Sep. '13 Beauty & Fashion PR Magazine (PDF) -

S e p t e m b e r 2 0 1 3 | w w w . o d w y e r p r . c o m

Why visual content

is king online.

Hard knocks: how to break into the

beauty & fashion industry.

THE FASHION ISSUE

Which social media sites are most

influential for fashion?

Why celebrity endorsements

are making way for

“real” stories.

The formula behind America’s

fashion magazine covers.

Septmagazine_Layout 1 8/28/13 7:46 PM Page 1



Vol. 27, No. 8September 2013

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www.odwyerpr.comDaily, up-to-the-minute PR news

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.

January: Crisis Comms. / Buyer’s GuideFebruary: Environmental & P.A.

March: Food & BeverageApril: Broadcast & Social Media

May: PR Firm RankingsJune: Global & Multicultural

July: Travel & TourismAugust: Financial/I.R.

September: Beauty & FashionOctober: Healthcare & Medical

November: High-TechDecember: Entertainment & Sports

EDITORIAL CALENDAR 2013

COLUMNS

PR BUYER’S GUIDE

PROFESSIONAL DEVELOPMENTFraser Seitel

FINANCIAL MANAGEMENTRichard Goldstein

GUEST COLUMNBill Huey

GUEST COLUMNRonn Torossian

PEOPLE IN PR

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LOG-ON.............................................................INSIDE COVER

KAPLOW....................................................................................7

KEF MEDIA................................................................................3

LIVE STAR.................................................................................9

OMEGA TRAVEL.......................................................................5RUDER FINN.......................................................BACK COVERSTRAUSS MEDIA....................................................................11SHOOT PUBLICITY.................................................................13TV ACCESS.............................................................................17

23 RANKINGS OF TOP BEAUTY &FASHION PR FIRMS

18 PROFILES OF BEAUTY & FASHION PR FIRMS

28 WASHINGTON REPORT

PRACTICAL TIPS FORBREAKING INTO BEAUTYThere’s no tried-and-true formulafor securing a job in the beauty and fash-ion industry, but a few practical tips mayhelp you on your way.

EDITORIAL“PR Day” flops in the U.K., but a needremains.

6NEW YORK TIMES RECORDSPROFITAfter suffering a $87.6 million lossduring the same period a year ago, The NewYork Times Co. has now reported a $20.1million profit for the second-quarter of2013.

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BLOOMBERG FAULTED ONPAST DATA POLICIESAfter complaints were filed againstBloomberg LP’s data security, a probe wasconducted to review data policies andprocedures at the media organization.

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JUDGE DISMISSES ESPN/PR DEFAMATION CHARGEA Texas court has dismissed allcharges against ESPN and a PR firm broughton in a suit by former Texas Tech footballcoach Mike Leach.

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WHY VISUAL IS KING INDIGITAL MARKETING Content on social media plat-forms has grown increasingly visual, andbrands are now integrating more picturesand videos into their social campaigns.

PRSA REVEALS FIRST-HALFLOSSES OF $18,000Despite a recent dues hike, PRSociety of America has reported anoperating loss of $18,719 for the firsthalf of 2013.

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TWITTER NOT PREFERRED PLATFORM FOR FASHIONA new study indicates Twitter may not

be as influential among female fashion con-sumers as blogs or other social media channels.

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SOCIAL MEDIA’S BUSINESSIMPACT EXAGGERATEDA recent New York University studyfound that very little traffic on websites ofmajor brands originates on social media.

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THE FORMULA BEHINDFASHION COVERSThere’s a clear formula behindAmerica’s fashion magazine covers, andunderstanding how this formula worksreveals what fashion editors want.

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BEAUTY AND FASHION MOVETOWARD GETTING “REAL”Celebrity endorsements still increase

the profiles of beauty and fashion products, butin some circles the stories of everyday peopleare taking over as the reigning fashion narrativedu jour.

WILL NEW PROPUBLICA HEADLOOK AT PR?Nicole Bronzan, formerly of Freedom to

Marry, will join ProPublica September 16 asCommunications Director. O’Dwyer’s asks ifBronzan will have more zeal for press freedomsthan those who previously held the post.

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www.odwyerpr.comDaily, up-to-the-minute PR news

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.

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EDITORIAL

“PR Day” flops in U.K. — but a need remains

In case you missed it, the first “PR National Awareness Day” was held July 27 inthe U.K. It was an initial bid to tell PR’s story to U.K. businesses, but insteadtouched off a chorus of mostly negative comments up to and including ridicule by

journalists and PR practitioners themselves.The abortive inaugural of “PR Day” in the U.K. brought out slams at PR in the

BBC News Magazine and Financial Times. The “irony” of the failure of PR Day toget much publicity for itself was called “so delicious it has to be fattening,” in a tweetat #PR by Rhi Jenks that was quoted by Emily Smart, Editorial Assistant atCorpComms Magazine.

Creators of PR Day said July 27 was picked because it marked the first anniver-sary of the 2012 London Olympics ceremony “which profiled PR at its very best.”

“The main aim,” says the website of PR Day, “is to encourage business to embracethe opportunity to make their mark, raise their profile and address their public. Nomatter how large or small, whether it’s a product or a services, everyone can use PRto their advantage.”

Examples of successful PR efforts were said to be Red Bull’s Cosmic Jump fromSpace; Dove’s Real Women Campaign; Calendar Girls of WI Ladies (a veterans aux-iliary group), and Cadbury’s drumming gorilla. Taking part in the Day were said tobe organizations all over the country with PR activities such as “free promotionalmerchandise, money off vouchers, bespoke events and parties, Olympic brandedthemes, social media marketing, and tweets.”

Benjamin Webb of Deliberate PR, billed as a “long-serving PR expert” by theBBC, wrote “There is an irony that an industry all about the construction and manip-ulation of image might itself suffer from an image problem.”

He said his “heart sinks” whenever anyone asks him what he does for a living.Webb’s 1,064-word essay, which quotes Ed Bernays as saying those who “manip-

ulate the opinions of the masses” constitute the “true ruling power of our country,”asks: “Why does this, the worst-paid of the marketing disciplines, engender such dis-dain, whereas other sectors are tolerated, even considered cool? Why has the nega-tive phrase ‘It’s just a PR stunt’ entered common parlance to suggest somethingephemeral and without substance, merit or legitimacy?”

He blasted the “deluge of badly-written press releases, silly events and photostunts, ‘news stories’ without news value, and meaningless ‘campaigns’ that havecome to irk journalists and bore an increasingly cynical general public.” He alsowondered why Bernays did not consider “manipulating opinion” to be “socially cor-rosive.”

Among numerous comments to the essay is one by “Dev” of Manchester who notesBernays “was also highly influential on Joseph Goebbels, who used the power ofpropaganda and manipulation of the public consciousness to devastating effect …”

Webb concludes by saying, “In the digital age, credible interactive content is king…”

Brian Groom of The Financial Times, saying Webb’s remark that “The writing ison the wall for the traditional consumer-focused PR model” is a forecast of “thedeath of the sector,” wrote: “It looks like goodbye PR people. It was sometimes inter-esting, and often aggravating, to know you. I am sure we will miss you when you aregone.”

A similar blowback occured after 2011 PR Society of America chair Rosanna Fisketold The New York Times ad columnist Stuart Elliott that she could not explain whatshe did for a living to her parents.

More than a dozen PR groups worldwide eventually were recruited for the task.However, the resulting definition, that PR “maintains mutually beneficial relation-ships between organizations and their publics,” satisfied almost no one.

Dave Rickey, 2012 PR Society secretary, admitted the failure in a posting on spin-sucks.com that drew numerous comments. He said the question of what PR isremains open.

The attacks on PR present a problem for Hamden, Conn., consultant LauraFreebairn-Smith, who has been hired by the PR Society to refurbish the image of PRaccreditation for its 50th anniversary in 2014. £

— Jack O’Dwyer

EDITOR-IN-CHIEFJack O’[email protected]

ASSOCIATE PUBLISHERKevin [email protected]

EDITORJon [email protected]

SENIOR EDITORGreg [email protected]

CONTRIBUTING EDITORSJohn O’DwyerFraser SeitelRichard Goldstein

Sarah Nicole Smetana OstizEditorial Assistant & Research

ADVERTISING SALESJohn O’DwyerAdvertising Sales [email protected]

Sharlene SpinglerAssociate Publisher & National Sales [email protected]

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) 679-2471Fax (212) 683-2750.

© Copyright 2013J.R. O’Dwyer Co., Inc.

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Social media, placed in context,isn’t having as large an impact asoriginally thought on the business

world,” said Scott Galloway, clinicalprofessor of marketing at the SternSchool of Business.

It was once thought thatFacebook would be “a huge point ofdistribution for retailers” but that hasnot happened, he told BloombergEditor-at-Large Tom Keene August 4 ina 2.34-minute segment titled, “SocialMedia’s Diminished Impact onBusiness.”

Facebook and Twitter serve as “fun-

nels” to direct consumers to websiteswhere they experience banner ads, hesaid.

He called Facebook “the most nimbleof companies with a billion-plus insales” because it has created productsthat are accessible to hand-helddevices. About 41% of its ad revenuesare now from mobile devices, he said.

Companies are still interested in SMbecause they want to be seen as innova-tive to their audiences and because theyare still trying to “figure out and exper-iment” with SM, he added.

“But there are telltale signs of ablowback” against SM, he said. Thenumber of job listings in SM has been

declining and the pay “is not what peo-ple thought it would be.”

Business school grads are showinginterest in e-commerce rather than SM,he said.

Companies reach stakeholders via SMWhile the NYU study shows that

search engines rather than SM are driv-ing buyers to company websites, thatdoes not mean that SM has little valueto organizations.

They are using SM, blast e-mails andtheir own websites to communicatedirectly with constituents and cus-tomers and are putting less effort intomedia relations. SM is a way for themto engage, and perhaps mobilize, indi-vidual stakeholders.

Some organizations have just aboutwashed their hands of media becausethey feel the press does not treat themfairly. £

New York Times CEO MarkThompson attributed the prof-itable performance to the “ongo-

ing evolution of our digital subscriptionsinitiatives on the circulation side, themoderation of revenue declines on theadvertising side and the continued focuson managing costs.”

The company enjoyed a 40% year-to-year surge in paid digital subscriptions to738,000.

Digital ads, which remained flat at$51.2 million, accounted for 24.7% ofoverall ad revenues.

The company’s New England group(Boston Globe and Worcester Telegram& Gazette) recorded $94.4 million in rev-enues, down 7.4% from 2012. The NewYork Times Co. will soon unload thatoperation.

Looking ahead, Thompson said thecompany is “on track with our strategicgrowth initiatives.”

He said the company is “well underway in the ramp-up for the fall rebrand ofthe International Herald Tribune as theInternational New York Times and withthe development work related to our paidproducts.”

For the six-month period, NYTCearned $23.7 million compared to a $45million 2012 deficit. Revenues fell 1.4%to $951.3 million.

Executives dismiss sale rumorsIn the recent aftermath of the Graham

family selling the Washington Post toAmazon founder Jeff Bezos, The NewYork Times Publisher Pinch Sulzbergerand Vice Chairman Michael Golden saidthe paper is not for sale.

Washington Post Co. in August report-ed a 13% slide in net income to $45.1million on a three percent rise in second-quarter revenues to the $1 billion mark.This loss widened at the Washington Postnewspaper unit to $14.8 million from$12.6 million a year ago.

The executives’ statements came fol-lowing a closed door meeting of mem-bers of the Sulzberger/Ochs family,which controls the Times.

“The Times is not for sale and thetrustees of the Ochs-Sulzberger Trust andthe rest of the family are united in ourcommitment to work together with thecompany’s board, senior managementand employees to lead the New YorkTimes forward into our global and digitalfuture,” said the statement.

Sulzberger and Golden expressedstrong support of Thompson’s quest togenerate black ink by expanding “invest-ment internationally, in video, in paidproducts and in brand extensions.”

The New York Times made other head-lines on August 14, when its websitecrashed around 11:30 a.m. due to techni-cal difficulties. On its Twitter site, thecompany said it had been “experiencingtechnical difficulties,” fueling rumorsthat it had been the victim of hackers.

The Times, in the recent past, had beenable to thwart off attacks from Chinesehackers who were upset about the news-paper’s coverage. The company insistedthe August 14 outage was simply theresult of an “internal issue.” The sitewent down again on August 27. £


MEDIA REPORT

New York Times records profitThe New York Times Co. in August reported a $20.1 million second-quarter profit, a big upswing from the $87.6 million loss itsuffered during the same period a year ago. Revenues, meanwhile,dipped 0.9% to $485 million, and shares were down 1.5% to$12.06. By Kevin McCauley

A New York University study has found that fewer than 3% ofthe traffic going to websites of major brands and advertisersis coming from social media while 33% of the traffic is comingfrom consumers doing searches for products and services.

By Jack O’Dwyer

NYU prof: social media’s business impact exaggerated

“


Prior to May, Bloomberg News jour-nalists had access to the private dataof clients via Bloomberg’s financial

terminals. This drew highly-publicized crit-icism, notedly from Goldman Sachs, whomulled eliminating or reducing its use ofthe ubiquitous Bloomberg LP terminals.

Hogan Lovells law firm and PromontoryFinancial Group compliance shop exam-ined more than 500,000 news stories, con-ducted 425 interviews with staffers andconducted 230,000 tests of client data sys-

tems.The investigations were conducted after

banker complaints that Bloombergreporters were obtaining sensitive informa-tion. The probes found no instances ofrecent widespread abuse and determinedthat any past breach stemmed from “misun-derstandings.”

Former IBM CEO Samuel Palmisano,who was hired by Bloomberg’s board toreview its policies, said the reports are“thorough, objective and comprehensive.”

He said Bloomberg’s management rec-

ognized the need for a more comprehensiveset of policies and procedures. They actedquickly to enhance their existing structuresand put more resources behind this criticalpriority.”

