Campaign Judging | PRSA Tri-Cities

2025 PRSA Tri-Cities Awards Competition Campaign Judging Form

Judge First Name

Judge Last Name

Entry ID

Name of Entrant/Organization

Research (10 points possible)

Research is the foundation for effective strategic public relations planning. It is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions, and check the public relations consequences.

Use of Research (Excellent, Average, Needs Improvement)

4 POINTS: Research methods are clearly identified, chosen methods are appropriate for the project and purpose, and methods are described clearly and in adequate detail.

1-2 POINTS: Research methods are identified and appropriate for the project or purpose but lack clarity and/or detail in their description.

0 POINTS: Use of Research Research methods are not identified or are not appropriate for the project or purpose.

If choosing 1-2 points, please identify which (1 or 2)

Research Results (Excellent, Average, Needs Improvement)

3 POINTS: Research results are clearly summarized.

1-2 POINTS: Research results are loosely summarized.

0 POINTS: Research results are not included or poorly summarized.

If choosing 1-2 points, please identify which (1 or 2)

Research Impact (Excellent, Average, Needs Improvement)

3 POINTS: Research results demonstrably affected the creation or implementation of target audience definition, metrics, project objectives, strategies, or tactics.

1-2 POINTS: Research results may have affected the creation or implementation of target audience definition, metrics, project objectives, strategies, or tactics.

0 POINTS: Research did not affect the creation or implementation of target audience definition, metrics, project objectives, strategies, or tactics.

If choosing 1-2 points, please identify which (1 or 2)

Comments on Research

Research Points (out of 10 possible):

Planning Judging (10 points possible)

Successful public relations programs require proactive, strategic planning. This planning includes measurable objectives, is grounded in research and is evaluated for return on investment.

Target Audience (Excellent, Average, Needs Improvement)

2 POINTS: Target audiences or publics are identified.

0 POINTS: Target audiences or publics are not identified.

Identification of Goals (Excellent, Average, Needs Improvement)

2 POINTS: Entry identifies at least 1 goal.

0 POINTS: Entry identifies 0 goals.

Identification of Objectives (Excellent, Average, Needs Improvement)

4 POINTS: Entry identifies at least 1 objective.

1-3 POINTS: The objective is missing one or more of the key elements.

0 POINTS: Entry identifies 0 objectives.

If choosing 1-3 points, please identify which (1, 2 or 3)

Identification of Strategies (Excellent, Average, Needs Improvement)

2 POINTS: The entry identifies at least 1 strategy that clearly supports an objective.

0 POINTS: The entry identifies 0 strategies, or there are no strategies that clearly support an objective.

Comments on Planning

Planning Points (out of 10 possible):

Implementation/Execution (10 points possible)

Implementation: Executing the plan and communicating

Tactics: The exact activities and methods used at the operational level to implement a strategy and reach an objective.

Tactics: (Excellent, Average, Needs Improvement)

2 POINTS: Specific tactics are identified, appropriate to the project, and described in adequate detail.

1 POINT: Specific tactics are identified and appropriate to the project but lack clarity or adequate detail in their description.

0 POINTS: Specific tactics are not identified or are not appropriate to the project.

Relevance of Tactics to Meeting Objectives: (Excellent, Average, Needs Improvement)

3 POINTS: At least one tactic is thoroughly described and there is a strong, logical explanation for why it was chosen to support the strategy and meet the objective(s).

1-2 POINTS: At least one tactic is described but the explanation for why it was chosen to support the strategy and meet the objective(s) isn’t very strong.

0 POINTS: No tactics or tactics are not thoroughly described and/or lacks explanation for why they were chosen to support the strategy and meet the objective(s).

If choosing 1-2 points, please identify which (1 or 2)

Appropriateness of Tactics for Addressing the Audience: (Excellent, Average, Needs Improvement)

3 POINTS: There is a strong, logical explanation for why at least one tactic makes sense for the audience.

0 POINTS: There is not a strong, logical explanation for why at least one tactic makes sense for the audience.

Use of Resources: (Excellent, Average, Needs Improvement)

2 POINTS: Resources are clearly identified and described in adequate detail.

1 POINT: Resources are identified but lack clarity and/or adequate detail in their description.

0 POINTS: Resources are not identified.

Comments on Implementation/Execution

Implementation/Execution Points (out of 10 possible):

Evaluation/Results Judging (10 points possible)

Evaluation measures the effectiveness of the project or program against the established objectives and metrics, demonstrates return on investment, and provides information to refine future public relations strategies.

Examples Provided: (Excellent, Average, Needs Improvement)

4 POINTS: Evidence is presented describing how ALL identified objectives were exceeded, met, or not met.

1-3 POINTS: Evidence is presented describing how SOME objectives were exceeded, met, or not met.

0 POINTS: Evidence is not presented describing how objectives were exceeded, met, or not met.

If choosing 1-3 points, please identify which (1, 2 or 3)

Measurement Methods: (Excellent, Average, Needs Improvement)

4 POINTS: Specific quantitative OR qualitative measures are identified. Results are clearly described.

0 POINTS: Specific measures are not identified, or results are not described.

Outcome vs. output: (Excellent, Average, Needs Improvement)

2 POINTS: Changes in awareness, opinions, behavior, or support clearly identified.

0 POINTS: Changes in awareness, opinions, behavior, or support not identified.

Comments on Evaluation/Results

Evaluation/Results Points (out of 10 possible):

Overall Scores

Research Points (out of 10 possible):

Planning Points (out of 10 possible):

Implementation/Execution Points (out of 10 possible):

Evaluation/Results Points (out of 10 possible):

TOTAL POINTS (out of 40 possible)

Judge Comments

Award Entry Suggestions for Improvement:

Award Entry Strengths:

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