PRINZ Awards categories

Please use the categories below for planning your Awards entry.

PRINZ members can enter any one of 12 categories. Student members can enter the Paul Dryden Tertiary Award category. Young practitioners (aged 30 or under at the time of entry) can enter the Sally Logan-Milne Young Practitioner of the Year category.

An entry can only be entered into one of the following categories.

Corporate Public Relations

This award is for an outstanding programme that could involve an organisation's corporate image, its staff, customer relations, financial or investor relations, or community relations. Measurement of success will be closely related to achieving the objectives of the programme and/or, the organisation.
If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

Government or Quasi Government Public Relations

This award is for an outstanding project, either short-term or long-term, undertaken by, or for, central or local government, a Ministry, a tertiary institution, or a health provider such as a DHB. SOE and CRI projects should be entered in any of the other relevant categories on the basis that an SOE and a CRI is in business to make a profit for the shareholder. Entries from government organisations are not solely limited to this category and can choose to enter another category instead.
If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

Internal Communications

This award is for an outstanding programme targeted at employee (internal) stakeholders that may, for example, support change, business goals, or internal culture. While other audiences may be involved, the primary focus must be on employees. Eligibility to enter this category is also available to membership-based organisations, i.e. trade unions, professional associations.
If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

Limited Budget or Not-for-Profit Public Relations

This award is for an outstanding project or programme completed for a not-for-profit organisation (a chartist, NGO or community group) or for a profit-driven corporate/business/organisation with a budget of less than $10,000. It is expected that work done for a not-for-profit will also have a limited budget.

For a not-for-profit organisation the overall definition is that the organisation is not driven by the need to generate dividends for shareholders, although it may be involved in raising funds to support its core purpose. If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

So that there is a level playing field between in-house practitioners and consultancies, the budget must include hours involved and the financial value (internal employee cost) of those hours. If there is a prize, or if goods and services are provided for promotional purposes, then the prizes and giveaways involved in the project are to be included at the wholesale value, within the $10,000 budget. Wholesale is defined as the cost to the client of the product or service.

If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

Marketing Communication - Integrated

This award is for an outstanding programme or project that has successfully promoted a cause, product, brand or service, where public relations is one element of the campaign alongside a number of others. In this category, public relations is not the lead in the campaign but is integral to its success.

Marketing Communication - PR

This award is for an outstanding programme or project that has successfully promoted a cause, product, brand or service, where public relations led the strategy and planning and is central to the project. The overall project may or may not include other marketing communications activity.

In essence, this category is for Marketing Communications work where 'PR is the hero'.

Special Project or Short-term Campaign

This award is for an outstanding project, event, or a short-term campaign, including issues or crisis management.

It could be a stand-alone event, a programme that has a fund-raising aspect or is a distinct part of a programme that might also be entered in one of the other categories in a far more comprehensive form.

It could be issues or crisis management where the communications programme has directly contributed to reducing, mitigating or avoiding harm to an organisation or brand. Entries will demonstrate how there was a real and material risk to the brand or organisation from a sudden and unexpected event, issue or emergency, how the communications response contributed to the risk reduction, and reduced or overcame the harm resulting from the event.

An ongoing issues management situation could be entered in the ‘Sustained Public Relations’ category.

If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

Communicating in Diversity

This award recognises the industry’s responsibilities under the Treaty of Waitangi, the varied makeup of NZ society (including culture, gender, and sexuality based differences), and our responsibilities as practitioners to tailor communication activity to these diverse audiences. This might include a community consultation aimed at a specific group, an awareness campaign profiling a specific group, or a specific initiative taken to communicate with a broad audience.

Some of these campaigns may also be eligible for other categories and the decision will need to be made what category best reflects its primary objectives.

Sustained Public Relations

This award is for an outstanding programme that has been sustained for an absolute minimum of one year. The programme must be measurable by results against initial objectives and these evaluations may be done at defined intervals. The programme may include a wide range of activities and disciplines marketing, corporate, financial, environment etc.
If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

Paul Dryden Tertiary Award

This award is for an outstanding project completed by a tertiary (university, polytechnic or wananga) media studies or public relations student, or team of students. The work may have been completed for the institute of learning, a not-for-profit organisation, or a paying client. Only PRINZ student members can enter this category. The entry must be for an implemented project.

If relevant, state the role of any other communication discipline involved, including, but not limited to, advertising, direct marketing, digital and experiential.

Sally Logan-Milne Young Practitioner of the Year

This award, named after the late Sally Logan-Milne, is to recognise an outstanding young practitioner (30 years of age or under and in employment as a public relations practitioner at the closing date of entries). Each entrant must submit an essay of up to 1200 words, telling the story of their career in public relations. Applicants should also submit written references from two people who are clients for their work (either internal or external to their organisation), attesting to the personal and professional attributes of the young practitioner.

Applicants will need to demonstrate that they think critically about projects, their practice and profession; are learning, growing and developing as practitioners; are able to communicate effectively and persuasively; and are thinking strategically about the practice of public relations.

For further information about the entry requirements for this category, please click here.

PR Consultancy of the Year

·Small to Medium (one to seven staff)

·Medium to Large (more than seven staff)

This award recognises professionalism, agency culture (including talent retention and staff development), commercial success (new business, client retention, revenue and profit growth), as well as impact and innovation.

Where an agency has more than one office, the entry should be for the group operation.

For further information about the entry requirements for this category, please click here.