All posts by rockorange

09 Dec 2015
Sticky Post By Posted in Blog, Featured Permalink

10 Ways to Rock It in PR, by a Pro in the Know

Sticky Post By On December 9, 2015

By JEANETTE NARANJO

I’m writing this on a plane bound for Washington, DC as I prepare to accept the Rising PR Stars 30 & Under Award from PR NEWS. I’m incredibly excited and humbled (thank you again, PR NEWS!) The team at my agency RockOrange, thought it would be a good idea for me to share a positive top 10 list of advice for millennials and other aspiring PR pros.

I don’t have every answer, but I know what’s worked for me, and maybe it’ll work for you!

1.  Always answer the phone… on the first ring!

There’s no better way to learn the job than being on the front lines. And in our business, the front lines are the phone lines. Be eager to grab incoming calls, and take the time to really listen. Lessons can be learned from the most surprising people.

2.  Show up early, stay late. First in, last out.

Whether it is with your time, or in the way you dress or speak, show your dedication to your teammates and your boss that you are aspiring for the job you want, not the job you have.

3.  Always ask questions.

Something can be learned from everyone you meet. You should think before you speak, but never be afraid to ask when you do not know—the risk will outweigh a mistake down the road. People that sit quietly on the sidelines and never ask questions don’t have the answers. They’re just scared to speak up.

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4.  You’re only as good as your team.

Trust in them, and let them trust in you. Help elevate them, put them in a position to succeed. It’s good practice for being a leader one day.

5.  Always be a team player

This sometimes may mean doing things you don’t want to do (including riding in the trunk, if you are the smallest member on the team!) Collaboration is key to taking ideas and building them into something even bigger and better!

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6.  Learn everyone’s name.

At RockOrange we share a building with our largest client. During my first few months with the agency, I made it a point to have a personal conversation with everyone I could—not just the executives and decision-makers, but cleaning crews, custodians, security, lunch crew, interns and everyone else. Along with just being a nice thing to do, it’s also a strategic advantage that cannot be quantified.

7.  Do the stuff no one else wants to do.

If you do it now and don’t complain, you won’t have to do it for long. It’s the nature of agency life.

8.  Embrace new challenges.

Not in a fortune cookie kind of way, but in a real, I’m-too-petrified-to-even-think-about-doing-this kind of way. Take challenges and learn from them to grow.

9.  Don’t let yourself be pigeonholed.

Be open to diversifying your skills. It will open more doors for you in future career opportunities.

10.  Most importantly, have fun!

We could have chosen to do a lot of things with our professional lives, but we picked this field. There’s a reason. At the end of the day, we’re passionate about this work and we enjoy doing it!

jeanette4

 

 

 

30 Oct 2015
Sticky Post By Posted in Press Release Permalink

RockOrange and Our Partners at Cotton, Inc. Win PR News’ Agency Elite Award

Sticky Post By On October 30, 2015

We are excited to announce that RockOrange and our partners at Cotton Inc. have won PR News’ Agency Elite Awards for our SOLID and FRESH work for Cotton’s 24-Hour Runway Show, where we set a Guinness World Record for the World’s Longest Fashion Show.

From the pitch to the runway, we worked with Cotton Inc. to elevate their signature program, Cotton’s 24-Hour Runway Show on Miami Beach’s Ocean Drive. We created a multi-pronged strategy for the fashion show that increased live-stream viewership and generated 636 media hits, representing a 479% increase in coverage from the previous year and reaching an audience of 579 million viewers. Cotton’s 24-Hour Runway Show was featured on national outlets including Good Morning America, E! News, Extra, and many more.

The PR News’ Agency Elite Awards salute the year’s most outstanding communicators, initiatives and organizations that set benchmarks of excellence in client PR efforts. We are honored to be among the list of recipients that were recognized at the Platinum PR Awards & Agency Elite Awards luncheon on October 26 at the Marriott Marquis in New York City. Please see the complete list of this year’s winners here.

