PRSA Portland Metro Chapter

Convergence of Traditional Tactics and Digital Channels Steals the Show at Spotlight Awards


Oct 12


Media Contact   

Amy Rosenberg, PRSA Spotlight Awards Chair

 Convergence of Traditional Tactics and Digital Channels
Steals the Show at Spotlight Awards

Grady Britton takes home ‘Best in Show’ for Word of Mouth Project

PORTLAND, Ore. — Grady Britton, Legacy Health, CMD, Edelman, Maxwell PR and Colehour+Cohen were the big winners at this year’s PRSA Spotlight Awards, taking home best in show and 28 individual program awards between them. That’s more than half of the 52 awards distributed to the region’s top communicators on Oct. 25, 2012.

This year, Grady Britton took home the best in show award for a word of mouth program, “Teach Me How to Brushy Goes Viral.” The tooth-brushing rap video transformed an unconventional public service announcement (PSA) into the latest Internet meme in four days. Created by Grady Britton for the Oregon Dental Association, “Teach Me How to Brushy” was discovered virally by “Good Morning America,” “Today,” The Huffington Post and Gawker, which led to tweets from Whoopi Goldberg, coverage in major Oregon media, and user-generated “Brushy” videos.

This year’s awards were determined via a juried process and were independently judged by the Pittsburgh PRSA chapter. “Destination Integration,” the theme of this year’s Spotlight Awards, is intended to highlight the current convergence of digital media with traditional public relations practices.

“Communications is a dynamic field, constantly challenging its practitioners to stay ahead of evolving technology while continuing to hone tried-and-true methods,” said Jenna Cooper-Gross, president of the PRSA Portland Metro Chapter. “The Spotlight Awards honor those who have raised the standards of the practice — through employing exemplary research, planning, execution and evaluation methods to create successful tactics, campaigns and programs.”

The Portland Metro Chapter of the Public Relations Society of America is one of 111 PRSA chapters located across the country. It serves about 200 members from Oregon and Southwest Washington, with the mission of offering public relations professionals a forum for idea sharing, professional development and networking.

PRSA Portland is able to offer cost-effective professional development opportunities for area communicators with the support of these generous sponsors: Wells Fargo, Riley Research Associates, PosterGarden, Legacy Health, PR Newswire, Premier Press, CMD Agency, Your News Inc., Wrigglesworth Photography, Mac’s List, Ram Media and Eat Your Heart Out Catering.

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