Bloomberg also retained Clark Hoyt, for-mer Editor-at-Large at Bloomberg Newsand Public Editor of The New York Times,to review the relationship between its edito-rial and commercial arms.

He said the company is beginning toimplement his recommendations that aredesigned to help the company “adhere fullyand consistently to their already-high stan-dards, as well as to highlight areas wherepolicies and practices should be revisited ina rapidly-changing world.”

In his statement, Bloomberg CEO DanDoctoroff said, “We know we needed toevolve, and we have learned from our mis-takes.” £

NYU prof: social media’s business impact exaggerated

SEPTEMBER 2013 3 WWW.ODWYERPR.COM 9

Bloomberg faulted on past data policiesA probe conducted to review Bloomberg LP’s data policiesand procedures found that, since May, the company hasappropriated controls to prevent reporters from accessingsubscriber information. The news comes after complaintswere filed against the company regarding the data security ofits financial terminals. By Kevin McCauley

Leach was fired byTexas Tech University after allegationsin 2010 that he mistreated a student

athlete – the son of an ESPN analyst — whosuffered a concussion. He sued the firm andnetwork, along with the analyst, CraigJames, alleging defamation, tortious inter-ference and conspiracy. The suit allegedJames hired Spaeth to create “public opin-ion hostile to Leach,” in part by postingonline a video of the student-athlete beingdisciplined.

“Spaeth Communications — and theother defendants for that matter — wonsummary judgment because the truth madeits way into the record,” said ScottMcLaughlin, attorney for Spaeth at the lawfirm Jackson Walker. “Spaeth has alwaystaken the position that it would not try thiscase in the media, being fully confident inthe Lubbock County judicial system.Spaeth’s confidence was obviously justifiedand our entire law firm is very happy forMerrie and her colleagues.”

The district court granted summary judg-ment for Spaeth, ESPN and James, dismiss-

ing all claims. Spaeth’s attorneys argued a“substantial truth” defense, which assertsthat if a statement is substantially true eventhough some minor facts are inaccurate, it

should not be considered defamatory.Leach, whose suit against Texas Tech was

dismissed earlier this year, is the now thehead football coach at Washington State. £

Judge dismisses defamation charge against PR firm, ESPNA Texas court in August dis-missed defamation and othercharges against SpaethCommunications and ESPN in asuit by former Texas Tech foot-ball coach Mike Leach.

By Greg Hazley



FEATURE

If you’d like to figure out whether youhave what it takes to succeed in thisindustry, here are a few practical tips

that may help you on your way:Love what you do. First and fore-

most, you have to be passionate aboutthe industry. If you cannot appreciatetextures, fabrics, silhouettes, the intri-cacy of a stitch or beading, or a design-er’s vision, you’ll be a lousy fashionpublicist. If you don’t love makeup andskincare, you won’t enjoy being a beau-ty publicist. If you love the industryyou are working in, you are more likelyto thrive.Grow a thick skin. PR is a tough

business. You deal with demandingclients and the ever evolving medialandscape. You lose more pitches thanyou win. You can’t be shy or too sensi-tive. You need to toughen up and keepup or the industry will eat you alive.Be a sponge. Take in everything and

go the extra mile to learn about yourclient, industry, competitors, retail part-ners, consumers, etc. You need to knowall there is to know about your industryin order to contribute impactful com-munications strategies.Keep up with the news. Read every-

thing from People.com to The New YorkTimes to Fast Company. Take in asmuch as you can outside your particularindustry. It’s your job to be aware ofcurrent events and pop culture, and toknow a lot about a lot, even if you don’tthink it applies to what you do. Randomthings I read or hear about often creepup in conversations or inspire creativi-ty.Know the company you keep.

Research what is going on in the beau-ty and/or fashion industries includingtrends, events, emerging talent, changesin leadership, partnerships and collabo-rations, etc. If you want to compete,then you need to know who you arecompeting against.Understand social media. Social

media is a crucial part of any integratedPR strategy. You will get left behind ifyou don’t start posting, pinning, tweet-

ing, instagramming, hashtagging…youget the point. #startnowUnderstand there’s no “I” in team.

This job is not one you can do alone. Ittakes a village, and sometimes a wholecountry, just to get through one day. Fine tune your writing skills. If

your writing and grammar are not up topar, or if you simply dislike writing,then PR might not be for you, as youwill always be writing. Writing is to PRwhat medicine is to doctors. We can’tdo our jobs without it. Link in. Your network is everything,

so be prepared to put yourself out thereconstantly. You have to attend industryevents, lunches, dinners, meetings —basically anything that will introduceyou to new people. Your connectionsmake or break you as a publicist. Keep your eyes and ears open. In

PR, you always have to find new oppor-tunities to place your client, and if youwork at an agency, you constantly needto look out for new business opportuni-ties. Be open and creative.Patience is a virtue. Know that in

PR, you hurry up and wait, you pitchand wait, you plan an event, inviteguests, and wait. You need to bepatient. Sometimes you get resultsquickly. Sometimes you have to wait.Learn how to listen. Sometimes

brands become guilty of talking tothemselves and forget to listen to whoreally matters — the consumer. Forpublicists, it is the consumer and thepress. Listen to them. You’ll find theyhave a lot to say that you can leveragewhen putting together your PR strate-gies.

If this all sounds good ...So, if you still feel like you have

what it takes to succeed in beauty/fash-ion PR, my three best pieces of adviceto “break in” are as follows:Intern. You should try to secure as

many internships as possible, startingas early as possible. Not only will thisbeef up your resumé, but it will opendoors for you and expand your net-work.

Internships can also solidify yourpassion for beauty/fashion and help

you identify your strengths. Internshipsare crucial, as the best way to learn theins and outs of any job is on the job. Take the right courses. If you are

currently in school and you know youwant to work inbeauty and/or fash-ion PR, start takingthe right classes. Ifyou don’t go to aschool with anaccredited PR orfashion program,take related courseslike writing, speechor marketing 101,but then sign up forsome specialty PR courses through siteslike MediaBistro.com. If you areswitching careers, you can do the same.Taking a few courses or interning willhelp you build a solid PR foundation.Network. As the saying goes, when

you are not working, you should be net-working. Reach out to someone at acompany you want to work for (or sim-ply admire) to set up an exploratoryinterview, or send an e-mail to someonein the industry and ask if you can speakwith them about their career path. Mostpeople are willing to lend a few minutesto help. The more people you meet, themore windows of opportunity you areopening.

Breaking into any industry is nevereasy. Just keep in mind that everyonehas their own career path. Some peopledo everything by the book and neverget ahead. Some people take alternativeapproaches and make it to the top.There is no rule book for launching abeauty/fashion PR career. Yes, who youknow can be helpful at times, but it iswhat you know and how you apply thatknowledge that will get you closer toyour goal. Hopefully, you now have alittle bit of a head start.

Alexis Rodriguez is the ExecutiveDirector of Public Relations, NorthAmerica, for Bobbi Brown Cosmetics.She also runs the blog The PR Closet, anadvice column focused on how to breakinto beauty and/or fashion PR. £

Practical tips for breaking into beauty/fashion PRAs a publicist who has worked for some of the biggest names in fashion and beauty, I’m oftenasked: “What’s the secret to breaking into this industry — and succeeding?” The truth is,there’s no silver-bullet answer or tried-and-true formula. Success in the beauty and fashionindustry often comes after years wrought by trial and error.

By Alexis Rodriguez

Alexis Rodriguez


Practical tips for breaking into beauty/fashion PR


The Society, whose 2013 Treasurer isBlake Lewis of Dallas, does notbreak out the quarter in posting the

first half on its website, forcing members todo their own arithmetic if they want to findout what happened in the quarter.

The H1 report is on the PRSA websiteand, as usual, there is no accompanying textor explanation.

Society officers and staff traditionally donot discuss the financial results nor answerpress questions about them.

A call and an e-mail have been sent toLewis, who ran against Kathy Barbour ofBaptist Health South Florida for chair-electin 2014 but was defeated. Lewis instead wasnominated as secretary.

$30 dues hike does not halt slideThe $30 dues increase in 2011 to $255

has failed to erase the red ink in theSociety’s financial report.

Dues income for H1 was $3,022,230, again of $114,945 from dues of $2,907,285 in2012. Dues for the second quarter were$1,222,584 vs. $1,216,439 in 2012, a gain of$6,145.

The Society has been offering at variousperiods for many months free chapter dues,free section dues and at times a waiver of the$65 initiation fee for new members.

New and current members also get freeaccess to webinars which previously cost$150 each.

Total membership, which was 20,266 in2000, is currently “21,000” according to theSociety website, indicating very littlegrowth in 13 years.

Revenues for the half were $5,493,255, again of $249,305.

However, expenses rose to $5,511,974from $5,273,744, a gain of $238,230. Therewas an operating loss of $29,794 in the firsthalf of 2012.

Investments show gainsA profit of $66,924 on investments was

reported for H1 2013 vs. a profit of$119,465 in H1 in 2012.

The Society, as of December 31, 2012had common stocks worth $1,389,723 andcorporate bonds and preferred stock worth$1,012,160, according to the 2012 audit.

The H1 financial report says “invest-ments” as of June 30, 2013 totaled

$3,951,882 vs. $3,900,840 on December 31.The Society, in violation of common

accounting practice, books dues as cashalthough a year of service is owed uponreceipt of the dues. Medical, legal andaccounting groups defer about half of theirdues income.

Deferred PRSA dues are listed as$323,205 when half of dues income of$3,022,230 would add about $1.5 million tothat figure. The $323,205 represents cost ofservicing the monthly Tactics and quarterlyStrategist publications of the Society.

It has an extra $459,787 in cash because itdidn’t pay the first year’s rent at 33 MaidenLane. The “accrued rent expenses” arecalled a “highly unusual” entry by account-ants.

Payroll steady at $2.7 millionSalaries and fringes for the half were

$2,757,580 which is about even with the

$2,767,309 reported for the same half in2012.

Rent, utilities and maintenance rose to$432,736 from $373,469.

Fourth biggest expense, after $673,352 onsupplies, is “professional fees,” which rose46% to $337,408 from $230,881, a gain of$106,527.

This could be from hiring consultantLaura Freebairn-Smith of Hamden, Conn.,who is working on a program to rekindleinterest in the Society’s accreditation pro-gram. The number of new Society APRs inthe past ten years is less than half of the newAPRs that were created in the previous tenyears.

The organization has never had outsidePR counsel although it has spent $558,264on legal counsel in the latest eight years.

It is withholding publication of the 2012IRS Form 990 report which would discloselegal costs for 2012 and the pay packages ofthe eight Society staffers who earn morethan $100,000 yearly. Original deadline forsubmitting the 990 was May 15. This reporthas been withheld from the last threeAssemblies. £

PRSA reveals first-half $18K loss, despite dues hikePR Society of America has reported an operating loss of$18,719 for the first half of 2013. The news comes after theassociation reported an operating profit of $403,048 duringtheir first quarter. By Jack O’Dwyer



FEATURE

While fashion trends come and go— and famous faces cycle inand out of cultural hipness —

we, the malleable masses, are all basicallythe same. While the fashion industryremains nuanced and complicated, you andI, the consumer, are very sim-ple.

To be clear, we’re talkingabout the newsstand coverhere, not the snazzy and sin-cerely artistic subscriber’scovers that have come intothe norm. We’re talking aboutthe newsstand impulse buy,where Elle faces off withHarper’s Bazaar in a battleroyale for your latte money.Many art directors have given interviewson how their teams decide what to put ontheir covers, but at the end of the day,there’s a tried-and-true formula that seemsto work month after month in the fashionmagazine business. The celebrity or model chosen is

almost always looking right at you, withtheir best come-hither expression. Thiscan be a gorgeous smile, as with SarahJessica Parker on the September 2013 coverof Harper’s Bazaar, or a hungry gaze liketigers in a cage, as with Kate Upton on theSeptember 2013 cover of Elle. It’s notalways the most flattering picture an artdepartment can produce —but it’s always a head turner,especially if it makes theunsuspecting shopper uncom-fortable. Depending on the time of

year, there is always either apop of color (red or yellow)or zazzle (usually sequins,and sometimes diamonds).Othertimes, it’s somethingridiculous and eye-catching,like the enormous wig Oprahsported on the cover of O MagazineSeptember 2013, or the tiger print dressthat Lily Collins is wearing on the cover ofthis September’s Seventeen.The background is white, bright, or

neutral, allowing the cover model andsurrounding captions to pop. While wedo occasionally spy Oprah dangling her

feet in some water or wandering through atropical garden (mainly in lifestyle maga-zines, where a range of topics are covered),there is generally little background compe-tition in the fashion realm. You, the casualgrocery shopper, are the prey — and KateUpton is lying in wait, ready to lock eyes

and hypnotize you. Voguelikes to frame their cover mod-els with a cherry blossom sprigor a muted ocean wave to adddrama and depth — but thefocus always goes to the eyes.The reason for this formula issimple: it’s proven over yearsof intense research, trial anderror, and test groups to getshoppers to impulsively popthat exciting cover girl into

their carts on their way through the check-out stand.

Formula applies to pitches, personal lifeEach new season my clients supply me

with catalogs of their coming collections. I,in turn, send these to the crowded desks ofmagazine editors across the world. As youcan imagine, the competition is fiercer thanwhat you’d see at the check-out stand. Atleast in the latter category there’s a captiveaudience.

In other words, my clients must competefor attention with thousands of submissionsto make a handbag roundup or fashionshoot. Often getting an editor to crack open

a catalog boils down to thesame formula as above. Mycover letters are dazzling, andmy follow up phone calls areengaging, but my efforts areunquestionaly helped by a cat-alog cover that offers the sameintensity and passion as theartwork you see on fashioncovers each month. The vari-able here is that often fashionand accessory catalogs andlook books don’t carry cap-

tions — the product is meant to speak foritself. In the age of internet memes, contin-ual twitter quotes, and #tenwordhashtags,carefully worded phrases on a catalog coverdescribing the zeitgeist of a collection canreally add allure to what’s inside.

