pr case study format

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.

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

What you need to know to write a client case study that counts

by John McCartney | Jun 22, 2023 | Public Relations

In public relations and marketing, client case studies are a powerful tool. They’re a critical way for PR agencies and brands to demonstrate their value in a specific way that readers can grasp.

Case studies are crucial in PR agencies’ efforts to showcase their expertise, build trust, educate clients and industry professionals, differentiate from competitors, inspire creativity, and foster internal learning and development. They are powerful tools for demonstrating the value and impact of PR activities and driving business growth.

I’ve spoken about the importance of storytelling in PR; at the most basic level, a case study is an extension of this idea. It’s a narrative, albeit one with a unique structure, format, and intended purpose. 

In this article, I’ll provide my perspective on effective case study structure, essential elements to include, and the many doors an excellent case study can open for your agency or brand. 

The structure

First, there’s no surer way to lose your audience than to make your case study too long. Your goal should be to hit on all the critical information in as few words as possible. A case study should fit onto a single PowerPoint slide. If you find yours extending to three or four slides or beyond, it’s time to get more compact.

While there is some room for variation, a case study should generally follow a three-part framework:

• Challenge : This section outlines the client’s difficulties or obstacles, setting the stage for the rest of the narrative. It also provides context and helps the reader understand why a PR campaign was necessary for the goal the client aimed to carry out. It should include some brief background on the client and explore internal and external factors contributing to the problem they sought to solve.
• Strategy : The Strategy section is the meat of the case study, providing you the space to outline the specific approaches and tactics you’ve taken to address the challenge you described in the previous section. It should accomplish two overarching goals: showcasing the thought process behind your PR campaign and demonstrating your agency’s expertise. It’s crucial to touch on the campaign’s key message and specific media relations strategies you used, including thought leadership and industry engagement. Finally, the Strategy section should briefly outline the plan for measuring the success of your campaign, setting the stage for the last area of your case study.
• Results : To cap off your case study on a concrete note, the Results section should highlight the outcomes of your campaign. If possible, it should include quantifiable metrics that paint a picture of your campaign’s reach and impact on your case study subject—for example, growth in web traffic, social media engagement numbers, or sales figures. It should also delve into earned media coverage and include details such as the number of media mentions, the reach and circulation of the publications or outlets, and the overall visibility generated.

Remember that only some cases study will follow this structure down to the letter. You may use different terminology or break one of these sections into subsections. But your case study should hit on these three components in one way or another. Like many stories that benefit from a three-act structure, case studies draw their power from following this three-part framework.

The essential elements

With our three-part framework in mind, we have the template for our case study to tell a powerful story. But this is only the beginning. For our case study to pop, we need to include a few key elements.

• Quantitative data : Hard numbers are a must-have for any case study if you can access them. With statistics and data points such as a sales uptick, growth in traffic, or a boost in online engagement, you can provide evidence of success and verifiably show the impact of your PR efforts. Quantitative data also allows for comparisons, benchmarking, and informed decision-making. It enables you to evaluate ROI and identify areas for improvement. When communicating with potential new clients, numbers act as a common language, making conveying the value and significance of your PR work easier. If you don’t have any quantitative data for your case study, include plenty of qualitative data (for instance, excerpts from media coverage or social listening analysis.)
• Creative ideas : Hard data on your PR campaign’s execution is vital, but your case study should touch on ideation, too. The Strategy section is a perfect place to do so. What creative ideas did your team create to help your client achieve their goals? How does that creativity set you apart from other agencies? Potential clients will be very interested in the answers to these questions. Providing a window into a cutting-edge campaign goes a long way toward building trust.
• Client touchpoints : Your case study should amplify the client-focused nature of your PR work and reinforce your ability to deliver exceptional results. Calling out client communications throughout your campaign is a great way to do that. By explicitly mentioning meetings, consultations, and communications, you emphasize your PR services’ personalized attention and collaborative nature. You also add credibility by illustrating hands-on involvement and a willingness to adopt tailored strategies employed throughout the engagement.
• Client testimonials : At Jmac, we’ve touched on the importance of using testimonials in your marketing strategy, and that goes for case studies, too. No matter how well you articulate the positive impact of your PR services, there’s no substitute for a firsthand account. Testimonials offer insights into the client’s experience, showcasing the direct effects of your expertise, professionalism, and results. They also humanize your PR work, allowing potential clients to relate to actual people from whom you’ve benefited. Even a one-sentence quote can make a strong case for the value of your services.

The benefits

A robust case study is a powerful tool to showcase your company’s narrative and mission. You can effectively communicate your brand story and the values that drive your organization by highlighting the strategic thinking, creative ideas, and impactful results achieved through your PR campaigns. Case studies also help attract new clients by showcasing your past work and demonstrating your value. Prospective clients can see tangible evidence of your expertise, success stories, and your positive impact on previous clients. Finally, PR case studies are crucial in pitching campaigns for PR awards. They provide needed evidence to support your entries, increasing your chances of recognition and industry accolades. 

As you create your next case study, remember all the elements we’ve discussed here, but remember that there’s no one-size-fits-all approach to PR services. Finding a method that works for you and reflects what makes your services unique is critical. But once you master the art of the case study, however it may look for you, you’ll be well on your way to new clients and new horizons for your business.

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Mastering The Art Of Crafting Pr Case Studies: A Step-By-Step Guide

Public Relations (PR) case studies are an essential tool for showcasing success and demonstrating the impact of PR strategies and campaigns. They provide valuable insights into the effectiveness of PR efforts and serve as a powerful way to communicate the value of PR to clients, stakeholders, and the wider industry. In this step-by-step guide, we will explore the process of crafting compelling PR case studies that effectively highlight achievements and drive results.

Table of Contents

Importance of PR Case Studies in Showcasing Success

PR case studies play a crucial role in demonstrating the success of PR campaigns. They provide tangible evidence of the impact of PR strategies, showcasing how they have helped organizations achieve their goals and objectives. By presenting real-life examples of PR success, case studies offer credibility and build trust with potential clients or stakeholders.

Moreover, PR case studies serve as a valuable tool for learning and improvement. By analyzing successful PR campaigns, professionals can gain insights into effective strategies, tactics, and execution. This knowledge can then be applied to future PR initiatives, leading to continuous improvement and better results.

Overview of the Step-by-Step Guide

This step-by-step guide will walk you through the process of creating impactful PR case studies. From selecting the right case study to promoting and sharing it, each step is designed to help you craft compelling narratives that effectively communicate the value of your PR efforts. Here is an overview of the steps we will cover:

• Selecting the Right Case Study : Identify a compelling story and choose a relevant and relatable case study.
• Gathering Information and Research : Conduct interviews with key stakeholders, collect data and statistics, and analyze the target audience and their needs.
• Structuring the Case Study : Set the context and problem statement in the introduction, present the strategy, tactics, and execution in the body, and highlight the outcomes and impact in the results section.
• Writing the Case Study : Use a storytelling approach, incorporate quotes and testimonials, and ensure clarity and brevity.
• Designing the Case Study : Choose an appealing layout and format, incorporate visuals and infographics, and ensure consistency with branding.
• Reviewing and Editing : Proofread for grammar and spelling errors, ensure accuracy of information, and seek feedback from colleagues or clients.
• Promoting and Sharing the Case Study : Leverage social media platforms, pitch the case study to relevant publications, and utilize email marketing and newsletters.

By following these steps, you will be able to create compelling PR case studies that effectively showcase your success and drive results. Remember, continuous improvement and learning are key to mastering the art of crafting PR case studies. In the next section, we will dive into the first step: selecting the right case study.

Step 1: Selecting the Right Case Study

When it comes to showcasing success in public relations (PR), case studies play a crucial role. They provide tangible evidence of the effectiveness of PR strategies and tactics, helping businesses build credibility and attract potential clients or customers. However, not all case studies are created equal. To make the most impact, it is essential to select the right case study. Here are the key steps to follow:

Identifying a Compelling Story

The first step in selecting the right case study is to identify a compelling story . Look for a PR campaign or project that had a significant impact on the client or organization. It could be a successful product launch, a crisis management situation, or a community engagement initiative. The story should be interesting, unique, and have a clear narrative that can captivate the audience.

To identify a compelling story, consider the following questions:

• What challenges did the client or organization face?
• What strategies and tactics were employed to overcome these challenges?
• What were the outcomes and impact of the PR campaign?

By answering these questions, you can identify a case study that has the potential to engage and inspire your target audience.

Choosing a Relevant and Relatable Case Study

Once you have identified a compelling story, the next step is to choose a relevant and relatable case study. Consider your target audience and their specific needs and interests. Select a case study that aligns with their industry, challenges, or goals. This will make the case study more relatable and increase its impact.

Additionally, consider the credibility of the case study. Choose a case study that involves a well-known client or organization, as this can enhance the credibility and trustworthiness of the PR campaign.

To ensure the case study is relevant and relatable, consider the following factors:

• Industry: Does the case study align with your target audience’s industry?
• Challenges: Does the case study address challenges that your target audience can relate to?
• Goals: Does the case study demonstrate how PR strategies can help achieve specific goals?

By choosing a relevant and relatable case study, you can effectively communicate the value of PR and its potential impact on your target audience.

In conclusion, selecting the right case study is crucial in showcasing the success of PR campaigns. By identifying a compelling story and choosing a relevant and relatable case study, you can create a powerful narrative that resonates with your target audience. Remember, the goal is to demonstrate the effectiveness of PR strategies and tactics, ultimately attracting potential clients or customers.

Step 2: Gathering Information and Research

In the process of crafting a PR case study, gathering information and conducting thorough research is a crucial step. This step ensures that you have all the necessary data and insights to create a compelling and impactful case study. Here are some key aspects to consider during this stage:

Conducting interviews with key stakeholders

To gather valuable information for your case study, it is essential to interview key stakeholders involved in the project or campaign. These stakeholders may include clients, team members, or even customers who have benefited from the PR efforts. Conducting interviews allows you to gain firsthand insights and perspectives, which can add depth and authenticity to your case study.

