Edition, January 24, 2001, Page 1
GOT MILK, GETS WINE
Worldwide edged out Edelman PR Worldwide and Porter Novelli
for the Wine Market Council account, according to John Gillespie,
said the initial budget is "in the neighborhood of $500,000''
a year, but will be hiked as the PR campaign gathers momentum.
selected BSMG because of its commodity goods expertise,
such as the "milk mustache" drive for the dairy industry
and the "other white meat" effort for the pork producers.
president Cathy Calhoun said her firm will "demystify" wine
to encourage people to drink more of it.
The WMC uses BSMG sister firms Bozell Advertising for ads,
and Bozell/Kamstra for web design. Gillespie said those
relationships had nothing to do with picking BSMG for PR.
WRESTLES R&A FOR ANTI-SMOKING PR
Novelli is trying to wrest California's PR effort to discourage
pregnant women from smoking from incumbent Rogers & Assocs.
Those are the only two firms to respond to the RFP put out
in November by the California Children & Families Commission,
according to Kristina Parham, CC&FC's deputy director of
communications. Presentations are set for March 13-15.
budget, which is funded by California's 50 cents-a-pack
tax on cigarettes, is worth $36 million over the next three
PR effort, however, is a complicated affair, according to
the RFP. The statewide PR contractor must provide support
to 58 county commissions, some of which may have their own
started work on the account in Oct. 1999. That contract
terminates at the end of March. Its budget was $4.6 million
Aycoth, EAW Group CEO, told the world's media of last
week's assassination of Congo President Laurent Kabila from
Aycoth's North Carolina hospital bed where he is recovering
from colon surgery...David Mortazavi joined Raytheon
as PR director from Arnold PR in Boston. He has done PR
work at Ocean Spray, BASF Corp. and Baxter Healthcare...Peter
Delbeke, a Burson-Marsteller veteran, is now Rockwell's
director of European communications in Brussels.
DOES JACKSON 'LOVE CHILD' PR
New York PR pro John Scanlon is counseling Rev. Jesse Jackson
on how to deal with news that he fathered a child with a
woman who worked at his Rainbow-Push Coalition office in
"I got involved with Jesse through a friend of a friend,"
Scanlon told this NL. Jackson retained Scanlon to deal with
the National Enquirer scoop that received major play throughout
the country. He distributed Jackson's statement-in which
he asked for "forgiveness, understanding and prayers"-to
Scanlon is affiliated with WestHill Media Strategies in
New York. Most recently, Scanlon helped tobacco giant Brown
and Williamson dig up dirt on whistle-blower Jeff Wigand.
LEO BURNETT PR PACKS IT IN
Burnett PR, which has 132 staffers, is being merged into
sister company Manning, Selvage & Lee in a consolidation
move by Bcom3 Group.
says LBPR has $15 million in annual fees from clients such
as Maytag, Coca-Cola and Oldsmobile.
Mike Grossman, SVP at LBPR, will oversee the merger into
MS&L. His new title is chief integration officer worldwide
SHIFTS TO H&K/HEALTH UNIT
Worldwide PR CEO Kathy Cripps is joining Hill and Knowlton
Feb. 5 as executive managing director of its healthcare
25-year PR veteran was previously at Burson-Marsteller and
Creamer Dickson Basford before founding Sciens in 1991.
is leaving Sciens following the acquisition of its parent
company, Nelson Communications Worldwide, by Publicis Groupe.
CORP. DIRECTORY PUBLISHED
The expanded 2001 O'Dwyer's Directory of Corporate Communications,
listing more than 11,000 PR contacts at nearly 7,000 companies,
associations and government offices, is being published
Hundreds of companies and associations are newly listed
in the directory, which was last published in October 1999.
It will now be published in January.
The 450-page directory lists companies geographically and
by 36 types of industries. It is $130 from the J.R. O'Dwyer
Edition, January 24, 2001, Page 2
RECOVERS MILLIONS OF PR FEES
Mitchell Schrage, a New York-based attorney, has turned
millions of dollars lost in uncollected fees into unexpected
income for PR and ad agencies.
2000, his firm recovered more than $10 million, including
more than $3 million in "found" fees for PR agencies.
PR firm clients have included Edelman PR Worldwide, Cohn
& Wolfe, Burson-Marsteller, and PR21. On the ad side, he
has handled collections for Young & Rubicam, Wunderman Cato
Johnson, ORB and DoubleClick.
