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Elements Categories | Programs Categories

Elements

Category Title Category Description
1. Special Purpose Publications Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Submit one copy of the publication.
2. Multimedia Video programs should be produced to inform and/or promote and should be intended for specific target audiences other than the media. Submit no more than 10 minutes of such programs as a reasonable representation. Video PSAs should be one minute or less. Audio programs should be produced to inform and/or promote and should be intended for specific target audiences other than the media. Submit no more than 10 minutes of such programs as a reasonable representation. Upload a version of the video (less than 50 MB) as a supporting material. Or, add submit a link to the video on YouTube or Vimeo. The summary should include documentation of results.
3. Annual Reports Publications that report on an organization’s annual performance. Submit one copy of the publication.
4. Influencer Outreach Efforts directed at reaching brand influencers (traditional/social media influencers, bloggers and/or celebrities) to showcase an organization, product or campaign launch and encourage them to share with their networks. Outreach may include, but is not limited to, a creative mailer, a news release, relevant background information, product and a unique call to- action. Submit at least one photo of the influencer kit as a supporting material.
5. Newsletters Publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. This can include print, online and email newsletters.
6. Media Relations a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Efforts directed at generating news, feature and editorial coverage on a specific topic with identified key messages. Includes media tours and press conferences targeting any type of editorial medium.
7. Feature, Speech and Public Relations Writing Pieces written, published or broadcast with the intent of promoting a product or service, or educating a target audience. Speech writing will include the development and scripting of a document for use in presentation format. Submit text of feature article, speech, or strategic writing piece as well as documentation of publication.
8. Digital Execution This category represents innovative work performed on websites, microsites and other digital executions. Include the Web URL and provide any necessary passwords to access the site. Entries should describe results or metrics.
9. Brand Research and Insights Research focused on successfully assisting with the creation, development and ongoing management of brands and insights pertaining to yielding new information, strategies, and brand communication techniques directed at changing the mindset of the consumer.
10. Social Content Series a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Content series designed to engage audiences through social media channels. Entries with online components should include the site’s complete Web URL. Entries should indicate results/metrics.
11. Social Media Promotion a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Entries should include effective methods of social media used to effectively promote a brand. Examples can include promotional techniques on Facebook, Twitter, Instagram, LinkedIn, blogs, YouTube, Vimeo, and other social media platforms.
12. Creative PR Tactics Unconventional, creative tactics used as part of a public relations campaign. The summary should include documentation of how the tactic contributed to the results of the campaign. This entry should include program elements that have not been submitted in other Classics Elements categories.

 

Programs

Category Title Category Description
13. Community Relations a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Programs that seek to win support or cooperation of—or that aim to improve relations with—people or organizations in communities in which the sponsoring organization has an interest, need or opportunity.
14. Institutional Programs a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Programs affecting an organization’s stature, reputation or relations with its audiences.
15. Special Events/Observances (Less Than Seven Days) a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Programs, activities or events scheduled for one to seven days (not including planning and preparation). Events may be commemorations, observances, openings, celebrations or other special activities.
16. Special Events/Observances (More Than Seven Days) Programs, activities or events scheduled for eight days or longer, such as a yearlong anniversary. Events may be commemorations, observances, openings, celebrations or other special activities.
17. Public Services Programs that advance public understanding of a social issue, problem or concern, or that promote public good. The sponsoring organization’s principal motivation must be altruistic or philanthropic.

(Programs in which the principal motivation is to position an organization or advance an organization’s objective should be entered in Category 14.)
18. Marketing Services a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Programs designed to introduce new or promote existing services. A company that derives half or more of its revenues by providing services, such as banks, utilities, retailers and transportation companies should enter under “Services.”
19. Marketing Products a) Agency/Organization with > 25 employees
b) Agency/Organization with < 25 employees
*Size refers to individual or organization submitting entry, not the company represented

Programs designed to introduce new or promote existing products. A company that derives half or more of its revenues by manufacturing products should enter under “Products.”
20. Crisis/Issues Management Communications programs implemented to mitigate brand reputation risk leveraging traditional and/or social media. Category may also include programs designed to monitor, mitigate and manage issues with the potential to adversely affect an organization.

Crisis/Issues submitted into this category should be a one-time event. Other significant company/brand changes (that occur over time) should be entered in Category 21.

Note: Because of the sensitive nature of these issues, entrants can mark some portions of their entry as strictly confidential (please ensure confidential portions are clearly marked).
21. Reputation/Brand Management Programs designed to enhance, promote or improve the reputation of an organization with its publics, either proactively or in response to an issue, event or market occurrence.

One-time crisis/issues should be submitted under "Crisis/Issues Management."
22. Internal Communications Programs directed to internal audiences, such as employees, members, affiliated dealers or franchisees.
23. Investor Relations​ Programs directed to shareowners, other investors or the investment community.
24. International/Multicultural Public Relations Any type of program (i.e. institutional, marketing, community relations) specifically targeted to a cultural group.
25. Integrated Programs a) Consumer Products
b) Consumer Services
c) Technology
d) B2B Products
e) B2B Services
f) Health Care
g) Government/Nonprofit

A program that exemplifies creative and effective integration of traditional public relations tactics with at least one other marketing communications tool, such as advertising, social media, direct marketing, sales promotion or design. Evidence should be provided of integration of strategies, budget and evaluation.