Case Studies

What Outcomes Are You Seeking?

PRSA’s vast database of Silver Anvil Award-winning campaigns, which represent the highest standards of performance in the public relations industry, has always been a go-to resource for professionals who seek examples of best practices in public relations research, strategic planning tactical development and execution and program measurement, from a vast array of organizational settings including Fortune 500 companies, not for profit organizations, educational institutions, and government entities.

Now, as part of The Business Case for Public Relations, PRSA has re-categorized the Silver Anvil database by business outcome. It's now easier than ever before to find profiles of best-in-class public relations programs that have achieved business outcomes similar to those that your clients or organization may be pursuing.

To get started, browse the business outcomes categorized below for programs that align with your public relations goals and objectives. Check back often, as new outcome categories and cases are added on a regular basis.

Note: PRSA members receive free access to nearly 2,000 Silver Anvil Award-winning case profiles through their MyPRSA account. For more information on PRSA member benefits, click here.

Financial
Corporate Reputation/Brand Equity
People
Public Policy

Financial

Increasing Stock Price

Building the Most Successful American IPO Debut in the Past Five Years
2006 Silver Anvil Award Winner
Under Armour Performance Apparel with Warschawski
Getting Down to Business: Novartis Raises It's Stock Among the Business & Financial Press
2007 Silver Anvil Award Winner
Novartis with Ruder Finn

Increasing Market Share

Plan Your Oils Future: U.S. Soybean Growers Deliver Healthy Options to the Food Industry
2009 Silver Anvil Award Winner
United Soybean Board with Smith Bucklin and Publicis Consultants | PR
Purina Cat Chow Way of Life Experience 2004 Tour
2005 Silver Anvil Award of Excellence Winner
Purina Cat Chow with GolinHarris

Increasing Profits

Nothing Says Christmas More Than a Real Tree
2008 Silver Anvil Award Winner
National Christmas Tree Association with Smith & Harroff and Drake & Company
Shutterfly Soirée
2003 Silver Anvil Award Winner
Shutterfly with Maloney & Fox

Increasing Sales

Taking Back the High Life
2008 Silver Anvil Award Winner
Miller Brewing with Dig Communications
Barnum's Animals Crackers 100th Anniversary Celebration
2003 Silver Anvil Award Winner
Kraft Foods' Nabisco Biscuit Division with Manning, Selvage and Lee

Fundraising

B.E.D. (Because Every Kid Deserves One)
2009 Silver Anvil Award Winner
Pathfinders with Serve Marketing and Golden Chic Events
Shop (RED) and Save Lives
2007 Silver Anvil Award Winner
(Product)RED

Business Valuation

New Beginnings: Recovering from Tragedy, Unlocking the Value
2005 Silver Anvil Award Winner
West Pharmaceutical Service with Financial Dynamics
Walk for the Health of It
1987 Silver Anvil Award Winner
The Rockport Shoe Company with Cone Communications

Increasing Value

Improving Patient Care with Cranberries' Round-the-Clock Bacteria Protection
2007 Silver Anvil Award Winner
Cranberry Marketing Committee with Publicis Consultants | PR
Building Credibility and Restoring Value
2002 Silver Anvil Award Winner
4Kids Entertainment with KCSA Public Relations Worldwide

Raising Capital

Not All Ethanol Is Created Equal: Driving Investment In Verenium Corp. In An Emerging Industry
2009 Silver Anvil Award Winner
Verenium with Brandtectonics
CityNet Telecommunications: Pursuing an Unlikely Path to Success
2002 Silver Anvil Award of Excellence Winner
CityNet Telecommunications with Ignition Strategic Communications

Top

Corporate Reputation/Brand Equity

Building Trust

First Do No Harm
2006 Silver Anvil Award Winner
Minnesota Hospital Association with Weber Shandwick Worldwide
Connectiv Rebuilds Trust after the "Perfect Storm" of Customer Unrest
2002 Silver Anvil Award Winner
Connectiv with Stanton Communications

Building Brands

Redefining the "Kodak Moment"- Iconic Brand Develops into Picture of Innovation
2006 Silver Anvil Award Winner
Eastman Kodak Company with Ketchum
The New AT&T. Delivered
2007 Silver Anvil Award Winner
AT&T and Fleishman-Hillard

Changing Attitudes

From Junk Food to Good Food: Building Advocates to Change the Perception of Frito-Lay Snack
2008 Silver Anvil Award Winner
Frito-Lay with Ketchum and Zócalo Group
Thinking Big: The Next Phase of Casual Male Retail Group
2008 Silver Anvil Award Winner
Casual Male Retail Group with Weber Shandwick Worldwide

Crisis Management

Putting Lessons Learned to Work: Managing Communications After a Campus Shooting
2009 Silver Anvil Award Winner
Northern Illinois University Office of Public Affairs
Crystallizing a Response to a Crisis
2009 Silver Anvil Award Winner
Imperial Sugar with Edelman

Customer Satisfaction

FPL's Storm Secure Program Leaves Hurricanes in the Past
2008 Silver Anvil Award Winner
Florida Power & Light Company with RBB Public Relations
Take A Stand: Mobilizing SBC Employees to Deliver Infinite Service
2003 Silver Anvil Award Winner
SBC Communications with Fleishman-Hillard

Event Attendance

Jouney to the Old West: Refuge Roundup 2008 at the Rocky Mountain Arsenal National Wildlife Refuge
2009 Silver Anvil Award Winner
U.S. Army, U.S. Fish and Wildlife Service with MGA Communications for Shell Oil
San Diego Boat Show
2007 Silver Anvil Award Winner
National Marine Manufactures Association with c3 Communications

Reputation Management

Protecting Consumer Confidence in U.S. Beef: A Success Story
2005 Silver Anvil Award Winner
National Cattlemen's Beef Association
Restoring a Utility's Wounded Reputation
2005 Silver Anvil Award Winner
Pepco Holdings with Stanton Communications

Top

People

Employee Morale

The Bucket Brigade: Creating Employee Loyalty through Corporate Philanthropy
2005 Silver Anvil Award of Excellence Winner
Fireman's Fund Insurance Company with Ketchum
PR Plan Creates "Winning Opinions"
2004 Silver Anvil Award Winner
Carl T. Hayden Veterans Affairs Medical Center

Employee Retention

Scripps Workforce Communications Program
2008 Silver Anvil of Excellence Winner
Scripps Health with Dave Meyer Design and Brian Lexmond Communications
Wheel of Fortune
2005 Silver Anvil Award of Excellence Winner
Cox Communications

Top

Public Policy

Changing Behaviors

Häagen-Dazs loves Honey Bees: Let's Lick This Problem
2009 Silver Anvil Award Winner
Häagen-Dazs with Ketchum
On the Way to the Cure - The Komen College Tour
2005 Silver Anvil Award of Excellence Winner
The Susan G. Komen Breast Cancer Foundation with Fleishman-Hillard

Public Policy

Stop Oil Speculation Now
2009 Silver Anvil Award Winner
Air Transport Association with Xenophon Strategies and 720 Strategies
Keep Medicare's Promise: Stop Medicare Cuts to Doctors
2007 Silver Anvil Award Winner
American Medical Association

Raising Awareness