Call for Entries: 59th Annual PRism Awards

 

PRSA-LA announces the 59th annual PRism Awards -- the Los Angeles region's premier awards program recognizing excellence in public relations strategic campaigns, tactical programs and professional merit.  

PRism Awards recognition is open to agencies, companies in the private and public sectors, government institutions, nonprofits and independent practitioners who work in the Greater Los Angeles area or have recently completed assignments for LA-based clients. 

Both PRSA members and non-members are eligible to participate. Just a handful of Special Awards (see below) require PRSA-LA Chapter membership for nomination and/or acceptance. Submissions will be judged by a panel of qualified peers from another PRSA Chapter, and winners will be announced in October at the 59th Annual PRism Awards Show.

 

Important Submission Deadlines:

Earlybird Application Deadline 

Monday, July 17, 2023 11:59 p.m., Pacific Time

PRSA Members: $140 per entry

Non-Members: $180 per entry

 

 

Who Can Enter

 

The PRism Awards are open to all public relations practitioners who work in the Greater Los Angeles County area, Ventura County and Santa Barbara County, or who have completed work for clients based in those areas. Work must have been completed between July 1, 2022 and June 30, 2023.

For this year's three member-nominated Special Awards (Communications Professional of the Year, Communications Team of the Year, Joseph Roos Community Service Award), nominations must be made by a PRSA-LA chapter member in good standing, and only a PRSA-LA Chapter member may qualify for these honors.  In the case of team awards, this means that at least one member of a winning team must be a verified member of the PRSA-LA chapter.  Entry fees are greatly reduced for these highly competitive awards.  See the fees section for details.    

 

How to Enter

 

All entries must be submitted using the Online PRism Award Entry System. Only entries submitted through this system will be accepted. No hard copy award entries will be accepted. Additional information about the entry preparation process can be found in the Frequently Asked Questions.

Each entrant may submit an unlimited number of entries. Entries may be submitted in multiple categories as appropriate; each additional category must be entered separately and include a separate entry fee.

Entries become the property of PRSA-LA and will not be returned. Entries are not confidential. PRSA-LA reserves the right to use entries or a reproduction of entries in part or in full at the PRism Awards Show, to promote future PRism Awards and/or to provide a resource of successful programs for educational purposes.

PRSA-LA recommends that you secure approval from your client and/or employer prior to submitting an entry. PRSA-LA accepts all award entries assuming permission has been granted. Refunds will not be given and entries will not be disqualified if there is a complaint that an entry was submitted without authorization. Disputes involving clients, employers and submitters must be addressed by the parties. PRSA-LA will not mediate.

 

Entry Fees and Deadlines

Earlybird Application Deadline 

Monday, July 17, 2023 11:59 p.m., Pacific Time

PRSA Members: $140 per entry

Non-Members: $180 per entry

Regular Application Deadline 

Thursday, August 31, 2023 11:59 p.m., Pacific Time

PRSA Members: $180 per entry

Non-Members: $220 per entry

 

Judging

 

Standard awards entries will be judged by experienced public relations executives from a PRSA Chapter. The PRism Awards are very competitive; some categories may not receive awards if the judges determine the entries do not merit recognition. Judges evaluate all entries received for each category against one another and against objective standards of excellence.  Judges’ scores and award decisions are final.

Standard awards entries will be scored on the following criteria:

• Research: use of research (10%)
• Planning: program outline, audience and budget (10%)
• Execution: implementation, quality of work, creativity and budget allocation (50%)
• Results: overall success of the program; quantifiable results will earn higher scores (30%)

 

Communications Professional of the Year Award

 

This Award honors a single individual for their record of exceptional career achievement in the communications disciplines.  Only PRSA-LA members in good standing may nominate individuals for this honor, and the nominated individual must also be a PRSA-LA member.  The nomination process requires you to disclose the accomplishments of the nominee and provide a letter of support.  The winner is selected by a judging panel appointed by the PRSA-LA board of directors.    

 

Communications Team of the Year Award

 

This award honors a team of individuals for exceptional recent achievement in the communications disciplines.  Separate consideration is given for agency, corporate, and not-for-profit teams.  Only PRSA-LA members in good standing may nominate teams for this honor, and to be eligible at least one member of each nominated team must be a PRSA-LA member.  Nomination process requires you to disclose team size, annual budget (if known), overall business and communication goals for the organization, recent PR objectives, issues and achievements, and use of external resources.  Up to five pages of supporting material are accepted.  Winners are selected by a judging panel appointed by the PRSA-LA board of directors.    

