2010 PR People Awards: CSR Leader of the Year

Winner: Eric Edge

Global Chief Communications Officer, Euro RSCG Worldwide

Eric Edge’s cutting-edge CSR campaigns have brought together today’s world leaders and given a voice to tomorrow’s. In early 2010, Edge led efforts for the first-ever One Young World Summit, which drew nearly 1,000 young people to London to address major issues alongside Kofi Annan and Desmond Tutu. More than 250 stories about the summit appeared globally in such outlets as CNN, Al Jazeera, The Wall Street Journal, Le Figaro and the Economic Times of India.

Edge was also instrumental in communications efforts for the TckTckTck climate change campaign, which included the release of a music video download that served as a digital petition. Edge’s team delivered more than 2,000 campaign placements globally—an estimated media value of $30 million. —SVC

Key PR lesson in 2010: “The old rules of PR don’t apply. Don’t underestimate the power of social media to make or break a brand.”

Honorable Mentions:

Ulviya Hasanzade, Corporate Communications and CSR Head, Azercell Telecom

By establishing key contacts with the Azerbaijani government, Ministry of Education and UNICEF, in 2009 Ulviya Hasanzade led effective initiatives for renewable energy as well as three major projects on children’s issues that have strengthened the child care system in Azerbaijan.

Marie Yarroll, Senior Manager, Public Relations, Best Western

Marie Yarroll developed a partnership with World Vision that relied on Best Western’s member hotels and corporate staff for charitable donations. The result was the monthly sponsorship of 500 needy children, more than $400,000 raised and priceless PR value for the hotel chain.