feb-2012 - Odwyerpr.com

Pg. 10Consumer outrage killsSOPA legislation.Pg. 20Report: The newparameters of RFPs.Communications & new media February 2012 I Vol. 26 No. 2THE TRUTH ABOUT ‘FRACKING’INSIDE THE ENERGY INDUSTRYʼSUNDERGROUND SECRET Pg. 18The politcal myths behind‘less regulation’ Pg. 12Tips for the newPg. 14 bio-based marketKeystone XL Pipeline: whyit’s not over yet Pg. 16F e b r u a r y 2 0 1 2 | w w w . o d w y e r p r . c o mRankings of Environmental &Pg. 31 Public Affairs PR firms

Vol. 26, No. 2Feb. 2012EDITORIALTrust in government has plummeted 6worldwide.8APPLE TAKES PR LUMPS INDEATHS REPORTA series of reports regarding workers’conditions at an Apple plant in Chinathreaten the computer giant’s reputation.9WEBER GETS RESTRAININGORDER AGAINST H+K STAFFA judge has served a restraining orderagainst two Hill+Knowlton staffers due to aWeber Shandwick legal dispute.10CONSUMER OUTRAGEKILLS SOPA BILLA controversial bill to force ISPsto block access to counterfeit websiteswas postponed after historic protestsfrom industry groups and the public.12BEWARE THE MYTH OF‘LESS REGULATION’The argument for less governmentregulation has become a regular talkingpoint for politicians seeking leverage for thespecial interests that support them.13NFL SCORES BIG WITHHISPANIC AUDIENCESThis year’s NFL season was themost watched ever for Latinos, showingfootball is quickly catching up with fútbolas the sport of choice for this market.14DEVELOPING BIO-BASEDBRAND STRATEGIESThe growth of bio-based productscan be seen as a premonition forhow companies can develop powerfulbrand messages in 2012.15CALIFORNIA HIGH-SPEEDRAIL BRINGS PR IN-HOUSEThe CA High Speed RailAuthority has stopped looking for a PRagency and is instead creating its own inhousenetwork.16KEYSTONE PIPELINE DEAD?DON’T COUNT ON ITThe proposed plan to build a $7 billionKeystone pipeline may be down, but itisn’t out.17LOSING TO LAWYERS, BUTEVENING THE ODDSTension has always existedbetween those who navigate the courtsand those who work in the court of publicopinion.‘FRACKING’ DEBATE HAS FUEL18 GROUPS WAGING WARFAREThe front groups that support the naturalgas industry are now hiring former U.S.psychological warfare personnel to fight thepublic debate over hydraulic fracturing.20HEADACHES WITH NEWRFP PARAMETERSPR professionals may have noticed atrend among clients involving the practice ofgoing outside the parameters outlined in theinitial request for proposal.PROFILES OF ENVIRONMENTAL22 PR & PUBLIC AFFAIRS FIRMS31RANKINGS OF ENVIRONMENTALPR & PUBLIC AFFAIRS FIRMSWASHINGTON REPORT36COLUMNS3233343538PROFESSIONAL DEVELOPMENTFraser SeitelGUEST COLUMNJoseph HonickOPINIONJack O’DwyerOPINIONJack O’DwyerPR BUYER’S GUIDEJanuary: Crisis Comms. / Buyer’s GuideFebruary: Environmental & P.A.March: Food & BeverageApril: Broadcast & Social MediaMay: PR Firm RankingsJune: Global & Multicultural1618EDITORIAL CALENDAR 2012www.odwyerpr.comDaily, up-to-the minute PR newsJuly: Travel & TourismAugust: Financial/I.R.September: Beauty & FashionOctober: Healthcare & MedicalNovember: High-TechDecember: Entertainment & SportsADVERTISERSThe Communicator Awards...........................5 Log-On........................................................25Envirocomm..................................................8 NAPS.....................................INSIDE COVERFinn Partners............................BACK COVEROmega World Travel....................................27Ruder Finn...................................................29John Adams Associates...............................11 Stanton Communications..............................7KEF................................................................3 TV Access......................................................9O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., andadditional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly.

EDITORIALTrust in government plummets worldwidePeople have little faith in governments across the globe. Why should they? Theglobal financial meltdown, bank bailouts, near collapse of the European Union,Japan’s nuclear disaster, Arab Spring uprisings, U.S. Congressional gridlock, andthe “long war” in Afghanistan have shaken the belief that those in charge can get the jobdone.The invaluable Edelman Trust Barometer released in January documents the massivedisconnect people worldwide have with government. Trust in government charted thebiggest decline in the 11-year history of the Barometer. It dropped nine points to 43%.Less than half of the people in 17 of the 25 countries surveyed feel government will dowhat is right. France, Spain, Brazil, China, Russia and Japan reported double-figureddrops in governmental trust.Credibility of a government official or regulator dipped from 43% in 2011’s surveyto 29%, which ranks on the bottom of the list, below CEOs (38%) and financial/industryanalysts (46%). On the flip side, academics,technical experts and “a person like yourself”are the three most believable spokespeople.The credibility gap has increased skepticism.A majority of respondents (63%)say they must hear a message three-tofivetimes before they believe theinformation is likely to be true. Onlyfive percent of people accept informationas true the first time theyreceive it.The Edelman survey of 25,000people found that while two-thirds ofrespondents expect government leadersto listen to “citizens’ needs andfeedback” only 17% feel that theirgripes are heard. A mere 19% of respondentssay government “effectively managesthe financial affairs of the country,” and 16%say leadership “communicates frequently and honestly.”Though 56% of respondents say government should “protect and improve environment,”only 18% credit it for pursuing green policies.Despite the trust deficit gap, people support governmental regulation of business.Only four percent say “government should not play a role in business.” Thirty-one percentbelieve government “should protect consumers from irresponsible business practices”and 25% want regulators to “ensure companies are behaving responsibly.”Nineteen percent want government to “build infrastructure that promotes and facilitatesbusiness opportunities.” The Edelman respondents are standing firm against corporatebailouts. Four percent believe a government should “give or loan money to businesswhen it experiences financial crisis.”On a nation-by-nation break-down, 77% of Chinese believe government “does notregulate business enough.” That’s followed by Spain (70%), Mexico (68%), Ireland(64%) and Hong Kong (61%). The U.S. weighs in at 40%. Singapore, Japan, UnitedArab Emirates, Poland and the Netherlands are the five nations at the bottom of the list.The dwindling trust in government creates a policy paralysis, but a huge plus for theprivate sector. Edelman researchers say the survey’s results present a golden opportunityto “shape the public discourse on issues of importance to business.” Companiesmust “exercise principles-based leadership, not rules-based performance.” They must“recognize that operational factors responsible for current trust won’t build future trust,societal and engagement behaviors will.”A big surprise of the study: media is the only institution (government, business, nongovernmentalorganizations) measured by Edelman to show a rise in trust. The biggestgains were made in India (+20 points), U.S. (+18 points), U.K. (+15 points) and Italy(+12 points). The growing acceptance and use of social media is a key reason for theupswing in media trust. — Kevin McCauleyEDITOR-IN-CHIEFJack O’Dwyerjack@odwyerpr.comASSOCIATE PUBLISHERKevin McCauleykevin@odwyerpr.comEDITORJon Gingerichjon@odwyerpr.comSENIOR EDITORGreg Hazleygreg@odwyerpr.comCONTRIBUTING EDITORSJohn O’DwyerFraser SeitelRichard GoldsteinADVERTISING SALESJohn O’DwyerAdvertising Sales Managerjohn@odwyerpr.comJack FogartyNational Advertising Representativejfogarty@odwyerpr.comO’Dwyer’s is published monthly for $60.00a year ($7.00 for a single issue) by theJ.R. O’Dwyer Co., Inc.,271 Madison Ave., New York, NY 10016.(212) 679-2471Fax (212) 683-2750.© Copyright 2011J.R. O’Dwyer Co., Inc.OTHER PUBLICATIONS &SERVICES:www.odwyerpr.com breaking news,commentary, useful databases and more.Jack O’Dwyer’s Newsletter An eightpageweekly with general PR news, mediaappointments and placement opportunities.O’Dwyer’s Directory of PR Firms haslistings of more than 1,850 PR firms throughoutthe U.S. and abroad.O’Dwyer’s PR Buyer’s Guide lists 1,000+products and services for the PR industry in 54categories.jobs.odwyerpr.com O’Dwyer’s onlinejob center has help wanted ads and hostsresume postings.6FEBRUARY 2012 WWW.ODWYERPR.COM

MEDIA NOTESApple takes PR lumps in deaths reportApple has found itself in hot water after a report regardingworkers’ conditions at a manufacturing plant in China threatensa PR “virus” on the computer giant’s reputation.By Jon GingerichAJanuary New York Times reportdetailing conditions at an Applemanufacturing plant in Shenzhen,China, offered a damning assessment ofalleged labor violations committed bycompanies the Cupertino, CA computergiant hires to manufacture its line of products.The Times report interviewed severalformer employees at the Shenzhen plantwho said workers are often forced to worksixteen hours a day, seven days a week,sometimes standing until their legs swell.To cut costs, managers have forcedemployees to use hazardous chemicals —including a cleaner used to polish iPadcases — that can cause neurological damage.Conditions have allegedly gotten sobad a rash of suicides has broken out at theplant. The report also described a fire at anApple factory that killed several workers.The Shenzhen factory is run by FoxconnTechnology, which manufactures populardevices for the tech giant like iPads andiPods. Foxconn also builds devices for Dell,Hewlett-Packard, Nokia and Samsung,among others. It is currently China’s largestexporter, and is responsible for an estimated40% of the world’s consumer electronics,according to the New York Times report.“Most people would still be really disturbedif they saw where their iPhonecomes from,” a former Apple employeewas quoted in the article.Humanitarian campaign site Change.orgis now circulating an online petition askingApple to use its influence to implement betterworking conditions in China. The petitionwas started by Mark Shields, a Macenthusiast and member of the “cult ofMac,” a daily site that follows Apple news.Though Apple was supplied with a summaryof the Times report, the companychose not to participate in the story. To quelldissent in wake of the controversy however,it created a “Supplier Responsibility” pageon its website along with a statement inwhich the company insists “that all of oursuppliers provide safe working conditions,treat workers with dignity and respect, anduse environmentally responsible manufacturingprocesses.”Apple also released a complete list of itssuppliers, along with the company’s annualreport on labor conditions at manufacturingplants it had audited. A January Mashablearticle analyzing the report noted humanitarianprogress at the Apple plants, but concludedthat more work needs to be done.The 2012 Apple audit report found 67 facilitiesused pay deductions as a disciplinarymeasure, and 108 facilities neglected lawsregulating overtime pay.“The portion of suppliers in compliancewith Apple’s regulations on working hoursclimbed to 38% in 2011 from 32% the yearbefore,” concluded Mashable’s January 13article. “But a success rate of less than 40%would be considered a failure in, say,Cupertino — especially with the maximummanufacturing work week set by Apple at60 hours.”Internally, the response was a differentmatter. According to a January 30 Cult ofMac article, Apple CEO Tim Cook was“outraged” by the Times report. Cook sent alengthy email to company employeesregarding the matter, where he referred tothe Times article as “patently false andoffensive,” while promising the companywould do everything in its power to ensureworking conditions at its plants are safe.Corporate responsibility consultancyBSR, which works with Apple to developsustainable business strategies, has labeledthe Times report as “inaccurate” and “misleading.”The company has requested “severalimportant inaccuracies” to be correctedin the paper.Apple isn’t the only company facing aChinese labor backlash. Media outlets inJanuary reported that 3,000 workers inShenzhen staged protests amid concerns ofcompensation at a Sanyo plant.Apple performs hundreds of audits on itscontracted suppliers each year, and gives90-day warnings to companies that violateits safety or regulatory provisions, accordingto the New York Times article.Companies that do not fix regulatory flubscan have their contracts terminated.Regardless of the alleged conditions violations,one former Apple employee positedin the Times report that given Apple’s popularity,some U.S. consumers may turn ablind eye to the report.“You can either manufacture in comfortable,worker-friendly factories,” he said, oryou can “make it better and faster andcheaper ... And right now, customers caremore about a new iPhone than workingconditions in China.” 8FEBRUARY 2012 WWW.ODWYERPR.COM

Weber gets restraining order against H+K staffA Dallas judge on January 18 slapped a temporary restrainingorder on Hill+Knowlton Strategies and two executives at therequest of Weber Shandwick, which is accusing H+K and theformer WS staffers of allegedly taking confidential documentsand soliciting clients and staff.By Greg HazleyDistrict Court Judge EmilyTobolowsky issued the TRO ineffect until a court hearingFebruary 20.The order prevents H+K and the twoexecutives, COO Ken Luce and newcomerJody Venturoni, from destroying, usingor divulging any confidential informationtaken from WS, and to return such data toWS.Tobolowski said unless H+K and thetwo executives were immediatelyrestrained, WS would be “irreparablyinjured, imminently harmed, suffer lossand damage” by the improper use of confidentialinformation, further loss of personneland “loss of confidence and trustof its clients,” among other possiblerepercussions.H+K said it will “vigorously” defenditself and resolve the dispute.Venturoni, who led the southwestregion and the American Airlines accountat Interpublic unit WS, moved to H+K’sPR News briefsVMS ASSETS AUCTIONEDMore than $1.5 million worth of VMS assetswere auctioned off Jan. 4 as part of the company’sbankruptcy sale with sister company BurrellesLucesnapping up two software services before beingoutbid for a third.BL, which shares ownership with shuttered VMS,was outbid by VMS rival Critical Mention after thatcompany shelled out $11,000 for unnamed sourcecode and proprietary VMS software. BL won bids forthe Insight Legacy System ($10,000), PRTrak($18,000). There were no other bids for thoseassets.While the Insight Legacy and PR Trak softwarewere sold at the minimum bids set by the bankruptcytrustee, the proprietary software was bid up froma $5,000 start.The largest asset in the auction was VMS’receivables cache, which went for $750,000 to MLAAssociates LLC. That was followed by computerhardware which sold for $670,000 to AbacusSolutions.VMS’s advertising library used for its AdSiteservice, along with its customer relationship database,went to GMH Ventures for $30K and $5K,respectively.VMS shut down operations in August before filingfor Chapter 7 bankruptcy after a 30-year run inmedia monitoring.Dallas office in December as executiveVP for the U.S. region.Luce, who moved to H+K from WS in2010, was named COO this month.In its petition for the TRO, WeberShandwick said the defendants engagedin “unlawful and deceitful misappropriation”of confidential WS information andtrade secrets “as part of a predatoryassault against” the firm’s southwest U.S.operations and beyond.WS said Venturoni took detailed clientprograms for 2012, analysis of 2011 programs,client financial arrangements andnegotiations, and employee salary information,among other data.“These are among the most confidentialdocuments belonging to WeberShandwick and its clients and possessionA copy of the restraining order issuedagainst two H+K staff members in January.by H&K and its employees would enableH&K to unfairly compete with WeberShandwick for clients and employees,”WS said in its petition, alleging that shetook the data shortly before resigning.The firm also said Luce breached contractualobligations by soliciting WS staffemployees and clients. FEBRUARY 2012 WWW.ODWYERPR.COM 9

REPORTConsumer outrage, grassroots assault kills SOPA billA controversial bill that would have forced Internet service providers to block access to foreigncounterfeit websites was postponed in January, after historic protest from industry groups,grassroots organizations and millions of U.S. Internet users sent a clear message.By Jon GingerichThanks to Hollywood and theMayan Calendar, 2012 arrives withmore than a tinge of Orwellianovertones. It came as somewhat inconvenienttiming then, that the U.S. Houseof Representatives began the year debatinga bill that could fundamentally alterwhat types of content we’re allowed toaccess over the Internet.The Stop Online Piracy Act (or SOPA,as it was widely called), was introducedin October by Rep. Lamar Smith (R-TX).It was a boldly ambitious plan to givecopyright-holders — and the courts, byproxy — better tools to fight the profligacyof online piracy originating from foreignwebsites.SOPA would have given copyrightholdersthe power to seek court ordersagainst sites they believed were aiding inpilfering their goods, be it music, movies,TV shows, video games, or the distributionof tangible, counterfeit consumables.Judges could order Internet ServiceProviders to block access to foreign sitesdeemed in violation of U.S. copyrightlaw. In other words, the law attackedInternet piracy not by going after thosecreating and supplying nefarious content,but by censoring the ISPs and searchengines that facilitate their availability,knowingly or not. Of particular concernwere payment providers (like PayPal)that facilitate transactions with spurioussites, or ad services (like Google’sAdSense) that promote copyright infringingcontent in search results. ISPs couldbe granted an immunity provision if theyproactively removed “rouge” sites fromtheir registries. The bill’s authors wereaware that many of the Internet’s biggestbootleggers operate overseas. Becauseattorneys general can’t round up foreignDVD pirates, the bill instead gave themthe ability to punish U.S. sites that enablea portion of their profits.Divide wasn’t politicalSupporters of the proposed bill believedSOPA would give copyright-holders somemuch-needed legal teeth to curb onlinetheft. December Judiciary Committeemarkup sessions were rife with the politicaltack that piracy has cost the U.S. tensof thousands of jobs and untold billions inrevenues. By January, SOPA had collected31 Congressional sponsors and was awaitingfurther Committee markups. A companionbill in the Senate, the Protect IP Act(better known as PIPA), was passed by theSenate Judiciary Committee but is currentlyon hold.The divide over SOPA wasn’t partisan(it received noted support from both parties)so much as it was monetary, with themost vocal benefactors and detractorsrevealing a who’s who in the supply chainof the digital commerce world: U.S. mediacompanies and manufacturers occupyingone side (Sony, Nike, video game giantCapcom, comic publisher Marvel, theMotion Picture Association of Americaand Recording Industry Association ofAmerica, to name a few) and a bevy ofcreators, artists, grassroots advocates andInternet leaders (Google, Yahoo!,Facebook, Twitter, eBay, Wikipedia,Reddit, non-profits like the ElectronicFrontier Foundation, the Center forDemocracy and Technology and ACLU)taking the other.Critics said the bill was sweepinglybroad; it went further than necessary tocombat sites peddling counterfeit goods.Unlike the Digital Millennium CopyrightAct in 1998, where copyright ownerscould file “takedown” notices requiringsites to remove infringing material, criticssaid SOPA handed the reins to the UnitedStates Department of Justice, effectivelygiving it unprecedented authority to trowelthe Internet for content it doesn’t like.This invited serious technical problemsas well. The specific tactics this bill proposed— pruning Domain Name Systementries from the Internet’s library ofdomains — threatened important securityprotocols in the DNS system and ultimatelymeddled with the core infrastructure ofthe Internet, critics said. In the end, a fewvery trivial benefits would come at a hugecost to cyber security and the principles ofonline expression as we know it.“It comes down to a question of collateraldamage,” said Andrew McDiarmid,Policy Analyst for the Center forDemocracy and Technology. “There’s avery technical side to this and it’s trickybecause some of the tech concerns arecomplicated and difficult to explain, butthe type of blocking the bill proposeschanges an important infrastructure featurefor how everything occurs on theInternet. The problem with messingaround with the DNS system and forcingISPs to implement this effort is that wedon’t want bills that sweep so largely totake out potentially innocent Websites.”Second, some experts believed it wasunconstitutional. Government-executedDNS filtering is a practice commonlyobserved in countries like China and Iran.The ability to access information —whether it’s in a book or on a website — isa right guaranteed by the FirstAmendment.“The First Amendment protects yourright to obtain information,” said JulieSamuels, Staff Attorney at Internet advocacygroup Electronic FrontierFoundation. “You’re talking about anindustry that realizes its old businessmodel is dying, and now they want to saveit at huge costs: at a cost to the Internet, ata cost to business, and at a cost to socialization.The ramifications of this bill arehuge.”Third, it could have proven economicallydisastrous. To reiterate SOPA supporters’claims regarding jobs, the yet-nascentInternet advertising industry (likeGoogle’s hallmark AdWords program,where sponsored links germane to a user’sGoogle query appear next to searchresults) could have collapsed under thisnew model.Finally, it was crudely ineffectual. Thepractice of “IP blocking” is akin to relocatinga store’s address so potential customerscan’t find it, but this is a temporarysalve. Offending sites could simply createa new domain name or enlist a browserplug-in to redirect users to a new site, apractice many of these sites are alreadyemploying. Moreover, if SOPA hadpassed, many savvy U.S. Internet usersmay have simply switched to DNSproviders overseas, or use DNS serversnot owned by ISPs (like OpenDNS). Thebill could have ultimately sparked aContinued on next page10FEBRUARY 2012 WWW.ODWYERPR.COM

