2004 Thoth Awards – Call for Entries
A Tough Act to Follow!
What are the Thoth Awards?
Simply put: the very best of public relations in the National Capital Area. The Thoth Awards recognize outstanding, strategic public relations programs, as well as individual tactical components. They are awarded for programs in 16 categories and 22 component categories. Named for the Egyptian god of communication, the Thoth (pronounced “tot”) Awards recognize the premier public relations programs produced in the Washington, D.C. metropolitan area. The National Capital Chapter (NCC) of the Public Relations Society of America (PRSA) sponsors the Thoth competition to recognize and reward outstanding achievement in public relations and to encourage continued excellence in the field.
Finalists in each category will be notified by email in late June following judging of the Thoth entries by senior practitioners. From these finalists, the Thoth Award and the Award of Excellence winners will be announced at the Thoth Award’s program on Thursday, September 23 at the National Press Club.
Did you enter PRSA’s National Silver Anvil or Bronze Anvil Awards program? If so, please note that the Thoth program categories and components follow the same listing and requirements. Please consider submitting your program in the National Capital Chapter’s Thoth Awards.
Eligibility
Quality, creativity and resourcefulness in public relations or communications programs are the hallmarks of the Thoth Awards. The competition is open regardless of budget, to any company, association, counseling firm, government agency or other organization in the Washington metropolitan area and entry is not limited to PRSA members. This year’s competition covers programs carried out entirely or in part between January 1, 2003 and December 31, 2003.
Categories
The categories provide an opportunity for individual components as well as comprehensive programs and campaigns. Designate on the official entry form the category that most closely fits the primary purpose of your entry. You may submit more than one entry per category or entries in several categories.
Entry Fee
The entry fee for the 2004 Thoth Awards competition is $75 for members of PRSA-NCC, $95 for non-members. ($55 for members/ $70 for nonmembers for subsequent entries from the same individual or organization).
Deadline
All entries must be RECEIVED (not postmarked) no later than June 15, 2004.
Send your entries to:
Thoth Awards, PRSA-NCC
10366 Democracy Lane, Suite B
Fairfax, VA 22030
(703) 691-8733
Programs Categories
The criteria for the programs and projects closely follow that of the national PRSA Silver Anvil Awards.
1. Community Relations: Programs that seek to win the support or cooperation of, or that aim to improve relations with, people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations. Campaigns designed to promote products or services should be entered in either Category 7 or Category 8.
2. Institutional Programs: Programs affecting an organization’s stature, reputation or relations with its publics or key elements of its publics.
3. Events and Observances (seven or fewer days): Programs or events scheduled for one to seven consecutive days (not including planning and preparation). Events may be commemorations, observances, openings, celebrations or other special activities and must occur within a time span of one week.
4. Events and Observances (more than seven days): Programs or events that take place for longer than a one-week period, such as a yearlong anniversary, or activities (commemorations, observances, celebrations, etc.).
5. Public Service: Programs that advance public understanding of a societal issue, problem or concern. (Similar programs conducted principally to enhance an organization’s standing or to otherwise serve its interests directly will ordinarily fall in Category 2: Institutional Programs.)
6. Public Affairs/Issues Management: Programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies—at the local, state or federal government levels—so that the entity funding the program benefits.
7. Marketing Consumer Products: Programs designed to introduce new or promote existing products to a consumer audience.
8. Marketing Consumer Services: Programs designed to introduce new or promote existing services to a consumer audience.
9. Marketing Business-to-Business: Programs designed to introduce new or promote existing products or services to a business audience.
10. Global Communications: Any type of program (institutional, marketing, events, etc.) sponsored by a U.S. company or a company with U.S. presence. The program demonstrates effective global communications implemented in two or more countries (e.g., one could be in the U.S. but the program must include one other country).
11. Crisis Communications/Issues Management: Programs undertaken to deal with an event that has had or may have an extraordinary impact.
12. Internal Communications: Programs targeted specifically to special publics directly allied with an organization (for example, employees, members, affiliated dealers or franchisees).
13. Financial/Investor Relations: Programs directed to shareowners, other investors and the investment community.
14. Multicultural Public Relations: Any type of program (i.e., institutional, marketing or community relations) specifically targeted to a cultural group.
15. Integrated Communications: A program that employs the creative and effective integration and leadership of public relations strategies and tactics with other promotional marketing communications. It should demonstrate the integration of strategies, plus the budget and measurement of return on investment of the communications to any stakeholder group including employees, consumers, the media and shareholders.
NEW!
