If you noticed a lot of stories in the local newspaper and TV news reports trying to spell out the difference between the emergency room and urgent care—and when one should go to one or the other—in the last year, thank the Urgent Care Association of America. Or, better yet, congratulation them on winning awards for their Urgency or Emergency? campaign. The campaign, led by the PR firm of L.C. Williams & Associates, won “best of the year” awards from both the Public Relations Society of America and Publicity Club of Chicago for getting nearly 600 million media impressions, equating to roughly $3 million in advertising dollars. UCAOA members have free access to the Urgency or Emergency? press release template and infographic, as well as several other customizable media materials.