During the interviews, make sure to ask relevant questions that delve into the challenges, strategies, and outcomes of the PR campaign. This will help you gather specific details and anecdotes that can be used to illustrate the success of the project. Additionally, encourage interviewees to share their personal experiences and emotions related to the campaign, as this can make the case study more relatable and engaging.

Collecting data and statistics

In addition to interviews, collecting data and statistics is essential to support the claims and achievements mentioned in your case study. This data can include metrics such as website traffic, social media engagement, lead generation, or any other relevant performance indicators.

To gather accurate data, it is important to use reliable sources such as analytics tools, CRM systems, or surveys. Ensure that the data you collect is up-to-date and relevant to the PR campaign being showcased. Presenting concrete numbers and statistics adds credibility to your case study and helps readers understand the tangible impact of the PR efforts.

Analyzing the target audience and their needs

To create a case study that resonates with your target audience, it is crucial to analyze their needs and preferences . Understanding your audience will help you tailor your case study to address their pain points and demonstrate how your PR strategies can provide solutions.

Start by identifying the demographics, interests, and challenges of your target audience. This can be done through market research, customer surveys, or analyzing existing customer data. Once you have a clear understanding of your audience, you can craft your case study in a way that speaks directly to their needs and aspirations.

By gathering information and conducting thorough research, you lay the foundation for a compelling and impactful PR case study. The insights gained from interviews, data collection, and audience analysis will help you create a case study that is not only informative but also resonates with your target audience. Remember, the success of your case study lies in the depth and accuracy of the information you gather during this crucial step.

Step 3: Structuring the Case Study

Structuring a case study is crucial to effectively communicate the context, strategy, execution, and results of a PR campaign. By following a well-defined structure, you can ensure that your case study is organized, easy to follow, and impactful. In this step, we will explore the key components of structuring a compelling case study.

The introduction of your case study should provide a brief overview of the client or organization you worked with and the problem they were facing. This is your opportunity to grab the reader’s attention and set the stage for the rest of the case study . Clearly state the challenge or issue that needed to be addressed, emphasizing its significance and impact on the client’s business.

To make the introduction more engaging, consider incorporating a compelling anecdote or statistic that highlights the urgency or importance of the problem. This will help captivate the reader and make them eager to learn more about your solution .

Body: Presenting the Strategy, Tactics, and Execution

The body of the case study is where you delve into the details of your PR campaign. This is where you showcase your expertise and demonstrate how you tackled the problem . Break down the strategy, tactics, and execution in a clear and concise manner.

Start by explaining the approach you took to address the problem. Describe the key strategies you employed and the rationale behind them. Highlight any unique or innovative tactics that were used . This will help the reader understand the thought process behind your decisions and appreciate your expertise.

Next, provide a step-by-step account of how you executed the campaign. Include specific actions taken, such as media outreach, content creation, or event planning . Be sure to mention any challenges or obstacles you encountered along the way and how you overcame them. This will demonstrate your problem-solving skills and resilience.

Results: Highlighting the Outcomes and Impact

The results section is where you showcase the outcomes and impact of your PR campaign. This is the most crucial part of the case study, as it demonstrates the effectiveness of your efforts . Present the data and statistics that illustrate the success of your campaign.

Include metrics such as increased brand visibility, website traffic, social media engagement, or sales growth. Use charts, graphs, or infographics to visually represent the data . This will make it easier for the reader to grasp the magnitude of your achievements.

In addition to quantitative results, consider including qualitative feedback from the client or key stakeholders. Incorporate quotes or testimonials that highlight the positive impact your campaign had on the client’s business . This will add credibility to your case study and provide a human element to the success story.

Structuring your case study effectively is essential to ensure that your message is conveyed clearly and persuasively. By following the steps outlined in this guide, you can create a compelling case study that showcases your PR success. Remember to adapt the structure to fit the unique needs and goals of each case study you create.

Step 4: Writing the Case Study

Writing a compelling and effective case study is crucial in showcasing the success of your PR efforts. It allows you to present your strategy, tactics, and execution in a way that resonates with your target audience. Here are some key steps to follow when writing a PR case study:

Using a storytelling approach

Storytelling is a powerful tool that can captivate your readers and make your case study more engaging. Instead of simply presenting facts and figures, weave a narrative that highlights the challenges faced, the strategies employed, and the ultimate success achieved. This will help your audience connect with the story on a deeper level and understand the impact of your PR efforts.

Incorporating quotes and testimonials

Including quotes and testimonials from key stakeholders adds credibility and authenticity to your case study. These firsthand accounts provide insights into the thought process, decision-making, and experiences of those involved. Quotes and testimonials can be used to highlight the challenges faced, the effectiveness of the strategies implemented, and the positive outcomes achieved. They serve as powerful endorsements and can help build trust with your audience.

Ensuring clarity and brevity

When writing a case study, it’s important to ensure clarity and brevity . Use clear and concise language to convey your message effectively. Avoid jargon and technical terms that may confuse your readers. Break down complex concepts into simple, easy-to-understand explanations. Keep your sentences and paragraphs short to maintain the reader’s attention. Use bullet points or numbered lists to highlight key points and make the information more digestible.

Remember, the goal of a case study is to present your PR success in a way that is easily understood and relatable to your target audience. By using a storytelling approach, incorporating quotes and testimonials, and ensuring clarity and brevity, you can create a compelling case study that effectively communicates the value of your PR efforts.

In the next step, we will discuss how to design your case study to make it visually appealing and engaging.

Step 5: Designing the Case Study

Designing the case study is a crucial step in creating a compelling and visually appealing document that effectively communicates your PR success. A well-designed case study not only enhances the overall presentation but also helps to engage and captivate your audience. Here are some key considerations for designing your case study:

Choosing an appealing layout and format

The layout and format of your case study play a significant role in grabbing the attention of your readers. Select a clean and professional layout that is easy to navigate and visually appealing. Consider using a consistent color scheme and typography that aligns with your brand identity. This will help to create a cohesive and polished look throughout the document.

Incorporating visuals and infographics

Visual elements are powerful tools for conveying information and making your case study more engaging. Include relevant images, charts, graphs, and infographics to illustrate key data and statistics. Visuals not only break up the text but also help to communicate complex information in a more digestible and visually appealing manner. Be sure to use high-quality visuals that are clear and easy to understand.

Ensuring consistency with branding

Maintaining consistency with your brand identity is essential in creating a professional and cohesive case study. Incorporate your brand colors, logo, and typography throughout the document to reinforce your brand image. Consistency in branding helps to establish credibility and reinforces your company’s identity. Ensure that the design elements align with your overall brand guidelines to create a cohesive and visually appealing case study.

Remember, the design of your case study should complement the content and enhance the overall message you want to convey. A well-designed case study not only captures the attention of your audience but also helps to communicate your PR success effectively.

By following these design considerations, you can create a visually appealing and engaging case study that effectively showcases your PR achievements. Remember to choose an appealing layout, incorporate visuals and infographics, and maintain consistency with your branding. A well-designed case study will not only captivate your audience but also leave a lasting impression of your PR success.

Step 6: Reviewing and Editing

Once you have written the case study, it is crucial to review and edit it thoroughly before finalizing it for publication. This step ensures that your case study is polished, error-free, and effectively communicates your message. Here are some key aspects to consider during the reviewing and editing process:

Proofreading for grammar and spelling errors

One of the most important aspects of reviewing and editing is to carefully proofread your case study for any grammar or spelling errors. These errors can undermine the credibility of your work and distract the reader from the main message. Use grammar and spell-check tools to identify and correct any mistakes. Additionally, read the case study aloud to catch any awkward phrasing or unclear sentences.

Ensuring accuracy of information

During the reviewing process, it is essential to verify the accuracy of the information presented in your case study. Double-check all the facts, figures, and statistics to ensure they are correct and up-to-date. If possible, consult with the key stakeholders or subject matter experts involved in the case study to validate the information. Inaccurate data can undermine the credibility of your case study and diminish its impact.

Seeking feedback from colleagues or clients

Obtaining feedback from trusted colleagues or clients can provide valuable insights and perspectives on your case study. Share your draft with them and ask for their feedback and suggestions. They can help identify any areas that need improvement, provide suggestions for clarity, or point out any gaps in the narrative. Incorporating their feedback can enhance the overall quality and effectiveness of your case study.

Remember, the goal of reviewing and editing is to refine your case study and ensure it is clear, concise, and error-free.

By following these steps, you can create a compelling and impactful case study that effectively showcases your success. Remember that the reviewing and editing process is just as important as the writing process itself. Take the time to carefully review and edit your case study to ensure it is of the highest quality.

Once you have completed the reviewing and editing process, your case study is ready for the next step: promoting and sharing it with your target audience. This will help you maximize the reach and impact of your case study, allowing you to showcase your success and attract potential clients or customers.

In conclusion, reviewing and editing your case study is a critical step in the process of crafting PR case studies. It ensures that your case study is error-free, accurate, and effectively communicates your message. By following the steps outlined in this guide, you can create compelling case studies that highlight your success and drive results. Remember to continuously improve and learn from each case study you create, adapting the guide to your individual needs and goals.

Step 7: Promoting and Sharing the Case Study

After putting in all the hard work to create a compelling PR case study, it’s time to promote and share it with the world. This step is crucial to ensure that your case study reaches the right audience and generates the desired impact. Here are some effective strategies to promote and share your case study:

Leveraging social media platforms

Social media platforms are powerful tools for promoting your PR case study. Utilize platforms like Facebook , Twitter , LinkedIn , and Instagram to share snippets, quotes, and visuals from your case study. Craft engaging captions that highlight the key takeaways and encourage users to read the full case study. You can also create dedicated posts or threads discussing the case study and inviting feedback and discussion.

Pitching the case study to relevant publications

Identify relevant publications, both online and offline, that cater to your target audience. Craft a compelling pitch highlighting the unique aspects and value of your case study. Personalize your pitch to each publication and explain why their readers would find the case study interesting and relevant. If your pitch is accepted, it can lead to valuable exposure and credibility for your brand.

