strategic communication case study

About the Journal

Case Studies in Strategic Communication (CSSC) is 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 online publication housed at the University of Texas / Texas Digital Library .

Case studies have long been central to the study of strategic communication, but these cases have been scattered across textbooks and websites, are quickly outdated, are not fully representative of the many facets of strategic communication, and lack a common format useful for teachers and scholars. Through the ongoing publication of strategic communication case studies online, CSSC aims to develop a living resource of diverse case materials for teachers, scholars, and practitioners.

As technological convergence and industry trends demand the integration of several branches of strategic communication in everyday practice, it is necessary to consider the approach to strategic communication holistically. Thus, CSSC welcomes case studies dealing with any number of the following disciplines: public relations, marketing, advertising, integrated marketing communication, social media campaigns, crisis communication, special events planning, development and fundraising, internal or employee communication, investor relations, community relations, media relations, online community management, publicity, and more.

There is no limit to topical coverage, and CSSC hopes to develop a resource that touches on as many industries, tactics, geographic regions, and diverse populations as possible. CSSC seeks case studies concerning all sectors, too: private companies (large and small), publicly-traded corporations, non-profit organizations (large and small), political campaigns, government agencies (local and national), and educational institutions.

In addition to success stories, CSSC also seeks case studies that explore failures, shortcomings, missed opportunities, and crises. Stories of failure are not often told in case study collections, but they sometimes yield the best lessons.

Daren Brabham launched CSSC in 2011 at the University of North Carolina School of Journalism & Mass Communication, began publishing case studies in 2012, and moved to USC Annenberg in 2013. In 2022, the journal is now published through the University of Texas at Austin/Texas Digital Library via the Stan Richards School of Advertising & Public Relations .  

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The Case for Communications

In this multi-part series, presented in partnership with  The Communications Network , leaders from an array of foundations and nonprofits will share case studies showcasing strategic communications efforts that delivered impact, drove change, and advanced their missions. 

Each article will focus on a particular idea or issue the organization wished to move forward, and outline how it used strategic communications to create a change in attitudes, awareness, or policy. The articles will also share important lessons—such as what worked (or didn’t), and why.

The series will focus on the impact of communications, and provide compelling examples and evidence of smart, effective communications efforts for leaders in the communications field and across the social sector. #case4comm 

Advocating an End to the Death Penalty

By Annmarie Benedict & Eric Brown

The Atlantic Philanthropies and its network of partners are using advocacy and communications to end capital punishment in the United States once and for all.

Funding Research for Advocacy

By Courtney Cuff & Bobby Clark 1

How a commitment to effective messaging research helped reframe the debate around freedom to marry and win greater support.

Catching the Wave

By Chad Nelsen & Nancy Eiring 1

How a powerful communications strategy helped the Surfrider Foundation and a coalition of other organizations mobilize a local grassroots effort and save a rare natural resource.

A Chorus for Wildlife

By Carter Roberts & Steve Ertel

How World Wildlife Fund helped organize a global clarion call to stop wildlife crime.

The Power of Simple

By Lisa Benenson 1

How the Natural Resources Defense Council effectively unearthed and reframed compelling research to raise public awareness and effect policy change around food waste.

A Map to Effective Communications

By Sandra Hernández & Steven Birenbaum 1

How the California Heath Care Foundation sparked statewide change by “showing” rather than “telling” its data, making use of existing partnerships, and funding what works.

Dismantling “Don’t Ask, Don’t Tell”

By Sean Gibbons & Aaron Belkin

How the Palm Center used long-term, strategic communications to break down a widely held belief and overturn a discriminatory Pentagon policy.

Communicating Data to Drive Change

By Patrick McCarthy & Lisa Hamilton

How the Annie E. Casey Foundation has leveraged the power of information and communication to drive public investment in children and their families.

The Power of Convening for Social Impact

By Sarah Zak Borgman 4

Bringing people together in an environment that encourages and facilitates idea exchange is one of the most powerful communications strategies for driving change.

By Sean Gibbons 7

How smart, strategic communications can help nonprofits and foundations win.

