Case Studies

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

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

June 15th, 2009 by

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… Continued

LEVERAGING MULTIPLE CHANNELS WHEN LAUNCHING A CAMPAIGN

June 8th, 2009 by

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… Continued

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

June 8th, 2009 by

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.

Case Study: The USO Maps Its Way to Measurement Greatness

June 1st, 2009 by

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… Continued

DETERMINING TONE: MAN V. MACHINE

June 1st, 2009 by

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… Continued

WITH MEDIA RELATIONS, TRANSPARENCY IS EVERYTHING

May 25th, 2009 by

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… Continued

BEST PRACTICES FOR PHILANTHROPIC EMPLOYEE RELATIONS INITIATIVES

May 18th, 2009 by

When looking to launch your own employee relations campaign around a CSR initiative, don’t overlook the following key components, as identified and described by Beth Courtier, head of BT’s Charity Program, and Joanna Sheehy, project… Continued

Case Study: BT Supports Its Employees’ Volunteer Efforts via Global Communications & the Web

May 18th, 2009 by

Connecting employees who are scattered around the globe is a monumental challenge for any organization, and BT, a global provider of communications solutions and services, is no exception.

DIVIDE & CONQUER

May 11th, 2009 by

The nature of SEGA’s community-building initiative, coupled with the major measurement elements, required Kellie Parker, community manager of Sega of America, to divide up the various social media properties with the PR department. This made… Continued