The best public relations programs and tactics implemented in 2020 were honored by the PRSA chapter at its annual Paragon Awards. With the rise in COVID-19 cases across the country and ongoing challenges due to the spread of the Delta variant, the 2021 Paragons Awards ceremony was held virtually and can be viewed here.
In all, 24 awards were presented for PR programs and tactics to local agencies, corporations and nonprofits that exhibit industry best standards in research, strategic planning and results-driven execution that made an impact. Cramer-Krasselt and Laughlin Constable both received the Best in Show distinction by securing the highest scores in the public relations program category.
Cramer-Krasselt’s “Let it Rain-X Road Trip” campaign took viewers on a virtual road trip through New England. A series of videos featuring Emmy Award-winning TV personality and technology expert Katie Linendoll highlighted how to help consumers prepare to get back on the road confidently.
Laughlin Constable’s “De-Escalation Amid the Pandemic” campaign for the Crisis Prevention Institute also received the Best in Show award. Focusing on heightened tension because of the pandemic and civil and political unrest, the phased campaign generated nearly 500 news stories including coverage in New York Times, HuffPost, Fast Company and Germany’s Deutschland Radio.
Public relations programs/tactics recognizing Awards of Excellence (receiving scores 45 or higher out of 50):
- Enlist Weed Control System – Virtual Tech Center Tour (video tactic), Bader Rutter/Corteva Agriscience
- Broan Come Home to Fresh Air (miscellaneous – rebranding tactic), Cramer-Krasselt
- Cathedral City Cheddar Debut (media relations program), Cramer-Krasselt
- Milwaukee County COVID-19 Multicultural PR (media relations program), Kane Communications Group
- Calling all Coins! (media relations program), Laughlin Constable
- Nordic Noel Delivers Holiday Hygee (marketing consumer products/services), Laughlin Constable
- WDA’s 150th Anniversary (events & observances tactic), Wisconsin Dental Association
- Communicating During COVID: Wisconsin Dental Association’s Coronavirus Email Alerts (online communications tactic), Wisconsin Dental Association
- Safe Care During COVID: Wisconsin Dental Association Public Awareness Videos (video tactic), Wisconsin Dental Association
Public relations programs/tactics recognizing Awards of Distinction (receiving scores 40-45 out of 50):
- ORBIS Corporation Trade Media Relations Program (media relations program), Bader Rutter
- Cat’s Pride Twin to Win (social media program), Cramer-Krasselt
- TIKI Brand Fire Pit and Wood Pack (integrated communications program), Cramer-Krasselt
- TIKI Brand Fire Pit and Wood Pack (influencer marketing program), Cramer-Krasselt
- Montchevre Try it with a Little Goat (influencer marketing program), Cramer-Krasselt
- Integrated Communications: Broan Come Home to Fresh Air (integrated communications program), Cramer-Krasselt
- Nostalgic Family Fun Amid Summer Pandemic (events & observances tactic), Laughlin Constable
- Solo Summer ThanxBox (creative tactic), LePoidevin Marketing
- We’re All In Small Business Saturday Campaign (social media tactic), Nelson Schmidt Inc.
- We’re All In Social Media Campaign (social media program), Nelson Schmidt Inc.
- Commit to Win Content Campaign (content marketing program), Nelson Schmidt Inc.
- Power Cable Safety Content Campaign (content marketing program), Nelson Schmidt Inc.
- Weill Center for the Performing Arts Reopening Announcement Plan (crisis communications program), Weill Center for the Performing Arts