RELATED CONTENT FROM SSIR

• Making Ideas Move
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• The Chief Engine of Change: Conversation
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• Creating a Communications Culture
• Greater Influence, More Impact
• Communicating Creatively
• Express Yourself

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Strategic Communication

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Harvard Business Publishing has strict licensing terms regarding access and use of its case studies and articles.  Harvard does not sell its cases to libraries.  In addition, the cases cannot be placed on reserve at the library or distributed via interlibrary loan.  To learn more about obtaining materials from Harvard Business Publishing, go to the site for Harvard Business Publishing for Educators (linked below). 

*If you do not want to require your students to purchase commercial cases, such as those from Harvard Business Publishing, consider using one of the free resources linked on this LibGuide.

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Strategic communications case studies

This Strategic Communications Incubator resource page provides in depth overviews and analysis of real world, longer-term strategic communications initiatives looking to achieve sustainable narrative change goals.

Learning from practice has always been at the heart of ICPA’s work throughout our years of supporting civil society coalitions/networks to build key strategic communications capacity and infrastructure to work at the scale needed to deliver narrative and policy change. We have continually sought out leading international practitioners to collect lessons from the real world, set realistic expectations and at the same time, provide inspiration for others to act. In addition, these learnings become a key foundation for our resources and trainings on narrative change and the policy advocacy development processes.

Through these case studies, we are trying to illustrate what it takes to deliver the strategic communications goals of presence, immersion and ultimately power . We have extracted lessons from practice on topics such as strategic communications coalition building; reaching different audiences; embedding new narratives in people’s daily lives, not just the media they consume; and testing, monitoring and evaluating interventions. The case studies reveal examples of “best practice” as well as the challenges of designing and implementing long-term strategic communications initiatives. Importantly, they are not presented as models to be followed, but rather as in-depth practice examples to offer lessons and inspire.

How did we create them?

The case studies are based on desk-based research (analysis of internal and public documents and online information) and interviews with key people involved in strategic planning and implementation. They have been produced by the Resource and Mentoring Hub and are used to train and inspire the next generation of practitioners in the Strategic Communications Incubator.

Case studies:

Winning the narrative space around the muslim ban: lessons on how to achieve "presence" in the public debate.

• Read more about Winning the narrative space around the Muslim Ban: Lessons on how to achieve "presence" in the public debate

Embedding a narrative change strategy into community work: lessons on how "immersion" can shift norms

• Read more about Embedding a narrative change strategy into community work: lessons on how "immersion" can shift norms

Bringing cohesion to life at community level: Lessons on effective narrative immersion

• Read more about Bringing cohesion to life at community level: Lessons on effective narrative immersion

#KommMit pilot narrative change project: A value-based storytelling approach shifts attitudes towards Muslims in Germany

• Read more about #KommMit pilot narrative change project: A value-based storytelling approach shifts attitudes towards Muslims in Germany

Beehive | Strategic Communication

Clients and Case Studies

We are proud to partner with clients who grow and innovate to build better businesses.

Our Client Promise

To be a valuable partner in helping you build a better business..

• Acting in service of your organization’s goals and values.
• Differentiating your business with purpose and clarity.
• Driving action and results through strategy and creativity.
• Partnering with integrity to earn and keep your trust.
• Bringing a growth mindset, positive energy and focus to every interaction.

Client Experience

“Beehive is my go to agency for strategic communications and brand strategy work. They are able to quickly distill the market environment, business objectives, and gaps and bring forth a solid recommendation for the work to be done. All work is extremely collaborative throughout the entire process. Cross-functional team members are always excited to be part of project Beehive is leading.” — Tammy Greer Torbert, Global Marketing Operations Director, 3M

Our Approach

Path to action

Start with business first

What are your business goals? That’s the central question in developing a multichannel communication strategy that helps your organization lead in a changing world.

Look outside, listen inside

We combine marketplace research and internal audits and analyses to better understand what’s happening in the world, your industry and your business.

Identify critical insights

Are we clear on the real opportunity or challenge? Are we solving the right problem? We seek to create clarity and agreement by putting the best interests of your business first.

Drive strategic action

We act with confidence and urgency to create momentum and deliver results. We work together with our clients and partners to build teams that maximize creativity, expertise and diverse points of view.

