Summit Awards

Each entry will be reviewed and scored by at least two judges from another PRSA chapter. If judging scores vary by more than 12 points, a third judge will be brought in, and the lowest score will be dropped. The research and evaluation portions of the entries are judged first. Entrants are encouraged to describe the research and evaluation phases as fully as possible to earn the score their work deserves.

Each entry is judged on its own merits. You’re competing only against yourself, except in the top award categories. There can be multiple awards and multiple Certificates of Excellence awarded in each category - or none.

Entries in both the Program Category and Component Category are scored on a point system with a maximum of 100 points as outlined below. see the judging point breakdown for programs/components listed below.

Program Category entries are judged based on research, planning, execution and evaluation, as presented in the PRSA universal accreditation program.

Points are awarded as follows:

• 20 points for research
• 30 points for planning
• 20 points for implementation
• 30 points for evaluation

Component Category entries are judged based on research, planning, implementation, and evaluation. Public Relations Components are individual program tactics that will be judged primarily on effectiveness in supporting a program goal or communicating a program message.

Points are awarded as follows:

• 25 points for research/planning
• 50 points for implementation
• 25 points for evaluation

Be sure to carefully select the most appropriate category for your entry. Keep in mind:

• A public relations program may be entered into one program category and one component category only and each must have distinct summaries.
  
  
• The number of entrants per category does not affect judging. Each entry is judged on its own merits.
  
  
• If judges feel an entry is submitted in the wrong category, they may move your entry into the proper category with no penalties.
  
  
• If your entry does not meet the timeline requirements (listed under eligibility) it will be disqualified, and refunds will not be given. If you have questions, please contact the Awards Committee first.

The following items are required for a complete award submission:

• Entry form (online)
  
  
• Entry fee (online)
  
  
• Two-page summary
  
  
• Supporting materials (i.e., plans, research, audits, photos, graphics, spreadsheets, news releases, budget, etc.)
  
  
• Submitted on time (no late submissions will be accepted, and no extension will be granted)

• Summaries may be no longer than two typed pages in no smaller than 10-point type.
  
  
• You will be automatically disqualified, and your entry fee forfeited, for any summary of more than two pages or type smaller than 10 points.
  
  
• Summaries should address research, planning, implementation, and evaluation.
  
  
• The two-page summary is one of the most important elements to aid the judges in evaluating the merits of your work.

• Community Relations: Before the Storm Strikes: Hawaii Hurricane Preparedness Campaign (Allstate Insurance)
  
  
• Community Relations: "Say Hello to Your New Roommate" (Chelan County Public Utility District)
  
  
• External Publications: PR Failure Newsletter (Fearey)
• Internal Communications: Get in the game! Employee survey participation drive (Washington State Employment Security Department)
  
  
• Public Service: Be Well WA Brand Launch (C+C and the Washington State Department of Health)
• Public Service: Use Food Well Campaign (PRR and the Washington State Department of Ecology)
  
  
• Special Events and Observances: Great American Eclipse Flight (Alaska Airlines)
  
  
• Special Events and Observances: Grand Opening (Museum of Illusions Seattle)
  
  
• Websites: Seattle Metropolitan Chamber of Commerce + Alford Creative

Each entry must include an entry summary of no more than two typed pages, at 10-point type or larger and supporting materials. (Entries with summaries longer than two pages or type font smaller than 10-point will be disqualified.) Be sure to include these elements:

• Research/Planning— include details on the situation and research
• Implementation/Execution— include information about the budget, challenges/solutions, evidence of strong project management and quality of piece
• Evaluation/Effectiveness— whether objective was met, use of resources, quantifiable results
  
  

Writing

An original single article, speech or series:

• Scripts
• Editorials/Op-Ed Columns
• Technical Writing
• Speech Writing (submit final in author’s name)
• Feature Writing
• Other
  
  

Internal Publications

For periodicals, submit three consecutive issues (includes printed or electronic versions):

•  Magazines
• Newsletters
• Handbooks/Manuals
• Other
  
  

