importance of case study in public relations

• Research Guides
• Sources by Subject

Public Relations

Find case studies.

• Get Started
• Get Background Info
• Find Company & Industry Info
• Find Demographics & Audience Analysis
• Find News Coverage
• Find Scholarly Sources
• Find Professional Organizations
• Write & Cite Help

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.

• << Previous: Get Background Info
• Next: Find Company & Industry Info >>
• Last Updated: Apr 16, 2024 4:25 PM
• URL: https://guides.temple.edu/public_relations

Temple University

University libraries.

See all library locations

• Library Directory
• Locations and Directions
• Frequently Called Numbers

Need help? Email us at [email protected]

What you need to know to write a client case study that counts

by John McCartney | Jun 22, 2023 | Public Relations

In public relations and marketing, client case studies are a powerful tool. They’re a critical way for PR agencies and brands to demonstrate their value in a specific way that readers can grasp.

Case studies are crucial in PR agencies’ efforts to showcase their expertise, build trust, educate clients and industry professionals, differentiate from competitors, inspire creativity, and foster internal learning and development. They are powerful tools for demonstrating the value and impact of PR activities and driving business growth.

I’ve spoken about the importance of storytelling in PR; at the most basic level, a case study is an extension of this idea. It’s a narrative, albeit one with a unique structure, format, and intended purpose. 

In this article, I’ll provide my perspective on effective case study structure, essential elements to include, and the many doors an excellent case study can open for your agency or brand. 

The structure

First, there’s no surer way to lose your audience than to make your case study too long. Your goal should be to hit on all the critical information in as few words as possible. A case study should fit onto a single PowerPoint slide. If you find yours extending to three or four slides or beyond, it’s time to get more compact.

While there is some room for variation, a case study should generally follow a three-part framework:

• Challenge : This section outlines the client’s difficulties or obstacles, setting the stage for the rest of the narrative. It also provides context and helps the reader understand why a PR campaign was necessary for the goal the client aimed to carry out. It should include some brief background on the client and explore internal and external factors contributing to the problem they sought to solve.
• Strategy : The Strategy section is the meat of the case study, providing you the space to outline the specific approaches and tactics you’ve taken to address the challenge you described in the previous section. It should accomplish two overarching goals: showcasing the thought process behind your PR campaign and demonstrating your agency’s expertise. It’s crucial to touch on the campaign’s key message and specific media relations strategies you used, including thought leadership and industry engagement. Finally, the Strategy section should briefly outline the plan for measuring the success of your campaign, setting the stage for the last area of your case study.
• Results : To cap off your case study on a concrete note, the Results section should highlight the outcomes of your campaign. If possible, it should include quantifiable metrics that paint a picture of your campaign’s reach and impact on your case study subject—for example, growth in web traffic, social media engagement numbers, or sales figures. It should also delve into earned media coverage and include details such as the number of media mentions, the reach and circulation of the publications or outlets, and the overall visibility generated.

Remember that only some cases study will follow this structure down to the letter. You may use different terminology or break one of these sections into subsections. But your case study should hit on these three components in one way or another. Like many stories that benefit from a three-act structure, case studies draw their power from following this three-part framework.

The essential elements

With our three-part framework in mind, we have the template for our case study to tell a powerful story. But this is only the beginning. For our case study to pop, we need to include a few key elements.

• Quantitative data : Hard numbers are a must-have for any case study if you can access them. With statistics and data points such as a sales uptick, growth in traffic, or a boost in online engagement, you can provide evidence of success and verifiably show the impact of your PR efforts. Quantitative data also allows for comparisons, benchmarking, and informed decision-making. It enables you to evaluate ROI and identify areas for improvement. When communicating with potential new clients, numbers act as a common language, making conveying the value and significance of your PR work easier. If you don’t have any quantitative data for your case study, include plenty of qualitative data (for instance, excerpts from media coverage or social listening analysis.)
• Creative ideas : Hard data on your PR campaign’s execution is vital, but your case study should touch on ideation, too. The Strategy section is a perfect place to do so. What creative ideas did your team create to help your client achieve their goals? How does that creativity set you apart from other agencies? Potential clients will be very interested in the answers to these questions. Providing a window into a cutting-edge campaign goes a long way toward building trust.
• Client touchpoints : Your case study should amplify the client-focused nature of your PR work and reinforce your ability to deliver exceptional results. Calling out client communications throughout your campaign is a great way to do that. By explicitly mentioning meetings, consultations, and communications, you emphasize your PR services’ personalized attention and collaborative nature. You also add credibility by illustrating hands-on involvement and a willingness to adopt tailored strategies employed throughout the engagement.
• Client testimonials : At Jmac, we’ve touched on the importance of using testimonials in your marketing strategy, and that goes for case studies, too. No matter how well you articulate the positive impact of your PR services, there’s no substitute for a firsthand account. Testimonials offer insights into the client’s experience, showcasing the direct effects of your expertise, professionalism, and results. They also humanize your PR work, allowing potential clients to relate to actual people from whom you’ve benefited. Even a one-sentence quote can make a strong case for the value of your services.

The benefits

A robust case study is a powerful tool to showcase your company’s narrative and mission. You can effectively communicate your brand story and the values that drive your organization by highlighting the strategic thinking, creative ideas, and impactful results achieved through your PR campaigns. Case studies also help attract new clients by showcasing your past work and demonstrating your value. Prospective clients can see tangible evidence of your expertise, success stories, and your positive impact on previous clients. Finally, PR case studies are crucial in pitching campaigns for PR awards. They provide needed evidence to support your entries, increasing your chances of recognition and industry accolades. 

As you create your next case study, remember all the elements we’ve discussed here, but remember that there’s no one-size-fits-all approach to PR services. Finding a method that works for you and reflects what makes your services unique is critical. But once you master the art of the case study, however it may look for you, you’ll be well on your way to new clients and new horizons for your business.

RECENT ARTICLES

• New research affirms deep concerns about the impact of AI-generated deepfakes during the election year—and the red flags to watch for

Misinformation is an enormous problem in a world saturated with all varieties of “content” on a daily basis, and now in the AI age, the issue has gone next-level with the rise of deepfakes—and with the election year hitting full speed, the potential damage is a huge...

• Avoiding thought leadership tryptophan: 3 strategies for storytelling success

When the audience has an attention span shorter than a goldfish, what you say better act like a triple espresso, not Thanksgiving turkey. Thought leadership too often reads like word salad and plays it safe. Everyone talks about delivering value or innovation, and...

• Navigating the shift to health-centric food branding in PR strategies

The march towards health-centric eating habits has upended traditional food branding, injecting new vitality into public relations strategies. Brands find themselves at a crossroads where mere taste and convenience no longer reign supreme.  Brands like Home Chef,...

THIS MONTH'S WEBINAR

Your privacy & cookies.

Public Relations

• Evaluating Information
• Psychographics, Demographics, & Public Opinion
• Case Studies
• News Sources
• Scholarly Sources
• Images & Copyright
• Cite Sources
• Research Process :: How-To This link opens in a new window

What is a case study?

