PITTSBURGH — Jan. 30, 2024 — Gatesman kicked off the new year with a strong start following seven wins at the Public Relations Society of America (PRSA) Pittsburgh chapter’s annual Renaissance Awards ceremony on Thursday, Jan. 25.
“Our PR/Social team delivers a high standard of excellence and expertise,” said Beth Thompson, VP, director of public relations and social media. “Our team embodies grit, determination and success, driving us to work hard and to win while being hungry for more. It’s those attributes that generate award-winning work. I’m incredibly proud to lead this team and deliver impact for both the agency and our clients.”
The Renaissance Awards are the highest honor given by the Pittsburgh PRSA chapter and recognize the best public relations campaigns, tactics and practitioners in the area. In addition to earning four Renaissance Awards and one Award of Merit, Gatesman was represented in two of the individual award categories: Communicator of the Year, which was presented to VP, Director of PR & Social Media Beth Thompson, and PR Disruptor, which was awarded to Gatesman client, the Center for Organ Recovery & Education (CORE).
Gatesman 2024 Renaissance Awards:
Nonprofit Communications: CORE sought to educate people who opt out of organ donation due to the misperception that certain characteristics might disqualify them. Backed by its Hacking Human Behavior™ model, Gatesman developed the “No Body is Perfect” campaign to signify that anybody can register as an organ donor, despite any physical or behavioral traits that might make someone second-guess registering. The campaign was highly successful, as CORE met its 2023 goal for online national registrations only six months into the year.
Short Form Content – Blogs: CNX Foundation generates long-term, sustainable returns for the region, the energy industry and local communities across the Appalachian Basin. With a $30 million commitment toward improving urban and rural areas in the region, Gatesman determined that brand journalism would help elevate CNX’s ESG philosophy while reflecting the company’s business goals. Gatesman activated a dedicated content newsroom in order to give target audiences a chance to look for regular community investment updates on behalf of CNX Foundation. With Gatesman’s support, the organization has been able to tap into additional key pillars, earn media placements in hyperlocal news outlets and expand its cadence for sharing CNX Foundation’s impact.
Content Marketing: USG Corporation sought to amplify its Sheetrock® Brand product portfolio and turned to Gatesman for support outlining a yearlong campaign strategy for 2023. Gatesman and USG aligned on amplification through three media partners and tactical recommendations for each partner engagement, which included videos, social content, digital and social ads, blogs and newsletter content. The new content marketing strategy was incredibly successful in elevating the visibility of USG’s Sheetrock® Brand portfolio and securing brand loyalty.
Influencer Relations: SHOP ‘n SAVE, an independently owned and operated grocery chain, challenged Gatesman to reach new customers and demonstrate how shopping at its stores brings value to their daily lives with a heightened focus on fresh messaging and key perks. Gatesman launched SHOP ‘n SAVE’s first micro-influencer program to promote the value SHOP ‘n SAVE brings to the local community. Since recruiting the micro-influencer, Gatesman has achieved a substantial increase in online and offline engagements for SHOP ‘n SAVE and its S.E.E.D. program.
Gatesman 2024 PRSA Award of Merit:
Multimedia Video Content (Social Media - Reels): Gatesman and USG Corporation embarked on an unprecedented influencer activation targeting DIYers (Do-It-Yourself) with the goal of educating prospective audiences and USG’s established audiences. Leveraging its research toolbox, Gatesman pitched an influencer activation for USG Sheetrock® Brand joint compound. Regiena Petersen (@_yourlittleartist on Instagram) — a self-taught 3-D sculptural artist — was a natural fit to help entertain audiences while demonstrating USG’s expertise and building stronger brand affiliations and loyalty. Through one Instagram Reel, Regiena’s content significantly increased USG’s reach and followers.
Gatesman 2024 Individual Awards:
Communicator of the Year: Gatesman’s Beth Thompson was recognized with one of the evening’s top honors for her exemplary contributions to the field. Her selection underscores her impressive achievements over the course of her career thus far, including securing hundreds of news headlines, significantly expanding the agency’s growth and earning more than 80 awards as a leader and key contributor to her clients’ business and work. Click here to read more about the honor.
PR Disruptor of the Year: The Center for Organ Recovery & Education (CORE), the nonprofit organization that facilitates organ, tissue and cornea donation throughout western Pa. and W.Va., was recognized for breaking the mold in its marketing and communications efforts with Gatesman. These efforts have played a role in generating five consecutive record-breaking years for donation in the region. The partnership inspired more than 12,000 new organ donor registrations in 2023, largely fueled by innovative strategies and unexpected creative. The communications team, led by Colleen Sullivan, Director of Public Affairs and Donor Family Services, accepted the award Thursday evening in celebration of the perception-shifting work their team has accomplished with Gatesman and its other partners, all with the goal to further CORE’s life-saving mission.
With offices in Pittsburgh and Chicago, Gatesman offers expertise in strategy/branding, advertising, public relations, social media, digital and analytics. Gatesman is a partner in AMIN Worldwide, an alliance of over 60 independent marketing agencies, and IPREX, a global communications network. Gatesman acquired Quest Fore in 2014 and Noble Communications in 2017.
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