This document provides tips for entering the PRCA Medallion Awards competition, which recognizes excellence in public relations. It discusses the award tiers based on project length, why professionals should enter to gain recognition and training, and how to select projects to submit. Detailed instructions are provided on gathering materials, writing the entry in the four-step PR process format of research, planning, implementation and evaluation, and dressing up the collateral. The deadline, categories, and judging process are also outlined.

1. Bringing Home the Trophy
Tips on How to Enter
the PRCA Medallion Awards Competition
Kristina Hendrix, APR and Penny Hatcher
2015 Medallion Chair and Co-Chairperson

2. About the PRCA Medallion
Awards
• Sponsored by Public Relations Council of Alabama
• Recognizes excellence in public relations
– Best of Show, Judges’ Awards, Medallion, Award of
Excellence, Award of Merit
• Online entry process
• Independent judges

3. About the PRCA Medallion
Awards
• Three different tiers based on the length of
the program or project.
– Tier One: Long Term Strategic Programs (7
months or Longer)
– Tier Two: Short Term Strategic Plans (0-6 months)
– Tier Three: Tactical Materials/Projects
– Student Tier
Social Media tactics are listed in Tier Three.

4. Why Enter the PRCA Medallion
Awards?
• Training/Professional Growth
– Test the strength of your PR processes
– Explore weakness for continual improvement
– Internal development/training opportunity for new hires and staff
• Group and Individual Recognition
– Well-recognized program among PR professionals in our region
– Opportunity for “internal PR” in your organization
– Affirmation of your contributions to your organization
• Educate Your Employer About PR Profession
– Overcome any stereotypes: Showcase the “management” side
of PR
– Demonstrate the ROI of PR

5. How do I get started?

6. To Enter or Not to Enter?
• Review work and identify projects or campaigns that
showcase best work and show evidence of the PR
Process
– Research, Planning, Implementation, Evaluation
• Enter as many submissions as you want
• Categories – decide which categories your work fits
into
• Not sure? Ask!
– Judges sometimes move entries to another category if
they deem appropriate
You can find all categories and criteria at www.prcamedallions.com.

7. What Should I Enter?
• Start With a Team Meeting to Evaluate
– Establish an entry-creation process with deadlines and
responsibilities
– Consider time and budget
• Eureka Moment! New, Different or Lasting?
– Involve a new way of looking at a problem
– Exceptionally creative PR approach or tactics
– Results changed something – lasting or significant impact
on organization

8. What Should I Enter?
• “Textbook” Case Study
– Clear measurable objectives
– Refined, detailed communications plan
– More than one type of research utilized to determine course of
action
– Evaluation measures clearly demonstrate accomplishment of
objectives
• Still Not Sure?
– Give it a try!
– Judges’ comments can help you learn for next time
You cannot win if you don’t enter!

9. Gather the Information You Will Need
for a Complete Entry
Give yourself plenty of time to work on your
entry
Gather needed background material, such as:
– Campaign/program implementation schedule
– Campaign/program budget
– Research documentation
• Survey results/reports, samples of customer/employee communication,
industry/demographic data, meeting notes
– Media clips/coverage reports
• News clips, video clips, e-news postings
• Op-Ed coverage: letters to editors, editorial reviews, reader/viewer comments
– Comments and thank you notes from management
– Correspondence with client and/or media
• Letters, e-mails, text messages
(more)

10. Gather the Information You Will Need
for a Complete Entry
– Formal communication plans
– Campaign/program collateral material
• Project samples such as fliers, brochures, videos, letters
• Posters, table tents, banners and flyers
• Ads, including scaled-down versions of outdoor advertising
• Brochures, newsletters
• Letters and e-mail messages
• Press releases, media kits, other media materials
• Photos from events or photos showing signage, décor, etc.
• Client speaking points/speeches
• Web pages, screenshots of Facebook pages and Twitter feeds, blogs, etc.
• Videos and presentations
Save every item of a campaign, no matter how small.

11. Writing a Medallion Award Entry
• Research
Use all your research to provide a situation analysis, describing
recent history, the current situation and factors that have led to a
need for the public relations project or plan.
– Also briefly name or introduce the project
– Include your target audience(s) in this section
• Planning
Use the situation and the need to set goals and objectives for your
project.
– A goal is a desired outcome of your plan.
– Objectives are specific milestones that measure progress toward
achieving one of your goals. They should consist of four elements
(abbreviated LBPT):
• Level: Specify the expected level of accomplishment.
• Behavior: Address the desired result in terms of opinion change and/or behavioral
outcome.
• Public: Designate the public or publics targeted.
• Time: Identify the time frame in which these accomplishments are to occur.
Write it in Microsoft Word so you can edit your entry.

12. Writing a Medallion Award Entry
• Implementation
Describe the project in more detail, including your strategies, tactics
and timeline.
– Explain how various tactics relate to the target audiences, goals and
objectives from the previous sections
– Include your budget for the project
• Evaluation
If you thought ahead while executing the project and while preparing your
entry, this section should almost write itself.
– Provide the results of your formal and informal research and report whether
objectives were met.
– Include anecdotal evaluation: letters/e-mails of praise, thanks from customers,
kudos from management, etc.
– Include media hits if appropriate.
– Most important: Evaluate how your project succeeded in meeting the goals and
objectives set forth in the Planning (a.k.a. Analysis) section.
– Remember: If you didn’t meet every goal, be honest and use this as a learning
opportunity.
Write it in Microsoft Word so you can edit your entry.

