This award is open to any publication, digital media, or relevant public relations project completed between July 1, 2022 and June 30, 2023. Entries must be submitted by a current, good-standing member of MSPRA or NSPRA. Items should only be entered for consideration in one category, and only one entry should be submitted per category.

Award Categories

The following categories are available for submissions in the MSPRA Excellence Awards program:

• Annual Report – A yearly document summarizing district or program goals, activities, and accomplishments.
• Audio / Podcast – A podcast, public service announcement, or other audio project. Provide a URL to one episode or presentation and include a brief summary of the audio's purpose, the target audience, how it is being used, and the outcomes achieved to date.
• Diversity, Equity, and Inclusion – Any communications project that is intentionally designed to positively impact, support, or promote DEI efforts in a program, school, or district. In addition to the submitted document, photos, or files, include a brief summary of the project, how it will impact, support, or promote DEI efforts, and how multiple perspectives were considered and consulted in the process.
• Financial Report – Information about bond or millage issues, district budgets, tax levies, or other financial topics.
• Marketing Materials – Brochures, flyers, advertisements, branding packages, or other promotional materials to market a program, school or district to key audiences.
• Newsletter – Print or digital newsletters published periodically and designed for an internal or external audience. Provide two different issues to qualify as one entry.
• Special Purpose – An internal or external booklet, brochure, document, or material not included in other categories.
• Social Media – A communication campaign using social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and/or TikTok. Provide at least three relevant postings and a URL to the relevant platforms and include a brief summary of the purpose of the campaign, the target audience, how it is being used, and the outcomes achieved to date.
• Video – An edited video, live broadcast, or other recording designed for a website, special event, or video channel. Provide a URL from a website, YouTube, Vimeo, Google Drive, or other platform and include a brief summary of the video's purpose, the target audience, how it is being used, and the outcomes achieved to date.
• Website / Mobile App – An existing or redesigned website or mobile application, or a website for a special purpose or short-term project. Existing websites that have been previously entered are not eligible. Provide a URL and any login information needed for access.

Criteria for All Entries

Each entry is judged individually within its category. The top awards in each category receive the Excellence Award. Merit Awards may also be given in each category. The following elements are considered by judges for entries in all categories:

• The purpose and target audience are well defined or implied;
• The writing is clear, concise, and positive;
• The text is free of grammatical, spelling, and punctuation errors;
• The content is well-organized, visually appealing, and appropriate; and
• The program, school, and/or district brand is portrayed consistently.

Annual Report Criteria

The following additional elements are considered by judges for entries in the Annual Report category:

• Font and graphic elements are easy to read and enhance the overall design;
• The format and length are appropriate for the content and the target audiences; and
• There is an effective balance of written and visual information.

Audio / Podcast Criteria

The following additional elements are considered by judges for entries in the Audio / Podcast category:

• The editing is smooth, organized, and well-paced;
• The topics covered are engaging, innovative, and relevant;
• Narration, music, and other sounds are of good and consistent quality.

Diversity, Equity, and Inclusion Criteria

The following additional elements are considered by judges for entries in the Diversity, Equity, and Inclusion category:

• The project is intentionally designed to positively impact, support, or promote DEI efforts;
• The message/voice of the project is appropriate, approachable, and engaging; and
• There is evidence that multiple perspectives were considered and consulted in the creation or development process.

Financial Report Criteria

The following additional elements are considered by judges for entries in the Financial Report category:

• Font and graphic elements are easy to read and enhance the overall design;
• Complicated topics are made relevant and easy to understand for the target audiences; and
• There is an effective balance of written and visual information.

Marketing Materials Criteria

The following additional elements are considered by judges for entries in the Marketing Materials category:

• The program, school, or district is presented in a creative, persuasive, and positive way;
• Font and graphic elements are easy to read and enhance the overall design; and
• There is a compelling call to action.

Newsletter Criteria

The following additional elements are considered by judges for entries in the Newsletter category:

• The topics covered are varied and engaging;
• Font and graphic elements are easy to read and enhance the overall design; and
• There is consistency shown across multiple issues.

Special Purpose Criteria

The following additional elements are considered by judges for entries in the Special Purpose category:

• Font and graphic elements are easy to read and enhance the overall design;
• The format and length are appropriate for the content and the target audiences; and
• There is an effective balance of written and visual information.

Social Media Criteria

The following additional elements are considered by judges for entries in the Social Media category:

• Posts include a high-quality photo, graphic, or video;
• Audience engagement is apparent and encouraged; and
• Posts reflect platform best practices related to accessibility, frequency, style, and voice.

Video Criteria

The following additional elements are considered by judges for entries in the Video category:

• The editing is smooth, organized, and well-paced;
• The video includes closed captioning; and 
• Video, narration, still photos, music, and graphics are integrated effectively and consistently.

