The Power of Mouse to Mouse

The following article appears in the January-February issue of “School Leader,” New Jersey School Boards Association’s official magazine.

Cutting Through the Clutter Using “Word of Mouse” – The Future is NOW

By M. Larry Litwin, APR, Fellow PRSA [To comment: larry@larrylitwin]

M. Larry Litwin, APR, Fellow PRSA,  is an associate professor of public relations at Rowan University in Glassboro and a former school public information director in Washington Township, Gloucester County. He is the 2006 recipient of the National School Public Relations Association’s Lifetime Professional Achievement Award for “excellence, leadership, contributions to the profession, and advocacy for students and our nation’s public schools.” His two books, The Public Relations Practitioner’s Playbook and The ABCs of Strategic Communications, both published in 2009, have won national acclaim.


         In your wildest dreams, as a school district communicator in New Jersey, could you imagine asking voters to approve $60 million in bonds – not for a school – but for a new high school football stadium?

         A Texas school district did and won voter approval (May 2009) with a 63 percent yes vote. To set the record straight, voters in the Allen Independent School District, a Dallas suburb, approved a $120 million bond initiative, which included new performing arts and transportation service centers.

         Allen and other school districts have adopted strategies and tactics used by the nation’s most successful enterprises – proving that when it comes to communicating with our many audiences, the future is now.

         After paving the way with an effective 1:1 (one to one) electronic marketing/communication approach, Allen tested the so-called Aladdin Factor: ask, and the worst thing that can happen is – the wish isn’t granted.

         To have its wish granted – or in intellectual terms – its objectives and goal achieved, Allen and its public information director Tim Carroll, a New Jersey product, relied on its well-established 1:1 program, which includes sending its messages to voters and encouraging feedback. That interactive approach helped shape the campaign and many other facets of the district’s on-going two-way communication.


         1:1 complements – and in some districts, greatly reduces – the

multi-step communication information flow in which news releases are sent to the media for broadcast or publication. It adds meaning to the term “direct communication” and eliminates a district’s reliance on others to communicate important strategic messages.

         “1:1 promises accuracy, speed and dividends on the ‘investment,’“ says Carroll. “It’s an investment because those thousands of dollars once spent on printed publications are now redirected to such online communications as targeted e-mails, newsletters, ‘fliers’ and other strategic messages vital to parents, businesses and other residents.”

         Carroll points out that his district “actually spends less now than it did with hard copy publications.” School districts ready to take the plunge must do as major corporations do – develop effective tactics that rely on a

long-term planning strategy, an initial relationship management effort and a

well-maintained (current and error free) mailing list.

“It’s important to remember that brilliant tactics do not overcome a

flawed (business) strategy,” says Ed Ziegler, Wilmington University lecturer and former Rowan University marketing director. “School districts, like businesses, should communicate the value of what they are offering to those who can benefit the most.”

         1:1 marketing has been around for years – used primarily by magazines and brand manufacturers who send fliers through regular (U.S.) mail. Once called inkjet printing, such mailers personalize each piece with the recipient’s name. In fact, 1:1 has become so precise that some magazines offer personalized ads within the publication.


         Others use “customization,” which includes the recipient’s name (accomplished through a mail merge) – plus other personal information such as, “Your wife, Nancy and teenage children, Julie and Adam, would love a free week at the Marriott here in Hilton Head.”

         That is quintessential targeting (with the help of outsourcing), which has made it possible for businesses and school districts to accomplish the same bottom line via e-mail, social media and other technology. Some refer to such programs as 360-degree communication – using as many online and interactive channels as time and knowledge permit.

         The 1:1 strategy relies on services provided by ListServ and other mail merge vendors. Many districts already contract vendors to help blast phone messages, texts and e-mails to parents and students particularly on urgent matters (snow closings) or emergencies. Many of these same vendors – for a fee – are willing and able to turn nonpersonal electronic mailings into a product that is almost certain to get the receiver’s attention.

