ELEMENTS

PRSA Classics Elements

1. Brochures: a) Up to 2 colors b) 3 or more colors
   Pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Submit one copy of the publication.
2. Special Purpose PublicationS:
   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.
3. Video: a) Programs b) Public service announcements (PSA) c) Video news releases (VNR)
   Video programs should be produced to inform and/or promote and should be intended for specific target audiences other than the media. Submit no more than 10 minutes of such programs as a reasonable representation. Video PSAs should be one minute or less. Single productions or a series addressing the same issue may be submitted on a single videotape. Summary should include documentation of results. VNR entries may consist of edited or unedited video and sound bites. Summary should include usage statistics or other means of quantified measurement.
4. Audio: a) Programs b) Public service announcements (PSA) c) Audio news releases
   Audio programs should be produced to inform and/or promote and should be intended for specific target audiences other than the media. Submit no more than 10 minutes of such programs as a reasonable representation. Audio PSAs should be one minute or less. Single productions or a series addressing the same issue may be submitted on a single cassette. Summary should include documentation of results. Summaries for audio news releases should include usage statistics or other means of quantified measurement.
5. Annual Reports: a) Business/Industry b) Government/Nonprofit
   Publications that report on an organization’s annual performance. Submit one copy of the publication.
6. Media Kits: a) Products b) Services c) Events d) Other
   News releases, photographs and other background information compiled on an organization, product or issue. Submit one copy of the media kit.
7. Newsletters: a) Up to 2 colors b) 3 or more colors
   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.
8. Magazines: a) Internal b) External
   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.
9. Media Relations: a) Business/Industry (budget less than $25,000) b) Business/Industry (budget more than $25,000) c) Government/Nonprofit
   Efforts directed at generating news, feature and editorial coverage on a specific topic with identified key messages. Includes media tours and press conferences targeting any type of editorial medium.
10. Feature Writing
    Pieces written, published or broadcast with the intent of promoting a product or service, or educating a target audience. Submit text of feature article as well as documentation of publication.
11. Technical Writing
    Documents or editorial written to define and/or explain a technical product or service to a target audience.
12. Speech Writing
    Development and scripting of a document for use in presentation format. Submit text of speech.
13. New Media/Technology: a) Web sites (Internet or Intranet) b) CD-ROM c) Other
    New, creative or unconventional use of technology in a public relations program. The summary should include objectives, target audience, techniques and results. For Web site entries, include the Web site address (URL) and provide any necessary passwords to access the site.
14. Creative Tactics
    Unconventional, creative tactic or approach used as part of a public relations program. The summary should include documentation of how the tactic contributed to the results of the campaign. (If any objects used are large or bulky, submit a photograph or video representation instead of the actual item.)
15. Research
    Research that provides a meaningful contribution to an organization’s public relations program. The entry should include samples of the research methodology and results.
16. Evaluation
    Form of measurement that is used to help document the value of a public relations program or tactic. Summary statement should detail how and why this evaluation method is unique and valuable.
17. Blogs
    Web-based journals, or blogs, that communicated either a corporate, public service, or industry position. The one-page summary should include rationale for blogging strategy, target audiences, and statistics or other means of quantifiable measurement to support stated objectives. Screen downloads of the blog being entered, as well as the actual site URL, must be submitted as part of the entry.