Zen Media - B2B Marketing & PR Agency for B2B Brands

19 Successful PR Campaigns from Innovative Companies

  • Oliver Hays
  • Public Relations
  • December 28, 2023

examples of successful pr campaigns

Successful PR campaigns come in as many different forms as there are brands. What could be innovative and on-point for one company may be totally off-key for another.

Despite that, looking at other companies’ PR successes can still be helpful when developing a comprehensive PR campaign for your brand . So let’s look at 19 major PR successes over the years from companies across various industries and key takeaways to strengthen the impact of your next PR campaign.

1. The “Summer of Barbie” Campaign

The “Summer of Barbie” campaign, associated with the 2023 Barbie movie, created a global buzz. This vibrant campaign included painting mansions pink and setting up life-sized Barbie boxes for photo ops, leading to a surprising pink paint shortage. The campaign’s success was monumental, contributing to the movie’s staggering $2.9 billion global gross.

The Barbie campaign tapped into the nostalgia of a beloved brand while aligning it with contemporary trends. Brands can learn to blend nostalgia with modern elements to appeal to both long-time followers and new audiences.

By weaving a compelling narrative around Barbie and integrating it with real-world experiences, the campaign created a story that people wanted to be a part of. Brands should focus on crafting stories that are not only engaging but also offer opportunities for the audience to participate and contribute, creating a shared and more impactful brand journey.

2. Reinventing Financial PR with Dwolla

Dwolla, an established player in the modern payments platform sector, sought to rejuvenate its image and boost brand awareness in 2022. Zen Media’s approach was a dynamic 90-day PR blitz, focusing on forward-thinking announcements and unveiling new partnerships. This comprehensive strategy also highlighted unique case studies and proactive podcast pitches, cementing Dwolla’s position as a fintech thought leader. The outcome was impressive: over 170 media pieces and 250+ social media engagements, significantly raising Dwolla’s profile and exceeding their expectations in brand visibility.

Dwolla’s campaign also underscores the importance of innovation within industry norms. In the financial sector, where trust and reliability are paramount, Dwolla managed to inject freshness and dynamism into its brand image without losing sight of these core values. Brands in other sectors can take note of this balance between innovation and adherence to industry standards.

3. Lego Rebuild the World 

Their first global PR campaign in decades, Lego’s Rebuild the World was focused on inspiring creative thinking in kids—but also adults. As part of the public relations campaign, Lego asked customers to submit pictures of their creations, aggregated onto a 3D globe on the brand’s website. Users can move and spin the globe to see what people worldwide have created. 

The best part is that Rebuild the World struck the perfect balance between inspirational and playful—an exact fit for Lego’s overall brand personality.

4. Kamua’s Product Launch campaign

Our client Kamua, an AI-powered video editing platform, wanted to establish itself as an authoritative voice in the video editing industry and rapidly expand its base of dedicated users. 

We worked with them to create a comprehensive, strategic public relations strategy that included bylined articles by Kamua founder and CEO Paul Robert Cary; multiple monthly mentions including in tier-one publications; and, most importantly, a Product Hunt launch campaign that would get Kamua’s name and product in front of thousands of tech-savvy users and influencers. 

Kamua became one of the top three most-hunted products on Product Hunt, was featured in Product Hunt’s email newsletter , and was named Best Product of the Week by Product Hunt the week of its campaign. Just one outcome of this PR campaign? The platform gained 400 new users literally overnight.

Related read: Product Launch Marketing: Strategy, Plan, and Execute

Top 3 Most Hunted on ProductHunt banner

5. Dove’s #TheSelfieTalk Campaign

A decade after the women’s skincare brand launched its Real Beauty campaign, it’s still going strong. 

Why? Because they’ve involved real women (and girls) every step of the way. Their latest campaign is a commentary on how social media affects girls’ self-esteem. Their #TheSelfieTalkCampaign shows a young girl editing a photo of herself to post online. To make their point, Dove shows this process in reverse. The advertisement ends by showing the girl’s natural face without makeup or filters. 

From honest conversations on beauty standards to what it means to “throw like a girl,” Dove’s public relations campaigns have evolved and adapted to the times by staying sincerely in touch with what its customers are experiencing in their daily lives.

6. BBC’s Peaky Blinders fan art campaign

Fan art is a world unto itself—but surprisingly few brands embrace this “unofficial” view, even though it’s probably the best possible source of user-generated content a brand could ever ask for. 

An exception to this was the show Peaky Blinders , which issued a call to fans to create art for their new season’s imagery in 2019. Not only did this generate interest among casual viewers and those who were not yet fans, but it also strengthened the relationship between the show’s creators and the viewers who love it—a win-win. 

Related read: How to Take Your User-Generated Content from Good to Great

7. Caldwell’s newsjacking campaign

Caldwell, a law firm specializing in high-growth startups and early-stage tech and life sciences, aimed to extend its brand beyond its founder’s reputation. The firm worked with Zen Media, and our innovative strategy involved a newsjacking campaign, seizing real-time opportunities for Caldwell’s attorneys to comment on global cases. This proactive approach led to numerous features in trade magazines covering tech and biotech cases, enhancing Caldwell’s visibility and establishing its lawyers as industry thought leaders.

Caldwell’s approach illustrates the effectiveness of creating a multi-dimensional brand identity . By showcasing their expertise on various platforms and media, they not only enhanced their brand visibility but also added depth to their brand’s persona. Brands should strive to create a diverse yet cohesive image that reflects their multiple strengths and areas of expertise.

8. The Eras Tour — More than just a concert

Can we call a concert tour a campaign? Why not! Taylor Swift took over the world in 2023 with her Eras Tour. She not only blasted through global attendance and revenue records for a tour and had a direct impact on local economies where she performed (and released multiple albums and a film), but she also created a widespread culture that consumed the market. 

The Eras Tour exemplifies the power of a holistic marketing approach. By integrating various elements—music, visual arts, storytelling—into a cohesive campaign, Swift managed to create a brand experience that was both immersive and memorable. Brands can learn to integrate different marketing elements to create a more comprehensive and engaging campaign.

Another critical aspect of the Eras Tour’s success was Swift’s strong fan base. Brands should focus on building and nurturing a loyal community around their products or services—it can be a powerful tool in amplifying the impact of campaigns.

9. State Street Global Advisors Fearless Girl 

The Fearless Girl statue that the Wall Street firm State Street Global Advisors firm placed to face down the famous Wall Street bull became a symbol of the financial sector’s lack of gender diversity, and the women who have been at the forefront of trying to change that. 

But in addition to its symbolic importance, it’s also a carefully crafted advertisement—one for the firm’s exchange-traded Gender Diversity Index SHE fund. 

The firm has faced some criticism over the years since putting up the statue, as it hasn’t always been clear whether State Street Global Advisors is making gender diversity a true priority. 

And this brings up another important point when it comes to creating successful PR campaigns: Your brand needs to put its money where its mouth is. If you say diversity, or sustainability, or another issue is important to you, make sure you’re backing that up with real action. 

Related read: Negative Public Perceptions and Other PR Problems: How To Change The Narrative

 "The Fearless Girl" statue facing Charging Bull in Lower Manhattan, New York City

10. Calian IT & Cyber Solutions—Blending brands for a bigger impact

Following its acquisition of Computex, Calian IT & Cyber Solutions faced the challenge of merging brand identities and penetrating the U.S. market. They partnered with us at Zen Media, and we created a strategic PR roadmap, including curated proactive pitching topics to position two of Calian IT & Cyber Solutions’ senior executives as thought leaders in their areas of expertise. 

Zen would also help secure the executives Forbes Technology Council memberships and launch a regular cadence of published bylines. This robust campaign led to significant media coverage and awards, with Calian’s IT & Cyber Solutions division reporting double-digit revenue growth, largely credited to their expanded U.S. presence.

