May 04 2015

3 Things PR Pros Should Know Before Working With Bloggers

By Amanda Limoges

We’ve all heard it before: Media relations is rapidly changing and bloggers have become an emerging, more common source of news. In fact, blogs might even be the perfect outlet for sharing a client’s story, but how they function and expect to be contacted can often be misunderstood by PR pros. Since I began working at RLF, I have had the opportunity to work with bloggers on behalf of numerous clients, and have developed a few best practices along the way:


Research bloggers like you would journalists.

One of the first things we learn in PR is to always research a journalist before contacting him or her. The same rule applies to bloggers. Get a feel for what the blogger writes about by reading recent articles they’ve posted and glancing at their ‘about me’ page. For example, I conducted extensive research before asking mommy bloggers to review a children’s product for a client. In addition to reading recent articles and reviewing ‘about me’ pages, I made sure they were in the same geographic area where the product is sold, had children in the appropriate age range, and also looked into their reach and impressions to confirm that there would be a sound return on the client’s investment.


Use a more casual tone.

Bloggers don’t expect the same type of formality used when pitching reporters. They also don’t need a formal press release – they are simply looking for the facts. Many bloggers desire personal messages, rather than traditional pitches, which could include mention of a recent post they wrote on a topic similar to the one you’re sharing. I recently reached out to local mommy bloggers about a new product launch and used a conversational tone to engage my audience, as well as language that made it apparent that I understood their role as a mommy blogger.


Find out if your client will have to pay.

Many bloggers make a living off of earnings from their blogs and may ask for financial compensation in return for an honest product review, giveaway or shares on social media. Unlike traditional journalism, it’s not forbidden to provide financial compensation, and it may even be expected by some bloggers. It’s important to keep your client’s best interests in mind so always ask about the blog’s reach and target demographics before agreeing to a paid post. I have found that it’s best to always ask about financial compensation and what is included in a promoted post upfront so your client is never surprised about a cost.

In a profession that is always evolving, it’s essential to stay up-to-date about new outlets to share your client’s story. When it comes to blogs or other new media, I’ve learned the most important step in the media outreach process is research – make sure you have a deep understanding of the channel and the writer so that you can develop a strategy that best serves your client’s needs.


Photo courtesy of David Mulder’s Flickr photostream.

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Apr 06 2015

New Team Member Spotlight: Kent Chilton

Published by under RLF Spotlight

We recently added to the RLF creative team with the addition of Kent Chilton as a graphic designer. Kent has already brought his deep experience and a keen eye to a variety of client projects and we are excited to have him on board. 

Tell us a little about your work experience and what attracted you to RLF.

Years ago I was lucky to land a job in photography. I was already considering a design career and that creative environment helped push me to pursue an industry like advertising. I’ve been in creative positions for many years, both at agencies and in-house design departments.

RLF was attractive to me for a variety of reasons. The initial connection came through a trusted friend and after meeting Monty, Ron and the rest of the RLF crew, I felt comfortable and intrigued at the opportunity.

What’s your favorite way to spend your free time?

I have a son and we both love sports. I enjoy running and soccer and I often shape other activities around eating good food with friends and family. Art, design, music and photography get squeezed in if possible.

What was the last book you read?

“Love Is the Killer App” by Tim Sanders, for the third time.

If you had a theme song, what would it be?

I doubt it could be only one song but there is a good chance it would be a song by Andrew Bird.

If you could have dinner with one person, dead or alive, who would it be?

My grandfather. But Bill Murray runs a close second.

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Mar 18 2015

New Team Member Spotlight: Alice Lee

Published by under RLF Spotlight

Alice Lee recently joined RLF Communications as a communications manager. In this role, Lee supports the public relations and marketing efforts for our consumer and lifestyle brands with media relations, social media and research.

Tell us a little about your work experience and what attracted you to RLF. 

I graduated from UNC-Chapel Hill with a degree in journalism and a concentration in public relations. I interned with Randolph Hospital and Congressman Coble doing PR-related work. After college, I joined the Peace Corps to pursue my passion for humanitarian work. From there, I took a job with United Airlines as an international flight attendant. At the same time my flight attendant training ended, I was notified that I had gotten into the Erasmus Mundus Master’s in Journalism, Media and Globalisation (European spelling of the word). It was an incredibly hard decision to make, but I ultimately declined the opportunity and spent the next two years working for United Airlines. The unique opportunity afforded me the benefit of travel to places I had never imagined: Germany, Switzerland, Great Britain, Mexico, Puerto Rico, Ireland, Singapore, Taiwan, Holland, Ecuador and France. I photo-documented my experiences and began a blog to share them with my family and friends. Eventually, I knew that my creativity and writing abilities could be used in a different outlet.

