2020 Gold Pick Call for Entries

    August 14, 2020
    4:00 PM
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    2020 Gold Pick Entries-Extention 

    Celebrating its 62nd year, the Colorado Chapter of the Public Relations Society of America (PRSA) has grown into the nation’s fifth largest chapter. In 1966, the Chapter created the Gold Pick Awards to honor the region’s best work in public relations and the has grown to be the state’s most prestigious awards recognition program for PR practitioners.

    In order to celebrate our peers’ outstanding PR campaigns of 2019 while ensuring guest safety and honoring all social distancing regulations and recommendations, the 2020 PRSA Colorado Gold Pick Awards will be moving to a virtual format this year. More details will be released in the coming weeks and months.

    Entry Details and Forms

    Late Entries - Extended:

    Entry and payment received online by 4 p.m. Friday, August 14. All supporting documents must be uploaded to assigned Dropbox folder by 5pm Tuesday, August 18th

    Who Can Enter: Awards categories are open to all public relations practitioners who work in Colorado or who have completed assignments for Colorado-based clients. An individual or organization does not have to be a member of PRSA Colorado to enter. Entries must pertain to work completed in 2019.

    How to Enter: All entries must be completed online at the PRSA Colorado website by 4 p.m. Friday, August 14th 2020 . 

    WHEN registering for your entries online, you will click “Register now”. You will login in or continue as a guest (non-member). Fill out your contact information, hit continue on the bottom right screen. When you get to the Tickets & Products, add your tickets that is when the entries form will be generated for you to fill out.  

    Payment may be made via credit card online or via check (payable to PRSA Colorado). All entry fees are nonrefundable. If paying by check, you will be directed to use a printable form. Checks must be received by PRSA Colorado office by entry deadlines. Entrants must select a single category per entry; however, entrants may choose to enter their program in more than one category, provided that it applies to the specific criteria stated within that category. Judges will not move entries into other categories.

    Step 1: Prepare your entry                   

    Each entry must include:

    • Summary page: The summary should address each of the judging criteria: research, planning, execution and evaluation.
      • Please note: Typeface must be a minimum 10 pt font and margins must be a minimum of one inch. (Save file as Word doc or PDF and clearly label.)
      • Maximum length for campaign submissions: two pages
      • Maximum length for tactic submissions: one page
    • Supplemental materials: Examples include: public relations planning document, research reports, surveys, news releases, pictures, clippings, and samples of tactical materials.
    • Please note the following:
      • If you are an award recipient, these materials may be shared publically at the Gold Pick Awards Event. Please be sure to have approvals before submitting any award entries.
      • Entry folders must not exceed 3GB. For entries that include video assets, please include a link to where the video is hosted OR upload a .mov, .wmv, .wav, or .mpg file.
      • Please clearly label each document and any supplemental materials.


    Tips for Preparing Your PRSA Colorado Gold Pick Entry Summaries

    The summary is the single most important component of the entry. Judges evaluate the program on the merit of the four criteria — research, planning, execution and evaluation. Your entry should begin with a brief situation analysis for your program. Visit www.prsa.org/Awards/Search to view examples of national award-winning case studies. Please note that your entry summary should be strong enough on its own for judges to get a complete picture of your submittal, without having to review supplemental materials.

    Use the following questions to help you prepare a strong entry summary:


    • How did you determine the necessary research? (Primary, secondary or both)
    • Was the research in response to a situation or further opportunities?
    • How was the research relevant in shaping the planning process?
    • Did the research help define or refine audiences of the situation?


    • What were your measurable objectives?
    • Were the objectives appropriate based on the situation or identified opportunities?
    • Were objectives specific, measurable, and include a timeframe and identify the audience?
    • How did the plan correlate with your research findings?
    • What was your budget? (if applicable)
    • Who was the target audience? (Primary and secondary)


    • What were your tactics?
    • How were your tactics implemented?
    • How appropriate were the tactics to achieving objectives, executing strategy?
    • How did you integrate the tools with one another?
    • How did your supplemental materials reflect the objectives?


