Campaign Categories

    Campaign Award Categories

    Campaign awards recognize complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession. Please note that a campaign entry is restricted to a two-page summary with one-inch margins.

    After reviewing this list, check out the component categories too.

    1. Public Service

    1A. Business

    1B. Government

    1C. Associations

    1D. Nonprofit Organizations

    1E. Partnerships (Funded jointly by businesses and other organizations, including nonprofit and government)

    Includes programs that advance public understanding of societal issues, problems or concerns.

    2. Marketing

    2A. Consumer Products

    2AA. Health Care

    2AB. Technology

    2AC. Food

    2AD. Beverages

    2AE. Retail Stores and Restaurants

    2AF. Packaged Goods

    2AG. Non-Packaged Goods

    2AH. Other (Categories Not Elsewhere Defined)

    2B. Consumer Services

    2BA. Travel and Tourism/Hospitality

    2BB. Health Care Services

    2BC. Technology

    2BD. Financial Services

    2BE. Other (Categories Not Elsewhere Defined)

    2C. Business-to-Business

    2CA. Professional and/or Financial Services

    2CB. Products

    2CC. Other (Categories Not Elsewhere Defined)

    Includes programs designed to introduce new products/services, or promote existing products/services to a particular audience.

    3. Integrated Communications

    3A. Consumer Products

    3AA. Food and Beverage

    3AB. Retail Stores and Restaurants

    3AC. Packaged Goods

    3AD. Non-Packaged Goods

    3B. Consumer Services

    3C. Business-to-Business

    3D. Government

    3E. Associations

    3F. Nonprofit Organizations

    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.

    4. Events and Observances

    4A. Seven or Fewer Days

    4AA. Consumer Products

    4AB. Consumer Services

    4AC. Business-to-Business

    4AD. Government

    4AE. Associations

    4AF. Nonprofit Organizations

    4B. More Than Seven Days

    4BA. Business — Products

    4BB. Business — Services

    4BC. Government

    4BD. Associations/Nonprofit Organizations

    Includes programs or events, such as commemorations, observances, openings, yearlong anniversaries, celebrations or other special activities. Events occurring within a time span of one week should be entered in “4A. Seven or Fewer Days” and events that took place for longer than a one-week period should be entered in “4B. More Than Seven Days.”

    5. Reputation/Brand Management

    5A. Business

    5AA. Companies With Sales Up to $50 Million

    5AB. Companies With Sales Up to $500 Million

    5AC. Companies With Sales of More Than $500 Million to $10 Billion

    5AD. Companies With Sales Over $10 Billion

    5B. Government

    5C. Associations

    5D. Nonprofit Organizations

    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.

    6. Community Relations

    6A. Business

    6AA. Products

    6AB. Services

    6B. Government

    6C. Associations/Nonprofit Organizations

    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.

    7. Internal Communications

    7A. Business

    7AA. Fewer Than 1,000 Employees

    7AB. Fewer Than 10,000 Employees

    7AC. More Than 10,000 Employees

    7B. Associations/Government/Nonprofit Organizations

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

    8. Multicultural Public Relations

    8A. Business

    8B. Associations/Government/Nonprofit Organizations

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

    9. Crisis Communications

    9A. Business

    9B. Government

    9C. Associations/Nonprofit Organizations

    Includes programs undertaken to deal with an unplanned event that required an immediate response.

    10. Public Affairs

    10A. Business

    10B. Associations/Nonprofit Organizations

    10C. Government

    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.

    11. Issues Management

    11A. Business

    11B. Government

    11C. Associations/Nonprofit Organizations

    For programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy.

    12. Global Communications

    Includes any type of program, such as Reputation/Brand Management, Marketing or Events and Observances, that demonstrates effective global communications implemented in more than one country.

    13. Investor Relations

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

    Additional Awards

    Grand Gold Pick Award
    The annual Grand Gold Pick Award goes to the "best in show" campaign entry receiving the highest overall score.

    Small Practice Award
    Sole practitioners, small practices and freelancers compete for the Small Practice Award, recognizing the efforts of a practitioner whose practice bills less than $200,000 annually. The entry must be for a campaign rather than a component. The highest score overall among small practice Gold Pick winners receives this honor.

    Non-Profit Award
    This award is designed to recognize the public relations efforts of staff and executives working within a non-profit organization. To qualify, an organization must submit documentation of 501(c)3 status. Work by a company or agency on behalf of a non-profit is ineligible. The entry must be for a program rather than a component. The highest score overall among non-profit Gold Pick winners receives this honor.