2010 PRWeek Awards

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PRWeek Awards 2010: Editor's Message

March 11, 2010

It is with tremendous pride and honor that I present this special book commemorating the PRWeek Awards 2010.

Awards Winners

General Consumer Awards

Arts, Entertainment & Media Campaign of the Year 2010

March 11, 2010

Sponsored by IBM. Honors success in the arts and entertainment, including films, magazines, TV shows, books, newspapers, or Web sites

Product Brand Development Campaign of the Year 2010

March 11, 2010

Sponsored by Carmichael Lynch Spong. Honors outstanding success in the ongoing development, repositioning, reinvigoration, or relaunch of an established consumer brand (either a product or a service) through the use of PR

Consumer Launch Campaign of the Year 2010

March 11, 2010

Sponsored by PepsiCo. Recognizes the launch of a new product or service through the use of PR. The ability to create buzz and brand recognition, as well as evidence of sales/usage, are the essential factors in determining the winner

Industry Market Awards

Technology Campaign of the Year 2010

March 11, 2010

Sponsored by Airfoil. Both business-to-business and consumer campaigns are eligible, provided they are focused in the area of technology. These may include, but are not limited to, product launches or innovations, uses and applications of technology, or technological issues and advancements

Business-to-Business Campaign of the Year 2010

March 11, 2010

Recognizes campaigns within a niche business sector or the business community at large

Healthcare Campaign of the Year 2010

March 11, 2010

From pharmaceuticals to biotech, managed care to hospitals, the focus of this category is on raising awareness about products, services, or organizations

Targeted Audience Awards

Employee Communications Campaign of the Year 2010

March 11, 2010

Sponsored by FedEx. Recognizes skill in communicating a merger or acquisition, change in management, rebranding, restructuring, layoffs, or other problem/issue of an internal communications nature

Community Relations Campaign of the Year 2010

March 11, 2010

Sponsored by Padilla Speer Beardsley. Recognizes outstanding achievement in local projects or ongoing local community programs in areas such as the environment, education, enterprise, health, the arts, law and order, and equal opportunity

Multicultural Marketing Campaign of the Year 2010

March 11, 2010

Sponsored by GolinHarris. AwardEligible to campaigns or components of campaigns that are specifically aimed at multicultural groups, particularly in terms of ethnic origin, or sexual or religious preference

Global Campaign of the Year 2010

March 11, 2010

Sponsored by PR Newswire. Entries can relate to any market sector (crisis, healthcare, consumer, internal communications, etc.), but must be for work executed outside the US in two or more regions by a US-based office or department

Corporate Awards

Corporate Branding Campaign of the Year 2010

March 11, 2010

Sponsored by Emanate. Honors the most outstanding use of PR in the launch of a new company or in a corporate rebranding initiative. The chosen entries demonstrate effective results beyond mere brand-name recognition to show an appreciation and understanding of key message points among the target audience

Public Affairs Campaign of the Year 2010

March 11, 2010

Sponsored by Ford Motor Company. Recognizes the most effective use of public affairs to change/enlist political and/or public opinion. Specific focus was placed on execution of research, media relations, grassroots community activity, and lobbying

Investor/Financial Comms Campaign of the Year 2010

March 11, 2010

Honors work that is primarily targeted at investors/stakeholders or other financial audiences

Crisis or Issues Management Campaign of the Year 2010

March 11, 2010

Sponsored by Weber Shandwick. Recognizes the most effective crisis- or issues-management work by an agency, corporate PR team, or a combination of both

Social Education and Philanthropy Awards

Public Sector Campaign of the Year 2010

March 11, 2010

Sponsored by Ogilvy Public Relations Worldwide. Open to government departments and public-sector agencies (federal, state, military, municipal, local, or public health authorities), this award recognizes effectiveness in communicating and addressing issues related to a single public-interest topic (e.g., health, crime, defense, etc.)

Nonprofit Campaign of the Year 2010

March 11, 2010

Sponsored by TV Access. Recognizes the most effective work by a nonprofit organization for fundraising, or in changing or enlisting political, public, or corporate opinion. As well as results, the cost-effectiveness of the campaign and, in the case of fundraising activities, the amount of money raised was strongly considered

Cause-Related Campaign of the Year 2010

March 11, 2010

Honors a campaign or ongoing project that utilizes or integrates a social cause to promote or en-hance corporate image or specific products/services

Technique Awards

Best Use of Audio/Video 2010

March 11, 2010

Recognizes the combination of creativity, cost effectiveness, and overall impact of a VNR, ANR, SMT, b-roll, or online videos

Best Use of Social Media/Digital 2010

March 11, 2010

Sponsored by Kwittken & Company. Recognizes the most effective or creative use of digital or social media channels to support or execute a PR campaign. These may include use of blogs, Twitter, Facebook, mobile applications, or other emerging channels that are products of digital technology. Other traditional digital platforms may also be included, such as Web sites, intranets, and microsites.

