February 15, 2010
PR News presents the winners of its 2010 Legal PR Awards, which recognize excellence in litigation and law firm communications. From media relations to crisis management, these companies set the standard for legal communications. The Legal PR Award winners were honored at PR News' CSR Awards luncheon on Feb. 24 in Washington, D.C.
Crisis Management/Response: Rasky Baerlein
Zoo New England: Two Zoos, One Story
Zoo New England had a problem. In July 2009, after the Massachusetts governor had cut the nonprofit's funding by two-thirds, risking the viability of its two zoos, its CEO launched some controversial, if accurate, remarks that set off a media and political firestorm. In an effort to regain control of the conversation, ZNE commissioned Rasky Baerlein to help quell the torrent within the state capitol and across the editorial pages of regional publications. Through a shift in discussion, the formulation of an articulate action plan and savvy outreach to politicos and the public alike, the communications firm was able to gain control of the dialogue and reorient the perception from controversial to one of clear-eyed necessity. The strategy worked: ZNE's perception improved and its zoos remained open.
















































