A PR lesson in polishing a snarky on-air comment

Northeast Ohio Regional Sewer District turns a broadcaster’s wry reference into an information campaign for the Cleveland listening audience, winning a PR Daily Award in the process.

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And sometimes, s#!t happens.

The winning entry for the Best Email Pitch category in Ragan’s 2013 PR Daily Awards is unusual.

The “campaign” was impromptu, and the email went to just one recipient. Most unusual of all, perhaps, was the subject line: Turd reduction.

Wait, what?

OK, a little background might help.

On June 27, 2012, “The Alan Cox Show” on FM radio station WMMS in Cleveland devoted a drive-time segment to beach pollution, specifically bacteria levels along Lake Erie. One caller mentioned the Northeast Ohio Regional Sewer District‘s efforts to curb pollution.

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