NOMINATIONSDUE: OCT. 1TOTEM ENTRIESDUE: OCT. 22

PRSA Puget Sound Professional and Totem Award Guidelines

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PROFESSIONAL AWARDS Nominations can be made online at http://prsapugetsound.secure-awards.com.

Hugh Smith Community Service Award DUE OCTOBER 1 – Presented at the Annual Meeting The Hugh Smith Community Service Award recognizes a Puget Sound area public relations professional who has demonstrated outstanding citizenship by contributing public relations expertise to an important community issue and/or non-profit organization(s) across the span of the candidate’s career.

Eligibility Any public relations professional serving in the Puget Sound area is eligible. Nominees do not need to be a PRSA member.

Selection A judging committee of three or more chapter members and board members will select a winner from among the nominees. The committee can elect to not present an award in any year if, in their judgment, a suitable candidate does not exist. The award will be presented at the 2014 PRSA Puget Sound Annual Meeting.

Jay Rockey Lifetime Achievement Award DUE OCTOBER 1 – Presented at the Annual Meeting The Jay Rockey Lifetime Achievement Award was established in 2002 in honor of Jay Rockey’s commitment to the public relations profession. This award recognizes the career achievements of a Puget Sound area public relations professional who has advanced the field of public relations and demonstrated outstanding professional ability and conduct throughout his or her career.

Nomination Submission Guidelines Nominees must be nominated by a PRSA Puget Sound Chapter member (which may include members of the chapter board or Jay Rockey Awards Committee).

The nomination must be submitted in the form of a 300-500 word letter outlining the nominee's merits based on the following criteria:

• Experience & Qualifications: Worked as a public relations practitioner or educator for a minimum of 20 years.

• Community Involvement: Specifically advanced the field of public relations in the Puget Sound area. • Professional Excellence: Has demonstrated outstanding professional ability and conduct throughout his or

her career. • Leadership: Served as a leader in the public relations profession or in public relations education and has

advanced the profession.

One additional letter of support may be submitted as part of the nomination.

Judging Once all nominations are received, the awards committee will assess them based on the above criteria. Qualified nominations will be judged by the committee, which shall include three previous Lifetime Achievement Award recipients. In the event three past award recipients are not available, the committee shall be comprised of as many recipients as possible, with the remaining members appointed by the board of directors. The award will be presented at the 2014 PRSA Puget Sound Annual Meeting.

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PR Professional of the Year DUE OCTOBER 22 – Presented at the Totem Awards Gala The PR Professional of the Year Award recognizes a Puget Sound area public relations professional who has best demonstrated professionalism, innovation and involvement in the field of public relations within the past year (July 1, 2013 and June 1, 2014). Eligibility The award is open to PRSA chapter members and non-members in the field of public relations. The majority of a nominee’s accomplishments submitted for consideration must have occurred during the past year. Entries Nominations can be submitted by any PRSA Puget Sound chapter member on behalf of another member or non-member. Evaluation While heavily weighted toward a nominee’s professional accomplishments, the evaluation will also consider how the individual demonstrated a commitment to integrity and ethical practice in his or her work and contributed to advancing the PR profession through community involvement or other service. Selection A judging committee of chapter members and board members will select a winner from among the nominees. The committee can elect to not present an award in any year if, in their judgment, a suitable candidate does not exist. The award will be presented at the 2015 Totem Awards Celebration Event. QUESTIONS ABOUT PROFESSIONAL AWARDS? Contact Christina Donegan at Christina.Donegan@pse.com

TOTEM AWARDS Entries are accepted online at http://prsapugetsound.secure-awards.com.

General Guidelines The Totem Awards honor the best work of communications professionals in Washington State and are sponsored annually by the Puget Sound Chapter of the Public Relations Society of America. Totem Awards recognize professional excellence and ingenuity in more than 20 categories, covering both public relations components and programs. In addition to the individual category awards, special accolades include the Best of Show, Young Professional Award and the President’s Choice Award, to be selected from a field of Totem Award winning finalists by a panel of the current and/or past PRSA Puget Sound presidents. The public relations landscape and toolkit are always evolving and the Totem Awards will showcase those tactics and programs that should be emulated.

Eligibility The Totem Awards competition is open to all public relations and marketing professionals in the region, PRSA members and nonmembers alike. Work entered in the Program Category may span both 2013 and 2014 to allow time for evaluation and demonstration of measurable results. The bulk of the work for the Component Category entries must have been completed during calendar year 2014 (exceptions may be granted in advance at the discretion of the Totem Awards committee). Entries submitted in previous years may not be submitted again.

