• Help design, customize and maintain social media accounts to raise the profile of rbb and its clients across a variety of platforms, including Facebook, Twitter, YouTube and Flickr. ·        
• Make ongoing website updates  in various content management systems.        
• Partner with other work groups and client teams to ensure proper online messaging and relevancy to program goals.         
• Edit graphics in Photoshop.        
• Ensure consistency of message across multiple networks.         
• Monitor media activity through RSS feeds and social bookmarking sites.        
• Identify and build relationships with bloggers.        
• Assist in tracking and analyzing social media influence measurements.        
• Organize, analyze and summarize Web analytics and usage statistics for internal and external clients.        
• Actively participate on the Digital Park division and blog.        
• Provide administrative support for all social media documentation (internal and external).        
• Other duties as assigned

• Bachelors degree preferred in public relations, marketing, journalism or new media.        
• Highly organized and detail-oriented.        
• Ability to be both creative and analytical.        
• Must possess a strong understanding of strategic planning and a proven ability to drive execution.        
• Exceptional traditional writing, grammatical and proofreading skills and a flair for using "social networking speak" and online jargon.
• Passionate about using social media.        
• Active in social landscape such as Facebook, Flickr and Twitter.        
• Excellent communication and interpersonal skills.        
• Enjoys working in a fast-paced environment.        
• Ability to meet deadlines and work independently with little supervision.        
• Strong computer skills, with experience in Wordpress and Photoshop.        
• Knowledge of marketing strategies for different Social Media channels.        
• Adept at using Microsoft Office (Word, Excel, PowerPoint, etc).        
• Collaborative team player.        
• Diligent work ethic and insatiable desire to expand skills and be the best.

Join PR Week and Holmes Report’s Agency of the Year, the firm that treats you like gold.  rbb lets you choose your own work schedule and location, buys you fancy laptops and smart phones, and offers tons of professional development and career growth.  If you want to be our next partner, then you just might be the AE for us. 

Tell us why you want to be an AE on our award-winning team in the lead sentence, and show us your creativity and stellar writing skills. Tina.elmowitz@rbbpr.com is ready to be impressed.

Requirements (if you don’t have them, please don’t apply)

·         2 – 4 years PR agency experience

·         A passion for pitching new and traditional media and delivering results

·         Strong creative writing skills

·         Clever with the ability to make smart decisions quickly

·         Wants to learn and grow with one of the country’s top PR agencies

“The ‘Outstanding CEO of the Year’ award recognizes an individual who has excelled in their field, devoting time, energy and demonstrating a unique vision to strengthen and transform the organization to which they belong.  Christine exemplifies these qualities to a ‘tee,’ as evidenced by the prosperity and accolades her firm has achieved over the years,” said Victoria E. Villalba, Chair of the Greater Miami Chamber of Commerce’s Top 100 Minority Business Committee. “She is a jewel in this community, and the perfect CEO to be chosen for this honor.”

The “Outstanding CEO of the Year” award was one of six categories in which the GMCC recognized individual and corporate accomplishments among a finalist pool of 100 minority-owned businesses.  rbb is a 100% woman-owned independent PR firm with a strong roster of major national and regional brands including Homewood Suites by Hilton, Zumba Fitness, Bijoux Terner, Florida Power & Light, the Florida Marlins, Blue Cross Blue Shield of Florida and Cleveland Clinic Florida. Today, rbb ranks as the top independent PR firm in Florida, according to the O’Dwyers Report.

“The Chamber is South Florida’s leading business organization and it is a great honor to have been recognized by my peers,” said Christine. “This award is a meaningful validation of the management practices we put in place at rbb.”

Under Christine’s leadership, rbb is the only Florida firm to win every major public relations industry award, including being named the 2009 “Boutique Agency of the Year” by The Homes Report and the 2008 “Agency of the Year” by PRWeek Magazine, two of the industry’s leading publications. For three years running, rbb was also recognized as one of Wall Street Journal’s “Top Small Workplaces,” and one of 2009’s “Best Companies to Work For” by Florida Trend Magazine.

