The eight page weekly is the only PR newsletter on LEXIS/NEXIS.
Edition, December 20, 2006, Page 1
Holidays to all our readers. The next issue of the newsletter
will be Jan. 3. Follow breaking news on odwyerpr.com.
EDELMAN SNAGS $1M XBOX WORK.
has shifted European and Middle East Xbox PR duties from
Manning, Selvage & Lee to Edelman. That makes the No.
1 independent the worldwide agency of record for the gaming
Brain, CEO of Edelman/Europe, led the pitch that included
Weber Shandwick and Hill & Knowlton. He said the firm
is energized by the challenge ahead.
account is valued at $1M. Edelman begins the EMEA Xbox program
ACOSTA TAKES OFF FOR QORVIS.
Dean Acosta, NASAs
chief spokesperson, plans to step down for a managing director
post at Qorvis Communications.
Acosta, who is also deputy
assistant administrator for public affairs for the space
agency, led NASA PA and communications following the space
shuttle Columbia disaster in 2003.
Earlier, Acosta was a
TV, radio, and print reporter covering the energy industry
during a 12-year journalism career. He moves to D.C.-based
Qorvis on Jan. 2.
David Mould, assistant administrator for PA at NASA, will
take over as press secretary.
KEATING TO GRAB PR REINS AT
Mary Jo Keating, VP of
corporate communications for Northeast Utilities, has been
named to replace BNSF Railway Companys Richard Russack,
who is retiring as the companys top PR executive in
Keating has been with
NU, the major utility company in New England, since 1995.
She is a former corporate communications group director
for the Campbell Soup Company and also held key PR posts
at Pioneer Hi-Breed International and The DuPont Company.
Russack is stepping down
after 15 years with the publicly traded 32,000-mile rail
network, which stretches across 28 states and two Canadian
provinces. BNSF stands for Burlington Northern Santa Fe
and is the merger of several rail lines over its 150-year
is effective in January, although she joined the company
Bell reached out to WPP Groups Penn Schoen & Berland
for help in its E. coli crisis that sickened nearly
70 customers and forced the shutdown of 90 restaurants in
the northeast, 70 of them have re-opened.
PS&B publicized the
hiring of Michael Doyle, a director of the well-regarded
Center for Food Safety and the University of Georgia, to
help pinpoint the E.coli source.
S.C. PLANS VOTER OUTREACH.
election commission, which has overseen reform of the states
voting apparatus over the last few years, has issued an
RFP for a firm to assist with a statewide voter education
and public communication campaign.
The Palmetto State will
get extra attention over the next two years as a key nominating
state for the 2008 Presidential election. It has met the
requirements of 2002s sweeping voter reform law, the
Help America Vote Act, and implemented statewide electronic
voting for the recent election with a few glitches. The
goal of the PR effort is to reach a higher level of
service to voters with easier use, convenience and
The state wants a firm
with public sector experience and a South Carolina office
to handle media relations, events, information kits, and
The Associated Press noted some precincts in the state were
plagued by long lines and technical glitches during the
recent November election. S.C. Governor Mark Sanford made
national headlines when he was rebuffed because he didnt
have a voter registration card, but he later returned with
proper ID and voted.
The resulting contract could stretch from February 2007
to December 2011.
Proposals are due Jan.
17. Norma Hall is procurement officer ([email protected]).
PR IS BRAND-BUILDING
The December issue of
The Advertiser, the bi-monthly magazine of the National
Assn. of Advertisers, has a five-page feature headlined,
PR Steals the Spotlight, lauding the input of
PR in the marketing mix.
Circulation is 25,000
senior decision makers in the 300 companies
that are members of the ANA. Virtually all of the biggest
advertisers are members.
As companies grapple
with how to reach increasingly distracted consumers, PR
is gaining favor with marketers, writes John Wolfe,
New York bureau chief of Advertising Age from 1987-93 and
senior director of PA, American Assn. of Advertising Agencies,
(Continued on page 7)
Edition, December 20, 2006, Page 2
MANDELA CRITICIZED AS SHILL.
Nelson Mandela, the 20th
centurys human rights hero, is criticized for serving
as spokesperson for the diamond industry by the Dec. 18
The New Republic.
The World Diamond Council
maintains that Mandela is speaking on his own to counter
bad press from the movie Blood Diamond. A Los
Angeles Times blog reported that Sitrick & Co. recruited
the former African National Congress and President of South
Mandela wrote a letter
to BD director Edward Zwick in which he expressed hope that
the gripping and important real life historical story
will not result in the destabilization of African diamond
producing countries and ultimately their peoples.
As President of South
Africa, which produces more than $1B worth of diamonds per-year,
Mandela became very close to former DeBeers head Harry Oppenheimer,
according to TNR.