The fashion cover formula can also beapplied to your personal life. Have a special

person you want to impress (boss, potentialclient, love interest)? Yes, I’m about to tellyou to getdolled up likeSarah JessicaParker — atleast your ver-sion of hersequined gloryon the cover ofElle. When yousee your target,lock eyes withhim/her like atiger/tigress onthe hunt. You have a choice here: seductiveor smiling? I think the setting should helpyou feel your way through that — is it asunny breakfast, or a steamy nightclub? —but no matter where you are, stay focusedand make eye contact. Showing genuineinterest is thekey elementthat real peoplecan impart thatpaper and inknever will. It’sthe charm fac-tor that willgrab anyone’sattention andhold it.

Think ofsomething compelling to say, like thoseheadlines promising the answers to all oflife’s problems. One thing I like to do isscan the newspaper for local and nationalnews that’s upbeat and non-controversial— you want tohold this per-son’s attention,not start a fight.

Engage themin light heartedbanter and theb a c k g r o u n dwill fade awaylike so muchwhite noise, justlike on a maga-zine cover.

That part was easy: the devil is when theyopen the cover and start turning pages.

Carrie Leber is Founder of Carrie LeberPublic Relations. £

The formula behind fashion magazine coversEver wonder how fashion editors choose cover shots? You may have noticed that while each coveris tantalizing, it’s always delivered in a peculiarly familiar way. The fact is, there’s a clear formulabehind America’s fashion magazine covers, and understanding how this formula works reveals thethought processes behind them, and ultimately, what fashion editors want. By Carrie Leber



Digital marketing has changed theway brands are seen and want tobe seen. By adopting a social

strategy online, businesses can vastlyincrease their visibility.

Social media sites with a visual com-ponent are gaining in popularity likenever before. There are many businessbenefits to using visual content in mar-keting, from recruitment to sales. Visualcontent humanizes brands: it’s dynamic,it’s entertaining, and it produces a high-er share rate. Let’s look at the most pop-ular image-based channels and howbusinesses can maximize their use forbrand storytelling.

The “big four”YouTube reaches 1 billion users every

month, with 100 hours of videouploaded every minute. Pinterest nowhas 70 million users and the number ofTumblr users is now reaching 111 mil-lion. With more than 130 million users,Instagram is also commonly used byindividuals and celebrities to share fil-tered images.

People are now sharing images, videosand gifs faster than texts and links. Theevolution towards visual content wasevident in a study by M Booth last year,which found that videos were shared 12times more than text updates onFacebook. This is a trend that’s been con-firmed with the recent success of Vine,the mobile app created by Twitter toshoot and share videos only 6 seconds induration. It now counts 40 million users.

Who to watchMany new mobile social networks

have appeared in 2013. Here are threethat I think might be the next big thing invisual storytelling:

• Snapchat, a mobile app where pic-tures can be sent and then automaticallydeleted.

• Thumb, a new community thatenables picture-sharing where users canask each other for advice.

• Hi, a mapping platform that letsusers share images and stories usinggeolocalization.

Being visual makes you visibleBefore selecting the proper channel to

use, you should think about the messageyou want to share and ask yourself thefollowing key questions:

Do you have the right resources?Sometimes it’s okay to shoot an amateurvideo using a smartphone because it fitsthe purpose. However, most of the timeyou will need good video production andphoto editing tools to brand your con-tent.

Does the content fit your brand? Onceyou publish an image or video it’s outthere! The digital world is instant andthe consequences of an ill-judged imagecan be disastrous. Always keep in mindthat if you want to use visual content, ithas to be fun and dynamic, relevant toyour audience and appropriate for thechannel whilst, importantly, fitting yourbrand.

So, who’s getting it right?Starbucks is currently followed by 1.5

million Instagramusers simply becausethey publish enter-taining pictures of itsproducts. GeneralElectric currentlyhosts a very entertain-ing Pinterest pagewith pictures of — toborrow a commonterm — “badass”machines. GE hasalso just launched a #6secondsciencecampaign on Vine to encourage people tosubmit videos. Coca Cola created aTumblr account that expounds on themeaning of happiness.

In summary, to successfully integratevisual content into your marketing strat-egy, what you share must be dynamicand useful — and hopefully, funny.When you get it right, visual content canelevate and differentiate you from thecompetition.

Audrey Liberge is a Senior PRConsultant & Social Media Strategist atLewis PR in Paris. £

Why visual is king in digital marketing campaignsIn the last several years, content on social media platforms hasgrown increasingly visual. As a result, it’s become vital forbrands to integrate the use of pictures and videos into theirsocial marketing campaigns. By Audrey Liberge

Audrey Liberge



REPORT

Arecent survey of U.S. womenfound a majority of those whoidentified themselves as avid

fashion and beauty shoppers may useTwitter, but they don’t consider the plat-form influential in their buying deci-sions. On the other hand, women whoclaimed fashion and beauty were impor-tant components in their lives said theirpurchases were often influenced by con-tent found on blogs and messageboards, as well as popular social mediaalternatives such as Facebook andPinterest.

The report, titled “Social Channels ofInfluence in the Fashion Industry,” wasreleased by market research companyEdison Research in conjunction withsocial intelligence group NetBase. Itgauged the buying influence of socialchannels in fashion by polling morethan 1,000 U.S. women aged 18 years orolder who claimed to have a profile onat least one social media network. Thestudy asked participants about theirsocial media usage, and what influence,if any, these media channels have ontheir fashion buying decisions in pur-chases ranging from casual and specialoccasion clothing to costume jewelry.

The survey’s results separated respon-dents into two key segments:“Fashionistas,” or those who alignedwith the statement that fashion andbeauty are “extremely important” intheir lives, and “Social Shoppers,” orthose who agreed with the statementthat brands and products used by theirfriends are influential in their own pur-chasing decisions.

The results of the study focused pri-marily on these two groups (which isn’tsurprising, considering their buyingpower makes them the most valueddemographic of all those polled).According to the study, 28% of womenpolled considered themselves“Fashionistas,” while 15% of respon-dents fell into the category of “Social

Shoppers.”“Since women account for more than

85% of all consumer purchases in theU.S., these two segments are valuablecustomers to own because of their buy-ing power,” said Lisa Joy Rosner, CMOof NetBase.

The study found that both the“Fashionista” and “Social Shopper”groups were more likely to haveFacebook profiles over a presence onany other social network (according tothe study, a whopping 98% of “SocialShoppers” and 97% of “Fashionistas”have a Facebook page).

However, the study found that simplybecause a consumer has a profile on oneor more of these networks, it doesn’tguarantee these social hubs are necessar-ily influential in their buying decisions.Interestingly, the platforms that drew themost inspiration regarding fashion pur-chases for both groups wasn’t Facebook,but blogs and message boards. About64% of “Social Shoppers” said they con-sult message boards or blogs for inspira-tion, and 62% of “Fashionistas” admit-ted doing so.

“It makes sense when you think aboutit,” Rosner told O’Dwyer’s. “The‘Fashionista’ looks at blogs and messageboards as a place where the experts are.She doesn’t know them personally, butshe feels like she knows them. ‘SocialShoppers’ will go to blogs and messageboards too, but they’re more inspired byFacebook because that’s where theirfriends are, and they trust their friends.”

Facebook still maintains a huge role ininfluencing fashion decisions. The studyfound Facebook inspires at least onetype of fashion purchasing decision for56% of those deemed “Fashionistas,”and 72% of those who considered them-selves “Social Shoppers.”

Approximately 50% of both“Fashionistas” and “Social Shoppers”said they turn to Pinterest for inspira-tion, and Instagram was a decision-making factor for about 42% of allwomen polled in the study’s 18-29 age

group.Twitter was cited as the least popular

source for influencing fashion deci-sions. While Twitter was cited in thestudy as the second most popular socialmedia destination for both key segments(75% of “Social Shoppers” said theyhave a Twitter profile, and 66% of“Fashionistas” admitted the same) themicro-blogging site polled last — sixthplace — as an influencer of purchasingdecisions for both groups. Though manyof the consumers polled in both keygroups admitted having a profile onTwitter, it was not deemed a majorinfluence on their fashion decisions.

The takeaway from this study seemsto be two-fold. One, it seems to suggestfashion marketers may want to put moreof their outreach efforts into blogs andthe (arguably) old-world forums of mes-sage boards.

Second, it seems to suggest that whilepopular, Twitter may be a dead-zone interms of influencing marketing deci-sions. This news may bode poorly forsome brand marketers, many of whomhave been turning a lot of attention toTwitter for the last several years. If thestudy is any indication, fashion’s mostcoveted consumer demographic may beignoring marketing messages on thissocial site even while use on the siteremains high, and fashion marketers’efforts on this platform, thus, may befor naught.

Rosner posited that, regardless of itsimmense popularity, Twitter’s lack ofvisuals could be a reason for its inabili-ty to influence.

“Twitter is a constant flood stream.It’s more fleeting. It’s limited to 140characters where you can only commu-nicate so much, and it’s not nearly asvisual as what you’d find on Pinterest orInstagram. You can use Twitter to pointsomeone to a graphic, or to offer a linkto something influential, but actualinfluence isn’t occurring on Twitter,even though people are using it. It justgoes to show that you need a differentstrategy for different channels.”

Rosner said the only time Twitterseems to directly influence shoppingbehavior is when it involves a celebrityendorsement, or when a company usesits Twitter page to announce a sale oroffer a coupon. £

Study: Twitter not preferred platform for fashionFor several years now, fashion marketers have been puttinga lot of stock into Twitter. A new study, however, indicates themicro-blogging site may not be nearly as influential amongfemale fashion consumers as blogs or other competing socialmedia channels.

By Jon Gingerich



ProPublica, a group of 40 inves-tigative journalists supported by$10.9 million in income last year

and which sports some of the world’shighest-paid journalists (eight staffersmade more than $200,000 in 2012), hasyet to look into PR. Now, we hope itwill.

PR people are the main interface withreporters at organizations of all sizesand in recent years have been tighteningtheir grip on the flow of information.

This is not only a U.S. phenomenonbut one that is worldwide as evidencedby UNESCO’s 51-page report in 2012documenting press persecution, intimi-dation and avoidance worldwide. Whilethe murder of journalists wins head-lines, the great bulk of press interfer-ence takes place at the local level, saidthe report. Governments, businesses andtrade groups are the culprits, it said.

The National Press Club has takennote of this trend in the U.S., sending astatement on Oct. 20, 2011 to 390 majormedia scolding the PR Society ofAmerica for its press-blocking practiceswhich include barring reporters from itsannual legislative Assembly in both2011 and 2012 after 40+ years of allow-ing them to cover it. Until 2005, whenthe PR Society started instituting a raftof information-blocking practices, a400-page+ transcript of the Assemblyand an audiotape were made availableto reporters.

The PR Society, the world’s largestPR organization (21,000 members)should not be engaged in press blockingpractices, said NPC, whose statementwon the “hearty agreement” of NewYork State Senator Liz Krueger.

Sandlers founded ProPublicaProPublica was founded in 2007 by

Herbert and Marion Sandler, formerCEOs of Golden West Financial, whosold the bank to Wachovia Bank in 2006for $25 billion. But GWF was loadedwith so many bad mortgages that italmost immediately had to sell out toWells Fargo.

The Sandlers, who netted $2.4 billionfrom the sale, committed $10 million

yearly to ProPublica and hired as editor-in-chief Paul Steiger, former managingeditor of the Wall Street Journal.

The Sandlers are still the major back-ers of ProPublica, donating $4 millionin 2012 and $5 million in 2011, accord-ing to IRS form 990 for 2012 that lists77 donors to the 501/c3 non-profit.

Gifts came from 76 other donorsincluding $2 million from the John &James Knight Foundation. Edelman andKekst and Co. were among the contrib-utors. Net assets rose to $4,410,365from $3,338,883.

The 990 and ProPublica website listnumerous awards ProPublica has wonincluding a Pulitzer Prize in 2011 for anexpose on corrupt Wall Street practicesand a Pulitzer in 2010 for reporting oneuthanasia at a New Orleans hospitalfollowing Hurricane Katrina.

Wells Fargo is involvedA player in the PR Society’s press-

blocking policies is Oscar Suris, EVP ofCC of Wells Fargo, based in SanFrancisco, who is co-chair of the 2013annual conference of the PR Society inPhiladelphia Oct. 26-29. Suris somehowgot to be co-chair of the conference,which is on the other side of the nation,although he is not even a member of theSociety.

Society Spokesperson StephanieCegielski is refusing to say whichreporters will be “credentialed” for themeeting or whether any will be allowedat the Assembly.

Further tightening the screws onreporters, she says no reporter will beallowed to cover more than one day ofthe meeting.

Attempts to get Suris to exercise hisauthority as conference co-chair havegone nowhere.

Webb dodged PR dutiesWebb, who is relocating to Hawaii,

responded to charges that he would notdeal with us while at ProPublica.

He definitely did not follow HaroldBurson’s definition of a PR person’sduties as starting with listening, fol-lowed by telling the employer what isright or wrong, serving as an advocatefor media, and answering press ques-

tions.We never met Webb and only had the

briefest of phone conversations withhim. We wrote several stories on thehigh pay packages at ProPublica($584,000 in 2012 for Steiger, whoretired at the start of2013; $391,000 forManaging EditorStephen Engelberg,and $363,000 forTreasurer RichardTofel).

No one atProPublica, with theexception of Webb,would talk to us.

Webb’s answer tosuch charges is thathe was on the “business/administrativeside” of the nonprofit and that myrequest for assistance from ProPublicain gaining access to PR Society eventswas a matter for others in the organiza-tion.

