2011 Digital PR Awards – Blog: Organization

Winner: Baylor Health Care System Sammons Says: Viewpoints on cancer prevention, treatment and research

As a leading provider of cancer care, the Baylor Charles A. Sammons Cancer Center felt a responsibility to share its expertise beyond its immediate facility. In an effort to reach existing patients, as well as survivors and their families, the PR team, led by social media manager Ashley Howland, launched the cancer center’s first blog: Sammons Says.

Baylor recruited outside bloggers and staff members to share their expertise to drive the blog as a valuable online resource of cancer information. The launch of the blog coincided with the opening of a new facility in March 2011. In just three months the blog received almost 8,000 views. —RD

Honorable Mentions

Euro RSCG Worldwide PR – The Sisterhood: Recognizing the power of teenage girls as consumers, Euro created “The Sisterhood,” a social media “lab” by, for and about teen girls.

Shift Communications – Slice: The Agency Blog with a Real Bite: Each quarter, a new group of Shift staffers contributes to Slice, which showcases their individual perspectives on PR, social media and staff events and excursions.

USANA Health Services – What’s Up, USANA?: Through a series of blog-driven contests and new content with photos and videos posted daily to the blog, USANA helped generate 125,000 visits and 185,000 page views within nine months in 2010.

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