public relations case study

19 Successful PR Campaigns from Innovative Companies

• 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.

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

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

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 ! 

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This is not me

How To Create PR Case Study Examples That Win New Business

PR case studies are essential to showcasing campaign achievements and illustrating exceptional work.

• Struggling to turn client successes into compelling case studies that actually land new deals?
• Tired of case studies that feel like dry, self-promotional brochures which put people to sleep?
• Worried that existing case studies are not showcasing the team’s expertise and unique value proposition in a way that will resonate with potential clients?

These marketing resources help prospective clients understand how PRs establish brand identity and present clients in their best light. When it comes to getting potential clients to sign on the dotted line, a strong PR case study should get them to put pen to paper.

This article offers a roadmap to crafting PR case studies that wow. We’ll cover:

• The secret sauce to crafting narratives that resonate with the target market.
• Transforming data into digestible (and brag-worthy) results.
• Adding a dash of personality to make the case studies stick.

Why Do PR Case Study Examples Matter?

The absence of PR case study examples can create a question mark for prospective clients. Naturally, they want to learn about what PRs have achieved for others. Social proof is perhaps the most powerful tool agencies and freelancers use to get prospective clients over the finish line. Effective PR case study examples can inspire confidence and ultimately, conversions.

Many prospective clients are looking to peers to make purchasing decisions. They seek a sense of assurance from those around them. With access to a range of PR case study examples, individuals or organisations can make informed decisions about moving forward. Ideally, PRs should assemble a full stack of case studies to help move the needle.

There is no shortage of ways for PRs to share case studies in their marketing. Aside from simply having a dedicated case studies page on their websites, PRs can strategically place case studies on landing pages. If prospects are still in the consideration phase of the buyer’s journey, a few solid case studies could help to push them further down the sales funnel .

7 Tricks & Tips for Crafting Public Relations Campaign Case Studies That Stick

Believe it or not, there is actually a magic formula for crafting perfect public relations campaign case studies. While we do not claim to know much about sorcery or wizardry, we’ve learned a few tricks for producing compelling case studies over the years. As a go-to coverage reporting tool, Releasd works directly with PR agencies and in-house teams . Let’s break it down.

Focus on saying something genuinely meaningful

PR case studies should reflect an ability to deliver results. While this might sound obvious, many case studies get caught up in talking about solutions without mentioning the problems . Effective case studies resonate with prospects because the initial problems faced by clients typically align with the problems prospects are currently facing. It’s all about alignment.

When prospects begin to see themselves in each case study subject, this increases the conversation power of the case study as an asset. The case studies should explore how agencies or freelancers took a client from A to B – highlighting the initial problem and the solution. If case studies only focus on B (the solutions), they lose their conversion power.

Experiment with unconventional formats

The best PR case studies swing for the fences and communicate narratives in unconventional ways. Experimenting with different types of media, including interactive graphics and videos, can help to illustrate each client’s journey from the initial problem to the solution. In other words, don’t play it safe. Bring something prospects want to browse through to the table.

Box-standard testimonial soundbites often fail to pack a punch. Sure, sprinkle a few of these throughout each case study – but don’t put them front and centre. Instead, leverage graphics and videos to illustrate each client’s journey. To tell the client’s story, some PRs choose to write their case studies using the client’s voice (in the first person) or simply include a video of the client.

Add context to the case study

To set the scene, an effective case study should answer the following questions:

• Who is the client?
• What does the individual or organisation do?
• Why do they do what they do?
• How long have they been doing this?
• How successful are they at what they do?
• What problem were they trying to solve?

Stay authentic and honest

While case studies should positively reflect on a business, PRs must focus on authenticity by offering an honest account of their own performance. If there were areas for improvement in a campaign, there is nothing wrong with mentioning these. At the same time, PRs can also share metrics that seem unremarkable but help to paint a complete picture of campaign performance.

Include original imagery and graphics

Take some time to play around with the format of case studies. Original images and graphics can help bring each case study to life, especially if these images include real people. People want to see the faces of those who have experienced success working with a PR agency or freelancer. The case studies should offer an insight into exactly who these clients are.

Demonstrate PR impact with tangible benefits

What has the PR agency or freelancer enabled the client to achieve? Demonstrating the impact of a campaign is an important part of communicating value. Prospective clients want to know what is possible and the easiest way to show them is through case studies. If they choose to invest in PR services, they need an understanding of what is realistically achievable.

Celebrate PR success

Many PRs underestimate the potential conversion power of case studies. As a result, they often fail to dedicate enough time to developing these marketing resources. Pushing these resources further and pouring time into crafting them may pay dividends in the long run. To get prospects over the finish line, the perfect case study may be the missing piece of the puzzle .

Closing Thoughts on Developing PR Campaign Case Studies

Developing compelling case studies takes time and effort. Bringing everything together will require input from clients. With this in mind, PRs should make a clear list of materials needed for the creation of the case study. Making the process as seamless as possible will help to prevent back-and-forth communication with clients.

Those using our PR coverage reporting tool can easily pull client data from past reports to create engaging case studies.

Interested in exploring the possibilities of our coverage tool? Book a 15-minute demo with our team today.

Related posts:

How to Make Better PR Reports (Six Actionable Tips)

Best practice for PR professionals looking to demonstrate the value of their work more effectively.

Can PR Metrics Truly Measure Outcomes & Impacts?

Richard Benson | MD, Releasd One of the most fiercely debated topics in PR surrounds the industry’s ability to prove

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Why Use Case Studies?

When and Why You Should Use Case Studies:

• You need to identify challenges/opportunities a particular client or organization faced
• You need descriptions of solutions provided for clients, organizations, stakeholders, or target audiences
• You need examples of measurable results gained from using the service (e.g. engagement, poll results, or revenue increases) 

Remember: Case studies are frequently written with prospective clients in mind, so the agent/agency is often presented in a positive light.

• PR News Case studies are often found in the trade publication, PR News. Try searching "case study" using quotation marks.
• PR Newswire Case studies are often highlighted in this daily newswire. Try searching "case study" using quotation marks. Their main website also includes listings of recent white papers and case studies for browsing.
• Public Relations Review In-depth case studies can be found in this peer-reviewed, scholarly journal. Try searching "case study" using quotation marks.
• Arthur W. Page Society Includes original case studies written by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that is focused on corporate communications and the practice of public relations.
• PRSA Case Studies The PRSA website includes a searchable database of Silver Anvil case studies. PRSA membership account information is needed to view the complete case studies.
• Business Source Complete This link opens in a new window Contains articles from Harvard Business Review , each issue of which usually contains a case study. Of course, there are hundreds of other publications covered by this database. Search using the subject keywords "Case studies" in combination with terms or company names of interest.

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Case Studies

Sparkling Ice

Sparkling Ice, the leading sparkling water in Talking Rain Beverage Company's portfolio, has always been passionate about giving back and supporting local communities...

Webull is an easy-to-use, zero commission brokerage and market data platform for traders of all experience levels...

Foxwoods Resort Casino

Foxwoods Resort Casino celebrated its 30th anniversary by introducing a variety of new...

Ampersand is a technology and data company that is the largest source of information and...

Known for their colorful, instantly recognizable and influencer-favorite countertop appliances, Italian kitchen brand SMEG tasked 5W with...

SmartThings

5W Digital client, SmartThings by Samsung, offers customers the option to connect devices and technologies to achieve one connected smart home...

