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 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.
3. 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entrants are reminded to highlight confidential information in red within their entry – to indicate strictly that it is not for publication and will not be disseminated beyond the judging panel in any way.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.
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
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 Insights-Driven PR
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.
9. Best Investor Relations Campaign
Judges will be looking at the campaign’s ability to meet 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
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
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
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 for a Specific Audience
14. Best PR Campaign: B2B
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.
15. 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.
16. 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.
17. 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.
18. Best PR Campaign: Entertainment
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.
19. Best PR Campaign: F&B
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.
20. Best PR Campaign: Fashion & Apparel
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.
21. Best PR Campaign: FMCG
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.
22. Best PR Campaign: Government/Public 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.
23. Best PR Campaign: Healthcare & Pharmaceuticals
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.
24. Best PR Campaign: Lifestyle & Travel
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.
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.
26. Best Regional PR
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.
27. Best Use of Advocates
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.
28. Best Use of AI in a PR Campaign *NEW*
Judges will be looking for innovative and/or effective use of AI technologies to enhance communication strategies, engage target audiences, and elevate brand presence.
29. Best Use of Celebrities/Influencers
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.
30. Best Use of Content
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.
31. Best Use of Micro/Niche Influencers
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.
32. Best Use of Social Media
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.
33. Best Use of Technology
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.
34. Best Use of Virtual Platforms (B2B)
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.
35. Best Use of Virtual Platforms (B2C)
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.
36. Most Creative PR Stunt
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
37. 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.
38. 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.
39. 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.
40. 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.
41. 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. Contenders will be given 4 points for every Gold, 2 points for every Silver, and 1 point for every Bronze. In the event of a tie, the entrant with the higher average score percentage granted by the judges will win.
This award is not open for entry.
42. 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. Contenders will be given 4 points for every Gold, 2 points for every Silver, and 1 point for every Bronze. In the event of a tie, the entrant with the higher average score percentage granted by the judges will win.
This award is not open for entry.