PRWeek Awards 2008
PRWeek Awards 2008 - categories
Specialist & Technique Categories
Research
This award will recognise the most effective use of research in providing material for a PR campaign. Entries should show whether research was commissioned specifically for the campaign. Please specify over and above all other criteria how the project fits into the overall PR strategy.
Issues and Crisis Management
This award will be given for the most effective management of an issue or crisis by a consultancy or in-house department 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of the sensitive nature of this type of work, entrants may mark parts of their submission as strictly confidential and not for publication.
Public Affairs
Entries should relate to the most effective use of PR to change or enlist political or public opinion utilising either lobbying or broader grassroots public affairs tactics including media and on-line relations. The target audience should be clearly identified. Where advertising has also been utilised in the campaign, the judges will look for evidence of the distinct role and results of public affairs and lobbying.
Broadcast innovation
This category covers projects primarily using TV or radio techniques to reach the target audience (e.g. video and radio news releases) but can also include innovative use of broadcast via the internet or other new digital media. Entry is open to clients, consultancies and VNR/radio producers or a combination of the above. The judges will look for evidence of the broadcast project's innovation and effectiveness in its own right, as well as part of an integrated PR strategy.
Digital Innovation
This category covers projects primarily using online, mobile phone or other digital innovative media techniques to reach the target audience (e.g. podCasting, Bluetooth or engagement with online communities/bloggers, etc.). Entry is open to clients, consultancies and specialists or a combination of the above. The judges will look for evidence of the digital project's creativity and effectiveness in its own right, as well as part of an integrated PR strategy.
Live Brand Experience
This award will recognise the use of a live event to build the value and reputation of a brand organization, as part of a wider strategic PR campaign. It could be a concert, a product launch, a piece of field marketing or a sponsorship but it will have used some form of live experience to bring the brand to life in the eyes of consumers.
It is important that the nature of the event, its strategy, its objectives, its logistics, planning production and its subsequent execution and effect should be summarized clearly, along with details of expert support teams employed (if applicable).
Product & Promotion Categories
Healthcare: Ethical & OTC Consumer
This category covers ongoing work or one-off projects undertaken by or on behalf of a pharmaceutical company relating to ethical (prescription only) drugs. This category covers also ongoing work or one-off projects relating to licensed OTC medicines and other consumer healthcare products and targeted at consumers, either directly or through pharmacists, GPs, other primary care professionals or retailers who interface with the general public. Campaigns can be at any stage in a product lifecycle and include communications with target audiences such as prescribers, primary care teams, NHS budget holders, patient groups and specialist media as well as disease awareness and direct to consumer work. Campaigns lobbying central or local government or government agencies should be entered into the public affairs category.
Marketing Communications: Consumer (annual fees less than £100k)
Entries should relate to ongoing or one-off campaigns where the target audience is defined as consumer (e.g. personal finance, fmcg and consumer durables). Entries should include details of the demographic target audience and research undertaken as part of the planning process. And when part of an integrated marketing campaign, the role that PR played in the strategic development and implementation must be clearly stated. Campaigns aimed primarily at a youth audience (under 24) will also be judged in this category, as will “green” initiatives by companies that aim to persuade consumer attitudes to change.
Marketing Communications: Consumer (annual fees more than £100k)
As above but campaigns with a budget of over £100,000 per year.
Marketing Communications: Business
Entries should relate to ongoing or one-off campaigns where the business community, or part of it, is the target audience. The category is open to companies and/or consultancies operating in any sector, and embraces “green-aspected” campaigns.
Technology
This award will be given for the most effective ongoing business or consumer campaign or one-off project undertaken by or on behalf of a company operating specifically in the technology sector (e.g. telecoms, computers or dot.com). The judges will note campaigns that focus on green issues in this market sector.
Corporate & Public Categories
Financial
This award will be given for the most effective ongoing business or consumer campaign or one-off project undertaken by or on behalf of a company operating specifically in the financial sector.
City
This award will be given to what is considered by the judges to be the most effective ongoing, or one-off, City PR campaign during the year in question. They will be concentrating on work, which is primarily targeted at investors or other City audiences and not personal finance campaigns. Unlike previous years, this category can now be entered by agencies or client companies alike.
Public Sector
Open to government departments, local authorities and public sector agencies and bodies including the police, and local authorities. PR agencies may also enter who have carried out work for an authority, but only as a joint entry with the authority. This award will be given for the most effective campaign or communications programme on a single topic e.g. health, road safety, crime, environment. These can include media relations, use of on-line media, posters, publications and consultation processes.
Not-for-profit
This category will recognise the most effective work for or by a charity, voluntary or not for profit organisation, including campaigning and patient groups. Particular attention should be paid to the cost-effectiveness of the campaign, and in the case of fundraising activities, to the monies received.
Internal Communications
Entries should describe how ongoing strategic communication or a significant project have engaged internal stakeholders such as managers, employees, and trade unions. They should specify:
- the business and organisational needs addressed (eg, 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.
Corporate Communications and Corporate Publications
This award will be given to the best ongoing or one-off campaign on behalf of a corporate brand or organisation (as opposed to specific branded products or services). Campaigns can be targeted at both business and consumer audiences and the category is open to companies and/or consultancies operating in any sector. Entries can include: corporate rebranding and repositioning projects; reputation management, corporate social responsibility (CSR) and “green” campaigns. The judges will look for a strategic approach to the development of activity; evidence of success in building corporate reputation and enhancing company positioning or achieving other corporate goals. In the case of CSR related projects, tangible benefits to the communities in which the organisation operates will also be taken into account, although the level of resource allocated to the project will not be material in selecting the winner.
