SOURCE: Minnesota PRSA

Minnesota PRSA

March 22, 2013 09:00 ET

Minnesota Public Relations Society of America Honors Industry's Top Achievements With 2012 Classics Awards

Minnesota National Guard and Interagency Employment Working Group Win Best of Show for "Hire Minnesota's Veterans"

MINNEAPOLIS, MN--(Marketwire - Mar 22, 2013) - The Minnesota chapter of the Public Relations Society of America (PRSA) celebrated the outstanding public relations campaigns of 2012 during the 35th annual Minnesota PRSA Classics Awards, held last night at The Metropolitan Ballroom in Golden Valley, Minn. The awards banquet, emceed by Heidi Collins, FOX 9 anchor, and Brant Skogrand, APR, Minnesota PRSA immediate past president and PRSA Midwest District chair, was attended by more than 260 public relations and communications professionals from area agencies, corporations, nonprofits, government and freelance sectors.

"The Classics Awards are the Oscars of the Minnesota public relations profession. They recognize our industry's crowning achievements from 2012, acknowledging individual professionals as well as the companies and causes they represent," said Tracy Carlson, APR, president of Minnesota PRSA. "The evening celebrates talented professionals and the leaders who move the profession forward. It truly is our finest hour."

In addition to honoring the top public relations campaigns, David L. Schoeneck, APR, president of The Praxis Group, was honored with the Donald G. Padilla Distinguished Practitioner Award and Christina Milanowski, social media director and account supervisor at Maccabee Public Relations, received the Young Professional Award. The Classics Awards are divided into two categories: Elements and Programs. Elements Awards honor the best program tactics and Programs Awards honor the best overall public relations campaigns. The highest scoring entries in the Programs Awards category are eligible for the top honor of the evening -- Best of Show.

Best of Show Award
This year's Best of Show award was presented to the Minnesota National Guard and Interagency Employment Working Group for its efforts behind the "Hire Minnesota's Veterans" campaign. After increasing levels of unemployment among post-9/11 veterans, the Minnesota National Guard organized "Hire Minnesota's Veterans" to help today's veterans translate and polish their skills and link them with employers. Through this program, the Guard initiated the military-focused Interagency Employment Working Group and created a three-step process for veterans and employers that consolidated existing programs and bridged gaps with new resources. As a result of the campaign, unemployment among a pilot unit with the 1st Brigade Combat Team dropped from 19 percent to 1.3 percent. The campaign earned more than 20 million media impressions about veteran employment and the benefits of hiring veterans.

35th Annual Minnesota PRSA Classics Winners

ELEMENTS

Brochures
Facts vs. Fiction Busting Myths about Kibble Ingredients
Purina Veterinary Diets with Exponent PR

Special Purpose Publications
A Look Inside: Minnesota's Health Insurance Exchange
Minnesota Medical Association

Multimedia
Thought Leadership: Collaborative Consumption Trend
Campbell Mithun

Annual Reports (Business/Technology)
Hormel Foods 2011 Corporate Responsibility Report
Hormel Foods with Burson Marsteller

Annual Reports (Government/Nonprofit)
Celebrate
Minnesota Zoo

Media Kits ($15,000 or less)
Stylmark Media Kit Illuminates New Light Box Technology
Stylmark with Risdall Public Relations

Media Kits (More than $15,000)
New Study: If Kids Won't Eat Salmon, Give Them a DHA Supplement
DSM Nutritional Products with Carmichael Lynch Spong

Newsletters
Experts in Expertise
WinField with Exponent PR

Magazines (External)
"C" the World Through CHS
CHS Inc. with Exponent PR

Media Relations (Business/Industry - Budget Less Than $75,000)
Stratasys Asks the World "What's Possible?" with 3D Printing
Stratasys with Weber Shandwick

Media Relations (Business/Industry - Budget More Than $75,000)
Fiber One Battles Cravings, Sweetly
Fiber One with Exponent PR

Media Relations (Government/Nonprofit)
Giving North American Consumers More Reasons to Say "Olive-You"
International Olive Council with Exponent PR

Feature Writing
Every Bushel Counts x 2
The Mosaic Company with Broadhead

Technical Writing
Making GI Science Digestible for Busy Veterinarians
Nestle Purina PetCare with Exponent PR

Speech Writing
Emphasizing the Caring in CaringBridge
CaringBridge with Fast Horse

Websites
Leading the Way in Website Reliability
Trane Residential Solutions with Carmichael Lynch Spong

Research, Measurement and Evaluation
New Study: If Kids Won't Eat Salmon, Give Them a DHA Supplement
DSM Nutritional Products with Carmichael Lynch Spong

Social Media
Sparking Creativity and Amazement at an All-Nighter in the Twin Cities
Northern Lights.mn with Carmichael Lynch Spong

Creative Tactics
One Giant Pledge
Green Giant (General Mills) with Olson

PROGRAMS

Community Relations (Business/Industry)
Save-A-Lot Shows Families How to Fuel Up for Less
Save-A-Lot Food Stores with Carmichael Lynch Spong

Community Relations (Government/Nonprofit)
Sparking Creativity and Amazement at an All-Nighter in the Twin Cities
Northern Lights.mn with Carmichael Lynch Spong

