Pinnacle Awards – Communication Skills Division Work Plan
- Complete the Official Pinnacle Awards ENTRY FORM, print and upload with the PDF of your Work Plan to Award Force.
- Answer the questions to the best of your knowledge and tell the evaluators a great story. please do not exceed two (2) typed pages in 11pt font only.
- Convert this file to a PDF, upload to Award Force and submit.
- Be sure to also upload your work sample.
Pinnacle Awards are scored using a seven-point global scale of excellence as a guide. All entries start with a base score of 4, which represents a fully competent approach to communication planning and execution. Work is scored up or down, depending on the content. Scores of 7 or 1 are very rare.
To earn an award, entrants must achieve a score of 5.25 or higher. A minimum score of 5.25 will garner you an Award of Merit and a score of 5.75, an Award of Excellence.
Scope of Work Plan
1. Describe the Organization
While this question doesn’t have a score on the score sheet, this is valuable information that provides evaluators the context to assess the entry. We understand that communication for business-to-business is different form business-to-consumer, not-for-profit is different than for profit; industrial often times has less pizazz than high-tech; and smaller companies do things differently than larger ones. In evaluating your entry, consideration is given to the geography and industry. Here’s your chance to tell your evaluators what they should know about your organization, geography and industry that relates to the work you are entering.
2. Why was this project undertaken?
What is the purpose of the project? Your purpose should solve a problem, fill a need, or help to leverage an opportunity. How will it help your organization? Is there something in your business environment causing you to take this action? If research drove the purpose, briefly mention the research. If the work sample is a part of a larger campaign, how does the piece support the overall campaign? In evaluating your entry, consideration is given to the geography and industry. Here’s your chance to tell your evaluators what they should know about your organization, geography and industry that relates to the work you are entering.
3. Who was the audience(s) for this project? What do you know about the audience(s)
Evaluators will determine if the choices you made in executing the project are driven by your target audience(s). Effective communication doesn’t occur until the audience receives and understands the message. The entry form responses must demonstrate an understanding of the target audience(s). the entrant should explore the audience preferences, attitudes, demographics, psychographics or other characteristics.
4. List up to three key measurable objectives for the project. How well did the project meet the objectives?
How well were your objectives met? Evaluators will determine if you have set targets for success in the form of measurable objectives that are relevant to your stated purpose and if you met the targets or not. If your targets are not met, a brief explanation of extenuating circumstances will help your score in this section. We understand that you may not be involved in the strategic planning within your organization. Yet, your entry should be aligned to the strategy. Having appropriate objectives ensures that you know when you achieve success and that your work is aligned to the strategy. Both of these are critical to demonstrating the impact of communication on business. Use the SMART formula as a way to determine whether your objectives are sound:
5. List up to three key messages for the project
Please list up to three key messages. Evaluators will be looking to see that you used key messages or themes to product the work represented in the work sample. Key messages help the audience understand the information you are trying to convey.
6. Describe the resources (budget, time, others) available for the project and how effectively they were managed
Describe the resources (budget, time, etc.) available for the project. How effectively were they managed? We would like to see the actual budget figure, yet we understand that this isn’t always possible given confidentiality. If the budget figure cannot be provided, we accept a description of resources.