In merging two brands, it’s crucial to balance innovation with the preservation of core values and strengths that define each brand. This balance helps in maintaining loyalty among existing customers while attracting new ones.

11. New Cosmos USA’s community-first approach

New Cosmos USA, committed to preventing natural gas explosions with their DeNova Detect alarm, took a unique community-centric PR approach. In response to a gas explosion in West Reading, Pennsylvania, they collaborated with Zen Media for a rapid community support and media outreach strategy. This involved donations, local PSA publications, and educational materials on gas safety. 

The campaign, replicated in other locations, not only bolstered community safety but also positioned DeNova Detect as a leader in natural gas safety, leading to increased sales in those areas. By positioning the DeNova Detect alarm as a solution to a community issue, New Cosmos USA effectively aligned their product with community welfare, enhancing the product’s value proposition. Brands should evaluate the success of their campaigns not just in terms of sales but also by their impact on community welfare and social awareness.

12. Gender Pay Gap Bot Fights For Fair Wages 

As we’ve stated, many companies like to raise awareness of social issues and fight for change. The Gender Pay Gap Bot is an automated Twitter account that advocates for women’s rights to equal pay—and on International Women’s Day, the bot ran a PR campaign to hold companies accountable. 

Their slogan: “Stop posting platitudes. Start fixing the problem.” 

As companies in various industries filled users’ feeds with empowering messages, the Gender Pay Gap Bot responded with data revealing the inequities in compensation between their male and female employees. This PR strategy sheds light on these issues through transparency and neutral messaging. Today, the Twitter account has over 240,000 followers. 

13. McDonald’s ‘We Hire People’ Campaign

Companies that emphasize the importance of diversity, equity, and inclusion (DEI) initiatives are paving the way for a kinder, more inclusive world. Promoting these brand values through public relations strategies is a great way to show your commitment to welcoming all of your employees and customers. 

McDonald’s ‘We Hire People” Campaign does just this. The fast-food chain introduces viewers to many individuals with various cultural backgrounds, passions, and ages. The advertisement shows that McDonald’s doors are open to everyone. These messages are essential in 2024. 

14. Nike’s ‘Just Do It’ Campaign

This campaign has been one of the most successful PR campaigns of all time. The tagline “Just Do It” is simple yet powerful and has become synonymous with Nike’s brand identity. The campaign’s success is due to its inspirational message that encourages consumers to push themselves beyond their limits and achieve their goals. Nike has used the campaign to showcase its products as tools that help people achieve their athletic potential. The “ Just Do It” campaign has also featured famous athletes, such as Michael Jordan and Serena Williams, who embody Nike’s brand values of determination, perseverance, and excellence.

15. Google’s Year in Search

Google’s “Year in Search” campaign is an annual PR campaign that showcases the top trending searches of the year. The campaign has been successful because it taps into people’s emotional connections to current events and showcases Google’s ability to capture the pulse of the world through search data. The campaign is also highly shareable and creates a sense of community around the shared experience of looking back at the year’s top moments. The campaign reinforces Google’s brand identity as a company that is at the forefront of technology and innovation.

16. Red Bull’s ‘Stratos’ Campaign

In 2012, Red Bull sponsored Felix Baumgartner’s record-breaking jump from the edge of space called the “ Red Bull Stratos. ” The campaign was a massive success, generating over 52 million views on YouTube and millions of dollars in earned media coverage. The campaign was successful because it showcased Red Bull’s brand values of extreme sports and adventure while also breaking a world record. The campaign was a testament to the power of experiential marketing and how brands can leverage events to create memorable and impactful campaigns.

17. Chipotle’s ‘Food with ‘Integrity’ campaign

Chipotle’s “ Food with Integrity” campaign was an innovative marketing campaign that aimed to differentiate the company from other fast-food chains by highlighting its commitment to sourcing sustainable and ethically produced ingredients for its menu. The campaign featured a series of advertisements that showcased Chipotle’s use of fresh, locally sourced, and sustainably-raised ingredients and its efforts to reduce its carbon footprint.

What made the campaign innovative was that it was not just a marketing gimmick; Chipotle really did change its sourcing practices to live up to the promises it made in the ads. The company worked directly with farmers and producers to develop sustainable farming practices, and it paid premium prices to ensure that the farmers were able to make a living wage. The success of the campaign was due to its resonance with consumers who valued healthier, more sustainable food options and appreciated Chipotle’s mission as much as its food.

18. Patagonia Says ‘Don’t Buy This Jacket’

Patagonia’s “ Don’t Buy This Jacket” campaign was an innovative marketing campaign that aimed to encourage customers to buy less and reduce their environmental impact. The campaign was launched in 2011 and featured a full-page ad in The New York Times that showed one of Patagonia’s best-selling jackets with the headline “Don’t Buy This Jacket.” The ad went on to explain the environmental impact of the jacket’s production and encouraged customers to think twice before making a purchase.

What made the campaign innovative was that it went against the traditional marketing strategy of encouraging customers to buy more. Instead, Patagonia wanted to use its platform to raise awareness about the environmental impact of consumerism and to encourage customers to make more conscious choices. The campaign also reflected Patagonia’s long-standing commitment to sustainability and its belief that the company had a responsibility to minimize its environmental impact. The campaign was a success and helped to solidify Patagonia’s reputation as a leader in sustainability and environmental activism.

19. Airbnb’s ‘Belong Anywhere’ Campaign

This PR campaign was an innovative campaign that aimed to position the company as a global community that offered unique and authentic travel experiences. The campaign focused on Airbnb’s ability to connect people from different cultures and backgrounds, highlighting the role of welcoming and knowledgeable local hosts. The campaign was successful because it tapped into the growing trend of experiential travel and emphasized the community aspect of travel. It helped establish Airbnb as a disruptor in the travel industry and drove significant growth for the company.

Creating an innovative, successful PR campaign requires a team of experts who know your brand inside and out. If you’re looking for help making your next PR campaign stand out, get in touch with Zen ! 

  • business marketing strategies , Online Marketing , pr campaign , public relations

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Case Study: How Social Media Can Drive Leads

Emily maupai zinberg - 10/15/2021.

Read through this case study to learn how we helped our client pivot during the pandemic to leverage their altered industry landscape and tell an impactful story on social media to secure new, qualified leads.

While the media alerts us to the spread of “pandemic fatigue” among consumers across the country, many businesses are still navigating the challenges brought on by COVID-19.

Let’s be honest. In an already digital world, shifting to communicating with each other virtually was not really that difficult. Software and platform providers like Zoom and Microsoft Teams were already primed to satisfy and capitalize on the immediate need for streaming video services for both consumers and businesses.

However, for the businesses that achieved their success through an in-person customer service experience, it’s been a tougher transition. The ones who have survived and flourished are those who were able to recognize new and different opportunities and act on them to continue connecting with their target audience.

To learn how our client pivoted during the pandemic to leverage their disrupted industry landscape and secure new, qualified leads, read this case study.

Education and Understanding 3E Public Relations (3E PR) client Huntington Learning Center, a national tutoring and test prep franchise, faced great challenges in March 2020 when our world suddenly turned virtual. The corporate and individually own learning centers needed to transition their in-person structure to a virtual experience to keep their services relevant and in-demand.

Offering their tutoring and test prep services online was not enough to maintain business success and, more importantly, stay relevant in a pandemic world. Huntington Learning Center recognized that parents and students needed (and still need) more than tutoring services; they needed an education partner to support and guide them through two of the hardest school years of their lives.

The most impactful story you can tell on social media is one that communicates a true understanding of your target audience’s pain points and inspires trust in your brand as a resource for them. This is what 3E PR helped Huntington Learning Center do in order to maintain and strengthen the connection with their target audience.