13. Editing & Proofreading
• Grammatical errors or misspelled words are missed points
that could be taken away from the judges.
• After you finish writing your entry, set it aside. Come back to it
with fresh eyes.
• Add anything you might have left out the first time
• Copyedit and proofread for spelling, grammar, etc.
• Perform a word count on each section and start trimming as
needed.
• Cut out unnecessary words and phrases
“In order to effectively portray” vs. “To portray”
• Abbreviate your company name when you can
• Use active verbs instead of passive ones
• Ask someone else to edit and proofread your almost-final draft.
Write it in Microsoft Word so you can edit your entry.

14. Dress Up Your Collateral
• Allow your entry to tell a story
• Use images, quotes, graphics, photos
in visually interesting ways
• Work with a graphic designer if you
can
• In media clips, highlight your name so
the judges do not have to read the
entire clip to find you

15. Judging Process
• Entries are judged by professionals outside of our region, mostly
Accredited in Public Relations (APR) practitioners
• Each entry is judged on its own merit (not in comparison with other
entries)
• Points are assigned in each category to determine the winners
• Judges award a Best of Show and up to two Judges’ Awards for
each competition
• Not every category has a Medallion winner; Some may have more
than one
Judges are instructed to look for evidence of the four-step PR process
- Research, Planning, Implementation, and Evaluation.

16. Where do I enter my work?

17. Follow the
• Read all instructions thoroughly before you start. Don’t
disqualify yourself on a technicality.
• Review any judges’ notes from the previous year to
freshen your memory on how to write your entry.
• Write a first draft, following the instructions closely.
– A well-written summary will catch the eye of the
judges very quickly.
Rules
You can find all categories and criteria at www.prcamedallions.com.

18. How to Enter: Getting Started
• Visit www.prcamedallions.com
• Step 1: Create/Manage Your Account
– The person registering must be member of PRCA (A member of one of
the six chapters that has paid their dues and in good standing). You can
enter any work on behalf of your organization or clients, even if the
PRCA member didn’t handle that project personally.
– Select a username and password that you can remember.
– Select your chapter and if you are a student, regardless of chapter,
SELECT STUDENT!
• Step 2: Click on New Entry
• Step 3: Complete online submission
– Copy and paste your narrative into the blanks
– Can come back and edit before final submission
– Pay attention to the word count limits for the narrative

19. How to Enter: Getting Started
• Step 4: Upload all files in the three fields
– The website will only allow the accepted file formats and file sizes.
– We suggest you put your collateral in a PDF.
– No BINDERS will be accepted as in years past. This is a strictly
online-only competition.
– Include all supporting documents but not excessive work papers.
– For web-related categories, entries should include the live URL. Do
NOT upload a video! The website will not accept videos because of
the size restrictions.
• Step 5: Type the award label fields
– This is what you want engraved on your trophy
– Example:
• Line 1: ABC Open House
• Line 2: Creative Solutions Team
• Line 3: Wing and Prayer PR Group

20. How to Enter: Getting Started
Step 6: Payment Methods for Professionals
EARLY BIRD RATE!!!! $40 if you pay by December 31, 2014 and
upload all of your documents.
• Starting January 1, 2015, the cost is $50 per entry.
• If you submit 3 or more at one time, you will get
the discounted rate of $45 per entry.
• You can pay online via PayPal or send a check to the PRCA
Association Manager.
ATTN: Hugh Rushing
PRCA
PO Box 531335
Mountain Brook, AL 35253
PRCA will check your membership status upon payment of the Medallion entry.

21. How to Enter: Getting Started
Step 6: Payment Methods for Students
• The cost is $5 per entry. CHECKS ONLY!
• All student fees should be mailed to the VP of Students, postmarked by the
deadline of the Medallions entries. The deadline will not be extended, and
late payment will result in disqualification. Note on the checks the name of
the entrant(s) and the category number(s). You may pay for multiple entries
with one check.
• Mail your checks to the following address:
Dr. Suzanne Horsley, PRCA VP of Students
Department of Advertising and Public Relations
The University of Alabama
Box 870172
Tuscaloosa, AL 35487-0172
PRCA will check your membership status upon payment of the Medallion entry.

22. Is there anything else that would
be good to know?

23. Just Good to Know
• Read ALL of the categories. They have changed and
there is now a SOCIAL MEDIA section.
• Pay attention to all of the deadlines.
• Each Chapter has a Medallion Mentor to answer
questions:
– Birmingham: Myra Hunter
– East Alabama: Katie Jackson
– Mobile: Penny Hatcher
– Montgomery: TBD
– North Alabama: Kristina Hendrix, APR
– West Alabama: Deidre Stalnaker

24. Thinking Ahead for Next Year
• Whenever you are asked to produce a special event, brand a
product, launch a new program, etc.—write a basic communications
plan.
• Going through this process helps make sure all bases are covered.
• If you enter the project in an awards program later, include the
written plan — Medallion Award judges in particular like to see one.
• If you plan your work with this in mind throughout the year, most of
the hard work will be DONE by the time Call for Entries goes out.
The plan BECOMES your Medallion entry (with supporting
documentation, of course).

