How H&R Block inserted itself into a cultural conversation to drive change.
PRNEWS Resource Library
Our real-world examples give you the perspective you need to solve your toughest challenges.
Our real-world examples give you the perspective you need to solve your toughest challenges.
Leveraging NIL for Pay Equity
How H&R Block inserted itself into a cultural conversation to drive change.
Leaning into Generational Trends
How the National Peanut Board used home decor inspiration to remind its target audience to eat peanut butter.
Using Humor to Raise Awareness
How D’s Keys increased sales with influencer marketing and user-generated content.
Using Nano-Influencers to Influence
How the Center for Parent and Teen Communication utilized nano-influencers to change a narrative.
Disrupting the Scroll on TikTok
How CeraVe nurtured long-term relationships with influencers and built fan engagement.
Meeting the Challenge of Skeptical Demo Groups
How Merz Aesthetics broke through a crowded market to launch a new FDA-approved product.
Using Videos to Increase Brand Relevance
How Duck Brand gained media interest in a product that has been around since World War II.
Leveraging Short-Form Videos to Drive Awareness
How The Clorox Company used humor and influencer marketing to reinvigorate an existing brand.
Winning on Social with Millennials
How the Cranberry Marketing Committee leveraged a new holiday to reintroduce a fruit to a younger generation.
Leveraging Star Power for Health Education
How the American Kidney Fund leveraged a high-profile celebrity to raise awareness of kidney disease.
Advancing Sustainability through Crowdsourcing
How Levi’s generated online conversation to help reduce environmental impact.
Using Humor to Spotlight a Taboo Topic
How Kimberly-Clark overcame taboo to help women who share a common health condition.
Raising Awareness with Data and Influencers
How ID Analytics turned a serviced-based brand into a consumer-facing tool.
Increasing Share of Voice for an Established Brand
How Coca Cola sent fans around the world to visit 206 countries in one year.
Utilizing Both Paid and Unpaid Influencers
How SABRE embraced paid and unpaid partnerships to reposition its brand.
Leveraging NIL for Pay Equity
How H&R Block inserted itself into a cultural conversation to drive change.
Forgoing Paid Actors in a PSA
How Sandy Hook Promise launched a PSA on Good Morning America and Katy Perry’s social channels.
Forming a Smoker Cessation Campaign
How the American Lung Association embraced a local strategy to drive people to quit smoking.
Raising Funds for Pediatric Cancer Research
How Northwestern Mutual leveraged Mother’s Day to raise funds to fight pediatric cancer.
Tackling Sustainability at a Local Level
How Kroger communicates about its food waste reduction program.
Driving Discussions around Domestic Violence
How the Allstate Foundation engaged the public to raise awareness for an important cause.
Utilizing Social Media for Historic Preservation
How the American Express Foundation took inspiration from “American Idol” to vote on historic places in need of repair.
Converting Work into Charitable Dollars
How Klick Health incentivizes its employees to complete work under budget for social good.
Using Volunteerism to Connect with Consumers
How Barefoot Wine leveraged a fun personality and charitable heritage to connect with consumers.
Creating a National Tour to Spread Awareness
How Hyundai Motor America executed a national tour to fight pediatric cancer.
Supporting a Foundation through Radio
How Fisher House used a branded radio program to raise awareness and funds for a nonprofit.
Creating an Emotional Connection for Parents
How Bounty worked with parents to give back to teachers and communities.
Utilizing Internal Comms for a Cause
How ESPN taught others to pay social good forward.
Rallying Volunteers in Give-Back Campaign
How IBM used its centennial anniversary for good.
Using Arbor Day as a Social Media Campaign Hook
How Timberland found new ways to align a brand with tree planting and make it relevant to consumers.
Using Storytelling to Break through in Fundraising
How the National Children’s Center Inc. doubled the number of caregivers to which it provided a pampered night out.
Increasing Clinical Trial Funding
How Progeria Research Foundation helped raise awareness of a rare illness and fund clinical trails.
Advancing Sustainability through Crowdsourcing
How Levi’s generated online conversation to help reduce environmental impact.
Using Humor in Fundraising Campaigns
How Gilda’s Club of Northern New Jersey relied on comedy to raise funds.
Retiring with a Long-Lasting Community Impact
How Northwestern Mutual CEO’s retirement spurred employee and community engagement.
Driving In-Store Traffic with Social Good
How Men’s Wearhouse shifted its ad dollars to PR–and social good.
Convincing Leadership to Support a Cause
How Comcast taught local nonprofits the basics of social media.
Using Social Media to Save Lives
How Rite Aid worked quickly to build a social engagement program to serve changing customer needs.
Localizing a National Crisis to Support the Hungry
How Feeding South Florida brought a global crisis to a personal level.
Keeping an Issue Contained to Social
How American Airlines effectively used social media to respond to customer complaints, even when that customer was a celebrity.
Crisis Response with Internal Stakeholders
How MassMutual helped its internal and external community during a natural disaster.
Saving a Nonprofit with Transparency
How Howard Brown Health Center was saved through a campaign involving transparency and that addressed negative perception.
Flipping the Narrative to Save Louisiana Tourism
How the Louisiana Office of Tourism preserved the state’s tourism industry by creating a single voice.
Managing a Crisis through Teamwork
How the Gilbert Fire and Rescue Department became its own news agency to provide up-to-date information during a crisis.
Increasing Flood Insurance Awareness and Purchase
How the Federal Emergency Management Agency worked to provide Americans with information about their flood risks.
Positioning a Youth Organization to Stand Out
How the Boys & Girls Clubs of Central Ohio embraced community outreach to double its membership and impact.
Embracing a Cross-Functional Team
How Farmer’s Footprint worked on a shoestring budget to raise awareness of a top-performing Change.org petition.
Promoting Inclusivity through Gaming
How Insulet leveraged Animal Crossing: New Horizons to create awareness for those with diabetes.
Securing Funding for Marginalized Communities
How Public Health Solutions secured continued funding for its sexual and reproductive health in the midst of the Covid pandemic.
Using VR to Overcome Campaign Obstacles
How Conservation International used virtual reality to showcase some of its most impressive work.
Using Unlikely Creative to Break Through
How Tobacco Free New York State used a children’s storybook to gain media attention.
Staving off a Federal Tax Initiative
How Airlines for America mobilized employees and consumers to voice its opposition to proposed taxes.