The case study is a descriptive, qualitative research  method that analyzes in great detail a person, an organization, or an event. Case studies are found in most applied areas, such as business, law, and marketing, and offer insight into practices and tactics. The case study's major advantage is the detail and analysis it provides of a specific person, organization, or event. Its major disadvantage is that it cannot be generalized to situations other than the one that was studied.                     Encyclopedia of Public Relations

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

Databases to Find Case Studies & Industry Info

• WARC This link opens in a new window Warc provides intelligence solutions for students, faculty and staff in marketing, advertising and mass communications. more... less... Warc includes over 6,000 global case studies, and articles, opinion pieces and conference reports. It also contains comprehensive historic and forecast advertising expenditure data together with global media cost data.
• Business Source Complete This link opens in a new window Provides access to full-text, peer-reviewed business publications, as well as indexing and abstracts for many scholarly business journals. more... less... Business Source Complete (BSC) is the world's most comprehensive scholarly business database that provides full-text access to almost 4,000 business and scholarly journals, plus indexing and abstracts for the most important scholarly business journals dating back as far as 1886. Select journals included in this database are: Harvard Business Review, California Management Review, MIT Sloan Management Review, and Administrative Science Quarterly. Additional full-text content includes financial data, books, monographs, major reference works, book digests, conference proceedings, case studies, investment research reports, industry reports, market research reports, country reports, company profiles, SWOT analyses, faculty seminars (videos), and more. BSC is an important resource for researchers interested in all disciplines of business, including marketing, management, MIS, POM, accounting, finance, and economics. Updated monthly.
• IBISWorld This link opens in a new window IBISWorld provides access to detailed industry reports for over 700 plus United States industries. Each report includes industry structure, market characteristics, product and customer segments, cost structure, industry conditions, major players, market share, supply chain structure, and 5-year revenue forecasts.

Online Resources

• Case Studies in Strategic Communication Dedicated to the study of strategic communication through the case study form. Case studies illustrate the strategies, tactics, and execution of communication campaigns through in-depth coverage of a single situation. CSSC is a peer-reviewed publication housed at the University of Southern California’s Annenberg School for Communication & Journalism.
• Institute for Public Relations Research Letter The Institute for Public Relations is dedicated to the science beneath the art of public relations™. We focus on research that matters to the practice, providing timely insights and applied intelligence that professionals can put to immediate use.
• Arthur W. Page Society Includes case studies written by students for the Case Study Competition. Scroll to the bottom to load case studies from past competition winners.
• PR Council -- Case Studies The Council is dedicated to strengthening the recognition and role of public relations firms in corporate strategy, business performance and social education; to serve as an authoritative source of information and expert comment and to help set standards for the industry.

Related Guide

• Company & Industry by Janet Burka Last Updated Apr 16, 2024 1590 views this year

Video Tutorials

Introduction to the warc database.

Note: the home page design has been updated since this video was made. In order to navigate to the Case Finder, click the three lines in the top right corner of the page, open the Case Studies+, and then Case Finder will appear.

• << Previous: Psychographics, Demographics, & Public Opinion
• Next: News Sources >>
• Last Updated: Apr 19, 2024 12:43 PM
• URL: https://libguides.uta.edu/pr

University of Texas Arlington Libraries 702 Planetarium Place · Arlington, TX 76019 · 817-272-3000

• Internet Privacy
• Accessibility
• Problems with a guide? Contact Us.

• Franklin University |
• Help & Support |
• Locations & Maps |

• | Research Guides

To access Safari eBooks,

• Select not listed in the Select Your Institution drop down menu.
• Enter your Franklin email address and click Go
• click "Already a user? Click here" link
• Enter your Franklin email and the password you used to create your Safari account.

Continue Close

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

Recent Articles

Influencers, public relation case studies - dive deeper on your pr research.

Whether you call it an art or a science, public relations is a craft that requires skill, knowledge, and determination. To do well in this field, you need to use both emotion and logic. It can be both hard work and a lot of fun. Do you want to know public relations case studies?

Advantages Of Public Relations

Disadvantages of public relations, why use case studies, find public relations case studies, people also ask.

Most multinational companies have a public relations department that tries to keep an eye on how customers feel and what they think of the company. Public relations (PR) are all the different things a company does to improve and protect the public's view of the company, its products, and its policies.

.vaecwt-y51p0m{color:inherit;font-size:inherit;-webkit-text-decoration:none;text-decoration:none;text-decoration-thickness:1px;}.vaecwt-y51p0m:hover{-webkit-text-decoration:underline;text-decoration:underline;}.vaecwt-y51p0m:hover::after{content:" #";opacity:0.6;-webkit-text-decoration:none;text-decoration:none;} What Is Public Relations?

What is Public Relations?

In simple terms, public relations is the strategic management of how information about an organization gets out to the public. This is done to keep the organization and its brands in good standing with the public. This process is all about –

• What information should be released
• How it should be drafted
• How it should be released
• What media should be used to release the information (usually earned or free media is used for the same)
• The public is more likely to believe something that comes from a third party they trust than something that is advertised.
• A good public relations plan can get a lot of news outlets interested, which lets the content reach a lot of people. Also, this medium can help the company make use of some natural touchpoints that would be hard to use in any other way.
• Compared to paid advertising, public relations is a cheaper way to reach a large number of people.
• Public relations help the company share more information with the public than other forms of communication.
• There is no direct control over the content that is shared through earned media, unlike paid media. This is the biggest chance you take when you spend money on public relations.
• It's really hard to measure and figure out how well a PR campaign worked.
• Since the brand doesn't pay for it, a press release won't always be published. The news outlet only puts it out if it thinks its target audience will be interested.

Case studies can be found in the fields of public relations, business , law, and marketing. They show how practices and strategies are used in those fields. They show how much work was done for a certain client in order to improve their image and reputation.

Case studies can be either qualitative or quantitative, and they often have parts of both. When you should use a case study and why:

• You need to know what problems or chances a certain client or organization had.
• You need descriptions of the solutions offered to clients, organizations, stakeholders, or target audiences.
• You need proof that using the service has led to measurable results (e.g. engagement, poll results, or revenue increases)

Keep in mind that case studies are often written with potential clients in mind, so the agent or agency is usually shown in a good light.

Public Relations Case Studies

.vaecwt-w2jms5{padding-left:0.1px;color:undefined;} PR News

PR News, which is a trade magazine, has a lot of case studies. Try searching for "case study" with the quotes.

PR Newswire

This daily newswire often talks about case studies. Try searching for "case study" with the quotes. On their main website, you can also look through recent white papers and case studies.

Public Relations Review

This peer-reviewed, scholarly journal has in-depth case studies. Try searching for "case study" with the quotes.

Arthur W. Page Society

Includes original case studies written by students in an accredited business , communication, or journalism school who are working toward a degree that focuses on corporate communications and the practice of public relations.

PRSA Case Studies

On the PRSA website, there is a database of Silver Anvil case studies that can be searched. To see the full case studies, you need information about your PRSA account.

Business Source Complete

Each issue of Harvard Business Review usually has a case study. This book has articles from that magazine. There are, of course, a lot of other publications that this database covers. Use "Case studies" as a subject keyword along with terms or company names you are interested in.

What Are The Three Basic PR?

During this process, it's important to keep in mind that your PR outreach should have three main parts: traditional, syndicated, and owned . When you know how each of these three strategies works and how to use them, you can use them more effectively to spread your message.

How Do You Write A Case Study For Public Relations?

Both qualitative and quantitative methods, and sometimes a combination of the two, can be used in case studies. Case studies in public relations:

• Learn how to diagnose a customer's issue.
• Specify the company's response.
• Provide evidence that employing the service has yielded observable benefits.

What Are Examples Of PR Events?

For example, when a brand is about to release a new product, they send out press releases and post them on social media to let people know what to expect on the day of the launch. When done right, public relations campaigns can not only get results, but they can also create a buzz that affects what people buy.

Public relations (PR) are all the different things a company does to improve and protect the public's view of the company, its products, and its policies. So, the goal is to control what people think about the organization. If you want to learn more about public relations, you can look at the case studies on the websites we told you about.

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

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 )

Cite this article

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

156 Accesses

8 Citations

Explore all metrics

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.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price includes VAT (Russian Federation)

Instant access to the full article PDF.

