Royal Caribbean’s Cynthia Martinez offers tips for turning negative media coverage into a PR success story.
The American Beverage Institute’s communications team offers tips for scanning the media for news hooks for one’s own messages.
Case Study: Post-Haiti Quake, Cruise Line Turns Rough Docking Decision Criticism Into a Smooth CSR story
After a wave of negative press followed Royal Caribbean’s decision return to its long-visited Haitian port just days after the massive earthquake struck the island in January, the cruise company was able to turn the course of the coverage with consistent messaging.
Data shows that “product” stories resonate with the media, particularly when corporate reputations are suffering. Nevertheless, in good times and bad, push product news only when you really have something to say.
Case Study: Plump Up the Volume: PR Injects Potent Media Outreach Into Campaign to Expose ‘Unnatural’ Poultry Practice
To help protect Foster Farms’ Natural product line, Fineman PR plays up the "plumping" of chicken with salt water by competitors.
Radio may not be one of the hot digital platforms, but as one of the oldest communications mediums, it still packs a punch when it comes to reaching target audiences.
When reporters are writing for now, it is the PR professional’s job to give them the tools they need to decide quickly if the stories being pitched to them are relevant to the broader market.
Case Study: Grasshopper’s Multi-Sensory Campaign Grows by Leaps And Bounds, Creating Big Buzz Around Rebranding
Chocolate-covered grasshoppers and a video on entrepreneurship were two of the key components in the Grasshopper Group’s rebranding effort.
Here’s a quick quiz by the Access Communications staff that will keep you on your media relations toes.
Image Patrol: Target Is Anything But On, While PG&E Connects With Post-Explosion Relief Fund and Twitter Outreach
For Target, saying sorry for a donation to an anti-gay politician simply wasn’t enough; PG&E, however, did enough and more after its gas line explosion in the Bay Area.