The magazine agrees that
Mandela had every right to protect South Africas economic
interest at that time. Mandela, however, did not gain his
worldwide esteem by promoting economic development in South
Africa. Mandela owes his stature to his decades-long
campaign against apartheid, a campaign that appealed to
universal values like human rights and freedom. TNR
says Mandela shilling for the diamond business
is putting their narrow economic interests above universal
SERNOVITZ TO STEP DOWN FROM
Andy Sernovitz, CEO of the Word of Mouth Marketing Association,
will step down from the group when his contract expires
at the end of March.
The most important service a true entrepreneur can
provide to his company is to get the hell out of the way
when the startup days are over, he said in a memo
to staff and members.
He noted WOMMA is no longer a startup and has
grown from 10 members to 330 in two years. He said the group
has changed the game and made ethics topic No.
1 in marketing innovation.
Sernovitz started the Association for Interactive Marketing
in the early 1990s, which banded together early Net
companies and was eventually sold to the Direct Marketing
Assn. in 1999. WOMMA is made up of professional staff and
an elected board. Ed Keller, pres. of The Keller Fay Group,
New Brunswick, N.J., is pres. of the board. Edelmans
Rick Murray is treasurer.
FORT LAUDERDALE POPS
UP IN BIG APPLE.
M Silver Assocs. is creating a pop-up store
at Manhattans Union Square next month for the Greater
Fort Lauderdale Convention & Visitors Bureau. The firm
says its the first-ever destination pop-up.
New Yorkers will be treated to a palm tree-lined venue
for 10 days beginning Jan. 10. The store will feature an
array of travel info and specially priced vacation packages.
Visitors to coast 954 can go virtual fishing,
play golf or get a massage.
New York City is Fort Lauderdales No. 1 out-of-state
NY POST OUTS OMC.
The New York Post reported Dec. 14 that Omnicom
fought to keep secret legal filings that allege the ad/PR
conglom arranged several cozy financial deals to help
hide losses and meet Wall Streets profit expectations.
Those documents claim OMC sold stakes in faltering Internet
ventures to firms controlled by CEO John Wren and chief
financial officer Randy Weisenburger to scour its
The lawsuit contends that OMC in `02 created a shell called
Seneca to keep other crumbling web investments off
OMCs lawyers say the accounting for Seneca was proper
and approved by auditors Arthur Andersen and KPMG. An OMC
spokesperson refused to comment to the Post.
HEBRON TO EXIT LIMITED FOR
Anthony Hebron, VP of external communications for Limited
Brands, is slated to join scientific R&D organization
Battelle as SVP of corporate relations.
Hebron steps down after seven years at Limited, the parent
company to retail brands like Victorias Secret, Bath
& Body Works and Henri Bendel. Prior to that, he held
communications posts at Dow Chemical and Kellogg Co.
Battelle, like Limited, is based in Columbus, Ohio. The
scientific research entity is a charitable non-profit trust
and counts 20,000 employees across 120 locations overseeing
$3.7B in research. Among its lab management sites are five
U.S. Dept. of Energy laboratories which it manages or co-manages,
including the well-known national laboratories at Oak Ridge
(Tenn.) and Brookhaven (N.Y.).
Hebron is set to join the non-profit in the new SVP post
on Jan. 15.
KEKST GUIDES BREEDENS
Kekst & Co. is advising former Securities and Exchange
Commission chairman Richard Breeden who heads an investment
group seeking four seats on Applebees staggered board
Breedens group charges severe performance problems
at Applebees because of high overhead cost and wasteful
spending. The Overland Park, Kan.-based restaurant chains
nine-month net tumbled 23 percent to $995M.
In a letter to Applebees directors, Breeden says
the companys shares should be trading at more than
$50 (vs. $23.82) if it matched the performance of industry-leading
Darden Restaurants (home of Red Lobster and Olive Garden).
He believes Applebees offers customers an excellent
product and has a wonderful network of talented
Breeden faults the board for dithering while shareholder
value slips farther and farther behind. That, to Breeden,
is not what the board is paid to do. Keksts
Victoria Weld handles the Breeden bid.
Applebees management says it will stay the course,
delivering near- and long-term value to shareholders.
Edition, December 20, 2006, Page 3
CLOSES AFTER SIX-YEAR RUN.
a beer and babe magazine, is closing after a six-year run
due to difficult trading conditions in the U.S.
Keenan, CEO of Emap Consumer Media, says he sees no immediate
upturn in the U.S. market and could not operate FHM on a
staffers are to be let go, but the U.S. FHM website will
The British FHM is the No. 1 "lad" mag in the
GRANITE BLAMES CW FOR CHAPTER
owner of 23 TV stations in 11 markets, has filed for Chapter
11 after suffering losses of more than $80M for the first
nine months of this year.
