[et_pb_section fb_built=”1″ _builder_version=”4.16″ locked=”off” global_colors_info=”{}”][et_pb_row disabled_on=”off|off|off” module_class=” et_pb_row_fullwidth” _builder_version=”4.16″ width=”90%” width_last_edited=”off|desktop” max_width_last_edited=”off|desktop” z_index_tablet=”500″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Award Categories” _builder_version=”4.16″ saved_tabs=”all” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.0″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.0″ global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_toggle title=”1.\tBest Acquisition & Retention Strategy (RENAMED)” admin_label=”2. Best Brand Reputation Management Strategy” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”2.\tBest Anniversary Campaign” admin_label=”2. Best Brand Reputation Management Strategy” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the best campaigns that have capitalised on a company\u2019s anniversary \u2013 whether it was the first, 25th or even 100th \u2013 to generate excitement, awareness, and engagement. These milestones must have provided a valuable opportunity to create positive buzz and enhance market share.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”3. Best Brand Reputation Management Strategy” admin_label=”2. Best Brand Reputation Management Strategy” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the best planning and\/or most effective strategy in managing the reputation and public perceptions of a brand.<\/p>\n
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\u2019s image.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”4. Best Branding Strategy” admin_label=”3. Best Branding Strategy” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”5. Best Corporate Affairs Strategy” admin_label=”4. Best Corporate Affairs Strategy” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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\u2019s positioning, and where possible, a measured change in sentiment and other corporate goals.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”6. Best CSR Communications” admin_label=”6. Best Engagement \u2013 Mass Community” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the best PR and communications campaign that effectively communicated an organisation\u2019s 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.<\/p>\n
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\u2019s social impact was communicated with transparency and humility rather than self-promotion.<\/p>\n
Entrants should showcase how their communications strategy balanced raising awareness for the cause, appropriately highlighted the organisation\u2019s contribution, and maintained credibility while avoiding accusations of \u201cgreenwashing\u201d or purpose-washing.<\/p>\n
<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”7.\tBest Cultural Engagement (NEW)” admin_label=”15. Best PR Campaign \u2013 Beauty & Wellness (NEW)” module_class=”new” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
This category recognises the best PR and communications campaign or initiative designed to authentically connect a brand with specific cultural communities, traditions or social nuances in Hong Kong or a specific community audience in the region.<\/p>\n
Judges will be looking at the strategic insights into the local culture, customs, and values, and how the campaign demonstrated a deep cultural intelligence in its messaging, channel selection, and stakeholder engagement. Entrants should showcase how the brand respectfully and effectively integrated cultural elements to build genuine trust, relevance, and affinity with the specific communities.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”8.\tBest Engagement \u2013 Mass Community” admin_label=”7. Best Engagement \u2013 Targeted Community” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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\u2019 responses and feedback.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”9. Best Engagement \u2013 Targeted Community” admin_label=”7. Best Engagement \u2013 Targeted Community” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the best community engagement campaign that engaged a target audience (for example, age, gender, demographic) effectively \u2013 offline or online. This category is open to any one-off or ongoing campaign or initiative.<\/p>\n
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\u2019s strategic engagement, positive action and\/or change in community behaviour, attendees\u2019 profiles, and attendees\u2019 responses and feedback.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”10. Best Experiential PR Campaign” admin_label=”7. Best Engagement \u2013 Targeted Community” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”11. Best Innovative PR Campaign” admin_label=”9. Best Innovative PR Campaign” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”12. Best Insights-Driven PR (RENAMED)” admin_label=”10. Best Insights-Driven PR Campaign” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
Judges will be looking at how the data was crucial in driving the campaign\u2019s core objectives. Entrants should illustrate the details of the target audience, how they were engaged via the campaign, and the measurements of success.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”13. Best Integrated Communications” admin_label=”11. Best Integrated Communications” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”14. Best Launch\/Rebranding PR Campaign” admin_label=”12. Best Launch\/Rebranding PR Campaign” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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\u2019s renewed purpose or offering, and engaged key stakeholders \u2013 from media and consumers to investors and employees.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”15.\tBest Media Relations Strategy (NEW)” admin_label=”15. Best PR Campaign \u2013 Beauty & Wellness (NEW)” module_class=”new” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
