THEPOLITICSBEHINDAMERICAʼS FOODLABELINGSYSTEM. PgDwyer's Magazine - Mar. 201… · alfalfa sprouts were linked to more than 90 cases of salmonella. ... resume postings. Marchmagazine:Layout

Communications & new media March 2011 I Vol. 25 No. 3

Rankings of top food &beverage PR firms.

Pg. 35Understanding the USDA’s

new dietary guidelines.

Pg. 12

M a r c h 2 0 1 1 | w w w . o d w y e r p r . c o m

WHAT’S STILL SAFE TO EAT?THE POLITICS BEHIND AMERICA̓SFOOD LABELING SYSTEM. Pg. 18

GLUTEN-FREE: SUSTAINABLEMARKET OR DIET FAD? Pg. 9

HOLD THE SALT: THE USDAʼSWAR ON SODIUM. Pg. 14

FOOD INDUSTRY REACTS TO“LETʼS MOVE” CAMPAIGN.Pg. 10

OʼDWYERʼS GUIDE TO FOOD &BEVERAGE PR FIRMSPg. 20

Marchmagazine:Layout 1 2/25/11 4:52 PM Page 1



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 mail-ing 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.

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

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

Vol. 25, No. 3March 2011

AADDVVEERRTTIISSEERRSS

10

18PPRROOFFIILLEESS OOFF FFOOOODD && BBEEVVEERRAAGGEE PPRR FFIIRRMMSS20

35WWAASSHHIINNGGTTOONN RREEPPOORRTT40

RRAANNKKIINNGGSS OOFF FFOOOODD && BBEEVVEERRAAGGEE PPRR FFIIRRMMSS

EEDDIITTOORRIIAALL CCAALLEENNDDAARR 22001111

Cover and insert photos by Michael O’Shea.

Fleishman-Hillard...............BACK COVERFoodMinds............................................13JSH&A...................................................19KEF..........................................................3Log-On..................................................29

M Booth and Associates..........................5NAPS...............................INSIDE COVEROmega..................................................31Pollock Communications.......................17Publicis Consultants USA........................7

Ruder Finn.............................................25Tufts University......................................11TV Access.............................................38

COLUMNS

PPRR BBUUYYEERR’’SS GGUUIIDDEE

PPRROOFFEESSSSIIOONNAALL DDEEVVEELLOOPPMMEENNTTFraser Seitel

FFIINNAANNCCIIAALL MMAANNAAGGEEMMEENNTTRichard Goldstein

GGUUEESSTT CCOOLLUUMMNNKevin Foley

PPEEOOPPLLEE IINN PPRR

3637383942

SSOOMMEE TTHHIINNGGSS NNEEVVEERR CCHHAANNGGEEIINN PPRRA list of 20 common office phenomena

that are likely to occur time and time again inthe PR industry.

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EEDDIITTOORRIIAALLFood safety becomes top U.S. concern. 6PPRR RREEVVEENNUUEESS,, PPRROOFFIITTSS RROOSSEEIINN 22001100PR agency holding companies andservice providers witnessed a noticeableeconomic rebound in the second half of2010.

8

GGLLUUTTEENN--FFRREEEE BBEECCOOMMEESSNNEEWWEESSTT FFOOOODD CCRRAAZZEEWhile many follow a gluten-freediet for allergenic or medical reasons, the“gluten-free“ lifestyle has recently becomea fad among diet-prone consumers.

9

FFIIRRSSTT LLAADDYY’’SS CCAAMMPPAAIIGGNN““MMOOVVEESS”” FFOOOODD IINNDDUUSSTTRRYYNow a year-old, Michelle Obama’s“Let’s Move” campaign has been a catalystin changing the nature of food marketing.

10

AANNAALLYYSSIISS,, RREEAACCTTIIOONNSS TTOONNEEWW DDIIEETTAARRYY GGUUIIDDEELLIINNEESSNutritionists and the food industryreact to the USDA’s new updates to dietaryguidelines for Americans, the first in fiveyears.

12

TTAACCOO BBEELLLL RREESSPPOONNDDSS TTOOLLAAWWSSUUIITTAfter being sued for allegations ofdeceiving the public on the contentof their beef, Taco Bell responds with anunexpected “thanks for suing us” campaign.

13

NNEEWW GGUUIIDDEELLIINNEESS RREEQQUUIIRREE““SSAALLTTYY”” PPRR MMEESSSSAAGGEESS New USDA guidelines have putsodium in the public crosshairs, requiringcompanies and brands to take proactivesteps to reduce salt content.

14

22..00 RREEPPUUTTAATTIIOONN MMAANNAAGGEEMMEENNTTIn an era of forced transparency,the need to help clients protect and main-tain their reputations is more importantthan ever.

15

TTHHEE PPOOLLIITTIICCSS BBEEHHIINNDD FFOOOODDLLAABBEELLIINNGG IINN TTHHEE UU..SS.. Confusion abounds for many

Americans regarding how are foods are labeled.The politics behind the U.S. food labelingmachine shows it’s just the tip of the iceberg.

18

NNEEWW EENNGGAAGGEEMMEENNTT TTAACCTTIICCSSFFOORR FFOOOODD CCOOMMMMUUNNIICCAATTIIOONNSSWhen it comes to attracting con-

sumers to your client’s restaurant, a one-waycommunications approach is no longer enough.

16

10

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Food for thought: In February, the GOP House approved its historic budget resolution,a whopping $61 billion federal savings package that slashes spending in virtually everydomestic program, from Planned Parenthood to the Corporation for Public

Broadcasting to the Environmental Protection Agency.Politics aside, it was the cuts to health and nutrition programs that seemed particularly cal-

lous, like cutting $760 million from the Special Supplemental Nutrition Program forWomen, Infants and Children (WIC), a program that supplies nutritional aid to the childrenof low-income parents. Get a heart, folks. Now on to the good news. Several important food-safety and food-labeling regulatory

overhauls from 2010 are finally becoming law. First, under President Obama’s healthcarelaw passed last year, Section 4205 requires major retail restaurants to clearly post caloriecontent information on their menus. The rules officially go into effect in March. This, cou-pled with the news of the “Nutrition Keys” labeling system that U.S. food and beveragemanufacturers hope will better illustrate front-of-package nutrition information (see fullstory on pg. 18), means 2011 will be a big year for food labeling.Arguably a bigger news item: Last December, during one of its last days in session, the

110th Congress managed to finally do something right when it passed a new food-safety bill,the Food Safety Modernization Act. Signed into law by President Obama in January, thenew law grants the FDA unprecedented authority in ensuring that our food remains safe. Notably, for the first time the FDA now has the authority to mandate product recalls —

instead of simply reacting to them after an outbreak occurs. This important distinctionincreases the responsibilities of food safety for our federal regulators, who can now work toprevent food contamination instead of simply responding to it.The new bill also gives the FDA the power to enforce preventive controls within food

facilities. Food plants and manufacturers must institute preventive controls, list potentialsafety hazards and enact steps to prevent them from happening. The bill also requires theFDA to increase inspections of both domestic and imported foreign foods, forcing all tomeet new, frequent accountability requirements.In total, the FDA will be responsible for more than 50 new regulations, guidance proce-

dures and periodic Congressional report duties. As such, it’s an oversight rehaul that won’tcome cheap. Total cost of implementing the new rules are expected to run $1.4 billion overthe next five years. It still isn’t clear how the agency will pay for such a massive overhaul.Members of agricultural appropriations committees — the very bodies that fund the FDA—have already begun aping their colleagues in the Republican House, threatening no newresources for the agency.Food safety has become a top concern for Americans. According to an annual food sur-

vey commissioned by Hunter Public Relations, each of the top three food stories voted byAmericans as the biggest food stories of 2010 involved food safety.The BP Oil spill’s impact on the regional seafood industry took the number-one slot.

According to the Hunter survey, it was also the first time in the survey’s eight-year historythat an environmental story was also top food story. Coming in at a close second was the August 2010 national outbreak of salmonella in eggs

distributed by Iowa egg producer Wright County Egg. The salmonella outbreak spread tonearly 380 million chicken eggs and sickened hundreds, leading to a national recall. The third biggest food story was the massive June recall of 35,000 pounds of beef as a

result of potential E. coli contamination at Southern California meat distributor South GateMeat Company. The U.S. Department of Agriculture — who initially discovered the con-tamination through microbiological sampling — later said that that no illnesses or deathswere reported as a result of the beef. While beef recalls used to be a rare occurrence, it’s now routine to see millions of pounds

of recalled meat on a yearly basis. Between November and December of last year alone,alfalfa sprouts were linked to more than 90 cases of salmonella. About 350 separate out-breaks of food borne illness now occur every year in the U.S. According to a January reportpublished in Emerging Infectious Diseases, this is responsible for an estimated 9.4 millionepisodes of food borne illness in the U.S. each year; about 3,000 Americans die from thisannually. Safety is the top food issue of the decade. It’s also a global issue: if there’s a food scare in

China it impacts pet food in the U.S.; Mad Cow outbreaks in the U.K. recently stymied mar-keting efforts by the American Beef Council. Like it or not, increased safety under the “biggovernment” umbrella of federal regulations is often the only way to protect us. �

— Jon Gingerich

MARCH 2011 �WWW.ODWYERPR.COM6

EDITORIAL

Food safety becomes top concern for Americans

EEDDIITTOORR--IINN--CCHHIIEEFFJack O’[email protected]

AASSSSOOCCIIAATTEE PPUUBBLLIISSHHEERRKevin [email protected]

EEDDIITTOORRJon [email protected]

SSEENNIIOORR EEDDIITTOORRGreg [email protected]

CCOONNTTRRIIBBUUTTIINNGG EEDDIITTOORRSSJohn O’DwyerFraser SeitelRichard Goldstein

AADDVVEERRTTIISSIINNGG SSAALLEESSJohn O’DwyerAdvertising Sales [email protected]

Jack FogartyNational Advertising [email protected]

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As PR agency holding companiesand services providers reportedtheir final 2010 figures in

February, a tangible economic rebound inthe second half of 2010 was evident,especially for the fourth quarter, as thedoldrums of the economic downturnbegan to give way to reports of increasedclient spending.Omnicom (OMC) on February 15

reported a 7.4% rise in fourth-quarterprofit to $246.5 million on a 9.8% jumpin revenues to $3.6 billion. That com-pares with February 2010, when thecompany posted a 15.3% decline inprofit over the year earlier.Full-year profit for 2010 rose 4.4% to

$827.7 million on a seven-percent jumpin revenues to $12.5 billion.OMC’s Fleishman-Hillard, Ketchum,

Brodeur Partners, Kreab GavinAnderson and Porter Novelli-led PRgroup showed a 7.9% revenue rise in thequarter to $299 million. It was up 6.5%to $1.1 billion for the full-year, com-pared with a 14.8% drop in 2009.Food & beverage accounted for 16%

of Omnicom revenues last year. Thatcategory was followed by pharmaceuti-cal/healthcare (13%), technology (11%),consumer products (11%) and automo-

tive (10%).CEO John Wren spent $184 million

for acquisitions in ’10. Fourth-quarterpick-ups included Ketchum’s purchaseof a controlling interest in Greater Chinaand acquisition of Maslov PR in Russia,The Modellers (Salt Lake City-basedanalytics and design operation), NancyBailey & Assocs. (Atlanta-based licens-ing firm), Art Meets Commerce (NewYork City new media agency with a the-atre specialty), Excerpta Medica (med-ical communications), Core (branding),and DDB’s buyout of a controlling inter-est in Colombia.Omnicom ended the year with 65,500

staffers, up from 63,000 on December31, 2009. Its stock hit a 52-week high of$50 on Feb. 15. On February 14, OMCadded a nickel to its 20-cent quarterlydividend.

Profit soars at PublicisPublicis on February 10 reported a

23% rise in fourth quarter revenue to1.56 billion Euro. For the full year2010, profit soared 30.5% to 526 mil-lion Euro.Maurice Levy, CEO of the Paris-

based ad/PR conglomerate and ownerof PR agency MSLGroup, said growthshowed a “marked acceleration” in thefourth quarter, compared with the year’soverall mark of 8.3%.Levy said the results have “put an end

to the impact of the global financial cri-sis,” adding that the company has“emerged from this difficult contextconsiderably stronger.”In North America, Levy noted a

“remarkable turnaround” as revenueticked up more than 24% to 2.6 millionEuro for the full year, bolstered by dig-ital. In Q4, North America was up25.2% to 683 million Euro.European ’10 revenue, which was

battered in 2009, increased 11.5% from2009 to 1.8 million euro.

Vocus revenue up 14%PR software provider Vocus on

February 8 reported an 18% increase infourth quarter 2010 revenue over 2009,as new subscriptions doubled to 822during the period and sales of its socialmedia software accelerated.Net loss narrowed to $397,000 for the

quarter, compared with $821,000 in ’09,although its net loss widened to $3.7million for the full year.Revenue ticked up 14% to $96.8 mil-

lion for 2010. The company forecasts2011 revenue from $112.1 million to

$113.1 million. Vocus also said it spent$12.2 million last year buying backstock.

Cision revenue slips, sees Q4 increasePR software provider Cision said

fourth quarter 2010 revenue fell 17.5%from 2009 to 268 million Swedish kroner(or about $41.4 million) on costs from thesell-off of its Monitor operations, as wellas negative currency exchanges andorganic growth.Organic growth improved in the fourth

quarter but remained negative at -1%,narrowing from -16% for the fourth quar-ter of ’09, but down 5% for the full year’10. The company said U.S. operationsshowed positive organic growth of 2%for the fourth quarter.CEO Hans Gieskes said the company

is optimistic due to improved marketconditions as well as “continuedstrengthening of the competitiveness ofour company.”The company, which has significantly

revamped its operations since 2006, seesgrowth in its continued rollout of theCisionPoint software platform in Europe,while up-selling its U.S. customers andlaunching new features.For the full year, revenue declined 30%

from 2009 to 1.1 billion SEK as Cisioncontinued to streamline its business andfend off the economic downturn. Profitswung positive for 2010 to 56 millionSEK from a 368 million SEK loss in2009, when the company took largecharges for restructuring.Cision implemented its restructuring

effort in 2006 and said that the processwas largely concluded at the end of 2010.It will no longer report restructuringcharges but said it could occasionallyreport one-off costs.Cision finished the year with 1,298

staffers, down from 1,629 in 2009 duemainly to the divestiture of its Germanunit and its 235 employees.In North America, 2010 revenue slid

5.2% to 767 SEK (or about $118 million)as profit was hit by currency swings. Thecompany outsourced its broadcast moni-toring to Critical Mention in the secondhalf of 2010 to reduce costs.As of press time, Interpublic, WPP and

FTI Consulting had not yet reportedfourth quarter and full-year earnings for2010, but IPG showed a strong turn-around in Q3 of 2010 as profit soared88% over a year earlier. WPP also posteda strong Q3 as revenue jumped 12.2% asCEO Martin Sorrell in October cited aturnaround in the U.S. and U.K. for theimprovement. �


Washington lobbying outlays were flat last yearas the Great Recession took a toll on K Street,according to a report released in February by theCenter for Responsive Politics.

The Center tracked $3.47 billion in lobbying in2010, comparable to the record $3.49 billion spentin the previous year. It expects last year’s numbersto edge up a bit after late filers are documented.

Sheila Krumholz, Executive Director of theCenter, says though “special interests have finallyhit the brakes in Washington’s high-stakes big-dol-lar influence game, it’s no surprise that they are asdeeply entrenched as ever.”

The Center notes that lobbying hit a feverishpitch in 2009 as the bulk of the work was done onkey categories such as climate change, economicstimulus, student loans, financial regulations andhealthcare reform.

The top lobbying spenders last year were U.S.Chamber of Commerce ($132.1 million, -8.6%),PG&E Corp. ($45.5 million, +623.9%), GeneralElectric ($39.3 million, +43.8%) FedEx ($25.6 mil-lion, +53.3%) American Medical Assn. ($22.6 mil-lion, +8.9%), AARP ($22.1 million, +5.0%), PhRMA($21.7 million, -16.9%), Blue Cross/Blue Shield($21.0 million, -11.2%) and ConocoPhillips ($19.6million, +8.6%).

PR News Briefs

LLOOBBBBYYIINNGG FFAALLLLSS FFLLAATT IINN ‘‘1100

By Greg Hazley and Kevin McCauley

PR revenues, profits rose in 2010SPECIAL REPORT


Food marketers and manufacturers arefinding a golden calf in products pro-moting a gluten-free diet, or foods

devoid of gluten proteins, which are foundin wheats, barleys, ryes and derivatives ofthese grains. Gluten-free foods and beverages are

expected to become a $2.3 billion industrythis year, and account for a $2.6 billion mar-ket in 2012, according to a recent reporttitled “Gluten-free Foods and Beverages inthe U.S.,” released by consumer food mar-ket research group Packaged Facts. The Packaged Facts report, which polled

nearly 1,900 adults in a national online pollduring the fall of 2010, found nearly 300 —or about 16% — now consider themselvesregular consumers of gluten-free foods. Thestudy concluded that gluten-free productsamassed an attractive compound annualgrowth rate of 30% between 2006 and2010.America loves to diet, almost as much as

we love to eat. Atkins, South Beach, fat-free, sugar-free. Gluten-free appears poisedto take the title of the next big food fad. Blogs like glutenfreegirl.com and elanas-

pantry.com have helped propel the gluten-free lifestyle from critical mass to house-hold topic, amassing a dedicated readershipand advertising roster in the process, andeven leading its authors to sign nationalbook deals.Gluten-free eateries in notorious foodie

towns like New York City have exploded inthe last two years; upscale Italian eateries inHell’s Kitchen and the East Village nowoffer menu substitutions of pasta made withrice or quinoa. It’s a tactic that has spread tomany popular chain restaurants: OliveGarden has introduced a new line of gluten-free items, and others — PF Chang’s,Outback Steakhouse, Chili’s — are nowspecifying on their menus which items aredevoid of gluten. Fast food chain Subway isnow in the process of testing a gluten-freebread option for their line of sandwiches.Food manufacturers are following suite.

