the politics of climate changedwyer's magazine... · 2010. 8. 3. · february 2010 |...

F e b r u a r y 2 0 1 0 | w w w . o d w y e r p r . c o m

Communications & new media Feb. 2010 I Vol. 24 No. 2

GOP wages warwith Twitter. EENNVVIIRROONNMMEENNTTAALL CCOOMMMMUUNNIICCAATTIIOONNSS &&

&& PPUUBBLLIICC AAFFFFAAIIRRSS

THE POLITICS OF CLIMATE CHANGE

RANKINGS OF TOP PUBLIC AFFAIRSAND ENVIRONMENTAL PR FIRMS

Pg. 20Social media’s new advertising frontier.

Pg. 11

PLUS:

CHEVRON’S OIL SPILL PR NIGHTMARE

SUPREME COURT BACKS CORPORATE SPEECH

The myths, the myths surrounding the myths, and theindustry leaders that fund the misinformation machine.

FORMER BUSH STAFFER SPEAKS

IMITATED OFTEN IMITATED OFTEN

EQUALED NEVER EQUALED NEVER

Electronic Publicity Solutions

WWW.KEFMEDIA.COM

CONTENTS

O’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 NewYork, N.Y., and additional 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.

www.odwyerpr.comDaily, up-to-the minute PR news

EEDDIITTOORRIIAALL CCAALLEENNDDAARR 22001100

January: Crisis Comms. / Buyer’s Guide

February: Environmental & P.A.

March: Food & Beverage

April: Broadcast & Social Media

May: PR Firm Rankings

June: Global & Multicultural

July: Travel & Tourism

August: Financial/I.R.

September: Beauty & Fashion

October: Healthcare & Medical

November: High-Tech

December: Entertainment & Sports

Vol. 24, No. 2february 2010

AADDVVEERRTTIISSEERRSS

PPRROOFFIILLEESS OOFF PPUUBBLLIICC AAFFFFAAIIRRSS&& EENNVVIIRROONNMMEENNTTAALL FFIIRRMMSS22RRAANNKKIINNGGSS OOFF PPUUBBLLIICC AAFFFFAAIIRRSS&& EENNVVIIRROONNMMEENNTTAALL FFIIRRMMSS33WWAASSHHIINNGGTTOONN RREEPPOORRTT40

COLUMNS

10

14

Adams Associates, John..............................................11Butler Associates........................................................19Cerrell Associates..........................................................5Davies.............................................................................7Dilenschneider Group.....................................................3Envirocomm...................................................9Environmental Tech. & Comms.....................................20Fleishman-Hillard.........................................................25

KEF.............................................................INSIDE COVERLog-ON..........................................................................31Omega World Travel.....................................................35PIMS............................................................BACK COVERRuder-Finn...................................................29Stanton Communications.............................................17TV Access.....................................................................34Widmeyer Communications.........................................13

PPRROOFFEESSSSIIOONNAALL DDEEVVEELLOOPPMMEENNTTFrasier Seitel

FFIINNAANNCCIIAALL MMAANNAAGGEEMMEENNTTRichard Goldstein

MMEEDDIIAA MMAATTTTEERRSSJon Gingerich

GGUUEESSTT CCOOLLUUMMNNBill Huey

GGUUEESSTT CCOOLLUUMMNNWes Pedersen

MMEEDDIIAA WWOORRKKSSHHOOPPJon Gingerich

3436373838

4243

PPRR BBUUYYEERR’’SS GGUUIIDDEE

PPRR MMAARRKKEETTPPLLAACCEE

39

EEDDIITTOORRIIAALLGlobal warming deniers need tocome up with a new strategy.

6HHUULLUU MMUULLLLSS CCHHAARRGGIINNGG FFOORRVVIIDDEEOO CCOONNTTEENNTTThe popular joint venture video siteis debating on whether to begin a paidsubscription service for some content.

8

JJAARRVVIISS:: NNEEWWSSPPAAPPEERRSSSSHHOOUULLDD PPAAYY GGOOOOGGLLEEBlogger Jeff Jarvis speaks at a Jan.19 panel discussion sponsored by DowJones and the Wall Street Journal.

8

CCHHEEVVRROONN’’SS BBAATTTTLLEE OOVVEERROOIILL CCLLEEAANN--UUPP EENNDDSSEnvironmentalists speak outagainst Chevron’s alleged contamination inthe Ecuadorian Amazon.

10

GGRROOWWTTHH CCOONNTTIINNUUEESS FFOORRSSOOCCIIAALL MMEEDDIIAA AADDSS,, TTRRAAFFFFIICC Now the most popular onlineactivity, social media is growing each yearas a top source for advertising revenues.

11

SSUUPPRREEMMEE CCOOUURRTT BBAACCKKSS CCOORRPPOORRAATTEE SSPPEEEECCHHThe PR community speaks outregarding the Supreme Court’s recentdecision to allow unlimited corporatespending on political campaign ads.

12

BBEE WWAARRYY OOFF ‘‘AADDVVEERRTTIISSIINNGG’’IINN SSOOCCIIAALL MMEEDDIIAAPR pros who take part in blog con-versations are legally “advertis-ers” and must identify who they represent.

13

TTHHEE PPOOLLIITTIICCSS OOFF CCLLIIMMAATTEE CCHHAANNGGEEIn the wake of new climate legis-lation, U.S. business has resortedto 1980’s denial tactics.

14

CCLLIIMMAATTEE PPOOLLIICCYY SSHHAAPPEESSNNEEWW PP..AA.. CCHHAALLLLEENNGGEESSU.S. policymakers will bewrestling with complex climate and energyissues for years to come.

16

Cover and insert photo: Michael O’Shea.

SSTTRRAAIIGGHHTT TTAALLKK WWIITTHH AANNEENNVVIIRROONNMMEENNTTAALL PPRROOAric Caplan discusses the trendsand politics shaping green commu-

nications.

18SSTTUUDDYY SSHHOOWWSS GGOOPP OOUUTT--TTWWEEEETTSS DDEEMMSS..Republican members of

Congress outpace Democrats in almostevery category of Twitter use.

20

MMAAKKOOVVSSKKYY AATT 3300Founder Ken Makovsky citedteamwork and high morale askey reasons for success.

21

FEB. 2010 � WWW.ODWYERPR.COM6

EDITORIAL

An appeal to logic for global warming deniersEEDDIITTOORR--IINN--CCHHIIEEFFJack O’[email protected]

AASSSSOOCCIIAATTEE PPUUBBLLIISSHHEERRKevin [email protected]

EEDDIITTOORRJon [email protected]

SSEENNIIOORR EEDDIITTOORRGreg [email protected]

CCOONNTTRRIIBBUUTTIINNGG EEDDIITTOORRSSFraser SeitelRichard GoldsteinChristine O’Dwyer

AADDVVEERRTTIISSIINNGG SSAALLEESS

John O’DwyerAdvertising Sales [email protected]

Joshua FiermanNational Advertising [email protected]

Jack FogartyNational Advertising [email protected]

O’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) 679-2471Fax (212) 683-2750.

© Copyright 2010J.R. O’Dwyer Co., Inc.

OOTTHHEERR PPUUBBLLIICCAATTIIOONNSS && SSEERRVVIICCEESS::

wwwwww..ooddwwyyeerrpprr..ccoomm� breaking news,commentary, useful databases and more.

JJaacckk OO’’DDwwyyeerr’’ss NNeewwsslleetttteerr� An eight-page weekly with general PR news, mediaappointments and placement opportunities.

OO’’DDwwyyeerr’’ss DDiirreeccttoorryy ooff PPRR FFiirrmmss� haslistings of more than 1,850 PR firms through-out the U.S. and abroad.

OO’’DDwwyyeerr’’ss PPRR BBuuyyeerr’’ss GGuuiiddee� lists 1,000+products and services for the PR industry in 54categories.

jjoobbss..ooddwwyyeerrpprr..ccoomm� O’Dwyer’s online job center has help wanted ads and hostsresume postings.

From the very start, a bad relationship has existed between us and the world we livein. We are constantly changing the landscape of our environment to suit our needs.We are wired to see patterns; our brains have evolved to notice sudden aberrations

in our field of vision. It’s for this reason we run from a predator and wear seat belts toprotect us from immediate danger, yet bat an eye when asked about melting ice capsthousands of miles away. We aren’t afraid of forces we can’t see, even ones we agreeexist but will only kill us slowly over time. Immediacy loses its luster when no singlenation, no company, no person or technology can be blamed on carbon emissions.The question then becomes: if we can understand our motives, if we can understand a fault

in our logic, why can’t we change our behaviors?The Intergovernmental Panel on Climate Change’s Fourth Assessment Report in 2007 esti-

mated that moves to reduce greenhouse emission could result in a three percent decline inGDP. This is the kind of news policy makers don’t want to hear.Because our behaviors won’t change, our policies and technologies have to. In those rare

instances when we enact long-term change, we have to trick ourselves into believing we’redoing the right thing by attaching immediate payoffs. Financial incentives are the only wayto induce change. Similarly, if we are going to install a carbon tax, it’s the job of Congress toadequately explain where that money will go.There’s little doubt that climate change, in its most general context, is but one symptom of

a series of natural phenomena that has governed the earth since its inception. Hosts of exter-nal forces (plate tectonics, orbital variations, solar luminosi-ty, ocean circulation) contribute to concentrations ofgreenhouse gases and their subsequent radiativetransfer, and this has an undoubted influence onthe earth’s surface temperature over varyingperiods of time. Global temperatures go up,and sometimes they go down. Carbon diox-ide levels, like temperatures, rise and fall aspart of a wax and wane cycle the earth hasalways been subjected to. Global warming, on the other hand, is the

preposition that globally averaged tempera-tures near the earth’s surface have increased overtime, resulting in glacial melting and higher sea lev-els, lowered agricultural yields and unpredictable weatherpatterns. While human activity is not evident in all instances of climate change, there is over-whelming evidence to suggest we have contributed significantly to the strength of the green-house effect in one form or another since the industrial age, be it in the form of increased C02emissions from fossil fuels, aerosols or deforestation. The difference in this notion and theformer is vast. For one, temperatures do not “average out” over time. They continue to rise,and due to an increase in water vapor in the atmosphere, which leads to feedbacks in furtherwarming, they exponentially increase thereafter.If you believe global warming is a manufactured myth, and any instances of climate change

are purely the result of natural variation, then there is a burden of proof to link climate changeto its natural causality equal to that of the scientific community’s burden to show that humanactivity is the cause of at least some of it. In other words, global warming’s deniers shouldprove that human activity is not a factor in every instance of climate change, and the scien-tific community should prove that at least some instances of climate change are the result ofhuman activity. Instead, all we get is nonsensical pseudo-science naysaying from one side,and a scientific community uninterested in engaging the public debate on the other. This mustchange if we ever expect a real debate on this issue.One thing is certain: greenwashing doesn’t work anymore. Buzzwords, catchphrases and

ad campaigns that profile a company’s environmental “reputation” won’t do them any favorsif they’re falling behind in the world’s technological rat race. By rewarding those who offerscience solutions, by investing in companies that develop renewable energy and energy effi-ciency programs that reduce carbon emissions and the release of greenhouse gas, we caninfluence the decisions that are right for everyone. �

— Jon Gingerich

Public Affairs Agency of the Year Best Agency to Work For (2004-2009)

4th Largest National Environmental PR Firm

Los Angeles Washington, DC Chicago Santa Barbara

because #winning environmental issues demands compelling strategy that overcomes #NIMBY opposition 46 states, 96% success

Winning approval today is tied directly to your ability to rapidly reach out, engage others, and do so while everyone watches.

Davies motivates individuals to stand up, speak out, and take action,

every level of government. Our unique approach to research, message development and targeted outreach has resulted in a 96% success rate for our clients on more than 450 controversial wind, oil and gas, coal plant, mining, real estate, and land use issues.

To ensure you have the right messages, strategy and tactics to win, we’re standing by at DaviesPublicAffairs.com.

Specialized practice areas in Energy, Mining, Pharma/Biotech, Real Estate and Crisis.

Davies

demands compelling environmental issues because

demands compelling environmental issues

#winning because

demands compelling environmental issues

#winning

environmental issues

#NIMBYstrategy that overcomes demands compelling

opposition#NIMBY#NIMBYstrategy that overcomes demands compelling

oppositionstrategy that overcomes demands compelling

oppositionstrategy that overcomes demands compelling

46 states, 96% success

#NIMBY

46 states, 96% success

opposition#NIMBY#NIMBY opposition

opposition

opposition

ivaavD

fll

etavitomseivaD

,srehtoegagnevorppagninniW

se

iOt

dnatsotslaudividnise

oyreveelihwosoddnayltceriddeitsiyadotla

th

atdna,tuokaeps,pu

. sehctawenoyldiparotytilibaruoyot

h

, noitcaeka

, tuohcaery

laicepS

DtaybusneoT

esudnaleromnopoleved

nisaerreaecitcarpdezi

oc.sriaffAcilbuPseivathgirehtevahuoyer

.seussieaisrevortnoc054nahte

odetegratdnatnempogfolevelyreve

mrahP,gniniM,yy,grrgenE

. monaygetarts,segassem

oc,sagdnalio,dniwlanidetlusersahhcaertueuqinuruO.tnemnrevo

etatsEEslaeR,hcetoiB/am

r’ew,niwotscitcatdn

elaer,gninim,tnalplaoofetarsseccus%69ancraeserothcaorppae

.sisiisrriCdnae

g nidnatser

d na,etatses tneilcruore gassem,h

nihsaWWaselgenAsoL

est National En4th LargBest Ag

Pub

SgoacihCCD,notg

vironmental PR Firest National Enor (2004-2009)ork Fork For (2004-2009)WWork Fency to Best Ag

ency of the lic Affairs AgPub

a rabraBatnaS

mvironmental PR Firor (2004-2009)

ear YYear ency of the


MEDIA NOTES

The New York Times will begin tocharge for its online content next year,installing a meter to allow readers freeaccess to a fixed number of stories everymonth. If the user exceeds the limit, acharge will be levied. Home delivery sub-scribers will get unlimited free access tothe site.The company believes the metered sys-

tem, like the one in place at Financial Times,will provide the “necessary flexibility tokeep an appropriate ratio between free andpaid content and staying connected tosearch engines.” The FT allows free accessto ten stories a month.The NYT has not yet decided how much

to charge readers or the number of storiesthat will be free on the site. Its executiveshave been studying the shift from a free topaid site for more than a year.The NYT website is the No. 1 newspaper

site, attracting more than 17M readers inthe U.S. every month.The NYT tested TimesSelect from 2005-

2007, a service that charged $49.95 foraccess to editorials and columns. Morethan 200K people subscribed for the servicebefore it was killed to cash in on web ads.In October, Long Island, New York daily

Newsday put their entire web contentbehind a pay wall. Free access is providedto subscribers of Cablevision, owners ofNewsday. In the months since, the site hasreceived only 35 outside subscribers.

Media Briefs

NNYYTT TTOO IINNSSTTAALLLL OONNLLIINNEE MMEETTEERR

Newspapers should pay Google forthe traffic it directs to their web-sites, said blogger Jeff Jarvis at a

Jan. 19 panel discussion sponsored byDow Jones and the Wall Street Journal.A fan of the “link vs. content economy,”

Jarvis believes news has morphed from aproduct to a process in which searchengines and aggregators play a major rolein a reader’s “discovery” of information. He faults current newspaper industrythinking that Google and others are rip-ping them off. News, to Jarvis, hasbecome “commodified.” The job of pub-lishers is to monetize the traffic thatGoogle delivers.Publishers seething at Google could

simply deny it access, according to Jarvis,who added “they are not stupid.” Thatwrath is nothing more than “show andblow.”Jarvis, author of “What Would Google

Do?” blogs at Buzzmachine.com. Hedirects the interactive journalism programat City of New York’s Graduate School ofJournalism.Alan Murray, Deputy Managing Editor

and Executive Editor of wsj.com, took ashot at Jarvis’ contention that a person canmake a good living blogging full-time. Hewanted to know the name of the bloggerthat, Jarvis claims, sells $200K a year inadvertising. Jarvis wouldn’t divulge thename of the person.Murray then asked Jarvis how much he

makes on his blog. Jarvis said he soldabout $17K in advertising last year.The WSJ exec took a shot at “citizen

journalists.” He has attended local govern-ment meetings and watched citizen jour-nalists in action. “They are the last peoplethat you would want to report the news,”Murray said.The event was held at NASDAQ’s

Times Square headquarters to celebratethe recent launch of the WSJ ProfessionalEdition, which joins the online paper with

FACTIVA. The session was called “From

Newspapers to Twitter to Tablets: TheFuture of the News Business.” �

Jarvis: newspapers should pay GoogleBy Kevin McCauley

Jeff Jarvis

Video website Hulu may soon begincharging for a portion of its content,according to a January 21 article in

the Los Angeles Times.The widely popular video site, a joint

venture between NBC Universal, FoxEntertainment Group and ABC, allowsusers to stream unlimited television pro-gramming owned by the networks ondemand, as well as some movies. The alleged shift in service could

require a monthly subscription fee toaccess some content ($4.99, according tothe L.A. Times), while other contentwould remain free as before. It is unclearwhat portion of Hulu’s content wouldrequire a fee-based subscription and whatwould remain free. Sources indicate the site intends to

retain its free, ad-supported model for theforeseeable future, and any implementa-tion of a pay or subscription feature wouldexist solely as a small part of it currentmodel. Hulu declined O’Dwyer’s requestfor a comment in this story. Pay walls are a major gamble for online

content providers. A subscription-basedpayment model needs to be smart enoughto bring in new revenue, yet attractiveenough to retain the glut of its core group

of followers, lest users migrate to compet-ing video sites or file torrenting substi-tutes. Any drop in page views as the resultof a switch could result in a backlash fromcurrent site advertisers, which comprisethe total of Hulu’s revenues.In January, YouTube teamed up with

Sundance Film Festival to offer severalfull-length festival films for “rent,” whereusers can stream and watch selections forup to 48 hours for a fee of $3.99. Salesfigures so far have been disappointing.Currently, Hulu partners with more than

250 Fortune 500 advertisers includingJohnson & Johnson, McDonald’s, Visa,Best Buy, DirectTV, GM, Intel, Nissan,State Farm, Wal-Mart and Procter &Gamble. According to the company, Huluusers see only 25% of the ads that appearduring their networks’ television pro-gramming. The website also shows a lim-ited number of display advertisements.The world’s second largest video site,

Hulu is now host to more 400 millionstreams a month. Unlike YouTube, Huluis available only in the U.S.In October, Hulu was the recipient of a

large commitment with Publicis Groupeagency MediaVest. The media buyer allo-cated millions of broadcast ad dollars toHulu, a deal that will give MediaVest andits clients brand opportunities on thevideo site. �

Hulu mulls charging for video contentBy Jon Gingerich

Controversial news network FoxNews is the most trusted in theUnited States, according to a recent

poll conducted by Public Policy Polling.49% of Americans polled said they trust

Fox News compared to 37% who do not,beating CNN, MSNBC, CBS, NBC, andABC.Of those who trust the network, 74% iden-

tified themselves as Republican and 30% asDemocrat, according to the study.CNN placed second, earning 39% of trust

by 59% Democrats and 23% Republicans. Public Policy Polling implemented the

study by polling 1,151 national, registeredvoters and asking them a series questionsranging from their trust of individual net-works to voting history. Individuals werealso asked their age, race and political affil-iation.“A generation ago you would have

expected Americans to place their trust inthe most neutral and unbiased conveyors ofnews,” said Dean Debnam, President ofPublic Policy Polling. “But the media land-scape has really changed and now they’returning more toward the outlets that tell

them what they want to hear.”The Raleigh, NC-based political research

company boasts a primarily Democratic andprogressive client list. �

New book provides insightsand guidelines for corporateinitiatives andmessaging asWhite House and 111thCongress drive clean energyand environmental mandates.

It provides the questions that need tobe addressed by executives in orderto formwinning strategies.

“

”—�omas M. Hellman, Ph.D.former VP, Environmental A'airs,Bristol-Myers Squibb;and former Chairman,World Environment Center

Corporate Greening 2.0helps guide businesspositioning on climatechange and sustainability.

Corporate Greening 2.0 is available atAmazon.com and at Envirocomm.com.Also by E. Bruce Harrison, Going Green

PresidentObama’snewgreenagendamakesclimatechangea majorcorporateissue

FEB. 2010 � WWW.ODWYERPR.COM 9

LETTERS

Editor:Rusty Cawley asks, “When exactly did public

relations become part of the marketing profes-sion?” (O’Dwyer’s, Dec. 2009), and urges theprofession to return to its roots as defined byEdward Bernays: a “form of social statesman-ship.”I applaud Mr. Cawley for his defense of pub-

lic relations at its most pure: creating goodwill,understanding stakeholders, forging partner-ships, establishing trust, maintaining credibili-ty, and most of all, building relationships. Allthis is public relations at its best, and oh how Iwish it were widely practiced today. Sadly, it isnot. Many PR professionals avoid contact withthe media and prefer to reach their audiences— mainly investors and prospective customers— through the Internet, not through the press.Mr. Cawley tells us that Mr. Bernays recog-

nized four functions of public relations —none marketing-oriented — but forgets thatalmost from the outset Mr. Bernays used PR tosupport marketing. In 1929 he hired models tomarch in a New York City parade and — tothe shock of onlookers — pull out packages ofLucky Strike cigarettes and light up in public.He promoted bacon as a breakfast staple, Ivorysoap as ideal for children, and Venida hairnetsin an era of bobbed hair. When AmericanTobacco refused to change the color of theLucky Strike package (which was green until

World War Two), he persuaded the companyto sponsor a charity ball at which all womenhad to wear green; sales of Luckies increased.Mr. Bernays was both a pioneer and a mas-

ter at using public relations to help his clientssell their products.I was unaware of all this when I became a

writer for Sales Management magazine in1965. But, after being assigned the advertisingand sales promotion beat, I soon began writingstories about how public relations supportsmarketing.So when did public relations become part of

the marketing profession? Almost as soon asit was invented.Art DetmanDETMAN ADVERTISINGPacific Palisades, CA

Blackwater or whatever it is called todaycannot escape the reality it was a civilianoperation in a war zone with people makingmultiples what our own service men andwomen earned (Blackwater re-hires crisismanager, O’Dwyer’s, Jan. 2010). They alongwith the newly charged civilian food purveyorshad no business being in a war zone at all. Thecrises are that we never declared war officiallyand so far have put more money into it thanwhat the right complains about for health care,with plenty more to be spent.Joe Honick, GMA International Ltd.Submitted via odwyerpr.com

The Nielsen Company has sold the shut-tered Editor & Publisher to Duncan McIntoshCo., an Irvine, Calif., marine publisher.The move will breathe new life into the

magazine, website and conference entity,which has been shut down for two weeksafter the release of the January 2010 edition.A February print edition is planned and onlinereporting has already commenced. McIntosh publishes titles like Boating World

magazine and The Log Newspaper.“I've been a reader of E&P over the course

of 30 years and know its incredible value toreaders and advertisers,” said DuncanMcIntosh, who heads the company.E&P publisher Chas McKeown continues in

that role. Editor-at-large Mark Fitzgerald wasnamed Editor. Terms of the deal were not disclosed.

