Septmagazine_Layout 1 9/2/14 12:05 PM Page 1 TIPS FOR THE NEW LUXURY CONSUMER REVIVING BYGONE FASHION BRANDS PITCHING HISPANIC FASHION MEDIA BLOGS’ INFLUENCETHE ON BACK-TO-SCHOOL FASHION SHOPPING ISSUE RISE OF THE ETHICAL FASHION BRAND RANKINGS OF TOP BEAUTY & FASHION PR FIRMS AND MORE! September 2014 | www.odwyerpr.com Septmagazine_Layout 1 9/2/14 12:05 PM Page 2 Septmagazine_Layout 1 9/2/14 12:05 PM Page 3 Septmagazine_Layout 1 9/2/14 12:05 PM Page 4 Vol. 28, No. 9 September 2014 EDITORIAL HOW TO PITCH U.S. HISPANIC Local police departments could use FASHION MEDIA some help with their reputations. Hispanic fashion publications are 6 growing,15 and PR pros can take advantage of this ISRAEL, GAZA CONSUME powerful demographic by including Hispanic U.S. “FANTASY” NEWS media as part of their PR outreach. A report in the UK’s The Economist finds that both Israel and Gaza media 8pro- mote “fantasy” coverage of the latest PROFILES OF BEAUTY, FASHION conflict. 16 & LIFESTYLE PR FIRMS 14 BACK-TO-SCHOOL SHOPPING RANKINGS OF HOME SHAKEN UP BY INTERNET The tradition of back-to-school shop- FURNISHINGS PR FIRMS ping has been fundamentally changed9 by 22 the Internet and the ways consumers now use the Internet to share ideas and shop. RANKINGS OF TOP BEAUTY & FASHION PR FIRMS NEW ENGAGEMENT TIPS 23 FOR LUXURY CONSUMERS Fewer affluent Americans now RANKINGS OF TOP identify with a favorite fashion brand,10 and PROFESSIONAL SERVICES FIRMS 23 Cover and insert photos by these consumers are now more resource- 25 Michael O’Shea ful in their pre-purchasing research. WASHINGTON REPORT www.odwyerpr.comDaily, up-to-the-minute PR news THE ATLANTIC LOOKS AT WOMEN IN PR 28 The Atlantic’s Olga Khazan has penned a 3,700-word essay article11 that COLUMNS asks an important question: “Why are there so many women in PR?” PROFESSIONAL DEVELOPMENT PR CAN REVIVE, RELAUNCH 24 Fraser Seitel A FAMILIAR BRAND How PR can support an existing 12 FINANCIAL MANAGEMENT sales strategy while helping a beauty or 26 Richard Goldstein fashion client relaunch one of its existing brands. OPINION Jack O’Dwyer ETHICAL FASHION MOVES 27 NEEDLE FOR CONSUMERS Placing a human rights campaign at the center of a fashion brand has14 gone PR BUYER’S GUIDE mainstream, but will this phenomenon cre- 30 ate widespread change in the industry? EDITORIAL CALENDAR 2014 January: Crisis Comms. / Buyer’s Guide May: PR Firm Rankings September: Beauty & Fashion February: Environmental & P.A. June: Global & Multicultural October: Healthcare & Medical March: Food & Beverage July: Travel & Tourism November: High-Tech April: Broadcast & Social Media August: Financial/I.R. 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Septmagazine_Layout 1 9/2/14 12:05 PM Page 6 EDITORIAL Accountability, transparency needed from police he recent events in Ferguson, Missouri, where protests, looting, and vandalism followed EDITOR-IN-CHIEF the shooting death of unarmed teen Michael Brown, has raised serious questions regard- Jack O’Dwyer Ting the militarization of our local police departments, the shortcomings of a presumably [email protected] “post-racial” society, and the need for accountability from public servants whose routine use of lethal force against African American men is rarely delegated above an afterthought in the ASSOCIATE PUBLISHER national conversation. John O’Dwyer The public’s loss of trust in law enforcement has grown palpable. While there’s no data [email protected] supporting the premise that incidents of police brutality have increased, the advent of video- capable mobile technology has made it abundantly clear that daily life in America is not the ASSOCIATE PUBLISHER same for one segment as it is for others. Consider the lesser-known, albeit eerily similar cases Kevin McCauley that have occurred in the last month alone, each involving unarmed African American men [email protected] being shot and killed by police: EDITOR John Crawford III was shot and killed inside a Dayton, Ohio-area Walmart after police Jon Gingerich received reports of an armed man inside the store. The 22-year-old was carrying a pellet gun [email protected] he had picked up in the toy department. The killing was captured on surveillance video. Jeremy Lake was shot and killed in Tulsa by off-duty police officer Shannon Kepler, SENIOR EDITOR allegedly because 19-year-old Lake was dating Kepler’s daughter. Kepler has since been Greg Hazley charged with first-degree murder. [email protected] Ezell Ford, a 26-year-old Los Angeles man who suffered from schizophrenia, was shot and killed after two police officers approached him, at which point Ford made “suspicious move- CONTRIBUTING EDITORS ments,” according to an August 13 LAPD press release. Fraser Seitel Eric Garner, a 43-year-old Staten Island man, was killed on July 17 after a police officer Richard Goldstein put him in a chokehold during arrest. Garner was suspected of selling untaxed cigarettes. Demanding accountability from our police is paramount. This means we need leaders — Chandler Klang Smith local and national — to speak out on this issue and repudiate those who give the profession Editorial Assistant & Research of law enforcement a bad name. We need more leaders to ask why residents were stripped of ADVERTISING SALES their rights to assemble during the Ferguson protests, why reporters were arrested for doing Sharlene Spingler their jobs, and why police officers were pointing rifles at crowds while yelling pleasantries Associate Publisher & Editor such as “I will f**king kill you.” So far, Massachusetts Governor Deval Patrick has been an [email protected] exception, when he said on August 20 that he’s “sick of unarmed, black men being shot by police.” Our national media hasn’t helped, as it has done everything from circulating John O’Dwyer debunked Internet claims that Wilson was assaulted by Brown (Fox News), or suggesting that Advertising Sales Manager Brown’s love of rap music was a potentially mitigating factor in his innocence (The New York [email protected] Times). Internally, we need to evolve the role law enforcement plays in our communities. Police O’Dwyer’s is published monthly for $60.00 officers perform a public service, and as tired as the cliché has always been, the idea of the a year ($7.00 for a single issue) by the “friendly neighborhood” cop who’s seen as a community pillar is the exact kind of reputa- J.R. O’Dwyer Co., Inc., tional reimagining that builds better relationships. Missouri Highway Patrol Captain Ron 271 Madison Ave., New York, NY 10016. Johnson was a perfect — albeit underutilized — force in quelling tempers during the (212) 679-2471 Fax (212) 683-2750. Ferguson protests because he’s a crisis counselor’s dream. His compassion was a veritable reset button; he makes the law something worth respecting. He sends a much better message © Copyright 2014 than Stop and Frisk, or the use of military-grade weapons supplied by the Pentagon. J.R. O’Dwyer Co., Inc. This also means local police departments should take control of the stories they want to tell. They need media training, but it would also behoove them to get involved with social OTHER PUBLICATIONS & media. An increasing number of police departments are now using Facebook and Twitter to SERVICES: engage with their communities and keep them informed. Tweeting doesn’t prevent police www.odwyerpr.com 4 breaking news, brutality, but it’s one more step in encouraging the very sort of interaction that builds strong commentary, useful databases and more. communities. What happened