PR News’ Platinum PR Awards Luncheon on October 21, 2009 saluted the winners and honorable mentions of the annual “best in PR” program. This must attend industry event, honored the top PR campaigns of the year, the smartest communications initiatives and the people behind them. At the luncheon we also saluted The Best Places to Work in PR and announced our “Best in Show”—the top place to work in each of the three categories.

Congratulations to all the Platinum PR Awards and Best Places to Work in PR finalists!

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View the Platinum PR Special Issue and see profiles of all the winners.
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Best Places to Work in PR Winners

PR News Platinum PR Awards - Finalists 2009



Anniversary Campaign

GE Corporate - GE’s ecomagination anniversary: the next wave

Del Monte Foods/Coyne Public Relations - Milk-Bone Celebrates 700 Dog Years

LEGO Systems Inc./Flashpoint PR, LLC - Go Miniman Go: Tapping Nostalgia to Bolster Adult Affinity for LEGO Brand

Mattel/Ketchum - Barbie Celebrates 50 Years


Annual Report

Cracker Barrel Old Country Store Inc. - Fiscal 2008 CBRL Group Inc.

Bertelsmann AG - Bertelsmann AG Annual Report 2008

CB&I - CB&I 2008: Strength in Numbers

PepsiCo- “We Are Performance With Purpose”



Lion Brand Yarn - The Lion Brand Notebook

Southwest Airlines – Nuts About Southwest

Adfero Group - K Street Café: Serving Up Innovative Ideas

GE Corporate –

Miller Meiers - H&R Block Digits' Economic Stimulus Blog

Holland America Line/NewmanPR - Holland America Blog

Valspar/Peppercom - What's All the Color Buzz?



LEGO Systems, Inc./Flashpoint PR, LLC - Go Miniman Go: Tapping Nostalgia to Bolster Adult Affinity for LEGO Brand

Samsung Telecommunications America/MWW Group  - Samsung Mobile Charging Stations Offer Free Power Boost at Nation's Largest Airports

Siemens Corporation/Weber Shandwick  - The New Broom at Siemens Cleans Up


Cause–Related Marketing

Mac Aids Fund/Weber Shandwick  - The MAC AIDS Fund: Taking Back the Spotlight

Chandler Chicco Agency  - Diet Coke Spreads the Heart Truth

Hard Rock International/Coyne Public Relations  - Hard Rock Café Launches "Imagine There's No Hunger" Campaign


Community Relations

The UPS Store  - Toys for Tots Literacy Campaign

Eczacibasi Group - Eczacibasi Personal Hygiene School Education Program (Turkey)

Howorth Communications – Livewire Launch (Australia)

Pearson Foundation – Jumpstart's Read for the Record Presented by Pearson

Porter Novelli – Sacramento – Valley CAN Tune in and Tune Up

United States Army/Weber Shandwick – Dallas Grassroots Initiative

Western Union Foundation Cone – Western Union’s Our World, Our Family Program 


CSR/Citizenship Reports

Office Depot

Coca Cola Enterprises

General Electric 


Crisis Management

Cubitt, Jacobs & Prosek Communications – The Hijacking of the Biscaglia:  Communicating with Families During a Hostage Crisis

American Airlines & Weber Shandwick – First Bag Fee: American Airlines Takes Action to Combat Unprecedented Rise in Fuel Costs

Media & Communications Strategies LLC – Saving American Manufacturing

Pacific Gas and Electric Company – January 2008 Storm Response

Vectren Energy Delivery – Vectren's Response to Major Winter Storms



The Marcus Group Inc. – As a for-profit, Horizon will have even less inclination to care

First Marine Expeditionary Force/USMC – "Winning in Anbar"

Ogilvy PR – Our Energy, Our Future

Roche/Fleishman Hillard – CEO Byline Reaches C-Suite Executives with Antiviral Stockpiting Message, Drives Web Traffic

Sage Communications – Into the Deep: Educating the Market on an Emerging Deep Packet Inspection Technology with Contributed Columns


Employee Relations

Deloitte – Greening the Dot

American Express – Ed's Blog Creating Corporate Dialogue at American Express

Edison International/Gagen MacDonald – All Systems "Go": Preparing 17,000 Employees for the Largest ERP Implementation in Utility History