25. Planning for Future Medallion
Entries
• Put the PR process into action now for the future.
• Give “project champions” record-keeping responsibilities.
• Create computer and hard copy folders to archive all pieces
immediately during the process
– Communications plans
– Copies of research results or online articles, background
– Electronic files of news coverage, web videos, screen shots
• A planning tip on research: Some things you just “know.”
The bank of knowledge about your industry … plus your own
intellectual equity. Keep a file to archive research tidbits you
run into during the course of your day. You can call upon them
when you need show research to “back it up.”

26. Important
Information
Website: www.prcamedallions.com
Call for Entries: November 14
Early Bird Deadline: December 31
Early Bird Cost per entry is $40.
Student Cost: $5
Deadline for Entries: February 6
Cost Per Entry: $50
Starting January 1, if you submit 3 or more at one
time, you will get the discounted rate of $45 per entry.
The 2015 PRCA Annual Conference will be April 1-3 at the
Renaissance Montgomery Marriott Hotel and Spa.
(There will NOT be an extended deadline.)
Register online at www.prcaonline.com!

27. Bonus Material:
Insider’s Look at the 4-Step
Process

28. The Four-Step
Communications
Process
• The four steps are sometimes given different
names, but the names do not really matter.
• The most common acronym is RPIE:
– Research — Investigate and describe the situation and
the need for communications.
– Planning — Determine the target audience, goals and
objectives and communications strategies and tactics.
– Implementation — Implement the tactics.
– Evaluation — Determine your level of success in
achieving the plan’s goals and objectives.
Follow the 4-step process.

29. Research
• Research is the key to the first and fourth steps of the four-step
process.
• Pre-planning research and evaluation should be tied together from
the beginning of your campaign planning.
• Research and evaluation are usually given less time, money and
effort than goal-setting and the actual communications tactics.
• Many communicators mistakenly believe that research is inherently
too expensive and difficult for small organizations, nonprofits, etc.
• Many communicators equate “research” with doing a scientific
survey.
• In fact, there is a wide range of valid research techniques available
to us — many of which are “free” (except for the time investment).
Research is the first step!

30. Types of Research: A Quick
Refresher
• Formal vs. informal research
– Formal research uses the scientific method to ensure that the results can be
extrapolated to a larger population — for example, a scientifically designed
telephone survey.
• Objective and systematic data – “hard” data
• Generally uses random sampling
• Highly structured
• Can be repeated reliably
• Can be used to confirm informal research
– Informal research means that the results cannot be used to draw scientifically
based conclusions.
• Soft data
• Open-ended, unstructured
• Can use to begin the research process
• Exploratory, probing research
• Use to identify what formal research needs to take place
It’s important to note that “informal” does not mean “unreliable” or “invalid”!

31. Types of Research: A Quick
Refresher
Primary vs. Secondary Research
– These terms refer to the source of the research information.
– Primary research means that you and your coworkers conduct
the research or examine the evidence personally, firsthand.
• New or original data
• You design and carry out research that’s specific to your current needs
– Secondary research means that you investigate secondhand
evidence — e.g., the results of someone else’s studies or the
report of someone else’s primary research.
• Secondhand, sometimes older data
• Uses what’s already available
– Again, both types are perfectly valid.

32. Types of Research: A Quick
Refresher
A brief list of research types
– Mail or telephone survey
– Focus groups
– Roleplaying
– Communications audit
– Website survey
– Public relations audit
– Man-on-the-street polls
– Advisory panels
– Readership study
– Database search

33. How Do You Know Which Method(s) and
Strategies to Use?
• Several factors come into play, and you have to use your
judgment.
• How much time and money do you have?
• How important is this project to your organization in terms
of:
– Potential impact on sales, finances, people
– Number of people it could affect
– The company’s financial investment
– Who’s in charge of the project (who you will answer to)
Here is where your plan comes into place and how you implement it.

34. Evaluation
• Media clips are a valid measurement.
– Take them a step farther by giving your client, boss or awards
judges a context: i.e., “positive half-page article appeared on the
front page of the business section of the top local daily newspaper.”
• Anecdotal evidence can be valuable.
– Letters and e-mails from customers, attendees, management
– “Testimony” from sales force, account managers, etc., that a
program is gaining acceptance or helping to drive sales
– Other awards won for the same project
Context is important!

35. Evaluation
Benchmark and evaluate when you can
– Pre- and post-testing and/or surveys
– Compare to previous year’s results/attendance/sales
– Compare to industry standards
Tell judges what you learned
– Don’t be afraid to admit it when not all the news is
good
– You can learn from parts of a campaign that missed
the mark
– Adjust goals for next year/next program
– Use any negative feedback to improve future efforts