Betty Crocker recently unveiled a line ofgluten-free baking mixes now available ongrocery shelves nationwide. Supermarketsare now erecting displays — sometimesentire sections — devoted to gluten-freefoods. “Food allergies are a big business,” said

Grace Leong, Partner at New York basedPR firm Hunter Public Relations. “It’s agreat marketing button for grocery stores toset up new aisles and new displays.Retailers are realizing that more and morepeople are seeking out those products —and it’s good for retailers because it addsmore excitement in the grocery store.”As popularity of the diet increases, pro-

duction and innovation yields bettergluten-free products. Brick-like loaves ofrice bread that had to be stored in the freez-er are being replaced with noticeably moreedible substitutions. Sacrifice amonggluten-free consumers grows less palpable;taste improves. In December, gluten-free snack Jungle

Grub Snack Bars won ShapeYou.com’sannual Gear Awards for great taste andnutrition, in a competition that pitted thegluten-free snack against hundreds of othergluten-heavy items.Many disciples of the gluten-free

lifestyle claim a diet devoid of wheat canresult in weight loss. Gluten thus, is shap-ing up to become 2011’s high-fructose cornsyrup. But therein lies a potential for con-fusion. For most Americans, wheat glutenis hardly a “bad” thing. Unlike most foodfads, reasons for adopting a gluten-free dietare grounded in actual medical legitimacyfor many. Specifically, many followers of a gluten-

free diet suffer from Celiac disease, anautoimmune disorder of the small intestinewhere enzymes essentially treat gluten as aforeign invasion, resulting in an inflamma-tory reaction. This inflammation interfereswith the intestine’s ability to properlyabsorb nutrients, and can result in symp-toms ranging from fatigue and malaise torapid weight loss, abdominal pain andchronic diarrhea. Others show no symp-toms whatsoever. It is estimated that Celiacdisease currently affects about one in every130 Americans. As such, it may be themost undiagnosed disease in the UnitedStates. Adopting a gluten-free diet is cur-rently the only known effective treatmentfor those suffering from Celiac disease.According to Dr. Dana Cohen, M.D.,

who treats Celiac patients at her integrativemedicine practice in New York, it’s alsocommon for many who do not suffer fromCeliac to still possess varying forms ofgluten sensitivity. For these people, adopt-

ing a gluten-free diet may be an effectiveway to “feel better,” even if they don’t havea medical condition like Celiac, orDermatitis Herpetiformis, where glutenallergies cause blisters to occur on the skin. “Gluten is a very highly allogeneic food

and because of this I think a lot of peoplemight benefit from a gluten-free diet,”Cohen said. “I do believe (Celiac disease) isgrossly undiagnosed. That is changing asmore doctors are becoming aware of it andthe old, classic symptoms no longer holdtrue.”In the consumer world, new findings sug-

gest many of the gluten-free diet’s mostardent disciples may not suffer from Celiac,or any gluten or wheat sensitivity. Indeed,the Packaged Foods survey found that onlybetween eight and 12% of gluten-free con-sumers polled said they bought gluten-freefoods because they or a member of theirhousehold suffered from a medical intoler-ance toward gluten. Instead, 46% of thosepolled who adopted a gluten-free diet saidthey did so because they believed thesefoods to be generally “healthier.” About30% of gluten-free consumers said they didso to lose weight, and 22% said theybelieved gluten-free foods were of “gener-ally higher quality” than other foods.In total, only about 13% of those polled

said they bought gluten-free foods to treat amedical condition associated with the diet. “Once regarded as a niche product that

was only of interest to people who couldn’ttolerate wheat, gluten-free foods and bever-ages have quickly transformed into a main-stream sensation, embraced by consumersboth out of necessity and as a personalchoice toward achieving a healthier way tolive,” Packaged Foods said in a statement.Gluten-free’s sudden popularity then,

may be its own self-fulfilling prophecy.Some consumers may be disappointed ifand when a gluten-free diet doesn’t yieldthe weight loss associated with yesteryear’sAtkins or South Beach. The Packaged Factsreport projects gluten-free foods will con-tinue to grow over the next five years, pos-sibly hitting its peak of approximately $5.5billion by 2015.“I don’t think it is a weight loss miracle,

but I do think inherently a gluten-free dietincorporates less carbs and that may con-tribute to weight loss,” said Cohen. “I doknow it can’t hurt.” �

MARCH 2011 �WWW.ODWYERPR.COM 9

Gluten-free diet sparks newest food marketing craze

By Jon Gingerich

For those suffering from serious allergenic or medical conditions, a gluten-free diet may be the onlypath to gastronomic relief. For others, potential weight loss benefits has led some to adopt thegluten-free lifestyle, sparking a national diet fad that has food brands lining up to cash in.



REPORT

After years of studies and mediacoverage of the widening waist-lines of American children and

adults, the last 12 months have seensignificant strides in both awarenessand action on the parts of food mar-keters, government and consumers. The First Lady kicked off “Let’s

Move” in February 2010 with a mediaflourish, outlining an ambitious cam-paign to eliminate child-hood obesity within ageneration. While formerPresident Bill Clintonhad taken up the causeearlier, the effort was oneof many under theumbrella of his ClintonGlobal Initiative. ThePR-savvy Obama made akey calculation to sepa-rate the push from gov-ernment as much as pos-sible, whether because ofa conservative-led publicbacklash against allthings bureaucratic at thetime or because she gen-uinely intended to createa grassroots effort thatwould simultaneouslybring a skeptical foodindustry, and business ingeneral, into the fold. “There’s no expert on this planet who

says that the government telling peoplewhat to do actually does any good withthis issue,” Obama candidly told RobinRoberts of “Good Morning America” inrolling out “Let’s Move” on Feb. 9,2010. “This is going to require an efforton everyone’s part.”While President Barack Obama did

his part to support the push in creatinga federal public-private task force andsigning a reauthorized child nutritionbill later that year, the next 12 monthswould see the First Lady’s PR machineinfluence a groundswell of change inhow food is marketed, purchased andviewed by the public and industry.“Creating awareness is the first step

to affecting any significant change, andwith all the mixed messages and misin-

formation swirling around out thereabout nutrition, it’s going to take amovement the size of MichelleObama’s campaign to break through theclutter,” said Emily Valentine ofCRT/tanaka.

Influence in packaging changesA key development showing the rip-

ple effect of Obama’s effort came inlate January when food marketers and

grocers announced a voluntary plan todisplay nutrition information moreprominently on packaging. While theindustry is likely trying to get out aheadof Food and Drug Administration-imposed labeling guidelines that couldbe released this year, top executivescited Obama’s influence in bringingforth the changes.“We would not be here today if she

had not defined the common objec-tive,” said Pamela Bailey, who headsthe powerful D.C. trade group, theGrocery Manufacturers Association, inannouncing the new label initiative onJan. 23. “Mrs. Obama challenged ourindustry to move farther and faster pro-viding consumers with healthier prod-uct choices and more information.”The industry calls its reformed label-

ing “Nutrition Keys,” which displays

content like calories per serving, sodi-um and sugar on the front of a package,rather than the side or rear, as has beenthe norm. The labels will be phased inthis year according to “seasonality andproduction schedules,” according to theGMA, which is backing the changewith a $50 million consumer educationcampaign that includes advertising, PRand in-store marketing.

A giant gets onboardPerhaps the biggest PR splash in the

campaign came a few weeks earlierthan the label initiative, when Obamaparticipated in a press conference with

the country’s largestretailer, WalMart, as theBentonville Behemothmade a pledge to sellhealthier food to itsmassive consumer base. Leslie Dach, the for-mer Edelman vice chairwho is executive VP ofcorporate affairs forWalMart, kicked off alarge Washington, D.C.,press conferenceannouncing the push onJan. 20, opening hisremarks with a nod tothe First Lady.“Almost two years agoa garden was planted inthis city on a lawn onPennsylvania Avenue,”he said in a reference toObama’s White House

vegetable garden. “In that garden werethe seeds of a movement, an initiativethat would grow and focus this nation asnever before on improving the healthand nutrition of all Americans.”The executives that followed Dach

also paid tribute to Obama and outlinedan ambitious plan to provide betterfood and an affordable cost. It was arare endorsement by the First Lady of acorporate initiative, a fact that gave thecampaign significant leverage, as wellas media attention. It also gained sig-nificant attention because of WalMart’spolarizing place in national economicdebate just a few years earlier, whenBarack Obama was a candidate criticiz-ing its policies. Janet Helm, Chief Food and

First Lady’s campaign ‘moves’ food industryA year-long campaign by First Lady Michelle Obama has beena key catalyst in the changing nature of food and marketing.

By Greg Hazley

Within the past year, Michelle Obama’s “Let’s Move” campaign has broughtchildhood obesity to public attention and has encouraged producers ofpackaged foods to create healthier alternatives.

�Continued on next page



Nutrition Strategist, North America, forWeber Shandwick, said the effect ofWalMart’s initiative would be feltbeyond the 140 million weekly cus-tomers of the retailer. “The real signifi-cance is the trickle down factor,” shesaid. “Walmart is the largest customerof practically every food company inthe country. The pressure is on to refor-mulate or innovate — or you’re shutout of getting on the shelf at WalMart.”Acknowledging skeptics of the com-

pany, Helm added: “Whatever youthink about the country’s largest retail-er, this was a big deal. Sure, we canargue that this was a PR stunt, and it’s

all about making money. But still,these changes can make a huge differ-ence.”

Child nutrition reauthorizedA key focus of the First Lady’s push

on the governmental level was the reau-thorization of the Child Nutrition Act,the law originally signed by PresidentLyndon Johnson that governs thenational school lunch program feeding30 million students. The measure, which must be reautho-

rized every five years, received biparti-san support as guidelines for includingmore fruits and vegetables in schoollunches were included, as well as

implementing nutritional standards forall food in schools, including what isserved in vending machines. Grace Leong, Partner at New York-

based PR firm Hunter PR, saidMichelle Obama’s focus on schoollunches and the revamped legislationwill have ripple effects on fresh foodproducers and farms. “The new regula-tions won’t impact the major food mak-ers so much as it will the dairy produc-ers and livestock farms, because it’s allabout safety meant to clamp down onrogue farms who aren’t doing it right,”she said. “You’re going to see produceboards and meat boards asking ‘howare we gong to deal with this?’”Obama marked the one-year anniver-

sary of “Let’s Move” on Feb. 8 at aGeorgia church, acknowledging theeffects and changes the campaign hashad on various levels of society andvowing to continue spreading its influ-ence. “Over this past year, we’ve seenthe first signs of a fundamental shift inhow we live and eat,” she said. “ We’veseen changes at every level of our soci-ety — from classrooms, to boardrooms,to the halls of Congress … And if wecan do all this in the first year … justimagine what we’ll achieve next year,and the year after that.” �

The “Let’s Move” campaign inspired food and beverage manufacturers and retailers todevelop an industry standard nutritional labeling system to help consumers makeinformed decisions. The result was the Nutrition Keys initiative, a front-of-packagelabeling system that provides nutrition information. The Nutrition Keys labeling sys-tem uses a series of icons to summarizes important information, including calories,saturated fat, sodium and sugars.



REPORT

I’ve now had time to look at the fullreport of the 2010 Dietary Guidelinesfor Americans, and it’s well worth read-

ing.The take-home messages are this: bal-

ance calories (enjoy your food but eat less,avoid oversized portions); increase yourintake of certain foods (make half yourplate fruits and vegetables, switch to fat-free or low-fat milk.); reduce intake of oth-ers (compare sodium in foods like soup,bread, and frozen meals — and choose thefoods with lower numbers); and drinkwater instead of sugary drinks.I’m in shock. I never would have

believed they could pull this off. The newguidelines recognize that obesity is thenumber-one public health nutrition prob-lem in America, and they actually givegood advice about what to do about it: eatless and eat better. For the first time, theguidelines make it clear that eating less is apriority. Let me share a few thoughts aboutselected issues.Solid fats and added sugars

(S.O.F.A.S.). The report translates itsadvice to “cut back on foods and drinkswith added sugars,” a nutritional euphe-mism for: Drink few or no regular sodas,sports drinks, energy drinks, and fruitdrinks. Eat less cake, cookies, ice cream,other desserts, and candy. If you do havethese foods and drinks, have a small por-tion.But it translates “Cut back on solid fats”

in yet another euphemism: “Select leanmeats and poultry, and fat-free or low-fatmilk and milk products.” This, no doubt, isto avoid the politically impossible “eat lessmeat.”Added sugars. The report lists syn-

onyms for added sugars that you mightfind on a food label. The 2005 DietaryGuidelines included “fruit juice concen-trates” on that list. The 2010 guidelines donot. The Table lists “nectars” but not fruitjuice concentrates. Why? It doesn’t say.Food group patterns. The report

describes healthy patterns for diets rangingfrom 1,000 to 3,200 calories a day. For adiet containing 2,000 calories, you are onlyallowed 258 calories a day from S.O.F.A.S.That’s all? One 20-ounce soft drink con-tains more than that and so does one table-

spoon of butter and a 12-ounce soft drink.No wonder the guidelines don’t want to bespecific about foods when they mean “eatless.”Sodium. The recommendation to reduce

sodium intake to 2,300 or 1,500 mg perday is addressed to the wrong people.Individuals cannot do this on their ownsince most salt is already added in restau-rant and processed foods. The report recog-nizes the following:• Consume more fresh foods and fewer

processed foods that are high in sodium.• Eat more home-prepared foods, where

you have more control.• When eating in restaurants, ask that salt

not be added.Vegetarian and vegan diets. The report

includes diet plans for lacto-ovo vegetari-ans and vegans. Applause, please. When Iwas on the Dietary Guidelines AdvisoryCommittee in 1995, we tried to say some-thing useful about vegetarian diets butwere forced to add something about theirnutritional hazards, minimal as they are.Not having to do this is a big improvement.But you too only get 258 calories forS.O.F.A.S.The report makes it clear that the food

environment strongly influences the foodchoices of individuals, and it urges effortsto improve access to healthy foods,empower people with improved nutritionliteracy, gardening and cooking skills,develop policies to prevent and reduceobesity and, for kids, fix school meals,encourage physical activity, and reducescreen time. In short, there is plenty towork with here. You just have to look hardand dig deep to find it.

Food industry reactsJust for fun, I’ve been tracking some of

the industry reactions. The soy people loveit. The report mentions soy along with nutsand seeds in the USDA’s meal patterns, andsoy has its own category in the vegetarianand vegan diets.The meat people don’t love it so much.

They’re worried that seafood is pushedmore than meat, but the American MeatInstitute is giving it a nice spin, pointingout that the overall meat recommendationhas not changed since 2005.And the Salt Institute? Their statement:

“Dietary Guidelines on Salt Drastic,

Simplistic, Unrealistic.” I rest my case.My two personal quibbles:First, the USDA still talks about foods

(fruits, vegetables, seafood, beans, nuts)when they say “eat more.” But theyswitch to nutrient euphemisms (sodium,solid fats and added sugars) when theymean “eat less.”They say, for example: “limit the con-

sumption of foods that contain refinedgrains, especially refined grain foods thatcontain solid fats, added sugars, and sodi-um.”This requires translation: eat less meat,

cake, cookies, sodas, juice drinks, and saltysnacks. That’s politics for you.Let’s give them credit for “drink water

instead of sugary drinks.” That comesclose. Second, this is all about personal respon-

sibility. What about the “toxic” food envi-ronment? Shouldn’t these guidelines bedirected at the food and restaurant indus-tries? Overall, the new guidelines aren’t per-

fect, but they are a great improvement.Guidelines: why we need themA recent Los Angeles Times article about

fast food marketing clearly illustrates whyDietary Guidelines matter so much.Why would fast food chains still want to

offer hot dogs, hamburgers, and burritosranging from 800 to 1,600 calories each?Beth Mansfield, Spokeswoman for CKERestaurants Inc., which owns the Carl’s Jr.and Hardee’s chains, offered this candidanswer:“The bottom line is we’re in the business

of making money, and we make money offof what we sell,” she said. “If we wanted tolisten to the food police and sell nuts andberries and tofu burgers, we wouldn’t makeany money and we’d be out of business.”You want to help people stay healthy?

That makes you food police. If you careabout public health, you can expect to becalled names. But that shouldn’t stop youfrom trying to create a healthier food sys-tem.

Marion Nestle is a professor of nutrition,food studies and public health at New YorkUniversity. She runs the food blogwww.foodpolitics.com and is the author ofbooks “Food Politics” and “What to Eat,”among other titles. �

Analysis, reactions to USDA’s new dietary guidelinesFor the first time in five years, the U.S. Department of Agriculture, working in concert with theDepartment of Health and Human Services, updated its Dietary Guidelines for Americans. The newguidelines state that obesity is a big problem in America, and discuss what needs to be done toimprove our food environment. By Marion Nestle



We’ve all heard or maybe madea few jokes about the assortedfast food we eat from time to

time (do any of us really know what’s inwhat we eat?). Recently an Alabama lawfirm filed a lawsuit against Taco Bell onbehalf of a customer claiming that only35% of what Taco Bell claimed was beefwas technically beef. The rest, accordingto the suit, was made up of filler and otherassorted additives. Despite ever-presentfast food urban legends, no one in myrecent memory has ever come out sostrongly and publicly with such a claim.The news of course rapidly spread aroundthe world with many claiming a “gotcha”moment for Taco Bell. At last! The truthhas been revealed! Just how was Taco Bellgoing to respond?Many were expecting a dry company

statement filled with a lot of legal termsand scientific mumbo jumbo about whatcould legally be considered “beef” nowa-days. Surprisingly, Taco Bell came out fastand strong with a totally unexpectedresponse. The company took out nationalads thanking the law firm for suing themand went into detail about their meat and

what they claim it actually contains.(According to Taco Bell, 88% beef andother seasonings.) The company alsowisely took to YouTube and Facebook topresent their side of the story.The social and legal debates regarding

what’s in those tacos will continue for awhile, but there are several important les-sons any organization can learn from thisincident. First, we all must never forgetthat in today’s digital age, it takes only afew minutes for a “news” story to spreadaround the world. It doesn’t have to betrue; it’s out “there” and will take on a lifeof its own very quickly.That’s why Taco Bell’s “Thanks for

suing us” ad campaign was a brilliantcounter move: the news of those ads wentaround the world just as quickly as newsof the initial lawsuit. It’s very hard tocounter a sensational story, but Taco Belldid just that and got people talking in theprocess.Today’s electronic world has leveled the

playing field for better and worse andevery company today has a web page andsome sort of social media component. Ifyour company faced a similar crisis, howquickly could you respond? Is your mes-saging strong and known to all employ-ees? Who in your company would manage

that crisis?Do youhave acompanyspokesper-son you’dfeel com-f o r t a b l eputting infront of them e d i a ?You don’tneed theresourcesof a corpo-rate giantlike TacoBell to get your word out.While Taco Bell likely didn’t anticipate

the exact type of lawsuit they are facing,they clearly had a crisis plan and messag-ing in place and it showed. They weren’tstill trying to figure out YouTube,Facebook, or Twitter. They weren’t unsurewho would appear before the cameras orwhat they might say. So when the questionwas asked, “Where’s the beef?” Theycame back quick and strong and said:“right here in our tacos.”

Lee Dawson is Director of LT PublicRelations in Portland, OR. �

Tell a better story.

www.foodminds.com

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By Lee Dawson

Where’s the beef? Taco Bell responds to lawsuit

Taco Bell’s response to a recentlawsuit was as rapid as it wasunexpected.