Media Briefs

EE&&PP SSOOLLDD,, RREEVVIIVVEEDD

SSttuuddyy ffiinnddss mmoosstt AAmmeerriiccaannss ttrruusstt FFooxx


The Houston confrontation was the lat-est installment in the epic 17-year battlebetween Chevron and the people of theAmazon region over widespread envi-ronmental contamination that may haveresulted in the cancer-related deaths ofabout 1,400 people.A court in Ecuador last year ruled that

Chevron was liable for $27B in damages,making it the biggest environmental law-suit in history. Chevron maintains the con-tamination occurred after its Texaco unitdeparted Ecuador in 1992. It claims Texacodid its part in cleaning up the pollution,spending $40M in remediation money withthe expiration of its contract. Chevron believes the Government of

Ecuador and Petroecuador, which used theTexaco constructed oil production system,are responsible for the mess that has ruinedsoil and groundwater. The Financial Times (Jan. 18) portrayed

the legal squabble as “an Amazonian pub-licity battle.” It noted that Chevron isbucking the usual legal route of reservingcomment for the courtroom. Chevron, instead, “has taken the unusual

step of elevating the case on the worldstage.” It has posted videos in its defenseon YouTube and has paid Google for adskeyed to the words “Chevron” and“Ecuador.” Those ads link to a video that allegedly

shows a $3M judiciary bribery scheme andto a site that tells “the truth about Ecuador”and informs viewers why Chevron cannotget a fair hearing there.Dispute in HoustonThe Rainforest Action Network paid for

a table at the Expo site of the ChevronHouston Marathon to distribute “I’mRunning for Human Rights” stickers andpass out information that blames Chevronfor not cleaning up more than 18 billiongallons of toxic wastewater and roughly 17million gallons of crude oil allegedlyspilled in the Ecuadorian Amazon.Police were called in and they ejected the

RAN runners. RAN contends the actionviolated the First Amendment rights of therunners. RAN’s Maria Ramos is outragedthat marathon organizers “would deny therights of participants to appease a corporatesponsor that is clearly ashamed of itshuman rights records.”The group claims that Steven Karpas,

Managing Director of theCHM, said the protesterswere kicked out because“higher ups at Chevronare freaking out.”That is not what Karpas

told O’Dwyer’s. “It wasnot what I said. The deci-sion to ask RAN to leaveour Expo was completelymine. I did this in my roleas Managing Director ofthe Houston MarathonCommittee and withoutany communication ordirectives from Chevron.It was unfair of RAN togive the impression thatChevron was behind me asking RAN toleave. They were not,” said Karpas viaemail.Karpas holds no ill will toward the RAN

people. “They were cordial and non-con-frontational. I know they were just doingtheir job, as I was. I do appreciate how theyconducted themselves when asked to vacatetheir booth.”Though RAN got the boot from the

Expo, it’s happy with the media coverage ofthe event. Brianna Cayo Cotter of RANsays the Houston Chronicle, Houston Pressand local TV ran items about the eviction.The AP report got major pick-up, includ-

ing the New York Times, which had“Houston Event Ousts Group Critical ofRace Sponsor” as its headline.Capitol Hill firepowerChevron, which had agreed to abide by

the Ecuadorian court’s decision, filed inSeptember an international arbitration claimwith the Permanent Court of Arbitration inThe Hague under the rules of the UnitedStates Commission on International TradeLaw.The company also wants U.S. Trade

Representative Ron Kirk to withhold tradepreferences for Ecuador. It has hired high-powered lobbyists such

as Parven Pomper Strategies (Brian Pomperhelped craft the Andean Trade PartnershipAct), Breaux Lott Leadership Group (for-mer Senate Majority Leader Trent Lottleads the Chevron team) and OgilvyGovernment Relations to make its case inWashington.Those lobbyists are countered by Karen

Hinton, who runs Hinton Communicationsin Washington. She told O’Dwyer’s that shewas hired by the Amazon Defense Coalitionin 2008 to counter the “uptick” inChevron’s lobbying and PR activity.She believes Chevron feels threatened by

the administration of Ecuador’s leftistPresident Rafael Correa, who kicked theU.S. military from his country, and told theAmerican press last summer that Ecuador is“no one’s colony.” “Correa is not an oilman,” said Hinton. Chevron claims on its Website

(www.theamazonpost.com) that Correa has“openly sided with the plaintiffs who aresuing Chevron.” The Chevron site says theGovernment of Ecuador turned to leftist PRfirm, Fenton Communications, to polish itsimage in the U.S. Chevron sees that hook-up as a sign of collusion since Fenton hasworked with Amazon Watch, whichdonates money to Hinton’s client, ADC.ADC, in Chevron’s view, is the “named

financial beneficiary in the environmentallawsuit in Ecuador.”Hinton rips the assumption that the long

legal struggle is a battle to line the pocketsof trial lawyers. Hinton says the lawsuit is aclass action suit that is designed to benefitthe peasants who live in the “concessionarea.” The money earned from Chevronwill be plowed into Ecuador to benefit thepeople through the construction of health-care facility and systems to deliver cleandrinking water, according to Hinton. She expects that Chevron will soon run

out of stalling tactics and the saga will cometo an end this summer. �

Chevron’s battle over oil clean-up winds to closeA high stakes PR battle between Chevron and the environmental community moved to the streets of Houston inJanuary as organizers of a marathon booted activists from the George R. Brown Convention Center. The protest-ers had set up a booth to distribute materials critical of the energy giant’s human rights record in Ecuador.By Kevin McCauley

Amazon Watch’s chevrontoxico.com features a video that accusesChevron of a “Rainforest Chernobyl,” a widespread contaminationin the Ecuadorian Amazon that may have resulted in the cancer-related deaths of about 1,400 people.

REPORT

Social media traffic, ads continue outpacing industry expectations

It’s official: you’re spending too muchtime on the Internet. A series of independ-ent studies has proven what we’ve sus-

pected for some time: social media is nowthe most popular online activity. Global time spent on social media sites is

up 82% from last year, according to Januaryfindings from Nielsen, with users spendingabout five-and-a-half hours each day onsocial media sites, compared to three hours ayear ago. Social networks now take thelion’s share of places Internet users spendmost of their online time, with total minutesin the U.S. seeing a 210% increase from2008.Facebook dominatesFacebook is the leader in this category,

comprising about 67% of global socialmedia time, with an average daily usage ofabout six hours. The site is currently home tomore than 350 million active users.Twitter led as the fastest-growing social

media network, though unique visitorsdecreased month over month, according tothe study. Twitter’s loss should be noted forits relativity, given the site’s unprecedentedgrowth of 2.6 million users in January 2009to 17 million in April.Ads up for social media, searchOnline ad sales were up for most social

media sites in 2009, perhaps one of the onlybright spots in an otherwise economicallydismal year. According to a December reportfrom research and analysis site eMarketer —whose estimates include all forms of paidadvertising on social network sites includingsearch, video and display advertising — esti-mated U.S. social media ad spendingtotalled about $1.2 billion in 2009, anincrease of nearly 4% from the previousyear. These figures are expected to grow by7% in 2010.Myspace still continues to dominate

worldwide social media ad revenues, receiv-ing an estimated $490 million from ads in2009 compared to Facebook’s $435 million. The former’s slump in recent popularity

signals winds of change however, andeMarketer predicts Facebook will finallysurpass Myspace’s ad revenues in 2010, esti-mating worldwide figures of $605 million. “Since 2008, the number of online adver-

tisers using Facebook has tripled,” saidFacebook communications employee AnnieTa.eMarketer expects Myspace worldwide

ad revenues to fall to $385 million during

this time. Facebook declined our requests todivulge current advertising revenues.Industry wide, ads paid to Internet search

companies have grown particularly strong,an ongoing trend that has experts convincedof continued growth in this sector. Searchengine marketing firm Efficient Frontier saidtotal search ad spending increased by sixpercent in 2009. Efficient Frontier’s numbers show Google

leading this trend, accounting for 74.5% ofad search revenues by 2009’s fourth quarter,up from 73.9%. In a press release, EfficientFrontier predicted ad spending on big searchsites to increase by 15 to 20% this year, duein part to predictions of economic recovery. A final area for Internet ad spending is the

phenomenon of click-through postings onInternet forums and message boards. A con-tentious medium often seen as a pariah in theonline world, this market has witnessedimmense growth in recent years.Tracy Wong, Vice President of Marketing

for PostRelease, said the medium is a cost-effective alternative to traditional web adver-tising. It hits concentrated audiences andtypically drives higher click-through rates ata time when the Internet has been driven to“banner-blindness.”“Our average click-through rate is 33% —

night and day from banner ads. We’ve hadcampaigns’ click-through rates that are ashigh as 60%,” Wong said. Social media’s historic ad growth in 2009

is welcome news for communicators, butwith many treating social media as the great-est thing since the wheel, the question arises:when does social media usage become toomuch? Social networks are a notorious time-waster for employees, but some industryexperts think business owners who viewFacebook as a panacea can hit a similar sat-uration point. Ivan Misner, author of the book

“Networking Like a Pro,” thinks many pro-fessionals are spending too much time onsocial media sites and in the process, areneglecting the core purpose of their busi-ness. Misner invites users to find ways toleverage their time more effectively, and rec-ommended aggregators like ping.fm orseemic.com to manage content and commu-nicate on multiple sites simultaneously. “You might convince yourself that what-

ever is the latest and greatest could solve allyour problems. As technology evolves,you’ll still need additional methodologies tobe able to touch base with your clients. Youstill have to establish relationships.” �


By Jon Gingerich


FEATURE

The decision in Citizens United v. FECtorpedoed limits on spending — upheldin 1990 by the high court — to, as LoyolaLaw School Professor and Slate colum-nist Richard Hasen put it, “opened up ourpolitical system to a money free-for-all.”That expected bonanza will likely put a

renewed focus on the Washington, D.C.,operations of PR firms, trade groups andpolitical action committees and comes aslobbyists in the capital took part in arecord $3.3 billion in spending in 2009 towield influence there.But the impact of the decision is

unclear as predictions range from a dras-tic blow to free speech to little or noeffect on the current system of politicaland public affairs spending. Jim Horton, a Principal at Robert

Marston and Associates who pens arespected PR blog, said corporations arenow guaranteed the same FirstAmendment rights as any citizen, butdoesn’t think that necessarily gives theadvantage to companies. “The question ishow to use them responsibly and effec-tively, especially in an era of the Internetwhen an individual citizen has as muchpower to speak as anyone else,” he said,noting that the addition of another voicein elections could leave voters more con-fused than ever or, in a brighter view,spark more debate.Howard Rubenstein, President of

Rubenstein Associates in New York, wasmore negative in his view of the decision.“The large corporation will have an enor-mous new foothold in U.S. politics,” hetold MSNBC. “We shouldn’t have a ‘ForSale’ sign on these elections.”Lisa Graves, Executive Director of the

Center for Media and Democracy, a PRwatchdog group, said, “With this deci-sion, huge corporations like GoldmanSachs and AIG will be able to use theirenormous wealth to run campaignsagainst the president or any person whomight oppose their agenda.”The New York Times editorial board

unsurprisingly blasted the court’s ruling,which it said “thrust politics back to therobber-baron era of the 19th century.”But the Times’ David Kirkpatrick spent1,000 words attempting to link corporatemoney to political influence and foundeven critics of the Supreme Court deci-

sion couldn’t produce much evidence tomake the case.The Atlantic Business Writer Daniel

Indiviglio said the decision will have lit-tle impact on elections arguing that cor-porations were already funneling moneyinto politics through political action com-mittees and pointing out that many big-spending companies hedge their bets bydonating to both major parties. Trade groups to benefitThe decision allows the two major enti-

ties to spend freely in backing (or attack-ing) candidates for federal office.Corporations and unions, however, weresplit on welcoming the ruling. TheService Employees International Union,the 1.8 million-member labor organiza-tion, blasted the decision by saying it willgive undue influence to the U.S.Chamber of Commerce in elections. TheSEIU told members that the Chamberwill be able to spend as much or more onads, mail, field activity and the like thatdirectly advocates the election of theirpreferred candidates — or the defeat ofthe ones they disagree with.“Let’s be clear: corporations have

already been shilling out a lot of cash forpolitical activities, letting their sharehold-ers and managerial employees knowexactly which candidates they want towin or lose elections and paying heavysums for attack ads, direct mail and otherforms of public communication throughPACs,” said Secretary-Treasurer AnnaBurger. But she said the high court deci-sion “has given corporate managers thegreen light to bypass the checks and bal-ances, use unlimited amounts from thegeneral treasury … to instead pay forpublic communications expressly advo-cating the election or defeat of the candi-dates of their choice.”The 11 million-member AFL-CIO,

however, filed an amicus brief in the suit.The Chamber had a more muted reac-

tion choosing to link to stories about thedecision from its blog and noting it “vin-dicated” the right of individuals toengage in core political speech by band-ing together to make their voices heard.The group also noted the broad supportfor the suit in linking to an amicus brieffiled by the labor giant AFL-CIO.“It’s gratifying after so many years to

see the U.S. Supreme Court acknowledgethat corporations have a First

Amendment right to express their viewsat election time,” Bob LaBrant, SeniorVice President & General Counsel for theMichigan Chamber, said in a statement.PR and public affairs pros in

Washington say that the loosening ofcampaign finance laws will likely notresult in companies spending directly, butwill increase the funds flowing to tradeand interest groups like the Chamber. As Coving & Burling election lawyer

Robert Kelner told the National Journal,“There was always a cloud of doubtaround outside groups and trade associa-tions, and this lifts those clouds of doubtand leaves behind clear skies.”First Amendment citedLast month’s ruling overturned a 1990

case, Austin v. Michigan Chamber ofCommerce, and took a whack at 2002’sMcCain-Feingold law, which banned corpo-rate and union money from funding politicalads.The recent case stemmed from a suit filed

by the non-profit Citizens United during the2008 presidential campaign as the groupargued that a movie critical of candidateHillary Clinton which it funded was not sub-ject to campaign finance laws. The FEC hadruled that it named a federal candidate andtherefore was subject to existing laws.The majority opinion by the court was

based on First Amendment concerns andsuggested the Federal Election Commissionshould not allow the federal government toregulate political speech, which the five jus-tices said could set a dangerous precedent.“Its theory, if accepted, would empower

the government to prohibit newspapers fromrunning editorials or opinion pieces support-ing or opposing candidates for office, solong as the newspapers were owned by cor-porations — as the major ones are,” wroteChief Justice John Roberts. January’s decision was the first major

judicial corporate speech ruling since theclosely watched Kasky v. Nike case in 2002,when a consumer activist challenged thesneaker giant under false advertising laws.In that case, Nike argued that its ads defend-ing labor conditions in its factories wereentitled to First Amendment protectionrather than commercial speech. TheSupreme Court reviewed the case but sent itback to California, where the state SupremeCourt had previously ruled the ads werecommercial speech subject to false advertis-ing laws. The two parties settled the case. �

Supreme Court backs corporate ‘speech’

By Greg Hazley

The U.S. Supreme Court in January opened the door for corporations and unions to wield increasedinfluence in elections and policy making with a controversial 5-4 ruling that bucked recent campaignfinance law and said corporate coffers can indeed be spent on political activity like advertising.


Companies have to monitor socialmedia to find out what is being said aboutthem, said Tricia Geoghegan, communi-cations lead for neurology and attentiondeficit/hyperactivity disorder of J&JPharmaceutical Services. “We’re not going there to generate

sales but to build relationships. We’re notin a cathedral but a farmer’s market,” sheadded.Identification requiredOn hand to remind PR people of their

obligation to come to the social mediatable with “clean hands” was MichaelLasky, Senior Partner of Davis & Gilbert.He noted that PR people are legally“advertisers” when they take part in blogconversations and must identify who theyrepresent.Coca-Cola’s “Online Social Media

Principles” call for employees to say,“from the outset,” something like, “Hi,I’m John and I work for the Coca-Cola

Co.” Coke’s agencies, vendors, partners,or third parties must do the same, the codesays.Lasky described new Federal Trade

Commission rules that went into effect inDecember. They require identification ofanyone using the web for commercial pur-poses.The FTC is asking that companies have

written rules concerning the web andLasky said his firm is being “deluged”with requests from companies for text thatsatisfies the Commission.He said PR people should not attempt to

evade responsibility for their statementsby using such disclaimers as, “The resultsare not typical.”Companies also cannot claim that they

are not in control of bloggers who are ontheir payroll, he added.PR pros, he said, have to learn the dif-

ference between copyright and trade-marks. Ownership of images has to bechecked before they are used and permis-sion obtained if that is what the owner

wants. Lasky said producers of satellitemedia tours must also be watchful ofplugs.Lasky said he and other lawyers are

being brought in early in the “creativeprocess” so that legal issues can be consid-ered.The New York Post recently questioned

whether a star who praised a hotel hadreceived a free room. According to Lasky,celebrities who get free hotel or travelarrangements must disclose this whenmentioning the product. Geoghegan said J&J’s lawyers have

been helpful in working with PR stafferswho have proposals for use of socialmedia.The workshop was hosted by Gibbs &

Soell. �

Knowledge creates power.Power Public Affairs creates leverage to change the game.

Widmeyer has the knowledge and insight to create powerful communications programs at the national, state, and local levels and leverage them for our clients’ benefit. We call what we do Power Public Affairs, and it means focusing on the “engines” that drive the U.S. on a daily basis.

We help companies, associations, coalitions and organizations com-municate about these core issues to affect change, alter perceptions, advance an initiative or stop it in its tracks.

Find out how we can move your agenda at www.widmeyer.com/expertise/practice-areas/public-affairs/

Learn more at Widmeyer.com/expertise/practice-areas/public-affairs/

Energy

Environment

Economy

Labor

Transportation

Manufacturing

Power Public Affairs

Be wary about ‘advertising’ in social media

By Jack O’Dwyer

Social media is “consumer democracy,” where participants typicallybelieve in each other more than anyone from an organization. PRpros legally become “advertisers” if they participate and fall underjurisdiction of the Federal Trade Commission, according to a NewYork chapter of the PR Society workshop on January 26.

