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


Professional Entry - Tiers 1 & 2:

Research | 10 points maximum

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

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


Planning | 40 points maximum

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.

  • 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 | 25 points maximum

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

  • Was the practitioner thorough and detailed in the implementation of tactics/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 | 10 points maximum

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 project fulfill its goal 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 | 15 points maximum

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?

Professional Entry - Tier 3:

Research | 5 points maximum

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

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


Planning | 20 points maximum

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.

  • 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 | 50 points maximum

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

  • Was the practitioner thorough and detailed in the implementation of tactics/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 | 5 points maximum

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 project fulfill its goal 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 | 20 points maximum

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 Entry - Category 1:

Research | 20 points maximum

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


Planning | 20 points maximum

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 plan clearly define measurable objectives?
  • Did the student provide a timeline?
  • Did the student demonstrate an understanding of the importance of planning?


Implementation | 50 points maximum

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

  • 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)?
  • How creative were the tactics?
  • Correct grammar, punctuation, etc. throughout entry?


Evaluation | 10 points maximum

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 evaluation measure set objectives?

Student Entry - Category 2:

Research | 10 points maximum

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


Planning | 20 points maximum

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

  • Did the plan clearly define measurable objectives?
  • Did the student provide a timeline?
  • Did the student demonstrate an understanding of the importance of planning?


Implementation | 40 points maximum

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

  • Would the tactics and communications achieve the stated objectives/fit the target publics?
  • How creative were the tactics?
     

Evaluation | 10 points maximum

Instructions to entrant: Explain how the success of the project 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 evaluation measure set objectives?


Style/Design | 20 points maximum

  • Did the student use appropriate grammar, punctuation, spelling and AP style?
  • If the entry was a publication, was the layout and design appealing?

Student Entry - Categories 3, 4 and 5:

Research | 10 points maximum

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


Planning | 20 points maximum

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

  • Did the plan clearly define measurable objectives?
  • Did the student provide a timeline?
  • Did the student demonstrate an understanding of the importance of planning?


Implementation | 60 points maximum

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

  • 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)?
  • How creative were the tactics?
  • Correct grammar, punctuation, etc. throughout entry?
  • Did the tactic design or communication reflect the organization's brand and image?


Evaluation | 10 points maximum

Instructions to entrant: Explain how the success of the project 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 evaluation measure set objectives?

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