As Executive Director of Public Relations, I worked closely with Marketing and Business Development on a proactive PR campaign to change public perception of the Britannica brand from producer of a staid print encyclopedia to creator of an intelligent, pop culture-oriented Web site.
To support that objective, I secured business and trade media coverage to communicate the company's new strategic business direction. Equally important was a PR campaign demonstrating to key consumer audiences that Britannica.com was much more than an online version of the leather-bound encyclopedias so many families once had on their bookshelves.
Although the dot-com implosion occurred before this effort could be completed, I did achieve significant inroads in changing public perception, as demonstrated in the examples below.
