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.
Use of a website as part of a public relations program.
- 9A. External
- 9B. Internal/Intranets
- 9C. Online Media Room
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
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.
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.
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
Pamphlets, booklets, or other small publications designed to inform a target audience about an organization, product, service, or issue.
- 25A. Print
- 25B. Digital
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
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.
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.
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.