Diaspora of non-ISP DNS business that,ultimately, would have driven so manyusers to unregulated DNS systems the billwould apply to only one of — to coin arecent parlance — many “tubes.” The billwouldn’t have stopped Internet piracy, butit was guaranteed to limit online freedomsand curtail access to information.Online protests “historic”To say SOPA’s opposition was vocalwould be an understatement. Unlikelypolitical bedfellows such as Rep. Ron Paul(R-TX), Rep. Nancy Pelosi (D-CA), andAl Gore joined forces to denounce the bill.On January 18, Wikipedia shut down theEnglish portion of its site for 24 hours inprotest of the legislation. More than 7,000other websites followed suit in the blackout.Social media site Reddit staged a boycottagainst pro-SOPA companies, targetinganyone in favor of its passage. Siteslike Tumblr, Mozilla and Techdirt displayedblack boxes over their site mastheadsbearing the mantra “stop censorship.”Google alone collected more thanseven million signatures protesting thebill. According to the Electronic FrontierFoundation, the protests were the largest ofits kind in Internet history, with more than100,000 sites altering their content toexpress solidarity with the anti-SOPAmovement.As a result of the historic outrage, Rep.Smith announced on January 20 that hewas postponing plans to debate and redraftthe bill.“The House Judiciary Committee willpostpone consideration of the legislationuntil there is wider agreement on a solution,”Smith said. “The committee remainscommitted to finding a solution to theproblem of online piracy that protectsAmerican intellectual property and innovation.”The same day, Senate Majority LeaderHarry Reid said the PIPA debates (originallyscheduled for the first day of the2012 Senate’s season) would also be postponed.As a result of the January protests,at least three Senators who previouslysigned on to support PIPA vowed theywould rescind their support.Opponents claimed a victory. OnJanuary 17 a Republican Capitol Hill aidesaid the protests had made SOPA “a dirtyword beyond anything you can imagine.”Smith has said he still plans to revise thebill in the future.Bills’ future uncertainMany SOPA opponents believe there’struth in the claim that pirated content hascost the economy greatly (according to theU.S. Chamber of Commerce, intellectualproperty theft costs U.S. businesses about$250 billion each year, and an estimated750,000 jobs).“We don’t question the goal of the legislation— there’s work to be done and wedon’t oppose all aspects of the bill,”McDiarmid said, “but some of the specifictactics this bill proposes comes at ahuge cost.”Experts said there are safer, more sensiblealternatives to combat this problem.One piece of currently pending legislationthat could offer a possible solution is theOnline Protection and Enforcement ofDigital Trade Act (or OPEN). This bi-partisanbill — written by Sen. Ron Wyden(D-OR) and Rep. Darrell Issa (R-CA) —would take the matter of foreign intellectualproperty piracy away from the U.S.Justice Department and into the hands ofthe International Trade Commission,which can resolve international trade disputes(and actually collect damages) inregard to patent-related issues.Samuels said OPEN is a more targetedapproach that actually “follows themoney” in counterfeit transactions withoutgranting the courts overreachingpower or compromising the integrity andsecurities of the DNS.“This alternative proposal would takethe process out of courts and move it toITC, which is set up to deal with tradeissues,” she said.In the end, critics said the impracticalityand political miscalculation surroundingboth SOPA and PIPA can be highlightedby the fact that neither of the bills’authors nor their Congressional supporterssought input from the tech communityregarding the bills’ possible security concernsor how its proposed tactics wouldaffect the DNS registry. SOPA, they said,was an example of law being written toappease the demand end of the specialinterests that fund Congress, not in theinterests of the Internet’s present ontologyor even by people who understand it.“The fact that both these bills were writtenwith no input from the tech communityor no discussion about how the DNSsystems works and what security concernsmay exist was a big red flag,” saidSamuels. “What you have is a tech communitythat’s been told for years to basicallyput your head down, do your workand innovate. All of a sudden folks arerealizing these people have to be involvedin these issues. The potential damage ofthese bills is huge, and the fact that theseconsiderations weren’t taken into accountwas both a serious technical and politicalmiscalculation. They went too far withthis bill, and now they woke a sleepinggiant.” FEBRUARY 2012 WWW.ODWYERPR.COM 11

FEATUREBeware the political mythos of ‘less regulation’Politics is ugly business. The argument for less governmentregulation — typically offered alongside empty promises ofmore jobs and less taxation — has become a regular talkingpoint for career politicians who use this tactic to gain leveragefor the special interests that support them.By Aric CaplanAmericans have had it with theobstructionism and unflatteringgamesmanship that characterizeand hinder the political process. Beholdento a slew of special interests, many politicianshave made their K Street allies a toppriority, and the needs of the public theirlast.Too many of our leaders seem determinedto falsely portray the idea that protectingpublic health and updating safetystandards is little more than a bureaucraticruse to force the public to pay additionaltaxes. They scapegoat the EnvironmentalProtection Agency, the Clean Air Act andClean Water Act, which were all signedinto law 40 years ago by President RichardNixon. Consequently, powerful politiciansand industry lobbyists offer false choicesand ostensibly short-term fixes such asexaggerated promises of either jobs fromthe recently rejected Keystone XL tarsands pipeline and Marcellus shale boomof hydraulic fracturing, or public health.It’s no wonder Congress now stands at an“unimaginably low” approval rating of fivepercent, with 68% of those respondentsgrading them as doing a “poor” job.In 2011, Congress passed an “Omnibus”budget bill, H.R. 2055, called the “[New]Consolidated Appropriations Act,” to providethe funding necessary for the smoothoperation of our nation’s governmentthrough the rest of its current fiscal year. Infact, the chemical industry and fossil fuellobbyists worked overtime to get ridersincluded in that bill intended to counternecessary safeguards and promote anongoing campaign to undermine theintegrity and credibility of government scienceprograms responsible for gauging thepotential risks of pollution, emission andtoxic chemicals.Returning from last summer’sCongressional recess, House Republicansstepped up their assault on health, safety,the environment and labor regulationsusing the common smokescreen that thosestandards had prevented job creation. In amemo to members, House Majority LeaderEric Cantor (R-VA) teed up the top-10most egregious safeguards, most of whichhad yet to be implemented, to criticize theprevention of mercury emissions and othertoxic pollution from boilers and incineratorsplus other extraneous earmarks. Toquote Cantor’s memo, seven of his 10“problematic” regulations were “reflectiveof the types of costly bureaucratic handcuffsthat Washington has imposed uponbusiness people who want to create jobs.”They include the Utility MACT (MercuryAir Toxic Standards for Utilities) andCSAPR (Cross-State Air Pollution Rule),Boiler MACT, Cement (kilns) MACT,Coal Ash (coal-fired power plants), Ozone(soot) Rule, Farm Dust and GreenhouseGas. According to Natural ResourcesDefense Council’s John Walke, the “FarmDust Regulation Prevention Act of 2011,”H.R. 1633, “is premised on a problem thatdoes not exist.”Last February, a Tea Party-infuencedagenda featuring freshmen members ofCongress — all of whom do not believe inclimate change — submitted H.R. 72, theinfamous “Repeal of Job-DestroyingRegulations to Create Middle Class JobsAct.” Run by Oversight and GovernmentReform Committee Chairman Darrell Issa,Congress spent most of 2011 attacking theEPA with claims that the agency had overreachedits power and overburdened jobcreators. Issa catalogued what environmentalprotections had purportedly done todestroy jobs with three arbitrary actions,namely the “Regulations From theExecutive in Need of Scrutiny Act” (orREINS Act), the “Regulatory FlexibilityImprovements Act,” and reform of the“Administrative Procedures Act.”One looming piece of legislation thatneeds President Obama’s signature after aserious modernization is The ToxicSubstances Control Act of 1976 (TSCA).The Senate’s Environment and PublicWorks Committee, is working to enactmore modern and enforceable standards toprotect Americans from dangerous chemicals.For 36 years, it has regulated chemicalsin consumer products. Last year U.S.Senator Frank R. Lautenberg (D-NJ) introducedthe Safe Chemicals Act to reform thelaw making it relevant for the 21st Century.By all accounts, this effort will prove toanother uphill fight. Among the most vigilantadvocates of such chemical reform andpublic health is Physicians for SocialResponsibility (PSR). Their member doctors,nurses and other public health professionalshave urged senators about how seriouslythey take the invisible threat posed byunknown chemical exposure, so much thatPSR has named it near the top of theirEnvironment & Health program’s prioritiesin 2012.How broken is the TSCA program? Lastyear, H. Fisk Johnson, CEO of consumerproducts company SC Johnson testifiedbefore Congress, saying: “Your child has abetter chance of becoming a Major LeagueBaseball player than a chemical has ofbeing regulated by EPA” under TSCA.The NRDC released “The Delay Game:How the Chemical Industry DucksRegulation of the Most Toxic Substances,”which served as a case-study of how thechemical industry has blocked governmentaction to protect the public fromexposure to a range of toxins.Who would you imagine has the most togain by kicking the legislative can evenfurther down the road? For starters, someof the most prominent trade associations inthe country, including the AmericanChemistry Council, American FarmBureau Federation, American PetroleumInstitute, Business Roundtable, NationalAssociation of Manufacturers, NationalAssociation of Realtors, National Councilof Chain Restaurants, National Federationof Independent Business, National MiningAssociation, National Retail Federation,Nuclear Energy Institute, U.S. Chamber ofCommerce, and a few dozen others withwhom you may not be as familiar.If you accept much of the frenzied misinformationcoming from Washington andcurrently being parroted by a few presidentialcandidates, the EPA is the problem, notthe solution. Permitting toxic chemicals tocontinue unchecked spells real trouble forchildren, mothers, workers, seniors, animals,the environment — everybody.Americans deserve more from theirelected representatives. Ideas like consumerprotection, public safety and industrycompliance are genuinely in the publicinterest and are imperative to America’seconomic recovery.Aric Caplan is President of CaplanCommunications LLC. 12FEBRUARY 2012 WWW.ODWYERPR.COM

NFL scores big with Hispanic audiencesThe 2011 Super Bowl was the most watched TV program everamong Hispanic audiences, and is now one of the primary reasonsthe NFL is making new attempts to appeal to Americans of Hispanicdescent.By Richie Matthews and Carlos VassalloMore than 33 million Hispanicshave watched professionalfootball so far this season, makingit the most-watched NFL seasonamong Latinos. Professional football —not fútbol — delivered two of the mostwatchedprofessional sporting games in2011 among Hispanic audiences. Familyvalues and assimilation are the prevailingreasons why American kids of Hispanicdescent are now putting on helmets andshoulder pads instead of shin guards.As a group, Hispanic children aregrowing faster than any other. Historysuggests today’s Latino kids will eventuallybecome parents of fullyAmericanized descendants whose onlylink to their cultural heritage is a surname,religious practice or holiday,according to Hernan Ramirez, a sociologistat Florida State University who specializesin Hispanic assimilation.More and more NFL teams are courtingthe lucrative Latino market in anattempt to tap into an aggressive andyoung fan base ready to shell out consumerdollars. Because Hispanic footballfans spend nearly 15 hours engaged withthe NFL each week during the regularseason and because more Latinoswatched the Super Bowl than the WorldCup Final, it’s easy to understand whythe NFL’s strategic marketing efforts forHall of Fame offensive tackle Anthony Muñozsaid football’s prevailing theme of family valuesis one reason for the sport’s growing attractionamong Hispanic audiences.this season’s big game should enablethem to make unparalleled inroads withyoung Americans of Hispanic descent.“There is a prevailing sense of ‘family’in football,” said Pro Football Hall ofFame tackle Anthony Muñoz. “You getthat in the Hispanic community, andthat’s what you want in a football team.”NFLHispanic.com states that morethan three million Hispanics watched the2010 Super Bowl than the World CupFinal. Last year’s Super Bowl was themost watched TV program ever amongHispanics, averaging ten millionHispanic viewers.Super Bowl’s Latino influenceThe NFL played its first regular-seasongame outside the United States in 2005and drew over 100,000 people in MexicoCity. Over the last five years, the NFLhas aggressively sought to connect withHispanics, a fan base that is large andgrowing at rapid pitch. The 2011 seasonsaw one of the most aggressive positioningstrategies by NFL members as morethan half of the teams celebratedHispanic heritage events at various stadiums.The NFL vamped its push towardsU.S. Hispanics in recent years. Lastyear’s big game in Dallas offered adefinitive Latino flair. According to the2010 U.S. Census, Texas grew more thantwice as fast as the nation, thanks largelyto a surge among Mexican Hispanics.Dallas has the fifth largest U.S. Hispanicpopulation of Mexican decent, and theDallas-Fort Worth Metroplex bears thethird largest foreign born Mexican populationin the U.S. per MetropolitanStatistical Areas.On one level, the choice to host thegame in Dallas was rational: the weatheris ideal, the atmosphere is fun and thetourist industry can accommodate thecrowd. On another level — and mostlikely more influential one — the choiceis strategic. What better way to captivatethe Hispanic market than to bring thegame to the famed Latino footballhotspot.According to Victor Villalba, head ofSpanish language broadcasting for theDallas Cowboys, “most games are onSunday, which meshes with traditionalLatino family gettogethersand socialgatherings.”Super Bowl XLVIwill showcase a fullon attempt to captivateHispanic audiences.The NFL ispushing itsNFLHispanic.comwebsite even morethan ever. This siteis designed as a toolto attract potentialmarketers to buy intotheir 360-degreeplatform approach toreach the Hispanicdemographic. Thisapproach allowsbrands to reach thesegment at everyangle from television,Richie MatthewsCarlos Vassalloonline, radio, print, calendar events tograss-roots efforts. Viewers can expect amarkedly overt Hispanic overtone forthis year’s championship game.‘Show me the money’The big push towards Hispanic consumersis in part due to the quality of fanship.Latinos tend to be ardent fans withstrong home team convictions. High levelsof extreme fandom coupled withabundant consumer dollars have motivatedsports leagues to seriously re-evaluatetheir efforts towards the Hispanic population.Hispanics in the United States tend tobe predominantly male, on averageyounger than the non-Hispanic population,and tend to have higher viewershipof sports. Marketing, advertising, andsponsorship dollars as well as innovativegrassroots public relations initiativeshave all been cultivated with the new targetdemographic in mind.With the average cost for a 30-secondcommercial in the U.S. during the lastWorld Cup costing $250,000 versus $3million for the last Super bowl, professionalfootball is an arena that marketersand media heavyweights are investingbig in.Richie Matthews is Director ofDiálogo, a full service public relationsfirm that helps organizations build positiveimpact with Latino audiences.Carlos Vassallo is CEO of LatinVisionMedia, a New York-based media company.FEBRUARY 2012 WWW.ODWYERPR.COM 13

