Our PRSA Awards Program celebrates the best and brightest communicators in our region!

Please see below for the 2025 Awards contest information.

2025 PRSA Tri-Cities Awards Rules & Information

Eligibility

• Awards submissions must represent work that was completed between Jan. 1 - Dec. 31, 2024.

• Each entry should include measurable objectives and evaluation of progress against those objectives. 

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Competition Rules

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• Carefully follow the Method of Entry instructions for each category.

• Each entry must be accompanied by its own Entry Form and entry fee.

• Information requested on the official Entry Form must be submitted with each entry.

• Choose the most appropriate category for your entry; however, a project may be entered in multiple categories.

• All entries must be submitted online at this page.

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Entry Deadline:

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• The deadline for entries is Wednesday, February 12, 2025.

• There is a late deadline of Wednesday, February 19, 2025.

• Entries received February 13-19 will be assessed a $15 late fee per entry.

• No entries will be accepted after the late deadline. No exceptions.​
   

Entry Fees:

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• PRSA member's first entry: $40

• Each additional PRSA member's entry: $35

• Non-PRSA member's first entry: $60

• Each additional Non-PRSA member's entry: $55

• Student/PRSSA member's entry: $5

• Rod Irvin & PR Professional of the Year nominations: $40

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Awards Notification and Retrieval:

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• Winning entries will be announced at the annual chapter awards ceremony.

• One award will be provided for each winning entry.

• Winners who are not at the ceremony may pick up their awards at the next PRSA Tri-Cities chapter meeting or make other arrangements by contacting Betty Payne, Awards Programming Director (Contact information below.)

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Awards Competition Contact: 

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Betty Payne | PRSA Tri-Cities Chapter Awards Programming Director 

423-229-4965

bpayne@eastman.com

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ENTRIES

Overview

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• There are three types of entries: Campaign, Tactic and Individual Awards.

• Each entry should include measurable objectives and evaluation of progress against those objectives. 

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Method of Entry for Campaign & Tactic Categories

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• Each Campaign entry must include a two-page, single-spaced entry summary (uploaded with the Entry Form).

• Each Tactic entry must include a one-page, single-spaced entry summary (uploaded with entry form).

• Summaries exceeding two pages for Campaign entries or one page for Tactic entries will be disqualified.

• Type size must be 10-point font or larger. Smaller type will be disqualified.

• Only one entry per Entry Form.

• ​​Entries will be processed and given to judges as they are received.

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CAMPAIGN CATEGORIES

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Honoring the Campaign:

Campaign awards are based upon the same judging criteria as required by the national PRSA Silver Anvil competition. These awards represent a comprehensive communications/public relations program or campaign characterized by a broad range of separate, though consistent and related, elements implemented over a period of time. A campaign can include a number of items listed in the Tactics Categories, as well as other collateral material.​

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Your two-page summary should be uploaded as a PDF attached to your Entry Form.

It should begin with:

• Introduction: Include a brief situation analysis for the campaign. The introduction should be followed by addressing each of the four entry criteria: insights and analysis, planning, execution and evaluation.

• Insights and Analysis: Describe the method(s) used to identify the problem or opportunity and the approaches likely to achieve desired results.

• Planning: Explain objectives, audiences, strategies and techniques developed to meet the objective and difficulties encountered. Originality and timeline will be considered. Advertising dollars may not exceed 20% of the budget or program.

• Execution: Describe execution, materials, techniques to win support, success in confronting challenges and effective use of resources.

• Evaluation: Explain the degree to which the entry met its objectives and the efforts made to identify, analyze and quantify results.

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Campaign Categories:

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Category 1 | Community Relations:
1A. Associations/Non-Profit Organizations​

1B. Government

1C. Business​

Includes programs aimed at winning the cooperation of, and improving relations with, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity.

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Category 2 | Crisis Communications: 
Includes programs undertaken to deal with an unplanned event that required an immediate response. ​

Category 3 | Events and Observances:

More Than 7 Days

3A. Associations/Government/Nonprofit Organizations

3B. Business

7 or Fewer Days

3C. Associations/Government/Nonprofit Organizations

3D. Business​

Includes virtual or in-person programs or events, such as commemorations, observances, conferences, openings, anniversaries, celebrations or other special activities.​​​​​

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Category 4 | Integrated Communications: NEW for 2025

4A. Associations/Nonprofit Organizations

4B. Government

4C. Business to Business

4D. Consumer Products

4E.  Consumer Services​

Includes creative and effective integrated campaign, along with other marketing or communications including paid, earned, shared and owned efforts. Demonstrate the meaningful PR/communications components and how they integrated with other disciplines.​

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Category 5 | Internal Communications:
5A. Associations/Government/Nonprofit Organizations 
5B. Business
Includes programs targeted specifically to special publics directly aligned with an organization, such as employees, members, affiliated dealers, and franchisees. 
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Category 6 | Diversity, Equity and Inclusion:

Efforts devoted to promoting inclusivity and/or dismantling discrimination for racial, ethnic, religious, or sexual orientation and gender differences.

