Cook & Schmid Community Relations Programs Named Finalists in 2009 PRSA Silver Anvil Competition

April 28, 2009 - PRLog -- SAN DIEGO—Strategic programs managed by San Diego PR firm Cook & Schmid have been selected as finalists in the Public Relations Society of America (PRSA) 2009 Silver Anvil Award competition.  Cook & Schmid’s work on a fire safety and public outreach campaign for the Mountain Area Safety Taskforce (MAST) in San Bernardino County, California, was named among the nation’s finest in two categories: Community Relations- Government and Community Relations.
The Silver Anvil Awards, which recognize outstanding achievement in strategic public relations planning and implementation, will be presented in New York City on June 4, 2009.  The Silver Anvil is awarded in 54 categories.
This is Cook & Schmid’s third consecutive year as a finalist for the industry’s highest national honor.  In 2007, Cook & Schmid garnered a Silver Anvil, recognizing strategic programs, and a Bronze Anvil, recognizing creative and effective tactics, for its work for clients—the only PR agency in San Diego to receive both awards.
During the two-year campaign with MAST, Cook & Schmid developed and implemented strategies and tactics to build fire-prevention awareness in the San Bernardino County Mountains and to encourage resident and non-resident property owners to take specific actions to reduce fire risk.  Cook & Schmid used primary research to establish benchmarks, inform strategic planning, and measure program results; developed a memorable brand; and convinced residents that “a thinner forest is a healthy forest.”  

The campaign educated community members about creating defensible space around their homes and businesses by removing dead and dying vegetation and thinning green fuel on their property.   Cook & Schmid employed a wide range of tactics to encourage action from community members including brand development, direct mail, Web site development, media relations, speaking engagements, participation at community fairs and festivals and creation of an informational video.  

Their results exceeded program objectives, sparking significant behavior change of 5 to 10 percent and raising awareness and knowledge of specific methods for reducing wildfire risk by 15 to 20 percent.  Forest Care received three times its normal call volume after distribution of the 2007 calendar and 3.6 times its normal calls after the newsletter.  The MAST Web site experienced 383 percent increase in total page views during the month that distribution of the 2008 calendars, brochures and small posters began.
Formed in 2002, MAST is a coalition of local, state and federal government agencies, private companies and volunteer organizations in San Bernardino County that are working together to help prevent catastrophic wildfires.
“This campaign generated measurable results and changed behavior to increase fire safety in the San Bernardino County Mountains,” said Jon Schmid, agency co-founder and the supervising partner on the MAST account.   “Doing great work for clients is always gratifying, but especially so when you know the work contributes directly to saving lives and reducing the number of homes and other structures destroyed in a wild fire.”

ABOUT COOK & SCHMID
Cook & Schmid is a public relations, advertising and marketing agency.  The firm’s marketing communications strategies and public participation programs enable clients to achieve business goals, manage their reputations with key audiences, and achieve consensus on divisive issues. Cook & Schmid's partners and staff include public relations practitioners with decades of experience, former journalists, economic development experts, and a Ph.D. in science. Headquartered in San Diego, California, Cook & Schmid serves clients across the country. The firm is certified as a Minority Business Enterprise by the National Minority Supplier Development Council and the California Public Utilities Commission. Cook & Schmid is also registered as a Small Disadvantaged Business by the Small Business Administration. Additional information is available at http://www.cookandschmid.com.

ABOUT THE PUBLIC RELATIONS SOCIETY OF AMERICA (PRSA)
The Public Relations Society of America, based in New York City, is the world's largest organization for public relations professionals. The Society has nearly 32,000 professional and student members. PRSA is organized into more than 100 Chapters nationwide, 19 Professional Interest Sections and Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has nearly 300 Chapters at colleges and universities throughout the United States.