Utilizing email marketing and newsletters

Leverage your email marketing list and newsletters to promote your PR case study. Craft a captivating subject line that grabs the reader’s attention and entices them to open the email. In the body of the email, provide a brief overview of the case study and include a call-to-action that directs readers to the full case study on your website or blog. You can also consider offering exclusive access or additional resources to subscribers as an incentive to engage with the case study.

Remember, the key to successful promotion and sharing of your case study is to tailor your approach to each platform and audience. Here are a few additional tips to keep in mind:

Engage with influencers : Identify influencers or thought leaders in your industry who might find your case study valuable. Reach out to them and ask if they would be interested in sharing your case study with their audience. This can significantly expand your reach and credibility.

Repurpose content : Repurpose your case study into different formats such as blog posts, videos, podcasts, or webinars. This allows you to reach a wider audience and cater to different preferences.

Collaborate with partners : If you collaborated with other brands or organizations for the case study, reach out to them and explore opportunities for cross-promotion. This can help you tap into their audience and create a mutually beneficial partnership.

Monitor and analyze : Keep track of the engagement and feedback you receive from your case study promotion efforts. Analyze the data to understand what strategies are working well and what can be improved. This will help you refine your future promotion strategies and maximize the impact of your case studies.

By following these strategies and continuously refining your approach, you can effectively promote and share your PR case study, ensuring that it reaches the right audience and generates the desired results. Remember, the promotion and sharing phase is just as important as the creation phase, so invest time and effort into it to maximize the success of your case study.

Additional Resources

When it comes to crafting PR case studies, having access to additional resources can greatly enhance your skills and knowledge in the field. Here are some recommended books, articles, online courses, workshops, and tools that can help you create compelling and impactful case studies.

Recommended Books and Articles

The Art of Case Study Research by Robert E. Stake: This book provides a comprehensive guide to conducting and presenting case studies, offering valuable insights into the research process and effective storytelling techniques.

Case Study Research: Design and Methods by Robert K. Yin: This book is a practical resource for understanding the different types of case studies and their applications. It offers step-by-step guidance on designing and conducting case study research.

How to Write a Case Study: The Ultimate Guide & Template by Corey Pemberton: This article provides a detailed overview of the case study writing process, including tips on structuring, formatting, and promoting your case study effectively.

The Power of Case Studies in Marketing by Neil Patel: In this article, Neil Patel explains the importance of case studies in marketing and provides actionable tips on how to create compelling case studies that drive results.

Online Courses and Workshops

HubSpot Academy offers a free online course called “Case Studies and Testimonials” that covers the fundamentals of creating persuasive case studies and testimonials. The course includes video lessons, quizzes, and practical exercises to help you master the art of storytelling.

Coursera offers a course called “Writing Professional Emails and Memos” which includes a module on crafting effective case studies. This course provides valuable insights into writing clear and concise case studies that resonate with your target audience.

LinkedIn Learning offers a course called “Creating Case Studies” that provides a step-by-step guide to creating compelling case studies. The course covers everything from identifying the right case study to structuring and promoting it effectively.

Tools and Templates for Creating Case Studies

Canva is a popular graphic design tool that offers a wide range of templates for creating visually appealing case studies. With Canva, you can easily customize layouts, add images, and create professional-looking designs without any design experience.

Google Docs provides a simple and collaborative platform for writing and editing case studies. It offers a variety of templates that you can use as a starting point and easily share with your team for feedback and revisions.

Trello is a project management tool that can help you stay organized throughout the case study creation process. You can create boards, lists, and cards to track the progress of each step and collaborate with your team effectively.

In conclusion, these additional resources can serve as valuable references and tools to enhance your skills in crafting PR case studies. Whether you prefer reading books, taking online courses, or utilizing design and project management tools, incorporating these resources into your workflow can help you create compelling and impactful case studies that showcase your success. Remember, continuous improvement and learning are key to mastering the art of crafting PR case studies.

Final Thoughts

Crafting PR case studies can be a powerful tool in showcasing success and building credibility for your brand. By following the step-by-step guide outlined in this article, you can create compelling and impactful case studies that resonate with your target audience. However, it is important to adapt this guide to your individual needs and goals.

Encouragement to start crafting PR case studies

If you haven’t already started creating PR case studies, now is the time to begin. These case studies can serve as valuable assets in your marketing arsenal, helping you attract new clients, build trust with your audience, and differentiate yourself from competitors. By sharing real-life success stories, you can demonstrate the effectiveness of your strategies and tactics.

Importance of adapting the guide to individual needs and goals

While this guide provides a comprehensive framework for crafting PR case studies, it is essential to tailor it to your specific industry, target audience, and objectives. Each case study should be unique and reflect the nuances of your brand. By customizing the structure, content, and design of your case studies, you can ensure they align with your brand identity and effectively communicate your key messages.

Remember, the ultimate goal of a PR case study is to showcase your expertise, build credibility, and inspire trust in your brand. Therefore, it is crucial to focus on the most relevant and impactful aspects of your success stories. Highlight the strategies, tactics, and outcomes that are most likely to resonate with your target audience and address their pain points.

Importance of continuous improvement and learning in mastering the art

Crafting PR case studies is an ongoing process that requires continuous improvement and learning. As you create more case studies, you will gain insights into what works best for your brand and audience. Pay attention to feedback from colleagues, clients, and readers, and use it to refine your approach.

Additionally, stay updated with the latest trends and best practices in PR and marketing. Read books and articles, take online courses and workshops, and leverage tools and templates that can help you enhance your case study creation process. By staying informed and continuously improving your skills, you can ensure that your PR case studies remain effective and impactful.

PR case studies are a valuable tool for showcasing success and building credibility. By following the step-by-step guide outlined in this article, you can create compelling and impactful case studies that resonate with your target audience. Remember to adapt the guide to your individual needs and goals, and continuously improve your skills to master the art of crafting PR case studies. Start creating your case studies today and watch as they contribute to the growth and success of your brand.

To further enhance your understanding and skills in crafting PR case studies, consider exploring the following resources:

• Recommended books and articles: There are numerous books and articles available that delve deeper into the art of crafting PR case studies. These resources can provide valuable insights and tips to help you refine your approach.
• Online courses and workshops: Online courses and workshops offer structured learning experiences that can help you master the art of creating PR case studies. Look for courses that are taught by industry experts and cover relevant topics.
• Tools and templates for creating case studies: There are various tools and templates available that can streamline the case study creation process. These resources can help you save time and ensure consistency in your case study design and formatting.

Remember, continuous learning and improvement are key to mastering the art of crafting PR case studies. Stay curious, stay informed, and keep refining your skills to create impactful case studies that drive results for your brand.

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How to write a case study — examples, templates, and tools

It’s a marketer’s job to communicate the effectiveness of a product or service to potential and current customers to convince them to buy and keep business moving. One of the best methods for doing this is to share success stories that are relatable to prospects and customers based on their pain points, experiences, and overall needs.

That’s where case studies come in. Case studies are an essential part of a content marketing plan. These in-depth stories of customer experiences are some of the most effective at demonstrating the value of a product or service. Yet many marketers don’t use them, whether because of their regimented formats or the process of customer involvement and approval.

A case study is a powerful tool for showcasing your hard work and the success your customer achieved. But writing a great case study can be difficult if you’ve never done it before or if it’s been a while. This guide will show you how to write an effective case study and provide real-world examples and templates that will keep readers engaged and support your business.

In this article, you’ll learn:

What is a case study?

How to write a case study, case study templates, case study examples, case study tools.

A case study is the detailed story of a customer’s experience with a product or service that demonstrates their success and often includes measurable outcomes. Case studies are used in a range of fields and for various reasons, from business to academic research. They’re especially impactful in marketing as brands work to convince and convert consumers with relatable, real-world stories of actual customer experiences.

The best case studies tell the story of a customer’s success, including the steps they took, the results they achieved, and the support they received from a brand along the way. To write a great case study, you need to:

• Celebrate the customer and make them — not a product or service — the star of the story.
• Craft the story with specific audiences or target segments in mind so that the story of one customer will be viewed as relatable and actionable for another customer.
• Write copy that is easy to read and engaging so that readers will gain the insights and messages intended.
• Follow a standardized format that includes all of the essentials a potential customer would find interesting and useful.
• Support all of the claims for success made in the story with data in the forms of hard numbers and customer statements.

Case studies are a type of review but more in depth, aiming to show — rather than just tell — the positive experiences that customers have with a brand. Notably, 89% of consumers read reviews before deciding to buy, and 79% view case study content as part of their purchasing process. When it comes to B2B sales, 52% of buyers rank case studies as an important part of their evaluation process.

Telling a brand story through the experience of a tried-and-true customer matters. The story is relatable to potential new customers as they imagine themselves in the shoes of the company or individual featured in the case study. Showcasing previous customers can help new ones see themselves engaging with your brand in the ways that are most meaningful to them.

Besides sharing the perspective of another customer, case studies stand out from other content marketing forms because they are based on evidence. Whether pulling from client testimonials or data-driven results, case studies tend to have more impact on new business because the story contains information that is both objective (data) and subjective (customer experience) — and the brand doesn’t sound too self-promotional.

Case studies are unique in that there’s a fairly standardized format for telling a customer’s story. But that doesn’t mean there isn’t room for creativity. It’s all about making sure that teams are clear on the goals for the case study — along with strategies for supporting content and channels — and understanding how the story fits within the framework of the company’s overall marketing goals.

Here are the basic steps to writing a good case study.

1. Identify your goal

Start by defining exactly who your case study will be designed to help. Case studies are about specific instances where a company works with a customer to achieve a goal. Identify which customers are likely to have these goals, as well as other needs the story should cover to appeal to them.

The answer is often found in one of the buyer personas that have been constructed as part of your larger marketing strategy. This can include anything from new leads generated by the marketing team to long-term customers that are being pressed for cross-sell opportunities. In all of these cases, demonstrating value through a relatable customer success story can be part of the solution to conversion.

