How D’s Keys increased sales with influencer marketing and user-generated content.
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.
Using Humor to Raise Awareness
How D’s Keys increased sales with influencer marketing and user-generated content.
Leaning into Generational Trends
How the National Peanut Board used home decor inspiration to remind its target audience to eat peanut butter.
Leveraging NIL for Pay Equity
How H&R Block inserted itself into a cultural conversation to drive change.
Disrupting the Scroll on TikTok
How CeraVe nurtured long-term relationships with influencers and built fan engagement.
Using Nano-Influencers to Influence
How the Center for Parent and Teen Communication utilized nano-influencers to change a narrative.
Using Videos to Increase Brand Relevance
How Duck Brand gained media interest in a product that has been around since World War II.
Meeting the Challenge of Skeptical Demo Groups
How Merz Aesthetics broke through a crowded market to launch a new FDA-approved product.
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.
Raising Awareness with Data and Influencers
How ID Analytics turned a serviced-based brand into a consumer-facing tool.
Using Humor to Spotlight a Taboo Topic
How Kimberly-Clark overcame taboo to help women who share a common health condition.
Advancing Sustainability through Crowdsourcing
How Levi’s generated online conversation to help reduce environmental impact.
Utilizing Both Paid and Unpaid Influencers
How SABRE embraced paid and unpaid partnerships to reposition its brand.
Increasing Share of Voice for an Established Brand
How Coca Cola sent fans around the world to visit 206 countries in one year.
Forgoing Paid Actors in a PSA
How Sandy Hook Promise launched a PSA on Good Morning America and Katy Perry’s social channels.
Leveraging NIL for Pay Equity
How H&R Block inserted itself into a cultural conversation to drive change.
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.
Converting Work into Charitable Dollars
How Klick Health incentivizes its employees to complete work under budget for social good.
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.
Driving Discussions around Domestic Violence
How the Allstate Foundation engaged the public to raise awareness for an important cause.
Creating a National Tour to Spread Awareness
How Hyundai Motor America executed a national tour to fight pediatric cancer.
Rallying Volunteers in Give-Back Campaign
How IBM used its centennial anniversary for good.
Utilizing Internal Comms for a Cause
How ESPN taught others to pay social good forward.
Creating an Emotional Connection for Parents
How Bounty worked with parents to give back to teachers and communities.
Supporting a Foundation through Radio
How Fisher House used a branded radio program to raise awareness and funds for a nonprofit.
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 Volunteerism to Connect with Consumers
How Barefoot Wine leveraged a fun personality and charitable heritage to connect with consumers.
Using Humor in Fundraising Campaigns
How Gilda’s Club of Northern New Jersey relied on comedy to raise funds.
Advancing Sustainability through Crowdsourcing
How Levi’s generated online conversation to help reduce environmental impact.
Increasing Clinical Trial Funding
How Progeria Research Foundation helped raise awareness of a rare illness and fund clinical trails.
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.
Driving In-Store Traffic with Social Good
How Men’s Wearhouse shifted its ad dollars to PR–and social good.
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.
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.
Flipping the Narrative to Save Louisiana Tourism
How the Louisiana Office of Tourism preserved the state’s tourism industry by creating a single voice.
Saving a Nonprofit with Transparency
How Howard Brown Health Center was saved through a campaign involving transparency and that addressed negative perception.
Increasing Flood Insurance Awareness and Purchase
How the Federal Emergency Management Agency worked to provide Americans with information about their flood risks.
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.
Promoting Inclusivity through Gaming
How Insulet leveraged Animal Crossing: New Horizons to create awareness for those with diabetes.
Embracing a Cross-Functional Team
How Farmer’s Footprint worked on a shoestring budget to raise awareness of a top-performing Change.org petition.
Positioning a Youth Organization to Stand Out
How the Boys & Girls Clubs of Central Ohio embraced community outreach to double its membership and impact.
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.
Driving Discussions around Domestic Violence
How the Allstate Foundation engaged the public to raise awareness for an important cause.
Staving off a Federal Tax Initiative
How Airlines for America mobilized employees and consumers to voice its opposition to proposed taxes.
Innovating with Digital Tactics
How the Consumer Electronics Association positioned itself as a leader in innovation policy.