External Publications

For periodicals, submit three consecutive issues (includes printed or electronic versions):

• Magazines
• Newsletters
• Other
  
  

Special Publications

One-time components published for a special audience, event or purpose (includes printed or electronic versions):

a. Brochures
b. Direct Mail
c. Advertising
d. Posters
e. Books
f. Other

Visual Presentations

a. Videos
b. Audio/Visual Presentations (PowerPoint, Webisodes, etc.)
c. Photography
d. Graphic Illustration
e. Other

Digital Media

a. Websites
b. Social Media
c. Mobile Technology/Apps
d. Other

Media Relations

a. News Releases
b. Pitches
c. Bylined Articles
d. Media Kits
e. Public Service Announcements
f. Other

• Diversity, Equity and Inclusion Communications - Any public relations component with a key focus on diversity, equity and inclusion.
• Annual Reports - For external or internal audiences reporting on the previous year’s activities.
• Communications Audits
• Communications Plans
  
  

Each entry must include an entry summary of no more than two typed pages, at 10-point type or larger and supporting materials. (Entries with summaries longer than two pages or font smaller than 10-point will be disqualified.) Be sure to include these elements:

• Research/Planning—situation and research
• Implementation/Execution—budget, challenges/solutions, evidence of strong project management and quality of piece
• Evaluation/Effectiveness—whether objective was met, use of resources, quantifiable results
  
  

Community Relations

To enhance relationships, improve cooperation, and advance an objective in a community. “Community” in this category refers to a specific geographic location or locations. Campaigns designed to promote products should be entered into the Marketing Communications category.

Institutional Programs

To affect an organization’s stature, reputation or relationship(s) with its public or key elements of its public.

Special Events and Observances

To observe/promote commemorations, openings, national or local observances, celebrations, and other events.

Public Service

To advance public understanding of a social issue, problem, or concern where the principal motivation of the sponsoring organization is altruistic or philanthropic. (Includes PSAs if they are the essence of the program. Standalone PSAs can be entered in Media Relations Components.)

Public Affairs

To influence public policy and/or affect legislation, regulations, political activities, or candidacies at the local, state, or federal government level, so that it benefits the entity funding the program.

Marketing Communications

To publicize or promote new or established products.

Global Public Relations

Any type of program designed to improve relations with countries or the public outside of the United States.

Crisis Communications

To deal with or prepare for disasters, crises, or emergencies.

Internal Communications

To promote internal efficiency through communications or to affect relations with employees.

Investor Relations

To improve relations with shareholders, advisors, and financial investors.

Diversity, Equity and Inclusion Communications

Any public relations program (i.e. institutional, marketing or community relations) with a key focus on diversity, equity and inclusion.

Reputation/Brand Management

To manage and improve relationships with the brand and its public.

Pro Bono Project

Public relations program or campaign developed and executed at no charge on behalf of a cause or charity, including a one-time special event.

BEST OF SHOW AWARD
The Best of Show winner, chosen by the PRSA chapter judging the awards, is drawn from a field of top entries submitted in the Public Relations Programs categories. The Best of Show winner exemplifies the best in public relations programs and is an example for the profession.

YOUNG PROFESSIONAL AWARD
The Young Professional Award, selected by the PRSA chapter judging the awards, is given to a professional with three or fewer years of experience whose performance has taken him or her to the highest level of professionalism on an entry submitted in the Public Relations Programs categories. Applicants for this award must be PRSA Puget Sound Chapter members in good standing. Contact [email protected] to verify membership status if needed.

How to qualify:
a. Must be a young professional (three or fewer years of experience)
b. Must have been the lead person on the project submitted
c. Note your young professional eligibility on your entry form

PRESIDENT’S CHOICE AWARD
The President’s Choice Award will be selected from a field of award-winning finalists by a panel of the current and/or past presidents of the PRSA Puget Sound Chapter. It will honor one of the award entries that excelled despite difficult circumstances.

How to qualify:
a. Include an explanation as to why you are eligible in 50 words or less
b. Submit the explanation along with your entry
c. Note your application on your entry form