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Portraits of16 PR POWER LIST

➤Unlike other industries, there is no generally accepted definition forwhat constitutes power in PR. Some individuals are powerful because of the profile of their company or clients. Others yield great influence in media or political circles. And there are those who are powerfulbecause they have mentored leaders who carry on their philosophy. As communicators continue to assert a larger profile in companies andcampaigns, PRWeek’s editorial team looks across a range of criteria andindividuals to devise this ranking of 25 industry leaders who wield powerin ways that are critical for the profession’s growth and development.

■ Financial stewardship■ Thought leadership■ External visibility■ Innovation■ Affiliations

■ Professional tree (mentoring)■ Media influence■ Political influence■ Client/company profile■ Public service

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MARK PENNWorldwide CEO, Burson-Marsteller

As the man who identified the “soccer mom”while President Clinton’s pollster, Mark Pennhas long been at the right hand of significantnational power and hard-data insight into keypolitical and socioeconomic trends. Now achief adviser to presidential candidate Sen.Hillary Clinton (D-NY) – not to mention CEOof Burson – his influence on political messag-

ing is greater than ever.His book, Microtrends,identifies marketablesegments of society un-covered by the kind ofpolling done by Penn,Schoen & BerlandAssociates, which Penn

cofounded. So clearly perceived is his power,that Penn faces questions about the proprietyof serving Clinton and Burson. Penn says hehas recused himself from Burson work thatconflicts with his Clinton efforts, but reported-ly retains personal oversight of Microsoft.

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CHARLOTTEOTTOGlobal external relations officer,Procter & Gamble

Charlotte Otto’s poweris probably greater than

any other corporate communications executivefor the simple fact that she oversees PR for 22billion-dollar brands. She is a thought leaderwho helped give every PR pro the ammunitionneeded to walk into the C-suite and say, “PR is as effective as advertising, and I can proveit.” She was the driving force behind P&G’slandmark research effort that showed that not only could PR’s effectiveness be measured,but also that within the marketing mix it wasequally, if not more, effective than advertising.Otto is also very visible in Cincinnati, home toP&G’s corporate headquarters. She serves onthe Port of Greater Cincinnati DevelopmentAuthority and the Cincinnati Center City De-velopment Corp. Otto has also held past postsat more than a dozen other local organizations.

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RICHARD EDELMANCEO, Edelman

Richard Edelman has gone to great lengths to become the most visibleCEO of any PR agency in the world. Making a concerted effort to speakpublicly about issues facing the industry, he has established himself andhis eponymous firm as thought leaders. By being one of the few agencyCEOs to pursue blogging with dedication and honest enthusiasm, ratherthan mere rote recitation of marketing phrases, he has helped demonstratea belief in the transformative power of the Internet as a communications tool.While Edelman has run into controversies – primarily as a result of his firm’swork with high-profile client Wal-Mart – his reaction to these episodes, whilenot satisfying to everyone across the political spectrum, did meet the markfor openness not always employed by PR executives. Edelman’s steward-ship of his agency, the largest independent firm in the industry, isitself enough to establish him as one of the most influentialpeople in PR. Last year, the company boasted a globalrevenue of $337 million, a more than 25% increasefrom the previous year. Having had the foresight toremain independent throughout the frenzy of holding-company acquisitions, Edelman’s continued successmay provide a blueprint for others to follow.

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1PRWeek • October 15, 2007 • www.prweek.com

Defining qualities

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LESLIE DACH EVP of corporate affairs and government relations, Wal-Mart

When Leslie Dach left Edelman to join Wal-Mart in 2006, he parlayed a post as a premieragency public affairs guru into a role as one ofthe US’ highest-profile in-house communica-tors. Since he arrived, Wal-Mart has improvedits employee health plan, offered cheap pre-

scription drugs, andinstituted one of corpo-rate America’s strongestenvironmental pro-grams to reduce wasteand promote sustain-ability. That programhas become a model for

the rest of big industry, and it’s Dach who is incontrol, which speaks to the power he has toinfluence the rest of corporate America. Whilehe remains a controversial and closely watchedfigure, if he succeeds in making Wal-Mart uni-versally palatable, he will cement his reputationas a man who can accomplish anything.