Driving Discussions around Domestic Violence
How the Allstate Foundation engaged the public to raise awareness for an important cause.
Uniting Various Groups with a Single Message
How the American Sportfishing Association created an advocacy campaign by uniting normally separate voices.
Standing Up Against Childhood Bullying
How Cartoon Network brought together government, academic and grassroots organizations to engage chilren affected by bullying .
Innovating with Digital Tactics
How the Consumer Electronics Association positioned itself as a leader in innovation policy.
Pulling Rivals Together for the Greater Good
How the American Beverage Association decreased total calories contained in all beverages shipped to U.S. schools.
Changing Policy on a Shoestring Budget
How Save the Bay contributed to changing policy around the use of plastic bags.
Saving the Library on a Shoestring Budget
How the New York Public Library and Improv Everywhere leveraged letters, videos and employees to save the library.
Breaking through the Noise with Industry Firsts
How Neon used an integrated campaign to drive awareness for NFTs.
Introducing a Mascot to Bring a Brand to Life
How Loretto created an integrated marketing campaign with a new face.
Breaking into a New Category
How Sunkist used a sweepstakes to bring awareness of a new product from an established company.
Positioning a Youth Organization to Stand Out
How the Boys & Girls Clubs of Central Ohio embraced community outreach to double its membership and impact.
Using Humor to Raise Awareness
How D’s Keys increased sales with influencer marketing and user-generated content.
Utilizing Unique Insights to Drive Awareness
How the Idaho Potato Commission drove awareness by leveraging a surprising insight and a unique limited offering.
Disrupting the Scroll on TikTok
How CeraVe nurtured long-term relationships with influencers and built fan engagement.
Using Video to Highlight Company Culture
How Kelley Kronenberg used a video to attract the attention of potential partners.
Using Video to Gain Awareness on a Shoestring
How the Canadian Society for Medical Laboratory Science embraced tight budgets and membership help to achieve awareness.
Meeting the Challenge of Skeptical Demo Groups
How Merz Aesthetics broke through a crowded market to launch a new FDA-approved product.
Using Emotion to Flip a Brand's Underdog Status
How World’s Best Cat Litter broke through a competitive market by leveraging emotion.
Grabbing Media at Low Cost
How the Barnacle inspired the story of an industry evolution.
Using Networking to Gain National Exposure
How Palace Resorts gained media exposure using a TV talk show during sweeps.
Winning on Social with Millennials
How the Cranberry Marketing Committee leveraged a new holiday to reintroduce a fruit to a younger generation.
Tackling the Subject of Childhood Obesity
How the American Heart Association/American Stroke Association increased awareness of, and engagement in, healthy living among families.
Increasing Ticket Sales for the Breeders' Cup
How the Breeders’ Cup centered a campaign around the story of a horse adn increased ticket sales.
Establishing a Blog to Break Through
How the launch of Apriso’s company blog drove brand awareness and sales.
Creating a Content Ecosystem
How Orchard Supply Hardware invited nontraditional media to tell its story.
Launching a New Product to Turn Reputation
How Latronix brought a new product to market on a limited budget.
Proving PR's Worth in Benefits Enrollment Period
How the Centers for Medicare and Medicaid quantified a positive rate of return based on behaviors of its target audience.
Using Celebrity Power to Reinvigorate Cycling
How Pro Challenge built awareness of a cycling race for avid cyclists and regular sports fans alike.
Establishing a Market Presence with Data
How Change Healthcare Corp. secured funding from five firms by going up against an established competitor.
Logistical Foresight Offers Successful Hospital Move
How Elmhurst communicated its move from one location to another.
Leveraging Partnerships to Tell an Expansion Story
How SUPERVALU leveraged the food desert platform to gain media opportunities.
Supporting a Foundation through Radio
How Fisher House used a branded radio program to raise awareness and funds for a nonprofit.
Developing a New Awareness Day
How Jack Link’s Beef Jerky created its own awareness day to drive a campaign.
Leveraging Star Power for Health Education
How the American Kidney Fund leveraged a high-profile celebrity to raise awareness of kidney disease.
Keeping a 90-Year Old Program Alive
How Scholastic reinvigorated an older program with a new team.
Combining the Power of PR and Advertising
How the U.S. Army used multiple channels to drive officership recruitment.
Using Storytelling to Break through in Fundraising
How the National Children’s Center Inc. doubled the number of caregivers to which it provided a pampered night out.
Increasing Clinical Trial Funding
How Progeria Research Foundation helped raise awareness of a rare illness and fund clinical trails.
Saving a Nonprofit with Transparency
How Howard Brown Health Center was saved through a campaign involving transparency and that addressed negative perception.
Piquing Media Interest without Specifics
How Hilton hosted a press event without releasing specifics.
Using Humor to Spotlight a Taboo Topic
How Kimberly-Clark overcame taboo to help women who share a common health condition.
Generating Buzz for Bowling
How BPAA attracted a new generation by allowing it to vote on Hall of Fame inductees.
Using Humor in Fundraising Campaigns
How Gilda’s Club of Northern New Jersey relied on comedy to raise funds.
Earning Coverage by Being Part of a Trend
How MaggieMoo’s Ice Cream and Treatery used a giveaway to build awareness and drive sales.
Raising Awareness with Data and Influencers
How ID Analytics turned a serviced-based brand into a consumer-facing tool.
Building Awareness for a Taboo Topic
How Astellas Pharma Canada created an interactive community to help raise awareness of a taboo topic.
Embracing Online Video to Drive Sales
How Sara Lee used humor to engage with moms online and ultimately drive sales.
Driving Awareness of Asthma
How Merck disseminated critical messages to a multilingual community.
Creating Awareness of Vets' Mental Health
How the Iraq & Afghanistan Veterans of America used a local strategy and a PSA to drive awareness of vets’ mental health.
Gaining Awareness for STEM Work
How the Siemens Foundation made STEM relevant by media training students.
Celebrating an Anniversary Worldwide
How Sesame Workshop made social media work for a secondary audience.
Driving In-Store Traffic with Social Good
How Men’s Wearhouse shifted its ad dollars to PR–and social good.
Increasing Share of Voice for an Established Brand
How Coca Cola sent fans around the world to visit 206 countries in one year.
Breaking through with a New World Record
How Colgate brought together multiple agencies to establish a record for most couples kissing at the same time.
