Award Categories and Submissions

Silver Spike Award Categories and Submissions

Below is the list of Silver Spike award categories. Submissions will open at noon on Monday, June 22. At that time, use the submission links below (hyperlinked on June 22) that apply to you or your organization.

  • PRSA Sierra Nevada Member - First Late Entry
  • PRSA Sierra Nevada Member - Additional Late Entries
  • Non-Profit - First Late Entry
  • Non-Profit - Additional Late Entries
  • Non-PRSA Sierra Nevada Member Late Entries

pROGRAMS

Overall Campaign

This would include integrated marketing communication plans, and the campaign can include marketing, advertising, and other paid media. Judges will focus on the PR & MR (earned media) and related efforts, specific to brand messaging across both traditional and non-traditional communications channels and the use of different promotional methods to reinforce each other. This can be a local or out-of-market campaign.

Special Events & Observances, 1 or 2 days

Programs to commemorate anniversaries, to conduct special organizational or public events, or to observe local, national, or international celebrations. Total observance days not to exceed 48 hours, not including planning, set-up, ancillary events, etc.

Special Events & Observances, 3 or more days

Programs to commemorate anniversaries, to conduct special organizational or public events, or to observe local, national, or international celebrations. Total observance days of a minimum of 3 days, not including planning, set-up, ancillary events, etc.

Internal Communications

Programs to heighten internal efficiency, increase understanding of key business issues and/or improve relations with employees through enhanced, comprehensive communications. Examples could include company reports, policy changes, staff surveys, etc.

Community Relations

Relations to improve an organization’s image and/or relations with communities in which it has an interest, need, or opportunity. This campaign would implement brand journalism using credibility and news to tell the organization’s story. The organization itself benefits from this program.

Emergency or Crisis Programs

Programs undertaken to deal with an event, situation, or issue that has had or may have an extraordinary impact locally, regionally, or globally.

Issues Management

Programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy. Issues management is stewardship for building, maintaining, and repairing relationships with stakeholders and stake seekers, either proactively or reactively.

Public Affairs

Programs specifically designed to influence public policy and/or affect legislation, regulations, political activities, or candidacies – at the local, state, or federal government levels – which positively change behaviors of either policymakers, community leaders, or the targeted public.

Multicultural Communications

For any type of program – locally, regionally, or nationally – such as institutional, marketing, and community relations, specifically targeted to a cultural group. 

STRATEGIES & TACTICS 

Audio, Video, Webcasts, etc.

Media files are distributed over the Internet using streaming media technology. May be live or recorded. Produced to inform and/or promote, intended for a specific target audience and/or purpose.

Content Marketing

Content created to inform, promote, or gain support for a defined audience and/or purpose, including infographics, annual reports, public service announcements, brochures, magazines, white papers, newsletters, emails, speeches, media kits, etc.

Media Relations - Owned: Websites

Use of a website as part of a public relations program. Content is completely controlled and developed by or for a company, organization, or cause. Could include external, internal/intranets, online media room, blogs, etc.

Media Relations - Owned: Social Media

Use of social media and viral marketing through Facebook, Twitter, Instagram, TikTok, Snapchat, LinkedIn, Google+, Pinterest, a blog post, etc. as part of a public relations program. Brand awareness is completely controlled, developed, and distributed by or for a company, organization, or cause.

Media Relations – Earned: Online, Print, Expert Positioning

Content developed by or for a company, organization, or cause which is controlled and distributed by others and which features information about that company, organization, opinion, research, or cause. Tactics that get key audiences talking or providing an avenue for conversation through different techniques, such as word-of-mouth, loyalty programs, and grassroots efforts, while creating corporate goodwill.

Media Relations – Paid: Online, Print, Digital and Other Channels

Contributed content that is completely created, developed, placed, and funded by or for a company, organization, or cause to gain support for a product, issue, program, or organization. Can include advertorials, article placement, billboards, etc.

Smartphone/Tablet Applications

Creation and implementation of a smartphone, tablet and/or interactive application as part of a public relations program that is designed to increase engagement with an audience.

Corporate Social Responsibility

Content developed as part of a public relations program that is completely controlled, created, developed, placed, and paid for by the company, organization, or cause which defines and supports an organization’s philanthropic or social strategies to earn the public’s trust. The tactic is to aid in an organization’s mission toward an ethical environment. This could include a company outline, policy, procedure, etc.

New/Emerging Technologies

Development of strategies and tactics which use new and developing technologies in communications. Emerging technologies could include voice, data, video, and other technical, interactive media innovations.