2017 Bell Ringer Award Categories

A Single Item Division Entry: A single item entry may be a stand-alone item of a multi-faceted program. Individual items submitted as part of a campaign are also eligible in the single-item division.

Campaign Division Entry [Go There]: A campaign is characterized by a broad range of separate – though related and consistent – elements implemented during a period of time. Elements of a campaign may be entered separately in the single-item division.

Single Item Division:

PR agency citizenship or pro bono work – Any pro-bono work, volunteerism, and philanthropic programs designed to strengthen the relationship of an agency with the wider community.

Digital video – This includes informational/educational, entertainment-oriented, and traditional storytelling narratives for online videos. Please submit video files with the following resolution and codec:

Resolution: video should be at least 720p

Codec: h.264 video. File extension (container/type) should be .mp4

Corporate or agency podcast – A podcast developed for an internal or external audience that supports the brand message of the organization or agency. Submit 5 podcast episodes and metrics on number of subscribers or downloads.

Online press room/digital newsroom – A central digital hub for a brand’s content that journalists and consumers alike can access. It should be easy to navigate and contain compelling content. Include links and/or screen shots of your newsroom as well as the number of visitors it gets.

Digital or printed collateral (annual report, brochure, direct mail, etc.) – Any digital or printed material that was written by communications or PR practitioners that promotes or distinguishes a product, service, organization, cause, or event.

Graphic identity – A logo or other graphic element that creates, improves, or helps reposition a brand. Explain how PR counsel played a key role in the development and introduction of the strategy and creative. Submissions must include at least three examples of how the creative was incorporated (i.e., letterhead, website, promotional items, press kit). You may include a comparison of the old and new graphic elements.

Print or online magazine/newsletter – A digital or print publication that features content-heavy material conceptualized and written by PR or communications professionals. Submit three consecutive issues as one entry. For semi-annual publications, submit two. For online publications, include screen shots and the total number of visits received. May also submit a one-time publication designed to commemorate an event or milestone.

Bylined article – An article written or ghostwritten by a communications or PR professional and placed in an external publication for an organization, agency, or client. Judged on writing and placement skills.

New release – A release written by a communications or PR practitioner that generated local, regional, and/or national coverage (clips, TV coverage, social media shares/buzz). Judged on writing skills and coverage secured.

Response to breaking news – Demonstrate how your response to a breaking news situation, story, or event generated increased media coverage for a client, organization, or agency. How did you leverage the breaking news situation in an appropriate manner to generate attention?  

Website or landing page – A website, microsite, or landing page designed for public relations/communications initiatives and written/conceptualized by communications or PR practitioners. Explain the achieved objectives of the site or page and include screen shot(s), the URL, and measurable results (i.e., visits, unique page views, leads).

Corporate or agency blog– An influential blog developed for an internal or external audience that supports the brand message of the organization or agency. Blog should be updated frequently (at least a couple times per week) and command a following. Include metrics on number of visitors and how it has achieved stated objectives. Submit three blog postings as one entry.

Media event – Media events are built around in-person interactions between your client or your company/organization and the press. May include press conferences, media tours and blogger events. Entries should exhibit creativity in planning and execution of the event, as well as information about how you drew the media to it and engaged them at the event.

Special event: Single – A special event to draw public attention to an organization, agency, product, or service.

Special event: Series– A series of special events to draw public attention to an organization, agency, product, or service.

Print or digital feature article or commentary placement:

Regional or local publication – PR placement/coverage secured in/on a print or digital publication that is regional or local in focus. Judged on placement skills and achievement of stated objectives.

National publication – PR placement/coverage secured in/on a print or digital publication that has a national reach. Judged on placement skills and achievement of stated objectives.

Trade publication – PR placement/coverage secured in/on a print or digital publication that is focused on an industry or field (i.e., ComputerWorld, Banker & Tradesman). Judged on placement skills and achievement of stated objectives.

Series – A series of three media placements/pieces of coverage made in a variety of outlets, including broadcast, print and online.

TV news placement:

Regional or local – A local or regional news or feature story produced by station or network staff. Judged on placement skills and implementation of objectives. Upload as .mov or mpeg files. Note: Submission does not require the inclusion of VNR or B-roll footage.

National – A national news or feature story produced by station or network staff. Judged on placement skills and implementation of objectives.  Upload as .mov or mpeg files.
Note: Submission does not require the inclusion of VNR or B-roll footage.

 

Campaign Division:

Nonprofit Communications campaign – A campaign designed to generated media and/or donor attention and visibility among target audiences for a non-for-profit organization.

Superior achievement in research & planning – Conducting original research and using modern data and analytics should be the crux of submissions for this category. Explain how your PR campaign used formal planning techniques and research to develop strategy and execute a successful campaign.

