NEW YORK, May 2—Last year, Elliott Sloane, CEO and founder of corporate and financial public relations firm Sloane & Company, was working with e-government website govWorks, securing interviews for the chief executive with ABC News and other top-tier media outlets. At the same time, Morris Reid, a principal at Washington, D.C.’s Dewey Square Group, was helping the same chief executive get face time with President Clinton and other principal actors on the public policy stage.
Today, govWorks is gone—acquired by eOne Global and American Management Systems—but Sloane and Reid are continuing to work together, through a strategic alliance. They will share clients and develop integrated programs designed to reach the two most powerful opinion leader groups in the United States: federal, state and local legislators and regulators, and the New York business media and financial community.
“It’s a powerful combination, “says Sloane, whose firm recorded revenues of $5 million last year, after he launched in 1998. “If you are doing a 202 campaign to influence legislators, one of the best ways to increase your influence is to have an impact in the financial community. Lots of people focus on hometown media, and that’s important, but legislators are very interested in the reaction of the financial community. You can’t reach those people from Washington—very few public affairs firms have a relationship with the telecommunications editor at The Wall Street Journal—but you can do it from New York.”
Sloane and Reid are not the first to see an opportunity in reaching the public affairs and financial communities with an integrated message. Leading independent public affairs firm The Hawthorn Group opened a New York office three years ago to target the corporate and financial sector, and international investor relations agency Gavin Anderson & Company last year acquired Washington public affairs firm Chlopak Leonard Schechter & Associates.
Sloane and Reid have already signed up a handful of clients who will be using the integrated approach, including Camelot Information Technologies, an Israeli-based network security firm; the Federal Home Loan Bank of San Francisco; and the Nehemiah Corporation, a, non-profit mortgage and urban development company.
Dewey Square Group specializes in public policy issues and grassroots lobbying, and Reid previously served as executive aide to secretary of commerce Ron Brown and subsequently as a senior staff person with the U.S. Department of Housing and Urban Development. Reid was also director of Al Gore’s office at the Democratic Convention and deputy director of vice presidential operations for the Clinton/Gore ’96 campaign
“Together, we can deliver exactly what clients want,” says Reid, “an integrated approach that recognizes the inherent pressure points in a campaign and how to successfully attack them.”