2. Choose your client or subject

Who you highlight matters. Case studies tie brands together that might otherwise not cross paths. A writer will want to ensure that the highlighted customer aligns with their own company’s brand identity and offerings. Look for a customer with positive name recognition who has had great success with a product or service and is willing to be an advocate.

The client should also match up with the identified target audience. Whichever company or individual is selected should be a reflection of other potential customers who can see themselves in similar circumstances, having the same problems and possible solutions.

Some of the most compelling case studies feature customers who:

• Switch from one product or service to another while naming competitors that missed the mark.
• Experience measurable results that are relatable to others in a specific industry.
• Represent well-known brands and recognizable names that are likely to compel action.
• Advocate for a product or service as a champion and are well-versed in its advantages.

Whoever or whatever customer is selected, marketers must ensure they have the permission of the company involved before getting started. Some brands have strict review and approval procedures for any official marketing or promotional materials that include their name. Acquiring those approvals in advance will prevent any miscommunication or wasted effort if there is an issue with their legal or compliance teams.

3. Conduct research and compile data

Substantiating the claims made in a case study — either by the marketing team or customers themselves — adds validity to the story. To do this, include data and feedback from the client that defines what success looks like. This can be anything from demonstrating return on investment (ROI) to a specific metric the customer was striving to improve. Case studies should prove how an outcome was achieved and show tangible results that indicate to the customer that your solution is the right one.

This step could also include customer interviews. Make sure that the people being interviewed are key stakeholders in the purchase decision or deployment and use of the product or service that is being highlighted. Content writers should work off a set list of questions prepared in advance. It can be helpful to share these with the interviewees beforehand so they have time to consider and craft their responses. One of the best interview tactics to keep in mind is to ask questions where yes and no are not natural answers. This way, your subject will provide more open-ended responses that produce more meaningful content.

4. Choose the right format

There are a number of different ways to format a case study. Depending on what you hope to achieve, one style will be better than another. However, there are some common elements to include, such as:

• An engaging headline
• A subject and customer introduction
• The unique challenge or challenges the customer faced
• The solution the customer used to solve the problem
• The results achieved
• Data and statistics to back up claims of success
• A strong call to action (CTA) to engage with the vendor

It’s also important to note that while case studies are traditionally written as stories, they don’t have to be in a written format. Some companies choose to get more creative with their case studies and produce multimedia content, depending on their audience and objectives. Case study formats can include traditional print stories, interactive web or social content, data-heavy infographics, professionally shot videos, podcasts, and more.

5. Write your case study

We’ll go into more detail later about how exactly to write a case study, including templates and examples. Generally speaking, though, there are a few things to keep in mind when writing your case study.

• Be clear and concise. Readers want to get to the point of the story quickly and easily, and they’ll be looking to see themselves reflected in the story right from the start.
• Provide a big picture. Always make sure to explain who the client is, their goals, and how they achieved success in a short introduction to engage the reader.
• Construct a clear narrative. Stick to the story from the perspective of the customer and what they needed to solve instead of just listing product features or benefits.
• Leverage graphics. Incorporating infographics, charts, and sidebars can be a more engaging and eye-catching way to share key statistics and data in readable ways.
• Offer the right amount of detail. Most case studies are one or two pages with clear sections that a reader can skim to find the information most important to them.
• Include data to support claims. Show real results — both facts and figures and customer quotes — to demonstrate credibility and prove the solution works.

6. Promote your story

Marketers have a number of options for distribution of a freshly minted case study. Many brands choose to publish case studies on their website and post them on social media. This can help support SEO and organic content strategies while also boosting company credibility and trust as visitors see that other businesses have used the product or service.

Marketers are always looking for quality content they can use for lead generation. Consider offering a case study as gated content behind a form on a landing page or as an offer in an email message. One great way to do this is to summarize the content and tease the full story available for download after the user takes an action.

Sales teams can also leverage case studies, so be sure they are aware that the assets exist once they’re published. Especially when it comes to larger B2B sales, companies often ask for examples of similar customer challenges that have been solved.

Now that you’ve learned a bit about case studies and what they should include, you may be wondering how to start creating great customer story content. Here are a couple of templates you can use to structure your case study.

Template 1 — Challenge-solution-result format

• Start with an engaging title. This should be fewer than 70 characters long for SEO best practices. One of the best ways to approach the title is to include the customer’s name and a hint at the challenge they overcame in the end.
• Create an introduction. Lead with an explanation as to who the customer is, the need they had, and the opportunity they found with a specific product or solution. Writers can also suggest the success the customer experienced with the solution they chose.
• Present the challenge. This should be several paragraphs long and explain the problem the customer faced and the issues they were trying to solve. Details should tie into the company’s products and services naturally. This section needs to be the most relatable to the reader so they can picture themselves in a similar situation.
• Share the solution. Explain which product or service offered was the ideal fit for the customer and why. Feel free to delve into their experience setting up, purchasing, and onboarding the solution.
• Explain the results. Demonstrate the impact of the solution they chose by backing up their positive experience with data. Fill in with customer quotes and tangible, measurable results that show the effect of their choice.
• Ask for action. Include a CTA at the end of the case study that invites readers to reach out for more information, try a demo, or learn more — to nurture them further in the marketing pipeline. What you ask of the reader should tie directly into the goals that were established for the case study in the first place.

Template 2 — Data-driven format

• Start with an engaging title. Be sure to include a statistic or data point in the first 70 characters. Again, it’s best to include the customer’s name as part of the title.
• Create an overview. Share the customer’s background and a short version of the challenge they faced. Present the reason a particular product or service was chosen, and feel free to include quotes from the customer about their selection process.
• Present data point 1. Isolate the first metric that the customer used to define success and explain how the product or solution helped to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 2. Isolate the second metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Present data point 3. Isolate the final metric that the customer used to define success and explain what the product or solution did to achieve this goal. Provide data points and quotes to substantiate the claim that success was achieved.
• Summarize the results. Reiterate the fact that the customer was able to achieve success thanks to a specific product or service. Include quotes and statements that reflect customer satisfaction and suggest they plan to continue using the solution.
• Ask for action. Include a CTA at the end of the case study that asks readers to reach out for more information, try a demo, or learn more — to further nurture them in the marketing pipeline. Again, remember that this is where marketers can look to convert their content into action with the customer.

While templates are helpful, seeing a case study in action can also be a great way to learn. Here are some examples of how Adobe customers have experienced success.

Juniper Networks

One example is the Adobe and Juniper Networks case study , which puts the reader in the customer’s shoes. The beginning of the story quickly orients the reader so that they know exactly who the article is about and what they were trying to achieve. Solutions are outlined in a way that shows Adobe Experience Manager is the best choice and a natural fit for the customer. Along the way, quotes from the client are incorporated to help add validity to the statements. The results in the case study are conveyed with clear evidence of scale and volume using tangible data.

The story of Lenovo’s journey with Adobe is one that spans years of planning, implementation, and rollout. The Lenovo case study does a great job of consolidating all of this into a relatable journey that other enterprise organizations can see themselves taking, despite the project size. This case study also features descriptive headers and compelling visual elements that engage the reader and strengthen the content.

Tata Consulting

When it comes to using data to show customer results, this case study does an excellent job of conveying details and numbers in an easy-to-digest manner. Bullet points at the start break up the content while also helping the reader understand exactly what the case study will be about. Tata Consulting used Adobe to deliver elevated, engaging content experiences for a large telecommunications client of its own — an objective that’s relatable for a lot of companies.

Case studies are a vital tool for any marketing team as they enable you to demonstrate the value of your company’s products and services to others. They help marketers do their job and add credibility to a brand trying to promote its solutions by using the experiences and stories of real customers.

When you’re ready to get started with a case study:

• Think about a few goals you’d like to accomplish with your content.
• Make a list of successful clients that would be strong candidates for a case study.
• Reach out to the client to get their approval and conduct an interview.
• Gather the data to present an engaging and effective customer story.

Adobe can help

There are several Adobe products that can help you craft compelling case studies. Adobe Experience Platform helps you collect data and deliver great customer experiences across every channel. Once you’ve created your case studies, Experience Platform will help you deliver the right information to the right customer at the right time for maximum impact.

To learn more, watch the Adobe Experience Platform story .

Keep in mind that the best case studies are backed by data. That’s where Adobe Real-Time Customer Data Platform and Adobe Analytics come into play. With Real-Time CDP, you can gather the data you need to build a great case study and target specific customers to deliver the content to the right audience at the perfect moment.

Watch the Real-Time CDP overview video to learn more.

Finally, Adobe Analytics turns real-time data into real-time insights. It helps your business collect and synthesize data from multiple platforms to make more informed decisions and create the best case study possible.

Request a demo to learn more about Adobe Analytics.

https://business.adobe.com/blog/perspectives/b2b-ecommerce-10-case-studies-inspire-you

https://business.adobe.com/blog/basics/business-case

https://business.adobe.com/blog/basics/what-is-real-time-analytics

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Drafting PR Case Studies: Tips based on 40 years of PR experience

By Uwe Schmidt - Industrie-Contact • PR Agency in Germany | June 3 2019

After 40 years of agency history, there are some key learnings I’d like to share on one of still the best PR tools: case studies. Let’s clarify first how we in the German market define a case study: That’s an article showing a solution (product/service) of a client of ours in use by one of their clients. The objective behind publishing a case study is to show proof of the quality of the solution in practice.

German trade media love those pieces of journalism and I assume that is the same in many other parts of the world. In addition, I’d like to underline that in general, we do not have to pay the media for those pieces, except in certain industries, where the media are almost asking. Here are our best tips on how case studies make all involved parties happy: the media, our client, our client’s clients and us.

• Make the media happy The very first learning is related to the media where the case study is supposed to be published. Before we start, we identify a top target media that is ready to accept the case study as exclusive content. We do not spread the case study around to any other media. Otherwise, we’d hurt exclusivity and jeopardize the good relationship with the selected media. Of course, after the initial placement, we might try to place the article in another media with another readership. This usually works. Therefore, we rewrite the case study to avoid duplicate content.

