A great public relations strategy and rollout is the key to transforming your brand's reputation. Some brands do it really well, while others have more of a struggle.
The best campaigns capture attention, spark conversations, and leave lasting impressions. They do exactly what they're meant to do. In fact, you've probably seen some amazing public relations examples without even realizing it.
A company's success can often rest on the strength of its campaigns. They creatively tell a brand's story while connecting with audiences on an emotional level.
The Best PR Campaigns and Why They Worked
PR campaigns work best when audiences focus on the message and not the brand.
Think of Spotify’s year-end Wrapped campaign that has users eagerly sharing their listening stats. Or consider how Old Spice’s quirky commercials revitalized their image for a new generation. People engage with these sorts of campaigns without even realizing there’s a brand being promoted behind the scenes. They’re so good, they slip into the public consciousness without people thinking too much about the marketing aspects of it all.
Effective PR campaigns often leverage social media channels to amplify their message and engage with a wider audience.
The brand benefits in the long run because people connect to the campaign aims first, and then the brand second.
If you want to polish your brand image, learning from the best public relations examples is key. From LEGO’s playful stunts to Dove’s body positivity messaging, top brands offer plenty of inspiration.
In this guide, we’ll explore some standout instances of public relations done well, and break down what made them work. You’ll walk away with fresh ideas to make your next PR campaign truly shine.
In This Guide:
Top 10 Public Relations Examples
Getting Strategic With Public Relations
Measuring the Success of a PR Campaign
Frequently Asked Questions
Top 10 Best PR Campaign Examples
Public relations campaigns can change the way people talk about your brand and lead to more engagement across the board. Remember, the campaign comes first and the brand comes second.
With public relations, you're not trying to deliver instant success. You're trying to change how people view your brand, using the campaign as a subtle nudge.
In this section, we're sharing our favorite examples of creative approaches to campaigns that resonated with audiences. The results weren't always immediate, but they did create long-term success.
1. Spotify: Wrapped
Spotify launched "Wrapped" in 2016, a year after trialing "Your Year In Music", which went down well with users.
The annual Wrapped campaign is now a huge success. It turns user listening data into personalized year-end recaps and tells you what artists and songs you listened to the most.
It even labels months with hyper-specific genres (for example, "May was your Pink Pilates Princess Catwalk Pop season" or "February was your Hallyu Noise K-Pop moment").
This clever PR move has proven to be irresistible for social sharing and creates massive buzz each December.
Wrapped taps into people's desire to reflect on their year and share their music tastes. Some people share because of the buzz they get for having a good taste in music, others share because the music they put on for their kids has skewed the results.
Around 14% of Spotify users reliably share their Wrapped stats each year, with 25% curious enough to at least look at their personal stats.
Meanwhile, Spotify benefits from increased brand awareness and user engagement every year. The campaign highlights the platform's personalization capabilities in a fun, shareable format.
2. Dove: #TheSelfieTalk
We could write a list of 10 public relations examples that focus on Dove alone. The personal care brand excels in launching effective PR campaigns that resonate with cross-generational audiences.
In 2021, Dove's #TheSelfieTalk campaign addressed the pressure young girls face to look "perfect" online, due to the rise of retouching apps and social media.
Anyone who remembered Dove's Real Beauty campaign from 2004 will have seen similarities here.
The campaign was extensive, ranging from traditional advertising spots illustrating the impact of selfie-culture, to talks from celebrities like Shonda Rhimes, and blog posts and resources highlighting the impact of edited selfies.
This initiative aligned with Dove's long-running Real Beauty messaging. It aimed to spark important conversations about self-esteem and body image in the digital age, and provided a parent's kit and teacher's kit to enable the audience to take positive action.
By tackling a timely issue, Dove continued to position itself as a brand that cares about its customers' wellbeing. And it paid off: The campaign earned significant media coverage and social engagement. Like with most Dove campaigns, it left a lasting impression on its target audience.
3. Lego: Rebuild the World
Lego's Rebuild the World campaign launched in 2019 with the task of celebrating creativity and imagination – particularly in children. It was Lego's first brand campaign in 30 years and encouraged people to reimagine the world through Lego bricks.
Now into its sixth year, the long-running campaign features great promotional videos showing Lego creations in real-world settings. On top of this, Lego invited customers to share photos of their own builds using the #RebuildTheWorld hashtag and received millions of submissions across all their social media platforms.
This user-generated content approach did wonders for engagement and showcased Lego's versatility. Ultimately, the campaign has been a huge success. It was both playful and fun, and underscored Lego's brand identity as a tool for creative expression.
It's also spawned additional campaigns. The 2024 launch of Lego Star Wars: Rebuild the Galaxy is a perfect example of how a brand uses the positivity from one campaign to create another.
