PCI Client Programs Win Five PRSA Chicago Skyline Awards
PCI and several clients celebrated five award wins at the Public Relations Society of America (PRSA) 2023 Skyline Awards.
We are thrilled that five PCI client programs earned Skyline awards this year! From digital marketing to earned media programs, our team members bring campaigns to life and bring value to our clients. Congratulations to all the winners on this well-deserved recognition.
Thank you to PRSA Chicago and the awards committee for a great program. Here is more about PCI’s award-winning programs:
PCI Client Winners of 2023 PRSA Chicago Skyline Awards
Winner: Skyline Award (Events and Observances – Associations/Government/Nonprofit Organizations)
American Academy of Orthopaedic Surgeons (AAOS)
Reaching New Heights
From 2021 to 2023, AAOS partnered with PCI to address a drop in annual meeting registrations due to COVID-19. The strategy involved in-depth analysis, including surveys and behavioral assessments, to create attendee personas and identify barriers to attendance. PCI crafted a digital advertising campaign with AAOS’s 2022 tagline, “Reaching New Heights,” focusing on post-pandemic safety and the global influence of the Chicago-based event.
Targeted ads ran on platforms including Google, LinkedIn, Twitter, and Meta to boost website traffic during the December 2021 to March 2022 campaign. PCI utilized remarketing and retargeting to engage orthopaedic professionals and convert previous visitors. Conversion tracking measured ad impact, and ongoing optimizations fine-tuned keyword bidding, ad content, and A/B testing for better audience resonance. PCI’s efforts helped to reinvigorate attendance and awareness of AAOS’s annual meeting.
Winner: Skyline Award (Best Use of Digital Marketing)
American Society for Gastrointestinal Endoscopy
Colorectal Cancer Screening Saves Lives
Colorectal cancer, the third leading cause of cancer-related deaths in the U.S., prompted a 3-year public education campaign by the American Society for Gastrointestinal Endoscopy (ASGE) in collaboration with PCI. The campaign utilized digital advertising to educate physicians on conveying complex screening guidelines and encouraging high-risk individuals to undergo colonoscopies. Tailored messaging and ads were created for physicians and patients, emphasizing screening guidance and normalizing colonoscopies, especially for those over 45. Diverse, middle-aged patient visuals aimed to address potential disparities in access to screening. PCI executed the campaign, tracking engagement, and optimizing strategies such as keyword bidding adjustments and A/B testing.
Winner: Award of Excellence (Best Earned Media Relations – Associations/Government/Nonprofit Organizations)
The Giving USA: Annual Report of Philanthropy, released with a media campaign, compiles charitable giving data and trends, researched by Indiana University’s Lilly Family School of Philanthropy (LFSOP). PCI led the campaign from February to September 2022, aiming to boost media placements and public understanding of philanthropic trends. PCI helped Giving USA transition from a press conference to a roundtable discussion, attracting media attention and securing 145 placements—a 130% increase from the previous year—reaching an audience of over 2.1 billion.
Tier 1 and Tier 2 publication coverage doubled, totaling 68% in 2022, and 44% of placements included quotes from Giving USA spokespersons, amplifying the report’s impact.
Winner: Award of Excellence (Best Use of Digital Marketing)
American Society of Retina Specialists
See for A Lifetime
Approximately 11 million Americans have age-related macular degeneration, and 7.7 million have diabetic retinopathy, both leading to vision loss. ASRS partnered with PCI for a two-year “See for a Lifetime” digital campaign to raise awareness about retina specialists. Tailored ads emphasized symptoms, early treatment, and the role of specialists, showcasing an active older audience. PCI managed the campaign, directing traffic to ASRS’s “See for a Lifetime” page, tracking through the “Find Your Retina Specialist” tool. Optimization included keyword adjustments, A/B testing, keyword research, and channel analysis.
Winner: Award of Excellence (Best Use of Social Media)
National Society of Genetic Counselors
Supporting Equity in Genetic Counseling
In 2022, PCI partnered with National Society of Genetic Counselors (NSGC) to advance their J.E.D.I. goals, focusing on improving healthcare access for diverse individuals. Utilizing social media, PCI amplified the voices of diverse genetic counselors, educated both patients and providers on equitable healthcare, and reinforced NSGC’s commitment to inclusivity.
The collaboration involved creating a social media strategy outlining target audiences, content themes, tone, and posting frequency. Guidance was provided on addressing potentially misinformed or negative social media content. NSGC’s Instagram launch in April 2022 was facilitated. As a result of the efforts in 2022, NSGC was able to educate the public, expand their following and respond quickly to healthcare equity and policy changes in a shifting social media landscape.
See the full winner list here.
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