Lauren’s Kids funnels $3.1 million to politically connected public relations firm
By Francisco Alvarado, FloridaBulldog.org
JUNE 29, 2017 AT 5:25 AM
A nonprofit run by Broward State Sen. Lauren Book and lavished with millions of dollars in state handouts by lawmakers paid a Tallahassee public relations firm with considerable political clout $3.1 million between 2012 and 2015.
The payments by Lauren’s Kids to Sachs Media Group accounted for 28 percent of the charity’s $10.8 million in expenses, according to Lauren’s Kids most recent available tax returns. In the same period, the Florida Legislature awarded Lauren’s Kids – which employs Sen. Book as its $135,000-a-year chief executive and counts powerful lobbyist Ron Book, her father, as its chairman – $9.6 million in grants.
The nonprofit’s payouts to Sachs Media for 2016 are not publicly available. A spokeswoman for Lauren’s Kids did not respond to requests to view that information.
Florida Bulldog reported last week that Sen. Book, using a loophole in state conflict-of-interest rules, voted last month to approve a state appropriations bill that included $1.5 million for Lauren’s Kids.
Millions of taxpayer dollars flowed through the nonprofit to Sachs Media as it both promoted Lauren’s Kids and cultivated Sen. Book’s public persona as a survivor of child sex abuse. Critics say the domination of Lauren’s Kids by the senator and her lobbyist-father raises concerns that the work Sachs Media does is more about making her look good, not raising awareness about unreported cases of child sex abuse.
“There is nothing wrong with an individual promoting that they have done good work,” said Daniel Borochoff, founder of Chicago-based CharityWatch. “However, it would appear the father can pull some weight to push the organization in a direction that would be beneficial for the daughter. It is more likely for that to happen more so than helping kids.”
If that’s the case, then the Books and Sachs Media are abusing the public’s trust, Borochoff added. “Nonprofit money is supposed to be used for a public benefit and not to enhance the aspirations of the charity’s officers,” Borochoff said. “But sometimes there is an overlap and it can become a side effect for someone running a charity.”
‘Proud of our work’
Sachs Media founder and chief executive Ron Sachs did not return two phone messages seeking response to a list of detailed questions emailed to him on June 12. Instead, Sachs Media president Michelle Ubben provided Florida Bulldog with a written statement noting that the firm is “not currently engaged by Lauren’s Kids.”
“We are particularly proud of our work to help the Lauren’s Kids foundation develop sexual abuse prevention curricula for grades K-12, and to raise awareness of the signs of child abuse and public reporting requirements,” Ubben’s statement read. She referred specific questions about the firm’s work with Lauren’s Kids to the nonprofit’s spokeswoman and former Sachs Media account executive Claire VanSusteren.
“We have worked with Sachs in the past to raise awareness about child sexual abuse,” VanSusteren said in an emailed statement. “[Sachs] has, over the course of several years, completed communications work and engaged a variety of subcontractors related to deliverables for state contracts.”
A former news reporter and editor who did stints as spokesman for Florida governors Reubin Askew and Lawton Chiles, Ron Sachs founded his company in 1996, specializing in corporate branding, marketing and crisis management. His early victories included a 1998 campaign to inform voters on amendments proposed by the Constitution Revision Commission and helping repeal an automatic 20 percent phone rate hike tacked onto a bill in 2003.
Six years later, Sachs landed more than $130,000 worth of work from the Associated Industries of Florida, according to a 2011 Florida Trend article. The same year, Sachs Media was retained by an anonymous group of oil and gas producers called Florida Energy Associates to do a campaign promoting the removal of the prohibition on drilling in the state’s offshore waters.
Sachs Media has also counted the Florida Chamber of Commerce among its clients, producing a web-based public affairs program called “The Bottom Line.” Another program, “Florida Newsmakers,” features one-on-one interviews with top state bureaucrats answering softball questions. According to an online database of state contracts, Sachs Media has also been awarded small and large media jobs by various state agencies.
For instance, the Florida Lottery paid Sachs Media $150,000 in February 2013 for an educational multimedia campaign. A year later, the Department of Veterans’ Affairs paid Sachs Media $3,720 for table throws stamped with the department’s emblem. The Department of Environmental Protection awarded the firm a $316,250 contract in 2014 to produce a public awareness campaign about the importance of sea turtle nesting beaches in Florida’s Panhandle.
