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Did you enter the National PRSA Silver Anvil awards competition? Use your Silver Anvil entry as a starting point as the program criteria for the Thoth Awards closely follow the criteria for the national PRSA Silver Anvil Awards.
These categories provide an opportunity for full programs or campaigns to be recognized for excellence. On the online form, select the category that most closely fits the primary purpose of your entry. You may submit more than one entry per category or entries in several categories, but each entry must be submitted online separately.
1. Community Relations: Programs that seek to win the support or cooperation of, or that aim to improve relations with, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations. Campaigns designed to promote products or services should be entered in either category Marketing Consumer Products and Services or Marketing Business-to-Business Products and Services.
2. Reputation/Brand Management: Programs designed to enhance, promote or improve the reputation of an organization with its publics, either proactively or in response to an issue, event or market occurrence.
2C. Associations/Nonprofit Organizations
3. Events and Observances (seven or fewer days): Programs or events scheduled for one to seven consecutive days (not including planning and preparation). Events may be commemorations, observances, openings, celebrations or other special activities and must occur within a time span of one week.
4. Events and Observances (more than seven days): Programs, events, or activities that take place for longer than a one-week period, such as a yearlong anniversary (commemorations, observances, celebrations, etc.).
5. Public Service: Programs that advance public understanding of a societal issue, problem or concern. Similar programs conducted principally to enhance an organization’s standing or to otherwise serve its interests directly should fall in Category 2: Reputation/Brand Management.
6. Public Affairs: Programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies—at the local, state or federal government levels—so that the entity funding the program benefits.
6C. Associations/Nonprofit Organizations
7. Marketing Consumer Products and Services: Programs designed to introduce new or promote existing products and/or services to a consumer audience.
8. Marketing Business-to-Business Products and Services: Programs designed to introduce new or promote existing products or services to a business audience.
9. Global Communications: Any type of program (institutional, marketing, events, etc.) sponsored by a U.S. agency, a U.S. organization, or a global organization with a U.S. presence. The program demonstrates effective global communications implemented in two or more countries (e.g., one could be in the U.S. but the program must include one other country).
10. Crisis Communications: Program undertaken to deal with an event or issues that has had or may have an extraordinary impact.
11. Issues Management: Programs undertaken to deal with issues that could extraordinarily affect ongoing business or organization strategy.
12. Internal Communications: Includes programs targeted specifically to special publics directly affiliated with an organization (i.e., employees, members, affiliated dealers or franchisees).
12A. For organizations with fewer than 10,000 employees or members
12B. For organizations with 10,000 or more employees or members
13. Multicultural Public Relations: Any type of program (i.e., institutional, marketing, or community relations) specifically targeted to a cultural group.
14. Integrated Communications: A program that employs the creative and effective integration and leadership of public relations strategies and tactics with other promotional marketing communications. It should demonstrate the integration of strategies, plus the budget and measurement of return on investment of the communications to any stakeholder group including employees, consumers, the media, investors and shareholders.
14A. Consumer Products or Services
14B. Business to Business
14D. Associations/Nonprofit Organizations
15. Pro Bono Public Relations: A public relations program created on behalf of or by a non-profit (501(c)(3) organization [proof of status required]. This program must be created, developed and executed by an individual practitioner or an agency without financial compensation to that individual or agency.
16. Independent Public Relations Practitioners and Small Independent Firms’ Media Relations Programs and/or Campaigns: Any media relations campaign created and executed by public relations practitioners or counselors in the Washington, D.C. Metro area who own or operate a sole independent PR business or consulting firm or a PR firm having three or fewer employees, not counting the owner.