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2014 Publicity Club of New England Bell Ringer Entry Tips

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Slideshow accompanied February 2014 webinar on how to submit a #Bellworthy public relations communications entry to the annual Publicity Club of New England's Bell Ringer awards.

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2014 Publicity Club of New England Bell Ringer Entry Tips

  1. 1. ToddVan Hoosear Karen Reynolds @vanhoosear @LeGallo #BellWorthy @PubClubofNE
  2. 2.  Revere Hotel  June 9, 2014  Host…TBA…Soon! #BellWorthy @PubClubofNE Rolling out the Red Carpet
  3. 3. Special Awards  Student Grant  Striker  Ringer  Crystal Bell  http://pubclub.org/bellringer-awards-guidelines #BellWorthy @PubClubofNE
  4. 4. Student Grant: Who Should Enter  Junior or senior student  Studying in an accredited journalism, public relations or communications program at a New England college #BellWorthy @PubClubofNE
  5. 5. Student Grant: How to Enter  Complete application form on pubclub.org  Prepare a short PR & Marketing plan proposal on how to attract more students to the Pub Club using social media  A recommendation by an internship/work supervisor or faculty member who has extensive knowledge of your abilities, work ethic and anticipated career path is required #BellWorthy @PubClubofNE
  6. 6. Student Grant: Important Details  For more information on how to apply for the William M. Cavanaugh Student Grant, please email : AHAMMOND@bentley.edu  Submissions due: March 28, 5 pm  No cost for students to enter #BellWorthy @PubClubofNE
  7. 7. Striker Award: Eligibility  Candidates must have completed their first year of fulltime public relations employment no earlier than 2011 (having been in the PR industry for three years or fewer)  Candidates must have successfully completed specified goals within a corporate communications department or agency  Candidates must be employed in New England as of application deadline time  Candidates may not be a current member of the Publicity Club Board of Directors #BellWorthy @PubClubofNE
  8. 8. Striker Award: Application Process  Nomination by supervisor, peer, client or member of the media  Nomination must include goals set by nominee's company/agency and how the nominee met those goals and evidence of outstanding achievement in their company/agency  Nominee must also include a 300-word statement on why they chose to work in PR, what their career goals are and why they deserve this award #BellWorthy @PubClubofNE
  9. 9. Striker Award: Key details  Entry fee of $75 for Publicity Club members; $100 for non-members  Nomination deadline: Friday, May 2, 2014  Submit nominations to: Megan Noonan, megan@pubclub.org #BellWorthy @PubClubofNE
  10. 10. Ringer Award: Eligibility  Candidates must have between 5-12 years of experience in the field of public relations, and should have joined the New England public relations community no less than three years ago (2011)  Candidates must have successfully completed specified goals within a corporate communications department or agency  Candidates must be employed in New England as of the application deadline  Candidates may not be a current member of the Pub Club Board of Directors #BellWorthy @PubClubofNE
  11. 11. Ringer Award: Application Process  Nomination by supervisor, peer, client or member of the media  Nomination must include goals set by nominee's company/agency and how the nominee met those goals and evidence of outstanding achievement in their company/agency  Nominee must include a 300-word statement on why the nominee chose to work in PR, what their most significant accomplishments are to date and why they deserve this award #BellWorthy @PubClubofNE
  12. 12. Ringer Award: Key details  Entry fee: $100 for Publicity Club members; $125 for non- members  Nomination deadline: Friday, May 2, 2014  Submit nominations to: Megan Noonan, megan@pubclub.org #BellWorthy @PubClubofNE
  13. 13. Striker and Ringer: Lessons Learned from Oscar #BellWorthy @PubClubofNE
  14. 14. Striker and Ringer: Lessons Learned from Oscar #BellWorthy @PubClubofNE
  15. 15. Crystal Bell Award: Eligibility To be eligible, a nominee from New England must have demonstrated exemplary professional competency and conduct throughout their careers, including advancements to the field of public relations. The winner will need to be present at the Bell Ringers ceremony in June. #BellWorthy @PubClubofNE
  16. 16. Crystal Bell Award : Application Process #BellWorthy @PubClubofNE
