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Stop Thinking Outside The Box...Rethink The Box®



“Knowing How To Capitalize On The Strengths Within Your Company Is Far More Important Than Recognizing The Box That Defines Its Boundaries”
...Karen Barnett, 2002

White Plains, NY – April 25, 2005 – Steele Rose Communications, the award-winning public relations and strategic marketing communications agency, industry renowned for innovative business and PR solutions such as the New PR Pricing Paradigm and Marketing is Mental. Think About It®, has announced yet another ground breaking industry first, Rethink the Box®, a proprietary branding methodology able to assess the marketing and PR needs of your business to enhance your brands marketplace performance.

According to Karen Barnett, President of Steele Rose Communications, who has been in the PR industry for upward of 27 years, “I saw the concept of thinking outside the box as an exhausted cliché that, for all practical purposes, failed to deliver innovation for the vast majority of companies. Studying this allowed me to formulate an exclusive strategic PR and business innovation tool which I termed Rethink the Box.”

Rethink the Box is based on the principle that to succeed in today’s competitive marketplace a business has to utilize its best resources; its own talent within the company, who know and understand their brand’s perceptions at a glance. Those brand perceptions that resonate, that differentiate and that connect with their consumer. Working with Steele Rose Communications and applying Rethink the Box techniques enables companies to determine how to shape perceptions that drive consumer behavior that build sales!

Ms. Barnett continued, “It is no longer necessary for companies to waste precious resources trying to move outside themselves for innovation when the solution lies within its own walls. We realize that new techniques need to be proven so we have conducted several Rethink the Box programs and now have many successfully completed case studies within our existing client base. The results can be seen on our website (”.

What difference can this make for your business? Ms. Barnett concluded with an example “One of our clients in the women’s beauty industry sales 10-fold for one SKU in the product line and another in the food and beverage industry increased their sales by more than 300% through utilizing strategy developed with Rethink the Box . These are by no means the only examples and we are always delighted to see our clients reap the benefits implementing innovative strategies which we have helped develop”.

Steele Rose Communications has registered the phrase as a trademark since it embodies the very essence of the techniques used for and programs developed from Rethink the Box. Indeed, Karen is currently working on capturing the whole process in a book which will undoubtedly become a best seller.

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Note to Editors and Producers:

Karen Barnett, President, Steele Rose Communications, is available upon request for interviews on the Rethink the Box strategy, strategic marketing communications, branding and crisis communications, e.g. topics:

*The Top Three Reasons Leading Marketers Use PR are to Raise Awareness (83%), Provide Credibility (67%) and Reach Key Influencers (63%) -- If Your Company Just Advertises, It Can’t Be Building Its Brand!
*Stop Thinking Outside the Box…Rethink the Box
*Effective Public Relations; Is Your Company getting the most out of it?
*Savvy CEO’s know the value of bringing PR into the Boardroom
*Media Relations is like a good quarterback, you need one but he is only One Player!

Lara Cohn
Senior Vice President
Steele Rose Communications
Ph: 914-304-4308

About Steele Rose Communications
Steele Rose Communications is an independent, full service marketing communications and public relations firm with core expertise focusing on the health and personal care, consumer products, beauty and fashion and food and beverage industries. Steele Rose utilizes creative strategic thinking and precision tactical implementation to provide clients with comprehensive and quantifiable results. Headquartered in White Plains, NY, with offices in Manhattan as well as affiliates nationwide, the agency offers branding, new product launches, strategic marketing counsel, event marketing and media training services. Steele Rose Communications is also renowned in the specialized field of corporate reputation and brand protection. Awards granted to Steele Rose Communications include the Gold, Grand, and Honors awards in the International Mercury Awards Competition, a 2004 Silver Sabre Award finalist, one of Holmes Group’s 100 Best Public Relations Programs of 2003 and most recently two Crystal Awards of Excellence in the 2005 Communicator Awards Print Media Competition. For more information on Steele Rose Communications, visit

About Karen Barnett
Karen Barnett is a seasoned, award-winning marketer with extensive experience in developing strategic marketing campaigns having served a variety of leading global corporations including Reckitt Benckiser, The Coca-Cola Company, Procter & Gamble, Noxzema, Old Spice, Glaxo Wellcome, Bristol Myers Squibb, PETsMART, Hasbro, Reebok, Pepsi-Cola, among many others. Karen’s professionalism and years of experience provide a broad-based knowledge of public relations needs of businesses in today’s marketplace and the external forces that influence public opinion and behavioral change. She has been credited with some of the most high profile campaigns of the last twenty-five years for clients ranging from Fortune 100 companies to entrepreneurial start-ups, with products ranging from soft drinks, athletic shoes, luggage and clothing detergent to baby clothes in her own specialty children’s wear store. Currently Ms. Barnett is president of Steele Rose Communications an independent, full service marketing communications and public relations firm with core expertise across the health and personal care, consumer products, beauty and fashion and food and beverage industries. She graduated from the S.I. Newhouse School of Public Communications at Syracuse University with a B.S. in Television-Radio-Advertising in 1979.


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