Case study of Hill and Knowlton's former CEO and public relations specialist Robert Dilenschneirder and his handling of the National Council of Catholic Bishops contract to craft Pro-Life messages in the early 1990s.

1. Hill & Knowlton Josh Hedrick, Abby Vaughan, Bryant Welbourne

2. About Hill & Knowlton International communications agency 79 offices in 44 countries Founded in 1927 by John W. Hill and Donald Knowlton Currently owned by WPP Group

3. Values Professional and Personal Accountable Bold Collaborative Diverse

4. Controversial Clients Tobacco Industry – 1953 “Citizens for a Free Kuwait” – 1990 National Conference of Catholic Bishops- 1990

5. Robert Dilenschneider Graduate of Ohio State University’s School of Journalism Joined Hill & Knowlton’s in 1967 Author of eight books related to his experiences in public relations http://feedroom.businessweek.com/index.jsp?fr_story=67e357b1979cc5a897f3d16d82a2d52e0b5200ee

6. Dilenschneider as H&K CEO Became CEO in 1986 Vision: Constant expansion of client list to be the most recognized PR agency in the world Agreed to take on an anti-abortion campaign in 1990

7. Catholic Bishop Case National Conference of Catholic Bishops want to reframe national abortion debate H&K only firm to show interest Agree to a multi-year deal, reported to be worth around $2 million

9. Employees learn about contract from a terse memo from upper management

10. NY office and other employees learn of NCCB from journalist inquiries and media reports

12. Complaint circulated and signed by employees

13. A few employees resign, refuse to work on case

14. H&K said employees don’t have to work on the case if they weren’t comfortable.

16. Media attention and scathing articles about H&K employee relations failures and Catholic dissent lead to eventual parting of ways

18. “When a PR Firm Needs a PR Firm” “Months after the eruption of the U.S.C.C. controversy, morale in the New York office remains low. But in taking the account, Hill & Knowlton is betting that, in the long run, it will bolster the company's already considerable reputation as the brashest public relations company in the business, the only one ready and willing to take on all comers.”- http://www.nytimes.com/1990/09/09/magazine/what-hill-knowlton-can-do-for-you-and-what-it-couldn-t-do-for-itself.html?pagewanted=6

19. Practicing What They Preach Communicate with employees Return to Hill’s original vision and motives Value quality over quantity

20. The Modern H&K Welcome to Hill & Knowlton: http://www.youtube.com/watch?v=4_6m5EGzrng Lesson learned: H&K one of first PR firms to offer benefits to same-sex partners