The eight page weekly is the only PR newsletter on LEXIS/NEXIS.
Edition, Jan. 19, 2005, Page 1
YAHOO! SHUFFLES PR FIRMS.
Yahoo! has reassigned
PR accounts for several business units, including HotJobs,
previously handled by Fleishman-Hillard.
the employment website acquired by Yahoo! in 2003, has named
Euro RSCG Magnet to handle its PR account after a review
that included incumbent F-H, which began work on that business
amid the acquisition in early 03.
Meller, PR manager for HotJobs, told O'Dwyer's the company
wanted an agency with "deep human capital expertise
as well as strong consumer and business experience."
Hill & Knowlton has taken over responsibility for Yahoo!'s
mail, messenger, and photo accounts, according to Joe Paluska,
director of H&K's technology practice. Westhill Partners
had the account to handle those three units.
Maus, director of corporate comms. for Yahoo!, told O'Dwyer's
F-H remains the company's main corporate PR firm and the
two "continue to have a great relationship."
said as Yahoo! has implemented a more vertical structure
it has recently brought on Bender/Helper Impact to handle
its entertainment and gaming units and Alan Taylor Communications
to bolster PR for its sports holdings.
JOHNSON TAKES REINS
Edna Johnson, former VP of PR for The CNN News Group networks,
has been named senior VP of global communications for Miami-based
Burger King Corp., the second exec to take that post since
Burger King, which has been led by nine CEOs in 15 years,
tapped corporate turnaround exec Steven DeSutter for the
senior VP post in August. DeSutter is now EVP and president
of BK's Europe, Middle East, and Africa region.
Johnson, who reports to BK CEO Greg Brenneman, headed all
PR efforts for CNN, Headline News and CNN.com, along with
director of corporate and marketing communications at chemical
maker BASF Corp., has moved on to printing and imaging giant
Lexmark Int l as VP of corporate communications.
He takes over for Roger Rydell, former VP/CC for The Timberland
Co. who departs Lexmark after seven years.
EX-F-H EXEC INDICTED.
One of three PR executives recently dismissed by Fleishman-Hillard
has been indicted by a federal grand jury on 11 felony counts
of wire fraud connected with the firm's alleged overbilling
of the Los Angeles Dept. of Water and Power.
John Stodder, the 49-year-old former partner and head of
F-H's L.A. public affairs unit since May 2002, faces up
to 20 years in prison per count.
The indictment claims Stodder was responsible for nearly
$250K in fraudulent bills submitted to the DWP, and alleges
other clients including the Port of Los Angeles, Gehry Partners
LLP and the World Wide Church of God were overbilled as
Stodder and others reviewed bills submitted to see if they
met billing forecasts for the month, according to the U.S.
Attorney's office. If the bills were less than the forecast,
Stodder and other un-indicted "co-schemers" increased
and caused others to increase billings by altering the worksheets
to reflect more hours than were actually worked, the office
said, adding the increases were referred to as "write-ups."
Stodder appeared in court last week and posted $10K bond.
The indictment was handed down after an investigation by
the FBI, U.S. Dept. of Transportation and the L.A. County
District Attorney's Office.
F-H cut ties with Stodder, former L.A. office head Doug
Dowie and seven-year staffer Steve Getzug earlier this month.
Sen. Tom Harkin (D-Iowa) and Arlen Specter (R-Penn.) have
written a letter to Education Secretary Rod Paige asking
for a review of the Dept. of Education's contract with Ketchum
and the payment made to commentator Armstrong Williams to
plug the "No Left Child Behind Act."
Paige, on Jan. 13, promised to address the "perceptions
and allegations of ethical lapses" surrounding the
contines on page seven)
Edition, Jan. 19, 2005, Page 2
LINE IN THE SAND.
Wal-Mart CEO Lee Scott, with the help of Hill & Knowlton,
has taken to the airwaves and paid media, saying it's time
to give the "unfiltered truth" and correct "urban
legends" about the country's largest retailer.
Full-page ads in scores of newspapers across the country
have been tailored to regional audiences as part of a PR
blitz to highlight beneficial facts about the company like
sales tax revenue, contributions to local causes, competitive
wages and health benefits. A website, walmartfacts.com,
has also been unveiled.
"For too long, others have had free rein to say things
about our company that just aren t true," Scott said
in a statement distributed by H&K. "Our associates
are tired of it and we ve decided it's time to draw our
own line in the sand."
Scott said, in a round of media interviews in New York,
that he is criticizing "false allegations" and
has taken the day to announce the company will "actively
correct the record."
