How Spotlight Award entries are judged

PRSA members from the Central California chapter will serve as judges. Judges have the right to withhold an award in any division if the entries do not, in their opinion, merit recognition. Judges also reserve the right to disqualify entries if submission guidelines are not followed.

Each entry will be judged by at least one nationally APR accredited professional. Two or more judges will review each entry. If there is a large discrepancy in the number of points awarded, an additional judge will be brought in to render the final decision. Additionally, judged entries will be reviewed by a local audit committee for accuracy and completeness of results.

Judges review each entry’s summary and score each of the following elements on a 5-point scale (5 = excellent, 4 = good, 3 = average, 2 = fair, 1 = poor and 0 = did not meet requirements):

Summary / Introduction

• Clear and concise statement of need, challenge or issue
• Complete overview of situation
• Identification of public relations goal, objectives, strategy, budget and evaluation when appropriate

Research / Planning

• Objective and strategies are measurable and relevant to stated goals
• Appropriateness, validity and quality of research method(s) or information gathered
• Identification of target audience

Implementation / Execution

• Quality of material and communication vehicles (presentation, innovation, quality and savvy)
• Effective allocation of budgeted funds/adjustments to budget and timeline are appropriate (make sure budget is included)
• Did the tactics support and help achieve the objectives?

Evaluation

• Effective evaluation built into project or campaign
• All elements of the plan implemented within budget (or clear rational for exceeding budget)
• Effective results obtained based on original goals and objectives

Did you know? This is the same structure used by APR candidates when preparing for Readiness Review. If you have yet to pursue Accreditation, our Chapter recommends using a Spotlight Award campaign entry as a part of your journey towards this credential.