CEO Don Cornwell blames
the formation of The CW Network for the demise.
Granite's San Francisco and Detroit TV stations lost their
WB affiliation with the merger with UPN to form CW. GB failed
to line up buyers for the stations.
Cornwell says the rest
of GB is competitive and profitable. He notes
the acquisition of the CBS affiliate in Birmingham now gives
the company coverage of 60 percent of the upstate New York
The company owns stations
in Buffalo and Syracuse.
GB hopes to emerge from
Chapter 11 during the first-half of next year.
APS SOLOMON TO WAPO.
John Solomon, who led
the seven-member investigative team at the Associated Press,
is joining the Washington Post in the new year.
He will head up coverage
of campaign finance and do accountability reporting
for the federal government and Congress, according
to a Post memo.
Team Solomon scored recent
coups with stories about the Dubai Ports deal, and news
that President Bush was informed about the potential devastation
to New Orleans from Hurricane Katrina before the storm hit.
Solomon began work at
AP in 87. He has served as assistant bureau chief
for its D.C. office.
MacKINNON TAKES TW'S TOP D.C.
Time Warner has named
Gail MacKinnon senior VP-global public policy. She reports
to executive VP Carol Melton.
Based in Washington, MacKinnon
will handle TW's government, political and public policy
initiatives. She also will be responsible for the media
combine's outreach to its various trade associations.
MacKinnon is senior VP-government
relations at the National Cable and Telecommunications Assn.
She joins TW in January.
Before signing on at the
NCTA, MacKinnon was VP-government relations at Viacom. She
wound up at that post when Viacom took over CBS, where MacKinnon
was VP-federal relations.
Earlier she was at Tele-Communications
and Turner Broadcasting, which is part of TW.
PAO IS TOP FEMALE KILLED IN
Maj. Megan McClung, a
34-year-old public affairs officer for the 1st Marine Expeditionary
Force who oversaw embedded journalists in Iraq, has become
one of the highest-ranking female soldiers killed in the
McClung was killed on
Dec. 6 in Anbar province while supporting combat operations,
according to a Pentagon press release of Dec. 11. She was
killed by a roadside bomb while escorting journalists, according
to news reports. The Associated Press reported that no journalists
were seriously injured in the bombing.
Her unit was based at
Camp Pendleton, Calif.
Lawrence Kaplan, a senior
editor for the New Republic, remembered McClung on
his blog this week. "Whether securing me a seat on
a flight that no one else knew existed, scoring an interview
for me with a Sunni sheikh in Ramadi, or responding quickly
and indulgently to the most inane questions a writer could
think to ask, McClung did a difficult job cheerfully and
she did it well," he wrote, calling her one of
the finest PAO's in Iraq."
DELAY MOUNTS COMEBACK IN CYBERSPACE.
Former Congressional firebrand
Tom DeLay has launched Grassroots Action and Information
Network in cyberspace to "counter secular progressive
pressure groups and radical leftist agendas wherever they
appear in the U.S."
The former Majority Leader,
who represented Sugar Land, Tex., is using the GAIN blog
(TomDeLay.com) to "break through the liberal mainstream
media clutter" and keep "elected officials true
wants to establish GAIN chapters in each Congressional district.
Those units will give GAIN an "active role in local,
state and federal political life by effectively advocating
for conservative first principles at every level of government."
DeLay is offering GAIN
memberships for $52.
Members will receive insider
political information on the 110th Congress and updates
on the ways of combating the plans of the radical left and
their associates in the left wing media elite. They
will also enjoy monthly strategy sessions with DeLay who
was indicted on conspiracy and money laundering charges.
Democrat Nick Lampson
won DeLays former Congressional seat in the November
CBS RESURRECTS CBS RECORDS.
CBS Corp. is re-launching
CBS Records, a unit that will mainly provide original music
for its television programming. The goal is to cut spending
for music licensing fees. CBS Records was one of the top
labels in the `70s and `80s when it was headed by Walter
Yetnikoff. It featured stars like Bob Dylan, Rolling Stones
and Barbra Streisand. The label was sold to Sony Corp. for
$2B in `87. Sony retired the CBS Records name.
The revived CBS Records
is to offer music to consumers via Apple Computer's iTunes
Stores. It also may release CDs on a case-by-base basis.
The charter talent
for the new label includes Will Dailey, P.J. Olson and the
rock band, Senor Happy.
news continued on next page)
Edition, December 20, 2006, Page 4
TIMES PUSHES THE ENVELOPE.
which is billed as the ultimate awards site,
has enabled the Los Angeles Times to significantly
broaden its coverage of the entertainment business during
the past year, according to editor Betsy Sharkey.
coverage is now more varied and layered, she told the Entertainment
Publicists Professional Society on Dec. 4.
