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SCHENKEIN/SHERMAN PUBLIC RELATIONS WINS THE OSCARS OF PUBLIC RELATIONS

 DENVER, April 2 /PRNewswire/ -- Schenkein/Sherman Public Relations has been recognized with the highest public relations honor, the Silver Anvil, for two of its clients, by the Public Relations Society of America (PRSA).
 Programs for the Coors "Literacy. Pass It On." and summer tourism for the Vail Valley Marketing Board received the accolade. Schenkein/Sherman Public Relations is one of the few agencies nationally to win two Silver Anvil awards this year, the equivalent of Hollywood's Oscars in the public relations profession, which recognizes outstanding public relations programs throughout the country.
 "Our clients recognize that great work can be done nationally here in Denver. As a regional agency that is representing clients with national programs, it's gratifying to be recognized by our peers for programs whose results are ranked among the very best in the country," said Bob Schenkein, president of Schenkein/Sherman.
 Coors retained Schenkein/Sherman Public Relations last year to create a national awareness-building program for Coors "Literacy. Pass It On." Coors Brewing Co. chose literacy as the focus of its community relations efforts after discovering that 27 million American adults are functionally illiterate.
 To raise awareness about the illiteracy problem among federal lawmakers who have the power to support funding for more literacy programs, Schenkein/Sherman created an event called National Adult Literacy Graduation Day in May 1992, where members of the U.S. Congress hosted new adult readers from their states in Washington in a traditional graduation ceremony.
 Eighteen U.S. Senators and 11 U.S. Representatives hosted 48 new readers at the graduation event. Sen. Paul Simon (D-Ill.) and other fellow Congressmen wrote letters vowing to continue their efforts to address the illiteracy issue. Sen. Strom Thurmond (D-S.C.) was so moved by the event that he announced during the luncheon that his state's new reader, would be awarded a scholarship from his foundation so she could pursue a degree as a reading specialist.
 Widespread national publicity was generated from the event, including an appearance by new reader Rebecca Feyk and actor Danny Glover on ABC's "Good Morning America," an article in the Washington Times and an appearance by Glover on TV's "Entertainment Tonight."
 The team working on account is: Sharon Sherman, partner; Sheryl Barto, account executive; and Carrie Hugus, account coordinator.
 The Vail Valley summer tourism Silver Anvil was awarded to Schenkein/Sherman for a two-pronged national and Front Range media relations program, which generated awareness and positioned the nation's largest ski resort to travel writers and vacationers as a summer destination.
 The national media relations program included visits by reporters and editors from key target publications such as GQ, Bride's, Reader's Digest, Parents', Recommend, Successful Meetings and McCall's, all of whom have run or are planning to run a summer/Vail story in the near future.
 The public relations program contributed to dramatic summer tourism increases for the Vail Valley, as measured by an 11 percent increase in sales tax revenue, an increase in consumer inquiries of more than 800 percent, and a lodging revenue increase of more than 30 percent.
 The team working on the account was: Sharon Sherman, partner; Teri Grove, senior account supervisor; and Laura Gustafson, account coordinator.
 Silver Anvils were awarded to 45 organizations, from 444 entries submitted to PRSA nationally. Schenkein/Sherman will be given their awards at a dinner which will be held June 9, in New York.
 Schenkein/Sherman Public Relations is one of the Rocky Mountain Region's largest public relations firms. The agency is a member of the North American Public Relations Network, a worldwide organization of public relations firms in North America, Europe and Asia. Agency principals are Bob Schenkein and Sharon Sherman.
 -0- 4/2/93
 /CONTACT: Bob Schenkein of Schenkein/Sherman Public Relations, 303-292-6655/


CO: Schenkein/Sherman Public Relations ST: Colorado IN: SU:

MC -- DV004 -- 2577 04/02/93 14:28 EST
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Date:Apr 2, 1993
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