 ###

About rbb Public Relations

rbb Public Relations has a national reputation for delivering results. Named PRWeek’s “2008 Agency of the Year” and The Holmes Report’s “2009 Boutique Agency of the Year,” rbb delivers clients results on par with the largest national firms, but with the individual attention of a boutique PR agency. Its bilingual staff excels in media relations, corporate communications, digital/social media, product introductions and crisis counseling. The firm’s capabilities encompass a variety of practice areas, including B2B, consumer products, travel & leisure, health and fitness, luxury goods, real estate and food and beverage. rbb is a member of the Converge network of PR firms.  For more information, call (305) 448-7450 or visit www.rbbpr.com.   

Media Contact:

John Prieur / 305-717-8128 / john.prieur@rbbpr.com

“The ‘Outstanding CEO of the Year’ award recognizes an individual who has excelled in their field, devoting time, energy and demonstrating a unique vision to strengthen and transform the organization to which they belong. Christine exemplifies these qualities to a ‘tee,’ as evidenced by the prosperity and accolades her firm has achieved over the years,” said Victoria E. Villalba, Chair of the Greater Miami Chamber of Commerce’s Top 100 Minority Business Committee. “She is a jewel in this community, and the perfect CEO to be chosen for this honor.”

The “Outstanding CEO of the Year” award was one of six categories in which the GMCC recognized individual and corporate accomplishments among a finalist pool of 100 minority-owned businesses. rbb is a 100% woman-owned independent PR firm with a strong roster of major national and regional brands including Homewood Suites by Hilton, Zumba Fitness, Bijoux Terner, Florida Power & Light, the Florida Marlins, Blue Cross Blue Shield of Florida and Cleveland Clinic Florida. Today, rbb ranks as the top independent PR firm in Florida, according to the O’Dwyers Report.

“The Chamber is South Florida’s leading business organization and it is a great honor to have been recognized by my peers,” said Christine. “This award is a meaningful validation of the management practices we put in place at rbb.”

Under Christine’s leadership, rbb is the only Florida firm to win every major public relations industry award, including being named the 2009 “Boutique Agency of the Year” by The Homes Report and the 2008 “Agency of the Year” by PRWeek Magazine, two of the industry’s leading publications. For three years running, rbb was also recognized as one of Wall Street Journal’s “Top Small Workplaces,” and one of 2009’s “Best Companies to Work For” by Florida Trend Magazine.

###

About rbb Public Relations

rbb Public Relations has a national reputation for delivering results. Named PRWeek’s “2008 Agency of the Year” and The Holmes Report’s “2009 Boutique Agency of the Year,” rbb delivers clients results on par with the largest national firms, but with the individual attention of a boutique PR agency. Its bilingual staff excels in media relations, corporate communications, digital/social media, product introductions and crisis counseling. The firm’s capabilities encompass a variety of practice areas, including B2B, consumer products, travel & leisure, health and fitness, luxury goods, real estate and food and beverage. rbb is a member of the Converge network of PR firms. For more information, call (305) 448-7450 or visit www.rbbpr.com.   

Media Contact:

John Prieur / john.prieur@rbbpr.com / 305-449-2930

Bruce Rubin, rbb's Senior Counsel and Crisis Expert, was recently interviewed  by The Miami Herald for a story on the Tiger Woods PR Crisis.  To check out the full article, click here. 

The Council also announced the election of its new board members, all CEOs/principals of their firms: 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).
 
Continuing directors, all CEOs/Principals of their firms, are: Jens Bang (Cone), Tom Coyne (Coyne Public Relations) Ken Eudy (Capstrat), David Fuscus (Xenophon Strategies), Lou Hoffman (The Hoffman Agency), Ken Makovsky (Makovsky + Company), Andy Polansky (Weber Shandwick), Becky Powell-Schwartz (The Powell Group) John Seng (SPECTRUM), Jim Tsokanos (MS&L Worldwide), and Otis Wragg (Wragg & Casas Public Relations).
 
“This is a great time to be working in public relations, and it is a privilege to serve as Chair of our industry’s trade association,” said Kraus. “The opportunities that exist for our profession have never been greater, and the Council plays an important role in helping the industry achieve success. My goals as Chair will be to continue to demonstrate value of PR in the C-suite, advance PR’s ownership of digital media and strategy, and encourage active and visible member engagement.”
 
“Margery is one of our industry’s most talented and fearless leaders,” said Kathy Cripps, president of the Council of Public Relations Firms. “Her breadth of knowledge of the issues that impact client organizations, and her passion for the public relations business will be a major benefit to our members in the coming year. With so much changing in the marketplace overall, and in communications, specifically, Margery’s savvy and strategic acumen make her the perfect leader for these times.”