    • What were your results? How did you track and measure your results?
    • How did the results compare to the measurable objectives identified in the planning section?
    • How do the results reflect original strategy and planning?
    • What did you learn through evaluation? How would you refine the program?


    Step 2: Complete online or printable entry form and upload completed entries onto Dropbox:

    • Visit the PRSA Colorado website to complete online entry form or print out an entry form if paying by check and mail form and payment by the respective deadline. If you would like to receive an early entry discount, please follow the early entry deadlines listed above.
    • An entry form is required for each individual entry and category.
    • Within the entry form, fill in all required spaces.
    • Upon completing the entry form and submitting payment for each entry, PRSA Colorado will be notified and will send the organization a link to a Dropbox folder within 72 hours with the following format:
      [Organization Name]_[Campaign or Component]_[Category #]_[Entry Title]
    • Example: XYZ PR Company_Campaign_9C_ Avoiding Crisis
    • Place all files relevant for your entry into appropriate subfolders of the main folder, including: manifest folder materials, entry summary and supporting documents.
    • Required file formats are PDF for the entry form and background documents. Supporting materials may contain PDF, JPEG or GIF image files or for entries that include video assets, please include a link to where the video is hosted OR upload a .mov, .wmv, .wav, or .mpg file.
    • Entrants may submit an unlimited number of entries. Entries may be submitted in multiple categories, as appropriate; each additional category/component must include separate forms and entry fees and will be assigned individual Dropbox folders. An organization can access their folder anytime through 5 p.m. on the day of their entry deadline (see below).
    • IMPORTANT DEADLINES: Based upon whether an early or final entry has been submitted, entrants must be mindful of differing deadlines. Please follow the deadlines listed below.
      • Early: Entry files must be uploaded to assigned Dropbox folder by 4 p.m. Friday, March 6th 2020
      • Late: Entry files must be uploaded to assigned Dropbox folder by 5pm Tuesday, March 24th 2020.
    • Once you have uploaded your files to your assigned Dropbox folder, please send an email to [email protected] to notify that you have submitted files. We will reply with a confirmation.
    • In the event that a judge has trouble opening your files in the designated formats, you will be contacted and asked to submit in a different format. You will have three (3) business days from the time you receive the request to submit the new file via email.
    • Entries not submitted as described above may be disqualified. Additional information about the entry preparation process can be found below and online at wprsacolorado.org,

    www.prsa.org/Awards/BronzeAnvil or www.prsa.org/Awards/SilverAnvil.

    Step 3: Each organization must include a Manifest Folder for each entry containing the following:

    • Entry Summary
    • Organization’s color logo (.eps or .png format preferred)
    • Name of individual(s) and organization to be on the award for entry (no more than two lines, 32 characters per line)
    • A 100-word description and photos of entry. This will be used to describe and display your entry if it receives an award. Please clearly label each summary and photos with the entry category and title.
    • A 140-character description of the entry.
    • Entry contact name, phone number and email address


    *Example of folders/files within Dropbox:

    Dropbox Folder: (Link sent to individual organizations from PRSA Colorado)

    • XYZ PR Company_Campaign_9C_ Avoiding Crisis

    Within this folder:

    • Manifest Folder
    • Campaign_9C_Avoiding Crisis_Joe Smith PR
      • Avoiding Crisis Summary
      • Avoiding Crisis Supplemental Materials
        • X
        • X
        • X

    Entry Folder:

    Within Entry Folder:

    Within Entry “Campaign_9C_Avoiding Crisis_Joe Smith PR” sub folder:

    Please note that entries will become the property of PRSA Colorado and may be displayed at the Gold Pick Awards event or online at www.prsacolorado.org. PRSA Colorado reserves the right to use entries or a reproduction of entries in part or in full to promote future PRSA Colorado Gold Pick Awards and/or to provide a resource of successful programs for educational purposes.


