The Public Relations Blog

PR Success Story: CBS vs. Gen. Westmoreland

Background

After airing a controversial documentary accusing military leaders of gross miscalculations concerning the strength and size of enemy forces during the Vietnam War, CBS News soon found itself acting as defendant in a $120 million libel lawsuit. Having recently suffered some negative press coverage due to a similar circumstance, the last thing the news network wanted or could afford was yet another public image crisis.

Background

In what began as a simple plan to promote construction of a Vietnam War memorial in Washington D.C., project fundraisers soon found themselves becoming the source of a dispute that quickly spread across the country. Architecture major Maya Lin's vision of a "rift in the earth" created by a polished black stone wall on which the etched names of the dead or missing would appear, generated as much praise as it did intense opposition. At the center of contention lay disagreement over the chosen design's ability to provide dignity and valor to the memory of the war's fallen servicemen. Now far removed from simply promoting a non-profit fund and its statue, PR experts responsible for the memorial's image instead found themselves in the middle a struggle to find a resolution that would benefit their client as well as the public at large.

Background

Having sold his “gourmet” popcorn concept to Hunt-Wesson Foods, Orville Clarence Redenbacher believed he had created the freshest and most satisfying snack experience to come from a kernel of corn. Unfortunately for Orville and Hunt-Wesson, few were swayed by the idea of a popcorn delicacy costing twice as much as other brands. Despite attempts to impress shop owners with the snack’s fluffier qualities, none could foresee it becoming a popular selling item, simply refusing to carry the product as a result. Typically signifying the end of the line for most brands, Hunt-Wesson instead chose to rely on the power and influence of public relations in resurrecting this seemingly dead horse. What transpired became perhaps one of the best examples of turnaround profits in the marketing industry.

When you're comparing two PR firms' offerings, be careful not to confuse price with the value of their service.

Background

The potential for public relations to create positive social change would prove its worth in 1971 when administrative leaders within the U.S. Department of Transportation sought to replace car seatbelts with air bags in all new vehicles starting in 1974. The controversial move lay with the fact that although seatbelts had saved thousands of lives, they remained very unpopular with American consumers, the majority simply refusing to wear them. The solution, some claimed, would come from eliminating seatbelts entirely, and in their place installing the newer, less irritating airbag technology. This decision would be supported despite reservations from auto industry manufacturers that airbags came with several drawbacks, including potential injury to children, damage to ear drums as a result of the explosive noise and their tendency to distract drivers attempting to navigate through accidents.

Background

Serial innovator and entrepreneur Wayne Beckley had stumbled across what he felt was a revolutionary take on a cosmetic skin product: grape seed-based moisturisers. Research suggested that the antioxidants present within grape seeds are 50 times more powerful than vitamin E and 25 times more powerful than vitamin C in protecting and rejuvenating skin. Aptly named Merlot and marketed as a cutting-edge solution to the aging process, Beckley’s science-backed product had him optimistic about his chances of success. Initial results, however, would prove disappointing. Despite the favorable research, no one was purchasing Merlot Skincare Products and, to his disbelief, Beckley began to receive phone calls from store managers asking him to remove his “unsellable product” from store shelves.

Background

During the early 1980s, Johnson & Johnson’s (J&J) Tylenol suffered a catastrophic setback due to product tampering that resulted in the deaths of seven people. News of bottles being laced with cyanide quickly spread, creating a nationwide panic that was expected to cause irreparable damage to the brand’s image. Many experts assumed nothing could be done to repair the injury done to J&J’s most profitable product. However, the pharmaceutical company would embark on a public relations and media relations strategy that not only minimized reputational harm, but also led to sales rebounding to pre-crisis levels.

PR Success Stories: Headblade

Background

Faced with the onset of baldness from an early age, Todd Greene realized he had two options: either spend a lifetime using hair products, or shave. Choosing the latter, he soon realized the cumbersome unsuitability of traditional razors when used on one’s head. Todd sensed an opportunity and designed “HeadBlade,” the world’s first razor to sit comfortably under the hand, created specifically for head-shaving. However, to Todd’s disappointment, big companies such as Gillette and Schick were unmoved by his invention.

Background

Victoria Knight-McDowell, a 2nd grade school teacher had developed a blend of 17 herbs infused with zinc, amino acids, vitamins A, C and E, and marketed it as a natural preventive and cure for the common cold. In an effort to gain greater publicity for their product, Airborne, Victoria and her husband relied primarily on utilizing the general public’s approval and affection to spread knowledge of the brand.