Using Events to Gain New Audiences
How American Media lay the groundwork for repeat events in one year.
Increasing Flood Insurance Awareness and Purchase
How the Federal Emergency Management Agency worked to provide Americans with information about their flood risks.
Using Product Samples in a Health Movement
How Flahavan’s used a product sample to gain brand and category awareness.
Becoming a Trusted Voice for the Media
How Foster Farms sparked an industry change through product labeling.
Rebranding In-House with a Tight Budget
How Golfweek rebranded a legacy and negotiated new deals as a result.
Positioning a Youth Organization to Stand Out
How the Boys & Girls Clubs of Central Ohio embraced community outreach to double its membership and impact.
Creating a Multi-Lingual Comms Architecture
How LSG Sky Chefs created an adaptable comms architecture to provide information around workforce labor negotiations.
Using Diverse Stories to Reach a New Audience
How Travel Nurse Across America upended the assumptions around healthcare travelers.
Forming a Smoker Cessation Campaign
How the American Lung Association embraced a local strategy to drive people to quit smoking.
Using Video to Highlight Company Culture
How Kelley Kronenberg used a video to attract the attention of potential partners.
Using Videos to Increase Brand Relevance
How Duck Brand gained media interest in a product that has been around since World War II.
Using VR to Overcome Campaign Obstacles
How Conservation International used virtual reality to showcase some of its most impressive work.
Raising Funds for Pediatric Cancer Research
How Northwestern Mutual leveraged Mother’s Day to raise funds to fight pediatric cancer.
Localizing a National Crisis to Support the Hungry
How Feeding South Florida brought a global crisis to a personal level.
Tackling Sustainability at a Local Level
How Kroger communicates about its food waste reduction program.
Staving off a Federal Tax Initiative
How Airlines for America mobilized employees and consumers to voice its opposition to proposed taxes.
Converting Work into Charitable Dollars
How Klick Health incentivizes its employees to complete work under budget for social good.
Employing Change Management for DEI
How Huntington Bank created cultural change through a five-phase process.
Using Volunteerism to Connect with Consumers
How Barefoot Wine leveraged a fun personality and charitable heritage to connect with consumers.
Logistical Foresight Offers Successful Hospital Move
How Elmhurst communicated its move from one location to another.
Leveraging Partnerships to Tell an Expansion Story
How SUPERVALU leveraged the food desert platform to gain media opportunities.
Creating an Emotional Connection for Parents
How Bounty worked with parents to give back to teachers and communities.
Utilizing Internal Comms for a Cause
How ESPN taught others to pay social good forward.
Rallying Volunteers in Give-Back Campaign
How IBM used its centennial anniversary for good.
Using Arbor Day as a Social Media Campaign Hook
How Timberland found new ways to align a brand with tree planting and make it relevant to consumers.
Keeping a Long-Term Campaign Current
How the National Heart, Lung, and Blood Institute used celebrities and media partners to raise awareness of a cause.
Increasing Efficiency of HR Comms Dollars
How HP redesigned its HR communications, resulting in more content being consumed.
Transforming Culture through Recognition
How an employee recognition campaign at Lockheed Martin improved morale.
Mining for Stories to Change Reputation
How General Motors found media story opportunities by meeting with internal stakeholders.
Driving Engagement for a Brand's Anniversary
How Sealed Air Corp. created an engaging media blitz for a brand anniversary.
Retiring with a Long-Lasting Community Impact
How Northwestern Mutual CEO’s retirement spurred employee and community engagement.
Creating Awareness of Vets' Mental Health
How the Iraq & Afghanistan Veterans of America used a local strategy and a PSA to drive awareness of vets’ mental health.
Celebrating an Anniversary Worldwide
How Sesame Workshop made social media work for a secondary audience.
Managing a Crisis through Teamwork
How the Gilbert Fire and Rescue Department became its own news agency to provide up-to-date information during a crisis.
Saving the Library on a Shoestring Budget
How the New York Public Library and Improv Everywhere leveraged letters, videos and employees to save the library.
Promoting Inclusivity through Gaming
How Insulet leveraged Animal Crossing: New Horizons to create awareness for those with diabetes.
Creating a Multi-Lingual Comms Architecture
How LSG Sky Chefs created an adaptable comms architecture to provide information around workforce labor negotiations.
Influencing Organizations to Support People with ID
How Microsoft and the Special Olympics raised resources to support people with intellectual disabilities
Using Diverse Stories to Reach a New Audience
How Travel Nurse Across America upended the assumptions around healthcare travelers.
Employing Change Management for DEI
How Huntington Bank created cultural change through a five-phase process.
Driving Awareness of Asthma
How Merck disseminated critical messages to a multilingual community.
Breaking through the Noise with Industry Firsts
How Neon used an integrated campaign to drive awareness for NFTs.
Using Emotion to Flip a Brand's Underdog Status
How World’s Best Cat Litter broke through a competitive market by leveraging emotion.
Driving a CES Campaign for Auto Tech Dominance
How Ford cut through the clutter of CES to shine a spotlight on innovation.
Utilizing Social Media for Historic Preservation
How the American Express Foundation took inspiration from “American Idol” to vote on historic places in need of repair.
Launching against an Established Competitor
How JPMorgan Chase & Co. positioned its product line for small business owners.
Using Celebrity Power to Reinvigorate Cycling
How Pro Challenge built awareness of a cycling race for avid cyclists and regular sports fans alike.
Leveraging UGC for a Show Premiere
How TBS used humor and fan art to launch a PR stunt.
Keeping a Long-Term Campaign Current
How the National Heart, Lung, and Blood Institute used celebrities and media partners to raise awareness of a cause.
Gaining Awareness with Thought Leadership
How Transition Optical utilized thought leadership and an existing industry event to build relationships.
Breaking through with a New World Record
How Colgate brought together multiple agencies to establish a record for most couples kissing at the same time.
Using Events to Gain New Audiences
How American Media lay the groundwork for repeat events in one year.
Using Product Samples in a Health Movement
How Flahavan’s used a product sample to gain brand and category awareness.
Using an ATM to Get Buzz for a Big Mac
How McDonald’s drove engagement for a new product with a stunt involving a vending machine.
Creating a Multi-Lingual Comms Architecture
How LSG Sky Chefs created an adaptable comms architecture to provide information around workforce labor negotiations.
