Think Big: COMMUNICATING ON A GLOBAL SCALE


Digital communications platforms may help bridge geographic gaps, but by no means do they alleviate the logistical nightmares that come with planning a global initiative. No one knows that better than the communications executives at PricewaterhouseCoopers, who launched the worldwide Responsible Leadership campaign in conjunction with the firm’s 10th anniversary. “There is no silver bullet for launching a global campaign,” says Shannon Schuyler, managing director of corporate responsibility at PwC. But she does identify a few components that were integral to PwC’s success: • Leadership participation: “For us, it helped that we rallied around one common cause and engaged our senior leadership, who took a visible role in supporting the effort both internally and externally.” • Collaboration: “Our brand and communications teams worked closely together on the campaign, ensuring that we had a consistent message in the Web sites, internal communications, press releases and other deliverables.” • Cause-brand alignment: “We selected a cause—educating the children of Darfur—that supported our firm’s global community platform, which is focused on developing the next generation of leaders through youth education.” Collectively, Schuyler says, “all of these individual actions helped deliver a successful global campaign that helped us celebrate, collaborate and donate, and make a meaningful difference in the lives of thousands of refugee children in Darfur.”

Subscribe Now  |  Login


Comments Off

Deals of the Week

Get $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

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.