REVOLT x AT&T

As agency-of-record for the largest black-owned and operated multi-media company, 5W has been instrumental in the enormous momentum of this hip-hop platform...

Zeta Global, the AI-Powered Marketing Cloud founded by serial tech entrepreneur David A. Steinberg and...

Casio's famously indestructible G-SHOCK watch is celebrating its 40th anniversary.

Xaxis combines unique brand-safe media access, unrivaled programmatic expertise, and 360-degree data with proprietary artificial intelligence to help global brands achieve the outcomes they value from their digital media investments...

Thriftbooks

ThriftBooks is the largest online seller of previously owned books. The team was hired to...

Rainbow Light

Rainbow Light Nutritional Systems, the number-one most trusted natural vitamin brand, entered the vitamin and supplement industry more...

AvidXchange

AvidXchange is the industry leader in automating invoice and payment processes for mid-market businesses...

CATRICE Cosmetics, the cult favorite German-Beauty brand, is an innovative and luxury-...

Sedgwick is a global, third-party claims administrator that works with 78 of the Fortune...

The Paley Center For Media

To celebrate the holiday season, the Paley Center for Media - the iconic cultural institution that has...

E2open is a leading network-based provider of mission-critical, cloud-based...

Samuel Adams

5W worked to breathe new life into the existing Brewer Experienceship program from Samuel Adams Brewing the American Dream, in order to secure national visibility and amplify program awareness...

Axiom Space represents a vision of the highest order: to advance human progress via access to the frontier of space...

GetYourGuide

5W Digital was tasked with increasing brand awareness and consideration of GetYourGuide travel experiences as the perfect gift for travel lovers...

It's a 10 Haircare is the go-to haircare brand for salon professionals and clients across the world...

Carparts.com

CarParts.com offers an e-commerce platform that is changing the way drivers shop for auto parts and repair their vehicles...

The Pioneer Woman Collection

Ree Drummond, known as The Pioneer Woman, tasked 5W with establishing her lifestyle produc...

Check Point

For the last three decades, Check Point Technologies has set the standard for...

Harvest Host

Harvest Hosts, a membership club for RVers, offers unique overnight...

The Mane Choice

5W was tasked with boosting the presence of the multicultural hair care brand, The Mane Choice, and its CEO & Founder...

RealPage is a leading global provider of software and data analytics to the real estate industry...

Founded by a breastfeeding mom, Lansinoh has been dedicated to supporting new moms for nearly 40 years...

Career Builder

CareerBuilder is a leading talent acquisition company that helps companies find and hire great talent and supports job seekers as they build their careers...

PopSockets, founded by a philosophy professor, created the expandable phone grip category-...

Hibob is an online software that allows companies to bridge the gap between mangers, employees, and HR teams. The platform resembles...

Delta Children

Over 50 years ago, Delta Children was founded by Louis Shamie Sr. to revolutionize the idea of making safe...

goTRG transforms returns into profit-driven opportunities for the world's largest retailers an...

Crepe Erase

Crepe Erase® by Body Firm© is the #1 selling anti-aging body treatment for dry, crépey skin...

Servcorp is a leading provider of office space solutions for businesses, offering both shared...

Founded in 2005 by Tiffany R. Warren, ADCOLOR is the premier organization dedicated to celebrating and championing diverse professionals in the creative industries...

CommerceIQ is a leading retail e-commerce management platform, unlocking profitable...

Over 4 million babies are born in the U.S. each year, making new and expecting parents one of the biggest consumer markets of purchasing...

5W began its strategic partnership with RxAdvance to build an industry-leading media profile for the company and executive team, including Ravi Ika, CEO and John Sculley, CMO...

Petsmile© is the first pet toothpaste awarded the Veterinary Oral Health Council (VOHC) seal.

RENPHO is a global technology and wellness brand with a mission to create an ecosystem of...

H&H Bagels, an iconic New York City brand since 1972, has announced for the first time in its 50-...

Storyblocks

Storyblocks, a stock media company that was recently recognized by Inc. Magazine as the fourth fastest growing media company in the...

CBDistillery

CBDistillery™, the flagship brand of Balanced Health Botanicals, was founded in 2016 with the...

CoinFlip is the leading Bitcoin ATM operator globally, with over 2,500 machines across 47...

Every April, Luna Park in Coney Island celebrates the official opening of the Coney Island Amusement District....

Across sixteen countries worldwide, Adzuna is a top job search engine that helps pair eager job-...

New York Cruise Lines is the parent company of the iconic Circle Line and other industry-leading travel, hospitality and restaurant businesses...

Sezzle, the fastest growing, buy now, pay later platform, tasked 5W with publicizing their initial public offering...

VIZIO is the #1 American-based TV brand and America's #1 Sound Bar Company...

5W was engaged by Solidify Sinclair, one of the nation's leading broadcasters, to leverage...

Founded in 1956, Payless has focused on creating trend-right comfortable footwear at a great value...

To celebrate International Trading Card Day, Topps launched its second annual cross-country pop-up truck tour to honor the love of trading card collecting nationwide...

To promote brand awareness and recognize World AIDS Day and AIDS Awareness Month.

Duane Reade

Duane Reade, a subsidiary of the Walgreen Company, is the New York metro area's largest...

Jason Ader is CEO of SpringOwl Asset Management LLC, a New York-based independent sponsor and buyout firm...

Ethique is on a mission to rid the world of plastic waste with its zero-waste bars, from shampoo to serum to baby care and home products....

Avant, a fast growing marketplace platform that is lowering the costs and barriers of borrowing fo...

KRUPS is a brand dedicated to precision and technical perfection...

Bespoke Companies are comprised of ultra-luxury high-end real estate and marketing firms led by Zachary and Cody Vichinsky...

ZICO Coconut Water, owned by the Coca-Cola company...

Santa Margherita

World-renowned Italian winery, Santa Margherita, partnered with 5W to help the brand stand out in a crowded wine category and Increase brand awareness, drive sales, and position...

SodaStream, the makers of in-home sparkling water machines, tasked 5W to promote their limited-edition '90s-style machine through...

Payoneer, a financial services company that facilitates cross-border B2B...

Green Beret

The Green Beret Foundation, a premier organization dedicated to supporting soldiers...

Founded in 2018, Choco is a free digital tool and app for restaurants and their suppliers to engage in a more efficient...

Cortera, a big data provider, had been around for a decade. They collect timely spending information from more than a million small and medium-sized companies, stretching across 100 industries...

Jerusalem Venture Partners

Founded in 1993 under the famed Yozma program by Dr. Erel Margalit, Jerusalem Venture...

Jane iredale

jane iredale is a comprehensive, environmentally friendly line of mineral makeup recommended by skin care professionals, plastic...

TradeStation

5W was tasked with elevating premier online trading platform TradeStation's...

Ashley Stewart

Ashley Stewart, a global fashion and lifestyle brand, has propelled itself to be on the vanguard of social commerce...

Camp Bow Wow

Camp Bow Wow is a leading Doggy Day and Overnight Camp providing...

T-fal, the leading global manufacturer of non-stick cookware and small kitchen appliances,...

AirHelp, a Berlin-based air passenger rights company, engaged 5W Public Relations to build its..

Cooks Venture

Cooks Venture is a food startup committed to regenerative agriculture practices, meaning the...

5W was tasked by My/Mo Mochi Ice Cream to ideate and create...

TUSHY is a toilet crusader, fighting for clean bums and reduce global wastefulness that comes from producing and...

