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Create A
Winning Entry
for PRSA San Antonio
Fran Stephenson
Step In Communication
January 29, 2015
What are the Del Oro
Awards?
Three Names, Three
Different Awards
• Del Oro – “Gold”
o Individuals
• La Plata – “Silver”
o Campaigns
• El Bronce – “Bron...
Why Should I Enter
• Peer Recognition
• Test Program Strength
• Adds value to YOUR portfolio
• Adds value to the PR functi...
La Plata
• Recognizes Complete Programs
• 11 Categories
• Rigorous Standards
• Work completed in 2014
El Bronce
• Recognizes Tactics
• Print, Broadcast, Interactive/Broadcast and
Campaign Support
o 27 areas in all!
• Work Co...
Preparing A La Plata Entry
• Summary and/or Situation Analysis
• Four Criteria
o Research
o Planning
o Implementation
o Ev...
Summary
• 100 words
• Should encapsulate the ENTIRE Project
• The “LEAD” in the story
“When the Company Communications Tea...
Criteria
• 2 page narrative
• Specified Margins
• Specified font size
Criteria
• Research-25 pts
o Identify need or
opportunity
o Relevant to goals
o Primary and secondary
o THE REASON
“….surv...
Criteria
• Implementation-25 pts
o Tactics
o Tools
o How it all happened
“How we launched x,y and z
including audience,
di...
Support Materials
• Showcase the project
• Screen grabs
• Media Coverage
• Analytics
• Reports
• Surveys
• Physical eviden...
Preparing an El Bronce Entry
• Summary and/or Situation Analysis
• Four Criteria
o Planning/Content
o Creativity/Quality
o...
El Bronce - Four Criteria
• Planning/Content - 20 pts
o Audience
o Strategy
o Goal Identification
“The Hay Group, a global...
El Bronce-Four Criteria
• Technical Excellence 30
pts
o Production Quality
o Budget and Scope
o What sets it apart
The goa...
Most Common Mistakes
• Entry was not adequately described in narrative.
• Narrative did not demonstrate the PR programming...
Mistakes & Tips
• Entry missing information – Elaine Marshall
• Entry lacks measurable objectives – Lynn Harris Medcalf
• ...
Checklist to a Winning
Entry
• Select Category Carefully
• Follow ALL Instructions
• Mirror language from the judging shee...
A Word on Measurement
• http://www.prnewsonline.com/topics/internal-
communication/2014/12/08/create-a-balance-sheet-for-
...
Questions and Answers
Links to Chapter
Resources
• La Plata Entry Guidelines & Categories
o http://prsanantonio.com/content.php?page=La_Plata_Aw...
Fran Stephenson
franstep09@gmail.com
@fransteps on Twitter
210-557-8207
http://stepincomm.com
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Create a winning entry - PRSA San Antonio Jan 2015

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This presentation was originally given as a webinar for PRSA San Antonio members on how to prepare your awards entry for the chapter's annual Del Oro Awards.

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Create a winning entry - PRSA San Antonio Jan 2015

