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Here is a list of questions the judges will consider when evaluating entries.


Professional Entries

Research | 20 points (Tiers 1 & 2) | 10 points (Tier 3)

    Instructions to entrant: Summarize the situation and/or provide information gathered through formal or informal research methods.

    • Did the practitioner summarize the situation well and provide enough research information to understand the project?
    • Was the type and quantity of the research sufficient to the task?
    • Was the analysis of the data reasonable?

    Planning | 30 points (Tiers 1 & 2) | 20 points (Tier 3)

    Instructions to entrant: Discuss the strategy and identify goals, objectives, tactics and key publics which this program was created to achieve. How were the objectives specific, measurable, attainable, relevant, outcome-oriented, time-specific and audience-specific?

    • Were measurable objectives set?
    • Did the practitioner understand the difference between goals, objectives, and strategies?
    • Did the practitioner identify key publics and plan accordingly?
    • How well were PR tools utilized? (i.e., writing, organization, editing, and design)

    Implementation | 20 points (Tiers 1 & 2) | 40 points (Tier 3)

    Instructions to entrant: Describe your work and discuss what tactics were used to achieve the stated objectives. Include timeline and budget information. Show how the project was creative.

    • Was the practitioner thorough and detailed in the implementation of tactics or actions?
    • Did the practitioner establish and follow a timeline, Gantt chart or other project management method?
    • Is the final project professional, attractive, well organized, easy to read and eye-catching?

    Evaluation | 20 points (Tiers 1 & 2) | 10 points (Tier 3)

    Instructions to entrant: Identify research methods used to evaluate the success of the campaign/project during and after. Did the campaign/project achieve its objectives? If the project had limitations, how were they overcome? Did the project stay within the timeline and budget? If this was a pro bono project, give a value for the hours donated.

    • Did the project fulfill its goals and objectives?
    • Were results measurable and measured?
    • Do the results reflect its purpose or even go beyond expectations?
    • Does the entry material support the description of the results?
    • DId the practitioner utilize the project budget wisely?
    • Did the budget "limit" or "expand" the effectiveness of the project?

    Creativity | 10 points (Tiers 1 & 2) | 20 points (Tier 3)

    Instructions to entrant: Did the practitioner use a fresh approach to the project?

    • Did the practitioner think outside the box?
    • Is color, type, and art used creatively (if applicable)?
    • Were limitations cleverly overcome?
    • How well do the elements support the concept?

    Student Entries

    Students are judged differently than professional practitioners as their work is usually a class project that likely was NOT actually implemented.

    Research | 20 points (Campaign) | 10 points (Non-campaign)

      Instructions to entrant: Summarize the situation and/or provide information gathered through formal or informal research methods.

      • Did the student do adequate primary and secondary research?
      • Did the research document the need for the campaign/project?
      • Did the student demonstrate an understanding of the importance and types of research?
      • Did the research document the brand/image the organization wished to project with design?

      Planning | 30 points (Campaign) | 20 points (Non-campaign)

      Instructions to entrant: State the objectives, qualitative and/or quantitative, which this program or tool was designed to achieve. Objectives should be specific, measurable, attainable, audience-specific, relevant, outcome-oriented and time-specific.

      • Did the student demonstrate an understanding of the importance of planning?
      • Did the plan clearly define measurable objectives?
      • Did the student understand the difference between goals, objectives, and strategies?
      • Did the student identify key publics and plan accordingly?

      Implementation | 20 points (Campaign) | 40 points (Non-campaign)

      Instructions to entrant: Outline steps used to achieve the stated objectives.

      • Was the student thorough and detailed in the implementation of tactics or actions?
      • Did the student establish and follow a timeline, Gantt chart or other project management method?
      • Would the tactics and communications achieve the stated objectives/fit the target publics?
      • If communications were included, were they done correctly (such as using AP style, proper formatting)?
      • Correct grammar, punctuation, etc. throughout entry?
      • How creative, clever and well done were the tactics?
      • Did the tactic design or communication reflect the organization's brand and image?

      Evaluation | 20 points (Campaign) | 10 points (Non-campaign)

      Instructions to entrant: Explain how the success of the program or tool was measured. Report how well it achieved its objective. Include a budget or financial outlay, or if this is a pro-bono project, give a value for the hours donated, etc.

      • Did the student clearly plan an evaluation method to use if the entry had been implemented?
      • DId the evaluation measure defined objectives?

      Creativity | 10 points (Campaign) | 20 points (Non-campaign)

      • Did the student use a fresh approach to the project?
      • Did the student think outside the box?
      • Is color, type and art used creatively, if applicable?
      • Were limitations cleverly overcome?
      • How well do the elements support the concept

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