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Judging criteria is divided into three categories:
- Public Relations Programs
- Tools and Techniques
- Individual Awards
The majority of the program or tool used must have been carried out between January 1, 2009, and July 31, 2010. The individual awards should apply to the current calendar year.
Judging Criteria for Public Relations Programs
- Accredited PRSA members from another region will judge all entries.
- The entry summary is perhaps the single most important component of a Pinnacle Awards entry in the Public Relations Programs category. It allows the judges to evaluate the program on the merits of four criteria:
- Research
- Planning
- Implementation, and
- Evaluation.
Include a one- to two-page summary with each entry that includes the following information:
Research
- Analyze the situation on which the program is based.
- Who initiated the research?
- Was it in response to a problem or to examine a potential problem?
- What type of formal and/or information research methods were used?
- Did research help redefine the situation in any way?
- How did the research shape the planning process?
- Note: If submitting a Quick Turnaround entry, this element is not required.
Planning
- How did the plans correlate to the research findings?
- Who was involved in the planning?
- What was the plan, and what were the specific objectives of the program?
- Who were the target audiences?
- What was the overall strategy employed?
- What materials were used?
- What was your budget and what staff resources did you have?
Implementation
- How were the plans executed?
- Describe the activities, strategies and techniques.
- Were any difficulties encountered, and, if so, how were they handled?
- Were other organizations involved?
- Include the program’s geographic scope and time frame.
Evaluation
- What methods of evaluation were used?
- How were results related to research findings and to strategic objectives? (Note that media circulation figures are not acceptable quantitative measures.)
- How well did your program achieve its objectives?
Judging Criteria for Tools and Techniques
An entry summary is required to help judges evaluate the effectiveness of your entry. Include a one- to two-page summary with each entry that includes the following information:
Statement of Objectives
- What were the specific objectives of this entry?
Audience
- Who were the target audiences, and why?
Budget
- What was your budget?
- What were your staff resources?
- Were there any budget constraints?
Results
- How well did the entry achieve its objectives?
- What evidence do you have that objectives were reached?
Judging Criteria for Individual Awards
Newcomer of the Year
- A public relations professional who has been in full-time practice for less than five years (began full-time practice in January 2006 or later), excluding internships and part-time employment while working on a degree.
- Demonstrates emerging leadership and outstanding achievements in public relations.
- Demonstrates a good grasp of public relations strategy and tactics.
- Makes specific contributions to the community, the public relations profession or his/her employer/clients.
- Displays traits and qualities that distinguish the nominee and his/her accomplishments, such as business savvy or creativity.
PR Practitioner of the Year
- Demonstrates exceptional account/company leadership and outstanding achievement in public relations.
- Demonstrates knowledge of public relations strategy and public relations tactics, including budgets.
- Makes specific contributions to the community, the public relations profession and his/her employer/clients.
- Displays traits and qualities that distinguish the nominee and his/her accomplishments, such as business savvy or creativity.
Roger Buehrer Lifetime Achievement Award
- Exemplifies PRSA’s professional ideals
- Has contributed greatly to the practice of public relations in the community
- This individual has an impressive working knowledge of the profession
- Provided valuable service to both the national PRSA organization and to the Las Vegas chapter
- Has had a profound effect on the practice of public relations in the geographic area in which he or she practices
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