PR Programs (Media Relations) A comprehensive, stand-alone media relations program (not part of an integrated campaign) to promote awareness or understanding of an issue, product or service. The program can be developed for a business, industry, government agency/sector or nonprofit.
Social Media Campaign (ongoing) Use of at least two social media platforms (e.g., Facebook, Twitter, YouTube) as part of a public relations program designed to achieve specific public relations and/or business goals and reach targeted audiences. The social media campaign must be at least three months old. To support results, submissions may include URL links (as long as they can be viewed without a password) and images (e.g., screenshots, metrics).
Community Relations Programs that seek to win the support of, cooperation of, or aim to improve relations with people or organizations in communities where the sponsoring organization has an interest, need or opportunity. “Community” refers to specific geographic location.
Public Affairs & Public Service Programs that advance public understanding of a social issue, problem or concern; or are designed to influence public policy and/or affect legislation, regulations, political activities or candidates at the local, state or federal government levels. Any of the following qualify: 1) Issues Management (programs that promote a cause or social issue); 2) Business/Industry; and 3) Government/Nonprofit.
Crisis Communications Programs undertaken to prepare for or deal with an event that has the potential for or had an extraordinary impact.
Integrated Communications Programs that exemplify creative and effective integration of public relations tactics with at least one other marketing communications tool such as advertising. Evidence of integration of strategies, budget and evaluation should be provided. Advertising costs should not exceed one-third of budget.
Marketing Consumer Products/Services Campaigns that promote products or services towards a consumer audience.
Marketing Business to Business Campaigns that promote products or services to a business audience.
Grassroots Marketing Program Programs that connect with existing and prospective customers through non-mainstream media methods such as word of mouth, field marketing, brand ambassadors, buzz marketing, crowdsourcing, etc.
Internal Communications Programs targeted specifically to special public allied with an organization (members, employees, affiliated dealers or franchises).
PR/Media Relations Press Kit, Event or Other A singular public relations tactic, such as a news release, press kit, media pitch or resulting media placement, which helped to promote an issue, product or service. Files such as .jpg, .pdf or other can be included to demonstrate the contents. If it’s an online or electronic piece or kit, please provide a URL link.
Direct Mail Mailed communications designed to solicit a specific immediate response by the target audience. Can be a single communication or a series. Quantifiable, specific actions by the target audience resulting solely from the sponsor’s communication should be detailed in the summary. Files such as .jpg, .pdf or other should be included.
Multimedia Includes video, b-roll footage, audio or public service announcements directed at internal or external audiences. Submit a link in your entry to the uploaded video. Summary should include documented results.
Special Events May be commemorations, observances, openings, celebrations or special activities.
Annual Report Publications which report on an organization’s annual performance. Financial shareholder annual reports of publicly held companies are eligible.
Social Media Tactic One tactic designed to engage audiences through peer-to-peer communications tools such as social networking sites, blogs, blogger outreach, social media events or content creation. Entries with online components should include the site’s complete URL link and/or screen shots for those elements that are not able to be viewed publicly. Entries should indicate results/metrics.
Digital Tactic (Website, Digital Publications, Mobile or Webcast/Webinar)
External or internal website Include screen grabs and/or a URL link to the live site to support your summary. Please note that traffic should be measured in unique visits.
E-News Information designed, written and delivered via email periodically to provide information to target audiences while supporting an organization’s overall goals. Include visitors, open and click-through data if applicable.
Mobile Use of mobile technology to generate awareness, influence behavior, and allow individuals and groups to collaborate and share knowledge and experiences online.
Webcast/Webinar Use of the Web to communicate information via seminar, live press conference, etc.
Other Digital Publication Information designed, written and delivered periodically online to provide information to target audiences, while supporting an organization’s overall goals. Include unique-visitors, time on publication and total impressions if applicable. Minimum 15 pages to be considered a publication.
Miscellaneous Any public relations project that does not fit into one of the previous categories including but not limited to speeches, ghost-written articles and pitch letters.