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2020 Excalibur Awards Tactical Categories
These categories recognize excellence in the tactical elements that contribute to the success of larger public relations campaigns. Though these tactical elements cannot be reasonably held to the same standards as public relations campaigns, winning entries still must demonstrate sound effort in research, planning, implementation and evaluation.
1. News Release
Traditional written news release or video news release. May also include multi-media news release.
2. Feature Stories*
Feature articles that have been written by a practitioner, and submitted and published through his/her efforts. Submit text of feature article, as well as documentation of publication and placement. *Entries must be written in their entirety or substantively by the entrant, and not merely “pitched.”
3. Editorials/Op-Ed Columns*
Opinion articles written as editorials, guest columns or letters to the editor. Submit text of article and documentation of publication. *Entries must be written in their entirety or substantively by the entrant, and not merely “pitched.”
Audio or video programs/shows produced solely as podcasts, downloadable for play on portable media players (e.g., iPods, MP3 players, etc.). The entry must provide a link to the podcast.
Use of a website as part of a public relations program. Include screen grabs or copies of key pages to support your summary. Additionally, include the website URL for external sites.
Media files distributed over the Internet using streaming media technology. May be live or recorded. Submit the actual site URL.
7. Social Media
Use of social media, including Facebook, Twitter, Instagram, Snapchat, YouTube, etc. as part of a public relations program. Include screen captures or copies of key pages to support your summary. Additionally, include the website URL for external sites.
Web-based journals, or blogs, that engage key stakeholders and/or communicated either a corporate, public service or industry position. Include screen captures of the blog being entered, as well as the actual site URL.
9. Creative or Unconventional Tactics
Unconventional, creative tactics or approaches used as part of a public relations program. (If the creative/unconventional tactic included props or other objects, document those items with photos or videos.)
Created for internal or external use to publicize products, services or issues, shape public opinion or promote awareness. Include a link to your video.
Publications (either printed or electronic) 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 with the entry.
Pamphlets, booklets or other small publications (either printed or electronic) designed to inform a target audience about an organization, product, service or issue. Submit one copy of the publication with the entry.
Publications (either printed or electronic) designed to provide in-depth information about an organization or topic on a regular basis. Magazines typically differentiate from newsletters by the number of pages and length of articles. Submit three consecutive issues.
14. Special Publications
Single-issue publications (either printed or electronic) designed for a special purpose. Books, posters and other publications not eligible for consideration in other categories should be entered here. Submit one copy of the publication along with the entry.
15. Annual Reports
Publications (either printed or electronic) that report on an organization’s annual performance. Submit one copy of the publication along with the entry.
16. Speech Writing/Speeches
Writing for oral delivery of a presentation that best communicates the speaker’s messages, position or desire for action.
17. Grass Roots Program/Guerilla Marketing
Use of guerilla marketing or grass roots programs to achieve an organization’s PR goals.
18. Special Projects
Other common public relations tactics that are not otherwise listed, including public service announcements, press conferences, satellite media tours, trade shows, etc.