Koa Hammer

The Koa Hammer recognizes outstanding public relations tactics. This category is designed for single public relations tools including newsletters, brochures and magazines. A Koa Hammer can be awarded in each of the categories below. Judging will be based on creativity, quality of production, persuasiveness of content, technical excellence and appropriateness for the declared audience. Tear sheets, videotapes, clippings, fact sheets, newsletters, annual reports, etc., should be submitted as support. Note: Entries should be produced in their entirety or substantively by the entrant and not merely "pitched."

Koa Hammer Entry Categories

Traditional Media

1. MEDIA RELATIONS - Consumer Products

a. Healthcare
b. Technology
c. Food & Beverages/Restaurants
d. Packaged Goods
e. Non-Packaged Goods
f. Other (categories not elsewhere defined)

Includes tactics, programs and events driven entirely by media relations for a consumer product. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with a one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. TV and radio coverage should be submitted as video and sound files. Packaged goods subcategory refers to traditional consumer products sold in packages such as food products, pet products, household goods, toiletries and cosmetics. Non-packaged goods subcategory refers to consumer products such as clothing, appliances, furniture, etc.

2. MEDIA RELATIONS - Consumer Services

a. Travel and Tourism/Hospitality
b. Healthcare Services
c. Technology
d. Financial Services
e. Other (categories not elsewhere defined)

Includes tactics, programs and events driven entirely by media relations for a consumer service. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with a one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. TV and radio coverage should be submitted as video and sound files.

3. MEDIA RELATIONS - Business to Business

a. Professional and/or Financial Services
b. Products
c. Other (categories not elsewhere defined)

Includes tactics, programs and events driven entirely by media relations to promote a new or existing product or service to a business audience. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with a one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. TV and radio coverage should be submitted as video and sound files.

4. MEDIA RELATIONS - Associations/Nonprofit Organizations

Includes tactics, programs and events driven entirely by media relations for an association or nonprofit organization. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with a one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. TV and radio coverage should be submitted as video and sound files.

5. MEDIA RELATIONS - Government

Includes tactics, programs and events driven entirely by media relations for a government agency or public service organization. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with a one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. TV and radio coverage should be submitted as video and sound files.

6. MEDIA RELATIONS - Travel and Tourism/Hospitality

Includes tactics, programs and events driven entirely by media relations for a travel and tourism or hospitality organization. Submit press releases, media advisories, pitch letters, requests for coverage, etc., along with a one-page summary that includes measurable objectives and results, such as evidence of the resulting media coverage. TV and radio coverage should be submitted as video and sound files.

7. FEATURE STORIES*

Submit text of feature article as well as documentation of publication and placement. The feature article should have been written by the practitioner, and submitted and published through his/her efforts. A one-page summary should include target audience, measurable objectives and any documented results.

8. EDITORIALS/OP-ED COLUMNS*

Includes opinion articles written as an editorial, guest column or letter to the editor. Submit text of article and documentation of publication. A one-page summary should outline measurable objectives, audience, results and budget.

Online Media

9. PODCASTS

Includes audio programs/shows produced solely as podcasts, downloadable for play on MP3 players. A one-page summary should include rationale for podcasting strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as an audio file of the actual podcast being entered.

10. VODCASTS

Includes video programs/shows produced solely as vodcasts, downloadable for play on MP3 players. A one-page summary should include rationale for vodcasting strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a file of the actual vodcast being entered.

11. WEB SITES

a. External
b. Internal/Intranets
c. Online Media Room

Entry demonstrates use of a Web site as part of a public relations program. Include screen grabs or copies of key pages to support a one-page summary. In addition, include the website URL for external sites. Online media rooms should be for media only.

12. WEBCAST

Includes media files distributed over the Internet using streaming media technology, which may be live or recorded. Submit a one-page summary and a file of the webcast, as well as the actual site URL.

13. MULTI-MEDIA COMMUNICATIONS

a. Press Kit/Media Kit (electronic version only)
b. Newsletters
c. Annual Reports
d. Brochures
e. Editorial/Direct Mail

Entry demonstrates use of multi-media technology to produce traditional public relations tactics. Submit files and one-page summary of the tactic to reflect its quality, execution and technical excellence.

Social Media

14. BLOGS

Includes Web-based journals, or blogs, that communicated either a corporate, public service, or industry position. A one-page summary should include rationale for blogging strategy, target audiences, and statistics, or other means of quantifiable measurement to support stated objectives. Screen downloads of the blog being entered, as well as the actual site URL, must be submitted as part of the entry.