    PRSA Colorado demands the highest standards for Gold Pick judging. For 2020 entries – submitted for the 2019 program – third-party judging will be conducted by the PRSA Pittsburgh Chapter. Judges will be seasoned public relations and marketing professionals, with four years or more of practice and/or their APR. Three judges, at least one with 10 years or more of practice or APR, will judge each entry. Professionals with a wealth of experience in specific category topics will judge entries in that category. Conversely, judges who have little experience in an entry’s category topic will instead seek out submissions that reflect their area of expertise.

    Judges closely follow the guidelines outlined in the Call for Entries as well as the judging criteria for campaign and component entries. Please note that some categories may not receive awards if the judges determine the entries do not merit recognition. Judges’ decisions are final. Complete details on judging criteria are available here.

    Additional Awards

    Grand Gold Pick Award

    The annual Grand Gold Pick Award goes to the “best in show” campaign entry that receives the highest overall score of the year.

    Small Practice Award

    Sole practitioners, small practices and freelancers may compete for the Small Practice Award, recognizing the efforts of practitioners whose entire 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 will receive this honor.

    Nonprofit Award

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

    Call for Entries Questions

    Contact: Tassi Herrick at [email protected] or [email protected].

    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 and 10 point typeface.

    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 diciplines.

    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 programes or events, such as commemorations, observances, openings, yearlong anniversaries, celbrations, 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 perios 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 it's 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.


    Component awards recognize outstanding public relations tactics, the individual items or components of programs and campaigns. Please note that a component entry is restricted to a one-page summary with one-inch margins and 10-point typeface.

    Traditional Media:

    1. Media Relations – Consumer Products

    • 1A. Consumer Products
    •     1AA. Health Care
    •     1AB. Technology
    •     1AC. Food and Beverage
    •     1AD. Packaged Goods
    •     1AE. Non-Packaged Goods
    •     1AF. Other (Categories Not Elsewhere Defined)
    • 1B. Consumer Services
    •     1BA. Travel and Tourism/Hospitality
    •     1BB. Health Care Services
    •     1BC. Financial Services
    •     1BD. Other (Categories Not Elsewhere Defined)
    • 1C. Business-to-Business
    •     1CA. Professional and/or Financial Services
    •     1CB. Products
    •     1CC. Other (Categories not elsewhere defined)
    • 1D. Associations
    • 1E. Nonprofit Organizations
    • 1F. Government



    Tactics, programs and events driven entirely by media relations. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with the one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. Upload .mov, .wmv, .wav, or .mpg files or provide YouTube/Vimeo links to any television or radio coverage. The Packaged Goods subcategory refers to traditional consumer products sold in packages, such as food products, pet products, household goods, toiletries, cosmetics, etc. The Non-Packaged Goods subcategory refers to consumer products, such as clothing, appliances, furniture, etc.

    2. Feature Stories*

    Feature articles that have been written by a practitioner, and submitted and published through his/her efforts. Submit text of feature article, as well as documentation of publication and placement. The one-page summary should include target audience, measurable objectives and any documented results.

    3. Editorials/Op-Ed Columns*

    Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication. The one-page summary should outline measurable objectives, audience, results and budget.

    Online Communications:

    4. Websites

    • 4A. External
    • 4B. Internal/Intranets
    • 4C. Online Media Room

    Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites. Online media rooms should be for media only.

    5. Webcasts

    Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit the one-page summary and upload .mov, .wmv, .wav, or .mpg files or provide YouTube/Vimeo links of the webcast, as well as the actual site URL.

    6. Social Media

    • 6A. Consumer Products
    • 6B. Consumer Services
    • 6C. Business-to-Business
    • 6D. Associations/Government/Nonprofit Organizations

    Use of social media, including Facebook, Twitter, LinkedIn, Google+, Pinterest, etc., as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites.

    7. Blogs

    Web-based journals, or blogs that communicated 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.

    8. Blogger Campaigns

    A proactive outreach to the blogger community on behalf of a product, service or organization. The one-page summary should include rationale for blogger outreach strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a copy of (a) the outgoing messages and (b) the resulting blog entries either as uploads and/or the actual site URLs.

