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

PR Programs: Media Relations (revised)

1. A comprehensive, stand-alone media relations program (not part of an integrated campaign) to promote awareness or understanding of an issue, product or service.
a. Business/Industry
b. Government/Nonprofit

2. Social Media Campaign – Ongoing (revised) Use of at least two social media platforms such as Facebook, Twitter, 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, and/or copies of key pages to support results.

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 Public Affairs (revised)
Programs designed to influence public policy and/or affect legislation, regulations, political activities or candidates – at the local, state or federal government levels.
a. Issues Management (NEW)
Programs that promote a cause or social issue.
 i. Business/Industry
ii. Government/Nonprofit

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

6 Crisis Communications (revised)
Programs under taking to prepare for or deal with an event that has the potential for or had an extraordinary impact.
a. Planning/Strategy (new)
b. Implementation

7 Integrated Communications (revised)
Programs that exemplify creative and ef fective 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.
a. Business/Industry
 b. Government/Nonprofit

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

9 Marketing Business to Business
Campaigns that promote products or services to a business audience

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

11 IInternal Communications
Programs targeted specifically to special public allied with an organization (members, employees, affiliated dealers or franchises).

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

PR TACTICS

1 PR Tactic: Media Relations (revised)
A singular media relations tactic, such as a news release, press kit, media pitch or resulting media placement, which helped to promote an issue, product or service.
a. Press Kit News releases, photographs or other background information compiled into one packet to promote an organization, product or issue. Submit one copy of kit.
    i.  Product
    ii. Services/Events/Other
b. Release/Other Tactic

2 Poster (new)
Best use of a poster to communicate with and influence target audiences.

3 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.

4 Multimedia (new)
 Includes video, b-roll footage, audio or public ser vice announcements directed at internal or external audiences. Submit no more than 10 minutes of a video on CD. Summary should include documented results.

5 Newsletters
Publications designed, written and published periodically to provide brief and timely infor mation to audiences while supporting an organization’s overall objectives.

6 Special Events
May be commemorations, obser vances, openings, celebrations or special activities. .

7 Annual Report
May be commemorations, obser vances, openings, celebrations or special activities.
a. Publications which report on an organization’s annual performance.
b. Financial shareholder annual reports of publicly held companies.

8 Brochure (revised)
Pamphlets, booklets or other small publications designed to infor m a target audience about an organization, product(s), service(s) or issue(s). Submit one copy.

9 Social Media Tactic (revised)
One tactic designed to engage audiences through peer-to-peer communications tools, such as social networking sites, blogs, blogger outreach, social media events or content creation. Entries with online components should include the site’s complete URL. Entries should indicate results/metrics.

10 Online (revised)
a. Website (internal or external) External or internal website. Include screen grabs or copies of key pages to support your summary. Include the website address for external sites. Note: Traffic should be measured in unique visits.
b. E-News Information designed, written and delivered via email periodically to provide information to target audiences while supporting an organization’s overall goals. Include visitors, open and click-through data if applicable.
c. Mobile Use of mobile technology to generate awareness, influence behavior, and allow individuals and groups to collaborate and share knowledge and experiences online.
d. Webcast/Webinar Use of the web to communicate information via seminar, live press conference, etc.

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