Will RIM PR Offensive on Social, Traditional Media Save BlackBerry Brand?

Call it Research Emotion. As embattled Research in Motion CEO Thorsten Heins goes on a PR offensive today — proclaiming in a letter published in Canada's Globe & Mail newspaper that the company is going to come back bigger and better, and will "empower people like never before" — the BlackBerry-maker is also mounting a charm offensive on social media. 

To wit: "To honor the 1 Million Team BlackBerry members who follow @BlackBerry on Twitter, the @BlackBerry social media community managers unite to celebrate what makes each follower #1inaMillion." See the responses to customers on on Twitter and on the brand's YouTube channel.

The moves won't restore the 5,000 jobs the company just shed, reverse a "dismal" quarter or make the BlackBerry 10 appear this year. And yes, the company could have demonstrated more gratitude and outreach to customers before it came to the brink — but maybe it will be enough to keep some of them from abandoning the brand before its new product pipeline delivers the goods.