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JON IWATASVP of communications, IBM

The traditional lament of corporate commu-nicators is that it can be challenging to play a meaningful role in the management of thecompany. But IBM’s Jon Iwata, who reportsto CEO Sam Palmisano, has posed a leader-ship model for navigating the corporate ter-rain by taking on responsibilities not tradi-tionally doled out to a PR team. As a result,

he has positioned bothhimself and his groupfirmly at the center ofthe action. One of theentry points for com-munications leadershipwas Iwata’s taking con-trol of the corporate

intranet, which had languished in the ITfunction previously. The intranet was theforerunner to what is seen as one of the mostsophisticated blogging programs of any cor-poration, also under Iwata’s purview, and theIBM “innovation jams,” which bring togetheremployees, clients, and other stakeholdersaround the world in an interactive forum toassess what is next for the company. Iwata has been slowly taking a more public rolerecently, where normally he prefers a lowerprofile. There are many keen to hear what he has to say.

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KEN COHENVP for public affairs, ExxonMobil

A major point of contention for consumers during the past year and ahalf has been the rising price of gas and the negative effect that it’s hadon their wallets. And it’s Ken Cohen’s responsibility to explain to con-sumers and the media that despite the company’s repeated record-set-ting quarters of $10 billion in earnings, it’s not the gas companies thatset the prices. Cohen and his team got CEO Rex Tillerson on NBC’sToday, the first energy company CEO to appear on the show to discussthe rising gas prices. Educating the public on how the energy industryworks is a top priority for Cohen and his 400 staffers worldwide. Thecrux of this effort, he told PRWeek back in February 2006, was face-to-face discussions with policymakers, citizen groups, and members of the media to go over “Exxon’s basic communication tool,” calledthe Energy Outlook presentation. Cohen is also responsible for han-dling government relations, PR, and corporate communications. Inaddition, he helped guide the company’s entry into the realm of newmedia; Cohen led ExxonMobil’s first briefing with bloggers to explainits position on climate change. While it’s a strategy that other compa-nies have certainly taken, Cohen’s use of such a tactic speaks to hisdedication to demystifying ExxonMobil and relating to consumers on another level.

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6HARRIS DIAMONDCEO, Weber Shandwick WorldwideCEO of Constituency Management Group

A long-time agency leader, former politicalconsultant, and corporate ear-whisperer, HarrisDiamond expertly straddles the line betweenbusiness and PR. Being the CEO of arguablythe business’ biggest PR firm isn’t easy. But asthe Interpublic Group has been weatheringturbulence in the past few years, its CMG division, headed by Diamond, has been a constant bright spot. Weber Shandwick, alongwith fellow IPG firms GolinHarris, DeVries,and MWW Group, provides a steady positivecounterpoint to the ups and downs of theholding company’s more unstable properties.WS remains a PR juggernaut, and Diamond’stalents will surely be in ever greater demand athigher levels in the holding-company structure.Sarbanes-Oxley prevents him from touting WSas “the world’s largest PR firm,” but its leader-ship is assumed. Diamond’s drive has been atthe forefront of establishing it.

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SUPPORTING POWER PLAYERS

Jonathan Carson, CEO, Nielsen BuzzMetrics. A visible fig-ure in the online-monitoring world, Carson proves the im-portance that Internet buzz has on brand reputation.

Kathy Cripps, president, Council of PR Firms. Cripps isdriving the Council’s move toward a deeper relationshipwith marketing executives, a critical shift of direction at achanging time for the industry.

Bill Heyman, president and CEO, Heyman Associates. Inan industry where talent is everything, Heyman helps con-nect some of the most senior pros to jobs, making him anindispensable asset to all involved in executive searches.

Jim Nail, CMO, Cymfony. Nail’s visibility extends outside of PR, partly because of his varied background in marketresearch, brand advertising, and direct marketing, but alsohis aggressive push to get new ideas out there – via hisblog, white papers, or speaking at industry conferences.

Shoba Purushothaman, CEO, The NewsMarket. Having the foresight to start an Internet distribution model forbroadcast-quality video years ago, she has since devel-oped that idea to build a successful business attractingnot just high-level clients, but respected journalists, too.

