View the Special IssuePR News saluted the Platinum PR Awards winners and honorable mentions on October 2, 2008 at the Grand Hyatt in NYC. This sold-out event, honored the the top PR campaigns of the year, the smartest communications initiatives and the people behind them. The Platinum PR Awards had a record number of entries this year: more than 1,000.

The luncheon was filled with excitement from the award winners, great food and entertainment!

Click here to view photos from the luncheon.


PR News Platinum PR Awards - 2008 Winners and Honorable Mentions

Sponsored By:

Burrelles LuceckprMedia LinkNAPSDS Simon ProductionsWeber ShandwickCOMMCORE

Anniversary Campaign

Ogilvy PR Worldwide for Bringing Style to the Surface with DuPont Corian

Communications Strategies, Inc. for Plan B: Reinvigorating Interest Around Dual-Label One Year Anniversary

Neiman Group with the The M.S. Hershey Foundation for Happy 150th Birthday, Mr. Hershey!

PC Magazine and The Rosen Group for PC Magazine 25th Anniversary Campaign

Seattle City Light for Seattle City Light Boundary Dam 40th Anniversary

Weber Shandwick and Susan G Komen for the Cure for Susan G Komen for the Cure's 25th Anniversary


Annual Report

Cable Positive and the watsons for 2005-2006 Cable Positive Annual Report

The Soap and Detergent Association and Ogilvy Public Relations Worldwide for Getting the Dirt: 2006-2007 Annual Report

Sutter Health for 2006 Interactive Online Annual Report

The Coca-Cola Company and Methodologie for The Language of Refreshment

The Lubrizol Corporation and Dix & Eaton for There has never been a better time to be a market leader in specialty chemicals

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Southwest Airlines for Nuts About Southwest

Ford & Harrison LLP and Hellerman Baretz Communications LLC for “That's What She Said”

Sony Electronics Inc. for Sony Electronics Blog

U.S. Department of Health and Human Services and Ogilvy Public Relations Worldwide for HHS Pandemic Flu: Creating a Symphony of America's Leaders

Weber Shandwick for PR Exec's Blog Puts the Squeaky in Clean

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GE for the German brand activation campaign : The straw

eBay Inc and Kaplow for If It's Not On eBay, It's Not Pop Culture

Gale Group Advertising & Public Relations for Hanky Panky Glam Girl

McDonald’s Corp/Morgan&Myers for McDonald's Moms' Quality Correspondents

Procter & Gamble and Manning Selvage & Lee (MS&L) for Febreze & Swiffer- Spring 2007 Allergen Program

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Cause-Related Marketing

Lexus, Scholastic and Ferris Communications for The Lexus Environmental Challenge

American Heart Association Food Certification Program for “Download to Mobile” Launch

American Kennel Club for 2007 Dog Lovers Barking Up Wrong Tree/Online Puppy Scam Alert

Cooney Waters Group for 2007-2008 Faces of Influenza Campaign

DeVries PR for Olay Skin Cancer Takes Friends

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Community Relations

Pulse Communications for BlueScope Steel Tank a Day Challenge

Edelman for Business Roundtable - Partnership for Disaster Response

Strategic Objectives and M&M Meat Shops for M&M Meat Shops National Family Dinner Night

Honeywell for FMA Live!

Festive Light Exchange Program for Toronto Hydro-Electric System Limited

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Crisis Management

JetBlue Airways for JetBlue Airways’ Operational Crisis of February 2007

Citigate Cunningham for Citigate Cunningham-Keeping a Company Relevant During Acquisition by Industry Rival

Dalhousie University for When Facebook Attacks

Mattel, Inc. with Weber Shandwick for A Summer of Recalls: Mattel Responds to Toy Safety Concerns

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Roche and Fleishman-Hillard for CEO Bylined Editorial Reaches Corporate Audience with Pandemic Preparedness Message

Big Ten Network for Big Ten Network Distribution Campaign

GEO2 Technologies for A Drive Toward Fuel Economy

Mattel, Inc. with Weber Shandwick for A Summer of Recalls: Mattel Responds to Toy Safety Concerns

Pivotal Resources/Citigate Cunningham for Naming and Claiming the Change Leadership Space

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Employee Relations

U.S. Department of Veterans Affairs for South Texas Veterans Health Care System “Go for the Blue” Campaign

Deloitte and MWW Group for Deloitte Film Festival First Ever Employee Generated Initiative

The Dow Chemical Company and Insidedge for Bringing the Human Element to Life

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Event Marketing

AirTran Airways and CKPR for AirTran Airways Gets Chicagoans to FlaminGO to Florida

7-Eleven Inc. and Public Relations Consultants Group for 7-Eleven “Simpsons” Campaign with PRConsultants Group


