It is important to remember that the Image Awards program is a public relations competition. As such, it is the public relations aspect of the entry that will receive the greatest scrutiny by the judges. To this end, the judges first read and evaluate the summary accompanying the entry. Seventy percent of the scoring is based on the summary that sets out the reason and need for the development of the public relations program or tool, how it was implemented and the results. The judges then review the support materials for professionalism, innovation and design to score the remaining 30 percent of the entry.
The judging method allows the judges to concentrate on the following criteria required in each summary:
- Research/Situation Analysis – Summarize the situation and any information gathered (through formal and/or informal research methods) that helped identify the problem or issue, target audiences and develop a strategy for addressing the problem or issue.
- Objectives – Clearly state the specific, measurable objectives (qualitative and/or quantitative) that this program or tool was designed to achieve.
- Implementation – Outline the steps used to achieve the stated objectives.
- Evaluation – Explain how the success of the program or tool was measured. Report how well it achieved its objectives.
- Budget – Explain the financial outlay required for development, implementation and evaluation of this program or tool. (Reporting staff time agency/corporation/nonprofit/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 deadline to enter this year’s statewide FPRA Golden Image competition is May 19, 2017. Entries will be accepted starting on April 14, 2017.