PR Campaigns

Public relations as a marketing channel

PR Campaigns

ARF Ogilvy Awards, Silver, Health & personal care, 2015

This case study describes a Father's Day campaign in the US by Dove Men+Care, the personal care brand, which celebrated modern day dads and caring moments.

ARF Ogilvy Awards, Gold, Retail & ecommerce, 2015

This case study explains how Joe Boxer, the men's underwear brand exclusive to Kmart, built excitement about receiving its product as a Christmas gift in the US.

ARF Ogilvy Awards, Silver, Government & nonprofit, 2015

This case study explains how the Canadian Cancer Society overcame a decline in donations by asking people to face their fears to change the conversation about cancer in Canada.

Helge Thorbjørnsen, Paul Ketelaar, Jonathan van 't Riet and Micael Dahlén, Journal of Advertising Research, Vol. 55, No. 1, 2015
Future-framed marketing is highly effective in generating positive product-related word of mouth (WOM) for new products. This was demonstrated in two studies: Study 1 reported a novel online field experiment on WOM behavior; Study 2 tested the proposed WOM effects in a more controlled laboratory setting on a representative sample.

Professor Harlan E. Spotts, Marc G. Weinberger and Michelle F. Weinberger, Admap, March 2015

This article explains research into the impact of PR on corporate reputation, and how this feeds into sales, and recommends that brands pay more attention to PR.

Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2015

This case study demonstrates how WestJet, the Canadian airline, used a holiday real-time experience to gain media attention and grow revenue.

Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Selections Chartier, a wine company based in the Canadian province of Quebec, used a 'perfect meal' message to promote its product.

Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2015

This case study reveals how Volkswagen exceeded pre-sales objectives by generating visibility for the launch of its 7th-generation Golf and Golf GTI into the Canadian market.

Institute of Communication Agencies, Grand Prix, Canadian Advertising Success Stories, 2015

This case study demonstrates how Molson Canadian, the beer brand, used a patriotic campaign to reverse a five year downward trend and grow share.



Reach a Wider Audience

Best practices for digital media use in public relations


How to use PR effectively

A practical how-to guide for marketers


High Tech PR Firms

An overview from Gale on the emerging digital PR industry


Bavaria: DutchDress

Using ambush marketing to get media attention