Award Categories

1. Best Anniversary Campaign

Whether it’s the 1st, 25th or even 100th year of a company’s existence, anniversaries are important milestones that provide the perfect opportunity to drum up excitement, awareness and engagement. This category recognises the campaigns that take full advantage of the business’ anniversary to make positive buzz and grow their market share.

Judges will be assessing the overall strategy and impact of the anniversary component on the overall success of the campaign. Where possible, demonstrate how the anniversary component led to a more successful and effective outcome towards campaign and business objectives.

2. Best Change Management Strategy *

This category recognises the exemplary planning and/or most effective management of an issue or crisis by an in-house PR team, a PR agency, or a collaborative effort between both.

Judges will evaluate the PR strategies implemented to protect and enhance the organisation or brand reputation among the public, media, and stakeholders. They will consider the strategic approach, execution, and overall impact of the change management efforts.

Due to the sensitive nature of these activities, entrants are reminded to highlight any confidential information in red within their entry to indicate it is strictly not for publication and will not be disseminated beyond the judging panel. This category is open to any one-off or ongoing management initiatives.

*This category was previously Best Crisis Management Strategy

3. Best Corporate Affairs Strategy

This category recognises the best communications strategy or on-going programme by an in-house PR team, PR agency or a combination of both, that is directed at stakeholders, who could 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 achieving other corporate goals.

4. Best CSR Communications

This category recognises the best one-off or ongoing communications programme by an in-house PR team, PR agency or a combination of both, that has addressed social, economic or environmental issues the organisation is advocating and championing.

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. This category is open to any one-off or ongoing campaign or initiative.

5. Best Employee Engagement/Internal Communications

This category recognises the most outstanding one-off or ongoing strategic communication by an in-house PR team, a PR agency, or a combination of both, 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.

6. Best Engagement for a Targeted Community

This category recognises the best community engagement campaign by an in-house PR team, a PR agency, or a combination of both, 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/event, 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.

7. Best Event-Led PR Campaign

This category recognises the best use of an event by an in-house PR team, a PR agency, or a combination of both, to bring a brand to life and/or deliver an organisation’s communication needs as part of a wider, strategic PR campaign. This category is open to any one-off or ongoing campaign or initiative such as a concert, conference, roadshow, experiential field marketing activity, sponsorship activation, and any programmes that have incorporated events.

Judges will be looking at the nature of the event, communication strategies, core business objectives, context within the overall PR campaign and the ability to build brand reputation.

8. Best Experiential PR Campaign NEW

This category recognises the best use of experiential marketing and live events in a PR campaign. This includes immersive experiences, interactive events, and other creative approaches that engage 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.

9. Best Insights-Driven PR

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 yielded between the eligibility period.

Judges will be looking at how data has been 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.

10. Best Launch/Re-Launch Campaign

This category recognises the best use of PR for the launch or re-launch of a product and/or service. This category is open to any campaign or initiative by an in-house PR team, a PR agency or a combination of both.

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.

11. Best Media Relations Strategy

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. This category is open to on-going 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.

Judges will be looking for PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness.

12. Best PR by an In-House Communications Team

This category recognises the best campaign, initiative and/or strategy created and conducted solely by an in-house PR team, who did not engage or rely on PR agencies. This category is open to any one-off or ongoing campaign, initiative and/or strategy.

Judges will be looking at creativity and innovation, as well as the strategy and execution of any given programme. Entrants should be able to evidence impact on the organisations’ external reputation as well as building the importance of the communications role internally, particularly in regard to the C-Suite.

13. Best PR Campaign - Start-Up/Small Business NEW

This category acknowledges the unique challenges and opportunities faced by start-ups and small businesses. It encourages participation from smaller organisations with innovative PR strategies.

Judges will assess the creativity and effectiveness of the campaign, the alignment with business goals, and the overall impact on brand growth and market presence. Measurable outcomes such as media coverage, customer acquisition, social media engagement, and ROI will also be taken into account.

14. Best PR Campaign - Thought Leadership & Reputation Management NEW

This category highlights PR campaigns that position organisations or individuals as thought leaders in their respective industries and manage their reputations effectively. It appeals to companies focusing on building thought leadership and enhancing their brand reputation.