Fleishman-Hillard has advised the Arkansas-based retailer
on corporate reputation issues.
OIL CO. LEAVES
ConocoPhillips has withdrawn its membership from Arctic
Power, the non-profit lobbying group dedicated to opening
up the coastal plan of Alaska's National Wildlife Refuge
to oil drilling, in a move that is being applauded by environmental
The U.S. Public Interest Research Group and Green Century
Capital Management issued a press release on Jan. 5 praising
CP's exit from the group.
CP has acknowledged its withdrawal from AP, but says it
did so in `03 when it decided not to renew its membership.
It never publicized that move.
An AP source, however, feels the greenies are using CP's
exit in a bid to influence the upcoming Congressional debate
on drilling in Alaska.
Anchorage-based AP is bullish on the prospects for Congressional
support for drilling. It issued a release following the
November elections, saying that the political landscape
is "looking better than ever" as Republicans solidified
their hold on Capitol Hill and defeated ANWR drilling opponent
EXITS FOR GLOVER.
Joel Johnson, who advised the Kerry for President campaign,
has left his managing director slot at The Harbour Group
to join Glover Park Group. He founded THG in `01.
GPG is the home of Joe Lockhart, spokesperson for former
President Bill Clinton and another Kerry counselor.
Johnson worked in the Clinton White House as senior adviser
for policy and comms., was an aide to former South Dakota
Sen. Tom Daschle, and chief of staff to ex-Ohio Sen. Howard
Replacing Johnson at THG are managing directors Thurgood
Marshall, Jr. and Suzanne Spaulding.
APPLE SEEKS TO PLUG
Apple Computer is taking flak for the lawsuit it filed Jan.
4 in Santa Clara Superior Court against ThinkSecret.com,
which published a correct report that the company would
introduce a sub-$500 iMac at the MacWorld Expo in San Francisco
The lawsuit has drawn the ire of Dan Gillmor, Silicon Valley's
top blogger, who trashes Apple for attempting to stifle
Apple wants the name of the "leaker" who tipped
off the rumor site, and an injunction to prevent the further
release of trade secrets. Apple claims the ThinkSecret posting
will reduce the "buzz" around its products. It
feels "unauthorized disclosures diminish the interest
of both the mainstream and trade media in the launch of
a new product."
Gillmor, who stepped down Dec. 31 as technology columnist
for the San Jose Mercury News to focus on his own
blog, blasted Apple as arrogant. "If the party leaking
information to ThinkSecret had sent it, say, to the San
Jose Mercury News or New York Times<D>, and had those
publications run the news, Apple wouldn t be suing them,"
he wrote. "Both have deep enough pockets to defend
Apple claims it is not interested in trampling on the First
Amendment. The company, however, notes that "constitutional
protected freedoms do not extend to defendants unlawful
practice of misappropriating and disseminating trade secrets
acquired through the deliberate violation of known duties
The Wall Street Journal, on Jan. 14, ran the story
about Apple's suit against ThinkSecret, which is run by
a 19-year-old Harvard University student.
'ENCYCLOPEDIA OF PR'
A team of 146 authors led by faculty at the University of
Houston, has created the "Encyclopedia of Public Relations."
The two-volume set is edited by Robert Heath, a veteran
PR professor at UH.
The work from Sage Publications examines the evolution
of the PR field, with historical examples, key events, changing
practices and the significant figures who developed and
expanded the profession.
"PR has been referred to as buzz, spin, publicity
and even free advertising," Heath said. "But it
is so much more than that. From spokespeople to newsmakers,
PR people have increasingly become an integral component
in helping the news media report and translate world events,
research breakthroughs and organization messages to the
public, giving them human interest and meaning."
Among contributors are Tom Hoog, chairman of Hill &
Knowlton; Betsy Plank, who created the PR Student Society
of America; Dick Martin, retired executive VP at AT&T;
Wes Pedersen, director of communication and PR for the Public
Affairs Council, and Barbara Langham, a Houston-based PR
pro for nearly 30 years, who is president/CEO of BDL PR.
Info is on Sage's website.
Edition, Jan. 19, 2005, Page 3
More than 3,000 press releases were sent out at this year's
International Consumer Electronics Show, according to Atlanta-based
Calysto Communications, which estimates that maybe 15% of
these were actually picked up and turned into an editorial
CES, which started with Bill Gates keynote address that
was marred by a technical mishap, featured more than 50,000
products from some 2,300 exhibitors; 5,000 media people,
and more than 140,000 attendees.
