Special Issue: Platinum PR Award Winners: 2002 Platinum PR Award Winners Raise PR Bar


Sound communications can accomplish just about anything, from inspiring employees, to bringing much-needed healthcare to children and the elderly, to saving lives. In this special issue of PR NEWS, we prove it in the profiles of our 20 remarkable 2002 Platinum PR Award winners. We know you'll agree after reading this issue that these campaigns and individuals have set new standards for public relations excellence. Find out how Verizon communicated with stakeholders including President Bush and local customers in the wake of the devastating damage inflicted by the Sept. 11 attacks. Learn how Lowe's ongoing campaign for home safety awareness saved a 6-year-old girl and her family when their house caught fire. Check out the "hog-wild" tactics Hill and Knowlton employed when marketing a new beard trimmer to 500,000 bikers. And get a replicable model for streamlining your internal communications from IBM's Market$hare, an internal pub that has saved IBM $5 million in its first year alone. In fact, each of our campaigns offers a lesson in outstanding communications, with great strategies and tactics for you to apply to your own PR campaign. PR NEWS congratulates the 20 winners and 41 honorable mentions who were recognized in person at our Sept. 25 awards ceremony in New York City. 2002 Platinum PR Award Winners Annual Report: SC Johnson Application Research & Measurement: Golin/Harris International (Asia) Cause-Related Marketing Campaign: Golin/Harris International Community Relations Campaign: Dome Communications Crisis Management Campaign: Verizon Employee Relations Campaign: PNC Financial Services Group Event Marketing Campaign: Hill and Knowlton External Publication: Northwestern Mutual Financial/Investor Relations Campaign: Vollmer Public Relations Global PR Campaign: APCO Worldwide Internal Publication: IBM Americas Marketing Communications Campaign: General Mills with Padilla Speer Beardsley, Inc. Media Event: Haberman & Associates Media Relations Campaign: Weber Shandwick Multicultural Campaign: rbb Public Relations Product Launch Campaign: Chandler Chicco Agency Public Affairs Campaign: Weber Shandwick Worldwide PSA Campaign: The Robert Wood Johnson Foundation Web Campaign: The Hoffman Agency PR Innovator of the Year: Doug Dome, Dome Communications, President and CEO Honorable Mentions - Annual Report: Port of San Diego, "A Port with No Borders," Tellabs, "Tellabs 2001 Annual Report" Application Research & Measurement: Ruder Finn, "Ruder Finn Launches Infonet I?: Creates a Global Market Leader;" Northwestern Mutual, "Generation 2001 - The Second Study" Cause-Related Marketing Campaign: Patrice Tanaka & Company, "Liz Claiborne 2001 Women's Work Program;" National Center for Tobacco-Free Kids, "Campaign for Tobacco-Free Kids" Community Relations Campaign: Prudential Financial Inc., "Global Volunteer Day;" Continuum Health Partners, "A Partnership in Fostering Men's Health;" University of Colorado Health Sciences Center, "CU Mini Med School" Crisis Management Campaign: APCO Worldwide, "Media-Most, Freedom of The Press in Russia" Employee Relations Campaign: New York City Department of Housing and Preservation, "9/11" Event Marketing Campaign: The National Association for Music Education, "A Kids' Party on Capitol Hill;" American Academy of Orthopaedic Surgeons, "eMotion Pictures: An Exhibition of Orthopaedics in Art" External Publication: Virtua Health, "Virtua HealthSavvy;" Patrice Tanaka & Company, "Liz Claiborne 2001 Women's Work Program" Financial/Investor Relations Campaign: Prudential, "Taking Prudential Public: Prudential's Demutualization;" Weber Shandwick Singapore, "Communicating the Takeover Offer for Keppel Capital Holdings Ltd." Global PR Campaign: Dittus Communications, "Piracy Sweeps Week" Internal Publication: Lexmark International, "Getting Lexmark's PS&SD in the Loop" Wellpoint, Wellpoint Employee Newsletter Marketing Communications Campaign: Environics Communications, "The Dunlop 'Tired of Your Name' Challenge;" Dome Communications, VOX Vodka: "Shakin' Up Events Coast to Coast" Media Event: Richard French & Associates, Wrangler and PRCA - "Rodeo's Rising Stock;" Phase Two Strategies, SRI International: 55 Years of "Crazy, Amazing Stuff;" MasterCard International, March to the Arch Media Relations Campaign: Warschawski Public Relations, "Shabbat Across America;" Jill Allread, APR, Public Communications, Inc., Shedd Aquarium's "Oceanarium Turns 10;" Manning, Selvage & Lee, "IBM Brings Technology to Life" Multicultural Campaign: Durazo Communications, "Chicano;" Richard French & Associates, "Central Intercollegiate Athletic Association" Product Launch Campaign: Expertcity, Inc., "GoToMyPC;" Buck & Pulleyn, "PureVision 30-Day Contact Lens Launch" Public Affairs Campaign: Robert Wood Johnson Foundation, "Covering the Uninsured" PSA Campaign: National Association for Music Education, "Why Music?" Illinois Energy Association, "Safe Electricity" Web Campaign: Chandler Chicco Agency, "Holiday Illness Got You Down?" The Robert Wood Johnson Foundation, "Covering The Uninsured" PR Innovator of the Year: Sandra Gordon, Director Public Education & Media Relations, Academy of Orthopaedic Surgeons

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