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ENTRY GUIDELINE

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The PR Awards is back for a seventh year to recognise and reward the very best in the PR and Communications industry.

Judged by an independent panel of senior client-side communications experts, the PR Awards continues to be the definitive awards programme for all PR professionals.

This year, we have 27 refreshed categories available for both clients and agencies to enter. Set yourself apart and demonstrate to our expert judging panel of industry leaders why you should be a winner at the next PR Awards.

Finalists and winners will be celebrated at a fabulous gala dinner ceremony. Don’t miss our deadline and we wish all entrants the very best of luck with their submissions!

AWARD CATEGORIES

1. Best PR Campaign – Corporate Social Responsibility 2. Best PR Campaign – Digital Communication 3. Best PR Campaign – Finance and Insurance 4. Best PR Campaign – Food and Beverage 5. Best PR Campaign – Lifestyle and Entertainment 6. Best PR Campaign – Loyalty 7. Best PR Campaign – Partnership/Sponsorship 8. Best PR Campaign – Public Awareness 9. Best PR Campaign – Retail 10. Best PR Campaign – Sustainability 11. Best Experiential Campaign 12. Best Innovative Campaign13. Best Promotional Campaign 14. Best Reputation/Brand Management Campaign15. Best Result-Driven Campaign 16. Best Engagement – Mass Community17. Best Engagement – Targeted Community18. Best Integrated Communications 19. Best Launch/Rebranding 20. Best PR Event 21. Best Use of Content 22. Best Use of Social Media23. Best Use of Technology24. Best Influencers Strategy 25. Best Storytelling Strategy26. Best Growth PR Agency 27. Campaign of the Year

PR AWARDS 2020 | 1

ABOUT THE AWARDS

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This document is designed to assist you with your entry submission.

Please read the following instructions and category requirements to ensure your entry is submitted successfully.

The entry deadline is Friday, 5 June 2020, 23:59

ELIGIBILITYThe campaign or initiative must have been launched or activated between the eligibility period of 1 May 2019 - 31 May 2020.

Note: Work submitted for last year’s PR Awards cannot be resubmitted for this year’s event.

All categories are open to client-side marketers, domestic agencies or international agencies based in Hong Kong.

The campaign or initiative must have been conceptualised and implemented in Hong Kong or China for a market that includes Hong Kong or China.

Agencies are allowed to submit one marketing campaign for multiple categories. It is strongly advised that submissions are tailored to suit the respective categories.

Important: To ensure a fair result, Marketing enforces a system that judges will not have access to entries submitted by their own organisation or other organisations from the same industry.

KEY DATES

Entries close Friday, 5 June 2020 23:59

Finalists announced 17 July

Gala dinner 28 August

SUBMISSION OVERVIEW

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TOTAL: 100%

Context/challenge (10%) (1 slide)

• A clear description of the business/brand consumer challenge that public relations was being asked to address.

• Any key statistics which help illustrate the scale of this challenge in more detail.Mandatory information to submit: Start date, end date, key objectives, target audience, budget.

Strategy (30%) (2 slides)

• A clear rationale of 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.

• How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale.

JUDGING CRITERIA

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Execution (30%) (2 slides)

• An overview of how your campaign/strategy was implemented.

• The different tactics/medium used within the campaign or initiative.

• The roles of the different tactics/medium.

Results (30%) (2 slides)

• The campaign’s bottom-line impact.

• Notable changes to the stakeholders’ behaviour.

• Clear evidence/metrics demonstrating the campaign’s performance.

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

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STEP 2CONTACT PERSON1. Full name:2. Email:3. Mobile number:4. Company name: 5. Direct line:6. Mailing address:7. Job title:

STEP1START REGISTRATIONEmail address (you’ll have to sign up with your email address and create a password before proceeding with the online submission process).

STEP 3ENTRY DETAILS1. Category:2. Name of campaign/initiative/programme:3. Name of client organisation: (all Ltd./Limited/Holdings Limited will be omitted):4. Name of brand (if different from client organisation):5. PR agency (if any):6. Upload submission document*:7. Logo of the client organisation (min. 300 dpi):8. Image(s) of campaign (for editorial):

ENTRY REQUIREMENTS

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This is the information and documents required for the entry submission. You may want to get them prepared in advance.

Any or all information (unless specified as confidential and for use only for the judging process) may be used during and after the PR Awards gala dinner, and on any related materials, including trophies, signage and Marketing magazine’s print and online editions.

