Koa Anvil
The Koa Anvil recognizes outstanding achievement in an entire public relations program. Entries should include more than one communications tool, program or component. News releases, fact sheets, letters, etc., and proof of publication or broadcast should be submitted as support.
Each entrant must designate on the entry form the category and subcategory that is most appropriate for the entrant’s program and the organization that funded it.
Koa Anvil Entry Categories
1. COMMUNITY RELATIONS
1A. Business - Products
1B. Business - Services
1C. Government
1D. Associations/Non-profit Organizations
1E. Travel and Tourism/Hospitality
Includes programs that seek to win the support or cooperation of — or that aim to improve relations with —people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations. (Campaigns designed to promote products should be entered in Marketing Consumer Products or Services.)
2. REPUTATION/BRAND MANAGEMENT
2A. Business - Companies with Sales up to $10 million
2B. Business - Companies with Sales more than $10 Million
2C. Government
2D. Associations/Non-profit Organizations
2E. Travel and Tourism/Hospitality
Includes programs designed to enhance, promote or improve the reputation of an organization with its publics or key elements of its publics, either proactively or in response to an issue, event or market occurrence. (Campaigns designed to launch or promote a specific product or service’s launch or sales/marketing effort should not be entered in this category. Instead, refer to Category 7, 8 or 9).
3. EVENTS AND OBSERVANCES (SEVEN DAYS OR FEWER)
3A. Business - Products
3B. Business - Services
3C. Government
3D. Associations/Non-profit Organizations
3E. Travel and Tourism/Hospitality
Includes programs or events scheduled for one to seven consecutive days (not including planning and preparation). Events may be commemorations, observances, openings, celebrations or other special activities and must occur within a time span of one week.
4. EVENTS AND OBSERVANCES (MORE THAN SEVEN DAYS)
4A. Business - Products
4B. Business - Services
4C. Government
4D. Associations/Non-profit Organizations
4E. Travel and Tourism/Hospitality
Includes programs or events that take place for longer than a one-week period, such as a year-long anniversary, or activities (commemorations, observances, celebrations, etc.).
5. PUBLIC SERVICE
5A. Business
5B. Government
5C. Associations/Non-profit Organizations
5D. Partnerships (funded jointly by businesses and other organizations including non-profit and government)
5E. Travel and Tourism/Hospitality
Includes programs that advance public understanding of societal issues, problems or concerns. (Similar programs conducted principally to enhance an organization’s standing, or to otherwise serve its interests directly, will fall in Category 2: Reputation Programs.)
6. PUBLIC AFFAIRS
6A. Business
6B. Associations/Non-profit Organizations
6C. Government
6D. Travel and Tourism/Hospitality
Includes programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies — at the local, state or federal government levels.
7. MARKETING CONSUMER PRODUCTS
7A. Healthcare
7B. Technology
7C. Food & Beverages/Restaurants
7D. Packaged Goods
7E. Non-Packaged Goods
7F. Other (categories not elsewhere defined)
Includes programs designed to introduce new products or promote existing products to a consumer audience.
8. MARKETING CONSUMER SERVICES
8A. Travel and Tourism/Hospitality
8B. Healthcare Services
8C. Technology
8D. Financial Services
8E. Other (categories not elsewhere defined)
Includes programs designed to introduce new services or promote existing services to a consumer audience.
9. MARKETING BUSINESS TO BUSINESS
9A. Professional and/or Financial Services
9B. Products
9C. Other (categories not elsewhere defined)
Includes programs designed to introduce new products or promote existing products or services to a business audience.
10. GLOBAL COMMUNICATIONS
Includes any type of program (i.e., institutional, marketing, events) sponsored by a U.S. company or a company with a U.S. presence. The program must demonstrate effective global communications implemented in at least two countries, one of which may be the United States itself.
11. CRISIS COMMUNICATIONS
11A. Business
11B. Government
11C. Associations/Non-profit Organizations
11D. Travel and Tourism/Hospitality
Includes programs undertaken to deal with an unplanned event, requiring immediate response.
12. ISSUES MANAGEMENT
12A. Business
12B. Government
12C. Associations/Non-profit Organizations
12D. Travel and Tourism/Hospitality
Includes programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy.
13. INTERNAL COMMUNICATIONS
13A. Business (up to 250 employees)
13B. Business (more than 250 employees)
13C. Associations/Government/Non-profit Organizations
Includes programs targeted specifically to special publics directly allied with an organization (i.e., employees, members, affiliated dealers or franchisees).
14. INVESTOR RELATIONS
14A. Companies with Sales up to $10 Million
14B. Companies with Sales more than $10 Million
Includes programs directed to shareowners, other investors and the investment community.
15. MULTICULTURAL PUBLIC RELATIONS
15A. Business
15B. Associations/Government/Non-profit Organizations
For any type of program (i.e., institutional, marketing, community relations) specifically targeted to a cultural group.
16. INTEGRATED COMMUNICATIONS
16A. Consumer Products
16B. Consumer Services
16C. Business to Business
16D. Associations/Government/Non-profit Organizations
Includes any program that demonstrates leadership of public relations strategies and tactics in a creative and effective integrated campaign along with other marketing or communications. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines.
Koa Anvil Summary Guidelines
Provide a two-page concise summary describing the following entry criteria:
I. Research – Analyze or describe the situation on which the program is based. Summarize the primary or secondary research used to identify problems or opportunities addressed by the public relations plan.
II. Planning – Outline the public relations plan. Show how the plan correlates to the research findings and specify the plan’s objectives, target audiences, strategy, creativity and budget.
III. Execution – Describe how the plan was executed including techniques used, tactics undertaken and difficulties encountered. Participating or cooperating organizations should be identified along with their roles.