All-Clad tasked 5W with executing an integrated launch campaign in support of the brand's newest electric introduction to the U.S. market, the Prep&Cook - a cooking food processor...

Baxter Of California

5W partnered with Baxter of California to grow awareness across a female demographic by...

Perry Mackin

Perry Mackin is a luxury lifestyle brand providing innovative baby products such as baby bottles, backpacks...

GAEA, leading Greek culinary brand, underwent a rebranding, transitioning away from celebrity-...

John Sculley

Former Apple and Pepsi CEO John Sculley approached 5WPR after having...

Ruby Love is a pioneer in period apparel and the femtech industry. Founded in 2015, CEO Crystal Etienne developed a smart, intuitive...

Colman's Mustard

Colman's Mustard, a brand in the Unilever portfolio, engaged 5W Public Relations to break...

CheapOair is the first flights-focused hybrid travel agency that enables consumers to book their accommodations online, on its...

Persona, a Nestle Health Science (NHSc) company, creates science-backed, uniquely...

Millenium Hotels

5WPR was initially engaged to work specifically on the Millennium Broadway Hotel New York. Afte...

Lycored, the global leader in natural carotenoids for food, beverage and dietary supplement...

Jackie Robinson Foundation

Established in 1973, the Jackie Robinson Foundation (JRF) is the nation's premier...

5W was tasked with the goal of securing widespread media coverage for search intelligence and premium intent data provider, Captify,...

Loacker, the #1 global wafer cookie brand, tasked 5W with creating a campaign that would bring awareness to the...

5W was tasked with activating a strategic product launch for Lagostina in partnership with celebrity chef, Giada De Laurentiis...

GNC Digital

GNC, facing significant challenges due to dramatic changes in the retail industry and a series of product setbacks, unfortunately, filed for bankruptcy in 2020.

Datamaran is a data driven, materiality and ESG risk management platform that helps compani...

With the goal of generating national mainstream press interest, 5WPR convinced Emjay to offer a...

Epignosis is a trusted learning technology partner trusted by more than 70,000...

Columbia Care

Columbia Care is one of the largest and most experienced cultivators, manufacturers and...

The Brotherhood Sister Sol

The Brotherhood Sister Sol (BroSis) is a Harlem-based social justice and youth organization where Black and Latinx youth claim the power of their history, identity and community to build the future they want to see...

William Murray Golf

Inspired by Bill Murray and his brothers' off-the-cuff mentality, William Murray Golf was built wit...

Our client CaratLane, the #1 Indian jeweler in the world, signed on with 5W Digital to improve...

Essence cosmetics provides user-friendly and affordable makeup options that bring joy to the often-serious world of beauty...

Extract Labs

Extract Labs is an industry-leading purveyor of fine CBD products, including CBD oil tinctures and...

Lumenis, Inc., the world's largest energy-based medical device company for aesthetic, surgical,...

harmati is a modern home décor brand under Bedshe International Company, Ltd. Driven by...

Nations Photo Lab

Nations Photo Lab is a leading professional photo printing lab that offers the highest quality photo...

Standard General

Standard General is a strategic investor focused on media and gaming industries...

740 Park Plastic Surgery

Dr. Stafford Broumand is a New York-based, board-certified plastic surgeon who offers a...

Big Brothers Big Sisters of America

Big Brothers Big Sisters of America (BBBSA) is the largest and most experienced youth mentoring organization in the US with a mission to create and support one-to-one mentoring relationships that ignite the power and promise of youth...

Xplor Technologies

Xplor Technologies tasked 5W Digital to manage all global social media channels with the goal of...

Yoto Player

Yoto Player is a screen-free audio speaker for kids designed to safely give children full control over their listening...

Nanobébé is the first and only baby bottle designed to preserve essential breastmilk...

Owlet Baby Care is a health technology company founded by a team of parents in 2013 focused o...

Tineco is an innovative technology company specializing in intelligent technology, a premium...

BROWN GIRL Jane

BROWN GIRL Jane is a luxury, plant-based wellness collection centering the needs of dynamic women of color...

Inspired, designed and created by Whoopi Goldberg, DUBGEE is a newly launched national fashion and lifestyle brand...

St. Moriz is one of the earliest self-tanning brands to emerge in the UK market...

Pacific Shaving

Pacific Shaving Company began in 2002 with a clear goal: to radically improve the daily shavin...

AgAmerica is a non-bank lender that builds low-interest rate agricultural loans to provide...

cbdMD is one of the leading and most highly trusted and recognized CBD brands on the...

ThirdLove, approached 5W after noticing a sexist Calvin Klein billboard that had been erected in...

Intelligent marketing platform Skai powers brand insights, decisions, and execution for faster, more...

Yellowheart

YellowHeart is an NFT mint and wallet system that allows for the issuance of large-scale commercial grade NFTs (non-fungible tokens)...

Balanced Health Botanicals

Fellow Barber

Fellow Barber, a brand of barbershops with 15+ locations across Los Angeles, New York City and...

HomeLight is an essential technology platform used by hundreds of thousands of homebuyers and sellers to partner...

Gambling.com

Gambling.com Group (Nasdaq: GAMB) owns and operates more than 50 websites that give leads...

DailyPay is an on-demand financial platform that grants employees access to their earnings in real-time...

Neat Burger

Neat Food Co., a food tech company offering ethical, sustainable, and delicious plant-based...

HIGHLANDER is the world's first and largest global long-distance hiking event series.

The Westminster Kennel Club

The Westminster Kennel Club, founded in 1877, is the oldest dog-sports organization in the U.S.,...

Death Wish Coffee

Death Wish Coffee, the World's Strongest Coffee, celebrated National Coffee Day with a suite of...

Chamber Magic

Chamber Magic, presented by Steve Cohen, the Millionaire's Magician, is an intimate, luxury...

The Children's Place

5W worked as an extension of The Children's Place, Inc. team to brainstorm, develop and...

1800 Tequila

1800 Tequila, a once urban-centric brand, hired 5WPR to reposition the brand into the...

Two high-velocity trends inspired the founders of World Spa. First: we live in a wellness-obsessed...

Quince was founded to challenge the existing idea that nice things must cost a lot.

5W was tapped to expand Veestro's notoriety on a national level while continuing to position the...

So Good So You

5W was tasked with positioning So Good So You as an industry leader within the plant-based...

McCafé tasked 5W to drive brand awareness around bottled McCafé Frappés while positionin...

Black Button Distilling

5W was tasked with supporting the brand's cause-related initiatives throughout a multi-year...

5W was tasked with promoting Jung Lee products in print and digital gift guides and driv...

Framebridge

5W was challenged with elevating Framebridge's media profile and boosting brand visibility on B2...

Salon Du Chocolat

5W was tasked with creating media momentum leading up to the opening of Salon du Chocolat...

Field Roast

5W was tasked with utilizing a network of micro/mid-tier influencers to heighten brand...

Fellow Barber, a brand of barbershops with more than 15 locations across Los Angeles, New York City and...

Sky Organics

5WPR was tasked with building buzz for Sky Organics' affordable, ethically made beauty...

Freight Farms

Freight Farms pioneered the concept of the container farm, an innovation that set the stage...

G-Shock Digital

G-SHOCK was introduced in 1983, which is officially defined as the paleolithic era of...

The agency was hired to close the digital divide between BUILT's then-current social marketing...

