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PR News often chronicles PR successes, but often just as much can be learned through failures. Veteran PR pros weigh in on their biggest gaffes and discuss lessons learned from them.

MWW Group & Samsung Mobile created a nationwide program to collect and recycle mobile phones and educate students about the importance of cell phone recycling while raising brand awareness among this key demographic.

Navistar’s communications team took one of its employee’s ideas to pay workers to conduct community volunteer work and promoted the concept photo and video coverage for local and national media.

To help fulfill North America’s drastic diaper needs, Ogilvy and Kimberly Clark’s Huggies united food banks, nonprofits and consumers to help donate 25.5 million diapers.

Don’t just think of corporate social responsibility as strategic philanthropy; make it an integral part of your brand and product stories.

Winner: Carmichael Lynch Spong with Webmaster Radio.fm – Untying the Purse Strings of America’s Most Powerful Consumer Maria Reitan, senior principal of Carmichael Lynch Spong, hosts Purse Strings, a weekly 30-minute podcast on marketing to… Continued

Winner: Disney Consumer Products – Online Press Room Not only does Disney Consumer Products’ online press room get updated in real time, but the company also goes out of its way to inform the press… Continued

Winner: NEI and Burson-Marsteller – Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis In the immediate aftermath of the devastating March 2011 earthquake in Japan, American public opinion shifted from 57% in support… Continued

Winner: Hill & Knowlton – Merck Asma en Español: Creating an Asthma ResourceCenter for the Hispanic Community A national survey by Merck and the Asthma and Allergy Foundation of America revealed that awareness of asthma… Continued

Winner: Navistar International Corporation – A Boss Saves Jobs, Helps the Community In order to avoid laying off skilled workers, Chuck Sibley, manager of Navistar’s engine plant in Huntsville, Ala., devised a unique program that… Continued