Judging Criteria

Each entry is judged on a 100-point scale and evaluated based on the summary and supporting materials. The following criteria outlines the pertinent information that should be referenced in your campaigns or tactics summary. While your tactics summary is generally shorter and less reliant on research and evaluation, you still must conduct both to ensure your tactic is successful and your entry shines.

CAMPAIGNS

The following scale will be used as Judging Criteria for Campaign submissions.

Research: 20 points

Research is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions, and check the public relations consequences. Research is the foundation for effective strategic public relations planning.

Research can be identified as:

  • primary or secondary
  • formal or informal
  • qualitative or quantitative

Primary Research: Investigation or data collected you do yourself or you hire someone to do for you.

Secondary Research: Using research findings of others or collecting information secondhand.   

Research methodologies include:

  • Focus Groups
  • Surveys (phone, mail, online, email)
  • Interviews (phone, intercept, in-depth)
  • Tracking (calls, purchases, hits, actions, placements, etc)
  • Media analysis
  • Content analysis
  • Observations, visits, field reports
  • Complaint reviews

 

Planning: 30 points

 

Successful public relations programs require proactive, strategic planning. This planning includes measurable objectives is grounded in research and is evaluated for return on investment.

The Four-Step-Process…public relations planning addresses these four topics:

1) Research

2) Planning

3) Implementation

4) Evaluation

Audience identification: Differentiates among publics, markets, audiences and stakeholders…

Goals: Statement that spells out the overall outcomes of a program…often related to one aspect of the mission or purpose. Example: To increase public use of mass transit.

Objectives: The measurable result that must be achieved with each public to reach the program goal. Objectives should be SMART (specific, measurable, attainable, relevant and time-specific) and may establish milestones toward a goal. Example: To increase ridership of public transportation in the Los Angeles metropolitan area by 8 percent among workers earning less than $25,000 per year within the first six months of the communication program.

Strategies: The overall concept, approach or general plan for a program designed to achieve objectives. Example: Use communication vehicles that can be understood by a public with limited education to demonstrate that riding public transportation to work is an attractive alternative to driving.

 

Implementation: 30 points

 

Implementation: Executing the plan and communicating.

Tactics: The exact activities and methods used at the operational level to implement a strategy and reach an objective. Example: Conduct a “Why I’d rather be riding” essay contest.

Tactics are specific ways you will use your resources to carry out your strategy and work toward objectives.

 

Evaluation: 20 points

 

Evaluation: Measure effectiveness of the program against objectives.

Evaluation…

1) verifies that public relations efforts were effective (because they met objectives)

2) demonstrates return on public relations investment

3) provides information for refining future public relations strategies

Examples of measurement methods include:

  • Employee surveys
  • Phone interviews
  • Surveys (phone, online, mail, intercept)
  • Content analysis
  • Media analysis
  • Tracking (calls, purchases, etc)
  • Focus groups

 

TACTICS

The following scale will be used for the Judging Criteria for Tactics:

Research: 14 points

Research is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions, and check the public relations consequences. Research is the foundation for effective strategic public relations planning.

Research can be identified as:

  • primary or secondary
  • formal or informal
  • qualitative or quantitative

Primary Research: Investigation or data collected you do yourself or you hire someone to do for you.

Secondary Research: Using research findings of others or collecting information secondhand.

Research methodologies include:

Focus Groups

  • Surveys (phone, mail, online, email)
  • Interviews (phone, intercept, in-depth)
  • Tracking (calls, purchases, hits, actions, placements, etc)
  • Media analysis
  • Content analysis
  • Observations, visits, field reports
  • Complaint reviews

A budget may include “staff time, volunteer energy and out-of-pocket costs (expenses for transportation, images, materials and fabrication).

 

Planning: 30 points

Successful public relations tactics require strategic planning. This planning includes measurable objectives grounded in research and evaluated for return on investment.

Audience identification: Differentiates among publics, markets, audiences and stakeholders…

Goals: Statement that spells out the overall outcomes of a program…often related to one aspect of the mission or purpose. Example: To increase public use of mass transit.

Objectives: The measurable result that must be achieved with each public to reach the program goal. Objectives should be SMART (specific, measurable, attainable, relevant and time-specific) and may establish milestones toward a goal. Example: To increase ridership of public transportation in the Los Angeles metropolitan area by 8 percent among workers earning less than $25,000 per year within the first six months of the communication program.

Strategies: The overall concept, approach or general plan for a program designed to achieve objectives. Example: Use communication vehicles that can be understood by a public with limited education to demonstrate that riding public transportation to work is an attractive alternative to driving.

 

Implementation: 30 points

Implementation: Executing the plan and communicating

Tactics: The exact activities and methods used at the operational level to implement a strategy and reach an objective. Example: Conduct a “Why I’d rather be riding” essay contest.

Tactics are specific ways you will use your resources to carry out your strategy and work toward objectives.

A budget may include “staff time, volunteer energy and out-of-pocket costs (expenses for transportation, images, materials and fabrication).

 

Creativity: 15 points

Tactics are afforded points for how creative the piece was developed and used.

Technical Quality is demonstrated in the developer’s artistic ability to design or write a tactic that is visually appealing.

Content is based on how well the tactic’s writing and art targets its specified audience.

Writing ensures the copy or text is properly written, understandable and consistent with writing standards.

Creative Appeal addresses the tactic’s overall uniqueness in its category. Did the entry go above expectations and was extraordinarily creative in its presentation and use?

 

Evaluation: 11 points

Evaluation: Measure effectiveness of the program against objectives.

Evaluation…

1) verifies that public relations efforts were effective (because they met objectives

2) demonstrates return on public relations investment

3) provides information for refining future public relations strategies

Examples of measurement methods include:

  • Employee surveys
  • Phone interviews
  • Surveys (phone, online, mail, intercept)
  • Content analysis
  • Media analysis
  • Tracking (calls, purchases, etc)
  • Focus groups


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