Silver Anvil Awards: Fuel for Thought: American Airlines Gets Fuel Smart

The PRSA 2010 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.

 

Listen in as Deb Radman, APR, PRSA Fellow, speaks with Sue Gordon, managing director of corporate communications at American Airlines, about the “Fuel for Thought: American Airlines Gets Fuel Smart” campaign.

The “Fuel Smart” program, launched in 2005, is an employee led effort to identify, evaluate and implement ideas that safely reduce the company’s fuel consumption and continues to be a proactive step the company is taking to combat rising fuel prices. Fuel Smart also contributes toward American’s environmental efforts.

As fuel costs stabilized, the “Fuel Smart” team was concerned employees would relax their efforts. They asked Weber Shandwick to create a communications plan for 2009 that would continue to remind employees that fuel conservation should continue to be part of their daily routine. By executing this plan, Weber Shandwick helped American Airlines exceed its communications goals, while preserving the high level of success from the previous year.