         A recent Rowan University study reveals ”the majority of American consumers want organizations to interact with them electronically.” Rosie Braude, who conducted the study, says, “It shows the majority of consumers consider organizations using social (and other online) media as innovative and that the use of social media can improve an organization’s reputation.” Braude, a Rowan program assistant, is past president of the university’s student public relations chapter.


         As Carroll and his staff have proven, “It is a cost-effective practice that may not guarantee results, but most certainly will cut through the clutter and get your target audiences’ attention.”

         Braude’s study reinforces the premise that audience lists for 1:1 must be current, as evidenced by comments from Southwest Airlines.     “Organizations need to define the purpose behind their electronic involvement and establish goals of what they’d like to accomplish,” Braude says. “They will also have to invest a significant amount of time and energy (initially) formatting, editing and updating each social media tool – whether it is direct mail, newsletters, blogs, Twitter or any other tools they use.”

         Says Philadelphia advertising executive Barry Magarick: “For a message to be effective, you first must get someone’s attention.” If you don’t, you are wasting your time and money.

         As school district employees, responsible for keeping parents and all other taxpayers informed, we should be communicating 365 days a year (sound familiar?) – not just prior to budget and bond issue votes. That’s where 1:1 could help.

     “Today, more and more effective marketing communications programs rely on an integration of various media including personalized direct mail that can be offered with e-mail and other integrated products,” says Dean Pugh, account manager with the global firm, CRW Graphic in Pennsauken (Camden County). “Consumers rely on a mix of print and non-print media (to get their information) as evidenced by the fact that 51 percent of consumers indicate that traditional mail is still their preferred method of contact.”


         “That,” according to Ziegler, “is why schools, like businesses, should link all their communication (marketing) activities together to achieve a single goal. Their communication efforts should tie together a consistent look, feel, tone, and message that support their mission.”

         Many districts blast a weekly communication to school families and other subscribers (called RSS feeds – Real Simple Syndication). Some include a newsletter in the e-mail while others offer a link.

         With proper planning and minimal effort, that e-mail could open with: Hello Mr. and Mrs. Litwin, this week’s District e-News includes a summary of elementary school awards, this week’s school board meeting and the district’s search for a new superientendent. The Litwin family might be interested in reading about proposals to refirbish the auditorium at High School North. That introductory paragraph is referred to as an infosnack. A recipient simply clicks on the infosnack and up comes the entire story, video, “poster,” etc.

         As Allen’s Tim Carroll notes: “Electronic communication has become an expectation from our parents and is a part of almost all parent interactions.  What began as electronic newsletters has become a comprehensive and interactive communications effort aimed at parents – 360 degree. 


          “In our suburban school district of 19,000 students,” says Carroll, “we produce e-announcements at the district level monthly and at the campus (local) level weekly.  All of our back to school registration materials and handbook acknowledgements are now done online. All payments for school lunches, textbook fees, student organization fees, etc., are all done online.” 

          His parents and others were early adopters because, according to Carroll, “Emergency communications from the district can reach parents at home, at work and on their cell phones within seconds if necessary.”

          Many New Jersey districts are finding out what Allen discovered several years ago – parents like checking their child’s attendance and viewing real-time grading books online. As they become more comfortable with the process, parents and those they talk to, come to rely on and trust school district messages. It was that credibility (trust) and believability (truth) that helped persuade voters to take the $120 million plunge.

          Carroll, Pugh and others agree, a key to electronic 1:1 communication is brevity. “Parents are more attuned to e-communications and therefore are less tolerant of lengthy or time consuming emails from school districts.” (Keep in mind, some elementary school parents are products of the MTV generation – accustom to short, pithy messages. They are texters and Facebookers.)

          It is interesting to note that while parents and others like those short, to the point, communications, tweeting has not yet caught on. However, one thing is certain, says Carroll, “Turning print materials into pdf files and posting them no longer gets attention.”