FEATUREDeveloping brand strategies in a bio-based economyThe recent growth of bio-based products in the marketplacecan be seen as a premonition for how companies can developpowerful brand messages in 2012.Our economy is slowly but surelyheeding the signal that carbon isthe new watchword. During thepast few years, a steady stream of socalled“bio-based” products have beenmaking their way to retail shelves —compostable dinnerware made fromcorn, plant-based laundry detergents,and bamboo flooring among them.Coke and Pepsi are now competing tobe first to market with a soft drink bottlederived entirely from sugarcane orother plant materials.The emerging bio-based economyeven has its own label: USDA CertifiedBiobased. It’s part of a federalBioPreferred program designed to helpgrow “green” jobs, stimulate the ruraleconomy, promote energy independenceand prompt a shift to renewableresources from petroleum, helping tomanage the carbon cycle.Launched in February 2011, the labelneeds a little introduction since theterm “bio-based,” although familiarsounding, represents more than meetsthe eye. We advised the USDA onstrategic marketing considerationsrelated to the launch of the USDACertified Biobased label. Here’s aprimer on why you need to be thinkingabout forming your own biobased strategyduring 2012.What is “bio-based”?Ask a consumer what “bio-based”means and they might respond withsomewhat erroneous definitions such as“natural” “biodegradable” or “renewable.”Consult Webster and you’llcome up short. But the USDA (and federallaw) defines it specifically as“commercial or industrial products,other than food or feed, that are composedin whole, or in significant part, ofbiological products or renewable agriculturalmaterials (including plant, animal,and aquatic materials), or forestrymaterials” — hence the label depictingthe soil, sea and the sun.More important than this definition isBy Jacquelyn Ottman and Mark Eisenthe program’s intention — to expandthe market for alternatives to petroleum-basedproducts by promoting newuses for agricultural commodities suchas bioplastics, biofibers and bio-basedchemicals. It thus excludes productssuch as office paper, cotton t-shirts andwooden furniture introduced before1972.Both finished consumer and commercialproducts as well as intermediateproducts (e.g., platform chemicals,fibers, etc.) are currently eligible toearn the USDA Certified Biobasedlabel. Standards for “complex” products(consisting of many components,such as automobiles) are being developed.Among the many products thathave already earned the label areProcter & Gamble’s Gillette ProGuideFusion razor package, Papermatemechanical pencils made from Mirelbiodegradable plastic, the Greenwareline of cold cups made fromNatureWorks’ plant-based Ingeo polymer,and intermediates such asLenzing’s TENCEL lyocell fiber madefrom eucalyptus and DuPont’s Soronapolymer. Seventh Generation is so bullishabout the label that they have certifiedmore than 60 of their householdcleaning and personal care products —virtually their entire product line-up.Why pursue a bio-based strategyThe credibility and broadscale awarenessof the brand USDA positionslabeled products to stand out to consumers.In an age where consumersactively seek environmentally preferablebio-based products with comparableprice and performance, having theUSDA Certified Biobased labelincreases shelf appeal. And marketingbenefits don’t stop there. The federalgovernment, by law and executiveorder, now gives purchasing preferenceto over sixty categories of bio-basedproducts. Bio-based alternatives canalso help businesses to manage volatilepetroleum-driven costs and ensure sustainablesupplies.Transparency and performanceNot every product made with plantsor other renewableresources can qualifyfor the USDACertified Biobasedlabel. That’sbecause the USDAhas set strict minimumsfor bio-basedcontent in a widerange of “designated”products. For Jacquelyn Ottmaninstance, a lip balmmay only need 11%bio-based contentto qualify, while adisposable foodcontainer needs72%. Any productcategory for whicha target has not yetbeen establishedmust achieve minimumbio-based con-Mark Eisentent levels of 25%. Although this 25%bar may at first glance seem low, keepin mind that minimums are based uponthe highest levels of bio-based contentpossible without compromising performance,and to encourage participationin a market now ramping up.Bio-based content is measured usinga radiocarbon dating test standard,ASTM D6866. This test measures totalcarbon content and distinguishes theamount of “new” organic from fossil orpetroleum-based carbon. This enablesthe “new” organic (bio-based) carbonto be expressed as a percent of the totalcarbon. To foster transparency, encouragea level playing field and promotecontinuous improvement, the USDACertified Biobased label requires disclosureof the percentage of bio-basedcontent for the product and/or package.Use caution with claimsMarketers may realize advantages ifthey can substantiate a product’s biobasedcontent in support of environmentalmarketing claims such as “natural,”“biodegradable,” “renewable” oreven “non-toxic.” However, none ofthese environmental attributes are automaticbecause of a product’s certifiedbio-based content. Whether a claimedenvironmental attribute can be support-Continued on next page14FEBRUARY 2012 WWW.ODWYERPR.COM

California high speed rail brings PR in-houseThe California High Speed RailAuthority’s stop-and-go PRagency search has come to ahalt as the entity’s boardapproved a plan to create anin-house network of communicationsdirectors.By Greg HazleyThe plan follows the shake-up ofleadership on the $98 billion proposedproject Jan. 12, includingthe resignation of the Authority’s CEORoelof van Ark and resignation of itschairman, Tom Umberg.Press secretary Rachel Wall alsostepped down for a post at Wal-Mart inJanuary.In a January plan approved by theboard, three regional communicationsdirectors’ posts under contract with theAuthority will be required on a budgetof $600,000, including operatingexpenses.The posts, covering the Bay Area,Central Valley, and SouthernCalifornia, will oversee a network ofdozens of regional outreach specialists.Six additional hires are planned,including an assistant director, writer,and three PAOs.A Dec. 28 memo to the board fromLance Simmens, deputy director forThis chart outlines the proposed communications structure for California's high speed rail project.communications, noted Caltrans, thestate transportation agency, has a communicationsstaff of about 74.In addition to the new posts, theAuthority’s communications office hashired two press information officersand an assistant to handle the work previouslyexpected to be handled by anoutside PR agency.Ogilvy PR Worldwide, which wonImage courtesy of the California High-Speed Rail Authority.the Authority’s PR account in 2010after a rocky RFP process, resigned thework last year, sparking an RFP reviewfor the lucrative account that wasstopped and re-started before being suspendedin December.The huge project is working to convincethe state legislature to release$2.7 billion in bond money to start construction.BIO-BASED BRANDSContinued from previous pageed depends upon the amount of biobasedcontent, as well as how the productwas processed and transported, andother life cycle considerations.Keep in mind too, that much consumerconfusion surrounds thebiodegradability and recyclability ofbioplastics. For instance, some resinsmay not be biodegradable but can berecycled (like Coke’s bioplastic PETPlantBottle, recyclable with petroleumbasedPET). In addition, some traditionalpetroleum-based plastics arecompostable in industrial (municipal)facilities, but not in backyard composters.And no plastic, bio-based orotherwise, is designed to readily biodegradein landfills.The revised proposed FTC GreenGuides, anticipated in 2012, will likelyinclude specific guidance for bio-basedmarketing and related claims.According to Kate Lewis, DeputyManager of the USDA BioPreferredprogram, since its introduction inFebruary 2011, more than 500 productshave been certified to use the USDACertified Biobased label and over 400applications are in the pipeline. Nowentering the market, these labelers willenjoy first-mover advantage as well asthe opportunity to educate their consumersand other stakeholders about thebenefit bio-based content brings to theirproducts.Whether one leads or follows, it’sclear bio-based products figure prominentlyin our future. We predict that allproducts will ultimately be judged bytheir carbon content and their potentialto effect global climate change. So,credible bio-based products are andwill continue to be a critical componentof a long-range strategy. Short-termmotivations for developing a bio-basedstrategy, while company and brand specific,can include minimizing cost,enhancing image, reputation and consumerperception, and avoiding potentialregulatory risks. So key questionsfor every brand owner, product managerand CEO in 2012 are: “What’s yourbio-based strategy?” and “Do you havea team in place to bring bio-based innovationinto your brand and productportfolio?”Jacquelyn Ottman and Mark Eisenare colleagues at J. Ottman Consulting,Inc. in New York. FEBRUARY 2012 WWW.ODWYERPR.COM 15

REPORTKeystone XL Pipeline dead? Don’t count on itIn a year when stories and issues rose to spectacular prominence but seemed to fade away justas quickly (see: Rick Perry, debt ceiling, Tim Tebow), the $7 billion Keystone pipeline continuallyrebounded to the fore, zombie-like on a steady tide of PR and lobbying dollars and its unique positionat the intersection of interests including energy, jobs, business, politics and the environment.By Greg HazleyPresident Barack Obama pulled theplug on the 1,700-mile project byTransCanada on January 18, forcedto act under mandate from Congress afterinitially punting the decision to 2013. ButObama’s scuttling the bid on the recommendationof Secretary of State HillaryClinton is likely not the last shot fired inthe push to build a pipeline fromCanada’s tar sands through the U.S. to theGulf of Mexico.Obama’s statement in Januarykilling the application reflecteddistaste for Congress more thanit offered any insight into histhoughts on the project.“This announcement is not ajudgment on the merits of thepipeline, but the arbitrary natureof a deadline that prevented theState Department from gatheringthe information necessary toapprove the project and protectthe American people,” said thePresident.The oil and gas industry’sWashington trade group, theAmerican Petroleum Institute,fought hard for the project andrapped both Obama’s decision and thereasoning behind it.“This is almost too hard to believe,”said API President and CEO Jack Gerard,noting three years of multiple agencyreview and the potential for job creationof building the pipeline. Gerard, usingObama’s own terminology regarding the2008 stimulus, called Keystone the“biggest shovel-ready project inAmerica.”James Miller, Manager of CorporateCommunications and Media Relationsfor TransCanada, echoed the language ofinfrastructure and jobs in penning aJanuary letter to the editor of the NewYork Times with Keystone VP RobertJones and noting the pipeline “is thelargest infrastructure project planned inthe U.S. right now.”Miller said last year TC has developeda war-room mindset for handling thehuge media and advocacy group interestin the Keystone project that resulted inmore than 1,800 interviews and thousandsof stories.He told Houston public radio inJanuary that the Keystone application hasbecome of rallying point for differentsides of the nation’s back-and-forth overenergy. “We have essentially become thelightning rod for that broader debatearound the consumption of fossil fuels,”says Millar.Protesters gather outside the White House to decry the proposedKeystone XL Pipeline.Congress forces Obama’s handThe President in November tried toassuage environmentalists and removethe Keystone issue from the coming electionyear with an administrationannouncement to put off a final decisionon the pipeline until after the 2012 election.A key point of contention in thepipeline’s application was its paththrough the environmentally fragile SandHills region of Nebraska and the StateDepartment said, in delaying the decisionin November, that it was looking at alternateroutes around that area.Trying to force the president’s handahead of the election, members ofCongress inserted a provision in aDecember bill cutting the federal payrolltax to force Obama to make a decision onKeystone by late-February. Obama swallowedthe pill to get the tax cut and sentTransCanada, which never supported thedeadline shift, scrambling.Even after the January announcementfrom the president that the Keystoneapplication was dead, CongressionalRepublicans have continued to try to finda legislative maneuver that could pushthrough the pipeline’s approval. One billdirects the Federal Energy RegulatoryCommission to review the pipeline,rather than the State Department,although the Obama administration hascalled that approach irresponsibleand likely illegal.Pitches on both sides of thepipeline have resonated in publicand in Washington. The oil industryand its advocates, including somelabor groups, nod to the sluggisheconomy in citing the potential forjobs, while playing to the securitycrown noting the need to developoil supplies beyond the tumultuousMiddle East. Environmentalists fretover the potential for leaks andspills for a lengthy pipeline bisectingthe U.S., while others questionhealth and safety issues associatedwith moving vast amounts of oilacross the country.TransCanada has used BryanCave and McKenna, Long & Aldridge forits lobbying in D.C.Although the administration’s Januarydecision ended that pipeline bid,TransCanada said it will submit a newapplication and has asked for an expeditedreview.Russ Girling, TransCanada’s Presidentand CEO, said Obama’s decision was disappointingbut not unexpected. Vowing towork with Nebraska environmental officialson a new route, Girling said: “Theoutcome is one of the scenarios we anticipated.We will re-apply for a presidentialpermit and expect a new applicationwould be processed in an expedited mannerto allow for an in-service date of late2014.”The API’s Gerard was not ready toadmit defeat, either, foreshadowinganother reincarnation of Keystone downthe road, adding: “The President hasmade a deeply disappointing decision,but this issue is not settled.” 16FEBRUARY 2012 WWW.ODWYERPR.COM

Why we lose to lawyers (and how to even the odds)There always has been — and probably always will be —dynamic tension between those who navigate courts of lawand those who work in the courts of public opinion.Stay in this business long enoughand sooner or later you’ll findyourself at loggerheads with alawyer. Clashes between corporate legalcounsel and corporate communicationsusually involve high-stakes crises andplay out in the C-suite or boardroom.Unfortunately for us and for the reputationsof our clients, it’s almost never afair fight.The prototypical corporate attorney byvirtue of training, temperament and disposition,is far better equipped to winwhen push comes to shove. Lawyers seethe world through an adversarial prism.They either defend or attack. It’s whatthey do. It comes naturally to them.Most PR people, on the other hand, bynature and experience, are inclined toengage, communicate and seek win/winsolutions. We tend to be collaborative andavoid conflict. We like things to be pleasant.Amiability, however, is not an asset inthe heat of a crisis when PR is pittedagainst an unyielding chief counsel whoinsists the CEO say nothing. All too commonly,the scene plays out as “Godzillaversus Bambi.”Granted, there do exist low-key attorneysand obstreperous PR people. But Iam talking about the archetypes, not theexceptions. Yes, PR practitioners can becompetitive. PR agencies duel each otherover RFP’s all the time. But there is a differencebetween being competitive andbeing combative. In my experience, thelatter trait more often characterizes attorneys,and it has served them well if notalways the reputations of their clients.In a sense the relationship can belikened to that between a U.S. Secretaryof State (PR) and a U.S. Secretary ofDefense (Legal). The first wants tosmooth things over, and the second wantsto prevail. Think back to the BushAdministration.Donald Rumsfeld ran roughshod overpoor Colin Powell who by the time he leftoffice — in the aftermath of the Gulf Warand despite his extensive military experience— admitted he had little or no influenceon foreign policy.So what’s a nice PR person to do?By Robert McEwenAll of what follows is easier said thandone, but it must be done if the PR functionis to command respect commensuratewith its responsibility.First, gain “relationship altitude.” Tryto ensure that communications has asmuch access to the C-suite as Legal. TheCEO must see his chief PR person asoften as he sees his General Counsel.That usually requires that PR reportsdirectly to the CEO instead of an administrativeofficer, Marketing, HR or, Godforbid, Legal.It can be done. One of the first men inour profession ever to earn an SVP-corporatecommunications title at a Fortune100 company met with his CEO everyday at 8 AM and briefed him on anythingand everything that had happened duringthe previous 24 hours that had the potentialto impact the company’s reputation.Second, try in advance to “defang”Legal. Do what a smart PR person does inmanaging any constituent relationship.Long before any problem surfacesbefriend the General Counsel. Take himto lunch. Invite his or her spouse and childreninto your home. Break bread together.Swap stories. Commiserate. Bond.The next time you are advocating foropenness and transparency, the lawyerwill be less likely to chop you off at theknees.Legal still might oppose you, but therhetoric will be less vitriolic if your kidshave played video games together.Third, speak the language of the C-Suite, i.e., dollars and cents. Don’t allowcorporate reputation to remain intangible.When the chief legal counsel raises thespecter of seven- or eight-figure settlementsif the CEO says so much as a wordof apology, fight back with numbers ofyour own. Try taking this approach withthe boss:“Sir, you may want to consider thatsince Fortune magazine began ranking“Most Admired Companies,” falling justone rung in a company’s industry sectortranslates on average to $100 million lessin market capitalization the next year.Reputation has as much value on our balancesheet as real estate or inventory.”Then there’s the issue of the chief executive’spersonal legacy. When thelawyers want to stonewall, remind theCEO that he likely will be rememberedfor how he responds — or fails to respond— to the crisis at hand. Cite these twoexamples:When an explosion killed a factoryworker and injureddozens of others atFord’s River Rougeplant in February1999, Ford ChairmanBill Ford rushed to thescene. His anguishand compassion forthe victims promptedhim to tell the NewRobert McEwenYork Times it was “the worst day of mylife.” No one sued him for that remark,and his actions on that day remain a textbookexample of leadership during a crisis.Conversely, we have the more recentexample of BP’s Tony Hayward whoseinitial downplaying of the 2010 Gulf oilspill ultimately gave way to foot-inmouthsyndrome. So, again, when thelawyers advise the boss to clam up, askhim, “Sir, would you rather be rememberedas a Bill Ford or a Tony Hayward?”If he has a healthy ego, and most CEOsdo, he just might be persuaded to risk thelegal consequence in order to appear astatesman and not an ostrich.Robert McEwen is President and CEOof Zing USA. Media News BriefsCONSERVATIVES LAUNCHMEDIA GROUPA group of conservative journalists andRepublican operatives have launched the Center forAmerican Freedom to take aim at the White Houseand the “liberal” media/blogosphere, according toa report on Politico.Michael Goldfarb, chairman of CAF, says theorganization will have an annual budget of “severalmillion dollars.” CAF is modeled on the liberalleaningCenter for American Progress.Goldfarb, a former Weekly Standard reporter, ispartner at Orion Strategies, which counts the Kochbrothers as clients.CAF will have an online news arm calledWashington Free Beacon that is to be edited byMatthew Continetti and a “campaign-style warroom.” He wrote “The Persecution of Sarah Palin:How the Elite Media Tried to Bring Down a RisingStar.”Confinetti will oversee a staff that includes BillGertz, who was defense/national security writer atthe Washington Times; Andrew Stiles, a NationalReview Online alum; Patrick Howley, an AmericanSpectator veteran and Sonny Bunch, ex-WeeklyStandard and Washington Times writer who is nowat PR firm Berman & Co.FEBRUARY 2012 WWW.ODWYERPR.COM 17