Seize the Opportunity As Huntington Learning Center and schools across the world shifted to online learning, parents, students and teachers were rocked by how challenging school became. The environment and connection required for teachers to reach and truly educate a child was lost in a virtual classroom. This brought on great concern from parents and teachers who watched students’ struggle and fall behind throughout the year, referred to as “ the COVID slide .”

This trend presented an opportunity for Huntington Learning Center to become a relevant and valuable resource for parents and students looking to combat learning loss, while also generating awareness and leads for its Academic Evaluation.

Huntington Learning Center’s Academic Evaluation is designed to assess each child to identify strengths and weaknesses. The certified tutors can then develop a customized learning plan to address the areas where a student needs help to succeed academically. This is the first step of Huntington Learning Center’s proven tutoring method. The Academic Evaluation became an invaluable tool for parents during the pandemic to help measure the impact virtual learning had on their child’s school progress.

3E PR worked with Huntington Learning Center to create a strategic social media campaign comprised of Facebook and Instagram ads that would:

  • Grow awareness of Huntington Learning Center’s Academic Evaluation and its benefits by speaking to timely parent pain points.
  • Drive signups for Huntington Learning Center’s Academic Evaluation by offering a limited-time price.
  • Generate leads to be used for future Huntington Learning Center marketing communications.

Educate & Engage Social media marketing cannot be successful without engaging and relevant content that educates the target audience about how a product or service will benefit their life or solve their problem.

Landing Page The first step in creating this campaign was developing a dedicated landing page that would focus on the benefits of the Academic Evaluation. This page reinforced the growing danger of learning loss for students in a virtual classroom and explained how Huntington Learning Center’s evaluation can help children catch up and improve their knowledge and skills.

The landing page then pulled visitors’ attention to a form to fill out in order to receive the limited-time price coupon for the Academic Evaluation.

For the purposes of monitoring and measuring the success of this campaign, website tags and event codes were also placed on the landing page to track visitors and conversions resulting from social media.

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A series of social media ads were written to recount the story of the challenging school years that put our children’s education at risk and reinforced Huntington Learning Center as the premier partner that could help them.

The social media ads included:

  • Casual language and terminology that spoke to parents on their level to avoid alienation.
  • Eye-catching graphics that clearly stated the offer along with imagery of happy children in learning settings to inspire positive and hopeful emotions.
  • Strong calls-to-action to drive parents to act in the moment of interest.

Social Media Ads In running a lead generation campaign where the cost to convert is often higher, careful attention to the targeting parameters is necessary to avoid a wasted media spend. Targeting users who are the most likely to take interest and purchase the service or product is the ultimate goal.

Through Facebook’s advertising platform Huntington Learning Center’s Academic Evaluation campaign was promoted to Facebook and Instagram using a variety of data sources to build out more qualified audience targeting.

  • Lookalike audiences were created based off current page followers and users who had engaged with the pages previously.
  • Custom audiences were created using email lists to deliver ads to current and past Huntington Learning Center customers.
  • Interest-based audiences were created to leverage the like-minded followings of popular parent websites, blogs, brands, etc.

Evaluation & Adjustment One of the most frustrating occurrences in digital marketing is when a media budget is wasted by advertisers who “set it and forget it.” It is rare that the initial advertising copy and imagery selected for a campaign achieves the desired level of results.

3E PR monitored the performance of the social media ads daily and recommended adjustments at appropriate intervals. These adjustments included but were not limited to:

  • Turning off low-performing ads that were not attracting results.
  • Writing several new ad copy variations to find the message that inspired users to click-through to the landing page.
  • Interchanging ads and audiences to identify the most beneficial pairings.
  • Adjusting the layout of the landing page and the length of the form fill to capture more conversions.

With these strategic optimizations, the social media ads saw consistent improvement over the run of the campaign.

Pro Tip: Learn how to optimize your social media campaigns with these tips !

Results The Academic Evaluation campaign ran on social media from July 14-August 3, 2021. During that time, the ads themselves secured 116 leads through Facebook and Instagram. There were also 132 inquiries (people called the Huntington Learning Center call center or an specific Huntington Learning Center location) about the $79 Academic Evaluation offer.

Including the sales from people who purchased an Academic Evaluation and those that went on to purchase a full tutoring program, Huntington Learning Center saw an ROI of 327% as a result of this campaign.

The leads and new customers captured in this campaign will be added to future Huntington Learning Center marketing communications to potentially convert on key services multiple times.

And, Huntington Learning Center now has the benchmark data required to run more informed and strategic social media campaigns in the future.

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Apple's Big Event, Plus Is Corporate Debt at a Crisis Level?

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Popular Topics

Partner center.

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  • Bateman Case Study Competition

Enhance Your Education

The Bateman Case Study Competition is PRSSA’s premier national case study competition for public relations students and gives you an opportunity to apply your classroom education and internship experiences to create and implement a full public relations campaign.

2024 Competition

First established as the National Case Study in 1973 and later renamed to honor the late J. Carroll Bateman, APR, it challenges teams of students to research, plan, implement and evaluate a public relations campaign for an actual client. More than 75 teams enter the competition each year, giving students real-world experience that can translate to résumé additions, portfolio pieces and even jobs. After an extensive judging process, three finalists are chosen to present their campaigns to the sponsor, who receives the right to ideas presented. If your company is interested in enhancing the educational experience of public relations students while also benefitting from their hard work, knowledge and resources, find out more about becoming a  Competition sponsor .

The 2024 Competition will be focused on Culturs , and task students with creating awareness of the magazine on college campuses and its mission to enhance community and foster human connection of culturally fluid communities of multiethnic, multicultural, mixed race and geographically mobile people which includes immigrants, refugees and Third Culture Kids. Culturs activates 21st century cultural Diversity, because everyone should feel like they matter.

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Competition Materials

  • Client Announcement
  • 2024 Timeline
  • 2024 Rules And Guidelines
  • 2024 Project Brief  (Updated Oct. 3, 2023)
  • Deadline: Oct. 23, 2023 (2 p.m. ET)

Client Information

  • Culturs Onboarding * (Steps Listed Below)
  • Non-disclosure Agreement
  • About Culturs – London
  • Culturs Audience – Israel
  • Marketing Questionnaire – China
  • Branding – Fiji
  • Resources – Egypt

* Please note, the full Culturs Onboarding has more steps, but the training was shortened for the Bateman Competition.  Additionally, between step 1 and 2 there may be a 24-hour delay. However, you will progress forward after this step to subsequent steps by taking a short questionnaire. We suggest you not rush this onboarding but allow for at least 4–5 hours to review it all.  Questions can be sent to PRSSA Headquarters at [email protected]

Past Competitions

Whether you are new to the competition or have participated before, review these past campaigns to see the creativity, thoroughness and strategic thinking that go into winning campaigns each year.

  • 2023  News Literacy Project
  • 2022 Lymphoma Research Foundation
  • 2021 PRSA Civility Task Force
  • 2020  U.S. Census Bureau
  • 2019  The PRSA Foundation
  • 2018  With Purpose
  • 2017  Campaign To Change Direction
  • 2016  Student Veterans of America (SVA)
  • 2015  Home Matters
  • 2014  Fiserv
  • 2013  Raising Awareness of the Consequences of Youth Bullying

Sponsor Bateman

Each year, more than 60 student teams at colleges and universities nationwide compete in the Bateman Case Study Competition. With guidance from advisers, each team researches, plans and executes a public relations campaign in its community for the client, which receives rights to the campaign ideas presented.

As the Bateman Competition client and sponsor, you provide an outstanding educational experience for students — but good will certainly isn’t the only benefit of the sponsorship.

