golden target awards 2020 1 - public relations institute ... · 12. influencer campaign...

GOLDEN TARGET AWARDS 2020 1

Entry Kit


You’re invited to enter Australia’s longest-running and most prestigious public relations and communications industry awards applauding the crème-de-la-crème of strategic and creative thinking, executional excellence, and high-achieving people, teams and agencies across the nation that have transformed businesses, brands and reputations.

As we welcome a new decade, we have raised the bar to ensure the PRIA Golden Target Awards program is world-class and easier for entrants and judges. Categories, criteria and judging have all been enhanced.

For the first time we are focusing on national Golden Target Awards only with Bronze, Silver and Gold trophies up for grabs across campaign, individual, team and agency sectors.

Two special awards will be bestowed by judges from the pool of Gold trophy winners: Excellence in Measurement and Evaluation and the esteemed Platinum trophy for the year’s most outstanding campaign - the pinnacle of success.

Judges no longer need to be PRIA members allowing us to diversify and elevate the expertise of our specialist panel. Your work will be assessed by in-house and agency heavyweights under the guidance of Chief Judge, industry icon Jackie Crossman.

This is your chance to showcase your best work, brightest talent and incredible achievements to Australia’s leading communicators.

CALL FOR ENTRIES


ELIGIBILITY The judging period is 1 July 2019 to 30 June 2020. For campaigns, work must have been delivered during this time and shown results and outcomes even if elements were previously in market.

DEADLINES Standard entries: 6pm AEST Friday 31 July 2020 $350 PRIA members or $750 non-members

Late entries: 6pm AEST Friday 28 August 2020 $450 PRIA members or $850 non-members

FINALISTS AND AWARDS PRESENTATIONThe 2020 PRIA Golden Target Awards shortlist will be announced Friday 25 September and awards presented Thursday 29 October.

ENTRY OVERVIEWSubmitting Your EntryAccess the entry portal via www.pria.com.au/events/golden-target-awards/overview/ and follow the prompts. If you do not have a login, please register to begin.

Word Limit A strict 1000-word limit is imposed by the entry portal.

Entry PresentationAll copy must be submitted in plain text. Judges will evaluate entries on their substance not their style.

Supporting MaterialAll supporting material must be in digital format either as an upload or embedded link.

PaymentEntries must be paid before being finalised. The entry portal only accepts payments by credit card.

Confidential InformationWe respect that some information in your entry may be confidential or sensitive. Mark this clearly with the word CONFIDENTIAL (caps and bold) then put the specific text in itallics.

Ask The PRIAHave a question? Email [email protected] or Chief Judge at [email protected]

SNAPSHOT

https://www.pria.com.au/events/golden-target-awards/overview/


JUDGING CRITERIAEntries must address the following criteria:

1. The brief (5% of mark) Outline the communications challenge, opportunity or task including the organisation’s goals and objectives and how the campaign was expected to contribute to achieving these outcomes.

2. Research (10% of mark) Explain the research undertaken to understand the issue - for example desk research, interviews, surveys and media audits - and the insights derived from this.

3. SMART Objectives (5% of mark) Provide communications objectives that are Specific, Measurable, Achievable, Relevant and Time-bound.

4. Target Audiences (5% of mark) Identify each target audience and their relevance to the campaign.

5. Communications Strategy (25% of mark) Provide a clear overarching strategy that guided tactical development and execution.

6. Execution (25% of mark) Tell us how the campaign rolled out creatively and tactically linking executional elements back to your umbrella strategy.

7. Results and Impact (25% of mark) Demonstrate how the campaign achieved its goals and SMART objectives. Do not include Advertising Value Equivalency (AVE) as the PRIA does not support this measure.

CAMPAIGN AWARDS


CATEGORIES You may enter a campaign in a maximum of three categories:

1. B2B Campaign Recognising work to promote products and/or services from one business to another, a business sector or the business community at large.

