PRSA Classics Programs

17. Community Relations
    a) Business/Industry
    b) Government/Nonprofit
    Programs that seek to win 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.
18. Institutional Programs
    a) Business/Industry
    b) Government/Nonprofit
    Programs affecting an organization’s stature, reputation or relations with its audiences.
19. Special Events/Observances (Less Than Seven Days)
    a) Business/Industry
    b) Government/Nonprofit
    Programs or events scheduled for one to seven days (not including planning and preparation). Events may be commemorations, observances, openings, celebrations or other special activities.
20. Special Events/Observances (More Than Seven Days)
    a) Business/Industry
    b) Government/Nonprofit
    Programs, activities or events scheduled for eight days or longer, such as a yearlong anniversary. Events may be commemorations, observances, openings, celebrations or other special activities.
21. Public Service
    a) Business/Industry
    b) Government/Nonprofit
    Programs that advance public understanding of a social issue, problem or concern, or that promote public good. The sponsoring organization’s principal motivation must be altruistic or philanthropic. (Programs in which the principal motivation is to position an organization or advance an organization’s objective should be entered in category 18.)
22. Public Affairs
    a) Business/Industry
    b) Government/Nonprofit
    Programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies so that the entity funding the program benefits.
23. Marketing Services
    a) New (Budget less than $25,000)
    b) New (Budget more than $25,000)
    c) Established (Budget less than $25,000)
    d) Established (Budget more than $25,000)
    Programs designed to introduce new or promote existing services.
24. Marketing Products
    a) New (Budget less than $25,000)
    b) New (Budget more than $25,000)
    c) Established (Budget less than $25,000)
    d) Established (Budget more than $25,000)
    Programs designed to introduce new or promote existing products.
25. International Public Relations
    Programs designed to improve relations with foreign countries or audiences, people-to-people activities and programs directed to specific audiences. Multinational marketing programs may be entered in this category.
26. Crisis Communications
    a) Business/Industry
    b) Government/Nonprofit
    Communications programs planned and implemented during disasters or other emergencies.
27. Internal Communications
    Programs directed to internal audiences, such as employees, members, affiliated dealers or franchisees.
28. Investor Relations
    Programs directed to shareowners, other investors and the investment community.
29. Integrated Communications
    a) Products
    b) Services
    A program that exemplifies creative and effective integration of traditional public relations tactics with at least one other marketing communications tool, such as advertising, direct marketing, sales promotion or design. Evidence should be provided of integration of strategies, budget and evaluation.