prsa madison 2018 alchemy awards

2018 Categories

We’ve updated our categories to better-match the scope of work we do, largely removing no longer applicable categories, and combining those that are duplicative.
We now have six campaign and five tactic options.



  1. PR Programs – A comprehensive program 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.
  2. Social Media Campaign (ongoing) – Use of social media platforms (e.g., Facebook, Twitter, YouTube, SnapChat, Instagram, etc.) as primary 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 six 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).
  3. 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.
  4. Crisis Communications – Programs to prepare for or deal with an event that has the potential for or had an extraordinary impact on the business.
  5. Integrated Marketing Campaign – 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.
  6. Internal Communications – Programs targeted specifically to special public allied with an organization (members, employees, affiliated dealers or franchises).


  1. PR/Media Relations Tools – A singular public relations tactic, such as a news release, press kit, media pitch, infographic, event 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.
  2. 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.
  3. Special Events – May be commemorations, observances, openings, celebrations or special activities.
  4. Digital Tactic (Website, Digital Publications, Mobile or Webcast/Webinar)
    1. Website (internal or external) – 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.
    2. Social media communications/engagement. 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.
    3. 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
    4. Mobile – Use of mobile technology to generate awareness, influence behavior, and allow individuals and groups to collaborate and share knowledge and experiences online.
    5. Webcast/Webinar – Use of the Web to communicate information via seminar, live press conference, etc.
    6. 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.
  5. Content creation – Any public relations project that does not fit into one of the previous categories including, but not limited to, feature stories, annual reports, direct mail, speeches, ghost-written articles and editorials.