Congratulations to the winners of PR Daily’s 2012 Media Relations Awards!

Media relations is the core of what PR professionals do. For companies both large and small, getting your name, story, or cause to your target audience is perhaps the most difficult job in PR—one that takes great skill. Our judges agreed the winners of PR Daily’s 2012 Media Relations Awards succeeded.

You’ve seen the list of winners. Now it’s time to showcase their great work! In this special edition of PR Daily, our judges share their comments on the winning entries.

This year’s winners represent one of our most diverse groups of talent. We honor firms both large and small operating on local, regional, national, and international stages. Regardless of budget and support, these firms show that great work can be done at any scale.

Read about their campaigns as we congratulate and honor their achievements.

Categories

Best Branding or Positioning

WINNER

Honorable Mentions

  • Current Lifestyle Marketing for Hidden Valley Original Ranch Dressings and Dips
  • Eastwick for Violin Memory
  • Grow Marketing for Birkenstock USA
  • KC Projects, LLC for Slice Pizza & Brew
  • M Booth for Unilever
  • RF|Binder for BAND-AID Brand
  • RF|Binder for Dunkin' Donuts

Best Crisis Communications

WINNER

Honorable Mention

  • Strategic Communications of FTI Consulting

Best Event or Stunt

WINNER

Honorable Mentions

  • Ad-diction for Autogermana MINI
  • Nemours Children's Hospital
  • Katz & Associates for The California Office of Traffic Safety
  • LoJack Corporation
  • RF|Binder for Scharffen Berger Chocolate Maker
  • USA Swimming

Best Integration of PR in a Business Campaign

WINNER

Honorable Mentions

  • Bankrate, Inc.
  • Donath Business & Media
  • Genesis and Peppercomm Strategic Communications for Steelcase
  • Northwestern Mutual
  • Wood Group

Best Issue/Cause Advocacy Campaign

WINNER

Honorable Mentions

  • Center for Climate and Energy Solutions
  • Luna Media Group for World AIDS Institute and Timothy Ray Brown Foundation
  • Peel District School Board
  • RF|Binder for Harlem Educational Activities Fund
  • Riley Children's Foundation

Best Online Newsroom

WINNER

Honorable Mentions

  • Florida Realtors
  • Hilton Hotels & Resorts
  • Strategic America for USS IOWA

Best PR Campaign - $100,000+

WINNER

Honorable Mentions

  • Cantor Fitzgerald for its affiliate BGC Partners, Inc.
  • GYMR Public Relations for ABIM Foundation
  • Ketchum for DoubleTree by Hilton
  • National Restaurant Association
  • Phillips & Company for Explore Mars

Best PR Campaign - $25,000-$49,999

WINNER

Honorable Mentions

  • Crosby-Volmer International Communication for CoreLogic Spatial Solutions
  • KC Projects, LLC for Slice Pizza & Brew
  • Matter Communications for Aquabotix
  • National Treasury Employees Union
  • RF|Binder for Gazelle
  • Strategic America for USS IOWA

Best PR Campaign - $50,000-$99,999

WINNER

Honorable Mentions

  • Child's Play Communications for Reading Rainbow
  • CommunicationWorks, LLC for "Generation on a Tightrope"
  • Quinn & Co. Public Relations for Affinia Hotels

Best PR Campaign - Under $24,999

WINNER

Honorable Mentions

  • Konnect Public Relations for Babiators
  • NYU Langone Medical Center
  • Quinn & Co. Public Relations for Waldorf Astoria New York
  • RF|Binder for Abine
  • Silvera for Seniors

Best PR Innovation

WINNER

Honorable Mentions

  • Gate 7 for Visit California Australia
  • MWW for Samsung Electronics Co., Ltd.
  • Sports Illustrated

Honorable Mentions

  • Cathay Pacific Airways
  • Current Lifestyle Marketing for Hidden Valley Original Ranch Dressings and Dips
  • Formula PR, Inc. for Native Union
  • GolinHarris Canada for McDonald's Restaurants of Canada, Ltd.
  • MWW for Samsung Telecommunications America
  • RF|Binder for BAND-AID Brand

Best Response to Breaking News

WINNER

Honorable Mentions

  • Affect for Sophos
  • Brownstein Group for The Graham Company
  • Crosby-Volmer International Communications and CoreLogic Spatial Solutions
  • DuPont Pioneer
  • Edmonton Police Service
  • Goodwill Industries International

Best Use of a Celebrity or Personality

WINNER

Honorable Mentions

  • Kaiser Permanente
  • MWW for Nikon Inc.
  • Northwestern Mutual
  • RF|Binder for JOHNSON'S Baby Brand
  • The Nature Conservancy

Honorable Mentions

  • Chobani
  • Current Lifestyle Marketing for The Clorox Company
  • MWW for Nikon Inc.
  • Phillips & Company for LEGO Education
  • RF|Binder for Talenti Gelato e Sorbetto

Best Use of the Internet or Digital Tools

WINNER

Honorable Mentions

  • Eastwick for NetBase
  • M Booth for Unilever
  • MWW for Nikon Inc.
  • SAESHE for CalRecycle
  • U.S. Department of Labor

Best Use of Video

WINNER

Honorable Mentions

  • Northwestern Mutual
  • Southwest Airlines
  • Union Pacific Railroad

Honorable Mentions

  • SAESHE for CalRecycle
  • Strategic America for Wendy's
  • Union Pacific Railroad

Grand Prize: Media Relations Campaign of the Year

GRAND PRIZE

Honorable Mentions

  • Los Angeles County Metropolitan Transportation Authority
  • Niagara Tourism & Convention Corporation
  • Sports Illustrated

Grand Prize