A corporate social responsibility campaign by M Booth and client American Express Open won “Best of the Best” honors from the New York chapter of the PR Society at the group’s annual Big Apple Awards.

The “Small Business Saturday” effort aimed to bolster AmEx’s small business service unit while also urging consumers to shop at small business on the weekend of retail’s “Black Friday” in November.

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Rather keynotes the Big Apples event.
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Chapter president Harry Zlokower, president-elect Lea-Ann O'Hare Germinder and Rather.


Dan Rather keynoted the May 24 event at the Mandarin Oriental Hotel in Manhattan, noting PR “at its best” serves both the client and the public interest. “Yes it can make money, and yes it can serve the stockholders and stockholder value, but at its best it’s in the public interest,” he said.

MWW Group was the top winner with five awards, including campaigns for JetBlue (reputation and brand management, crisis comms., issues managment), Museum of Mathematics (community relations), and the Network for Teaching Entrepreneurship (CSR). The firm’s “Flight Plan for the Future” effort for JetBlue, which helped the airline fend off a bid by the Air Line Pilots Association to unionize the airline’s pilots, won the Apples’ top honor for research, measurement and evaluation.

Ketchum took home three awards for its work with IBM and Applied Materials, a total matched by M Booth. Alembic Health Communications, Chamberlain Healthcare PR, Affect, Euro RSCG Worldwide PR and Cohn & Wolfe all won two Apples apiece.

Chapter president-elect Lea-Ann Germinder said the 25th anniversary of the competition brought a diverse group of winners representing the “best and brightest in the industry.”

Margi Booth, CEO of M Booth, won the chapter's John W. Hill award for leadership and ethics in PR, while Maria Russell of Syracuse University took home the Philip Dorf Award for outstanding accomplishments in mentoring PR practitioners and students. The President’s Award went to Ketchum senior partner Barri Rafferty for service and contributions to the chapter.

Full list of winners:

Reputation & Brand Management: Business
Flight Plan for the Future: JetBlue Preserves Its Direct Relationship with Pilots, JetBlue Airways with MWW Group

Reputation & Brand Management: Campaigns with Budgets of $100,000 or Less
Applied Materials Shines a Light on Summer Solstice, Applied Materials with Ketchum

Public Service: Business
Small Business Saturday, American Express OPEN with M Booth

Public Service: Government, Associations & Non-Profit Organizations
Immunizing Americans against Flu Complacency: A Media-Driven Public Health Program, The National Foundation for Infectious Diseases with Alembic Health Communications

Public Service: Campaigns with Budgets of $100,000 or Less
Kids Kicking Cancer Public Service Announcement Campaign and Breath Brake Smartphone App Launch, Kids Kicking Cancer with Chamberlain Healthcare Public Relations

Annual Reports
B + Q, Catholic Charities of Brooklyn and Queens with 15 Degrees

Community Relations: Business Products & Services
IBM Stages Largest Corporate Volunteer Event in History, Reaching Communities in 120 Countries, IBM with Ketchum

Community Relations: Government, Associations & Non-Profit Organizations
MoMath Ramps Up the Rebirth of MoMath, Museum of Mathematics (MoMath) with MWW Group

Marketing Business-to-Business: Other
Rethinking the Business-to-Business Approach, AT&T Business Solutions with Fleishman-Hillard, Inc.