Edison International/Gagen MacDonald – Inspiring Values-Based Performance: Edison International’s Chairman’s Award 

Entergy Corporation - Entergy's Community Connectors Relaunch

Siemens AG - It’s All About People

Time Warner Cable – Channel You: Where TWC Tunes In

Worthington Industries and Fahlgren Mortine – Changing Employee Behaviors & Perceptions to Become One of America's Safetest companies


Event Marketing

Deveney Communication – Only in Louisiana: A Celebration of Music, Culture and Business

Celebrity Cruises and Emanate PR – Celebrity Solstice Sets Sail

Hampton Hotels/Cohn & Wolfe – Hampton Save-A-Landmark

Humana/Coyne Public Relations – Share and Share a Bike: Humana Brings Bike Sharing to the Masses

Ogilvy – Margarine Gets Back into the Game with the Promise Cardio Kick-Off

Pennzoil/Shell/Coyne Public Relations – Pennzoil Platinum Poker Challenge


External Publication Public Relations – Monthly Measuring Cup Consumer Trend Report

Analytical Graphics Inc  – AGI's March 2009 Inview

BP Energy Company  – BP Entergy Insights

McCormick Company - Pioneer GrowingPoint® magazine

Pepco Holdings, Inc. – Powering a Sustainable Future: 2008 Pepco Holdings Inc. Annual Enviromental Sustainability Report

Queens Library – Enrich Your Life


Financial/Investor Relations

Hill & Knowlton  – HP & EDS: Becoming One HP

Bank of America/Emanate – Bank of America Student Banking Wise Upperclassman Campaign

CCG IR – Making Pigs Fly: China's Leading Pork Processor Shines in 2008 Despite Global Market Meltdown

Ogilvy PR – Spin-Off & Initial Public Offering on NASDAQ

The Coca-Cola Company/FD – Managing Ahead of the Curve: The Coca-Cola Company


Global PR Campaign

Weber Shandwick - Honeywell – Nobel Laureate Lecture Series Inspiring the Next Generation of Scientists Today

Alpaytac – 5th World Water Forum Global Public Relations Campaign

Burson-Marsteller – SAP Business Suite Launch: Modular Software Solutions to Help Companies Compete in the New Business Reality

Financial Times - Global Promotion of

Microsoft Corp./Waggener Edstrom Worldwide - Shining a Spotlight on the Global Problem of Software Piracy

Ogilvy PR - Emerging from the Shadows: Raising IHS's Star Power & Brand Visibility

Tourism Australia - Tourism Australia: Australia the Movie leverage PR campaign


Green PR

RF|Binder Partners Inc. – Bank of America: Environment as Business Opportunity

Exelon Corporation - Exelon 2020: A Low-Carbon Roadmap

Omni Hotels/Weber Shandwick – Omni Hotels Hangs Up on Phone Books

World Wildlife Fund/Creaxion – WWF’s Earth Hour 2009: A Global Statement on Climate Change


Internal Publication

DaVita Inc. – DaVita Magazine: Stories of the DaVita Village

General Electric Company - Company-Wide Intranet Redesign

Bayer HealthCare Pharmaceuticals/MS&L – Perspectives: The Magazine for Employees of US Commercial Operations

Con Edison – HealthMatters

Latham & Watkins LLP - "Latham News"

Pepsi/Epsilon - Pepsi Post-Campaign Results – Internal Email Communication

Unum - One Magazine Fall 2008


Marketing Communications

American Legacy Foundation/the ad*itive - truth Orange Summer Tour 2008

GE Corporate - Plug Into the Smart Grid

CafePress - Sport Your Support: CafePress Campaign for Political Expression from Primaries to Presdency

Unilever-Suave/Weber Shandwick – Suavenomics: Living Beautifully for Less


Media Event

Paine PR – Duracell Power Lodge

Frause – Starbucks Turns Seattle RED for the Holidays

Ruder Finn West – Making a Big Splash for the Sony VAIO Graphic Splash Notebook


Media Relations

IKEA/MWW Group – Americans Embrace Change With IKEA

American Airlines/Weber Shandwick – Surfing at 30,000 Feet: American Airlines Launches In-Flight Internet

