Categories Include:
Public Service
Programs that promote societal good, in which the sponsoring organization’s principal motivation is altruistic or philanthropic.
Special Events and Observances
Programs or events that had a total budget of any amount. Events may be commemorations, openings, observances or celebrations for non-profit, government or for-profit entities.
Reputation/Brand Management
Multifaceted campaigns/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.
Environmental Sustainability Communications
Program that enhances an organization’s reputation and demonstrates a business approach to initiatives that positively impact the environment. Campaigns to highlight the positive impact that they have had delivering environmental benefits to stakeholders.
Community Relations
Programs aimed at improving relations with, or seeking to win the support or cooperation of, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity.
Marketing Communications
Programs designed to introduce and promote new or existing services, ideas or manufactured products. Some examples include, but aren’t limited to, the following industries: health care, technology, food, beverages, retail stores, restaurants, travel and tourism/hospitality, and financial services.
Crisis Communications and Issues Management
Programs undertaken to deal with issues that could extraordinarily affect the ongoing business strategy for companies, government entities, associations and nonprofit organizations.
Shoe-String Budget Campaigns - Less than $5,000
Effective campaign despite limitations of a small budget. This does not include staff time and overhead.
Digital and Social Media Communications
Campaigns that principally or substantially leverage social or digital media activations (organic, paid, or hybrid) to drive organizational goals, enhance engagement and create measurable impact.
Newsletters
Digital or print publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives.
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.
Publicity Stunt
Most effective event or action designed to grab public attention or generate media coverage to raise awareness and brand recognition for an organization or individual.
Magazines (Internal and External)
Digital or print publications that 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.
Influencer Programs
A campaign that engages an outside source to use his/her/their influence, driven by personal experience and relationship with their networks, to market to a targeted audience.
Internal/Employee Communications
Programs to improve internal efficiency through enhanced communications, diversity or programs affecting relations with employees, volunteers, members or affiliated dealers and franchises.
Special-Purpose Publications
Books, posters and other publications not eligible for consideration in other categories. Includes the rationale for the tactic, target audiences and statistics, or other means of quantifiable measurement.
Audio/Video Programs
Pre-produced or live videos, webcasts/webinars and podcasts distributed online to inform target audiences of an event, product, service, issue or organization.
AI Communications
Best use of AI tools or platforms to support or drive a communications goal.
Media Relations – For-Profit
Programs driven entirely by media relations in for-profit organizations. Includes press releases, media advisories, pitch letters, requests for coverage, etc., along with the resulting media coverage.
Media Relations – Not-for-Profit
Programs driven entirely by media relations for not-for-profit organizations. Includes press releases, media advisories, pitch letters, requests for coverage, etc., along with the resulting media coverage
Editorial/Op-Ed Columns
Opinion articles written as editorials, guest columns or letters to the editor. The summary should include the rationale for the editorial or op-ed tactic, target audiences and statistics, or other means of quantifiable measurement.
Website
Use of a website as part of a public relations program for external, internal/intranets and online media rooms. Includes the rationale for the website tactic, target audiences and statistics, or other means of quantifiable measurement.
Content Marketing
Use of owned or paid media such as blogs, infographics, sponsored content, advertorials, brand journalism and company newsrooms to support public relations messaging and traffic for an event, product, service, company or campaign.