People & Agencies
Communicator of the Year
Nominations are invited. Open to individuals who may nominate themselves or be nominated. The judges will look for a person (who may or may not be a PR professional) who has demonstrated outstanding communication/PR ability to reach stakeholder audiences. Significant achievements in the period covered by this year’s awards, as well as career achievements to date will count favourably in the judging. A shortlist of relevant professionals will be drawn up from judges' nominations. The judges will then be asked to vote at the second stage of judging. If you would like your name to be considered for the shortlist please email your details along with a brief biography and a 200 word statement explaining why you should be considered for this award to alessandra.zorzato@haymarket.com by the extended closing date of Thursday 5 June 2008.
New Consultancy of the Year
Open to any consultancy which has been trading for up to 24 months. Include: date of incorporation, numbers employed (split executive and support staff); key clients; two year's fees and profits data. Annual income (fees + mark up on disbursements) should cover the full trading period. Entries must also include details of sources of start up finance and in the case of subsidiaries or breakaway brands, full explanation must be included of relationship with parent companies including ongoing financial and infrastructure support (e.g. access to training, HR, financial management etc). Judges will look for evidence of financial growth, client list growth, client retention and PR innovation.
Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
Specialist Consultancy of the Year
This category is open to any PR consultancy and specialist division within a PR consultancy whose business is concentrated on a specific sector, whether an industry sector, a market segment or a PR discipline (e.g. healthcare, technology; youth; or broadcast PR). Judges will be looking for evidence of market share and financial growth, client list growth and client retention, understanding of market and PR innovation. Include: date of incorporation, annual income, numbers employed (split executive and support staff), client list and two years' fees and profit data.Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
Young PR Professional of the Year
Open to PR professionals in consultancies and in-house departments, who are under the age of 30 on 30 June 2008. Nominations are accepted from employers, who should include the details of the nominee's career history and professional qualifications. Along with the submission please attach a 200 word statement from the person nominated, outlining why they feel they should win this award. The judges will look for evidence of outstanding achievement in handling PR campaigns, showing creativity, relevance to brief and results. They will also look for evidence of the nominees ability and willingness to extend their range of PR skills.
Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
Gold Awards
PR Professional of the Year
Nominations are invited. This award will be given in recognition of outstanding professional performance made by an individual and/or contribution to the professional development and standings of the industry as a whole. A shortlist of relevant professionals will be drawn-up from the judges' nominations. The judges will then be asked to vote at the second stage of judging. Professionals may also nominate themselves or be nominated. If you would like your name to be considered for the shortlist please email your details along with a brief biography and a 200 word statement explaining why you should be considered for this award to alessandra.zorzato@haymarket.com by the extended closing date of Thursday 5 June 2008.
Public Sector Department of the Year
Open to any in-house department within local government, government agencies, health authorities, trade unions and trade bodies. Include number of staff employed (split executive and support staff) and annual PR budget (broken down into areas of marketing activity directly under the departments control). Where relevant, details should be included of success in meeting Government regulations or standards (e.g. e-government and consultative clauses in the Local Government Act). The judges will look for evidence of success in executing campaigns or programmes during the period covered by the awards as part of an overall PR strategy. They will also look for cost-effective use of both in-house and external resources.
Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
Private Sector Department of the Year
Open to any in-house private sector PR department. Include number of staff employed in the PR function (split executive and support staff) and the annual PR budget (broken down into areas of marketing activity directly under the departments control).The judges will look for evidence of success in executing campaigns or programmes during the period covered by the awards as part of an overall PR strategy. They will also look for cost-effective use of both in-house and external resources.
Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
NGO Sector Department of the Year
Open to any in-house department within NGOs and not for profit organisations. Include number of staff employed (split executive and support staff) and annual PR budget (broken down into areas of marketing activity directly under the departments control). Where relevant, details should be included of success in meeting Government regulations or standards. The judges will look for evidence of success in executing campaigns or programmes during the period covered by the awards as part of an overall PR strategy. They will also look for cost-effective use of both in-house and external resources.
Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
Consultancy of the Year
Open to any PR consultancy. Include: date of incorporation, numbers employed (split executive and support staff); key clients; two years fees and profits data. Judges will look for evidence of financial growth, client list growth, client retention, staff retention and PR innovation. Emphasis should be placed on the consultancy's achievements within the period covered by this year's awards.
Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
International Consultancy of the Year
Open to consultancies with wholly owned offices in two or more countries. Entry to include list of countries in which the company operates, plus any countries in which the company has affiliates, with date of incorporation, acquisition. Plus international client list with indication of which clients are handled across three or four markets and the proportion of international PR-only fees this represents in percentage terms. Judges will be looking for evidence of client list growth, staff retention, international knowledge management, and consistency of quality service across international markets (including international awards, client satisfaction surveys etc). Emphasis should be placed on the consultancy achievements within the period covered by this year's awards.
Please note shortlisted entrants for this category will be invited to attend a viva as part of the judging process. Vivas will take place on 11 July 2008, so please keep this date free if you are planning to enter.
Campaign of the Year
Not open for entries. This award cannot be entered directly. The Chairman of the Judges and the Editor of PRWeek will decide on the entry considered the best of the individual campaign category winners in the specialist & technique, product & promotion and corporate & public categories.
.jpg)
