RBOA Marks 40 Years of PR, Marketing, and Campaign Influence

A Legacy of Communication and Innovation

RBOA, a public relations and marketing firm based in Tallahassee, has spent four decades helping organizations communicate more effectively and create meaningful impact. Founded with a clear mission, the company has evolved over the years while maintaining its core values.

Originally known as RB Oppenheim Associates, the firm was established by Rick Oppenheim, who later sold the company to Michael Winn, the current president and CEO. Over the past 40 years, RBOA has worked on more than 300 campaigns for government agencies, local nonprofits, associations, and businesses. While political campaigns were once a significant part of their work, the firm has shifted its focus toward digital strategies in recent years.

Shaping Public Voice and Influence

RBOA's early work included supporting several local Democratic political campaigns. These included efforts for former Tallahassee City Commissioner Nancy Miller in 2010, former Leon County School Board Member Dee Dee Rasmussen in 2000, and former Leon County Commissioner Cliff Thaell in 1998. The firm’s influence extended beyond politics, impacting elections, building brands, and even contributing to public health initiatives.

Today, RBOA is described as a digitally driven marketing firm that offers services such as digital advertising, social media management, web design, video production, and content strategy. The company now focuses on creating public awareness through campaigns like the Help Me Grow Florida Campaign, which provides free expert knowledge on child development and connects families with community-based resources.

From a One-Man Shop to a Digital Leader

The company was launched on August 5, 1985, as a one-person operation. Rick Oppenheim started working from his home and gradually built a reputation as a skilled public relations professional. Over time, the firm grew significantly, employing nearly 150 professionals and training more than 200 student interns. At the time of his retirement, Oppenheim noted that the company had an estimated economic impact of over $20 million in Tallahassee.

Oppenheim praised the company’s evolution, particularly its embrace of digital communication. He highlighted how the shift from traditional PR to digital strategies has been transformative. “Back in the day, traditional PR was 90 percent and digital was 10 percent or more. Now it's just the opposite,” he said. This transformation was largely driven by Winn, who played a key role when he joined the company as executive vice president and chief digital officer 14 years ago.

Growth and Adaptation in a Changing World

Since Winn purchased the company in 2023, RBOA has nearly tripled its staff, expanding to locations in Tampa, St. Petersburg, Jacksonville, Tallahassee, and Maine. Most employees work remotely, a decision influenced by the shift to remote work during the COVID-19 pandemic. Winn noted that the company never returned to in-office work after the initial transition.

This shift led to a rethinking of the company’s approach. “We evolved from a jack-of-all-trades model, where one account manager handled one account, to a team collaboration model,” Winn explained. Today, multiple experts work together on various aspects of campaigns, including visuals, strategy, animation, and writing.

Embracing Artificial Intelligence

As technology continues to shape the industry, RBOA is exploring the use of artificial intelligence (AI) to better serve its clients. Winn believes that AI will become essential for all companies, regardless of their size or industry. “Every company on the planet that doesn't require hands-on manufacturing products or physically providing services like haircuts or mowing grass will be impacted by AI,” he said.

RBOA is currently developing AI agents for its clients, aiming to simplify complex tasks. “Just like you go to a place and have someone build your website because you don’t understand how it works, you're going to do the same thing for your AI agent,” Winn explained. This innovation is expected to play a significant role in the company’s future growth.

Looking Ahead

As RBOA continues to grow and adapt, the company remains committed to its core mission of effective communication and meaningful impact. With a focus on digital strategies, AI integration, and team collaboration, RBOA is well-positioned to achieve new milestones while staying true to its founding principles.