Awards Categories

1. Best PR Campaign – Corporate Social Responsibility

This category recognises the best communication programme that has addressed social, economic or environmental issues the organisation is advocating and championing. It is open to any one-off or ongoing campaign or initiative. 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.

2. Best PR Campaign – Digital Communication

This category recognises the most outstanding PR campaign in the sphere of online communications (website, chatbot, mobile app, social media, etc) which has successfully created online brand assets and audience engagement. This category is open to any one-off or ongoing campaign or initiative. Entrants should demonstrate PR strategies with a digital-first approach, and tangible results, across multiple digital channels or on one particular channel where the campaign excelled.

3. Best PR Campaign – Finance and Insurance

This category recognises the most effective ongoing campaign or one-off project in the finance and insurance sector. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

4. Best PR Campaign – Food and Beverage

This category recognises the most effective ongoing campaign or one-off project in the food and beverage sector. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

5. Best PR Campaign – Lifestyle and Entertainment

This category recognises the most effective ongoing campaign or one-off project in the lifestyle and entertainment sector. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

6. Best PR Campaign – Loyalty

This category recognises the best campaign that has shown a strong and significant impact on customer loyalty perception due to public relations. Judges will be looking at the role PR played in the strategic development and implementation of a CRM programme, which successfully built loyalty, helped to retain business and enhanced the customer proposition.

7. Best PR Campaign – Partnership/Sponsorship

This category recognises the best PR campaign that successfully increased brand awareness through partnership or sponsorship programmes. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

8. Best PR Campaign – Public Awareness

This category recognises the best PR campaign by a corporate entity that successfully increased awareness or changed opinion by implementing public education to the public or targeted community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategy and overall contribution of PR in the campaign’s success, how it drove core campaign objectives and yielded evidence-based results, core message, positive action and/or change in public behaviour.

9. Best PR Campaign – Retail

This category recognises the most effective ongoing campaign or one-off project in the retail sector. Supporting details for this category: The role and overall contribution of PR in the campaign’s success, how it drove core business objectives, and how it yielded evidence-based results.

10. Best PR Campaign – Sustainability

This category recognises a PR campaign or ongoing project that best implemented a sustainability strategy in promoting or enhancing corporate reputation. Entrants should able to outline creative and innovative elements, successful execution, and evidence on how the campaign generated sustainable benefits to the community.

11. Best Experiential Campaign

This category recognises programmes that focused primarily on helping consumers experience a brand, which can be new or existing in the marketplace; and campaigns that engaged as many of the human senses as possible. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

12. Best Innovative Campaign

This category recognises the most innovative and mind-blowing concept used in a PR campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Originality of the idea, creativity and the implementation of this idea, and PR strategy which delivered measurable results.

13. Best Promotional Campaign

This category recognises the most effective, attention-grabbing promotional PR campaign. This category is open to any one-off or ongoing campaign or initiative. Entrants should include information on the aim, size of the event/activity and whether it stood alone or was part of a larger campaign. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

14. Best Reputation/Brand Management Campaign

This category recognises the best PR campaign designed to enhance, promote or improve the reputation of an organisation with the public. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

15. Best Result-Driven Campaign

This category recognises the most outstanding PR campaign that demonstrated how the campaign drove significant results in achieving the business goal. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

16. Best Engagement – Mass Community

This category recognises the best campaign that engaged the mass community through smart and highly effective PR communication strategies. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR communication strategies, business objectives achieved, and the attendees’ responses and feedback.

17. Best Engagement – Targeted Community

This category recognises the best community engagement campaign that has engaged a specific target audience effectively – offline or online. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategic engagement, positive action and/or change in community behaviour, attendees’ profiles, and attendees’ responses and feedback.

18. Best Integrated Communications

This category recognises the best integrated communications campaign that successfully utilised at least three channels. Some examples of these channels are digital, mobile, social media, print, TV, outdoor, events, and others. This category is open to any one-off or ongoing campaign or initiative. Judges will be looking at the role PR played in the strategic development and implementation of a programme, as well as streamlined PR strategies that drove core business objectives, and evidence of creativity, execution, impact and effectiveness.

19. Best Launch/Rebranding

This category recognises the best use of PR for the launch or rebranding of a product and/or service. This category is open to any one-off or ongoing campaign or initiative. 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.

20. Best PR Event

This category recognises the most outstanding event that was organised either in support of public relations objectives or as part of a wider public relations campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

21. Best Use of Content

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, online newsletters to video channels. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: A clear demonstration of creative content and execution that drove the brand’s core business objective and awareness (good to have evidence of media coverage).

22. Best Use of Social Media

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. Supporting details for this category: Innovative PR strategies, creative executions and public responses. Entrants should show how ROI was measured and how the campaign and/or business goals were achieved or exceeded.

23. Best Use of Technology

This category recognises the best PR campaign that was enhanced or driven by the creative use of technology, for example, the use of artificial intelligence, virtual reality, chatbots or other clever tech-led solutions. Judges will be looking for innovative PR strategies and effective ways that technology was used to improve audience engagement and the customer experience.

24. Best Influencers Strategy

This category recognises the best PR campaign that employed influencers such as bloggers, artists, celebrities, key opinion leaders, and others. This category is open to any one-off or ongoing campaign or initiative. Judges will be looking at how the PR team leveraged an influencer’s position as part of the PR strategy, how the content and delivery fitted into the brand and campaign’s overall strategy, how ROI was measured, and how the campaign and/or business goals were achieved or exceeded.

25. Best Storytelling Strategy

This category recognises the best PR campaign that created the most successful brand or consumer stories. Supporting details for this category: Originality of the idea, creativity, and the implementation of this idea and PR strategy which delivered measurable results.

26. Best Growth PR Agency

This category recognises the best PR agency that has shown remarkable growth within the eligibility period. Judges will be looking at an agency’s achievements, including data showing revenue and profit growth, client wins, employee growth, and development.

27. Campaign of the Year

This category recognises the best PR campaign which showed a command of an impressive number of PR tools, tactics and strategies. This award welcomes any specialised PR campaign that was notable for its outstanding results. Entrants should be able to provide evidence on how the successful implementation of the campaign delivered an increased level of awareness, as well as how ROI was measured and how the campaign and/or business goals were achieved or exceeded.



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