Takes Strong Approach
"Because of weak collection efforts and fear of legal costs,
PR and ad agencies do not take a strong enough approach
on the collection of receivables and are walking away from
write-offs to the tune of millions of dollars a year," says
"Don't be so fast to put your old receivable in a drawer"
should be a New Year's resolutioin for PR/ad firms, Schrage
told this NL.
"PR and ad firms write off more and more money with the
rationale, that it's not worth their while to pursue for
various reasons. That is, until it is called to their attention
that there is `found' money that can be readily accessed,"
In representing firms, Schrage's average time for collection
is months rather than years.
"The key is to analyze each file, no matter how small
the amount in controversy, as a breach of contract litigation,
take immediate and decisive action and let the debtor know
that you mean business," Schrage said.
"Debtors are accustomed to demand telephone calls from collection
agency clerks, but when they get a draft summons and complaint
with a demand for a response in 7-10 days in order to avoid
litigation, in most instances, they stand up and pay attention,"
avoid delinquent accounts, Schrage said agencies should
require up-front retainers from start-ups; obtain details
in writing confirming what's expected before work is rendered
for a client, and include language in the contract that
work performed is not contingent on guaranteed results.
MARKETERS MAY ACCESS HEALTH RECORDS
federal medical privacy regulations will, for the first
time, permit doctors, hospitals and other healthservices
and some of their business associates to use personal health
records for marketing and fundraising.
The rules were included in the new federal regulations,
which the Clinton Administration had touted as a landmark
of patient protection.
the exemptions, doctors, clinics, hospitals and others that
normally have access to medical records-along with business
associates working under contract with them-will be allowed
to send out individualized health information and product
promotions, according to The Washington Post.
pregnant women, for instance, could receive pitches about
vitamins or infant healthcare products, said the Post, which
pointed out the exemptions also give foundations affiliated
with hospitals continued access to patient names, ages,
addresses, and telephone numbers for fundraising initiatives.
other things, the regulations will permit pharmacies to
share patients' prescription records with business associates
to target patients with letters reminding them to take medicine,
or to send them "educational materials" sponsored by drugmakers.
Post said the Association for Healthcare Philanthropy was
among the "most aggressive groups" to lobby for the exemptions.
McGintly, who is president of the Falls Church, Va.-based
AHP, said Mike Volpe, an independent PR consultant, handled
media relations work.
SLAUGHTERS PORK AD/PR PROGRAM
The U.S. Department of Agriculture decided Jan. 11 to eliminate
the pork "checkoff" program.
Chicago, which handles the National Pork Producers Council's
consumer ad/PR program under the "other white meat" campaign,
could lose nearly $35 million in billings.
The NPPC and a group of producers and state associations
plan to seek an injunction to sustain the program, under
which pork producers pay to fund marketing and educational
Worldwide handles PR for the NPPC.
EDS GET NEW POSITIONS AT NYT
Kevin McKenna, 45, who has been technology editor of The
New York Times, was named editor of "Circuits," the Thursday
replaces James Gorman, 51, who will move to the "Weekend"
section on Feb. 1 to begin a column about the natural world
and outdoor recreation. Gorman will also help to create
a Times radio program based on Circuits.
Richard Meislin, 47, succeeds McKenna as technology editor.
Meislin will oversee the coverage of the field for "Business
Day" and other daily sections.
had been editor-in-chief of New York Times Digital, the
Gallagher, 40, who has owned and operated Communications
Strategies, Washington, D.C., since the early 1990s, died
Jan. 6. Her firm helped large companies address environmental
cleanups from a PR perspective...Eugene Friedmann,
72, a former senior associate for Development Assocs. and
PA officer with the U.S. Information Agency, died Jan. 11.
During his term with USIA from 1955-89, Friedmann was counselor
for PA at the U.S. Embassy in South Africa, and served in
PA posts in Chile, Argentina and El Salvador. After retiring
from the Agency, he joined Arlington, Va.-based Development
Edition, January 24, 2001, Page 3
CREATES CENTRAL NEWS DESK
CNN, which is eliminating some 400 jobs, is creating a new
"super desk" to coordinate coverage for its various
The "super desk," which will be located in CNN's
Atlanta headquarters, will make assignments spanning all
34 TV, radio and Internet news outlets run by CNN.
Previously, each operation-like CNNfn and CNN/Sports Illustrated-decided
independently on stories to pursue.
"We'll speak with one editorial voice on TV and on
the Web," said Philip Kent, who is president/COO of
the CNN news group.
