick said. Caffairs slot at Siemens Corp. as the At LH, where he left as a Managing Director and Principal, he U.S. subsidiary of the German electronics counseled The Brookings Institution, American Enterprise Institute, giant moves its base of operations from U.S. Dept. of Education and RAND, among others. He also advised New York to D.C. the American Council on Education on crisis communications. Johnston, who is also a Special Assistant He shifted into the PR sector after three years in journalism led to President Obama, is the former Senior to a management consulting role at PricewaterhouseCoopers. As VP of Communications for the Los Angeles a scribe, he wrote for the Wall Street Journal and Cleveland Dodgers and VP of corporate communica- Plain Dealer out of D.C. DI and B-M are part of WPP. £ tions for Rodale. She took up the Siemens post on Sept. 7. Camille Johnston Pentagon orders ‘eyes off' She was Communications Director for Tipper Gore during and after the 2000 WikiLeaks presidential campaign after working on the two successful Clinton-Gore presidential bids. She later held similar posts for he Pentagon ordered soldiers, sailors, Marines and air- Labor Secretary Robert Reich and Education Secretary Richard men not to access the WikiLeaks website that contains Riley. Tthe 77,000 documents that were leaked to the New York Eric Spiegel, Siemens’ CEO, said in a statement that the com- Times, The Guardian and Der Spiegel. pany’s technologies “can move the national agenda forward” in An e-mail message from the Navy’s Judge Advocate General noting the move to D.C. and the hire of Johnston “to help us Corps warned sailors not to “access the WikiLeaks website to position Siemens more broadly in this country.” £ view or download the publicized classified information.” £

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International PR News Euro no longer engaged with Jean campaign the aftermath of January's earthquake uro RSCG Worldwide PR, which helped announce singer that left 300K dead. Wyclef Jean's presidential bid earlier this month and has Yele Haiti has raised more than $9M Eworked with his charity, said it remains close to the singer but in emergency funds to help Haiti recover is not actively engaged on the account. from the earthquake. “Right now there is no formal campaign,” Marian Salzman, The New York Times on August 17 and President of the firm, told O'Dwyer’s, noting she last spoke with London's Guardian reported that the firm Jean several times on August 17. “Stay tuned.” announced that it had resigned without Jean, the three-time Grammy Award winner who also serves as explanation from all PR work for the ambassador-at-large for Haiti, is waiting to hear whether he is eli- charity, Yéle Haiti, and Jean's campaign. gible to run for the presidency of the earthquake-ravaged country. Euro had been hired during the Haitian Wyclef Jean He would run against his uncle, Raymond Joseph. earthquake crisis to manage brand communications for Yele Haiti. Jean recently stepped down as chairman of Yele Haiti, the non- The firm blogged in March: “We knew we were doing something profit group that he founded in 2005 to improve living conditions right when someone asked us if he was planning on running for in Haiti. Jean and Yele have come under scrutiny for their work in president of Haiti in the near future.” £ OMC takes new overseas role Weber pitches Canada

mnicom has created a new corporate communications eber Shandwick is gearing up a media campaign to bol- position for Asia-Pacific, Africa and the Middle East as ster Canadian tourism as the federal government Othe advertising and PR conglomerate eeks to bolster its Wrevamps the Canadian Tourism Commission following profile and eyes those regions for growth. a drop-off in visitors. The company has tapped Clara So, Director and head of CTC’s Global Tourism Watch released last month shows China Corporate Comms., Asia-Pacific, for Lufthansa for the new as the sole targeted market to send more people to Canada last year. director-level position. She started Aug. 2 and is based in Tourism from the U.S. was down nine percent in 2009. Singapore. The CTC has used up its $26M “special funding” for the So was with Lufthansa for 15 years after working on the Vancouver Olympics staged earlier this year, and Ottawa has agency side at The PR Company Ltd. in Hong Kong. decided to pare $6M from CTC’s budget to around $70M next OMC does not break out revenue by country but lumps the year, according to a July 17 report in The Globe and Mail. That cut APIMA regions into an “other” category separate from its U.S., will reduce CTC’s headcount by 25 percent. European and U.K. revenue. For the second quarter, revenue for As CTC scales back consumer advertising and trade develop- those areas was $555.4M, representing the largest increase in ment activities in the U.S., Weber Shandwick is to use PR to pro- organic growth for the quarter by region at OMC at 8.4%. £ mote Canada’s brand and increase the desire to visit there. £ 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 commu- nications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. Akin Gump Strauss Hauer & Feld, LLP, Washington, D.C., registered August 2, 2010 for Embassy of the Republic of Korea, Washington, D.C., regarding providing counsel and outreach related to the Korean-US Free Trade Agreement.