Envelope's purpose, according to promotional materials,
is to raise awareness of award contenders, drive box office
numbers, boost DVD sales, influence voting considerations
of Academy and guild members and target consumers.
Envelope receives three million visitors during the high
season between November and February. It features
interactive photo galleries, video clips of red carpet coverage,
celebrity podcasts, blogs and a Buzzmeter.
EPPS panelists prefer emails. Dont call me,
email works best, because I work out of my home literally
blogging all day, said Elizabeth Snead, contributing
editor of The Envelope.
former fashion editor and entertainment writer for USA
Today prefers 10 days advance notice of story
pitches, since she covers three events a night. I
might not get back to you right away, but I do read my emails,
At The Envelope, Snead writes a daily Styles and Scenes
blog about awards, parties, stars, styles, secrets and sins.
She also writes for the Times' Sunday Calendar section's
new Party Page.
LAT re-launched The Envelope to make it more accessible
to our users and the industry, said its senior producer
site is broken down into sections on awards and includes
photos, features and anything to do with the awards show
in the subsections.
is Academy news and breaking news on the site. We've created
these multimedia models on each page for photos. We also
host podcasts of nominees or anyone associated with the
awards show, said Kapsch.
Kapsch was the former managing editor of TheEnvelope.com,
as well as a producer of TV sites at ABC, NBC, Sony Pictures
Digital Entertainment and Viacom.
tip: dont pitch a hodge-podge of clients to The Envelope.
We're looking for a window into the lifestyle of a
person so exclusives are given much more consideration,
Betsy Sharkey, editor
SONY FLOG OUTED.
Sony admitted it was behind
a fake weblog, or flog, touting its PSP game console last
week after bloggers traced the site to viral marketing firm
Following the outing,
Sony acknowledged the company was behind alliwantforxmasisapsp.com
and added a clarification posting admitting
the connection, MediaPost reported.
Comments were not allowed
online after Sony posted its confession.
Medipost noted a Zipatoni
executive posting on the site suggested that Sony shrugged
off concerns that the connection would be revealed. As
long as it is funny, we do this stuff all of the time,
the executive wrote, attributing that comment to Sony.
RUTHERFORD TAKES EDITOR ROLE
Burt Rutherford, communications
director of the Texas Cattle Feeders Assn. in a 21-year
career there, has joined BEEF magazine as senior
Rutherford oversees coverage
of the U.S. cattle feeding industry for the Prism Business
Media titles 10K readers, based in Amarillo, Tex.
The magazine is published 13 times a year.
He started his career
as a writer and reporter for the Western Livestock Journal.
At TCFA, he produced the
trade groups weekly newsletter, annual magazine, and
FIEDLER RESIGNS MIAMI HERALD
Tom Fiedler, who was under
fire by Miami's Cuban community, has stepped down as executive
editor of the Miami Herald.
He is replaced by Anders
Gyllenhall, editor of the Star Tribune in Minneapolis.
Both papers are McClatchy Co. properties.
Fiedler's departure follows
the October resignation of Herald publisher Jesus Diaz,
who was caught up in the controversy connected with news
that journalists of its Spanish-language paper were on the
payroll of the U.S. government.
Fiedler, 60, referred
to those critics as "Chihuahuas" that were nipping
at the Herald's heels. He apologized for that comparison.
Gyllenhall was a Herald
reporter, who moved to the News and Observer in Raleigh,
before shifting to Minneapolis in 02.
Magazine, a genealogy title published by MyFamily.com,
relaunched as a bimontly with its November/December issue.
The magazine claims 50K subscribers in the U.S.
Pies, a M.D. in psychiatry, has been named editor-in-chief
of CMPMEdicas Psychiatric Times, effective
Jan. 1. Pies has been a contributor to the publication since
its inception in 1984 and has authored and co-authored articles,
book chapters and books.
PT is a monthly tabloid
newsmagazine with a circulation of about 39K psychiatric
20, 2006, Page 5
OF PR FIRMS
GLASURE TOGETHER AGAIN.
has re-acquired the Glasure Group, a Tampa, Fla.-based firm
headed by founding FWV partner Jack Glasure in 1997.
divested the office in 2000 on an agreement between FWV
CEO Rick French and Glasure to sell the office if performance
targets were met. Glasure has maintained a loose
affiliation with FWV since then.
said growth in Raleigh and New York made acquiring Glasure
and its staff an extremely attractive value proposition.
clients include Passport Marine, Fierce-i Films, and American
PINNACLE MARKS 30 YEARS.
Pinnacle Worldwide, an
international network of 34 independent firms, recently
marked its 30th anniversary at its board of directors meeting
Pinnacle recently named
its first president from Europe, Hannemie Stitz of Public
Relations Partners in Germany. She is the 20th president
of the organization and serves a two-year term.
