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. COMMUNITY RELATIONS

    1A. Associations/Government/Nonprofit Organizations
    1B. Business Products
    1C. Business Services

    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.

    2. CONTENT MARKETING

    2A. Associations/Government/Nonprofit Organizations
    2B. Business Products
    2C. Business Services
    2D. Consumer Products
    2E. Consumer Services

    Programs that effectively demonstrate a strategic program that includes creating and distributing valuable content to attract, acquire, and engage target audience(s). Include examples and metrics.

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

    4. EVENTS AND OBSERVANCES

    4A. More Than Seven Days

    4AA. Associations/Government/Nonprofit Organizations
    4AB. Business — Products
    4AC. Business — Services

    4B. Seven Or Fewer Days

    4BA. Business to Business
    4BB. Consumer Products
    4BC. Consumer Services
    4BD. Associations/Government/Nonprofit Organizations

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

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

    6. 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.

    7. INFLUENCER MARKETING TO EXPAND AWARENESS
    Program that focuses on using paid spokespeople and key leaders to increase awareness and drive your brand's message to the larger market.

    8. INTEGRATED COMMUNICATIONS

    8A. Associations/Government/Nonprofit Organizations
    8B. Business to Business
    8C. Consumer Products

    8CA. Food & Beverage
    8CB. Non-Packaged Goods
    8CC. Packaged Goods
    8CD. Retail Stores and Restaurants

    8D. Consumer Services

    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.

    9. INTERNAL COMMUNICATIONS

    9A. Associations/Government/Nonprofit Organizations
    9B. Business

    9BA. Fewer Than 1,000 Employees
    9BB. 1,000 to 10,000 Employees
    9BC. More Than 10,000 Employees

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

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

    11. MARKETING

    11A. Business To Business

    11AA. Products
    11AB. Professional and/or Financial Services

    11B. Consumer Products

    11BA. Food and Beverages
    11BB. Health Care
    11BC. Non-Packaged Goods
    11BD. Packaged Goods
    11BE. Retail Stores and Restaurants
    11BF. Technology

    11C. Consumer Services

    11CA. Financial Services
    11CB. Health Care Services
    11CC. Technology
    11CD. Travel and Tourism/Hospitality

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

    12. MOST EFFECTIVE CAMPAIGN ON A $5,000 TO $10,000 BUDGET

    12A. Associations
    12B. Government
    12C. Nonprofit Organizations
    12D. Business Effective campaign delivered within parameters of a limited budget. This does not include staff time and overhead.

    13. MOST EFFECTIVE CAMPAIGN ON A SHOE STRING BUDGET ($5,000 OR LESS)

    13A. Associations
    13B. Government
    13C. Nonprofit Organizations
    13D. Business Successful campaign despite constraints of a small budget. This does not include staff time and overhead.

    14. MOST EFFECTIVE CORPORATE SOCIAL RESPONSIBILITY CAMPAIGN
    Program that enhances a corporate reputation and demonstrates a business approach to initiatives that positively impact society. Campaigns to highlight the positive impact that they have had delivering economic, social and environmental benefits to stakeholders.

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

    16. PUBLIC AFFAIRS

    16A. Associations/Government/Nonprofit Organizations
    16B. Business

    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.

    17. PUBLIC SERVICE

    17A. Associations/Government/Nonprofit Organizations
    17B. Business
    17C. Partnerships (Funded jointly by businesses and other organizations, including nonprofit and government) Includes programs that advance public understanding of societal issues, problems or concerns.

    18. REPUTATION/BRAND MANAGEMENT

    18A. Associations/Government/Nonprofit Organizations
    18B. Business

    18BA. Companies With Sales Up to $50 Million
    18BB. Companies With Sales of More Than $50 Million to $500 Million
    18BC. Companies With Sales of More Than $500 Million to $10 Billion
    18BD. Companies With Sales Over $10 Billion

    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.

    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.