As the economy continues its slow rise from the ashes, more than ever organizations are embracing the notion that being good citizens has tangible benefits. Corporate social responsibility has been linked to improved reputation and employee morale, but CSR is not just good business—it brings in business as well. Of course, this is where PR comes in: expertly communicating to customers and other key stakeholders the good works their organization is doing for their own communities and around the world. This year’s crop of CSR Award honorees have ably demonstrated this expertise. In addition, our Legal PR Award winners display innovation and creativity far beyond traditional outreach that has characterized the space. PR News congratulates all the Legal PR and CSR Award winners and honorable mentions, who were honored on March 8, 2011, at a luncheon held at the National Press Club in Washington, D.C.
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Annual Report
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Southwest Airlines Company – Southwest Airlines One Report™ |
Honorable Mentions:
- The Lifetime Healthcare Companies - "What We Heard, What We Did"
- United States Postal Service - 2009 Sustainability Report
Blog
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Kaiser Permanente – "Dispatches From Haiti" |
Honorable Mentions:
- Tiller LLC - Rob Densen's Huffington Post Blog: CSR Matters
- USANA Health Sciences - What's Up, USANA?
Cause Branding
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Mullen – Men’s Wearhouse Attacks “Mancession” with National Suit Drive |
Honorable Mentions:
- American Beverage Association – School Beverage Guidelines
- DeVries Public Relations - The Downy Touch of Comfort Program
- Gibbs & Soell and Syngenta AG - Weeding Out Hunger with Halex GT Herbicide
- Jiffy Lube International and Cone Inc. - 2010 Jiffy Lube Maintenance Partners for Life Campaign
- The Walt Disney Company - Disney's Friends for Change: Project Green
Community Affairs
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Siemens Foundation/Discovery Education - Siemens We Can Change the World Challenge |
Honorable Mentions:
- Alyeska Pipeline Service Company - Prince William Sound Traveling Health and Safety Fair
- Entergy Corporation - Entergy’s Pre-K Program
- First Choice Power: Food First
- Oracle Corporation - Oracle Education Initiatives
- Turkish Catastrophe Insurance Pool - Trailing Earthquake Faults for Public Awarenes
Corporate Community Partnership
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International Paper - Coins 4 Kids |
Honorable Mentions:
- Oracle Corporation – Oracle’s Commitment to National Geographic’s Mission Blue
- Scripps Networks Interactive Partners with National Urban League
- Toys“R”Us, Inc./UNICEF - Toys "R" Us Brings Trick-or-Treat for UNICEF to Consumers, Building on the Notion of Kids Helping Kids in Partnership with the U.S. Fund for UNICEF
- Viacom - The Get Schooled National Challenge and Tour
- Weber Shandwick Dallas – First on the Scene: American, American Eagle Airlines Provide Relief to Haiti
CSR on a Shoestring
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Fleishman-Hillard/The Allstate Foundation - #Tweet4YWCA Campaign |
Honorable Mentions:
- Sodexo, Inc. - PB&J for a Day: Sodexo Asks Customers to Eat Plant-Based Meal to Boost Environmental Benefits on Earth Day 2010
- Toys"R"Us Inc. Encourages Parents to Become Advocates for Children's Safety through the Product Safety Vigilance Program
Diversity Communications
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Southwest Airlines - Join the Conversation: Southwest Airlines First Diversity Summit |
Honorable Mentions:
- Kaiser Permanente - Supplier Diversity Communications at Kaiser Permanente
- Peel District School Board - Micro-websites in 40 Languages
Employee Relations
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EMD Serono, Inc. - Making a Difference in Society |
Honorable Mentions:
- Coca-Cola HBC Croatia – Bike to Work
- Deloitte – Greening the Dot
- Ernst & Young - Volunteer Wall of Fame
Employee Volunteer Program
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Discovery Communications - Discover Your Impact Day |
Honorable Mentions:
- Carmichael Lynch Spong – Hitting It Out of the Park With CLRBI
- Charles Schwab & Co – Schwab Volunteers: Giving Back with Purpose
- Ernst & Young - Volunteer Wall of Fame
- PwC/Edelman - Creating a Culture of Service
- Viacom – Leader in Employee Volunteerism
Environmental Stewardship
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The Walt Disney Company - Disney’s Friends for Change: Project Green |
Honorable Mention:
- Cone, Inc. - Timberland’s “Don’t Tell Us it Can’t Be Done”
- USANA Health Sciences - USANA Green
- Walmart Announces Goal to Eliminate Greenhouse Gas Emissions from Global Supply Chain with Treehugger.com
Event: CSR/Green Focus or Corporate/ Community Partnership
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CA Technologies – Earth Day 2010 |
Honorable Mentions:
- Siemens Foundation/Discovery Education - Siemens We Can Change the World Challenge
- Edelman - Brita FilterForGood Helps Jack Johnson Tour Reduce Plastic Bottle Water Waste
- Hafslund and PR-operatorene - Hafslund’s Children’s Climate Festival
- PwC/Edelman – PwC's Presence at the National Conference on Volunteering & Service
- MassMutual Financial Group – MassMutual Completes Solar Installation
- Peel District School Board – Leadership Now!
Green PR campaign
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Lockheed Martin Corporation - Lockheed Martin Go Green Employee Engagement |
Honorable Mentions:
- Hormel Foods and Burson-Marsteller - Leveraging a Progressive New Plant
- Loyola University Chicago - Loyola University Chicago Creates Sustainable Campus and Community
- Sodexo, Inc. - Stop Wasting Food: Sodexo Asks Students to Cut Food Waste to Curb Climate Change
- The Walt Disney Company - Disney’s Friends for Change: Project Green
Human Rights Communications
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Honeywell International, Inc. – Honeywell Hometown Solutions- Rebuilding and Strengthening Educational Institutions and Communities in Haiti |
Honorable Mention:
- Euro RSCG Worldwide PR– One Young World
Media Relations
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Cone, Inc. - Timberland “Don’t Tell Us It Can’t Be Done” Campaign |
Honorable Mentions:
- Coyne Public Relations – Give a Day Get a Disney Day
- Euro RSCG Worldwide PR - Yele Haiti
- Hafslund and PR-operatorene - Hafslund¹s Children’s Climate Festival
- PepsiCo - The Pepsi Refresh Project: Driving Awareness and Engagement through Media
- Mass Mutual Financial Group - Mass Mutual Completes Solar Installation
- Weber Shandwick Dallas - Mickelson ExxonMobil Teachers Academy
Nonprofit/ Corporate partnership
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Bridgestone & Meals on Wheels - Together, Let's Drive Away Senior Hunger |
Honorable Mentions:
- AstraZeneca Turkey – First Step to First Aid
- Siemens Foundation/Discovery Education - Siemens We Can Change the World Challenge
- The USA Science & Engineering Festival and Lockheed Martin: Inspiring the Next Generation of Innovators
- Southwest Airlines Company – Medical Transportation Grant Program
- Weber Shandwick Dallas - Mickelson ExxonMobil Teachers Academy
Philanthropy Communications
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RF Binder - Banking on Neighborhoods One at a Time: Bank of America's Neighborhood Excellence Initiative |
Honorable Mentions:
- Alyeska Pipeline - Prince William Sound Traveling Health & Safety Fair
- Blue Cross Blue Shield Delaware - Blueprints for the Community Brochure
- Euro RSCG Worldwide PR– One Young World
- Euro RSCG Worldwide PR– Yele Haiti
Social Media Campaign
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• PepsiCo - Pepsi Refresh Project: Driving Awareness and Engagement through Media |