He joined ProPublica in 2008 from theBrennan Center for Justice at the NewYork University School of Law where hewas Deputy Director of Communicationsand Strategy.

Earlier in his career he worked oncampaigns including Bill Bradley’s runfor president, Marty Markowitz forBrooklyn Borough President, and OhioAttorney General Anthony J. CelebrezzeJr.

Will Bronzan be any different?The question now is whether Bronzan

will be any different from Webb?She is an activist for gay rights, almost

opting out of marrying herself in orderto show solidarity with gay people whoare unable to marry. She and her hus-band considered such a move but did getmarried and now have a son.

We hope she will show as much zealfor press freedoms.

Bronzan was at The New York Timesfrom May 2003 to December 2009, ris-ing to Assistant Metro Editor inSeptember 2008, managing coverage ofBrooklyn, Queens, the Bronx and urbanarts.

She joined Freedom to Marry in July2012 and remained 14 months.

A graduate of Florida A&MUniversity, she started her career as acopy editor at the Tampa Bay Times. £

New PR head at ProPublica, but will it look at PR?Nicole Bronzan of Freedom to Marry will joinProPublica September 16 as Communications Director,replacing five-year veteran Mike Webb, who had the title of VPof Communications. By Jack O’Dwyer

Nicole Bronzan

Study: Twitter not preferred platform for fashion


What’s a young designer’sdream? How about havingMichelle Obama saunter onto

a stage wearing his or her dress. TracyReese designed the much-publicizeddress Michelle Obama wore at the 2012Democratic National Convention. Notsurprisingly, the designer’s sales sky-rocketed after the Convention andReese told The Daily Beast that herwebsite and store were inundated withshoppers.

When Kate Middleton,the Duchess of Cambridge,and Prince William werephotographed leaving thehospital in late July withPrince George swaddled ina blanket, cyberspace wentcrazy. The web sitebelonging to blanket man-ufacturer, aden + anaisbased in Brooklyn, NewYork, actually crashedafter the image wasreleased.

Us Weekly recently ran astory titled “Must-HaveBaby Gifts” next to aphoto of singer AlanisMorissette and her babythat read, “Aden & AnaisSwaddling Blankets.”Celeb baby nurse BeaThomas raved about thesecool covers, which AlanisMorissette claimed to haveused to keep her four-month-old son, Ever, cozy.How’s that for publicity?

British company Seraphine also cele-brated as the Duchess of Cambridgewas recently wearing its blossom knotfront fuchsia dress in the official familyphotograph featuring the new prince.The dress sold out within hours of thephoto being released. On the company’sweb site the dress is prominently dis-played with the declaration: “As wornby the Duchess of Cambridge.”

The takeaway is clear: celebrityendorsements still not only a propel acompany’s name into the conversation— they’re still unquestionably lucra-tive.

“Consumers tend to pay more atten-tion and want a product if there is acelebrity attached to it. We’ve oftenseen sales rise if there was a mention intraditional or social media about acelebrity using a product,” said RobertMcEwen, President and CEO of Zing

USA, a company that represents beautyand fashion clients in the United States,United Kingdom, and Australia. “IfBeyoncé endorses a sweater, many ofthose who buy it will do so not becausethey decided autonomously that theywant it, but because Beyoncé told themthey want it.”

One example is Beyoncé’s newblonde bob haircut, as recently revealedby the entertainer on Instagram. The

photo created a national social mediafirestorm, becoming a trending topic onTwitter. The hashtag, #beyhairhead-lines, is where people have since beenweighing in about Beyoncé’s new do.Not surprisingly, many are flocking tohair salons to copy the style. In a singletweet, hair stylists across the countryare now confirming Beyoncé has starteda new trend.

“With the globalization of media andthe instantaneous access to images of

stars around the globe,celebrity endorsements arejust as important as theywere a few years ago, if notmore so. Just open up thepages of any top fashionmagazine and you will seebrand ambassadors anddozens of other celebrityendorsements on the pagesof fashion’s top maga-zines,” said Carla Blizzard,Senior Vice President of theFilm Fashion unit of Rogers& Cowan, the world’s lead-ing entertainment PR andmarketing agency. “Real” stories at forefrontNot everyone agrees that

celebrity endorsements areas vital to beauty and fash-ion campaigns as they wereseveral years ago. JillWahler, Vice President ofNew York-basedAllison+Partners, a globalcommunications firm head-quartered in San Francisco,

believes celebrities are now falling bythe wayside in favor of a different story-telling point of view: everyday people.

“A celebrity that is truly organic to abrand is a nice way to extend brandawareness, but due to the increase insocial networking, transparency, and theall about me platform, celebrities aren’tas indispensable to campaigns as they


REPORT

Beauty and fashion move toward getting “real”Celebrity endorsements still increase the profiles of beauty and fashion products, but in somecircles the stories of everyday people are taking over as the reigning fashion narrative dujour. The lifecycle and evolution of trends has been more democratized as well, as socialmedia has replaced fashion spreads in its ability to kick off conversations regarding what’snew and exciting in the world of fashion today. These are just some of the insights beautyand fashion PR experts recently shared with O’Dwyer’s.

By Andrea Doyle

0Continued on next page

In April, Dove’s Real Beauty Sketches campaign took TV audiences by storm.The three-minute segment showed women meeting with a forensic artist —separated by a curtain — who then sketched the subjects based on descrip-tions they supplied of themselves. The women were then sketched again,this time based on descriptions given to the artist from strangers whom theymet. The sketches were then revealed, and in each case the stranger'sdescriptions were more accurate and flattering than how the subjectsdescribed themselves. The campaign went viral, attracting strong reactionsfrom the public and media. According to AdAge, the Dove Real BeautySketches campaign generated 30 million views and nearly 700,000 Facebookshares during its first ten days.


Beauty and fashion move toward getting “real”


once were. Consumers want to see andhear about trends and information fromreal women who are relatable andbelievable. A strong brand story willalways be the better path to take,”explained Wahler.

Wahler said the marketing messagesthat are gaining traction with audiencestoday focus on a personal experience.“The growing presence of vloggers andbloggers showcasing heartfelt and edu-cational testimonials for products theylove are continuing to move productsand help increase sales across both thebeauty and fashion industries,” saidWahler.

Wahler cited Allison+Partners workwith Julep as anexample of telling abrand story. “Forthe past three years,our team has beenable to leverage andpackage the brand’sunique assets togive both media andconsumers a com-prehensive look atone of the fast-growing beautybrands in the indus-try. Sharing theCEO and Founder’sstory, passion, anddrive has given ourteam a strong foun-dation to launchnew product cate-gories and pro-grams for thebrand,” said Wahler. Another example ofhow that story can

be leveraged acrossmedia channels can be seen in the popu-lar Dove Real Beauty Sketches cam-paign. The campaign resulted in almostfour billion PR and blogger mediaimpressions as of May 20th, a numberthat continues to increase. Plus, lessthan a month after launch, the DoveReal Beauty Sketches film became thenumber one viewed online video ad ofall time. The film, which explores howwomen view their own beauty in con-trast to what others see, has beenviewed more than 114 million times tosurpass all previously recorded videoads, according to the Viral Video Chartreported globally by Unruly. The DoveReal Beauty Sketches campaign struckan emotional chord with millions ofwomen who recognize that they aretheir own worst beauty critic. Dove iscommitted to a world where beauty is a

source of confidence and the film rein-forces the brand’s commitment to fos-tering self-esteem in women.

Global launch of coverage highlightsresulted in 121 print features, includingleading op-ed pieces; 484 major broad-cast news and lifestyle segments; andthousands of online articles that havegenerated hundreds of thousands ofcomments, likes and shares.

Social media democratizes trendsSocial media has had a huge impact

on beauty and fashion PR. “Media seemto be consistently fascinated by fantasyas well as the multi-faceted personali-ties that exist within the industry. Amusician or model turned designer tendto grab headlines as well as the notionof making a trend part of everydaywear,” said Wahler. “The increased pop-ularity of Pinterest and Tumblr has peo-ple of all ages showcasing how piecesand styles become wearable items. Allof that said, new news and productlaunches will always reign supreme.”

The fashion media is always lookingto report on what’s new and exciting.“Whether it is a hot designer likeHoughton, an interesting designer col-laboration like A Pea in the Pod andNicole Richie, celebrity or street styletrends like Bec & Bridge, having freshnews to share with this specific media

niche is important to keep fashion andaccessory clients top of mind and in thepress,” said Blizzard.

Experts discuss future trendsAccording to Wahler, for fall/winter

of 2013, there is a prevalence of bothbold and demure color palettes with anod to punk rock styles. Stripes, fur,metallic, and leather seem to be grab-bing the spotlight on jeans to boots andeverything in between. When it comesto beauty, the crimson lip goes witheverything and hairstyles range fromundone glamorous waves to uniquebraids and low ponies.

McEwen said marketing messageswill illustrate these styles as the mostsuccessful ones focus on what’s trend-ing.

“Fashion press and blogs like what istrending for their stories. They selectitems based on trends in patterns, col-ors, and fabrics. The dry shampoo cate-gory is a good example. Many newbrands have been introduced over thepast four years and there are more tocome. We certainly can expect to seemore offerings from Batiste, OscarBlandi, TRESemme, Dove, Klorane,Suave, Psssssst, and Oribe. Pretty muchevery big hair company will have a dryshampoo option at some point in thefuture.” £

Allison+PartnersVice President Jill Wahler

Zing USAPresident and CEORobert McEwen


SEPTEMBER 2013 4 WWW.ODWYERPR.COM 4 ADVERTISING SECTION18

5W PUBLIC RELATIONS

1166 Ave. of the Americas, 4th Flr.New York, NY 10036212/999-5585Fax: 646/[email protected]

Ronn Torossian, President &CEOErika Kauffman, Senior VicePresident

5W Public Relations (5WPR)is headquartered in the heart ofMidtown Manhattan with anoffice located in Los Angeles.The 5WPR beauty divisionunderstands what it takes for abrand to have a competitive edgein a saturated industry and like-wise, gain tremendous coveragein a media landscape that issimultaneously shrinking formagazines and newspapers andexpanding to blogs, video andother digital “e-media.” 5WPRnavigates this challenge by being

laser focused on those initiativesthat will affect a clients’ bottomline and delivers campaigns thatcreate impactful media, and pow-erful connections with con-sumers, retailers, and influencers.

Whether putting a maturebeauty brand back in the spotlightor launching a lesser knownentrepreneurial company intomass retail, 5W is dedicated tostructuring beauty PR programsthat will generate millions ofmedia impressions, drive enor-mous buzz, and create celebrityinfluence.

ALLISON + PARTNERS

71 Fifth Avenue646/[email protected]@allisonpr.com www.allisonpr.com

Scott Allison, CEOAnne Colaiacovo, Senior PartnerJill Wahler, Vice President

The Allison+Partners beauty and

fashion practice breaks the sys-temic beauty and fashion PR mold,bringing the reach and resources ofa global leader paired with theresponsiveness and expertise of aboutique group. With years ofexperience growing some of theworld’s leading skincare, fragrance,cosmetics, personal care, appareland accessories brands, our sea-soned beauty and fashion PRexperts create breakthrough cam-paigns that are never one-size-fits-all. We are uniquely positioned tointegrate traditional media tacticsinto 360 degree programs includingevents, sampling and promotions;digital and social media; retail mar-keting; sponsorships and strategicalliances; and corporate socialresponsibility and cause marketingprograms that reach consumeraudiences and build market share.Our brand experience includesJulep Nail, JOICO, Sexy Hair,Bulova, LaseResults, philosophy,L’Oréal USA, GoodSkin Labs,Bobbi Brown, ASICS and more.We are committed to creativity andinnovation — developing brand-specific programs to captivate audi-ences and get messages heard.

BEEHIVE PR

1021 Bandana Blvd. E., Suite 226St. Paul, MN 55108-5112651/789-2232Fax: 651/789-2230www.beehivepr.biz

Lisa Hannum, CEO

Nicki Gibbs, VPAyme Zemke, VP

Beehive PR, based inMinneapolis/St. Paul, is astrategic communicationsagency with a reputation forfresh insights, big ideas, conta-gious energy and brilliantresults. Our team of seniorstrategists and savvy specialistsare focused on creating bold,positive growth for ourclients. When strategy, creativi-ty and partnership come togeth-er magic happens. Big ideas areborn. Brands, influencers andcustomers connect. Momentumbuilds. Growth happens. Ourteam has deep expertise servingthe beauty and fashion industryrepresenting clients like6pm.com, Christopher & Banks,Dayton’s, Dressbarn Stores, J.R.Watkins Naturals, JB HudsonJewelers and Juut Salonspas.

COYNE PR

5 Wood Hollow RoadParsippany, NJ 07054973/588-2000www.coynepr.com

1065 Avenue of the Americas28th FloorNew York, NY 10018212/938-0166

604 Arizona AvenueSuite 15Santa Monica, CA 90401310/395-6110

5W coordinated an interactive media event at the Oro GoldCosmetics New York City location to provide Oro Gold with theopportunity to introduce the new flagship store, latest products, andthe new celebrity spokesperson, Denise Richards, to beauty influ-encers and New York media outlets. 5W created an intimate, funsetting that allowed each editor to have a personal experience withthe brand, as well as shop the luxurious collection by selecting anassortment of the exclusive Oro Gold products of their choice fromthe collection. Following the one-on-one consultations and “shopthe store” experience, Denise Richards arrived to officially open theOro Gold NYC location.

Coyne PR helped David’s Bridal launch its Fall 2013 Bridal Collectionwith a preview event for media at Shop Studios in Manhattan.


Tom Coyne, CEORich Lukis, PresidentDeborah Sierchio, VicePresident, Beauty, Fashion &Retail

Coyne PR is a creative power-house. Some of the world’s most-prominent brands look to CoynePR to create high-profile publicrelations programs that deliversignificant results and help themachieve their marketing commu-nication and business goals.

