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Call for entries for Best of Northeast Ohio PR, 2009
8/26/2009

Submit your entries now and before Monday, Sept. 28 for the Seventh Annual Cleveland Rocks Awards, celebrating the best of Northeast Ohio's public relations efforts in 2009. The special annual awards event will be held Friday, December 4, 2009. The late deadline is Friday, Oct. 2.

Please click here for PDF version of the Call for Entries brochure and entry form.

The PRSA Cleveland Rocks Awards are awarded annually to public relations practitioners who, in the judgment of their peers, have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness.

This is not a Silver Anvil Award, but it may encourage you to enter the Silver Anvil Award competition. At a minimum, you will know how you compare with others in Northeast Ohio. The PRSA Cleveland Rocks Awards recognize outstanding public relations programs and projects. There are 31 categories to enter. Winning entries must meet the highest standard of performance in the profession. Entries are not returned and become the property of PRSA. Winning entries are kept for professional reference in the Greater Cleveland Chapter of PRSA archives. The decision of the judges is final.

Finalists in each category will be notified following judging of the entries. Winners and runners-up, if selected, will be announced and honored at the awards luncheon on Friday, December 4, 2009 at Windows on the River in Cleveland. Award winners can order duplicate awards through PRSA Cleveland. Information will be available at the awards luncheon. Only one Gold Cleveland Rock will be awarded in each category, unless there is a tie. There will be no more than two runners-up in any category, and only programs/projects meeting
criteria will be selected to receive a Silver Cleveland Rock. No awards will be given in categories where judges determine that the entries do not merit them.

At least some part of your program or project must have occurred since January 1, 2008. Entries tend to have a better chance of winning near the completion, when evaluation against initial objectives can be determined. Entries submitted to last year’s PRSA Cleveland Rocks competitionmay be entered into this year’s competition as long as the entry did not receive either a Gold or Silver Rocks award. Choose the most appropriate category. It is possible that an entry could be appropriate for more than one category. In deciding which category is most appropriate, entrants should examine program/project objectives and target audiences. Judges will not move entries to other categories and can disqualify entries if they are entered into obviously incorrect categories. Each entrant must designate on the entry form the category and sub-category, if available, that is most appropriate for the entrant’s program/project and the organization that funded it. If you have any questions about the categories, contact either Kelly McGlumphy at 216.902.3800 or Lisa Foster at 216.987.5134.

ENTRY FEES & DEADLINES

Enclose a check or money order (U.S. funds only) payable to Greater Cleveland Chapter of PRSA. Members of the PRSA Akron Chapter and NOCA organizations may enter under the member rate. Entry fees are not refundable. Two deadlines will be offered this year – a regular deadline and a late deadline. The cost for entries received by the regular deadline of Monday, September 28, be $50/member and $75/non-member for each entry. The cost for entries received by the late deadline of Friday, October 2, 2009 at 12:00 p.m. is $75/member and $100/non-member per entry.

Regular deadline – Entries must be submitted by 5:00 p.m. on Monday, September 28, 2009.
Late deadline – Late entries will be accepted through 12:00 p.m. on Friday, October 2, 2009. Late entries will be charged an additional $25 per entry.

STANDARD PRESENTATION OF ENTRIES

PRSA Cleveland Rocks Awards entries should be placed into a hardcover, three-ring binder. The three-ring binder should be standard letter-size and should not be more than two inches thick. The entry form, with payment information, must be inserted into the clear pocket of the three-ring binder’s cover. Any entries not packaged in a hardcover binder may be disqualified. Note exception: press kit/media kit entries may be submitted in a pocket folder with summary sheet attached to folder’s cover. Develop a concise summary, no longer than a single page, which should include situation, objectives, strategy, tactics, results and budget. Also, consider any specific information requested in the individual category. Supporting materials, including copies of news clippings, photos, audiovisual materials and other collateral used in the execution of the program/project may be included. Audiovisual entries and supporting materials must be duplicated to a CD or DVD with the entrant’s name, entry title and running time marked on the cover. Web site entries must include the URL (if still “live”), user IDs or passwords, if necessary, and must be submitted on CD. Please place all supporting materials in one envelope clearly labeled with the entrant’s name and entry title, then secure the envelope to the inside of the entry binder.

