Welcome to the first RL&A newsletter of 2010! We have a lot of news to share this issue, but I first want to thank all of our clients for hanging in with us during these trying times – speaking for all of us at RL&A, we value your business and will continue to bend over backwards to get great results for you. We’re in this together!

For those of you who are new to this newsletter and to everyone else, we are proud to unveil our newest baby – the totally revamped and upgraded RL&A Web site, which can be found at www.robinleedyassociates.com. We are so happy with the way it turned out that we hope you will spend a little time visiting with us. The new site helps illustrate why we’re the number one, independent PR/Social Media agency specializing in OTC health and beauty brands, and has a number of new features, including case studies, special event programs and other great examples of our work, from viral video production and promotion to key print and broadcast placements. We also have a section for our “Partners” – companies we regularly work with to seamlessly provide additional services to our clients, such as media buying, print and TV production, SEO and Web programming, to name a few.

Also new on our site is a link to the RL&A Facebook page, RL&A Chatter, where you’ll learn more about some of our exciting social media efforts and thoughts about Facebook, in general. We’ve been having great success with this social networking “tool” for clients like Softlips, Coty’s Jovan Satisfaction fragrance and Anti Monkey Butt Powder. The Softlips “Letter a Day” giveaway, for example, allows page fans with first names that correspond to the letter of that day to enter to get Softlips lip balm in flavors they love or want to try. This organized effort – one winner daily — has netted more than 8,000 additional Facebook fans in a month’s time and nearly doubled their total fans to 19,000! So check out the RL&A Chatter Facebook page and mosey over to some of RL&A client pages to see the kind of success we’re having with social networking. Spend a few minutes perusing the site – whether you’re new to RL&A or a current or past client, I think you’ll learn something about what we can do for your brand. And please let us know what you think – we value your feedback!

Summer went by in a blur and while we didn’t have great weather here in the Northeast, we did have a great summer in terms of new business for Robin Leedy & Associates. Over the past few months we signed an agreement to conduct a 12-month social media campaign for Union Springs Pharmaceuticals of Union, Kentucky. The online campaign is part of an integrated marketing initiative to help launch MyClyns® personal germ protection spray to consumers this fall. This is a very exciting project – not only because it’s a fun, social media program, but also because the product itself is so relevant, with Swine Flu being all over the news. MyClyns (professional) has a strong following with first responders and we’re optimistic that consumers are going to love it, as well. RL&A’s social media program for MyClyns® includes social networking, such as Facebook and Twitter, blogger outreach and video development and distribution.

Speaking of video, we are presently using this medium for several RL&A clients, including a fun, lifestyle-oriented campaign for DSE Healthcare’s Anti Monkey Butt Powder (yes, the word “butt” is in the name). And boy, have we had fun with this one! While this was largely a blogger- and video-driven effort, the results after just three months have surpassed our wildest expectations – the video alone has generated some 140,000-plus views and the Facebook page has nearly 13,000 fans – without a major push!

On the more serious side, RL&A is conducting two other video campaigns for two personal health conditions: urinary tract infections (Cystex) and ear ringing, also known as tinnitus (Lipoflavonoid).  For Cystex, we feature our urology expert, Dr. Elizabeth Kavaler, who discusses all sorts of UTI subjects, from honeymoon cystitis to the dangers of “squatting.” For Lipoflavonoid, which is a dietary supplement, we feature a poignant video from a loyal brand “ambassador” who tells her moving story about how tinnitus nearly ruined her life and how Lipoflavonoid saved her.
    
I mention these projects to illustrate how personal health products can utilize the various social media platforms. With our strong expertise in over-the-counter (OTC) health, personal care and beauty brands, we can help translate your brand messages to the social media arena, where they have proven strength in communicating directly with targeted consumers. Just shoot us an email and we’ll tell you how to get started (cbrucculeri@robinleedyassociates.com or aomahoney@robinleedyassociates.com). Happy fall!
 

June Agency News

Watching the ups and downs of the stock market every day, along with all the media talk about the economy, is enough to put any of us over the edge. Are we at the bottom, when will the recovery start, will the official collapse of GM prolong the recession and when will consumers start spending again? These and other economy-related questions seem to be all that anyone can talk about – myself included. That is, until recently. Now I have a new obsession and that is, how everything in communications – during the recession and after – is going to be different. Vastly different, forever changed. PR and communications will never look the same.

