 ABOUT THE PRSA-NY BIG APPLE AWARDS
OverviewThe New York Chapter of the Public Relations Society of America established the Big Apple Awards program in 1988 to encourage excellence in public relations. The program has evolved to keep pace with a rapidly changing industry and continues celebrate the exciting and innovative successes of talented professionals working in the heart of the communications universe. Today, a Big Apple Award is recognized as one of the highest honors bestowed in public relations.
Scope
The competition is open to all PR professionals in New York, New Jersey and Connecticut for programs created in 2015 and implemented anywhere in the world. Most or all of the strategic work on the nominated programs should have been performed by professionals in this tri-state area. PR pros outside the area may also submit entries if the nominated program was implemented primarily in New York, New Jersey and/or Connecticut.
Diversity of Work
The list of nearly 80 award categories provides an opportunity for nearly every type of communications program to be considered. Within the Campaign Division, separate categories exist for business campaigns and those for government, associations and non-profit organizations as well as for large budgets (over $150K) and small (less than $150K). The Single Item Division is the destination for stand-alone nominations such as annual reports; print, video and broadcast projects; infographics, PSAs, websites; and The Next Big Thing: Innovative approaches to execution – new in 2016.
Industry Leadership
The judging panel comprises dozens of experienced, senior-level PR professions representing a wide range of disciplines and expertise. Special care is taken to assure that all judges remain impartial and are not assigned to review the nomination(s) of a competitor.
Four Pillars
Four key areas of the work are reviewed: research, planning, execution and results. Consideration is also given to the creative use of limited funds and to entries that have impressive media results and clearly articulate direct business or other campaign outcomes.
Notification of Finalists
For any category, the judges may choose to award a winner and/or honorable mention(s). They may also choose to NOT designate a winner in a category should they feel no entries of award-winning caliber were submitted. When the judging is complete, finalists are notified … this year, notifications are expected to be issued the week of April 4th. Every finalist is required to send a representative to the awards presentation ceremony.
Presentation of Awards
The unveiling of Big Apple Award Campaign Division and Single Item Division winners and honorable mentions is kept secret until the grand announcement at the Big Apple Awards gala on Thursday evening, June 2nd, at the Mandarin Oriental New York.
"BEST OF" Awards
Winners in the Campaign Division are considered for the three “BEST OF” awards presented at the end of the evening: - Best Business/Campaign Outcomes
Bestowed on a program that helped secure a new customer or business lead, increase sales, or meet another broad business or campaign goal while also generating impressive media results.
- Best Use of Research, Measurement and Evaluation
The Institute for Public Relations, an independent foundation dedicated to The Science Beneath the Art of Public Relations™, conducts an in-depth review of the top Campaign Division entries to select this overall “BEST OF” award winner.
- Best of the Best
The awards gala traditionally concludes with presentation of one final award to the Overall Best Campaign of the year.
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2016 Award Categories and DescriptionsCampaign Divisions 1. Community Relations
Programs that improve or maintain an organization’s relationship or image within the community in which it operates. Community refers to a specific geographic location.
a. Business Products & Services
b. Government, Associations & Non-Profit Organizations
c. Campaigns with Budgets of $150,000 or Less
2. Reputation & Brand Management
Programs that uphold, transform or introduce an organization’s image and profile to key constituencies.
a. Business
b. Government, Associations & Non-Profit Organizations
c. Campaigns with Budgets of $150,000 or Less
3. Events & Observances (One to Seven Days)
An event or series of events that draws attention to a product, service or commemorative occasion.
a. Business
b. Government, Associations & Non-Profit Organizations
c. Campaigns with Budgets of $150,000 or Less
4. Events & Observances (More Than Seven Days)
An event or series of events that draws attention to a product, service or commemorative occasion.
a. Business
b. Government, Associations & Non-Profit Organizations
c. Campaigns with Budgets of $150,000 or Less
5. Public Service
Programs that focus on a cause to either promote understanding of the cause or to promote a product or service.
a. Business
b. Government, Associations & Non-Profit Organizations
c. Campaigns with Budgets of $150,000 or Less
6. Public Affairs
Programs to create public awareness of an issue or to affect legislation, government regulations or political action.
a. Business
b. Government, Associations & Non-Profit Organizations
c. Campaigns with Budgets of $150,000 or Less
7. Marketing Consumer Products
Programs that publicize and promote new or existing products.
a. Healthcare
b. Technology
c. Food, Beverage & Hospitality
d. Packaged Goods
e. Non-Packaged Goods
f. Other
g. Campaigns with Budgets of $150,000 or Less
8. Targeted Marketing to Women [NEW]
Programs that publicize and promote new or existing products or services specifically directed to women.
