2016 Virginia Public Relations Awards Category Descriptions

Transcription

1 2016 Virginia Public Relations Awards Category Descriptions Capital Award Categories 1. MEDIA RELATIONS Consumer Products Tactics, programs and events driven entirely by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television and radio coverage can be submitted through uploaded files. 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 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 summary should outline measurable objectives, audience, results and budget. 4. WEBSITES Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your summary. Additionally, include the website URL for external sites. 5. WEBCASTS Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit the summary and a video of the webcast, as well as the actual site URL. 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 summary. Additionally, include the website URL for external sites. 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 1

2 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 summary should include rationale for blogger outreach strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as copy of (a) the outgoing messages and (b) the resulting blog entries. 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 summary. Additionally, include brief instructions on how to download the application. 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 summary. A photograph or video representation of the objects may be uploaded to show the objects. 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 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 summary. 14. ONLINE VIDEOS Pre-produced videos distributed online to inform target audiences of an event, product, service, issue or organization. The 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 uploading one or two of the representative placements. The summary should include statistics or other means of quantified measurement to support stated objectives. 16. PUBLIC SERVICE ANNOUNCEMENTS 2

3 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 uploaded. 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 summary should include documentation of results. 17. INTERNAL/INTRANET VIDEO PROGRAMS Video programs targeted toward internal audiences such as employees, members, etc. Entrants should submit programs as a reasonable representation. The summary should include documentation of results that support stated objectives. 18. EXTERNAL VIDEO PROGRAMS Video programs directed primarily at external audiences. Entrants should submit programs as a reasonable representation. The summary should include documentation of results that support stated objectives. 19. 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, along with a summary. 20. 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 summary. 21. 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 along with the summary. 22. 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 along with the summary. 23. ANNUAL REPORTS Publications that report on an organization s annual performance. Submit one copy of the publication, along with a summary. 24. 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 one copy of the publication along with a summary. 25. SPEECHES Submit text of speech along with a summary. Summary should include information about the audience, 3

4 purpose of speech and any documented results against the stated objectives. 26. 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 summary should include target audience, measurable objectives and budget. 27. 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. Summaries for evaluations should detail how and why this method is unique and valuable. Commonwealth Award Categories 1. COMMUNITY RELATIONS Includes programs that aim to improve relations with, or seek 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. Note: Campaigns designed to promote products should be entered in Category 7 or 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. Note: Campaigns designed to launch or promote a specific product or service s launch or sales/marketing effort should not be entered in this category. Instead, refer to Category 7, 8 or BRIEF EVENTS AND OBSERVANCES Includes programs or events scheduled for one to seven consecutive days (not including planning and preparation). Events may include commemorations, observances, openings, celebrations or other special activities, and must occur within a time span of one week. 4. EXTENDED EVENTS AND OBSERVANCES Includes programs or events that take place for longer than a one-week period, such as a yearlong anniversary, or activities (commemorations, observances, celebrations, etc.). 5. PUBLIC SERVICE Includes programs that advance public understanding of societal issues, problems or concerns. Note: Similar programs conducted principally to enhance an organization s standing, or to otherwise serve its interests directly, will fall under Category 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. 4

5 7. MARKETING CONSUMER PRODUCTS Includes programs designed to introduce new products or promote existing products to a consumer audience. 8. MARKETING CONSUMER SERVICES Includes programs designed to introduce new services or promote existing services to a consumer audience. 9. MARKETING BUSINESS TO BUSINESS Includes programs designed to introduce new products, or promote existing products or services to a business audience. 10. 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. 11. CRISIS COMMUNICATIONS Includes programs undertaken to deal with an unplanned event that required an immediate response. 12. ISSUES MANAGEMENT For programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy. 13. INTERNAL COMMUNICATIONS Includes programs targeted specifically to special publics directly allied with an organization, such as employees, members, affiliated dealers and franchisees. 14. INVESTOR RELATIONS Includes programs directed to shareowners, other investors and the investment community. 15. MULTICULTURAL PUBLIC RELATIONS For any type of program, such as institutional, marketing and community relations, specifically targeted to a cultural group. 16. 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. Thomas Jefferson Award Recognizes the extraordinary achievement of a seasoned public relations practitioner working in the Greater Richmond metropolitan region. Winners of the Thomas Jefferson Award for Excellence in Public Relations exemplify the best in the profession. There is no cost for nominating someone. Please submit a 250-word statement summarizing why the nominee deserves the award, the nominee s current resume, a 5

6 headshot of the nominee (if available), up to 5 letters of recommendation, and up to 5 supporting documents. Rising Star Award Honors a new practitioner with five or fewer years of experience working in the public relations profession. There is no cost for nominating someone. Please submit a 250-word statement summarizing why the nominee deserves the award, the nominee s current resume, a headshot of the nominee (if available), up to 5 letters of recommendation, and up to 5 supporting documents. 6