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19 Successful PR Campaigns from Innovative Companies

• December 28, 2023

Successful PR campaigns come in as many different forms as there are brands. What could be innovative and on-point for one company may be totally off-key for another.

Despite that, looking at other companies’ PR successes can still be helpful when developing a comprehensive PR campaign for your brand . So let’s look at 19 major PR successes over the years from companies across various industries and key takeaways to strengthen the impact of your next PR campaign.

1. The “Summer of Barbie” Campaign

The “Summer of Barbie” campaign, associated with the 2023 Barbie movie, created a global buzz. This vibrant campaign included painting mansions pink and setting up life-sized Barbie boxes for photo ops, leading to a surprising pink paint shortage. The campaign’s success was monumental, contributing to the movie’s staggering $2.9 billion global gross.

The Barbie campaign tapped into the nostalgia of a beloved brand while aligning it with contemporary trends. Brands can learn to blend nostalgia with modern elements to appeal to both long-time followers and new audiences.

By weaving a compelling narrative around Barbie and integrating it with real-world experiences, the campaign created a story that people wanted to be a part of. Brands should focus on crafting stories that are not only engaging but also offer opportunities for the audience to participate and contribute, creating a shared and more impactful brand journey.

2. Reinventing Financial PR with Dwolla

Dwolla, an established player in the modern payments platform sector, sought to rejuvenate its image and boost brand awareness in 2022. Zen Media’s approach was a dynamic 90-day PR blitz, focusing on forward-thinking announcements and unveiling new partnerships. This comprehensive strategy also highlighted unique case studies and proactive podcast pitches, cementing Dwolla’s position as a fintech thought leader. The outcome was impressive: over 170 media pieces and 250+ social media engagements, significantly raising Dwolla’s profile and exceeding their expectations in brand visibility.

Dwolla’s campaign also underscores the importance of innovation within industry norms. In the financial sector, where trust and reliability are paramount, Dwolla managed to inject freshness and dynamism into its brand image without losing sight of these core values. Brands in other sectors can take note of this balance between innovation and adherence to industry standards.

3. Lego Rebuild the World 

Their first global PR campaign in decades, Lego’s Rebuild the World was focused on inspiring creative thinking in kids—but also adults. As part of the public relations campaign, Lego asked customers to submit pictures of their creations, aggregated onto a 3D globe on the brand’s website. Users can move and spin the globe to see what people worldwide have created. 

The best part is that Rebuild the World struck the perfect balance between inspirational and playful—an exact fit for Lego’s overall brand personality.

4. Kamua’s Product Launch campaign

Our client Kamua, an AI-powered video editing platform, wanted to establish itself as an authoritative voice in the video editing industry and rapidly expand its base of dedicated users. 

We worked with them to create a comprehensive, strategic public relations strategy that included bylined articles by Kamua founder and CEO Paul Robert Cary; multiple monthly mentions including in tier-one publications; and, most importantly, a Product Hunt launch campaign that would get Kamua’s name and product in front of thousands of tech-savvy users and influencers. 

Kamua became one of the top three most-hunted products on Product Hunt, was featured in Product Hunt’s email newsletter , and was named Best Product of the Week by Product Hunt the week of its campaign. Just one outcome of this PR campaign? The platform gained 400 new users literally overnight.

Related read: Product Launch Marketing: Strategy, Plan, and Execute

5. Dove’s #TheSelfieTalk Campaign

A decade after the women’s skincare brand launched its Real Beauty campaign, it’s still going strong. 

Why? Because they’ve involved real women (and girls) every step of the way. Their latest campaign is a commentary on how social media affects girls’ self-esteem. Their #TheSelfieTalkCampaign shows a young girl editing a photo of herself to post online. To make their point, Dove shows this process in reverse. The advertisement ends by showing the girl’s natural face without makeup or filters. 

From honest conversations on beauty standards to what it means to “throw like a girl,” Dove’s public relations campaigns have evolved and adapted to the times by staying sincerely in touch with what its customers are experiencing in their daily lives.

6. BBC’s Peaky Blinders fan art campaign

Fan art is a world unto itself—but surprisingly few brands embrace this “unofficial” view, even though it’s probably the best possible source of user-generated content a brand could ever ask for. 

An exception to this was the show Peaky Blinders , which issued a call to fans to create art for their new season’s imagery in 2019. Not only did this generate interest among casual viewers and those who were not yet fans, but it also strengthened the relationship between the show’s creators and the viewers who love it—a win-win. 

Related read: How to Take Your User-Generated Content from Good to Great

7. Caldwell’s newsjacking campaign

Caldwell, a law firm specializing in high-growth startups and early-stage tech and life sciences, aimed to extend its brand beyond its founder’s reputation. The firm worked with Zen Media, and our innovative strategy involved a newsjacking campaign, seizing real-time opportunities for Caldwell’s attorneys to comment on global cases. This proactive approach led to numerous features in trade magazines covering tech and biotech cases, enhancing Caldwell’s visibility and establishing its lawyers as industry thought leaders.

Caldwell’s approach illustrates the effectiveness of creating a multi-dimensional brand identity . By showcasing their expertise on various platforms and media, they not only enhanced their brand visibility but also added depth to their brand’s persona. Brands should strive to create a diverse yet cohesive image that reflects their multiple strengths and areas of expertise.

8. The Eras Tour — More than just a concert

Can we call a concert tour a campaign? Why not! Taylor Swift took over the world in 2023 with her Eras Tour. She not only blasted through global attendance and revenue records for a tour and had a direct impact on local economies where she performed (and released multiple albums and a film), but she also created a widespread culture that consumed the market. 

The Eras Tour exemplifies the power of a holistic marketing approach. By integrating various elements—music, visual arts, storytelling—into a cohesive campaign, Swift managed to create a brand experience that was both immersive and memorable. Brands can learn to integrate different marketing elements to create a more comprehensive and engaging campaign.

Another critical aspect of the Eras Tour’s success was Swift’s strong fan base. Brands should focus on building and nurturing a loyal community around their products or services—it can be a powerful tool in amplifying the impact of campaigns.

9. State Street Global Advisors Fearless Girl 

The Fearless Girl statue that the Wall Street firm State Street Global Advisors firm placed to face down the famous Wall Street bull became a symbol of the financial sector’s lack of gender diversity, and the women who have been at the forefront of trying to change that. 

But in addition to its symbolic importance, it’s also a carefully crafted advertisement—one for the firm’s exchange-traded Gender Diversity Index SHE fund. 

The firm has faced some criticism over the years since putting up the statue, as it hasn’t always been clear whether State Street Global Advisors is making gender diversity a true priority. 

And this brings up another important point when it comes to creating successful PR campaigns: Your brand needs to put its money where its mouth is. If you say diversity, or sustainability, or another issue is important to you, make sure you’re backing that up with real action. 

Related read: Negative Public Perceptions and Other PR Problems: How To Change The Narrative

10. Calian IT & Cyber Solutions—Blending brands for a bigger impact

Following its acquisition of Computex, Calian IT & Cyber Solutions faced the challenge of merging brand identities and penetrating the U.S. market. They partnered with us at Zen Media, and we created a strategic PR roadmap, including curated proactive pitching topics to position two of Calian IT & Cyber Solutions’ senior executives as thought leaders in their areas of expertise. 

Zen would also help secure the executives Forbes Technology Council memberships and launch a regular cadence of published bylines. This robust campaign led to significant media coverage and awards, with Calian’s IT & Cyber Solutions division reporting double-digit revenue growth, largely credited to their expanded U.S. presence.

In merging two brands, it’s crucial to balance innovation with the preservation of core values and strengths that define each brand. This balance helps in maintaining loyalty among existing customers while attracting new ones.

11. New Cosmos USA’s community-first approach

New Cosmos USA, committed to preventing natural gas explosions with their DeNova Detect alarm, took a unique community-centric PR approach. In response to a gas explosion in West Reading, Pennsylvania, they collaborated with Zen Media for a rapid community support and media outreach strategy. This involved donations, local PSA publications, and educational materials on gas safety. 

The campaign, replicated in other locations, not only bolstered community safety but also positioned DeNova Detect as a leader in natural gas safety, leading to increased sales in those areas. By positioning the DeNova Detect alarm as a solution to a community issue, New Cosmos USA effectively aligned their product with community welfare, enhancing the product’s value proposition. Brands should evaluate the success of their campaigns not just in terms of sales but also by their impact on community welfare and social awareness.

12. Gender Pay Gap Bot Fights For Fair Wages 

As we’ve stated, many companies like to raise awareness of social issues and fight for change. The Gender Pay Gap Bot is an automated Twitter account that advocates for women’s rights to equal pay—and on International Women’s Day, the bot ran a PR campaign to hold companies accountable. 

Their slogan: “Stop posting platitudes. Start fixing the problem.” 

As companies in various industries filled users’ feeds with empowering messages, the Gender Pay Gap Bot responded with data revealing the inequities in compensation between their male and female employees. This PR strategy sheds light on these issues through transparency and neutral messaging. Today, the Twitter account has over 240,000 followers. 

13. McDonald’s ‘We Hire People’ Campaign

Companies that emphasize the importance of diversity, equity, and inclusion (DEI) initiatives are paving the way for a kinder, more inclusive world. Promoting these brand values through public relations strategies is a great way to show your commitment to welcoming all of your employees and customers. 

McDonald’s ‘We Hire People” Campaign does just this. The fast-food chain introduces viewers to many individuals with various cultural backgrounds, passions, and ages. The advertisement shows that McDonald’s doors are open to everyone. These messages are essential in 2024. 

14. Nike’s ‘Just Do It’ Campaign

This campaign has been one of the most successful PR campaigns of all time. The tagline “Just Do It” is simple yet powerful and has become synonymous with Nike’s brand identity. The campaign’s success is due to its inspirational message that encourages consumers to push themselves beyond their limits and achieve their goals. Nike has used the campaign to showcase its products as tools that help people achieve their athletic potential. The “ Just Do It” campaign has also featured famous athletes, such as Michael Jordan and Serena Williams, who embody Nike’s brand values of determination, perseverance, and excellence.

15. Google’s Year in Search

Google’s “Year in Search” campaign is an annual PR campaign that showcases the top trending searches of the year. The campaign has been successful because it taps into people’s emotional connections to current events and showcases Google’s ability to capture the pulse of the world through search data. The campaign is also highly shareable and creates a sense of community around the shared experience of looking back at the year’s top moments. The campaign reinforces Google’s brand identity as a company that is at the forefront of technology and innovation.

16. Red Bull’s ‘Stratos’ Campaign

In 2012, Red Bull sponsored Felix Baumgartner’s record-breaking jump from the edge of space called the “ Red Bull Stratos. ” The campaign was a massive success, generating over 52 million views on YouTube and millions of dollars in earned media coverage. The campaign was successful because it showcased Red Bull’s brand values of extreme sports and adventure while also breaking a world record. The campaign was a testament to the power of experiential marketing and how brands can leverage events to create memorable and impactful campaigns.

17. Chipotle’s ‘Food with ‘Integrity’ campaign

Chipotle’s “ Food with Integrity” campaign was an innovative marketing campaign that aimed to differentiate the company from other fast-food chains by highlighting its commitment to sourcing sustainable and ethically produced ingredients for its menu. The campaign featured a series of advertisements that showcased Chipotle’s use of fresh, locally sourced, and sustainably-raised ingredients and its efforts to reduce its carbon footprint.

What made the campaign innovative was that it was not just a marketing gimmick; Chipotle really did change its sourcing practices to live up to the promises it made in the ads. The company worked directly with farmers and producers to develop sustainable farming practices, and it paid premium prices to ensure that the farmers were able to make a living wage. The success of the campaign was due to its resonance with consumers who valued healthier, more sustainable food options and appreciated Chipotle’s mission as much as its food.

