Marketingassets.marketing-interactive.com/awards/PRAwards... · across South Asia, Southeast Asia...

Marketing magazine returns with the sixth edition of the PR Awards to once

again celebrate the most outstanding public relations campaigns and strategies

from around the region, and promote excellence in PR and communications

across South Asia, Southeast Asia and ANZ.

The PR Awards 2019 is the definitive awards programme for PR practitioners on

both the client and agency side. This year, to keep in line with an ever-evolving

industry, the category list has been refreshed, offering 24 categories for entry,

covering diverse disciplines across the public relations spectrum.

Winners will be announced at a prestigious gala dinner in Singapore on 29

March 2019 with entrants competing for Gold, Silver or Bronze trophies in each

category. The brand with the highest number of winning entries will earn the

coveted title of the PR Awards Overall Brand Champion, while the top

performing agency will be crowned with the PR Awards Overall Agency

Champion title.

The PR Awards serves as both an affirmation of the quality of your work

amongst competitors and peers and also as a crucial in-house tool to celebrate

the wealth of talent and expertise in your PR team.

If you are concerned about a potential conflict of interest, rest assured that our

awards committee will ensure that judges do not assess or evaluate their own

work, or that of their competitors, and all sensitive information will be kept strictly

confidential.

Staying true to the Awards’ mission, the entries will be judged by a jury

comprising entirely of respected, senior, client-side PR professionals.

Take a look over the category list and find the most appropriate categories to

maximise your chances. There is no limit to the number of categories you can

enter or the number of projects you can submit.

We wish all entrants the very best of luck with their submissions, and may the

best campaigns win!

See you at the gala dinner on 29 March 2019!

Submission begins: 9th November 2018

Submission deadline: 11th January 2019

The PR Awards is the industry’s premier event celebrating excellence across

the public relations and communications spectrum in South Asia, Southeast

Asia and ANZ regions*.

The awards provide the perfect opportunity for organisations to receive the

recognition their PR strategies deserve and set themselves apart from their

competitors. From one-off stunts to long-term programmes, the awards

recognise brands that have pushed themselves towards measurable success

through sound and strategic communications.

The esteemed panel of expert judges will comprise of senior PR and

communications professionals from well known brands, across a variety of

industries. The judges will be looking for the following key criteria when

assessing the entries – challenge, strategy, execution and results.

Eligible work must have been conceptualised and carried out in South Asia,

Southeast Asia (SEA) and / or ANZ regions for their respective markets. This

allows the awards to celebrate the best public relations departments, partners,

and agencies the region has to offer.

All work, campaigns or initiatives must be launched or active between the

eligibility period of 1 January 2018 to 31 December 2018.

Entries are accepted from clients and agencies but we do ask that agencies get

permission from their clients before submitting to avoid the duplication of entries.

Finalists and winners of the PR Awards 2019 will be celebrated at a grand

ceremony and gala dinner on 29 March 2019 in Singapore, and the winners will

be featured in Marketing magazine in Singapore.

Check out all the details on the Awards site and get involved today!

*Open to entries from Afghanistan, Australia, Bangladesh, Bhutan, Brunei,

Cambodia, East Timor, India, Indonesia, Laos, Malaysia, Maldives, Myanmar,

Nepal, New Zealand, Pakistan, Papua New Guinea, Philippines, Singapore,

Sri Lanka, Thailand and Vietnam.

Award Categories

1. Best Corporate Affairs Strategy

2. Best Crisis Management Strategy

3. Best CSR Communications

4. Best Employee Engagement / Internal Communications

5. Best Engagement for a Targeted Community

6. Best Event-Led PR Campaign

7. Best Insights-Driven PR Campaign

8. Best Launch / Re-Launch Campaign

9. Best Media Relations Strategy

10. Best PR by an In-House Communications Team

11. Best PR Campaign: B2B

12. Best PR Campaign: Consumer Products

13. Best PR Campaign: Entertainment

14. Best PR Campaign: Government / Public Services

15. Best PR Campaign: Luxury

16. Best PR Campaign: Real Estate

17. Best PR Campaign: Services

18. Best PR-Led Integrated Communications

19. Best Regional PR Campaign

20. Best Use of Content

21. Best Use of Influencers

22. Best Use of Social Media

23. Best Use of Technology

24. Most Creative PR Stunt

Overall

25. PR Awards Champion – Agency

26. PR Awards Champion – Brand

Please read the following instructions and specific category requirements to

ensure your entries are submitted successfully.

The entry deadline is 11 January 2019 (Friday).