Peter Wengryn, CEO, VMS. As VMS sheds its “video-tape-company” image, Wengryn is ambitious in his plans for acompany that can serve the ad and PR industries equally.

www.prweek.com • October 15, 2007 • PRWeek

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HAROLDBURSONFounder and chairman,Burson-Marsteller

Burson-Marsteller isunique among firms inits ability to cultivate

and produce great leaders, even if some domove on. These include such luminaries asKetchum’s Rob Flaherty, GCI Group’s JeffHunt, and retired Accenture PR and market-ing head Jim Murphy. While it might credit itstraining programs for these success stories, it’smore accurate to point to the powerful andongoing magnetism of PR’s most famous octo-genarian – Harold Burson. Burson is the chair-man who doesn’t fade away and no one minds,because while his career history is highlightedwith key events and leaders of the second halfof the 20th century, he is no relic. It caused nolittle stir when Burson suggested, in remarkshe made at the ICCO Summit in New Dehli in 2006, that licensing of the PR professionmight be a good thing. When he talks, peopledo more than listen. Burson still takes internsto lunch, adds to his Rolodex, advises CEOs,travels the world for the firm, pitches, blogs,and makes public appearances and speecheswhere he is treated like a rock star.

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MARGERY KRAUSFounder, president, and CEO, APCO Worldwide

Leading more than 500 staff in offices in all themajor world capitals, Margery Kraus has effec-tively identified and capitalized on the trendtoward “business diplomacy,” in which corpo-rations seek to protect their commercial inter-ests globally by currying favor with govern-ments, media, NGOs, and other influencers.Bucking the trend of other PR firms that havebeen swallowed by larger entities, Kraus led amanagement buyout of the firm in 2004 fromGrey Global Group that put APCO back inprivate hands. The results have been good,with revenue doubling since the buyout andnew-client wins in 2006 including CVS, Kraft,and United Airlines. APCO is something of afamily affair. Kraus’ daughter Mara Hedgecothserves as VP and marketing director, while sonEvan is SVP and director of the APCO Onlinepractice. Kraus also takes pride in her successin a traditionally male-dominated industry andtown, and has been widely recognized for herbusiness-building prowess.

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8GERSHON KEKSTFounder and president, Kekst and Company

You won’t see him attending PR industry func-tions, yet everyone knows his name. Kekst & Co.,which he founded more than 35 years ago, is thepremier name in the rarefied field of high-levelcorporate communications. The firms that caterto this niche – corporate crises, financial commu-nications, M&As, bankruptcies, and other press-ing issues – are quite competitive because their

number is small, and they often go after the same clients. By and large,all are capable. But Kekst stands out for its longevity, exclusivity, andconstancy of performance. It consistently ranks at or near the top forM&A volume and value in North America. Gershon himself has earnedhis influence through the firm he created and for his reputation of beingat the end of the phone of many a CEO at the crossroads of crisis or op-portunity. Like many other agency founders, he may not be as hands-onwith client work today, but his firm still performs at the highest level,proving that his power still percolates throughout all of US business.

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PRWeek • October 15, 2007 • www.prweek.com

HOWARD RUBENSTEIN President, Rubenstein AssociatesChairman, Rubenstein Communications

In New York’s social, political, and mediaspheres of influence, nobody forges connec-tions between the big players better thanHoward Rubenstein. He has so many clientsamong the town’s movers and shakers that agood deal of his business now consists of his acting as a benevolent power broker. He is a longtime confidant of institutionsranging from the New York Yankees to theNew York Post and is known for acting as astrategic adviser more than as a mouthpiece.Through his sons Richard and Steven, Ru-benstein has built a family legacy in the in-dustry that seeds his influence far and wide.The list of top-level pros who have passedthrough Rubenstein’s agency during thecourse of their careers could staff, well, apretty good New York PR agency. As long as he decides to continue working, Ruben-stein will always be the go-to guy for thosewishing to plant their flag among the city’selite or to seek forgiveness from those whoare able to bestow it. And even when hedecides to finally take it easy, his legacy will live on for decades.

