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April 01, 2010 Issue of PRWeek

Letter from the Editor

Media relations' importance must not get lost in changing landscape

As PR professionals have elevated their standing within their organizations and with clients to the level of counselor and strategic partner, there is one skill ...

Launch Pad

Best Foot Forward set for special date

Best Foot Forward (BFF), a dating concierge service, will launch in Chicago this spring.

Habits

Habits: Andrew Giangola, NASCAR, director of business comms

Andrew Giangola, director of business comms at NASCAR, talks to PRWeek about his most regrettable career moment related to Magic Johnson, his personal office style, ...

PR Play

A sweet start for same-sex couples

The Superior Court of the District of Columbia began accepting applications for marriage licenses from same-sex couples on March 3.

Corporate

Recalls intensify the need for efficient, transparent comms

When Graco issued a voluntary recall in January of more than 1 million of its strollers, the manufacturer was praised by members of the blogosphere ...

CEO Q&A

CEO Q&A: Arkadi Kuhlmann, ING Direct

ING Direct's Arkadi Kuhlmann speaks with Erica Morris about crisis management and the benefits of his personal approach to social media.

Org Chart

Org Chart: Consolidation gives more consistency to NetApp's message

Jodi Baumann became senior director of corporate communications last June, reporting to new CMO Christine Heckart.

Marketing

Enthusiastic brands welcome the return of the house party

For Verizon, the best way to convince new consumers to buy its FiOS technology was to let them try it.

Inside the Mix

Burger King makes move to score with black community

Burger King has long considered the black community among its core base of consumers.

CMO Q&A

CMO Q&A: Russell Weiner, Domino's Pizza

Russell Weiner of Domino's Pizza talks to Aarti Shah about its controversial new ad campaign and maintaining consumer trust

Public Affairs

Tech entities respond to their rising stake in policy debate

In February, Google said it planned to test high-speed Internet access in selected US regions to illustrate the effects of a faster national broadband network.

Public Affairs Commentary

Election advocacy still driven more by political climate than Supreme Court ruling

Dramatic projections of sweeping upsets are the conventional wisdom for the 2010 mid-term elections.

DC Influencer Q&A

DC Influencer: Arthur Brooks, president, AEI

Arthur Brooks, president of the American Enterprise Institute (AEI), speaks with Jaimy Lee about the messaging behind free enterprise

Digital

Location-based networks help elevate consumer interaction

In January, frozen dessert brand Tasti D-Lite partnered with location-based social network Foursquare to not only connect with consumers online, but also interact with them ...

Digital Campaign of the Month

Concerted online initiative toward women makes mark

Last summer, Mark, a division of Avon, launched an ongoing digital campaign aimed at its core audience of 18- to 30-year-old women. The objective was ...

Domains

Search aggregator provides a broader social perspective

Addictomatic is a search aggregator and monitoring device for social media sites including Twitter, FriendFeed, YouTube, and blogs.

Media

MTV uses clever technique to introduce teen-focused show to YouTube audience

Who is your client and what are its media goals?

Journalist Q&A

Journalist Q&A: Francesco Guerrera, US finance and business editor, 'Financial Times'

With the 'Financial Times' since 2000, Francesco Guerrera has made a career of covering financial services and corporate governance.

Fact File

Journalists concerned by Demand Media's content

Demand Media recently unveiled a deal to provide content to the Atlanta Journal-Constitution's print and online travel section and hinted at other unions with traditional ...

Editorial

Twitter's epiphany provides a real pat on the back for PR

Last August, PRWeek used Twitter as an example of the wrong way to use a corporate blog.

PRWeek Column

Improving numbers do not curtail ongoing uncertainty

The numbers are in and the agency rankings are closed for another year.

Guest Column

Social media offers brand managers by the billions

If social media has taught CMOs one thing, it's that we no longer own our brands. The world now engages in a nonstop conversation and ...

Focus groups help companies better concentrate their efforts

Domino's Pizza long touted its fast delivery as a key differentiator from competitors.

Op-Ed

PR's growth is underscored by its rise from 'nice' to 'necessary'

In August 2008, when it appeared we were headed for a major economic collapse, I addressed my team with a speech called "Is it Nice ...

New revenue is the value that computes with business heads

In the drive to survive, new revenue is oxygen. If you can't predictably help your organization convert financial C02 (expenses) to O2 (revenue), you and ...

Gloves Off

Do small communications agencies need a specialty to be successful?

Ricochet PR's Todd Aydelotte and KCSA's Lewis Goldberg offer opposing views on whether small comms agencies need a niche

Feature

Old-school wisdom never grows old

I have been watching a slow motion train wreck in cyberspace.

Global passage: Brands focus on India and China

India and China continue to solidify their place as emerging markets that are necessary growth-strategy targets for both global and domestic companies.

Newsmaker

Duke Energy's Roche leads amid industry change

Duke Energy's chief communications officer is helping to create the right message during a critical time for the company and the energy industry at large.

Campaign

'Sleepover' event awakens media to the benefits of Zeo

Three sleep-deprived Brown University students founded Zeo (formerly called Axon Labs) in 2004.

Kumon bolsters nationwide drive to provide books to more children

Kumon Math and Reading Centers hosted its third National Book Month book drive in 2009, inviting its centers nationwide to collect books to donate to ...

Microsoft maintains its consumer focus in holiday Windows display

Microsoft knew that to reach a broad audience during the Windows 7 launch, it needed to tell a story beyond the new technology.

Master Class

Master Class: How do you best incorporate real-world client experience into PR education?

This month's panel looks at the value of real, working experience in PR education.

Book of the Night

PRWeek Campaign of the Year 2010

This award goes to the campaign that not only epitomizes the very best in PR ethics and tactics, it also displays the power of PR ...

Arts, Entertainment & Media Campaign of the Year 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

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 ...

Consumer Launch Campaign of the Year 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, ...

Technology Campaign of the Year 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 ...

Healthcare Campaign of the Year 2010

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

Business-to-Business Campaign of the Year 2010

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

Employee Communications Campaign of the Year 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

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, ...

Multicultural Marketing Campaign of the Year 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 ...

Global Campaign of the Year 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 ...

Corporate Branding Campaign of the Year 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 ...

Public Affairs Campaign of the Year 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 ...

Crisis or Issues Management Campaign of the Year 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

Investor/Financial Comms Campaign of the Year 2010

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

Cause-Related Campaign of the Year 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

Public Sector Campaign of the Year 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 ...

Nonprofit Campaign of the Year 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. ...

Best Use of Social Media/Digital 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. ...

Best Use of Research/Measurement 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 ...

PR Innovation of the Year 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 ...

Best Use of Audio/Video 2010

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

Promotional Event of the Year 2010

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

PR Student of the Year 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 ...

Young PR Professional of the Year 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 ...

PR Professional of the Year 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 ...

PR Education Program of the Year 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 ...

In-house PR Team of the Year 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 ...

Boutique PR Agency of the Year 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 ...

Small PR Agency of the Year 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 ...

Midsize PR Agency of the Year 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 ...

Large PR Agency of the Year 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 ...

PR Agency of the Year 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