A results-driven salesperson, Kristi thrives in fast-paced environments and consistently exceeds goals and customer expectations. She possesses an infectious enthusiasm for building strong relationships and uncovering unique customer needs.
Leveraging a proven track record of success in B2B, CPG, travel and healthcare, Kristi is adept at identifying growth opportunities and turning them into tangible results. She is a master communicator, fostering a clear and collaborative dialogue that drives strategic partnerships and moves businesses forward.
LBB> Tell us about your current role and what you do?
Kristi> I am currently the Director of Marketing and PR supporting all TBA Worldwide agencies.
In my role, I am responsible for developing and executing comprehensive marketing strategies to improve our agencies’ brand visibility, attract new clients and foster strong relationships with existing clients. I ensure collaboration between departments to successfully execute campaigns that align with each agency’s goals and elevate our standing in the industry.
Additionally, I lead the PR team for Brandon and oversee a team of exceptionally talented PR practitioners.
LBB> And how did you get to where you are today?
Kristi> My career path has been unconventional, but it’s about saying yes to unconventional opportunities and not letting undefined roles deter me. After graduation, I took various jobs while figuring out what I wanted to do with my life, including nannying, teaching swimming lessons, and working in sports marketing. My husband and I moved to Los Angeles in 2010, where I eventually landed at a large, well-known agency, where I started in client service and recruiting.
After a few years, I moved back east and joined a global manufacturing company, moving from recruiting to leading university relations, employer branding and HR experience and communications. There I developed a passion for marketing and, with the mentorship of Tyler Easterling, transitioned to TBAWW as Chief Content Officer in 2022. In that role, I oversaw organic social media and PR for Brandon.
Now I am proud to be Marketing and PR Director.
LBB> What does your average day look like?
Kristi> Agency life is anything but routine. For a moment, I’m brainstorming with the team to secure an outdoor apparel exclusive spot with TV and film stylists. Next, I’m making a call about a crisis communications plan for a large telecommunications company. And before I know it, I’m prepping one of our agency leaders for a podcast appearance, making sure they’re well versed in how our TBAWW collective works with each other and what each is best known for and their positioning in the marketplace.
LBB> What is PR and communication key function for your organization? Is it about corporate culture? Attract customers? Empowering talent? Anything else?
Kristi> This year we made a significant investment in PR and prioritized brand growth and awareness. Although we are not naturally inclined to brag about our accomplishments, we become more comfortable sharing our successes.
We are fortunate to have talented and experienced leaders at each of our six TBAWW agencies. One of our main goals is to give them opportunities to share their insights and stories. By doing so, we hope to raise awareness of our agencies and demonstrate the value of working with us: access to real expertise and dedicated service.
LBB> PR has always been about finding the story / finding the angle. What is your process for staying ahead of the content curve and serving something fresh and engaging?
Kristi> It is important to stay up to date on industry trends, not just in PR. Understanding the broader marketing landscape, such as Google’s updates and their impact on paid search, SEO, web analytics and social media algorithms, offers opportunities to position ourselves as a thought leader and provide valuable insights to clients and prospects.
And let’s not forget a good brainstorming session. The best ideas can come from the most unusual places. Scheduling time for interdisciplinary brainstorming sessions can foster innovative thinking and unique perspectives on the latest news.
LBB> To what extent do you feel that “the work speaks for itself”? To what stage of growth can a company rely on this mantra to get more customers?
Kristi> The idea that the quality of a product or service is enough to attract customers is both positive and negative. While exceptional work is important, it must also be promoted effectively. Without a good marketing plan, even the best products or services may not be noticed or appreciated.
LBB> When it comes to getting coverage/PR for a creative campaign in the consumer press, how should creative teams go about working with their agency’s communications and PR experts?
Kristi> Keep in mind that the process of getting PR coverage is as much of a collaboration as it was to create the campaign. Understand that the media world is our creative space, and lean on us as experts to enhance the work with our strategic insights, relationships and expertise.
LBB> When a company is faced with very bad news, what is the key to getting through it?
Kristi> Having a comprehensive crisis management plan is key. Don’t wait for the bad news to arrive; be prepared now. I can’t tell you how many times I’ve made this recommendation to a client during the planning process, only to have them say “maybe next year we can budget for that.” Cut to a case just months later where it would have been helpful to have this in place to respond quickly and with a clear plan of action.
LBB> What are the most useful tools in the arsenal of a PR/communicator working in the advertising/creative industries right now?
Kristi> There are a number of tools that I think are important right now; they mostly include social listening and AI. AI can be a scary thing, but I recommend that you think about leveraging AI not only as a writing tool, which can get you into trouble if not used correctly, but also as a tool to keep you on track track, streamline your processes and help make you more efficient. Note takers, scheduling platforms, and data visualization tools are what I have in my toolbox.
LBB> What frustrates you about the way media and PR has changed over the years?
Kristi> The need to “pay to play” is frustrating. While it is understandable that media must generate revenue, it raises concerns about content transparency. Consumers may unknowingly engage in paid placements, believing them to be organic content from trusted news sources.
LBB> And what gets you excited?
Kristi> I am excited about the amount of work I get to interact and engage with every day.
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