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External Publication

Latham & Watkins LLP for 2007 Pro Bono Annual Review

General Electric for GE Citizenship Report

Heritage Auction Galleries for Greetings from Florida

The Port Authority of New York & New Jersey for 2008 Port of New York and New Jersey Guide

Travel Portland for Travel Portland Magazine

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Financial/Investor Relations

Aflac and Fleishman-Hillard for Aflac Gives Shareholders a “Say on Pay”

CCG Investor Relations for HQ Sustainable Maritime Industries

Lambert, Edwards & Associates for Spartan Motors Industry Outlook Event

Richard Ramlall for RCN Investor Relations

The Estee Lauder Companies, Inc. and FD for Optimize Diversify Grow - Enhancing an Investment Story and Driving Valuation

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Global PR Campaign

FM Global and Ogilvy Public Relations Worldwide for FM Global: Managing Business Risk Around the World

Financial Times Global Communications Team for Financial Times Global PR Campaign

Hill & Knowlton for Making the World a Better Place

Kaplow and the Blue Planet Run Foundation for Around the World in 95 Days: The 2007 Blue Planet Run

The Red Consultancy for Red Consultancy's Campaign for McAfee's Virtual Criminology Report

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Green PR

Weber Shandwick and Unilever for “GO GREEN & SMALL WITH 'ALL'®“

City of Arlington, Texas for What is Your Clean Air IQ?

Entergy Mississippi, Inc. for Generation E

General Electric for “Green is Universal” Two Year Anniversary of GE's ecomagination

Pacific Gas and Electric Company for PG&E - The Nation's Leading Green Utility

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Internal Publication

AOL LLC for AOL Today

Dominion for Connect Magazine

Goodwill Industries of Middle Tennessee, Inc. for Goodwill: “Living the Mission”

Peabody Energy

Toyota Motor Sales, USA for Driver's Seat

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Marketing Communications

Pulse Communications for The Happy Little Vegemites: Where Are They Now?

American Heart Association Food Certification Program for “Download to Mobile” Launch

Cone for American Heart Association's Start!

Massachusetts Mutual Life Insurance Company & Mullen for Retirement Revolution

Publicis Consultants|PR for Get on Par with Prostate Cancer

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Media Event

Allergan, Inc. and Chandler Chicco Agency for “Moment of Truth” Obesity Health Education Campaign

Florida Power & Light Company and rbb Public Relations for Extreme Home Energy Makeover, Florida Power & Light Style

Staples, Inc. and Weber Shandwick for Staples: First-Ever Back-to-School Fashion Show

Weber Shandwick and MilkPEP for Chocolate Milk: Official Drink of Halloween PR

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Media Relations

Rogers & Cowan for Making QuakeCon 2007: The Woodstock of Gaming

Florida Power & Light Company and rbb Public Relations for “FPL's Storm Secure Program Leaves Hurricanes in the Past”

Nintendo of America and Golin Harris for Gray Gamers Go Wild for Wii

Procter & Gamble and Manning Selvage & Lee (MS&L) for Febreze Candles - Bringing P&G Back to its Roots

Vantage Communications for “March Madness Slam Dunk Campaign”

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Multicultural Campaign

Valencia, Perez & Echeveste PR for McDonald's College Workshop Program

Abbott and the Magic Johnson Foundation/Fleishman-Hillard Inc. for “I Stand with Magic” - Addressing the Rise of HIV Among African Americans

Comunicad for AARP Feria de la Segunda Juventud

Resolute Consulting for Traffic Safety Matters

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Online Communications

AirTran Airways and CKPR for AirTran Airways Puts a New Spin on “EweTube”

Cone for Jockey International Inc. Launches and

D S Simon Productions for Behind the Scenes Making of the Macy's Thanksgiving Day Parade® Balloons

Shell and Edelman Los Angeles for Shell V-Power Street Challenge Online Game

LIME Public Relations + Promotion for Mrs. Fields & iVillage Search for the 30th Anniversary Cookie Contest

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Converseon for Lion Brand YarnCraft Podcast

Department of Veterans Affairs/Office of Public & Intergovernmental Affairs for VA News “On-Location in Bay Pines, FL” - Week of April 21, 2008

Medialink Worldwide for Rias Baixas Wine Video Podcasts

The American Institute of Certified Public Accountants for Feed the Pig Podcast Series

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Press Release

DIY Network for Blog Cabin

Direct Energy for Vampire Electronics Halloween Media Campaign

Canadian Library Association for Concerned About Copyright

PR Newswire Association LLC for MultiVu Creates MNR to Help Charmin and MS&L PR Re-open The Luxury Times Square Public Restrooms for 2007 Holiday Season

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Pro Bono Campaign

Racepoint Group, Inc. for Give One Get One: One Laptop per Child

BlueCurrent Public Relations for United Cerebral Palsy Elvis Run

Latham & Watkins LLP for Pro Bono Reform of California's Juvenile Justice System

The Tug McGraw Foundation/Ritz Communications for “Ya Gotta Believe: Together We Will Make a Difference”