20 Aug 2015
Sticky Post By Posted in Blog, Featured Permalink

Back to Basics: Helping Supply Chain Services Tell Its Powerful Brand Story

Sticky Post By On August 20, 2015

Supply Chain Services (SCS), a company that provides customized purchasing and supply chain solutions to companies in the hospitality, food, retail and service industries, approached RockOrange with a challenge many companies face: does your brand tell a powerful story?

The best brand stories are those that are compelling, emotional, and proactive. Often, they just need to be simple so that the target audience can connect with it. SCS wasn’t telling its brand story in a way that helped them differentiate themselves from competitors or communicate the achievements of their seasoned team. As a result, they weren’t generating the buzz and awareness they wanted among their target market.

RockOrange worked closely with SCS to craft a more inspiring story that will humanize their brand and make it more consumer-friendly by simplifying their message. Their initial messaging utilized a lot of industry jargon that was confusing for the general audience.

We knew that their content had to change drastically so anyone could understand the work they do. But content was just the beginning. We needed to take an integrated approach to completely rebrand them in order to accomplish their goal.

First, we created a tagline for SCS that summarized the message they wanted their audience to walk away with: “Leave it to Us.” SCS’ main message to their clients is that they don’t have to worry about anything, because the company will work as an extension of their team through collaborative efforts. With a relationship with more than 300 suppliers, SCS helps companies develop the supply chain strategy that best fits their unique business goals, including purchasing, contract negotiation, distribution and logistics, and global sourcing and fulfillment solutions.

Second, we revamped the look and feel of their website and worked with our digital and creative team to make some magic. The website is the most important tool any brand can have. If it seems difficult to understand or navigate, then you’ve lost your audience, and you are most definitely losing out on business. Along with the website makeover, we also created a manual to help them manage it long-term.

As we gave the site a new look, we worked closely with SCS to schedule a photo shoot that would allow us to convey a more collaborative and consumer-friendly attitude through imagery. A picture really does say a thousand words, and we needed to make sure those words were fresh and aligned with the new messaging.

And finally, the hardest step: simplifying ALL of their content to make it rock solid. Let us tell you, that was one heck of a challenge but we LOVED it! We made it easy for anyone to understand their services: what they do and how they can help businesses. The best part? They now get to leverage the new foundation we have laid out for other projects, including digital and social media efforts.

We leave it up to you to judge our work. Check out SCS’ new website and let us know what you think!

12 Aug 2015
Sticky Post By Posted in Blog, Featured Permalink

Working with Inaugural Poet Richard Blanco Ahead of a Historic Moment

Sticky Post By On August 12, 2015

Richard Blanco, who became the first Latino to be chosen as presidential inaugural poet, is becoming a part of history once more. The poet has been selected to participate in the ceremony to formally re-designate the U.S. Interests Section in Havana as a U.S. Embassy, and RockOrange is working with him as he gets ready to head back to the country of his roots.

The historic ceremony, where Secretary of State John Kerry will raise the American flag over the embassy, will take place on August 14. It marks the first time an American secretary of state visits Cuba since 1945. Blanco will read a poem he has written especially for the occasion, evoking the stories of the people on both sides of the Florida Straits, separated by 90 miles of sea, yet connected by complex emotional ties.

“As a poet, and as a Cuban-American, I am proud and grateful for the opportunity to be part of this historic moment,” Blanco said. “It is a true honor to return to the country of my roots in this capacity, and commemorate this step in improving relations between the United States and Cuba.”

This poem is sure to be as emotive and poignant as “One Today,” the poem he recited at the second swearing-in ceremony for President Barack Obama in 2013. Blanco wrote “One Today” taking inspiration from his own life story, which now comes full circle. A Cuban-American raised in Miami, he has become a public voice since the presidential inauguration, and is now called upon once again to take the emotional pulse of the nation at this historic moment.

Blanco was born in Madrid to Cuban exiles, and shortly after his birth, his parents settled in New York. A few years later, their journey took them further south, and they finally settled in Miami, where Blanco grew up surrounded by Cuban culture, but not visiting the country of his parents until 1994.

Today, he has become an example of Hispanics reaching the American Dream, and taking it further than others have before.

