Edition, April 3, 2002, Page 1
PCI CALLED FOR L.A. PRIEST
Inc. is helping the Carmelite order deal with sex abuse
charges brought against one of its priests, Rev. Dominic
PCI president Richard
Barry and his son, Pete, are handling those damage control
efforts. "It's a sensitive issue," said Pete,
a senior account supervisor, when asked about what PCI is
doing for the Order.
Savino was removed from
the president's post at the 470-member all-boy Crespi Carmelite
High School in Encino, Calif., on March 22. The allegations
were lodged 23 years ago and involved ten boys aged 16 and
17. The Carmelites conducted the probe that led to Savino's
The Los Angeles Daily
News ran a story on March 25 in which parents, students
and alumni of Crespi voiced support for the embattled priest.
PCI was called in to
handle the Los Angeles case because it represents the Carmelite
Province of the Most Pure Heart of Mary, the Carmelite U.S.
headquarters that is based in Darien, Ill. Barry said PCI
has been handling the Order on a "spot basis."
H&K SUSPENDS CHICAGO STAFFER
Hill and Knowlton suspended without pay Chicago staffer
Brian Gill following his arrest in New York City for allegedly
collecting money for a bogus fund for families of firefighters
killed in the Sept. 11 attacks on the World Trade Center.
Gill, whom the New York Post dubbed a "Chicago
con man," gathered those "donations" in a
Manhattan bar following the St. Patrick's Day Parade on
March 16. The PR exec, along with an accomplice, must have
collected thousands of dollars, according to bar owner Ciaran
The March 22 Post ran a picture of Gill with an article
headlined "What a Vulture!" Gene Reineke, H&K
COO and Chicago GM, issued a statement regarding Gill. "We
do not have specific knowledge surrounding the facts and
circumstances as they pertain to this matter. If someone
did engage in this behavior it is deplorable and shocking,"
a former advisor to Sens. Trent Lott and John McCain, joins
The Washington Group, which is Ketchum's lobbying unit...Jonathan
Schaffer, a VP at the Morgen-Walke unit of Cordiant,
joined the Brod Group as a principal. Betsy Brod, a managing
director at M-W, started the firm last year.
UNWIN TO SUCCEED HAMPEL AT
Geoff Unwin, 59, will become chairman of United Business
Media on Oct. 31, replacing Ronald Hampel, 68, who will
retire. Clive Hollick, 55, is CEO of UBM.
Unwin, who is one of the longest serving UBM board members,
was CEO of Cap Gemini Ernst & Young, London, until he
voluntarily left the company in December, 2001. He remains
As CEO of Cap Gemini Sogeti in 1993, he led the acquisition
of the consulting activities of Ernst & Young, creating
the fifth largest consulting and information technologies
company in the world with 56,000 employees and revenues
of 8.4 billion euros.
UBM (NASDAQ symbol UNEWY) shifted its focus from mass
market U.K. media to U.S. high tech media (CMP publications)
and press release distribution (PR Newswire).
Sales declined 50% in 2001 to $1.32 billion.
LILLY REBUTS RAP ON PROZAC
Eli Lilly says the U.K.'s Independent was wrong
when it ran a March 26 report claiming its antidepressant
Prozac, which is used by more than 40 million people, may
be linked to brain tumors. The paper, which cited a Birmingham
University study, reported that Prozac may spur the growth
of tumors by blocking the body's natural ability to destroy
Anne Griffin, spokesperson for Lilly, told this NL the
report was "very inaccurate" and a "gross
distortion" of research conducted by professor John
Gordon. She also noted that Gordon conducted "test
tube research" and didn't use either humans or animals
for the study. At best, she said, the findings are "very
Lilly, on the prozac.com
website, maintains that the "safety and effectiveness
of Prozac have been thoroughly studied in clinical trials
with more than 11,000 patients."
Chamberlain Communications Group, New York, handles the
The company says it managed the Prozac life- cycle from
its transition to generic formulation to the introduction
of two line extensions.
Richard Chamberlain could not be reached. His assistant
said a "number of people work on the Prozac account."
They were all said to be in meetings when this NL called.
Edition, April 3, 2002, Page 2
KETCHUM, F-H AGAIN DOMINATE
Ketchum and Fleishman-Hillard
are again the dominant PR firms in PRSA's annual Silver
Ketchum, which leads with 46 winners in the past eight years,
currently has ten of its programs nominated for Anvil awards.