The Council of Public Relations Firms was founded in 1998 and is comprised of America’s leading public relations firms. Its membership represents the premier global, mid-size, regional and specialty agencies across every discipline and practice area. The Council’s mission is to advance the business of public relations firms by building the market and firms’ value as strategic business partners. For more information about the Council, visit www.prfirms.org.

rbb CEO Christine Barney was recently profiled by The Firm Voice in a story about powerful women in PR. To view the article on The Firm Voice website, click here.

The full story from The Firm Voice...

Perhaps nothing illustrates the sweeping changes in PR these past decades than the shift in gender balance at firms nationwide. Yet while women are increasingly joining our ranks, especially at the junior and mid-levels, the question remains: Has the female-to-male ratio changed at the top?

What's more: How are women in communications rising through the ranks these days? What are the secrets of their success—and how are they bucking stereotypes? Are they mentoring their female staff to do the same? And what do they think the PR gender mix will look like in the future?

For the answers and their career advice — and in conjunction with next week's Council member dinner with Pattie Sellers, the Chair of Fortune's Most Powerful Women Summit — we interviewed nearly a dozen powerful women in PR, many of them industry veterans who actually helped shape the more balanced public relations field we enjoy today. Responses of six of these luminaries—Christine Barney, Margery Kraus, Melissa Waggener Zorkin, Donna Imperato, Margaret Booth and MaryLee Sachs—follow here in the first of a two-part special focus:

Christine Barney
CEO
rbb Public Relations
 
"PR Will Be Built on the X Chromosome"
—Christine Barney, CEO, rbb Public Relations

Little has changed at the top of the agency world. Over the last two decades, women have risen up the ranks to practice leaders and office leaders, but are still not appropriately represented in the C-suite of the largest agencies. However, many of the up and coming independent firms are led by women entrepreneurs who have chosen to create their own path to success.

I've seen much more change on the client slide where there are a greater proportion of women holding the top titles. The caveat is that when the corporate communications and HR directors are usually the only women on a board, the feminization of those functions is further reinforced.

The evidence indicates the future of PR will be built on the X chromosome. There was not one male among the last three university PR classes who toured rbb. A recent job posting for a junior position saw the ratios of female to male applicants at 14 to 1. Most of the male practitioners we see are in investor relations, public affairs and crisis work. As far as general PR, the industry is now firmly in the category of teachers and nurses—defined as a career primarily for women.

Thoughtful, strategic planning is the key to any effort to diversify employees. If men are not to be found in the university PR setting, build bridges with business, MBA and journalism programs. The work-life balance equation is an asset to both sexes. Public relations can deliver flexibility like very few other professions, and the millenniums of both genders can be wooed to the profession with the right messages, perks and salary.

My advice to women in communications:

• Dress for the job you want. You can still be casual and professional but too many younger women dress for college, not work. Present a professional look and you instill confidence in clients and colleagues that much faster.
• Leave the "‘inferiority complex" behind. Regardless of age, your viewpoints and ideas are welcome and valid. Playing the wallflower means less opportunity and less learning.
• Blend. The key to work-life balance is not to force all your working into Monday-Friday and all your living on weekends. Both PR and your personal life are 24/7. Blend work and personal needs by doing what needs to be done when it needs to be done rather than constrict your planning within artificial parameters.

The secret to success is to find what motivates you and feed that passion. My entrée into PR came from a desire to learn. I need the challenge of exploring new ideas, industries and opportunities. When complacency rears its ugly head, passion to learn kicks in and processes are reinvented, fresh connections made and new skill sets added.

 
Margery Kraus
Chair, President and CEO
APCO Worldwide
 
"Competence Trumps Gender"
—Margery Kraus, Chair, President and CEO, APCO Worldwide

I don't know if there were more than one or two women leading global companies when I first started, but there are increasingly fewer impediments for women reaching the higher levels. When I go to meetings, I'm no longer the only woman in the room. I'm just as likely to sit across from a woman senior executive on the client side as a man now. It's a positive trend.

My hope for the future would be that gender wouldn't even be a question. It would be irrelevant. It would be all about whether people were qualified to run the organization. Competence trumps gender—and that's not just being aspirational. It's the way things are now.