L-R,: Michael Lasky, Tricia Geoghegan, andSteve Halsey

Photo by Jack O’Dwyer


COVER STORY

On January 27, the U.S. Securitiesand Exchange Commission made amove that had been years in the

making, the result of hundreds of hours ofbi-partisan feedback but a decision SECChairwoman Mary Schapiro referred to inthe minutes before the commission’s voteas “neither surprising nor especiallyremarkable.” The agency issued a newseries of guidelines requiring corporationsto warn investors of any potential riskstheir investment may have in relation toclimate-related changes or new environ-mental-protection laws.The subsequent outcry in corporate cir-

cles then, came as quite a surprise.Opponents said the decision was politicallycharged; it was an affront to business; itgave companies no interpretive guidanceand induced unnecessary investor fear.Finally, it relied too much on presumptionsof scientific theories like global warming— theories, they said, that are still notproven. The decision reaffirmed a wedge that has

existed since the dawn of the U.S. environ-mental debate, realigning Democrat andRepublican parties with their respectiveregulatory and laissez-faire stereotypes. Itsounds funny to say, but reactions to theSEC decision made it sound like we’dtaken a step back from the last few years ofthe Bush Administration, when it seemedmany conservatives were finally warmingup to the prospects of a green future.“The strong reaction to the SEC is from

people who weren’t expecting this, becauseit’s financial regulators talking about therisks of an environmental issue, which issomething previous SEC leadership justwasn’t interested in,” said Jim Coburn,Senior Manager of environmental investornetwork Ceres.Given corporate America’s recent

embrace of all things green, you’d thinkdisclosure would be seen as a sort of freeadvertisement. After all, economic data andmarket research during the past five yearshad driven them to make an environmentalabout-face from the naysaying ’90s. Theprice of solar energy had dropped; bio-fuels

became a welcome contrast to skyrocketingoil prices. By 2006 U.S. venture capitalinvestments in clean tech hit an all-timehigh of $2.5 billion. GM announced pro-duction on its plug-in hybrid the Volt.Corporations as unlikely as DuPont andGeneral Electric began calling on Congressto enact stronger anti-polluting legislation.Computer companies Dell, Microsoft andIBM had put together global IT pact “TheGreen Grid” to enact data center energyefficiency. Wal-Mart’s environmental ini-tiatives landed CEO Lee Scott on the coverof Fortune. Corporate America spent bigbucks on green PR, they formed consor-tiums dedicated to cutting carbon emission,sponsored Earth Day parades, touted theirgreen wares in brochures printed on greenpaper, bought Toyota Priuses, had thempainted custom green. Sure, these overturesrang hollow at times, but they were a wel-come surprise for the public, even when itconfirmed what many have suspected for along time: that the private sector goes greenwhen it becomes profitable.“Every company is driven to this by a

different set of drivers,” said Joel Makower,Executive Editor of Greenbiz.com.“Their mantra has always been ‘just tell

us what to do.’ They have investments tomake. But now that we’re in a new era withpotential government legislation, themantra is ‘don’t tell us what to do, we cansolve these problems ourselves.’ It seemslike industry and the corporate world’s con-sensus on green initiatives and climatechange is going the opposite way of poli-cy.”There is a maxim in business, one that

should be noted here: green strategies thatadd value to shareholders is one thing,green policies that impact their business isanother. A historic recession coupled withthe current administration’s embrace ofcap-and-trade strategies put our captains ofindustry in a tough spot. Within months oftaking office, Obama announced tougherfuel efficiency standards, repealed Bush’schanges to the Endangered Species Act,included green jobs incentives in his stimu-lus package and imposed limits on Federalland oil drilling. He hired Carol Browner,former Clinton EPA Administrator, asDirector of the Office of Energy and

Climate Change Policy, and authorized theEPA to limit carbon emissions under theClean Air Act. He demanded energy effi-cient appliances and pushed the House topass The American Clean Energy andSecurity Act. On January 29 — perhaps asa result of the failure of the 2009 UnitedNations Climate Change Conference inCopenhagen to adopt a binding, suitableenvironmental agreement for climatechange — Obama ordered the Federal gov-ernment to reduce its own emissions by28% by 2020.Old arguments resurfaced. Republicans

and corporate business owners set downtheir embroidered Sierra Club hats; theyretreated to their respective camps andreemerged with old tropes. The party wasover. Industry, policy collusionWhen climate change was good for busi-

ness, business was good for climate change.It was easy for corporate America toendorse the green zeitgeist when a govern-ment led by former oil executives imposedexpectedly lax policies. When the pendu-lum began to swing the other way, many inthe private sector reeled against it, and thewinds of a changing policy blew back thegreen curtain to discover many companiesthat talked the talk during the Bush admin-istration didn’t exactly walk the walk. Theglobal warming denial camp is back in fullswing. ConocoPhillips, in a well-publicized

partnership with food giant Tyson to manu-facture alternative fuels from animal fats,abruptly halted their plans last year whenthese initiatives failed to receive Federalsubsidies. ExxonMobil, absurdly praised in August

by Forbes as “green company of the year,”was discovered the same month by the NewYork Times to have given major funding toindustry groups like the now-defunctGlobal Climate Coalition, an organizationthat had silenced its own scientific reportsand falsified information for more than adecade. This doesn’t include the nearly $16million ExxonMobil spent between 1998and 2005 to bankroll more than 40 groupsto quell claims of global warming. ExxonMobil spent nearly $27.5 million in lobby-ing last year alone, their second-highestyear on the books after the election year of2008. The U.S. Chamber of Commerce, the

world’s largest lobbying machine, led suchan unabashedly partisan campaign againstcap-and-trade legislation in the House thissummer that some member companies quit(Nike and Apple, to name a few; even utili-ty company PG&E cancelled their mem-

The politics of climate changeMany of the same U.S. corporations touting popular “green”initiatives are simultaneously funding anti-climate trade groupsto sway public opinion and lobbyists to push polluter-friendlylegislation. Does this two-faced strategy reveal hypocrisy at theheart of America’s “green” revolution?By Jon Gingerich

�Continued on next page


bership). This has not stopped many com-panies from continuing their long-standingassociation with the Chamber, includingToyota, which has made millions selling its“green” image to the American public.The politicians funded by these industries

haven’t been far behind. In December, thestate of Alaska issued an RFP for PR firms,allocating $1.5 million in state funds towage a communications war to stop theEndangered Species Act from consideringclimate change an effect on species. AlaskaGovernor Sean Parnell, former Director ofGovernmental Relations forConocoPhillips and a former Patton Boggsadvisor (he represented Exxon during itsValdez oil spill litigation), has since suedthe Federal government over its inclusionof polar bears as a “threatened” species,because it could hurt resource developmentin his state. Meanwhile, Alaska Senator Lisa

Murkowski has drafted a bill to eliminatethe Supreme Court’s decision to authorizethe Clean Air Act to restrict the use of glob-al warming pollutants.In December, Oklahoma Senator and

notorious global warming skeptic JimInhofe vowed to crash the UN ClimateChange Conference with a three man “truthsquad” consisting of himself and two fellowclimate-denying Senators (he was unsuc-cessful in securing a single meeting withconference delegates). Ministers of misinformationAs always, behind the curtain of industry

and policy are the tentacles of theWashington lobbying and public affairsmachine, pedaling misinformation, launch-ing ad campaigns and “grassroots” industryastroturf at the behest of big oil. While the oil and gas industry has always

been one of K Street’s biggest money mak-ers, recent figures show it has grown toextreme proportions. Annual lobbyingtotals for the oil and gas industries were$154 million in 2009, a 14% increase from2008 and a 46% increase from 2007.A brief historic of K Street’s boilerplate

methods — not-in-my-backyard “activism,”bogus trade groups paying low-level “scien-tists” to speak out against the tenants of cli-mate change — are reminiscent of bigtobacco’s failed methods to dissolve the linkbetween smoking and lung cancer. Soundlike 1980s communications tactics?Consider these cases, all of which occurredin 2009:In August, the Energy Citizens, a “grass-

roots” group funded by oil industry frontAmerican Petroleum Institute, held anticap-and-trade “rallies” in 20 states com-prised of oil company employees bused infrom area offices. The group has loudlyprotested the EPA’s decision to have green-

house gas emissions regulated underthe Clean Air Act. API members includeChevron, ConocoPhillips, ExxonMobil,GE, Halliburton and Shell.Virginia-based public affairs firm

Hawthorn Group put together a successful“grassroots” campaign for AmericanCoalition for Clean Coal Electricity. Duringthe campaign a subcontracted PR firm,Bonner and Associates, forged letters fromminority groups and sent them toRepresentative Tom Perriello (D-VA), ask-ing him to oppose climate legislation.ACCCE members include AmericanElectric Power , Caterpillar, GE and UnionPacific Railroad. There’s the Heartland Institute, a noted

Kyoto Protocol and “junk science” oppo-nent which organized the latestInternational Conference on ClimateChange to dispute the science behind glob-al warming. Announcing the event on theirwebsite, Heartland said: “The real scienceand economics of climate change supportthe view that global warming is not a crisisand that immediate action to reduce emis-sions is not necessary.”The group, which has a long history of

tobacco ties, produces industry “journals”such as Environment & Climate News. Lastyear’s Climate Change conference was sup-ported by a partnership with leading “teaparty” organizer Americans for Prosperity(who are partially funded by petroleum andpipeline giant Koch Industries). Previousyears’ conferences were funded byExxonMobil.Greenwash is a bigger industry than ever,

and contrary to what its leaders say about“adding to the conversation,” these groupsare not interested in the debate as to howclimate change works or whether it is actu-ally happening. TV advertisements support-ing “clean coal” (there’s no such thing, atleast not yet) and marketing efforts that imi-tate conversational authenticity to subsumethe environmental debate have done a finejob of displaying to the American publichow “green” the industry is while servingas atonement for fossil fuel companies andthe pro-pollution agenda they secretly sup-port. As a result, the PR and lobbying indus-try’s recent war on global warming has hada profound impact on the public’s beliefsand perceptions surrounding these issues. Public consequencesThe consensus of climate change has

always been conveniently germane to theindustries that seek to lose or profit from it,and the result is a debate that is noticeablymore unsettled in policy or media circlesthan it is in the scientific community. Theproblem is that, while truth is unavoidable,there is a standard formula in the communi-cations industry for getting around this

pesky universal: repeat a lie enough times,and it becomes the truth. The three-headedhydra of industry, policy and PR has done agreat deal to influence the public’s standingon the converging road where money andpublic policy, science and industry oftenmeet. An October national survey by the Pew

Research Center for People and the Pressdiscovered 57% believe there is “solid evi-dence” that the earth is warming, comparedto 71% in 2008. Only 35% find this to be a“serious problem,” down from 44% in2008. Only 36% now believe human activ-ity such as fossil fuel emissions contributeto global temperatures, down from 47% theyear before. Compare these figures to years previous,

and the trend is telling. In January 2007Pew found that 77% of Americans polledbelieved there is “solid evidence that theearth is warming,” 55% cited global warm-ing as a “problem,” and 83% of moderateDemocrats believed the “earth is gettingwarmer due to human activity.”According to Pew, America’s highest net

belief in global warming came in early2006, during the heights of one of the mostanti-environmental administrations inrecent history. The conclusion: our nation’snet belief in climate change is going down,as anti-climate lobbying and grassroots out-reach activities are going up.“To see these numbers drop has been

stunning, but it’s a reaction to a repeateddrum beat by Fox News and elsewhere foryears,” said Lisa Graves, ExecutiveDirector of the Center for Media andDemocracy. “What was happening behindthe scenes in Washington, was that evenpeople involved in Bush’s policy werecoming to grips with climate change andknew it was something they couldn’t pre-tend wasn’t happening. It’s my experiencethat the right wing has a lot of leverage anda multi-faceted strategy to push at everysingle pressure point.”Illogical foundationsWhile the fiscal objectives of climate

change denial have always been clear, theideological underpinnings that unite themovement have been anything but. The sin-gle biggest problem with the misinforma-tion campaign surrounding the fight againstglobal warming is that, unlike its propo-nents, there has never been a cohesive nar-rative.To wit, while each side will always have

its supporters and detractors, there exists aunified scientific case for the principle ten-ants behind global warming. Global warm-ing’s critics, on the other hand, remain dis-parate in their skepticism; they do not offer

�Continued on page 19


CClliimmaattee ppoolliiccyy sshhaappeess nneeww ppuubblliicc aaffffaaiirrss cchhaalllleennggeess

The House already passed a cap-and-trade bill that was already running into astrong headwind in the U.S. Senate.Following Brown’s election, SenateRepublicans pounced on cap-and-tradeand essentially rendered it dead. SenatorMitch McConnell, the Republican leaderfrom Kentucky, said there was “littleenthusiasm” for it. Democrat ByronDorgan of North Dakota admitted that itwas highly unlikely the Senate wouldtake up a complex issue like cap-and-

trade following abruising battle overhealthcare reformthat cost SenateDemocrats theirsupermajority, a sit-uation unthinkableto Democrat leadersjust a few weeksprior to Brown’svictory.

The key rea-son Democrats

won’t be able to move cap-and-trade isthey can’t afford to pursue legislationtheir constituents believe is harmful tothe economy and job creation, the issuevoters rank today as the most important.But that’s not to say some sort of energylegislation won’t move. In fact, thereseems to be momentum in Washington todeal with less polarizing proposals thatmay be palatable to a bipartisan group oflawmakers, such as creating tax incen-tives to encourage development ofrenewable sources of energy.Another offshoot of the climate change

issue began late last year when PresidentObama’s Environmental ProtectionAgency made an “endangerment finding”that greenhouse gasses threaten humanhealth. That finding enables the EPA tomake rules limiting carbon emissionswithout Congressional approval.Now, some members of Congress are

strategizing to block the EPA from pro-ceeding down this path. Many business-es and industry groups that have engaged

lobbyists and public affairs firms to influ-ence Congress against cap-and-tradeshould now turn their focus to supportingCongressional efforts to block the EPAfrom regulating carbon emissions.One key message is that rulemaking of

this sort can be devastating to the econo-my. Regulatory problems caused by suchrulemaking will endanger job creation instates that cannot handle more economicobstacles. This message will be particu-larly potent in 2010, as Congressionalcandidates will be looking for ways toshow they are fighting for jobs andagainst government meddling that threat-ens them. Today, polling indicates that

Republicans are likely to win back moreterritory in November’s Congressionalelections. That would put advocates formore stringent environmental laws at asevere disadvantage through at least 2012,and improve the outlook of manufacturersand business owners who have been wari-ly watching Congress to figure out if theircost of doing business was about to go up.No matter which way the political winds

blow, U.S. policymakers will be wrestlingwith complex climate and energy issuesfor years to come. These matters willrequire skilled government and publicaffairs practitioners to help formulate thearguments and muster support for theviewpoint of American business. Nowmore than ever, it is critical for businesseswith substantial interests at stake inWashington D.C. to engage in publicaffairs activities that help achieve theirobjectives. Let’s call it the “new public affairs,”

where lobbying activities are joined bygrassroots organizing and coalition build-ing to achieve a desired outcome. Somederide these campaigns as “Astroturf,”but you certainly can’t look at what hap-pened in Massachusetts as manufacturedoutrage. People voted for Scott Brownand the change he represented, and thereare millions of Americans just like thosefrom Massachusetts who are chomping at

the bit to vote and have a say in policymatters in Washington D.C.To effectively deliver a message and

successfully navigate a world that contin-ues to be extremely volatile, a good pub-lic affairs campaign should contain amulti-faceted approach that combines lob-bying with grassroots organizing, alliancedevelopment, earned media efforts, andsocial networking. Now more than ever,finding people and key allies to supportthe efforts of lobbyists on a particularissue can be the difference between suc-cess and failure. Running a coordinated, multi-layered

approach using social media, Internetvideo content, and other “new media”platforms can often help break throughthe clutter coming at Congressionaloffices from all directions. Now is not thetime for businesses to relent in their pur-suit of a more favorable business climate,and running smart public affairs cam-paigns that deliver messages across multi-ple platforms is a good way to helpachieve their goals.

Scott Jennings is Senior Strategist atPeritus in Louisville. He was formerlySpecial Assistant to George W. Bush. �

On January 19, the policy landscape in Washingtonchanged dramatically with the election ofRepublican Scott Brown of Massachusetts to theU.S. Senate. Much of the focus following hiselection has been on healthcare, but climatechange and, in fact, the entire scope of energylegislation, could be affected as a result.

Scott Jennings Weight Watchers is working with WeberShandwick as the weight loss company hassued rival Jenny Craig for an allegedly "falseand misleading" ad campaign comparing thetwo programs.Weight Watchers International filed a

complaint in U.S. District Court for theSouthern District of New York last monthseeking an injunction and damages againstJenny Craig.WWI claims an ad campaign by Jenny

Craig "seeks to mislead and deceive con-sumers" into believing that JC's claims arebased on a head-to-head scientific studycomparing the Weight Watchers programwith JC's meal system. "No such study wasdone or exists and the claims made in theseads are not supported by fact or science,"WWI said in a statement.Neither Weber Shandwick staffers nor

Weight Watchers returned inquiries aboutthe suit. Julie Safer, PR director of JennyCraig, sent a statement to O'Dwyer's sayingthat the company's advertising claims aresupported by an independent trial compar-ing separate studies.

PR news briefs

PPRR WWAARR WWEEIIGGHHEEDD OOVVEERR AADDSS

FEATURE

Want a solid campaign to move you forward?Contact Catherine Imus: [email protected] or call 800-426-1887

Stanton Communications provides comprehensive public affairs services, from political and communications strategy to message development, crisis management, media relations, coalition building and direct lobbying. We know how to effectively manage complex issues and build support for our clients’ positions among policymakers, community leaders, the media and the public. With our issue expertise in the fields of health, energy, environment, technology, transportation and international trade, we tackle the toughest challenges in the legislative and regulatory arenas at the national, state and local levels.

Forward Moving

Rock Solid


What drives you and your firm?Caplan: Our mission is to help our

clients work for social and environmentaljustice. Our firm is in full bloom whenwe’re doing very targeted campaignswith a strong call to action. I get atremendous honor out of working forcauses that we believe in for non-profitsand NGOs. PR is not necessarily just about public-

ity or message development or mediatraining but about focusing a message onAmericans who ought to be inclined toknow more about the world around themand engage. And, not be swayed bybiased news reports.So, you’re a Greenie?Caplan: Of course, I strongly believe

we need to wean ourselves off ourdependence on dirty fuels like oil andcoal. Everyone needs to do things thatare good for the earth, but that meansgoing beyond just recycling paper andplastic to using green building materialsand sustainable business practices forexample.What kind of car do you drive?Caplan: I have a Toyota Highlander

Hybrid that averages 28 mpg and easilyholds my wife, two kids and dog. It’s soimportant to set a good example for mykids and the next generation as a whole.Can the Green movement create the

jobs America needs?Caplan: Definitely, and it already has.

Clean energy jobs are so important.They’re at the core of what this genera-tion needs. The skill sets of workers inthe manufacturing, oil and coal industrieslend themselves to more sustainable jobsin solar and wind production. If we haveto mine coal, it must be done in a sustain-able way. That means no more mountain-top removal coal mining and stopping theEPA from issuing future permits acrossAppalachia. But Clean Coal is not reallypossible, it’s just a fallacy.Look at American ingenuity and the

environmental entrepreneurs out there

such as companies producing the mostefficient windows and on our farms usingbiomass to create clean energy fromabundant crop waste like woodchips andcorncobs, etc. These all are real jobs cre-ated by the Green movement. And moreimportantly, Green jobs are good becausethey keep the jobs and technology in theU.S. Becoming a country that doesn’tproduce much anymore and alwaysimports is killing off jobs for workingfamilies. What’s your take on global warming?Caplan: The truth is that climate sci-

entists don’t really disagree on globalwarming. Opponents just want to kickthe can down the road, raise doubt andkeep the doubt going. I can’t help butlaugh at those who scoff at globalwarming because we’re having such acold winter. I learned long ago thatweather is a day-to-day occurrencewhile climate relates to events over longperiods of time.Furthermore, deforestation is having a

very real affect on the global climate.You obliterate the forests — and I meanslow growing forests — whether inNorth Carolina, South Carolina, Floridaor in the Amazon, and then there’s noth-ing to absorb the carbon dioxide pro-duced by power plant emissions andcars. As a result, for instance, oceansabsorb this carbon dioxide, creatingocean acidification in coral reefs. Theresults can be irreversible to habitatspecies that die off while ocean temper-atures increase and sea levels rise. It’sall very urgent and something theAmerican people must take action tostop. The American Clean Energy and

Security Act of 2009 (ACES) passed theHouse early last summer but theClimate Bill still needs to pass this yearin the Senate. Comprehensive climatelegislation aims to reduce greenhousegas emissions (CO2) 17 percent by 2020and includes improved energy efficien-cy incentives for commercial buildingsand our homes as well as leveling the

clean energy play-ing field andencouraging moregreen jobs. U.S. Sen. Lisa

Murkowski, R-Alaska, is fightingthis bill though, say-ing it will increasethe marginal tax ratein her state. Hermore urgent crusadeis to weaken theEPA with a “DirtyAir Act” by strip-ping EPA’s legal authority to enforce theClean Air Act, which is arguably the mostsuccessful and cost-effective environ-mental law in history.I just believe conditions have to get to

the point where Green becomes the stan-dard and not some lofty or futuristic ideal.Where do you stand on the healthcare

reform debate?Caplan: Last fall I was invited to the

White House along with small businessleaders from all types of industries tomeet with President Obama to discusshow healthcare reform will affect theAmerican people and the weight smallcompanies like my own are shouldering.I was proud to represent a professionalgroup known as Green America. After the summit I really came away

with the impression that the Presidentclearly understands the undue healthcareburden placed on small business. Hemade a solid case as to why small busi-ness will benefit from reform. The bottom line is that healthcare

reform will help a tremendous number ofpeople. We’ve got to get past the “havesand have nots” mentality and acknowl-edge it’s a human rights issue. Can the Obama Administration turn

things around?Caplan: I see real recovery coming by

the end of the year. The important thingis for Republicans and Democrats to haveall voices heard for the common good ofall the American people. �

Straight talk with an environmental PR expertO’Dwyer’s recently sat down with Aric Caplan, who runs legislative advocacy PR practice CaplanCommunications, in Rockville, MD, just outside Washington, D.C. Caplan started his career asExecutive Producer of the #1 rated morning show in Pittsburgh at KDKA-AM, and moved on to pro-gram director at WJNO-AM in West Palm Beach, FL. After honing his PR skills at Ruder Finn, hefounded his firm in 2004, which focuses on the public interest, environmental and renewable ener-gy sectors and national publicity for non-fiction books.

Aric Caplan

By John O’Dwyer

INTERVIEW


a codified explanation as to how naturalphenomena alone accounts for the linearwarming of the global mean surface temper-ature since 1850, not to mention its rapidrise in the past 25 years. Some blame peri-ods of unusually high levels of solar radia-tion. Some say there is no meaningful corre-lation between C02 levels and the earth’stemperature. Others say previous C02 esti-mates should make the earth warmer than itactually is. Others claim C02 is not provento trigger water vapor feedbacks in theatmosphere. Some say IPCC climate projec-tions are inaccurate. Others say globalwarming could occur without C02. The onlything these theories have in common is theirpreemptive disbelief. The right-wing media has been particular-

ly irresponsible with this, enlisting a clowncar of “expert” punditry offering NOAAballoon measurements or simply annualtemperature readings to disprove globalwarming which, contrary to these methods,involves the reading of globally averagedtemperatures near the earth’s surface. Theseare political arguments, most which sufferfrom either reaffirming the consequent thatvariations in natural phenomena exist(“Some temperatures have dropped!”“Some places are colder than before!”), tomoving the goalpost (“Not now! Businesscan’t afford regulations!”), to ad hominemattacks on the entire scientific community(leaked documents showing scientistsmanipulated data at University of EastAnglia is proof global warming is a hoax),to generally poisoning the well of publicdiscourse (“Al Gore sure makes a lot ofmoney from global warming!”) There is areason why this debate rages on in mediaand in public policy circles, yet remains asettled issue in the scientific community. “It’s exceedingly difficult, but with new

media we can keep on top of the spin andcall it out,” said Graves. “It’s an enormouschallenge because I can’t help but think therepeated messages at partisan rallies haveconvinced people that it’s okay to be a flat-earther. But it’s not hopeless. You need tohave prevailing voices in every sector toshow people the truth and have the hope thatit will ring true for them.”Setting the record straightThe idea that yelling the loudest will get

the most attention no matter how incorrectyour premise is, the practice of endorsingopposing theories just because they satisfythe same preconceived conclusion, does notchange that fact that our fossil fuels pump31 gigatons of carbon dioxide into theatmosphere each year.