Judges will evaluate the strategic approach, the alignment with organisational objectives, and the impact on thought leadership and reputation. Measurable results such as media coverage, audience reach, social media engagement, and reputation metrics will be considered.

15. Best PR Campaign for a Specific Audience

This category recognises the best PR and communications campaign, initiative or programme targeted towards a specific audience. This is not exclusive to a single audience but the majority of the target audience should be a specific demographic the campaign set out to approach. Specific audience bases could include gender, age group, interest groups (e.g. wellness, hobbies, sports etc.) and other types of communities bound by a common theme. Entries should show why the specific audience was important and how the audience responded well. Judges will be assessing the overall strategy and impact of the messaging on the overall success of the campaign.

16. Best PR Campaign: B2B

This category recognises the best one-off or ongoing business-to-business PR/communications campaign, by an in-house PR team, a PR agency or a combination of both, that effectively engaged members of the media to raise awareness of a B2B product, service, or other business objective.

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the product, services, and/or brand objectives. Entrants should be able to outline creative and innovative elements, successful execution, and be able to evidence the ability of the campaign to increase share of voice, generate buzz and public awareness about the product, service and/or brand in the media. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

17. Best PR Campaign: Banking / Financial Services

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the brand/services’ business objectives. Entrants should be able to outline the creative and innovative elements, successful execution, and be able to evidence the ability of the campaign to increase share of voice, generate buzz and public awareness about the brand/service in the media. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

18. Best PR Campaign: Beauty & Wellness

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 creative and innovative elements, successful execution, and be able to evidence the ability of the campaign to increase share of voice, generate 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 or succeeded.

19. Best PR Campaign: Electronics & Gadgets

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the brand/product and business objectives. Entrants should be able to outline the creative and innovative elements, successful execution, and be able to evidence the ability of the campaign to increase share of voice, generate buzz and public awareness about the brand/product in the media. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

20. Best PR Campaign: Entertainment

This category recognises the best one-off or ongoing PR/communications campaign by an in-house PR team, a PR agency or a combination of both, that effectively engaged members of the media to raise awareness for an entertainment product. Entertainment products could include films, TV shows, music, concerts, books, newspapers, sporting events etc.

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the product and business objectives. Entrants should be able to outline creative and innovative elements, successful execution, and be able to evidence the ability of the campaign to increase share of voice, generate buzz and public awareness about the product in the media. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

21. Best PR Campaign: F&B

This category recognises the best one-off or ongoing PR/communications campaign by an in-house PR team, a PR agency or a combination of both, that effectively engaged members of the media to raise awareness of a F&B product and/or service. 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/communications in the campaign strategies that contributed to the business objectives. Entrants should be able to outline the creative and innovative elements, successful execution, and be able to evidence the ability of the campaign to increase share of voice, generate buzz and public awareness about the F&B product/service in question. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

22. Best PR Campaign: Fashion & Apparel

This category recognises the best one-off or ongoing PR/communications campaign by an in-house PR team, a PR agency, or a collaborative effort between both, that effectively engaged members of the media to raise awareness about a fashion brand, clothing label, or apparel product.

Judges will evaluate the role and contribution of PR/communications in the campaign strategies that supported the brand, label, or product objectives. Entrants should outline the creative and innovative elements, successful execution, and demonstrate the campaign’s ability to increase share of voice, generate buzz, and raise public awareness within the fashion industry. Entrants should also provide evidence of how ROI was measured and how the campaign achieved or exceeded its goals.

23. Best PR Campaign: FMCG

24. Best PR Campaign: Government/Public Services

This category recognises the best one-off or ongoing PR/communications campaign by an in-house PR team, a PR agency or a combination of both, that effectively engaged members of the media to raise awareness about a government or public service initiative. Government and/or public service initiatives could include employment, economy, transport, commerce and industry, environment, social welfare, education, infrastructure development, culture & 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 creative and innovative elements, successful execution, and be able to evidence the ability of the campaign to increase share of voice, generate 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.

25. Best PR Campaign: Healthcare & Pharmaceuticals

26. Best PR Campaign: Lifestyle & Travel

This category recognises the best one-off or ongoing PR/communications campaign by an in-house PR team, a PR agency or a combination of both, that effectively engaged members of the media to raise awareness about a lifestyle or travel brand, product and/or service. This could include hotels, airlines, taxis, food delivery, bespoke services etc.