F-H, a close second to
Ketchum with 41 Anvils in the past eight years, has been
nominated for Anvils in 12 categories.
The nominations were
announced March 27 by PRSA.
Final choices will be
revealed June 6 at the Equitable auditorium in New York.
Attendance was 454 last
year when a total of 189 awards were announced. This included,
besides 46 Anvils, 41 Anvil "Awards of Excellence,"
39 Bronze Anvil awards (brochures, videos, etc.), and 63
Bronze Anvil "Awards of Commendation."
The 87 Anvil Awards were
presented individually to the winners who accepted the awards
Carmichael Lynch Spong
PR, Minneapolis, a unit of Interpublic, has seven contenders
for Anvils. Edelman PR Worldwide and Hill and Knowlton each
has three Anvil nominations.
Mum on Entry Total
Robyn Massey, who handles
agency PR for Ketchum, would not reveal the number of Ketchum
entries either for this year or previous years.
Ray Kotcher, CEO of Ketchum,
an Omnicom agency, and David Drobis, chairman, could not
Massey said Judith Rich,
former creative director of Ketchum, played "a key
role" in Ketchum's Anvil program for many years but
could not be described as being in charge of the program.
A Ketchum executive in
the San Francisco office reportedly has succeeded Rich but
Massey would not confirm this.
Sources who have been
judges in Ketchum's "Kudos" internal awards program
said it is set up to involve all offices and that Anvil
judging rules are followed. This includes putting major
emphasis on four areas-research, strategy, execution and
Sources said that about
a dozen of them spend an entire day at a Ketchum office
in the fall judging programs from throughout the U.S. The
day includes a lunch for the judges. They said "some
mechanism" for measuring results is a required.
Ketchum employees, they
said, receive awards of some type for their work and that
they work on Anvil awards throughout the year.
Some past Anvil judges
said Ketchum may submit 40 or more entries in a single year.
Massey said this number is "proprietary."
The closest PR firm to Ketchum and F-H in terms of Anvil
winners in the past eight years is Edelman, with eight.
Porter Novelli, Burson-Marsteller
and H&K have three each; Manning, Selvage & Lee
and Ruder Finn, two, and one each for Weber Shandwick, BSMG
Worldwide and Ogilvy PR. Cohn & Wolfe and GCI Group
have won none in the past eight years.
BURSON CALLS FOR PR FOR PR
The PR industry must "go out of its way to show everyone,
including the media, what we do," Harold Burson, founder
of Burson-Marsteller, told members of the Iona College chapter
of PR Student Society of America March 12.
He made the comment in answer to a question about the
"negative image" that PR allegedly has among the
Burson said journalists may say they do not like PR, but
they can all cite PR people who do a good job and help them
in reporting news.
Congress also scores low in opinion polls but people have
plenty of positive opinions about individual Congressmen,
Asked about integrated marketing, he said that it provides
a framework for the various disciplines and that each should
strive to do its best.
Also discussed was the role of the major ad/PR conglomerates.
Burson says the conglomerates are growing and have a need
for many PR people.
SEC REBUFFS EXXONMOBIL ON
The Securities and Exchange Commission has rejected ExxonMobil's
request to block two resolutions proposed by social responsibility
groups from its 2002 proxy statements. The contested measures
call for ExxonMobil to develop renewable energy sources,
and to link executive compensation to environmental and
Lee Raymond, CEO of ExxonMobil, has expressed his doubts
about the potential of renewables. He claims the company
shelled out about $500 million in the `80s for solar, wind
and battery power before throwing in the towel. The CEO,
in the March 12 Financial Times, took a shot at Europe
for hiking auto fuel emission standards. European governments
tell people what cars they can drive, while Americans like
to make their own decisions, said Raymond. That's why they
left Europe in the first place, he told the FT in its article
headlined, "A Dinosaur Still Hunting for Growth."
ExxonMobil, however, does doff its hat to social responsibility.
It has posted on its website a March 21 speech by Frank
Sprow, VP- safety, health & environment, in which he
talked about how "community involvement is essential"
to the company's long-term business success.
LEYDEN HANDLES 'PASSOVER MASSACRE'
Israeli PR counselor Joel Leyden was five blocks away
with his wife and year-old baby when a Palestinian suicide
bomber blew himself up at the Park Hotel in Netanya, killing
19 people and wounding 120 others. He rushed to the scene
and helped Mayor Miriam Feierberg with interviews with reporters
from CNN and Associated Press.
