Gold Quill Awards: Categories
There are 27 categories grouped in three divisions:
In addition, there are 5 categories for students:
Review the list of categories below and select the appropriate category or categories for your entry. If you are unsure, please contact the coordinator for the category closest to your entry.
For assistance with your application, please refer to the process and rules or consult the Gold Quill FAQ, or you can call IABC world headquarters at +1 415.544.4700 or 800.776.4222.
Choose your category carefully
The divisions and categories help the judges to assess whether your entry achieved its goals. If your entry is clearly submitted to the wrong category, you may be disqualified, and your entry fee will not be returned. The judges recognize that some entries fit in several categories and may permit some latitude in such cases.
Multiple categories
The same project, or parts of a project, may be submitted in different categories. You should, however, create a distinct work plan for each entry (i.e., do not write one work plan and submit it to more than one category). You may submit as many entries as you wish, but separate fees apply for each entry.
DIVISION 1: COMMUNICATION MANAGEMENT
The Communication Management division covers projects, programs and campaigns that are guided by a communication strategy. Entries to this division can be initiated by any type of organization, from governments and retail companies to services such as utilities and health care. Entrants must demonstrate how their project applied a full range of planning and management skills, including research, analysis, strategy, tactical implementation and evaluation. Entries may include a combination of communication materials.
Note: Individual elements of a communication program, such as brochures, web sites and newsletters, can also be entered in the Communication Skills or Communication Creative divisions.
Category 1: GOVERNMENT RELATIONS
Programs targeted at government bodies and government agencies.
Category 2: COMMUNITY RELATIONS
Programs targeted at community audiences, including nonprofit and volunteer organizations.
Category 3: CUSTOMER RELATIONS
Programs targeted at customer audiences, including customer relationship management and customer research.
Category 4: INTERNATIONAL COMMUNICATION
Programs targeted at international audiences, including multinational consumers and international organizations, as well as programs undertaken by multinational bodies (such as the European Union or MERCOSUR).
Category 5: MEDIA RELATIONS
Programs that used the news media as the main channel for reaching target audiences.
Category 6: MULTI-AUDIENCE COMMUNICATION
Programs targeted at more than one internal and/or external audience.
Category 7: MARKETING COMMUNICATION
Programs aimed at marketing products and/or services to an external audience.
Category 8: ISSUES MANAGEMENT AND CRISIS COMMUNICATION
Programs targeted at external and/or internal audiences that address trends, issues and/or attitudes that have a significant impact on an organization, such as labor relations, crises, mergers, acquisitions, public policy or environmental concerns.
Category 9: EMPLOYEE/MEMBER COMMUNICATION
Programs targeted at employee or member audiences. This category includes programs that create awareness and influence opinion or behavioral change, and those focused on management communication, ethics, morale, internal culture or change management.
Category 10: HUMAN RESOURCES AND BENEFITS COMMUNICATION
Programs targeted at employee or member audiences that deal with health and welfare, savings and pension, stocks and compensation, or recruitment and retention.
Category 11: STRATEGIC COMMUNICATION PROCESSES
This category is for programs that develop new strategic approaches to communication within an organization. They may include brand and culture audits, strategic messaging, employee and market research, competitive benchmarking and audience analysis. This category also includes training programs that enhance communication within an organization or among key audiences.
Category 12: BRAND COMMUNICATION
This category includes strategies for new brands and for repositioning existing brands. Winners in this category demonstrate the research used to shape brand changes. Programs include brand architectures, changes to corporate identities and design solutions that address the challenges of brand communication.
Category 13: SPECIAL EVENTS: INTERNAL OR EXTERNAL
This category includes any event that marks a significant occasion that supports the goals of an organization. For example, an anniversary, official opening, product launch, road show, conference, customer event or employee appreciation event would be eligible.
Category 14: SOCIAL RESPONSIBILITY (formerly ECONOMIC, SOCIAL AND ENVIRONMENTAL DEVELOPMENT)
Programs targeted at communities, governments or funding agencies. Programs in this category address sustainable development or other economic, social or environmental issues. They include international aid, public awareness, corporate social responsibility, economic revitalization, cultural preservation, education, literacy, health, poverty reduction, employment, and indigenous and heritage protection programs.
