Bonne Bell
Jess A. Bell, vice chairman of Bonne Bell, Inc., launched a production line that was staffed exclusively by retirees. Based on the success of the program, Bell retained us to publicize the work ethic of these employees – and to encourage other corporations to consider launching similar programs. Print and broadcast media throughout Northeastern Ohio first ran a series of stories about Bonne Bell’s initiative. Next, the campaign went national and, finally, global. Through our efforts The Wall Street Journal published a page-one story about Bell and the program. Another story appeared in The National Enquirer, and still others in The New York Times and U.S. News & World Report. From that coverage the program was aired on NBC-TV’s “Nightly News,” “The Today Show,” ABC-TV’s “Good Morning America,” “60 Minutes,” Fox Network and Voice of America. A news crew from France spent a week on site, filming the employees. The objective of the public relations program was achieved. Estimated advertising equivalent: $185,000.

Sunrise Assisted Living
A regional marketing representative of Sunrise Assisted Living contacted us at dusk one week day evening. We were asked to prepare an immediate response to a locally televised story that had aired on the 6 p.m. newscast. That story reported that Sunrise had carried out an insufficient background check of one employee at one of its assisted living facilities. The news story further alleged that as a result, one resident’s wallet had been stolen. It put Sunrise in an extremely unfavorable light. Through our counsel, we crafted a statement that was aired on 10 p.m. newscasts on every local affiliate. It provided a balanced response that significantly limited the fallout from the earlier story. Damage control was swift and effective.

Cleveland State University
Our counsel helped administrators of the College of Education, Cleveland State University, prepare for the release of Praxis II examination results. The tests measure the preparedness of college graduates who are trained to become teachers. We developed a media relations plan that included a briefing with reporters and editors from The Plain Dealer, Ohio’s largest newspaper. We also were asked to brief College of Education faculty. The result was favorable coverage about the CSU program and its graduates in news media across Northeastern Ohio, the university’s most important market.

Fosun-Wanbang
When Shanghai-based Fosun-Wanbang (www.fosun.com.cn), two of China’s largest pharmas, signed a joint venture partnership to test inhalable insulin in the treatment of diabetes, Becker was hired to publicize its significance. In this instance, Becker represented the interests of a consortium of American, Canadian and Chinese physicians, scientists, attorneys, and financial specialists who developed this alternate insulin delivery system. Both parties knew the results of the study would have worldwide implications. So they turned to Becker because of the relationships he has with global news organizations. It was their intent to clearly and quickly communicate the potential of this inhalable insulin technology. Fosun is known for its research into the manufacturing of drugs and products that include medical and diagnostic devices. Wanbang is considered the largest manufacturer of insulin in China. As a result of Becker’s work, scientists and investors around the world have closely followed this study.

Mirage Amusement, Inc.
Zhongshan-based Mirage Amusement, Inc. (www.mirageamusement.cn), manufacturer of giant mobile inflatables, was keen to enter the American market but uncertain how to proceed. It retained Becker to point its marketing team in the right direction. Becker placed publicity about the colorful line of products, known as Water Fantasy Land Pools, in leading newspapers and magazines that cover new products designed for family-fun amusement and entertainment parks. When owners and managers of these parks read articles about the Pools, they contacted Mirage Amusement for more information. Because of Becker’s resources, the client enjoyed fast entry into the vast American market, saving it time and money.

Coronet International
Shanghai-based Coronet International Ltd., hired Becker to write a brochure in time for important trade shows in North America and Europe. Coronet recognized the importance of having a professional image. It knew it needed to differentiate itself from its competitors. Yet it had no one on its own staff who could write English that was both promotional in tone yet conveyed concise information. Since Becker has experience in writing a wide range of marketing materials for the household products industry, he was able to convey what Coronet required but could not produce. It was appealing to readers. As a result, buyers learned about the company in an easy-to-read, familiar format.