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PRSA-NY BIG APPLE LOGO2020 AWARD CATEGORIES AND DEFINITIONS

Campaign Award Categories

REPUTATION & BRAND MANAGEMENT GROUP

1. Reputation and Brand Management
Programs that introduce, promote, or enhance the image, profile and reputation of an organization to its key constituents, either proactively or in response to an issue, event or market occurrence.

a. Business

b. Government, Associations and Non-Profit Organizations

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

2. Brand Engagement  
Programs that effectively and consistently communicate a brand's message while engaging audiences across multiple media channels.

a. Business

b. Government, Associations and Non-Profit Organizations

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

3. Integrated Communications
Programs that blend various promotional strategies, tactics and tools to effectively and consistently communicate an organization’s brand, products, and/or services to key audiences.

a. Consumer Products (Mass Market)

b. Consumer Products (Luxury)

c. Consumer Services (Mass Market)

d. Consumer Services (Luxury)

e. Business-to-Business

f. Government, Associations and Non-Profit Organizations

g. Campaigns with Budgets of $150,000 or Less

h. Campaigns with Budgets between $150,000  and $500,000
 

4. Spotlight: Brand Engagement
An activity or program that effectively and consistently communicates the brand's message, engages the audience across media channels, and forms an attachment between the audience and the brand.

 

EVENTS & OBSERVANCES GROUP

5. Events and Observances (One to Seven Days)
A stunt, event or series of events (e.g., opening, celebration, etc.) that draws attention to a product, service, organization or commemorative occasion of seven days or less.

a. Business

b. Government, Associations and Non-Profit Organizations

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

6. Events and Observances (More Than Seven Days)
An event or series of events (e.g., festivals, year-long anniversary, etc.) that draws attention to a product, service, organization or commemorative occasion of more than seven days.

a. Business

b. Government, Associations and Non-Profit Organizations

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

PUBLIC SERVICE/PUBLIC AFFAIRS GROUP

7. Public Service
Programs that foster public understanding or promote a call to action regarding a societal issue or cause.

a. Business

b. Government, Associations and Non-Profit Organizations

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

8. Public Affairs
Programs that create public awareness of a specific issue or political candidate or that are designed to affect legislation, government regulations, or political action at the local, state or federal government level. (If federal, the candidate or issue must originate from the New York metro area).

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

CONSUMER MARKETING GROUP

9. Marketing Consumer Products
Programs that publicize and promote new or existing products to a consumer audience.

a. Healthcare

b. Technology

c. Beauty    

d. Fashion    

e. Food, Beverage and Hospitality

f. Packaged Goods

g. Non-Packaged Goods

h. Other

i. Campaigns with Budgets of $150,000 or Less

j. Campaigns with Budgets Between $150,000 and $500,000
 

10. Marketing Consumer Services
Programs that publicize and promote new or existing services to a consumer audience.

a. Healthcare

b. Technology

c. Finance

d. Travel and Tourism

e. Restaurant/Bar and Retail 

f. Real Estate    

g. Sports    

h. Arts, Culture, and Media  

i. Other

j. Campaigns with Budgets of $150,000 or Less

k. Campaigns with Budgets Between $150,000 and $500,000
 

11. Best Use of Influencers
Creative, appropriate and effective identification, engagement and use of an ambassador, celebrity or other influencer to introduce, enhance or promote an organization or brand message to key audiences.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

BUSINESS TO BUSINESS GROUP

12. Marketing Business-to-Business 
Programs that publicize and promote new or existing products or services to a business audience.

a. Professional and Financial Services

b. Products

c. Other

d. Campaigns with Budgets of $150,000 or Less

e. Campaigns with Budgets Between $150,000 and $500,000
 

13. Global Communications
Programs for implementation in more than one country that were planned, coordinated, and at least partially implemented by professionals in the New York metropolitan area.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

14. Crisis Communications*
Programs that deal specifically with internal or external situations that required an immediate response (includes proactive and reactive programs designed to protect and defend an individual or organization facing a public challenge to its reputation as well as programs for crisis, disaster or emergency preparedness, response and management).

