The Fourth annual Worthy Awards
Entry Tips and Information
By: Carolyn Bobo, APR, Fellow PRSA
The Worthy Awards are designed to provide area communications, marketing and public relations professionals with an opportunity to celebrate creativity, strategic thinking and professional ability.
Don’t be hesitant about entering. Think about your activities between January 1, 2014 and June 30, 2015, and go for it.
Here are some tips for preparing your entry.
A solid entry will address these points:
- What was done?
- Why did it matter?
- How was it measured?
Carefully Read the Entry Parameters
The judges (Cleveland’s PRSA chapter) will look at each required area and base their scoring on how well the four entry areas are explained. Entrants should address each required point, and thoughtfully explain their good work so that it is excruciatingly clear to judges not familiar with our area.
Rationale (Tactics) and Research (Campaigns, Projects)
Explain any type of research, and why it was used. A textbook campaign would include formal, original research, but that isn’t always feasible or necessary. Judges know this, so entrants should clearly describe what was done. For example, a brainstorming session, a review of media clips or discussions with clients may be described as secondary, qualitative research … literature review … content analysis … anecdotal reports.
Objective/Purpose (Tactics) and Planning (Campaigns, Projects)
Why did you do what you did? Possible reasons are to increase sales, raise funds, create name recognition or influence public behavior. Describe any factors about the project/tactic that will help judges understand the purpose and the market. Note that the purpose must – absolutely must – match the outcome. Read on to the Evaluation section.
Execution (Campaigns, Projects)
Explain which tactics were chosen and why. When there are several tactical options, the entrant should state, for example, that “these tactics were selected to expand the reach of our message,” identify and justify each tactic.
Remember that the judges won’t know that your decisions and efforts were special unless you tell them.
If your entry states “TV station XYZ sponsored the event,” you must explain that “TV station XYZ rarely supports activities in Fort Worth.” Or, “TV station XYZ sponsors only three events per year, and we convinced the station to choose ours.”
Another hypothetical example: If your target market/public prefers electronic media over print, your entry should state, “Secondary research found that our target demographic prefers to receive electronic communications.” Such data may be obvious to you, but your entry narrative also must make your decision obvious to the judges.
Here’s where to explain who wrote the copy, designed a magazine, edited content, provided photos, approved the budget and negotiated with a vendor. The tactics section of The Worthy Awards is an explanation of who did what. If an unusual price or component was negotiated, say so, so the judges will understand your extra effort.
Tactics are created to meet a specific need, and are skillfully and professionally prepared. An evaluation of effectiveness and impact, based upon defined objectives, can be simply stated. However, the results must – absolutely must – match the purpose. If the purpose was “to generate five media stories,” the result must show five (or more) media reports. If the purpose is “to raise awareness,” the results must show a measurable increase in awareness.
Evaluation (Campaigns, Projects)
Explain how the targeted market, public or audience responded and how you learned about its response. This is the time to include quantitative data and analysis. Such measures may be a replication of preliminary research or measures of other activities. For example, measures can be election results, a sales increase, ROI, donor or donation increase, or the number of participants/responses that exceeded expectations. Include as much measurable and anecdotal response as possible, and describe future plans.
If comprehensive research was not needed, say so. For example, “More than 5,000 people in our target public responded to the activity. We expected only 3,000, so we did not repeat our preliminary research to measure interest in the topic. However, we will analyze the experience of these respondents to plan future campaigns related to this issue.”
Information below on Communicator of the Year will be available soon. Please check back.
Good luck to everyone. See you at the Nov. 5 awards presentation.
Please feel free to contact us if you have questions or would like more information: