SOURCE: PRSA-NY

May 23, 2008 10:51 ET

PRSA-NY Celebrates PR Industry's Big Night at Its 21st Annual Big Apple Awards

Mort Zuckerman Keynote Speaker; WABC's Michelle Charlesworth and Phil Lipof Hosts; James E. Murphy Receives John W. Hill Award; Eastman Kodak Co. With Ketchum Wins "Best of the Best"

NEW YORK, NY--(Marketwire - May 23, 2008) - More than 300 public relations and communications professionals attended the 21st Annual Big Apple Awards, presented by the New York Chapter of the Public Relations Society of America (PRSA-NY). The keynote speaker for the event was Mort Zuckerman, Chairman and Editor-in-Chief of U.S. News & World Report and publisher of the New York Daily News. Guest presenters Michelle Charlesworth and Phil Lipof from WABC-TV's "Eyewitness News" assisted in awarding 30 Big Apple Awards and 15 honorable mentions.

Ketchum accepted the prestigious "Best of the Best" award for its "ThINK Before You INK! Kodak Revolutionizes the Inkjet Industry" campaign. The consumer-friendly campaign was conducted in conjunction with The Concept Studio (TCS), Mirrorshow and Trillium. Results exceeded client expectations. Kodak achieved key global retail wins and exceeded its sales goal by 20,000 printers. The Ketchum team achieved more than 3,300 stories, reaching nearly 1.5 billion consumers worldwide.

Barri Rafferty, President of PRSA-NY, said, "As the chapter marks its 60th birthday, we celebrate the achievements of our public relations peers through the Big Apple Awards. We have honored more than 1,000 outstanding programs to date. By recognizing the best work in public relations, the Awards help the Chapter bring credibility and recognition to our profession."

The prestigious John W. Hill award was presented to James E. Murphy, Chairman and CEO, Murphy & Co., Retired Chief Marketing and Communications Officer, Accenture, for his leadership in the practice of public relations, demonstration of the highest standards of ethical conduct and his long tradition of service to his clients, profession and community.

HealthSTAR PR took home the "Best Use of Research, Measurement and Evaluation" award for GlaxoSmithKline Consumer Healthcare"Aligning the Healthcare Community, Elite Media and Consumers Behind the Need for alli®" The Institute for Public Relations, an independent nonprofit organization founded by PRSA, presented this award to recognize the science beneath the art of public relations™. This campaign was distinguished by research and measurement's impact on consumer perceptions, physician recommendations, media coverage, Web site visits, and sales.

Individual achievement award recipients included Roberta Elins, Professor, Advertising & Marketing Communications, SUNY Fashion Institute of Technology, who received the Philip Dorf Award for outstanding accomplishments in mentoring PR practitioners and students; and Michael P.Rinaldo, Senior Vice President, Senior Partner, Co-Chair, Global Healthcare, Fleishman-Hillard, Inc., who received the President's Award for outstanding service and contributions to PRSA-NY.

Ann Tan from CCNY received the PRSA-NY/CCNY Stevens Scholarship Award, presented by Lynn D. Appelbaum, APR, Fellow PRSA.

Carmichael Lynch Spong took home seven Big Apple awards and two Honorable Mentions. Other multi-award-winners included Ketchum (two Big Apples and Best of Best), American Kennel Club (3 Honorable Mentions), Cohn & Wolfe (two Big Apples and one Honorable Mention), DS Simon Productions (one Big Apple, one Honorable Mention), Edelman (two Big Apples, one Honorable Mention), M. Booth & Associates (two Big Apples), GCI Group (two Big Apples, one Honorable Mention), HealthSTAR PR (two Big Apples), RF Binder Partners (one Big Apple, one Honorable mention), and Weber Shandwick (one Big Apple, one Honorable Mention).

Deborah Radman, co-chair of this year's Big Apple Awards and president-elect of PRSA's New York Chapter, commented, "In these economic times, clients want to see meaningful results. The Big Apple recognizes those campaigns that helped moved the needle for their client's business and broke through the clutter in a category. We awarded creativity, a demonstrated understanding of the target audience(s), and solid research."

The 2008 Big Apple Awards competition was open to all public relations professionals in New York, New Jersey and Connecticut for programs created in 2007 and implemented anywhere in the United States. To qualify, professionals in the Tri-State Area had to perform most or all of the actual work on the programs. A panel of judges, representing a broad range of disciplines and expertise, was selected from the most senior level and experienced representatives of the public relations industry.

A complete list of winners follows:
2008 Big Apple Winners

CAUSE-RELATED MARKETING
Novartis Pharmaceuticals Corporation with Chandler Chicco Agency
Becoming Christopher

COMMUNITY RELATIONS:  BUSINESS PRODUCTS & SERVICES
Bank of America with RF¦Binder Partners
Bank of America's Neighborhood Excellence Initiative

INTEGRATED COMMUNICATIONS:  CONSUMER PRODUCTS & SERVICES
GlaxoSmithKline Consumer Healthcare with HealthSTAR Public Realtions
Aligning the Healthcare Community, Elite Media and Consumers Behind the
Need for alli®

INTERNAL COMMUNICATIONS:  LESS THAN 10,000 EMPLOYEES
Carmichael Lynch Spong
Communicating with an Organization of Achievement Addicts

INTERNATIONAL COMMUNICATIONS
Bristol-Myers Squibb with CPR Worldwide USA
"B Aware" Campaign Increases Awareness of "Silent Killer" Hepatitis B in
Seven Europe, Middle East and African (EMEA) Countries

MARKETING CONSUMER PRODUCTS:  HEALTHCARE
GlaxoSmithKline Consumer Healthcare with HealthSTAR Public Realtions
Sparking a Weight-Loss Revolution:  the Launch of alli®

MARKETING CONSUMER PRODUCTS:  TECHNOLOGY
Eastman Kodak Company with Ketchum, The Concept Studio, Mirrorshow and
Trillium
ThINK...Before You Ink! Kodak Revolutionizes The Inkjet Industry

MARKETING CONSUMER PRODUCTS:  FOOD & BEVERAGE
Rémy Martin with GCI Group
Selling on the "Black" Market: GCI Group Launches an $8,000 Bottle of
Cognac to Reinvigorate an Historic Brand

MARKETING CONSUMER PRODUCTS:  PACKAGED GOODS
Hasbro Games & The National SCRABBLE Association with Carmichael Lynch
Spong
Wordies Not Nerdies! Creating a SCRABBLE Sensation

MARKETING CONSUMER PRODUCTS:  NON-PACKAGED GOODS
Trane with Carmichael Lynch Spong
Bringing the Value of Clean Indoor Air into Focus:  The Trane CleanEffects
Story

MARKETING CONSUMER PRODUCTS:  OTHER
Sherwin-Williams Paint Stores Group with Carmichael Lynch Spong
From The Runway to Your Hallways

MARKETING CONSUMER SERVICES:  TRAVEL AND TOURISM/HOSPITALITY
Long Island Restaurants with WordHampton Public Relations
Long Island Restaurant Week

MARKETING CONSUMER SERVICES:  HEALTHCARE SERVICES
Somerset Medical Center with M Booth & Associates, Inc.
Sleep for Life: Launching a Sleep Disorders Center

MARKETING CONUSMER SERVICES:  TECHNOLOGY
Joost PR Team with Cohn & Wolfe
Introducing the Future of Television

MARKETING CONSUMER SERVICES:  FINANCIAL SERVICES
Bank Of America with Emanate
No Fees, No Surprises, No Kidding -- Bank of America Gives Customers the
Opportunity to Make the American Dream of Homeownership a Reality with the
Launch of No Fee Mortgage PLUS

MARKETING CONSUMER SERVICES:  OTHER
PETCO Animal Supplies, Inc. with Carmichael Lynch Spong
On Your Bark, Get Set, PETCO!

MARKETING COMMUNICATIONS:  BUSINESS TO BUSINESS:  PRODUCTS
Roche with Fleishman-Hillard, Inc.
Targeted Business to Business Media Campaign Reaches Corporate Audience
with Pandemic Preparedness Message

MARKETING TO SPECIAL OR MULTICULTURAL AUDIENCES:  BUSINESS
Unilever with M Booth & Associates, Inc.
Vaseline Skinvoice Campaign

NEW MEDIA CAMPAIGN
Merck & Co., Inc. with GCI Group
Healthy Menu Makeovers

PUBLIC AFFAIRS:  BUSINESS
AstraZeneca with Edelman
US AGAINST ATHERO

PUBLIC AFFAIRS:  GOVERNMENT, ASSOCIATIONS & NON-PROFIT ORGANIZATIONS
Intercollegiate Studies Institute with G.S. Schwartz & Co., Inc.
Failing Our Students, Failing America

REPUTATION MANAGEMENT:  BUSINESS -- COMPANIES WITH SALES OF MORE THAN $500
MILLION
Shell Oil Company with Burson-Marsteller
A National Dialogue on Energy Security

REPUTATION MANAGEMENT:  GOVERNMENT, ASSOCIATIONS & NON-PROFIT ORGANIZATIONS
American Humane Association with Carmichael Lynch Spong
Reintroducing Humanity

SPECIAL EVENTS OR OBSERVANCES:  ONE TO SEVEN DAYS:  BUSINESS PRODUCTS &
SERVICES
Cadbury Schweppes Americas Beverages with Cohn & Wolfe
Raising the Bar on Sports Drinks:  Accelerade Challenges Athletes to Think
About Protein & Endurance

SPECIAL EVENTS OR OBSERVANCES:  MORE THAN SEVEN DAYS:  BUSINESS PRODUCTS &
SERVICES
Maytag Brand with Carmichael Lynch Spong
The Next Maytag Repairman: Could It be You?

SPECIAL EVENTS OR OBSERVANCES:  MORE THAN SEVEN DAYS:  GOVERNMENT,
ASSOCIATIONS & NON-PROFIT ORGANIZATIONS
Life and Health Insurance Foundation for Education (LIFE) with Weber
Shandwick New York
LIFE Focuses Fragmented Industry Efforts -- Life Insurance Awareness Month

USE OF BROADCAST:  INCLUDING USE OF VIDEO NEWS RELEASE, B-ROLL AND/OR
SATELLITE MEDIA TOUR
Parade Magazine with D S Simon Productions
What America Earns

PSA PRINT & VIDEO PUBLIC SERVICE ANNOUNCEMENT
American Lung Association in collaboration with sanofi pasteur and
Cooney/Waters Group, Inc.
American Lung Association's Faces of Influenza Educational Initiative

WEBSITE:  NEW OR NEWLY DESIGNED
FedEx Corporation with Ketchum and Stromberg Interactive Consulting
A Caring Conversation: Helping FedEx Employees Share the Spirit of Giving
Through Blogging

INNOVATION & TECHNOLOGY
Yale University with Edelman
Open Yale Courses


2008 Honorable Mentions

CAUSE-RELATED MARKETING
Liz Claiborne Inc. with Ruder Finn, Inc.
Teaching Teens and Parents Love Is Not Abuse Online; Liz Claiborne Exposes
Hidden Dangers of "Abuse Through Technology"

CAUSE-RELATED MARKETING
UJA-Federation of New York
UJA-Federation of New York's Neediest Cases Campaign

INTEGRATED COMMUNICATIONS:  CONSUMER PRODUCTS & SERVICES
Panasonic with Cohn & Wolfe
Home is Where the HDTV is; Panasonic Teaches Families About Living in HD

MARKETING CONSUMER PRODUCTS:  FOOD & BEVERAGE
Martek Biosciences with Carmichael Lynch Spong
Putting a Good Fat on The Fast Track:  DHA Omega-3 Goes Mainstream

MARKETING CONSUMER PRODUCTS:  FOOD & BEVERAGE
Wines of Germany with RF¦Binder Partners
German Riesling: As Versatile as a Little Black Dress

MARKETING CONSUMER PRODUCTS:  NON-PACKAGED GOODS
Maytag Brand with Carmichael Lynch Spong
Revitalzing An American Icon

MARKETING CONSUMER SERVICES:  TRAVEL AND TOURISM/HOSPITALITY
New Orleans Metropolitan Convention & Vistors Bureau with Weber Shandwick
Forever New Orleans

MARKETING COMMUNICATIONS:  BUSINESS TO BUSINESS:  PRODUCTS
Steelcase with Peppercom
Steelcase Walkstation Launch:  "Walk, Don't Run, to the Finish Line"

NEW MEDIA CAMPAIGN
Nike with GCI Group
Welcome to Sunday: GCI Introduces Nike's 2007 Rookie Class

PUBLIC AFFAIRS:  BUSINESS
Progressive Bag Alliance with Edelman
Bring It Back...You're Store Recycles Plastic Bags!

PUBLIC AFFAIRS:  GOVERNMENT, ASSOCIATIONS & NON-PROFIT ORGANIZATIONS
American Kennel Club
2007 Dog Lovers Barking Up Wrong Tree/Online Puppy Scam Alert

REPUTATION MANAGEMENT:  GOVERNMENT, ASSOCIATIONS & NON-PROFIT ORGANIZATIONS
American Kennel Club
2006 AKC Registration Statistics

SPECIAL EVENTS OR OBSERVANCES:  ONE TO SEVEN DAYS:  BUSINESS PRODUCTS &
SERVICES
Greater Fort Lauderdale Convention & Visitors Bureau with M. Silver
Associates
Greater Fort Lauderdale Brings the Beach to Snowy Manahattan with
coast(954): The First-Ever Destination Pop-Up Store

USE OF BROADCAST:  INCLUDING USE OF VIDEO NEWS RELEASE, B-ROLL AND/OR
SATELLITE MEDIA TOUR
Macy's with D S Simon Productions
Giant Balloons Take Flight in Preparation for Thanksgiving

PSA PRINT & VIDEO PUBLIC SERVICE ANNOUNCEMENT
American Kennel Club
2007 AKC Public Service Announcement Campaign

About the Big Apple Awards

The New York Chapter of the Public Relations Society of America established the Big Apple Awards program in 1988 to encourage excellence in public relations. Superior communications programs solve problems, change opinions and create opportunities. The Big Apple Awards program seeks to recognize communications professionals who have achieved the standards of excellence.

About PRSA-NY

The Public Relations Society of America, New York City Chapter, is one of the founding chapters of the PRSA, the world's largest professional organization for public relations practitioners. PRSA-NY was founded in 1948 and is the third largest PRSA local chapter in the United States. The chapter serves the interests of public relations professionals working in business and industry, counseling firms, government, associations, hospitals, schools, professional services firms and nonprofit organizations. Chapter board and committee members are volunteer public relations professionals who work in the NYC metropolitan area.