Tools and Techniques

TT-1. MEDIA RELATIONS — Consumer Products

Tactics, programs, and events driven entirely by media relations for a consumer product. The Packaged Goods subcategory refers to traditional consumer products sold in packages, such as food products, pet products, household goods, toiletries, cosmetics, etc. The Non-Packaged Goods subcategory refers to consumer products, such as clothing, appliances, furniture, etc.

  • 1A. Health Care
  • 1B. Technology
  • 1C. Food & Beverage
  • 1D. Packaged Goods
  • 1E. Non-Packaged Goods
  • 1F. Other (Categories not elsewhere defined)
TT-2. MEDIA RELATIONS — Consumer Services

Tactics, programs, and events driven entirely by media relations for a consumer service. 

  • 2A. Travel and Tourism/Hospitality
  • 2B. Health Care Services
  • 2C. Technology
  • 2D. Financial Services
  • 2E. Other (Categories not elsewhere defined)
TT-3. MEDIA RELATIONS — Business-To-Business

Tactics, programs, and events driven entirely by media relations for business-to-business. 

  • 3A. Professional and/or Financial Services
  • 3B. Products
  • 3C. Other (Categories not elsewhere defined)
TT-4. MEDIA RELATIONS — Associations

Tactics, programs, and events driven entirely by media relations for an association. 

TT-5. MEDIA RELATIONS — Nonprofit Organizations

Tactics, programs, and events driven entirely by media relations for a nonprofit organization.

TT-6. MEDIA RELATIONS — Government

Tactics, programs, and events driven entirely by media relations for a government agency or public service organization.

TT-7. FEATURE STORIES*

Feature articles that have been written by a practitioner, and submitted and published through his/her efforts.

TT-8. EDITORIALS/OP-ED COLUMNS*

Opinion articles written as editorials, guest columns or letters to the editor. 

TT-9. WEBSITES

Use of a website as part of a public relations program. 

  • 9A. External
  • 9B. Internal/Intranets
  • 9C. Online Media Room
TT-10. WEBCASTS

Media files distributed over the Internet using streaming media technology. May be live or recorded. 

TT-11. SOCIAL MEDIA

Use of social media, including Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. as part of a public relations program. 

  • 11A. Consumer Products
  • 11B. Consumer Services
  • 11C. Business to Business
  • 11D. Associations/Government/Nonprofit Organizations
TT-12. BLOGS

Web-based journals, or blogs, that communicated either a corporate, public service, or industry position. 

TT-13. BLOGGER CAMPAIGNS

A proactive outreach to the blogger community on behalf of a product, service, or organization.

TT-14. SMARTPHONE/TABLET APPLICATIONS

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 one-page summary. Additionally, include brief instructions on how to download the application.

TT-15. WORD-OF-MOUTH

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.

TT-16. CREATIVE TACTICS

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. (If objects are large or bulky, a photograph or video representation should be sent.)

  • 16A. Consumer Products
  • 16B. Consumer Services
  • 16C. Business to Business
  • 16D. Associations/Government/Nonprofit Organizations
TT-17. PRESS CONFERENCES

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. 

TT-18. PRESS KITS/MEDIA KITS

News releases, photographs, and other background information compiled for an organization, product, or issue. 

TT-19. ONLINE VIDEOS

Pre-produced videos distributed online to inform target audiences of an event, product, service, issue, or organization. 

TT-20. SATELLITE MEDIA TOURS

Live broadcasts offered to and aired by television stations to inform target audiences about an event, product, service, or organization. 

TT-21. PUBLIC SERVICE ANNOUNCEMENTS

Productions of one minute or less distributed as unpaid public service announcements. Single productions or a series addressing the same issue. 

TT-22. INTERNAL/INTRANET VIDEO PROGRAMS

Video programs targeted toward internal audiences such as employees, members, etc.

TT-23. EXTERNAL VIDEO PROGRAMS

Video programs directed primarily at external audiences.

TT-24. NEWSLETTERS

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 one-page summary.

  • 24A. Print
  • 24B. Digital
TT-25. BROCHURES

Pamphlets, booklets, or other small publications designed to inform a target audience about an organization, product, service, or issue. 

  • 25A. Print
  • 25B. Digital
TT-26. MAGAZINES

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 (or links to them) along with the one-page summary.

  • 26A. Internal Audiences Primarily
  • 26B. External Audiences Primarily
TT-27. PUBLICATIONS

Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. 

  • 27A. Single Issue Newsletters/Booklets/Calendars
  • 27B. Books
TT-28. ANNUAL REPORTS

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

  • 28A. Business
  • 28B. Associations/Government/Nonprofit Organizations
TT-29. 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 one-page summary.

TT-30. SPEECHES*

Submit text of speech along with a one-page summary. Summary should include information about the audience, purpose of speech, and any documented results against the stated objectives.

TT-31. ADVERTORIALS*

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 one-page summary should include target audience, measurable objectives, and budget.

TT-32. 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, along with a one-page summary. One-page summaries for evaluations should detail how and why this method is unique and valuable.

*Entries in categories 7 – Feature Stories, 8 – Editorials/Op-Ed Columns, 30 – Speeches and 31 – Advertorials must be written in their entirety or substantively by the entrant, and not merely “pitched.”

Best of Tools and Techniques

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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