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Impact Awards

2014 Categories & Criteria

Southern Arizona Chapter, Public Relations Society of America

I.   Campaigns

II.  Tactics

III. PR Practitioner Special IMPACT Awards

1. Lifetime Achievement Award

2. Outstanding New Practitioner Award

3. Public Relations Professional of the Year Award

I. Campaigns

1a. Public Service Campaign
1b. Community Relations Campaign
1c. Image or Brand Identity Campaign
1d. Crisis Communications Campaign
1e. Integrated Communications Campaign
1f.  Public Affairs/Government Relations Campaign
1g. Internal Communications Campaign
1h. Investor Relations Campaign
1i.  Political Communications Campaign
1j.  External Communications Campaign NOTE: only for entries that do not fall into one of the categories above

Majority of the work on the campaign must have taken place between January 2013 and June 2014.  Campaigns can be ongoing as of June 2014, but keep in mind that results play a role in the way the submission is scored by the judges. 

Please share the results of any ongoing metrics of benchmarks and note that if you cannot share outcomes, it may result in loss of points.

Details:  Each campaign entry must include a summary of no more than two pages. The summary should begin with a 3-5 line abstract stating problem, solution and results, followed by detailed information in each of the four categories below.

 
1. RESEARCH

  • Identify the public relations problem(s)/opportunity(ies) using formal or informal research methodologies. 

NOTE: If research was not conducted because of time or budget constraints, explain this in your summary, and include the research you would have done in a "perfect world." Points will be deducted if the research was not conducted, but if you do not address the research you would have liked to have done, no points will be awarded for your entry in this section.


2. PLANNING

  • Identify primary and secondary audiences and list them in order of importance. 
  • State primary public relations goal with specific measurable objectives and strategies to accomplish these objectives.
  • List resources available (and limitations) of budget, time and personnel.

3. EXECUTION

  • Describe the public relations tactics for accomplishing these public relations goal and objectives. 
  • Describe any difficulties encountered in terms of budget, time and personnel and how you overcame them.

4. RESULTS

  • Describe the extent to which the public relations goal and objectives were met. (Outcomes can be measured utilizing a variety of techniques such as surveys, attendance at events, informal feedback or correspondence from customers, employees and management, news articles and letters to the editor.)

SUPPORT MATERIAL (optional)

  • Submissions may include support material that corresponds to the campaign or tactic such as: work samples, pictures, news articles, etc.  Support material should be submitted with your entry.


II. Tactics


Publications Special Events
2a. Annual Reports 4a. News Conferences
2b. Newsletters and Magazines 4b. Seminars/Receptions
2c. Brochures 4c. Fundraising Events
2d. Direct Mail, Flyers, Invitations 4d. Groundbreakings/Grand Openings
2e. Press/Media Kits 4e. Other
Publicity/Promotions Interactive Communications
3a. News Releases 5a. Web Sites
3b. Public Service Announcements 5b. Multi-Media Presentations
3c. Feature Stories 5c. Social Media
3d. Editorials/Op Ed pieces Public Affairs
3e. Videos/Audio Programs 6a. Events
3f.  Media Relations 6b. Publications/Papers
  6c. Communications
  Miscellaneous
  7a. Speeches
  7b. White papers

 

Majority of the work on the tactics must have taken place between January 2013 and June 2014. Tactics can be ongoing as of June 2014, but keep in mind that results play a role in the way the submission is scored by the judges. Please sure the results of any ongoing metrics of benchmarks and note that if you cannot share outcomes, it may result in loss of points.

Details:  Each tactic entry must include a summary of no more than two pages.  The summary should begin with a 3-5 line abstract stating problem, solution and results, followed by detailed information in each of the four categories below. 

1. RESEARCH

  • Identify the public relations problem(s)/opportunity(ies) using formal or informal research methodologies. 

NOTE: If research was not conducted because of time or budget constraints, explain this in your summary, and include the research you would have done in a "perfect world."  Points will be deducted if the research was not conducted, but if you do not address the research you would have liked to have done, no points will be awarded for your entry in this section.


2. PLANNING

  • Identify primary and secondary audiences and list them in order of importance. 
  • State primary public relations goal with specific measurable objectives and strategies to accomplish these objectives.
  • List resources available (and limitations) of budget, time and personnel.

