PR Case Studies At A Glance
Case studies of a PR agency’s work are more meaningful than anything we say about our talent and expertise. No matter the size or sector of the company, the most successful PR case studies focus on outcomes delivered for clients. When it comes to designing a winning PR campaign, there’s no such thing as a “one size fits all” method, so our approach is distinct for every client. But there are important best practices that should be followed when developing communications campaigns.
First, determine your goals. Every great PR case study begins with the program’s objective. For each client, we drill down to specific goals and desired outcomes for the PR partnership, taking into account the company’s ultimate business objectives. Is the goal a successful new product or service launch? If so, how is success defined? Does the client want to shape an industry position as a thought leader? Then who are the targets? Does the business need to build a more engaged workforce and develop a reputation for being a great place to work? Raise capital? Build allies and advocates around a key issue? The answers to these and other questions will help inform the PR strategy and the choice of tactics.
Create a compelling story. Whether the goal is to launch a consumer product or influence legislation, an organization needs to create a narrative as the basis for its communications campaign. A good story isn’t a selling proposition, or a quality claim, or the history of a company or even its founder. Ideally, it’s a narrative that demonstrates the relevance of the company outside of its own customers and category. It might be illustrative of a trend, like disruption of a “traditional” industry; a competitive situation like a challenger brand vs an industry giant; or the story of a customer or community who benefited from the company’s product or service.
Develop a plan. Public relations success is typically earned over time, as a result of a calendarized media relations program blended with the right social media and content strategy and creation. An “on and off” approach doesn’t generally bear fruit, and even the most compelling news or story angle needs time, persistence and professionalism to gain traction with editorial media.