It all came together at the right time. About the same time I started looking for PR jobs, Jennie Klahre, who I went to UNC with, contacted me about an opening at RLF. The agency size, location and employees attracted me to RLF. I couldn’t have asked for a better-fitting job.

What’s your favorite way to spend your free time?

I really love spending time in local, independently-owned coffee shops and bookstores. Second to that would have to be dive bars, live music and singing to myself. I guess I like traveling too.

What was the last book you read?

“Yoga For People Who Can’t Be Bothered To Do It” by Geoff Dyer. Contrary to what the title might suggest, the book has absolutely nothing to do with yoga. Dyer writes short essays about his adventures through exotic countries and his journey through life. His stories are jealousy inducing, enlightening, embarrassing, hilarious, thought provoking, and at times, downright sad. Dyer is a relatable person, whose life loosely parallels mine – the incessant need for self-discovery through travel, and writing and penning all the crazy everyday thoughts that drift through our minds.

If you had a theme song, what would it be?

I’d like to think that I will someday write my own.

If you could have dinner with one person, dead or alive, who would it be?

Jimmy Fallon. Can we make this a week-long dinner?

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Mar 09 2015

Three Things to Look for in a PR Internship

By Adam Bowers

If you’re studying public relations, you’ve probably heard this countless times from professors, peers, parents and professional connections: It is really important to find an internship. You’re no doubt sick and tired of hearing it, but unfortunately, it’s true. Internships are important in any industry, but they’re especially crucial in PR. The good news is that there are a lot of agencies looking for strong intern talent to support them. Many budding PR pros are tempted to take the first internship offer that they receive, but it’s important to remember that not all internship programs are created equal. There are three things that RLF believes every young PR professional should seek in an internship:

A Mutually Beneficial Relationship

As a college student, you may think that your first internship will involve “paying your dues” on coffee runs, paper shredding and trips to the dry cleaner, but it shouldn’t. Find an agency that is looking for legitimate account support. The best programs give their interns the opportunity to contribute to the firm’s work in significant ways. In interviews, don’t be afraid to ask what kinds of tasks you’ll be working on. (Hint: pitching, writing and editing are good. Cleaning, errands and phone answering are bad). Look for an internship where you’ll be able to contribute to the firm in a meaningful way, while also walking away from the experience with a portfolio of quality work samples.

A Place to Get Connected

I used to cringe in college when someone would tell me, “It’s not what you know, it’s who you know.” Let’s face it: That phrase has become incredibly cliché. Unfortunately, clichés become clichés for a reason, and this one is no different. As important as a strong resumé and portfolio are to potential employers, nothing beats a personal connection. When interviewing for internships, ask about the firm’s culture. Is it the kind of place where interns get to know and work closely with full-time staffers? Will you get the chance to learn from senior-level practitioners, or only work with people just a year or two out of college? Seek out settings where you’ll have an opportunity to become close with one or two of your supervisors, as well as get to know top-level managers. And when the internship comes to an end, don’t hesitate to ask your new connections who they know that is hiring for full-time positions.

A Culture of Inclusion

If you’re getting real PR experience and also getting to know your supervisors, you’re in great shape. The ideal internship program, though, will provide interns with both of these things and also fully integrate them into the firm’s team. Interns shouldn’t be treated like second-class citizens. You’ll know you’ve found a genuinely great program if interns are included in account meetings, company-wide brainstorms and invited to social gatherings both inside and outside of the office.

And I’d be remiss not to include a shameless plug for our own internship program: At RLF, we do our best to do all three of these things! We also believe in paying our interns either an hourly wage or a stipend. If you’re interested in applying, you can send a resume and cover letter to

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Feb 18 2015

5 Ways to Survive Your First Year as a PR Pro

Published by under Public Relations

By Alyssa Bedrosian

Graduating from college and diving headfirst into the world of public relations can be scary. No matter how many internships you had or how great your professors were, you will never be fully prepared for your first full-time position at an agency or an in-house communications department. Managing client relationships, mastering the pitch, and working effectively in a team are skills that you learn on the job – not in a classroom.

