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Best and Worst Marketers
What jokesters. You haven't lost your touch for the unpredictable, the unexpected and liberal amounts of personal bias.
Not printing the winners' names from the Public Relations Society of America/San Diego County Chapter awards competition (Publisher's column, November, 1997) because, in your words, "too many mediocre agencies won too many awards, so the list is misleading," is itself misleading to your readers.
We sent you the winners' names because, silly us, we thought it was a newsworthy story to the several hundred, maybe even a few thousand, local businesses and organizations that use public relations services. But, silly us again, we never dreamed your personal opinion would override the objective evaluations of senior Las Vegas PR professionals who judged our chapter's entries.
You may have even coined a new oxymoron. Will "award-winning mediocre agency" take its place in the pantheon of oxymorons, right alongside jumbo shrimp and metal woods?
Truth is, we’re extremely proud of the work submitted for our awards competition in this and every other year. In 1996, one of our entries (submitted by a one-person PR agency no less) earned a prestigious Silver Anvil award in PRSA's national competition, recognizing it as one of the 48 best PR programs in the entire country.
Shall we advise next year’s judges that only agencies you personally know and approve of are permitted to win awards? Please let us know so that we can build that into our criteria.
Thanks for enlightening us — and other Metropolitan readers as well — about the policies that shape your publication's news coverage.
PRSA/San Diego County
1997 Board of Directors
Mary E. Schmidt, Donna Smith,
Marisa Vallbona-Rayner,
Amy DeNoble, Fred Cassle, Lynne Friedmann, Marlene Gerber,
Elizabeth McRae, Elizabeth Pecsi,
Julie Smith-Taylor, Bill Trumpfheller, Abe Wischnia
The publisher responds: There were two reasons published in November for pulling the list of awards, which we are pleased to print today: "First, too many mediocre agencies won too many awards, so the lists are misleading. Second, we needed more room for this publisher's column."
You almost got it right. The second reason was real. The first was a joke. No offense was intended. Sorry.
Of course, there is some truth to the joke. Agencies with time and money to carefully package entries to awards competitions often win many. The same is true of journalism contests. You can be the best publicist on earth, but if you spend all your time on your clients and none on packaging award nominations for yourself, you don’t win.
The real reason for pulling the list was to make room for a lengthy essay on the merits of advertising in the Metropolitan vs. the Business Journal. I'd hoped disclosure that the owner of the Business Journal was the target of the largest federal criminal investigation in Kansas City history, that he and his associates pleaded guilty to bid-rigging against the U.S. government, that his operators in San Diego had been charging advertisers — some of them, your clients — based on grossly overstated circulation claims, would evoke more indignation from the PRSA board than the absence of a list of marketing awards.
The policies that shape this publication are truth, fairness, civic and commercial goodness, objectivity, and an eagerness to be used — not abused — by marketers. Cynics, stand aside. Among those practices that constitute abuse is squandering advertising dollars on cheaters while soliciting the Metropolitan for free publicity. Fortunately, there are only a few marketers who fit the abusive category.
We’re proud of many of the marketing professionals — public relations specialists and advertising executives —- who've earned the following awards.
Public Relations Society of
America SD Chapter Awards
Special Award Winners
Public Relations Professional of the Year
Stephanie Casenza
Otto Bos Award
Kenneth G. Ulrich
Diogenes Award
Dr. Brian Blackbourne
Eva Irving Award
Lynne Friedmann
First Place Winners
Ongoing Campaign: Corporate
Drasnin Communications
Hang Ten — Still Groovin'
Ongoing Campaign: Not-for-Profit
The Gable Group
California Avocado Commission Consumer Campaign
Ongoing Campaign: Government
Katz & Associates Inc.
Strategic Plan for Water Supply
One-Time Program: Corporate
Nelson Communications
San Diego Convention Center
One-Time Program: Not-for-Profit
Girl Scouts/The Salvation Army
Be Your Best
One-Time Program: New Product
C.I.M. Inc.
Marisa Vallbona
One-Time Program: Government
Nelson Communications Group
Clean Air Partners
Community Relations: Business
The Gable Group
Paragon Steakhouse Restaurants, Inc.
Community Relations: Not-for-Profit
Joice Truban Curry
Children's Hospital and Health Center
Kids' NewsDay
Community Relations: Government
The Gable Group
San Diego Trolley Mission Valley West Extension
Internal Communications
Steven Schultz
Foodmaker, Inc.
Crisis Communications
Nelson Communications Group
Fallbrook National Bank
Special Event Under $25,000
Public Relations Staff
Bailey/Gardiner Creative Communications, Inc.
White Water Canyon
Special Event $25,000 and over
NST Communications
Henry's Name Change Promotion
Internal Newsletter: One or Two Colors
Janice Collins
San Diego County Water Authority
Connections
Internal Newsletter: Three or More Colors
Michael Godfrey
Children's Hospital and Health Center
Children's Today
External Newsletter: One or Two Colors
Jonathan Bailey
Bailey Gardiner Creative Communications, Inc.
La Jolla Cosmetic Surgery Centre "New You" Quarterly
External Newsletter: Three or More Colors
Mike Kelly
Taylor Made Golf Co.
PURE Magazine
Brochure: One or Two Colors
Greg Starmack
Bailey/Gardiner Creative Communications, Inc.