4. State Street Global Advisors: Fearless Girl
Back in 2017, State Street Global Advisors made a bold statement by sponsoring artist Kristen Visbal and installing her Fearless Girl statue on Wall Street. The bronze sculpture of a young girl facing down the famous Charging Bull became an instant icon.
Arriving just in time for International Women's Day 2017, Fearless Girl promoted gender diversity in corporate leadership. More specifically, the campaign demonstrated the asset management firm's commitment to gender equality.
From the moment it appeared, the statue generated massive media coverage and social media buzz.
Though the installation of the statue was controversial (the Charging Bull artist was not impressed, and ultimately Fearless Girl was moved to a different location) the campaign positioned State Street as an advocate for women in business. It sparked important conversations about representation in the financial sector.
State Street now devotes a lot of resources to gender equality research, ensuring their public relations campaign wasn't just a one-off event to get attention.
5. IKEA: #StayHome
IKEA's #StayHome campaign responded to the COVID-19 pandemic with empathy and creativity. Rather than promoting specific products, the television spots focused on encouraging the audience to enjoy their homes, at a time when many felt trapped inside.
While the campaign had an emotional core, it also had some fun elements – for example, the company released instructions for building pillow forts at home using IKEA products.
This part of the campaign was funny, too. The six forts were given names that reflected the Swedish-naming practice IKEA uses for its products (Förtress, Wigwåm, Cåstle, Cåve, Cåmping tent, and Höuse).
Little touches like this encouraged families to have fun together during lockdowns. It sat really well with IKEA's brand identity as the place to go for joyful and practical home goods.
The successful campaign played really well in the media and it was widely shared across social platforms. An all-round success!
6. KFC: Finger-Lickin' Good
Back in 2018, KFC were left red-faced when a chicken shortage forced UK restaurants to close. There was mock panic on social media and KFC faced scrutiny into its supply chain.
However, they quickly turned things around, with a clever print ad rearranging their initials. Instead, they turned a potential crisis into a public relations win with their "FCK" apology ad. It was edgy, funny, and clever.
The humorous, self-deprecating approach earned praise from customers and media alike. It allowed KFC to take responsibility while maintaining their cheeky brand voice, and it also communicated practical information that was vital for customer relations.
Some restaurants had people waiting in line around the block to get back into KFC when they finally reopened.
This crisis management tactic transformed negative press into positive coverage. It's a good reminder of the power of authenticity and humor in public relations.
7. Airbnb: Night at Blue Planet II
Airbnb often promotes its more unusual vacation rentals in ad spots and editorial content, but a few years ago they went one step further and partnered with the BBC's Blue Planet II for an unforgettable PR stunt.
They offered a contest winner the chance to spend three days aboard the Alucia voyager, with day trips in a submarine exploring the Great Barrier Reef. An actual submarine!
This unique experience really shone a light on Airbnb's mission of providing one-of-a-kind stays. It got loads of press coverage and positive social media posts.
The campaign also showcased Airbnb's creativity in destination marketing. It was great for brand association, positioning the brand as an adventurous, eco-conscious travel option.
8. SpaceX & Tesla: SpaceX Sends a Tesla into Outer Space
Did you know that there's a car floating around in space right now? It's all thanks to an audacious PR stunt that took place almost seven years ago, when Elon Musk's companies SpaceX and Tesla combined forces.
In order to showcase the innovative capabilities of both SpaceX and Tesla, they launched a Tesla Roadster into space aboard a SpaceX Falcon Heavy rocket. This attention-grabbing move led to global media coverage and social media frenzy. Fittingly, the stereo was playing David Bowie tracks on repeat for as long as the battery lasted.
You can even check how the car is doing now, via the Where is Roadster? website. At the time of writing, it's completed about four and a half orbits around the Sun since launch.
Anyway, the stunt helped to paint Musk as a wildly ambitious entrepreneur. And it's given us all an image of a car floating around in space, which is hard to forget.
9. Johnnie Walker: Jane Walker
When Johnnie Walker introduced Jane Walker, a limited-edition whisky with a female logo, some criticized the new campaign as pandering.
Scotch has often been seen as a stuffy, old-fashioned drink enjoyed mostly by men – and Johnnie Walker had an old-fashioned man right there on its label. For a change, the Jane Walker campaign aimed to celebrate women's progress and appeal to female consumers.
The initiative was launched to coincide with Women's History Month and donated to women's causes. It sparked conversations about gender representation in the spirits industry. Plenty of media attention followed.
Despite some controversy, the campaign successfully increased brand awareness. It was a good example of how established brands can evolve their messaging, even if it didn't directly impact sales.
10. ALS Association: ALS Ice Bucket Challenge
The ALS Ice Bucket Challenge became a viral sensation in 2014. All sorts of people – from kids, to people at work, to public figures, and even politicians – dumped ice water on themselves, donated to ALS research, and challenged others to do the same.