FEATURE

If you have a client in the food industry,you may be feeling the “pinch” when itcomes to salt.Health experts have been raising alarms

about excess salt in processed and restau-rant foods for years, but the Januaryrelease of the federal government’s 2010Dietary Guidelines for Americans put theissue in clear terms: Americans should eatmore whole foods and significantly limitthe amount of sodium in their diet.The guidelines reinforce the concerns of

America’s Registered Dietitians, whostrongly believe the food industry mustrespond to the overwhelming data, sug-gesting that diets high in sodium increasethe risk for hypertension and stroke, andcontribute to premature death.In fact, dietitians believe only trans fats

and excess calories pose greater healthrisks than excess salt. A full 65% ofRegistered Dietitians believe excess sodi-um is as harmful, or more harmful thanhigh fructose corn syrup. And many saythey recommend avoiding processedfoods as the most effective way to reducesodium intake.These findings emerged from a national

survey of 100 Registered Dietitians con-ducted recently by PollockCommunications. We investigated theopinions of Registered Dietitians becausethey’re key influencers in food and nutri-tion; they help shape consumer food shop-ping decisions, guide health policy, impactnutrition trends in the media with statisti-cal recommendations. Our survey results also found:• Nearly 90% of respondents say the

food industry is not doing enough toreduce sodium levels in their products.• Only a minority believes the answer

should come from new lower-sodium foodoptions; nearly half say the primary solu-tion should be widespread sodium reduc-tions in available foods.• A majority of the respondents (54%)

want to see the government take sometype of action to encourage manufacturersto make sodium reductions in their prod-ucts.Meanwhile, the national media has kept

up a steady drumbeat of hard-hitting cov-erage about the risks of excess sodium.Since last April, there were more than 300

national and regional news stories aboutsalt, far exceeding the level of mediaattention on many other dietary risks,including sugar-sweetened beverages. Faced with this assault on salt, compa-

nies that produce foods Americans love toeat — snacks, soups, prepared entrees,pizza, fast food, chain restaurant mealsand more — may find themselves in thepublic relations cooker. After all, no foodmanufacturer can afford to ignore theproven health risks of excess sodium, butreducing salt in processed foods withoutaffecting consumer acceptance of theproducts is a difficult, costly and lengthyprocess. The good news is the sodiumminefield can be navigated successfully.Let’s start with a deeper analysis of

results from the Pollock survey. While wefound that the vast majority of respondentsbelieve sodium is a real health threat at theamounts normally consumed byAmericans, (3,400 mg/day), most alsobelieve that the current guideline for sodi-um (2,300 mg/day) among healthy indi-viduals is adequate, and nearly 50%believe this guideline can be achievedwith wise food choices. In other words,most dietitians believe healthy Americanscan meet established sodium guidelineswith reasonable moderation of their diet.The survey also found that dietitians

don’t think Americans can reduce sodiumintake to 1,500 mg/day, which the DietaryGuidelines recommends for people over51 years of age, African Americans, andthose with hypertension, diabetes andchronic kidney disease — a group that col-lectively makes up about half of the U.S.population. In addition, the 2010 DietaryGuidelines Committee Report and theInstitute of Medicine’s Strategies toReduce Sodium Intake in the UnitedStates Report both recommend a gradualreduction in dietary sodium. Thus, whilesome in the media may be demanding fast,dramatic sodium reductions, dietitians andother experts appear to understand theneed for gradual reductions to avoid nega-tive effects on product flavor, taste, textureand consumer acceptance.Also, while our survey respondents felt

that some kind of government action onsodium is warranted, very few backedincreased taxes or an outright ban on high-sodium foods. For now, at least, dietitians

appear open to industry-led initiatives forreducing sodium in food.This point was reinforced in our sur-

vey’s questions on brand recognition, inwhich respondents were asked whichcompanies are doing a good job helpingconsumers meet sodium guidelines. Themost frequently cited brand wasCampbell’s, with 21% mentioning thesoup maker. More than 10% citedProgresso, and 9.5% identified HealthyChoice. In all three cases, it appears dieti-tians recognize the well-publicized effortsof these brands to reduce sodium levels intheir products.The brand recognition findings are sig-

nificant from a public relations perspec-tive. Registered Dietitians are on the frontlines of the salt issue, playing a key role intranslating and communicating productlabel and nutrition profile information toconfused but knowledge-hungry con-sumers. They are emerging as the trustedsource in the conversation about sodium,providing perspective via influentialblogs, media appearances and one-on-oneeducational engagements.The lesson to the food industry is clear:

if you want to influence public awarenessof your brand’s approach to sodium reduc-tion, you must find ways to engage withRegistered Dietitians. If they believe youare taking meaningful, effective stepstoward reducing salt in your products, theywill help lead you out of the sodium mine-field.Companies and brands that take proac-

tive steps to reduce the salt content of theirproducts will shine in a broader mediaspotlight as well. With the recent issuingof the Dietary Guidelines, 2011 will likelybe a year of heightened media coverage ofdietary health, including sodium content.Companies can seize the opportunity toget out in front of this issue through inno-vation. Then they should convey their suc-cess stories through credible, third-partyexperts — such as Registered Dietitians— who appear in the media as well asengage with consumers directly.Food manufacturers need to affirm their

commitment to lowering the sodium con-tent of their products, demonstrate theirprogress in that endeavor through crediblespokespersons, and give consumers theinformation they need to make smartchoices. Such communication will go farto enhance brand loyalty and reputation inconsumers’ hearts and minds.

Louise Pollock is President of PollockCommunications in New York City. �

New dietary rules require PR messages worth their saltA survey of registered dietitians offers insight regarding howfood makers can escape a sodium PR minefield.By Louise Pollock


Quick. What hit the PR industry justas it fully absorbed the transitionfrom traditional to new media?

The era of forced transparency — alsoknown as the end of privacy as we knowit.How can you help your clients protect

— and maintain — their reputationswhen two-thirds of the online contentabout their company was posted by con-sumers, or even competitors? When any-one can create a Web site accusing theCEO of a publicly traded company ofany number of questionable actions,even if all of the accusations are false?When internal e-mails and confidentialdocuments are not only routinely leaked,but quoted in the New York Times?Corporate and professional reputa-

tions were once easily managed.Companies maintained a carefully con-trolled image through advertising andpublic relations. Most of the time, itworked. When it didn’t, crisis manage-ment specialists stepped in to fix it — orat least try to.Online technology, the rise in influ-

ence of the citizen’s voice and forcedtransparency have expanded role of thepublic relations industry in every phaseof the professional (and often, the per-sonal) world. Here’s what you need to know to be

prepared.Your role as a counselor has broad-

ened. Helping your clients understandthe reputation issues they will potential-ly face is essential to helping them pre-pare for and navigate this new terrain. Develop a reputation protection

checklist to review with your clients.Focus on three areas: creating, updatingor expanding the online informationabout them; monitoring that informationdaily so you are aware of what is beingposted about them in online forums,blogs and media; and having a crisisresponse plan ready to enact – includingon holidays and weekends, when manyonline issues develop. If your clients do not already have an

in-house system for cultivating onlinedialogues with their customers, helpthem assess whether they would benefitfrom one. When they can’t easily andimmediately engage with a company’scustomer support system, dissatisfiedand frustrated customers will vent

online. Software package GetSatisfaction allows a company to quick-ly build an online area where customerscan connect with each other and compa-ny representatives to report problems,share ideas and build a sense of commu-nity.Understand there are few laws in place

to regulate or address what is postedonline. Web site operators currentlyhave legal immunity over what is postedon their sites. That makes it difficult, ifnot impossible, for you to remove inap-propriate or inaccurate content, even if itis biased. It’s usually a waste of time to try to

identify an anonymous poster, as muchas a client may want to do so. There aremany ways posters to forums and blogscan conceal their identity. In some cases,legal action can result in a court orderand subpoena for an internet serviceprovider (ISP) to identify the user’s IPaddress. However, that is no guarantee itcan be found — especially if posts weremade at an internet café or other publicsetting. Know that many reputations suffer

needlessly. Much damage to the onlinereputations of executives and other pro-fessionals could have been prevented bysimply erecting a “digital wall” aroundtheir name. Ideally, the first two pages ofa Google, Bing, Yahoo or other search ofa client’s name will contain verified,factual information. If you haven’tworked to ensure there are enoughonline sources of factual informationabout your clients, start now.Contrary to popular opinion, social

media is not an appropriate reputationmanagement tool for everyone.Facebook, blogs and Twitter can beeffective online reputation tools. Twittercan be especially useful if a client cansecure their own name as a Twitter han-dle (user name). That’s because handlesand tweets are indexed by Google andother search engines — and placedonline permanently. Every time youtweet, you are building our prominencein search engine results. That said, Twitter — and a myriad of

other tools — isn’t appropriate for manyexecutives, such as those in highly regu-lated fields like banking, pharmaceuti-cals and financial services. And someclients just aren’t comfortable usingsocial media. There are many other toolsyou can explore with them, including a

variety of publishing and informationplatforms. Help your clients realizethere are many ways to establish anonline presence, and that they are notnecessarily living in the stone age if theydo not have a Facebook profile.Realize that concerns raised by priva-

cy issues can extend beyond the tradi-tional realm of public relations intosecurity. For instance, a company is inthe midst of a series of layoffs and pho-tographs of a high-profile executive’shome, with its address, are appearing atthe top of Google searches. As a com-munications professional, you may beasked to help create online content thatwill drive such information far lower onsearch engines (if the information can-not be removed altogether).Be 2.0 conversant. The 2.0 world is

famously generous with free and easilyaccessible information about everyaspect of online and social tools.Seminars, courses and new media con-ferences abound. Participate. If youwant to learn more about online reputa-tion management, check out the FAQ andGlossary sections at www.reputation-communications.com.

Shannon M. Wilkinson is Founder andPresident of Reputation Communications,a New York City–based firm helpingclients in the professional and private sec-tors create, monitor and repair theironline reputations. �


Reputation management, 2.0By Shannon M. Wilkinson

The public affairs operation supporting U.S.forces in Afghanistan plans to review its PR sup-port contract with an open competition nextmonth.

SOS International is the incumbent contractfor the media monitoring and PR support pact,which was previously handled by The RendonGroup. SOSi, which is based in Reston, Va., andoperates out of Kabul in Afghanistan, won thebusiness in its last open review in 2006, a pactinitially capped at $67M but extended in Octoberfor an extra six months.

Fulcra Worldwide, the former Lincoln Group,has also provided military PR support onAfghanistan.

Army contracting will oversee the RFPprocess. The RFP is slated to be released on orabout March 4 with a 30 day open period. A basecontract with up to four options years was out-lined in preliminary descriptions of the upcomingRFP.

The work is described as strategic communica-tions advisement and support services, as well asforeign media analysis for U.S. troops inAfghanistan.

A contracting representative declined to com-ment pending release of the RFP.

PR News Briefs

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FEATURE

Nothing says it better than the pop-ular “Cheers” theme song:Sometimes you want to go where

everybody knows your name. For thefood and beverage industry, this simpleobservation is the most powerful market-ing principle of all. Sharing all the exciting news about

your restaurant — new menu items, pro-motions, special events, charitableinvolvement and more — is the founda-tion of solid food and beverage PR.Print, broadcast and digital media devotesubstantial real estate to restaurant news,since most people love to eat! However,these are all “push” tactics. If PR’s goalis to “pull” people into the restaurant,then one-way marketing alone won’t do. Here‘s some food for thought:New is not enough. Sure, most people

want to hear about what’s new and enjoysharing new products and experienceswith friends and family. However, withso many dining options to choose from,guests can get their fill of “new” by goingto a different restaurant every day. Your

goal, of course, is to get them to comeback to your client’s place, time andagain. So while new items are great, youalso need to engage your guests on amore personal level.What makes you so special? The

average restaurant customer has count-less other restaurants to choose from, allof which serve great food with outstand-ing service at acceptable prices. Can youtell me precisely what makes your restau-rant better than all the rest? Perhaps theone thing that can make your restaurantspecial is how it makes me feel.Share the love. Restaurant owners

may be in love with their beautiful restau-rants and wonderful food, but their mostimportant assets are their guests, soshowing customers some love needs to bepart of the PR strategy. Can they countthe ways they love their customers? Itcan take many forms, such as alreadyhaving repeat customers’ phone numberson file when they call for reservations,acknowledging their birthdays or engag-ing them in some small talk when theyarrive. Little gestures go a long way inbuilding relationships that last.Rewards are powerful motivators.

Guests reward restaurants by returningtime and again with their friends andspreading the word. How do restaurantsreciprocate and reward guests for theirloyalty? Many successful restaurantsleverage the power of VIP membershipsand offer their most loyal customers pre-mium service that other guests aspire toattain. This might come in the form of asurprise complimentary appetizer, dessertor after dinner drink, invitations to spe-cial events or other relationship-buildingtactics. The crucial thing about rewardsis that they need to be genuinely enticingto customers. In the grand scheme ofmarketing and PR, thoughtful little ges-tures deliver far greater ROI than mostother actions. One size does not fit all. The cardinal

rule of marketing is to know your cus-tomers, and it’s obvious that all cus-tomers are not alike. Some are jazzed bya free appetizer, others appreciate arestaurant hosting a reception for theircharity of choice and still others light upsimply because you know their name.Truly great PR is flexible enough to offermany different ways to engage guests, allwith the same goal of building loyal rela-tionships. There’s a lot of social in social media.

Restaurants are inherently social places

and traditional PR typically highlightssocial activity around food, drink andentertainment. Regarding online media,chances are that your restaurant client,especially if it’s well known, already isthe subject of online chatter. Twitter, inparticular, is the real time watering holefor all types of chatter. Other sites likeUrbanspoon and Yelp have enormousinfluence. Joining the conversationshows that a restaurant is listening andlearning from guests and potentialguests. Responding to the good and thebad shows that the owner cares aboutwhat people think. Social media plat-forms offer many creative ways to con-verse with the dining public and getthem actively involved with what’sgoing on at a restaurant. Embrace and prepare for mobile.

Speaking of conversations, with theadvent of the iPhone and the mobiledigital revolution, mobile marketing ishere to stay. Custom applications allowrestaurants to inform customers aboutspecial events, new menu items, promo-tions and everything that’s going on.Customers carry the restaurant’s mes-sages with them in their pockets andpurses. This only scratches the surfaceof the potential for staying connectedthrough guests’ smartphones. Is the crew on board? All the PR in

the world won’t work without positivesupport from front-line personnel.There is no shortage of service horrorstories about aloof hostesses or oblivi-ous servers. The manager or owner mayhave all the best intentions in the world,but the service team has the most guestcontact. While training the crew is moreof an operations responsibility than aPR function, it is profoundly importantto a restaurant’s relationship with thepublic and can sink a good PR programlike the Titanic. Public relations profes-sionals can work with restaurateurs tomake sure their service teams fullyunderstand their role as PR ambassa-dors. There’s never been a more important

time to engage your guests than thesedays. Customers have many otherchoices and loyalty is hard to build.Engagement should be one of the goalsof every restaurant’s PR plan. After that,it’s vital to maintain those relationshipsin the long run.

Jane Grant is Co-Founder andPresident of Pierson Grant PublicRelations and High Impact Digital. �

By Jane Grant

New outreach tactics for restaurant communications

New York based PR firm Quinn & Co.announced in February it has pickedAssociate Vice President David Semanoff tolead the company’s food, wine and spiritsdivision.

Semanoff has workedin Quinn’s FWS divisionfor three years, leadingthe team in a number ofcampaigns, including theopening of Co., celebrity-baker Jim Lahey’s NYCrestaurant and the launchof his book, “My Bread.”Semanoff also helped Chef Tony Mantuanodrive business to his Chicago restaurants,Spiaggia and Cafe Spiaggia, and spur salesof his book, “Wine Bar Food,” which is nowin its second printing.

Semanoff is also a current member ofQuinn’s travel group and leadership com-mittee.

Semanoff previously worked at RuderFinn’s Israel office. He graduated from NewYork University with bachelor’s degrees injournalism and anthropology.

People in PR

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Semanoff



Just as good work certainly doesn’tnecessarily mean a client will behappy, the following scenarios are

certain to happen in the PR world this year.How do I know? Because I’ve seen ithappen time-and-time again during myyears in public relations.A client will reject numerous rewrites ofa story and finally say, “I’ll show you whatI wanted,” and send a version that is almostthe mirror image of what was initially sub-mitted.A management “pet” will get a promo-tion that a more talented individualdeserves.An account executive will receive a poorperformance review by a supervisor, leavefor a position at another agency and becomea star.Management will cry poverty whenasked for a salary increase but suddenlyfind the money when told the person is giv-ing noticeAn account supervisorwill disparage anunderling’s work but will be unable to offersuggestions when requested.A new hire will be surprised to discoverthat much of what he learned in communications school doesn’t transfer tothe real world.A new hire will be surprised to discoverthat quite often promotions are based moreon managing a budget than on good PRwork.An account executive will be given ameaningless title in lieu of a salary increase.An account person will be talked out ofleaving for another agency and will regret itwhen promises made do not materialize.Many people will be told “it’s for yourown good” when being let go. An account person will be labeled as“not a team player,” when complainingabout not getting credit for bright ideas;conversely, a team player who comes upwith the big ideas will never receive creditwhen the program is presented as a “teameffort.”An account person who is denied a pro-motion will blame it on “office politics” anda person who gets a deserved promotionwill be accused of playing “office politics.”An account executive will make a clienthappy by getting great results, but the AEwill be lambasted for not doing it “the com-pany way.”Supervisors who do it by the numbers

and cannot think out-of-the box will resentunderlings who can.Creative ideas of an underling will berejected by a supervisor who will inject theideas into another program and take creditfor them. A “star”will be told by management that“what you bring to the agency is invaluableand you have a lifetime job here,” but findout that the dictionary description of “life-time” isn’t the same as it is for manage-ment.Too many AEs will be disappointed

when, at evaluation time, they learn that“hard word” is not as important as “goodwork.”A client will be upset about a quote beingused that he gave during an interview, anddemand that the account person involvedget a retraction. But the reporter taped theinterview and refused, making for anunhappy client. And sure to happen, an individual whowas thought to be trustworthy will turn outto be a management informer and a personwho was thought to be a spy was actuallytrustworthy.

Arthur Solomon, a former newsman, wasSenior VP at Burson-Marsteller. �

Some things never change in PRBy Arthur Solomon

New outreach tactics for restaurant communications



REPORT

In January, the trade groups that representU.S. food and beverage manufacturersannounced a new plan to change the

way their food packages reveal nutritioninformation. The result was the “Nutrition Keys,” an

industry-standard labeling system to bedisplayed on the front of food and bever-age prodcuts. With a series of easy-to-readblack and white icons revealing nutritionalcontent — calories, saturated fat, sodiumand sugars, as well as a to-be-determinedlist of “nutrients to encourage” — foodmanufacturers said they hoped the newlabels could guide consumers to makehealthy, informed choices. The new labelsare slated to appear on approximately 70%of food products by next year.Consumers and the press alike hailed the

announcement. Editorials and food blogsthe country over practically gushed praisefor food manufacturers and their K Streetthought leaders for being so unusuallyproactive, so responsible to take on some-thing as transparent as a universal labelinginitiative.In truth, the writing had been on the wall

for some time, and the big trade groupsthat represent our food and beverage man-ufacturers — namely, the GroceryManufacturers Association and the FoodMarketing Institute — had found them-selves slowly backed into a corner. TheWhite House had turned nutrition disclo-sure on its head when First Lady MichelleObama kicked off her anti-obesity “Let’sMove” initiative last year, and currentfood labeling was a rumored first target.Meanwhile, the U.S. Food and DrugAdministration has been involved in ayears-long quest to update our nation’slabeling guidelines with improved sci-ence-based criteria — the first majorupdate to food labeling since the now-ubiquitous Nutrition Facts system wasimplemented under the Nutrition Labelingand Education Act in 1990. In PR terms, the options were simple:

take control of the conversation beforesomeone else does, draw the line beforesomeone draws it for you. What followedafter the announcement of the NutritionKeys system was a round of bureaucraticbackslapping: the White House issued afriendly — though noticeably tepid —statement claiming the new labeling initia-tive was a move in the right direction. TheGrocery Manufacturers Association praised

the “Let’s Move” campaign for opening theindustry’s eyes to the needs for new nutri-tion disclosure standards, stating foodgroups like the GMA “share First LadyMichelle Obama’s goal of solving child-hood obesity.” A $50 million PR andadvertising campaign informingAmericans of the Nutrition Keys initiativeis set to coincide with the labels’ unveilingwithin the coming months. In reality, the resulting Nutrition Keys

initiative signaled less of an alliance offood manufacturers and the Obama admin-istration than a split in the road. Manyexperts believe the new food labeling sys-tem offers little aside from misleading,inconsistent and often contradictory infor-mation, the result of surreptitious market-ing disguised as nutrition facts. “Front of label packaging is obviously

critical in selling products,” said SallyGreenberg, Executive Director forWashington D.C.-based consumer rightsgroup the National Consumers League.“But all this gets very confusing for peo-ple, and I think it gets away from the sim-ple and honest messages that we think con-sumers ought to have. People who areshopping are in a hurry, they want thingsthey can understand quickly. Right nowI’m looking at the back of a bag of Cheetosand you’d think it was the world’s besthealth food.”

