The Canadian Public Relations Society

Results were key for 2009 Alberta Areté Award Winner Karissa Boley

In public relations on February 24, 2010 at 4:43 pm

Karissa Boley is a Consultant with NATIONAL Public Relations and the 2009 Alberta CPRS Areté Award Winner for External Communication in Marketing Communications. Her winning project was the My Time to Quit Comedy Tour on behalf of Pfizer Canada. Karissa explains that an innovative campaign and team effort made the award possible.

Q: What was the project that garnered you an Areté Award?

A: The My Time to Quit Comedy Tour for Pfizer Canada, was a comedy show that toured Central and Northern Alberta cities including Brooks, Camrose, Grande Prairie, Fort McMurray and Cold Lake in 2008. It was a campaign to indirectly promote Pfizer’s Champix—a smoking cessation product. The key message throughout the campaign was “talk to your doctor”.

Q: How did you come to choose that for your entry?

A: NATIONAL Public Relations chose to enter the My Time to Quit project because it was innovative; the client, Pfizer, was very supportive; and the campaign was extremely successful. The results were the most positive part of the project—the tour gained positive province-wide media coverage even in cities that weren’t part of the tour, and product sales have seen sustained growth since the tour ended.

Q: Has winning the award affected your career in any way?

A: The project was largely a group effort with my colleagues at NATIONAL Public Relations across Canada, so we see it as an excellent business development tool. Current and future clients have proof that our projects merit awards within the public relations industry. NATIONAL Public Relations also won the 2009 CPRS National Gold Award of Excellence in Communications Management for its “Toughnecks” campaign for client Precision Drilling.

Q: Do you have any tips for people preparing a submission for this year’s award program?

A: Make sure you can demonstrate results. The My Time to Quit Comedy Tour showed results through media hits, consistent key messaging, and product sales results.

For more information about the 2010 CPRS Alberta Areté Awards, go to www.areteawards.ca. Deadline for submissions is March 19, 2010.

Interview conducted by CPRS student member Katie Smith

The 2010 CPRS Alberta Areté Awards are sponsored by CNW Group.


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