"While known historically as a tech show for the consumer,
telecom has made its way into almost every facetfrom
the networked home to all-in-one, super-connected mobile
devices," the PR firm said in its Jan. 11 newsletter.
"What was most interesting is the fight forcontrol
of the living room. Beyond the PC, set-top boxes are making
huge strides and deals," Calysto said.
is sending a team to cover the shows and markets
at Milan men's fashion week in preparation for Men's
Vogue, which is scheduled to make its debut this Sept.
Jay Fielden, Vogue's arts editor, will edit the new magazine.
a sports and fitness publication for people 40 and
over who are serious athletes, will debut as a quarterly
in March. The Chicago-based magazine also has a companion
website at www.geezerjock.com.
will be published six times a year by PDV Communications,
a Sheboygan, Wisc.-based magazine publisher in the mental
health and social services arena. Dennis Pazur, who is senior
editor of the new magazine, can be reached at 920/457-4033.
The American Diabetes
Assn. is starting a controlled circulation tabloid,
DOC News, that will be sent to 100,000 primary care
physians and nurse practitioners who manage the care of
those with and at risk for diabetes. Irl Hirsch, M.D., is
editor-in-chief. ADA is based in Alexandria, Va.
in Lawrenceville, Ga., which publishes nine regionally based
real estate publications, including The Real Estate Book
and Apartment Finder, has been sold to Citigroup
Venture Capital Equity Ptrs. for about $380 million.
The Village Voice,
a weekly publication, has moved to a daily format on its
website, villagevoice -.com, adding 12,000 entertainment
listings in 21 categories and expanding the real estate
and classified section.
has launched "Freelance Marketplace," a database
that lets freelance media pros advertise their work. To
date, more than 500 professionals have placed ads on the
website, which editors can search for free, while freelancers
pay an annual or monthly fee to post a listing.
BLOGS ARE SEEN
AS `PRIME TIME MEDIA.'
Andy Lark, who just stepped down as Sun Microsystems VP
of global communications, predicts blogs will become a "prime
time communications vehicle in 2005, and community building
will become the new mantra for communications professionals."
According to Lark, audiences will come to be thought of
in new terms resulting in 10-20% of big budgets shifting
to viral campaigns and the blogosphere.
"Communications will recognize the effectiveness of
cascading information from informed influencers to the mass
market," said Lark. "Blogging will become the
new must-have ingredient in communications planning and
dealing with blog-related issues will take up an increasing
portion of corporate communicators time."
Lark also predicts that communicators will need to learn
how to use, manage and monitor news aggregators who are
pulling together content.
Additionally, he suggests that more corporations will create
official blogs, that company blogs will begin to aggregate
to the corporate news page, and that sites will begin to
feature streaming audio and "podcasting" as a
news distribution tool.
"We have entered the era of Particapatory Communications,"
Lark said on his blog, andylark.blogs- .com/andylark/. "The
ability of the PR elite to control communications is on
the decline. Communications power has begun to shift back
to communities and will only accelerate in 2005."
Lark will give the keynote address at the New Communications
Forum, which will be held at the Silverado Resort in Napa,
Calif. on Jan. 26 and 27.
previously executive editor of Conde Nast Traveler,
was promoted to editor, replacing Tom Wallace, who was named
editorial director of Conde Nast's 17 publications.
a former columnist for CBS MarketWatch.com and one of its
founders, has agreed to pay $540,000 to settle an SEC civil
fraud charges of using his newsletter to write favorable
profiles of small cap companies and then selling their shares
after they went up in price.
56, managing editor of New York magazine, died Jan.
5. Her husband, Jay Kennedy, who is editor-in-chief of the
King Features Syndicate, said his wife had suffered from
a rare blood disorder for many years.
(Media news continued
on next page)
Edition, Jan. 19, 2005, Page 4
EDITORS PICK TOP FOOD
The death of Julia Child, the award-winning cook who started
the TV chef trend back in the 60s, topped the list
of food-related news stories in 2004, according to a survey
of 1,300 food editors by Hunter PR in New York.
Obesity, which was ranked No. 1 in last year's survey,
slipped to No. 3 behind the low carb trend, which held the
No. 2 spot for a second year in a row.
The PR firm pointed out that obesity issues this year focused
around who is most to blame for burgeoning waistlines, can
the trend be reversed, and how can consumers prevent children
from becoming the next generation of fat Americans.
Closely related, the buzz surrounding the documentary film,
"Super Size Me," took the No. 4 spot.
