 2004 GOLDEN TRUMPET AWARDS
Golden Trumpet Awards are presented for outstanding
achievement in public relations and honor the individual
achievement of public relations and other communications
professionals.
Community Relations
Helping Children Find Their "Forever Families"
Lisa Claybon
Fleishman-Hillard
The Illinois Celebrates Adoption coalition called on
Fleishman-Hillard to help publicize a media event in
which more than 60 children began or finalized their
adoption process. The event served as a catalyst for
increased adoptions activities throughout the state.
Know Your Money
D. Michelle Flowers
Flowers Communications Group
In 2003, ALCS expanded "Know Your Money," a program
designed to provide an innovative educational initiative
that would improve the quality of life for African
Americans in a changing global environment.
It Plays in Peoria
Beth Mosher
Hill & Knowlton, Inc.
Hill & Knowlton created and implemented a
multi-faceted community outreach approach that would
inform the audience directly about construction, extol
the benefits of the new highway and mitigate the
potential negative effects of Upgrade 74.
The Hershey’s Kissmobile 2003 Tour
Carrie Christopher
Marketing Werks
The HERSHEY’S KISSMOBILES travel nationally to raise
awareness and donations for the Children’s Miracle
Network.
VERB Treasure Hunt
Lauren Russ
Publicis Dialog
Publicis Dialog created the VERB Treasure Hunt as a
way for children to spend a weekend away from their
televisions and out getting active.
Special Events and Observances
Heritage Tractor Adventure
Amy Chmura
Heritage Corridor Convention and Visitors Bureau
More than 300 antique tractors participated in the
Heritage Tractor Adventure, an agri-tourism event to
promote the Illinois and Michigan Canal Heritage
Corridor
Death-Defying Stunt Launches Miller
Russin Royal
Burson-Marsteller
At 30, Miller Lite launched a new era and visual
brand with a pyrotechnic outdoor event that drew rave
reviews and garnered 154 million media impressions,
launching a new attitude at Miller.
Take a Walk on the Southwest Side
Midge Dinou
Carolyn Grisko & Associates Inc.
To build community relations on Chicago’s southwest
side, Carolyn Grisko & Associates Inc. organized the 3rd
annual 5K Walk and picnic, tripling the number of
participants and doubling the sponsorships from previous
years.
150th Anniversary of Levi’s
Carrie von der Sitt
Golin/Harris International
In 2003, Levi Strauss & Co. celebrated its 150th
Anniversary, and the milestone was recognized as a
tremendous opportunity to leverage the company’s
heritage with key audiences.
UNCF Black & White Ball
Phyllis Banks
P. Banks Communications
United Negro College Fund’s 3rd Annual
Black & White Ball raised $1 million and became the most
successful local fundraiser in UNCF history.
John Hancock All-Star FanFest
Jill Allread, APR
Public Communications Inc.
A fresh perspective and relentless outreach resulted
in unprecedented exposure for the 2003 John Hancock
All-Star FanFest event promising baseball heaven on
earth.
Harley Davidson 100th
Jerry Gleason
Weber Shandwick
Weber Shandwick communicated the allure and passion
for the Harley-Davidson brand to an international
audience through the company’s 14-month, 100th
Anniversary celebration.
Internal Communications
Ace Hardware Growth Strategy Launch
Howard N. Karesh
Clear!Blue Chicago
Launching the Ace Hardware Growth Strategy required a
complex, strategic, integrated campaign to educate
multiple constituencies with different information needs
while maintaining strict confidentiality.
Making the ‘Shoe Fit
Monica Kasley
Horseshoe Casino Hammond
A well executed internal communications plan helped
keep staff morale high in the midst of a disruptive six
month construction.
Medical Library Association Advocacy Toolbox
Jill Allread, APR
Public Communications Inc.
The Medical Library Association created a tool to
help educate and motivate its members to face new
challenges within the profession.