Coyne PR’s Beauty, Fashion &Retail team represents clientsacross the mass and prestige sec-tors, with accounts includingMary Kay, Palmer’s and David’sBridal. The team knows that themeasure of success is based onthe ability to impeccably groomthe client’s image. From productlaunches and special events tosocial media campaigns, theBeauty, Fashion & Retail teamthinks bigger and acceleratesbuzz for its clients, always keep-ing a finger on the pulse of thisfast-paced industry.

FILM FASHION

A Division of Rogers & CowanPacific Design Center8687 Melrose Ave., G684 Los Angeles, CA 90069310/854-8195Fax: 310/[email protected]

Carla Blizzard, Senior VicePresident

Film Fashion, an exclusivedivision of Rogers & Cowan,specializes in matching fashionand accessory brands with promi-nent celebrities to provide height-ened brand awareness. This spe-cialty PR firm creates customizedsolutions to match clients andtheir latest fashions with the“right” celebrities and trendset-ters that embody their brand andpromote the desired image.

The firm leverages theseHollywood associations intomedia coverage through the exe-cution of strategic media relationscampaigns targeting key fashion,lifestyle, and entertainment press.Media activities for their roster offashion designers, fine jewelers,

luxury goods, and specialtyretailers may include designerprofiles, collection launches, andfashion shows. Film Fashion’sunique showroom space providesan optimal location to introducemedia, stylists and celebrities toour client’s brands by housing anedited collection of samples.

Recent projects have includeddressing celebrities for magazinephoto shoots and red carpetappearances, securing editorialplacements and coordinatingproduct placement working withtalent such as Angelina Jolie,Kate Winslet, Jennifer Lopez,Taylor Swift, Blake Lively, KateHudson, Carrie Underwood,Beyonce, and Katy Perry.

Clients include A Pea in thePod, Catherine Malandrino,Chopard, David Meister, GeorgesChakra, Houghton, Izmaylova,Jenny Packham, John Hardy,Nicole Miller, Pedro Garcia,Romona Keveza, Swarovski,Tadashi Shoji and Zuhair Murad.

FINN PARTNERS301 East 57th Street, Fourth Flr.New York, NY 10037212/715-1600

Connectivity and innovation arewhat drive Finn Partners’ fashionand beauty practice. The firm spe-cializes in a collaborativeapproach that forges effectivepartnerships between fashion andbeauty brands and tastemakers inthe arts, music, film, media, andcivic arenas. In this manner,brands are strongly positioned tocapture consumer interest and theensuing campaigns generatemedia coverage in traditional andunexpected places. Over theyears, Finn Partners has represent-ed both iconic and emergingbrands by elevating their respec-tive profiles through specialevents, media partnerships, spon-sorships, digital strategies andeven CSR. Clients have includedAmerican couturier and ready-to-wear designer B Michael, TheNorth Face, Amore Pacific’sSulwhasoo and the PradaEpicenter in New York’sSoho. Celebrity and influencerconnections ranging fromGrammy-winning recording artistMary J. Blige to philanthropistDenise Rich have helped establishFinn Partners’ particular expertisein launching new brands and rein-vigorating more established brandsseeking to enhance market shareand recognition in an increasinglycompetitive landscape.

FRENCH / WEST /VAUGHAN

112 E. Hargett St.Raleigh, NC 27601919/832-6300www.fwv-us.com

Rick French, Chairman & CEODavid Gwyn, President / PrincipalNatalie Best, Executive VicePresident / Director of ClientServices / Principal

French/West/Vaughan (FWV)is the Southeast’s leading publicrelations, public affairs and brandcommunications agency, inde-pendent or otherwise. Founded inApril 1997 by Agency Chairman& CEO Rick French, FWV nowemploys 85 research, public rela-tions, public affairs, advertisingand digital marketing expertsamong its Raleigh, N.C. head-

PROFILES OF BEAUTY & FASHION PR FIRMS

ADVERTISING SECTION 3 SEPTEMBER 2013 3 WWW.ODWYERPR.COM 19

Katy Perry looks picture perfect in a Tadashi Shoji dress, PedroGarcia shoes and Swarovski jewelry, while appearing at the LosAngeles premiere of “The Smurfs 2,” as featured in an August editionof In Touch Weekly. Tadashi Shoji, Pedro Garcia and Swarovski areFilm Fashion Clients.

0Continued on page 20

The October issue of O’Dwyer’s will profilePR firms that specialize in healthcare. Ifyou would like your firm to be listed, con-tact Editor Jon Gingerich at 646/843-2080or [email protected]


quarters and New York City,Dallas/Ft. Worth, Los Angelesand Tampa offices.

Ranked as the #4 firm forbeauty and fashion PR byO’Dwyer’s, FWV helps clientsbuild retail and consumerdemand for their product lines

through earned media coverage,line reviews, fashion previews,celebrity seeding, cooperativeretail promotions and high-visi-bility trade show support.

FWV’s present and past beautyand fashion clients includeWrangler and Riders jeans, JustinBoots, Arena USA, SKINS,Gemesis Diamond Company,Lily of France and Vanity Fairlingerie, Speedo, Vidal Sassoon,Givenchy, Ferragamo, Bob

Mackie, Celine, Escada, LaPrairie, Joanna Mastroianni,That’s So Raven Fragrance andWrangler Fragrance for Men,Vincent Shoes, Dearfoams, DianaVincent Jewelers, Fossil, Swatch,Monet, Marithe & FrancoisGirbaud, Kasper A.S.L suits andsportswear, Susan Gail handbagsand Joe Boxer.

In addition to its portfolio ofbeauty and fashion clients, FWVworks with many of the world’sleading consumer lifestylebrands, including FretlightGuitar, Bassett Furniture, theInternational GemologicalInstitute and spirits companyHood River Distillers (PendletonWhisky, 1910 Rye Whisky, YaziGinger Vodka, Broker’s Gin andSinFire Cinnamon Whisky). Theagency’s fully integrated creativeand digital team provides award-winning advertising, graphicdesign and digital and socialmedia services for a wide rangeof clients.

HUNTER PUBLICRELATIONS

41 Madison Avenue, 5th FloorNew York, NY 10010-2202212/[email protected]

Grace Leong, Jason Winocour,Jonathan Lyon, Erin Hanson,Mark Newman, Donetta Allenand Gigi Russo, Partners

Hunter Public Relations is acertified woman owned, top-ranked marketing communica-tions firm specializing in con-sumer and lifestyle public rela-tions. Revitalizing maturebrands, creating buzz for newproducts and building awarenessamong key influencer groupsand celebrities are among thefirm’s specific areas of expert-ise.

Independently owned andoperated for 24 years, the 90-person firm offers strategic mar-keting PR services includingcreative ideation and brain-storming facilitation, traditionaland social media relations, spe-cial event production, productintroductions, anniversaries,consumer contests, local marketevents, spokesperson tours andcrisis counseling on behalf ofsome of America’s most belovedand best known brands. Clientshave included Johnson &Johnson, McNeil ConsumerHealthcare, L’Occitane (Melvita

U.S. launch), Dana ClassicFragrances, Alberto-Culver,Church & Dwight, and the NewYork City Clothing Bank.

JANINE GORDONASSOCIATES

11 East 26th Street, 19th floorNew York NY 10010212/[email protected]

Janine Gordon, President &CEOAlvin Schechter, Chairman andDirector of BrandingLauren Banyar Reich, VicePresidentChristie High, DirectorJohn Donofrio, CFO

Established in 1993 by JanineGordon, formerly founder andCEO of Saatchi & SaatchiPublic Relations, JGA is a con-sumer lifestyle New York City-based PR boutique with lots ofsophistication, know-how andenergy. Chairman AlvinSchechter, formerly CEO ofInterbrand, brings world-classbranding skills to JGA clients.

Our work for clients likeKiehl’s Since 1851, BareEscentuals, Make Up For Everand CARGO Cosmetics hashelped build those brands andexpand their engagement withtarget audiences. We are expertin the full range of digital andtraditional communicationstools. Our goal is to delivershrewd brand strategy, high pro-file media coverage, A-listevents, compelling celebrityendorsements, social mediacontent with viral appeal andhigh-impact strategic alliances— always within the context ofa fully integrated marketingstrategy.

We are known for big ideasand flawless execution. We areespecially focused on luxuryproducts. We understand thechallenges of promoting intent-to-purchase among high networth individuals. As long-term publicists for the annualAmerican Express Publishing-Harrison Group Survey ofAffluence & Wealth in America,we are privy to the most up-to-date intelligence on what drivesthe behavior of the well-to-do. If you want to expand yourbrand’s connections to the afflu-ent or the aspirational, start byvisiting our website (www.jgor-donassociates.com).



FRENCH/WEST/VAUGHAN0Continued from page 19

Janine Gordon Associates health and beauty specialists ChristieHigh, Director, Jade Moore, Senior Account Executive, and LaurenBanyar Reich, Vice President, at a new product training session forclient Kiehl’s Since 1851.

Through an insight-driven campaign, Hunter PR helped positionZYRTEC® as the allergy brand that understands the impact of allergysymptoms on a woman’s appearance. Helping the target consumerfeel and look great despite allergies, the makers of ZYRTEC® creat-ed the first-ever ALLERGY FACE™ Beauty Counter at a place whereallergies and beauty intersect — the Macy’s Flower Show.Providing beauty tips and makeovers to media and consumers,ZYRTEC® helped allergy sufferers tackle beauty challenges likewatery eyes and a red nose during the spring allergy season.


KAPLOW

19 West 44th Street, 6th FloorNew York, NY 10036212/[email protected]

Liz Kaplow, President and CEO

Kaplow is an independent,award-winning public relationsfirm that helps best-in-class compa-nies tell their stories and changeconversations.

For more than two decades, thefirm has cultivated brand identitiesand reputations that nurture happy,loyal consumers. Kaplow’s holisticcommunications programs leveragethe best of traditional media rela-tions and digital/social campaignsto ensure that our clients’ brands arefront and center with their targetconsumers and the influencers whomatter the most.

This year, Kaplow added ConairCorporation and Kayser-Roth’s Nononsense brand to its diverse port-folio of consumer lifestyle, fashionand beauty, and retail brands.Kaplow also helped existing clientGurwitch (Laura Mercier andRéVive) launch a new global beau-ty brand, Nyakio. Other beauty andfashion clients include Avon mark& Avon Foundation, Unilever(Nexxus & St. Ives), Shiseido,CVS/pharmacy Beauty, Timex andCEW.

With its world class media rela-tions team, and in-house socialmedia, content creation and videoproduction divisions, Kaplow existsfor a singular reason: to create emo-tional connections between brandand consumer.

MARKETINGMAVEN

135 W. 29th Street, Suite 302New York, NY 10001212/[email protected] www.marketingmavenpr.com

Lindsey Carnett, CEO & [email protected] Rarick, [email protected] Rucker, VP of [email protected]

At Marketing Maven, webelieve beauty is in the eye of theconsumer. As a results-driven inte-grated marketing and communica-tions firm specializing in earningnational media exposure for clients,we create strong relationships with

celebrities and nationally recog-nized make-up artists and stylists toearn editorial coverage. We prideourselves on our sales-focused andengagement-driven tactics thathave proven to increase revenueand develop customer loyalty forour beauty and fashion clients.

Our clients value the social acti-vation and media outreach strate-gies we implement alongsidebranded marketing collateral andcoordination at red-carpet events,which set our clients apart as indus-try trend-setters. Marketing Mavenalso maintains close ties with fash-ion, beauty and lifestyle editors atmajor publications and televisionproducers on a national level.

With expertise in creating inno-vative communications solutions,we represent a wide array of clientsin the beauty and fashion industryincluding major fashion competi-tions, pageants, luxury beautyproducts from hair care to skincare, and designer brand clothing.

M BOOTH

300 Park Avenue SouthNew York, NY 10010212/481-7000Fax: 212/481-9440www.mbooth.com

Jennifer Teitler, Senior VicePresident/Director, [email protected] Swartz, Senior VicePresident/Director, [email protected]

M Booth is a global communica-tions agency that shapes opinion,enhances reputation and drivesbusiness results for some of themost iconic beauty, personal careand fashion brands. Our expertiseincludes brand building campaigns,strategic partnerships, new productlaunches, influencer outreach, fash-ion show and event production,asset creation, digital and socialmedia management and ongoingmedia relations. Some examples —to contemporize the Vaseline brand,we created limited-edition bejew-eled lip therapy minis that becamethe must-have holiday beauty item.For Lands’ End Canvas, we turnedthe concept of a pop-up shop on itshead and partnered with influentialbloggers to create the first-ever“blog-up shop” series generating anincrease in new customer traffic. AsAOR for jcpenney for six years, wegenerated 24 billion media impres-sions, including 200 national broad-cast placements in one year alone,helping enhance perceptions of thebrand as a fashion-forward retailer.Other brands the agency has repre-

sented include Aerosoles,Maidenform, BHLDN, Red DoorSpas, and Alberto Culver.

PIERCE MATTIECOMMUNICATIONS

62 West 45th Street, 3rd FloorNew York, NY 10036212/[email protected]

Joshua Blaylock, Director ofBusiness Development

Pierce Mattie Communicationsremains the industry leader in pub-lic relations for beauty, fashion andlifestyle consumer brands. It is theonly PR agency with a modularevent space for the press located inTimes Square that features a fash-ion showroom, spa/treatmentroom, multimedia capabilities andlounge. At Pierce MattieCommunications our team is inno-vative, client-focused and has solidrelationships in the editorial worldof New York. Pierce MattieCommunications has a proventrack record of collaborating withits client partners to deliver consis-tent outstanding results.

