Amazon’s proposed headquarters in NY was supposed to be a done deal. Opposition to the project has risen, putting communications in the center of the battle and making it prime viewing for PR watchers.
Case Studies


A Law Firm’s Recruiting Videos Show Lawyers Are People Too
November 1st, 2018 by Seth ArensteinHow compelling can a recruiting video for a law firm be? The answer is plenty when the videos are intended to be as different from conventional recruiting pitches as possible. The results are cinematic and visits to the law firm’s site are up 500%.

How an Association on a Tight Budget Used Video to Inform the Public of Its Existence
September 1st, 2018 by Seth ArensteinPlenty of brands use video to disseminate their messages and raise awareness. But how do you do this when the primary parts of your message are almost invisible to the public? That was one of the issues facing the Canadian Society for Medical Laboratory Science, which represents lab professionals.

How Klein Tools Used Videos to Calm Flare-Ups About Global Manufacturing
March 27th, 2018 by Greg PaleseSince 1857, Klein Tools has manufactured its product in the US. Recently, though, it’s expanded globally and begun producing tools overseas. Some of its US-based customers voiced their displeasure on social media about the company’s move to foreign manufacturing. Here’s a case study of how Klein Tools used videos to respond.

How McDonald’s Uses a Former Superhero to Raise Awareness and Sales of Its Dollar Menu
February 13th, 2018 by Seth ArensteinWe often examine PR campaigns once they’re over as subjects for case studies. This time we take a slightly different route, looking at how a McDonald’s constructs a campaign whose goal is to attract the Hispanic market to its new Dollar Menu.

How a Residential Apartment Brand Stood Out in a Sea of Sameness as It Extended Its Footprint
December 5th, 2017 by Kristen GucwaRichman Signature Properties became the new luxury division of The Richman Group , the nation’s 7th largest residential apartment owner. The Richman Group had been known only for developing affordable housing. Here’s how it ramped up its tactics and strategy to become a known entity in the highly saturated luxury apartment market.

PR Lessons From the NFL, Facebook and Weinstein
October 19th, 2017 by Seth ArensteinThe machinations on Capitol Hill and in the White House have provided a plethora of PR lessons. Yet there also is plenty to feast on beyond the Beltway. As examples we look at PR lessons from the NFL’s National Anthem case, the Weinstein scandal and Facebook’s about-face on Russian advertising and the 2016 presidential election.

How Conservation International Used Virtual Reality to Overcome Obstacles
October 17th, 2017 by Maureen MccartyHow can a modest nonprofit make audience members aware of conservation issues in a far-off part of the world? Mixing technology and PR tactics helped Conservation International (CI) achieve its goals. This case study explains how CI did it and the lessons it learned.

Case Study: How a Cat Litter Used Emotion to Change Its Underdog Brand Status
October 10th, 2017 by Jean BrodersLearn from a case study how a cat litter brand took on larger brands and forged an emotional tie with customers to gain awareness and social traction.

PR Alchemy: Promoting a Project When Basic Details Are Unavailable
October 3rd, 2017 by Erin O’Connor and Hollie GeitnerA PR firm was primed to publicize the launch of an HGTV series about Pittsburgh-based home renovator Kris Bennett. Trouble was details about the date, time and content of the show were kept secret until just weeks before the premiere episode. This case study examines how the PR team handled this perplexing issue.