IPR creates buzz with ‘In a Car’ video series
A desire for a short video series was informed by the success of Jerry Seinfeld’s car-themed interview show. The videos quickly netted increased viewership and community feedback. At an all-day board...
View ArticleBattling Olympic-scale competition for coverage of a startup launch
The founder of Capstone Hill Search discusses the need for patience, pluck and perseverance in vying for journalists’ attention in the midst of the 2012 Summer Games in London. Late July 2012,...
View ArticleHow an inspirational content series became a PR powerhouse
Not every great idea ends up having a life of its own. Here’s how one PR pro turned her dream of connecting inspiring business figures into a digital content machine. I’ve had a lot of dreams in my...
View ArticleHow to respond when you go viral for all the wrong reasons
Guerrilla marketing sometimes lives up to its name, as when LED devices are mistaken for bombs in a major city—and all hell breaks loose. Priorities and agility become crucial factors. The afternoon of...
View ArticleHow a robotic duck calms young cancer patients and boosts Aflac’s brand
Sometimes recovery takes more than medicine. The iconic spokes-duck, crafted into an interactive toy, gives youngsters undergoing treatment a much-needed morale boost. Aflac has donated over $135...
View Article#RAREis: Providing a voice for the rare-disease community
Uncommon ailments manifest in more than physical ways. The isolation of being ‘different’ takes a toll, too. Horizon’s Instagram campaign addresses the unseen effects of such maladies. In the current...
View ArticleInside Experian’s bid to help consumers boost their credit scores
The rating company reshaped the industry by enabling folks with ‘thin’ payment histories to include phone and utility bills to show they are reliable customers. Here’s the backstory. “This is the...
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The ‘woke moment’ that fostered the executive audit
For one young pro, the realization that PR research has personal ramifications as well as guiding future campaigns sparked a key insight. Now Cision’s chief insights officer, he recounts the tale....
View Article‘The new, now’: How Accenture altered its mindset to overhaul its comms
Transformation often means expanding boundaries past what is comfortable. One global communications pro explains how change led to new and long-term success. At Accenture, transformation is a...
View ArticleHow leading with values helped Medtronic respond to Hurricane Maria
When the mega-storm struck Puerto Rico, its devastation went far beyond the island’s citizenry, disrupting a supply chain to health care facilities worldwide. The company mission was a beacon. Puerto...
View ArticleFormulating a comprehensive stand on thermal coal and oil sands
The specialty insurer Axis, seeking to publicize its stepped-up efforts on climate-risk mitigation, started its campaign internally and touched all the bases on its way to a coordinated rollout. I...
View ArticleHow we aligned CSR with our unique selling proposition
Peppercomm’s founder and CEO explains how its benevolence dovetails with its raison d’être. The surprising cohesive element: stand-up comedy. I’m surprised that so many corporate social responsibility...
View ArticleAdding storytelling to technology in developing ‘Innovation Relations’
An agency keen on creativity cultivated this practice dedicated to building reputations for innovation leaders. Here are the steps in its evolution. As a passionate public relations professional, I am...
View Article4 lessons from a mismanaged crisis response
The former CCO for General Electric recounts how he got it wrong when faced with a media relations disaster in 2011. Here’s how you can avoid a similar fate. This column is called “How We Did It,” but...
View ArticleHow a PR Pro changed the measurement landscape
A revelation about the importance of proving the value of PR led the author to create several businesses—and eventually reshape the way the industry approached metrics and analytics. When I was trying...
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How to measure the efficacy of your channels
Orangefiery’s Mike Kuczkowski shares how his team worked with a client to quantify the success of various communications channels for messages to employees. In 2007, one of my clients came to us with a...
View ArticleHow to move from communications firefighting to futuring
Stagwell’s Ray Day reflects on his time in the auto industry during the Great Recession of 2008 and how that experience taught him to make bold moves in the face of adversity. It was Thanksgiving...
View ArticleEnabling purpose-driven culture during the COVID-19 pandemic
Here’s how Astellas U.S. responded to the demands of a global pandemic and ensured that employees were able to give back to their communities. As a global pharmaceutical company headquartered in Tokyo,...
View ArticleHow a data-driven storytelling can take you around the world
A measurement pro shares the tory of his campaign for the Maldives’ tourism sector, a project made possible by emotive storytelling backed by data analysis. “We should go to the Maldives together.”...
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How storytelling builds trusted relationships
Margery Kraus, founder and CEO for APCO Worldwide, shares how telling her personal story of leadership inspired by motherhood opened new doors—and offered “authentic vulnerability.” How do you create a...
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