  • Local Touch; National Reach. As the competition sponsor, your cause is advocated in various locations nationwide through campaigns tailored to fit each community’s unique demographics and values. You also receive the research findings that support these campaigns.
  • Social Media Immersion . Students, immersed in new technology, are able to confidently apply social media strategies to support your cause.
  • Creativity of Youth. The effective creativity of the student campaigns have been a highlight of the competition every year. As a sponsor, you receive a copy of every entry and rights to use in part or entirety all ideas submitted.
  • Insight of Experience. Each student team has at least one Professional and one Faculty Adviser, who help ground each campaign in the principles of strategic public relations.
  • Nationwide Media Coverage . As the Bateman competition sponsor, you have multiple public relations teams pitching targeted stories about your cause to their local media.

Become a Sponsor

The first step to sponsoring the Bateman Case Study Competition is to contact Jeneen Garcia at [email protected] to discuss the program.

Sponsors are then asked to complete the sponsor RFP form ( Word or PDF ), which is reviewed for approval by PRSSA Headquarters.

  • Individual Scholarships
  • Chapter Awards
  • Leadership Recognition
  • Event Grants
  • Other Competitions
  • Previous Award Winners

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Case Studies

Wkc creates real world impact.

For nearly 20 combined years, we’ve been implementing successful campaigns for both large and small companies. Our clients are long term: three, five and ten-year relationships are not unusual. We consistently place our clients and their products on national and local TV shows and in top tier publications including Fast Company, Men’s Health, Good Housekeeping, Elle, Refinery 29, NYTimes, O, The Oprah Magazine, Brides, Glamour, Elite Daily, BuzzFeed, WSJ, and New York Magazine . 

Present Clients Include...

Charlotte's web.

  • Farmbox Direct
  • New Chapter INC
  • Alkaline Certified
  • World Famous House of Mac
  • Bergdorf Goodman
  • Botanika Life
  • Procter Gamble

Past & Present Clients Include...

CHARLOTTE’S WEB

Scope of work

  • Public Relations

The Start of a CBD Movement

The groundbreaking hemp based CBD brand Charlotte’s Web was founded in 2014 by The Stanley Brothers in Colorado. The company is named after a little girl, Charlotte Figi, whose remarkable story with the brothers was told by CNN’s Dr. Sanjay Gupta and kick-started the CBD movement. Her story has inspired an industry to pursue the vast potential of cannabinoids. After the story aired across the country, tens of thousands of medical refugees flocked to Colorado to have access to what is now known as Charlotte’s Web. 

Charlotte’s Web became known in the children’s epilepsy community, however, news about CBD’s effect on the human endocannabinoid system and all of its daily health and wellness benefits were just beginning to scratch the surface. Forward thinking media and early adopters were beginning to hear about it but it was still considered a product for stoners, pot users and thought of as just another word for marijuana. 

Wunderlich Kaplan Communications was hired to change the hearts and minds of America through media education and editorial storytelling. Charlotte’s Web became known in the children’s epilepsy community, however, news about CBD’s effect on the human endocannabinoid system and all its daily health.

With a superb story, a product that worked, a knowledgeable and compassionate family of founders, citizen science leading the way and with consumer interest, Wunderlich Kaplan Communications knew they had their work cut out for them but felt strongly that they could clear and carve out a path for this brand – cementing The Stanley Brothers as the pioneers of the CBD movement. 

Through a targeted strategy, press outreach, influencers, events and educational outreach, Wunderlich Kaplan Communications has been able to amass over three hundred placements with billions of impressions in 3.5 years. The caveat with the press strategy around Charlotte’s Web was that due to legal regulations, the company could not make medical claims. Wunderlich Kaplan Communications had to find the right journalists and influencers to be activists, product evangelists and spoke persons on their own accord. The journalists who explored the product and subsequently had life changing experiences, became ongoing champions of the movement and brand enabling Wunderlich Kaplan Communications to spread the word, one respectable story at a time. In two years, Wunderlich Kaplan Communications has been able to change the minds of the masses. 

Most recently, The Stanley Brothers were featured as a cover story in the New York Times and have been featured in top outlets across the world including Forbes, Entrepreneur, Men’s Health, Pop Sugar, CNN, MSNBC, The Daily Mail, Huffington Post, Yahoo Finance, Mashable and Cosmopolitan to just name a few. Sales grew so fast that in October of 2018, Charlotte’s Web became the first CBD company to secure an IPO without being engaged in a reverse merger. The IPO was successfully completed and announced for $110 million dollars.

The Stanley Brothers and Charlotte’s Web have now secured their rightful position as the creators of a $20 billion dollar industry and their company is now valued at $1.4 billion (as of March 2019). 

Charlotte’s Web is the number one CBD brand in the USA and distributed through more than 22,000 retail locations, select distributors and online through the Company’s website.  

CW Hemp The Strategist

  • Social Media

The Nude For All Campaign

Ethical and socially conscious lingerie brand Naja was founded in 2013 by CEO and Creative Director Catalina Girald along with “Jane the Virgin” actress Gina Rodriguez, who became a co-founder in 2015. The duo created a new collection to appeal to seven shades of skin tones and launched the now internationally well known, Nude for All Campaign. 

To promote the news, Naja was supported by PR agency Wunderlich Kaplan Communications who used social media and media relations as cornerstones of the campaign. Outreach to selected consumer, fashion, news outlets and blogs resulted in notable placements in major publications including BOF, Huffington Post, Fast Company, Adweek, WWD, Cosmopolitan, Refinery 29, AdAge, and Glamour . The enormous amount of press coverage indicated immense support for the collection and raised powerful awareness for Naja. A strong call-to-action invited consumers to find our their personal lingerie color. The campaign was boosted through subway advertising in New York City; platform poles at the Bedford L stop were covered in different nude shades with the campaign hashtag #nudeforall. The advertising campaign was directed by Badger & Winters.

The multi-faceted campaign went viral generating 800 million global impressions worldwide in four days. Photography associated with the campaign used real women of different ethnicities and professional backgrounds, including a Silicon Valley engineer and a ballet dancer. As of late 2017 the campaign was still receiving press with a total of 2.2 billion impressions. 

public relations case studies 2021

FarmBox Direct

FARMBOX DIRECT

  • Traditional Media

From Food Stamps To A Multi-Million Dollar Empire

Farmbox Direct is a subscription-based service that delivers the freshest fruit and vegetables directly to doorsteps nationwide from organic farms. Created by single mom Ashley Tyrner, Farmbox Direct was founded to address the needs of busy moms, food-challenged families and to eradicate the overwhelming food desert problem in America. As a single mom on food stamps, Ashley didn’t always have time to make a weekly trip to her local farmer’s market to pick up fresh produce, nor did she have the money to do so. She realized that people needed access to convenient and affordable fresh fruit and vegetables. In 2014, she rose to the occasion, leaving behind her job to address this void in the food industry. Planning for industry disruption, and witnessing first hand that there was a clear need for this, Tryner brought on Wunderlich Kaplan Communications in 2014 and together they built a story on hope, social impact and perseverance. 

In the first year of working together, Wunderlich Kaplan Communications secured placements with Fox News, WPIX, The Today Show, Yahoo, The Daily News, Newsday and more. Over the next few years, these media placements allowed the agency to secure major speaking engagements for Tyrner that directly led to a deal with QVC and established her as a leader in the wellness space. 

In 2020, as Americans fervently turned to grocery delivery services during the height of the pandemic, many companies failed to deliver, however FarmBox Direct pivoted and Wunderlich Kaplan Communications helped drive the narrative of Food As Medicine. Going above and beyond customer’s expectations with speed and quality, FarmBox Direct grew 2200% in 2020 and was featured in major media outlets such as CNN, Shape, Health, Bloomberg, ABC News, Popsugar, Fatherly, O, The Oprah Magazine and more resulting in billions of media impressions. 

FarmBox Direct’s projections are now at a whopping $28 million projected for 2021 and the brand message focuses on creating foundational health with fresh fruits and produce. Wunderlich Kaplan Communications launched this focus and started the year strong with a prominent placement on the front page of BBC News. 