          Here are some suggestions as your district explores 1:1:

  • Create a well-maintained electronic data base with as many key fields as you believe are necessary to help you effectively communicate targeted messages with parents and others in your district – especially key communicators and municipal and state officials.
  • Research vendors (talk with other districts) to find out how they can partner with your district in an on-going 1:1 money-saving communication plan. Two vendors who come to mind are eChalk, School Messenger,
  • The importance of a well-maintained list cannot be stressed enough. Last Father’s Day an inline attachment from a large local car dealership wished Nancy a Happy Father’s Day, rather than Larry. Credibility was immediately damaged.
  • A good start would be establishing a weekly school blog (if you don’t have one) as a conditioning tool. Distribute it via an RSS feed and audiences will come to rely on it. Creating a school (district) blog as the centerpiece of a 1:1 social media strategy is a strategic investment in stakeholder longevity.

             School blogs help build those online communities around issues of interest to parents, students, employees, taxpayers and other stakeholders.


          In today’s “word of mouse” world, schools (districts) are discussed online, whether or not the schools participate in the conversation. To maintain credibility and support their “brand,” schools must interact with their audiences – online. Blogs and 1:1 are vivid examples of 21st century credibility using a 21st century tactic:

  • Blogging allows a school to benefit from stakeholders’ praise to the


  • Schools can win over readers’ testimonials that satisfy their need to

                    demonstrate they are making a difference.

  • As people share their experiences with others, it builds a sense of

                    community that links value with your blog and brand.

  • School communicators would be party to the positives and, more importantly, the negatives and become “rapid responders>’

          Like Allen, Texas, New Jersey school districts that plan and execute effective 1:1 programs using “word of mouse” to cut through the clutter, will soon view themselves as brand champions.



PSWA banquet on Jan. 31: So who’s going to be there? The Public is invited

The Philadelphia Sports Writers Association hosts its 107th annual Awards Dinner on Monday night, Jan. 31.

The event will be held at the Crowne Plaza hotel on Route 70 in Cherry Hill, just minutes from all Philadelphia bridges. Doors open at 5 p.m., and dinner starts at 6:30.

The public is welcome, and tickets are available by clicking here.

Award winners include:

Roy Halladay (Phillies) – Outstanding Pro Athlete
Bill Bergey (Eagles) – Living Legend
Bobby Convey – Native Son
Elton Brand (76ers) – Good Guy Athlete
Philadelphia Flyers – Team of the Year
Sheila Reid (Villanova cross country) – Outstanding Amateur Athlete
Shane Victorino (Phillies) – Humanitarian Award
Jack Childs (Drexel wrestling coach) – Special Achievement
Fran Dunphy (Temple basketball coach) – Special Achievement
Al Bagnoli (Penn football coach) – Special Achievement
Herb Magee (Philadelphia University basketball coach) – Special Achievement
Matt Hoffman (Rowan football) – Special Achievement
Villanova Cross Country, Gina Procaccio – Special Achievement
Gabby Mayo (Texas A&M women’s track) – Frank Dolson Award (Penn Relays)
Wyatt Middleton (Navy football) – Army-Navy MVP

Other speakers include:

Charlie Manuel (Phillies manager)
Steve Addazio (Temple’s new football coach)
Joe Conklin (sports comic)

Other dais guests:

Ruben Amara (Phillies GM)
Elizabeth Donald (Penn women’s rowing)
Rebecca Donald (Penn women’s rowing)
Christina Mastropaolo (Drexel field hockey)
Jill Davis (LaSalle women’s lacrosse)
Sarah Simonetti (Philadelphia University cross country)
Nicole McCreight (St. Joseph’s field hockey)
Lavoy Allen (Temple basketball)
Ben Ijalana (Villanova football)

The PSWA awards dinner is open to the public. Tickets are still available ($95). Click here to order tickets online.