Morgan Spulock's movie showcased his experience of eating
only McDonald's food for one month and the damage that high
fat diets can do to the body.
In doing so, he turned the spotlight on food marketing practices,
in general, the agency said.
Revisiting the famed food pyramid claimed the No. 5 spot.
The forthcoming new guidelines (which may no longer be in
the shape of a pyramid) will most likely advise consumers
to eat more fruits and vegetables, whole grains, and non-fat
or low-fat milk products, while limiting carbohydrates and
salt, Hunter said.
Mad Cow Disease, which reared its head in the U.S. for
the first time, captured the No. 6 spot.
The No. 7 spot was occupied by the debate over whether
obesity will become the leading cause of preventable death
in the U.S. In March, the Journal of American Medical Assn
. published a study from the Centers for Disease Control
and Prevention that claimed more Americans will soon be
dying from obesity than from smoking.
The widely publicized finding was contradicted on Nov.
23 by The Wall Street Journal, which reported major statistical
errors in the CDC's report.
Shortage Is No. 8
The produce shortage, caused by Florida's hurricane season,
was No. 8 on the list of top stories.
As contrast to the survey's No. 2 result, the No. 9 story
of the year is the decline in popularity of the Atkins diet
during the second half of the year.
While most experts say Atkins will be a force to reckon
with for years to come, they believe the craze has reached
its zenith and will decline slowly over time, according
to Hunter PR.
"Cheeseburger Bill" rounded out the list at No.
Passed by the U.S. House of Representatives in March, the
bill prohibits obesity lawsuits against the food industry,
protecting producers and sellers of food and non-alcoholic
Nearly two-thirds of the food editors believe individual
consumers are most responsible for the nation's obesity
problems, not the food manufacturers or providers.
ELSEN REJOINS N.Y. TIMES.
Jon Elsen, the business editor at The New York Post, has
rejoined The New York Times as media and marketing
editor, overseeing media, advertising, retailing and consumer
products coverage for the business section.
Elsen joined the Post as its media and telecommunications
reporter in 1997, became deputy business editor in May 1999
and business editor in Jan. 2000.
Before that he was editor of Merger & Acquisitions
Report, a newsletter of Investment Dealer's Digest.
He also was a project editor for TimesFax, a condensed
version of The New York Times faxed overseas, and a copy
editor at various Times departments from Jan. 1991 to Jan.
Elsen succeeds Jacques Steinberg, who earlier was assigned
to cover the entertainment beat for the Times.
Over 266,000 articles dating back to Time's
first issue in March 1923 are now available free to subscribers
of the magazine's website (www.timearchive.com).
USA Today has expanded
its book coverage from one to two days a week (Tuesdays
and Thursdays) under book editor Carol Memmott, who was
given this year's "AAP Honors" award by the Association
of American Publishers.
Memmott's strategy is to keep reviews short, in favor of
trend stories and publishing stories, and to be newsy.
based in Wellington, Fla., will make its newsstand debut
this Spring with an initial rate base of 400,000.
The quarterly will target the well-heeled sports socialite
or enthusiast 25-49+ years old, who goes to sporting events
and related charity functions.
The magazine will feature seasonal highlights of women's
luxury sporting events, including polo and equestrian events,
golf, tennis, and premium international sports.
It will also have athlete interviews, information on sporting
trends, fashion, sporting goods, travel information, and
upcoming events. [email protected].
in New York will publish a new quarterly business intelligence
magazine, Business Intelligence Review, in April.
The magazine will be designed as a single source of information
for non-technical managers engaged in business intelligence,
focusing on the use of technology to make organizations
more effective and responsive.
Jim Ericson, previously an editorial director and senior
news editor at Line56 Media and managing editor at MSNBC,
was hired as editor-in-chief of BIR.
Brian Cronin is handling PR inquiries about BIR at 212/803-8358.
plans to increase significantly its editorial capabilities
in 2005, including an expansion of its video output and
the start of several new content areas and services.
Dan Bigman, 34, previously with the NYTimes. com, where
he spent six years, most recently as associate editor, and
previously as business editor and producer, was hired as
managing editor to oversee the day-to-day editorial operations
of the site.
Miami Herald publisher
Alberto Ibarguen believes daily newspapers will eventually
come in two formats.
One edition will consist of in-depth articles for for older,
more sophisticated readers, and costing about $2.00.
The other will be a tabloid-size free paper for those who
want news in a lighter vein.
"My absolute belief is that the future of communicating
information will get done electronically," said Ibarguen,
who spokes at a recent media conference in New York.