Eligibility

All work, campaigns or initiatives must be launched or active between the

eligibility period of 1 January 2018 to 31 December 2018.

All work, campaigns or initiatives must have been conceptualised and carried out

in Southeast Asia (SEA) for the SEA market, or for markets that includes at

least one country / market in SEA.

Entrants from the following countries are eligible: Australia, Bangladesh, Bhutan,

Brunei, Cambodia, East Timor, India, Indonesia, Laos, Malaysia,

Maldives, Myanmar, Nepal, New Zealand, Pakistan, Papua New Guinea,

Philippines, Singapore, Sri Lanka, Thailand and Vietnam.

Agencies who submit entries on behalf of the clients should seek permission

before submitting to avoid the duplication of entries.

Entry Submission

The Entry Submission Document should contain the following:

1.Challenge (Max. 300 words) (20%)

2.Strategy (Max. 500 words) (30%)

3.Execution (Max. 500 words) (30%)

4.Results (Max. 450 words) (20%)

5.Appendix

For items 1 – 4, please refer to the judging criteria below. If you are submitting

more than one entry, you should tailor each entry to its respective category

guidelines to help the judging panel fully understand your work in the correct

context.

Any specific information or content intended for judging purposes only must be

clearly indicated in red text, or highlighted in red. Any text in red or

highlighted in red will not be used for publication, and will not be disseminated

beyond the judging panel in any way.

Supporting documentation (graphs, charts, illustrations etc.) and supporting

images (campaign shots, articles etc.) should be submitted in the following

formats:

Required Formats

Entry Submission Document: .pdf

Supporting documents: .pdf, .xls, .ppt, .doc

Images: .jpg, .png

Max. file size (all documents): 10MB

Min. resolution for Images: 300dpi

For videos, you may upload them onto any video-sharing websites e.g. YouTube.

Set the privacy setting to ‘Unlisted’ so that the video is accessible to only those

with the link. Include the direct link in your Entry Submission Document. If you

password-protect it, do include the access password in your document.

Please include a high-resolution campaign photo or image that represents your

entry in your submission that can be used on all marketing material, on the

screen on the night of the awards, and in the magazine etc.

Important: file names should not contain special characters.

Fees (exclusive of GST):

Early-bird rate (until 14th Dec 2018): S$280.00 per entry

Standard rate (from 15th Dec 2018): S$320.00 per entry

Payment modes: Credit card

Credit cards accepted: Visa, Mastercard, Amex

All entries are non-refundable.

For further enquiries, please contact:

Czarina Solomon, Project Manager:

+65 6423 0329 (office)

+65 8112 6351 (mobile)

[email protected]

Rachel Sarmiento, Project Manager:

+65 6423 0329 (office)

+65 8749 0398 (mobile)

[email protected]

mailto:[email protected]






Challenge (Max. 300 words) 20%

Judges will be looking for:

• A clear description of the business / brand consumer challenge that PR was

being asked to address

• Key statistics which help illustrate the scale of this challenge in more detail

Recommended information to submit:

• Start date

• End date

• Target audience

• Key objectives

• Budget

Strategy (Max. 500 words) 30%


• A clear rationale for why you chose this PR approach

• The core insight on which you focused your strategy

• An outline of your message, along with creative and media thinking on how

these were developed to be both distinctive and impactful

Recommended information to submit:

• Which media channels were used and why

• Outline the approach and why it was used

Execution (Max. 500 words) 30%


• An overview of how your strategy was implemented

• The different tactics / medium used within the programme

• The roles of these different tactics / mediums

Results (Max. 450 words) 20%


• The campaign’s bottom-line impact

• Notable changes to the stakeholders’ behavior

• Clear evidence / metrics demonstrating the campaign’s performance

• A clear rationale as to why you believe this qualifies for a PR Award

1. Best Corporate Affairs Strategy

This category recognises the best communications strategy or ongoing

programme by an in-house PR team, PR agency or a combination of both,

that is directed at stakeholders, who could include investors, shareholders,

consumers, employees, customers, industry analysts, government agencies

and / or other constituencies.

Judges will be assessing the overall strategy, as well as the effectiveness in

communicating with stakeholders, promoting favourable image or perception

of the organisation, enhancing the organisation’s positioning, and where

possible, a measured change in sentiment and achieving other corporate

goals.

2. Best Crisis Management Strategy

This category recognises the best planning and / or most effective management

of an issue or crisis by an in-house PR team, a PR agency, or a combination of

both.

Judges will be looking at the PR strategies in place to protect the organisation

or brand reputation in terms of public, media and stakeholder profile.

