CPRS Hamilton Pinnacle Awards
The 2021 CPRS Hamilton Pinnacle Awards
The CPRS Hamilton Chapter is proud to recognize the exceptional talent of its members and those of the wider community of professionals within the public relations industry through the Pinnacle Awards. Pinnacle Awards are open to both members and non-members of the Canadian Public Relations Society who work within the Greater Toronto Area (GTA), Hamilton, Halton, Niagara and Southwestern Ontario regions. With several award categories to recognize excellence in internal and external communications, marketing, special events, community engagement and more, we encourage you to click the button below to submit your work for a Pinnacle Award.
Enhance the profile of your brand by sponsoring the CPRS Hamilton Pinnacle Awards. Your logo can appear in our event program, website, signage, and digital displays at the Pinnacle Awards Gala in February 2021. For details on how you can sponsor this event and be sure that hundreds of PR professionals will learn more about your organization, click below to view a summary of our sponsorship opportunities and benefits. We look forward to partnering with you!
About the Pinnacle Awards
CPRS Hamilton Chapter is proud to recognize the exceptional talent of its members and those of the wider community of professionals within the public relations industry through the Pinnacle Awards. Pinnacle Awards are open to both members and non-members of the Canadian Public Relations Society who work within the Greater Toronto Area (GTA), Hamilton, Halton, Niagara and Southwestern Ontario.
Submissions are now closed.
Communications campaigns or projects executed by you and your team within the last two years* are eligible for this year's awards program.
*Each submission must have been planned, produced and completed within a period of two years prior to the entry deadline. A project may have been started prior to the previous two years, however, the evaluation/completion of the project must have been within the last two years
Our awards follow similar awards categories to the CPRS National Awards of Excellence to streamline your quest for both regional and national recognition for your work. Winning entries from CPRS Hamilton members will be receive additional feedback from our coaches on recommended enhancements.
By entering the Pinnacle Awards, all submitters confirm that their programs and projects meet any standards set out in the CPRS Code of Professional Standards. All entries become the property of CPRS Hamilton. The decision of the judges is final.
Pinnacle Awards Gala Event
The Pinnacle Awards Gala is scheduled to take place in February 2021 at the Oakville Executive Golf Course. The CPRS Hamilton Chapter will continue to follow the guidance of local public health officials throughout the COVID-19 pandemic and will keep its members and Pinnacle Awards Gala attendees apprised of any changes to the planned date for this (hopefully in-person!) celebration of public relations excellence.
Contact the CPRS Hamilton Pinnacle Awards Co-Chairs via email firstname.lastname@example.org
Pinnacle Award Categories
CPRS Hamilton recognizes that communicators have worked exceptionally hard throughout the COVID-19 pandemic, and we look forward to reading the award submissions about the work you did to help keep your organization, the community, and each other safe, healthy, engaged and informed. Please submit your pandemic-related communications projects under the existing awards category that is most closely aligned with its intended purpose.
Awards under the Communications Program category are presented to honour excellence in overall public relations programs within the profession. All submissions must adhere to the R-A-C-E formula. A communication program can be entered in a maximum of two of the following categories:
Media Relations Campaign (Budget under to $50K)
This category celebrates excellence in media relations on a budget under $50K. For consideration, media relations programs should exhibit improvement of an organization’s media profile measured against desired objectives, the adept management of issues involving media coverage, or the development of a successful media relations campaign.
Media Relations Campaign (Budget over $50K)
This category celebrates excellence in media relations on a large budget. For consideration, media relations programs should exhibit an improvement of an organization’s media profile measured against desired objectives, the adept management of issues involving media coverage, or the development of a successful media relations campaign.
Digital Communications Campaign
A digital communications program that successfully engages with target audiences to create engaged communities, launch/raise awareness of products or manage issues and/or crisis communications.
Issues/Crisis Management Campaign
Communication programs that demonstrate proactive planning and preventative action during an extraordinary event. Also, communication programs that show actions taken to address trends, issues and interest group attitudes with major impact on an organization. COVID-19/Pandemic related campaigns are welcome in all categories but may fit particularly well in this category.
Government Relations Campaign
Programs targeted at government bodies and government agencies or programs that recognize the effective use of public affairs to change/enlist public opinion in order to influence government policy and/or regulations.
Employee Engagement/Internal Communications Campaign
Programs focusing on internal audiences, such as employees, members, volunteers or franchisees. Such programs should aim at improving relationships between employees and management; a better understanding of the organization’s strategic plan and the importance of their role therein, or both. Such programs can also aim at rallying personnel around the strategic planning or improving employee/management morale, motivation and interest towards the organization. Finally, these programs should focus on explaining new policies or new projects.
Marketing Communications Campaign
Programs that integrate public relations, marketing and advertising strategies to help market products, services or places to external audiences.
