Public Relations Pro Says Job 1 Is Building Bridges of Communication

ATLANTA – Don Rountree, president of the Alpharetta- based Rountree Group Integrated Communications, doesn’t like the term public relations so much, although he has won dozens of awards in the field.

What he does is build bridges of communication using the myriad of ways open to get a message to the 21st century public.

“We do that using multiple communications platforms to send messages across borders and cultures with pinpoint accuracy,” Rountree said. “We’re a communications architect. We have a story to tell, but today you do it from an integrated platform.”

The company his mother Neva Rountree founded 26 years ago is a far cry from just another public relations firm. But the goal is unchanged. Rountree brings clients to the audience so they can receive a message.

Today, that means using Twitter, QR boxes, (Quick Response – those squiggly lines in a box your smartphone camera can read), Facebook, the Web and other media.

What separates Rountree Group is making sure the communications effort takes the view from 10,000 feet, making sure all of the efforts are coordinated.

Strategic communication is not a single pane view, Rountree said. It’s taking a long-term vision of how a company/brand/organization integrates messages to reach its audiences. Whether you are crossing borders or cultures, strategic communication conveys messages that connect and are delivered with pinpoint accuracy to specific audiences, at the right time.

“Strategic communications has often lacked one key element – strategy, which can result in a series of confusing or even conflicting messages to your targeted audiences. A cart-before-the-horse mentality in any business is a sure path to failure,” he said.

“That’s why our communication bridge begins with a focused strategic plan of action designed to accomplish and maintain your communication goals.”

The 2011 Luminary Star Award from the Public Relation Society of America (PRSA) Georgia chapter is the latest honor from his peers. The Luminary Star Award is given to a PRSA Georgia member who has demonstrated tremendous leadership and contributed greatly to the public relations profession for more than 13 years.

Among numerous awards, Rountree is probably most proud of his two Anvil Awards, the highest award given to those of his profession, akin to the Oscar.

Rountree says what separates Rountree Group from other agencies is ability to successfully tailor campaigns in budget-attentive ways.

“Every client has a different audience. We develop the right platform to send to the right audience,” Rountree said.

“Every company will have a branding issue,” he said. Rountree says it is also important that any company blessed with success should use its time and its talents to give back to the community. Two groups he helps are Single Mothers Ministry and Bread of Hope which serves people in Venezuela.

Rountree also gives back to his industry, serving on the Georgia Southern University Public Relations Advisory Board.

Don Rountree holds the latest award his company has accrued, the 2011 Luminary Star Award, given by the public relations industry.