T1. News Release/Press Kit

Press releases/kits, media advisories, pitch letters, requests for coverage, etc. Include measurable objectives and results. 

T2. Media Event

News conference or other activity designed specifically to attract earned media attention for the purposes of outreach, information sharing, public calls-to-action, etc.

T3. Writing and Speeches

A feature story, speech, editorial, advertorial, op/ed, or technical piece. For published pieces, please provide  proof of publication.

T4. Website – Internet

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. 

T5. Website – Intranet

A website designed for internal stakeholders of a particular agency to educate and inform those stakeholders.

T6. Website – Page or Section

A page or section of a website, such as an online application or newsroom, designed to enhance a specific program, goal or objective.

T7. Blog

Web-based journals, or blogs, that communicate to a target audience. Include rationale for blogging strategy, target audiences and statistics, or other means of quantifiable measurement to support stated objectives. 

T8. Social Media

Did you take social storytelling to another level? How did you use Facebook, Instagram, YouTube and/or other platforms to share your message and engage your audience? How did it enhance your overall marketing plan? Did it lead to increased activity and viral reach?

T9. Mobile App

Use of mobile applications as part of a public relations program. Include brief instructions on how to download the application. 

T10. Other Digital Platform

Use of a game, virtual reality or similar technology to share your message. 

T11. Video – Short Form

Video message which benefits targeted or inclusive publics. Public Service Announcements and other videos less than two minutes are applicable to this category.

T12. Video – Long Form

Informational videos which focus on educating, informing or persuading the audience for the benefit of the organization or company. May include video series.

T13. Podcast/Webcast

Media distributed using streaming media technology to benefit targeted or inclusive audiences. May be live or recorded.

T14. Photography

Photography should be part of an effort to educate, inform or persuade the audience for the benefit of the organization or company.

T15. Graphic Design

Logos, themes, templates, etc. that contribute to an overall effort to educate, inform or persuade an audience. Include results of the campaign.

T16. Collateral/Single Issue Publication

Flyers, pamphlets, tri-folds, calendars or other small publications designed to inform a target audience.

T17. Annual Report

Publications that report on an organization’s annual performance. Upload a sample of one copy of the publication, along with a one-page summary. 

T18. Newsletter

Digital or print publications periodically published to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Upload samples of three consecutive issues. 

T19. Magazine

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.  Upload samples of three consecutive issues. 

T20. Sponsorship

Sponsorships represent the alignment of shared values and goals, and can be profitable marketing opportunities for building harmonious partnerships. Show how the investment leveraged the sponsor’s overall goals.  

T21. Word-of-Mouth

Tactics that get key audiences talking or provide an avenue for conversation using different techniques, such as guerilla marketing, sampling programs, loyalty programs, etc.

T22. Research/Data Analysis

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. Did data uncover hidden patterns, correlations or other insights to help make quicker and more efficient business decisions?Sample of the methodology and findings should be included.

Best of Tactics

All entries that win a Pinnacle Award in the Tools and Techniques category are automatically considered for the Best of Tools and Techniques award.

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