Please submit a digital photo or electronic file that represents your entry to Kelly McGlumphy at kmcglumphy@roopco.com marked “PRSA Cleveland Rocks” in the subject line. We will use these images as part of the awards program at the luncheon. Suggestions include:
• Photo of your entry
• Photo of the team that worked on the program/project
• Photo from an event related to the entry
• Logo
• Related artwork or newsletter PDF
In addition, please submit a PDF of your entry or entries via e-mail to Kelly McGlumphy at kmcglumphy@roopco.com. Winning entries will be posted to PRSA Cleveland’s Web site.

NOTIFICATION OF ENTRY AND AWARD

Be sure to include your e-mail address on the entry form. We will notify you of receipt of your entry in this manner. If the judges have determined that you will receive an award, you will be notified in advance of the awards luncheon that you are a winner, but you will not be told what level of award you will receive until the awards luncheon. The regular deadline for receipt of entries by Roop & Co. is Monday, September 28, 2009, by 5:00 p.m. The late deadline, which requires an additional $25 charge per entry, is Friday, October 2, 2009, by 12:00 p.m. No extensions will be granted.

Send completed form to :
PRSA Cleveland Rocks Awards
c/o Roop & Co.
650 Huntington Building
925 Euclid Avenue
Cleveland, OH 44115

AWARDS

PRSA Cleveland Rocks best of Cleveland Rocks Award

Winning entries in all categories will be considered for the Best of Cleveland Rocks Award. The winning entry will represent the finest example of public relations programming since January 1, 2008, among all categories. the Best of Cleveland Rocks Awards recipient will be announced at the awards luncheon on December 4, 2009.

Judges ’ choice award

All submitted entries will be considered for the Judges’ Choice Award. The winning entry will represent an exceptional example of public relations programming since January 1, 2008 that was well-received by the judges despite not scoring as many points as the Best of Cleveland Rocks Award.

PROGRAMS

COMMUNITY RELATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
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 should be entered in Category 6: Marketing Consumer Products or Services.)

INSTITUTIONAL PROGRAMS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Programs affecting an organization’s stature, reputation or relations with its publics or key elements of its publics.

SPECIAL EVENTS AND OBSERVANCES (SEVEN OR FEWER DAYS)
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
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.

SPECIAL EVENTS AND OBSERVANCES (MORE THAN SEVEN DAYS)
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Programs or events that take place for longer than a one-week period, such as a yearlong
Programs undertaken to deal with an event that has had or may have an extraordinary impact on an
organization and its constituencies.

PUBLIC SERVICE AND PUBLIC AFFAIRS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
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, will ordinarily fall in Category 2: Institutional Programs.) Also includes 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.

MARKETING CONSUMER PRODUCTS OR SERVICES
Programs designed to introduce new or promote existing products or services to a consumer audience.

MARKETING BUSINESS TO BUSINESS
Programs designed to introduce new or promote existing products or services to a business audience.

GLOBAL COMMUNICATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Any type of program (i.e., institutional, marketing, special events) sponsored by a U.S. company/organization or a company/organization with a U.S. presence, which demonstrates effective communication implemented in two or more countries.

CRISIS COMMUNICATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations

INTERNAL COMMUNICATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Programs targeted specifically to special publics directly allied with an organization (eg., employees,
members, affiliated dealers or franchisees).

INVESTOR RELATIONS
Programs directed toward shareholders, other investors and the investment community.

INTEGRATED COMMUNICATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
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 or shareholders.

GUERILLA MARKETING/GRASS ROOTS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
A program that uses guerilla marketing or grass roots methods to achieve an organization’s public relations
goals. Guerilla marketing is unconventional marketing intended to get maximum results from minimal
resources. Grass roots marketing refers to viral methods of reaching mass audiences.

BRAND & REPUTATION MANAGEMENT
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
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.

PROJECTS

MEDIA RELATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Tactics, programs and events driven entirely by media relations. Submit press releases, satellite media tour
materials, media advisories, pitch letters, requests for coverage, etc., along with evidence of resulting
media coverage and one-page summary that includes the measurable objectives. TV coverage should be
submitted on a DVD and radio coverage on a CD.

NEWSLETTERS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
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
along with one-page summary.