07 Aug 2015
Sticky Post By Posted in Blog Permalink

#JonVoyage: A Farewell To Stewart and His Best ‘Daily Show’ Moments

Sticky Post By On August 7, 2015

Many folks around the Internets today are writing elegies for Jon Stewart’s 16-year run as host of “The Daily Show,” so if that’s what you’re looking for, you can go here, or here, or here. Even here, if you really want to.

But at RockOrange, we wanted to share something a bit different. We surveyed our #RockStars, asking them to share their favorite moments from the comic-turned-fake newsman’s run from late night afterthought to influential world-changer.

David Quiñones, VP of Content

After the financial collapse of 2008, a lot of people let the journalists who covered finance and banking off the hook. Stewart didn’t. In March 2009, he hosted Jim Cramer — the most visible financial reporter in the country, thanks to his popular “Mad Money” platform — and proceeded to eviscerate Cramer for his lack of foresight and integrity in covering the industry that had brought Wall St. and Main St. to their knees. Charging Cramer and his CNBC cohorts with shirking their journalistic responsibilities by parroting what their corporate sources told them, he showed how the “buy-sell” crowd Cramer represents often winds up as no more than shills.

It was brutal. It was honest. In that moment, it was very important for our larger understanding of how the financial crisis came to be. And watching Cramer squirm was hilarious.

 

Stefanie Arufe, Social Media Manager

My favorite J-Stewart moment on “The Daily Show” has to be, without a doubt. the Bush v. Bush debate. Seriously, perfection. What better way is there to clearly, hilariously, and simply make a point about flip-flopping? Cutting through politically vague jargon by pinning a politician against his worst enemy — himself! GENIUS.

 

Rosanna Castro, Account Supervisor

Jon Stewart’s appearance on CNN’s “Crossfire” is part of the reason that show is no longer on the air. After making that show a frequent target on “The Daily Show,” Stewart took his critique to the next level when he appeared on the show to tell them to stop hurting America.


Also, I’ll always remember his first post-9/11 show. Stewart and his staff returned to work with a somber opening reflecting on the tragedy that had unfolded just over a week before. His honest monologue at the start of this episode was a hallmark of his career.

 

Rocio Gonzalez, Editorial Manager

The Rally to Restore Sanity and/or Fear in Washington, D.C., because I was there! This was one of the best things that came out of the Stewart/Stephen Colbert partnership. Fans of their shows (and civil discourse as a concept) came together (with some awesome signs) in a call for… well, sanity in politics and the media.

 

Sergio Claudio, VP of Digital Innovation & Strategy

For me, it has to be Indecision 2008. Seeing “The Daily Show’s” live coverage of the historic moment when Jon Stewart announces Obama as the next president of the U.S. and watching Colbert shed a tear.

 

Monique Gonzalez, Senior Account Director

Jon Stewart’s monologue after the Charleston mass shooting was an example of Stewart dealing with the more “serious” side of the news. Unlike his usual stuff, this included no jokes, no fun remarks. He went straight into the issue of gun violence and why he believes these incidents will continue to take place.

08 Jul 2015
Sticky Post By Posted in Blog, Featured Permalink

Bringing Crisis Communication Expertise to PR News’ Digital PR Conference

Sticky Post By On July 8, 2015

RockOrange Managing Partner and Principal, Miguel Piedra, co-hosted an interactive clinic titled ‘How to Manage an Escalating Crisis in Real Time’ at the PR News’ Digital PR Conference. The conference brought more than 700 public relations professionals from across the country and different industries to South Beach, Miami in early June.

Miguel along with Cynthia Martinez, director of global corporate communications for Royal Caribbean Cruises provided an overview of crisis situations they managed. News goes viral in a matter of minutes, and how a company handles a crisis may determine their long-term business survival.

Miguel has been handling crises for a variety of clients throughout his career, but even though these clients have differed in their fields, the same key ingredients have been at the core of managing each occurrence.

Crisis management goes beyond issuing a statement and going on a major broadcast network. Miguel provided five key takeaways that are essential in a crisis management plan.

1.  Have the Right People, Right Setup

At the start of a crisis, the organization needs to create a dedicated crisis team comprised of a multi-disciplined taskforce — from operations, to social media, to communications — to address the problem from every angle. In this taskforce, you establish who the leader is and create separate workstreams.