This grassroots campaign spread rapidly through social media. It raised over $115 million for ALS research and dramatically increased awareness of Amyotrophic Lateral Sclerosis, otherwise known as Lou Gehrig's disease.
The key was to get people to challenge others to match their stunt. In doing so, the campaign moved from a public relations push to its own organic entity.
The Ice Bucket Challenge gave many PR professionals their first glimpse into the power of social media for cause marketing, since this was the first time it had truly gone viral. It provided a template for creating a fun, shareable way for people to support an important cause.
Getting Strategic With Public Relations
Now that we've explored 10 of the best public relations examples, it's time to look at how your brand can be the 11th on the list.
PR campaigns can make or break a brand's image. For this reason, they require careful planning and execution. Get it right, and it could take your brand to the next level! Get it wrong, and your sales could plummet – so it's worth doing it properly.
Building Relationships With Journalists
The first step in successful public relations is building strong relationships with journalists. If they don't recognize your name, they might not even open your email, so you'll need to do a bit of groundwork.
Start by researching relevant reporters and publications that align with your message. Send them a personalized pitch that feels genuine and try to give them an exclusive angle or data that might work for their particular outlet. The trick here is to avoid too much copying and pasting.
Press releases still work well when used strategically. Keep your press release timely by including a hook for something in the news and distribute through targeted channels. Remember to follow up with journalists to offer additional information or interviews.
Embracing Social Media Marketing
These days, social media is likely to be a huge part of getting your PR campaign out into the world. If you've got a new product or message to share that aligns with a date on the calendar, make sure you've got a plan and specific content to share across your platforms.
Once your posts are live, don't forget to engage with followers to keep that interaction going.
Partnerships with influencers can boost credibility and expand your target audience, too. Choose partners who feel like the right fit for your brand and it will all look more authentic.
Measuring the Success of a PR Campaign
PR campaigns require fairly diligent oversight if they're to be successful. You can make a lot of noise with your PR efforts, but if you can't quantify your results, then it's hard to know what to improve on next time.
You therefore need to track the data to see how it all went. In this section, we'll look at the key metrics that can help you measure your campaign's overall effectiveness.
Key Performance Indicators (KPIs)
Being able to measure PR success requires you to follow a few specific KPIs and analytics. Here are six to get you started:
Website traffic is super important – look for spikes after press releases or company news. Monitor social media engagement, including shares and comments on your posts.
Track brand mentions across news outlets and social platforms. This shows how well your message is spreading. Search engine rankings for key terms can reveal improved visibility.
Media coverage quality matters too. Analyze the tone and reach of articles mentioning your brand. Look at prestigious publications and industry-specific outlets.
Consider the impact on sales or lead generation. While not always directly linked, PR can drive better results and bigger budgets for your team.
Financial reports may show long-term PR effects on company value. Keep an eye on stock prices after major announcements.
Use sentiment analysis tools to gauge public opinion. This helps you understand how your message resonates with audiences.
Thankfully, measuring PR campaigns has become easier with digital tools. For example, CisionOne can track these metrics and pull them into a report that's easy to share with other teams and stakeholders.
Frequently Asked Questions
Public relations campaigns can cover a lot of bases – they can shape brand perception, manage crises, and build connections with audiences. As we reach the end of this guide, let's cover a few frequently asked questions on how to improve this part of your PR strategy.
How do media relations contribute to the overall public relations strategy for a company?
Media relations is typically all about building connections with journalists and outlets. These relationships help you get your news out into the world. If you get it right, media relations often leads to positive coverage and increased brand visibility.
How do you put together a compelling public relations plan for a product launch?
The trick here is to generate some buzz and excitement via your PR campaign. You should be using multiple channels to reach your target audience – things like social media, influencer partnerships, and press events.
Clear messaging is really important, so focus on explaining why your product matters. A good plan should also include measurable goals and a timeline for activities, so that everyone on the team knows what's happening and when.
Where can I learn the real-world skills of PR?
If you're just starting out, PR internships are great for getting hands-on experience. This is where you can learn to write press releases, plan events, and manage social media on the job. You'll get an idea of what it's really like to work on a PR campaign, and if it's right for you.
If you're attending a business school, you might find that student-run PR firms on campus offer real client work. This experience teaches teamwork, problem-solving, and client management.
How does the government use public relations to communicate with citizens?
Government PR is a very specific type of public relations, and it often focuses on things like public health and safety campaigns. The CDC's Covid-19 communication efforts are a recent example, in which multiple channels were used to share information and encourage vaccination.
Generally, local governments use PR campaigns to promote community events and services. They might create videos about recycling programs or send newsletters about road construction. It's efforts like this that keep citizens informed and engaged.