Converting Work into Charitable Dollars
How Klick Health incentivizes its employees to complete work under budget for social good.
Crisis Response with Internal Stakeholders
How MassMutual helped its internal and external community during a natural disaster.
Utilizing Internal Comms for a Cause
How ESPN taught others to pay social good forward.
Increasing Efficiency of HR Comms Dollars
How HP redesigned its HR communications, resulting in more content being consumed.
Transforming Culture through Recognition
How an employee recognition campaign at Lockheed Martin improved morale.
Retiring with a Long-Lasting Community Impact
How Northwestern Mutual CEO’s retirement spurred employee and community engagement.
Convincing Leadership to Support a Cause
How Comcast taught local nonprofits the basics of social media.
Breaking through the Noise with Industry Firsts
How Neon used an integrated campaign to drive awareness for NFTs.
Forgoing Paid Actors in a PSA
How Sandy Hook Promise launched a PSA on Good Morning America and Katy Perry’s social channels.
Securing Funding for Marginalized Communities
How Public Health Solutions secured continued funding for its sexual and reproductive health in the midst of the Covid pandemic.
Utilizing Unique Insights to Drive Awareness
How the Idaho Potato Commission drove awareness by leveraging a surprising insight and a unique limited offering.
Forming a Smoker Cessation Campaign
How the American Lung Association embraced a local strategy to drive people to quit smoking.
Grabbing Media at Low Cost
How the Barnacle inspired the story of an industry evolution.
Driving a CES Campaign for Auto Tech Dominance
How Ford cut through the clutter of CES to shine a spotlight on innovation.
Using Networking to Gain National Exposure
How Palace Resorts gained media exposure using a TV talk show during sweeps.
Using Unlikely Creative to Break Through
How Tobacco Free New York State used a children’s storybook to gain media attention.
Tackling the Subject of Childhood Obesity
How the American Heart Association/American Stroke Association increased awareness of, and engagement in, healthy living among families.
Localizing a National Crisis to Support the Hungry
How Feeding South Florida brought a global crisis to a personal level.
Tackling Sustainability at a Local Level
How Kroger communicates about its food waste reduction program.
Staving off a Federal Tax Initiative
How Airlines for America mobilized employees and consumers to voice its opposition to proposed taxes.
Driving Discussions around Domestic Violence
How the Allstate Foundation engaged the public to raise awareness for an important cause.
Launching against an Established Competitor
How JPMorgan Chase & Co. positioned its product line for small business owners.
Establishing a Blog to Break Through
How the launch of Apriso’s company blog drove brand awareness and sales.
Creating a Content Ecosystem
How Orchard Supply Hardware invited nontraditional media to tell its story.
Using Volunteerism to Connect with Consumers
How Barefoot Wine leveraged a fun personality and charitable heritage to connect with consumers.
Launching a New Product to Turn Reputation
How Latronix brought a new product to market on a limited budget.
Proving PR's Worth in Benefits Enrollment Period
How the Centers for Medicare and Medicaid quantified a positive rate of return based on behaviors of its target audience.
Creating a National Tour to Spread Awareness
How Hyundai Motor America executed a national tour to fight pediatric cancer.
Using Celebrity Power to Reinvigorate Cycling
How Pro Challenge built awareness of a cycling race for avid cyclists and regular sports fans alike.
Employing Branded Newsrooms
How Baylor Health Care System made it easy for journalists to search for company news through a branded newsroom.
Establishing a Market Presence with Data
How Change Healthcare Corp. secured funding from five firms by going up against an established competitor.
Crisis Response with Internal Stakeholders
How MassMutual helped its internal and external community during a natural disaster.
Leveraging UGC for a Show Premiere
How TBS used humor and fan art to launch a PR stunt.
Leveraging Partnerships to Tell an Expansion Story
How SUPERVALU leveraged the food desert platform to gain media opportunities.
Standing Up Against Childhood Bullying
How Cartoon Network brought together government, academic and grassroots organizations to engage chilren affected by bullying .
Supporting a Foundation through Radio
How Fisher House used a branded radio program to raise awareness and funds for a nonprofit.
Developing a New Awareness Day
How Jack Link’s Beef Jerky created its own awareness day to drive a campaign.
Innovating with Digital Tactics
How the Consumer Electronics Association positioned itself as a leader in innovation policy.
Using Data to Help a Campaign Go Global
How LinkedIn’s data and PR team worked together to grab media attention.
Rallying Volunteers in Give-Back Campaign
How IBM used its centennial anniversary for good.
Keeping a 90-Year Old Program Alive
How Scholastic reinvigorated an older program with a new team.
Keeping a Long-Term Campaign Current
How the National Heart, Lung, and Blood Institute used celebrities and media partners to raise awareness of a cause.
Combining the Power of PR and Advertising
How the U.S. Army used multiple channels to drive officership recruitment.
Increasing Clinical Trial Funding
How Progeria Research Foundation helped raise awareness of a rare illness and fund clinical trails.
Pulling Rivals Together for the Greater Good
How the American Beverage Association decreased total calories contained in all beverages shipped to U.S. schools.
Piquing Media Interest without Specifics
How Hilton hosted a press event without releasing specifics.
Gaining Awareness with Thought Leadership
How Transition Optical utilized thought leadership and an existing industry event to build relationships.
Flipping the Narrative to Save Louisiana Tourism
How the Louisiana Office of Tourism preserved the state’s tourism industry by creating a single voice.
Generating Buzz for Bowling
How BPAA attracted a new generation by allowing it to vote on Hall of Fame inductees.
Earning Coverage by Being Part of a Trend
How MaggieMoo’s Ice Cream and Treatery used a giveaway to build awareness and drive sales.
Mining for Stories to Change Reputation
How General Motors found media story opportunities by meeting with internal stakeholders.
Building Awareness for a Taboo Topic
How Astellas Pharma Canada created an interactive community to help raise awareness of a taboo topic.
Driving Awareness of Asthma
How Merck disseminated critical messages to a multilingual community.
Breaking into the U.S. through Media Relations
How Mahindra Group, unknown to the U.S., generated media coverage.
Driving Engagement for a Brand's Anniversary
How Sealed Air Corp. created an engaging media blitz for a brand anniversary.
Creating and Maintaining the Buzz
How MicroStrategy convinced the world the iPad was for businesses as well as consumers.