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12JOHN GRAHAMChairman, Fleishman-Hillard

While Graham has ceded the CEO chair to longtime Fleishman executiveDave Senay, his presence still looms large in the industry and, no doubt,at the firm where he has spent more than 40 years, 30 as CEO. Graham’spower demonstrates itself through the remarkable consistency of hisexecutive team, as well as the agency’s long-term relationships with keyclients like AT&T (formerly SBC), which hinged in no small part on hisleadership. The firm also elevates staff culture to a fine art, boasting oneof the most results-driven, backslapping-averse communities in PR. Itsendurance is linked directly to Graham’s focus for the firm. Though nolonger CEO, he still holds the spirit of Fleishman in a very particular way,but is secure enough in that power to give Senay room to make it hisown. Retirement? Don’t hold your breath. Rather, look for the next phaseof Graham’s industry leadership in the form of external opportunities.

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10STEVE HARRISVP of global communications, GM

Steve Harris came back to General Motors in2006 to help the company turn things around.Like the other two-thirds of Detroit’s BigThree, GM has seen some hard times over the past few years, including being surpassedby Toyota as the world’s top automaker. Partof Harris’ plan has been his steadfast beliefand efforts in knocking down the walls be-tween PR, advertising, and all of the othermarketing disciplines to create a more holisticmarketing approach, which is what’s needed to attract today’s automotive consumer. Thegeneral media and auto trades have taken theirshots at the company, but Harris has stood hisground and has been very transparent with thestate of the company. Harris has also been adriving force behind GM’s new-media efforts

and looks to incorpo-rate it into all of thedepartment’s planning.Harris is constantlypushing for the bestway to communicate to various audiences.

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14KAREN HUGHESUndersecretary of state for public diplomacy and public affairs, US State Department

With probably the most important public affairs job inthe US, Karen Hughes has the tough task of trying toimprove the image of the US around the world amidwide dislike of America’s foreign policy. But given herclose, long-running ties to President Bush, Hughes, if any-one, has the political muscle to make the State Departmentbureaucracy more efficient, open, and creative in its com-munications with the outside world. After somewhatof a false start – a 2005 “listening tour” of theMideast was criticized in some quarters forbeing culturally insensitive – Hughes this yearstepped forward with a public diplomacy planthat emphasizes personal ties between peoplein the US and the rest of the world, primarilythrough exchange programs. Now she will becalling upon the business community, NGOs,and other organizations in the private sector tohelp the US government follow through withthe new plan to restore America’s image as aplace of freedom and opportunity.

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www.prweek.com • October 15, 2007 • PRWeek

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BILL MARGARITISSVP, worldwide communications and IR, FedEx

Bill Margaritis oversees all reputation manage-ment, IR, PR, employee communications, and

community relations forFedEx and its subsidi-aries, which represent$36 billion in annualrevenues and more than280,000 employees andcontractors worldwide.Since joining in 1997,

he has been pivotal in helping FedEx trans-form its image of an air express carrier to afull-service transportation provider and hasdriven the restructuring of its global internalcommunications function. FedEx’s communi-cations program has been recently recognizedin various books and industry titles as “best-of-class” for its leadership in reputation manage-ment. Margaritis also serves on a number ofboards, including the Arthur Page Society andBig Brothers/Big Sisters of Greater Memphis.

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KATHYBLOOMGARDENCo-CEO, Ruder Finn

Kathy Bloomgarden’spower stems from in-credible C-suite accessat many of today’s lead-

ing companies, which translated into a book,Trust: The Secret Weapon of Effective BusinessLeaders. In her 25-plus years in PR, she hasdone significant work for Novartis, BP, Pfizer,and many others. She has the ear of many es-teemed journalists, who take her calls, in part,because of her access. Internally, Bloomgardenhas helped lead her firm to continual growth,evidenced by a 12% rise in US revenue and an8% global revenue increase in 2006. A tirelesstraveler and networker, she is a member of TheCouncil on Foreign Relations and the Women’sLeadership Board of Harvard University’sJohn F. Kennedy School of Government.

