TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Posts Tagged ‘Christine Barney’

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:

Read more

Mediabistro Course

Content Marketing 101

Content Marketing 101Get hands-on content marketing training in our brand new boot camp, Content Marketing 101! Starting September 8, digital marketing and content experts will teach you the tips and tricks for creating, distributing and measuring the success of your brand's content. Sign up before August 15 and get $50 OFF registration. Register now! 

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!

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.

Read more

APCO CEO Margery Kraus Named 2010 Chair of the Council of Public Relations Firms

Kraus_Margery_fl.jpg

The Council of PR Firms announced this morning that APCO CEO Margery Kraus will serve as 2010 Chair of the industry trade group, following Ketchum CEO Ray Kotcher‘s run. The release was issued at the same time the Council meets for its annual high-end Critical Issues Forum.

The PR Council lists exactly a hundred member firms on its website ranging from boutiques with under ten employees to megafirms like Ogilvy, Porter Novelli and Weber Shandwick.

The executive officers joining Kraus are Andy Polansky (Weber Shandwick) as Chair-Elect, Jens Bang (Cone) as Treasurer, Otis Wragg (Wragg & Casas Public Relations) as secretary, and Kotcher as immediate past chair.

The Council also elected new board members Christine Barney (rbb Public Relations), Donna Imperato (Cohn & Wolfe), Jennifer Prosek (CJP Communications), Dave Senay (Fleishman-Hillard), Laura Tomasetti (360 Public Relations) and Melissa Waggener Zorkin (Waggener Edstrom Worldwide).