How to Smoothly Transition From In-House to Agency PR

In an agency, you are empowered to carve your destiny: Many corporations struggle with agility. On the other hand, in an agency the slate is truly tabula rasa. You can carve your destiny and build the type of business you find inspiring, fun and motivational. Agencies also mandate keeping ahead of trends and understanding the bigger picture, including becoming an expert on the happenings of their clients’ competitors. As a former corporate communications executive, my niche was in healthcare. Now I have an opportunity within an agency to expand my knowledge and create something that is my own – a new practice group that can develop creative communication solutions for a variety of businesses. An agency is a fantastic platform to grow, create and innovate. That was a key driver behind my decision to make the switch.

Source: How to Smoothly Transition From In-House to Agency PR

How to Smoothly Transition From In-House to Agency PR

shutterstock_461418178After spending more than two decades at multinationals such as Merck & Co., Pfizer and Johnson & Johnson, I began to contemplate my next career move. I was conflicted on whether I wanted to stay in-house or return to a PR agency.

I turned to a close friend in the recruiting world to seek advice. My friend quipped that if I wanted frustration, I should consider staying in a corporate environment, but if I wanted anxiety, I should join a public relations firm.

Jokes aside, there are pros and cons to corporate and agency settings. It’s important to understand the differences to be successful in both.

After making the leap from the corporate world to the agency side, I have several insights to share. Any PR pro considering making a similar move should consider the following to transition seamlessly.

1. Remember that you’re not a PR expert, you are a business expert: Just as in a corporation, you must understand the barriers and drivers for your clients and know their business intimately. You should keep ahead of industry trends, analyze data from articles, speak to thought leaders and other key influencers to gain a thorough understanding of your client’s business and provide strategic counsel that truly creates value.

2. You can better help agencies understand how corporations work: Corporations can sometimes be stifled by the length of time it takes to make decisions. This is due chiefly to matrix structures that require sign-off from a variety of functions. In healthcare, medical affairs, regulatory and legal teams can take a long time to assess, agree and finalize responses to promotional materials or even scientific exchange. Being in an agency warrants patience and understanding of the complexities these group interactions entail. By knowing the processes, offering to help a client when necessary and understanding the holistic landscape for approvals, agencies can benefit from having former in-house professionals on their teams.

3. In an agency, you are empowered to carve your destiny: Many corporations struggle with agility. On the other hand, in an agency the slate is truly tabula rasa. You can carve your destiny and build the type of business you find inspiring, fun and motivational. Agencies also mandate keeping ahead of trends and understanding the bigger picture, including becoming an expert on the happenings of their clients’ competitors. As a former corporate communications executive, my niche was in healthcare. Now I have an opportunity within an agency to expand my knowledge and create something that is my own—a new practice group that can develop creative communication solutions for a variety of businesses. An agency is a fantastic platform to grow, create and innovate. That was a key driver behind my decision to make the switch.

4. For the recent graduate: As it’s the time of year when new graduates are seeking employment, I add a bit of advice for them. It’s important to consider two points as you embark on a career in communications. First, if you want to get solid, generalist experience and become knowledgeable about a variety of skills within our function, agencies are well suited for you to learn broadly and develop skills. On the other hand, if you are singularly passionate about a specific industry it makes sense to join a company within that sector and grow through the ranks. No matter which path you pursue, you must develop prolific reading and analytical skills, identify a mentor who can drive and challenge you, write with passion and precision and learn to network masterfully.

Srikant Ramaswami is EVP, global and emerging markets, healthcare, rbb communications.

Contact him at:  Srikant.Ramaswami@rbbcommunications.com

 

 

TOP PR AGENCIES IN FLORIDA – CHECK OUT “THE lIST”

Source: TOP PR AGENCIES IN FLORIDA – CHECK OUT “THE lIST”

