|Component Award Categories|
Component Award Categories
Component awards recognize outstanding public relations tactics,
the individual items or components of programs and campaigns. Please note that
a component entry is restricted to a one-page summary with one-inch margins.
1. Media Relations – Consumer Products
2. 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.
3. 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.
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.
Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit the one-page summary and upload or provide YouTube/Vimeo links of the webcast, as well as the actual site URL.
6. 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.
Web-based journals, or blogs, that communicated either a corporate, public service or industry position. 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.
8. Blogger Campaigns
A proactive outreach to the blogger community on behalf of a product, service or organization. The one-page summary should include rationale for blogger outreach strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a copy of (a) the outgoing messages and (b) the resulting blog entries either as uploads and/or the actual site URLs.
9. 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.
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.
11. Creative Tactics
Unconventional, 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.)
12. 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.
13. 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.
14. Online Videos
Pre-produced videos distributed online to inform target audiences of an event, product, service, issue or organization. Entries may consist of an edited video and one of any sound bites. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.
15. Satellite Media Tours
Live broadcasts offered to and aired by television stations to inform target audiences about an event, product, service or organization. Entries may consist of one or two uploads of the representative placements. The one-page summary should include statistics or other means of quantified measurement to support stated objectives.
16. 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 electronic copies of the actual print PSA must be included in the entry. The summary should include documentation of results.
17. Video Programs
Video programs targeted either toward internal audiences such as employees, members, etc., or directed primarily at external audiences. Entrants should upload programs as a reasonable representation. The summary should include documentation of results that support stated objectives.
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.
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.
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.
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.
22. 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.
23. 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.
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.
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.
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.
*Entries in categories 2 – Feature Stories, 3 – Editorials/Op-Ed Columns, 24 – Speeches and 25 – Advertorials must be written in their entirety or substantively by the entrant, and not merely “pitched.”