Leyden filed a report for Israel Radio, and was interviewed
by Fox News. He told Fox how he saw five bodies lined up
outside the hotel, including a woman dressed in her holiday
Edition, April 3, 2002, Page 3
TURN LOCAL NEWS
INTO NATIONAL NEWS
who is managing partner of Barnett Communications in Las
Vegas, said turning a local media placement into national
news "may seem impossible, but it's not."
for breaking news, almost everything you see on TV or in
national newspapers and magazines began as a 'local' story,"
Barnett writes in his column for PR Fuel, a website run
by eReleases, a press release distributor. "With the
right story, you can do that, too," said Barnett, who
offers these tips:
obtain your local newspaper's permission to echo this story
on your web page.
the national media via a brief e-mail with a link to the
page you've echoed.
up that e-mail, call your highest-priority national reporters.
Very briefly make the case why they should use this story."
May Help Local Coverage
just the right story-publicists can generate national coverage
that will help them get local news coverage, said Barnett.
a local school and the community hospital put on a health
training program for young school kids. The nurses used
sock puppets to get their important message across.
took a publicity photo, using the children of the school's
teachers to avoid problems with "permission."
This photo, along with a short paragraph about the program,
was sent to a national nurse-education publication, which
used it as human-interest filler.
then went to the local newspaper, which had not been interested
in the story originally, showing them this national coverage.
The result was front-page coverage.
has been a PR professional for two decades, authored eight
books, and taught at three colleges and universities.
The New York Times
will start publishing a new leisure section, called
"Escapes" on April 5. The Friday section will
have articles on weekend travel, weekend homes, cars and
The paper also will begin national distribution of the
"Arts," "Dining" and "House &
Home" sections, which will replace the "The Living
Trish Hall, a former editor/reporter for the Times,
is consulting the Times on the new Friday section.
The Wall Street
and letters-to-the-editor are handled by Max Boot and Ned
Boot, editorial features editor, looks for op-ed articles
that make "a strong argument about an issue in the
news," and the article is exclusive to the Journal.
If the piece is in response to a Journal news article,
it should be submitted as a letter-to-the-editor to Crabb,
who is letters editor.
Boot said op-ed writers should read the editorial page
on a regular basis to get an idea of what the Journal
is looking for.
The Journal prefers the submission to be between
600 to 1,200 jargon-free words, typewritten, and double-spaced.
"A cover letter giving a brief summary of your article
should be included along with the author's fax number, day
and evening phone numbers, address or e-mail address if
possible," said Boot.
"We will contact authors on timely articles that
are of interest to us as soon as possible by phone or fax,"
said Boot. Articles that are not useable, will get a response
by fax, e-mail or mail within 10 business days.
Boot said writers should not call to confirm receipt or
check for a status until 10 business days have elapsed.
He accepts op-eds by fax (212/416-2255); e-mail ([email protected]),
or mail: The Wall Street Journal, 200 Liberty st., New York,
Crabb is at the same fax number or the letter can be e-mailed
to [email protected].
which is distributed by 335 Sunday newspapers every
week, is looking for stories with an inspirational message.
The magazine also is partial to features that are unusual
and have not been published. "If your story doesn't
make you happy or sad, angry or elated, excited or curious,
chances are Parade readers won't care that much either,"
said Paula Silvermam, who is articles editor.
Silverman, who helps filter feature submissions for assistant
editor Steve Florio, prefers to get pitches via e-mail ([email protected]).
The pitch should explain the story idea in three to four
paragraphs, according to the guidelines.
Great Lakes Publishing,
a Cleveland-based publisher of city and regional magazines,
including Ohio Magazine, published the first issue
of Long Weekends magazine this week.
The travel publication starts with a circulation base
of 250,000 in eight states in and around the Great Lakes
region-Western New York, Western Pennsylvania, West Virginia,
Ohio, Kentucky, Indiana, Illinois and Michigan.
Mary Beth Brendza, marketing director, said the mission
is to deliver travel stories about destinations within a
one-day drive for most of its readers. The magazine will
provide travel ideas, stories about privately owned inns
and B&Bs, and events in the coverage area.
Publicists may pitch Richard Osborne, who is editorial
director of Ohio Magazine, and is overseeing the new publication.
He is based in Columbus at 614/461-5083.
news continued on next page)
Edition, April 3, 2002, Page 4
'SPOKESMAN' GETS QUOTED MORE
A study by Bob Williams, reporter for The Raleigh (N.C.)
News & Observer, shows the use of spokespeople as
primary news sources has shot up in recent years.
