Case Studies
Powerful Press Releases
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.
Prospecting the Future: Mining in Canada
MAVERICK Public Relations Inc./Mining Industry Human Resources (MiHR)
After the Mining Industry Training and Adjustment Council (MITAC) completed a comprehensive study on human resource issues and challenges facing the mining industry, MAVERICK Public Relations was hired to announce the study results. The new communication campaign also raised awareness and profiled MITAC’s value among its stakeholders. The campaign garnered more than 11 million media impressions across Canada, and MITAC received CAN$3 million in additional funding from the government for new projects.
Brin de jasette: The Launch
Brin de jasette Inc.
In order to obtain a distributor for a new game, Brin de jasette, an effective media campaign was necessary. The game creator had to prove interest, and did so by generating buzz among the target audience using the media and eventually creating a snowball effect that raised sales and the game’s reputation. The project included a unique teaser campaign of sending mysterious messages to key reporters before revealing the game, and placing follow-up calls.
2005 Minneapolis MOSAIC
Padilla Speer Beardsley Inc.
Minneapolis MOSAIC, a summer-long arts and cultural festival in Minneapolis, Minnesota, was seeking increased publicity. The festival’s committee asked Padilla Speer Beardsley Inc. to publicize the opening weekend, increase attendance and spread key messages about the city. The media relations solution aggressively targeted local print, electronic and broadcast media and included guerilla tactics and writing an op-ed piece. The campaign resulted in a 15 percent increase in attendance from the previous year.
Awards are scheduled to be presented to the winners of the 2008 Gold Quill Awards at IABC’s International Conference, 22-25 June in New York City. View the 2008 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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