Social media, which we’ve been talking about in this blog for 18-months or so, is surely a part of the change. But the overreaching change is much broader than Facebook, MySpace or Twitter (which we covered in our last blog), or whether cable will win out over broadcast TV or if newspapers will survive. It’s about how we get and share information, and for communicators, how do we manage this new world. This is the focus of our “Talking PR” and “Chit Chatter” columns – both written by the newest member of RL&A’s Chatter department, Christian Brucculeri, who has been busy developing and executing a number of social media programs for many RL&A clients.

We also have some great PR results to highlight in this issue, including placements on CBS’s The Doctors, as well as many popular blogs and magazines, in our “Clients in the News” section. So please read on and enjoy – and if you’re interested in learning more about how RL&A can help your company or brand communicate and “engage” with target audiences, just shoot me or Alyson an email at rrusso@robinleedyassociates.com or aomahoney@robinleedyassociates.com. We’ll be happy to do a communications audit for your brand that may just change the way you see your consumer outreach – and whether your current efforts are working. Also, if you or a marketing colleague plan to be at NACDS later this month and would like to meet with Alyson and I in between retailer meetings (or when you are on booth patrol), let us know.

Directing the Chatter: RL&A Hires Director of Social Media

The New York Times (February 23, 2009) reported in an article, “The Facebook Era is for Adults, Too,” that more than 60 percent of baby boomers are avid consumers of social media, such as blogs, forums, podcasts and online video, up from roughly 40 percent a year ago. This is music to our ears, as RL&A grows its Chatter RL&A social media department with the hiring of Christian Brucculeri as director of social media. Christian starts this month bringing a broad skill set and unique perspective to his position with his experience in the digital and entertainment arenas.

As a Senior Account Director for YouCast Corporation where he spent several years, Christian played a central role in transforming the YouCast product from a marketing vehicle for bands and Web products into a platform for major consumer brands to enter and participate in the online conversation. In 2008, Christian developed and activated successful social media campaigns for Snapple, Pepsi, Energizer, Schick, Macy’s, Pandora Radio, KFC, Triaminic, Sony, Warner Bros. Entertainment and others.

Christian began his marketing career as an intern for Bullygoat Records (Warner Bros.) where he helped launch Active Rock & Metal bands in digital media. Promoted to Director of Artist Management for Zen Media Group in 2004, Christian was responsible for managing online strategies for Anthrax, Mudvayne (Epic Records), Otep (Capitol), Bloodsimple (Warner Bros) and Krista (J/RCA Records). He holds a BBA in Management from The George Washington University and is currently an MBA student at NYU’s Stern School of Business.

John Whitcomb, social media coordinator at RL&A for the past year and a half will report to Christian and together with him, help enhance Chatter RL&A’s cutting edge digital and social media campaigns. If you would like to learn more about what Chatter RL&A can do for your company, contact Christian at Cbrucculeri@robinleedyassociates.com.

RL&A Signs New Clients

Just a little more than halfway through the first quarter of 2009, we’re pleased to announce several new RL&A client programs, including one for Taro Pharmaceutical’s Ovide for Head Lice, an Rx, first-line product that eradicates both head lice and nits and is safe for children and adults. For Diopsys, RL&A will conduct a public relations and social media program targeted to both pediatricians and moms for its Enfant Vision Screening test. Expanding on the work we already do for The Mentholatum Company of Buffalo, NY, including Softlips Lip Conditioners and ROHTO eye drops, RL&A will be conducting a campaign for Cherry Chest Rub for Kids, a topical rub that acts as a cough suppressant.

WHEN THE GOING GETS TOUGH…

I have to admit that I was struggling to write this section of the RL&A blog – intended to go out before the holidays – but got caught up in all the end of the year things that make running a small business about as much fun as having your teeth drilled – and never actually got around to finishing. And then there was this small issue of the state of the economy – and the world, for that matter – that put a damper on the holiday season, altogether.

But rather than start the New Year with the prevailing doom-and-gloom attitude, I prefer to see the end of 2008 and beginning of 2009 as a positive thing that will lead to more positive things…and so on as the year progresses. Public relations – unlike advertising and many other marketing options – is one of the more cost-effective ways to spend marketing dollars, so I am cautiously hopeful that RL&A will continue to grow and work with many new and existing clients in 2009 and beyond. Now more than ever, companies need to continue to market themselves to their various constituents – not stop and fall off the radar altogether. And while not meaning to sound self-serving – many people will back me up on this — public relations is a smart way to get more mileage out of reduced marketing dollars, since PR – when done right — typically delivers a better CPM and ROI. PR, now with the added tool of social media, is one of the best spends you will make in the coming year – especially with a firm like Robin Leedy & Associates (just had to slip that in!).

So, with that said, all of us at RL&A wish all of our friends and colleagues, here in the U.S. and abroad, a heartfelt, happy, healthy and prosperous New Year. And don’t worry so much – I predict good times ahead for us all!