However, there are some concrete ways you can prepare for your first year in PR. As a young professional myself, I’ve learned how to navigate the industry and come out successful, even when that meant getting a few bumps and bruises along the way. Here are some of my tips for those entering the field:

Write as much as you can

No matter how the industry evolves, writing will always be at the center of what we do. In your first year, jump on every opportunity you can to write. If you have some down time, volunteer to write a post for your organization’s blog. If the account lead asks if you have time to write a pitch, make time. When you’re not at work, write on your own – journal entries, song lyrics, personal blog posts, etc. When it comes to writing, practice really does help make perfect.

Remain a student

The key to life after college is continuous learning. Take some time to read books by industry leaders and attend webinars or other conferences. PR is an ever-changing industry, and we need to read, learn and engage as much as we can in order to keep up. Even if your focus is media relations, spend time learning the ins and outs of advertising and digital marketing—all areas of communications are becoming more and more integrated, so your expertise should not be limited to just one area.

In addition, don’t be afraid to ask questions! Many senior team members would be happy to guide you and serve as a mentor during your first year.

Learn to prioritize

Most PR professionals bounce back and forth between multiple projects on tight deadlines, and knowing what to work on and when can be a tough lesson to learn. During your first year, it’s important to identify which projects need to be completed ASAP and which projects can wait until tomorrow. If you struggle with time management, talk to your supervisor to get some tips and tricks on how to prioritize your work and better manage your time. 

Welcome constructive criticism

As much as we dislike hearing negative feedback, constructive criticism is key to growth. Instead of dwelling on your shortcomings, view your mistakes as learning opportunities. This can be hard (and humbling) to do, but it’s key to success in this industry. Ask your senior team members for feedback and make sure they know that you want and respect their opinions.

Take risks

Throughout my career, there have been many times when I played it too conservative or cautious. While it’s especially critical to ask questions and look for feedback early in your career, it’s also important to be confident in your ability and be willing to take risks. Share your out-of-the-box ideas, take charge (within reason) on the projects you’re working on, and don’t be afraid to set BIG goals. Demonstrating confidence and taking initiative will help you grow in the first few years.

Your first year in the industry will be challenging. It will take time to feel completely comfortable speaking with reporters, sharing your ideas in a brainstorming session, and approaching your boss when something goes wrong. However, if you take into consideration the tips I’ve outlined above, you will be on your way to a long, successful career in PR. Enjoy the ride!

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Feb 13 2015

3 Valentine’s Day Campaigns Spread The Love This Season

By Marina Panagopulos

With Valentine’s Day right around the corner, companies are finding unique ways to spread the love. Whether it’s through fun in-store challenges or more serious matchmaking efforts, brands are successfully (and sometimes not so successfully) getting in the Valentine’s Day spirit.

Here’s a review of three impressive campaigns that are bound to spark conversation this year:

World’s Largest #StarbucksDate

Starbucks and are pairing up on Feb. 13 to host what is expected to be the “world’s largest Starbucks date.” Single Match users will get access to a special “Meet at Starbucks” feature to send out invites and arrange first dates. Starbucks will offer $5 pairings of coffee and bakery treats for two.

What is most remarkable about the upcoming #StarbucksDate is the focus it places on customer experience. Starbucks acts as a Cupid character, promoting its coffee shops as places where lasting memories can be made. Through emotional branding, Starbucks simultaneously forms close bonds with its customers, as well as between its customers.

Pay With Lovin’ at McDonald’s

This Valentine’s Day, McDonald’s will be accepting a new form of payment: love. From Feb. 2-14, the fast-food chain will nominate customers to perform a “random act of lovin’” as payment for their meal. So far, customers have shown their spirit through dancing, hugging and a spontaneous “I love you” to family members.

Although the campaign has potential to create awkward scenarios for McDonald’s customers, the feel-good intentions make it unique to any other brand’s Valentine’s Day promotions. McDonald’s has posted videos of customers’ candid reactions online, showing that random acts of kindness can brighten anyone’s day.