Marketing Business-to-Business: Campaigns with Budgets of $100,000 or Less
Affect Exposes Naked Security - IT Security Blog Established as Premier Industry News Source Garnering 1,067 Media Hits and Exceeding One Million Page Views Per Month, Sophos with Affect

New Media/Social Media Campaign: Consumer Products & Services
Pepto-Bismol Throws a Feast for All, Procter & Gamble with MSL New York

New Media/Social Media Campaign: Campaigns with Budgets of $100,000 or Less
Affect's New York Intern Project Contest Causes Social Media Stir, Over 14,000 Vote for Their Favorite Intern, Affect

Use of Broadcast (Including Video News Release, B-Roll, Satellite Media Tour & Online Distribution)
We're Doin' It Live! Panasonic Breaks Down the Walls of CES and Brings the Excitement to Viewers Across the Globe with Live Interactive Broadcast, Panasonic with Cohn & Wolfe

Public Service Announcement (Print & Broadcast)
Kids Kicking Cancer Public Service Announcement Campaign and Breath Brake Smartphone App Launch, Kids Kicking Cancer with Chamberlain Healthcare Public Relations

Website (New or Newly Designed)
Inspiring a Generation of Beautiful Minds on www.beautiful-minds.com, life'sDHA, an Ingredient Brand of DSM Nutritional Products with Carmichael Lynch Spong

Marketing Consumer Products: Healthcare
Plan B One-Step Full Over-The-Counter Decision: Unprecedented Decision, Unprecedented Results, Teva Women’s Health with Communications Strategies Inc.

Marketing Consumer Products: Technology
Launching a New Category in Vision Technology and Building a National Sales Network, PixelOptics with Makovsky + Company

Marketing Consumer Products: Food, Beverage & Hospitality
Drops of Good: The Maxwell House Community Project, Maxwell House with Hunter Public Relations

Marketing Consumer Products: Packaged Goods
A Plan Tailored for Success, SVP Worldwide with Seigenthaler Public Relations

Marketing Consumer Products: Other
Valvoline NextGen: Launching a “Green" Motor Oil without Making Influencers See Red, Valvoline with Cohn & Wolfe

Crisis Communications: Business
Flight Plan for the Future: JetBlue Preserves Its Direct Relationship with Pilots, JetBlue Airways with MWW Group

Marketing Consumer Services: Healthcare
A Hands On Approach For Pain Management, Purdue Pharma L.P. with Cooney/Waters Group

Marketing Consumer Services: Other
Marketing a New Nail Service to Consumers, CND with RED PR

Multicultural Public Relations: Business
Turning the HIV Fight into a Movement, Bristol-Myers Squibb with Ruder Finn, Inc.

Integrated Communications: Consumer Products & Services
Small Business Saturday, American Express OPEN with M Booth

Events & Observances (One to Seven Days): Business
Campari's “Year of the Negroni”Campaign Campari with Hanna Lee Communications, Inc.

Events & Observances (One to Seven Days): Campaigns with Budgets of $100,000 or Less
The French Will Never Forget, The French Will Never Forget with EURO RSCG Worldwide PR

Events & Observances (One to Seven Days): Government, Associations & Non-Profit
Organizations Immunizing Americans Against Flu Complacency: A Media-Driven Public Health Program, The National Foundation for Infectious Diseases with Alembic Health Communications

Events and Observances: Business
IBM at 100: Focusing Its Place in the Past, Present, and Future, IBM with Ketchum

Global Communications
IBM at 100: Modernizing the Way the World Sees Big Blue, IBM with Ketchum

Internal Communications: Business
Communicating Value in the Absence of a Billable Hour Model, Pfizer Legal Alliance with Coyne Public Relations

Internal Communications: Campaigns with Budgets of $100,000 or Less
The Sigi, Wunderman

Issues Management: Business
Flight Plan for the Future: JetBlue Preserves Its Direct Relationship with Pilots, JetBlue Airways with MWW Group

Corporate Social Responsibility: Business
Small Business Saturday, American Express OPEN with M Booth

Corporate Social Responsibility: Government, Associations & Non-Profit Organizations
Fighting Breast Cancer with the Power of Storytelling, Ford Motor Company with Euro RSCG Worldwide PR

Corporate Social Responsibility-Campaigns with Budgets of $100,000 or Less
Bridging the Educational Challenges of Tomorrow Through Entrepreneurship Education, Teaching Entrepreneurship with MWW Group.