Includes programs that seek to win the support or cooperation of — or that aimed to improve relations with — people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations.
Programs designed to enhance, promote or improve the reputation of an organization with its publics or key elements of its publics, either proactively or in response to an issue, event or market occurrence.
EVENT OR OBSERVANCE
Events may be commemorations, observances, openings, celebrations or other special activities. You must have played a major role in organizing or publicizing the event or observance you’re entering in the awards. For instance, creating or publicizing a booth at a trade show held by another organization would not qualify you for an award.
Includes programs that advance public understanding of societal issues, problems or concerns.
(Similar programs conducted principally to enhance an organization’s standing, or to otherwise serve its interests directly, will fall in Reputation/Brand Management.)
Includes programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies — at the local, state or federal government levels — so that the entity funding the program benefits.
MARKETING CONSUMER PRODUCT OR SERVICE
Includes programs designed to introduce new products or services, or promote existing products or services to a consumer audience (product launches).
Includes programs designed to introduce new products, or promote existing products or services to a business or commercial audience (product launches).
Includes programs undertaken to deal with an unplanned event or occurrence, requiring immediate response.
Includes programs targeted specifically to special publics directly allied with an organization (e.g. employees, members, affiliated dealers or franchisees).
Includes programs directed toward shareowners, other investors and the investment community.
DEI/MULTICULTURAL PUBLIC RELATIONS
Includes any type of program (e.g., institutional, marketing, community relations) specifically targeted to a cultural group and/or campaigns that used specific tactics comprising diversity, equity and inclusion goals.
SOCIAL MEDIA/DIGITAL COMMUNICATIONS
Campaigns that demonstrate leadership of public relations strategies and tactics executed in an online or digital format.
Includes any program that demonstrates leadership of public relations strategies and tactics in a creative and effective campaign that doesn’t fit into any other category. The program must demonstrate clear leadership of public relations.
**Entries within these categories must be written in their entirety or substantively by the entrant and not merely “pitched.”
Tactics, programs and events driven entirely by media/blogger relations for a product, service, organization or government agency. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives, results and resulting media coverage.
Feature articles that have been written by a practitioner, and submitted and published through his or her efforts. Submit text of feature article as well as documentation of publication and placement. The one-page summary should include target audience, measurable objectives and any documented results.
Opinion articles written as an editorial, guest column or letter-to-the-editor. Submit text of article and documentation of publication. The one-page summary should outline measurable objectives, audience, results and budget.
Media files distributed over the Internet using streaming media technology. May be live or recorded. What was the purpose of the podcast? Who was the intended audience? Submit the one-page summary and an audio or video file or URL.
Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. In addition, include the website URL for external sites.
Unconventional, creative tactic or approach used as part of a public relations program. Documentation of how the tactic specifically contributed to the measurable results of the campaign should be included in the one-page summary. Visual evidence is requested such as photography or video.
Press release to announce news to target traditional or new media about a product, service, issue, event or organization. Include objective, target audience and results in one-page summary.
Public Service Announcement (PSA)
Video productions of one minute or less distributed free to television stations, or audio productions of one minute or less distributed free to radio stations, or ads distributed to newspapers and/or magazines as non-paid Public Service Announcements. Single productions or a series addressing the same issue may be submitted. The one-page summary should include documentation of results. Scripts and actual video or audio can be included or a URL can be cited. Summary must include objective, target audience and evidence of placement.
Video programs targeted toward internal audiences such as employees, members, etc. or targeted toward external audiences. Entrants should submit programs in a digital format as a reasonable representation or in a URL. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.
BEST USE OF SOCIAL MEDIA
Did you take social storytelling to another level? How did you use YouTube, Facebook, Instagram, LinkedIn, Twitter, TikTok, etc. to tell your organization’s story. Include screen grabs or links to your story. Summary should include objectives, target audience and results.
Use of mobile applications as part of a public relations program. Include copy and any images of key pages to support your one-page summary. In addition, include brief instructions on how to download the application.
WORD OF MOUTH/VIRAL TACTIC
Creative tactics used to create buzz within a target audience. Tactics that get key audiences talking or provide an avenue for conversation through use of different techniques, such as viral marketing, sampling programs, loyalty programs, etc.
Publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Submit three consecutive issues along with the one-page summary. For online or electronic versions, submit in a digital format or include the URLs.
Magazine, brochure or single-issue publication designed for a special purpose, to provide in-depth information about an organization or topic on a regular basis, or to inform a target audience about an organization, product, service or issue. Submit one copy electronically of the publication along with the summary.
BEST USE OF DATA/ANALYTICS
How did it uncover hidden patterns, correlations or other insights to help make quicker and more efficient business decisions to gain a competitive edge?