Each entry will be evaluated using the criteria that are the prime tenets of public relations: research, analysis and planning, communication action, implementation and evaluation.

• Objectives: Purpose and objectives clearly stated. Target audience(s) clearly identified.
• Research: Thorough advance research or analysis, including determination of issues and needs.
• Planning: Complete and comprehensive planning. Appropriate use of available budget.
• Creativity: Creative approach/appropriateness of the communications methods and/or medium.
• Quality: Overall image and professional appearance, including design, photography, electronic production, paper selection, typography and audiovisual production. Quality of writing.
• Evaluation/results: How well the entry addresses the target audience and meets the stated objectives. How well results correlate to research findings and strategic objectives.

Note: For complete programs, circulation figures are not an acceptable means of quantitative measurement.

Awards will be given for Excellence and Merit in each category. The best overall entry will be named “Best of Show.” The judges have the right to withhold an award in any category if the entry does not, in their opinion, warrant recognition. Entries may be moved to the appropriate category or division at the judge’s discretion. Entries will be disqualified if submission guidelines are not followed. PRSA – Southeastern Wisconsin Chapter cannot be responsible for original or one-of-a-kind samples. Please submit color photocopies if a project’s return is critical.  

Notification of Winners and Return of Entries

All winning entrants will be notified prior to the Paragon Communications Awards banquet in May. All entrants who wish to retain their entries must pick them up at the awards banquet. No entries will be shipped, mailed or held for return at a later date. Judges’ comments will be included with each returned entry. 

ENTRY CATEGORIES

Entry summaries are limited to two pages that should describe the project or program, including the objectives, research/planning, execution, budget and evaluation (for additional rules, see Preparing Your Entry section). The summary should include a discussion of how the results supported the project’s or program’s objectives. Also include any specific information requested under individual categories. Limit of one entry per program or tactic. Tactics that are also nominated as part of a larger program will be disqualified. Judges reserve the right to move an entry to another category if it is deemed a more appropriate fit.  

PR PROGRAMS

1 Media Relations
A comprehensive, stand-alone media relations program (not part of an integrated campaign) to promote awareness or understanding of an issue, product, or service.

2 Integrated Communications
Programs that exemplify creative and effective integration of public relations tactics with at least one other marketing communications tool, such as advertising. Evidence of integration of strategies, budget and evaluation should be provided. Advertising costs should not exceed one-third of budget.

3 Community Relations
Programs that seek to win the support of, cooperation of, or aim to improve relations with people or organizations in communities where the sponsoring organization has an interest, need or opportunity. (“Community” refers to a specific geographic location.)

4 Marketing Consumer Products or Services
Campaigns that promote products or services to a consumer audience.

5 Marketing Business-to-Business
Campaigns that promote products or services to a business audience.

6 Public Affairs
Programs designed to influence public policy and/or affect legislation, regulations, political activities or candidates – at the local, state or federal government levels – so that the entity funding the program benefits.

7 Public Service
Programs that advance public understanding of a social issue, problem or concern.

8 Grassroots Marketing Programs
Programs that connect with existing and prospective customers through non-mainstream media methods such as word of mouth, field marketing, brand ambassadors, buzz marketing and more.

9 Crisis Communications
Programs undertaken to deal with an event that had an extraordinary impact.

10 Internal Communications
Programs targeted specifically to special public allied with an organization (e.g. members, employees, affiliated dealers or franchises).

11 Investor Relations
Programs directed to shareholders, other investors and the investment community.

PR TACTICS

12 Media Relations
A singular media relations tactic, such as a news release, media pitch, or resulting media placement, which helped to promote an issue, product or service.

13 Special Events
May be commemorations, observances, openings, celebrations or other special activities.    

14 Web sites, External and Internal
Public relations promotion of an external or internal Web site. Include screen grabs or copies of key pages to support your summary. Include the Web site address for external sites. Note: Traffic should be measured in unique visits rather than hits.

15 E-newsletters
Publications designed, written and delivered via e-mail periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Include click-through rates if applicable.

16 Blogs
A Web site that provides updated headlines and news articles of other sites that are of interest to the user and promote a business, cause or service. It may also include journal entries, commentaries and recommendations compiled by the user.

17 Social Media

A. One-time, special event

                a. Use of social media to promote an event and/or engage targeted audiences at/for an event. Submission may include images such as screen shots, metrics, etc. and/or copies of key pages to support results.

B. Ongoing campaign

                a. Use of at least two social media platforms such as Facebook, Twitter, MySpace, YouTube, etc. as part of a public relations program designed to achieve specific public relations and/or business goals and reach targeted audiences. Social media campaign must be at least three months old. Submission may include images such as screenshots, metrics, etc. and/or copies of key pages to support results.

18 Direct Mail
Mailed communications designed to solicit a specific immediate response by the target audience. Can be a single communication or a series. Quantifiable, specific actions by the target audience resulting solely from the sponsor’s communication should be detailed in the summary.

19 Media/Press Kits
A. Products
B. Services/Events/Other
News releases, photographs and other background information compiled into one packet to promote an organization, product or issue. Submit one copy of kit.

20 Annual Reports
A. Publications which report on an organization’s annual performance.
B. Financial shareholder annual reports of publicly held companies. Submit one copy.

21 Brochures
A. One or Two Colors
B. Three or More Colors
Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product(s), service(s) or issue(s). Submit one copy.

22 Newsletters
A. One or Two Colors
B. Three or More Colors
Publications designed, written and published periodically to provide brief and timely information to audiences while supporting an organization’s overall objectives.

23 Public Service Announcement
Video or audio productions of one minute or less, distributed as non-paid Public Service Announcements. Single PSAs or a series addressing the same issue may be submitted on a single VHS tape or audio cassette. Summary should include documented results.

24 Video or Audio Programs
Video or audio programs directed at an internal or external audience. Organizations whose programs are directed toward an external audience must pay the entry fee without assistance from corporate sponsors. Submit no more than 10 minutes of the program on CD. Summary should include documented results.

25 Video News Release or B-roll Package
Pre-produced videos distributed to television stations to inform a target audience about an event, product, service or organization. All entries must be on CD. Summary should include usage statistics or other quantified measurement.

26 Miscellaneous
Any public relations project that does not fit into one of the previous categories (speeches, ghost-written articles, pitch letters, etc.).