The Fishel Award goes to the best PR-man in baseball. This year it goes to Rich Levin, Senior Vice President of Public Relations for Major League Baseball. He has held the post for over twenty years, which means that he was the man in charge of crafting baseball's side of the story during collusions I, II, and III, the coup that ousted Fay Vincent, the 1994-95 strike and cancellation of the World Series, the contraction controversy, the All-Star game tie, and the ongoing steroids drama.
Given how baseball weathered all of those storms from a PR perspective (i.e. poorly) one has to assume that the Fishel Award is not a lifetime achievement sort thing.