Case Study: Beverage Org Capitalizes on Obama’s Beer Summit to Launch Frothy Press Release Against an Old Foe


Company: American Beverage Institute Agency: Berman and Company Timeframe: July-August 2009 ABI’s press release followed the traditional one-sheet style, with links to ABI’s Web site featuring more information and background about MADD’s positions on a number of alcohol-related issues. The American Beverage Institute (ABI), a restaurant trade organization dedicated to protecting America’s right to responsible drinking, has the unenviable position of sometimes being at odds with an organization whose ostensible mission is hard to argue against, Mothers Against Drunk Driving (MADD). ABI’s stance is that MADD has taken some extreme positions in the last few years, becoming more of a “neo-Prohibitionist, anti-alcohol organization that now exists on the fringe of public opinion,” says Rick Berman, executive director of ABI, who also runs Berman and Company, a public relations agency and management firm for ABI. When MADD released a statement that ABI felt took an extreme position about a nationally galvanizing issue, the organization saw an opportunity to grab the spotlight for its cause. In late July 2009, the country was swept up in debate over a racially charged incident involving a Cambridge, Mass.

Subscribe Now  |  Login


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.