Reba Auslander
Reba Auslander

RAliance Communications healthcare communications outfit in Maplewood, NJ, is forming a transatlantic partnership with Weybridge, Sussex-based The Difference Collective. The agencies, which both operate virtually through a network of freelancers, will continue to function as separate entities. RAliance founder Reba Auslander and The Difference Collective founder Angie Wiles will remain at the helm of their respective firms. Auslander, who founded RAliance in 2013, was formerly an executive vice president at Chamberlain Health and a director at Burson-Marsteller. Wiles was previously a managing director in Golin’s global healthcare practice. The two shops have already partnered on several projects, including work for PlaqueTec, a medical devices company. Auslander says that the collaboration is intended to strengthen the offerings the firms can offer to clients on both sides of the Atlantic.


Worldwide Communications founder Gail Thornton is one of the editors of a new book aimed at bringing public relations theories from non-English-speaking countries into the mainstream of PR study. Strategic Employee Communication: Building a Culture of Engagement presents what its editors say are “fresh insights about opportunities to improve the quality of employee communications based on employees’ needs.” Thornton, who is also a former vice president at Merck and Schering-Plough, collaborated with three PR pros from Brazil to put the book together: Viviane Mansi, regional head of Latin America communications at Toyota of Brazil; and Bruno Carramenha and Thatiana Cappellano, who are both with São Paulo-based strategic public relations consultancy 4CO. The book, parts of which were originally published in Portuguese, includes points of view from 27 international authors. A major focus of the book is the importance of simple, jargon-free communication between management and employees. “Effective communications requires planning, and this book, with its focus on the United States, Latin America, and emerging markets, will guide readers in using communication in the alignment of corporate and employee needs,” said Thornton.

Law Firm PR

B-to-B marketing and PR agency Reputation Ink has released Law Firm PR: The Definitive Guide to Getting Your Firm Noticed, an e-book that outlines strategies for law firms looking to leverage media opportunities—from news coverage and bylined articles to blogging and social media. The free guide explores topics such as press releases, media lists, how to effectively promote litigation wins, reasons journalists may not be covering your news and more. Reputation Ink’s clients have been featured in such media outlets as the New York Times, Washington Post, Wall Street Journal, Bloomberg, Law360, The American Lawyer, The National Law Journal, MSNBC and SiriusXM.