Due to the sensitive nature of such activities, entrants are reminded to highlight

confidential information in red within their entry – to indicate strictly that it is not

for publication. This category is open to any one off or ongoing management.

3. Best CSR Communications

Recognises the best one-off or ongoing communications programme by an in-

house PR team, PR agency or a combination of both, that has addressed social,

economic or environmental issues the organisation is championing.

Judges will be looking at how the campaign’s PR strategies created genuine

benefits for both the cause and business objectives, as well as strengthening the

company’s image as a responsible entity of society. This category is open to any

one-off or ongoing campaign or initiative.

4. Best Employee Engagement / Internal Communications

This category recognises the most outstanding one-off or ongoing strategic

communication by an in-house PR team, a PR agency, or a combination of both,

that effectively engaged an organisation’s employees and / or internal

stakeholders through a significant company change, issue or problem of an

internal nature.

Judges will be looking at the success displayed in terms of employee /

stakeholders’ satisfaction and performance. This category is open to any one-off

or ongoing campaign or initiative.

5. Best Engagement for a Targeted Community

This category recognises the best community engagement campaign by an in-

house PR team, a PR agency, or a combination of both, that has engaged a

specific target audience effectively, offline or online. This category is open to

any one-off or ongoing campaign or initiative.

Judges will be looking at the nature of the event, communication strategies,

Core business objectives and context within the overall PR campaign.

Attention will also be paid to the campaign’s strategic engagement, positive

action and / or change in community behaviour.

6. Best Event-Led PR Campaign

This category recognises the best use of an event, by an in-house PR team,

a PR agency, or a combination of both, to bring a brand to life and / or deliver

an organisation’s communication needs as part of a wider, strategic PR

campaign. This category is open to any one-off or ongoing campaign or

initiative such as a concert, conference, roadshow, experiential field marketing

activity, sponsorship activation, and any programmes that have incorporated

events.

Judges will be looking at the nature of the event, communication strategies,

core business objectives, context within the overall PR campaign and the ability

to build brand reputation.

7. Best Insights-Driven PR

This category recognises the most outstanding use of insights, analytics and / or

research as a foundation of a PR campaign. This category is open to any

campaign or initiative, by an in house PR team, a PR agency, or a combination

of both, where its research may take place outside the eligibility period, but its

results yielded between the eligibility period.

Judges will be looking at how data has been crucial in driving the campaign’s

core objectives. Entrants should illustrate the details of the target audience, how

they were engaged via the campaign and the measurements of success.

8. Best Launch / Re-Launch Campaign

This category recognises the best use of PR for the launch or re-launch of a

product or service. This category is open to any campaign or initiative by an in-

house PR team, a PR agency or a combination of both.

Judges will be looking at the role and contribution of PR in the campaign, such

as brand share of voice, buzz and public awareness, and an increase in

conversations about the product or service.

9. Best Media Relations Strategy

This category recognises the best on-going strategy to effectively build relations

with, and engage members of the media to promote an organisation’s strategic

aims, products and / or services. This category is open to on-going strategies

by an in-house PR team, a PR agency, or a combination of both, but entries

can use a one-off campaign to illustrate effectiveness as part of a wider strategy.

Judges will be looking for PR and communication strategies for the media, the

coverage as a result and the subsequent rise in brand awareness.

10. Best PR by an In-House Communications Team

This category recognises the best campaign, initiative and / or strategy created

and conducted solely by an in-house PR team, who did not engage or rely on

PR agencies. This category is open to any one-off or ongoing campaign,

initiative and or strategy.

Judges will be looking at creativity and innovation, as well as the strategy and

execution of any given programme. Entrants should be able to evidence impact

on the organisations’ external reputation as well as building the importance of

thecommunications role internally, particularly in regards to the C-Suite.

11. Best PR Campaign: B2B

This category recognises the best one-off or ongoing business-to-business

PR / communications campaign, by an in-house PR team, a PR agency or a

combination of both, that effectively engaged members of the media to raise

awareness of a B2B product, service, or other business objective.

Judges will be looking at the role and contribution of PR / communications in the

campaign strategies that contributed to the product, services, and / or brand

objectives. Entrants should be able to outline creative and innovative elements,

successful execution, and be able to evidence the ability of the campaign to

increase share of voice, generate buzz and public awareness about the product

or service in the media, and show how ROI was measured and how the

campaign and / or business goals were achieved or exceeded.

12. Best PR Campaign: Consumer Products

This category recognises the best one-off or ongoing PR / communications

campaign, by an in-house PR team, a PR agency or a combination of both,

that has effectively engaged members of the media to raise awareness of a

product. Product campaigns could range from FMCG, fashion / beauty items

and cars, to electrical goods.