COVER STORYFront groups wage PR warfare in ‘fracking’ debateThe public debate over hydraulic fracturing, or “fracking,” has reached state-of-alert status forU.S. energy companies. Case in point: rumors are now circulating that the front groups supportingthe natural gas industry are hiring former U.S. military psychological warfare personnel tohandle PR duties typically reserved for Madison Ave. boardrooms, elevating both the debate andthe role of public relations in national discourse to new extremes.By Jon GingerichOn New Year’s Eve, a 4.0 magnitudeearthquake shook parts of northeasternOhio. Earthquakes aren’texactly common in the Buckeye State, soofficials hired a team of ColumbiaUniversity experts to study data from thetremor. What they discovered was alarming:the earthquake wasn’t the result ofnatural, seismic shifts in the earth’s crust;it was the result of man-made disposalwells used for injecting large amounts ofwastewater into the ground, a processused in the controversial natural gasdrilling practice known as hydraulic fracturing,or “fracking.”In simple terms, hydraulic fracturinginvolves injecting water — along withsand and myriad other ingredients — athigh pressures through a wellbore thatpenetrates a mile or more into the earth’ssurface. These bores form long, horizontalcorridors that cut into reservoir rockand shale formations; fluid fractures therocks, releasing pockets of oil or naturalgas (referred to as “shale gas”) which isrecovered and stored in large tanks. Byfar, the biggest ingredient used in frackingis water. However, a cocktail ofapproximately 600 chemical additives(everything from silica sand to foams tocompressed gasses) are also used in theprocess for purposes as varied as welllubrication and corrosion prevention.Many of these chemicals are benign, andcommonly found in household lotionsand soaps. Others are known toxins.Hydraulic fracturing is a practice that’sbeen around, in one form or another, forabout 60 years, but it’s become the defacto practice for natural gas extractiononly within the last decade. Advances indrilling technology have made frackingan increasingly economical alternative.And politics have played no small role: aprovision in the Energy Policy Act of2005 grants fracking an exemption underthe Safe Water Drinking Act, which setsstandards for drinking water in publicwater systems. This provision is alsoknown as the “Halliburton Loophole,”due to former Vice President DickCheney’s personal involvement in thebill. While it’s employed all over theworld, hydraulic fracking is a practicemost commonly seen in the U.S., and it’sestimated that about 90% of all U.S. naturalgas wells now employ at least onevariation of the process. Halliburton isthe world’s largest fracking provider.This isn’t the first time an Ohio earthquakehas been linked to hydraulic fracturing.In 2001, a 4.2 magnitude earthquakein northeastern Ohio was cited as aresult of deep-well injection. While earthquakesare historical anomalies in thestate, nearly a dozen small tremors havenow occurred in the same area since lastMarch. And Ohio isn’t alone. InNovember, parts of Oklahoma were rattledwith a 5.6 magnitude earthquake —the largest recorded in the state’s history— occurring along an ancient fault nearseveral large fracturing operations.Geological records show there were only28 earthquakes in Oklahoma between1977 and 2008 — a rate of less than oneper year. Between 2009 and 2010, therewere 134.The Ohio Department of NaturalResources has now officially suspendedoperations at five of the deep-well sitesnear the location of the quakes (they’dalready been investigating the dozenquakes that had occurred before the NewYear’s Eve tremor). The news is a majorsetback for energy giants like ChesapeakeEnergy, which had previously cited “bigplans” for well development in Ohio (thestate is coveted territory for frackingcompanies due to its relatively shallowshale formations).Worse, now that news of injectioninducedquakes is an item of public conversation,natural gas companies findthemselves facing another kind of disaster.Citizens are questioning if the technologiesused in hydraulic fracturing lieahead of the scientific community’sknowledge of its possible impacts, ifexisting policies are enough to protectthem from current industry practices, andwhat safety measures or regulations canbe enacted to prevent a land-side versionof Deepwater Horizon. Arguments overthe alleged safety or possible dangers offracking have kicked off one of the mostheated environmental debates in recentmemory, where hundreds of thousands ofjobs, billions in revenues, and untoldlives are now on the line.Faulty industriesMost geological experts studying theeffects of fracking now believe seismicactivity can result from the practice,either from injecting fluids into rock toextract gas or from disposal wells usedfor containing wastewater, where hundredsof thousands of gallons pumpedinto the ground make its way to faultlines, causing them to slip. A recent U.S.geological survey determined that “earthquakesinduced by human activity havebeen documented in a few locations,” andthat “the cause was injection of fluids intodeep wells for waste disposal and secondaryrecovery of oil.”Drill sites are also the source of largegreenhouse gas emissions. While naturalgas has long been seen as a low-carbonalternative to oil or coal, it’s largely madeup of methane, a potent greenhouse gas.While methane gradually breaks down inthe atmosphere, forming carbon dioxide,it has 100 times the warming potential ofcarbon dioxide for the first 20 years it’sexposed to the environment. A study byCornell University EnvironmentalBiology Professor Robert Howarth foundbetween four and eight percent of themethane produced by a fracking well isleaked into the atmosphere during thewell’s lifetime. For all the immediateenvironmental benefits of natural gas, themethods used for its extraction could createa larger greenhouse footprint than oilor coal over time.Then there’s the chemicals used in theprocess. Some of them — benzene, lead,ethylene glycol (i.e., antifreeze),methanol, and boric acid — are knowntoxins. A 2011 study published in Humanand Ecological Risk Assessment discoveredthat 25% of these chemicals werecarcinogens or mutagens, and between40% and 50% could affect the brain,nervous system and cardiovascular sys-Continued on next page18FEBRUARY 2012 WWW.ODWYERPR.COM

A hydraulic fracturing well in Roulette, Pennsylvania.tem. Worse, a 2011 investigative reportfunded by the U.S. House ofRepresentatives found many productsused in the fracking process are leftundisclosed on Occupational Safety andHealth Administration logs becausethey’re classified as “trade secrets.” Notonly are there varying dangers in many ofthe chemicals we know about, there areuntold dangers in the chemicals we don’t.Then there’s the threat these chemicalspose on drinking water. The amount ofwaste water produced by a fracking operationis enormous: a single well can usebetween 65,000 to 600,000 gallons offluid, and millions upon millions of gallonsof water can be used throughout thelife of a single fracking site. It isn’t hardto imagine a backflow of a brew this largeentering groundwater and local reservoirs.In fact, a 2011 MassachusettsInstitute of Technology report claimed“there is … evidence of natural gasmigration into freshwater zones in someareas, most likely as a result of substandardwell completion practices by a fewoperators.” A 2011 Duke Universitystudy determined groundwater near twomajor fracking sites in Pennsylvania andNew York contained unusually high concentrationsof methane. The EPA alsoreported that groundwater investigationsnear fracking sites in Pavillion, Wyomingdiscovered traces of methane and phthalatesin area water supplies.In a statement, the EPA saidthe investigation found thewater contained “compoundslikely associatedwith gas production practices,including hydraulicfracturing.”The health effects of consumingthis water areunknown, but residents livingin Pavillion have gone tothe media with complaintsof everything from dizzinessto diarrhea to chronic rashes.As a precautionary step, theDepartment of Health andHuman Services is nowadvising area residents touse alternative sources ofwater for drinking, cookingand bathing. Despite the factthat the EPA has now founda direct link between frackingwells and polluted watersources, EPA AdministratorLisa Jackson recently testifiedduring a Senate HearingCommittee, saying “I’m notaware of any proven casewhere the fracking processitself has affected water.”Profit on a precipiceThose in favor of hydraulic fracturinghighlight its myriad economic benefits,including the practice’s almost universaltendency to bolster industry profits, localeconomies and job markets around thecountry. They cite opposition as kneejerkfear mongering of new energy practices,or another variation of the not-inmy-backyardsyndrome the public iswont to exercise when greeted with atechnology they don’t understand.Indeed, fracking creates jobs. Lots ofthem. Experts participating in deep-wellextraction have coined the recent state ofthe industry “The Great Shale Gas Rush.”The number of permits issued for wellextraction in Pennsylvania tripledbetween 2008 and 2009, adding 44,000new jobs for the state in one year. WestVirginia’s economy grew by $1.3 billionin 2009 as a result of new fracking operations.The Marcellus Formation, a massivegeological territory spanning parts ofWest Virginia, Pennsylvania, Ohio andNew York, is currently the largest battlegroundfor natural gas development,holding as much as 500 trillion cubic feetof drilling space. It’s estimated the areawill be responsible for creating a quartermillion jobs by 2014. The natural gasindustry is poised to account for one ofthe biggest manufacturing revivals in anera otherwise marred by economic blight,at a time when the blue-collar worker hasbeen rendered a role of the past.It also releases the U.S. from a dependencyon foreign oil. A moratorium onfracking would invariably result in arevival of support for oil-rich countrieslike Venezuela, Iraq and Saudi Arabia.Fracking offers a break from an outsourcedtradition that has cost decades ofrevenues, jobs and manufacturing opportunitiesat home.And while the fuel has its faults, thefact remains that natural gas is still theexisting environmental alternative. It’snotably more efficient when used forelectricity (power stations can producethe same wattage with half the greenhouseemissions of coal stations) and it’salso cheaper than coal. Regardless ofmethane’s ecological footprint, naturalgas remains the most sensible optiongiven the high production volume neededto accommodate U.S. consumer demand.‘Counterinsurgency’ mobilizesA groundswell of opposition has eruptedover the potential health and geologicaldangers posed by hydraulic fracturing.Town hall meetings have erupted ingeysers of discontent, rife with concernfrom residents who’ve spoken out ontheir dissatisfaction with the wells’ presenceor the effects it’s had on their propertyvalues, drinking water or health.Organizational strength has buoyed thetopic to a national level, aided by theSierra Club, Nature Conservancy,Environmental Defense Fund, and CleanAir Task Force, among others, not tomention a bevy of blogs that has documentedfracking incidents gone awry andamplified the voices of those affected bythe practice.It comes as little surprise then, that naturalgas companies now find themselveson the defensive, and are sinking historicsums into PR, marketing, advertising andlobbying efforts to sway citizen opinionand influence legislation. A 2011Common Cause report found frackingcompanies have funneled nearly $750million to lobbyists in the past decade toinspire laws ameliorative to hydraulicfracturing practices.A bombardment of pro-fracking adcampaigns has followed. A series of commercialsfunded by ExxonMobil beganappearing in 2011: in one, a particularlysmug geologist discusses whether frackingcan be performed safely. “AtExxonMobil, we know the answer isyes,” he says, aside bustling main streetvistas of Everytown, U.S.A. In anotherContinued on page 21FEBRUARY 2012 WWW.ODWYERPR.COM 19

FEATUREMaintaining relationships within new RFP parametersPR professionals may have noticed a behavioral trend amongclients today involving the practice of going outside theparameters outlined in the initial request for proposal. Thisincludes everything from asking agencies to contribute additionaltime or financial investment, to inviting separate agenciesto participate in a yet-to-be-determined second round. Atwhat point should PR pros say “enough is enough?”It’s never been easy, but at least we’vealways known what we were gettinginto. We receive an RFP, work likemad to craft a winning proposal, and thenrehearse, rehearse, rehearse to knocktheir socks off at the pitch.But, now it seems the process is changing— or rather extending — with anotherstep. In the past year, agencies have seen asignificant uptick in pitches being followed,not by a congratulatory call, but byan email inviting finalists to participate inthe next step in the selection process. Thishas many of us PR practitioners wondering:“What’s up with round two?”There are several factors likely contributingto this phenomenon. As PR professionals,it’s important we recognizethese reasons and work to find ways tostreamline the response process. Forclients, there’s value in effectively designinga RFP to find the best person for thejob in a timely manner.Based on conversations we’ve had withclients and prospective clients, some of thereasons for round two include:Due diligence. In today’s economy, ourclients are being asked to thoroughly vetPR Services BriefsGREENOUGH GETS‘CLEAN COAL’ WORKBoston’s Greenough Communications has pickedup CoalTek Inc., which received approval Nov. 29from the Chinese government for the first U.S./China“clean coal” venture.The $350 million partnership is to result in a processingfacility in Inner Mongolia to convert lowvalue “brown coal” into highly efficient and environmentallyfriendly clean coal.Since 2006, CoalTek has been running a commercial-scaleclean coal plant in Calvert City, KY, whichships coal to electric utilities in the midwest.Phil Greenough, who targeted the clean tech sectorfive years ago, calls CoalTek a “genuine industrydisruptor” and is eager to pitch how it is transformingthe global coal marketplace.CoalTek, which was based in Tucker, GA, relocatedits headquarters to Marlborough, MA, to be closerto Boston’s high-tech community.By Carrie Jonescandidates during the agency selectionprocess. The most common way todemonstrate this is by casting a wide net,inviting typically seven to 10 PR agenciesto respond, rather than hand-picking threefirms from the start. Within this selection,we’re seeing a mix of small, mid-sized andlarge firms all considered for theirprospective strengths.Tie-breakers. Round two is also putinto play when the prospective clientscan’t make a final decision. The remainingfinalists have captured the interest of thedecision makers; however, the two proposalsare so vastly different that it is toodifficult to evaluate them against eachother.Free Trial. Once in awhile, round twoinvolves fleshing out the proposedresearch or strategy that would typicallytake place following the kick-off meeting.These requests are couched with phraseslike, “we want to see how the teamthinks,” or “we need to understand hownimble the team is to responding to ad-hocrequests.” From the agency perspective,this can put us in a compromising position.How can we protect proprietary ideas andprocesses, but still let our team shine?Sub-par RFPs. Perhaps the most commonreason we’re seeing a rise in roundtwo is because of weak RFPs. (Did I reallyjust say that?) Some of my peers tellstories of RFPs that have entire paragraphsleft over from a previous solicitation.Others simply lack the core informationneeded to develop a meaningful proposal.Examples include vague goals, missingresearch or background assessments andno budget parameters.Client tips for an effective RFPWhatever the driver behind the roundtwophenomenon, there’s an opportunityfor clients to improve the process by consideringthe following tips in creating theRFP:Know what you want. Take the timeto establish criteria for identifying thebest firms to include in the selectionprocess. Are they local? Do they haveglobal reach? How strong is their practicegroup? Are they a full-service agency?Start by asking yourself what would theperfect agency look like and jot downyour answers. Be sure to also get buy-infrom decision makers within your organization.Once you have consensus, thislist will serve you well as you begin desktopresearch to identify the most appropriatefirms to engage.Go the extra mile in developing theRFP. Experience has shown us that clientswho take the time to carefully and thoughtfullydevelop a solicitation receive proposalsthat align with their needs. Start by puttinga confidentiality agreement in place toallow information to be exchanged. It maybe worthwhile to host an agency briefing,so the firm can betterunderstand your challengesand obstacles.Fortunately, there arefree tools available toassist clients in thisprocess, including anRFP builder availableonline from theCouncil of PR Firms.Compare apples toapples. Build into theCarrie JonesRFP several challenges that the agency isrequired to respond to. Commit to theprocess detailed in the RFP. If you trulywant to better understand how a teamthinks or works together, consider a phoneinterview.Make sure the decision maker(s) is atthe pitch. Often agencies are asked to participatein an impromptu round becauseone or two senior members of the clientteam did not attend the pitch. Very fewpeople like to take risks — especially whenon-boarding a firm can be costly — and PRdirectors want to know that their managementis on the same page.So, why does all of this matter? Becauseof time and money. Client relationshipsbegin immediately following the release ofan RFP. By keeping these tips in mind,companies looking for PR counsel cansecure higher-quality proposals, make betterdecisions, and secure a better final outcome.Furthermore, if agencies are able tokeep costs down during the solicitationprocess, those savings can be passed alongto our clients through lower bill rates andreduced recoveries.Carrie Jones is Principal and ManagingDirector of JPA. 20FEBRUARY 2012 WWW.ODWYERPR.COM

PR WARFARE OVER “FRACKING”Continued from page 19series of national print and TV ads (titled“I’m an Energy Voter”), a montage of citizenscarefully picked from an assortmentof ages and racial varieties repeat themantra “I vote,” before a repetition ofvarying subordinate clauses: “for moredomestic energy,” “for energy security,”“for energy from all sources.”This commercial was funded byEnergy Citizens, a front group backed bythe American Petroleum Institute (APImembers include Chevron,ConocoPhillips, ExxonMobil, GE,Halliburton and Shell). Tactically, EnergyCitizens has been wont to lend a “grassroots”sensibility to the needs of the energyindustry. One of its mobilizing M.O.sincludes bussing in hundreds of energyemployees to bogus “rallies” created bythe group to oppose cap-and-trade legislation.By establishing a perceived publicsupport for fracking, Energy Citizens isable to cast the illusion that its servicesare a response to interests voiced by themasses.PR giant Edelman was hired for thelaunch of the “I’m an Energy Voter” campaign.Perhaps no pro-fracking group hasbeen as successful or more influentialthan Energy in Depth, a Washington,D.C.-based front group formed by theAmerican Petroleum Institute and theIndependent Petroleum Association ofAmerica, and funded by BP, OccidentalPetroleum, Marathon, Chevron, Shell,Halliburton, El Paso Corporation, and theOhio Oil and Gas Association.EID’s campaign manager is TomShepstone, a former member of AmericanPlanning Association subsidiaryAmerican Institute of Certified Planners.Shepstone has referred to hydraulic fracturingas “not only environmentallyresponsible, but essential to health,” andthat “despite all the hysterical statementsmade by opponents, not one example ofgas-well fracking polluted a water supply.”In reference to the EPA’s recentdecision to test possibly contaminatedfracking wells in Dimock, Pennsylvania,Shepstone wrote on EPA AdministratorJackson’s Facebook page: “Ignore theradicals and stay out of Dimock.”At a November conference in Houston— titled “Media and StakeholderRelations: Hydraulic Fracturing Initiative2011” — EID called on trade groups toengage opponents with a “communityapproach” that includes a “focus on localconcerns” and to remind them of “localopportunities: jobs, revenue, cost-savings.”Handling PR duties for Energy inDepth is FTI Consulting (formerly FDPublic Affairs Americas). IPAA is also anFTI client.From a communications standpoint,the severity of the situation cannot beunderstated. Energy companies now findthemselves on a fault line of their own,where dissenting public opinion andimpending regulation threaten to closethe door on what could be the gold rushof the century.How serious has it become? At theHouston event, Matt Pitzarella,Spokesman for Pennsylvania energygiant Range Resources, was recorded bya citizen journalist attending the event asallegedly stating his company is currentlyemploying former military counterinsurgencyofficers to handle media inquiries,quell citizen concerns and ward off grassrootsopposition to hydraulic fracturing inPennsylvania.“We have several former psyops folksthat work for us at Range because they’revery comfortable in dealing with localizedissues and local governments,”Pitzarella was allegedly quoted saying.Matt Carmichael, Manager of ExternalAffairs for Anadarko Petroleum, allegedlywarned attendees at the Houston eventto “download the U.S. Army/MarineCorps Counterinsurgency Manual,because we are dealing with an insurgency.”EID Spokesperson Chris Tucker toldO’Dwyer’s this comment was “a joke,”which was “abundantly obvious to everyonein the room ... including the womanfrom the environmental group who snuckin and taped it.”True or not, blogs and Internet discussionforums are now abuzz with therumor that the U.S. energy industry is hiringpsychological warfare experts to performduties previously reserved forMadison Avenue boardrooms.Tucker told O’Dwyer’s that there’s “notruth to it at all.”“It’s absolutely true that our industry iskeenly interested in, and very much committedto, hiring men and women whohave served our country in uniform;you’d hope the same would be true of allindustries,” Tucker said. “But no, again,the underlying charge here that we’re hiringcommandos and special ops teams toshag press calls and do PowerPoint presentationsat Rotary Club meetings is nottrue. And not sane.”A bottomless wellSo far, the industry’s PR fight againstan anti-fracking insurgency has done littleto curry public support. Highly publicizedfracking hazards in Dimock, PAand Pavillion, Wyoming have becomeveritable battlegrounds between residentsand natural gas companies, provinga public relations nightmare for thelatter. In the court of public opinion, itappears the public is winning.The levy broke with the release of the2010 documentary film “Gasland,”which captured communities around thecountry affected by fracking. The film,nominated for an Academy Award forBest Documentary in 2011, was instrumentalin placing the issue on a nationalstage, and has consequently raised theire of the natural gas community (EIDhas created a website listing the allegedfactual inaccuracies in the film). Theterm fracking has now penetratednational parlance; citizens concernedwith the practice have coined themselves“fractavists,” and regularlyemploy rallying cries like “no frackingway!”The war wages on. As of press time,the state of New York is currently gatheringpublic comment for a proposedplan to lift the state’s 2010 moratoriumon fracking, thereby potentially opening85% of New York state land for gasextraction purposes. The consensus?The New York Department ofEnvironmental Conservation has currentlyreceived more than 18,000 commentson its recommendation for statefracking. According to a recent report bythe Center for Media and Democracy,those opposed to the practice outnumberits supporters by a margin of 10-to-one.But these metrics could ultimatelyprove futile. Governor Andrew Cuomoseems to be in favor of re-opening thestate’s land to hydraulic fracturing, andbelieves a more common-ground solutionwould be to regulate individualplacement of fracking wells (for example,the proposed New York drillingreinstatement would exempt activitynear Syracuse and New York City watersheds).According to a New York Timesreport, Cuomo has so far received morethan $100,000 from the gas lobby.He isn’t alone. During his 2012 Stateof the Union address, President Obamaoffered glowing support for a new planthat would open more available land fornatural gas extracting purposes. Whilethe debate over hydraulic fracturingremains in its infancy, it may not be prematureto say a war of words may beakin to bringing water to a gas fire, or atleast prove the adage that he who paysthe piper calls the tune. FEBRUARY 2012 WWW.ODWYERPR.COM 21

