2015 Silver Spike Award Category Descriptions

Programs

  1. Overall Campaign – This would include integrated marketing communication plans, and the campaign can include marketing, advertising and other paid media. Judges will focus on the PR & MR (earned media) and related efforts, specific to brand messaging across both traditional and non-traditional communications channels and use of different promotional methods to reinforce each other. This can be a local or out-of-market campaign.
  2. Special Events & Observances, 1 or 2 days – Programs to commemorate anniversaries, to conduct special organizational or public events, or to observe local, national or international celebrations. Total observance days not to exceed 48 hours, not including planning, set-up, ancillary events, etc.
  3. Special Events & Observances, 3 or more days – Programs to commemorate anniversaries, to conduct special organizational or public events, or to observe local, national or international celebrations. Total observance days of minimum of 3 days, not including planning, set-up, ancillary events, etc.
  4. Internal Communications – Programs to heighten internal efficiency, increase understanding of key business issues and/or improve relations with employees through enhanced, comprehensive communications. Examples could include company reports, policy changes, staff surveys, etc.
  5. Community Relations – Relations to improve an organization’s image and/or relations with communities in which it has an interest, need or opportunity. This campaign would implement brand journalism using credibility and news to tell the organization’s story. The organization itself benefits from this program.
  6. Emergency or Crisis Programs – Programs undertaken to deal with an event, situation or issue that has had or may have an extraordinary impact locally, regionally or globally.
  7. Issues Management – Programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy. Issues management is stewardship for building, maintaining and repairing relationships with stakeholders and stakeseekers, either proactively or reactively.
  8. Public Affairs – Programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies – at the local, state or federal government levels – which positively change behaviors of either policymakers, community leaders or the targeted public.
  9. Multicultural Communications – For any type of program – locally, regionally or nationally – such as institutional, marketing and community relations, specifically targeted to a cultural group.

Strategies and Tactics

  1. Audio, Video, Webcasts, etc. – Media files distributed over the Internet using streaming media technology. May be live or recorded. Produced to inform and/or promote, intended for a specific target audience and/or purpose.
  2. Content Marketing – Content created to inform, promote or gain support for a defined audience and/or purpose, including infographics, annual reports, public service announcements, brochures, magazines, white papers, newsletters, emails, speeches, media kits, etc.
  3. Media Relations – Owned: Websites – Use of a website as part of a public relations program. Content is completely controlled and developed by or for a company, organization or cause. Could include external, internal/intranets, online media room, blogs, etc.
  4. Media Relations – Owned: Social Media – Use of social media and viral marketing through Facebook, Twitter, Instagram, Snapchat, LinkedIn, Google+, Pinterest, a blog post, etc. as part of a public relations program. Brand awareness is completely controlled, developed and distributed by or for a company, organization or cause.
  5. Media Relations – Earned: Online, Print, Expert Positioning – Content developed by or for a company, organization or cause which is controlled and distributed by others and which features information about that company, organization, opinion, research or cause. Tactics that get key audiences talking or providing an avenue for conversation through different techniques, such as word-of-mouth, loyalty programs and grassroots efforts, and creates corporate goodwill.
  6. Media Relations – Paid: Online, Print, Digital and Other Channels – Contributed content which is completely created, developed, placed and funded by or for a company, organization or cause to gain support for a product, issue, program or organization, including advertorials, article placement, billboards, etc.
  7. Smartphone/Tablet Applications – Creation and implementation of a smart phone, tablet and/or interactive application as part of a public relations program which is designed to increase engagement with an audience.
  8. Corporate Social Responsibility – Content developed as part of a public relations program which is completely controlled, created, developed, placed and paid for by the company, organization or cause which defines and supports an organization’s philanthropic or social strategies to earn the public’s trust. The tactic is to aid in an organization’s mission toward an ethical environment. This could include a company outline, policy, procedure, etc.
  9. New/Emerging Technologies – Development of strategies and tactics which use new and developing technologies in communications. Emerging technologies could include voice, data, video, and other technical, interactive media innovations.

Note:
If you think a program, strategy or tactic does not fall into any above category, please contact Judging Chair Natalie Savidge at nsavidge@unr.edu or at 775-336-9923.