Campaigns: 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 two pages must be uploaded as a PDF. Each of the four criteria — research, planning, execution and evaluation — must be addressed. The two-page summary should be typed using no smaller than a 10-point typeface and one-inch margins.
  • The summary PDF should also include a third page containing an organizational overview briefly listing company background and PR staff size to better acquaint the judges with the submitting organization.
  • Supporting Materials: Entrants will be instructed to upload PDFs (no more than 225 pages each) of any detailed supporting materials referenced in the research, planning, execution and evaluation sections of your two-page summary. Pages should be no larger than 8.5 x 11 inches with a minimum of 10-point typeface and one-inch margins.
  • 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.


1. PUBLIC SERVICE: Includes programs that advance public understanding of societal issues, problems or concerns.

1A. Business

1B. Government

1C. Associations

1D. Nonprofit Organizations

1E. Partnerships (Funded jointly by businesses and other organizations, including nonprofit and government)

2. MARKETING: Includes programs designed to introduce new products/services, or promote existing products/services to a particular audience.

2A. Consumer Products (include health care, technology, food, beverages, retail stores and restaurants, packaged goods, non-packaged goods, other categories not elsewhere defined)

2B. Consumer Services (includes travel and tourism hospitality, health care services, technology, financial services, other categories not elsewhere defined)

2C. Business to Business (includes professional and/or financial services, products, other categories not elsewhere defined.)

3. INTEGRATED COMMUNICATIONS: Includes any program that demonstrates leadership of public relations strategies and tactics in a creative and effective integrated campaign, along with other marketing or communications. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines.

3A. Consumer Products (food & beverage, retail stores and restaurants, packaged goods, non-packaged goods)

3B. Consumer Services

3C. Business to Business

3D. Government

3E. Associations

3F. Nonprofit Organizations

4. EVENTS AND OBSERVANCES: Includes programs or events, such as commemorations, observances, openings, yearlong anniversaries, celebrations or other special activities. Events occurring within a time span of one week should be entered in “4A. Seven Or Fewer Days” and events that took place for longer than a one-week period should be entered in “4B. More Than Seven Days.”

4A. Seven or Fewer Days

4B. More Than Seven Days

5. REPUTATION/BRAND MANAGEMENT: Programs designed to enhance, promote or improve 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.

5A. Business

5B. Government

5C. Associations

5D. Nonprofit Organizations


6A. Business (products or services)

6B. Government

6C. Associations/Nonprofit Organizations

7. INTERNAL COMMUNICATIONS: Includes programs targeted specifically to special publics directly allied with an organization, such as employees, members, affiliated dealers and franchisees

7A. Business

7B. Associations/Government/Nonprofit Organizations

8. MULTICULTURAL PUBLIC RELATIONS: For any type of program, such as institutional, marketing and community relations, specifically targeted to a cultural group.

8A. Business

8B. Associations/Government/Nonprofit Organizations

9. CRISIS COMMUNICATIONS: Includes programs undertaken to deal with an unplanned event that required an immediate response.

9A. Business

9B. Government

9C. Associations/Nonprofit Organizations

10. PUBLIC AFFAIRS: Includes programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies — at the local, state or federal government levels — so that the entity funding the program benefits.

10A. Business

10B. Associations/Nonprofit Organizations

10C. Government

11. ISSUES MANAGEMENT: For programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy.

11A. Business

11B. Government

11C. Associations/Nonprofit Organizations

12. GLOBAL COMMUNICATIONS: Includes any type of program, such as Reputation/Brand Management, Marketing or Events and Observances, that demonstrates effective global communications implemented in more than one country.

13. INVESTOR RELATIONS: Includes programs directed to shareowners, other investors and the investment community


Campaigns: Requirements and categories

Tactics: Requirements and categories

Individual Awards

Judging criteria: What makes a good entry?

Submit your entry



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