Standing Up Against Childhood Bullying
How Cartoon Network brought together government, academic and grassroots organizations to engage chilren affected by bullying .
Uniting Various Groups with a Single Message
How the American Sportfishing Association created an advocacy campaign by uniting normally separate voices.
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.
Using Humor to Raise Awareness
How D’s Keys increased sales with influencer marketing and user-generated content.
Positioning a Youth Organization to Stand Out
How the Boys & Girls Clubs of Central Ohio embraced community outreach to double its membership and impact.
Breaking into a New Category
How Sunkist used a sweepstakes to bring awareness of a new product from an established company.
Introducing a Mascot to Bring a Brand to Life
How Loretto created an integrated marketing campaign with a new face.
Breaking through the Noise with Industry Firsts
How Neon used an integrated campaign to drive awareness for NFTs.
Disrupting the Scroll on TikTok
How CeraVe nurtured long-term relationships with influencers and built fan engagement.
Utilizing Unique Insights to Drive Awareness
How the Idaho Potato Commission drove awareness by leveraging a surprising insight and a unique limited offering.
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.
Using Video to Highlight Company Culture
How Kelley Kronenberg used a video to attract the attention of potential partners.
Grabbing Media at Low Cost
How the Barnacle inspired the story of an industry evolution.
Using Emotion to Flip a Brand's Underdog Status
How World’s Best Cat Litter broke through a competitive market by leveraging emotion.
Meeting the Challenge of Skeptical Demo Groups
How Merz Aesthetics broke through a crowded market to launch a new FDA-approved product.
Using Networking to Gain National Exposure
How Palace Resorts gained media exposure using a TV talk show during sweeps.
Tackling the Subject of Childhood Obesity
How the American Heart Association/American Stroke Association increased awareness of, and engagement in, healthy living among families.
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.
Developing a New Awareness Day
How Jack Link’s Beef Jerky created its own awareness day to drive a campaign.
Supporting a Foundation through Radio
How Fisher House used a branded radio program to raise awareness and funds for a nonprofit.
Leveraging Partnerships to Tell an Expansion Story
How SUPERVALU leveraged the food desert platform to gain media opportunities.
Logistical Foresight Offers Successful Hospital Move
How Elmhurst communicated its move from one location to another.
Establishing a Market Presence with Data
How Change Healthcare Corp. secured funding from five firms by going up against an established competitor.
Launching a New Product to Turn Reputation
How Latronix brought a new product to market on a limited budget.
Using Celebrity Power to Reinvigorate Cycling
How Pro Challenge built awareness of a cycling race for avid cyclists and regular sports fans alike.
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 Content Ecosystem
How Orchard Supply Hardware invited nontraditional media to tell its story.
Establishing a Blog to Break Through
How the launch of Apriso’s company blog drove brand awareness and sales.
Increasing Ticket Sales for the Breeders' Cup
How the Breeders’ Cup centered a campaign around the story of a horse adn increased ticket sales.
Keeping a 90-Year Old Program Alive
How Scholastic reinvigorated an older program with a new team.
Embracing Online Video to Drive Sales
How Sara Lee used humor to engage with moms online and ultimately drive sales.
Building Awareness for a Taboo Topic
How Astellas Pharma Canada created an interactive community to help raise awareness of a taboo topic.
Raising Awareness with Data and Influencers
How ID Analytics turned a serviced-based brand into a consumer-facing tool.
Earning Coverage by Being Part of a Trend
How MaggieMoo’s Ice Cream and Treatery used a giveaway to build awareness and drive sales.
Using Humor in Fundraising Campaigns
How Gilda’s Club of Northern New Jersey relied on comedy to raise funds.
Generating Buzz for Bowling
How BPAA attracted a new generation by allowing it to vote on Hall of Fame inductees.
Using Humor to Spotlight a Taboo Topic
How Kimberly-Clark overcame taboo to help women who share a common health condition.
Piquing Media Interest without Specifics
How Hilton hosted a press event without releasing specifics.
Saving a Nonprofit with Transparency
How Howard Brown Health Center was saved through a campaign involving transparency and that addressed negative perception.
