- 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.
- Institutional Programs
a) Business/Industry
b) Government/Nonprofit
Programs affecting an organization’s stature, reputation
or relations with its audiences.
- 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.
- 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.
- 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.)
- 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.
- Marketing Services
a) New
b) Established
Programs designed to introduce new or promote existing
services.
- Marketing Products
a) New
b) Established
Programs designed to introduce new or promote existing
products.
- 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.
- Crisis Communications
a) Business/Industry
b) Government/Nonprofit
Communications programs planned and implemented during
disasters or other emergencies.
- Internal Communications
Programs directed to internal audiences, such as employees,
members, affiliated dealers or franchisees.
- Investor Relations
Programs directed to shareowners, other investors and
the investment community.
- 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.