Public invited as Sports Writers honor Halladay, Victorino, Manuel, Amaro, Bergey and others

To comment:

Phillies pitcher Roy Halladay, who threw a pair of no-hitters – one a perfect game – and won 20 games during the regular season, will be honored as Pro Athlete of the Year by the Philadelphia Sports Writers Association at its annual dinner, Monday, Jan. 31 at the Crowne Plaza in Cherry Hill.

The public is invited to attend and see Halladay be presented with his National League Cy Young Award.

The Flyers, who advanced to the 2010 Stanley Cup Finals before losing to Chicago, are the association’s Team of the Year.

Other individual award winners include Phillies outfielder Shane Victorino (Humanitarian), 76ers forward Elton Brand (Good Guy), former Eagles linebacker Bill Bergey (Living Legend) and San Jose Earthquakes forward Bobby Convey (Native Son).

The association also will honor the 2010 Most Courageous Athlete, whose identity is kept secret until the night of the dinner.

Tickets are $95 for the dinner, which begins with a social hour at 5:30 p.m.

More information can be obtained at

‘Nova’s Sheila Reid Named PSWA’s Outstanding Amateur

To comment: The PSWA Dinner is open to the public. Visit

Villanova track and cross country All America Sheila Reid has been named the Philadelphia Sports Writers Association’s Outstanding Amateur Athlete.

Reid, the 2010 NCAA cross country individual champion, will be honored at the PSWA’s 107th annual Sports Awards Dinner on Monday, January 31, 2011 at the Crowne Plaza Hotel, on Route 70 in Cherry Hill, N.J. The public is welcome, and tickets are available by clicking here.

A six-time All America in cross country and indoor and outdoor track, Reid triggered Villanova’s run to its second straight NCAA cross country title by breaking away in the last 200 meters to win the individual crown. She also repeated as the individual champion at the NCAA Mid-Atlantic Regional and Big East Championships—achievements that helped the Newmarket, Ontario native win the 2011 Honda Sports Award as the nation’s top female athlete in the sport.

Reid, a three-time Big East Academic All-Star, earned a perfect 4.0 GPA as an English major last fall. She also starred in Indoor and Outdoor track as a middle distance runner. She is the reigning champion in the Big East Indoor 1,000 meters, mile, and as a member of the 4×800 meter relay team, and the Outdoor 800 meters event. She was named Most Outstanding Track Athlete at the league’s 2010 Indoor Championships.

Reid will be joined at the head table by Phillies pitcher Roy Halladay, who will be honored as Pro Athlete of the Year and presented with his Cy Young Award; Phillies centerfielder Shane Victorino, the Humanitarian of the Year, and Philadelphia 76ers forward Elton Brand, the winner of the Good Guy award.

Bill Bergey, one of the greatest linebackers in the history of the Philadelphia Eagles, will on hand to receive the Living Legend award. The Philadelphia Flyers, the 2010 Stanley Cup runner-ups, will be feted as the Team of the Year, and right winger Ian Laperriere, one of the Flyers’ most popular players, will accept that award.

Phillies general manager Rubin Amaro, Jr. and manager Charlie Manuel will also attend as will San Jose Earthquakes soccer star Bobby Convey, the Native Son award winner. Other prestigious awards and head table guests will be announced in coming weeks. The most coveted award—Most Courageous—is kept secret until the night of the dinner.

Tickets for the dinner are $95 apiece and can be purchased by clicking here.

Dunphy, Bagnoli, Magee, Childs Among PSWA Honorees

Posted: 22 Jan 2011 10:44 AM PST

A number of outstanding local coaches and athletes will be on hand at the Crowne Plaza in Cherry Hill, NJ, January 31 to receive well-deserved Special Achievement awards, all part of the 107th Annual Philadelphia Sports Writers Association dinner. The event, open to the public (tickets available by clicking here), will honor the following with Special Achievement awards:

· Penn football coach Al Bagnoli, who has won a record seven Ivy League titles in 18 seasons as head of the Quakers. His overall record at Penn is 122-56 (.685). Penn won the Ivy League crown the last two seasons with perfect 7-0 records. The Quakers went undefeated with 10-0 records in 1993 and 2003.