16. Brand/Reputation Management: Programs designed to build or enhance the overall reputation, integrity and/or perceived value of an organization from a holistic point of view. Programs encompass the full organization or entity versus a specific product or service of the organization.
Program Judging Criteria
A two-page summary should be typed using no smaller than a 10-point typeface and one inch margins. Note: Criteria closely follow the criteria for the national PRSA Silver Anvil Awards. See “Preparing Your Entry” for complete details.
You must address the following:
- Research — Describe the situation on which the program is based. When addressing the actual research component, describe who specifically initiated the research. Was it in response to a problem or to examine a potential problem or challenge? Did research help to re-define the situation in any way? How was the research relevant to shaping the planning process? How did the research help define the audience(s) or the situation?
- Planning — How do the plans correlate to the research findings? Who was involved in the planning? In general terms, what was the plan? For example, what were the specific objectives of the program? Who were the target audiences? What was the overall strategy employed? What materials were used? What was your budget?
- Execution — How were the plans executed and what were the results? In general terms, how did the activities flow? Were there any difficulties encountered? If so, how were they handled? Were other organizations involved? Were other non-traditional public relations tactics (i.e. advertising) employed? How much of the budget was allocated to advertising?
4. Evaluation — What method(s) of evaluation were used? How are results related to research findings? How are results related to strategic objectives?
Components
The categories provide an opportunity for individual components. Designate on the official entry form the category that most closely fits the primary purpose of your entry. You may submit more than one entry per category or entries in several categories. Components Criteria closely follows the criteria for the national PRSA Bronze Anvil Awards.
17. Media Relations: Tactics, programs and events driven entirely by media relations. Submit press releases, satellite media tour materials, media advisories, pitch letters, requests for coverage, etc., along with evidence of the resulting media coverage and one-page summary that includes the measurable objectives. TV coverage should be submitted on a 1/2" VHS cassette and radio coverage on an audiocassette.
18. Newsletters: Publications 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 along with one-page summary. (For online or electronic only copies, please submit in category 38, Multi-Media Communications.)
19. Magazines: Publications designed to provide in-depth information about an organization or topic on a regular basis. The number of pages and length of articles typically differentiate magazines from newsletters. Submit three consecutive issues along with one-page summary. (For online or electronic only copies, please submit in category 38, Multi-Media Communications.)
20. Annual Reports: Publications that report on an organization’s annual performance. Submit one copy of the publication along with one-page summary. (For online or electronic only copies, please submit in category 38, Multi-Media Communications.)
21. Brochures: Pamphlets, booklets or other small publications designed to inform a target audience about an organization, produce, service or issue. Submit one copy of the publication along with one-page summary. (For online or electronic only copies, please submit in category 38, Multi-Media Communications.)
22. Publications: Single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Submit one copy of the publication along with one-page summary.
23. Press Kits/Media Kits: News releases, photographs and other background information compiled for an organization product or issue. Submit one copy of the press kit or media kit along with one-page summary. (For online or electronic only copies, please submit in category 38, Multi-Media Communications.)
24. Direct Mail/Direct Response: Communications that are designed to solicit a specific, immediate response by the target audience. This can be a single communication or a series. Quantifiable, specific actions by the target audience recipients resulting solely from the sponsor’s communication should be detailed in the summary. Submit one copy of the publication along with one-page summary.
25. Audio Programs: Submit CD/audio cassette along with one-page summary. Summary should include usage statistics or other means to qualified measurement to support stated objectives.
26. Internal Video Programs (corporate/organizations news and features): Video programs targeted towards internal audiences such as employees, members, etc. Entrants should submit programs on VHS cassette as a reasonable presentation. The one-page summary should include documentation of results that supported stated objectives.
27. External Video Programs: Directed primarily at external audiences. Entrants should submit programs on VHS cassette as a reasonable presentation. The one-page summary should include documentation of results that supported stated objectives.
28. Video News Releases: Pre-produced videos distributed to television stations to inform target audiences about an event, product, service or organization. Entries may consist of edited or unedited 1/2” video and sound bites on a single 1/2” VHS cassette. The one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.
29. Television PSAs: Video productions of one minute or less distributed to television stations as non-paid Public Service Announcements. Single productions or a series addressing the same issue may be submitted on a single 1/2" VHS cassette. The one-page summary should include documentation of results.
30. Radio PSAs: Audio productions of one minute or less distributed to radio stations as non-paid Public Service Announcements. Single productions or a series addressing the same issue may be submitted on a single audiocassette or CD (compact disk). The one-page summary should include documentation of results that support stated objectives.
