This award honors the success in the arts and entertainment, including films, magazines, TV shows, books, newspapers and websites. Entries for outstanding work in promoting individual celebrities are also welcome.
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.
This category will award the innovative use of broadcast/video which combines creativity, cost-effectiveness, and overall impact will be considered. A copy of the video, film program, VNR, ANR, SMT, b-roll, or online footage must be included with the entry.
This category recognises the most effective, creative and innovative use of content by a consultancy, in-house team or a combination of both. The judges will look at the objective, overarching strategy and method deployed and executed across multiple channels. How your content told your brand’s story, your targeted audience, the platform you chose, your distribution strategy and outcome.
This category awarded to the most successful campaign in creation of omni-channel digital content across different digital platforms and devices which enhances meaningful consumer engagement. Judges recognize the best use of digital platforms using creative ideas to execute/support PR campaign across multiple channels or in one particular channel where the campaign excelled. Judges will also look at a clear approach and execution with tangible results of digital strategies across platforms.
This category recognizes the social media efforts to implement and enhance the PR campaign that were utilized to build successful brands. The strongest entries demonstrate well thought out strategies that work in synergy using innovative content to achieve campaign objectives.
This category focuses on PR campaigns using entertaining and engaging content in the form of a game, competition or other interactive media forms such as virtual and augmented reality or mixed reality (VR/AR/MR). Judges will be looking to reward the originality and creativity of the marketing video demonstrated strong visual impact and resonated with the targeted audience.
This award recognises outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer brand (product) using PR.
This award recognises outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer brand (service) using PR.
This category awards businesses where the target audience might be a niche business sector or the business community at large. Entries that involve switching to the consumer market should be entered in either the Consumer Launch or the Product Brand Development categories.
This category recognizes campaigns that raise awareness of a cause or issue related to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help changing behavior. The winning campaign will be expected to provide data to support its claims, where appropriate.
This category recognizes campaigns that raise awareness of a cause or issue that is relevant to the public - but does not fall in the category of ‘equality & inclusion’ - and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.
This category is awarded for the launch of a new product or service using PR. The ability to create buzz and brand recognition, as well as evidence of sales/usage, are all essential factors in determining the winner.
This award honours the most outstanding use of PR in the launch of a new company, or in a corporate rebranding and repositioning initiatives. The judges will look at the strategic approach; evidence of success in building corporate reputation, enhancing company positioning, communicating with investor or other stakeholder, or achieving other corporate goals.
This category awarded to corporate publication which includes both printed material and electronically published material produced on behalf of an organisation. This includes either an external audience or internal stakeholders to meet specific PR objectives. Three different sample copies should be included as your support material (online).
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. How it creates sustainable benefits to society while enhancing corporate reputation, employee retention and customer loyalty.
This award recognises a campaign or ongoing project that utilises or integrates environmental responsibility to promote or enhance corporate image or specific products/services. Judges recognise a campaign or an ongoing project that creates sustainable benefits to the environment while enhancing corporate reputation, employee retention and customer loyalty.
This category awarded to the campaign with successful PR/communication strategies in engaging audiences to bring the brand story to life. Judges recognise the use of a brand activity or live event to build the value and brand reputation as part of a wider strategic PR campaign.
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.
This award recognises 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.
This category awards the most effective, creative and innovative PR campaign that engages influencers to increase brand awareness and achieve business objectives. Judges will be looking at how you leverage influencers as part of the PR strategy and demonstrate the effectiveness of incorporating the influencer marketing element. It is also important to show evidence that the goals had been reached or exceeded and how you measure the campaign ROI.
This award recognises the best holistic integrated campaign that utilised at least three channels to achieve results. The campaign must be PR-led, and demonstrates the creativity, innovation, impact and effectiveness. Judges will be looking at the role of PR played in the strategic development and implementation.
This award recognises the strategic communication or significant project has engaged internal stakeholders such as communicating a merger or acquisition, change management, rebranding, restructuring, layoffs, or other issue/problem of an internal communications/employee engagement nature. Judges will recognise excellence in engagement that inspires action and drives the employee experience forward through on-going strategic relations to promote organisational objectives.
This award recognises the most effective and successful use of media relations in a wider public relations context that meets client and/or campaign objectives. Judges will be looking for evidence on budget, strategy and tactics, including creativity and innovation and how it influences and changes behaviour among the target audiences.
This category awarded to the most effective work for or by a charity, voluntary or non-profit organisation for fundraising, or in changing/enlisting political, public, or corporate opinion. The judges will look at the overall communication strategies, messaging, budget and the cost-effectiveness of the campaign; demonstrate unconventional tactics, measurement of success and, in the case of fundraising activities, the amount of monies received.
This award looks for effective brand event strategy which builds the value and reputation of the brand/product as part of a wider PR Campaign. This is open to any type/scale of event such as product launch, road show, concert etc. Judges will look for how the campaign reached wider audience via effective communication, value added service to build brand loyalty, and the objectives and results.
This award recognises the most effective and innovative PR/communication strategies, striking promotional event of the year. Judges will look at the campaign effectiveness including messaging, target audience and information on size and type of the activities, cost breakdown, and whether it was a stood alone or integrates to a wider campaign.