Profiles2.12O’Dwyer’sGuide to:Environmental PR& Public AffairsADAMSASSOCIATES INC.,JOHNNational Press Building, #750Washington, D.C. 20045202/737-8400Fax: 202/737-8406jadams@johnadams.comwww.johnadams.comA. John Adams, PresidentFor more than 30 years, JohnAdams Associates has specializedin health-related, environmentaland energy issues for Fortune 100companies, leading trade associationsand nonprofits. We areknown for our technical expertisein analyzing and communicatingcomplex issues to legislators andregulators as well as U.S. andinternational media. Our workhas earned numerous awards forexcellence in public education,for clients including theAmerican Chemistry Council, theBusiness Council for SustainableDevelopment, the EnvironmentalHealth Research Foundation andthe White House Council onEnvironmental Quality. JohnAdams Associates is a co-founderof the WORLDCOM PublicRelations Group, and in 2008,extended our resources intoBrussels and Beijing through ourmerger with the Kellen Company.BUTLERASSOCIATES, LLC.204 East 23rd StreetNew York, NY 10010212/685-4600TButler@ButlerAssociates.comwww.ButlerAssociates.comOne Stamford Plaza263 Tresser Blvd., 9th FloorStamford, CT 06901203/564-1474Thomas P. Butler, President2010 winner of the IAFF bestU.S. public relations & politicalcampaign award, 2011 IAFF bestnational radio campaign. Rankedtop 5 in New York market for itsenvironmental and public affairspractice. Butler Associates campaignsrange from winningFortune 50 proxy battles, tomajor public safety, litigation andmunicipal affairs campaigns, toguiding the image of top WallStreet firms and their CEO’s. TheButler group includes seasonedpros, committed to their clients,who deliver consistent results. ItsLitical Solutions division focuseson successful mobile consumerengagement campaigns, plusattention getting, award winningadvertising for broadcast, internetand print.Clients include: Assoc. ofBellTel Retirees Inc., CaseClosure LLC., Coalition of Laborfor Energy & Jobs, Council forUnity, Edison NJ FirefightersAssoc, G.A.L ManufacturingInc., New Rochelle (NY) Prof.Fire Fighters Assoc, NYAffordable Reliable ElectricityAlliance, NY City Police — FirePublic Safety Alliance,ProtectSeniors.Org, SiebertBrandford Shank, Stamford (CT)Police Assoc., Stamford Prof.Fire Fighters Assoc., SustainableSouth Bronx, UniformedFirefighters Association (NYCity), United Auto Workers (CT)and United Food & CommercialWorkers Union.CAPLANCOMMUNICATIONS1700 Rockville Pike, Suite 400Rockville, MD 20852301/998-6592Fax: 301/983-2126ccinfo@CaplanCommunications.comwww.CaplanCommunications.comTwitter: @CaplanCommsAric Caplan, PresidentCaplan Communications LLCis a full-service Washington-DCarea PR agency that specializes inpublic advocacy, legislative strategysolutions and nonfiction bookpublicity. Our agency possessesextensive experience workingwith nonprofit advocacy.Caplan Communications washonored with “O’Dwyer’s Awardfor Public CommunicationsExcellence” in environmental/publicaffairs for orchestratinga proactive media campaign thateffectively prevented the EPAfrom “blending” by relaxing safeguardsthat prohibited the dumpingof largely untreated sewageinto America’s rivers, streams andlakes.Caplan provides strategy, messagingand campaign implementationby targeting audienceslocally and on the national stage.Clients include AlaskaWilderness League, AmericanRivers, Defenders of Wildlife,Earthjustice, EnvironmentalDefense Fund, Friends of theEarth, Greenpeace USA, Leagueof Conservation Voters,Physicians for SocialResponsibility, National ParksConservation Association,National Wildlife Federation,Natural Resources DefenseCouncil and others.CHARLESTON |ORWIG515 W. North Shore DriveHartland, WI 53029262/563-5100www.charlestonorwig.comLyle Orwig, CEOMark Gale, President and PartnerAmy Richards, Director,Reputation ManagementCharleston|Orwig is a strategiccommunications consultant servingleading and emerging brands.We’re involved with every aspectof the food system — from agriculturethrough processing anddistribution to the point of retail.Our business is divided into twocomplementary disciplines:Reputation Management:Building, strengthening and protectingan organization’s image(managing crisis as necessary)through the development ofstrategic programs with anemphasis on sustainability andcorporate social responsibility.Integrated Marketing: Creatingdemand, building brands anddeveloping long-term valuethrough the use of strategic marketingcommunications based onan audience-focused, “solutionsneutral”approach that deliversmeasurable results.So is everything we do foodsystem related? Not entirely. Tothe extent that our involvementwith food has refined our reputationmanagement and integratedmarketing skills, we selectivelyapply that expertise in other arenasas well.It’s just that food will alwaysremain our focused passion.COOPERKATZ &COMPANY205 Lexington Avenue, 5th FloorNew York, NY 10016www.cooperkatz.comAndy Cooper, PrincipalRalph Katz, PrincipalAnne Green, President / CEOCooperKatz seamlessly integratesmarketing and publicaffairs capabilities. Our expertisehelps organizations strategizearound issues, articulate key perspectivesand turn difficult circumstancesinto opportunities.Relevant cases include: Majornational strike that shut down anindustry; Marketing of controversialproducts; Copyright/trademark protection in digitalrealm; Issues regarding healthcarereform/delivery; Environmentalimpact of motor vehicles; Impactof economic crisis on financialservices, business and highereducation sectors; Announcingtop sports team’s major renewableenergy investment;Publicizing global corporateenvironmental initiatives;Privacy/tracking issues related toonline behavioral advertising;and Expansion of top-levelInternet domains.Clients have includedAmerican Society of Composers,Authors and Publishers(ASCAP), Association ofNational Advertisers (ANA),Jackson Hewitt Tax Service,National Association ofInsurance Commissioners(NAIC), Otis Worldwide,Petfinder.com, PhiladelphiaEagles, Piaggio Group Americas,Polar, US Preventive Medicineand Virgin Mobile USA.22FEBRUARY 2012 WWW.ODWYERPR.COM ADVERTISING SECTION

PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRSCOYNE PR5 Wood Hollow RoadParsippany, NJ 07054973/588-2000www.coynepr.com1065 Avenue of the Americas28th FloorNew York, NY 10018212/938-0166Thomas F. Coyne, CEORich Lukis, PresidentCoyne Public Relations is aleading independent public relationsagency, representing someof the world’s most well-knownbrands in categories includingAutomotive, Beauty & Fashion,Food & Nutrition, Health &Wellness, Media & Content, Pet& Animal, Retail & Restaurant,Sports, Technology, Toys &Juvenile Products and Travel.From traditional to social media,we combine strategy and creativityto generate the best possibleresults for our clients —taking each and every clientexactly where they want to be,and beyond.Coyne PR specializes in arange of services, includingbrand building, product launches,events & promotions, sponsorshipactivation, corporatecommunications, cause marketing,social media, corporatesocial responsibility and crisismanagement. Recently named afinalist for PRWeek’s 2012Midsize Agency of the Year,Coyne PR boasts an employeeretention rate over 90 percent,an internal digital design studioto support our clients’ needs andalways provides a best teamapproach to every account.DAVIESHeadquarters:808 State StreetSanta Barbara, CA 93101805/963-5929jdavies@daviespublicaffairs.comwww.daviespublicaffairs.comAdditional Offices:Los Angeles: 310/395-9510Washington, D.C.: 202/580-8930John Davies, CEORobb Rice, EVPTaylor Canfield, EVPLisa Palmer, SVPJoshua Boisvert, VPSasha Boghosian, DirectorCaitlin Bidwell, Office ManagerDavies is the national publicaffairs firm of choice for motivatedclients who need to win highstakes matters, the toughestcrises, and the most difficult regulatoryproblems.Winning today is tied directlyto your ability to rapidly reachout, engage others, and do sowhile everyone watches. We setthe agenda of debate and craftpersuasive messages that placeour clients on the winning side ofcontroversial environmentalissues. We’re experts in highlytargeted, motivational outreach toget third parties to play an activerole in overcoming oppositionfrom activists.Our track record of helpingclients face complicated environmentalissues is unsurpassed.We’ve turned more than 500issues into non-events — oftentransforming them into opportunities.From traditional outreach tohighly structured online campaigns,Davies builds and implementsintegrated grassroots programsto gain (or divert) theattention necessary to favorablyshape public opinion and buildgenuine support for their clients’projects. Davies uses authenticgrassroots programs to winapprovals for any controversialenvironmental project — fromnatural resources extraction andmining, to permitting energyfacilities in sensitive environments.We believe that nothing istoo complicated, too political, toocontroversial, or too tough.ENVIROCOMM1300 Pennsylvania Ave. NWSuite #700Washington, D.C. 20004202/285-2639www.envirocomm.comEnvirocomm is a unique firmof veteran counselors assembledexclusively to help corporateexecutives deal with greeningissues, and to obtain competitiveadvantages.Environmental affairs, energyand climate change, and corporatesustainability are the firm’sfocus. Corporate clients get asenior professional, experienced,capable and ready to provide acomprehensive, confidentialanalysis of a current situation, ordevelop strategies for near andlong term objectives — and toguide through the executionprocess as much as needed toOn behalf of the Aluminum Association, Coyne PR created the CanCrusade, a 17-city tour of NFL stadiums promoting the use of aluminumcans as the smartest choice because they are easier, cleanerand safer. To execute the campaign Coyne PR hosted a GuinnessWorld Record breaking event in Green Bay where residents — alongwith Commissioner of Tailgating Joe Cahn — broke the record forthe world’s longest chain of aluminum cans … 66,343 (nearly 5 mileslong). The kickoff of the Can Crusade generated more than 250 storiesand 800 broadcast segments, totaling more than 50 millionmedia impressions.produce a desired result. Ourcounselors are Tom Hellman,Ken Nasshan, Howard Glassroth,Colburn Aker, Shelley Spector,Jim Sloan, Tom Davis, and BrianThomas in the U.S., and GijsDröge in Europe.Issues on which we haveworked range from environmental,health and safety, productrelatedcompliance, clean energyand green management mattersto public affairs, climate changeprograms, sustainability reportsand strategic stakeholder communicationson carbon economics.You can look at our team’s credentialsand sample some of ourinsights on the Envirocomm.comwebsite.E. Bruce Harrison leads thefirm and facilitates effectivematch-up between client andcounselor. Call Bruce at theWashington number for a conversationabout what you’re interestedin and how to best utilize ourgreen leadership team.FINN PARTNERS301 East 57th StreetNew York, NY 10022Anne Glauber, New York OfficeJessica Ross, D.C. OfficeFinn Partners’ commitment toenvironmental issues is at thecore of its practice. The GlobalIssues practice at Finn Partnersbrings decades of experience anda wealth of knowledge in theclean tech industry to support thework of its clients. The group hasa deep network spanning NGOs,United Nations agencies, greenorganizations and corporations.Environmental clients haveincluded Global Green USA, theU.S. affiliate of Green CrossInternational founded byPresident Mikhail Gorbachev;Norsk Hydro, a leadingNorwegian light metals and energycompany; and the UnitedNations DevelopmentProgramme, among others.Environmental issues haveevolved as one of the most important— and most dynamic —drivers in the communicationsmarketplace. From sustainabilityto resource management, cleantech to alternative energy, FinnPartners touches all elements ofthe environmental landscape. Bypartnering with our clients to divedeep into the complexities of boththe issues and the technology —combined with the expertise inhow to get the message out to theright audiences at the right time— Finn Partners helps our clientsbreak through the crowded andcompetitive market for visibilityon environmental issues andassists industry players in crisismanagement.Continued on page 24ADVERTISING SECTION FEBRUARY 2012 WWW.ODWYERPR.COM 23

PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRSFINN PARTNERSContinued from page 23In the renewable energy sector,Finn Partners has worked withthe Solena Group, a worldwideproducer of energy from biomass;Acciona Energy NorthAmerica, a wholly owned subsidiaryof Acciona and one ofthe world’s largest producers ofrenewable energy; MiaSole, amaker of thin-film solar panelproducts; Own Energy, a companythat partners withlandowners to develop renewableenergy wind products; andQuallion a lithium ion batterymanufacturer. Finn Partnerscurrently works with SilverSpring Networks, a leader in thesmart grid industry; AdvantixSystems, manufacturer of energyefficient dehumidificationand air conditioning systems;and RWL Water, LLC, globalprovider of wastewater treatmentand waste-to-energy solutions.GIBBS & SOELL,INC.Worldwide Headquarters60 East 42nd Street, 44th floorNew York, NY 10165212/ 697-2600Fax: 212/697-2646www.gibbs-soell.comLuke Lambert, PresidentRon Loch, Sr. Vice President,Greentech & SustainabilityGibbs & Soell, an independentcommunications firm since1971, is a trusted adviser to toptierclients seeking effectivereputation management andleadership positioning on sustainability,corporate socialresponsibility and risk managementissues.Results from our annualSense & Sustainability® Studyare frequently cited by themedia and subject matterexperts as unique research intoconsumer and business opinionson the corporate commitment toenvironmental stewardship.With headquarters in NewYork, offices in Chicago,Raleigh and Zurich,Switzerland, and affiliates in 40countries, G&S speaks the languagenecessary to educate andprompt action among key stakeholders.Our team of senior counselorscollaborates with clients todevelop and implement strategiesthat communicate the businessvalue of their sustainabledevelopment.Our services include: materialityassessments, issues management/counseling,corporatecommunications, marketingcommunications, event marketing,employee communications,leadership positioning, digitaland social media outreach, communicationsresearch and evaluation,and communicationstraining including I Power,our proprietary, dynamicprocess for creating and deliveringinsightful, influential andhigh impact communications.GODWINGROUPOne Jackson Place, Suite 800Jackson, MS 39201601/354-5711www.godwin.com/PRdritchey@godwin.compshirley@godwin.comPhilip Shirley, APR, Chairman &CEODonna Ritchey, APR,Partner/Executive Vice PresidentWith 75 years of proven performance,GodwinGroup is areputation management, environmentaland issues communicationpowerhouse servingclients across the Gulf South.GodwinGroup shapes andcrystallizes opinion, helpingclients meet public participationrequirements and achieve successin regulatory arenas and inthe court of public opinion. Wework closely with legal counsel,government affairs and technicalteams.GodwinGroup offers a depthof in-house, integratedresources and knows how toeffectively translate the complexlanguage of environmentaland litigation communication.From energy and forest productsto manufacturing andemergency response,GodwinGroup communicatesstrategically, clearly and accuratelyto protect client interestswhile gaining approval forexpansion or remediation projects.By founding the GodwinIssues Management Network, anine-state alliance of leadingpublic relations firms,GodwinGroup provides connectivityand consistency to effectivelyaddress multi-stateissues.Known for results and thecompany we keep, Godwin’sclient list includes Chevron, BP-America, United StatesEnvironmental Services, SpectraEnergy, ABB/Kuhlman, GenesisEnergy, CSX Transportation,Mississippi Power and others.GodwinGroup wants to be apartner in your success.HOPE-BECKHAM,INC.17 Executive Park Dr., Suite 600Atlanta, GA 30329404/604-2613dvanvoorhis@hopebeckham.comwww.hopebeckham.comDavid C. Van Voorhis, Director,Business Development & ClientRelationsFor 18 years, Atlanta-basedHope-Beckham has providedpublic relations services andmarketing support to a varietyof clients on a local, regionaland national level.From district energy systemsto solar energy initiatives, sustainablebusiness practices tonew energy solutions, environmentalinitiatives are veryimportant to Hope-Beckham,not only from a business perspective,but from a personalone.Whether communicating witha client’s various constituenciesor creating programs that effectivelyposition an organizationwithin the communities itserves, Hope-Beckham isknown for its creativity and costeffectiveness in the arena ofpublic affairs.Why choose Hope-Beckham?Our unique blend of publicrelations expertise allows us tocommunicate efficiently andeffectively across many channels.We believe that there is nosingle best way to market aproduct; nor is there any onebest method to communicate orinfluence an audience.MARX LAYNE &CO.31420 Northwestern Hwy., #100Farmington Hills, MI 48334248/855-6777, x105Fax: 248/855-6719mlayne@marxlayne.comwww.marxlayne.comFor more than 20 years, suburbanDetroit-based MarxLayne & Company has providedoutstanding, results-orientedcommunications counsel to abroad spectrum of clients in thebusiness, government and nonprofitsectors. Our proven abilityto design and launch successfulpublic relations campaigns,develop creative communicationssolutions and exceedclient expectations has earnedus a reputation as a valued partnerand an industry leader.Our public affairs professionalscustomize high impactstrategies to deliver clients’messages and influence opinionon legislation, regulation andappropriations at the state andlocal levels.We’re routinely engaged bylobbyists to reinforce theirefforts by generating constituentmessages, news coverageand talk show appearances,editorial commentaries, experttestimony and research studies.Our clients include publiclytraded multinational corporations,mid-sized companies andsmall private practices.We’re knowledgeable inmany industries including environmentalservices, energy,financial services, healthcare,higher education, hospitality,legal, manufacturing, nonprofit,real estate, retail and telecommunications.MAYOCOMMUNICATIONS7248 Bernadine Ave., 2nd FloorWest Hills (LA), CA 91307818/340-5300Fax: 818/340-2550www.mayocommunications.comAida Mayo, PresidentGeorge S. McQuade III, VPMayo Communications, basedin Los Angeles services environmental,business, government andentertainment industry clients.In 2010-2011, MAYOlaunched a Social MediaCampaign and produced a videoand media relations campaign forSun Born Natural Products, Inc.,Sacramento, CA.The 100% Herbal Chi Balmwas created by Kung FuGrandmaster Greg Yau, who hasspent years teaching people howto heal and internally balanceContinued on page 2624FEBRUARY 2012 WWW.ODWYERPR.COM ADVERTISING SECTION

