Judging is always conducted by experienced public relations professionals outside of the Las Vegas market. Each entry receives three scores. The entry’s final score will be an average of the two highest scores.
Each entry is judged on its own merit. Judging is handled using a criteria system where truly exceptional work is worthy of a Pinnacle, outstanding work receives an Award of Excellence, and meritorious work receives an Award of Merit. Point thresholds are as follows:
- 85-100 points = Pinnacle
- 75-84 Points = Award of Excellence
- 65-74 = Award of Merit
There may be multiple winners at each level or no winners at all. Entries are only judged against each other in the event of a tie for either of the Best of Show awards.
PRESENTATION AND INTRODUCTION (UP TO 10 PTS)
A brief description of the organization, description of the program or project, why the program or project fits into the entry category, when the program or project was undertaken, entrant’s role in the program or project, the purpose of the program or project and how it benefited or is benefiting the organization.
Entries will demonstrate adherence to Entry Criteria and will be produced professionally.
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 implementation plan including budget, timeline, goal(s), strategy(ies), target audience, SMART (specific, measurable, achievable, realistic, timely) objectives, etc.
IMPLEMENTATION (UP TO 20 PTS)
The various elements of the program or project, techniques used, tactics undertaken, creativity, implementation of the plan and 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 SMART objectives through quantifiable measurement methods.
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.
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.
After judging concludes in October, the Pinnacle Awards Committee will send email notification to Pinnacle Awards entrants if their entry received an award (either a Pinnacle Award, Award of Excellence, or Award of Merit).
The notification will be sent only to the person submitting the entry. You’ll have to come to the event to get the news as to which award(s) your entry(ies) received.
A list of winning organizations will also be posted on this website in the Winners section following the Awards Ceremony.