Phoenix Awards: Project Categories

Phoenix Awards logoA project is typically oriented to a single tactic, activity or event. The project should be a part of an overall public relations program or specific campaign. Looking for the Program categories instead?

Ready to prepare your entry? Check out the Project entry instructions and submission checklist below.

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25. Best Sponsorship Activation

Sponsorships represent the alignment of shared values and goals, and can be profitable marketing opportunities for building harmonious partnerships. Activation requires a deep understanding of brand synergy to support how affiliations are formed and promoted to vetted demographics. Show how the activation leveraged investment.

26. Most Effective Influencer Promotion

Influencer marketing, a form of social media marketing, focuses on an individual or organization who the audience sees as a trusted source of information and who connects with consumers far better than through advertising or content marketing. Show how you ensured maximization of your ROI with these highly targeted consumers.

27. Best SEO

Share through metrics and results how you were able to improve your brand's SEO with paid or unpaid results on major search platforms. Your team or agency's successful paid or unpaid search campaign should show demonstrated improvement and a positive return on investment.

28. Media Relations

28A. Media Relations - Associations / Government / Nonprofit Organizations

28B. Media Relations - Business to Business

28C. Media Relations - Consumer Products - Food & Beverage

28D. Media Relations - Consumer Products - Healthcare

28E. Media Relations - Consumer Products - Non-Packaged Goods

28F. Media Relations - Consumer Products - Packaged Goods

28G. Media Relations - Consumer Products - technology

28H. Media Relations - Consumer Services

In these categories, tactics, programs and events must be driven entirely by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with a one-page summary that includes measurable objectives and results, such as evidence of resulting media coverage. Upload or provide YouTube/Vimeo links to any television or radio coverage. NOTE: The Packaged Goods subcategory refers to traditional consumer products sold in packages, such as food products, pet products, household goods, toiletries, cosmetics, etc. The Non-Packaged Goods subcategory refers to consumer products such as clothing, appliances, furniture, etc.

29. Feature Stories

Feature articles must be written by a practitioner and submitted and published through their efforts. Submit the text of the feature article as well as documentation of publication and placement. The one-page summary should include target audience, measurable objectives and any documented results. NOTE: Feature stories must be written in their entirety or substantively by the entrant; pitches are not feature stories.

30. Blogger Campaigns

A blogger campaign is a proactive outreach to the blogger community on behalf of a product, service or organization. The one-page summary should include rationale for blogger outreach strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a copy of (a) the outgoing messages and (b) the resulting blog entries either as uploads and/or the actual site URLs.

31. Executive Communications

Executive communication includes positioning of an executive at any level across earned, owned, and shared platforms. The one-page summary should include information about the executive and stated objectives, quantification of results and copies of significant placements, social media, posts or memos.

32. Best Use of Social Media

32A. Best Use of Social Media, Organic / Earned

32B. Best Use of Social Media, Paid

How did you use social media to tell a story or connect with an audience? Did you take social storytelling or executive communications to another level? Share how you used social media, including Facebook, Twitter, LinkedIn, Pinterest, Instagram, TikTok, etc. as part of a public relations program. Include screenshots or links to your content and provide the measurement and results, such as impressions, likes, follows, shares, views, clicks, etc. Include budget for paid social media submissions.

33. Social Media Campaign, Multichannel

How did you bring all the pieces together for your best social media campaign from this past year? More than just an improved Facebook page or an Instagram or Twitter account, we want to see how you executed a cohesive campaign across several online channels. We'll be looking for deliberate strategy, great content and results. Include screenshots, or links to your campaign and provide measurement and results, such as impressions, likes, follows, shares, views, clicks, etc.

34. New Digital Platform

Did you launch a new website, newsroom, App or other digital platform? How was it launched and how much risk was involved in your marketing plan? What platforms were used? What value did the end user receive and how did it match goals? This entry can be completed by a vendor or the customer.

35. Mobile App

Use of mobile applications as part of a public relations program. Include copy and any images of key pages to support your one-page summary. Additionally, include brief instructions on how to download the application.

36. Best Use of Data/Analytics

How did it uncover hidden patterns, correlations or other insights to help make quicker and more efficient business decisions to gain a competitive edge?

37. Websites

How did a website support a communications or content marketing program? Please include screen grabs and/or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites.

38. Word of Mouth (Viral, Buzz, Talk Triggers)

Tactics that get key audiences talking or provide an avenue for conversation using different techniques, such as viral marketing, sampling programs, loyalty programs, etc.

39. Creative Tactics

Innovative, unconventional, creative tactics or approaches used as part of a public relations program. Document how the tactic specifically contributed to the measurable results of the campaign in the one-page summary. (Photos or videos should be uploaded.)

40. Annual Reports

Publications that report on an organization’s annual performance. Upload a sample of one copy of the publication, along with a one-page summary.

41. Blogs

Web-based journals, or blogs, that communicated to a target audience. The one-page summary should include blogging strategy, target audiences and statistics, or other means of quantifiable measurement to support objectives. Screenshots or downloads of the blog, as well as the URL, must be submitted.

