Reunion.com selects Bender/Helper

LOS ANGELES: Reunion.com has hired Bender/Helper Impact to handle consumer PR and brand-building efforts on behalf of its online people-connection network.

LOS ANGELES: Reunion.com has hired Bender/Helper Impact to handle consumer PR and brand-building efforts on behalf of its online people-connection network.

Reunion "met with about a dozen firms" before partnering with B/H Impact, said Teena Touch, director of PR for Los Angeles-based Reunion.com. It selected the agency, also based in LA, "as they understand the space and can bring results to the table."

The focus of B/H Impact's efforts, Touch said, would be to position the site as a leader in people search and reuniting, in reconnecting family and friends, and "finding people you've lost along the way in a way that other sites can't do for you."

The firm's emphasis is expected to be on consumer outreach via heavy print and broadcast media relations, as well as some "cross-country PR stunts," Touch said. Business, financial, and online media-outreach will be handled internally.

B/H Impact has also been tasked to expand Reunion.com's 28 million-member network by targeting "parts of country that don't use the service, [in] places they don't know what Reunion.com is," Touch noted. To achieve that, a key messaging component will involve differentiating the site from other online social networks, such as LinkedIn, MySpace, and Classmates.com.

"You go to Reunion.com because you can't find your parents, friends, former co-workers, or ex-boyfriend or girlfriend," Touch said. "If you're looking for someone, [this is] the place to go."

"Honestly, it's stalking made easy," Touch joked.

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