That is as it should be. This is a business of teams and if you're going to have teams, you have to recognize that men and women bring different skills and perspectives. So, we should continue to create diversity that is reflective of the clients and markets we serve. When you had 15% women in PR, we weren't doing a service to the client. The same goes if it's only 15% men. Success for firms is all about finding a balance and being smart about using everybody's skills to the best effect for client. So, regardless of gender—there is a role for everybody.

My advice to women entering the profession is this:

• Seek flexible work environments. Men are struggling with live-work balance issues, just like women. But women are typically the caregivers—so it can be harder to achieve that balance. That is why we all need to be thinking more about flexible work environments. For example, we have emergency childcare in our office.
• Recognize that certain biases remain. I was part of panel on gender parity at the World Economic Forum, and there is a lot of research that shows that if men and women deal with lingering perceptions of women having to leave work to take care of the child. If the woman doesn't take that time away, she's seen negatively. So, there are biases that still will take a long time to get over.
• Embrace stretch opportunities. Don't be risk-averse. In businesses where there is a difference in gender and there is a stretch opportunity available, the man will traditionally say, "I'll go for it." The woman traditionally might say, "I've never done that before." So, be honest—but stretch yourself, and don't be afraid to take advantage of opportunities when they come up. In addition: Do the very best job you can with what you have and do not worry about your five year plan. Every job is a stepping stone to another experience. So, don't look so far ahead that you're not doing well at what you're currently. Get noticed by doing great work. And finally, love your work. If you don't have passion for what you're doing, find another job. This work is too hard to do if they're just a "job."

Melissa Waggener Zorkin
CEO, President
and Founder
Waggener Edstrom
 
"Leaders Are Mentors"
Melissa Waggener Zorkin, CEO, President and Founder, Waggener Edstrom

I haven't kept track of the ratio between men and women; I just track talent. You could say Waggener Edstrom Worldwide is unique in that those two names on the door are … female. My incredible partner, Pam Edstrom, has been with me for 25 years. Regarding our people, I do know that there have been times when there are way more women in meetings, and also times when there are more men. In our senior management group meeting last week, I counted: It was precisely a 50/50 split.

This industry doesn't look at gender but rather attracts, nurtures and promotes those who can provide business insight to their clients, understand influence and the power of storytelling, and drive business results. People who come to mind are Kelly Groehler of Best Buy, Frank Shaw at Microsoft, Dave Samson at Chevron and Scott Monty of Ford. These are passionate people who lead the dramatic changes going on in our industry and are taking new approaches and using new tools and channels.

When I look across the industry today I see how the communications landscape has changed and continues to morph. Virtually anyone has the ability to be an influencer and have a voice. The ability to leverage the power of content in driving audience engagement and show value in every dollar spent on communications is the key consideration for success.

We're going to see people join our industry who focus on the power of true business consulting to the C-suite, understand the critical nature of data analysis to help solve business problems, and know the value of strong storytelling and the extension of influence to engage key stakeholders around the globe. It has never been about gender; it has always been about providing value to clients. The mix is not important at all, other than for us to be sure both women and men are getting an equal chance to come into our industry and have opportunities to do great work and grow their careers.

What I see is a tremendous influx of talented people focused on the power of influence—both men and women. We're going to see people who traditionally may not have thought of a career in communications joining our ranks. This will be driven by both the demand for a more diverse array of talent to address the increasingly complex set of business challenges and opportunities and their own interest in the evolving nature of communications. The PR industry continues to expand its focus to include deeper data analysis, design, content development and measurement solutions. To me, this results in a very balanced mix of talented people—all driving a better business outcome for clients.

In terms of advice, I would say the same thing to younger women as to men:

• Do something you love. The balance will come more naturally. I love my job—I always have. Doing something I love pulls me through when there is work overload. Another secret is to focus on what really matters during the day. Every day, set a goal and work toward it. Work on the important and not the urgent. Rely on the people around you. Tell them what they can count on and always keep those commitments. Also, set expectations when you can't do something. Tell people upfront. I am quite grateful because, as an entrepreneur, I started a company that is still the place I want to be. And I am lucky that 800 people feel the same way at Waggener Edstrom.
• Pursue on-the-job training. I am a firm believer in on-the-job training. I participate in programs that include welcoming junior people to be co-CEO for the day and, one of my favorites, the Leadership Forum. The Leadership Forum is a manager-nominated group of up-and-comers with whom we spend focused time, helping them grow as a group and as individuals. It is one of my favorite priorities. I learn from them as much as they learn from me.
• Work with mentors. A common theme when I talk about leadership is the need to get the right person in the right place at the right time. As such, when I mentor people I always strive to understand their unique value, contribution and aspirations, and then think through what it will take to help them get the most out of their talents and match that with what the agency needs and can offer them. 
   