It doesn’t change the fact that globallyaveraged temperatures have increased by 1.4degrees each year since 1880, that concen-trations of C02 in the earth’s atmospherehave increased 36% since 1750, that our lasttwo decades were the hottest in 400 years, orthat average sea levels have been rising bymore than a millimeter each year for the lastcentury. It doesn’t hide the overwhelming evi-

dence that these events did not simply coin-cide with our industrial age; that we havecontributed significantly to the strength ofthe greenhouse effect in the form ofincreased C02 emissions from fossil fuels,aerosols or deforestation, resulting in glacialmelting and higher sea levels, lowered agri-cultural yields and unpredictable weatherpatterns.It doesn’t change the fact that all the

national academies of science in all themajor industrialized countries in the entireworld accept the theory of global warming.To be absolutely clear: there is no single sci-entific community left in the world that doesnot believe the basic tenants that humanactivities influence climate change. Our decisions in this matter go beyond

politics, ROI or marketing budgets. Perhapsa disagreement will always exist because itsfoundations are built on a fault-line betweenscience and politics, two vastly different dis-ciplines. But maybe that’s the whole point.

Currently, companies with a history of pol-luting receive government credits for chang-ing their act (Halliburton was applicable fora loophole in Bush Administration EPApolicies, which allowed them to pollutewater because they were extracting naturalgas from it). This does nothing for compa-nies that have been enacting environmental-ly-friendly policies the entire time.Instead, lobbying groups should push for

legislation that gives more Federal subsidiesto these companies, and should enact grass-roots campaigns to tell government toreward corporations that develop renewableenergy, reduce fossil fuel dependence,decentralize the existing renewable grid andsupport research into nuclear and nuclearfusion technologies.“What we need is carrots and sticks in the

form of financial incentives,” Makowersaid. “Public opinion is fickle and globalwarming deniers have done a great job ofcreating confusion. Also, there’s a failure inthe environmental movement to make acompelling case: so much of what we talkabout is fear-based. What’s remarkable isamidst all the debates and confusion on thepolicy side, some companies are really driv-ing the climate conversation. Pleasing allcompanies is impossible, but somewherethere is a policy.” �

POLITICS OF GLOBAL WARMING�Continued from page 15


REPORT

Republican members of Congressare outpacing Democrats in near-ly every category of Twitter use,

according to a study by Fleishman-Hillard Senior VP Mark Senak.Of the 132 active members of Congress

using Twitter, 89 are Republicans and only43 are Democrats. That comparison ismore even-handed in the Senate, where 14Republicans and 11 Democrats are tweet-ing. But the House stats illustrate the lop-sided microblogging on the Hill, as 75members of the GOP (42% of their cau-cus) use Twitter, while only 32 Democrats,or 12.5%, have embraced the platform.Senak said he sees Twitter not as an

election predictor but as a “communica-tions barometer,” but acknowledges thatits future impact on the electorate remainsto be seen.Despite their numerical advantage, F-

H’s analysis through the Twitalyzer toolfound that Democrats in the Senate sur-passed their Republican colleagues in“influence” and “clout,” suggesting moreengagement and less broadcasting than theGOP in that chamber.Clout is determined by the number of

mentions of a Congressman and “re-tweets” of their posts, while influence iscalculated by number of followers, re-

tweets by and for, citations, and number oftweets.GOP more ‘engaged’F-H found that members of the GOP in

the House are tweeting far more often,are more engaged, and are attractingmany more followers than Democrats.Eight of the 10 top members of Congressfor “influence” are Republicans, with thesame number ranked by “clout.”GOP members sent out 29,261 tweets

as of Jan. 3, 2010, compared with only5,503 by Democrats. The GOP membersget the nod for “engagement” as well asthey “follow” many more users thanDemocrats. Sen. John McCain (R-Ariz.) has the

most followers in the Senate (1.6M),while Sen. Claire McCaskill (D-Mo.) hastweeted the most. Sen. Jim DeMint (R-S.C.) is said to have more “clout” and“influence” than any other senator.House Minority Leader Rep. John

Boehner (R-Ohio) has the most follow-ers in that chamber.“Nothing, short of instantaneous

broadcast, has the potential to reach somany people so quickly,” Senak writesof Twitter. “But unlike a live broadcast,the tweet can live on and on, being sentfrom one user to another, and carry a linkthat drives recipients back to websiteswhere they can find out more informa-tion, or if requested, donate money.” �

Study shows GOP out-tweeting DemocratsBy Greg Hazley

Table 1 (above) shows top Twitter usersin the House of Representatives. Table2 shows Twitter influence in the House,ranked by relative reach and velocity,based on the number of followers, aswell as re-tweet generosity, authorityand clout as cited by other tweets.Source: Fleishman-Hillard.

(513) 772-7903www.etc-online.com

•• SSeerrvviinngg bbuussiinneessss,, iinndduussttrryy aanndd ggoovveerrnnmmeenntt cclliieennttss wwiitthh eennvviirroonnmmeennttaall PPRR nneeeeddss ssiinnccee 11999944..•• PPrroovveenn ttrraacckk rreeccoorrdd ooff aawwaarrdd--wwiinnnniinngg

eennvviirroonnmmeennttaall ccoommmmuunniiccaattiioonn pprrooggrraammss..

31 Triangle Park DriveCincinnati, OH 45246PPaatt EEssppooss iittoo,, PPrreess iiddeenntt

Makovsky + Company, which is observ-ing a June 2009 to June 2010 anniversaryyear, looks back on a firm built by reachingbusiness audiences for such blue chipclients as Bausch & Lomb, Booz & Co.,Charles Schwab, American Express,Coldwell Banker, Johnson & Johnson,Russell Reynolds, and Western & SouthernFinancial Group, to name some of themore than 60 clients on its publishedaccount list.The firm’s advocacy efforts are mostly

aimed at decision makers reading businessmedia such as Fortune, Forbes, BusinessWeek, Wall Street Journal and Bloombergas well as trade press reaching specificbusiness categories.A full spectrum of communications tools

are used including industry forums, semi-nars and trade shows and traditional as wellas social media. The firm’s areas of special-ization are financial and professional serv-ices, health, technology, branding, andinvestor relations.Consumer press is most often targeted in

doing PR for healthcare companies. Healthprofessional and patient groups are used totake an “ownership” approach to the condi-tion involved.Makovsky + Co. posted a 19% gain to

$11.1 million in 2008 as it jumped from No.33 to No. 25 on the O’Dwyer rankings. The2009 figures, which are yet to be finalized,will be down slightly from 2008, saidMakovsky. He noted the firm has grown130% since 2003, and said he believes thefirm’s knowledge of specialized areas andhard work by a highly motivated staff arekey to weathering the economic storm.Motivational programsThe firm’s “We Achieve” program

rewards employees who exemplify any ofsix values — collaboration, communica-tion, education, initiation, innovation andmotivation. Employees can give each othercards that recognize outstanding efforts inany of these categories. At month’s end, the

employee with the most cards is given acash prize. Other employee programsinclude tuition reimbursement, flex-sched-uling and bonus incentive programs.Each December, employees put on a

satirical show called “The MakovskyFollies” that covers some of the adventuresand mis-adventures during the year.Employees exchange gifts and then take ina Broadway show.Founded in 1979Makovsky, a native of St. Louis and a

graduate of Washington University and theUniversity’s law school, started the compa-ny in 1979 with $12,000 in borrowedmoney from family members but with noclients.He was Senior VP and Assistant General

Manager at Harshe-Rotman & Druck,where he had been since 1971 after an ear-lier job at Ruder Finn. RF later purchasedHR&D. His experience in working for thefledgling computer industry helped win hisfirst major client — Qantel Computers.“Working with the early computer indus-

try I was able to see the future of Americanbusiness which was increasing in complex-ity,” he said. “I also saw that agencies couldplay a vital role in helping clients to marketand communicate technical information toa broad audience. That was the inspirationbehind our deep specialization.”Makovsky disregarded those who

thought “full-service” was the best way togo because specialization might “limitopportunities.” Instead, the firm adopted asits brand, “The Power of SpecializedThinking.”Since its founding, the firm has grown in

26 of its 30 years and its average annualgrowth rate in the past 15 years has been14%. It is the ninth largest firm in theO’Dwyer New York rankings.IPREX founderMakovsky in the 1980s was one of the

founders of IPREX, a worldwide networkof independent PR firms. His work in the

international arena resultedin his receiving theAmerican JewishCommittee’s HumanRelations Award for build-ing relationships with offi-cials of more than 30 coun-tries.Concerned about glob-

al warming, the firm inthe spring of 2008 sur-

veyed 150 seniorexecutives atFortune 1000 com-panies and foundthat most businessleaders are “per-sonally convincedof the grave risksof global warm-ing.”But the survey

also found they arenot fully translatingthose convictionsinto corporateaction. The surveywas commissionedby the firm and con-ducted by HarrisInteractive in thespring of 2008.Makovsky hopes that “with new leader-

ship in D.C. there will be a new commit-ment to addressing global warming.”The firm has created InTERRAction,described as a “multi-discipline consor-tium advising clients on the impact ofglobal warming.”Social media tackledWith the rise in “social media,” the

firm set up a branding and interactiveservices practice that has reached a vol-ume of more than $1 million in two years.Makovsky said PR people and othersshould not see social media as replacingestablished mass media.“Social media will take its place

besides the other ways of communicatingwhich will continue to exist,” he said.Radio was succeeded by TV but radio

is still around, he noted. Social mediadoes have an edge, he said, as a tool forrapidly spreading the client message to anaudience. “It draws a direct line betweenPR and changing audience behavior,” hesaid. “It’s as true in B2B as in consumermarketing. Traditional media have to‘socialize’ and follow their audience.Generation Y already lives digital.“The Economist and the Wall Street

Journal are among the winners in mone-tizing this revolution and many havealready lost the battle.“The great questions in our field have

never been about how we will engageaudiences but how we can win theirhearts and minds. That’s what our firmhas done since its beginning.” �

Makovsky at 30: B2B emphasizedThe firm specializes in reaching business audiences in five areas through major as well as trade media.Founder Ken Makovsky cited teamwork and high morale as key ingredients for its ongoing success.

By Jack O’Dwyer

Staff of Makovsky + Co. at a meeting.

Makovsky addresseda recent meeting ofthe IPREX network ofindependent PR firms,which he helpedfound in the 1980s.



Profiles

Environmental PR& Public Affairs

2.10

O’Dwyer’sGuide to:

ADAMS ASSOCIATES INC.,

JOHN

National Press Building, #750Washington, DC 20045202/737-8400 Fax: 202/[email protected]

A. John Adams, President

For more than 30 years, JohnAdams Associates has special-ized in health-related, environ-mental and energy issues forFortune 100 companies, leadingtrade associations and nonprof-its. We are known for our tech-nical expertise in analyzing andcommunicating complex issuesto legislators and regulators aswell as U.S. and internationalmedia. Our work has earnednumerous awards for excellencein public education, for clientsincluding the AmericanChemistry Council, theBusiness Council forSustainable Development, theEnvironmental Health ResearchFoundation and the WhiteHouse Council onEnvironmental Quality. JohnAdams Associates is a co-founder of the WORLDCOMPublic Relations Group, and in2008, extended our resourcesinto Brussels and Beijingthrough our merger with theKellen Company.

BOOZ ALLEN HAMILTON

Center of Excellence for Risk andCrisis Communications8283 Greensboro Drive Mclean, VA 22102703/[email protected]

Dr. Tim Tinker, Director, Centerof Excellence for Risk and CrisisCommunications

High-stress situations dra-matically change the rules of

communication. When peopleare stressed and upset during acrisis or emergency, they canbecome less trusting, have dif-ficulty processing information,and often become prone to neg-ative thinking. All organiza-tions — private, public andgovernment — must be pre-pared to respond effectively inan environment where commu-nication rules constantlychange. Anything less than fullanticipation, preparation andpractice can jeopardize trustand credibility with employees,the media and the general pub-lic and cause irreparable dam-age to reputations.Booz Allen Hamilton’s

Center of Excellence for Riskand Crisis Communicationsoffers its clients proven toolsand techniques, firmly ground-ed in behavioral and cognitivesciences. For example, based onextensive research and analysis,and the insights of leadingexperts in the field of risk andcrisis communication, theCenter’s new publication “TheUltimate User’s Guide toSources for Best Practices”identifies critical resources forinformation about best prac-tices in crisis and risk commu-nication. The Guide offers aninventory of high-qualitysources from several countriesfor topic-specific communica-tions such as terrorists’ acts,natural disasters, disease out-breaks and food or water safetyincidents, and also identifiesthe best resources for generalproven principles of effectiverisk and crisis communicationthat apply in any crisis or emer-gency situation. In addition, theGuide points to qualityresources that can be used toupdate communication strate-gies for specific populationsincluding leaders, first respon-ders, military personnel andtheir families, and culturallydiverse populations. To obtain afree copy of the Guide, contactDr. Tim Tinker, Director,Center of Excellence for Riskand Crisis Communications [email protected].

BUTLER ASSOCIATES

204 East 23rd StreetNew York, NY 10010212/[email protected]

White Plains office:707 Westchester Ave., Suite 302White Plains, NY 10604914/428-5500

Thomas P. Butler, PresidentStuart E. Miller, Senior VP

Since 1996, Butler Associateshas represented a prestigious rosterof clients in the environmental,energy and public affairs sectors. In2008, O’Dwyers named ButlerAssociates the 2nd fastest growingindependent PR agency and thefirm’s Environmental and PublicAffairs practice the 28th largest inthe U.S. The firm manages public aware-

ness and media campaigns fromCapitol Hill to statehouses through-out the nation producing businessbuilding results for clients. With a senior management team

possessing over 50 years industryexperience, Butler Associates man-ages and directs regional andnational media, editorial page, andeducational campaigns and suc-cessful coalition and stakeholderdevelopment efforts.

CAPLAN COMMUNICATIONS

1700 Rockville Pike, Suite 400Rockville, MD 20852301/998-6592 Fax: 301/[email protected] www.caplancommunications.com

Aric Caplan, President

Caplan Communications is afull-service Washington-DC areaPR agency that champions the envi-ronment, social justice causes andenergy conservation and advancessustainable business practices.

O’Dwyer’s honored Caplan with

its “Award for PublicCommunications Excellence” inthe Environment and Public Affairscategory.Caplan designs targeted and

rapid-response broadcast coverage.We help clients to win key legisla-tive battles for nonprofit organiza-tions and others.Clients: Advanced Deforestation

Partners, Alaska WildernessLeague, American Rivers,Campaign for America’sWilderness, Congressional BlackCaucus Foundation, Defenders ofWildlife, Earthjustice, EnvironmentAmerica, Environmental Defense,Friends of the Earth,GreenpeaceUSA, League ofConservation Voters, NationalParks Conservation Association,National Wildlife Federation,Natural Resources DefenseCouncil, Pew Charitable Trusts,Physicians for SocialResponsibility, Union of ConcernedScientists.

CERRELL ASSOCIATES

320 No. Larchmont Blvd., 2nd Flr.Los Angeles, CA 90004323/466-3445Fax: 323/[email protected]

Matthew Gallagher, VicePresident

With one of the largest environ-mental affairs practices in theUnited States, Cerrell Associatesspecializes in public affairs, stake-holder outreach, media relationsand political engagement on a widearray of environmental issues. Our client portfolio includes

large government agencies, corpo-rations, non-profits and greenminded entrepreneurs. At Cerrell Associates, we under-

stand the unique sensitivitiesinvolved with environment andenergy communications. Our rela-tionships with the news media,community leaders and electedofficials throughout the Southlandmake us uniquely qualified to assistclients in their strategic efforts.Cerrell Associates — Strategy,

Communications, Results.


CHARLESTON |ORWIG

515 W. North Shore DriveHartland, WI 53029262/563-5100www.co-reputation.comwww.charlestonorwig.blogspot.com

Lyle Orwig, Mark Gale, BethAndersen, Managing Partners

Charleston|Orwig is a nationalcommunications consultant on rep-utation management, especially asit relates to sustainability, corporatesocial responsibility and publicissues. The agency manages public,media, stakeholder and govern-ment perceptions to support theobjectives of a broad base of busi-nesses and organizations. Recentexamples include developing ahigh-profile national program toprovide food to the needy, estab-lishing a culture of sustainabilitywithin an international corporation,and creating platforms for missionsand core values related to responsi-bility programs. Our strategicallyfocused team draws on a wealth ofexperience to implement tactics ineffective, measurable ways. While we work diligently to help

clients avoid crisis situations, ourteam includes seasoned profession-als well-versed in handling theoften chaotic demands of crisisresponse. To learn more, please visit

www.charlestonorwig.blogspot.com and www.co-reputation.com.

CONSENSUS INC.

626 Wilshire Blvd., Suite 1000Los Angeles, CA 90017213/[email protected]

Josh Gertler, President

Consensus Inc. is recognizedfor its expertise in community out-reach strategies for complex andcontroversial issues. The firm hasextensive experience in environ-mental communications includingcommunity relations for soil andgroundwater remediation projects,building community support forwind farms, renewable energy proj-ects, land use entitlements, andlandfill expansions, and publicinvolvement programs as mandat-ed by NEPA/CEQA. ConsensusInc. uses innovative tools to inter-act with stakeholders on environ-

mental issues and to make theirvoices heard to decision makers. Itsoutreach programs are proactive,transparent, savvy, and authentic.In the new paradigm of peer-to-peer communications, ConsensusInc. has demonstrated success inapplying social media strategies toinfluence community opinions,including an industry award-win-ning blog campaign last year. Bycombining social media and tradi-tional outreach strategies,Consensus Inc. offers a uniqueopportunity for clients to diversifytheir approach to public affairs andenvironmental communications.

DAVIES

808 State StreetSanta Barbara, CA [email protected] www.DaviesPublicAffairs.com

Los Angeles: 310/395-9510Chicago: 312/239-6444Washington, D.C.: 202/580-8930Santa Barbara: 805/963-5929

John Davies, CEORobb Rice, EVPLisa Palmer, SVPTaylor Canfield and MichaelWong, Practice LeadersJoshua Boisvert, DirectorMark Saunders, Senior StrategistJolene Griffith, ControllerPia Dorer, Marketing ManagerCaitlin Steele, Office Manager

Winning approval today is tieddirectly to your ability to rapidlyreach out, engage others, and do sowhile everyone watches. Daviescreates messages that motivateindividuals to stand up, speak out,and take action, influencing theapproval process at all levels. Fromredeveloping controversial naturalresource extraction and miningprojects, to permitting energy facil-ities in sensitive environments,Davies uses authentic grassroots togenerate real results. Our uniqueapproach to research, messagedevelopment and targeted outreach,using all communication channels,has resulted in a 96% success ratefor our clients.We’ve turned more than 450

controversial public affairs issuesinto wins for our clients. There's notime for a learning curve when con-troversial issues threaten the suc-cess of your project. To ensure youhave the right messages, strategyand tactics to win, we’re standingby at DaviesPublicAffairs.com.Since 1983, Davies has consis-

tently ranked among the top strate-

gic communications firms, placingin the top 25 nationally and receiv-ing hundreds of industry awards.Davies offers public affairs expert-ise across multiple industries, withfive specialized practice areas inEnergy, Mining, Pharma/Biotech,Real Estate & Crisis Management.Clients include Fortune 100 com-panies and top names in 46 states.

THE DILENSCHNEIDER

GROUP

MetLife Building200 Park Avenue, 26th FloorNew York, NY 10166212/922-0900Fax: 212/[email protected]

Robert L. Dilenschneider,President and CEO

The Dilenschneider Group,headquartered in New York andChicago, provides personal serviceto a limited and select number ofclients. The Group has provenlinks in all major world capitals andin all major U.S. cities.The firm brings to clients a level

of communications counsel andcreativity and an exposure to con-tacts, networks and relationshipsthat are not available elsewhere.The Dilenschneider Group pro-

vides access for clients to the finestcommunications professionals inthe world, with experience in fieldsranging from crisis communica-tions to mergers and acquisitionsand marketing, government affairsand international media.Since its founding, the firm has

provided timely and thoughtfulresearch on the important issues ofthe day. Send for a copy of ourbiannual Trend Report.

ENVIROCOMM

1300 Pennsylvania Ave. NW, #700Washington, DC 20004202/285-2639www.envirocomm.com

Envirocomm is a unique firm ofveteran counselors assembledexclusively to help corporate execu-tives deal with greening issues, andto obtain competitive advantages. Environmental affairs, energy

and climate change, and corporatesustainability are the firm’s focus.Corporate clients get a senior pro-fessional, experienced, capable andready to provide a comprehensive,

confidential analysis of a current sit-uation, or develop strategies fornear and long term objectives —and to guide through the executionprocess as much as needed to pro-duce a desired result. Our coun-selors are Tom Hellman, KenNasshan, Howard Glassroth,Colburn Aker, Shelley Spector, JimSloan, Tom Davis, and BrianThomas in the U.S., and Gijs Drögein Europe.Issues on which we have worked

range from environmental, healthand safety, product-related compli-ance, clean energy and green man-agement matters to public affairs,climate change programs, sustain-ability reports and strategic stake-holder communications on carboneconomics.You can look at our team’s cre-

dentials and sample some of ourinsights on the Envirocomm.comwebsite. E. Bruce Harrison leads the firm

and facilitates effective match-upbetween client and counselor. CallBruce at the Washington numberfor a conversation about whatyou’re interested in and how to bestutilize our green leadership team.

ETC, INC.

31 Triangle Park DriveCincinnati, OH 45246513/[email protected]

Pat Esposito, Principal,President, & CEOBethany Dale, APR, Principal,Vice President

Environmental Technologiesand Communications, Inc. is a

PROFILES OF ENVIRONMENTAL PR & PUBLIC AFFAIRS


Pat Esposito, ETC Principal,President, and CEO.

