PUBLIC RELATIONS
Primary audience is farmers, ranchers and growers (unless otherwise specified).

Public Relations Campaigns.
Entry preparation: Submit in a 3-ring binder no larger than 1-1/2" spine size. Affix entry form to back of binder. You may use up to five doubled-spaced pages to describe the following: 1) program objectives and purposes; 2) audiences; 3) strategies/communications techniques; 4) evaluation and feedback (explain tangible methods used to measure results); 5) budget (include all costs such as cost of personnel to implement program). Supporting materials and examples may be included but must be contained in the 3-ring binder.

Entry tip: Improve your chances of success by submitting a smaller, but more descriptive entry. Carefully consider the judging criteria and entry guidelines when preparing entries. NOTE: Results weigh heavily in Public Relations entries, DON’T LEAVE THEM OUT.

Judging Criteria.
Planning = 30% Research and thoroughness of advance study, determination of need and background development. Originality and judgment in developing the strategies to achieve stated objectives. Completeness of the plan.
Execution = 30% Quality and professionalism exhibited in the program and in the techniques implemented. Effectiveness of execution in terms of manpower and budget. Ingenuity and creativity in combining variety of techniques and elements to achieve objectives.
Evaluation = 40% Efforts made to identify, analyze and quantify results. Evidence that objectives were achieved. Tangible effort to determine what worked and what did not.

36. Overall Public Relations Program supporting product, service or corporate image directed to farmers, ranchers and growers and all others serving agribusiness.
37. Overall Public Relations Program or program element supporting product, service or corporate image directed to a rural lifestyle audience.
38. Media relations including news kits and media relations activities.
39. Public affairs/issues management program supporting public affairs.
40. Producer-funded public relations program directed to ag audiences
41. Producer or company-funded public relations campaigns - directed to consumers.

Writing.
Entry Preparation: Entry should include copy of manuscript and published copy. Verification of article or speech must accompany entry. On one double-spaced, typewritten page, explain: Audiences and Story or speech objective. Mount materials on the inside of 13" x 16" paper (folded size), cover stock, black finish or submit in black three-ring binder. Mount entry form on the outside back cover of the folder or binder. Attach the two copies of the entry form via paper clip or binder clip. NOTE: Results weigh heavily in Public Relations entries, DON’T LEAVE THEM OUT.

Judging Criteria.
Clarity of Message = 30%
Creativity/ingenuity in presenting message = 30%
Thoroughness of reporting overall = 20%
Grammar, punctuation, style = 10%
Results = 10%

42. News or feature article (trade & general consumer media).
43. Persuasive writing - Speeches, Op Eds, Commentaries.
    Includes written materials delivered via any medium.
44. News release - (trade & general consumer media).
45. Technical Writing – includes white papers
    

Events.
Includes events developed for product promotion, commemorations, openings, centennials, celebrations, etc. Includes planning, execution and evaluation.

Entry Preparation: On not more than two double-spaced typewritten pages, describe the following: 1) Program objectives/purposes; 2) Audience; 3) Strategies/communications techniques used to reach objectives; 4) Evaluation and feedback (explain tangible methods used to determine the event’s success; 5) Budget. Include supporting samples: written plans, photographs, videos and other materials that further explain the nature and scope of project. Submit all materials in a 3-ring binder no larger than 1-1/2" spine size. Affix entry form to back of binder. Videos and audio on CD or DVD only. NOTE: Results weigh heavily in Public Relations entries, DON’T LEAVE THEM OUT.

Judging Criteria.
Planning = 25% Research and thoroughness of advance study, determination of need and background development. Originality and judgment in developing the strategies to achieve stated objectives. Completeness of the plan.
Execution = 35% Quality and professionalism exhibited in the program and in the techniques implemented. Effectiveness of execution in terms of manpower and budget. Ingenuity and creativity in combining a variety of techniques and elements to achieve objectives.
Evaluation = 40% Efforts to identify, analyze and quantify results. Evidence that objectives were achieved.

46. Events - Customer events
47. Events – Internal events
    

Publications.
Entry Preparation: On not more than two double-spaced typewritten pages, describe the following: 1) Objectives/purposes; 2) Audience; 3) Strategies/communications techniques used to develop editorial graphics to support project objectives; 4) Evaluation and feedback (describe how you solicited audience feedback and response, and methods used to ensure the project is meeting objectives and reader needs); 5) Budget. Please submit all materials in a 3-ring binder no larger than 1-1/2” spine size. NOTE: Results weigh heavily in Public Relations entries, DON’T LEAVE THEM OUT.

Judging Criteria.
Planning = 10% Is the entry based on sound objectives?
Development = 20% Do messages meet readers’ needs? Is the copy interesting, relevant and credible?
Graphics = 20% Are graphic elements attractive, professional and useful in helping to illustrate copy points?
Execution = 25% Creativity and resourcefulness with which the project has been handled.
Results/Evaluation = 25% How has the project been evaluated to ensure that it meets the readers’ needs? What evidence is provided that objectives have been achieved?

48. Company and association newsletters - External - Newsletters issued on a regular basis directed primarily to farmers, ranchers or growers. (Up to three issues.)
49. Company and association newsletters - External - Newsletters issued on a regular basis directed primarily to dealers, distributors, sales reps, veterinarians or others serving agribusiness. (Submit up to three issues.)
50. Company and association magazines- External - Magazines, etc., issued on a regular basis directed primarily to farm customers, prospects or others serving agribusiness. (Submit up to three issues.)
51. Company publications - Internal - House publications, etc., issued on a regular basis to company personnel. (Submit up to three issues.)
52. Company publications - Annual reports.
    

Audio/Visual/Electronic Media.
Entry Preparation: Submit radio/audio entries on CD. Submit television, film, slide presentation or video entries on DVD. ABSOLUTELY NO MP3’S. ENTRIES MUST PLAY ON A CD OR DVD PLAYER NOT IN A COMPUTER. Submit DVD or CD in envelope with synopsis inside and mount entry form on the outside of the envelope. For Electronic Publications submit a color copy and submit on CD-ROM viewable on PC based standard Web browsers that do not need an Internet connection to view. For Web sites submit URL address on entry form under “Entry Title” and a color copy of the front page of the site. If a password is needed make sure to include it with the URL address. On not more than two double-spaced typewritten pages, describe the following: 1) Objectives/purpose; 2) Audience; 3) Evaluation and feedback (explain tangible methods used to determine the project’s success); 4) Budget. NOTE: Results weigh heavily in Public Relations entries, DON’T LEAVE THEM OUT.

Judging Criteria.
Planning/Script/Content = 30% Research and thoroughness of message for intended audiences and stated objectives.
Production Techniques/Execution = 30% Creativity and resourcefulness with which project has been handled.
Results/Evaluation = 40% Efforts to identify, analyze and quantify results. Evidence that objectives have been met.

53. Broadcast news or taped program directed to trade or general consumer.
54. Electronic publications directed to trade or general consumer.
55. Interactive marketing tools – Includes blogs, viral marketing, webinars, etc.
56. Internet Web site directed to farmers, ranchers, or growers and all others serving agribusiness.
57. Internet Web site with an educational focus directed to general consumers.

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