March 9, 2012
Creativity And Innovation In Public Relations
A Video Conversation with Quinn & Co. President Florence Quinn
Florence Quinn, president and founder of Quinn & Co., recently sat down with Media Training Worldwide's "Inside Communications with Mike Bako" host Mike Bako at Inside Communication's studio in Midtown Manhattan to discuss the use of social media and its importance in the future of communication. She also discusses how her agency has been able to succeed by not being afraid to think outside the box.
Tired with the stuffy, boardroom theme for the office décor, Ms. Quinn and her staff decided to buy the couch, to make the room "a little bit more homey, more relaxed." A journalist wrote an article about the couch and called the conference room, "the dream room". Many clients heard about the article and the purple couch became more than just a couch. "It became a symbol of our creative thinking and an icon for the firm." Clients have asked the firm to "...Go into the dream room, sit on your purple couch and come up with some great ideas for us."
The couch is also a metaphor as to how Quinn & Co. comes up with creative strategies to attract more consumers for their clients. She stresses the importance of thinking outside the box. "The first thing I say to people is 'Forget that you're in the industry you're in.'" The objective is to try to think contrary to the competition. Instead of being glued to the amenities involved with the product, Quinn & Co. saw new visions. With hotels, instead of just including basic Broadway tickets with a room, they added tickets to talk shows. There were also shopping catalogs added to each room so consumers could shop without leaving their bedroom, or glance at the products they would later purchase outside. Florence emphasizes the ability to use creativity instead of using big budgets or plain advertising.
Mr. Bako and Mrs. Quinn also discussed new aspects of internet media and the growth of 'branded' content. Instead of using multiple sources to book for a room as well as find and explore places to visit, new sites can create a one stop shop that reduces time and creates more efficiency for travelers. Ms. Quinn also states that many sites that having shopping available online have created resources for user reviews. Companies like Starwood and Marriott have created reviews straight to the site, or in Marriott's case, a separate site. She explains this growth has created a new medium for communication amongst consumers and companies.
The growth of the company was organic and authentic to Florence and her vision of public relations. The agency is one of the best known travel and leisure firms in New York City and deal with many clients worldwide.