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RAY JORDANVP of public affairs and corporate communications, Johnson & Johnson

The more healthcare’s marketing and PRefforts are scrutinized, the more the industrycraves fresh thinking and a creative approach.Enter J&J’s Ray Jordan, who is responsible forstreamlining a team of some 300 global com-munications people. Leading a team of thatsize for a company of this profile is a hugetask, but he has exhibited foresight and anability to tackle tough challenges. Take J&J’sawkward decision to sue the venerable Ameri-can Red Cross; Jordan blogged openly aboutwhat was at stake at www.jnjbtw.com.Thatblog, launched in June, looks to “find a voice

that often gets lost informal communica-tions,” a refreshingattempt to engage withthe public when conser-vative healthcare com-panies rarely do so.

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CAROL CONEFounder and CEO, Cone

Arguably the most powerful and visible figure in the world of causebranding, over the past 25 years Carol Cone has created signaturecause programs for a number of Fortune 500 companies, including the Avon Breast Cancer Crusade, ConAgra Foods Feeding ChildrenBetter, PNC Grow Up Great, Reebok’s Human Rights Awards, andthe American Heart Association’s Go Red for Women. Those pro-grams and others have raised more than $750 million for various socialcauses. Not only is Cone perceived as a thought leader in the world of cause branding – a term her agency has trademarked – but she alsopractices what she preaches: She was a founding member of Businessfor Social Responsibility, a national organization of businesses that considers both profit and social responsibility as its bottom lines. And she personally funded a Habitat for Humanity home to honorand recognize her agency’s employees, who built the house in the summer of 2000.

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HELEN OSTROWSKICEO, Porter Novelli

As a board member of the Council of PRFirms and Arthur W.Page Society, as well as a member of thePRSA and Counselor’sAcademy, Ostrowski is a leading force in

the development of the PR profession and a mentor to up-and-coming executives. Withclients including Dow Chemical, Wyeth, andBritish Airways, she leads a team that is in-creasingly global, as well as multidisciplinary,helping to coordinate PR, marketing, and adoutreach. During her stint as Council chair, shehelped move its focus toward the marketingworld, a key factor in its ongoing relevance.

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EMERGING POWER PLAYERS

Tony Cervone, VP of communications, GM NorthAmerica. As Steve Harris’ likely successor, Cervone ismaking a name for himself by helping the automakerthrough recent troubles and upping its new-media use.

Tim Dyson, CEO, NextFifteen. Dyson’s leadership ofNextFifteen gives him deep insight into the changingtechnology market from across clients and agencies,which he in turn applies to his blogging and otherthought-leadership efforts.

Kim Hunter, president and CEO, Lagrant Communica-tions. Hunter is the leading provocateur on the issue ofincreasing diversity in the communications profession.And his creation of the Lagrant Foundation whichawards scholarships to minorities proves that he’sdoing more than just talking about it.

Bill Imada, chairman, IW Group. Imada is not only athought leader on the subject of marketing to AsianAmericans, but his agency boasts a roster of clients –including McDonald’s, Wal-Mart, and AT&T – whoseactions can inspire others to follow suit.

Mona Williams, VP of corporate communications,Wal-Mart. As the top media relations person for a company with a level of media interest and coveragethat rivals none, Williams’ influence is immeasurable.

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JASON WRIGHTSVP, comms and publicaffairs, Merrill Lynch

Wright took the reignsat Merrill Lynch fromthe well-known PaulCritchlow and reports

to CEO Stan O’Neal. The subprime mortgagecrunch puts Merrill in the spotlight, as the firmannounced it would post a big Q3 loss owingto the related writedowns. It is Wright who isresponsible for maintaining Merrill’s reputationamid such events. The New York Times recent-ly reported that Wright is a Barack Obamafundraiser, with a seat on his national financecommittee. He has also served as co-chairmanof the board of the Museum for African Art,and is a trustee of the The Cooper Union forthe Advancement of Science and Art.

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ANDY LARKVP, global marketing and communications, Dell

In assuming Dell’s top communications role,Andy Lark returns to the Fortune 500 corpo-rate environment where he made his name.Dell is in the midst of massive change from amessaging and environmental standpoint andis now reviewing its firms, putting Lark in theposition to truly affect its direction. A new-me-dia and traditional PR expert, Lark has shep-

herded Fortune 500sand startups. He previ-ously served as VP ofworldwide marketingand communications atSun Microsystems, be-fore becoming CMO atLogLogic. Known for

his blunt opinions about PR, innovation, andsocial media’s efficacy, Lark is a well-respectedsource for understanding the complex tech-marketing environment. His own personal innovation can be found at his consultancy,Group Lark, which has done work for South-west Airlines, Entrust, and Palamida.

