To The Editor:
Re: "Does Constant Awards Buzz Translate Into New Business?" (And Another Thing..., July 27), I enjoyed your comments and agree that too many PR awards programs are little
more than beauty pageants, especially in the past. However, most Public Relations Society of America (PRSA) and International Association of Business Communicators
(IABC) awards base about 50% of an entry's total score on a written work plan, which includes providing a business case on the need for the communication, measurable communication
goals linked to business goals and measurable results. I think the awards programs have often educated PR professionals on what they should be focused on for their clients,
usually at the point they realize they can't enter the pretty campaign because it didn't accomplish anything.
Angela Sinickas, President: Sinickas Communications Inc., [email protected], http://www.sinicom.com