Cook & Schmid Takes Home Four Bernays Awards at Annual PRSA San Diego Celebration

Sept. 23, 2009 - PRLog -- SAN DIEGO, Calif. — Cook & Schmid, a San Diego-based public relations, advertising and marketing firm was presented with four awards by the San Diego chapter of the Public Relations Society of America (PRSA) at the organization’s annual Edward L. Bernays Mark of Excellence Awards.

The firm won a Silver Bernays Award for Excellence for its seven-month Public Affairs program with the San Bernardino County Registrar of Voters to increase voter turnout, specifically to increase the number of residents voting by mail. The outreach campaign used a variety of channels including radio spots, print materials, media relations, a Web site and attendance at six high-profile community events. Results for the program exceeded the stated objectives as voting by mail increased by 139 percent.

The agency also captured a Silver Bernays Award of Merit in the Community Relations category for changing perceptions of homelessness and driving calls to the Riverside County Department of Public Social Services’ (DPSS) 211 hotline. As the economy pushed more people into homelessness, this program challenged the stereotypes of those in need and encouraged them to contact the DPSS. Execution of the program took the form of a new brand, advertising, posters, media relations and a Web site. The result was a 28 percent increase in calls specific to homelessness to the hotline in the eight weeks following the launch of the program.

Cook & Schmid’s multi-year public affairs campaign developed for the Mountain Area Safety Taskforce (MAST) in San Bernardino County was again honored with two awards. The program previously had been recognized with 13 awards by PRSA national, the American Marketing Association, and the Missouri School of Journalism, among others. For 2009, the firm received a Silver Bernays Award of Excellence in Public Service for its public education program that informed San Bernardino mountain residents about measures they could take to reduce fire risk and encouraging them to take action. The program included the implementation of a variety of tactics, including direct mail calendars and newsletter, posters, brochures, booth presence at fairs and festivals, media relations, and direct outreach to residents through the region’s reverse 911 system.  

The campaign also earned the agency a Bronze Bernays Award of Merit for research done before, during and after its development of the MAST program. Leveraging its research findings, Cook & Schmid built a plan around a memorable, evocative brand, with multiple tactics designed to reach diverse audiences. An initial messaging workshop was conducted with key stakeholders to review initial research findings, refine core messages and test branding approaches. Secondary research was done throughout the program to develop content, ensure accuracy and credibility, and build on best practices in conservation outreach.

“It’s gratifying to have our behavior change campaigns validated with awards that are judged on results Cook & Schmid obtained for clients,” said Cook & Schmid Partner Jon Schmid. “All of these programs addressed important social issues and we were pleased to be involved with them.”

The 2009 Bernays Awards were held at the Loews Coronado Bay Resort on September 17, 2009. A total of 60 awards were presented and recognized the industry’s finest public relations campaigns, tactics and professionals, in categories including media relations, community relations, crisis communications and special events.

ABOUT COOK & SCHMID
Cook & Schmid is a public relations, advertising and marketing agency.  The firm’s marketing communications strategies and public participation programs enable clients to achieve business goals, manage their reputations with key audiences, and achieve consensus on divisive issues. Cook & Schmid's partners and staff include public relations practitioners with decades of experience, former journalists, economic development experts, and a Ph.D. in science. Headquartered in San Diego, California, Cook & Schmid serves clients across the country. The firm is certified as a Minority Business Enterprise by the National Minority Supplier Development Council and the California Public Utilities Commission. Cook & Schmid is also registered as a Small Disadvantaged Business by the Small Business Administration. Additional information is available at http://www.cookandschmid.com.