Sleepopolis

Dr. Shelby Harris is a NY-based sleep expert and clinical phycologist who specializes in behaviora...

Boost the presence and encourage purchases of South Korean beauty brand Medicube's medical-gradedevices and skincare products following their U.S. launch.

Brooklyn Bedding

5W used media relations tactics to successfully execute 10+ new product launches and garner more than 1B media impressions for Brooklyn Bedding.

Fairmont Tazi Palace Tangier

Fairmont Tazi Palace Tangier is one of the finest and newest 5-star hotels in Morocco that mirrors Tangier's seductive charm with luxurious hospitality.

SAP National Security Services Inc. (SAP NS2), a subsidiary of the Fortune 500 software company SAP...

VIZIO is a leading HDTV company and the #1 sound

Female Beauty Execs

The 5W Beauty division has done a fantastic job of highlight its female CEOs and founders as a way to elevate their brands...

Edward Mermelstein is a real estate attorney, international consultant, and co-founder of the international boutique law firm Rheem Bell...

Robert Amsterdam

Robert Amsterdam is a renowned international attorney with London and Washington, D.C.-based Amsterdam & Partners. Mr. Amsterdam...

Triangle Assets, a premier, New York City-based commercial real estate developer, came to 5W with two objectives...

Verzasca Group, a South Florida-based residential and commercial...

Sergeant's Benevolent Association

The NYPD's Sergeants Benevolent Association (SBA) is the...

Disaster Recovery Institute DRI

5W Public Relations represents Disaster Recovery Institute International (DRI), the largest disaster preparedness and recovery certification...

Indie Beauty Expo

Indie Beauty Expo (IBE) is the largest professionally-curated exposition of independent beauty,...

Millennium Hotels

5WPR was initially engaged to work specifically on the Millennium Broadway Hotel New York...

Tropical Smoothie Café

Tropical Smoothie Cafe is on a mission to inspire a healthier lifestyle by serving food and smoothies with a bit...

Fitz & Floyd

Over the past 50 years, Fitz and Floyd has become a leader in the...

Miami Fashion Week

Miami Fashion Week is the second largest fashion event...

Two Roots Brewing Co., the world's first line of non-alcoholic...

In our second year working with Vangst, a leading recruitment...

New York Comedy Festival

The New York Comedy Festival, produced by 5W's client Caroline's on Broadway, is a week-long event featuring over 200 comedians...

Wendy Williams is a media mogul, actress, comedian, entrepreneur, designer, and New York Times best-selling author, who...

Voices Against Brain Cancer

Voices Against Brain Cancer's mission is to help find for a cure for brain cancer...

Loosid, an innovative app for the sober community, tasked 5W to facilitate their New York City launch event...

As agency of record for Decléor Paris, 5W Public Relations was tasked to...

Cure Urgent Care

The urgent care trend continues to surge nationwide as the delivery model for health care to shift...

Electra Meccanica

Founded in 2015, Electra Meccanica is a designer and manufacturer of electric vehicles. With a passion to develop affordable...

GNC is a leading global health and wellness brand that provides high quality science-based products and solutions...

Increase Jamf's media presence and solidify the company as the standard in Apple Enterprise Management software....

Five9 is an industry-leading provider of cloud contact center solutions, bringing the power of cloud...

Acker Wines

Established in 1820, Acker is the oldest wine shop in America and the world's largest fine and rare wine auction house...

Based in Palo Alto, California, Archer is creating the world's first electric airline to quickly, sustainably and cost-effectively move people in and around dense cities.

Big Cork Vineyards

Big Cork Vineyards makes award-winning Maryland wine under the guidance of master winemaker David Collins.

Bitcoin IRA

Bitcoin IRA, is the world's first, largest, and most secure digital asset IRA technology platform that allows users to purchase...

Bowlero Corporation

Bowlero Corporation (formerly Bowlmor AMF) is the largest owner and operator of bowling centers...

Gray Line New York

Gray Line New York, New York City's iconic double-decker tour bus company has been a proud staple of the New York City tourism industry since...

Martin Luther King Jr.

5W Public Relations was hand-picked by the Washington, DC Martin Luther King Jr. National Memorial Project to lead...

The Buoniconti Fund - Destination Fashion

The Buoniconti Fund to Cure Paralysis (TBF), a non-profit organization, is the fundraising arm of The Miami Project to Cure Paralysis

Pritikin Center

Pritikin Longevity Center & Spa is a world-renowned health center in Miami, FL.

Cleancult is a leader in the zero waste cleaning category, using only non-toxic, natural ingredients, and zero plastic.

CLMBR, maker of the first connected vertical climbing machine with on-demand, instructor-led classes and an ergonomic design

Since 1972 CURAPROX has stood for knowledge, and the transfer of skills to ensure perfect oral care and oral health

Curated Mental Health is an innovative psychiatric practice that prioritizes accessibility for patients and provides quality mental health care for...

Dating.com is at the forefront of the online dating world, offering an unmatched global reach. Launched in 1993.

The Kellman Center

Raphael Kellman, MD and Founder of the Kellman Center, is a functional and integrative medicine expert

Dragontail Systems

Dragontail Systems is revolutionizing the Quick Service Restaurant (QSR) and foodservice industry, through software that optimizes the entire restaurant kitchen, order and delivery process for global brands and local mom and pops.

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Cases in Public Relations Strategy

• Burton St. John III - University of Colorado Boulder, USA
• Diana Knott Martinelli - West Virginia University, USA
• Robert S. Pritchard - University of Oklahoma, USA, Ball State University, USA
• Cylor Spaulding - Cal State University, Fullerton, USA
• Description

Cases in Public Relations Strategy draws on original, real-world case studies to provide students with a strategic approach to meeting the needs of a client before, during, and beyond a campaign. Using the RACE (Research, Action Planning, Communication, and Evaluation) model, students explore successful contemporary campaigns and evaluate best practices in all major areas of public relations activity. This practical, client-oriented text shows students how to systematically evaluate and adapt to the needs of a particular client—whether big or small, global or local, for-profit or nonprofit—in order to launch the most effective campaign. Each case includes a brief introduction focused on fundamentals and core competencies, and all cases have been carefully selected to present a wide range of client types. In addition to the lessons from professionals in the case studies, a section on PR consulting and an appendix on advancing your PR career give students the knowledge and skills they need for success in the field.

Give your students the SAGE edge!

SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Learn more at edge.sagepub.com/stjohn .

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email [email protected] . Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html .

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Supplements

• Test bank  provides a diverse range of pre-written options as well as the opportunity to edit any question and/or insert your own personalized questions to effectively assess students' progress and understanding.
• Editable, chapter-specific PowerPoint® slides offer complete flexibility for creating a multimedia presentation for your course.
• Sample course syllabi for semester and quarter courses provide suggested models for structuring your courses.
• Multimedia content includes third-party video, audio, and web links that appeal to diverse learners.
• Chapter and Case Summaries summarize key concepts and cases by chapter to help you prepare for lectures and class discussions.
• Case Study Resources includes a resource guide for instructors teaching the case course the first time, links to award-winning cases, chapter activities, and sample long-term projects students can undertake to facilitate a deeper exploration of public relations.
• Chapter and Case summaries reinforce the most important material
• Mobile-friendly practice quizzes allow for independent assessment by students of their mastery of course material.
• 30 original, contemporary case studies  drawn from the real world Introduce key concepts and skills in Public Relations. 
• A focus on strategic areas   within the profession (heath communication, issue advocacy, etc.), rather than skill-sets, demonstrates how various strategies and tactics can be adapted to meet the needs of various clients.
• An emphasis on   strategy and strategic thinking , rather than individual tactics, prepares students for the realities of a PR career.
• A unique client-oriented focus  shows that Public Relations is not “one size fits all.” The selection of cases from a wide range of clients in core PR areas demonstrates the need for adjusting PR strategy for each client type.
• RACE Pit Stop   sections include discussion items, trend line information, and comments from professional observers that show students to integrate key findings from the case studies into their own PR work.
• SAGE edge provides students helpful tools, including eFlashcards, practice quizzes, and more, in one easy-to-use online environment. 

