2010 PR People Awards: Digital Communications Leader of the Year

Winner: Mary O’Connell

Global Director Digital and PR, The Clorox Company

Mary O’Connell’s integrated communications strategy spans all Clorox products—from Clorox Liquid Bleach to Brita Water Filters to the Hidden Valley Ranch brand. Her tenure there has led to a number of digital firsts, including the company’s first Facebook and Twitter pages, the first comprehensive search marketing initiative and a makeover of the Clorox Web properties. In the last 12 months, O’Connell has grown the company’s Facebook page from 31,000 fans to 118,000, a 500% increase.

Her efforts to provide great digital content for mothers—including programs like Say “Boo!” to the Flu—led mom bloggers to name Clorox a “most respected brand.” O’Connell’s Connect Kids to Care charity campaign with the Children’s Health Fund resulted in thousands of donations and increased engagement with the brand. O'Connell's decision to combine the digital and PR functions have resulted in the group becoming one of the most powerful within Clorox, earning O'Connell the Clorox Leadership Award in 2009. —SVC

Honorable Mentions:

Chris Perry, President, Digital Communications, Weber Shandwick, New York

Under Chris Perry’s leadership, WS’ digital practice expanded it’s business 30% in 2009, adding such clients as HP, PepsiCo, MySpace and Samsung.

Holly Potter, VP of Public Relations, Kaiser Permanente

Holly Potter’s leadership in the digital space has resulted in vibrant social media communities and KP campaigns with robust digital components, including blogger outreach, video and Twitter.