Rent this article via DeepDyve

Institutional subscriptions

Similar content being viewed by others

Corporate Social Responsibility (CSR) Implementation: A Review and a Research Agenda Towards an Integrative Framework

Ethical Issues in Research: Perceptions of Researchers, Research Ethics Board Members and Research Ethics Experts

Public health system challenges in the Free State, South Africa: a situation appraisal to inform health system strengthening

Alzoie, Emmanuel C. 2004. Public relations exigencies in a developing democracy: A case study of Nigeria’s fourth republic. In Toward the common good: Perspectives in international public relations , ed. Tilson Don James and Alozie C. Emmanuel, 239–254. Boston, MA: Pearson.

Google Scholar  

Amoakohene, Margaret. 2015. In search of an education and professionalism nexus in public relations practice in Ghana. In Communication Theory and Practice in Ghana: A Critical Appraisal , ed. Kwasi Ansu-Kyeremeh, Audrey Gadzekpo, and Margaret Amoakohene, 85–100. Accra.: University of Ghana Readers, University of Ghana.

Bank of Ghana (BoG). 2018. State of the banking system in Ghana. https://www.bog.gov.gh/privatecontent/Public_Notices/State%20of%20the%20Banking%20System.pdf. .

Bank of Ghana. 2019. 2019 Annual report . https://www.bog.gov.gh/news/bank-of-ghana-2019-annual-report/ .

Beurer-Zullig, Bettina, Christian Fieseler, and Miriam Meckel. 2009. Typologies of communicators in Europe. Corporate Communication: An International Journal 14 (2): 158–175.

Article   Google Scholar  

Berger, Bruce K. 2013. Power, as a function and structures. In Encyclopedia of public relations , 2nd ed., ed. Robert Heath, 668–670. London: Sage.

Blankson, Isaac A. 2009. Public relations in sub-Saharan Africa. In Global public relations: Spanning borders, spanning cultures , ed. A.R. Freitag, R. Alan, and Ashli Q. Stokes, 178–205. New York: Routledge.

Bowen, Shannon A., Brad Rawlins, and Thomas R. Martin. 2019. An overview of the public relations functions , 2nd ed. New York: Business Expert Press.

Broom, Glen M. 1982. A comparison of sex roles in public relations. Public Relations Review 8 (3): 17–22.

Broom, Glen, and David Dozier. 1986. Advancement for public relations role models. Public Relations Review 12 (1): 37–56.

Broom, Glen M., and D. Smith-George. 1979. Testing the practitioner’s impact on clients. Public Relations Review 5 (3): 47–59.

Carroll, Craig E. 2013. Corporate reputation and the multi-disciplinary field of communication. In The handbook of communication and corporate reputation , ed. Craig E. Carroll, 1–10. Chichester: Wiley.

Chapter   Google Scholar  

Coombs, Timothy, and Robert L. Heath. 2006. Today’s public relations . Thousand Oaks, CA: Sage.

Creedon, Pamela J. 1991. Public relations and “women’s work”: Toward a feminist analysis of public relations roles. In Public relations research annual , ed. James E. Grunig and Lariss A. Grunig, 37–56. Hillsdale, NJ: Lawrence Erlbaum Associates.

Culbertson, Huge M., and Ni Chen (eds.). 1996. International public relations. A comparative analysis . Mahwah, NJ: Lawrence Erlbaum.

Dornyo, Philip, and Eunica A. Adiku. 2015. Public relations practice in Ghanaian Tertiary Institutions: A study of Islamic University College and Valley View University. International Journal of ICT and Management 3 (2): 35–40.

Dozier, David. 1984. Program evaluation of roles of practitioners. Public Relations Review 10 (2): 13–21.

Dozier, David M. 1992. The organizational roles of communications and public relations practitioners. In Excellence in public relations and communication management , ed. James E. Grunig, 327–355. NJ, Lawrence Erlbaum Associates: Hillsdale.

Dozier, David M., and Glen M. Broom. 1995. Evolution of the manager role in public relations practice. Journal of Public Relations Research 7 (1): 3–26.

Dozier, David, and Glen Broom. 2006. The centrality of practitioner roles to public relations theory. In Public relations theory II , ed. Carl Botan and Vincent Mahwah Hazleton, 137–170. Mahwah, NJ: Lawrence Erlbaum.

Fieseler, Christian, Christoph Lutz, and Miriam Meckel. 2015. An inquiry into the transformation of the PR roles concept. Corporate Communication: An International Journal 20 (1): 1–21.

Grunig, James (ed.). 1992. Excellence in Public Relations and Communication Management . Hillsdale, N.J: Lawrence Erlbaum.

Grunig, James E., and Larissa A. Grunig. 2011. Characteristics of excellent communication. In The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership , ed. Tamara L. Gillis, 3–14. New York: Wiley.

Grunig, Larissa A., James E. Grunig, and David M. Dozier. 2002. Excellent public relations and effective organisations—A study of communication management in three countries . Mahwah, NJ: Lawrence Erlbaum Associates.

Gyan, Margaret. 1991. A profile of public relations practice in Ghana . Legon: University of Ghana. Unpublished Master's thesis.

Hazlett, Kirk. 2013. Social media and public relations: Eight new practices for the PR professional. Journal of Consumer Marketing 30 (1): 88–89.

Heath, Robert, and Timothy Coombs. 2006. Today's public relations: An introduction . Thousand Oaks: Sage.

Book   Google Scholar  

Hogg, Gillian, and Denis Doolan. 1999. Playing the part: Practitioner roles in public relations. European Journal of marketing. 33 (5/6): 597–611.

Holmström, Susanne. 1996. An intersubjective and a social systemic public relations paradigm. Dissertation. University of Roskilde, Denmark

Institute for Fiscal Studies, Ghana. 2018. Ghana’s financial and insurance sectors in crisis. https://ifsghana.org/ghanas-financial-and-insurance-sector-is-in-crisis/.2018 .

Johansson, Bengt, and Larsake Larsson. 2015. The complexity of public relations work: PR managers in the public and private sector in Sweden. Nordicom Review 36 (1): 125–139.

Le Roux, Tanya. 2010. Contribution of South African corporate communication practitioners to organisational performance. Doctoral Thesis. North-West University, Potchefstroom.

Leichty, Greg, and Jeff Springston. 1996. Elaborating public relations roles. Journalism & Mass Communication Quarterly 73 (2): 467–477.

Litchman, Marilyn. 2013. Qualitative research in education , 3rd ed. Thousand Oaks: Sage.

Meintjes, Helene. 2011. The perceived and potential role of a public relations/corporate communication practitioner in central banks of the common monetary area. Master’s dissertation. Cape Peninsular University of Technology.

Mersham, Gary, Chris Skinner, and Ronel Rensburg. 2011. Approaches to African communication management and public relations: A case for theory-building on the continent. Journal of Public Affairs 11 (4): 195–207.

Moss, Danny, and Rob Green. 2001. Re-examining the manager’s role in public relations: What management and public relations research teaches us. Journal of Communication Management 6 (2): 118–132.

Moss, Dan, Gary Warnaby, and Andrew J. Newman. 2000. Public relations practitioner role enactment at the senior management level within UK companies. Journal of Public Relations Research 12 (4): 277–307.

Moss, Danny, Andrew Newman, and Barbara DeSanto. 2005. What do communication managers do? Defining and refining the core elements of management in a public relations/corporate communication context. Journalism & Mass Communication Quarterly 82 (4): 873–890. https://doi.org/10.1177/107769900508200408 .

Nabukeera, Yudaya. 2006. An analysis of the roles of public relations practitioners in Kampala, Uganda . Master’s Dissertation. Nelson Mandela Metropolitan University, South Africa.

Narteh, Bedman, Divine W. Akwensivie, and Kingsley Agyapong. 2013. Public relations practices: A study of selected private universities in Ghana. Globus 2: 156–169.

Neill, Marlene S., and Mia Moody. 2015. Who is responsible for what? Examining strategic roles in social media management. Public Relations Review 41 (1): 109–118.

