PRSA-NCC

• PRSA-NCC Members: $140 for first entry and ticket to Thoth Gala (a $20 savings)
• Non-NCC Members: $180 for first entry and ticket to Thoth Gala (a $20 savings)

Download the Entry and Fee Forms only as an MS Word document
Download the Complete Call for Entries Package as an MS Word document (also includes entry and fee forms)

WHAT ARE THE THOTH AWARDS?
Named for the Egyptian god of communication, the Thoth (pronounced “tot”) Awards recognize the most outstanding, strategic public relations programs and components developed and produced in the Greater Washington area. Achievements are recognized in 34 categories, including 13 program categories that celebrate the very best PR campaigns and 21 component categories that highlight top accomplishments in PR tactics.

The Public Relations Society of America’s National Capital Chapter (PRSA-NCC) 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 e-mail in August 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 scheduled to take place in September 2010.

Did you enter PRSA’s National Silver Anvil or Bronze Anvil Awards program?
If so, please note that the Thoth program and components category definitions and contest requirements closely follow the PRSA Silver and Bronze Anvil awards. By taking a little extra time to repurpose your Anvil entry for submission in the Thoth Awards competition, you’ll be maximizing your chance of winning an award and gaining recognition for your outstanding work.

ENTRY DEADLINE & FEES
The standard entry fee for the 2010 Thoth Awards competition is $95 for members of PRSA-NCC, $115 for non-members. Please note that the more you enter, the more you save on entry fees. Subsequent entries from the same individual or organization are $75 for members and $95 for non-members. All entries must be RECEIVED (not postmarked) no later than 5 p.m., Friday, June 18, 2010.

To save even more on entries, consider taking advantage of Thoth’s EARLY BIRD fees, which are $75 for members and $95 for non-members. Subsequent Early Bird entries from the same individual or organization are $55 for members and $75 for non-members. In order to qualify for reduced rates, All EARLY BIRD entries must be RECEIVED (not postmarked) by 5 p.m., Friday, June 4, 2010.

Send your entries to:

Thoth Awards, PRSA-NCC
10378 Democracy Lane, Suite A
Fairfax, VA 22030
703-691.9212

Pay by credit card or check. Make payable to PRSA-NCC.
American Express, Visa or MasterCard accepted.

PREPARING YOUR ENTRY
Please follow all instructions. Failure to comply may lead to disqualification. We will notify you by email to acknowledge receipt of your entry. Should you become a finalist, we will contact you again by e-mail. The e-mail address you provide when entering the competition will be the address used for these purposes. Please notify PRSA-NCC if your email address changes.

Remember to enclose the following:
1. Entry fee (entry fees are not refundable), including both the payment and information forms attached to this package.
2. Entry form (photocopies are acceptable). Please make sure the entry category you assign to your entry on this form matches the category list provided in this document.
3. Entry binder (limit to three inches, please)
4. Two-page summary for program entry or one-page summary for component entry, as described in next section (minimum of 10-point typeface and one inch margins)
5. 100-word summary statement (so we may best describe your entry during awards presentation)
6. The binder should include any supporting materials referred to in the one- or two-page summary. This detailed information should be put in labeled, tabbed sections behind the two-page summary. Examples of supporting materials are videos, research reports, surveys, news releases, clippings and samples of tactical materials.
7. Electronic copy (on CD or DVD) of your two-page program summary or your one-page component summary along with a 300 dpi jpeg of your company, client and/or project logo(s).
8. Note that budget information is a required and essential item for your entry to be properly judged.

PROGRAMS (Categories 1-13)
A two-page summary should be typed using no smaller than a 10-point typeface and one inch margins. Please note: Criteria closely follow that used for the national PRSA Silver Anvil Awards.

Below are tips on how to write a winning entry. The number one reason entries are disqualified is that the summaries do not address all criteria listed.

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?
• Did you conduct an audit of the media climate?

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? (Unless you are entering this program under “Integrated Communications,” advertising costs should not exceed one-third of the budget.)

Evaluation:
• What method(s) of evaluation were used?
• How are results related to research findings?
• How are results related to strategic objectives?