Honorable Mentions:
- Fleishman-Hillard/The Allstate Foundation - #Tweet4YWCA Campaign
- Fleishman-Hillard/ConAgra Foods Foundation - Champions Against Child Hunger
- Lehigh Valley Health Network – Cell Limits
- Sodexo, Inc. – Sodexo Foundation STOP Hunger Scholarship Program Outreach
- Toys“R”Us, Inc. - Toys"R"Us Invites Customers to "Join Shaq Give Back" to the Marine Toys for Tots Foundation
Stakeholder Engagement
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Carmichael Lynch Spong - Hitting It Out of the Park With CLRBI |
Honorable Mentions:
- Alyeska Pipeline Service Company - Prince William Sound Traveling Health & Safety Fair
- ASTRO All Asia Networks Plc (ASTRO) - Kampus Astro Program
- Canada Lands Company - Balanced Scorecard Renewal
- DABO & CO – Visa: The Launch of Financial Literacy
- OMV Petrom S.A. - Building a Community Resource Centre - CERC Schela Story
Sustainability/CSR Report
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The Hershey Company - Corporate Social Responsibility Report 2009 |
Honorable Mentions:
- American Airlines Corporate Responsibility Report
- ArcelorMittal - Our Progress Towards Safe Sustainable Steel
- Medtronic - 2010 Corporate Citizenship Report
- Waggener Edstrom Worldwide, Inc. - Sustainability CSR Report
Video Program
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The Walt Disney Company - Disney's Magic of Healthy Living |
Honorable Mention:
- Benevity Social Ventures Inc. - Goodness3.0
Workplace Innovation
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Deloitte - Greening the Next Generation |
Honorable Mentions:
- Euro RSCG Worldwide PR – One Young World
- The Hershey Company - Hershey's Growing Green Together Campaign
- International Paper - Coins for Kids
- Yahoo! - Yahoo! Employee Foundation
CSR Executive of the Year: Marketer
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Leslie Brunt, Program Director, The Pizza Hut® BOOK IT!® Program |
Honorable Mentions:
- Jack McFadden, Communications Director - Deloitte
CSR Executive of the Year: Community Relations
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Renee Connolly, Vice President US Communications – EMD Serono |
Honorable Mentions:
- Bill Bullard, Director of Corporate Relations for Latin America & the Caribbean - Diageo
CSR Executive of the Year
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Tom Buckmaster, President of Honeywell Hometown Solutions - Honeywell International |
Honorable Mentions:
- Stuart Kirby, Regional Head of Brand & Corporate Communications - Diageo PLC
- Tracy Pleschourt, Director of Office Services - Carmichael Lynch Spong
Overall Leader in CSR Practices: Organization with up to 10,000 Employees
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Diageo |
Honorable Mentions:
- AICPA
- Amerigroup
- Carmichael Lynch Spong
- VHA, Inc.
Overall Leader in CSR Practices: Organization with between 10,000 and 25,000 Employees
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Viacom |
Honorable Mention:
- Henry Schein, Inc.
Overall Leader in CSR Practices: Organization with more than 25,000 Employees
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Novartis |
Honorable Mentions:
- Honeywell
- Oracle
- Yum! Brands
PR News PR Legal Awards Winners
Client Newsletter
- Duane Morris - Duane Morris Alumni Program
Community Relations
- Hellerman Baretz Communications - Bracewell & Giuliani Presents Minute Mentoring® with Dana Perino and Co.
Legal PR Blog
- Hunton & Williams LLP and Jaffe PR - Privacy Blog Influences Global Privacy and Data Security Developments
Marketing Communications
- Jaffe PR - From Branding to Business Development
Media Coverage
- Holland & Knight - Spotlight Shines on Holland & Knight's Kathryn Lehman Following 2010 Midterm Elections.
Social Media & Online Communications
- Caffeine Communications /Warshafsky Law Firm - Don't Risk It
Social Responsibility/ Philanthropy
- Lesser, Lesser, Landy & Smith PLLC - Business Builds Community, Community Builds Business