Neill, Marlene S., and Nicole Lee. 2016. Roles in social media: how the practice of public relations is evolving. PR Journal 10 (2): 1–25.

Patton, Michael Q. 2015. Qualitivative research & evaluation method , 4th ed. London: Sage.

Petersen, B.K., D.R. Holtzhausen, and N.T.J. Tindall. 2002. Marching in lockstep: Public relations roles in the new South Africa. Paper presented at the Public relations Division of the Association for Education in Journalism and Mass Communications (AEJMC) Annual Convention.

Price Waterhouse and Coopers. 2014. Ghana banking survey: The future of banking in Ghana. . ..what’s next? https://www.pwc.com/gh/en/assets/pdf/gh-bankingsurvey-2014.pdf .

Schutt, Russel K. 2019. Investigating the social world: The process and practice of research , 9th ed. Thousand Oaks, CA: Sage.

Seitel, Fraser P. 2017. The practice of public relations , 13th ed. Boston: Pearson Education.

Singh, Raveena, and Rosaleen Smyth. 2000. Australian public relations: Status at the turn of the21st century. Public Relations Review 26 (7): 387–401.

Smith, Ronald D. 2017. Strategic planning for public relations , 5th ed. New York, NY: Routledge.

Spicer, Christopher. 2013. Organizational public relations: A political perspective . New York: Routledge.

Sriramesh, K. 2008. Globalisation and public relations. In Public relations research European and international perspectives and innovations , 409–425, ed. by Ansgar Zerfass, Betteke Van Ruler, and Krishnamurthy Sriramesh. Weisbaden: Springer Fachmedien Wiesbaden.

Sriramesh, Krishnamurthy, and Dejan Vercic. 2002. International public relations: a framework for future research. Journal of Communication Management 6 (2): 103–117.

Sriramesh, Krishnaumurthy, Yungwook Kim, and Mioko Takasaki. 1999. Public relations in three Asian cultures: An analysis. Journal of Public Relations Research 11 (4): 271–292.

Sriramesh, K., Y. Rhee, and M. Sung. 2013. Aligning public relations with the demands of globalization: Conceptual foundations for a theory of global public relations. In Communication management: Current trends and emerging topics , ed. Krishnamurthy Sriramesh, Ansgar Zerfass, and Jeong-Nam. Kim, 108–125. New York, NY: Routledge.

Stacks, Don E., and Shannon A. Bowen. 2013. Dictionary of public relations measurement and research . 3rd ed. http://www.instituteforpr.org/dictionary-publicrelations-measurement-research-third-edition .

Steyn, Benita. 2000. CEO expectations in terms of PR roles. Communicare 19 (1): 20–43.

Steyn, Benita. 2007. Contribution of public relations to organisational strategy formulation. In The future of excellence in public relations and communication management: challenges for the next generation , 137–172, ed. by Toth Elizabeth L. Lawrence Erlbaum Associates: Mahwah, NJ.

Steyn, Benita. 2009. The strategic role of public relations is strategic reflection: A south African research stream. American Behavioural Scientists 53 (4): 516–532.

Steyn, Benita, Mateboho Green, and Anske Grobler. 2001. Strategic management roles of the corporate communication function. Paper presented to the 8th International Public Relations Research Symposium Politics of communication and communication of politics: Cross-cultural theory building in the practice of public relations and political marketing.

Steyn, Benita, and Gustav Puth. 2000. Corporate communication strategy, 187–188 . Sandown: Heinemann.

Steyn, Benita, and Everett Tery. 2009. Two managerial public relations roles in the South African context: Finding of stage 3 of an international comparative study. Communicare 28 (1): 103–125.

Steyn, Benita A. 2003. A. Conceptualisation and empirical verification of the “strategist,” (redefined) “manager” and “technician” roles of public relations. Paper presented at the 10th International Public Relations Research Symposium, Lake Bled, Slovenia.

Thompson, Esi E. 2018. Public relations education in an emerging democracy: The case of Ghana. Journal of Communication Management 22 (4): 476–489.

Toth, Elizabeth L. 2001. How feminist theory advanced the practice of public relations. In Handbook of public relations , ed. Robert L. Heath, 237–246. Thousand Oaks: Sage.

Toth, Elizabeth L., and Larissa A. Grunig. 1993. The missing story of women in public relations. Journal of Public Relations Research 5 (3): 153–175.

Toth, Elizabeth L., Shirley A. Serini, Donald K. Wright, and Arthur G. Emig. 1998. Trends in public relations roles: 1990–1995. Public Relations Review 24 (2): 145–163.

Tubre, Travis C., and Judith M. Collins. 2000. Jackson and Schuler (1985) revisited: A meta-analysis of the relationships between role ambiguity, role conflict, and job performance. Journal of Management 26 (1): 155–169. https://doi.org/10.1177/014920630002600104 .

Van Heerden, Gene, and Ronel Rensburg. 2005. Public relations roles empirically verified among public relations practitioners in Africa. Communicare 24 (1): 69–88.

Van Ruler, Betteke, and Dejan Verčič. 2002. The Bled manifesto on public relations . Ljubljana: Pristop Communications. http://prbooks.pbworks.com/f/Bled+Manifesto.pdf .

Verčič, Dejan, Larissa A. Grunig, and James E. Grunig. 1996. Global and specific principles of public relations: Evidence from Slovenia. In International public relations: A comparative analysis , ed. Huge Culbertson and Ni. Chen, 31–65. Mahwah, NJ: Lawrence Erlbaum Associates.

Vieira Jr., Edward T., and Susan Grantham. 2014. Defining public relations roles in the U.S.A. using cluster analysis. Public elations review . 40 (1): 60–68.

Watson, David R., and Lynne M. Sallot. 2001. Public relations practice in Japan: An exploratory study. Public Relations Review 27 (4): 389–403.

Wilcox, Dennis L., Glen T. Cameron, and Bryan H. Reber. 2015. Public relations: strategies and tactics , 11th ed. Harlow: Pearson.

Wilcox, Dennis L., Glen T. Cameron, Bryan H. Reber, and Jae-Hwa Shin. 2014. Think public relations , 2nd ed. Harlow: Pearson.

Wright, Donald K. 1995. The role of corporate public relations executives in the future of employee communications. Public Relations Review 21 (3): 181–198.

Wu, Ming-Yi, and Kwame Baah-Boakye. 2008. Public Relations in Ghana: professionalism and impacts on Globalisation. Paper presented at the annual meeting of the NCA 94th Annual convention, TBA, Chicago, IL. http://citation.allacademic.com/meta/p256370_index.html . sLast modified 2008.

Wu, Ming-Yi, and K. Baah-Boakye. 2009. Public relations in Ghana, work-related cultural values and public relations model. Public Relations Review 35 (1): 83–85.

Download references

Author information

Authors and affiliations.

Ghana Institute of Journalism, 32nd Gamel Abdul Nasser Rd. Osu, P.O. Box GP 667, Accra, Ghana

Albert A. Anani-Bossman

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Albert A. Anani-Bossman .

Ethics declarations

Conflict of interest.

The author states that there is no conflict of interest.

Additional information

Publisher's note.