Entries in categories 31-35 must be written in their entirety or substantively by the entrant and not merely “pitched.”
31. Speeches: Submit text of speech along with one-page summary. Summary should include information on audience, purpose of speech and any documented results against the stated objectives.
32. Feature Stories: Submit text of feature article as well as documentation of publication and placement. The feature article should have been written by the practitioner and submitted and published through his/her efforts. The one-page summary should include target audience, measurable objectives and any documented results.
33. Editorials/Op-Ed Columns: Opinion articles written as an editorial, guest column, or letter to the editor. Submit text of article and documentation of publication. The one-page summary should outline measurable objectives, audience, results and budget.
34. Advertorial: Paid advertising written as editorial matter to gain support for a product, issue, program or organization. Submit text of editorial matter and documentation of publication. The one-page summary should include target audience, measurable objectives and budget.
35. Research/Evaluation: Research that provides a meaningful contribution or input to a public relations program, or an evaluation documenting the value or benefit of a public relations program or tactic. Sample of the methodology and findings of any research should be included in the entry, along with a one-page summary. One-page summaries for evaluations should detail how and why this method is unique and valuable.
36. Creative Tactics: Unconventional, creative tactic or approach used as part of a public relations program. Documentation of how the tactic specifically contributed to the measurable results of the campaign should be included in the one-page summary. (If objects are large or bulky, a photograph or video representation should be sent.)
37. Web sites (external, internal or extranets): Use of a web site as part of a public relations program. Include screen grabs or copies of key pages to support your one-page summary. In addition, include the web site address for external sites.
38. Multi-Media Communications (press kit, newsletters, magazine, annual reports, brochures): Use of multi-media technology to produce traditional public relations tactics. Submit a one page summary, as well as a hard copy and CD ROM of the tactic to reflect its quality, execution, and technical excellence.
Component Judging Criteria
Develop a concise summary, no longer than a single page, which should include objectives, audiences, budget, and, if applicable, results. Enclose a copy of the entry. If you are entering the same piece in more than one category, you must supply an appropriate number of samples with each entry. Note: Criteria closely follow the criteria for the national PRSA Bronze Anvil Awards.
Preparing Your Entry
Please follow all instructions. Failure to comply may lead to disqualification.
For more information on how to write a winning entry, visit www.prsa-ncc.org and the national PRSA site at www.prsa.org.
For Programs and Components:
At least some part of the program must have occurred in 2003. Programs tend to have better chances of winning near their completion, when evaluation against initial objectives can be measured.
• Programs should be entered in the one most appropriate category. In deciding which category is most appropriate, entrants should examine program objectives and target audiences. Judges will not move entries into other categories.
• Submit each entry in a hardcover, three-ring binder. The competition entry form should be page 1 of your binder. This applies to every program or component entry.
• The next page of your entry should be the typed summary that introduces your program or component. If your entry is a program, the summary should be no longer than two pages. It should include a description of research, planning, implementation and evaluation, in that order. Also in the summary, include: total budget--including information related to staffing or percentage of manpower and percentage of purchased media to overall expenses; the program’s geographic scope; and time frame or duration of the program. If your entry is a component, the summary should be no longer than one page and should address objectives, audiences, budget and, if applicable, results.
• For program entries, incorporate supporting materials such as photographs, prints, slides, letters, scripts, storyboards, clippings and sample evaluation data. These items must fit into your binder. Sleeves may be used to hold odd-sized support materials such as folded posters and videocassettes. Advertising materials will be accepted if you can demonstrate that the advertising supplemented the public relations program and the advertising costs amounted to no more than one-third of the total program budget.
• For program entries, use tabs to separate your binder into four sections (research, planning, implementation and evaluation), and include introductory or analytical statements at the beginning of each section followed by supporting documentation.
• If your entry documentation includes videotape, you are encouraged to submit a VHS copy. You must prepare a one-page summary outlining the tape’s contents and also label the cassette with the name of the entry, the program title and award category.
• Leave binder cover free of lettering, labels, drawings, etc.
• Mail entry with payment to arrive no later than June 15, 2004 at 5:00 p.m.
Attn: Thoth Awards Competition
PRSA-NCC Chapter Office
10366 Democracy Lane, Suite B, Fairfax, VA 22030
(703) 691-8733
• Entry fees may be paid by check made out to: PRSA-NCC; or by American Express, Visa or Master Card.
“Best of Show”
All program entry winners are automatically considered for special recognition as the “Best of Show.”