Brown Lloyd James, New York, N.Y., registered August 3, 2010 for China-United States Exchange Foundation, Hong Kong, regarding organizing person-to-person exchanges and disseminating information to better increase understanding between the nations.

Gephardt Group Government Affairs, LLC, Washington, D.C., registered August 3, 2010 for Government of El Salvador, San Salvador, El Salvador, regarding providing lobbying and government relations services. 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 http://sopr.senate.gov.

Baker & Hostetler LLP, Washington, D.C., registered August 2, 2010 for Thomson Reuters, New York, N.Y., regarding legislative and regu- latory issues affecting the interests of Thomason Reuters, and the Dodd-Frank Wall Street Reform and Consumer Protection Act.

C2 Group, LLC, Washington, D.C., registered August 3, 2010 for JCPenney, Plano, Texas, regarding issues relating to and affecting retail department stores.

Patton Boggs LLP, Washington, D.C., registered August 16, 2010 for Publix Super Markets, Inc., Lakeland, Fla., regarding healthcare reform and private health insurance issues.

Russell & Barron, Inc., Arlington, Va., registered August 3, 2010 for Land O’Lakes, Inc., St. Paul, Minn., regarding issues related to federal regulation of biotechnology.

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Introductory offer: To be featured in the monthly Buyer’s Guide, PR buyer’s Guide Contact John O’Dwyer, [email protected] Join O’Dwyer PR’s New Business Council ViDEo MEDiA & SPEAKER TRAiNiNG iNTERACTiVE/MuLTiMEDiA Let O’Dwyer’s help you to expand your PR firm locally, nationally and globally A $300 membership includes all of these great features: m Your color logo, 300-word description of your services, top execs and staffers, accounts, and branch offices on odwyerpr.com Synaptic Digital (formerly Medialink & (see left), PR’s No. 1 news, information and database website. The NewsMarket), 708 Third Ave., Join 400 PR firms that are marketing Impact Communications, 11 Bristol Place, New York, NY 10017; 800/843-0677. Milton Public Relations Strategies themselves locally and nationally to Wilton, CT 06897-1524. (203) 529-3047; www.synapticdigital.com; 271 Madison Ave., Suite 600, thousands of online viewers each month. 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With over 95,000 sq ft of space 1450 Chittenden Square, London WA5 2DN, U.K O’Dwyer’s Scores High on Google Log-On is the city’s largest and 44-171-594-2123; fax: 44-171-449-2003 O’Dwyer’s rankings of PR firms in specialty practices such as most technologically advanced [email protected] healthcare, tech and financial PR are at or near the top when PR/Marketing direct mail, digital print- William Billingsley, director those subject areas are Googled. O’Dwyer’s is the only media er, packaging & distribution service. doing specialty rankings. Unranked firms are also listed if they We assist agencies, corporations, ABC Industries Thomas & Thomas Inc. are in the O’Dwyer database. non-profits, large and small. We mail, Cooper Industries Versatile Technology Corp. fax and e-mail news releases and Danielle Hair Dressers Wilson Spaw & Ryder LLC Other membership benefits include coverage of what tech- pitch letters. We use your lists or our Effable Software Youngstown Civic Club niques are bringing in new business; what clients are saying; media database. We assemble press Freight Carriers of Mobile Zanzibarge advice on preparing contracts, and how firms are handling kits, print marketing material and fulfill Georgetown Computers management issues like the rising cost of health insurance. product requests. We reproduce Hat Makes of Madison CDs. And we maintain private lists. Mental Magic Software O’Dwyer’s is your best buy for building your business. There’s very little we can’t do for you. Opulent Securities The Council of PR Firms, which also helps match clients with WE DELIVER ON YOUR DIRECT Quasar Financial PR firms, has a $2,500 minimum fee. The Counselors MAILING & PRINTING NEEDS. Tellula Tourism Council Academy of PR Society of America costs $225 in annual PRSA dues, $195 in Academy dues and initiation fees of $65 for PRSA and $85 for the Academy for a total of $570. 34 SEPTEMBER 2010 WWW.ODWYERPR.COM 4 Sign-up online at odwyerpr.com or call toll free: 866/395-7710 septmagazine_Layout 1 8/30/10 5:34 PM Page 35

