Top Takeaways From WMPRSA’s Past PRoof Winners Panel

Awards season is upon us, and PR practitioners across West Michigan are busy finalizing their submissions for the 38th Annual WMPRSA PRoof Awards. These annual awards recognize individuals and organizations working in the public relations profession through tactical and campaign-based categories. Regardless of WMPRSA membership, all West Michigan-based PR pros are encouraged to submit their work from the 2023 calendar year. Winners are recognized at a summer awards gala with cocktails, networking and an awards presentation.

This past month, professionals gathered locally to hear from a panel of past PRoof winners and gather insights on how to craft award-winning submissions. The panelists included Rick Chambers, APR, Owner & President at Rick Chambers & Associates, Lisa Taylor, Director at SaboPR, Matt Fors, Director, Strategic Marketing & Research at Holland Hospital and Jeremy Bakken, Senior Director, Communications & Community at Priority Health. The moderated by Beth Dornan, APR, Owner at The Comms Squad, LLC. Attendees learned about everything from submitting an entry to planning for awards far in advance. If you missed the event, you can still learn tips for crafting your entry with the following top takeaways:

Consider Submission Topics That Resonate With Readers.

PRoof entries are judged by another PRSA’s chapter, which includes communications professionals who are very similar to you. As you’re choosing a project for your submission, consider the topics or issues that can keep your audience engaged. For example, AI is currently top of mind for many practitioners as society navigates how to use it. Did your client address these new technologies in a campaign? Touching on hot button issues like this one is a great way to catch and keep the judges’ attention.

Keep Submissions Concise & Clear, Elevating Information That Matters.

PRoof award submissions have specific guidelines for length, so it’s important to ensure your entry communicates a point clearly and concisely. Prior to writing, outline the key points you want to include and ensure those are properly addressed before additional context and background is filled in. Make your objectives and related results the focal point of your submission so judges can clearly identify why your work mattered.

Don’t Assume What the Judges Know, but Don’t Over Explain.

The average PR professional likely doesn’t know your campaign like you do, so it’s important to give some contextual information. While you shouldn’t assume the judges know exactly what you’re talking about, you also don’t want to use valuable page space on content that isn’t necessary. Do what you can to make sure the submission is comprehensible to someone with a general communications background, and then get to the key points of your campaign.

Don’t Shy Away From Including a Budget.

Money can be uncomfortable to discuss, but it’s a key component to understanding a campaign. Submissions can be marked down by judges for failing to communicate a budget, so share as much as you’re able to about the financial parameters you were given for a project. If a budget was not used or you are unable to disclose an amount, still include this in your submission so judges are aware that a budget was still acknowledged.

Reference the Rubric to Guide Your Entry.

As submissions are being reviewed, judges very carefully consider the provided rubric. When writing your entry, it’s important to compare this document closely and ensure you’re meeting every point listed. This not only makes it easier for judges to follow your submission as they’re reading, but it helps define whether or not a project is worth an award. If you’re struggling to match metrics and results with your outlined objectives, maybe another campaign or tactic is worth highlighting instead.

Include What You’d Do Differently Next Time.

No public relations campaign or tactic is ever executed perfectly, and it’s okay to recognize your mistakes. When outlining the results of your entry, take the time to communicate what you would have changed about your efforts if the project could be done over again. This shows your ability to take a step back from the work you’re proud of, as well as appreciate the different outcomes that could have made your entry even more of a success.

It’s Never Too Early to Plan for Next Year.

While the PRoof Awards come around every year, the submission deadline always creeps up fast. As you plan for 2025, consider starting an ongoing document with a list of projects you’re proud of. This way, when it’s time to consider what work should go in a submission, you already have a shortlist to pull from. When you add to your document throughout the year, also take the time to include research, key data points and relevant insights while they’re fresh.

Ready to start writing your PRoof submissions? Entries are due by Friday, March 15th at Midnight, so now is the time to put these takeaways into action. While writing and submitting award entries can be a nerve wracking process, it’s important to remember that you already trust the value of the work you’re doing. Follow these guidelines to put your best foot forward, but know that your contributions are benefitting West Michigan with or without a trophy!