Rallying the public and organizations to donate nearly 26 million diapers for struggling moms; reenergizing the GM brand by tenaciously pitching compelling stories to the media; helping Gulf Coast tourism get back on its feet after the BP oil disaster—all in a day’s work for our 2011 Platinum PR Award honorees. Well, more than a day’s work. This year we honor excellence in 40 categories for campaigns spanning Jan. 2010-May 2011; we also celebrate this year’s Hall of Fame inductees. We feted the Platinum PR Award winners and honorable mentions at a Sept. 14, 2011, luncheon in New York. Congratulations to all, and a special thanks to our luncheon sponsor DS Simon Productions.
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HALL OF FAME
Aflac – Aflac Duck
American Airlines and Weber Shandwick – Fuel Smart
Booz Allen Hamilton Inc. – The Real Warriors Campaign
Comcast – Comcast Cares Day
Cone Inc. & Jiffy Lube International – Maintenance Partners for Life
Deloitte – Greening the Dot
Edelman/Unilever & Dove – Dove Campaign for Real Beauty
GE – ecomagination
Office Depot – National Backpack Campaign
Yum! Brands – World Hunger Relief
ANNIVERSARY CAMPAIGN
Pierson Grant Public Relations - 25th Anniversary of the Blizzard - A Blizzard of Publicity |
Honorable Mentions:
- Aflac - Aflac Duck Wingman Bead Helps Kids Find Courage Against Cancer
- Hampton Hotels and Cohn & Wolfe Austin - Save-A-Landmark 10th Anniversary
- Euro RSCG Worldwide PR - Fifty for Five
- Porter Novelli - Tip Top 75th Birthday
- Turkcell Iletisim Hizmetleri A.S. - 3G Speed Test
ANNUAL REPORT
• Entergy Corporation - Low Income Customer Assistance Progress Report |
Honorable Mentions:
- King County Library System - 2010 Year in Review:The Busiest Year Ever
- MWW Group - 2011 MWW Group Corporate Citizenship Report Promise Practice
- Norfolk Redevelopment & Housing Authority (NRHA) - Setting the Example Since 1940
- PepsiCo - Performance with Purpose, The Promise of PepsiCo
BLOG
Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse |
Honorable Mentions:
- Boeing Commercial Airplanes - “Randy’s Journal”
- Euro RSCG Worldwide PR - Four Part Brain Series
- Kaiser Permanente – “Dispatches from Haiti”
- Shift Communications-– PR Squared: Todd Defren on PR, Social Media and Life
BRANDING CAMPAIGN
General Motors and Weber Shandwick - An American Comeback Story: Resurgent Brands and Great Products Tell the Story of the New GM |
Honorable Mentions:
- 1-800-Flowers.com - Operation Undercover
- AirTran Airways with Cramer-Krasselt - Skip The Stampede
- Alpaytac Inc. - Bellator Fighting Championships Brand Building
- Coyne PR/Breastcancer.org - One Mission, One Voice
- Deloitte Touche Tohmatsu Limited - A Force to be Reckoned With
- Edelman/Pantone - Pantone Color of the Year: Bringing Next Year's Hot Hue to the Masses
- GE - GE's healthymagination Consumer Launch
- GolinHarris - Legends of McRib
- JELL-O - "Give it a Giggle" Tour Spreads Happiness Across America
- King County Library System - Take Time to Read
- MS&L - Celebrating Heart Health Month with Metamucil
CAUSE RELATED MARKETING
MWW Group & Samsung Mobile - Samsung Mobile March to a Million In-School Education & Recycling Program |
Honorable Mentions:
- Aflac - Aflac Duck Wingman Bead Helps Kids Find Courage Against Cancer
- Booz Allen Hamilton - The Real Warriors Campaign
- Disney Parks - Disney Parks Celebrates the Volunteer Spirit with "Give a Day, Get a Disney Day"
- Ogilvy Public Relations Worldwide and Kimberly-Clark’s Huggies - Helping Diaper "Every Little Bottom"
