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Winner: UN Foundation – Global Moms Relay The Global Moms Relay brought together some of today’s leading global and local philanthropic voices to start a groundbreaking discussion on the importance of strengthening the health of… Continued

Winner: Baylor Scott & White Health – #HeartTXLive: First Ever Live Twitter Coverage of a Heart Transplant Baylor Scott & White Health's corporate public relations and social team live tweeted a heart transplant surgery—the first… Continued

Winner: The ALS Association – ALS Ice Bucket Challenge The ALS Ice Bucket Challenge was a movement for ALS patients, their families and their supporters and it was a phenomenal success. The challenge started in… Continued

Winner: Emergency Nurses Association – Ebola Crisis Response The U.S. Ebola crisis response was an unprecedented exercise in infectious diseases preparedness for nurses and healthcare organizations across the world. ENA members were hungry for the… Continued

Winner: Weber Shandwick – PEDIGREE See what good food can do Since committing to the cause of shelter dogs in 2008, the PEDIGREE brand has donated more than 20 million pounds of food. Through its… Continued

Winner: Edelman/Activision – Call of Duty: Hack in Black To reveal the latest Call of Duty game, Black Ops 3, Activision wanted to specifically target the millions of gamers still playing Black Ops 2 each… Continued

Whatever else it does, social media certainly forces PR pros to be alert for new features. Even Facebook-owned Instagram, a platform that has added fewer features than most, has been active recently.

In this Instagram / YouTube –fueled media environment, we should know by now attempting to control your message generally leads to more headlines and bad press.

PR pros should always be on the lookout for ways to shine a light on their brands. When the right circumstances converge with proper preparedness, even the national spotlight is within their grasp.

To paraphrase Mad Men’s Don Draper, “If you don’t like what they’re saying, change the conversation.” That’s what L’Oreal Paris tried to do last Wednesday, based in part on what it discovered in a survey of 1,000 people, including 512 women, in late October.