2. Community Relations and Engagement Highlighting campaigns that successfully improve connections and relationships between targeted communities and organisations.

3. Consumer Campaign – Product Honouring outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer product brand or the launch of a new product or brand.

4. Consumer Campaign – Service Applauding outstanding success in the ongoing development, repositioning, reinvigoration or re-launch of an established consumer service brand or the launch of a new service or brand.

5. Corporate Reputation Management Campaign Acknowledging campaigns which launch, build or enhance a company’s or organisation’s reputation to achieve key business objectives.

6. Crisis and Issues Management Campaign Recognising campaigns which effectively manage an issue or a crisis adversely impacting the operation of a private or public sector business, brand or the well-being of a community.

7. Digital, Social and/or Content Campaign Celebrating exceptional content and social/digital work that engages audiences through earned, owned and paid media to deliver tangible business or brand outcomes.

8. Experiential or Activation Campaign Showcasing work that successfully engages audiences to bring a product or service to life in the physical world through events or activations including live experiences in audiences’ homes during government-enforced restrictions on gatherings.

CAMPAIGN AWARDS


CATEGORIES cont.

9. Financial Communications Campaign Highlighting best-in-class work that successfully influences investors and the financial community regarding a company raising capital, selling, buying or bidding for significant assets, or restructuring/turnaround including administrations.

10. Government Sponsored Campaign Recognising success by or on behalf of a government department or agency in advancing public understanding of a societal issue or government initiative.

Note: Programs aimed at enhancing an organisation’s standing with government or directly servicing the organisation’s interests fall into Category 18 – Pubic Affairs and Advocacy Campaign.

11. Health Campaign Applauding strategic, innovative work to improve community health and wellbeing.

12. Influencer Campaign Spotlighting effective, creative PR campaigns that engage influencers and/or ambassadors to boost brand awareness and achieve business objectives.

13. Integrated Marketing and Communication Campaign Showcasing PR-led campaigns displaying exceptional strategic and creative thinking leveraging multi-disciplinary channels and tactics in an integrated manner to deliver great business outcomes.

14. Internal Communication Campaign Acknowledging best-of-breed employee communications programs to foster adoption of management initiatives, organisational change or improve culture and engagement.

15. Media Relations Campaign Recognising the most effective, creative and successful use of media relations to influence behaviour and meet and exceed business objectives.

CAMPAIGN AWARDS


CATEGORIES cont.

16. PR-Led Brand Partnership Campaign Spotlighting insightful, strategic and creative partnerships between brands to unleash campaigns that truly raise the bar and deliver superior outcomes.

17. Pro Bono Campaigns Honouring phenomenal work by public relations professionals on behalf of not-for-profit clients or community or philanthropic causes where no payment for services was received.

18. Public Affairs and Advocacy Campaign Celebrating programs that successfully influenced public policy and/or political affairs at any level of government, either through direct lobbying or creating popular support through the community.

Note: Campaigns aimed at changing community behavior without generating support for change in public policy or political affairs should be entered in Category 10 – Government Sponsored Campaign.

19. Regional Communications Campaign Applauding campaigns celebrating exceptional thinking and execution to influence rural or regional Australians or a specific state, territory or city.

20. Research/Data-Driven Campaign Shining a light on campaigns founded on clever research and analytics, crack insights and innovative ideas that clearly bring a brand’s story to life.

21. Small Budget Campaign of the Year Celebrating campaigns which achieved phenomenal outcomes on budgets of $25,000 or less.

22. Thought Leadership Campaign Highlighting insightful campaigns where organisations have led discussion or action on a subject of key importance to their target audiences to make meaningful change.

CAMPAIGN AWARDS



1. Achievements (30% of mark) Tell us about you, what gets you up each morning, your strategies for success and key professional achievements during the judging period. Include how you have contributed to your organisation’s success and the development of others within the industry.

