Silver Anvil honors complete strategic public relations programs and Bronze Anvil is for tactics within public relations programs.
At least some part of the program must have occurred in the prior calendar year.
Programs have a better chance of winning near their completion, when evaluation against initial objectives can be measured.
I’m confused about which category to enter. There seem to be several into which mine might fit. Can you help?
While our judges can disqualify any entry that does not fit in the category entered, this is a rare action and taken only when an entrant has blatantly disregarded the category description.
In selecting your category, examine your strategic plan. What was the audience? What were the objectives? These are questions you are required to answer in the Silver Anvil two-page summary that is the central component of the entry. The answers to these questions should help guide you in selecting the right category fit, after you’ve carefully read the descriptions. As long as you utilize such a reasoned approach to selecting your category, it’s highly unlikely that our judging teams would make a determination that you had broken the rules and disqualify your entry.
One other thing to make sure category choice is the right one is to compare your Silver Anvil two-page summary to those of winning Silver Anvil entries in the category for the past few years. Click here to view the two-page summaries of past Silver Anvil winning programs. Does your entry seem to have the same fit in the category as past winners?
The Silver Anvil rules ask for budgetary disclosure, but my client insists on confidentiality. What do I do?
PRSA endorses the Barcelona Principles, which are intended to encourage best practices for measuring public relations and communications programs.
As judges evaluate Silver Anvil Award entries, we ask that they consider the related guidelines developed by the International Association for Measurement and Evaluation of Communication (AMEC), which reflect the Barcelona Principles.
PRSA is working to support and encourage more rigorous measurement of public relations, and believes that in time, the principles reflected in these guidelines will become more prevalent and widely embraced as they are considered for programs like the PRSA Silver Anvils.
To facilitate measurement, programs should:
- Have Specific, Measurable, Achievable, Realistic and Timely (SMART) objectives.
- Demonstrate how your public relations team made a tangible contribution to the organization through the program’s objectives.
- Demonstrate the impact of the program on the target audience.
- Show a link between your activity and your or your client’s business or organizational goals, and specifically demonstrate impact on business outcomes.
- Not confuse the value of Advertising Value Equivalencies (AVEs) with the overall value of the public relations program.¹