PRSA to award Golden Anvil to Ofield Dukes at Atlanta conference

WASHINGTON: The Public Relations Society of America will honor

Ofield Dukes with its highest individual honor, the Gold Anvil award,

during its 2001 International Conference in Atlanta next week.



The award to Dukes, the first African-American to receive it, recognizes

the contribution he has made to PR during the past 32 years as head of

Ofield Dukes & Associates, as well as his other efforts to advance the

profession.



"The real measurement of a PR firm is not its size, but the quality of

its service. My goal was to be excellent every day," he said.



A native of Detroit, Dukes worked as an award-winning journalist for the

Michigan Chronicle before moving to Washington, DC in 1964, to join the

administration of President Johnson. He later served on the staff of

vice president Hubert Humphrey. Since 1972, he has served as a

communications consultant for every democratic Presidential

campaign.



In 1969, Dukes opened his own PR agency at the National Press Building

with Motown Records as his first client, and Lever Brothers as his

second.



Dukes also helped organize the PR curriculum at Howard University in

Washington, DC, and taught there as an adjunct professor for 17

years.



For the past nine years, he has been an adjunct professor in the school

of communications at The American University.



Dukes also helped organize the first Congressional Black Caucus

Dinner.



For 10 years, he served on the board of the Martin Luther King Jr.

Center for Nonviolent Social Change.



In 1993, he founded the DC chapter of the Black Public Relations

Society, and has served as its president. Under his leadership, the DC

chapter has become the largest in the BPRS, with close to 200 members.



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