18. Patagonia Says ‘Don’t Buy This Jacket’

Patagonia’s “ Don’t Buy This Jacket” campaign was an innovative marketing campaign that aimed to encourage customers to buy less and reduce their environmental impact. The campaign was launched in 2011 and featured a full-page ad in The New York Times that showed one of Patagonia’s best-selling jackets with the headline “Don’t Buy This Jacket.” The ad went on to explain the environmental impact of the jacket’s production and encouraged customers to think twice before making a purchase.

What made the campaign innovative was that it went against the traditional marketing strategy of encouraging customers to buy more. Instead, Patagonia wanted to use its platform to raise awareness about the environmental impact of consumerism and to encourage customers to make more conscious choices. The campaign also reflected Patagonia’s long-standing commitment to sustainability and its belief that the company had a responsibility to minimize its environmental impact. The campaign was a success and helped to solidify Patagonia’s reputation as a leader in sustainability and environmental activism.

19. Airbnb’s ‘Belong Anywhere’ Campaign

This PR campaign was an innovative campaign that aimed to position the company as a global community that offered unique and authentic travel experiences. The campaign focused on Airbnb’s ability to connect people from different cultures and backgrounds, highlighting the role of welcoming and knowledgeable local hosts. The campaign was successful because it tapped into the growing trend of experiential travel and emphasized the community aspect of travel. It helped establish Airbnb as a disruptor in the travel industry and drove significant growth for the company.

Creating an innovative, successful PR campaign requires a team of experts who know your brand inside and out. If you’re looking for help making your next PR campaign stand out, get in touch with Zen ! 

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Why Use Case Studies?

When and Why You Should Use Case Studies:

• You need to identify challenges/opportunities a particular client or organization faced
• You need descriptions of solutions provided for clients, organizations, stakeholders, or target audiences
• You need examples of measurable results gained from using the service (e.g. engagement, poll results, or revenue increases) 

Remember: Case studies are frequently written with prospective clients in mind, so the agent/agency is often presented in a positive light.

• PR News Case studies are often found in the trade publication, PR News. Try searching "case study" using quotation marks.
• PR Newswire Case studies are often highlighted in this daily newswire. Try searching "case study" using quotation marks. Their main website also includes listings of recent white papers and case studies for browsing.
• Public Relations Review In-depth case studies can be found in this peer-reviewed, scholarly journal. Try searching "case study" using quotation marks.
• Arthur W. Page Society Includes original case studies written by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that is focused on corporate communications and the practice of public relations.
• PRSA Case Studies The PRSA website includes a searchable database of Silver Anvil case studies. PRSA membership account information is needed to view the complete case studies.
• Business Source Complete This link opens in a new window Contains articles from Harvard Business Review , each issue of which usually contains a case study. Of course, there are hundreds of other publications covered by this database. Search using the subject keywords "Case studies" in combination with terms or company names of interest.

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How To Create PR Case Study Examples That Win New Business

PR case studies are essential to showcasing campaign achievements and illustrating exceptional work.

• Struggling to turn client successes into compelling case studies that actually land new deals?
• Tired of case studies that feel like dry, self-promotional brochures which put people to sleep?
• Worried that existing case studies are not showcasing the team’s expertise and unique value proposition in a way that will resonate with potential clients?

These marketing resources help prospective clients understand how PRs establish brand identity and present clients in their best light. When it comes to getting potential clients to sign on the dotted line, a strong PR case study should get them to put pen to paper.

This article offers a roadmap to crafting PR case studies that wow. We’ll cover:

• The secret sauce to crafting narratives that resonate with the target market.
• Transforming data into digestible (and brag-worthy) results.
• Adding a dash of personality to make the case studies stick.

Why Do PR Case Study Examples Matter?

The absence of PR case study examples can create a question mark for prospective clients. Naturally, they want to learn about what PRs have achieved for others. Social proof is perhaps the most powerful tool agencies and freelancers use to get prospective clients over the finish line. Effective PR case study examples can inspire confidence and ultimately, conversions.

Many prospective clients are looking to peers to make purchasing decisions. They seek a sense of assurance from those around them. With access to a range of PR case study examples, individuals or organisations can make informed decisions about moving forward. Ideally, PRs should assemble a full stack of case studies to help move the needle.

There is no shortage of ways for PRs to share case studies in their marketing. Aside from simply having a dedicated case studies page on their websites, PRs can strategically place case studies on landing pages. If prospects are still in the consideration phase of the buyer’s journey, a few solid case studies could help to push them further down the sales funnel .

7 Tricks & Tips for Crafting Public Relations Campaign Case Studies That Stick

Believe it or not, there is actually a magic formula for crafting perfect public relations campaign case studies. While we do not claim to know much about sorcery or wizardry, we’ve learned a few tricks for producing compelling case studies over the years. As a go-to coverage reporting tool, Releasd works directly with PR agencies and in-house teams . Let’s break it down.

Focus on saying something genuinely meaningful

PR case studies should reflect an ability to deliver results. While this might sound obvious, many case studies get caught up in talking about solutions without mentioning the problems . Effective case studies resonate with prospects because the initial problems faced by clients typically align with the problems prospects are currently facing. It’s all about alignment.

When prospects begin to see themselves in each case study subject, this increases the conversation power of the case study as an asset. The case studies should explore how agencies or freelancers took a client from A to B – highlighting the initial problem and the solution. If case studies only focus on B (the solutions), they lose their conversion power.

Experiment with unconventional formats

The best PR case studies swing for the fences and communicate narratives in unconventional ways. Experimenting with different types of media, including interactive graphics and videos, can help to illustrate each client’s journey from the initial problem to the solution. In other words, don’t play it safe. Bring something prospects want to browse through to the table.

Box-standard testimonial soundbites often fail to pack a punch. Sure, sprinkle a few of these throughout each case study – but don’t put them front and centre. Instead, leverage graphics and videos to illustrate each client’s journey. To tell the client’s story, some PRs choose to write their case studies using the client’s voice (in the first person) or simply include a video of the client.

Add context to the case study

To set the scene, an effective case study should answer the following questions:

• Who is the client?
• What does the individual or organisation do?
• Why do they do what they do?
• How long have they been doing this?
• How successful are they at what they do?
• What problem were they trying to solve?

Stay authentic and honest

While case studies should positively reflect on a business, PRs must focus on authenticity by offering an honest account of their own performance. If there were areas for improvement in a campaign, there is nothing wrong with mentioning these. At the same time, PRs can also share metrics that seem unremarkable but help to paint a complete picture of campaign performance.

Include original imagery and graphics

Take some time to play around with the format of case studies. Original images and graphics can help bring each case study to life, especially if these images include real people. People want to see the faces of those who have experienced success working with a PR agency or freelancer. The case studies should offer an insight into exactly who these clients are.

Demonstrate PR impact with tangible benefits

What has the PR agency or freelancer enabled the client to achieve? Demonstrating the impact of a campaign is an important part of communicating value. Prospective clients want to know what is possible and the easiest way to show them is through case studies. If they choose to invest in PR services, they need an understanding of what is realistically achievable.

Celebrate PR success

Many PRs underestimate the potential conversion power of case studies. As a result, they often fail to dedicate enough time to developing these marketing resources. Pushing these resources further and pouring time into crafting them may pay dividends in the long run. To get prospects over the finish line, the perfect case study may be the missing piece of the puzzle .

Closing Thoughts on Developing PR Campaign Case Studies

Developing compelling case studies takes time and effort. Bringing everything together will require input from clients. With this in mind, PRs should make a clear list of materials needed for the creation of the case study. Making the process as seamless as possible will help to prevent back-and-forth communication with clients.

Those using our PR coverage reporting tool can easily pull client data from past reports to create engaging case studies.

Interested in exploring the possibilities of our coverage tool? Book a 15-minute demo with our team today.

Related posts:

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Best practice for PR professionals looking to demonstrate the value of their work more effectively.

Can PR Metrics Truly Measure Outcomes & Impacts?

Richard Benson | MD, Releasd One of the most fiercely debated topics in PR surrounds the industry’s ability to prove

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Why use case studies? 

Case studies are detailed investigations of individuals or groups. Case studies can be qualitative or quantitative in nature and often combine elements of both. In Public Relations, case studies:

• Identify the challenge a particular customer faces
• Describe the solution provided by the company
• Illustrate the measurable results gained from using the service
• Arthur W. Page Society (Note: Case study archives are accessed from the bottom of the page.) Includes original case studies written by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that is focused on corporate communications and the practice of public relations.
• PR Council Free access to case studies from over 100 of America’s leading communications firms.
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Cases in Public Relations Strategy

• Burton St. John III - University of Colorado Boulder, USA
• Diana Knott Martinelli - West Virginia University, USA
• Robert S. Pritchard - University of Oklahoma, USA, Ball State University, USA
• Cylor Spaulding - Cal State University, Fullerton, USA
• Description

Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field.

Give your students the SAGE edge!

SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/stjohn .

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email [email protected] . Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html .

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Supplements

• Test bank  provides a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students' progress and understanding.
• Editable, chapter-specific PowerPoint® slides offer complete flexibility for creating a multimedia presentation for your course.
• Sample course syllabi for semester and quarter courses provide suggested models for structuring your courses.
• Multimedia content includes third-party video, audio, and web links that appeal to diverse learners.
• Chapter and Case Summaries summarize key concepts and cases by chapter to help you prepare for lectures and class discussions.
• Case Study Resources includes a resource guide for instructors teaching the case course the first time, links to award-winning cases, chapter activities, and sample long-term projects students can undertake to facilitate a deeper exploration of public relations.
• Chapter and Case summaries reinforce the most important material
• Mobile-friendly practice quizzes allow for independent assessment by students of their mastery of course material.
• 30 original, contemporary case studies  drawn from the real world Introduce key concepts and skills in Public Relations. 
• A focus on strategic areas   within the profession (heath communication, issue advocacy, etc.), rather than skill-sets, demonstrates how various strategies and tactics can be adapted to meet the needs of various clients.
• An emphasis on   strategy and strategic thinking , rather than individual tactics, prepares students for the realities of a PR career.
• A unique client-oriented focus  shows that Public Relations is not “one size fits all.” The selection of cases from a wide range of clients in core PR areas demonstrates the need for adjusting PR strategy for each client type.
• RACE Pit Stop   sections include discussion items, trend line information, and comments from professional observers that show students to integrate key findings from the case studies into their own PR work.
• SAGE edge provides students helpful tools, including eFlashcards, practice quizzes, and more, in one easy-to-use online environment. 

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Public Relations

• Evaluating Information
• Psychographics, Demographics, & Public Opinion
• Case Studies
• News Sources
• Scholarly Sources
• Images & Copyright
• Cite Sources
• Research Process :: How-To This link opens in a new window

What is a case study?

The case study is a descriptive, qualitative research  method that analyzes in great detail a person, an organization, or an event. Case studies are found in most applied areas, such as business, law, and marketing, and offer insight into practices and tactics. The case study's major advantage is the detail and analysis it provides of a specific person, organization, or event. Its major disadvantage is that it cannot be generalized to situations other than the one that was studied.                     Encyclopedia of Public Relations

In Public Relations, case studies:

• Identify the challenge a particular customer faces
• Describe the solution provided by the company
• Illustrate the measurable results gained from using the service

Databases to Find Case Studies & Industry Info

• WARC This link opens in a new window Warc provides intelligence solutions for students, faculty and staff in marketing, advertising and mass communications. more... less... Warc includes over 6,000 global case studies, and articles, opinion pieces and conference reports. It also contains comprehensive historic and forecast advertising expenditure data together with global media cost data.
• Business Source Complete This link opens in a new window Provides access to full-text, peer-reviewed business publications, as well as indexing and abstracts for many scholarly business journals. more... less... Business Source Complete (BSC) is the world's most comprehensive scholarly business database that provides full-text access to almost 4,000 business and scholarly journals, plus indexing and abstracts for the most important scholarly business journals dating back as far as 1886. Select journals included in this database are: Harvard Business Review, California Management Review, MIT Sloan Management Review, and Administrative Science Quarterly. Additional full-text content includes financial data, books, monographs, major reference works, book digests, conference proceedings, case studies, investment research reports, industry reports, market research reports, country reports, company profiles, SWOT analyses, faculty seminars (videos), and more. BSC is an important resource for researchers interested in all disciplines of business, including marketing, management, MIS, POM, accounting, finance, and economics. Updated monthly.
• IBISWorld This link opens in a new window IBISWorld provides access to detailed industry reports for over 700 plus United States industries. Each report includes industry structure, market characteristics, product and customer segments, cost structure, industry conditions, major players, market share, supply chain structure, and 5-year revenue forecasts.

