Y2K PR bunker
>Just as the United States, Japan and other countries are creating nationalRegards,
>command centers to address Y2K operating problems at the turn of the
>millennium, public relations agencies are creating global command centers
>of their own to deal with Y2K perception problems. The PR Network's Brian
>Schaible looks at Y2K bunkers being created by two top agencies.
>PR giants Burson-Marsteller Worldwide and Hill and Knowlton recently
>announced special measures to help clients deal with an uninformed and
>anxious public. Burson-Marsteller CEO Christopher P.A. Komisarjevsky
>described the problem this way:
>"The stage is already set for irrational consumer behavior. A growing
>plurality of Americans now say they expect to store food, water, and cash
>regardless of what happens on January 1st. And, you can expect the media to
>feed the excitement for the rest of the year. How can they resist? Y2K's
>slow-motion train wreck makes for a sensational story. The downside, of
>course, is that irrational behavior has the potential to disrupt your
>business in the fourth quarter of 1999 and negatively impact your bottom
>Hill and Knowlton announced plans to create teams of 40-50 people, drawn
>from existing staff in such areas as advanced technology and crisis
>communications, to prepare clients to deal with the public relations
>aspects of the millennium bug.
>Komisarjevsky said Burson Marsteller has set up 18 communications command
>centers worldwide to offer clients a three-phase program leading up to and
>following the Y2K weekend.
>In the Preparation Phase, now through Dec. 31, B-M will help clients
>develop a Y2K-compliant communications strategy and inform key internal and
>external stakeholders of their plans for handling Y2K-related issues.
>During the Communication Phase, Nov. 1 through Dec. 31, the agency says it
>will counsel clients on Y2K-specific media relations and crisis
>In the Response Phase for the millennium weekend and beyond, Komisarjevsky
>said the agency's communications command centers will provide counsel and
>rapid response to help clients respond to Y2K issues as they emerge.
>"No one can say with certainty what will occur as we approach the Y2K
>weekend. That's why tremendous resources have been devoted to addressing
>the technical aspects," Komisarjevsky said. "But behavior is the other Y2K
>problem. Underestimating consumer behavior and the public perceptions of
>your organization and its activities could put your technical investment,
>and your reputation, at risk."
>This week, Reuters ran a story on the Burson-Marsteller and Hill and
>Knowlton preparations under the headline "Public Relations Experts
>Preparing Y2K Spin-Doctoring." After describing the agencies' programs and
>wondering aloud "Is the Y2K frenzy already only a simple case of too much
>hype leading to an awful letdown?" Reuters closed its story with this
>"As more public relations agencies, advertising agencies and marketing
>consultants join in the spin-doctoring effort, it could conceivably breed
>an entire new professional services segment: 'Y2K Image Control.'"
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>For more information on Y2K visit http://www.theprnetwork.com for an
>in-depth special report and links to important Y2K sites on the World Wide
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>News of the Week
>SAN DIEGO--(BUSINESS WIRE)--July 29, 1999--The Internet's top 100
>E-commerce sites spent an average $8.6 million last year to build their
>online brands and drive additional traffic to their websites, according to
>data reported by The Internet Commerce Briefing.
>NEW YORK, July 29 /PRNewswire/ -- The McGraw-Hill Companies today launches
>its new corporate advertising campaign ''Questions,'' which focuses on the
>company's broad capabilities and expertise as a global information
>provider, and creates a stronger link between The McGraw-Hill Companies and
>some of its well-known brands. Three new TV spots created by
>Margeotes/Fertitta + Partners, Inc. launch nationally on Thursday, July 29th.
>NEW YORK--(BUSINESS WIRE)--July 28, 1999-- The Myers Group predicts that
>online ad spending will reach $32 billion in 2005, surpassing even many of
>the most bullish forecasts made to date. Myers forecasts online spending
>for 1999 to approach $2 billion. The Online Advertising report anticipates
>a continued rapid escalation in online ad spending during 2000, a slight
>slowdown in growth as consolidation hits the industry in 2001, but
>"extraordinary growth in 2002 and beyond." The report says that ad spending
>across all media will total $400 billion in 2005, making online's share
>WINDSOR, Conn.,--(BUSINESS WIRE)--July 28, 1999-- ADVO, Inc., the nation's
>largest targeted direct mail marketing company, with annual revenues of
>over $1 billion, today announced strategic plans to extend the company's
>print advertising offerings within and beyond the mailbox.
>NEW YORK, July 28 /PRNewswire/ -- Grey Direct, the world's eighth largest
>direct marketing agency, today announced the acquisition of MarketData
>Solutions, a leading database marketing company. The terms of the
>transaction were not disclosed. Grey Direct will combine its existing unit,
>Grey Database Strategies, founded in 1997, with MarketData Solutions to
>create a new global database marketing company under the MarketData
>Solutions brand. The new company will operate as an independent brand of
>ISELIN, N.J., July 27 /PRNewswire/ -- Datek Online, the nation's fourth
>largest online brokerage firm, announced that Bozell Worldwide in New York
>has been awarded its $80-million account. Bozell will handle the
>advertising, direct mail and media associated with Datek Online's first
>fully integrated brand campaign.
>NEW YORK, July 27 /PRNewswire/ -- Grey Advertising Inc. today announced
>that it has acquired Beyond Interactive, a full-service online advertising
>agency. Terms of the transaction were not disclosed. Beyond Interactive is
>headquartered in Ann Arbor, Michigan, with offices in San Francisco and New
>York. Jonn Behrman, CEO, Darian Heyman, Nick Pahade and Matt Day founded
>the company in 1995.
>FOLSOM, N.J., July 27 /PRNewswire/ -- South Jersey Industries, Inc. today
>announced that it retained Cherry Hill, N.J.-based The STAR Group as its
>advertising agency. The STAR Group now handles all corporate advertising
>for SJI and its subsidiaries South Jersey Gas Company and South Jersey
>SAN FRANCISCO--(BUSINESS WIRE)--July 26, 1999--JDA Advertising, one of the
>fastest growing hi-tech marketing and communications agencies, today
>announced the Company's acquisition of The Hurst Group, a $15 million Salt
>Lake City agency.
>SEATTLE--(BUSINESS WIRE)--July 26, 1999--OnHealth Network Company today
>unveils a $25 million integrated branding initiative to support its newly
>redesigned Internet health site, onhealth.com. The site and campaign "A New
>Way to Look at Everything OnHealth," which premieres today, reflect a new
>way Americans are defining and thinking about their own personal health.
>OnHealth's ad campaign was created and produced by TBWA/Chiat/Day in San
>SAN FRANCISCO--(BUSINESS WIRE)--July 23, 1999--Burson-Marsteller today
>announced that it has completed the acquisition of Hart Cooper Partners, a
>San Francisco-based marketing and public relations firm focused on emerging
>LOS ANGELES, July 23 /PRNewswire/ -- asher&partners has been awarded the
>PayMyBills.com multi-million dollar account, marking the agency's
>continuing efforts in the world of major new media, it was announced today
>by Darryl Asher, general manager of asher&partners, and Jeff Grass,
>co-founder and vice president of customer contact of PayMyBills.com. The
>agency will represent PayMyBills.com, a personal bill management service,
>in all areas of advertising and marketing.
>Full text of these and many other articles can be found at
>Steven N. Wynkoop & Brian W. Schaible, APR
>Principals and Founders
>The PR Network
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>Steven N. Wynkoop & Brian W. Schaible, APR
>Principals and Founders
>The PR Network
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