2008 PR News Platinum PR Issue Winner: Editorial/Op-Ed


The winners and honorable mentions in this year's PR news Platinum PR awards issue exemplify the most innovative approaches to redefining traditional PR with anything-but- traditional strategies. From a marketing communications effort that united a country over the search for the stars of a 1950s TV commercial to an event that landed a flock of pink flamingos around the windy city, the following winner confirms that the PR profession has indeed stepped out from the shadows to take a front-and-center role in delivering business results to their own organizations, and to their clients. Below is the winner of the 2008 PR News Platinum PR award for editorial/op-ed.

Roche and Fleishman-Hillard

CEO Bylined Editorial Reaches Corporate Audience with Pandemic Preparedness Message

Hofmann-La Roche Inc. (Roche) CEO George Abercrombie says that one thing keeps him up at night: the fear that a deadly pandemic flu will hit and millions will need the Roche- produced antiviral flu medication Tamiflu, but the need would be impossible to meet. Collaborating with the federal government to build a Strategic National Stockpile (SNS) was one step in allaying that fear, but the Abercrombie-led company needed to do more to fill the gap. The solution: Calling upon the business community to play an integral role in national pandemic preparedness and response by developing pandemic plans.

To reach the niche audience of C-suite executives, the communications team at Roche decided that leveraging Abercrombie's unique expertise in pandemic planning via a bylined article would be the most strategic way to achieve that goal. Partnering with Fleishman-Hillard, the team closely monitored media coverage of corporate preparedness to identify possible news hooks.

Contagious Messaging

Once the hook had been identified, the team worked with Abercrombie to craft a newsworthy and factual piece that communicated key messages, including:

·         Businesses need to play a role in pandemic planning.

·         The health and human services plan identifies preparedness roles for the public, private and nonprofit sectors.

The team targeted publications that influence a senior corporate audience, ultimately landing placement in investor's business daily. The piece subsequently led to additional media outreach efforts.




Comments Off

Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prnews-measurement-conf-175x135-static

Join us on November 20, 2014, for PR News’ essential PR Measurement Conference, taking place at the Hyatt Regency Chicago. Commit now to grounding all of your PR efforts in metrics that connect to organizational goals and prove value that communications makes in thriving b2c and b2b companies, nonprofits and professional associations.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.