Online Resources

• Case Studies in Strategic Communication Dedicated to the study of strategic communication through the case study form. Case studies illustrate the strategies, tactics, and execution of communication campaigns through in-depth coverage of a single situation. CSSC is a peer-reviewed publication housed at the University of Southern California’s Annenberg School for Communication & Journalism.
• Institute for Public Relations Research Letter The Institute for Public Relations is dedicated to the science beneath the art of public relations™. We focus on research that matters to the practice, providing timely insights and applied intelligence that professionals can put to immediate use.
• Arthur W. Page Society Includes case studies written by students for the Case Study Competition. Scroll to the bottom to load case studies from past competition winners.
• PR Council -- Case Studies The Council is dedicated to strengthening the recognition and role of public relations firms in corporate strategy, business performance and social education; to serve as an authoritative source of information and expert comment and to help set standards for the industry.

Related Guide

• Company & Industry by Janet Burka Last Updated Apr 16, 2024 1604 views this year

Video Tutorials

Introduction to the warc database.

Note: the home page design has been updated since this video was made. In order to navigate to the Case Finder, click the three lines in the top right corner of the page, open the Case Studies+, and then Case Finder will appear.

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• Next: News Sources >>
• Last Updated: Apr 19, 2024 12:43 PM
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Case Studies

Sparkling Ice

Sparkling Ice, the leading sparkling water in Talking Rain Beverage Company's portfolio, has always been passionate about giving back and supporting local communities...

Webull is an easy-to-use, zero commission brokerage and market data platform for traders of all experience levels...

Foxwoods Resort Casino

Foxwoods Resort Casino celebrated its 30th anniversary by introducing a variety of new...

Ampersand is a technology and data company that is the largest source of information and...

Known for their colorful, instantly recognizable and influencer-favorite countertop appliances, Italian kitchen brand SMEG tasked 5W with...

SmartThings

5W Digital client, SmartThings by Samsung, offers customers the option to connect devices and technologies to achieve one connected smart home...

REVOLT x AT&T

As agency-of-record for the largest black-owned and operated multi-media company, 5W has been instrumental in the enormous momentum of this hip-hop platform...

Zeta Global, the AI-Powered Marketing Cloud founded by serial tech entrepreneur David A. Steinberg and...

Casio's famously indestructible G-SHOCK watch is celebrating its 40th anniversary.

Xaxis combines unique brand-safe media access, unrivaled programmatic expertise, and 360-degree data with proprietary artificial intelligence to help global brands achieve the outcomes they value from their digital media investments...

Thriftbooks

ThriftBooks is the largest online seller of previously owned books. The team was hired to...

Rainbow Light

Rainbow Light Nutritional Systems, the number-one most trusted natural vitamin brand, entered the vitamin and supplement industry more...

AvidXchange

AvidXchange is the industry leader in automating invoice and payment processes for mid-market businesses...

CATRICE Cosmetics, the cult favorite German-Beauty brand, is an innovative and luxury-...

Sedgwick is a global, third-party claims administrator that works with 78 of the Fortune...

The Paley Center For Media

To celebrate the holiday season, the Paley Center for Media - the iconic cultural institution that has...

E2open is a leading network-based provider of mission-critical, cloud-based...

Samuel Adams

5W worked to breathe new life into the existing Brewer Experienceship program from Samuel Adams Brewing the American Dream, in order to secure national visibility and amplify program awareness...

Axiom Space represents a vision of the highest order: to advance human progress via access to the frontier of space...

GetYourGuide

5W Digital was tasked with increasing brand awareness and consideration of GetYourGuide travel experiences as the perfect gift for travel lovers...

It's a 10 Haircare is the go-to haircare brand for salon professionals and clients across the world...

Carparts.com

CarParts.com offers an e-commerce platform that is changing the way drivers shop for auto parts and repair their vehicles...

The Pioneer Woman Collection

Ree Drummond, known as The Pioneer Woman, tasked 5W with establishing her lifestyle produc...

Check Point

For the last three decades, Check Point Technologies has set the standard for...

Harvest Host

Harvest Hosts, a membership club for RVers, offers unique overnight...

The Mane Choice

5W was tasked with boosting the presence of the multicultural hair care brand, The Mane Choice, and its CEO & Founder...

RealPage is a leading global provider of software and data analytics to the real estate industry...

Founded by a breastfeeding mom, Lansinoh has been dedicated to supporting new moms for nearly 40 years...

Career Builder

CareerBuilder is a leading talent acquisition company that helps companies find and hire great talent and supports job seekers as they build their careers...

PopSockets, founded by a philosophy professor, created the expandable phone grip category-...

Hibob is an online software that allows companies to bridge the gap between mangers, employees, and HR teams. The platform resembles...

Delta Children

Over 50 years ago, Delta Children was founded by Louis Shamie Sr. to revolutionize the idea of making safe...

goTRG transforms returns into profit-driven opportunities for the world's largest retailers an...

Crepe Erase

Crepe Erase® by Body Firm© is the #1 selling anti-aging body treatment for dry, crépey skin...

Servcorp is a leading provider of office space solutions for businesses, offering both shared...

Founded in 2005 by Tiffany R. Warren, ADCOLOR is the premier organization dedicated to celebrating and championing diverse professionals in the creative industries...

CommerceIQ is a leading retail e-commerce management platform, unlocking profitable...

Over 4 million babies are born in the U.S. each year, making new and expecting parents one of the biggest consumer markets of purchasing...

5W began its strategic partnership with RxAdvance to build an industry-leading media profile for the company and executive team, including Ravi Ika, CEO and John Sculley, CMO...

Petsmile© is the first pet toothpaste awarded the Veterinary Oral Health Council (VOHC) seal.

RENPHO is a global technology and wellness brand with a mission to create an ecosystem of...

H&H Bagels, an iconic New York City brand since 1972, has announced for the first time in its 50-...

Storyblocks

Storyblocks, a stock media company that was recently recognized by Inc. Magazine as the fourth fastest growing media company in the...

CBDistillery

CBDistillery™, the flagship brand of Balanced Health Botanicals, was founded in 2016 with the...

CoinFlip is the leading Bitcoin ATM operator globally, with over 2,500 machines across 47...

Every April, Luna Park in Coney Island celebrates the official opening of the Coney Island Amusement District....

Across sixteen countries worldwide, Adzuna is a top job search engine that helps pair eager job-...

New York Cruise Lines is the parent company of the iconic Circle Line and other industry-leading travel, hospitality and restaurant businesses...

Sezzle, the fastest growing, buy now, pay later platform, tasked 5W with publicizing their initial public offering...

VIZIO is the #1 American-based TV brand and America's #1 Sound Bar Company...

5W was engaged by Solidify Sinclair, one of the nation's leading broadcasters, to leverage...

Founded in 1956, Payless has focused on creating trend-right comfortable footwear at a great value...

To celebrate International Trading Card Day, Topps launched its second annual cross-country pop-up truck tour to honor the love of trading card collecting nationwide...

To promote brand awareness and recognize World AIDS Day and AIDS Awareness Month.

Duane Reade

Duane Reade, a subsidiary of the Walgreen Company, is the New York metro area's largest...

Jason Ader is CEO of SpringOwl Asset Management LLC, a New York-based independent sponsor and buyout firm...

Ethique is on a mission to rid the world of plastic waste with its zero-waste bars, from shampoo to serum to baby care and home products....

Avant, a fast growing marketplace platform that is lowering the costs and barriers of borrowing fo...

KRUPS is a brand dedicated to precision and technical perfection...

Bespoke Companies are comprised of ultra-luxury high-end real estate and marketing firms led by Zachary and Cody Vichinsky...

ZICO Coconut Water, owned by the Coca-Cola company...

Santa Margherita

World-renowned Italian winery, Santa Margherita, partnered with 5W to help the brand stand out in a crowded wine category and Increase brand awareness, drive sales, and position...

SodaStream, the makers of in-home sparkling water machines, tasked 5W to promote their limited-edition '90s-style machine through...

Payoneer, a financial services company that facilitates cross-border B2B...

Green Beret

The Green Beret Foundation, a premier organization dedicated to supporting soldiers...

Founded in 2018, Choco is a free digital tool and app for restaurants and their suppliers to engage in a more efficient...

Cortera, a big data provider, had been around for a decade. They collect timely spending information from more than a million small and medium-sized companies, stretching across 100 industries...

Jerusalem Venture Partners

Founded in 1993 under the famed Yozma program by Dr. Erel Margalit, Jerusalem Venture...

Jane iredale

jane iredale is a comprehensive, environmentally friendly line of mineral makeup recommended by skin care professionals, plastic...

TradeStation

5W was tasked with elevating premier online trading platform TradeStation's...

Ashley Stewart

Ashley Stewart, a global fashion and lifestyle brand, has propelled itself to be on the vanguard of social commerce...

Camp Bow Wow

Camp Bow Wow is a leading Doggy Day and Overnight Camp providing...

T-fal, the leading global manufacturer of non-stick cookware and small kitchen appliances,...

AirHelp, a Berlin-based air passenger rights company, engaged 5W Public Relations to build its..

Cooks Venture

Cooks Venture is a food startup committed to regenerative agriculture practices, meaning the...

5W was tasked by My/Mo Mochi Ice Cream to ideate and create...

TUSHY is a toilet crusader, fighting for clean bums and reduce global wastefulness that comes from producing and...

All-Clad tasked 5W with executing an integrated launch campaign in support of the brand's newest electric introduction to the U.S. market, the Prep&Cook - a cooking food processor...

Baxter Of California

5W partnered with Baxter of California to grow awareness across a female demographic by...

Perry Mackin

Perry Mackin is a luxury lifestyle brand providing innovative baby products such as baby bottles, backpacks...

GAEA, leading Greek culinary brand, underwent a rebranding, transitioning away from celebrity-...

John Sculley

Former Apple and Pepsi CEO John Sculley approached 5WPR after having...

Ruby Love is a pioneer in period apparel and the femtech industry. Founded in 2015, CEO Crystal Etienne developed a smart, intuitive...

Colman's Mustard

Colman's Mustard, a brand in the Unilever portfolio, engaged 5W Public Relations to break...

CheapOair is the first flights-focused hybrid travel agency that enables consumers to book their accommodations online, on its...

Persona, a Nestle Health Science (NHSc) company, creates science-backed, uniquely...

Millenium Hotels

5WPR was initially engaged to work specifically on the Millennium Broadway Hotel New York. Afte...

Lycored, the global leader in natural carotenoids for food, beverage and dietary supplement...

Jackie Robinson Foundation

Established in 1973, the Jackie Robinson Foundation (JRF) is the nation's premier...

5W was tasked with the goal of securing widespread media coverage for search intelligence and premium intent data provider, Captify,...

Loacker, the #1 global wafer cookie brand, tasked 5W with creating a campaign that would bring awareness to the...

5W was tasked with activating a strategic product launch for Lagostina in partnership with celebrity chef, Giada De Laurentiis...

GNC Digital

GNC, facing significant challenges due to dramatic changes in the retail industry and a series of product setbacks, unfortunately, filed for bankruptcy in 2020.

Datamaran is a data driven, materiality and ESG risk management platform that helps compani...

With the goal of generating national mainstream press interest, 5WPR convinced Emjay to offer a...

Epignosis is a trusted learning technology partner trusted by more than 70,000...

Columbia Care

Columbia Care is one of the largest and most experienced cultivators, manufacturers and...

