Case Study: Business Without Borders: PwC Celebrates Its 10th Anniversary With a PR Program of Global Proportions

Company: PricewaterhouseCoopers Timeframe: 2008-ongoing As the company’s 10th anniversary drew near, PricewaterhouseCoopers (which was formed in 1998 after a merger between Price Waterhouse and Coopers & Lybrand) executives decided that giving back to global communities would be the best way to celebrate such a significant milestone. Thus, the team launched the Responsible Leadership initiative, in which communities around the world would benefit from the company’s aggressive human rights outreach that targeted specific social crises. In turn, the team also sought to increase PricewaterhouseCoopers’ (PwC) global profile as an organization whose core values hinged on credibility, sustainability and responsible business practices. THE POWER OF 10 Shaping a global communications campaign around issues with life-and-death implications was a profound challenge in and of itself. Couple that with PwC’s enormous size, not to mention the energy and coordination required to connect its many offices around the globe, and suddenly the communications execs were carrying the weight of the world on their shoulders.

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