In 2020, Tyrner launched a separate, health care concept of FarmBox RX with her first major media coverage in Forbes. This very Forbes article galvanized what is now a separate division called FarmBox RX, by creating visibility for a small insurance carrier in Pennsylvania. As a result, the company has now expanded FarmBox RX nationally with several top insurance companies. 

To date Wunderlich Kaplan Communications has secured over 5.4 billion views of media coverage for FarmBox Direct. 

public relations case studies 2021

The Bridgerton Effect

Founder of LaRue 1680, single mom and serial entrepreneur, Stephanie Synclair wanted to bring wellness and a bit of ritualistic zen to everyone in 2020. When the pandemic shutdown happened, mindfulness, relaxing and being able to calm the noise became crucial. From her travels through the East, she learned of tea, not only the benefits of it, how tea provided people a moment of peace in time. From this, LaRue 1680 was born to provide a high quality solution for those who desired an organic luxury tea brand and ritualistic experience. 

Wunderlich Kaplan Communications was brought on to aid with the launch of the rollout. In December 2020 the wildly popular Netflix shows The Crown and Bridgerton were making tea part of the cultural zeitgeist again and the team at WKC jumped on this opportunity to help Stephanie curate a Bridgerton collection. The media response was immediate and almost instantaneous, WKC secured placements for LaRue 1680 and Stephanie in Vogue, French Vogue, NBC News, Today.com, Reader’s Digest, Martha Stewart, Southern Living, Modern Luxury, Black Enterprise , the cover page of CNN online and The Drew Barrymore show to just name a few. Drew Barrymore proclaimed the brand as “The Best Tea Ever” and sipping a cup was a “Whole Experience.”

From these media placements, LaRue 1680 saw a 500% increase in sales over the weekend. This pop-cultural tie-in strategy resulted in 505M views in media coverage in as little as 3 months. Stephanie recently revealed that due to the press and media success, she was able to reach her yearly financial goal in under five months. She even had to open a warehouse for shipping and production due to popular demand. 

Additionally, Wunderlich Kaplan Communications has now secured two major brand collaborations, including a hotel partnership.

public relations case studies 2021

House Of Mac

House of mac.

WORLD FAMOUS HOUSE OF MAC

Pitbull's Former Manager Creates An Empire

Derrick Turton, also known as Chef Teach, the former music manager of Pitbull, was inspired after the death of his father to change the direction of his life and get back to his culinary roots. This promising entrepreneur had dreams to expand from his one local food truck, the original World Famous House of Mac , to a multi location empire with a cult celebrity following. 

Hiring and partnering with Wunderlich Kaplan Communications in 2018, the agency helped Turton’s dream become a reality. Expanding from his one food truck to now having three standing brick and mortar locations. 

Celebrity fans already including Anthony Hamilton, Pitbull, Dwayne Wade, Gabrielle Union, Nate Robinson, Daymond John, ASAP Ferg, Fab 5 Freddy, Miami’s own Trick Daddy, Christian Combs, Charles Oakley, Uncle Luke,  and more, but when Wunderlich Kaplan Communications came to the table, media regularly starting writing about Chef Teach and World Famous House of Mac.  

In the two and a half years of working with Wunderlich Kaplan Communications , top media coverage was secured in media outlets like GMA, Complex, The Rachel Ray Show,  Delish, Fox Business, Forbes, Eater, NBC, Travel and Leisure, Essence and The Miami Herald. 

Most recently, while pivoting his business model during Covid, World Famous House of Mac began a nationwide delivery expansion and his future is blazing bright with packed out locations and major social media buzz. To date, Wunderlich Kaplan Communications has secured 1.84 Billion views in coverage and worked on partnerships with Amazon Prime and Hyatt Hotels Corporation. 

public relations case studies 2021

Agility PR Solutions

2021 PR disasters in review—3 examples of crisis mismanagement

by Ronn Torossian | Oct 22, 2021 | Analysis , Public Relations

Falling business chart, failed business, businessman fell from the arrow

The list of everything going on in the world right now—from the pandemic to civil unrest and navigating through severe weather seasons—is endless. This set of events has had an overwhelming effect on people, and in these situations it is not always easy for organizations to see a clear path forward where communication strategies are concerned. It is apparent now that disasters and crises can hit at any time , and when one hits a business, how it responds in the immediate aftermath is crucial.

Today, PR practitioners responding to a  crisis PR  situation have to be especially vigilant to ensure that the modern media, with its reliance on social networking sites, doesn’t make the situation worse. Given below are examples of some questionable PR moves that teach valuable lessons on how to shepherd brands through chaos.

1) The impact of Instagram

A series of stories in The Wall Street Journal revealed how Facebook put profit over the health and safety of billions of its users. Threats by lawmakers to regulate the company followed. Facebook itself had been studying the effect of Instagram on its users since 2019, and an internal presentation on it had been revealed to the WSJ. The presentation showed how harmful the app can be for teenagers. If Facebook had released the research in 2019, this would have been an effective communication strategy .

2) Snickers ad in Spain

Snickers’ advertisement for its ice cream bars in Spain was withdrawn after it faced accusations of homophobia. The ad featured Spanish influencer Aless Gibaja ordering at a restaurant, wearing pink, and behaving in a stereotypically feminine manner. Once he eats a Snickers ice cream bar he is transformed into a bearded man before the Snickers tagline appears:  ‘You are not you when you are hungry’. The website LGBTQnation.com called the ad “shameful and pitiful.” The brand issued an apology and removed the online content. Since these days there is much emphasis put on freedom and individuality, the ad caused a miscommunication which could have been avoided.

3) Ronaldo and Coca Cola

During a pre-match press conference, Ronaldo noticed that two bottles of Coca Cola were in front of him. He removed the soft drinks from the view of the cameras and replaced them with a bottle of water. He held up the bottle of water before setting it down and said ‘Aqua’  in an apparent attempt to urge people to drink water instead of Coca Cola. The company lost $4 billion in value. Coca Cola acted calmly, noting that players had every right to choose their beverage.

Such challenges show that remaining silent in the face of  crisis PR  issues is not an option. By identifying crises and addressing them effectively , it will be easier to navigate difficult roads ahead.

Ronn Torossian

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public relations case studies 2021

Lessons From The PR Fails of 2021 (So Far)

By Caster Communications | June 25, 2021 | blog , in the news , PRFail , social media

Ah, the dreaded #PRFail: we’ve all seen our share. Sometimes, the hashtag is attached to a thoughtless publicity stunt on social media; sometimes, it’s a serious crisis, handled poorly.  As public relations professionals, it’s our job to analyze how corporate communications are likely to make the audience feel so we can avoid PR fails. For every message, every time, we should take a moment to ask:

  • What is the purpose of this statement?
  • How will this be perceived?
  • Could this potentially damage the brand?

These questions are more urgent than ever. We are on the tail end of a global pandemic: stuck inside, people have been spending a lot of time scrolling social media. At the same time, increased political involvement across the ideology spectrum has given rise to large numbers of Internet activists primed to call out any mistake. The likelihood and cost of a #PRFail have both increased.

Finding the balance between drawing attention to your message and avoiding offense can be tricky. During the first half of 2021, we’ve seen questionable PR moves from a few prominent brands. Today, the Caster Crew weighs in on the brands’ intended messages, and what they could have done better.

Burger King – “Women belong in the kitchen.”

public relations case studies 2021

Burger King replied to the tweet, adding that women “belong in the kitchen” because they should be encouraged to pursue a culinary career if they choose to. The clarification did little to avert a massive backlash.

Burger King intended to shock, but not to offend. “This is a classic case of burying the lede,” says Rachel Bradshaw, VP of Account Services. “Burger King wanted to grab people’s attention, and they succeeded—the problem is, that jarring first tweet is the only thing that got amplified. Their actual message of empowerment was lost.”