The Brotherhood Sister Sol

The Brotherhood Sister Sol (BroSis) is a Harlem-based social justice and youth organization where Black and Latinx youth claim the power of their history, identity and community to build the future they want to see...

William Murray Golf

Inspired by Bill Murray and his brothers' off-the-cuff mentality, William Murray Golf was built wit...

Our client CaratLane, the #1 Indian jeweler in the world, signed on with 5W Digital to improve...

Essence cosmetics provides user-friendly and affordable makeup options that bring joy to the often-serious world of beauty...

Extract Labs

Extract Labs is an industry-leading purveyor of fine CBD products, including CBD oil tinctures and...

Lumenis, Inc., the world's largest energy-based medical device company for aesthetic, surgical,...

harmati is a modern home décor brand under Bedshe International Company, Ltd. Driven by...

Nations Photo Lab

Nations Photo Lab is a leading professional photo printing lab that offers the highest quality photo...

Standard General

Standard General is a strategic investor focused on media and gaming industries...

740 Park Plastic Surgery

Dr. Stafford Broumand is a New York-based, board-certified plastic surgeon who offers a...

Big Brothers Big Sisters of America

Big Brothers Big Sisters of America (BBBSA) is the largest and most experienced youth mentoring organization in the US with a mission to create and support one-to-one mentoring relationships that ignite the power and promise of youth...

Xplor Technologies

Xplor Technologies tasked 5W Digital to manage all global social media channels with the goal of...

Yoto Player

Yoto Player is a screen-free audio speaker for kids designed to safely give children full control over their listening...

Nanobébé is the first and only baby bottle designed to preserve essential breastmilk...

Owlet Baby Care is a health technology company founded by a team of parents in 2013 focused o...

Tineco is an innovative technology company specializing in intelligent technology, a premium...

BROWN GIRL Jane

BROWN GIRL Jane is a luxury, plant-based wellness collection centering the needs of dynamic women of color...

Inspired, designed and created by Whoopi Goldberg, DUBGEE is a newly launched national fashion and lifestyle brand...

St. Moriz is one of the earliest self-tanning brands to emerge in the UK market...

Pacific Shaving

Pacific Shaving Company began in 2002 with a clear goal: to radically improve the daily shavin...

AgAmerica is a non-bank lender that builds low-interest rate agricultural loans to provide...

cbdMD is one of the leading and most highly trusted and recognized CBD brands on the...

ThirdLove, approached 5W after noticing a sexist Calvin Klein billboard that had been erected in...

Intelligent marketing platform Skai powers brand insights, decisions, and execution for faster, more...

Yellowheart

YellowHeart is an NFT mint and wallet system that allows for the issuance of large-scale commercial grade NFTs (non-fungible tokens)...

Balanced Health Botanicals

Fellow Barber

Fellow Barber, a brand of barbershops with 15+ locations across Los Angeles, New York City and...

HomeLight is an essential technology platform used by hundreds of thousands of homebuyers and sellers to partner...

Gambling.com

Gambling.com Group (Nasdaq: GAMB) owns and operates more than 50 websites that give leads...

DailyPay is an on-demand financial platform that grants employees access to their earnings in real-time...

Neat Burger

Neat Food Co., a food tech company offering ethical, sustainable, and delicious plant-based...

HIGHLANDER is the world's first and largest global long-distance hiking event series.

The Westminster Kennel Club

The Westminster Kennel Club, founded in 1877, is the oldest dog-sports organization in the U.S.,...

Death Wish Coffee

Death Wish Coffee, the World's Strongest Coffee, celebrated National Coffee Day with a suite of...

Chamber Magic

Chamber Magic, presented by Steve Cohen, the Millionaire's Magician, is an intimate, luxury...

The Children's Place

5W worked as an extension of The Children's Place, Inc. team to brainstorm, develop and...

1800 Tequila

1800 Tequila, a once urban-centric brand, hired 5WPR to reposition the brand into the...

Two high-velocity trends inspired the founders of World Spa. First: we live in a wellness-obsessed...

Quince was founded to challenge the existing idea that nice things must cost a lot.

5W was tapped to expand Veestro's notoriety on a national level while continuing to position the...

So Good So You

5W was tasked with positioning So Good So You as an industry leader within the plant-based...

McCafé tasked 5W to drive brand awareness around bottled McCafé Frappés while positionin...

Black Button Distilling

5W was tasked with supporting the brand's cause-related initiatives throughout a multi-year...

5W was tasked with promoting Jung Lee products in print and digital gift guides and driv...

Framebridge

5W was challenged with elevating Framebridge's media profile and boosting brand visibility on B2...

Salon Du Chocolat

5W was tasked with creating media momentum leading up to the opening of Salon du Chocolat...

Field Roast

5W was tasked with utilizing a network of micro/mid-tier influencers to heighten brand...

Fellow Barber, a brand of barbershops with more than 15 locations across Los Angeles, New York City and...

Sky Organics

5WPR was tasked with building buzz for Sky Organics' affordable, ethically made beauty...

Freight Farms

Freight Farms pioneered the concept of the container farm, an innovation that set the stage...

G-Shock Digital

G-SHOCK was introduced in 1983, which is officially defined as the paleolithic era of...

The agency was hired to close the digital divide between BUILT's then-current social marketing...

Sleepopolis

Dr. Shelby Harris is a NY-based sleep expert and clinical phycologist who specializes in behaviora...

Boost the presence and encourage purchases of South Korean beauty brand Medicube's medical-gradedevices and skincare products following their U.S. launch.

Brooklyn Bedding

5W used media relations tactics to successfully execute 10+ new product launches and garner more than 1B media impressions for Brooklyn Bedding.

Fairmont Tazi Palace Tangier

Fairmont Tazi Palace Tangier is one of the finest and newest 5-star hotels in Morocco that mirrors Tangier's seductive charm with luxurious hospitality.

SAP National Security Services Inc. (SAP NS2), a subsidiary of the Fortune 500 software company SAP...

VIZIO is a leading HDTV company and the #1 sound

Female Beauty Execs

The 5W Beauty division has done a fantastic job of highlight its female CEOs and founders as a way to elevate their brands...

Edward Mermelstein is a real estate attorney, international consultant, and co-founder of the international boutique law firm Rheem Bell...

Robert Amsterdam

Robert Amsterdam is a renowned international attorney with London and Washington, D.C.-based Amsterdam & Partners. Mr. Amsterdam...

Triangle Assets, a premier, New York City-based commercial real estate developer, came to 5W with two objectives...

Verzasca Group, a South Florida-based residential and commercial...

Sergeant's Benevolent Association

The NYPD's Sergeants Benevolent Association (SBA) is the...

Disaster Recovery Institute DRI

5W Public Relations represents Disaster Recovery Institute International (DRI), the largest disaster preparedness and recovery certification...

Indie Beauty Expo

Indie Beauty Expo (IBE) is the largest professionally-curated exposition of independent beauty,...

Millennium Hotels

5WPR was initially engaged to work specifically on the Millennium Broadway Hotel New York...

Tropical Smoothie Café

Tropical Smoothie Cafe is on a mission to inspire a healthier lifestyle by serving food and smoothies with a bit...

Fitz & Floyd

Over the past 50 years, Fitz and Floyd has become a leader in the...

Miami Fashion Week

Miami Fashion Week is the second largest fashion event...

Two Roots Brewing Co., the world's first line of non-alcoholic...

In our second year working with Vangst, a leading recruitment...

New York Comedy Festival

The New York Comedy Festival, produced by 5W's client Caroline's on Broadway, is a week-long event featuring over 200 comedians...

Wendy Williams is a media mogul, actress, comedian, entrepreneur, designer, and New York Times best-selling author, who...

Voices Against Brain Cancer

Voices Against Brain Cancer's mission is to help find for a cure for brain cancer...

Loosid, an innovative app for the sober community, tasked 5W to facilitate their New York City launch event...

As agency of record for Decléor Paris, 5W Public Relations was tasked to...

Cure Urgent Care

The urgent care trend continues to surge nationwide as the delivery model for health care to shift...

Electra Meccanica

Founded in 2015, Electra Meccanica is a designer and manufacturer of electric vehicles. With a passion to develop affordable...

GNC is a leading global health and wellness brand that provides high quality science-based products and solutions...

Increase Jamf's media presence and solidify the company as the standard in Apple Enterprise Management software....

Five9 is an industry-leading provider of cloud contact center solutions, bringing the power of cloud...

Acker Wines

Established in 1820, Acker is the oldest wine shop in America and the world's largest fine and rare wine auction house...

Based in Palo Alto, California, Archer is creating the world's first electric airline to quickly, sustainably and cost-effectively move people in and around dense cities.

Big Cork Vineyards

Big Cork Vineyards makes award-winning Maryland wine under the guidance of master winemaker David Collins.

Bitcoin IRA

Bitcoin IRA, is the world's first, largest, and most secure digital asset IRA technology platform that allows users to purchase...

Bowlero Corporation

Bowlero Corporation (formerly Bowlmor AMF) is the largest owner and operator of bowling centers...

Gray Line New York

Gray Line New York, New York City's iconic double-decker tour bus company has been a proud staple of the New York City tourism industry since...

Martin Luther King Jr.

5W Public Relations was hand-picked by the Washington, DC Martin Luther King Jr. National Memorial Project to lead...

The Buoniconti Fund - Destination Fashion

The Buoniconti Fund to Cure Paralysis (TBF), a non-profit organization, is the fundraising arm of The Miami Project to Cure Paralysis

Pritikin Center

Pritikin Longevity Center & Spa is a world-renowned health center in Miami, FL.

Cleancult is a leader in the zero waste cleaning category, using only non-toxic, natural ingredients, and zero plastic.

CLMBR, maker of the first connected vertical climbing machine with on-demand, instructor-led classes and an ergonomic design

Since 1972 CURAPROX has stood for knowledge, and the transfer of skills to ensure perfect oral care and oral health

Curated Mental Health is an innovative psychiatric practice that prioritizes accessibility for patients and provides quality mental health care for...

Dating.com is at the forefront of the online dating world, offering an unmatched global reach. Launched in 1993.

The Kellman Center

Raphael Kellman, MD and Founder of the Kellman Center, is a functional and integrative medicine expert

Dragontail Systems

Dragontail Systems is revolutionizing the Quick Service Restaurant (QSR) and foodservice industry, through software that optimizes the entire restaurant kitchen, order and delivery process for global brands and local mom and pops.

For almost 50 years, Epicor Software Corporation has specialized in helping its customers grow their businesses, expand their capabilities, increase their productivity, and improve efficiencies

GoPuff is an on-demand convenience store delivery service available in 23 cities.

GRUBBRR is a technology company delivering ordering solutions for small to large companies across different verticals including QSR and fast-casual restaurants, stadiums, movie theaters, casinos, retailers, and more.

Gulliver's Gate

Gulliver's Gate is a tourist attraction in Times Square featuring more than 300 built-to-scale models of scenes from around the world

Usana Health Sciences

USANA challenged 5W Public Relations to produce a strategic PR campaign that emphasizes its category leadership, as well as leverages its U.S. marketing initiatives to garner effective media coverage.

MVP Collections

MVP Collections creates clothing for the big and tall man who's looking for stylish options

Nations Photo Lab is a leading professional photo printing lab that offers the highest quality photo gifts & prints.

Newport Academy

Newport Academy, leading nationwide healing centers for adolescents and families struggling with mental health issues

Paris Baguette

Paris Baguette is a global brand operating corporate and franchise bakery-cafés, focused on handmade quality product, meticulous craftsmanship, and reliability.

Pildora, the world's first luxury lifestyle brand dedicated to sustainable fashion and entertainment, launched the

Rand Luxury

RAND Luxury hosts The Luxury Escape each year during the Sundance Film Festival, which offers a unique experience of

Sparkling Ice beverages are made with sparkling water, real fruit flavor, vitamins, antioxidants, and naturally sourced colors.

