Gold Quill Awards: Judging
Tips From a Judge on Preparing a Gold Quill Entry
by Heather Prime, ABC, BCAA, British Columbia, Canada
I am not a superhero…
…and I don’t have super powers (although I wouldn’t mind looking like Wonder Woman).
Yes, I have those three super letters behind my name—ABC—but they don’t endow me with the ability to…oh, let’s say, fly. Run faster than a speeding bullet? Nope. X-ray vision? Absolutely not (but that may be fun, too).
Sure, I can sometimes read between the lines, but I can’t read minds. A fact that was abundantly clear when I participated in the 2008 Gold Quill Awards Blue Ribbon Panel.
You see, as a judge, I had the privilege of reading award-winning entries representing the best of the best in our profession. I also read entries that didn’t qualify for an award, and that’s to be expected, of course. But what pained me at times was that little voice in the back of my mind saying, I think there’s a winner hiding somewhere in here; I only wish they had explained this…or if only they had done that.
So for all future Gold Quill Award entrants, let me share some advice to help you avoid the common pitfalls and to help us oh-so-human judges see how truly outstanding, awe-inspiring and effective your work is.
- The need. Remember, we’re not mind readers. In fact, we may come from another country with a different regulatory and business environment. Assume the judges have never heard of your organization. Start with the basics and then explain the compelling challenge or opportunity that your organization faces and how your project is aligned with this priority.
- Audiences. Sadly, all audiences aren’t born equal (at least in communication terms). More than likely you will have primary, secondary and perhaps even tertiary audiences. Explain each audience’s demographics, mindset and media/communication preferences and use. And, again, remember that the judges may not be familiar with your culture, so take the time to explain relevant nuances.
- Goals & objectives. Yes, both are required! Your goal describes what you want to accomplish from the big picture perspective—for example: support your organization’s goal to become profitable within three years. Your objectives, however, are specific, measurable targets that will help your organization achieve its goal. They may relate to affecting behaviour, changing attitudes or raising awareness. When it comes to objectives, do not confuse output (number of pieces printed or number of hits to your site) with outcome (increased awareness of your product or changed behavior). You want to focus on outcome.
- Solution overview. Spell it out for us. Why did you choose to do what you did? How does your solution relate to your audiences? Be sure to explain what was done for each target audience identified. And whatever you do, don’t forget to include budget information! If you can’t provide specific dollars, give the judges a sense of how your budget relates to your goal or outcomes. For example, does your budget represent 10 percent of your company’s revenue target? Also, explain how you apportioned your budget. Was that 15 percent or 35 percent for print vehicles?
- Measurement & evaluation. Explain your measurement methods and provide evidence in your work sample, such as surveys, etc. For clarity, report your results in the same manner and order in which you presented your goals and objectives. (Your judges will thank you for this!) In this case, less is more. Don’t add other indicators of success unless they are immediately relevant to your specific objectives.
Follow the work plan outline carefully. The requirements serve to minimize distracting cultural variables and to focus the judges on the core components of each entry. Ultimately, they ensure the process is fair. Also keep this in mind: every communication project or campaign is a potential Gold Quill Award winner—no matter how small or seemingly ordinary. We’re looking for winners!
So, there you go. I may not have super powers, but I hope my simple advice will help you share your exceptional work with the world and earn a Gold Quill Award in the future. Because, while I can say with confidence that I will never look like Wonder Woman, I know that receiving a Gold Quill makes you feel like a superhero all the same.
Start preparing your Gold Quill Award entry today! The early-bird deadline is 27 January 2010, and the final deadline is 3 February 2010.
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