· Drexel wrestling coach Jack Childs, the winningest active NCAA Division I coach with 414 victories, who is retiring after 35 seasons at the helm of the Dragons. Childs, who also won 89 matches at Stevens Institute of Technology, picked up his 500th career win last season against George Mason.

· Temple basketball coach Fran Dunphy, who recently won his 400th career game, is the only person who has coached at two Big 5 schools. Before coming to Temple, where he has won two Atlantic 10 championships and a pair of Big 5 titles, Dunphy won 10 Ivy League crowns and four Big 5 titles at Penn. Previously he was an assistant coach at La Salle where he was a member of the Explorers great 1968-69 team.

· Rowan University football co-captain Matt Hoffman, who missed the final game of his junior year to donate stem cells to Warren Sallach, a Texas father with non-Hodgkins lymphoma who almost certainly would have died without the transplant. Hoffman returned for the 2010 season and was named 2nd Team All America and the New Jersey Athletic Conference Defensive Player of the Year. He was nominated for the Gagliardi Trophy, Division III’s equivalent of the Heisman.

· Philadelphia University basketball coach Herb Magee, who has won more than 900 games to pass Bobby Knight as the winningest coach in NCAA history. He is now in his 43rd year as head coach at the school which he guided to the 1969-70 NCAA Division II national championship when it was known as Philadelphia College of Textiles and Science. He has taken teams to the NCAA Tournament 24 times

Navy defensive back Wyatt Middleton will also be at the Crowne Plaza to receive the Most Valuable Player award for the recent Army-Navy game. Middleton was selected by the media for MVP honors after setting a record for the longest fumble return for a touchdown in the classic’s history, 98 yards, which triggered Navy’s 31-17 victory. He also had nine tackles.

Phillies All-Star pitcher Roy Halladay will be in attendance. Coming off an outstanding 2010 season, Halladay is the PSWA’s Pro Athlete of the Year. He also will be presented with his 2010 Cy Young Award at the dinner.

Others at the head table: Phillies center fielder Shane Victorino (Humanitarian of the Year); former Eagles great Bill Bergey (Living Legend); Flyers right winger Ian Laperriere (accepting Team of the Year honors on behalf of the 2010 Stanley Cup runner-up Philadelphia Flyers); 76ers forward Elton Brand (Good Guy Award); Villanova track and cross country All-American Sheila Reid (Outstanding Amateur Athlete): Penn Charter product Bobby Convey, star of Major League Soccer’s San Jose Earthquakes (2010 Native Son); Phillies general manager Ruben Amaro Junior and manager Charlie Manuel. The most coveted award, the Most Courageous, is kept secret until the night of the dinner. The Philadelphia Sports Writers Association was founded on May 12, 1904, and the first of what would become an annual Awards Dinner was held Feb. 15, 1905.

Tickets for the dinner, which is open to the public, are $95 each, and are still available. Click here to buy tickets now.

To comment:

Magee Rehabilitation Hospital’s Post-Concussion Clinic to be Recognized at Philadelphia Sports Writers Association Dinner

An estimated 1.6 million sports-related concussions occur every year. Athletes of all ages who are not fully recovered before returning to their sport are much more likely to receive another—more devastating—concussion.

Magee Rehabilitation Hospital is determined to stop that from happening.

In November, 2010, Magee’s Brain Injury Service Department, headed up by Tim Young, MD and Todd Lewis , PhD, created a post-concussion clinic to help athletes, parents, coaches and teams determine when it is safe for an athlete to return to their sport, as well as to utilize Magee’s physical, occupational and speech therapy expertise to address any complications that may arise as the result of a concussion.