- Macy's Inc. - Macy's National Believe Day
- NSF International - Making Safety a Top News Story
COMMUNITY RELATIONS
Cone Inc. and Jiffy Lube International - 2010 Maintenance Partners for Life |
Honorable Mentions:
- Coca-Cola HBC Croatia - Our Beautiful Sava
- Cooney/Waters Group - Mobilizing Trusted Community Stakeholder and Grassroots Support in Los Angeles to Address Infectious Disease Threat Among Hispanic Adolescents
- Foundation for Eye Health Awareness and Weber Shandwick - Think About Your Eyes Campaign Launch
- Ogilvy Public Relations Worldwide and Kimberly-Clark’s Huggies - Helping Diaper "Every Little Bottom"
- RF|Binder Partners, Inc. - Setting Opportunity in Motion in America's Communities: Bank of America's Neighborhood Excellence Initiative
CRISIS MANAGEMENT
Deveney Communication - Louisiana Office of Tourism BP Oil Spill Response |
Honorable Mentions:
- Aflac with Kaplan Thaler Group, PainePR and Digitas - Japan Earthquake / Aflac Duck Loses Voice
- Allison & Partners - SOS Children's Villages-USA: Communicating with Donors and Media in the Aftermath of the Haiti Earthquake
- American Airlines and Weber Shandwick - Bomb Threat Response: American Airlines Tweets with Passengers Aboard Flight AA24
- CommunicationWorks - Minimizing Damage, Maximizing Advantage
- Howard Brown Health Center and PCI - Creating a Lifeline for a LGBTQ Health Center
- NEI and Burson-Marsteller - Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis
- U.S. Navy Bureau of Medicine and Surgery - Deploying COMFORT to Bring Hope to Haiti
- Weber Shandwick New York - Not Such Easy Going in the Big Easy
EMPLOYEE COMMUNICATIONS
Northwestern Mutual - Leaving A Legacy: Million Minutes Project |
Honorable Mentions:
- American Airlines and Weber Shandwick - Fuel Smart: American Airlines Employees Make a Difference
- Beehive PR with Deluxe Corp - I'm In It to Win It for United Way
- Central Arizona Project - Safety for Life
- Deloitte - Greening the dot
- Discovery Networks Latin America/US Hispanic - DLA/USH's Internal Communications Tools
- National Association of Insurance Commissioners (NAIC) - The Politics of Relocating an Office
- Turk Telekom Welcome 2011
EVENT MARKETING
• MWW Group & Bowling Properites Association of America - 2010 Celebrity Bowling Hall of Fame Campaign |
Honorable Mention:
- Chase Card Services & Ketchum - Chase Sapphire Creates MAD Cardmember Experiences: MAD MEN Partnership
- Cone Inc. – Yoplait Save Lids to Save Lives Sheryl Crow Breast Cancer Awareness Concert
- Cramer-Krasselt - Tork Cleans Up with Guinness World Record
- Ogilvy Public Relations Worldwide and Nestlé RAISINETS - RAISINETS City
EXTERNAL PUBLICATION
The Boeing Company and Methodologie Inc.- AERO Magazine |
Honorable Mentions:
- Consumer Electronics Association - CEA’s Innovation Movement Video Brochure for Capitol Hill
- Makovsky + Company - Commemorating 30 Years of Specialized Thinking
- NYU Langone Medical Center - Innovation – 2010 Research Report
- Office Depot Foundation and SCORE® - Business Planning Tools for Non-Profit Organizations – Second Edition
FINANCIAL INVESTOR RELATIONS
General Motors - Introducing the New GM |
Honorable Mentions:
- Lambert, Edwards & Associates - A Healthy SNAK of Increased Sales, Distribution and Stock Price
- OfficeMax Inc. and FD - Maximizing Communications of 5 Year Growth Plan at OfficeMax
GLOBAL PR
GE - GE ecomagination Challenge: Powering the Grid |
Honorable Mention:
- American Airlines and Weber Shandwick - American Airlines and the oneworld Alliance Win the Battle for Japan Airlines