Midwest PR firm that deals exclu-sively with environmental, healthand safety issues. The firm was founded in 1994

and currently maintains a staff of25. Clients are primarily publicutilities and major manufacturerswho turn to ETC for support whenthey have an emerging EHS issue,or one that has already attractedpublic attention and concern.ETC works with industrial

clients facing state/federal consentorders for environmental pollution.ETC also provides communicationassistance to clients with construc-tion, demolition, and remediationprojects that will directly affectneighboring properties.Sometimes, clients seek assistancewhen government action shines anew light on some aspect of theiroperations. Communication plans and

strategies are custom-designed tofit the situation, and may includemedia relations, community out-reach, public meetings and involve-ment, opinion surveys, ad cam-paigns, and other forms of employ-ee/stakeholder communications.Topics range from buried wastes,contaminated buildings, impactedsoils, polluted streams, and con-taminated groundwater, safe drink-ing water, and sewage collec-tion/treatment, to plant odors, toxicemissions, and indoor air.ETC has been repeatedly recog-

nized for its outstanding work byPRSA, IABC, the InternationalAcademy of Communications Artsand Sciences/MarComm, theInternational Academy of theVisual Arts, and others in nationaland international PR award compe-titions since 1996.

FLEISHMAN -HILLARD

200 North BroadwaySt. Louis, MO 63102314/982-1700www.fleishman.com

John Graham, ChairmanDave Senay, President & CEOBill Black, Co-Chair, PA PracticeKen Fields, Co-Chair, PA Practice

Fleishman-Hillard’s worldwideteam conducts public affairs com-munications and government rela-tions programs for many of theworld’s leading corporations,NGOs and associations. The firm

provides policy analysis, lobbying,media relations, message develop-ment, coalition-building, and grass-roots advocacy. The company’sfirmwide commitment to the com-plete integration of new and tradi-tional outreach is reflected in itsapproach to public affairs advocacy.In addition to offering clients deeppolitical and policy experienceacross the globe, the firm boastsexpertise in the full range of Web2.0 techniques, including socialmedia, search engine optimizationand marketing, blogger outreachand other new media tactics.Specialties include: healthcare,

international trade and investment,homeland security, financial servic-es, technology, cyber security,telecommunications, energy, natu-ral resources, agribusiness, foodsafety, biotechnology, transporta-tion, and business-to-governmentmarketing. FH maintains a globalsustainability communicationspractice to help clients align envi-ronmental objectives with theirbusiness goals. Its worldwide net-work of sustainability practicecounselors has relevant, specificexperience in everything from car-bon policy, climate change initia-tives and capital markets, to sustain-able farming, renewable energy,sustainable communities and greenbuilding; from carbon markets togreen products, supply chain man-agement and service marketing.We work with clients in a wide

range of industries to restore orenhance their environmental repu-tation, successfully manage envi-ronmental issues and crises, sitenew facilities, and implement envi-ronmental community relationsprograms. FH professionals areexperienced with air quality, energyconservation, renewable energy,groundwater pollution, sustainabledevelopment issues, and corporateclimate response. Among our cur-rent public affairs, sustainabilityand environmental clients are:AT&T, Boy Scouts of America,Election Systems & Software,Enterprise Rent-A-Car, Exelon, FixHousing First Coalition, Holcim(U.S.), Huawei Technologies,Kinder Morgan, Olin Corporation,Peabody Energy, Tata ConsultancyServices, Embassy of Turkey andWorld Wildlife Fund.

GIBBS & SOELLPUBLIC RELATIONSWorldwide Headquarters60 East 42nd Street, 44th FloorNew York, NY 10165212/697-2600Fax: 212/697-2646

www.gibbs-soell.com

Cos Mallozzi, CEO Luke Lambert, President

Gibbs & Soell, an independentpublic relations firm since 1971,has been a trusted advisor to top-tier clients seeking effective reputa-tion management and leadershippositioning on sustainability,renewable energy and corporatesocial responsibility issues.With headquarters in New York,

offices in Chicago, Raleigh andZurich (Switzerland), and affiliatesin 30+ countries, G&S speaks thelanguage necessary to educate andprompt action among key stake-holders. We collaborate to develop strate-

gies and mobilize as a rapidresponse team of senior counselorswith relevant industry experienceto help organizations communicatetheir responsibility to the environ-ment.Our bottom line is to serve as the

outside, independent voice you cantrust. Our services include: issues

management/counseling, corporatecommunications, marketing com-munications, event marketing,employee communications, leader-ship positioning, social network-ing/digital media outreach, com-munications research and evalua-tion, and communications trainingincluding I Power™ , a proven,dynamic process for creating anddelivering insightful, influentialand high impact communications.

GOLDMAN COMMUNICATIONS

GROUP INC.

1 Bay Club Drive, 10th FloorBayside, NY 11360718/224-4133www.goldmanpr.net

Sherry Goldman, President

Goldman CommunicationsGroup provides strategic counseland public relations, crisis andissues communications, and pub-lic affairs programs to corpora-tions, non-profit associations, andlabor unions. The agency won a2009 Silver Anvil award for crisiscommunications on behalf of theWriters Guild of America, Eastduring the television and filmwriters strike. Writers Guild Eastis a long-term agency client for acomprehensive program involv-ing industry issues, national andlocal legislative outreach, and

media relations.Founded in 1996, our work

spans many client sectors. We aretrusted advisors to activist organ-ization The Workmen’s Circle,corporate healthcare’s OlstenHealth Services, and a roster ofleading business services andconsumer marketing companies.Prior to founding Goldman

Communications Group, SherryGoldman led environmental andissues programming for FirstBrands Corporation, Canon USA,100% Recycled PaperboardAssociation, Keep AmericaBeautiful, and Green Seal, spear-heading programs addressingissues including waste manage-ment, degradability, and greenmarketing.

HOPE-BECKHAMINC.

17 Executive Park Dr., Suite 600Atlanta, GA 30329404/[email protected]

David C. Van Voorhis, DirectorBusiness Development & ClientRelations

Hope-Beckham Inc. is a publicrelations agency with additionalstrengths in experiential market-ing and business consulting. Theagency provides a variety of serv-ices to its clients on a local,regional and national level. In2007, 2008 and 2009, Hope-Beckham was awardedO’Dwyer’s Top Independent PRFirms in Environmental/PublicAffairs. From methane gas to solar

energy initiatives, sustainablebusiness practices to new energysolutions, environmental initia-tives are very important to Hope-Beckham, not only from a busi-ness perspective, but from a per-sonal one.Whether communicating with a

client’s various constituencies orcreating programs and events thateffectively position an organiza-tion within the communities itserves, Hope-Beckham is knownfor its creativity and cost effec-tiveness in the arena of publicaffairs.Why choose Hope-Beckham?

We pride ourselves on our strongpublic relations and experientialmarketing execution, not justmeeting client expectations, butexceeding them, on time and onbudget.



ETC, INC.�Continued from page 23

She votes with her thumbs,and her social network follows her lead.Where does she stand on your issues?

We can get you there.

www.fleishman.com

be there.

MARX LAYNE &COMPANY

31420 Northwestern Hwy., Ste 100Farmington Hills, MI 48334248/[email protected]

Marx Layne & Company isone of Michigan’s leading inde-pendent public relations andpublic affairs agencies.Our public affairs profession-

als customize high-impactstrategies to deliver clients’messages and influence opinionon legislation, regulation andappropriations at the state andlocal levels.We’re routinely engaged by

lobbyists to reinforce theirefforts by generating con-stituent messages, news cover-age and talk show appearances,editorial commentaries, experttestimony and research studies.Our clients include publicly

traded multinational corpora-tions, mid-sized companies andsmall private practices.We’re knowledgeable in

many industries including envi-ronmental services, energy,

financial services, health-care,higher education, hospitality,legal, manufacturing, nonprofit,real estate, retail and telecom-munications.

MAYO COMMUNICATIONS

7248 Bernadine Ave., 2nd FloorWest Hills (LA), CA 91307www.mayocommunications.com

Aida Mayo, PresidentGeorge S. Mc Quade III, V.P.

Mayo Communications &MAYO PR, based in Los Angeles,with offices in New York, SanDiego and Bern, Switzerland hasbeen servicing environmental,business, governmental and enter-tainment industry clients since1995. In 2009, MAYO created amedia blitz for International TradeEducation Training Programs(ITEP) that resulted in majorgrants, including ConocoPhillips,an international, integrated energycompany to launch a recyclingcompany. MAYO has a history ofnational, international, award-winning environmental cam-paigns from Dubai, Dublin,Ireland, Switzerland to Argentina.MAYO niche: media placement,

social media and media training.MAYO offers community out-reach and award-winning educa-tion campaigns for green tech-nologies, entertainment publicity,nonprofits and Fortune 500 com-panies. For more check outwww.lacountygreen.com.

MWW GROUP

One Meadowlands PlazaEast Rutherford, NJ 07043201/507-9500www.mww.com

Michael Kempner, President &CEOWilliam P. Murray, ExecutiveVice President Public AffairsLaura Catalano, Senior VicePresident

As one of the nation’s top tenpublic relations agencies, MWWGroup is best known for itsresults-driven approach. MWWGroup’s team of public policy andpublic affairs experts are well-rec-ognized on the federal, state, andmunicipal level for our ability tomanage media issues and our net-work of relationships with a widerange of national organizationsand critical coalitions. We propelour clients’ messages to the fore-front of the public policy debateand shape the concepts that res-onate and reach the audiences thathave an impact.Following suit, MWW’s

Sustainability practice has enor-mous breadth and depth across theentire green landscape. We repre-sent non-profit environmentalorganizations and for-profit cor-porations all in the interest ofadvancing our world’s sustain-ability. As one of the first PRfirms to attain ISO 14001 certifi-cation, MWW’s Sustainabilitypractice follows from our firm’sfundamental commitment to ourplanet’s health. We work hand-in-hand with our clients to imagine,design and implement powerfuland effective environmentally-themed campaigns.

OGILVY PUBLICRELATIONSWORLDWIDE

111 Sutter Street, 11th FloorSan Francisco, CA 94104415/[email protected]

Michael Law, Managing Director

For more than twenty years,

Ogilvy PR has helped clientsdevelop and communicatemeaningful sustainability andenvironmental initiatives.Ogilvy Earth, our global sus-tainability offering ensures aconsistent yet locally relevantapproach to sustainability frommarket to market. Our expertsbring unique insights about theshifting environmental commu-nications landscape and com-bine in-depth knowledge of sus-tainability with expertise help-ing corporations reach stake-holders – employees, con-sumers, governments, localcommunities, media, customers,suppliers and investors. The agency helps our clients

navigate this complex andchanging environment througha variety of services includingstrategic planning and develop-ment, partnership identificationand outreach, and internal andexternal communications.We take a 360-degree

approach to communications;offering our clients publicaffairs, public relations, govern-ment relations, digital commu-nications and advertising solu-tions. Ogilvy PR’s roster ofclients includes Fortune 100companies, global multination-als, government organizations,non-profit organizations andleading industry trade associa-tions.

PEPPERCOM

470 Park Avenue SouthNew York, NY 10016212/931-6100www.peppercom.com

Steven Cody and Edward Moed,Managing Partners

Peppercom is a mid-sized com-munications agency that spe-cializes in developing strategicand creative PR programs forclean tech companies as well asworking with Fortune 1000 cor-porations that are transforminginto “green” companies andneed environmental PR support.Peppercom’s GreenPepperoffering focuses exclusively on“green” initiatives such as help-ing diversified manufacturersidentify ways to leverage theircurrent efforts to position them-selves as part of the green econ-omy. Additionally,GreenPepper provides guidanceto clean tech start-ups in devel-oping their communicationsplatform. In addition to



MAYO Communications, Los Angeles produced the media launch for anew recycling business at the ConocoPhillips Inc. Refinery for a newstudent run and managed business. ConocoPhillips donated $10,000 tothe startup. (L-R) Tony Cordero, PA Mgr., ConocoPhillips, Inc.; KristinWisdom, Environmental Services Supervisor; Banning High SchoolJunior Javiar Bustamonte; CEO & Founder Carol Rowen, InternationalTrade Education Programs (ITEP); Ruby Beuno, Banning High SchoolJunior and Head Counselor George Kolarov, Banning High School.

Photo by George S. McQuade III.


GreenPepper, Peppercom’sservices include a positioningprogram designed to differenti-ate a client from its competitiveset, a crisis management pro-gram called CrisisRx, digitalprograms through PepperDigitaland Pain-Based Selling, a pro-gram that identifies the gapbetween perception and realityof what clients are thinking.Peppercom is ranked among

the top 20 largest independentPR firms in the U.S. Clients pastand present include Solazyme,Honeywell UOP, GE Energy,Ricoh Americas Corporation,Steelcase, Green AlphaAdvisors, and the AmericanInstitute of Architects (focusingon “green” buildings).

PERITUS

200 South Fifth Street, Suite 503Louisville, KY 40202502/585-3919www.perituspr.com

Peritus is widely recognized forits ability to create and implementstrategic winning solutions forclients through disciplined andethical advocacy. We provide lay-ered expertise in public affairs,public relations, marketing andcreative services. Established inthe 1990s, the firm quickly distin-guished itself as a leader inalliance development, crisis com-munication, grassroots &grasstops campaigns, litigationsupport and strategic counseling.At Peritus, we pride ourselves onthe ability to engineer the rightsolutions and our relentless effortto keep clients on the fast track tosuccess. With offices across theMidwest, clients across the nationand more than a century of com-bined experience, we’ve devel-oped an impressive staff with afighting spirit and vast, influentialnetworks. We find the right mixof public affairs, media relationsand grassroots strategies to suc-ceed. Peritus has executed suc-cessful campaigns for notableclients such as ArystaLifeScience, Pfizer, PhRMA andFord.

PORTER NOVELLI

Owned by Omnicom75 Varick StreetNew York, NY 10013212/601-8000Fax: 212/601-8101www.porternovelli.com

Gary Stockman, CEOCatherine “Kiki” McLean,

Partner, Global Head of PublicAffairs, Managing Director

Porter Novelli Public Affairscombines political, policy andmedia expertise into a nationalnetwork of experienced profes-sionals with a track record ofwinning tough battles for a widerange of clients. Our collectivewisdom, expertise and networkof contacts in public policy andmedia circles give us an intimateunderstanding of today’s publicaffairs challenges and the oppor-tunities that lie ahead. At anymoment, we can assemble anideal combination of skills, expe-rience and resources to meet ourclients’ specific needs and helptheir stakeholders change theirattitudes, beliefs and behaviors. We bring to the table a win-

ning track record in managingtough, multi-faceted campaignswhere our clients’ messages werenot readily apparent or whereconventional wisdom assumedvictory for the other side beforethe campaign had even begun.Whether it is a high profile

issue in the U.S. Congress, acampaign to educate policymak-ers and the public about the valueand contributions of a particularindustry, or a state referendum orballot initiative, our expertise isevidenced by our passion forwinning and our record of suc-cess. Our Washington, D.C. office is

home to seasoned professionalsworking within our publicaffairs, consumer marketing,food and nutrition, environmen-tal, health care and social market-ing practices. Our global corpo-rate social responsibility andenvironmental communicationsteam, which includes colleaguesbased across the network, offersdeep expertise and insightsacross the broad spectrum of sus-tainable business practices forclients, from those who are justbeginning to organize aroundthose issues to those who havebeen “doing the right thing” buthave not yet successfully lever-aged this with their most impor-tant audiences. Our strategicplanning and research unit worksacross practice areas and servesas the national headquarters forour proprietary Porter NovelliStyles research offerings. Ourannual Consumer Styles surveyhas become a must-have barome-ter for dozens of our clients indetermining the attitudes andawareness of over 10,000 con-sumers across a broad spectrumof issues and topics.

POWELL TATE

700 13th Street NWWashington, DC 20005www.powelltate.com

Pam Jenkins, President

Powell Tate, based inWashington, D.C., is one of themost respected names in publicaffairs. Established in 1991 as abipartisan firm, Powell Tate con-tinues to recruit top communica-tions and policy experts fromboth parties on Capitol Hill, theWhite House, federal agencies,trade associations, advocacyorganizations and the media. Nomatter which party controlsCongress, Powell Tate profes-sionals help craft and deliverpowerful messages and activateadvocates to achieve results. While Powell Tate can help

clients reach top opinion leadersin Washington, the agency alsospecializes in state and local pub-lic affairs campaigns and grass-roots outreach, especially throughinteractive media and advocacy.Major areas of expertise includeenergy and environment, health-care, non-profit advocacy, finan-cial services, education, interna-tional communications anddefense. The firm also special-izes in crisis and litigation com-munications, and partners withnumerous law and lobbying firmsto help clients communicate andbuild support among policymak-

ers, advocates and the generalpublic.A unit of Weber Shandwick,

Powell Tate’s team includes 400public affairs professionals glob-ally.

RASKY BAERLEINSTRATEGIC

COMMUNICATIONS

70 Franklin Street, 3rd FloorBoston, MA 02110617/443-9933 – Boston office202/530-7700 – Wash., D.C. officewww.rasky.com

Joe Baerlein, PresidentGeorge Cronin, Principal, SeniorVice President, Public AffairsJim Cabot, Senior VicePresident, Energy andEnvironment

Rasky Baerlein StrategicCommunications is a nationallyrecognized public and govern-ment relations firm with morethan a decade of experience pro-viding exceptional client serviceto organizations that operate atthe intersection of business, poli-tics and media. With offices inBoston and Washington, D.C., thefirm offers a comprehensiverange of services, including ballotinitiative management, corporatecommunications, communityrelations, crisis and reputationmanagement, grassroots organiz-ing, investor relations, litigationsupport, lobbying, and public sec-



Peritus: We’re where our clients need us … behind the scene or onthe front line.

tor business development.Rasky Baerlein’s Public

Affairs practice has extensiveexperience representing multi-national clients’ interests beforelocal, state and federal govern-ments, and can help you takeadvantage of the strong relation-ships we have built with electedand appointed government offi-cials in both New England and onCapitol Hill. The Energy and Environment

practice excels in helping clientsachieve their business objectivesthrough integrated communica-tions strategies, working withcompanies ranging from largeutilities to clean tech start-upsand a burgeoning roster of renew-able energy companies. The firm has served and is

serving a broad range of clientsincluding: American Council onRenewable Energy, Boston-Power, Covanta Energy, Eli Lilly& Company, Fidelity FinancialNational, First Wind, GDF SUEZEnergy North America,MediCom, Toyota and Viridity.

RF | BINDER PARTNERS

950 Third Ave., 7th FloorNew York, NY 10022212/[email protected] www.rfbinder.com

David Kalson, Exec. ManagingDirector

The environment has becomeone of the defining issues of ourera, and RF|Binder continues tobe at the forefront of this historic

trend. We have decades of experi-ence helping companies to defineand project their environmentaland related energy positionswhile working with them to man-age environmental crises andissues. Beginning from a firm scientif-

ic orientation, RF|Binder helpsour clients communicate on ener-gy and environmental topicscredibly and strategically, whileavoiding or blunting the manychallenges posed by an increas-ingly skeptical media, sometimeshostile activist groups,NIMBYism, warring scientificopinions and an often confusedpublic and policy makers. RF|Binder’s current and recent

environmental clients include:Bank of America, Dunkin’Brands, Staples, Entergy, NRG,Bosch, Cotton Incorporated andthe Newspaper Association ofAmerica.

ROGERS & COWAN

PACIFIC DESIGN CENTER8687 Melrose Ave., 7th FloorLos Angeles, CA 90069310/854-8117Fax: 310/854-8106www.rogersandcowan.com

Tom Tardio, CEO

Rogers & Cowan is the leadingentertainment marketing and PRagency with U.S. offices in LosAngeles and New York. We offerclients a proven approach to build-ing awareness and support fortheir environmental and publicaffairs initiatives by leveraging thepowerful influences of the enter-tainment industry coupled with astrong corporate and trade PRstrategy. Our team manages and executes

environmental PR and PA cam-

paigns for clients in the technolo-gy, entertainment, food and bever-age, automotive, aviation and non-profit industries, includingFortune 500 companies, philan-thropies and organizations, tradeassociations, filmmakers and dis-tributors and international celebri-ties and recording artists. Whether we are supporting the

launch of Hangar 25, the world’sfirst solar-powered aircraft facilityat the Burbank airport; raisingawareness for the Green BusinessRoundtable, a public/private greenevent featuring former PresidentBill Clinton and Los Angeles pub-lic officials; building excitementfor the eco-documentary “The Ageof Stupid”; or securing media cov-erage for Fisker Automotive, asthe first green, luxury Americancar company, we provide ourclients with the PR and marketingstrategies, access and relationshipsto secure the right print, broadcastand social media coverage withthe right messaging to helpclients’ promote their various ini-tiatives. Some clients/projects have

included Cabo Sao Roque Resort,Natural Resources DefenseCouncil, Shangri-La Construction:Hangar 25, Green BusinessRoundtable, Fisker Karma, eco-

doc “The Age of Stupid,”Children’s Health EnvironmentalCoalition featuring OliviaNewton-John and Kelly Preston,Rolling Stones Benefit Concert forNRDC, Bloomberg News WhiteHouse Correspondent’s DinnerAfter Party, and Texas InstrumentsLED TV.

RUDER FINN

301 East 57th StreetNew York, NY 10022www.ruderfinn.com

1667 K Street NWWashington, D.C. 20006

Anne Glauber, New York officeJessica Ross, Washington D.C.office

Ruder Finn is an independent,US based public relations firmwith over sixty years of experi-ence. Ruder Finn’s commitmentto environmental issues is at thecore of much of its practice. Asissues of climate change andrenewable energy are top-of mindfor policy makers, Ruder Finn’spublic affairs practice has the



RASKY BAERLEIN�Continued from page 27

Rogers & Cowan hosts the Green Business Roundtable at Hangar25/Burbank Airport, the world’s first LEED Platinum certified aviationhangar.


1,850 FIRMS LISTED IN 2010 DIRECTORY

INCLUDES 300 IN 48 COUNTRIES!