The Voice of IT Leadership
Dennis Collins
Tech Image Ltd.,
By combining increase media access with prior media
coaching, Society for Information Management was to
garner significant coverage that enhanced its leadership
position.
Government Affairs
Saving Manufacturing Jobs
Tim Touhy
Hill & Knowlton, Inc.
International Truck and Engine Corporation led a
high-risk public affairs plan to renegotiate with its
union and obtain government funding to help save 750
jobs.
Transforming Illinois Nursing Home Care
Kevin Kavanaugh
Illinois Council on Long Term Care
A first-of-its kind report on the future of Illinois
nursing homes draws raves from state legislators and
inspires groundbreaking progress for Illinois’ frail
elderly.
Issues Management
Home Food Safety Motivates Change
Erika Cornstuble
Edelman Worldwide
Home Food Safety…It’s in Your Hands®, developed
by ADA and ConAgra Foods, is a national public education
campaign designed to motivate consumers to prevent
food-borne illness.
HIPAA Communications Initiatives
Holli Salls
Northwestern Memorial Hospital
This organization-wide communications initiative
educated staff and patients about Northwestern
Memorial’s commitment to patient privacy and
confidentiality and HIPAA regulations.
Crisis Public Relations
Response to Canadian BSE Crisis
Sarah Sarosi
National Cattlemen’s Beef Association and
Burson-Marsteller
The U.S. Beef Industry responded immediately when a
Canadian case of Bovinae Spongiform Encephalopathy (or
"Mad Cow" disease) was diagnosed.
The Midnight Massacre at Meigs
Rachel Goodstein
Friends of Meigs Field
Mayor Daley’s midnight attack on Meigs Field
triggered an emergency response and an on-going
multifaceted program to reopen and reinvent Meigs for
"Parks and Planes."
Sammy’s Bats: Corked or Clean?
Patricia Kremer
The Field Museum
After umpires found cork in Sammy Sosa’s bat, The
Field Museum defused the controversy and defended and
exhibition highlight against charges of possible fraud.
Marketing
Swingline: Reintroducing a Sleepy Brand
Ann Pinkney
CKPR
CKPR creates a media relations program to give
Swingline, a classic but silent 77-year-old American
brand a voice to market its products and brand value.
The Korbel Perfect Proposal Contest
Julie Schweigert
Edelman Worldwide
The Korbel Perfect Proposal Contest extended Korbel’s
positioning, Turning Moments into Memories, by
establishing Korbel as an authority on an "ownable"
moment—the marriage proposal.
Quaker Oatmeal Breakfast Squares Launch
Anna Schneider
The Quaker Oats Company and Fleishman-Hillard
A PR program was created to launch Quaker Oatmeal
Breakfast squares which included research on adults’
breakfast behaviors, media relations and a celebrity
launch event in New York City.
Launch of New Premium Salads
Kim Todd
Golin/Harris International
Launched and promoted the new line of Premium Salads
and promoted the alliance with Newman’s Own salad
dressings.
Something to Squeal About
Andy Richardson
GR*PR
"Something to Squeal About," the DuPage County Fair,
brought squeals from Diane Sawyer on Good Morning
America!
McDonald’s Summer of Fun Happy Meals with JSH&A
Jonni Hegenderfer
JSH&A Public Relations
JSH&A created the innovative program "McDonald’s
Summer of Fun Happy Meals."
United Airlines Launch of Ted
Karen Davis
PR21
PR21 launched United Airlines’ Ted with a creative
campaign that led to the unveiling of the new airplane
livery and name to media.
MusicNow Turns Up the Volume
Brian Burch
Ruder Finn
Ruder-Finn positions MusicNow at the forefront of
legitimate digital music services through an aggressive
thought leadership media relations campaign.
"El Cerdo es Bueno"—Changing Perceptions of
Hispanic Consumers
George San Jose
The San Jose Group
The San Jose Group developed an integrated marketing
campaign to dispel myths about pork among Hispanic
consumers and increase pork consumption among this
group.