 

Joseph Roos Community Service Award

 

This award honors a current PRSA-LA member for outstanding community service or activities, either for a single project or an ongoing program.  Only PRSA-LA members in good standing may nominate individuals for this honor.  Nomination process requires you to disclose the accomplishments of the nominee and provide a letter of support.  No fee is required to submit this nomination. The winner is selected by a judging panel appointed by the PRSA-LA board of directors.

 

Best of Show Award

 

From the winning entries, the judges will select an award for the coveted Best of Show Award to recognize the single entry deserving of such recognition.

 

President’s Award

 

The organization winning the most PRism Awards across all categories will be honored with the President’s Award. In the case of a tie, the total number of Awards of Excellence received by the organization will also be counted to determine the President’s Award winner.

 

Call for Entries Questions

 

Please see our Frequently Asked Questions (FAQ). If you are unable to find the answer you need there, please contact Melissa England, Recognition Committee Chair, at melissa.england@wonderful.com

 

Standard Award Categories

 

PRism Awards entry categories were significantly revised in 2018 to provide greater conformity to the Bronze and Silver Anvil Award categories maintained by PRSA National, with some modifications reflecting the uniqueness of the Greater Los Angeles market.  Industry-specific recognition is available in a variety of award categories.   

 

Strategic Campaigns & Programs

 

Campaign on a Shoestring Budget (<$10K)

Effective campaign delivered within the parameters of a limited budget.  Distinguished from a single PR tactic through use of multiple elements. Does not include staff time and overhead. 

 

Community Relations

Campaigns or programs that seek to secure engagement, support, cooperation or improved relations with an organization’s community or neighbors.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Corporate Social Responsibility

Programs that enhance corporate reputation and demonstrate a business approach to initiatives that positively impact society.  Campaigns to highlight the positive impact of an organization’s work delivering economic, social and environmental benefits to stakeholders.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Crisis Communications

Campaigns or programs implemented to manage an incident that threatened an organization’s reputation, operations or existence.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Diversity Communications

Campaigns or programs, of any kind, strategically targeted to or on behalf of a diverse community or cultural group.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Events & Observances

One-time program of limited duration designed to generate awareness with key audiences. Includes product launches, openings, celebrations, premieres, anniversaries, exhibitions, trade shows, kick-offs or other special observances.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

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.

 

Integrated Communications

Includes any program that demonstrates leadership of public relations strategies and tactics -- including digital media -- in a creative and effective integrated campaign, along with other marketing or communications disciplines. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Internal Communications / Employee Relations

Campaigns or programs developed to improve and facilitate communications within an organization in order to further the organization’s goals.

 

Investor Relations

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

 

Issues Management

Campaigns or programs aimed at early detection of and response to emerging trends or changes in the socio-political environment. Summary must help judges understand the issue from the standpoint of a stakeholder or member of an influential public.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Marketing

Campaigns or programs designed to publicize and promote new products or services, or existing products or services in the following areas:

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Pro Bono Program

Public relations program or campaign developed and executed at no charge on behalf of a cause or charity organization. May include one-time special events.

Public Affairs

Includes programs designed specifically 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.

• Association/Education
• Corporate/Business
• Government
• Not-for-Profit

 

Public Service

Campaigns or programs designed to educate the public about an issue affecting the community, including cause marketing campaigns or programs that link organizations with a special cause to advance public understanding of a social or environmental issue or concern.

• Association/Education
• Corporate/Business
• Government
• Not-for-Profit

 

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. Programs can be ongoing or a one-time project.

• Association/Education
• Corporate/Business
• Government
• Not-for-Profit

 

Tactical Programs

 

PAID Categories

 

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. Advertorial content must be written entirely or substantively by entrant, and not merely pitched.

 

Branded Content

Any form of advertising that uses “content” -- typically articles, videos, infographics both on websites and social media -- to support, represent or promote a product or service. Is indirect as a form of advertising because it doesn’t openly function as a vehicle for brand promotion. Placement is often paid. Summary should include research documenting selection of content channels used.  Upload supporting images or links to video.   

