Phoenix Awards: Program Categories
A program is characterized by a broad range of separate yet consistent and related elements implemented over a period of time. Looking for the Project categories instead?
Ready to prepare your entry? Check out the Program entry instructions and submission checklist below.
Ready to submit your entries? Create or login to your account on our awards submission platform.
1. Community Relations
1A. Community Relations - Associations / Government / Nonprofit Organizations
1B. Community Relations - Business Products
1C. Community Relations - Business Services
1D. Community Relations - Education
Did you take a community service initiative from idea to reality? Did you create a campaign to bring awareness to a community in need? Did your program aim to improve relations with – or seek to win the support or cooperation of – people or organizations in which the sponsoring organizations has an interest, need or opportunity? We want to see everything you produced: social media content, newspaper and magazine ads, white papers, op-eds, radio and TV advertising, direct mailings—all of it. “Community” in this category refers to a specific geographic location or locations. Don't forget results.
2. Content Marketing
2A. Content Marketing - Associations / Government / Nonprofit Organizations
2B. Content Marketing - Business Products
2C. Content Marketing - Business Services
2D. Content Marketing - Education
Did you tell stories on behalf of your brand or client? We want to see what you wrote, edited, shot or published. Share work that effectively demonstrated a strategic program that skillfully wove your organization’s narrative to attract, acquire and engage target audiences. We love stories that subtly proved your subject matter experts were the industry leaders. What were the goals of your campaign or project? What were the results and metrics? Don’t forget to include a link and screenshots of your work.
3. Crisis Communications
How did you confront and power through an unplanned event that required an immediate response this past year? Tell us your strategy for getting your message to the right audiences in a timely and tactful manner.
4. Events or Observances - More than Seven Days
4A. Events or Observances - More than Seven Days - Business - Products
4B. Events of Observances - More than Seven Days - Business - Services
4C. Events or Observances - More than Seven Days - Associations / Government / Nonprofit Organizations
4D. Events or Observances - More than Seven Days - Education
Did you get the word out and build excitement for your programs or events, such as commemorations, observances, openings, yearlong anniversaries, celebrations or other special activities? How was your plan creative and effective? What tools did you use to execute: social media, influencers or traditional communications? Be sure to share examples of your work and send pictures of your exciting event. Events that took place for longer than a one-week period should be entered in “More Than Seven Days” and events occurring within a time span of one week should be entered in “Seven Or Fewer Days.”
5. Events or Observances - Seven or Fewer Days
5A. Events or Observances - Seven Or Fewer Days - Business - Products
5B. Events or Observances - Seven Or Fewer Days - Business - Services
5C. Events or Observances - Seven Or Fewer Days - Associations / Government / Nonprofit Organizations
5D. Events or Observances - Seven or Fewer Days - Education
Did you get the word out and build excitement for your programs or events, such as commemorations, observances, openings, yearlong anniversaries, celebrations or other special activities? How was your plan creative and effective? What tools did you use to execute: social media, influencers or traditional communications? Be sure to share examples of your work and send pictures of your exciting event. Events that took place for longer than a one-week period should be entered in “More Than Seven Days” and events occurring within a time span of one week should be entered in “Seven Or Fewer Days.”
6. Financial Communications
How did you engage and educate your shareholders, investors and the investment community? What was the goal of your campaign? What results did it yield? Share all the details with us.
7. Global Communications
Did your message reach audiences across the globe? We want to hear about any type of program, from reputation/brand management to marketing or events that demonstrated effective global communications that were implemented in more than one country. Share with us how you created the momentum to take the brand international; how the message crossed geographical boundaries; and how the message was effective both where you live and in other countries? What was your story, and where did it travel?
8. Influencer Marketing to Expand Awareness
When you partner with the right paid spokespeople and key leaders to increase awareness and drive your brand's message to the largest market, it can make a big difference. Did you find the best fit for your brand? We want to hear about how the influencer of choice met your goals and what made your campaign a success.