MAGAZINES
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Publications designed to provide in-depth information about an organization or topic on a regular basis.
Magazines typically are differentiated from newsletters by the number of pages and length of articles. Submit
three consecutive issues along with one-page summary.

ANNUAL REPORTS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations anniversary or activities (commemorations, observances, celebrations, etc.).

BROCHURES
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Pamphlets, booklets and other small publications designed to inform a target audience about an
organization, product, service or issue. Submit one copy of the publication along with one-page summary.

SPECIAL PUBLICATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations Single-issue publications designed for a special
purpose. Books and other publications not eligible for consideration in other categories should be entered
here. Submit one copy of the publication along with one-page summary.

PRESS KITS/MEDIA KITS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
News releases, photographs and other background information compiled for an organization, product or
issue. Submit one copy of the press or media kit along with one-page summary.

DIRECT MAIL/DIRECT RESPONSE
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Communications that are designed to solicit a specific, immediate response by the target audience. This can
be a single communication or a series. Quantifiable, specific actions by the target audience recipients resulting solely from the piece(s) should be detailed in the summary. Entire communications programs should be entered in the appropriate program categories rather than in this category. Submit one copy of the publication along with one-page summary.

VIDEO NEWS RELEASE
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Pre-produced videos distributed to television stations to inform target audiences about an event, product, service or organization. Entries may consist of edited or unedited video and sound bites on a single DVD. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

AUDIO AND VIDEO PROGRAMS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
Summary for audio programs should include usage statistics or other means of quantified measurement
to support stated objectives. Submit CD along with one-page summary. Video programs targeted toward
internal audiences (such as employees, members, etc.) or external audiences. Entrants should submit programs on a DVD as a reasonable representation. The one-page summary should include documentation of results that support stated objectives.

Public Service Announcements (PSAs)
A. Radio
B. TV
Video production of one minute or less distributed to television stations as non-paid public service
announcements. Single production or a series addressing the same issue may be submitted on a single DVD.
The one-page summary should include documentation of results. Audio productions of one minute or less
distributed to radio stations as non-paid public service announcements. Single productions or
a series addressing the same issue may be submitted on a single CD. The one-page summary
should include documentation of results that support
stated objectives.

SOCIAL MEDIA New Category This Year!
Use of social media including YouTube, Facebook, MySpace, Twitter, etc. as part of a public relations
program. Include screen grabs or copies of key pages to support your one-page summary. Additionally,
include the Web site URL for external sites. Entries in categories 27–30 must be written
substantively or in their entirety by the entrant and not merely “pitched.”

SPEECHES
Submit text of speech along with one-page summary. Summary should include information on audience,
purpose of speech and any documented results against stated objectives.

FEATURE STORIES
Submit text of feature article as well as documentation of publication and placement. The feature article
should have been written by the practitioner and submitted and published through his/her efforts. The
one-page summary should include target audience, measurable objectives and any documented results.

EDITORIALS/OP-ED COLUMNS/ADVERTORIALS
A. Editorial/Op-Ed Column
B. Advertorial
Opinion articles written as an editorial, guest column or letter to the editor. Submit text of article
and documentation of publication. The one-page specific actions by the target audience recipients resulting
solely from the piece(s) should be detailed in the summary. Entire communications programs should be entered in the appropriate program categories rather than in this category. Submit one copy of the publication along with one-page summary.

PSAs
A. Radio
B. TV
Video production of one minute or less distributed to television stations as non-paid public service
announcements. Single production or a series addressing summary should outline measurable objectives,
audience, results and budget. Paid advertising written as editorial matter to gain support for a product, issue,
program or organization. Submit text of editorial matter and documentation of publication. The one-page
summary should include target audience, measurable objectives and budget.

INTERACTIVE COMMUNICATIONS
A. Business Products and Services
B. Government/Associations/Nonprofit Organizations
New, creative or unconventional use of technology in a public relations program. Submit one-page summary
including Web sites, intranets, e-zines, interactive CD-ROMs, etc. Summaries should include Web
addresses (if applicable) and “screen grabs” (printed copies of key sites in case of connection failure with
sites during judging).

RESEARCH/EVALUATION
Research that provides a meaningful contribution or input to a public relations program, or an evaluation
documenting the value or benefit of a program or tactic. Sample of the methodology and findings of any research should be included in the entry along with the summary.

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