COMPONENTS (Categories 14-34)
Develop a concise summary, no longer than a single page, which should include objectives, audiences, budget and results. Enclose a copy of the component in the form used. For example, if the item is a printed piece, please include a sample of the printed material; do not just provide electronic copy. If you are entering the same piece in more than one category, you must submit separate entries and forms for each category, along with an appropriate number of samples with each category entry submitted. Please note: Criteria closely follow that of the national PRSA Bronze Anvil 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, 2009, and December 31, 2009.

These categories provide an opportunity for full programs or campaigns to be recognized for excellence. 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, but each entry must be packaged separately.

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. Reputation/Brand Management: Programs designed to enhance, promote or improve the reputation of an organization with its publics, either proactively or in response to an issue, event or market occurrence.
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, events, or activities that take place for longer than a one-week period, such as a yearlong anniversary (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 should fall in Category 2: Reputation 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 and Services: Programs designed to introduce new or promote existing products and/or services to a consumer audience.
8. Marketing Business-to-Business Products and Services: Programs designed to introduce new or promote existing products or services to a business audience.
9. Global Communications: Any type of program (institutional, marketing, events, etc.) sponsored by a U.S. agency, a U.S. organization, or a global organization 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).
10. Crisis Communications/Issues Management: Programs undertaken to deal with an event or issues that has had or may have an extraordinary impact.
11. Internal Communications: Includes programs targeted specifically to special publics directly allied with an organization (i.e., employees, members, affiliated dealers or franchisees).
12. Multicultural Public Relations: Any type of program (i.e., institutional, marketing, or community relations) specifically targeted to a cultural group.
13. 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, investors, and shareholders.

These categories provide an opportunity for individual elements of larger programs to be recognized for excellence. 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, but each entry must be packaged separately.

Your one-page summary for each entry should include usage statistics or other means to quantify measurement of results to support stated objectives.

14. 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 DVD and radio coverage on a CD.

15. Media Relations on a Budget under $10,000: 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 DVD and radio coverage on a CD.

16. Media Relations on a Budget between $10,000 and $25,000: 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 DVD and radio coverage on a CD.

17. Online Communications: This category includes smartphone applications, web widgets, Twitter and Facebook campaigns, and other forms of social media. The one-page summary should include rationale for the social media strategy, statistics, or other means of quantifiable measurement to support stated objectives. A copy of the atctual podcast being entered on an audio CD, blog being entered, as well as the actual site URL, or other audio or video program must be submitted as part of the entry..

18. Podcast/Webcast: The one page summary should include rationale for the social media strategy, statistics, or other means of quantifiable measurement to support stated objectives. A copy of the actual podcast and/or webcast being entered on an audio CD or DVD, as well as the actual site url, or other audio or video program must be submitted as part of the entry.

19. Blog/Blogger Campaigns: The one page summary should include rationale for the social media strategy, statistics, or other means of quantifiable measurement to support stated objectives. A copy of the blog postings should be included, as well as the actual site url, or other audio or video program must be submitted as part of the entry.

20. Word of Mouth Program: The one page summary should include rationale for the social media strategy, statistics, or other means of quantifiable measurement to support stated objectives. A copy of the web postings should be included, as well as the actual site url, or other audio or video program must be submitted as part of the entry.

21. Written Communications/Print Version: This category includes Publications, Newsletters and Magazines. Submit one copy of the publication along with one-page summary.

22. Written Communications/Print Version: This category includes Annual Reports, Brochuresnad Press Kits/Media Kits. Submit one copy of the publication along with one-page summary

23. Written Communications/Electronic Version: This category includes Publications, Newsletters and Magazines. Submit one copy of the publication along with one-page summary. Submit entry on a CD with a one-page summary.

24. Written Communications/Electronic Version: This category includes Annual Reports, Brochures and Press Kits/Media Kits. Submit one copy of the publication along with one-page summary. Submit entry on a CD with a one-page summary.

25. 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.

26. Public Service Announcements: Audio or video productions of one minute or less distributed to radio or television stations, or ad distributed to newspapers or magazines as non-paid public service announcements. Single productions or a series addressing the same issue may be submitted on a single CD or DVD, or an actual copy of the print PSA must be submitted. The one-page summary should include documentation of results that support stated objectives.