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Category 7 | Climate Action & Environmental Sustainability: NEW for 2025

This honors excellence in energy efficiency, natural resources, programs, and campaigns that limit greenhouse gas emissions, minimize waste and contamination, protect and restore ecosystems, and contribute to the adaptation to climate change.

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Category 8 | Corporate Citizenship: NEW for 2025

This celebrates campaigns and programs that ignite individuals, technology and partnerships to create positive impact for society at the local, national or international level; including but not limited to areas such as poverty, hunger, housing, health and well-being, climate, equity, education, and human rights.

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Category 9 | Multicultural Public Relations: NEW for 2025

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

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Category 10 | Public Affairs:

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.

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Category 11 | Public Service:

11A. Associations/Government/Nonprofit

11B. Business

11C. Partnerships (Funded jointly by businesses and other organizations, including nonprofit and government)

Includes programs that advance public understanding of societal issues, problems or concerns.

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​​TACTIC CATEGORIES

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Honoring the Tactic:

Tactic awards, which parallel the National PRSA Bronze Anvil competition, recognize outstanding communications tactics that contribute to the success of overall programs or campaigns. They are for a single item entry, typically oriented to a single issue. It may stand alone or be one part of an overall program.

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Supporting Materials:

Along with the Entry Form and one-page summary, upload any supporting materials such as photographs, media clips, collateral, etc in PDF format.

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Tactic Categories:

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Category 12 | Paid Media: Paid Promotions: NEW for 2025

Use of sponsorships, paid placements, or other marketing communications tactics that complement a broader public relations strategy or approach and generate exceptional ROI. These efforts should be targeted and strategic, and ultimately demonstrate a distinct purpose that aligns with the goals of an overview campaign or specific desired outcome.

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Category 13 | Earned Media: Media Relations: NEW Sub-categories for 2025

13A. Associations/Nonprofit Organizations

13B. Government

13C. Business-to-Business

13D. Consumer Products

13E. Nonpackaged Goods

13F. Packaged Goods

13G. Consumer Services

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

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Category 14 | Earned Media: 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. Articles must be written in their entirety or substantively by the entrant, and not merely “pitched.”

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Category 15 | Earned Media: Executive Communications

Positioning of an executive at any level across earned, owned, and shared platforms. The one-page summary should include information about the executive and stated objectives, quantification of results, and copies of significant placements, social media, posts, or memos.

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Category 16 | Shared Media: Social Media

16A. Single Channel Use

16B. Multichannel Use

How did you use social media to tell a story or connect with an audience? Share screenshots or links to your work and provide detailed results focusing on engagement and conversions, where applicable.

Category 17 | Owned Media: Websites

Use of a website as part of a communications or content marketing program. Include screen grabs or copies of key pages to support your one-page summary. Additionally, include the website URL for external sites and how the site met or exceeded your communications benchmarks.

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Category 18 | Owned Media: Non-Traditional Tactics: NEW for 2025

Innovative, unconventional and 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 to be fully considered in this category.)

Category 19 | Owned Media: Annual Reports

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

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Category 20 | Owned Media: Blogs/Vlogs

Web-based journals, or blogs, that communicated to a target audience. 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.

Category 21 | Owned Media: Newsletters

Publications — digital or print — designed, written and published/distributed 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 including goals and results.

Category 22 | Owned Media: Single-Issue Publications

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 including goals and results.

Category 23 | Owned Media: Magazines

Publications designed to provide in-depth information about an organization or topic on a regular basis (print, digital only and both will be considered). 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 including goals and results.

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Category 24 | Owned Media: Video

Produced videos to inform target audiences of an event, brand, product, service, issue or organization. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

Category 25 | Owned Media: Podcasts

How did you tell your story — was the purpose to teach or share? Was it intended for internal or external audiences and was there engagement on multiple platforms? Provide goals, results, and listener feedback.

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STUDENT PROJECTS​​​

Category 26 | Student Projects:

This may include projects, campaigns and case studies completed as part of a practicum or internship. A $5.00 entry fee is required for student projects. Student projects will be judged against other student projects.

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INDIVIDUAL AWARD CATEGORIES​

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Category 27 | Public Relations Professional of the Year:​​

This award honors an individual or group who, in the previous year, represented the best in public relations as an outstanding communicator(s) or influencer(s), establishing or reinforcing the mutually beneficial relationship between an organization and the public or otherwise impacting communications landscape.

