This year PRSA partnered with Inside PR, a weekly podcast about public relations and social media, hosted by Gini Dietrich in Chicago, Joseph Thornley in Ottawa and Martin Waxman in Toronto and produced by Thornley Fallis to get behind the scenes interviews with several Silver Anvil finalists.
IBM won big this year, taking home the Best of Silver Anvil Award for their campaign "Centennial Celebration of Service," a year-long, professional skills-based volunteerism initiative that attracted 88 percent of IBM’s 400,000-plus member workforce and supported local community organizations worldwide. Inside PR's Dietrich interviewed Lisa Lanspery, manager of corporate communications at IBM, and Esty Pujadas, partner and director of the Global Technology Practice at Ketchum, about the largest corporate global volunteer initiative.
IBM celebrated its 100-year anniversary as a corporation on June 16, 2011. IBM's Lanspery explains that the company "wanted to use the entire year to celebrate the anniversary. [Ideas for how to celebrate included] lectures at business schools, digital capabilities, as well as this year long, global, hands on celebration of service where [IBM] gave back to the community and volunteered in more than 120 countries."
When asked how IBM and Ketchum decided to pursue the "Centennial Celebration of Service" Puajadas said, "This was a great moment to give back to the community and to celebrate a little bit differently."
For more pre-ceremony footage of IBM before their big win, check out the video interview.