Introductory offer: Join O’Dwyer PR’s New Business Council Let O’Dwyer’s help you to expand your PR firm locally, nationally and globally A $300 membership includes all of these great features: m Your color logo, 300-word description of your services, top execs and staffers, accounts, and branch offices on odwyerpr.com (see left), PR’s No. 1 news, information and database website. Join 400 PR firms that are marketing Milton Public Relations Strategies themselves locally and nationally to 271 Madison Ave., Suite 600, thousands of online viewers each month. New York, NY 10016 m 212/679-2471; fax: 212/683-2750 Fortieth annual edition of O’Dwyer’s [email protected]; www.miltonpr.com Directory of PR Firms, just published in late June, a $95 value. The 370-page Consumer, financial, tech PR. directory lists 1,700 PR firms, including Employees: 12. Founded: 1972. offices, executives, clients and contact info. See how other firms market them- Agency Statement: Media-oriented selves. Make new friends, shop Milton PR will give you an extra set of for correspondent firms. eyes and ears on your competitive m environment and win you important One-year of access to odwyerpr.com, unequalled for its recognition in the key media that will savvy, daily coverage of PR and media news, opinion from reach your customers. Our staffers are Christine Milton, Chair/CEO industry leaders, RFPs, professional development and more, in daily contact with a host of general and trade media reporters, backed by 42 years of experience. checking on word-of-mouth about our clients and their products PR’s No. 1 website and a $150 and getting advance word of opinion-forming articles and fea- value, if purchased separately. tures in media. m One-year subscription to O’Dwyer’s magazine, PR’s We’ll bring you a steady stream of ideas to increase the visibility of longest-running monthly (23 yrs.). your company and at low cost compared to print and broadcast Submit profiles of your specialty advertising. We will bring you an in integrated program that will practices such as healthcare, use all forms of communications. You'll find reporters consider us tech, financial, food/beverage, to be a dependable source of information and help and that they beauty/fashion, etc., to be fea- rely on us to bring them good stories. tured among in-depth articles, news, and opinion on the industry. We’ll help you to put your newsworthy material in a form that will get their attention. Our key staffers have decades of experience in m Exclusive access as a member to constantly updated files of our three specialty areas--consumer, financial and technology. Requests for Proposals (RFPs) by companies, local, state, federal and foreign governments and travel bureaus, trade associations, Give us a chance to visit you and come up with some sample ideas professional groups, etc. 86 RFPs are listed this year so far. for your business at no charge. Milton PR Strategies operates both nationally and internationally through membership in a worldwide network of major PR firms.

Christine Milton, chair and CEO; Fritz Carlson, executive VP; Ludwig Oppenheimer, George Smith, Brenda Nowling, Lucille Fill out the membership form on the attached page and fax, Ridge, Hamlet Cohen, Joseph Bloomberg, VPs; Rita Corbin, e-mail or mail it to us. Your firm’s profile will go on odwyerpr.com Henry Holt, Jacob Westmeyer, A/Es as soon as we get it.

1450 Chittenden Square, London WA5 2DN, U.K O’Dwyer’s Scores High on Google 44-171-594-2123; fax: 44-171-449-2003 O’Dwyer’s rankings of PR firms in specialty practices such as [email protected] healthcare, tech and financial PR are at or near the top when William Billingsley, director those subject areas are Googled. O’Dwyer’s is the only media doing specialty rankings. Unranked firms are also listed if they ABC Industries Thomas & Thomas Inc. are in the O’Dwyer database. Cooper Industries Versatile Technology Corp. Danielle Hair Dressers Wilson Spaw & Ryder LLC Other membership benefits include coverage of what tech- Effable Software Youngstown Civic Club niques are bringing in new business; what clients are saying; Freight Carriers of Mobile Zanzibarge advice on preparing contracts, and how firms are handling Georgetown Computers management issues like the rising cost of health insurance. Hat Makes of Madison Mental Magic Software O’Dwyer’s is your best buy for building your business. Opulent Securities The Council of PR Firms, which also helps match clients with Quasar Financial PR firms, has a $2,500 minimum fee. The Counselors Tellula Tourism Council Academy of PR Society of America costs $225 in annual PRSA dues, $195 in Academy dues and initiation fees of $65 for PRSA and $85 for the Academy for a total of $570. Sign-up online at odwyerpr.com or call toll free: 866/395-7710 septmagazine_Layout 1 8/30/10 5:34 PM Page 36

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