This award recognises the most effective use of PR to change/enlist political and/or public opinion utilising public affairs tactics. Judges will be looking for evidence of work in research, media relations, grassroots community activity, lobbying and the distinct role and results of public affairs and lobbying.
This category recognises the most effective work done to implement a successful public education to raise public awareness and/or change opinion or behaviour to the targeted community. Judges will look at the strategy, core message, changed in public behaviour or opinion and the contribution of PR that led to success of the overall campaign.
This category recognises the most effective and successful use of PR by a public sector organisation, government departments and PR consultancies working in partnership with them. Judges will look for the most effective campaign or communication programme on a single topic such as health, crime, defence, etc.
This award recognises the effective communication in the context of an issue or reputational-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 as well as implantation of tactics and how negative impacts were avoided, positive achieved and improvements made. Because of the sensitive nature, entrants may mark parts of their submission as strictly confidential and not for publication.
This award recognises successful campaign that demonstrates the best use of PR to promote a live sporting activity/event or brand. Judges will look at marketing efforts and brand communications that impact brand or organisation perception.
This category awards the innovation use of technology and most effective business-to-business or consumer campaigns. These may include, but are not limited to, product launches or innovations, uses and applications of technology, or technological issues and advancements. Judges will look at innovative and effective ways that technology has been incorporated into the PR campaign, how technology is used to deliver action orientated communications or experiences that have a tangible effect and pivotal to its success.
This award recognises the campaign that is most effectively executed in Australia and/or New Zealand. Entries in this category are not precluded from entering any of the other campaign categories.
This award recognises the campaign which has effectively executed in the Greater China region. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include China, Hong Kong, Macau and Taiwan.
This award recognizes the campaign that is most effectively executed in Japan and/or Korea. Entries in this category are not precluded from entering any of the other campaign categories.
This award recognizes the campaign that is most effectively executed in South Asia. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka.
This award recognizes the campaign that is most effectively executed in Southeast Asia. Entries in this category are not precluded from entering any of the other campaign categories. Markets can include Cambodia, Indonesia, Laos, Malaysia, Myanmar, Philippines, Singapore, Thailand and Vietnam.
This award recognizes the campaign that is most effectively executed across at least 3 countries in Asia. This category is open to PR campaigns with a purely Asian focus, or a global campaign that includes at least 3 countries in the Asia-Pacific region. Entries in this category are not precluded from entering any of the other campaign categories.
This category awarded to PR professionals within in-house departments or PR consultancies who are at the age of 30 or under as of 5 March 2020. Nominations are accepted from employers, who should include details of the nominee’s career history, their exact age, and professional qualifications. Please include client testimonial(s) as support material.
This category awarded to in-house corporate, government, or non-profit communications team, this award recognises success in addressing issues related to management, corporate communications, and campaign execution, including crisis situations.
This award recognises the work of an in-house PR professional, whose leadership is advancing the public relations profession. Judges will look for evidence of outstanding achievement within the client side of the PR industry, scope, innovation, leadership and industry contribution within the eligibility period.
This category awarded to an individual who has demonstrated innovation and leadership in their agency and to the profession. Judges will look for evidence of outstanding achievement within the agency side of the PR industry, innovation, leadership, new business development initiatives, scope and industry contribution during the eligibility period.
This category awarded to outstanding professional performance by an individual who has full operational responsibility for either a specific consultancy, or a network of consultancies.
Open to any PR consultancy in Australia or New Zealand. Entries may be a single office or national entry at the discretion of the entrant.
Open to any PR consultancy in Greater China (applicable markets: China / Hong Kong / Macau / Taiwan). Entries may be a single office or national entry at the discretion of the entrant.
Open to any PR consultancy in Japan or South Korea. Entries may be a single office or national entry at the discretion of the entrant.
Open to any PR consultancy in South Asia region (applicable markets: Bangladesh, Bhutan, India, Nepal, Pakistan and Sri Lanka).
Open to any PR consultancy in Southeast Asia region (applicable markets: Cambodia, Indonesia, Laos, Malaysia, Myanmar (Burma), Philippines, Singapore, Thailand and Vietnam).
Open to any boutique PR consultancy in Asia-Pacific. Entries may be a single office or national entry at the discretion of the entrant. Entrants must be majority-independent owned, or at minimum 51 per cent privately held. Consultancies that are not eligible are those who are either majority or fully backed by a holding company or network including sharing resources or the holding group/brand’s name. Judges will require to provide proof and will disqualify entries that are not adhere to this rule.
This award recognises the agency that demonstrated a distinct and passionate work culture in line with the company’s vision and values. The best culture fosters collaboration — inspiring others and creating a place that helps to attract and recruit talent – and ultimately business growth. Entrants should demonstrate how the agency cultivates a culture to drive forward thinking and challenge conventions.
Entries should 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 to service clients. Emphasis should be placed on the agency’s achievements within the eligibility period.
***This award cannot be entered directly. *** The judging panel will decide on the entry considered the best of the individual campaign winners in the Campaign categories.