2.  Be Transparent

When managing a crisis, it is important to give the company a face — for example, have the CEO take responsibility publicly. What stakeholders want at this time is accountability from the person who will solve it. Don’t blame others. You will also need to apologize — sometimes even more than you think you need to. And more importantly, you need to provide tangible actions and solutions.

3.  Be Authentic

It’s important to tell the brand story and provide experience to emphasize the brand messages. This builds equity and insulates you when crisis occurs.

In addition, you must provide faces and stories. Deal with the issue head-on. You need to be real and honest — no phrases, no bare figures.

4.  Be Fast

In crisis communications, it’s critical to decide on activities fast. You have to decide on activities quickly and put out statements within hours, not days. However, you can issue a holding statement until you know all the details and facts. Don’t hurry to issue a statement without all the information. The long-term success of your brand will be determined how well you fulfill promises you make.

5.  Address the Real Issue

You need to be brutally honest with yourself and define exactly what is the root of the problem and address it. It’s simple: don’t focus on who is to blame, focus on the solution. Acknowledging and proactively owning up to it is a step in the right direction.

Iconic brands have survived corporate crises and lived to tell the tale, but there are far too many brands that have failed to recover from these types of crises due to failures of leadership, communication, awareness, or all of the above. You have the right ingredients to handle the unthinkable — now it’s up to you to use them well and get your client to fight another day.

20 Jun 2015
Sticky Post By Posted in Blog Permalink

SOME (RANDOM) ADVICE FROM OUR FAVORITE TV DADS

Sticky Post By On June 20, 2015

BY STEFANIE ARUFE

With Father’s Day just around the corner, we took a look at some of our favorite TV dads for a little bit of guidance on the journey ahead.

1. Go to college. Even though student loan debt is at an all-time high, you should still consider a continued education. Graduates still out-earn people without degrees, which is great, since someone needs to pay for those loans when Sallie Mae starts blowing up your phone. Or, you can work at a shoe store like Al Bundy. No judgment.

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2. Take chances. The older we get, the more we tend to overthink things. Peter Griffin reminds us to stop second-guessing ourselves and just go for it. Mom can bail you out of jail later.

 

3. Keep an open mind about what you’re doing. Danny Tanner reminds us that we can pull a Miley Cyrus whenever we want and reinvent ourselves, our careers, and our idea of what constitutes appropriate dress in public.

Miley

 

4. Be weird. It’s 2015. If anyone tells you to “blend in” they must have been cryogenically frozen in the 50s and woken up yesterday, not realizing Hipsters are a “thing” now. Carl Winslow shows us how it’s done.

 

5. You’re not going to win ‘em all. The important thing is that you walk away learning something new and becoming a stronger person. Until Deebo finds you, anyway.

 

6. Take control of your life. Unless you’re the president or Kim K., you really shouldn’t care what people think. Follow Walter White’s advice here and just do what you want (well, maybe as long as it’s not illegal).

 

7. Enjoy the little things. Stupid people and frustrating D’Oh! moments will always be there. Find time to enjoy the small stuff and you won’t sweat the big stuff as much.

Happy Father’s Day!

 

16 Jun 2015
Sticky Post By Posted in Blog, Featured Permalink

Shaping an Unprecedented Announcement for the Miami Children’s Health Foundation

Sticky Post By On June 16, 2015

What happens when a golf legend decides to pledge $60 million to South Florida’s leading children’s hospital? An unprecedented partnership.

In March, golfing legend Jack Nicklaus — the “Golden Bear” — and his wife Barbara made a $60 million pledge through their Nicklaus Children’s Health Care Foundation to the Miami Children’s Health System. In recognition, the system’s flagship hospital changed its name to Nicklaus Children’s Hospital, and its eight outpatient centers in South Florida took the Nicklaus name as well.

The move presented a few challenges for the Miami Children’s Health System, and the RockOrange team worked closely with our client, Miami Children’s Health Foundation, the system, and the Nicklaus Children’s Health Care Foundation to create an integrated communications plan. The plan included the announcement of the amazing pledge and the new hospital name, in addition to the unveiling of the new logo. As if this wasn’t enough, we also planned the official kick-off event for the Together for the Children Campaign, the fundraising campaign for Nicklaus Children’s Hospital.