Sample Materials & Chapters

Chapter 1. Branding

Chapter 2. Community Relations

For instructors

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Public Relations

• Getting Started

PR Case Study Online Resources

Pr case study books.

• PR Web Resources
• Evaluating Sources

Why use case studies? 

Case studies are detailed investigations of individuals or groups. Case studies can be qualitative or quantitative in nature and often combine elements of both. In Public Relations, case studies:

• Identify the challenge a particular customer faces
• Describe the solution provided by the company
• Illustrate the measurable results gained from using the service
• Arthur W. Page Society (Note: Case study archives are accessed from the bottom of the page.) Includes original case studies written by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that is focused on corporate communications and the practice of public relations.
• PR Council Free access to case studies from over 100 of America’s leading communications firms.
• PRSA Case Studies The PRSA website includes a searchable database of Silver Anvil case studies. PRSA membership account information is needed to view the complete case studies.
• PR Newswire Case studies are often highlighted in PR Newswire. Select "Search within this publication." Then try searching "case study" using quotation marks.

• << Previous: Getting Started
• Next: PR Web Resources >>
• Last Updated: Mar 13, 2024 9:10 AM
• URL: https://guides.franklin.edu/PBRL

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..

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.

THE AUTHORS

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. 

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.

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FREE Sample Syllabus: Public Relations Case Studies

Who doesn’t love free stuff? Hundreds of instructors are using this syllabus for their course, teaching the topic of Public Relations Case Studies.

Case Studies

• US / UK / Europe
• Funding News
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What you'll find at our PR case studies?

Technical knowledge.

As well as strong communication skills, our team of experts has a deep understanding of technical concepts and industry trends. Our PR case studies show how we have delivered successful PR campaigns for clients across many industries with our technical expertise. By staying up-to-date with the latest tools and technologies, we can craft messaging and strategies that resonate with target audiences and achieve measurable results.

At PRLab, strategy is the foundation of everything we do. We develop tailored strategies that we continuously monitor for impact. See in our case studies how we work closely with clients to understand their needs, whether increasing brand awareness, driving website traffic, or improving sales.

Multiple sectors

We have worked in various sectors and environments, and whether communicating the benefits of new technology to consumers or building brand awareness, we can help. Working across multiple sectors, we have a range of resources at our disposal.

You need compelling pitches and press releases to get coverage. Our team excels at navigating complex regulatory issues, explaining technical jargon in plain language, or implementing innovative campaigns. See our detailed case studies for more.

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Public Relations

• Scholarly, Popular, and Trade Publications
• Article Searching Tips and Help
• PR Web Resources

PR Case Study Online Resources

Pr case study books.

• Salary Info
• Writing & Research Guides
• Zotero This link opens in a new window

Why use case studies? 

Case studies are detailed investigations of individuals or groups. Case studies can be qualitative or quantitative in nature and often combine elements of both. In Public Relations, case studies:

• Identify the challenge a particular customer faces
• Describe the solution provided by the company
• Illustrate the measurable results gained from using the service
• Arthur W. Page Society (Note: Case study archives are now accessed from the bottom of the page.) Includes original case studies written by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that is focused on corporate communications and the practice of public relations.
• PR Council Case Studies Includes case studies, best practices and research to promote public relations.

• << Previous: PR Web Resources
• Next: Salary Info >>
• Last Updated: Nov 14, 2023 12:45 PM
• URL: https://library.onu.edu/publicrelations

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Lessons Learned from 06 PR Crisis Management Case Studies

In the world of business and public relations, crises are an unfortunate reality that organizations may face. 

These crises can pose significant threats to an organization’s reputation, customer trust, and bottom line. 

Effective crisis management is crucial in mitigating the damage and navigating through challenging situations. 

In this compilation of PR crisis management case studies, we examine notable incidents from various industries and explore how organizations responded to these crises. 

By delving into these real-world examples, valuable insights can be gained to better understand crisis management strategies and the impact they can have on an organization’s reputation and future success.

Let’s dive in six PR crisis management case studies to learn more about this 

Case Study 1: Nike’s Lance Armstrong Doping Scandal 

The Nike’s Lance Armstrong doping scandal is a significant PR crisis that unfolded in the sports industry. Lance Armstrong, a former professional cyclist sponsored by Nike, was accused of doping, which refers to the use of prohibited substances or methods to enhance athletic performance. This scandal had several implications for Nike as a sponsor and faced significant backlash.

The Lance Armstrong doping scandal was a PR crisis for Nike because it directly involved one of their high-profile sponsored athletes. As a result, Nike’s brand reputation and credibility were at stake, as the scandal raised questions about the integrity of both the athlete and the company.

The controversy also had the potential to alienate Nike’s customer base and damage its image as a promoter of fair play and ethical sportsmanship.

To address the crisis, Nike took several PR actions:

• Termination of Sponsorship: Nike made the decision to terminate its sponsorship contract with Lance Armstrong following the doping revelations. This action demonstrated a clear break from the athlete and his actions, signifying Nike’s commitment to maintaining a clean and ethical brand image.
• Public Statements: Nike issued public statements expressing disappointment and concern over the doping scandal. They condemned the use of performance-enhancing drugs and emphasized their commitment to integrity and fair competition. These statements aimed to distance the company from the controversy and reassure the public of Nike’s commitment to ethical practices.
• Collaboration with Anti-Doping Organizations: Nike collaborated with anti-doping organizations, such as the United States Anti-Doping Agency (USADA), to support their efforts in combating doping in sports. This collaboration served to align Nike with the fight against doping and to showcase their commitment to clean and fair competition.
• Transparency and Accountability: Nike took steps to promote transparency and accountability in their sponsorship deals. They revised their sponsorship contracts to include stricter clauses related to doping, emphasizing the importance of athletes’ adherence to anti-doping regulations. This action aimed to demonstrate Nike’s commitment to promoting clean sports and deterring unethical practices.

By terminating the sponsorship, issuing public statements, collaborating with anti-doping organizations, and promoting transparency, Nike aimed to manage the PR crisis caused by the Lance Armstrong doping scandal. These actions were intended to distance the company from the controversy, uphold its brand values, and restore trust among customers and the public.

Case Study 2: McDonald’s “Hot Coffee” Lawsuit

The second PR crisis management case study focuses on the infamous “Hot Coffee” lawsuit involving McDonald’s. In the early 1990s, a customer filed a lawsuit against McDonald’s after suffering severe burns from spilled hot coffee purchased from one of their drive-thru locations.

The incident gained substantial media attention , and McDonald’s initially faced criticism and negative public perception. The company was accused of serving excessively hot coffee and failing to take responsibility for the incident.