DIRECT MAILLEADERS FOR OVER20YEARSTHE MOST EXTENSIVE OFFERING OF SERVICES IN THE INDUSTRY...WE DELIVER ON YOUR DIRECT MAILING & PRINTING NEEDS100% OF THE TIME. HOW CAN WE HELP YOU?DIRECT MAILPRINTINGFULFILLMENTPRESS KITSDATABASENCOATARGETER®520 8th Avenue, 14th Floor New York, New York 10018

PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRSShaolin Grandmaster Greg Yau with MAYO Communications VPGeorge S. McQuade III.MAYO COMMS.Continued from page 24their bodies. The Herbal ChiBalm, which was picked up andused by world champion sportsfigures and Hollywood actors,was also endorsed by Californiadoctors. It followed a campaignin Northern California toHuntington Beach at the site ofthe 2011 U.S. Surfing Open &Skateboard Championship.MAYO Communications alsoproduced a smart grid educationcampaign for PERI SoftwareSolutions, Inc, NJ.MAYO interviewed NationalAssn. of Regulatory and UtilityCommissioners on the challengesand opportunities ofSmart Grid technology for electricand gas companies. One ofthe videos was posted on theNARUC.org site during thenational convention in Atlanta.View and download profiles of hundredsof PR firms specializing in more than adozen industry areas at:www.odwyerpr.comMWW GROUPOne Meadowlands PlazaEast Rutherford, NJ 07043201/507-9500www.mww.comMichael Kempner, President &CEOWilliam P. Murray, ExecutiveVice President Public AffairsMark Bernstein, Senior VicePresidentMWW Group is one of thenation’s top mid-sized publicrelations firms and one of the tenlargest independent global agencies.Through its “Network PR”approach, MWW Group helps itsclients re-architect the conversationsurrounding their brands toincrease trust and relevance andmake them matter more amongkey stakeholders. MWW Group’steam of public policy and publicaffairs experts are well-recognizedon the federal, state, andmunicipal levels for our ability tomanage media issues and leverageour network of relationshipswith a wide range of nationalorganizations and critical coalitions.Our team has extensivebipartisan experience workingwith Congress, ExecutiveBranches, White House and federalagencies. We propel ourclients’ messages to the forefrontof the public policy debate andshape the concepts that resonateand reach the audiences that havean impact.Additionally, MWW Group isone of the only ‘green’ publicrelations firms in the UnitedStates, and only the second USbasedpublic relations firms toattain ISO 14001 certification.When it comes to sustainability,our passion is real and our experienceis extensive. We work withmajor brands, utilities and energyand tech companies to integratecutting edge knowledge of sustainabilityissues, technologiesand opportunities with innovativeapproaches to communications,social and digital media strategyand stakeholder engagement.OGILVY PUBLICRELATIONS111 Sutter Street, 11th FloorSan Francisco, CA 94104415/677-2726michael.law@ogilvypr.comwww.ogilvypr.comMichael Law, Managing DirectorFor more than twenty years,Ogilvy PR has helped clientsdevelop and communicate meaningfulsustainability and environmentalstrategies and initiatives.OgilvyEarth, our global sustainabilityoffering ensures a consistentyet locally relevant approachto sustainability from market tomarket. Our experts bring uniqueinsights about the shifting environmental,business and socialcommunications landscape andcombine in-depth knowledge ofsustainability with expertise helpingcorporations reach key stakeholdergroups — employees, consumers,governments, local communities,NGOs, media, customers,suppliers, investors andkey opinion leaders.The agency helps our clientsnavigate this complex and changingenvironment through a varietyof services including strategicplanning and development, partnershipidentification and outreach,creative services and internaland external communications.We take a 360-degreeapproach to the communicationsprocess; offering our clients publicaffairs, public relations, governmentrelations, B2B communications,digital communicationsand marketing/advertising solutions.Ogilvy PR’s roster ofclients includes Fortune 100companies, global multinationals,government organizations, nonprofitorganizations, start-ups andleading industry trade associations.PORTER NOVELLIPUBLIC AFFAIRSOwned by Omnicom7 World Trade Center250 Greenwich Street, 36th FloorNew York, NY 10007212/601-8000Fax: 212/601-8101www.porternovelli.comGary Stockman, CEOCatherine “Kiki” McLean,Senior Partner, Global Head ofPublic AffairsThe mandate to motivateaudiences to take action is at thecore of public affairs, but it isalso how Porter Novelliapproaches all of our clientassignments. No matter thepractice or the issue, we work tospark the change that will makea difference for our clients’businesses.Porter Novelli Public Affairscombines political, policy andadvocacy expertise into anational network of experiencedstrategic communications professionalswith a track record ofwinning high stakes, controversialchallenges for a wide rangeof clients. We combine thepower of immersion with therigor data to create deep humaninsights that help change theattitudes, beliefs and behaviorsof those people who matter mostto our clients. Our collectivewisdom, expertise and networkof contacts in public policy,media and advocacy circles giveus an intimate understanding oftoday’s public affairs landscapeand the opportunities that lieahead.We customize each team torepresent the ideal combinationof skills, experience andresources to meet our clients’specific needs. And we’reproud of our winning trackrecord in managing tough,multi-faceted campaignsinvolving complicated andnuanced issues or where conventionalwisdom assumed victoryfor the other side before theContinued on page 2826FEBRUARY 2012 WWW.ODWYERPR.COM ADVERTISING SECTION

Leading the Travel Industryby Providing ProfessionalTravel Services Since 1972• Business Travel Consultants• Strategic Meetings Management• Government Travel Contractors• Over 200 Offices Worldwide• Competitive Online Booking• One-on-One Travel Consultation• Leisure Travel ExpertsLocations:North AmericaMiddle EastEuropeAsiaFind out about cruises sailing from New Yorkand other worldwide destinations888-333-3116212-563-3500 • OmegaNewYork.comWorld Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200

PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRSPORTER NOVELLIContinued from page 26campaign had even begun.Whether it is a high profileissue in the U.S. Congress, acampaign to educate policymakersand the public about thevalue of a particular industry, ora reputational challenge, ourexpertise is proven by our passionfor winning and our recordof success.Our Washington, D.C. officeis home to seasoned professionalsworking within our publicaffairs, consumer marketing,food and nutrition, health careand social marketing practices.Each practice group is skilledand experienced in applyingdigital and social media strategiesto ensure an effective communicationsapproach, and issupported by senior digital andsocial media counsel.Our strategic planning andresearch unit works across practiceareas and serves as thenational headquarters for ourhighly regarded Porter NovelliStyles research offerings. Ourcreative services unit provides afull suite of creative products forall platforms from traditionalbroadcast television to the latestsocial media channels to allowfor complete message integration.RASKY BAERLEINSTRATEGICCOMMUNICATIONS70 Franklin Street, Third FloorBoston, MA 02110617/391-9646Cell: 781/454-5705kdoran@rasky.comwww.rasky.comTwitter: @GreentechPRRasky Baerlein StrategicCommunications is a nationallyrecognized public and governmentrelations firm with morethan a decade of experience providingexceptional client serviceto organizations that operate atthe intersection of business, politicsand media. With offices inBoston and Washington, D.C.,the firm offers a comprehensiverange of services, including ballotinitiative management, corporatecommunications, crisisand reputation management,grassroots organizing, investorrelations, litigation support, lobbying,and public sector businessdevelopment.Rasky Baerlein’s PublicAffairs practice has extensiveexperience representing multinationalclients’ interests beforelocal, state and federal governments,and can help you takeadvantage of the strong relationshipswe have built with electedofficials in both New Englandand on Capitol Hill.The Energy and Environmentpractice, led by 12- year EPAVeteran, Jim Cabot, excels inhelping clients achieve theirbusiness objectives throughintegrated communicationsstrategies, working with companiesranging from large utilitiesto clean tech start-ups and a burgeoningroster of renewableenergy companies.The firm has served and isserving a broad range of clientsincluding: American Council onRenewable Energy, Boston-Power, Eli Lilly & Company,Fidelity National Financial,First Wind, GDF Suez EnergyNorth America, Mascoma,Toyota and Veolia Energy NorthAmerica.RF | BINDER950 Third Ave., 7th FloorNew York, NY 10022212/994-7501Amy.Binder@rfbinder.comwww.rfbinder.comAmy Binder, CEOOver the years, corporate andenvironmental responsibility hasdramatically evolved, and sohave the communications needsof companies. RF|Binder workswith companies to help themdelve deeper into corporate andenvironmental responsibilityand communicate to numerousaudiences.Today, companies are heldaccountable not only to theirshareholders, but also to abroader community of stakeholders— including customers,investors, employees, activistgroups, the public and themedia.RF|Binder has extensiveexperience working with clientson corporate responsibility andenvironmental initiatives,including Bank of America,Staples, CVS Caremark, Cargill,The McGraw-Hill Companies,Bosch, Reebok, Canaport LNG,Entergy, Irving Oil and KeyspanEnergy.The team includes memberswith advanced degrees in environmentalpolicy and science tohelp companies navigate thecomplex standards of corporateresponsibility and environmentalreporting, and communicatetheir ideas clearly and effectively.RF|Binder develops fullyintegrated corporate strategies,including the development,reporting and promotion of corporateresponsibility and environmentalinitiativesROGERS & COWANPACIFIC DESIGN CENTER8687 Melrose Ave., 7th FloorLos Angeles, CA 90069310/854-8117Fax: 310/854-8106www.rogersandcowan.comTom Tardio, CEORogers & Cowan is the leadingentertainment marketingand PR agency with U.S. officesin Los Angeles and New York.We offer clients a provenapproach to building awarenessand support for their environmentaland public affairs initiativesby leveraging the powerfulinfluences of the entertainmentindustry coupled with a strongcorporate and trade PR strategy.Our team manages and executesenvironmental PR and PAcampaigns for clients in thetechnology, entertainment, foodand beverage, automotive, aviationand non-profit industries,including Fortune 500 companies,philanthropies and organizations,trade associations, filmmakersand distributors andinternational celebrities andrecording artists.Whether we are supportingthe launch of Hangar 25, theworld’s first solar-powered aircraftfacility at the Burbank airport;raising awareness for theGreen Business Roundtable, apublic/private green event featuringformer President BillClinton and Los Angeles publicofficials; building excitementfor the eco-documentary TheAge of Stupid; or securingmedia coverage for FiskerAutomotive, as the first green,luxury American car company,we provide our clients with thePR and marketing strategies,access and relationships tosecure the right print, broadcastand social media coverage withthe right messaging to helpclients’ promote their variousinitiatives.Some clients/projects haveincluded Dasani Plant Bottle,Shangri-La Construction:Hangar 25 and 302 Carson inLas Vegas, Green BusinessRoundtable, Fisker Karma, ecodocThe Age of Stupid, CaboSao Roque Resort, NaturalResources Defense Council,Children’sHealthEnvironmental Coalition featuringOlivia Newton-John andKelly Preston, Rolling StonesBenefit Concert for NRDC,Bloomberg News White HouseCorrespondent’s Dinner AfterParty, and Texas InstrumentsLED TV.SCHNEIDERASSOCIATES2 Oliver Street, Suite 901Boston, MA 02109617/536-3300www.schneiderpr.comJoan Schneider, President andCreative DirectorPhil Pennellatore, ChiefOperating Officer and PartnerAt Schneider Associates, wedefine public affairs as anythingthat impacts public opinion anddrives behavior. That covers alot of territory, especially intoday’s complex communicationscycle where missteps canresult in crisis situations instantaneously.Whether you’re facinga media crisis, securingTown Meeting approvals,advancing social or environmentalcauses, or bringing publicattention to political issues,Schneider Associates can help.We implement a proprietaryprocess known as CommunityLaunch to develop campaignsfor premier commercial, retail,and residential real estate developersas well as corporations,nonprofits and municipalities.The firm has expertise in buildingsupport to drive initiativesthrough the public process, andexecutes campaigns on behalfof clients such as PatriotPartners, Equity Office, TheGutierrez Company, NationalDevelopment, Cassidy Turley,Nordblom Company,Campanelli Companies, ComarReal Estate Trust, and GeneralChemical. Learn more abouthow Schneider Associateslaunches products, services,Continued on page 3028FEBRUARY 2012 WWW.ODWYERPR.COM ADVERTISING SECTION

socialactivationsocialstorytellingsocialnetworkingrfrelate@ruderfi nn.comThe Americas • Europe • Asia Pacific • Middle Eastwww.ruderfinn.com

PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRSMembers of the Environmental PR and Public Affairs team at Zeppos& Associates, Inc.SCHNEIDER ASSOCS.Continued from page 28companies and communities atwww.schneiderpr.comSTANTONCOMMUNICATIONS,INC.1150 Connecticut Ave., NWSuite 810Washington, DC 20036202/223-4933www.stantoncomm.comPeter Stanton, PresidentCatherine Imus, ManagingDirector/Public AffairsThe March issue of O’Dwyer’s will featurea company profiles section on Food& Beverage PR firms. If you would likeyour firm to be listed, contact Editor JonGingerich at 646/843-2080 orjon@odwyerpr.comTo provide effective advocacyand communication on complexenvironmental issues, theStanton CommunicationsEnvironmental Public AffairsGroup brings together a specializedteam of skilled professionalswho know the subject.Our team offers the right mixof experience and capability toenable clients to successfullyaddress challenges and controversies.From climate changeand the introduction of newtechnologies, to project permitting,chemical safety and communityhealth concerns, ourprofessionals have experiencedealing with the full spectrumof scientific and sensitive matters.Based in Washington, D.C.,our Environmental PublicAffairs Group offers supportnationwide through media outreach,ballot initiatives andmaterials development. Ourprograms encompass strategictraditional and social mediarelations, coalition building andcommunity engagement, issueadvertising and spokespersonpreparation.For more information visitwww.stantoncomm.com or callus at 800/426-1887.TREVELINO/KELLER949 W. Marietta St., Suite X-106Atlanta, GA 30318404/214-0722dtrevelino@trevelinokeller.comgkeller@trevelinokeller.comwww.trevelinokeller.comwww.wheelhousetk.comRecognized as one of the 30best firms to work for in NorthAmerica, Trevelino/Keller featuresa GreenWorks practicewhich serves as its environmentalstrategy for its five corepractices — technology, businessto business, franchising,lifestyle and health.Working with emerging andestablished companies whoposition themselves as environmentalor non-environmentalcompanies seeking a greenstrategy, the firm is sought afterfor corporate positioning, industryrelations, product and companylaunches and crisis communications.Its servicesinclude public relations, socialmedia and marketing. Relevantexperience includes the launchof the first carbon neutral zonein America, working with earlystage company, Verus CarbonNeutral. In 2011, the firm managedthe launch of the world’sfirst biodegradable foam cup,branded Vio, working closelywith the Plastics EnvironmentalCouncil (PEC) and other industryauthorities to ensure thatVio’s brand identity and messagingwere on point with theFDA’s strict Green Guidelines.Its work with Kleiner PerkinsbackedLehigh Technologies,recognized innovativeMicronized Rubber Power(MRP) products, utilizing thefirm’s full suite of services.Trevelino/Keller executed thecompany’s rebranding with newlogos, new websites and newmessages, followed by anaggressive media relations campaignwhich generated significantnational business press. Astrategic partner with GreenBusiness Works, informationabout the firm’s SustainabilitySpecialist is available on itsExpert community, WheelhouseTKat wheelhousetk.com.WEBERSHANDWICK600 Battery StreetSan Francisco, CA 94111wbrent@webershandwick.compmassey@webershandwick.comWilliam Brent, Executive VicePresident, CleantechPaul Massey, Executive VicePresident, Social ImpactWeber Shandwick’s globalCleantech practice providesstrategic, integrated communicationsservices to leading andemerging companies in theCleantech and RenewableEnergy sector. The agency’sglobal Social Impact teamworks with major corporations,foundations and NGOs onengagement and thought leadershipprograms around corporatesocial responsibility and environmentalsustainability.Weber Shandwick has unrivaledexpertise in B-to-B and B-to-C marketing and communications,and is geared to engagingthe communities that mattermost to our clients. We counselclients in a range of sectors:low-carbon energy such as solarand wind, smart grid, buildingmaterials, consumer goods andpackaging, water, power storage,smart transportation, greenIT, alternative fuels and energymanagement. And we offerthese clients integrated marketingservices that include governmentrelations, corporatereputation and thought leadership,public affairs, social anddigital media and investor relations.Current clients includeeMeter, Abengoa, INEOS Bio,Siemens, Honeywell, SuntechPower, General Mills, BSR,Bank of America, and UNFoundation’s SustainableEnergy for All.The Cleantech group is underthe global leadership of WilliamBrent, executive vice presidentlocated in San Francisco. PaulMassey, executive vice president,located in Washington,D.C, leads the global SocialImpact team.ZEPPOS &ASSOCIATES, INC.400 E. Mason Street, #200Milwaukee, WI 53202414/276-6237Fax: 414/276-2322zeppos@zeppos.comwww.zeppos.comZeppos & Associates — anindependent, Wisconsin-basedfirm with a national reach —has represented industry, environmentalgroups and associationson numerous naturalresource issues. Wisconsin’slakes, forests and wildernessareas present significant communicationschallenges in astrict regulatory climate.The firm has handled mattersrelated to timber, PCBs, agriculture,landfills, alternative fuels,mining, utilities, wetland mitigation,development, infrastructureand more. Zeppos &Associates’ team of seasonedprofessionals has solid experiencewith both government andmedia and provides award-winningservices that include communityoutreach, governmentrelations, crisis communications,media relations, socialmedia, grassroots organizationand more. 30FEBRUARY 2012 WWW.ODWYERPR.COM ADVERTISING SECTION

O’DWYER’S RANKINGS OFENVIRONMENTAL PR &PUBLIC AFFAIRS FIRMS1.EdelmanNew York$59,638,68226. Winning Strategies PRNewark, NJ620,9562.APCO WorldwideWash., D.C.28,350,00027. Butler Assocs.New York602,0423.DaviesSanta Barbara7,539,65028. CJP CommunicationsNew York553,0004.Cerrell AssociatesLos Angeles4,789,58229. Gregory FCA Comms.Ardmore, PA490,0005.Rasky BaerleinBoston4,744,99430. BlissPRNew York486,0006.Development Counsellors Int’l New York3,429,30031. French|West|VaughanRaleigh457,0007.Widmeyer Comms.Wash., D.C.3,217,11332. rbb Public RelationsMiami440,6008.MWW GroupE. Rutherford, NJ3,175,00033. CRT/tanakaRichmond, VA400,0009.Ruder FinnNew York2,800,00034. Landis Comms.San Francisco356,25310. PeppercomNew York2,795,74135. Kaplow Comms.New York352,00011. Levick Strategic Comms.Wash., D.C.2,648,62536. Standing PartnershipSt. Louis341,11312. BeckermanHackensack, NJ2,400,00037. Seigenthaler PRNashville296,25913. Peritus PRLouisville2,272,21938. Rogers GroupLos Angeles284,14314. Ron Sachs Comms.Tallahassee2,074,06539. Zeppos & Assocs.Milwaukee241,84515. Moore ConsultingTallahassee1,904,97640. Guthrie/Mayes & Assocs.Louisville219,97816. Singer Assocs.San Francisco1,321,36741. Gibraltar Assocs.Wash., D.C.215,00017. Blue PracticeSan Francisco988,80042. McNeely, Pigott & FoxNashville179,36418. GodwinGroupJackson, MS979,35143. BizCom Assocs.Addison, TX150,00019. Lambert, EdwardsGrand Rapids, MI905,37244. Trevelino/KellerAtlanta150,00020. Qorvis Comms.Wash., D.C.879,56045. Schneider Assocs.Boston123,32721. ETC, Inc.Cincinnati857,00046. VPE PRS. Pasadena, CA123,09022. IW GroupW. Hollywood, CA816,00047. Travers, Collins & Co.Buffalo102,00523. Allison & PartnersSan Francisco651,00048. Rosica PRParamus, NJ62,25024. Public Comms.Chicago638,71049. Boardroom Comms.Plantation, FL50,00025. Jackson SpaldingAtlanta623,23450. Lane PRPortland, OR25,903© Copyright 2011 The J.R. O'Dwyer Co.

