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General Consumer Awards
Written entry
The two-page entry should be divided into the following sub-headings:
- Situation analysis
- Objectives
- Target/audience analysis
- Budgets
- Strategy
- Creativity and originality
- Execution/tactics
- Evaluation of success/measurement
- Arts, Entertainment & Media Campaign of the Year
This award honours success in the arts and entertainment, including films, magazines, TV shows, books, newspapers, or websites. Entries for outstanding work in promoting individual celebrities are also welcome.
- Product Brand Development Campaign of the Year
This award recognises outstanding success in the ongoing development, repositioning, reinvigoration, or re-launch of an established consumer brand (either a product or a service) through the use of PR.
- Consumer Launch Campaign of the Year
This award is for the launch of a new product or service through the use of PR. The ability to create buzz and brand recognition, as well as evidence of sales/usage, are all essential factors in determining the winner.
Industry Market Awards
Written entry
The two-page entry should be divided into the following sub-headings:
- Situation analysis
- Objectives
- Target/audience analysis
- Budgets
- Strategy
- Creativity and originality
- Execution/tactics
- Evaluation of success/measurement
- Healthcare Ethical Campaign of the Year
This category covers ongoing work or one-off projects undertaken by or on behalf of a pharmaceutical company relating to ethical (prescription only) drugs. Campaigns can be at any stage in a product lifecycle and include communications with target audiences such as prescribers, primary care teams, patient groups and specialist media as well as disease awareness and direct-to-consumer work. A campaign on behalf of a health-related cause (for example, set by a government agency), however, should enter the Public Sector Campaign of the Year.
- Technology Campaign of the Year
Both business-to-business and consumer campaigns are eligible, provided they are focused in the area of technology. These may include, but are not limited to, product launches or innovations, uses and applications of technology, or technological issues and advancements.
- Business-to-Business Campaign of the Year
The target audience might be a niche business sector or the business community at large. However, entries that involve switching to the consumer market should be entered in either the Consumer Launch Campaign of the Year or the Product Brand Development Campaign of the Year categories.
Targeted Audience Awards
Written entry
The two-page entry should be divided into the following sub-headings:
- Situation analysis
- Objectives
- Target/audience analysis
- Budgets
- Strategy
- Creativity and originality
- Execution/tactics
- Evaluation of success/measurement
- Employee Communications Campaign of the Year
An award recognising skill in communicating a merger or acquisition, change management, rebranding, restructuring, layoffs, or other issue/problem of an internal communications nature.
- Regional PR Campaign of the Year
Awarded to the PR campaign that is most effectively executed across at least 5 countries in Asia. This category is open to PR campaigns with a purely Asian focus, or a global campaign that includes at least 5 countries in the Asia-Pacific region. Entries in this category are not precluded from entering any of the other campaign categories.
Corporate Awards
Written entry
The two-page entry should be divided into the following sub-headings:
- Situation analysis
- Objectives
- Target/audience analysis
- Budgets
- Strategy
- Creativity and originality
- Execution/tactics
- Evaluation of success/measurement
- Corporate Branding Campaign of the Year
Honours the most outstanding use of PR in the launch of a new company, or in a corporate rebranding initiative. The winner will demonstrate effective recognition beyond mere brand-name recognition to show an appreciation and understanding of key message points among the target audience.
- Public Affairs Campaign of the Year
Entries should relate to the most effective use of public affairs to change/enlist political and/or public opinion. Although advertising materials will be considered, the judges also will be looking for evidence of work in research, media relations, grassroots community activity, and also lobbying.
- Corporate Publications
This category includes both printed material and electronically published material produced on behalf of an organisation. This includes internal publications such as staff newsletters and magazines, as well as consumer publications, brochures and annual reports and shareholder information. Three different sample copies should be included in your support material (online) together with details of how and where the publication was circulated and a circulation figure. The budget should be broken down into editorial, production and distribution costs.
- Financial Communications Campaign of the Year
This award will be given to the most effective on-going campaign or one-off project in the financial sector during the year. Judges will be concentrating on work that is primarily targeted at investors or other financial industry audiences and not personal finance campaigns.
- Crisis or Issues Management Campaign of the Year
This award will be given for the most effective crisis- or issues-management work by an agency or corporate PR team, or a combination of both. The objectives, strategy and method deployed should be clearly set out. Because of the sensitive nature of crisis-or issues-management work, entrants may mark parts of their submission as strictly confidential and not for publication.
Social Education & Philanthropy Awards
Written entry
The two-page entry should be divided into the following sub-headings:
- Situation analysis
- Objectives
- Target/audience analysis
- Budgets
- Strategy
- Creativity and originality
- Execution/tactics
- Evaluation of success/measurement
- Public Sector Campaign of the Year
Open to government departments and public-sector agencies (e.g. federal, state, military, municipal, local or public health authorities). Judges will look for the most effective campaign or communication programme on a single topic (e.g. health, crime, defence, etc.)