42. Digital Newsletters

Publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Upload samples of three consecutive issues, along with a one-page summary.

43. Digital Publications (Single Issue Newsletters / Booklets / Calendars)

Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Upload a sample of one copy of the publication along with the one-page summary.

44. Online Videos

Pre-produced videos distributed online to inform target audiences of an event, product, service, issue or organization. Entries may consist of an edited video and one of any sound bites. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

45. Research / Evaluation

Research should provide a meaningful contribution or input to a public relations program; an evaluation should document the value or benefit of a public relations program or tactic. Upload a sample of the methodology and findings of any research, along with a one-page summary. A one-page summary for evaluations should detail how and why this method is unique and valuable.

46. Best Use of Branded Content

Show how the use of branded content generation promotes a particular brand that funds the content's production.

47. Webcasts

Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit the one-page summary and upload or provide YouTube/Vimeo links of the webcast, as well as the actual site URL.

48. Podcasts

How did you tell your story through this audio medium – was the purpose to teach or share? Was it intended for internal or external audiences and was there engagement on multiple platforms? Provide listener feedback.

49. Magazines

Publications designed to provide in-depth information about an organization or topic on a regular basis. Magazines typically differentiate from newsletters by the number of pages and length of articles. Upload at least one issue along with the one-page summary.

50. Brochures

50A. Brochures - Digital

50B. Brochures - Print

Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Submit brochure with the one-page summary.

51. AI Integration and Digital Innovations: Best Use of AI Technology

51A. In-House

52B. Agency

52C. Independent Practitioner

Demonstrate the exceptional creativity, effectiveness and ingenuity in leveraging digital innovations, particularly Artificial Intelligence (AI), to revolutionize your organization’s PR/comms strategies and results. Provide examples of the successful implementation of AI-driven technologies that have significantly enhanced visibility, engagement, efficiencies and overall PR performance.

52. AI Integration and Digital Innovations: Best AI Campaign

Demonstrate how the campaign or project promoted AI for a particular industry, business or entity. Provide examples of tools used and results from their use to show AI’s effectiveness. Your project does not need to use AI to qualify, but it must be about the burgeoning technology.

Note: The Program categories use category numbers 1–24

Entry Instructions for Projects

How to Prepare Your Phoenix Awards Project Entries

Requirements for Project Entries

  1. Prepare a one-page Project summary. A concise summary no longer than one page must be uploaded as a PDF. The one-page summary is the single most important component of the Phoenix Award entry. Judges evaluate the tactic on four key areas — planning/content, creativity/quality, technical excellence and results (Media Relations categories are not judged on technical excellence). Within these areas, the summary must include measurable objectives, target audiences, budget and any other specific information requested in the individual category.
    • The one-page summary should have 10-point typeface or larger and one-inch margins.
    • Results — qualitative, quantitative or both — should provide evidence of how the stated measurable objectives were met, and how the entry impacted the success of a broader or ongoing program.
  2. You may upload up to five supporting materials. Upload only the materials requested for each individual category. Examples of files accepted include, but are not limited to: Word, Excel, PowerPoint, PDF, JPEG, and .MOV.
  3. Relevant links to videos or other materials can be listed in a Word document.
    • If you want to include examples of promotional objects, creative direct mail pieces, etc., include a photograph or image of it.
    • Quality is more important than quantity. For example: only include emails 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 press clippings when a representative sample and summary of coverage will suffice.
  4. Judges have the right to deduct two points for each instance in which the above instructions are not followed (technical violation).

Project Entry Checklist

Use the following questions to help you prepare a strong Project entry.

1. PLANNING/CONTENT

  • Is the measurable objective or goal of the entry thoughtfully considered, clearly stated and attainable?
  • Is the audience identified?
  • Is a clear strategy stated or implied?
  • 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 you supply remain confidential.

2. CREATIVITY/QUALITY

  • Do messages tie to objectives?
  • Is content substantive, understandable, consistent and appropriate for the audience?
  • How is your entry unique?
  • How is the tactic used imaginatively to achieve program goals? 

3. TECHNICAL EXCELLENCE

(Media Relations categories are not judged on technical excellence.)

  • How good is the piece in terms of how well it has been crafted? (For written pieces, for example, was the topic clearly presented? Is the piece grammatically correct and of good structure? How captivating was the headline, body or conclusion?)
  • How do communication elements set your entry apart?
  • How do graphics, if present in the tactic, set your entry apart?
  • How is the quality of work superior, based on budget and scope of the project? 

Comment: Judges will be evaluating your entry for overall quality. 

4. ASSESSMENT/RESULTS

  • What effort was made to assess whether the objective or goal was met?
  • Did the entry meet its stated intent?
  • Are there other indicators of success, quantitative or qualitative, in meeting objectives?
  • How efficient was the execution of the tactic in relation to resources (personnel and budget)? 

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 you had set at the beginning.

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."