- Cohn & Wolfe - AIDS Treatment for Life International Survey (ATLIS 2010)
- Euro RSCG Worldwide PR - Wyclef for President
- Financial Times - Pioneering the Metered Model
- LinkedIn - LinkedIn's Global Professional Buzzwords
- Ogilvy PR Worldwide, Beijing - Pambassadors
- Waggener Edstrom - Year of IE9: Launching a More Beautiful Web
- Weber Shandwick New York - Honeywell-Nobel Laureate Lecture Series
GREEN PR
Hormel Foods with Burson-Marsteller - Corporate Responsibility and Sustainability Communications at Hormel Foods |
Honorable Mentions:
- The OutCast Agency - The Birth of a Cleantech Brand: Bloom Energy
- Paine PR - P&G Future Friendly making Conservation Second Nature
INFLUENCER COMMUNICATIONS
Intel & Ogilvy Public Relations Worldwide - Intel Advisors |
Honorable Mentions:
- Conover Tuttle Pace (CTP) - Restoring the Spirit of Pinehurst No. 2
- GM Western Region Communications and Weber Shandwick Los Angeles - Chevy Best of Tours
- Huntington Bank - Huntington's Small Business Platform
- Southwest Airlines Company - Mosaic: A Southwest Airlines Community Affairs & Grassroots Publication
- Tourism Australia - Oprah's Ultimate Australian Adventure
- U.S. Army with Weber Shandwick - Building an Army of Advocates
- Weber Shandwick and MilkPEP - got milk? Breakfast BlogHer Program
INTERNAL PUBLICATION
iolo technologies - iolo insider |
Honorable Mentions:
- Diageo North America - The Main Ingredient
- Multimedia over Coax Alliance (MoCA) - Morning MoCA Member Newsletter
MARKETING COMMUNICATIONS
EA SPORTS, Fleishman-Hillard & ESPN - Madden NFL 12 Cover Athlete Voting Campaign |
Honorable Mentions:
- Conover Tuttle Pace (CTP) - Zenyatta's "Quest for Perfection"
- Hawaii Visitors & Conventions Bureau - HVCB's 2010 "Perfect Moments" Market Saturation Campaign
- Northwestern Mutual - A Foundation for Life
- Ogilvy Public Relations Worldwide, Initiative Media and Bayer Health Care Pharmaceuticals - Girlfriends for Folate
MEDIA EVENT
GolinHarris - 2011 McDonald's All American Basketball Games Create Arch Madness in Chicago |
Honorable Mentions:
- Cone Inc. - The American Cancer Society Launches the Choose You Movement
- Cone Inc. - Yoplait Original Yogurt "Calcium in Every Cup" MyGetTogether Party with Nancy O'Dell
- Disney Consumer Products - Disney Store Times Square Grand Opening Celebration
- U.S. Census Bureau - A New Portrait of America, First 2010 Census Results
MEDIA RELATIONS
Navistar International Corporation - A Boss Saves Jobs, Helps the Community |
Honorable Mentions:
- General Motors and Weber Shandwick - An American Comeback Story: Resurgent Brands and Great Products Tell the Story of the New GM
- IFC- Portlandia
- Intercontinental Hotels Group (IHG) - IHG’s Check it Free Promotion
- Ogilvy Public Relations Worldwide and The Government of Mexico - From Bad to Great: Promoting Mexico’s Environmental Leadership Amidst a Drug War
MULTICULTURAL CAMPAIGN
Hill & Knowlton - Merck Asma en Español: Creating an Asthma Resource Center for the Hispanic Community |
Honorable Mention:
- Alpaytac Inc. - Bellator Fighting Championships: Hispanic Community Cornerstone for Growth
- Burson-Marsteller/The Board of Elections in the City of New York - Mark It. Scan It. Vote the New Way - Preparing NYC Voters for Paper Ballots
- Euro RSCG Worldwide PR - Meeting the Eye Health Needs of Culturally Diverse Groups
- Flowers Communications Group – McDonald’s McCafé Launch Summer Festival & Concert Series
- Howard Brown Health Center and PCI - Creating a Lifeline for LGBTQ Health Center
