Alchemy Awards 2017

PRSA Madison is proud to honor your accomplishments through this year’s prestigious Alchemy Awards!



Alchemy Award entries may be submitted by PRSA members or non-members. The work must be conducted and developed by a Wisconsin-based organization and the majority of the project must have been implemented between July 1, 2016 and June 30, 2017.


Alchemy Awards are divided into two categories:

  • Campaigns include all plans and materials from the inception to the completion of the program.
  • Tactics are stand-alone pieces, such as press kits, websites, social media tactics and special events, that support a complete program. See the full listing of categories here.

Judging Criteria

Judges will evaluate all Alchemy Award entries on the following criteria:

  • Objectives
  • Research and planning
  • Execution
  • Budget
  • Creativity
  • Measurable, data-based results

It is critical that you provide ample documentation of the pre-work and post-work you or your team completed before and after execution of your campaign or tactic. This means:

  • Setting clear goals and/or objectives;
  • Completing research and planning in advance of the execution; and
  • Providing measurable, data-based results to help gauge the outcome that directly relate back to defined objectives and goals.

It is extremely important that you document and share all of these pieces in your application. Applications that do not contain these pieces will, more than likely, not receive an award as they are not considered complete. Do not leave any of these pieces out of your application!

Entry Cost

The cost per entry is $65 for PRSA Madison Chapter members and $85 for non-chapter members. If submitting an award as a PRSA Madison Chapter member, you must provide your membership number. Awards entered without membership numbers will be charged the non-chapter member price. Payment for all entries must be received by the entry deadline of 11:59 p.m. CST on Friday, August 4, 2017, or entries will be disqualified.

Submit your entry by Friday, July 14 and receive $20 off your entry fee!

How to Submit

Applications consist of Word documents and one PowerPoint slide. Each submission is to be entered with its own entry form.

Find Application Instructions here.

Alchemy Award entries will be accepted through the end of the day (11:59 p.m. CST) Friday, Aug. 4, 2017. Entries should be placed in the Alchemy Awards Dropbox folder (access provided through Amanda Triest), and payment made via EventBrite.


Alchemy Awards are given for every entry that achieves an average score that will qualify for either an Award of Merit or an Award of Excellence. Entries are scored against criteria, not other entries in the category, so there may be more than one winner at each level in each category. However, judges do select a Best in Show out of the top-scoring campaign entries.

Winning agencies, firms and individual practitioners will be notified of their general award status in early October. At that time, we invite you and your colleagues to make plans to attend the 2017 Alchemy Awards ceremony and dinner in October. Save the date now and join us as we share your fellow practitioners winning work!

For questions regarding entries and awards, please contact Alchemy Awards Chair Amanda Triest.