PRism Element Award Categories

Element Award Categories

All individual entries will be judged in four areas, based on the PRSA Bronze Anvil Awards criteria: Planning/Content, Creativity/Quality, Technical Excellence, and Assessment/Results. The greatest emphasis is on execution—the areas of Creativity/Quality and Technical Excellence. Judges will also evaluate how the element fits into a broader public relations strategy. No individual submission can be entered in more than one element category.

E1. ADVERTORIALS*
Paid advertising written as editorial matter to gain support for a product, issue, program or organization. Upload text of editorial matter and documentation of publication. The one-page summary should include target audience, measurable objectives and budget.

E2. ANNUAL REPORTS 
Publications that report on an organization’s annual performance. Upload a sample of one copy of the publication, along with a one-page summary. 

E3. BLOGS/BLOGGER CAMPAIGNS
Web-based journals, or blogs, that communicated either a corporate, public service or industry position. Could also be proactive outreach to the blogger community on behalf of a product, service or organization. 

The one-page summary should include rationale for blogging strategy, target audiences and statistics, or 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. 

E4. BROCHURES
Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Upload a sample of one copy of the publication, along with the one-page summary. 

E5. CREATIVE TACTICS
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 one-page summary. Photographic and/or video representation of any physical objects should be uploaded (e.g., infographics, logos). 

E6. 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. Upload a sample of one copy of the publication along with a one-page summary. 

E7. 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 one-page summary should outline measurable objectives, audience, results and budget. 

E8. 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 one-page summary should include target audience, measurable objectives and any documented results. 

E9. 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. Upload samples of three consecutive issues along with the one-page summary. 

E10. MEDIA RELATIONS
Tactics, programs and events driven entirely by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Upload or provide YouTube/Vimeo links to any television or radio coverage. 

E11. NEWSLETTERS
Publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Upload samples of three consecutive issues, along with a one-page summary.

E12. ONLINE VIDEOS/VIDEO PROGRAMS
Videos to inform target audiences of an event, product, service, issue or organization. Entries may consist of edited video(s) and any sound bites. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives. 

E13. PHOTOGRAPHY
Use of photography as part of a public relations program. Submit the photos and/or key images, and document how the tactic contributed to the measurable results of the campaign. 

E14. 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 one-page summary should address logistics, execution and quantifiable measures that demonstrate how the press conference achieved its stated objectives. 

E15. PRESS KITS/MEDIA KITS
News releases, photographs and other background information compiled for an organization, product or issue. Submit photographic and/or video representation of the press kit or media kit along with the one-page summary. 

E16. PUBLIC SERVICE ANNOUNCEMENTS
Productions of one minute or less distributed as unpaid public service announcements. Single productions or a series addressing the same issue. Video, audio and print 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. 

E17. PUBLICATIONS
Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Upload a sample of one copy of the publication along with the one-page summary.

E18. 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 uploaded, along with a one-page summary. One-page summaries for evaluations should detail how and why this method is unique and valuable. 

E19. 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 one-page summary. Additionally, include brief instructions on how to download the application. 

E20. 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 one-page summary. Additionally, include the website URL for external sites.

E21. SPEECHES*
Upload text of speech along with a one-page summary. Summary should include information about the audience, purpose of speech and any documented results against the stated objectives.

E22. PODCASTS/VODCASTS/WEBCASTS
Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit the one-page summary and upload or provide links to the media, as well as the actual site URL. 

E23. WEBSITES
Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites. Online media rooms should be for media only. 

E24. 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. 

*Entries in categories 1 – Advertorials, 7 – Editorials/Op-Ed Columns, 8 – Feature Stories and 21 – Speeches must be written in their entirety or substantively by the entrant, and not merely “pitched.”

How to prepare your program award summary
For individual awards entries, please use the “Planning/Content” and“Assessment/Results” subheads in your summary and do not exceed a limit of 2750 characters. Spaces are included in character count.

Planning/Content: Describe the objectives of the entry. Identify the audience(s) and strategies used. Include information on research, if applicable. What was the budget? What messages and materials were used?

Assessment/Results: Indicate what method(s) of evaluation were used. Results should provide evidence of how the stated objectives were met and how the entry impacted the success of a broader or ongoing program. Evidence may be qualitative or quantitative, as appropriate for the scope and nature of the entry.

Video, photography & audio entries: Upload a low-resolution version of your work or share a link to your work on a website like YouTube, Vimeo, Flickr, etc.

Website entries: Submit your site address and copies of the home page and other key pages. Include no more than eight sample pages.