Question

Topic: Advertising/PR

Is There A Book, Case Study Or Other Reference Piece On How A Company Was Launched And Grew Nationally Through Pr (primarily)

Posted by Anonymous on 2/10/2004 at 6:24 PM ET 250 Points
I browsed " Full Frontal PR" by Laermer and thought it was terrific. I'm now looking for a reference piece that has metrics, etc on a company launch primarily through PR. Any ideas or experience out there? Thanks, Tony Mullen 610-853-9801
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RESPONSES

  • Posted by Blaine Wilkerson on 2/10/2004 at 7:42 PM Member
    Here is an interesting article on how Microsoft Utilized PR only for the launch of Windows 2000.

    https://www.prpundit.com/knowledge/marketing/poonam_kaul.pdf
  • Posted by ReadCopy on 2/11/2004 at 3:37 PM Member
    Some may argue that the success of Orange in the UK was mainly down to PR.

    They were caught up in a court battle with a comeptitor and the new enterant to the market (Orange), just seemed to get the consumer sympathy vote against this giant of an organisation. The Orange PR team worked overtime with interviews, editorials etc, and within 12 months, they were one of the biggest brands in the UK!
  • Posted on 2/13/2004 at 6:48 AM Member
    Tony, it's not easy to find specific detailed case studies without contacting company PR departments themselves. Try this:

    https://www.morrisseyco.com/clients/case_studies.asp

    They'll probably give you more specifics if you contact them.

    Also, how about this
    https://www.palmone.com/us/company/pr/

    here's a list of PR people who can help you
    https://www.palmone.com/us/company/contacts-pr.html
  • Posted by Blaine Wilkerson on 2/14/2004 at 12:53 AM Member
    I'll try to find more detailed analysis on the Microsoft thing.
  • Posted by Blaine Wilkerson on 2/14/2004 at 4:10 AM Accepted
    Well, I spent an hour or so looking around because I'm intersted myself! Here are some of the most informative links I found.

    https://www.instituteforpr.com/index.phtml?article_id=pdf

    https://www.instituteforpr.com/measurement_tree.phtml?article_id=slide1

    https://www.urlwire.com/

    Good Luck!!
  • Posted by Chris Blackman on 2/19/2004 at 9:02 PM Member
    Look at Virgin, in almost every market they have approached. Richard Branson, love or hate him, is a one-man PR dynamo who uses all forms of media to get his message to the conumer, the legislator, and the competition.

    Read his autobiography "Losing my Virginity" to understand how he's built his empire by stepping from one leaky boat to another, each time using his forceful, friendly, "wanna help everybody" personality to smooth the way. The book explains how his fledgling airline took on BA and won, both in the air, in court, and in the hearts and minds of consumers.

    He's started an Airline, a cell-phone company and a credit card company here in Australia using masssive amounts of PR. And now, because his reputation precedes him, he get airtime for almost any new initiative, regardless of its real worth.
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