OPINIONMeet the new bossBy Fraser SeitelWe Yahoo! shareholdersrejoiced in January with theannouncement that Yahoo!founder and erstwhile CEO Jerry Yanghad left the company — finally!Yang was arguably,a genius, a visionarywho created avibrant searchengine when fewothers could conceiveof such innovation.He was also,Fraser P. Seitel hasbeen a communicationsconsultant, author andteacher for 30 years. Heis the author of thePrentice-Hall text, ThePractice of PublicRelations.inarguably, theworst, most shareholder-destructiveCEO in the historyof modern Americanbusiness.When Yahoo!began to be eclipsedby Google,Facebook and other Internet innovators,Wang steadfastly refused to sell all orpart of the company he had founded.Singlehandedly, in rejectingMicrosoft’s bid to buy Yahoo! for inexcess of $30 a share, Yang cost hisshareholders and fellow employees tensof millions of dollars. The stock todaycreeps along at $16.The departure of Yang, as joyous as itis for long-suffering Yahoo! shareholdersbrings to mind the question that all publicrelations professionals must face atone time on another: How do we welcomein the new CEO?Whether the departing chief is belovedor, as in the case of Yang, despised, itfalls on the PR department to orchestratea communication plan to “introduce” thesuccessor to the community. It isaxiomatic in public relations that, “Younever get a second chance to make a firstimpression.” So how an incoming CEOhandles his or her first days in the saddleis critical in setting a tone for the administrationto come.Beyond the obvious imperative ofmeeting with the Board, other publics arekey for the new CEO to meet quickly.For example:• Think “employees” firstIn a day when productivity is at a premiumand trust in and loyalty to one’semployer has faded markedly, it’s importantthat the incoming CEO “recognize”publicly how essential the staff is to theorganization.To achieve this, an incoming CEOshould meet the staff first, before venturingout into the community. The easiestway to do this is with an all-hands receptionat headquarters, where employeesmeet the new CEO in an informal, lowkey,catered, celebratory setting.As to “program,” the best case is tohear, briefly, from only two speakers —the outgoing and incoming CEOs.Remarks should be light and heartfelt,rather than strategic or lengthy. Tonetakes precedent over substance. And theobjectives of such a party are 1) tounderscore that employees are mostimportant and 2) the transition from oldto new will be seamless.Beyond the all-hands meeting, specificgroups of employees may be especiallyimportant for the new CEO to singleout — senior managers in a bank, doctorsin a hospital, etc. These internalpublics may rate special meetings, if forno other reason than to reinforce theirown self-importance perception.• Courtesy calls to local leadersLocal leaders are another group thatmust be considered early in a new CEO’sitinerary.Politicians live to be “recognized.” Asmart, new CEO will understand thatpredilection toward vanity and indulgethe local leaders accordingly. For example,the new CEO of Eli Lilly, as a citizenof Indianapolis, should pay a courtesycall on the mayor, regardless of whetherlocal politics has any immediate bearingon the multinational conglomerate.The new CEO of the gas company inSan Francisco should not only visit thelocal political leadership, but set out toSacramento and Washington to makesure that state and national representativesdon’t get their prominent noses outof-joint.The new CEO of the local hospital willmake a point of visiting the CEOs of thefive largest employers in town, whoseemployees and their families composethe base of local healthcare patients.• Meet the pressTypically, the new CEO will have littleexperience with the local media. Just astypically, he or she will have no particulardesire to alter that non-existent relationship.But as trepidatious as the new CEOmight be to wade into the media waters,your job as PR advisor is to make sureProfessional Developmentthat key beat writers are dealt with early.Best plan is to schedule one-on-one, offthe-recordlunches for key reporters, sothat the new CEO make the acquaintanceof the Fourth Estate in a more relaxed setting.Just as with any other session wherethe recipient may be taking mental notes,the CEO must be briefed on hot issuesand likely topics. Also, since many newCEOs aren’t familiar with the deviousworkings of the press, you should warnthe new man or woman that even thoughwhat he says is not to be used — nonetheless,he must consider that “everything ison the record.”• Call on the clients.At a proper interval after taking over,the new CEO should make it his businessto get out and meet important customers.The best way to do this is to precede thevisit with a generic letter from the CEOto clients expressing “how excited I amfor the challenge and how much I’mlooking forward to visiting with you.”Following up such a letter with a personalvisit makes a lasting impression oncustomers too often used to being takenfor granted. Here again, the new CEOcan’t visit every client but … if 10% ofyour customers account for 90% of yourrevenue, then it’s well worth a personalvisit by the new CEO to each of those10% cherished clients.• Timely speechesEvery organization has its own specialpublics besides those singled out here.After the CEO is settled, it often makessense to address these important but lessimmediately critical constituents in aspeaking forum.Analysts and investors, for example,might be covered by the new CEO participatingin the very next quarterly earningsconference call, generally presided overby the chief financial officer.The same holds for community-basedCEOs addressing key local organizations— Chamber of Commerce, Rotary Club— to overview the outlook for the companyor the bank or the hospital or thenon-profit.The point is in his or her first severalmonths in the saddle, the new CEOshould consider meeting important constituentpublics as a front-burner responsibility.And that’s regardless of whetherhis predecessor departed with accoladesfrom his colleagues and head held highor, like Yahoo!’s lamentable Yang, withcontempt from his shareholders and tailbetween legs. 32FEBRUARY 2012 WWW.ODWYERPR.COM

Many in the west believe theU.S. will comfortably maintainits position as the world’smost powerful country for the foreseeablefuture. Unfortunately, that belief ismostly nationalisticand dangerouslyunfounded in reality.Politicians andpropagandists who,together with highlypaid PR operations,choose toecho slogans andshallow campaignpromises instead ofinvesting in theforesight necessaryin this increasinglycomplex world, aplace in which nations we thought of ashelpless have risen to power.A year ago, the New York Timesrevealed the State Department’s frustrationwith money flowing easily fromresidents of our alleged ally SaudiArabia to militants said to include AlQaeda, Taliban, Hamas and othergroups. The amazing story by theTimes’ Eric Lichtblau and Eric Schmittrevealed a hitherto classified memofrom Secretary of State Hillary Clintonthat made it clear residents of SaudiArabia and its neighbors are the chieffinancial supporters of many extremistgroups.According to the article which quotedState cables, “It has been an ongoingchallenge to persuade Saudi officialsto treat terrorist financing emanatingfrom Saudi Arabia as a strategicpriority” the State cable concluding“donors in Saudi Arabia constitute themost significant source of funding toSunni terrorist groups worldwide.”Meanwhile, days ago, came theannouncement the U.S. has approvedthe sale of fighter aircraft to the Saudisand billions more in other weaponry tothe United Arab Emirates.Given enough recent history to knowthese folks don’t let their sons anddaughters get in the way of enemy fireand other dangers while American andother NATO allies take on those challenges,one might ask what the hell isgoing on here. Or, more to the point,why are no members of Congress orthe media raising these questions atall?The developing relationship of theSaudis with Russia and China has creptinto this setting. Who started it is not asimportant as the combination has beenvirtually ignored by media that claimto print and broadcast everything weneed to know and politicians more concernedwith a presidential campaignthan a nation’s future.As one authority, Nadir Mir, authorof “Gwadar on the Global Chessboard”and a retired Pakistani General, has putit: “The global geopolitical environmentmust be grasped pragmatically.The western world’s dominance inworld affairs appears to be fading” atleast economically as China and Russiacontinue to rise as informal partnersand as massive investors in Westernopportunities along with Arab nations.Today, anti-Americanism is rampant inplaces like Iran, Pakistan, Turkey, mostof the Arab world and those who arefinanced by these fountains of incalculablewealth and who finance majorpublic relations, lobbying and otherpropaganda opportunities in the west.It is no accident, then, that nationsthat have much to gain from each othercould quietly develop a major economicrelationship. According to TimNiblock, professor of Arab GulfStudies at the U.K.’s University ofExeter and reported by the Universityof Pennsylvania’s Wharton, the “growingSino-Saudi oil trade is a reflectionof the two countries’ mutually dependentrelationship that has advanced fairlysteadily since 2000.”According to the review, the Chineseneed Saudi Arabia as a stable, establishedoil producer — all the more sotoday as turmoil across the Middle Eastcontinues. The Saudis need (and like)China’s growing demand for oil. Whathas not been publicized as much is theSaudi dissatisfaction with our supportfor the undermining of Egypt’s HosniMubarik and our backing of Libyanrebels and what has come to be knownas the “Arab Spring.”Strangely, or perhaps not, D.C. lobbyingpowerhouse Patton Boggs wassomehow retained by poor rebels forthe price tag of a reported $67,000 permonth, the money’s source still notGuest ColumnChina-Russia-Saudi Arabia: the next superpowerBy Joseph HonickJoseph H. Honick,is president of GMAInternational inBainbridge Island,Wash.clearly known.Enter the Russian growing level ofbillionaires looking for investmentsand an enhanced competitive positionwith the U.S., all of which have led tothis new triad of China-Saudi Arabia-Russia.Even of still greater importance isthe aggressive effort of China tobecome the fiscal savior for the strugglingEurozone. This comes as majorArab wealth is invested as well intopotential propaganda channels likeTwitter.This then repeats the question as towhy we are selling the fighter aircraft,ammo etc. to the Saudis and Emirates.The larger question is why neithermajor media nor major politicians whowant to lead this country are probingthese concerns while slobbering allover the presidential campaign thatlacks even the most fundamental senseof issues vital to the nation and theworld. Media briefsBERTELSMANN TARGETSEDUCATION MARKETBertelsmann, owner of Random House andmagazine publisher Gruner + Jahr, is putting up$50 million to become anchor investor in the$100 million University Ventures Fund, whichinvests in for-profit colleges, vocational schoolsand emerging educational platforms in the U.S.and Europe.CEO Thomas Rabe believes the burgeoningeducation market offers a custom-made opportunityfor his company.“Mega-trends such as the emergence of newdigital technologies and the growing role of theprivate sector open up vast opportunities for us,which we expect to take full advantage ofthrough University Ventures,” said Rabe in astatement.UV, which is run by private equity managers,plans to put money in up to 10 new opportunitiesduring the next five years.Currently, it has a partnership with BrandmanUniversity to provide undergraduate and graduateprograms for working adults and plans toestablish a college for Hispanic studentsIn Europe, UV launched Higher EducationOnline to advise colleges how to present theircourses on the Internet.The Washington Post Co. is a media leader inthe for-profit educational market via its Kaplansubsidiary.Rupert Murdoch’s News Corp. has targetedthe sector for development in a push spearheadedby former New York City school chancellorJoel Klein.FEBRUARY 2012 WWW.ODWYERPR.COM 33

OPINIONNew history of PR is neededBy Jack O’DwyerIvy Lee, one of the alleged “Fathers ofPR,” twice confessed that he had no ideawhat PR was.“I have never been able to find a satisfactoryphrase to describe what I try to do,”he told an IRT NewYork subway ratehearing in 1927.Seven years later hetold a congressionalJack O’Dwyercommittee investigatinghis work forthe I.G. Farben trust,a close ally of theHitler government,that “my business —I do not know how todescribe it.”What is PR?PR Society chair Rosanna Fiske had noidea what deep waters she was getting intowhen she embarked in November on aquest to define PR, saying she was neverable to explain to her parents what she didfor a living.One of PR’s problems is that it worksclosely with three occupations that knowexactly what they are doing — law, marketingand finance. They can (and oftendo) eat the lunch of PR pros as a result.PR is no mystery to this writer. What PRpros do or don’t do is only too visible. Thetwo major developments in recent decadesare the virtual disappearance of PR at corporationsand institutions and the emergenceof a dozen well-defined PR practiceareas in PR firms.PR, like law, medicine, engineering andother occupations, has matured by buildingexpertise on specific topics such as healthcare,tech, financial, food, travel, etc.The O’Dwyer Co. for 20 years has pioneeredin identifying firms with such practices,tracking the amount of their revenuesin each area, clients, personnel, and givingthe firms a platform to describe their skillsvia our online and print directories.PR firms are expanding in number andsize while corporate “PR” depts. are not.Companies similarly closed their ad depts.in the 1950s because creativity was foundto reside in the agencies.The message of PR should not be thatPR pros are ethically superior to businesspeople— which they’re not — or that theyserve as the “conscience” of clients, butthat they have developed specific areas ofmarketing and other promotional expertisethat can help clients, particularly those thatcan’t afford adverting.Corps ditched “PR”Corporations started ditching the term“PR” in the 1970s. Only a few blue chipsstill have such titles. Members of (PR)Seminar, the annual gathering of “PR”executives of major companies and a fewtop PR firms, favor titles such as corporatecommunications, corporate relations, marketingcommunications, or public affairs.The group even dropped “PR” from itsname three years ago.The name changes signaled somethingmuch deeper — a removal from opennessand availability to reporters. While almostall companies in the 1960s and ’70s hadsomeone available to chat with media andmost had programs that sought to buildpersonal ties with reporters, almost nonenow do.Reporters who try to contact a corporatePR dept. are confronted with a box on thecompany website where they can post aquestion and hope for an answer.Individual contact names will not be provided.Phone calls will be answered (if atall) by a junior staffer who will subject thecaller to the third degree. Press conferences,once a staple of PR, have virtuallydisappeared.PR is “War Dept.”PR majors who think they’re going to be“peacemakers” and “conciliators” in thebusiness world are going to find they havereally joined the “War Dept.” of companiesand institutions.Kraft CEO Irene Rosenfeld told theArthur W. Page Society in April 2010 thatshe considered the “corporate affairs” dept.(meaning PR) headed by Page memberPerry Yeatman to be her “secret weapon”and that it played a crucial role in Kraft’shostile takeover of Cadbury.Monitoring what employees say in e-mails or otherwise is also a major task forthe institutional PR pro.The Village Voice in 2010 outed what itcalled “48-pages of corporate terrorism”— a PDF for Viacom employees that saidthat anyone who breathes a negative wordabout the $14 billion entertainment giantwill be “disciplined.”Only the “officially designatedspokesperson” may deal with the media or“post on the Internet or otherwise publiclyshare” info on Viacom, the PDF said.Virtually the same policy is in effect atmany places including the PR Society,where VP-PR Arthur Yann or one of hisstaffers must be told about any mediaOpinioninquiries concerning the Society beforecomment is made. This applies to all membersincluding the elected chair and board.PR Society press and information-blockingpolicies multiplied in 2011. Photos andrecording of the Assembly by reporters hadbeen banned for the first time in 2010. In2011, reporters were banned altogetherfrom the Assembly.Financial PR figure Ted Pincus, whospent much of his last five years as acolumnist for the Chicago Sun-Times,noted that PR pros had turned voice-mailand e-mail into barriers of communicationsrather than facilitators of it.Wendell Potter, a 20-year PR executiveat CIGNA, wrote as much in his book“Deadly Spin” that lawyer-vetted e-mailshad become the standard method of discoursebetween PR pros and reporters.Lee isn’t a good exampleSteven Bomba’s 1982 master’s thesisdrew on Ivy Lee’s own papers and testimonyfrom the Nuremburg trials to skewerLee as believing that U.S. Jews exercisedunseemly control over the U.S. press,financial industry, department stores andmovies.Lee went to at least one mass rally forHitler, writing that it was “a great show,”and met him for a half hour on one occasion.Hitler, he wrote, “is personally anindustrious, honest and sincere hardworkingindividual.”Lee’s son, James, worked in Berlin withthe Hitler government, authoring a 35-pagebooklet called “Driving Your Own Car inGermany.”Lee told the congressional hearing thebooklet had nothing to do with politics. Itwas classic misdirection — not exactlylying but shifting attention from moreimportant issues such as Germany’s rearmamentand the persecution of the Jews.Lee worked for Hitler long after attackson the Jews had begun. An anti-Nazi rallycalling for a boycott of German goods washeld in Madison Square Garden in March1933, and in 70 other locations throughoutthe U.S.Lee’s “deluge” of pamphlets, circularsand letters to the Rockefellers during the1914 Colorado coal miners’ strike, duringwhich 14 miners, miners’ wives and childrenwere murdered were called only fitfor the “waste basket” by the Toledo Blade.Testifying before the U.S. Commissionon Industrial Relations in 1915, Leeanswered “none whatever” when askedwhether he checked the facts given to himby the mine owners. He said he had “noresponsibility for the facts and no dutybeyond compiling them and getting theminto the best form for publicity work.” 34FEBRUARY 2012 WWW.ODWYERPR.COM