Judges will be looking at the role and contribution of PR / communications in

the campaign strategies that contributed to the product and business objectives.

Entrants should be able to outline creative and innovative elements, successful

execution, and be able to evidence the ability of the campaign to increase

share of voice, generate buzz and public awareness about the product in the

media, and show how ROI was measured and how the campaign and / or

business goals were achieved or exceeded.

13. Best PR Campaign: Entertainment

This category recognises the best one-off or ongoing entertainment PR /

communications campaign, by an in-house PR team, a PR agency or a

combination of both, that effectively engaged members of the media to raise

awareness of an entertainment product or service. Entertainment campaigns

could include films, TV shows, music, concerts, books, newspapers, sporting

events etc.


the campaign strategies that contributed to the product and business objectives.


execution, and be able to evidence the ability of the campaign to increase share

of voice, generate buzz and public awareness about the product in the media,

and show how ROI was measured and how the campaign and / or business

goals were achieved or exceeded.

14. Best PR Campaign: Government / Public Services


campaign, by an in-house PR team, a PR agency or a combination of both, that

effectively engaged members of the media to raise awareness about a

government or public service initiative. Government and / or public service

initiatives could include employment, economy, transport, commerce and

industry, environment, social welfare, education, infrastructure development,

culture & recreation, or government / community services.


campaign strategies that contributed to the product, services, and / or business


successful execution, and be able to evidence the ability of the campaign to

increase share of voice, generate buzz and public awareness about the product

or service in the media, and show how ROI was measured and how the


15. Best PR Campaign: Luxury



that effectively engaged members of the media to raise awareness of a luxury

brand, product or service.


the campaign strategies that contributed to the product, services, and / or

business objectives. Entrants should be able to outline creative and innovative

elements, successful execution, and be able to evidence the ability of the

campaign to increase share of voice, generate buzz and public awareness

about the product or service in the media, and show how ROI was measured

and how the campaign and / or business goals were achieved or exceeded.

16. Best PR Campaign: Real Estate



that effectively engaged members of the media to raise awareness of one or

more specific properties.

Real estate can include residential, commercial and / or industrial land.


campaign strategies that contributed to the property and / or business


successful execution, and be able to evidence the ability of the campaign

to increase share of voice, generate buzz and public awareness about the

property in the media, and show how ROI was measured and how the campaign

and / or business goals were achieved or exceeded.

17. Best PR Campaign: Services


campaign, by an in-house PR team, a PR agency or a combination of both, that

has effectively engaged members of the media to raise awareness of a specific

service. Services could include cinemas, retail stores, eCommerce sites, travel

(airlines, taxis, trains etc.), hotels, restaurants, theme parks etc.


campaign strategies that contributed to the service and / or business objectives.


execution, and be able to evidence the ability of the campaign to increase share

of voice, generate buzz and public awareness about the service in the media,

and show how ROI was measured and how the campaign and / or business

goals were achieved or exceeded.

18. Best PR-Led Integrated Communications

This category recognises the best integrated communications campaign led

by an in-house PR team, a PR agency or a combination of both, that

successfully utilised at least 3 channels. This category is open to any one-off

or ongoing campaign or initiative.

Judges will be looking at the role PR played in the strategic development and

implementation of a programme, as well as streamlined PR strategies that

drove core business objectives, and evidence of creativity, execution, impact

and effectiveness.

19. Best Regional PR Campaign



that has effectively engaged members of the media to raise awareness of a

specific brand, product or service in at least two Southeast Asian and / or

ANZ markets.


the campaign strategies that contributed to the product, services, and / or brand


successful execution, and the ability of the campaign to understand and adapt

to specific audience / cultural differences. Entrants should also be able to

evidence an increased share of voice, how they generated buzz and increased

public awareness about the product or service in the media, and show how

ROI was measured and how the campaign and / or business goals were

achieved.

20. Best Use of Content

This category recognises the most creative and effective use of content, by

an in-house PR team, a PR agency or a combination of both, within a one-off

or ongoing PR campaign. Content could include copywriting, graphics and / or

video etc.

Judges will be looking for creativity and originality of content. Entrants should be

able to show how the brand, product or service’s story was developed and

tailored to the target audience, how the media strategy was developed and

executed across various channels, and how the successful execution delivered

an increased level of awareness, as well as how ROI was measured and how

the campaign and / or business goals were achieved or exceeded.

21. Best Use of Influencers

This category recognises the most creative and effective use of influencers, by

an in-house PR team, a PR agency or a combination of both, within a one-off

or ongoing PR campaign, in order to engage directly with a target audience or

increase brand awareness, communicate key messages and meet business

objectives.

