PSE is working with client Pilot Flying J Travel Centers on a new Public Relations initiative to promote their commitment to better health. PSE brokered a relationship between Pilot Flying J Travel Centers and Trucker to Triathletes (T2T). T2T is a program that has inspired many drivers to embark on both a challenging yet rewarding journey as they morph from inactivity to completing a triathlon. PSE formulated the partnership between these two groups as the vehicle to procure a group of drivers to complete triathlons in both Portland and South Carolina in 2012. The impetus of this program came from Pilot Flying J’s initiative of developing information and products that reflect the unique health concerns of professional truck drivers when they stop in a Travel Center or Travel Plaza. On July 9th two relay teams and 3 individuals from T2T will participate in a high profile triathlon in Portland, OR. The winning team and top individual will then train for the longer distance triathlon in South Carolina in October 2012. Pilot Flying J will assist in the training of these athletes and their progress will be documented through social media channels. PSE has created a fully integrated Public Relations plan involving national, local, trade-specific and social media.