Public Relations Agencies

Ranked by 2016 PR net fee income

Locally Researched by: Gilberto Medina, South Florida Business JournalAug 11, 2017, 6:00am EDT Revised: Aug 11, 2017, 8:25am EDT
SORT:RANK ↑
Rank ↑
Rank ↓
 (A-Z)
 (Z-A)
2016 PR net fee income 1 (A-Z)
2016 PR net fee income 1 (Z-A)
2015 PR net fee income (A-Z)
2015 PR net fee income (Z-A)
S. Fla. staff ↑
S. Fla. staff ↓
Monthly retainer fee range (A-Z)
Monthly retainer fee range (Z-A)
Rank 2016 PR Net Fee Income 1 2015 PR Net Fee Income S. Fla. Staff Monthly Retainer Fee Range
1 Newlink
1111 Brickell Ave.
Suite 1350
Miami, FL 33131
305-532-7950
newlink-group.com
$14.2 million $14.1 million 90 NA
2 RBB Communications
355 Alhambra Circle
Suite 800
Coral Gables, FL 33134
305-448-7450
rbbcommunications.com
$9.59 million $9.34 million 56 $7,500 – $50,000
3 Roar Media
55 Miracle Mile
Suite 330
Coral Gables, FL 33134
305-570-2362
roarmedia.com
$4.38 million $3.66 million 26 $5,000 – $25,000
4 Kreps DeMaria
220 Alhambra Circle
Suite 310
Coral Gables, FL 33134
305-663-3543
krepspr.com
$3.19 million $3.44 million 18 $5,000 – $20,000
4 Starmark
210 S. Andrews Ave.
Fort Lauderdale, FL 33301
954-874-9000
starmark.com
$3.08 million $2.78 million 49 $5,000 – $25,000

 

2018 Honda Odyssey Elite First Test: Good Enough to Convert Crossover Lovers?

Source: 2018 Honda Odyssey Elite First Test: Good Enough to Convert Crossover Lovers?

BUYER’S GUIDE

2018 HONDA ODYSSEY ELITE FIRST TEST: GOOD ENOUGH TO CONVERT CROSSOVER LOVERS?

Testing the most spacious car Honda offers

The growing family to convince is my sister, brother-in-law, a ridiculously cute three-year-old girl, and a baby girl who will be here before the end of the year. Their family car is a three-row crossover that fills up when you’re trying to carry mom, dad, the kid in a car seat, and two adult friends to breakfast, or those same folks plus a dog. Minivans are a better bet than similarly sized and priced crossovers for their lower floor height, additional cargo space before folding down any seats, and space for second- and third-row passengers. What stops many (including my sister) from going Odyssey and Sienna instead of Pilot or Highlander is the image associated with minivan drivers.

Improved Acceleration from an Updated Engine and New Transmissions

With the 2018 Odyssey in mind, that image certainly has nothing to do with minivans being slow. All Odysseys get a power boost for 2018—the minivan’s 3.5-liter V-6 now makes 280 hp and 262 lb-ft of torque. A nine-speed automatic is standard on the LX, EX, and EX-L trims, and a new 10-speed automatic comes on the more expensive Touring and Elite trims. We hear the 2018 Odyssey’s nine-speed has been updated and improved since Honda and Acura first started using it on other products, and we look forward to testing that for ourselves, especially after a long-term 2016 Honda Pilot Elite needed to get its nine-speed transmission replaced under warranty. The well-tuned 10-speed automatic on our loaded 2018 Odyssey Elite tester shifted smoothly, though drivers can chirp the tires with an overeager initial application of the throttle from a stop. On the track, associate road test editor Erick Ayapana said the transmission seems well matched to the engine.

With the updated engine and 10-speed automatic, the 2018 Odyssey sped from 0 to 60 mph in just 6.9 seconds. That’s a full second quicker than a 2015 Odyssey Elite we tested, and just two-tenths of a second slower than a 2017 Chrysler Pacifica Touring we’ve tested, though two higher-trim and heavier Pacifica Limiteds reached 60 mph in 7.5 and 7.7 seconds. Multiple editors noticed a strong engine note from the Odyssey’s V-6, though the engine sound is only intrusive (or sporty, depending on your perspective) at wide-open throttle; otherwise the Odyssey feels quiet but not luxury-car quiet.

The 2018 Odyssey complements improved acceleration with slightly better EPA-rated fuel economy—not a bad combination. Moving from the 2017 model’s 19/27 mpg city/highway to 19/28 mpg on the 2018 Odyssey with either transmission is an insignificant improvement, but it’s about even with the Chrysler Pacifica (18-19/28 mpg) and front-drive Toyota Sienna (19/27 mpg), and well ahead of the Kia Sedona (from 17/22 mpg to 18/25 mpg depending on trim). Fuel economy might not be at the top of your list, but a more efficient minivan such as the more expensive Chrysler Pacifica plug-in hybrid means fewer stops at the gas station.