Create measurable results

We approach every opportunity with a growth mindset — and we measure what matters. We learn and adjust, celebrate wins, and position your team to keep the momentum going.

Case Studies

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Industry Filters:

• Commercial Real Estate & Construction
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Service Filters:

• Brand Positioning
• Change Management Communication
• Crisis Management & Business Continuity
• Digital Strategy & PR
• Impact Strategy & Communication
• Organizational Culture & Communication
• Visual Communication

Case Study [Vesper Energy ]

Vesper Energy: Establishing a Leading, Trusted Brand through Proactive Storytelling

Case Study [Adolfson & Peterson Construction]

Adolfson & Peterson Construction: Raising Brand Awareness Through Thought Leadership

Case Study [Ulteig]

Ulteig: Creating a Framework for Authentic Diversity, Equity and Inclusion Storytelling

Ulteig: Energizing employees around a new purpose, vision, and values

Case Study [North Memorial Health]

North Memorial Health: Reimagining the Role of Multi-channel Storytelling​

Case Study [Salo]

Salo: Driving Meaningful Growth through Thought Leadership

Case Study [GiveMN]

GiveMN: Values in Action: Give to the Max Day 2021

Case Study [Beehive Strategic Communication]

Creating a company culture to attract and retain purpose-driven talent

Case Study [ScaleReady]

ScaleReady: Launching a Revolutionizing Brand

Elevating to a Modern, Digitally Driven Marketing Strategy

Case Study [GEHA]

GEHA: Creating a Transformational Culture

GEHA: Positioning for Transformational Growth

Case Study [Minnesota Medical Association ]

Minnesota Medical Association: Partnering to Practice Good Health

Case Study [PreferredOne]

PreferredOne: Embracing and living company values

Case Study [Bachman's]

Bachman’s: Navigating a Tragedy of Olympic Proportion

Case Study [University of Minnesota Health]

University of Minnesota Health: Navigating Change in a Complex Environment

Case Study [Deluxe Corp.]

Building a Winning Crisis Game Plan

Case Study [Beaumont Health]

Beaumont Health: Moving Together as Beaumont Health

Case Study [Peters Billiards]

Peters Billiards: Driving Retail Traffic and Growth

Deluxe Corp.: Inspiring Community Giving

Case Study [Friends of the Boundary Waters Wilderness]

Friends of the Boundary Waters Wilderness: Taking a Stance on the Environment

Case Study [BATC]

BATC: Rebranding for the Future

Case Study [Murphy Warehouse Company]

Murphy Warehouse Company: Repositioning a Heritage Brand

Case Study [Red Wing Shoes]

Red Wing Shoes: Driving Global Demand

Case Study [Delaware North]

Delaware North: Creating Authentic Experiences

Case Study [JB Hudson Jewelers]

JB Hudson Jewelers: Reinvigorating Legacy Sponsorships

Case Study [Central Pediatrics]

Central Pediatrics: Finding the Sweet Spot in a Competitive Market

Case Study [Rasmussen University]

Rasmussen University: Learning from Crisis

Deluxe Corp.: Driving Brand Transformation from the Inside Out

Case Study [Coloplast]

Coloplast: Engaging Customers and Influencers, Socially

Case Study [Verizon]

Verizon: Introducing the Future of Tech Retail

Case Study [Christopher & Banks]

Christopher & Banks: Attracting an Audience of Amazing Women

Case Study [Servion]

Servion: Create a mark that tells your brand story

Case Study [Collegis Education & Rasmussen College]

Collegis Education & Rasmussen College: Staying Ahead of Sweeping Political, Regulatory and Social Changes

Ready to drive growth? We can help.

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Chapter 3: Strategic Communication Ethics

11 Ethics case study

The issue of ethics is important in the strategic communication profession. Creators of content should heavily rely on a code of ethics when carrying out various tasks. Using ethical reasoning, whether you’re designing a campaign or writing a newspaper article, demonstrates basic understanding of the influence of messages on audiences. Ethical communication also helps an organization avoid dilemmas and compromising situations.

Several cases covered in the press highlight the ramifications of failure to use ethical and honest standards in communication efforts. The case study below demonstrates this.

