Tactics: Requirements and categories

Complete the basic contact info on the submission page and upload the necessary files, or provide links to a location where the judges can download or otherwise view them.

  • Summary:A concise summary no longer than one typed page must accompany the entry must be uploaded as a PDF. Pages should be no larger than 8.5 x 11 inches (with a minimum of 10-point typeface and one-inch margins.)
  • Judges evaluate the tactic on four key areas—planning/content, creativity/quality, technical excellence and results. The summary must address each of these areas. Within these areas, the summary should include measurable objectives, target audiences, budget and any other specific information requested in the individual category. Results — qualitative, quantitative or both — should provide evidence of how the stated measurable objectives were met, and how the entry impacted the success of a broader or ongoing program.
  • Upload a PDF version of the tactic or provide a link to the tactic. The link can go to either a website or a file transfer site (e.g., Dropbox or Google Drive). For example, to demonstrate television coverage, you could either link directly to the story on the station’s website, or include an MP4 file in a Dropbox link.
  • Images:Upload up to two graphic images representative of your program. One image should be a company logo. If your program receives a Keystone Award, we will feature this image onscreen during the ceremony.

Categories

Traditional Media

1A. MEDIA RELATIONS — Consumer Products: Tactics, programs and events driven entirely by media relations for a consumer product. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage.

1B. MEDIA RELATIONS: Consumer Services: Tactics, programs and events driven entirely by media relations for a consumer service. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage.

1C. MEDIA RELATIONS:  Business-To-Business: Tactics, programs and events driven entirely by media relations for business-to-business. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage.

1D. MEDIA RELATIONS: Associations: Tactics, programs and events driven entirely by media relations for an association. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage.

1E. MEDIA RELATIONS: Nonprofit Organizations: Tactics, programs and events driven entirely by media relations for a nonprofit organization. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage.

1F. MEDIA RELATIONS: Government: Tactics, programs and events driven entirely by media relations for a government agency or public service organization. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage.

2. FEATURE STORIES*: Feature articles that have been written by a practitioner, and submitted and published through his/her efforts. Submit text of feature article, as well as documentation of publication and placement. The one-page summary should include target audience, measurable objectives and any documented results.

3. EDITORIALS/OP-ED COLUMNS*: Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication. The one-page summary should outline measurable objectives, audience, results and budget

Online Communications

4. WEBSITES: Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites. Online media rooms should be for media only.

4A. External

4B. Internal/Intranets

4C. Online Media Room

5. WEBCASTS Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit URL of the actual site, or FTP link to the archived files.

6. SOCIAL MEDIA: Use of social media, including Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites.

6A. Consumer Products

6B. Consumer Services

6C. Business to Business

6D. Associations/Government/Nonprofit Organizations

7. BLOGS: Web-based journals, or blogs, that communicated either a corporate, public service or industry position. The one-page summary should include rationale for blogging strategy, target audiences and statistics, or other means of quantifiable measurement to support stated objectives. Screen downloads of the blog being entered, as well as the actual site URL, must be submitted as part of the story.

8. BLOGGER CAMPAIGNS: A proactive outreach to the blogger community on behalf of a product, service or organization. The one-page summary should include rationale for blogger outreach strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a copy of (a) the outgoing messages and (b) the resulting blog entries either printed. Include PDF of the resulting coverage, or links to the sites.

9. SMARTPHONE/TABLET APPLICATIONS: Use of smartphone and/or tablet applications as part of a public relations program. Include copy and any images of key pages to support your one-page summary. Additionally, include brief instructions on how to download the application.

Tactics

10. WORD-OF-MOUTH: Tactics that get key audiences talking or provide an avenue for conversation through the use of different techniques, such as viral marketing, sampling programs, loyalty programs, etc.

11. CREATIVE TACTICS: Unconventional, creative tactics or approaches used as part of a public relations program. Documentation of how the tactic specifically contributed to the measurable results of the campaign should be included in the one-page summary. Photographs and/or PDFs showing objects can be uploaded to the system.

