This category recognises the most effective PR and communications campaign that successfully attracted new customers whilst simultaneously strengthening relationships with existing ones and driving growth and loyalty.

Judges will be looking at the strategic role of PR in developing and executing the campaign that widened the customer base, generated new business, and enhanced the customer proposition to improve retention. Entrants should showcase how their communications strategy engaged prospects at the point of acquisition, and nurtured ongoing relationships to reduce churn and build long-term advocacy.

This category recognises the best campaigns that have capitalised on a company’s anniversary – whether it was the first, 25th or even 100th – to generate excitement, awareness, and engagement. These milestones must have provided a valuable opportunity to create positive buzz and enhance market share.

Judges will evaluate the overall strategy and the impact of the anniversary element on the campaign’s success. Wherever possible, demonstrate how the anniversary aspect contributed to achieving campaign and business objectives more effectively.

This category recognises the best planning and/or most effective strategy in managing the reputation and public perceptions of a brand.

Judges will be looking at the PR strategy put in place that protected the organisation or brand reputation in terms of the public, media, and stakeholder profile. Entrants should showcase how the brand monitored and responded to customer engagement across multiple touchpoints to improve the brand’s image.

This category recognises the best PR campaign designed to enhance, promote or improve the brand image of an organisation with the public. It is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the role and contribution of PR and communications in the campaign strategy that contributed to the brand’s business objectives. Entrants should showcase how their branding strategy shaped public perception, built brand equity, and created a distinctive and compelling brand identity that resonated with target audiences.

This category recognises the best communications strategy or ongoing programme by an in-house PR team, PR agency, or a combination of both, that was directed at stakeholders, which can include investors, shareholders, consumers, employees, customers, industry analysts, government agencies and/or other constituencies.

Judges will be assessing the overall strategy, as well as the effectiveness in communicating with stakeholders, promoting a favourable image or perception of the organisation, enhancing the organisation’s positioning, and where possible, a measured change in sentiment and other corporate goals.

This category recognises the best PR and communications campaign that effectively communicated an organisation’s corporate social responsibility initiatives by demonstrating a genuine commitment to social or environmental causes whilst building trust and credibility with stakeholders. It is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the role and contribution of PR and communications in shaping authentic narratives around the CSR efforts, how it engaged stakeholders meaningfully, and ensured the organisation’s social impact was communicated with transparency and humility rather than self-promotion.

Entrants should showcase how their communications strategy balanced raising awareness for the cause, appropriately highlighted the organisation’s contribution, and maintained credibility while avoiding accusations of “greenwashing” or purpose-washing.

This category recognises the best campaign that engaged the community at large through a smart and highly effective PR communications strategy. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the role and contribution of PR and communications in the campaign strategy, how the business objectives were achieved, as well as the attendees’ responses and feedback.

This category recognises the best community engagement campaign that engaged a target audience (for example, age, gender, demographic) effectively – offline or online. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the nature of the campaign, the communications strategy, the core business objectives, and the context within the overall PR campaign. Attention will also be paid to the campaign’s strategic engagement, positive action and/or change in community behaviour, attendees’ profiles, and attendees’ responses and feedback.

This category recognises a campaign that was focused primarily on helping consumers experience a new or existing brand, along with engaging as many of the human senses as possible. This includes immersive experiences, interactive events, and other creative approaches that engaged audiences in a memorable way.

Judges will be evaluating the creativity and execution of the experiential elements, the alignment with brand messaging and objectives, and the overall impact on audience engagement and brand perception. Measurable results such as attendance, media coverage, social media engagement, and ROI will also be considered.

This category recognises the most original and groundbreaking PR campaign that pushed the boundaries of conventional communications to capture attention, spark conversation, and deliver outstanding results.

Judges will be looking at the uniqueness of the central idea, the creativity in execution, and the campaign’s ability to break through the noise in fresh and unexpected ways. Entrants should showcase how their innovation, whether in messaging, channel selection, technology use or stakeholder engagement, created a distinct competitive advantage and set a new benchmark for PR excellence.

This category recognises the most outstanding use of insights, analytics and/or research as a foundation of a PR campaign. This category is open to any campaign or initiative by an in-house PR team, a PR agency, or a combination of both, where its research may take place outside the eligibility period, but its results are yielded between the eligibility period.