Peloton – “The product is safe when warnings and safety instructions are followed.”

public relations case studies 2021

When the public decides that a product is dangerous, it’s usually more effective to address the concerns than argue. Peloton could have taken quick action by recalling the product. Instead, they chose to fight the claims.

Caster Account Services team member Lexie observes that brands need to listen to their voices of their audience: “Companies and those representing them need to hold themselves accountable for their actions, their products and services, and the words they use. When it comes to managing a crisis or any campaign for that matter, honesty, clear communication, and action are more valuable than deflection.”

Volkswagen – April Foolishness

public relations case studies 2021

This was an April Fool’s prank clearly intended as publicity stunt for Volkswagen’s new electronic lineup. Such “jokes” aren’t necessarily harmless, though, especially when they’re designed to dupe the press into taking them seriously.

“I’ve pretty much learned to expect that all communications timed around April 1 are a ‘joke,’ but there’s something especially off-putting about a phony press release leak,” says Director, Account Services, Pete Girard. “As PR pros, providing releases with relevant news to media and press friendlies is a big part of our job. Anyone promoting a fake press release ‘as a joke’ is abusing the press’s trust.”

This release was calibrated and timed to look like a legitimate story. Real people spent real time covering its implications. Then, the next day, they were made to feel foolish – by a company that will rely on them for coverage for the rest of the year.

All three of these missteps were avoidable using the questions we posed at the beginning:

  • What is the purpose of this statement? Examine if the message serves the brand’s short and long-term goals.  For example, Volkswagen’s fake press release was a marketing scheme, but they may not have considered how damaging their press relationships could hinder their communications strategy for the rest of the year.
  • How will this be perceived? Remember that you cannot control the context in which your message is repeated. In Burger King’s case, overall, the company should have considered how the tweet would look when retweeted or screenshot on its own.
  • Could this potentially damage the brand? Sometimes, you’re caught in a lose-lose situation, and you must critically assess what kind of damage matters most. In Peloton’s case, they wanted to avoid a costly recall, but they could afford the loss of customer trust even less. Ultimately, a recall was inevitable, and Peloton predicts a $165M revenue impact as a result. The two-month delay from the start of the crisis to the decision to recall meant higher recall costs for the machines sold in the interim, more injuries, and two months of continuing negative press.

Navigating the #PRFail minefield isn’t easy, but when all your messaging is thoughtful and purposeful, it’s possible. Connect with us on Twitter at @castercomm to see how we do it.

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public relations case studies 2021

Public Relations Case Studies

Engaging, Authentic Public Relations Cases for Your Classroom

Teach Students to Master Public Relations Principles Through Real-world Situations

Public Relations Case Studies Courseware

Powerful insights into real-world pr strategies, the “public relations case studies” courseware gives you relevant and detailed real-world pr cases to help your students apply important public relations principles. it includes 12 case studies that address a range of organizational crises, including workplace accidents, product-harm situations, funding cuts, and much more., each case study includes an in-depth narrative of the background and scenario of the situation, a case analysis tool assignment, a role-playing exercise, and “the rest of the story” document that reveals how public relations professionals responded to these crises in the real world..

public relations case studies 2021

CHAPTER 1: The Principles of Public Relations: A Revisit Ignite a comprehensive understanding in students of public relations history, definitions, the ideal form, strategic management, RPIE, the significance of ethical codes, and the proactive nature of the field.

CHAPTER 2: Case Analysis Differentiate between problems, issues, and crises and evaluate decision-making in case scenarios.

CHAPTER 3: Fatality and Facebook: A Perilous Combination Identify social media platforms that people might use to learn about an organizational crisis.

CHAPTER 4: Staying on Track During a Rail Disaster Identify ways to address emergencies, misinformation, and crises.

CHAPTER 5: You Can’t Judge a Book by Its Cover Build a strategy for responding to organized backlash online or in-person from an organization.

CHAPTER 6: Bad Data Breeds Bad Conclusions Define the role of the public relations practitioner in educating key stakeholders, especially the media, about complex processes and situations.

CHAPTER 7: Taking Food from the Table: Embezzlement at a Local Nonprofit Describe how politics can impact nonprofit organizations just as much as for-profit organizations and government bodies.

CHAPTER 8: The Painful Truth About Medical Theft Identify ways to handle and build trusting relationships with news media contacts.

CHAPTER 9: Students Stifled Thanks to State Funding Cuts Recognize the importance of monitoring state legislation at the discussion, development, and proposal stages.

CHAPTER 10: Not in My Backyard: Staying Nimble in a NIMBY Crisis Define the NIMBY attitude and explain why it can be challenging for public relations practice.

CHAPTER 11: Cheers to the Chief of Police Explain why a public official must perpetuate a certain image and brand to maintain relationships with key publics.

CHAPTER 12: A College Vice President Battles an Underground Newspaper Discuss the significance of a strong media relations program within an organization’s public relations function.

CHAPTER 13: A High School Basketball Coach Afoul: Behavior that Crosses the Line Recognize that it is crucial to build a strategy to address a potentially damaging situation when proactive policies and procedures fail or are nonexistent.

CHAPTER 14: Hidden Wounds from a School Shooting Recognize the unique demands placed on everyone in a communications role during an emergency that affects nearly the entire community.

CHAPTER 1 Learning Objectives

  • Recognize important facets of public relations history.
  • Explain definitions that are integral to the study of public relations.
  • Recognize the ideal form of public relations.
  • Identify the strategic management function of public relations.
  • Describe RPIE (Research, Planning, Implementation, and Evaluation).
  • Discuss the importance of the PRSA Code of Ethics and IPRA Code of Conduct.
  • Recognize the proactive nature of public relations.

CHAPTER 2 Learning Objectives

  • Explain the importance of analyzing cases.
  • Identify differences among problems, issues, and crises. 
  • Evaluate decisions to address a case scenario. 
  • Create and implement a research-based strategy to address the scenario.
  • Develop an evaluation mechanism to determine whether the plan is a success or failure.
  • Apply the Case Analysis Tool (CAT) to suggest appropriate actions in the presented scenario.

CHAPTER 3 Learning Objectives

  • Recognize and describe the volatility of social media posts in times of crisis.
  • Identify the most likely social media platforms that people might use to learn about an organizational crisis.
  • Distinguish gaps and opportunities for improvement in a crisis communications plan regarding social media.
  • Suggest a set of standards for employee behavior related to social media during organizational emergencies.

CHAPTER 4 Learning Objectives

  • Discuss the importance of clear communication in emergency preparedness and response planning in any organization or community.
  • Explain why staying current in emergency preparedness is so important.
  • Identify typical key stakeholder groups in a community crisis and their expected information needs.
  • Describe the reasons why some information in a crisis communication response may not be suitable for release.
  • Identify ways to respond to misinformation, especially confusion or sensitive information spread by social media. 
  • Discuss the importance of simplifying complex information for an uninformed audience by focusing on the most important facts the public needs to know.
  • Use a structured, logical approach, such as news conferences or media updates, to keep key stakeholder groups informed in a timely manner during and after a crisis.

CHAPTER 5 Learning Objectives

  • Recognize the hazards and ethical dilemma of being unfamiliar with the organization’s product or service offerings when selling them in good faith to key publics.
  • Explain the importance of having a plan to effectively address key publics’ concerns about a product, service, product-harm incident, or some aspect of the organization.
  • Identify the repercussions of not responding to news media queries about controversial topics such as a product-harm situation.
  • Build a strategy for responding to organized backlash online or in person from an organization.

