2010 Platinum PR Awards: Press Release

Winner: Berman & Company – MADD about the Beer Summit

In response to a debate over a racially charged incident in Massachusetts between a Harvard University professor and a Cambridge police officer, President Obama invited both men to the White House to enjoy a beer while resolving the tension—an event dubbed “The Beer Summit.” Days later, Mothers Against Drunk Driving’s (MADD) Delaware chapter president expressed concern that the president drinking a beer on TV could negatively influence children.

Berman & Co., on behalf of the American Beverage Institute (ABI), saw a perfect opportunity to illustrate the adoption of neo-prohibitionist policies by MADD leaders. Capitalizing on the meeting’s intense media coverage, Berman and ABI developed a national press release identifying MADD’s previous anti-alcohol activities and encouraged the group to return to an anti-drunk-driving stance rather than complete alcohol abstinence. ABI pushed the release to federal government contacts, national cable network producers and national journalists who’ve previously covered MADD stories. Top-tier coverage included three national dailies, all four D.C.-specific newspapers and national cable news coverage on MSNBC.

Honorable Mentions:
Graham & Associates - Centor Architectural: S1E Eco-Screen:
Graham & Associates successfully launched the S1E Eco-Screen, the first large horizontal retractable screen and blind system that also doubles as a projection big screen in the U.S. by quickly creating awareness among American consumers, home builders, architects, designers and the window/door industry prior to, during and after the official launch at IBS Las Vegas. 

Greater Philadelphia Tourism Marketing Corp. - It’s Always Sunny in Philadelphia Itinerary: GPTMC produced a press release based on the findings of a Twitter query about locations used for the popular Philly-based comedy. It included a two-night, two-day itinerary of sites featured in the show, as well as related points of interest. The press release generated 14 local and national clips, and the pop culture angle of the itinerary earned it a mention in the Philadelphia Daily News gossip column.

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