Case Studies

Case Study: Aflac Turns a Heartwarming Story Into a Life-Saving Cause-Branding Campaign

October 5th, 2009 by

Company: Aflac Agency: Fleishman-Hillard Timeframe: 2008-ongoing When news that Aflac employee Steve Karas’ bone marrow donation saved the life of a young boy living near New York reached the company’s corporate public relations team, the… Continued

Best Practices for Cause Marketing Campaigns

September 28th, 2009 by

Following are five ways to make your cause marketing campaigns effective:

Case Study: Jiffy Lube Redefines Preventative Medicine With a Healthy Dose of Cause Marketing

September 28th, 2009 by

Company: Jiffy Lube International Agency: Cone, Inc. Timeframe: 2008-2009 What do automotive oil changes and heart disease have in common? Probably not much at first glance, but that didn’t stop executives at Jiffy Lube International… Continued


September 21st, 2009 by

Given the ubiquity of social media in business communications, it’s only natural that one core component of public relations—the press release—be revised to accommodate digital elements. The concept of a social media press release (SMPR)… Continued

Media Relations Best Practices

September 21st, 2009 by

Need a refresher course on how to ramp up your media relations practices, check out the following:

Presidential Bike-a-Thon: Using Media Relations to Encourage More Active Lifestyles One Bicyclist at a Time

September 21st, 2009 by

Company: Humana Agency: Coyne PR Timeframe: 2008 When you are a one of the nation’s largest healthcare companies, the country’s staggering obesity-related health crisis becomes exponentially more dire. After all, the lack of physical activity… Continued


September 14th, 2009 by

In any PR campaign, success largely depends on the working relationship between the client and its agency partner. To ensure maximum collaboration between his internal team at Deloitte and the agency partner MWW Group during… Continued

Case Study: Deloitte Rebrands Around Executive Eminence to Stand Out From the Crowd

September 14th, 2009 by

Company: Deloitte Agency: MWW Group Timeframe: 2008 Quantifying the value of intangible assets has always been a struggle for communications professionals, whose responsibilities lay primarily in an intellectual, if not ethereal, realm (think reputation, engagement,… Continued

Making the Most Out of Digital Media Relationships

August 31st, 2009 by

Based on the “Moving Citi Forward” campaign’s success in leveraging online media gurus to reach and engage target audiences, Tami McCarthy, founder and CEO of Citi Cards ’ agency partner TMG Brand Communications, identifies the… Continued

Case Study: A Social Media Campaign Promotes Smart Spending and Empowers Young Consumers

August 31st, 2009 by

Company: Citi Cards Agency: TMG Timeframe: 2009 The credit industry has become a key driver of the U.S. consumer economy—a fact that became all too clear in the wake of the financial crisis. Partially borne… Continued