copper anvil award categories
Campaigns
A Campaign Is Characterized By A Broad Range Of Separate, Although Consistent And Related Elements Implemented Over Time. A Campaign Can Include Several Elements Listed In Tactics (Single Item), As Well As Other Collateral Materials.
C1. Community Relations - Programs that improve or maintain an organization’s relationship or image within the community in which it operates. Community refers to a specific geographic location.
C2. Corporate Social Responsibility - Programs that demonstrate consistency and agreement among an organization’s values, vision, practices and performance to a wide range of stakeholders.
C3. Crisis Communications - Programs that deal specifically with crisis situations, disasters or emergencies.
C4. Financial/Investor Relations - Programs that tell an organization’s financial story and maintain favorable relations with its stockholders, financial analysts, the local business community and/or the general public.
C5. Integrated Communications - Programs that employ effective integration across all communication efforts, including public relations, digital communications and/or marketing communications.
C6. Internal Communications - Programs that enhance an organization’s relationship with its internal publics, such as employees, donors, volunteers, and consumers.
C7. External Communications - Programs that create awareness or influence behavior among external publics such as customers, stakeholders and general consumers.
C8. Digital/Social Media - Programs that utilize digital/social media as the primary source of outreach to generate awareness or influence behavior.
C9. Multicultural Communications - Any type of program targeted to specific audiences (such as women, minorities, youth, etc.).
C10. Public Affairs - Programs to create public awareness of an issue or to affect legislation, government regulations or political action.
C11. Reputation/Brand Management - Programs that uphold, transform or introduce an organization’s image and profile to key constituencies.
C12. Special Events or Observances - An event or series of events that draw attention to a product, service or commemorative occasion, including press conferences.
C13. Content Marketing - Programs that effectively demonstrate a strategic program that includes creating and distributing valuable content to attract, acquire and engage target audience(s).
C14. Global Communications - Includes any type of program, such as Reputation/Brand Management, Marketing or Events and Observances, that demonstrates effective global communications implemented in more than one country.
C15. Influencer Marketing - Campaign that focused on using paid spokespeople and key leaders to increase awareness and drive the brand's message to the larger market.
C16. Most Effective Campaign on a Shoestring Budget ($5,000 or Less) - Successful campaign despite constraints of a small budget. This does not include staff time and overhead.
C17. Most Effective Environmental, Social and Governance (ESG) Campaign - Program that enhances an organization’s reputation and demonstrates a business approach to initiatives that positively impact society. Campaigns to highlight the positive impact that they have had delivering environmental and social benefits to stakeholders.
C18. Most Effective Diversity, Equity and Inclusion (DEI) Campaign - Efforts devoted to promoting inclusivity and/or dismantling discrimination for racial, ethnic, religious or sexual orientation and gender differences.
C19. Student Project - A C1-C18 category campaign created by a student or a group of students that demonstrates a broad range of separate, although consistent and related elements to be implemented over time.
Tactics
Tactics Are Characterized As Individual Items Or Components That Contribute To The Success Of An Overall Program Or Campaign. Whether A Media Kit, Annual Report, Newsletter, PSA, Or Speech, Tactics Are Vital Parts Of Any Public Relations Program. These Entries Must Adhere To The Same Requirements As Campaign Submissions.
PAID:
T1. Paid Promotions - Use of sponsorships, paid placements, or other marketing communications tactics that complement a broader public relations strategy or approach and generate exceptional ROI. These efforts should be targeted and strategic, and ultimately demonstrate a distinct purpose that aligns with the goals of an overview campaign or specific desired outcome.
EARNED:
T2. Media Relations - Tactics, programs and events driven entirely by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, broadcast segments etc., along with the two-page summary that includes measurable objectives and results, including media impact. Upload or provide YouTube/Vimeo links to any television or radio coverage. This can include media relations tactics for Associations/Nonprofit Organizations, Government, Business-To-Business, Business-To-Consumer and Academic Institutions.