A handful of firms with
offices in six U.S. cities founded Pinnacle in 1976. It
has since grown to include 57 offices in 29 countries.
Stitz said expansion during
her term will focus on Brazil, Russia, India and China.
Chicago, won a $51K year-long contract to help develop a
marketing plan for the Univ. of Colorado, Colorado Springs.
Eight firms pitched for the account. ...Quinn
& Co., New York, has a new website at quinnandco.com.
...Hill & Knowlton
said it will launch a communications mapping
service in early 2007 developed by its ComMetric group.
It is to include interpretations of the relationships,
momentum, influence and pass-through of ideas
in traditional and social media. Jim Beakey, a veteran of
Factiva, Delahaye and Applied Communication, has joined
H&K to head the service. He also worked at 2B, a benchmarking
company that was partly owned by H&K. ...Steptoe
& Johnson, Washington, D.C., has aligned with
eight-staffer bi-partisan lobbying shop The Scott Group.
TSG was previously associated with Collier Shannon Scott.
...The Ruth Group represents
MEDecision, a Wayne, Pa., software company that caters to
the healthcare industry. MED went public last week with
a $47M IPO. ...Oui
2 PR has added music publicist Jennifer Bandier Diggins
and renamed the firm Milestone PR with offices in New York
and Los Angeles. Diggins, the daughter of EMI Music Publishing
CEO Martin Banier, serves as SVP of urban music and events,
effective Jan. 1. She worked with Oui 2 in 1992 for HMV
Records and later went on to co-found Diggit Entertainment,
representing artists like TLC. ...Integrated
Corporate Relations, Westport, Conn., is handling
communications for Texas-based wheeled footwear company
Heelys, which went public in early December with a blockbuster
$135M IPO that surpassed expectations.
New York/Pernod Ricard, spirits and wine brands, as Hispanic
promotions agency for Stoli Vodka in the New York area.
Communications, New York/Arcanna, branding and package
design firm; Future 1st, for launch of child passenger restraint
device Angelguard, and Posters Please, for ongoing PR.
Young Communications, New York/Rums of Puerto Rico,
as AOR for PR in the U.S. The firm said it will work to
paint P.R. as the rum capital of the world through
promotional activities and PR.
Group, East Rutherford, N.J./The Shops at Columbus
Circle and The Restaurant & Bar Collection at Time Warner
Center, as AOR for PR, including business and consumer media
Finn, New York/Li-Ning, the Nike of China
and a key sponsor of the Beijing Olympics, for PR. Li -Ning
has already cemented ties with the National Basketball Assn.
and a handful of players. It is expected to introduce Shaquille
O'Neal's Shaq line in China and Taiwan in 2007.
Ogilvy PRs iPR Asia unit took care of that announcement.
as AOR for PR.
for Risk Communications, Washington, D.C./Hecla Mining
Company, for comms. policy counsel and crisis comms. training
for the Idaho based mining company. CRC is made up of Widmeyer
Communications and the Center for Risk Communication.
Marketing PR, Baltimore/United Displays of America,
for a national marketing push.
Communications, Washington, D.C./Christopher and
Dana Reeve Paralysis Resource Center, for outreach to the
PR, Alexandria, Va./TraceSecurity, as AOR for PR
following project work.
Group, Cary, N.C./Proof-it-Online, proofing and approval
services for creative pros, for PR and media outreach to
the creative services market.
Communications Group, Little Rock, Ark./
omniscout, GPS technology, as AOR for PR in North America.
Consultants, Tampa, Fla./EarthFirst Technologies,
alternative fuel technologies, for marketing comms., IR
and strategic planning.
Chip Marketing & Comms., Northbrook, Ill./
Sunwin International Neutraceuticals, China, for a U.S.
marketing campaign touting its Only Sweet dietary supplement
Partners, Chicago/CME, financial exchange, as agency
of record for branding and marketing.
Lynch Spong, Minneapolis/The Sherwin-Williams Co.,
as AOR for its paint stores groups architectural segments.
Kovac, Kansas City, Mo./Norgren Inc., pneumatic motion
and fluid control technologies, to develop integrated marketing
communications efforts for the company.
Edition, December 20, 2006, Page 6
SLAPPED FOR VNR STANCE.
Radio Television News Directors Assn.'s First Amendment
defense for the airing of unsourced VNRs is taken to task
in a Star Tribune (Minneapolis) op-ed by Henry Geller,
former general counsel at the Federal Communications Commission,
and Diane Farsetta, senior researcher at Center for Media
duo argues that disclosure is not meant to suppress VNR
use, but to "avoid the widespread deception of news
audiences." They say Congress and the courts stress
that broadcasters-which enjoy free use of the public airwaves-must
operate in the public interest.
and Farsetta say disclosure is especially important because
economic pressures "placed on TV stations today have
effectively transformed VNRS into an essential yet undeclared
part of TV newsrooms budgets." At the very least, the
public should be informed of disclosure of VNRs so they
can "evaluate what's being presented as news."
is the author of CMD's two studies that charted the widespread
use of VNRs.