3. EXECUTION

  • Describe the public relations tactics for accomplishing these public relations goal and objectives. 
  • Describe any difficulties encountered in terms of budget, time and personnel and how you overcame them.

4. RESULTS

  • Describe the extent to which the public relations goal and objectives were met. (Outcomes can be measured utilizing a variety of techniques such as surveys, attendance at events, informal feedback or correspondence from customers, employees and management, news articles and letters to the editor.)

SUPPORT MATERIAL (optional)

  • Submissions may include support material that corresponds to the campaign or tactic such as: work samples, pictures, news articles, etc.  Support material should be submitted with your entry.


III. PR Practitioner Special IMPACT Awards

1. Lifetime Achievement Award

To recognize a public relations professional who has led a career of outstanding contributions to clients, community and colleagues.  The Lifetime Achievement Award is merit-based and is granted at the discretion of the current PRSA Board.

The Chapter’s immediate past president is charged with reviewing nominations for adherence to designated criteria and with presenting nominees to the current board for consideration.

Requirements:

  • Nominee must be a current member in good standing with the Southern Arizona PRSA Chapter, paying both national and local dues.
  • Nominations must be put forward by at least three local PRSA members in good standing, two of which must be accredited.
  • Nominee must have 20+ years of experience working in Public Relations, preferably practicing in Southern Arizona.
  • Nominee must have actively served the local PRSA chapter in some capacity (Founding Member, past/surrent Board position, etc.).
  • Nominee should act as a mentor to other practitioners – particularly those new to the field of Public Relations.
  • Nominee should be generous in sharing their knowledge and experience to worthwhile causes in the Tucson community.
  • Nominee should be a role model in terms of adhering to a strong set of core values that promote the profession of Public Relations.
  • Nominations must not exceed two pages, include the names of all nominating parties and provide details reflecting the specific award requirements. Self-nominations are not allowed.

Submissions Deadline: Friday, August 1, 2014 by 5:00 p.m.


2. Outstanding New Practitioner Award

To recognize outstanding public relations skills and successes as demonstrated by a PRSA member with less than five years of experience in the profession. The Outstanding New Practitioner Award is merit-based and is granted at the discretion of the current PRSA Board.

The Chapter’s immediate past president is charged with reviewing nominations for adherence to designated criteria and with presenting nominees to the current board for consideration.

Requirements:

  • Nominee must be a current member, (at least 6 months membership) in good standing with the Southern Arizona Chapter, paying both national and local dues.
  • Nominee must have less than 5 years experience in public relations.
  • Nomination must be put forward by at least one local PRSA member in good standing.
  • Nominee must have demonstrated exceptional talent in performing public relations duties, representing a combination of the following principles:
      • Excellence in crisis communications.
    • Exemplary performance of PR duties under significant time or resource constraints.
    • Creative and successful demonstration of the four-step public relations process.
    • Outstanding creativity in the execution of a public relations project.
  • Nominations must not exceed two pages, include the name of the nominating party and provide details reflecting the specific award requirements. Self-nominations are not allowed.

Submissions Deadline: Friday, August 1, 2014 by 5:00 p.m.

 

3. Public Relations Professional of the Year Award

To recognize a PRSA member who exemplifies the best attributes of the profession through exemplary performance over time, or through notable contributions to a specific campaign or event.  The Public Relations Professional of the Year Award is merit-based and is granted at the discretion of the current PRSA Board.

The Chapter’s immediate past president is charged with reviewing nominations for adherence to designated criteria and with presenting nominees to the current board for consideration.

Requirements:

  • Nominee must be a current member in good standing with the Southern Arizona Chapter, paying both national and local dues.
  • Nominee must have at least 5 years experience in public relations, not necessarily in Southern Arizona.
  • Nominations must be put forward by at least two local PRSA members in good standing, one who must be Accredited in Public Relations.
  • Nominee must have clearly demonstrated a combination of the following criteria:
    • Adherence to the core values that define the public relations profession.
    • Service to the local PRSA Chapter as a board member or committee member.
    • Service to young practitioners as a mentor.
    • Creative and successful application of public relations skills in support of community or client needs.
  • Nominations must not exceed two pages, include the names of all nominating parties and provide details reflecting the specific award requirements. Self-nominations are not allowed.

Submissions Deadline: Friday, August 1, 2014 by 5:00 p.m.PRSA

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