Nutritional interestsThis isn’t the first time in recent years

our federal regulatory bodies and the tradegroups that represent U.S. food and bever-age makers have butted heads. As a stipulation of the Nutrition

Labeling and Education Act enacted twen-ty years ago, manufacturers were allowedto boast on packages any positive benefitsthe product may have. Not surprisingly,front-of-package designs have become asort of canvas for snake oil medical claimsin the years since. “Low fat!” “High infiber!” “Cholesterol free!” “A good sourceof protein!”Two years ago, after warning letters

were sent by the FDA to food manufactur-ers regarding misleading labeling claims,the agency conducted a series of reviewsbefore issuing a guidance letter recom-mending a voluntary labeling system thatuses standardized, science-based claims ascriteria on front-of-package labels. In theletter, the agency stated it was only inter-ested in a voluntary system, but warnedthat if such a plan failed it would considerthe implementation of a new mandatorysystem similar to the current Nutrition

Facts.In response, the same food giants that

would later be responsible for the NutritionKeys initiative came together to offer theirlabeling solution, titled Smart Choices.Proponents of the Smart Choices system

proposed a labeling system the highightedwhat ingredients in their foods are healthyfor consumers. From an advertising per-spective this makes sense: it’s much easierto flaunt your positive attributes than it is toadmit your nutritional shortcomings. Froman objective, informational standpointhowever, the tactic is clearly flawed: undersuch a system, practically every productcould make a health claim. Predictably,regulators balked at the idea, saying such asystem could trick consumers into buying“bad” foods that incidentally containedhealthy ingredients. A September 2009New York Times article reported that sugaryfoods like Froot Loops had reportedly beenlabeled as one “healthy” food item. TheSmart Choices program was voluntarilysuspended shortly thereafter. Fast-forward two years. The Institute of

Medicine released an FDA-commissionedconsumer study concluding front-of-pack-aging labels should only list the necessi-ties: calories, sodium, trans-fats and satu-rated fats per serving. The FDA, duringpreliminary meetings regarding the enact-ment of a new voluntary labeling system,then brought recommendations regardinghow food manufacturers could provideaccurate nutrition facts. One recommenda-tion was that U.S. food manufacturers usea labeling system similar to Britain’s,where “healthy” foods receive a greenlabel and “unhealthy” foods receive a redlabel — a sort of nutritional stoplight forshoppers. The food industry immediatelyrejected this idea, stating such a systemwould drive away consumers. The Obama administration tried their

hand at another suggestion: food manufac-turers could voluntarily adopt a labelingsystem that emphasizes what ingredientsmay be unhealthy for consumers. Againthe food industry disagreed. Just like theSmart Choices program, food manufactur-ers said they wanted labels that also laud aproduct’s healthy contents. When packages bearing the Nutrition

Keys system hit shelves later this year, itmay prove efficacious in showing con-sumers how much saturated fat, how muchsodium, how many calories exist in a foodproduct. However, this information will

The politics behind America’s food labeling systemBy Jon Gingerich

�Continued on next page


now be bookended by a list of up to eightcompletely unregulated “positives”: fiber,potassium, omega-3s and vitamins.Conceivably, an “unhealthy” product couldbe loaded up with vitamins and nutrientsand passed off as a “healthy” choice.In a statement to the press, the Center for

Science in the Public Interest, aWashington, D.C. nonprofit consumeradvocacy group that specializes in nutritionand health, referred to the Nutrition Keyssystem as a “scheme consisting of confus-ing icons that will be largely ignored byconsumers.” “It’s unfortunate the industry wouldn’t

adopt a more effective system or simplywait until the Food and DrugAdministration developed a system thatwould be as useful to consumers,” saidCSPI Executive Director MichaelJacobson. “The whole point of front-labelnutrition information or symbols should beto convey quickly and simply how health-ful a food is … (the) Nutrition Keys systemappears to be designed to distract con-sumers’ attention from, not highlight, thehigh content of sodium, added sugars, orsaturated fat in all too many processedfoods.”FDA spokesperson Siobhan Delancy

said the FDA remains “fairly neutral on theNutrition Keys system,” but said the FDAhas voiced concerns regarding the labels’

addition of a “positive” nutrients emphasis. “We have similar concerns that there

would be a risk of label clutter,” she said.“We’re a science-based regulatory agency.Therefore, our goal is to have a front-of-pack label that is evidence-based, and ourultimate goal is for consumers to have atool that is useful to them.”

Label when convenient Today, it seems there’s a label for every-

thing. We can currently find out if our foodhas aspartame, trans-fats, MSG. We knowwhen something is “low-fat,” “high infiber” or “cholesterol free.” And underPresident Obama’s healthcare reforms,Section 4205 will now require restaurantsand retail food establishments to post calo-rie content information on their menus. In2011, expect to see labels everywhere.If studies are any indication, we like

labels. A 2008 national FDA survey foundthat more than half of all Americans nowlook at labels when they buy a food prod-uct, an increase of 10% since 2001. The questions remain: If nutrition labels

are going to be used to laud a product’spositive features, how are they any differ-ent from an advertisement? How can con-sumers rely on them to have any accuracy?And when do they go too far? In February,the National Consumers League filed a for-mal complain with the Federal TradeCommission regarding labeling claims

made by beverage Vitamin Water. The con-sumer group alleges the sports drink usesdeceptive statement in its marketing andpackaging tactics with claims like “vita-mins plus water, all you need,” and “flushots are so last year.”It should also be noted that much of the

information to be printed on the NutritionKeys label will essentially be the same aswhat already appears on today’s involun-tary Nutrition Facts labels, minus particu-larly useful information like the DailyValues percentages. At the end of the day,it remains to be seen whether the guideswill offer anything new aside from market-ing messages disguised as nutritional sym-bols.According to Delancy, the implementa-

tion of an FDA mandated, front-of-packagelabeling system that would supercede theNutrition Keys system is still “absolutely apossibility.” However, the agency has notyet gathered evidence showing anythingother than a voluntary labeling systemwould be beneficial. A second front-of-package IOM study is due later this fall. “Our goal has always been to allow the

labeling system to be voluntary. When youdo regulation it’s a much longer andinvolved process,” she said. “We’ll look tosee how things unfold. We hope that if ourrecommendations are different this fall, theindustry would adapt.” �



Profiles

FOOD BEVERAGE3.11

ODwyers Guide to:

ALLISON & PARTNERS

505 Sansome StreetSan Francisco, CA 94111415/[email protected]

Scott Allison, CEO

Clients with a passion for foodturn to Allison & Partners formarketing and public relations

programs that drive trial, prefer-ence and sales. Whether it’slaunching products, reaching thecrème-de-la-crème of influ-encers, maximizing sponsorshipROI, or making a restaurant theplace to see and be seen, our teamof consummate foodies bringfresh ideas to influencers in themedia and beyond. With experi-ence growing some of the world’sleading food, restaurant, bever-age, wine and spirits, nutritionand CPG brands and eight full-service offices, our capabilities

include product launches, posi-tioning and branding; publicityand media tours; events and pro-motions; openings; sampling andtasting events; social networking;retail marketing; sponsorshipsand cause marketing for clientsincluding B&G Foods, FrancisFord Coppola Winery, JohnnyRockets, KIND Healthy Snacks,Masi Agricola and Tenutadell’Ornellaia.

CARMICHAELLYNCH SPONG

110 North Fifth Street Minneapolis, MN 55403612/375-8500 www.carmichaellynchspong.com

Julie Batliner, Managing DirectorGrete Krohn Lavrenz, Principal,Chair, Food and Beverage

If you can no longer stomach thesame stale, tasteless ideas, perhapsit’s time for some fresh thinking.Carmichael Lynch Spong leads thefood, beverage, nutrition and well-ness arena —representing some ofthe biggest brands. Our list of envied food and bev-

erage clients includes: retail(Noodles & Company); packagedgoods (Jack Link’s Beef Jerky);ingredient brands (Martek); foodprocessing (Cargill) and cookware(Calphalon).We work with food industry

leaders, consumer groups, chefs,nutritionists, commodity groups,regulatory organizations andexperts in general, on a regularbasis. Our relationships go beyondmedia. We know the right people totarget with the right program, prod-uct, campaign or cause. And theyknow us.

COHN & WOLFE200 Fifth AvenueNew York, NY 10010212/798-9700www.cohnwolfe.com

Mark Cater, Pres., NYJohn Hollywood, EVP, U.S.Strategy DirectorLiz Beck, EVPBarbara Cohen, EVP, Food &Beverage Specialist

Cohn & Wolfe, a subsidiary ofWPP, is a leading communica-tions firm with an impressivefood and beverage offering led bytalented professionals who haverepresented clients in every aisleof the supermarket as well assome of America’s favorite food-service establishments. We’velaunched hundreds of new prod-ucts, developed nutrition educa-tion programs for consumers ofall ages and know how to engagemedia, influencers and con-sumers on and offline. Cohn &Wolfe works with some ofAmerica’s most beloved brandsand food/beverage clientsinclude: The J.M. SmuckerCompany, Folgers, Jif, Crisco,Pillsbury, Hungry Jack, NewWorld Pasta, Corner BakeryCafe, and Taco Bell.

CONE

855 Boylston StreetBoston, MA 02116617/227-2111Fax: 617/523-3955www.coneinc.com

Bill Fleishman, PresidentMark Malinowski, Sr. VicePresidentPeggy O’Shea Kochenbach,MBA, RD, LDN, Vice PresidentJill Tobacco, MPH, RD, Director

For over three decades, Cone hasearned a reputation for buildingstrong brands in the food and bev-erage industry. We provide best-in-class communication strategy, tal-ent and creativity to drive businessgrowth for leading brands, such asNestlé Waters North America,Lindt and General Mills.Extraordinary results come fromexperts who are passionate aboutyour business, and possess a keenunderstanding of the category,your brand and its connection tosociety. With two registered dieti-cians on staff, we are in a uniqueposition to communicate not onlydistinct brand messages that res-onate with key audiences but alsoto translate science and leveragetrends to optimize their impact. The depth of our experience in

working with associations and mar-keting boards and our carefully tai-lored approach to communications

Members of the Carmichael Lynch Spong Food and BeveragePractice Group develop strategic plans leveraging relationshipswith high-profile individuals such as Michael Symon, Alton Brownand Dr. Oz. Pictured are team members and Dr. Oz (second from right)at a media event sponsored by Martek Biosciences.

&’ ’

MARCH 2011 �WWW.ODWYERPR.COM � ADVERTISING SECTION20

Coyne PR whipped up a three-phase PR program for the 44thPillsbury Bake-Off that included a Grand Prize winner announce-ment on “The Oprah Winfrey Show.” Media coverage included morethan 3,000 print, online and broadcast placements with a reach of306+ million media impressions.

PR


PROFILES OF FOOD & BEVERAGE PR FIRMS

ADVERTISING SECTION � MARCH 2011 �WWW.ODWYERPR.COM 21

allow us to deliver campaigns thatare authentic, credible and relevant.We are ready to share our cre-

ativity, passion and expertise. Withteams fully entrenched in the foodand beverage space, our specialtyareas include product launches,new media executions, influencerengagement, media events, brandpositioning, promotions andcelebrity campaigns.

THE CONNECTEDTABLE

77 Fifth Avenue, Suite 2CNew York, NY 10003212/620-7027Fax: 212/645-3654www.theconnectedtable.comFacebook: The Connected [email protected]

Melanie Young, Founder

The Connected Table specializesin the creation and management ofmarketing and promotional cam-paigns and special events for glob-al brands and destinations. Areas ofexpertise include: wine, spirits,specialty foods, destinations, andlifestyle products and services. Weare widely connected in the foodand beverage industry throughoutthe U.S. We work with many over-seas organizations and govern-ments to connect them with busi-ness contacts, consumers and theU.S. media, and to promote aware-ness of their products and regions.Clients include several wine and

food regions of Spain, Italy andFrance, and the wine brandsGeorges Duboeuf and BodegasFariña.

COYNE PUBLICRELATIONS

14 Walsh DriveParsippany, NJ 07054973/316-1665www.coynepr.com

1065 Avenue of the Americas,28th FloorNew York, NY 10018212/938-0166

Tom Coyne, CEORichard Lukis, PresidentTim Schramm, Senior VPLisa Wolleon, Vice PresidentMeghan Flynn, MS, RD, Directorof Food and NutritionStacy Becker, Assistant VicePresident

Coyne PR is one of the nation’sleading independent public rela-tions agencies with extensive expe-

rience in the Food & Nutrition cat-egory. Coyne PR combines soundstrategic counsel with cutting edgecreative elements to achieve supe-rior communications goals for itsclients. The agency representssome of the world’s largest foodand nutrition companies andbrands, including General Mills,the Hershey Company, AMPEnergy drink (Pepsi Beverages),McCormick, Solae, and Eggland’sBest. The team is comprised ofexperts in product launches, brandbuilding campaigns, tradeshowsupport, events, sponsorships, con-tests, promotions, cause marketing,influencer outreach, crisis manage-ment and social media. The agencyhas also worked with General Millsto create an extensive blogger net-work, MyBlogSpark, which helpsconnect brands with bloggers.

DUBLIN & ASSOCIATES

3015 San PedroSan Antonio, TX 78212210/227-0221www.dublinandassociates.com

Jim Dublin, CEOMary Uhlig, President

Dublin & Associates is a full-service strategic communicationsfirm with extensive experienceserving food industry clients. Wehave worked with food and con-sumer companies including PioneerFlour Mills, Pace Foods (CampbellSoup Co.), the Coca-Cola BottlingCompany of the Southwest,NatureSweet Tomatoes, Luby’sCafeterias, Taco Cabana, theCulinary Institute of America, theNew Braunfels Smokehouse, andfood / entertainment promotionalfirms such as Hispano USA. Weprovide national and regional mediacoverage, special event planning,online and social media out-reach/programs, and Hispanic mar-ket outreach. We work closely withclients to develop strategic initia-tives and publicity campaigns thatfocus on client marketing goals andbottom line results.

DEUSSEN GLOBALCOMMUNICATIONS

37 West 37th Street, 6th FloorNew York, NY 10018212/682-2293Fax: 212/[email protected]

Christine Deussen, President

Jacqueline Long, Vice President

Internationally recognizedDeussen Global Communicationsis particularly noted for its depthand breadth of experience andcontacts in the wine and spiritssector. A business partner andtrusted ally for some of theworld’s leading and fastest grow-ing brands — as well as nationalgovernments and the EuropeanUnion — Deussen deliversresearch-based, compelling,effective programs. Clients enjoythe excitement of being ahead oftrend, backed by the security ofstrict reporting and quantitativeanalysis. Over the years, clientshave commended the agency’sstrategic approach; transparency;innovation; drive; and dedicationto providing top-level expertise,while media regularly praise theagency’s imagination; attention todetail; intelligence; and speed.An arsenal of tactics — includingmedia relations, digital interface,

celebrity partnerships, and spe-cial events — combined withready access to the country’s topsommeliers, mixologists, chefs,authors, and other leading brands,allows Deussen to quickly createcampaigns that accelerate aware-ness and growth for their clients.

EDELMAN

200 East Randolph StreetChicago, IL 60601312/240-3000www.edelman.com

Janet Cabot, Executive VicePresident, Managing Director USFood and Nutrition Practice

Food has been part of our DNAsince Dan Edelman opened thedoors 58 years ago. And, neverhas there been a more dynamicand changing food environment.As a society, we are literally re-

�Continued on page 22

Christine Deussen, President of Deussen Global Communications.

Italian Wine Masters February 8, 2011, Hilton New York, produced byThe Connected Table.

Photo: Jennifer Mitchell Photography




defining our relationship withfood. Food is culture, self-expres-sion, politics and ethics. It’s aboutthe convergence of good healthand great taste, of convenienceand sustainability.Our Food & Nutrition Practice

includes food bloggers, digitalfood strategists, food and con-sumer health brand specialists,researchers, nutrition, food policyand agriculture experts all whohelp clients master this complexnarrative to succeed.Unparalleled ExpertiseWe connect with today’s stake-

holders all along the food chaincontinuum. We have the insights,experience and resources to reachinfluencers developing policy ormoms making dinner decisions.Our Nutrition Solutions Group iscomprised of 12 registered dieti-tians led by senior nutritionstrategist Mary K. Young MS,RD. We attend and speak atindustry and professional meet-ings enabling us to stay ahead ofthe curve on such importantissues such as food marketing tochildren, front-of -pack labeling,obesity legislation, reimburse-ment and sustainability. KnowledgeableWe follow the trends and

understand the touch points thatimpact brands and business.Through StrategyOne, we con-duct research that gives us andour clients valuable insights andknowledge. For example, ourFood Insights Beltway Barometeruncovered how decision-makingconsumers and Washington, D.C.

opinion elites view modern foodproduction, and provides a snap-shot of the U.S. consumers’ rela-tionship with food and theirexpectations from Field to Fork.Passionate Brand BuildersOur nutrition and wellness

expertise has created longstand-ing client relationships withStarbucks, Dairy Management,Inc. (DMI), Kraft, Butterball,American Egg Board, Quaker, theAmerican Heart Association andthe Mushroom Council amongothers.

FINEMAN PR

330 Townsend Street, Suite 119San Francisco, CA 94107415/392-1000www.finemanpr.com

Michael Fineman, PresidentLorna Bush, Vice PresidentHeidi White, Vice President

Fineman PR, founded in 1988,specializes in Brand PR and crisiscommunications for food andbeverage clients. Our strength isin building strong and appealingbrand identities for our clients. Recent client experience

includes work with Foster FarmsPoultry for its comprehensive“Say No to Plumping” communi-cations campaign to reinforce thecompany’s “fresh and natural”messaging; media relations forthe 2010 Presidential TurkeyPardon which garnered more than300 million media impressionsfor the story of the selectedturkey’s birth, growth and WhiteHouse news conference; for thecompany’s first West CoastChicken Cooking Contest that

brought it unprecedented ties withfood media and culinary associa-tions; and for the company’s firstforay into production outside theWest Coast that, with LouisianaGovernor Bobby Jindal, helpedsave the economy of NortheastLouisiana. Agency work this pastyear also included assignmentsfor a number of wineries, includ-ing the launch of world renownedwinemaker StephaneDerenoncourt’s first Americangrape-to-bottle label. Issues man-agement work included an assign-ment for Annie’s Homegrownfoods.

FLEISHMAN-HILLARD

200 North BroadwaySt. Louis, MO 63102314/982-1700www.fleishmanhillard.comjanet.greenlee@[email protected]@fleishman.com

Practice Group Leaders:Janet Greenlee, AustinShelly Kessen, SacramentoMelissa Novak, Kansas City

Communicating within thefood and agribusiness industrieshas never been more challenging.Globalization and demographicshifts are ushering in an excitingnew world of foods and flavors.The explosion of chronic healthissues caused by aging and obesi-ty demand a better understandingof food’s roles in health and well-ness. New regulatory policiesand guidelines around nutritioncreate a complex landscape thatdefies easy navigation. Ourdesire for a safe, secure food sup-ply is bringing greater scrutinyabout how our food is produced,packaged and shipped.Fleishman-Hillard’s Food &

Agribusiness practice has aunique perspective that flowsthrough the entire food chain andembraces the more urgent need tolink nutrition to a level of con-sumer awareness. This practiceis dedicated to help identify,understand, and manage theincreasingly complex trends andissues affecting business. Thepractice offers a full range ofintegrated communications serv-ices — including public rela-tions, public affairs, digital com-munications, advertising andevent marketing — on a globalscale. The practice is integratedwith the firm’s Sustainability,Healthcare, and Consumer prac-

tices to build communicationsaround relevant consumer issuesand touch points.Clients include: Bumble BeeSeafoods, California Table GrapeCommission, California RaisinMarketing Board, ConAgraFoundation, Desert Glory, Dow,AgroSciences, Fisheries Councilof Canada, Flour FortificationInitiative, Gatorade, HamdiUlukaya, IHOP/Applebee’s,Kansas Beef Council, KubotaTractor Corporation, Mars,Maple Leaf Foods, MidwestDairy Association, MirassouWinery, National Mango Board,Nutrients for Life Foundation,PepsiCo, Perdue Farms,Sunsweet Growers, Texas SweetCitrus, Tri-Lamb Group,Tropicana, U.S. Potato Board.

