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Categories
The categories for outstanding public relations and communication management are:
1. Marketing Public Relations
An outstanding programme or project which has successfully promoted a product, service or individual. This will include the launch of new or redesigned products or services and projects where the main measurement of success is in sales and marketing targets. It is critical to emphasise the aspects of the project that are directly attributable to and / or are driven by PR.
2. Corporate Public Relations
An outstanding long-term programme or short-term project that could involve an organisation's corporate image, its staff or customer relations, financial or investor relations, environmental communication or community relations, including sponsorship projects. Measurements of success are closely related to achieving any or all of the communications objectives of the organisation.
3. Not for Profit Public Relations
An outstanding long-term programme or short-term project for a community group, local body, not-for-profit organisation, charity, political party etc where the measurements will include cost-effective communication with proven value-for-money results. May involve a concentration of activities into comparatively low number of hours with limited costs. Judges will take into account performance vs budget Use this category in all instances where consultants or in-house practitioners were paid or received a salary.
NB: Not for Profit and Limited Budget categories have been combined to embrace all not-for-profit projects and programmes where payment for work (other than disbursements) was involved.The category 'Pro Bono' covers all pro bono (unpaid) work. Entries relating to limited budge twork for other than not-for-profit organisations should be entered into the appropriate category (marketing, quasi-government etc). Judges will take into account performance vs budget.
4. Pro Bono
A category to catch all projects performed on a no-charge or voluntary basis (apart from disbursements).
5. Special Event/Project
A short-term project which could involve promoting a special event or fundraising. Measurement will be based on results against objectives, and slightly different judging criteria will apply to reflect the short-term nature of these projects.
NB: Special Events (one-offs where the event forms the main part of the strategy) should not be included in this category, but under the 'Special Event' category.
6. Internal Communications
Programmes targeted at employee (internal) stakeholders that may support change, an organisation's business goals or internal culture. This may be a sustained programme or more short term project carried out within the timeframe. Other audiences may be involved but the primary focus must be on employees.
7. Sustained Public Relations Programme
A long-term public relations programme for an organisation where the effectiveness and results cannot be measured at the end of a few months or a year. This is open to both in-house public relations people and consultants who have developed a public relations and communications strategy for an organisation and have been involved in its implementation for more than 12 months. The programme will be ongoing, but will be measurable by results against initial objectives. It can include a wide range of activities (marketing, corporate, financial, environmental communication, special event, crisis communication, limited budget etc).
8. Government or Quasi-government Public Relations Programme
This category is designed to include all work done for government departments, SOEs, local bodies etc. In previous years these entries have been included in a variety of categories where they are competing with work done for other types of organisations. We know there is some excellent work being done in these areas and it makes more sense to compare like with like. The winning entry will describe an outstanding long-term programme or short-term project that could involve a government/quasi-government department or agency's corporate image, staff or customer relations, mass communication, environmental communication or community relations, including sponsorship projects. Measurements of success will be closely related to achieving any or all of the communications objectives of the organisation.
NB: government and quasi-government public relations programmes should not be entered here but instead under the 'government and quasi-government' category.
9. Young Practitioner of the Year
Open to any member of PRINZ working full time in public relations who is 25 or under at the closing date of entries. Entrants should submit their CV and a description of at least one project they have worked on between January 2007 and February 2008. In-house executives may submit an outline of an achievement(s) in a variety of projects or a sustained programme. Entrants must provide at least two referees who are not immediate family members and who will give a testimonial or reference on their behalf. The Young Practitioner of the Year will already have achieved a measure of success in his or her career, be held in high esteem by peers and clients/managers, and will demonstrate a clear record of achievement in the last 12 months which will be measured by way of evaluation of results against objectives. The work example(s) supplied must be the entrant's own work, and where the entrant is part of a team, his or her role must be clearly specified.
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