2015 S ILV ER L IN K AWARD S
ABOUT SILVER LINK AWARDS
PRSA Tulsa Silver Link Awards recognize exemplary public relations achievements in 24 program and
tactics categories. Additionally, PRSA Tulsa honors two public relations professionals for outstanding
contributions to the profession.
Each Silver Link entrant receives a constructive critique by a panel of judges from a partner PRSA
chapter.
Proceeds from this event provide college scholarships for undergraduate students in eastern
Oklahoma college and university public relations programs.
ENTRY REQUIREMENTS
All entries must have been produced between April 1, 2014, and March 31, 2015, and have not
previously been entered in a Silver Link competition. Enter as many categories as you would like, one
category per project, please. Full programs should be entered into one of the program categories or
split among individual tactics categories.
The awards program is open to members and nonmembers.
SILVER LINK AWARDS BANQUET
Save the date: Silver Link Awards Banquet, Thursday, Sept. 17, 2015, Tulsa Country Club.
ENTRY INSTRUCTIONS
Complete an entry form and prepare an outline summary (one to two pages, 10-point type minimum)
for each entry. Use the outline summary to tell the judges why your entry is the winner. The summary
should include the following information:
•
•
•
•
Research (methods used and overview of relevant findings)
Planning (include objectives/goals and budget)
Implementation (overview and samples of execution)
Evaluation/Results (performance against objectives/goals)
ENTRY INFORMATION
In addition to a copy of your communications plan or work product sample, include additional
information you feel will help the judges best evaluate your entry.
Several entries can be paid by a single payment; include copies of each entry form with payment. To
request an invoice, contact Ellen Averill, [email protected].
ENTRY COST
Early-Bird Deadline – May 22, 2015
PRSA members: $40 per entry
Non-members: $50 per entry
Final Deadline – June 19, 2015
PRSA members: $60 per entry
Non-members: $70 per entry
2
PAYMENT
Make checks payable to PRSA Tulsa.
PRSA Tulsa
3701-A S. Harvard Ave. #346
Tulsa, OK 74135
ENTRY DEADLINE AND INSTRUCTIONS
All entries must be received by 5 p.m., Friday, June 19, 2015. To be eligible for early-bird pricing,
entries must be received by 5 p.m., Friday, May 22, 2015.
Email your entries to [email protected] (use wetransfer.com for larger collections of files). Include
your company logo in a JPEG format. All entries are to be submitted electronically. Preferred file
formats are PDF, JPEG and WMV. If you prefer to include links to audio, video or other collateral,
include a work products page with your list of URLs and password, if required, for the Silver Link
committee and judges.
SILVER LINK | SPECIAL AWARDS
TULSA PUBLIC RELATIONS PROFESSIONAL OF THE YEAR
The Tulsa Chapter’s most prestigious award recognizes a PRSA member’s outstanding public relations
performance on behalf of his or her clients/employer, along with contributions to the community and
chapter during the award year. The recipient reflects the highest principles and qualities of PRSA and
has earned the respect of peers for dedication, talent and service. To nominate a colleague, contact
Kristen Turley at [email protected]
MONTEZ TJADEN YOUNG PROFESSIONAL OF THE YEAR
The Tulsa Chapter annually recognizes a member who, while new to the profession, exemplifies strong
character, leadership skills and dedication to the goals of PRSA. An independent panel of judges from
within the chapter selects the recipient. Nominations will not be accepted.
SILVER LINK BEST OF SHOW
Best of Show is awarded to the entry judged to be the most effective and creative in achieving its
goals and objectives. The winner is selected by the Silver Link committee based on the award entry
evaluations provided by the judging chapter.
ENTRY CATEGORIES | PROGRAMS
1. PUBLIC RELATIONS
To develop or improve an organization’s goodwill, identity or relations with its publics, internal or
external.
2. COMMUNITY RELATIONS
To win the cooperation of, and/or improve relations with communities in which the sponsoring
organization has an interest, need or opportunity.
3
3. PUBLIC AFFAIRS
To affect legislation, government regulation, political activities or candidacies, at the local, state or
federal level.
4. MARKETING COMMUNICATION
To promote new or established products, services or ideas.
5. MEDIA RELATIONS
To interest media in covering an organization or client.
6. CRISIS COMMUNICATION
To prepare for, mitigate or remediate disasters, crises or emergencies. If the plan has not been
implemented, discuss status and plans to rehearse, review and improve the plan for future
implementation.
7. INTERNAL RELATIONS
To communicate with employees and/or to encourage interaction and response from all internal
audiences.
8. BRANDING INITIATIVE
To create or significantly change an organization’s visual brand identity.
9. SOCIAL MEDIA CAMPAIGN
To achieve any of the above and developed exclusively for implementation via social media.