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SUBMISSION TEMPLATE

1. Entry details – 1 slide.2. Entry video link – (optional).3. Challenge – 1 slide.4. Strategy – 2 slides.5. Execution – 2 slides6. Result – 2 slides7. Supporting visuals – 2 slides max (optional)

Download template:http://assets.marketing-interactive.com/hk/awards/PRA2020/PRA2020_Template.pptx

Marks may be deducted if the entry submission exceeds the outlined number of slides allowed.

* Any specific information or content intended for judging purposes only must be clearly indicated in red text or highlighted in red and will not be used for publication, and will not be disseminated beyond the judging panel in any way.

** Videos can be uploaded to any video sharing website, e.g. YouTube. Set the privacy settings to “unlisted” so the video is accessible only to those with the link. The video must not exceed three minutes.

After the submission deadline, all details on the entry submission form (including company names, accreditation and so on) are FINAL and can not be changed and/or transferred to another party. Details will be presented accordingly on the prize announcements as well as on trophies and/or any other awards-related materials.

Also, please ensure that all details are submitted in English only. Please check your submissions thoroughly. Any invalid or incomplete submissions will be subject to a penalty deduction of your total score.

FEESHK $1580 per entry.Payment modes: Credit cards (Visa, Mastercard, American Express).

Payments made by cheque and bank transfer must exceed a total of HK$10,000. An invoice will be sent to you upon confirmation of your entry submissions.

Entry fees are non-refundable. Trophy is not included in the entry fees.

CONTACT USFor further enquiries, please contact:Nicholas Lam+852 2695 6620nicholasl@marketing-interactive.com

Gigi Ip+852 2695 6616gigii@marketing-interactive.com

ENTRY REQUIREMENTS

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1. Best PR Campaign – Corporate Social Responsibility

This category recognises the best communication programme that has addressed social, economic or environmental issues the organisation is advocating and championing. It is open to any one-off or ongoing campaign or initiative. 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.

2. Best PR Campaign – Digital Communication

This category recognises the most outstanding PR campaign in the sphere of online communications (website, chatbot, mobile app, social media, etc) which has successfully created online brand assets and audience engagement. This category is open to any one-off or ongoing campaign or initiative. Entrants should demonstrate PR strategies with a digital-first approach, and tangible results, across multiple digital channels or on one particular channel where the campaign excelled.

3. Best PR Campaign – Finance and Insurance

This category recognises the most effective ongoing campaign or one-off project in the finance and insurance sector. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

4. Best PR Campaign – Food and Beverage

This category recognises the most effective ongoing campaign or one-off project in the food and beverage sector. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

5. Best PR Campaign – Lifestyle and Entertainment

This category recognises the most effective ongoing campaign or one-off project in the lifestyle and entertainment sector. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

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6. Best PR Campaign – Loyalty

This category recognises the best campaign that has shown a strong and significant impact on customer loyalty perception due to public relations. Judges will be looking at the role PR played in the strategic development and implementation of a CRM programme, which successfully built loyalty, helped to retain business and enhanced the customer proposition.

7. Best PR Campaign – Partnership/Sponsorship

This category recognises the best PR campaign that successfully increased brand awareness through partnership or sponsorship programmes. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

8. Best PR Campaign – Public Awareness

This category recognises the best PR campaign by a corporate entity that successfully increased awareness or changed opinion by implementing public education to the public or targeted community. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategy and overall contribution of PR in the campaign’s success, how it drove core campaign objectives and yielded evidence-based results, core message, positive action and/or change in public behaviour.

9. Best PR Campaign – Retail

This category recognises the most effective ongoing campaign or one-off project in the retail sector. Supporting details for this category: The role and overall contribution of PR in the campaign’s success, how it drove core business objectives, and how it yielded evidence-based results.

10. Best PR Campaign – Sustainability

This category recognises a PR campaign or ongoing project that best implemented a sustainability strategy in promoting or enhancing corporate reputation. Entrants should able to outline creative and innovative elements, successful execution, and evidence on how the campaign generated sustainable benefits to the community.

CATEGORY GUIDELINES

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11. Best Experiential Campaign

This category recognises programmes that focused primarily on helping consumers experience a brand, which can be new or existing in the marketplace; and campaigns that engaged as many of the human senses as possible. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

12. Best Innovative Campaign

This category recognises the most innovative and mind-blowing concept used in a PR campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Originality of the idea, creativity and the implementation of this idea, and PR strategy which delivered measurable results.

