For the fourth consecutive year, Marketing magazine is proud to showcase the best practices and appraise the professional standards of public relations in Hong Kong with its PR Awards 2017.

The PR Awards acknowledges the year’s most outstanding communications initiatives and campaigns in the highly competitive and dynamic PR arena – from small independent agencies to larger-scale multinationals.

Eligible work must have been carried out in Hong Kong for the Hong Kong or China market or for a regional/global market that includes Hong Kong or China. This allows the awards to celebrate the best public relations departments, partners and agencies the region has to offer. Agencies may enter the awards on behalf of their clients.

The fi nalists and winners will be decided by a distinguished panel of judges comprising senior marketers and industry experts.

Winners of the PR Awards represent a shining example to the PR profession, and are an invaluable benchmark resource for success.

AWARD CATEGORIESCampaign awards

1 Best Engagement - Mass Community2 Best Engagement - Targeted Community3 Best Experiential PR Campaign4 Best Infl uencer Strategy5 Best Launch/Relaunch6 Best PR Campaign - China7 Best PR Campaign - Consumer8 Best PR Campaign - Corporate Social Responsibility9 Best PR Campaign - Food and Beverage10 Best PR Campaign - Health and Beauty11 Best PR Campaign - Lifestyle12 Best PR Campaign - Media Relations13 Best PR Campaign - Public Awareness14 Best PR Campaign - Public Services15 Best PR Campaign - Retail16 Best PR Event17 Best PR Idea18 Best PR-Led Integrated Communications19 Best Promotional Campaign20 Best Reputation/Brand Management Campaign21 Best Use of Budget22 Best Use of Content23 Best Use of Digital24 Best Use of Social Media25 Campaign of the Year26 Global PR Campaign27 Most Effective PR Campaign28 Rising Star

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ABOUT THE AWARDS

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, 23 June 2017, 23:59

ELIGIBILITYThe campaign or initiative must have been launched or activated between the eligibility period of 23 June 2016 to 23 June 2017.

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.

KEY DATES

Entries close Friday, 23 June 2017 23:59

Finalists announced 4 August

Gala dinner 1 September

SUBMISSION OVERVIEW

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JUDGING CRITERIA – CAMPAIGN AWARDS TOTAL: 100%

JUDGING CRITERIA – INDIVIDUAL AWARDS 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.

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 qualifi es for a PR award.

Personal Profi le (25%) (1 slide)

An outline of key roles and responsibilities and years of experience.

Achievements (40%) (2 slides)

Outline how the individual went above and beyond expectations and deserves

recognition for achievements. Submit relevant evidence of the individual performance

to prove and justify success in the judging year.

Open Questions (25%) (2 slide)

A 150-word comment for each of the below questions:

• Comment on the prospects of Hong Kong’s PR industry.

• Why do you deserve this award?

Testimonial (10%) (1 slide)

At least one testimonial from senior management/client is required.

JUDGING CRITERIA

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During the online submission process, you will be prompted for the information below.

Any or all information (unless specifi ed as confi dential and for use for the judging process only*) 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.

START REGISTRATIONEmail address (sign up with your email address and create a password before proceeding with the online submission process).

CONTACT PERSONFull name: Email: Mobile number:Company name: Direct line: Mailing address: Job title:

ENTRY DETAILSCategory:Name of campaign/initiative/programme:Name of client organisation: (all Ltd./Limited/Holdings Limited will be omitted):Name of brand (if different from client organisation):Industry of brand:A high resolution logo of the brand (300 dpi):PR agency:The brand’s team contact: 1. Full name: 2. Job title: 3. Email: 4. Direct line:

CORE SUBMISSION TO UPLOADEntries must follow the submission guidelines and use the template issued by the organiser.Entry submissions in the form of company overviews and sales decks will not be accepted.

Important: The fi lename should not include any special characters like &, _, (, @,#,$,%, etc. Please make your fi lename short and simple.

Video is optional, but highly recommended as part of the entry submission.**

Maximum fi le size: 10 MB.Entries should be saved and uploaded via the online submission form in powerpoint format (ppt and pptx only). Font size must be 18 or above.

ENTRY REQUIREMENTS

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SUBMISSION TEMPLATE OF ORGANISATION AND CLIENT CAMPAIGN/EVENT/PROGRAMME CATEGORIES:Submission template of campaign awards: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 for Campaign awards (categories 1 - 27):http://assets.marketing-interactive.com/hk/awards/PRAwards2017/CampaignTemplate.ppt

Download template for Rising Star (category 28): http://assets.marketing-interactive.com/hk/awards/PRAwards2017/RisingStarSubmissionTemplate.ppt

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

* Any specifi c 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.

FEESHK $1480 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 confi rmation of your entry submissions.

Entry fees are non-refundable.

CONTACT USFor further enquiries, please contact:Nicholas Lam

+852 2861 1882

nicholasl@marketing-interactive.com

Kenneth To

+852 2861 1882

kennetht@marketing-interactive.com

Submission template of individual awards:1. Entry details – 1 slide.2. Personal profi le – 2 slides.3. Achievements – 2 slides.4. Open questions – 2 slides.5. Testimonial (from senior management/client) – 1 slide.

ENTRY REQUIREMENTS

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1. Best Engagement – Mass Community

Awarded to the best campaign that engages the mass community through smart and 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, the tangible business objectives achieved and the attendees’ responses and feedback.

2. Best Engagement – Targeted Community

Recognises the best community engagement campaign that has engaged a specifi c target audience effectively – offl ine 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’ profi le and attendees’ responses and feedback.

3. Best Experiential PR Campaign

Recognises the best campaign that focuses on helping consumers experience a brand through sensory engagement, which can be new or existing in the marketplace. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies and details of the execution that led to the campaign’s success.