  17. 17. Crystal Bell Award: How to Apply and Deadline  To be considered, completed nominations must be submitted to president@pubclub.org no later than 5 p.m. ET, May 2, 2014.  If you have any questions regarding the Crystal Bell Award, please direct all inquiries to president@pubclub.org. #BellWorthy @PubClubofNE
  18. 18. #BellWorthy @PubClubofNE
  19. 19. How are the Judges Selected? #BellWorthy @PubClubofNE
  20. 20. Entry Narrative Guidelines  Single item submission narratives must not exceed TWO pages.  Campaign submission narratives must not exceed THREE pages.  Be concise; use short sentences and bullets whenever possible.  A budget line is recommended but not mandatory. If budget played a significant role, we strongly advise that you include it (budget information will remain confidential). #BellWorthy @PubClubofNE
  21. 21. Entry Narrative Guidelines Excessive typos and general sloppiness will result in point loss and may eliminate your entry from consideration.  Important note: Entries that do not include narratives will immediately be disqualified without notice. #BellWorthy @PubClubofNE
  22. 22. Science of the Scorecard  Situation Analysis: up to 20 pts  Statement of Objectives: up to 20 pts  Program Planning and Strategy: up to 20 pts  Results Documentation: up to 30 pts  Quality of Entry (i.e. following instructions, detailed, lack of errors, etc.): up to 10 pts #BellWorthy @PubClubofNE
  23. 23. Situation Analysis (20 points) #BellWorthy @PubClubofNE Describe the factors in the marketplace or organization that created the need for this project. Explain the problem(s) and opportunity/opportunities pertaining to this project. Avoid industry jargon, and explain the project in language the judges (who do not necessarily work in your industry) will understand.
  24. 24. Situation Analysis (20 points) From the judges… #BellWorthy @PubClubofNE However, the situation analysis needed a bit more background on the target audience and data showing that the old (product) was no longer effective. It would have been helpful to include more information about the values and personality of the organization as well..
  25. 25. Statement of Objectives (20 points) Provide a specific, detailed explanation of the objectives/goals that guided the development of the project. #BellWorthy @PubClubofNE
  26. 26. Statement of Objectives (20 points) #BellWorthy @PubClubofNE A solid entry. A clearer overview of the objectives and more detail on how the campaign exceeded expectations would have been helpful. It would also have been useful to gain insight into how the campaign impacted the business. From the judges…
  27. 27. Program Planning and Strategy (20 points) Discuss the techniques, methods and approaches you used to achieve the objectives stated above and solve the problem. Single-item entries should include enough explanation of strategic and tactical considerations so that the context from which the piece evolved is clear. #BellWorthy @PubClubofNE
  28. 28. Results Documentation (30 points) Provide both quantitative and qualitative documentation of the success of the project, such as inquiries or sales generated, press clippings or positive feedback from management or client contacts that demonstrate the goals were achieved. The results documentation must contain factual information (not impressions) and should confirm achievement of the set goals. All supporting materials should be attached and should not be included in your entry narrative. #BellWorthy @PubClubofNE
  29. 29. Results Documentation (30 points) #BellWorthy @PubClubofNE Results documentation was heavy on media coverage but thin on impact. What was the business impact beyond media coverage? From the judges…
  30. 30. Quality of Entry (10 Points) FROM THE JUDGES…  Great results! Points off for multiple typos, inconsistent tense - felt as though the entry was rushed. Objectives should have been more specific.  Grammatical errors were distracting. Average PR work.  Is the entry narrative missing? Based on the documentation that was submitted, I am giving this a low score: there is no situation analysis, no objectives, nothing about the program planning/strategy. #BellWorthy @PubClubofNE
  31. 31. Quality of Entry (10 Points)  A few typos in the presentation, was one reason for the lower score.  Couple minor typos dinged the score.  Excessive awkward phrasings, parallelism problems in the writing and multiple typos and wrong word usage.  It's a shame they spent so much time laying this entry out so nicely but not proofreading it. Several typos and awkward phrases throughout #BellWorthy @PubClubofNE