11A. Consumer Products

11B. Consumer Services

11C. Business to Business

11D. Associations/Government/Nonprofit Organizations

12. PRESS CONFERENCES: One-time events held specifically to announce news to target media about a product, service, issue or organization. A series of events or a multi-day effort does not belong in this category. The one-page summary should address logistics, execution and quantifiable measures that demonstrate how the press conference achieved its stated objectives.

13. PRESS KITS/MEDIA KITS: News releases, photographs and other background information compiled for an organization, product or issue. Submit one copy of the press kit or media kit along with the one-page summary. For Digital Press Kits/Media Kits, submit the one-page summary and the digital press kit/media kit as a PDF or via an FTP link to the files.

14. ONLINE VIDEOS: Pre-produced videos distributed online to inform target audiences of an event, product, service, issue or organization. Entries may consist of an edited video or soundbites, which can be submitted as a link to the video(s) or via an FTP link to the video files. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

15. SATELLITE MEDIA TOURS: Live broadcasts offered to and aired by television stations to inform target audiences about an event, product, service or organization. Entries may consist of one or two of the representative placements as links to the TV websites or via an FTP link to the video files. The one-page summary should include statistics or other means of quantified measurement to support stated objectives.

16. PUBLIC SERVICE ANNOUNCEMENTS: Productions of one minute or less distributed as unpaid public service announcements. Single productions or a series addressing the same issue. Video and audio PSAs may be submitted via a direct link or FTP link to the files. For print PSAs, single ads or a series of ads addressing the same issue may be submitted, but copies of the actual print PSA must be included in the entry. The one-page summary should include documentation of results.

17A. INTERNAL/INTRANET VIDEO PROGRAMS: Video programs targeted toward internal audiences such as employees, members, etc. Entrants should submit programs via direct link or FTP link to the files as a reasonable representation. The one-page summary should include documentation of results that support stated objectives.

17B. EXTERNAL VIDEO PROGRAMS: Video programs directed primarily at external audiences. Entrants should submit programs via direct link or FTP link to the files as a reasonable representation. The one-page summary should include documentation of results that support stated objectives.

18. NEWSLETTERS: Publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Submit three consecutive issues as PDFs, along with a one-page summary. For Digital Newsletters submit the one-page summary and the digital newsletters as a PDF or direct link.

18A. Print

18B. Digital

19. BROCHURES: Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Submit one copy of the publication, along with the one-page summary, as a PDF or link (if Digital.)

19A. Print

19B. Digital

20. MAGAZINES — Publications designed to provide in-depth information about an organization or topic on a regular basis. Magazines typically differentiate from newsletters by the number of pages and length of articles. Submit three consecutive issues, as PDFs or direct links, along with the one-page summary.

20A. Internal Audiences Primarily

20B. External Audiences Primarily

21. PUBLICATIONS: Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Submit one copy of the publication as a PDF or direct link along with the one-page summary.

21A. Single Issue Newsletters/Booklets/Calendars

21B. Books

22. ANNUAL REPORTS: Publications that report on an organization’s annual performance. Submit one copy of the publication as a PDF or direct link, along with a one-page summary.

22A. Business

22B. Associations/Government/Nonprofit Organizations

23. DIRECT MAIL/DIRECT RESPONSE: Communications designed to solicit a specific, immediate response by the target audience. This can be a single communication or a series. Quantifiable, specific actions by the target audience recipients resulting solely from the sponsor’s communication should be detailed in the summary. Submit the publication as a PDF or direct link, along with a one-page summary.

24. SPEECHES*: Submit text of speech along with a one-page summary. Summary should include information about the audience, purpose of speech and any documented results against the stated objectives.

25. ADVERTORIALS*: Paid advertising written as editorial matter to gain support for a product, issue, program or organization. Submit text of editorial matter and documentation of publication. The one-page summary should include target audience, measurable objectives and budget.

26. RESEARCH/ EVALUATION: Research that provides a meaningful contribution or input to a public relations program, or an evaluation documenting the value or benefit of a public relations program or tactic. Sample of the methodology and findings of any research should be included in the entry, along with a one-page summary. One-page summaries for evaluations should detail how and why this method is unique and valuable.

*These categories will not be judged on technical excellence.

 


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Campaigns: Requirements and categories

Tactics: Requirements and categories

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