By Robert V. Krueger, Senior Director, Public Relations & Social Media at the Urban Land Institute
Every week public relations agencies, non-profits, government agencies, and private in-house communications teams research, design, and execute a variety of campaigns that help their clients achieve certain goals. But, many outstanding campaigns never receive their due recognition.
For years, public relations practitioners have entered their campaigns into industry competitions. In addition, it can be seen as a badge of honor for organizations and individuals to attach a communications award to their portfolio. But, submitting entries for a Public Relations Society of America – National Capital Chapter (PRSA-NCC) Thoth Award or any other PR and communication award can be an intimidating process that is full of uncertainty.
A recent PRSA-NCC panel offered insight into the process and sought to break any myths surrounding what types of campaigns – both big and small – are worthy of winning Washington’s most prestigious award. The panelists were: Jeff Wilson, APR, Senior Director, Business Development & Agency Marketing, PadillaCRT; Sandra Wills Hannon, Ph.D., APR, Principal, The Hannon Group; Brigitte Johnson, APR, Adjunct Professor, Marymount University; and the discussion was moderated by Sultana Ali, APR, PRSA-NCC President & Communications Officer at The Pew Charitable Trusts.
Based on their discussion, below is a list of five ways you can decide whether your campaign should be submitted for a Thoth award:
- Perform a broad-stroke litmus test: First ask yourself whether your campaign was compelling and whether there were clear, measurable objectives that were achieved. Second, did it include a well-designed and clear strategic plan or was it simply tactical? Third, was it beautifully executed? Finally, and perhaps most importantly, is there evidence that your goals were achieved?
- Check if there was a clear demonstration of research: If you pass the litmus test, you must be able to prove you utilized primary and/or secondary research in designing your plan. Judges of any PR competition always want to see a foundation of research. Before developing a campaign, you should do an environmental scan and see if there is any secondary research available that is applicable to your goals. In addition, even if you do not have the budget to conduct primary research, many organizations choose the more affordable route and latch on to other firms’ research through omnibus.
- Determine whether the execution was both targeted and strategic: Was your campaign planning targeted and based on your research? Did you have a primary and secondary audience? If securing media placements was one of your tactics, did the outlets that covered you make sense regarding target audience and objectives?
- Evaluate whether your results were both measurable and mirrored your objectives: Was the execution appropriate to the audience you were targeting? Did the target of the execution match the target audience of your client’s goals? Also determine whether your campaign results data proved whether goals were achieved. When doing this, make sure each result matches each stated objective.
- Be able to state your client’s problem and how you solved it: Judges always want to see if your submission can explain what the problem was for your client—and how your campaign helped solve that problem.
Of course it is always best to keep these things in mind before you research and design a campaign. The panel suggested to always craft a campaign as if you would one day submit it to a competition. An additional piece of advice offered was to serve as a judge for other communication competitions, get additional training through PRSA’s APR accreditation, and to review the entries of winning submissions – all which can help you become familiar with the components of a winning entry.
The early bird deadline is June 13, and the final deadline is July 11. For details on submitting, please visit: http://www.prsa-ncc.org/thoth_awards.