We talked last week about a company’s major PR failure in the wake of the Boston Marathon bombings. Now, we’d like to share an epic PR win inspired by the same tragedy.
Shortly after the attack that killed three and wounded over 180 at last Monday’s Boston Marathon, Mayor Thomas M. Menino and Governor Deval Patrick contacted Jim Gallagher, executive VP of John Hancock (which has title-sponsored the race for years) in an effort to brainstorm ways to provide assistance to the victims.
At 10 a.m. the next morning, Mr. Gallagher got on a conference call with Mike Sheehan and Karen Kaplan, CEO and president of Boston ad agency Hill Holiday. Within hours of that call, the agency created One Fund Boston, a foundation designed to help victims.
During the 10 a.m conference call in which Mr. Gallagher promised John Hancock would donate $1 million to get the ball rolling, the Mayor’s office requested it be able to announce the creation of the fund at a 5 p.m. press conference. That left Holiday Hill seven hours to create a charity from scratch.
Communicating mostly via text message, the agency got to work. Read more