Silver Anvil Awards: Meeting the Eye Health Needs of Culturally Diverse Groups

May 18, 2011 by Melissa Snead
The PRSA 2011 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.
 
Join Gary McCormick, APR, PRSA Fellow, as he speaks with Susan English, senior vice president at Euro RSCG Worldwide PR, about reaching a diverse audience with Transitions Optical products.
 
Transitions Optical BrochuresRecognizing an opportunity to boost sales of Transitions lenses among Hispanics, African Americans, and Asian Americans, Euro conducted secondary research to identify the unique eye health and communication needs of each group.
 
To expand Transitions’ overall diversity messaging, Euro implemented a series of strategies, including A Diversity Advisory Board to serve as a pool of “resources” to pitch as multicultural experts and interviewees for the optical trade media.
 
The efforts of Euro RSCG Worldwide PR and Transitions Optical were well received. Following presentations during NFOS and ASCO events, Transitions was asked to present its multicultural resources to seven schools in 2010, with additional opportunities lined up in 2011 and both consumer and trade coverage made a combined 1.6+ billion impressions.
 
Gary McCormick served as PRSA chair and CEO in 2010. He currently works in the corporate public relations arena as director of partnership development for HGTV.
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