Donna Imperato
CEO
Cohn & Wolfe
 
"Gender Balance Lacking at the Top"
— Donna Imperato, CEO, Cohn & Wolfe

I don't think there's been a significant shift in the female/male balance. And it hasn't changed at the top. The smaller boutiques have always had more women leaders than the larger firms. But at the top 10 or 15 PR firms, there will only be Cohn & Wolfe and APCO with a female CEO after Marcia Silverman retires this year. A few years ago, we also had Helen Ostrowski in the mix, so the trend at the top is going in the wrong direction.

I believe this will change after the current generation of male leaders retires. The younger generation is much more open to female leadership. Outside our industry, we've seen an increase in women CEOs and other women leaders. It will eventually happen in PR. I also believe that the transformation of our profession in the digital age will bring more and more males into our business at the more junior levels, getting us the balance that we desire in our industry.

My advice to women in PR:

• Don't expect a "9 to 5" career. Younger women need to work extra hard to rise to the top in our profession. I know this will be controversial, but I don't believe that you can rise to the top while working part-time or needing to leave the office at 5 pm.
• Strive for quality time. However, you can do well and hold important positions while balancing your home life. Many women leaders with families, like me, find a way to make it work. But I wouldn't call it balance! I work late nights and weekends more often than not. But I go home, take care of the family and do my work later in the evening. I travel often and don't see my kids as often as I'd like. But every amount of time with the family is quality time. It's a way of life that works well for all of us. Working hard, staying focused and managing to find a balance that works for you is the key to success.

 
Margaret Booth
President
M Booth & Associates
 
"Expect More Women CMOs"
—Margaret Booth, President, M Booth & Associates

I think that if you started out as entrepreneur in this business and have been able to build it, then there's no issue: You're at the top. You've had to struggle where you are. But the women operating in big holding companies and giants have a harder row to how.

There are more of them coming along, but the Helen Ostrowski's and Marsha Silverman's—they just retired—were really great examples of women who made it to the top at a time when there were fewer women there. But other women are making their way now—so I think the path for women is wider today than it was. As you move forward, you will see more women at the top. Gail Heimann, for example, is a major player at Weber. Donna Imperato is at the top of her game. And Margery Kraus is someone who built a $100 million business and certainly is no slouch. Other brilliant women in PR include Aedhmar Hynes of Text 100. She is someone who has made a huge impact in the technology driven space, which is very male dominated. She is a real role model and has built a spectacular company around the globe.

These women are making their way and setting great examples for women who are mid-career. As time goes on, there will be more women like that. If you look at the lower end of things, there aren't as many men in the lower ranks than there used to be. Interesting enough, we rep the Wharton School, our longest-standing client—and their incoming freshman MBA class for the first time is 40 percent women. So, I think a lot of times when you get to the top of large holding companies, a lot of the men may have had more business and managerial experience in the past—but that figure portends well for women as CEOs beyond communications moving forward. You'll see more people like Beth Comstock, who is now SVP and CMO at GE. Others include Ruby Anik, SVP of brand marketing, and Merianne Roth, brand marketing and publicity director—both at J.C. Penney. Another woman in communications at J.C. Penney is Darcie Brossart, their VP of corporate communications.

My advice to other women coming up in PR, on both the firm and client sides, is this:

• Internalize confidence. Feel very confident in yourself and abilities.
• Move beyond gender. Forget that you're a woman and just do a damn good job.
• Lead and motivate. Be extremely determined and very aware of your surroundings. By that I mean that there is a functional and emotional side to operating well. It's one thing to go to work and do well in your job—and it's another thing entirely to understand what others around you are dealing with and being a part of a productive, creative, growing team. The latter requires engagement, understanding and being a motivator. That's true leadership—not just demanding the end product. Give people a little slack and let them know that you understand that life isn't always perfect. I think you can get great contributions from anywhere if you can be real and if you can inspire people by recognizing that they have lives beyond the tasks they face. The mere fact that you recognize that will get them to go the extra mile for you. 

