The Michigan Transportation Team (MTT) was honored recently by the East Central District of the Public Relations Society of America with a 2010 Diamond Award for its “Message in a Bottle” public affairs tactic.
The “Message in a Bottle” was part of the MTT and DriveMI’s efforts to help win legislative support for increased road funding. The message was delivered last year, in partnership with the County Road Association of Michigan, by sending clear bottles filled with the pulverized remains of Lake Montcalm Road in Montcalm County to each state legislative office, along with a short message. Montcalm County was one of 24 counties in Michigan forced to pulverize roads into gravel due to lack of funding. There are now 38 counties in Michigan that have turned their roads to gravel.
“We received numerous calls from lawmakers who made it apparent that they heard our message loud and clear with our Message in a Bottle campaign,” said Mike Nystrom, executive vice president of the Michigan Infrastructure and Transportation Association (MITA) and co-chair of the MTT. “Efforts like these help advance our conversation with lawmakers about finding a long-term, sustainable transportation funding solution.”
MTT received the award at a luncheon in East Lansing February 11. The Diamond Awards are presented annually to public relations professionals who have successfully addressed a communications challenge with exemplary skill, creativity and resourcefulness. There were 74 entries in the 2010 PRSA East Central Diamond Awards contest. The PRSA East Central District spans Michigan, Indiana, Ohio, Pennsylvania, West Virginia and Virginia.
The MTT and DriveMI is a partnership of businesses, associations and citizens linked with the common goal of improving Michigan’s transportation infrastructure. For more information, visit www.drivemi.org.
