Judging Criteria
Every entry is assessed by a panel of up to three judges, who are PRINZ Fellows. The winner in each category becomes a nominee for the Supreme Award, which is judged by a seaprate panel headed by the Chief Judge of the PRINZ Awards.
Chief Judge, FPRINZ - Anna Radford
Anna has been a communications practitioner for more than 20 years.
Before establishing Radford Communications in 1999, she had extensive experience in the corporate and not-for-profit sectors in Auckland and London. Previous roles included Head of the Communications Department for the World Bureau of the World Association of Girl Guides and Girl Scouts, and Internal Communication Manager and Corporate Media Relations Manager for CLEAR Communications (Telstra Clear’s predecessor).
In more recent years, Anna has worked clients in the security, intellectual property, adult literacy, financial services, local government, natural health products and infrastructure services sectors.
The entry comprises the various steps in PR campaign planning, each step assigned a mark and totalling to 100 marks. The individual scores assigned by the judges are averaged and scaled in accordance with a 'degree of difficulty and contribution' formula.
Judges are then asked to make an overall assessment of the entry as:
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Outstanding
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Excellent
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Good
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Mediocre
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Poor
Background - 5 marks
How clearly does the entry describe the background to and scope of the programme?
Preliminary Research - 5 marks
What preliminary research was carried out? How thorough is it?
Objectives - 10 marks
How clearly does the entry describe what the programme sought to accomplish? NB: entries should differentiate between organisational objectives and public relations objectives. Public relations objectives must support organisational objectives, but they should be well defined under the umbrella of the organisational objectives.
Audiences - 10 marks
How clearly does the entry specify its target audiences, and define the critical characteristics of those audiences?
Messages - 10 marks
How clearly does the entry articulate the messages that are central to the programme? How appropriate are the messages to the objectives?
Strategy - 10 marks
For categories other than Special Event or Project, how sound is the strategy, and how easy is it to understand? How well does the strategy reflect an understanding of the objectives and target audiences? For category 'Special Event or Project', show evidence of the planning process, and how well does it reflect an understanding of the objectives and target audiences?
Implementation / Tactics - 15 marks
How well does the implemented programme/materials meet technical and professional communications standards for the media/activity selected? How cost-effective was the programme? How appropriate are the media and/or activities chosen to reach the audiences, carry the messages and achieve the objectives?
Problem Solving/Creativity (Wow factor!) - 5 marks
To what extent does the implemented programme show imagination, innovation, uniqueness, creativity? How well did the entrant respond to any extraordinary circumstances that arose?
Results - 15 marks
Did what was done achieve the objectives? To what extent?
Evaluation and Follow up - 15 marks
Clear explanation of the measurement and evaluation process followed to test the programme’s impact. Note: For categories 1 – 6, the marks are on the suitability and validity of the post-testing and evaluation of results. For category 7 (Special Event/Project), the marks are on the impact and excitement created as a result of the event. AVE is not a measure that will be taken into consideration by judges.
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