11+ Public Relations Examples To Inspire Your Next Campaign

When you hear “Everywhere you go,” what’s the first thing that comes to mind? MTN of course. This is one of the many successful PR campaigns I’ve witnessed. And one thing I’ve realized in public relations is that no two campaigns are alike. Each campaign is unique to its brand, just like Nike’s “Just do it” and Coca-Cola’s “Share a Coke”. Here, I’ll share some examples of successful public relations campaigns and what we can all learn from them. But first, let’s understand the concept of public relations.

Key Points

A public relations (PR) campaign is a broad marketing strategy that aims to create an emotional bond between your product, service, or company and your target audience.
Examples of successful public relations campaigns include Coca-Cola’s “Share a Coke” Campaign, Dove’s “Real Beauty” Campaign, ALS Ice Bucket Challenge, Tesco’s Support for the Hospitality Industry, Spotify’s “Wrapped”, Tesla’s Launch Events and Elon Musk’s Tweets, etc.
To create an effective PR campaign, first understand your audience, create an engaging message, leverage multiple channels, and monitor your progress to adapt to upcoming trends.

What is Public Relations?

Public relations is all about managing and enhancing the public image of a company, individual, or organization. Unlike advertising, which directly promotes products or services, PR focuses on building relationships and creating a positive perception through various media channels. It’s an important tool for maintaining credibility and fostering trust with the public.

What is a Public Relations Campaign?

A public relations (PR) campaign is a broad marketing strategy that aims to create an emotional bond between your product, service, or company and your target audience. PR strategies may include observing social media trends, naming opportunities, and scheduling preferred spokespeople for interviews or media tours.

A public relations campaign is essentially a collection of activities that have a certain objective and contribute to a business’s overall goal. Public relations campaigns always have a specified goal as well as a set deadline.

Making a public relations campaign is an effective way to sell your business; It promotes your company’s success, demonstrates to potential customers what you are proud of, improves communication between clients and vendors, and introduces new goods.

Read Also: PUBLIC RELATIONS SERVICES: The PR Blueprint for Getting Your Brand Noticed

Examples of Successful Public Relations Campaigns

Here are some of the best public relations examples to inspire your next PR campaign.

Classic PR Campaigns

#1. Coca-Cola’s “Share a Coke” Campaign

This has been one of the most memorable PR campaigns I’ve had so far. This campaign personalized bottles with common names, encouraging people to find and share a Coke with friends and family. The strategy was brilliant in its simplicity, creating a personal connection with consumers. I remember the excitement among my friends as we searched for our names, sharing pictures on social media. The campaign’s global reach was a testament to its success, significantly boosting Coca-Cola’s brand engagement.

#2. Dove’s “Real Beauty” Campaign

Dove’s “Real Beauty” campaign is another classic public relations example. It challenged the narrow definitions of beauty by featuring real women of various shapes, sizes, and ethnicities. This campaign resonated deeply with me and many others, sparking important conversations about self-esteem and body image. The authenticity and relatability of the message helped Dove build a loyal customer base and positively impacted its brand perception.

#3. ALS Ice Bucket Challenge

The ALS Ice Bucket Challenge took the world by storm in the summer of 2014. Participants were nominated to dump a bucket of ice water over their heads and donate to ALS research, then challenge others to do the same. This campaign’s viral nature and user-generated content were phenomenal. The campaign raised significant funds and awareness for ALS, showing the power of social media in PR.

#4. Tesco’s Support for the Hospitality Industry

Businesses in the UK suffered losses in 2020. The hospitality business was hardest hit by the virus. After the lockdown period ended, restaurants, bars, and pubs in the United Kingdom gradually resumed operations. Tesco encouraged British customers to shop for their favorite beers at local pubs, demonstrating that their stores are not the center of the world.

This is only one of numerous public relations examples demonstrating thinking, empathy, and togetherness.

#5. Johnnie Walker’s “Jane Walker” Campaign

To promote gender equality and commemorate women’s various achievements throughout history, Johnnie Walker created Jane Walker, a feminine version of its whisky, for International Women’s Day. The limited-edition bottle featured a woman instead of a man in their iconic image, connecting the brand to people who share their commitment to social development.

