"RBI's 'new direction' is a unique approach to communications, whereby Public Relations serves as the springboard for all other marketing strategies, working not only to communicate, but also to define and integrate client messaging."
Betsy Smith Isroelit, Partner-Public Relations

PR is a dialogue between a business and the media that can help shape more costly communications initiatives. At RBI, PR leads advertising, based on our experience that if a message resonates with the media, it will impact the advertising audience.

With RBI's approach, PR is a primary marketing strategy, not an afterthought, serving to amplify and extend advertising messages, while driving high level marketing objectives, such as branding and sales.

Advertising communicates one or two key messages, while PR supports in-depth communication. RBI integrates both disciplines to intrigue—then inform—targeted audiences.

The bottom line: RBI's 'new direction' represents a cost-effective use of marketing dollars, by extending the depth and reach of marketing communications with PR.