Herald Media in Boston,
which publishes The Boston Herald, has acquired Women's
Business Boston from Vicki Donlan, who founded the 25,000
controlled circulation monthly paper, which is devoted to
professional women in the business world, in 1998. She will
remain as publisher.
Edition, Jan. 19, 2005, Page 7
Congress probes Ketchum
pact (con't. from one)
PRSA president Judith
Phair issued a statement on Jan. 14, welcoming the probe
and offering to provide the Senate counsel with information
"on what is and what is not legitimate public outreach."
Noted Phair, "As PR professionals, we are disheartened
by undisclosed pay for play tactics."
That method of promotion
"does not describe the true practice of PR," wrote
Probe of Covert Propaganda'
The Ketchum/Williams fiasco
has triggered a call by eight House Democrats to explore
the use of "covert propaganda" by the Bush Administration.
The group, which includes
Minority Leader Nancy Pelosi, has asked the Government Accountability
Office to examine all federal contracts with PR firms, ad
agencies, media organizations and individual reporters awarded
since Jan. 1, `01. It wants the cost of each contract and
a description of the work performed.
The Democrats want the
GAO to initially focus on "The No Child Left Behind
Act," "Medicare Modernization Act," tax legislation,
Social Security reform, war in Iraq, homeland security and
"The federal use
of covert propaganda is unethical, damaging to our democracy
and open society, and as you know, illegal," wrote
the Democrats to David Walker, Comptroller General.
He admitted wrongdoing
in promoting on his show and in TV appearances President
Bush's "No Child Left Behind Act."
A full column on the incident
by ad columnist Stuart Elliott of the New York Times
Jan. 12 said Ketchum spokeswoman Robyn Massey "referred
inquiries to the U.S. Education Dept."
The contract shows that
Ketchum was to be paid $948,009 and that "Ketchum shall
arrange for Mr. Williams to regularly comment on NCLB during
the course of his broadcasts."
Ketchum was also creating
TV and radio commercials in behalf of NCLB.
As payment for his "journalistic
sins," as Time magazine put it, Williams has lost his
weekly syndicated column.
Ketchum has a high profile
at PRSA, which put out a statement on the Williams incident
that mentioned the "No Child" program but neither
the name of Williams nor the name of Ketchum.
The statement, by Phair,
referred to "a media commentator who promoted `No Child
Left Behind in his broadcasts without revealing that his
comments were paid for by a public relations agency under
contract to the government..."
Ketchum has won far more
PRSA Silver Anvils Awards for PR campaigns than any other
PR firm. It had a total of 89 after winning five more in
2004. It has won 62 in the past 11 years.
Anvils are awarded to
agencies and companies rather than individuals. Only a few
PR firms have ever won more than 10 Anvils.
Has Kept Low Profile
Kotcher, in contrast to
his predecessor, Dave Drobis, has kept a low profile. This
website has not been able to reach him for previous stories.
Drobis was one of the
most outspoken and best-known figures in the PR world, heading
The Arthur W. Page Society, founding and heading the Council
of PR Firms, and heading ICCO, the European association
of PR counseling groups.
Drobis frequently distributed
texts of speeches that covered most of the issues facing
the PR industry.
Richard Edelman, president
of Edelman PR, said on his weblog he was "sickened"
by the report of Ketchum's contract and urged Kotcher, to
"take steps to assure that it never happens again."
He likened the deal to the days of payola, when radio deejays
were paid by press agents to spin records.
SLOANE QUITS COUNCIL.
Elliot Sloane has
withdrawn his New York firm's membership in the Council
of PR Firms, following public remarks by Council president
Kathy Kripps regarding the Ketchum-Dept. of Education controversy,
which is under FCC investigation.
Sloane rapped her
comments as "tepid and apologetic."
In The New York
Times on Jan. 12, Cripps pinned blame for the debacle
on commentator Armstrong Williams, saying it was his responsibility,
not Ketchum's , to disclose the financial relationship.
Cripps also said
Ketchum, a member of the group, did not violate the Council's
in support of comments by Richard Edelman, said Sloane &
Co., resigned from the Council, effective Jan. 12.
Firms pay 0.65%
of their U.S. income as dues to a maximum of $50K each.
with almost all of the top 10 firms contributing.
Internet Edition, Jan.
19, 2005 Page 8
The Armstrong Williams/Ketchum
mess (page one) may be the Three Mile Island of PR.
In that 1979 PR disaster, the mishandling of a puff of
radiation into the air from a stack in Pennsylvania ended
the expansion of nuclear power in the U.S.
