PRSA Accepting Entries for Public Relations Profession’s Most Distinguished Honor
It’s the oldest and, some say, most prestigious awards competition for outstanding achievement in public relations, based on its rigorous judging criteria and emphasis on measurement and evaluation. And if you want to win one, the time to enter is now.
The Silver Anvil Award has been bestowed annually since 1946 by the Public Relations Society of America (PRSA). Meant to symbolize the forging of public opinion, the Silver Anvil Award recognizes outstanding professional achievement in 16 categories and sub-categories, including “Reputation and Brand Management,” “Public Affairs,” “Marketing Consumer Products,” “Crisis Communications” and “Multicultural Public Relations.”
More than 250 senior public relations professionals from around the country travel to New York each March to judge the Silver Anvil Award entries based on their research, planning, execution and evaluation, while also taking factors such as creativity and budget into consideration.
In line with PRSA’s support of the Barcelona Principles and the accompanying measurement guidelines issued by the International Association for Measurement and Evaluation of Communication (AMEC), Silver Anvil-winning programs should have Specific, Measurable, Achievable, Realistic and Timely (SMART) objectives, demonstrate a tangible contribution to the organization, impact the target audience in a desired way and link public relations activities to specific business outcomes that support organizational goals.
The use of AVEs — the “advertising value equivalency” of the media earned through a campaign — as an evaluative metric, is strongly discouraged.
The judges may select one Silver Anvil winner and up to three Award of Excellence winners in each category; if no program in a particular category merits a Silver Anvil Award, none is awarded for that group of entries.
The deadline for Silver Anvil entries is Feb. 22. Silver Anvil Award finalists will be announced in March. Winners will be announced at the PRSA Silver Anvil Awards Ceremony June 13, at the Equitable Center in New York.
A number of resources are available to help public relations professionals prepare Silver Anvil entries that capture the attention and accolades of the judges, including the Silver Anvil Award Call for Entries, winning entries from prior years, podcast interviews with Silver Anvil finalists and a PRSA webinar, “Anvil Thinking: The Route to Award-Winning Work,” featuring recurrent Silver Anvil judges and past winners.
Bronze Anvil Award Entry Period Also Open
PRSA also is now accepting entries for its Bronze Anvil Awards, which recognize superior performance in the execution of specific public relations tactics, such as media relations, social media, word-of-mouth, speeches and websites, within an overall program or campaign.
The deadline for Bronze Anvil entries is April 5. The Bronze Anvil and Bronze Anvil Award of Commendation winners will be announced in June, following the Silver Anvil Awards ceremony.
About the Public Relations Society of America
PRSA is the largest professional organization serving the U.S. public relations community. With a mission to “advance the profession and the professional,” PRSA provides news and information, thought leadership, continuing education and networking opportunities; sets standards of professional excellence and ethical conduct; and advocates for the business value of public relations and greater diversity among public relations professionals. Based in New York, PRSA comprises 112 local Chapters; 14 Professional Interest Sections that focus on specific industries and practice areas; and the Public Relations Student Society of America (PRSSA), which is active at more than 320 colleges and universities.