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O'Dwyer's Newsletter - Nov. 19, 2012 - Vol. 45 - No. 46 (download PDF version)

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NEWS OF SERVICES _______________


Although only 25 percent of PR agency owners have made a concerted effort to know as much about social media as anyone practicing it today, 33% say they've personally learned as much as they need to know to manage the function, according to a survey by StevensGouldPincus.

SGP, which advises firms on mergers and acquisitions, drew responses from 142 agencies of all sizes finding that a robust 90% of PR agency owners believe that social media won’t replace traditional print and broadcast media.

But firms understand the opportunity for PR with digital and social media. Seventy-eight percent said that if PR firms aren't up to speed on social media clients will turn to digital/interactive agencies. Twenty-one percent said clients will look to ad agencies while another 24% will likely hire internally, according to the survey.

As for staffing their owns firms, 60% of agency owners said they cultivate their own expertise by internal training, while only 30% hire new professionals who have already been trained in college in social media.

“Even though the predominant view is that social media won’t replace traditional print and broadcast media there's no question that PR agencies are looking over their shoulders to see who might be gaining on them to provide leadership and wisdom in social media,” said Art Stevens, managing partner of SGP.


Rutgers University was honored at the 7th Annual SNCR Symposium and Awards Gala held Nov. 9, for an unconventional test of identical press releases distributed with and without a photo.

The Rutgers University Center for Management Development won the Measurement & ROI Award in the Academic Division from the Society for New Communications Research, for a test its claims showed press releases with images are more effective than those without.

Working with SEO-PR, a press release was distributed via Business Wire at the same time one week apart, one with a photo and one without.

Eric Greenberg, managing director of executive education, Rutgers CMD, said the campaign has generated seven registrations worth $31,500 in incremental revenue for Rutgers CMD, about 8.75 times more than the $3,600 spent on writing, optimizing and distributing the press releases over BW with and without a photo.

“So, conducting the study has paid off financially, as well as academically,” he said.

BRIEFS: Synaptic Digital, acquired last month by Definition 6, has “re-branded” its London operations as Definition 6. The London office serves as the company's European headquarters.The Synaptic name continues in the U.S. and the company said its Asian offices will take the Definition 6 name in 2013. Matt Thomson is managing director, int’l business. ...Maryland-based broadcast PR company Tobin Communications has revamped its website at

PEOPLE __________________



Elinor Mills, senior writer, CNET, to Bateman Group, San Francisco, as director of content and media, a new post. CEO Fred Bateman said Mills will lead the firm’s content creation unit and serve as a resource on media strategy for clients, with a special focus on enterprise cloud/SaaS, security and mobility. She was a foreign correspondent and tech reporter for Reuters in Portugal and San Francisco, and earlier was at The Industry Standard and IDG News Service.


Steve Knipstein, senior director of global marketing services, Life Fitness, part of Brunswick Corp., to KemperLesnik, Chicago, as VP in its PR unit. He was a senior VP and GM at Cushman/Amberg Communications, managed of public and investor relations for Smartalk Teleservices. Inc., and was an A/S for GolinHarris and Aaron D. Cushman and Associates.

Charlebois, Baccus

Lisa Charlebois, a vet of Ogilvy, Digitas and BBDO, to GolinHarris, Los Angeles, as creative director, handling PR, digital, social paid advertising and collateral assignments. Chris Baccus, executive director of digital and social media, AT&T, joins as executive director, digital strategy, and Hugo Cabrera, art director, SuperVisionMD, as interactive designer. The firm has also added journalist Valli Herman (Los Angeles Times, Dallas Morning News), technology writer Asami Novak (Wired), and corporate/technology PR pro/writer (Edelman, Sprinklr) Elizabeth Winter.

Mark Ludwig, designer and web developer, Direct Dimensions, to Warschawski, Baltimore, as a senior design developer, handling coding, app development and database management for agency clients.

John Bluth, senior VP of investor relations and group comms., Elster Group SE, to PowerSecure International, New York, as senior VP of investor relations and corporate comms. He was previously at CV Therapeutics, Aviron and Fleishman-Hillard.

Toby Walsh, a U.K. tech PR pro previously with Waggener Edstrom, Nelson Bostock, Inferno, Marlin PR and Brands2Life, to Sparkpr, San Francisco, as managing director of the tech firm's London office.



Andrea LePain to VP, media relations, Greenough, Boston. She joined the firm two years ago from NECN.

Kristin Proctor to group supervisor, Morgan Marketing & PR, Irvine, Calif. She joined in December 2010.

Annie O’Dell to assistant A/E, Eisbrenner PR, Royal Oak, Mich.

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