He found the words "spokesperson," "spokesman,"
or "spokeswoman" turned up 530,101 times in a
computer search of articles appearing in top newspapers
in 2000, up 81% from the 292,308 times those words appeared
in the same newspapers in 1995.
At his own paper, Williams said the jump was 44%, rising
to 4,755 times last year, compared to 3,301 in 1995.
"One big problem with the increasing use of spokespeople
is that it can compromise two of the basic principles of
journalism ethics: accuracy and fairness," said Williams,
who made his findings public in a report he wrote as a Poynter
"By talking to a spokesperson first, the reporter
is making a conscious decision to rely on secondhand information,"
according to Williams. "Making matters worse, the reporter
is choosing to use secondhand information from a source
with a clear mandate to make the boss or client look good
in print or on TV."
Ken Huskey, a California-based consultant, told Williams
that spokespeople help accuracy and fairness. Huskey said
spokespeople are necessary to level the playing field for
news sources as they deal with what he believes is an increasingly
"carnivorous and sophisticated" press, said Williams.
"A spokesperson understands how the media works and
how something will come across on TV or in the newspaper.
It just makes the whole process a little more fair,"
Huskey told Williams.
is stepping down as editor-in-chief at Ladies Home Journal
and More to become editorial director of Meredith
Corp.'s New York-based magazines and new product development.
That includes overseeing the development of Living Room,
a new magazine aimed at younger female audiences, which
will publish its third test issue later this year. Susan
Crandell was named to replace Blyth as editor-in-chief
of More magazine.
65, will retire as editor-in-chief of Atlanta magazine
on Aug. 31. Rebecca
Burns, who is the current editor of Indianapolis
Monthly magazine, will succeed him.
42, has replaced Sam Boyle as New York bureau chief for
The Associated Press.
77, former Paris bureau chief of The Wall Street Journal
and a PR professional, died March 10. After leaving the
Journal, Jeffcoat held PR positions with IBM and Ford Motor,
and then opened his firm in New York-Jeffcoat, Schoen &
Morrell-which is no longer in business.
was promoted to VP/bureau chief of CNN, in Washington, D.C.,
succeeding Frank Sesno,
who joined George Mason Univ., Fairfax, Va., as a professor
of public policy and communications.
previously executive producer of "Wolf Blitzer Reports,"
has replaced Kross as deputy bureau chief and executive
editor. Matt Speiser
was named director, newsgathering.
was named fashion director of Latina magazine to
oversee the fashion department, style fashion shoots, forecast
and interpret runway trends and manage a team of fashion
writers. She was previously senior fashion editor of Mode.
previously Los Angeles bureau chief at Broadcasting and
Cable magazine, has joined Hallmark Channel, Los
Angeles, as VP/communications and publicity.
managing editor news, WFLD-TV, joins WGN-TV, Chicago, as
executive producer, morning news.
Adweek's roving reporter for nearly eight years,
based in San Francisco, has resigned.
was promoted to executive editor of Reader's Digest
magazine. He will handle book excerpts, features and profiles.
RUKEYSER DROPPED AS HOST
Louis Rukeyser has been dropped as host of "Wall
$treet Week with Louis Rukeyser," which is co-produced
by Maryland Public TV.
Rukeyser, who hosted the show for 32 years, said he will
start "another weekly program with me as host and commentator."
MPTV said guest hosts will anchor the program, starting
March 29, as it prepares to launch "Wall $treet Week
with Fortune" in June.
The first two guest hosts will be Marshall Loeb, 72, who
is currently senior correspondent of "CBS Marketwatch,"
and Ray Brady, former business correspondent for the "CBS
Evening News with Dan Rather."
used PR Newswire to distribute a press release that
asked current and former women employees of Enron to send
a recent photo of themselves in a bikini. The magazine is
planning a "Women of Enron" photo spread.
a TV show hosted by Alex Jones, director of the Joan Shorenstein
Center for the Press, Politics and Public Policy at Harvard
Univ.'s Kennedy school of government, will profile Jorge
Luis Mota, a reporter for Exito, the Spanish newspaper,
published by The Chicago Tribune. The national show
aired March 28 on local PBS stations.
Edition, April 3, 2002, Page 7
Edition, April 3, 2002, Page 8
groups are refusing to give us their directories of membersthe
Canadian PR Society and the National IR Institute (U.S.).