This category recognises the best ongoing strategy to effectively build relations with, and engage members of the media, to promote an organisation\u2019s strategic aims, products and\/or services. This category is open to ongoing strategies by an in-house PR team, a PR agency or a combination of both, but entries can use a one-off campaign to illustrate effectiveness as part of a wider strategy.<\/p>\n
Judges will be looking for the most effective and innovative PR and communications strategy that contributed to the success of the campaign, demonstrating a deep understanding of the media landscape, the strategic targeting of relevant journalists and publications, and the quality of materials and engagement that led to meaningful coverage.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”16.\tBest Partnership\/Sponsorship Campaign” admin_label=”13. Best Performance PR Campaign” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
Entrants should showcase how the partnership delivered mutual value, amplified brand messages, and created authentic touchpoints that resonated with audiences beyond traditional advertising.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”17.\tBest Performance PR Campaign” admin_label=”14. Best PR Campaign \u2013 Banking, Finance & Insurance” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
Judges will be looking for a clear causal link between the PR activities \u2013 such as media coverage, influencer partnerships, thought leadership, and stakeholder engagement \u2013 and specific business outcomes such as lead generation, sales growth, market share increase, or customer acquisition.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”18.\tBest PR Campaign \u2013 Art, Culture & Entertainment (RENAMED)” admin_label=”14. Best PR Campaign \u2013 Banking, Finance & Insurance” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most outstanding PR campaign that successfully promoted and celebrated the arts, cultural initiatives or entertainment events.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”19.\tBest PR Campaign \u2013 Beauty & Wellness” admin_label=”14. Best PR Campaign \u2013 Banking, Finance & Insurance” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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\u2019s business objectives.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”20.\tBest PR Campaign \u2013 Financial Services (RENAMED)” admin_label=”14. Best PR Campaign \u2013 Banking, Finance & Insurance” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most effective ongoing campaign or one-off project in the banking, finance, and insurance sectors.<\/p>\n
Judges will be looking at the role and contribution of PR and communications in the campaign strategy that contributed to the brand\u2019s 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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”21.\tBest PR Campaign \u2013 Food & Beverage” admin_label=”14. Best PR Campaign \u2013 Banking, Finance & Insurance” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
Judges will be looking at the role and contribution of PR and communications in the campaign strategy that contributed to the brand\u2019s business objectives. Entrants should demonstrate the creative and innovative elements, the successful execution, and how the business goals were achieved with measurable results.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”22.\tBest PR Campaign \u2013 Government\/Public Services” admin_label=”14. Best PR Campaign \u2013 Banking, Finance & Insurance” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”23.\tBest PR Campaign \u2013 Lifestyle, Travel & Hospitality (RENAMED)” admin_label=”22. Best PR Campaign \u2013 Property” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
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.<\/p>\n
[\/et_pb_toggle][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_toggle title=”24. Best PR Campaign \u2013 Property” admin_label=”22. Best PR Campaign \u2013 Property” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most effective ongoing campaign or one-off project in the property sector.<\/p>\n
Judges will be looking at the role and contribution of PR and communications in the campaign strategy that contributed to the brand\u2019s business objectives. Entrants should demonstrate the creative and innovative elements, the successful execution, and how the business goals were achieved with measurable results.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”25.\tBest PR Campaign \u2013 Retail” admin_label=”22. Best PR Campaign \u2013 Property” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most effective ongoing campaign or one-off project in the retail sector that effectively engaged members of the media to raise awareness about the retail industry.<\/p>\n
Judges will be looking at the role and contribution of PR and communications in the campaign strategy that contributed to the brand\u2019s business objectives. Entrants should demonstrate the creative and innovative elements, the successful execution, and how the business goals were achieved, along with evidence-based results.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”26. Best PR Campaign \u2013 Sports & Gaming (NEW)” admin_label=”29. Best Use of Brand Mascots (NEW)” module_class=”new” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
