FREQUENTLY ASKED QUESTIONS
(w/answers in 140 characters or <)

 

What is Euro RSCG Worldwide PR?
U.S. PR agency of Euro RSCG Worldwide, part of Havas, 1 of planet’s top 5 mktg svcs cos: 233 ofcs, 12K+ ppl, 75 countries. NYC, Pgh, Chi.

So who’s on your team?
Motivated pros. Senior mgmt on all accts, but use best brains/skills 4 each client. Team up w/ERWW agencies: Life, AbMac, 350, esp Cake.

What about your parent company, Euro RSCG Worldwide?
World’s hottest creative agncy. Ad div called creative highlite of all Cannes Lions. Health div: Adweek 2010 HC AOY, MM&M 2010 All-Star NOY.

Industry recognition is great, but what about connecting with consumers?
Euro RSCG produced most downloaded TV commercial ever: Evian’s roller-skating babies. 100m+ views & counting.

How does Euro RSCG PR connect?
Digital @ core for 5 yrs: Cre8 powerful methods 2 reach op leaders/pros/consumers w/our deep understanding of dgtl landscape & SoMe nuances.

The social mind is key. We grab & map all the info we can there. We create news, trends 2 inform. 360º hiway of social thought.

How about the other social—social responsibility?
We rock CSR; do comprehensive audit of potential charities & consumer rsrch 2 partner clients w/causes that inspire & engage their cnsmrs.

What are some of your CSR innovations?
Tck Tck Tck, One Young World, Transitions Healthy Sight for Life Fund, Stand Up for Heroes, reMIND.org, Home Base Program, everything Haiti.

Are you influencing the conversation?
Can you say “Word of the Year”? Only PR agency to launch one. Our prez, Marian Salzman, put metrosexual into natl conversation, 2003.

What exactly is PR now, anyway?
4 us, all about momentum. We’re mo xperts—lift brand exposure; reach consumers w/influencer mktg, online convos; wow w/big media placements.

Anything else?
We get (& keep) ppl talking about a brand. Trendspotting xperts w/surprizng ways 2 rch consumers. Buzz builders. Viral & grassroots mktrs.

Bottom-line time: What has Euro PR done for clients lately?
Managing comms 4 Wyclef Jean’s Haiti NGO, put Schiff on natl TV shows, led Sears/Kmart holiday, back2school, cash 4 appliances + more…

Anything in the key health-care sector?
Upping diabetes awareness w/s-a STAND, helping consumers focus on vision w/Transitions Healthy Sight Working for You, baseball pros 4 DVT…

What else?
Media relations 4 Toyota Pro/Celeb Race, natl V-Day contest 4 Purina Chef Michael’s, supported Prince’s (as in Charles) Rainforests Project.

Seems like a pretty broad range.
ERWW PR teams rule in core consumer competencies: biz, CSR, beauty, sports, food/bev, travel/tour, design, luxe, tech, fashion, hlth/well.

So what can you do for my business?
Find big idea, infuse w/energy & run 2 strngst impact. PR + mktg svcs + dgtl strgies in integrated approach suited to 24/7/365 biz enviro.

How do you get there?
We immerse ourselves in places where people and media live now. Our laser focus is on prosumers, trialogues & hyperlocalization.

Prosumer?
The proactive consumers 1st on new social media & getting/sharing brand info. Targets of our “influencing the influencer” strategy for yrs.

Define trialogue?
A multi-way conversation that any # of consumers have w/ & about brands & employees—matters now more than ever. We help shape the convos.

And…hyperlocalization?
Local’s the new global + online meets off, virtually local. Community = momentum. Stories get retold, brought into natl spotlight.

What does that mean for you?
We love natl hits, but ERWW PR also gets 2 the heart of new local reality. We’re leader in grassroots cmpgns, local media, geo-trgtd SoMe.

What’s in your toolbox?
Strategy & creative, media relations, research & writing, buzz strategy & marketing, press events & conferences, roundtables & education…

Is that it?
Content development, guerrilla stunts, brand ambassador programs, social media, spokesperson ID & contract negotiations, mobile marketing…

Anything else?
Crisis & internal communications, community relations, secondary & anecdotal research, speech writing & editing, website planning…

What’s your strategic process?
Route 360. 5 key parts: listen & learn (incl social convos), trialogue platform (leverage idea xchange b/w consumers, brands, employees).

Three more?
Then conversation catalyst (xplore zeitgeist), influence mapping (find audience influences & create right msgs), share & learn.

So what happens then?
We build relationships w/audiences who most affect reputation, opinion & behavior.

What about contingency plans?
We’re nimble, with agile entrepreneurs who think strategically 24/7/365 about how to build your business.

How do you measure results?
Dashboard (proprietary custom coverage assessment) + metrics + report card + digital merchandising (how we live in Twitterville).

Anything else to tell?
Proud of thought starters: studies “SoLife & SoMe,” “Teen Girl as Consumer & Communicator,” “U.S. Mind & Mood Report.” Top Trends 2010.

More thoughts: New ERWW/PR blogs (Thinking Campaigns, SoLife & SoMe, Sisterhood) & websites, staff columns in PRWeek, Salzman @ HuffPost.

And innovations: Emphasis in 2009-10 on “launch.” Newsengine media relations dept & Newsengine U, SoMe Central, CentEx, The Sisterhood.

Last but not least: kudos! Bronze Bulldog, SABRE, Big Apple, PRemio & doz+ others since 2009 alone.