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Entry Deadline Early bird entries must be received by 5 p.m. Friday, October 3, 2014. Final entries must be received by 5 p.m. Wednesday, October 22, 2014. Entries are accepted online at http://prsapugetsound.secure-awards.com.

Judging Criteria Each entry will be reviewed and scored by at least two judges from another PRSA chapter. If judging scores vary by more than 12 points, a third judge will be brought in and the lowest score will be dropped. The research and evaluation portions of the entries are judged first. Entrants are encouraged to describe the research and evaluation phases as fully as possible to earn the score their work deserves. Each entry is judged on its own merits. You’re competing only against yourself, except in the top award categories. There can be multiple Totem Awards and multiple Certificates of Excellence awarded in each category - or none.

Point System for Judging Entries in both the Program Category and Component Category are scored on a point system with a maximum of 100 points. For more details on how entries are scored, see the judging score sheet/program categories at http://www.prsapugetsound.org

Program Category Program Category entries are judged on the basis of research, planning, execution and evaluation, as presented in the PRSA universal accreditation program. Points are awarded as follows:

• 20 points for research • 30 points for planning • 20 points for execution • 30 points for evaluation

Component Category Component Category entries are judged on the basis of research/planning, implementation/execution and evaluation. Public Relations Components are individual program tactics that will be judged primarily on effectiveness in supporting a program goal or communicating a program message. Points are awarded as follows,

• 25 points for research/planning • 50 points for implementation/execution • 25 points for evaluation

Planning for your entry Be sure to carefully select the most appropriate category for your entry. Keep in mind:

• Identical entries may be entered in one category only. However, if you have entered a program category, a component of that program can be entered individually in the Component Category with its own distinct two-page summary.

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• The number of entrants per category does not affect judging. Each entry is judged on its own merits. • If judges feel an entry is submitted in the wrong category, they may move your entry into the proper

category with no penalties • If your entry does not meet the timeline requirements (listed under eligibility) it will be disqualified and

refunds will not be given. If you have questions, please contact us first. • To aid you in preparing your entry, see http://www.prsapugetsound.org for Totem Awards entry tips,

two-page summary samples, judging score sheets, and more.

Preparing your entry Entries are accepted online at http://prsapugetsound.secure-awards.com. The following items are required for a complete Totem Award submission:

• Entry form (online) • Entry fee • Two-page summary • Supporting materials (i.e. plans, research, audits, photos, graphics, spreadsheets, news releases, etc.) • Submitted on time (no late submissions will be accepted)!

Two-page Summary • Summaries may be no longer than two typed pages in no smaller than 10-point type. • You will be automatically disqualified, and your entry fee forfeited, for any summary of more than two

pages or type smaller than 10 point. • Summaries should address research, planning, execution and evaluation. • The two-page summary is one of the most important elements to aid the judges in evaluating the merits

of your work.

Entry Fees • Online Entries Only: On or before Oct. 3: Members: $85; Nonmembers $110

After Oct. 3: Members $110; Nonmembers: $135

• Payment is accepted by credit card with your online entry (http://prsapugetsound.secure-awards.com.). Checks are accepted and should be mailed to PRSA Puget Sound, PO Box 58530, Seattle, WA 98138-1530. Please make checks payable to PRSA Puget Sound.

Questions About Your Entry? Contact: Debra Carnes at debrac@wsba.org or (206) 733-5930

Or Karla Slate at kslate@covingtonwa.gov or (253) 480-2402

Awards Gala Celebrate with friends and colleagues and take home your Totem and award-worthy entry at the Totem Awards Gala in February 2015. The gala location and date will be announced when award winners are notified in late 2014.

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C. PUBLIC RELATIONS COMPONENTS Each entry must include an entry summary of no more than two typed pages, at 10-point type or larger (entries with summaries longer than two pages will be disqualified) and supporting materials. Be sure to include these elements:

• Research/Planning— situation and research • Implementation/Execution— budget, challenges/solutions, evidence of strong project management and

quality of piece • Evaluation/Effectiveness— whether objective was met, use of resources, quantifiable results

C1. Writing An original single article, speech or series. Note: for news writing, see Category I.

1a. Scripts 1b. Editorials/Op-Ed Columns 1c. Public Service Announcements 1d. Technical Writing 1e. Speech Writing (submit final in author’s name) 1f. Feature Writing 1g. Other

C2. Internal Publications For periodicals, submit three consecutive issues. Note: for “Electronic Publications” see Category F.