MaryLee Sachs
Chairman
US Hill & Knowlton
 
"More Time Needed to Redress Gender Imbalance"
—MaryLee Sachs, Chairman, US Hill & Knowlton

I don't think the gender balance has significantly shifted. There are a few more women in the top ranks, but it will take a long time to redress the balance. One of the issues has been that there are more men in the corporate or public affairs side of our business—rather than consumer marketing, and agency leaders have traditionally come from that side of the business, rightly or wrongly. I would like to think that PR is being taken more seriously among our marketing clients, and as consumer marketing PR is elevated in importance with the CMO, so will it be within its own business.

Moving forward, I would like to see the female/male mix relatively equitable, reflective of the U.S. population. If we are relating to publics, it should be. I believe the same thing as it relates to diversity in our business. My advice to women in PR:

• Recognize that live-work balance remains a challenge. It is incredibly difficult for younger women looking to have a family—or anyone, for that matter—to find work-life balance in our business. On the agency side, we are on call for our clients. On the client side, the news cycle is 24/7 and responses have to be fast if not immediate.
• Use technology to maximize flexibility. The advent of technology has helped considerably. Blackberries, smart phones, RSS feeds and social media inventions like Yammer are all handy helpers to accessing what you need when you're not at your desk. (I'm responding to you via wi-fi on my Virgin America flight to San Francisco!) But the quid pro quo is that we need to be flexible as well.

Editor's note: Watch for the second part in our "Powerful Women in PR" special focus in two weeks, where we'll feature the perspectives and secrets of success of Laura Tomasetti (360 Public Relations), GG Johnston (Johnston Wells), Kathy Obert (Edward Howard), Becky Powell-Schwartz (The Powell Group) and Jennifer Graham Clary (Burson Marsteller).

Copyright 2009 / http://www.thefirmvoice.com/

 rbb's Social Media Manager, Michelle Catin, was recently interviewed by The Miami Herald on Twitter etiquette. The story resulted from a Facebook poll we conducted on our rbb Fan Page. To view the original story on the Miami Herald website, click here.

The full story from the Miami Herald...

In the world of social networking, you can request friends or connections. You can request to join a group, join a game or a cause.

But please, don't request retweets -- especially via a direct, or private message.

This tacky Twitter move comes to us after we both received direct messages asking us to retweet a message. It came from someone we don't really know.

First, Twitter terminology for the uninitiated: A message on Twitter is a tweet. People "retweet'' by taking another person's message and posting it through your account. You give them credit by putting "RT'' and their username in front of the message. It's basically a way of passing along good information. Sometimes it's fine to ask the public for a retweet, especially if it's to try to get the word out about something important.

Example: I'm looking for a good window repair guy. Know anyone? Please RT.

But it gets tacky when you start sending direct messages, also known as DMs, to people you don't know very well requesting a retweet.

It puts the recipient in an awkward position and can feel like spam. A retweet is their prerogative. So unless you know that person well, don't guilt them into pushing your message out on their account.

rbb Public Relations took an informal poll on Twitter and Facebook asking if it was ethical to request a retweet -- a strong word to use in our opinion -- which is probably why the results were practically split down the middle.

"I think the general consensus is it's tacky to request a retweet,'' said Michelle Catin (@mimi2point0), digital and social media manager at rbb. "Retweets are guided by the basic principles of public relations, and that's relationship building.''

The bottom line: don't put pressure on someone to pass along a message they might not feel comfortable promoting.

The best way to get a retweet is to share information that's compelling and valuable. If it's that's interesting, folks will retweet it on their own. Another tip: Tweets can't be more than 140 characters, but if you want it to be retweeted, keep your message to 120 characters -- that makes it easier to resend with your name attached.

You can read the full list of rbb's do's and dont's here. Post a comment with your own advice or experience in retweeting do's and don'ts.

• Do share.  Sharing is vital to social media, especially Twitter.  If you stumble across a link or photo that’s compelling share it!
• Do give credit where credit is due.  If you RT someone else’s update make sure to credit them by adding “RT” at the beginning of the tweet followed by their Twitter handle. If multiple people have RTed an update, give credit to the original Twitterer.
• Don’t RT out of context.  If you’re RTing and find that you’ve gone over the allotted amount of characters, it’s ok to abbreviate a word or two, but don’t change the entire meaning of the tweet.
• Do encourage others to RT by adding “please RT” to the end of your update, but don’t “twam” your followers with DMs asking them to RT.
• Do be interesting.  Remember the best way to get a RT is to provide information that’s compelling and valuable.