Product managers often see the PR team’s activities only as a waste of time. They do not always understand how important a good clipping in a top-notch media can be. Therefore, we recommend our PR contacts to first sell internally the idea of a case study as a piece of sales material. This means after the case study has been published, we ask the media for copies that can be used as a sales tool. Needless to say, a case study officially published by a top media convinces readers much more than product brochures.

Sometimes the interviewees do not understand that we are PR guys who will ask for approval before publishing the case study in the media. They take us for real journalists who can do what they want with the interview material. To avoid this misunderstanding, we always determine explicitly with the client that all content and visual materials will be subject to approval.

If no on-site appointment is feasible, the interview questions can often be clarified through a phone call or in writing. But we definitely prefer face-to-face interviews as it normally leads to better results.

Being on the customer’s side also helps us getting good pictures. For that reason, we bring our professional camera equipment and do the shooting after the interview.

Uwe Schmidt is CEO of Industrie-Contact AG , a leading PR firm located in Germany’s media capital Hamburg and a member of PRGN since 2002. The agency celebrates its 40th anniversary in 2019.

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Guide to Writing Better PR Case Study

Table of Contents

Public relations (PR) is an essential aspect of business and marketing, and it has become increasingly important in today’s digital age. PR is all about managing the perception of a brand or organization to the public. It is done to build a positive image and establish credibility. One effective way to showcase the effectiveness of a PR campaign is through a case study. In this article, we’ll look at how to  write a public relations case study . We’ll also include the key elements and steps involved in the process.

What Is a Public Relations Case Study?

A public relations (PR) case study is a written account that details the success of a PR campaign or initiative. It provides a detailed analysis of the PR strategies and tactics used , as well as the results and impact of the campaign. A PR case study aims to showcase the effectiveness of PR efforts in achieving specific business objectives. This includes increasing brand awareness, improving reputation, or driving sales.

Importance of a Public Relations Case Study

There are several reasons why PR case studies are essential for businesses and organizations:

Demonstrate the Effectiveness of PR Efforts

By showcasing the success of a PR campaign, a case study provides tangible evidence of the value of PR. It shows its impact on the business.

Build Credibility and Trust

A well-crafted case study can help to build credibility and trust with stakeholders, such as investors, partners, or customers. It demonstrates the organization’s ability to manage its reputation and achieve its business goals effectively.

Provide Insights for Future Campaigns

By analyzing the strategies and tactics used in a successful PR campaign, a case study can provide insights for future campaigns. This helps organizations to improve their PR efforts and achieve even greater success.

Steps on How to Write a Public Relations Case Study

Step 1: choose a success story.

The first step in writing a PR case study is to choose a success story to focus on. This could be an event, campaign, or initiative that was particularly successful and positively impacted the brand or organization. Some examples of successful PR campaigns include:

• A social media campaign that went viral and generated a significant amount of buzz
• Product launch that was successful in driving sales and creating positive reviews
• A crisis management strategy that effectively handled a negative situation and helped to mitigate any damage to the brand’s reputation.

Once you have chosen a success story to focus on, gathering as much information as possible about the campaign is essential. This includes data, statistics, and testimonials from customers or stakeholders. This will help you create a compelling case study showcasing the campaign’s success.

Step 2: Identify the Key Objectives

The next step to write a public relations case study is to identify the campaign’s key objectives. This will help you create a narrative highlighting the campaign’s goals and how they were achieved. Some common PR objectives include:

• Increasing brand awareness
• Improving brand reputation
• Driving sales or revenue
• Generating leads or increasing website traffic
• Managing a crisis or negative situation.

Once you have identified the campaign’s key objectives, gathering data and statistics is essential. Ensure that it demonstrates how the campaign helped to achieve these goals. This might include metrics such as website traffic, social media engagement, or sales figures.

Step 3: Develop the Narrative

With the key objectives identified, it’s time to develop the case study narrative. This should be a compelling story highlighting the campaign’s success and how it achieved its goals. The narrative should be structured in a way that is easy to follow and engaging for the reader. Some elements that should be included in the narrative of a PR case study include:

• The background and context of the campaign
• Key objectives and goals of the campaign
• The strategies and tactics used to achieve those goals
• The results and impact of the campaign, including data and statistics that demonstrate its success
• Testimonials and feedback from customers or stakeholders.

It’s essential to keep the narrative focused on the campaign’s success and its impact on the brand or organization. The goal is to showcase the campaign’s effectiveness and demonstrate how it helped achieve the key objectives.

Step 4: Include Visuals and Data

To make the case study more engaging and compelling, it’s important to include visuals and data that support the narrative. This might consist of graphs, charts, or infographics that demonstrate the campaign’s success. Visuals can help to make the data more accessible and understandable for the reader. This can also break up the text and make the case study more visually appealing. Ensuring that any visuals used in the case study are relevant and directly support the narrative is essential. They should be easy to read and understand and focus on the case study’s overall message.

Step 5: Edit and Refine the Case Study

Once the narrative has been developed, and visuals and data have been included, editing and refining the case study is essential. This is to ensure that it is clear, concise, and compelling. This may involve several rounds of editing and revision and feedback from stakeholders and colleagues. When editing the case study, ensuring the narrative flows well is vital. Make sure the key messages are clear and easy to understand. The case study should also be free of grammatical and spelling errors.

Step 6: Promote the Case Study

Finally, once the case study is complete, promoting it to reach a wider audience is essential. This might involve sharing the case study on social media or the company website or submitting it to industry publications or websites. Sharing the case study with key stakeholders, such as investors, partners, or employees, is also a good idea. This is to showcase the campaign’s success and build morale within the organization.

Writing a PR case study can be a powerful way to showcase the effectiveness of a PR campaign . It is to build credibility for a brand or organization. You can create a comprehensive and compelling case study by following the steps outlined above. Ensure it highlights the campaign’s success and its impact on the business. Remember to focus on the campaign’s key objectives, develop a strong narrative, and include visuals and data to support your message. With a well-crafted PR case study, you can effectively demonstrate the value of PR and build a positive image for your brand or organization.

Abir Ghenaiet

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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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 Dec 8, 2023 1447 views this year

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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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PR Case Study Online Resources

Pr case study books.

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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.
• 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.
• PR Newswire Case studies are often highlighted in PR Newswire. Select "Search within this publication." Then try searching "case study" using quotation marks.

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Wylie Communications, Inc.

Writing workshops, communication consulting and writing services

How to write a case study [template]

How to organize a business case, step-by-step.

A colleague in health system marketing counsels his case study writers to “Get the patient to the hospital.” Wrong! When it comes to case studies, it’s about the client’s problem and results, silly, not your solutions.

“The best case studies focus on the client’s problems, not on your solution.”

Here’s how to use the feature-style story structure to organize a case study.

I. Introduce the problem and client in the intro.

A. Cover the desk-pounding moment in the lead . What caused your client to search for your solution? Here’s an example, from a case study my team wrote for Sprint TekNet:

Newport School District had a primitive inter-building phone system, but the old intercom system no longer worked at all. Teachers had to leave their classrooms several times a day to travel the corridors of the 50-room schools to pick up or deliver messages. Now even telling time had become a chore, as the 20-year-old clock-and-bell system had begun failing, too.

B. Describe the client in the background section . Don’t weigh the lead down with the client’s details. Save this for the background section, aka the blah-blah-blah background. Include any details, such as economic issues, that make the problem you introduced in the lead more significant:

With an average per-capita income of $18,684, Newport is the lowest-income school district in the capital city region.

C. Summarize the need in the nut graph . You may be able to handle this with a client quote:

Note that you might flip the nut graph and background section, depending on whether you need the client description to set up the need in the nut graph.

II. Outline the problem, solution and results in the body .

A. Detail the problem in the first section. Be specific: Name names and number numbers. Use a calculator, if necessary, to quantify the business needs.

Let teachers teach. Templeton and other teachers used to make at least three trips a day to the principal’s office to pick up or deliver messages. Walking from the basement or the far end of the building could take three or more minutes each way, or 18 minutes per teacher per day.

Multiply that by 100 Newport teachers, and figure that communicating by foot was costing Newport a total of more than 1,800 minutes, or 30 hours, of teacher time a day.

• Save administrative time. Before TekNet, administrators had to manually ring the dismissal bell at 12:30 p.m. on early dismissal days. And they had to get up from their desks to punch in a bell schedule by hand every Tuesday, when an activity period condenses class periods from 43 minutes to 35.
• Enhance communication. Etc.

B. Outline the solution in the second section. Your clients care more about their problems and results than about your organization and its stuff. A few broad brushstrokes will get this job done

Not only would TekNet run the bells, clocks and PA system. It also features a video distribution system that allows teachers to play video programs in the classroom via a telephone handset.

We said, ‘We could have a system that just handles the clocks and bells, or we could get one that does that and much, much more,’ Templeton remembers. We decided it was more effective to invest in a solution that would enhance our technology efforts here in the district. We chose to go with Sprint’s solution.

C. Describe the results in the third section. Be specific: Name names and number numbers. Bonus points for mirroring the problems you outlined in the first section of the body.

As a result, TekNet has slashed the number of teacher trips by two-thirds, Templeton figures, saving Newport 20 hours of teacher time a day in message gathering alone. …

2. Save administrative time. TekNet runs off a disk, acting as a high-tech administrative assistant. With TekNet, the bell schedule automatically changes every day to mirror the school schedule.

“Comparing our manual system to TekNet is like comparing a typewriter to a computer,” Templeton says.

3. Enhance communication. TekNet’s video broadcast system allows administrators to broadcast messages to any class or to the whole school, from virtually any location. That means students in every classroom can participate in events held anywhere in the schools.

• If rain forces the high school’s outdoor graduation into the auditorium, for example, overflow guests can watch the ceremony live from screens in the cafeteria.
• When Pennsylvania Gov. Tom Corbett visits Newport High, fourth-graders at the elementary school can watch on a TV in their own classroom.
• And students in sixth grade can watch the high school students’ broadcast announcement to see what the coach has to say about Friday night’s football game.