2. Body of Work (30% of mark) Detail two-three examples of work during the year that you’re most proud of and your role in its creation and execution.

3. Professional Development (10% of mark) Outline how you have continued your own professional development.

4. Ambitions (10% of mark) Explain your goals for the next 12 months.

5. Testimonials (20% of mark) Provide three testimonials supporting your entry. These may include managers, colleagues, direct reports, clients, media or other stakeholders.

INDIVIDUAL AWARDS


CATEGORIES 1. Emerging Leader of the Year Recognising exceptional in-house or agency talent with two to five years’ industry experience.

2. Professional of the Year Celebrating outstanding public relations and communications specialists – in-house or agency-side – who have made a significant contribution to their business and advancing the profession.

3. Leader of the Year Honouring inspirational public relations and communications industry leaders who have made a tangible difference in an agency or in-house role.

INDIVIDUAL AWARDS



1. Achievements (30% of mark) Why do you believe you deserve this award? Tell us about you, your passions, strategies for success and key achievements during your studies, including awards or other forms of recognition for exceptional performance.

2. Body of Work (20% of mark) Detail two-three examples of work throughout your studies that you’re most proud of and your role in its development/execution.

3. Professional Development (10% of mark) Outline how you have continued your own professional development outside the university and helped others with theirs.

4. Extra-Curricular Activity/Industry Contribution (10% of mark) Tell us how you have contributed to the university, community or industry during your time as a student.

5. Ambitions (10% of mark) Explain your career goals and plans to contribute to the standing of the profession/ industry across the next 5 years.

6. Testimonials (20% of mark) Provide three testimonials supporting your entry. These may include lecturers, The Head of School, industry players, media or other stakeholders.

Celebrating outstanding public relations and communications students – our future industry success stories.

STUDENT OF THE YEAR



1. Achievements (30% of mark) Tell us about you, your passions, strategies for success and key achievements during the last 5-10 years of your career, including awards or other forms of recognition for exceptional performance.

2. Body of Work (20% of mark) Detail two-three examples of work during the last 5-10 years that you’re most proud of and your role in its development/execution.

3. Professional Development (10% of mark) Outline how you have continued your own professional development outside the university and helped others with theirs.

4. Extra-Curricular Activity/Industry Contribution (10% of mark) Tell us how you have contributed to the university, community or industry during the last 5-10 years, including teaching, scholarly and/or other forms of contribution.

5. Ambitions (10% of mark) Explain your career goals and plans to contribute to the standing of the profession/ industry across the next 5 years.

6. Testimonials (20% of mark) Provide three testimonials supporting your entry. These may include students, colleagues, The Head of School, industry players, media or other stakeholders.

Honouring inspirational public relations and communications educators who have added significant value to their students’ outcomes and careers and advancing the public relations profession.

EDUCATOR OF THE YEAR



1. Achievements (25% of mark) Tell us about your team (two or more members), how you’re structured, challenges you faced during the judging period, your strategies for success and key achievements.

2. Body of Work (25% of mark) Detail two-three pieces of work during the year that you’re most proud of including the brief, insights, strategy, creative, execution and outcomes.

3. Culture and Development (25% of mark) Outline how you attract, retain and develop your team to ensure they reach their full potential and love their work.

4. Testimonials (25% of mark) Provide three testimonials supporting your entry. These may include staff, clients, media or other stakeholders..

TEAM AWARDS


CATEGORIES 1. In-House Team of the Year Recognising the best in-house public relations and communications teams.

2. Agency Team of the Year Spotlighting the best agency teams in Australia.

TEAM AWARDS



1. Achievements (25% of mark) Tell us about your agency, what makes you unique, your strategies for success and key achievements during the judging period.

2. Body of Work (25% of mark) Detail two-three pieces of work during the year that you’re most proud of including the brief, insights, strategy, creative, execution and outcomes.

