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PRSA Skyline Awards Recap

Kelsey Gunderson

We were honored to be recognized among Chicago’s best and brightest PR professionals at the PRSA Skyline Awards last week. PRSA nominated four Walker Sands campaigns from 2014, which included a mix of data-driven PR, reputation management and brand management. We ended up taking home awards for each campaign -- one Skyline and three Awards of Excellence.


While we pride ourselves on doing great work for all of our clients at Walker Sands, it was great to be recognized for some of our most exciting projects that not only generated top tier media coverage but also dozens business leads for our clients.

Here’s a recap of each campaign that won last week:

DesignCrowd: Skyline Award

Our work for DesignCrowd took home our Skyline for the night. DesignCrowd is the world’s largest online graphic design community, where businesses can post nearly any design request, outsource submissions and pay for their favorites in a matter of days. Walker Sands was tasked with generating buzz, driving web traffic and boosting DesignCrowd registrations in the wake of slow sales and memberships.


The campaign consistedof a series of pop culture-inspired design competitions in which DesignCrowd graphic designers created logos or altered images for prize money. The contest generated placements in nearly every major marketing, business and pop culture publication and increased new registrations by 700 percent.

Networked Insights: Award of Excellence

The Networked Insights team was recognized with an Award of Excellence for their work promoting the client’s social media analytics and sentiment capabilities throughout the World Cup last summer.


Walker Sands used Networked Insights’ marketing analytics platform to monitor discussions around the World Cup, which is largest spectator sporting event outside of the Olympics. The resulting campaign was a timely use of the company’s own data to promote its capabilities. It resulted in 16 major placements, 71 million impressions and $1 million in potential new business for Networked Insights.

InterCall: Award of Excellence

Another Award of Excellence went to the InterCall team. InterCall is the world’s largest conferencing provider and turned to Walker Sands for help generating buzz around a fairly boring topic. The resulting campaign was based on a survey that asked over 1,000 employees about their conference call habits.


The survey found some interesting insights into what employees are really doing on conference calls. For example, half of the respondents said they use the restroom while taking a call. The media outreach was incredibly successful - resulting in 350 media placements, including 114 top tier.

Palo Alto Software: Award of Excellence

The last award of the night went to the Palo Alto Software team for their work promoting the reputation of Palo Alto Software’s CEO, Sabrina Parsons. Parsons is known for her outspoken stance on women in business and the strides she’s taken with her own business to help working moms succeed in the tech industry.


Walker Sands framed Parsons as an “anti-lean in” activist and generated dozens of top tier media coverage about her stance and her cutting-edge workplace policies. Our outreach helped earn Parsons a trip to the White House to discuss her policies and beliefs at the Summit for Working Families.