Special PRSA-NCC Chapter Awards
Continuing the PRSA-NCC tradition of recognizing outstanding members within our industry, nominations will be accepted for two special chapter awards. To nominate a candidate, you must be a member of PRSA-NCC.
The Thoth Award for Outstanding Personal Achievement honors the most professionally and personally accomplished PRSA-NCC member.
The Diamond Award for Chapter Service honors a member who has provided exceptional service to PRSA-NCC.
Nominations are due no later than June 15, 2004. For information on submitting nominations for either of these two chapter awards, contact:
Pam Miles, APR, President, PRSA-NCC, (703) 892-1114 or pam@milescommunications.com
Save the Date
The 2004 Thoth Awards will be presented at a gala awards banquet on September 23, 2004 at the National Press Club. Invitations will be sent under separate cover.
Questions?
2004 Thoth Award Judging Co-Chairs
Mary D. Yerrick, APR, Primetime Solutions, Inc., myerrick@aol.com
Sally McDonough, Ogilvy Public Relations Worldwide, sally.mcdonough@ogilvypr.com
2004 Thoth Awards Event Co-Chairs
Kay Bransford, Vocus, Inc., kbransford@vocus.com
Kristina Messner, Messner Public Relations, kristina@messnerpr.com
Remember to enclose the following:
1. Entry fee (entry fees are not refundable)
2. Entry form (photocopies are acceptable)
3. Entry binder
4. One-page summary (component) or Two-page summary (program). Use a minimum of 10-point typeface and one inch margins
5. 100-word summary statement (so we may best describe your entry)
6. The binder should include any supporting materials referred to in your required summary. This more detailed information should be in tabbed sections behind the two-page summary. Other examples of supporting materials are research reports, surveys, news releases, representative clippings and samples of tactical materials (no videotapes).
7. Electronic copy (on disk or CD) of your 2-page Program summary or your 1-page component summary along with any a 300 dpi .jpeg of your logo(s).
We will notify you of receipt of your entry by e-mail. A listing of the finalists will also be sent to you in this manner after they have been determined. The e-mail address you provide when entering the competition will be the address used for these purposes.
Fees: PRSA-NCC Members: $75; $55 for subsequent entries;
Non-NCC: $95; $70 for subsequent entries
Winning Entries
Winning entries are displayed at the award’s program event. The decision of the judges is final. The winning two-page summary for Thoth Awards will be posted to the PRSA-NCC web site. (NCC will delete financial and personal contact information).
Learn How to Prepare a Winning Entry
Find out how you can improve your chances of winning a Thoth. Hear personal accounts and helpful hints form some past winners and judges.
Thursday, April 29, 2004
6:30-8:30 p.m.
National Education Association
1201 16th Street, NW
Washington, DC 20036
Thank you to our sponsor PR Newswire for providing web casting for this event.
To register for this FREE event and web cast, email Christina Rubalcaba. Additional details about the program are on the PRSA-NCC website at www.prsa-ncc.org.
PRSA-NCC Sponsors
The National Capital Chapter thanks the following 2004 sponsors:
Platinum Sponsors:
EFX Media
MDB Communications
NAPS
PR Newswire
Gold Sponsors:
AARP
National Education Association
News Generation
Ogilvy Public Relations Worldwide
Bronze Sponsors:
Boscobel
Burrelle's/Luce
BusinessWire
DS Simon Productions
Hill & Knowlton
RooseveltMedia.com
Strategic Communications Group, Inc.
U.S. Newswire
Print Sponsor
Frank Gumpert Printing of Annapolis
Thoth Award Gala sponsorships are available. Contact Megan Arts, Sponsorship Committee Chair, at meganarts@hotmail.com to get more details.
Download and print only the Thoth Entry form
2004 Thoth Awards Entry Form
(Make copies of the form for multiple entries)
Entry category:
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| Are you a member of PRSA-NCC? __ Yes __ No
If yes, PRSA member number: __________________
(please refer to your member ID card or contact the PRSA-NCC office at (703) 691-8733)
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| I certify that this program was carried out entirely or in part between January 1, 2003 and December 31, 2003. Signature of entrant or representative:
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Fees:
PRSA-NCC Members: $75, $55 for subsequent entries;
Non-NCC: $95, $70 for subsequent entries
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Mail entry with payment to arrive no later than Tuesday, June 15, 2004 to:
Attn: Thoth Award Competition
PRSA-NCC Chapter Office
10366 Democracy Lane, Suite B
Fairfax, VA 22030
(703) 691-8733)
Entry fees may be paid by check made out to: PRSA-NCC; or by American Express, Visa or Master Card.
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