FOODMINDS, LLC

One Tower Lane, Suite 2610Oakbrook Terrace, IL 60181630/571-4150Fax: 630/[email protected]@[email protected]

Laura Cubillos, RD; BillLayden; Sue Pitman, MA, RD;Partners

A food and nutrition companythat harnesses science, publicaffairs and communications,FoodMinds’ vision is to be atrusted partner in producing novelfood and nutrition positions andprograms that shape the future forits clients. We apply knowledge,critical thinking and industry con-nections to help our clients buildand tell a better story that makes adifference. We pride ourselves onproviding the right mix of talent-ed, seasoned and motivated pro-fessionals — registered dietitians,consumer marketers, mediastrategists, PhDs, science writersand policy experts – to challengethe status quo and achieve greatthings for our clients.Clients include: Applegate

Farms, Bunge, Distilled SpiritsCouncil of the United States,Dairy Management Inc., HassAvocado Board, Kashi Company,Kellogg Company, NationalConfectioners Association,National Potato Council, Noodles& Company, University ofColorado, Denver — Health &Wellness Center, U.S. DairyExport Council, Welch FoodsInc., and Western DairyAssociation.

EEDDEELLMMAANN�Continued from page 21

Yubert Envia, V.P. of Foster Farms Turkey Operations, stands with theFirst Family the day before Thanksgiving when the President tradition-ally “pardons” a turkey. Fineman PR was charged with publicizingFoster Farms’ role and communicating the message that the companytakes great care of its poultry, fit for a President.




HOPE-BECKHAM,INC.

17 Executive Park Dr., Suite 600Atlanta, GA 30329404/[email protected]

David C. Van Voorhis, Director, Business Developmentand Client Relations

From launching new food andbeverage products to the grandopenings of quick serve, casualor fine dining establishments,Hope-Beckham has done it all.Hope-Beckham Inc. excels in

public relations, experientialmarketing and business consult-ing. The agency provides a vari-ety of services to its clients on alocal, regional and nationallevel. In 2007, 2008, 2009 and2010 Hope-Beckham wasawarded O’Dwyer’s TopIndependent PR Firms in Food &Beverage.

How does public relationsrelate to the food and beverageworld?Communication, as with any

food or beverage, is only as goodas the ingredients that go intothem … Hope-Beckham has theperfect blend of experience in avariety of communicationsstrategies to create the perfectrecipe for success.

HUNTER PUBLICRELATIONS

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

Grace Leong, Jonathan Lyon,Claire Burke, Mark Newman,Jason Winocour, Donetta Allen,Gigi Russo, Partners

Hunter Public Relations is anaward-winning, top-ranked mar-keting communications firm spe-cializing in consumer brands andlifestyle public relations with par-ticular expertise in food, beverages,wines and spirits. Our 75-person,independently owned and operatedfirm offers strategic marketing PRservices including: creative brain-storming and facilitation; tradition-al and social media relations; spe-cial event production and sponsor-ships; product introductions andanniversaries; nutrition and recipe

initiatives; local market events; tal-ent negotiations and spokespersonmedia tours; and crisis counseling. Clients include some of the

strongest and most respected con-sumer packaged goods companiesand brands including Kraft Foods(Jell-O, Kraft Macaroni & Cheese),E&J Gallo Winery, Diageo(Johnnie Walker, Ketel OneVodka), Kellogg’s, Campbell’s,Arby’s, and Tabasco, Hunter PR’sfirst client 21 years ago, and still aclient today. Revitalizing mature brands, cre-

ating buzz around new productsand building awareness among keyinfluencer groups (including theepicurean, dietetic and medicalcommunities) are among the firm’sspecific areas of expertise. Namedin 2010 as both a “Best Digital PRFirm” and a “Best Place to Work,”Hunter Public Relations is proud tobe a communications firm wherethe best brand teams and compa-nies want to place and keep theirbusiness and where the best talentin the business wants to work.

JB CUMBERLANDPUBLIC RELATIONS

133 W. 25th St., Floor 9ENew York, NY 10001646/230-6940Fax: 646/[email protected]

Cluttered categories and over-stocked retail shelves — in a mar-ket flooded with competing prod-ucts and messages, companies facethe challenge of standing out, sell-ing-in and selling-through: this iswhat we are hired to do!For more than 25 years, JB

Cumberland Public Relations(JBC PR) has been helping clientsdistinguish themselves from com-petitors and imitators, while help-ing them achieve their ultimategoal: selling products!We achieve this goal through

strategic media campaigns, con-stantly leveraging our outstandingcontacts with key editors, writers,producers and bloggers in theindustry; through social media andonline projects; through specialevents, seminars and TV appear-ances — always adapting our strat-egy and tactics according to theclient’s needs.We understand our clients’ mar-

kets, their businesses and theirproducts — whether beverage,specialty food or housewares — somuch so that one client’s whole-sale business has tripled since our

partnership began, and anotherclient’s wholesale business hasquadrupled. Two other clients havebecome category leaders withoutdropping a dime on advertising,and with our help, another client isin the process of creating a newniche market.This is what we have done and

continue to do for brands asdiverse as Australian Lamb,ZeroWater, Bodum Coffee, iSiEspuma Cuisine and Whippers,Curious Chef, Twinings Tea, St.Dalfour Fruit Spreads, Nambé,Fusionbrands, Joseph Joseph,Starfrit and Cat Cora Cookware.

JS2 COMMUNICATIONS

661 North Harper Ave., Suite 208Los Angeles, CA 90048323/866-0880Fax: 323/866-0882www.js2comm.com

99 Madison Avenue, 5th FloorNew York, NY 10016646/430-5645Fax: 646/430-5631

Founded by Jill Sandin and JeffSmith in 2001, JS²Communications is an award-winning, bi-coastal PR agencydedicated to strategic solutions,candid counsel and tangibleresults. The largest of its fourpractice areas, the Food &Beverage Division, boasts AAA+clients in both its Los Angeles andNew York offices including thewest coast division of the PatinaRestaurant Group, which includesmore than 30 award-winninglocations, Coffee Bean and TeaLeaf, the oldest and largest U.S.based, privately held, global andspecialty coffee and tea retailer,Chicago-Inspired bar and restau-rant Rush Street and fast casual


Starfrit, a JB Cumberland PR client, unveiled the Cat Cora by Starfritcollection at the Atlanta International Gift & Home FurnishingsMarket in January 2011.

Hunter PR helped launch KRAFT Macaroni & Cheese newest variety,Cheddar Explosion, with a bang. Here, 11-year-old Casey Rogers ofTerrell, TX, gets ready to trigger the implosion of Texas Stadium infront of thousands of spectators, setting off a media frenzy generat-ing 1,430 placements, 914 million media impressions, and attractingmore than 180,000 Facebook fans.




regional restaurant group TenderGreens. New F & B clients on both

coasts include multi award-win-ning California craft beerbar/restaurant, Tony’s DartsAway; its sister Echo Parkbar/restaurant, Mohawk Bend;Culver City Gastropub,Waterloo & City; contemporaryKorean restaurant, ChamKorean Bistro; CaliforniaArtisanal restaurant/market,FARMSHOP; multiple locationsof the Grill Concepts classic,upscale grill, The Grill on theAlley; Omni Los AngelesHotels’ signature fine-diningrestaurant, Noé; Culver CityBar/Restaurant, City Tavern;fast casual New York pasta con-cept, Hello Pasta; New Yorksushi restaurant and to-go con-cept, Mai Cuisine and New Yorkkosher premium ice-cream,Chozen.

JSH&A

Member of IPREX2 TransAm Plaza Drive, Suite 450Oakbrook Terrace, IL 60181630/932-4242www.jsha.com

Jonni Hegenderfer, CEOJim Kokoris, President

JSH&A is known for innova-tive, cross-media PR strategiesdelivering award-winning cam-paigns for industry leaders suchas The Hershey Co.,McDonald’s, Beam GlobalSpirits and Wine, and ConAgra.The agency’s trademarked LIFTM

Style PR and Social LIFTM

approach drives 360-degree pro-grams launching brands and sup-porting marketing promotionsboth online and offline. Whether working with celebri-

ties, fitness and nutrition gurus,hot new chefs and master dis-tillers, or mommy and daddybloggers, the food and beverageteam at JSH&A knows the magic

of building buzz to build sales.We’ve roasted marshmallowswith bloggers around theS’mores campfire at BlogHer.We’ve hosted Great WhiskeyDebates and cookie exchangeparties for thousands of holidaybakers. Facebook contests, NYCmedia events, Times Square con-sumer meet-ups and Twitter par-ties are just the beginning of afull-circle PR initiative connect-ing brand-thusiasts in an interac-tive community.Our clients have appeared on

Rachel Ray, Martha Stewart,Today, Fox & Friends, SquawkBox, HGTV, E! and a long list ofpopular TV programs. They’vebeen featured in the dailies, theweeklies, the womens maga-zines, the business pages and, ofcourse, they’ve engaged inunending conversations in theBlogosphere.As a member of the IPREX

network, JSH&A provides best-in-class PR capabilities forclients around the globe.

KAPLOW

19 West 44th Street, Suite 601New York, NY 10036www.kaplowpr.com

Liz Kaplow, President and CEO

An award-winning, full-serv-ice PR agency founded in 1991with vast experience in the con-sumer sector, Kaplow changesconversations building brandmomentum and producing meas-urable results that impact thebottom line.Kaplow’s Retail, Food and

Wine practice has developed andexecuted strategic programs formajor, best-in-class brands,including: Constellation Wines— Robert Mondavi PrivateSelection and Woodbridgebrands, to Newman’s Own, toour long-standing work forTarget’s diverse collection ofproprietary consumable brandsfrom Archer Farms to ChoxieChocolate.In a changing media land-

scape, Kaplow and our K:Drivespecialty division take clients’brands beyond the edges of tradi-tional media into social media,blogs, and other emerging plat-forms.Kaplow intimately connects

clients to the people, industries,and opinion influencers whocount. We’re not just sparkingconversations; we’re changingthem.

LANE PR

905 SW 16th AvenuePortland, OR 97205503/221-0480www.lanepr.com

Wendy Lane Stevens, PresidentKristen Siefkin, VP, Food andBeverage Practice

Nationally recognized LANE PRshapes opinions, drives sales andbuilds brands from the influentialfood and beverage hubs of NewYork and Portland, Ore. Our passion and our focus: turn-

ing buzz into business. Ourstrengths lie in our strategicapproach, extensive media contactsand collective expertise in connect-ing clients to the audiences that mat-ter most. We fuel the zeal of javajunkies online, growing a drive-through coffee compa-ny’s Facebook fan base to morethan 100,000 in one year. We revi-talize time-tested brands by givingthe media a new way to experiencethem, such as in a hands-on “CabLab” at a legendary Napa winery.We introduce and grow the aware-ness of unique origins and theirproducts, whether cocoa beans orolive oils. We take a story, we runwith it and we enthusiastically shareit with key media and influencers.Our team of business-driven

marketing professionals shares anobsession for all things related tothe food and beverage industry.Since our inception in 1990, LANEPR has represented food & bever-age, restaurant, hospitality and retailclients on a regional, national andinternational level, includingMoonstruck Chocolate Co., Tully’sCoffee, Whole Foods Markets,Pacific Seafood, International OliveCouncil, Wines from Spain, E&JGallo Winery, Hood RiverDistillers, Dutch Bros. Coffee,Burgerville, Redhook Ale Breweryand Widmer Brothers Brewing.

LEE & ASSOCIATES

145 S. Fairfax Ave., #301Los Angeles, CA 90036323/[email protected]

Howard Pearlstein, Principal

Lee & Assocs. offers strategicplanning, program evaluation,media relations, product launch-

T h e A m e r i c a s • E u r o p e • A s i a P a c i f i c • M i d d l e E a s t w w w . r u d e r f i n n . c o m

rfrelate@ruderfi nn.com

socialstorytelling

socialnetworking

socialactivation

JJSS22 CCOOMMMMSS..�Continued from page 23


Lee & Associates principal/VP, Howard Pearlstein (left) and SteveKasmar, Los Angeles Trade Tech Culinary School Director (right)congratulate the student chef winners in the school’s 13th annualMrs. Cubbison’s Thanksgiving Stuffing Cook-off. The event was cre-ated and is produced each year as a major media event by Lee &Associates for Mrs. Cubbison’s Foods, a client for over 60 years.

JSH&A greeted mommy bloggers around the campfire at theHershey’s “S’mores Snacktivity Suite” during BlogHer. Hundreds ofwomen visited the suite meeting with Hershey’s representatives andlater blogging about their delicious experience.


T h e A m e r i c a s • E u r o p e • A s i a P a c i f i c • M i d d l e E a s t w w w . r u d e r f i n n . c o m

rfrelate@ruderfi nn.com

socialstorytelling

socialnetworking

socialactivation




es, consumer education, recipedevelopment, special events, cri-sis management and corporate PRservices to its food & beverageclient roster.Founded in 1950, the agency is

proud of its Western ResearchKitchens division, which featureshome economists, nutritionists,dietitians, chefs and medical doc-tors. The firm has representedPepsiCo, Del Monte, AmericanHome Foods and Suntory Int’l, aswell as brand names like JohnMorrell, Florida’s Natural FruitSnacks, Morehouse Mustard andMrs. Cubbison’s Foods (stuffingand croutons — a client for 60years). Additional clients includetrade associations and marketingboards, from California apples,eggs, figs, prunes, seafood andtomatoes to Hawaiian papaya,Oregon potatoes and the NewZealand Trade Commission.

MALONEY & FOX

89 Fifth Avenue, 4th floorNew York, NY 10003212/[email protected] www.maloneyfox.com

Brian Maloney, Margie Fox,PartnersHal Bienstock, New Business

Whether creating a series of con-sumer cocktail classes throughout

the US for Hendrick’s Gin, devel-oping a supper club titled “TheTupper Club” for TupperwareBrands, or producing a simultane-ous three-city auction for world-renowned Glenfiddich withChristie’s, Maloney & Fox (M&F)packs a strong punch using its col-lective creativity, passion for popculture and deep insights into con-sumer behavior to make leadingfood and beverage brands relevantto people’s lifestyles. Since estab-lishing our Food & Beverage prac-tice six years ago, we’ve revitalizedbrands after decades of decliningsales, launched new products toniche audiences and helped bring tolife some formerly staid favorites.M&F’s expertise in the Food &

Beverage space covers Wine &Spirits brands, includingHendrick’s Gin, The BalvenieSingle Malt Scotch Whisky, SailorJerry Rum, Milagro Tequila,Hudson Whiskey and Lillet. As theagency representing 15 brandswithin the William Grant & Sonsportfolio, M&F has taken its lovefor cocktails and turned it into apassion for creating award-winningPR campaigns, experiential eventsthroughout the country like TheBalvenie Roadshow, TheHendrick’s Enchanted Forest ofCuriosities and The DelightfullyPeculiar Cocktail Academy, inaddition to effective social mediastrategies through avenues includ-ing Facebook and Twitter.Most recently, M&F has entered

the world of food storage as AORfor the world-famous TupperwareBrands taking it to new audiences

through smart partnerships withfashion designers and celebrities tochefs and musicians, amplifying itsgeneral perception and massivelyraising media awareness.M&F also created and managed;

The introduction of the Italian beer,Peroni, to the U.S. market;Developed a picnicking programfor Mercedes-Benz USA and itspartner, The James BeardFoundation; Revitalized Drambuiethrough the Drambuie Den andDrambuie Pursuit experiential mar-keting efforts; Launched Bacardi’sRubi Rey rum and Vanille Royalecrème liqueur in multiple test mar-kets; Developed a guerilla market-ing campaign for Bob EvansRestaurants, and created mediacampaigns for gourmet food brandsIle de France cheese and RobertRothschild Farm.M&F, a Waggener Edstrom

Company, has won more than 60marketing and PR awards includ-ing the 2010 Bulldog Awards SmallPR Agency of the Year, 2007 GoldMercury Award, the 2006 SilverCreativity Award and the PlatinumMarcom Creative Award for ourwork with Drambuie and the 2007American Business Award for BestCreative Organization.

MARINA MAHERCOMMUNICATIONS

INC.

Member of the Worldcom PublicRelations Group830 Third AvenueNew York, NY 10022212/485-6800Fax: 212/355-6318www.mahercomm.com

Nancy Lowman LaBadie, EVPDeLisa Harmon, ManagingDirector, Food & BeverageLoren Fisher Coleman, SVP,Food & Beverage

The Food & Beverage Practiceat Marina Maher Communications,Inc. (MMC) creates delicious popculture and lifestyle relevance forfood, wine and spirits brands. Withan expertise in marketing towomen, the team partners withindustry insiders — celebrity chefs,mixologists, and nutritionists — tocraft five-star communications pro-grams that lure consumers to thetable. MMC works with BimboBakeries USA on Thomas’, Boboli,Arnold and Oroweat Bread as wellas Post Cereals on adult and chil-dren’s brands: Post ShreddedWheat, Raisin Bran, Grape Nuts,Honey Bunches of Oats, Great

Grains, and Pebbles. For PernodRicard, MMC represents thewhiskey portfolio includingJameson, The Glenlivet and ChivasRegal. MMC also partners withTerlato Wines International onSanta Margherita and MarkhamVineyards. MMC’s expertise in traditional

and social media and special eventsresult in high profile media cover-age rarely seen in the category.

MARX LAYNE &COMPANY

31420 Northwestern Hwy., #100Farmington Hills, MI 48334248/855-6777 Ext. [email protected]

Michael Layne, ManagingPartner

Marx Layne has been providingcost-effective marketing, publicrelations and social media serviceson a local, regional and nationalbasis to the food and beverage sec-tor since 1987.Services offered to clients

include media relations, productpublicity, crisis and issues manage-ment, internal communications,special events planning, socialmedia, online reputation manage-ment, direct mail, e-blasts, graphicdesign, Web development, andbrochure and newsletter produc-tion.Clients include fine dining

restaurants, quick service restau-rants, supermarket chains, and foodand beverage manufacturers andsuppliers.

