19th Annual Cleveland Rocks Awards


Submit your winning entry here!

The 19th Annual Greater Cleveland PRSA Chapter Cleveland Rocks Awards for Excellence in Communications are coming!  Start preparing your submissions!

This year’s awards feature refreshed categories to help you earn recognition for your best work yet. In order to be eligible, your campaigns and tactics must have been completed between January 1, 2020 and July 1, 2021.

Early Bird registration runs from August 23 to September 3 (closing at 11:59 p.m.)

  • PRSA Member/Press Club Member: $65 per entry
  • Non-Member: $85 per entry

Regular registration runs from September 4 to October 1 (closing at 11:59 p.m.)

  • PRSA Member/Press Club Member: $75 per entry
  • Non-Member: $95 per entry

SPONSORSHIPS
Want to sponsor this year’s event? Learn more about sponsorship opportunities here

SAVE THE DATE! This year’s award celebration will be held live and in-person Thursday Dec, 9 at the Rock & Roll Hall of Fame and Museum. Tickets will include free passes to tour the museum ($28.95 value).

This is our chapter’s largest fundraiser of the year and our annual Rocks Awards honors the outstanding campaigns and tactics developed by our very own PR and Communications community. And yes, we are still accepting sponsors! Here is a patronage menu that includes a variety of sponsorships from which to choose.

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 (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 categories (campaigns and tactics) will be evaluated by an independent panel of PR professionals from a sister chapter. 

Campaigns:
  • COVID-19 Response Communications (NEW THIS YEAR!): Best use of any digital communications (webinar, podcast, digital media kit, downloadable collateral, video or social media postings) created as a result or in response to the COVID-19 pandemic 
  • COVID Response External Communications Campaign (NEW THIS YEAR!): Best use of any digital communications (webinar, podcast, digital media kit, downloadable collateral, video or social media postings) created as a result or in response to the COVID-19 pandemic for external stakeholders
  • Promoting Diversity & Inclusion via Interactive Online Communications: Best use of any digital communications (webinar, podcast, digital media kit, downloadable collateral, video or social media postings)  
  • Diversity & Inclusion Internal Communications:Programs designed and implemented to enhance and support an organization’s Diversity and Inclusion stance/position and relations with its internal stakeholders: employees, their families, retirees, franchisees, etc.
  • Diversity & Inclusion External Communications:Programs designed and implemented to enhance and support an organization’s Diversity and Inclusion stance/position and relations with its external stakeholders: employees, their families, retirees, franchisees, etc. 
  • Diversity & Inclusion Pro Bono Program:Public relations program or campaign developed and executed at no charge to promote Diversity and Inclusion in its various publics. May include one-time special events.
  • 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. 
  • 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 undertook to deal with an event that has had or may have an extraordinary impact on an organization and its constituencies. 
  • Community Relations (or Cause) Campaigns: Programs 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. 
  • *Events (Non-Profit): 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.
  • *Events (Corporate Communications): 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.
  • *Events (Education): 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.
  • *Events (Healthcare): 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.
  • *Events (Public Affairs/Government):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. 
  • *Events (Travel/Tourism):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. 
  • Best use of influencer marketing/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?
  • Internal Communications:Programs designed and implemented to enhance and organization’s relations with its employees, their families, retirees, franchisees, etc. 
  • *Integrated Communication Campaigns (Non-Profit):Programs 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. 
  • *Integrated Communication Campaigns (Corporate Communications): Programs 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. 
  • *Integrated Communication Campaigns (Education):Programs 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. 
  • *Integrated Communication Campaigns (Entertainment/Sports): Programs 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. 
  • *Integrated Communication Campaigns (Healthcare):Programs 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. 
  • *Integrated Communication Campaigns (Public Affairs/Government):Programs 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. 
  • *Integrated Communication Campaigns (Travel/Tourism):Programs 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. 
  • 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.

*Note: While the “Integrated Communications Campaigns” and “Events” categories aren’t new, we are breaking them into industry type this year. 

 Tactics:
  • 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.  
  • 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 Blog: 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. 
  • 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 .
  • Podcast: Creative works distributed through the Internet using streaming media technology.  Submit summary and upload or provide examples of media used. 
  • Email Marketing:Communication pieces that are designed to solicit a specific, immediate response by the target audience. This can be a single communication or a series. 
  • eNewsletter:(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. 
  • 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.
  • 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, and 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.

Sponsored by:

 

Public Relations Society of America, Greater Cleveland Chapter