going for gold - iabc awards committee 2019-20 - final · 2020-01-18 · ' } o v } i ] À...

Going for Gold

September 23, 2019

Agenda

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• What are Gold Quills?• What are the divisions and categories?• What are the “special awards”?• The strategic framework• How are the Gold Quill awards evaluated? • Who evaluates them?• Top 10 tips for success• How to enter

Who we arePresenting today: Ed Kamrin, SCMP2019-2020 IABC Awards Committee Chair

The IABC Awards Committee• Danielle Bond, SCMP, IEB Liaison • Neil Griffiths, ABC, IABC Fellow• Maureen Healey, ABC• Gabrielle Loring, Past Chair• Ritzi Ronquillo, APR, Vice Chair• Michele Liston, CMP, IABC Awards

Manager

A thousand thanks to Monika Lancucki, ABC, a past Gold Quill Chair, for use of her presentation! #WeLeadIABC

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The only truly global awards in the communication industry

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4 divisions, 25 categories

ResearchFormative research conducted during

the initial stages of the strategic

communication planning process

ManagementInternal

Media relationsCommunity

relationsGovernment

relationsNFP campaigns

SkillsSpecial eventsPublications

Digital communication

Audio visualWriting

Training & Education

Internal: media, communication or

leadership skills training

External: conference

presentations, coaching

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Wait! Where are the student categories?

• Students can now enter any of the categories. We no longer have special categories for students.

• Great news: you’ll still pay the student rate, which is much lower – as low as US$25 if you are a student member and meet the early-bird deadline.

• And, we have designated evaluators who work with students to review your entry.

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New category for 2020: Diversity & Inclusion

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Special awards• Best of the Best• Business Issues• Sharon Berzok Student

Award • Jake Wittmer Research

award• Department of the Year • Nonprofit Department of

the Year• Agency of the Year

(boutique, small, mid, large)

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Communications management - the strategic framework

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• Tombstone• Description• Business need/ opportunity• Stakeholder analysis• Goals and objectives• Solution overview• Implementation and challenges• Measurement and evaluation

Business need/opportunityAsk yourself…

• Why did your organization do this project?

• Why does it matter – and why now?

• How will it help the business?

TIP: We’re not looking for company boilerplate. Share specifics, tell the story!EXTRA TIP: Research will earn you points. It can be formal or informal.

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Stakeholder analysis

• Who is the audience?

• What do you know about them?– Audience preferences– Attitudes– Demographics/psychogra

phics

• How do you know?

– Research

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TIP: Segment your audience. The better you can define your audience, the better you’re likely to score.

EXTRA TIP: If you’re having trouble defining your audiences, reach out to your HR or marketing colleagues.

Goals and objectives

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Outputs

Outtakes

Outcomes

Volume against channels• Reach• Number of posts • Growth in followers

What audience does, actual behavior • Buy a product• Sign up for benefits • Act safely

CommunicationObjectives

What audience takes away• Better understanding• Embrace a position• Change in attitude

TIP: Include SMART objectives

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Solution overview

• How you approach the project

• How you go about achieving goals and objectives

• Making choices and trade-offs, seizing opportunities

• Key messages

• TIP: Use a table/chart.• EXTRA TIP: Don’t imply key

messages. State them outright.

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Implementation and challenges

• Share the inside story

• Demonstrate your project management skills

• Budget: demonstrate that you used resources effectively

• How did you navigate through project challenges?

• Highlight collaboration

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Big Tip: You must discuss resources to score well

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• The first preference is always to provide the budget – this helps us understand the resources you had, and how you used them

• If you truly cannot provide budget, tell us about your staff resources and the hours you spent

• If the project was pro bono, tell us how you value your time – what would you have charged the client had they been paying?

Measurement and evaluation• This should tie closely to

your objectives – how well did you succeed?

• How did you create value for your organization or client?

• What insights did you get from your measurement?