Creating Awareness of Vets' Mental Health
How the Iraq & Afghanistan Veterans of America used a local strategy and a PSA to drive awareness of vets’ mental health.
Gaining Awareness for STEM Work
How the Siemens Foundation made STEM relevant by media training students.
Becoming a Trusted Voice for the Media
How Foster Farms sparked an industry change through product labeling.
Rebranding In-House with a Tight Budget
How Golfweek rebranded a legacy and negotiated new deals as a result.
Saving the Library on a Shoestring Budget
How the New York Public Library and Improv Everywhere leveraged letters, videos and employees to save the library.
Increasing Travel through Partnerships and Social
How Travelocity created a social media campaign that won over the C-suite.
Using an ATM to Get Buzz for a Big Mac
How McDonald’s drove engagement for a new product with a stunt involving a vending machine.
Breaking into a New Category
How Sunkist used a sweepstakes to bring awareness of a new product from an established company.
Meeting the Challenge of Skeptical Demo Groups
How Merz Aesthetics broke through a crowded market to launch a new FDA-approved product.
Grabbing Media at Low Cost
How the Barnacle inspired the story of an industry evolution.
Launching against an Established Competitor
How JPMorgan Chase & Co. positioned its product line for small business owners.
Launching a New Product to Turn Reputation
How Latronix brought a new product to market on a limited budget.
Piquing Media Interest without Specifics
How Hilton hosted a press event without releasing specifics.
Creating and Maintaining the Buzz
How MicroStrategy convinced the world the iPad was for businesses as well as consumers.
Breaking through with a New World Record
How Colgate brought together multiple agencies to establish a record for most couples kissing at the same time.
Using an ATM to Get Buzz for a Big Mac
How McDonald’s drove engagement for a new product with a stunt involving a vending machine.
Introducing a Mascot to Bring a Brand to Life
How Loretto created an integrated marketing campaign with a new face.
Leveraging NIL for Pay Equity
How H&R Block inserted itself into a cultural conversation to drive change.
Breaking into a New Category
How Sunkist used a sweepstakes to bring awareness of a new product from an established company.
Leaning into Generational Trends
How the National Peanut Board used home decor inspiration to remind its target audience to eat peanut butter.
Using Humor to Raise Awareness
How D’s Keys increased sales with influencer marketing and user-generated content.
Using Social Media to Save Lives
How Rite Aid worked quickly to build a social engagement program to serve changing customer needs.
Embracing a Cross-Functional Team
How Farmer’s Footprint worked on a shoestring budget to raise awareness of a top-performing Change.org petition.
Promoting Inclusivity through Gaming
How Insulet leveraged Animal Crossing: New Horizons to create awareness for those with diabetes.
Utilizing Unique Insights to Drive Awareness
How the Idaho Potato Commission drove awareness by leveraging a surprising insight and a unique limited offering.
Using Nano-Influencers to Influence
How the Center for Parent and Teen Communication utilized nano-influencers to change a narrative.
Influencing Organizations to Support People with ID
How Microsoft and the Special Olympics raised resources to support people with intellectual disabilities
Disrupting the Scroll on TikTok
How CeraVe nurtured long-term relationships with influencers and built fan engagement.
Using Diverse Stories to Reach a New Audience
How Travel Nurse Across America upended the assumptions around healthcare travelers.
Using Emotion to Flip a Brand's Underdog Status
How World’s Best Cat Litter broke through a competitive market by leveraging emotion.
Using Videos to Increase Brand Relevance
How Duck Brand gained media interest in a product that has been around since World War II.
Using VR to Overcome Campaign Obstacles
How Conservation International used virtual reality to showcase some of its most impressive work.
Leveraging Short-Form Videos to Drive Awareness
How The Clorox Company used humor and influencer marketing to reinvigorate an existing brand.
Using Unlikely Creative to Break Through
How Tobacco Free New York State used a children’s storybook to gain media attention.
Winning on Social with Millennials
How the Cranberry Marketing Committee leveraged a new holiday to reintroduce a fruit to a younger generation.
Tackling the Subject of Childhood Obesity
How the American Heart Association/American Stroke Association increased awareness of, and engagement in, healthy living among families.
Raising Funds for Pediatric Cancer Research
How Northwestern Mutual leveraged Mother’s Day to raise funds to fight pediatric cancer.
Keeping an Issue Contained to Social
How American Airlines effectively used social media to respond to customer complaints, even when that customer was a celebrity.
Utilizing Social Media for Historic Preservation
How the American Express Foundation took inspiration from “American Idol” to vote on historic places in need of repair.
Increasing Ticket Sales for the Breeders' Cup
How the Breeders’ Cup centered a campaign around the story of a horse adn increased ticket sales.
Establishing a Blog to Break Through
How the launch of Apriso’s company blog drove brand awareness and sales.
Employing Branded Newsrooms
How Baylor Health Care System made it easy for journalists to search for company news through a branded newsroom.
Standing Up Against Childhood Bullying
How Cartoon Network brought together government, academic and grassroots organizations to engage chilren affected by bullying .
Creating an Emotional Connection for Parents
How Bounty worked with parents to give back to teachers and communities.
Developing a New Awareness Day
How Jack Link’s Beef Jerky created its own awareness day to drive a campaign.
Leveraging Star Power for Health Education
How the American Kidney Fund leveraged a high-profile celebrity to raise awareness of kidney disease.
Keeping a 90-Year Old Program Alive
How Scholastic reinvigorated an older program with a new team.
Using Arbor Day as a Social Media Campaign Hook
How Timberland found new ways to align a brand with tree planting and make it relevant to consumers.
Combining the Power of PR and Advertising
How the U.S. Army used multiple channels to drive officership recruitment.
Advancing Sustainability through Crowdsourcing
How Levi’s generated online conversation to help reduce environmental impact.
Saving a Nonprofit with Transparency
How Howard Brown Health Center was saved through a campaign involving transparency and that addressed negative perception.
Generating Buzz for Bowling
How BPAA attracted a new generation by allowing it to vote on Hall of Fame inductees.
Transforming Culture through Recognition
How an employee recognition campaign at Lockheed Martin improved morale.
Embracing Online Video to Drive Sales
How Sara Lee used humor to engage with moms online and ultimately drive sales.
