Weber Shandwick’s Firebell Wins Adweek Project Isaac Award for Invention 

We’re proud to announce that firebell, Weber Shandwick’s proprietary crisis simulation software and crisis preparedness training, has won the 2014 Adweek Project Isaac Award for PR Invention in the Best Practices medium for its “original technique, process, mode of public relations related to the media, advertising, marketing and technology sectors.”

Weber Shandwick’s Firebell Wins Adweek Project Isaac Award for Invention

Honoring invention in media, advertising & marketing and technology, the Adweek Project Isaac Awards highlight and celebrate the importance of genuine invention to the successes of brands and businesses.

In today’s digital communications landscape, everything is knowable and sharable – and bad news travels fast. A single event or Tweet can rapidly explode into a crisis, which is why in 2010 Weber Shandwick invented the first interactive, multimedia crisis simulator.


Through firebell, participants actively engage in a real-time attack of their brand or organization – all in a secure, controlled environment, including fictional replicas of social channels and media outlets. Each training session is founded on research and tailored to participants and their media environment by our crisis readiness experts. Post-drill, our team delivers an assessment that identifies the gaps in performance, working to bolster an organization’s response processes and messaging in advance of the outbreak of an issue or crisis.


In 2013, Weber Shandwick launched a fully redesigned firebell platform that meets the ever-evolving needs of clients and social platforms, and results in a more user-friendly experience for clients, allowing them to focus their attention on the decisions that matter to their business.


The Project Isaac Award follows other industry accolades for firebell, including being named PR Innovation of the Year by PRWeek in 2011 and Best New Digital Application of the Year by PR News in 2010.



The honor also reflects Weber Shandwick’s longstanding legacy and dedication to innovation. Examples of recent innovative client solutions include:

  • Mediaco, the firm’s award-winning content publishing and distribution offering that delivers a comprehensive and consultative approach to brands as media.
  • GoLive, our real-time production and live-streaming capability that incorporates live storytelling, broadcast quality-production and social distribution, extending the reach and impact of client events; and
  • wpForGlass, the first ever WordPress plugin to allow Google Glass Explorers to publish directly to a self-hosted WordPress blog


For more information on firebell, please visit