TIP: Anecdotal feedback is nice, but rigorous measurement gets you the points.

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Stick to the rules• 4 page workplan (divisions 1 to

3)• Entry form for division 4. Stick

to word limits• 0.5” / 1.27cm margins• A4 or 8.5”x11” paper• Font no smaller than 10 points• Up to 5 work samples <2GB• Samples >100 pages

disqualified

For more detail see the FAQs at: https://gq.iabc.com/enter-2/rules/

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Elements of a skills division entry

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• Describe the organisation• Business need - why was this project undertaken?• Who was the audience? What do you know about the

audience?• List up to 3 measureable objectives. How well did the

project meet the objectives• List up to 3 key messages• Describe the resources (budget, time, other) and how

effectively they were managed• Summary of how you used these insights to develop

your project

Tips for a great work sample

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• Up to five representative samples

• Demonstrate strategic planning & execution

• Name files and label samples within a file

• Make it easy for the evaluator

• TIP: Curate, curate, curate

• EXTRA TIP: It all builds on the Work Plan

Big Tip: Long samples can hurt your entry

• Think about a representative sample, not everything you created

• If a document is lengthy, consider including part of it

• Remember that the Work Plan is self-contained, and evaluators score only on what is written in there

• Don’t expect evaluators to visit your social media channels as part of evaluation – you need to include samples

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Evaluation

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DIVISION 4 Communication Skills

1/3 Strategic

Alignment

1/3 Professional

Standards of Execution

1/3 Creativity, Resourcefulness

or Innovation

DIVISIONS 1, 2 & 3 Communication

Management, Education &

Training, Research

1/2 Work Sample

1/2 Work Plan

Award of Excellence5.75 or higher

Award of Merit5.25 to 5.749

We use the same scale as Silver and Bronze Quills, but the cut-off scores differ.

The seven-point scale

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1/3 Strategic

Alignment

1/3 Professional

Standards of Execution

1/3 Creativity, Resourcefulness

or Innovation

7 An extraordinary or insightful approach or result.

6Demonstrates an innovative, strategic approach, takes all elements into account and delivers significant results.

5Demonstrates a strategic approach and aligns the communication solution with the business need to deliver meaningful results.

4 Competent approach or results, professionally sound and appropriate.

3Several key elements that are critical to the strategy or execution are missing, incorrect or underrepresented.

2 A significant number of critical elements are missing.

1 Work that is wrong or inappropriate.

Top 10 tips for success

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1. Pick the right project

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2. Pick your timing

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3. Choose your category carefully

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4. Plan and gather resources early

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5. Use the resourcesInfo on how to create your entry: https://gq.iabc.com/how-to-create-your-entry/

• The Midas Touch presentation• Examples of winning entries• Entry form preview(Communication Skills)• Workplan template (Communication Management Division)• Scoresheets (Skills and Management)• Client permission letter• The “Couch to Gold Quill” series on LinkedIn and The Hub!

These materials available at: https://gq.iabc.com/resources/resources-for-entrants/

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6. Describe your audience well

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Demographics, Psychographics, Attitudes, Opinions, Experience, Expertise, Preferences and Influence

7. Include SMART objectives

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8. Identify clever solutions

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9. Align measurement to your SMART objectives

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10. Who are you writing for?

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11. Get a mentor and proofreaders

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How to enter

• Entries generally open in September• Early bird deadline 15 October 2019, deadline 9

January 2020 and late deadline 23 January 2020 – with sliding scale of fees

• Communication Management – workplan and work sample

• Communication skills – entry form and work sample• Upload electronically via the online submission system• Pay fee

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Questions?• Head to gq.iabc.com

and click on Enter > Resources.

• Looking for the Couch to Gold Quill series? Go to the IABC LinkedIn Group or visit The Hub.

• Email: recognition@iabc.com

• Reach out to Ed on Twitter at @edkamrin…

• …and our hashtag is #iabcgq

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Good luck!

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