Creating and Maintaining the Buzz
How MicroStrategy convinced the world the iPad was for businesses as well as consumers.
Celebrating an Anniversary Worldwide
How Sesame Workshop made social media work for a secondary audience.
Changing Policy on a Shoestring Budget
How Save the Bay contributed to changing policy around the use of plastic bags.
Increasing Share of Voice for an Established Brand
How Coca Cola sent fans around the world to visit 206 countries in one year.
Managing a Crisis through Teamwork
How the Gilbert Fire and Rescue Department became its own news agency to provide up-to-date information during a crisis.
Utilizing Both Paid and Unpaid Influencers
How SABRE embraced paid and unpaid partnerships to reposition its brand.
Convincing Leadership to Support a Cause
How Comcast taught local nonprofits the basics of social media.
Becoming a Trusted Voice for the Media
How Foster Farms sparked an industry change through product labeling.
Increasing Travel through Partnerships and Social
How Travelocity created a social media campaign that won over the C-suite.
PR Strategies for Handling the Business Implications of Unintended Crises
Unintended crises have an impact on many stakeholders. These can include your customers, employees and investors, amongs...
Preparing Your Spokesperson for Crisis: Media Training
This presentation will feature in-depth insights and processes with a professional media trainer. We’ll look at proact...
Emerging Issues for Brand Reputation in 2024
Panelists discuss trends and emerging challenges in brand reputation and crisis management, including the impact of curr...
Building a Crisis Team: Your Practical Blueprint
This session will provide attendees with the building blocks for organizing a strong team during a crisis in order to pr...
Protecting Your Brand Reputation From Narrative Attacks Created By Misinformation And Disinformation
In the face of the World Economic Forum's 2024 Global Risks Report identifying misinformation and disinformation as the ...
How Artificial Intelligence Is Changing—and Will Change—PR
Experts from a variety of sectors discuss the state of AI adoption within the communications industry and the technology...
Reputation Management for Influencers
Bonnie Caver of Reputation Lighthouse explains how to mitigate risk, respond to negative comments and actions, and prote...
Protecting Your Brand in the Influencer Marketing Space
Jennifer Malloy and Melissa Steinman of Venable explain what companies should include in contracts with influencers, pro...
Trends to Track For Crisis Mitigation
Mary Beth Levin from USPS shares how she uses social intelligence for crisis mitigation and better customer experience....
Mitigating Risk on Social Media
Sie Soheili of Capital One; Brianna Huff of Navient; and Rod Guajardo of Mississippi State University offer insights on ...
Establishing Your Crisis War Room
Payal Patel of Navy Pier offers tools, tactics and resources that should be in every crisis manager's arsenal....
Preventing & Managing DEI Crises
Dwayna Haley; Matthew Lasky of GLAAD and Raina Fields of the Federal Reserve Bank of Richmond discuss how PR pros can wo...
Crisis Executive Communications
Nigel Glennie of Hilton shares how heset its communications strategy and stayed close to team members, hotel owners, pol...
Using Social Media Monitoring
Kristi Daraban of Nationwide explains how tools and retargeting can be deployed as part of a smart monitoring strategy, ...
What to Do When You Go Viral for All the Wrong Reasons
Hayley Miller of the US Holocaust Memorial Museum shares best practices for what to do when your organization is trendin...
Surviving a Social Media Crisis
Kati Murphy of Art Institute of Chicago covers social media crisis prep and ground zero mitigation....
Media Trends Shaping the Future
Explore the significant influence of social media, influencers, podcasts, streaming platforms and more on media relation...
Adapting to New Media Norms
Learn about strategies to make the most of evolving media platforms, new forms of content creation for PR pros within th...
Reputation Management for Influencers
Bonnie Caver of Reputation Lighthouse explains how to mitigate risk, respond to negative comments and actions, and prote...
Protecting Your Brand in the Influencer Marketing Space
Jennifer Malloy and Melissa Steinman of Venable explain what companies should include in contracts with influencers, pro...
Proving the Power of Influencers
Brandi Boatner of IBM shares ways to measure success, evaluate the return on investment, and make data-driven decisions ...
Mastering Content Creation
Candice Beck of Chipotle shares how to encourage influencers to create and share UGC and gain insights into best practic...
Embracing Emerging Media
Emily Mekstan of Walgreens; Priscila Martinez ofThe Brand Agency; and Nicole Schuman of PRNEWS will discuss ways to buil...
Vetting Your Influencers
Steve Denker shares best practices for approaching prospective influencers, cutting ties with partners if necessary and ...
Ethical AI: Building a Governance Framework and Internal Guidelines
According to the Institute for PR, ethical AI usage is a top concern for PR pros. And maintaining transparency and compl...
Social Media Governance
Ashley Re of Wayne-Sanderson Farms discusses the importance of social media employee guidelines in protecting your organ...
Employee Activism on Social
Rita Men of the University of Florida addresses best practices for using social media as an open forum to listen to empl...
Staffing a Social Media Department
Sierra Barter of AAA shares a successful real-world org chart....
Training New Social Media Employees
Haley Correll of the American Red Cross shares how the organization onboards and teaches new employees to tie social med...
Crafting a Social Media Policy
Jamie Lieberman of Hashtag Legal offers training and compliance tips for those employees handling influencer marketing.J...
Preparing Your Spokesperson for Crisis: Media Training
This presentation will feature in-depth insights and processes with a professional media trainer. We’ll look at proact...
Emerging Issues for Brand Reputation in 2024
Panelists discuss trends and emerging challenges in brand reputation and crisis management, including the impact of curr...
Ethical AI: Building a Governance Framework and Internal Guidelines
According to the Institute for PR, ethical AI usage is a top concern for PR pros. And maintaining transparency and compl...
Leveraging AI for Creativity and Innovation: An OKCupid Case Study
AI has the ability to augment human creativity through content creation, writing, idea generation, and more. Through the...
Employee Activism on Social
Rita Men of the University of Florida addresses best practices for using social media as an open forum to listen to empl...
How Artificial Intelligence Is Changing—and Will Change—PR
Experts from a variety of sectors discuss the state of AI adoption within the communications industry and the technology...
Ethical AI: Building a Governance Framework and Internal Guidelines
According to the Institute for PR, ethical AI usage is a top concern for PR pros. And maintaining transparency and compl...
AI Tools for Workflow Integration
AI tools have the potential to make workflows far more efficient—and the options available for PR professionals are mu...