ROGERS & COWAN

8687 Melrose Ave., 7th FloorLos Angeles, CA 90069310/854-8117Fax: 310/[email protected]

Fran Curtis, Executive VicePresident (New York)Maggie Gallant, Executive VicePresident (New York)Valerie Zucker, Senior VicePresident (Miami)

Rogers & Cowan treats each oneof its Fashion and Beauty brands asa celebrity — because every brandhas a distinct personality that sets itapart. With many of the top brandsin Fashion and Beauty under ourbanner, we were among the veryfirst PR agencies to leverage theexplosive marketing power of fash-ion and celebrity.

The agency is located in NewYork, Los Angeles and Miami,some of the largest fashion capitalsin the world. We offer extensiveexpertise in the fashion, beauty and


ADVERTISING SECTION 3 SEPTEMBER 2013 3 WWW.ODWYERPR.COM 21

Marketing Maven CEO Lindsey Carnett (right) with AccountExecutive Elizabeth Maxim (left) and Hispanic Media Manager MariEscamilla.

The Today show features limited-edition bejeweled Vaseline LipTherapy Minis as a must-have Valentine's Day item. Vaseline is anM Booth client.

0Continued on page 22


luxury categories providing public-ity and marketing campaigns, socialmedia strategies, special event sup-port, celebrity/influencer seeding,promotions and product placement.Our commitment is illustrated inthe work we do in promotingmen’s, women’s and children’sapparel, eyewear, handbags, shoes,jewelry, timepieces, beauty/skin-care products, hair care, celebritybrands, designers and fashion-relat-ed events.

Through its Film Fashion brand,Rogers & Cowan is the only PRagency with a specialized unitfocused on matching fashion andaccessory brands with prominentcelebrities for red carpet appear-ances, securing editorial placementsand coordinating product place-ment.

Clients have included RosiePope Maternity, Lancome, EsteeLauder Companies, Glo Science,Kate Walsh Boyfriend Fragrances,Lea Black Beauty, PRAI Beauty,Kohl’s Jennifer Lopez and MarcAnthony collections, Avon Voices,Pastry by Angela and VanessaSimmons, TW Steel, Swarovski,Sunglass Hut, Ray-Ban, Clinique,Coty’s Beyoncé Pulse and DavidBeckham Fragrances, Origins EarthMonth Concert and Glamour ReelMoments.

RUDER FINN, INC.

301 East 57th StreetNew York, NY 10022212/593-6400Fax: 212/593-6397www.ruderfinn.com

Kathy Bloomgarden, CEO Rachel Spielman, Global Headof Corporate CommunicationsJean-Michel Dumont, Chairman,Ruder Finn AsiaElan Shou, Managing DirectorChina & Senior VP, Ruder Finn Asia

As one of the largest independentglobal communications agencies,Ruder Finn is dual-headquartered inNew York and Beijing with on-the-ground presence in Boston, SanFrancisco, Washington, D.C.,London, Brussels, Shanghai, HongKong, Guangzhou, Singapore,Bangalore, Mumbai, and NewDelhi. Our deep understanding ofthe global market — including theU.S., Europe, and China — gives usa strong perspective on fashion,style, luxury and changing con-sumer perspectives. We are unique-ly positioned to provide clients with

global perspective, insights andresources, yet small enough to bringthe exceptional client service andcreative edge of a boutique agency.

Ruder Finn works with theworld’s leading luxury brands infashion, lifestyle and beauty tobuild corporate reputation andenhance brand awareness and visi-bility through integrated communi-cations programs in markets acrossthe globe.

Ruder Finn’s expertise lies inhelping luxury brands enhance theirpositioning in a competitive marketas well as connect with and gainunderstanding of their customers.Ruder Finn works with luxuryclients on corporate reputation,brand awareness, stakeholder map-ping, global media relations, con-sumer relations management, eventmanagement, marketing communi-cations, corporate social responsi-bility, thought leadership, onlineengagement and community build-ing to establish consistent brandcommunications and build aware-ness with consumers, thought lead-ers, journalists and other key stake-holders.

TRUTH BE TOLD,INC.

183 Madison Ave., Suite 1201New York, NY 10016212/477-8090 Fax: 212/213-4482 [email protected]

9350 Wilshire Blvd., Suite 324Beverly Hills, CA 90212310/550-7200Fax: 310/550-7240

Stacy Kaplan and AmandaSchuon, Founders

Truth Be Told, Inc. is a premierpublic relations, brand develop-ment, event management, andentertainment agency with officesin New York and Los Angeles.Founders Stacy Kaplan andAmanda Schuon are perfectly con-trasting and complementary in theirapproach to clients, demonstratedby the partnership they haveforged.

Founded in 2002, Truth Be Toldis known for their professionalism,integrated, strategic and creativeprogramming. Truth Be Toldfocuses primarily on luxurylifestyle brands including: fashionand accessories, wine and spirits,publishing, youth and baby, travel,hotels, hospitality, entertainment/celebrity, cultural institutions andbeauty.

On behalf of their fashion andaccessories clients, Truth Be Told

maintains relationships with keyfashion stylists who pull items thatappear on red carpets and in fash-ion editorials, garnering worldwideexposure for the brands.

With sound judgment and com-mon sense, this boutique firm pro-vides small agency service with bigagency reach. Senior levelinvolvement at every stage of pro-gramming, allows Truth Be Told toprovide big-picture branding thatgoes well beyond traditional publicrelations.

Service offerings include:media relations, celebrity relations,brand building events, social mediautilization, product launches, inte-grated marketing concepts, corpo-rate identity and cause-related pro-gramming.

WEBER SHANDWICK

919 Third Avenue New York, NY 10022212/445-8000www.webershandwick.com

Karen Pugliese, Executive VicePresident, Consumer [email protected] Hersly, Senior VicePresident, Beauty & [email protected] Murphy, Chief BusinessDevelopment [email protected]

Weber Shandwick offers astrategic and innovative approachto beauty and fashion — one thatcontinues to evolve in real-timewith today’s fast-paced PR andsocial landscape. With decades ofbeauty, fashion and lifestyle experi-ence, our global team of experts arewell versed in the latest industrytrends and tools necessary to cutthrough the clutter of competitiveand dynamic markets. We repre-sent leading brands in the industry— from skin care and hair care todepartment store apparel and inti-mate wear — and have broughtmajor industry innovations to mar-ket for our clients.

Expertise includes influencerengagement, brand building, prod-uct launches, social media strategy,content creation & management,editor and blogger events, celebrityspokesperson acquisition & talentpartnerships, event and fashionshow planning, grassroots market-ing, multi-cultural engagement,branded entertainment includingintegration and sponsorships,celebrity and influencer seeding,retailer support, cause marketingand issues management.

Weber Shandwick prides itselfon its relationship-built network of

top beauty and fashion influencers,including social media mavens,magazine directors, TV producers,top bloggers, celebrity stylists,make-up artists and Hollywood A-listers. These relationships areparamount in producing award-winning results for clients. Frommagazine pages and nationalbroadcast to the most influentialblogs and web sites, WeberShandwick executes memorablebeauty and fashion campaigns thatgarner attention and incite actionby the brand’s key stakeholders.

ZING USA

230 Fifth Avenue, Suite 704New York, NY 10001 212/633-6301 www.zingusa.com

Robert McEwen, President & [email protected] Stephanie Channell, Sr. [email protected] Taylor, Sr. Account [email protected]

Zing represents beauty and fash-ion clients in the U.S., U.K., andAustralia, building their brands byconsistently winning editorialexposure for their apparel,swimwear, cosmetics, and bath &body products in the world’s lead-ing beauty, fashion, lifestyle andentertainment publications.

In 2012, Zing was honored withan American Business Awardhonor in the “Best New ProductLaunch Event” for the introductionof Katy Perry Lashes by Eylure, awell-orchestrated appearance bythe pop star before hundreds of herfans who were able to try on thenew lashes at a nearby ‘pop-up’salon.

With offices in New York Cityand Los Angeles, two of theworld’s leading beauty and fashioncapitals, we are well positioned tohelp lifestyle companies engagetheir key stakeholder audiences.

Our core competencies includeprint, broadcast and online mediarelations, celebrity spokespersoncampaigns, boutique distribution,event management (many duringFashion Week) experiential mar-keting, product launches and pro-motions, social media optimiza-tion, and cause-related marketing.

Current or recent clients includeChurch & Dwight (Batiste),Original Additions (Eylure,Elegant Touch), Seafolly, Mi Ola,Hips & Curves, W3LL People,WISH, Pure Fiji, RevisionSkincare, Jan Marini SkinResearch, Hills, Tara Smith andIsoki. £



ROGERS & COWAN0Continued from page 21


O’DWYER’S RANKINGSTOP BEAUTY & FASHION PR FIRMS

© Copyright 2013 The J.R. O'Dwyer Co.

1.2.3.4.5.6.7.8.9.10.11.12.13.14.15.16.17.18.19.20.21.22.23.24.25.

Edelman New York

Ruder Finn New York

Kaplow New York

French | West | Vaughan Raleigh

5W Public Relations New York

Coyne PR Parsippany, NJ

energi PR Montréal

Finn Partners New York

Zeno Group Chicago

O’Malley Hansen Comms. Chicago

Linhart PR Denver

Allison+Partners San Francisco

LaunchSquad San Francisco

Beehive PR St. Paul

Hunter PR New York

Hirons & Company Indianapolis

Rosica Communications Paramus, NJ

Hope-Beckham Atlanta

TransMedia Group Boca Raton, FL

Padilla Speer Beardsley Minneapolis

Stuntman New York

Maccabee Minneapolis

CJ Public Relations Farmington, CT

Marketing Maven Camarillo, CA

Schneider Associates Boston

$12,143,457

7,364,777

6,000,000

3,961,223

3,400,000

1,481,000

1,011,639

801,517

597,800

590,000

553,140

500,000

481,150

254,468

222,200

180,000

129,750

125,000

110,000

75,017

61,298

55,537

51,093

49,000

24,408

Firm Net Fees (2012)



OPINION Professional Development

Whether you think the practiceof PR is dead, dying or justplain dormant, even you have

got to agree that attracting client publici-ty is still what PR people get paid for.

And if you — like me — believe ingetting paid for what you do, then you

need to know howone goes aboutattracting “publici-ty.”

The answer, ofcourse, lies in themost traditional ofPR skills, pitching;that is, interesting athird-party reporterin what your clientis selling.

What’s that yousay — that “ownedmedia” now rivals“earned media” forcredibility?

Nah.Think about it: even semi-conscious

consumers will distrust your ownFacebook musings or Twitter postingsalmost as much as they’re dubious ofyour advertising. It’s just common sensethat people will be more skeptical ofcommunication you pay for than theywill communication over which you

have no control.So knowing the “do’s” and “don’t’s” of

pitching the media — including bloggersand other denizens of the web — isobligatory for public relations knowl-edge. So here they are:

First, the Don’t’s.• Don’t boreReporters/editors/bloggers receive

scores of pitches every day. Most aremind-numbingly tedious. Those gettrashed in a nanosecond. So, you need tomake yours stand out in scintillatingfashion.• Don’t pitch the wrong pitcheeThe number one complaint that

reporters have of PR people is, “He obvi-ously has no idea what I cover.” So, asmart pitcher will know precisely who heor she is pitching to and what, specifical-ly, they are most interested in reporting.• Don’t hyperbolizeIf your pitch sounds like it was written

by Donald Trump, i.e. “the best, mostexciting, most unique and revolutionary,cutting edge product in the history ofmankind,” it will be deep-sixed fasterthan you can say, “comb over.”Reporters want facts, not hyperbole.Give it to them straight.• Don’t be an annoying tweeterSome PR pitchers use Twitter to let

reporters know that “I just sent you anemail” and “Any response to my email”and “Curious what you thought of myemail” and, well, you get the point.Twitter isn’t there to abuse reporters. Ifthey ain’t interested in what you’repitching, move on.• Don’t get a reputation as a “junk”pitcher

No, we’re not talking about the “junk”that Anthony Weiner was pitching. We’retalking about pitching stories that haveno earthly chance of getting used.Reporters are busy and will quickly growtired of and remember one who bothersthem with material they will never, everuse.

Now, the Do’s.• Do research the targetIn other words, know who you are

pitching. Read what they write in thepaper or report on the air or record intheir blog. The more familiar you arewith the target of your pitching, the morelikely your pitch will resonate. So go toschool on the reporter you’re after.• Do personalize.One positive mention in an objective,

indifferent, third-party media source isworth a lot more than a paid ad or yourown Facebook posting. So pitchesshouldn’t be randomly distributed —although most are. Rather, they shouldbe directed, personally, to one particularreporter and tailored to his or her inter-ests.• Do make it differentThis is the converse of the Don’t about

“boring.” Your pitch must stand out fromthe rest. Simply saying the product orservice you’re pitching is “unique”won’t convince anyone. You mustdemonstrate that this time, it’s different.• Do localizeReporters report locally, so they prefer

local news. If you’re pitching from out-of-town, you’ve got a built-in problem.But if you’re local and pitching a localproduct or service, you’re ahead of thegame. Similarly, pitching a “timely”topic that is currently in the news isanother positive pitching “Do.”• Do use celebritiesDoes anybody really care if Kim

Kardashian or Ryan Seacrest or Beyonceis involved with your product? Sadly,yes.

Celebrities, like it or not, sell. So if youcan tie a celebrity to your pitch, do so.• Do cite conflictWhat also sells is “conflict.”Good journalism, good reporting, good

story-telling are all about disagreement,controversy, conflict. Reporters abhor,“win/win” pitches. But they adore pitch-es that highlight the other side of anexisting squabble; the more conflictful,the better.• Do persistIn PR pitching, the bulldog gets the

meat. A pitcher who gives up at an unan-swered email isn’t much of a pitcher. Inpitching, persistence pays.

