2012 Nonprofit PR Awards: Internal Publication


Winner: Robert R. McCormick Foundation — LINK: McCormick Foundation Employee Multimedia E-Magazine

After welcoming a new CEO in 2009, the Foundation has been proactive in pursuing a stronger leadership role in order to affect positive change in Chicago. This outward focus required an internal cultural shift—one that encourages collaboration, learning, pride in working for the Foundation and an overall stronger sense of community within the organization.

To that end, the Foundation’s LINK monthly e-magazine for employees has been redesigned to boost interaction and engagement. New features include a video interview series with leadership and employees; a “print view” that enables employees to access it on-the-go; highlighting employees who exemplify the Foundation’s mission; and content generated from the readers themselves—employees who regularly submit photos, videos, stories and news items regarding Foundation recognition, events, activities or programs.
The results can be gauged from the “consumers” themselves—71% of employees find LINK to be a valuable tool and 57% say it has helped connect them to all parts of the organization. And the Foundation isn’t done; it is currently developing an internal social network to drive even further connectivity among its employees. —SP


Honorable Mentions:

Centers for Disease Control and Prevention and Danya International – CDC Connects 
Special Print Edition: The CDC Connects Special Print Edition showcased CDC’s public health work in 2011, and was designed to reward engagement. Staff members who interacted with CDC Connects (blog post, comments) during the year received it as part of an employee appreciation package.

Pentagon Force Protection Agency – The Shield: A special issue marking the 10-year anniversary of 9/11 spotlighted Medal of Valor recipients, covering a luncheon with the heroes and a “where are they now” section. The Shield is so popular among the Pentagon workforce that it is accessible through three Web sites, and via external government and commercial outlets.

 

 




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