International Public Relations
World Children’s Day at McDonald’s
Kim Todd
Golin/Harris International
On November 20, 2003, the stars came out to celebrate
the second annual World Children’s Day at McDonald’s,
held at thousands of participating McDonald’s
restaurants in more than 100 countries.
McDonald's "i'm lovin' it" Global Brand Campaign
Launch
Cathy Nemeth
McDonald’s Corporation
Five cutting-edge, high-energy television commercials
and a full roster of customer and restaurant
communications reflecting the lifestyles and attitudes
of today’s consumers and culture was launched featuring
vocals by Justin Timberlake.
New Media
"As I was Saying"…
Dennis Collins and Ken Krause
Tech Image Ltd.
Tech Image has developed to enhance a web site’s text
based format enabling a personal connection between the
visitor and company.
Brochures, Booklets or Books
Media Guide to DePaul Experts
Robin Florzak
DePaul University
The "Media Guide to DePaul Experts" is a much used
resource that helps DePaul attract 60 reporter interview
requests monthly, resulting in hundreds of stories
yearly.
Parks and Planes: Meigs Field
Rachel Goodstein
Friends of Meigs Field
"Parks and Planes" is a stunning win-win opportunity
reopening Meigs and creating a skypark and aviation
museum at no cost to the taxpayer.
Continental Airport Express 150th
Anniversary Booklet
Judi Schindler
Schindler Communications, Inc.
SchindlerCommunications put together a booklet to
communicate the unique and important role the company
has played in the transportation history of Chicago.
Schools Sharing Buildings
Erica Ringewald
Valerie Denney Communications
The Schools Sharing Buildings tool kit was developed
to help small school administrators learn to share
traditional, large buildings—thus allowing more students
to benefit from smaller learning environments.
Newsletters or Magazines
Building on Hospital Connections
David Bosch
Gift of Hope Organ & Tissue Donor Network
More focused strategies for Gift of Hope’s
communications to hospitals helped result in a record
year for lifesaving organ and tissue donation.
Tribune News
Rhonda Bergman
Tribune Company
This monthly employee newsletter informs employees of
corporate priorities and shares success stories and best
practices at Tribune Company’s
Non-Profit Annual Reports
A Brighter Future Begins with LaRabida
Lisa Jones and Kelly Wood
La Rabida Children’s Hospital
the La Rabida Annual Report is a key component to
reach donors, potential donors, families in one fun and
child-friendly piece.
24/7
Becky Mabry
University of Illinois
The University of Illinois Annual Report24/7, takes
an around-the-clock look at the myriad of ways the
university accomplishes its missions of education,
research, public service and economic development.
Public Service Announcements
A Voice, Resource, Advocate, Friend
Patrick McAuley
Grant Jacoby
Raising awareness of the Foundation’s dedication to
bettering the lives of those afflicted with Epilepsy.
Video News Releases and Films
Evenflo Car Seat Safety VNR
Karen Davis
PR21
PR21 distinguished Evenflo as a car safety leader by
creating and launching a hugely successful VNR that
aired more than 110 markets
Feature Videotapes and Films
PUR – Cleaner Water Improves Health
Dr. Greg Allgood
Procter & Gamble
Creative long-form video educates leading health
decision makers about PuR – a new technology proven
effective in providing clean drinking water for people
in the developing world.
Kevin’s Room 2
Charisse Witherspoon
Witherspoon Marketing Group, Inc.
Drama as a highly innovative health department
approach to increasing health awareness and encouraging
safe sex among gay and bisexual black males.
Print Press Kits
Quaker Oatmeal Breakfast Squares Launch
Anna Schneider
The Quaker Oats Company and Fleishman-Hillard
Press materials to support this program included
tailored press releases, product artwork, spokesperson
bios, fact sheets, and media alerts and a breakfast
comparison chart.
La-Z-Boy Home Theater Collection Kit
Shannon Quinn
L.C. Williams & Associates
The kit helped create a positive perception of the
new La-Z-Boy collection and reinforced the company’s
position as an industry leader among influential media.
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