Increasing Clinical Trial Funding
How Progeria Research Foundation helped raise awareness of a rare illness and fund clinical trails.
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.
Combining the Power of PR and Advertising
How the U.S. Army used multiple channels to drive officership recruitment.
Driving In-Store Traffic with Social Good
How Men’s Wearhouse shifted its ad dollars to PR–and social good.
Celebrating an Anniversary Worldwide
How Sesame Workshop made social media work for a secondary audience.
Gaining Awareness for STEM Work
How the Siemens Foundation made STEM relevant by media training students.
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.
Driving Awareness of Asthma
How Merck disseminated critical messages to a multilingual community.
Rebranding In-House with a Tight Budget
How Golfweek rebranded a legacy and negotiated new deals as a result.
Becoming a Trusted Voice for the Media
How Foster Farms sparked an industry change through product labeling.
Using Product Samples in a Health Movement
How Flahavan’s used a product sample to gain brand and category awareness.
Increasing Flood Insurance Awareness and Purchase
How the Federal Emergency Management Agency worked to provide Americans with information about their flood risks.
Using Events to Gain New Audiences
How American Media lay the groundwork for repeat events 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.
Increasing Share of Voice for an Established Brand
How Coca Cola sent fans around the world to visit 206 countries in one year.
Creating a Multi-Lingual Comms Architecture
How LSG Sky Chefs created an adaptable comms architecture to provide information around workforce labor negotiations.
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 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 VR to Overcome Campaign Obstacles
How Conservation International used virtual reality to showcase some of its most impressive work.
Using Videos to Increase Brand Relevance
How Duck Brand gained media interest in a product that has been around since World War II.
Localizing a National Crisis to Support the Hungry
How Feeding South Florida brought a global crisis to a personal level.
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.
Converting Work into Charitable Dollars
How Klick Health incentivizes its employees to complete work under budget for social good.
Staving off a Federal Tax Initiative
How Airlines for America mobilized employees and consumers to voice its opposition to proposed taxes.
Rallying Volunteers in Give-Back Campaign
How IBM used its centennial anniversary for good.
Utilizing Internal Comms for a Cause
How ESPN taught others to pay social good forward.
Creating an Emotional Connection for Parents
How Bounty worked with parents to give back to teachers and communities.
Leveraging Partnerships to Tell an Expansion Story
How SUPERVALU leveraged the food desert platform to gain media opportunities.
Logistical Foresight Offers Successful Hospital Move
How Elmhurst communicated its move from one location to another.
Employing Change Management for DEI
How Huntington Bank created cultural change through a five-phase process.
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.
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 Volunteerism to Connect with Consumers
How Barefoot Wine leveraged a fun personality and charitable heritage to connect with consumers.
Mining for Stories to Change Reputation
How General Motors found media story opportunities by meeting with internal stakeholders.
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.
Celebrating an Anniversary Worldwide
How Sesame Workshop made social media work for a secondary audience.
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.
Retiring with a Long-Lasting Community Impact
How Northwestern Mutual CEO’s retirement spurred employee and community engagement.
Driving Engagement for a Brand's Anniversary
How Sealed Air Corp. created an engaging media blitz for a brand anniversary.
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.
Creating a Multi-Lingual Comms Architecture
How LSG Sky Chefs created an adaptable comms architecture to provide information around workforce labor negotiations.
Promoting Inclusivity through Gaming
How Insulet leveraged Animal Crossing: New Horizons to create awareness for those with diabetes.
Using Diverse Stories to Reach a New Audience
How Travel Nurse Across America upended the assumptions around healthcare travelers.
Influencing Organizations to Support People with ID
How Microsoft and the Special Olympics raised resources to support people with intellectual disabilities
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.
Driving a CES Campaign for Auto Tech Dominance
How Ford cut through the clutter of CES to shine a spotlight on innovation.
Using Emotion to Flip a Brand's Underdog Status
How World’s Best Cat Litter broke through a competitive market by leveraging emotion.
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.
Leveraging UGC for a Show Premiere
How TBS used humor and fan art to launch a PR stunt.
Using Celebrity Power to Reinvigorate Cycling
How Pro Challenge built awareness of a cycling race for avid cyclists and regular sports fans alike.
