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January 01, 2010 Issue of PRWeek

Letter from the Editor

Those committed to comms are worth watching in the new year

Beginning a new year - and in this case a new decade - inevitably becomes a time for predictions.

Launch Pad

A new personality for Animal Planet

Animal Planet is introducing a new personality, Donald Schultz, as it launches his new series, 'Wild Recon.' The show follows the South African reptile expert ...

Habits

Habits: Chris LaPlaca, SVP of comms, ESPN

Chris LaPlaca, SVP of comms at ESPN, divulges who he'd call in a crisis, his most regrettable career moment, and the most distinct aspect of ...

PR Play

Muscle Milk makes its rebranding sexy

New Year's has champagne and sparkly things, Christmas has mistletoe, and Halloween the proverbial sexy costume.

Corporate

Economic tumult forces CEOs to consider value of visibility

The economy has impacted CEO visibility in two significant ways, according to corporate PR pros. Some CEOs have retreated, in part because they don't want ...

CEO Q&A

CEO Q&A: Chip Perry, AutoTrader.com

Chip Perry, president and CEO of AutoTrader.com, speaks with Erica Morris about the role of PR in the competitive automotive market

Org Chart

Org Chart: AMD strengthens internal dialogue with realignment

When AMD restructured its communications team in late 2008, it was with a goal of streamlining internal dialogue.

Marketing

Consumer tech companies reach out on personal level

Between September and November, Yahoo, Microsoft, and HTC introduced campaigns intended to make consumers feel like their products were designed specifically with them in mind.

Inside the Mix

Waterford takes a youthful approach to revive its brand

After being pushed to the brink of bankruptcy early last year, Waterford Crystal desperately needed to reinvigorate its brand. It launched its first campaign last ...

CMO Q&A

CMO Q&A: Mark Snyder, Kmart

Kmart's Mark Snyder speaks to Aarti Shah about its parting ways with Martha Stewart and being creative with social media efforts

Public Affairs

Online grassroots initiatives continue to accrue supporters

Much attention during the 2008 presidential election focused on how President Barack Obama leveraged the Web and online organizing during his campaign.

Public Affairs Commentary

Unfinished business in 2009 presents opportunity to tout various issues in 2010

President Obama's first year in office was riddled with so many policy and legislative initiatives that many lawmakers and pundits rightfully feared that little could ...

DC Influencer Q&A

DC Influencer Q&A: David Yarnold, executive director, Environmental Defense Fund

David Yarnold, executive director of the Environmental Defense Fund, speaks to Jaimy Lee about the wide- reaching influence of partnerships

Digital

MySpace reclaims relevance with entertainment branding

For weeks leading up to the November 20 opening of Summit Entertainment's Twilight: New Moon, stars Kristen Stewart, Robert Pattinson, and Taylor Lautner made the ...

Digital Campaign of the Month

Coca-Cola takes another path to reach younger consumers

In October, Coca-Cola introduced its Expedition 206 social media campaign, designed by its recently introduced department of social and digital media.

Domains

Site adds a new dimension to the Twitter conversation

ClickableNow, which launched in July from Shift Communications and Whitley Media, helps consumers make their Twitter backgrounds "clickable."

Media

The Huffington Post finds a million babies hard to resist

Who is your client and what are its media goals?

Journalist Q&A

Journalist Q&A: Jon Scott, co-anchor, 'Happening Now'

With Fox News since 1996, Jon Scott now co-anchors 'Happening Now.' His main focus is politics and headline-dominating events.

Fact File

Local media voids present opening to 'Journal,' 'Times'

Recent reports indicate 'The Wall Street Journal' may soon launch local metro coverage in Chicago and Los Angeles.

Editorial

Market to your niche, but do not forget everyone else

If you're a brand selling the basics - food, auto, financial services, household products - avoiding some other basics in your campaigns is a good ...

PRWeek Column

When everybody is a walking ad, there's a heavy price to pay

As the media industry continues its transition to online formats, we're seeing, amid the gloomy closures and layoffs, great creativity in journalism, including tinkering with ...

True experts of social media know how to handle extremes

People can be mean on the Web. Those thoughts that you normally suppress find means of escape, primarily through the increasingly omnipresent social networks.

Guest Column

Creativity must star in marketing of movies

In the entertainment industry, the word "creativity" is typically associated with the end product: what gets onto the screen. At DreamWorks Animation, however, the off-screen ...

Op-Ed

In the Reinvention Economy, creativity is currency of choice

The Reinvention Economy unfolded in 2009, recasting the rules of the corporate world. Leading brands worked to redefine and reinvent themselves in ways that proffered ...

Sense of self helps companies emerge from times of struggle

In the time since I chaired The Arthur Page Society's annual meeting, "Values Under Stress," I have been asked by members of our profession to ...

Gloves Off

Is maintaining a standalone digital practice still preferable for an agency?

Burson-Marsteller's Tony Telloni and Ken Makovsky of Makovsky & Co. debate the merits of maintaining a standalone digital practice.

Special Reports

Awards finalists 2010

Hundreds of entries. More than 70 judges. One shortlist. Who will take the top honors? Winners will be revealed at the PRWeek Awards dinner in ...

Editors' Choice 2010: P&G

With a new CEO and global head of external relations, along with a renewed commitment to integrated marketing and digital, P&G's influence on the industry ...

Editors' Choice 2010: Who to watch

From individuals to agencies, corporations to media organizations, PRWeek's staff looks into the future to predict the entities that will make headlines in 2010.

Newsmaker

Ogilvy PR's Graves adds a global perspective

Ogilvy Public Relations Worldwide's new global CEO plans to use his international experience in both PR and media to build on the success of the ...

Campaign

National Peanut Board adds energy to consumer outreach

In January 2009, salmonella contamination at a Peanut Corporation of America manufacturing plant, which supplied ingredients to many brands, led to the recall of 3,000-plus ...