THINK PINK WITH ROBIN LEEDY & ASSOCIATES

As a public relations firm that specializes in healthcare and particularly women’s health and personal care issues, RL&A decided to give back to our community and participate in the American Cancer Society’s 15th Annual Making Strides Against Breast Cancer 5K Walk, which took place Sunday, October 19th, at Manhattanville College here in Westchester County.

Breast cancer affects all of us in some way, even touching the lives of family members of some of us here at RL&A in the past few years. This was a chance for us to recognize and support breast cancer survivors and help the American Cancer Society make strides toward eliminating the disease and achieve the goal of never having to hear that you or a loved one has breast cancer.

Together with everyone else that came out for the day, more than $1.6 million was raised to fight this deadly disease and the RL&A team was more than happy to play our part.

The Making Strides walk covered a five mile course that ended with what seemed like the hill to end all hills. The walk started at Manhanttanville and wound through SUNY Purchase before it came full circle and ended back at Manhattanville College. Men, women and children of all ages participated.

The day was gorgeous, not too hot, not too cold, but just right, and everyone enjoyed spending the time together and getting some exercise all while helping out this great cause.

The best part of the day was that everyone on the RL&A team — from our most junior member up — all finished the entire 5K race!

Hard to believe it’s already October! Summer flew by as we geared up for several fall seasonal campaigns for various clients, as well as ramping up for 2009 programs. An extremely busy few months (the reason there were no blog postings – sorry!) and difficult news period as the election nears and news about Wall Street dominates just about all forms of media.

But in spite of the doom and gloom news environment, we have some very exciting RL&A news: we’ve had three babies born to RL&A staff in just two months!

Laurie Lindenbaum, Anne Carlantone and Chatter RL&A’s own John Whitcomb have all welcomed new additions to their families.

Can you guess which baby belongs to which PR staffer? We’re just thrilled, but the rest of us have decided not to drink the water here anymore.

Alexa	Jacob Tyler	JR

As the RL&A family grows and it reiterates the importance of things outside of our daily work, we have decided to participate as a company in the October 19th Making Strides Against Breast Cancer 5 Mile Walk sponsored by the American Cancer Society. We’ll let you in on who finishes the walk (and who we have to carry) in next month’s blog, so stay tuned.

Other Agency news: We’ve completed the expansion of our offices at our Mt. Kisco location – wiring will be completed next week and move-in day will be done following that. So stop by for a tour and a chat – we’d love to have you visit! By the way, the fall foliage is absolutely gorgeous this time of year in Westchester County, so don’t wait too long – before we know it, winter will be here! Also, check out our new “Clients in the News” section on our Web site – we think you’ll love how it works and highlights the great placements we get for our clients. This month’s RL&A blog features some amazing placements, including two of the largest-circulation consumer publications in the United States – AARP and Parade, and the #1 morning TV news program, TODAY (yes, we are patting ourselves on the back for these three scores!) Have fun browsing!

Click images to enlarge.

Well, as we said in an earlier newsletter, it’s the old story about the shoemaker’s kids having no shoes – same goes for us when it comes to doing PR for RL&A. But exceptions do arise, as with the case of the recent issue of InTown magazine, a “New York” type publication for residents of Westchester and Fairfield Counties, that features RL&A’s founder and president, Robin Russo, in an article about “turning points” that changed the course of the careers of six “career women.” Russo is featured along with former president and CEO of Pepsi-Cola North America Dawn Hudson, as well as Carolyn Kepcher of the Original “Apprentice” show and three other area women from all types of fields. Even better than the company she’s in is that the article calls RL&A “the go-to PR firm for OTC health and beauty product brands.”

The rapid growth of the Internet has many marketers – and PR folks, alike – scratching their heads and wondering how in the world to keep up. Is traditional media on its way out, making way for social media, or, can the two co-exist? As a 22-year old PR firm, we are deeply attached to traditional media, yet we are opening our arms to social media and finding effective ways to merge the two mediums into successful PR campaigns. Presently, we have a number of client PR programs that are utilizing social media to communicate with target audiences through blogs and social networking, as well as SEO – Search Engine Optimization.

In the last issue of “Chit Chatter,” we discussed SEO. This month we delve into the world of social networking – what it is and how businesses can get their toes wet to reach target demographics. Also take a look at some recent PR placements for clients in the “Clients in the News” section and find out about some travel-related health concerns (Weird but True) as you begin planning your summer vacations.

If you are interested in learning more about any of the information mentioned in the RL&A Blog, please contact Robin Russo at rrusso@robinleedyassociates.com