Award Categories
Campaign Awards
1. Best Experiential PR Campaign
Judges will be looking at the idea behind the PR & communication strategies, and how the execution led to the campaign’s success.
2. Best Innovative Campaign
Judges will be looking at the originality of the idea, the creativity and implementation of the idea, and how the PR strategy delivered measurable results.
3. Best Launch/Rebranding Campaign
Judges will be looking at the role and contribution of PR in the campaign, such as brand share of voice, buzz and public awareness, and an increase in conversations about the product and/or service.
4. Best PR Campaign – Corporate Social Responsibility
Judges will be looking at how the campaign’s PR strategies created genuine benefits for both the cause and business objectives, as well as strengthening the company’s image as a responsible entity of society.
5. Best PR Campaign – Finance and Insurance
Judges will be looking at the role and contribution of PR and communications in the strategy that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.
6. Best PR Campaign – Food and Beverage
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.
7. Best PR Campaign – Health and Beauty (*New)
This category recognises the most effective ongoing campaign or one-off project in the healthcare and beauty sector.
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.
8. Best PR Campaign – Lifestyle and Entertainment
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.
9. Best PR Campaign – Customer Loyalty
This category recognises the best campaign that has shown a strong and significant impact on customer loyalty perception due to public relations.
Judges will be looking at the role PR played in the strategic development and implementation of a CRM programme, which successfully built loyalty, helped to retain business and enhanced the customer proposition.
10. Best PR Campaign – Partnership/Sponsorship
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that benefited both companies/brands to reach a mutual benefit.
11. Best PR Campaign – Property
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.
12. Best PR Campaign – Public Awareness
Judges will be looking at the 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.
13. Best PR Campaign – Retail
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, how the business goals were achieved and yielded evidence-based results.
14. Best PR Campaign – Sustainability
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should able to outline creative and innovative elements, successful execution, and evidence on how the campaign generated sustainable benefits to the community.
15. Best PR Event
Judges will be looking at the nature of the event, communication strategies, core business objectives, context within the overall PR campaign and success at building brand reputation.
16. Best Promotional Campaign
Judges will be looking for the most effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.
17. Best Performance Campaign (*New)
Judges will be looking for the most effective PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.
18. Best Viral Campaign (*New)
Judges will be looking for an innovative strategy and demonstration of creative content and execution that drove the brand’s awareness and strengthen the connection with their audiences. Entries should demonstrate how the campaign hep in the creative content the public generated, the amount of engagement the brand received, the increase in reach and other positive marketing results.
19. Best Branding Strategy (*New)
Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives.
20. Best COVID-19 Response
This category recognises the best communications and media response plan in the wake of – and in response to – COVID-19.
Judges will be looking at 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 achieving other corporate goals.
21. Best Engagement – Mass Community
Judges will be looking at the role and contribution of PR and communications in the campaign strategies, how the business objectives are achieved, as well as the attendees’ responses and feedback.
22. Best Engagement – Targeted Community
Judges will be looking at the nature of the campaign, communication strategies, core business objectives and 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.
23. Best Influencers Strategy
Judges will be looking at how the PR team leveraged an influencer’s position as part of the PR strategy, how the content and delivery fit into the brand and campaign’s overall strategy, how ROI was measured, and how the campaign and/or business goals were achieved or exceeded.
24. Best Integrated Communications
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, and evidence of creativity, execution, impact and effectiveness.
25. Best Internal Communications Strategy (*New)
This category recognises the most outstanding one-off or ongoing strategic communication that effectively engaged an organisation’s employees and/or internal stakeholders through a significant company change, issue or problem of an internal nature.
Judges will be looking at the success displayed in terms of employee/stakeholders’ satisfaction and performance. This category is open to any one-off or ongoing campaign or initiative.
26. Best Media Relations Strategy (*New)
This category recognises the best on-going strategy to effectively build relations with, and engage members of the media to promote an organisation’s strategic aims, products and/or services.
Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness.
27. Best Storytelling Strategy
Judges will be looking at the originality of the idea, creativity, and the implementation of the idea and the PR strategy which delivered measurable results.
28. Best Use of Content
Judges will be looking at the creativity and originality of content. Entrants should illustrate how the content was developed and tailored to the target audience, how the strategy was developed and executed across various channels, and how the successful execution delivered an increased level of awareness, as well as how ROI was measured and how the campaign and/or business goals were achieved or exceeded.
29. Best Use of Social Media
Judges will be looking for a well thought-out strategy, a clear understanding and appropriate use of social media channel(s) to communicate with target audiences while driving core campaign and business objectives. Entrants should show how ROI was measured and how the successful execution delivered an increased level of awareness.
30. Best Use of Technology
Judges will be looking at the innovative PR strategies and effective ways that technology was used to improve audience engagement and the customer experience. Entrants should demonstrate how the actual technology was leveraged, how the implementation of technologies drove measurable ROI was measured and how the campaign and/or business goals were achieved or exceeded.
31. Best Use of Virtual Platforms
This category recognises the most creative and innovative use of virtual hosting platforms for the purposes of hosting webinars, virtual press conferences, virtual conferences, stakeholder forums, and other forms of digitally focused events.
Judges will be looking for innovative and effective ways that the platform was used to improve audience engagement and experience. Entries should focus on how the platform was fully leveraged to deliver results against target, and how campaign and/or business goals were achieved or exceeded.
32. Campaign of the Year
Judges will be looking at the evidence on how the successful implementation of the campaign delivered an increased level of awareness, as well as how ROI was measured, and how the campaign and/or business goals were achieved or exceeded. Entrants should also showcase any other exceptional achievements or work that especially merits this award.
Team Award
33. PR Team of the Year
Judges will be looking at the team’s scope of work, strategic skills, creativity and excellence in execution. Entrants should also showcase their exceptional achievements and successful results against objectives / KPIs. Entrants can use one particular campaign as a case study of evidence to form their entry or can use aspects from various projects, but all work must have taken place within the eligibility period.