a. Business
b. Government Associations and Non-Profit Organizations
c. Campaigns with budgets of $150,000 or less
9. Targeted Marketing to Men [NEW]
Programs that publicize and promote new or existing products or services specifically directed to men.
a. Business
b. Government Associations and Non-Profit Organizations
c. Campaigns with budgets of $150,000 or less
10.Targeted Marketing to Youth [NEW]
Programs that publicize and promote new or existing products or services specifically directed to youth.
a. Business
b. Government Associations and Non-Profit Organizations
c. Campaigns with budgets of $150,000 or less
11. Marketing Consumer Services
Programs that publicize and promote new or existing services.
a. Travel, Tourism & Hospitality
b. Healthcare
c. Technology
d. Financial Services
e. Other
f. Campaigns with Budgets of $150,000 or Less
12. Marketing Targeted Specifically to Animal Care [NEW]
Campaigns about animals and those who care for and supply goods and services to them and their owners. The entry should prove how a particular campaign solved problems, or changes opinions or created business opportunities.
a. Campaigns with Budgets over $150,000
b. Campaigns with Budgets of $150,000 or less
13. Marketing Business-to-Business
Programs that publicize and promote new or existing products or services to a business audience.
a. Professional & Financial Services
b. Products
c. Other
d. Campaigns with Budgets of $150,000 or Less
14. Global Communications
Any type of program sponsored by a New York area company that is implemented in at least two countries. Initial planning, coordination or part of the implementation should have been performed by professionals in the Tri-State Area.
a. Campaigns with Budgets over $150,000
b. Campaigns with Budgets of $150,000 or less
15. Crisis Communications
Programs that deal specifically with crisis situations, disasters or emergencies.
a. Business
b. Government, Associations & Non-Profit Organizations
c. Campaigns with Budgets of $150,000 or Less
16. Issues Management
Programs that demonstrate consistency and agreement among an organization’s values, vision, practices and performance to a wide range of constituencies.
(Upon request, information
provided for entrants in this category will be kept confidential for review
only by the judges panel.)
a. Business
b. Government Associations and Non-Profit Organizations
c. Campaigns with budgets of $150,000 or less
17. Internal Communications
Internal programs that enhance an organization’s relationship with its employees, their families and retirees.
a. Campaigns with Budgets over $150,000
b. Campaigns with Budgets of $150,000 or less
18. Investor Relations
Programs that tell an organization’s financial story and maintain favorable relations with its stockholders, financial analysts, local business community and/or the general public.
a. Campaigns with Budgets over $150,000
b. Campaigns with Budgets of $150,000 or less
19. Multicultural Public Relations
Programs targeted to specific audiences such as women, minorities and youth.
a. Business
b. Government Associations and Non-Profit Organizations
c. Campaigns with budgets of $150,000 or less
20. Integrated Communications
Programs that employ effective integration with other promotional marketing disciplines.
a. Consumer Products
b. Consumer Services
c. Business-to-Business
d. Government, Associations & Non-Profit Organizations
e. Campaigns with Budgets of $150,000 or Less
21. New Media/Social Media Campaign
Programs that utilize new media as their primary source of outreach to generate awareness or influence behavior.
a. Consumer Products & Services
b. Business-to-Business
c. Government, Associations & Non-Profit Organizations
d. Campaigns with Budgets of $150,000 or Less
22. Corporate Social Responsibility
Programs of a philanthropic nature that benefit charitable causes, the environment, consumers, communities, stakeholders and other members of the public sphere.
a. Campaigns with Budgets over $150,000
b. Campaigns with Budgets of $150,000 or less
Single Item Division
Single items submitted as part of a campaign may also be entered independently in the Single Item Division. They do not have to be part of a larger campaign. Please remember that Single Item Division entries must adhere to the same requirements as Campaign Division submissions.
23. Annual Reports
24 Brochure/Newsletter/Magazine
25. Infographics (Any Media) [NEW]
26. Use of Broadcast (Including B-Roll, Satellite Media Tour, Online Distribution & Viral Videos)
27. Use of Internal Video
Video (not intended for broadcast) for employee communications, community relations or other public relations objectives.
28. Public Service Announcement (Print & Broadcast)
29. Website (New or Newly Designed)
30. The Next Big Thing: Innovative Approaches to Execution [NEW]
Creative applications of emerging technology to a program, presentation, media pitch, employee communication or website, etc.
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