Answer why social media strategies were used as opposed to traditional media channels and why
they were deemed the best way to reach and engage intended audiences.
ENTRY CATEGORIES | TACTICS
10. MEDIA RELATIONS
A single tactic driven entirely by media relations. Submit the news release, media advisory, pitch
letter, request for coverage, etc., along with evidence of the resulting media coverage.
11. WRITING
Submit the original piece with proof of publication.
• Feature – prepared to inform or entertain.
• Speech – prepared to inform or entertain.
• Editorial – opinion articles written as an editorial, guest column or letter to the editor.
• Advertorial – advertising written as editorial matter.
• News Writing – prepared solely to inform.
12. ANNUAL REPORT
Company annual reports are designed to communicate financial information and/or operational
activity to shareholders, analysts, stockbrokers and other audiences. Nonprofit annual reports are
designed to communicate financial information and/or activities of a nonprofit organization.
4
13. BROCHURE
• Informational – designed to inform or educate about an organization’s ideas, products or
services.
• Promotional – designed to promote an organization’s ideas, products or services.
14. DIRECT MAIL OR E-MAIL
A single mailing or series of mailings designed to support an overall marketing, public relations or
advertising campaign.
15. NEWSLETTER
Submit two consecutive issues of a print or electronic format newsletter.
16. MAGAZINE
This includes print magazines as well as electronic magazines. Submit more than one issue, if
applicable.
17. SPECIAL EVENT/OBSERVATION
An anniversary, opening, new installation, observation of a national or local celebration, fundraiser
or other special event.
18. AUDIOVISUAL
This category includes single-medium and multimedia productions and presentations.
19. PRESS KIT
An informational packet designed to promote an organization’s ideas, products or services.
Include all materials
20. INVITATION
A single-use piece designed to promote a specific internal or external event.
21. WEBSITE
Include screen grabs and/or links to key parts of the website. Includes internet and intranet.
22. CREATIVE TACTICS
Unconventional, creative tactic or approach used as part of a public relations program.
23. NON-PUBLISHED/NON-PRODUCED WORK
A program or tactic proposed but never implemented. Must include all supporting data, except
results achieved.
24. SOCIAL MEDIA TACTICS
Examples include blogging and microblogging, social networking; digital content sharing; mobile
apps; and integration of social media and web presence.
5
FAQ
WHO CAN ENTER?
Any public relations professional (PRSA members and not-yet-members) creating programs and
tactics in and/or for eastern Oklahoma.
CAN I ENTER MORE THAN ONCE?
Enter early and often; select one category per project, please.
WHAT IF I REALLY, REALLY WANT TO ENTER A PROJECT IN MULTIPLE CATEGORIES?
Most projects will fit naturally within a single category. If yours is an exception, you may enter it in more
than one category. The PRSA Silver Links committee may reassign a project category, with the entrant’s
permission.
WHAT IF MY PROJECT WAS COMPLETED BY A TEAM?
Collaboration is good. Silver Link is meant to recognize individual achievement, understanding that
sometimes more complex program entries truly reflect a team effort. Each entry must include a single
point of contact, and may list a company or team name for the award.
HELP! I’M HAVING TROUBLE SUBMITTING MY ENTRY.
You can submit your entry (or ask questions) by email, [email protected]; use wetransfer.com for
larger collections of files.
MY PROJECT HAD NO BUDGET, IS THAT OK?
Unless your client said the sky is the limit, your project probably did have a budget. Maybe the budget
is in people resources, like a pro bono project. How many hours was the firm willing to allocate? Did
you have to secure funding to bring an unfunded project to life? Addressing the resource constraints
is the key.
I DIDN’T CONDUCT FORMAL RESEARCH, IS THAT OK?
Simply address any method of research employed. If necessary, briefly discuss limitations to
conducting research and outline the methods you would have recommended otherwise.
CHECKLIST:
Completed entry form (one per entry) saved as PDF
Outline summary (one per entry, one to two pages, 10 point type minimum, PDF)
Communications plan or work product sample(s)
Payment with copy of completed entry form(s)
Company logo (JPEG)
6
SILVER LINK AWARDS OFFICIAL ENTRY FORM
CATEGORY NUMBER:
CATEGORY NAME:
ENTRY TITLE:
ENTRY CONTACT
(NAME/COMPANY/ADDRESS/PHONE/EMAIL) :
NAME OF ORGANIZATION FOR WHICH ENTRY WAS CREATED:
NAME AND PROJECT TITLE
PROJECT DESCRIPTION
(AS IT WOULD APPEAR ON AN AWARD - LIMIT TWO NAMES) :
(50-75 WORDS, AS IT WOULD BE DESCRIBED IN AN AWARDS PRESENTATION) :
7