In March 2018, Johnnie Walker released 250,000 bottles of Jane Walker, donating $1 for each bottle sold to women’s empowerment organizations. This concrete impact boosted their campaign’s support and attention.

#6. IKEA and the #StayHome Campaign

Ikea is well-known around the world for its accessible home accessories and appliances. As lockdowns were being implemented around the world, the Swedish home decor company saw an opportunity to encourage people to appreciate being at home.

As part of its #StayHome campaign, the brand paid tribute to houses around the world. Throughout the campaign, we were reminded that there is no place like home for individuals who are feeling nostalgic, comfortable, and connected. Although Ikea is a business that can provide us with furniture and home items that can quickly and economically renovate any room, this was not the focus of the brand’s campaign. This time, the company prioritized connecting with its customers, demonstrating empathy and understanding, rather than marketing itself.

This PR campaign showed appreciation for homes around the world, encouraging people to adapt to and embrace the new reality. Not only was it interesting to watch, but it also portrayed the company in a very positive light, clearly showing that it cares about the well-being of its customers.

Digital Public Relations Examples

#1. Spotify’s “Wrapped” Campaign

Spotify’s “Wrapped” campaign is a brilliant use of personalized data. Each year, Spotify users receive a summary of their listening habits, which they can share on social media. This campaign not only engages users but also acts as free advertising for Spotify. I eagerly await my Wrapped summary every year and love seeing my friends’ posts as well. The campaign’s success lies in its ability to create a personal connection with users and generate widespread social media buzz.

#2. Tesla’s Launch Events and Elon Musk’s Tweets

Tesla’s approach to PR is unique, largely driven by its charismatic CEO, Elon Musk. The company’s launch events are highly anticipated, generating significant media coverage. Musk’s tweets, while sometimes controversial, keep Tesla in the public eye. I’ve seen firsthand how effective this strategy can be, as my clients often reference Tesla’s bold PR moves when discussing their own strategies. Tesla’s ability to maintain high visibility without traditional advertising is a testament to the power of innovative PR.

#3. Red Bull Stratos

Red Bull’s Stratos campaign, where Felix Baumgartner jumped from the edge of space, is a prime example of experiential PR. The live broadcast of the jump attracted millions of viewers worldwide. This campaign not only reinforced Red Bull’s association with extreme sports but also demonstrated the brand’s ability to push boundaries and captivate audiences.

#4. Guaranty Trust Bank’s “737” Campaign

Through the “737” campaign, GTBank introduced its mobile banking service, simplifying banking transactions for customers. This campaign generated a lot of buzz and excitement through strategic digital marketing and celebrity endorsements. And of course, it significantly increased the bank’s customer base and strengthened its position as a leading player in the industry.

#5. MTN Nigeria’s “Everywhere You Go” Campaign

This campaign successfully positioned MTN as a reliable and ever-present telecommunications network. It increased brand awareness and customer loyalty through engaging TV and radio ads, thereby boosting market share and revenue.

#6. Lego’s “Rebuild the World” Campaign

According to Lego, rebuilding the world begins with a single (lego) brick. It’s a powerful message for individuals rebuilding themselves after a turbulent few years, presented by a firm that believes in creating, experimenting, and breaking the rules.

This campaign is not only timely, but it also effectively showcases its products in a way that extends beyond their simple usefulness.

Public Relations Crisis Management Examples

#1. Johnson & Johnson’s Tylenol Crisis

Johnson & Johnson’s handling of the Tylenol crisis in 1982 is a textbook example of effective crisis management. When cyanide-laced capsules led to several deaths, the company quickly recalled the product and communicated transparently with the public. This swift and responsible action helped restore consumer trust. I often refer to this case when advising clients on crisis management, emphasizing the importance of honesty and prompt action.

#2. Toyota’s Recall Crisis

Toyota faced a massive recall crisis in 2009-2010 due to safety issues. The company issued public apologies and took corrective actions to address the problem. Although it took time, Toyota’s transparent approach and commitment to safety improvements eventually helped regain public trust. This example underscores the importance of accountability and continuous improvement in PR.

Nonprofit and Advocacy Campaigns

#1. UNICEF’s Kid Power Program

UNICEF’s Kid Power program uses wearable tech to encourage children to stay active while helping undernourished kids worldwide. The initiative gamifies physical activity, making it fun and impactful. I’ve seen the excitement in children participating in this program and the pride they feel knowing they’re helping others. This campaign effectively combines technology, engagement, and social good.

