Luckie in PR.

On a somewhat dreary day (outside) in PR class we were graced with Lori Merricks, the Account Director at Luckie and CO, here in Birmingham, Alabama.

Quick Facts:

Luckie was started in 1953 by Robert Luckie who passed away 4 years ago.

It houses 122 employees total.

5th Ranked AD agency in the United States; 9th ranked Home and Garden; 22nd ranked Travel; and 40th ranked Food.

Stuff Luckie does well:


Interactive/ New Media

Brand Planning

Direct Marketing


Social Media

Communications Planning

Coffee Making

Media Planning/ Buying

Public Relations

Lori was to the point and blunt about how she and Luckie go about their business. She explained that there are 3 elements in PR, which are, BRAND MARKETING, BRAND PROTECTION, and BRAND ALLIANCE.

A few things about Brand Marketing:

  • Delivers message clearly
  • Confirms your credibility
  • Motivates the buyer
  • Concretes user loyalty
  • Emotionally connected

Brand Protection

  • Crisis Management- Smoldering Crisis and Sudden Crisis
  • Internet reputation management

Brand Alliance

  • Co-Brands- Ex: Tide with Bounty
  • Brand Licenses- McDonald’s Happy Meals– Shrek
  • Cross Marketing- Bandaid and Neosporin- Two products that make sense together

The biggest PR idea that stuck with me after our session with Lori was that PR is a dialogue, not a monologue. PR has to have abundant interaction to always give the consumer what it desires.


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