May 16 14

Spirit Airlines rebrands around the “bare” essentials


Who wants to pay for a carry on or a bottle of water in flight? Who wants a seat that doesn’t recline? Known as “the most complained about” airline in America, Sprit Airlines doesn’t seem a likely candidate for Breakout Brand status.

But the airline recently launched a branding campaign aiming to change that.

Rather than competing with the mainstream airlines, Spirit is taking a new leading stance on the low-cost, stripped down flying experience.

The new “Bare Fare” campaign seeks to position the airlines’ a la carte offerings as a plus and features videos and FAQs to educate the consumer on the Spirit Airline business model.

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Posted in: Marketing, Public Relations

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May 7 14

Larry Birger Young Business Journalist winner describes the future of journalism


Earlier this year, rbb was pleased to present the first Larry Birger Young Business Journalist prize at The Society of American Business Editors and Writers (SABEW) annual conference in Phoenix. The winner was Mina Kimes, an enterprise investigative reporter for Bloomberg News.

The Larry Birger Award recognizes the nation’s top young business journalist, up to the age of 30. Kimes was selected because of her stellar work over her seven-year career, including her investigative pieces at both Bloomberg News and Fortune on abuse in the medical industry and the exploitation of subordinates for profit in large American corporations.   

I had the privilege to turn the tides on our inaugural award winner and ask her a few questions about her career and journalism in America.

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Posted in: Business Thoughts

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May 2 14

Will controversy around banned Clippers owner Donald Sterling leave us speechless?


Danny Moloshok/AP/File

As Los Angeles Clippers owner Donald Sterling awaits a decision on whether he will retain ownership of his basketball team, the response of the NBA brass to his reprehensible comments has been swift and resolute: A lifetime ban from the NBA and a $2.5 million fine for opening his mouth and spewing hate.

Although the stance has been met immediately with unanimous praise from players, civil rights organizations and the public majority nationwide, the long-term fallout from this ugly incident may be less clear.

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Posted in: Crisis Communication

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Apr 25 14

Discussing the validity of Facebook: Is it working for your business?


This post is part of rbb’s intern series, where we encourage our interns to share what motivates and excites them as they navigate the world of integrated communications.

There has been a lot of chatter going on lately about the validity of Facebook as a platform for brands and businesses. As discussed in this article by Business Insider, Facebook is becoming a pay-for-play game than it was before, and some feel that its paid ad products aren’t delivering results. Eat24’s very public “breakup letter” with Facebook (and their response) perfectly captures the current state of Facebook’s relationship with brands.

It’s inspired me to reflect on a Social Media Club South Florida panel I attended called “Facebook Ads – The Good, the Bad & the Ugly.” (As a matter of fact, rbb’s Digital and Social Media Producer Rafael Sangiovanni was one of the featured speakers.)

The panelists’ insights on the pros and cons of Facebook Pages for businesses are even more relevant now in light of the recent “doomsday” stories. Of all the valuable information that was shared during their discussion, these were five main takeaways that I felt compelled to share.

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Posted in: Intern Series, Marketing, Social Media

Apr 1 14

Did Justin Bieber disprove “There is no such thing as bad publicity”?


We’ve all heard the phrase, “There is no such thing as bad publicity,” but is there truth behind this saying?

We don’t need to look much further than the coverage around pop megastar Justin Bieber’s arrest, scandalous behavior and deposition video. Because he is a celebrity, many are intrigued by his actions and can’t stop watching to see what he will do next. The day of his arrest alone, Bieber gained more than 30,000 Twitter followers.

At first glance, it may seem like the publicity is not damaging his brand, but we must look at the long-term effects. Sure, Bieber gained thousands of Twitter followers, but most of those people are not true “Beliebers” and only started following him out of curiosity and fascination. Soon, the fascination may turn to irritation, as he continues on this downward spiral, and the publicity may become destructive to his career and life.

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Posted in: Crisis Communication

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Mar 18 14

The obvious and not-so-obvious rules of pitching the media


You can never sharpen your professional tools often enough. At a recent PRSA Miami panel I attended, local media leaders shared their insights on how each of us can become “go-to” PR pros for media. Even after all my years in the PR industry, I still found myself learning something new.

It helped that the panel comprised some of Miami’s best and brightest media leaders: Miami Herald Managing Editor Rick Hirsch, WPLG-10 Assignment Editor and Futures Planner Kerry Weston, and Univision radio host Bernadette Pardo.

At the end of the panel, I felt that the tips they shared applied whether you are handling local and national stories. Below I’ve shared my top takeaways for becoming a trusted, go-to PR pro.

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Posted in: Business Thoughts, Media

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Feb 27 14

Six tips for PR pros to overcome writer’s block


Writer’s block does not discriminate. Whether you’re writing a press release, planning out a social media content strategy or struggling with the wording of a client email, writer’s block can sneak up when you least expect it.

As public relations and marketing professionals, writing is part of every day life. So when you find yourself slamming your head against the proverbial wall, the creative part of your brain can feel paralyzed by frustration.

However, there are a few techniques that you can use to break the creative dam and get back in the flow. You can use some or all of these tricks at any time. (In fact, I’ve personally used some even when I don’t have writer’s block, just to keep my mind fresh.)

Give them a try, and please share your own tips in our comments section below, too!

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Posted in: Writing Tips

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Jan 16 14

Talking Reddit, content marketing and the future of PR with Vocus’ Jeff Zelaya


I recently had the pleasure of being interviewed by my friend Jeff Zelaya, who does great work over at Vocus, on several topics near and dear to my heart. In fact, on this very blog, we’ve previously written about why marketers should care about Reddit and how the customer service factor will reshape our industry going forward.

In our interview, we delve into why Reddit offers such unique opportunities for marketers (if done right!) and the do’s and don’ts of good “Reddiquette,” before expanding out into how content marketing will evolve in 2014 and much more. I hope you enjoy this interview as much as I did taking part in it!

Posted in: Marketing, Public Relations, Social Media

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Dec 30 13

7 public relations lessons I learned from my year as a PRSA president


The end of 2013 also marks the final days of my tenure as president of Public Relations Society of America’s Miami Chapter.

In addition to the valuable professional development opportunities that both the national PRSA organization and local Miami membership have afforded me, I have also gained several insights during my time in the leadership role that I extend to anyone considering getting involved in any civic or charitable organization.

Volunteering your time for any organization is certainly a commitment, but with the right perspective it’s an investment that will pay you back many times over.

By representing rbb within our local South Florida PR community as PRSA Miami president, I learned quite a few things this year.

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Posted in: Business Thoughts, Public Relations

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Dec 19 13

5 communication lessons from 2013’s most popular television shows


With the end of the year come numerous “best of” lists. This year, I thought I’d combine two of my favorite subjects – marketing communications and escapist television – to create a list of lessons we can learn from pithy quotes delivered by some favorite TV characters.

While there are many great shows, I tried to pick quotes that would stand alone whether or not you are a fan. And, if you’re a regular follower, well, you’ll enjoy them even more.

5) “If I had known the world was ending, I’d have brought better books.” –Dale Horvath, “The Walking Dead”

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Posted in: Public Relations

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