3. Business and Financial Performance (25% of mark) Outline your business and financial performance during the year with a statement from your head of finance or accountant endorsing its accuracy.

4. Testimonials (25% of mark) Provide three testimonials supporting your entry. These may include staff, clients, media or other stakeholders..

AGENCY AWARDS


CATEGORIES 1. Agency of the Year – Small/Boutique Recognising awesome public relations consultancies with up to nine staff.

2. Agency of the Year – Medium-Sized Showcasing outstanding agencies with 10 to 29 staff.

3. Agency of the Year - Large Applauding extraordinary agencies with 30 or more staff.

AGENCY AWARDS


TERMS AND CONDITIONSBy participating in the Golden Target Awards, entrants agree to abide by these terms and conditions, and the PRIA’s Code of Ethics.

Awards can be attributed to an individual, employer or organisation. If an entrant changes their place of employment during the judging process, they must advise PRIA at [email protected].

Campaign entries can be submitted in up to three categories. The relevant entry fee applies to each submission.

Awards are only given to identified entrants, but copies can be arranged for colleagues and clients. Additional trophies may be ordered from the PRIA until 30 November 2020.

Entries must not use Advertising Value Equivalents (AVEs). Entries that use AVEs in evaluations will be disqualified.

All accompanying materials must comply with the provisions of the Privacy Act (www.privacy.gov.au) and the Copyright Act (www.copyright.com.au).

Entries and supporting documents must be submitted no later than the specified closing dates. Under no circumstances will entries be accepted after the Late Entry deadline.

Judges have discretion in assessing entries, applying the judging criteria, terms and conditions and determining the recommended results. PRIA’s decision is final and no correspondence or discussion will be entered in relation to decisions made. Judges’ comments/ feedback may be made available to all entrants after the awards.

Once entries have been shortlisted in a category, a trophy will be awarded.

The assessment, conduct and results of the awards will not create any legal obligation between entrants and PRIA.

No judge will be allowed to participate in judging a category if their organisation, agency or affiliated businesses have entered that category, or if there is any other conflict of interest the PRIA becomes aware of. Judges are expected to declare any potential conflicts of interest and step aside from judging an entry where any conflict may occur.


If an entrant who is judged a winner is subsequently found to have failed to satisfy or abide by the terms and conditions, they will not be entitled to the relevant award and their submission into the Golden Target Awards program will no longer be applicable. Consequently, PRIA may present the relevant award to another entrant or choose not to present the award at all. There will be no refunds in this instance.

By entering the Golden Target Awards, each entrant acknowledges that their entry is true, accurate, complete and original work, that any intellectual property rights arising in connection with that entry rest with the entrant and that the entry does not interfere with any third-party rights.

PRIA reserves the right to decline a submission or to disqualify an entry at its absolute discretion, including, but not limited to, a situation in which the entrant or a related person is under ethical investigation by PRIA or where the acceptance of the entry may otherwise be detrimental to the objectives of PRIA’s awards program.

PRIA reserves the right to reproduce entries with the aim of furthering excellence in public relations and providing relevant materials for students and the profession. Only the entry document itself will be made public, excluding any information noted as CONFIDENTIAL.

PRIA, employees, officers and agents do not accept any liability, however arising, including liability for negligence, for any accident, loss, injury or damage arising at any time out of or in connection with this awards program, except for any liability that cannot, by law, be excluded.

PRIA reserves the right to amend the terms and conditions in any way, at any time, before the closing date for the GTA entries and at its absolute discretion. Entrants in the Golden Target Awards program will be notified of any such amendments prior to the closing date.

Entrants who breach any of these terms and conditions are subject to disqualification without refund.

Refunds are at PRIA’s sole discretion. Under no circumstances will the PRIA provide a refund due to the results of the judging process.

The judges’ decisions are final. No correspondence will be entered into.


www.pria.com.au

golden target awards 2020 1 - public relations institute ... · 12. influencer campaign...

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