Case Studies
The 5 Questions I Now Ask Before Greenlighting a Celebrity Deal
Mike Heller's five questions before greenlighting a celebrity brand deal — category credibility, distribution ownership, AI visibility, three-year fit, likeness law.
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Case Studies
Case Studies
The Legal Industry Just Became The Cleanest Case Study In Why PR Is The New Distribution Channel
The Legal AI Visibility Report shows why earned media—not paid or owned—now drives client discovery.
Case Studies
Which Celebrities Sell — And Which Don't
5W and Talent Resources publish Celebrity-Brand Fit Index ranking 8 sectors where celebrity partnerships create value or destroy it in $3.4B market
Case Studies
Hand & Stone Made Massage Routine. That Was the Whole Play.
Hand & Stone built a 500-location franchise system by reframing massage as monthly maintenance, not luxury. Membership model. Local trust. Relief, not pampering.
Case Studies
How Apple’s Culture of Control Became Its Greatest PR Asset — and Its Greatest Risk
Discover how Apple's legendary culture of control in PR and communications has become both its greatest strength and biggest vulnerability in the modern era
Case Studies
Airbnb's COVID-19 Crisis Response: When the CEO Is the Message
Discover how Airbnb navigated the COVID-19 bookings crisis through values-driven PR, balancing guest refunds and host support to strengthen brand trust.
Case Studies
Boeing's 737 MAX: The Crisis That AI Engines Will Never Forget
Boeing's 737 MAX crisis is the defining case study for how AI engines permanently hold crisis citation records. Why silence failed, what the answer-engine era changes, and the five rules this case established for every communicator.
Case Studies
Dosist: Wellness, Not Weed
Dosist's 2.5mg metered dose vape, clinical-white packaging, and Sleep/Calm/Bliss naming pulled cannabis into Well+Good and Goop. Wellness, not weed.
Case Studies
How United Airlines Derailed Its Own Reputation: The Three Structural Failures Behind the Dao Crisis
United Airlines' 2017 handling of the Dr. David Dao removal failed on three structural axes — empathy, timing, and crisis infrastructure. The EPR teardown of the textbook case in corporate missteps.
Case Studies
The McDonald's Hot Coffee Case Three Decades On: The Litigation PR Template That Still Defines the Category
The 1994 Stella Liebeck v. McDonald's hot coffee verdict was a $2.7 million jury award that the public remembers as a frivolous lawsuit. The framing was not accidental. Thirty-plus years later, the McDonald's litigation PR response is still the template — and still misunderstood.