Each entry will be initially evaluated by two experienced public relations professionals from outside of the Southern Nevada/Southern Utah market with a preference to have at least one accredited member judge each entry category. The entry’s final score will be an average of the two scores. Award score thresholds are as follows:
- 85-100 points = Pinnacle
- 75-84 Points = Award of Excellence
- 65-74 = Award of Merit
If there is a 15-point (or more) discrepancy between the initial two scores, the entry will be judged by a PRSA-LVVC Board member or past chapter president who does not have a conflict of interest with the entry (e.g., employer, current or past client, or personal relationship). In these cases, the final score will be an average of the two closest scores.
- For example, an entry receives scores of 87 and 70 from the initial round of judging. A PRSA-LVVC Board member served as a third judge and scored the entry as earning 75 points. Since the third judge’s core is closer to the lower of the two initial scores (i.e., 70), the final score is the average of 70 and 75, which comes to 72.5 and the entry will receive an Award of Merit.
There may be multiple winners at each level or no winners at all. Entries are only judged against each other (by members of the initial judging pool) in the event of a tie for either of the Best of Show awards.
Judging Criteria
Entries will demonstrate adherence to entry criteria and will be produced professionally.
PRESENTATION AND INTRODUCTION (UP TO 10 PTS)
A brief description of the:
- Organization (e.g., corporation, client, non-profit)
- Purpose of the campaign or tactic
- Campaign or tactic and why it fits into the entry category
- Timeframe when the program or project was undertaken
- Entrant’s role in the program or project
- Benefits to the organization
RESEARCH (UP TO 20 PTS)
The primary and/or secondary research used to identify problems or opportunities addressed by the entry. Include the planning and execution of the research conducted.
PLANNING (UP TO 30 PTS)
The planning section should include a brief explanation of the campaign or tactic’s:
- Goals
- Target audience(s)
- Measurable objective(s)
- Strategy(ies)
- Tactic(s)
- Budget
- Timeline
IMPLEMENTATION (UP TO 20 PTS)
The implementation section explains how the various elements of the campaign or tactic were produced, including techniques and creative development. It should also address any challenges or difficulties encountered. Participating or cooperating agencies should be identified along with their roles.
EVALUATION/RESULTS (UP TO 20 PTS)
Demonstrate how the program met or exceeded its measurable objectives through quantifiable measurement methods. For example:
Objective: To increase scholarship applications from Southern Nevada high school students by 10% by the end of the academic year.
Results: By the end of the academic year, the organization received 150 applications from Southern Nevada high school students, a 15% increase over the prior year.
Note: It’s okay if the campaign or tactic did not meet its original measurable objective. Explain what progress was made, what you learned, how you’ll do things differently in the future, etc.
Best of Show
The highest average scoring entries in the Campaigns and Tactics categories will receive the additional recognition of being named Best in Show.
Individual Awards
Judges will form a decision by consensus after scoring. An award does not have to be given in any category if the judges feel no suitable nominee was submitted.
Winner Notification
After judging concludes, the Pinnacle Awards Committee will send an email notification to person who submitted the entry indicating whether their entry(ies) received an award (either a Pinnacle Award, Award of Excellence, or Award of Merit). Entrants will be notified of which award their entries earned at the event.
A list of winning organizations will also be posted on this website in the Winners section following the awards ceremony.