It’s an age-old issue for communicators: How do you create content for your brand that can break through the noise and find its way to new audiences? In the following case study, we added a few more conditions. First, can your content take a fruit—the cranberry, which is associated mostly with its peak harvest and holiday season—and make it trendy with millennials? Cranberries contain vitamin C and fiber and may help maintain urinary tract health, but with many other foods touting benefits, how could this superfruit stand out from the crowd?
You’re a communicator at a tiny company. Almost nobody knows it. And you’re based in NY City, a place where bigger often seems to be better. The founder of the company, which was started in an apartment, wants you to get the brand to rank high, number one, if possible, on Google search pages. Oh, and you have about $500 in your marketing budget.
As an employee, it is easy to see the daily impact your business has on clients. When you are in middle of your company culture and involved with your daily work, you become extremely familiar with your organization’s mission. You are living it, after all. But how do you explain that company goal to a complete stranger in just a few short minutes? Do you direct them to the mission statement typed out on your website and hope that that’s enough?
Short-form social videos are a very popular form of content, and continue to be a preferred medium for consumption among target audiences. But you must consider the costs associated with distribution of the video, not just the production of it.
Whether you are managing and growing a team in-house, looking to build better relationships with colleagues and senior executives or establishing the best way to work with consultants or clients, creating a PR team structure that produces results and meets demands is critical to success. PR pros must create a thoughtful plan, identify individual strengths, recognize weak spots and address change and challenges head on—all while creating compelling campaigns that produce results. Here’s a case study looking at how a rapidly expanding nonprofit used PR agency principles to organize itself.
This case study looks at how a nonprofit broke the clutter to make sure its message was heard. It used creativity to make sure its message was heard.
In seven weeks, a small group of university students ignited sweeping change across the campus of King University in Tennessee. In just 1,176 hours, the grassroots social media campaign united a formerly fragmented collection of students, faculty, staff and alumni. In 49 days, King’s president resigned under immense pressure on social media.
Ebola deaths were mounting. In early September 2014, Liberia was logging more than 70 confirmed cases daily, and the toll was rising. With too few Ebola Treatment Units (ETUs), a scarcity of ambulances, no way to reach remote areas quickly and healthcare workers falling ill, communication was the only means to forestall spreading the deadly disease.
As PR pros, we know that a large part of our job is to consistently garner coverage for our brand in the media. Whether through traditional or digital mediums, television, radio, print, online or increasingly social engagement, the placements we secure are the measurement of our success. More often than not much of our work is done on a limited budget.
At the end of 2015, Arby’s same-store sales increased 8.1%, outpacing a comparable set of Quick-service restaurants (QSR) by an estimated 5.5% during the same period. While it might seem that this happened overnight, several elements were in place that helped prompt the brand find its voice.