On January 31, The Philadelphia Sports Writers Association will acknowledge the work being done by Dr. Young and Dr. Lewis at their 107th Annual Awards Dinner, being held at the Crowne Plaza Hotel in Cherry Hill at 5:00pm. Magee will also have an information booth at the dinner to discuss concussions and the post-concussion clinic.

“I’m glad that Magee Rehab is participating in our banquet this year,” said Rich Westcott, president of the Philadelphia Sports Writers Association. “Its new post-concussion clinic is providing a vital medical service to teams and athletes in our area. Concussions are a major issue in sports these days, and it’s extremely important that people get the proper information in terms of learning how to deal with this dangerous injury. I’m pleased that Magee will be present to do that.”

To learn more about Magee’s post-concussion clinic, call 855-587-BRAIN. To learn more about the PSWA Award Dinner, visit

Eagles’ great, Bill Bergey named Sports Writers’ ‘Living Legend’

[To comment:] For PSWA:

Former Eagles linebacker Bill Bergey will be honored by the Philadelphia Sports Writers Association with its 2010 Philadelphia Living Sports Legend Award at the PSWA’s 107th annual banquet on January 31st, 2011.  With the Eagles, Bergey was voted into four Pro Bowls in seven seasons as an Eagle and was named Eagles MVP three times, once making 233 tackles in a single season and setting the NFL record for most single season interceptions by a linebacker.  Bergey helped the Eagles back to the playoffs in 1978, 1979 and to the Super Bowl in 1980.  He retired in 1981 and was inducted into the Eagles Roll of Honor in 1988.

The Sports Writers Association’s 107th annual banquet will be held on Monday, January 31st, 2011 at the Crowne Plaza Hotel on Route 70 in Cherry Hill, N.J. In addition to the Living Legend award, other awards to be presented will be the Team of the Year (Philadelphia Flyers), professional and amateur Athletes of the Year, Humanitarian, Good Guy Athlete, Native Son, Outstanding Penn Relays collegiate performer, MVP of the Army-Navy game, and several special achievement presentations.

The Philadelphia Sports Writers Association was founded on May 12, 1904, and the first of what would become an annual Awards Dinner was held Feb. 15, 1905.
For more information, contact John Weber at (267) 408-7500.   Visit or friend us on Facebook.

The Public is Invited to Philly Sports Writers’ Banquet

PSWA Dinner


The Public is Invited to Philly Sports Writers’ BanquetPosted: 30 Dec 2010 07:33 PM PST [To comment:]

Dear Sports Fans –

Tickets are still available for the Philadelphia Sports Writers Association’s 107th annual sports awards dinner, which will be held Monday, January 31, 2011, at the Crowne Plaza hotel on Route 70 in Cherry Hill. Click here to purchase tickets online.

Below are some clips from recent press releases about the dinner.

Phil’s ace Roy Halladay named Pro Athlete of the Year
Phillies Cy Young Award-winner Roy Halladay, the only pitcher ever to throw a perfect game and no-hitter in the same season, has been named the Philadelphia Sports Writers Association’s Pro Athlete of the Year, it was announced by PSWA president Rich Westcott.

Halladay, who also won a Cy Young with the Toronto Blue Jays in 2003, led the Phillies to the best regular season record in major league baseball in 2010 by going 21-10 with a 2.44 ERA and 219 strikeouts.

Former Eagle Bill Bergey named Living Legend
Bill Bergey, one of the greatest linebackers in the history of the Philadelphia Eagles, has been named the Philadelphia Sports Writers Association Living Legend.

Bergey, who was acquired in a trade with Cincinnati , was voted into the Pro Bowl in four of his seven seasons in Philadelphia . He played here as a middle linebacker from 1974 to 1980 with his last game coming in that year’s Super Bowl against Oakland.

Ian Laperriere will accept Flyers’ Team of Year award
The 2009-10 Philadelphia Flyers, who came within a shootout of not making the NHL playoffs at all, will be honored by the Philadelphia Sports Writers Association as the 2010 Team of the Year at the PSWA’s 107th annual banquet on January 31, 2011.

