Silver InSpire Awards

The Silver InSpire Awards recognize organizations that have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. The organizations have created programs that incorporate sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.

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, two-page summary, binder and entry form, as well as a separate entry fee for each additional category entered. Entrants should examine program objectives and target audiences in deciding which category is most appropriate. Judges will not move entries into other categories.

Entries should be limited to one hardcover, three-ring binder no more than three inches thick. Pages should be no larger than 8 1/2" X 11" and have no smaller than a 10-point typeface and one-inch margins. The stiff-spine binder should be free of lettering, labels, drawings or other artwork.

A concise summary - no longer than two pages - must be included in the front of the binder. Each of the four criteria - research, planning, execution and evaluation - must be addressed. The two-page summary should be typed using no smaller than a 10-point typeface and one-inch margins. (See the two-page summary description in the section below.)

The binder should include any supporting materials referenced in the two-page summary. This more detailed information should be in tabbed sections behind the two-page summary. For example, if you reference a public relations planning document, a copy of the plan should be placed in the binder. Other examples of supporting materials are research reports, surveys, news releases, clippings and samples of tactical materials.

A 100-word summary about your program must be included. This will be used to describe your entry at the awards banquet if it receives an InSpire Award.

Two-page summary (include research, planning, execution, and evaluation)

The two-page summary is the single-most important component of the Silver InSpire Award entry. Judges evaluate the program on the merit of the four criteria - research, planning, execution and evaluation - that you share in your two-page summary. Please begin your entry by providing a brief situation analysis about your program.

The questions below are designed to help you write your two-page summary:

• Research
• What prompted the research? Was it in response to an existing problem or to examine a potential problem?
• What type of research did you use - primary, secondary or both? Primary research involves original research, including focus groups, interviews and surveys. Secondary research involves searching existing resources for information or data related to a particular need, strategy or goal (i.e., online computer database searches, Web-based research, library searches, industry reports and internal market analyses).
• How was the research relevant to shaping the planning process?
• How did the research help define or redefine the audience(s) or the situation?

• Planning
• How did the plan correlate to the research findings?
• What was the plan, in general terms?
• What were the specific, measurable objectives of the plan?
• Who were the target audiences?
• What was the overall strategy used?
• What was your budget?

• Execution
• How was the plan executed and what was the outcome?
• How did the activities flow, in general terms?
• What were the key tactics?
• Were there any difficulties encountered? If so, how were they handled?
• Were other organizations involved?
• Were non-traditional public relations tactics used, like advertising? (Unless you are entering this program under "Integrated Communications," advertising costs should not exceed one-third of the budget.)

• Evaluation
• What method(s) of evaluation were used?
• What were your results?
• How did the results compare to the specific, measurable objectives you identified in the planning section?

Final Checklist

Remember to enclose the following for Silver 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 (one binder, not to exceed 3 inches thick)
3. Two-page summary (minimum of 10-point typeface and one-inch margins)
4. 100-word summary statement

Mail your printed confirmation e-mail from the online entry form, binder, two-page summary, summary statement and payment (if paying by check) to:

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

Silver InSpire Award Categories

1. Community Relations

Includes programs that seek to win the support or cooperation of - or that aim to improve relations with - 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. (Campaigns designed to promote products should be entered in category 5.)

2. Reputation/Brand Management

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. (Campaigns designed to launch or promote a specific product or service launch or sales/marketing effort should be entered in category 5.)

3. Events and Observances

Includes programs or events scheduled for one or more days. Events may include commemorations, observances, openings, celebrations, year-long anniversary events or other special activities.

4. Public Affairs/Public Service

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. An entry could also include programs that advance public understanding of societal issues, problems or concerns (public service). (Similar programs conducted principally to enhance an organization's standing, or to otherwise serve its interests directly, will fall in category 2.)

5. Marketing - Consumer Products or Services, Business-to-Business

Includes programs designed to introduce new products or promote existing products or services to a consumer or business-to-business audience.

6. Crisis Communications/Issues Management

Includes programs that deal with an unplanned event which requires immediate response. Could also include programs dealing with issues that could extraordinarily affect ongoing business strategy.

7. Internal/Employee Communications

Includes programs targeted specifically to special publics directly allied with the organization (e.g., employees, members, affiliated dealers or franchisees).

8. Investor Relations

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

9. Multicultural Public Relations

For any type of program (e.g., institutional, marketing, community relations) specifically targeted to a cultural group.

10. Integrated Communications

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.

[ Call For Entries | Entry Information | Silver Awards | Bronze Awards |  Print ]