2017 Keystone Submission Guidelines
Your awards entry must include:
- A two-page entry summary in PDF format that includes:
- Abstract— Three to five lines that summarize the problem, solution and results
- Main Summary—detailed information for each of the following four key elements of Public Relations (Research, Planning, Execution, Results/Evaluation). See details below. (Worth up to 75 points)
- Support Materials: Entries should include support materials that illustrate the campaign or tactic, such as work samples, photos, news clippings, audio or video files, PDFs of collateral, research examples, etc. Can also be provided via link(s) in summary document, or as a one-page document containing links to supporting materials. (Worth up to 25 points). See the Categories page for specifics
- RESEARCH (15 points)
Identify the PR problem(s) and/or opportunity(ies) your program or tactic is designed to address, using formal or informal research methodologies.
Tips: If you did not conduct research because of time or budget constraints, explain this in your summary, and include the research you would have done in a “perfect world.” Sometimes research was conducted through other programs, projects, or avenues and that information is relevant to your entry submission. Be sure to discuss that information when appropriate.
- PLANNING (15 points)
- Identify primary and secondary audiences and list them in order of importance
- State primary PR goal with specific, measurable objectives and the strategies to accomplish those objectives
- List resources available (and limitations) for budget, time and personnel
Tips: Don’t overlook budget, even if there were no hard costs for your PR program. Staff time should also be considered when identifying the costs of execution. Also, judges want to see “SMART” objectives (specific, measurable, achievable, realistic and timely.)
- EXECUTION (30 points)
Describe the PR tactics used to support the strategies and meet the outlined objectives. Describe any difficulties encountered in terms of budget, time, personnel and how you overcame them.
Tips: Judges are looking for creative tactics that were well implemented and appropriate to the audiences.
- RESULTS/EVALUATION (15 points)
Demonstrate how the program or tactic met or exceeded its original, measurable objectives. Utilize quantifiable measurement methods whenever possible. Outcomes can be measured using a variety of techniques such as surveys, attendance at events, informal feedback or correspondence from the audience, news coverage, etc.
Tips: Tie the results back into the objectives you previously stated. If you did not meet your objectives, explain what you could have done differently.
Online Submission Process
- Complete the required fields for contact and payment information.
- Select Category
- Upload your two-page Abstract and Summary Document. This is the PDF that details your entry. Please use the following format for your file name: [CategoryNumber]_[EntrantName]_[ProjectTitle]
- Summary URL Link: If you cannot upload a PDF, please enter a link to Dropbox or similar file transfer site.
- Support File Upload: Upload any supporting materials that illustrate your project, such as work samples, photos, news clippings, examples of research, etc. If there are online components to your submission, please make sure that URLs in the PDF work. Please use the following format for your file name: [CategoryNumber]_[EntrantName]_[ProjectTitle]_Support[1, 2, 3, etc]
- Optional uploads: The following items are not required for judging purposes, but if your entry wins, we will need them for the Award Ceremony and Chapter communication.
- Graphic File Upload: Please upload an image that illustrates your entry. If you win, we will use this image to illustrate your project at the Award Ceremony and in Chapter communications about the Keystone Awards.
- Company Logo File Upload: Please upload your company logo.