Case Studies
Online Reputation Management
by Amanda Aiello, contributing writer
The following case studies, selected from past Gold Quill Award winners, demonstrate excellence in this month’s topic.
Note: All case studies are in PDF format.
Peel District School Board Micro-Web Sites in 25 Languages
Peel District School Board
Fifty-three percent of the student population in one of Canada’s largest public school boards do not speak English at home. In order to address their language needs, as well as enhance the Peel District School Board’s reputation with its students, their families and the community, the board developed multilingual micro web sites. The sites provided newcomer families with pertinent information regarding the school system and ways to help their children learn.
Eskom Western Cape DSM Rollout
Eskom
When Eskom, South Africa’s national electrical utility was faced with a massive power shortage, an extensive communication initiative was rolled out. Facing a potential reputation crisis, Eskom developed a plan to educate and engage their consumers in reducing their energy use. Eskom’s media partnerships were also pivotal in disseminating information and repairing reputation damage.
Creating the Knowledge Source
Medco Health Solutions Inc. and Coyne PR
Although Medco Health Solutions Inc. is the largest pharmacy benefit manager in the U.S., the company was suffering from an image crisis—it didn’t have one. The company adopted an aggressive PR campaign that sought to improve Medco’s corporate reputation and brand image. In order to build a reputable corporate image, Medco realized it needed to position itself as a knowledge source and that its reputation needed to be built on the expertise of its professionals rather than on reporter opinions and critics.
Awards were presented to the winners of the 2007 Gold Quill Awards at IABC’s International Conference, 24-27 June in New Orleans, Louisiana. View the 2007 winners.
The collection of all case studies from the 2007 Gold Quills Awards program, titled Best Practices in Communication Planning and Implementation 2007, is available for purchase. This softcover book features more than 70 case studies of the best and most innovative organizations in communication right now. Order your book online.
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