Maine Public Relations Council Golden Arrow Award Categories
Deadline to submit: March 31, 2026

Media Relations Campaign
Sustained efforts to promote an organization or individual through public relations and earned media. Submissions should include details such as overall media strategy, target audiences and outlets, tools used (press releases, pitches, spokesperson training, fact sheets), budget context, and evaluation beyond placements (message alignment, reach, quality, and outcomes).

Integrated Communications Campaign
A strategic integrated communications campaign that is used to promote an individual, organization, product, mission, or idea. Submissions should include information about the campaign strategy, goals, mix of tactics, channels, and outcomes. Supporting creatives may include a website, social media, podcast, digital ads, web content, earned media, thought-leadership, flyers, display advertising, etc.

Employee/Internal Communications
Communication targeted to an organization’s employees/internal audience with the goal of building/strengthening the relationship, communicating important initiatives, etc. Submissions should explain the internal challenge or goal; how employees were segmented or prioritized; channels used; budget or resource considerations; and how success was evaluated (e.g. participation, feedback, behavior change, awareness).

Social Media
Creative and successful use of social media to promote a brand’s message. Submissions should include details about platform selection rationale, target audiences, content strategy, budget context (including dollar or organic efforts) links to actual social media posts, and engagement metrics beyond impressions such as clicks, shares, conversions, or actions taken.

Thought Leadership
Communication that conveys a position or response to a particular situation to promote a thought leader, organization, or brand. Can be a single piece or a campaign and can include opinion pieces, speeches, and social media. Submissions should include details about the issue or perspective being advanced; why the voice or author was credible; intended audiences; placements or distribution; budget context and evidence of impact (reach, engagement, influence, or response).

Publication – print or digital
A publication that targets specific audiences (customers, employees, etc.) to promote a product, service, or an organization’s brand, values, and mission. May be printed and/or electronic. (newsletters, e-newsletters, magazines, annual reports, etc.). Submissions should include the audience need being addressed, content and design choices, distribution methods, budget context, and metrics such as readership, engagement, downloads, actions taken, or ongoing use.

Video Production
Creative/innovative use of video that meets stated objectives. Submissions should include goals and objectives, intended audiences, where and how the video was used, production scope and budget context, and results such as views, shares, engagements, behavior changes, actions taken, or organizational outcomes. Video nominations should be for the year the video was released so that results can be included.

Reputation and Trust (New Category)
Strategic communications efforts designed to build, protect, or restore trust and reputation. May include issues management, proactive reputation building, stakeholder communications, transparency initiatives, or trust-focused campaigns. Submissions should demonstrate planning, audience insight, execution, and measurable outcomes related to trust, credibility, or public confidence.

Crisis Management
The planning and/or response to defend or protect an organization or individual against an attack, negative situation, or extraordinary situation that could impact the organization or individual’s reputation. Submissions should include factors such as background on the crisis, preparedness or planning in place (if applicable), key audiences, decision-making considerations, actions taken and timing, messaging strategy, and outcomes such as reputational impact, stakeholder response, or operational recovery.

Big Win
A communications project or initiative that delivered a significant or unexpected success for your client or organization. This may include planned or unplanned opportunities that landed major media placement, supported the success of an event, or drove viral social media. Submissions should include context for why this was a “big win,” the communications role in achieving the outcome, budget or resource constraints, and clear evidence of impact (media reach, growth, visibility, revenue, engagement, actions taken, or other meaningful results.

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Judges’ Tips: Strong submissions clearly connect purpose, execution, and results. It’s recommended to include SMART objectives, and organize your submission to discuss your use of Research, Planning, Implementation, and Evaluation (RPIE). If specific metrics are limited, explain why that was and describe what success looked like for this project or submission. If you didn’t have a budget for research or the initiative overall, explain what you would have done in addition if a budget had existed. Download the Golden Arrow Award Strategies for Success and nomination tips PDF here.

Return to the Golden Arrow Awards page here.