27. Best PR-led Integrated Communications

This category recognises the best integrated communications campaign led by an in-house PR team, a PR agency or a combination of both, that successfully utilised at least 3 channels. 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.

28. Best Regional PR

This category recognises the best one-off or ongoing PR/communications campaign by an in-house PR team, a PR agency or a combination of both, that has effectively engaged members of the media to raise awareness of a specific brand, product or service in at least two of the eligible markets.

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the product, services, and/or brand objectives. Entrants should be able to outline creative and innovative elements, successful execution, and the ability of the campaign to understand and adapt to specific audience/cultural differences. Entrants should also be able to evidence an increased share of voice, how they generated buzz and increased 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.

29. Best Use of Advocates

This category recognises the best one-off or ongoing strategy or campaign by an in-house PR team, a PR agency or a combination of both, that organically engaged their audience to generate and use authentic advocates for a brand, product and/or service.

Judges will be looking at how the PR team leveraged an advocate’s testimonial and/or position as part of the PR strategy, how the content and delivery fit into the brand and campaign’s overall strategy, and how by incorporating the advocate element the campaign was successfully impacted. Entrants should be able to outline creative and innovative elements, successful execution, and evidence an increased level of awareness. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

30. Best Use of Celebrities/Influencers

This category recognises the most creative and effective use of celebrities and/or influencers (with a following of more than 50,000) by an in-house PR team, a PR agency or a combination of both, within a one-off or ongoing PR campaign, in order to engage directly with a target audience or increase brand awareness, communicate key messages and meet business objectives.

Judges will be looking at how the PR team leveraged a celebrity/influencer’s position as part of the PR strategy, how the content and delivery fit into the brand and campaign’s overall strategy, and how by incorporating the celebrity/influencer element the campaign was successfully impacted. Entrants should be able to outline creative and innovative elements, successful execution, and evidence an increased level of awareness. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

31. Best Use of Content

This category recognises the most creative and effective use of content by an in-house PR team, a PR agency or a combination of both, within a one-off or ongoing PR campaign. Content could include copywriting, graphics and/or video etc.

Judges will be looking for creativity and originality of content. Entrants should be able to show how the brand, product or service’s story was developed and tailored to the target audience, how the media 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.

32. Best Use of Influencer Marketing (B2B) NEW

Highlighting the growing importance of influencer marketing in the B2B space, this category focuses on campaigns that leverage industry experts and thought leaders to reach target audiences.

Judges will assess the strategic use of influencers, the alignment with brand messaging and objectives, and the overall impact on audience engagement and brand perception. Measurable outcomes such as influencer reach, media coverage, social media engagement, and ROI will be taken into account.

33. Best Use of Micro/Niche Influencers

This category recognises the most creative and effective use of micro/niche influencers (with a following of less than 50,000) by an in-house PR team, a PR agency or a combination of both, within a one-off or ongoing PR campaign, in order to engage directly with a highly targeted audience or increase brand awareness, communicate key messages and meet business objectives.

Judges will be looking at how the PR team leveraged the micro/niche influencer’s position as part of the PR strategy, how the content and delivery fit into the brand and campaign’s overall strategy, and how by incorporating the micro/niche influencer element the campaign was successfully impacted. Entrants should also be able to outline creative and innovative elements, successful execution, and evidence an increased level of awareness, as well as how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

34. Best Use of Social Media

This category recognises the best use of social media by an in-house PR team, a PR agency or a combination of both, within a one-off or ongoing PR campaign. Social media channels could include Facebook, Instagram, Twitter, the use of blogs, mobile apps, and/or other emerging social channels.

Judges will be looking for innovative PR strategies and creative execution. Entrants should be able to demonstrate 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 also be able to evidence 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.

35. Best Use of Social Media for Crisis Communications NEW

Acknowledging the critical role of social media in managing and mitigating crises, this category focuses on PR strategies that effectively utilise social platforms during times of crisis.

Judges will evaluate the strategic approach, the alignment with crisis management objectives, and the overall impact on crisis resolution and brand reputation. Measurable results such as social media engagement, media coverage, audience reach, and crisis mitigation metrics will also be considered.

