ENTRY FEES

*Fees are per entry

Member Entry Fee: $65

Non-Member Entry Fee: $85

Student Entry Fee: $20

RULES

Individuals, companies and organizations may submit an unlimited number of entries for public relations, communications and campaign efforts completed after Oct. 1, 2017.

CATEGORIES

PROFESSIONAL AWARDS

Annual Reports

Publications that report on an organization’s annual performance. Include one copy saved as a PDF.

Blogs

Web-based journals, or blogs, that engage key stakeholders and/or communicated either a corporate, public service or industry position. Include screen grabs of the blog being entered, as well as the actual site URL.

Community Relations

Includes programs that aim to improve relations with, or seek to win the support or cooperation of, 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. (Campaigns designed to promote products should be entered in Marketing Consumer Products or Services.)

Crisis & Issues Management

Includes programs undertaken to deal with an unplanned event that required an immediate response and programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy.

Editorials / Op-Ed Columns

Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication.

Events and Observances

Includes programs or events such as commemorations, observances, openings, celebrations or other special activities. These events or observances may be as short as one day or as long as one year.

Global Communications/Multicultural Public Relations

Includes any type of program, such as Reputation/Brand Management, Marketing or Events and Observances, which demonstrates effective global communications implemented in more than one country or specifically targeted to a cultural group.

Integrated Communications

Includes any program that demonstrates leadership of public relations strategies and tactics in a creative and effective integrated campaign, along with other marketing or communications. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines.

Internal Communications

Includes programs targeted specifically to special publics directly allied with an organization, such as employees, members, affiliated dealers and franchisees.

Investor Relations

Includes programs directed to shareholders, other investors and the investment community.

Marketing Business to Business

Includes programs designed to introduce new products or promote existing products or services to a business audience.

Marketing Consumer Products

Includes programs designed to introduce new products or promote existing products to a consumer audience.

Marketing Consumer Services

Includes programs designed to introduce new services or promote existing services to a consumer audience.

Media / Press Kits

News releases, fact sheets, photographs, photos and other relevant information compiled for an organization, product, service, issue or event. (i.e. PDF, a website or other interactive media.) Provide website URL or a copy of the media kit as a PDF.

Print Promotion

Print promotions that are designs to inform a target audience about an organization, product, service, or issue. Include one copy saved as PDF. To include brochures, posters, and direct mail/direct response.

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.

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 under Category Reputation & Brand Management.)

Publications

Publications ranging from an electronic newsletter or magazine designed, written and published periodically to provide brief and timely information or more in-depth reports to internal or external audiences while supporting an organization’s overall objectives. Include three consecutive issues. Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Include one copy saved as PDF (if possible).

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 (campaigns designed to launch or promote a specific product or service’s launch or sales/marketing effort should not be entered in this category. Instead, refer to Category Marketing Consumer Products, Marketing Consumer Services, or Marketing Business to Business ).

Smartphone / Tablet Applications

Use of smartphone applications as part of a public relations program. Include copy and any images of key pages to support your one-page summary. Additionally, include brief instructions on how to download the application.

Social Media

Use of social media, including Facebook, Twitter, Foursquare, Google +, YouTube, etc. as part of a public relations program. Include screen grabs or copies of key pages to support your summary. Additionally, include the website URL for external sites.

Special Projects

Other common public relations tactics that are not otherwise listed, including public service announcements, press conferences, speeches, satellite media tours, etc.

Webcast / Webinar

Use of the Web to communicate information via seminar, live press conference, etc. Provide a copy of the Webcast/Webinar.

Websites

Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your summary. Additionally, include the website URL for external sites.

Word-of-Mouth Marketing

Tactics that get key audiences talking or provide an avenue for conversation through the use of different techniques such as viral marketing, sampling programs, loyalty programs, etc. Provide a brief description of overall program.

Video

BEST OF SHOW 

TIPS FOR PREPARING YOUR ENTRY SUMMARIES

The two-page summary is the single most important component of the entry. Judges evaluate the program on the merit of the four criteria — research, planning, execution and evaluation. Your entry should begin with a brief situation analysis for your program. Visit www.prsa.org/Awards/Search to view examples of national award-winning case studies.

Use the following questions to help you prepare a strong entry:

Research

• How did you determine the necessary research? (Primary, secondary or both)
• Was the research in response to a situation or further opportunities?
• How was the research relevant in shaping the planning process?
• Did the research help define or refine audiences of the situation?

Planning

• What were your measurable objectives?
• How were the objectives appropriate based on the situation or identified opportunities?
• How did the plan correlate with your research findings?
• How was your budget used effectively? (If applicable.)
• Who was the target audience? (Primary and secondary)

Execution

• What were your tactics?
• How were your tactics implemented?
• How appropriate were the tactics to achieving objectives, executing strategy?
• How did you integrate the tools with one another?
• How did your supplemental materials reflect the objectives?

Evaluation

• What were your results? How did you track and measure your results?
• How Did the results compare to the measurable objectives identified in the planning section?
• How do the results reflect original strategy and planning?
• What did you learn through evaluation? How would you refine the program?