THE WINNERS AND HONORABLE MENTIONS IN THIS YEAR'S PR NEWS PLATINUM PR AWARDS ISSUE EXEMPLIFY THE MOST INNOVATIVE APPROACHES TO REDEFINING TRADITIONAL PR WITH ANYTHING-BUT-
TRADITIONAL STRATEGIES. FROM A MARKETING COMMUNICATIONS EFFORT THAT UNITED A COUNTRY OVER THE SEARCH FOR THE STARS OF A 1950S TV COMMERCIAL TO AN EVENT THAT LANDED A F-- LOCK OF PINK
FLAMINGOS AROUND THE WINDY CITY, THE CAMPAIGNS IN THE FOLLOWING PAGES CONFIRM THAT THE PR PROFESSION HAS INDEED STEPPED OUT FROM THE SHADOWS TO TAKE A FRONT-AND-CENTER ROLE IN
DELIVERING BUSINESS RESULTS TO THEIR OWN ORGANIZATIONS, AND TO THEIR CLIENTS. THE EXECUTIVES BEHIND EACH OF THESE INITIATIVES, WHICH WERE HONORED AT OUR OCT. 2 AWARDS EVENT IN
NYC, ARE THOUGHT LEADERS IN THEIR OWN RIGHT, PUSHING THE NEEDLE AND MAKING CLEAR THAT THE ONLY THING THEIR PEERS AND CLIENTS CAN EXPECT IN FUTURE COMMUNICATIONS EFFORTS IS THE
UNEXPECTED.