This has really united our district, Templeton says.

III. Wind up in the conclusion .

A. Transition to the future in the Wrapup. In this case, the conclusion is a before-and-after comparison:

B. Show how far we’ve come — or where we’re going — in the Kicker . Leave a lasting impression with a concrete, creative, provocative final paragraph.

Case in point

Case studies are a staple of marketing writing. Use this structure to make the most of your next case in point.

How to create content that almost writes itself

Would you like to master a structure that’s been proven in the lab to attract 300% more readers; get more social media shares; and boost readership, understanding, engagement, interest, satisfaction and more?

If so, please join me at Get Clicked, Liked & Shared , our content-writing workshop.

You’ll master a structure that has increased reading by 520%. Learn to write leads that draw readers in. And leave with templates and recipes you can use to organize the best survey story you’ve ever written, create tipsheets that almost write themselves and write great case studies with our annotated examples.

Content creation has never been easier!

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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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Tips For Killer PR Case Studies

• ImPRessions - Crenshaw Communications

APRIL 15, 2021

Every PR person knows that strong customer case studies are powerful additions to the B2B PR toolkit. A great case study can actually help move prospects down the sales funnel to the point where they’re ready to buy. Anatomy of a successful customer case study . They also work well for sales and marketing.

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

MARCH 11, 2020

Download this case study to learn how Livongo: . The post [ Case Study ] Messaging & Media Relations for an Award-Winning IPO – Livongo appeared first on Onclusive. Developed a narrative that landed high-impact stories and boosted influential coverage. Complete Form To Learn More.

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Trending Sources

Ronn Torossian

Public Relations Case Study

PR for Anyone

MAY 5, 2020

In this week’s episode, Christina Daves talks about a public relations case study during COVID-19. Part One of ‘Public Relations Case Study ’ Christina has gained billions of views from free publicity and over a hundred million in sales. She had eight hundred seventy-three million total views in one year alone.

[Case Study] Airbnb + 23andMe: Achieving Success with the Heritage Travel Campaign

JANUARY 14, 2020

Download this case study to learn how Airbnb and 23andMe used Onclusive to help them: Develop, own and use the “Heritage Travel” theme as a joint platform to drive consumer engagement. The post [ Case Study ] Airbnb + 23andMe: Achieving Success with the Heritage Travel Campaign appeared first on Onclusive.

Adapting to the Future: The Evolving Role of Crisis Management Firms in a Rapidly Changing World

Advertisement

Through interviews with industry experts and case studies , we uncover the key strategies and tactics that are driving success in this dynamic field. As the Internet continues to grow and change, the role of Online Crisis Management firms is evolving.

REWIND Case Study: Teletubbies

Konnect Agency

MARCH 13, 2024

THE RESULTS: 300M Media Impressions 200+ Media Placements Produced over 300 social posts (developed by Konnect) Over 400 attendees at the LA launch event 100s of social posts from influencer, media, and attendees at launch event The post REWIND Case Study : Teletubbies appeared first on Konnect Agency.

Benefits of Social Listening for PR Agencies (with Case Studies)

JANUARY 31, 2024

If you’re a PR agency struggling to get a seat at the table and prove the effectiveness of […] The post Benefits of Social Listening for PR Agencies (with Case Studies ) appeared first on Prowly Blog.

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).

What you need to know to write a client case study that counts

Agility PR Solutions

JUNE 21, 2023

In public relations and marketing, client case studies are a powerful tool. They’re a critical way for PR agencies and brands to demonstrate their value in a specific way that readers can grasp.

REWIND Case Study: Lenny & Larry’s

MARCH 20, 2024

Up Challenge 2022 The post REWIND Case Study : Lenny & Larry’s appeared first on Konnect Agency. During the event, camera crews followed each team through the entire course, spanning nearly three miles, capturing footage and cheering on the group. Lenny & Larry’s BOSS!

[Case Study] How Proteus Builds Brand with Earned Media

OCTOBER 21, 2019

In this case study , learn how Proteus builds awareness and understanding using earned media amplification. The post [ Case Study ] How Proteus Builds Brand with Earned Media appeared first on Onclusive. Complete Form To Learn More.

Marketing & PR for Fitness Professionals: Case study

NOVEMBER 17, 2020

The post Marketing & PR for Fitness Professionals: Case study appeared first on Prowly Magazine. When in fact, all it requires is that you learn some helpful PR techniques and methods that you can easily […].

How 23andMe Uses PR Attribution™ to Drive Business Outcomes – Case Study

SEPTEMBER 3, 2019

The post How 23andMe Uses PR Attribution™ to Drive Business Outcomes – Case Study appeared first on Onclusive. COMPLETE FORM TO LEARN MORE.

How to do competitive analysis on social media: case study

AUGUST 10, 2021

We break social media competitor analysis into 5 simple steps by comparing Apple Music, Spotify, and Google Play Music in an exciting social listening case study .

Leveraging BuzzStream for Effective Digital PR – Reboot Online Case Study

JANUARY 15, 2024

In this case study , we explore how BuzzStream has helped the team of 70+ digital PR specialists working at Reboot Online earn more than 30,000 pieces of organic coverage for our clients. The post Leveraging BuzzStream for Effective Digital PR – Reboot Online Case Study appeared first on BuzzStream.

Creating a PR Campaign Case Study

SEPTEMBER 26, 2017

When you create a PR campaign case study , you need to know some things in advance to make it work as it should. The post Creating a PR Campaign Case Study appeared first on 5WPR CEO Ronn Torossian Founder's Blog. So let’s start with the basics. So let’s start with the basics. Yes, that “why” is important.

What’s the difference between a case study and a testimonial?

FEBRUARY 6, 2020

“A satisfied customer is the best business strategy of all…” Michael LeBoeuf “Show me ROI, or it’s not a case study .” I had been given some content, what the client insisted was a case study , but it did not include information […]. appeared first on Agility PR Solutions.

The Anatomy of a Great Case Study

Contently - Strategy

At Ogilvy, I was a member of the four-person case study writing committee. We won Most Effective Agency Office in New York relying on the tried and true case study framework: objective, strategy, results. Quantifiable objectives headlined every case study we wrote. Get permission first. Don’t do this!

Crisis case study: How to turn an employee lawsuit into a brand disaster

AUGUST 15, 2021

The post Crisis case study : How to turn an employee lawsuit into a brand disaster appeared first on Agility PR Solutions. Before the scheduled walkout, the employees shared a statement of intent, which announced the walkout and criticized the company itself for the response to the […].

Case Study: Bauer

JUNE 2, 2020

CASE STUDY . The post Case Study : Bauer appeared first on Newswhip. How Bauer Media uses NewsWhip to unify content strategy across all of their brands. Ali Wilkinson, Digital Content Manager. —. Company Size. 1,000+ employees. ” . —. Raidious: building a PR newswoom. Hearst: Speed in content discovery.

Case Study Turbine Labs

CASE STUDY . The post Case Study Turbine Labs appeared first on Newswhip. How Turbine Labs uses NewsWhip to understand what the news is prior to it becoming an event. Leigh Fatzinger, CEO and Founder. —. Marketing and Advertising. Company Size. 25-50 employees. Raidious: building a PR newswoom.

COVID case study: Heinz presents a pitch-perfect quarantine plan

MAY 18, 2020

The post COVID case study : Heinz presents a pitch-perfect quarantine plan appeared first on Agility PR Solutions. With its creation of a 570-piece puzzle colored entirely in “ketchup red,” Heinz has done exactly that. The publicity stunt is the perfect gag for consumer audiences […].

Get Famous Friday: Branding Case Study

OCTOBER 25, 2019

This week I want to give you a case study . Hi everybody. It’s Christina Daves with this week’s Get Famous Friday PR Tip. I like to incorporate these into the tips so that you can get creative and see how you could do something similar. You know, these are real-world examples of my clients who […].

Media Monitoring Case Study: How US Media Covered Depp vs. Heard Defamation Trial In 2022

JUNE 15, 2022

The post Media Monitoring Case Study : How US Media Covered Depp vs. Heard Defamation Trial In 2022 appeared first on Prowly Magazine.

5 Tech Brand Case Studies That Will Inspire You

JANUARY 24, 2022

Here is an inside look at five influential tech success stories from our flipbook of 47 Content Marketing Case Studies That’ll Inspire You to encourage your brand to make meaningful changes in the new year. . The post 5 Tech Brand Case Studies That Will Inspire You appeared first on Contently.

PR Case Study: The Facebook Like Button

Doctor Spin

FEBRUARY 21, 2023

link] This post was originally published on PR Case Study : The Facebook Like Button ">Doctor Spin | The PR blog. For questions or PR support, contact me via [email protected]. ANNOTATIONS [ + ] ANNOTATIONS 1 Facebook like button. 2023, February 3). In Wikipedia.

Lessons from Managing a Cybersecurity Incident: A Case Study with Naren Aryal of Mascot Books

Melissa Agnes

AUGUST 8, 2019

The post Lessons from Managing a Cybersecurity Incident: A Case Study with Naren Aryal of Mascot Books appeared first on Melissa Agnes - Crisis Management Keynote Speaker. Finally, a huge ‘thank you’ to Naren Aryal for taking the time to share this story with the hopes of it resonating with and helping others.

PR Newswire case study - Nosy Crow

JUNE 12, 2020

We help independent children’s publishing company, Nosy Crow distribute the news of their coronavirus book for children.

Beware the crisis case study—why it’s not a good firm evaluation tool

OCTOBER 14, 2019

Then you’ve probably seen some pretty compelling case studies —big name brands, major wins and encouraging outcomes. Case studies are a legitimate marketing tool for communication agencies for lots of reasons but they have no place in demonstrating crisis management […]. All bright, shiny and safe.

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.

Is PR stress damaging your mental health? 3 case studies

OCTOBER 22, 2019

3 case studies appeared first on Agility PR Solutions. There are more than enough pressures in life and in work—having to put on a brave face, feeling like you have to change the way you act around your coworkers, or making sacrifices between work and family commitments are just some of them. Being a […].

