Award Categories

1. Best Campaign Pivot *NEW*

This category recognises the best adjustments in messaging, method, and execution for a campaign in direct response to the impact of COVID-19. The campaign must have been launched or in the final planning phases of being launched, such that original plans had to be revised in order carry out the campaign under new challenging circumstances.

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

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2. 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.

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3. Best COVID-19 Related Response *NEW*

This category recognises the best communications and media response plan in the wake of – and in response to – COVID 19. This could be carried out 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.

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4. Best Crisis Management Strategy

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

Judges will be looking at the PR strategies in place to protect the organisation or brand reputation in terms of public, media and stakeholder profile.

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entrants are reminded to highlight confidential information in red within their entry – to indicate strictly that it is not for publication and will not be disseminated beyond the judging panel in any way.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

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5. 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.

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6. 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.

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7. 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.

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8. 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.

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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.

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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.

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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.

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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.

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13. 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.

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14. Best PR Campaign: Banking / Financial 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 of 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.

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15. Best PR Campaign: Beauty & Wellness

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 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 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.

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16. Best PR Campaign: eCommerce *NEW*

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 an eCommerce related initiative. It can be for a marketplace, seller, distributor, merchant or other player that is promoting or raising awareness about their eCommerce brand, product and/or service.

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.

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17. Best PR Campaign: Electronics & Gadgets

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 an electronics brand/product or gadget.

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.

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18. 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.

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19. 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.

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20. 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 combination of both, that effectively engaged members of the media to raise awareness about a fashion/clothing label and/or product.

Judges will be looking at the role and contribution of PR/communications in the campaign strategies that contributed to the label/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 label/product in the media. Entrants should also show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

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21. Best PR Campaign: FMCG

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 fast-moving consumer goods product.

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.

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22. 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.

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23. Best PR Campaign: Healthcare & Pharmaceuticals

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 healthcare and/or pharmaceutical brand, product and/or service.

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.

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24. 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.

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.

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25. 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.

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26. 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.

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27. 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.

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28. 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.

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29. 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.

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30. 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.

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31. 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.

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32. Best Use of Technology

This category recognises the most creative and innovative use of technology by an in-house PR team, a PR agency or a combination of both, within a one-off or ongoing PR campaign, to engage with target audiences. Technologies could include event ticketing technology, customer experience technology, interactive digital screen technology, use of bespoke apps etc.

Judges will be looking for innovative PR strategies and effective ways that technology was used to improve audience engagement and customer experience. Entries should focus on how the actual technology was leveraged; entrants should be able to evidence how the successful implementation of technologies 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.

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33. Best Use of Virtual Platforms (B2B) *NEW*

This category recognises the most creative and innovative use of virtual webhosting platforms for the purposes of hosting webinars, virtual press conferences, virtual conferences, stakeholder forums, and other forms of digitally focused events or functions aimed at a B2B audience.

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.

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34. Best Use of Virtual Platforms (B2C) *NEW*

This category recognises the most creative and innovative use of virtual webhosting platforms for the purposes of hosting webinars, virtual press conferences, virtual conferences, stakeholder forums, and other forms of digitally focused events or functions aimed at a B2B audience.

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.

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35. 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.

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36. PR Champion of the Year (Agency) *NEW*

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.

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37. PR Champion of the Year (Brand) *NEW*

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.

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38. PR Team of the Year (Agency) *NEW*

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.

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39. PR Team of the Year (Brand) *NEW*

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.

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PR Awards Overall Agency Champion (Not for entry)

This title is awarded to the agency that performs best at the PR Awards with the highest number of winning entries as determined by the PR Awards jury. This award is not open for entry.

PR Awards Overall Brand Champion (Not for entry)

This title is awarded to the brand that performs best at the PR Awards with the highest number of winning entries as determined by the PR Awards jury. This award is not open for entry.