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

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

Download citation

Published : 15 April 2021

Issue Date : May 2022

DOI : https://doi.org/10.1057/s41299-021-00114-8

Share this article

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Practitioners roles
• Public relations
• Role research
• Manager role
• Financial services sector
• Communication
• Find a journal
• Publish with us
• Track your research

• Help & FAQ

Social media for public relations: Lessons from four effective cases

• NUQ Journalism Program

Research output : Contribution to journal › Article › peer-review

This paper employs the collective case studies approach in an examination of four award-winning public relations campaigns conducted across a variety of social media platforms in order to determine the best practices of, and near term trends, in the effective use of social media for public relations. In their examination of these campaigns the authors discern the following trends in best practices: social media campaigns employ digital storytelling techniques that are both immersive and emotive, and that promote various forms of content sharing these stories involve members of the target audience in at least one form of open-ended offline engagement that involves sharing behaviors; the content is optimized for mobile displays and controls; and, finally, the content is timely. The authors conclude that, although marketers think of social media in terms of brand awareness and reputation management, the effective use of social media in Public Relations campaigns can generate conversion, facilitate brand positioning, and maintain continued brand sustenance. The authors conclude that the effective use of social media is disrupting the PR campaign cycle: the role of campaign events to generate publicity in service to a PR campaign may, in the future, be displaced by social media campaign tactics which belong to an entirely different ecosystem where the act of sharing social media content generates publicity in lieu of a campaign event.

• Awarded-campaigns
• Digital-storytelling
• Effectiveness
• Public relations
• Social media

ASJC Scopus subject areas

• Communication
• Organizational Behavior and Human Resource Management

Access to Document

• 10.1016/j.pubrev.2015.12.001

Other files and links

• Link to publication in Scopus
• Link to the citations in Scopus

Fingerprint

• Social Media Computer Science 100%
• Public Relations Computer Science 100%
• Campaign Social Sciences 100%
• public relations INIS 100%
• Brand Economics, Econometrics and Finance 100%
• Best Practice Computer Science 40%
• Social Medium Campaign Computer Science 40%
• Event Computer Science 40%

T1 - Social media for public relations

T2 - Lessons from four effective cases

AU - Allagui, Ilhem

AU - Breslow, Harris

N1 - Publisher Copyright: © 2015 Elsevier Inc.

PY - 2016/3/1

Y1 - 2016/3/1

N2 - This paper employs the collective case studies approach in an examination of four award-winning public relations campaigns conducted across a variety of social media platforms in order to determine the best practices of, and near term trends, in the effective use of social media for public relations. In their examination of these campaigns the authors discern the following trends in best practices: social media campaigns employ digital storytelling techniques that are both immersive and emotive, and that promote various forms of content sharing these stories involve members of the target audience in at least one form of open-ended offline engagement that involves sharing behaviors; the content is optimized for mobile displays and controls; and, finally, the content is timely. The authors conclude that, although marketers think of social media in terms of brand awareness and reputation management, the effective use of social media in Public Relations campaigns can generate conversion, facilitate brand positioning, and maintain continued brand sustenance. The authors conclude that the effective use of social media is disrupting the PR campaign cycle: the role of campaign events to generate publicity in service to a PR campaign may, in the future, be displaced by social media campaign tactics which belong to an entirely different ecosystem where the act of sharing social media content generates publicity in lieu of a campaign event.

AB - This paper employs the collective case studies approach in an examination of four award-winning public relations campaigns conducted across a variety of social media platforms in order to determine the best practices of, and near term trends, in the effective use of social media for public relations. In their examination of these campaigns the authors discern the following trends in best practices: social media campaigns employ digital storytelling techniques that are both immersive and emotive, and that promote various forms of content sharing these stories involve members of the target audience in at least one form of open-ended offline engagement that involves sharing behaviors; the content is optimized for mobile displays and controls; and, finally, the content is timely. The authors conclude that, although marketers think of social media in terms of brand awareness and reputation management, the effective use of social media in Public Relations campaigns can generate conversion, facilitate brand positioning, and maintain continued brand sustenance. The authors conclude that the effective use of social media is disrupting the PR campaign cycle: the role of campaign events to generate publicity in service to a PR campaign may, in the future, be displaced by social media campaign tactics which belong to an entirely different ecosystem where the act of sharing social media content generates publicity in lieu of a campaign event.

KW - Awarded-campaigns

KW - Case study

KW - Digital-storytelling

KW - Effectiveness

KW - Public relations

KW - Social media

UR - http://www.scopus.com/inward/record.url?scp=84958118478&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84958118478&partnerID=8YFLogxK

U2 - 10.1016/j.pubrev.2015.12.001

DO - 10.1016/j.pubrev.2015.12.001

M3 - Article

AN - SCOPUS:84958118478

SN - 0363-8111

JO - Public Relations Review

JF - Public Relations Review

This site uses cookies to improve your experience. By viewing our content, you are accepting the use of cookies. To help us insure we adhere to various privacy regulations, please select your country/region of residence. If you do not select a country we will assume you are from the United States. View our privacy policy and terms of use.

• Advertising
• Content Marketing
• Crisis Management

Tips For Killer PR Case Studies

ImPRessions - Crenshaw Communications

APRIL 15, 2021

Every PR person knows that strong customer case studies are powerful additions to the B2B PR toolkit. A great case study can actually help move prospects down the sales funnel to the point where they’re ready to buy. Anatomy of a successful customer case study . They also work well for sales and marketing.

[Case Study] Messaging & Media Relations for an Award-Winning IPO – Livongo

MARCH 11, 2020

Download this case study to learn how Livongo: . The post [ Case Study ] Messaging & Media Relations for an Award-Winning IPO – Livongo appeared first on Onclusive. Developed a narrative that landed high-impact stories and boosted influential coverage. Complete Form To Learn More.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Trending Sources

Public Relations Case Study

PR for Anyone

MAY 5, 2020

In this week’s episode, Christina Daves talks about a public relations case study during COVID-19. Part One of ‘Public Relations Case Study ’ Christina has gained billions of views from free publicity and over a hundred million in sales. She had eight hundred seventy-three million total views in one year alone.

[Case Study] Airbnb + 23andMe: Achieving Success with the Heritage Travel Campaign

JANUARY 14, 2020

Download this case study to learn how Airbnb and 23andMe used Onclusive to help them: Develop, own and use the “Heritage Travel” theme as a joint platform to drive consumer engagement. The post [ Case Study ] Airbnb + 23andMe: Achieving Success with the Heritage Travel Campaign appeared first on Onclusive.

Adapting to the Future: The Evolving Role of Crisis Management Firms in a Rapidly Changing World

Advertisement

Through interviews with industry experts and case studies , we uncover the key strategies and tactics that are driving success in this dynamic field. As the Internet continues to grow and change, the role of Online Crisis Management firms is evolving.

Benefits of Social Listening for PR Agencies (with Case Studies)

JANUARY 31, 2024

If you’re a PR agency struggling to get a seat at the table and prove the effectiveness of […] The post Benefits of Social Listening for PR Agencies (with Case Studies ) appeared first on Prowly Blog.

REWIND Case Study: Teletubbies

Konnect Agency

MARCH 13, 2024

THE RESULTS: 300M Media Impressions 200+ Media Placements Produced over 300 social posts (developed by Konnect) Over 400 attendees at the LA launch event 100s of social posts from influencer, media, and attendees at launch event The post REWIND Case Study : Teletubbies appeared first on Konnect Agency.

What you need to know to write a client case study that counts

Agility PR Solutions

JUNE 21, 2023

In public relations and marketing, client case studies are a powerful tool. They’re a critical way for PR agencies and brands to demonstrate their value in a specific way that readers can grasp.

[Case Study] How Proteus Builds Brand with Earned Media

OCTOBER 21, 2019

In this case study , learn how Proteus builds awareness and understanding using earned media amplification. The post [ Case Study ] How Proteus Builds Brand with Earned Media appeared first on Onclusive. Complete Form To Learn More.

How SaaS companies are using case studies to drive results [benchmarks]

Sword and the Script

AUGUST 8, 2023

SaaS companies have an average of 38 active cases studies that are between 500-1,000 words in both HTML and PDF format; here’s how they incentives customers, sales and customer success to solicit new case studies Case studies are a pillar of B2B marketing, particularly in technology circles like software-as-a-service (SaaS).

