Torche' Award Categories
Judging Methodology
The Torche' Awards uses the same methodology and scoring rubric as the SPRF Lantern Awards.
PROFESSIONAL CATEGORIES
All Torche' Award entries must fit into one of the following Tiers and categories:
TIER 1: Long Term Strategic Programs and Campaigns (7 months or more)
1. Community Relations and Public Service - Programs seeking to improve relations with or win support of people or organizations in communities with an issue or need.
2. Crisis Communications - Programs implemented to deal with an unplanned event requiring immediate response.
3. Integrated Communications - Programs exhibiting effective PR strategies and tactics in a creative, integrated campaign.
4. Internal Communications - Programs targeted to internal publics such as employees, members, dealers, franchisees, investors.
5. Marketing - Programs developed to introduce new products/services or promote existing products/services.
6. Media Relations - Programs developed to build relationships with journalists and news organizations or secure ongoing media coverage.
7. Public Affairs - Programs developed to influence public policy or legislation.
8. Reputation, Issues and Brand Management - Programs designed to enhance the reputation, deal with issues affecting business strategy, or enhance the brand of an organization.
9. Special Events - Programs or events with special activities where public relations played an integral part.
10. Potpourri - Programs that do not fit criteria for other categories.
TIER 2: Short Term Strategic Programs and Campaigns (0-6 months)
1. Community Relations and Public Service - Programs seeking to improve relations with or win the support of people or organizations in communities with an issue or need.
2. Crisis Communications - Programs implemented to deal with an unplanned event requiring immediate response.3. Integrated Communications - Programs exhibiting effective PR strategies and tactics in a creative, integrated campaign.
4. Internal Communications - Programs targeted to internal publics such as employees, members, dealers, franchisees, investors.
5. Marketing - Programs developed to introduce new products/services or promote existing products/services.
6. Media Relations - Programs developed to build relationships with journalists and news organizations or secure ongoing media coverage.
7. Public Affairs - Programs developed to influence public policy or legislation.
8. Reputation, Issues and Brand Management - Programs designed to enhance the reputation, deal with issues affecting business strategy, or enhance the brand of an organization.
9. Special Events - Programs or events with special activities where public relations played an integral part.
10. Potpourri - Programs that do not fit criteria for other categories.
TIER 3: Tactical Materials/Projects
1. Research and Measurement: reports, white papers, studies, evaluation, communication audits
2. Writing: online content (social, blog, web), writing for publications, feature stories, speeches, columns/op-eds, position papers
3. Advertising and Publications: One-time special publications, annual reports, magazines, newsletters, brochures, direct mail, e-materials, print advertising, billboards
4. Social media management: creative and results-oriented use of social media platforms, such as Facebook, Twitter, Instagram, LinkedIn, YouTube, Snapchat, Pinterest
5. Media relations: media materials and activities, such as news releases, media-only events, media kits, online newsrooms, guidebooks, etc.
6. Graphics: logos, infographics, organizational identity, photography, signage, kiosks, exhibits, displays, graphic standards
7. Collateral Material: direct mail/e-mail, printed materials, brochures, letterhead packages, apparel, promotional items
8. Audio and Video: videos, commercials, presentations, podcasts
9. Digital: websites, intra-web, mobile applications
10. Potpourri
Student Categories:
1. Campaigns
2. Special Events
3. PR Plans and Proposals
4. Writing: online content (social, blog, web), writing for publications, feature stories, speeches, columns/op-eds, position papers
5. Advertising and Publications: One-time special publications, annual reports, magazines, newsletters, brochures, direct mail, e-materials, print advertising, billboards
6. Social media management: creative and results-oriented use of social media platforms, such as Facebook, Twitter, Instagram, LinkedIn, YouTube, Snapchat, Pinterest
7. Media relations: media materials and activities, such as news releases, media kits, online newsrooms, guidebooks
8. Graphics: logos, infographics, organizational identity, photography, signage, kiosks, exhibits, displays, graphic standards
9. Collateral Material: direct mail/e-mail, printed materials, brochures, letterhead packages, apparel, promotional items
10. Audio and Video: videos, commercials, presentations, podcasts
11. Digital: websites, intra-web, mobile applications
12. Potpourri
