The award is given out in each NFL city to the player(s) deemed most cooperative and professional in his dealings with the media.
Here's the press release from the South Florida chapter of the Pro Football Writers Association:
The South Florida chapter of the Pro Football Writers Association is proud to announce two winners of this year's media Good Guy Award: RB Reggie Bush and LG Richie Incognito, who were instrumental in helping the media do its jobs this season.
Bush rarely said no to a request or interview despite the demands on his time, put careful thought behind his answers and handled a variety of tough topics with professionalism and class.
Incognito not only became a respected voice in the locker room, he made himself available to talk every day of the season, and never backed down from answering tough questions about himself or the team.
We thank Reggie and Richie for their help this season and are proud to give them this award.
Incognito showed his appreciation for the award by posting on Twitter a picture of the plaque he received for winning.
Previous winners include:
2011 — S Yeremiah Bell
2010 — RB Ronnie Brown
2009 — WR Greg Camarillo
2008 — DE Vonnie Holliday
2007 — CB André Goodman
2006 — DE Kevin Carter
2005 — DT Vonnie Holliday, RB Ricky Williams
2004 — DE David Bowens
2003 — DT Larry Chester
2002 — G/T Mark Dixon
2001 — LB Zach Thomas