15. BLOGGER CAMPAIGN

Entry demonstrates a proactive outreach to the blogger community on behalf of a product, service or organization. A one-page summary should include rationale for blogger outreach strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a copy of (a) the outgoing messages and (b) the resulting blog entries.

16. WORD-OF-MOUTH

a. General Word-of-Mouth Marketing Program
b. Viral Marketing Program
c. Street Marketing Program

Includes tactics that get key audiences talking or provide an avenue for conversation through the use of different techniques such as viral marketing, sampling programs, loyalty programs, etc. A one-page summary should include rationale for the program's strategy, statistics or other means of quantifiable measurement to support stated objectives, as well as a copy of the messages disseminated.

17. SOCIAL MEDIA*

a. Social Media Text-based Marketing Program
b. Social Media Photo-based Marketing Program
c. Social Media Video-based Marketing Program

Entry demonstrates social media tactics used as a public relations tool that gets key audiences to start talking about a product, service, company, etc., or which help shape/change perceptions about a product, service, company, etc. through social media sites such as (but not limited to) Facebook, Twitter, MySpace or YouTube. A one-page summary should include rationale for the program’s strategy, statistics, or other means of quantifiable measurement to support stated objectives, as well as a copy of the messages disseminated.

Tactics

18. CREATIVE TACTICS

Entry demonstrates an unconventional, creative tactic or approach used as part of a public relations program. Documentation of how the tactic specifically contributed to the measurable results of the campaign should be included in a one-page summary. (If objects are large or bulky, a photograph or video representation should be sent.)

19. PRESS CONFERENCE

Entry demonstrates a one-time event held specifically to announce news to target media about a product, service, issue, or organization. A series of events or multi-day effort does not belong in this category. A one-page summary should address logistics, execution, and quantifiable measures to demonstrate the press conference achieved its stated objectives.

20. PRESS KITS/MEDIA KITS

a. Products
b. Services
c. Events/Commemorations/Other

Includes news releases, photographs and other background information compiled for an organization, product or issue. Submit files of the press kit or media kit along with a one-page summary. (For online or electronic versions, enter Category 13A for multi-media press kits/media kits.)

21. VIDEO NEWS RELEASES

Includes pre-produced videos distributed to television stations to inform target audiences about an event, product, service or organization. Entries may consist of edited DVD material and sound bites as files. A one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.

22. B-ROLL

Includes video footage, with or without audio, distributed to television stations for use in stories about an event, product, service, issue, or organization. A one-page summary should include usage statistics and other means of quantified measurement to support stated objectives. Video footage edited and produced as a packaged news story/feature with audio should be entered in Category 20 (Video News Releases).

23. SATELLITE MEDIA TOURS

Includes live broadcasts offered to and aired by television stations to inform target audiences about an event, product, service or organization. Entries may consist of one or two of the representative placements. A one-page summary should include statistics or other means of quantified measurement to support stated objectives.

24. TELEVISION PSA

Includes video productions of one minute or less distributed to television stations as non-paid Public Service Announcements. Single productions or a series addressing the same issue may be submitted. A one-page summary should include documentation of results that support stated objectives.

25. RADIO PSA

Includes audio productions of one minute or less distributed to radio stations as non-paid public service announcements. Single productions or a series addressing the same issue may be submitted. A one-page summary should include documentation of results that support stated objectives.

26. PRINT PSAs

Includes ads distributed to newspapers and/or magazines as non-paid public service announcements. Single ads or a series of ads addressing the same issue may be submitted. Copies of the actual print PSA must be included in the entry. A one-page summary should include documentation of results that support stated objectives.

27. INTERNAL VIDEO PROGRAMS

Includes video programs targeted toward internal audiences such as employees, members, etc. Entrants should submit programs as files as a reasonable representation. A one-page summary should include documentation of results that support stated objectives.

28. EXTERNAL VIDEO PROGRAMS

Includes video programs directed primarily at external audiences. Entrants should submit programs as files as a reasonable representation. A one-page summary should include documentation of results that support stated objectives.

29. AUDIO PROGRAMS

Includes an audio program used as part of a public relations program. Submit an audio CD along with a one-page summary. The summary should include usage statistics or other means of quantified measurement to support stated objectives.

30. NEWSLETTERS

a. Internal Audiences Primarily
b. External Audiences Primarily

Includes publications designed, written and published periodically to provide brief and timely information to target audiences while supporting an organization's overall objectives. Submit three consecutive issues along with a one-page summary that includes the objectives of the newsletter and documentation of results that support stated objectives. (For online or electronic versions, enter Category 13B for multimedia newsletters.)