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Submission Requirements:

• Complete an entry form.

• Two-page summary of the accomplishments and qualifications of the individual or group that addresses the judging criteria.

• Two letters supporting the nomination. These letters should come from people who have knowledge of and involvement with these extraordinary accomplishments and/or contributions.

• The nominee's professional bio or summary of the group.

• The nominee's headshot or appropriate group photograph.

• There is a $40 entry fee for this nomination.

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Category 28 | Communicator of the Year

The Communicator of the Year award goes to an individual from the Tri-Cities who has demonstrated communications excellence and is not a communications/public relations professional. This award will honor a person whose contributions have occurred in part, or in whole, because of particularly effective work in the areas of public relations, marketing, media relations, or general communications.

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Submission Requirements:

• Complete an entry form.

• Two-page summary explaining why this person should receive the Communicator of the Year award.

• The nominee's professional bio.

• The nominee's headshot.

• There is no entry fee for this nomination.​​

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Category 29 | Rod Irvin Excellence in Public Relations

This award is designed to honor an individual who exemplifies integrity, creativity, leadership, community involvement, and whose work has upheld the finest standards of the PRSA. The award is named in honor of Rod Irvin, APR, who was a founding member of both the PRSA Tri-Cities Chapter and the Volunteer Chapter in Knoxville. He served in several PRSA positions at the national, regional and local levels, along with numerous community roles.

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Submission Requirements:

• Must be Tri-Cities based and a member of PRSA Tri-Cities Chapter

• Complete an entry form

• Two-page narrative explaining how the nominee meets the requirements listed above

• The nominee's professional bio 

• The nominee's headshot

• There is a $40 entry fee for this nomination.

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SUBMISSIONS GUIDELINES & TIPS​

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• All entries must be submitted online.

• An entry may be submitted in multiple categories, provided it applies to the specific criteria stated within each category. A separate entry fee will be applied to each entry.

• Each entry must include a fully completed Entry Form. Make sure the correct category and sub-category are listed, along with the title of the entry. A 100-word description of the program/submission must be included on the Entry Form.

• Upload Supporting Materials with each Entry Form. Acceptable file formats include jpg, tif, or hi-res pdf files. The absence of relevant meaningful supporting materials will result in significantly lower scores.

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CAMPAIGN AWARD ENTRIES GUIDELINES & TIPS

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Two-Page Summary

• For Campaign Categories, the two-page summary is the single-most important component of your entry. It should begin with a brief situation analysis for your program, followed by addressing each of the four entry criteria—insights and analysis, planning, execution, and evaluation.

• Two-Page Summaries should be uploaded as PDFs. Pages should be no larger than 8.5 x 11 inches with a minimum of 10-point font and one-inch margins.

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Insights and Analysis

• What methods/strategies/tools were implemented to arrive at your insights into and analysis of the campaign?

• What type of research did you use — primary, secondary or both — to arrive at your insights/analysis? Primary research involves original research, including focus groups, interviews, data and analytics software and surveys. Secondary research involves searching existing resources for information or data related to a particular need, strategy or goal (e.g. online computer database searches, web-based research, library searches, industry reports, and internal market analyses).

Planning

• How did the plan correlate to the insights gathered at the end of the campaign?

• 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 any difficulties encountered?  If so, how were they handled?

• Were other organizations involved?

• Were nontraditional public relations tactics used, such as advertising? (Unless you are entering this program under “Integrated Communications,” advertising costs should not exceed one-third of the budget.)

Evaluation

• What methods of evaluation were used?

• What were your results?

• How did the results compare to the specific, measurable objectives you identified in the planning section?

• How well do the results reflect original strategy and planning?

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TACTICS AWARD ENTRIES GUIDELINES & TIPS

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One-Page Summary

• The One-Page Summary is the single most important component of the Tactics Award Entry.

• It should be uploaded as a PDF.

Judging Criteria

• Judges will evaluate Tactic Award Entries on four key areas: Planning/Content, Creativity/Quality, Technical Excellence, and Results. (Media Relations categories are not judged on technical excellence.)

• Within the four judging areas, the summary should include measurable objectives, target audience, 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.

Supporting Materials

• Supporting documents and backup materials should be uploaded as requested in each individual category, e.g. PDFs, videos, audio, video links, website URLs, etc.

• Uploaded documents should be uploaded as PDFs. Pages should be no larger than 8.5 x 11 inches with a minimum of 10-point font and one-inch margins.​​​​​​​​​​​​​​​​​​​​​​​​

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Submit Your Application!​

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We welcome your submission in the 2025 competition! 
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After reading the above information and compiling your submission items, use the button below to apply and pay the required fees (required after completing submission form).