Media Relations Case Studies

Case Study: Beverage Trade Organization Brings in Big Partners, Rallies Soft Drink Rivals in Sweeping School Drink Effort

March 28th, 2011 by

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

March 14th, 2011 by

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

February 28th, 2011 by

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: Celebrating Sesame Street: PR Orchestrates Massive Media, Partnership Effort for 40th Anniversary Season

February 14th, 2011 by

How do you celebrate the longevity and social contributions of an iconic children’s TV show? If you’re Sesame Workshop, you think big, involving key influencers like the world’s largest search engine and the First Lady.

PR Aids Grief-Stricken Parents, Rallies the Public Around a Missing College Student—With Bittersweet Results

January 24th, 2011 by

While investing considerable time and resources into the communications around Morgan Harrington’s disappearance, it was ultimately the emotional investment for the team at Levick Strategic Communications that was most taxing.

Case Study: With Returning Veterans in Harm’s Way, PR Goes Into Awareness Battle Mode to Communicate Their Plight

January 10th, 2011 by

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… Continued

Case Study: Edgy Ad Campaign, With Hefty Digital, Traditional PR Support, Helps the Pistachio Come Out of Its Shell

January 3rd, 2011 by

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

November 15th, 2010 by

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

November 8th, 2010 by

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.

Case Study: PR Helps to Articulate Brain Disease to the NFL and the Public While Lifting Research Group’s Expert Standing

October 25th, 2010 by

After discovering a brain disease caused by concussions, a small research organization turns to PR to help raise its profile and prepare for congressional testimony.