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

15. Issues Management*
Programs that deal with issues that could extraordinarily affect ongoing business strategy consistent with an organization’s mission, values, vision and best practices.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

16. Internal Communications
Programs that enhance an organization’s relationship with its employees and publics directly allied with the organization, such as members, affiliated dealers, and franchisees.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

17. Investor Relations
Programs that effectively communicate an organization's financial story and maintain relations with its shareholders, industry analysts, investment community, and local business community.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

18. Annual Reports
Creative print and/or digital representation of Annual Reports for businesses, foundations, academic institutions, organizations or other agencies; Sustainability Reports; Corporate Social Responsibility (CSR) Reports; and other documents designed to showcase organizational excellence to key audiences and the public at large.
 

19. Legal Marketing & Communications
Programs that promote and publicize legal products and services.

TARGETED MARKETING GROUP

20. Targeted Marketing to Women 
Programs that publicize and promote new or existing products or services specifically directed to women.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

21. Targeted Marketing to Men
Programs that publicize and promote new or existing products or services specifically directed to men.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

22. Targeted Marketing to Millennials
Programs that publicize and promote new or existing products or services specifically directed to millennials.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

23. Targeted Marketing to Baby Boomers
Programs that publicize and promote new or existing products or services specifically directed to baby boomers.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

24. Marketing Targeted Specifically to Animal Care
Programs about animals (e.g., solved a problem, changed opinions, or created business opportunities) or programs that promoted new or existing products and services for animals and their owners.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000
 

25. Multicultural Public Relations 
Programs that are specifically designed to consider multiple diversities and recognize the perceptions, attitudes and behaviors of an organization’s cultural publics.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000

 

DIVERSITY & INCLUSION GROUP

26. Spotlight: Diversity and Inclusion       
Demonstrates diversity and inclusion through work on either an internal or external communications campaign.

a. Business           

b. Government, Associations and Non-Profit Organizations  

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

27. Diversity and Inclusion in the Workplace  
Programs designed to advance diversity and inclusion in the workplace and yield measurable results.

a. Business

b. Government, Associations and Non-Profit Organizations

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000

 

CORPORATE SOCIAL RESPONSIBILITY GROUP

28. Corporate Social Responsibility
Programs of a philanthropic nature that benefit charitable causes, the environment, consumers, communities, stakeholders and other members of the public sphere. 

a. Campaigns with Budgets over $150,000

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000

d. Corporate/Non-Profit Partnerships
 

29. Community Relations
Programs that improve or maintain an organization’s relationship or image within the community (specific geographic location) in which it operates.

a. General Entries

b. Campaigns with Budgets of $150,000 or Less

c. Campaigns with Budgets Between $150,000 and $500,000

 

MEDIA RELATIONS & CONTENT MAREKETING GROUP

30. Spotlight: Content Marketing  
Programs that effectively leverage articles, videos, infographics, and other types of relevant and valuable narrative content to introduce and/or promote a brand or organization.

a. Business           

b. Government, Associations and Non-Profit Organizations      

c. Campaigns with Budgets of $150,000 or Less

d. Campaigns with Budgets Between $150,000 and $500,000
 

31. Spotlight: Digital Media
Programs that utilize any form of digital media (social media, mobile, apps, or other technology) as the sole or primary source of outreach to generate awareness or influence behavior.

a. Consumer Products and Services

b. Business-to-Business

c. Government, Associations and Non-Profit Organizations

d. Campaigns with Budgets of $150,000 or Less

e. Campaigns with Budgets Between $150,000 and $500,000


32. Spotlight: Video
Creative content and/or innovative use of broadcast, streaming or other video content including B-Roll, Internal Video, Public Service Announcement, Satellite Media Tour, Mobile, Shared or Social Media, Vlog, Viral Videos, etc.

a. Video for Broadcast: Media Tour or B-Roll

b. PSAs

c. Social Video

d. Internal Video

e. Live Web Event

f. Other
 

33. Spotlight: Blogs or Microsite
Original, insightful and inspiring content published via a blog (or vlog) for the purpose of establishing authority and enhancing reputation in an industry.


34. Spotlight: Podcasts
Audio or video delivered as part of a syndicated series that can be downloaded or streamed online. Listeners or viewers must be able to subscribe to updates that are either delivered automatically or are made available to the subscriber in some aggregated format.


35. Spotlight: Experiential Marketing  
Programs by a brand, agency or publisher to connect with consumers and encourage brand or organizational loyalty through indoor or outdoor experiences or via social engagement such as Facebook Live or Twitter Live.
 