Space and Interior Flexibility

We’d prefer the last-gen Odyssey’s HVAC knobs to the up/down toggles on the new model, but overall the new interior is a big step forward. Blue ambient lighting is included on the Elite model.

If you’re considering a minivan, interior space and ease of access are likely high on your priority list. As with every minivan, available second-row power-sliding doors are incredibly helpful, making life easier for kids and preventing big doors from slamming into the adjacent car in the mall parking lot. Where the Odyssey and other minivans destroy the other crossovers is in cargo space behind the second and third rows. The Odyssey still has a decent amount of space in a deep well at the back if all three rows are full of passengers. When they’re not, one long pull of a strap is all it takes to fold the third-row seats in that cavernous space when you need more cargo space.

Even the 2018 Odyssey’s third-row seats will seat adults of average height, thanks to third-row legroom that’s more generous than that of the Chrysler Pacifica, Toyota Sienna, or Kia Sedona. Honda also claims the third row has best-in-class visibility, plus rear side windows that reach lower (relative to the height of third-row passengers’ eyes) than other minivans. That’s a helpful advantage I experienced while I poked around the minivan, but it’s only meaningful if you plan on actually using the third row a lot. While shuttling adults and kids around town, editor-in-chief Ed Loh was impressed by the Odyssey’s space, noting that both rows offered enough room and that second-row comfort was rated very high. My sister had a similar experience recently when she rented a Chrysler Pacifica to drive around a mix of adults and kids. The Odyssey is one of the most spacious family vehicles available today, but some three-row crossover owners will be just as delighted by the spaciousness of the Chrysler Pacifica and Toyota Sienna, too.

Instead of offering second-row seats that fold into the floor like the Chrysler Pacifica (Stow ‘n Go), the 2018 Honda Odyssey includes Magic Slide second-row seats on all but the base LX trim. The Magic Slide seats move back and forth like you’d expect, but they also move from side to side. The feature is useful if you don’t mind the Odyssey becoming a seven- and not eight-passenger minivan, and you’ll need a place to store the second-row middle seat. That’s a real inconvenience, but taking out the seat is something you’ll probably only have to do once after you bring home the Odyssey from a dealership. Once that middle seat has been stuffed in a closet or a corner of the garage, you’re left with two captain’s chairs that each have armrests, and the ability to easily slide those seats from one side to the other up to 12.9 inches. This sounds like a lot of trouble just to achieve the seven-passenger layout of some other minivans, but the flexible seats can make it easier to get into the third row if one second-row seat has been moved toward the center of the car. With one second-row captain’s chair moved to the center and pushed forward, the driver can more easily reach a kid secured in a child seat. And if your situation ever changes such that you do need eight-passenger seating, the Odyssey (in EX and above) can accommodate.

Handling, Braking, and Safety

On the track, the 2018 Odyssey Elite minivan completed the figure-eight course in [irrelevant] seconds at [insignificant] g, and … OK, OK, it finished it in 29.1 seconds at 0.56 g, not a very good performance among minivans. Testing director Kim Reynolds said the Odyssey’s stability control was “very heavy handed, severely limiting power while cornering.” In the real world, that might not be a bad thing for a vehicle where safety is so important. Reynolds also noted the Odyssey was “very well behaved” and pointed out a behavior we noticed on the road, too—the car’s considerable but smooth body motions. When loaded with six people, Loh said the Odyssey felt “very stable yet surprisingly nimble.”

Our loaded 4,562-pound tester came to a stop from 60 mph in 124 feet, a respectable but not class-leading performance. We’ve tested 2017 Chrysler Pacificas coming to a stop in 122-131 feet, and our long-term 2016 Kia Sedona SX finished the test in 118 feet. The 2018 Odyssey hasn’t been safety-tested yet by the National Highway Traffic Safety Administration or Insurance Institute for Highway Safety, but Honda expects top scores from both organizations. That’s good because the Pacifica, Sedona, and Sienna all have five-star overall safety ratings from the NHTSA. As for IIHS ratings, the Pacifica is a 2017 Top Safety Pick+, and the Sedona is a 2017 Top Safety Pick. On the 2018 Odyssey EX and above, the standard Honda Sensing active safety tech includes a system that can apply the brakes if it senses a collision ahead, another feature that can keep the car in its lane, and an adaptive cruise control system we wish had stop-and-go functionality (the Odyssey’s version of the tech disengages below 22 mph).