However, McDonald’s later adjusted its response strategy, settling the lawsuit and implementing changes to prevent similar incidents. They revised their coffee temperature policies, ensuring safer serving temperatures, and began placing warning labels on their cups.

Additionally, McDonald’s embarked on a public education campaign to clarify the facts of the case and dispel misconceptions. McDonald’s demonstrated a proactive approach to crisis management by taking responsibility, implementing changes, and engaging with the public through education campaigns and media relations

After the “Hot Coffee” lawsuit crisis, McDonald’s took several PR actions to address the situation and improve public perception. 

Here are some of the actions they implemented:

• Settlement: McDonald’s chose to settle the lawsuit rather than engaging in a lengthy legal battle. This decision helped demonstrate their willingness to take responsibility for the incident and mitigate any negative publicity associated with a prolonged legal process.
• Policy Revisions: McDonald’s revised its coffee temperature policies to ensure safer serving temperatures. By adjusting the temperature at which coffee was served, they aimed to prevent future incidents of burns and address concerns raised during the lawsuit.
• Warning Labels : McDonald’s began placing warning labels on their coffee cups to inform customers about the potential risks associated with hot beverages. This step aimed to improve consumer awareness and reduce the likelihood of accidents or lawsuits stemming from burns caused by hot coffee.
• Public Education Campaign: McDonald’s launched a public education campaign to provide accurate information about the “Hot Coffee” case and dispel misconceptions surrounding it. The campaign sought to address any misunderstandings and offer clarity on the facts of the incident, aiming to rebuild trust and restore public confidence in the company.
• Media Relations: McDonald’s engaged with media outlets to share their perspective, highlight the changes made in response to the incident, and emphasize their commitment to customer safety. By actively participating in media relations, McDonald’s sought to shape the narrative surrounding the crisis and convey a more positive image.

Case Study 3: Tesla’s Autopilot Accidents 

The second PR crisis management case study revolves around Tesla’s Autopilot feature and the accidents associated with its use. Tesla’s Autopilot is an advanced driver-assistance system designed to assist drivers with certain aspects of driving.

However, there have been incidents where Tesla vehicles using Autopilot have been involved in accidents, raising concerns about the safety and reliability of autonomous driving technology.

In response to these accidents, Tesla has implemented several PR actions to manage the crisis:

• Emphasizing Driver Responsibility: Tesla has consistently emphasized that Autopilot is not a fully autonomous driving system and that drivers must remain attentive and ready to take control of the vehicle at all times. They have stressed the importance of hands-on driving and have provided guidance to users on how to properly use the Autopilot feature.
• Software Updates: Tesla has made continuous software updates to improve the safety and functionality of Autopilot. These updates have included enhancements to the system’s capabilities, such as improved object detection, collision avoidance, and lane-keeping features. By actively addressing the technology’s limitations and making regular updates, Tesla aims to enhance the safety of Autopilot and prevent future accidents.
• Transparency and Data Sharing: Tesla has been transparent in sharing data related to Autopilot accidents and improvements in the technology. They have released quarterly safety reports detailing accident statistics and comparing the safety of Tesla vehicles with traditional vehicles. By providing data-driven information, Tesla seeks to demonstrate the safety benefits of Autopilot and address any misconceptions or concerns surrounding the technology.
• Public Education and Advocacy: Tesla has engaged in public education campaigns to raise awareness about the capabilities and limitations of Autopilot. They have conducted outreach programs, hosted events, and collaborated with organizations to educate drivers, regulators, and the general public about autonomous driving technology. By actively advocating for the safe and responsible use of Autopilot, Tesla aims to foster a better understanding of the system and promote its benefits.

Through these PR actions, Tesla is working to manage the crisis associated with Autopilot accidents. By emphasizing driver responsibility, making software updates, sharing data, and engaging in public education, Tesla aims to address concerns, enhance safety, and maintain public trust in their autonomous driving technology.

Case Study 4: Nestlé’s Baby Formula Controversy

In the 1970s and 1980s, Nestlé faced a significant crisis related to the promotion of its infant formula products in developing countries. The company was accused of aggressive marketing tactics that discouraged breastfeeding and led to infant health issues due to improper formula preparation. Nestlé faced widespread boycotts, protests, and international pressure. 

The company responded by adopting the WHO/UNICEF International Code of Marketing of Breast-Milk Substitutes, improving labeling, and investing in education programs to promote proper nutrition practices.

During the 1970s and 1980s, Nestlé encountered a severe PR crisis surrounding the promotion of its infant formula products in developing countries. The controversy arose due to allegations of aggressive marketing practices that undermined breastfeeding, resulting in infant health problems stemming from improper formula preparation. Nestlé faced extensive boycotts, protests, and international scrutiny for its actions. 

To address the crisis, Nestlé took several PR actions:

• Adoption of WHO/UNICEF Code: Nestlé responded by adopting the WHO/UNICEF International Code of Marketing of Breast-Milk Substitutes. This code established guidelines to regulate the marketing and promotion of infant formula, ensuring that companies refrain from misleading or aggressive tactics that could discourage breastfeeding.
• Labeling Improvements: Nestlé made efforts to improve the labeling of its infant formula products, providing clearer instructions on proper preparation and usage. By enhancing product labeling, Nestlé aimed to promote safe and appropriate feeding practices for infants.
• Education Programs: Nestlé invested in education programs to promote proper nutrition practices and raise awareness about the benefits of breastfeeding. These programs aimed to educate healthcare professionals and mothers in developing countries about the importance of breastfeeding and the appropriate use of infant formula when necessary.

By adopting the WHO/UNICEF Code, improving product labeling, and investing in education programs, Nestlé aimed to address the concerns raised during the crisis, promote responsible marketing practices, and support breastfeeding as the optimal infant nutrition method. These PR actions aimed to rebuild trust and mitigate the negative impact of the controversy on the company’s reputation.

Case Study 5: Facebook’s Cambridge Analytica Scandal. 

The Facebook Cambridge Analytica scandal was a significant PR crisis for the social media giant.

The scandal involved the unauthorized access and misuse of personal data of millions of Facebook users by the political consulting firm Cambridge Analytica.

This breach of trust and privacy had far-reaching implications and raised concerns about Facebook’s data handling practices, user privacy, and the potential influence on elections.

The Cambridge Analytica scandal was a PR crisis for Facebook due to the following reasons:

• Breach of Trust: The scandal undermined the trust that users had placed in Facebook to protect their personal data. The unauthorized access and misuse of user information violated the expectations and privacy of millions of users, leading to widespread outrage and concerns about data security.
• Negative Public Perception: The scandal received extensive media coverage, resulting in a tarnished public perception of Facebook. Users and the general public questioned the company’s commitment to user privacy, its handling of personal data, and its overall ethical standards.
• Regulatory Scrutiny: The Cambridge Analytica scandal triggered investigations by regulatory authorities worldwide, including the U.S. Federal Trade Commission (FTC) and the European Union. The regulatory scrutiny further escalated the crisis, potentially exposing Facebook to legal repercussions and hefty fines.