Stand Up For Heroes

New York's annual Stand Up For Heroes event is a night of giving back, where top comedians and musical

Tappit, the global cashless and data experts, is on a mission to help bring live event organizers, sports teams and venues closer to their customers.

Tavern On The Green

As a Central Park staple, the historic Tavern on the Green has been capturing the spirit of New York City since 1934. In 2014

Ventus At Marina EL CID SPA & Beach Resort

El Cid Resorts is where authentic Mexican hospitality sets the stage for extraordinary vacations. The family-owned resort operates

Disaster Recovery Institute

Verzasca Group

Rheem Bell & Mermelstein

The Lumistella Company

The Lumistella Company, home to the iconic The Elf on the Shelf, has grown from a successful product-focused business into a "story-first" global IP company.

Blackbird.AI

Powered by AI-driven proprietary technology, Blackbird.AI protects organizations from narrative attacks created by misinformation and disinformation that cause financial and reputational harm.

Bark is a digital safety solution and app that uses advanced algorithms to detect and proactively alert parents to issues their children face online such as cyberbullying, sexting, signs of depression and signs of suicidal thoughts.

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Why use case studies? 

Case studies are detailed investigations of individuals or groups. Case studies can be qualitative or quantitative in nature and often combine elements of both. In Public Relations, case studies:

• Identify the challenge a particular customer faces
• Describe the solution provided by the company
• Illustrate the measurable results gained from using the service
• Arthur W. Page Society (Note: Case study archives are now accessed from the bottom of the page.) Includes original case studies written by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that is focused on corporate communications and the practice of public relations.
• PR Council Case Studies Includes case studies, best practices and research to promote public relations.

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• Last Updated: Nov 14, 2023 12:45 PM
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Public Relations Case Studies

Engaging, Authentic Public Relations Cases for Your Classroom

Teach Students to Master Public Relations Principles Through Real-world Situations

Public Relations Case Studies Courseware

Powerful insights into real-world pr strategies, the “public relations case studies” courseware gives you relevant and detailed real-world pr cases to help your students apply important public relations principles. it includes 12 case studies that address a range of organizational crises, including workplace accidents, product-harm situations, funding cuts, and much more., each case study includes an in-depth narrative of the background and scenario of the situation, a case analysis tool assignment, a role-playing exercise, and “the rest of the story” document that reveals how public relations professionals responded to these crises in the real world..

CHAPTER 1: The Principles of Public Relations: A Revisit Ignite a comprehensive understanding in students of public relations history, definitions, the ideal form, strategic management, RPIE, the significance of ethical codes, and the proactive nature of the field.

CHAPTER 2: Case Analysis Differentiate between problems, issues, and crises and evaluate decision-making in case scenarios.

CHAPTER 3: Fatality and Facebook: A Perilous Combination Identify social media platforms that people might use to learn about an organizational crisis.

CHAPTER 4: Staying on Track During a Rail Disaster Identify ways to address emergencies, misinformation, and crises.

CHAPTER 5: You Can’t Judge a Book by Its Cover Build a strategy for responding to organized backlash online or in-person from an organization.

CHAPTER 6: Bad Data Breeds Bad Conclusions Define the role of the public relations practitioner in educating key stakeholders, especially the media, about complex processes and situations.

CHAPTER 7: Taking Food from the Table: Embezzlement at a Local Nonprofit Describe how politics can impact nonprofit organizations just as much as for-profit organizations and government bodies.

CHAPTER 8: The Painful Truth About Medical Theft Identify ways to handle and build trusting relationships with news media contacts.

CHAPTER 9: Students Stifled Thanks to State Funding Cuts Recognize the importance of monitoring state legislation at the discussion, development, and proposal stages.

CHAPTER 10: Not in My Backyard: Staying Nimble in a NIMBY Crisis Define the NIMBY attitude and explain why it can be challenging for public relations practice.

CHAPTER 11: Cheers to the Chief of Police Explain why a public official must perpetuate a certain image and brand to maintain relationships with key publics.

CHAPTER 12: A College Vice President Battles an Underground Newspaper Discuss the significance of a strong media relations program within an organization’s public relations function.

CHAPTER 13: A High School Basketball Coach Afoul: Behavior that Crosses the Line Recognize that it is crucial to build a strategy to address a potentially damaging situation when proactive policies and procedures fail or are nonexistent.

CHAPTER 14: Hidden Wounds from a School Shooting Recognize the unique demands placed on everyone in a communications role during an emergency that affects nearly the entire community.

CHAPTER 1 Learning Objectives

• Recognize important facets of public relations history.
• Explain definitions that are integral to the study of public relations.
• Recognize the ideal form of public relations.
• Identify the strategic management function of public relations.
• Describe RPIE (Research, Planning, Implementation, and Evaluation).
• Discuss the importance of the PRSA Code of Ethics and IPRA Code of Conduct.
• Recognize the proactive nature of public relations.

CHAPTER 2 Learning Objectives

• Explain the importance of analyzing cases.
• Identify differences among problems, issues, and crises. 
• Evaluate decisions to address a case scenario. 
• Create and implement a research-based strategy to address the scenario.
• Develop an evaluation mechanism to determine whether the plan is a success or failure.
• Apply the Case Analysis Tool (CAT) to suggest appropriate actions in the presented scenario.

CHAPTER 3 Learning Objectives

• Recognize and describe the volatility of social media posts in times of crisis.
• Identify the most likely social media platforms that people might use to learn about an organizational crisis.
• Distinguish gaps and opportunities for improvement in a crisis communications plan regarding social media.
• Suggest a set of standards for employee behavior related to social media during organizational emergencies.

CHAPTER 4 Learning Objectives

• Discuss the importance of clear communication in emergency preparedness and response planning in any organization or community.
• Explain why staying current in emergency preparedness is so important.
• Identify typical key stakeholder groups in a community crisis and their expected information needs.
• Describe the reasons why some information in a crisis communication response may not be suitable for release.
• Identify ways to respond to misinformation, especially confusion or sensitive information spread by social media. 
• Discuss the importance of simplifying complex information for an uninformed audience by focusing on the most important facts the public needs to know.
• Use a structured, logical approach, such as news conferences or media updates, to keep key stakeholder groups informed in a timely manner during and after a crisis.

CHAPTER 5 Learning Objectives

• Recognize the hazards and ethical dilemma of being unfamiliar with the organization’s product or service offerings when selling them in good faith to key publics.
• Explain the importance of having a plan to effectively address key publics’ concerns about a product, service, product-harm incident, or some aspect of the organization.
• Identify the repercussions of not responding to news media queries about controversial topics such as a product-harm situation.
• Build a strategy for responding to organized backlash online or in person from an organization.

CHAPTER 6 Learning Objectives

• Recognize the role of the public relations practitioner in educating key stakeholders, especially the media, about complex processes and situations.
• Explain how field experience in journalism can be exceptionally helpful for a public relations practitioner in producing earned media pieces.
• Describe the value in building relationship equity over time to foster much-needed trust with news media.
• Explain why respecting a reporter’s deadlines is crucial to clarifying both sides of a situation in public.
• Build a plan to address media queries in as timely a manner as possible.
• Recognize that being available to the media is paramount to reducing widespread reputational damage by correcting misinformation.

CHAPTER 7 Learning Objectives

• Identify what items and costs should be included in inventory and cost of goods sold.
• Account for inventory purchases and sales using both a perpetual and a periodic inventory system.
• Calculate cost of goods sold using the results of an inventory count and understand the impact of errors in ending inventory on reported cost of goods sold.
• Apply the four inventory cost flow alternatives: specific identification, FIFO, LIFO, and average cost.
• Use financial ratios to evaluate a company’s inventory level.

CHAPTER 8 Learning Objectives

• Acknowledge that transparency and truthfulness must be maintained when explaining a situation to key publics.
• Recognize that some situations will characterize your organization as guilty even when it is not.
• Craft messaging that conveys remorse without implying guilt.
• Identify questions a reporter might ask about the details of a crisis and build an FAQ with best answers.
• Realize the importance of using tough questions as an opportunity to at least provide statements about the organizations.
• Realize the importance of building trusting relationships with news media contacts.

CHAPTER 9 Learning Objectives

• Identify the two major categories of long-term operating assets: property, plant, and equipment and intangible assets.
• Record the acquisition of property, plant, and equipment through a simple purchase as well as through a lease, by self-construction, and as part of the purchase of several assets at once.
• Compute straight-line and units-of-production depreciation expense for plant and equipment.
• Record the discarding and selling of property, plant, and equipment.
• Account for the acquisition and amortization of intangible assets and understand the special difficulties associated with accounting for intangibles.

CHAPTER 10 Learning Objectives

• Define the NIMBY attitude and explain why it can be so challenging for public relations practice.
• Identify the research steps needed to clearly understand public perception of the organization and its actions.
• List ways a spokesperson can be flexible in delivering complex messages through multiple channels.
• Develop steps to reach out to key publics in several ways to inform them about issues potentially affecting their health and home.
• Explain why people in an emotional, defensive state of mind may remain unconvinced about the logic of taking certain actions.
• Create a strategy to address area residents’ concerns about actions that are perceived as an environmental hazard.

CHAPTER 11 Learning Objectives

• Explain why a public official must perpetuate a certain image and brand to maintain relationships with key publics.
• Differentiate key decisions a public figure may have to make to minimize damage to reputation in the aftermath of a crisis.
• Correlate the relationship between a public figure and media gatekeepers with successful outcomes in relationship maintenance involving key publics.
• Identify circumstances, by considering elements such as severity of blame and timing, in which taking no immediate action may be the best course for a damaged public figure’s image.
• Apply the Case Analysis Tool (CAT) to suggest appropriate actions (or not taking any actions) to repair a damaged image in the presented scenario.

CHAPTER 12 Learning Objectives

• Discuss the significance of a strong media relations program within an organization’s public relations function.
• Recognize the impact that citizen journalists and underground media have on organizations.
• Explain how ethical expectations apply to both the journalist covering an organization and to the public relations practitioner representing the organization.
• Recognize that internal publics require relationship building, repair, maintenance, and strengthening, just as external and intervening publics do.
• Analyze specific situations to determine the sources of problems, issues, and crises.
• Apply well-researched and well-planned public relations strategies and tactics to solve problems, rectify issues, and minimize and eliminate crises. 

CHAPTER 13 Learning Objectives

• Realize how the proactive nature of the strategic management function of public relations can prevent problems from becoming issues that can become crises.
• Discuss the importance of effective internal and external communication in a school district setting, including in the task of building strong relationships with key publics.
• Recognize that it is crucial to build a strategy to address a potentially damaging situation when proactive policies and procedures fail or are nonexistent.
• Analyze situations to determine which public relations theory organizational leaders should use to address a negative situation.

CHAPTER 14 Learning Objectives

• Recognize the unique demands placed on everyone in a communications role during an emergency that affects nearly the entire community.
• Explain how those involved in crisis response may experience delayed trauma after suppressing their emotions to carry out necessary duties.
• Apply the principles of safeguarding confidences as presented in the PRSA Code of Ethics.
• Identify the specific communication issues that can arise in a crisis where children are involved.

The courseware’s materials make teaching Public Relations Case Studies easier for you and more engaging for students. The following resources are included:

• 12 Case Studies
• 24 lecture slide decks
• 14 lesson plans
• 12 live role-play exercises
• 12 Case Analysis Tool assignments
• “The Rest of the Story!” document that explains how public relations professionals responded to these crises in the real world
• Sample syllabus and course calendars
• Cumulative glossary for student reference
• LMS integration with Stukent platforms

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THE AUTHORS

Photo by Jeremy Reed

Terry l. hapney jr., ph.d..

Terry L. Hapney Jr. has taught JMC 439/539 — Public Relations Case Studies — for 14 years now. He teaches this course as a seminar in which the case study is the primary mode of instruction. Terry’s course has prepped numerous student cohorts in the degree program, earning more than 70 local, state, and regional professional awards from the Public Relations Society of America (PRSA). Using the new courseware, students will work through a series of case problems by writing problem-solutions and making presentations to the class. 

