Case Studies

How a Medical Shipping Company Excited Its Employees and Customers About CSR

March 1st, 2019 by

A case study about CSR illustrates the importance of communicating your CSR work both externally and internally.

How a Jail Built a Positive Story to Gain Media Coverage

February 7th, 2019 by

How can a brand or organization communicator generate positive media coverage when reporters gravitate toward bad stories? This case study offers an example of how a communications team at a jail overcame that issue. And the resulting story continues to generate additional positive coverage.

Lessons for PR Pros From Amazon’s Campaign to Win Over NY

February 5th, 2019 by

Amazon’s proposed headquarters in NY was supposed to be a done deal. Opposition to the project has risen, putting communications in the center of the battle and making it prime viewing for PR watchers.

A Law Firm’s Recruiting Videos Show Lawyers Are People Too

November 1st, 2018 by

How compelling can a recruiting video for a law firm be? The answer is plenty when the videos are intended to be as different from conventional recruiting pitches as possible. The results are cinematic and visits to the law firm’s site are up 500%.

How an Association on a Tight Budget Used Video to Inform the Public of Its Existence

September 1st, 2018 by

Plenty of brands use video to disseminate their messages and raise awareness. But how do you do this when the primary parts of your message are almost invisible to the public? That was one of the issues facing the Canadian Society for Medical Laboratory Science, which represents lab professionals.

How Klein Tools Used Videos to Calm Flare-Ups About Global Manufacturing

March 27th, 2018 by

Since 1857, Klein Tools has manufactured its product in the US. Recently, though, it’s expanded globally and begun producing tools overseas. Some of its US-based customers voiced their displeasure on social media about the company’s move to foreign manufacturing. Here’s a case study of how Klein Tools used videos to respond.

How McDonald’s Uses a Former Superhero to Raise Awareness and Sales of Its Dollar Menu

February 13th, 2018 by

We often examine PR campaigns once they’re over as subjects for case studies. This time we take a slightly different route, looking at how a McDonald’s constructs a campaign whose goal is to attract the Hispanic market to its new Dollar Menu.

How a Residential Apartment Brand Stood Out in a Sea of Sameness as It Extended Its Footprint

December 5th, 2017 by

Richman Signature Properties became the new luxury division of The Richman Group , the nation’s 7th largest residential apartment owner. The Richman Group had been known only for developing affordable housing. Here’s how it ramped up its tactics and strategy to become a known entity in the highly saturated luxury apartment market.

PR Lessons From the NFL, Facebook and Weinstein

October 19th, 2017 by

The machinations on Capitol Hill and in the White House have provided a plethora of PR lessons. Yet there also is plenty to feast on beyond the Beltway. As examples we look at PR lessons from the NFL’s National Anthem case, the Weinstein scandal and Facebook’s about-face on Russian advertising and the 2016 presidential election.

How Conservation International Used Virtual Reality to Overcome Obstacles

October 17th, 2017 by

How can a modest nonprofit make audience members aware of conservation issues in a far-off part of the world? Mixing technology and PR tactics helped Conservation International (CI) achieve its goals. This case study explains how CI did it and the lessons it learned.