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.

View PRINZ Awards category entry analysis 2013-2017


An entry can only be entered into one of the following categories :
Please note: This does not include the PR Consultancy of the year, Sally Logan-Milne young practitioner of the year and the Paul Dryden Tertiary award as they have separate entry forms and different entry criteria.

An entry is a single campaign or project. You can enter multiple different campaigns into the PRINZ awards but can only enter one campaign into a single awards category.

Corporate Public Relations

This award is for an outstanding project or programme, either short-term or long-term, undertaken by a corporate or an agency on behalf of a corporate client.

The project or programme may be, but is not limited to, an organisation's corporate reputation, its staff, customer relations, financial or investor relations, or community relations. Measurement of success will be closely related to achieving both organisational and programme/project objectives.

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

Public Sector Public Relations

This award is for an outstanding project or programme, 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.

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

NOTE:

Entries from public sector organisations are not limited to this category; you may instead choose to enter the work in one of the other categories.

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. 

Internal Communications

This award is for an outstanding programme targeted at employee 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.

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.

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. For example, this may include but is not limited to an incorporated society, NGO or community group. It is expected that the budget for the project or programme is limited.

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

OR

A profit-driven corporate/business/organisation with a budget of less than $10,000.

To ensure a level playing field between in-house practitioners and consultancies, the budget must include hours and the financial value of employee resource. 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 or a short-term campaign.

For example, this may include but is not limited to:

  • a stand-alone event
  • a programme that has a fund-raising aspect
  • a distinct part of a programme that might also be entered in one of the other categories in a far more comprehensive form
  • a response to an issue or crisis 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 should 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 New Zealand society including ethnicity, culture, gender, sexuality and disability based differences, and our responsibilities as practitioners to tailor public relations and communications management activity to these diverse audiences.

For example, this may include but is not limited to:

  • 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

Paul Dryden, long-serving, game-changing Chief Executive of PRINZ passed away in 2011. Paul firmly believed that the professionalism of the PR industry and the role its practitioners should play at the top table needed to start with students. He championed the relationship between tertiary institutions and PRINZ, and believed that ensuring entry-level practitioners were equipped with a comprehensive and learned set of skills was to the overall benefit of our profession.

This award reflects Paul’s belief that providing young practitioners with a framework of knowledge through education, overlaid with their own contemporary understanding of communications practice would ensure a relevant and refreshed profession. Only people who were PRINZ student members during 2018, or who have joined as students members in 2019 are eligible to enter this category.

Entrants must submit a piece of work focussing on the future of public relations. For example, entrants may choose to:

  • discuss the issues that public relations practitioners may face in the future
  • present a different perspective on how to solve a specific industry issue
  • examine how emerging technologies will change the way PR professionals will work, or
  • another future related topic of the entrant’s choosing.

Entrants may submit their work in any medium that best conveys their content. For example, this may include but is not be limited to one of the below options:

  • a short essay not more than 1200 words
  • a short video of no longer than 3 minutes duration
  • a graphic image of some description

This is the first year this award has been in this updated format, so don’t be afraid to think outside the box and push the boundaries. Judges will be looking for students who demonstrate their ability to think critically and strategically about the public relations profession; and are able to communicate effectively and persuasively. Marks will also be given for creativity.

The winner will receive a $500 prize as well as a PRINZ graduate membership to help you kick start your career. 

Sally Logan-Milne Young Practitioner of the Year

This award, named after the late Sally Logan-Milne, recognises an outstanding young practitioner (30 years of age or under and in employment as a public relations practitioner at the closing date of entries).

Entrants must submit a 1200 word essay telling the story of their career in public relations.

Entrants must provide two written client references for their work (these clients can be internal or external to their organisation) attesting to the personal and professional attributes of the young practitioner.


Entrants 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.