Only $95 for the 400-page 2010 O’Dwyer’s Directory of Public Relations Firms

O’Dwyer’s Directory gives you quick access tolarge, medium-sized, and small PR firms and evenexperienced freelancers who work out of theirhomes. Whether you seek a long-term, worldwiderelationship or need extra help on a project,O’Dwyer’s Directory is the place to shop.

• Public Relations

• Social Media

• Branding

• Investor Relations

• Employee Communications

• Internet PR

• Product Publicity

• Crisis Communications

• Integrated Marketing

• Corporate Advertising

• Lobbying

• Proxy Solicitation

• International PR

Listed firms have expertise in:

Why O’Dwyer’s Directory ofPR Firms is so popular ...

Has brought billions of dollars in

business to PR firms.

Authoritative industry rankings, based on

CPA statements, tax returns.

Separate rankings for independent and

ad agency-related PR operations.

Firms ranked by 17 geographical regions in

the U.S.

Leaders ranked in 12 specialized categories:

agriculture, beauty & fashion, entertainment,

environmental/PA, financial, food & beverage,

healthcare, home furnishings, professional

svcs., sports/leisure, technology and travel.

Easy-to-use, PR firms sorted geographically

and by 17 types of PR specialties. Firms listed

alphabetically.

Articles on how to hire and use a PR firm by

industry experts Jack O’Dwyer and Fraser

Seitel.

7,000+ clients are cross-indexed. O’Dwyer’s

Directory of PR firms is the only place you

can look up a company and determine its

outside counsel.

!!

!!

!!

!!

!!

!!

!!

!!

“O’Dwyer’s Directory of PRfirms is the finest source ofinformation on PR firms.”

- Howard Rubenstein, President,Rubenstein Assocs.

“The first source we turn to whendoing an ad agency search.”

- Stan Beals, Jones Lundin Beals

“The O’Dwyer Directory is an excellent tool when searching

for outside PR counsel.”

- Art Stevens, Managing Partner,StevensGouldPincus LLC

“Up-to-date, indispensableresource. Saves time and money.Every PR pro should have one.”

- Robert L. Dilenschneider, TheDilenschneider Group

“A phenominal job-seeking aid.”

- Marie Raperto, The CantorConcern

“Single most important sourceof information on PR firms.”

- Thomas L. Harris, Author,Choosing and Working

with your PR firm

ORDER PR’S MOST USEFUL DIRECTORY!

Order online at www.odwyerpr.com or call (212) 679-2471

T h e A m e r i c a s • E u r o p e • A s i a P a c i f i c • M i d d l e E a s t w w w . r u d e r f i n n . c o m

rfrelate@ruderfi nn.com

socialstorytelling

socialnetworking

socialactivation

knowledge and the relationshipsto position clients in these evolv-ing areas. Whether it is creatingthe alliances needed for legisla-tive or regulatory change, profilebuilding and leadership position-ing on dynamic and emergingissues, communicating effective-

ly with stakeholders, or creatingaudibility and visibility for clientsin the media and the marketplaceof ideas, Ruder Finn has the expe-rience to ensure a meaningfulimpact. Working in concert with the

public affairs practice, RuderFinn’s Global IssuesCommunications practicebrings years of experience and awealth of knowledge in theenvironmental arena. Awardwinning work with corporationsand Non-GovernmentalOrganizations in the greenspace sets Ruder Finn apart.Environmental clients haveincluded Global Green USA,the U.S. affiliate of Green CrossInternational founded byMikhail Gorbachev; NorskHydro, a leading Norwegianlight metals and energy compa-ny; Det Norske Veritas, aNorwegian institute that pro-vides a system to measuregreenhouse gas emissionsreductions and the UnitedNations EnvironmentalProgram, among others. In therenewable energy sector, RuderFinn has worked with theSolena Group, a worldwide pro-ducer of energy from biomassand Acciona Energy NorthAmerica, a wholly owned sub-sidiary of Acciona, one of theworld’s largest producers ofrenewable energy.Ruder Finn is currently work-

ing with Silver Spring net-

works, a leader in the smart gridindustry; MiaSole, a maker ofthin-film solar panel products;and OwnEnergy, a company thatpartners with landowners todevelop renewable energy windprojects.For more information go to

www.ruderfinn.com/i/renewableenergy or call Anne Glauber,EVP, (212) 593 6481.

SCHNEIDER ASSOCIATES

2 Oliver Street, Suite 901Boston, MA 02109617/536-3300www.schneiderpr.com

Joan Schneider, PresidentPhil Pennellatore, EVP/Partner,Corporate/Public Affairs Practice

Now in its 30th year, SchneiderAssociates implements a propri-etary process known asCommunity Launch to developpublic affairs campaigns onbehalf of premier commercial,retail and residential real estatedevelopers, as well as corpora-tions, nonprofits and municipali-ties. The firm has demonstratedexpertise in building public sup-port to ensure that client projectssuccessfully move forwardthrough the public process.Schneider Associates’ clientsinclude prominent firms such asPatriot Partners, Equity Office,National Development,Nordblom Company, CampanelliCompanies and FHO Partners.Additionally, Schneider’s workincludes issues advocacy onbehalf of communities, non prof-its, and municipalities including,the City of Boston, ESAC andBoston 2010. Learn more abouthow Schneider Associateslaunches products, services, com-panies and communities in thecorporate and public affairs realmat www.schneiderpr.com

STANTON COMMUNICATIONS

1150 Connecticut Ave. NW, Suite 810Washington, DC 20036Phone: 202/223-4933www.stantoncomm.com

Catherine Imus, ManagingDirector, Public Affairs

Stanton Communicationsapplies its expertise in mediarelations, coalition building,digital media and grassroots

outreach to serve an internation-al list of clients from a broadrange of industries. Based inWashington, D.C., our PublicAffairs Group is comprised ofskilled strategists with the expe-rience to tackle some of thetoughest challenges in the leg-islative and regulatory arenas. Our programs also encom-

pass: Community Engagement,Issue Advertising, Polling andResearch, SpokespersonTraining.Our emphasis is on the direct

involvement of senior profes-sionals with the ability anddepth to manage complex cam-paigns.

STRATACOMM

One Thomas Circle, 10th FloorWashington, DC 20005202/289-2001www.stratacomm.net

Ron DeFore, Principal, SeniorPartnerBill Buff, EVP, Senior PartnerJohn Fitzpatrick, EVP, SeniorPartner

Michigan office:Sharon Hegarty, Managing Dir.,SVP, PartnerKim Skeltis, Managing Dir., SVP,Partner

Stratacomm is a full-servicestrategic communications firmthat helps clients educate, per-suade and motivate people todrive results. Public affairsexpertise includes energy andenvironment, transportation,infrastructure and education,among others. Using research toguide the way, we match pas-sion with expertise to createintegrated communicationscampaigns that raise awareness,enhance reputation, shape poli-cy and build market share.While independently managed,we are part of the Fleishman-Hillard international network,offering the personal serviceand value of a boutique agencywith the reach and resources ofa global company. Most of ourclients are long-term, repeatcustomers. We consider clientloyalty to be our true measure ofsuccess. Select clients include: U.S.

Department of Energy, smart[car] USA, National RailroadPassenger Corporation(Amtrak), Hearth, Patio &Barbecue Association, theAluminum Association, the



Catherine Imus, ManagingDirector, Public Affairs forStanton Communications

RUDER FINN�Continued from page 28

“Schneider Associates’ Phil Pennellatore, EVP/partner (left), andJoan Schneider, APR, president and creative director (right), engagewith clients and colleagues at a public relations event in Boston.”


DIRECT MAILLEADERS FOR OVER 20YEARS

THE MOST EXTENSIVE OFFERING OF SERVICES IN THE INDUSTRY...

WE DELIVER ON YOUR DIRECT MAILING & PRINTING NEEDS

100% OF THE TIME. HOW CAN WE HELP YOU?

520 8th Avenue, 14th F loor New York, New York 10018

DIRECT MAIL PRINTING

DATABASE

NCOA

FULFILLMENT PRESS KITS

TARGETER®

Passenger Corporation (Amtrak),Hearth, Patio & BarbecueAssociation, the AluminumAssociation, the DefenseAdvancedResearch Projects Agency(DARPA), Woodrow WilsonBridge Project, the University of

Michigan’s Ross School ofBusiness Executive Education andthe Brazilian Sugarcane IndustryAssociation.

WEBERSHANDWICK

605 5th Avenue S., Suite 900Seattle, WA 98104www.webershandwick.com

William Brent, Senior VicePresident, Cleantech

Weber Shandwick’s internation-al Cleantech practice boasts a teamof 50 professionals who providestrategic, integrated communica-tions services to leading andemerging companies in theCleantech space.Weber Shandwick’s Cleantech

practice, started in 2005, has unri-valed expertise in B-to-B and B-to-C clean technology marketing andcommunications. We counselclients in a range of sectors: low-carbon energy such as solar andwind, smart grid, building materi-als, water, power storage, smarttransportation, green IT, alternativefuels and carbon management.Andwe offer these clients integratedmarketing services that includegovernment relations, corporatereputation and thought leadership,public affairs, social and digitalmedia and investor relations.Current clients include eMeter,

Cobalt Technologies, Siemens,Honeywell and Windtronics.The group is under the global

leadership of William Brent, seniorvice president located on the WestCoast. Mr. Brent is a respectedmember of the Cleantech commu-nity and pioneer in Cleantech com-munication. He is a founder of theClean Economy Network, an advi-

sor to the Cleantech Law andBusiness Review, and a boardmember of the US-China CleanEnergy Forum.

WIDMEYERCOMMUNICATIONS

1129 20th Street, NW, Suite 200Washington, DC 20036202/[email protected]

Ben Finzel, Senior VicePresident, Public Affairs

Widmeyer Communications is afiercely independent full-servicecommunications firm with officesin Washington, D.C. and NewYork.Widmeyer provides research-based strategy and planning, publicrelations, advertising, creative anddigital expertise to clients withneeds in public affairs, health, edu-cation, arts and culture, environ-ment, transportation and more.Communications fosters knowl-

edge. Knowledge creates power. Inthe context of national, state orlocal public affairs, power canaffect change, alter perceptions,advance an initiative or stop it in itstracks.Widmeyer understands how to

create powerful communicationsprograms and leverage them forour clients’benefit. We help clientsengage clearly and effectivelywhen public opinion, law or regula-tion is at stake. We call what we doPower Public Affairs, a focused,effective practice group built onthree “engines” that drive the U.S.on a daily basis: Energy,Environment and the Economy.We help companies, associa-

tions, coalitions and organizationscommunicate about these coreissues in a 21st century context thatincludes a solid grounding inresearch, use of the latest digitalcommunication tools and a funda-mental understanding of the waysin which these core issues impact— and are impacted by — theworld around us.We provide efficient, effective

communications advice and coun-sel that delivers results. We’reready to help you harness thepower of these engines for yourorganization.

XENOPHONSTRATEGIES, INC.

1625 Eye Street NW, 6th FloorWashington DC, 20006202/289-4001

www.XenophonStrategies.com

Xenophon Strategies is a fullservice strategic communicationsfirm specializing in public rela-tions, public affairs, crisis com-munications and governmentaffairs. The agency won the cov-eted PRSA Silver Anvil in 2009for the “Best Public AffairsCampaign of the Year” forXenophon’s work on the “StopOil Speculation Now” campaign.Xenophon’s clients include“Fortune 500” companies, tradeassociations, the federal govern-ment and not-for-profit organiza-tions.Xenophon’s professionals can

manage all aspects of a publicaffairs campaign including,issues support, grassroots advo-cacy, grasstops outreach, coali-tion development, media rela-tions, advertising, social mediacommunity development andengagement, and website cre-ation.Award winning work is what

we do. Call us to learn how wecan help manage your toughissues and build campaigns toachieve your public affairs goals.

ZEPPOS &ASSOCIATES

400 E. Mason St., #200Milwaukee, WI 53202414/276-6237Fax: 414/[email protected]

Zeppos & Associates is anindependent firm with demon-strated success in environmentalPR and public affairs. TheWisconsin-based firm has repre-sented industry, environmentalgroups and associations on vari-ous natural resource issues.Wisconsin’s lakes, forests andwilderness areas present signifi-cant communications challengesin a strict regulatory climate.Zeppos & Associates has workedon issues relating to PCBs, tim-ber, agriculture, alternative fuels,development, landfills, utilities,mining, wetland mitigation, infra-structure and more. The profes-sional team at Zeppos &Associates has a background ingovernment and the media andprovides services that includecommunity outreach, crisis com-munications, media rela-tions, social media, grassrootsorganization, government rela-tions and more. �



Zeppos & Associates’ Senior Account Team includes BrennaKriviskey Sadler, Vice President; Lauren Olstad, Account Executive;and Brian Knox, Vice President.

STRATACOMM�Continued from page 30

Improve yourPR I.Q. in 2010Subscribe toodwyerpr.comfor $150/year

GET 2FREEGIFTS!

Get these 2 FREEpublications

O’Dwyer’s2009 Directoryof PR Firms&

O’Dwyer’sMagazine(one year sub.)

Subscribe at odwyerpr.com orcall toll free: 866/395-7710

FebMagazine:Layout 1 2/22/10 10:51 AM

11..

22..

33..

44..

55..

66..

77..

88..

99..

1100..

1111..

1122..

1133..

1144..

1155..

1166..

1177..

1188..

1199..

2200..

2211..

2222..

$64,028,750

16,860,000

12,500,000

6,650,000

6,045,965

4,175,000

3,898,069

2,405,342

2,348,211

2,269,969

2,240,000

2,238,031

1,737,558

1,505,852

1,230,887

1,228,346

1,014,355

1,000,000

937,082

912,500

895,669

888,894

Edelman New York

APCO Worldwide Wash., D.C.

Ruder Finn New York

Davies Santa Barbara, CA

Cerrell Assocs. Los Angeles

Widmeyer Comms. Wash., D.C.

Rasky Baerlein Boston

PainePR Los Angeles

Adfero Group Wash., D.C.

Ron Sachs Comms. Tallahassee

DKC New York

Peppercom New York

KCSA Strategic Comms. New York

Xenophon Strategies Wash., D.C.

Vollmer PR Houston

Solem & Assocs. San Francisco

Pierpont Comms. Houston

Gregory FCA Comms. Ardmore, P.A.

McNeely Pigott & Fox Nashville

Kaplow Comms. New York

RF | Binder Partners New York

Levick Strategic Comms. Wash., D.C.

FFiirrmm 22000088 NNeett FFeeeess

O’DWYER’S RANKINGSTOP ENVIRONMENTAL & PUBLIC AFFAIRS FIRMS

© Copyright 2009 The J.R. O'Dwyer Co.

2233..

2244..

2255..

2266..

2277..

2288..

2299..

3300..

3311..

3322..

3333..

3344..

3355..

3366..

3377..

3388..

3399..

4400..

4411..

4422..

4433..

4444..

Paul Werth Assocs. Columbus, OH

Charleston|Orwig Hartland, WI

rbb Public Relations Miami

Qorvis Comms. Wash., D.C.

Cashman & Katz Glastonbury, CT

Lambert, Edwards Grand Rapids

Moore Consulting Tallahassee

Zeppos & Assocs. Milwaukee

Vandiver Group St. Louis

Middleberg Comms. New York

Seigenthaler PR Nashville

Travers, Collins & Co. Buffalo

CooperKatz & Co. New York

Zeno Group New York

Kwittken & Co. New York

Padilla Speer Beardsley Minneapolis

French|West|Vaughan Raleigh

Hope-Beckham Atlanta

Landis Comms. San Francisco

JohnstonWells PR Denver

Rogers Group Los Angeles

Calypso Comms. Portsmouth, NH

869,100

860,381

690,722

588,010

560,000

537,629

535,847

520,205

356,000

300,000

288,829

277,350

270,867

249,593

227,226

206,500

175,000

150,477

146,500

124,000

111,598

74,211

FFiirrmm 22000088 NNeett FFeeeess


Disclosure is a dilemma frequentlyfaced by PR people. In the practiceof PR, disclosure is good, withhold-

ing is bad.That’s axiomatic if you believe — and

you’d better if you’rein PR — that it makessense to let peopleknow what yourorganization is doingand why. But PR peo-ple get paid for pro-viding strategic coun-sel on whether andwhen disclosure isadvisable. The pointis that voluntary dis-closure isn’t alwaysthe best solution. PR strategy, by its

nature, is nuanced. Asmart counselor willalways weigh poten-

tial impact to the client of a) spilling yourguts vs. b) laying back. Here’s a little case study that will punctu-

ate the point. Just as in real life, there’s no“right” or “wrong” answer. Rather, you’vegot to make a judgment. That, after all, iswhat PR advice really comes down to. What would you advise in this case? Your client is the historic Heavenly

Hearth restaurant and banquet hall, one ofthe city’s largest and most venerable confer-ence and celebration venues. The owner ofthe facility is the renowned Shmaltzmanfamily, who also owns the local football sta-dium and professional team. A month ago, the Shmaltzmans closed

the Heavenly Hearth to begin a $100 mil-lion renovation, which ultimately mightemploy 100 or so of the 200 union workersregularly working at the facility. TheShmaltzmans announced the planned reno-vation on the Heavenly Hearth website andput signs in the facility’s windows, suggest-ing a grand post-renovation reopening in2011. Last week, Sandy Shmaltzman called

you and said she and her family had achange of heart. In light of the depressedeconomy, building industry slowdown andtepid consumer spending on hospitality, theShmaltzmans had decided to stop the reno-vation immediately and take some time to

consider what to do with the property. “The union will be all over us,” she tells

you. “So I presume we better get a pressrelease out right away. Right?”In public relations, the customer isn’t

always right. That’s why you get paid. Inthis case, let’s dissect — through a series ofquestions — whether “sending out a pressrelease” makes sense. First, once a release goes out on the deci-

sion to stop the renovation, will it getpicked up?Answer: You bet. The Shmaltzmans are

one of the city’s most respected families.The Heavenly Hearth is a well known loca-tion. The news that a renovation that wouldhave employed 100 people is suddenlyceasing is, in fact, “news.” Second, will the news of the renovation

story be “good” or “bad” for the client?Answer: Bad. There’s nothing positive

about canceling jobs in this perilous envi-ronment. It just indicates that the economycontinues to falter and people continue tosuffer. The client won’t look good at all. So, should the client wish to see the story

in the paper?Answer: Of course not. The

Shmaltzmans would be best off if the storynever appeared in the media. It’s “badnews” for them and for the community. Sokeeping it out of the media would be best.But how can you guarantee the story

won’t make the media?Answer: You can’t. In PR, there are no

“guarantees.” So what can you do to helpkeep it out of the media?Answer: You can prepare a “standby

statement,” to hold in reserve, that you areready to use if the media call. The statementshould be explanatory, factual and non-defensive. If the media don’t call, youshould still tell the union immediately thatyou’ve decided to stop the renovation. Andput the news on the website — just as youdid when the renovation plans wereannounced. But what if the union leaks the news to

the media?Answer: You respond to reporter ques-

tions with your standby statement. Do you email the statement or read it to

reporters?Answer: Neither. You “talk” it, conver-

sationally. The point is that the decision not to go

ahead with the renovation in an uncertaineconomic climate was a prudent and sensi-ble one. Accordingly, the PR strategyshould reflect that this was a matter-of-factdecision made in the normal course ofdoing business. �

Fraser P. Seitel hasbeen a communicationsconsultant, author andteacher for 30 years. Heis the author of thePrentice-Hall text, ThePractice of PublicRelations.

To disclose or not to discloseBy Fraser Seitel

Professional DevelopmentOPINION

Omega World Travel is a service-oriented company. Our goal is to be your #1 resource for every aspect of travel, including online services. Our professional team is dedicated to making every travel experience an easy, secure and successful one. Let us guide you on your way, all the way!

212-563-3500 • OmegaNewYork.comWorld Headquarters • 3102 Omega Office Park, Fairfax, Va., 22031• 703-359-0200

Celebrating37 Years

888-333-3116

We Are Your #1Travel Resource - Try Us

Find out about cruises sailing from New Yorkand other worldwide destinations

• Business Travel

• Vacation Travel

• Meetings & Incentives

• Convention Planners

• Government & Military Travel

• Consultation Services

• Global Network

• International Services

• One of the Largest Travel Companies Worldwide

• Over 100 Offices Worldwide Headquartered in the Washington DC Area

Omega Makes the Difference

We Are Your #1Travel Resource - Try Us

Gloria BohanPresident & Founder


There comes a time in the lifecycle of a PR agency when thethought of global expansion is

considered. Global expansionmay be nothingmore than workingon a project for aforeign company oropening an officein a foreign coun-try. There are manybusiness andincome tax consid-erations that mustbe taken whengoing global.First stepA United States(US) company that

wishes to market its products abroadmay initially export its productsthrough independent brokers or distrib-utors. The cost of such an arrangementincludes the need to share profits withthe intermediary and the loss of controlover the sale and distribution func-tions. Eventually, a US company maywish to bring the foreign marketingfunction in-house by having USemployees travel abroad or employlocal foreign nationals. The next logi-cal step is to establish a branch (a divi-sion of the US Company) or even anentity similar to a US corporation.This process is no different for a PR

agency. If, for example, a Canadianclient is obtained, US employees maytravel to Canada to perform services atthe client business location.Alternatively, if the PR agency is partof a “network,” the local office of thenetwork may perform the services.Depending on circumstances, it maymake sense for the US PR agency toestablish an office in the foreign juris-diction by acquiring an establishedagency or opening its own office andhiring local professionals.The US and foreign tax regimeWhen a US company or person per-

forms services in a foreign country,that person may be subject to tax by theforeign government and the US gov-ernment. Some foreign countries donot tax the income earned by resident

persons outside the home country. Thisconcept is commonly referred to as a“territorial” tax system. Unfortunately,the US operates on a “credit system.”This generally means that all income istaxed regardless of where earned. Adouble taxation problem usually ariseswhen a taxpayer has a relationship withone country (the home country) andderives income from sources withinanother country (the host country). Thehost country will usually assert juris-diction on the basis of its economicrelationship with the taxpayer. Thehome country will also assert jurisdic-tion over the income on the basis of itspersonal relationship with the taxpayer.So, where does this all take us?Potential double taxation: both thehome and host country looking to taxthe same income. Traditionally, it hasbeen up to the home country to solvethe double taxation problem of its citi-zens and residents. The US tries toovercome this problem by using a cred-it system.Credit systemUnder a credit system, the home

country taxes the foreign income, butallows a credit for the taxes paid onincome earned in the host country. Ineffect, the home country (in this casethe US) asserts secondary jurisdictionover the foreign income of its US citi-zens and residents. The claim is sec-ondary in the sense that taxpayers areallowed to claim a foreign tax credit tothe extent their foreign income is taxedby the host country. The net result isthat foreign income is taxed only onceat the higher of the host or home coun-try’s tax rate. For example, if the homecountry tax rate is 35% and the hostcountry 25%, the global tax rate will be35%. If on the other hand, the homecountry tax rate is 20% and the hostcountry 35%, the global rate will stillbe 35%. Under a territorial system, theincome would only be taxed at the hostcountry rate, 20% or 35% as the casemay be. A case studyAssume a US PR agency obtains a

new client in Canada. The US agencyfee is $200,000 and will require itsemployees to visit the client on siteabout 60% of the time. Accordingly,$120,000 ($200,000 times 60%) isdeemed foreign source (Canadian)income and balance US source income.