Case Study: Linking Strategies for Page Authority Growth Featuring Inseev x Truliant FCU

JULY 7, 2021

This happened to be the case for Truliant. As you read through this case study , you’ll see the unique circumstances and outcomes that make a page authority growth approach the right fit for a given website. These same pages could be your revenue-driving pages where you’ll benefit most from organic growth. The Strategy.

Video case study: How Niche uses Muck Rack as their all-in-one PR solution

JANUARY 14, 2022

Video case study : How Niche uses Muck Rack as their all-in-one PR solution

The best influencer marketing case study you’ll never hear about

Communications Conversations

APRIL 2, 2019

You’ve read influencer marketing case studies . But believe me when I tell you, you’ve never seen an influencer marketing case study like the one I’m about to share with you (unless, of course, you’re a loyal listener of the Power Trip Morning Show on KFAN, in which case you’ll know everything by now).

Folgers case study sums up what big ad agencies always get wrong about social

FEBRUARY 11, 2022

Thomas, we discussed a case study . The post Folgers case study sums up what big ad agencies always get wrong about social first appeared on Arik Hanson. Last week in class where I teach as an adjunct at the University of St. As an industry, we need to do better. Our clients deserve it.

A Case Study for a Case Study

HMA Public Relations

JANUARY 4, 2018

A case study is a great way to present your agency in a positive light. The post A Case Study for a Case Study appeared first on HMA Public Relations. But how can you best provide this information without overwhelming and oversharing? Click below for more].

Use Case Studies to Boost Your Marketing

David PR Group

AUGUST 14, 2019

Today, I want to suggest beefing up your use of case studies in your marketing. Here’s why: A case study offers a glimpse into how your company operates and shows a prospective customer what you do, what the results can be and how you treat your clients. As a reader, you are always attracted to a hook in a case study .

[Case Study] Lucidworks’ Clear Choice: Onclusive for PR Analytics

NOVEMBER 25, 2019

Download this case study to learn why they selected Onclusive as their PR analytics solution. The post [ Case Study ] Lucidworks’ Clear Choice: Onclusive for PR Analytics appeared first on Onclusive. Lucidworks needed a trustworthy analytics to quantify the value of PR and justify further investment.

How businesses use Instagram Stories—30 case studies to learn from

AUGUST 21, 2018

The post How businesses use Instagram Stories—30 case studies to learn from appeared first on Agility PR Solutions. On average, users under 25 spend around 32 minutes a day on Instagram, while those in older age groups spend more than 24 minutes per day.

How a Global Non-Profit Uses Soundbite Analysis to Drive Success

SEPTEMBER 29, 2021

Read this case study to learn how IFAW is using NEO to identify and leverage winning soundbites that resonate with their audience and move the needle on their campaigns.

Video: Two 2021 Podcast Marketing PR Case Studies Show How to Get Results

wiredPRworks

MAY 11, 2021

In this five-minute Podcast Marketing PR Case Studies video, Barbara Rozgonyi shows you how she used the power of WIRED PR in 4D to promote an event, a topic, and a speaker. Power Up Your Podcast Marketing with WIRED PR Energy,” the case study Barbara will share, is based on results from her Podfest Global PR in February.

Here Comms Santa Claus: Cision's most festive case study is here!

DECEMBER 18, 2019

What to do when you're a jolly old elf, but your public sentiment isn't so jolly? Tap Cision, and save Christmas.

Civic branding case study—PR’s role in the growth of municipalities

JULY 4, 2018

The post Civic branding case study —PR’s role in the growth of municipalities appeared first on Agility PR Solutions. Today, municipalities across the U.S. are practicing many of PR’s same promotional and image-building strategies to position their cities and towns and garner top-of-mind awareness.

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Case Studies

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• Account Based Marketing (ABM)
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Enriching Results with NICO & CLYDE

NICO Corporation, in partnership with Emory University, was set to announce the results of their seven-year multi-site clinical trial, ENRICH, […]

A Place for Everyone with Rover & CLYDE

When alarming data showed that 20–50% of women don’t leave abusive relationships because of concern about a pet’s fate, Rover […]

Retiring the Crash Test Dummy  with Altair and Tier One Partners

Digital twin technology uses data to create digital models of virtually anything in the real world to improve and speed […]

The Primetime-ification of Women’s Sports with Ally and Tier One Partners

Despite record-breaking viewership and huge opportunity for brands to spur fan engagement, women’s sports receive less than 10% of media […]

Launching Workhuman’s Human Workplace Index with SourceCode

As the world of work has rapidly evolved in recent years, SourceCode developed a data storytelling concept to gauge the […]

Establishing Homebase as the Voice of Small Businesses with SourceCode

Homebase is an all-in-one SMB team management platform that serves over 100,000 small businesses and two million hourly workers to […]

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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.

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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. 

Sample Materials & Chapters

Chapter 1. Branding

Chapter 2. Community Relations

For instructors

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What's Inside?

Case study templates let you create case studies quickly. Instead of wasting time for formatting & outlining the content, you can focus on your content.

Frequently Asked Questions

How to create a case study template.

There are plenty of ways to create a case study template based on the type of content that you want your site visitors or customers to take away. This includes brainstorming, keeping a journal, creating a mind map , and using the process of discovery.

There are several types of case studies, depending on the situation. For example, if you are working on a course or an online course then it would be beneficial for you to create a detailed course assessment questionnaire template to track progress and participant feedback.

If you're trying to improve something in your personal life such as your health goals, you should use the habit tracker template because it provides the tools necessary for tracking behaviors that result in long-term improvements such as more hours of sleep and lower levels of stress.

Decktopus offers many different types of templates with detailed instructions on how to fill them out for various purposes including education and business advice. We hope we've helped make your search for information about case studies easier!

How Do You Write A Case Study From Beginning?

The best starting point is to search the internet for an example, either written or video. You could also watch tutorials online or ask someone more experienced than you. Once you've found a good model, use it as a guide to writing your own. It will help you understand how one should be structured so you can fit yours in with ease and still focus on presenting your data uniquely in case any of your data isn't different enough to warrant covering (e.g., if others have looked at this problem).

Another way would be to skim books that are available in library databases for good examples - they're not written specifically for research papers, but they often walk through cases in much greater detail than web pages.

How Do You Create A Good Title For Your Case Study?

A good title for your case study is often tied to what you're trying to communicate about the outcome of the ramifications from your experimentation. For example, an experiment with time as the main factor would have a different outcome than using geography as a variable. In order to determine which factors are important, you need to first identify what information will be relevant or show correlation with your topic, and then pick out those variables for further analysis.

What Are The Parts Of The Case Study Report?

The case study report has several parts, including an introduction, a problem statement, data analysis and findings, and a conclusion.

The introduction provides readers with background information on the case study and introduces the problem that is to be addressed. The data analysis and findings section include a detailed description of the data collected and how it was analyzed. The conclusion summarizes the main points of the case study report.

What Are The 4 Most Important Parts Of The Case Study?

The four most important parts of a case study are the problem statement, literature review, methodology, and results/analysis.

Problem statement : This section should concisely state the problem that is being investigated.

Literature review : This section should provide an overview of the existing research on the topic.

Methodology : This section should describe how the study was conducted.

Results/analysis : This section should present and analyze the results of the study.

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1. Search for an option on Decktopus or start on a template

2. Open the template and complete the format fields, subheader questions, subheadings, headlines, and subheadings if necessary.

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How To Analyze A Clinical Case Study For Social Work Template?

• Introduce Yourself
• Introduce the Client
• Introduce your Role
• Evaluate the situation and assess what you need to do to help
• Provide an action plan of next steps for advocate, client, family members/caregivers, etc.

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Creating a PR Plan

The public relations plan is the basis for your public relations program. Public relations plans can either be company-wide (improving the identity of a company) or they may focus on a specific product line, product or service. Below is a template of what a typical public relation plan would look like. l.

Executive Summary Here you put a brief synopsis of what the plan is trying to address, and the timeframe involved in carrying out the plan. II. Situation Analysis Here you describe the situation in context of what the plan is trying to address. What s the current public opinion of the subject of the plan?

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How does it compare in the public’s eye to its closest competitors? Ill. Goal Here, put the single goal that would directly address the problem or opportunity identified in your situation analysis. IV.

Objectives Three or more objectives will probably underlie the goal. These should be specific, measurable and attainable and have a specific deadline for completion. [Objective 1] [Objective 2] [Objective 3] V. Target Audience List who your primary audiences are that you want to impact through this plan. [Target Audience 1] [Target Audience 2] Target Audience 3] VI.

Key Messages List no more than three key messages you want to impress upon your target audience.

Too many messages create “noise” and confusion, reducing the possibility that your most important messages will get through. [Key Message 1] [Key Message 2] [Key Message 3] VI’. Strategies What methods will you use to get your message across? Strategies should include the broad who, how and what of accomplishing your objectives. [Strategy 1] [Strategy 2] VIII. Tactics Tactics are the specific action items you will take to support your strategies and meet your objectives.

Each should include a deadline and cost estimate. [Tactic 1] Deadline: Budget: [Tactic 2] Deadline: Budget: [Tactic 3] Deadline: Budget: [Tactic 4] Deadline: Budget: [Tactic 5] Deadline: Budget: ‘X. Budget The total budget will be a single line item; individual expenses will be noted in the Tactics section above. X. Measurement Once your PR plan is completed, evaluate whether your objectives have been met. If not, determine why.

Add these to the measurement section and make it part of your completed PR plan for historical reference. For now, leave the heading in so you don’t forget to add the information later.

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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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100+ resources

Includes case studies, lecture slides, role-play exercises, lesson plans, and more.

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Has a 96% customer service satisfaction rating.

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Key learning objectives, includes 1 course syllabus with.

THE AUTHORS

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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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FREE Sample Syllabus: Public Relations Case Studies

Who doesn’t love free stuff? Hundreds of instructors are using this syllabus for their course, teaching the topic of Public Relations Case Studies.