No new nuclear plant was ordered after that.
Congress and the FCC are probing Williams/Ketchum and even
President Bush has declared there must be a "bright
line" between journalism and propaganda. All government
PR contracts are being examined and who knows where that
The feds are already leery of anything with "PR"
on it, having passed a law in 1917 that forbids the use
of federal funds for it ("PA" is used instead).
PR is also in hot water on the West Coast with the indictment
of a former Fleishman-Hillard executive on 11 felony counts
of wire fraud. F-H allegedly overbilled the L.A. Dept. of
Water & Power.
Ketchum and F-H are
Omnicom firms but there are differences in how each
is handling its crisis. F-H execs John Graham and Richard
Kline have been available for interviews and the firm has
put out extensive materials on its situation. But Ketchum's
Ray Kotcher has regularly ducked this NL on this and other
matters. Predecessor Dave Drobis was highly visible, heading
three major PR organizations. Drobis, who retired at 62,
was a strong believer in using ads to support PR goals.
Neither Kotcher, PRSA nor the Council of PR Firms puts
any blame on Kotcher or Ketchum for the "Minority Outreach
Campaign" contract with Williams that specified he
was to comment on NCLB during his programs. He was also
to "utilize his long term relationship with America's
Black Forum, where he appears as a guest commentator, to
encourage the producers to periodically address the NCLB..."
Williams is touted in the contract as an influential commentator
with a potential audience of 12 million ("39% black;
21% Latino, 40% white").
PRSA president Judith Phair, in two statements on this
subject, couldn t bring herself to mention "Ketchum"
in either one, referring instead to "a PR agency."
If Kotcher and Ketchum's Lorraine Thelian are found to have
had a role in non-disclosure they could be expelled from
PRSA. A member "sanctioned by a government agency"
may be "expelled," say the bylaws.
Since the Dept. of Education/Ketchum program focused on
minorities, we should hear from PRSA board members Cheryl
Procter-Rogers, an African-American, and Rosanna Fiske,
a Latino. If they are muzzled on this subject, it will say
a lot about PRSA and the practice of PR in the U.S.
Kotcher, showing favoritism
to one of PR's three weekly publications, provided
a statement on Williams/Ketchum to the PR Week website
Jan. 13, bypassing this NL and PR News. He even praised
PRW as "a great prospective forum" for discussing
government PR contracts.
Do PR pros normally recommend one particular trade publication
over others? We couldn t find PRW's website in the top 120
for "PR news" in Google while odwyerpr.com ranked
third after PR Newswire and Topix.net's PR section.
Phair's reticence to mention "Ketchum"
is the fact that the firm is the crown jewel of PRSA, holding
far more of its highly touted Silver Anvils than any other
firm (89 as of 2004 including 62 added in the last 11 years).
Only one other firm (F-H) has more than 10.
While PRSA has been supporting Ketchum, the reverse is
not true. Ketchum cut its PRSA members from 79 in 2001 to
48 in 2003 and 22 in 2004.
Ketchum was for many years the biggest advertiser in PRSA
publications, taking 12 consecutive right hand pages in
the December 1987 PR Journal.
Ketchum has won so many Anvils because the contest is set
up to reward the kind of PR programs Ketchum does. Rules
require Anvil judges to give up to ten points in each of
four categoriesresearch, strategy, execution and post-research.
An entry of 100 pages should have 25 pages on each category,
Ketchum creative director Judy Rich once advised. A PR firm
that brought in baskets of placements but didn t do lots
of research and planning could not win an Anvil. Media coverage
is belittled. Advice to contestants on the PRSA website
says, "Clips only = loser," "Don t expect
clips to win," and "More Research, Fewer Clips."
Ketchum is a big supporter
of PR research. Its knowledge of the detailed rules
for Anvil submission also helped it. In a dust-up that rocked
the Society in 1992, it was revealed that hundreds of entries
in previous years had been rejected (33 in 1992) on nit-picking
grounds such as binders being more than three inches on
the outside (the standard "three-inch" binder
is 3.5" on the outside).
PRSA pocketed entry fees of $150 and more for each entry
without telling the contestants why the entries were rejected.
Ketchum, acquired by OMC in 1996, was $13 million in debt
at the time and was told its loans were being cancelled.
The firm had paid $11.4M for stock of departing execs in
1993-95. Book value of Ketchum stock was -$1.42 per share
as of Dec. 31, 1995. Ketchum had net fees of $185M in 2001,
its last public financial report. Jack