Community Relations/Corporate Social Responsibility/Charitable Campaign
Community programs (such as philanthropy, volunteerism, partnerships) that enable an organization to build and maintain positive and sustainable relationships with key individuals, groups or organizations within its communities.
Advocacy and Social Marketing Campaign
Advocacy-based communication programs targeted to multiple audiences that focus on sustainable development and economic, social and environmental issues. May include programs where the primary objective is to address and enhance the long-term well-being of specific communities/and or the environment. Entries may include economic revitalization projects and cause-related issues in cultural preservation, education, literacy, health, poverty reduction, employment and the environment.
*NEW* Best Agency/Consultant
Entries must relate to initiatives that have been carried out by a communications agency/consultant in the two years prior to the regular Award submission deadline for the current year. Your submission should consist of no more than 1,000 words and provide an overview of the following criteria:
- A short overview of business / team strategy.
- A description of your commitment to ethical communications and professionalism.
- A highlight of your recent achievements.
- A summary of a campaign you’re particularly proud that followed the R-A-C-E formula to achieve measurable results.
Awards within this category honour excellence in the strategic development of materials and individual public relations products that advance the goals and objectives of an overall public relations program. Special emphasis should be placed on the relevance of the initiative to the public relations objectives. A communication project can be entered in a maximum of two of the following categories:
*NEW*Special Events Project (In-person or virtual)
A public relations program for openings, anniversaries and other ceremonies commemorating a one-time event or series of special events or occasions. Events can either be in-person (i.e. pre-COVID) or can be a virtual event as the result of COVID restrictions.
Digital/Multi-Media/Social Media Project
A communications project using digital, multi-media or social media to help achieve an organization’s objectives including but not limited to the use of websites, intranet sites, blogs, webcasts, on-line productions, videos, podcasts, discussion boards, and social media channels. The summary should include a rationale for the use of digital and social media, targeted audiences and statistics or other means of quantifiable measurement that meet stated objectives. Screen downloads of the medium being entered as well as the URL must be submitted as part of the entry.
This category encompasses original material written for a communications project including personality profiles, speeches, recurring features or columns, other features such as magazine articles, editorials, advertorials, news articles or news releases. Each award will be judged based on the quality of writing as well as creativity and strategic alignment with their organization’s business goals.
This category celebrates excellence in the art of publication. Both internal and external pieces may be submitted for consideration, so long as they are relatively low cost and primarily text. Regardless of its intended audience, judges will look for clear, concise and imaginative writing, paired with effective use of graphics and that the piece demonstrates high editorial standards and overall creativity.
This award recognizes significant, formal, original research that advances the public relations and communications management profession in Canada. Students are encouraged to submit capstone papers and theses. Academic researchers / professors are encouraged to submit research they have submitted for publication or plan to submit. Regardless, to be eligible, applicants must be affiliated with a Canadian academic institution and submissions must have been completed between within the last two years.
Judging will be based on the significance of the research to the profession, quality of method, and quality of submission. Entries must be no more than three pages in length and must include an abstract, background, detailed method, results and a discussion of how it advances the profession.
Student Award Program/Project
The Student Award is open to any full- or part-time student enrolled in a public relations/corporate communications program at a college or university. Student submissions can be entered for any program or project completed within a period of two years prior to the entry deadline. All submissions must adhere to the R-A-C-E formula, regardless of whether the project/program's communication plan has been implemented. A cover page including the name of the Student/Student Team (and client if applicable), campaign title and award type is required in addition to the three-page summary.
Entry Information and Tips
CPRS Hamilton members and non-members are eligible to enter the CPRS Hamilton Pinnacle Awards. Each submission must have been completed within a period of two years prior to the entry deadline. A project may have been started prior to the previous two years, however, the evaluation/completion of the project must have been within the last two years.
See the Pinnacles Resources Page for PDFs of Categories, Fees, Deadlines and more.
The entries received will be assessed by two impartial judges from outside of the Hamilton area. All submissions will be kept confidential. A replacement judge is sourced if any conflicts of interest arise.
*NEW* Submissions will be assessed according to a scoring rubric. Gold and Silver awards will be determined by overall total scores out of 5. Gold (4.11 - 5.0) and Silver (3.75 - 4.10). See the Judging Scoresheets on the Pinnacles Resources Page for more information.
*NEW* There is no limit to the number of awards that can be presented in each category. Entries do not compete against one other; rather, the individual entry is judged against an established score card.
*NEW* The award application window will remain open until Friday, December 18 at midnight, the only catch is your entry will be subject to a small ($25) late entry fee. (Please note: students and members in transition will not be not subject to the late fee.)
Each award submission must be accompanied by a non-refundable entry fee.
See PDF of entry fees and deadlines.
Enter early and save!
Early Bird: November 15, 2020
On Time: November 26, 2020
Last Minute: December 11, 2020
Extended Deadline: December 18, 2020