REWIND Case Study: Lenny & Larry’s

MARCH 20, 2024

Up Challenge 2022 The post REWIND Case Study : Lenny & Larry’s appeared first on Konnect Agency. During the event, camera crews followed each team through the entire course, spanning nearly three miles, capturing footage and cheering on the group. Lenny & Larry’s BOSS!

Marketing & PR for Fitness Professionals: Case study

NOVEMBER 17, 2020

The post Marketing & PR for Fitness Professionals: Case study appeared first on Prowly Magazine. When in fact, all it requires is that you learn some helpful PR techniques and methods that you can easily […].

How 23andMe Uses PR Attribution™ to Drive Business Outcomes – Case Study

SEPTEMBER 3, 2019

The post How 23andMe Uses PR Attribution™ to Drive Business Outcomes – Case Study appeared first on Onclusive. COMPLETE FORM TO LEARN MORE.

Leveraging BuzzStream for Effective Digital PR – Reboot Online Case Study

JANUARY 15, 2024

In this case study , we explore how BuzzStream has helped the team of 70+ digital PR specialists working at Reboot Online earn more than 30,000 pieces of organic coverage for our clients. The post Leveraging BuzzStream for Effective Digital PR – Reboot Online Case Study appeared first on BuzzStream.

How to do competitive analysis on social media: case study

AUGUST 10, 2021

We break social media competitor analysis into 5 simple steps by comparing Apple Music, Spotify, and Google Play Music in an exciting social listening case study .

Creating a PR Campaign Case Study

Ronn Torossian

SEPTEMBER 26, 2017

When you create a PR campaign case study , you need to know some things in advance to make it work as it should. The post Creating a PR Campaign Case Study appeared first on 5WPR CEO Ronn Torossian Founder's Blog. So let’s start with the basics. So let’s start with the basics. Yes, that “why” is important.

What’s the difference between a case study and a testimonial?

FEBRUARY 6, 2020

“A satisfied customer is the best business strategy of all…” Michael LeBoeuf “Show me ROI, or it’s not a case study .” I had been given some content, what the client insisted was a case study , but it did not include information […]. appeared first on Agility PR Solutions.

The Anatomy of a Great Case Study

Contently - Strategy

At Ogilvy, I was a member of the four-person case study writing committee. We won Most Effective Agency Office in New York relying on the tried and true case study framework: objective, strategy, results. Quantifiable objectives headlined every case study we wrote. Get permission first. Don’t do this!

Case Study: Bauer

JUNE 2, 2020

CASE STUDY . The post Case Study : Bauer appeared first on Newswhip. How Bauer Media uses NewsWhip to unify content strategy across all of their brands. Ali Wilkinson, Digital Content Manager. —. Company Size. 1,000+ employees. ” . —. Raidious: building a PR newswoom. Hearst: Speed in content discovery.

Crisis case study: How to turn an employee lawsuit into a brand disaster

AUGUST 15, 2021

The post Crisis case study : How to turn an employee lawsuit into a brand disaster appeared first on Agility PR Solutions. Before the scheduled walkout, the employees shared a statement of intent, which announced the walkout and criticized the company itself for the response to the […].

Case Study Turbine Labs

CASE STUDY . The post Case Study Turbine Labs appeared first on Newswhip. How Turbine Labs uses NewsWhip to understand what the news is prior to it becoming an event. Leigh Fatzinger, CEO and Founder. —. Marketing and Advertising. Company Size. 25-50 employees. Raidious: building a PR newswoom.

COVID case study: Heinz presents a pitch-perfect quarantine plan

MAY 18, 2020

The post COVID case study : Heinz presents a pitch-perfect quarantine plan appeared first on Agility PR Solutions. With its creation of a 570-piece puzzle colored entirely in “ketchup red,” Heinz has done exactly that. The publicity stunt is the perfect gag for consumer audiences […].

Get Famous Friday: Branding Case Study

OCTOBER 25, 2019

This week I want to give you a case study . Hi everybody. It’s Christina Daves with this week’s Get Famous Friday PR Tip. I like to incorporate these into the tips so that you can get creative and see how you could do something similar. You know, these are real-world examples of my clients who […].

Media Monitoring Case Study: How US Media Covered Depp vs. Heard Defamation Trial In 2022

JUNE 15, 2022

The post Media Monitoring Case Study : How US Media Covered Depp vs. Heard Defamation Trial In 2022 appeared first on Prowly Magazine.

5 Tech Brand Case Studies That Will Inspire You

JANUARY 24, 2022

Here is an inside look at five influential tech success stories from our flipbook of 47 Content Marketing Case Studies That’ll Inspire You to encourage your brand to make meaningful changes in the new year. . The post 5 Tech Brand Case Studies That Will Inspire You appeared first on Contently.

Lessons from Managing a Cybersecurity Incident: A Case Study with Naren Aryal of Mascot Books

Melissa Agnes

AUGUST 8, 2019

The post Lessons from Managing a Cybersecurity Incident: A Case Study with Naren Aryal of Mascot Books appeared first on Melissa Agnes - Crisis Management Keynote Speaker. Finally, a huge ‘thank you’ to Naren Aryal for taking the time to share this story with the hopes of it resonating with and helping others.

PR Case Study: The Facebook Like Button

Doctor Spin

FEBRUARY 21, 2023

link] This post was originally published on PR Case Study : The Facebook Like Button ">Doctor Spin | The PR blog. For questions or PR support, contact me via [email protected]. ANNOTATIONS [ + ] ANNOTATIONS 1 Facebook like button. 2023, February 3). In Wikipedia.

PR Newswire case study - Nosy Crow

JUNE 12, 2020

We help independent children’s publishing company, Nosy Crow distribute the news of their coronavirus book for children.

Beware the crisis case study—why it’s not a good firm evaluation tool

OCTOBER 14, 2019

Then you’ve probably seen some pretty compelling case studies —big name brands, major wins and encouraging outcomes. Case studies are a legitimate marketing tool for communication agencies for lots of reasons but they have no place in demonstrating crisis management […]. All bright, shiny and safe.

The importance of case studies

The Stalwart Blog

SEPTEMBER 23, 2016

One of the greatest resources our company’s website offers prospective clients that truly showcases our experience is our case studies . Some have argued that case studies are often more effective than brochures and traditional sales collateral. Here is a recent case study created on client Higgs Fletcher & Mack.

Is PR stress damaging your mental health? 3 case studies

OCTOBER 22, 2019

3 case studies appeared first on Agility PR Solutions. There are more than enough pressures in life and in work—having to put on a brave face, feeling like you have to change the way you act around your coworkers, or making sacrifices between work and family commitments are just some of them. Being a […].

Video case study: How Niche uses Muck Rack as their all-in-one PR solution

JANUARY 14, 2022

Video case study : How Niche uses Muck Rack as their all-in-one PR solution

Case Study: Linking Strategies for Page Authority Growth Featuring Inseev x Truliant FCU

JULY 7, 2021

This happened to be the case for Truliant. As you read through this case study , you’ll see the unique circumstances and outcomes that make a page authority growth approach the right fit for a given website. These same pages could be your revenue-driving pages where you’ll benefit most from organic growth. The Strategy.

The best influencer marketing case study you’ll never hear about

Communications Conversations

APRIL 2, 2019

You’ve read influencer marketing case studies . But believe me when I tell you, you’ve never seen an influencer marketing case study like the one I’m about to share with you (unless, of course, you’re a loyal listener of the Power Trip Morning Show on KFAN, in which case you’ll know everything by now).

Folgers case study sums up what big ad agencies always get wrong about social

FEBRUARY 11, 2022

Thomas, we discussed a case study . The post Folgers case study sums up what big ad agencies always get wrong about social first appeared on Arik Hanson. Last week in class where I teach as an adjunct at the University of St. As an industry, we need to do better. Our clients deserve it.