- Corporate Social Responsibility Campaign of the Year
This award recognises a campaign or ongoing project that utilises or integrates a social responsibility to promote or enhance corporate image or specific products/services. This award recognises a campaign or an ongoing project that creates sustainable benefits to society while enhancing corporate reputation, employee retention and customer loyalty.
- Environmental Campaign of the Year
This award recognises a campaign or ongoing project that utilises or integrates environmental responsibility to promote or enhance corporate image or specific products/services. This award recognises a campaign or an ongoing project that creates sustainable benefits to the environment while enhancing corporate reputation, employee retention and customer loyalty.
- Q. Nonprofit Campaign of the Year
This category will recognise the most effective work by a nonprofit organization for fundraising, or in changing or enlisting political, public, or corporate opinion. As well as results, the judges will consider the cost-effectiveness of the campaign and, in the case of fundraising activities, the amount of money raised.
Technique Awards
Written entry
The two-page entry should be divided into the following sub-headings:
- Situation analysis
- Objectives
- Target/audience analysis
- Budgets
- Strategy
- Creativity and originality
- Execution/tactics
- Evaluation of success/measurement
- Best Use of Digital
This category covers projects primarily using online, mobile phone or other digital techniques to reach the target audience. It may be anything from the creation or upgrading of an internet or intranet website, webcasts, blogging, podcasting, mobile technology, or the use of targeted or viral e-mail or the addition of a key function such as online polling as a key PR tool. 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 effectiveness in its own right, as well as part of an integrated PR strategy.
- Best Use of Social Media
Judges will be looking for the most effective or creative use of digital or social media channels to support or execute a PR campaign. These may include use of blogs, Twitter, Facebook, mobile applications, or other emerging channels that are products of social technology.
- Best Use of Analytics
This award will go to the campaign, project, or program that demonstrates the most effective use of research and evaluation in both setting goals and measuring success. As well as effective media evaluation, the judges will expect to see evidence of how research among target audiences was used to help set the objectives and strategy, and how it was used to measure the effectiveness of the campaign against those objectives.
People & Consultancies Awards
Written entry
Please refer to the individual category descriptions for details/headings to include in your two-page written submission.
Support material
May include client or employer testimonials, as well as media coverage, and samples of work achievements in all formats.
- Young PR Professional of the Year
Open to PR professionals in consultancies and in-house departments who are under the age of 30 as of November 25, 2011. Nominations are accepted from employers, who should include details of the nominee’s career history, their exact age, and professional qualifications. Judges will look for evidence of outstanding achievements in handling PR campaigns, showing creativity, relevance to brief and results. They will also look for evidence of the nominee’s ability and willingness to extend their range of PR skills.
The two-page entry should be divided into the following sub-headings:
- Bio of the nominee/brief resume/education background
- Accomplishments achieved during entry period
- Activities outside work, including charity, industry associations, etc.
Gold Awards
The Gold Awards are the most prized of all, recognising the overall achievements in the industry from the talented professionals, agencies, and communicators within the region.
Written entry
A two-page entry is required in each of the Gold Award categories. Please refer to the individual category descriptions for the headings / details to include in your written submission.
Support materials
Client testimonials are welcome as part of your supporting documentation.
- PR Agency Head of the Year
This award will be given in recognition of outstanding professional performance by an individual who has full operational responsibility for either a specific consultancy, or a network of consultancies.
Candidates may nominate themselves, or be nominated. The two-page entry should be divided into the following sub-headings: 1) bio of the nominee / brief resume / education background 2) Accomplishments achieved during the entry period 3) Activities outside work, including charity, industry associations etc. Other information may be included as considered relevant.
- PR Consultancy of the Year
Open to any PR consultancy. In case of owned groups, any single office may enter this award. This category does not recognise a network (see Asia Pacific Network of the Year). 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, talent retention / development and PR innovation. Emphasis should be placed on the consultancy’s achievements within the period covered by this year’s awards.
- Mid-Size Network of the Year
This award is open to owned groups with at least two offices, each in separate markets, with total billings of no more than US$10 million during the 12-month judging period. 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, talent retention / development and PR innovation. Judges will also be looking for demonstrated ability to work in a cooperative manner, servicing clients in more than one office. Emphasis should be placed on the network’s achievements within the period covered by this year’s awards.
- Asia Pacific Network of the Year
This award is open to any owned group with at least three offices in the region. 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, talent retention / development and PR innovation. Crucially, judges will also be looking for demonstrated ability to work in a cooperative manner, servicing clients in more than one office. Emphasis should be placed on the network’s achievements within the period covered by this year’s awards.
Brand Communicator of the Year
This award, given to the communicator or communication team, that has demonstrated outstanding communication / PR ability to reach stakeholder audiences. Brands must highlight significant achievements in the period covered by this year’s awards, as well as achievements to date.
Campaign of the Year
This award cannot be entered directly. The chairman of the judges, along with the judging panel will decide on the entry considered the best of the individual campaign winners in the General Consumer Awards, Industry Market Awards, Targeted Audience Awards, Corporate Awards, Social Education & Philanthropy Awards and Technique Awards categories.
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