CHAPTER 6 Learning Objectives

  • Recognize the role of the public relations practitioner in educating key stakeholders, especially the media, about complex processes and situations.
  • Explain how field experience in journalism can be exceptionally helpful for a public relations practitioner in producing earned media pieces.
  • Describe the value in building relationship equity over time to foster much-needed trust with news media.
  • Explain why respecting a reporter’s deadlines is crucial to clarifying both sides of a situation in public.
  • Build a plan to address media queries in as timely a manner as possible.
  • Recognize that being available to the media is paramount to reducing widespread reputational damage by correcting misinformation.

CHAPTER 7 Learning Objectives

  • Identify what items and costs should be included in inventory and cost of goods sold.
  • Account for inventory purchases and sales using both a perpetual and a periodic inventory system.
  • Calculate cost of goods sold using the results of an inventory count and understand the impact of errors in ending inventory on reported cost of goods sold.
  • Apply the four inventory cost flow alternatives: specific identification, FIFO, LIFO, and average cost.
  • Use financial ratios to evaluate a company’s inventory level.

CHAPTER 8 Learning Objectives

  • Acknowledge that transparency and truthfulness must be maintained when explaining a situation to key publics.
  • Recognize that some situations will characterize your organization as guilty even when it is not.
  • Craft messaging that conveys remorse without implying guilt.
  • Identify questions a reporter might ask about the details of a crisis and build an FAQ with best answers.
  • Realize the importance of using tough questions as an opportunity to at least provide statements about the organizations.
  • Realize the importance of building trusting relationships with news media contacts.

CHAPTER 9 Learning Objectives

  • Identify the two major categories of long-term operating assets: property, plant, and equipment and intangible assets.
  • Record the acquisition of property, plant, and equipment through a simple purchase as well as through a lease, by self-construction, and as part of the purchase of several assets at once.
  • Compute straight-line and units-of-production depreciation expense for plant and equipment.
  • Record the discarding and selling of property, plant, and equipment.
  • Account for the acquisition and amortization of intangible assets and understand the special difficulties associated with accounting for intangibles.

CHAPTER 10 Learning Objectives

  • Define the NIMBY attitude and explain why it can be so challenging for public relations practice.
  • Identify the research steps needed to clearly understand public perception of the organization and its actions.
  • List ways a spokesperson can be flexible in delivering complex messages through multiple channels.
  • Develop steps to reach out to key publics in several ways to inform them about issues potentially affecting their health and home.
  • Explain why people in an emotional, defensive state of mind may remain unconvinced about the logic of taking certain actions.
  • Create a strategy to address area residents’ concerns about actions that are perceived as an environmental hazard.

CHAPTER 11 Learning Objectives

  • Explain why a public official must perpetuate a certain image and brand to maintain relationships with key publics.
  • Differentiate key decisions a public figure may have to make to minimize damage to reputation in the aftermath of a crisis.
  • Correlate the relationship between a public figure and media gatekeepers with successful outcomes in relationship maintenance involving key publics.
  • Identify circumstances, by considering elements such as severity of blame and timing, in which taking no immediate action may be the best course for a damaged public figure’s image.
  • Apply the Case Analysis Tool (CAT) to suggest appropriate actions (or not taking any actions) to repair a damaged image in the presented scenario.

CHAPTER 12 Learning Objectives

  • Discuss the significance of a strong media relations program within an organization’s public relations function.
  • Recognize the impact that citizen journalists and underground media have on organizations.
  • Explain how ethical expectations apply to both the journalist covering an organization and to the public relations practitioner representing the organization.
  • Recognize that internal publics require relationship building, repair, maintenance, and strengthening, just as external and intervening publics do.
  • Analyze specific situations to determine the sources of problems, issues, and crises.
  • Apply well-researched and well-planned public relations strategies and tactics to solve problems, rectify issues, and minimize and eliminate crises. 

CHAPTER 13 Learning Objectives

  • Realize how the proactive nature of the strategic management function of public relations can prevent problems from becoming issues that can become crises.
  • Discuss the importance of effective internal and external communication in a school district setting, including in the task of building strong relationships with key publics.
  • Recognize that it is crucial to build a strategy to address a potentially damaging situation when proactive policies and procedures fail or are nonexistent.
  • Analyze situations to determine which public relations theory organizational leaders should use to address a negative situation.

CHAPTER 14 Learning Objectives

  • Recognize the unique demands placed on everyone in a communications role during an emergency that affects nearly the entire community.
  • Explain how those involved in crisis response may experience delayed trauma after suppressing their emotions to carry out necessary duties.
  • Apply the principles of safeguarding confidences as presented in the PRSA Code of Ethics.
  • Identify the specific communication issues that can arise in a crisis where children are involved.

The courseware’s materials make teaching Public Relations Case Studies easier for you and more engaging for students. The following resources are included:

  • 12 Case Studies
  • 24 lecture slide decks
  • 14 lesson plans
  • 12 live role-play exercises
  • 12 Case Analysis Tool assignments
  • “The Rest of the Story!” document that explains how public relations professionals responded to these crises in the real world
  • Sample syllabus and course calendars
  • Cumulative glossary for student reference
  • LMS integration with Stukent platforms

Expand your

Definition of courseware, updated every year.

With lifetime access for students.

100+ resources

Includes case studies, lecture slides, role-play exercises, lesson plans, and more.

The Stukent Support Team

Has a 96% customer service satisfaction rating.

Table of Contents &

Key learning objectives, includes 1 course syllabus with.

public relations case studies 2021

THE AUTHORS

public relations case studies 2021

Photo by Jeremy Reed

Terry l. hapney jr., ph.d..

Terry L. Hapney Jr. has taught JMC 439/539 — Public Relations Case Studies — for 14 years now. He teaches this course as a seminar in which the case study is the primary mode of instruction. Terry’s course has prepped numerous student cohorts in the degree program, earning more than 70 local, state, and regional professional awards from the Public Relations Society of America (PRSA). Using the new courseware, students will work through a series of case problems by writing problem-solutions and making presentations to the class. 

public relations case studies 2021

Jason Lovins, Ph.D.

Jason Lovins is an experienced faculty member with a demonstrated history of working in higher education, corporate communications, marketing, and business ownership and management. A managing editor at age 23, a corporate vice president at 25, and an independent business owner in publishing for more than a decade, Jason is skilled in marketing, crisis communications, journalism, media relations, corporate communications, entrepreneurship, and publishing. 

He’s a national and state award-winning PR practitioner with a Ph.D. focused in mass communication and media studies from Ohio University – E.W. Scripps School of Journalism. His dissertation focused on post-crisis business image repair. Jason has more than 35 years of professional work, including more than 5,500 published works in owned, earned, and paid media from the 1980s to the present. He also has experience in course design across multiple modalities.

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These were realistic scenarios that most definitely happen and because we used role-playing, it feels more real-life. I think I can take the skills I developed  Read More... These were realistic scenarios that most definitely happen and because we used role-playing, it feels more real-life. I think I can take the skills I developed here and go out and really apply them.

A lot of other classes in my program were more traditional, and honestly, I don’t remember as much of that material. I remember this because I learned so much  Read More... A lot of other classes in my program were more traditional, and honestly, I don’t remember as much of that material. I remember this because I learned so much more by applying it. It was almost like an internship.

Reading these stories is much more interesting than reading a traditional textbook. It was kind of like reading a novel and then it puts yourself into that situ  Read More... Reading these stories is much more interesting than reading a traditional textbook. It was kind of like reading a novel and then it puts yourself into that situation and having to experience it as if you were there.

FREE Sample Syllabus: Public Relations Case Studies

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Tips For Killer PR Case Studies

ImPRessions - Crenshaw Communications

APRIL 15, 2021

Every PR person knows that strong customer case studies are powerful additions to the B2B PR toolkit. A great case study can actually help move prospects down the sales funnel to the point where they’re ready to buy. Anatomy of a successful customer case study . They also work well for sales and marketing.

public relations case studies 2021

[Case Study] Messaging & Media Relations for an Award-Winning IPO – Livongo

MARCH 11, 2020

Download this case study to learn how Livongo: . The post [ Case Study ] Messaging & Media Relations for an Award-Winning IPO – Livongo appeared first on Onclusive. Developed a narrative that landed high-impact stories and boosted influential coverage. Complete Form To Learn More.

