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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 – “Bronze”o Tactics
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
La Plata
• Recognizes Complete Programs
• 11 Categories
• Rigorous Standards
• Work completed in 2014
El Bronce
• Recognizes Tactics
• Print, Broadcast, Interactive/Broadcast and
Campaign Supporto 27 areas in all!
• Work Completed in 2014
Preparing A La Plata Entry
• Summary and/or Situation Analysis
• Four Criteriao Research
o Planning
o Implementation
o Evaluation
• Support Materials
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. “
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
“….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.
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.”
Support Materials
• Showcase the project
• Screen grabs
• Media Coverage
• Analytics
• Reports
• Surveys
• Physical evidence that supports the Criteria
Preparing an El Bronce Entry
• Summary and/or Situation Analysis
• Four Criteriao Planning/Content
o Creativity/Quality
o Technical Excellence
o Assessment/Results
• Support Materials
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.”
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 intento 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.
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.
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
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
A Word on Measurement
• http://www.prnewsonline.com/topics/internal-communication/2014/12/08/create-a-balance-sheet-for-the-c-suite/
Questions and Answers
Links to Chapter Resources
• La Plata Entry Guidelines & Categorieso http://prsanantonio.com/content.php?page=La_Plata_Awards
• La Plata Judging Formo http://prsanantonio.com/downloads/La_Plata_Awards/2012_laplata_sam
ple_judging_form.pdf
• El Bronce Entry Guidelines & Categorieso http://prsanantonio.com/content.php?page=El_Bronce_Awards
• El Bronce Judging Formo 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
Fran Stephenson
@fransteps on Twitter
210-557-8207
http://stepincomm.com