The all-news network is also cancelling several programs
in the biggest shakeup since being founded 21 years ago.
About one-third of the 400 layoffs, which represent about
10% of CNN's work force, will affect employees in Internet-related
jobs. Another third will affect programming and the rest
will be spread throughout the company.
The cancelled programs include four business shows ("Movers,"
"Your Money," "Entrepreneurs Only" and
"Street Sweep"), "NewsStand" (a news-magazine
show which was started after CNN parent Turner Broadcasting
was absorbed by Time Warner), and Elsa Klensch's daily fashion
The network will open two new foreign news bureaus, and
create an investigative reporting team, and news beats for
religion and education.
The shakeup also included naming new chiefs for CNN's three
offshoot cable networks: CNNfn, CNN Headline News and CNN/Sports
Illustrated. CNNfn's website will be fully integrated into
the TV network.
Ken Jautz, former head of a German business network half
owned by Time Warner, is replacing Shelby Coffey as the
head of CNNfn; Teya Ryan will run Headline News, replacing
Bob Furnad, who retired, and Steve Robinson was named to
head CNN/Sports Illustrated.
AMERICAN PROSPECT GOES BIWEEKLY
American Prospect, which was started in 1990 as a
quarterly magazine, has begun publishing 22 times a year,
with special double issues every three months.
The magazine, which is based in Boston and Washington, D.C.,
is continuing on the same mission path, which is to "advance
a liberal philosophy, politics and public life."
SEEKS EXECUTIVE OPINIONS
The redesigned Across the Board, a business magazine
published 10 times a year by The Conference Board, has a
new question-and-answer department, featuring opinions from
The first session of "Questioning Authority" leads
off with Anita Roddick, who is the founder and co-chair
of The Body Shop.
Matthew Budman, managing editor, is handling the new department.
A.J. Vogl is editor of ATB, which is based in New York.
LINDA CHAVEZ RESUMES HER COLUMN
Linda Chavez, who blamed the media for upsetting her nomination
to be Labor Secretary, has resumed writing her syndicated
newspaper column for Creators Syndicate.
The Los Angeles-based syndicate expects the number of newspapers
carrying Chavez's column to climb to about 400, which is
nearly eight times the number that now publish it.
While editorial page editors at several newspapers said
they look forward to her return, a few indicated they may
not run Chavez's column, due in part to her undisclosed
role as an advisor to the Bush campaign while her column
was in syndication.
House Beautiful's new logo-housebeautiful-
gives the 105-year-old Hearst magazine a webbish-look. The
new logo, which is unveiled in the February issue, is one
of many changes made by new editor Marian McEvoy, who left
the editorial helm of Elle Decor to take over last
July as editor-in-chief of the oldest continously published
shelter magazine in the U.S.
McEvoy, who is known for her daring sense of style, has
also jazzed up the pages with more eye-popping color and
said at least 210 Internet companies folded in 2000,
and nearly 60% of the shutdowns occurred in the fourth quarter
of the year.
The San Francisco-based company's report said 75% of the
shuttered dot-coms were aimed at a consumer audience; 55%
involved e-commerce, and 30% involved content companies.
for O, The Oprah Magazine tops more than 2.5
million every month. Hearst's self-help magazine for women,
which started publishing eight months ago, has 1.6 million
subscribers and 1.2 million newsstand sales. Some 300,000
subscriptions were given as holiday gifts.
Times, an every-other-month political satire magazine
that was started in 1993, has ceased publication.
Michael Johnson, the magazine's San Diego-based founder
and publisher, said the magazine's circulation had peaked
at 100,000. He also made money by selling commemorative
$3 bills, featuring the faces of President Clinton and Hillary
Clinton, Ross Perot, Bob Dole and John McCain.
news continued on next page)
Edition, January 24, 2001, Page 4
HELPS PROMOTE NEW DRUG
Chile Pepper, a Fort Worth-based monthly magazine,
has teamed with Johnson & Johnson and Merck Consumer
Pharmaceuticals to promote a new heartburn remedy called
Rowland Communications Worldwide, which handles PR for Pepcid
Complete, created the alliance with the magazine, which
features articles about hot peppers.
To kick off the promotion, the PR firm held a "Sizzlin'
On The Street with Pepcid Complete" event on Jan. 17
in front of the New York Stock Exchange. Invitations and
press information were mailed to reporters in a red plastic
fire plug. The fire plug also contained a copy of the February
issue of the magazine and several products made with hot
Rowland has outsourced national media relations to Kevin
Bart Communications, a firm based in Lawrenceburg, Tenn.,
Bart's firm is handling Dr. Stephen Piekin, a Philadelphia-based
specialist in gastroenterology, who is a paid spokesman
for Pepcid Complete.