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LESLEE DARTFounder and CEO, 42West

Leslee Dart doesn’t run the country’s largestPR firm, but she does lead one of the mostinfluential. When Dart was publicly dismissedafter 23 years from PMK/HBH in November2004, members of Hollywood’s elite expressedoutrage and surprise. By the end of the year,however, she had resurfaced at the helm ofNew York-based the Dart Group, with a staffincluding former PMK/HBH colleagues andseasoned studio publicists, as well as a loaded

account roster, includ-ing longtime PMK cli-ents Nicole Kidman,Scott Rudin, TomHanks, Woody Allen,and Martin Scorsese.By the end of 2006,Dart had expanded

operations to Los Angeles and renamed thefirm 42West to reflect its bicoastal growth.Known for getting results, Dart’s strong will isas fabled as her media influence. But in threedecades of industry work, she has maintainedan outstanding reputation among clients, jour-nalists, and even competitors: Dart is not onlyrespected, but genuinely liked. And that rarityin the world of entertainment publicity is theultimate testament to her PR power.■ ■

JOELE FRANKManaging partner, Joele Frank,Wilkinson Brimmer Katcher

Joele Frank doesn’t run the largest financial PR firm, snag every high-profile corporateclient, or advise on every huge M&A deal. Butas one client told USA Today, “They do aggres-sive financial PR, and they are very good at it.”Frank’s firm, and she herself, are known fortheir adeptness in down and dirty situations.Waging bitter proxy battles, running interfer-ence on hostile takeovers, and fending off hun-gry creditors are her specialties – all the whilefeeding the media a constant stream of fast-paced chatter. If you need an advocate with abulldog’s attitude, there is no one better in thebusiness. Frank is also the only woman to haveled a firm into the top ranks of the financialcommunications world. It seems unlikely thatin an industry with more women than men, thespecialized corners of financial PR would lackgender balance, but the numbers don’t lie.Then again, Frank’s work speaks for itself. Sheremains a go-to source for the hardest cases.

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ED GILLESPIECounselor, White House

Don’t let the generic title fool you; Ed Gillespie’s position in the WhiteHouse is that of senior adviser guiding all of President Bush’s commu-nications. Recently replacing Dan Bartlett, a close associate of Bushfrom his days as Texas governor, Gillespie is a longtime player in Re-publican politics, having served as a principle creator of the Republi-can Party’s 1994 “Contract with America” political platform. He is also cofounder of the DC lobbying and public affairs firm QuinnGillespie & Associates, and he was chairman of the RepublicanNational Committee in 2004. The President may face low approval ratings with just a little over a year before his time in office ends, butTheodore Roosevelt’s description of the White House as a “bully pul-pit” remains as true now as ever. Who else in the country is able tocommand free air time on network TV at virtually a moment’s notice?Gillespie, by association, holds considerable influence over US publicaffairs at the moment and in his own right will continue to do so longafter W. has departed from Washington.

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25DECLAN KELLYCEO, FD

Some five years ago, Kelly was making a name for himself as theupstart US CEO of FD, a firm that had completed a successful man-agement buyout from Cordiant, not least because of Kelly’s deter-mination to make it happen. Now FD, which was acquired by business consulting firm FTI in 2006, is again on the acquisition track, havingannounced its latest deal to purchase Ashton Partners. With Kellydirecting operations, in a market where North American acqui-sitions are still relatively rare, more than a few smaller-agencyCEOs will be taking his calls. Originally from Ireland, Kelly’sroots are in journalism. His success in building FD has beenbased much less on his own individual work with clients thanon his sheer determination to overhaul its reputation and flipit to a new, more appetizing parent. Kelly was brazen duringthe down market, plucking such luminaries as Hollis Rafkin-Sax, head of investor relations at Edelman, and Harlan Teller,former president of Hill & Knowlton’s corporate practice.

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PRWeek • October 15, 2007 • www.prweek.com

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