To put together the most effective entry, be sure to follow these instructions. Remember, the judges are from out-of-state and need background information in order to effectively evaluate your entry.

Categories

Choose the most appropriate category. A complete program or campaign may be entered in any of the Public Relations Programs categories. Individual components may also be entered in the Tools and Techniques categories.

The judges will have the ability to reclassify an entry if they deem it appropriate. Pinnacle Awards Committee members will contact you before the awards ceremony to notify you of any category changes.

Public Relations Programs Entries

• Compile two complete entries. (One will be sent out of state for judging and will not be returned to you).
• Each entry should be placed in a three-ring binder. Don’t “decorate” the binder with fancy artwork. Do place a label or plain page on the front noting the entry’s category, title of work and the name of your organization.
• Include one copy of your entry form inside each notebook’s front pocket.
• Include one copy of your entry summary in each binder.
• Place your entry summary inside your binder at the front. It’s best if you divide the entry with four tabs corresponding to the four judging criteria elements:

1. Research
2. Planning
3. Implementation
4. Evaluation

Each tabbed section should contain the detailed materials that back-up your summary (e.g., copies of surveys, communication plans, evaluation materials, etc.). You may include introductory statements to each section.

• Keep your entry binders under 50 pages. You should be able to highlight your program in that amount of space. The judges really won’t have time to look at more than that.
• If you have supporting materials such as CDs, DVDs, videotapes or publications, make sure you label them so they can be easily identified should they get separated from the entry binder.
• Advertising material will be accepted if the entrant can demonstrate the advertising supplemented the public relations program and the advertising costs accounted for no more than one-third of the total budget.
• Please make sure all digital files are clearly labeled and use common software.

Tools and Techniques Entries

For best results, follow these recommendations:

• Place two copies of your entry in a large envelope.
• Include two copies of your entry form.
• Include two copies of your entry summary.
• Include two copies copy of the entry.
• In the upper left-hand corner of the envelope, write:

1. Name of category
2. Name of entry
3. Name of organization

Tips

Judges’ pet peeves:

• 1-foot thick notebooks
• Shiny plastic protectors that reflect the fluorescent lights
• Items not secured in binders/envelopes

Make sure everything is labeled so it doesn’t get lost. Items sometimes get separated. If supporting materials can’t be located, they can’t be considered.

Know the difference between goals and objectives:

• Your goal is how you are going to achieve your objective. For example: Our objective is to educate the community. Our goal is to have 100 people attend a training seminar.

Research and evaluation may not be formal, but don’t say things like:

• “Don’t ask me, I’m just the graphic artist.”
• “It’s not in the budget.”
• “Research was not needed.”
• “It’s hard to evaluate.”
• “It’s too early to evaluate the program.”

Be sure to include budget information. There is no such thing as “no budget.”

• What was the cost of producing the program or tool?
• If the cost was minimal, explain why.
• Staff time and resources can be included.
• Did you seek out partnerships to reduce costs?

Entries can include “gift bags” and all that jazz . . . you just need to package it well and remember that one set will not be returned to you. Think like a judge and how you’d want things presented to you if no one was available to explain it.

If you have any questions, please contact Jennifer McDonnell, Pinnacle Awards Co-Chair, at 702-616-4840 or jennifer.mcdonnell@chw.edu.