A Case Study for a Case Study

HMA Public Relations

JANUARY 4, 2018

A case study is a great way to present your agency in a positive light. The post A Case Study for a Case Study appeared first on HMA Public Relations. But how can you best provide this information without overwhelming and oversharing? Click below for more].

Use Case Studies to Boost Your Marketing

David PR Group

AUGUST 14, 2019

Today, I want to suggest beefing up your use of case studies in your marketing. Here’s why: A case study offers a glimpse into how your company operates and shows a prospective customer what you do, what the results can be and how you treat your clients. As a reader, you are always attracted to a hook in a case study .

How a Global Non-Profit Uses Soundbite Analysis to Drive Success

SEPTEMBER 29, 2021

Read this case study to learn how IFAW is using NEO to identify and leverage winning soundbites that resonate with their audience and move the needle on their campaigns.

Video: Two 2021 Podcast Marketing PR Case Studies Show How to Get Results

wiredPRworks

MAY 11, 2021

In this five-minute Podcast Marketing PR Case Studies video, Barbara Rozgonyi shows you how she used the power of WIRED PR in 4D to promote an event, a topic, and a speaker. Power Up Your Podcast Marketing with WIRED PR Energy,” the case study Barbara will share, is based on results from her Podfest Global PR in February.

[Case Study] Lucidworks’ Clear Choice: Onclusive for PR Analytics

NOVEMBER 25, 2019

Download this case study to learn why they selected Onclusive as their PR analytics solution. The post [ Case Study ] Lucidworks’ Clear Choice: Onclusive for PR Analytics appeared first on Onclusive. Lucidworks needed a trustworthy analytics to quantify the value of PR and justify further investment.

How businesses use Instagram Stories—30 case studies to learn from

AUGUST 21, 2018

The post How businesses use Instagram Stories—30 case studies to learn from appeared first on Agility PR Solutions. On average, users under 25 spend around 32 minutes a day on Instagram, while those in older age groups spend more than 24 minutes per day.

Here Comms Santa Claus: Cision's most festive case study is here!

DECEMBER 18, 2019

What to do when you're a jolly old elf, but your public sentiment isn't so jolly? Tap Cision, and save Christmas.

Civic branding case study—PR’s role in the growth of municipalities

JULY 4, 2018

The post Civic branding case study —PR’s role in the growth of municipalities appeared first on Agility PR Solutions. Today, municipalities across the U.S. are practicing many of PR’s same promotional and image-building strategies to position their cities and towns and garner top-of-mind awareness.

Stay Connected

Join 59,000+ Insiders by signing up for our newsletter

• Participate in Public Relations Today
• Add a Source
• Add a Resource
• 2022 Public Relations Today MVP Awards
• Thu. Apr 25
• Wed. Apr 24
• Tue. Apr 23
• Mon. Apr 22
• Apr 13 - Apr 19
• Media Relations
• Social Media
• More Topics 

Input your email to sign up, or if you already have an account, log in here!

Enter your email address to reset your password. a temporary password will be e‑mailed to you., be in the know on.

Public Relations Today

Expert insights. Personalized for you.

We organize all of the trending information in your field so you don't have to. Join 59,000+ users and stay up to date on the latest articles your peers are reading.

Get the good stuff

Subscribe to the following Public Relations Today newsletters:

You must accept the Privacy Policy and Terms & Conditions to proceed.

You know about us, now we want to get to know you!

Check your mail, we've sent an email to . please verify that you have received the email..

We have resent the email to

Let's personalize your content

Use social media to find articles.

We can use your profile and the content you share to understand your interests and provide content that is just for you.

Turn this off at any time. Your social media activity always remains private.

Let's get even more personalized

Choose topics that interest you., so, what do you do.

Are you sure you want to cancel your subscriptions?

Cancel my subscriptions

Don't cancel my subscriptions

Changing Country?

Accept terms & conditions.

It looks like you are changing your country/region of residence. In order to receive our emails, you must expressly agree. You can unsubscribe at any time by clicking the unsubscribe link at the bottom of our emails.

You appear to have previously removed your acceptance of the Terms & Conditions.

We noticed that you changed your country/region of residence; congratulations! In order to make this change, you must accept the Aggregage Terms and Conditions and Privacy Policy. Once you've accepted, then you will be able to choose which emails to receive from each site .

You must choose one option

Please choose which emails to receive from each site .

• Update All Sites
• Update Each Site

Please verify your previous choices for all sites

Sites have been updated - click Submit All Changes below to save your changes.

We recognize your account from another site in our network , please click 'Send Email' below to continue with verifying your account and setting a password.

You must accept the Privacy Policy and Terms & Conditions to proceed.

This is not me

• Technical Support
• Find My Rep

You are here

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 .

For assistance with your order: Please email us at [email protected] or connect with your SAGE representative.

SAGE 2455 Teller Road Thousand Oaks, CA 91320 www.sagepub.com

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

Select a purchasing option, related products.

This title is also available on SAGE Knowledge , the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial .

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.

Simplify Education

With lms integration.

Single Sign-on   |   Rostering   |   Grade Book Syncing​  |  Deep Linking

Related Courses

PR Principles

Current. prove. practical..

Crisis Communication

Anticipate. navigate. mitigate..

Strategic Communication Essentials

A systems approach, request free instructor access.

A Stukent course consultant will verify you are an instructor and send you an email to set up your account.

Take a Look at the Bundle

Have your course consultant show you around the Public Relations Case Studies courseware and resources.

Fill Out the Order Form

When you’re ready to start using the courseware, a course consultant will help you fill out an order form.

Help educators help students help the world

Stukent keeps academia current.

Student, Marshall University

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.

Free Resource

Future-proof your students with the communication ai resource which includes valuable skills students gain from ai, prompts for class discussion, in-class activities, industry tools, and stukent resources, 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.

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

Public relations

• Business management
• Corporate communications
• Crisis communication
• Internal communication

Moderna v. Pfizer: What the Patent Infringement Suit Means for Biotech

• Scott Berinato
• September 16, 2022

Bad Reviews Can Boost Sales. Here's Why

• Jonah Berger
• From the March 2012 Issue

What Companies Still Get Wrong About Layoffs

• Sandra J. Sucher
• Marilyn Morgan Westner
• December 08, 2022

Crime and Management: An Interview with New York City Police Commissioner Lee P. Brown

• Alan M. Webber
• From the May–June 1991 Issue

Case of the Environmental Impasse

• Alissa J. Stern

When an Employee or Spokesperson Criticizes Your Company

• Kara Alaimo
• March 16, 2017

Case of the Willful Whistle-Blower

• Sally Seymour
• From the January 1988 Issue

There Are Better Ways to Pitch Your Book

• Stephen Brown
• October 12, 2010

Your Corporate Purpose Will Ring Hollow If the Company's Actions Don't Back It Up

• Graham Kenny
• August 29, 2018

Authenticity, Openness, and Competitive Advantage

• Bill Taylor
• September 25, 2007

Reputation and Its Risks

• Robert G. Eccles
• Scott C. Newquist
• Roland Schatz
• From the February 2007 Issue

The Success of Your M&A Deal Hinges on How You Announce It

• Mark L. Sirower
• Jeff M. Weirens
• April 27, 2022

Why Your Company Needs a News Room

• John J. Sviokla
• John Sviokla
• April 17, 2008

Should You Sell That Product? (HBR Case Study and Commentary)

• Gregory Fairchild
• John Morayniss
• Michelle Rice
• From the January–February 2015 Issue

Customers' Revenge (HBR Case Study)

• December 01, 2007

The New Tools of Trade

• Regina M. Abrami
• Leonard Bierman
• From the May 2005 Issue

The Hyatt Housekeeper Outrage: Is Business the New Enemy?