PRSA, meanwhile, will
donate 150 copies of its new members directory to editors
"to help them to do their jobs." This volume lists
19,000 members and cross-indexes companies, associations
and PR firms. Such listings help reporters. PRSA previously
gave directories to editors who sought one.
Tony Iavarone, president
of CPRS, said he personally feels we and other reporters
should have the directory of 1,600 members. "You have
a right to know who our members are," said Iavarone.
A new Canadian Privacy
Law stops groups from sharing member information without
written permission. CPRS is collecting this. Both PRSA and
CPRS sell their lists to qualified buyers.
NIRI is a horse of a different color. It insists
that neither this nor any other publication has a right
to its directory listing 5,300 members. It won t sell the
book to reporters nor let them join NIRI.
The book is "not
made available to those outside the NIRI family," said
PR counsel Doug Parrillo.
Family?! We thought NIRI
was a national trade association.
Two years ago, NIRI president
Lou Thompson personally sent us the members directory with
a hand-written note expressing good wishes.
Why the change in policy?
We think it s because we started asking tough questions,
such as why are dues $425 when NIRI has $4 million+ in the
bank (Dec. 31, 2000, latest figure) and netted $1.4M on
its 2000 conference? We also noticed its 16-member elected
board (plus Thompson) was practically all-corporate and
that 11 of their companies put "pro forma" earnings
first in their reports. Diebold, whose IR head Don Eagon
is now chairman of NIRI, also puts pro forma earnings first.
Thompson has said "real" earnings must now come
We have criticized the
NIRI staff, which consists of Thompson, 15 women, and Thompson
s son, Eric. It is gender-unbalanced and flawed by nepotism.
It can well afford a full-time PR director.
Andersen's remaining employees have mounted a campaign
to disassociate themselves from the errant executives in
the Houston office who caused the Enron debacle. But their
logic flies in the face of the previous sales pitch which
stressed Andersen s seamlessnessthe fact that teams
of AA experts roved the globe ensuring that the highest
standards were met.
This same "seamless"
theme is stressed by the ad/PR conglomerates and can lead
to pressure on the entire organization if something goes
wrong. Interpublic and Omnicom, which formerly described
themselves as "only holding companies" having
virtually nothing to do with their ad/PR units, have now
reversed that pitch and are selling themselves as single
worldwide brands (with the same type of roving teams of
experts available for certain accounts)... IPG,
OMC, WPP and Havas were described as "Advertising's
Big Four" in the March 31 New York Times.
It said the firms "hold incredible sway over the media,"
and can "indirectly set network TV schedules and starve
magazines to death or help them flourish." The article
did not touch on such topics as the debt structures of the
agencies, executive pay and options, unidentified acquisitions,
There is a chance that
Ketchum will win as many as ten PRSA Silver Anvils
in the 2002 contest (page one). Fleishman-Hillard could
win up to 12. John Graham, CEO of F-H, says F-H has no special
program for winning Anvils but encourages staffers to submit.
Julie Wohlford, principal of Carmichael Lynch Spong, which
has seven finalists, says it has an internal program in
which past winners help new entrants. Ketchum appears to
have the most elaborate program, with judges brought in
from the outside for a day of judging and "Kudos"
and other prizes and awards given out. We have sought to
research the Ketchum program, but the firm, although a devout
believer in research, has declined to provide many details.
It regards the program as "proprietary." The big
ad agencies and packaged goods companies have a similar
attitude toward research (it s O.K. for them but
needs to be done into the way Johnson & Johnson won
an Anvil in 1983 and then a "special Anvil."
J&J entered in the emergency category following the
1982 Tylenol murders. It was bested by the entry for Hygrade
Food Products by PR Assocs. of Detroit. Anvil chair Don
Hill told Beverly Beltaire of PR Assocs.: "`You beat
your campaign had so many creative angles and
was done for so much less, " Beltaire said she was
told by Hill. But Hill then told her that the judges were
over-ruled by the Anvil committee. The judges had picked
Hygrade partly because J&J gave no budget figure and
getting a "big bang" for a low budget is a major
factor in winning an Anvil. But the committee decided that
Tylenol was more than emergency PR and "lifted the
level of PR."
The Tylenol story is one
of the myths of PR (perpetuated by "The Insider"
movie), that J&J acted immediately to remove the product.
The recall did not take place until eight days after the
first murders and came after most stores had already pulled
Tylenol products. J&J has advertised in every issue
of PRSA's Strategist since it started taking ads
in the fall of 1995. PRSA should amend the misleading Anvil
description of Tylenol on its website.
-- Jack O'Dwyer