The most talented print, broadcast and crisis media spokespersons were recognized and honored for their skills and ability to effectively deliver their organization's messages
in a crowded, competitive 24/7 news environment.
At ceremonies held in New York and Washington, PR News and CommCore Consulting Group announced the winners of the First Annual Spokesperson of the Year Awards.
The winners represent a broad and diverse array of top-level executives from corporations, non-profits and government agencies.
The winners by category are as follows:
For-Profit Spokesperson of the Year for Television and/or Radio: Andrew F. Puzder, President and CEO, CKE Restaurants, Inc. While the CKE Restaurants name may
not be familiar to most people, its famous chains Carl's Jr. and Hardee's will ring a dinner bell. In the face of tight competition from larger and better-known
fast-food chains, Puzder was front and center during the past year with two major hamburger campaigns that provoked a storm of controversy.
When the Center for Science in the Public Interest dubbed the Hardee Monster Thickburger "food porn," Puzder went before to media to playfully brush off the complaints
by declaring the meal (consisting of two 1/3-pound Angus beef patties) "not for tree huggers." When Carl's Jr. presented a commercial with a scantily clad Paris Hilton hosing
down a long black Bentley while biting into the chain's Spicy BBQ Six Dollar Burger, Puzder hit the airwaves and successfully deflcted complaints from the Parents Television
Council condemning the racy ad.
(Honorable mention: Linda Dano, Eli Lilly & Company)
For-Profit Spokesperson of the Year for Print and/or Web (Tie): Will Cross, Spokesperson, Novo Nordisk, Inc.; Martin Taylor, General Manager for Platform Strategy, Microsoft
Corporation. Will Cross is a 38-year-old high school principal with diabetes. He is also a world-renowned mountaineer and polar adventurer. As the spokesperson for Novo
Nordisk's "NovoLog Peaks and Poles Challenge" Cross proved to be an innovative spokesperson for diabetes management (not everyone has to consider insulin usage while climbing
Mount Everest). Cross was at home in media interviews, health fairs and luncheons with medical professionals. As a result of having Cross as the spokesperson for NovoLog, the
brand's market share increased more than 50% since 2003.
Martin Taylor took on one of the most challenging communications tasks facing Microsoft: the competition from the rival Linux operating system. Taylor deftly took the
challenge by engaging key Linux community members and customers for their input, attending competitive trade shows and seeking out tech industry journalists and analysts for their
insight. Taylor often went into media opportunities where no Microsoft officer had previously dared to venture, most notably a Q&A with the editors of Slashdot, the online
community forum that long championed Linux over Windows.
(Honorable Mention: Ed Stewart, Southwest Airlines)
For-Profit Crisis Spokesperson of the Year: Robert Elek, Media Relations Manager (Southeast), Verizon Communications.
In November 2004, contractors installing portions of Verizon's fiber optics network in the Tampa area accidentally severed several water lines. A 12-foot-wide hole,
created when a nicked sewer line washed out the support for the road above, abruptly caved out under a car at a stop sign. The car was not swallowed up by the hole, but Verizon's
reputation nearly sank down that vortex.
Verizon spokesman Robert Elek came to the rescue, making himself available to the media at all times (including on-site interviews). Elek did not try to brush aside Verizon's
responsibility, but he also emphasized the inexact science of underground installations and brought the media to worksites for up-close demonstrations. He also focused on the
economic impact of the fiber optic installations, explaining in depth why Verizon was digging underground and what the completed project would mean to the region. As a result,
Verizon's image in the Tampa market showed no signs of damage with the general population or the local business community.
(Honorable mention: Rosetta Jones, Visa USA)
Non-Profit Spokesperson of the Year for Television and/or Radio: Ken Capps, Vice President of Public Affairs, Dallas/Fort Worth International Airport
Ken Capps began his career at the world's third-busiest airport on September 11, 2001. Yet since that tumultuous day, Capps has been an indefatigable PR strategist whose
creativity and vision helped to turn the airport into a more invigorating and positive experience for its millions of travelers. Capps initialized the airport's Art Program,
which presents the works of North Texas' art community in the bustling International Terminal. He also led a massive community awareness campaign to recruit more than 1,000
volunteers to greet arriving flights every day. Many of the arriving passengers are members of the armed forces (DFW is one of two airports to host the U.S. Military's Rest and
Recuperation Program, who responded with mass gratitude at the cheerful welcome they've received upon landing at DFW.
Furthermore, Capps has successfully positioned the airport's recent expansion (including a new terminal) as a key effort not only in the state and well-being of the Dallas-Fort
Worth economic community, but it strengthening the American air transport system in the post 9/11 world.
(Honorable mention: John Drengenberg, Underwriters Laboratories, Inc.)
Non-Profit Spokesperson of the Year for Print and/or Web: Mayor Kristen Jacobs, Broward County, Florida
Most politicians have their own PR spokesperson, but in this case the Mayor of Florida's Broward County is cited for her extraordinary work in communicating the depth and scope
of the local government's mission. Jacobs declared 2005 the "Year of the Environment" and welcomed the Broward County population to work with local government to ensure the
highest quality of environmental standards and controls. The eco-focus is crucial for the future of this fast-growing county: 1.7 million residents (including many retirees new
to the area) who live between the Everglades and the Atlantic estuaries. Not surprisingly, the water demands of the county are already being seen as facing future peril.
Jacobs re-emphasized the importance of NatureScape Broward, a countywide program that certifies yards that use minimal water in their landscaping and favor native plants. Her
press outreach also includes the business media, and she has brought home the point that environmental concern is crucial for the economic health of the county (she is a vocal
advocate of energy-efficient "green buildings").
(Honorable mentions: J.C. Benton, Ohio Department of Education, and Dr. Stuart Weinstein, President, American Academy of Orthopaedic Surgeons)
Non-Profit Crisis Spokesperson of the Year: Tom Hanley, Director of Public Affairs, Connecticut Children's Medical Center. Hanley rose to the challenge of crisis
communications in February 2005 when a seven-year-old visitor was responsible for an accident at the Hartford-based pediatric medical center that resulted in the death of an
eight-month-old patient. Facing an intensive investigation by the state Department of Public Health and a skein of damaging articles by the local media, Hanley coordinated
the CCMC's crisis communications program.
Working with senior management, Hanley developed strong and focused talking points for all media interactions. Since Hanley had already established secure relationships with
the local media (he has been at CCMC for the past nine years), he was able to maintain civility while fielding press inquiries.
As a result, the CCMC maintained public goodwill during the difficult crisis period. The looming threat of slashed state funding did not come about, due in large part to
Hanley's success in conveying the message that CCMC is a safe place for children to receive medical attention and that a thorough investigation into the accident would determine
those unfortunate circumstances would never be repeated.
(Honorable mention: Cameron Ballantyne, American Red Cross, National Capital Area)