Jason Lovins, Ph.D.

Jason Lovins is an experienced faculty member with a demonstrated history of working in higher education, corporate communications, marketing, and business ownership and management. A managing editor at age 23, a corporate vice president at 25, and an independent business owner in publishing for more than a decade, Jason is skilled in marketing, crisis communications, journalism, media relations, corporate communications, entrepreneurship, and publishing. 

He’s a national and state award-winning PR practitioner with a Ph.D. focused in mass communication and media studies from Ohio University – E.W. Scripps School of Journalism. His dissertation focused on post-crisis business image repair. Jason has more than 35 years of professional work, including more than 5,500 published works in owned, earned, and paid media from the 1980s to the present. He also has experience in course design across multiple modalities.

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These were realistic scenarios that most definitely happen and because we used role-playing, it feels more real-life. I think I can take the skills I developed  Read More... These were realistic scenarios that most definitely happen and because we used role-playing, it feels more real-life. I think I can take the skills I developed here and go out and really apply them.

A lot of other classes in my program were more traditional, and honestly, I don’t remember as much of that material. I remember this because I learned so much  Read More... A lot of other classes in my program were more traditional, and honestly, I don’t remember as much of that material. I remember this because I learned so much more by applying it. It was almost like an internship.

Reading these stories is much more interesting than reading a traditional textbook. It was kind of like reading a novel and then it puts yourself into that situ  Read More... Reading these stories is much more interesting than reading a traditional textbook. It was kind of like reading a novel and then it puts yourself into that situation and having to experience it as if you were there.

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What is a PR Campaign? {And Famous Examples}

Public relations is a critical part of any company, brand, organization, and for public figures. The way PR works is by initiating and releasing campaigns to build the reputation of those entities. But what exactly is a PR campaign? There are many details and features to a successful PR campaign, which need to be considered in order for it to be a hit and meet objectives. In this article, we will go through everything surrounding PR campaigns - from a public relations campaign definition, its aims and goals, the measure of success, and some PR campaign examples, which have stunned the PR stage.

What is a public relations campaign?

A PR campaign can take on different shapes and forms - as a result of the different objectives that brands have.

Essentially, the definition for a PR campaign is a combination or collection of practices that have specific objectives and share the same goals for a business.

Public relations in its meaning is rather self-explanatory. The practice of public relations manages a brand’s reputation - what a brand does, what it says, and what others say about it. PR overlooks the image of the brand, and all values associated with it in the eyes of the public.

A campaign is the action of keeping that reputation, and maintaining a good relation and understanding between the brand and its public. It is not just content that is released to the press. Campaigns have many aspects, including content, public speeches, engagement with the audience, feedback, communication of values, etc.

Public relations specialists take a company’s idea, and expand its application, turning it into a success for the company and for the eyes of the public.

Simply put, a PR campaign is the combination of different practices with specific objectives, which share the same goal and within a fixed time frame.

What are the objectives of a PR campaign?

Despite the different formats that PR campaigns come in, they all have common, or shared, benefits that will positively impact your business.

To begin with, they increase the generated interest in your brand, which in turn opens up more opportunities for development. Consistent campaigns with consistent values are certain to build a sense of loyalty in your customer base, thus impact sales and revenue, and gain the attention of investors.

On a more long lasting note, they establish your brand’s identity (ideas you put forth, values you back up, etc.) and establish your brand in the industry by increasing your credibility. Inevitably, this helps to educate the public about your brand as well as the industry you’re involved in.

Here are some objectives that PR campaigns have in their pursuit of success.

PR campaigns can increase brand awareness

Consumers have an overwhelming choice of content in the form of TV, outdoor, online, and radio ads, so it’s increasingly hard for brands to cut through the noise. PR campaigns focusing on the public will drive awareness and attract stakeholders (customers, the media, and investors). Through well-devised PR campaigns, companies can take their content to the next level and use it to increase online presence and drive traffic. Campaigns can get people genuinely interested in what you say and encourage them to subscribe to your news channel to learn more.

Identify target audience

One of the main objectives of PR campaigns is to target the right people. As with any other company, yours also has a preferred public group that it needs to favor. In this regard, PR campaigns aim to identify the proper target audience for your brand.

This includes categorizing them based on interests, online platforms, social media involvement, timing, etc.

Using data-driven approaches is the most effective method of identifying the perfect target audience for your brand and is a goal for every PR campaign to have the success it aims for.

Raise your brand’s reputation

Reputations are built through effective PR campaigns. A campaign aims to show you enacting your brand’s values and what makes you unique. In other words, to highlight your reputation - what you say and what you are. The purpose is to give people a favorable impression of you and influence people to take positive action surrounding your brand.

Grab the media’s attention

Like it or not, you’ll need to engage in media outreach. A well-run campaign can turn heads and help you stand out. This is one of PR’s ultimate goals. Media attention can amplify your message to the right audiences, letting you be seen by those that matter and giving you credibility. Use for lead generation. A good piece of media coverage will inspire your company's blog and social media channels. Your site's SEO will benefit from all of these factors, too.

Stakeholder relations

PR campaigns can lift you above the pulpit by highlighting why you’re a good investment. Publicizing your company's successes helps generate interest, demonstrates your commitment to your customers, and promotes your brand image. Investors love to see this.

Use press releases, thought leadership, and tailored media engagements to garner attention from future potential venture backers.

To provoke a reaction

PR strategies can create bonds between a brand and its audience. An emotional connection is the holy grail of a PR strategy. People repeatedly use brands they feel connected to and talk about them to friends and online. Brand mentions across social media will reinforce your online presence.

Providng cost-effective marketing

PR goals always has a specific objective and often a given timeline. This is due to KPIs, resource spending, and ROI. This is where PR campaigns come in useful. PR campaigns are a cost-effective way to get your message across. This is because online content can be shared far and wide and stays in the digital universe for a considerable time. You can use content generated from a PR campaign across your channels and use previous campaigns for new creative ideas.

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How to measure the success of a PR campaign?

You might think that measuring the success of a PR campaign is rather difficult since the metrics can be fluid and hard to put into numbers. After all, how do you measure reputation, trust, loyalty, credibility, etc.? There are many different variables in action when it comes to brand awareness and sales growth, which makes it difficult to directly link a company’s success to the promotion of a PR campaign.

There are, however, certain metrics that can tell you how successful your PR campaign is.

PR metrics are a compilation of measurements that indicate the performance of specific PR projects. They are quantifiable, and created with the objective of securing the overall communications goals of these projects.

To put it simply, metrics in the form of numeric values exist that can indicate how successful a PR campaign is, whether business growth is achieved, and the extent of that growth.

But in order to put the theory into practice, we will discuss some metrics that can help visualize the measurement of success. In the following sections, we will provide 7 different metrics for success. These metrics reflect on business performance and growth in relation to a PR campaign that has been released to the public in order to generate positive reputation.

1. Website visitors

A good way to measure the success of a PR campaign is to keep track of the numbers of your website visitors. Depending on the immediate increase or decrease in your website traffic right after a PR campaign’s initiation can be informative about the success in affecting the public with the campaign.

2. Domain authority

Domain authority of a website evaluates the website’s relevance for a specific topic or industry. Search engines calculate your score depending on the likeliness for your website to appear higher in a search engine results page, with an average domain authority being between 40 and 50 . It is a good numerical way to measure the influence your PR campaign has had on the target audience.

3. Engagement

Engagement is rather self-explanatory. The metric tracks how engaged your audience is with your brand and your campaign. It can be identified by the likes, comments, shares, etc. on online posts regarding your company. If that number increases, then your campaign is doing well. Additionally, engagement is evident in the number of people that interact with your contact (divided by the number of total people) as well as organic mentions of your brand.

4. Press articles

The number of press articles your brand secures in media outlets is precious for the success of a PR campaign. Securing publications on various platforms, and by different media outlets and journalists might not have a numeric equivalent. But the mere number of articles in existence can show that a campaign is doing well. After all, an abundance of articles means that the reach is increased and the more people see it, the more likely it is to be engaged.

5. Sales figures

Sales are affected by other variables than just PR campaigns, and can increase or decrease with time. They will certainly not boom overnight, but a steady increase directly after the wrapping of a PR campaign can tell you that people are persuaded by that campaign and it helps guide them in their consumer decisions.

6. Media content evaluation

It is important not only to have a lot of media articles, but also to evaluate their impact. If you have a large number of actionable content, that can benefit your company in a more indirect way. Actionable content is knowledgeable and provides brand awareness, which can affect your target audience in a positive way that can increase sales steadily. Positive content simply increases and betters your brand’s image and reputation. That affects the mindset of potential customers in a way that makes them more affiliated with your brand.

7. Mentions

Mentions include any occasion where your brand is mentioned in the media or online. It is a rather informative and data-driven metric that helps you establish brand visibility. It is a good way to know that your PR campaign is being seen, not only by customers but also journalists, online bloggers, etc. A good way to measure mentions is with software available, e.g. Google Alerts is a good starting point, but there are many other media monitoring tools .

How to create a PR campaign

Which outlets are most appropriate for your needs and to reach your intended audience? Where do they get their information from? What sort of outreach is resonating with them? Research could also involve looking at competitors. Work out how you can differentiate yourselves from them.

You cannot get to your destination if you don’t know what it is. Similarly, you cannot conduct a PR campaign without specified goals. So it's important to set some. These could be any manner of things. Increased sales and higher brand recall to secure ‘x’ investment. The point is it needs to be measurable. How will you know if the campaign is having the desired impact? It’s important to set realistic goals and timeframes.

Remember to stay results driven! A goal can seem abstract and far away. By setting objectives, deliverables, KPIs, and check-in points per goal, you enable yourself to measure progress and performance - a.k.a., determining if the goal/s are going to be met within your set timeframe or if something needs to be altered.

Decide on your audience

One size does not fit all. You may find it helpful to segment your audience based on data. Who is visiting your website? What are your demographics? This can impact your strategies and the type of publications you contact to share your message. Think about it. If you want to advertise a luxury car brand, doing it in an outlet whose readership is mainly students would not be a good investment.

This is where you decide on the tactics. An important part of any PR strategy is knowing how and where to deliver your message. If you scan your environment, you can find suitable inspiration for inserting yourselves into the conversation that aligns with your goals, such as newsjacking or making the most of a current topical discussion to show your relevance and expertise in a given area.

Get started

Time to begin. Whatever tactics you decide on in the above step, it's time to implement them. Make sure you’re on brand with your communications. Don’t hit send without double-checking everything. A typo can undo all the hard work of an otherwise relevant and engaging press release. Don’t fall into the trap of overdoing data usage; fact-check everything.

Follow-up with journalists. Give it 2-3 days before you do so. Ask if they need more information.

If you are unsure how to follow up, check out our guide here for expert tips. Remember that you may need to work a little harder to convince them of the newsworthiness of your content. So be prepared to show them why it is just that.

The moment of truth—time to measure the efficacy of your campaign. Based on the first step, this should now be possible. Check media mentions, social media engagement, sales inquiries, and conversions. Work out what went well and what could be improved. Then, get to work making adjustments.

Remember that point about being results driven? If you had continuous measurement systems in place, the final ‘moment of truth’ shouldn’t come as a surprise to you. You’ll know what to expect from the measured data and how to proceed with your next steps, hopefully without any major shocks.

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Tips for a successful PR campaign

Set clear objectives.

It’s not enough to simply say that PR campaigns have objectives. They also need to be set in stone. A part of the work of PR specialists is to define these objectives. In doing so, aspects that can affect the size of the objectives need to be considered.

For example, restraints on budget and time can be a cause for a more realistic approach. A good PR campaign does not set itself to achieve something impossible but establishes reasonable expectations for its impact.

With the resources each PR team is given, their job is to set clear, reasonable, and achievable goals for the campaign that is in the making.

