PRWeek Editors’ Advice on the awards application process
1) Write an engaging story and two-page summary. Scan for typos and grammatical errors. Make it compelling. The two page summary is used to weed out the competition. Use PRWeek’s “Campaign” section as a model. If you apply for different categories, personalize the summary, application, and supporting materials to each. 2) Think (and write) like a reporter would. The agency’s best writer should write the document and should think like a reporter. Keep in mind that there are 80-90 judges who read over 150 summaries. Set yourself apart through a creative, narrative approach. 3) Campaigns with the biggest budgets are not always the best entries. Justify the budget and show how it affected the results. How’d you earn such a big budget? 4) Make sure that results match entries at the beginning of the summary. Read the objectives and the results in tandem. Make sure that they match. 5) Media results should never, ever be the only results. How were attitudes changed? What difference was made? Use clips and evidence of sales figures, audience research as back up for media results. 6) Entries should demonstrate a clear understanding of the target audience. The more specific you can get about your category, the better. 7) Make sure that your entry is appropriate for the category to which you apply. Tangential relationships are not looked favorably upon. 8) Be clear and candid about other marketing campaigns in conjunction with your work. -more-
9) Consider the most compelling themes of the past year when choosing and preparing your entry. If it is outstanding work and it has a timely element and demonstrates some of the best work your firm/organization does. 10) Avoid hyperbole; focus on specific strategies and tactics instead. State objective. Tell us how you got there. Tell us what you did. 11) Find creative ways to augment your entries through clever supporting material and packaging. Express yourself creatively in the supporting materials, not the summary.
Applications for the 2007 PRWeek Awards are due on Friday, October 13, 2006 and will be awarded on Thursday, March 8, 2007 at a special ceremony at Tavern on the Green in New York, Ny.
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