Homeland Security's "Get Ready Now" Gets PR Help

"Ruder Finn designed the Dept. of Homeland Security's www.ready.gov website and brochure that provides tips on how to prepare against a biological, radiation or nuclear attack," O'Dwyer's PR Daily reports. "Ruder Finn wants to be 'clear and accurate' in giving tips to cope with terror attacks. 'We worked with the Ad Council on its Smokey the Bear campaign, and AC staffers recommended us for the Homeland Security work,' said [Ruder Finn senior VP Scott] Schneider. The AC hopes to line up $50 million in space for the 'Get Ready Now' ad spots.' ... Schneider said RF's goal was to compile information for the campaign that was as 'clear and accurate' as possible and which could be easily understood by all Americans."