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Program entries will be judged in five areas: Situation, Research, Planning, Execution and Evaluation. Criteria are based on PRSA’s national Silver Anvil Awards.
No individual submission can be entered in more than one Program category, with the exception of the Integrated Communications category (P3), which incorporates public relations strategies and tactics with other promotional marketing communications. If a public relations component of an integrated communications program is strong enough to compete as a stand-alone program, such as Special Event/Observance, etc., then that component may also be entered as a separate program.
An individual tactic of an entry in a Program category may also be submitted as an entry in a Tactic category.
P1 Community Relations: A program that improves relations with, or seeks 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.
P2 Crisis Communications/Issues Management: A program that deals with an unplanned event that requires an immediate response to an issue, emergency or crisis that could affect the organization.
P3 Integrated Communications: A program that demonstrates leadership of public relations strategies and tactics in a creative and effective campaign that includes other marketing or communications disciplines such as advertising and promotions. Entries should utilize multiple tactics such as media relations, video, publications, social media, etc.
P4 Internal Communications: A program targeted specifically to publics directly aligned with an organization, such as employees, members, affiliated dealers or franchisees.
P5 Investor Relations/Financial Communications: A program directed at stockholders, other investors and the investment community.
P6 Marketing Communications: A program that promotes new or existing products/services.
P7 Multicultural Public Relations: A program that targets a specific cultural group or multiple cultural groups.
P8 Pro Bono Public Relations: Program must have been created, developed and executed without physical or financial compensation.
P9 Public Affairs: A program that specifically influences public policy and/or affects legislation, regulations, political activities or candidacies - at the local, state or federal government levels - so that the entity funding the program benefits.
P10 Public Service: A program that advances public understanding of a societal issue, problem or concern.
P11 Reputation/Brand Management: A program that promotes or improves 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.
P12 Social Media/Digital Communications: A program that employs social and/or digital media to promote an organization.
P13 Special Event/Observance: A program or event, such as a commemoration, observance, opening, anniversary, celebration or other special activity.
P14 Student Program: A program created for a client by a student(s) as part of a class.
P15 Special Public Relations Program: A program that does not belong in the other program categories.
Program Entry Guidelines
- To be eligible, an entry must have been sufficiently completed between July 1, 2016, and June 30, 2017, with measurable results that can be evaluated. Previous entries are ineligible.
- Each program entry will be submitted online in only one Program category, with the exception of the Integrated Communications category.
- An individual tactic of an entry in a Program category may also be submitted as an entry in a Tactic category.
- Each entry should address the five judging criteria: Situation, Research, Planning, Execution and Evaluation, described in “How to Prepare Your Program Entry.”
- Entries may include supporting materials. Please group them in order according to Research, Planning, Execution or Evaluation, with a maximum of 5 examples per criterion. Include materials such as planning documents, brochures, media clips, releases, etc. If submitting a video, photo or audio piece, upload a low-resolution version of the work or provide a link to the work on a website like YouTube, Vimeo, Flickr, etc. For social media, include up to 5 screenshots. For a website, submit website address and screenshots of the home page and up to 5 other key pages.
- Entrants may upload up to three graphic images representative of the program to be featured on-screen during the Worthy Awards Gala should the program be selected as a Worthy Award winner. File format of an image must be a jpg or a hi-res pdf. Generally, the artwork should be at least 1,000 pixels or more in either width or height.
- Entries must be paid online.
How to Prepare Your Program Entry
Use the following information to submit entry.
Profile: Each entry should include the entrant’s personal name, the name of the agency/organization that produced the program, the title of the entry (each title must be unique), the name of the client/organization for which the program was produced and the budget for the program.
Synopsis: Write a description of up to 100 words about the program, which will be read aloud at the Awards Gala if the entry wins a Worthy Award. If no synopsis is provided, only the name of the entrant’s agency/organization and the title of the entry will be read aloud during the presentation. (Synopsis will not be scored by the judges.)
Judging Criteria: Each entry will be scored on the criteria below, with 40 representing a perfect score. Each criterion description can include up to 300 words.
Situation (5 Maximum Points)
- What is the organization’s business/mission?
- What prompted the need for the program?
- Were there any constraints, challenges or interesting aspects of the program, audience or market?
Research (5 Maximum Points)
- What primary/secondary research (quantitative, qualitative, anecdotal, audits) did you conduct?
- How did the research help define or redefine the situation?
Planning (10 Maximum Points)
- What was the plan – goal(s), measurable objectives, strategy, messages, audience(s), timeline, and budget?
Execution (10 Maximum Points)
- What were the key tactics?
- How were challenges overcome?
- Were other organizations involved?
- Were nontraditional public relations tactics used, such as advertising?
Evaluation (10 maximum points)
- What were the results? The outcomes?
- Were measurable objectives achieved?
- What methods of evaluation were used?
- What was the program’s impact on the target audience and organization?
- Was the program completed on time and within budget?
About the Awards
- For each Program category, there can be only one Worthy Award, one Award of Excellence and one Award of Achievement.
- The Worthy Award will go to the entry with the highest average score in each category with at least 35 points.
- The Award of Excellence will go to the entry with the next-highest average score in each category. At least 30 points must be awarded.
- The Award of Achievement will go to the entry with the third-highest average score in each category. At least 25 points must be awarded.
- If no entry in a category receives the minimum points for an award level, no award will be given; for example, if the highest average score in a category is 34 points, there will be no Worthy Award in that category.
- If the scores of two or more entries tie, a third judge will score the entries. The entry with the highest average score will be named the winner.
- The program with the highest average score will receive the award for Best of Show.
Opens Tuesday, June 27