Shaw Floors is proud to announce that the company has received a 2012 Bronze Anvil Award of Commendation from the Public Relations Society of America (PRSA), the largest organization of public relations professionals in the country with more than 31,000 members. The Bronze Anvil Award of Commendation, which celebrates tactical excellence in public relations programs, was presented to Shaw in the Media Relations – Non-Packaged Consumer Goods category, recognizing the exemplary public relations strategies and tactics demonstrated by Shaw in its media relations campaign for the launch of the HGTV HOME Flooring by Shaw collection in 2011.

Shaw, along with Bronze Anvil Award winners and other Bronze Anvil Award of Commendation winners, was honored during the 2012 Silver Anvil Awards Evening held June 7 at the Equitable Tower in New York.

“We’re thrilled that the outstanding efforts of Shaw’s marketing and public relations team have been recognized by the PR industry’s leading professional organization,” said Kathy Young, director of marketing for Shaw Floors. “Each year, our team combines creativity with excellence in planning and execution to develop effective campaigns that increase media exposure of Shaw’s brand and flooring collections while driving consumer traffic to our retailer partners across the country. It’s truly an honor to know that our work on the HGTV HOME Flooring by Shaw collection impressed the PRSA judging panel and stood out among the PR campaigns of other nationally recognized brands.” 

Designed to introduce the HGTV HOME Flooring by Shaw collection to the media and to consumers, Shaw’s multi-tiered PR campaign kicked off in March 2011 with a high-profile HGTV HOME media preview event in New York City co-hosted by Shaw, HGTV and another HGTV HOME partner, Sherwin-Williams. Shaw teamed up with Sherwin-Williams again later in the year to secure coverage of their respective HGTV HOME collections in local newspapers and on local television stations across the country. In addition, Shaw presented the HGTV HOME Flooring by Shaw collection to major magazine editors, distributed a multimedia news release about the line to hundreds of media outlets and created informative communications pieces that were given to influential members of the press. Together, these campaign elements generated millions of media impressions through newspaper placements, television segments and online articles, and the Shaw PR team’s efforts also led to coverage of HGTV HOME Flooring by Shaw products in national design-oriented magazines, such as Traditional Home and Woman’s Day Remodeling & Makeovers.

“What an honor and pleasure to award Shaw Floors with the PRSA Bronze Anvil Award of Commendation in recognition of its tactical excellence in public relations,” said Gerard F. Corbett, PRSA chair & CEO. “Recognizing great performance helps raise the bar for all practitioners, and clearly the public relations team at Shaw has delivered value to the organization and contributed to the company’s success in the marketplace.”

The Bronze Anvil Award of Commendation was created by PRSA in 1969 to recognize outstanding public relations tactics – the individual items or components that contribute to the success of an overall program or campaign. Awards of Commendation are possible in 65 categories and subcategories, including Media Relations, Newsletters, Websites, Feature Stories, Press/ Media kits, Podcasts, Word-of-Mouth and Blogs.

Award entries are judged by teams of PRSA members from across the country and by others who have specific category expertise. No Award of Commendation is bestowed in those categories where the judges feel the entries do not rise to standards set forth for the award by PRSA.

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