Will award the PR campaigns carried out by a consultancy, in-house team or a combination of both that utilise the best use of given techniques.
BEST PURPOSE CAMPAIGN
Recognises the best campaign that has a good or progressive purpose at its heart. It could be led by a brand, or another organisation (e.g.: public sector, third sector), or a collaboration between more than one party. The winning entry will need to show how it has made significant progress towards the cause in question, including, but not limited to: changing perceptions, changing laws/ regulations, changing behaviour, raising awareness, raising money. Evidence of the positive impact of the campaign on the brand or organisation, where appropriate, will also be advantageous. The winning campaign will show innovative, creative thinking.
BEST INFLUENCER MARKETING CAMPAIGN
This category will award the most effective, innovative and creative campaign that uses one or more social media influencers to achieve its aims. The idea must be PR-led, although we will not exclude entries that involve payment or other incentives to influencers; however, please detail these in your entry. Judges will be looking for details of how the influencer marketing element was incorporated into other parts of the campaign and clear evidence that the goals had been reached or exceeded. This includes outcomes rather than merely social media analytics data. For the benefit of this award, we are defining a social media influencer as an individual or group that has become influential off the back of their own social media platform or platforms. It excludes anyone with preexisting fame (eg: actors, sportspeople, reality TV stars).
BEST INTEGRATED CAMPAIGN
This award will recognise the creativity, innovation, impact and effectiveness of an integrated campaign. Entry is open to in-house teams, full-service agencies or a combination of agencies from different marketing disciplines. The idea must be PR-led, and the role that PR played in the strategic development and implementation must clearly be stated. Please explain the role different marketing disciplines played in the campaign and why they were assigned these roles. Please give details of the tangible outcomes of the campaign.
BEST PR EVENT
This category recognises the use of a brand event activity or live event to build the value and reputation of a brand, or fulfil a communication need for a brand or organisation as part of a wider, strategic PR campaign. It could be a concert, product launch, conference, roadshow, field marketing activity, sponsorship, stunt or guerrilla opportunity, but it will have incorporated live event skills to bring a brand to life in the eyes of end users. It is important that the nature of the event, strategy, context within an overall PR campaign, planning, logistics, production and subsequent execution and measured effect should be summarised clearly along with details of expert design, production, logistics and support teams employed.
BEST USE OF CELEBRITY OR CELEBRITIES IN A CAMPAIGN
This category will award the most effective, innovative and creative campaign that uses one or more celebrity/ies to achieve its aims. The idea must be PR-led, although we will not exclude entries that involve payment or other incentives to celebrities; however, please detail these in your entry. Judges will be looking for details of how the celebrity element was incorporated into other parts of the campaign and clear evidence that the goals had been reached or exceeded. This includes outcomes 201 9 8 www.prweekawards.com rather than merely social media analytics data. Entrants are advised not to include social media influencers as ‘celebrities’, even those with a high profile; we recommend the Best Influencer Marketing Campaign category for these campaigns. The focus for this category is celebrities who draw their fame from other means (e.g.: actors, sportspeople, musicians, politicians), although they may have gained a sizeable social media following off the back of their pre-existing fame.
BEST USE OF CONTENT
This award will be given for the most effective use of content by a consultancy, in-house team or a combination of both. The objectives, strategy and method deployed should be clearly set out. Entry should include methods of how content was distributed, used to attract and retain audience and how the content is enhancing audience behaviour. Judges will also be looking for the creativeness and innovativeness of the distribution along with specific evaluation discussing engagement and customer retention.
BEST USE OF CREATIVITY
This award will be given for the most effective use of creativity within a campaign run by a consultancy, inhouse team or a combination of both. Your entry should outline the aim(s) of the campaign, the creative ideas injected into it and carried out to make the campaign a success. Please note this category will solely focus on the innovative and creativeness of the campaign. Judges will be looking for the inspiration, overall concept (visually and with text to support), innovative strategy from idea to execution, and managing any risk of the campaign.
Please note that the long-listed entrants for this category will be invited to attend a VIVA on Thursday 4 July as part of the judging process.
BEST USE OF PLANNING, STRATEGY AND EVALUATION
Please divide your entry into three subheadings and consider the bullet points within each heading:
• Explain in detail the research carried out when the brief was received
• Explain how the research developed into campaign objectives
• Outline campaign objectives
• How did you implement your research throughout the campaign to deliver your objectives?
• How was the campaign message delivered throughout different activities to ensure optimum exposure?
• Explain the consideration of contingency plans
• Discuss campaign results in detail
• Discuss the strengths and weaknesses of campaign
• How are results a direct result of planning and strategy
BEST USE OF A SMALL BUDGET (UNDER £30,000)
This category will award the most successful use of a small budget in a one-off campaign. This category applies to all in-house and agency PR teams across all sectors. Judges will be looking for:
• Details of the demographic target audience and research undertaken as part of the planning process
• The impact, creativity, total cost and effectiveness of the campaign
• When part of an integrated marketing campaign, please explain the role that PR played in the development and implementation must be clearly stated
INTERNAL COMMUNICATIONS AND EMPLOYEE ENGAGEMENT
Entries should describe how ongoing strategic communication or a significant project has engaged internal stakeholders such as managers, employees, and trade unions. They should specify: the business and organisational needs addressed (e.g. performance, productivity, “green” topics, customer service, cost management); the outcomes sought for key stakeholders, such as shifting employee or management attitudes and commitment, achieving real engagement or behavioural change; how the success of the communication was evaluated against the outcomes specified; how communication was integrated with other activities.
ISSUES AND REPUTATION MANAGEMENT
This award will be given for the most effective management of an issue or crisis by a consultancy or in- house team or a combination of both. The objectives, strategy and method deployed should be clearly set out. Because of the sensitive nature of this type of work, entrants may mark parts of their submission as strictly confidential and not for publication.