Pressroom
For Immediate Release March 12, 2009
CPB's Public Awareness Initiative Receives National Award Recognition
Washington, DC -- The Corporation for Public Broadcasting's My Source Public Awareness Initiative has received a second place award in the category of nonprofit campaigns as part of the 2009 PRWeek Awards. The American Heart Association's "Go Red for Women Initiative: Go Red for Women 2007-08 Untold Stories Campaign," won first place.
Judged by public relations and communications professionals, the PRWeek Awards are considered to be among the most prestigious awards in the public relations and communications industry.
CPB's initiative was judged an "effective campaign that put life and energy into a tough market;" a "great public issue and a very integrated campaign;" and that the effort featured "solid strategy and execution."
"The My Source platform provides an opportunity for dialogue between the public and public media that benefits both," said Pat Harrison, president and CEO of CPB.
In 2007, CPB, in partnership with NPR and PBS and stations, collaborated with public relations firm Powell Tate to launch the My Source Initiative to increase the recognition of public broadcasting as a valuable resource that informs, enlightens and enriches public life. Since then, over 200 public television and radio stations in 48 states have utilized the My Source platform, inviting viewers and listeners to tell them what public media means to them. This principal framework of enlisting advocates and ambassadors from public broadcasting's audience was a "key strategic decision," according to PRWeek.
Stations using the initiative have access to extensive online resources, customizable national radio and television testimonials, implementation grants and in-person and online training. They are also better able to capture their stories of impact and share them in ways that deliver specific communications, development and engagement outcomes.
Last week, the My Source Community Impact Awards for Education were presented in Washington, D.C. to 44 stations that utilized these tools in conveying the educational impact their stations had on their area. The awards were presented at the Council of Chief State School Officers/Public Broadcasting Executive Summit.
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About CPB
CPB is a private, nonprofit corporation created by Congress in 1967 and is steward of the federal government's investment in public broadcasting. It helps support the operations of more than 1,100 locally-owned and -operated public television and radio stations nationwide, and is the largest single source of funding for research, technology, and program development for public radio, television and related online services.