Case Studies


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

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 … | MORE »

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BEST PRACTICES FOR INCREASING VISIBILITY OF CSR CAMPAIGNS

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 … | MORE »

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

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 | MORE »

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THE STORY BEHIND THE STORY

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: … | MORE »

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Case Study: UPS Leverages Media Relations & Cohesive Messaging to Trumpet Its Sustainable Spirit

Company: UPS Agency: Fleishman-Hillard Timeframe: 2008 With 99,000 vehicles logging 2 billion miles a year, UPS is the Shaquille O’Neal of carbon footprints. And that’s not to say that the company wasn’t sensitive to environmental … | MORE »

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Case Study: Best Buy Turns Black Friday Into a Beacon of Hope in the Midst of a Dismal Economy

In the world of retail, the day after Thanksgiving is the official kickoff to the holiday shopping season. Aptly dubbed Black Friday, it’s the day diehard shoppers across the country strategize and camp out in front of their favorite stores in an attempt to score the season’s hottest products at a fraction of the price. | MORE »

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LEVERAGING MULTIPLE CHANNELS WHEN LAUNCHING A CAMPAIGN

Events that are linchpins of PR campaigns always require stringent planning, research and execution to kick them off. The logistics are such that it is imperative to draw in all of the departments in your … | MORE »

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DETERMINING TONE: MAN V. MACHINE

As the number of measurement services providers continues to grow exponentially, one of the main points of differentiation is determining who controls the tone of coverage: a human or a machine. “The biggest difference is … | MORE »

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Case Study: The USO Maps Its Way to Measurement Greatness

Company: USO Agency: KDPaine & Partners Timeframe: 2007-ongoing The USO ( United Service Organizations) has deep roots in American culture. A congressionally chartered nonprofit organization that acts as a liaison between the American public and … | MORE »

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WITH MEDIA RELATIONS, TRANSPARENCY IS EVERYTHING

Since taking office, President Obama has made transparency the backbone of his communications efforts. According to Sherry Goldman, president of Goldman Communications Group, PRprofessionals must also follow this mandate when dealing with the media, particularly … | MORE »

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