Leveraging AI for Creativity and Innovation: An OKCupid Case Study
AI has the ability to augment human creativity through content creation, writing, idea generation, and more. Through the...
Tips for Mastering AI Prompt Writing and Research
Large language models such as ChatGPT and Gemini provide major potential for communicators versed in AI prompt writing. ...
Creating an AI Framework to Serve PR Business Goals
Attendees will learn how to organize and leverage an organization’s data to further business goals and set the stage f...
Getting Google's Attention with AI
Matt Raven of Look Left Marketing explains how AI-generated content may impact your search ranking....
Technology in Media Relations
Michael Lamp of Hunter explores how technology can both help and hinder media relations efforts....
Using Multimedia in Pitching
Chris Broyles of KPMG discusses what to include—and what to skip—in pitches and press releases, but also how and whe...
Digital Tools You Need
Matt Cortoy of Primrose Schools provides an overview of the platforms he prefers as an end user....
Writing with Inclusivity
Hollin Nies of Vansary explains how to eliminate exclusionary language in your communications....
Practicing Impactful Allyship
Melissa Vela-Williamson of MVW Communications; Meghnaa Tallapragada, of Temple University; Miri Rodriguez of Microsoft; ...
Preventing & Managing DEI Crises
Dwayna Haley; Matthew Lasky of GLAAD and Raina Fields of the Federal Reserve Bank of Richmond discuss how PR pros can wo...
Communicating With Diverse Audiences
Alanna Bass of OKPlayer shares what works—and what doesn't–when communicating to online audiences in today's politic...
Protecting Your Brand Reputation From Narrative Attacks Created By Misinformation And Disinformation
In the face of the World Economic Forum's 2024 Global Risks Report identifying misinformation and disinformation as the ...
Adapting to New Media Norms
Learn about strategies to make the most of evolving media platforms, new forms of content creation for PR pros within th...
Social Media, Always On
Leveraging AI for Creativity and Innovation: An OKCupid Case Study
AI has the ability to augment human creativity through content creation, writing, idea generation, and more. Through the...
Media Trends Shaping the Future
Explore the significant influence of social media, influencers, podcasts, streaming platforms and more on media relation...
Building Trust in a Mistrusted Media Environment
Panelists will underscore the need to align media messaging with ethical standards and societal values, ensuring your co...
Making Earned Placements Work for You
Learn strategies to enhance the impact of these placements across various channels, including social media, internal com...
Building Authentic Relationships with Journalists
Examine the art of fostering authentic relationships with journalists within the digital communication landscape....
Data-Driven Insights Unveiling Audience Preferences
Learn how to tailor media pitches and content to effectively connect with specific audience segments....
Adapting to New Media Norms
Learn about strategies to make the most of evolving media platforms, new forms of content creation for PR pros within th...
Embracing Emerging Media
Emily Mekstan of Walgreens; Priscila Martinez ofThe Brand Agency; and Nicole Schuman of PRNEWS will discuss ways to buil...
Pitching in the Shadows of Can’t-Miss News
Michael Kaye of OkCupid shares innovative tactics on how to leverage data to make sure your story penetrates in light of...
Building a Virtual Media Plan
Christina Gayman shares tips for choosing the right virtual spokesperson, building meaningful relationships with the med...
The New Role of Media Relations
Kyle Donash of USCellular discusses the need to think differently about the role of corporate communications and media r...
Measuring Your Coverage
Echelle Rutschman of St. Jude Children's Research Hospital shares how to better align KPIs with executive expectations o...
Local Media Relations
Laura Emanuel of Brownstein Group and Paige Funk of Nerd Street Gamers discuss the importance of localizing their storie...
Making Your Executive Media-Friendly
Michael Collins of CFA Institute and Krystal Howard of Kroger share best practices for training their executives, as wel...
Using Multimedia in Pitching
Chris Broyles of KPMG discusses what to include—and what to skip—in pitches and press releases, but also how and whe...
The Metrics that Matter for Social Media Success
Robyn Nissim of Social Proof Agency demonstrates the benefits and pitfalls of each metrics and show attendees how pairin...
The Value of Paid Versus Organic Post
Carrie Strehlau highlights the dos and don’ts of when to go organic versus when to add some dollars behind the posts....
Proving the Power of Influencers
Brandi Boatner of IBM shares ways to measure success, evaluate the return on investment, and make data-driven decisions ...
Measuring PR SEO Success
Lauren Meckstroth of The Abbi Agency demonstrates the top ways to measure SEO success from a PR perspective....
Measuring Your Coverage
Echelle Rutschman of St. Jude Children's Research Hospital shares how to better align KPIs with executive expectations o...
PR Strategies for Handling the Business Implications of Unintended Crises
Unintended crises have an impact on many stakeholders. These can include your customers, employees and investors, amongs...
Building a Crisis Team: Your Practical Blueprint
This session will provide attendees with the building blocks for organizing a strong team during a crisis in order to pr...
Preparing Your Spokesperson for Crisis: Media Training
This presentation will feature in-depth insights and processes with a professional media trainer. We’ll look at proact...
Building Trust in a Mistrusted Media Environment
Panelists will underscore the need to align media messaging with ethical standards and societal values, ensuring your co...
Communicating Your Brand POV on Social
Donetta Allen of Hunter; Ben Dorf of the Ad Council; and Rachel Walsh of Excel Sports Management share tips on deciding ...
Media Trends Shaping the Future
Explore the significant influence of social media, influencers, podcasts, streaming platforms and more on media relation...
‘Newsjacking’: How To Do It Well
Tori Brown of lippe taylor shares best practices determining when, and when not, to seize the marketing moment. Attendee...
Maximizing User-Generated Content on Your Social Platforms
Chris Kim of Airtable demonstrates how to identify advocates, highlight those customers as a consistent drumbeat on your...
Diversifying Your Channel Mix
Gabriel Gomez of Edelman shares best practices in assessing whether and when a new channel makes sense for your company,...
Executive Social Media: Getting Your Leaders off the Sidelines
Rob Wolf of T-Mobile explains best practices for getting your leadership to actively participate in promoting and amplif...
The Metrics that Matter for Social Media Success
Robyn Nissim of Social Proof Agency demonstrates the benefits and pitfalls of each metrics and show attendees how pairin...
