On 1912 we normally put interesting demos or out-of-the-box events in the 'Innovative' short answer. Inside the communication methods, we discuss our newsletters, social media, website, regional webcasts, newspaper coverage and any internal or external communication methods we think are of note. In our minds that response it meant to cover how your teams talks about robotics in the community either through digital or print methods. On a second thought, this short answer has a similar-ish-kinda tone to the new Digital Media Award.
I'm not sure if this would be helpful, but below is a copy of our short answer responses for 2010 - 2012: (The years we have been lucky enough to have been RCA winners at the Bayou Regional)
http://team1912.com/docs/rca_short10.html
http://team1912.com/docs/rca_short11.html
http://team1912.com/docs/rca_short12.html