Michelle Alvarez, Senior Manager, AARP Media Relations
As the lead communications contact for AARP's media strategies, Michelle Alvarez has positioned the organization as the go-to resource for members of the 50+ demographic. Her
leadership prompted many of the AARP's franchises to grow into powerhouse lifestyle and entertainment brands, including Life @ 50+, Movies for Grownups and the Inspire Awards
events.
Among Alvarez's many professional highlights this year is the top-tier media coverage she garnered for AARP The Magazine's May/June 2008, for which Jamie Lee Curtis posed on
the cover--topless. The campaign proved to be a defining moment for the magazine brand, garnering more than 410 million media impressions and even catching the attention of Oprah
Winfrey.
Her outstanding work and leadership skills have earned her the respect of peers. According to Adam Sohn, AARP's director of media relations, "Michelle has played a critical
role in leading AARP's media effort into territory that was once deemed 'nontraditional' by the organization."
Honorable Mentions
Shane Peck, MoDOT Community Relations Director, Missouri Department of Transportation--Shane's success in leading his organization's community relations efforts prompted the
American Associate of State Transportation Officials to name him the 2008 PR Professional of the Year out of all 50 states' transportation departments.
M. Shawn Farley, PR Manager, American College of Radiology--Farley's PR prowess helped his institution achieve one of the most productive years in its 100-year history, aiding
critical advances in advocacy, clinical research and patient safety.
Scott Hippert, PR Director, Virginia Early Childhood Foundation--Hippert's work ethic and winning personality has made him a publicity guru when it comes to generating
headlines and support for young children throughout Virginia.