Platform Changes: TikTok, Meta, Twitter and More
Kate Black of Horizon Next discusses the emergence of new platforms and the constant evolution of algorithms and feature...
Conducting a Social Media Audit
Steve Denker of TVM Media shares the essential steps in a social media audit to determine what to cut, what to emphasize...
The Value of Paid Versus Organic Post
Carrie Strehlau highlights the dos and don’ts of when to go organic versus when to add some dollars behind the posts....
Optimizing Your Content for Search Discoverability
Heather Hamrick of All Points Digital and Uzair Hasan of Whereoware provide best practices for tackling for the algorith...
Getting Google's Attention with AI
Matt Raven of Look Left Marketing explains how AI-generated content may impact your search ranking....
Google’s Latest Algorithms Explained
Amy Bongrebe of Arizent shares the most current Google algorithms and what they mean in practice for communicators....
Mastering Content Creation
Candice Beck of Chipotle shares how to encourage influencers to create and share UGC and gain insights into best practic...
Measuring PR SEO Success
Lauren Meckstroth of The Abbi Agency demonstrates the top ways to measure SEO success from a PR perspective....
Communicating Your Brand POV on Social
Donetta Allen of Hunter; Ben Dorf of the Ad Council; and Rachel Walsh of Excel Sports Management share tips on deciding ...
Social Media Governance
Ashley Re of Wayne-Sanderson Farms discusses the importance of social media employee guidelines in protecting your organ...
Employee Activism on Social
Rita Men of the University of Florida addresses best practices for using social media as an open forum to listen to empl...
Vetting Your Influencers
Steve Denker shares best practices for approaching prospective influencers, cutting ties with partners if necessary and ...
Social Media, Always On
The Power of Reddit
Don't Make Ads. Make TikToks
Amanda Simpson of TikTok shares insights on how brands can connected with their desired audiences and build authentic co...
Build a Winning Strategy on Pinterest
Aimee Rancer of Pinterest shares how brands and marketers can use the platform as a destination for inspiration and visu...
(Re)Discovering Snapchat
Matt Gehring of MTV shows the kind of content the brand uses on Snapchat Discover to appeal to a younger audience....
Using Instagram Reels to Connect
Sheila Faalasli of National Parks Conservation Association shares best practices using Reels, IGTV and stories....
Skyrocket Your Growth on LinkedIn
Kylee Lessard of LinkedIn shares the latest offerings that will help you build and grow your business on the platform....
Mitigating Risk on Social Media
Sie Soheili of Capital One; Brianna Huff of Navient; and Rod Guajardo of Mississippi State University offer insights on ...
Digital Tools You Need
Matt Cortoy of Primrose Schools provides an overview of the platforms he prefers as an end user....
Paid Social Media Strategies for Any Budget
Kelly Stone of CompTIA shares the secrets to paid social, including some of the unexpected social platforms your team mi...
How to Repurpose Content
Hank Hoffmeier of the American Marketing Association Triangle shares best practices for creating an efficient content wo...
Staffing a Social Media Department
Sierra Barter of AAA shares a successful real-world org chart....
Using Social Media Monitoring
Kristi Daraban of Nationwide explains how tools and retargeting can be deployed as part of a smart monitoring strategy, ...
Video Storytelling That Powers Audience Growth
Amelia Oliver and Lauren Berger of Green Buzz Agency discuss how video storytelling can impact its audience, and share h...
Managing Your Social Media Career
Ashley Sasnett of Equifax shares how social marketers can build credibility in different kinds of organizations, break d...
Building an In-House Content Studio
Cassie Savage of Nestlé Health Science offer lessons learned and how-tos for marketers seeking to craft their own conte...
What to Do When You Go Viral for All the Wrong Reasons
Hayley Miller of the US Holocaust Memorial Museum shares best practices for what to do when your organization is trendin...
Training New Social Media Employees
Haley Correll of the American Red Cross shares how the organization onboards and teaches new employees to tie social med...
How to Advertise on TikTok
Tuck Ross of Synchrony Financial explains how to set up a TikTok advertising campaign, incorporating best practices and ...
Maximizing Your Content Production
Patrick Pho of Volkswagen of America shares how he adapted his company's assets to do more with less and produce success...
Communicating With Diverse Audiences
Alanna Bass of OKPlayer shares what works—and what doesn't–when communicating to online audiences in today's politic...
Surviving a Social Media Crisis
Kati Murphy of Art Institute of Chicago covers social media crisis prep and ground zero mitigation....
Crafting a Social Media Policy
Jamie Lieberman of Hashtag Legal offers training and compliance tips for those employees handling influencer marketing.J...
Agile Content Creation
Lexi Herrick of Arizent shares best practices for an adaptable, flexible content strategy that's in tune with your audie...
Driving Discovery and Action
Amy Hemmati of Google explains how Google and YouTube innovations can inspire new customers to take action....
Creating Content that Resonates
Tara Aston and Tyler Thomason of Walmart share how to nail their channels’ voice and personality, as well as ways to c...
Building Social Good PR Campaigns
Lisa Slappy of Lewis Price; Pretti Shridhar of City of Renton; Melissa Zuckerman of JPA Health; and Nicole Schuman of PR...
AI Tools for Workflow Integration
AI tools have the potential to make workflows far more efficient—and the options available for PR professionals are mu...
Leveraging AI for Creativity and Innovation: An OKCupid Case Study
AI has the ability to augment human creativity through content creation, writing, idea generation, and more. Through the...
Tips for Mastering AI Prompt Writing and Research
Large language models such as ChatGPT and Gemini provide major potential for communicators versed in AI prompt writing. ...
Creating an AI Framework to Serve PR Business Goals
Attendees will learn how to organize and leverage an organization’s data to further business goals and set the stage f...
Working with AI: Writing Tools and Platforms
Tips for Mastering AI Prompt Writing and Research
Large language models such as ChatGPT and Gemini provide major potential for communicators versed in AI prompt writing. ...
Working with AI: Writing Tools and Platforms
Writing with Inclusivity
Hollin Nies of Vansary explains how to eliminate exclusionary language in your communications....
AP Style Refresh
Michael Dowding of Wordscape Communications shares an overview of recent AP Style changes and top mistakes communicators...
Managing Your Social Media Career
Ashley Sasnett of Equifax shares how social marketers can build credibility in different kinds of organizations, break d...