Tools and Techniques

TT-1. MEDIA RELATIONS — Consumer Products

Tactics, programs, and events driven entirely by media relations for a consumer product. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television coverage should be submitted on a DVD, and radio coverage on a CD. 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. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television coverage should be submitted on a DVD, and radio coverage on a CD.

  • 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. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television coverage should be submitted on a DVD, and radio coverage on a CD.

  • 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. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television coverage should be submitted on a DVD, and radio coverage on a CD.

TT-5. MEDIA RELATIONS — Nonprofit Organizations

Tactics, programs, and events driven entirely by media relations for a nonprofit organization. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television coverage should be submitted on a DVD, and radio coverage on a CD.

TT-6. MEDIA RELATIONS — Government

Tactics, programs, and events driven entirely by media relations for a government agency or public service organization. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television coverage should be submitted on a DVD, and radio coverage on a CD.

TT-7. 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.

TT-8. EDITORIALS/OP-ED COLUMNS*

Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication. The one-page summary should outline measurable objectives, audience, results and budget.

TT-9. WEBSITES

Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites. Online media rooms should be for media only.

  • 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. Submit the one-page summary and a DVD or USB flash drive of the webcast, as well as the actual site URL.

TT-11. SOCIAL MEDIA

Use of social media, including Facebook, Twitter, LinkedIn, Google+, Pinterest, etc. as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites.

  • 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. 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.

TT-13. BLOGGER CAMPAIGNS

A proactive outreach to the blogger community on behalf of a product, service, or organization. The one-page summary should include rationale for blogger outreach strategy, statistics, or other means of quantifiable measurement to support stated objectives, as well as a copy of (a) the outgoing messages and (b) the resulting blog entries either printed, or on a CD or USB flash drive.

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 one-page 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. The one-page summary should address logistics, execution, and quantifiable measures that demonstrate how the press conference achieved its stated objectives.

TT-18. PRESS KITS/MEDIA KITS

News releases, photographs, and other background information compiled for an organization, product, or issue. Submit one copy of the press kit or media kit along with the one-page summary. For Digital Press Kits/Media Kits, submit the one-page summary and the digital press kit/media kit on a CD, DVD, or USB flash drive.

TT-19. ONLINE VIDEOS

Pre-produced videos distributed online to inform target audiences of an event, product, service, issue, or organization. Entries may consist of an edited DVD, and sound bites on a single DVD or USB flash drive. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

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. Entries may consist of one or two of the representative placements on a single DVD or USB flash drive. The one-page summary should include statistics or other means of quantified measurement to support stated objectives.

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. Video and Audio PSAs may be submitted on a single CD, DVD or USB flash drive. 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. The one-page summary should include documentation of results.

TT-22. INTERNAL/INTRANET VIDEO PROGRAMS

Video programs targeted toward internal audiences such as employees, members, etc. Entrants should submit programs on a DVD or USB flash drive as a reasonable representation. The one-page summary should include documentation of results that support stated objectives.

TT-23. EXTERNAL VIDEO PROGRAMS

Video programs directed primarily at external audiences. Entrants should submit programs on a DVD or USB flash drive as a reasonable representation. The one-page summary should include documentation of results that support stated objectives.

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. For Digital Newsletters submit the one-page summary and the digital newsletters on a CD, DVD, or USB flash drive.

  • 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. Submit one copy of the publication, along with the one-page summary. For Digital Brochures, submit the one-page summary and the digital brochure on a CD, DVD, or USB flash drive.

  • 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 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. Submit one copy of the publication along with the one-page summary.

  • 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. For Digital Annual Reports submit the one-page summary and the digital annual report on a CD, DVD, or USB flash drive.

  • 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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