NEW YORK, Nov. 29, 2011 /PRNewswire/ -- PR Newswire, the global leader of innovative marketing and communications solutions, today announced the launch of The Earnies, the first community-chosen awards program dedicated to earned media campaigns executed through social media channels.

(Photo: http://photos.prnewswire.com/prnh/20111129/NY13757-a )

(Photo: http://photos.prnewswire.com/prnh/20111129/NY13757-b )

(Logo: http://photos.prnewswire.com/prnh/20110719/NY37427LOGO )

"Social media and owned media have completely redefined earned media and forced PR and marketing professionals to strategically rethink the old model, embrace the new opportunities, leverage all influential channels and consistently engage with audiences through social conversations that are ongoing," said Rachel Meranus, vice president, Marketing & Communications, PR Newswire.  "The Earnies will recognize how communicators are doing so innovatively and successfully."

The Earnies award program, which is open to individual practitioners as well as brands and organizations, focuses on the unique approach and strategy used to implement a campaign.  Hosted on the AGILITY@work web site, all submissions will be reviewed by an independent panel of social media thought leaders.  Currently on the panel are David Armano, EVP of Global Innovation and Integration of Edelman Digital; Matt Johnston, CMO of uTest; Tim Moore, SVP/Social Business Architect of Maximum and CEO of CrushIQ; Liz Strauss, co-founder of SOBCon and owner of Successful-Blog.com and Deirdre Breakenridge, CEO of Pure Performance Communications.  From a shortlist of finalists selected by the panel, final winners will be determined by community voting through social media.  The Earnies award program is being launched in the U.S., but is intended to expand globally next year.

The categories include:  Best Use of Video in Social Media; Best Connection to Twitter, LinkedIn or Facebook Audience; Best Case of "Lemons-to-Lemonade"; We Can't Believe That Worked!; Best Outcome Based on Listening/Monitoring/Measurement; and The Earnies Grand Prix.

To learn more about the awards program, review the categories, read about the panelists and to enter a submission, visit AGILITY@work.  The deadline to submit is December 20th, 2011.  Join the conversation and follow the progress of the awards process on Twitter @AgilityAtWork. Final winners will be announced via @AgilityAtWork in early 2012.

SOURCE PR Newswire Association LLC