To manage the crisis, Facebook implemented several PR actions:

• Apologies and Acknowledgment: Facebook’s leadership, including CEO Mark Zuckerberg, publicly apologized and acknowledged the mishandling of user data. They took responsibility for the breach and expressed their commitment to addressing the issue and regaining public trust.
• Transparency and Communication: Facebook increased transparency by providing regular updates and sharing information about the steps taken to address the issue. They communicated openly about the changes made to data privacy policies, user controls, and third-party access to data.
• Stricter Data Controls: Facebook implemented stricter data controls and restrictions to enhance user privacy and data security. They made changes to the platform’s data access policies, limiting third-party developers’ access to user data and enhancing user consent mechanisms.
• Cooperation with Authorities : Facebook cooperated with regulatory authorities during investigations, providing information and engaging in discussions to address concerns related to data privacy and security. They worked to comply with regulatory requirements and implement necessary changes.
• Ad Campaigns and Educational Efforts: Facebook launched ad campaigns and educational efforts to raise awareness among users about data privacy, security settings, and the importance of informed consent. These initiatives aimed to empower users with knowledge and tools to control their privacy on the platform.

Through these PR actions, Facebook aimed to regain public trust, address privacy concerns, and demonstrate a commitment to user data security. The company recognized the severity of the crisis and took proactive measures to improve data practices, enhance transparency, and communicate openly with users and regulatory authorities.

Case Study 6: Chipotle’s Food Safety Crisis

The Chipotle food safety crisis was a significant PR crisis for the popular fast-casual restaurant chain. The crisis occurred in multiple instances between 2015 and 2018 when several outbreaks of foodborne illnesses, including E. coli, salmonella, and norovirus, were linked to Chipotle restaurants. This series of incidents resulted in numerous cases of customer illness, negative media coverage, a decline in sales, and a loss of customer trust.

The Chipotle food safety crisis was a PR crisis for several reasons:

• Public Health Impact: The outbreaks of foodborne illnesses associated with Chipotle restaurants posed a direct risk to public health. The safety and well-being of customers were compromised, leading to severe illnesses and potential long-term health consequences. The crisis heightened concerns about food safety practices within the company.
• Media Attention and Reputation Damage: The outbreaks received extensive media coverage, which amplified the negative impact on Chipotle’s reputation. The media reports highlighted the incidents, their scale, and the potential causes, contributing to a loss of customer confidence and damaging the company’s image as a provider of fresh and safe food.
• Legal and Financial Ramifications: The food safety crisis resulted in legal implications for Chipotle, including lawsuits from affected customers and investigations by regulatory authorities. The financial consequences were also significant, with a decline in sales, decreased stock value, and increased costs associated with implementing food safety measures.

To address the crisis, Chipotle took several actions:

• Crisis Management Team : Chipotle established a dedicated crisis management team to lead the company’s response efforts. This team coordinated communication, implemented food safety protocols, and collaborated with external experts and authorities to address the crisis effectively.
• Enhanced Food Safety Practices : Chipotle implemented comprehensive food safety measures and protocols to prevent future incidents. This included increased testing of ingredients, improved employee training on food handling and safety, and stricter adherence to hygiene standards throughout the supply chain.
• Communication and Transparency : Chipotle adopted a proactive approach to communication, providing regular updates and being transparent about the actions taken to address the crisis. They publicly acknowledged the issues, apologized to affected customers, and shared information about the enhanced food safety practices implemented.
• Rebuilding Trust: Chipotle launched marketing campaigns and initiatives aimed at rebuilding trust with customers. These efforts focused on emphasizing the company’s commitment to food safety, showcasing the steps taken to address the crisis, and reinforcing the brand’s core values of sourcing high-quality ingredients.
• Collaboration with Experts: Chipotle collaborated with food safety experts and external consultants to gain insights, conduct thorough audits, and receive guidance on best practices for food safety. This collaboration helped strengthen their efforts and demonstrate their commitment to continuous improvement.

Key Take Aways from PR Crisis Management Case Studies

Here are five key takeaways from the PR crisis management case studies mentioned earlier to effectively manage a PR crisis:

Swift and Transparent Response

It is crucial to respond quickly and transparently when a crisis occurs. Acknowledge the issue, take responsibility, and communicate openly with stakeholders, showing a commitment to addressing the problem. In the age of instant communication and social media, news and information spread rapidly. By responding swiftly, an organization can take control of the narrative surrounding the crisis. It allows them to provide accurate information, address concerns, and shape the perception of the crisis before it gets distorted or amplified by external sources.

Prioritize Stakeholder Trust

Rebuilding trust with stakeholders, including customers, employees, and the general public, should be a top priority. Focus on actions and initiatives that demonstrate accountability, transparency, and a commitment to resolving the crisis. When stakeholders trust an organization, they are more likely to continue supporting it, even during challenging times. Prioritizing stakeholder trust can help maintain customer loyalty, employee commitment, investor confidence, and the support of other key stakeholders.

Proactive Communication

Maintain open lines of communication with stakeholders throughout the crisis. Provide regular updates, share accurate information, and address concerns promptly. Proactive communication helps control the narrative and minimizes the spread of misinformation.During a crisis, stakeholders may feel anxious, confused, or fearful. Proactive communication allows organizations to reassure stakeholders by providing updates, clarifying the situation, and offering guidance. It helps alleviate concerns, dispel misconceptions, and provide necessary information to help stakeholders make informed decisions.

Public Education

Public education is an effective way to build trust and credibility with stakeholders. By providing educational resources and transparent information, organizations show their commitment to keeping stakeholders informed and empowered. This builds trust, strengthens the organization’s reputation, and fosters a positive perception among stakeholders. By investing in public education, organizations demonstrate their commitment to the well-being and interests of stakeholders. This helps foster loyalty and support even beyond the crisis, contributing to ongoing positive relationships.

A dedicated PR Team

A dedicated PR team brings specialized expertise in crisis communication. Their knowledge and experience ensure that the organization’s response is strategic, effective, and aligned with the overall PR goals. Consistent and coordinated messaging is crucial during a crisis. A dedicated PR team ensures that all communication, both internal and external, is aligned and consistent. They develop key messages, train spokespeople, and oversee communication channels to ensure that accurate and unified information is disseminated to stakeholders and the public.

Final words 

The case studies discussed provide valuable insights into the various challenges faced by organizations and the PR actions they took to manage their crises.

Learning from these PR crisis management case studies, organizations should develop robust PR strategies, establish crisis response teams, and regularly review and update their protocols. By being prepared and proactive, companies can minimize the impact of a crisis and emerge stronger on the other side.

Remember, managing a crisis is not just about damage control; it is an opportunity for growth, learning, and demonstrating resilience. With careful planning, decisive actions, and a commitment to transparency and improvement, organizations can navigate PR crises successfully and emerge with their reputation intact

About The Author

Tahir Abbas

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An Empirical Investigation of Public Relations Roles: A Case Study of the Financial Service Sector of Ghana

• Original Article
• Published: 15 April 2021
• Volume 25 , pages 94–105, ( 2022 )

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• Albert A. Anani-Bossman   ORCID: orcid.org/0000-0002-3886-6403 1  

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Public relations is essential in helping to develop, shape, maintain and manage relationships between an organisation and its publics. However, for that to occur PR must play a strategic/managerial role. It is only when the practitioner is involved in strategic management and engages in managerial activities, can PR really excel and add real value to the organisation. The present study presents findings from an investigation of the role of senior PR practitioners in the financial services sector of Ghana. It examines the roles practitioners in the FSS perform, the strategic nature of these roles, and the challenges that affect the performance of the strategic role. The research was inspired by a lack of knowledge on the specific roles performed by PR practitioners in Ghana, which affects the practice of the profession and limits scholars in the country from fully participating in the discussion on the subject. The article reviews literature on roles research from western and African perspectives and empirically analysis two key roles—technician and manager. Data were gathered utilising a one-on-one interview with 22 senior PR practitioners in the financial services sector. The study found little evidence of a separation between the technician and managerial roles. An important finding was that even though practitioners enjoyed access to senior management, they were not involved in the decision-making process. Also, they faced challenges such as lack of understanding by the management of the value of PR. The paper concludes that the lack of involvement in the decision-making process and the challenges faced limits the ability of practitioners to fully perform the strategic role. Significantly, there is a need for scholars in Ghana to examine the perceived value of PR to organisations from the perspective of senior management. The study calls for comprehensive research in this area in relation to the unique characteristic of African PR practice.