FCC has launched a probe to see if undisclosed VNR broadcasts
violate sponsorship identification rules.
National Assn. of Broadcast Communicators president Kevin
Foley responded to the Star Tribune report, charging that
Geller and Farsetta "continue to advance the notion
that the government should serve as a censor to TV news,
irrespective of any First Amendment free speech or free
noted that the vast majority of VNRs produced by NABC members
are on innocuous topics like the versatility of pancakes.
The FCC rules, according to Foley, "very clearly state
that TV and radio stations must disclose the source of any
material they receive from an outside source if that content
is controversial or political in nature, or if a TV station
received payment to air it."
wrote that journalists have been using VNRs since the beginning
of TV news because the videos contain value for their viewers.
Of the FCC probe of VNRS, Foley concluded that it is "incumbent
on the Commission to weigh what the applicable rules are
against what Farsetta and Geller wish the rules were."
Medialinks digital broadcast tracking service,
has added three clients from the direct response advertising
sector media buying agency hawthorne direct, marketer
ThermoSpas, and a third unnamed direct response firm. ...Gregg
Castano and Pyllis
Dantuono have been named co-chief operating officers
for Business Wire. Castano is focused on sales strategy
and financial analysis, while Dantuono heads global operations,
legal issues and editorial policies. ...Nick
Peters, former senior exec for Medialink and former
producer and writer for Dan Rather and Charles Osgood at
CBS News, to On The Scene Productions, Los Angeles, as senior
VP of marketing and strategy. ...Executive recruiter K.
Russo Associates, Stamford, Conn. marked its 10th
anniversary in 2006. Karen Russos firm recently kicked
off a recruitment essentials program with HR
managers and is expanding its consulting services to include
policy development and rewards strategy.
Cerrone, senior director of media relations for the
New York Yankees, to DKC, formerly Dan Klores Communications,
New York, as senior VP of its sports division. Cerrone,
a former Major League Baseball catcher, was assistant director
of PR for MLBs office of the commissioner and VP of
PR for the Pittsburgh Pirates franchise.
Wilson, a former technology and environmental correspondent
for CNN, has joined Xethanol Corp., New York, as executive
VP of communications and technology affairs. The company
develops renewable energy technologies.
Hughes, PR specialist for the Northeastern Assn.
of the Blind, to Shorey PR, Saratoga Springs, N.Y., as an
Guertin, former PR manager for Advertising Ventures,
to LIN TV Corp., Providence, R.I., as a PR specialist. She
was recently assistant director of comms. for Harrahs
Entertainments unsuccesful $12M push this year for
an Indian tribe-backed casino in the Ocean State.
Morales, VP, Stanton Communications, to Global Communicators,
Washington, D.C., as senior VP for media relations and new
business development. She was formerly senior counselor
and director of The Martin Agency/SLAY PRs Washington,
Files a veteran journalist from the New York Times
and International Herald Tribune, to Powell Tate|Weber
Shandwick, Washington, D.C., as a VP for strategic communications
and media relations. Jenny
Mayfield, photo editor for USA Today, joins
as a director for healthcare clients. Kathryn
Wilson, recently of BearingPoint, and Margaret
Sacks, legislative director for Virginia State Sen.
John OBrien, join as A/Ss. And Heather
Cable, prev. of Toplin Assocs., joins PT|WS as an
Ortega, a former media relations specialist for L.C.
Williams & Associates and A/S for S&S PR, to MWW
Group, Chicago, as a VP. A 20-year PR veteran, Ortega was
previously a personal publicist for the late football great
Walter Payton and is the author of Media Relations 101.
Rooney, executive director for law firm Rudloff Wood
& Barrows, to Perry Communications Group, Sacramento,
Calif., as operations manager.
Laws and Kelly
Williams to senior VPs, William Mills Agency, Atlanta,
Ga. Charlyne McWilliams
was named A/S.
Thompson to senior associate and Julia
Ehrgood to associate, Carmen Group, D.C.
DeVilling to executive VP, John Bailey & Associates,
Troy, Mich. He joined the firm in 2000 and heads work for
R.L. Polk & Co., Macys North and DuPont Automotive.
Satterfield to director of regulatory, government
affairs and communications, American Transmission Co., Pewaukee,
Wisc. He joined the company in 2003 as director of comms.