- Weber Shandwick Chicago - Degree Women Fine Fragrance Collection Latin GRAMMYs Program
ONLINE COMMUNICATIONS
NEI and Burson-Marsteller - Digital Crisis Management for U.S. Nuclear Industry during Japan Crisis |
Honorable Mentions:
- Chrysler Group LLC - Dodge Rock 'n Roll Half-Marathon
- Denison University - TheDEN
- O'Malley Hansen Communications - Sara Lee Deli: Solving the Mama Saga
- Siemens Industry Inc. - Plantville, a Siemens initiative
- U.S. Census Bureau - 2010census.gov
ONLINE PRESS ROOM/MEDIA CENTER
Disney Consumer Products - Online Press Room |
Honorable Mentions:
- Baylor Health Care System - Online Newsroom
- Eucomed - Online Media Centre
PODCAST/ VIDEOCAST
Carmichael Lynch Spong with WebmasterRadio.fm - Untying the Purse Strings of America's Most Powerful Consumer |
Honorable Mentions:
- American Society for Microbiology (ASM) - This Week in Microbiology
- Chrysler Group LLC - Under the Pentastar
- Cone Inc. - Tune Up with Jeannie & Christina, Yoplait Light Two Week Tune Up with Live Webcast
PR ON A SHOESTRING
• Ogilvy Public Relations Worldwide and MaggieMoo's Ice Cream and Treatery - Tax Day "Sundae Stimulus" |
Honorable Mentions:
- Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse
- Goodyear - Goodyear Assurance "Fuel Max: Border to Border"
- Illinois Tollway - Drive Now. Text Later.
PRESS RELEASE
Berman & Company - Unintended Consequences of Reusable Bags |
Honorable Mentions:
- Insurance Brokers Association of Ontario with Impact Public Affairs - Insurance Brokers Urge Ontario Government to Ban Credit Scoring to Protect Consumers
- Mediabrands - IPG Media Lab Launches Retail Experience Center
PRO BONO
GLOBALHealthPR & Spectrum - The Progeria Research Foundation A Needle in the Haystack: “Find the other 150” |
Honorable Mention:
- Adfero Group - Action to Cure Kidney Cancer (ACKC)
- Bausch + Lomb with Lions Club International - Fighting Childhood Blindness: The Pediatric Cataract Initiative
- Chamberlain Healthcare Public Relations - Kids Kicking Cancer Breath Brake Public Service Campaign and Smartphone App Launch
PRODUCT LAUNCH
Waggener Edstrom Worldwide - Year of IE9: Launching a More Beautiful Web" |
Honorable Mentions:
- Cone Inc. - Purina ONE beyOnd "1 Million in ONE Day"
- The Hershey Company - Pieces Candy Launch Event
- Inner Circle Labs - Zite Gets Personal
- RED PR - CND Shellac Launch
PSA
U.S. Census Bureau: 2010 Census Greg Biffle PSA |
Honorable Mentions:
- Concepts Inc. & The Campaign for Disability Employment - The “I Can” PSA Campaign
- R/P Marketing Public Relations - The Green Chair Campaign for Donate Life Ohio
PUBLIC AFFAIRS
Smithsonian’s National Zoo, Smithsonian Conservation Biology Institute - Amphibian Rescue PR Campaign |
Honorable Mentions:
- Burston Marsteller/The Board of Elections in the City of New York - Mark It. Scan It. Vote the New Way – Preparing NYC Voters for Paper Ballots
- McNeely Pigott & Fox Public Relations - Friends of Gaile Owens Campaign
- NYU Langone Medical Center - Organ Donor - Concept Trial
- Ogilvy Public Relations Worldwide, Taiwan - Taiwan Pavilion at Expo 2010
- Widmeyer Communications - Pool Safely: Simple Steps Save Lives
RE-BRANDING/RE-POSITIONING
Grow Marketing - Birkenstock Renaissance |
Honorable Mentions:
- First Degree - KeepAmericaFishing: The Voice of the American Angler
- Porter Novelli Public Services, Washington DC - SOYJOY Second Chances
RESEARCH & MEASUREMENT
Ogilvy Public Relations Worldwide and Kimberly Clark’s Huggies - Helping Diaper “Every Little Bottom” |