T3. 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. The one-page summary should include target audience, measurable objectives and any documented results. Articles must be written in their entirety or substantively by the entrant, and not merely “pitched.”
T4. Executive Communications - Positioning of an executive at any level across earned, owned, and share platforms. The one-page summary should include information about the executive and stated objectives, quantification of results as well as copies of significant placements, social media, posts or memos.
SHARED:
T5. Social Media - How did you use social media to tell a story or connect with an audience? Share screenshots or links to your work and provide detailed results focusing on engagement and conversions, where applicable.
T6. Influencer Marketing - Tactic that focuses on using paid spokespeople and key leaders to increase awareness and drive your brand's message to the larger market. Include details of achievements/benchmarks on how the spokesperson met/exceeded campaign goals.
OWNED:
T7. Digital Platform - Did you launch or substantially enhance a digital platform? How was it launched and how much risk was involved in your marketing plan? What value did the end user receive and how did it specifically match goals? Include metrics and benchmarks. This entry can be completed by a vendor or the customer.
T8. Data Insights - The use of data or research in a program to inform a communications strategy and/or message development. Demonstrate how the insights were acquired and applied.
T9. Websites - Use of a website as part of a communications or content marketing program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites and how the site met or exceeded your communications benchmarks.
T10. Non-Traditional Tactics - Innovative, 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 one-page summary. (Photographic and/or video representation of any physical objects should be uploaded to be fully considered in this category.)
T11. Annual Reports - Publications that report on an organization’s annual performance. Upload a sample of one copy of the publication, along with a one-page summary.
T12. Blogs/Vlogs - Web-based journals, or blogs, that communicated to a target audience. 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.
T13. Newsletters - Publications – digital or print – designed, written and published/distributed periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Upload samples of three consecutive issues, along with a one-page summary including goals and results.
T14. Single-Issue Publications - Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Upload a sample of one copy of the publication along with the one-page summary including goals and results.
T15. Magazines - Publications designed to provide in-depth information about an organization or topic on a regular basis (Print, digital only and both will be considered). Magazines typically differentiate from newsletters by the number of pages and length of articles. Upload samples of three consecutive issues along with the one-page summary including goals and results.
T16. Video - Produced videos to inform target audiences of an event, brand, product, service, issue or organization. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.
T17. Branded Content - Use of content generation to promote a particular brand which funds the content's production. Upload samples along with the one-page summary including goals and results.
T18. Podcast - How did you tell your story – was the purpose to teach or share? Was it intended for internal or external audiences and was there engagement on multiple platforms? Provide goals, results and listener feedback
Organization
The organization categories are broken up by individuals and teams.
O1. Agency of the Year – Open for any agency with at least one PRSA Phoenix member. This award will showcase accomplishments from the previous year.
O2. Communications Team of the Year – This award will celebrate one team’s (non-agency) accomplishments during the designated award time frame of the previous year.
O3. Up and Comer Award – This award will celebrate a new Pro with 1-5 years in the PR and communications industry. This entry must be accompanied by a letter of recommendation.
O4. Phoenix Freelancer of the Year - Open for any PRSA Phoenix member who is a public relations practitioner via freelance or contract work. This award will showcase accomplishments for the previous year.
O5. Diversity Driver Award - The Diversity Award honors leaders in our field who demonstrate a commitment to excellence in equity and inclusion with clients, campaigns, or organizations for which they represent. This award will be judged by a panel of volunteer PRSA Phoenix judges and presented to a campaign, agency, organization, or public relations practitioner who drives PRSA Phoenix’s mission of diversity forward.
Special Awards
Judge’s Award - The Judges’ Award is the highest honor given by PRSA Phoenix. All award entries – campaigns and tactics – automatically qualify for the Judges’ Award. The award will be presented to the campaign or tactic that the reciprocating judging chapter feels best defines public relations excellence.
