Use the judges’ scoring criteria to hone your entry for outstanding people and organizations

FOR PR/COMMUNICATIONS AGENCY ENTRIES

Guidelines for PR/Communications Agency Entries: In general, agencies will be judged on a combination of four values: Account retention; employee retention and relations (including remarkable HR practices); growth through new business acquisition and increases in existing-client billings; and achievements in the practice of public relations/corporate communications (including awards won, innovations to PR/communications practice and extraordinary results achieved for clients).  These qualities should be described and backed with hard data whenever possible.

For all Communications Agency awards, please include annual PR/corporate communications income (fees plus mark-up for outside purchases) and number of employees.  In addition, agencies are asked for certification by the firm’s CEO in their entries of the following PR/corporate communications(non-advertising)-related revenue information:

Firm Postioning—Unique Sales Proposition and Mission. How distinctive is the firm’s positioning—how clear and distinguishable is its stated uniqueness?  We’re looking for a firm that distinguishes itself clearly and originally. (Possible points: 5)

Account Retention Rates. How long do clients stay at the agency?  Is this an agency that’s good at selling itself but short on servicing and satisfying clients, or is this an agency that excels in long-term, progressive relationships?  We’re looking for the latter.  (Possible points: 7)

Work Environment. What’s the work culture like, what kinds of employee development and benefit programs does the agency have, and what is the employee retention rate?  We’re looking for the ideal work environment, where employees thrive, are happy and grow professionally. (Possible points: 7)

Growth And New Business Development. What track record has the agency had in developing new business over the past year—from existing clients and from new clients.  We’re looking for steady growth over the years and particularly over the past year, and especially from existing clients—which are always considered your most valued clients. (Possible points: 6)

Improve Society. How has the agency used its skill in PR and communications to improve our society and improve the credibility of the profession, especially in the past year?  We want to see examples of encouraging client integrity, honesty and authenticity, as well as pro bono work for clients that benefit society. (Possible points: 6)

Results Achieved for Clients. What extraordinary communications achievements has the agency contributed over the past year to the industry, to PR practice and especially with regard to results achieved for clients?  How well has this agency demonstrated that PR can add high value and be extremely cost-effective? (Possible points: 9)

FOR PR/COMMUNICATIONS PROFESSIONAL

Guidelines for PR Professional Entries: Candidates may be nominated by colleagues or may enter themselves.  Judges will look for leadership, integrity and extraordinary achievement—displays of breakthrough thinking, initiative, advancement, results and qualities that reflect positively on the PR profession.  These qualities and accomplishments may be from the past year or cumulative over a career.

Professional Leadership. How has this person demonstrated leadership among co-workers and among industry colleagues?  How has he or she set high standards of performance for others, particularly in the areas of innovation, hard work and determination?  We’re looking for someone who inspires others to higher achievement.  (Possible points: 6)

Demonstration Of Integrity. How has this person demonstrated integrity—a commitment to honesty, authenticity and transparency—even under difficult situations?  We’re looking for people who by their works improve the reputation of the profession. (Possible points: 6)

Breakthrough Communications Approaches. What kind of breakthrough strategic and/or tactical approaches has this person contributed—innovations and advancements to the practice of public relations and corporate communications—especially over the past year?  We’re looking for someone who, by introducing new methods, moves PR/communications practice forward. (Possible points: 7)

Contributions to the Profession. How has this person advanced the image of public relations in society and/or the profession as an institution?  How involved has this person been in PR or communications organizations, and what accomplishments has she or he made? (Possible points: 6)

Improve Society. How has this person used his or her skill in PR and communications to improve our society and improve the credibility of the profession, especially in the past year?  We want to see examples of promoting client integrity, honesty and authenticity, as well as pro bono work for clients that benefit society. (Possible points: 6)

Results Achieved. What extraordinary communications achievements has this person contributed over the past year to the industry, to PR practice and especially with regard to results achieved?  How well has this person demonstrated that PR can add high value and be extremely cost-effective?(Possible points: 9)