In this excerpt from the new PR News’ Top 100 Case Studies in PR, Vol. 5, the Earth Advantage Institute builds its green cred through extensive stakeholder research and laser-focused media outreach.
Case Study: The Pop Heard Round the World: Global Media Pushâ€¨ Propels Bubble Wrap’s 50th Anniversary CelebrationApril 11th, 2011 by PR News
How do you give proper props to packaging material? If it’s the iconic brand Bubble Wrap, you get the media’s attention through a clever press kit and knowledgeable spokespeople.
Case Study: Bay Area Nonprofit Bag Effort Is Anything But Static, Embracing Viral Video and Bloggers to Save S.F. BayApril 4th, 2011 by PR News
In a quest to curb the use of plastic grocery bags, the Bay Area nonprofit group Save the Bay went mano y mano with the deep-pocketed plastics industry, and was successful in spurring action among the public and government officials.
Employees should be reached through the same communications strategies and platforms they use when they’re not at work. Here’s how Dow Advanced Chemicals applied an external outreach model for best internal results.
Case Study: Beverage Trade Organization Brings in Big Partners, Rallies Soft Drink Rivals in Sweeping School Drink EffortMarch 28th, 2011 by PR News
Looking to deflect criticism that it’s member companies were contributing to child obesity, the American Beverage Association launched a massive initiative that reduced calories in drinks shipped to schools by nearly 90%.
Case Study: Folk-Rocker Jack Johnson Sings Praises of Reusable Water Bottles, Driving Brita’s Sustainability MessageMarch 21st, 2011 by Bill Miltenberg
Turning to a popular entertainment figure devoted to environmental action, Brita and Edelman went grassroots in getting concert-goers to reduce bottled water waste.
Case Study: PR Preparation Drives NFL Rookie Weekend Video Antics, Capped by a Viral Effort That Scores a TouchdownMarch 14th, 2011 by PR News
When Seattle Seahawks rookie Golden Tate did his best imitation of singer Taylor Swift for the camera, it was a cause for celebration for trading card company Panini America.
Case Study: Twitter Connects Navy Sailors, Families and Fans—Proving There’s a Place for the Platform in the MilitaryMarch 7th, 2011 by PR News
The normally conservative U.S. Navy took a chance when it incorporated Twitter into its communications mix, but by being authentic, @NavyNews proved to be a successful communications outlet.
Case Study: Aggressive Media Pitching Drives Business Intelligence iPad App Launch; Positions Maker as Early AdopterFebruary 28th, 2011 by PR News
Seeking to capture media attention for its new business intelligence iPad app, MicroStrategy and Schwartz Communications moved quickly to capitalize on the excitement of the iPad’s mass market introduction.
Case Study: Lockheed Missile Group Launches Peer-Driven Employee Recognition Program—Results Hit the StratosphereFebruary 21st, 2011 by PR News
Facing a possible staffing shortage of epic proportions at the end of this decade, Lockheed Martin recognized the need to praise its employees’ good work—or risk losing them.