In recognition of the achievement of the ongoing development, or reinvigoration or relaunch, of an established consumer brand (either a product or service) through the use of public relations.

Recognizes the achievement of PR in creating buzz and brand awareness, as well as sales, around the launch of a new product or service.

Recognizing achievement in promoting events and individual celebrities in the arts, entertainment, and media world.

Honors the best hi-tech campaign in a category open to both business-to-business and consumer-oriented practice areas.

Honors campaigns within a niche business sector or the business community at large.

Focuses on products, services, and organizations, from pharmaceutical and biotech concerns, to HMOs and hospitals.

Honors skill in communicating a merger or acquisition, IPO, restructuring, or other issue of an HR or internal communications nature.

Recognizes outstanding achievement in local projects or ongoing local community programs in areas such as the environment, education, health, law, the arts, and equal opportunities.

This category is open to campaigns, or components of campaigns, that are aimed at cultural interest groups, particularly those defined by ethnic origin or religious or sexual orientation.

Entries can relate to any market sector (crisis, internal communications, healthcare, etc.) but must be for work executed outside the US in two or more regions by a US-based office or department.

Honors the most outstanding use of PR in the launch of a new company, or in a corporate rebranding initiative, and recognizes those who demonstrate effective understanding beyond mere brand-name recognition of key message points among the target audience.

Entries were judged on the effective use of PR to change or enlist political and/or public opinion, as well as the execution of research, media relations, lobbying, and grassroots community activity.

This category is for work that is targeted primarily at investors/ stakeholders or other financial audiences.

This award recognizes the most effective crisis or issues management work by an agency or corporate PR team, or a combination of both.

This category is open to government agencies and other public-sector entities, and entrants are judged on their effectiveness at communicating and addressing issues within a single public-interest topic.

Judges consider the effectiveness of nonprofit organizations in fund-raising, or in changing or enlisting political, public, or corporate support.

Recognizes a campaign that uses or integrates a social cause to promote or enhance corporate image or specific products/services.

Judges looked for outstanding personal achievement in the PR industry, with a focus on the period covered by the award.

Open to PR pros who entered the profession no earlier than November 1, 2000, the nominees are judged on achievement in handling clients or dealing with senior staff, in developing PR strategy, and in business savvy, creativity, knowledge of PR tactics, and contribution to business objectives.

Open to all students matriculating between November 2002 and October 2003. Category entrants were presented with a true test of their PR acumen: devising a plan for "got milk?" - from inception to evaluation - that would position flavored milk as a delicious and nutritious drink for teens. Following a thorough evaluation of the many worthy entries that were submitted, we narrowed the list down to five finalists. After flying the talented quintet to New York City, each finalist had to make the presentation in front of highly respected PR pros and journalists, and each had to respond to a crisis-simulation exercise, for which they were given only one hour to prepare before they returned to present their crisis counsel.

Honoring VNRs in terms of their creativity, cost-effectiveness, and overall impact.

In recognition of the most effective or creative use of the web to execute or support a PR campaign. The award focuses on anything from the creation or upgrading of an internet or intranet site, to the use of targeted or viral e-mail. Content and technical innovation were judged in the context of target audience and PR purpose. The way in which online activity interacts with offline activity was also considered.

Honoring the most effective use of research and/or measurement in both establishing campaign goals and measuring success.

Recognizes the outstanding new technology-based solution or service launched during the eligibility period which shows a lasting impact on the practice of PR.

Recognizes the most effective, attention-grabbing promotional event of the year.

Open to any corporate PR department with less than five employees, this award recognizes success in addressing the spectrum of management issues and goals, and in handling corporate communications campaigns and programs, including crises. Judges considered communications management achievements such as cost-effective use of in-house and external resources, department restructuring programs, and the successful integration of other communications functions - including advertising, event management, and web development - into the PR function.

Open to any corporate PR department with more than five employees, this award recognizes success in addressing the spectrum of management issues and goals, and in handling corporate communications campaigns and programs, including crises. Judges considered communications management achievements such as cost-effective use of in-house and external resources, department restructuring programs, and the successful integration of other communications functions - including advertising, event management, and web development - into the PR function.

This accolade was judged by comparing the winners of the Boutique, Midsize, and Large PR Agency of the Year awards. Judges looked for financial growth, profit margins, client-roster growth, client retention, client satisfaction, good HR practices, innovation, and creativity. All these achievements were considered relative to the agency's size and previous standing.

Open to US-based firms with current annual PR income (consisting of fees, plus mark-up on disbursements) of $15 million and above, the nominees are judged on the basis of financial and client-list growth, client retention, and PR innovation and creativity.

Recognizes a PR firm with annual PR income (fees plus mark-up on disbursements) between $2 million and $15 million, and which has shown financial and client-list growth, client retention, and PR creativity and innovation

Open to any PR firm whose annual PR income (fees plus mark-up on disbursements) is $2 million or less, this award recognizes financial and client-list growth, client retention, and PR creativity and innovation.

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