Tips for Preparing Your 2016 Image Awards Entry


Are you working on your entry for the 2016 Image Awards? We are looking forward to some great entries from the FPRA Tampa Bay Chapter this year, and to help you along, we wanted to share a few tips 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.

The Devil Is in the Details

Remember, your summary should be:

  • ONLY two pages
  • In a Word document format
  • Double-spaced, with 1-inch margins all around
  • In Times New Roman font, with a minimum of 10-point type

Entries for the local Image Awards are due February 29, with the local awards ceremony on April 15. Entries for the state’s Golden Image Awards are due May 13. Good luck!