Dunkin’ Donuts Getaway

Many of us are familiar with Dunkin’ Donuts’ seasonal menus, which include pumpkin spice lattes in October, and red and green sprinkled doughnuts during the Christmas season. This year, alongside its heart-shaped pastries, Dunkin’ Donuts is celebrating Valentine’s Day with an exciting social media promotion. From Feb. 11-13, Dunkin’ asks followers to tweet at a loved one using the hashtags #DDHearts and #Sweeps. On Feb. 13, 10 people will receive $100 gifts and have their personal tweet turned into a “donut dedication” video with the name of their sweetheart personalized on a heart-shaped donut. The best part: one lucky participant will win a trip for two on JetBlue.

With close to one million followers on Twitter, Dunkin’ Donuts’ social media presence is impressive. The company takes advantage of unique hashtags as a way to encourage customer engagement and the sharing of user-generated content. It will be interesting to see how Dunkin’ fans engage with this year’s Valentine’s Day promotion.

More and more brands are using holidays as a way to connect and engage with their target audiences in quirky, heartwarming ways. Whether your Valentine’s Day plans involve a romantic dinner for two or a casual trip to the movies with friends, these brands want to be a part of your day, and I for one am looking forward to feeling the love.


Photo courtesy of FieryDragonLord’s Flickr photostream.

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Feb 06 2015

New Client Spotlight: Unity FI Solutions

By Adam Bowers

RLF has extensive experience designing eye-catching websites and creating compelling content to populate them. We recently partnered with Unity FI Solutions to redesign its website, which launched earlier this year.

Unity FI Solutions is a Charlotte, North Carolina-based provider of electronic payment solutions to financial institutions and other corporate clients. Within the industry, Unity FI Solutions is well known for its ability to tailor solutions to meet very specific and complex client needs. This client-centric approach reflects RLF’s own commitment to service and has made for a strong and mutually beneficial partnership.

Now that Unity FI Solutions’ new website is live, we will continue our partnership by providing media relations support, advertising and other external marketing efforts. Unity FI Solutions is truly innovative in both its products and service, and we look forward to helping it meet its business goals through strategic communications in the coming year.

Please feel free to take a moment to explore Unity FI Solutions’ new website.

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Feb 04 2015

Super Bowl Ads Draw on Our Emotions

Published by under Advertising,Branding

While several of this year’s Super Bowl ads tended to the more serious or focused on generating a laugh, there were also several that seemed designed to draw on our sentimentality and emotions, such as Nissan’s “With Dad” commercial.

In our final review of the best 2015 Super Bowl commercials, we will focus on these more heartwarming, and often tear-evoking, ads.

Steffany Reeve, director of consumer & lifestyle brands

Favorite commercial: “Real Strength” by Dove

Thoughts: This emotional and very touching ad showcased the caring sides of dads spending quality time with their kids during pivotal moments in their lives. Not only did this ad tug at my heart strings, but it also made my husband’s eyes get a little teary and even motivated him to reach out to our three-and-a-half-year-old son Benjamin and give him a big hug. Dove first won me over with its well–branded “Real Women” campaign, and this new campaign for men is a fitting, natural extension of the brand. When so much of the news lately has featured negative stories about “supposedly strong” celebrity male athletes caught beating their girlfriends, cheating, doping, and deflating balls, it’s important and refreshing to have campaigns like this one to help remind us all to celebrate the “true strong” men in our lives who do care, who try to be good, and who are wonderful dads.

Marina Panagopulos, intern

Favorite commercial: “Lost Dog” by Budweiser

Thoughts: Budweiser certainly knew how to tug on America’s heart strings in its recent Super Bowl commercial. This is the brand’s second advertisement starring the “Budweiser puppy” and spotlights the concept that a dog is a man’s (and apparently a horse’s) best friend with the trending hashtag #BestBuds. I thought the ad did a great job taking a simple idea and running with it. The storyline is incredibly heartwarming, which makes the audience feel closer to the brand. Budweiser reminds us all that the cuteness factor can never get old.

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Feb 03 2015

Super Bowl Ads Continue to Generate Laughs

Published by under Advertising,Branding

While many of this year’s Super Bowl ads seemed to take a much more serious tone, there were also several lighthearted commercials in the bunch. Here is a look at some of our favorite of the funny.

David French, vice president, client strategy & service

Favorite commercial: Brady Bunch “You’re Not You When You’re Hungry” by Snickers

Thoughts: Snickers still satisfies with “You’re not you when you’re hungry.” Anyone who’s a Brady Bunch fan will remember the Marcia-gets-hit-in-the-nose episode, but a Son of Anarchy is totally over the top! And Steve Buscemi giving us poor, middle child Jan was priceless.

