Media Relations Case Studies
Case Study: Bay Area Nonprofit Bag Effort Is Anything But Static, Embracing Viral Video and Bloggers to Save S.F. Bay
In a quest to curb the use of plastic grocery bags, the Bay Area nonprofit group Save the Bay went mano y mano with the deep-pocketed plastics industry, and was successful in spurring action among the public and government officials.
Case Study: Beverage Trade Organization Brings in Big Partners, Rallies Soft Drink Rivals in Sweeping School Drink Effort
Looking to deflect criticism that it’s member companies were contributing to child obesity, the American Beverage Association launched a massive initiative that reduced calories in drinks shipped to schools by nearly 90%.
Case Study: PR Preparation Drives NFL Rookie Weekend Video Antics, Capped by a Viral Effort That Scores a Touchdown
When Seattle Seahawks rookie Golden Tate did his best imitation of singer Taylor Swift for the camera, it was a cause for celebration for trading card company Panini America.
Case Study: Aggressive Media Pitching Drives Business Intelligence iPad App Launch; Positions Maker as Early Adopter
Seeking to capture media attention for its new business intelligence iPad app, MicroStrategy and Schwartz Communications moved quickly to capitalize on the excitement of the iPad’s mass market introduction.
Case Study: With Returning Veterans in Harm’s Way, PR Goes Into Awareness Battle Mode to Communicate Their Plight
Organization: Iraq & Afghanistan Veterans of America (IAVA) Agency: Peppercom Timeframe: December 2008 – December 2009 Ad Council ads on behalf of the IAVA were distributed to 33,000 media outlets nationwide. Image courtesy of the …
Case Study: Edgy Ad Campaign, With Hefty Digital, Traditional PR Support, Helps the Pistachio Come Out of Its Shell
After a contamination scare in early 2009, the pistachio had hit nut-bottom. Leave it to a crazy cast of characters—backed by a big media relations campaign—to not only bring the pistachio back from the dead, but make it a best-seller on the grocery shelves.
Case Study: Three Organizations Put Petal to Metal in Growing Awareness of National Sustainable Landscape Guidelines
PR planted the guidelines seed with a combination of digital outreach to stakeholders and media outreach to general interest pubs and architectural trades.
Case Study: Legit to Quit—Data, DJs and Coalition Building Help Drive Kinder, Gentler Smoking Cessation Campaign
Through comprehensive research of smokers’ habits and barriers to quitting, Porter Novelli and the American Lung Association crafted and executed a successful effort to help smokers quit.