• Paul Michelman
• September 29, 2009

Whatever Happened to Corporate Stewardship?

• Rick Wartzman
• August 29, 2014

Why the Spirit Airlines Baggage Fee Won’t Fly

• April 07, 2010

The Trust Crisis

• Shalene Gupta
• July 16, 2019

How Companies Should Weigh In on a Controversy

• David M. Bersoff
• Peter Tufano
• From the March–April 2024 Issue

Corporate Crises — and Reputational Recovery — Have Changed

• December 12, 2023

When Should Your Company Weigh In on Hot-Button Issues?

• Sally Susman
• April 03, 2023

Case Study: Does Facial Recognition Tech Enhance Security?

• Mary C. Gentile
• David Danks
• Maralee Harrell
• From the November–December 2022 Issue

Does Facial Recognition Tech Enhance Security? (Commentary for HBR Case Study)

• Joseph Steinberg
• Cedric L. Alexander
• November 01, 2022

Does Facial Recognition Tech Enhance Security? (HBR Case Study)

Don’t Let Your Calendar Dictate Your DEI Initiatives

• Nani Vishwanath
• June 20, 2022

3 Ways Marketers Can Earn — and Keep — Customer Trust

• Christine Alemany
• June 03, 2022

Research: Why CEOs Shouldn’t Take All the Credit

• Nandini Rajagopalan
• Sun Hyun Park
• Sung Hun (Brian) Chung
• May 31, 2022

What To Do When the Devil Wears [Your Brand]

• Nico Neumann
• Catherine Tucker
• May 25, 2022

What Is the Purpose of Your Purpose?

• Jonathan Knowles
• B. Tom Hunsaker
• Hannah Grove
• Alison James
• From the March–April 2022 Issue

Making Purpose Real

• Ranjay Gulati
• Nick Dalton
• Patrick Hull
• William R. Kerr
• Darrell K. Rigby
• Steve Berez
• March 01, 2022

How Companies Can Address Their Historical Transgressions

• Sarah Federman
• From the January–February 2022 Issue

Corporate Political Spending Is Bad Business

• Dorothy S. Lund
• Leo E Strine

Sports and Social Justice

• Ramsey Khabbaz
• From the January–February 2021 Issue

When Your Brand Is Racist (HBR Case Study)

• Joseph C. Miller
• Michael A. Stanko
• Mariam D. Diallo
• November 01, 2020

When Your Brand Is Racist (HBR Case Study and Commentary)

• Geoff Edwards
• From the November–December 2020 Issue

Haidilao Catering: From a Hot Pot to Crisis Management

• Chengli Shu
• Shaoting Zheng
• December 21, 2018

Kidder, Peabody & Co.: Creating Elusive Profits

• Robert Simons
• Antonio Davila
• December 02, 1996

The Armstrong Investigation

• Eugene Kintgen
• David A. Moss
• January 02, 2008

Introducing ... The XFL!

• Susan Fournier
• Stephen A. Greyser
• Seth M. Schulman
• July 15, 2002

The Toshiba Accounting Scandal: How Corporate Governance Failed

• Mitsuru Misawa
• September 19, 2016
• Anita Elberse
• Alexandre de Pfyffer
• July 28, 2016

Dow Corning and the Breast Implant Controversy (A)

• Willis M. Emmons
• Greg Keller
• Monica Brand
• November 14, 1994

Gregory Shine Daycare

• Matthew Thomson
• Anthea Rowe
• February 24, 2012

Southwest Airlines (A)

• Christopher H. Lovelock
• December 01, 1974

Gotham Giants

• William S. Krasker
• November 30, 1981

The "Most Hated CEO" in America

• Michael D. Jones
• September 01, 2017

bp and Corporate Greenwash

• Michael Sider
• September 28, 2009

NASCAR and the Confederate Flag (B)

• R. Edward Freeman
• December 12, 2021

Toyota Recalls (C): Bumpy Road Ahead

• John A. Quelch
• Carin-Isabel Knoop
• Ryan Johnson
• October 19, 2010

Toyota Recalls (B): Mr. Toyoda Goes to Washington

Ksl communications - negotiating a service contract to launch an international streaming service in a new market.

• June 27, 2023

Exxon Corp.: Trouble at Valdez

• Kenneth E. Goodpaster
• Anne K. Delehunt
• October 02, 1989

Integrated Centre for Consultancy Private Limited: Public Relations in India

• Rajeev Kumra
• July 21, 2022

Medtronic: Patient Management Initiative (A)

• Regina E. Herzlinger
• Mark P. Allyn
• July 26, 2001

Amanda and Kristen: Mented Cosmetics

• Steven Rogers
• Jeffrey J. Bussgang
• Alterrell Mills
• July 21, 2020

Popular Topics

Partner center.

Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

1 Case Study: HatsForHope

#HatsForHope toques

Luckily, Argyle was up to the challenge and found an innovative solution. As they describe on their website, the firm took inspiration from the ALS Ice Bucket Challenge . The key to success was the collaborative approach which leveraged a symbol that was already recognizable and present in the brain tumour community, the toque. Using the symbol of the hat as a key communication piece for the campaign, Argyle developed the #HatsForHope initiative. This expanded into an official Canadian awareness day after the team connected with supporters in the House of Commons. They then engaged influential Canadian celebrities to join the campaign by sharing images of themselves with #HatsForHope toques.

The impact of the campaign was impressive. Argyle reports that between Oct 1st to Oct 31st there were 1,888,000 impressions through Facebook, Instagram, and Twitter. In addition, there were 3,666 website page visits (with 2,373 unique visitors) and the initiative received coverage from numerous media outlets for a total of 29 media stories. Perhaps most importantly, October 24th was declared Brain Cancer Awareness Day in Canada, thus ensuring much needed long-term attention on this important program.

This case study introduces us to just some of the important work that public relations practitioners do as they connect important messages with audiences in meaningful, strategic and lasting ways.

Foundations of Public Relations: Canadian Edition Copyright © by Department of Communication Studies is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Share This Book

Academic Resources

• Academic Calendar
• Academic Catalog
• Academic Success
• BlueM@il (Email)
• Campus Connect
• DePaul Central
• Desire2Learn (D2L)

Campus Resources

• Campus Security
• Campus Maps

University Resources

• Technology Help Desk

Information For

• Alumni & Friends
• Current Students
• Faculty & Staff
• Ask an Expert
• Blue Demon Spotlight
• Chicagoland teens write about love
• Anne Saw advocates for mental health
• DePaul University ranks #11 among Peace Corps top universities
• How to celebrate Chinese New Year like a pro
• From the president: Celebrate DePaul’s fifth Blue Demon Week
• june-fourteenth
• Diversity groups celebrate 2018 graduates
• University to celebrate Special Olympics
• DePaul honors the Rev John T Richardson
• SNL annual awards celebrate excellence and achievement
• Alumni found love on campus created childrens book
• Meet the class of 2018
• TEDxDePaulUniversity 2018 videos available
• Faculty staff and students train for CQP
• African and Black Diaspora Program elevated to a department
• College of Law faculty and staff honored
• DePaul among first to offer critical ethnic studies graduate program
• Ending street homelessness around the world
• University announces student speakers for 2018 commencement
• Students play with reality in new virtual and augmented design lab
• Chicago Connections
• DePaul in the News
• In Case You Missed It
• Signed by the Author
• Strategic Directions
• Apply Online
• Request Info
• Visit Campus

DePaul University Newsline > Sections > Campus and Community > Public relations students earn 2nd place in global Page Case Study Competition

Public relations students earn 2nd place in global Page Case Study Competition

By Paige Gilberg / April 22, 2024 / Posted in: CAMPUS AND COMMUNITY / Twitter / Facebook