Specific Media Relations Programs and Projects

2010 Circle of Excellence Awards Program
Judges Report

A panel of four judges, including three from higher educations and one from an outside public relations firm, considered 13 entries in this category. One submission appeared to have been entered in the wrong category and was disqualified.

Of the remaining entries, several fell into the category of "foundation projects," including a crisis communications plan and an internal media placement log. While admirable for their comprehensiveness, the panel felt that they did not rise to the level of a special media relations program.

Others were rather limited in their scope and objective. Still others showed little evidence of supporting institutional purpose or strategic objectives.

Five entries, however, rose above the rest for their creativity, comprehensiveness, execution and results. The judges also noted that these entries all shared a commitment to contributions beyond institutional promotion, and were educational and performed a valuable public service. These included American University, the University of Texas at Dallas, the University of Pittsburgh, Virginia Tech and the University of Dayton.

The judges awarded a gold award to the University of Dayton for its media plan success in promoting the acquisition of a major corporate center that was relocating. The land and building were significant additions to the campus, providing space to accommodate the strategic goal of enhancing Dayton's research capabilities. The university team was adept at managing local, regional and national media, and used a variety of tools and story angles to achieve outstanding coverage. It also successfully blunted a potential crisis related to the university's apparent mishandling of an earlier purchase of another property. The multi-faceted approach, comprehensiveness of supporting materials, and precision of execution made this a clear winner among the panel.

The judges awarded a bronze award to Virginia Tech for its success in promoting its participation in the international US Department of energy's Solar Decathlon. The entry showed great creativity significant research into targeted media and the results were very strong. Good collateral materials made the entry stand out as well.