LOS ANGELES-- (BUSINESS WIRE) -- PRSA-LA, the Los Angeles Chapter of the world’s largest and most prestigious organization of public relations professionals (Public Relations Society of America), will honor community activist Father Gregory Boyle, Executive Director of Homeboy Industries Inc. as “2009 Citizen of the Year” and Paine PR President Daryl McCullough as “2009 Public Relations Professional of the Year” at its annual PRism Awards, which recognizes the very best in public relations in the Greater Los Angeles Area.

“The theme of this year’s event is ‘PR, the Next Frontier,’ and I can’t think of two more qualified people to illustrate that kind of forward-thinking,” said Rita Tateel, President of the PRSA LA chapter and CEO of The Celebrity Source. “Daryl is a proven innovator in the PR industry and is a go-to counselor for many of the world’s best-known brands. Father Boyle has developed and nurtured a program that has done so much to improve the lives of young Angelenos. We’re honored to have them be a part of this very special evening.”

Father Gregory Boyle launched Homeboy Bakery in 1992 as response to the civil unrest in Los Angeles. The goal was to provide an opportunity for rival gang members to work side by side in an environment that provided training and a positive work experience. The venture was so successful that Homeboy Industries, Inc., an independent non-profit organization, launched in 2001, and now includes the Bakery as well as Homeboy Silkscreen, Homeboy Maintenance, Homeboy/Homegirl Merchandise, and Homegirl Café. Homeboy Industries is now recognized as the largest gang intervention program in the country, and Father Boyle is a nationally renowned speaker and an acknowledged expert on gangs and intervention approaches.

With nearly 25 years of marketing experience, Daryl McCullough, CEO of Paine PR, leads an award-winning team of 70 professionals in New York, Los Angeles and Irvine. Daryl and Paine PR are nationally renowned for creating innovative brand-building PR strategies that include Brand Buzz and Experiential Marketing, Cause-Marketing, Social Media, as well as Social Marketing/Public Education, Sustainability and Diversity Communications. He was part of the team that developed the ground-breaking “Taco Liberty Bell” April Fool’s Day stunt, which, after more than 10 years, is still ranked as one of the best PR stunts of all time in the industry. The firm was twice-named “Creative Agency of the Year” and is perennially ranked among the “Best Agencies to Work For” by The Holmes Report. Active in PRSA for nearly a decade, Daryl is currently a board member of PRSA-LA.

Hosted by KTLA’s Kurt “The Cyber Guy” Knutsson, the awards gala will take place on Oct. 22 at the Hollywood Renaissance Hotel. The PRSA-LA PRism Awards recognize public relations excellence in 65 categories/ subcategories of Program Campaigns ranging from new product launches, multicultural communications, environmental and healthcare programs to Tactical Programs that include social media, public service announcements and media writing. This year there was a record number of 250 entries from public relations agencies, corporations, non-profits, foundations, and government organizations.

For more information on PRSA-LA and the 2009 PRism Awards, visit www.prsala.org

About PRSA LA

The Los Angeles Area Chapter of the Public Relations Society of America is comprised of over 500 public relations professionals, representing many of Southern California's corporations, public relations agencies, independent practitioners, education and health institutions.

The chapter's diverse membership benefits from the educational and networking opportunities as well as from the services provided which include job listings, referral programs, internship opportunities, chapter meetings, and other resources.