Case Studies

Wrestle Mania: LESSONS LEARNED

July 27th, 2009 by

According to Gary Davis, vice president of global public affairs for World Wrestling Entertainment (WWE), the 2008 “Smackdown Your Vote!” campaign taught the team two important lessons about executing communications campaigns. • The programs in… Continued

Case Study: Wrestle Mania: WWE Takes on Washington to Inspire Young Voters to Cast Their Ballots

July 27th, 2009 by

With names like Edge, CM Punk, Michelle McCool and The Undertaker topping its roster of champions, World Wrestling Entertainment’s Smackdown brand might seem like an unlikely backer of a community relations initiative … right?

Taming the Social Media Beast in the Midst of a Crisis

July 20th, 2009 by

By now everyone in PR knows a crisis can be just 140 characters away. They also know social media requires the same thing as a successful face-to-face conversation: listening, and earnest interaction. Among the latest… Continued

REBRANDING BEST PRACTICES

July 13th, 2009 by

The primary objectives in establishing a fresh image for a profession may differ from that of a product or service, but the rebrand-ing process is largely universal, according to Society of Actuaries (SOA) director of… Continued

Case Study: How PR Made Actuaries Relevant to the Modern Corporation

July 13th, 2009 by

To make it’s profession more appealing, the Society of Actuaries, with the help of GolinHarris, sets about to rebrand its image.

TORCHING THE COMPETITION

June 29th, 2009 by

Coordinating communications around the sponsorship of the Olympic Games is an immense challenge in and of itself. Imagine, then, what Lenovo and its agency partner Ketchum faced when the preliminary stage of their Beijing Olympics… Continued

Case Study: Lenovo’s Purchase of the IBM PC Division Prompts an Olympic-Size Re-Branding Effort

June 29th, 2009 by

Company: Lenovo Agency: Ketchum Timeframe: January 2007-2008 When Lenovo purchased IBM’s PC division in 2005, it was a Chinese company that flew under the radar of most of the world. However, its $1.25 billion acquisition… Continued

BEST PRACTICES FOR INCREASING VISIBILITY OF CSR CAMPAIGNS

June 22nd, 2009 by

Christine Dotts, CSR PR manager for Intel, provides the following best practices based on the widespread success of the company’s CSR initiatives: • Tell the story: “We are constantly looking for opportunities throughout the organization… Continued

Case Study: Intel Energizes Its CSR Commitments, Focusing on Four Causes to Spread the ‘Good’ Word

June 22nd, 2009 by

As the world’s leader in silicon innovation, Intel Corp.’s products and services impact the lives of individuals and communities around the world every day, often in ways that go unnoticed. Just as its

THE STORY BEHIND THE STORY

June 15th, 2009 by

When UPS executives set out to initiate aggressive media outreach around its various environmental endeavors, they decided to use the following nine stories as news hooks, upon which they could build their overall campaign message:… Continued