T1. Media Relations (Revised for 2024)
Materials developed to garner earned media coverage in support of a measurable objective, including media advisories, releases and/or kits, including pitch letters/emails.
T2. Events or Observations (Revised for 2024)
Event, commemoration, and/ or activity designed specifically to support measurable public relations objectives, including outreach, information sharing, public calls-to-action, and news conferences.
T3. Writing and Speeches
A feature story, speech, editorial, advertorial, op/ed, or technical piece developed specifically to support measurable public relations objectives. For published pieces, please provide an internet link or other proof of publication.
T4. Website
Use of a website, intranet site, or a section of a site (e.g., special campaign mini-site) as part of a communications or content marketing program with measurable objectives. Include screen grabs or copies of key pages to support your one-page summary. In addition, entries should list the website URL for external sites.
T5. Interactive Digital Content (social media, blogs, etc.)
Use of Facebook, Twitter, other platforms, blogs, apps, virtual reality, etc. to share your message and engage your audience. Include the research, specific strategies, and results in terms of your organization’s overall communications/marketing plans and measurable objectives.
T6. Video
Informational videos of any length which focus on educating, informing or persuading the audience for the benefit of an organization or company’s measurable objectives. May include video series.
T7. Webcasts/Podcasts
Media distributed using streaming media technology to benefit targeted or inclusive audiences for the benefit of an organization or company’s measurable objectives. May be live or recorded.
T8. Creative (graphic design, photography, animation)
Photography, logos, themes, templates, etc. that contribute to an overall effort to educate, inform or persuade an audience. Include measurable objectives and campaign results.
T9. Collateral/Single Issue Publication
Annual reports, flyers, pamphlets, calendars or other publications designed to inform a target audience in support of a measurable objective.
T10. Regularly Scheduled Publication
Digital or print magazines, newsletters or similar publications published periodically to provide timely and/or in-depth information to target audiences while supporting an organization’s overall measurable objectives. Upload or link to samples of three consecutive issues.
T11. Research/Data Analysis
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. Did data uncover hidden patterns, correlations, or other insights to help make quicker and more efficient business decisions? Measurable objectives can include survey response rates, focus group participation, etc. A sample of the methodology and findings should be included.
Best of Tactics
All entries that win a Pinnacle Award in the tactics category are automatically considered for the Best of Show Award.