M BOOTH & ASSOCIATES

300 Park Avenue SouthNew York, NY 10010212/481-7000www.mbooth.combetter4you.mbooth.com

Margaret Booth, PresidentRich Goldblatt, SVP, GroupDirector Joyce Yaeger, SVP, GroupDirectorLauren Swartz, SVP, Director,Wine & Spirits

M Booth’s innovativeBetter4You offering continued toscore success in its third year of out-reach to food and nutrition brandsseeking to communicate healthyinnovations, functional benefits andproduct revitalizations to the mar-

LLEEEE && AASSSSOOCCIIAATTEESS�Continued from page 24

More than 300 Detroit commuters were treated to a free breakfast dur-ing the launch of McDonald’s Fruit & Maple Oatmeal. Marx Layne &Company conceptualized the event and managed all details including acomprehensive public relations and social media campaign, coordinat-ing Health Department approval, securing food & paper supplies, order-ing tenting and other rentals, hiring entertainment, purchasing brandedgiveaways and distributing coupons to drive traffic back to stores.




ketplace. In addition to its expanding client

roster, Better4You designed andfielded a groundbreaking study onconsumer attitudes and behaviors inthe dynamic marketplace of health-ier products that found most parentsrank family health a top priority, buthave trouble making it work, bal-ancing pressures of the economyand the demands of fussy familymembers with a concern for health-ier eating. The research also deter-mined six distinct better for youconsumers and the most effectiveways to develop messages andselect channels as means of reach-ing them. M Booth’s Better4You practice

added a tenth advisor, a patientmanagement expert, to its board ofleading national authorities in con-sumer nutrition, health, medicine,pediatrics, fitness, weight manage-ment, and well-being. Better4Youalso relies on a national network of25 registered dietitians who providemessage guidance as well as vehi-cles for local market media amplifi-cation for a range of products in thehealthy consumer marketplace.The Better4You team created

and implemented campaigns forSchwan’s Home Service’s new lineof health management productscalled LiveSmart, specially formu-lated for people coping with specif-ic medical conditions. The teamcreated a multi-tiered, media-drivencampaign on the nutritional benefitsof Pirate’s Booty snacks over theleading potato chips. For Mrs.Dash, the salt-free, flavor-full blendof seasonings, Better4You createdthe Women’s Heart Health Dash, anonline benefit program to benefitthe National Coalition for Womenwith Heart Disease. The practicehas also engineered campaigns formargarines, salad dressings, pasta,frozen food and low carb products,as well as nutraceuticals and eyecare. The agency’s dedicated wine and

spirits team added to its top-shelfportfolio Kahlúa®, imported byPernod Ricard USA. As agency ofrecord for eight years representingthe Scotch portfolio of RémyCointreau USA, Inc. including TheMacallan® Single Malt ScotchWhisky, Highland Park® SingleMalt Scotch Whisky, and TheFamous Grouse®, the team contin-ues to reach key influencers andtastemakers through luxury brandpartnerships, promotional eventsand intimate tastings. The teampartnered The Macallan with chari-ty: water in a global tour reachinghigh net worth individuals and

broke the world record for a bottleof whisky sold at auction. Our workfor NOLET’S® Finest Gins, andHARLEM® Kruiden Liqueurincluded introductions from theNolet Spirits USA. Social mediacontinues to be the vehicle to reachnew consumers for The Macallan,exemplified by the brand’s SXSWInteractive sponsorship, where weasked social media influencers to“Tweet what you taste,” as part ofThe Macallan Tasting Note Project.We increased the conversationabout The Macallan by 139% over5- days and reached a followershipof more than 1.4 million.

M&P FOOD COMMUNICATIONS

INC.

151 N. Michigan Ave., Suite 804Chicago, IL 60601312/201-9101www.mpfood.comBrenda McDowell, PrincipalLisa Rigney, Senior AccountManagerJessie Vicha, Senior AccountManager Liz Rytel-Mudroncik, SeniorAdvisor

M&P builds buzz for clients viasocial and traditional media whencommunicating about food prod-ucts, nutrition stories, recipe con-tests and more. Successful,strategic and on-budget, our pro-grams reach influencers whetherthey broadcast, blog or tweet.Innovative activities and events

move audiences to action, drivetrial and build loyalty per successstories for current clients includ-ing Wilton Enterprises,Dreamfields Pasta, Seneca Foods,Pepsico and Safest ChoicePasteurized Eggs.M&P has provided public rela-

tions/communications services toconsumer food and beverageclients for 20+ years. We arefood-focused, consumer-connect-ed, and client-centered.

MWW GROUP

One Meadowlands PlazaEast Rutherford, NJ 07073201/507-9500www.mww.com

Michael W. Kempner, Pres. &CEOAlissa Blate, EVP, GlobalConsumer Marketing PracticeLeader

Consumer Lifestyle brands

turn to MWW Group because wecontinually raise the bar for ourclients by developing creativesolutions in a constantly shiftingenvironment. At MWW Group,we establish relationshipsbetween brands and consumersthrough integrated public rela-tions and marketing activities thatdrive awareness, engagement andconsideration. We expand mediacoverage beyond the food pagesand into influential lifestyle out-lets, creating lifestyle relevanceand developing emotional con-nections to culinary brands thatdrive trial and brand loyalty.Whether it’s establishing a restau-rant as a top-choice for dining orcreating demand for coffee at anunlikely destination, we capital-ize on trends to position our clientbrands as a vital ingredient inconsumers’ lifestyles. Our experi-ence includes: McDonald’s, SaraLee, Sbarro Italian Eatery, The

Hershey Company, The PopcornFactory, Fannie May Chocolatier,Nutrisystem, Jimmy Dean, BallPark Franks, Gallo Salame,among many others.

PIERSON GRANTPUBLIC

RELATIONS6301 N.W. 5th Way, Suite 2600Ft. Lauderdale, FL 33309954/776-1999www.piersongrant.comwww.highimpactdigital.com

Maria Pierson, CEOJane Grant, President

Pierson Grant PR is a full-service agency with offices inFort Lauderdale, Fla. andRaleigh, N.C., serving a wide

Pierson Grant Public Relations handled publicity for the 25-marketBlizzardmobile tour celebrating the 25th birthday of Dairy Queen’s icon-ic treat. The Blizzardmobile stopped in Omaha, where Warren Buffett,seen here with Dairy Queen CEO and President John Gainor, signed aDQ spoon to be auctioned for Children’s Miracle Network Hospitals.

Just in time for the holidays — and just months after a nationwideegg recall — consumers learned how using raw eggs can be safe, ifpasteurized. Registered Dietitian Dave Grotto preps the WGN-TV setprior to a holiday eggnog demonstration on behalf of M&P client,Safest Choice Pasteurized Eggs.





range of clients with strategic andtactical planning, media andcommunity relations, superiorWeb-based and social media, cri-sis communications and specialevents.Restaurant clients include

Dairy Queen, Olive Garden andMorton’s The Steakhouse.The firm’s fresh thinking helps

clients build brand identity, gen-erates publicity for openings andfood and beverage introductions,brings creativity to special eventsand community relations, andleverages the power of Internetmarketing through its HighImpact Digital division.

POLLOCK COMMUNICATIONS

665 Broadway New York, NY 10012212/[email protected]

Louise Pollock, President

Pollock Communications, is anindependent PR and marketingcommunications agency thatoffers cutting edge expertise forfood, nutrition, health & wellnessand beverage clients. Founded in1991, Pollock pioneered the func-tional food movement, creatingsome of the major food trends ofthe past 10 years including mak-ing tea the healthy drink of thenew millennium and makingchocolate a healthy indulgence.We know how to capitalize onemerging health and wellnesstrends in a credible way, withmedia, consumers and health pro-fessionals.Our knowledge of the latest

research and science in the health& nutrition arena and our under-standing of food policy, enablesus to deliver actionable consumerand market insights and practicalhealth & lifestyle wellness bene-fits for brands and commodities.Our staff includes credentialedregistered dietitians with on-airand editorial experience who canaddress the health & nutritionissues that are top-of-mind fortoday’s editors and reporters —including those who serve as

trusted “watchdogs” for familygatekeepers.We have developed and exe-

cuted innovative social mediaprograms to reach the key health& nutrition influencers online,including blogging initiatives fora global cheese brand and a newjuice beverage for children.The company represents

Ajinomoto Food Ingredients,LLC, Brassica ProtectionProducts, LLC, CranberryInstitute, First Juice, GourmetGarden Herbs & Spices,Presidents Brand Cheese, TeaCouncil of the USA, UnileverPromise, Country Crock & ICan’t Believe It’s Not Butterbrands, the USA Rice Federation,and Wish-Bone Dressings.

PUBLICIS CONSULTANTS

USA

Seattle:424 2nd Avenue WestSeattle, WA 98119206/270-4664Fax: 206/[email protected]

New York:1675 Broadway, 9th FloorNew York, NY 10019

Steve Bryant, President, PublicisConsultants USA

Publicis Consultants USA,part of MSLGROUP, creativelyengages consumers and profes-sionals through lifestyle market-ing in the always-on conversationworld. MSLGROUP is one of theworld’s top five PR and eventsnetworks, offering the best strate-gic advice, insight-guided think-ing and big, compelling ideas —followed by thorough execution— in 83 countries. Publicis Consultants USA

delivers major marketing successthrough its specialized staff,extensive influencer contacts,social and traditional media serv-ices, print & digital design team,healthcare and nutrition expert-ise, and trade show marketingforce. An in-house PublicisCulinary & Nutrition Center, ledby two registered dietitians, is aunique asset available to clientsand delivers award-winningwork.With offices in New York City

and Seattle, Publicis ConsultantsUSA is a full-service public rela-tions and marketing agency rep-resenting top-tier brands such as

Nestlé and sanofi-aventis, andemerging brands of nationalinterest. Visit us atwww.publicis-pr.com

QUINN & CO.

520 8th Avenue, 21st floorNew York NY 10018212/868-1900Direct: 212/868-1900 x222www.quinnandco.comwww.quinnandco.com/[email protected]: @dsems

David Semanoff, Associate VicePresident and Head of Food,Wine + Spirits

Quinn & Co.’s Food, Wine +Spirits division, led by DavidSemanoff, has a goal of makingQuinn & Co. the go-to firm inFWS. All team members thinklike owners and brand managersto help clients achieve theirgoals. We drive creative cam-paigns, A-list media results, digi-tal/social media initiatives andimportant partnerships. Ourfriends include many clients,chefs, journalists and industrycolleagues. The team conducted the PR for

the high-visibility opening of JimLahey’s celebrated Co. in NYC.Placements reached over264,000,000 potential diners andincreased sales. After Laheyappeared on “MARTHA” almostthe entire audience flocked to Co.We helped propel Chef TonyMantuano to national acclaim;drive business to his Chicagorestaurants, Spiaggia and CafeSpiaggia, and spur sales of hisbook, “Wine Bar Food,” which isnow in its second printing. Over-the-top placements includeChef’s run on Bravo’s “Top ChefMasters” season 2, a guest judgeon “Top Chef: All Stars,”“Nightline,” Wall Street Journal,New York Times (4X), WineEnthusiast, New York Magazine,La Cucina Italiana, HuffingtonPost, Associated Press, USAToday, Food & Wine (2x), O, TheOprah Magazine, People, VanityFair Italy, “The Early Show,”“Today Show,” “The MarthaStewart Show” and “ABC NewsNow.” Chef Mantuano turned to us to

open his latest restaurant, TerzoPiano, at the Art Institute ofChicago’s Modern Wing. Pressto date includes: Food & Wine,New York Times, *Wallpaper,

Quinn & Co.’s David Semanoff at the 2010 US Open with “Top ChefMasters.” L to R: Barbuto Chef Jonathan Waxman, Guest, RMSeafood Chef Rick Moonen, Chef Carmen Gonzalez, STREET ChefSusan Feniger, David Semanoff, Quinn & Co.’s Head of Food, Wine +Spirits, and Q&C Client Spiaggia Chef Tony Mantuano.

Pollock Registered Dietitians attend a brand-focused reception orches-trated by Pollock Communications during ADA FNCE 2010. The recep-tion, attended by over 250 nutrition influencers, communicated keybrand messages through interactive culinary demonstrations, brandedrecipe sampling stations and impactful visual branding elements.


PPIIEERRSSOONN GGRRAANNTT�Continued from page 27


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Details, National GeographicTraveler, Eater, Huffington Post,Tasting Table, Chicago Tribune,NYMag.com, WSJ.com, andother outlets. Last year’s New York City

Wine & Food Festival calledupon Quinn & Co. to handle theonline auction benefitting theFood Bank for New York City.We have orchestrated clientevents and partnerships withorganizations such as: Share ourStrength; Feeding America; USOpen; The Solomon R.Guggenheim Museum; The NewYorker; and Cowgirl Up!, ChefGina DePalma’s Ovarian Cancerresearch charity. For the new The Grande Dalles

winery in Oregon the team hasalready secured coverage inZink, Snooth, Food & Wine.com,and BehindtheBurner.com.Quinn & Co. also represents

Rome’s only three-Michelinstarred restaurant, La Pergola,which is located at the RomeCavalieri, The Waldorf AstoriaCollection; Ithaa Undersearestaurant at Conrad MaldivesRangali Island, which is theworld’s first underwater diningvenue; Chicago-based LevyRestaurants, C-House at theAffinia Chicago; Celsius at CitiPond at Bryant Park and WorldYacht, both in New York. The firm’s culture of team-

work, innovation and accessibili-ty fosters a highly productiveatmosphere among the 40+ pro-

fessionals, from account staff topartners. The focus is on resultsfor FWS, Real Estate and Travelclients.

RF | BINDER

950 Third Avenue, 7th FloorNew York, NY 10022212/994-7600www.rfbinder.com

Amy Binder, CEOAtalanta Rafferty, ExecutiveManaging Director

With the prevalence ofcelebrity chefs, the expansion ofTV programming on cookingand food, and the explosion offood bloggers on the one handand the increasing scrutiny ofhealth and nutrition from regu-lators on the other, the foodindustry is facing new chal-lenges as well as new opportuni-ties. Competition for the con-sumer mindshare is strongerthan ever, and concerns fornutrition and dieting are a per-manent dimension of food andbeverage marketing. Socialmedia is well entrenched as apowerful tool for both consumerinformation and marketing.RF|Binder has worked in everyaspect of food and beveragemarketing and public relationsfrom Dunkin’ Donuts to Cargill,from the 100th anniversary ofthe Fig Newton to Wines ofGermany.RF|Binder brings market and

industry insight, research-basedstrategic and creative program-ming, as well as access to thekey influentials who shape pub-

lic opinion. We provide a widearray of services from consumerpromotions, influencer out-reach, social media, issues man-agement, trade relations andinvestor relations. Our staff hasextensive experience in promot-ing consumer packaged goods,prepared and imported foods,ingredients, supplements, gro-cers, restaurants, quick servicerestaurants, wine, beer, liquors,and coffee. We promote prod-ucts, but we also routinely dealwith the most challenging issues— recalls, labeling, FDAactions, organics, ingredients,health and nutrition, safety, andregulation.As one example — over the

last year, RF|Binder created aseries of unique consumerengagement events to drive trialand awareness of Malaysianfood, including the first-everMalaysian food truck servingfree samples of Malaysian dish-es to over 36,000 consumers.Thanks to this and other con-sumer events, awareness ofMalaysian cuisine has neverbeen higher in New York, andLaut became the first Malaysianrestaurant to earn a prestigiousMichelin star.Current and recent clients

include ARAMARK / 1st &Fresh Catering, AtkinsNutritionals, Bob Evans,Cargill’s Truvia™ naturalsweetener, Chilean SpecialtyFoods, The Culinary Trust,Dagoba Organic Chocolate, Dr.Praeger’s, Dunkin’ Brands,Edible Schoolyard NYC, theEuropean Union (EuropeanRieslings), Hershey’s ScharffenBerger Chocolate, KayemFoods, The Malaysian TradeAssociation (Malaysia Kitchenfor the World), Miller Brewing(Pilsner Urquel), Wegmans,Vinho Verde, Wines ofGermany, and YoCrunch.

RICHMOND PUBLICRELATIONS

1411 Fourth Ave, Suite 610Seattle, WA 98101206/682-6979www.richmondpr.com

Lorne S. Richmond, PresidentJason Hamilton, Sr. VicePresident

Richmond Public Relations, aWorldCom Public RelationsGoup Partner and an award-

winning food and travel publicrelations firm, has coordinatednumerous restaurant openings,developed corporate strategiesand branding campaigns, han-dled crisis management, andfood-related launches for com-panies including: Nabisco,Snackwell’s, Odwalla Juice Co.,Noah's Bagels, Jamba Juice,Lettuce Entertain YouEnterprises, Da Vinci Gourmet,Woodinville Wine Country,Tully's Coffee, Krispy KremeDoughnuts.In addition, RPR has coordi-

nated numerous nationwidefood events such as the Hawaii“Chef's of Aloha Tour,”Sheraton's World Wide GlobalFood Summit in New York andthe Dinner of the Decade featur-ing celebrity chefs WolfgangPuck, Jean Louis Palladin andMichele Richard, and more than20 James Beard Dinner's in NewYork City. Current food and beverage

clients include: CanlisRestaurant, Cedarbrook Lodge,Fortune Foods, Panera Bread,Seattle Sounders FC, SkamaniaLodge, Suncadia Resort, TomDouglas Restaurants, Taco TimeNW, Tap House Grill, The RockWoodfired Pizza & Spirits,Zeeks Pizza, Tulalip ResortCasino, and more.

ROSICA PR

95 Route 17 South, Suite 202Paramus, NJ 07652201/843-5600 www.rosica.comwww.theauthenticbrand.com

Chris Rosica, CEO

Established in 1980, RosicaPR has successfully establishednational brands and generatednational and regional mediacoverage for its food, beverageand hospitality industry clients.Company president ChristopherRosica’s background and train-ing as a chef, food safety expert,food writer and hotel experiencegives the agency further lever-age in the industry.The Rosica team put the

“fame” in Famous AmosChocolate Chip Cookies andintroduced various product linesfor the Uncle Wally’s MuffinCompany, making it the #1branded in-store bakery muffintoday.

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The agency has conductedlong-term PR campaigns forsuch clients as J.R. WatkinsSpices and Extracts, Keeblerand Eggland’s Best. In addi-tion, it has represented severalsupermarkets, including StewLeonard’s in CT, Big Bear inColumbus, Ohio and WestVirginia, and ShopRite storesthroughout New York State.Present clients include GrillDaddy and such spirits brandsas anCnoc, Balblair, OldPulteney, Speyburn, Mekhong,Caorunn Gin, and Thailand’snumber one selling beer, ChangBeer.Rosica’s services include

media relations, Internet mar-keting, (i.e., social media, blog-ging, search engine optimiza-tion and online reputation man-agement), media events, causemarketing, new product intro-ductions, and crisis communica-tions.

RUDER FINN

Global Headquarters301 East 57th StreetNew York, NY 10022212/593-6400www.ruderfinn.com

John McInerney, PublicRelations, 212/715-1607

Scott Schneider, Digital andSocial Media, 212/593-6463

The Food and Beverageindustry is constantly evolving.Although taste remains impor-tant, health benefits, functionaland locally sourced foods, pack-aging innovations and “green”products have become the latestmedia darlings. Our targets areno longer just food and wineeditors and the trade press, butalso everyday consumers thatbecome social media ambassa-dors, celebrity influencers,health and lifestyle reporters inconsumer lifestyle outlets andfood, wine and entertainmentbloggers. Our food and beverage

expertise at the heart of ourLife+Style specialty, allowingus to tap not just our traditionalPR knowledge, but our connec-tion to celebrity chefs, mastersommeliers and health and well-ness experts. We have a passionfor what’s new — tracking inreal time the latest social mediatrends in the food and beveragespace and closely followingfood-focused reality television— and transforming ourselves

into fervent brand ambassadorsfor your product. Whether thetask is creating a digital cam-paign with true viral appeal or amulti-market mobile marketingtour, our team is prepared toembrace the challenge.Among the food and beverage

clients we have championed areMountain Dew, Propel, Nestlécereals, Weightwatchers,Chateau Margaux, MoetHennessy Diageo, Kellogg’sand Gerber.