Case study: Ryan Holiday, media manipulation, and the rise of the Tucker Max brand

Media strategist Ryan Holiday made a career of controlling the media to achieve public relations goals. A few years ago, he became a PR specialist for Tucker Max, a controversial blogger and author who garnered attention for his lewd writing and explicit discussions of his sexual adventures with countless women. Holiday played an essential role in a campaign for Max’s book I Hope They Serve Beer in Hell. Pretending to be someone who hated Max’s writings, Holiday contacted influencers, bloggers, and television stations about the social controversy caused by the brand. Soon Max’s book received widespread attention from national media outlets and writers all over the blogosphere (Ariely & Melamede, 2015).

Filmmakers later created a movie based on the book. Holiday used some of the same tactics to promote the film. He emailed college organizations across the country, again pretending to be someone who was disgusted with the Tucker Max brand. He included photos of fake advertisements that were offensive to women (which Holiday himself had created), and said that the advertisements were used to promote the film (Ariely & Melamede, 2015). He told campus leaders, bloggers, and other influencers to urge people not to see the film.

Holiday was intentionally trying to create protests to generate media coverage and public awareness about the film and the Tucker Max brand in general (Ariely & Melamede, 2015). He used deceptive measures and some aspects of controversy—strong opinions on a topic, social backlash, and a hated public figure—as leverage. And he was very successful: organized groups across the country held protests against the film, furthering the widespread attention on Tucker Max. In this situation, the saying “any press is good press” worked to his advantage.

Cases such as this raise several concerns related to the field of strategic communication. Most important, the Tucker Max situation calls into question the ethics Holiday used to control the media. How far should one go to promote an organization or brand? The perception exists that strategic communication professionals, specifically those in public relations, are expert spin doctors and media manipulators; because of this, the profession’s credibility has been damaged. In order to reclaim the trustworthiness of the field, strategic communication professionals must abide by strong ethics in their decision-making processes.

The majority of strategic communication professionals promote their client or organization in an honest and straightforward manner. One case study that demonstrates this comes from a Columbus-based public relations agency, Geben Communication. In 2014, the agency helped promote a small catering business, Two Caterers. It used a targeted media relations strategy and pitched to several local publications and news stations (Geben Communication, 2016) in order to enhance brand awareness. The pitches contained factual information, and those working on the account did not use manipulative tactics to achieve their goal.

Geben Communication’s promotional effort had positive results. Local publications wrote several articles on Two Caterers, and a television station invited the small business to do a cooking demonstration for a morning segment. Furthermore, Two Caterers received accolades and recognition from small business associations and magazines.

Writing for Strategic Communication Industries Copyright © 2016 by Jasmine Roberts is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License , except where otherwise noted.

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A group of 4 successful surgeons negotiate better contracts: a case study

How can a group of dedicated general surgeons transform their compensation and work conditions in six months? Here’s their story.

The group’s story: facts and dynamics

Four general surgeons, one NP, and one PA for a specific physician have been practicing at a small community hospital with three ancillary facilities in the Northeast for many years. The group and staffing have been dependable, without turnover, for the past three years. Three physicians have many years before retirement and are dedicated to staying in the community. One is planning to retire in three years. They provide a full range of surgical services, including trauma calls and assisting gastroenterology on weekends. They are at maximum work capacity, highly productive, and successful (production = 5.22 90th-percentile physicians). They want to hire a third party to help the team negotiate a new contract versus going alone.

What the group wants

• Increase in pay and benefits, of course.
• Update the structure and contents of the physician agreements with renegotiation targets at 2-3 years instead of 5-6 years.
• Hire a new physician to increase the group to five in anticipation of the upcoming retirement.
• Possible new operating room equipment, including resource and technology updates.
• Will the hospital be open to negotiations with a third party?
• Can the group of surgeons be on the same page?

For any progress to be made, all physicians must agree on terms and what they want. This unity and collaboration benefit the group and the health care community as a whole, fostering a sense of teamwork and shared goals. Fragmentation, back deals, side offers, and similar issues are common in negotiations, posing a significant challenge and potentially breaking groups apart. This facility faces multiple local, regional, and national challenges. These complexities underline the necessity for specialized services for group contract negotiations.

