1. COMMUNITY RELATIONS
1A. Business - Products
1B. Business - Services
1C. Government
1D. Associations/Nonprofit Organizations

Includes programs that seek to win the support or cooperation of — or that aim to improve relations with —people or organizations in communities in which the sponsoring organization has an interest, need or opportunity. “Community” in this category refers to a specific geographic location or locations. (Campaigns designed to promote products should be entered in Marketing Consumer Products or Services.)

2. REPUTATION/BRAND MANAGEMENT
2A. Business - Companies with Sales Up to $500 million
2B. Business - Companies With Sales of More than $500 Million to $10 Billion
2C. Business - Companies with Sales Over $10 Billion
2D. Government
2E. Associations
2F. Nonprofit Organizations

Programs designed to enhance, promote or improve the reputation of an organization with its publics or key elements of its publics, either proactively or in response to an issue, event or market occurrence (campaigns designed to launch or promote a specific product or service’s launch or sales/marketing effort should not be entered in this category. Instead, refer to Category 7, 8 or 9).

3. EVENTS AND OBSERVANCES (SEVEN OR FEWER DAYS)
3A. Business - Products
3B. Business - Services
3C. Government
3D. Associations/Nonprofit Organizations

Includes programs or events scheduled for one to seven consecutive days (not including planning and preparation). Events may be commemorations, observances, openings, celebrations or other special activities and must occur within a time span of one week.

4. EVENTS AND OBSERVANCES (MORE THAN SEVEN DAYS)
4A. Business - Products
4B. Business - Services
4C. Government
4D. Associations/Nonprofit Organizations

Includes programs or events that take place for longer than a one-week period, such as a year long anniversary, or activities (commemorations, observances, celebrations, etc.).

5. PUBLIC SERVICE
5A. Business
5B. Government
5C. Associations/Nonprofit Organizations
5D. Partnerships (funded jointly by businesses and other organizations including nonprofit and government)

Includes programs that advance public understanding of a societal issues, problems or concerns. (Similar programs conducted principally to enhance an organization’s standing, or to otherwise serve its interests directly, will fall in Category 2: Reputation Programs.)

6. PUBLIC AFFAIRS
6A. Business
6B. Associations/Nonprofit Organizations
6C. Government

Includes programs specifically designed to influence public policy and/or affect legislation, regulations, political activities or candidacies — at the local, state or federal government levels — so that the entity funding the program benefits.

7. MARKETING CONSUMER PRODUCTS
7A. HealthCare
7B. Technology
7C. Food & Non-Alcoholic Beverages
7D. Alcoholic Beverages (wine, beer, spirits)
7E. Restaurants (independents, casual dining, fast food, coffee shops)
7F. Packaged Goods
7G. Non-Packaged Goods
7H. Other (categories not elsewhere defined)

Includes programs designed to introduce new products or promote existing products to a consumer audience.

8. MARKETING CONSUMER SERVICES
8A. Travel and Tourism/Hospitality
8B. HealthCare Services
8C. Technology
8D. Financial Services
8E. Other (categories not elsewhere defined)

Includes programs designed to introduce new services or promote existing services to a consumer audience.

9. MARKETING BUSINESS TO BUSINESS
9A. Professional and/or Financial Services
9B. Products
9C. Other (categories not elsewhere defined)

Includes programs designed to introduce new products or promote existing products or services to a business audience.

10. GLOBAL COMMUNICATIONS

Includes any type of program (i.e., institutional, marketing, events) sponsored by a U.S. company or a company with a U.S. presence. The program must demonstrate effective global communications implemented in at least two countries, one of which may be the United States itself.

11. CRISIS COMMUNICATIONS
11A. Business
11B. Government
11C. Associations/Nonprofit Organizations

Includes programs undertaken to deal with an unplanned event, requiring immediate response.

12. ISSUES MANAGEMENT
12A. Business
12B. Government
12C. Associations/Nonprofit Organizations

For programs undertaken to deal with issues that could extraordinarily affect ongoing business strategy.

13. INTERNAL COMMUNICATIONS
13A. Business (fewer than 10,000 employees)
13B. Business (more than 10,000 employees)
13C. Associations/Government/Nonprofit Organizations

Includes programs targeted specifically to special publics directly allied with an organization (i.e., employees, members, affiliated dealers or franchisees).

14. INVESTOR RELATIONS
14A. Companies With Sales up to $500 Million
14B. Companies With Sales
of More Than $500 Million

Includes programs directed to shareowners, other investors and the investment community.

15. MULTICULTURAL PUBLIC RELATIONS
15A. Business
15B. Associations/Government/Nonprofit Organizations

For any type of program (i.e., institutional, marketing, community relations) specifically targeted to a cultural group.

16. INTEGRATED COMMUNICATIONS
16A. Consumer Products
16B. Consumer Services
16C. Business to Business
16D. Associations/Government/Nonprofit Organizations

Includes any program that demonstrates leadership of public relations strategies and tactics in a creative and effective integrated campaign along with other marketing or communications. The program must demonstrate the clear leadership of public relations, along with its integration with other disciplines.