How The General Mills Newsroom Became an Earned Media Machine

When General Mills recently announced the launch of a beer that would carry the Wheaties name, it wasn’t going to be marketed as a cornerstone of the Breakfast of Champions. Instead, the multinational food manufacturer announced HefeWheaties, made by Fulton Brewery in Minneapolis, with a brand-new campaign full of tried-and-true PR tactics like paid advertising, media outreach, ...Read the full article