WHITE HOUSE ADVISER TO BE PROMOTED AS GLOBAL BRAND

Dr. John Rutledge Retains PR Firm for Major Media Push

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NEW YORK (AdAge.com) -- Dr. John Rutledge, a current senior adviser to President Gerge W. Bush, has hired a public relations firm to promote his personal policy ideas around the world.
Dr. John Rutledge, White House adviser.

> Hear one of the Rutledge radio spots


Dr. Rutledge, who has worked with the president on two significant issues, the dividend tax cut and rebuilding Iraq, has hired KCSA Public Relations Worldwide to brand himself and his companies globally. KCSA's task is to generate news coverage of Dr. Rutledge's lecturing and writing on global economics and financial markets.

Speaking to AdAge.com from his home in Maui, Hawaii, Dr. Rutledge said his aim was to revive his profile as an expert on public policy. "Am I jumping back in the public policy fold? Absolutely," he said. "I did a lot of work on the dividend tax cut and how it would translate in the real world."

'No official rule'
When asked whether the White House is aware of his own personal marketing efforts or might have enlisted him in the re-election campaign, he responded, "Many people know what I do. There is no official rule." He stressed, however, that he had not been asked to do any sort of campaigning, but said: "I'm cheering for him [President Bush]."

"There is no formal role. This is very much my own personal campaign, I am not partisan." He said if he shared views with the Democrats then he would say that. "A lot of Republican beliefs are aligned, but I need to keep my independence. My loyalty is to principles and ideas and when they diverge, I will diverge, too."

In addition to his position as an adviser to the current administration, Mr. Rutledge, served as a member of the Reagan transition team and was one of the principal architects of the Reagan administration's economic plan in 1980.

9000 radio stations
According to an agency spokeswoman, Dr. Rutledge selected the firm to help schedule speaking engagements and manage his media schedule. KCSA is also distributing a one-minute syndicated radio spot, called "Heads-Up," through PR service firm MediaLink, which will offer it nationally to 9,000 radio stations.

KCSA has already produced three to four spots, one of which discusses how telecom deregulation benefits the consumer. An upcoming spot discusses taxes.

A syndicated column, the "Rutledge Update," is also being distributed to print publications.

In addition, KCSA will work for Dr. Rutledge's two companies, the Rutledge Institute for Capital and Growth and the private equity firm Rutledge Capital.

His biography lists his advisory and speaking clients as General Electric Co., Boeing and AIG, among others. It also lists his current media commitments, which include writing a regular column for the American Spectator. He has written on business strategy in Forbes magazine for more than a decade.

KCSA is not a Beltway specialist but known for its financial and investor relations expertise. KCSA has offices in Los Angeles, New York, London and Tel Aviv

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