Every year, PR professionals across New England gear up for the prestigious Bell Ringer Awards, a competition that recognizes excellence in public relations campaigns. In a recent panel discussion hosted by the PR Club, past Super Bell finalists and industry experts shared their insights on crafting a compelling Bell Ringer entry that stands out from the crowd.

Watch the entire conversation here – or read on for a comprehensive recap!

What Makes a Bell Ringer-Worthy Campaign?

A successful Bell Ringer entry isn’t just about great media placements—it’s about storytelling, strategic impact, and measurable results. Here’s what the panelists had to say about selecting the right campaign to submit:

• A Strong Narrative: According to Celena Fine, SVP at Tier One Partners, the most compelling entries have a clear, engaging story. “We look for campaigns that have a broader societal impact beyond just our client’s business,” she explained.
• Impressive Results: Natalie Miranaro, VP at SHIFT Communications, emphasized the importance of demonstrating real business impact. “Beyond media hits, we look for metrics like increased website traffic, leads generated, and changes in brand perception.”
• Integration Across Channels: Emily Hollenbeck, Account Director at Duffy & Shanley, highlighted that the strongest entries incorporate a mix of earned, owned, and paid media to maximize reach and effectiveness.

The Role of Research in a Winning Entry

One key theme throughout the discussion was the importance of research in building a strong campaign.

• Setting the Foundation: Research helps establish the problem a campaign aims to solve. Fine shared an example from her team’s award-winning campaign: “We used data showing that less than 10% of all media coverage is devoted to women’s sports, which created a compelling hook for our campaign.”
• Competitor Analysis: Hollenbeck advised looking at past winning entries and benchmarking against industry standards. “Knowing how your campaign stacks up against competitors can help refine your narrative,” she said.
• Audience Insights: Miranaro noted that data-driven insights can help shape messaging that resonates. “We conduct ‘green space audits’ to identify the most impactful themes for our clients.”

Crafting a Standout Entry

When it comes to actually writing the entry, the panelists had several recommendations:

• Start with Results: Rather than leading with tactics, start with the business impact. “A good entry focuses on how PR drove tangible results,” said Miranaro.
• Be Concise and Visual: Fine recommended using a clear, structured format and incorporating visuals where possible. “A deck can be more engaging than a dense Word document.”
• Ensure Strategic Alignment: Entries should clearly show how the campaign’s objectives align with the client’s broader goals.
• Get a Fresh Perspective: Fine suggested having someone outside the campaign review the entry for clarity. “They can help identify any areas that need more explanation.”

Final Advice: Don’t Be Intimidated!

For first-time entrants, the panelists had one key piece of advice: just go for it!

• Even Small Budgets Can Win: “Some of the most impressive campaigns are those executed on a shoestring budget,” Miranaro pointed out.
• Category Selection Matters: Hollenbeck stressed the importance of choosing the right category. “If you’re unsure, reach out to the PR Club for guidance.”
• Give Yourself Enough Time: Procrastination can be a pitfall. “Start early, chip away at it, and refine your story over time,” advised Miranaro.

Bell Ringer Awards 2025: New Categories and Key Details

Don’t miss this opportunity to showcase your team’s creativity, strategic thinking, and measurable impact. Submissions for the 57th Annual Bell Ringer Awards are officially open and the regular deadline is coming up soon (3/14). Be sure to keep these deadlines in mind as you’re considering your entry:

• Regular Deadline: March 14, 2025.
• Late Deadline: March 21, 2025 – Additional $150 late fee per entry.
• Professional Awards Deadline: April 18, 2025.

This year introduces new award categories, including the Carillonneur Professional Award, which recognizes a public relations or communications agency, in-house team, or workplace that has demonstrated strength, growth, and a commitment to workplace culture over the past year.

Inspired by the carillonneur—a musician who plays a carillon, a set of bells typically housed in a tower—this award symbolizes culture and unity. It is designed to honor organizations that foster a collaborative, supportive, and thriving work environment.

This award offers an opportunity to showcase your organization’s dedication to building a strong, people-first culture in the public relations and communications industry. To be considered for this award, applicants must demonstrate:

• Excellence in workplace culture through leadership, collaboration, and employee engagement initiatives.
• A strong commitment to employee well-being, diversity, equity, and inclusion (DEI) efforts, and professional development.
• Tangible results in improving morale, retention, and overall company culture.

The Bell Ringer Awards will culminate with “A Night at the Bell Ringers” on June 3, 2025, at the Museum of Science in Boston. The event will feature a happy hour-style networking dinner, followed by the awards ceremony where winners will be announced.

To start your entry, click here!

This blog was written by Lana Tkachenko, PR Club Board Member