Sachs media faced criticism
Sachs Media has faced criticism over its business practices in recent years. In 2014, the firm dropped a lawsuit it had filed against the family of a paralyzed Broward County man after a public outcry over Sachs Media’s heavy-handed tactics against its former client, who was left brain damaged by the car of a speeding Broward County sheriff’s deputy. Sachs had claimed Eric Brody’s relatives owed the firm $375,000 for four years of public relations and media outreach services.
A year later, a state audit of a $296,105 Sachs Media contract with the Florida Department of Veterans’ Affairs found that the agreement did not clearly establish the tasks to be performed by the firm, did not contain documentation requirements, did not sufficiently identify the activities or services to be provided and included three amendments for an additional $135,421.
“In general, the agreement had no scope of work or deliverable issues,” the audit states. “The amendments did not fall within the original scope of work and did not clearly establish the tasks the provider was required to perform.” (Ubben did not comment on the dropping of the lawsuit and on the audit’s findings.)
According to Sachs Media’s website, the firm was retained by Lauren’s Kids in 2007, the year the nonprofit was founded. “Lauren’s Kids engaged our firm to conceptualize and bring to life a breakthrough strategy that would get people aware, educated, and mobilized to prevent this dark, societal secret – child sexual abuse,” a statement on the website reads. “We branded the Lauren’s Kids Foundation and generated extensive, multi-year media coverage – including the cover of Newsweek – around an annual 1,500-mile walk for awareness throughout Florida.”
In addition, Sen. Book and her cause have been featured by Nancy Grace, USA Today, Lisa Ling, Jane Velez-Mitchell and various local media outlets due to Sachs Media’s public relations work, the website states.
Sachs Media was also involved in helping Sen. Book market and promote her autobiography “It’s OK to Tell” and her annual walk from Key West to Tallahassee, as well as producing billboards, public service announcements and a curriculum for grades K-12 about child sex abuse prevention. The curriculum features web-based video lessons starring Sen. Book and reading materials that recount how she was sexually abused by her nanny during her teen years.
In 2015, Sachs Media conducted an online survey for Lauren’s Kids that found more than one-third of female respondents and one-fifth of male respondents had admitted to being sexually abused as children. However, the accuracy of the online survey, which national polling experts dismiss as being unreliable and inaccurate, could not be verified because Sachs Media declined to provide its methodology and backup data to Florida Bulldog.
Here’s the breakdown of Lauren’s Kids payments to Sachs Media as detailed in the nonprofits tax returns:
- $670,032 for “public relations.” That accounted or 33 percent of Lauren’s Kids’ $2 million in expenses that year.
- $957,977 for “program support,” or 63 percent of Lauren’s Kids $1.5 million in expenses.
- $579,772, or 20 percent of expenses.
- $966,100 for programming support. Sachs subcontractor, The POD Advertising, was paid $349,800, with both accounting for 28 percent of Lauren’s Kids expenses that year.
The owner of a Miami-based public relations firm who requested anonymity said the amount of money Lauren’s Kids has paid Sachs Media is shocking. “It’s pretty outrageous that a PR firm is billing that much to a nonprofit,” the owner said. “Usually, you are taking on charities on a pro-bono basis or providing them with a significant discount.”
Sen. Book, a Plantation Democrat, and Ron Book did not respond to requests for comment. However, Lauren’s Kids spokeswoman VanSusteren defended the work performed by Sachs Media, noting the campaigns have taught Floridians the importance of openly discussing child sex crimes.
“We have received countless calls and messages from parents, educators and law enforcement officers sharing stories of children coming forward and disclosing abuse thanks to our curriculum program,” she said. “At the end of the day, nothing is more important than protecting childhood. That’s what it’s all about.”
For example, she said, Sachs managed content production and communications related to a Lauren’s Kids public awareness campaign called “Don’t Miss the Signs” developed in partnership with the Florida Department of Children and Families.
She claimed that reports of abuse to the DCF hotline rose by 30 percent during the campaign and that Lauren’s Kids has received positive feedback from numerous teachers and police officers about the “Safer, Smarter” curriculum Sachs Media produced. In her statement to Florida Bulldog, VanSusteren included testimonials from unidentified teachers and guidance counselors.
One was from a self-described educator at James M. Marlowe Elementary School in New Port Richey who said, “I love the fact that it’s simple and easy to implement. I love the fact that there isn’t a lot of prep time needed for the lessons.”
Yet, the testimonial said nothing about the curriculum’s effectiveness in preventing child sex abuse.