2014 Silver Spike Award Category Descriptions
Printable Version: PRSA Silver Spike Categories
1. Overall Campaign
This campaign can include marketing, advertising and other paid media, but judges will focus on the PR & MR (earned media) and related efforts. Judges will focus on overall creativity and attainment of the Campaign Goal.
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 communications.
5. Community Relations
Relations to improve an organization’s image and/or relations with communities in which it has an interest, need or opportunity. The organization itself benefits from this program.
6. Emergency or Crisis Programs
Programs undertaken to deal with an event that has had or may have an extraordinary impact.
7. Issues Management
Programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy.
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 – so that the entity funding the program benefits.
9. Multicultural Communications
For any type of program, such as institutional, marketing and community relations, specifically targeted to a cultural group.
Strategies and Tactics
1. Audio, Video, Podcasts, Webcasts, etc.
Video programs produced to inform and/or promote, intended for a specific target audience and/or purpose.
2. Content Marketing
Written public relations projects created to meet a specific objective for a defined audience and/or purpose including annual reports, brochures, magazines, white papers, newsletters, blogs, email campaigns, advertorials and article placement designed to inform and/or promote a communications message to a selected audience.
3. Media Relations – Owned: Websites
Website content which is completely controlled and developed by or for a company, organization or cause.
4. Media Relations – Owned: Social Media Pages, Profiles, Content Marketing, Print Materials and Other Collateral
Social media, online profiles, marketing content and other content which is completely controlled, developed and distributed by or for a company, organization or cause.
5. Media Relations – Earned: Online, Print, RSS and Other Distribution Channels
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 or cause.
6. Media Relations – Paid: Online, Print, RSS, Digital and Other Channels
Content which is completely created, developed, placed and funded by or for a company, organization or cause.
7. Mobile/Tablet Apps/Interactive Platforms
Creation and implementation of a smart phone, tablet and/or interactive platform application which is designed to increase engagement with an audience.
8. Corporate Social Responsibility Campaigns
Content 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.
9. New Technologies
Development of strategies and tactics which use new and developing technologies.