Free PowerPoint Case Study Presentation Templates

By Joe Weller | January 23, 2024

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We’ve collected the top free PowerPoint case study presentation templates with or without sample text. Marketing and product managers, sales execs, and strategists can use them to arrange and present their success stories, strategies, and results.

On this page, you'll find six PowerPoint case study presentation templates, including a  marketing case study template , a  problem-solution-impact case study , and a  customer journey case study template , among others. Plus, discover the  key components of successful case study presentations , find out the  different types of case study presentations , and get  expert tips .

PowerPoint Single-Slide Case Study Presentation Template

Download the Sample Single-Slide Case Study Presentation Template for PowerPoint Download the Blank Single-Slide Case Study Presentation Template for PowerPoint

When to Use This Template:  Use this single-slide case study presentation template when you need to give a quick but effective overview of a case study. This template is perfect for presenting a case study when time is limited and you need to convey key points swiftly.

Notable Template Features: You can fit everything you need on one slide. Download the version with sample text to see how easy it is to complete the template. Unlike more detailed templates, it focuses on the main points, such as the problem, solution, approach, and results, all in a compact format. It's great for keeping your audience focused on the key aspects of your case study without overwhelming them with information.

PowerPoint Marketing Case Study Template

Download the Sample Marketing Case Study Template for PowerPoint

Download the Blank Marketing Case Study Template for PowerPoint

When to Use This Template: Choose this marketing case study template when you need to dive deep into your marketing strategies and results. It's perfect for marketing managers and content marketers who want to showcase the detailed process and successes of their campaigns. 

Notable Template Features: This template focuses on the detailed aspects of marketing strategies and outcomes. It includes specific sections to outline business needs, results, and strategic approaches.

PowerPoint Problem-Solution-Impact Case Study Template

Download the Sample Problem-Solution-Impact Case Study Template for PowerPoint

Download the Blank Problem-Solution-Impact Case Study Template for PowerPoint

When to Use This Template:  This problem-solution-impact case study template is useful for focusing on how a challenge was solved and the results. Project managers and strategy teams that want to clearly portray the effectiveness of their solutions can take advantage of this template. 

Notable Template Features: This template stands out with its clear structure that breaks down the case into problem, solution, and impact. Use the template — available with or without sample data — to help you tell a complete story, from the issue faced to the solution and its results, making it perfect for presentations that need to show a clear cause-and-effect relationship.

PowerPoint Comparative Study Template

Download the Sample Comparative Study Template for PowerPoint  

Download the Blank Comparative Study Template for PowerPoint  

When to Use This Template:  Choose this comparative study template — available with or without sample data — to illuminate how different products, strategies, or periods stack up against each other. It's great for product managers and research teams who want to do side-by-side comparisons. 

Notable Template Features: This template lets you put things next to each other to see their differences and similarities, with a focus on direct comparisons. Use the columns and split slides to make the content easy to understand and visually appealing, perfect for highlighting changes or different approaches.

PowerPoint Customer Journey Case Study Template

Download the Sample Customer Journey Case Study Template for PowerPoint

Download the Blank Customer Journey Case Study Template for PowerPoint

When to Use This Template: This template is useful for customer experience managers and UX designers who need to understand and improve how customers interact with what they offer. Use the customer journey case study template with sample data to see how to show every step of a customer's experience with your product or service. 

Notable Template Features:  This template focuses on the whole path a customer takes with a product or service. It follows them, from first learning about the offering to after they buy it.

PowerPoint Case Study Storyboard Template

Download the Sample Case Study Storyboard Template for PowerPoint   Download the Blank Case Study Storyboard Template for PowerPoint  

When to Use This Template:  Creative teams and ad agencies should use this case study storyboard template — with or without sample data — to tell a story using more images than text.

Notable Template Features: This template transforms a case study into a visual story. Effectively communicate the journey of a business case, from the challenges faced to the solutions implemented and the results achieved.

Key Components of Successful Case Study Presentations

The key components of successful case study presentations include clear goals, engaging introductions, detailed customer profiles, and well-explained solutions and results. Together they help you present how your strategies succeed in real-world scenarios. 

The following components are fundamental to crafting a compelling and effective marketing case study presentation:   

• Clear Objective:  Define the goal of your case study, ensuring it addresses specific questions or goals. 
• Engaging Introduction:  Start with an overview of the company, product, or service, as well as the context to provide necessary background information. 
• Customer Profile:  Detail your target customer demographics and their needs to help the audience understand who the marketing efforts are aimed at and their relevance. 
• The Challenge:  Clearly articulate the primary problem or issue to overcome to establish the context for the solution and strategy, highlighting the need for action. 
• Solution and Strategy:  Describe the specific strategies and creative approaches used to address the challenge. These details should demonstrate your approach to problem-solving and the thought process behind your decisions. 
• Implementation:  Explain how the solution was put into action to show the practical application. This description should bring your strategy to life, allowing the audience to see how you executed plans. 
• Results and Impact:  Present measurable outcomes and impacts of the strategy to validate and show its effectiveness in real-world scenarios. 
• Visual Elements:  Use charts, images, and infographics to make complex information more accessible and engaging, aiding audience understanding. 
• Testimonials and Quotes:  Include customer feedback or expert opinions to add credibility and a real-world perspective, reinforcing your strategy’s success. 
• Lessons Learned and Conclusions:  Summarize key takeaways and insights gained to show what the audience can learn from the case study. 
• Call to Action (CTA):  End with an action you want the audience to take to encourage engagement and further interaction.

Different Types of Case Study Presentations

The types of case study presentations include those that compare products, showcase customer journeys, or tell a story visually, among others. Each is tailored to different storytelling methods and presentation goals.

The following list outlines various types of case study presentations:   

• Problem-Solution-Impact Case Study:  This type focuses on a clear narrative structure, outlining the problem, solution implemented, and final impact. It's straightforward and effective for linear stories. 
• Comparative Case Study:  Ideal for showcasing before-and-after scenarios or comparisons between different strategies or time periods. This option often uses parallel columns or split slides for comparison. 
• Customer Journey Case Study:  Centered on the customer's experience, this option maps out their journey from recognizing a need to using the product or service, and the benefits they gained. It's a narrative-driven and customer-focused case study format. 
• Data-Driven Case Study:  Emphasizing quantitative results and data, this format is full of charts, graphs, and statistics. This option is perfect for cases where numerical evidence is the main selling point. 
• Storyboard Case Study:  Use this type to lay out the case study in a storytelling format. This option often relies on more visuals and less text. Think of it as a visual story, engaging and easy to follow. 
• Interactive Case Study:  Designed with clickable elements for an interactive presentation, this type allows the presenter to dive into different sections based on audience interest, making it flexible and engaging.
• Testimonial-Focused Case Study:  This format is best for highlighting customer testimonials and reviews. It leverages the power of word of mouth and is highly effective in building trust.

Expert Tips for Case Study Presentations

Expert tips for case study presentations include knowing your audience, telling a clear story, and focusing on the problem and solution. They can also benefit from using visuals and highlighting results.

“Case studies are one of the most powerful tools in an organization’s marketing arsenal,” says Gayle Kalvert, Founder and CEO of  Creo Collective, Inc. , a full-service marketing agency. “Done correctly, case studies provide prospective buyers with proof that your product or service solves their business problem and shortens the sales cycle.”   

“Presentations are probably the most powerful marketing asset, whether for a webinar, a first meeting deck, an investor pitch, or an internal alignment/planning tool,” says marketing expert  Cari Jaquet . “Remember, the goal of a case study presentation is not just to inform, but also to persuade and engage your audience.” 

Use these tips to make your presentation engaging and effective so that it resonates with your audience:   

• Know Your Audience:  Tailor the presentation to the interests and knowledge level of your audience. Understanding what resonates with them helps make your case study more relevant and engaging. “Presentations can also be a forcing function to define your audience, tighten up your mission and message, and create a crisp call to action,” explains Jaquet.
• Tell a Story:  Structure your case study like a story, with a clear beginning (the problem), middle (the solution), and end (the results). A narrative approach keeps the audience engaged. 
• Focus on the Problem and Solution:  Clearly articulate the problem you addressed and how your solution was unique or effective. This section is the core of a case study and should be given ample attention. 
• Use Data Wisely:  Incorporate relevant data to support your points, but avoid overwhelming the audience with numbers. Use charts and graphs for visual representation of data to make it more digestible. 
• Highlight Key Results:  Emphasize the impact of your solution with clear and quantifiable results. This could include increased revenue, cost savings, improved customer satisfaction, and similar benefits.
• Incorporate Visuals:  Use high-quality visuals to break up text and explain complex concepts. Consider using photos, infographics, diagrams, or short videos.  “I put together the graphics that tell the story visually. Speakers often just need a big image or charts and graphs to help guide their talk track. Of course, if the audience expects details (for example, a board deck), the graphic helps reinforce the narrative,” shares Jaquet.
• Include Testimonials:  Adding quotes or testimonials from clients or stakeholders adds credibility and a real-world perspective to your presentation. 
• Practice Storytelling:  A well-delivered presentation is as important as its content. Practice your delivery to ensure you are clear, concise, and engaging. At this point, it also makes sense to solicit feedback from stakeholders. Jaquet concurs: “Once my outline and graphics are in place, I typically circulate the presentation draft for review. The feedback step usually surfaces nuances in the story or key points that need to show up on the slides. There is no point in building out tons of slides without alignment from the speaker or subject matter experts.”
• End with a Strong Conclusion:  Summarize the key takeaways and leave your audience with a final thought or call to action. 
• Seek Feedback:  After your presentation, request feedback to understand what worked well and what could be improved for future presentations. 

“Don't underestimate the power of a great presentation. And don't wait until the last minute or try to invent the wheel on your own,” advises Jaquet. “Many times, getting the next meeting, winning the deal, or getting the project kicked off well, requires your audience to understand and believe your story.”

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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
• URL: https://library.onu.edu/publicrelations