Honorable Mentions:
- Euro RSCG Worldwide PR - Championing Eye Health Education with the 2010 Employee Perceptions of Vision Benefits Survey
- KD Paine & Partners - SAS
SATELLITE MEDIA TOURS
InterContinental Hotels Group (IHG) - Holiday Inn Launches "Honeymoon on Us" with a SMT by Reality Star, Melissa Rycroft |
Honorable Mentions:
- GE - GE Optima 430s 1.5T Product Launch SMT
- Porter Novelli Public Services, Washington, DC - SOYJOY Super Bowl SMT with Leslie Bonci
- Weber Shandwick Chicago - Degree Ultra Clear SAG Awards SMT
SOCIAL MEDIA CAMPAIGN
U.S. Army with Weber Shandwick - Sharing the Army Strong Story |
Honorable Mentions:
- Berman & Company - Teachers Union Exposed
- Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse
- Chamberlain Healthcare Public Relations for Boehringer Ingelheim Pharmaceuticals Inc. - Health Seeker: Simple Steps, Healthier Together
- M Booth - Ameda "I Breastfeed Because" Campaign
- U.S. Census Bureau - 2010 Census Using Social Media for 2010 Census Awareness
SPEECHES
Early Learning Division Ontario Ministry of Education - "I wish I was a Messenger" |
Honorable Mentions:
- Sprint Nextel - M2M Connected Transportation Initiative
TRADE SHOW/EVENT PR
Padilla Speer Beardsley - Automation Fair: The Premier Automation Industry Event |
Honorable Mentions:
- Disney Consumer Products - Toy Story 3 Takes Over American International Toy Fair
- GE - GE at CES
- Kingdom Quality Communications - Get Fit for the 5K
VIDEO PROGRAMS
Consumer Electronics Association - CEA's Innovation Movement Video Brochure for Capitol Hill |
Honorable Mention:
- Chrysler Group LLC - Under the Pentastar
- Disney Consumer Products - Disney Fairy Tale Weddings by Alfred Angelo
- Gibraltar Associates - NGVS Now Natural Gas Vehicles: Driving America's Future
- Hill & Knowlton with Astellas Pharma US Inc. - Science WoRx: Virtual Science Pro
- Multimedia over Coax Alliance (MoCA) - Whole Home DVR Made Easy
- Widmeyer Communications - American Energy Innovation Council: A Business Plan for America's Energy Future
WEB SITE MARKETING
Zocalo Group & Dell - The Dell Inspiron Storybook Online Experience |
Honorable Mentions:
- Siemens Industry Inc. - Plantville, a Siemens initiative
WORD OF MOUTH/VIRAL
The Hershey Company - S'mores Snacktivity Suite |
Honorable Mentions:
- Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse
- CooperKatz & Company Inc. - Help Petfinder Adopt the Internet Day
- MWW Group & Nikon - Nikon Film Festival Social Campaign Championing D-SLR Video
WOW!
Centers for Disease Control and Prevention - Preparedness 101: Zombie Apocalypse |
Honorable Mention:
- Barb Clapp Advertising & Marketing LLC - FOP/IAFF Billboard
- Cone Inc. - Yesterday's News Do-Gooder Design Challenge
- Deloitte - Greening the next generation
- Deloitte - Planet Saver Programs
- GE - GE ecomagination “Powering the Grid”
- Henson Consulting - "Hearts a Bluhm" in Chicago in February 2011
- KRAFT Macaroni & Cheese - Project CHEDDAR EXPLOSION: The Launch of KRAFT Macaroni & Cheese CHEDDAR EXPLOSION
LARGE PR FIRM OF THE YEAR
APCO Worldwide |
Honorable Mentions:
- GolinHarris
- Ketchum
- Ogilvy Public Relations Worldwide
- Weber Shandwick
- Waggener Edstrom Worldwide
MIDSIZE FIRM OF THE YEAR
MWW Group |
Honorable Mentions:
- Carmichael Lynch Spong
- Cone
- Coyne Public Relations
- Euro RSCG Worldwide PR
- Zeno Group
SMALL PR FIRM OF THE YEAR
Linhart Public Relations |
Honorable Mentions:
- Alpaytac Inc.
- Henson Consulting
- INK PR
- Lambert, Edwards & Associates
- Warschawski