Please note: Entries in categories 27-34 must be written in their entirety or substantively by the entrant and not merely “pitched.”

27. 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.

28. Feature Stories, Editorials, Op-Ed Columns: Submit text of feature or opinion 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.

29. 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.

30. 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.

31. 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.

Electronic Media Categories: Use of multi-media technology to produce traditional public relations tactics. Submit a one-page summary, as well as a hard copy and CD or DVD of the tactic to reflect its quality, execution and technical excellence for any category listed below:

32. Internal Video Programs: Video programs targeted towards internal audiences such as employees, members, etc.

33. External Video Programs: Video programs targeted primarily at external audiences, including b-roll packages and satelllite media tours.

34. External Audio Programs: Audio programs targeted primarily at external audiences, including sound bites and radio media tours.

GENERAL INSTRUCTIONS

Please remember:
• At least some part of the program must have occurred in 2009. Programs tend to have better chances of winning if submitted near their completion, when results 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 and 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, results, if available.
• Please also provide a CD or disk containing your two-page program summary or one-page component summary; also a 100-word summary of your entry (so we may best describe your entry if it receives an award); and a 300 dpi jpeg of your company, client and/or project logo(s).
• 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, CDs, DVDs 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 labeled 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 video, you are encouraged to submit a DVD copy. You must prepare a one-page summary outlining the video’s contents and also label the cassette or DVD with the name of the entry, the program title and award category.
• Leave binder cover free of lettering, labels, drawings, etc.
• Submit entry with payment to arrive no later than June 18, 2010, at 5 p.m.
Attn: Thoth Award Competition, PRSA-NCC Chapter Office, 10378 Democracy Lane, Suite A, Fairfax, VA 22030, (703) 691-9212

BEST OF SHOW
All program entry winners are automatically considered for special recognition as the “Best of Show.”

Entry category:	(_____)	_____________________________________
	Number	Description

Title of Entry:	______________________________________________________

Name of organization for which this program was conducted:

_____________________________________________________________________

Name of assisting agency/agencies or counseling firm(s) if any: _____________________________________________________________________

Indicate the individual’s name and/or company that should be engraved on the award in the event that your entry wins: _____________________________________________________________________

Name of the person authorized to submit this entry (and who will serve as contact regarding entry):

_____________________________________________________________________
Business Name:	_________________________________________________________


Business Address:	_________________________________________________________

Business City, State, Zip:	_________________________________________________________

Business Phone:	(_____) ________________

Home Phone:	(_____) ________________

E-mail Address:	______________________________________________________

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) 691-9212

I certify that this program was carried out entirely or in part between January 1, 2009 and December 31, 2009. Signature of entrant or representative:

_____________________________________________________________________

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___________________________________________________________________________________________________

Fees: Early Bird (must be received at the office by 5:00 p.m. on June 4, 2010 PRSA-NCC Members: $75, $55 for subsequent entries; Non-NCC: $95, $75 for subsequent entries Final Deadline (must be received at the office by 5:00 p.m. on June 18, 2010 PRSA-NCC Members: $95, $75 for subsequent entries; Non-NCC: $115, $95 for subsequent entries • PRSA-NCC Members: $150 for first entry and ticket to Thoth Gala (a $20 savings) • Non-NCC Members: $180 for first entry and ticket to Thoth Gala (a $20 savings)

Payment: Mail entry with payment to arrive no later than Friday, June 18, 2010 to: Attn: Thoth Award Competition PRSA-NCC Chapter Office 10378 Democracy Lane, Suite A Fairfax, VA 22030 (703) 691-9212 Entry fees may be paid by check made out to: PRSA-NCC; or by American Express, Visa or Master Card.

Method of payment:		__________________________________________

Check enclosed	_____	or Credit Card: __AMEX __ VISA __MASTERCARD

Total Amount to be billed:		___________________________

Credit Card Number:		___________________________

Expiration date:		___________________________

Name on Card :		__________________________________________
Signature:		__________________________________________