SCHNEIDER ASSOCIATES

Member of the Worldcom PublicRelations Group2 Oliver Street, Ste. 901Boston, MA 02109617/536-3300Fax: 617/[email protected] www.schneiderpr.com

Joan Schneider, President &Creative DirectorPhil Pennellatore, ChiefOperating Officer/Partner Julie Hall, Executive VicePresident/Partner

When leading CPG compa-nies, quick service restaurants,and artisan manufacturers seek apartner to raise awareness fornew or existing products, theyturn to the Launch PublicRelations® experts at SchneiderAssociates. A full-service publicrelations and integrated market-ing communications firm, wespecialize in launching newproducts, re-launching iconbrands, and building and sus-taining visibility with our pro-prietary launch process. In 2010, we helped to cele-

brate the 65th anniversary ofclient Baskin-Robbins when thebrand retired five classic fla-vors. The campaign resulted innational and regional print andbroadcast media coverage,including ABC Evening Newswith Diane Sawyer.Agency services include mes-

saging, media relations, socialmedia strategy and execution,special events, crisis communi-cations, spokesperson training,influencer outreach, branddevelopment, launch consulting,Immersion Marketing® and cre-ative services. Learn more abouthow Schneider Associateslaunches products, services,companies and communities atwww.schneiderpr.com

TREVELINO/KELLER

King Plow Arts Center949 W. Marietta St., Suite X-106Atlanta, GA 30318404/214-0722Fax: 404/[email protected]

Trevelino/Keller has becomeone of the most sought after foodand beverage agencies in thecountry for emerging and estab-lished corporate and franchisemulti-market concepts.Specializing in public relations,social media and brand commu-nications, the firm works close-ly with its clients on brand posi-tioning, store experience, indus-try relations, national and localmedia relations, executive visi-bility, social marketing and cri-sis communications, in supportof business and consumer sales.Experienced in fine dining,casual, fast casual and quickservice, the firm also worksdirectly with food and beveragepackaged goods and retailers.With a changing marketplace,the firm’s ambition is to get outin front of the market in relationto supporting more responsiblefood society, promoting compa-nies with healthy nutritionalstrategies, organics, sustainabil-ity and farm to table. As anexample, the firm concepted andis launching on behalf of TCBY,“Super Fro-Yo,” a super nutri-tional classification that distin-guishes the brand from others inthe category.

TRUTH BE TOLD,INC.

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

9350 Wilshire Blvd., Suite 324Beverly Hills, CA 90210310/550-7200Fax: 310/550-7240

Stacy Kaplan and AmandaSchuon, Founders

Truth Be Told, Inc. is a pre-mier public relations, branddevelopment, event manage-

The Schneider Associates team at Baskin-Robbins’ Brand Central inCanton, MA for the brand’s 65th anniversary celebration and retirementceremony for five classic ice cream flavors.

RROOSSIICCAA PPRR�Continued from page 30


The April issue of O’Dwyer’s will feature acompany profiles section on social mediaPR, and a separate profiles section show-casing video and broadcast services.

If you would like your firm to be listed,contact Editor Jon Gingerich at 646/843-2080 or [email protected]


1,700 FIRMS LISTED IN 2010 DIRECTORYINCLUDES 300 IN 42 COUNTRIES!

Only $95 for the 370-page 2011 O’Dwyer’s Directory of Public Relations Firms

O’Dwyer’s Directory gives you quick access tolarge, medium-sized, and small PR firms and evenexperienced freelancers who work out of theirhomes. Whether you seek a long-term, worldwiderelationship or need extra help on a project,O’Dwyer’s Directory is the place to shop.

• Public Relations• Social Media• Branding• Investor Relations• Employee Communications• Internet PR• Product Publicity

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ment, and entertainment agencywith offices in New York andLos Angeles. Founders StacyKaplan and Amanda Schuon areperfectly contrasting and com-plementary in their approach toclients, demonstrated by thepartnership they have forged. In its ninth year, Truth Be Told

is a front runner among commu-nications agencies as public rela-tions pulls up its chair and takesits rightful place at the marketingtable. Known for their profes-sionalism, integrated, strategicand creative programming,Truth Be Told focuses primarilyon luxury lifestyle brandsincluding: wine and spirits, pub-lishing, youth and baby, travel,hotels, hospitality, entertain-ment/celebrity, cultural institu-tions, beauty, fashion and acces-sories.Truth Be Told reaches the

“trenders, spenders and recom-menders,” on both coasts byfocusing on long-term strategyrather than quick hits. Withsound judgment and commonsense, this boutique firm pro-vides small agency service withbig agency reach. Senior levelinvolvement at every stage ofprogramming, allows Truth BeTold to provide big-picturebranding that goes well beyondtraditional public relations.Service offerings include:

media relations, brand buildingevents, social media utilization,product launches, integrated

marketing concepts, promotionsand events, corporate identityand cause-related programming.

TUFTS UNIVERSITYFRIEDMANSCHOOL OF NUTRITION

150 Harrison AvenueBoston, MA 02111617/[email protected]@tufts.eduwww.nutrition.tufts.edu

Paul Giguere, Sr. Director ofAcademic InitiativesMark Krumm, Director ofCommunications

Tufts Friedman School ofNutrition Science and Policyannounces graduate-level onlinecourses which award a certifi-cate in Nutrition Science andCommunications for PublicRelations Professionals.Accredited courses are taughtby the renowned faculty of Tuftsand maintain identical academicstandards to those offered to ourdegree-track students. TheNutrition Science andCommunications programbuilds on the strength of theSchool’s communications grad-uate programs, recognized bythe food industry as the leadingprogram in the United States.The online courses provide an

opportunity for midcareer pro-fessional to advance theirknowledge while they work.FoodMinds LLC, is the found-ing Dean’s Circle sponsor of theprogram. Weber Shandwick is

also a Dean’s Circle supporter.Edelman, PollockCommunications, PMKAssociates, Inc., Fleishman-Hillard, and Ketchum have alsosupported the creation of theprogram. Courses begin September,

2011. Information, includingscholarship opportunities andtuition for corporate groups isonline at nutri-tion.tufts.edu/certificates or byemail at [email protected].

WEBER SHANDWICK

676 North St. Clair, Suite 1000Chicago, IL 60611312/988-2300www.webershandwick.com

Gail Heimann, Vice ChairCathy Calhoun, President, NorthAmericaJanet Helm, MS, RD, Chief Foodand Nutrition Strategist, NorthAmerica

Weber Shandwick has builtone of the largest food and nutri-tion practices in the country —with proven expertise in brandbuilding, consumer educationcampaigns, influencer outreach,scientific communications,issues management and crisiscounseling. The Food & Nutrition practice

is staffed by some of the indus-try’s most strategic senior coun-selors and content experts —including registered dietitians,PhD nutrition scientists, formerand current journalists andtrained chefs. These imbeddedexperts have extensive experi-ence in public-private partner-ships, alliance building, food andagriculture policy, food regula-tions, sustainability and foodsafety.Weber Shandwick has created

a unique niche as nutrition com-munity managers by buildingand supporting the NutritionBlog Network, the first aggrega-tor of blogs written by registereddietitians. The firm has providedsocial media training for theAmerican Dietetic Associationand maintains a proprietary net-work of dietitians across thecountry that is deployed onbehalf of clients.Whether launching a new

product or repositioning a brand,Weber Shandwick uses aninsight-driven approach to build

advocates in this new era ofengagement. Clients includemany of the world’s leading foodcompanies, such as Kraft Foods,Campbell Soup Company,McCormick, Mars, Inc., OceanSpray, Yum!, Unilever, Pinnacle,Nestle and ALDI. Programsinclude the iconic Weinermobile,Pepsi Refresh (digital), the first-ever “face from space” for KFCand the introduction of WeightWatchers PointsPlus withJennifer Hudson.Weber Shandwick also has

deep expertise in turning com-modities into brands with award-winning campaigns for the MilkProcessor Education Program(National Milk Mustache “gotmilk?” campaign), National PorkBoard and Cherry MarketingInstitute.

ZENZI

646 Valley Ave., Suite CSolana Beach, CA 92075858/523-9020www.zenzi.com

Sarah Hardwick, Founder &CEO Julie Lyons, Vice President ofFood/Beverage

Zenzi is an integrated PR andsocial media agency dedicatedto helping companies of allsizes cut through the clutter,stay ahead of the competitionand “Be Known.” Founded in2002, the Zenzi team is passion-ate about all things food andadept at leveraging innovativetactics including cause market-ing, crowdsourcing and mobile.On behalf of Dreyer’s FruitBars, Zenzi’s CommunitiesTake Root campaign successful-ly built brand awareness, loyal-ty and engagement through apartnership with the Fruit TreePlanting Foundation. In lessthan three months, 70,000 peo-ple went online to vote for anorchard in their community.Zenzi took crowdsourcing to anew level for Chiquita Brands,promoting a contest for con-sumers to design the iconic bluestickers featured on millions ofbananas and garnering top-tiercoverage in New York Times,TIME and Fast Company.Whether it’s sampling a producton college campuses, industrythought leadership, blogger out-reach or online marketing,Zenzi has the connections andexpertise to do it all. �

Zenzi’s cause marketing campaign for Dreyer’s & Edy’s supplied FruitTree Orchards to communities in need of a fresh fruit source foryears to come.

TTRRUUTTHH BBEE TTOOLLDD,, IINNCC..�Continued from page 32


© Copyright 2010 The J.R. O'Dwyer Co.

O’DWYER’S RANKINGS OFFOOD & BEVERAGE PR FIRMS

Edelman New York

APCO Worldwide Wash., D.C.

Hunter PR New York

FoodMinds Oakbrook Terrace, IL

Regan Communications Group Boston

RF | Binder Partners New York

5W Public Relations New York

Coyne PR Parsippany, NJ

RL PR & Marketing Los Angeles

Dye, Van Mol & Lawrence Nashville

Zeno Group New York

O'Malley Hansen Comms. Chicago

Linhart PR Denver

Kohnstamm Comms. St. Paul, MN

zcomm Bethesda, MD

Lane Public Relations Portland, OR

Schneider Assocs. Boston

Allison & Partners San Francisco

JS2 Communications Los Angeles

Lee & Assocs. Los Angeles

The Kotchen Group Farmington, CT

The Rogers Group Los Angeles

VPE PR S. Pasadena, CA

M/C/C Dallas

Pierson Grant PR Ft. Lauderdale

Charleston | Orwig Hartland, WI

Gregory FCA Comms. Ardmore, PA

11..

22..

33..

44..

55..

66..

77..

88..

99..

1100..

1111..

1122..

1133..

1144..

1155..

1166..

1177..

1188..

1199..

2200..

2211..

2222..

2233..

2244..

2255..

2266..

2277..

$51,947,570

6,546,408

5,669,985

5,651,110

3,800,000

3,500,000

3,055,177

2,571,000

1,902,034

1,602,615

1,336,662

1,319,000

983,794

857,869

825,792

816,627

772,750

651,859

642,000

636,000

513,431

504,232

501,370

500,000

478,050

457,428

435,000

Lambert, Edwards & Assocs. Grand Rapids, MI

Trevelino/Keller Comms. Atlanta

Kaplow New York

Catalyst PR New York

Richmond PR Seattle

IW Group W. Hollywood, CA

Morgan & Myers Waukesha, WI

Seigenthaler PR Nashville

Levick Strategic Comms. Wash., D.C.

BizCom Assocs. Addison, TX

BLAZE Santa Monica, CA

Red Sky Public Relations Boise

Maccabee Group Minneapolis

TransMedia Group Boca Raton, FL

Luckie Strategic PR Birmingham, AL

Zeppos & Assocs. Milwaukee

The Kotchen Group Hartford, CT

CooperKatz & Co. New York

McNeely Pigott & Fox Nashville

New West Louisville

Rosica Public Relations Parsippany, NJ

Travers, Collins & Co. Buffalo

Vollmer PR Houston

Boardroom Comms. Plantation, FL

Rasky Baerlein Boston

Intermark Group Birmingham, AL

rbb Public Relations Miami

2288..

2299..

3300..

3311..

3322..

3333..

3344..

3355..

3366..

3377..

3388..

3399..

4400..

4411..

4422..

4433..

4444..

4455..

4466..

4477..

4488..

4499..

5500..

5511..

5522..

5533..

5544..

419,728

300,000

300,000

300,000

292,352

284,000

275,699

274,911

255,582

230,000

181,140

170,566

170,207

170,000

157,559

154,917

150,930

150,476

115,851

115,091

91,146

73,052

64,501

50,000

48,373

37,000

20,000



Some years ago, a friend of mineworked for the biggest public rela-tions agency in the world.

A dreaded vice chairman at the firm wasnotorious for “step-ping on” the timesheets of subordi-nates, i.e. adding his$500/hour billing rateon top of an account’smonthly statements,even though he haddone nothing to assistin the account’s management.The end result wasthat clients wouldunknowingly bebilled an extra coupleof thousand clams amonth for work thatwas never done.

My friend brought this up at lunch oneday with the long term CEO of the agency,who was aghast. “I’ve heard reports of thisbefore. I’ll look into it,” he promised. Butmonths later, the vice chairman was stillsteppin’, and the kindly CEO, who wassubsequently canned, hadn’t said a word.This tale of yore comes to mind in thesudden outbreak of ethical lapses amongpublic relations agencies. This year alone:• The former head of Fleishman-Hillard’sLos Angeles office was ordered to startserving three and a half years in the slam-mer for padding consulting bills.• The SEC charged an employee ofinvestor relations firm Market StreetPartners with taking money to provideacquaintances inside information aboutGoogle earnings. • Greenpeace alleged that two PR firms,Ketchum and Dezenhall Resources, wageda campaign to steal confidential informa-tion, to benefit clients Dow Chemical andSasol North America.• Lawyer-turned-PR man Lanny Davis ofLanny Davis & Associates belatedlyresigned as spokesman for Ivory Coaststrongman Laurent Gbagbo, after pocket-ing $200,000 to defend the defeated presi-dent, whose death squads terrorized thecountry and infuriated the internationalcommunity.Obviously, such ethical transgressionsreflect poorly on Fleishman, Ketchum,Dezenhall and Davis. An agency culturethat encourages, or even permits, billpadding, insider trading, illegal surveil-

lance or rationalizing the defense of thugs isseriously flawed. And one would hope thatin retrospect, each firm conducts its owninternal soul-searching to determine howmuch retainer income its reputation isworth.Soul-searching would also be wise forthose associations that look over the prac-tice of PR, in particular the Public RelationsSociety of America and the Council ofPublic Relations Firms. Both are fineorganizations, run by competent individu-als. But both have been sadly silent not onlyin response to these four most recent casesof PR agency ethical abuse, but in the causeof PR ethics generally. Both PRSA and theCouncil have wonderful Codes of Ethics.But these codes are toothless if the leadersof these groups refuse to stand up when oneof their members violates the standardsestablished. What could PRSA or Council of PRFirms leaders do relative to ethics enforce-ment? How ‘bout these for starters?#1. SpeakThe first thing an association executiveshould do when a member has violatedassociation ethical policy is to speak outabout the infraction. Acknowledge as to how the conduct vio-lates what the association and its industrystand for. Other professional organizations– the advertising industry or the medical orlegal profession, for instance — aren’treluctant to speak out or write about mem-bers who violate ethical precepts.Talk may be cheap, but in cases of PRagency ethical violation, silence — particu-larly for a profession that carries the mantleof ethics as a basis for its relevance — is farworse. #2. CensureWhen Charlie Rangel thumbed his noseat Congressional ethical rules and refusedto acknowledge the severity of his abdica-tion of the public trust, the House censuredhim.Some decried the censure as “toothless,”in that the 40-year congressman wasallowed to keep his seat and his rent-con-trolled apartments, and otherwise emergeunscathed. But even the obtuse Rangel himselfadmitted that the censure was an “embar-rassing and painful experience” that had lefta blot on his record that would never bewiped away. Similarly, if PR associations publicly“censured” ethical violators, this wouldserve a similar purpose, of letting agenciesknow that in an industry based on ethical

comportment, no transgression goesunpunished.#3. SanctionIt’s probably unlikely to expect a tradeassociation that is too timid to even mentiona dues paying member’s ethical failings tobe willing to penalize that member for itsquestionable conduct. But what a signal itwould send to the PR business and the vastarmy of PR skeptics abroad in the land. “Impossible,” you say. For inspiration, the PRSA or the Councilof Public Relations Firms need only look ata sister organization in, of all places, theMiddle East. Yes, the Middle East, where the MiddleEast PR Association fined a Dubai memberfirm $4,000 for doctoring and then distrib-uting a photo from the group’s awards ban-quet, that removed the logos of competi-tors.MEPRA put the firm on probation andrequired its staffers to sign the association’sethical code and receive ethical training.The head of the agency acknowledged its“undeniable mistake.” In this country, the birthplace of PR,PRSA apologists argue that the associationhas never been successful at sanctioningmembers and has abolished its mechanismfor prosecuting or persecuting malpractice.“Do we want to be known,” they ask, “forthe number of practitioners we try to kickout each year, or rather, by the thousands ofpractitioners we help to be more ethical andmore appropriately professional eachyear?”How ‘bout both?#4. StudyFinally, if nothing else, the associationsresponsible for the PR business should leadthe charge to examine how PR profession-als regard the issue of “ethics.” The last serious study of PR ethics wasdone 11 years ago by PR Week magazine,which interviewed 1,700 public relationsexecutives and found, among other aston-ishing conclusions, that “44% were uncer-tain about ethics in the field” and that “25%lied on the job.” These findings were so unnerving to afield that prides itself on ethical conduct,that no association, university or agencysince has summoned up the courage torepeat the study — perhaps fearful of thenotoriety that similarly damaging findingswould have on the practice. But the time for new research is now.If PRSA or the Council of PublicRelations Firms is interested at all in“standing up” for what they claim they“stand for,” a good place for them to startwould be to dust off and update the PRWeek ethics study. �

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

PR ethics (or lack thereof)By Fraser Seitel

Professional DevelopmentOPINION



Last month’s column discussedchanges made by The Tax Relief, Unemployment Insurance

Reauthorization and Job Creation Act.This month’s col-umn will discusses some additional provisions.

Employer trans-portation changesPR agencies canprovide theiremployees withtransportation bene-fits that are tax freewithin limits. Thereare three categoriesof benefits: bicyclecommuting reim-

bursements, parking, and transit passesand commuter transportation in a van,bus or similar highway vehicle. Anemployee may receive benefits fromeach category as long as the monthlylimit is not exceeded. If benefits doexceed the monthly limit, the excess istreated as wages subject to income andpayroll taxes. Transit passes/commutertransportation benefits and parking ben-efits may be provided through a salary-reduction arrangement. If this is ineffect, employees can receive tax-freebenefits for commuting.

Transit passesThe combined value of employer pro-vided transit passes plus commuting …is tax free up to $230 per month. If thevalue of benefits for a month does notequal $230, the unused amount is lost and may not be carried over to other months. The exclusion above only applies toregular employees. Partners, more than2% shareholders, and independent con-tractors who are provided passes canexclude from income taxes up to $21 permonth as a tax-free de minimis benefit.

ParkingFor regular employees, the value ofemployer-provided parking spots or sub-sidized parking is tax-free up to $230per month. The parking must be on ornear the employer’s premise, at a masstransit facility such as a train station or

car pooling center. The value of theparking exceeding $230 per month istaxable.

New tax lawThe 2009 Stimulus Act increased thetax-free transportation limit to $230 asdiscussed above. This $230 limit was setto expire at the end of 2010. The new taxlaw extends the increased limit for tran-sit passes and/or van pooling through2011. Also, the IRS recently announcedthat the 2011 tax-free monthly limit fortransit passes and/or pooling is $230(same as 2010). If your agency does not have a transportation program in place, consid-er the benefit. When an employee payspart or all of the cost of public trans-portation by a pre-tax payroll deduction,he or she can set aside up to $230monthly on a pre-tax basis. The employ-ee saves federal withholding and FICApayroll taxes on the amount deducted.The PR agency saves paying FICA onthe amount deducted.