Leveraging third-party expertise in compensation strategy

Thoroughly analyze both sides—what the physicians want and what the hospital can afford to do. Using various data sources, determine the “fair market value” for the group in the particular location. Mediate with the hospital: Most physicians are not prepared for this process, either from a time or knowledge standpoint. The administration viewed the negotiations as a win-win for the hospital, community, and physicians.

Results: What happened?

The conversion factor per wRVU increased by $8 in year one, $10 in year two, and $12 in year three from the baseline number. They added a $50,000 quality bonus per year for each physician (which we were able to guarantee in year one). The call pay didn’t change in favor of the higher CF per wRVU. By running calculations using the last 12 months, the overall benefit to the group in year one will be $594,334 with the same level of production. Accounting for four surgeons, the average of the group (production did vary) will be over $148,000 in year one alone.

What physicians considering a group negotiation need to know

• The total process took about 5-6 months. It’s not uncommon for this process to take longer, with the hospital dragging out the process, resulting in inaction or poor results.
• All the surgeons did was invest a few hours upfront in calls and emails, send documents, and approve the asks/proposals/offers.
• Able to put a ‘renegotiation’ piece in the agreement in three years—so can repeat the process to re-up this in three years (it was 5+ last time before they got an update or appropriate pay and benefits increase).
• The administration enjoyed working with an expert third party, and the best part was that the physicians benefited with minimal effort.

Key takeaways

• Physician employers: partners, not adversaries. They want physicians to be satisfied with their compensation arrangements. There is already a shortage of surgeons, and the number is expected to worsen. Replacement of surgeons poses financial, health care, and community challenges. They find it difficult to get a physician’s time and attention.
• Even within the same group, physicians cannot decide what they want and have no clue what is “fair” since they do not have access to industry knowledge like hospitals do. We solve these issues. Often frustrated and underappreciated, physicians can find solace when their compensation is fair, a sentiment that physician employers may not always be aware of. Maximizing physician compensation reduces burnout. Many physicians know medicine but little about the business of medicine. It is essential to have tools to even the playing field so the team has the power of knowledge in negotiations.
• Physicians: they are busy, overwhelmed, and skeptical. Despite their dedication to medicine, many physicians are locked into long-term agreements without updates. This lack of clarity can lead to uncertainty and feeling in the dark about their contracts, which could be improved with precise and updated agreements. They have difficulty agreeing on patient care, let alone what they want in their careers, which would improve their lives.

This case illustrates the importance of preparation, unity, and strategic communication in contract negotiations. The surgeons’ proactive approach improved their contractual conditions and set a precedent for future negotiations within the hospital.

Jon Appino has been the driving force behind  Contract Diagnostics since 2011, where he leads a dedicated team on a mission to empower physicians with the knowledge, tools, and confidence to negotiate robust employment contracts and secure the best compensation packages. With over a century of collective experience, the CDx team is a paragon of field expertise. With over 25 years of diverse health care experience, Jon leads this seasoned team of professionals. From Pete’s 20+ years to Anu’s 25+ years, complemented by Jillian and Laura’s 10+ years each, our team boasts a wealth of knowledge. This remarkable tenure is further fortified by the skills and backgrounds of our other team members, including Kathryn Sarnoski, MD, and Jan Schmitz, director of operations. Their combined experience ensures that Contract Diagnostics offers the most seasoned and insightful guidance in physician compensation.

Discover more of Jon’s perspectives on physician compensation by exploring the Contract Diagnostics blog or connecting on social media platforms like LinkedIn ,  Facebook ,  YouTube , and  Instagram .

The  Contract Diagnostics  team offers comprehensive consulting services tailored to physicians and their families, addressing employment contracts and compensation structures. Our expertise spans contract physician compensation, schedules, benefits, and more.

Our mission is to establish a central resource where physicians can access information, consulting, and coaching to navigate the intricacies of employment contracts and compensation structures, ensuring equitable remuneration.

Questions? Feel free to reach out to us via our  website  or at 888-574-5526.

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Case Studies in Strategic Communication

An online, peer-reviewed, open access journal, welcome to case studies in strategic communication.

The journal is on hiatus and will migrate to a new platform and a new university soon. We will be accepting manuscript submissions at that time.

In the meantime, check out past volumes of the journal .