31. BROCHURES

a. Fewer Than 10 Pages
b. 10 Pages or More

Includes pamphlets, booklets or other small publications designed to inform a target audience about an organization, product, service or issue. Submit one copy of the publication along with a one-page summary that includes the objectives of the brochure and documentation of results that support stated objectives. (For online or electronic versions, enter Category 13D for multi-media brochures.)

32. MAGAZINES

a. Internal Audiences Primarily
b. External Audiences Primarily

Includes publications designed to provide in-depth information about an organization or topic on a regular basis. Magazines typically are differentiated from newsletters by the number of pages and length of articles. Submit three consecutive issues along with a one-page summary that includes the objectives of the magazine and documentation of results that support stated objectives.

33. PUBLICATIONS

a. Single Issue Newsletters/Booklets/Pamphlets
b. Books
c. Others

Includes single-issue publications designed for a special purpose. Books and other publications not eligible for consideration in other categories should be entered here. Submit one electronic copy of the publication along with a one-page summary that includes the objectives of the publication and documentation of results that support stated objectives.

34. ANNUAL REPORT

a. Companies with Sales up to $10 Million
b. Companies with Sales more than $10 Million
c. Nonprofit Organizations

Includes publications that report on an organization's annual performance. Submit one electronic copy of the publication along with a one-page summary that includes a description of how the report met its communications objectives. (For online or electronic versions, enter Category 13C for multi-media annual reports.)

35. DIRECT MAIL/DIRECT RESPONSE

Includes communications designed to solicit a specific, immediate response by the target audience. This can be a single communication or a series. Quantifiable, specific actions by the target audience recipients resulting solely from the sponsor's communication should be detailed in a summary. Submit one electronic copy of the publication along with the one-page summary.

36. SPEECHES*

Includes speeches delivered by an individual that are designed to inform or persuade members of a target audience. Submit text of speech along with a one-page summary. Summary should include information on audience, purpose of speech and any documented results against the stated objectives.

37. ADVERTORIALS*

Includes paid advertising written as editorial matter to gain support for a product, issue, program or organization. Submit text of editorial matter and documentation of publication. A one-page summary should include target audience, measurable objectives and budget.

38. RESEARCH/ EVALUATION

Includes research that provides a meaningful contribution or input to a public relations program, or an evaluation documenting the value or benefit of a public relations program or tactic. Sample of the methodology and findings of any research should be included in the entry, along with a one-page summary. One-page summaries for evaluations should detail how and why this method is unique and valuable.

39. SMARTPHONE/TABLET APPLICATIONS (New Category!)

Use of smartphone and/or tablet applications as part of a public relations program. Include copy and any images of key pages to support your summary. Additionally, include brief instructions on how to download the applicadtion.

*Entries in Categories 7 (Feature Stories), 8 (Editorials/Op-Ed Columns), 17 (Social Media), 36 (Speeches), and 37 (Advertorials) must be written in their entirety or substantively by the entrant and not merely “pitched.”

Koa Hammer Summary Guidelines

Provide a one-page summary describing the following entry criteria:

  1. Objectives
  2. Audience
  3. Budget 
  4. Results (if any)

Entries will be disqualified if a summary is not included or exceeds the one-page limit.

Need help preparing a strong entry summary?

  1. A concise PDF summary no longer than one typewritten page must accompany the entry. The summary is the single most important component of the Koa Hammer entry. Judges evaluate the tactic on four key areas - planning/content, creativity/quality, technical excellence and results. (Media relations categories are not judged on technical excellence.) Within these areas, the summary should include measurable objectives, target audiences, budget and any other specific information requested in the individual category. Results - qualitative, quantitative or both - should provide evidence of how the stated measurable objectives were met and how the entry impacted the success of a broader or ongoing program. The summary should use no smaller than a 10-point typeface and one-inch margins.
     
  2. Review the "Tips for Preparing Your Summary" section (page 11) within the 2017 Koa Anvil Award Call for Entries. Questions are posed to help you complete your one-page summary.
     
  3. Utilize PRSA Intelligence, PRSA's professional resource center. Here, you can find summaries of winning programs. Information and tips are also available at the Silver Anvil section of PRSA.org.
     
  4. Feel free to review the "Frequently Asked Questions" section (pages 20-21) within the 2017 Koa Anvil Award Call for Entries. If your question is not answered, please feel free to contact Michelle Hee or Huy Vo, Koa Anvil Awards Co-Chairs, at awards@prsahawaii.org.