9. Integrated Communications
9A. Integrated Communications - Associations / Government / Nonprofit Organizations
9B. Integrated Communications - Business to Business
9C. Integrated Communications - Consumer Products
9D. Integrated Communications - Food and Beverage
9E. Integrated Communications - Non-Packaged Goods
9F. Integrated Communications - Packaged Goods
9G. Integrated Communications - Retail Stores and Restaurants
9H. Integrated Communications - Consumer Services
9I. Integrated Communications - Education
We want to hear about any program that demonstrated leadership of public relations strategies and tactics in a creative and effective integrated campaign, along with other marketing or communications. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines. Did you put together a strategy that used content marketing and storytelling in your media relations program? How did your program demonstrate a well-coordinated mix of PR and other disciplines? What were the results?
10. Internal Communications
10A. Internal Communications - Associations / Government / Nonprofit Organizations
10B. Internal Communications - Business - Fewer than 1,000 Employees
10C. Internal Communications - Business - 1,000 to 10,000 Employees
10D. Internal Communications - Business - More than 10,000 Employees
Was your internal communications next level last year? We’re looking for the best and most successful program that demonstrated mastery of communicating with targeted audiences directly affiliated with an organization, such as employees, members, dealers, and franchisees.
11. Issues Management
The most successful program to identify, deal with, and address issues that could extraordinarily affect ongoing business strategy.
12. Marketing
12A. Marketing - Business to Business - Products
12B. Marketing - Business to Business - Professional and/or Financial Services
12C. Marketing - Consumer Products - Food and Beverage
12D. Marketing - Consumer Products - Healthcare
12E. Marketing - Consumer Products - Non-Packaged Goods
12F. Marketing - Consumer Products - Packaged Goods
12G. Marketing - Consumer Products - Retail Stores and Restaurants
12H. Marketing - Consumer Products - Technology
12I. Marketing - Consumer Products - Financial Services
12J. Marketing - Consumer Products - Healthcare Services
12K. Marketing - Consumer Services - Technology
12L. Marketing - Consumer Services - Travel and Tourism / Hospitality
An outstanding marketing program that is designed and has demonstrated successful methods to introduce new products/services or promote existing products/services to a particular audience.
13. Most Effective Agency Campaign
An agency that planned, implemented, executed, and evaluated a successful and effective campaign for work done for all agency clients.
14. Most Effective In-House Campaign
Successful and effective campaign created by an in-house communications team. In-house work from all industry sectors is included.
15. Most Effective Independent Counselor Campaign
A successful and effective campaign created by an independent counselor. An independent counselor is defined by PRSA Georgia as solo practitioners, within small agencies (less than three employees), freelancers, or as part of a local, regional or national virtual team. Independent counselor work from all industry sectors is included.
16. Most Effective Campaign on a $5,000 to $10,000 Budget
A successful and effective campaign that was delivered within a budget of $5,000 to $10,000, where the funds are used exclusively for the campaign. Staff time and overhead are not included in this budget.
17. Most Effective Campaign on a Shoestring Budget
A successful and effective campaign based on a budget of $5000 or less. Staff time and overhead are not included in this budget.
18. Most Effective Corporate Social Responsibility Campaign
A program that enhances a corporate reputation and demonstrates a business approach to initiatives that positively impact society. This includes campaigns highlighting the positive impact delivering economic, social and environmental benefits to stakeholders.
19. Most Effective Diversity, Equity, and Inclusion Campaign for Internal Audiences
An internal communications strategic campaign designed to promote inclusivity and/or educate about and reduce discrimination based on racial, ethnic, religious or sexual orientation and gender differences.
20. Most Effective Diversity, Equity, and Inclusion Campaign for External Audiences
An extraordinary external communications campaign designed to promote inclusivity and/or educate about and reduce discrimination based on racial, ethnic, religious or sexual orientation and gender differences.
21. Multicultural Public Relations
For any type of strategic program, such as institutional, marketing and community relations, specifically targeted to a cultural group.