Launching against an Established Competitor
How JPMorgan Chase & Co. positioned its product line for small business owners.
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.
Using Product Samples in a Health Movement
How Flahavan’s used a product sample to gain brand and category awareness.
Using Events to Gain New Audiences
How American Media lay the groundwork for repeat events 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 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.
Utilizing Internal Comms for a Cause
How ESPN taught others to pay social good forward.
Crisis Response with Internal Stakeholders
How MassMutual helped its internal and external community during a natural disaster.
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.
Forgoing Paid Actors in a PSA
How Sandy Hook Promise launched a PSA on Good Morning America and Katy Perry’s social channels.
Breaking through the Noise with Industry Firsts
How Neon used an integrated campaign to drive awareness for NFTs.
Utilizing Unique Insights to Drive Awareness
How the Idaho Potato Commission drove awareness by leveraging a surprising insight and a unique limited offering.
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.
Forming a Smoker Cessation Campaign
How the American Lung Association embraced a local strategy to drive people to quit smoking.
Driving a CES Campaign for Auto Tech Dominance
How Ford cut through the clutter of CES to shine a spotlight on innovation.
Grabbing Media at Low Cost
How the Barnacle inspired the story of an industry evolution.
Using Unlikely Creative to Break Through
How Tobacco Free New York State used a children’s storybook to gain media attention.
Using Networking to Gain National Exposure
How Palace Resorts gained media exposure using a TV talk show during sweeps.
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.
Driving Discussions around Domestic Violence
How the Allstate Foundation engaged the public to raise awareness for an important cause.
Staving off a Federal Tax Initiative
How Airlines for America mobilized employees and consumers to voice its opposition to proposed taxes.
Creating a National Tour to Spread Awareness
How Hyundai Motor America executed a national tour to fight pediatric cancer.
Rallying Volunteers in Give-Back Campaign
How IBM used its centennial anniversary for good.
Using Data to Help a Campaign Go Global
How LinkedIn’s data and PR team worked together to grab media attention.
Innovating with Digital Tactics
How the Consumer Electronics Association positioned itself as a leader in innovation policy.
Developing a New Awareness Day
How Jack Link’s Beef Jerky created its own awareness day to drive a campaign.
Supporting a Foundation through Radio
How Fisher House used a branded radio program to raise awareness and funds for a nonprofit.
Standing Up Against Childhood Bullying
How Cartoon Network brought together government, academic and grassroots organizations to engage chilren affected by bullying .
Leveraging Partnerships to Tell an Expansion Story
How SUPERVALU leveraged the food desert platform to gain media opportunities.
Leveraging UGC for a Show Premiere
How TBS used humor and fan art to launch a PR stunt.
Crisis Response with Internal Stakeholders
How MassMutual helped its internal and external community during a natural disaster.
Establishing a Market Presence with Data
How Change Healthcare Corp. secured funding from five firms by going up against an established competitor.
Employing Branded Newsrooms
How Baylor Health Care System made it easy for journalists to search for company news through a branded newsroom.
Launching a New Product to Turn Reputation
How Latronix brought a new product to market on a limited budget.
Using Celebrity Power to Reinvigorate Cycling
How Pro Challenge built awareness of a cycling race for avid cyclists and regular sports fans alike.
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 Content Ecosystem
How Orchard Supply Hardware invited nontraditional media to tell its story.
Establishing a Blog to Break Through
How the launch of Apriso’s company blog drove brand awareness and sales.
Launching against an Established Competitor
How JPMorgan Chase & Co. positioned its product line for small business owners.
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.
Keeping a 90-Year Old Program Alive
How Scholastic reinvigorated an older program with a new team.
Using Volunteerism to Connect with Consumers
How Barefoot Wine leveraged a fun personality and charitable heritage to connect with consumers.
Building Awareness for a Taboo Topic
How Astellas Pharma Canada created an interactive community to help raise awareness of a taboo topic.
Mining for Stories to Change Reputation
How General Motors found media story opportunities by meeting with internal stakeholders.
Earning Coverage by Being Part of a Trend
How MaggieMoo’s Ice Cream and Treatery used a giveaway to build awareness and drive sales.