4. Best Infl uencer Strategy

Recognises the best PR campaign that employs infl uencers such as bloggers, artists, celebrities, key opinion leaders and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign drove interest and brand awareness and attendees/public’s response and feedback.

5. Best Launch/Relaunch

Awarded to the best use of PR for a fi rst launched, relaunched or repositioned product or service. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and contribution of PR in the campaign (such as brand buzz, awareness and growing the overall category) and evidence of usage/sales.

6. Best PR Campaign – China

Awarded to the PR campaign most effectively executed in the China region only. 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.

7. Best PR Campaign - Consumer

Awarded to the best campaign that directly promotes a product and/or service to consumers. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The role and overall contribution of PR in the campaign’s success, how it drove core business objectives, and yielded evidence-based results.

8. Best PR Campaign - Corporate Social Responsibility

Recognises the best communication programme that addressed social, economic or environmental issues the organisation is championing. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: How the campaign’s PR strategies have strengthened the company’s image as a responsible entity of society, attendees’ responses/feedback and core messages.

9. Best PR Campaign - Food and Beverage

Awarded to the best campaign that demonstrated the art of promoting a food product or service to increase consumer purchase, brand-building and customer loyalty. 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.

10. Best PR Campaign - Health and Beauty

Awarded to the best PR campaign for a healthcare or beauty product. 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.

CATEGORY GUIDELINESCAMPAIGN AWARDS

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11. Best PR Campaign - Lifestyle

This category aims to recognise a campaign or initiative that best promoted the leisure, travel, property, sports and any other lifestyle-related industries. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profi le, objectives and outcomes.

12. Best PR Campaign - Media Relations

Recognises the best campaign that has effectively engaged members of the media to promote a product and/or a service. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies for the media, the coverage as a result and the subsequent rise in brand awareness.

13. Best PR Campaign - Public Awareness

Awarded to the best PR campaign by a corporate entity that has 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, and how it drove core campaign objectives, and yielded evidence-based results, core message, positive action and/or change in public behaviour.

14. Best PR Campaign - Public Services

Recognises the best PR campaign led by a government corporation, charity or non-governmental organisation (NGO) on subject matters such as employment, economy, transport, commerce and industry, environment, social welfare, education, infrastructure development, travel, culture and recreation or government/community services. This category is open to any one-off or ongoing campaigns or initiatives (launched or active between 23 June 2016 and 23 June 2017). Supporting details for this category: PR and communication strategies that led to the campaign’s success and its core message.

15. Best PR Campaign - Retail

Awarded to the best PR campaign for a retail brand. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profi le, objectives and outcomes.

16. Best PR Event

This award recognises a successful live event 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.

17. Best PR Idea

Recognises the most creative, innovative and effective 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.

18. Best PR-Led Integrated Communications

Recognises the best integrated PR or communications campaign that utilised at least three channels. These channels include digital, mobile, social media, print, TV, outdoor, events and others. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Streamlined PR strategies that drove core business objectives and attendees’ responses and feedback.

19. Best Promotional Campaign

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

20. Best Reputation/Brand Management Campaign

Recognises the best PR campaign/programme 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.

CATEGORY GUIDELINESCAMPAIGN AWARDS

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21. Best Use of Budget

Recognises the best PR initiative implemented with a budget of less than HK$150,000. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: The nature of the programme, communication implementation, the medium used, core business objectives and evidence-based results.

22. Best Use of Content

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 in media coverage).

23. Best Use of Digital

Recognises the best campaign that reached its target audience effectively and conveyed the organisation’s message through online platforms. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: PR and communication strategies implemented on web-based/mobile channels, usage of mobile and rationale for using the platform.

24. Best Use of Social Media

Recognises the best PR campaign that has demonstrated a clear understanding and appropriate use of social media channel(s) to communicate with target audiences while driving core business objectives. The usage of mobile can also be highlighted. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Innovative PR strategies, creative executions and public responses (good to have evidence for social media channel/s).

25. Campaign of the Year

This award recognises your PR campaign of 2016-2017 which shows an impressive overall command of PR tools, tactics and strategies. This award welcomes any specialised PR campaign that is notable for its outstanding results. Everything from your mission and goals, your strategies and tactics – and results – will be judged accordingly.

26. Global PR campaign

This award recognises global PR campaigns that are international in scope and require special efforts to manage the target audiences’ broad geographic and cultural diversity. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Effective and innovative PR and communication strategies that contributed to the success of the campaign, audience profi le, objectives and outcomes.

27. Most Effective PR Campaign

Awarded to the most effective PR campaign that was executed within a limited time with limited resources. This category is open to any one-off or ongoing campaign or initiative. Supporting details for this category: Preparation time and how the limited resources were used for the campaign, the campaign’s result and campaign scale. 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.

CATEGORY GUIDELINESCAMPAIGN AWARDS

INDIVIDUAL AWARDS28. Rising Star

This award recognises an outstanding public relations practitioner below the age of 30. Individuals nominated for this category must also display an insightful perspective of Hong Kong’s PR industry. This category is open to both PR agencies or in-house marketing professionals. Supporting details for this category: An overview of their career, professional skills, their contribution to the agency and testimonials from senior management and clients are required.

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Entry fees are non-refundable.

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

No changes to the submitted entries can be made after the submission deadline.

The judging panel’s decision is fi nal.

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 specifi c 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.

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 fi nal and binding.

For further enquiries, please contactNicholas Lam on +852 2861 1882or at nicholasl@marketing-interactive.com

Kenneth To on +852 2861 1882or at kennetht@marketing-interactive.com

TERMS & CONDITIONS

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