Judges will be looking at how the PR team leveraged an influencer’s position

as part of the PR strategy, how the content and delivery fit into the brand and

campaign’s overall strategy, and how by incorporating the influencer element

the campaign was successfully impacted. Entrants should be able to outline

creative and innovative elements, successful execution, and evidence an

increased level of awareness, as well as how ROI was measured and how the


22. Best Use of Social Media

This category recognises the best use of social media, by an in-house PR

team, a PR agency or a combination of both, within a one-off or ongoing PR

campaign. Social media channels could include Facebook, Instagram, Twitter,

the use of blogs, mobile apps, and / or other emerging social channels.

Judges will be looking for innovative PR strategies and creative execution.

Entrants should be able to demonstrate a well thought out strategy, a clear

understanding and appropriate use of social media channel(s) to communicate

with target audiences while driving core campaign and business objectives.

Entrants should also be able to evidence how the successful execution

delivered an increased level of awareness, as well as how ROI was measured

and how the campaign and / or business goals were achieved or exceeded.

23. Best Use of Technology

This category recognises the most creative and innovative use of technology,

by an in-house PR team, a PR agency or a combination of both, within a one-

off or ongoing PR campaign, to engage with target audiences. Technologies

could include event ticketing technology, customer experience technology,

interactive digital screen technology, use of bespoke apps, etc.

Judges will be looking for innovative PR strategies and effective ways that

technology was used to improve audience engagement and customer

experience. Entries should focus on how the actual technology was leveraged,

and entrants should also be able to evidence how the successful implementation

of technologies delivered an increased level of awareness, as well as how ROI

was measured and how the campaign and / or business goals were achieved or

exceeded.

24. Most Creative PR Stunt

This category recognises the most creative, innovative and effective PR stunt

by an in-house PR team, a PR agency or a combination of both, designed to

attract its target audiences’ attention; this could be part of a one-off or ongoing

PR campaign or initiative.

Judges will be looking for a clear strategy and demonstration of creative content

and execution that drove the brand’s core business objectives and awareness.

Entries should focus on how the stunt was developed and successfully executed

to engage a specific target audience, and how the stunt was leveraged to

effectively engage members of the media to raise awareness of a specific brand,

product or service. Entrants should be able to evidence how the successful

implementation of the stunt delivered an increased level of awareness, as well as

how ROI was measured and how the campaign and / or business goals were

achieve or exceeded.

25. PR Awards Champion – Agency

Given to the agency that performs best at the PR Awards. The highest honor,

this award is not open for entry. It is awarded to the agency with the highest

number of winning entries as determined by the PR Awards judging committee.

26. PR Awards Champion – Brand

Given to the brand that performs best at the PR Awards. Like its agency

counterpart, this award is not open for entry. It is awarded to the brand with the

highest number of winning entries as determine by the PR Awards judging

committee.

Please also take note of the specific category criteria and ensure all areas

mentioned are covered within your submission as the judging panel will be

looking for these details.

highlighted in red

highlighted in re dEntry fees are non-refundable.

Entries will not be considered for judging if payment is not received when

judging commences. The judges’ decisions are final.

The overall winner is decided based on the following scoring system. The

entrant with the highest points will be crowned as overall winner.

Gold – 4 points

Silver – 2 points

Bronze – 1 point

Without prior notice, Marketing magazine reserves the right to merge

categories or dissolve any categories should it be deemed necessary.

Should a category or categories be dissolved, entries in that category /

categories will not be refunded.

The entrant agrees that Marketing magazine or Lighthouse Independent

Media will not accept responsibility for errors or omissions reproduced in the

presentation of Marketing magazine or for work lost or damaged under any

circumstances.

Any specific information or content intended for judging purposes only must be

clearly indicated in red text or highlighted in red .

Any information indicated in red text or highlighted in red will not be used

for publication, and will not be disseminated beyond the judging panel in any

way.

The entrant grants Marketing magazine permission to show material from the

entries at the awards presentation, in the magazine and at any time as deemed

appropriate – unless otherwise indicated as for judging purposes only.

Important

Please note that after the submission deadline, all details on the entry

submission form, including brand names, credits etc., are FINAL and cannot be

changed and / or transferred to another party. Details will be presented

accordingly on the prize announcements as well as on trophy(ies) and / or any

other awards-related materials.

Any changes made after submission will be charged 10% of the original entry

fee. Finalists need to be present, or appoint a representative to be present, at

the awards gala dinner in order to receive their trophy(ies) should they win.

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