It is important to remember that the Image Awards program is a public relations competition. As such, it is the public relations aspect of the entry that will receive the greatest scrutiny by the judges. To this end, the judges first read and evaluate the summary accompanying the entry. Seventy percent of the scoring is based on the summary that sets out the reason and need for the development of the public relations program or tool, how it was implemented, and the results. The judges then review the sup[port materials for professionalism, innovation, and design to score the remaining 30 percent of the entry.

The judging method allows the judges to concentrate on the following criteria required in each two-page summary:

Research/Situation Analysis (10 points)

  • Defining the Problem (5 points)
  • Employed Research Methods (5 points)

Planning (20 points)

  • Goal-directed Strategic Thinking (5 points)
  • S.M.A.R.T. Objectives Provided (5 points)
  • Strategies and Tactics Distinguished (5 points)
  • Audience Identification (5 points)

Implementation (15 points)

  • Defining the Problem (5 points)
  • Employed Research Methods (5 points)
  • Program/Plan Creativity (5 points)

Evaluation (10 points)

  • Objectives Met (5 points)
  • Goals Met (5 points)

Budget (15 points)

  • Budget Documentation (5 points)
  • Budget Justification (10 points)


FPRA has recently revamped its Image and Golden Image judge scoring process to provide more specificity. The new judging instrument requires specific criteria to be met to earn an increasing level of points. 

Because additional information is being asked to be addressed by entrants, the one-inch margin rule is changing to a .75 margin and the double-spacing requirement has changed to 1.5 spacing. These changes will provide entrants with the additional space needed to cover the new criteria outlined in the provided rubric. New requirements include the following:

  • Goals are asked to be identified.
  • Strategies and tactics should be provided.
  • Audience identification should address psychographic and demographic information.
  • Communication channels used to reach target audience should be included.
  • Sequencing of events (or timeline) addressed within implementation section.
  • Assigned responsibilities for plan execution should be addressed within implementation phase.
  • Inclusion of communication messages used to reach identified target audiences.

For specifics related to these new judging metrics, please consult the judging rubric.  Download the Judging Rubric.