Risdall McKinney Receives PRSA Bronze Anvil Award

Media kit created for flat-panel mount manufacturer named top winner

NEW BRIGHTON, MINN. – The Public Relations Society of America (PRSA) has recognized Risdall McKinney Public Relations (RMPR) with a Bronze Anvil in the category Media Kits (Special Events/Commemorations).

“Recognition from your peers is second only to recognition from the client for a job well-done,” said Rose McKinney, APR, president of Risdall McKinney Public Relations. “Our work for Premier Mounts demonstrated how strategy and creativity can come together to deliver results that matter – in this case, cultivating media relationships that live beyond media coverage.”

Anaheim, Calif.-based Premier Mounts’ 30th Anniversary Commemorative Lunch Box Media Kit captured the nostalgia of 1977 and was distributed as part of the larger 30th Anniversary and 2007 InfoComm trade show media relations campaign.

Tying into the party theme, RMPR used vintage 1977 metal lunch boxes to hold materials included the following:

  • Customized school notebooks contained company background, historical photos, news releases and spokesperson bios. A table of contents replicated a class schedule, and a font with a handwritten appearance was used.
  • Electronic kits and the Timeline video of Premier’s history were on a CD designed to resemble a peanut butter and jelly sandwich and inserted in a plastic sandwich bag.
  • Handwritten “thank you” note from company founder, Len Dozier (styled to look like a note from mom) thanked media for celebrating the anniversary.
  • Premier-branded water bottles, sugar cookie, lanyard and anniversary button reinforced the company identity.

The 1977-themed media kit proved to be a catalyst for a significant amount of trade show media coverage and editor interest and responses as Premier Mounts’ coverage in the six months following InfoComm increased 71 percent. The significance of clips increased dramatically with company profiles in SCN and CEPro, and bylined articles in ProAV, S&VC and Residential Systems.

In addition to receiving a Bronze Anvil award, the media kit was also honored by Minnesota PRSA and received a Classics Award for “Best Media Kit (Events).”

About the Bronze Anvil Awards
For the past 38 years, the Bronze Anvil Awards have recognized outstanding public relations tactics – the individual items or components that contribute to the success of an overall program or campaign. These tactics – whether a media kit, annual report, newsletter, video program, PSA, speech or website – are the hard-working part of any public relations program.  The Bronze Anvil celebrates the best of the best in tactics through categories reflecting their growing scope, creativity and importance in strategic public relations.

About Risdall McKinney Public Relations (RMPR)
Risdall McKinney Public Relations, a division of Risdall Marketing Group, LLC, is an integrated, marketing-oriented PR agency headquartered in New Brighton, Minn. With 2007 billings of $3.8 million, the agency is ranked as the seventh largest PR firm in Minnesota and is number 182 among the top 250 global firms ranked by the Holmes Report. Its client roster includes local, national and international work for business-to-business and consumer accounts, among others. Visit www.risdallmckinneypr.com for more information.

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