Generating Buzz for Bowling
How BPAA attracted a new generation by allowing it to vote on Hall of Fame inductees.
Flipping the Narrative to Save Louisiana Tourism
How the Louisiana Office of Tourism preserved the state’s tourism industry by creating a single voice.
Gaining Awareness with Thought Leadership
How Transition Optical utilized thought leadership and an existing industry event to build relationships.
Piquing Media Interest without Specifics
How Hilton hosted a press event without releasing specifics.
Pulling Rivals Together for the Greater Good
How the American Beverage Association decreased total calories contained in all beverages shipped to U.S. schools.
Increasing Clinical Trial Funding
How Progeria Research Foundation helped raise awareness of a rare illness and fund clinical trails.
Combining the Power of PR and Advertising
How the U.S. Army used multiple channels to drive officership recruitment.
Gaining Awareness for STEM Work
How the Siemens Foundation made STEM relevant by media training students.
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.
Creating and Maintaining the Buzz
How MicroStrategy convinced the world the iPad was for businesses as well as consumers.
Driving Engagement for a Brand's Anniversary
How Sealed Air Corp. created an engaging media blitz for a brand anniversary.
Breaking into the U.S. through Media Relations
How Mahindra Group, unknown to the U.S., generated media coverage.
Driving Awareness of Asthma
How Merck disseminated critical messages to a multilingual community.
Rebranding In-House with a Tight Budget
How Golfweek rebranded a legacy and negotiated new deals as a result.
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.
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.
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.
Grabbing Media at Low Cost
How the Barnacle inspired the story of an industry evolution.
Meeting the Challenge of Skeptical Demo Groups
How Merz Aesthetics broke through a crowded market to launch a new FDA-approved product.
Launching a New Product to Turn Reputation
How Latronix brought a new product to market on a limited budget.
Launching against an Established Competitor
How JPMorgan Chase & Co. positioned its product line for small business owners.
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.
Promoting Inclusivity through Gaming
How Insulet leveraged Animal Crossing: New Horizons to create awareness for those with diabetes.
Embracing a Cross-Functional Team
How Farmer’s Footprint worked on a shoestring budget to raise awareness of a top-performing Change.org petition.
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.
Leaning into Generational Trends
How the National Peanut Board used home decor inspiration to remind its target audience to eat peanut butter.
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.
Introducing a Mascot to Bring a Brand to Life
How Loretto created an integrated marketing campaign with a new face.
Using Diverse Stories to Reach a New Audience
How Travel Nurse Across America upended the assumptions around healthcare travelers.
Disrupting the Scroll on TikTok
How CeraVe nurtured long-term relationships with influencers and built fan engagement.
Influencing Organizations to Support People with ID
How Microsoft and the Special Olympics raised resources to support people with intellectual disabilities
Using Nano-Influencers to Influence
How the Center for Parent and Teen Communication utilized nano-influencers to change a narrative.
Utilizing Unique Insights to Drive Awareness
How the Idaho Potato Commission drove awareness by leveraging a surprising insight and a unique limited offering.
Using VR to Overcome Campaign Obstacles
How Conservation International used virtual reality to showcase some of its most impressive work.
Using Videos to Increase Brand Relevance
How Duck Brand gained media interest in a product that has been around since World War II.
Using Emotion to Flip a Brand's Underdog Status
How World’s Best Cat Litter broke through a competitive market by leveraging emotion.
Using Unlikely Creative to Break Through
How Tobacco Free New York State used a children’s storybook to gain media attention.
Leveraging Short-Form Videos to Drive Awareness
How The Clorox Company used humor and influencer marketing to reinvigorate an existing brand.
Tackling the Subject of Childhood Obesity
How the American Heart Association/American Stroke Association increased awareness of, and engagement in, healthy living among families.
Winning on Social with Millennials
How the Cranberry Marketing Committee leveraged a new holiday to reintroduce a fruit to a younger generation.
Raising Funds for Pediatric Cancer Research
How Northwestern Mutual leveraged Mother’s Day to raise funds to fight pediatric cancer.
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.
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.
Leveraging Star Power for Health Education
How the American Kidney Fund leveraged a high-profile celebrity to raise awareness of kidney disease.