Estate taxYou may remember that as a result ofCongress not dealing with the estate taxlaws, it allowed the estate tax to berepealed for estates of individuals dyingin 2010. Prior estate tax law allowed astep up in basis to fair market value onthe date of death for assets inheritedfrom individuals dying before 2010. Byway of example, an individual owning1,000 shares of ABC PR at a cost basisof $1,000 dies in 2009. The stock istransferred to a friend, fair market value$100,000 at the date of death. The friendreceiving the stock subsequently sells itfor $200,000 in 2011. The capital gain is$100,000 not $195,000. Prior to the Tax Relief Act, individualsdying in 2010 were not subject to theestate tax and permitted a modifiedstepped-up basis for assets inherited.(This provision is not discussed in thecolumn.) The new tax law establishes for estatesof individuals who die in 2011-2012 a$5 million federal estate tax exemptionwith the 2012 amount indexed for infla-tion. (Note, an election can be made forcertain descendants dying in 2010 to fol-low the 2011-2012 changes.) Largeestates will be taxed at 35% above the

$5 million threshold. Unfortunately,after 2012, the exemption reverts back to$1 million. For the first time, married individualswho don’t use up their estate tax exemp-tion will be able to pass along unusedamounts to the surviving spouse. Forexample, if a husband dies and uses $3million of the estate tax exemption, theremaining $2 million will pass to his surviving spouse whose estate taxexemption will now be $7 million. Inother words, unused exemptions of individuals who die in 2011 and 2012(but not 2010) will be “portable.”Unfortunately, unless Congress acts, thisnew provision will sunset after 2012. In fact, for now, all the provision willrevert back to old law if you live past2012.

Gift changesGood news here. The Tax Act sets thelifetime gift tax exemption for 2011 and2012 at $5 million — with 2012 indexedfor inflation. Thus, the gift and estate taxare equalized for 2011 and 2012. This isa significant improvement over the pre-vious $1 million exemption (which con-tinues to apply for 2013). Therefore, anunmarried person can give away up to$5 million in property and married per-sons $10 million. The tax rate on 2011and 2012 gifts in excess of the $5 mil-lion exemption is 35%, same as theestate tax rate.By way of an example: Mary, a verysuccessful 70-year-old owner of a PRagency wants to transfer 50% of her PRagency to her son John, age 35 whoworks for mom. The value of the 50%interest is $4 million. Assuming Marymade no prior gifts and ignoring theannual gift tax exemption, there will beno gift tax on the transfer. AssumingMary dies three years after the gift, onlythe value of the remaining stock will beincluded in her estate. If Mary waits to2013 to make the gift, it is possible thegift tax exemption will only be $1 million. Caution: there can be a state gifttax. States are not obligated to followany of these changes. For example, New York State estate tax provisions to do notfollow the federal changes. However,New York does not have a gift tax. �

What to know about 2010 tax relief act – Part IIBy Richard Goldstein

Financial Management

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



Guest Column

Bill O’Reilly used to be a mediocreTV reporter who found marginalfame hosting a gossip show called

“Inside Edition,” which he once claimedhad won a prestigious Peabody Award untilAl Franken discovered he was fibbing. Later O’Reilly became the big dog at FoxNews, where he vents his spleen Monday

through Friday in theguise of a seriousjournalist, usuallytargeting anythingDemocratic or progressive. Bill-O is brassy,bullying and opinion-ated. In other words,a perfect fit for Fox.So why PresidentBarack Obamawould give this insuf-ferable lout the timeof day is anyone’sguess. But there hewas, sitting for an

interview with O’Reilly before the Super

Bowl. The result was anotherglaring example of why Obama’sPR team is butchering their man’spresidency.By one count, O’Reilly — pre-dictably — cut the President ofthe United States off more than40 times, surpassing even Foxcolleague Bret Baier’s record forrudeness when he sat down tointerrupt Obama last year.It was a performance that went wellbeyond disrespectful. Impartiality wasblown away in a hurricane of O’Reillyhubris. “That interview … is the most widelyviewed interview, I think, of all timebecause of the Internet,” O’Reilly crowedafter verbally mugging Obama. “I wantedpeople who don’t know Fox News and allthey hear about is the liberal media defin-ing us to know that we don’t have any per-sonal animus against the President of theUnited States.”O’Really?Serious journalists interested in facts andinsight customarily let the intervieweecomplete his thoughts. That, and it’s just

common courtesy not to interrupt. Oneshould especially mind their manners whentalking with the most powerful man in theworld.So how is it Fox’s blowhard-in-chief evergot through the front door? In fact, why isFox News still afforded White House presscredentials at all? Where’s the upside?Fox has long since dropped the pretenseof being anything other than a 24-7 com-munications organ for the far right wing ofthe Republican Party, according to a for-mer Fox News employee who came for-ward this week to confirm what many haveknown for some time. “It is (Fox’s) M.O. to undermine theadministration and to undermineDemocrats,” the anonymous source toldMediaMatters for America, a liberal mediawatch dog group. “They’re a propagandaoutfit but they call themselves news. Youhave to work there for a while to under-stand the nods and the winks.”The nods and winks seem to be comingfrom the very top, where former GOPoperative and Fox News president RogerAiles recently called Obama a “socialist.”“… if you watch most of the program-ming on that channel, I don’t think youwould find many of those comments sur-prising,” responded Robert Gibbs, formerWhite House Spokesman.The president has admitted he’s havingtrouble getting his messages across toAmericans. So why pretend Fox is objec-tive and wants to help? It’s like BurgerKing inviting McDonald’s to review itsnewest sandwich. No good can come of it. Yet the president’s PR people let the “fairand balanced” Fox “reporter” make a Bozobop bag out of Obama.It’s all red meat for an audience whomostly didn’t vote for Obama and mostlyhate him and all he represents, thankslargely to Fox and its on-air news and opin-ion talent. The president was a heavyunderdog going in and the field was tiltedin Bill-O’s favor. Obama never had a chance. �

OPINION

Bill-O blitzes ObamaBy Kevin Foley

Kevin Foley isPresident of KEF MediaAssociates, an Atlanta-based producer and dis-tributor of sponsorednews content to televi-sion and radio media.

O’Reilly grills Obama during a Super Bowl Sunday interview.



PEOPLE IN PR

Simmons tradesDisney for DC Comics

Courtney Simmons has moved fromthe VP/Communications slot atDisney Interactive Media Group to

head publicity for Warner Bros.’s DCEntertainment in Burbank, Calif.WB last fall moved to integrate DCEntertainment more closely into WarnerBros. to build more platforms for DC

Comics characterslike Green Lanternand Batman.Simmons takes aSenior VP role tohandle PR strategyfor DC Comics’characters, in addi-tion to overseeingmedia relations andinternal communi-cations for the company. She also

has oversight of its New York-based publicity team.She reports to Executive VP John Rood,who said Simmons is joining at a timewhen the company is working the comicsbusiness into WB’s films, video games,TV and consumer products. Other DC properties include MADmagazine and Vertigo Publishing. Earlier in her career, Simmons was atSony Online Entertainment on the PRlaunch of DC Universe Online, a gamingventure with Warner Bros. She previously headed media relationsand government affairs for The LEGOGroup and headed PR for The Six FlagsTheme Park in Los Angeles.WB rival Disney bought DC rivalMarvel comics in a $4 billion deal in2009. �

Schoen, Otto adviseWeber Shandwick

Weber Shandwick has tappedpollster Doug Schoen andlongtime Procter & Gamble

PR chief Charlotte Otto as senior advi-sors and members of its corporate strategic advisory board.With Burson-Marsteller chief MarkPenn, Schoen is founding partner ofWPP’s Penn, Schoen & Berland. He hascounseled Bill Clinton, New York MayorMike Bloomberg, ex-Indiana Governor/Senator Evan Bayh, Time-Warner, AT&T

and P&G. Schoen is a Fox News contributor andauthor of 10 books, his latest being “MadAs Hell: How the Tea Party Movement IsFundamentally Remaking Our Two-PartySystem.” He will counsel clients onissues management, corporate reputationand PA.Otto stepped down from P&G in 2010after a 13-year stint as its top global PAand external relations officer. She handedmedia relations, product publicity,employee/shareholder communications,government affairs and philanthropyunder five CEOs of the Cincinnati-basedconsumer powerhouse. �

PR pro hits jackpot inFlorida

New Florida Governor Rick Scotthas named Florida Lottery PRchief Cynthia O’Connell head of

the nation’s No. 3 lottery. She is uppedfrom the Director of Research andPromotions post.O’Connell ran O’Connell Consultingbefore joining the Lottery. Earlier, she

was at Hill &Knowlton, whereshe worked as sen-ior VP and GM ofits Tampa office,and WeberShandwick. The widow ofFlorida SupremeCourt Justice andUniversity ofFlorida presidentStephen O’Connell

is a UF trustee.Scott praised O’Connell’s “impressiverecord of leadership and brand manage-ment.” He is confident that O’Connellwill improve the Lottery’s goal of “maxi-mizing revenues for the enhancement ofpublic education.”The Lottery had ticket sales of $3.7Bduring last year, of which $1.2B went to

schools. It employs 400 people and has abudget of more than $130M.The Florida Lottery is currently rollingout instant ticket sales machines through-out the Sunshine State. �

Canna checks in atGCI Health

Elisia Canna, who was ExecutiveVP and Deputy GM of PorterNovelli’s healthcare practice, is

now at GCI Health. Assuming the Director ofConsumer Healthslot, Canna reportsto CEO WendyLund. Lund says Canna’srole will be to makesure GCI considersthe “patient’s pointof view” in its outreach efforts.Canna has handledcampaigns forNicorette, Great American Smokeout,Benadryl and AdvilPM. She also did PRfor prescription brands dealing arthritis,dermatology and mental health.GCI, which is a WPP property, hasmore than 80 staffers. �

Lieberman press secto NBC

Erika Masonhall, Press Secretary forlame duck Sen. Joe Lieberman (I-Conn.), has left for a PR slot at

NBC News.Masonhall has been tapped to managecommunications for “NBC Nightly Newswith Brian Williams,” “Meet the Press”and the network’s political reporting unit. She was previously a communicationsstaffer for the Democratic LeadershipCouncil before joining Lieberman in2007.Amid a difficult political climate for theD emo c r a t - t u r n e d - I n d e p e n d e n t ,Lieberman said last month that he wouldnot seek a fifth term.NBC has also promoted Meghan Piantato publicist under Masonhall and upped“Today” publicist Megan Kopf to director. All report to Lauren Kapp, Senior VP, NBC News Marketing andCommunications. �

Courtney Simmons

Charlotte Otto & Doug Schoen

Elisia Canna

Cynthia O’Connell



WASHINGTON REPORT

SBA eyes web overhaul

The U.S. Small Business Administration is overhauling itsonline communications and improving its website func-tionality and engagement with citizens.

The Obama administration is promoting small business andSBA programs to boost economic recovery, although some members of Congress, which controls the agency’s budget, havesaid they are eyeing cuts to the SBA.The 60-year-old federal agency plans to spend between $500Kand $30M for its duration, which could stretch from 10 monthsto more than four years.A firm will be awarded the business on an “all or none” basis, butjoint ventures can pitch if declared before the proposal deadline.

Cassidy goes to bat forBangladesh

Cassidy & Associates is working for the Institute for U.S.-Bangladesh Relations (Leesburg, Va.) to improve the relationship between the two nations.

Bangladesh has been rocked last month by clashes between riotpolice and investors upset with the big price declines at DhakaStock Exchange. The Muslim country, which bills itself as the“undiscovered gem of Asia,” is eager to offset the drop in remit-tances by Bangladeshis abroad.Perched between China and Pakistan, Bangladesh woos U.S.businesses by touting its strategic location, low-cost workforceand expanding information technology sector.Cassidy’s COO Gregg Hartley is working the Institute’s busi-ness. He is assisted by Senior VP Mark Clack, a veteran of Sen.Ben Cardin’s (D-Md.) staff, and Molly Mark, who worked forformer Sen. Jim Jeffords (I-Vt.).Cassidy had worked for Pakistan, which Bangladesh split fromin 1971 after a bloody civil war, until last January. �

The drug industry’s top trade group has recruited Ketchumsenior VP Josephine Martin to head communications.Martin tooke up the Executive VP, Public Affairs, post on

March 1 at the Pharmaceutical Research and Manufacturers ofAmerica’s Washington, D.C., headquarters overseeing communi-cations and alliance development.PhRMA chief Bill Tauzin stepped down last year. He wasreplaced by John Castellani, who previously headed the BusinessRoundtable. Ken Johnson, a former aide to Tauzin, previouslyserved as Senior VP of Communications for the group. Martin was Senior VP of Public Affairs at Ketchum and heldagency posts at GolinHarris and National Media Inc.She was VP of Communications for the American Red Crossand also has trade association experience as a former Senior VPof PA for the Federation of American Hospitals.PhRMA has added Cassidy & Assocs. to its lobbying line-up todeal with Food and Drug Administration issues and comparativeeffectiveness research matters, according to its federal filing.Cassidy Vice Chmn. & COO Gregg Hartley spearheads thefive-member PhRMA team. �

Ketchum’s Martin to PhRMA

Carney debuts as White HousePress Secretary

Former Time correspondent and bureau chief Jay Carneymade his White House press secretary debut onWednesday, drawing praise with a relatively uneventful

but well-attended briefing.Carney’s first question from the White House press corps

asked how he sees his role as a press secretary and former jour-nalist.“We obviously all here serve the President. I work for him,”

he said. “But the press secretary is a unique position within aWhite House. And not just because I’m a former journalist,because I think every press secretary understood this andunderstands it — I work to promote thePresident and the message that he’s trying— the messages he’s trying to convey tothe American people.”Carney added that he also works to

help reporters do their jobs. “So I thinkit’s been said before that the office thatthe press secretary has is somewhat sym-bolically located about halfway betweenthe briefing room and the Oval Office,and I think that says something aboutwhat the nature of the job is,” he said.Keith Koffler, the veteran W.H. corre-

spondent who pens the White House Dossier blog, calledCarney’s debut “smooth and unruffled” and said he “soundedlike he’d been press secretary for about six years.”He added that “overall, as a professional matter, an excellent

performance. Carney was under extreme pressure, and hepulled through. Even made it look easy.”Writing for GQ, Ana Marie Cox called the debut “less a

news event than a ritual.”She wrote: “He performed as well as anyone in the position

can be expected to: He made no news — not-making-news isin the press secretary’s job description. He was minimallycharming and maximally on point. He wore a dark maroon tiewith blue stripes.”The White House also said that deputy press secretary Bill

Burton is leaving the administration to set up a political con-sulting shop with former Rahm Emanuel adviser SeanSweeney in D.C. �

The scope of work is wide-ranging, from strategic planning andcontent development to social media management, web designand technical analysis of its online operations. �

Jay Carney


Prime Policy Group has an agreement to represent AgimCeku, the former Prime Minister of Kosovo and chief of theKosovo Liberation Army.

As leader of the Social Democratic Partyof Kosovo, Ceku is to brief policymakers onthe post-election landscape in his country.PPG’s agreement calls for a range ofmeetings in D.C. for Ceku with members ofthe National Security Council, State Dept.,House and Senate Committees on ForeignRelations, U.S. Helsinki Commission, thinktanks and media.Special outreach is slated for New YorkDemocratic Congressman Eliot Engel, who“maintains a keen interest in Kosovo,”according to the engagement letter written by Lisa CotterColangelo, Senior International Consultant at PPG.The current work is conducted on a pro bono basis, but PPGlooks to provide more service to the SDPK as the year progresses.Kosovo declared independence from Serbia in 2008. Serbia hascharged Ceku with war crimes.PPG is part of Burson-Marsteller. �

PPG introduces Kosovo politico to D.C.

Agim CekuPhoto: State Dept.

Alston & Bird LLP, Washington, D.C., registered February 4, 2011 for Taipei Economic and Cultural Representative Office in the UnitedStates, Washington, D.C., regarding promoting travel by members of the U.S. Congress to Taiwan, facilitating meetings with members ofPresident Obamaʼs Cabinet and other senior Administration officials, and more.

Blank Rome Government Relations LLC, Washington, D.C., registered January 13, 2011 for Moroccan American Center for Policy,Washington, D.C., regarding supporting the work of the principal, Embassy staff and other consultants to advance the interests of theGovernment of Morocco with U.S. foreign policy decision-makers and opinion leaders.

The Fratelli Group, Washington, D.C., registered January 14, 2011 for the Government of the Republic of Korea, Embassy of the Republicof Korea, Washington, D.C., regarding providing public relations and consulting services.

� NNEEWW FFOORREEIIGGNN AAGGEENNTTSS RREEGGIISSTTRRAATTIIOONN AACCTT FFIILLIINNGGSSFARA 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 commu-nications work on behalf of foreign principals, including governments, political parties, organizations, and individuals.

� NNEEWW LLOOBBBBYYIINNGG DDIISSCCLLOOSSUURREE AACCTT FFIILLIINNGGSSBelow is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of theHouse of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995.For a complete list of filings, visit http://sopr.senate.gov.

Brown Rudnick LLP, Washington, D.C., registered February 4, 2011 for Amazon.com, Seattle, Wash., regarding Internet security.

Capitol Hill Strategies, LLC, Washington, D.C., registered February 9, 2011 for Mortgage Bankers Association, Washington, D.C., regardingreform of Government Sponsored Enterprises (GSEs) and residential mortgage interest deduction.

Crowell Strategies, LLC, Chevy Chase, Md., registered February 11, 2011 for Google, Inc., Mountain View, Calif., regarding energy, greentechnology, wireless policy, copyright and telecomm competition.

The Glover Park Group LLC, Washington, D.C., registered February 14, 2011 for BNSF Railway Company, Fort Worth, Texas, regarding rep-resenting an array of issues whose outcomes will be influenced by the reauthorization of the surface transportation bill.

Greenberg Traurig, LLP, Washington, D.C., registered February 11, 2011 for National Community Pharmacists Association (NCPA),Alexandria, Va., regarding healthcare legislative and regulatory issues affecting independent community pharmacies.

Livingston Group, the D.C. firm of former Speaker of theHouse-designate Bob Livingston, received $132K fromEgypt during the second-half of last year.

A major effort was to help squelch support for an Egypt democ-racy and human rights resolution (Senate Resolution 586) that wasput forward by Sens. John McCain (R-Ariz.) and Russ Feingold(D-Wisc.).The non-binding resolution called for election monitors andrelease of political prisoners. It attracted a dozen co-sponsors butfailed to make it out of the Foreign Relations Committee.According to federal records, Livingston personally led thecharge against the measure, contacting staffers in the offices ofRepublicans Jim DeMint (S.C.), John Barrasso (Wy.), Chris Bond(Mo.), Roger Wicker (Miss.), Jim Inhofe (Okla.), Robert Bennett(Utah), Johnny Isakson (Ga.) and David Vitter (La.).Introduced in July, the resolution rapped the government ofHosni Mubarak for continuing to “harass, intimidate, arbitrarilydetain, and engage in violence against peaceful demonstrators,journalists, human rights activities, and bloggers.”The resolution said “unconditional support for governments thatdo not respect human rights undermines the credibility of the U.S.and creates tensions, including in the Muslim world, that can beexploited.”The firm contacted various think tanks and NGOs onU.S./Egyptian ties and regional security matters in the Middle East.That roster includes Carnegie Endowment for International

Livingston helped squelch Egypt reform bid

International PR News

Lobbying News


Peace, CATO Institute, Freedom House, Israel Policy Forum,Hudson Institute, Center for American Progress, Foundation forMiddle East Peace, Human Rights Watch and Americans for PeaceNow. �



North American Precis Syndicate, Inc., 415Madison Ave., 12th flr., New York, NY 10017.800/222-5551. [email protected];www.napsinfo.com. Dorothy York, President.

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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. Makeyour next news interview yourbest by calling Jon Rosen, ImpactCommunications. Over 25 yearsof news media/training expertise.

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THEPOLITICSBEHINDAMERICAʼS FOODLABELINGSYSTEM. PgDwyer's Magazine - Mar. 201… · alfalfa sprouts were linked to more than 90 cases of salmonella. ... resume postings. Marchmagazine:Layout