Piekin has appeared on a syndicated TV program and will
be featured in an article that will appear in the "Heartburn"
section of Women's World magazine next month.
Joel Gregory, who is publisher of Chile Pepper, said the
Rosen Group, a New York-based PR firm run by Lori Rosen,
has been retained to promote "both the magazine and
FINANCE WRITER JOINS MONEY
Ken Kurson, 32, who specializes in writing about personal
finance and investing, has joined Money Magazine as editor-at-large.
Kurson, who was profiled by The Industry Standard
as "the Martha Stewart of personal finance," will
write a wide variety of stories for the magazine as well
as the Money.com website.
He wrote the cover story for the Forbes 400 issue
this past fall.
He also does a monthly commentary for National Public Radio's
"Marketplace" and is a weekly guest on both AOL's
Odeon chat and on Yahoo Finance, broadcasting live from
the Nasdaq in Times Square, New York.
JD Jungle, a new magazine targeted at law students
and young law firm associates, will begin publication in
About 80,000 copies will be distributed free to law schools
and selected law firms by New York-based Jungle Interactive
Media, the company that recently started MBA Jungle.
Ideas will be relaunched by Home Depot as a decorating
resource for interior design and home renovation projects.
Redwood Custom Communications, Toronto-based publisher,
was recently given a contract by the Atlanta-based retailer
to create the new magazine, which had been produced by Meredith
Corp. SI will be published on a quarterly basis.
Redwood is also relaunching Sears' Mature Outlook
The quarterly magazine, with a circulation of 410,000 copies,
targets men and women over 50 who like to travel.
The GrandParent Poll has released a report that shows
two out of every three people in the U.S., who are over
40, are grandparents. The Princeton, N.J.-based pollster
said these 80 million grandmoms and granddads are spending
more than $75 billion every year on their grandchildren.
The report, entitled "80 Million Eager Consumers: The
Grandparent Market and How to Connect with It," is
$95. The GrandParent Poll, P.O. Box 7231, Princeton, NJ
Senior Media Directory 2001, which rolls off the
press in March, will list newspapers, magazines, newsletters,
syndicates, daily newspaper sections, columnists and radio
and TV shows in the U.S., Canada and Mexico that target
people 50 and over.
According to the directory's Eagan, Minn.-based publisher,
there are 68 million people over age 50 who have a combined
after-tax annual income of $900 billion.
The directory sells for $110. 952/894-6720.
Jon Gluck, who was editor-in-chief of MBA Jungle,
has joined Men's Journal as senior deputy editor.
Jessell, editor of Broadcasting & Cable since
1997, was named editor-in-chief of the magazine, succeeding
Don West, who will become editor-at-large. P.J.
Bednarski remains the magazine's executive editor and
Marianne Paskowski moves up to editorial director
for the Cahner Television Group, which includes B&C,
Cablevision and Multichannel News, where she remains editor-in-chief.
Ken Kerchbaumer, who was B&C's associate editor
covering Internet and interactive issues, was named assistant
managing editor, responsible for B&C's special reports.
DelGuzzi, 31, was named editor of The Cleveland Plain
Dealer's "Personal Finance" and "Personal
Tech" sections, replacing John Kroll, who is
now the PD's deputy business editor. DelGuzzi is at 216/999-4152
or [email protected].
Panchak, previously executive editor, was promoted to
editor-in-chief of Industry Week. She joined the
Cleveland-based publication in 1995 as managing editor.
Edition, January 24, 2001, Page 7
`KIDS' ACCOUNT WILL BE LOOSE
A PR account for Kids in a Drug-Free Society will be put
up for bidding sometime later this year, said Ron Sconyers,
president and CEO of KIDS.
The Robert Wood Johnson Foundation gave $2.6M for KIDS in
1999, of which $592,000 has already been spent.
The remaining $1.8M is expected to be received and spent
by June 2001, said the 1999 audit of the PRSA Foundation.