2a. Magazines 2b. Newsletters 2c. Handbooks/Manuals 2d. Other

C3. External Publications For periodicals, submit three consecutive issues. Note: for “Electronic Publications” see Category F.

3a. Magazines 3b. Newsletters 3c. Other

C4. Special publications One-time components published for a special audience (other than media), event or purpose.

4a. Brochures 4b. Direct Mail 4c. Advertising 4d. Posters 4e. Books 4f. Other

C5. Visual Presentation Audio/Films/Video must be submitted on USB drive.

5a. Videos 5b. Audio/Visual Presentations (PowerPoint, Webisodes, etc.) 5c. Photography 5d. Graphic Illustration 5c. Other

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C6. Digital Communications 6a. Websites 6b. Electronic Publications 6c. Social Media (Facebook, Twitter, YouTube, Foursquare, etc.) 6d. Mobile Technology (Apps, texting, etc.) 6e. Other

C7. Multicultural Communications Any periodical, brochure, promotional flyer, newsletter, video presentation or public service announcement targeting multicultural groups.

C8. Annual Reports For external or internal audiences reporting on the previous year’s activities.

C9. Media Relations 9a. News Releases (print) 9b. Bylined Articles 9c. Media Kits 9d. Public Service Announcements 9e. Other

C10. Communications Audits

C11. Communications Plans

P. PUBLIC RELATIONS PROGRAMS Each entry must include an entry summary of no more than two typed pages, at 10-point type or larger (entries with summaries longer than two pages will be disqualified) and supporting materials. Be sure to include these elements:

• Research/Planning—situation and research • Implementation/Execution—budget, challenges/solutions, evidence of strong project management and

quality of piece • Evaluation/Effectiveness—whether objective was met, use of resources, quantifiable results

P1. Community Relations To enhance relationships, improve cooperation, and advance an objective in a community. “Community” in this category refers to a specific geographic location or locations. Campaigns designed to promote products should be entered in the Marketing Communications category.

P2. Institutional Programs To affect an organization’s stature, reputation or relationship(s) with its publics or key elements of its publics.

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P3. Special Events and Observances To observe/promote commemorations, openings, national or local observances, celebrations and other events.

P4. Public Service To advance public understanding of a social issue, problem, or concern where the principal motivation of the sponsoring organization is altruistic or philanthropic. (Includes PSAs if they are the essence of the program. Stand-alone PSAs can be entered in Media Relations Components.)

P5. Public Affairs To influence public policy and/or affect legislation, regulations, political activities or candidacies at the local, state or federal government level, so that it benefits the entity funding the program.

P6. Marketing Communications To publicize or promote new or established products.

P7. Global Public Relations Any type of program designed to improve relations with countries or publics outside of the United States.

P8. Crisis Communications To deal with or prepare for disasters, crises, or emergencies.

P9. Internal Communications To promote internal efficiency through communications or to affect relations with employees.

P10. Investor Relations To improve relations with shareholders, advisors and financial investors.

P11. Multicultural Public Relations To specifically target cultural groups (any type of program, i.e. institutional, marketing or community relations).

P12. Reputation/Brand Management To manage and improve relationships with the brand and its publics.

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P13. Pro Bono Project Public relations program or campaign developed and executed at no charge on behalf of a cause or charity, including a one-time special event.

THE BEST OF THE BEST Think you’ve got the goods to be the best of the best? Entrants may also be eligible for the following awards:

Best of Show Award The Best of Show winner, chosen by the PRSA chapter judging the Totem Awards, is drawn from a field of top entries submitted in the Public Relations Programs categories. The winner’s entry fee for the national PRSA Silver Anvil Awards is paid by the PRSA Puget Sound Chapter—a value of up to $395!

Young Professional Award The Young Professional Award, selected by the PRSA chapter judging the Totem Awards, is given to a professional with three or fewer years of experience whose performance has taken him or her to the highest level of professionalism on an entry submitted in the Public Relations Programs categories. All young professionals are eligible for this award providing they were the lead person on the project submitted. Please note your young professional eligibility on your entry form.

President’s Choice Award The President’s Choice Award will be selected from a field of Totem Award winning finalists by a panel of the current and/or past presidents of the PRSA Puget Sound Chapter. It will honor one of the Totem Award entries that excelled despite difficult circumstances. Was your deadline pushed up by a client, causing you to re-work your whole campaign and still pull it off successfully? Did your campaign garner six-course results on a fast food budget? Or was your successful campaign for that multi-million dollar corporation completed solely by you? If you believe that your campaign qualifies for this award, please include an explanation as to why you are eligible in 50 words or less, along with your entry, and note your application on your entry form.