OpinionWhy do African-Americans have such a low profile in PR?By Jack O’DwyerThere’s no question that African-Americans have a low profile inthe PR industry.We put some of the blame on the blackPR community itself because we rarelyhear from any of its organizations.There is plenty of notice on theO’Dwyer Website of goings-on withinthe PR Society, IABC, Arthur W. PageSociety, Publicity Club of New York,(PR) Seminar, Institute for PR, New YorkWomen in Communications, Council ofPR Firms, National Investor RelationsInstitute and others. They send us a constantdrumbeat about their programs,award dinners, elections, national conferencesand PR initiatives of one sort oranother.But it’s a blank from the NationalBlack PR Society or even its New Yorkaffiliate. We receive nothing about newofficers, conferences, speeches, positionpapers, etc.More than 1,000 members are in BPRSwhile the National Assn. of BlackJournalists, Adelphi, Md., has 4,000members of whom 700 are PR pros.Mike Millis of MX2 Design Forceannounced in November that he is revivingBPRS/NY after three years of “inactivity.”A meeting was held Nov. 30 atBurson-Marsteller.Paul advises BPRS/NYMike Paul of MGP & Assocs., NewYork, who set up offices for BPRS/NYwhen he was at B-M in 1992, said hewas glad to hear the group will again beactive.He said that in the past its meetingshave been mostly concerned with entertainment,sports and political PR and heurged the new leadership to hold sessionsthat build financial, marketing,planning and writing skills — the entiregamut of abilities needed by today’s PRpros.Paul, who has appeared hundreds oftimes on network and cable TV shows ona variety of topics, said he is still disappointedthat none of the top 20 PR firmsnor any of the major units of global PRfirms is headed by a person of color. Hesaid there is no shortage of qualified candidatesand called on the firms to redoubletheir efforts to find them. He calledthe situation “a travesty.”Redmond heads national BPRSPresident of NBPRS is WynonaRedmond, director of PA and governmentrelations, Dominick’s Finer Foods ofSafeway, who served on the PR Societyboard in 2010 as senior counsel withOfield Dukes. Gold Anvil winner Dukes,who died last year, lost his bid to be an atlargeboard member of the PR Society in2010 to Barbara Whitman of Honolulu.Gary McCormick, 2010 chair, hadpromised to appoint blacks and journaliststo his strategic planning committeebut was over-ruled by the board.Regina Lewis, Chief CommunicationsOfficer, the Potter’s House of Dallas anda 25-year PR veteran, failed in her bid tojoin the 2011 board as an at-large director.She lost to Susan Walton, associateteaching professor, Brigham YoungUniversity.Only two blacks have served on theSociety’s board in 65 years —1997 presidentDebra Miller and 2006 chair CherylProcter-Rogers. Ron Owens, the soleblack male appointed to the board, quit in2006 after serving five months of a threeyearterm.Stealth closing of multicultural sectionMinority members of the Society wereoutraged when COO Bill Murray on Dec.22, 2009 announced dissolution of theMulticultural section after 26 years.Section members said they weren’teven consulted.Murray said the definition of “diversity”was being expanded to include notonly racial, ethnic and cultural diversitybut the lesbian, gay, bisexual and transgendercommunity and those with physicaldisabilities.Kerri Allen, of the New York Hispanicbrand PR firm Revolución, asked: “Onthe eve of 2010, what organization wouldscrap their multicultural initiatives?”Section members said there was no mentionof closing the section at the sectioncouncil meeting at the national conferencein San Diego.A 2008 membership survey found thatmembers give “a very low priority” todiversity issues, said Lynn Appelbaum,national board liaison to the diversitycommittee.She said the 73 section members payingan annual fee of $60 was “far below the200 minimum” required for a section andthat a committee, rather than a section,would be “more effective at reachingSociety members on multicultural topics.”PR Prof. Richard Waters of NorthCarolina State University said that “takingvoting away (section chairs haveAssembly votes while committees do not)from minority/multicultural memberssounds just like the 1800s.” VP-PR ArthurYann tweeted: “Sounds like the most irresponsible,ignorant comment I’ve heardtoday.”Other Twitter posts said the section hadno chance to defend itself. The decisionwas presented as a fait accompli just ash.q. staff was shutting down completelyfor 11 days to Jan. 4, 2010.Vallbona saw little diversity in PRSMarisa Vallbona, running for the boardin 2010, called on the Society to “embracediverse members and cultures” in herposition statement.She said that since joining in 1993 shehad noticed that PRS was “primarily dominatedby a specific type of member. I’mHispanic and can count on two hands thenumber of Hispanic members I’ve metover the past two decades. The same goesfor other ethnic groups.”The black PR societies in New York,Los Angeles, Washington, D.C., Chicago,Philadelphia and Atlanta typically havedues that are under $100. BPRS/NY duesare $50 and $25 for students.The new national dues rate of $255 ofPRS will increase the financial barrier tomembership for blacks.Where is Madison Ave. project?Angela Ciccolo, interim general counselof the NAACP, and Cyrus Mehri, ofthe D.C. law firm of Mehri & Skalet, publisheda 100-page report in January 2009called the “Madison Ave. Project” thatsaid only 5.3% of ad agency managersand professionals were black. The pooreconomy was worsening the problem,they said.Mehri said the few blacks with ad jobsonly earn 80 cents on the dollar comparedto their white counterparts.Mehri’s law firm had obtained large settlementsfrom companies including Coca-Cola, Morgan Stanley and Texaco oncharges of racial discrimination. Cokepaid $193 million to settle its suit.Mehri said he preferred “collaboration”to a lawsuit as a means of obtaining fairertreatment of minorities. There was to be amajor push to get clients of ad agencies todemand greater integration at the agencies.The Madison Ave. Project complainedof “decades of systemic and pervasivebias against agency employees andwould-be employees who are black,which makes the ad business far moreunfair than most other major Americanindustries.” FEBRUARY 2012 WWW.ODWYERPR.COM 35

WASHINGTON REPORTD.C. group buffs IraqThe Iraqi Center for Development opened January 5 inWashington as a non-profit organization committed tostrengthening relations between the U.S. and Iraq.Its goal is to “reconstruct the Iraqi state and improve thelives of millions through economic revitalization, thestrengthening of educational institutions and the solidificationof the Iraqi-American relationship,” according to its federalfiling.The Iraqi government offered seed money to ICD to enableit to “get up and running as an organization.” Budget talks areongoing.ICD is headed by Karim Almusawi, a key ally of Iraq’sembattled prime minister Nouri al-Maliki. He had been U.S.representative of al-Maliki’s political party, the IslamicSupreme Council of Iraq.The Center plans an aggressive outreach program, targetingpublic officials, media, think tanks and educational groups. Barbour returns to BGRFormer Mississippi Governor Haley Barbour hasreturned to BGR Group in D.C. as Founding Partnerand will helm government relations, economic developmentand business development at Jackson-based law firmButler, Snow, O’Mara, Stevens andCannada.With 175 lawyers, the firm is oneof the biggest in the southeast.Paul Hurst, Barbour’s former Chiefof Staff, is re-joining Butler Snow.Barbour is also hitting the lecturecircuit under the guidance ofLeading Authorities, where heexpects to earn from $30,000 to$50,000 for talks before business andpolitical groups. He will write a bookabout his leadership during theKatrina crisis.BarbourBarbour was Chairman of the Republican NationalCommittee and Republican Governors Assn. He served asPresident Ronald Reagan’s Political Director before establishingBarbour Griffith and Rogers. Wikimedia adds D.C. firepowerWikimedia Foundation has hired Dow LohnesGovernment Strategies to deal with online intellectualproperty infringement matters.DLGS chairman Kenneth Salomon spearheads the focus onlegislation such as the Stop Online Piracy Act and the ProtectIntellectual Property Act.He is assisted by Jim Burger, who was a senior director inApple’s law department; Stephen Sayle, former majoritycounsel on the House Energy and Commerce Committee; EricKessler, ex-chief of staff for Rep. John Dingell, and PeterLeon, former Legislative Director to Rep. Eliot Engel.Wikimedia has just wrapped up its 2011 fundraising drive,which brought in a record $20 million in donations to the SanFrancisco-based outfit.Its websites are viewed more by more than 470 million peopleeach month.FitzGibbon Media handles PR for Wikimedia. B-M taps TibbitsBurson-Marsteller has named Nate Tibbits, formerExecutive Secretary at the U.S. National SecurityCouncil, as Chair of the U.S. public affairs practice. Hetakes over for Mike Lake, who will continue as the firm’ssouthwest market leader.Prior to the NSC, Tibbits served as Special Assistant to thePresident for Presidential Personnel, responsible for the identificationandselection ofmore than1,000 appoint-Tibbits, Schneider, Sheehanments. Heplayed a similarrole in theObama-Bidentransition program.Tibbits was founding COO at the Center for a New AmericanSecurity, VP for international education at DiscoveryCommunications and staffer at The Albright Group.The WPP unit also named Johanna Schneider, ExecutiveDirector of external relations at the Business Roundtable, asManaging Director and market leader for the Washingtonoffice. She also served as Senior advisor at the NationalInstitutes of Health, Deputy Assistant Secretary for at the LaborDept., and Press Secretary for former Republican leader RobertMichel.Laura Sheehan, who was Senior VP at the American Gas Assn.,is now leader of B-M’s D.C. PA practice. She once ran theenergy/environmental unit at FD Dittus Communications andwas Policy Director for the Democratic Congressional CampaignCommittee. 36FEBRUARY 2012 WWW.ODWYERPR.COM

Cruise operator got PR helpamid Italy disasterBurson-Marsteller’s London office is providing crisis PRsupport to Costa Cruises, the unit of cruise ship giantCarnival that saw one of its large luxury ships run agroundoff Italy on Jan. 14.Images of the Costa Concordia tipped on its side in shallowwater have run consistently in global media since the accident.Sixteen people have been confirmed dead and more than a dozenare still missing, including a Minnesota couple, of 4,234 passengersaboard.Costa Cruises posted a series of statements following the disastersaying Jan. 15 “there may have been significant human erroron the part of the ship’s master, Captain Francesco Schettino,which resulted in these grave consequences,” noting the vesselappeared to have been too close to shore.Matt Carter heads Burson-Marsteller’s U.K. operation.Clarence Mitchell, a former BBC journalist and agency and governmentPR hand, joined the firm in September as managingdirector.Carnival said the disaster could mean an $85-95 million hit onearnings as the ship is expected to be out of service for 2012, ifnot longer.Costa Cruises president Gianni Onarato in the late afternoonJan. 14 expressed “our deep sorrow for this terrible tragedy thatInternational PR NewsFARA News NEW FOREIGN AGENTS REGISTRATION ACT FILINGSBelow is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington,D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work onbehalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings,visit www.fara.gov.Blue Star Strategies, LLC, Washington, D.C., registered December 22, 2011 for Republic of Ecuador, to develop engagement strategies toenhance the bilateral relationship with the U.S. government, as well as improve the public profile of Ecuador as a country open to partnershipsfor innovation, manufacturing goods and value added services that offer high quality employment and economic development for the country.Brown Legal Consulting, LLC, Marlton, N.J., registered December 3, 2011 for Russia, Kazakhstan, to provide legal advice on the matters offoreign nationals who seek consular assistance.LTL Strategies, Washington, D.C., registered December 21, 2011 for Government of Cote d'lvoire, to perform administrative, financial andpolitical advisory services for the Office of the President.Lobbying Newsdevastates us,” saying his statement came later in the day becausehe had been on the nearby Island of Giglio “close to the rescueoperations.” Macedonia names Glover ParkThe Republic of Macedonia, which was formerly part ofYugoslavia, has hired Glover Park Group for strategiccommunications and U.S. government affairs. The sixmonthpact is worth $150K in fees.There may be additional money headed to the WPP unit forpre-approved website development/maintenance and advertising,according to contract between the parties.Since independence in 1991, Macedonia has been squabblingwith southern neighbor Greece over its official name.Greece has its own Macedonia region in the northern part ofthe country. It believes Macedonia covets that territory andseeks to linguistically separate the two entities.Greece wants Macedonia to be known as the “Republic ofNorth Macedonia.” It has blocked Macedonia’s entry to NATOand the European Union due to the naming dispute.The United Nations has supervised talks between the states.The latest discussion ended January in New York with littleprogress.Macedonia joined the U.N. in 1993 as the “The FormerYugoslav Republic of Macedonia.” NEW LOBBYING DISCLOSURE ACT FILINGSBelow is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerkof the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying DisclosureAct of 1995. For a complete list of filings, visit www.senate.gov.Gibson Group, Washington, D.C., registered January 1, 2012 for eBay, Inc., San Jose, for general issues regarding implementation of streamlinedsales tax project.O'Hara Federal Strategies, LLC, Washington, D.C., registered January 2, 2012 for DirecTV, Washington, D.C., regarding opposition toimposition of additional fees on electronic satellite providers who have built efficient networks to bring quality television to millions of citizens inpreviously underserved television markets.Shockey Scofield Solutions, LLC, Alexandria, VA, registered January 10, 2012 for United Technologies, Harford, CT, regarding issuesrelated to funding for defense programs.Van Scoyoc Associates, Washington, D.C., registered January 5, 2012 for Optotraffic LLC, Lanham, MD, regarding speed enforcementcamera issues.K&L Gates LLP, Washington, D.C., registered January 4, 2012 for QVC, Inc., West Chester, PA, concerning S. 1832, Marketplace FairnessAct of 2011; H.R. 3179, Marketplace Equity Act of 2011; S. 1452, Main Street Fairness Act of 2011; H.R. 2701, Main Street Fairness Act of 2011;H.R. 1864, Mobile Workforce State Income Tax Simplification Act of 2011; H.R. 1439, Business Activity Tax Simplification Act of 2011.FEBRUARY 2012 WWW.ODWYERPR.COM 37

PR Buyer’s GuideTo be featured in the monthly Buyerʼs Guide,Contact John OʼDwyer, john@odwyerpr.comCAMERA-READY RELEASESMEDIA & SPEAKER TRAININGSPECIAL EVENTSNorth American Precis Syndicate, Inc., 415Madison Ave., 12th flr., New York, NY 10017.800/222-5551. freeproposal@napsnet.com;www.napsinfo.com. Dorothy York, President.GET 100 to 400+ placements fromU.S. dailies and weeklies. We cover10,000+ newspapers. We send in avariety of formats including CDs,repro proofs, e-mail and RSS Feedsvia our www.napsnet.com Web sitefor editors.Complete satisfaction with the resultsof each release or another one free.NAPS is used by most Fortune 500companies, nearly all the 100 largestnational advertisers, all top-20 PRfirms, over 100 associations andmany government agencies.Impact Communications, 11 Bristol Place,Wilton, CT 06897-1524. (203) 529-3047;cell: (917) 208-0720; fax: (203) 529-3048;JRImpact@aol.com. Jon Rosen, President.BE PREPARED! Impact Communicationstrains your spokespeople tosuccessfully communicate criticalmessages to your targeted audiencesduring print, television, andradio news interviews. Your customizedworkshops are issue-drivenand role-play based. Videotaping/critiquing. Groups/privately. Faceto-face/telephoneinterviews/newsconferences. Private label seminarsfor public relations agencies. Makeyour next news interview yourbest by calling Jon Rosen, ImpactCommunications. Over 25 yearsof news media/training expertise.National Press Club, 529 14th St., N.W.,Washington, DC, 20045. 202/662-7580.www.press.org. Joshua Funk. Dir., Bus. Dev.The National Press Club, a privateclub for journalists and communicators,has been “Where News Happens” formore than a century. Each year, theClub hosts over 250,000 visitors atmore than 2,000 events that areconveyed to global audiences in print,television and online. Our journalistmembers work with the NPC staff tocreate an ideal facility for newscoverage – from a full service broadcastoperation, to fiber and wirelessconnectivity, to audio-visual services.PR JOBS - http://jobs.odwyerpr.comPR ManagerSony Computer Entertainment America LLC(SCEA) is responsible for keeping PlayStation®growing and thriving in the United States, Canadaand Latin America. Based in Foster City, California,SCEA serves as headquarters for all NorthAmerican operations and is a wholly ownedsubsidiary of Sony Corporation of America Inc.Overall, the position of Public Relations Manager isexpected to partner with the organization to direct,manage or support the Sr. Managers and Directorswithin the PR Team and Department in all areas ofPublic Relations to include:•Development and implementation of PR plansand campaigns for both software and hardware/peripherallaunches.•Help manage PR Specialists and coordinateand manage PR agencies and various vendors.•Relationship development with key members ofenthusiast, consumer and business media,including various vendors, other SCEA departmentand both internal and external developers.•Create strategic and proactive programs to gainmedia mind share and understanding of theproduct platforms and associated first party titles.The desired candidate will possess at least 4 yearsof Public Relations experience in consumer PR andwill create and execute proactively as well asreactively, build relationships and foster two-waycommunication.Contact: Leah Rodriguezleah_rodriguez@playstation.sony.comApply Online: http://us.playstation.com/corporate/about/careers/38FEBRUARY 2012 WWW.ODWYERPR.COM

Get O'Dwyer's Newsletter, Magazine & 2011 Directory of PR Firms plus ayear's access to all the content on odwyerpr.com for $295/yearYou'll get the news first in the eight-page weekly OʼDwyer letter, the “bible” ofPR according to the New York Times--tips and stories that can lead to jobs, newaccounts, media placements--sent as a PDF to your inbox every Monday afternoon.Plus, youʼll have access to all the news and commentary posted daily on PRʼs#1 website, odwyerpr.com, which has over 10 years of searchable content andOʼDwyerʼs exclusive database of RFPs for PR services.Easily research past issues of OʼDwyerʼsnewsletter on odwyerpr.comGet the latest RFP announcements andpick up new businessO'Dwyer's magazine, now in its 25th year, examines a different area of PR eachmonth. Issues include practice-area specific feature stories as well as profiles of PRfirms with strengths in the focus area. The agency profiles constitute the ideal startingpoint for companies beginning their search for PR counsel.2011 Editorial Calendar:January, PR Buyer's Guide/Crisis Comms.February, Environmental PR & Public AffairsMarch, Food & BeverageApril, Broadcast Media ServicesMay, PR Firm RankingsJune, Multicultural/DiversityJuly, Travel & TourismAugust, Prof. Svcs. & Financial/Investor Rels.September, Beauty & FashionOctober, Healthcare & MedicalNovember, TechnologyDecember, Sports & EntertainmentContact magazine editor Jon Gingerich toprofile your firm in an upcoming issue:jon.gingerich@odwyerpr.comOʼDwyerʼs 2011 Directory of PR Firms gives you quick access to large, medium-sized,and small PR firms and even experienced freelancers who work out of their homes.1,600 firms are listed, including 300 in 42 countries. 7,000 clients are cross-indexed.O’Dwyer’s directory is the only place you can look up a company and determine its outsidecounsel.Listed firms have expertise in:• Public Relations• Social Media• Branding• Investor Relations• Employee Communications• Internet PR• Product Publicity• Crisis Communications• Integrated Marketing• Corporate Advertising• Lobbying• Proxy Solicitation• International PRO’Dwyer’sDirectory ofPR Firms hasbrought billionsof dollars inbusiness toPR firmsSign-up online at odwyerpr.com or call toll free: 866/395-7710