Category enhancement for 2009: Entries in this category may also include programs that feature educational entertainment. Such programs inform and persuade an audience to make significant behavior changes through entertainment programs, such as soap opera, sit-com (situation comedy), or stand-alone drama (i.e. miniseries). The format is used in places where a single medium (radio or television) may be the only way to reach a large population and where dramatic changes in behavior and lifestyle are needed to combat major societal problems like gender discrimination or sexually transmitted diseases.
Category 15: MULTILINGUAL COMMUNICATION
Programs targeted at bilingual and/or multilingual audiences, including non-native language speakers.
Category 16: ELECTRONIC AND DIGITAL COMMUNICATION
These programs are computer-based communication projects produced for internal or external audiences that primarily use electronic production and/or delivery tools. These tools include electronic newsletters, electronic annual reports, web sites and intranet sites. This category includes predominantly one-way electronic communication: published content that audiences access online. Please consider carefully whether your program fits this category or Category 17, Social Media.
Category 17: SOCIAL MEDIA (new for 2009)
These programs encompass a quickly evolving range of new tools and practices that allow individuals and groups to collaborate and share knowledge and experiences online. These tools and practices intend to engage a public (whether internal or external) in conversation, as opposed to broadcasting information in one direction. If you have questions on whether your entry qualifies for this category, please contact the Gold Quill Chair by e-mailing
.
The tools and techniques currently available include (but are not limited to):
- Conversation-enabled publishing platforms (blogs, podcasts, etc.)
- Social networks (LinkedIn, Facebook, MySpace, Dopplr, etc.)
- Democratized content networks (Digg, wikis, message boards, etc.)
- Presence networks/microblogging (Twitter, Jaiku, Pownce, etc.)
- Content sharing sites (YouTube, Flickr, Del.icio.us, etc.)
- Virtual networking platforms (Second Life, There.com, etc.)
A note from the Chair on the new category for 2009: Social Media
The definition of social media is a fast-moving target. Chances are that how we choose to define the term today will not reflect our understanding or usage a year from now.
Communicators are still learning how and when to use this technology. Metaphorically speaking, the concrete has not yet solidified. What better time to participate and influence the shape of this communication phenomenon? As chair, I’m looking forward to the discussions ahead regarding social media and how it can be used in the hands of expert communicators.
Judges for this category will be drawn from among the leading practitioners of social media technology. As with all Gold Quill entries, they will be looking for effective applications of the technology to changing human behavior and delivering business results.
Paul Matalucci, ABC
2009 Gold Quill Chair
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DIVISION 2: COMMUNICATION SKILLS
The Communication Skills division includes communication products (publications, advertising, web sites, newsletters, etc.) that showcase technical skills such as editing, writing and design. In addition to overall excellence, entrants must demonstrate creativity, measurable results and strategic alignment with their organization’s business goals.
Note: An individual communication product may also be entered as part of an overall program in the Communication Management division.
Category 18: ELECTRONIC AND DIGITAL COMMUNICATION
This category includes computer-based communication projects produced for internal or external audiences that primarily use electronic production and/or delivery tools. This category includes predominantly one-way electronic communication: published content that audiences access online. This would include:
- Electronic newsletters.
- Electronic annual reports.
- Web sites.
- Intranet sites.
Category 19: AUDIOVISUAL
Programs in this category use sound, video, film, slides, CDs or a combination of these elements. This includes projects such as:
- Video programs/overall productions.
- Audio-only programs.
- Slide-and-sound programs.
- Films.
Category 20: PUBLICATIONS
This category includes internal or external publications in all formats except electronic. Examples include:
- Magazines (one color or more).
- Newspapers.
- Magapapers/tabloids.
- Newsletters.
- Annual reports.
- Special publications.
Category 21: WRITING
This category encompasses original material written for a particular communication project. This includes:
- Personality profiles.
- Recurring features or columns.
- Other features.
- Editorials.
- Advertorials.
- Interpretive/expository articles.
- News articles.
- Speeches.
- Scripts.
- News releases.
- Sales promotion and marketing.
- Technical writing.
- Writing for online distribution.
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DIVISION 3: COMMUNICATION CREATIVE
The Communication Creative division includes projects that showcase creative talent and design that also perform communicative functions. Redesign projects are also included in this division. Entrants must demonstrate innovation, creativity, strategic alignment with an organization’s business goals and effective visual communication.
Note: An individual product may also be entered as part of an overall program in the Communication Management division.
Category 22: PUBLICATION DESIGN
This category is for design of internal or external publications in all formats, including electronic. These publications include:
- Magazines (one color or more).
- Newspapers.