  32. 32. #BellWorthy This was the only entrant in this category that did something new and fresh - delivering both a traditional and a "mobile" strategy - and the applicants did a great job at explaining how they arrived at this strategy. The entry was clear, easy to read - but at times, too jargon-y. The applicants could have better demonstrated how they tied their results to their objectives. Having quotes from their audience was a nice touch for the Results Documentation; a quote from a member of their external audience, too, would have been ideal. Overall - nice job. #BellWorthy @PubClubofNE
  33. 33. #BellWorthy The situation analysis clearly described the issues facing the company; the goals section included hard numbers and tangible results; the planning sections described what was to be done and why; and the results section brought it all together. The incorporation of visual elements into the narrative helped to tell a complete story. #BellWorthy @PubClubofNE
  34. 34. Super Bell Judging #BellWorthy @PubClubofNE
  35. 35. From a veteran judge #BellWorthy @PubClubofNE
  36. 36. #10 – Think like a judge: Prove it!  If you are discussing a campaign, provide the supporting press releases, blog post, etc.  Don't just say you wrote it. Let us see it!  Audacious goals are great, but…  Did you achieve your objectives?  If not, why?  How did you manage expectations? #BellWorthy @PubClubofNE
  37. 37. #9 – Think like a reporter: What’s the lede?  Don’t bury your lede  Need help? Sticky note your key messages #BellWorthy @PubClubofNE
  38. 38. #8 – Sometimes less is more  The “thud factor” of a great submission can make an impression, but…  Filler material can detract from your submission  Too much info makes it harder to review your submission  Be concise (but thorough) and summarize the campaign as well as the results  Otherwise, a judge might miss some really important points #BellWorthy @PubClubofNE
  39. 39. #7 – Get a designer’s eye  Don’t try to cram 8 pages of narrative into two or three pages  Move what you can to supporting materials  Get a designer’s eye on both the narrative and supporting materials documents  Use visuals whenever possible #BellWorthy @PubClubofNE
  40. 40. #6 – Use bullet points  While narrative is helpful, it only goes so far  Bullet points help judges delineate and distinguish critical points #BellWorthy @PubClubofNE
  41. 41. #5 – Watch the jargon  Your judges will probably not be in your industry  They may not even be from our region  Speak human #BellWorthy @PubClubofNE
  42. 42. #4 – Read the directions  I shouldn’t have to say this  But I shouldn’t have to remind folks to not just trust Microsoft’s spell check either  But I do… #BellWorthy @PubClubofNE
  43. 43. #3 – Don’t procrastinate  Get started now  Don’t miss the deadline  Don’t wait to write the mandatory (and very important) entry narrative #BellWorthy @PubClubofNE
  44. 44. #2 – Match results to objectives  Judges will be checking for this  Every metric you share should be tied to a particular objective  Orphan metrics actually detract from the perceived value of your submission #BellWorthy @PubClubofNE
  45. 45. #1 – Spell gud  Treat your Bell Ringer application like any press release:  Do a read-through with fresh eyes and ears  Double-check all your links  Some writing tips from Prof. Todd  Remember the Rule of Three  “Is” and “has” are weak words  Agreement is imperative #BellWorthy @PubClubofNE
  46. 46. BONUS – Don’t just go for the gold!  Go for the Super Bell!  What stands out to Super Bell judges 1. Big reach (awareness) 2. Big impact (on business or community) 3. Strategic impact on the reputation or valuation of PR as an industry In other words, numbers aren’t everything #BellWorthy @PubClubofNE
  47. 47. FAQ  We were the only winner in the category, but we got a silver. Can you explain?  Should we include the budget of our project in our situation analysis?  We’re not sure what category we belong in…can you help? #BellWorthy @PubClubofNE
  48. 48. Deadline Reminders  Regular Deadline: Friday, March 14, 5 pm  Deadline with Late Fee: Friday, March 21, 5 pm  NO ENTRIES WILL BE ACCEPTED AFTER THIS DATE http://pubclub.org/bellringer-awards-guidelines #BellWorthy @PubClubofNE
  49. 49. Deadline Reminders  Student Grant: Friday, March 28, 5 pm  Ringer and Striker: Friday, May 2, 2014  Crystal Bell: Friday, May 2, 2014  NO ENTRIES WILL BE ACCEPTED AFTER THIS DATE http://pubclub.org/bellringer-awards-guidelines #BellWorthy @PubClubofNE
  50. 50. We Want to Thank…  Cast and Crew: Pub Club Board  The Academy: The Judges  Our agents and managers: Megan Noonan  The Fans: Attendees #BellWorthy @PubClubofNE

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