This category recognises the most outstanding PR campaign that successfully engaged audiences through the power of sports, esports or gaming, connecting brands with passionate communities and driving cultural relevance.<\/p>\n
Judges will be looking at the strategic role of PR in authentically integrating brands into the sports and gaming landscape, generating earned media across specialist and mainstream outlets, and activating meaningful engagement with fans, players, and influencers.<\/p>\n
Entrants should showcase how their campaign demonstrated a genuine understanding of the sporting or gaming culture it sought to engage, and how it resonated with knowledgeable and often sceptical audiences.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”27. Best PR Event” admin_label=”26. Best PR Event” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most impactful PR event that successfully engaged stakeholders,
generated media attention, and brought a brand’s story to life through memorable in-person or
hybrid experiences.<\/p>\n
Judges will be looking at the strategic purpose of the event, the creativity in concept and execution, and its effectiveness in delivering key messages to the right audiences. Entrants should showcase how the event created meaningful moments for attendees, generated positive earned media coverage, and strengthened relationships with journalists, influencers, customers, or other key stakeholders.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”28. Best Promotional PR Campaign” admin_label=”27. Best Promotional PR Campaign” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most effective, attention-grabbing promotional PR campaign designed to generate excitement, drive awareness, and encourage specific audience actions. It is open to any one-off or ongoing campaign or initiative. Entrants should include information on the aim, scale of the activity, and whether it stood alone or was part of a larger campaign.<\/p>\n
Judges will be looking for the most effective and innovative PR and communications strategy that contributed to the success of the campaign, demonstrating creativity in capturing audience attention, clarity in messaging, and measurable outcomes in driving desired behaviours \u2013 whether that be through a product trial, event attendance, content engagement or purchase intent.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”29.\tBest Public Awareness Campaign (RENAMED)” admin_label=”27. Best Promotional PR Campaign” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the best PR campaign by a corporate entity that successfully increased awareness or changed opinion by delivering education to the public or a targeted community. It is open to any one-off or ongoing campaign or initiative.<\/p>\n
Judges will be looking at the strategy and overall contribution of the PR in the campaign\u2019s success, how it drove core campaign objectives, produced evidence-based results, had a core message, positive action, and\/or changed public behaviour.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”30. Best Storytelling Strategy” admin_label=”28. Best Storytelling Strategy” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most compelling and coherent storytelling strategy that successfully brought a brand\u2019s narrative to life across multiple channels and touchpoints.<\/p>\n
Judges will be looking at the power of the core narrative, the consistency of storytelling across earned, owned, and social media, and the emotional resonance with target audiences. Entrants should showcase how their storytelling strategy moved beyond simple messaging to create authentic and engaging narratives that captured attention, built connections, and drove meaningful engagement.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”31.\tBest Use of Audio \/ Video (NEW)” admin_label=”33. Best Use of Tech\/ AI (NEW)” module_class=”new” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
This category recognises the most effective and creative PR campaign that leveraged audio and\/or video content as a primary vehicle for storytelling, audience engagement, and message amplification. It is open to any one-off or ongoing campaign or initiative. Entrants should include information on the aim, scale of the activity, and whether it stood alone or was part of a larger campaign.<\/p>\n
Judges will be looking for the most effective and innovative PR and communications strategy that contributed to the success of the campaign, demonstrating how audio and visual elements enhanced the narrative impact, emotional connection, and shareability across earned and social channels.<\/p>\n
The focus will be on campaigns that used the unique strengths of each format \u2013 from podcasts and radio to branded video content and social-first visuals \u2013 to maximum effect.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”32. Best Use of Character IP (NEW)” admin_label=”33. Best Use of Tech\/ AI (NEW)” module_class=”new” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
This category recognises the most effective PR campaign that strategically leveraged character intellectual property \u2013 whether through beloved mascots, licensed characters or newly created brand icons \u2013 to build emotional connections, drive engagement or amplify brand messaging.<\/p>\n
It is open to any one-off or ongoing campaign or initiative. Entrants should include information on the aim, scale of the activity, and whether it stood alone or was part of a larger campaign.<\/p>\n
