The Silver Anvil Award: Iams Home 4 the Holidays The Icon of Best Public Relations Practices The Silver Anvil, symbolizing the forging of public opinion, is awarded annually to organizations that have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. The public relations profession’s most prestigious honor, the Silver Anvil Award acknowledges the very highest level of achievement and is the established icon of the “best of the best” public relations practices.
Transcript
The Silver Anvil Award:Iams Home 4 the Holidays
The Icon of Best Public Relations Practices The Silver Anvil, symbolizing the forging of
public opinion, is awarded annually to organizations that have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness.
The public relations profession’s most prestigious honor, the Silver Anvil Award acknowledges the very highest level of achievement and is the established icon of the “best of the best” public relations practices.
These principles are part of the fabric of the company and are reflected in all PainePR’s operating practices.
Iams Home 4 the Holidays
Iams’ goal for 2008 was to find one million homeless pets a home in three short months› The campaign was a major success, finding
1.2 million pets a home in the three month time span
Research
Before preliminary research, PainePR had to address many challenges along the way:› Enlist support from national broadcast media
to let the public know about the pet adoption program
› Alter the public’s negative opinion on pets from shelters to give it a positive spin
› Deflect animal activists that tried to place Iams Pet Food Company in a negative light
› Stay within the budget and find creative ways to give the program publicity on such a tight budget.
Research
To gain national broadcast media coverage of the program, PainePR had to first research multiple pet adoption programs, celebrity spokespeople, and advertising costs to determine the best route to take to reach the goal. The firm also researched the already-existing partnerships and the past successes of similar programs.
Research
PainePR also mapped out the public’s feeling toward Iams, pet adoption, and the Iams Home for the Holidays campaign. In doing so, this allowed the firm to assess the needs and wants of their target audience. The more a firm knows their audience, the better the firm can provide for them.
Research
PainePR also implemented research on the animal activist groups working against Iams. To deflect the actions against the program and Iams Pet Food Company, PainePR had to determine why these groups wanted to work against the campaign. Just as a company must know their customers and supporters, they must also understand their adversaries.
Action
Objectives: Ensure at least 1 million pets are
adopted during three-month campaign Reach consumers through national
media placements featuring a celebrity spokesperson
Leverage online influencers through editorial coverage and conversations
Objectives
Bring traffic to www.IH4TH.com
Increase number of participating animal shelter and rescue organizations
Reach consumers with Iams pet food sample, along with health an wellness education materials
