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Friday, April 01, 2011

Minnesota Public Relations Society of America (PRSA) Classics Awards Honor Top Public Relations Achievements From 2010

The Minnesota chapter of the Public Relations Society of America (PRSA) celebrated the best public relations campaigns of 2010 during the 33rd annual Minnesota PRSA Classics Awards, held at Windows on Minnesota on Thursday, March 31.  The awards banquet, emceed by FOX 9 entertainment reporter Jason Matheson and past president of Minnesota PRSA Kelly Groehler, senior manager, public relations, Best Buy Co., Inc, was attended by more than 250 communications professionals from area agencies, corporations and nonprofit organizations, as well as independent practitioners.

American College of Surgeons and Weber Shandwick Win Best of Show for "Florida Surgical Care Initiative: Setting a National Example for Quality Healthcare." From left to right: Jim McCartney, Marta Fraboni, Shireen Ghandi, Brooke Worden, Sarah Stakston, Amy Devore, Jackie Vos. (PRNewsFoto/Minnesota PRSA)
"The Minnesota PRSA Classics Awards recognize excellence in the field of public relations," said Brooke Worden, APR, president of Minnesota PRSA. "We have such a talented community of local professionals, and the quality of the profession here is extraordinary. This year's winners really stand out for their exemplary professional skills and creativity."
The Classics Awards are divided into two categories: Elements and Programs. Classics Elements Awards honor the best program tactics, while Classics Programs Awards honor the best overall public relations campaigns.
The highest-scoring entries in the Programs Awards category were eligible for the top honor of the evening – Best of Show. The award for Best of Show was presented to the American College of Surgeons and Weber Shandwick for "Florida Surgical Care Initiative: Setting a National Example for Quality Healthcare."
Each year, thousands of patients are impacted and lives are lost by hospital errors and complications – equivalent to a jumbo jet crashing every day – and billions of dollars in costs are added to care for these patients. The American College of Surgeons (ACS) and the Florida Hospital Association partnered with Weber Shandwick to create the Florida Surgical Care Initiative, a program based on ACS' National Surgical Quality Improvement Program, to prevent surgical complications, save lives, improve care and reduce costs. Program elements included development of a logo and all marketing materials, targeted media outreach, branded website, webinar and an anthem video.
Donald G. Padilla Distinguished Practitioner Award
At the awards ceremony, the organization also honored Doug Spong, president of Carmichael Lynch, with the Donald G. Padilla Distinguished Practitioner Award.
Carmichael Lynch is one of America's most-admired creative agencies offering inventive ideas in advertising, public relations and digital. Spong also is the founder and president of Carmichael Lynch Spong, a four-time winner of "PR Agency of the Year" by industry trade publications PRWeek, PR News and Holmes Report.
Spong became a member of PRSA in 1984. He joined PRSA's Counselors Academy in 1986 and earned his accreditation from the society in 1989. Spong serves both national PRSA and the Minnesota chapter in countless ways. Currently, he is co-chair of the 2011 PRSA International Conference in Orlando, Fla. Previously, he has served national PRSA as two-year chair and member of the honors and awards committee; member of the president's task force on certification; and member of the president's task force on defining the profession. In addition to national PRSA, Spong has served the Minnesota chapter as its president; immediate past president; president-elect; board member; and chair of several committees including Classics Awards and Public Relations.
Spong currently serves on the advisory board for the Masters in Strategic Communication program at the University of Minnesota School of Journalism; the dean's advisory council for the College of Liberal Arts and Sciences at his alma mater, Iowa State University; and chairman of the board of directors for Koronis Ministries, a nonprofit camp, conference and retreat facility located in central Minnesota.
Over the years, Spong has received numerous awards for his achievements. He was named to the "Ones to Watch" list by Corporate Report magazine; named to the Minneapolis/St. Paul Business Journal "Forty Under 40" inaugural class; and received six presidential citations for meritorious service to the profession from national presidents of PRSA.

33rd Annual PRSA Classics Winners



ELEMENTS



Brochures

Winfield Solutions Proves Seeing is Believing

Winfield Solutions with Exponent PR



Special Purpose Publications

The 2009 Hormel Foods Corporate Responsibility Report

Hormel Foods with Burson-Marsteller



Multimedia

FSCI: Setting a National Example for Quality Healthcare

American College of Surgeons with Weber Shandwick



Annual Reports (Business/Industry)

Conveying the Vitality of a Health Care Giant

UnitedHealth Group with Padilla Speer Beardsley



Annual Reports (Government/Nonprofit)

Impact

Minnesota Zoo



Media Kits ($15,000 or Less)

Jack Link's Messin' With the Media

Jack Link's Beef Jerky with Carmichael Lynch Spong



Media Kits (More than $15,000)

Larger Than Life Granola Thins Make Media Hungry for Nature Valley

General Mills with Exponent PR



Newsletters

Nourishing Veterinary Know-how

Nestle Purina with Exponent PR



Magazines (External)

'C' the World through CHS

CHS Inc. with Exponent PR



Media Relations (Business/Industry - Budget Less Than $75,000)

The Prairie Club: As Pure as Golf Gets

The Prairie Club with Pocket Hercules



Media Relations (Business/Industry – Budget Greater Than $75,000)

MATADOR by Jack Link's Bold Move into Action Sports

Jack Link's Beef Jerky with Carmichael Lynch Spong



Media Relations (Government/Nonprofit)

Igniting an Outpouring of Online Giving

GiveMN.org with Padilla Speer Beardsley



Feature Writing

Follow These Steps to Improve Pasture Productivity

DuPont Crop Protection with Exponent PR



Technical Writing

A Single Story Creates Competitive Safety Advantage

Rockwell Automation with Padilla Speer Beardsley



Speech Writing

Paying Respect to Environmental Respect

DuPont Crop Protection with Exponent PR



Websites

Linking Advocates to peopleforbikes.org

Bikes Belong with Exponent PR



Research

Assembling a Scrapbook for Growth

Creative Memories with Fast Horse Inc.



