A comprehensive program or campaign is a fully developed communication, marketing, or engagement effort that included multiple tactics. Entries will be judged on their application of the four-step PR process.

• Ballot Measure Information Campaign: An informational campaign designed to build voter awareness, understanding, and support for voting on an organization’s bond or parcel tax ballot measure.

• Crisis Communication and Issues Management: Programs undertaken to deal with a crisis event or an issue with broad impact on system trust and reputation.

• Special Events: A one-time program to honor, commemorate, celebrate, or recognize. The duration of this program may be a single day to a full year.

• Internal Communication Campaign: Programs targeted specifically to employees or other special publics directly allied with an organization.

• Social Media Campaigns: A campaign executed online using a single or multiple social media applications to inform or engage a target audience.

• Marketing Campaign: A comprehensive program intended to increase support for, perception of, or enrollment in an organization, school, special program or other organizational opportunity or priority.

• Community Engagement Campaign: Programs that seek to win the support or cooperation of; that aim to improve relations with; or seek to gather decision-making input from; the communities in which the organization has an interest, need, or opportunity.

Specific activities or action taken as part of a formal campaign or independently. Entries are judged based on a short, written description of the entry’s purpose as well as writing quality and/or layout and design.

• Media Relations: A single media relations tool used to generate media coverage an event, topic, organization, or other purpose.

• Annual Report: Electronic or printed version of your organization’s Annual Report.

• Feature/Editorial Writing: An original article, column, or essay written to entertain or educate a target audience about an event, topic, organization, or other purpose.

• General Publications/Collateral Materials: Electronic or printed work that is distributed to communicate to stakeholders, including but not limited to: posters, calendars, brochures, fliers, etc.

• Multimedia/Visual Communication: The presentation of information to a target audience using digital/multimedia tactics, including but not limited to: videos, photos, infographics, motion graphics, graphic design and social media.

• Logo Design: Logos designed as part of a rebrand of your organization, school, or department.

• Newsletter: Printed or electronic newsletter used to inform your stakeholders in a consistent, routine format.

• Internet/Intranet/Website: Have you enhanced, improved, or redesigned a website to meet an organizational objective.

• Campaign: Fully developed DEI communication, marketing, or engagement effort that included multiple tactics. Entries will be judged on their application of the four-step PR process.

• Feature: An original article, column, or essay written to entertain or educate a target audience about a DEI event, topic, organization, or other purpose. Specific activities or action taken as part of a formal campaign or independently. Entries are judged based on a short, written description of the entry’s purpose as well as writing quality and/or layout and design.

• Multilingual Materials: Electronic or printed work that is distributed to communicate to stakeholders, including but not limited to: posters, calendars, brochures, fliers, etc. Specific activities or action taken as part of a formal campaign or independently. Entries are judged based on a short, written description of the entry’s purpose as well as writing quality and/or layout and design.

• California Gold: This award is the entry from the Comprehensive Program or Campaign category with the overall highest score.

• Communicator of the Year: Recognizes a school communication professional with 5 or more years experience in school PR, who has distinguished professional accomplishments, service to CalSPRA and service to the profession. Nominations should address the candidate’s contributions to the field of school communication and commitment to improving the field. The CalSPRA executive board selects the winner.

• Emerging Communication Leader: Recognizes a school communication professional with 1-4 years experience, who already has demonstrably contributed to the profession and is expected to continue advancing the profession. The CalSPRA executive board selects the winner.

• Superintendents to Watch: Recognizes a leader who demonstrates dynamic, fast-paced leadership with strong communication. They use communication technology and strategies in innovative and effective ways to engage and inform their communities and to expand authentic engagement efforts. Nominees do not have to be a CalSPRA member.