Jackson & Wagner, Exeter, N.H., headed by former PRSA president
Patrick Jackson, won the initial $200,000 pilot program
for KIDS in competition with several other unnamed firms.
pilot program, consisting of a 10-hour training course conducted
in the workplace on the employers' time, is being tested
in Indianapolis, Atlanta, Cleveland, Dallas, and Portland,
audience is parents of "tweenagers" (11-13 age group). It
is felt that children in this age bracket can be influenced
by their parents.
said a further RFP for enlarging the program to the entire
country will be sent out and the program is to start in
early 2002. He said the RFP will be publicly announced.
last one was sent to several dozen firms but no public announcement
of it was made. At that time, KIDS was being operated as
part of the PRSA Foundation. Counselor Joseph Curley was
president of the Foundation in 1999. Jean Farinelli was
Foundation president in 2000 and David Grossman is 2001
president. KIDS is now operated separately from the PRSA
Foundation. Ray Gaulke, former president and COO of PRSA,
is working full time now on fundraising for the PRSA Foundation
SEE BIAS; OTHERS DISAGREE
of the members of Women Executives in PR who responded to
a year-end poll believe there is still a "glass ceiling"
in their industry that limits pay and career advancement
male PR pros, meanwhile, said there is bias against men
in the industry.
members said it will take stronger financial skills and
more mentoring by women to break throught the ceiling.
saw more hope for the 20-something generation because younger
men are used to accepting women as equals.
responent said: "The glass ceiling will break when
pigs fly" and another said: "The CEO has to die."
Nichol, WEPR president, called the results of the survey
"significant" because the group's members are "thought leaders
of the women's professional community, operating in the
communications capital of the world."
She agrees with recent statements by Harold Burson, Daniel
Edelman and Al Golin (11/1/00 NL) that more men need to
be recruited for PR. They said their staffs are upwards
of 70% female.
"glass ceiling" for women seems to be more evident in corporations,
said Nichol. She agreed there cannot be a glass ceiling
in PR firms that are either 100% women or close to that.
Bias Against Men
some PR pros said there is evidence that men face discrimination
Seminar, the annual gathering of more than 150 blue chip
corporate PR executives and a dozen heads of big counseling
firms, inducted 13 new women members and 14 men in 2000.
In the previous year, 22 men and 16 women were recruited.
Attendance in 2000 included 43 and 90 men. Women members
are less likely to attend PRS and less likely to bring their
spouses. In one recent year, 65 men took their wives; 56
came without wives; 11 women came with their husbands, and
23 came without their husbands.
In 1970, the 125 attendees at PRS only included three women,
Leone Baxter of Whitaker & Baxter; Caroline Hood, Rockefeller
Center, and Denny Griswold, founder of PR News.
senior roundtable of the National Investor Relations Institute
(100 IR pros in senior jobs) reported that women members
of the Roundtable in 2000 averaged $210,000 in pay while
men only averaged $200,000.
Week Wrote of 'Velvet Ghetto'
Week (May 8, 1978) wrote of `Velvet Ghetto' Business
Week (May 8, 1978) wrote that because of affirmative action,
some companies were "loading their PR departments with women
to compensate for their scarcity" in jobs that led to top
management. Some companies were overpaying these "affirmative-action
exhibits" to compensate for their dead-end career jobs,
unnamed PR woman at a Texas company told BW that a "velvet
ghetto" was being created for women in corporate PR units.
A quote from another woman PR executive was that "PR is
a very safe, ladylike position because you are not in competition
for upper-management jobs." New York recruiter Bill Cantor
was quoted as saying that within 20 years half of PR pros
could be women.
1984, six years after the BW story, IABC commissioned "The
Velvet Ghetto," a study of the impact of women on PR. Carolyn
Cline, Ph.D., of the University of Texas at Austin, was
research director. Among those assisting were Hank Smith,
Elizabeth Toth, Judy Turk and Lynne Walters.
were that men appeared to be "more serious" about their
careers than women; other callings such as nursing and teaching
had lower status when they became dominated by women, and
PR women were paid less than men.
last point was disputed by Jim Hutton, journalism professor
at the University of St. Thomas in St. Paul. He said that
women tended to avoid manufacturing and industrial jobs,
where the pay was the best. He said no evidence had ever
been presented to show women were paid less when all variables
Edition, January 24, 2001, Page 8
recommendations for stocks are so rare at Wall Street houses
that one brokerage, Gerard Klauer Mattison of New York,
is offering a cash bonus to his analysts for giving such
advice. The winner among his 23 analysts will be the one
whose selection drops the most in 2001. Sean McGowan, head
of research at the firm, told New York Times columnist Gretchen
Morgenson that advising the sale of certain stocks helped
his career even though it made companies mad at him...the
Securities Industry Assn., which represents brokerage firms,
has notified its members that "confidence in their
advice has fallen significantly." It e-mailed them
the Dec. 31 New York Times expose by Morgenson on the lack
of negative stock reports...the National Investor Relations
Institute, although it has a strong anti-blackballing rule,
blackballed this NL. It sent us the 1999 directory of
members but didn't send us the 2000 directory and cut us
off its mailing list for its monthly NL and quarterly magazine.