Edition, December 20, 2006, Page 7
from page 1)
is now with MindShare, a worldwide media company that is
part of the WPP Group.
for the article were Helen Ostrowski, CEO of Porter Novelli
and chair of the Council of PR Firms; Anthony Rose, associate
director for global beauty external relations, Procter &
Gamble; Andy Cooper, principal of CooperKatz & Co.,
New York, which is PR counsel to the ANA, and Paul Woolmington,
founding partner of Naked Communications, New York.
Ostrowski says marketers
are now inviting PR pros to take part in planning at a much
earlier phase than previously.
Says Wolfe: Marketers
are recognizing PRs value and contributions as an
important brand-building tool.
An ANA survey earlier
this year found that 89% of respondents, when asked to rank
the value of several above and below the line marketing
disciplines, rated PR either as very important
(59%) or important (30%) to their overall business.
This was the highest such ranking given to any discipline,
Rose said, "As media
inflation proceeds unchecked and marketing noise increases,
the credibility that PR and editorial provide cuts through
PR is well suited to performing
in the "wild west" of the new profusion of media
outlets because its practitioners are used to not having
control over the message but instead have to rely on third
party endorsers, said Ostrowski.
PR has a very broad
view of all the audiences that impact an organization and
its brands, said Cooper.
This includes stakeholders
beyond consumers such as shareholders, policymakers, and
PR's job is to find creative
ways to make marketing ideas newsworthy and beneficial to
the lifestyles of the target audiences, he added.
Woolmington says PR pros
bring a special perspective to the table because
of their direct experience with media. When you talk
to PR pros they have a unique perspective on media because
they are media people themselves, he said.
Rose says there is still
room for improvement in the integration of PR and marketing
and that the PR industry itself needs to speak up
and defend its own position. PR is too siloed,
he said, and there is a need for holistic brand building
that moves from siloed disciplines.
BOOK GIVE KEYS TO GOOD CORP.
A roadmap for achieving
good PR for corporations and organizations is provided in
Reputation Management, a 432-page softcover written
by PR professors and practitioners John Doorley and Helio
Fred Garcia. Five chapters have been contributed by various
The softcover ($45.00
via Amazon) is published by the Routledge unit of the Taylor
& Francis Group, New York and London.
Doorley ([email protected])
headed corporate communications at Merck from 1987-2000
before joining Rutgers University as a full time Communications
Dept. faculty member in 2001. He joined New York University
in 2004 to help build the curriculum for a new M.S. degree
in PR and corporate communications which has enrolled more
than 60 students. He is program director.
Garcia, who headed the
crisis practice at Clark & Weinstock for more than a
decade, has been on the NYU faculty since 1988 and also
helped create the new MS program. He heads the Logos Consulting
group which specializes in crisis management and communication.
Reputations are "Real"
The authors contend that
although reputation is viewed as something soft
and intangible by many companies, it has real,
tangible value that can be measured. Recent scandals involving
Enron, Worldcom and other companies show that reputations
can surely be mismanaged, they say.
RM agrees with the definition
of reputation management as put forward by Charles Fombrun,
professor emeritus, Stern School of business, NYU, and editor,
Corporate Reputation Review: Reputation is
the sum of the images the various constituencies have of
an organization. But Doorley and Garcia also say that
Reputation = Sum of Images = (Performance and Behavior)
+ Communication. This makes it clear, they say, that performance
and behavior, as well as communication, are components of
Also cited are Fortune
magazine's criteria for measuring corporate reputation:
innovativeness, quality of management, employee talent,
financial soundness, use of corporate assets, long-term
investment value, social responsibility and quality of products/services.
on Media Relations
A cautious approach is
urged in a 33-page chapter on Media Relations.
In a section under the
headline, Fear of the Press, the book says many
media relations people are not very good at their jobs because
they are afraid of journalists and especially afraid
of being quoted.
There is constant
scrutiny and criticism by senior officials of an organization
of what is said or not said in the press and they often
react out of all proportion to the slightest problem in
a news report, says RM. A call from the New York Times
or 60 Minutes of CBS can cause panic or
worse, it notes. PR people worry that their words
may come back to haunt them and inertia"
also blocks them from contacting reporters, it adds.
Some reporters are better
than others about being objective so it is a good idea to
figure out in advance what the reporter's perspective is,
Beat reporters who become
expert in an industry, sometimes developing insights that
are even deeper than a companys management may
have at a given time, can serve as an early warning
system of trouble ahead, says RM. But they are often
seen within a company as having an anti-company agenda,
Even when reporters know
a company or industry well, it is still important
to limit their access to information and people in a company,
to the news media can cause more than just confusion,
it adds. It can be irresponsible, and sometimes even
Edition, December 20,
2006, Page 8
tragic war in Iraq, and charges that the truth about it
is not being told, dominated the news in 2006.
