Judging Instructions – 2020 Spotlight Awards

The PRSA Oregon Spotlight Awards recognize campaigns and tactics that exemplify excellence and leadership in public relations, digital media and integrated communications. Thank you for serving as a judge. Our entrants appreciate your thoughtful and constructive feedback.

Overview

Entries fall into two main categories, campaigns and tactics. Sub-categories include types of campaigns and types of tactics. You will be assigned a sub-category to judge.

Tactic entries

Must include a one-page (11 point font or larger) summary PDF. The summary should include measurable objectives, target audiences, budget and any other specific information requested in the individual category. Results, qualitative and/or quantitative should provide evidence of how the stated measurable objectives were met, and how the entry impacted the success of the broader program. Judges evaluate the tactic on four key areas –

  • Planning/content
  • Creativity/quality
  • Technical excellence
  • Results.

Specific judging criteria is included in the judging portal. Please review it before scoring the entry.

Supporting documents and images

For tactic entries, entrants submit supporting materials as specified by the sub-category.

Scoring and judging comments

Please provide thoughtful, constructive feedback. Our entrants worked hard on their entries and really appreciate constructive feedback.

Tactic categories

Entries are submitted into one of the following categories. If you believe an entry is in the wrong category, contact us right away and we will reassign it.

T-1. MEDIA/BLOGGER RELATIONS
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.

T-2. FEATURE STORY**

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.

T-3. EDITORIAL/OP-ED COLUMN**
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.

T-4. PODCASTS

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.

T-5. WEBSITE
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.

T-6. CREATIVE TACTIC**
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.

T-7. NEWS RELEASE
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.

T-8. 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.

T-10. 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.

T-11. MOBILE APP
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.

T-12. 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.

T-13. NEWSLETTER
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.

T-14. PRINTED COMMUNICATION**
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.

T-15. 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?

Campaign entries

Must include a two-page (11 point font or larger) summary PDF. The entry should begin with a brief situational analysis for the program. In addition, each of the four criteria — research, planning, implementation and evaluation — must be addressed.

Supporting documents and images

For campaign entries, entrants may submit up to 5 supporting documents (no more than 10 pages total) referenced in the research, planning, implementation and evaluation sections of the two-page summary.

Entrants use the following questions to prepare a strong entry:

Research

  • What type of research did you use (primary, secondary or both) to arrive at your insights/analysis?
  • How was the research relevant to shaping the planning process?

Planning

  • How were target audiences identified?
  • What was the plan, in general terms?
  • What were the specific, measurable objectives of the plan?
  • How was the budget developed and spent?

Implementation

  • How was the plan executed, and what was the outcome?
  • How did the activities flow in general terms?
  • What were the key tactics?
  • Were there any difficulties encountered? If so, how were they handled?
  • Were other organizations involved?
  • Were nontraditional public relations tactics used, such as advertising?

Evaluation

  • What methods of evaluations were used?
  • What were your results?
  • How did the results compare to the specific, measurable objectives you identified in the planning section?

Scoring and judging comments
Specific judging criteria is included in the judging portal. Please review it before scoring the entry.

Please provide thoughtful, constructive feedback. Our entrants worked hard on their entries and really appreciate constructive feedback.

Campaign categories

Entries are submitted into one of the following categories. If you believe an entry is in the wrong category, contact us right away and we will reassign it.

C-1. COMMUNITY RELATIONS
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.

C-2. REPUTATION/BRAND MANAGEMENT
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.

C-3. 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.

C-4. PUBLIC SERVICE
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.)

C-5. PUBLIC AFFAIRS
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.

C-6. 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).

C-7. MARKETING BUSINESS-TO-BUSINESS
Includes programs designed to introduce new products, or promote existing products or services to a business or commercial audience (product launches).

C-8. CRISIS COMMUNICATIONS
Includes programs undertaken to deal with an unplanned event or occurrence, requiring immediate response.

C-9. INTERNAL COMMUNICATIONS
Includes programs targeted specifically to special publics directly allied with an organization (e.g. employees, members, affiliated dealers or franchisees).

C-10. INVESTOR RELATIONS
Includes programs directed toward shareowners, other investors and the investment community.

C-11. 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.

C-12. SOCIAL MEDIA/DIGITAL COMMUNICATIONS
Campaigns that demonstrate leadership of public relations strategies and tactics executed in an online or digital format.

C-13. OTHER COMMUNICATIONS
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.