The Capital Awards recognize tactics that may or may not have been part of a larger public relations program or campaign.
Tactics, programs and events driven entirely by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television and radio coverage can be submitted through uploaded files.
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 summary should include target audience, measurable objectives and any documented results.
Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication. The 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 summary. Additionally, include the website URL for external sites.
Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit the summary and a video of the webcast, as well as the actual site URL.
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 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.
A proactive outreach to the blogger community on behalf of a product, service or organization. The 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.
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 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.
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 summary. A photograph or video representation of the objects may be uploaded to show the objects.
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 summary should address logistics, execution and quantifiable measures that demonstrate how the press conference achieved its stated objectives.
Press Kits/Media Kits
News releases, photographs and other background information compiled for an organization, product or issue. Submit one copy of the press kit or media kit along with the summary.
Pre-produced videos distributed online to inform target audiences of an event, product, service, issue or organization. The summary should include usage statistics or other means of quantified measurement to support stated objectives.
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 uploading one or two of the representative 3 placements. The summary should include statistics or other means of quantified measurement to support stated objectives.
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 and Audio PSAs may be uploaded. For print PSAs, Single ads or a series of ads addressing the same issue may be submitted but copies of the actual print PSA must be included in the entry. The summary should include documentation of results.
Internal/Intranet Video Programs
Video programs targeted toward internal audiences such as employees, members, etc. Entrants should submit programs as a reasonable representation. The summary should include documentation of results that support stated objectives.
External Video Programs
Video programs directed primarily at external audiences. Entrants should submit 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. Submit three consecutive issues, along with a summary.
Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Submit one copy of the publication, along with the 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. Submit three consecutive issues along with the summary.
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 along with the summary.
Publications that report on an organization’s annual performance. Submit one copy of the publication, along with a summary.
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. Submit one copy of the publication along with a summary.
Submit text of speech along with a 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. Submit text of editorial matter and documentation of publication. The 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 included in the entry, along with a one-page summary. Summaries for evaluations should detail how and why this method is unique and valuable.