We must have said or asked the Wrong Thing. When we asked
for the 2001 directory, we were told by NIRI president Lou
Thompson that the board had voted not to give it to us,
sell it to us, nor allow us to join NIRI and obtain it that
way. How can a reporter cover NIRI without the directory
of members, we asked? NIRI's answer is that no reporters
are allowed to have the directory. We hope a member will
send us one or sell us one...the question remains: what
useful purpose do IR pros serve when 99% of analyst
advisories to the public are "buy" or at least
neutral. Were there no IR pros, this percentage would be
the same because of two powerful forces at work on analysts-fear
of being blackballed by companies and fear of losing investment
banking business. The brokers desperately need the banking
business because deregulation cut commissions from 10 cents
a share to below a penny...blackballing comes in numerous
forms and only rarely is the victim ever given something
concrete to complain about. It's the opposite of being stroked
(which may include dinners, lunches, shows, and other entertainment
by executives and their spouses; calls immediately answered;
packages delivered by messenger; inside studies leaked to
the favored person; all employees being primed to jump when
the favored person calls, etc.). Victims of blackballing
and "greyballing" find that obtaining any information
is like pulling teeth; calls are returned days and weeks
later, if at all; secretaries turn on their coldest, most
officious voices when dealing with the target; sought-after
executives are almost never available; the stream of reports
from the company or association is cut to a trickle, etc...Women
Executives in PR (page 7) says there is a "glass ceiling"
for PR women but we don't find much evidence of it.
About half of newcomers to PR Seminar are now women and
the top IR women make more than men. Harold Burson, Dan
Edelman and Al Golin, who head three of the biggest PR firms,
said women predominate at their firms and have at least
equivalent titles and pay with men. The staffs of PRSA,
IABC and NIRI are largely female. PRSA has 32 women and
six men; IABC, 18 women and ten men, and NIRI, 14 women
and one man (Lou Thompson)...former PRSA president and
COO Ray Gaulke, in joining the PRSA Foundation in a
fundraising capacity, has his work cut out for him. Contributions
were $110,715 in 1999; $93,066 in 1998; $77,380 in 1997;
$97,453 in 1996 and $52,605 in 1995. Only three firms gave
as much as $5,000 in 1999: Prudential Insurance, Magellen
Behavioral Health, and Green Spring Health Services. Gaulke's
salary at PRSA was $230K in 2000. He also received $27,936
in pension benefits plus health insurance...we would
ask this question of both the male and female executives
who are members of PR Seminar: what books, papers, speeches
or public statements have you ever made to justify your
lofty titles and salaries?...lawyer Mitchell Schrage
(page 2) helps PR firms to collect debts. His services are
going to be in demand because many high-tech clients either
don't have the money to pay their PR firms or feel few results
were obtained...clients who feel they have gotten little
or nothing from their PR firms and shouldn't have to pay
have a precedent case in N.Y. Civil Court in 1998. Judge
Martin Shulman ruled that defendant Michael Wolff only had
to pay fees to Michael Kaminer PR for the months in which
Kaminer obtained press placements (July 1998 O'Dwyer's
PR Services Report)...while some firms condemned
that decision, media-oriented PR firms hailed it and still
do. "We do not take months to prepare elaborate
and confusing so-called strategic programs and then crank
in the media at the last stage," said one such firm.
Small and medium-sized firms, which are in intense competition
with the big firms, emphasize that principals at their firms
work on accounts and not juniors. They also say that certain
big PR firms that are highly protective of client interests
have been so unresponsive to major media so often that their
names are anathema in newsrooms. This is the real reason
why such firms give media relations short shrift, they say.
Clients should always talk to medium and small PR firms
as well as the majors...the Jackson, Jackson & Wagner
"PR" program for KIDS (1/17 NL) is typical
of current offerings. Elements include "strategic audience
targeting, research, communication, opinion leader networks,
ambassadors, behavior training techniques and participative
group activities." There was no mention of the media
in this $200K pilot program.