Specific Media Relations Programs

General Observations

The panel of five judges unanimously agreed that with a few praiseworthy exceptions – including the two medal winners – entries in this category were poorly planned, haphazardly organized, and displayed little creativity or diversity in the types of media and materials used. Some entries failed to articulate clear objectives for the programs, and many failed to document results in a credible or meaningful way, making it difficult for the judges to assess their impact. The judges decided to withhold a bronze medal from one otherwise deserving entry because of these shortcomings. Next year, applicants would be well advised to spend more time organizing their entry packets, documenting results, and putting more thought into their written rationales.

That said, the two winning entries were outstanding examples of smartly planned, well-executed media programs.

Comments on Winning Entries

Gold Medal

University of Central Florida, “Media Campaign to Create Support for Approval of a Medical College at UCF”

impressed all the judges with its seamless integration of persuasive and creative customized materials for different target audiences and different media, and its success in getting editorial writers at the state’s key newspapers to echo key messages those materials contained. One piece in particular, a leave-behind brochure cleverly designed to look like a medical folder, drew uniformly rave reviews. “This is something I wish I had thought up,” one judge said. “The message and content are right on target for the audience, and the design catches your attention immediately. It stands out from everything else we’ve seen today.”

Silver Medal

Georgia Tech Research Institute, “Promoting Non-Military Research in a Military Focused Organization”

• Demonstrated exemplary strategic planning using more traditional media outlets. Faced with a decline in federal funding for military research, the institute’s communications team identified six existing research projects that could help put it “on the map” as more than just a military research organization – with the ultimate goal being to attract the interest of potential new funding sources, collaborators, and customers. Well-targeted news releases and podcasts yielded impressive (and meticulously documented) coverage for the six projects in both the trade and popular presses. After the stories appeared, researchers reported an upsurge of interest in their programs from potential news partners and funding sources.