In past years, I’ve had the honor of serving as a judge for the prestigious John Cotton Dana Awards. During my time at Charlotte Mecklenburg Library, I was fortunate enough to win two of these awards, an experience that left a lasting impression on me.
The John Cotton Dana Award, sponsored by the H.W. Wilson Foundation, the American Library Association, and EBSCO, recognizes excellence in library public relations. Whether it’s a summer reading program, a year-long centennial celebration, a fundraising initiative for a new college library, an awareness campaign, or an innovative community partnership, this award celebrates outstanding efforts in library marketing and outreach.
While serving on the judging panel in 2018, I noticed recurring strengths and weaknesses in the entries. To help future applicants, I compiled a set of practical tips that can be applied not only to the John Cotton Dana Awards but to any public relations or marketing competition. Here’s how to make your application stand out:
1. Consider the Reader
As you craft your narrative, remember that readability is key. Make your submission visually appealing and easy to navigate by incorporating:
- Paragraph breaks to avoid overwhelming blocks of text.
- Headings that align with the entry criteria for clarity.
- Bullet points for concise information (but don’t overdo it!).
- White space to enhance readability and focus.
2. Highlight Your Goals and Objectives
Make your goals and objectives easy to locate and understand. Use formatting tools such as:
- Bullets or numbered lists.
- Boxes or shaded sections to emphasize key points.
The clearer your goals, the easier it is for judges to evaluate your entry.
3. Write Measurable Objectives
Strong objectives are specific and measurable. Use this simple formula to frame yours:
- “To [what you want to do] by [goal] among [audience] by [date], as measured by [measurement].”
For example:
“To increase awareness and usage of library databases by 10% among library cardholders by June 30, 2018, as measured by database usage statistics.”
4. Package Your Supporting Materials Effectively
Judges appreciate well-organized submissions. Instead of uploading multiple images or files in various formats, consolidate your materials into a single, neatly packaged PDF. This approach:
- Ensures a cohesive presentation.
- Allows you to control the flow and context in which your materials are reviewed.
- Makes it easier for judges to assess your work efficiently.
5. Tie Results to Your Goals
A strong entry clearly connects outcomes to stated goals. Avoid creating goals retroactively to fit your results—judges can spot this. If you’ve written measurable objectives (see tip #3), this step becomes straightforward:
- Restate your goals.
- Provide concrete results that demonstrate success.
Remember: It’s Not All About Budget
Winning isn’t reserved for large organizations with big budgets. Success stems from strategic thinking, a solid understanding of effective campaigns, and a clear demonstration of impact. If you’re looking to enhance your skills in these areas, consider exploring my On-Demand Training offerings for practical guidance.
Submit Your Application
Don’t miss your chance to showcase your outstanding work. Submit your application for the John Cotton Dana Awards and take the opportunity to gain well-deserved recognition for your efforts. Good luck!
Other Notable Library Awards:
Library Journal Marketer of the Year
Various ALA Awards
PLA Library Innovation Award
Cordelia Anderson Consulting 