Tips for Preparing Your PRSA Colorado Gold Pick Entry Summaries
The summary is the single most important component of the entry. Judges evaluate the program on the merit of the four criteria — research, planning, execution and evaluation. Your entry should begin with a brief situation analysis for your program. Visit www.prsa.org/Awards/Search to view examples of national award-winning case studies. Please note that your entry summary should be strong enough on its own for judges to get a complete picture of your submission, without having to review supplemental materials
Use the following questions to help you prepare a strong entry:
Insights and Analysis
- What methods/strategies/tools were implemented to arrive at your insights into and analysis of the campaign?
- What type of research did you use — primary, secondary or both, to arrive at your insights/analysis?
- Primary research involves original research, including focus groups, interviews, data and analytics software and surveys.
- Secondary research involves searching existing resources for information or data related to a particular need, strategy or goal (e.g., online computer database searches, Web-based research, library searches, industry reports and internal market analyses).
Planning
- How did the plan correlate to the insights gathered at the end of the campaign?
- What was the plan in general terms?
- What were the specific, measurable objectives of the plan?
- Who were the target audiences?
- What was the overall strategy used?
- What was your budget?
Execution
- How was the plan executed, and what was the outcome?
- How did the activities flow in general terms?
- What were the key tactics?
- Were there any difficulties encountered? If so, how were they handled?
- Were other organizations involved?
- Were nontraditional public relations tactics used, such as advertising? (Unless you are entering this program under “Integrated Communications,” advertising costs should not exceed one-third of the budget.)
Evaluation
- What methods of evaluation were used?
- What were your results?
- How did the results compare to the specific, measurable objectives you identified in the planning section?
- How well do the results reflect original strategy and planning?
Definitions Used In Categories and Subcategories
Use the following definitions to help you decide the most appropriate category and subcategory based on your program’s objectives and audiences.
“Business — Products” and “Business — Services”
These subcategories include all profit-making entities. A company that derives half or more of its sales from manufacturing products should enter under “Products.” A company that derives half or more of its revenues by providing services, such as banks, utilities, retailers and transportation companies, should enter under “Services.”
Government
This subcategory includes all government bureaus, agencies, institutions or departments at the local, state and federal levels, including the armed forces, regulatory bodies, courts, public schools and state universities.
Association
This subcategory includes trade and industry groups, professional societies, chambers of commerce and similar organizations.
Nonprofit
This subcategory is specifically intended for health and welfare organizations, as well as educational and cultural institutions not included in other subcategories. It is not intended for organizations that may have nonprofit status but are clearly business organizations. Programs receiving funding or support from private or government organizations should be entered in those subcategories or “Partnerships.”
Partnerships
This subcategory is intended for public service programs that are funded jointly by businesses and other organizations, including nonprofit or government.
Packaged Goods
This subcategory refers to traditional consumer products sold in packages, such as food products, pet products, household goods, toiletries and cosmetics.
Non-Packaged Goods
This subcategory refers to consumer products, such as clothing, appliances and furniture.
