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


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) -- 03/22/13 -- 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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Abra Williams Minnesota PRSA Media Relations abra@maccabee.com 612.294.3129

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