PRism Program Category Descriptions

Program Award Categories

All program entries will be judged in four areas: Research, Planning, Execution, and Evaluation. These are consistent with the industry standard for effective professional practices, the PRSA Silver Anvil Awards, and the Universal Accreditation Board criteria.

With the exception of the Integrated Campaign category, no individual submission can be entered in more than one program category. Since public relations is often part of a larger campaign, the Integrated Campaign category enables you to highlight the creative and effective integration of public relations strategies and tactics with other promotional marketing communications. If the public relations component of the Integrated Campaign is strong enough to compete as a separate program (Business-to- Business Communications, Special Event/Observance, etc.), then it may be entered again. This is the ONLY category in which submissions can be entered more than once.

As in the past, individual components from any program may be submitted as separate element entries (be sure to include separate entry form, summary, and fees). Programs often have better chances of winning when they are near completion and evaluation against initial objectives can be better determined.

P1. 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. 

P2. CRISIS COMMUNICATIONS
Includes programs undertaken to deal with an unplanned event that required an immediate response. 

P3. EVENTS AND OBSERVANCES
Includes programs or events, such as commemorations, observances, openings, yearlong anniversaries, celebrations or other special activities. 

P4. 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. 

P5. 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. 

P6. INTERNAL COMMUNICATIONS
Includes programs targeted specifically to special publics directly allied with an organization, such as employees, members, affiliated dealers and franchisees. 

P7. INVESTOR RELATIONS
Includes programs directed to shareowners, other investors and the investment community. 

P8. MARKETING
Includes programs designed to introduce new products/services, or promote existing products/services to a particular audience.

P9. MULTICULTURAL PUBLIC RELATIONS
For any type of program, such as institutional, marketing and community relations, specifically targeted to a cultural group. 

P10. 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. 

P11. PUBLIC SERVICE
Includes programs that advance public understanding of societal issues, problems or concerns. 

P12. ISSUES/REPUTATION/BRAND MANAGEMENT
Includes programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy. Also includes 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. 

* This is the only category that can be entered more than once.

How to prepare your program award summary
The summary is the most important component of a program entry. Judges review it carefully to evaluate a program on its merit in four key areas. Programs descriptions are limited to 5500 characters (spaces included), and should contain the following guidelines:

Research
Analyze or describe the situation on which the program is based, and indicate who specifically initiated the research. Was it in response to a problem or to examine a potential problem? Did the research help redefine the situation in any way? How was it relevant to shaping the planning process? How did it help define audience(s) or the situation?

Planning
Include an outline of the plan. Describe the target audience(s) and objectives. What was the overall strategy? What materials were used? What was your budget? How do the plans correlate with the findings? Who was involved in the planning?

Execution
How were the plans executed, and what were the results? In general terms, how did the activities flow? How were challenges overcome? Were other organizations involved? Was advertising a part of the program? If yes, what was the budget for advertising compared to the overall program?

Evaluation
Since public relations activity is intended to affect business or organizational results, outcomes measurement is important in determining the effectiveness of any campaign. What methods of evaluation were used? How are results related to research findings and strategic objectives? When preparing your entries, consider the following outcomes in preparation for the Evaluation section of your entry: awareness data (aided, unaided, familiarity, etc.), behavioral data (donations raised, employee retention, participation in an event, etc.), financial/market data (funds raised, market share, sales, etc.), and survey data (brand equity rating, employee morale, reputation ranking, etc.)