April 12, 1999
By Rebecca Flass
BOSTON: Within four months of opening his first PR practice in Boston, Allan Steinmetz, founder of Inward Strategic Consulting, has opened a sec-ond office in San Francisco.
Director Chuck Riley, who worked with Steinmetz when he was at Young & Rubicam, will head the new office.
Steinmetz, a former senior VP of marketing communica-tions for Arthur D. Little built his firm on a copyrighted internal communication planning process Inward Marketing™ --designed to create internal communications plans to enroll, motivate, educate and inspire staff to support large-scale change initiatives.
While Steinmetz said he is not competing with Arthur D. Little, he sees his firm as a rival to PR agencies and change-management consulting firms.
"I thought there was a real gap in the market between traditional PR and advertising agencies and management consulting firms, in terms of change management implementation" said Steinmetz.
The firm has four full-time employees and a network of stringers. It has been retained to do several projects for brand-name organizations including Arthur D. Little. And according to Steinmetz, two major management consultant firms and two PR firms are considering licensing his Inward marketing™ process.
Steinmetz also plans to conduct public training seminars and multi-client benchmark studies covering Inward Marketing and his Dialogue Marketing™ Module.
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