SAN LUIS OBISPO, Calif. − It’s award season, with two major competitions once-again honoring Barnett Cox & Associates.

Summit International’s 2012 Creative Awards competition recognized the public relations and marketing firm with top honors for two compelling videos. BCA earned awards for the “Battle of the Bay” video featuring Morro Bay, and a community outreach piece created for Achievement House, a nonprofit serving the developmentally disabled.

The lively Morro Bay video mimicked a Food Network “Chopped” promotion to advertise the city’s Battle of the Bay challenge , a highlight of Sunset Magazine’s 2012 Savor the Central Coast celebration of food and wine.

For its portrayal of Achievement House, BCA combined interviews with dedicated staff, happy customers and the program’s clients enjoying meaningful work at the nonprofit facility and out in the community. The video highlights how Achievement House trains people with disabilities to enter the workforce and become productive community members who provide high quality services for local businesses.

Summit Creative Awards considered entries from 22 countries in the prestigious annual contest open to firms with up to $30 million in annual billing.

Both of these videos, plus a BCA demo reel, also picked up bronze Telly Awards.

The Achievement House three-minute video was honored in the charitable nonprofit category for non-broadcast productions and the Morro Bay video was awarded for travel and tourism promotion for online programs, segments or promotional pieces. BCA’s demo reel, featuring the company’s creative style and innovative marketing efforts, was honored in the production company/ad agency category for non-broadcast productions. Check it out at the bottom of the homepage at www.barnettcox.com.

All three videos, along with two other BCA projects, were also honored recently with 2012 Addy Awards.

BCA is delighted that the hard work and creativity of its team members has earned the praise they deserve.

About BCA
BCA provides public relations, advertising and marketing services for businesses on the Central Coast and beyond. For more information, visit www.barnettcox.com.

About Summit International Awards
SIA is the oldest and most prestigious organization conducting an awards program for firms with limited budgets. For 18 years, the Creative Award has used stringent evaluation criteria and blind judging to reward firms that exemplify the best creative work. Go to www.summitawards.com for more information.

About Telly Awards
The 33rd annual Telly Awards honor the very best film and video productions, groundbreaking online video content and outstanding local, regional and cable TV commercials and programs. More info at www.tellyawards.com.

Cabbage Patch Kids were culprits. So was Tickle Me Elmo. These delightful treasures known for their sweet dispositions and insta-smile creating abilities once graced Christmas lists of youngsters worldwide.

They also ignited in-aisle fist-fights and tug o’ wars. Some of the greatest parents in the world were on a mission to bring those highly sought creatures home, even if it meant letting go of every-day politeness.

The battles caused by those lovable huggables made headline news and flashed across televisions in the ’80s and ’90s. But it wasn’t Elmo’s tenacious giggle that caused media to want to write stories about him. It wasn’t even that the toys were priced to move during the holidays. The events caused by them and surrounding them made media take notice.

Media coverage, or earned media, is invaluable for your business. A third party talking up your product strengthens your reputation and communicates who you are to an audience that could be interested in purchasing your product. A great public relations plan will help you get the attention your company wants.

Consider these quick guidelines to creating a strong story to earn the coverage you want:

Be timely.

Today, news moves at the speed of Twitter. So while a three week old story may be interesting, its perceived value diminishes with every passing minute. It takes planning and forethought. But be prepared to share your story as it’s happening and give your audience the thrill of being the first to know – and the first to share it with the world.

Fit the target audience of the chosen media.
Don’t blast a news release to every single reporter/editor/IT person at every news outlet on the western seaboard. Be selective, and respect an editor’s time. If you are able to feed the right person the right information, it provides a better opportunity to establish an ongoing relationship with that reporter or editor.

Offer something significant or useful to the audience.
This is your chance at becoming the expert in your field. Rather than pitching a story about the new computer system you’re installing, share your knowledge of how the system has helped businesses save millions of dollars. Provide an answer to humans’ most pressing question – “What’s in it for me?” – and you’ll discover an audience that’s listening.

Feature a prominent person or business.
That goes for people and businesses nationally and internationally known. But watch out for those up and comers – they’re on the verge of sharing great stories too.

Don’t be shy of the drama.
The reaction to Tickle Me Elmo hitting the market during the holiday season certainly packed a dramatic punch to the headlines. We don’t suggest causing fist fights. But if your story takes a surprising turn, don’t shy away from staying on top of the situation. People have an insatiable desire to fill a void with information, and you should be the only one feeding their appetite with the correct facts.

Have a human interest angle.
Everyone’s got a heart. If there’s something your business does, creates or offers that provides aid to those in need, certainly tell that story. Your good will just might encourage others to do the same.

A great story will stand on its own merits, and reporters and editors will take notice. As you head into the holiday season and considering your Marketing Plan for 2012, remember that a great public relations plan is a strong tool for your business’ success.

And remember – no fist fights.

What’s on your business’ Christmas list this year? Let us know below.