NEW YORK, N.Y. — Michelin Americas Truck has garnered this year’s Bronze Anvil Award of Commendation, sponsored by the Public Relations Society of America.

Michelin shared the prize with its communications company, Tires and Jackson-Dawson Integrated Marketing Communications.

Michelin and Jackson-Dawson received the 2003 Bronze Anvil Award of Commendation for its “Persuading the Top Trucking Press to Attend a Press Conference” program in the Direct Mail/Direct Response category. The program consisted of three innovative “teaser” mailings that progressively revealed components of Michelin’s eTire System while building on a message about a scheduled press conference. The campaign drew 100 percent of all journalists invited.

The award, which recognizes creative tactics in a public relations campaign, was presented to Michelin and Jackson-Dawson during a special event held June 5 in New York City.

The Bronze Anvil Awards and the Awards of Commendation were created by PRSA more than 33 years ago to recognize outstanding public relations tactics, the individual teams or components or campaigns. They are awarded in 39 categories and subcategories. Other winners included companies such as Procter & Gamble, Jack in the Box, Unimed Pharmaceuticals, St. Jude Children’s Research Hospital, General Mills, Motorola, Maytag, Rockwell Automation and SEGA of America.