Bumble Ward, Tracy Bechtold Open Hive Collective

The veteran publicists plan to use social media to work with both entertainment companies and local and national nonprofits.

Veteran publicist Bumble Ward has joined forces with philanthropy professional Tracy Bechtold to open a new communications services firm, which they are calling Hive Collective and which will have a special focus on social media.

Combining their experience in entertainment and philanthropy, their company, which will be based in west Los Angeles, plans to offer strategic messaging, media relations and digital media outreach to both entertainment companies and creators and local and national nonprofits and social causes.

Ward most recently served a 14-month stint executive vp publicity at 20th Century Fox and prior to that was the principal of Bumble Ward & Associates. Bechtold was formerly executive director of Kidspace Children’s Museum in Pasadena and before that a public relations executive with Burson/Marsteller and Bender/Helper. The two originally partnered to represent Megan Chernin’s LA Fund for Public Education.

“The profound shift in the way consumers inform themselves requires new communication methods and technology. Hive Collective will fill this need combining our tried-and-true narrative expertise with innovative social media thinking to service both the creative community and important social causes, especially where they intersect,” Bechtold said.

“Blogging and social media have been my passion for years, and combining those with traditional media relations to tell interesting, powerful and meaningful stories for clients will be the backbone of this firm,” Ward added.