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Public relations

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Case Study

AXE promoted its new male deodorant AXE Black Night in Russia, by both maintaining its loyal young clientele and expanding its market share to a more mature audience.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Case Study

Investment firm State Street Global Advisors sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Article

Social media crises are an increasingly common issue and can be managed by dividing the response into four key stages.

News

LONDON: Marmite, the brand people either love or hate, opted for a PR-led approach with its latest campaign, based around the idea that consumers may be genetically predisposed in their taste preferences for the spread.

Case Study

The RICU in The Home Office has established and developed an innovative thought leadership programme to drive adoption of secure online behaviours by the public and microbusinesses in the UK.

Case Study

Royal Mail, the UK postal service and courier company, drove a reappraisal of its brand, capturing data and sales in the process, by creating a collector’s edition set of 10 David Bowie stamps.

Article

Through a genetic study uncovering the science behind love or hate for its product, UK brand Marmite launched a PR-heavy campaign that once again played on its "You either love it or hate it" message in a fresh way.

Article

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

News

SINGAPORE: Changing demographics and behaviours influenced by digital technologies are reshaping PR practices in Southeast Asia, where, anecdotal evidence suggests, PR practices can be markedly different from those in western countries.

Case Study

HP Lubricants, an Indian motor lubricants brand, built its brand reputation by improving road safety with innovative road technology.

Case Study

Healthcare brand Fortis used a multichannel campaign featuring disabled war veterans to increase organ donations in India.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

Sovereign, a health insurer in New Zealand, made an online film to show New Zealanders what their real health age looks like.

Case Study

Garde-Manger Pour Tous (GMPT), a community organisation dedicated to providing school meals in Montreal, Canada, raised awareness through a one day installation and a poster campaign.

Case Study

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

Case Study

Archer, a home goods company for men, disrupted the crowded sports category in the US by creating 'The Biggest Sports Endorsement Deal of all Time' with a small budget.

Case Study

SAP, a European multinational software corporation, launched the Business Beyond Bias campaign globally in 2016, to show that diversity and inclusion are imperative in business.

Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

Case Study

This case study explores how 'Mein Kampf - Against Racism', a book recreated to change the message of Hitler's book 'Mein Kampf', launched a national campaign in Germany.

News

NEW ORLEANS: United Airlines, the air carrier, is seeking to develop industry-leading policies and customer experiences in order to strengthen its brand following a recent crisis which saw a passenger being dragged from an overbooked flight.

Article

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

News

NEW YORK: A majority of marketers intend to increase spending on public relations both internally and externally over the next five years, as the discipline takes a more important role within the marketing mix, a new report shows.

News

NEW YORK: The US appears to be losing its appeal as a tourist destination, as a combination of political events and security concerns deter overseas visitors and threaten to hurt a $1.8 trillion industry.

News

CHICAGO: After video footage of a United Airlines passenger being forcibly removed from an overbooked flight was posted online, the actions of the airline's chief executive officer in backing his staff and describing the passenger as "disruptive ...