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The Anatomy of a Great Case Study

Contently - Strategy

At Ogilvy, I was a member of the four-person case study writing committee. We won Most Effective Agency Office in New York relying on the tried and true case study framework: objective, strategy, results. Quantifiable objectives headlined every case study we wrote. Get permission first. Don’t do this!

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This week I want to give you a case study . Hi everybody. It’s Christina Daves with this week’s Get Famous Friday PR Tip. I like to incorporate these into the tips so that you can get creative and see how you could do something similar. You know, these are real-world examples of my clients who […].

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3 Cases Studies of Augmented Reality in B2B Marketing [UML]

JANUARY 20, 2018

This week’s Unscripted Marketing links [UML] reviews three case studies of AR in B2B organizations. The case study says, “Cisco worked with Kaon Interactive to develop a visually engaging 3D interactive product catalogue…to give buyers an even more immersive and detailed experience.” (sic). Give our services a try.

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COMMENTS

  1. PR The Work

    By Eric Berger, February 08, 2024 The tourism group dedicated a year-long campaign to the event. Inside Jimmy Dean and Josh Peck's plan to 'solve all the craziness' of holiday hosting By Eric Berger, January 31, 2024 Jimmy Dean and the actor ran a contest to sponsor the parties of 10 lucky winners.

  2. 19 Successful PR Campaigns and Why They Worked

    19 Successful PR Campaigns from Innovative Companies Author Oliver Hays Category Public Relations Posted on December 28, 2023 Successful PR campaigns come in as many different forms as there are brands. What could be innovative and on-point for one company may be totally off-key for another.

  3. PR Case Studies

    1 2 3 Looking for PR Case Studies? This resource offers both experience and insight into the business of public relations, and can help guide your agency.

  4. Example Silver Anvil Case Studies

    Weber Shandwick From "Floating Petri Dish" to "Safer than Main Street" - Navigating the Pandemic, Regaining Trust and a Healthy Return to Sailing In March 2020, as the pandemic surged worldwide, Royal Caribbean Group's Corporate Communications team had to help restore an industry facing an existential challenge.

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    Digital PR Public Relations Today 2021 Case Study Internal Related Topics Video: Two 2021 Podcast Marketing PR Case Studies Show How to Get Results wiredPRworks MAY 11, 2021 In this five-minute Podcast Marketing PR Case Studies video, Barbara Rozgonyi shows you how she used the power of WIRED PR in 4D to promote an event, a topic, and a speaker.

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    THE TOP 17 PUBLIC RELATIONS INSIGHTS OF 2021 Compiled by Olivia Kresic, Institute for Public Relations INTRO The Institute for Public Relations annually compiles the top research studies that we think public relations professionals should know about from the previous year. The past couple of years have seen many changes

  7. Case Study: How PR Helped a Local Hospital ...

    Amy Stern - 02/18/2021 By articulating the hospital's unique selling proposition and distinguishing it from competitors, 3E Public Relations created a PR campaign that resulted in a windfall of media including local, regional and national news coverage.

  8. The Top 17 Public Relations Insights of 2021

    Download Full Report: The Top 17 PR Insights of 2021 PDF Download Social Graphics: Graphic 1, Graphic 2 Introduction: The Institute for Public Relations annually compiles the top research studies that we think public relations professionals should know about from the previous year.

  9. Case Study: How Social Media Can Drive Leads

    Emily Maupai Zinberg - 10/15/2021. Read through this case study to learn how we helped our client pivot during the pandemic to leverage their altered industry landscape and tell an impactful story on social media to secure new, qualified leads. While the media alerts us to the spread of "pandemic fatigue" among consumers across the country ...

  10. 2021, Case Study and Communications

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    From the January-February 2021 Issue; ... This three-part case-study illustrates key concepts and lessons about leading adaptive change in organizations in the context of turning around Deutsche ...

  12. Lessons learned from IPR's Top 17 Public Relations Insights of 2021

    Each year, the Institute for Public Relations gathers a list of top research insights that should be top of mind for public relations professionals. The 17 studies spotlighted this year provide insight for communicators on handling COVID-19 vaccine misinformation, retaining employees, addressing sustainability, and more.

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    The Bateman Case Study Competition is PRSSA's premier national case study competition for public relations students and gives you an opportunity to apply your classroom education and internship experiences to create and implement a full public relations campaign. 2024 Competition Past Competitions Sponsor Bateman

  14. Brand, Branding and Case Study

    APRIL 15, 2021 Every PR person knows that strong customer case studies are powerful additions to the B2B PR toolkit. A great case study can actually help move prospects down the sales funnel to the point where they're ready to buy. Anatomy of a successful customer case study. They also work well for sales and marketing. Case Study 298

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    Case Studies. Our Commitment. WKC Creates ... FarmBox Direct's projections are now at a whopping $28 million projected for 2021 and the brand message focuses on creating foundational health with fresh fruits and produce. ... Public Relations; Pitbull's Former Manager Creates An Empire. Derrick Turton, also known as Chef Teach, the former ...

  16. PDF A Crisis in The Air: Analyzing Public Relations at Southwest Airlines

    New York -LaGuardia Airport on a flight to Dallas Love Field. This case study probes into the public relations efforts that Southwest Airlines pursued to manage the crisis after the aircraft was substantially damaged. The authors followed the Hendrix Process Model of public relations case study analysis, which applies the mnemonic "ROPE"

  17. 2021 PR disasters in review—3 examples of crisis mismanagement

    2) Snickers ad in Spain. Snickers' advertisement for its ice cream bars in Spain was withdrawn after it faced accusations of homophobia. The ad featured Spanish influencer Aless Gibaja ordering at a restaurant, wearing pink, and behaving in a stereotypically feminine manner. Once he eats a Snickers ice cream bar he is transformed into a ...

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  19. Lessons From The PR Fails of 2021 (So Far ...

    Burger King - "Women belong in the kitchen.". On International Women's Day 2021, Burger King published the tweet, "Women belong in the kitchen.". The since-deleted tweet was part of a thread meant to empower women and encourage an increase in the number of women in head-chef roles. Burger King replied to the tweet, adding that women ...

  20. Case Study and Crisis Communications

    Melissa Agnes AUGUST 25, 2014 This, ladies and gentlemen, is the power of harnessing social media for crisis communication. The post Emory's Excellent Crisis Communication on Facebook appeared first on Agnes + Day. Case Studies Crisis Communications ' Crisis Communications 243 Teaching Crisis Communication: Embracing the Research to Practice Model

  21. Public Relations Case Studies

    The "Public Relations Case Studies" courseware gives you relevant and detailed real-world PR cases to help your students apply important public relations principles. It includes 12 case studies that address a range of organizational crises, including workplace accidents, product-harm situations, funding cuts, and much more.

  22. What Can You Do With A Public Relations Degree?

    Median Annual Salary: $67,440. Required Education: Bachelor's degree. Job Description: Public relations specialists are often entry-level employees at PR firms. Their daily tasks may include ...

  23. Case Study

    APRIL 15, 2021 Every PR person knows that strong customer case studies are powerful additions to the B2B PR toolkit. A great case study can actually help move prospects down the sales funnel to the point where they're ready to buy. Anatomy of a successful customer case study. They also work well for sales and marketing. Case Study 298

  24. Full article: Research on the Relations Among Personality Traits

    The Relations Between Personality Traits and Sports Commitment. Regarding the research on the relations between personality traits and sports commitment, Korean scholar Huang Sunhuan (2018) Citation 35 studied the relations between personality traits, sports commitment, and exercise addiction across fitness participants. After analyzing 219 ...