2007 Contest Information

The John Cotton Dana Award, sponsored by H. W. Wilson, honors outstanding library public relations, such as the promotion of a summer reading program, a year-long centennial celebration, fundraising for a new college library, an awareness campaign or an innovative partnership in the community.

You May Enter

The contest is open to all libraries, agencies and associations which promote library service. Exceptions are institutions represented by John Cotton Dana Award judges (Friends groups, foundations, staff associations and branch/member libraries) and organizational units of the American Library Association and H.W. Wilson.

Information for Applicants

Please read these rules carefully.

For additional help, see the JCD Tip Sheet.

Entries

Each entry must include two (2) copies of the following items (please do not include duplicate copy of the entire entry binder):

• The Official Application Form, with the original signed by the Library Director

• A concise summary of the project (100 words or less)

• A concise description of the project, including needs assessment, planning, implementation and evaluation phases. (No more than four [4] pages, no smaller than 10 point typeface.)

• One copy of the above items should be stapled together so that it can be pulled from the entry for use by the judges.

Entries for the 2007 Contest must reflect one of the following time frames:

• Calendar year 2006 (January - December)

• School year 2005-2006 (Fall-Spring)

• Special project which ends in 2006

Format

The entry should consist of a sturdy binder or presentation book (should not exceed 12" wide by 18" high by 3" thick.) It may include:

• Selected photographs/promotional materials

• A 1/2" videocassette, no longer than 10 minutes

• A 3-1/2" diskette including clear and complete directions for use. 
  This must be supplemented by appropriate print
  and/or audiovisual versions.

Multimedia formats, including web sites and other digital media, may be submitted along with documentation citing what effect the materials had and what happened as a result.

Organization

The entry should be organized with tabbed sections supporting each of the criteria for judging:

• Needs Assessment 

• Planning 

• Implementation

• Evaluation

For each section, appropriate selected samples of planning documents, research, media releases, media coverage received and other documentation and supporting materials should be included so that the judges can evaluate the content of the public relations activity.

Deadline

Entries must be received by December 8, 2006

Copyright and Publication Permissions

The John Cotton Dana Awards encourage creativity in library public relations. Applicants should be aware, however, that when using trademarked or copyright material, permission must be sought and included with the entry. Entries without such permission will be disqualified.

By submitting an entry, applicants agree to have their programs considered for publication and grant the American Library Association and H.W. Wilson full rights to publicize entries selected for publication, including reproduction of selected sample illustrations and video clips.

Winners

All entrants will be invited to attend a special John Cotton Dana Awards Tea sponsored by H.W. Wilson at the American Library Association Annual Conference, where the winners will be honored.

If you are a winner, you must create a poster depicting your entry for display at Annual Conference and/or the Web pages of the American Library Association and H.W. Wilson.

Judging Information

The judges will evaluate the success of the public relations campaign based on the following four criteria:

Needs assessment (15%)

What process or method was used to determine the need for the public relations program in the first place? Include a brief description of the community served.

• needs assessment

• community profiling

• other research

The judges look for an organized focus or research which provides an opportunity on which to build an effective public relations program.

  

Planning (15%)

The public relations plan:

• Specify the target audience(s) including community partners

• List the goals

• State measurable objectives

• Determine public relations strategies and communication tools

• Present the budget

The judges look for careful planning and organization with a focus on outcomes (achieving the measurable objectives). They also look for how the planning involved other parts of the library and other segments of the organization or community.

  

Implementation (35%)

How was the plan implemented? What techniques, activities, materials and resources were used to meet the goals and objectives? What print and electronic media were used? How did outside organizations and individuals participate? What graphics were used?

  

The judges correlate the implementation to the planning. They also look for competent execution of the plans, levels of participation, unified and consistent graphics and effective use of media.

  

Evaluation (15%)

The evaluation phase is the most overlooked element in any public relations program and is dependent on having measurable objectives in the planning stage. The judges consider evaluation very carefully. They look for a purposeful review of the program in the light of the following questions:

• Did the program meet its goals and measurable objectives? (List measurements that support the achievement of the program.)

• What were the successful elements of the plan and the results?

• What change, if any, took place in the target audience?

• What, if any, difficulties were encountered and how were they handled? 

• Did the program point out any changes that could be made to improve the library's public relations?

Additional judging criteria include:

Overall creativity (15%)

Originality and creativity of the public relations program are considered here.

  

Presentation (5%)

This refers to the entry itself. The judges look for all the required elements (see Application section) presented in an easy-to-follow attractive manner.

Judges' Responsibilities

The judges may disqualify entries that do not conform to the entry instructions. Decisions of the judges are final. Judges will maintain confidentiality and will not discuss entries until the official announcement of the winners at the Midwinter press conference. All applicants will be notified of the disposition of their entry. All applicants are welcome to contact the Chair of the JCD Committee to ascertain the strengths and weaknesses of their applications.

Mailing Directions

Send materials in one package to:

John Cotton Dana Library PR Awards

ALA/LAMA

50 E. Huron St.

Chicago, IL 60611

Be sure that each separate item in the package is labeled with the name of the applicant. Applicants should retain copies of printed materials, clippings and duplicates of audiovisual materials for their own records. Neither the JCD Committee nor the American Library Association is responsible for materials lost or damaged in transit and/or during the judging process. Applicants who submit unique items do so at their own risk and are advised to insure their entries if the contents cannot be replaced or replicated.

All entries must reach the American Library Association by December 8, 2006.

Note: It is each library's responsibility to secure all necessary permissions for its entry.

John Cotton Dana Award Entry Checklist