PRism Student Award Categories

Entry guidelines

Students with majors in communications, public relations, marketing, journalism and broadcasting, advertising and English are encouraged to apply. Coursework, internship, co-op, student employee and extracurricular work will be accepted. Work completed individually and within a team is accepted (but point out the what work you completed within the team). PR Apprentice campaigns cannot be entered. Get permission from your employer if submitting a project that was completed for an internship, co-op, student employee or extracurricular work.

Work must have been completed from January 1, 2018 to March 15, 2019. Students who have graduated are eligible to submit their most recent student work as long as it was within this timeline.

Entry fees

  • Early bird entries (submitted before or on March 1, 2019) = FREE
  • After early bird (submitted between March 2, 2019 to March 15, 2019) = $20 per entry

Judging

Entries will be judged by a group of local PR practitioners from the PRSA Rochester Chapter.

The highest scoring entry in a category will receive a PRism Award. The second highest scoring entry in a category will receive an Award of Excellence.

Please see the judging sheets to see the entry criteria.

Program Award Categories

All program entries will be judged in four areas: Insights and Analysis, 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.

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.

In addition to the work you submit, a two-page summary is required. The two-page summary is the single most important part about your entry. It is highly-suggested you use the program scoring grid to create your entry because that is what the judges use to evaluate.

The two-page summary should have no smaller than a 10-point typeface and one-inch margins.

Student Program 1. 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. 

Examples include: Integrated marketing communications, social media, community relations, crisis communications, events and observances, internal communications

Student Program 2. Branding/Marketing

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

Examples include: Personal branding/ portfolio

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 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.

In addition to the work you submit, a one-page summary is required. The one-page summary is the single most important part about your entry. It is highly-suggested you use the element scoring grid to create your entry because that is what the judges use to evaluate.

The one-page summary should have no smaller than a 10-point typeface and one-inch margins. Each category has suggested examples of work to include with the one-page summary.

Student Element 1. News/Feature Writing

Entries should include pieces written with the intent of promoting a product or service or educating a target audience. These pieces should be published or broadcast to an audience and may be any length.

Examples include: News releases, newsletter articles, newspaper articles, class project articles, brochures

Student Element 2. Digital and Social Media

Digital and social media entries should include online communication elements.

Examples include: Social media, podcasts, video, creative tactics, website, blogs/ series of blog posts

Student Element 3. 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. The one-page summary should detail how and why this method is unique and valuable. 

Examples include: Measurement, analytics, media reports, digital audit, surveys, focus groups, primary or secondary research, qualitative or quantitative analysis