  1. 1. Create A Winning Entry for PRSA San Antonio Fran Stephenson Step In Communication January 29, 2015
  2. 2. What are the Del Oro Awards?
  3. 3. Three Names, Three Different Awards • Del Oro – “Gold” o Individuals • La Plata – “Silver” o Campaigns • El Bronce – “Bronze” o Tactics
  4. 4. Why Should I Enter • Peer Recognition • Test Program Strength • Adds value to YOUR portfolio • Adds value to the PR function in your organization • Learning Opportunity
  5. 5. La Plata • Recognizes Complete Programs • 11 Categories • Rigorous Standards • Work completed in 2014
  6. 6. El Bronce • Recognizes Tactics • Print, Broadcast, Interactive/Broadcast and Campaign Support o 27 areas in all! • Work Completed in 2014
  7. 7. Preparing A La Plata Entry • Summary and/or Situation Analysis • Four Criteria o Research o Planning o Implementation o Evaluation • Support Materials
  8. 8. Summary • 100 words • Should encapsulate the ENTIRE Project • The “LEAD” in the story “When the Company Communications Team asked employees … where they get most of their information about the company, 70 percent said “from people I work with.” This single finding in the first communications survey….now poised to serve internal and external stakeholders. “
  9. 9. Criteria • 2 page narrative • Specified Margins • Specified font size
  10. 10. Criteria • Research-25 pts o Identify need or opportunity o Relevant to goals o Primary and secondary o THE REASON “….survey was created as a benchmark …..84% of employees were……52% said they would like…..only 23% had X which meant that 77% were not being reached.” • Planning-25 pts o Clearly defined objectives o Explanation of strategy o THE PLAN After exploratory sessions with x and x, a three-pronged approach was developed. First, came x. Second, we did y and third, we did z.
  11. 11. Criteria • Implementation-25 pts o Tactics o Tools o How it all happened “How we launched x,y and z including audience, distribution, timing and frequency.” • Evaluation-25 pts o Analysis o Quantified Results o Qualified Results o Measurement “Just 60 days into the new campaign, 95% of employees surveyed were reading x.”
  12. 12. Support Materials • Showcase the project • Screen grabs • Media Coverage • Analytics • Reports • Surveys • Physical evidence that supports the Criteria
  13. 13. Preparing an El Bronce Entry • Summary and/or Situation Analysis • Four Criteria o Planning/Content o Creativity/Quality o Technical Excellence o Assessment/Results • Support Materials
  14. 14. El Bronce - Four Criteria • Planning/Content - 20 pts o Audience o Strategy o Goal Identification “The Hay Group, a global management consultancy, found that companies who institute stronger employee communications programs increased stock appreciation 50 percent over their peers.” • Creativity/Quality – 30 pts o Imaginative use of tool o Creative execution o Message execution “The new publication had different goals, including, to convey professionalism, create a sense of belonging, and become a pass-along vehicle for family and friends.”
  15. 15. El Bronce-Four Criteria • Technical Excellence 30 pts o Production Quality o Budget and Scope o What sets it apart The goal was to deliver a quarterly newsletter with compelling visuals and a contemporary design. The Editorial Board was comprised of an editor, graphic designer, and a host of contributors from throughout the park. • Assessment/Results 20 pts o Meets stated intent o Measurement “…73.3 percent of employees reported that they passed along the issue to one or more of their family members, nearly doubling the readership of the publication. ….agreed that visual presentation, quality of information and accessibility (ease of reading) of publication deserved high marks.
  16. 16. Most Common Mistakes • Entry was not adequately described in narrative. • Narrative did not demonstrate the PR programming used in your strategy (the criteria) • Did not identify or describe your organization • Did not specify budget or timeline. o If you can’t use dollar amounts, how about hours dedicated to project? • Did not describe tactics in narrative • Forgot to proofread entry.  Tips on this page courtesy of the Southern Public Relations Federation Lantern Awards Judges.
  17. 17. Mistakes & Tips • Entry missing information – Elaine Marshall • Entry lacks measurable objectives – Lynn Harris Medcalf • Tie your objectives to your evaluation – Mary Deming Barber, APR • Be thorough, deliberate and professional with your support materials – Keri Radio Tomsic • Plan the time to write a high quality submission. When you have a successful campaign, deconstruct it while it is still fresh and make notes. --Karen Swim • Review the scoring sheet being used by judges. – Kristie Aylett, APR, Fellow PRSA
  18. 18. Checklist to a Winning Entry • Select Category Carefully • Follow ALL Instructions • Mirror language from the judging sheet into your narrative • Peer review and critique before submitting • Submit your entry fee AND entry ON TIME
  19. 19. A Word on Measurement • http://www.prnewsonline.com/topics/internal- communication/2014/12/08/create-a-balance-sheet-for- the-c-suite/
  20. 20. Questions and Answers
  21. 21. Links to Chapter Resources • La Plata Entry Guidelines & Categories o http://prsanantonio.com/content.php?page=La_Plata_Awards • La Plata Judging Form o http://prsanantonio.com/downloads/La_Plata_Awards/2012_laplata_sam ple_judging_form.pdf • El Bronce Entry Guidelines & Categories o http://prsanantonio.com/content.php?page=El_Bronce_Awards • El Bronce Judging Form o http://prsanantonio.com/downloads/El_Bronce_Awards/2012_elbronce_s ample_judging_form.pdf • Del Oro (Individual Category) o http://prsanantonio.com/content.php?page=Del_Oro_Award_Informatio n
  22. 22. Fran Stephenson franstep09@gmail.com @fransteps on Twitter 210-557-8207 http://stepincomm.com

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