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A worldwide reputation Shandwick Public Relations was established in London in 1974 by Lord Chadlington. The agency went public in 1985, and eventually grew, largely through acquisition, into the biggest publicly-held PR conglomerate in the world. The agency specializes in what the industry refers to as "Reputation Management," and serves a number of industries, including high tech, financial and professional services, manufacturing, sports/entertainment, consumer brands, health care, and public affairs. Acquiring an American brand In 1989, Shandwick acquired Golin/Harris, a Chicago-based PR firm with offices across the United States. Shandwick and Golin/Harris are the two major brands under Shandwick's parent company, International Public Relations, which was acquired by Interpublic Group in 1998. Today, Shandwick has 102 offices with 1,650 public relations professionals serving clients worldwide with clients like Hewlett Packard, IBM and Kraft. Arresting disorder Through the early and mid-1990s, Shandwick expanded globally through acquisition, but allowed the agencies it purchased to operate independently under the Shandwick umbrella. In 1995, Shandwick began efforts to unify the agencies and create a tighter overall structure. In March 1997, the agency launched Shandwick Interactive, an online marketing and support services unit, for clients selling products over the World Wide Web. Even before it established a dedicated unit, the agency was generating close to $5 million a year developing and managing web sites for clients. Early clients of Shandwick Interactive included Reebok, Digital Equipment, and Northwest Airlines. Revamp and rename By late 1997, Shandwick was still trying to unify its various acquisitions, and suffering from a drooping share price. In February 1998, the agency announced that its 1997 net income had dropped 10.3 percent from the previous year. Thus, under pressure from shareholders, Shandwick International was forced to reorganize. The agency dismissed CEO Dermot McNulty, U.S. chief Larry Kaplan, and the agency's U.K. boss, Colin Trusler. Founder Lord Chadlington then took on the post of executive chairman. The agency decided to improve its competitive edge by concentrating on (and consolidating its subsidiaries into) its two strongest brands - Shandwick PR and the Golin/Harris subsidiary. In addition, Shandwick International changed the name of its umbrella company to International Public Relations to eliminate confusion with Shandwick PR. Going (Inter)public In July 1998, after months of rampant takeover rumors, U.S.-based advertising giant Interpublic Group acquired International Public Relations in a stock deal valued at close to $170 million. As part of Interpublic Group, IPR joined advertising biggies like McCann-Erickson Worldwide and Hill, Holiday, Connors & Cosmopulos. Interpublic soon became the world's third-largest PR agency network, behind Omnicom and Young & Rubicam. IPG now benefits from Shandwick's presence in China, Russia, and Japan, as well as from Golin/Harris's strong relationships with clients like McDonald's Corporation. The two PR agencies in turn gain the advantages that come with Interpublic's vast financial resources. The moves seem to be working. Shandwick was the top billing PR firm in both Washington D.C. and Los Angeles for 1999. Shandwick leaders Today Shandwick PR has nearly 100 offices worldwide; the second-largest of which is its Minneapolis-area outpost (Bloomington). In the last year, the agency has been dealing with reorganization and acquisition-related changes, but industry insiders say it has been coping well. In the meantime, Shanwick's Americas region chief Scott Meyer has implemented a new approach to "Reputation Management" - a move that will hopefully make Shandwick stand out from the rest of the industry. Shandwick strengths Industry observers praise Shandwick PR's capabilities in technology and new media, as well as in public affairs and consumer marketing. The agency is particularly strong in terms of applying new technologies to the PR business. Shandwick-Miller, its technology division, has been active for more than 20 years. Furthermore, the whole agency is implementing a new intranet, which is expected to improve its new media capabilities. The agency's Detroit office derives about 50 percent of its income from the automotive industry and related businesses. In February 1998, the agency hired David Cole, a touted car industry 'guru,' as a consultant to Shandwick's automotive clients worldwide. More than meets the eye Casting a cloud over Shandwick's recent success, is the departure of Shandwick North America CEO Michael Petruzzello. By all accounts, Petruzzello was well liked and could get an account by just walking into the building. His departure raises doubts about the position of Shandwick as the top PR firm in D.C. and competitors from all over the country have jumped on a potential top-level shakedown at Shandwick.
Although "a lot of people come in through referrals," the agency accepts "unsolicited resumes from people all over the world." Both Shandwick and Shandwick/Miller have home pages featuring employment information and online applications. You can also fax or send resumes and writing samples to the office of your choice via snail mail (a list of locations is available on each web site). Some Shandwick offices hold monthly informational meetings for prospective hires. An insider explains: "We give the history of our agency, describe the PR market in the area, and explain what we look for in employees." Call the HR department of the office you'd like to work in to see if it offers such meetings. Interviews consist of "meetings with a couple of different people," usually an HR rep and one or more members of the team that's hiring. One insider went through "three interviews with seven people before they made me an offer." "There are no quizzes," reveals a source, "but there is a writing assignment." Informants say candidates "should be comfortable with computers," and be "skilled at making decisions, solving problems, and coordinating a diverse group of detailed tasks and responsibilities." Those looking to enter PR should also have "excellent oral and written communication skills." Another insider stresses the ability to speak another language: "it's a great asset if you can write, read, and speak fluently - not just at the high school level!"
0Laid-back but professional Insiders describe the agency as "a good place to work," since it's "laid-back but professional," with a "good mix of people." They do point out that "we are a global company" that tends to "localize its culture," but most agree that employees are "friendly and pretty young." Work responsibilities vary, and employees deal with "all kinds of corporations - from Forbes 500 to tourism associations, trade and professional groups, convention and conference centers and governments." Because employees are assigned to more than one account, most work "under pressure from many people." Thus, a source notes, "we must be able to respond tactfully and creatively to difficult situations." Free stuff Shandwick requires business attire, but "on Fridays and during the summer, it's corporate casual." "No shorts or sundress type stuff though," notes one insider. Salaries are "pretty standard for the industry," and sources say "special perks depend on what account you're working for." For example, "if you work for Sharp, you can borrow any of their products - laptops, MiniDiscs, etc." Shandwickians? Insiders beam over Shandwick's "amazing opportunities to grow." One source explains: "I started at Shandwick out of college and not even two years later I am an account executive." That source goes on to add: "I really like my job and my fellow Shandwickians." A different source from Shandwick also describes "a wonderful experience" at the agency. Though the the recent acquisition by Interpublic has caused some organizational issues, most think "it's a really good step for Shandwick." On the job "Most of us do our work in cubicles and on-site at hotels and convention centers." Be prepared for a lot of travel, because some positions "require visits to clients." Though many report working "between 40 and 55 hours a week," others describe more grueling schedules. "After-hours and weekend work are highly likely," one insider reports, "as are periods of intense labor and long hours before and during press conferences, launches, press releases, and other events." "Most of the VPs are women." Women need not worry about sexual discrimination at Shandwick, since "most of the VPs are women." "We are all treated the same," remarks a source; and another insider says the treatment of women and minorities is "excellent." Success at Shandwick "is all based on performance," an employee emphasizes. "If you work well, you will be rewarded. If you mess up, you will be cut, very simple."
Global Reputation Management;Corporate Communications; Employee Communications;Business-to-Business Communications;Financial PR/Investor Relations;Public Affairs/Government Relations;Technology PR; Consumer Marketing;Community Relations;Entertainment PR;Healthcare; Environmental PR;Sports Marketing;Crisis Communications;
Burson-Marsteller;Edelman Public Relations;Ketchum;Hill & Knowlton More Company Profiles For more career information, go to Vault.com ©2000, Vault.com Inc
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