2012 PR People Awards: PR Professional of the Year — Nonprofit 

Winner: Ellen Murphy

Senior Director of Communications, YMCA

Ellen Murphy was a key figure in the revitalization of the YMCA’s organization-wide communications strategy. Under Murphy’s leadership, the YMCA’s local and national media coverage increased and an initiative to bring the YMCA into the digital age was successfully implemented. In fact, Murphy is bullish on digital outreach for 2013. “We have an opportunity to define what engagement means for the Y,” she says. “I’m eager to learn more about the digital space and to explore creative ways in which the Y can involve online communities in our mission.”

Having helped lead the planning and execution of campaigns such as the 160th anniversary of the YMCA and the Y’s Experts Bureau, Murphy is largely responsible for maintaining the integrity of the voice of YMCA brand across multiple platforms. In the 160th anniversary campaign, Murphy solicited Y members to share their personal stories on social media platforms. This personal and testimonial initiative generated more than 1,000 stories about how the YMCA has positively affected individuals.

Murphy has taken the necessary steps to ensure that the YMCA is aware of its ROI, making sure that effective tracking and measurement tactics are in place to show how communications have increased fundraising numbers and membership. —Jamar Hudson

Honorable Mention:

Stacey Karp, Director of Communications, APTS

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