Entry Categories

1. Best PR Campaign – Banking & Finance

This category is for campaigns covering banking and financial products. It is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

2. Best PR Campaign – Consumer Brand

Awarded to the best campaign that has promoted products and/or services to consumers directly. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and overall contribution of PR in the campaign’s success, how it drove core business objectives and yielded evidence-based results.

3. Best PR Campaign – Food and Beverage

Awarded to the best campaign that demonstrated the art of promoting a food product or service to attract consumer purchases, brand-building and to cultivate customer loyalty. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

4. Best PR Campaign – Health and Beauty

This category is for campaigns covering healthcare and beauty products. It is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

5. Best PR Campaign – Lifestyle and Entertainment

This category aims to recognise a campaign or initiative that best promoted the leisure, travel, property, sports and any other lifestyle-related industries for a specific audience or the wider community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

6. Best PR Campaign – Public Awareness

Awarded to the best PR campaign by a corporate entity that successfully increased the awareness or changed opinion by implementing public education to the public or targeted community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategy and overall contribution of PR in the campaign’s success, how it drove core campaign objectives, and yielded evidence-based results, core message, positive action and/or change in public behaviour.

7. Best PR Campaign – Corporate Social Responsibility

Recognises the best communication programme that addressed social, economic or environmental issues the organisation is championing. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign’s PR strategies strengthened the company’s image as a responsible entity of society, attendees’ responses/feedback and core messages.

8. Best PR Campaign – Partnership/Sponsorship

Awarded to the best PR campaign that successfully increased brand awareness through partnership or sponsorship programmes. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

9. Best Engagement – Mass Community

Awarded to the best campaign that engaged the mass community through smart and highly effective PR communication strategies. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR communication strategies, business objectives achieved and the attendees’ responses and feedback.

10. Best Engagement – Targeted Community

Recognises the best community engagement campaign that has engaged a specific target audience effectively – offline or online. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategic engagement, positive action and/or change in community behaviour, attendees’ profiles and attendees’ responses and feedback.

11. Best Experiential Campaign

Recognises programmes that focus primarily on helping consumers experience a brand, which can be new or existing in the marketplace; and campaigns that engage as many of the human senses as possible. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

12. Best Promotional Campaign

For the most effective, attention-grabbing promotional event of the year. Please include information on the aim, size of the event/activity and whether it stood alone or was part of a larger campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

13. Best Result-Driven Campaign

This award recognises the most outstanding PR campaign that demonstrated how the campaign drove significant results in terms of revenue to achieve your business goal. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

14. Best Influencers Strategy

Recognises the best PR campaign that employed influencers such as bloggers, artists, celebrities, key opinion leaders and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign drove interest and brand awareness and attendees/public’s response and feedback.

15. Best Launch/Rebranding

Awarded to the best use of PR for the first launched, relaunched or repositioned product or service. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and contribution of PR in the campaign (such as brand buzz, awareness and growing the overall category) and evidence of usage/sales.

16. Best PR Event

This award recognises a successful live event that was organised either in support of public relations objectives or as part of a wider public relations campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

17. Best Creative PR Idea

Recognises the most creative, innovative and effective concept used in a PR campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Originality of the idea, creativity and the implementation of this idea, and PR strategy which delivered measurable results.

18. Best PR-Led Integrated Communications

Recognises the best integrated communications campaign led by PR that successfully utilised at least three channels. Some examples of these channels are digital, mobile, social media, print, TV, outdoor, events, and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Streamlined PR strategies that drove core business objectives and attendees’ responses and feedback.

19. Best Storytelling Strategy

Awarded to the best campaign that created the most successful brand or consumer stories. Supporting details for this category: Originality of the idea, creativity and the implementation of this idea and PR strategy which delivered measurable results.

20. Best Use of Content

Recognises the most effective use of content marketing to accommodate the overall PR campaign designed to enhance credibility and to attract media coverage. This can range from print publications, online newsletters to video channels. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: A clear demonstration of creative content and execution that drove the brand’s core business objective and awareness (good to have evidence in media coverage).

21. Best Use of Social Media

Recognises the best PR campaign that demonstrated a clear understanding and appropriate use of social media channel(s) to communicate with target audiences, while driving core business objectives. The usage of mobile can also be highlighted. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Innovative PR strategies, creative executions and public responses (good to have evidence for social media channel/s).

22. Best Use of Smart Data Analytics

This award recognises the best PR campaign that was enhanced or driven by the use of smart data. Supporting details for this category: Data strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

23. Best Use of Technology

This award recognises the best PR campaign that was enhanced or driven by the creative use of technology, for example, the use of artificial intelligence, virtual reality, robotics, etc. Supporting details for this category: Innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

24. Best Reputation/Brand Management Campaign

Awarded to the best PR campaign designed to enhance, promote or improve the reputation of an organisation with the public. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

25. Best Real-time Response

Awarded to the best PR campaign that demonstrated a real-time response in an immediate and positive way. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign’s PR strategies enhanced the brand’s image or solved a crisis in a time-sensitive manner.

26. Best Boutique PR Agency

This category recognises events targeted at high-level or VIP attendees. Entries must demonstrate exclusivity and should be highly focused on this desirable demographic.

27. Campaign of the Year

Awarded to an event brought to life with new, emerging or trending technologies which not only made the event more engaging for the target audience, but pushed new designs, concepts and ideas to the limit. Innovations can include wearables, location-based technologies, mobile integration and interactive concepts.