2021 Bateman Case Study Campaign, CivilityLB
 

The 2021 Bateman Team took on the challenge of creating a complete PR campaign to tackle the growing crisis of incivility in public discourse. By building stronger communities through conversation and connection, the 2021 team aimed to mend the fracture between many in today’s often uncivil and divisive world.
 

CivilityLB’s campaign was centered on accomplishing our client’s goals and was rooted in extensive primary and secondary research findings. We seized the opportunity to create an entirely virtual, community centered initiative based on educating and empowering our audiences.

By the end of our month-long campaign, we had 308 individual civility pledges and 11 pledges from local organizations. We earned over 3.7 million media impressions from local media outlets and 526,072 impressions through owned, paid and shared media.

Our online and physical resources helped our community understand the impacts of incivility and how they can contribute to a more civil tomorrow. With high reach and engagement across our core audiences, CivilityLB was successful in promoting the value of seeing others “From Another Point of View.” Our local partnerships demonstrated the genuine interest in restoring civility in Long Beach, and we are confident that our resources will continue benefiting the public far into the future.

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The Bateman Case Study Competition is the Public Relations Student Society of America's premier national case study competition for public relations students, giving them the opportunity to apply their classroom education and internship experiences to create and implement a full public relations campaign.