Media Relations Case Studies

CaseStudy: Digital Media Destination and Internal Environmental Experts Boost Office Depot’s Green Initiative

June 7th, 2010 by

Office supply chain looks to raise awareness of its "Buy green, be green and sell green" among the media and other stakeholders.

Case Study: Agency Recasts Water Bottle Maker’s Tainted Reputation With Refreshing Splash of Environmental Stewardship

May 31st, 2010 by

PR agency Cercone Brown’s "Least Wasteful Cities" campaign helped successfully turn a negative rep into a positive one for sports water bottle maker Nalgene.

Case Study: Healthcare Communications Co. Reaches Media Through Client-produced Articles

May 24th, 2010 by

PR agency Ritz Communications ran a targeted media campaign for medical vendor IT services company Emmi Solutions through arranging and pitching bylined articles written by client champions.

Case Study: Verizon Communications Team Goes Behind the Scenes And In Front of the Media for Its NYC FiOS TV Launch

March 29th, 2010 by

Ever since Verizon launched FiOS TV in Keller, Texas, in September 2005, the company’s ultimate goal had been to roll out the all-fiber-optics video service in the major cities in its service area, particularly in New York.

Case Study: Nationwide, Fleishman-Hillard Take Hands-On Approach To ‘Driving While Distracted’ Cause Campaign

March 15th, 2010 by

After hearing firsthand accounts of the dangers posed by distracted driving from customers and colleagues, Nationwide Insurance became the first insurance company to take on the issue when it launched its campaign to educate consumers on the risks posed by Driving While Distracted (DWD) and encourage Americans to adopt safer driving habits in order to protect lives on the road.

Case Study: Animal Passion and a ‘Desperate’ Strategy Drives Pet Adoption Campaign

February 22nd, 2010 by

To increase awareness about pets in shelters, the Helen Woodward Animal Center (HWAC) teamed up with Procter & Gamble Pet Care’s flagship Iams brand over 10 years ago to launch Iams Home 4 the Holidays (IH4TH), a global pet adoption initiative.

Case Study: PR Propels California Menu Labeling Bill Into Law

February 8th, 2010 by

As a sponsor of landmark restaurant menu-labeling legislation (Senate Bill 1420), the California Center for Public Health Advocacy (CCPHA) enlisted the services of Bay Area-based Brown-Miller Communications to increase public understanding of and support for the nation’s first statewide menu-labeling law.

Hospital Brings Healthcare Field Alive for High Schoolers In a Brand-Lifting Community Relations Campaign

February 1st, 2010 by

Over the past few years, the two major healthcare systems serving Dayton, Ohio, and surrounding areas have negotiated marketing partnership agreements with 10 local schools to provide athletic trainers for student sports programs and for naming rights of various school buildings and sports complexes.

Case Study: Goodyear Gets Grip on New Media With Eagle GT Launch

January 4th, 2010 by

Coyne PR helps the tire manufacturer reach young enthusiasts by putting automotive bloggers on par with traditional media contacts. The product: Goodyear’s Eagle GT high-performance tire. The demographic: males ranging from 16-40 who prefer to be known as trendsetters when it comes to customizing their cars.

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