CabinTalk and the Odyssey’s Interior

Inside, the 2018 Odyssey’s interior takes a step forward with a modern instrument cluster that features a 7.0-inch screen at its center. An 8.0-inch screen with Apple CarPlay and Android Auto functionality is standard on the 2018 Odyssey EX and above. Our Elite tester had a $47,410 as-tested price, which means it included everything Honda offers on the Odyssey. That includes heated and ventilated front seats, navigation, LED headlights, leather seats, an entertainment system with a 10.2-inch screen and a How Much Farther function, attractive 19-inch wheels, a full suite of active safety tech, front and rear parking sensors, the helpful HondaVAC vacuum (in a 2017 Odyssey, I used the feature to vacuum spilled french fries from the front seat footwell), as well as two new-to-Honda features named CabinWatch and CabinTalk.

CabinWatch (included on Touring and Elite) uses a camera placed near the entertainment system to look back to the second and third rows, and it even has night vision. CabinTalk (included on EX-L with nav and the entertainment system, Touring, and Elite) sends the driver and front passenger’s voice through the rear speakers (and entertainment-system headphones) to get everyone’s attention. Once everyone is listening, they can send destination suggestions to the driver—such as where to stop for lunch—via the CabinControl app that’s available on the EX trim and above. On the app, users can suggest navigation destinations to the driver (who can accept or reject them), control the entertainment system if your Odyssey has one, change rear climate control settings, or add songs to a social playlist. The system worked fine for us and could be cool to have on road trips, though we could see the CabinTalk feature being most useful on a regular basis.

Even with all these features, technology, and top-of-the-class interior space, the 2018 Odyssey is no luxury minivan. For that type of minivan experience, if you don’t mind low fuel economy, check out the Kia Sedona SXL. A former Big Test comparison winner, the Sedona SXL has Nappa leather seats in a couple two-tone color combinations including one with dark burgundy, second-row seats with retractable footrests, 19-inch chrome wheels, a very useful multi-camera parking aid, and a dual-panel moonroof.

Value

After checking out the 2018 Odyssey in person and learning about all the features and standard equipment, my sister was surprised that the loaded Elite model was only $47,610. There really is a lot of value in the Odyssey’s lineup, especially when compared to SUVs that won’t have the same flexible and spacious interior. If you’re looking for the sweet spot in the Odyssey’s lineup, avoid the base LX model if you can afford upgrading. The 2018 Odyssey LX is still just as spacious as the other models, but it lacks power-sliding doors (like base models of the Kia, Chrysler, and Toyota) and the Honda Sensing active safety tech. In addition to the bigger central screen on the dash you get with the EX, the EX-L adds a power liftgate, an acoustic windshield that might make the interior a tad quieter, and a few other upgrades. As we mentioned above, we hope the nine-speed automatic in every trim but the 10-speed-equipped Touring and Elite has been improved since Honda and Acura started using it in other models.

One of those other models is the Pilot, a crossover that might appeal more to my sister and brother-in-law, as well as to the increasing number of buyers eschewing cars for crossovers of all shapes and sizes. Because even after seeing all the Odyssey had to offer and experiencing the ease of access and spaciousness of a minivan, my sister—for now—is solidly in the large group of buyers avoiding minivans. For those who want or don’t mind a minivan, the Odyssey is one of the most spacious around, with a highly functional interior that shines best if you can find a place in the garage for that middle second-row seat. Once you do, you’ll be driving one of the most well-rounded players in the shrinking minivan segment.

2018 Honda Odyssey Elite
BASE PRICE $47,610
PRICE AS TESTED $47,610
VEHICLE LAYOUT Front-engine, FWD, 8-pass, 4-door van
ENGINE 3.5L/280-hp/262-lb-ft SOHC 24-valve V-6
TRANSMISSION 10-speed automatic
CURB WEIGHT (F/R DIST) 4,562 lb (55/45%)
WHEELBASE 118.1 in
LENGTH x WIDTH x HEIGHT 203.2 x 78.5 x 69.6 in
0-60 MPH 6.9 sec
QUARTER MILE 15.4 sec @ 91.8 mph
BRAKING, 60-0 MPH 124 ft
LATERAL ACCELERATION 0.74 g (avg)
MT FIGURE EIGHT 29.1 sec @ 0.56 g (avg)
EPA CITY/HWY/COMB FUEL ECON 19/28/22 mpg
ENERGY CONS, CITY/HWY 177/120 kW-hrs/100 miles
CO2 EMISSIONS, COMB 0.87 lb/mile

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