A case study from PR class at University of Toronto.

In this casee study, we provide a detailed PR plan for Indigo Books and come up with strategies to reposition the company as a leading bookseller after its leadership changes and public challenges. The plan emphasizes a return to a book-focused identity, enhanced transparency, and community engagement. Key tactics include rebranding efforts, executive visibility, and local community involvement through initiatives like a "Book-Lovers Experience Store." We believe rebuilding trust among stakeholders after crisis is essential. Increasing public perception of Indigo as a bookstore and improving financial performance are also a necessary.

This was the first time that I systematically learned public relations. I learned many useful PR skills from my teammates.

In this case study, I was in charge of writing up part of SWOT analysis, part of key messages, research analysis and buddegt.