Sandra Fine

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So far Sandra Fine has created 25 blog entries.

Achieving Excellence, Not Perfection

When is good, good enough? How can you balance work and life so neither suffers? According to rbb Communications CEO Christine Barney, you can’t. Recently, Barney was presented with the PRSA Miami 2016 Bill Adams Lifetime Achievement Award and, as part of this honor she was featured at the PRSA Miami Cocktails and Conversations series […]

By |December 12th, 2016|Blog Post|0 Comments

Lozenge Locks in Lochte: Brand Blunder or Burst of Brilliance?

Should a brand ever capitalize on another’s misfortune? In what could possibly come to be known as a brilliant marketing move, the little known lozenge company Pine Bros. Softish Cough Drops has picked up fallen-from-grace Olympic swimmer Ryan Lochte. Ever heard of them?  Well, I hadn’t either until recently.

As you may know, after Lochte’s bad boy […]

By |August 26th, 2016|Blog Post|0 Comments

Controlling the Story: Did the Tennessee Powerball Winners Pull Off a PR Jackpot?

Unless you are truly devoid of human contact, you already know about the record-setting $1.6 billion Powerball jackpot and the three winning tickets that, as of the time of this blog post, still remain unclaimed but were sold in Chino Hills, California; Munford, Tennessee and Melbourne Beach, Florida.

So, morning show viewers were a bit surprised […]

By |January 15th, 2016|Blog Post|0 Comments

This is the Dawning of the Age of Experiment: From the Front Lines of PRSA International Conference 2015

This week marks the largest annual gathering of communicators and PR professionals at PRSA’s Annual Conference in Atlanta. It’s my fifth conference and there’s a lot to cover. There are more than 100 potential keynotes, breakout sessions and expert panels to choose from.

It can be difficult to report it all back, so my tradition is […]

By |November 9th, 2015|Blog Post|0 Comments

Being a Breakout Brand takes risk, but reaps rewards

The idea that companies should always put the customer first seems like it should be a given for any service or product-oriented business. I’ve heard it said in a lot of mission statements – but are most brands really walking the walk?

Many marketers would probably admit that one or two of their customer-centric big ideas have been given the axe with responses like, “But that would require a shift in our operations” or “I just don’t see how we can implement that.” Sometimes that may be the reality, but it got me thinking about when, how and why companies should innovate and implement a major change in operations that ultimately benefits the customer.


By |April 22nd, 2015|Blog Post|0 Comments

An Abercrombie and Fitch update: "Mean is out" as sales drop

It’s earnings time again for Abercrombie and Fitch. This report, however, is the teen retailer’s first since former CEO Mike Jeffries stepped down amid concerns the company’s sometimes controversial cool factor wasn’t resonating with today’s consumers.

So, has the change in leadership and a more humble brand attitude made an impact? Not yet. For the critical fourth quarter holiday period, the company reported sales were down 14 percent. Upon that news, stock prices have hit a new 13-year low.


By |March 4th, 2015|Blog Post|0 Comments

Does McDonald’s new ad campaign deserve the backlash?

When McDonald’s new ad campaign aired during the recent NFL Playoff game, it caught my attention right away. It features the iconic burger chains’ roadway arches signs imprinted with messages of hope and gratitude.

Some of the words reflect national moments, including “Boston Strong” and “We Remember 911.” Others are more local and personal – “Happy 95th Birthday Woody We Love You” and “It’s a Girl Rosalie Kay.” All it took was the musical element – a school choir singing “Carry On” by Fun. – to bring a tear to my eye. Our friends watching the game together shared the same sentiment – we loved the ads.

That’s why I was surprised to read and hear multiple reports of backlash against the campaign. Some called it tone deaf, tasteless and marketing propaganda.


By |January 14th, 2015|Blog Post|0 Comments

3 trends shaping public relations measurement standards

I recently attended the fourth Measurement Summit and Conclave, a meeting of 50 thought leaders, academics, researchers and just plain “measurati”. Organized by the Institute for Public Relations Measurement Commission, the group convenes annually to help set industry standards and discuss the future of measurement in public relations.

I’ve previously written about how the Barcelona principles guide the standards for measurement metrics, such as mentions, impressions, engagement and awareness. The purpose is to ensure all practitioners speak with one voice.


By |November 12th, 2014|Blog Post|0 Comments

McDonalds’ attempt to take the myth out of the Big Mac

It’s been a few weeks since rbb announced that we’ve formed a joint venture –  Gibbs-rbb. It’s a company that understands and speaks to the Conscious ConsumerTM, those who demand to know what’s in their food, how it’s made and are willing to spend more with those brands who have the right answers.

The timing couldn’t be better, in my opinion, as this trend has officially spilled over from the granola eating, yoga practicing, exclusively Whole Foods shopping margins to the mainstream.

Because there’s nothing more mainstream than McDonald’s, with billions of hamburgers served all over the world. And with its new integrated marketing campaign, the fast food chain is finally coming to grips with the fact that the Conscious Consumer is not only here to stay, but growing exponentially and making choices that seriously impact the bottom line for many companies.


By |October 24th, 2014|Blog Post|0 Comments

#PRSAICON 2014: Who’s Making News Now? Riding the Trend Wave

It’s that time again when PR professionals from all 50 states and beyond descend upon an unsuspecting conference center, creating Apple Store-style lines for lattes and hoarding charging outlets like they’re spitting out gold. That’s right – the PRSA International Conference in Washington D.C.!

It’s my fourth year reporting from the action, and my goal is to spot the hidden themes – the underlining messages woven between the keynote speakers and smaller panel sessions that tell us about the future of PR.

Those with big data still on the brain will say I should provide research-backed analysis of social media keywords to produce these themes. Alas, my measurement philosophy this year is a back-to-basics approach. And as Steve Turnbo, winner of this year’s Paul M. Lund Public Service Award, so elegantly reminded us today with a quote from Maya Angelou:
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
So I’m going to tell you how I feel about the underlying trend coming out of PRSA Conference: It’s the changing news cycle.


By |October 14th, 2014|Blog Post|0 Comments