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.

This category recognises the best campaign that engaged the community at large through smart and highly effective PR communication strategies. 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 strategies, how the business objectives are achieved, as well as the attendees’ responses and feedback.

This category 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.

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.

This category 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.

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.

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.

This category recognises the best PR campaign that created the most successful brand or consumer stories.

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.

This category 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 to online newsletters to video channels. This category is open to any one-off or ongoing campaign or initiative.

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.

This category recognises the best one-off or ongoing campaign that demonstrated an innovative and effective use of social media channel(s) such as Facebook, Instagram, Twitter, blogs, mobile apps, and/or other emerging social channels.

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.

This category 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, chatbots, or other clever tech-led solutions.

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.

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.

This category recognises the best PR campaign which demonstrated command of an impressive number of PR tools, tactics and strategies. This award welcomes any specialised PR campaign that was notable for outstanding results.

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.

This category recognises the excellent performance of a PR team which has made a significant impact to the organisation’s overall PR campaigns, executions, and results. This category is open to in-house and PR agencies.

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.