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.
Short and active snippets of information are key to crisp communications, and to a much longer career as a PR professional. Here are some examples of "keepers" and their dull counterparts.
An ill-fated press conference is bad news for college communicators, but in the process becomes a valuable lesson that will ensure more effective efforts in the future.
To communicate scientific research to audiences, frame it within shared values or beliefs—and use visuals.
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.