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RO Awards 2011 - Categories list

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• 1. Best use of social networking

  This award will be presented to a brand, agency or individual that through strategic planning has effectively used social networking for promotion of a product, service or group thereby fulfilling the objectives as set by the client - or in-house.

  You must be able to demonstrate clear and comprehensive strategy for implementing the campaign, prolonged and engaging activity, tie results to objectives and be able to outline the longer-term plan for using this method of activity.
  
  To download the entry template for Best use of social networking please click here

• 2. Best use of blogger relations

  This award will be presented to a brand, agency or individual that through strategic planning has effectively used blogger relations for promotion of a product, service or group thereby fulfilling the objectives as set by the client - or in-house.

  You must be able to demonstrate clear and comprehensive strategy for implementing the campaign, prolonged and engaging activity, tie results to objectives and be able to outline the longer-term plan for using this method of activity.
  
  To download the entry template for Best use of blogger relations please click here

• 3. Best use of online media

  This award will be presented to a brand, agency or individual that through strategic planning has effectively used online media relations for promotion of a product, service or group thereby fulfilling the objectives as set by the client - or in-house.
  

  You must be able to demonstrate clear and comprehensive strategy for implementing the campaign, prolonged and engaging activity, tie results to objectives and be able to outline the longer-term plan for using this method of activity.
  
  To download the entry template for Best use of online media please click here

• 4. Best integrated online campaign

  This award will take into consideration a campaign featuring multiple online practices (from the use of blogger relations, to social media or search for instance), looking at the broader outcome of the campaign, instead of the individual components as per the three previous categories.
  
  Again, you must be able to demonstrate clear and comprehensive strategy for implementing the campaign, prolonged and engaging activity, tie results to objectives and be able to outline the longer-term plan for using the various types of activity.
  
  To download the entry template for Best integrated online campaign please click here

• 5. Best use of digital within a broader campaign

  This award will factor a broader mixture of communications and marketing activities into the mix. Your entry will present the digital aspect of a larger campaign, perhaps taking into consideration how it relates to creative, broadcast or offline activity.

  There must be a clear sense of integration between all mediums, and your role and subsequent results must be outlined separately in addition to the achievements of the campaign as a whole. You must also be able to demonstrate a clear link between the overall objectives and activity within your own piece of the broader campaign.
  
  To download the entry template for Best use of digital within a broader campaign please click here

• 6. Best use of crisis communications

  This will be awarded to a brand or business that’s been hit with crisis or faced difficult circumstances in the past year, but has managed to turn things around. This might be a company plagued by bad online press or poor reputation within social media, which has used a variety of methods (both off and online) to create a positive outcome. Or, it might be a company that’s faced broader reputation issues, but has used online activity to change its situation.

  You must be able demonstrate in either situation how your input has directly affected a positive outcome and an improvement of a brand’s online reputation.

  To download the entry template for Best use of crisis communications please click here

• 7. Special award for innovation

  This award will recognise groundbreaking use of online communications from any sector or part of the business. This includes PR, marketing, customer service, HR or business development and will take into consideration any form of online activity - but must in the end improve the reputation of the business that the team or project represents.
  

  To download the entry templatefor Special award for innovation please click here

• 8. Special award for creativity

  The only category to look at the creative aspect of a digital campaign almost solely, this award will not be based on the appearance of substantial results or impressive growth, but will instead look at the ‘hook’ that pulls together various aspects of online communications. There must be clear success shown, but the effectiveness is not as important as a truly great idea in this category.

  To download the entry template for Special award for creativity please click here

• 9. Best service provider

  This will recognise the technologies that the communications world relies upon to help them manage online reputation, and will be given to a business that can demonstrate how it is actively reaching out to the community, as well as taking on board feedback to make its service or product better.

  The functionality of the provider’s product or service, as well as pricing, methodology and case studies will need to be included in the award entry.

  To download the entry template for Best service provider please click here

• 10. Best use of search within a communications context

  A new category for this year, giving a nod to the blurring of search and PR functions.

  Entrants must show a direct correlation between either paid or natural search and online communications strategy, with results showing appropriate, quality links and a clear uplift in traffic.

  To download the entry template for Best use of search within a communications context please click here

• 11. Best use of customer service online

  This category will acknowledge the growing trend for various online channels to be used for customer service.

  Entrants must be able to show how offline and online activity in this area has been integrated (or, if relevant, replaced), with a clear sense that these moves have been driven by consumer demand.

  Efficiency, saving of resource and investment - as well as improved response rates are all key to proving success in this area

  To download the entry template for Best use of customer service online please click here

• 12. Best use of social media product development

  So often, we see the creation of a product placed at the centre of an online PR campaign. Be it the development of an app, website or game, this is no longer strictly the domain of the digital agency.

  This award will recognise those that have built social media products for the purposes of reputation management online. This might be a tool used to promote a company’s services, or something more complex.

  As before, you must be able to tie results to objectives and be able to outline the longer-term plan for using this method of activity.

  To download the entry template for Best use of social media product development please click here

• 13. Rising star award

  Based on feedback from 2010’s awards, this year we’re introducing a ‘rising star’ award, which will reward smaller businesses’ online activities.

  Though of course, results that can be linked directly to business objectives are an obvious benchmark for this category - you must be able to show appropriate use of various channels.

  Often the independent, more agile businesses are the ones able to capitalise on new technologies and methods, using them in a way that’s truly valuable.

  To download the entry template for the Rising star award please click here

• 14. Best digital team

  This will be awarded to an in-house team, an agency as a whole, or a digital team within a larger agency.

  You must demonstrate the ways in which the team works with their colleagues or clients, their approach to the online space, achievements, plan for growth or development and case studies.

  To download the entry template for Best digital team please click here

• 15. Most respected industry individual

  This category is based on nominations (and in turn, votes) from the PR community. You can put someone forward - free of charge.

  To download the entry template for Most respected industry individual please click here

• 16. Editor's choice

  This is Reputation Online’s version of a Grand Prix, and cannot be entered.

  With such targeted and varying categories, it would be pointless to compare our winners. Instead, we created the Editor’s Choice award to recognise outstanding work across campaigns and taking agency ethos into account.

  It does not necessarily reflect the biggest budgets or the most high-profile campaigns, but highlights an agency or campaign that is helping to shape the future of the industry.