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2021 AWARD CATEGORIES AND DEFINITIONS

Campaign Award Categories

NOTE: SPOTLIGHT AWARDS ARE NOW LISTED WITHIN CATEGORY GROUPS BASED ON THEMES


Spotlight Awards showcase specific, stand-alone projects or deliverables that may have been – but are not required to be – an aspect of a larger Campaign Award entry. Spotlight Award entries will be judged according to the same four pillars as the Campaign Award submissions (e.g., research, planning, execution and results). Consideration as part of a larger Campaign Award shall have no influence on the judging of independent entries in the Spotlight Award categories shown below.

 

REPUTATION & BRAND MANAGEMENT GROUP

1. Reputation / Brand Management & Brand Engagement

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 $200,000 or Less

 

2. 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 

b. Consumer Services

c. Business-to-Business

d. Government, Associations and Non-Profit Organizations

e. Campaigns with Budgets of $200,000 or Less

 

3. 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

4. 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 $200,000 or Less

 

 

5. 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 $200,000 or Less

 

 

PUBLIC SERVICE / PUBLIC AFFAIRS GROUP

6. 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 $200,000 or Less
 

7. 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 $200,000 or Less

 

CONSUMER MARKETING GROUP

8. 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 $200,000 or Less

 

9. 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 $200,000 or Less

 

10. 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 $200,000 or Less

 

BUSINESS TO BUSINESS GROUP

11. Marketing Business-to-Business 

Programs that publicize and promote new or existing products or services to a business audience.

a. Professional Services

b. Financial Services

c. Products

d. Other

e. Campaigns with Budgets of $200,000 or Less

 

12. 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 $200,000 or Less

 

13. Crisis Communications & Issues Management*

Programs that deal specifically with internal or external situations that require 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). As well as 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 $200,000 or Less

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

 

14. 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 $200,000 or Less

 

15. 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 $200,000 or Less

 

16. 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.

 

17. Legal Marketing & Communications

Programs that promote and publicize legal products and services.

 

TARGETED MARKETING GROUP

18. Targeted Marketing About Gender

Programs that focus on gender issues and/or publicize and promote new or existing products or services specifically directed at people of one gender or at people of all genders.

a. General Entries

b. Campaigns with Budgets of $200,000 or Less

 

19. 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 $200,000 or Less

 

20. 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 $200,000 or Less

 

21. 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 $200,000 or Less

 

22. Multicultural Public Relations

Programs that focus on specific cultural issues and/or publicize and promote new or existing products or services specifically directed at people of specific cultural backgrounds.

a. Targeted Marketing: Black audiences

b. Targeted Marketing: Latinx audiences

c. Targeted Marketing: LGBTQ audiences

d. Targeted Marketing: AAPI audiences

e. Targeted Marketing: Persons with disabilities

f. Campaigns with Budgets of $200,000 or Less

 

23. Targeted Marketing: Additional multicultural campaigns

Programs that are designed to consider specific audiences not specifically recognized in other categories and/or from audiences from multiple diverse communities.

a. General Entries

b. Campaigns with Budgets of $200,000 or Less

 

DIVERSITY & INCLUSION GROUP

24.  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 $200,000 or Less

 

25. 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 $200,000 or Less

 

CORPORATE SOCIAL RESPONSIBILITY GROUP

26. 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. General Entries

b. Campaigns with Budgets of $200,000 or Less

c.. Corporate/ Non-Profit Partnerships
 

27. 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 $200,000 or Less

 

MEDIA RELATIONS & CONTENT MARKETING GROUP

28. 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 $200,000 or Less
 

29. 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 $200,000 or Less


30. 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

 

31. Spotlight: Blog 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.


32. 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.

33. 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.
 

34. 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)

 

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

 

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

 

37. 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. Technologies used may include, but are not limited to, artificial intelligence, augmented reality, virtual reality, blockchain, wearable tech, etc.

 

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.
 

CLICK HERE TO ENTER
 

38. Best In-House Team

Awarded to internal 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

 

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

 

MEDIA GROUP [ALL FREE ENTRY]

Without question, the many journalists who commit to reporting on the truth as it presents itself enhance the public relations profession. Our field has more in common with the Fourth Estate than most outside of our industry realize.

New York City is the media capital of the world, and we are committed to recognizing top reporting of our industry and our city in our Big Apple Awards program.
 

CLICK HERE TO ENTER 
 

40. Best Coverage of the New York PR Community (Outlet / Individual)

a.    Outlet Category: Local or National PR Trade Publication covering the PR Community

b.   Individual Category: Local or National PR Trade Publication covering the PR Community

 

41. Best Coverage of the New York Metropolitan Area (Outlet / Individual)

a. Outlet Category: Print, broadcast or online reporting of the New York Metropolitan Area

b. Individual Category: Print, broadcast or online reporting of the New York Metropolitan Area by a reporter or producer

 

42. Excellence in Business Reporting (Outlet / Individual)

a. Outlet Category: Print, broadcast or online business reporting of the New York Metropolitan Area

b. Individual Category: Print, broadcast or online business reporting of the New York Metropolitan Area by a 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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