    9. Smartphone/Tablet Applications

    Use of smartphone and/or tablet applications as part of a public relations program. Include copy and any images of key pages to support your one-page summary. Additionally, include brief instructions on how to download the application.


    10. Word-of-Mouth

    Tactics that get key audiences talking or provide an avenue for conversation through the use of different techniques, such as viral marketing, sampling programs, loyalty programs, etc.

    11. Creative Tactics

    • 11A. Consumer Products
    • 11B. Consumer Services
    • 11C. Business-to-Business
    • 11D. Associations/Government/Nonprofit Organizations

    Unconventional, creative tactics or approaches used as part of a public relations program. Documentation of how the tactic specifically contributed to the measurable results of the campaign should be included in the one-page summary. (Photographic and/or video representation of any physical objects should be uploaded.)

    12. Press Conferences

    One-time events held specifically to announce news to target media about a product, service, issue or organization. A series of events or a multi-day effort does not belong in this category. The one-page summary should address logistics, execution and quantifiable measures that demonstrate how the press conference achieved its stated objectives.

    13. Press Kits/Media Kits

    News releases, photographs and other background information compiled for an organization, product or issue. Submit photographic and/or video representation of the press kit or media kit along with the one-page summary.

    14. Online Videos

    Pre-produced videos distributed online to inform target audiences of an event, product, service, issue or organization. Entries may consist of an edited video and one of any sound bites. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

    15. Satellite Media Tours

    Live broadcasts offered to and aired by television stations to inform target audiences about an event, product, service or organization. Entries may consist of one or two uploads of the representative placements. The one-page summary should include statistics or other means of quantified measurement to support stated objectives.

    16. Public Service Announcements

    Productions of one minute or less distributed as unpaid public service announcements. Single productions or a series addressing the same issue. Video, audio and print PSAs may be uploaded. For print PSAs, single ads or a series of ads addressing the same issue may be submitted but electronic copies of the actual print PSA must be included in the entry. The summary should include documentation of results.

    17. Video Programs

    • 17A. Internal/Intranet
    • 17B. External

    Video programs targeted either toward internal audiences such as employees, members, etc., or directed primarily at external audiences. Entrants should upload programs as a reasonable representation. The summary should include documentation of results that support stated objectives.

    18. Newsletters

    • 18A. Print
    • 18B. Digital

    Publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Upload samples of three consecutive issues, along with a one-page summary.

    19. Brochures

    • 19A. Print
    • 19B. Digital

    Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Upload a sample of one copy of the publication, along with the one-page summary.

    20. Magazines

    • 20A. Internal Audiences Primarily
    • 20B. External Audiences Primarily

    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.

    21. Publications

    • 21A. Single Issue Newsletters/Booklets/Calendars
    • 21B. Books

    Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Upload a sample of one copy of the publication along with the one-page summary.

    22. Annual Reports

    • 22A. Business
    • 22B. Associations/Government/Nonprofit Organizations

    Publications that report on an organization’s annual performance. Upload a sample of one copy of the publication, along with a one-page summary.

    23. 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 target audience recipients resulting solely from the sponsor’s communication should be detailed in the summary. Upload a sample of one copy of the publication along with a one-page summary.

    24. Speeches*

    Upload text of speech along with a one-page summary. Summary should include information about the audience, purpose of speech and any documented results against the stated objectives.

    25. Advertorials*

    Paid advertising written as editorial matter to gain support for a product, issue, program or organization. Upload text of editorial matter and documentation of publication. The one-page summary should include target audience, measurable objectives and budget.

    26. Research/Evaluation

    Research that provides a meaningful contribution or input to a public relations program, or an evaluation documenting the value or benefit of a public relations program or tactic. Sample of the methodology and findings of any research should be uploaded, along with a one-page summary. One-page summaries for evaluations should detail how and why this method is unique and valuable.

    *Entries in categories 2 – Feature Stories, 3 – Editorials/Op-Ed Columns, 24 – Speeches and 25 – Advertorials must be written in their entirety or substantively by the entrant, and not merely “pitched.”