All the income is subject to US taxa-tion as previously indicated. The issueor question is what is subject toCanadian taxation?Check treatyThe first step should be to consult

your CPA or tax lawyer. Many CPAsand lawyers in the US are familiar withCanada’s tax system or have offices oftheir own in Canada. Nevertheless, youmay want to perform some of your ownresearch. The first stop is the incometax treaty between the US and Canada.What is the purpose of a tax treaty?

The major purpose of an income taxtreaty is to mitigate international dou-ble taxation through reductions of onetreaty country from sources within theother treaty country. The US currentlyhas treaties with approximately sixtycountries, including all our major trad-ing partners. Just Google the phrase“Canada US Tax Treaty” and you willfind a wealth of information. You willalso find IRS Publication 597 that willgive you more information about thetax treaty.The tax treaty provides that income

from services performed is taxed inCanada if they are attributable to a“permanent establishment.”Accordingly, it does seem there may bean exemption to being taxed in Canada. Permanent establishmentIt seems that if the US PR agency

does not have a so called permanentestablishment in Canada there will beno tax due. On the other hand, if thereis a permanent establishment, the USPR agency will be subject to taxationin Canada. A permanent establishmentmay exist if the US PR agency has aplace of management, a branch, or anoffice in Canada. In our case study, weassumed a permanent establishmentdoes not exist and therefore the US PRagency will only be subject to taxationin the US. (Note: this is not tax advicefor you to follow. It is critical to con-sult with your own tax advisor beforecoming to any conclusion.)No tax treatyIf, for example, business is conduct-

ed in a country where no tax treaty ispresent (Argentina or Brazil as anexample), there is no concept of a per-manent establishment. Accordingly,the US PR agency may find itself sub-ject to tax in both the host and homecountry. �

OPINIONFinancial Management

Richard Goldsteinis a partner atBuchbinder Tunick &Company LLP, NewYork, Certified PublicAccountants.

PR agency global expansionBy Richard Goldstein


Democracy took a dive on January21 as a result of the SupremeCourt’s landmark ruling that cor-

porations may now spend unlimitedamounts of money to support or oppose

the Congressional orPresidential candidatesof their choosing. The Court’s 5-4 deci-sion, in the caseCitizens United v.Federal ElectionCommission, removesany limits on inde-pendent expendituresthat advocate the defeator support of a politicalcandidate as long, as it

remains independent of a candidate’s cam-paign. In doing so, it effectively overturnsthe historic campaign finance laws ofMcCain-Feingold and vastly increases theinfluence corporate money has in the elec-tion process.The ruling applies equally to corpora-

tions, unions, trade associations and non-profits. It still prohibits corporations orunions from directly contributing to a polit-ical candidate, and the old disclosuresremain: the name and address of the groupresponsible for a political ad must be includ-ed if the ad isn’t authorized by the candidatedepicted; and the company must file withthe Federal Election Commission the namesof anyone who contributed $1,000 or moreto the ad’s preparation or distribution. There’s no doubt this is a great advance-

ment for the ad and marketing industries.Election seasons will now become an adver-tising battleground of corporate logos andthe politicians they endorse. Expect businessto boom. It’s my opinion, however, that thisdecision comes at a greater price. Namely, itundermines the electoral process by co-opt-ing public policy, it opens the door for back-alley corporate collusion, bribery and cor-ruption, and it serves as nothing less than anaffront to democracy because it partitionsconsensus solely to those bodies with theprivilege to afford it.Congress has enforced limitations on

campaign spending by corporations in oneform or another since the passage of theTillman Act in 1907. And for good reason.When U.S. Senators were elected by statelegislatures instead of the popular vote, elec-tion bribery was standard fare. Ulysses S.Grant was essentially indebted to donors for

his reelection, and gave kickbacks in theform of federal subsidies to his pals in therailroad industry. No matter how and whenthe deals were made, you can bet the resultshave always been the same two-prongedpattern: politicians often resorted to extor-tion in return for corporate campaignmoney, and corporations hungry to influ-ence policy spent historic sums to derailelections that interfered with their interests,as the Bank of the United States attemptedwith Andrew Jackson. Fast forward to last month when, in a

moment that can only be described as man-ufactured naïveté, Justice Anthony Kennedywrote the following in the majority opinionof the case:“This Court now concludes that inde-

pendent expenditures, including those madeby corporations, do not give rise to corrup-tion or the appearance of corruption. Thatspeakers may have influence over or accessto elected officials does not mean that thoseofficials are corrupt. And the appearance ofinfluence or access will not cause the elec-torate to lose faith in this democracy.”Granted, the Supreme Court’s decision

doesn’t allow corporations to buy votes orcontribute directly to a campaign. Butthere’s a difference — a huge one, in fact —between Bill Gates firing off a million dol-lars to his Presidential hopeful andMicrosoft telling you who to vote for duringNovember prime time. Now that corpora-tions can spend directly from their corporatetreasuries, their employees, shareholders,and customers are now essentially beholdento support that corporation’s candidate sim-ply by working for the company or buyingits product. You can see where this is going.Bought an Apple computer? You just sentmoney to the Barack Obama reelectioncommittee! Bought a Ford? You just sup-ported the election campaign of Jeb Bush!It’s a marketer’s dream, but a short-lived

one. When brand image becomes inter-twined in the political spectrum, the con-versation moves away from the initial nar-rative surrounding the brand and insteadthreatens to subsume or be usurped by itsassociative surrogate in which it has littlecontrol. In the long run, this decision couldprove disastrous for corporate brandingbecause, by design, it is no longer anchoredto any centralized meaning.Corporations already have plenty of

opportunities to participate in the electoralprocess. There’s absolutely nothing illegalabout campaign contributions from corpo-rate employees, owners or their board ofdirectors, either from their own pockets or

their political action committee. This is theinfluence of people, not bodies that may ormay not represent their employees, cus-tomers or union members, the same peoplewho vote in our general elections, a privi-lege that corporations do not share.Yes, I said it: people take precedence

over corporations in our election process.It’s a radical position, I know, but it’s justone opinion. Kennedy, on the other hand,showed his true colors in January when hereferred to the now-defunct McCain-Feingold bill as one that “muffle[d] thevoices that best represent the most signifi-cant segments of the economy.”The most significant segments? What

about us? Thankfully, there are already anumber of bills in varying states opposingthis measure. Congressman Alan Grayson (D- FL) has

introduced five bills to fight the influenceof corporate money in politics (with suchapt names as “The End Political KickbacksAct” and “The Business Should Mind ItsOwn Business Act”). On January 21,Leonard Boswell (D-IA) introduced aConstitutional amendment that would pro-hibit any corporation or labor organizationfrom using its general treasury funds topurchase an advertisement in connectionwith a federal election campaign. There’sthe “Fair Elections Now Act,” a bi-partisanbill introduced by John Larson (D-Conn.)and Walter Jones (R-NC) that would pro-hibit candidates running for office to acceptlarge contributions or lobbyist donations,making them rely instead on raising a largenumber of small contributions whichwould then qualify them for Fair Electionsfunding.The ongoing healthcare debate in

Congress and its resulting scorched-earthmisinformation campaigns is proof theSupreme Court’s ruling will open thefloodgates for even more corporate influ-ence in modern politics, if that’s even pos-sible. Election seasons could surpass theSuper Bowl for its orgy of marketing met-rics, a virtual Times Square of corporatesloganeering for the politicians they inci-dentally endorse, our democratic processreduced to a NASCAR auto-racing event,its star politicians emblazoned in corporatemessages for mass adulation. The political future could resemble that

of a David Foster Wallace novel, where thecalendar years are replaced with names like“The Year of the Depend AdultUndergarment.” The sky’s the limit.What’s next? Wal-Mart for Senator? Coca-Cola for President? �

Jon Gingerich isEditor of O’Dwyer’s.

Supreme Court silences democracy’s ‘voice’By Jon Gingerich

Media Matters


OPINION Guest Column

For years, the populace of the publicrelations world has been seeking adefinition of what their work is truly

about. To stimulate thinking, here are aseries of possible terms, each dependenton the mood you happen to be in whenthe question of definition comes up.

So … Depending on how

it is practiced, publicrelations is …… diplomacy in

action.… the science of

mass persuasion.… the science of

marketing withoutadvertising.

… marketing indisguise.… finessed schmooz-ing.… propaganda atheart.

… propaganda with soul.

… propaganda relabeled.… the essential key to mass acceptance

of new policies, products and leaders.… a process in which the word public is

devoid of familial linkage due to its focuson audiences diverse and often at odds.... the courting of select audiences large

and small.… the wedding of the many techniques

of mass persuasion.… a targeted persuasion without obvi-

ous pressure.… a profession rich in opportunities for

the private display of brilliancy.… not a business, a con game.… flackery.… intoxicating to clients made famous

overnight by practitioners skilled in craftingappealing images from raw material.… press agentry.… perhaps the most vital component of

any political campaign today.… best taught not in colleges but in actu-

al practice on site by men and women will-ing to go the extra mile to advance the pro-fession.… subject to gross misrepresentation by

film and video makers who deliberately por-tray it as a shady business conducted bylaughable buffoons or evil men and womenin the service of greedy corporate magnates.

… a science-based profes-sion employing the most modern technicaland business processes and techniques toenable and enhance opportunities for suc-cess in virtually every field of human, cor-porate, educational, scientific and politicallife.… increasingly knowledgeable and

aggressive in its defense of the ecologyand in its promotion of decidedly greensustainable development backed by thefull power of corporate leadership.… a partner in the wars on poverty,

crime and inferior public education.… a leader in preaching the gospel of

the green, environmentally and monetari-ly.… the subject of learned dissertations

best kept out of the C suite where only oneline will do – the bottom line.... the ability to turn dross into gloss.… the profession most appealing to

journalists let go in times of economicstress.… the profession that, as the occasion

warrants, emphasizes precision planning,people, pontification, posturing, polishedprose, and prayer.… whatever you tell your kids you do

in the office. �

Wes Pedersen is aretired Foreign ServiceOfficer and principal atWes PedersenCommunications andPublic RelationsWashington, D.C.

What is PR?By Wes Pedersen

About a year ago, I wrote that WallStreet still doesn’t get it when itcomes to compensation, or

explaining themselves to an increasinglyrestive and angry public.They still don’t.At last month’s hearing of the Financial

Crisis Inquiry Commission — betterknown as the Angelides Commission —

ABC’s Jonathan Karlasked John Mack ofMorgan Stanley:“Does Wall Street getit?” as he was leavingthe hearing room.Mack kept on walk-ing, and his silenceprovided the answer.No. Wall Street does-n’t get it. But they’vegot it.January’s announce-ments of earningsand bonus paymentsreinforce that percep-

tion. Wall Street’s big shots are still pay-ing themselves handsomely and still talk-ing to themselves, all the while workingup to a sizable persecution complex.In an interview with the New York

Times, Morgan Stanley CFO ColmKelleher defended the firm’s compensa-tion levels in the face of negative earn-ings by saying Morgan had to competefor talent:

“Do I think the industry is overpaid?Yes. Can we jeopardize the franchise,being St. Sebastian and getting piercedby arrows? No. There is no point inbeing martyrs here.”Over at Goldman Sachs, VP Lucas van

Praag told the Wall Street Journal thatbonuses were being delayed to provide“context” for them from the earningsannouncement, which spins the bonusnumber into a confection Goldman callsthe “compensation ratio.”This year, the compensation ratio is

about 10 percent lower than in the years2000-2008 (surprise!), which Goldmanwants us to believe indicates a negativecorrelation between obscene profits andobscene bonuses.

However, like Supreme Court JusticePotter Stewart, the American publicknows obscene bonuses when it seesthem, and no amount of explaining willmake us believe that GS is doing God’swork — unless the god is Lord Shiva.Why can’t Wall Street stop breathing

its own fumes? Why does it persist inprating about “the franchise” and “tal-ent” when it is the same talent thatbrought the financial system to the brinkof destruction? Why can’t they see thatthe hosing of the American taxpayerthrough massive swindles like TARPand the bailout of AIG is bound to pro-duce blowback like a howitzer?Answer: It is still immensely prof-

itable to do business as usual. GoldmanSachs’ earnings per share are nearly dou-ble analysts’ projections. That’s whythey’re pretending the Titanic is still sea-worthy.But the iceberg still cometh, and if the

Angelides Commission issues a few sub-poenas and makes a few criminal refer-rals to the Justice Department, we maysee a change of tune in coming months.It’s about time. �

Bill Huey isPresident andFounder of StrategicCommunications inAtlanta, a corporateand marketing com-munications consul-tancy.

Why Wall Street still doesn’t get it (redux)By Bill Huey

Guest Column

MEDIA WORKSHOP

“Everything gets out sooner or later.There are no secrets,” said TomGoodman, President & CEO, GoodmanMedia International, Inc.Working in damage control has always

been a tough racket. Given the media’svast evolution in recent years, in a worldwhere the news cycle nears real-time andan ongoing soap opera in the entertain-ment industry has bred a culture hookedon schadenfreude, never has the needbeen greater for professionals who canrespond to and rehabilitate client imageon a second’s notice. Quick judgment, aclear strategy and defensive thinking areparamount in an industry where anythingcan happen.“Crisis management has changed

extraordinarily,” Goodman said. “In theold days we’d send items to the press withcouriers. Now, you’re forced to look atthings so quickly. Time is not on yourside, time is the enemy. Thepeople who are good at crisisare the ones who are good andfast. The problem many arehaving in crisis today is thestory is moving faster thanthey can respond.”Peter Himler, Founding

Principal of FlatironCommunications, said goodcrisis management is predi-cated on arranging informa-tion internally and having aclear plan ready with seniormanagement. Himler alsoserved as moderator for theevent.“What exacerbates a crisis

is holding off,” he said. “Butif it’s not genuine, they canget burned. It has to beauthoritative.”But when does an act become a crisis?

Kellie Castruita Specter, Senior Directorof Communications for WNET.ORG, saidbecause the profession places her as aconstant target for scrutiny, she’s had to“think defensively,” analyzing when andhow a hypothetical crisis can erupt.“A crisis exists before it gets

announced. Good crisis management isdefensive thinking, it’s being able toanticipate what the bad news will be. I’vehad to recreate the way I think.”

Crisis moves faster than ever today, andwith the advent of social media there arevirtually millions of outlets where aninfestation can take root. So, when do youengage? Is the blog with 100 readers asimportant as a breaking news story fromthe New York Times? Do you handlesmaller outlets differently, with lessveracity?“It depends on the constituents of who

received that information,” Goodmansaid. “A crisis is a crisis when it hits thathyper-local group that affects yourclient.” The media’s thirst for salacious content

has reached historic highs in recent years.The public loves a crisis, and the media —some blogs in particular — are absolutelyunapologetic in the lengths they will go todeliver. The panel noted that oftenreporters have a preconceived story inmind before they’ve amassed a single

fact. As a result, crisis teams are often leftto weigh the consequence of beingdamned if they do, damned if they don’t. “There is no sympathetic media. If

there’s a crisis no outlet is going to benicer than the next,” she said. “The mediais like a pack of wild dogs.”Specter said one trick is to deliberately

leak the full story to a competitor. Thisgives the communications team leveragebecause the final authority — truth — isgiven to a news group that isn’t out forblood, and the other outlet loses credibil-

ity because it only broke part of the story.It may be a small victory, but it can bal-ance perspectives to a degree.Himler asked about the hypocrisy of

celebrity worship, why celebrities likeDavid Letterman are given a free pass inmatters of infidelity while Tiger Woods israked over the coals. Is it because popculture gives some celebrities a pass, or isit because media is so ephemeral thatnothing sticks? Is it because we love tohate, almost as much as we love aredemption story?The panel admitted that a large part of

their profession involves an ability to pre-dict emotive, often irrational reactionsfrom the public. Royal Caribbean’s recentgaffe of docking sunbathers on a Haitianbeach while earthquake victims sufferedseveral miles away made the companylook awfully stupid. However, it had beena stop on the cruise line for decades (the

company actuallydonated $1 million toHaiti). To the public,perception is every-thing. “Sometimes you haveto defy the rationale.It’s all about perception.What does it look like?”Goodman saidIn this aspect, the

panel noted that crisisshould also be a proac-tive pursuit. Himlermentioned a Ford exec-utive who went toTwitter when his com-pany refused the gov-ernment bailout moneygiven to other auto man-ufacturers. This simple

act drove the company’s conversation at atime when auto morale was low. Himler asked: “Is there ever a case

where you shouldn’t go straight out witha response? What if a client asks you tolie?” “Tell the truth and shame the devil,”

said Goodman. “Get it all out. It’s free.Get it out and move on.”The panel was hosted by the

Entertainment Publicists ProfessionalSociety and the InternationalCinematographer’s Guild. �

Crisis roundtable examines PR defense playbook

From L to R: Tom Goodman, President & CEO, Goodman Media International,Inc.; Kellie Castruita Specter, Senior Director of Communications forWNET.ORG; and Peter Himler, Founding Principal of Flatiron Communications.

Photo by Jon Gingerich

Timing and perception can make or break a communications crisis, according to a Januaryroundtable discussion that brought together three New York PR experts to discuss the do’s anddon’ts of the trade. By Jon Gingerich


Widmeyer Communications has picked up a $3.5Mpact with D.C. design firm OmniStudio to producea federally backed campaign aimed to reduce

child drowning and entrapments in pools and spas.The campaign will be run through the U.S. Consumer

Product Safety Commission targeting residential pool and spaowners, the industry, state and local officials, and the mediawith methods and guidelines for safe operation under a newfederal law. There was no incumbent for the work, according to CPSC

Public Affairs Specialist Kathleen Reilly.Ogilvy PR Worldwide, Fleishman-Hillard and Edelman

were among firms that pitched.The public education push is a requirement of the Virginia

Graeme Baker Pool and Spa Safety Act signed into law byPresident George W. Bush in late 2007 and named after thelate granddaughter of former Secretary of State James BakerIII who accidentally drowned when she became entrapped bya spa drain in 2002.Widmeyer and OmniStudio are handling branding and logo

development, traditional and digital media outreach, partner-ships and rapid response.Scott Widmeyer, Chairman and CEO, said his firm is “hon-

ored” to have been tapped for the effort. �


� For more news on PR and public affairs in the nation's capital,log on to: www.odwyerpr.com/members/washington_report

Su-Lin Cheng Nichols, Senior VP of Communicationsfor the Newspaper Association of America, moved toBrunswick Group as a Director in Washington, D.C.,

on Jan. 19.Brunswick said it has nearly doubled its D.C. staff in the

past year.Nichols led communications for the NAA since 2004, a

stint that included serving past publisher of its magazine,Presstime until May ’09. She joined the newspaper tradegroup after a term as executive director of ABC News’Washington bureau for more than a decade speaking for“Nightline” and “This Week.”At Brunswick, she’s focused on media relations, corporate

reputation and public affairs. �

Widmeyer dives in forpool safety campaign

WASHINGTON REPORT

Johnson joins NSI

Paul Johnson, who was vice chair at Fleishman-Hillard,has joined National Strategies in Washington to head itsnewly created Kratos Global Strategies PA operation.

A more than 20-year veteran of F-H,Johnson headed the Omnicom-owned firm’sMid-Atlantic region and handled acquisi-tions such as Strat@comm, R. Duffy Wall,Vox Global Mandate and GMMB.NSI CEO Al Gordon says Johnson

understands the economic, social and tech-nological changes that are radically chang-ing the world. His job is to “build uponNSI’s best-in-class government marketsexpertise.”NSI counsels clients on procurement,

PA, legislative and regulatory processesat federal, state and local levels. It has offices in Atlanta,Tallahassee, Albany, New York and Brussels. The firm says itgenerated more than $7.3B in new revenues and passed orblocked dozens of bills for its clients.Pegasus Capital Advisors, which manages $1.8B in assets,

is a major investor in NSI. �

Images: PoolSafety.gov

Paul Johnson

BGR BRINGS IN BIRNBAUMJeffrey Birnbaum, who was Editor of the Washington

Times’ digital operations before resigning inlate December, has been tapped as Presidentof BGR PR in D.C.

The veteran journalist will help lead BGR’sPR team in D.C. and London, the firm said.

Birnbaum’s career has included stints as areporter for the Wall Street Journal and Time,D.C. bureau chief of Fortune magazine andcolumnist for the Washington Post. He’s aregular guest on Fox News Channel.

BGR PR is part of the BGR Group foundedby Ed Rogers and Haley Barbour.

“These days, the media follow policy makers and policymakers follow the media,” Rogers said in a statement.

