16th Annual Cleveland Rocks Awards


PRSA Cleveland is mixing things up in 2018 – we’re updating the categories to reflect today’s PR communication, breaking them into campaigns and tactics, and expanding our recognition of the great work and people in Northeast Ohio who rock PR. Eligible entry dates: Work completed between January 1st, 2017, and September 1, 2018.

Our online submission site will be open Sept. 24 through Oct. 12, 2018.

Early Bird Deadline: 11:59 p.m. Oct. 12, 2018

  • PRSA Member: $60 per entry
  • Non-Member: $80 per entry

Extended Deadline: 11:59 p.m. Oct. 25, 2018

  • PRSA Member: $80 per entry
  • Non-Member: $95 per entry

Evaluation Criteria

  • Situational Analysis/Research (10 points): Describe the situation and the audience
  • Planning (30 points): Detail research, goals/objectives/strategies, and planning process
  • Implementation/Execution (30 points): Describe how the plan was executed, including all tactics — quality of work, creativity and budget considered
  • Evaluation (30 points): Review success of the program, including metrics and method of evaluation

RECOGNITION

This year we continue the expanded recognition of the great work with the Bronze Rock awards. Here’s how it works:
GOLD Rock: Top score in each category (must earn at least 90)
SILVER Rock: Second top score in each category (must earn at least 80)
BRONZE Rock: All scores of 80 to 99 that do not place first or second in each category

CATEGORIES

All campaign and tactic categories will be evaluated by an independent panel of PR professionals – the PRSA San Diego chapter.

CAMPAIGNS

B2B Campaigns: Programs created to support an organization’s efforts to communicate with other businesses to drive increased visibility, preference and engagement with the brand.

Consumer New Product or Service Launch Campaigns: Programs designed to introduce new or promote existing products or services to a consumer audience.

Integrated Communication Campaigns: Programs that strategically leverage communications across all channels, including (but not limited to) digital, search, social media, media relations, content creation, and media planning and buying to affect awareness or action by a stakeholder group, including employees, consumers, media or shareholders.

Brand and Reputation Management: Programs designed to build or enhance the overall reputation, integrity and/or perceived value of an organization from a holistic point of view. Programs encompass the full organization or entity versus a product or service of the organization.

Crisis Communications: Programs undertaken to deal with an event that has had or may have an extraordinary impact on an organization and its constituencies.

Community Relations Campaigns: Programs that seek to win the support or cooperation of, or aim to improve relations with people or organizations in communities in which the sponsoring organization has an interest, need or opportunity.

Digital Campaigns: Programs hosted and activated through the combination of online and mobile tools to provide an engaging user experience that inspires target audiences to take action on behalf of the brand online.

Internal Communications: Programs designed and implemented to enhance an organization’s relations with its employees, their families, retirees, franchisees, etc.

Regulated Communications: Programs designed to impact donors, grants, stakeholders, investors and other influencers as part of an organization’s operations.

Media Relations – Local/Regional: Programs centered on media relations that showcase and/or communicate organization’s goals, point of view, existing products, services or community involvement.

Media Relations – National: Programs centered on media relations that showcase and/or communicate an organization’s goals, point of view, existing products or services or community involvement.

Media Relations – Trade: Programs centered on media relations that showcase and/or communicate an organization’s goals, point of view, existing products or services or community involvement.

Events: An event or series of events (commemorations, observances, openings, celebrations or other special activities, etc.) designed to attract attention to a product, service or commemorative occasion.

TACTICS

Best Use of Facebook Page
Facebook strategies and/or campaign that did a good job of sharing the client or organizations message and creating engagement. How did you use the platform and what were the results?

Best Use of Instagram Account
Instagram strategy and/or campaign that made your client/brand stand out visually. How did you use the platform and what were the results?

Best Use of Twitter Account
Twitter strategy/campaign that did a good job of interacting with customers, handling a crisis or deliver big news. How did you use the platform and what were the results?

Best Use of YouTube Channel (or other video-sharing site)
Video strategy/ campaign that did a good job of using video to increase engagement and brand awareness/other marketing efforts. How did you use the video sharing platform and what were the results?

Best Use of Influencer Promotion
Influencer strategy/campaign that did a good job of picking the right influencer(s) and increasing brand awareness within the target audience. What content was created and what were the results?

Best Use of LinkedIn Account
LinkedIn strategy/campaign that did a good job of sharing the client or organizations message, increasing engagement or finding/retaining talent. How did you use the platform and what were the results?

