It’s for Ragan’s PR Daily Awards, which recognizes the best PR campaigns from across the globe.
We’ve been given the ‘Best Crisis Management Award’ for our work supporting a veterinary hospital in Vancouver.
The good news story focused on a dog named Rumble who had been shot during a home break in. The owner had spent $3,500 on treatment but an expensive operation was necessary. The Vancouver based veterinary hospital agreed to donate its services, and Peak capitalized on this from a media relations perspective. Peak worked to distance its client from a former employee who had been charged with a criminal act involving an animal; it also found a good-news story to promote just after the crisis had passed.
This generated widespread positive publicity:
- Led to more than $25,000 worth of public donations following the media coverage. This money was used to create a fund for other animals in need of care that would otherwise be euthanized
- Created the highest website traffic to the veterinary hospital in 2012 during the week of Rumble’s surgery
- Led to one concerned citizen knitting a dog sweater and then driving hundreds of kilometers to deliver it to Rumble at the veterinary hospital
We also received an ‘Honourable Mention’ for the ‘Best Fitness/Health Campaign’ for our work with Canadian Diabetes Association.
This is a great start to Peak’s second decade in business!