Analyze context

Analyzing the context in which the campaign will be released is essential to its success. An important objective of that campaign is to analyze the environment. A campaign’s activities vary. It can include working with media outlets and journalists, holding speeches at public events, maintaining reputation, crisis communication , public engagement, etc.

What needs to be assessed is the context in which the campaign will take place. This includes thinking widely about your industry of influence. What are some issues within the industry that you can address or ideas that innovate the field that you can spread? These are the foundations of your PR campaign. The context shapes the type of content the campaign will contain. This is why it’s an important objective to analyze and define the context to have a relevant and successful campaign.

Right place at the right time

The time and place to spread positive information about your company can greatly improve the brand's reputation. Attending events focusing on positive activities is a great opportunity to share how your company has contributed to the industry. Each activity the company has participated in needs to be shared, and an objective of PR campaigns aims to ensure these activities are spread through various channels.

Additionally, it is important to sync your timing with events within the sphere. Holding events right after a major crisis in the field can separate you from the negative associations with that event. Sharing achievements shortly after other news can be beneficial, too. It all comes down to PR specialists maintaining the right timing for the campaign.

Dynamic content

We can use Digital PR for SEO improvement . A good online reputation can get you some strong backlinks . If you stay consistent in your PR performance, it can easily result in obtaining some links from authoritative sites in your industry - Google loves this. When digital PR and SEO work together, your communication goals will be within reach. You must pay attention to the quality of your backlinks- always ensure they are valuable for your business.

Depending on the expectations of your digital PR campaign, the goals you set will either look similar to the above-mentioned or a little different. Overall, no matter the goal, the aim is to grow the business (depending on what that may look like to you) through the power of PR.

10 examples of famous PR campaigns

Of course, we can go on and on about PR campaigns and their objectives. But it is also important to show you some of the most unique and innovative ways that companies and PR teams have found to create PR campaigns.

The following section will introduce you to 10 examples of famous PR campaigns. They have managed to wow the world with their witty innovation and creativity. The successes are mostly due to the professionals in PR, which were able to combine important topics with their brands.

That is mainly why campaigns succeed. They take a social issue, industry issue, or other type of obstruction, raise awareness, and do so in a way that makes them connect to the company initiating that awareness. In doing so, companies cement their values and that they care about the community and the public.

But enough about how it’s done. Let’s get into the most interesting ways PR teams have managed to create campaigns, and see how those campaigns have succeeded in raising awareness, generating a positive reputation, and increasing their growth exponentially.

KFC campaign

KFC’s globally famous slogan “It’s finger licking good” received an increased backlash from the public in the times of the COVID-19 pandemic. The uniqueness in this example is the way the PR team handled the complaints and negative comments.

Instead of replying in a cold manner, generally associated with large corporations, the PR professionals at KFC played around with the slogan to make it a little more interesting. They blurred out the middle words (the source of backlash) in order for the slogan to read “It’s ****** ******* good” as a way to eliminate the negative reactions, while maintaining a harmlessly humorous approach.

The Heart Truth

The Heart Truth campaign launched in 2002 was aimed at spreading awareness about heart disease - the #1 cause of death among women in the US. At the time of the initiative, very few people knew about the dangers and seriousness of the topic.

The campaign (including the word play Heart-Hard) revolved around an evidence-based approach, while still managing to create an emotional connection with women in order to stimulate heart health. In the process, women were exhibited wearing red dresses as a symbol of heart disease and stroke, which should not be associated only with men. In the span of 10 years, approximately $800,000 was generated in addition to the awareness and engagement of women with their healthcare .

Dove’s campaign for real beauty

A research in 2004 showed the heartbreaking results that only 2% of women find themselves beautiful. As a response, Dove initiated a campaign using women who are not professional models, but everyday normal women. The goal was to bring a wider mindset to the idea of beauty standards within society.

The campaign had a huge success in bringing down the huge expectations for beauty, bringing awareness to the public, both in terms of the brand and in terms of the issue at hand. Statistics showed that the annual sales for Dove rose from $2.5 billion to over $4 billion in the first 10 years of the campaign.

Breathless choir

This campaign featured 18 people with breathing difficulties (cystic fibrosis, COPD, asthma). The major company Philips showcased these people getting over their fear to perform The Police song “Every Breath You Take” on stage in New York City.

The focus of the campaign was not just brand awareness, but more importantly awareness about the conditions that people suffer from on a daily basis. Philips had major success when placing people as the real heroes instead of products. They recorded their highest quarterly revenue increase of 14%.

Man lives in IKEA

This breakthrough in PR campaigns was an innovative and fun way to promote a brand’s story. Comedian Mark Malkoff was given the opportunity to live inside an IKEA. He uploaded short episodes of his experience and engaged with customers and IKEA fans alike.

The campaign created a unique and different way to tell the story of IKEA, and in a way that associates IKEA with a home. The campaign’s success was marked by judges of PRWeek, which found it deserving of three awards: Corporate Branding Campaign of the Year, Best Use of Online Media, and Campaign of the Year.

Doritos and the Super Bowl

Doritos had this idea in 2006 to utilize the power of social media to its fullest. They gave the ability for fans to be able to create their own customized Super Bowl ads.

They added a prize of $1 million if an ad were to rank #1 on the USA Today Ad Meter. This fresh and dynamic method to create a PR campaign was a huge success. The idea was to engage the audience as much as possible, making sure that they feel heard. Doritos then reported a 16% rise in sales just the week after the Super Bowl.

Barbie’s new career

The worldwide famous Barbie doll made a hit campaign in 2010 when the company Mattel asked the public to choose her next career after 125 career changes. Millions of people voted for a geeky barbie that had the profession of Computer Engineer. It was an innovative and new idea at the time, which supported the growing movement to empower girls, and added it to every girl’s most favorite and lovable doll.

The campaign increased brand awareness, as well as awareness for women being underrepresented in many careers at the time. It reached out to girls globally, and spread a positive message that they can be whatever they want.

Small business Saturday

In 2010, American Express had this idea to launch a campaign called Small Business Saturday. In practice, the company supplied 200,000 cardholders with $25 and simultaneously gave small businesses the opportunity to promote their company.

In collaboration with Facebook, the company showed that a large corporation can be locally beneficial.

The success was marked with public opinions stating that Small Business Saturday greatly improved the community and had a positive impact on small businesses. 90% of consumers were satisfied with the campaign and its effect.

Back to the start

Chipotle launched its first national TV ad in a unique and innovative way. It created a short animated film about a farmer who realizes he should farm with more sustainable and ethical methods.

The campaign brought awareness to the food production industry, as it preached that integrity and morals are essential to the practice of serving food. They did so in a fun way, and even featured Coldplay’s “The Scientist” to engage the public with entertaining and relatable content.

Mission to the edge of space

For the year 2012, Red Bull Stratos launched a very peculiar campaign. Instead of saying they launched a campaign, it is more accurate to say that they launched a helium balloon, because they did. Austrian skydiver Felix Baumgartner jumped from the balloon from a height of 127,852 feet.

This campaign was groundbreaking (no pun intended) as the skydiver became the first person to break the sound barrier in freefall.

The success of the campaign was marked when 8.3 million people watched this event live on YouTube, and Red Bull sales increased by 7% in the following six months. They generated $1.6 billion, marking the undoubted success of the campaign.

Now that you have a PR campaign definition, and are more familiar with PR campaigns, and seen some famous pr campaigns, and learned why they are important for the success of your business, it is safe to say that you would need one to craft the perfect campaign for you.

Even though we showed you the importance of PR campaigns, and all the details surrounding one, it is worthwhile to have experts guide you on your way to generate your reputation.

Campaigns are a steady process, with a lot of consistency, thought, and creativity put into them, and each is unique in its own way.

The perfect campaign for your company is the one that will be tailored to match your aims and objectives, your company’s visions and values, and the audience that you desire to reach.

Lastly, consider PRLab on your journey to set yourself on the map and apart from your competition, as you become an innovative and progressive thought leader in the industry you want to impact.

What makes PR Campaigns different at PRLab?

At PRLab, we pride ourselves on crafting PR campaigns that defy convention and deliver exceptional results. Our approach goes beyond the traditional playbook, blending creativity, data-driven insights, and a relentless pursuit of innovation to create campaigns that leave a lasting impact.

Strategic storytelling

Central to our approach is the art of strategic storytelling. We don't just disseminate information; we craft narratives that resonate deeply with our target audience. By understanding the unique essence of each brand, we unearth compelling stories that captivate, inspire, and drive action. Whether it's through captivating visuals, emotive messaging, or immersive experiences, our PR campaigns are designed to leave a lasting impression.

Integrated approach

Unlike traditional PR agencies, we take an integrated approach to campaign planning and execution. We seamlessly integrate earned media, owned media, and paid media strategies to amplify our reach and maximize impact. From securing media coverage to leveraging social media platforms and influencer partnerships, every element of our campaign is strategically coordinated to ensure cohesive messaging and maximum visibility.

Data-driven decision making

At PRLab, data isn't just an afterthought; it's the cornerstone of our strategy. We leverage robust analytics and insights to inform every aspect of our PR campaigns, from audience targeting to message optimization. By harnessing the power of data, we continuously refine and optimize our approach, ensuring that our campaigns deliver measurable results and drive tangible business outcomes.

Agility and adaptability

In today's rapidly evolving media landscape, agility is key to success. Our team at PRLab is agile, adaptable, and always one step ahead. We stay abreast of emerging trends, anticipate shifts in consumer behavior, and pivot our strategies accordingly to ensure our campaigns remain relevant and impactful in an ever-changing world.

Looking at our client, Smart Robotics

One unique aspect of Smart Robotics' approach to PR campaigns with PRLab is their commitment to strategic storytelling. They understand that effective communication goes beyond simply sharing information – it's about crafting narratives that deeply resonate with their audience. By uncovering the authentic essence of the brand, Smart Robotics develops compelling stories that captivate, inspire, and drive action.

In addition to traditional PR channels, Smart Robotics recognizes the integral role of LinkedIn thought leadership in their overall strategy. Through thought-provoking content and engaging interactions on LinkedIn, they position themselves as industry leaders, build credibility, and establish meaningful connections with their audience. By leveraging LinkedIn as a platform for sharing insights and expertise, Smart Robotics strengthens their brand presence and enhances their overall PR efforts.

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[Case Study] Messaging & Media Relations for an Award-Winning IPO – Livongo

MARCH 11, 2020

Download this case study to learn how Livongo: . How Livongo tracked, measured and reported on the success of their IPO- related content. And, how Livongo leveraged their successful IPO to win multiple PR and media relations awards, including being named a SABRE award finalist. Complete Form To Learn More.

How SaaS companies are using case studies to drive results [benchmarks]

Sword and the Script

AUGUST 8, 2023

SaaS companies have an average of 38 active cases studies that are between 500-1,000 words in both HTML and PDF format; here’s how they incentives customers, sales and customer success to solicit new case studies Case studies are a pillar of B2B marketing, particularly in technology circles like software-as-a-service (SaaS).

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ImPRessions - Crenshaw Communications

Messaging & Media Relations for an Award-Winning IPO – Livongo

Download this case study to learn how Livongo: . How Livongo tracked, measured and reported on the success of their IPO- related content. And, how Livongo leveraged their successful IPO to win multiple PR and media relations awards, including being named a SABRE award finalist.

What You Need to Know About Media Relations Today

OCTOBER 4, 2021

With PRSA’s Media Relations Certificate Program , senior-level PR and communication professionals will learn to develop media relations campaigns that evoke emotion, inspire change and position organizations as market leaders. When developing media campaigns, what common mistakes do organizations make?

The importance of case studies

The Stalwart Blog

SEPTEMBER 23, 2016

One of the greatest resources our company’s website offers prospective clients that truly showcases our experience is our case studies . Some have argued that case studies are often more effective than brochures and traditional sales collateral. Here is a recent case study created on client Higgs Fletcher & Mack.