36. Best Use of Tech/AI for PR

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 target audiences. Technologies could include AI-powered event ticketing systems, customer experience platforms, interactive digital screens, bespoke apps, chatbots, data analytics, and predictive algorithms, among others.

Judges will be looking for innovative PR strategies and effective ways that technology and AI were used to enhance audience engagement and customer experience. Entries should focus on how the technology and AI were leveraged; entrants should be able to evidence the successful implementation of these technologies, demonstrating an increased level of awareness and engagement. Additionally, entrants should show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

*This category was previously Best Use of Technology

37. Best Use of Virtual & Hybrid Events NEW

This category recognises the growing popularity of virtual and hybrid events in the PR landscape. It honours organisations that have successfully leveraged these formats for brand awareness and engagement.

Judges will be evaluating the creativity and execution of virtual and hybrid event 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.

38. Most Creative PR Stunt

This category recognises the most creative, innovative and effective PR stunt by an in-house PR team, a PR agency or a combination of both, designed to attract its target audiences’ attention; this could be part of a one-off or ongoing PR campaign or initiative.

Judges will be looking for a clear strategy and demonstration of creative content and execution that drove the brand’s core business objectives and awareness. Entries should focus on how the stunt was developed and successfully executed to engage a specific target audience, and how the stunt was leveraged to effectively engage members of the media to raise awareness of a specific brand, product or service. Entrants should be able to evidence how the successful implementation of the stunt 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

TALENT CATEGORIES

39. PR Champion of the Year (Agency)

This category recognises outstanding leadership and excellence from an agency-side leader who has made a significant impact to their client’s PR campaigns, executions and results. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

Creativity and innovation
Strategic thinking
Excellent execution
New business wins
Stability or improvement of the brand’s business performance
Having built or maintained a positive working environment for their teams
Contribution to the wider industry
Any other exceptional achievements or work that especially merits this award

Testimonials for this category are encouraged.

40. PR Champion of the Year (Brand)

This category recognises outstanding leadership and excellence from a brand-side leader who has made a significant impact to their brand’s PR campaigns, execution and results. Entrants can nominate themselves or a colleague; they should show achievements against objectives and evidence of business impact in the following areas within the eligibility period

Creativity and innovation
Strategic thinking
Excellent execution
Stability or improvement of the brand’s business performance
Having built or maintained a positive working environment for their teams
Contribution to the wider industry
Any other exceptional achievements or work that especially merits this award.

Testimonials for this category are encouraged.

41. PR Team of the Year (Agency)

This category recognises outstanding work from an agency team which has made a significant impact to their clients’ overall PR campaigns, executions, and results. 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 and they must show evidence of:

Outstanding achievements in campaigns and project management
Creativity and innovation
Strategic thinking
Excellent execution
Successful results against objectives / KPIs
Any other exceptional achievements or work that especially merits this award.

Testimonials for this category are encouraged.

42. PR Team of the Year (Brand)

This category recognises outstanding work from a brand-side marketing team which has made a significant impact to the organisation’s overall PR campaigns, executions, and results. 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 and they must show evidence of:

Outstanding achievements in campaigns and project management
Creativity and innovation
Strategic thinking
Excellent execution
Successful results against objectives / KPIs
Any other exceptional achievements or work that especially merits this award.

Testimonials for this category are encouraged.

OVERALL (NOT FOR ENTRY)

43. PR Awards Overall Agency Champion (Not for entry)

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.

Points System:

Gold: 4 points
Silver: 2 points
Bronze: 1 point

Points Allocation for Multiple Agencies:

Lead Agency: 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: If two agencies declare an equal partnership on a winning entry, each agency receives 50% of the points towards the overall awards.

Tie-Breakers:

Most Gold: If total points are tied, the agency with the highest number of Gold awards wins.

Most Silver: If Gold awards are also tied, the agency with the highest number of Silver awards wins.

Highest Average Score: 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.

44. PR Awards Overall Brand Champion (Not for entry)

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.

Points System:

Gold: 4 points
Silver: 2 points
Bronze: 1 point

Tie-Breakers:

Most Gold: If total points are tied, the brand with the highest number of Gold awards wins.

Most Silver: If Gold awards are also tied, the brand with the highest number of Silver awards wins.

Highest Average Score: 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.