COSPRA uses judges from other NSPRA chapters who are experienced in public relations. Judges' identities are kept confidential. The judges will evaluate on a point scale and are looking for strategic quality, not mass quantity, of examples/materials.
Judges review entries individually, based on grounding in strategic communication best practices, concept clarity, good writing, unique attributes and alignment with entry guidelines.
Judges score the individual entries against the following criteria:
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Research (15% of score): Is there sound research evidence? Is the reason for the program/project/campaign explained? Was a research plan developed to guide planning? Were a variety of research strategies applied? Were research findings incorporated into planning? Are goals and measurable objectives clearly stated?
- Planning (45% of score): Was the impact of the education, social and cultural environment analyzed? Were innovative and creative solutions proposed for identified issues, problems and needs? Were strategies determined for accomplishing measurable objectives and reaching identified target audiences? Were culturally and linguistically appropriate strategies and tactics included? Were key leaders and stakeholders involved in the planning? Were specific roles and responsibilities for key staff identified? Were key staff provided with relevant professional development/training? Were a variety of communication vehicles identified and selected? Were a budget and specific resources identified?
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Implementation (25% of score): Were specific timelines developed and dates met for all plan components? Were strategies, tactics, and activities implemented as planned and appropriate for each target audience? Were key messages used that supported the stated goals and measurable objectives? Was the graphic design and language of support materials and communications clear and visually attractive? Were responses to key messages, tactics and activities monitored continuously to allow adjustments as needed?
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Evaluation (15% of score): Were measurement indicators for the overall success of the program/project/campaign clearly stated and demonstrated? Was there evidence of the effectiveness of specific strategies, tactics, and activities? Was there identification of potential revisions, additions, or changes for future efforts? Were the next steps identified and incorporated into future planning?
Entries may be scored higher for unique attributes such as being easily replicable as best practice, supporting student achievement, and clearly demonstrating communication accountability.
Entries may be scored lower for missing required elements, poor writing, and needing to be organized around the four-step strategic PR planning process.