Michelle Rash, vice president, financial & professional services brands

Favorite commercial: “First Draft Ever” by Avocados from Mexico

Thoughts: There were 15 first-time advertisers in the 2015 Super Bowl, including Avocados from Mexico, an organization promoting the sale of – you guessed it – avocados from Mexico. The ad depicts countries having a draft about 4 billion years ago to see where the various plants and animals would live. Despite the polar bear’s best hopes, Mexico chooses the avocado as its first pick.

I thought this ad was creative and applied some out-of-the-box thinking to something that most of us don’t give a lot of thought to – where our avocados come from. It was also very entertaining to see the animals react to where they were assigned. But I think the reason I most liked this ad was because it is from an organization that you don’t typically expect to see advertising in the Super Bowl and it really showed a big (and costly – an estimated $4.5 million for a 30 second ad) leap of faith for Avocados from Mexico to use this platform to reach its audience. While not an avocado fan myself, I hope they reap the rewards of taking this risk.

Carolyn Kuzmin, intern

Favorite commercial: “The Perfect Getaway” by Kia

Thoughts: Car commercials are often unmemorable and overdone with excessive speed and stunts. This one, though, takes on a new approach to poke fun at this excess. It is a spoof, not only of action movies, but also of the typical over-the-top Super Bowl commercial. I thought it was a fun and different idea that brought a dose of reality to contrast Kia’s past outlandish hamster commercials. It also didn’t hurt to have Pierce Brosnan as the commercial’s celebrity face!

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Feb 02 2015

2015 Super Bowl Commercials Take a More Serious Tone

Published by under Advertising,Branding

Super Bowl ads have historically been funny and clever, focused more on selling beer, junk food and cars than creating serious dialogue about societal issues. However, many of this year’s Super Bowl ads varied from that course and instead focused on a wide range of serious issues, starting with a highly controversial commercial by Nationwide looking at accidental deaths among children, and also including ads discussing cyberbullying, domestic violence and gender stereotypes.

Tomorrow we will look at some of the more humorous ads from this year’s Super Bowl, but today a few RLF employees will share their insights into some of the more serious ads from yesterday’s big game.

Jennie Klahre, senior communications manager

Favorite commercial: PSA for domestic violence by

Thoughts: Apparently gone are the days of watching cute polar bears frolic through the snow and talking M&M’s embark on hilarious adventures. The spots this year were much more serious, broaching sensitive topics.

For me, the most chilling ad was’s PSA for domestic violence. It took me a few moments to catch on that the woman calling 911 was placing a fake pizza order because she couldn’t explain her real reason for distress. By the end of the commercial, I was in awe of the extremely effective and well-executed spot. The images alone were enough to turn my stomach.

Although I suspect one of the main reasons the NFL backed this ad has to do with recent domestic violence accusations against numerous players and the crisis that has created for the league, I still praise the commercial itself. If nothing else, it’s a conversation starter. And one that definitely needs to be had.

Alyssa Bedrosian, communications manager

Favorite commercial: #LikeAGirl by Always

Thoughts: This year’s Super Bowl ads were all about tugging on our heartstrings, and the Always #LikeAGirl ad was one that topped the list for me. In the ad, a producer asked men and women to do various activities “like a girl.” The adults responded by running or fighting in ways that demonstrate the often-insulting stereotypes associated with the phrase “like a girl.” However, when young girls were asked the same questions, their responses were completely void of the negative connotations associated with the phrase; for example, when a young girl was asked to run like a girl, she ran as fast as she could. The ad went on to say that girls’ confidence plummets during puberty, and invited viewers to make #LikeAGirl mean amazing things.

I was watching the Super Bowl with 10 other people, both men and women, and everyone fell silent during this commercial. The ad was so powerful because it highlighted a stereotype that everyone can relate to, using a phrase that most of us have heard and/or used in our lifetime. The ad was also extremely relevant, coming at a time when many high-profile feminists have been speaking out for gender equality (think Emma Watson and Taylor Swift). Always also took full advantage of social media throughout the Super Bowl, retweeting and responding to Julianne Hough, Sara Bareilles, Demi Lovato and a slew of female celebrities who expressed their support on Twitter. While the ad stirred up some controversy (as most equality issues do), I think the brand did a great job of reaching its target audience by using an inspiring, memorable ad to take a strong stance on an issue that is near and dear to its consumers.

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