Best Use of Blog (single post B2B and B2C and series B2B and B2C)
Blog strategies and/or campaign that effectively shared the client/organization’s message, creating high levels of engagement (qualitative and/or quantitative) with targeted audience. How did you use the blog and what were the results?

Best Paid Social Media Campaign <$500 (B2B and B2C)
Social Media Campaign with a limited budget that most effectively reached target audience(s) and created engaging opportunities to interact with audience.

Best Paid Social Media Campaign > $500 (B2B and B2C)
Social Media Campaign with a budget exceeding $500 that most effectively reached the target audience(s) and created engaging opportunities to interact with audience.

Best Social Media Campaign for a Non-profit and/or Governmental Agency
Social Media Campaign that utilized original content and/or trending topics to effectively engage with the targeted audience either quantitatively or qualitatively.

Interactive Online Communications
Webinar: Best use of digital communication via live seminar, live press conference, etc. to engage, educate and influence an audience. Submit deck or content of the presentation, along with one-page summary including information on audience and purpose of presentation.

Website/mobile application: A website designed to communicate with internal or external audiences. Submit website addresses and other links and/or screenshots of site.

Multimedia Content – Podcasts/Audio: Original podcasts or other audio-form content developed and published that leverages storytelling.

Multimedia Content – Video: Original video created and published on social media or non-social channels.

Multimedia Content Online newsroom / Digital media kit* : Original material, images, video and/or audio hosted and promoted via digital and /or web-based means.

Promotional Content – Media Kit: Development and publication of promotional content for an event, initiative, or organization announcement.

Email Marketing Campaign: Communication pieces that are designed to solicit a specific, immediate response by the target audience. This can be a single communication or a series.

Publications: Both print and online

E-newsletter: (Digital communication pieces that are designed to solicit a specific, immediate response from the target audience. This can be a single communication or a series.

Newsletter: Publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization’s overall objectives. Submit three consecutive issues.

Magazine: Publications designed to provide in-depth information about an organization or topic on a regular basis. The number of pages and length of articles typically differentiate magazines from newsletters.

Books/Guides/Resource Directory: Single-issue publications designed for a special purpose.

Annual Reports: Created on behalf of an organization, including the overall report, design and writing credits for the team involved in its creation and publishing.

Written content

Technical (B to B)
Technical article/Whitepaper: Single-issue publications designed for a special communications purpose. Upload up to three copies of the publication along with the summary. Entries will primarily be judged on publication quality, not business ROI.

Case study: customer testimonial that persuades target audience, placed in targeted media source, through well-executed, written and illustrated demonstration of client or organizations’ or suppliers’ goods and/or services.

General
Op-ed: Opinion article written as an editorial, guest column or letter to the editor. Submit text of article and documentation of publication. The article should have been written by the practitioner and submitted and published through his/her efforts.

Feature article: Feature articles that have been written by a practitioner, submitted and published through his/her efforts. Submit text of feature article, as well as documentation of publication and placement. Summary should include target audience, measurable objectives and any documented results. Feature content must be written entirely or substantively by the entrant, and not merely pitched.

Press release: Any form of news release that that demonstrates creative, quality and subsequent results in placement.

Speech: Submit text of speech. Summary should include information on audience, purpose of speech and any documented results.

Creative Tactics and Communications

Unconventional tactics and communications collateral that does not fall into any other category – guerrilla marketing tactic, event portion of campaign, for example:

Collateral developed to support persuasion and communications
Creative Promotion – dimensional mailing: Use of a specific mailer or promotion to media or another source to publicize or promote a new event, service or product; sent via US mail, delivery or drop-off in form of a “packaged” or ‘assembled’ promotion of materials or materials.

Pro Bono Program: Public relations program or campaign developed and executed at no charge on behalf of a cause or charity organization. May include one-time special events.

Attend the Awards Reception and Presentation

The Cleveland Rocks Awards, PRSA Greater Cleveland’s signature event, recognizes the area’s best in public relations and communications projects and programs. Join us at the Rocksino on December 4 and network with other Cleveland-area communicators, bid on coveted silent auction items and enjoy the show as this year’s best-of-the-best are revealed.

Tickets go on sale soon!

Donate an Item for the Silent Auction

The silent auction that takes place the PRSA Cleveland Rocks Awards reception support the PRSA Greater Cleveland Student Scholarship Program. We are currently accepting auction donations, contact prsacle@gmail.com if you would like to donate an auction item.

Public Relations Society of America, Greater Cleveland Chapter