Developing a New Awareness Day
How Jack Link’s Beef Jerky created its own awareness day to drive a campaign.
Creating an Emotional Connection for Parents
How Bounty worked with parents to give back to teachers and communities.
Standing Up Against Childhood Bullying
How Cartoon Network brought together government, academic and grassroots organizations to engage chilren affected by bullying .
Employing Branded Newsrooms
How Baylor Health Care System made it easy for journalists to search for company news through a branded newsroom.
Establishing a Blog to Break Through
How the launch of Apriso’s company blog drove brand awareness and sales.
Increasing Ticket Sales for the Breeders' Cup
How the Breeders’ Cup centered a campaign around the story of a horse adn increased ticket sales.
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 90-Year Old Program Alive
How Scholastic reinvigorated an older program with a new team.
Embracing Online Video to Drive Sales
How Sara Lee used humor to engage with moms online and ultimately drive sales.
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.
Saving a Nonprofit with Transparency
How Howard Brown Health Center was saved through a campaign involving transparency and that addressed negative perception.
Advancing Sustainability through Crowdsourcing
How Levi’s generated online conversation to help reduce environmental impact.
Combining the Power of PR and Advertising
How the U.S. Army used multiple channels to drive officership recruitment.
Changing Policy on a Shoestring Budget
How Save the Bay contributed to changing policy around the use of plastic bags.
Celebrating an Anniversary Worldwide
How Sesame Workshop made social media work for a secondary audience.
Creating and Maintaining the Buzz
How MicroStrategy convinced the world the iPad was for businesses as well as consumers.
Becoming a Trusted Voice for the Media
How Foster Farms sparked an industry change through product labeling.
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.
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 Share of Voice for an Established Brand
How Coca Cola sent fans around the world to visit 206 countries in one year.
Increasing Travel through Partnerships and Social
How Travelocity created a social media campaign that won over the C-suite.
Tools and Tactics for Measuring and Evaluating Reputation
We’ll look at tools available to PR professionals that assess public perception and provide data to measure reputation...
Using Social Listening to Avoid a Crisis
This session will teach how to efficiently monitor social media conversations, identify emerging issues, and respond swi...
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 ...
Invention in a Crisis: Lessons Learned from Creative Comebacks
PR pros known for their creativity and PR pros known for their crisis skills don’t always run in the same circles. But...
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...
Strategic Shield: Handling Pushback on Championing DEI and ESG
PR professionals face unprecedented challenges in championing DEI and ESG initiatives for their organizations. Join our ...
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...
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...
Reputation Management for Influencers
Bonnie Caver of Reputation Lighthouse explains how to mitigate risk, respond to negative comments and actions, and prote...
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...
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...
Using Social Media Monitoring
Kristi Daraban of Nationwide explains how tools and retargeting can be deployed as part of a smart monitoring strategy, ...
Surviving a Social Media Crisis
Kati Murphy of Art Institute of Chicago covers social media crisis prep and ground zero mitigation....
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...
Media Trends Shaping the Future
Explore the significant influence of social media, influencers, podcasts, streaming platforms and more on media relation...
Mastering Content Creation
Candice Beck of Chipotle shares how to encourage influencers to create and share UGC and gain insights into best practic...
Proving the Power of Influencers
Brandi Boatner of IBM shares ways to measure success, evaluate the return on investment, and make data-driven decisions ...
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...
Reputation Management for Influencers
Bonnie Caver of Reputation Lighthouse explains how to mitigate risk, respond to negative comments and actions, and prote...
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...
Leveraging AI for Social Media Content Creation
Learn how AI can streamline content generation, enhance creativity and improve engagement. Discover practical applicatio...
Optimizing Content for AI-Driven Search
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...
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...
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...
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...
AI-Driven Measurement for Communicators
This session explores how AI is changing, and will change, how the industry measures PR performance, in particular relat...
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...
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...
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....
Strategic Shield: Handling Pushback on Championing DEI and ESG
PR professionals face unprecedented challenges in championing DEI and ESG initiatives for their organizations. Join our ...
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...
Best Practices for Media Measurement & Building a Framework
PR and communications teams are being asked to demonstrate ROI on earned media—but those metrics are evolving. Learn h...
Leveraging Data to Measure PR Business Impact
Learn how to translate key insights, trends and performance metrics into compelling visualizations and narratives that d...
Social Listening & Measuring Influencer Performance
This session focuses on the most effective social listening tools for PR and comms teams and how moving beyond vanity me...
AI-Driven Measurement for Communicators
This session explores how AI is changing, and will change, how the industry measures PR performance, in particular relat...
Tools and Tactics for Measuring and Evaluating Reputation
We’ll look at tools available to PR professionals that assess public perception and provide data to measure reputation...
Social Media Metrics—Beyond Fluff & Vanity
Move beyond surface-level metrics and delve into meaningful data that truly reflects your social media performance. Lear...
A Primer on SEO Tactics, Tools and Measurement for PR
Get an outline of the most up-to-date SEO tactics and tools for PR professionals. Plus, Lauren Meckstroth from The Abbi ...
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...
How Gen Z Is Using Social Media Today
This panel will explore the platforms Gen Z gravitates towards, the content they consume and create, and the trends driv...
Optimizing Content for AI-Driven Search
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 ...
Invention in a Crisis: Lessons Learned from Creative Comebacks
PR pros known for their creativity and PR pros known for their crisis skills don’t always run in the same circles. But...
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...
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...
Media Trends Shaping the Future
Explore the significant influence of social media, influencers, podcasts, streaming platforms and more on media relation...
Building a Virtual Media Plan
Christina Gayman shares tips for choosing the right virtual spokesperson, building meaningful relationships with the med...
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...
Embracing Emerging Media
Emily Mekstan of Walgreens; Priscila Martinez ofThe Brand Agency; and Nicole Schuman of PRNEWS will discuss ways to buil...
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...
Making Your Executive Media-Friendly
Michael Collins of CFA Institute and Krystal Howard of Kroger share best practices for training their executives, as wel...
Local Media Relations
Laura Emanuel of Brownstein Group and Paige Funk of Nerd Street Gamers discuss the importance of localizing their storie...
Measuring Your Coverage
Echelle Rutschman of St. Jude Children's Research Hospital shares how to better align KPIs with executive expectations o...
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...
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...
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...
Invention in a Crisis: Lessons Learned from Creative Comebacks
PR pros known for their creativity and PR pros known for their crisis skills don’t always run in the same circles. But...
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 ...
Essential Social Platforms NOW: What to Focus on, What to Forget
Learn which platforms are essential for amplifying a message, and discover strategies to maximize engagement and ROI. Ga...
Using Social Listening to Avoid a Crisis
This session will teach how to efficiently monitor social media conversations, identify emerging issues, and respond swi...
Social Media Metrics—Beyond Fluff & Vanity
Move beyond surface-level metrics and delve into meaningful data that truly reflects your social media performance. Lear...
Leveraging AI for Social Media Content Creation
Learn how AI can streamline content generation, enhance creativity and improve engagement. Discover practical applicatio...
How Gen Z Is Using Social Media Today
This panel will explore the platforms Gen Z gravitates towards, the content they consume and create, and the trends driv...
SEO Fundamentals for PR
Get an overview of the fundamentals of any SEO plan for communicators, including how to perform an SEO audit with techni...
What’s Up With Google’s Latest Algorithm?
Are you caught up with Google algorithms? Learn about the newest updates from Google, tips on tracking algorithmic shift...
Optimizing Content for AI-Driven Search
A Primer on SEO Tactics, Tools and Measurement for PR
Get an outline of the most up-to-date SEO tactics and tools for PR professionals. Plus, Lauren Meckstroth from The Abbi ...
SEO Disruption & the Rise of Social Search
As consumers migrate to online and social communities, PR pros must tap into new opportunities to reach target audiences...
Media Trends Shaping the Future
Explore the significant influence of social media, influencers, podcasts, streaming platforms and more on media relation...
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...
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...
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...
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...
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....
‘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...
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...
Google’s Latest Algorithms Explained
Amy Bongrebe of Arizent shares the most current Google algorithms and what they mean in practice for communicators....
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....
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 ...
Vetting Your Influencers
Steve Denker shares best practices for approaching prospective influencers, cutting ties with partners if necessary and ...
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...