Hill & Knowlton – HP & EDS: Becoming One HP


Multicultural Campaign

IQ Solutions/The National Institute on Drug Abuse – "After the Party" Campaign

Honeywell/Weber Shandwick – Honeywell Initiative for Returning Engineers

Images USA – Pullman Porters Tribute

Porter Novelli Sacramento – Valley CAN Tune In and Tune Up

Revolucion - HBO Latino Breaks Out

Weber Shandwick Dallas – Susan G Komen for the Cure's Circle of Promise Campaign

Yum Brands/Career Sports & Entertainment – 2008 Kentucky Fried Chicken Pride 360


On a Shoestring Campaign

Good Samaritan Hospital Dayton – Introduction to Careers in Health Sciences

ACA International – Ask Doctor Debt

Chicago Office of Tourism – Chicago: A Great Urban Adventure/"Staycation" Media Relations Initiative


Online Communications

Cone Inc – Alpo Real Meat Moments

Edelman Washington D.C. – American Petroleum Institute (API): Energy Tomorrow Through Online Advocacy Today

APCO Worldwide – 3TIER's "REmapping the World" Campaign

Cercone Brown & Co. – America's Least Wasteful Cities

Creative Co-Op LLC - American Water 2008 Annual Report

Peppercom – 2008 Nikon Small World Photomicrography Competition

Waggener Edstrom Worldwide Inc. Portland - Introducing Windows 7: The Touchy Feely OS



Cosmopolitan StarLaunch – The Search for the Next Fun Fearless Female Rockstar

Edelman Washington D.C. – American Petroleum Institute (API): Energy Tomorrow Through Online Advocacy Today

First Marine Expeditionary Force/USMC – "The Anbar Web Report"

Lion Brand Yarn – YarnCraft Podcast


Press Release

Boost Mobile – $50 Monthly Unlimited

American Chemical Society – ACS Weekly Press Pac

GolinHarris International/Nintendo of America – Nintendo's Sleight of Hand

Volume Public Relations – From 15 to 15,000


Pro Bono Campaign

Community Food Bank of New Jersey/Coyne Public Relations – "We Can't Let this Bank Fail" 

ALO Cultural Foundation/Unique Image Inc. – The Miracle of Hussein/Frasier Syndrome Awareness

Qorvis Communications LLC – '"Power of Music" for YouthAIDS

The Stafford Foundation/DCI Group – The People's Inaugural Project


Product Launch

GolinHarris International/Nintendo of America – Wii Fit Gets America Moving

Boost Mobile – Boost Mobile Monthly Unlimited

GolinHarris/Burrell Communications/IW Group/VPE Public Relations - What Came First? Getting America Buzzing About McDonald’s Southern Style Chicken

Greater Houston Convention and Visitors Bureau – Launching Houston CityPass

Rational 360 – Bright Automotive Announces the IDEA


Public Service Announcement (PSA)

Population Services International/Weber Shandwick – World Water Day Video Series

Alembic Health Communications – Making Menengitis Matter: Real People, Real Struggle, Real Change

American Health Information Management Association – Personal Health Record Consumer Education Campaign

FDIC– The More You Know, The Safer Your Money

Intrepid Agency – Litter Hurts

Shire/Porter Novelli New York – Adult ADHD is Real


Public Affairs

Ogilvy PR – Making America Flood Smart: Reducing the Risk & Impact of Floods

Adfero Group – Mobilizing the AMA’s Patient Action Network to Preserve Access to Care

Air Transport Assoc/Xenophon Strategies – Stop Oil Speculation Now

National Association of Broadcasters – DTV Transition Public Affairs Campaign

Ogilvy PR – No on Proposition 4 Campaign



Underwriters Laboratories/MS+L – Just Look for UL

Computer Systems Center Inc. – CSCI Rebranding Campaign

Golfweek – [RE] Branding Golfweek

Ogilvy PR – Find Your Slim

Pulse Communications Pty Limited – Launching the first Museum of Australian Democracy