- Magapapers/tabloids.
- Newsletters.
- Annual reports.
- Brochures and leaflets.
- E-newsletters.
Category 23: OTHER GRAPHIC DESIGN
Projects involve designing an organizational brand identity or other graphic project where design is the primary communication function. This includes cartoons, drawings, paintings, collages, montages, posters, displays, bulletin boards, mobiles, invitations, special signs, etc. that appear in:
- Book and magazine covers.
- Posters.
- Organizational identity materials (logos, etc.).
- Product labels and packaging.
- Direct marketing (direct mailings, branded gifts, etc.).
- 3D materials (T-shirts, etc.).
- Illustrations.
Category 24: INTERACTIVE MEDIA DESIGN
Design of electronic and interactive media elements refers to interactive products that are used with a computer. This includes:
- Web site design.
- Intranet site design.
- CD-ROMs or DVDs.
- E-cards, banner ads, buttons, pop-ups, etc.
Category 25: OUTDOOR/3-D
These products are intended for the general public and must be located outdoors. Examples include:
- Billboards.
- Murals and public sculpture.
- Outdoor and transport posters (for use at bus shelters, airport terminals, “wrapped” buildings and cars, etc.).
- Decorations, neon signs, awnings, street furniture, etc.
Category 26: PHOTOGRAPHY
Original photographs created or commissioned for a particular communication project. This includes:
- Single photos.
- Photo essays.
Category 27: ADVERTISING (CONVENTIONAL MEDIA)
Entries in this category demonstrate creative and innovative use of traditional advertising media. This includes:
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STUDENT DIVISION
Category 1: SOCIAL MEDIA/TECHNOLOGY
Social Media/Technology entries should demonstrate creative use of technology, such as the Internet, in a communication project. Entries may include:
- Web site or intranet
- Interactive communication programs or presentations
- CD-ROM or DVD
- Blogs
- Wikis
- Social networks
- Content sharing sites
- Podcasts
- E-cards, banner ads, buttons, pop-ups, etc.
- Publication production/graphic design for web- or computer-based publications (e-newsletters, magazines, e-books, etc.)
- Writing for the web (profiles, features, editorials, articles, news releases, sales promotion/marketing, technical writing, scripts, speeches, columns, etc. that appeared online)
Electronic and interactive work samples should be viewable on Windows or Macintosh equipment and/or software. For web sites, provide the URL or IP address of the site in your entry. For intranets or limited, secured access sites, provide registration instructions, account name or password. Consider submitting a “Tour of Work Sample” video (of five minutes or less) on a CD-ROM if access could be a barrier to evaluation, or if the site will change after submission. Electronic entries will be disqualified if they contain viruses, if they disable or require disabling of any part of the computer system used in the judging, or if judges cannot view or install work samples using the instructions provided. Summarize your CD-ROM, DVD or other electronic medium (a screen shot with caption, a storyboard of select scenes, etc.) in your work plan.
Category 2: PUBLICATIONS
Design and writing for publications in all formats except electronic.
- Magazines
- Newsletters
- Newspapers
- Magapapers/tabloids
- Special publications
- Annual reports
Category 3: WRITING
This category includes original material written for a particular communication project.
- Personality profiles
- Recurring features or columns
- Editorials
- Articles
- News writing
- News releases
- Sales promotion/marketing
- Technical writing
- Scripts
- Speeches
Category 4: COMMUNICATION CAMPAIGNS
Communication campaigns should address research and background, planning, goals and objectives, execution/implementation and evaluation/results (any documented results or how you would measure results if the campaign were implemented).
- Internal programs
- External programs and campaigns
- Community relations
- Customer relations
- Media relations
- Marketing relations
- Other
Category 5: COMMUNICATION CREATIVE
Communication creative includes elements that showcase creative talent and design through an essentially communicative function. Entrants must demonstrate innovation, creativity, strategic alignment and effective graphics communication.
- Other graphic design
Design of an organizational brand identity or other graphic project where design is the primary communication function. Includes cartoons, drawings, paintings, collages, posters, displays, special signs, book and magazine covers, logos, product labels and packaging, 3D materials, illustrations.
- Outdoor/3D
Includes billboards, murals and public sculpture, outdoor and transport posters, neon signs, awnings, street furniture, etc.
- Photography
Original photographs created or commissioned for a particular communication project. Includes single photos, photo essays, photo montages, etc.
- Video/film
Innovative and fun use of video and film.
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