 

Influencer Marketing

Proactive outreach to an individual, whom an audience regards as a trusted source of information, on behalf of a product, service or organization. Summary should include rationale for 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 influencer communications. 

 

Sponsorship Activation

Sponsorships represent an alignment of shared values and goals between organizations, and can also be profitable marketing opportunities. Show how your sponsorship activation leveraged your investment while promoting brand synergy.  

 

EARNED Categories

 

Editorials & Op-Ed Columns

Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication. Summary should outline measurable objectives, audience, results and budget. Editorial content must be written entirely or substantively by entrant, and not merely pitched.

 

Feature Stories

Feature articles that have been written by a practitioner, and submitted and published through his/her efforts. May also include collaborative pieces, in which a practitioner enjoys a significant role in the development of specific published content. Submit text of feature article, as well as documentation of publication and placement. Summary should include target audience, measurable objectives and any documented results. Feature content must be written entirely or substantively developed by entrant, and not merely pitched.  

 

Media Relations

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 or provide YouTube/Vimeo links to any television or radio coverage.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

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 multiday effort does not belong in this category (for these, please use Strategic Campaigns > Events & Observances category). Entry summary should address logistics, execution and quantifiable measures that demonstrate how the press conference achieved its stated objectives.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

 

Press Kit / Media Kit

A collection of print and/or digital material, including news releases, photographs, videos, and other background information, compiled to share information about an organization, product or issue. Submit copy press kit or media kit along with summary.

 

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. Summary should include statistics or other means of quantified measurement to support stated objectives.

 

SHARED Categories

 

Social Media

Use of social media as part of a public relations program to communicate, influence, share information, or build brand awareness with constituent groups. Include screen grabs or copies of key pages and audience engagement analytics to support your summary. Include website URLs for external sites.

• Twitter Engagement
• Facebook Engagement
• YouTube Engagement
• Instagram Engagement
• LinkedIn Engagement
• Pinterest Engagement
• New Digital Platform

 

OWNED Categories

 

Annual Reports

Publications that report on an organization’s annual performance. Upload a sample of one copy of the publication.  Entries will primarily be judged on publication quality, not business ROI. 

• Association/Education
• Corporate/Business
• Government
• Not for Profit

 

Blogs

Web-based journals that communicate an official corporate, public service or industry position. 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 also be submitted.

 

Creative Tactics

Innovative, unconventional, creative tactics or approaches used as part of a public relations program. Submit documentation of how the tactic specifically contributed to the measurable results of the campaign.

• Photography
• Graphic Illustration
• Logo/Identity Design
• Teaser or Other Collateral
• Presentation Deck

 

Customer Service Innovation

Today’s customers wield more power and demand more from customer service.  Describe how you demonstrated transformative innovation through new ways to serve customer needs, bringing big impact on service performance.  Provide metrics. 

 

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.

 

Mobile Applications & Engagement

Use of smartphone and/or tablet applications and functions, including geolocation, text messaging, etc. as part of a public relations program. Upload screenshots and images of key pages to support accompanying summary. When applicable, include brief instructions on how to download specific applications.

 

Public Service Announcements (PSAs)

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 copies of the actual print PSA must be included in the entry. Summary should include documentation of results.

 

Publications

Single-issue publications designed for a special communications purpose. Upload up to three copies of the publication along with summary.  Entries will primarily be judged on publication quality, not business ROI. 

• Annual Reports
• Brochures
• Magazines
• Newsletters
• Reports / Whitepapers

 

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 summary.

 

Speechwriting

Scripted communications encompassing all forms of spoken public address.  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. Speech content must be written entirely or substantively by entrant, and not merely pitched.

 

Streaming Media

Creative works distributed through the Internet using streaming media technology.  Submit summary and upload or provide examples of media used.

• Podcast
• Livestream (video)
• Webinar

 

Video Programs

Pre-produced videos distributed online or offline to inform target audiences of an event, product, service, issue or organization. Entries may consist of an edited video and/or edited sound bites to provide a reasonable representation. Summary should include documentation of results that support stated objectives.

• Association/Education
• Business-to-Business
• Consumer Products
• Consumer Services
• Healthcare
• Entertainment & Sports
• Sustainability/Environmental
• Technology
• Travel, Tourism, Hospitality
• Government
• Not-for-Profit

  

Websites

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

• Internal/Intranet
• External/Public
• Use of SEO
• Use of Data / Analytics

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