22. Public Affairs
22A. Public Affairs - Associations / Government / Nonprofit Organizations
22B. Public Affairs - Business
22C. Public Affairs - Education
Programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies — at the local, state or federal government levels — so that the entity funding the program benefits.
23. Public Service
23A. Public Service - Associations / Government / Nonprofit Organizations
23B. Public Service - Business
23C. Public Service - Partnerships (Funded jointly by businesses and other organizations, including nonprofit and government)
23D. Public Service - Education
Public service programs that advance public understanding of societal issues, problems or concerns.
24. Reputation / Brand Management
Programs designed to enhance, promote or improve the reputation of an organization with any or all of its stakeholders, either proactively or in response to an issue, event or market occurrence.
Note: The Project categories use category numbers 25+
Entry Instructions for Programs
How to Prepare Your Phoenix Awards Program Entries
Requirements for Program Entries
- Prepare a two-page Program summary. The two-page summary is the single most important component of the Phoenix Award entry. Judges evaluate the program on the merit of the four criteria — research, planning, execution and evaluation — that you share in your summary. The summary must include measurable objectives, target audiences, budget and any other specific information requested in the individual category. Your entry should begin with a brief situation analysis for your program.
- The summary must be no longer than two standard letter-size pages (8½ x 11 inches), addressing each of the four criteria (research, planning, execution and evaluation). Summary pages must be written in 10-point typeface or larger and have one-inch margins.
- Visit the PRSA website to view examples of past National PRSA Silver Anvil-winning case studies.
- Your entry may include up to five relevant supporting materials.
- If you refer to a public relations planning document, this should be uploaded with your entry.
- Other examples of supporting material could be media hits, reports, letters, photos and samples of tactical materials. Examples of files accepted include: Word, Excel, PowerPoint, PDF, JPEG, .MP3 and .MOV. If you expect files to be greater than 1 gigabyte, please contact the Phoenix Awards co-chairs.
- Relevant links to videos or other materials can be listed in a Word document. Any uploaded videos are encouraged to be no more than five minutes, unless a specific category requires a longer version.
- If you want to include examples of promotional objects, creative direct mail pieces, etc., include a photograph or rendering of it.
- Quality is more important than quantity. For example, only include email or meeting notes if they contain relevant information that judges need to evaluate the planning and successful execution of the program. There is no need to include duplicate media hits when a representative sample and summary of coverage will suffice.
- Judges have the right to deduct two points for each instance in which the above instructions are not followed (technical violation).
Program Entry Checklist
Use the following questions to help you prepare a strong Program entry.
1. RESEARCH
- What prompted the research? Was it in response to an existing problem, or does it examine a potential problem?
- What type of research did you use — primary, secondary or both?
- Primary research involves original research, including focus groups, interviews 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).
- How was the research relevant to shaping the planning process?
- How did the research help define or redefine the audience(s) or the situation?
Comment: You may be surprised to learn that we often see campaigns based on weak, little or no research. Strong research is important, and evidence of it contributes to a competitive entry.
2. PLANNING
- How did the plan correlate to the research findings?
- 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?
Comment: The two items on this list that often trip up submissions are measurable objectives and budget. Quantifiable objectives are much stronger than “soft” ones. Also, some agencies and companies prefer not to submit budgets for proprietary reasons, but your entry will be much stronger if you do, and you may specify that budget information remain confidential.
3. 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.)
Comment: What was the timeline, and did the campaign stick to it? How were challenges handled? You can supply as much information as you want to, but the nuts and bolts of the execution should be clearly and quickly discernible.
4. 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?
Comment: The strongest competitors offer measurable results that compare to measurable objectives; in other words, just naming a result is less effective than comparing how it stacked up against the measurable objectives set at the beginning of the campaign.
A Note about Proprietary Information
Judges will be asked to abide by the PRSA Code of Ethics and respect the confidentiality of any proprietary information provided. Please mark such information: "Proprietary information – must remain confidential."
