Golden Arrow Awards

The Golden Arrows recognize the best work of communications, public relations and marketing professionals, and student practitioners based in Maine.

Maine Public Relations Council Golden Arrow Award Categories

Annual Reports
A company’s yearly report to target audiences that documents activities and finances in the previous year. Both for-profit and nonprofit organizations are eligible.

Informative, multipage document that is created primarily to promote an organization, product, service, idea, etc. to an audience.

Communications Campaigns
A campaign that includes goals, strategies, objectives , tactics, and clearly defined audiences, that is used to promote an individual, organization, product, idea, etc.

Crisis Management
The planning/response to defend or protect an organization or individual against an attack, negative situation, or extraordinary situation that could impact the organization’s or individual’s reputation.

Editorials/OP-ED Columns
A piece written for the editorial/opinion section of a newspaper or other publication that conveys a position or response to a particular situation.

Employee Communications
Communication targeted to an organization’s employee or franchise audience with the goal of building/strengthen the relationship, communicating important initiatives, etc.

Informational/Technical Writing
Writing that covers topics that are typically more complex and may require detailed instructions or unique terminology. Examples include product assembly instructions, medical product information, etc.

Innovative Use of Social Media
Creative use of social media platforms to promote a brand’s message. May be stand alone or as part of a larger, integrated campaign.

Integrated Communication
Campaign that promotes an organization through a mix of strategies, tactics, and tools.

Publications produced specifically for a target audience to promote a brand, organization, or product. Examples include alumni magazines and trade group publications.

Marketing Collateral
Includes brochures, graphics, posters, announcements, invitations, direct mail pieces, etc. 

Media Relations Campaign
Efforts to promote an organization or individual through earned media. Can include media pitches, spokesperson training, fact sheets, etc.

News Release
A single news release that successfully garners media coverage and meets stated objectives.

A publication that targets specific audiences (customers, employees, etc.) to promote a product, service, or an organization’s brand, values, mission, etc. Typically shorter than a magazine. May be printed and/or electronic.

Paid, Earned, Owned
A campaign that combines paid media, earned media, and owned media. For example, a car dealer purchases time on television, secures a newspaper interview about the future of electric cars, and promotes a new vehicle on social media.

A digital file (audio or video) that can be downloaded or streamed online. Typically part of a series that subscribers can follow.

Pro Bono Campaign
A campaign produced by a for-profit company at no charge for a non-profit organization.

Public Service Announcements (PSAs)
 A message shared with the general public that raises awareness about an important issue.

Reputation/Brand Management (formerly Organizational Identity)
A program that strives to increase brand awareness and improve brand equity in the mind of the consumer.

Special Events
An event created specifically to promote a brand, product, or service with a target audience.

Special Publications
Publications produced for a single use (or single series) to communicate a specific message about an organization or individual. May include newspaper inserts, a booklet celebrating a town’s 100th anniversary, etc.

Prepared remarks written for one’s self or another.

Video Production
Creative/innovative use of video. May include full video productions, B-roll, social media video, PSA messages, Vlogs, viral video, etc.

Creative and effective use of a website to promote an individual, organization, product, idea, etc.

Odds & Ends
Public Relations/communications work not covered by any of the categories above.