36. Spotlight: Media Relations
Innovative, engaging or other successful techniques that captured the attention of influencers and media (consumer, trade, or business) and connected them with your brand or client.

a. Cross-Platform

b. Print

c. Broadcast (TV and/or Radio)

d. Digital (Online/Social)


37. Spotlight: Infographics
Creative graphical representation of information that might be more difficult to comprehend in another medium.
 

38. Spotlight: Websites
New or newly designed website that demonstrates exceptional content, design, navigation, and presentation.
 

39. Spotlight: Analytics
Using data & insights to shape the success of a program and improve outcomes.
 

40. Spotlight: The Next Big Tech Thing:  Innovative Technological Approaches to Execution
Creative use of an emerging technology, device, or mobile app in support of a communications program.

a. Spotlight: The Next Big Tech Thing: Innovative Technological Approches to Execution

b. Spotlight: Best Use of Digital Currency in a Campaign or Project

c. Spotlight: Best Use of Artificial Intelligence in a Campaign or Project

 

LEADERSHIP IN DIVERSITY & INCLUSION AWARD
PRSA-NY and the distinguished members of the PRSA-NY Diversity Advisory Board have established the 2020 Big Apple Leadership in Diversity & inclusion Award to honor exceptional companies, public relations agencies, and individuals who are leading initiatives that foster diversity in the workplace and champion underrepresented groups and their advancement across the full spectrum of private enterprise. 

Visit https://www.prsany.org/page/2020BALeadershipDiversity to enter the Leadership in Diversity & Inclusion Awards


41. Leadership in Diversity & Inclusion Award for Individuals Working within Agencies or In-House Departments of Any Size
This award honors an individual’s contribution who has helped improve, drive, and implement diversity and inclusion. This can include D&I officers or other individuals whose passion for D&I transcends beyond their non-D&I role. Potential candidates should have a proven track record with recognition in the area, either internally or externally. Submissions may include examples of portfolio of work/career, successful initiatives, etc. Video reels of the nominee are also welcome.

a. Individuals working within Agencies of any size

b. Individuals working within In-House Departments of any size


42. Leadership In Diversity & Inclusion Award
This award honors corporations and PR agencies with a successful in-house initiative to improve diversity and inclusion at all levels and divisions of the firm. Focus is placed on breadth and depth of employee diversity, recruitment, retention and promotion. Submissions may include examples of initiatives, partnerships, case studies, third party endorsements as well as numbers, statistics and percentages. 


a. Firms with $100 Million or More in Annual Revenue

b. Firms with Less Then $100 Million in Annual Revenue

 

IN-HOUSE COMMUNICATIONS GROUP [all free entry]
The Big Apple program is looking to reward in-house communications teams for the great work they do, as well as how they collaborate with senior agency leaders. Our goal is to bring agencies and in-house teams closer together. To encourage a large group of nominees, we are making it free to enter.


Visit www.prsany.org/BAInHouse20 to enter the Big Apple In-House Communications Group Awards.


43. Best In-House team
Awarded to in house teams that consistently generate results, surpass goals & objectives and promote diversity & inclusion among team members.

a. Health (Including Medical, Pharma, Wellness, etc.)

b. Consumer (Including CPG, Technology, Travel, Food & Bev, etc.)

c. Services (Legal, Finance, Insurance, etc.)

d. Government, Associations and Non-Profit Organizations       

e. Other
 

44. Best Partnership
Celebrating the best relationship between senior leaders at an agency and end client partner.

 

MEDIA GROUP [all free entry]
The PRSA-NY Chapter believes we have the best public relations practitioners in the world. One reason for that is we also offer the best in media, trade press, and industry bloggers. While the media is under siege from multiple directions, we feel it is time to recognize the great work that they do and honor them for the first time as part of the Big Apple Awards. Entry is free and you can enter the media group awards at www.prsany.org/BAMedia20.
 

45. Best Coverage of the New York PR Community (Outlet / Individual)
Local or national PR trade publication covering the New York PR Community.

a. Outlet

b. Individual
 

46. Best Coverage of the New York Metropolitan Area
Print, broadcast or online reporting of the New York Metropolitan Area.

a. Outlet

b. Individual (Reporter or Producer)
 

47. Excellence in Business Reporting
Print, broadcast or online business reporting of the New York Metropolitan Area.

a. Outlet

b. Individual (Reporter or Producer)

 

*Information provided by entrants in this category will be kept confidential for review only by the judging panel.


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