#2. #LikeAGirl by Always

The #LikeAGirl campaign by Always addresses gender stereotypes and promotes empowerment. It challenges the negative connotations associated with doing something “like a girl” by showcasing strong, confident girls. This campaign resonated deeply with me, highlighting the power of PR to drive social change and reshape perceptions. The positive impact on Always’ brand image and the broader conversation about gender stereotypes is significant.

Importance Of PR For Brands And Businesses

PR is absolutely important for businesses and organizations. Here’s why:

#1. Building Credibility and Trust

One of my earliest projects involved working with a non-profit organization. We wanted to raise awareness about our cause, but without the budget for large-scale advertising, we relied heavily on PR. By securing positive media coverage and engaging with the community, we built credibility and trust. People are more likely to believe news stories and articles than advertisements, which makes PR an invaluable tool for establishing a trustworthy image.

#2. Managing Reputation

Effective PR can be a game-changer during a crisis. I recall a challenging time when a client’s product recall threatened to damage their brand reputation. Through transparent communication, prompt actions, and consistent updates to the public, we managed to not only salvage their reputation but also strengthen their customer relationships. Managing reputation isn’t just about dealing with crises; it’s about consistently communicating the right messages and values to the public.

#3. Creating a Strong Brand Identity

PR helps in crafting a unique brand identity. By leveraging PR strategies like media relations, event planning, and thought leadership, you can position your brand as an innovative and trustworthy player in the industry. This strong brand identity helps attract customers and investors alike.

#4. Influencing Public Opinion

PR plays a crucial role in shaping public opinion. During a campaign to promote environmental sustainability, we crafted messages that resonated with the public’s growing concern for the environment. By aligning our PR efforts with current societal values, we influenced public opinion and encouraged positive behavior toward the brand.

Here’s what te president of Ballantines PR, Srah Robarts, has to say:

Tips for Creating Effective PR Campaigns

Having seen these few examples of public relations campaigns, here are some tips to guide you when effecting yours:

#1. Know Your Audience

Everybody is not your audience. That’s why you should understand your audience and tailor your campaign strategies to resonate with that audience. For instance, the “Share a Coke” campaign succeeded because it connected with people’s desire for personalization.

#2. Create an engaging message

A clear, engaging message is important. The Dove “Real Beauty” campaign’s success stemmed from its authentic and relatable message. Make sure your message is strong and memorable.

#3. Leverage Multiple Channels

Using various media channels maximizes your campaign’s reach. The ALS Ice Bucket Challenge’s success was partly due to its widespread social media presence. Don’t limit your campaign to one platform.

#4. Monitor and Adapt

You must regularly track your campaign’s performance and maintain flexibility in your approach. Weekly reports and feedback help us refine our strategies and improve outcomes.

Here’s a detailed checklist for your reference:

Creating-An-Effective-PR-Campaign Download

What Are The 7 Types Of Public Relations?

The 7 types of public relations are:

Media Relations: Managing relationships with the media.
Community Relations: Building ties with the local community.
Crisis Management: Handling emergencies and minimizing damage.
Internal Communications: Engaging and informing employees.
Public Affairs: Influencing public policy and government relations.
Social Media PR: Managing online presence and interactions.
Event Management: Planning and promoting events to boost brand image.

Who Needs PR?

PR is essential for businesses, nonprofits, public figures, governments, and organizations of all sizes. It helps manage reputation, build brand awareness, communicate effectively with stakeholders, handle crises, and foster positive public perception. PR is important for anyone needing to maintain a favorable public image.

What Is The Difference Between Marketing and Public Relations?

Marketing focuses on promoting and selling products or services through strategies like advertising, sales, and market research. Public relations (PR) aims to build and maintain a positive public image and relationships for a company or organization through media coverage, reputation management, and communication strategies.

In Conclusion

Public relations is an essential aspect of any marketing strategy. By understanding and leveraging different types of reach, using the right tools, and following best practices, you can significantly improve your campaign’s effectiveness. The challenges are real, but with consistent effort and strategic adjustments, you can overcome them.