Website / Mobile App Criteria

The following additional elements are considered by judges for entries in the Website / Mobile App category:

• User navigation is intuitive and is responsive on a mobile device;
• Content appears current and regularly updated; and
• The content and design are accessible for all users (WCAG 2.1 Level AA).

Projects need to be completed between July 1, 2022 and June 30, 2023. Entries must be submitted by a current, good-standing member of MSPRA or NSPRA. 

Each entry shall be submitted as a single PDF file containing a maximum of six total pages, including:

• A Project Summary organized by the RPIE process, including a budget (maximum two pages); and
• Additional documents, including graphics, written materials, URLs, and/or other supporting materials.

Suggested Categories

What projects or campaigns are eligible? Although not an all-inclusive list, the following type of projects, programs, and campaigns are recommended for Gold Medallion consideration:

• Bond/Finance Campaign;
• Comprehensive Strategic Communication Program;
• Crisis Communications;
• Marketing Campaign
• Public Engagement Campaign; or
• Special Communications Project.

Judging Information

MSPRA uses an experienced panel of state and national association members and public relations professionals to confidentially review and judge entries. Judges will provide constructive feedback for all entries.

Overall Criteria

Judges consider the following criteria when reviewing the entry in its entirety:

• The project is based in strategic communication best practices;
• The concept is clear and the writing is free of errors;
• The content is well-organized, visually appealing, and appropriate; 
• The program, school, and/or district brand is portrayed consistently; and
• The project fulfills the stated objectives/goals..

Research (15% of the score)

Judges consider the following questions when reviewing this element of the entry:

• Is the reason for the project explained?
• Is there evidence of quality and varied methods of research performed?
• Were the findings used to guide the planning?
• Are project goals and measurable objectives stated?

Planning (45% of the score)

Judges consider the following questions when reviewing this element of the entry:

• Were target audiences identified?
• Were strategies determined for accomplishing objectives?
• What stakeholders were involved in the planning process?
• Were a variety of communication tactics proposed to reach target audiences?
• What, if any, relevant training was provided for key staff?
• Was a communications budget developed?
• Were team roles and responsibilities identified?

Implementation (25% of the score)

Judges consider the following questions when reviewing this element of the entry:

• Did the team create a timeline and meet key dates?
• Were planned strategies and tactics implemented?
• What key messages were used to support the goals and objectives?
• Was audience response monitored in any way?
• Was the design of materials visually appealing?
• Was appropriate and clear language used in communications?

Evaluation (15% of the score)

Judges consider the following questions when reviewing this element of the entry:

• Was the project successful based on the goals and objectives?
• What indicators were used to measure success?
• Was specific data collected related to the effectiveness of specific strategies and tactics?
• Were opportunities for improvement explored for future projects?
• What next steps were identified?

Nominees must be a current superintendent or CEO of a public school district or education agency. Entries must be submitted by a current, good-standing member of MSPRA.

Each entry shall be submitted as a single PDF file containing a maximum of ten total pages, including:

• A statement of nomination (maximum of two pages);
• A brief biographical sketch of the nominee (maximum of one page);
• One letter of nomination; and
• up to six additional pages of documentation (news clippings, employee communications, and other relevant examples).

Consideration for the nomination will include demonstrated evidence of the following:

• The superintendent demonstrates the value of a year-round, ongoing program of internal and external communication;
• The superintendent supports communication by allocating a portion of the budget to the program and providing staff and board training;
• The superintendent works closely and in a strategic way with the district’s communication professional(s);
• The superintendent practices communication management techniques such as empowering staff, working with the community, interacting with the media, and building partnerships with other entities; and
• The superintendent demonstrates excellent personal communication skills such as ethics, honesty, openness and good listening skills.

Nominees must be a good-standing member of MSPRA and a current employee of a public school district or education agency whose focus is on strategic communication and public relations.

Each entry shall be submitted as a single PDF file containing a maximum of ten total pages, including:

• A statement of nomination (maximum of two pages);
• A brief biographical sketch of the nominee (maximum of one page);
• One letter of nomination; and
• Up to six additional pages of supporting documentation.

Consideration for the nomination will include demonstrated evidence of the following:

• The PR professional demonstrates the value of a year-round, ongoing program of internal and external communication;
• The PR professional practices communication management techniques such as empowering staff, working with the community, interacting with the media, and building partnerships with other entities;
• The PR professional demonstrates excellent personal communication skills such as ethics, honesty, openness and good listening skills; and
• The PR professional demonstrates outstanding leadership in school communication/public relations through involvement in either local, state or national activities that support, promote or grow the profession (e.g. contributes to the body of work or knowledge by sharing information/documents, encourages other professionals through networking, serves on communication/PR related task forces, committees, or boards).