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Posts Tagged ‘Rbb Public Relations’

Creating a ‘Breakout Brand’ Through PR Outreach

A recent survey commissioned by rbb Public Relations and performed by IBOPE/Zogby International received a bit of media attention over the past few weeks, and with good reason: its most significant revelation was the fact that “83% of consumers would pay more for a product/service from a company they feel puts them first.”

The survey concerned the phenomenon of “breakout brands” that achieve the enviable goal of customer loyalty and steady market share by dealing directly with their customers rather than playing a never-ending game of Battleship with their competitors. And its list of 2012’s “Top 10 Breakout Brands” ran the gamut from universally-beloved names like Apple and customer service leaders like Zappos to controversial brands like Chick-Fil-A.

What led rbb to commission this survey? While researching older marketing strategies, founder Christine Barney noticed that brands no longer followed the classic “challenger” approach typified by the Avis tagline “We’re only No. 2 in rent a cars. So why go with us? We try harder”. This Don Draper-style message may have worked in the 60’s, but it’s no longer relevant. So how have branding strategies evolved?

Barney lists three primary traits of the “breakout brand”:

  1. They lead by putting the customer first, not distinguishing themselves from rivals. Customers don’t care about brand fights.
  2. They use market research and knowledge of their customer base to anticipate their customers’ desire. Did the public realize they wanted tablets before the iPad arrived?
  3. They communicate in ways that go well beyond traditional customer service, developing “rich feedback loops” with their customers.

Can any brand break out? Theoretically, yes—“breakout” does not necessarily mean new. Barney also lists three distinct types of breakout brands:

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Spin the Agencies of Record

Xcel Brands, which owns the Isaac Mizrahi brands and designer of the Liz Claiborne line for QVC, has chosen Warschawski for a variety of marcomms work, including branding and driving awareness.

Rbb Public Relations has added two clients to its roster. PriceTravel, a Mexican online and wholesale travel company, has chosen the firm for media outreach and outreach to consumers in Mexico and Colombia. The company would also like to reach travel trade audiences around the world. And DubLi.com, an online shopping and entertainment community has selected rbb as AOR for outreach to consumers in the U.S. and beyond.

Smart Technologies, makers of the Smart Board interactive whiteboard, is seeking an agency to handle the part of its marketing efforts focused on branding in North America, Russia, Western Europe, India, and Australia. [via]

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Roll Call: HPRA, rbb PR, and MSLGroup

The Hispanic Public Relations Association has named its first national board of directors. Among those on the board are Oralia Michel, president of Omagen, who will serve as president of the board; Melissa Smith, EVP at RLPR who’s an at-large board member; and Lourdes Rodriguez, an account supervisor at VPE Public Relations who will serve as VP of programs. HPRA was founded in 1984 in Los Angeles. [via]

Sandra Fine (left) has been promoted to VP at rbb Public Relations. She joined the firm in 2005 as a senior account executive.

MSLGroup has announced a number of international appointments. Leonardo Sforza has been named MD in Brussels. He was previously head of research and EU affairs at Aon Hewitt. Richard Hayhurst has been named MD of the new healthcare practice in the MSL London office. He was previously the U.K. MD of Schwartz Communications, which was acquired in September 2011. And Adrian Rosenthal has joined MSLGroup in Germany as head of social media and digital. He was previously with Ketchum Pleon.

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Council of PR Firms Announces the 2012 Board

Speaking of the Council of PR Firms, they’ve announced the 2012 board of directors for the organization. Weber Shandwick president Andy Polansky will serve another year as the chairman of the Council. Also re-elected are Porter Novelli’s Gary Stockman as chair-elect, Airfoil’s Janet Tyler as treasurer, and Laura Tomasetti from 360 Public Relations as secretary.

A number of CEOs and principals will also be joining them as directors: Christine Barney, rbb Public Relations; Amy Binder, RF Binder; Dave Senay, Fleishman-Hillard; Melissa Waggener Zorkin, Waggener Edstrom Worldwide; Sharon Linhart, Linhart Public Relations; Elise Mitchell, Mitchell Communications; Jennifer Prose, CJP Communications; Donna Imperato, Cohn & Wolfe; and Margery Kraus , APCO Worldwide.

Congrats to everyone!

Spin the Agencies of Record

In this late-day Spin the Agencies column, there’s tech, furniture, and low emissions.

Pervasive Software has selected the Horn Group as its U.S. PR firm. Pervasive is a $50-million public company in the data integration arena. The Horn Group will provide the company with social media, PR, and interactive design services. The account will be handled by firm VP Erin Zehr in the San Francisco office.

Baltus Collection, a line of furniture from Spain with showrooms in Miami, New York, and other U.S. cities, has selected rbb Public Relations as its AOR. The firm will provide media outreach to consumer and trade outlets, strategic PR services, and brand management counsel.

Olmstead Williams Communications has added three new clients: FlexEnergy, a clean energy company that turns methane gas into near-zero emissions; Language Line Services, a phone service that provides language interpretation services; and Cloudworks, a cloud computing company.

Q&A: rbb Public Relations Launches Internal Safe Driving Program

“Texting while driving” and other unsafe driving practices became a hot button topic in 2010. The issue arose again recently with a new AT&T documentary aimed at teens and a Facebook campaign and 10-city event series announced by Allstate.

Rbb Public Relations CEO and managing partner Christine Barney saw an accident caused by a driver who wasn’t paying attention to the road and decided to launch the “Never, Ever Initiative” for employees, asking them to minimize “distracted driving,” such as eating or multitasking while at red lights and stop signs. In addition, the firm is providing employees with Bluetooth, iTunes gift cards, and other perks to promote safe driving.

While the world is nonstop, she stressed that trying to multitask from the car isn’t the answer. “It’s not worth your life,” Barney told us. The policy is available on the rbb Public Relations blog and has been sent to clients and others.

Our Q&A with Barney is after the jump.

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UPDATE: Rbb Public Relations Acquires Thorp & Company

rbb.bmp Rbb Public Relations has acquired Coral Gables-based Thorp & Company, a firm specializing in issues management, professional services, and B2B marketing. Thorp & Company staffers will work out of rbb’s Miami and Fort Lauderdale offices.

“This economy presents great opportunity for those who are bold enough to think big and bring creative ideas to the table,” Christine Barney, CEO of rbb Public Relations says in the release.

According to the press release, the acquisition strengthens rbb’s issues management and financial services practice areas. Thorp’s client roster has included PNC Financial and DuPont. This is the second acquisition for rbb. Earlier this year, the firm acquired Haber & Quinn in Fort Lauderdale.

A video clip about the acquisition and an update after the jump.

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