13. Best Promotional Campaign

This category recognises the most effective, attention-grabbing promotional PR campaign. This category is open to any one-off or ongoing campaign or initiative. Entrants should include information on the aim, size of the event/activity and whether it stood alone or was part of a larger campaign. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

14. Best Reputation/Brand Management Campaign

This category recognises the best PR campaign designed to enhance, promote or improve the reputation of an organisation with the public. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

15. Best Result-Driven Campaign

This category recognises the most outstanding PR campaign that demonstrated how the campaign drove significant results in achieving the business goal. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective PR and communication strategies that contributed to the success of the campaign, audience profile, objectives and outcomes.

16. Best Engagement – Mass Community

This category recognises the best campaign that engaged the mass community through smart and highly effective PR communication strategies. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR communication strategies, business objectives achieved, and the attendees’ responses and feedback.

17. Best Engagement – Targeted Community

This category recognises the best community engagement campaign that has engaged a specific target audience effectively – offline or online. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Strategic engagement, positive action and/or change in community behaviour, attendees’ profiles, and attendees’ responses and feedback.

18. Best Integrated Communications

This category recognises the best integrated communications campaign that successfully utilised at least three channels. Some examples of these channels are digital, mobile, social media, print, TV, outdoor, events, and others. 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 Launch/Rebranding

This category recognises the best use of PR for the launch or rebranding of a product and/or service. This category is open to any one-off or ongoing campaign or initiative. 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 and/or service.

CATEGORY GUIDELINES

CATEGORY GUIDELINES

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20. Best PR Event

This category recognises the most outstanding event that was organised either in support of public relations objectives or as part of a wider public relations campaign. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and execution that led to the campaign’s success.

21. Best Use of Content

This category recognises the most effective use of content marketing to accommodate the overall PR campaign, designed to enhance credibility and to attract media coverage. This can range from print publications, online newsletters to video channels. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: A clear demonstration of creative content and execution that drove the brand’s core business objective and awareness (good to have evidence of media coverage).

22. Best Use of Social Media

This category recognises the best one-off or ongoing campaign that demonstrated an innovative and effective use of social media channel(s) such as Facebook, Instagram, Twitter, blogs, mobile apps, and/or other emerging social channels. Supporting details for this category: Innovative PR strategies, creative executions and public responses. Entrants should show 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 best PR campaign that was enhanced or driven by the creative use of technology, for example, the use of artificial intelligence, virtual reality, chatbots or other clever tech-led solutions. Judges will be looking for innovative PR strategies and effective ways that technology was used to improve audience engagement and the customer experience.

24. Best Influencers Strategy

This category recognises the best PR campaign that employed influencers such as bloggers, artists, celebrities, key opinion leaders, and others. This category is open to any one-off or ongoing campaign or initiative. 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 fitted into the brand and campaign’s overall strategy, how ROI was measured, and how the campaign and/or business goals were achieved or exceeded.

25. Best Storytelling Strategy

This category recognises the best PR campaign that created the most successful brand or consumer stories. Supporting details for this category: Originality of the idea, creativity, and the implementation of this idea and PR strategy which delivered measurable results.

26. Best Growth PR Agency

This category recognises the best PR agency that has shown remarkable growth within the eligibility period. Judges will be looking at an agency’s achievements, including data showing revenue and profit growth, client wins, employee growth, and development.

27. Campaign of the Year

This category recognises the best PR campaign which showed a command of an impressive number of PR tools, tactics and strategies. This award welcomes any specialised PR campaign that was notable for its outstanding results. Entrants should be able to provide evidence on how the successful implementation of the campaign 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.

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Entry fees are non-refundable.

Entries will not be considered for judging if payment is not received within five working days upon being invoiced, if an invoice is required before payment.

Upon submission deadline, all details on the entry submission form, including company names, credits and so on, 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 trophies and/or any other awards-related materials.

Any changes made after submission will be charged 10% of the submission fee.

Also, please ensure that all details are submitted in English only.

The judging panel’s decision is final.

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. This information will not be used for publication, and will not be disseminated beyond the judging panel in any way.

TERMS & CONDITIONS

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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.

The decisions of Marketing magazine in all matters relating to the PR Awards shall be final and binding.

For further enquiries, please contactNicholas Lam Gigi Ip+852 2695 6620 +852 2695 6616nicholasl@marketing-interactive.com gigii@marketing-interactive.com

PR AWARDS 2020