PR
Excellence in reputation management, creative communications and awareness with the goal of increasing positive perception and good will toward the brand. Includes but are not limited to corporate branding, crisis management, events, and public service advertising. PR campaigns often include an earned media tactic.
Evaluation criteria: idea, strategy, execution, impact and results.
Mandatory files: main image (presentation image), case film/demo film (120 seconds max).
Optional files: additional image, film or sound video, URL (content or presentation webpage).
Work which builds the image/raise the profile and shape the perceptions of a corporate brand, organization or corporation.
The planning and/or handling of the consequences of a crisis or an issue that may affect a company’s credibility and reputation.
Entries in this category relate to maintaining and/or restoring employer-employee relationships that contribute to productivity, motivation, and morale.
Work planned to influence or inform the public policy agenda using either lobbying or wider public affairs strategies, as well as political or ballot initiatives.
A public relations campaign via traditional media outlets, such as print, broadcast, and online, created to raise awareness and influence public perception of a brand, product or service.
A public relations campaign engaging target audiences via social networks and community forums in order to improve brand sentiment and increase consumer interaction with the brand, product or service.
Works that use entertainment to create a buzz and build a brand. Includes campaigns directed at gaming platforms, apps, video sharing channels and music videos.
Entries in this category promote a face-to-face event or stunt specifically designed to deliver a message, introduce a new product, or create interest in a topic, product, or service. Includes stunts, events, event sponsorship, competitions, promotional games, street art, guerrilla marketing, launch parties, live shows, live streamed events, festivals, concerts, sporting events, etc. within traditional, digital and new emerging environments.
PR campaigns using celebrity/influencer as part of the campaign to drive brand message and awareness to a specific audience.
Entries in this category are for the launch or relaunch of a product or service to its target audience.
A fully integrated public relations campaign across at least 3 channels. Channels can include, but are not limited to media relations, events, community building, etc.
A public relations campaign that explores transformative ideas, devices, or methods in its execution and innovative use of media, and pushes the discipline forward. Entries must include a explanation of the innovative and transformative aspects of the work.
Risk-taking, courageous, fearless, daring ideas are behind this work. The concept could have easily been rejected along the approval process or by the client, but brave choices made it happen. Entries must include the information about any context necessary to understanding why this was a brave idea.
PR activity that uses the popularity of a specific news story, viral video or event to generate maximum positive coverage for the brand. Also includes real-time social activity designed to respond to and engage in the conversation around world events, public affairs and other real-world, real-time activity in a creative and meaningful way.
Entries in this category utilize a unique behavior and/or insight to effectively communicate an organization’s products and services to a specific community, culture, or group of people. Target audiences include, but are not limited to generations, genders, and races.