Division 1 Communication Management
Projects, programs and campaigns defined by a communication plan developed to achieve
organizational objectives. Entries in this category must demonstrate the full range of planning and
management skills – research, analysis, strategy, tactical implementation and evaluation.
Entries may include a combination of materials, but combined samples must fit within specified size
limitations.
Entries in the Communication Management Division will be judged as complete campaigns
considering both the sum of their parts and the technical excellence of individual components.
(Individual elements of a program, such as a brochure or a speech, may also be entered in the
Communication Skills or Communication Creative divisions.)
Entries in this division are judged 50% on the work plan and 50% on the work sample.
1. Category 1: Government Relations - Programs targeted to government bodies and
government agencies.
1.1. Government (national, state, regional, city)
1.2. Government agencies, quasi government (utilities, health care, treasury, industry, trade,
tourism, transport, etc.)
1.3. Government services, associations, not-for-profit
1.4. Other
2. Category 2: Community Relations – Programs targeted to community audiences, including
not-for-profit and volunteer organizations.
2.1. Industrial, manufacturing, commercial, retail sales
2.2. Services (utilities, health care, insurance, finance, etc.)
2.3. Government, associations, not-for-profit
2.4. Other
3. Category 3: Customer Relations – Programs targeted to customer audiences, including
customer relationship management and customer research.
3.1. Industrial, manufacturing, commercial, retail sales
3.2. Services (utilities, health care, insurance, finance, etc.)
3.3. Government, associations, not-for-profit
3.4. Other
4. Category 4: International Communication – Programs targeted to international audiences
including multinational consumers, international organizations and multinational initiatives or
bodies (such as the European Union).
4.1. Industrial, manufacturing, commercial, retail sales
4.2. Services (utilities, health care, insurance, finance, etc.)
4.3. Government, associations, not-for-profit
4.4. Other
5. Category 5: Media Relations – Programs targeted to the news media.
5.1. Industrial, manufacturing, commercial, retail sales
5.2. Services (utilities, health care, insurance, finance, etc.)
5.3. Government, associations, not-for-profit
5.4. Other
6. Category 6: Multi-Audience Communication – Programs targeted to more than one internal
and/or external audience.
6.1. Industrial, manufacturing, commercial, retail sales
6.2. Services (utilities, health care, insurance, finance, etc.)
6.3. Government, associations, not-for-profit
6.4. Other
Division 1 Communication Management
7. Category 7: Marketing Communication – Programs targeted to marketing products and/or
services to an external audience.
7.1. Industrial, manufacturing, commercial, retail sales
7.2. Services (utilities, health care, insurance, finance, etc.)
7.3. Government, associations, not-for-profit
7.4. Other
8. Category 8: Issues Management and Crisis Communication – Programs targeted to external
and/or internal audiences to address trends, issues and/or attitudes that have a significant
impact on an organization, such as labor relations, crises, mergers, acquisitions, public policy
and the environment.
8.1. Industrial, manufacturing, commercial, retail sales
8.2. Services (utilities, health care, insurance, finance, etc.)
8.3. Government, associations, not-for-profit
8.4. Other
9. Category 9: Employee/Member Communication – Programs targeted to employee or member
audiences that focus on creating awareness, influencing opinion or behavioral change,
management communication, ethics, morale, internal culture or change management.
9.1. Industrial, manufacturing, commercial, retail sales
9.2. Services (utilities, health care, insurance, finance, etc.)
9.3. Government, associations, not-for-profit
9.4. Other
10. Category 10: Benefits Communication – Programs targeted to employee or member
audiences that deal with health and welfare, savings and pension, stock and compensation, or
recruitment and retention.
10.1. Industrial, manufacturing, commercial, retail sales
10.2. Services (utilities, health care, insurance, finance, etc.)
10.3. Government, associations, not-for-profit
10.4. Other
11. Category 11: Strategic Communication Processes – Communication research projects, such
as culture and brand audits, employee and market research, competitive benchmarking and
audience analysis. This category also includes plans and proposals that demonstrate
communication principles, and training programs that align or enhance the delivery of
communication within an organization or among key audience groups.
11.1. Industrial, manufacturing, commercial, retail sales
11.2. Services (utilities, health care, insurance, finance, etc.)
11.3. Government, associations, not-for-profit
11.4. Other
12. Category 12: Special Events – Internal or External – An event that marks a significant
occasion, such as an anniversary celebration, official opening, product launch, customer or
employee appreciation event, or demonstrates meeting planning and management (internal or
external), including major events, conferences and road shows.
12.1. Industrial, manufacturing, commercial, retail sales
12.2. Services (utilities, health care, insurance, finance, etc.)
12.3. Government, associations, not-for-profit
12.4. Other
Division 1 Communication Management
13. Category 13: Economic, Social and Environmental Development – Programs targeted to
community audiences, government and/or funding agencies that focus on sustainable
development or other economic, social or environmental issues, including international aid
programs public awareness and corporate social responsibility programs, economic revitalization
projects and cause-related issues in cultural preservation, education, literacy, health, poverty
reduction and employment, including indigenous and heritage protection programs.
13.1. Industrial, manufacturing, commercial, retail sales
13.2. Services (utilities, health care, insurance, finance, etc.)
13.3. Government, associations, not-for-profit
13.4. Other
14. Category 14: Multilingual Communication – Programs targeted to bilingual and/or multilingual
audiences, including non-native language speakers.
14.1. Industrial, manufacturing, commercial, retail sales
14.2. Services (utilities, health care, insurance, finance, etc.)
14.3. Government, associations, not-for-profit
14.4. Other