Bailey/Gardiner Corporate Brochure
Brochure: Three or More Colors
McRae Agency
The School for Enlightenment & Healing
Annual Report: One or Two Colors
Janice Collins
San Diego County Water Authority
San Diego County Water Authority Annual Report
Annual Report:
Three or More Colors
Deborah A. Baker
Girls Scouts San Diego
Audio Visual: VNR
McRae Agency
Global Net Foundation
Audio Visual: Corporate Video
The Townsend Agency
Fujitsu — ICL Corporate Video
Writing: Bylined or Ghost-written Article
Shirley Gines
Foodmaker, Inc.
California Behind the Curve on Food Safety
Writing: News Release
Joyce Vine
Children's Hospital and Health Center
"Image Means Little"
Writing: Media Kit
Deanna Martin Mackey
KPBS Television
"Debbi Fields' Great American Desserts"
Pro Bono
The Gable Group
17th National Veterans Wheelchair Games
Student Project
Cherie Weurding
Girls Scouts/Corona
Ethnic Project
Cassle Communications
Hope Community Development Corp.
Web Page
Mike Kelly
Taylor Made Golf Co.
Second Place Winners
Ongoing Campaign: Corporate
Cassle Communications
Crown Hills
Ongoing Campaign: Not-for-Profit
Jean Walcher
American Council on Exercise
ACE Workout
Ongoing Campaign: Government
Drasnin Communications
Privatization
One-Time Program: Corporate
Marcia Vaughan
Sunrise Medical
Paralympic Sponsorship
One-Time Program: Corporate
Shirley Gines
Foodmaker, Inc.
Back Jack for President
One-Time Program: Not-for-Profit
Joice Truban Curry
Children's Hospital and Health Center
Water Watcher
One-Time Program: New Product
Ed Van Herich
San Diego Gas and Electric
Charging Around San Diego
Community Relations:
Not-for-Profit
DeeDee Traylor
Coronado Transportation Management Association
Bailey/Gardiner Creative Communications
Community Relations: Government
Nelson Communications Group
San Diego Convention Center
Crisis Communications
Jack Berkman
Berkman Marketing
Ringling Bros. and Barnum and Baily: Animal Welfare
Special Event Under $25,000
Mark Morelli
Children's Hospital and Health Center
The Leichtag Family Healing Garden
Special Event $25,000 and Over
Ken David
Capner, Matthews & Walcher
Fiesta Cinco de Mayo 1997
Internal Newsletter: Three or More Colors
Abigail Devine
Sunrise Medical Inc.
Sunrays Newsletter
External Newsletter: One or Two Colors
Drasnin Communications
Expose Yourself
Brochure: One or Two Colors
McRae Agency
Bilbro & Griffin
Brochure: Three or More Colors
Greg Starmack
Bailey/Gardiner Creative Communications, Inc.
White Water Canyon Sales Brochure
Annual Report: Three or More Colors
Kenn Ulrich, APR
Ulrich Communications
SDSU Annual Report
Writing: Bylined or Ghost-Written Article
Jack Berkman
Berkman Marketing
Holiday Inn on the Bay
Writing: News Release
Angelyn Lechman
Stoorza, Ziegaus & Metzgar
Upper Crust Artisan Breads
Writing: Media Kit
McRae Agency
International Schools Cyber Fair
Pro Bono
Bailey/Gardiner Creative Communications
Star Awards '97
Web Page
Nelson Communications Group
San Diego Ad Club Awards
Best of Show
Title: Kalakala Campaign
Art Director: Jason Busa
Copywriter: Rob Bagot
Creative Director: Rob Bagot/Wade Koniakowsky
Agency: Big Bang Idea Engineering
Client: Save the Kalakala
Gold
Title: See the World
Art Director: John Vitro
Copywriter: John Robertson
Creative Director: John Vitro/John Robertson
Photographer: Chris Wimpey
Account Executive: Rae Mackinnon
Agency: Vitro Robertson
Client: Taylor Guitar
Gold
Title: Shoe Buying Rule
Art Director: John Vitro
Copywriter: John Robertson
Creative Director: John Vitro/John Robertson
Photographer: Brad Harris/Neal Brown
Account Executive: Gerry Widmer
Agency: VitroRobertson
Client: Asics Tiger Corp.
Gold
Title: Dog Head
Art Director: Wade Koniakowsky
Copywriter: Kirt Gentry
Creative Director:
Wade Koniakowsky /Rob Bagot
Photographer: Digital Stock
Agency: Big Bang Idea Engineering
Client: Digital Stock
Gold
Title: Flee The Country
Art Director: Wade Koniakowsky
Copywriter: Rob Bagot
Creative Director: Rob Bagot/Wade Koniakowsky
Photographer: Paul Beauchamp
Agency: Big Bang Idea Engineering
Client: STA Travel
Silver
Title: Brew Store
Art Director: Rob Petrie
Copywriter: Craig Evans
Creative Director: Barbie Thompson
Agency: DiZinno Thompson
Silver
Title: Gulls
Art Director: David Fielding
Copywriter: Craig Evans
Photographer: Carl Vanderschuit
Account Executive: Kara Ferguson
Agency: DiZinno Thompson
Additional Contributor: American Color
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