The Public Relations Society of America (PRSA) Central Pennsylvania Chapter has presented PRworks with two awards for initiatives completed in 2021-22. The firm has earned 11 awards from the chapter over the past four years.
PRworks earned a Keystone Award for developing and leading a customized media coaching program for the Pennsylvania Library Association (PaLA) and a Silver Keystone Award for developing a new brand identity for Central PA IEC (Independent Electrical Contractors).
The awards recognize initiatives that comprised the four-step public relations process (research, planning, implementation and evaluation) and achieved measurable success.
Preparing Librarians for Media Interview Success
Public relations professionals are regularly in the trenches of media relations – developing strategies, executing tactics, fielding inquiries and providing counsel. At our best, we are also educators and coaches, imparting our knowledge and best practices on individuals who engage with news media as spokespeople for their organizations.
With libraries facing increased media attention, Pennsylvania Library Association (PaLA) determined that media education and coaching is exactly what its members needed. PaLA, which represents over 1,200 members affiliated with public, academic, special and school libraries throughout the Commonwealth, engaged PRworks to develop and lead a customized media coaching program.
Award judges praised PRworks for its “skilled research approach” to develop the program, stating that it “hit on all cylinders.” Judges also appreciated that the media training sessions focused on key message development and use of voice and body language, as well as likely interview scenarios and practical tips.
“Working with PRworks for media training has been fantastic! The professionalism, well-thought-out instruction and activities, and timeliness were just stellar. Our participants wrote glowing evaluations and are putting their new knowledge and skills to immediate use in ways that are improving connections between their libraries and communities through communications and news media. The end result of the training was successful beyond our expectations.”
– Christi Buker, PaLA Executive Director
Amplifying an Electrical Trade Association’s Brand
Central PA IEC, one of 51 chapters of the national Independent Electrical Contractors (IEC) trade association, found itself at an identity crossroads in 2021. While the chapter’s coverage area once concentrated solely on eight counties in Central Pennsylvania, its footprint grew to 20 counties extending from the Greater Pittsburgh region to the Susquehanna Valley. The name Central PA IEC no longer reflected the area served. Additionally, Central PA IEC was using the visually outdated national IEC association logo as its own, which was not fulfilling the chapter’s desire to project itself in a fresh, contemporary manner.
Central PA IEC engaged PRworks to address its brand challenges. To assess the situation and inform the project, PRworks conducted discovery research. As the process progressed, it prompted the chapter’s leadership and board of directors to ask themselves a strategic question… Is now the time to expand to become a statewide chapter? Leadership and the board resolved that the answer was yes. Central PA IEC pursued negotiations with contiguous chapters, and agreements were reached for the chapter to cover all but three of Pennsylvania’s 67 counties.
The end result was the development a new identity — IEC Pennsylvania — that conveys the chapter’s industry, represents its broad Pennsylvania footprint and appeals to its diverse stakeholder groups.
Judges applauded PRworks’ research which “provided great insight for the foundation of this branding project” and cheered the new brand’s tagline: ”Amplifying Your Potential.”
About PRSA Central PA’s Keystone Awards
Entries for the Keystone Awards are evaluated by public relations professionals affiliated with the Public Relations Society of America.
PRSA is the nation’s largest professional organization serving the communications community with a mission to “make communications professionals smarter, better prepared and more connected through all stages of their career.”
The PRSA Central Pennsylvania Chapter was formed in 1959 and is one of the oldest chapters in the country. Its membership represents a diverse group of public relations professionals at all stages of their careers with a common desire for professional public relations practice and professional development.