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In order to bring more attention to its brand, Fresh Step litter, with the help of Purple Door Communications, opted to reinvent the cat video genre by creating the Catdance Film Festival which, in addition to holding a live event in Park City, UT, debuted 12 films online once a week for three months and received more than 2 million video views during the campaign.

The “Catdance Film Festival,” featuring a dozen cat videos, helped to reel in consumers and change their attitudes about Fresh Step’s premium priced cat litter.

Co-Winner: Cisco Systems – Cisco Systems Leads Innovation in Digital PR In an extraordinarily competitive category, Cisco Systems’ digital team is a tour de force of organized, systematic, digital innovation. The company’s core objective, creating… Continued

A consortium of several major food and chemical companies have spent more than $22 million to combat legislative action aimed at forcing companies to label genetically modified food (GMOs).

“Anything bothering you?” That was the question posed by my physician during a recent annual check-up. As he peered at my chart which was looking pretty boring in a good way, I wondered whether I should share something small, like “I get headaches every now and then.” Or should I tell him I’m feeling great, […]

“Anything bothering you?” That was the question posed by my physician during a recent annual check-up. As he peered at my chart which was looking pretty boring in a good way, I wondered whether I… Continued

Can Handle the Truth: More than two-thirds of consumers in the U.S., UK and China place a high value on honesty and transparency, according to a recent Cohn & Wolfe study.

I’ve worked alongside some of the best investor-relations professionals in the business. They are smart, focused and often jaded about the value that public relations can bring to the party. And in many cases, quite frankly, they are right.

Every year, thousands of marketers, agencies, media providers and buyers, branding consultants, industry press and even the occasional PR practitioner converge for four days of speeches, seminars, schmoozing and hyper-networking at the Association of National Marketer’s (ANA) Masters of Marketing Conference.

Despite the constant drumbeat throughout PR and marketing precincts to ramp up spending on social platforms, nearly 60% of senior-level PR executives said they are spending between just 1% and 5% of their overall revenue on social media, according to an exclusive study for PR News conducted by PR consultancy StevensGouldPincus.