Awards Categories

Campaign Awards

1. Best Experiential Campaign

This category recognises programmes that focused primarily on helping consumers experience a new or existing brand, 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.

Judges will be looking at the idea behind the PR & communication strategies, and how the execution led to the campaign’s success.

2. Best Innovative Campaign

This category recognises the most innovative and outside-the-box concept used in a PR campaign. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the originality of the idea, the creativity and implementation of the idea, and how the PR strategy delivered measurable results.

3. Best PR Campaign – Corporate Social Responsibility

This category recognises the best communication programme that has addressed social, economic or environmental issues on behalf of the organisation. This category 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.

4. Best PR Campaign – Digital Communication

This category recognises the most outstanding PR campaign in the online communications sphere (website, chatbot, mobile app, social media, etc.) which has successfully utilised digital brand assets and audience engagement. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the creativity and innovation of the PR strategy with a digital-first approach, and the tangible results across multiple digital channels or on one particular channel where the campaign excelled.

5. Best PR Campaign – Finance and Insurance

This category recognises the most effective ongoing campaign or one-off project in the finance and insurance sector.

Judges will be looking at the role and contribution of PR and communications in the strategy that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.

6. Best PR Campaign – Food and Beverage

This category recognises the most effective ongoing campaign or one-off project in the food and beverage sector. This can include food, beverages, bars, restaurants, spirits or novel ideas in the F&B space.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.

7. Best PR Campaign – Lifestyle and Entertainment

This category recognises the most effective ongoing campaign or one-off project in the lifestyle and entertainment sector.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.

8. 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.

9. 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.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies that benefited both companies/brands to reach a mutual benefit.

10. Best PR Campaign – Property (*New)

This category recognises the most effective ongoing campaign or one-off project in the property sector.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, and how the business goals were achieved with measurable results.

11. Best PR Campaign – Public Awareness

This category recognises the best PR campaign by a corporate entity that successfully increased awareness or changed opinion by delivering education to the public or targeted community. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the 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.

12. Best PR Campaign – Retail

This category recognises the most effective ongoing campaign or one-off project in the retail sector.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should demonstrate the creative and innovative elements, successful execution, how the business goals were achieved and yielded evidence-based results.

13. 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.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives. Entrants should able to outline creative and innovative elements, successful execution, and evidence on how the campaign generated sustainable benefits to the community.

14. 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.

Judges will be looking for the most effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

15. Best Reputation/Brand Management Campaigns

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.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies that contributed to the brand’s business objectives.

16. 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.

Judges will be looking for the most effective PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

17. Best COVID-19 Response (*New)

This category recognises the best communications and media response plan in the wake of – and in response to – COVID-19.

Judges will be looking at 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.

18. Best Engagement – Mass Community

This category recognises the best campaign that engaged the community at large through smart and highly effective PR communication strategies. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the role and contribution of PR and communications in the campaign strategies, how the business objectives are achieved, as well as the attendees’ responses and feedback.

19. 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.

Judges will be looking at the nature of the campaign, 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, attendees’ profiles, and attendees’ responses and feedback.

20. 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 fit into the brand and campaign’s overall strategy, how ROI was measured, and how the campaign and/or business goals were achieved or exceeded.

21. 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.

22. Best PR Event (*New)

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 and the events can range from physical, hybrid, and/or virtual.

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

23. Best Integrated Communications

This category recognises the best integrated communications campaign that successfully utilised at least three channels. Channels can include digital, mobile, social media, print, TV, outdoor, events, and others. This category is open to any one-off or ongoing campaign or initiative.

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.

24. Best Storytelling Strategy

This category recognises the best PR campaign that created the most successful brand or consumer stories.

Judges will be looking at the originality of the idea, creativity, and the implementation of the idea and the PR strategy which delivered measurable results.

25. 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 to online newsletters to video channels. This category is open to any one-off or ongoing campaign or initiative.

Judges will be looking at the creativity and originality of content. Entrants should illustrate how the content was developed and tailored to the target audience, how the strategy was developed and executed across various channels, 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.

26. 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.

Judges will be looking for 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 show how ROI was measured and how the successful execution delivered an increased level of awareness.

27. 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 at the innovative PR strategies and effective ways that technology was used to improve audience engagement and the customer experience. Entrants should demonstrate how the actual technology was leveraged, how the implementation of technologies drove measurable ROI was measured and how the campaign and/or business goals were achieved or exceeded.

28. Best Use of Virtual Platforms (*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.

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.

29. Campaign of the Year

This category recognises the best PR campaign which demonstrated command of an impressive number of PR tools, tactics and strategies. This award welcomes any specialised PR campaign that was notable for outstanding results.

Judges will be looking at the 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. Entrants should also showcase any other exceptional achievements or work that especially merits this award.

Team Award

30. PR Team of the Year (*New)

This category recognises the excellent performance of a PR team which has made a significant impact to the organisation’s overall PR campaigns, executions, and results. This category is open to in-house and PR agencies.

Judges will be looking at the team’s scope of work, strategic skills, creativity and excellence in execution. Entrants should also showcase their exceptional achievements and successful results against objectives / KPIs. Entrants can use one particular campaign as a case study of evidence to form their entry or can use aspects from various projects, but all work must have taken place within the eligibility period.



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