Former Bush administration PR staffer Bill Turenne Jr. andex-Democratic aide John Cpin are VPs at BGR PR.

Washington Briefs

JeffreyBirnbaum

Brunswick ramps up in D.C.

Africa – The Africa Travel Assn., Inc., New York, N.Y., registered December 22, 2009 for itself regarding promotion of travel, tourism andtransport to and within Africa, and strengthening of intra-Africa partnerships.

The MITA Group, Inc., Washington, D.C., registered December 2, 2009 for Ranhill, Kuala Lumpur, Malaysia, regarding providing advice andcounsel on international commercial activities, U.S. policy affecting the principalʼs business, advancing Malaysia-U.S. trade and enhancingMalaysia-U.S. relations.

OʼBrien & Associates LLC, Washington, D.C., registered January 11, 2010 for Defense Procurement Office, United Kingdom, BritishEmbassy, Washington, D.C., regarding monitoring U.S. defense related budget, program, policy and related congressional hearings, legisla-tion and press reports to provide analysis, forecasts and guidance.

� NNEEWW FFOORREEIIGGNN AAGGEENNTTSS RREEGGIISSTTRRAATTIIOONN AACCTT FFIILLIINNGGSS

FARA News

Below 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 commu-nications work on behalf of foreign principals, including governments, political parties, organizations, and individuals.

� NNEEWW LLOOBBBBYYIINNGG DDIISSCCLLOOSSUURREE AACCTT FFIILLIINNGGSSBelow is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of theHouse of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995.For a complete list of filings, visit http://sopr.senate.gov.

Alpine Group, Inc., Washington, D.C., registered January 12, 2010 for Louisiana Home Builders Assn., Baton Rouge, La., regardingextension of the home owner tax credit.

Capitol Hill Consulting Group, Washington, D.C., registered January 14, 2010 for Exotic Wildlife Assn., Ingram, Texas, regarding wildlifeand exotic wildlife issues.

Daniel J. French & Assocs., LLC, Syracuse, N.Y., registered January 15, 2010 for Antique Boat Museum, Clayton, N.Y., regarding devel-opment and expansion of existing museum facilities.

RR&G, LLC, Washington, D.C., registered January 14, 2010 for American Express Co., Washington, D.C., regarding financial services leg-islation.


International PR News

Korea Trade-Investment Promotion Agency has signedCassidy & Associates to a one-year $340K pact to helpKorean companies crack the U.S. government services

market. The Interpublic shop is to coordinate efforts with the

Agency’s Korea Business Center in D.C. It will “identify andprioritize specific government procurement opportunities” for aroster of 15 Korean companies, according to the firm’s contract.Cassidy is shooting for contracts of $20M, a goal that’s key

for “favorable consideration in subsequent requests for propos-als or renewal of this Agreement.”In its proposal, Cassidy lauds Korean companies for having a

“positive reputation for being technologically innovative, qual-ity conscious and reliable, and passion to satisfy their cus-tomers.” C&A has counseled other foreign companies aboutentering the U.S. procurement market. Those clients includeGlobal Security (U.K.), Alcatel (France) and Bombardier(Canada). �

Cassidy guides Koreans

Patton Boggs has a $1M contractfrom Nigeria to improve its relation-ship with the U.S. It reports to

Nigeria’s Minister of Foreign Affairs.Nigeria has been in the news this month as

more than 300 people have been killed inChristian and Muslim violence. The militarywas called in to stop the killings. The thwart-ed Christmas Day airline bomber is also aNigerian. The Nigerian media has also been buzzing

about the country’s “missing” president, whohas been in Saudi Arabia for two monthsundergoing treatment for his bad heart.On January, Nigeria’s Supreme Court of

Nigeria ruled that the Federal Ministries ofNigeria must decide on whether Yar’Adua iscapable of maintaining office. �

Boggs works Nigeria pact

Nigeria PresidentYar’Adua has notbeen seen in publicsince it was reportedhe was receivingtreatment for peri-carditis at a clinic inSaudi Arabia.

Raytheon Technical Services has recruited Amy Smith asVP-communications. She joins from Burson-Marsteller,where she handled the U.S. Treasury and other govern-

ment entities as a managing director.Earlier, Smith worked for the Pentagon in Baghdad as director

of its Iraq Reconstruction Project and Contracting Office.RTC, which is based in Reston, Va., has more than 9,000 staffers

Revenues are about $4B. The operation provides mission support

B-M’s Smith to Raytheon for the armed services, counter-proliferation/terrorism and engi-neering services.Raytheon leads the “Warrior Training Alliance,” which has more

than 100 companies including General Dynamics, ComputerSciences Corp and MPRI.The Waltham, Mass.-headquartered company employs 73,000

and generates more than $23B in annual revenues.It made big news in December, receiving a $1.1B contract for a

Patriot Air and Missile Defense System for Taiwan, a deal thatinfuriated the Government of People’s Republic of China. �


* Building Brands * EducatingConsumers * Driving Sales *

ARAcontent, 701 Fifth St. South,Hopkins, MN 55343. 866/287-9168; fax:888/204-9699. www.ARAnetOnline.com.Jeff Bialek, Dir. of Sales,[email protected].

You have a good story andARAcontent can help you tell it. Weknow that deciding which path to takewith your digital marketing and PRstrategy is critical. ARAcontent willconsult with you to help identify thevery best campaign to meet andexceed your goals. From content creation, promotion, distribution andtracking of your media results to SEO and Social Media strategies,ARAcontent is the most cost-effectivemeans to reach a national consumeraudience and achieve your marketinggoals.Experience the power of

ARAcontent’s article-based mediawith your next campaign and discover our Guaranteed Results program by contacting:

866.287.9168www.ARAnetOnline.com

EDITORIAL DISTRIBUTION

BROADCAST MONITORING

MEDIA & SPEAKER TRAINING

Impact Communications, 8-C PutnamGreen, Greenwich, CT 06830-6037.203/532-0799. [email protected]. JonRosen, President.BE PREPARED! Impact Commun-

ications trains your spokespeople tosuccessfully communicate critical mes-sages to your targeted audiences duringprint, television and radio news inter-views. Your customized workshops areissue-driven and role-play based. Video-taping/critiquing. Groups/privately. Face-to-face/telephone interviews/news confer-ences. Private label seminars for publicrelations agencies. Make your nextnews interview your best by callingJon Rosen, Impact Communications,(203) 532-0799. Over 25 years of newsmedia/training expertise.

dna13 Inc., #300, 283 Dalhousie St.,Ottawa, ON, K1N 7E5. 866/842-1723; fax: 613/562-1584. [email protected];www.dna13.com.

dna13 is the premier web-basedapplication for print, TV, online andsocial media monitoring and PRmanagement. With unlimited moni-toring search terms, real-time alerts,clip book wizards, and in-depth ana-lytics, you have real-time visibility intoyour brand and reputation, markettrends and competitive activities.

LOG-ON Computer & Mailing Services,Inc. 520 8th Ave., New York, NY 10018.212/279-4567; fax: 212/279-4591. www. logon.orgMDS, the leading service provider to

the PR community, is now part of the Log-On familyWith over 95,000 sq ft of space Log-On

is the city’s largest and most technologi-cally advanced PR/Marketing direct mail,digital printer, packaging & distributionservice. We assist agencies, corpora-tions, non-profits, large and small. Wemail, fax and e-mail news releases andpitch letters. We use your lists or oursmedia database. We assemble presskits, print marketing material and fulfillproduct requests. We reproduce CDs.And we maintain private lists. There’svery little we can’t do for you.WE DELIVER ON YOUR DIRECT

MAILING & PRINTING NEEDS.

MAILING SERVICES

PR Buyer’s Guide To be featured in the monthly Buyer’s Guide,Contact John O’Dwyer, [email protected]

PIMS, 245 West 17th St., New York, NY10011. 212/279-5112. [email protected] specializes in Fueling Brand

Performance. For over 20 years ourcompany has been one of the world'sleading production and distribution serv-ice providers catering to marketing andcommunications professionals. We offera wide array of products and servicesthat provide optimum solutions for all ofyour campaign needs.

Our business is built on makingyour business succeed!NEW YORK 212.279.5112CHICAGO 312.587.7467

WASHINGTON 202.296.2000ATLANTA 678.218.5800BOSTON 617.861.9100

PRINTING & MAILING SVCS.

WEBSITE DEVELOPMENTAt Point, Inc., P.O. Box 361, Roseland, NJ07068. 973/324-0866 [email protected];www.atpoint.com. Mick Gyure.

At Point services businesses, bothsmall and large, that do not have theexperience or resources in-house toperform these functions.

SPECIAL EVENTSNational Press Club, 529 14th St., N.W.,Washington, DC, 20045. 202/662-7580.www.press.org. Joshua Funk. Dir., Bus. Dev.

MEDIA MONITORING

Dow Jones & Co., 1211 Avenue of theAmericas, New York, NY 10036.800/369-0166. www.dowjones.com;diane.thieke @dowjones.com. DianeThieke, Marketing Director.

Create communications success atevery point in your day with DowJones. You can monitor and publicizethe buzz, analyze the impact, discover opportunities and risks, andengage the influential. Dow Jones is MADE for your communicationssuccess.


PR JOBS - http://jobs.odwyerpr.com

JOB SEEKERS:--Access the newest and freshest jobs.--Post an anonymous resume.--Create job alerts and never let a matching job opportunity

pass you by. New jobs that match your search criteria will bee-mailed directly to you.--Create a job seeker account which will allow you to find

jobs, manage your resume, and set up job alerts.

EMPLOYERS/RECRUITERS:--Check out our resumes and only pay for the ones that

interest you.--Post a job and reach the most qualified candidates.--Create an employer account and quickly post job

openings and manage your online recruiting efforts.

Tap into the benefits ofO'Dwyer's job board!http://jobs.odwyerpr.com

SR. LEVEL ACCOUNT MANAGERS

Wanted: Energetic, super bright Sr. level Account Managers (4-6years experience) needed to service worldwide hospitality/tourism andretail accounts in a hot creative agency. Candidates with broad publicrelations agency experience combined with smart, strategic thinkingand creative punch are what we need. Big thinkers with strong mediarelations skills, great relationship building and good writing, who’ll enjoya fast-paced agency on fire.

Please email resume/qualifications to [email protected].

PUBLIC RELATIONS ASSISTANT

Prominent midtown Real Estate firm and tourist attraction seeks anassistant responsible for all administrative support for its PR depart-ment. Candidate will assist in project work and research, including (butnot limited to): PR/media events, media monitoring, reporting, collateralbooks, presentations, charitable drives, press materials, update web-site, coordinating media and film shoots, create/maintain/expand mediaarchives and upholding the company’s brand standards and creativeguidelines.

Candidate must possess strong written/verbal communication, strongMS office suite and problem-solving skills, financial acumen andaccounting skills, ability to multi-task in a fast-paced environment, famil-iarity with pop-culture and industry trends, ability to work with a team.Previous PR experience a must. Comprehensive benefits package,including 401(k). Salary: $42K.

Please send resumes to: [email protected]

PUBLIC RELATIONS ADMINISTRATOR

The American Kennel Club is seeking a Public Relations Administratorfor our headquarters in New York.

Founded in 1884, the American Kennel Club has long been the nation'sleading not-for-profit organization devoted to the study, breeding,exhibiting and advancement of purebred dogs. A major force on theinternational dog scene, the AKC operates the world's largest purebred-dog registry, affiliated with more than 5,000 U.S. dog clubs andapproves and regulates over 20,000 dog events annually. The AKC isa strong advocate and supporter of purebred dogs, responsible dogownership, canine good health, and advances the integrity of the breed-ing and sport of purebred dogs.

The selected candidate will focus on media outreach activities andpitching the press in order to obtain news coverage for AKC. As well assecuring publicity and cultivating media opportunities, other responsibil-ities include writing and distributing press releases and media alerts.

Requirements: Bachelor’s degree in Communications or related field,with three years’ full-time professional experience in Public Relations.One year PR experience having been with a PR agency. Candidatemust have exceptional communication and interpersonal skills.Excellent writing and editing skills are also essential. Must be able towork quickly, make swift decisions, and juggle multiple responsibilitiesdaily and work under tight deadlines.

Knowledge of Cision Lexis Nexis, ProfNet and public relations servicessuch as NAPS, PR Newswir, VMS, and Burrelle’s/Luce all needed.Proficient with Macintosh and Microsoft Word. Occasional travelrequired.

Please visit our website at www.akc.org for further information or godirectly to www.akc.jobs for employment information.

Resumes may be sent by email to [email protected] or by mail toHuman Resources, American Kennel Club, 8051 Arco Corporate DriveSuite 100, Raleigh, NC 27617.

www.pimsinc.com

www.pimsmultimedia.com

NYC: (212) 279-5112

Atlanta: (678) 218-5800

Boston: (617) 861-9100

Chicago: (312) 587-7467

Washington DC: (202) 296-2000

BE THE TALK OF THE TOWN!

PIMS' Social Media experts have the experience & skills to navigate

you through the constantly changing & ever-expanding

Universe of Social Media.

Facebook Fan Pages - Contests - Twitter - Monitoring

Individually CUSTOMIZED to focus on YOUR needs!

Call now to set up an appointment for a free consultation!

PIMS – FUELING BRAND PERFORMANCE

BRANDED PREMIUM PRINTING DIRECT RIAL PRODUCTIO GIFT BAGS FULF TRONIC PRESS KI LOGISTICS CD/D PRODUCTION B ITEMS OFFSET P MAIL MEDIA MA TION AND ASSE FULFILLMENT E KITS WEB DEVE LOGISTICS DIG CD/DVD/MEMO TION BLOGS ITEMS OFFSET APPS DIRECT M RIAL PRODUCT GIFT BAGS FUL TRONIC PRESS K MENT SEO/SEM PRINTING BRAN FACEBOOK APPS DIRECT MAIL MED DUCTION AND ASS FULFILLMENT ELE

SEO/SEM WEB D TICS CD/DVD/MEMO

TION BRANDED PRE OFFSET PRINTING DI

SOCIAL MEDIA PROD BLY GIFT BAGS FULF

TRONIC PRESS KITS WE SEO/SEM BLOGS LOGIS

ING BLOGS CD/DVD/ME DUCTION BRANDED PREM

MAIL MEDIA MATERIAL PRO ASSEMBLY FACEBOOK APPS

FILLMENT OFFSET PRINTING KITS WEB DEVELOPMENT SEO/

CD/DVD/MEMORY STICK PRODUC PREMIUM ITEMS OFFSET PRINTING

MEDIA MATERIAL PRODUCTION AND BAGS FULFILLMENT ELECTRONIC PR

DEVELOPMENT SEO/SEM LOGISTICS DI CD/DVD/MEMORY STICK PRODUCTION BR

ITEMS OFFSET PRINTING DIRECT MAIL MED DUCTION AND ASSEMBLY GIFT BAGS FULFILL

ELECTRONIC FACEBOOK APPS PRESS KITS WEB SEO/SEM LOGISTICS DIGITAL PRINTING CD/DVD/M

DUCTION BRANDED PREMIUM ITEMS OFFSET PRINTING MEDIA MATERIAL PRODUCTION AND ASSEMBLY GIFT BAGS

ELECTRONIC PRESS KITS WEB DEVELOPMENT SEO/SEM LOGIS ING CD/DVD/MEMORY STICK PRODUCTION BRANDED PREMIUM ITE

ING DIRECT MAIL MEDIA MATERIAL PRODUCTION SOCIAL MEDIA AND ASS FULFILLMENT ELECTRONIC PRESS KITS WEB DEVELOPMENT SEO/SEM FACEBOOK APPS BLOGS LOGIST NG CD/DVD/MEMORY STICK PRODUCTION BRANDED PREMIUM ITEMS OFFSET PRINTING DIRECT MAIL

PRODUCTION AND ASSEMBLY GIFT BAGS FULFILLMENT ELECTRONIC PRESS KITS WEB DEVELOPMENT BLOGS DIGITAL PRINTING CD/DVD/MEMORY STICK PRODUCTION BRANDED PREMIUM ITEMS FULFILLM SEARCH REPUTATION MANAGEMENT OFFSET PRINTING DIRECT MAIL PRODUCTION AND ASSEMBLY GIFT ELECTRONIC PRESS KITS WEB DEVELOPMENT SEO/SEM LOGISTICS DIGITAL PRINTING CD/DVD/MEMORY ST MIUM ITEMS OFFSET PRINTING DIRECT MAIL MEDIA MATERIAL PRODUCTION AND ASSEMBLY GIFT BAGS FU

GR

T KSSERPCINORTT FLUFSGABTFFIIGGL OITCUDORPLAAIIR

R TCERIDGNITNIRPPMUIMERPDEDNARB

ALK OF THE TBE THE TBE THE TALK OF THE T

WN!OALK OF THE T

TT KSSERPCINORTSCITSIGOL

ESSADNANOITAMAIDEMLIAM

TESFFOSMETIBNOITCUDORPD/DC

TNEMLLIFLUF

OMEM/DVD/DCGIDSCITSIGOLVEDBEWSTIK

dnI

koobecaF

uoy

coSPIMS'

DEZIMOTSUCyllaudivid

noC-segaPnaF

foesrevinU

yltnatsnocehthguorht

evahstrepxeaideMlaic

ALK OF THE TBE THE TBE THE TALK OF THE T

enRUOYnosucofotD

-rettiwT-stsetn

.aideMlaicoS

apxe-reve&gnignahcy

slliks&ecneirepxeeht

WN!OALK OF THE T

!sde

gnirotinoM

gnidna

etagivanot

TESFFOSMETISGOLBNOIT

SPPATCUDORPLAIR

TCERID

SGABTFIG

MES/OESTNEMKSSERPCINORT

UF

GNITNIRP

EMLIAMTCERIDSPPAKOOBECAFARB

nllaC

dnI

.pimsinc.www

PIMS – FUELING BRAND PERF

nioppanaputesotwon

DEZIMOTSUCyllaudivid

omc.pimsinc.

ORMANCEPIMS – FUELING BRAND PERF

usnoceerfaroftnemtn

enRUOYnosucofotD

O

!noitatlu

!sde

S

ORTLB

OES

ELETNEMLLIFLUFSADNANOITCUDEMLIAMTCERID

MES/OES

DGNITNIRPTESFFORPDEDNARBNOITMEM/DVD/DCSCITDBEW

AIDEMLAICO

WSTIKSSERPCINOFLUFSGABTFIGYLDORP

SGOLBMES/O SIGOL

on DC: (20ashingtW

Chicago: (312) 58

17) 86on: (6tBos

7tlanta: (6A

C: (212) 2NY

.pimsmultimedia.www

.pimsinc.www

2) 296-2000on DC: (20

7467-7Chicago: (312) 58

1-910017) 86

8) 218-58007

9-51127C: (212) 2

omc.pimsmultimedia.

omc.pimsinc.

OES

MLIAMITCUD

GNI

BMESSATNEMLLIF

AIRETAMAIDEMMETIMUIMERPMEM/DVD/DC

BEWSTIK

SGOLBMES/O

RPLAIRETAMAIDEMMERPDEDNARBNOEM/DVD/DCSGOLBSIGOL

YL SPPAKOOBECAFGNITNIRPTESFFOT

DNANOITCUDORPLAGNITNIRPTESFFOSMCUDORPKCITSYROM

OESTNEMPOLEVED

E

TCUDETIC

RTCELE

LAIRETAMAIDEMARBNOITCUDLMES/OES

KSSERPCINORTCELE

EMLLIFLUFSGABTNEMPOLEVED

YLBMESSADNANOITGNITNIRPTESFFOSMECITSYROMEM/DVD/DCOES

SPPAKOOBECAFFACINO

ADNANOITCUDORPMETIMUIMERPDEDNA

PLATIGIDSCITSIGOL

STI EMPOLEVEDBEW

RPCINORTCELETNE

LLIFLUFSGABTFIGDEMLIAMTCERIDGRBNOITCUDORPKC

DSCITSIGOLMES/O

S

SGABTFIGYLBMESSAGNITNIRPTESFFOSM

M/DVD/DCGNITNIRBEWSTIKSSERP

SIGOLMES/OESTNE

R

O

TCELETNEMLLIFLUROMEM/DVD/DCGN

NIRPLATIGIDSGOLSADNANOITCUDOR

OIITTAAATATTTUUPPEERRHHCCRRAAEESS

PTESFFOSMETIMUIMTIKSSERPCINORTCEL

E

T

WSTIKSSERPCINORMTCERIDGNICGNI

NOITCUDORPKCITSY

OMEM/DVD/DCGNITSGABTFIGYLBMES

TNNEEMMEEGGAANNAAMMNNOO FFOO

LIAMTCERIDGNITNIRPNEMPOLEVEDBEWST

K

C

SSERPCINORTCELE

STNEMPOLEVEDBEAIRETAMAIDEMLIAMCITSYROMEM/DVD/DC

MUIMERPDEDNARBN

OITCUDORPKCITSYROTCELETNEMLLIFLUF

CEERRIIDDGGNNIITTNNIIRRPPTTEESSFF

RPLAIRETAMAIDEMLCITSIGOLMES/OESTN

S

N

TI

MES/OECOSNOITCUDORPLAARBNOITCUDORPKCEMPOLEVEDBEW

AKOOBECAFNIRPTESFFOSMETIM

NOWSTIKSSERPCINORTUIMERPDEDNARB

NOOIITTCCUUDDOORRPPLLIIAAMMTTCC

ESSADNANOITCUDORGNITNIRPLATIGIDSC

S

Y

SADNAAIDEMLAICETIMUIMERPDEDNASIGOLMES/OESTNE

SGOLBSPPAGNITN

TSIGOLLIAMTCERID

TNEMPOLEVEDBEWSMETIMU MLLIFLUF

YLLLYLYBBMMEESSSSAADDNNAA T

FSGABTFIGYLLYBMETSRYOMEM/DVD/DCTFFIIGG

the politics of climate changedwyer's magazine... · 2010. 8. 3. · february 2010 |...

Documents