Judges will be looking for the most effective and innovative PR and communications strategy that contributed to the success of the campaign, demonstrating how character IP was authentically integrated into the brand narrative, activated across channels, and used to create memorable moments that resonated with target audiences and generated earned media attention.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”33.\tBest Use of Content” admin_label=”31. Best Use of Influencers” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
Judges will be looking at the creativity and originality of the 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, how the successful execution delivered an increased level of awareness, how ROI was measured, and how the campaign and\/or business goals were achieved or exceeded.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”34.\tBest Use of Emotional Connection (NEW)” admin_label=”33. Best Use of Tech\/ AI (NEW)” module_class=”new” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
This category recognises the most powerful and effective PR campaign that deliberately harnessed human emotion \u2013 whether it was joy, empathy, nostalgia, hope or purpose \u2013 to forge deep connections with audiences and drive meaningful engagement.<\/p>\n
It is open to any one-off or ongoing campaign or initiative. Entrants should include information on the aim, scale of the activity, and whether it stood alone or was part of a larger campaign.<\/p>\n
Judges will be looking for the most effective and innovative PR and communications strategy that contributed to the success of the campaign, demonstrating how emotional resonance was strategically embedded into the narrative, creative execution, and stakeholder engagement. The focus will be on campaigns that moved beyond rational messaging to touch hearts, shift perceptions, and inspire genuine emotional responses that translated into measurable outcomes.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”35.\tBest Use of Influencers” admin_label=”32. Best Use of Social Media” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most creative and effective use of influencers such as bloggers, artists, celebrities, key opinion leaders, and others, within a one-off or ongoing PR campaign. Entrants should show how they engaged directly with a targeted audience, increased brand awareness, communicated key messages, and helped meet business objectives.<\/p>\n
Judges will be looking at how the PR team leveraged a celebrity\/influencer\u2019s position as part of the PR strategy, how the content and delivery fitted into the brand and campaign\u2019s overall strategy, and how by incorporating the influencer element the campaign was successfully impacted. Entrants should also show how ROI was measured, and how the campaign and\/or business goals were achieved or exceeded.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”36.\tBest Use of Social Media” admin_label=”34. Best Viral Campaign” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
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.<\/p>\n
Judges will be looking for a well-thought-out strategy, and 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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”37.\tBest Use of Tech \/ AI” admin_label=”34. Best Viral Campaign” _builder_version=”4.27.0″ _module_preset=”default” width=”100%” custom_padding=”|||21px||” global_colors_info=”{}”]<\/p>\n
This category recognises the most creative and innovative use of technology and artificial intelligence by an in-house PR team, a PR agency, or a collaborative effort between both, within a one-off or ongoing PR campaign, to engage with a targeted audience.<\/p>\n
Technologies can include AI-powered event ticketing systems, customer experience platforms, interactive digital screens, bespoke apps, chatbots, data analytics, and predictive algorithms, among others.<\/p>\n
Judges will be looking for innovative PR strategies and the effective ways that technology and AI were used to enhance audience engagement and the customer experience. Entries should focus on how the technology and AI were leveraged and provide evidence that the successful implementation of these technologies increased awareness and engagement. Additionally, entrants should show how ROI was measured and how the campaign and\/or business goals were achieved or exceeded.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”38.\tBest Viral Campaign” admin_label=”35. Campaign of the Year” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the most creative, innovative, and effective viral campaign designed to attract and engage its audience in spreading word-of-mouth messages and creating viral buzz.<\/p>\n
Judges will be looking for an innovative strategy and demonstration of creative content and execution that drove the brand\u2019s awareness and strengthened the connection with its audiences. Entries should demonstrate how the campaign helped in the creative content the public generated, the amount of engagement the brand received, the increase in reach, and other positive marketing results.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”39.\tCampaign of the Year” admin_label=”35. Campaign of the Year” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the best PR campaign which demonstrated a command of an impressive number of PR tools, tactics, and strategies. This award welcomes any specialised PR campaign that was notable for outstanding results.<\/p>\n
