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Elements Categories | Programs Categories
|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. Influencer Engagement to Expand Awareness||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.|
|4. 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.|
|5. Media Relations||
a) Budget greater than $20,000
b) Budget less than $20,000
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.
|6. 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.|
|7. 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.|
|8. 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.|
9. Social Media Promotion
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.
|10. Creative PR Tactics||
Companies with less than 10 employees may submit
Companies with more than 10 employees may submit
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.
|11. Content Marketing||
Elements that effectively demostrate creating and distributing valuable content to attract, acquire, and engage target audience(s). Include examples and metrics.
|12. Social Content Series||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.|
|Category Title||Category Description|
|13. Community Relations||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. Virtual Events||
Budget greater than $5,000
Budget less than $5,000
Programs, activities or events held virtually. Events may be commemorations, observances, openings, celebrations or other special activities.
|15. 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.)
|16. Marketing Products||
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.”
|17. Reputation/Brand Management and Institutional Programs||
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."
|18. Internal Communications||Programs directed to internal audiences, such as employees, members, affiliated dealers or franchisees.|
|19. Diversity, Equity & Inclusion||Any type of program (i.e. institutional, marketing, community relations) that seeks to ensure fair treatment, equality of opportunity and fairness in access to information and resources for all. The program also seeks to demonstrate a culture of belonging by actively inviting the contribution and participation of all people. The program can be external and/or internal communications.|
|20. Integrated Programs||
a) Consumer Products & Services
b) Technology, Science & Innovation
c) B2B Products
d) Health Care
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.