WaddsCon call for speakers: innovation and excellence in media relations

Stephen Waddington

JANUARY 9, 2022

We’re looking for original speakers for a series of practical events focused on innovation and excellence in media relations . COVID-19 has impacted how public relations practitioners work with journalists. If you’ve got a case study , examples of best practice, innovation, or favourite tools, we would love to have you involved.

Crisis Management 101: Shark Week Case Study, Pt. 1

Shift Communications

JULY 19, 2017

This series will touch briefly on the following offerings/capabilities from SHIFT’s PR, marketing tech and creative services teams: Media monitoring. Media training. Owned media /messaging. Media relations . Social media management. Paid media and syndication. Sentiment/tone analysis. Email marketing.

3 Cases Studies of Augmented Reality in B2B Marketing [UML]

JANUARY 20, 2018

This week’s Unscripted Marketing links [UML] reviews three case studies of AR in B2B organizations. The case study says, “Cisco worked with Kaon Interactive to develop a visually engaging 3D interactive product catalogue…to give buyers an even more immersive and detailed experience.” (sic). Give our services a try.

A Case Study: Orchestrating a Harmonious Message

Waxing UnLyrical

MAY 2, 2019

With 25 employees and offices in Columbus and Chicago, Geben was named the national media relations agency of the year (Ragan/PR Daily) and a top 10 agency for startups (Agency Post). The post A Case Study : Orchestrating a Harmonious Message appeared first on Shonali Burke Consulting.

Why The Equilar Communications Team Moved from Cision to Onclusive Pro

FEBRUARY 24, 2021

Download this case study to learn: How Equilar comprehensively summarized their media performance through the implementation of Onclusive dashboards How Onclusive’s automated reports saved them hours of manual work, enabling them to focus more on their communications strategy How Equilar is now able to target reporters for media relations , broadening (..)

Media relations is thriving

DECEMBER 5, 2018

Media relations remains an important part of the execution of a public relations campaign alongside paid, shared and owned media . Much of the modern public relations business grew up out of media relations and publicity, rooted in storytelling and editorial engagement.

Monday Roundup: Integrated Communication Case Studies

JUNE 6, 2016

With the media landscape morphing as rapidly and dramatically as it does today, brands know that integrated communication strategies have a greater chance of success. This week, we feature seven such case studies from both sides of the pond. Integrated Marketing Communications Case Study : City of Hope .

Case Study: Amplify Media Relations with Paid Social Advertising

MARCH 29, 2016

Media relations has always been a powerful tool for communicating key messages. It used to be that we’d work, work, work to secure the media placement and then move on. The post Case Study : Amplify Media Relations with Paid Social Advertising appeared first on prTini. Photo credit: Pixabay.com.

How Speaking Opportunities Support B2B Companies

JULY 14, 2021

To win an industry software product award, you must show how the SaaS has performed in the real world using the case of an actual user, via the case study narrative. Generate case study content. Most winning award entries require a client case study that includes quantifiable success metrics.

5 Ways PR Supports Content Marketing

NOVEMBER 9, 2021

It’s a matter of identifying key findings, building a report or release, and planning media outreach to support key insights. Case studies . Case studies are a great customer reference and sales tool for any growing company. They can also be a key PR asset.

Is Media Relations Getting Harder?

MARCH 27, 2018

Do you feel like media relations getting harder? The survey found more than half (51%) said media relations is getting harder. The survey found more than half (51%) said media relations is getting harder. 3 More Reasons Media Relations is Harder. Also, see these related posts.

No News, No Problem: How to Keep a Steady Media Relations Drumbeat

OCTOBER 6, 2017

Here are a few of the ways our team keeps a steady media relations drumbeat all year long. Or, use that speaking abstract you wrote for last year’s SXSW and update it for a byline or case study . Those sluggish times—albeit frustrating—provide a perfect opportunity, however, to get scrappy and creative for your clients.

4 ways PR can help bootstrapped SaaS startups to win customers

Agility PR Solutions

JUNE 15, 2023

Integrating SaaS PR tactics like sharing press releases, building media relations , conducting case studies , hosting webinars and podcasts, and newsjacking can work wonders for bootstrapped SaaS […] The post 4 ways PR can help bootstrapped SaaS startups to win customers appeared first on Agility PR Solutions.

Wanted: Senior Account Executive

MAY 13, 2021

Here’s what you’ll be doing: -Manage team workflow and take ownership of account work while driving consistent media results. Create and develop media materials – press kits, press releases, bylined articles, media alerts, fact sheets, bios, case studies and backgrounders.

Media relations is getting harder…much harder (but here’s a few tips for how you can get more stories placed)

Communications Conversations

OCTOBER 15, 2019

This just in: media relations is getting tougher. Consider the following: Demand for media attention is high: Most top-tier writers now receive 100, 250 or 500 pitches a week for 5 story spots. Media is outnumbered: PR Pros now outnumber journalists by a factor of 6 to 1. Lean on trends, research and case studies .

Now Hiring: Assistant Account Executive

-Build relationships with key members of media and proactively pitch targeted outlets, including broadcast, print and new media . Write and edit media materials, including media alerts, fact sheets, bios, and case studies . Daily client communication to update, report on and discuss media relations .

5 Pitch Ideas For PR Pros When There Is No News

AUGUST 30, 2021

Often companies have surveys or case studies that contain great data points. When pitching case studies , it is important to offer a spokesperson from both the customer organization and the one that offers the product or service. Data points drive press.

Addressing The “Scaries” In Ad Tech

OCTOBER 26, 2021

Promote case studies of the incredible work you’ve done with your identifier or new contextual solutions. Media want to see what is getting results, and who offers innovative solutions. Marketers and publishers are right to fear the decline of cookies, but again, it’s another opportunity to shine.

Mastering B2B Tech PR: Strategies for Effective Communication

MARCH 26, 2024

Case studies , research findings, and industry benchmarks lend credibility and showcase the solution’s effectiveness. Media relations Stay ahead of the game by connecting with the media . Opt for clear, concise language that gets the essence of the tech across without compromising accuracy.

The public relations management gap

JANUARY 22, 2023

Almost every aspect of management has a requirement for public relations , managers have no preparation for working in the public sphere or managing relationships, and public relations is typically viewed as a promotional activity and a function of marketing or media relations management.

What is Technology PR?

JANUARY 31, 2024

It encompasses strategic communication to build and maintain positive relationships with the media , stakeholders, and the general public. Media Relations : Establishes and maintains relationships with journalists and influencers to secure media coverage and positive exposure for the tech brand.

Boost Your Brand’s Appetite: How to Find the Perfect Food PR Agency

Prohibition

JULY 7, 2023

By leveraging various PR tactics such as media relations , influencer partnerships , and event marketing , food and beverage businesses can effectively communicate their brand story, values, and offerings to the right audience. They can develop crisis communication plans, manage media relations , and help protect a brands reputation.

How To Run A Status Call Like A Boss: PR Tips

OCTOBER 26, 2022

If a brand is new to PR or unfamiliar with the ins-and-outs of media relations , it’s time to walk through key items like announcement strategies, timelines and anticipated results. hirings, product news, or case studies ) that can be used to create news. Make the agenda tight, but not too tight. Showcase your offerings.

Strategies for collaborating with marketing

JUNE 23, 2022

Communicators can offer data from media monitoring, social listening, media relations and campaign measurement, while marketers can contribute the results of focus groups, customer surveys, promotions and other tactical activity.

Blogging Tips for PR Pros

Deirdre Breakenridge

MAY 23, 2017

Turn Your Case Studies Into Content. This is a huge time saver too because you probably wrote their media talking points or press materials. Then, when you need a great case study for a new client, you can point them to your blog posts. Maris Callahan is the director of public relations for Donuts Inc.

PR Tips On “Closing The Deal”

AUGUST 5, 2020

PR agencies always include case studies for this reason. Examples are very powerful in any sales situation. Rather than tell your audience what a fine partner you’ll make, illustrate it with actual anecdotes and experiences.

The Difference Between PR and Media Relations + Other Links You Might Have Missed (The Weekly Cocktail)

SEPTEMBER 5, 2014

. 30 Little-Known Features of the Social Media Sites You Use Every Day. Why Public Relations and Media Relations Don’t Mean the Same Thing Anymore. Want more PR case studies delivered directly to your inbox? Public Relations ' Instagram’s #Hyperlapse Racks Up 119k Posts in First Week.

5 media-training takeaways from the Democratic Debate

SEPTEMBER 15, 2019

Regardless of political affiliation or which presidential candidate you support, Thursday’s Democratic Debate was a case study in stage presence. The post 5 media -training takeaways from the Democratic Debate appeared first on Agility PR Solutions.

Managing Reputation: The Importance of Public Relations for Real Estate Companies

Victorious PR

FEBRUARY 4, 2023

Media Relations One of the most important aspects of public relations for real estate companies is in coordination with the media . A successful media relations strategy includes developing relationships with key journalists, responding to inquiries and criticism, and proactively pitching stories.

Can a PR Software Vendor Provide “Guaranteed” Editorial Placements? [PR Tech Sum]

MARCH 1, 2022

One thing that separates PR, and specifically media relations , from marketing and advertising is third-party validation: there’s nothing you can say about yourself that’s as powerful as someone else saying it about you. Meltwater case study . Muck Rack case study . Million and Eyes the U.S.

The Value of Strategic Communications in the PRSA MBA/Business School Program

NOVEMBER 2, 2017

Ongoing research on the student experience with the PRSA MBA/Business School Program course shows that the skills learned and the cases studied have had a positive impact; students report that they are applying the lessons in the workplace. She is a public affairs and media consultant based in Washington, D.C.

A quick look back at 18 PR statistics summarizing the profession in 2023

DECEMBER 19, 2023

Press releases, abstracts and pitches – in that order “The content journalists are most likely to use media releases (59%),” according to Burrelles. Next is article abstracts or story pitches (13%), press kits (9%), contributed article by a subject matter expert (6%), and case studies (5%).”

5 Ways to Turn a Failed Sell In Around

The Resolution Blog

NOVEMBER 30, 2018

Bring the Story to Life Case studies help people put themselves into a story and showcase real-life results. If you need a chunk of time from your case study , be prepared to pay them for it. If so, can you change it so it sounds less branded? If you have followed the above and you are still not getting anywhere?—?try

A changing landscape: Building reputations amid shrinking media pools 

PR in High Definition

JUNE 28, 2022

But there are numerous other ways to shape an organisation’s reputation, aside from media relations . Here’s just a few ways: Website content : This encapsulates a lot – resources such as blogs, customer case studies and testimonials, and the quality of the copy across a company’s site.

How to Improve Your Media Coverage

The Proactive Report

JANUARY 21, 2017

Media Relations is a core part of PR and can be one of the trickiest. It is, after all, called Media Relations . It is, after all, called Media Relations . The media is under pressure – they need more content, they have a minute-by-minute deadline now. What’s the secret?

PR Advantages of Pitching Trade Press

MAY 22, 2018

B2B can leverage trade outlet coverage by repurposing it into owned media , as well as in case studies , white papers, webinars, and pitches to bigger outlets. They dig online for data sheets, case studies , reviews, analyst reports, and white papers – much of which can be found in trade journals.

Public Relations in Marketing

PR for Anyone

NOVEMBER 11, 2021

Public Relations can come in many forms but for this post, let’s focus on media relations , community relations , online and social media . Media Relations . Do your homework on which media outlet is best for your product, service or brand and find the journalist(s) who cover your topic.

The 22 Responsibilities of PR and What They Entail

NOVEMBER 8, 2023

Earned Media & Media Relations In the old days, sending out press releases and then managing a Rolodex of media contacts could help PR pros to land earned media . Today, landing earned media in publications that resonate with target audiences is only one small part of the earned- media mix.

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DePaul University Newsline > Sections > Campus and Community > Public relations students earn 2nd place in global Page Case Study Competition

Public relations students earn 2nd place in global Page Case Study Competition

By Paige Gilberg / April 22, 2024 / Posted in: CAMPUS AND COMMUNITY / Twitter / Facebook