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Public Relations Programs

1. Crisis Response: Crisis communication programs implemented in response to an unplanned event that has had an extraordinary impact on an organization. Summary should include a description of the event, the response implementation, and results achieved.

2. Community Relations Campaign: Programs that seek to win the support or cooperation of, or that aim to improve relations with, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity.

3. Content Marketing: Creation and distribution of valuable, relevant content across a variety of channels to attract and retain a clearly-defined audience and drive action. The one-page summary should include goals of the content marketing program, target audience, distribution and results.

4. Diversity/Inclusion Communications: For any type of program, such as institutional, marketing and community relations, specifically designed to engage a diverse/inclusive group.

5. Internal/Employee Communications: Includes programs targeted specifically to special publics directly allied with the organization (e.g. employees, members, dealers or franchisees).

6. 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.

7. Reputation/Brand Management: Programs designed to enhance or improve the reputation of an organization, proactively or in response to an issue, event or market occurrence.

8. Special Events: Events scheduled for one or more days (not including planning or preparation). Events may be commemorations, observances, openings, celebrations or other special activities designed to heighten the awareness of an organization and its goals.

Public Relations Tactics

1. Annual Reports: Publications that report on an organization’s annual performance. Submit one copy of the publication. Can be digital or print.

2. Blogs: Web-based journals that communicate either a corporate, public service or industry position. The one-page summary should include rationale for blogging strategy, target audiences and statistics, or other means of quantifiable measurement to support stated objectives. Screen downloads of the blog being entered, as well as the actual site URL, must be submitted as part of the story.

3. Creative Writing: Feature articles, speeches, scripts, opinion articles written as editorials, guest columns, letters to the editor or other creative writing pieces. Submit text of article, documentation of publication and a one-page summary that includes target audience, purpose of the piece, and any documented results against the stated objectives.

4. Direct Mail/Direct Response: Communications designed to solicit a specific, immediate response by the target audience. This can be a single communication or a series. Quantifiable, specific actions by the recipients resulting solely from the sponsor’s communication should be detailed in the summary. Upload a sample copy of the mailing(s) along with a one-page summary.

5. Magazines: Print or digital 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 samples of three consecutive issues along with the one-page summary.

6. Media Relations: Tactics, programs and events driven entirely by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Television and radio coverage can be submitted through uploaded files.

7. Newsletters: Publications 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. Can be digital or print.

8. Public Service Announcements: Video and audio productions of one minute or less that were distributed as unpaid public service announcements, single productions or a series addressing the same issue. Upload one page summary and audio/video files.

9. Publications: Print or digital versions of pamphlets, brochures, booklets, calendars or other publications designed to inform a target audience about an organization, program(s), product, service or issue. Submit one copy of the publication. (Note: newsletters, annual reports and magazines are in separate categories).

10. Social Media: Use of social media, including Facebook, Twitter, LinkedIn, Pinterest, etc. as part of a public relations program. Include screen shots and/or copies of key pages  and URLs along with one-page summary.

11. Video Programs: Video programs targeted to internal or external audiences. The one page summary should include documentation of objectives and results. Upload programs as a reasonable representation or provide URLs for online viewing.

12. Website: Use of a website as part of an internal or external public relations program. Include screen grabs or copies of key pages to support your one-page summary. Include website URL for external sites.

Individual Awards

Rising Star Award: honors a current member of the Hampton Roads Chapter of PRSA who has worked in the public relations field for less than five years and who has demonstrated a commitment to the field of public relations and an aptitude for leadership through his or her involvement in, and contributions to, the chapter.

PRSA Hampton Roads Member of the Year: honors a current member of the Hampton Roads, Virginia chapter of PRSA who has worked in the public relations field for five years or more and who has demonstrated outstanding chapter contributions.

P. Lee Starkey Pinnacle in Public Relations Award: honors a current, accredited member of the Hampton Roads, Virginia PRSA chapter who is has worked in the public relations field for 10 years or more and who has demonstrated outstanding professional achievement and chapter contributions.

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