Evaluation

Bringing Energy Efficiency into Focus with Trane

Trane with Carmichael Lynch Spong



Social Media

Harvesting Online Enthusiasts for Red Gold

Red Gold with Lemke Anderson



Creative Tactics

Staying Awake for Success

Caribou Coffee with Exponent PR



PROGRAMS



Community Relations (Business/Industry)

Transporting Twins Territory to Target Field

Minnesota Twins with Weber Shandwick



Community Relations (Government/Nonprofit)

Igniting an Outpouring of Online Giving

GiveMN.org with Padilla Speer Beardsley



Institutional Programs (Business/Industry)

Amy's Blend Brews Hope

Caribou Coffee with Exponent PR



Institutional Programs (Government/Nonprofit)

New Revenue for Non-Profit News

MinnPost.com with Fast Horse Inc.



Special Events/Observances (Less than Seven Days - Business/Industry)

Caribou Coffee Grows Hope with Amy's Garden

Caribou Coffee with Exponent PR



Special Events/Observances (Less than Seven Days - Government/Nonprofit)

Igniting an Outpouring of Online Giving

GiveMN.org with Padilla Speer Beardsley



Special Events/Observances (More than Seven Days - Business/Industry)

Expedition 206: 365 Days, 206 Countries, 1 Mission

The Coca-Cola Company with Fast Horse Inc.



Special Events/Observances (More than Seven Days - Government/Nonprofit)

Digerati Join the United Way Dream Team

United Way with Padilla Speer Beardsley



Public Service (Business/Industry)

Pedaling to Mainstream

Bikes Belong with Exponent PR



Public Service (Government/Nonprofit)

Igniting an Outpouring of Online Giving

GiveMN.org with Padilla Speer Beardsley



Marketing Services (Established - Budget Less Than $75,000)

The Shoemaker's Children Get Shoes

Fast Horse Inc.



Marketing Services (Established - Budget Greater Than $75,000)

FSCI: Setting a National Example for Quality Healthcare

American College of Surgeons with Weber Shandwick



Marketing Products (New - Budget Less Than $75,000)

Planting the Seeds for Success

Next Big Thing with Fast Horse Inc.



Marketing Products (New - Budget Greater Than $75,000)

Cooking Up Rewards at the Grocery Store

SUPERVALU with Carmichael Lynch Spong



Marketing Products (Established - Budget Less Than $75,000)

Jack Link's and The Onion Take the App World by Storm

Jack Link's Beef Jerky with Carmichael Lynch Spong



Marketing Products (Established - Budget Greater Than $75,000)

Time's Up, Cupcake. It's Time for Pie!

General Mills with Exponent PR



Crisis/Issues Management (Government/Nonprofit)

2010 Census Issues Management Program Ensures Complete Count

U.S. Census with Weber Shandwick



Internal Communications

Attracting, Retaining and Engaging Achievement Addicts

Carmichael Lynch Spong



Integrated Communications (Products)

Bringing Energy Efficiency into Focus with Trane

Trane with Carmichael Lynch Spong



Integrated Communications (Services)

FSCI: Setting a National Example for Quality Healthcare

American College of Surgeons with Weber Shandwick



Multicultural Public Relations

Expedition 206: 365 Days, 206 Countries, 1 Mission

The Coca-Cola Company with Fast Horse Inc.



Industry Campaign of the Year (Consumer Products)

Expedition 206: 365 Days, 206 Countries, 1 Mission

The Coca-Cola Company with Fast Horse Inc.



Industry Campaign of the Year (Consumer Services)

Moneyvation to Quit

ClearWay Minnesota with Carmichael Lynch Spong



Industry Campaign of the Year (B2B)

Marketing That Works – Deluxe Project REV

Deluxe Corporation with Beehive PR



Industry Campaign of the Year (Health Care)

FSCI: Setting a National Example for Quality Healthcare

American College of Surgeons with Weber Shandwick



Industry Campaign of the Year (Nonprofit)

Igniting an Outpouring of Online Giving

GiveMN.org with Padilla Spear Beardsley



STUDENT



Special Purpose Publications

MnTAP Source Newsletter

Katie White

University of Minnesota



News/Feature Writing

UMN Researchers Identify Drugs That May Fight HIV

Sarah Hamman

University of Minnesota



New Media/Technology

Sioux Falls Tennis Association Social Media Jumpstart Campaign

Augustana PRSSA

Augustana College



Planning

Poland Study Abroad Program PR Campaign

Amber Imdieke

St. Cloud State University



Best of Show

FSCI: Setting a National Example for Quality Healthcare

American College of Surgeons with Weber Shandwick