IV. Evaluation – Demonstrate how the program met or exceeded its original objectives through quantifiable measurement methods.
Entries will be disqualified if a summary is not included or exceeds the two-page limit.
Need help preparing a strong entry summary?
1. Review the “Tips for Preparing Your Summary” section (page 11) within the 2008 Koa Anvil Award Call for Entries. Questions are posed to help you complete your two-page summaries.
2. Utilize PRSA’s Resource Center. Information and tips are available at the Silver Anvil section of PRSA.org. You can also find the two-page summaries of winning programs at the resource center.
3. Feel free to review the “Frequently Asked Questions” section (pages 21-23) within the 2008 Koa Anvil Award Call for Entries. If your question is not answered, please feel free to contact Michael Ni at 808-539-3409. If Michael cannot address your question, he will connect you with a PRSA member who can provide further guidance.
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
1A. Healthcare
1B. Technology
1C. Food & Beverages/Restaurants
1D. Packaged Goods
1E. Non-Packaged Goods
1F. 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 coverage should be submitted on a DVD and radio coverage on a CD. 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
2A. Travel and Tourism/Hospitality
2B. Healthcare Services
2C. Technology
2D. Financial Services
2E. 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 coverage should be submitted on a DVD and radio coverage on a CD.
3. MEDIA RELATIONS – Business to Business
3A. Professional and/or Financial Services
3B. Products
3C. 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 coverage should be submitted on a DVD and radio coverage on a CD.
4. MEDIA RELATIONS – Associations/Non-profit Organizations
Includes tactics, programs and events driven entirely by media relations for an association or non-profit 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 coverage should be submitted on a DVD and radio coverage on a CD.
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 coverage should be submitted on a DVD and radio coverage on a CD.
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 coverage should be submitted on a DVD and radio coverage on a CD.
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 CD copy 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 DVD copy of the actual vodcast being entered.
11. WEB SITES
11A. External
11B. Internal/Intranets
11C. 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 Web site URL for external sites. Online media rooms should be for media only.
12. WEBCASTS
Includes media files distributed over the Internet using streaming media technology, which may be live or recorded. Submit a one-page summary and a DVD of the Webcast, as well as the actual site URL.
13. MULTI-MEDIA COMMUNICATIONS
13A. Press Kit/Media Kit (electronic version only)
13B. Newsletters
13C. Annual Reports
13D. Brochures
13E. Editorial/Direct Mail
Entry demonstrates use of multi-media technology to produce traditional public relations tactics. Submit a CD 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 either printed or on a CD.
16. WORD-OF-MOUTH
16A. General Word-of-Mouth Marketing Program
16B. Viral Marketing Program
16C. 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.
Tactics
17. 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.)
18. PRESS CONFERENCES
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.
19. PRESS KITS/MEDIA KITS
19A. Products
19B. Services
19C. Events/Commemorations/Other
Includes news releases, photographs and other background information compiled for an organization, product or issue. Submit one copy 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.)
20. 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 on a single DVD. A one-page summary should include usage statistics or other means of quantified measurement to support stated objectives.
21. 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. Entries may be submitted on a single DVD. 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).
22. 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 on a single DVD. A one-page summary should include statistics or other means of quantified measurement to support stated objectives.
23. TELEVISION PSAs
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 on a single DVD. A one-page summary should include documentation of results that support stated objectives.
24. RADIO PSAs
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 on a single audio CD. A one-page summary should include documentation of results that support stated objectives.
25. 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.
26. INTERNAL VIDEO PROGRAMS
Includes video programs targeted toward internal audiences such as employees, members, etc. Entrants should submit programs on a DVD as a reasonable representation. A one-page summary should include documentation of results that support stated objectives.
27. EXTERNAL VIDEO PROGRAMS
Includes video programs directed primarily at external audiences. Entrants should submit programs on a DVD as a reasonable representation. A one-page summary should include documentation of results that support stated objectives.
28. 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.
29. NEWSLETTERS
29A. Internal Audiences Primarily
29B. 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.)
30. BROCHURES
30A. Fewer Than 10 Pages
30B. 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.)
31. MAGAZINES
31A. Internal Audiences Primarily
31B. 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.
32. PUBLICATIONS
32A. Single Issue Newsletters/Booklets/Pamphlets
32B. Books
32C. 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 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.
33. ANNUAL REPORTS
33A. Companies with Sales up to $10 Million
33B. Companies with Sales more than $10 Million
33C. Non-profit Organizations
Includes publications that report on an organization’s annual performance. Submit one 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.)
34. 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 copy of the publication along with the one-page summary.
35. 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.
36. 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.
37. 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.
*Entries in categories 7 (Feature Stories), 8 (Editorials/Op-Ed Columns), 35 (Speeches) and 36 (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:
I. Objectives
II. Audience
III. Budget
IV. 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 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. Feel free to review the “Frequently Asked Questions” section (pages 21-23) within the 2008 Koa Anvil Award Call for Entries. If your question is not answered, please feel free to contact Michael Ni at 808-539-3409. If Michael cannot address your question, he will connect you with a PRSA member who can provide further guidance.
Download the 2008 Rules & Guidelines Here
return to Koa Awards page
other awards:
The Koa Anvil Awards
Recognize top programs and tools in a variety of categories.
The Hokupa'a Award
Recognizes a practitioner with 2 - 5 years experience.
The Gregg Perry Award for Excellence
Recognizes a practitioner for a lifetime of achievement.
The PRSA-Hawaii Hall of Honor
The highest praise a practitioner can receive.
PRSA Hawai‘i President’s Leadership Award
recognizes an individual or organization that has made significant contributions to the success of the chapter and the profession
