Know when to "muzzle" execs. When Cybiko, a small toy company out of Russia, launched its first product, Publicis Dialog's New York staffers were wild about the highly creative
founders. But they also knew the execs weren't prepared for dealing with American media. In addition to conducting extensive media training so the founders could handle some
interviews, the PR team enlisted third-party spokespeople from other sources in the toy industry to do some of the talking for them.
Editor's Note: This strategy comes from the PR NEWS Book of 100 Best Case Studies in PR, a Compilation of our top case studies. To order your copy, call 888/707-
5814.