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Anani-Bossman, A.A. An Empirical Investigation of Public Relations Roles: A Case Study of the Financial Service Sector of Ghana. Corp Reputation Rev 25 , 94–105 (2022). https://doi.org/10.1057/s41299-021-00114-8

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University of Florida Wins Top Prize in Page and Institute of Public Relations Case Study Competition

by Bulldog Reporter | Apr 10, 2024

NEW YORK – April 9, 2024 – Four students from the University of Florida will receive the 2024 Jack Koten Page Principles Case Study Award, sponsored by Page and the Institute for Public Relations ( IPR ). Their submission analyzed how Mattel regained control over Barbie’s cultural narrative and pivoted the doll into the feminist figure the brand wanted her to be, and the impact of the campaign on stakeholders. Winners Rebecca Wolff, Mariela Dothe-Marcial, Chloe Oakes, and Katrina White will be sharing more about their case at an upcoming virtual event. They will also have the chance to discuss their case topic with Catherine Frymark, EVP of Corporate Communications at Mattel. Their faculty advisor is Pat Ford. 

The Case Study Competition awards students whose original case studies best contribute to the profession’s body of knowledge and provide practical suggestions for improving corporate communication as a function. This year’s competition drew 39 entries, 29 from communications schools and 10 from business schools, from 19 educational institutions across the United States, China, Indonesia, and the Philippines.

The winning submission, “Were Mattel’s Efforts Kenough?” analyzes Mattel’s strategy to reposition the Barbie brand in the minds of consumers as part of the live-action movie released in 2023. Mattel’s iconic Barbie doll has been a cornerstone of American pop culture since its launch in 1959, but controversy over Barbie’s prior lack of inclusivity and unrealistic standards for women cast a shadow over the doll’s reputation. The students explored how Mattel successfully transformed Barbie and recontextualized the brand for future generations of fans.  They also assess the impact of the campaign on stakeholders, as well as evaluate it in accordance with the Page Principles.

“We are thrilled to honor Rebecca, Mariela, Chloe, and Katrina along with their academic advisor, Pat Ford, with the Koten Award for their thoughtful work on this case study,” said Dr. Tina McCorkindale, president and CEO of IPR. “This timely and relevant case demonstrates that when corporations listen to and act on their stakeholders’ evolving interests, it can reinvigorate a brand and expand its customer base.”

“Today’s stakeholders expect businesses to speak to and reflect the society in which they operate,” Page President Roger Bolton said. “This winning case study highlights the initiatives that businesses today must take in order to evolve with society and promote diversity and inclusivity. I hope that the lessons from this case study become an important resource for strategic communication leaders worldwide.”

In addition to the overall grand prize, other winners include: 

• 1st place : Ball State University for their case about Bud Light, “Cracking Open A Case: The Anheuser-Busch Response to Bud Light Boycott;”
• 2nd place : DePaul University for “Adidas Says BYE: Adidas Drops Partnership with Ye.” 

To read the winning submissions and to find more information about the competition, please visit: https://page.org/resource-type/2024-case-study-competition/

The annual competition is judged by a panel comprising Page members, Page Up members, and IPR Trustees. Judges for this year’s competition included:

• Elizabeth Ananto, Trisakti University
• Pierre Goad, Goad Partners LLP
• Scott Kronick, Ogilvy PR
• Vilma Luoma-aho, University of Jyvaskyla
• Bevin Maguire, Applied Materials
• Cortney Stapleton, The Bliss Group
• Michele Mazur, Labcorp
• Susan Henderson, Henderson Consulting, LLC
• Amy Chiconas , Vibrantz Technologies
• Emily Garbaccio, American International Group (AIG)
• Emily Russel, Electronic Arts
• Gautham Appaya, Wabtec Corporation
• Geoff Curtis, Marshall Curtis Communications
• Jennifer Nelson, Prologis
• Kristin Tetreault, Dollar Tree
• Larry Parnell, George Washington University
• Natalie Tindall, University of Texas at Austin
• Nina Reinhardt, RXO
• Whitney Eichinger, Southwest Airlines
• Beth Toal, St. Luke’s Health System
• Doshia Stewart, Allegion
• Gary Sheffer, Boston University
• Jason Dressel, History Factory
• Katerina Tsetsura, University of Oklahoma
• Linda Mills, The Clorox Company
• Raoul Bhavnani, Betterment
• Arwa Husain, Adfactors PR Private Limited
• Karen Cho, Randstad NV
• Brian Moriarty, Darden School of Business, University of Virginia
• Jeff Shelman, U.S. Bancorp
• Kristen Thistle, UnitedHealth Group
• Matthew Yi, Blue Shield of California
• Molly Steinkrauss, The Clorox Company
• Carolina Mata, Integral
• James Smith-Plenderleith, Johnson & Johnson
• Nancy Fitzsimmons, Hill+Knowlton Strategies
• Bryan DeAngelis, Penta
• Gabrielle Poshadlo, Ford Motor Company
• Jackie Hartzell , Ally Financial
• James Beechinor-Collins, Highwire
• Jason Greenspan, The Grossman Group
• Matt Kucharski, Padilla
• Sara Banda, L3 Harris Technologies
• LaShonda Eaddy, Penn State University

About the Jack Koten Page Principles Case Study Award

As the first chair of Page, Jack Koten was among the founding members who extracted from Arthur Page’s lifetime of work the set of defining values that we know today as the Page Principles . These Principles not only serve as criteria for this competition but also as a guide for Page members in their daily work. Jack personified the belief that businesses should operate honestly and honorably, and with unwavering integrity.

Upon his passing in 2014, Jack bequeathed funds to Page that its Board of Trustees voted to use to fund in perpetuity the annual Case Study Competition grand prize, which that year was renamed the Jack Koten Page Principles Case Study Award.

Page is a global membership organization that brings together the world’s leading communications executives to strengthen the enterprise leadership role of the chief communications officer (CCO). Our purpose is rooted in the belief that a strong Communications function results in enterprises that are more responsible, trustworthy and responsive to stakeholders, which in turn helps transform business for the better. Page has nearly 800 members in 25 countries, representing a multitude of industries, leading PR agencies, influential nonprofits and NGOs, and highly respected academicians. We are dedicated to advancing the leadership capabilities of the CCO and the communications profession through thought leadership, learning programs and networking experiences to connect the brightest industry minds to create a better future. For more information, please visit www.page.org 

About the Institute for Public Relations

The Institute for Public Relations is an independent, nonprofit research foundation dedicated to fostering greater use of research and research-based knowledge in corporate communication and the public relations practice. IPR is dedicated to the science beneath the art of public relations.™ IPR provides timely insights and applied intelligence that professionals can put to immediate use. All research, including a weekly research letter, is available for free at instituteforpr.org.

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