Joe Curley Rising Leader: 15th Anniversary Booklet - Book - Page 6
such as legislative activities, political campaigns, government affairs or relations with
public bodies or regulatory agencies. In the broadest sense, this category includes
everything meant by “lobbying” plus direct political activities.
A9. Integrated Marketing – Any program incorporating public relations strategies
and tactics as part of an integrated campaign and demonstrating effective
integration with other marketing/communication disciplines.
A10. Reputation Management – Any program or strategy developed to enhance
or improve the reputation of an organization with its publics, either proactively or in
response to an issue or event.
A11. Special Event – Any in-person event developed to commemorate a special
occurrence, conference, observance, educational opportunity or one-time activity.
These could include anniversary celebrations, open houses, dedications, awards
ceremonies, parties or receptions.
A12. Virtual Special Event – Any event developed to commemorate a special
occurrence, conference, observance, educational opportunity or one-time activity
that took place virtually. This event must have been shared using online video
broadcasting, which is the distribution of video and/or audio content to an audience
over the web or via live streaming.
A13. Other – Any broad-based public relations program using two or more public
relations tools that is not included in the above-listed categories
Division B – Collateral of Public Relations
Public relations collateral is any material, printed or digital, used for a public
relations purpose, either standing alone or as part of a public relations program. It
includes written and electronic material and specialty items. In the case of regularly
produced printed, or digitally printed materials, such as newsletters or magazines,
one to three issues should be included in the support material.
B1. Annual Report – Printed or electronic internal and external reports.
B2. Brochure – Any printed folded or bound publication or digital PDF or flip-book
publication produced for a single specific purpose.
B3. Magazine – Any periodical or regular publication, which may include articles
of one page in length or longer. Publication is usually 16 or more pages in length
and includes articles that are more in-depth than a newsletter.
B4. Newsletter – Any printed or digital report that is produced, published and
distributed on a regular basis by a business, institution or other organization and that
presents information and news to people with a specific interest in the organization
or subject.
B5. News Release or Pitch – Any document, prepared statement or email
communication released to the media as a news item, article or feature story on
behalf of a sponsoring person or organization.
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