Campaign Categories

Tactical Categories

The campaign categories recognize complete programs that incorporate sound research, planning, execution and evaluation. Winning entries will reflect the highest standards for strategic thinking, ethical practice, and measurement that is consistent with the Barcelona Principles.

Programs from these 12 categories are eligible for consideration as Best in Show. 

Categories 13 through 30 recognize excellence in the tactical elements that contribute to the success of larger public relations campaigns. Though these tactical elements cannot be reasonably held to the same standards as public relations campaigns, winning entries still must demonstrate sound effort in research, planning, implementation and evaluation. 

1. Community Relations 
Includes programs that aim to improve relations with, or seek to win the support or cooperation of, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations. (Campaigns designed to promote products should be entered in Marketing Products and Services.) 

2. Reputation/Brand Management 
Programs designed to enhance, promote or improve the reputation of an organization with its publics or key elements of its publics, either proactively or in response to an issue, event or market occurrence. (Campaigns designed to launch or promote a specific product or service’s launch or sales/marketing effort should not be entered in this category. Instead, refer to Category 6.)

3. Events and Observances 
Includes programs or events such as commemorations, observances, openings, celebrations or other special activities. These events or observances may be as short as one day or as long as one year. 

4. Public Service 
Includes programs that advance public understanding of societal issues, problems or concerns. (Similar programs conducted principally to enhance an organization’s standing, or to otherwise serve its interests directly, will fall under Category 2: Reputation/Brand Management.) 

5. Public Affairs 
Includes 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. 

6. Marketing Products and Services 
Includes programs designed to introduce new products or services or promote existing products or services to a consumer or a business audience. 

7. Crisis Communications and Issues Management 
Includes programs undertaken to deal with an unplanned event that required an immediate response and programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy. 

8. Internal Communications 
Includes programs targeted specifically to special publics directly allied with an organization, such as employees, members, affiliated dealers and franchisees. 

9. Investor Relations 
Includes programs directed to shareowners, other investors and the investment community.

10. Multicultural Public Relations 
For any type of program, such as institutional, marketing and community relations, specifically targeted to a cultural group. 

11. Integrated Communications 
Includes any program that demonstrates 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.

12. Most Effective Campaign on a Shoestring Budget
Any campaign in any of the above categories, executed for $5,000 or less. This does not include staff time and overhead.

13. Owned Media (Feature Stories and Editorials/Op-Ed Columns) 
Feature articles or opinion articles that have been written by a practitioner, and submitted and published through their efforts. Submit text of feature article, as well as documentation of publication and placement. 
*Entries in Owned Media must be written in their entirety or substantively by the entrant, and not merely “pitched.” 

14. Podcasts and Webcasts
Audio or video programs/shows produced solely as podcasts, downloadable for play on portable media players (e.g., iPods, MP3 players, etc.), and media files distributed over the Internet using streaming media technology. The entry must provide a link to the podcast or the website URL.

15. Websites 
Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your summary. Additionally, include the website URL for external sites. 

16. Social Media 
Use of social media, including LinkedIn, Facebook, TikTok, Instagram, YouTube, X, etc. as part of a public relations program. Include screen grabs or copies of key pages to support your summary. Additionally, include the website URL for external sites.

17. Blogs 
Web-based journals, or blogs, that engage key stakeholders and/or communicated either a corporate, public service or industry position. Include screen grabs of the blog being entered, as well as the actual site URL. 

18. Creative or Unconventional Tactics 
Unconventional, creative tactics or approaches used as part of a public relations program. (If the creative/unconventional tactic included props or other objects, document those items with photos or videos.) 

19. Press Kits/Media Kits 
News releases, photographs and other background information compiled for an organization, product or issue. 

20. Video 
Created for internal or external use to publicize products, services or issues, shape public opinion or promote awareness. Can also include video news release. Include a link to your video. 

21. Newsletters 
Publications (either printed or electronic) designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Submit three consecutive issues with the entry. 

22. Brochures 
Pamphlets, booklets or other small publications (either printed or electronic) designed to inform a target audience about an organization, product, service or issue. Submit an electronic copy of the brochure or link to it on a website.

23. Magazines 
Publications (either printed or electronic) 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. Submit three consecutive issues. 

24. Special Publications 
Single-issue publications (either printed or electronic) designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Submit an electronic copy of the publication along with the entry. 

25. Annual Reports 
Publications (either printed or electronic) that report on an organization’s annual performance. Submit an electronic copy of the publication along with the entry. 

26. Direct Mail/Direct Response 
Communications (either printed or electronic) designed to solicit a specific, immediate response by the target audience. Submit an electronic copy of the single communication or campaign with the entry. 

27. Special Projects
Other common public relations tactics that are not otherwise listed, including public service announcements, press conferences, speeches, satellite media tours, etc. 

28. Infographic
A visual image such as a chart or diagram used to represent information or data. These graphics convey complex information quickly and clearly, such as in signs, maps, journalism, technical writing, and education. They are intended to present potentially complex information quickly and clearly, in a fun and quick way to teach about a topic without a ton of heavy reading.

29. Speech Writing/Speeches 
Writing for oral delivery of a presentation that best communicates the speaker’s messages, position or desire for action.  

30. Photography
Photography in a public relations campaign or project. Entries should show how images were used to support communicatoin goals, tell a story or engage a target audience. Include up to 5 images with captions, and specify results or impacts the photos helped to create.