Brand building or re-branding campaign – An initiative to develop or enhance a brand, rooted in strategy, that ushers in a new vision and carries it through across all marketing/PR channels and touch points. Explain how PR counsel played a central role in the strategy development, messaging, and roll out of the new brand. Demonstrate how the execution met the campaign’s stated objectives.

Corporate social responsibility – An initiative designed to assess and take responsibility for a company’s effects on environmental and social wellbeing. Demonstrate how and/or what the brand improved, and drove awareness of an issue.

Crisis communications campaign – A program that mitigated a potentially damaging situation, or communicated with stakeholders and/or the public during or after a disaster or emergency. We will make every effort to keep the information confidential.

Employee communications campaign – An internal program developed to improve and enhance employee relations.

Guerilla marketing campaign – An initiative or activities developed to generate awareness in unique and unconventional ways. This category includes activities such as street branding, flash mobs, etc. Explain how the initiative was evocative, and include the results it produced. If video was a component or you have footage from your campaign, please submit video files with the following resolution and codec:

Resolution: video should be at least 720p

Codec: h.264 video. File extension (container/type) should be .mp4

Cause marketing campaign – A campaign designed to increase brand sales or consumer engagement and link the brand to an important issue or cause, producing mutually beneficial results for both parties.

Community/consumer affairs campaign – A program that included several elements and a consistent brand message to establish or maintain good relations with a group or community. The campaign should have produced mutually beneficial results for the community and the organization. May also include a program that responded to consumer needs or demands.

On a Shoestring campaign – A campaign with a modest budget that still manages to make a big splash and generate impressive results. Please include what your campaign budget was. We will NOT make that information public but need it for judging purposes.

Integrated Marketing Communications campaign – A campaign that used paid, earned, and owned media channels in an integrated way to increase public awareness. Campaign must utilize all three channels and submissions must demonstrate how an integrated media strategy garnered greater collective reach/impact than could have been achieved using individual channels. . If video was a component or you have footage from your campaign, please submit video files with the following resolution and codec:

Resolution: video should be at least 720p

Codec: h.264 video. File extension (container/type) should be .mp4

Investor/financial relations campaign – A program developed to explain an organization’s fiscal profile and promote favorable relations with stockholders, financial analysts, local business community and/or the general public.

Public affairs campaign – A campaign designed to create public awareness or to persuade people to act on an issue relating to political, governmental, environmental or socioeconomic conditions and/or policies.

Social media campaign – A campaign created to leverage emerging and social media and engage with target audience(s) while achieving stated objectives. This submission should show how the campaign was creative and unique and include a strong video component. Include measurable results attained. This can include the use of paid content and social media (i.e. Facebook ads). . If video was a component or you have footage from your campaign, please submit video files with the following resolution and codec:

Resolution: video should be at least 720p

Codec: h.264 video. File extension (container/type) should be .mp4
Student Generated Campaign – A program to promote the introduction of a new product or service, developed by students. NOTE: Submissions must be by students or student organizations

Product/Service Publicity Campaign:

Consumer campaign – A publicity campaign developed to create awareness and maintain favorable interest in a product or service specifically through media events and placements. This category includes consumer-focused campaigns.

Hospitality/Travel/Entertainment campaign – A publicity campaign created to generate awareness and maintain favorable interest in a hospitality, travel, or entertainment service specifically through media events and placements.

Business-to-Business campaign – A publicity campaign created to generate awareness and maintain favorable interest in a product or service specifically through media events and placements. This category includes professional services and other business-to-business campaigns.

High-Tech campaign – A publicity campaign created to generate awareness and maintain favorable interest in a high-tech product or service specifically through media events and placements. Clean energy or green technology campaigns are also included in this category. Avoid jargon where possible.

Healthcare campaign – A publicity campaign created specifically for the healthcare/consumer market to support the sale/promotion of a cause, product, treatment, device, diagnostic and/or service.

Product/Service Launch:

Consumer launch campaign – A one-time program developed to promote the introduction/launch of a new product or service into the consumer marketplace.

Hospitality/Travel/Entertainment launch campaign – A one-time program developed to promote the introduction/launch of a new service or product into the hospitality, travel, or entertainment industries.

High-Tech launch campaign – A one-time program developed to promote the introduction/launch of a new high-tech product or service into the consumer marketplace. Clean energy or green technology campaigns are also included in this category. Avoid jargon where possible.

Business-to-Business launch campaign – A one-time program developed to promote the introduction/launch of a new product or service into the B2B marketplace, including professional services.

Healthcare launch campaign – A one-time program developed to promote the introduction/launch of a new product, FDA approval or clearance, or service into the healthcare or consumer healthcare marketplace.