Michelle Catin, digital and social media manager at rbb Public Relations

As seen here in PRWeek Magazine.

August 19, 2009

As I monitor the buzz around new media it troubles me that so many people are jumping into the tactics new technology brings with little regard to strategy. What do we expect these new channels to deliver and how do they fit into our overall plans to manage our brands and their reputations?
I propose that we consider a new template for how we build a communications plan, one that is driven by a clear objective and sound strategies, which then define the tactics, be they in new or traditional media. 
The traditional planning model includes: An Objective, Strategies, Audiences, Key Messages, Tactics, and Measurement.
Today's world with its new and developing communications channels, no longer fits so neatly into this model. Communications has become more interactive. We need a new planning model that will allow us to keep the strongest pieces of the old, such as strategy, and marry it to the best of the new, like having authentic conversations that foster communities of people who respect and trust each other.
I have devised a planning template for our new world. While it might not be perfect, yet, I believe it is directionally on target and provides our profession the freedom to think with a new strategic focus:
Outcomes are a much clearer statement of what you want to have happen. In education, it is a clear statement of what a student should learn in a specific course.
Strategies are critical and should remain the same as the traditional template; a broad scale approach for how you plan to achieve the outcomes.
Engagement replaces both audiences and key messages. It is further broken into three subsections:
Themes: Gone are the days that we can communicate credibly in carefully worded sound bites that often require excruciating debate with legal teams. Themes also are the foundation of good storytelling that captures people's imagination and interest.
Conversations: Themes allow us to have genuine, authentic conversations with the people we are trying to reach. Engaging and speaking with them, rather than at our audiences. Ultimately, these conversations make up a good part of what we call tactics today.
Communities: These are groups of people with shared interests, including interests in our companies, brands, or causes. Communities of people communicate with each other, not at each other.
Results replace Measurement. Results take us back to the beginning of this new template to “Outcomes,” which are the results you wanted to happen.

Photo: Lisa Ross, president of rbb Public Relations, accepts her "Influential Business Women" award at the July 16th awards ceremony.

rbb Public Relations was named one of Florida’s Best Companies to Work For, according to the annual survey conducted by Florida Trend Magazine. The survey, which ranks 100 companies in small, medium and large company categories, ranked rbb as ninth in the small company category. To see the full ranking, click here. 

“The PR industry has been kind enough to award us with many wonderful titles – Agency of the Year, Boutique Agency of the Year – but these awards have a special significance to me because they focus on the basis for all our success, which is our people,” said Christine Barney, CEO and managing partner at rbb.

Undoubtedly one of the reasons for rbb’s selection is its progressive employee policies, including an open-office environment and an employee-driven workplace.  These were the same reasons highlighted by the Wall Street Journal earlier in the year when they named rbb a “Top Small Workplace” for the third year in a row!

Twitterviews from the top: Christine M. Barney, APR, CEO & Managing Partner rbb Public Relations

Christine M. Barney, APR CEO & Managing Partner at rbb Public relations http://www.rbbpr.com shares her insights in this weeks ‘Twitterviews from the top"

ValerieSimon: Wecome to the Public Relations Examiner Twitterview w/ @cmbarney, APR CEO & Managing Partner at rbb Public relations

ValerieSimon: We'll be discussing #CEO use of #socialmedia , creating a "winning workplace" & #PR accreditation.

ValerieSimon:  Let's begin w/ some questions regarding your presentation "CEO Tweetup: how & why real CEOs use social media"

ValerieSimon:  How do you describe social media use among CEO's?

cmbarney: Still small but growing; Many CEO's live on what I call, CEO island, distanced from stakeholders

cmbarney: The four stages of CEO involvement...

cmbarney: 1) Out to lunch: Let staff do it ; 2) voyeur: watch and listen 3) cheerlead and 4) dive in;

ValerieSimon:  Can you provide some examples of exemplary use of social media by CEO?s?

cmbarney: Out to lunch - was Domino's example http://tr.im/pRFl ; CEO came in late to play...

cmbarney: Voyeur to Cheerleader - Ford CEO Tom Mulally did impromtu twitter chat and is now a youtube star http://tr.im/pRGg

cmbarney: My favorite is famous Tom Dickson of Blendtec - great integration of social media platforms http://tr.im/pREa.