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Product Launch

M Booth & Associates for “I Can't Believe It's Not Butter! Mediterranean Blend Launch”

Echo Media Group for Echo Media Group Turns Up the Heat for Bertazzoni

GlaxoSmith Kline Consumer Healthcare and HealthStar Public Relations for Sparking a Weight-Loss Revolution: The Launch of alli

Häagen-Dazs Ice Cream for From the Front Door to the Store Floor with “No Reservations”

InkHouse for Myvu: The Leader in Video Eyewear

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Public Affairs

Racepoint Group, Inc. for Bridging the Digital Divide - One Laptop per Child

Crosby-Volmer International Communications and the National Association of Broadcasters for DTV Transition Consumer Education Plan

Edelman, Digitas and AstraZeneca for US AGAINST ATHERO

life:) for To Help Is So Easy

Xenophon Strategies for Virgin America's Fight to Fly

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Public Service Announcement (PSA)

The American Institute of Certified Public Accountants and The Advertising Council for Feed the Pig PSA Campaign

Cable Positive and the watsons/Lookalike Productions for We Have Work To Do PSA Campaign

California Integrated Waste Management Board for Auto Debunkers: 3,000 Mile Myth Campaign

Internal Revenue Service & Porter Novelli for Iris: The Voice of Reason for Tax Season

Weber Shandwick and National Marrow Donor Program for Be the One to Save a Life

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Dunkin Donuts and RF|Binder Partners for “Brewing” Brand Awareness in a Highly Competitive Environment

7-Eleven Inc. and Public Relations Consultants Group for 7-Eleven “Simpsons” Campaign

McDonald's USA and GolinHarris/TBA Global/Arc Worldwide for McDonald's Live: An Integrated Marketing and Communications Platform to Connect with Young Adults

Touro Infirmary for Touro Rebranding Campaign

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Research & Measurement

Porter Novelli, Hewlett Packard, The Bivings Group for HP Watch: A Swiss Army Knife for Measurement and Evaluation

Burson-Marsteller and Hormel Foods for Hormel Foods' 2007 Hormel Hunger Survey

CDW Corporation and O'Keeffe & Company for CDW Windows Vista Tracking Poll - Phases I, II, and III

Shell Oil Company and Burson-Marsteller for National Dialogue on Energy Security

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Satellite Media Tours

Weber Shandwick and Susan G Komen for the Cure for The State of Breast Cancer SMT and RMT

D S Simon Productions and State Farm for The 50 Million Pound Challenge

Wachovia Corp. and Rojo Marketing for Wachovia Satellite Media Tour: America Saves Week

Whirlpool Brand and Peppercom Inc. for The Dirty Job of Laundry

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Social Media Campaign

Cone for Jockey International Inc. Launches and

Deloitte and MWW Group for Deloitte Film Festival First Ever Employee Generated Initiative

Medialink Worldwide and Freeman Public Relations for Drake Bell: Behind the Scenes

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Tim Hayes Communications for “Get Out!” Commencing a Journey of Continuous Self-Improvement

Burson-Marsteller and Hormel Foods for Food Safety in a Global Context

Weber Shandwick and Susan G Komen for the Cure for Nancy G Brinker's ASCO Speech

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Video Program

Mercury Multimedia, Inc. for

Baptist Health for Baptist Health “Thank You”

Opus Prize Foundation and Weber Shandwick for Honoring Unsung Heros with the Opus Prize Foundation

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Web Site

WATG for

P&G for Science in the Box

TRICARE Management Activity & Macro International, Inc. for Tobacco Cessation Website

NSF International/ OLSON for Scrub Club for Kids

The Coca-Cola Company/Methodologie for The Language of Refreshment

Weber Shandwick Dallas for Just the fAActs; Spreading the word about American's labor negotiations

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Word of Mouth/Viral Campaign

Weber Shandwick Beijing for Crest Smile-vocates Journey Campaign

Nintendo of America and Golin Harris for The Legend of Zelda: Phantom Hourglass Widget Campaign

Rose Communications and Kaplan Publishing for Most Promising Campus CEO

Weber Shandwick and Energizer for Energizer Encore Music Competition

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PR Firms of the Year

Small PR Firm of the Year

Makovsky + Company


Airfoil Public Relations, Inc.

Merritt Group - View Video

Susan Davis International - View Video

Tiller, LLC


Midsize PR Firm of the Year

MWW Group

Full Picture - View Video

Peppercom Strategic Communications - View Video

Taylor - View Video

Large PR Firm of the Year

Weber Shandwick - View Video


Fleishman-Hillard - View Video

Ogilvy Public Relations Worldwide - View Video

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