Identifying the norms of professional practice: Reviewing PRSA's Silver Anvil award-winning campaigns

This study uses content analysis of 420 Public Relations Society of America Silver Anvil award-winning campaigns to assess how well the ROPES process of campaign management has been institutionalized into the public relations industry. By analyzing 42 years of award-winning campaigns, the research found notable trends in relation to the research practices, goal and objective planning, strategy design and implementation, campaign evaluation, and on-going efforts to cultivate relationships with stakeholders. These trends are discussed in relation to the continued struggles of public relations educators to professionalize the industry and move away from stereotypes as publicity seekers and special event planners.

► The incorporation of primary and secondary research in public relations campaign planning has increased significantly since 1970.
► Campaigns are less likely to include an overall goal, but longitudinal analysis shows objectives are becoming more specific and measurable.
► Special events are the most commonly used public relations tactic, followed by news releases and media kits.
► Evaluation of public relations campaigns lags behind sophistication of other campaign elements and relies mostly on media impressions.
► Stewardship is being used by for-profit, government, and nonprofit sectors, and it is increasing in its presence in public relations campaigns.