Institutional Programs (Business/Industry)
A Window into the Presidency: Marvin's 2012 Campaign
Marvin Windows and Doors with Fast Horse

Institutional Programs (Government/Nonprofit)
Hire Minnesota's Veterans
Minnesota National Guard with Interagency Employment Working Group

Special Events/Observances (Less than Seven Days - Business/Industry)
Bringing RSTechED to the Manufacturing Masses
Rockwell Automation with Padilla Speer Beardsley

Special Events/Observances (Less than Seven Days - Government/Nonprofit)
Inspiring Congressional Support of a Life-Saving Cause
Be The Match with Padilla Speer Beardsley

Special Events/Observances (More than Seven Days - Business/Industry)
Making The Midwest Nutty for Nut Goodie
Pearson Candy Company with Fast Horse

Special Events/Observances (More than Seven Days - Government/Nonprofit)
Lighting the Way - Better Business Bureau's Centennial Celebration
Better Business Bureau of Minnesota and North Dakota

Public Service (Business/Industry)
Beautiful Minds at Any Age
DSM Nutritional Products with Carmichael Lynch Spong

Public Service (Government/Nonprofit)
Hire Minnesota's Veterans
Minnesota National Guard with Interagency Employment Working Group

Public Affairs (Business/Industry)
Making the Case for the People's Stadium
Minneapolis Homefield Advantage with Padilla Speer Beardsley

Public Affairs (Government/Nonprofit)
Inspiring Congressional Support of a Life-Saving Cause
Be The Match with Padilla Speer Beardsley

Marketing Services (New - Budget Greater than $75,000)
Fitness to Fit You: Igniting a Member Revolution
Healthways with Risdall Public Relations

Marketing Services (Established - Budget Greater than $75,000)
Save-A-Lot Shows Families How to Fuel Up for Less
Save-A-Lot Food Stores with Carmichael Lynch Spong

Marketing Products (New - Budget Less Than $75,000)
Sustainability in the Stall: Making Beige TP the New Green
Cascades Tissue Group with Kohnstamm Communications

Marketing Products (New - Budget Greater Than $75,000)
Land O'Lakes Bridges the Butter Generation Gap
Land O'Lakes with Exponent PR

Marketing Products (Established - Budget Less Than $75,000)
Making The Midwest Nutty for Nut Goodie
Pearson Candy Company with Fast Horse

Marketing Products (Established - Budget Greater Than $75,000)
Scoring a Marketing Touchdown with Red Gold
Red Gold with Lemke Anderson

International Public Relations
Bon Appetit! Olives and Olive Oil Add Joie de Vivre
International Olive Council with Exponent PR

Internal Communications
Millions of Reasons One Purpose, Repositioning Prime Therapeutics
Prime Therapeutics

Integrated Communications (Products)
Creating Unstoppable Preference for America's Most Reliable HVAC Brand
Trane Residential Solutions with Carmichael Lynch Spong

Integrated Communications (Services)
Save-A-Lot Show Families How to Fuel Up for Less
Save-A-Lot Stores with Carmichael Lynch Spong

Industry Campaign of the Year (Consumer Products)
Land O'Lakes Bridges the Butter Generation Gap
Land O'Lakes with Exponent PR

Industry Campaign of the Year (Consumer Services)
Save-A-Lot Shows Families How to Fuel Up for Less
Save-A-Lot Stores with Carmichael Lynch Spong

Industry Campaign of the Year (Technology)
Stratasys Asks the World "What's Possible?" with 3D Printing
Stratasys with Weber Shandwick

Industry Campaign of the Year (B2B)
Revving Up Anticipation for a Fungus Fighter
BASF Crop Protection with Padilla Speer Beardsley

Industry Campaign of the Year (Healthcare)
HeartRescue Project Inspires Virtual - and Real-Life - Heroes
Medtronic Foundation with Exponent PR

Industry Campaign of the Year (Nonprofit)
Hire Minnesota's Veterans
Minnesota National Guard with Interagency Employment Working Group

STUDENT CLASSICS AWARD WINNERS

News/Feature Writing
Study: Nearly 85 Percent of Campfire Burns in Children are From Day-Old Fires (Article)
Laura Jollie, University of Minnesota

New Media/Technology
The ALS Association, MN/ND/SD Chapter, Social Media Campaign
Lisi Arnstrom, University of Minnesota

Planning
EDDA Strategic Communications Plan
Hannah Kuelbs, Augustana College

Dr. Willard Thompson Scholarship
President's Award ($1,000)
Laura Jollie, University of Minnesota, Twin Cities

Dr. Willard Thompson Scholarship
President's Award ($1,000)
Olivia Jeske, University of Wisconsin, Eau Claire

Dr. Willard Thompson Scholarship
Best of PRSSA ($1,000)
Lindsey Rogers, St. Cloud State University

About Minnesota PRSA 
Chartered in 1949, Minnesota PRSA is the ninth largest chapter of the Public Relations Society of America (PRSA), the world's largest organization for public relations professionals with nearly 32,000 professional and student members. PRSA is organized into 112 chapters nationwide, including 14 Professional Interest Sections that focus on specific industries and practice areas. Minnesota PRSA is comprised of more than 350 professionals from agency, corporate, nonprofit, government and freelance sectors. (http://www.mnprsa.com/)

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