Capital Awards

The Capital Awards recognize tactics that may or may not have been part of a larger public relations program or campaign. Tactical entries are evaluated on quality, creativity and execution. These entries may or may not follow a four-step process or have measurable goals and objectives.

View the judging criteria for the Capital Awards (PDF)

Paid

Social Media: Paid
Use of social media, including Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat, etc. as part of a public relations program. Include screen grabs or copies of key pages in submission. Include the website URL for external sites and budget.

Sponsored Content
Paid advertising (print or online) written as editorial matter to gain support for a product, issue, program or organization. Submit text of editorial matter and documentation of publication. Online or print accepted. Include budget spent.

Earned

Media Relations: National
Tactics, programs and events driven mostly by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc. Television and radio coverage can be submitted through uploaded files.

Media Relations: Regional
Tactics, programs and events driven mostly by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc. Television and radio coverage can be submitted through uploaded files.

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.

Editorials/Op Ed Columns
Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication.

Social Media: Organic – Efforts used no paid advertising
Use of social media, including Facebook, Twitter, LinkedIn, Pinterest, Instagram, Snapchat, etc. as part of a public relations program. Include screen grabs or copies of key pages in submission. Additionally, include the website URL for external sites.

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.

Shared

External Video Programs
Video programs directed primarily at external audiences. Live videos distributed over the Internet using streaming media technology. Platforms could include, but are not limited to Facebook Live, Periscope, Instagram Live or webinar platform. Submit video of the webcast, as well as the actual site URL. Entrants should submit programs as a reasonable representation.

New Media and Digital Communications
Use of smartphone, tablet, and/or applications to include podcasts as part of a public relations program. Include copy and any images of key pages, along with brief instructions on how to download or access the application.

Influencer Marketing
A proactive outreach to online influencers (bloggers, Instagram, YouTube, etc.) on behalf of a product, service or organization. The entry should include a copy of (a) the outgoing messages and (b) the resulting online coverage. Include budget spent.

Owned

Websites
Use of a website as part of a public relations program. Include screen grabs or copies of key pages in submission. Additionally, include the website URL for external sites.

Creative Tactics
Unconventional, creative tactics or approaches used as part of a public relations program. A photograph or video representation of the objects may be uploaded to show the objects.

Internal/Intranet Video Programs
Video programs targeted toward internal audiences such as employees, members, etc. Pre-produced videos uploaded online to inform target audiences of an event, product, service, issue or organization. Entrants should submit link or video programs as a reasonable representation.

Brochures
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.

Publications
Single-issue publications designed for a special purpose including annual reports. Books and other publications not eligible for consideration in other categories should be entered here. Submit one copy of the publication.

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. Submit one copy of the publication.

Speeches
Submit text of speech. Submission should include information about the audience, purpose of speech and any documented results against the stated objectives.

Research/Evaluation
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. Summaries for evaluations should detail how and why this method is unique and valuable.