Top Women in PR: Rebecca McCuiston

Rebecca McCuiston, Senior Vice President of Influencer Marketing, 360i

This year, Rebecca reinvented the practice of brand reputation management with the launch of 360i’s Crisis Management practice, an advanced offering that combines social marketing best practices with crisis preparation planning, strategy and social listening. This includes spearheading the invention of new proprietary technology to automatically monitor online brand buzz and turn media buying and search terms on and off when crises arise.

HBO needed to attract and develop a completely new fan base for its new drama series The Leftovers and give viewers a reason to tune in week after week. Rebecca led the team to develop a strategy that blended an influencer kit mailing program with weekly cultural and show updates to immerse influential fans in the mysterious and unconventional world of the show. Monitoring social conversations week-to-week manually and with social listening tools (of which Rebecca oversaw the development), her team determined the most influential and socially engaged targets. The team engaged these influencers online with custom, personalized dossiers filled with information and photos of them gathered from social, including tweets, recent sightings (pulled from location tags), and more. They also received kits, which tied to core elements of the show and included compelling contents, like a burner phone through which the team sent clues and messages.