Robin

Robin Andrew Luymes, APR

At my core, I’m a story teller. And that’s what I think the public relations profession is really about … telling the stories of an organization so that others know enough to make informed decisions. Decisions like, should I buy this product, or should I vote for this man, or should I like this company or not.

At first I was a journalist, and in many ways I still am. In PR it’s still important to share a complete, accurate story. Thinking like a journalist helps, of course, since PR often involves working with the media. Plus there’s blogging and social media, which often equates to citizen journalism.

I worked as a reporter for the Grand Rapids Business Journal my first few years out of college, covering manufacturing, banking, and the economy. I wrote about top West Michigan companies like Steelcase, Herman Miller, General Motors, Wolverine Worldwide, Old Kent, NBD, Autodie, Lacks, Prince and, of course, Amway.

Eventually, I was approached to join a prominent local PR agency but, before I could even start, I was hired away by Amway’s PR department, beginning an 18-year odyssey into the PR profession.

As a PR Administrator for Amway, I conducted product publicity campaigns for NUTRILITE nutritional supplements, LOC Multipurpose Cleaner, the Shaq Bar in the mid ’90s, and many other products. I was among the first in the company to be granted internet access to better understand the new media channel and the potential it had to boost or harm the company’s reputation. Then I was part of the team that created Amway’s first web presence, and later led or served as lead PR counsel for many of the teams creating and executing web strategies.

In 1999, as Media Team Leader, I conducted the media launch campaign for Quixtar Inc., resulting in the most positive press the company had seen it its 40 years. As Manager of PR a few years later, I was on the frontline of issues communications, including development of key messaging related to major lawsuits. As Manager of PR & Editorial, I worked with a talented group of professionals who created all communications for our audiences in North America. We launched the Opportunity Zone, a blog zone where critics and supporters alike were invited to discuss the Amway business.

Most recently I managed PR, advertising and sponsorships, leading the rebranding efforts as the Quixtar business brand became Amway Global in the U.S. and Canada.  We launched the national “Inspire Wellness” campaign with the YMCA. We launched mobile brand experience units — aka “MoBEs” — for the NUTRILITE supplement and ARTISTRY skin care brands. We sponsored the Tina Turner tour of 2008, traveling with her across the U.S. and Canada.  We launched national brand campaigns to reintroduce the American public to Amway Global. We signed on with NEXT Models for a national model search with Artistry, with the Rock N’ Roll Marathon series to provide exposure for Nutrilite, with the San Jose Earthquakes of Major League Soccer and the Los Angeles Sol of Women’s Professional Soccer, and more. Many cool things continue to happen at Amway as they continue to push their brand messages out to consumers.

Over the years, my experience leading Amway’s web reputation-oriented social media efforts have led me to speak at numerous events for organizations such as Word of Mouth Marketing Association (WOMMA), Direct Selling Association (DSA), and The Conference Board.  In 2010, I will serve as President of the West Michigan chapter of the Public Relations Society of America, the organization through which I am Accredited in Public Relations.  I also have served on the boards of Second Harvest Gleaners, Toys for Tots and Grand Rapids Christian High School.

The experiences I have gained as a communications leader at Amway and in the West Michigan community are now informing the work I perform for other companies and organizations that are clients of Luymes Public Relations. From crisis communications and general PR counsel to editorial and social media services, Luymes PR is flexible to meet the needs of its clients.

MORE ABOUT ME

I am originally from Canada, but have now spent more than half my life here in the U.S.   I earned a journalism diploma from Loyalist College in Belleville, Ont., before attending Calvin College where I earned my bachelor’s degree in English.  Calvin also is where I met my wife for more than 20 years, Kari. Together, we have four children — Amanda, Conner, Dillon and Jack.  And a dog named Lucky.