TD Bank– TD Bank Rebranding Campaign


Research & Measurement

The Coca-Cola Company/FD – Managing Ahead of the Curve: The Coca-Cola Company

Cramer-Krasselt/Meredith – The Gamma Factor: How a Publishing House Tapped into Their Core Audience – Empowered Women

KDPaine & Partners/USO – Designing and Implementing the Perfect Measurement System

McDonald's Corporation/Gagen MacDonald – Leadership Communications Assessment: Driving Leadership Behaviors that Accelerate Execution of the Plan to Win

Ogilvy – Influencer Mapping: Bring Structure and Measurement to Influencer Engagement

Ogilvy – Making America Flood Smart: Reducing the Risk & Impact of Floods

Pleon – PLEON PERFORMEDIA - Measuring the ROI of PR


Satellite Media Tours

Rasky Baerlein Strategic Communications – A Pivotal Meeting with Pope Benedict XVI

Consumer Electronics Association/GLA Communications- CEA Digital Answer Man Tour

First Marine Expeditionary Force/USMC - "Hometown Heroes"

Goodyear Tire & Rubber Company/Coyne Public Relations – Goodyear "Get There" Awards

Ogilvy PR – Preparing the Midwest for the Worst


Social Media Campaign

CNN – Inauguration Collaboration

Citi Cards/TMG Brand Communications – Moving Citi Forward

Miller Meiers – H&R Block Social Community (

Ogilvy PR Worldwide – Voices of the Olympics

Zeno Group – Now You’re Tweeting


Video Program

Academy for Education Development - Why Flu Vaccination Matters: Personal Stories from Families Affected by Influenza

CRT/tanaka – Vibrant Rioja Documentary: Traditions & Innovations at the Frontiers of Flavor

General Electric Company – You Are Extraordinary

Microsoft Corp./Waggener Edstrom Worldwide – Putting Transparency Into Practice with "Ask the Gu"

Pleon – Values – We Say It, We Mean It


Web Site

Miller Meiers - H&R Block Social Community (

Ogilvy PR - YAZ : Step Up and Go Beyond

Edelman Washington D.C. – American Petroleum Institute (API): Energy Tomorrow Through Online Advocacy Today

ExcelPR Group - BakeSpace Goes Hollywood

GE Corporate: Plug into Smart Grid

Samsung Electronics America/MWW Group – MWW Group makes Samsung Newsroom the Go-To Resource for Media & Consumers


Word of Mouth/Viral Campaign

Rocket XL/Unifem – Rocket XL and UNIFEM Say No to Violence Against Women

GS&F – Titans Code Blue

Mom Central – Mom Central Feld Family Activator

GolinHarris/National Turkey Federation – Talking Turkey on Facebook


Wow! Award

Deloitte – How Green is Your Footprint?

Chevy/Weber Shandwick Detroit – Chevy Aveo5 Livin' Large College Cab

GE Corporate: Plug into Smart Grid

Grand Central Marketing/Del Monte Foods – Meow Mix Think Like a Cat Game Show

Waggener Edstrom Worldwide Inc. Portland - What's on your mind? Now anyone can decipher Twitter discussion with the help of twendz!



Small PR Firm of the Year


Adfero Group

Alpaytac Inc.


Merritt Group




Midsize PR Firm of the Year


Allison & Partners

Makovsky & Co.

MWW Group



Large PR Firm of the Year

Ogilvy PR


Fleishman Hillard

Waggener Edstrom Worldwide, Inc.

Weber Shandwick

Best Places to Work in PR Winners



  • Best In Show: Boehringer Ingelheim Pharmaceuticals, Inc. 
  • Best Buy Co., Inc. 
  • Chesapeake Energy Corporation
  • Cisco
  • Discovery Communications
  • First Horizon National Corp
  • Pfizer
  • State Farm Insurance
  • Symantec
  • Turner Broadcasting Systems



  • Best in Show: Text 100
  • APCO
  • Carmichael Lynch Spong
  • CJP Communications
  • Cohn Marketing
  • Marina Maher Communications
  • MWW Group
  • Sterling Communications
  • Waggener Edstrom
  • Weber Shandwick



  • Best in Show: Kaiser Permanente
  • American Red Cross
  • Children’s Home Society of Florida
  • Cleveland Metropolitan School District
  • Georgia Tech Research Institute