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New York, N.Y., February 7, 2008 - Precisely identifying and energizing the connections and influence of individuals within social networks is so crucial to successful brand and reputation building that Ketchum, a top-10 PR firm, has partnered with a leading social network expert to help clients accelerate the movement of opinions, ideas and actions across consumer networks. The partnership is an exclusive one in the public relations realm and will combine the expertise of Ketchum and Rob Cross, the author of The Hidden Power of Social Networks and a professor at the University of Virginia (UVA), in a research program helping to locate opinion leaders in consumer networks. Cross also leads the Network Roundtable, a consortium of companies and experts focused on social networking, housed at UVA. The partnership gives Ketchum and its clients a highly precise methodology for mapping networks of influencers.
"As the public relations industry evolves, social network engagement will enhance our work in change management, brand marketing and corporate reputation building," said Rob Flaherty, Senior Partner, Ketchum. "Combining Ketchum's resources with Rob Cross's expertise gives clients deep insight into the networks of influence that matter to them."
The approach, proprietary to Cross and UVA, will now be used by Ketchum to enhance offerings that specialize in targeting and leveraging connections within networks. In particular, this sophisticated network mapping approach will enhance the work of Ketchum's Zócalo Group, a Ketchum unit that helps brands drive sustainable word-of-mouth, and Ketchum Global Research Network, which provides research and measurement services to many of Ketchum's multinational clients.
This first-ever partnership between Cross and a public relations firm gives Ketchum's clients a scientifically valid tool to map networks of diffusion and influence within consumer networks. These "influencers" within consumer communities are increasingly pivotal in how brand reputation is shaped and communications diffused.
About Ketchum
A communications innovator, Ketchum ranks among the largest global public relations agencies, operating in more than 50 countries. With five global practices – Brand Marketing, Corporate, Healthcare, Food and Nutrition, and Technology – and specialty areas that include Concentric Communications (experiential marketing, events and meetings), Ketchum Entertainment Marketing, Ketchum Global Research, Ketchum Sports Network, Stromberg Consulting (change management and workplace communications) and The Washington Group (lobbying and government relations), Ketchum leverages its marketing and corporate communications expertise to build brands and reputations for clients. For more information on Ketchum, a unit of Omnicom Group Inc. (NYSE:OMC), visit www.ketchum.com.
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