The U.S. has to choose between the Shiites and the Sunnis
and cannot continue supporting both since this war is now
longer than World War II. Since the Shiites outnumber the
Sunnis nearly 4-1, the choice is painful but obvious.
alleged lies about Iraq, dating from years ago, are all
being laid at the foot of PR. This war has been PRed
to the hilt, said the New York Times Frank
Rich, who wrote a book about it.
Tavis Smiley, keynoter
at the PRSA national conference, was no doubt referring
partly to Iraq when he urged the audience of 2,000+ to stop
the spinning...the mendacity. The speech was the most
accessed story on odwyerpr.com
in November, showing PR pros are concerned about PRs
What is PR? To critics,
its boundless, mindless enthusiasm in the face of
disaster. The Bush Administration is still talking about
democracy, freedom, liberty, and winning in
Iraq despite many indications these goals are unattainable.
said the public is so fed up with hokum that it craves
sophomoric reality shows like American
Idol because theyre honest.
The New Yorker (Dec.
8) had a satiric essay about various epidemics including
Spin Control Syndrome whose symptoms are increased
perkiness as the victim makes everything in his or
her life sound just terrific. Wife left you?
Shes spending a good deal of time traveling.
Son in prison? Hes exploring creative opportunities
in a structured environment, etc.
were four big media hits on PR during the year: the
Smiley speech; the July 13 Rich essay saying PR is synonymous
with sloganeering, marketing, lack of substance,
etc.; Der Spiegel Aug. 7 calling PR the Master of
Deception that even assists in staging wars,
and the Washington Posts Steve Pearlstein who
wrote Oct. 27 that he is fed up with green twenty-somethings
calling him up and not having answers.
He said globalism
in PR has not resulted in economies of scale
but a few bureaucratic behemoths that overcharge and
under-perform, driving away their best talent.
the positive side, The Economist Jan. 19 said PR
is an increasingly vital marketing tool especially
as traditional ad forms decline in influence. PR is trying
to move up the corporate pecking order with
a host of new stratagems, it adds. PR as a brand-building
tool was lauded in The Advertiser of the Assn.
of National Advertisers. The article headlined: PR
Steals the Spotlight. One problem with marketers is
theyre deadly serious, which is opposite to the insouciant,
irreverent atmosphere of a newsroom. PR took more of a soft
sell, light-hearted approach while marketing is often hard
sell and even harsh sell.
an example of the obsession of business with $$, Hearst
CEO Victor Ganzi refused to be interviewed in person
by the New York Times for a feature on the new Hearst building,
saying, It doesnt make the Hearst Corp. another
highly enthusiastic person at PRSA is 2007 president Rhoda
Weiss, who says she is known to clients as the
energizer bunny. She outlined scores of initiatives
at the 2006 Assembly including expanding the APR program
to specialized APRs in the 19 sections. She is studying
for a Ph.D. in Leadership and Change in the Professions
from ultra-liberal Antioch University whose credo is, One
cannot be a scholar and keep secrets. Grads lead
organizational change in their professions. We know
of no organization that is more secretive, undemocratic
and change-resistant than PRSA.
dominance of PRSA was evident at the annual conference
where only educators won awards. Debra Miller got the Gold
Anvil and Parke Gibson awards; Prof. Melvin Sharpe, Distinguished
Service; Prof. Dean Kruckeberg, Jackson, Jackson & Jackson
Behavioral Science; Prof. Carol Ann Hackley, Lund Public
Service, and Prof. Bruce Berger, Outstanding Educator (no
major disappointment was SPAM. Despite all efforts
to thwart it, SPAM doubled in 2006.
a lot of talk about PR promoting diversity but
diversity in PR would mean adding men. More than
90% of PR undergrads are women. A New York Times
feature headlined At Colleges, Women Are Leaving Men
in the Dust, portrayed male undergrads as childish
(obsessed with video games), unfocused, lazy, unmotivated
and cut-ups (e.g., Duke lacrosse team hiring strippers).
Solution: men serve two
years in the army before going to college so they have time
to grow up.
European culture of secrecy has invaded many industries
where leading players sold out to the Europeans (especially
ad/PR). The whole notion of transparency is completely
foreign to most European companies, The Ragan Report
was told by a veteran communicator at the Blackbrooke
Institute conference in Spain in October. European companies
tell employees little and the public, less.
Toni Muzi Falconi,
founder, Global Alliance for PR
and past president, Italian PR Federation (tonisblog.com),
said in a paper to the Institute for PR that only a few
percent of the three million people in PR worldwide (400,000
in the U.S.) are in PR associations because such groups
are not doing their job although some
are worse and some are better.
Such groups, before
thinking of their members interests, must also think
of the audiences of their members, he said.