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In this weekly feature we ask PR pros to spot trends and discuss how they are reacting to them. In this edition we hear from Stephanie Elsea, VP, communications, Southwest Affiliate, American Heart Association.

Communications professionals must constantly be learning while they’re working overtime to make their messages heard, help their brand’s bottom line and beat the competition. Their inspiring leaps in skill, creativity and versatility find no better showcase than at PR News’ annual Platinum PR Awards, which celebrate the best communications programs and teams of the past year. We’ll announce the winners and honor all the finalists for the 2016 Platinum PR Awards at our luncheon on Oct. 19 at the Marriott Marquis in New York.

Winner: United Nations Foundation—Public Affairs Team It was a big year for the UN Foundation Public Affairs Team, as the UN Foundation’s Global Goals Communications Campaign bolstered the public dialogue and increased and enhanced reporting… Continued

Winner: Right Hat—A New Way of Thinking Waynflete School was struggling with the public’s perception that the school was not academically rigorous, too “artsy” and primarily for wealthy families. Although the school was widely loved… Continued

Winner: Edelman—American Lung Association’s LUNG FORCE With few corporate sponsors and an aging donor base that often gave $25 or less, the American Lung Association had to reinvigorate its organization or risk losing staff, eroding… Continued

Winner: Taco Bell Foundation—”Potential” Campaign The Taco Bell Foundation aimed to start a social media movement to empower teens to recognize their potential and graduate high school. Starting last June, the Taco Bell Foundation launched… Continued

Winner: Children’s Miracle Network Hospitals—Champions for Children’s Hospitals The Champions Ambassador Tour is part of an annual program designed to generate awareness of Children’s Miracle Network Hospitals (CMN Hospitals), the important work of its 170… Continued

Winner: 92nd Street Y, United Nations Foundation, Coyne PR, Edelman, Fenton, FleishmanHillard, Havas PR North America, Sunshine Sachs, Turner 4d, Weber Shandwick —#GivingTuesday: The Day the World Gave Back Black Friday. Cyber Monday. #GivingTuesday! We… Continued

Winner: Taco Bell Foundation—”Potential” Campaign Taco Bell is a brand with a purpose, and works hard every day to help others get a little more out of life—and empowering teens is a big part of… Continued

Winner: U.S. Green Building Council—Top 10 LEED States The U.S. Green Building Council’s (USGBC) Top 10 States for LEED campaign is one of the organization’s most important and highly visible public affairs campaigns, and it… Continued