Best Use of Research/Measurement 2010

March 11, 2010

Sponsored by Pfizer. Honors the most effective use of research and evaluation in both setting goals and measuring success for a campaign. Along with effective media evaluation, judges sought evidence of how research among target audiences was used to help set the objectives and strategy, and how it was used to measure the effectiveness of the campaign against those goals

PR Innovation of the Year 2010

March 11, 2010

Sponsored by HP. Open to agencies, service companies, corporate teams, nonprofits, and other organi-zations, this award recognizes the best technology-based solution or new service launched during the 12-month eligibility period that shows a lasting impact on the practice of PR

Promotional Event of the Year 2010

March 11, 2010

Honors the most effective, attention-grabbing promotional event of the year.

Personality of the Year Awards

PR Professional of the Year 2010

March 11, 2010

Sponsored by Zeno Group. Recognizes outstanding personal achievement within the PR industry in the period covered by this year's Awards, as well as career achievements to date

Young PR Professional of the Year 2010

March 11, 2010

Sponsored by Edelman. Open to PR professionals who have been in the industry for less than three years (since October 5, 2006), nominees are judged based on outstanding achievement

PR Student of the Year 2010

March 11, 2010

Sponsored by Hill & Knowlton. Awarded to an undergraduate student who shows outstanding ability in a range of core PR skills, and is designed to attract, encourage, and reward future talent. The winning student will receive a $5,000 cash prize and an internship at H&K. Open to all students enrolled in a US college or university between December14, 2008, and December 14, 2009. Category entrants were asked to devise a PR campaign for automaker Mazda.

Education Award

PR Education Program of the Year 2010

March 11, 2010

Sponsored by Waggener Edstrom Worldwide. Open to any PR undergraduate or graduate curriculum taught in the fall 2008 or spring 2009 semester. This award recognizes achievement in lesson plans that educate the next crop of PR pro-fessionals. Entries will be judged based on the ability for professors to use both real-world case studies and instructive scenarios to educate students about new media, media relations, crisis communi-cations, and other tactics

Business Award - In-House

In-house PR Team of the Year 2010

March 11, 2010

Sponsored by Ketchum. Open to any in-house nonprofit, government, or corporate PR team, this award honors success in addressing the spectrum of management issues and objectives

Business Awards - Agency

PR Agency of the Year 2010

March 11, 2010

Sponsored by NYU-SCPS Master of Science in Public Relations and Corporate Communication. This accolade is determined by comparing the best of the three agency categories

Boutique PR Agency of the Year 2010

March 11, 2010

Sponsored by Chandler Chicco Companies. Open to any firm whose current annual PR income (consisting of fees plus mark-up for disbursements) is less than $5 million. The CEOs of each firm were required to certify in writing that the agency's annual PR income met those qualifications, as well as date of incorporation and number of employees. This award recognizes financial and client-list growth, client retention, and PR creativity and innovation

Small PR Agency of the Year 2010

March 11, 2010

Sponsored by Fleishman-Hillard. Open to any firm whose current annual PR income (consisting of fees plus mark-up for disbursements) is from $5 million to $10 million. The CEOs of each firm were required to certify in writing that the agency's annual PR income met those qualifications, as well as date of incorporation and number of employees. This award recognizes financial and client-list growth, client retention, and PR creativity and innovation

Midsize PR Agency of the Year 2010

March 11, 2010

Sponsored by Deloitte. Open to any firm whose current annual PR income (consisting of fees plus mark-up for disbursements) is from $10 million to $65 million. The CEOs of each firm were required to certify in writing that the agency's annual PR income met those qualifications, as well as date of incorporation and number of employees. This award recognizes financial and client-list growth, client retention, and PR creativity and innovation

Large PR Agency of the Year 2010

March 11, 2010

Sponsored by WCG. Open to any firm whose current annual PR income (consisting of fees plus mark-up for disbursements) is $65 million or higher. The CEOs of each firm were required to certify in writing that the agency's annual PR income met those qualifications, as well as date of incorporation and number of employees. This award recognizes financial and client-list growth, client retention, and PR creativity and innovation