ValerieSimon: From @KeithTrivitt What are some successful strategies you have used to get CEOs & C-level execs on board with social media?

cmbarney: Bring them to the table one-on-one. rbb 2.0 division does personal primers on how it works/why its important; who is doing it

ValerieSimon: During last weeks twitterview @5WPR CEO @RTorossian5wpr noted his surprise that more owners of PR agencies don?t blog regularly?

ValerieSimon: Can you explain your policy/ beliefs on PR Agency blogs?

cmbarney: Asl tell CEOs, company blogs should reflect the company - Not every CEO has to be the face http://tr.im/oFy1 ...

cmbarney: Match to your brand personality - rbb brand is employee driven workplace so internal blogs are written by employees

ValerieSimon: As CEO of http://www.rbbpr.com, you have created an environment recognized by the WSJ as a winning workplace...

ValerieSimon: Can you explain the key components of the rbb Total Rewards Program?

cmbarney: Based on Employee Driven Workplace (EDW) = treat people like adults; trust them to be architects of culture and workplace...

cmbarney: rbb Total Rewards has 4 areas: pay/benefits, work environment, recognition and learning/ development. http://tr.im/pRqE

ValerieSimon:  In this economy, many employers have limited benefits, recognition programs, prof development opportunities?

ValerieSimon: Why do you continue to emphasize an employee driven workplace?

cmbarney: Give people the freedom to create their own work environments &clients will stay, more clients will come & everyone makes money.

ValerieSimon: A Quest from @Spiewak What is the biggest misconception about PR from ppl w/in the industry and also ppl outside looking in?

cmbarney: @Spiewak PR people have an inferiority complex, don't think we r worth the $ & deserve a seat at table; outsiders take advantage

ValerieSimon: I also received several questions for you regarding #PR #accreditation...

ValerieSimon: As an accredited PR prof and past pres.of the Miami #PRSA Chapt, u held the position of Ethics office from 2003-2007...

ValerieSimon:  Per @krisTK What?s the best way for APR candidates to study for ethical questions on the test?

cmbarney: @krisTK at rbb pr @smfgators practiced with me and other mentors b4 taking and passing (yeah sandra) the test.

ValerieSimon: From @JBwrites: Is there any business value in earning an APR? Other than other PR professionals, does anyone recognize it?

cmbarney: @JBwrites do it for yourself 1st; do it for biz 2nd. learn biz + by reading here http://tr.im/pS8K

ValerieSimon:  A few other folks were wondering if you have any other advice for studying/ taking the APR exam

cmbarney: Take advantage of local @prsamiami courses and talk to those who already did it. Can i make one more pt about workplace?

ValerieSimon:  Of course!

cmbarney: Practice what we preach to clients - Don't talk @ employees talk WITH them. great benefits not enough http://tr.im/pRXW....

cmbarney: rbb has fab benefits 100% HC, free phones, laptops, etc; but people stay (8yrs +) because of respect & flexibility

cmbarney: I was told to retweet the trim for employee driven workplace article http://tr.im/oXvK

ValerieSimon:  Be careful... you are going to get a lot of resumes ;)

ValerieSimon: Seriously though, I have been asked-- are you #hiring?

cmbarney: Follow us @rbbpr or FB http://tr.im/pS6R, always open to good folks, contact hiring partner on careers page @ www.rbbpr.com

ValerieSimon: Excellent!  I know time is coming to a close, but do you have any final thoughts or #pradvice for those following?

cmbarney: and go for awards/peer recognition like Agency of Year, http://tr.im/pLvX, SABRES, Anvils...

cmbarney: Real benefit from best practices approach comes from attracting, keeping great clients and staff. True PR pros r always learning

ValerieSimon: Well I learned a lot from you today! Thanks for sharing your insights on the public relations industry with us!

ValerieSimon: And thank you to everyone who participated and followed along the Twitterview! A full transcript wil be avail on examiner.com

cmbarney: Thanks, I really enjoyed it! Look forward to your guest next week!

ValerieSimon: @cmbarney I'll be taking off for the 4th of July holiday, but will be back the following Friday! Will announce that CEO next wk #prexaminer

ValerieSimon: Hint: The next Public Relations Agency CEO will be tweeting live from his headquarters in Washington, DC...

Be sure to check out the Twitpic of the @rbbpr team w/ Christine taken and sent during the Twitterview  http://twitpic.com/8h0yz  . For more pics http://tr.im/rbbflickr