Judges will be looking for evidence on how the successful implementation of the campaign delivered an increased level of awareness, 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.<\/p>\n
[\/et_pb_toggle][et_pb_text admin_label=”Talent categories ” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_toggle title=”40.\tPR Leader of the Year (Agency) ” admin_label=”35. Campaign of the Year” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises outstanding leadership and excellence from an agency leader who has made a significant impact to their clients\u2019 PR campaigns, executions, and results. Judges will evaluate the nominee\u2019s contributions to their organisation\u2019s success, focusing on their strategic impact and innovation.<\/p>\n
Entrants can nominate themselves or a colleague, and they should also show achievements against objectives and evidence of business impact in the following areas within the eligibility period. Key areas of assessment include notable achievements, operational excellence, professional leadership qualities, commercial results, and overall contributions to the organisation. Testimonials are highly encouraged to support nominations.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”41.\tPR Leader of the Year (Brand) ” admin_label=”35. Campaign of the Year” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises outstanding leadership and excellence from a brand leader who has made a significant impact to their brand\u2019s PR campaigns, execution, and results. Judges will evaluate the nominee\u2019s contributions to their organisation\u2019s success, focusing on their strategic impact and innovation.<\/p>\n
Entrants can nominate themselves or a colleague, and they should also show achievements against objectives and evidence of business impact in the following areas within the eligibility period. Key areas of assessment include notable achievements, operational excellence, professional leadership qualities, commercial results, and overall contributions to the organisation. Testimonials are highly encouraged to support nominations.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”42.\tPR Team of the Year (Agency) ” admin_label=”35. Campaign of the Year” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises the excellent performance of a single agency team which has made a significant impact to their clients\u2019 overall PR campaigns, executions, and results.<\/p>\n
Judges will be looking at the team\u2019s 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.<\/p>\n
[\/et_pb_toggle][et_pb_toggle title=”43.\tPR Team of the Year (Brand) ” admin_label=”35. Campaign of the Year” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This category recognises outstanding work from a single brand-side marketing team which has made a significant impact on an organisation\u2019s overall PR campaigns, executions, and results.<\/p>\n
Judges will be looking at the team\u2019s 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.<\/p>\n
[\/et_pb_toggle][et_pb_text admin_label=”Overall (not for entry)” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_toggle title=”44. Best of Show \u2013 Agency” admin_label=”41. Best of Show \u2013 Agency” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
This title is not open for direct entry, and is based solely on performance across all categories. It recognises the agency with the most successful performance at the PR Awards, based solely on the number and type of awards won as determined by the PR Awards jury.<\/p>\n
Points system:<\/strong><\/p>\n Points allocation for multiple agencies:<\/strong> Tie-breakers:<\/strong> [\/et_pb_toggle][et_pb_toggle title=”45. Best of Show \u2013 Brand” admin_label=”40. Best of Show \u2013 Brand” _builder_version=”4.27.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n This title is not open for direct entry, and is based solely on performance across all categories. It recognises the brand with the most successful performance at the PR Awards, based solely on the number and type of awards won as determined by the PR Awards jury.<\/p>\n Points system:<\/strong><\/p>\n Tie-breakers:<\/strong> [\/et_pb_toggle][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Award CategoriesCampaign CategoriesThis 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 […]<\/p>\n","protected":false},"author":44,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-10945","page","type-page","status-publish","hentry"],"yoast_head":"\n\n
Lead agency:<\/strong> When multiple agencies collaborate on a winning entry and a lead agency is identified, the lead agency receives full points towards the overall awards. Non-lead agencies on that entry will each receive 25% of the points respectively.
Joint submission:<\/strong> If two agencies declare an equal partnership on a winning entry, each agency receives 50% of the points towards the overall awards.<\/p>\n
Most gold:<\/strong> If total points are tied, the agency with the highest number of gold awards wins.
Most silver:<\/strong> If gold awards are also tied, the agency with the highest number of silver awards wins.
Highest average score:<\/strong> If a tie still persists, the agency with the highest average score percentage (as assigned by the judges across all their winning entries) will win.<\/p>\n\n
Most gold:<\/strong> If total points are tied, the brand with the highest number of gold awards wins.
Most silver:<\/strong> If gold awards are also tied, the brand with the highest number of silver awards wins.
Highest average score:<\/strong> If a tie still persists, the brand with the highest average score percentage (as assigned by the judges across all their winning entries) will win.<\/p>\n