Bronze InSpire Awards

The Bronze InSpire Awards recognizes outstanding public relations tactics, the individual items or components of programs or campaigns.

How to Prepare Your Entry

All entries must be registered online to be considered. Entrants must select a single category per entry. However, entrants may choose to enter their program in more than one category, provided the entry applies to the specific criteria stated within that category. The entry must be submitted with a separate, category-appropriate, one-page summary (see description below), entry form, and tactic, as well as a separate entry fee for each additional category entered. In deciding which category is most appropriate, entrants should examine tactic objectives and target audiences. Judges will not move entries into other categories.

One-page summary (include planning/content, creativity/quality, technical excellence and results)

A concise summary - no longer than one typewritten page - must accompany the entry. The one-page summary is the single-most important component of the Bronze InSpire Award entry. Judges evaluate the tactic on four key areas - planning/content, creativity/quality, technical excellence and results. (Media relations categories are not judged on technical excellence.) Within these areas, the summary should include measurable objectives, target audiences, budget and any other specific information requested in the individual category. Results - qualitative, quantitative or both - should provide evidence of how the stated measurable objectives were met and how the entry impacted the success of a broader or ongoing program. The one-page summary should be no smaller than a 10-point typeface and one-inch margins.

Enclose a copy of the tactic (as requested in the individual category).

Binders are not required. However, if your entry requires a binder to contain the materials you submit, it should have a maximum standard one-inch spine.

Final Checklist

Remember to enclose the following for Bronze InSpire Award consideration:

1. Printed confirmation e-mail from the online entry form (required, one per entry). If you are not paying online with credit card, please enclose a check made payable to NCPRSA.
2. Entry (tactic as requested in the individual category)
3. One-page summary (required, minimum of 10-point typeface and one-inch margins)

Mail your printed confirmation e-mail from the online entry form, copy of the tactic, one-page summary and payment (if paying by check) to:

S&A Cherokee
301 Cascade Pointe Lane
Cary, NC 27513

Bronze InSpire Award Categories

Traditional Media:

1. Media Relations

Tactics, programs and events driven entirely by media relations for a consumer product or service, business-to-business, association, nonprofit organization or government agency. 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. TV coverage should be submitted on a DVD and radio coverage on a CD.

2. Feature Stories^*

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

3. Editorials/Op-Ed Columns^*

Opinion articles written as an editorial, guest column or letter 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. Podcasts

Audio or video programs/shows produced solely as podcasts downloadable for play on MP3 players. The one-page summary should include rationale for podcasting strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a copy of the actual podcast being entered on a CD/DVD or USB flash drive.

5. Web Sites

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

6. Webcasts

A media file distributed over the Internet using streaming media technology. May be live or recorded. Submit the one-page summary and a DVD of the Webcast, as well as the actual site URL.

7. Multi-Media Communications

Use of multi-media technology (media kit, newsletter, annual report, brochure and/or direct mail) to produce traditional public relations tactics. Submit the one-page summary and CD-ROM of the tactic to reflect its quality, execution and technical excellence.

Please note: PRSA does not have Multi-Media Communications as a separate category in its 2009 Bronze Anvil awards program. Please refer to the PRSA Bronze Anvil category list for the respective digital or online tactic (i.e. digital press kit in category 17D) if you want to submit a multi-media communications entry for a national award.

8. Social Media

Includes blogs, blogger campaigns, smartphone applications, Web widgets and word-of-mouth tactics. A blog is a Web-based journal that communicates either a corporate, public service or industry position. A blogger campaign is proactive outreach to the blogger community on behalf of a product, service or organization. Word-of-mouth is a tactic that gets key audiences talking or provides an avenue for conversation through the use of different techniques such as viral marketing, sampling loyalty programs, general word-of-mouth marketing, street marketing, etc.

The one-page summary should include rationale for social media strategy, target audiences and statistics, or other means of quantifiable measurement to support stated objectives. For a blog, include screen downloads of the blog being entered, as well as the actual site URL, as part of the story. For a blogger campaign, include a copy of the outgoing messages and the resulting blog entries either printed or on a CD. For a word-of-mouth entry, submit any supporting documentation.

The use of smartphone applications or Web widgets must be 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 or Web widget.

Tactics:

9. Creative Tactics

Unconventional, creative tactic or approach 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. (If objects are large or bulky, a photograph or video representation should be sent.)

10. Press Conferences

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

11. Press Kits/Media Kits

News releases, photographs and other background information compiled for an organization, product or issue. Submit one copy of the press kit or media kit along with the one-page summary. (For online or electronic versions, enter category 7 for multi-media press kits/media kits.)

12. Video News Releases

Pre-produced videos distributed to television stations to inform target audiences about an event, product, service or organization. Entries may consist of edited DVD and sound bites on a single DVD. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

13. B-Roll

Includes video footage - with or without audio - distributed to television stations for use in stories about an event, product, service, issue or organization. Entries may be submitted on a single DVD or standard VHS. The one-page summary should include usage statistics and other means of quantified measurement to support stated objectives. (Video footage edited and produced as a packaged news story/feature with audio should be entered in category 12 - Video News Releases.)

14. 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 of the representative placements on a single DVD. The one-page summary should include statistics or other means of quantified measurement to support stated objectives.

15. Public Service Announcements (PSAs) - Television, Radio, Print

Audio or video productions of one minute or less distributed to television or radio stations, or print ads distributed to newspapers and/or magazines as nonpaid announcements. Single productions or a series addressing the same issue may be submitted on a single CD/DVD. Single ads or a series of ads addressing the same issue may be submitted but copies of the actual print PSA must be included in the entry. The one-page summary should include documentation of results that support stated objectives.

16. Internal / External Video Programs

Video programs targeted toward external or internal audiences. Entrants should submit programs on a DVD as a reasonable representation. The one-page summary should include documentation of results that support stated objectives.

17. Audio Programs

Submit CD, DVD or USB flash drive along with the one-page summary. Summary should include usage statistics or other means of quantified measurement to support stated objectives.

18. 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 along with the one-page summary. (For online or electronic versions, enter category 7 for multimedia newsletters.)

19. Brochures

Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Submit one copy of the publication along with the one-page summary. (For online or electronic versions, enter category 7 for multi-media brochures.)

20. Magazines

Publications designed to provide in-depth information about an organization or topic on a regular basis. Magazines typically are differentiated from newsletters by the number of pages and length of articles. Submit three consecutive issues along with the one-page summary.

21. Publications

Single-issue publications designed for a special purpose, such as single-issue newsletters, booklets and calendars. Books and other publications not eligible for consideration in other categories should be entered here. Submit one copy of the publication along with the one-page summary.

22. Annual Reports

Publications that report on an organization's annual performance. Submit one copy of the publication along with the one-page summary. (For online or electronic versions, enter category 7 for multi-media annual reports.)

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. Submit one copy of the publication along with the one-page summary.

24. Speeches^*

Submit text of speech along with one-page summary. Summary should include information on 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. Submit 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 included in the entry, along with the 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."

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