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Resilient Thinking
Resilient Thinking

It’s Not The Secret Sauce, It’s Just Smart Work.

For decades, as PR professionals, we have been known for developing sophisticated models and proprietary tools that help us arrive at “big ideas.” The secret in this “sausage making” differed agency to agency. But, this one-size-fits-all approach doesn’t garner the same results anymore. Why? Because today we are communicating as much to millennials as we are to members of the greatest generation. So being beholden to a “model” isn’t the best thing. To be successful, we need to do some very “un-agency” things. No, we aren’t talking about the wild, wild west. Clearly strategic approaches still stand, but the tenets of a successful campaign are constantly changing. Take for example the memorable and highly viral ice bucket challenge…yes, people are still talking about it and want to replicated it. The campaign went against many of the principles of a solid communications initiative, but it worked brilliantly because it was authentic to the audience it wanted to attract.


In this influx environment, Y&R PR strives to be our clients’ natural explorers, willing to go down less traveled paths to arrive at programming that increases awareness; but most importantly, makes a difference. To do so we adhere to the following principles:

  • Go off the beaten path, but always with a GPS
  • Don’t just create unique ideas, create unique ways to deliver them
  • Never settle for good enough
  • Stay focused on making every client dollar count
  • And… always bring it!

We believe these principles make us stand out in the sea of sameness. So prepare to be refreshed!

Olga Fleming / CEO
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