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Tactic entries will be judged in five areas: Situation, Planning/Content, Creativity/Quality, Technical Execution and Assessment/Results. Criteria are based on PRSA’s national Bronze Anvil Awards. Judges will also evaluate how the tactic fits into a broader public relations strategy.
T1 Annual Report (print or digital)
T2 Editorial/Op-Ed Column
T3 External Video
T4 Feature Story/Brand Journalism
T5 Internal Video
T6 Magazine(print or digital)
T7 Marketing/Sales Communications (print or digital – brochure, direct mail, design pieces, etc.)
T8 Media Relations/Event (briefing, press conference, tour, etc.)
T9 Media Relations/News Release
T10 Media Relations/Press Kit or Online Newsroom
T11 Newsletter (print or digital)
T12 Other Writing Projects (advertorial, case study, speech, etc.)
T13 Pro Bono (Tactic must have been created, developed and executed without physical or financial compensation)
T14 PSA (TV, radio, online)
T15 Special Event (anniversary, opening, charitable fundraiser, celebration, etc.)
T16 Social Media (Facebook, Twitter, YouTube, Pinterest, Instagram, Google+, blog etc.; include screenshots of key pages, URL for external sites)
T17 Student Tactic (a tactic created for a client by a student(s) as part of a class)
T19 Special Tactic (a tactic that does not belong in the other tactic categories)
Tactic 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 Tactic entry will be submitted online in only one category.
- Individual tactics from any Program entry may be submitted as separate Tactic entries.
- Judges will also evaluate how the tactic fits into a broader public relations strategy.
- Each entry should address five judging criteria – Situation, Planning/Content, Creativity/Quality, Technical Execution and Assessment/Results, described in “How to Prepare Your Tactic Entry.”
- Entries may include supporting materials grouped according to Planning/Content, Creativity/Quality, Technical Execution and Assessment/Results, 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 entries, include up to 5 screenshots. For website entries, include website address and screenshots of the home page and up to 5 key pages.
- Entrants may upload up to three graphic images representative of the tactic to be featured on-screen during the Worthy Awards Gala should the tactic be selected as a Worthy Award winner. The file format of the 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 Tactic Entry
Use the following information to submit entry.
Profile: Each entry should include the entrant’s personal name, name of the agency/organization that produced the tactic, the title of the entry (each title must be unique), the name of the client/organization for which the tactic was produced and the budget for the tactic.
Synopsis: Entrant is asked to write a brief description of the tactic of up to 100 words, which will be used to describe the entry at the gala if it 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 in 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 tactic?
- Were there any constraints, challenges or interesting aspects of the project, audience or market?
Planning/Content (10 Maximum Points)
- What research was conducted to determine plan of action (primary/secondary, quantitative/qualitative, anecdotal)?
- Why was the tactic selected?
- What was the plan of action – goal(s), measurable objectives, strategy, target audience, timeline and budget?
- Did messages relate to objectives?
- Is content substantive, understandable, consistent and appropriate for the stated audience?
- How did tactic fit into a broader public relations strategy?
Creative/Quality (10 Maximum Points)
- What is creative about the tactic?
- Is production quality superior, based on budget and scope of the project?
Technical Execution (5 Maximum Points)
- How was the tactic implemented to achieve program goals?
Assessment/Results (10 Maximum Points)
- Did entry achieve results stated in measurable objectives?
- What method(s) were used to assess results?
- How did the entry impact the success of a broader or ongoing program?
- What was the outcome as a result of the tactic?
- How did the organization and target audience benefit?
- Are there other indicators of success of the tactic, quantitative or qualitative, in meeting objectives?
About the Awards
- For each Tactic 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 the scores of two or more entries in a tactic category tie, a third judge will score the entries. The entry with the highest average score will be named the winner.
- If no entry receives the minimum points for an award level, no award will be given; for example, if the highest score in a Tactic category is 34 points, there will be no Worthy Award in that Tactic category.
Opens Tuesday, June 27