A good pitcher will call back areporter, looking for an up or downanswer. More often than not, a reason-able reporter confronted by a reasonablepitch will be courteous enough torespond one way or the other to a properyet persistent pitcher.• Do answer the two critical Q’sFinally, a good pitcher won’t pitch at

all unless he or she has satisfactorilyanswered the two critical questions:

1. Who cares?2. What’s new?If the answers to these questions are

“no” and “nothing,” a good pitcher, con-cerned about building a trusting relation-ship with a journalist, will wait foranother day. £

Fraser P. Seitel hasbeen a communicationsconsultant, author andteacher for 30 years.He is the author of thePrentice-Hall text, ThePractice of PublicRelations.

Perfecting the perfect pitchBy Fraser Seitel

WPP has acquired a minority stake in Austin-based Mutual Mobile, a mobile product develop-ment company that generated revenues of morethan $25 million last year.

Mutual has 320 mobile specialists in Texas andHyderabad, India. The company counts Google,Oracle, Citigroup, Samsung, Del Monte, Xerox andPearson among clients.

WPP Digital chief Mark Reed sees Mutual as akey addition as more people access the Internet viamobile devices.

He says WPP’s clients need specialist mobileskills to complement their existing digital activities.

WPP’s digital revenues topped $5 billion in 2012,which represented 33% of total revenues of $16.5billion revenues.

CEO Martin Sorrell wants digital and new mediato account for 40-45% of overall revenues in fiveyears.

WPP Digital units include Rockfish, Blue StateDigital, POSSIBLE, Acceleration, Salmon andHogarth.

WPP BUYS PIECE OF MUTUAL MOBILE

PR News Briefs


Part one of this column was anintroduction to prosperity plan-ning. Part two discusses some

specific areas that must be addressed.The number one item on your list is toreach a target profitability of 25% ormore. If you are at the 25% mark, make

your target 35%. Planning and

budgeting is key.You must set goalsand have a vision ofwhere you want toend up.

Tony Robbinsonce said it is cru-cial to write downyour goals. He saidif you don’t knowwhere you aregoing, how will youknow when you getthere?

How to guarantee low profitabilityLow profitability is a direct result of

not managing your engagements prop-erly or knowing how to price an engage-ment. Either of these can result inalways operating in crisis mode (Ibelieve crisis mode tops lack of knowl-edge).

Fear of losing a client is next. Fearleads to over servicing in my view. If itis not fear, please write back to me andlet me know why you over service atyour agency. If enough of you do this, Iwill publish the results.

Think about the last time you hired acontractor to work on your home. Youcame to a price and the contractor start-ed work. An unforeseen event arose thatrequired the contractor to make achange or do the job differently or youwanted a plan modification. Did thecontractor over service you? Or did youlearn the two words “Change Order?”

I find smaller (less than $2.0 million)agencies generally have lower prof-itability for the reasons mentionedabove. When I meet an agency thatseems to have profitability issues, I lookat three basics factors (similar to a doc-tor performing a basic examination).

The first test is the revenue per profes-sional test. I generally multiply the totalfull time professionals by $200,000. Iwould expect to see a $2.0 millionagency have ten professionals. You can

use $175,000 if you like. We are stillplaying in the same ball park (See myprior column on this subject)!

The next test is to divide revenue bybillable hours. Smaller agencies arehard pressed to tell me how many bill-able hours are generated. I usually useon average 1,500 hours per professionalor some other number that agency man-agement feels is appropriate.

In the example just mentioned, Iwould like to see an average billing rateof $185. If this is the case, the revenuefor the agency should be $2.7 millionnot $2.0. The problem comes into playwhen the number is $85 per hour. I willtell you all, this result is not uncommon.

Labor costs is next on the list.According to the SGP best practicesreport, this percentage should be in the55% range on average or lower.

It has been my experience that agen-cies with cash flow and profitabilityissues benchmark at 70% to 80%.Again, according to the SGP bench-marking report, operating expenses andoverhead average about 26%.Therefore, if labor is 70% and operatingcosts are 26%, the result is poor prof-itability, and stress. Again, the culpritscan usually be traced back to pooraccount management and/or over serv-icing.

The Al Croft keys to profitabilityAs many of you know, we recently lost

one of the best PR agency consultantsand the publisher of ManagementStrategies for Public Relations Firms, AlCroft. A real loss to the PR profession!

Some of his “keys” are:Positioning. Assuming you have or

will develop a business plan, considerdeveloping a marketing niche or strate-gic position for your agency. Describewhat your agency is; what you want tobe; the kind of clients you want; andwhat markets you currently serve andthose that offer opportunities.

Analyze current capabilities and thoseyou will need to move into new markets.Delineate strengths and corporate cul-ture, the things that make your agencyunique and memorable. Explore stepsyou can take to ensure that clients andprospects perceive your agency is in stepwith reality. Sounds like some TonyRobbins advice?Productivity. A problem often experi-

enced by small and mid-sized firms is

low productivity (see above). This isusually a result of a lower than 85% staffutilization. High productivity (not overservicing) depends on attracting andmaintaining excellent staff that havehigh values and morals, and an environ-ment that motivates staff by buildingintellectual capital.Money alone will not do it. Cash is

the goal at the end of the day. However,you cannot get it without great staff.Staff is one of your most important, ifnot the most important, assets you have.If you cannot build your staff’s intellec-tual capital, they will move on! Youremployees need to be recognized forsuccess and should be proud. They needto develop a strong sense of their ownself-worth.

It is agency management’s responsibil-ity to educate employees about theagency’s work load and to train them tobalance and manage their own produc-tivity by getting help in handling peakloads or asking for additional workwhen their own load is about to drop off.

A high level of staff interdependence isessential to overall high productivity.Allow staff members that are not busy towork on other projects. In this case, donot worry about the hours they willspend. The projects may be completedahead of schedule which is great forclient expectations.

You may just increase staff intellectualcapital by doing this that has the poten-tial to increase your bottom line. £

Managing for prosperity in 2014 and beyond (part two)By Richard Goldstein

Richard Goldsteinis a partner atBuchbinder Tunick &Company LLP, NewYork, Certified PublicAccountants.

Financial Management


Kohl’s, the “value-oriented” department storechain, has selected Weber Shandwick to handleits PR following a review.

Cramer-Krasselt and BWR have worked forprojects for the Memomonee Falls, Wis.-basedchain of more than 1,100 units.

Weber’s sister agency, McCann-Erickson, doesadvertising for Kohl’s.

Kohl’s reported flat first-quarter revenues of$4.2 billion. It blamed a slump in sales in “weath-er-sensitive” markets among reasons for the per-formance. Net was off four percent to $147 mil-lion.

CEO Kevin Mansell will report second-quarterfinancial results next week. Revenues are expect-ed to grow from one to three percent.

WEBER SHANDWICK SHOPS AT KOHL’S

PR Services Briefs



OPINION Opinion

As the Anthony Weiner campaigntrudges along — leaking vital flu-ids like a soldier in Napoleon’s

army at the Russianfront — some impor-tant lessons (and eter-nal verities) areemerging. They don’tall have to do withcommunication, butcertainly have a lot todo with effective PR.Here are five lessonswe can learn from theWeiner campaignthus far:Fix yourself first.

Whether it’s narcis-sism, addiction, sexu-al compulsion, orsimply an unlikable

trait that can be corrected, fix it beforepresenting yourself as a candidate. We’reall human, but the higher the office, the

greater the scrutiny. That’s why EliotSpitzer chose to run for Comptroller ofNew York City, an obscure but importantoffice that will put him back on the pathto public service and political rehabilita-tion.Don’t use surrogates.You are the can-

didate. Not your wife, your campaignadvisor, or your media consultant. Standup there and show you can take the flak.Being mayor of the most important city inthe world is no walk in the park, and ifyou should win, people aren’t going towant to hear from your aides. They wantYOU. Don’t whine about media coverage

(an eternal verity). Weiner was on TVAugust 13 whining about how the mediaonly want to cover negative stuff. Bethankful you have any coverage at all,instead of just stand-ups and B-roll. Andfor God’s sake, don’t start in about “styleover substance,” especially when youdon’t have much substance yourself.Be humble (eternal verity deux).

When you’ve been slapped down butgiven another chance to show you’ve

changed, be humble. Show you can con-trol your emotions and listen to peoplewithout calling them names like “grand-pa” or making fun of their foreignaccents. After all, New York is a city ofimmigrants, and you’re not exactlydescended from Peter Stuyvesant.Offer a plan, not just yourself. When

you are obviously a flawed character, youneed to make the campaign about issuesthat matter, not just about you. Yes, themedia want to ignore that, but if you keeptalking about issues they will have nochoice except to listen and report.

What can you do to make things better,or simply continue them as they are?What is being overlooked? Hunger, vac-cinations, hurricane victims, storm pre-paredness in general? There must be aleast a dozen issues from which tochoose. Pick three and stay with themuntil the bitter end.

Nothing can save Anthony Weiner’scampaign, but if you are ever advisingsomeone trying to make a comeback, itmight serve you well to remember theselessons. £

Five PR lessons from Weiner’s imploding campaignBy Bill Huey

Every few years, the world of tech-nology gets rocked by the release ofnew home video gaming consoles.

Though the technology that supportsthese games improves every year, newconsoles, such as the PlayStation,

Nintendo, and Xboxsystems, are expect-ed to take majorleaps forward with anew version, mean-ing that a goodamount of time pass-es between releases.

The industry hasbecome reactive toitself, meaning that,since most of thetechnology beingused is widelyavailable, all thegaming consolecompanies tend to

release their new products in the sameyear.

This is true in 2013, when we will allsee the release of the PlayStation 4 and

the Xbox One, both of which have beenteased and talked about for over ayear. Though the releases will be clos-er to the Christmas holiday season,large conferences and conventions thatserve as staging areas for gaming com-panies have shown us most of what wecan expect from the new system, and asfar as the media and most fans are con-cerned, Xbox has been gettingdestroyed in the public relations warbetween Microsoft and Sony.

Microsoft’s public overreachIn a very public display at the Xbox

One’s initial reveal in May 2013, withoutknowing what their competition wasplanning, Microsoft rolled out a slew ofnew features for the Xbox, including thefact the audio and visual input for theXbox Kinect would always be on, andthe system would, once per day, have toconnect to Xbox live and verify thelicensing of all games.

This angered many fans, raising fearsthat it would do away with used games,and that their console would be spyingon them 24/7. Unable to respond ade-quately to simple questions, Microsoftwas buried under the bad press.

Sony’s solution? Highlight all theways their system would not do any ofthe questionable things (most of whichhave been removed from the Xbox One)that fans and critics hated about theircompetitor’s system.

Slow reactionMicrosoft was slow to react to the

clamor of their fans and critics, and assuch, both were unable to answer con-cerns and unable to roll back unpopularideas in a timely fashion. This resultedin Sony getting the media edge and usingit to bludgeon Microsoft at every pressopportunity.

OverpricingKnowing that interest in their console

was already waning, Microsoft still pro-ceeded with announcing an exorbitantprice for their console without knowingthat Sony would be charging $100less. An attempt at spinning the pricedifference as paying more for greatervalue failed, since both products hadalready been demonstrated, and the dif-ferences were not apparent to the public.

Unless a major PR shift happens soon,the holiday season will be much merrierfor Sony than for Microsoft. £

Reasons why Sony is beating Microsoft in PRBy Ronn Torossian

Bill Huey is Presidentof Strategic Comms., acorporate communica-tions and marketingconsultancy. He isauthor of "CarbonMan," a novel aboutgreed.

Ronn Torossian isFounder of 5WPR,and is a finalist forPR Executive of theYear 2013 in theAmerican BusinessAwards.


Ruder Finn veteranSmirnoff to WS

Susan Smirnoff, the healthcare proand Ruder Finn veteran since1979, has joined Weber

Shandwick as Executive VP/SeniorCounsel.

In her career, Smirnoff promoted dis-ease awareness, business alliances, clin-ical treatmentrecruitment andRx to OTCswitches.

She co-led RFsU.S. healthcareand served asSenior Counselorto health and cor-porate teams.

Smirnoff isPresident and Trustee at CancerCare,which supports people with cancer.

Laura Schoen, President of GlobalHealthcare at WS, said Smirnoff’s “pas-sion for science and her commitment todelivering programs that impact patientoutcomes is a perfect match to our cul-ture.” £

California Gov PressSecretary joins Fenton

Gil Duran, who was PressSecretary for CaliforniaGovernor Jerry Brown, has

joined Fenton Communications’ SanFrancisco office as Senior VP-Media.

The former San Jose Mercury Newsreporter worked with Brown inSacramento since2011 and inOakland from2003-07 when theGovernor wasMayor.

Duran alsoworked for topGolden Statepoliticos, servinga sCommunicationsDirector for Sen. Dianne Feinstein,Press Secretary for former Los AngelesMayor Antonio Villaraigosa and SeniorAdvisor/Communications Director toAttorney General Kamala Harris, a ris-ing star in the Democratic party.

At Fenton, Duran will handle publicinterest work for the Robert WoodJohnson Foundation, Open Society

Institute, Blue Shield of CaliforniaFoundation, California Endowment andCalifornia Wellness Foundation. £

Edelman’s Fiddelkemoves to SC Johnson

Deb Fiddelke, Executive VP andEdelman’s PA practice head inChicago, is moving to SC Johnson

& Son next month to head upCommunications and PA duties.

The Racine, Wis.-headquartered con-sumer productscompany ownsbrands such asWindex, Glade,Pledge, Ziploc, Off!and ScrubbingBubbles.

It generated salesof more than $9 bil-lion during the pastyear.

Fiddelke joined Edelman in 2010.Earlier, she was Senior Manager,

International & Governmental Affairs forChicago 2016 Olympics Bid Committee;deputy/Special Assistant for LegislativeAffairs in the George Bush II WhiteHouse, congressional affairs liaison at theWhite House Council on EnvironmentalQuality and Senior Policy Advisor to for-mer Nebraska Republican Senator ChuckHagel, who currently holds the Secretaryof Defense position. £

Rasky, Ogilvy alummoves to Twitter

Nu Wexler, who was VP-PublicAffairs in the Washington officeof Rasky

Baerlein StrategicCommunications,has joined Twitter.

