Summary

The summary is the primary component of each Spotlight Award entry. Judges evaluate your clear and concise statement of need, challenge or issue; your identification of the public relations goal; your research; your communications strategies and tactics; and your results. All entries require a summary of no more than two pages, regardless of category (-ies) entered.

Research and Planning

Who specifically initiated the research? Was it in response to a problem or to examine a potential problem? Did research help to redefine or confirm the situation? How was the research relevant to shaping the planning process and defining the audience(s) or the situation?

How do the plans correlate with the research findings? Who was involved in the planning? In a brief overview, what was the plan? Be sure to include all of the following: measurable objectives of the program, target audiences, measurable strategies employed, tactics used and general timeline. Budget information must be provided.

Execution

How were the plans executed? What were the results? Were there any difficulties encountered? If so, how were they handled? Were other nontraditional tactics (e.g., advertising) employed? Were the budgeted funds effectively allocated? The judges will consider professionalism – and creativity.

Evaluation / Results

What method(s) of evaluation were used? How were results related to research findings? Were objectives met? Did the program stay within budget? Why or why not? Note: While media circulation figures or clip counts represent one way of measuring, they are not acceptable as the only means of quantitative measurement.

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