After upsetting the No. 2 seed New Jersey Devils in the first round, they found themselves down three games to none in the Eastern Conference semifinals against the Boston Bruins. They forced a seventh game in Boston, and after trailing 3-0, pulled off the biggest comeback in franchise history, winning the game – and the series – 4-3. They are now only one of three teams to win a playoff series after trailing 3-0.

Tickets for the dinner at $95 apiece are available online by clicking here.

Fans can also friend PSWA on Facebook.

Thank you,

Robbie Kenney
Ticket Chairman
(609) 702-7473

‘Flyin’ Hawaiian’ Earns PSWA’s Humanitarian AwardPosted: 30 Dec 2010 07:21 PM PST

Shane Victorino, PSWA Humanitarian

Shane Victorino of the Phillies, the “Flyin’ Hawaiian,” has soared to new heights this year, landing the 2010 Humanitarian of the Year award given by the Philadelphia Sports Writers Association. The centerfielder will be in Cherry Hill, NJ to receive his award at the PSWA’s 107th annual banquet on January 31, 2011 at the Crowne Plaza Hotel on Route 70. Tickets are available to the public.

The former All-Star and his wife Melissa have created the Shane Victorino Foundation to promote opportunities for youth in Philadelphia and Hawaii by engaging in projects which provide children with educational, recreational and wellness programs. Beneficiaries of the 2010 Shane Victorino Foundation Celebrity Dinner & Golf Classic in Maui include the Waipio Little League program, the Boys & Girls Clubs of Maui and St. Anthony’s School Shane Victorino Scholarship Fund.

Through a $900,000 pledge to the Boys & Girls Clubs of Philadelphia, the Foundation’s first effort in Philadelphia will be to renovate the Nicetown Club, located in one of the most impoverished, economically challenged areas of the city, with no positive after-school options for neighborhood youth.

Shane was also honored recently with the Phillies’ Roberto Clemente Award, the 2010 Phillies Charities Community Service Award and named the prestigious Union League’s Sportsman of the Year. Previously, he was honored with the 2009 Phi Delta Theta International Lou Gehrig Memorial Award given annually to the MLB player who best exemplifies the giving character of Hall of Famer Lou Gehrig. Shane is also a member of the Philadelphia Action Team, a national young volunteer initiative by the MLB Trust and Volunteers of America and is featured in a national ad campaign promoting volunteerism.

On the field, Victorino recently finished his sixth season with the Phillies and became one of nine National League players to win 2010 Rawlings Gold Glove Awards, his third Gold Glove Award in as many years. Victorino posted a .995 fielding percentage, committing only two errors in 373 total chances. He finished tied for the NL lead in outfield assists with 11, first among all National League center fielders, and ranked second in double plays (4). Victorino is now the sixth Phillie to have won at least three Gold Glove Awards, joining Mike Schmidt (10), Garry Maddox (8), Manny Trillo (3), Scott Rolen (3) and Jimmy Rollins (3).

The “Flyin’ Hawaiian” will join other Phillies personnel – teammate Roy Halladay (2010 Pro Athlete of the Year), general manager Ruben Amaro Junior and manager Charlie Manuel – at the PSWA’s head table.

Other announced honorees include Bill Bergey, the former Eagles great selected as Living Legend; and the 2010 Philadelphia Flyers, selected as 2010 Team of the Year. The award will be accepted by popular Flyers right winger Ian Laperriere.

Other awards, including Amateur Athlete of the Year, Good Guy Athlete, Native Son and Outstanding Penn Relays collegiate performer, will be announced soon.

The most coveted award, the Most Courageous, is kept secret until the night of the dinner.

The Philadelphia Sports Writers Association was founded on May 12, 1904, and the first of what would become an annual Awards Dinner was held Feb. 15, 1905.

Tickets for the dinner are $95 apiece and can be purchased online by clicking here.

Fans can also friend PSWA on Facebook.