He will handlepublic policy andpolitical affairs atthe micro-blog-ging site.

At Rasky sinceMarch, Wexlerhandled Harvard Pilgrim Health Care,Mediacom Communications andAmerican Student Assistance.

He joined the shop after beingCommunications Director for SenatorRichard Blumenthal (D-CT).

Wexler also did a stint as Account

Director at Ogilvy Public RelationsWorldwide, working on non-profit, cor-porate and government accounts, andwas Communications Director atactivist group Wal-Mart Watch. £

R&C casts Zucker forsoutheast push

Rogers & Cowan has acquiredBoca Raton-based boutique firmZucker PR to push into south

Florida and the southeastern U.S.Valerie Zucker takes a Senior VP role

with R&C, heading a regional push forthe Los Angeles-based entertainmentPR firm, which also has operations in

New York andLondon.

She reports toR&C CEO TomTardio.

Zucker left realestate and luxurygoods PR firmThe AppleOrganization in2001 to set up her

own shop, which works with clientslike PRAI Beauty, Delray Marketplace,Mummies of the World, Rick CaseAutomotive Group, and American DogRescue on celebrity and events PRassignments.

She previously led PR for The SportsAuthority as the Florida-based retailergrew from a few dozen stores in the1990s.

R&C is owned by Interpublic. £

AbMac’s Franklin to FTIin San Francisco

John Franklin, Managing Directorfor Abernathy MacGregor Groupin San Francisco, has moved to

FTI Consulting’s strategic communica-tions unit to focus on the telecom,media and technology sectors.

Franklin, who specialized in integrat-ing PR, marketing and digital strategiesat AMG, handled HP, PepsiCo, CreditSuisse and Toyota.

He earlier spent eight years atRobinson Lerer & Montgomery, nowRLM Finsbury, on crisis assignmentsfor Northwest Airlines, Morgan Stanleyand Becton-Dickinson.

Franklin remains in San Francisco forFTI. £

Smirnoff

Duran

Fiddelke

Wexler

Zucker


People in PR



WASHINGTON REPORT

Protesters from the anti-fracking group No Dash for Gasblocked access to the London headquarters of BellPottinger Aug. 19 and hung a banner from the building as

part of a campaign against the firm and U.K. energy clientCuadrilla.

The group, which said its protesters super-glued themselvesto the PR firm’s glass door and used arm tubes to block accessat around 8 a.m., also played over a sound system a recordingof what they said was a Bell Pottinger staffer admitting its PRoffensive on fracking “sounds like utter f---ing b-llsh-t.” A bannerunfurled on the building read “Bell Pottinger Fracking Liars.”

“This morning we’re stopping their staff reaching their desksin the hope that for one day at least Bell Pottinger won’t be ableto mislead the British public about fracking,” said protester KerryFenton. “In truth it’s polluting, expensive and dangerous.”

Bell Pottinger acknowledged the protest but said its officesremained open and that police were dealing with the activists.The firm said the group was only playing part of the recording,which was originally released by Greenpeace in May.

Protesters also made their way to offices and a drilling site of Cuadrilla, which has begun exploratory drilling in WestSussex, U.K.

The actions came on the second day of a six-day campaignagainst fracking.

Earlier in Aug., Bahraini activists threatened PR firms work-ing on behalf of that country’s regime, a group that has includ-ed Bell Pottinger, Hill+Knowlton Strategies and QorvisCommunications, among others.

A U.K. environmental group targeted the headquarters ofEdelman in 2009 with a “naked protest” over the firm’s workfor coal power company EON. £

Protesters target Bell PottingerHQ over fracking

Interpublic’s Cassidy & Associates has inked a $120,000,one-year pact to represent Iraq’s Tajdeed Party, which is thepolitical organization of the country’s exiled former vice

president, Tariq Al-Hashimi.Tajdeed claims to be the voice of Iraq’s minority Sunni sect.

Al-Hashimi was charged in Dec. 2011 with running hit squadsto conduct terror attacks against officials in the Shitte-con-trolled government.

Iraq’s Kurdistan region, which is Sunni majority, refused toturn over Al-Hashimi, who has denied all charges, to the centralgovernment in Baghdad. He then traveled to Qatar, SaudiArabia and Turkey, which granted him residency.

According to Cassidy’s contract, the firm is to educate U.S.policymakers about the Tajdeed party’s priority issues andlong-term goals “on a limited but reasonable basis.” £

Cassidy fronts Iraqi opposition

Steven Kramer, who was Senior VP at the NationalAssociation of Home Builders’ Home Builders Institutearm, has moved to the National Restaurant Association’s

Educational Foundation, for the VP-Communications Slot.The NRAEF offers scholarships and runs program to develop

talent at the high school level on up for careers in the restau-rant/foodservice business, which has more than 13M peopleworking at about 1M establishments.

Rob Gifford, Executive VP-Philanthropic Initiatives forNRAEF, said communications plays a vital role in supportingthe organization’s mission.

He believes Kramer will be “a strong leader who can driveour messaging and awareness to new heights and help us reachnew milestones.”

Kramer has Big Agency experience gained via stints at WeberShandwick, Hill+Knowlton Strategies, Ketchum and Burson-Marsteller.

At the Builders’ group, he handled programming thatreceived more than $13 million in funding. £

NRAEF places order for KramerWashington, D.C.’s health insurance exchange hasawarded its communications account to WeberShandwick after a competitive pitch process.

The D.C. Health Benefit Exchange Authority, which hopes toserve as a model for state-run exchanges around the countryunder the Affordable Care Act, issued an RFP in June to planand execute its integrated communications and marketing effort

ahead of the Oct. 1 dead-line to start enrollment.

Eight firms pitched forthe account, said RichardSorian, director of commu-nications for the exchangeand former assistant secre-

tary for public affairs for the U.S. Dept. of Health and HumanServices during President Obama’s first term. He declined toprovide a budget for the work.

Sorian was a Chief Advisor to HHS Secretary KathleenSebelius, a key figure promoting the ACA.

Seventeen firms attended a pre-proposal conference in earlyJune, including PR shops GolinHarris, Hager Sharp,

Weber Shandwick checks inwith DC exchange

MSLGroup, Vanguard Communications, Barrington Associates,New Partners, and Campbell and Company, among others.

The Washington exchange is the latest in a series of PR assign-ments for Weber Shandwick under the Affordable Care Act. TheInterpublic-owned firm has worked with California, Maryland,Massachusetts and the federal government on insuranceexchange-related assignments. £



International PR News

On the day the Egyptian military stormed the camps of sup-porters of ousted President Mohamed Morsi and slaugh-tered 150 people (or 2,200, according to the Muslim

Brotherhood), Bahrain activists put western PR firms supportingthe King’s government on notice, threatening cyber-attacks ontheir websites.

In Bahrain in August, police fired teargas and birdshot to breakup demonstrators at 60 rallies agitating for democratic reform inthe kingdom.

As part of the Tammarrod (Rebellion) Bahrain umbrella coali-tion, Anonymous Operation Bahrain said “various websites of theregime and also of anyone who supports the regime” will facecyber-attacks. “This may include western PR firms who are paidto white wash the crimes of the dictator in Manama,” said AOB ina press release. “Our action will continue for however long theTammarrod Bahrain movement sustains the protests in thestreets.”

Bahrain Watch has published a list of PR firms that have repre-sented the government since the protests began in February 2011and were ultimately put down by the Saudi Arabian military. Thosefirms are Bell Pottinger, BGR Group, Big Tent Communications,Dragon Assocs., G3, Gardant Communications, Hill+KnowltonStrategies, Joe Trippi & Assocs., M&C Saatchi, New CenturyMedia, Potomac Square Group, Qorvis Communications, SanitasInternational and Sorini, Samet & Assocs. £

Bahrain PR firms put on notice

N igeria, a major oil supplier to the U.S., has hiredWashington, D.C.-based McBee Strategic Consultingto increase its media profile here.

Africa’s most populous country, Nigeria in August claimeda major victory in the long-running war with its Islamicinsurgency, reporting the death of the leader of the BokoHaram group.

Abubakar Shekau is said to have died after being mortallywounded during a shoot-out with Nigeria’s military. TheU.S. had a $7 million bounty on Shekau’s head. Half ofNigeria’s 160 million people are Muslims.

On behalf of Nigeria’s Washington embassy, McBee is togenerate the media messaging narrative, develop thoughtleadership opportunities, hike social media engagement andmonitor the media to educate and inform U.S. and non-gov-ernmental organizations about its policies.

McBee’s Eric Bovim, who merged his Gibraltar Assocs.with McBee last year, handles the work with John Procter, aGibraltar/DCI Group/Coalition Provisional Authorityspokesperson veteran and Christine Bald, a former memberof the State Dept.’s Iraq political desk.

Nigeria last year hired WPP’s Glover Park Group to a$30,000 a-month contract.

Omnicom’s Mercury Public Affairs unit scooped up a four-month $300,000 assignment in July. £

Nigeria takes McBee for media

Coyne Public Relations, LLC, New York, NY, registered August 7, 2013 for Hong Kong Tourism Board, North Point, Hong Kong, to execute acomprehensive PR program which includes press trips, press releases, pitches, promotional newletters, and social media outreach to targetedAmerican lifestyle media.

Cassidy & Associates, Inc., Washington, D.C., registered August 9, 2013 for Tajdeed Party, Anbar Province, Ramadi, Iraq, regarding limited butreasonable engagement with U.S. policy-makers to educate them regarding key priority issues impacting the Tajdeed Party and their long-term goalsin Iraq.

HL Group Partners, LLC, Washington, D.C., registered August 7, 2013 for National Moroccan Tourism Office, Agdal, Rabat, MA, for the designand execution of a PR campaign in the American market.

¸ NEW FOREIGN AGENTS REGISTRATION ACT FILINGSFARA News

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

G NEW LOBBYING DISCLOSURE ACT FILINGSBelow is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerkof the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying DisclosureAct of 1995. For a complete list of filings, visit www.senate.gov.

Lobbying News

Bockorny Group Inc., Washington, D.C., registered August 7, 2013 for 21st Century Fox, Washington, D.C., for issues relating to retransmis-sion consent; broadcast spectrum reclamation and incentive auctions; content regulation; combating online infringement and online piracy.

Shockey Scofield Solutions, LLC, Alexandria, VA registered August 19, 2013 for Safeway, Inc., Atlanta, GA, regarding funding for the NFAbranch of the ATF.

Holland & Knight LLP, Washington, D.C., registered August 14, 2013 for LifeCell Corporation, Bridgewater, NJ, regarding Medicare policies;support for H.R. 1984, the Breast Cancer Patient Act of 2013.

Capitol Tax Partners, LLP, Washington, D.C., registered August 14, 2013 for Alliance for American Manufacturing, Washington, D.C., regard-ing legislative services related to tax reform.

DS2 Group, LLC, Washington, D.C., registered August 17, 2013 for CVR Energy, Kansas City, MO, regarding renewable fuel standard.



Monument Optimization, Washington,DC. 202/904-5763. [email protected]; www.monumentoptimization.com. John Stewart, President.

While we specialize in search enginemarketing, we are more than just anSEO firm. We blend a variety of mar-keting tactics to maximize the effective-ness and return on investment ofsearch engine campaigns.

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Since every client’s situation isunique, we focus to understand theirspecific needs and create customizedsolutions that accomplish their goalsonline.

SEARCH ENGINE OPTIMIZATION MEDIA & SPEAKER TRAINING

Impact Communications, 11 Bristol Place,Wilton, CT 06897-1524. (203) 529-3047;cell: (917) 208-0720; fax: (203) 529-3048;[email protected]. Jon Rosen, President.

BE PREPARED! Impact Commun-ications trains your spokespeople tosuccessfully communicate criticalmessages to your targeted audi-ences during print, television, andradio news interviews. Your cus-tomized workshops are issue-drivenand role-play based. Videotaping/critiquing. Groups/privately. Face-to-face/telephone interviews/newsconferences. Private label seminarsfor public relations agencies. Make your next news interview

your best by calling Jon Rosen,Impact Communications. Over 30years of news media/trainingexpertise.

At Point, Inc., P.O. Box 361, Roseland, NJ07068. 973/324-0866; fax: 973/[email protected]; www.atpoint.com.Mick Gyure.

At Point provides the services ofdeveloping websites and managing theInternet operations of businesses, bothsmall and large, that do not have theexperience or the resources in-houseto perform these functions. Clients receive personalized and

high quality customer service, solu-tions that fit their budgets, and theassurance of At Point’s reliability.

PR Buyer’s Guide To be featured in the monthly Buyer’s Guide,Contact John O’Dwyer, [email protected]

WEBSITE DEVELOPMENT

PR JOBS - http://jobs.odwyerpr.comDirector, Public Relations

Sportsman Channel, the leader in outdoor TV forthe American Sportsman, is looking for a PublicRelations Director to oversee all public and mediarelations, effective immediately. Sportsman Channelis an innovative and quickly growing television net-work with leading social media and digital properties.The network, coupled with sister companyInterMedia Outdoors (IMO), a premier outdoors dig-ital and print publishing company, represent thelargest and most comprehensive outdoor mediaconglomerate in the outdoors’ space.

The PR Director is a full-time position based in NewYork City. The position will require some travel,including to the network’s Milwaukee headquarters,and be responsible for managing the department’sPublic Relations Manager based in Milwaukee.

Requirements:•Bachelor’s Degree required, preferably in communi-cations, PR or marketing•10-12 years of communications/PR experience;Cable/TV preferred

Qualified candidates should submit letter of interestwith salary expectations and resume in confidencevia email or fax. Please indicate the title of the posi-tion for which you are applying.

Judy Gilmore, [email protected]

Sportsman Channel is an Equal OpportunityEmployer. We offer a comprehensive benefitspackage.


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