Golden Image Advice: Helping You Go for the Gold


FPRA’s Tampa Bay Chapter was proud to honor our Image Awards winners at a luncheon this week. Now we are looking forward to the competition heating up for the Golden Image Awards that will be announced at the FPRA Annual Conference’s Golden Image Awards Gala on August 9 at the Innisbrook Resort & Spa!

There’s still time to enter the statewide competition and showcase the great public relations work you have produced this year. The deadline to enter for the Golden Image Awards is May 13, so you better get moving!

To help you along, we thought we’d recap a few tips we shared earlier this year for preparing your entry:

Review the Two-Page Summary Requirements

This is the primary narrative needed to explain your PR project, its objectives, its action plan and its evaluation (70 percent of your total score). Explain how you developed the project, what your objectives were and what tactics you employed. The topics to be discussed should be identified in the narrative: Research, Objectives, Implementation, Evaluation and Budget.

Research / Situation Analysis: Why did you do this project? What did you consider before establishing goals, tactics and evaluations? What occurred that helped you to identify a problem, a target audience and eventually a strategy. Research can be formal or informal. The judges need background of the problem or issue in this section. It can’t just be that your boss said to do the project. Setting up the situation makes the goals and objectives fall into place easier.

Objectives: What are your goals? What are your objectives? What will you hope to accomplish by doing this project? This is the section that concentrates on quantitative not qualitative. The judges are looking for specifics that will hopefully come about when the project is completed, such as increasing your membership by 50 percent, or collecting $200,000 from a special fundraising event, or gaining $25,000 in free publicity.

Implementation: This is the action plan. What steps will you take to accomplish these goals? Establishing a communications plan, a budget, a special event, a newsletter, and other items are all tactics to obtain the results of the project.

Evaluation: Plan ahead to conduct research and document results. It will strengthen your work. Manage by fact. Measure your results. Did you increase attendance? Did you earn $200,000 in donations? Did you gain free publicity? The evaluation must spell out what you accomplished. This section is directly connected to the Objectives. In the Objectives, you spell out what you want to accomplish. In the Evaluation, you show you
accomplished it.

Budget: Explain the financial outlay required for development, implementation and evaluation of this program or tool. (Reporting staff time agency/corporation/non-profit/government should be expressed in a total dollar amount for the entire number of hours. Hourly rates, salaries or total number of hours are not necessary.) Explain how these expenses relate to the project’s success.

Good luck!