2014 PR People Awards: Media Relations Professional of the Year

Winner: Ronna Waldman, Health and Wellbeing Media Specialist, Marina Maher Communications

In 2014, Ronna Waldman expanded the universe of traditional, digital and social media coverage beyond what anyone thought was possible for client P&G as worldwide sponsor of the 2014 Winter Olympic Games. The goal was to pull through strong P&G messaging as the “proud sponsor of Moms” in top media through interviews, branded messaging and content.

Waldman mapped out a U.S. media strategy that ensured each reporter had unique and customizable content-rich story angles and interviews with P&G-sponsored athletes and moms. Globally, the campaign delivered 11.12 billion earned impressions and achieved 73% brand inclusion and a huge return in purchase intent. There were 31+ million views of the company’s digital assets—nearly double the amount for the 2012 Olympic Games—with 35% of those views driven by earned media (the average earned media views for P&G is 5%).

When the Olympic games wound down, Waldman’s team was praised by a senior client for its drive and leadership in “thinking big, acting quickly and driving great branded content,” citing segments from Good Morning America as the key example of how this was brought to life.

On another recent campaign, Waldman and her team generated more than 38 million impressions in one week—including two Today placements—for Kimberly-Clark’s Depend brand and its Drop Your Pants for Underwareness campaign to help break down the stigma associated with bladder leakage.

Honorable Mentions:

  • Travis Culver, Tyler Barnett PR
  • Jennifer DeGuzman, National Geographic Channel
  • Robert Nihen, KPMG
  • Felix Schein, RALLY
  • Tracy Zampaglione, Orange County Library System