Judges will be looking at how the data was crucial in driving the campaign’s core objectives. Entrants should illustrate the details of the target audience, how they were engaged via the campaign, and the measurements of success.

This category recognises the best integrated communications campaign that successfully utilised at least three channels. Channels can include digital, mobile, social media, print, TV, outdoor, events, and others. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the role PR played in the strategic development and implementation of a programme, as well as streamlined PR strategies that drove core business objectives, along with evidence of creativity, execution, impact, and effectiveness.

This category recognises the most effective PR campaign that successfully introduced a new brand, product or service to the market, or revitalised an existing one through strategic rebranding.

Judges will be looking at the role and contribution of PR and communications in shaping public perception, generating awareness, and building momentum around the launch or rebrand. Entrants should showcase how the campaign captured attention, communicated the brand’s renewed purpose or offering, and engaged key stakeholders – from media and consumers to investors and employees.

This category recognises the most effective PR campaign that leveraged strategic partnerships or sponsorships to enhance brand visibility, build credibility, and create meaningful connections with target audiences.

Judges will be looking at the strategic selection of partners or sponsorship properties, the integration of the partnership into broader communications activities, and the creativity in activating the collaboration to generate earned media and stakeholder engagement.

Entrants should showcase how the partnership delivered mutual value, amplified brand messages, and created authentic touchpoints that resonated with audiences beyond traditional advertising.

This category recognises the PR campaign that most convincingly demonstrated a direct and measurable impact on achieving defined business and marketing objectives by going beyond traditional awareness metrics to show tangible commercial value.

Judges will be looking for a clear causal link between the PR activities – such as media coverage, influencer partnerships, thought leadership, and stakeholder engagement – and specific business outcomes such as lead generation, sales growth, market share increase, or customer acquisition.

Entrants should showcase how their campaign was designed with performance in mind, integrating PR with broader business goals and providing robust measurement that connected communications outputs to commercial results.

This category recognises the most outstanding PR campaign that successfully promoted and celebrated the arts, cultural initiatives or entertainment events.

Judges will be looking at the strategic role of PR in generating audience engagement, building cultural conversations, and elevating the profile of artistic and entertainment offerings. Entrants should showcase how their campaign captured the imagination of diverse audiences, secured meaningful media coverage, and fostered a deeper appreciation for the arts, whether through festival launches, exhibition openings, theatrical productions, music events or cultural programming.

This category recognises the best one-off or ongoing PR/communications campaign that effectively engaged members of the media to raise awareness about a brand, product and/or service in the beauty and/or wellness industry.

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the brand, product and/or service’s business objectives.

Entrants should be able to outline the creative and innovative elements, the successful execution, and evidence that the campaign increased share of voice, and generated buzz and public awareness about the brand, product and/or service in the media. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved.

This category recognises the most effective ongoing campaign or one-off project in the banking, finance, and insurance sectors.

Judges will be looking at the role and contribution of PR and communications in the campaign strategy that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, the successful execution, how they generated buzz and public awareness, and how the business goals were achieved with measurable results.

This category recognises the most effective ongoing campaign or one-off project in the food and beverage sector. This can include food, beverages, bars, restaurants, spirits or novel ideas in the F&B space.

Judges will be looking at the role and contribution of PR and communications in the campaign strategy that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, the successful execution, and how the business goals were achieved with measurable results.

This category recognises the best one-off or ongoing PR/communications that effectively engaged members of the media to raise awareness about a government or public service initiative. Government and/or public service initiatives can include employment, the economy, transport, commerce and industry, the environment, social welfare, education, infrastructure development, culture and recreation, or government/community services.

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the product, services, and/or business objectives.

Entrants should be able to outline the creative and innovative elements, the successful execution, and evidence the campaign increased share of voice, and generated buzz and public awareness about the product or service in the media. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

This category recognises the most outstanding PR campaign that successfully promoted lifestyle brands, travel destinations or hospitality experiences, capturing the imagination of consumers and inspiring action.

Judges will be looking at the strategic role of PR in crafting aspirational narratives, generating desirable media coverage, and engaging audiences across earned and social channels. Entrants should showcase how their campaign brought the brand’s lifestyle proposition to life, created memorable experiences for media and influencers, and drove tangible outcomes such as bookings, footfall or brand preference.