Archive for the ‘PCG Case Studies’ Category

Case Study: Crisis in the Air

Posted: Nov 25, 2010 | Posted by Kassy Perry | No Comments

Sensitivity with Perspective

Reputation management requires careful planning and precise implementation. It is also important to be candid, even when instinct suggests otherwise. For Air Angels Medical Air, planning for crisis meant planning for human tragedy. With this in mind, PCG prepared and maintained a successful crisis communications plan that demonstrated a sensitive perspective when an Air Angels helicopter crashed and killed a 13-month-old patient and three crew members. The emergency air transport industry was already facing media scrutiny regarding safety when the accident occurred, and PCG’s rapid response provided the opportunity for Air Angels to express sympathy for the lives lost while proclaiming its willingness to cooperate in the resulting investigation. By focusing on the lives of the deceased crew and patient, Air Angels’ response provided a tenor befitting the tragedy while preserving a foundation for future operations.


Case Study: California Health, Nutrition and Obesity Summit

Posted: Nov 16, 2010 | Posted by Kassy Perry | No Comments

Combating Obesity with Corporate Weight

As a celebrity and national spokesperson for physical fitness, Governor Schwarzenegger had the strength and credibility to inspire youth activity and physical fitness. As Governor he now had the position and influence to stimulate corporate changes to help stem tide of obesity in California communities. Working with the Governor and First Lady Maria Shriver, PCG coordinated and conducted a statewide summit, convening corporate decision makers and securing commitments for changes that would promote healthy living. Lance Armstrong, Dr. Phil McGraw, Dr. Mehmet Oz and restaurateur Alice Waters provided education, information and insights that, combined with corporate pledges, moved well-meaning policies to substantial and immediate actions to improve health and wellness and reduce obesity. PCG engaged high-level participants from major corporations doing business in California, helped secure commitments for meaningful changes, and generated widespread media coverage to publicize the confirmed corporate pledges and call on additional companies to meet the challenge.


Case Study: Save Our State Parks

Posted: Oct 13, 2010 | Posted by Kassy Perry | No Comments

SOS Rescues Endangered Parks and Beaches

In an environment where causes reign and politics dictate, it takes more than good talking points to prompt political action. Persistence can attract attention but ingenuity elicits the type of enthusiasm that shifts opinion and results in action. When California’s governor announced a plan to close 48 state parks and reduce lifeguard staffing on 16 state beaches, PCG worked with the California State Parks Foundation (CSPF) to mobilize preservationists who could deliver an impactful message to the right audience at a critical time. PCG mobilized champions for a rally and march from Sutter’s Fort to the State Capitol – in 19th century period dress – to remind lawmakers that the state’s future success relies on the lessons learned at parks designated for their cultural, economic and environmental significance. Strategic message development and delivery elevated the issue of preserving state parks above the usual political fray, saturating major media markets and capturing the attention of policymakers.


Case Study: PR with a Purpose

Posted: Sep 9, 2010 | Posted by Kassy Perry | No Comments

Colon Cancer Comes Out of the (Water) Closet

Katie Couric’s on-air colonoscopy during NBC’s Today Show did more than tout a celebrity’s favorite cause: It saved lives. Previous efforts to harness Hollywood’s influence to make a social impact often fell flat. They usually got press and even raised money; but it was PCG’s launch of the Entertainment Industry Foundation’s (EIF) National Colorectal Cancer Research Alliance (NCCRA) that resulted in the “Couric Effect,” the first generation of viral campaigns to spark widespread consumer action. When Couric and cancer fundraiser Lilly Tartikoff both lost their husbands to colorectal cancer it was the second-leading cancer killer in the U.S. Despite being highly preventable with regular screening and very treatable when detected early, people weren’t getting screened because they were embarrassed to talk about the disease. PCG enlisted celebrities personally affected by colorectal cancer to tell their stories, engaged corporations to generate $10 million to support the research of leading medical experts, and partnered with the National Association of Chain Drug stores to generate consumer contributions.