As we tackled the various communications challenges at hand, we had to stay focused on our ultimate goal: to position the hospital and the Miami Children’s Health System as the ultimate global destination for pediatric care. Part of the challenge was to educate consumers and internal audiences, letting them know that the Nicklaus family wasn’t just pledging funds to the system. The “first family of golf” has been an integral part of the Miami Children’s family since 2010, when they joined the hospital for the creation of the Miami Children’s Hospital Nicklaus Care Center in western Palm Beach County.

It was also key to communicate that only the hospital and its outpatient centers would take the new name. Both the Miami Children’s Health System — as well as its fundraising arm, the Miami Children’s Health Foundation — would keep their name.

Once the new name was announced, we worked with the foundation to reveal that Jack and Barbara Nicklaus had become the chairs of Together For the Children Campaign, and would lead fundraising efforts with a goal to fundraise $150 million dollars through 2017. This announcement was crucial, as it proved that they were committed to the partnership for the long run.

The next move on the game plan included the unveiling of the Nicklaus Children’s Hospital logo in a press conference, just in time for the hospital’s 65th anniversary. It was followed by a VIP donor luncheon to officially kickoff the Together for the Children campaign.

At the same time, the campaign’s celebrity ambassadors were activated through social media. This included pop artist Romero Britto, “El Gordo y la Flaca’s” Raul de Molina and supermodel Nina Agdal. Social media activation of these high-profile individuals, coupled with traditional long- and short-lead media outreach, allowed us to generate media buzz and each served as a catalyst in informing our global community about the positive impacts of the new name and logo.

RockOrange, along with the Miami Children’s Health System team, secured coverage on top-tier media like CBS Miami, NBC 6, WPLG 10, El Nuevo Herald, South Florida Business Journal, CNN, Palm Beach Post, Univision, Telemundo, ESPN and many more.

With exposure in over 130 media outlets, we created over 150 million media impressions, delivering solid results for our client!

09 Jun 2015
Sticky Post By Posted in Blog Permalink

Meeting With A Design Legend

Sticky Post By On June 9, 2015

By Johanne Pradel Wilson

I’ve had the chance to do some pretty great things during my time with RockOrange. But my recent opportunity to work alongside noted design legend Paula Scher, who has been an inspiration over the course of my career, takes the cake.

First, some background: RockOrange has been working with Frost Science to strategically develop their brand voice. The museum is preparing to move to a stunning new structure in the heart of Downtown Miami at Museum Park that promises to bring a whole new — and needed — experience to the community.

As their summer 2016 ribbon-cutting draws closer, Frost Science is fine-tuning every detail to take full advantage of this singular moment. Across the aisle from us in the brand development wings is New York-based Pentagram — the renowned design firm — whose team has worked on developing Frost Science’s visual identity.

Scher, one of Pentagram’s partners, is the woman behind Frost Science’s new logo and brand mark, as well as countless other powerful brands. During a late-May brand meeting, the RockStars had the chance to meet with her and the Frost team to review the new materials.

Now, this is a woman who, over the course of her career, helped create iconic identity and branding systems, promotional materials, environmental graphics, packaging and publication designs for some major players, including Citibank, Tiffany & Co., Microsoft and Coca-Cola. Scher is among my favorite designers and art directors that have influenced my work, and her books sit on my go-to shelf with my other favorites by Paul Rand, Herb Lubalin and Stefan Sagmeister.

My love affair with her work began when I studied her iconic work for New York’s Public Theater, featuring legendary tap dancer Savion Glover. The combination of dynamic dance photography and kinetic typography clearly communicated a sense of what the experience at the theater would be. The work was — and still is — so New York.

Through Scher’s work, I learned the importance of creating work that makes people “feel.” Hearing her describe the principles behind her work for Frost Science reminded me of why I got into the creative business in the first place. She has been a constant guiding light in my career, and I was thrilled to meet her and personally share with her what her work has meant to me.

I even scored a picture!

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